Some questions beforehand:
I included 3 main technologies to focus on, but the bulk of my research so far is on Facebook. Is it okay if the paper is not evenly split? Also if I have enough information on Facebook and Twitter for the paper, may I cut out the Youtube portion?
Also, some of what I will be covering may be future services that could be offered in the future. Is it okay to draw out a vision for what might be the future of customer insights in the social media arena?
Paper Outline
I. Introduction
A. Creating a more interactive user experience with the product or service to build loyalty
B. Gaining customer insights through Web 2.0 tools and better segmenting your target market accordingly
C. Web 2.0 Technologies used:
1. Facebook
2. Twitter
3. Youtube
II. Facebook
A. Building the user experience with different Facebook tools for the customer to interact with the brand and product; let them share what they think about the product with others and meet other fans like themselves
1. Facebook applications, fan profile pages, videos and photo sharing, gifts, etc
a) Coke – second largest fan page; Sharing videos and photos of their Coke products
b) Dr. House – fifth largest fan page with almost 3 million fans; Not doing enough marketing with this page if it indeed the show; Suggestions for what they could be doing
c) Skittles – Mix the Rainbow music game – engages user
d) San Antonio Spurs - Facebook application with 15,000 active users; invite friends that you have who live in San Antonio – using demographics; ask for email to send updates, news, etc; User interaction with discussion board, photos, fan waves, fan rankings, predict team wins, etc
B. Gain customer insights about who they are, what kind of friends do they have and what do their friends do or like, what products do they endorse, etc
1. Traditional Facebook fan profile pages, groups, etc
a) Research for demographics, online behavior, network of friends, events, groups, etc
b) What do users have in common? Where are they different? How can you use any of this knowledge for marketing purposes?
2. Facebook Connect future opportunities – third party websites use Facebook API in order to access the user’s social network for their own website to show the user what their friends are doing
a) With an online retail shop that implements Facebook Connect, a Facebook Connect user could view what their other friend who has turned on FB Connect as well has been purchasing and reviewing.
b) With an online music shop, you could see what your friends are listening to and how often they listen to particular songs. The music industry could better market to users by knowing what friendship circle and profiles match with what music.
III. Twitter
A. User Experience
1. Customer Service interaction – ask simple questions and get a quick response
a) Whole Foods
b) Southwest Airlines
2. User Feedback – What do the users think about the product or service?
a) Jimmy Eat World – the band
B. Gain Customer Insights
1. Search.Twitter.com – what is being said about their company or product in real time
a) Obama’s Election Campaign and Inauguration
2. What are the most viral links that are being put up? Which ones are the most popular? Is this data readily available now or going to be in the future?
3. Learn something about your followers; not an extended profile right now, but may be in the future. Is there any valuable information in the common followers?
IV. Youtube
A. User Experience
1. Enable viewer comments, ratings, favorites, and replies to create a dialogue between video and the viewer
a) Obama’s weekly reports – no comments enabled. What is a better way for users to provide feedback to his thoughts? Wiki? Blog? Discussion boards?
2. Have users make their own videos as a marketing campaign with various incentives to the best video
a) One Million Uses for Post-It Notes
b) Oreo Moments
c) Kraft Cooking Challenge
3. Have users post their videos showing their customer experience
a) Southwest Airlines rap – over 1 million views
B. Gaining Customer Insights
1. What are videos that are catching the user’s attention? What feedback are you getting from company videos?
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Rachel - the outline is looking good. I don't see a conclusion, but that should be easy for you to put together. Certainly, the paper does not have to be evenly split. I would just find a way in the introduction to note the primary and secondary focus of your paper. And, yes, you can cut out YouTube if you have enough of FB and Twitter, although i think it will make a nice addition if you need it. Lastly, I would love to read your vision of what the future looks like for these technologies. Have I suggested the book Groundswell to you? I think it might be a really good resource for your paper.
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