social media basics
TRANSCRIPT
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
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
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
