How Social Media Can Help Your Organization

How Social Media Can Help Your Organization

Monday, November 18, 13

If everyone started a Pinterest page would you?

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There is no social media magic bullet.

Social media should be part of your overall communications efforts for greater brand awareness, stakeholder engagement and member recruitment.

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Competition is Fierce

• 30,000 Members

• 45,000 Facebook Fans

• 33,000 Twitter Followers

• 83,000 Slideshare Posts

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• 656,000 Members

• 70,000 Facebook Fans

• 199,000 Twitter Followers

• 1,400 Slideshare Posts


What We’ll Cover Today

1. Just the Facts: Social media by the numbers

2. Harnessing Social Media: How to make it work for you

3. Measuring Success: Resourcing and reporting

4. Questions

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1Just The Facts

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Social Media Is On The Rise...

Between 2005 and today adults in the U.S. who use social media sites has grown from 8% to 72%

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Social Media is Here to Stay

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Facebook

• Facebook will account for 13% of worldwide mobile ad revenue in 2013

• Facebook users share 2.5B pieces of content on the site each day

• 70% of business-to-consumer marketers have acquired a customer through Facebook

Source: Gigya, L2 and Nielsen

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Twitter

• Twitter users send 400M tweets each day

• 50% of technology companies have acquired a customer through Twitter

• 25% of consumers who complain about products on Facebook or Twitter expect a response within 1 hour

• 69% of online business-to-consumer marketers use Twitter, compared to 80% for business-to-business

Source: Nielsen, Hubspot, AMEX Open Forum, Brafton

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LinkedIn

• 43% of US marketers have acquired a customer through LinkedIn

• 61% of social media users primarily use LinkedIn for professional networking

• 60% of LinkedIn users have clicked on an ad on the site

• 51% of online business-to-consumer marketers use LinkedIn, compared to 83% for business-to-business

Source: A Sales Guy Consulting, Lab42, Brafton

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YouTube

• 700 YouTube video links are shared on Twitter every minute • 500 years of YouTube videos are watched on Facebook every day • The equivalent of 100 hours of video is uploaded to YouTube each

minute • Among all social Twitter accounts, YouTube leads with way with 35

million +Source: Relevancy Group, Kleiner Perkins Caufield & Byers, & L2

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http://www.streamsend.com/pdf/The_ROI_of_Video_in_Email_Marketing-StreamSend-The%20RelevancyGroup.pdf

http://www.streamsend.com/pdf/The_ROI_of_Video_in_Email_Marketing-StreamSend-The%20RelevancyGroup.pdf

http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013

http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013

Pinterest

• 90% of US online specialty retailers use Pinterest, up from 81% in 2012

• 83.8% of luxury brands have a presence on Pinterest

• 69% of brands have presences on Pinterest, up 10% from Q4 2012

• 80% of Pinterest users are women

Source: Simply Measured L2

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Google+

• 70% of brands have presences on Google+, up 4% from Q4 2012

• 41% of online B2C marketers use Google+, compared to 39% for B2B

• Facebook's share of social logins dropped from 54% to 49% during 4Q12, while Google’s share increased from 25% to 31%

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Instagram

• Instagram users upload 40M photos to the site each day

• 41% of brands post 1 or more photos per week to their Instagram accounts, up from 34% in Q4 2012

• 59% of brands have presences on Instagram, up 9% from Q4 2012

• 17% of teens say Instagram is the most important social network, up from 12% in 2012

Source: Nielsen, Simply Measured

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What does this ALL mean?!

• Social media is becoming more prevalent in our lives, with more platforms and more opportunities to reach your audiences

• Even while many organizations become more active in social media, you are not in control -- the consumer is driving the bus

• You must provide the right content, in the right format, in the right language at the right time

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2Harnessing Social

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Social Media Impacts All Facets of Business

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Social Media Impacts All Facets of Business

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Is Social Media A Good Fit For Your Organization?

• Not a question of IF, but which platforms work best

• Offers you a chance to stand out among the competition

• If you avoid social media, competitors will capture your audience

• Prospects, clients, members are checking to see if you are on social

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5 Ways You Can Use Social Media

1. Social Listening

• Listen for conversations about your organization, competitors and other topics

2. Social Conversation

• Find, monitor and engage with conversations online

3. Social Marketing

• Launch and run campaigns and promotions

4. Social Analytics

• Measure and analyze your efforts across various platforms

5. Social Influencer

• Identify and engage with influencers who are relevant to your industry

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How to Evaluate Social Media Platforms

Consider business objectives to determine the best platforms for your organization.

Is the objective:

• To increase awareness or stickiness of brand or messaging? Consider platforms with a volume of those within the target audience

• More feedback on services or products before they launch? Consider a platform with easy two-way communication mechanisms

• To reduce customer services operational costs?Consider low-barrier platforms where feedback is probably already being shared

• To increase or change brand perception?

Consider platforms where the brand maintains most of the control of messaging

• To allow users to get more information before making a purchase decision? Consider platforms where feedback and reviews from others are readily available

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How to Leverage Social Media Platforms

Facebook: Great way to display visual content while supporting conversations around a brand or organization (Content Type: photo, video, article, text, links, contests, voting, reviews, groups, custom applications)

Twitter: Provides ability to connect with people and other brands openly in a “flat” environment (Content Type: photo, article, text, links)

YouTube: Brands can showcase products, launch products, interview organizational leaders and influencers (Content Type: video, comments, channels)

Google+: Posts receive higher visibility through Google Search (Content Type: photo, video, article, text)

Instagram: Creatively display photos that showcase products, customers and the faces of employees (Content Type: photo, short video)

Pinterest: Reach large female demographic and showcase brand products or lifestyle surrounding the brand (Content Type: photo)

LinkedIn: Best platform in U.S. for recruiting, networking, thought leadership positioning and job postings (Content Type: article, text, discussion groups)

Slideshare: Solid platform to reach customers and display thought leadership through professionally designed PowerPoint and Keynote presentations (Content Type: photo, article, text, lead generation)

Tumblr: Powerful blogging platform that allows for easy uploading, integration with other social networks and multiple authors (Content Type: photo, article, text, video, animated gif)

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Social Media Best Practices

Identify Customer's Needs: Focus on content your members and customers will value and find supportive to their pain points

Gain Audience Insights: Find an issue connected to your brand and create content so meaningful your audience can't help but share it

Community First, Then Business: Become an active member in key communities to build a bank of trust with audiences and potential members

Partner With Like-Minded Brands: Seek co-promotional partnerships to increase content distribution opportunities and expand reach

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Social Media Best Practices Cont.

Know Which Platforms Fit Content Best: Optimize your posts based on platform best practices, don’t compromise your messaging to “make it fit” - timing, image sizes, call-to-actions, embedded options

Share Your Expertise: Create and publish your content in a sharable way to increase credibility and added reach of current audiences sharing with their own spheres of influence

Be Helpful: Consider how your organization can provide a moment of positivity, productivity or form of value in consumers' lives that go beyond the scope of your product or service

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3Measuring Success

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Resourcing Your Social Media Efforts

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How To Scale Your Social Media Efforts

• Set Goals

• What are you trying to accomplish through social media initiatives?• Setting goals unique to your organization is vital to the right plan

• Be Committed and Consistent

• Make curating content, posting and engaging a habit• Social media is all about building momentum and being consistent to build a loyal

following

• Use Your Time Efficiently

• Having a repeatable process is going to lead to success by reducing distractions and helping to optimize your tactics at scale

• Once you have committed to set time aside to engage and post content for your followers, you can use applications and tools to support your efforts

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Tools for Automation & Reporting

• Social Listening / Social Media Monitoring: Meltwater Buzz, Social Mention, Viral Heat, Sysomos, Shoutlet, Brandwatch

• Social Conversation / Social Engagement: Argyle Social, Spredfast, Sprinklr, Hootsuite

• Social Marketing: Shortstack, Shoutlet, Agora Pulse, Engage Sciences

• Social Analytics: Sprout Social, Simply Measured, Social Bakers

• Social Influencer: Group High, Peek Analytics, Traackr

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Measuring Social Media Success

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4Ques6ons

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Thank You!

Presented by Carol Klimas & Kim HigdonOff Madison Ave

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Technology

How Social Media Can Help Your Organization