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Social Media Boot CampBusiness Edition
June 28, 2013
#scispeakIMHC
Back in the day, this was the “new hotness.” 25” screen. Color picture. Made by Zenith, it weighed just under 200 pounds. For a little more money, it even came with a remote control.
Contrast that with today’s hotness: Samsung’s new OLED television. With a 55” screen, it’s about as thick as 3 credit cards and weighs as much as a 3 month old baby. It’s 3D and internet compatible. And there is no remote option.
Technology Television
Social Media Communicate
• Researcher pub on Twitter / Mechanic on YouTube • Younger / Better educated / more money
Walking points
• Social Media Overview: Features and Benefits
• Social Media Strategy and Execution
• Hands On: Facebook
• Hands On: Twitter
Social Media
• YouTube
• Vimeo
• Yelp
• MySpace
• Blogging
• FourSquare
• Tumblr
• Number of platforms • Poll of people
Demographics
Racial Demographics
23%
31%
47%
21%
35%
44%
Black Hispanic White
22%
28%
50%
Source: eMarketer, March 11, 2013
43%
57%
41%
59%
Female Male
Twitter18%
82%
29%
71%
50% 50%
Google + LinkedInSource: Mashable, March 9, 2012
More women than men use social media. Why?
46%
22%
18%
14%
0-24 25-34 35-44 45+
33%
25%
23%
19%
50%
11%
28%
11%
Google +
49%
32%
15%4%
35%
29%
26%
10%
Source: Mashable, March 9, 2012
More people 45+ use Facebook, LinkedIn and Google +
18 - 29
30 - 49
50 - 64
65 +
0% 20% 40% 60% 80% 100%
Source: Pew Research Center
Who Using ?
• Younger people use it more • Baby Boomers should not be ignored.
24%
57%
10%9%
24%
59%
8%9%
< HS HS Some College College + Grad
25%
61%
9%5%
50%37%
10%3%
No Data
Source: Mashable, March 9, 2012
11%
47%33%
9%
15%
37%38%
10%
10%
46%37%
7%
$0-24,999 $25-49,999$50-99,999 >$100k
No Data
22%
50%
21%
7%
LinkedInSource: Mashable, March 9, 2012
The Face of Social Media
• Large companies? More resources • Face of social media?
Social Media for Business
• What does social media for business look like? It looks just...like...this • 800 lb. gorilla in the room. • Audience of 750 MM people, why ignore?
164 Million US Internet Users
152 Million US Facebook USers
Source: Blogher, April 2011
93% of US Adult Internet Users Are on Facebook
93% of the adult internet users are on Facebook. Poll of audience
Build a Community
• Lots of pictures •
Information Sharing
• Don’t sell • Tough to do!
Twitter is useless!
• Facebook = 800 lb. gorilla in the room, Twitter = 450 lbs...and growing • 500 MM total / 200 MM active • Confession time: I hated at first! • Talking about you already - join in!
126!
Source: TheSocialSkinny.com
Let’s think about this from your standpoint: you have a business tip of the week, share it. Every week at the same time. A different tip every week.
Think of it as “Where’s the Beef?” and “California Raisins” on steroids.
8% of Americans
45% is of mass communication is nonsense
250 million tweets
Stats
65% of Top Companies
Source: TheSocialSkinny
Blogging
The final type of social media platform for your company that we’ll discuss is blogging.
weblog; diary of your opinion, thoughts and information
• Conversation
Build Your Brand
Your brand is your brand. This represents your company and it is what people will think when they think of your company. Make sure your blog represents your brand.
Customer Service
0%
10%
20%
30%
40%
2007 2008 2009 2010 2011
39%
34%
29%
25%
16%
US Companies Using Blogs for Marketing
Source: eMarketer, August 2010
The big question is whether companies are blogging. Nearly 4 / 10 companies are blogging as part of their marketing department. And the percentage is growing every year.
Retail Sales
Brand Sites
BLOGS
Groups
YouTube
Google +
0% 60%
20%
20%
27%
28%
31%
31%
34%
56%
Sites That Influence Purchase Decisions
eMarketer, Feb. 2013
• Best on a mobile device • Hard on desktop
Advice
• Be careful who you like / and vice versa • Pick a topic • Be professional • Highlight others
• Professional Facebook • B2B Marketing
• Professional Facebook • TRUE News Feed • Jobs • Groups
• Connections (not friends) • Recommendations • Endorsements
Advice
• Be professional • Join groups (not too many)
Tumblr
• Micro-Blogging platform • Recently purchased by Yahoo! • Pic oriented
YouTube and
Vimeo
Google +
• Features • Benefits
• Features • Benefits
• Features • Benefits
Men’s Fashions
• 49 MM users
4 C’s of Social Media
Strategy
• Like Us on Facebook • Follow Us on Twitter • Connect on LinkedIn • The C’s are part of strategy
Content Is King
This is the first thing that I tell people. If you don’t have important things to say, no one is going to listen to you. This is the first step.
Be Creative
If you have the same old information, no one is going to listen. Make it fun.
Be Consistent
• How often will you post, tweet, connect and blog? • Varies for platform
Be Committed
Social Media Tips and Techniques
Listen
Most undervalued aspect
Share, Don’t Sell
Step 1: Build and Execute Strategy
• Biggest problem for people • If not, just a social platform
Step 1: Objective
CONCRETE | MEASURABLE | ACHIEVABLE
Increase Likes 25% in 6 months => Facebook
• MUST be written • 2000 Followers by December 31 • Engage with 10 customers / week
GOAL ACTION FREQCY. METRICS TIME
Increase Likes
Post interactive content
Ongoing#Likes CTR
1 Hour/week
Resources Hootsuite Facebook Insights Facebook Newsfeed
1st Question: Current status? 2nd: where do you want to go? 3rd: how will you get there?
Step 2: Know the Audience
• Even in social media • Ideal customer? • Who do you want to listen
Step 3: Hot Buttons
• What important to your audience • Topics to discuss? • Words / phrases to use
Step 4: Stake Your Turf
• Know which platforms you will use
Step 5: Set Up Engagement
• How will you let people know? • Northview example
Step 6: Plan Resource Use
• Who? • What? • When?
Step 7: Measure for Results
• Did it work?
Break
Hands On Activity: Facebook
Facebook Page
• news feed • Messages • Events
Fan Page
• Running an Ad • Apps • About “Me”
Does it Right?
• Social Media Examiner (asks questions) • Minority Health Coalition of Grant County (needs pics and engagement)
Hands On Activity: Twitter
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