Social Media Basics

SOCIAL MEDIA

What is Your Social Media IQ?Novice or Expert

WHAT IS SOCIAL MEDIA?It’s an ‘ONLINE COCKTAIL PARTY’

Social = the instinctual need humans have to connect with other humans

Media = the tools we use to make those connections with other human beings

Defined = how we use technology to effectively reach out and connect with other human beings, create relationships, build trust and be there when the people in those relationships are ready to buy our products

FUN FACTSMost people aren’t using multiple social networks.

Over 50% of Internet users either don’t use any social networks, or use just one.

Facebook and Instagram users are the most engaged. Around 60% of their users sign in every day (compared to 46% of Twitter users)

Pinterest and LinkedIn are stand-alone networks. There is much less crossover usage with other networks (except Facebook).

Pinterest and LinkedIn users are wealthier than the other networks with a high percentage earning over $75000 PA.

CATEGORIES Social Networking

Publish

Photo Sharing

Audio

Video

Microblogging

Livecasting

Virtual Worlds

Gaming

Productivity Applications

Aggregators

RSS

Search

Mobile

Interpersonal

SOCIAL MEDIA PHASES

LURKERS

NOVICES

INSIDERS

LEADERS ELDERS

Fundamental Shift in PowerCustomers are now controlling brands and messages

It’s word of mouth at the speed of lightEveryone can be a publisher

OLD RULES OF MARKETING

Advertising – push strategy

Needed to appeal to the masses

Relied on interrupting people

One-way communication

Creativity was the most important piece

Was important for ad agencies to win awards

Advertising and PR were separate divisions run by different people

NEW RULES OF MARKETING

It’s more than advertising – pull strategy

PR is more than just a mainstream media audience

You are what you publish

People want participation, not propaganda

People want authenticity, not spin

It’s about delivering content at just the precise moment your audience needs it

RULES FOR THE NEW GAME

Treat people wellThey will treat you well back

Build a big networkYour network = your net worth The wider your network, the easier it is to get

things done

The more personal the relationship, the more straightforward you can be

SOCIAL MEDIA AT WORKShould we use it at work?

If so, for what?

SOCIAL MEDIA AT WORKADVANTAGES

Facilitates open communication.

Employees are able to discuss ideas, post news, ask questions and share links.

Provides an opportunity to widen business contacts.

Targets a wide audience, making it a useful and effective recruitment tool.

Improves business reputation and client base with minimal use of advertising.

Expands market research, implements marketing campaigns, delivers communications and directs interested people to specific web sites.

DISADVANTAGES Opens up the possibility for hackers to

commit fraud and launch spam and virus attacks.

Increases the risk of people falling prey to online scams that seem genuine, resulting in data or identity theft.

Potentially results in negative comments from employees about the company or potential legal consequences if employees use these sites to view objectionable, illicit or offensive material.

Potentially results in lost productivity, especially if employees are busy updating profiles, etc.

OPEN LEADERSHIP Respect your customers

and employees have power

Share constantly to build trust

Nurture curiosity and humility

Hold openness accountable

Forgive failure

OPEN CULTURE Must let go to succeed

Greater transparency can lead to significant changes

Being open requires more rigor and effort than being in control

People will push back

ANALYZE EXSISTING MEDIAIs it working?

Expense/Conversion (ROI)Amount spent on marketing last year/total # of new

customers

Who is doing it?

Who are you reaching?Demographics

Analyze your current demographicsIdentify future demographic groups

5 STEPS TO INTEGRATION

Implement &

Measure

Identify Resources

Integrate Medias

Social Media Trinity

Analyze

SOCIAL MEDIA CAN…Attract customers

Educate buyers

Overcome resistance and address objections

Establish your credibility, trust and authority

Build buzz via social networks

Build fan base and inspire customers to love you

Inspire impulse buys

SOCIAL MEDIA STRATEGYGet clear about your goals

EducateSellConnectBranding

Define your ‘ideal customers’ Where they are onlineChoose social media platforms wiselyStart with one platform and get involved

Consistency is critical

SOCIAL MEDIA STRATEGYFollow the 80/20 RULE

80% of posts must be things of value Tips, photos, quotes, humor, etc…Articles, Blogs, new items

20% of posts promote your business or causeCoupons, specials, web links, promotionsInvites to events

SOCIAL MEDIA STRATEGYListening

IndustryCompetitorsTarget marketPotential customers/followers

Monitoring Is it working?How do you know?ROI

Monetary vs. Branding

SOCIAL MEDIA PLANEngage the company and/or team

Describe the business

Perform a SWOT analysis of the companies current marketing strategies

Define goals and objectives

Clarify your marketing messageCoordinate all marketing efforts

SOCIAL MEDIA PLANIdentify tools to match goals

Identify listening priorities

Create a publishing and implementation schedule

Implement consistently

Measure

Review and adjust as necessary

SUCCESSFUL ONLINE MARKETING

Convert

Transform

Attract

ATTRACT• Brand• Outcome• Differentiator

***Start with a solid foundation

CONVERTConsumption of Content + Time = Client

• Social media works best as a tool for attracting traffic and attention it does not work well for converting strangers into clients

• Best conversion tool is your own website

TRANSFORM• Built on social proof

• You must do a good job

• Use success to attract more success• Testimonials

• Case studies

• Videos

• Audios

• photos

SOCIAL MEDIA TRINITY

Twitter

Social Media

Blogs

BLOG PLATFORMSWordpress

Tumblr

Website

Blog Searches http://blogsearch.google.comwww.technorati.comFollow industry blogs

BLOGSWho

Should blog for your company?Who else is blogging in your industry?

What Should you blog about? What are others blogging about?

Where Will it reside?

When How often?

BLOGSWhy

What are your goals? Why are you blogging? What do you want your readers to gain?

HowHow will you find the time to start and stay

committed?

BLOGSIdentify tools

Identify content

Identify plug-ins and widgets

SEO advantages

RSS and Readers

Interconnection

GOOD CONTENT

TRUE RELEVANT

HUMAN PASSIONATE

ORIGNAL

SURPRISING

CONTENT RULESEmbrace publishing

Insight inspires originality - know yourself

Build momentum

Speak human

Reimagine, don't recycle

Be authentic

Know the industry

Share or solve, don't shill

Show, don't tell

Do something unexpected

Stoke the campfire

Create wings and roots

Play to your strengths

BLOG POST TEMPLATE Post title

Let readers know how the blog will be useful to them, use an element of surprise

First sentence Hook the reader

Next paragraph Begins to answer the question you raised earlier or explain your

initial statement

Bulleted or numbered lists Create a list of your key points

Add an image

Close with a question

TWITTERMicroblogging site

Text-based posts up to 140 characters

Connects in real time

Great for SEO [Search Engine Optimization]

Able to create business pagesCan have multiple pages

TWITTERLargest penetration in the US

5,700 tweets happen every second

560 million users

People use it for media consumption

Twitter grew 44% from 2012-2013

Twitter Search www.search.twitter.com then click on the Advanced Search to get specific keywords and regions. You don't

have to have a twitter account to find out what people are talking about.

TWITTER JARGON@reply

Used to directly talk to someone or mention them.

DM or Direct Message. This is a private message.

# or hashtag This is a way to break a conversation out into a type of “chat room”.

RT or RetweetA way to pass along information from one person you are following to all your followers.

WAYS TO USE TWITTER Connecting with current

clients

Finding new customers Forming joint ventures

Watching the competition

Get instant market feedback

Share your followers respect

Let people sample your style and work

Generate quality traffic

Build trust

Generate content

Generate ideas

Find people

Manage your reputation

FACEBOOKA billion users worldwide

Largest opportunities with consumers

2.5 billion pieces of information shared each day

Facebook is ageing. 45% of Internet users aged 65+ use Facebook65+ use Facebook

FACEBOOKPersonal Profiles

Groups

PagesInsights

Advertising

FACEBOOK23% of users log in at least 5 times a day

47% of Americans say Facebook is their #1 influencer of purchases

70% of marketers used Facebook to gain new customers

Facebook Search www.Facebook.com/Search Select Pages to limit

your search to just Pages. Search on keywords in your niche to see what people are doing.

WAYS TO USE FB PAGESCompany page

Build audienceUse FB as “ ___”Understanding insightsAdvertising

Promote postAd promoting page or website

Follow othersSettings

LINKEDIN“Relationships Matter”

Professional network

Interest groups

Job search toolOnline resumeRecruiting tool

Recommendations

Company pages

LINKEDIN79% over the age of 35

250 million users

Used by corporate brands Gives smaller companies an opportunity to

network and connect

The best time to post on LinkedIn is Tuesday through Thursday, when professionals are either beginning or finishing their workday.

WAYS TO USE LINKEDINShare professional information

Establish your expertise

Identify industry trends

Highlight blog

Showcase work samples

See who has viewed you

Build a powerful network

GOOGLE+Interacts with all Google apps

Must have a Google account Run by the #1 search engine

in the worldContent can rank in search

results

Circles

Hangouts

Integrates easily with other platforms

GOOGLE+925,000 new users every day

400 million active users

Not as many brands participating but the ones that are find strong followings

45 to 54 year old bracket  increased its usage on Google+ by 56% since 2012

PINTERESTMission is to “connect everyone in the world through the ‘things’ they find interesting“

Pinboard-style social photo sharing website

Pinboards are themed so that pins can easily be organized, categorized and discovered by other users.

PINTERESTAll about discovery

68% female

Largest opportunitiesFashion, home décor, babies, wedding and recipes

70 million active users

Poised to become one of the top four platforms

INSTAGRAMOnline photo-sharing, video-sharing and social

networking

Able to apply photo filters

Share photos on other networks

No advertising

Follower model like Twitter

Easy to use

INSTAGRAMAll about pictures and now short [15 second]

videos

Brands are participating using #hashtags and posting pictures consumers can relate to

Most followed brand is MTV

150 million active users

Most users under the age of 35

YOU TUBEOver 2 billion video views per day

Over 35 hours of video uploaded per minute

70% of YouTube traffic comes from outside the U.S. 

2 billion video views per week are monetized

Every auto-shared tweet results in six new YouTube.com browsing sessions.

YouTube was initially funded by bonuses received following the eBay buy-out of PayPal

Google paid $1.65 billion for YouTube in November 2006

BEST VIDEOS FOR BUSINESS

How to videos – make sure title them “How to ___”

Frequently asked questions video about your business.

Describe how your business is different. What is your unique offering to your clients?

Customer Testimonials

BEFORE YOU FILMWatch some of the most shared videos

Practice creating some videos for fun

Do NOT spend lots of money – there is no need

Research your industry

Decide to give it a try

YOU TUBE‘Video is 50 times more likely to appear on the first page of a search result than standard text based content’ recent Forrester Research report

Every minute 24 hours where the video was uploaded to YouTube alone

WHICH PLATFORMS TO USE?

GOOGLE ALERTSCreate alerts against your searches

Six categoriesNewsWebBlogs ImagesVideosGroups

Creating a Social Media PolicyIn today's virtual working world, social media

will inevitably come up. It's critical to define what your company expects early on, so you can benefit from the positive aspects of the medium rather than try to fight against them. 

SOCIAL MEDIA POLICYExamine corporate culture and social media goals

Get buy in at the appropriate levels

Define the scope One policy for the entire company? Or separate policies

for different departments?

Research state and federal laws

Clarify policy rules

Address personal vs. professional

Keep in short

#1 The Strict Policy Employees often must state disclaimers

separating themselves from their company

Their workers are not able to ever communicate as customer service unless granted permission

Employees cannot share logos of the company

Social media is not allowed or tolerated in the workplace at all

#2 The Common Sense Policy

Users should be respectful and courteous

Employees are expected to be honest about who they are

Workers can't publish any confidential company information 

Expected to respect the privacy of other coworkers and clients

#3 The Balanced PolicyAllowed to promote company events and

integrate the company respectfully

Avoid controversial topics to steer clear of bad press and labeling

Encouraged to interact with marketing online 

Allowed to state what company they work for and talk about the company, within reason

Ford’s Social Media Policy Use your common sense.

Beware of privacy issues.

Play nice, and be honest.

LEGAL IMPLICATIONS Disclosure of Confidential

Information

Unauthorized Use of Trademarks

Unauthorized Use of Copyright-Protected Works

Defamation Issues

Electronic Discovery

Dynamic Information

Human Resources Issues

Securities

Privacy/Publicity

Endorsements

Employee safety

Computer hacking

CREATIVE COMMONSCreative Commons (CC) has released several copyright-licenses known as Creative Commons licenses free of charge to the public. These licenses allow creators to communicate which rights they reserve, and which rights they waive for the benefit of recipients or other creators.

PUBLISHING CALENDAR

PUBLISHING CALENDARDAILY

Twitter 5-20 times per day

Facebook 1-2 posts per day

Pineterest

LinkedIn

Respond to news items

Respond to blog comments

User generated content on your own site

PUBLISHING CALENDARWeekly

One new blog post, two or three if you can manage

Short video

How-to article

Participation in related forums

Update your primary websites pages or sections

Add all new contacts on LinkedIn

PUBLISHING CALENDARMONTHLY A meatier blog or article based on deeper research

Create and mail an e-mail newsletter

Produce a short video

Produce an audio podcast

Produce a PowerPoint presentation and post it to SlideShare

Organize and promote a meet up

Contribute a guest post or article to another blog

Produce a webinar

Publish a case study or customer success story

PUBLISHING CALENDARQUARTERLY

Research-based white paper

Create a case study collection

E-book

Video series

Special addition E-news letter

Contest or sweepstakes

PUBLISHING CALENDARAnnual:

Live or virtual event

Executive Roundtable

Industry White paper

Speak at an annual conference

Announce and launch a contest or sweepstakes

iPhone app

Update your web presence with a new story feature

Produce a game

TIME MANAGEMENT Consistency is key

One platform at a time

Enlist others

Set a timer

Set aside technology-free zones and/or times

Use Hootsuite

HOOTSUITESite allowing you to post to multiple social

media sitesFacebook, Twitter, LinkedIn, Etc..

Schedule posts for later dates

Great for organizing multiple channel social media campaigns

Time management tool

Measure campaigns across platforms

www.smccme.eduMichelle Neujahr

[email protected]