Presentation notes from the Frocomm Social Media Bootcamp, June 2009, Sydney presenters were Brian Giesen and Graham White from Ogilvy 360 Digital Influence

1. 360° Digital Influence Workshop
Social Media Bootcamp
June 2009

2. Agenda
01 Why does this matter & what will you get out of this?
02 Mapping communication goals to measurement
03 How to set up advanced listening posts
04 Creating effective engagement strategies
05 Influencer and network planning
06 Effective Blogger Outreach
07 Netvibes Power Hour
08 Knighting and next steps

3. 01 Why Does Social Media
Matter?
(and what you will get out of this?)

4. Internet Penetration – Australia
• AU – 21,807,000 population – Country Area: 7,686,850
• Capital City: Canberra – population 345,257 („08)
• 16,926,015 users as of March/09, 80.6% penetration
• Wireless broadband subscriptions tripled in Australia in 2008
• 8,000,000 active internet subscribers – 84% broadband connections
• Ranks 6th in the world for total number of Internet users, despite it‟s
small population.

5. Why Social Media Matters
It‟s Going Mainstream
Australians have become very active users of
social technologies like blogs, podcasting,
forums, and social networks.
75% of Australian online adults now
use social technologies
50% are members of a social network
25% create their own content
Source: Australian Adult Social Technographics® Revealed, Forrester, November 2008

6. Anatomy of a Communications Professional circa 2009
(PR Pro figure)

12. Your Stories

13. Media (Consumer Generated & New Media) Broadband Media
Syndication & Multimedia
Social Networks Delivery Search
Sharing

14. Why Social Media Matters
Content is Consumed Differently
Old School Emerging

15. 75% of people don't believe
that companies tell the truth in
advertisements.
(Yankelovich)

16. What’s the most trustworthy
source for purchase ideas?
US 81%
Word of
Mouth WW 70%
Editorial 56%
55%
Advertising 55%
59%
2006 eMarketer

18. Recap: Why does social media matter?
1. It‟s core to marketing and communications
2. Trust favors Word of Mouth
3. Interruptive advertising is losing effectiveness
4. Search is the new homepage
5. Clients demand digital & word of mouth

19. The 7 Barriers

20. It defies current org
structures

21. It’s about relationships
not transactions

22. Engagement is the
new “Reach”*
*need measurement standards…

23. It scales differently
1 Power Tech x 12 individuals x 4.14 individuals = 60+ Communications
G0 G1 G2

24. It started with horror
stories

25. Not enough training

26. Social media cannot
be controlled

27. Overcoming Barriers
Social media defiesorganization, methods & tools
Create your own current organizational structure
Get beyond campaign-thinking
It begs for a long term relationship (yet different than CRM)
Define the value through engagement
No measurement standard...yet
It scales differently time
Scale via tools and
Tell positive stories (w/measureable outcomes)
The big stories are based upon fear
Build a training culture
Not enough training
Demonstrate the planning
Social media cannot be "controlled“

28. 02 Mapping Goals to
Measurement

29. Your Briefs

30. Define the communication goal
Communication Goal Potential Tactics
Viral videos, games,
Make people aware of display advertising,
Awareness brand, product or issue head-of-tail blog
outreach, SEO plus
Brand Web sites,
Educate people and begin syndicated content, new
to demonstrate the media desk & room,
Evaluation relevance social media outreach
Brand Web sites,
Get people involved contests, blogs, games,
Engagement through spending time and social network
participation.
interactions.
Motivate people to openly Blog summits, Blogs,
support you, contribute vlogs, social network
Conversion something, share WOM groups, blogger
relations. Share-able
programs
Loyalty Convert people to
Promoters & loyal
Fan activation centers,
co-creation programs,
customers communities

31. Measurement Models
Most PR measurement models report:
• Activity (output)
• Impressions (reach)
• Message pull-through (impact)
Most Internet measurement models report:
• Impressions (reach)
• Action (e.g. click-through, email opens)

32. New Measurement Model
Awareness
Evaluation
} • Reach
Engagement
} Preference
Conversion
Advocacy } • Action

33. Conversation Impact™ Dashboard Summary
Metric / Goal Data Aware- Considera Prefer-
ness -tion ence Action Loyalty
Reach
• UMV – blogs, site, microsite, applications, other, total # Real-time to weekly
/ % change
• Time on site, # / % change Real-time
• Volume of online conversation, #/% change, Cost per Real-time to daily
Online Conversation Generated (CPICG)
• Share of voice in category (=Volume for brand / volume Real-time to daily
for category), # / % change, Cost per Increase in Share
of Voice (CPISV)
Preference
• Sentiment index of online conversation (% positive - % Daily
negative), # / pts change, consumers reached vs. all,
Cost Per Increase in Sentiment Index (CPISI)
• Share of positive voice in category (=Sentiment index Daily
for brand / sentiment index for category), # / % change,
consumers reached vs. all, Cost per Increase in Share of
Positive Sentiment (CPISP)
• Relative net promoter score (NPS) in category (=brand Monthly/
NPS / category NPS), # / % change, consumers reached Quarterly survey
vs. all, Cost per Point Increase in NPS (CPINP)
Action
• WOM network action: RPA, CPA, $, # Daily to weekly
• Blog contest-based action: RPA, CPA, $, # Real-time to weekly
• Microblog/Twitter-based action: RPA, CPA, $, # Real-time to weekly

34. Your Stories

35. Expanding the Impact of Marketing with Social Media
Ogilvy‟s 360° Digital Influence applies a strategic approach to activating word
of mouth – the most trusted source for opinions. We identify and engage
influencers, build grassroots community and rally people to causes they care
about. We have a 3-part approach:
Listening – discovering what people are saying about brands and
experiences across all social media
Planning – finding influencers and affinity groups to join our cause or
community
Engaging – involving influencers and community members such that they
care to tell their community of friends and family to get involved

36. Strategic Approach to Social Media & Word of Mouth
Community Design & Management
Conversation Maps Influencer Maps Blogger & Influencer Engagement Programs
Co-creation Program Design & Management
Live Community Events
Video Content: Viral, Episodic, Channels
Social Network Activation
Search Reputation Management
Digital Media Relations

37. 03 Advanced Listening Posts

38. Listening: Message Boards, Blogs, Social
Networks, Opinion Sites…
I will not recommend Sleep Number to anyone again (and I have done so in the
past) and if it comes up in the conversation. I post on Epinions and Craigslist
and intend to mention this in my posts and on my Blog. Instead of using a little
common sense, looking at longtime customer satisfaction, you have lost this
customer for life.
We were sorry to read about your experience and hope to be able to
resolve this issue and regain your confidence in us once again. In order
for us to do so, we’ll need more information from you to access your
account and remedy the situation. Please call Select Comfort directly at
1-800-787-5230 and ask to speak with AJ Stewart.
Two days after my diatribe about the Sleep Number bed appeared on this screen,
I was apologized to and told to call a number and ask for a particular person.
When I called I got a nice young lady named Amanda who asked what the
problem was and then the poor dear had to endure my ire while I detailed the
trouble. She listened with patience and asked me to hold on to see what could
be done. About 2-4 minutes later she comes on and says “we’ll be taking that
charge off your Amex”. I rescind my cessation of possible future purchases of
their product. The beds are as good as they advertise.

39. Flubies & Flublogia

40. Listening Post
Brand Planning &
Strategy Insights
(Conversation Maps)
Category
Rapid Response &
Engagement
Brand Ideas
Measurement
Competitors
Intelligence

41. Using Social Media Strategically
Services: Listening Programs
Listening Post : By creating the right conversation criteria, we can use technology
to collect and sort all of the relevant conversations across blogs, forums, Twitter,
social networks and review sites. Our strategists apply insight and recommended
action to every report
Listening Post powered by Radian6: This is our fastest , keyword-driven platform that collects
social Web mentions across multiple global markets. Ideal for benchmarking measurement,
informing strategy and rapid response to consumer generated media
Listening Post powered by Crimson Hexagon: Our CH-based platform is great for following and
reporting sentiment and opinion. It is one of the few platforms on the market that can provide
superior automated opinion reporting. Ideal for benchmarking measurement and informing
strategy
Listening Post powered by Visible Technologies: A more comprehensive solution to enterprise-
level cgm monitoring and response, our VT-based solution is great for operationalizing large
organizations to engage with bloggers on a daily basis. Ideal for benchmarking measurement,
informing strategy and rapid response to consumer generated media at a large scale

42. What is a Conversation Map?
• Starting point for all social media programs
• Focuses on discussion around brands, products or issues
• 1x, 50-70 slide research document
• The Conversation Map reveals:
– What is being said by whom
– Volume, tone and topics of conversation
– Insights resulting from the analysis
– Preliminary engagement ideas

43. How Conversation Maps Can Help
• Tracks perceptions and how messages are being interpreted
• Begins to identify important new influencers
• Triggers issue & communications response
• Offers a high-level view of emerging trends and what others are doing
• Demonstrates the impact and value of public relations or advertising
• Helps manage and improve an organization‟s reputation
• Identifies important conversations to join

44. When to do a Conversation Map
• Prior to starting any social media engagement program
• Initial research phase for new or existing client (e.g., focus
groups)
• Enlist supporters or identify potential detractors
• Establish a measurement benchmark

45. Conversation Map Overview:
Research Methodology

46. Example Conversation Maps
Engaging the Flubies
Elevating Low Influence Enthusiasts
Uncovering a Need for
Credible Answers

47. How To Create a Conversation Map
1. Orientation
1. Define objectives, goals, and budget
2. Understand the target audience
– Are they online? What sites are popular?
3. Define the timeframe (30 days)

48. How To Create a Conversation Map
2. Define the Conversation Criteria
Topic Sub-Topics Keywords
Online Education and • Online Education – Online Education - Student focused education
the Kaplan POV • Teacher Focused – Education + Talent gap - Student centric education
Model – Adaptive education - Student oriented education
• Student Focused Model – Experiential learning - Student goals in education
• Learner Focused Model – Experiential teaching - Learner focused education
– Work study programs - Teaching for best learning
– Life learning and education - Learner oriented education
– Change and education - Learner centric education
– Education Reform - Diversity and learning
– Teacher training - Work experience and learning
– New teaching methods - Conscious learning
– Better teachers - New teaching
Online University • Online University – Online University - Online MBA
• Online Grad School – Online College - Online law school
• Adult Education – Online Classes - Online graduate program
• Continuing Education – Internet University - Online career advancement
– Internet College - Adult Education
– Internet Classes - Continuing Education
Kaplan and • Kaplan University – Kaplan University, Kaplan online university, Concord Law*
Competitors • University of Phoenix – University of Phoenix, U of P
• Strayer University – Strayer University, Strayer
• Devry University – Devry University, Devry
• Walden University – Walden University, Walden
• Capella University – Capella University, Capella

49. How To Create a Conversation Map
3. Start Listening
Monitoring Tools
Type
Free Google Blogs, Technorati, Blogpulse, BoardReader,
Summize, Facebook Lexicon
Consolidated Radian 6, Buzz Numbers
Monitoring
Advanced Visible Technologies (enterprise & response)
Services Nielsen Buzzmetrics (outsourced reports)
BuzzLogic
Cymfony (cgm & traditional)
Umbria
Brand Dimensions
Kaava
Others: Andiamo, Biz360, eWatch, MediaSource

50. How To Create a Conversation Map
3. Start Listening
• Radian 6
• Manual Search Tools (See Links for Listening Handout)
• Cataloging – Delicious

51. How To Create a Conversation Map
4. Generate Insights
• Trends show what is; an insight says what it means
• Good Insights are:
– Tied to a business objective
– Supported by data/metrics
– Supported by sample verbatims
– Leading toward engagement ideas

52. How To Create a Conversation Map
5. Plot the Map
• Create an Executive Summary
– This section should summarize in 1-3 slides the general
findings and the recommendations for engagement
• Build a narrative throughout the supporting research slides, tell
the story of the insight
• Review for consistency in language, formatting

53. WORK SESSION:
Create a Conversation Map
1. Choose your conversation criteria
2. Search using free tools
1. Google Blogs/Technorati, YouTube, Flickr, del.icio.us,
tweetscan, BlogPulse
3. Find & Report Back 2-3 trends

54. 05 Influencer & Network
Planning

55. Leo Babauta

57. How to Determine Influence
• Blogs & Microblogs • Message Boards & Forums
– Number of inbound links – Breadth of boards
– Frequency/timeliness of posts – Quantity and timeliness of activity
– Followers & subscribers – Search engine visibility
– Number and content of comments – Affiliation
– Affiliation of author – Membership numbers
– Search engine visibility – Traffic
– Traffic
– RSS feed subscriptions • Social Networks
– Membership numbers
• Videos & Photo Communities – Types of community features present
– Number of views and downloads (e.g., profiles, blogs, video, message
– Number and content of comments boards)
– Ratings/peer assessment – Activity level on features
– Relevant groups – Affiliation
– Number of subscribers – Search engine visibility
– Number of inbound links

58. Inbound Links
RSS Subscriptions
Site Traffic
Conversation Index
Recency & Frequency
Identity & Affiliation

60. How to create an influencer audit
1. Determine 3-5 categories of influencers
2. Search for influencers
– Use free search tools
– Review the conversation map
– Follow blog rolls
3. Profile the influencers
4. Finalize the audit

61. How to create an influencer audit
Profiles should include the following:
Header
• Name of media outlet
• Audience/beat
• Media
Screen Grab and URL
Description
• Universally relevant
Relevance
• Why/how it fits into the strategy
Audience Reached
Criteria for Influence
• Based on type of media
Opportunities
• Checklist of tactics to consider

62. WORK SESSION:
Create an Influencer Audit
1. Look at the Conversation Map
2. Choose 1-2 “categories” of influencers to research
3. Each group is responsible for finding one of the following:
1. Blogger
2. Twitter
3. Message Board
4. Social Network Group (e.g., Facebook or Myspace)
5. Multimedia (e.g., Flickr or YouTube)

63. 04 Creating Effective
Engagement Strategies

65. Strategic Approach to Social Media & Word of Mouth
Community Design & Management
Conversation Maps Influencer Maps Blogger & Influencer Engagement Programs
Co-creation Program Design & Management
Live Community Events
Video Content: Viral, Episodic, Channels
Social Network Activation
Search Reputation Management
Digital Media Relations

66. Why is search important?
• 89% of all people online use search engines to find
information
• 49% of all people online use search engines every day
(second only to email)
• 75% of search engine users never scroll beyond the first
page of results
• The first 3 pages of search engine results are
defining our clients before they can “officially”
define themselves

67. MULTIMEDIA
PAID
SEARCH
ORGANIC RESULTS
SEARCH RESULTS

68. Search “Golden Triangle”

69. Improve positive results by 35%
85% positive results in top 30

70. Common Search Programs
• Search Engine Optimization (SEO) – On page and off
page approach to optimizing a Web page to return higher
in organic search results.
• Search Engine Marketing (SEM) – Keyword buys that
place your clients URLs highly in the paid search results
• Press Release Optimization
•Using the right keywords •Link keywords to site
•Incorporate into H1 Titles •First 250 words
•Repeat, repeat, repeat •2 – 8% keyword saturation

71. Digital Media Relations
Social Media Rooms

73. DIGITAL INFLUENCE HOW TO:
Social Media Press Release
A social media press release is an interactive
news release that combines text with multimedia
content – including photos, videos, slideshows,
and PDF documents.
This Web-based tool transforms the traditional
press release into a more impactful, useful and
sharable array of content meant for media old
and new.
The following slides outline recommended best
practices for developing and distributing a social
media press release.

75. (BRANDS IN SOCIAL MEDIA SLIDE)
http://wiki.beingpeterkim.com

76. Your Stories

77. Engagement
Communication Goal Potential Tactics
Viral videos, games,
Make people aware of display advertising,
Awareness brand, product or issue head-of-tail blog
outreach, SEO plus
Brand Web sites,
Educate people and begin syndicated content, new
to demonstrate the media desk & room,
Evaluation relevance social media outreach
Brand Web sites,
Get people involved contests, blogs, games,
Engagement through spending time and social network
participation.
interactions.
Motivate people to openly Blog summits, Blogs,
support you, contribute vlogs, social network
Conversion something, share WOM groups, blogger
relations. Share-able
programs
Loyalty Convert people to
Promoters & loyal
Fan activation centers,
co-creation programs,
customers communities

78. WORK SESSION:
Create an Engagement Plan
1. Review your communication goals and measurement options
2. Brainstorm around big ideas:
1. How can we be of-use to people?
2. Can you use social networks to extend reach?
3. Is their a co-creation opportunity here?
4. Can we extend our media relations via digital media relations?
5. Is their a content strategy here – video?
6. How can we get more people to pass along something…..
7. Can we embrace/create/activate brand ambassadors?
8. How do optimize for search?
9. Online & offline?
3. Present to group

79. Effective Blogger Outreach
*How to be a human being, play well with others, show
some respect and not shoot yourself or your client in the
foot

80. Ask not what bloggers can do
for your campaign. Ask what
your campaign can do for
bloggers!

81. How to Reach Out to Bloggers
Familiarize Yourself First
1. Have they posted about your client (issue, brand or
product) in the past? What has been the tone of the
post? Positive? Negative?
2. Have they posted about being “pitched” in the past and
being turned off? Have they talked about someone who
reached out to them in an effective way?
3. What do they write about and in what context are they
likely to write about your client‟s brand, product or
issue?
4. Are they serious? Do they like to make people laugh?

82. How to Reach Out to Bloggers
Contacting Them Appropriately
1. Send the blogger a personal email (no cut and paste jobs) and clearly identify
yourself.
2. Tell them why you are specifically reaching out to them. What was it about their
blog that makes them relevant?
3. If you get a response from the blogger indicating that they are willing to engage,
follow up right away: send product for them to review or additional information
they‟ve requested.
4. Urge bloggers to be transparent about the projects on which they are engaged
and divulge any relevant information: do they get to keep the products they
review?
5. Don‟t pester them unnecessarily, but build relationships with influential bloggers
who are relevant to the clients with which you work so that you can approach
them again in the future.

83. How to Reach Out to Bloggers
Offer Something of Value
1. Serve as an advisor as you develop and launch your campaign
2. Become a host, face or visible contributor to your effort
3. Co-create content
4. Participate in offline events, summit, blog storms
5. Write or review your campaign
6. If engaged in a meaningful and engaging way,
influencers help create organic WOM among target
audiences

88. Sample E-mail from Nestle Crunch
Hi Jeremy,
I‟m working with Nestle Crunch on a Wii giveaway contest and I wanted to see if Discovering Dad would be
interested in participating. When I found your blog, I loved your commitment to being a good dad and the
playful way that you interact with your kids. The Crunch brand is all about finding the kid in you no matter what your
age. That means doing something that you enjoyed as a kid like playing on the capture the flag or "don‟t step on the
cracks", or eating candy before dinner. As a dad, I‟m sure you can relate to this concept of having a young, playful
spirit.
We would love to involve you in the "For the Kid in You" (www.forthekidinyou.com,
www.facebook.com/nestlecrunch) campaign, which aims to start an online conversation about what people do to
keep the kid in themselves alive. Would you be interested in working with us to create a contest around this theme and
give away a Nintendo Wii game system to one of your readers?
We'd never ask you to talk about Nestle Crunch without giving you a little product experience yourself. In addition to
doing a Wii give away for your readers, we would also send you a piñata filled with Nestle Crunch bars so you can
inspire the kid in you with this fun game. This might not be good for your diet (I know I‟d have a hard time resisting),
but it could be fun for a summer BBQ.
Please let me know if you would be interested in helping us jump start this conversation and give away a Nintendo Wii.
If you are, I will provide you will more information about the contest.
I look forward to hearing from you.
Warm Regards, Sarah
PS- Here at Ogilvy, we have a code of ethics that we use to reach out to bloggers. Check it out here. You
can also read my bio to find out a little bit more about me.

89. What NOT to do…

90. Not Following the Blogger Code of Ethics…
“You are a marketer, and you obviously
didn't read my post about what crap it is that
your client is NOT producing real food. It's
an insult to real food.
But thanks for giving me something ELSE to
blog about.
Sorry. Read the blog next time.”

91. Best Practice Blogger Engagement
1. Do Your Homework
2. Engage. Don't Pitch.
3. Write The Perfect Email.
4. It's Not Their Day Job.
5. Follow The Code

92. Blogger Outreach Code of Ethics – Download:
http://tinyurl.com/ogilvy360

93. 1. We reach out to bloggers because we
respect your influence and feel that we
might have something that is
“remarkable” which could be of interest to
you and/or your audience.
2. We will only propose blogger outreach
as a tactic if it complements our overall
strategy. We will not recommend it as a
panacea for every social media campaign.

94. 3. Before we email you, we will check out
your blog‟s About, Contact and Advertising
page in an effort to see if you have
blatantly said you would not like to be
contacted by PR/Marketing companies. If
so, we‟ll leave you alone.
4. We will always be transparent and
clearly disclose who we are and whom we
work for in our outreach email.

95. 5. We won‟t pretend to have read your
blog if we haven‟t, and we‟ll make a best
effort to spend time reading the blogs we
plan on contacting.
6. In our email we will convey why we
think you, in particular, might be
interested in our client‟s product, issue,
event or message.

96. 7. We will seek to present you with a range of
opportunities to work together around a
campaign, so that you can create the best
experience possible for your audience. We
acknowledge that, when it comes to knowing your
audience, you are the expert.
8. We encourage you to disclose our relationship
with you to your readers, and will never ask you
to do otherwise.

97. 9. You are entitled to blog on information or
products we give you in any way you see fit. (Yes,
you can even say you hate it.)
10. If we reach out to you with news about a
product, campaign or issue, we will not provide
monetary compensation, because we believe it is
unethical to “buy” favorable reviews and not want
to appear as if we are.

98. 11. If you have advertising opportunities on your
blog, we will counsel our clients to consider
purchasing advertising as a way to reach your
readers. We will make it clear, however, that
paying for advertising does not mean that you
will post about the campaign or …
12. If we engage you as an advisor on a specific
project, we will consider providing you with
compensation (agreed upon at the start of the
project).

99. WORK SESSION:
Write Blogger Outreach Email
1. Choose an influencer from the
influencer audit.
2. Determine how they could best get
involved.
3. Draft an email asking them to
participate.

100. 08 Netvibes Power Hour

102. How to Setup an RSS Aggregator
STEP ONE:
Register with a service!

103. STEP TWO:
Grab feeds!

104. STEP THREE:
Plug feed into aggregator!

105. WORK SESSION:
Creating and Building Out Your Netvibes Account
1. Go to www.thedailyinfluence.com (Netvibes)
2. Create a free account and build your start
page.
3. Setup LinkedIn, Twitter, and Del.icio.us and
feed them into your Netvibes account.

106. 09 Knighting & Next Steps

107. What We Covered
01 Why does this matter & what will you get out of this?
02 Mapping communication goals to measurement
03 How to set up advanced listening posts
04 Creating effective engagement strategies
05 Influencer and network planning
06 Effective Blogger Outreach
07 Netvibes Power Hour
08 Knighting and next steps

108. Questions?

109. THANK YOU!
CONTACT:
Brian Giesen
Director | 360° Digital Influence
Ogilvy Public Relations Worldwide
p 61 2 8281 3853
e brian.giesen@ogilvy.com.au
@bdgiesen