Source: The Power of Foursquare by Carmine Gallo + Follow

品牌签到活动的5种基本形式

 

 

• 立马签。比如，如果30个人马上签到，所有人获得1个潘币
• 好友签。比如，如果和你的三个朋友签到，所有人获得1个潘币
• 闪签。比如，在8点后最先签到的10个人每人获得25%的折扣
• 牛逼签。如果你是第一次签到这里，获得一个免费的王老吉。
• 特别签。自己去想吧。
• 死忠签。每签到3次可以获得一个免费的苍井空合集。
• 市长签。你Y签到次数最多，你Y拿一个杰士邦走。

---

让签到不乏味，你能做到吗？让那些只知道徽章和签到免费提供XX的人去死吧！

 

 

  

A a term for a live direct or indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input, such as sound or graphics. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished rather than augmented) by a computer. As a result, the technology functions by enhancing one’s current perception of reality. By contrast, virtual reality replaces the real-world with a simulated one.

Augmentation is conventionally in real-time and in semantic context with environmental elements, such as sports scores on TV during a match. With the help of advanced AR technology (e.g. adding computer vision and object recognition) the information about the surrounding real world of the user becomes interactive and digitally manipulable. Artificial information about the environment and its objects can be overlaid on the real world. The term augmented reality is believed to have been coined in 1990 by Thomas Caudell, working at Boeing.^[1]

A mobile tag is a two-dimensional image encoded with information. It is decoded using a cameraphone application. These tag reader applications are able to scan tags and react accordingly based on the patterns within the image. Based on the information contained within the tag, the tag reading software can perform a variety of functions including the display of text or images, hyperlinking to specific URLs, linking to video content and providing contact information.

• Microsoft Tag 微软二维码 is a barcode designed to deliver encoded information to a phone from a server. When the Microsoft Tag is scanned by a mobile phone’s reader, it gathers information loaded on a server and sends it back to the phone. This feature allows the tag to be used differently over time as the information can be updated on the backend without changing the design of the encoded image.Microsoft Tag offers an array of tracking metrics including location data.
• QR Originally used as a method fortracking vehicle part inventory, the Quick Response code is an open source platform now used as a form of scannable barcode. QR is a not a proprietary medium, so there are a number of disparate formats available for use. The design of this type of mobile tag contains the entirety of the information being transmitted and therefore doesn’t need online access to decode the information held within it. Each code can contain over 4,000 alpha numeric characters.
• Barcode 条形码  Various mobile phone applications are using the barcodes found on products to serve up information and services. When a user scans the barcode with their phone’s camera, services like Stickybits, RedScan and eMoby will identify the product and provide pricing information, user reviews and other product data.
  

Mashable’s () editors haven’t quite visited a trillion pages, but we’ve checked out a lot in the past year, and we’ve compiled a list of 10 websites we think are poised to have big years in 2011. Some of these are relatively new sites we think will catch the mainstream’s attention next year and others are older sites that we think will finally hit the big time in 2011.

Check out our list below and let us know in the comments which websites you have your eye on for the coming year.

1. Kickstarter

Kickstarter, a crowdfunding platform for creative endeavors, was founded in April 2009 and had what many would consider a break-out year in 2010. But the site could be poised for an even bigger 2011. The unique all-or-nothing approach to funding has struck a chord with both creators and funders and is allowing enterprising individuals to bypass traditional establishments to create films, music albums, events, products and even new companies. Kickstarter helped hundreds of projects raise millions of dollars in 2010. Look for that number to continue going up in the next year.

-Josh Catone, Features Editor

2. OpenLeaks

OpenLeaks may very well be the WikiLeaks () alternative in 2011, not as a destination, but as an enabler for media organizations to do the same as WikiLeaks. OpenLeaks, unlike WikiLeaks, seeks to be an intermediary between whistleblowers and other organizations and includes former members of WikiLeaks, most notably, Daniel Domscheit-Berg. The site will focus more on being a technological service for news organizations, likely enabling them to make it easier for their readers to submit such leaks to their own sites. This may keep the scrutiny from politicians and officials — something WikiLeaks has had to battle with this year — away from OpenLeaks, as they won’t be the ones publishing the material.

-Vadim Lavrusik, Community Manager

3. Klout

As social marketing starts to surpass traditional marketing methods, companies will look for influential individuals who can rep their product well. Klout is one of the tools that companies use to gauge who the social influencers are. Look for them to make some big moves in 2011.

-Jehangir Irani, Multimedia Producer

4. Hipmunk

Hipmunk is fixing everything that’s wrong with flight searches with a tool whose usefulness is immense. Once people get used to the interface and start telling their friends about it, Hipmunk’s popularity will skyrocket.

-Ben Parr, Co-Editor

5. Gilt Groupe

Gilt Groupe, which hired its 500th employee in 2010, is rapidly expanding into new verticals (such as location-specific group buying deals, a la Groupon) and territories (like Japan). Its next target? Full-priced retail. It’s launching a men’s e-commerce site in February. Expect to see further development in that area and the geographical expansion of its existing products in 2011.

-Lauren Indvik, Assistant Editor

6. Diaspora

Diaspora, the open source social network platform, released its code and opened up to private alpha invites recently. The platform was dubbed the alternative to Facebook (), during Facebook’s privacy fiasco, and generated a lot of buzz. But as the platform opens up to more users in 2011, we’ll see how people react to it and whether it’s something that will actually be an alternative option to the social networking giant

-Vadim Lavrusik, Community Manager

7. Quora

Quora has clearly found its place with the early adopter set and a number of active, high profile users who make the service interesting to engage with. In 2011, it will be interesting to see if the company is able to expand its audience while maintaining the quality Q&A that has made it so attractive to users thus far. In turn, we’ll see if it’s the next big thing or has a destiny more like that of FriendFeed (), a community that was initially popular with early adopters but never found a mainstream audience (but ultimately found a home at Facebook).

-Adam Ostrow, Editor-in-Chief

8. Grooveshark ()

Among the many music streaming services in existence today, Grooveshark is one of the few that is both free and available to Europeans. It has a sleek, Google ()-like interface and a database with a huge amount of music (the service lets anyone upload music, so you can find many obscure, unknown, local or upcoming bands there). It also has an interesting array of features, such as skinnable interface, playlists, music sharing and promotions that don’t feel like ads, and it relies on a freemium business model that offers just enough to entice users to subscribe. Barring possible problems with copyright holders and cash flow issues, which always threaten to shut down services like this, Grooveshark might be the next big thing in online music.

-Stan Schroeder, European Editor

9. Drupal ()

WordPress () might get most of the love in the open source CMS space (for good reason), but Drupal provides a powerful option for individuals, organizations and brands that want to power complex, robust sites. With Drupal 7 set for release in early 2011, the Drupal team is actively addressing the one area the CMS has always received criticism: Usability. Thanks to shops like Development Seed and Lullabot, the Drupal ecosystem is becoming extremely impressive. Acquia, the commercial company from Drupal founder Dries Buytaert, continues to raise funding and offer an array of commercial and support services that better enhance the platform as a whole.

-Christina Warren, Mobile Reporter

10. Foursquare ()

I expect Foursquare to scale to an even bigger level in 2011. I won’t be surprised if it starts to acquire smaller companies or make a major move to Silicon Valley, in order to make that happen.

-Jehangir Irani, Multimedia Producer

The marketplace is filled with thousands and thousands of individuals, organizations, products and services all claiming to help other people and organizations with directions on how to use social media.  The problem is that not all directions will take you to the place you want to go.

1 内容不为王的时代   Where Do You Want To Go in 2011 according to Economy Relationship

EMarketer reports that nearly three-quarters of marketers used social media as part of their overall outreach this past year.  That's up from about 60% in 2009.  Next year 80% of marketers will employ social media, eMarketer estimates from third-party survey results.  And  one of those surveys--from Maxymiser--found that social media tied for third in rankings of areas in which companies are spending their online marketing budgets for 2011:

1. It is easy to build thousands of connections or followers but not so easy to build relevant and relative relationships unless your providing content that is in context to your markets interest.
2. You can spend hours doing the wrong things and doing them wrong only to waste time and productivity
3. You can write great content but if it isn’t showing up “where” your market is it won’t produce the results you want.
4. “How” to use social media isn’t about the technology rather it is about where, when and what conversations add the most value to your market.
5. If you don’t know “why” your using social media then there is no need to have clear directions aimed at taking you somewhere. A system without an aim produces nothing.
6. Understanding the lay of the land, the roadblocks, traps, traffic patterns, new roads and where they take you is something that requires knowledge and wisdom. Copying and following doesn’t require either.

2. Everyone says that social media will monetize.  It will, but not like anyone expects.  2011 is the year of the Deep Web; the deep web is the vast universe of unprocessed data that exists like dark matter in the Google-verse.   Social media will monetize around data because data is the only thing that corporation, governments, and other people are willing to pay for.  Google created economic initiatives for legions of entrepreneurs to create information content. The new Deep Web Search engines will create economic incentives for legions of entrepreneurs to create databases.

3. The convergence of data will create the “new monetized innovation economy” defined by the way people interact with data.  Highly localized data that will reflect the knowledge inventory of a community and will be represented by a virtual currency.

4. It will become increasingly apparent that many of the functions of a corporation can be duplicated outside a corporation by new vetted social media applications.  Networks of people will become “corporations” and trade knowledge assets through the trade of virtual currency contracts.

5. Corporations will become technology centric rather than industry centric with open source architecture liberated to armies of diverse entrepreneurs. For example, breakthoughs in one industry will shoot across all industries like iphone apps – especially effective in environmental and “community organization” innovations.  Nothing is sacred.

2. 更分众化的视频平台 Video Platforms: YouTube might be one of the largest user-generated video-sharing sites on the Internet today, but other platforms will begin to surface that are more business-focused, easier to market videos on and not as crowded. Sites like Viddler, Vimeo and Dailymotion will gain momentum with a stronger focus on live streaming on sites such as interactive broadcast platform Ustream, or streaming straight from blogs.

3. 短信营销而不是垃圾短信 Text Campaigns: As the mobile arena grows, small businesses will continue to move marketing campaigns to mobile phones.

MessageBuzz and Enowit offer tiered levels of service and free demo accounts that allow you to test a mobile-marketing campaign. Start by incorporating a mobile widget onto your site to help collect mobile numbers through an automated system and create campaigns specific to area codes or regions.

4. 微博的团购化活动  For Cause Tweet-a-thons: A Tweet-a-thon is a fundraising campaign on Twitter for which users encourage their followers to tweet about and donate to a particular charitable cause over a specific period of time. These initiatives will gain in popularity as savvy entrepreneurs capitalize on the relationship-building advantages of social media and the good publicity that comes with giving back.

I recommend you choose a cause for 2011 and keep your campaign simple. An excellent book with how-to information and ideas on how to tweet successfully is Unmarketing: Stop Marketing, Start Engaging by Scott Stratten, president of the marketing firm Unmarketing.

5. 可怜的3G  The Move to Higher Bandwidth (4G): Say goodbye to 3G. The use of higher bandwidth will not only be a necessity but a demand from busy consumers.

Widely becoming recognized with carriers such as Sprint and soon to be Verizon, 4G speed allows marketers to get the message out faster with quicker download times. Jump on this bandwidth wagon early and incorporate it into your 2011 marketing plan.

6. 不解释了 Wordpress-Based Websites: Open source publishing application Wordpress will become the platform of choice. Why? It makes it easier for websites to implement search-engine optimization at little to no cost with plug-ins, which add specific capabilities to software applications.

7. 插件?　Plug-ins: The use of plug-ins will proliferate, with thousands of new options surfacing monthly.

An increasingly popular plug-in is Scribe which monitors and scores your keywords and updates to your site automatically to increase results with your search-engine optimization.

8. 点评网站  Review Sites: Websites dedicated to customer reviews will dominate the social media landscape. Consumers want to be heard, and more importantly they want answers. Sites such as Groubal.com, will achieve this by consolidating common user-submitted complaints and presenting those petitions to businesses, demanding answers for their wrongdoings. Consumers are even creating blogs specifically about teaching people how to complain effectively.

This is another reason to monitor conversations about your products and services online. Moving into 2011, make sure you have a plan for how to respond to positive and negative reviews. Remember to respond immediately. Reviews will start to spread like wildfire with these sites.

9. 无需再解释的在线监测 Monitoring Conversations: Show your customers you're listening and responding. Make it a New Year's resolution to set up online monitors for your company.

You can choose social-media dashboards or keyword-alert services. There are paid dashboards such as Radian6 and ObjectiveMarketer as well as free service sites Hootsuite and Tweetdeck. These dashboards not only allow you to monitor but participate in live conversations.

10. 网络PPT  Presentation Platforms: As teleseminars become overused and tired, interactive web seminar platforms will step in to fill that market need.

New presentation platforms such as SlideRocket.com and Prezi.com are incorporating easy-to-build presentation tools with social media, live feeds and video. People online want to see the presenter, not just listen over a bridge line.

Choose your presentation platform for 2011 and make sure that it not only streams well but also allows for immediate interaction and cutting-edge presentation tools.

4  Social Media Trends I Expect to See in 2011 according to Michael White 

As the Altimeter Group chart above shows, website integration was a top priority for 46.7% of the companies in the survey. Commenting on this, Jeremiah said:

Social Strategists have deployed social media in existing social networking channels like Facebook, Twitter, and beyond. Yet there’s an inbalance as they’ve joined customers where they are, but have not tied it back to their overall corporate website.

…the first steps will be simple sharing tools, then aggregating discussions from branded communities…

The Rise of Gamification
Gamification is a concept which has been around for a while but this year games such as Farmville have really shown the power behind this kind of social business. I wrote a little post about it last week which has gained some attention. Gamification will continue to grow in the form of more social games being developed/embracing strategic online marketing. Companies will continue to use social networks for games and competitions for their marketing strategies.

Continuation of Social Media Convergence
The problem with social media convergence is that a plugin for a network needs to work very hard to beat the original experience. For example, the new MSN Messenger allows you to view Facebook but needs to work hard to beat the original Facebook interface. Social media will continue to converge. This not only means links from other websites and games but also linkups to mobile devices. Social networks allow a wealth of personal information which is very useful for all sorts of applications. I know this is already happening but again the usage can only increase.

Overlaps with Online Advertising and Social Media
The days of just monitoring CPC (Cost Per Click) or CPM (Cost Per Thousand) are being challenged by engagement. Measuring engagement is difficult and is currently done by monitoring interaction with online advertisements. Online advertising will have a real edge if it can provide a positive interaction with a user and then allow that user to share the advertisement on their social networks.

Geo-tagging and Augmented Reality
I’m not entirely sure if this will happen in 2011 but I really hope it does. The concept of augmented reality geo-tagging would possibly be an evolution from platforms such as FourSquare. Various augmented reality prototype apps have been developed already but none have been refined just yet. Beyond 2011 augmented reality will become a foundation for online advertising and social media engagement in the physical world. Finding it difficult to measure real world sales using social media? Augmented reality could be one of the answers.

Social Commerce
Facebook marketplace is already growing and I believe this trend is only set to continue. We may see other sites appear which allow social commerce, perhaps providing interlinks to already popular social networks. There is definitely a lack for a Twitter social market place for trading locally. Whilst eBay is one form of social commerce, it is not a website which allows you to trade exclusively with friends, family, colleagues and shared contacts.

之前，我对英超的印象只停留在驰骋在绿茵场上糙哥的偶前广告上，现在，一个偶然的机会却对沃达丰有了更多的了解。世博会期间，沃达丰和中国移动合作，在上海浦东机场T2航站楼出站口设立了一个服务体验中心，为来到上海旅游的外国游客提供了落地对接服务。从T2航站楼行李提取处的出口出来，你会看到一群穿着印有“沃达丰”标志红色T恤的年轻人，他们就是沃达丰世博服务大使。虽然你是第一次来到上海，面对陌生的环境还摸不到头脑，精通多国语言的大使们会积极热情的为你解答各种通讯、餐饮、交通、世博等相关问题，如果你需要购买一张当地的SIM卡，大使也会主动帮忙把你引至当地通讯运营商门店，并且把你的需求翻译给门店的服务人员。对你来说，这些大使也许是你在上海遇到的第一拨朋友，大使的微笑也把沃达丰的贴心关怀送到了你的心里。

如果你是第一次来上海的外国人，如果“你好”是你唯一会说的汉语，那该怎么办？对于来自英国的丹和查尔斯来说，这并不是一个难题。在他们步入上海的高楼丛林和霓虹迷宫之前，只要在上海浦东机场T2航站楼的沃达丰服务中心下载一套沃达丰专为来上海参加世博会的用户所推出的城市指南应用程序，即可随时查询上海的交通及城市信息，还可以享受到日常生活用语翻译等服务。

世博会期间，沃达丰和中国移动合作，在上海浦东机场T2航站楼出站口设立了一个服务体验中心，为来到上海旅游的外国游客提供了落地对接服务。从T2航站楼行李提取处的出口出来，你会看到一群穿着印有“沃达丰”标志红色T恤的年轻人，他们就是沃达丰世博服务大使。虽然你是第一次来到上海，面对陌生的环境还摸不到头脑，精通多国语言的大使们会积极热情的为你解答各种通讯、餐饮、交通、世博等相关问题，如果你需要购买一张当地的SIM卡，大使也会主动帮忙把你引至当地通讯运营商门店，并且把你的需求翻译给门店的服务人员。对你来说，这些大使也许是你在上海遇到的第一拨朋友，大使的微笑也把沃达丰的贴心关怀送到了你的心里。

当然，这些只是沃达丰上海世博关怀计划的一部分。在T2航站楼的沃达丰服务体验中心还提供了兼容多种手机版本的城市指南应用程序，可以帮助用户更方便的了解上海交通、餐饮、娱乐、世博等相关信息。这不仅是为来上海旅游的沃达丰用户提供了便捷资讯和实时帮助，也是在帮助上海世博会主办方更好的服务于来自全球的游客，缓解巨大的人流压力。

应该说，沃达丰在浦东机场T2航站楼的服务体验中心,更像是沃达丰团队为用户所贴心打造的一所关怀如一的“用户之家”。这套城市指南应用程序，是由沃达丰的技术研发团队为沃网用户所专门定制的一套随身手册，既是一套玩转上海的导航，更是方便这些来上海参与世博会的外国游客与当地人进行交流的辅助程序。

对于只会说一句“你好”，第一次来到中国的你来说，下载了这套城市指南，就意味着你在上海的出行会方便很多。服务中心的大使帮你把程序直接安装到手机里，简洁的操作界面，几乎涵盖了日常生活中所遇见的所有常见问题。如果你想查询世博某个场馆，在场馆地图选项里就可以查看世博展馆分布和简要介绍，选定要去的场馆后直接在手机屏幕上点击“播放”键，语音程序直接会用中文报出“请问去XX地怎么走？”不论是交通出行，还是找餐厅吃饭都十分方便。应用程序还提供了典型场景下的中文语音翻译，也许你想到酒吧喝杯东西，在场景里找到“酒吧”菜单，各种酒吧里的情景对话，只要点击就会直接用中文语音播放出来，通过手机帮你在最短时间内把英语翻译成地道的汉语，没有了语言的障碍,让行动和沟通都更加方便。

从沃达丰盲人和视觉障碍者的“沃达丰说话”服务到这次上海世博会行动可以看出，沃达丰不仅拥有业界领先的科技创新与技术优势，更重要的是服务用户、合作伙伴和社区的人文关怀。应该说，以人为本是沃达丰的核心思路，沃达丰是一个平台，围绕着在平台中心的用户，围绕着用户所会遇到的各种问题与需求，沃达丰的平台不断完善着相应的解决方案，帮助用户实现了更顺畅的沟通。

People want to say: “Yes, Fortune 500 companies use this tool and I use it as well,” or “Yes, I got on the homepage of Dribbble in front of thousands of other designers; that’s the type of work I do.” In all these examples, people are proud of their achievements and the website helps them show their pride. Here are examples of this first sin in action:

应用1： Showing off your customers. People want to use tools that big brands use. SEOmoz does a great job of fronting up the logos of famous companies that pay for their tools, with a simple call to action prompting you to be as successful as these top brands. This entices users to try this tool: “I want to use something big brands use.”

应用2：Fronting up the top users. People want to be considered the best. You are proud to be nominated or picked to be the best. You brag about it to your friends. You mention your accomplishments to your significant other. You want to to be picked as the best one, over thousands of others. Dribbble fronts up top designs on their homepage. This forces people to use their website more and more, to get to the top. A little pride on your site just might get many more customers to use your service.

Sin #2: Gluttony 贪“嘴”   的鱼儿喜欢诱饵

Most people think of gluttony in terms of eating. However, the more generic definition of this sin is over-consuming something to the point that it is wasted. It’s a desire to consume more than you can possibly consume. On the Web, companies use this sin to seduce the user into signing up by promising an endless supply of goods.

How many times have you seen “Unlimited” as one of the motivators to get you to buy a tool or service? We are a consumer generation. We want more and more awesome functionality and coolness for our money. The more a website promises us for our money, the more likely you are to sign up. Here are examples of this sin in action:

The unlimited gluttony of features for a cheap price drives people to sign up for a product or service. If you want to attract user’s attention, create a valuable offer and provide unlimited resources for customers to use or collect.

Sin #3: Sloth 懒惰   转发就有大奖！

In the modern view, “sloth” means laziness and indifference. Let’s face it, some of us are extremely lazy by nature. If we don’t have to do something, we’d rather not do it. On the Web, this sin is seen as making tasks overly simple and easy for potential customers. Products and services which “do all the hard work for you” win customers over. Here are some examples of this technique in action:

应用1：Making posting a blog post ridiculously easy from anywhere. Posterous is another example of sloth. Don’t want to invest too much time in a blog post? Want to just email or text message your blog post to post it? Solved. Now you don’t have to worry about the formatting, the look and feel, or any other details. You just email the text for your blogs and Posterous takes care of all the details.

应用2：Making finances ridiculously easy. Mint is a great example of sloth. Who really wants to spend their time looking for the best interest rates for their savings accounts? Who wants to track their spending? All I have to do is give Mint my financial details and it will tell me where I’m overspending, and also look through thousands of banks to give me the best deals. The tagline reads: “We download and categorize your balances and transactions automatically every day—making it effortless to see graphs of your spending, income, balances, and net worth.” I could do all this on my own, but I’m lazy, and I want someone else to do this for me.

Sin #4: Envy 嫉妒  哥们，等我在这签个到， 弄个地主当当！

Envy is when you want something others have. You’re so envious of people that have a status or possession you want, that you’re willing to do what ever it takes to get. On the Web you see this in envy for reward points, followers, friends, and private invites. Here are examples of this in action:

应用1： Achieving a status. Mayorship in Foursquare is a great example of this. Ever hear something like this from someone you know: “Who has the mayorship of the Starbucks I go to? Oh, he has only 35 check-ins. I’ll totally beat him next week.” People want that “mayor” status. They’re envious of the person that has it. This drives people to use Foursquare more and more to achieve that status.

Rockmelt is a web browser that can be downloaded only per invite. The developers portray the browser as “your browser, re-imagined.” They ask folks who want to join, to connect via Facebook and request an invite. Once you’ve done it, your friends on Facebook who already use Rockmelt can see that you asked for an invite and send you one through the browser’s interface.

You might also check up on whether existing members share invite codes on Twitter. This exclusivity creates envy in people who don’t have invites. This envy fuels their desire to constantly seek an invite to Rockmelt, all the time. Once you actually become a user of the tool, you feel like you’re part of an exclusive club and are strongly encouraged to engage with the tool.

Give people something to envy on your website, and you’ll see more loyal users engaging with your service or product.

Sin #5: Lust 苍井空以及其他

Lust is usually thought of as excessive sexual desire. On the Web, this sin translates into our desire to buy sexy, shiny things which not all of us can afford. Websites use interactivity with large, bold, rotating images to seduce us into buying the gadget. Here is an example of lust in action:

应用1： Providing the ability to play around and view the product. In web design, lust is often triggered by professional product photography which appears shining, attractive and exclusive in its own right. Rolex’s website is an example of this. The sliding gallery encourages the site visitors to explore the site which is not just a showcase of Rolex’s products, but rather an exhibition of company’s image, style, philosophy and branding.

Rolex tells the story about the quality of its products, their precision and aesthetic appeal. Notice how the designers provide animations and various views for each product, making it more interesting and desireable.

Volkswagen does a good job of seducing people into buying their cars. Its interactive website lets you customize and build your own version of the car you’re interested in. It is even possible to paint the car in whichever color you like. The process of pimping your car in the way you want, makes you lust over the car you’ve just “created.” In this example, our lust for shiny things is exploited. The more we interact with the Volkswagen website, the more we want to buy their product.

Sin #6: Greed 贪婪 下面写的都是轻的  那谁，先给来20块钱的粉！

Greed is an overly excessive pursuit of status, power and wealth. It’s the desire to have more than you need or deserve. The pursuit is so strong that one would go through any means necessary to fulfill it. On the Web, this sin is seen in the desire to gain influence, followers and power.

应用1： Being hungry for more Twitter followers. Twitter is the perfect example of a website where all of us are hungry for more followers. The famous wars of Ashton Kutcher, Oprah, CNN and Britney Spears for more followers, shows us how greed gets the best of us. The more followers we have, the more influence we have over people. All of us are greedy for these followers.

应用2： Getting power through more Digg followers. The original model behind Digg was very simple: you “digg” a specific piece of news, or a website. Your friends see this, and “digg” this same article, moving it to the top. The top articles on the Digg homepage get millions of people checking them out. The more friends you have, the easier it is for you to move any news to the top. A person who has 500,000 friends can move a story to the top of Digg in minutes, as opposed to someone who is just starting out. People at the top have much more power over everyone else. The greed for friends on Digg is what keeps us hungry for more.

In these examples above, we are hungry to gain influence and power and want to engage with the  service to fulfill our goal.

Last but not least, wrath is defined as uncontrolled feelings of rage, anger and hatred. On the Web, this sin is used by companies to generate gossip and buzz around their product or service.

应用1： Encouraging criticism. Amazon is a perfect example of using wrath to create controversy and more engagement with the product. The website fronts up the most helpful critical review, right beside the most helpful, favorable review. This prompts the shoppers to respond to these reviews and to add their own reviews, as they try the product out.

Full Interactive View | Summary view

应用2： Catering to frustration. The Consumerist is a perfect example of using consumer frustration to generate content and activity on a website. Giving angry shoppers the ability to vent and to express their frustrations, generates tremendously long discussions and activity on the website. The concept of consumer anger is rooted deep in the Consumerist tagline:

Furthermore, as you use the website and vent your anger about products, you get even more worked up about banners such as these (found on the Consumerist website):

Conclusion 结语

这是一个人性的战场！ 不作恶就能实现完美世界。请珍惜！

QR Code and 2d Barcode Readers

最简单的一个： Google 的 shorten URL Barcode http://gaigalas.net/lab/googl 。例如这个可以简单生成网址的二维码。

例如：登陆 http://gaigalas.net/lab/googl， 输入你希望转换成二维码的网址（http://t.sina.com.cn/1653192633/ ），然后点击shorten, 你会在该页面看到自动生成的二维码图形。如下： 

用手机的QR识别软件(黑莓用户可以使用Bee Tagg 或者 Scanlife 黑莓客户端。下文有介绍)，拍照，软件就会自动识别该地址，然后通过你手机CMNET/WAP或者Wifi 上网跳转到这个地址http://t.sina.com.cn/1653192633  。

如果你还不满足。希望做一个名片甚至包含其他信息的二维码，甚至希望能改变二维码的颜色。下面的这些软件可以一试。

置顶推荐的一个是： http://keremerkan.net/qr-code-and-2d-code-generator/  功能强大。

BeeTagg supports a wide range of mobile devices and reads QR-Code, Datamatrix and the proprietary code BeeTagg.
Compatability Download Instructions

i-nigma is pre-installed by all of Japan’s major mobile manufacturers and reads QR-Code and Datamatrix.
Compatability Download Instructions

Kaywa supports a range of mobile devices and reads QR Code and Datamatrix.
Compatability Download Instructions

Mobiletag scans 1D barcodes EAN 13 and UPC as well as the 2D barcodes Datamatrix, QR Code, Flashcode and Fotokody.
Compatability and download instructions

NeoReader supports a range of mobile devices and reads QR codes, Datamatrix, Aztec Codes, EAN, UPC and Code 128.
Compatability Download Instructions

QuickMark supports a range of mobile devices and reads QR Code, Datamatrix and the proprietary code QuickMark.
Compatability and download instructions

ScanLife supports a wide range of mobile devices and reads and the proprietary code EZcode.
Compatability and download instructions

UpCode supports a range of mobile devices and reads the proprietary code UpCode, and in Symbian phones QR Code and DataMatrix.
Compatability Download Instructions

Zxing has clients for Android, Java, and iPhone but not Windows mobile devices and reads QR Code, Code 39, Code 128, UPC-A, UPC-E, EAN-8 and EAN-13.

QR Code and 2D Code Generator
Kerem Erkan has produced an excellent QR Code, Micro QR Code, Datamatrix and Aztec Code
generator with many interesting features including URL shortening.

Maestro
Create QR Codes for telephone, SMS, Maps, URL, MeCards and Raw data.

Jason Delport’s Create QR Code
User interface for the Google Chart API with 500px x 500px maximum size.

BeQRious
50px x 50px images can be inserted in the code and output can be saved as gif or pdf.

i-nigma
Foreign language versions available in Espa?ol, Português and Italiano.

Invx
One size but generates a QR Code and a Datamarix Code simultaneously.

Jaxo
Select encoding mode, multiple colors and upload background graphic.

Goqr.me
Any color background or modules and many other options.

Nokia
Includes full VCARD implementation.

QReate & Track
Includes iCalendar and vCard formats and an option for real-time reporting.

QR Stuff
Lots of options here including color, batch printing with Avery label compatibility and send by email.

Raco
Can specify error correction levels.

SnapMaze
One size but choice of six colors.

Winksite
PNG and JPG in standard sizes.

ZXing
Includes encoding in MECARD format.

Decoder/Encoder
Stand alone Decoder and Encoder

ScanLife: In each and every edition of Website Magazine, you'll see two-dimensional QR barcodes on a few of our editorial and advertising pages. There are a few reasons that we use ScanLife over their open source competitors - namely that it covers the broadest number of mobile phones/smartphones and that some very valuable analytics come with it. If you have anything to do with advertising you know how important that is to the bottom line. Creating barcodes (for non-commercial purposes) is free and the rates are reasonable for commercial enterprises. 

重点推荐的几个

Kaywa.com: One of the more popular QR code generators on the market and a mainstay for many users (and believer in these codes). Users have the choice between multiple content types include URL, Text, Phone number of SMS. I personally use Kaywa routinely, even using the generated barcodes as my Facebook profile picture (yes, I do get some strange comments but my fellow geeks seem to love it).

ZXing (Zebra Crossing): If I didn't know any better, I would say that ZXing is going to be the de facto standard for QR Code readers and generators. Originally, ZXing was limited to decoding software but this Google hosted application has made major strides in the past year and it's generator is one of the absolute best. Users can choose from a number of content types (URL, SMS, Calendar, Event, Message, etc) and download or embed the rendered QR code. 

 Use this tool to create a QR code for your business card. That way when you meet someone they can scan the code and create a contact record in their phone without typing a single thing.

Use this tool to create QR codes for pages with special offers on them. Send post cards to customers with instructions for unlocking the mysterious special. This kind of interaction always improves response

Use this tool to create a series of QR codes for a scavenger hunt that leads people from clue to clue and code to code back to your place of business.

Get Informed 获取信息 Picture this–You’re walking along a nature trail and you spot a really cool area with a sign post that has a QR Code on it. You whip out your phone, scan it, and instantly you’re able to gather information about the trail, the park, the flora and fauna of the location, park and trail history and other interesting spots to visit. Take that one step further and imagine you’ve traveled to a new city. Instead of following a crowded tour, you can self-guide yourself with the use of QR Codes you find along your journey. By doing this, you make your trip an adventure of your own rather than taking the route and pace that most tourists follow. The availability of acquiring information within seconds is something that QR Codes are incredibly efficient at and will be increasingly productive in the future. ‘

Convert Someday to Right Now 诱惑参与者立即采取行动 Most print campaigns leave money on the table. Even well intentioned buyers are likely to forget or lose the initial enthusiasm created by your campaign if it requires remembering to do something in the future. Our on-demand society already has a jam-packed schedule that makes even the most emotionally charged buyer difficult to reach unless you can give them a way to take swift action now. QR Codes can direct an otherwise passive viewer to take immediate action–make a purchase, register for an event, or take a survey.

Traffic to Websites 为网站信息流量  Instead of posting a long website address that your audience is likely to forget by the time they get to their computer, place a QR Code on your printed piece. Whether it’s an advertisement, direct mail, business card, flyer, or exterior street signage, your potential consumer can immediately gain access to what your company is about, what you’re promoting, and you can nudge them to act now instead of the dreaded “maybe later.” And to top it off, you can track and analyze the results of your printed pieces. After all, if you can’t measure it, you can’t improve it or repeat it. Marketing shouldn’t be guesswork.

Turn a Printed Catalog into a Storefront 谁能翻译一下这个? What if your customers could check inventory and purchase 24 hours a day right from your printed catalog? QR Code your catalog and they can! Coding your catalog doesn’t limit a customer depending on their time zone, company business hours, or their busy schedule. Not only does this help increase usability but also expands the productivity of your potential sales. So whether your shopper is an early bird or a night owl, the opportunity is there!

Make Smarter Real-World Objects Now that you know more about QR Codes, imagine all the other ways they can be used. Downtown Menu Signage, Window Shopping, Magazines and Newspapers, Product Packaging, Real Estate Signs, Techy T-Shirts and Merchandise, and Public Transportation Signage are just a few other ideas. Heck, beer and soda manufacturers are even toying with this concept by bridging the offline/on-line socialness of their beverages. You can use QR Codes on concert tickets for quicker admissions or create a QRCode scavenger hunt contest. The opportunities are boundless!

10大QR应用实例 Top 10 QR Code Social Media Engagement Cases

H&M Poster Campaign

Vespa poster campaign in the US

28 Weeks Later

28 Weeks Later (again!)

Pet Shop Boys, Music Video

Restaurant in Barcellona. Provides daily menu updates.

Mini Poster Campaign

Pepsi Max

Featuring in a book. Provides links through to Wikipedia articles.

Umbro Poster campaign

Porkinson Banger

亚太

The median monthly data consumption in this region occurring over fixed networks is roughly 12 GB. That's compared with about 4 GB per month in North America.

As a region for analysis, Asia-Pacific offers interesting perspective. When projecting the future, the rest of the globe
often points to South Korea and Japan as examples of mature Internet markets characterized by high penetration,
fibre-optic access, and advanced handsets. However, much of the Asia-Pacific region is still emerging: India, China and
Indonesia are projected to contribute 2.8 billion additional mobile connections by 20151.

The analysis below is based entirely on fixed access technologies and is heavily influenced by the mature markets, by
virtue of their high numbers of subscribers. It includes data from service providers operating in countries at various
stages of growth. The following conclusions and observations can be drawn:

? Real-Time Entertainment has grown to be the dominant application category in Asia-Pacific, particularly during the
evening hours, and exerts significant influence on the upstream due to the success of the peercasting applications
PPStream and PPLive

? Median monthly data consumption on fixed access networks in Asia-Pacific is roughly 12 gigabytes, and the average
fixed broadband connection in Asia-Pacific is active for almost 5.5 hours per day

? P2P Filesharing remains a major component of traffic and exhibits remarkably consistent upstream levels
throughout the day – over a 24 hour period, P2P Filesharing traffic accounts for 37.4% of all bytes carried

? BitTorrent is, by far, the dominant P2P Filesharing application, representing almost 38% of upstream bytes during
peak period and nearly 17% of downstream bytes

欧洲

The top four applications driving European upstream traffic are BitTorrent (30%), HTTP (23%), PPLive (12%), and Skype (9%). The latter is significantly higher than in North America and the Asia-Pacific, where Skype is roughly 3% of upstream traffic.

 社会化媒体的技术和互动方式的快速发展和互动模式的演变正在改变品牌的互动模式和互动策略，甚至机构的运行模式和商业行为。在本文列举的6大趋势中，有的已经改变了社会媒体互动和营销的版图，而有的仅仅是在萌芽。对于市场和公关的从业者来说，我们追逐的不是技术，而是互动的核心：倾听、分享、参与与协作。

TREND I – DIGITAL MEDIA RELATIVITY Space is infinite, time is finite. 有限时间和无限空间（无限渠道、海量信息和用户和互动方式）

建议Recommendations:

• Scale surface area by activating employee thought leaders in digital embassies
• Combine paid, owned, earned and social - make them work hard for you
• Dayparted engagement edelmandigital.com

TREND II – THE “HEADLESS” INTERNET Web sites fade. Mobile apps surge.传统互联网退位 移动互联网和手机APP加冕

 建议Recommendations:

• Become a curator and a convener, not just a creator
• Build relationships with developers to scale your mobile footprint
• Embrace experimentation 

TREND III – DIGITAL PRIVACY Privacy is both a communications risk but also an opportunity. 社会化媒体隐私权：即使传播陷阱又是机遇

建议Recommendations:

• The four M’s of listening: mindfulness, monitoring, measurement and mining
• Digital readiness/response
• Embrace “supreme transparency” as the norm
  

TREND IV – DIGITAL & REAL WORLDS COLLIDE Engagement amplified by coordination between physical, social & digital. 虚拟和现实：现实、社会化媒体和数字交互媒体协作下的深层互动

建议Recommendations:

•  Leverage mobile, RFID code, Augmented reality to converge experience
•  Incorporate event planning & gestural activity
•  Bridge “digital divide”

TREND V – THE SOCIALIZATION OF COMMERCE Buying, selling and social forms of currency influence what we recommend & purchase 经济行为和消费方式的社会化：社会化媒体语境下的购买、销售以及品牌行为 

建议Recommendations:

•  Integrate “social layers” into digital commerce
• Tap into “collective purchase intelligence”
• Collect data for predictive behavior models

TREND VI – THE AMOEBA ECONOMY Traditional command and control business disrupted by organic infrastructure, amorphous form & adaptability 阿米巴经济 传统强调控制和管理为主的商业模式被自发组织、非定性和弹性多变的商业模式打破

建议Recommendations:

• Establish “innovation hubs” across organization
• Empower enterprise wide collaboration
• Encourage a “culture of change” vs. complacency
  

Brian Solis∣ Hybrid Theory   Edelman Digital∣Social Network: Local vs GlobalWisp &Sociabeta.cn∣社会化媒体的失误和修正 Rob Petersen∣Social media agencies VS advertising agencies baiyi ∣ 有意思的新浪微博推荐3  NYTime∣ When Funny Goes Viral  Leena Rao∣Social Media & New Business

@puting∣[SocialBeta]社会化媒体话题微博一周

Sonia’s Buzz∣ 中海互动social media watch第九期

7 reasons social media agencies are like advertising agencies; 8 reasons they’re not

American Express website header including Twitter and Facebook icons.

Toyota Sienna website header including Facebook and YouTube icons.

If your brand has been around for some time, you have likely built up some equity and recognition in the elements of your brand. One of the best ways to involve the online population of content creators in your brand is to ask them for help in reimagining something intrinsic to your brand. Folgers did this recently by asking consumers to re-record the famous theme song - "the best part of wakin up, is Folgers in your cup." The resulting finalists were great examples of talented individuals making the brand their own and also helped to remind anyone who watched any of these finalists just how much a part of their own past Folgers might have been.

All of us might imagine ourselves reinvented, but the fact of social media is that it can offer many great tools to help you think about the process of being what you want to be. There are a growing number of campaigns that fit the mold of helping you to envision yourself as doing something different, with the most popular likely being Queensland Tourism's Best Job In The World campaign which invited you to pitch yourself as the new Tourism director for a small island in Australia. Another example is MTV's search happening now for the World's First "TJ" or Twitter Jockey. Contest elements there included creating your own hashtag and publicizing it.

This may be the most popular form of consumer generated media campaign, where you invite participants to submit videos or photos or stories and reward them based on their creativity. The rewards typically focus on visibility and promotion versus prizes or cash - case in point would be Doritos efforts around the Super Bowl for the last several years where they aired a consumer generated TV commercial during the Super Bowl.

A format that works for just about any brand, this is a combination of a promotional campaign and something that engages consumers by getting them to share something personal in return for the opportunity to win a prize. An example of this type of campaign is one that Bertolli* recently launched on Facebook to get consumers to share what inspires them.

In a nice intersection between social good and marketing, there are a growing number of sites that allow you to submit your idea for how to make an impact on the world and get funded. Some are like the Pepsi Refresh project which cross into the realm of philanthropy while others are more focused on connected those in need with those who would fund or vote for them such as the American Express Members Project or DonorsChoose.org.

Are there any other types of consumer generated media marketing campaigns that you have seen which fit another category? Share them in a comment and I will amend this list.

What you're about to read is a step-by-step SMM strategy for promoting your business on Facebook. I've gathered all the best practices and tips that I have used myself, together with some advice that I haven't tried but am confident will work well. Ok. That's enough for the intro, let's go!

Where To Start?

1. Brand Ambassador.

First of all, don't use your personal account to promote your business, unless you want your customers to see your childhood pictures and lulz from the recent party. You can create another (purely business oriented) instance of yourself or hire someone to become your brand ambassador. This will be the person who represents your business online and handles all communications, so the info on the profile should be brief and clear and all the pictures neat and professional. Remember that users will associate your business with this guy.

Power Tip: Create a separate e-mail account in Gmail and import all the e-mail addresses of your clients there. Now when you use this account to create a new Facebook profile - the system will automatically find all of your clients in your address book and suggest to add them as your friends on Facebook! What a great start!

2. Creating a Facebook page.

Promotion on Facebook is all about having a page for your business. To create one, go to http://www.facebook.com/pages/ and click the "+ Create a Page" button.

Power Tip: "Page Name" is one of the the strongest ranking factors on Facebook search. Don't miss the opportunity to add some keywords you wish to rank for as you are not allowed to change your page name later.

Configuring Your Facebook Page

1. Profile picture & avatar.

Profile picture is one of the few things in the design of your page that you can actually customize, so be sure to make the most of it. Here are two great articles that will help you: "5 Creative Ways to Hack Your Profile Photo"; "Making the Most of Your Facebook Profile Picture". 

2. Page info.

The next important thing to do is fill your Facebook page with information about your business. Most of it is stored under the "Info" tab, which you cannot remove or hide. Lots of people visit it, so work hard to make your info as brief and engaging as you can. "Think SEO" and use your keywords, as each of the tabs is indexable by the search engines.

Power Tip: if you type a URL starting from http:// in the info box under your profile picture, Facebook will turn it into a clickable link. So you can easily refer your visitors to your website, blog or twitter account.

3. Applications.

• Static FBML (Facebook Markup Language) - allows you to create 10 additional tabs, which can contain HTML/CSS, Flash, FBML, iframes and FBJS; 
• NetworkedBlogs - allows you to post your RSS and Atom feeds directly to your wall; 
• Twitter Tab - posts your twitter updates to a separate tab; 
• Extended Info - adds an additional box which supports html/fbml, images, video and music to the left sidebar of your page; 
• Fan Appz & Promotions - helps you handle all kinds of contests, sweepstakes & give aways.

Tip: you'll probably end up with lots of tabs by adding various applications. However you can easily drag them around if you think that some of them are more important.

4. Vanity URL.

To be able to convert your ugly "326727833086?ref=sgm&ajaxpipe=1&__a=7" URL into something fancy-looking, like "http://facebook.com/mybusinesspage" you need to have at least 25 fans. Once you do - go to http://www.facebook.com/username/ and click the "Set a username for your Pages" link at the bottom.

5. Custom landing page.

You need an attractive landing page, which will convert your visitors into fans. Here is when the FBML application comes into play. Using HTML, CSS, FBJS and even flash you can create awesome landing pages that people will not only "like", but link to, and suggest to friends.

Tip: If you've got no development skills you can find some nice facebook FBML page templates that have just started to appear around the template stores.

What To Expect?

Before we start reviewing various Facebook promotion techniques, I'd like to clear things up a little bit. Essentially when someone "Likes" your Facebook page, they will be notified every time you update its status, it's almost the same as following someone on Twitter. To have your message spread on Twitter you need to have your followers retweet your post so that their followers could see it and retweet in turn. On Facebook, the principle is a bit more sophisticated: when someone likes or comments your status update, this fact is being reflected in his profile. And when your status update gets a decent amount of "likes" and comments it is promoted to the Top News section of a user's News Feed, so that more people could see it.

 Now let's refer to a famous "90:9:1 Social Behaviors Rule" to understand what it takes for your message to become visible.

Let's consider that "Heavy Contributors" are those ready to comment on your update, "Intermittent" ones will probably "like" it, and "Lurkers" will read it or just scroll through. Say your page has 100 fans. Knowing the fact that only 12%-20% of all your "Fans" will see your status update in their Live Feed, we can see that:

I hope this delivers a clear understanding that Facebook promotion takes an enormous amount of effort to become successful.

Promoting Your Facebook Page Internally.

1. Using your Brand Ambassador.

• Add to friends any people that may be your potential customers or somehow relate to your business. Recently, Facebook has added Skype integration, which can suggest you some Facebook friends from the list of your Skype contacts. Once you have a decent amount of friends use the "Suggest to friends" and "Share" buttons to promote your Facebook page to them;
• Use Facebook Search to discover relevant pages, groups, events, people and even messages. With Search you can easily track any mentions of your brand and provide feedback - people really love that;
• Once you join pages, groups and events, you are able to participate in the conversation, which is a great way of direct promotion. Moreover you can see the list of the group members and easily add them to friends;
• Communicate. Once someone comments on your new status, a photo, or anything else - answer back. Moreover you need to make people love your brand and become active contributors and then brand ambassadors. 1/4 of search results on each big brand is UGC (User Generated Content).

Power Tip: When composing a message put the @ symbol and start typing the name of your business page to mention it, just like you mention someone on Twitter. This can be used as a signature to your updates.

2. Keep the page fresh and interesting.

People join your page hoping to receive some interesting stuff from you, so do not disappoint them. Facebookers usually prefer pictures, videos and links to plain text updates. Here is a comprehensive list of things that you should keep in mind to avoid losing your fans: don't post too many updates; don't automate your content; don't be a duplicate of your website and don't be boring. Your page wall is your social proof and a signal for people to get involved.

3. Cheat a bit.

Ask fellow staff & your team members to post "likes" and comments on each of your status updates to boost its rankings. Only status updates with 5 or more "likes" and comments show up in the Top News section. This will also make your wall look "alive", which will inspire your fans to be more active on your page and participate in the conversation.

4. Fill in your page with media content. 

• Upload pictures of your products/services, your office and your team at work to make your company easier to relate to;
• Encourage your fans to post  pictures of how they use your product;
• Upload pictures from each event you host and tag your fans there;
• Post videos of your team members talks;
• Show your products/services in action;
• Use video to respond to your fans (Bill Clinton frequently does video responses on his page).

5. Treat your fans.

You need to offer your fans something special and reward them. For instance 1-800-FLOWER Facebook page shows the discount code only when you click the "Like" button.

You can make some special offers, which are available to your Facebook fans only and are not announced outside of Facebook. It's dead easy to reward your loyal fans by promoting them to the admins of your page, which will most likely turn them into enthusiastic brand ambassadors. Anyway, if there is some prominent fan - he should be publicly rewarded.

6. Send an update to Fans.

Direct messaging is a very powerful tool, but do not misuse it. Think twice before sending a message to all of your fans - it should be really valuable if you don't want everyone to ignore it or get irritated.

Tip: Facebook allows you to send targeted updates. Think of a way you could use that feature for your business.

7. Ask your fans for help.

Now and then you can post a status update asking your fans to help build the community by suggesting your page to their friends. Just refer them to "Suggest to Friends" and "Share" links on your page and measure their response.

8. Build partnerships with other pages.

Notice that each page on Facebook has an "Add to my Page's Favorites" button. When you do this, the logo of this page appears in a special "Favorite Pages" box on your own page. People see it and they might click the link to find out more about this page.

Your aim here is to build partnerships within your niche and be "favourited" as much as possible. Add to favorites pages that you like or that your business is related to and inform their owners about it with a wall post or a private message. Most likely you will be "favorited" back.

9. Use the applications.

There are a lot of crazy apps that you can use to promote yourself. You can even develop one of your own if your budget allows that. But how do the viral applications work in common?

You need something that people would willingly launch. This might be a game or a quiz or any other kind of dynamic content that most people love. Once a person has his score, bagde, vitual gift or any other result - the application publishes it to his wall so that all his friends could see it. The application should have a clear call to action, so that new people could easily get engaged. If the application has some kind of a High Score - people will play it again and again till they outrank their friends. You can (should) use the apps for sweepstakes and giveaways - people love them a lot.

10. Spy!

Yes! Always keep an eye on your competitors, especially on those outranking you. Check what they do and if you consider it to be a successful strategy - do the same. When they fail - try to avoid their mistakes. Anyway, you should always be informed on what others are doing to promote themselves.

11. Ads?

Indeed the most common way to promote your page. But before you use it, check out these stats:

Promoting Your Facebook Page Externally.

 1. Facebook for webites.

The Facebook team has come a long way toward making your website more personalized and social. There is a list of great social plugins that can be easily embedded into your website and drive lots of new visitors: "Like Button" plugin, which is almost everywhere now, "Like Box", which let's you become a fan of the website without leaving the page, "Live Stream" which is often used while broadcasting some event. Try them on your website and see what happens next.

2. "Like" and "Share" buttons.

These two are so powerful that they require a separate paragraph. Once you own an online store - those buttons are of exceptional value. Whenever you find something that appeals to you in an online store - you no longer need to copy the URL and send it to your friends to ask for their opinion. Just press the "Like" button. They will see that and comment on it. This applies to photos, videos, games, blog posts, reviews - literally anything that can be found on the web.

3. Put a link everywhere.

Once you have a website, you put its address everywhere - e-mail signatures, forum signatures, twitter info, author bio section, LinkedIn profile, links section of your blog. Do exactly the same with your Facebook page. Highlight your Facebook presence at offline events, print it on your business card, use every opportunity you have.

Power Tip: Take some twitter auto follow script that follows a person whenever he has specific keywords in his tweet. Some percent of the people you've followed will follow you back. Write an engaging request to join your Facebook page and set it as an automatic direct message to people, who have just followed you. Being launched, this system will drive some new fans to your Facebook page on a regular basis.

4. Using video.

Almost every video sharing service allows you to annotate your videos with links. This is a great way to drive some new fans onto your Facebook page. You can make viral videos, funny videos, tutorials, explanations, presentations etc. and include a link to your Facebook page with a request to join. Works perfectly!

5. Other services.

There are a lot of websites where you can get some targeted audience. For instance, upon writing this guide I've gone though dozens of presentations at SlideShare and Scribd. There I've seen many referrals to join Facebook pages specialized on marketing, and I did join some of them truthfully as I enjoyed their presentations. Examine carefully all the websites where you post information or showcase your services and think of the way you could refer people to your Facebook page.

Power Tip: In case you have some kind of a digital product - create a torrent with some demos, name it with trending keywords and upload to all torrent trackers you can find. In the info or in the comments section add a link to your Facebook page. Then go to your analytics and watch your numbers grow.

Wheew... That's the end of my guide. Sure there's a lot more to add, but I tried to keep my tactics brief, to leave some space for your imagination. I'm sure each of you can invent lots of fantastic ways to use Facebook for SMM. I am open for any questions, shoot!

Ask not how you can make benefit for you company - ask how you can make benefit for your customers. 

根据Top 40 Social Media Engagement Infographics 社会化媒体策略图释（Part 1 ) Building Company with Social Media所示，新媒体/社会化媒体不仅改变了公关和市场的战略甚至策略形态，而且带来了整个企业战略和运作方式的变革。随着新媒体和社会化媒体的理念和战略被越来越多的企业和品牌运用，新的问题也会产生：

• 如何应用新媒体/社会化媒体帮助企业和品牌成长？

• 采用什么样的新媒体/社会化媒体战略，内容、渠道策略以及互动方式？
  

说明：Web 2.0 似乎已经成为了老去的词汇，大家更多的谈到的是新媒体/社会化媒体。但是上面这张图也可以帮我们更深入了解新媒体/社会化媒体传播理念和互动机制。 其中由UGC(User Generated Content)理念衍生出的content is king, 4C互动模式，都是随着新的媒体平台出现而发生的演变。

12. Influence Ripple

说明: 这是一张老的图释，可以解释博客以及论坛的舆论影响和互动模式，但是当以Twitter, Facebook 为代表的社会化媒体成为主流并日渐成熟之后，以明星、专家和知名博客为代表意见领袖以及他们对网络言论影响的作用将逐渐淡化，特别是当他们的言论与普通网民缺乏共通点的时候。

13. Social Media Ecosystem 

说明: 如果你正在为本公司制订公司层面的新媒体/社会化媒体战略，这张图释将帮助你更容易理清和界定公司的各个职能部门在新媒体/社会化媒体语境下的关系和协作模式。

14. Approach to Creating Experience

说明:爱德曼Digital (Eelman Digital) 全球副总裁David Armarno  认为新媒体/社会化媒体的核心不是平台，也不是互动模式，而是一个消费者体验的过程，以及自然产生的UGC。 这是对Content is King 理念更进一步的发展。互动的本质不在于结果（ROI), 而在于过程。


15. Paid Media and Earned Media 

说明: 外界对于 Edelman Digital Owned Media,  Earned Media, Paid Media  理论有不同的阐释和理解。但是更为重要的是如何把三者有机地结合，来自爱德曼Digital (Eelman Digital) 全球副总裁David Armarno的图释为我们找到了部分答案。 

16. Paid Media and Earned Media 

说明: 针对中国新媒体/社会化媒体的独特生态，Liblog 关于部分owned media 的分析以及功能的阐释。中国社会化媒体最大的优势在于后发性以及出色的本土化，弊端在于创新的缺失。但是，中文语境下的社会化媒体和全球主流的社会化媒体虽然在主要的传播和互动模式上相类，但是传播和互动的具体方式和机制却更加复杂。

 17. Experience Building Blocks

说明: 如何实现与消费者的互动，不仅仅是由渠道和内容决定的，更多的是关于网民消费习惯、网络行为的深刻了解。（by David Armarno)。 新媒体/社会化媒体互动不是技术，而是心理学，行为科学。


 18.Social Media Plan 

说明: 之所以选择这个图释，是因为这个看似简单的一个图释，却能解释困扰很多企业的问题：为什么新媒体/社会化策略和实施会失败。 很多企业忽视了或者做不好第一个步骤,  而更多的企业把最后一个步骤提前了。

 19. Social Media Tip: Tools vs. Strategy

 
说明: 和图释19说明的问题一样，应该首先有一个明确的新媒体/社会化媒体战略，然后才是选择工具与平台。否则，企业的新媒体/社会媒体策略将会陷入非理性定制以及非目标受众互动的困境。

 20. Social Media Phobias for Business 

说明: 在这一部分的最后是一个让人有些郁闷的图释。和社会媒体热相对，还有一个词汇叫做社会化媒体恐惧症（Social Media Phobias）。 即使克服了这种恐惧，企业在实施新媒体/社会化媒体战略时也会遇到一个绕不过的难题：公司各部门加的协作以及Real-Time cooperation. 

Social Media Crisis Management Lessons Learned from BP

社会化媒体（社交媒体 Social Media）不仅仅正在改变人们获取信息、沟通、行为的模式，而且改变了品牌和机构传播、公关、市场、CRM以及危机公关处理的生态。而BP的墨西哥湾漏 油事件为我们提供一个很好的案例，分析社会化媒体传播背景下当危机发生时企业和品牌如何应对社会化媒体的挑战？

限于Facebook 和 Twitter 在中国是受限资源。我们的分析更多借助国外独立博客和媒体采集的信息。下面是Andy Beal 关于BP石油失陷社会化媒体困境的原因分析。

BP网络危机的处理模式包括：

Updates（信息更新）
Response（回复）
Statement（声明）
Briefing（简报）
Broadcast（通知）
Distribution（发送，新闻稿发布）
Push（推送）

但是在分析了众多的数据之后，我们发现BP的危机处理中缺少了如下几个关键词：

Listening（倾听，监测和跟踪）
Engaging（互动和融合）
Discussing（参与讨论）
Conversation（参与对话）
Dialog（对话）
Understanding（理解）

无论BP是否使用了社会化媒体的手段或者SEO，BP对新媒体的认识和使用上存在着巨大的失误。如Andy Beal 的分析，其中一个最大的问题是BP没有充分去倾听消费者和网民的声音和诉求，同时在传播自己的观点的时候也没有去考虑受众的心理。

更为重要的是，BP的决策层和公关还不习惯和网络上的普通消费者打交道。BP的公关建议来自于一个传统的公关公司，这个公司可能没有网络conversation (对话)的经验，或者说他们的“亲民”策略并没有被BP采纳。

Andy Beal： If BP really wants to “use” social media to help fight the reputation backlash it’s facing, it needs to understand that the medium is a conversation. Right now, it’s using social media the same way it uses TV or Print. It’s only telling us its side of the story and not letting us talk back to BP executives. Who knows, maybe us “small people” might have the answer to cap that leaking pipe!

社会化媒体时代的危机公关
Allan Bisset在《BP – Beyond Pollution or Just Bad Crisis PR?》一文中说，危机公关有很多处理的方式和原则。但是其中最重要的一点是无论你是选择哪一种渠道或者传播方式，你的(spokesperson)发言 人和你的沟通应该是competent（胜任）, confident（自信） and compassionate（有同情心的）。

当你沟通的方式和语言虽然严密但又复杂而费解，这非但不能澄清误解或者消除负面情绪，反而会引起反感、敌视，甚至会激化汹涌的负面言论。

BP也许没有想到包括Facebook和Twitter在内的社会化媒体将为BP的危机带来前所未有的挑战。在灾难、负面信息以及危机事件的传播 上，社会 化媒体比报纸、电视、包括论坛在内新媒体的传播速度、广度和力度都要迅速。而且不仅仅是信息的传播，还有每个社会化媒体使用者对新闻和信息本身观点、判断 的传播和累计。这个过程不是一个简单的叠加和重复，而是一个几何形式增强和进化。

一个证明就是，在危机发生后的数天内，Facebook 上抵制BP群组的快速增长，Twitter账户@HPGlobalPR短时间内11多万的粉丝，以及由此掀起的抵制BP浪潮。

社会化媒体时代的危机公关已经完全跨越了传统媒体和传统危机处理的范围。Allan Bisset 说： So Crisis PR has to take increasing account of Social Media and the Internet in future, both as a potentially hazardous communications channel to monitor for sentiment but also as a cost-effective and efficient means of getting your side of the story across – provided you’ve got a coherent story to tell and trained, competent spokespeople to tell it in the first place of course!

The most important element of any  communications strategy in a crisis, especially as it begins to develop,  is to be open with the public by being available to the all the possible  news and information channels.   In a crisis, the “truth” is often the media’s and the online social communities’ perception of what “the truth”  is.   So never let the facts get in the way of a good story and pay attention not to what the position actually is, but what’s being said in the first few hours

那么对于那些习惯于用“暂时不做评论”或者“我们将会第一时间告知媒体和大众”的传统危机处理策略，将不再适用于社会化媒体时代的危机处理和危机公关。

在传统的公关策略中，危机公关的解读不仅仅包括危(Danger)还包括机（Opportunity）。 但是 社会化媒体时代的危机，让Danger 来得更快更强，同时在危机中需找机会（Opportunity）的难度也在不断增强。

Social media as a crisis management tool 社会化媒体时代的危机处理

(（from  Incorporate Social Media into Your Crisis Management Plan by Aneta Hall http://anetahall.wordpress.com/2009/05/10/incorporate-social-media-into-your-crisis-management-plan/ ）

Before the crisis危机前

In order to prepare for a crisis you must add the following social media components to your existing crisis communication plan well BEFORE the crisis unfolds

Social media staff. 人员储备。

• A group of social media enthusiasts who continuously engage with influencers across your industry and who maintain visibility across all social media channels where conversations about your brand take place.

• This should be a distributed practice, rather than one- or two-people team coming from your PR group. All this to help your company develop social media relevant relationships on every operational front.
• Your engineers, your customer service reps, your legal team should be engaged with relevant communities: engineering, customer support, etc. in order to activate these relationships in the time of crisis and help you carry your message across all operational disciplines.
• You don’t have to go to extremes (the way Dell, IBM or Oracle do) and make social media interaction one of the job functions of virtually every employee unless you have strong controls in place and highly trained workforce in terms of dos and don’ts of social media engagement. But don’t think that Milennials in your company are already engaged and making social media connections for you and you don’t need to get involved further. Develop a formal plan that includes specific reps from all business units and corporate functions and make social media outreach part of their job responsibilities to ensure you have these valuable social media connections in time of crisis.

Social media channel monitoring. 监测

• One of the big advantages of being socially connected is gathering real-time intelligence. If you’re tracking social media channels – even by using basic free tools like Google alerts–you’re likely to discover a problem in early stages giving you a bit more time to gather as much intelligence as possible and to formulate your response strategy.

• Find out who is responsible for that in your company, what reports are generated and how you can participate in this process. Finally you want to know the formal process of activating your crisis response team once you spot a problem. This process should be well publicized in your company so that every employee who discovers a potential problem knows what to do and who to alert.

Rapid response team. 快速反应团队

• If you have a crisis management plan in place it surely includes a rapid response team set up to manage response and make decisions which includes a communications expert responsible for gathering, framing and distributing information, a senior executive who is able to make decisions in real time and is accountable for them and additional reps from legal, HR and marketing teams.
• Please make sure that this team includes a member of or has close coordination with your social media outreach and monitoring team to make sure social media channels are closely monitored in the time of crisis and used along with traditional channels to get crisis information out quickly and efficiently.

Social media channels. 社会化媒体渠道

• The time of crisis is NOT the best time to worry about opening a twitter account, starting a corporate blog or setting up a YouTube channel. The time to establish these channels is BEFORE the crisis occurs. Why?

First, because they require a fair amount of logistical forethought including identifying channel maintenance procedures . During crisis you don’t have time to worry about best practices associated with channel set up and maintenance. You need your channel to be ready to receive content and have a team in place ready to engage in two-way dialog.

Secondly, you need some time for your channel to mature and attract followship in order to be most effective in the time of crisis. Having said that there are plenty of companies including Domino’s who ended up opening a social media channel during the crisis simply because they did not think of it before.

Better late than never, but remember to “advertise” your new social media channels as much as possible using your traditional media channels (add a blog link to your press release, provide link to your Twitter account on the home page of your corporate website, etc.). All this to make sure users are aware of these new communication and engagement channels.

During the Crisis危机中

DEFINE AND DISCOVER CRISIS EARLY.监测和评估

If you’re monitoring social media, and you suspect a crisis is emerging that you don’t already know about, take a deep breath and definitely don’t panic. You have (hopefully) prepared for this day making it easier to manage what’s to come. Begin by gathering as much information as possible before launching your rapid response team. Chris Kenton suggests initially gathering info. to answering the following two questions:

• What the source and content of the crisis? Is it a customer complaint on a blog or a post by an influential analyst getting picked up on Twitter? Is it an opinion: someone hates your company, or a fact: your product blew up and hurt someone? You don’t want to go into crisis mode on every customer complaint that can be managed by engagement, but be able to recognize major crisis quickly.
• What’s the severity of the crisis? Is it one person shouting out to the universe, a percolating dialog, or a raging fire?

Consider asking the source of the post for more information if the story is unclear.
However, don’t try to dismiss or hide the crisis situation. Remember that transparency is the most effective tool for crisis management. Don’t shut up or shout out but participate and make meaningful connections.

FORMULATE YOUR MESSAGE CAREFULLY. 关键信息

Present timely, accurate and candid info. Holtz & Havens in their “Tactical Transparency” book advise that your message should include:

• Honest and authentic explanation of what happened while maintaining positive image of the organization
• Explanation of steps taken to address the issue
• Plans to prevent this situation from happening again

Remember that the way the message is worded really makes a difference. While Twitter message has to be succinct (only 140 characters) and could include a link to more detailed info, your blog post can elaborate and invite your constituents to submit comments while your user forum can invite public to more freely discuss the issues.

None of these channels include blatantly copying and pasting portions of your press release which has been put together to appeal to a one type of audience and not to everybody. Don’t forget about common sense issues such as avoiding industry jargon, explaining acronyms, removing any legalese or marketing spin from your crisis communication messaging.

DELIVER YOUR MESSAGE (DON’T FORGET SOCIAL MEDIA CHANNELS) 传递信息

• Once your message has been formulated remember to update it once more information becomes available. But remember to stick to the facts in a crisis and never speculate on the causes or resolution of a crisis unless you have all the facts. Stick to what is known regardless how much pressure you are under from traditional or new media folks.

• Deliver your message across all channels (traditional and new) while paying attention to the ones where conversations about the crisis are particularly lively. Remember now is not a good time to create social channels. This should have been done ahead of time.
• Make sure that there is an up-to-date web site/blog entry with all pertinent information regarding the crisis easily accessible to everybody. That website needs to be kept up to date 24/7. It’s best if there is a link to it from your website’s home page.

Severity of Crisis 危机的分类

Depending on the severity of the crisis respond appropriately. Chris Kenton suggests separating these crisis into the following types and responding accordingly:

SMALL PROBLEMS NEED TO BE ADDRESSED BEFORE THEY BECOME BIG PROBLEMS.
急需解决的问题，否则将演变成为危机。这包括消费者在博客和其他社会化媒体上的关于产品的投诉、不愉快的消费经历。
Customer complaints on blogs can often be solved by engaging early. The crisis and the resulting online buzz can often be stopped by expediting a connection with customer service. If it’s a problem you can’t solve–an opinion, or a bad experience that can’t be resolved–a note of regret can often have a defusing impact. In the heat of a crisis it is easy to admit wrong-doing or discuss internal problem on a public forum. Don’t do that since you may unleash unintended consequences you’ll regret.

AN ISOLATED CUSTOMER PROBLEM IS GAINING TRACTION ONLINE.
正在引发网络关注的单一、热点事件。
Consider telling the company’s side of the story to defuse a crisis. Remember to proceed with caution and give yourself time to formulate the message. Sprint handled a classic customer service issue that resulted from red tape and miscommunication within 24 hours by submitting a comment to a blog post about the issue by simply explaining their side of the story, offering to help and NOT asking to remove the damaging post (more here)

THE CRISIS IS IN FULL SWING AND INVOLVES MULTIPLE CHANNELS.
已经演变为危机的事件，并开始在网络的各个渠道传播。
Admit it, it’s close to impossible to address every blog post and every Twitter post, but this is where your crisis communication planning really shines. Activate your entire social media team and ask them to activate their social media contacts to spread the message across virally. While you alone cannot carry your response to everybody, brand ambassadors can and will. Among those who discuss your brand in connection with the crisis find the ones who are the most influential (through Technorati ranking for blogs or Twittelizer for Twitter influence measuring). Reach to these folks first since their messaging carries a greater impact.

INTERNAL CRISIS THAT HAS NOT YET GONE PUBLIC.
没有被公开的内部危机。
Consider yourself lucky. You have time to think about your response ahead of time. But don’t procrastinate thinking the issue will go away without hitting the social media channels. Chances of that happening are close to zero if you are a large brand. Your first step should include a traditional pre-emptive disclosure, that should be set and ready to go live when time comes. Don’t activate your social media channels yet, but do it as soon as the buzz starts.

Crisis Management &Engagement Roadmap 危机处理流程（略）
相关参考：How to Use Social Media for Crisis Management http://www.socialmediaexaminer.com/how-to-use-social-media-for-crisis-management/

Additional Resources：

Golden Rules of Crisis PR 危机公关的处理原则

1.  Have a detailed crisis communications plan that includes dealing with the media, online communities, the immediate local (or global) community and your employees.

2. Make sure the crisis team has been professionally trained in doing hard news interviews and consider establishing a dedicated team or getting a specialist agency on board to deal solely with the online aspects of your communications.

3. Nominate a spokesperson and two back-ups now – be culturally sensitive about the choice.  Do not wait for the crisis to occur.

4. Deal with the crisis head-on. Don’t put your corporate head in the sand under the “no comment” cover.

5. Respond to reporters’ questions immediately. They expect a return call or an on-site interview within ten minutes of the request.  Respond equally quickly to comments online and in Social Media networks.

6. Never lie. Telling the big lie would obviously  be stupid,  but many executives think little white lies will ameliorate things a bit.  No – it will just come back and bite you very hard on the bum.

7. Never go off the record. In a crisis there is already enough confusion – no need for you to add to it.  Keep to the agreed text and approach and issue, distribute or otherwise disseminate only that information you’d be happy seeing on the front page of the local paper or anywhere in the public domain.

9. Practice implementing your crisis plan by going through a mock crisis once a year. Do not forget the Social Media element during the practice.

英国石油公司(BP)在墨西哥湾的“深水地平线”钻井平台4月20日发生爆炸，至今尚未完全控制漏油，水下油井以每天5000桶的速度在持续漏油。

BP在事件中损失惨重。自意外发生以来，BP的股价大跌，市值损失了580多亿美元。未来还将面临巨额索赔要求。但是BP损失的不仅仅是股价市值，在新媒体战场上，BP也正在经历一场关系品牌生死的决战。

在危机发生后的10天以内，BP虽然监测了Facebook, Twitter 的博客上的言论以及反对BP的声音。但是保守的BP最终采取了保守的方式，静待危机和反对的声音随着时间的推移而消退。

但是在平静了10天之后，新媒体上的反BP组织，环保主义者和消费者开始向BP宣战。这场声势浩大的战争让BP措手不及。

虽然BP的顾问们建议BP买下了GOOGLE和 BING 有关BP墨西哥湾原油泄漏的关键词，希望传播相关的正面信息，消减否面新闻和言论。但是，这一策略非但没有为BP带来预期的危机控制，反而让BP无谓地消耗掉了宝贵的时间。

April 20 - The Deepwater Horizon gas rig
explodes in the Gulf of Mexico and the first
gush of oil rushes out from below the sea floor.
Within a few days the first disparate, individual
tweets, blog posts and Facebook updates,
mainly from the more eco-minded members of
the public appear, imploring the rest of us to
penalize BP for the environmental catastrophe
that is unfolding and stop giving them our
business.

May 1- 5 - The initial response is tepid. A few
re-Tweets and blog posts continue daily
through the first week of early May. Meanwhile,
membership on the various BP boycott groups
on Facebook steadily climbs, adding, at first, a
few hundred recruits each day, then more, and
more. To a crisis PR expert though the online
activity of the pressure groups is still
considered fringe. In any case, the agitators
are ignored as it is believed their online
campaign remain too small to pose a threat.

May 21 - The first reports of oil washing ashore
on barrier islands in the Gulf are reported and
the overall chatter about the spill hits overdrive
on Twitter, Facebook and the blogs. The
clamour on blogs doubles almost overnight).

May 26, CNN reports the existence of the
primary "Boycott BP Facebook" group. Blog
chatter climbs four-fold, tipping off still more
bloggers and more news outlets who write
about the phenomenon. CNN tells us there are
118,000 members at the time it files its story.
May 28 - the number of members swells to
172,000. The movement has gone mainstream.
May 31 - Still more bad news is to befall BP. Its
big hope, the "Top Kill" capping effort, fails over
Memorial Day weekend. The "Boycott BP"
blogstorm rebounds yet again, as the chart
above indicates.

June 2 - a full week after the CNN report,
membership of the Boycott BP Facebook group
has more than doubled to 277,461.