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Social Media 101: Choosing Your Social Media ToolsOctober 15, 2013
Presenter: Debra Askanase
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About the presenter Debra Askanase
• Master text styles– Second level
• Third level– Fourth level
» Fifth level
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Former nonprofit executive director, manager, business consultant
Little know fact:I was the first ED of Hyde/Jackson Square Main Streets
Digital Engagement Strategist
AgendaWhat is social media?
– Definition– Categories– Uses
Who uses what?– Demographics of social network users
Primary social media channels – Facebook, Twitter, Blogging, LinkedIn, Yelp
Up and coming social media channels – Pinterest, Instagram, Tumblr, short-form video
Which should I choose?
Wrap-up and takeaways
Workshop takeaways
• An understanding of what social media is, and is not• A working knowledge of the popular social media
channels and tools• A map for selecting the right tools to support your
business strategy
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What Is Social Media?
Your website isn’t just your URL
It’s your entire Social Web
Website
“…highly interactive platforms through which individuals and communities share, co-create,
discuss, and modify user-generated content.”
-Wikipedia, social media definition
http://www.flickr.com/photos/49601347@N00/934211103/
A platform for multi-person conversation
http://www.flickr.com/photos/eelssej_/524781662/
Organic and emergent
http://www.flickr.com/photos/44315708@N00/248975018/
Includes viral elements
12http://simplify360.com/blog/building-business-on-customer-experience-through-social-media/
Traditional vs. social communication
Traditional Social
Broadcast (1-way) messaging Messaging is conversational and value-added
Obscure activity Transparent activity
Acts as an island Engages, and builds relationships, 2-way communication
Focuses on materials, collateral, earned media, email
Understands the power of social + email + website, powered by content
Customer service top-down Customers feedback is welcome and invited
It’s really about conversations
Select your best platform
BlogMicro
Blogging
Image Sharing
Video Sharing
PodcastWiki
Social Networks
Forum
Ratings
Social bookmark
ing
10 Tips for succeeding with social
1. Content matters. Fresh and valuable content matters most.2. Know where your audience is, and prioritize. 3. If you’re not conversing, you’re not using social media
properly. 4. Understand why your customer wants to talk with you. 5. Understand the cultures of your social media channels.6. Sharing is everything. Share 110% of the time.7. It’s not about you, it’s about your network.8. Listen. Not just once but constantly.9. Participate and be yourself.10. Practice abundance thinking >> include, share, amplify.
The Social Media Funnel
Who Uses What?
Demographics, social media channel use, trends
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If time spent on the internet was distilled into 24 hrs27 percent of it would be spent on social networking and forums
http://press.experian.com/United-States/Press-Release/experian-marketing-services-reveals-27-percent-of-time-spent-online-is-on-social-networking.aspx
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Facebook Friendships Worldwide 9.24.13
http://www.flickr.com/photos/35375520@N07/3702507860/
What dominates?
ImagesVideoShareable content
22http://blog.nielsen.com/nielsenwire/social/2012/
23http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf
Largest use demographic: HispanicLargest age demographic: 18-29Urban/suburban: about equalEducation level: High school +Income: all about equal
24http://www.emarketer.com/Article/Google-Trumps-Twitter-Earning-Second-Place-Total-US-Social-Account-Holders/1009937
US social network demographic breakdown
Ages 18 - 29 Urban Top US social networks
Tumblr Twitter Facebook
Twitter Instagram Twitter
Instagram Facebook LinkedIn
On the rise
Pinterest Instagram Tumblr Google +
26http://www.pewhispanic.org/2013/03/07/vi-social-networking/
27http://mashable.com/2013/08/16/teens-social-media-chart/
Social Media Channels for Business
Facebook, Twitter, Blogging, LinkedIn, and Yelp
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29 https://dl.dropboxusercontent.com/u/3503218/Flipping-Books/Wave7/index.html#1/z
201320122011
Where you don’t always know everyone very well, but they all want to be there.
Good for personalizing content, networking, and interacting directly with stakeholders on your page, or personally through an individual account.
Best used for individuals to share information, connect, and exchange ideas. Participate in the newsfeed or groups.
The best parts are the hallway conversations.
Everyone wants to talk. Find a tribe, hang out in the corner with them.
Great for connecting with individuals, finding those with similar interests, and sharing.
The Professional Conference The Neighborhood Diner The Block Party
You rely on it for your most relevant news and content.
Great for establishing credibility, thought leadership, thought community. Highly recommended for SEO value.
Use it to promote the business through advertising, specials, and connect deeply with fans. Positive reviews are like gold.
Everyone has an opinion about you, and they’re not afraid to tell others.
The Football Viewing Party The Specialty Magazine
It’s about the conversation and value-added content, not
broadcasting
34Facebook comparisons
Using Facebook for business
• Connect, converse with customers and potential customers – get real.
• Offer specials and loyalty moments• Create discussion around their interests• Crowdsource ideas for your business
• Deepen fan loyalty
• Provide customer service
• Advertise and find new fans• Run events
Facebook Page Pros & ConsPros
Basic setup is easy
Little or no out-of-pocket cost
Works well for multi-media (video, photos)
Great sharing capabilities
Moderate time commitment
Advertising platform allows easy targeting
Measurement tools included
Cons
Not owned, but rented, space
Advanced setup more complex
Difficult to have content seen by everyone
More consumer than B2B
Takes additional apps to run promos/coupons/contests
No immediate access to customer data
Community members can turn negative
Facebook’s newsfeed algorhithm
http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/
How often should you post?
Facebook contests
https://www.facebook.com/manofsteel
It’s about RELATIONSHIPS, not broadcasting
46 https://dl.dropboxusercontent.com/u/3503218/Flipping-Books/Wave7/index.html#1/z
Twitter Pros & Cons
Pros
Super easy setup
No tech involved
Great for media outreach
Good platform for coupons/promos
Great for local business
Little or no out-of-pocket cost
Easily measured
Drives traffic to your site or blog
Cons
Daily commitment
Can eat up time
Limited user pool vs. Facebook/blogs
Not owned, but rented space
Lots of spammers to avoid
Using Twitter for business
• Connect, converse with customers and potential customers – be extremely generous with your tweets
• Participate in a Twitter chat, use industry hashtags• Tweet out specials, inventory, and loyalty moments• Crowdsource ideas for your business
• Identify “superfans” of your business
• Provide customer service
• Advertise• Become an authority in a topical area (especially if a
service business)• Great for crisis management situations
@AmysIceCreams
Twitter generosity
Coke Twitter contest: cause marketing
http://socialmediatoday.com/bryannagy/1211641/coca-cola-s-twitter-contest-heart-truth
Twitter @redsox ticket scavenger hunt
Pro Tip: Use a third-party app to manage Twitter, such as Tweetdeck or Hootsuite
• Manage the noise
• Schedule tweets• Cross-schedule to other sites• View Klout scores• Focus on conversations and topics
• Follow hashtags
Tweetdeck (or use another – like Hootsuite)
Blogs
Using blogs for business
• Share relevant news and information about your business & industry.
• Talk with customers through the blog • Tell your story• Great for reputation/crisis management
• Drive people to specific places on the website
• Become an authority in a topical area (especially if a service business)
• Involve your staff in blogging, even your wider community
Blogging Pros & ConsPros
Great for getting found online
Best way to establish credibility, authority, and trust
Readers can subscribe and automatically get updates
You own the space
You can control the site with minimal technical skill
Your articles get published whenever you want with no gatekeeper
Blogging can be personally rewarding
Cons
Basic set-up requires some technical skill
Customized set-up requires technical and design resources
Customized set-up can cost $1,500-$5,000
Requires planning
Requires significant time commitment
Requires good communication skills and comfort with writing
238 million members
Linkedin is all about utilizing connections
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• Degrees of connection (get introduced)• Groups (allow all to connect with you)• Inmail (Send Linkedin message to someone you don’t know)
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LinkedIn comparisons
Using LinkedIn for business
• Define yourself: your brand, bio, experience, keywords, industry• Join groups and share expertise, connect and contribute• Feed your blog, presentations, into your LinkedIn profile• Post updates at least weekly, comment on others’• Intelligent searching for people, jobs, companies, industry news,
answers
• Endorse others, and get endorsed as well as recommended
• Become an authority in a topical area (especially if a service business)
• Strengthen relationships with contacts, connect with everyone you meet
LinkedIn Pros & Cons
Pros
Highly visible by search engines
Feature-rich search
Used by senior executives
Internationally focused
Unmatched recommendations algorithm
News feed is more focused & relative compared to other sites
Cons
Most interaction occurs within your personal profile, not your company profile
Engagement within news feeds is difficult to achieve
Functionality is more complicated and not as user-friendly, compared to other networking sites
Not as much time spent on LinkedIn by members
6 things you can do to optimize your profile
1. Complete profile to 100%2. Optimize it for Linkedin search3. Obtain 50 connections, ideally >1004. Ask for five recommendations5. Add volunteer, board, author experience6. Feed blog and presentations into your profile
Pro tip: Connect with who’s viewed your profile
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6 things you can do to optimize your company page
1. Complete page description 2. Add an engaging banner photo3. Ask for recommendations4. Add products and services section5. Post weekly updates6. Target your updates
http://marketing.linkedin.com/company-pages/
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100 million monthly unique users
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It’s about customer service, not broadcasting
Local search drives geosocial marketing
97 percent of consumers search for local businesses online
73 percent of all online activity is related to local content, according to data released by Google
http://www.inc.com/guides/201106/how-to-use-google-places-to-market-your-business.html – Feb 2012
23 percent of all adults have used a location-based service to get directions and recommendations
Last stat: http://gigaom.com/2011/09/06/check-in-services-still-struggling-to-win-over-consumers/
Online reviews heavily affect purchase decisions
http://www.marketingcharts.com/interactive/most-consumers-read-and-rely-on-online-reviews-companies-must-adjust-2234/deloitte-consumer-review-purchase-influencejpg/
Using Yelp for business
• Define yourself: your brand, products/services, keywords, industry, location
• Ask for reviews – especially good ones!• Use it for customer service, respond to each comment• Add events • Offer specials
• Reach out to Elite Yelpers (nicely)• Become part of the community – write reviews yourself
• Strengthen relationships and connect through Yelp
Yelp Features
• Deals• Tips and Reviews• Find locations and places you want• Great for services as well
• Respond to reviews
• Check-in
• Photos• Search• Local events
What Yelpers see
Create events to gather buzz
What’s Next?
Instagram, Pinterest, short-form video, Tumblr
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It’s about sharing stories, not selfies
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It’s about offering value, not selling
Vine
It’s a peek into what makes your company tick, and your customers
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Tumblr
It’s about storytelling, not promotions
Which should I choose?
Figuring out the right fit for your business
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Select your best platform
BlogMicro
Blogging
Image Sharing
Video Sharing
PodcastWiki
Social Networks
Forum
Ratings
Social bookmark
ing
Business survey: Weekly time commitment
86http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/
Time and social media channels used
http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/
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http://visual.ly/how-much-time-money-do-smbs-spend-social-media
http://visual.ly/how-much-time-money-do-smbs-spend-social-media
http://visual.ly/how-much-time-money-do-smbs-spend-social-media
http://communityorganizer20.com/2011/07/01/social-media-decision-trees-when-to-dive-deeper/
What are your next action steps?Which channels will you choose?
http://www.flickr.com/photos/21460573@N08/4571657460/
Thank you!
Email: [email protected]: communityorganizer20.comBlog: http://communityorganizer20.comLinkedin: linked.com/in/debraaskanaseTwitter: @askDebraOther slides: slideshare.net/debaskTelephone: (617) 682-2977
