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social media, business, mcgill
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What Is Social Media Marketing?
“Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content”
Image credit: Ian Sane
Social media sites are websites that allow for two-way conversations, commenting, connecting or friending other users and sharing media
•Friendster 2002
•Tribe.net, linkedin, myspace 2003
•Facebook 2004
•Youtube 2005
•Twitter 2006
•Social shopping
•Craigslist
•Etsy, polivore
•Social tagging del.icio.us
•Kickstarter
•Microlending kiva
SOCIAL MEDIA | THINGS TO STRIVE FOR |
• BE AUTHENTIC. People can spot a fake from miles away.
• BE CONSISTENT. Commit time and resources necessary to do it well.
• LISTEN + RESPOND. This is a two-way conversation.
• ADD VALUE in relevant ways.
• SHARE stories and pictures.
• BE PATIENT. It takes time to build a network in person. Same thing applies in social media.
marketing + public relations evolved
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10 Billion+ Tweets Sent on Twitter Since 2006
Photo Credit: Rosaura Ochoa Source: Mashable
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2 Billion Videos Are Streamed Each Day On
YouTubePhoto Credit: jonsson Source: Techcrunch
o9191% say consumer reviews are the % say consumer reviews are the #1 aid to buying #1 aid to buying decisionsdecisions - - JC Williams GroupJC Williams Group
o8787% % trust a friend’s recommendation trust a friend’s recommendation over critic’s over critic’s review review - - Marketing SherpaMarketing Sherpa
o33 times more likely to times more likely to trust peer opinions over trust peer opinions over advertising for purchasing decisionsadvertising for purchasing decisions - - Jupiter Research Jupiter Research
o11 word-of-mouth conversation has word-of-mouth conversation has impact of impact of 200 TV ads200 TV ads - - BuzzAgentBuzzAgent
* * Slide courtesy of Digital Influence GroupSlide courtesy of Digital Influence Group
Social media influences peopleSocial media influences people
People are using social mediaPeople are using social media
Social media sites are the fastest-growing category on the Social media sites are the fastest-growing category on the web, doubling their traffic over the last year. web, doubling their traffic over the last year.
o7373% of active online users have % of active online users have read a blogread a blogo4545% have started % have started their own blogtheir own blogo5757% have joined a % have joined a social networksocial networko5555% have uploaded % have uploaded photosphotoso8383% have watched % have watched video clipsvideo clips
Universal McCann’s Comparative Study on Social Media Trends, Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using April 2008. 17,000 respondents from 29 countries, *using internet at least every other dayinternet at least every other day
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Study showed that …− 77% of online shoppers read consumer product
reviews and ratings before making a purchase − $2 Billion of online travel purchases a year are
affected by social media− 24% of online car shoppers have changes their mind
about a vehicles purchase based on social media− 51% of journalists read blogs for story ideas− 28% of top search engine results are social media
sites
Trends of Social MediaJuniper Research
Text
Social media marketing is Social media marketing is growinggrowing
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
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User-generated content (UGC) refers to various kinds of media content that is produced or primarily influenced by end-users; as opposed to traditional media outlets.
Consumer-generated media (CGM) describes word-of-mouth behavior that exists on the Internet. Typically, consumer-generated media encompasses opinions, experiences, advice and commentary about products, brands, companies and services—usually informed by personal experience —that exist in consumer-created postings on Internet discussion boards, forums, Usenet newsgroups and blogs.
Social Media DefinedUser-generated content, Consumer-generated media
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Social Bookmarking is a method for Internet users to store, organize, search, and manage bookmarks of web pages on the Internet with the help of metadata.
Social media optimization is about implementing changes to a site (or blog) so that others can easily link to it, tag it, post a comment to it; and then submit it to social bookmarking sites; making it social media ready!
Social Media DefinedSocial bookmarking, Social Media Optimization
Valentine’s Day: Jet Blue passengers are stranded for up to 8 hours on runway. They film and blog their ordeal.
Soc Jet Blue understood how its reputation was being hurt online and so CEO David Neelman quickly crafted a YouTube apology.
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• Imagine my surprise when I came home from the hospital and found the box from Pro Flowers on my deck. Thank you so very much for your thoughtfulness and kindness. I will never, ever forget your gesture to me. Mom came through the surgery like a trooper. When I saw her afterward she was glowing. For the first time in months and months she had no pain. I'm anxious for her physical therapy to begin so that I can hopefully bring her home this weekend.
Again, with all my heart, thank you. (I'm wearing my rings as I type this. They make me so happy because of the beautiful rainbow colors.)
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June 2010
BP spills millions of barrels of the oil into the Gulf of Mexico. Finds its online PR response clogged by Facebook outrage and a fake, hilarious Twitter account.
Social Relevance: While BP spent £93m on ads, social media kept the pressure on. 350 “Boycott BP” Facebook groups formed and 188,000 followed fake @BPGlobalPR.
oAvoid Avoid pufferypuffery (people will ignore it)(people will ignore it)
oAvoid Avoid evasionevasion and and lyinglying(people (people won’t won’t ignore it)ignore it)
oCompanies have watched Companies have watched their their biggest screw-up's biggest screw-up's rise to the top 10 of a rise to the top 10 of a Google searchGoogle search
oAdmit your mistakes Admit your mistakes right awayright away
Southwest Air’s “Customer of Size” policy receives a high-profile roasting when the airline targets director Kevin Smith and he tweets his experiences.
Social Relevance: Forcing obese passengers to buy an extra ticket had taken a back seat on the news agenda until Smith’s tweet to millions hit the headlines.
February 2010
September 2010
McDonald’s wasn’t overly concerned by this local TV ad made by a community nutrition group linking its burgers to heart disease. That’s before they took it to YouTube.
Folksy “Isn’t Wal-Mart great” travel blog “Wal-Marting Across America” hits a reputation pot-hole when unmasked as being paid for by company.
Social Relevance: Black eye for Wal-Mart amid accusations that it was trying to shift attention away from criticism of its labor practices.
October 2006
Resources required for social Resources required for social media may include:media may include:
o Strategic consultationStrategic consultationo TrainingTrainingo Creating contentCreating contento Integrating toolsIntegrating toolso Distributing contentDistributing contento Relationship managementRelationship managemento Measuring valueMeasuring value
Social Media is not freeSocial Media is not free
We look at these categories:• Brand monitoring• Competitive intelligence• Industry monitoring• Thought leadership• Lead generation and sales• Customer service• Search engine optimization (SEO)• Crisis communication• Product development• Advertising and marketing effectiveness
Listening Tools
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We Are Listening
Our #1 Complaint
• Bizrate• Compliant #1 doesn't represent• 900 number
Bandwidth
Call centre volume down
Before
Add to Cart up %25
Conversion up by %11
• Returns down• Conversion up
Returns down
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oDon't Don't shoutshout. Don't . Don't broadcastbroadcast. Don’t . Don’t bragbrag. .
oSpeak like yourself Speak like yourself – not – not a corporate marketing shill a corporate marketing shill or press secretaryor press secretary
oPersonify your brand Personify your brand – – give people something they give people something they can relate to.can relate to.
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• The conversation is not:– controlled– organized– “on message”
• The conversation is:– organic– complex– speaks in a human voice
• Social media is not a strategy or a tactic – it’s simply a channel.
The social media conversation
Building relationships…
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Fix Great Fan Pages• http://www.facebook.com/threadless for Threadless T-
shirts. Very engaging, great use of video, a weekly center of community engagement
• http://www.facebook.com/pages/UJA-Federation/212360145318? UJA- Federation of Toronto. Regular updates, comments from fans and a mix of events, current events, and news items
• http://www.facebook.com/JewishClimateCampaign for Jewish Climate Campaign. Sharing links to news, commenting on posts, growing daily
6250 Submissions
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ZAPPOS – Customer service is ZAPPOS – Customer service is centralcentralo Zappos, an online shoe retailer, makes Zappos, an online shoe retailer, makes
customer service central with a focus customer service central with a focus on “on “making personal making personal and and emotional emotional connectionsconnections.”.”
o Divert marketing budget to customer Divert marketing budget to customer service (they service (they outsource marketing to outsource marketing to their customerstheir customers; they don’t outsource ; they don’t outsource their call centre)their call centre)
o Use Twitter to promote their brandUse Twitter to promote their brando Website displays any Website displays any public tweetspublic tweets mentioning mentioning
of their brandof their brando CEO has over 400,000 followersCEO has over 400,000 followerso 430430 employees on Twitter employees on Twitter
o $1billion $1billion in sales last year and their in sales last year and their expanding into new product categoriesexpanding into new product categories
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Bookmarking
Blogs
Blogs
What is it?• Frequently updated online
journals, published in reverse chronological order
• A blog is a platform for writing, not a style of writing
• Popular platforms include– Wordpress, Typepad, Blogger– Posterous and Tumblr
What is it good for?•Connecting with global
community of Jews•Personally connecting with
communities big and small•Provides perspective and
context to a company•Delivering insight into
influential mindset•Great for SEO
How to
Polyvore and Rich Media Content
Blogs
Sharing
The third largest website in the world
The 2nd most popular search engine
425 million unique visitors a month
In the U.S., 134.4 million viewers watched more than 13 billion videos on YouTube in December 2009
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The Thing to Keep in Mind
Do’s and Don’ts
Social Networks
Facebook: Profile, Group, Fan PagePersonal Profile The primary account on Facebook and it is how individuals connect with individuals.
Some professionals maintain two accounts – one to connect with friends, family; one to connect with colleagues.Do not create a personal profile for your organization, that is against terms of service and you can lose the profile.
Group Mulitple admins can create events, message members and update the group status. Updates to the group do not go into Newsfeed and event invitations come from individuals, not the group. People come to associate events with the fellows and not with org
Fan Page Multiple admins can create events and message members.Updates from a Fan Page show up in Newsfeeds and event invitations come from organization instead of the individual fellow. That helps secure the relationship and branding of organization.Fan Pages can favourite pages of other groups to show affiliations. You can also add applications and make “bespoke tabs” on your Fan Page.Fan pages can be connected to the blog and out to your Twitter account to make it easier to communicate.
News feedStatus update: Enter a short message to tell your friends how you’re doing, share a link, new photos or event.
News feed or live feed is where you see updates from the people you are friends with, groups and pages.
You can hide people if you think they post too much or about things you don’t care about.
Top navigation bar: profile, friends, inbox, and settings
News feed/Home Page
Requests: This includes friend requests, event invitations, group invitations and fan page suggestions
Suggestions: People you might be friends with (based on mutual friends and address books); actions you can take to reconnect with people you’re friends with.
Events and Birthdays: A quick way to see what events you have RSVPed Yes or Maybe; upcoming birthdays of people in your network.
Chat and notifications: Were you tagged? Did someone comment after you? Was a friend request accepted?
Adding friends
Make sure you see everyoneThis new FB format is blocking all of your friends' news feeds except for 250 people that Facebook selects•Go to FB Home Page.1.Choose "Live Feed.”2.Scroll to the bottom & click " Edit Options.”3. You will then see your "News Feed Settings." Change the 250 to 5000, which is Facebook's friend limit, and your feed will work correctly again.
Groups
Updates come from members, not the name of the group.
Messages go into inbox, not updates.
The group symbol at the top is how you can distinguish group from page.
Groups can not “favorite” other groups.
Event CreationStart from the page or group you want to have be the event host
Begin to add information about the event
Building an Event: Step 2
Add a logo for the group or an image that people will associate with the event.
Select event type and add a full description.
Important: Does a Facebook RSVP count as an RSVP or do people need to use another system? Make that clear in the description.
Step 3: Invite Friends
• Invite group members and friends that might be interested
• Don’t blanket invite all of your friends to every event, segment friends by city or interest
www.facebook.com/username
Fcommerce
All updates come from the organization, not individuals.
Fans receive updates, but not to their inbox.
Changes to fan page go into news feed of fans.
Social Sign In
Leading Brands on Facebook
• The Body Shop• TD Money Lounge• Walmart• BestBuy
Fix Great Fan Pages• http://www.facebook.com/threadless for Threadless T-
shirts. Very engaging, great use of video, a weekly center of community engagement
• http://www.facebook.com/pages/UJA-Federation/212360145318? UJA- Federation of Toronto. Regular updates, comments from fans and a mix of events, current events, and news items
• http://www.facebook.com/JewishClimateCampaign for Jewish Climate Campaign. Sharing links to news, commenting on posts, growing daily
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Be yourselfBe Yourself
• The conversation is not:– controlled– organized– “on message”
• The conversation is:– organic– complex– speaks in a human voice
• Social media is not a strategy or a tactic – it’s simply a channel.
The social media conversation
Post frequetlyPost Frequently
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•Is it true that the Rabbi get less then 4 hours of sleep a night?
•Does chabad love Israel?•Are Woman considered equal in traditional Judaism?
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True or False
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U: How close is the user to the person/brand that postedW: What is the weight of the objectD: How long ago was the object created
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Additional Facebook To-Dos
• Wish happy birthday• Search for like minded people • Set your privacy settings to limit access to your
account• http://www.allfacebook.com/2009/02/facebook-
privacy/
Do’s and Don'ts
Twittersphere
Refresher: Twitter
What is it?• A social network based on 140 character
updates• Messages can be public or private• A form of phatic expression, a digital
water-cooler or oneg shabbat• It can be a “tivo-ed IM” or group text
message
What is it good for?• Delivering minute-by-minute updates from
personal perspective• Sharing information and getting feedback• Following events through the eyes of
enthusiasts• Interacting with a diverse, global Jewish
population, journalists and company representatives
Things to Have Ready
• What will your username be?• Will you connect account to your phone?• What email address will you use for the account –
personal or work?• What photograph or image will you use for your
avatar?• How will you describe yourself in 160 characters in
your profile?• What website will you link to from profile?
The easiest way to find friends on Twitter is to check your Gmail, Yahoo or AOL email address book against the Twitter database.
This is safe and you won’t email all of your friends if you do it.
Don’t want to? Skip this step.
The suggested users list includes celebrities like LeVar Burton and Suze Orman, online celebrities, news outlets and well known online personalities. Pick the folks you want to follow or skip this step.
Type your 140 character message (tweet) here.
Twitter Stream
Where you see tweets from the people you follow. To see more, refresh the page or scroll down.
You’ll just see the most recent tweets.
The number of people you follow, the number of people that follow you and the number of lists you’re on.
A rotating list of Twitter applications and related web sites.
@pinnyice goes to a page that shows every tweet with my username in it, aka mentions or @replies
Direct Messages goes to an inbox of private tweets. Only users that you follow can send you a DM.
Favorites is a list of tweets that you have starred or favorited to remember for later.
Retweets: An easy way to see if you’ve been retweeted (RT)
Search box allows you to search all of twitter, it is the same as http://search.twitter.com
Current Avatar and username, number of times you’ve twittered
A selection of tweets from the @Pinnyice
You can save searches to easily return to them.
Trending Topics are the most popular words being used on Twitter at this time. Often related to celebrity news, disasters or tech.
Lists: Following and Creating
• Lists are a way to group users together based on topics, regions, interests
• If you follow a list, you’ll see a timeline of only those people when you click on the list
• A way to sort and keep-up with people
RT or Retweeting
• A form of forwarding a tweet to your followers
• Easy to do with the Retweet button on twitter or many similar options on applications
• It will appear from the original user, with a nore that you RT
This information will help people find out more about you and your organization
Have a smart phone? Add an application to your phone or use m.twitter.com.Have a regular mobile phone? Recommend setting this up so you can send tweets from the phone, but turn off alerts coming into your phone. I only have Direct Messages come as text messages.
FINDING PEOPLE TO FOLLOW
How to find interesting people?
• Use Twitter search to find people talking about topics you enjoy
• See who people you know are talking to and follow those people
• Then go to their profile and click the follow button
Types of Messages• Tweet: Goes out to everyone that follows you and
is searchable• @reply or @mention: Includes the @username
of another user and will show up in the twitter streams of people that follow both of you
• Direct Message or DM: A private message that you can send to someone who follows you and that you receive from people who follow you
Sending a Direct Message
• d username Then the text of your message to the person
• Go to their twitter page and click on “message username” and a new screen will pop up and let you messge them
• Go to your Direct Message inbox and use the pull down menu to select a user to write
So… what do we tweet about?
• Upcoming events• Share links to interesting articles, posts from your
blog, videos or other things on the web• Ask questions, answer questions• Anything that interests you
• Remember – small talk helps build relationships and Twitter is built for small talk
ADVANCED TOOLS
Applications
Desktop Applications• Tweetdeck or Seesmic• Mrtweet and tweet laterPhotos• NearbytweetMobile Applications• Ubertwitter or for Blackberry, Tweetdeck or
Tweetie2 for iPhone
Additional Vocabulary• Hashtag: a word with a # before it used in a tweet to
link it directly to a search of the word. Often used when tweeting from an event or to draw attention to a topic #shabbatshalom #UJCGA
• Retweet or RT: to forward another persons tweet to your list of followers
• Shortened URL: Tinyurl.com, Bit.ly and is.gd are examples of URL shorteners that will automatically make your long URL into a short one for twitter.
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Share links to neat things in your community
Be helpful
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Throw in a few humans
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What it does well
Do’s and Don’ts
• Grow your network– Connect with former colleagues– Connect with fellow alumni – Connect with members of
volunteer organizations or ICPAS– Six degrees of separation– Build your profile
• Get involved– Find groups that interest you and get
involved in the discussion forums– Use LinkedIn Questions to leave
thoughtful, smart answers to help other people and build relationships
– Write recommendations for other people and ask for others to write recommendations for you
Job seekerLeedsFinding peopleJoining groupsPosting on groups
LinkedIn Tutorial
How effective are you at building relationships?
What does networking mean to you?
What does your network look like?
Online connections
Professional Networks
Community
Colleagues
Family & friends
The main page of LinkedIn can be very confusing. The navigation across the top is very useful during a job search – jobs, companies and people all connect you to different search options. Answers takes you to a section of LinkedIn where you can ask questions or give advice to others.
In the right sidebar is quick navigation to your personal groups, profiles, contacts, inbox and applications. The inbox in the middle is a quick view where you can accept invitations to connect. On the far right are suggested people you might know.
As you scroll down the main page of LinkedIn, you’ll see updates from people in your networks. Status updates, new recommendations, group updates and applications.
You will also see events that other people are joining.
The profile view in LinkedIn will give you an overview of current and recent job, education, recommendations from others about work, connections and quick links out to web sites.
You can also see recent activity related to updates, new connections, events and some group activity.
Groups: Alumni, Professional, Interest
These are the groups that include the word Hebrew in the group name or description.
Look for alumni groups or professional affiliations and join for discussion and events.
Social Check In’s
Reviews
Another reason to care about reviews
Do’s and Don’ts
Case Study
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