Social Media: Walk Before You Run

Social media:Walk before your runJudi [email protected]@chieflemonhead

Red Cross Training Partner ConferenceFour Points by Sheraton, Toronto Airport

Thursday, May 8, 2014

Ice breaker

Content What is social? Why social? Who social? Where social? When social? How social?

What is social media?

According to Merriam-Webster

Forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos)

Why does social matter?

http://bit.ly/redcrosspartners

Who cares? We’re in Canada. Facebook is the most popular social network in

English-speaking countries, including Canada. There are 19 million Canadians actively using

Facebook Twitter is the 2nd most popular social network in

Canada; tweets are seen in both English and French!

There are 7 million Canadians on Linkedin. The majority of them make $75K+ per year. Linkedin is the best social network for generating

leads. Canada also loves its Tumblr, Pinterest and

Instagram.

OK. Who’s on social?

Canadian

social media users

Source:Supernova Media

From Pew Internet Research

74% of social media users are women (62% are men) 90% of 18-29yr olds and 78% of 30-49yr olds use

social media actively 40% of social media users access their favourite

networks via their mobile devices 28% access these sites via mobile on a daily basis

Cool! Where do I do social?

Facebook – Canada’s favorite network

Facebook is the living room of social networks.It’s where you reconnect with old friends, stay in touch with your community, and share recipes (and other useful stuff).Parents, in particular, use Facebook to stay socially connected with their children, and to ask other parents for recommendations and advice.

Twitter – Canada’s water cooler

Over 10 million Canadians use Twitter actively, on a daily basis, to read the news, share ideas and ask for tips and recommendations.The majority of Canadians on Twitter have a post-secondary degree and are in the business services or tech/tel industries.Twitter users frequently share their experiences with a business.

Linkedin – Canada’s professional network

Linkedin is Canada’s number 1 source for recruiting. It’s the home office of the social network house.Over 7 million Canadians are active on Linkedin, using it for professional networking, job seeking and recruiting, and consulting.

Anything else?

Anything else that really matters? Pinterest

A pin-board style photo-sharing website that allows users to create and manage theme-based image collections.

Over 4 million Canadians are active on Pinterest. 87% of users are women between the ages of 25 and 54

Instagram An online photo and video sharing network that allows users to create

their own digital media and share it across other social profiles. Over 150 million active users world-wide

Foursquare Geo-location check-in service allows users to explore nearby area and

check-in to places (and receive tips, advice or promotional offers) Over 50 million active users world-wide

Alright. Is there a “right time” to do social?

What time is engagement time?

For Facebook, engagement is highest on Thursdays and Fridays

Tweeting gets a higher response rate on the weekend

Instagram and Pinterest get higher usage on the weekends

Foursquare is mostly used on evenings and weekends

Do not count on averages. Study your audience via a social audit to determine your most effective times for social media use and communications of key messages.

Got it! Let’s get to it… How?

In short

1. What do you stand for? What are your core values? What qualities do you want associated with your

business? Why does your business appeal to your audience? How does your business differ from your competition? What does your current audience look like? What audience are you trying to attract?

2. Choose a persona What kind of personality will your voice have?

Is your brand funny? Serious? Smart? Quirky? Geeky? Sophisticated?

Be human!

3. Develop your tone and language What kind of vibe will your business radiate?

Passion Power Prestige Alarm Rebellion Love Trust

How do you want your audience to feel after they interact with you?

4. Keep it consistent!

Write a prescription for how your business is represented online, and then follow that prescription: ALWAYS.

5. Revise and perfect. Monitor your audience

Look for hints on highest engagement times Look for hints on highest engagement platforms Look for clues on topics and themes of importance

Adjust your message Connect your communications to what matters to your

audience Increase intensity to match highest engagement, decrease on

lower engagement platforms (but don’t stop) Track your success

Establish what you want to achieve and measure, measure, measure

Questions

Social media:Walk before your runJudi [email protected]@chieflemonhead

Red Cross Training Partner ConferenceFour Points by Sheraton, Toronto Airport

Thursday, May 8, 2014