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Mastering Social MediaAlyssa GardinaWeber Shandwick
PART ONEGETTING TO KNOW YOU
FIRST…A SHOW OF HANDS• Twitter?• Facebook?• Blogging?• Anything else?
WHAT WE’LL COVER
• Social media 101• Key social networks• Brands on social media• Crisis communications• Measuring ROI• Resources
PART TWOSOCIAL MEDIA 101
is transforming the way we communicate
the old model– we broadcast, you listen
the new model– listen first.– dialogue is at the core of the
consumer / brand relationship
social media
6
of adults use social media regularly
social media use has increased
in the US since 2006356%91%
Every minute of the day:• 100,000 tweets are sent• 684,478 pieces of content are shared on
Facebook• 2 million search queries are made on Google• 48 hours of video are uploaded to YouTube• 47,000 apps are downloaded from the App
Store• 3,600 photos are shared on Instagram• 571 websites are created• $272,000 is spent by consumers online
Consumers are connecting with brands via social channels
of users on social networks are connected
to brands
55% of users prefer to
connect with brands through
80% of users are
more likely to recommend a
brand they follow
79%
FACEBOOKFacebook is the #1 global
social networking platform with over 1 billion active
members
Facebook’s platform connects users through a real-time
newsfeed to view company and user
updates and sharing capabilities for posts,
photos and videos.
TWITTERTwitter is a micro-blog that allows users to make condensed messages made up of 140 characters or less to other users. The network currently has over 200 million monthly active users.
Twitter’s platform allows users to share links, pictures, videos and news.
YOUTUBEYouTube is world’s most popular video sharing service, with over 2.9
trillion minutes of video uploaded last year.
YouTube’s media sharing platform allows users to
upload their own content and view, share and
comment on other users’ videos.
FLICKRFlickr is an online photo management and sharing service with over 75 million users worldwide.
Flickr’s platform allows users to publish and organize their photos and video, and share this content with friends, family and other social networks.
BLOGSBlogs are sites consisting of
posts (or entries) displayed in reverse
chronological order. There are an estimated 31
million bloggers in the U.S. alone.
Blogs can be maintained by one author or by a group.
Users can read blog content, subscribe to
updates, comment on posts and share links with
their social networks.
GOOGLE+Google+ is a social networking service from Google, which currently has 135 million active users around the world.
Google+’s platform allows users to segment their network connections into groups called Circles, video chat with friends and family via Hangouts and share photos, videos and links.
PINTERESTPinterest is a virtual
pinboard, where users can organize and share links and photos from across the web. Pinterest currently has over 25 million users.
Pinterest’s platform allows users to post Pins, which include a photo and a link to another website. Users can also like, comment and share Pins posted by other users.
INSTAGRAMInstagram is an online photo-sharing and editing service with over 90 million active users posting 40 million photos a day.
Instagram allows users to upload or take a photo with their smartphone or tablet, apply filters to it and share it with their social networks and friends.
FOURSQUAREFoursquare is a location-
based social networking service that allows users to “check-in” at locations with their mobile device. The service has over 30 million users, who have checked in over 3 billion times.
Foursquare’s platform allows users to share their locations, earn points for each check-in and unlock rewards, such as badges and specials.
FORUMSForums, or online discussion boards, were the first form of social media. Over 300 million Internet users access forums each month.
Forums allow users to hold conversations with posted messages, which are organized into threads.
PART THREEBRANDS AND SOCIAL MEDIA
Listen Broadcast
Engage Share Promotions
Build a Base Handle Crises
Listen
Broadcast
Engage
Share Promotions
Build a Base
Handle Crises
PART FOURCRISIS COMMUNICATIONS
WHAT NOT TO DO
WHAT NOT TO DO
WHAT NOT TO DO
WHAT NOT TO DO
WHAT NOT TO DO
WHAT TO DO• Be prepared• Take a deep
breath• Use common
sense• Play as a team• Be transparent• Stay on message
WHAT TO DO
WHAT TO DO
WHAT TO DO
WHAT TO DO
PART FIVEMEASURING ROI
KEY METRICS• Engagement
• Likes• Comments• Replies• Favorites
• Audience• Likes• Followers• Circlers• Subscribers
• Referral traffic
ENGAGEMENT
AUDIENCE
REFERRAL TRAFFIC
PART THREERESOURCES AND GETTING STARTED
RESOURCES• Facebook for Business• Twitter for Business• Blogs:
• Mashable• TechCrunch• ReadWriteWeb• Social Media Explorer
GETTING STARTED• Listen up • Choose wisely• Prepare the basics:
• Branding• Content ideas• Who owns it?
CONTACT ME
Alyssa [email protected]@agardina