Lecture: Profiles and Pages - Facebook, Pinterest, LinkedIn, Twitter

By: Susan Fant www.susanfant.com / www.castlesandsllc.com

These Slides are for Educational Purposes Only The University of Alabama Marketing Department MKT597: Digital & Social Media Marketing Fall Semester 2014

Let’s Review:

Remember: Susan says social media is all about responding with proactivity and foreseeing potential customer behavior and decision making patterns (consumer behavior = purchasing decisions).

Why Social Media Strategy Matters

• When not paying attention, companies run the risk of the following: – Aiming at the wrong targets – Wasting time & money – Failing to harness potential power – (Alienating potential & current customers)

• Social Media’s Core Functions – Monitor -- Respond – Amplify -- Lead

Example: Human Bungee Slingshot (yes, that’s right, human. bungee. slingshot.)

http://www.youtube.com/watch?v=eYthI8sVTME

Social Media is Confusing

• “Nebulous” nature • ROI Measurement • Online 24/7 (weekends do count now)

Big Questions: – Where and how do companies influence

conversations? – What are “real” reviews, “paid” reviews, & “fake”

reviews?

Gatorade Mission Control @ Pepsi Co.

Photo: Fast Company

Monitors include visualization of tweets that are relevant to

Gatorade: brand, competitors, athletes, sports nutrition and sentiment analysis of blogs.

Reported an increased engagement by 250% and reduced exit rate from

25% to 9%.

Uses Facebook to engage customers and answer questions. Creates cover

photos for fans’ profiles.

Other social media command centers: Cisco, National Australia

Bank, Clemson University, Dell Computers, American Red Cross.

The Pioneer of Social Command Centers

Source: McKinsey Quarterly

Brand Positioning• Interactions with

customers directly changes brand positioning

• Example: Ford Escape & New Girl- “Winston’s new car is

a Ford Escape he has nicknamed the “Foscapé”

- “Escape My Life” video campaign

Testing a Campaign

• Creating hypotheses & benchmarks makes social media analysis more tangible to stakeholders.

• Testing campaigns with a variable factor (in the McKinsey example, different levels of funding money) can help prove the worth of a campaign.

• Finding the key metric you want to increase, ex. creating “buzz”, increase search traffic, or negating negative word of mouth defines an actionable and measurable goal.

Example: Old Spice Guy(2010 Emmy Winner + Super Bowl)

Firm: Wieden + Kennedy

Goal: boost brand awareness by driving Web traffic to content about existing products and services

Result: millions of hits across all platforms (now 46 million just on this video), and year-on-year sales for the company’s products jumped by 27 percent within six months

McKinsey Conclusion

• Creating a bond between the company and the consumer is the endgame.

• Social media is a mega phone and can amplify every message sent out on a global scale.

• Participation is key to a two-way relationship. • Social Media can touch consumers at every

stage and be a part of everyday life, or not.

Facebook Profiles & Pages Class goal = To take you from personal social media use to professional social

media use.

This means: Yes, you can still have a personal

Facebook page, it doesn’t have to be a resume, it can still be your space.

Just lock it down.

We’ll be managing a class page, and effectively creating buzz about ourselves.

Soon, you’ll be managing pages for companies – your own company, someone

else’s company or organization.

Social Networks = Social Places

• Our perception of the Web is spatial:– “cyberspace”, Web “sites”, “home” page

• Your connections are your social network, the sites are not your social network.

• People prefer to keep their networks separate. There is a difference in the spaces and who is there, why they are interacting, and how they interact with you.

Source: Panayotis Vryonis http://medium.com/how-to-use-the-internet/e74ca8d8c3cb

Facebook v. LinkedIn

Not Just LinkedIn Anymore…

Facebook

• Launched Feb. 2004 • Founded by Mark

Zuckerberg with his college roommates

• 1.06 billion monthly active users (MAU) as of December 31, 2012

Source: CNet News

Facebook Pages I Like Right Now

20 Best Company Facebook PagesInc. Magazine

The Top Facebook Pages: • Steve Spangler Science• Bare Essentials• Bonobos• Brendan's Irish Pub• Burt's Bees• Candles Off Main• Clarisonic• Community Coffee• eCycler• Fresh Brothers• Johnny Cupcakes• Mabel’s Labels• Old Spice• Red Mango• Skullcandy• SmartPak• Stella & Dot• Threadless• Tiny Prints• Zappos

Source: Inc. Magazine

What’s the Point?

• Who is the target audience? • What are these pages trying to accomplish? • When is content being posted? • Where are they posting it (newsfeed, about,

timeline, apps in Facebook)? • Why are they posting this type of content? • How are they interacting with consumers?

Pinterest“[Pinterest is] Some buzzy new social media site that I keep hearing about

but don’t have time to figure out.”

Source: Forbes Magazine, TechCrunch, Hitwise DataImage: InkHouse

Social image bookmarking system

Founded by Ben Silbermann, Paul Sciarra, & Evan Sharp

December 2011: Pinterest becomes 1 of the top 10 largest social networking services, 11 million total visits per week. Drove more referral traffic to retailers than LinkedIn, YouTube, and Google+

Businesses can have a “virtual storefront” page

Personal Pinterest Homepages

How I Use PinterestRight now, through Castle Sands, I create boards to share with other Pinterest users.

- Gains new interest and leads for my clients.

- If someone repins or likes an image, I know it is a favorable image that I will use with other media.

Pinterest for BusinessNordstrom’s Pinterest

Page

4.5 Million followers as of 8/26/13

“Shoe Lust” 332 pins (8/26/13) of shoes that can be bought

on the website, images from blogging

community, and quotes about shoes

that get re-pinned and linked back to

Nordstrom by followers.

Our Pinterest PageMy Prediction: Pinterest to gather info for university classes will be on the rise, very soon.

Our goal: Add all the students to the Pinterest page to get you actively pinning to the board to use as a resource now and when the class is over.

Connect others on the social web to our class and to our interests.

Twitter

Twitter for Companies

Questions?