Social Media 101 Suzanne Kart, CeP, M.A. Associate Vice President, LERN #lern13 @suzannekart @klynchmorin
Social Media 101
Suzanne Kart, CeP, M.A.
Associate Vice President, LERN
#lern13 @suzannekart @klynchmorin
#lern13 @suzannekart @klynchmorin
What we can and can’t cover today
• We going to discuss where to start, what platforms you should, and what kind of information you should share on each platform.
• We won’t have time to go into how to sign up for accounts, how to post, etc.
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If you need help with how to sign up for social media accounts, etc…
• All the platforms have tutorials and how-to guides
• Try Google
• Try YouTube
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One more thing to remember… • Most social media sites follow the same
format to register
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Lessons from Babcia
1. Never deny a hungry person food.
2. Always rinse the meat you get from the butcher
3. Do the best you can with the technology you have
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Channel 2
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How this applies to social media
• So maybe only Facebook makes sense to you right now. Do that.
• Don’t try to do too much if you’re not ready.
• But don’t not do anything, because you’re overwhelmed.
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The goal of social media
• Engage our key constituents in a two-way conversation.
• Make them feel connected to our organizations so they want to continued the relationship.
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It also helps with Search Engine Optimization (SEO)
• People online are confused. If they have a question that we have the answer to, we want them to find us.
• All search engines use social media signals (how current your content is, the frequency to which you get linked to) in their ranking processes
• 78% of Internet users do product research online*
• 89% of Americans search the Internet before making a purchase*
• When they search for eMarketing for lifelong learning, I want them to find LERN.
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* Inbound 2012, Gary Vaynerchuck
And they do find LERN
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The first rule of social media marketing
• It’s the same as the first rule of marketing – know your audience.
• Therefore, all the platforms I discuss today may not be appropriate for your program, depending on who is your audience.
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What platforms should we focus on?
• Top 3 most used social media sites are Facebook, Twitter, and Pinterest*
• The sheer number of people who interact with these sites make them a marketing force that cannot be ignored.
• Two other networks that are a must are LinkedIn and YouTube.
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*Direct Marketing News, April 6, 2012
• Overwhelmingly the most visited site.
• Even my dad is on Facebook – and he’s 73
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In fact my 85-year-old father in-law is on Facebook
Except he calls it “The Facemail”
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Two ways to post to Facebook
• As an individual account
– People agree to be your “friend” and you share information back and forth
• As a fan page
– You set up a page for your organization that people can “like.”
– Those people will then receive updates from your fan page when you post there, but you will not see their information like a friend would.
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For an organization, a fan page is best
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How to get people to “like” you
• Offer relevant content often
– Links
– Pictures
– Videos
– Information that is fun and interesting so that when someone one comes to your page they know you’re offering great content.
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Some fun things we shared this year to promote the conference
• Memes!
– Those funny pictures we all love to “share” on Facebook and other social media sites.
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Other ways to get people to “like” you
• Put a “like” button on your website • Ask questions • Use polls • Publish in the early morning (stories published in the early
morning or just before bed have higher engagement) • Let fans post to your page • Comment on your fans post (even something as simple as
“Thanks for sharing” tells fans your paying attention to them.)
• Create a contest • Offer exclusive discounts
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• Twitter is a form of micro blogging. People – or programs – sign up and are able to follow the posts of other users.
• Users post updates that are 140 characters (Which comes to about 2-3 sentences).
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Twitter is a broadcast medium with a reply function
• People can use Twitter just to update friends about their day – or Twitter can be used to send business, political or other information to people who want to hear from you.
• You can’t just push your sales message, because your followers will stop following you. You can tweet sales messages, as long as you tweet other information, too – information that’s of interest to your followers.
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Here are some ideas for using Twitter:
• Articles
• Retweets
• Announcements
• Information about people involved in your program
• Tweets about new blog posts
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• The hottest new social networking site is Pinterest.
• It made big news earlier this year when it increased its unique visitors by 155% in just one month, from December 2011 to January 2012.
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What exactly is Pinterest?
• Pinterest is a new form of social networking, too. It allows users to “pin” images or video to boards that they set up.
• The boards have a common theme.
• It also allows users to comment on other user’s pins and repost them.
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Who’s on Pinterest?
• Users are Pinterest are predominantly female (68%) and the majority are age 54 and younger (89%).
• The growth of Pinterest means that it’s going to be a powerful force for marketers – if it’s used correctly.
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Here are some tips for getting started on the right track:
• Use strong visual content. Whatever you are
trying to promote needs to be linked through an engaging visual that others will want to re-pin and share with their connections.
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Infographics and charts get results.
• We’re seeing more and more social media users share infographics in lieu of just data. Pinterest is the perfect place to get out the visual interpretations of your data.
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Promote your catalog
• Promote your catalog by sharing a screenshot of the cover. Reusing the visual not only creates a consistent message, it also reinforces in the mind of your customers the images associated with your program.
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Promote your blog posts
• Promote your blog posts. Every blog post you create should have an eye-popping visual to accompany it. You can post that visual to Pinterest and it links back to your blog.
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Put a “Pin-it” button on your website
• Put a “Pin-It” button on your website. Most websites already have buttons for social media sites like Facebook, Twitter, and LinkedIn – and now is the time to add one for Pinterest.
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• LinkedIn is a business-oriented social networking site that is used by millions of professionals.
• It’s not only a place to post a job or a resume, but also to start discussions, join groups of people who are interested in a specific topic, and share information.
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Other ways you can use LinkedIn
• To promote your blog.
• To stream your Twitter feed.
• Update the status of your recent work.
• Research prospects – or even potential employees.
• Share articles with your connections.
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Here’s what a LinkedIn news feed looks like
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Here’s a group in LinkedIn
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YouTube
• More than 75% of American adults watch videos on YouTube. According to the YouTube website, their traffic is as follows: – Over 800 million unique users visit YouTube each month – Over 3 billion hours of video are watched each month on
YouTube – 72 hours of video are uploaded to YouTube every minute – 70% of YouTube traffic comes from outside the US – YouTube is localized in 43 countries and across 60
languages – In 2011, YouTube had more than 1 trillion views or around
140 views for every person on Earth
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A credible search engine
• YouTube is now also a credible search engine where people are both searching for and uploading content.
• As a marketing tool, it’s a great format to highlight case studies as well as showing your audience the kind of products and services you’re offering.
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Content
• There are many types of content that can be shared on YouTube including:
– Webinars
– Invitations to events (think movie trailers for your event)
– Clips of your presenters and instructors
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It’s also where the kids are …
• Meet Isabela Kart
• She prefers YouTube to TV
• She has taught herself video production first by watching YouTube tutorials, then by uploading her own videos to her own YouTube channel.
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Here’s Isabela’s YouTube channel
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The marketing implications of Isabela’s YouTube usage
• People born into the information age use the Internet to seek out information, to figure out how to do things, and to interact.
• Isabela may be 11, but in 10 years she’ll be 21. She’s already a lifelong learner, so if she’s not in your target audience now (i.e. Kids College), she will be in 10 years.
• And she’s very typical for a girl her age.
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One more thing to learn from Isabela
• As adults, we often fear sharing content because we grew up in a world where:
– Using other people’s content was called plagiarizing.
– We could be accused of cheating on term papers for simply not citing a reference correctly.
– There was no Internet for us to publish our own work on.
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One of the most frequent questions I get on social media is will I get in
trouble for sharing content online.
• I’m going to allow Isabela to answer this one
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The lessons we learn from Isabela
• Credit the creator of the content
• Link to the original source when you can
• Maroon 5 is the best band ever.
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I also noticed there was a family resemblance
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Look at those cheeks!
Questions?
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Thank you!
• Suzanne Kart
• Connect with via social media at suzannekart.com
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