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Introduction to Social Media - Sept 2015Shelley SimpsonSmall & Mighty MarketingVice PresidentSocial Media Club Hawaii (#SMCHI)@shelleysimpson7smallandmightymarketing.com

Amanda TompkinsActiv808President Social Media Club Hawaii (#SMCHI)@smilestompkinsactiv808.com

Who Are You?

1. Name2. Organization/business3. Level of social media understanding

(small, medium or large)4. Favorite restaurant in Honolulu

We want to make this presentation relevant to you

Understand...1. What Social Media is2. What the most popular social platforms are3. Who’s using each platform4. Which platforms are the best for your business

Objectives

Raise your hand at any time with a question or comment

Social networks are dynamic.

They ebb, flow, morph and disappear(only to reappear)

Data Never Sleeps

What IS Social Media?Social MediaOnline communication channels dedicated to community-based input, interaction, content-sharing and collaboration.Examples: Websites and apps dedicated to forums, microblogging, social networking , social bookmarking, social curation, and wikis.

PlatformsThe environments which enable social media.Examples: Facebook, Twitter, Instagram, Blogger, YouTube, Periscope, Linked In

EngagementAny interaction on a digital platform.Examples: Clicks, comments, “sharing” a post

Hashtag#preceding a word or phrase. Helps with search, context and saves space

Social media dictionary

Why Social Media?● Social media helps you reach your target audiences more effectively.

● It actually helps you find new customers and expand your audience

● You can receive feedback from your customers

● Use it to monitor and get ahead of your competitors

● Increase web traffic and search engine optimization (SEO)

● Create meaningful relationships with customers

What’s the BIG Deal?

● Customer Service● Humanizes Your Brand. People like doing

business with people, not companies.● Better Search Engine Ranking● More Opportunities to Convert Customers

What’s the BIG Deal?

How Can It Help Your Business?

*August 2015: Facebook has a billion users in a single day, says Mark Zuckerberg, http://www.bbc.com/news/world-us-canada-34082393

Facebook is THE most popular social network worldwideOver 1 Billion users a day

Users are looking for:● Customer Service● Community Engagement● Organization/Business Legitimacy

PlatformDemographics

Best Times to Post

Best Kinds of Posts

Insights>Posts

Videos, pictures, links to website, information,

*August 2015: Facebook has a billion users in a single day, says Mark Zuckerberg, http://www.bbc.com/news/world-us-canada-34082393

Over 300 million users, “IG” has overtaken Facebook & Twitter as the network with the largest population of younger users.

Users are looking for:● Compelling/unique images● Popular hashtags● ???

Platform Demographics

● 316 Million users/month● 500 Million tweets/day● 80% users on mobile

Users are looking for:● Instant info/access● Engagement● “Behind the Scenes”

Platform Demographics

140 Characters = Forced to get to the point quickly, paring the facts down to their core essence.

Live feed = particularly effective for events, breaking news, entertainment and anything happening in real time.

Full of “interesting people” that you can access at any time - no following or friending necessary

Good for tracking trends - If something is going viral, it’s getting shared on Twitter (#hashtags)

One of the quickest and easiest ways to contact a company to get instant customer service.

You can do a lot with 140 characters

Users are looking for:● “How To” Videos● Video “answers” to

questions● News● Cat Videos

Platform Demographics

● YouTube reaches more 18-34 US citizens, than any cable network

● 20% of users get their news from YouTube (1 out of 5)

● 7 out of 10 users come from outside the US

YouTube is the 2nd largest Search Engine (behind Google)

● Over 400 Million snaps are shared each day

Users are looking for:● Compelling images● Popular hashtags● ?

Platform Demographics

Users are looking for:● Expertise on business topics● Networking-How am I connected to You?● Jobs● Leads

Platform Demographics

● Largest professional network with over 380 million users

● 2 new members per second● One of the richest library of answers

to common job/interview/resume questions.

Users are looking for:● Solutions - parties, diy, how to● Inspiration: “My future wedding,” “My

future house.”● Compelling images: locations,

dresses, designs, architecture● Millennials want to “share their

interests/lifestyle with others.”

Platform Demographics

● 100 Million users (as of Thursday)

● 1 Billion “Boards” created, 50 Billion “pins”

● Most engaged retail brand: Nordstrom

Users are looking for:● Directions, hours, menus, contact info● Insight: should I try this place? Is it worth the drive?● Options● Inside tips on when to go, what to order, etc...

Platform Demographics

● Average of 142 Million unique visitors/month

● 37% of reviewers are 35-54 yrs old● 26, 380 reviews posted PER MINUTE● Most reviews are written on Monday● Top 5 food items searched for on Yelp:

Sushi, pizza, ice cream, pho, taco

Don’t be afraid of Yelp

Why use it…● SEO● Integration w/Google Maps, puts your business, literally, on the map● Google Hangouts stay live

Platform Demographics

Google LOVES Google

540 Million users

Social Media Game

with doughnuts!

They’ve gotten us all addicted and accustomed to getting engagement for free, that we now have to pay for the same “high.”

Facebook is now a “pay to play” platform.

Individuals & companies have to invest money for people to see posts.

Free posts = Shown only to approx 5-10% of your followers

FB has pulled the “Drug Dealer,” trick:

“First One’s Free”

Example of a $10 “boosted post”James Girard Bodyworks, Feb 4th

Example of a Facebook Ad

Feminist Tinder

Eden in Love

● App/mobile only. You can see IG on a desktop, but you can’t post.

● Similar to Twitter: People have handles and you can choose to follow them or not

● Millennials use IG more than FB

● #Hashtags are very important

● IG photos are “geo tagged.” Location is encoded into every photo when uploaded. Can search for photos uploaded in your area.

● Only recently been given the ability to “schedule” posts

PinterestA digital scrapbook, a social bookmarking site and a visual search engine.

● Pinners buy: With every image linked back to the original website, it is a powerful driver of referral traffic

● Industries that do well: photographers, restaurants, (food porn), retail, [add one more?]

● Highly sharable

Example: Shelley’s Pinterest Boards Example: Greatist

Pinterest: Very pretty, highly addictive

1. What platform is your target market active on?

2. Is that platform a right “fit” for you? Can it meet your unique needs of your marketing, social, and customer care teams?

Which Platform is Right for You?

Not everyone cares about your business. Only your “TRIBE” does

In-Bound ContentTraditional marketing and advertising is telling the world you’re a rock star.

Content Marketing is showing the world that you are one.

Formal Definition: Creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined target audience – with the objective of driving profitable customer action.

Less Formal Definition: A marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.

Source: Content Marketing Institute, contentmarketinginstitute.com/2012/06/content-marketing-definition

Examples of: In-Bound ContentCreate content your target market is searching for. Drive them to your website. Wow them with your expertise.

Example: Search terms: “Lesbian Dating Steps to Dating”

http://littlegaybook.com/lesbian-dating-6-steps-start-dating-again-breakup/

Example: Search terms: “What is an Onliness Statement?”http://smallandmightymarketing.com/blog/onliness-statement

Examples of: In-Bound Content

Pinterest: http://www.pinterest.com/woodysimpson

Facebook: CV Construction Hawaiihttps://www.facebook.com/pages/CV-Construction-LLC/163136660407357

Strategy….

Content Calendar

Content Calendar

Pew Research Center: Social Media Study (January 2015)http://www.pewinternet.org/files/2015/01/PI_SocialMediaUpdate20144.pdf

Sprout Social: Social Media Demographics for Marketershttp://sproutsocial.com/insights/new-social-media-demographics/

CodeFuel: Social Media Demographics, 2014 and 2015http://www.codefuel.com/blog/social-media-demographics-for-2014-and-2015/

By the numbers: 60+ Interesting Pinterest Pin & Board Statisticshttp://expandedramblings.com/index.php/pinterest-pin-and-board-statistics/

Entrepreneur Magazine: Topic: Pinteresthttp://www.entrepreneur.com/topic/pinterest

Sources/Resources7 Reasons Why You Should Be Using Twitterhttp://www.makeuseof.com/tag/7-reasons-why-you-should-be-using-twitter/

Pinterest Hits 100 Million Usershttp://fortune.com/2015/09/17/pinterest-hits-100-million-users/

Cheers to 10 years of Yelp!http://officialblog.yelp.com/2014/08/cheers-to-10-years-of-yelp-.html

Let’s Talk About Why Your Brand Should be Active on Google+http://sproutsocial.com/insights/why-your-brand-active-google/

How to Use LInkedIn for Businesshttp://cdn2.hubspot.net/hub/53/file-13204711-pdf/docs/linkedin.for.business.pdf

For further reading...