N E E D S Y O U . S O C I A L M E D I A

M A R I S A P E A C O C K • C A G L C C B O A R D R E T R E A T • F E B R U A R Y 1 , 2 0 1 4

W H O I S M A R I S A P E A C O C K ?

Marisa Peacock is the principal and chief strategist for The Strategic Peacock. As a social business strategist and marketing consultant, Marisa helps organizations create and implement online strategies that appropriately target the right audience with the right information using the right media. !Marisa is also an adjunct faculty member at Maryland Institute College of Art (MICA) teaching Social Media Marketing as a part of the Masters in Business of Art and Design program. !Marisa holds a Bachelor of Arts in psychology from Mount Holyoke College and a graduate degree in American studies from Georgetown University. She resides in Arlington, VA.

?

“Ask not what you can do for social media; Ask what social media can do for you.”

I M A G E F R O M : U N I T E D WAY S U N C O A S T

Y O U I N F L U E N C E . L E A D . T E L L S T O R I E S . A D V I S E . A D V O C A T E . E N D O R S E . I M PA C T. I N S P I R E . S U P P O R T. P R O M O T E . R A I S E A W A R E N E S S .

Y O U A R E A W E S O M E .

L E T ’ S G E T S TA R T E D .

Y O U ’ R E I N G O O D C O M PA N YH A B I T S , B E H AV I O R S , A N D M O T I VAT I O N S O F D I G I TA L LY E N G A G E D C A U S E - S U P P O R T I N G A D U LT S

L I K E M A K I N G A N I M PA C T

W A N T T O S H A R E A N D G I V E C R E D I T

W A N T T O I N F L U E N C E O T H E R S T O C A R E A B O U T C A U S E S T H E Y C A R E A B O U T

Digital Persuasion: How Social Media Motivates Action and Drives Support for Causes. Georgetown University’s Center for Social Impact Communication, March 2013

75%

58%

24%

Y O U M AY B E A S O C I A L M E D I A U S E R I F…

S O C I A L M E D I A I N 2 0 1 3

18-29 30-49 50-64

P I N T E R E S T FA C E B O O K T W I T T E R I N S TA G R A M

Urban SuburbanAfrican-

AmericanHispanic White

Source: Pew Internet & American Life Project, The Demographics of Social Media Users — 2012, February, May, December 2013

L I N K E D I N

Male Female

I N D U S T R Y D E M O G R A P H I C SBanking** Realty Travel

Men 63% 9%* 56%

Women 58% 16%* 44%

18-29 67% 28% 8%

30-49 65% 31% 18%

Urban 62% 17%

Suburban 66% 51%

African-American 48% 4% 52%

Hispanic 62% 7% 63%

White 63% 85%

* S I N G L E * * O N L I N E B A N K I N GS O U R C E : P E W R E S E A R C H C E N T E R ’ S I N T E R N E T & A M E R I C A N L I F E P R O J E C T S P R I N G T R A C K I N G S U R V E Y, 2 0 1 3 ; 2 0 1 3 N AT I O N A L A S S O C I AT I O N O F R E A LT O R S H O M E B U Y E R A N D S E L L E R G E N E R AT I O N A L T R E N D S ; T H E L U X U R Y R E TA I L E R ’ S G U I D E T O A G I L E C O M M E R C E , 2 0 1 3 ; U N D E R S TA N D I N G T H E U . S . H I S PA N I C T R AV E L E R , A S TA 2 0 1 2 .

T I M E T O S H O W O F F

M A K E Y O U R I D E A S H A P P E N

I M A G E B Y: B A B Y B I R D A N D B U B B U B O N E T S Y

• Share your creativity & inspiration.

• Don’t worry about followers, likes or check-ins.

• Find & join conversations.

• Let people know how excited you are about a cause, event, or idea.

• Share your experiences & ask for something in return.

G E T C O N N E C T E D

I M A G E B Y I N D I G O R A I N O N E T S Y

• Find a community doing what you’re already doing or want to be doing.

• Don’t just stand there —participate.

• Find real-world ways of getting together, celebrating and creating.

• Give your community something to care about.

I K N O W W H AT Y O U ’ R E T H I N K I N G …

I ’ M T O O …

I N T R O V E R T E D

tired

B U S Y

O V E R W H E L M E D

important

old distinguished

lazy

A C T U A L LY, Y O U ’ R E T O O A W E S O M E N O T T O B E O N S O C I A L M E D I A

P E O P L E W A N T T O F O L L O W Y O U .

R E S E A R C H S H O W S T H A T P E O P L E U S E S O C I A L M E D I A F O R :

S O C I A L I N T E R A C T I O N !I N F O R M A T I O N !O P I N I O N S & P E R S P E C T I V E S !S H A R I N G I N F O R M A T I O N !L E A R N I N G A B O U T O T H E R S

Anita Whiting, David Williams, (2013) "Why people use social media: a uses and gratifications approach", Qualitative Market Research: An International Journal, Vol. 16 Iss: 4, pp.362 - 369

S O , W H AT C A N S O C I A L M E D I A D O F O R Y O U ?

S O C I A L M E D I A C A N H E L P Y O U :

• start conversations

• promote your business, causes, interests

• reach potential and current customers

• influence family, friends and customers

• assert your authority

I M A G E B Y: J U S T B E C K E T T O N E T S Y

S T I L L N O T C O N V I N C E D ?54% of consumers say that “smaller communities have greater influence on a topic than larger ones.”

77% of buyers are more likely to buy from a company if its CEO uses social media. 

47% of Americans say that Facebook has a greater impact on their purchasing behavior than any other

social network.

33% of millennial consumers are more likely to buy from a company if it has a Facebook page.

69% of Twitter follows are based on recommendations from friends.

50% of Twitter users are more likely to purchase from brands they follow.

52% of consumers say blogs have impacted their purchasing decisions.

86% of “influencers” blog

Sources: Digital Influence: Blogs Beat Social Networks for Driving Purchases, L. Garibian, Marketing Profs, March 18, 2013; War of Words: Myth-Busting Social Media, SEO & Content Marketing, TopRank Online Marketing, Jan 09, 2013; State of Digital, B. Van Den Beld, October 19, 2012; Huffington Post’s “100 Fascinating Social Media Statistics and Figures from 2012,” B. Honigman; SEO Content Marketing – What You Need to Know and Do, Sekari, 2012; Blogs Influence Consumer Spending More Than Social Networks, J. Dyer, 2013.

Laurie Boettcher

H E R E ’ S T H E H E A R T O F T H E M AT T E R : T H E E S S E N C E O F S O C I A L M E D I A I S K N O W I N G Y O U R A U D I E N C E S A N D E N G A G I N G T H E M I N S O M E T H I N G T H E Y L O V E .