Social Media, Online Advertising and Web Analytics

amitklein

ak@amitklein.com

Indian School of Business Term 8#isbsm

Who am I?

ak@amitklein.com

How will this course be taught?

Methodology:• Interactive

– During class: Group discussions, Use Twitter (#isbsm): share moments you liked/didn’t, ask questions, give feedback

– Between classes: Share articles with your peers, engage in conversations with people in the industry, Ask questions, Retweet, Provide feedback on sessions and what you want to discuss

• Guest Speakers• Videos• Group Project

Schedule

• 2/27 (Sat) 5-7pm: Intro to Social Media• 2/28 (Sun) 9-11am: Social Media for B2B• 3/5 (Fri) 5-7pm: Intro to Paid Online Advertising

– Project Proposals Due• 3/6 (Sat) 8-10am: Intro to Web Analytics

– Project Kickoff• 3/19 (Fri) 5-7pm: TBD• 3/20 (Sat) 9-11am: Project Presentations Plus a couple mini-modules

Mini Modules

Short (20 min) topics:• Creating an investor pitch* • Copywriting for the web*• Monetization strategies for the web• Building successful web products • Social CRM• Developing Insights from Analytics• The future of Facebook and Twitter

Introduction to Social Media

Group Discussion: Is 2010 the year that Social Media goes mainstream in India?

Agenda

• What is social media?• Why engage in social media?• 12 Tips for Social Media Success• Indian social media usage• Recap of key lessons• Group project intro

What is Social Media?

“Social Media is a conversation supported by online tools”

~ Kelsey Ruger

Why engage in Social Media?

“Businesses will increasingly use social media to get closer with customers… It is getting too expensive and inconvenient to meet face-to-face in the real world, there will be more efforts to bring the conversation … to virtual communities.”

- Shel Israel

Why engage in Social Media?

Use social media to:• Improve Reputation / Authority• Increase Brand Awareness / Reach• Building Relationships / Engagement

While achieving business objectives:• Sales• Advertising• PR• Customer Service• Market Research• HR• Communication / Collaboration

Other:• Breaking News• Personal Branding• Social Activism

Marketing Funnel

Why engage in social media?

The overwhelming majority of consumers who engage with a brand online move from passive “receivers” to advocates: 97% increased brand awareness 98% show increased consideration 97% are more likely to purchase a product*

*All stats in this deck from feed.razorfish.com

12 Tips for Social Media Success

ProTip #1

• Make it easy to participate• Make it easy to share• Provide benefits to the participants

ProTip #2

Don’t just inform and sell, entertain

Will it Blend?

• Not just for large companies• This vid: 7.2mil views • All vids: 83mil views• Sales up 5x• Now selling merchandise

Facebook Fan Pages – Alicia Keys

“Researchers found that those who downloaded ‘free’ music – whether from lawful or seedy sources – were also 10 times more likely to pay for music. This would make music pirates the industry’s largest audience for digital sales”

- The Guardian

ProTip #3

Incentivize and reward fans with special access, deals and entertaining content– 26% of consumers of followed a brand on Twitter– 44% of consumers who follow a brand, do so for deals– 40% of consumers “friended” a brand on Facebook– 37% of consumers who “friended” a brand on Facebook do

so for deals– 23% follow a brand on Twitter for “interesting or

engaging” content

Victoria Secret Fan Page

• Blending content and advertising

@DellOutlet

• Dell has generated $6.5 mil over 2 years

ProTip #4

Use coupons/promo codes to track discounts across channels

Nike Plus

Nike as sold 1.8 million Nike+ devices

Nike Plus

Nike Plus

• Nike Plus community website:• tracks each run, pace, distance• comparison with other runs, runners• offline running communities• Competitions – Human Race 10k Run (1mil people)

• Blogging Network• Flickr (4,000+ photos for Human Race)• Youtube (1,000+ videos for Nike Plus)

ProTip #5

You don’t always have to sell… help people, add value, build trust.

Value Creation

SitOrSquat - Charmin

• Identify restrooms (availability, cleanliness, handicapped accessible)

• Adding real utility to users• Totally on brand

ProTip #6

Make sure your social media presence embodies your brand’s personality (on-brand)

Vodafone ZooZoos

Vodafone ZooZoos

Vodafone ZooZoos

Vodafone ZooZoos

• Funny, silly, entertaining – on brand

ProTip #7

Identify, empower and reward your evangilists

Facebook Fan Pages – Coke

• Coke Fan page was started by two regular users• In seven months grew to 3.3 million fans• Facebook changed rules and didn’t allow users to

create branded pages• Coke teamed up with the creators of the page, flew

them to HQ, gave them a tour, brought them into meetings, brainstormed ideas, made them part of the company, let them be real evangelists

Facebook Fan Pages – Coke

Pizza Hut - iPhone App

• 3 Months - $1m in sales• Order Pizzas, Play Games, 20% discount

ProTip #8

Utility + discounts + entertainment = success

Pizza Hut – Facebook App

ProTip #9

Give users multiple platform options to access your content/services and interact with your brand

Facebook Fan Pages – 1-800-Flowers

CoffeeGroundz

ProTip #10

Be human: use your real photo, name, title, personality

@comcastcares

ProTip #11

Let your customers build your products

Dell Ideastorm

Vitaminwater Facebook Connect

• Crowdsourced the flavor, name, design of new product

• Huge amount of participation from fans

• Makes people feel like they are helping create and shape the brand (which they are!)

Threadless

ProTip #12

Be creative – do something unexpected

Whopper Sacrifice

• 233,906 friends were removed by 82,771 people in less then a week

• Total cost of building app: < $50,000• 32mil media impressions: > $400,000

When Social Media Goes Wrong

#chetanblocks

• Chetan Bhagat author of Five Point Someone, One Night at the Call Center, Three Mistakes of My Life, Two States is one of the most followed Indians on Twitter

#chetanblocks

• Saad Akhtar author of webcomic flyyoufools.com responded and was blocked by Chetan

#chetanblocks

• Firestorm ensued:• 342,000 tweets with #chetanblocks in 2 days• What’s the difference between a Chetan Bhagat book and a

leech? The leech eventually stops sucking #chetanblocks

#chetanblocks

#chetanblocks

#chetanblocks

What’s the point?• Everything you say is public, think before you tweet• Don’t launch into flame wars with fans • Things bubble up very quickly• Power of the masses (for good or bad)

Facebook

Facebook

• Reach - Builds off Facebooks 400m users (200m active daily)

• Distribution / Virality - Actions are published directly to news feed

• Methods: Fan Pages, Apps, Connect

Facebook Apps

Facebook Connect

• Allows you to create a Facebook Application outside of Facebook

• Single sign on (no need to register for the site)• Use your photo• Publish content to your activity stream• Invite people from Facebook to participate in activity• Send email from Facebook on your behalf

CNN - Facebook Connect

During Obama Inauguration CNN allowed users to chat using Facebook Connect• 600,000 status updates posted during event• 4,000 status updates per minute• Millions of logins

Times Now – Twitter/FB

Twitter

“There’s a new tool that can help companies predict sales for the coming weeks, or decide whether to increase inventories or put items on sale in certain stores.

… it’s called Twitter”

- MIT Sloan

How to leverage Twitter

• Setup keyword searches for you and your competitors• Engage people / participate in conversations / build trust• Gather feedback about your products / services• Share links / info• Don’t just talk about yourself! - Retweet others • Try coupons / promotions - measurable• Take orders• Contests• People are finding new uses all the time…

Group Discussion: Is a Corporate Website Necessary Anymore?

Recap

Key Point

FB and Twitter are just tools, they might disappear but the concepts will remain

ProTips

1. Make it easy to participate and share / provide benefits for participation

2. Don’t just inform and sell, entertain3. Incentivize and reward fans with special access, deals, and

entertaining content4. Use promo codes / coupons to track discounts across

channels5. You don’t always have to sell… help people, add value, build

trust6. Make sure your social media presence embodies your

brand’s personality (on brand)

ProTips

7. Identify, empower and reward your evangelists 8. Utility + discounts + entertainment = success9. Give users multiple platform options to access your content /

services and engage with your brand10. Be human, use your real name, photo, bio, title. 11. Let your customers help build your products12. Be creative, do something unexpected

Does this stuff work in India?

India SM usage

• Internet penetration around 4.2% (47mil users)*• India 9th most Twitterers (1.7% of total users)• A medium like any other (tv, radio, mobile) – can’t be ignored• Depends on your target audience (urban, disposable income,

younger)• Perception is still about traffic rather then quality/leads**

India SM usage

Conclusions:• Awareness is starting• Indian brands still experimenting• Very few successes• Once there are a few runaway successes more and more

brands will jump on the bandwagon

Still in infancy, cannot be ignored.

Group Project

Group Project

• Form teams of 4-5 people• Partner with a local NGO and create a strategy to generate awareness / solicit donations for a

cause• There will be an Adwords component as well TBD

Deliverables:• Project Proposal (March 5th)

– how will you use social media– how you will measure success (I can help here)

• Presentation (March 20th)– 10 min– What you did– how you measured up to your criteria for success– what troubles you encountered – lessons you learned – use any medium you’d like (ppt, doc, vid)

Group Project

Takes a long time to build communities – think small, but be innovative.

Idea Suggestions:• Adopt a grandparent (FB)

– Ask users to post / share stories about their grandparents– 100 new fans

• Photo contest for underprivileged children– Give cameras to kids and post their photos– Have NGO sell best ones for donations

• Create an offline event (clothes drive, book drive) – use social media only to get participation

For Next Class

Twitter• Make three #isbsm related post a day (share a link, write at someone,

retweet)

Group Project:• Pick your group• Find an NGO• Come up with a campaign• How you will execute • Metrics you will use to define success

Socialnomics - ROI

Questions?