social media overview: june 2014
TRANSCRIPT
noun
noun: social media; plural noun: social medias
Websites and applications that enable users to create and
share content or to participate in social networking.
The social interaction among people in which they
create, share or exchange information and ideas in virtual
communities and networks.
so·cial me·di·a
Improved social signals
Company branding
Improved brand awareness
Word-of-mouth advertising
Enhanced SEO
Increased customer loyalty and trust
Demonstrated authority
Improved audience reach and influence
Benefits of Social Media
A survey of 3,800 marketers indicated that the top three benefits of social media are:
Generating business exposure
Increasing traffic
Providing marketplace insight
Benefits of Social Media
85% 69% 65%
Relationships The relationships built with customers are the
foundations upon which other aspects of business will flourish, leading to advocacy and loyalty.
Feedback Incorporating social listening into product
development work can act as an early warning system, save on customer service costs, provide valuable development feedback, and even help identify ideal beta testers without much expense.
Integration Branding benefits from additional customer
touchpoints, PR sees a lift in impressions and reach, and customer service can proactively listen and activate where necessary.
Uses of Social Media
Learn and improve Try to make your customers’ lives better with help
fully utilizing your product (feature education, etc.), or by offering assistance. This builds authority, drives connections, and increases engagement.
Explore and discover Customers want to get creative and find new ways
to use your product. These relationships will breed ideation and community.
Question and answer A key part of customer support. Anywhere from
a detailed forum thread on resolving a technical issue to a simple question and answer on how a feature works. Your main goal is to drive answers.
It’s not just marketing
Adjacent content Items tangentially relevant to your business or
involving common interests of your audience.
Tips and tricks Share content that will make your customers’ lives
easier (bonus points for tips and tricks that help them use your products or services).
Responses These aren’t necessarily on your own pages; post
externally and reply to posts from others. A good way to get your account and brand more visibility.
Created content From images to blog posts, creating your own
original content is the most labor-intensive but can have the biggest payoff.
Types of posts
According to Nonprofit Tech For Good, below is an estimate of how much time social media requires, not including the time necessary for managing a website or email communications.Facebook (4 hours): To post and schedule status updates four to six times weekly, respond to messages and comments, and monitor insights.
Twitter (4 hours): To tweet and retweet an average of four times daily, to respond to messages and mentions, to organize followers into lists, and to strategically follow others.
Google+ (4 hours): To share updates three to four times weekly, +1 the posts of others, and participate in Google+ Communities.
LinkedIn (4 hours): To share two to three posts weekly, maintain your personal profile, and participate in LinkedIn Groups.
Blogging (4 hours): To write an average of two short posts weekly which includes the time necessary to find, edit, and insert photos and integrate video.
YouTube (1 hour weekly): To upload video, create playlists, subscribe to other channels, and study the video campaigns of other nonprofits. Does not include the creation of content.
Pinterest (3 hour weekly): To pin or repin images twice daily and maintain your boards.
Instagram (3 hours weekly): To share one to two images or videos daily and like the photos of others.
Tumblr (3 hours weekly): To post or reblog one to two times daily and like the posts of others.
Misc. activities (4 hours weekly): To create Facebook invitations, promote and host quarterly tweet chats and Google+ Hangouts, report live, and participate in awareness day campaigns.
Create graphics and visual content (3 hours weekly): To design branded images, infographics, video, online presentations, and social network banners.
Research (2 hours weekly): To investigate trends in nonprofit technology and monitor breaking news and current affairs.
Feedback (1 hour weekly): To track and report on success.
A Serious Investment
An Average CommitmentIn a 2013 survey of over 500 small business owners, 25% spend 6–10 hours per week on social media.
43%
6 or more hours per week
6-10 hours per week
11-20 hours per week
21 or more hours per week
25% 11% 7%
• Ask your suppliers, key contacts and locations to like, tweet, and +1 our social media pages.
• Consider participating via your own social media accounts.
• Provide quick updates on your programs throughout the month in addition to longer newsletter items.
• Remind our users and location administrators that they can connect and ask questions via social media
How You Can Help
72% of all Internet users are now active on social media
56% of Americans have a profile on a social networking site
71% of users access social media from a mobile device
Social Media Overall
65+18—29
89%
30—49
72%
50—60
60%43%
Facebook now has over 1.19 billion users
23% login at least 5 times daily55% female, 45% male
45% of U.S. seniors who use the Internet are on Facebook
Americans spend 16% of each online hour on Facebook
70% of marketers acquire new customers through Facebook
550 million registered users, 215 million active monthly
400 million tweets sent per day
55% female, 45% male
70% have at least some college education
34% of marketers use Twitter to successfully generate leads
Fastest growing network: 44% growth from 2012-2013
1 billion Google+ accounts
359 million monthly active users
Google+ is growing at 33% each year70% male, 30% female
Mostly students, developers, engineers, photographers
56% growth in 45—54 age bracket since 2012
Google +
VideoWide age range (18-54)
800 million unique visitors/month
NetworkingOver 200 million members
World’s largest professional network in 200 countries and territories
ImagesFast growing
140.5 million members
20 million monthly active users
Other Popular Sites
Interacting on Facebook
GroupsUser-created with varying levels of privacy and security, much like individual profiles. Users canorganize groups around any topic or event they like. Variety is limited only by interest.
Business PagesA business presence on Facebook. May be shared across multiple “managers.” The feature set is ever-evolving and changing. Allows features like analytics reporting, security, access, and advertising.
EventsAllow users to organize events. Security allows for public, private, and somewhere-in-between events. Baked-in ability to export Facebook events to other calendars.
MessengerCombines email, instant messenger, and Facebook messages. A stand-alone app on mobile devices, but it also integrates across the Facebook app and web experiences.
LINK: A Beginner’s Guide to Managing a Facebook Page >>
Content: Consider every post an opportunity for increased
engagement. Stay on-brand but show your human side.
Post timing: Learn when your demographic is online and
post interesting content when they’re most active.
Moderation: Monitor user-generated posts without
censorship but with a sensitive eye to spam and abuse.
Engagement: Interact with fans on a personal level, use
language and phrasing that speaks to them.
Credibility: Fact-checking, verifying sources, and correct
spelling and grammar.
Facebook Success
Interacting on Twitter
FollowingTo follow someone on Twitter is to subscribe to their Tweets or updates on the site. Their updates will appear in reverse chronological order on your home tab. This is not (necessarily) mutual.
ListsCurated groups of other Twitter users. Used to group Twitter users into categories for easier reading, may be made publicly available or kept private.
HashtagsThe # symbol is used to mark keywords or topics. Use the hashtag symbol # before a relevant keyword or phrase (no spaces) to categorize Tweets and help them show more easily in Twitter Search.
Direct MessagesA private message sent via Twitter to one of your followers. You can only send a direct message to a user who is following you; you can only receive direct messages from users you follow.
LINK: The Beginner’s Guide to Twitter >>
Voice: Consistency of voice is important to build trust and
confidence.
Branding: A representative profile name, page, and images
are critical. Think of these fields as your “first impression.”
Relevance: Streams that constantly push promotional
messaging get old very fast. Say more than “buy me!”
Value: Every tweet you send should add value in some way.
If you were a follower, what would you want to see?
Responsiveness: Respond quickly! Not just to problems or
questions, but also to converse via hashtags or just say “hi.”
Twitter Success
Interacting on Google +
CirclesOrganize the people you know in real life. Circles make it easy for you to share with just the right people. Posts can be entirely public, shared with one or more circles, or sent to individuals.
CommunitiesCommunities give each of your different groups a home base. These are public or private groups of people, like a circle with its own home page and shared interest. Users can invite friends.
PagesA profile for a business or organization. Puts your business info on Search, Maps and Google+ so that customers can find you, no matter what device they’re using. Similar to “regular” profiles.
HangoutsCan be a group text message, conference call or shared video. Hangouts can “hold” up to 10 people, and Hangouts On Air can broadcast live streaming, interactive conversations via YouTube.
LINK: Google My Business >>
Community: Gather your key contacts into a “community” so
everyone can interact, ask questions and get feedback.
Branding: Your community is tied to your brand page, so
utilize that connection to cross-promote.
Authorship: Google + lets you implement publisher status
for your brand and site, and authorship for individuals
Images: Great for professional images, G+ rewards both
professional and “home-grown” imagery alike.
Interactivity: Embed a clickable “call to action” using visual
markup to include signup, download, and other links.
Google + Success
People: Be where your people are. Find out where your
customers already have accounts, and be present there.
Branding: Keep your branding consistent across all social
media platforms, while keeping a bit of variety in context.
Images: Use images wherever possible! 67% of people are
more attracted to reading an article with a picture.
Interaction: Join the conversation, respond to questions
and comments and be present as a human, not a robot.
Interaction: Join the conversation, respond to questions
and comments and be present as a human, not a robot.
Success Across All Social Media
