Social3i delivered a high-level overview on social media to the State of Washington. Here is the presentation we walked through. www.social3i.com

1. Developing Social Media Strategies and Programs (with an Education Angle) April 13, 2011 Andy Boyer, Becky Sparks Parker

3. We provide large-scale brand analysis, audience research and social marketing programs for major global brands, small to mid-sized companies and government organizations.

4. We focus on social commerce and delivering ROI-based programs, not just brand impressions.

5. Background with RealNetworks, Publicis, T-Mobile, Microsoft, Photoworks, venture-backed startups, non-profits, and minor league baseball.

6. Join us:

7. andy@social3i.com | becky@social3i.com

8. www.Social3i.com | Twitter: @social3i

11. Hands on Instruction on Channel Development

12. Social Media Community Management Training

13. Tools and Technologies

14. Social Media Policy Examples

15. Monitoring on Social Media Monitoring Tools

17. Why Are We Here?

18. Video: Social Media Overview

19. The Face of the New Internet is Social Facebook has passed Google & Yahoo in # of Visits Per Month Jan 2010 Jan 2011

20. Now News Travels at the Speed of Social Media 3:26 pm photo was posted to Janis Krum’s (@jkrums) twitter profile New York Times broke the news at 3:48 pm and didn’t post to the front page until 4:00 pm Page 8

21. We all know this guy

22. But some people think it’s just for kids and parties

23. However, there are a lot of reputable campaigns

24. You can even customize news delivery

25. And ~30% of users are over 35 40% of internet users between 30 and 49 years of age use social media every day Fastest growing demographic!

26. Even parents and teachers are embracing it Nearly half (48%) of parents add their children as friends on Facebook or instant messaging.

27. Some parents make it more than a hobby

28. In fact, we even work for an assisted living community

29. The Social Web is influencing customer decisions Data: Nielsen Research / Comscore Media Metrix 2009

30. Social Media Channels – An Overview

31. Quiz Time: Basic Logos We Need to Know Facebook Twitter YouTube LinkedIn Wordpress Blogger Wikipedia Foursquare MySpace Flickr

33. The Heavyweights Facebook, YouTube, Twitter, LinkedIn

34. The Social Media Heavyhitters In August 2010, U.S. web users spent about 41.1 million minutes on Facebook, which represents ~10% of their entire web-surfing time that month. Youtube.com increased the average minutes per viewer over the past year by 20%, with viewers watching nearly 4.5 hours of video in August 2010. Users spent 2 hours and 12 minutes on Twitter.com each month in November 2010, an increase of 20% from 2009. LinkedIn grew its visits by only 2% in 2010, but its unique visitors grew by 8.2%, highlighting that users are spending more time on the professional networking site.

35. Facebook connects friends, people who share similar interests

36. Questions: What kind of businesses use Facebook for connecting with their audience? What kinds of things can you do on a Facebook page?

37. Small Business – The Metropolitan Grill

38. Big Business: Oreo

39. Major Soft Drinks - Red Bull

40. Startups - Golazo

41. Startups - Golazo

42. Education - University of Washington

43. Seattle University

44. Education - Seattle University

45. YouTube Where users upload, share & watch videos for free

47. After 20 days, a YouTube video has had 75% of its total views.

48. That's a really short life span for YouTube videos, and it's probably getting shorter. In 2008, it took 14 days for a video to get 50% of its views and 44 days to get 75% of its viewshttp://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5#ixzz0vSdScBK1

49. Classic Campaign – Old Spice

50. Classic Campaign - Blendtec

51. But it’s also used for education

52. The Khan Academy

53. Ted Conferences

54. Fun with Video – Coca Cola Happiness Machine

55. Fun with Video - The VW Fun Theory

56. Twitter - 140 characters of fun

57. The mainstream has adopted Twitter

58. And it is being used here in Olympia

59. And your boss’ boss’ boss is even using it

60. Some teens and young people socialize & learn on Twitter as well

61. So, who does the Governor follow?

62. Best Practice - Comcast Cares

63. Best Practice - Comcast Cares

64. Best Practice - Comcast Cares

65. How does Education leverage Twitter

66. Teachers are pulling Twitter into the classroom Dr. Monica Rankin, a Professor of History at the University of Texas uses Twitter to engage more of her 90+ students into the classroom discussion. Erica Robles, an assistant professor of media and communication at New York University discovered that when students were asked to answer questions using Twitter, they felt less pressure, even if the answer was incorrect. “Social media allows teachers to manage social anxiety and create a safe learning environment where everybody learns.”

67. LinkedIn helps organizations and professionals make new contacts and keep in touch

68. LinkedIn

69. LinkedIn

70. LinkedIn Maps

71. LinkedIn Signal

72. Education industry professionals connect on LinkedIn

73. Integrated Plan: Starbucks

74. Integrated Plan: Starbucks

75. Integrated Plan: Starbucks

76. Case Study #Fail or #Win? - Skittles Page 62

77. Case Study #Fail or #Win? - Skittles Page 63

78. Case Study #Fail or #Win? - Skittles April 15, 2011 Page 64

79. Case Study #Fail or #Win? - Skittles

80. Case Study: Building a Community Launched in August 2007, The Viewspaper has quickly emerged to become India’s largest youth paper. Based on the citizen journalist format, the organization has grown to a network of 5 sites with a UK edition and verticals in ads, careers, health and pet care. The Viewspaper network receives 1.5 million visitors a month around 4,000 people have contributed to it.

81. Case Study: Viewspaper– How they did it Objective: get more and more young people to share their views and to express themselves. A startup with limited funds for marketing, they used a combination of people on the street and social media to gain a following. Using all volunteers, they started with extensive poster campaigns in schools and colleges and conducted presentations at various educational institutions across the country. They used email campaigns targeted at college students and created a Facebook page and FB advertising with a clear call to action.

82. Case Study: Viewspaper – Progress When they launched on day 1 they had 0 writers. By using social media and their volunteers, they got 30 writers in the 1st month and 700 by the end of the first year. It grew more rapidly from there….. # of Contributors/ Writers Day 1 Month 1 Year 1 Year 3

83. Case Study: Viewspaper – It doesn’t end there Viewspaper built a community of intelligent and thoughtful young people on limited budgets. Their objective was not just to get another Facebook fan or a Twitter follower. Instead they focus on bringing in people who are committed and willing to put in their time and effort. They have cultivated their community by engaging with them through their online and offline engagement and recognition programs. Now, the average number of contributions per person to the Viewspaper is 5 which means that a person is spending at least 10 hours of his or her time in writing articles, a testament to the kind of committed and loyal community they have been able to build.

84. Mobile: WSDOT uses mobile app to help drivers plan their routes

85. Mobile: ACE reaches high school students where they are – on their phones ACE needs ur help to win $250,000 this July! 10 secs, VOTE daily: http://lil.ms/lu/8sn3c - txt bck JULY 2 to get reminders + access to prizes! People helping people. It’s a powerful thing. Help ACE win Clif Bar gear by logging 4 bike miles 4 the BLUE team! http://2milechallenge.com/ to get rolling!

86. And We Still Haven’t REALLY Gotten To…. iPads Apps Flickr Yelp Biznik Podcasts Ustream Groupon / Living Social Digg / Reddit Etc……

87. Section 3: Building Your Social Marketing Strategy and Program

88. Before You Get Started – Know WOMMA’s Rules www.womma.org It’s all about the Honesty ROI. Ethical word of mouth marketers always strive for transparency and honesty in all communications with consumers, with advocates, and with those people who advocates speak to on behalf of a product.* Honesty of Relationship – you say who you’re speaking for* Honesty of Opinion – you say what you truly believe; you never shill* Honesty of Identity – you say who you are; you never falsify your identity

89. Section Agenda – The ABCDE’s of Social Media

90. Audience Identification

91. Audience Identification:Sample Persona Jenny Age: 13-18 Hobbies: Music, Hanging out with friends Where she gets Info: Facebook Jenny lives on Facebook, and on music sites like Pandora, Grooveshark, Mog and Spotify She wants to be the first of her friends to share new music and concert information. She is influenced by other trend setters, and followed by many people who look to her for pop culture stories.

92. Audience Identification:Sample Persona Steve Age: 25-34 Hobbies: Technology, Workaholic Where he gets Info: Smartphone Apps, Mobile Web Steve is on the go. You can update your website all you want, but he’ll never see it unless someone sends it ot him via Twitter. Steve can’t be reached via radio, print or direct mail. He listens to XM when his iPod isn’t plugged into his car stereo playing podcasts he downloaded. When Steve isn’t working, he is working out and exercising, buying healthy foods, and attending networking events.

93. Audience Identification:Goal Setting The Long Term Goal: Giving customers a say in developing, supporting and evangelizing your brand Influence Integrate Melding social into your overall marketing program Interact Enagaging with fans, followers, press, analysts and critics Interest Basic benchmarking, auditing and listening to conversation about your brand, customers & products Ignore Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors

94. Audience Identification:Finding Influencers

95. Building Channels

96. Building Channels Step 1:Set up a dedicated email address

97. Building Channels (The Brian Solis Flower)

98. Marketing Awareness Lifecycle

99. Social Media Works With Your Existing Marketing Connecting Traditional Customer Touchpoints Crowdsourcing information to improve programs and services Product / Service Development Maximizing an ad campaign by extending the content to channels not covered by paid media Searching for external opportunities to service customer related issues, Customer Support Outbound PR / Advertising Page 85

100. Are we Building Channels for SEO?

101. Are we Building Channels for SEO?

102. Commonly Used Social Toolshttp://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed

103. Building Channels - Facebook Page Tutorial

104. Create A PageStart at http://www.facebook.com/pages/manage/

105. Create A Page

106. Create A Page

107. Create A Page

108. Create A Page

109. Create A Page

110. Create a Page

111. Create a Page

112. Create a Page

113. Create a Page

114. Create a Page

115. Create a Page

116. Create a Page

117. Create a Page

118. Twitter – Building a Profile

119. Twitter – Set up

120. Twitter – Set up

121. Profile

122. Profile

123. Design

124. Design

125. Starting Up

126. Finding Follows

127. Finding Follows

128. Finding Follows

129. Following who you follow follows

130. Using Lists

131. Using #Hashtags

132. Using #Hashtags

133. Build your own Twitter Background in Powerpoint Adjust Page Setup for 20x12.5 Landscape Design your slide Save the slide as a .PNG File Upload the .PNG to Twitter Tweak it until the layour is right

134. Twitter Tool: Paper.li http://paper.li/GEARUPWA

135. www.twilert.com

136. Twitter Counter

137. YouTube Channel Set-Up

147. U.S. organizations must have current 501(c)(3) status, as assigned by the Internal Revenue Service, to be considered for the YouTube Non-profit Program

148. If you're an educational institution, you should apply for the YouTube EDU program.

149. The following organizations are not eligible for the YouTube Nonprofit Program:

150. Programs requiring membership and/or providing benefit solely to members, such as clubs, sports teams, alumni, networking and other membership organizations.

151. Religious content or proselytizing on website as well as organizations that use religion or sexual orientation as factor in hiring or populations served

152. Groups serving a primarily political function such as lobbying, think tanks and special interests

153. Commercial organizations, credit-counseling services, donation middleman services, fee-based organizations, universities, and nonprofit portals

155. Content Creation Tools

156. Sample Editorial Calendar

157. Url Shorteners – Bit.ly (Goo.gl , ow.ly , etc…)

158. Photo Apps Instagram 100 Cameras in 1

159. Flickr Slideshows

160. Video Slideshows - Animoto http://animoto.com/play/yoxTJ1XQPpAsNrIpAHijag?utm_source=merrillgardens.com&utm_medium=player&utm_campaign=player

162. Video Production - Stupeflix http://www.youtube.com/watch?v=XVfkyplkA00

163. Distribution

164. Social Media Marketing - Time Commitshttp://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed

165. Determining Level of Effort/Time/Money

166. Analysis: What to Measure

167. Twitter Tools – TweetDeck

168. Twitter Tools – CoTweet

169. www.seesmic.com

170. hootsuite

171. Hootsuite

173. Keeps stats on each of your channels that allows you to measure historically.

174. Limited plans are free and then paid plans offer increased reporting and site upload options.

175. http://www.tubemogul.comPage 151

176. Engagement

177. Best Practices Documents Best Practices for Company Blogging Tip #1. Recruit multiple bloggers Effective blogs are updated frequently. But many small marketing teams struggle to find the time to continually feed the beast. Having multiple contributors ensures your blog will be a compilation of multiple viewpoints and relevant expertise that attracts a variety of readers. Tip Tip #2. Enforce regular posting Maintaining a consistent schedule is essential to a successful blogging strategy. Get the CEO on board. Tip #3. Share metrics and reward success Run internal contests to single out the blogger whose post was shared the most. Shares the metrics from the team’s blogging and social efforts to show the rest of the company how important their contributions are. Source: Marketing Sherpa

178. Backup / Archive

179. More Tools and Toys

180. iPad Apps http://ipad.cuetoyou.net/events/2011-02-25/ipad-apps

181. Flavors.me

182. About.me

183. DandyID

184. Don’t Forget Your Measurement Tools

186. Real-time data can be configured to listen and respond to UGC posts as they happen.

187. Tracks established social media KPI’s (volume, engagement and sentiment) with automated workflow tools to turn this data into action.

189. Scoring of sentiment in twitter has known defects* that have yet to be addressed in the latest version of this tool

191. Dashboard built for analysts to do both qualitative and quantitative analysis.

192. Customizable sentiment dictionary allows for the most accurate sentiment tracking of all NLP based tracking tools.

194. Workflow tools are complicated to configure

196. Excellent video capture data

197. Email reporting capabilities are good.

200. Dashboard built for quantitative analysis.

201. Email reporting capabilities are good.

203. Workflow does not empower engagement

205. social3i Management Bios Andy Boyer Integrated Marketing Strategy & Planning As Co-Founder of social3i, Andy develops holistic social media programs that are integrated into overall marketing efforts. Hewas a Principal at social media agency Spring Creek Group from 2007-2010, leading client campaigns inside Microsoft and other companies, developing short and long term social media strategies, and recruiting a team of Engagement Leads and Community Managers. His previous experience is highlighted by six years in e-commerce marketing at streaming media pioneer RealNetworks from 1996-2002. Twitter: @aboyerLinkedin: Add Andy to your networkE-mail: andy@social3i.com Xavier Jimenez Integrated Marketing Research & Ideation Prior to co-founding social3i Xavier was Principal and Analytics Practice Head at social media agency Spring Creek Group in Seattle Washington. Xavier has worked with Fortune 500 brands like ubid.com, RealNetworks, American Greetings, T-Mobile and Microsoft to deliver deep consumer insights using emerging media measurement technologies. As chief social intelligence strategist, Xavier is tasked with qualifying and transforming raw data from online video, mobile advertising, widgets, blogs, social networks, and other user generated content into deep customer intelligence. Twitter: @xjimenezLinkedin: Add Xavier to your networkE-mail: xavier@social3i.com Colin Lamont Integrated Marketing & Mobile Campaigns Colin Lamont has 15 years direct marketing, e-commerce, and product management experience in helping build and grow consumer products and services. Most recently, he was the Vice President of Marketing at GotVoice, an Ignition Partners funded mobile solutions company that was successfully sold. An expert of integrated marketing, Colin leverages social media outreach to support direct marketing, branding, PR, speaking engagements and events to cost-effectively grow companies. Previously, Colin worked at RealNetworks, starting in 1995, & culminating as Director of Consumer Marketing for the RealGames and GameHouse divisions in 2006. Twitter: @social3i Linkedin: Add Colin to your networkE-mail: Colin@social3i.com

206. Thank You Web: http://www.social3i.com Blog: http://social3i.blogspot.com Twitter: @social3i