Social Networks

1. Chapter 10: Social Networks
Mike, Aldo, Zaniyah, Kris

2. What Is A Social Network?
• A dedicated website or other application that
enables users to communicate with each other
by posting information, comments, messages,
images, etc.
• A network of social interactions and personal
relationships.

3. Examples of Social Networks
• Facebook
• Google
• Twitter
• Youtube

4. Social Network Sites
• A social network site is an online service on
which members can establish relationships
based on friendship, kinship, shared interest,
business advantage or other reasons.
• Social network services simplify the process of
sharing information, such as interests, events,
status, and pictures within individual networks.

5. Virtual Community
• A virtual community focuses on building
relationships using discussion boards to
converse about topics of shared interest.
• Examples: online chat rooms, virtual worlds
(online video games), message boards

6. Popular Social Network’s Traffic
• Facebook: 700 million monthly visitors
• LinkedIn: 100 million monthly visitors
• MySpace: 80.5 million monthly visitors
• Google: 32 million month visitors

7. A Global Perspective
• Social Networks are used by various countries
in the world. Social Networks are not only
made in the US.
• Orkut, a social network made by Google, has
over 117 million users from China, Brazil, and
India.
• Vkontakte, also made by Google, has over 100
million users from Russia.
• Bebo, also made from Google, has over 22
million users in the UK

8. Benefits of Marketing with Social Networks
Allows firms to:
• Find talent
• Build brand awareness
• Find new customers
• Conduct brand intelligence and market
research

9. Brand Intelligence
• Information that businesses can collect about
their customers, from basic demographics to
topics of discussion to detailed feedback.
• Monitoring social networks can gather
opinions and customer needs with great
efficiency.
• Reduces/eliminates the need of costly
market research.
• Allows for feedback and opportunities to
provide responses.

11. Marketing with Social Networks
Businesses should:
• Decide on goals/objectives to be
achieved.
• Determine a target audience. Social
networks offer different clientele.

12. Business-to-Consumer Marketing
• Focus on “share
worthy” content
• Word-of-mouth
advertising
• Put your business
where the
consumers are

13. https://www.facebook.com/business/over
view

14. Facebook
Offers:
• A liking system like no other (can spread
like wildfire)
• Groups
• Advertising (under $100 a month)

15. Business-to-Business Marketing
• LinkedIn is the most dominant with its valuable
networking/broadcasting tools
• Designed to facilitate interactions between
business professionals
• Allows millions of users to contact each
other and hold direct/indirect contacts
• Users can collaborate with Groups and
Answers

16. Linked In Case Study
Marketers:
• According to the
text, Marketers
cite on a frequent
bases that
“LinkedIn is one of
the most valuable
social networks to
incorporate in a
marketing

17. • When the recession from 2009 deepened, the
director of Quantivo whose name is Jason Rushin
wanted to focus on how to broaden the focus of the
efforts that his marketing team was putting forth.
• The team basically wanted to focus on how to
expand their web analytics, and business
intelligence markets.
• Rushin’s team thought it was a good idea to use
social media in order to raise some sort of
awareness about the general leads, and
procedures from the new audiences.
Quantivo Uses LinkedIn For Lead
Generation

18. • The team used LinkedIn groups to share the
marketing collaterals from the general leads.
• Along with LinkedIn, they used Twitter, YouTube
Videos, and Blogs.
• On the bright side, the tactic that the team used was
a success. Rushin managed to gain a connect in the
analytics world with the community of prospects. He
also received some valuable feedback from the
potential users as well. In addition, he saw 70-90
registrations for the marketing collateral that was
shared with his network.
Quantivo Uses LinkedIn For Lead
Generation

19. • Rushin learned later on that LinkedIn required
a special approach for the generation. Within 6
lessons, Rushin was able to use LinkedIn to
generate leads.
• In LESSON 1:
• “Rushin started his
experiment with LinkedIn
by searching for groups
that were related to his
company's key target
industries.” They were
retail, business
intelligence, and web
analytics.
Quantivo Uses LinkedIn For Lead
Generation

20. • He eliminated groups that were gearing more towards job opportunities instead of
talking about business concerns.
• He examined the groups sizes, and joined the groups in order to assess each groups
typical activity level.
• His goal was to find highly engaged audiences. In fact, some of the groups included up
to 15,000 members.
• For each discussion, only one or two comments were received.
• In the end, he found groups that matched his needs.
• IN LESSON 2:
• Under his own name and title,
Rushin joined LinkedIn groups by
doing this.
• This was done so he could
establish a presence with the
industries audiences that the
company targeted.
• To avoid pushing company
marketing, joining the groups
under a personal name avoided
that temptation.
Quantivo Uses LinkedIn For Lead
Generation

21. • IN LESSON 3:
• When the group had a new collateral to share, Rushin looked for many
opportunities to share them with the LinkedIn groups. All of his
messages included engaging the groups in the conversations. He
monitored conversations so he could eventually comment on other
peoples topics.
• IN LESSON 4:
• The white paper or webinar offers were extremely successful because
each group had their own characteristics, and dynamics.
• Two factors that affected the response rate were placement in the
weekly or daily update newsletters, and white paper or webinar topic.
With the first one, highlights on the recent activities and discussions in
the groups were talked about. In the second one, the groups were
more interested with them because they addressed industry trends,
operational issues, and other educational topics.
Quantivo Uses LinkedIn For Lead
Generation

22. • IN LESSON 5:
• Rushin managed to create landing pages. They addressed the
LinkedIn audience. For the visitors arriving from LinkedIn, the landing
page text was modified by the team for them.
• IN LESSON 6:
• A lot of responses came from people who were looking for work such
as independent consulters, and job seekers.
• The ending result was that according to the text, the team changed its
registration form to require prospects to use an email address from a
company domain. This was done to discourage job-seekers. They
were forbidden to use free email accounts like Yahoo, Gmail, etc.
• The technique happened to backfire because members started to
complain to Rushin about the company preventing the unemployed
people from viewing their “Thought-Leadership Content”.
Quantivo Uses LinkedIn For Lead
Generation

23. How Nonprofit Organizations Can
Benefit from a Private Social Network
• change.org, which provides private social
networks to nonprofits, already has clients
including CARE, Greenpiece, and Amnesty
International using its services.
• The appeal of a social network has drawn
nonprofit towards white label social networks
instead of mainstream platforms.
• Private networks offer substantial advantages
for organizing and implementing an activist
strategy (conducting a charity or service
campaign).

24. How Nonprofit Organizations Can Benefit
from a Private Social Network Cont.
• Nonprofits have several
advantages when opening a
private social network.
• Because most nonprofits are
organized, this creates an
immediate user base, of
people who are informed and
interested in those issues.
• Nonprofits operate in a circle
of concerned individuals, and
this can be naturally
transitioned into a social
network.

25. How Nonprofit Organizations Can Benefit
from a Private Social Network Cont.
• Once established, a white label social
network can provide many benefits to a
nonprofit. Engagement between members
can bring out new ideas and encourage
people to work together for a common
cause.
• Also, private social networks can serve a
revenue-gathering function without requiring
member dues by soliciting donations or
selling advertisement space.

26. The Future of Social Networks
• Social networks have been
constantly growing since 2005.
• With the appearance of Google+
in early June 2011, which has
been growing at a rapid pace,
reaching 50 million members by
October 2011.
• Even with great success, Google
wants to now capture the masses,
not small target markets.
• Even though large networking
sites are not always the best
place to invest a marketing
budget, they set social media
trends and are worth developing a
presence on.