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Kinesis Marketing Social Media Brochure

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Social Media simply defined

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Kinesis Marketing Social Media Brochure

  1. 1. the workshop volume 2 social media be more than a needle in a haystack social media defined ground rules | 7 guiding principles | additional resources & links | glossary of terms
  2. 2. what is emerging or social media? traditional media vs. social media “Like many important concepts, [Social Media] doesn’t have a hard boundary, but rather, a gravitational core. You can visualize Web 2.0 as a set of principles and practices that tie together podcasts television a veritable solar system of sites that vlogs demonstrate some or all of those principles, at a varying distance from movies forums that core.” -Tim O’Reilly, CEO and observe contribute Founder of O’Reilly Media, Inc. radio wikis Emerging or Social Media are online print PUSH PUSH / PULL enterprise 2.0 tools and/or platforms that people platforms use to share opinions, insights, experiences and perspectives with one another. It can take on several forms, such as text, images, audio and video. The maturity and distinctive qualities of institutional consumer this medium are characterized by its control shift control User Participation, Openness, and Network Effects. 2
  3. 3. ground rules social media ground rules relates to outsiders’ perception of 4. distribution not centralization. Some basic rules that one should the organization), have a hard time Social Media, both its content and adhere to when entering the Social adjusting to. It is important, however, applications, are highly distributed Media space are: for the organization to steer clear and consists of many voices which of controlling, manipulating, or make it far more textured and rich 1. communication should come spamming a conversation if it does than Traditional, or “Old,” Media. in the form of conversation and not agree with them, as it would not monologue. It is important destroy the two-way dialogue that Once these Ground Rules have been to understand that those who is so vital. accepted the organization can begin participate in this space must to lay the foundation for the Guiding facilitate two-way discussion, 3. it’s all about pull and not push. Principles of Social Media. discourse and debate with little Pull Systems allow users to consume moderation and plenty of toleration. content they want, rather than forcing Furthermore, it is imperative that all it upon them with an external entity. be allowed in the space, not just a As companies shape their social select few that share a similar voice. media communities, understanding how to embrace “pull” rather than 2. honesty and transparency are “push” will help them learn yet core values. Social Media is often a another core value. Social media painfully candid forum that traditional communities succeed when people organizations, who are not made are in control of the conversation, not aware of the conversation (as it the other way around. 3
  4. 4. guiding principles principle 1 the web is a platform the web is a platform It has the largest single global audience and marketplace. As a result traditional platforms, such as Radio and TV, are converging online and companies are increasingly rich user making their products and services experience • iGoogle, gmail, available through it. Because the web tagging not participation AJAX, maps is becoming the primary location to taxonomy not just publishing share, access and store digital • flickr • blogs, del.icio.us content, it facilitates the creation of podcasts virtual applications, and acquiring data from numerous sources. web as radical components trust As a platform it drives Network (small pieces • wikipedia Effects, meaning that the more loosely joined) user people take part in something, the controls better the end product becomes. Here are some examples of other data network effects at work: attitude the right not to remix • Postal Mail technology • Phones • Fax the • Email trust your perpetual software • Instant Messaging users beta that improves • Web pages (such as wikipedia) the more people use it 4
  5. 5. principle 2 services go beyond a single vertical model device Design content and services that can (platform supplier controlled) be delivered across multiple devices. embedded/ iPods, podcasting equipment, This way you can expand your reach mobile layer readers, audio devices to a significantly larger audience. There are two models to consider VERTICAL consumer/ store software, when delivering content and services business pc synchronization drivers, in this space, the Vertical Model and layer media production apps the Horizontal Model. back-end media storage and serving, server payment processing, The Vertical Model is where the infrastructure community hosting device defines the service. horizontal model PCs, PDA’s, blog platforms, aggregation bloglines, mobile phones, media sharing sites MyYahoo, google, digital cameras, sites (Google, Technorati, reader, safari, networked GPS, Feedburner, etc.) sony eReader, sensors mobile phones real-world internet aggregating / syndication / capture presence syndication / RSS readers search HORIZONTAL In the Horizontal Model it’s the service that embraces the device. (platform participant controlled) 5
  6. 6. guiding principles principle 3 data is the competitive advantage Unique data, and the presentation of it, has become a powerful marketing asset. Companies like Google (search index data), Amazon (Amazon’s Reviews), Craigslist, and Intuit (TurboTax Advise Database) are among the many companies that provide their users with hard-to-recre- ate data. Another use for data comes in the form of capturing user behavior to a database. Knowing what search terms, articles, or photos were clicked upon can help a company determine what their site goers’ interests are and Ease of use, user contribution, makes the development cycle a even further, help them understand network effects, reserving rights, continuous one, where products are what their intentions may be in the free cooperation and conversation in a perpetual beta and being tested future. For example, the New York participation are all vital cogs in and improved constantly. For this Times has a “Most Popular” news product development 2.0. Finally, space the latter of the two has the article section, because they know how companies should keep processes best chance of succeeding. many users clicked on the articles. simple and continuous to ensure Keeping an open platform through successful product integration. principle 4 Open Web APIs will increase the When developing product for the develop lightweight product space, companies can opt to follow likelihood of “getting your product and business models out there.” Having an open API will the Current Model or the New allow 3rd parties to combine your Design patterns and characteristics Model. The Current Model provides should play a significant role when product with their own in the form of a companies with a traditional linear, developing products for Social Media mashup. The idea of Programmable mostly closed, development cycle with (or Product Development 2.0). Web is an eventuality that companies a defined end-point. The New Model hope for their product. 6
  7. 7. principle 5 principle 6 consumers to the product create a rich user experience harness collective intelligence development mix creates a network effect, hence expanding the input Providing positive user experiences Conversation Architecture is one companies get for their product. will increase the likelihood of the user’s of the core principles for harnessing return to the website. Using dynamic Collective Intelligence. Building a There are many instances where applications to build pages, instead conversation with consumers will companies rely on user contribution to of static pages, will greatly improve the yield a string of user contributions, create the product. In the community look and feel of a website. Using Rich a database of intentions, and data networking space, Facebook, Myspace Internet Applications (RIAs), such sharing that companies find extremely and LinkedIn all rely on their users to as AJAX, Flash, or Silverlight, will lay valuable. These “partners” (formerly keep their product updated. Vertical the foundation for a dynamic website. consumers) add value to “their” social networks rely on users to Mini-RIAs, such as widgets, badges, product in the sense that they are update blog (ex. TechCrunch) and or gadgets, will add a certain value to given a voice in the formation of wiki (ex. Wikipedia) entries to keep a website and its users. “their” product. Adding everyday their product refreshed. collective intelligence share content exponential content content network effects content audience consume 7
  8. 8. guiding principles principle 7 leverage the long tail the new marketplace Businesses with distribution power can sell a greater total amount of hard-to-find items than the most popular items. head The main forces that drive the Long popularity Tail are making the tools of production available to everyone, having a distribution channel that reaches nearly everyone, and a better connection between the supply and demand long tail chains. Examples of effective Long Tail usage are Netflix and Ebay. Netflix products caters to the masses by offering over 70,000 different titles on their virtual “shelf space,” while Ebay users create • Continuous optimization of the most 4. Brand Quality / Early Warning: profitable sections of the Long Tail identify and act on any quality a marketplace where people can buy or sell anything. perception issues, and track issues principle 8 through recalls and service bulletins. Effective use of the Long Tail comes measurement and reporting when companies leverage efficiently. 5. New Campaign Launch: harness There are five areas to focus on when Some examples of these are: learning from marketing effectiveness, measuring and reporting on a Social relationship marketing, reputation • Finding products that are low in Marketing campaign: management, brand quality and early demand, but consist of the majority 1. Marketing Effectiveness: get the warning and prepare the brand launch. of the market current climate of the brand. Getting solid numbers in the space • Seeking out smaller markets where 2. Relationship Marketing: identify, is difficult, but it can be done. demand is higher understand, leverage and monitor key Backend data can be collected by • Using the Internet to cost-effectively influencers to the brand. using free services like FeedBurner serve clients or Quantcast, or paid ones like 3. Reputation management: have a BuzzMetrics or Cymphony. “finger on the pulse” of the brand. 8
  9. 9. web 2.0 resources http://www.blogpulse.com/conversa tion social media is... http://www.go2web20.net/ Blogpulse’s conversation tracker will A directory of Web 2.0 applications help you track who’s linking to that and services. blog post about your company. • fairly easy to enter http://www.oreilly.com/ http://www.boardtracker.com O’Reilly Media spreads the knowledge Will keep an eye on popular forums • a public conversation of innovators through its books, online for you and alert you by RSS if your services, magazine, and conferences. company is mentioned in a thread. • not a single application http://gigaom.com/deliver http://www.compete.com Technology news, analysis and • a niche community Compete’s Search Analytics will also opinions on topics ranging from let you enter any domain name and broadband and online games to • about common sense see which keywords are driving Web 2.0. traffic to that site. Now you know which keywords your competitors • a desirable space to be in http://www.web2journal.com/ are targeting. Publisher of i-technology magazines, electronic newsletters, and education http://www.pipes.yahoo.com Take this all into account, and information Web portals as well You can quickly set up your own but remember that it’s as trade shows, conferences and RSS tracking, complete with filters Quality and not Quantity education. Engine Optimization into your life that will ultimately determine http://www.webware.com and into your marketing plan, share your success in this space. your new knowledge with your Site where computer users can associates so that your site can be learn about new and useful Web continually optimized. For more information we applications. recommend the following http://www.toprankblog.com/ http://www.technorati.com/ resources: One of the best options for tracking Get daily insights, resources and social media sites. Custom RSS feeds information on a range of internet let you get quick updates on any blog marketing strategies and tactics. that utters your company name. 9
  10. 10. glossary of terms mashup – A web application that pull system – Pictures, videos, work, combines data from more than one and information (or data). Allows users API – Application Programming source into a single integrated tool. to consume content that they want. Interface mini-RIA – A small application that push system – Forcing users to blogs – A website that provides is inserted into a webpage, or on a consume pre developed content. commentary or news on a particular desktop. subject, which encourages readers to RIA – Rich Internet Application leave comments in an interactive network effect – An action that format. causes a good or service to have a social media – Social Media is the value to a potential customer which democratization of information, collective intelligence – Intelligence depends on the number of other transforming people from content that emerges from the collaboration customers who own the good or are readers into content publishers. and participation of many individuals / users of the service. consumers. spamming – The abuse of electronic new model – Makes the development messaging systems to indiscriminately current model – Traditional linear, cycle a continuous one, where send unsolicited bulk messages. mostly closed, development cycle products are being tested and with a defined end-point. constantly improved. traditional media – Non digital media, such as TV, Radio, Print and Outdoor. emerging media – (also Social Media) open API – Sets of technologies that - A more mature, distinctive space enable websites to interact with each user participation – Active characterized by User Participation, other by using SOAP, JavaScript any involvement and interaction from the Openness, and Network Effects. other web technology. consumers on a site, blog and other forms of digital content. horizontal model – Services define perpetual beta – Development and the device, controlled by the release of a service in which constant vertical model – Devices define the participant. updates are the foundation for the service, controlled by the content habitability/usability of a service. supplier. long tail – Businesses with distribution power can sell a greater product development 2.0 – wiki – (derived from the Hawaiian volume of otherwise hard-to-find items Developing product for web 2.0. word for “quick”) a simple database, at smaller volumes than of popular with no barrier to entry, where users items at large volumes. programmable web – Constructing go to add or edit content collectively. distributed web-based applications in a platform, or object model across the web. 10
  11. 11. now, go be social
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