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Lexie Perez & Julia Weeks



Employee Engagement

• LinkedIn Corporate Solutions: tool for recruiters

• Recruiter subscription fees range from $100,000-250,000

Average Member

• College educated• 43 y/o, $107,000/yr• 1/4 are senior executives

Problems

• Lack of privacy settings• Must opt-out to stop third-

party advertisements from fielding data from profiles

Interesting Info

• All Fortune 500 companies

are represented• Former Oracle CFO Jeff

Epstein found on in 2008




FacebookNew in 2011

• Tag brand pages in photos• Skype powered video chat• Group chat• Ad prices increase• Ipad & Blackerry App• Facebook for business• New & improved Facebook insights• Topic groups for Newsfeed updates• Facebook messenger for Iphone & Androids

• Ads targeted by zip code• Privacy & Tagging changes• Reduce email notifications• Subscribe to pages• Changes newsfeed & timeline/ real-time ticker• Top Stories• TV & Movies stream • Enhanced Friends list• Expandable Ad unit• Social Jobs




Group Chat

Tag Brand PagesIpad App

New FB Insights

Topic Groups




Facebook for Business

Facebook Messenger

Subscribe to PagesNew FB Timeline




Top Stories

Expandable Ad Unit

Social Jobs



Brands on Facebook• Coca- Cola • Red Bull• Oreo• Skittles• Nike• Nutella

• Privacy settings• Backlash on changes• Too complicated • Information overload• “Dislike” button

Problems

Tid Bits• Average time spent: 8 hr/month• 732.4 million global unique visitors• 140 million US unique visitors• Ad Revenue to hit $10 billion in 2013• Most popular social network for all ages


http://www.facebook.com/#!/cocacola

http://www.facebook.com/redbull

http://www.facebook.com/oreo

http://www.facebook.com/skittles

http://www.facebook.com/nike

http://www.facebook.com/Nutella?ref=ts&sk=app_181432125248384



Integrated Social Media CampaignsFacebook

Think beyond the conversation to the recommendation…

Lexie Perez & Julia Weeks 12.1.11



Adidas: “Every Team Needs a Fan”

Players: Reggie Bush, Dwight Howard, BJ Upton, Dale EarnhardtTactics: •“Every Team Needs a Fan” Video Content (YouTube)- Watch->>Kick Off video-Watch->>Dwight Howard video•“Every Team Needs a Fan” Test Your Sports Knowledge (Facebook)• Reggie Bush in South Africa• Howard Earnhardt, Jr. & Upton During World Cup (Twitter & Facebook) • Follow Me, Follow Us- (Twitter) Who gets the most fans? •Dwight Howard hosted watch party in ATL for one winner that signed up via Facebook




Mission• Excite American fans of all sports about 2010 FIFA World Cup • 4 super athletes/celebs as ambassadors to drive fan engagement on www.facebook.com/adidasSoccer• Incorporate Twitter & YouTube into campaign• Captivate fans through live experience via Facebook, YouTube & Twitter

Why use Facebook? • Sports Fans have an affinity to athletes & crave interaction• Offers Fans an exclusive experience not available on any other SM platform; engaging an audience and offering exclusive content

Outcome• Increase in fan “likes” for both Adidas Soccer fan page & individual ambassadors• Increase in followers for individual ambassadors• Increase in YouTube views for both Adidas Soccer channel & individual ambassadors• Substantial increase in awareness & engagement within US sports fan market



are needed to see this picture. Mattel: Barbie & Ken

• Barbie & Ken reunion-• BarbieandKen.com - hub of the campaign, where users could vote on whether Barbie should “take Ken back” or not• Mattel separated Ken & Barbie social accounts• Follow Ken’s adventures to woo Barbie back via Facebook, Twitter, & Foursquare• Follow Barbie on Facebook & Twitter for reactions• Videos posted on YouTube incorporating online dating site Match.com to further humanize Barbie & Ken-http://youtu.be/t7N0lFdI4ig• Mixed both traditional offline marketing efforts & online


Watch: Barbie & Ken Reunion



Mission• Rebuild awareness of Mattel’s epic romance between Barbie & Ken• Leverage Barbie and Ken’s social channels to authentically share moments & insights into their romance, reunite the couple and re-emerge as the ultimate Roman-TECH couple

Why use Facebook? • Able to target large segment of Barbie enthusiasts & fans• Leverage both doll’s fanbase to drive engagement & buzz via valuable content

Outcome •34% increase in fans and a 200% increase in engagement on Barbie’s Facebook page• 5 million pageviews on BarbieandKen.com• Barbie & Ken reunited on February 14- end of campaign• #BarbieandKen trending topic in 15 cities, including New York City, Los Angeles, Dallas, Atlanta, Chicago and San Francisco


Mattel: Barbie & Ken



Social Media Campaigns that use LI

•Chevron

•Athenahealth

•Hp

•Volkswagen Holland




Largest energy corporation in the world with ties to the gas and oil industry.

Mission

•Create Chevron Group on LinkedIn.

•Target those in energy industry along with NGOs and policymakers.

•Utilize Partner Messaging and LinkedIn ads to increase members.

Why Use LI?

•Professional audience and interaction.

•Able to target by profession, job title, seniority and location.

Outcome

•92% of members read group emails.

•90% made repeat visits.

•87% read discussion threads.

•Membership doubled as a result of recommendations from other LI users.Lexie Perez & Julia Weeks



Premier provider of cloud-based services, electronic health records and patient communication for medical groups. Develop blogs, videos that instruct executives on methods for enhancing patient care while increasing revenue.

Mission

•Expand access to materials via LinkedIn content ad unit.

•Target top healthcare executives along with other players.

•Drive traffic to website and Twitter.

Why Use LI?

•Creative marketing tools that engage users.

•Widest market of healthcare executives.

•Able to target by profession and job description.

Outcome

•Click-to-conversion rate increased 61%.

•More leads and contact info.

•Number of Twitter followers rose.




Mission

•Create HP LinkedIn Company Page to engage clients and professionals.

•Set up LinkedIn recommendation, enabling users to endorse HP products/services.

•Utilize LinkedIn recommendation Ads to speed up process.

Why Use LI?

•Largest professional network in the world.

•Able to target by profession, job title, seniority and location.

Outcome

•500,000 viral updates were generated about HP services/products.

•20,000 additional followers on HP Company Page.

•2,000 people recommended HP in just 2 weeks.

Multinational information technology corporation.




Volkswagen Holland

http://www.linkeduit.nl/

Linkedout

•Encourages users to fill out their LinkedIn profile more completely.

•Choose friends to compete against. Battles take place around experience, recommendations and connections.

•Person with most comprehensive LinkedIn profile wins.

http://www.youtube.com/watch?v=m7TFcMWI-98




How to measure analytics on LinkedIn & Facebook?...

Lexie Perez & Julia Weeks 12.8.11


are needed to see this picture.Who’s Viewed Your Profile




Profile Stats:

Who’s Viewed Your Profile, Trends



are needed to see this picture. Subscription Plans

Lexie Perez & Jula Weeks


are needed to see this picture. Network Statistics



are needed to see this picture. Company Pages Analytics

Who’s visiting your co. profile

Who’s following your page

Their Industry

Company

Position

Tracks visitors to your careers tab, products and services tab, promotional banners and which visitors reach out to your employees




Profile Stats - Available to free basic account holders only if you display your name and headline when selecting what others see when you've viewed their profile.

Up to 5 results of who's viewed your profile Number of visits to your profile Number of times you've appeared in search results

vs.

Profile Stats Pro - Available to all premium account holders.

The full list of who's viewed your profile o (Note: You won't see additional information about a profile viewer if they've chosen to remain anonymous in their privacy settings)

Trends Total profile visits Keywords used to find your profile Number of times you've appeared in search results Industries of people viewing your profile

Free vs. Premium Accounts



are needed to see this picture.Profile Stats Pro Trends Graphs

Keywords Geography Industry

Visits



are needed to see this picture. Group Statistics- Summary



are needed to see this picture. Demographics



are needed to see this picture. Growth



are needed to see this picture. Activity



are needed to see this picture. Analytics Limitations

• Must pay for premium packages

• Not enough data

• Challenge of how to target consumers with available data

• Platforms keep changing




1. Understand the performance of your page

1. Fine tune your publishing strategy to get more people to talk about your page

Facebook Insights: Old vs. New




Posts published to Page influence the # ppl talking about you & how the # of ppl talking about you influences overall reach.

# of unique ppl who saw post (organic, paid, viral reach)

# of ppl who engaged w/your post

# of ppl who created a story from from page post

# of unique ppl who created story from a page post as a % of the # of unique ppl who’ve seen it

Facebook Insights revamped dashboard




Facebook Insights: Old vs. New

In the new metrics, we get reach, engaged, talking about this, and virality. What’s missing is the frequency with which we reach each of these unique users.



are needed to see this picture. Analyze Your Audience: Demographics & Location




How people talk about you?




Breakdown of Sources




Newsfeed Negative Feedback

Page administrators who click “engaged users” on Facebook posts can now see how many users either hid their posts or gave them negative feedback in their news feeds.



are needed to see this picture. Analytics Limitations

• No set standard

• Data overload

• Frequency of exposure

• Frequent glitches

• Platform keeps changing




In a Facebook world…What’s New? In a Facebook world…What’s New? What’s up & coming? What’s up & coming?

Path.com | Launched November 2010 | Approx. 1 million users | San Francisco, CA

AutomaticPath learns about you and automatically posts when you go to a different neighborhood or city. More posts in your Path, without your effort. EmotionRespond to moments with any one of five core emotions: smile, frown, gasp, laugh, and love.SeenKnow when your loved ones see your moments.VisitsKnow when your loved ones stop by your Path for a visit.PagesLearn more about the places and artists your loved ones post.SettingsControl your Path experience from your mobile device, no need to visit a website.

AboutAbout

FeaturesFeatures PersonalizeChoose a cover wallpaper for your Path from your photo library, or choose from over 42 handpicked photos from photographer John Carey. Also choose from one of 6 free and 4 premium lenses to filter your photo and video moments into beautiful works of art. MenuAccess key features (Menu and Friends) by simply swiping your screen left or right with a simple gesture.SecurityYour Path is securely stored in the cloud on Path's servers using world class technology and techniques.SharingFor the occasional moment you’d like to share in public, you can share to Facebook, Twitter or Foursquare & Tumblr.

Lexie Perez & Julia Weeks12.15.11



What’s its value What’s its value proposition? proposition?

Unlike Facebook, Path allows users to share intimate details of your life with an exclusive list of friends–or just with yourself if you choose to do so. Recently rebranded the app as a “smart journal”. Where Facebook has what it calls profile pages, users of the Path’s apps have what are called paths. Path compares them to a private diary or journal that they’ve chosen to share with their closest friends and family. With Path 2, users can now share a host of new information, including thoughts, music, location and even sleeping habits. Users can still only pick 150 people with whom they want to share their path, keeping to the company’s novel way of encouraging sharing within a hyper-private environment.Path doesn’t allow friends to post on another friend’s path. There is still the option of sharing your information more publicly because Path allows you to automatically post your updates to Facebook, Foursquare or Twitter.


View Demo View Ad



Pinterest |Launched in 2010 | Approx. 1 billion page views per month | Palo Alto, CA AboutAbout

…connect everyone in the world through the 'things' they find interesting. We think that a favorite book, toy, or recipe can reveal a common link between two people. With millions of new pins added every week, Pinterest is connecting people all over the world based on shared tastes and interests .

MissionMission




Think of it as a collage that can be shared among the community.




What’s its value proposition? What’s its value proposition? The site is designed with the understanding that in their zigzag around the Web, people are constantly stumbling across cute trinkets, interesting books, iPad cases and pieces of furniture. Pinterest allows users to save the items and organize them into sets, including holiday wish lists. Pinterest users can follow each others’ lists to look out for gift ideas.

Own lexicon: Pin, Repin, Pinboards, Pin Etiquette

Silicon Valley marks Pinterest’s user growth rate is what Facebook’s was five years ago

Pictures >> Text

Install bookmarklet to browser and “pin” images across the web


Why people love Pinterest?




AboutAbout

SECURITY! Diaspora is an open-source and distributed community of social networks run by users that enables you to own your own personal data, control with whom you share, and discover cool stuff throughout the Web.

MissionMission

Launched in 2010 | Alpha Stage | San Francisco, CA




13 languages

“Aspects” similar to Google Plus’ “circles”

Ownership of photos

Invite only to register

Change your profile name anytime.

Change the email you use to access Diaspora and receive notifications anytime.

Integrate Twitter and Tumblr accounts.

Limited apps for now, but more are said to be on the way.

A function to export all of your personal data is planned for the future.

Features




What’s its value proposition? What’s its value proposition?

According to Mashable.com, Diaspora seems to be an answer for those Facebook users, who are dissatisfied and sad with the latest updates. In recent times, there has been a lot of buzz on the social media sites about privacy concerns, updates and changes on Facebook. Hence, Diaspora is aiming to attract such online users who are angry with Facebook and seeking a change. Of course, Diaspora continues to be in alpha mode since a year and soon hopes to launch itself on the web.

Privacy related wins: Use your nickname or screen name, No advertisements, None of your data is sold

Diaspora is a software that can be installed on a server by someone that has the knowledge to do so. They in turn can allow people to register for an account on what they call their “pod”. There are many of these pods already established across the internet with many users. You register for a free account on a pod and you can seamlessly connect with other users on other pods the same as if you were making someone a friend on other social networking sites.

Preview Diaspora



LI What’s New

LinkedIn Today - Composed of stories shared by your connections. Can share stories or save them to read later.

Status Updates and Signal - Allows members to search connections’ updates by company, industry or location and save the searches.

Share Tools - Used to “Like,” leave a comment or forward to one of your groups.

Skills - Links to prominent members who list the skills in their profiles, companies that hire people with the skill and related job openings.

Embedded Apps - LI Application Directory lists 20 including Google Presentation, Slideshare Presentation and Huddle Workspaces.




Profile Organizer - Part of Premium Membership, allows members to save profiles, add contact info/notes and save them in a folder.

Product Recommendations - Members can recommend and review a product/service on a company profile, and their recommendations will appear on their profiles.

Apply Now Button - Uses LI profiles to apply for a position on a company’s job posting.

Display Ads - Can be targeted to the specific segment of LinkedIn professionals most receptive to your message.

Content Ads - Drives engagement through multiple streams of content in a single unit.

What’s New


are needed to see this picture. Recommendations

Skills

Apply Now

Profile Organizer



Competitors




viadeo

•Networking - Manage your network of professional contacts.Identify useful contacts through your extended network. Share information and knowledge.

•Business - Find new leads and partnership opportunities. Contact industry experts in your sector. Identify and recruit talent.

•Career - Showcase your expertise and get headhunted. Find a new role through your network. Enhance your online visibility.

Professional social network with over 40 million members worldwide. Founded in Paris in May 2004.



are needed to see this picture. Quora

•Accumulating Knowledge - Used to document the surrounding world.

•Reusable - There is only one version of a question on the site, and that material is focused in one place.

•Collaborative - Any user can edit the text of questions and the details around them, what topics are attached to which questions and the answer summaries.

•Continually Improving - Users can rate answers so the best ones rise to the top of the question pages.

•Organized - Each question has a list of topics making it easier to find related questions.

•Targeted - Users can follow topics, and Quora will show them relevant questions.

•People - Users supply their real name, photo and a bio so readers can take into account the author’s perspective.

Collection of questions and answers created, edited and organized by users.




Allows users to post photos and videos in their answers.

Quora Question



XINGProfessional business network with more than 11 million users worldwide.

•Founded in Hamburg, Germany in 2003.

•Used by people from 200 countries.

•Offers personal profiles, groups, discussion forums, event coordination.

•Basic membership is free, but a premium membership is available.




XING Homepage



are needed to see this picture. BranchOut


lexie perez & julia weeks all social network slides

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