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2014 Guide to the Social Media Landscape Presented by: Brynn Titone
SynergyJax.com [email protected] 386.341.3178 @CAinJax
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Overview
• What is social media • Important Terms and DefiniNons • List of Top Networks and PlaSorms • Helpful Tools : Google Alerts • 2014 Web and Social Trends
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What is Social Media? Social Media is a blanket term for any web, app, or mobile pla<orm where a user can connect and share content that is important to the user.
• This content can take the form of a informa@on, photos, videos, etc.
• This interac@on (sharing) takes place via social Networks
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Important Terms and Defini@ons
Network or Pla,orm A system that provide a structure for content management and engagement. Content Management is the act of “CuraNng” content within the framework of a Network of PlaSorm.
User Engagement Engagement is considered interacNon between a brand and a user and/or between users; engagement is an important metric for campaign evaluaNon.
App An App is an applicaNon designed for a mobile device or tablet; apps can be “mobile versions” of websites or networks or can be used in conjuncNon with a service such as an accident photo app for a car insurance company.
Facebook App An App on Facebook replaced Facebook “Tabs” an applicaNon can be freestanding or can be listed on a company page. Apps generally are used for promoNons/campaigns, contests, and tools (such as a “rate checker” for a mortgage company).
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Important Terms and Defini@ons
Microblogging Short message posNngs from a social media account such as Twi`er, tweets and Facebook status updates.
Blog A site updated frequently by an individual or group to record opinions or informaNon.
Hashtag A Hashtag is a word or string of characters that starts with a number (pound, or hash) sign.
Trending A word, phrase or topic that is popular on Twi`er at a given moment.
Handle A handle is a pseudonym used by a user in place of the users same. For example, my Twi`er handle is @CAinJax
Tag Indicates or labels what content is about.
Viral Anything shared across social networks that get passed along rapidly. For example, a YouTube video that “goes viral” will have a large number of views in a short period of Nme.
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What are the Major Social Networks?
TwiJer
Google+
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About • A popular social networking plaSorm, designed to be used on mobile devices, that allows users to connect and share his or her story via photographs.
• Instagram also can auto-‐feed to other social networks including twi`er and Facebook.
• Instagram became popular because of it’s photo effects feature which allows the user to apply “Photoshop-‐like” effects to photos taken from mobile/smart devices.
User Demographics • 100million+ acNve monthly users
• Nearly 40 million photos posted per day
• Most popular with females and the 18-‐29 year old age bracket
• Popular in Urban areas
• Secondary market demographics: Hispanic and African American Users
Business Uses • Best used for event or campaign metrics as well as monitoring of targeted social media campaigns
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About • LinkedIn is the largest professional social/business-‐networking site to date.
• Features profile pages (virtual resumes), job lisNngs, company pages, and other useful tools for business professionals.
User Demographics • 200 million monthly users
• 67% are outside US
Business Uses • Best used for HR and RecruiNng
• LinkedIn is also, is a good tool for researching prospects for acquisiNons or sales (product or service)
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*Note: Your Login Page will look different, to create your own Google+ Account, please see this link for more informaAon: https://support.google.com/accounts/answer/27441?hl=en
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Google+
About • Google+ is a social network for individuals and brands, created by Google.
• It is the second largest social network ajer Facebook.
User Demographics • Over 350 million monthly acNve users
• Used by over 31% of web users in the US
• User breakdown: • 20% of users are Students • 42% of users are Single • 67% of users are Male
Business Uses • Best used for SEO and Google Search, Places, etc. integraNon (per: visibility/SEO)
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Pinterest About • Pinterest is ac@on and affinity based social network where users can “pin” to collec@ons or want lists based of the products the user is interested in (Pin+ Interest= Pinterest)
• Instagram also can auto-‐feed to other social networks including twi`er and Facebook.
User Demographics • 20 million monthly acNve users
• 80% of users are women
• 50% have children
Business Uses • Best used for markeNng and markeNng research of physical products • 70% of users say they are on Pinterest to get inspiraNon on what to buy
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TwiJer About • A TwiJer is the most popular micro-‐blogging pla<orm worldwide; TwiJer asks a simple ques@on: “What’s going on?”-‐ in 140 characters or less
User Demographics • Over 288 million monthly users • Most popular among adults aged 18-‐29 • Surprisingly, the 55-‐64 year old age group is one of the fastest growing user demographics
Business Stats • 36% of marketers have found a customer on Twi`er since 2013
• Like Facebook, brand loyalty is fierce on Twi`er; however, brands can take a beaNng as users either tweet about a really good experience or repeated bad experiences and even hatred for brands/products and services
Business Tips • Twi`er is incredibly useful for brand affinity research.
• AddiNonally, Twi`er can help you gain insight when it comes to compeNNon
• Beyond the research capability of Facebook, Twi`er allows you to find informaNon by geographic regions, interests, popular conversaNon topics, and much more.
Business Stats (cont.) • Most large brands use Twi`er as a buffer for customer complaints and have several handles for; geographic regions, Lines of Business, Customer Service, etc.
Hashtag example: #ilovejax Handle example: @Chase
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About • Facebook is the world’s most popular social networking site
• Before Facebook, there was no such term as, “Social Media.”
User Demographics • 1billion+ acNve users, globally
• 750million monthly, mobile users
• Most popular with female users and the 18-‐25 year old age bracket
Business Stats • 85% of brand fans will recommend that brand to others
• Brand loyalty is especially demonstrated on Facebook
Business Tips • UNlize Facebook to check in on compeNNon on a corporate level
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Helpful Tools: Google Alerts
What is a Google Alert? Google Alerts allow you to monitor the web for content based on a search query. These alerts will be delivered to your email inbox and are pulled from the latest, relevant Google web, news, and other results.
Business Stats and Tips: • Using Google alerts gives you the ability to:
• Monitor relevant informaNon to Chase on a corporate, geographic, or other demographic tag • AddiNonally, you can use Google Alerts to monitor compeNtor news and offers as well as menNons, etc. (like a secret shop!)
How do I set up a Google Alert? • Let’s begin by using an example: serng up a Google Alert for “JPMChase” (SEE APPENDIX)
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2014 Web and Social Trends Social Media in Corporate Campaigns • Large corporaNons are beginning to integrate social media into campaigns more than ever.
Hashtags are on the Rise • Hashtags are no longer confined to twi`er or even Facebook. Hashtags are now used for almost every TV show broadcast, special event, and markeNng campaign.
Content Quality and Relevance • Businesses are focusing more on providing answers, useful arNcles and Nps, and other such content vs. pushing the product or service.
Mobile • Tablets and Smartphones have replaced digital cameras, camcorders, laptops and more. 2014 is the year Mobile will evolve more dramaNcally than ever.
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Appendix
• Facebook: Business Tips for Field MarkeUng
• Helpful Tools: Google Alerts Guide
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Facebook: Business Tips for Field MarkeUng The following slides demonstrate how you can easily evaluate a brand like Bank Of America using Facebook
EvaluaNon SuggesNons: 1. Cover Photo
2. Apps, Photo Albums, etc.
3. Timeline/Timeline Posts
4. Likes
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Facebook: Business Tips for Field MarkeUng
Cover Photo
You can determine a lot from a Cover Photo, below are suggesNons for evaluaNon: • What is depicted in the Cover Photo; is it a person, a cause, a “mashup,” an offer, etc.? • When was it posted? • How ojen is it changed?
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Facebook: Business Tips for MarkeUng
Apps, Photo Albums, etc.
Snooping on the compeNNon can be easy, just a few clicks through the following and you’re good to go: • What apps does the page feature; are these important tools, offers, etc? • What types of photos are featured; albums, infographics, etc? • How do the photos enforce the brand message?
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Facebook: Business Tips for Field MarkeUng
Timeline/Timeline Posts
When I look at posts, this is what I’m generally looking for: • What is the general cadence/flow of posts? • Who are the posts catering too? • How many comments, likes and shares of posts? • Do the posts direct the user to a specific off-‐site page?
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Facebook: Business Tips for MarkeUng
Likes
Facebook Perk: • Basic demographics
Note: If you have any quesAons about the demographics, click the small “Q” icon.
• Click on the icon to the lej to get to the screen below
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Google Alerts Step One: Go to h`p://www.google.com/alerts (link)
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Google Alerts • First, enter your search term in the “Search Query” field (JPMorganChase)
• Then, select the following from the drop down menus:
• Result type (News) • Region (United States) • How Ojen (Once a week) • How many Results (Only the best results)
• Next, select the email you would like to have the alerts delivered to
• Note, you can use a personal gmail account, or an account associated with your Google Profile (click here for more info)
• Finally, select “CREATE ALERT”
• Ajer creaNng the alert, you will be directed to a page where you can view and manage all of your Google Alerts
Step Two: Customize your results
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Google Alerts • FYI: The more specific the terms, the narrower the results.
• A good way to gauge the effecNveness of your query is to take a look at the results that appear on the right side of the screen as you customize your alert. • As you can see from this screen shot, I was able to pull the informaNon most relevant to my posiNon by augmenNng my search term(s) to “Chase Bank Jacksonville”
FYI Example