Presentation given 12/1/10 to the attendees at ACT Chesapeake Chapter's TDM Workshop.
PPT Deck gives examples and incites audience participation on three levels: 1) Traditional Media with a Twist; 2) New Media Engagement; and 3) Shift to Mobile.
3. Grant Mizell (@G24NT)Grant Mizell (@G24NT)
Digital + Emerging Media | PulsarDigital + Emerging Media | Pulsar December 1, 2010December 1, 2010
Market Planning/Research
Brand Development
Public Relations
Advertising
Social Media
Website/Interactive
Media Planning
Media Buying
Multi-Cultural Marketing
Corporate Identity
About Pulsar
4. About Pulsar
QuickTime⢠and a
decompressor
are needed to see this picture.
QuickTime⢠and a
decompressor
are needed to see this picture.
5. NON-TRADITIONAL MARKETING
TO SPARK RIDERSHIP
J Grant Mizell â Digital + Emerging Media, SPARK Team
Katherine Carlson - Managing Director of D.C. and Kelly Poe - Senior Account Executive
10. WORLD of MOUTH
Consumer Trust Index
⢠90% of consumers trust recommendations
from people they know
⢠20% over a brandâs website
⢠30% over traditional advertising
26. Quick Poll: How is my
agency using Social Media?
ďź Broadcaster (sending out our message)
ďź Active Listener (listening to whatâs being said)
ďź Bystander (not participating)
ďź Conversationalist (listening, interpreting and broadcasting)
45. Americans who receive news
through their mobile phone26% â USA Today, March
2010
Americansâ mobile data use of text,
email and internet surpasses voice data2009 â CITE (via NYT), May 2010
Months to reach 1 billion downloads
through the App Store.
9 â Apple, April 2009
Mobile Shift
46. Mobile Shift
86 Million iPhone/iTouch users, versus
18 million Netscape users, at Q11.
â Morgan Stanley Research, Q1 2010
47. speaking
Mobile Shift
â Pew Research, July 2010
African-Americans
continue to be the most active mobile web
users because their devices commonly function as the
primary or sole connection to the web
Latinos
&
English-
48. Mobile Shift
2012Smartphone sales will outpace
personal computer sales
â Morgan Stanley Research, Q1 2010
2011US Smartphones will outsell
traditional mobile phones
2010US Mobile browsing and Mobile
App use doubles from Q1 2009
59. Rules of Engagement
⢠Provide access
anytime/anywhere
⢠Make it easy
⢠Provide tools to
s
⢠Focus on the
greater good
⢠Be community
centric
⢠Listen
⢠Experiment
⢠Have fun!
60. ChallengeâŚ
Do one thing next week to challenge the status quo of your
current marketing efforts.
i.e. start a mass email of ideas around the office, place a box for
marketing ideas in the break room, take an internal survey of
social strengths/expertise, explore 1 new social site, etc.
Share it.
Email me at gmizell@pulsaradvertising.com; OR
Tweet me @G24NT, ending with the hashtag #acttdm12110
61. Extended.
Extra slides and info to help answer all
your questions.
1. Ford Fiesta lauch through social Case
Study
2. Arlingtonâs CFD Skeptics integrated
campaign Case Study
3. Live Links for stats and tips for winning
the Boss over to Social and Mobile
62. Ford gave away one hundred,
pre-released Fiestas for six months.
Case Study: Ford
65. Pre-Launch Awareness
among Millenials
âYou canât just say it. You have to get
the people to say it to each other.â
â James Farley, CMO Ford
2010 - Ford moves 25% of Marketing
Spend to Digital/Social Media
37%
66. Ways to Create Engagement
using UGC & UGC Campaigns
Case Study: CFD Skeptics
5
74. Turn the Boss onto Social & Mobile Marketing
⢠Suvey internal expertise
⢠Twitter: Mashableâs Guide, Apps, Lists
⢠Foursquare: BART, VisitPA
⢠Multi-updaters: Cotweet, Hootsuite, Ping
⢠All Socialnomics vids & stats
⢠What The Heck is Social Media?
⢠Internet trends
⢠Can Social Media sell cars?
Explore Potential (Fire power)
Load-Up on Stats (Ammunition)
75. Winning the Boss Over
Other resources.
The Secret Sauce of Social Marketing
5 Tips to Convince the Boss
Adding Blogger Outreach to Your PR Plan
10 Ways to Initiate Social Conversation
Social ROI
Facebook Stats
Social Media Business Tools
76. J. Grant Mizell
Digital + Emerging Media
Ph (410) 922-6600
Fx (804) 225-8347
gmizell@pulsaradvertising.com
www.pulsaradvertising.com
Twitter: @G24NT, @mizellg
Contact Info
Hinweis der Redaktion
Good afternoon. I hope everyone had enough to eat, but not too much. Weâre making this interactive so
no settling in and taking a little siesta.
Sparking Customer Engagment. I want to address this first, when I started putting this thing together,
I stumbled quite a bit.
⌠Quick, little aside. How many of you have customers? See. Youâre stumbling. Letâs rework this title.
How âbout âSparking Ridership on dwindling budgetsâ That feels a little richer. That should pretty much hit
home with everyoneâs situation â and likely why you havenât headed out to beat the traffic. Right?
OK, so letâs talk about me. Two reasons to hear me outâŚ
I have a twitter account. Technically, I have two. And a facebook page, a foursquare account, a
linkedin, slideshare. Because when youâre talking dwindling budgets and increasing riders, the âbe all,
end allâ must to be social media. Right?
2) Not exactly. The second reason, Iâm on a team that does pretty much anything (communications related),
with a specialty in moving people.
We like to say, âIf it moves, we market it.â
Many of you with a logo up here can attest, in TDM situations, we often target SOVs head-on. To do it
effectively, we use a two-part strategy. Using integrated (multi-faceted) communications campaigns, often in
unconventional means. (Because I know, you know, getting people out of their Mercedes and onto the bus
or into a vanpool is not exactly a walk in the park.)
Actually, letâs include that too. Re-wind.
Extras about Pulsar:
Fully integrated and full-service advertising, PR/PA, social networking agency
18 year history developing brands
Offices in Richmond, Washington, DC, New York, Los Angeles, and San Francisco
Hey. I think I can work with this.
I havenât yet introduced the rest of the crew whoâll help answer questions, as we get into the forum style, in
a bit. Kelly Poe is a Senior Account Executive (also with a background in interactive and digital media)
and Katherine Carlson, is our fearless leader in the DC office as Managing Director and a Lead on several
accounts.
Ok, back to the presentation. Thereâs only one, single thing you have to walk away with todayâŚ
Itâs this question. I want you to keep that in the back of your mind as well, while I present case studies or
we collectively bring up ideas and experiences.
Sooo, in the beginning.
In âOld Schoolâ traditional marketing campaigns, we funneled our dollars to a single goal of behavior
change and converting consumers into buyers of our message or product. In our case, ultimately getting
them to ride the bus. Or telework. Vanpool. Carpool. Etc. 100% of the time.
But todayâs different.
Quick Poll: Who has a cell phone? Get it out and wave it at me â if you donât you can wave a lighter!
By a show of phones â How many of you use Facebook or Twitter? And how many of you tried a new
product, a new restaurant or a new book because of something one of those respective friends shared
with you?
Thatâs just it. Through rapid sharing of information and experiences, weâve left Word of Mouth in the dust.
And itâs drastically affecting our marketing spend.
This data from Nielsen came out in the latter half of last year.
Check it out. Itâs big and bulky, but glance at the top bar in relation to all the others.
Surmise it to sayâŚ
Consumers are listening to each other.
Our riders are creating their own, authentic content and passing it on. Itâs that same authentic content, we
want to tap into.
Quick Poll: How many of you have used Yelp!, Zagat or Google to check reviews of restaurants?
More and more, weâre getting involved in our favorite brands and sharing those experiences with others.
If we spend some dollars on already converted users, theyâre likely to share those positive experiences and
convert others for our cause!
<With the rise of internet, email and social networks integrated more and more into our daily lives,
the funnel becomes expanded out based on consumer engagement with the product/message and
the [social] sharing of that experience across their networks.
New marketing plans when including a focus on user involvement, engagement, trial and experience,
result social sharing from current brand ambassadors (current users/believers) with positive experiences,
generating Word of Mouth interest and gathering new customers (and ultimately greater conversions).>
So it stands to reason, by engaging current riders theyâll in turn engage others, sharing their stories and
experiences, building our brand awareness.
The importance of the integrated marketing campaign stems from all the ways we now receive
messages.
Think back to the late 80s, early 90s, when we marketers were awed by the targeting power of Direct
Mail (targeting messaging down to the Zip Code). Then email in the mid to late 90s, allowed us to target
even further, and more affordably.
Now social networks allow us to target even more, based on our embedded profiles, likes and interests.
Now we have to understand our target audience much more, to find the right media mix to reach them.
Weâre all marketing in one form or another. And most even understand the importance of online
marketing and even social media. But thereâs still a slow move into the mobile space.
For those reasons weâll go over more âHow toâ when speaking on those elements, and more of the
âWhat does it meanâ and âWhy should I careâ when discussing mobile.
Weâll divide up the non-traditional tactics you can use in your integrated marketing campaigns, in three
ways. First weâll look at ways to twist traditional media. Then weâll discuss ways to engage through new
media and social. Finally weâll discuss how the shift to mobile is taking place and what it means for our
marketing plans.
First, look at the resources you already have. Look at current partnerships, your staff, etc, and think about
expanding their role. Can you think of staff whose role you could expand?
Our example.
Using VDOTs internal video editors, we create Video News Releases we distribute on YouTube and can be used
by the press, if so inclined.
Invest in a little training or take an internal audit of skills, and transform traditional Press Releases into
more multimedia versions, with embedded links and buttons.
During the Virginia Tax Amnesty campaign, we created multimedia Press Releases with links to additional
content, our social networks and campaign commercials.
Next, think about revamping or reinventing mediums in unexpected ways.
Has anyone ever gotten stuck in congestion caused by Northern Virginia road construction?
Pulsar was tasked with communicating the road projects, delays and detours to residents across the region.
The message seemed to be too big for ad, so we created the Megaprojects newspaper insert, funded almost
entirely with outside advertising. The result after printing, stuffing and distribution to 500k homes -- 5¢ per
impression.
Itâs hard not to notice HCAâs new campaign promoting the wait time at their area hospital ERs. Theyâve
repurposed billboards for a major 2-way benefit. Providing consumers the wait time before they walk in
the door is a great public service, but also helps the hospitals even out traffic throughout the region.
FYI, thereâs also a text message component to this campaign, where you can text in to get wait times for
the closest ERs using your Zip code.
A final tactic I want to touch on, is the power of crowdsourcing. A cost efficient way to learn more about
your consumersâ needs. Think about it as outsourcing input directly from your customers, via open-ended
questions on your social networks, surveys and polls, or even encouraging comments on blog posts, etc.
An easy explanation of crowdsourcing would be American Idol. Think of how the judging has completely
been outsourced to the audience, engaging viewers through participation.
Hereâs a wonderful case study on crowdsourcing for urban planning. Some Virginia Tech graduate students
partnered with local planners. The result, an interactive Google map studying residents transit habits.
Locals can go on and draw out their frequent bike or walk paths. The information will be used when
distributing funds for bike/walk path development.
So how can user input make your business, product or message better? And whatâs the best way to invite it?
NextStopDesign.com was created to give riders the chance to design their next bus stop. Hugely successful
with hundreds of designs submitted, they recently completed their 2nd stop!
So how can user input make your business, product or message better? And whatâs the best way to invite it?
My crowdsourcing of respondents to todayâs workshop, determined how I could best gear the presentation
and following discussion. The results show many of you are participating in social media and even a few of
you really understand the value of the channels as two way conversation mediums.
Social sharing, Iâm sure most of you here are guilty of in some degree as individuals. But why and how
do businesses start using it?
VDOTâs use of youtube and more recently, flickr, came out of a need for data storage and a lack of
funding. Now they send press directly to the Flickr to download photos, and use YouTube for B-roll.
It sounds like most of you see the opportunity for free data hosting or using the channel to post or
broadcast your message.
Then others see the value of conversing with consumers over your brand or product. Letâs discuss
why and how that works. The next focus of our discussion will center on that very topic. Engaging
through new and social media.
Transparency is the underrated, highly beneficial result of a two-way conversation with your customers via
Social Media channels. Broadcasting your message is fine, and a well-equipped, efficient use of the free
mediums, but the real value comes from listening and quickly being able to address issues as they arise. This
is often what has agency heads and CEOs nervous, believing their audience could turn on the brand and they
may lose control.
The important thing to remember is this: in this day of rapid social sharing between consumers, the conversation
will take place, but you can only help shape it if youâre participating to begin with. There are hundreds of case
studies where letting issues stir and brew ends often ends up much worse than facing it head on. Think of Social
Media as an avenue to listen and attack the issues faster.
What are some examples? In the Digital World or the Real world? Tylenol, Ford/Firestone, Toyota
Most sites like Twitter, YouTube, Flickr, but especially Facebook have taken advantage of DIY bloggers,
web managers & non-profits, creating free code to distribute and plugin for added fuctionality.
With limited knowledge of web & code, most can easily implement these social-share features.
Who hasnât heard of YouTube? One of the biggest reasons it became so popular, so fast is because it gave
users the power to produce their own content. Another factor is the authenticity of the content. The top ranking
videos are rarely highly-produced or corporate-sponsored.
How are some ways you could engage your audience or encourage User Generated Content? Think about
creating competitions or at the end of your own shared video, adding a blip at the end challenging viewers to
make their own response videos.
We recently saved some dollars by taking already existing content from our website and transferring it
to a Facebook tab. For added engagement within the space, we included the Comment option.
UGC doesnât always have to be digital. Hereâs a great example of inviting users (or commissioning artists)
to build something interesting around your brand -- in this case Chalk Art. These 3D drawings only appear
3D from one angle, so their made for users sharing it via camera phones, etc.
Think about other ways you can engage your audience and incite UGC⌠e.g., Twt/Fb/YT Competitions
Geo-Social or Location-Based Networks have the potential to connect with users on the move, and on the
ground, in real-time.
SCVNGR, on the far left, engages users through a myriad of challenges to complete at any single
location/checkin. An evident trend on the rise and not going away any time soon, Facebook jumped
onboard recently, integrating âPlacesâ (seen in the middle) into their mobile app. But the big boys on
the block are no doubt, Foursquare and Gowalla.
NuRide is an excellent partnering opportunity to drive (strike that - motivate) users to keep ridesharing
through rewards. Thereâs a cost associated with the service but it provides unprecedented analytics for
Employer-TDM targeting and basically adds another member to your cause/team.
Plus, it can benefit your LEED status with Green credits and the cost can be significantly reduced with
greater numbers of partners within the area. HINT: Look at colleges and universities â UVA recently helped
bring NuRide in Charlottesville.
In short, the goal is 1) to increase traffic; and 2) broaden awareness, much further than your own social reach.
Sometimes our social audience isnât spreading the message fast enough. To expand your reach beyond,
look to social and search advertising. At cost-per-click, itâs extremely cost effective because it may be shown
along a search sidebar a hundred times but you only pay when someone actually clicks it.
If you frequently have events, use the Fb tab and create a reason for users to stop by every now and then
to see whatâs new. This takes action, beyond receiving a message in their stream.
Ride Solutions does a great job getting the news out of local events through their Facebook and Twitter
audience. But if youâre not a fan or a follower, the message never gets to you.
Using Facebook advertising or Promoted Tweets, they could exponentially increase the reach to drum up
more attendees.
Starting from the lower-left corner, moving clockwise, you can see an example of a Facebook Ad, then the recently
started Promoted Tweets, and finally some Google AdWords ads.
Facebook advertising offers unprecedented Return on Investment, mainly because of its user profiling-ability.
Google AdWords recently started offering Click-to-Call and Click-to-Map links when searching on a mobile
phone. All options make great, cost-efficient tools for competition promotion, giveaways, event support,
while increasing traffic and broadening reach.
Mini Cooper made a great call-to-action when creating a specific landing page to promote an event. Clicking
on the link from the Facebook Ad redirected you to a particular tab of their Facebook Page.
Custom tabs or landing pages within your Facebook Page only take simple html AND IT LEVELS THE
PLAYING FIELD.
Sadistically, I hope this disturbs you a bit. Every car company is doing this. The good newsâŚ
Custom tabs or landing pages within your Facebook Page only take simple html AND IT LEVELS THE
PLAYING FIELD. Plus, this creates a more engaging intro to your brand for new users who stumble upon
your Page or link.
If you currently have an internal web manager, they should be able to take current material and figure this
out in a matter of days, even hours, from zero.
Before we address some of the opportunities of Mobile, we should understand how the shift is taking place
and why you should take notice.
http://www.usatoday.com/tech/wireless/2010-03-01-news-cellphone_N.htm
http://www.nytimes.com/2010/05/14/technology/personaltech/14talk.html
These stats show a trend of dramatic increase of use shifting toward our mobile phones. (Ironic to call them
that anymore, because many of us use the device for so many reasons beyond simply talking.)
http://www.slideshare.net/CMSummit/ms-internet-trends060710final
Hereâs proof of the rapid use of mobile web. When thinking back, it often seems AOL really took off in a
matter of a few years. But in comparison to how fast Mobile Web has taken off since the inception of iPhone
and iPod Touch (through wifi), itâs growing roughly 4 times faster.
http://bits.blogs.nytimes.com/2010/07/07/increased-mobile-web-use-and-the-digital-divide/?emc=eta1
The Mobile Web is being endorsed in the greatest droves, by household incomes under $30k/annually, as
the primary internet connection. There are parts of Africa (where mobile internet is much more reliable and
accessible) that are having addiction problems to mobile devices. They use mobile devices for connection,
shopping, gaming, etc.
http://www.slideshare.net/CMSummit/ms-internet-trends060710final
Back in the US, smartphones have seen a dramatic rise to power. Next year will see the devices outsell
traditional âfeatureâ phones and 2012 will find them outselling computers, both desktops and laptops
combined.
So how do we use the mobile device within integrated marketing plans?
A Text/SMS campaign has broad reach, as even traditional mobile phones have the functionality and many
are using the feature in increasing numbers. For a few hundred dollars a month you can secure a 5-digit
shortcode and service that collects numbers and schedules out-bound messages.
Itâs hard to forget the powerful text-to-donate campaign, the Red Cross put together for the Haiti relief efforts.
And on the right, see the text component to HCA hospitals ER wait-time campaign.
But how do you afford an SMS campaign on a dime? Shared shortcode for only a couple hundred dollars
per month ORâŚ
Look directly in the middle along the right-hand side. Someone read it for me.
Another cost effective way to promote your message is encouraging the SMS subscription to your tweetsâŚ
or subscription to Facebook Page updates. LOOK at the lower left-hand corner. What do you see?
Smarthphones enable a wide range of engagement tools.
Think about how you can integrate GPS, or a compass application, a phoneâs camera, emailing or text capabilities,
even barcode reading, to make a campaign or just one execution, that much more engaging.
VPSI proved a recent social marketing success using email marketing for a photo contest to win an iPad, cross-promoted through their blog, facebook and twitter.
They even took entries through twitter using a hashtag, the shortcut for turning words or phases into search terms or bookmarks within twitter. Iâd love for them to have also added a group pool on flickr and allowed users to populate their photos there.
400 photo submissions and 28,000 votes.
http://www.mobilemarketer.com/cms/news/associations/3665.html
Dockers used the accelerometer in the iPhone to create one of the first interactive ads. Every shake of the phone,
would have the subject do a little breakdancing. The engagement of the ad increased the response of the ad
exponentially.
Additionally, ads can now load videos, even link to online content without leaving the phone application.
A smartphoneâs camera is more and more commonly finding use as a tool. Newer Android phones are delivered with
the software built in, other smartphones only require an application download. The phoneâs camera now acts as a
shortcut to bypass keying in a url (on the tiny keyboard using your thumbs) and get you straight to the content.
A shortcut to coupons, a shortcut to video, a shortcut to product ratings, a shortcut to real-time bus/rail tracking, etc.
For example, downloading the app and snapping this tag links to my personal vCard (virtual business card).
Keep in mind these rules of engagement, when attracting new customers via social media or mobile.
*USP: Unique Selling Point
I challenge youâŚ
Like we said, know your competition. And Ford is certainly it. The strongest of the 3 Domestics after rejecting the bailout, Ford has also proven their risks arenât so risky.
To launch the Ford Fiesta they planned on snagging from their European market, Ford decided against traditional advertising (and all good sense) and gave 100 cars away to 100 socially-savvy, but otherwise typical, consumers for six months with the requirement of several missions. These missions, after completion, had to be submitted through social channels such as Twitter, YouTube, Facebook, and Flickr.
Their social channels are now overflowing with authentic content, highlighting the car in everyday settings. And has been shared, viewed and reshared, some hundreds of times over.
Adapting to the appeal, Ford cleverly incorporates it into their homepage for the Fiesta, literally allowing you to âexperienceâ the Fiesta on your own or through otherâs documented experiences.
Post the 6 month social awareness campaign, Ford found 37% pre-launch awareness among Millenials, almost identical to the Ford Focus several years ago with Millions in traditional advertising spend.
James Farley puts it best, âYou canât just say it. You have to get the people to say it to each other.â
Resulting from the Fiesta campaign, Ford has now moved 25% of their annual marketing spend to Digital/Social Media. What theyâre paying hundreds of thousands to companies to run their social/digital, we can train from within and accomplish similar goals on a smaller scale.
Also called UCG (user generated Content) â includes anything that can be generated online by users such as blogs, discussion boards, wikis, social networking sites, advertising, reviews, videos, photos. Youtube and Facebook were both built on UCG.
Our case study to demonstrate UGC isâŚ
The Car-Free Diet Skeptics Challenge was a user-generated campaign launched by Arlington County Commuter Services in 2010 with the goal of encouraging trial of the Car-Free Diet. The campaign was targeted at SOVers â car lovers from Arlington County â and asked them to go car free for 30 days and to share that experience online via a variety of social media tools (blog, FB, twitter, Foursquare, photos and videos).
So lets take a look at HOW we sourced our Skeptics and how this campaign created engagement. Our skeptics came to us via a combination of traditional and non-traditional media and many heard about the challenge via word of mouth. The skeptics were asked to apply online and to submit a youtube video describing how they would go about going car-free for 30 days.
Based on a combination of online voting (we received over 1200 votes in one month) and judging criteria â the two skeptics finalists were chosen.
Ross and Todd were both provided with a starter kit of elements to complete their challenge including a bike and a smartrip card loaded with fare value and trip planning advice. We created a single interface for them on carfreedietskeptics.com that enabled them to provide their updates in whatever format they wanted to â FB, Twitter, Foursquare, blog, youtube videos, photo updates.
The results! They both successfully completed the 30 day challenge and based on judging criteria, Todd was the grand prize winner and Ross was the first prize winner.
Todd â Grand Prize Winner
lost 10 pounds
saved $242
reduced his CO2 emissions by approximately 437 lbs
cut his bike commute time by 8 minutes
continues to live a car-lite lifestyle
Ross â First Prize Winner
saved $51
burned 6,400 calories by bike commuting and took him
just 5 minutes longer to commute home by bike than by car
Traveled over 400 miles
Saved 20 minutes RT travel time by taking Metro
reduced his CO2 emissions by approximately 408 lbs
sold his car
continues to car-light
And what are the engagement metrics? How do we measure engagement with this campaign? Here is an example of the metrics we were able to gather for Todd. Through a variety of sources, we know how many updates he did and in what medium and we can see how engaged his followers were â the number of FB likes, twitter followers, views of his videos, blog comments, and overall dashboard views.
We also have other metrics on our overall FB fan page, twitter feed, youtube views, website hits/visits, etc. as additional metrics for the campaign.
Post campaign, we saw a 30% rise in our Fb fan base, double our twitter followers (now reaching close to 2k), our Skeptics branded YouTube channel and videos received over 2500 views, and the website received over 26,000 visits with an average of 2 page views.
7,500 on AdWords and Fb Advertising.
Since the campaign, Ross and Todd went from Skeptics to believers. They are now being used in a testimonial campaign for ACCS promoting the Car-Free Diet and helping give tips to newbies about how easy it is to go on the Diet. You can find their tips on carfreediet.com and on our FB page.
And starting January 3rd, Skeptics Season II will be launching and we will be looking for TWO NEW Skeptics to take the challenge. This time around, we are testing out bar code tags to make it even easier to learn more about the challenge.
The Secret Sauce of Social Marketing
http://experiencematters.criticalmass.com/2010/05/19/the-secret-sauce-of-social-media-marketing-3-common-client-questions-answered/?utm_source=feedburner&utm_medium=twitter&utm_campaign=Feed%3A+experiencematters+%28Experience+Matters%29
5 Tips to Convince the Boss http://www.newageofmarketingandpr.com/2010/03/5-tips-to-convince-your-boss-to-engage.html
Adding Blogger Outreach to Your PR Plan http://mashable.com/2010/04/23/blogger-outreach-pr/
10 Ways to Initiate Social Conversation http://expeditusmedia.com/10-ways-to-initiate-a-conversation-on-the-social-web
Social ROI http://www.bitrebels.com/social/measure-social-media-roi/
Facebook Stats http://www.facebook.com/press/info.php?statistics
Social Media Business Tools http://mashable.com/2009/10/26/socia-media-entrepreneurs/