Social Media Marketing & Community Management

The Study Guide: Week of March 15 2010

Social Media Marketing

Audience data + objectives + insight into your industry + strategic mindset as a marketer
will enable you to formulate a strategic approach that delivers results and permeates the
market. (Source: http://www.toprankblog.com/2010/03/2010-leadingre-conference)

And who are these social gamers? They are predominantly women. And, looking at it from
a national level, the French are mad for social gaming, followed by the Brits. (Source:
http://socialmediainfluence.com/2010/03/18/most-avid-social-gamers-likely-to-be-female-
french-divorced)
Source: http://cdn.mashable.com/wp-content/uploads/2010/03/1bntweets3.jpg

Up to 90% of high-income internet users regularly shop online. The internet is their number
one source for information about luxury products. Because the internet is founded on
principles of accessibility and democracy, luxury brands generally use digital as a way to
spread the brand's dreams and mythology. (Source: http://l2thinktank.com/?p=3513)

Superbowl Oscars

People surfing Web while watching TV

14

10.5

3.5

0
2009 2010

Source: http://socialmediagroup.com/2010/03/17/social-media-statistics-tv-multi-tasking-
online-news-and-your-brands-friends-fans-followers/
(Source: http://mashable.com/2010/03/18/social-media-sites-data/)

Tools and technology are not the most important thing when any brand uses social media.
Its your content and the people who manage and grow your activity who count. (http://
www.freshnetworks.com/blog/2010/03/the-seven-harsh-realities-of-social-media-for-any-
brand/)
(Source: http://www.emarketer.com/Article.aspx?R=1007579)

Community Management
The larger your community gets, the harder it is to genuinely know your members. Even
so, the investment of time to establish a relationship with at least your most active
members can produce invaluable results. (Source: http://blog.emoderation.com/2010/03/
getting-to-know-your-community-breaking.html)

Your new community, no matter how great, will not change habits. What I mean by this is
you will not be able to stop potential members from posting on Facebook or twitter or their
favorite Ning community. If you are assuming that your new community will become the
new gathering place for those belonging to the niche, I think you will be disappointed.
(Source: http://blog.angelaconnor.com/2010/03/06/your-new-community-wont-change-
habits/)

Always take steps to ensure that your bans have meaning. They should never be treated
as a game and, even though we administrators do have to take more abuse than the
average member, it is never OK for a member to be overtly disrespectful to you. Access to
your community is a privilege – it is not a right. (Source: http://
www.managingcommunities.com/2010/03/18/replying-to-a-banned-member-who-wants-to-
be-unbanned/)

Managers should be flexible over how the networks are used, and not try to control the
process too much. "You can plan, but these things are always organic and people will use
the network in ways you could not predict." (Source: http://www.computerweekly.com/
Articles/2010/03/19/240667/Dentists-use-social-networks-to-collaborate.htm
Emerging Technologies

% wanting mobile grocery coupons

% getting mobile grocery coupons

Smartphone owners and mobile coupons

40

30

20

10

0
2010

(Source: http://www.marketingprofs.com/charts/2010/3481/smartphone-owners-ready-for-
mobile-coupons)

A company called CauseWorld lets consumers check into actual products at retail stores.
A mobile-check-in (by scanning the barcode) will earn you karma points, and earn money
for charity. (Source: http://daveibsen.typepad.com/5_blogs_before_lunch/2010/03/the-
next-step-for-locationbased-social-networks-like-foursquare-checking-in-to-a-box-of-
tampax-a-con.htm)

Wikia, a site which allows anyone to create their own free wiki page, has announced a new
service, Answers from Wikia, that will enable anyone to create their own question and
answer sites as well. (Source: http://digital.venturebeat.com/2010/03/16/free-wiki-hosting-
company-wikia-to-let-you-create-your-own-question-and-answer-sites/)

Apple is working on a social networking app called iGroups. The app is likely to tie in with
your iPhone and MobileMe and will make it possible for groups of users to share
information around events. Events could include concerts, tradeshows, conferences,
business meetings, weddings etc. (Source:http://thenextweb.com/apple/2010/03/18/
apples-working-social-location-app-called-igroups)
Source: http://www.guardian.co.uk/technology/blog/2010/mar/17/url-shorteners-slowing-
web

Google is working on Android-based set-top box software with Intel and Sony, the New
York Times reports. It's the latest in Google's ongoing efforts to enter the TV industry.
(Source: http://www.businessinsider.com/how-google-plans-to-take-over-the-tv-
business-2010-3)

Websites will become less important over time. Brands will shift more of their dollars and
resources to creating a robust presence where people already are and figure out how to
use them to build relationships. Media companies will do the same -- they will be
increasingly "headless." (http://adage.com/digital/article?article_id=142765)

$billions spent on mobile marketing

MMA estimates of advertisers spend on mobile marketing

2.2

1.65

1.1

0.55

0
2009 2010 (estimate)

Source: http://www.marketingmag.com.au/news/view/2014/
Best Practice
There is not enough time in the day to call or write postcards to every customer, just to ask
how they’re doing. Prioritize efforts around your most valuable accounts and prospects.
(Source: http://www.marketingsherpa.com/sample.cfm?ident=31565)

By producing something in the ‘real world’, you can create something truly meaningful for
your online fans within marketing activity. (http://reputationonline.co.uk/2010/03/17/skittles-
shows-off-another-example-of-great-offlineonline-integration/)

There are Bad Reviews and then there are Bad Reviews With Legs because they were left
by people with a large social network. If a person with considerable “social wealth” says
something bad about you and it begins to gain traction, you need to step in and do what
you can to remedy the situation fast. Minor issues become reputation disasters when
they’re poked by the right person. Learn to identify them. (Source: http://
smallbiztrends.com/2010/03/when-to-respond-to-negative-reviews-and-not.html)

Keep in mind that your brand or client may find unusually productive niches of authorship
in peripheral verticals to your core. (Source: http://www.socialmediatoday.com/SMC/
182199)

The community should be the most visible aspect of the front page, conversations should
be highlighted, members featured, future events promoted. Content should primarily come
from members, not Homebase. (Source: http://www.feverbee.com/2010/03/what-happens-
when-you-pick-content-over-community.html)

A customized tab allows you to create a Facebook with an offer from your business or a
coupon or some kind of special that will get people interested in what you do.
(Source:http://www.imagineyourreality.com/blog/2010/03/why-you-need-to-create-custom-
facebook-tabs-for-your-fan-page)

When you're deciding how to incorporate analytics into your strategy, the most important
thing is that you are gathering actionable data. By this I mean that you have to be able to
use the information you gather to make a decision and take action. If you're not going to
use it to make a decision, it's a waste of time to even look at it. (http://
www.readwriteweb.com/start/2010/03/the-death-of-the-pageview.php)

The only reason a person will share or come back to your site is if they find great value in
reading what you have to say, so ensure you are proving readers with relevant and very
informative posts. (http://www.socialmediatoday.com/SMC/182648)