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Social Media 101: Understanding Social Media Channels, Demographics, and Usage
 

Social Media 101: Understanding Social Media Channels, Demographics, and Usage

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When should you use Facebook? Should you create a page, a group, or both? These and other questions will be addressed in this overview of the most popular social media channels for business. It ...

When should you use Facebook? Should you create a page, a group, or both? These and other questions will be addressed in this overview of the most popular social media channels for business. It includes a definition of social media, current demographics and use data, an overview of the most popular US social media channels, and how to choose the right platform for your audience.

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  • Social media describes the multi millions of conversations that people are having online, everyday. <br /> You have to listen before or while you are talking – to understand what the conversation is all about <br /> In social media the think of the people who follow you on Twitter, Like you on Facebook, or read your blog as part of your community, rather than your customers or your audience. That is the nature of relationship <br /> Your participation in these platforms creates new “addresses” online for people to find you and when they visit. Your current and future customers expect you to be available in social media. <br /> People do business with people, not companies, so letting your people come forward and interact in a human way with your community makes them feel more comfortable doing business with you. <br />
  • Channels: email/enewsletter, facebook, twitter, photo site (Instagram, Flickr, Picasa), Pinterest, YouTube, location-based channels (4sq, Yelp, etc.), Vimeo, blog…etc. <br />
  • https://www.facebook.com/photo.php?fbid=10101026493146301&set=a.941146602501.2418915.4&type=1&theater <br />
  • http://mashable.com/2013/08/16/teens-social-media-chart/ <br />
  • WorldwideWave 7 study: Follow/Join/Like a brand/org <br />
  • *h/t Chris Jarvis, Realizing Your Worth <br />
  • *h/t Chris Jarvis, Realizing Your Worth <br />
  • 1.15 billion+: active users <br /> 699 million active users log on daily <br /> 700 billion+: # of minutes/month that people spend on site <br /> 90: # of pieces of content the average user creates each month (30 billion pieces shared per month in total) <br /> 250 million: active users currently accessing FB through mobile devices (mobile users are twice as active on FB as non-mobile users) <br /> (source: Facebook) <br /> ADD: Most of you are already on Facebook, so you know its power to connect and change the way we communicate. That same power extends beyond friends and family to communicating with brands. Wide demographic; kids under 13 are the only demo not officially on Facebook. Pictures and visual mediums are important on Facebook. <br /> Facebook is a free, easy-to-use, social networking utility that connects people with friends and others who work, study and live around them <br /> It is the #1 social networking site <br /> It combines best of blogs, online forums, groups, photosharing with thousands of readily available applications <br /> Most importantly, it’s about interacting with friends and fans <br />
  • Also known as Recency, Relevance, and Resonance <br />
  • 500million: Twitter users as of August 2013, 200 million active daily <br /> 400 million: number of tweets per day <br /> 92%: awareness of Twitter among Americans <br /> 7.8 million: users who access Twitter using a mobile phone <br /> 46%: brand followers claiming to be more loyal after engaging with a brand on Twitter <br /> Sources: Edison Research, Mashable , Pingdom, Quora <br /> Connect with influential people in your area of business, journalists, celebs, thought leaders <br /> ADD: Some of you use Twitter, but you’ve all heard stories about celebrities tweeting and the impact a single tweet can have on a brand or organization. Twitter is an important marketing channel which helps shape consumer perception about an organization. <br /> ADD: Best Buy anecdote – Ilana computer purchase <br />
  • http://www.animatedexplanations.com/Animation.aspx?animation=391(Twitter) <br />
  • 152 million+: total number of blogs <br /> 1.4 million: number of blog posts per day <br /> 57 million: number of US users who read blogs daily <br /> 6%: percentage of the entire US population write blogs <br /> 53.3%: percentage of bloggers who are 21-35 years old <br /> ADD: One of the earliest forms of social media, yet still important, particularly to organizations who have stories to tell, thought leadership to showcase, or a group of people who can contribute content. <br />
  • http://www.flickr.com/photos/38577737@N07/4305859251/ <br />
  • Flickr photo: http://www.flickr.com/photos/31878512@N06/3717397890/in/set-72157614706291006/ <br />
  • Flickr photo: http://www.flickr.com/photos/31878512@N06/3717397890/in/set-72157614706291006/ <br />
  • Last stat: http://gigaom.com/2011/09/06/check-in-services-still-struggling-to-win-over-consumers/ <br />
  • Photo and video!! <br /> 150 million monthly active users – Sept 2013 <br /> Avg no of photos per Instagram user: 40 <br /> Purchased by Facebook <br />
  • 70 million users – Sept 2013 <br />
  • 40 million active users – Sept 013 <br />
  • 216.3 million monthly visitors, 108.9 million blogs – Sept 2013 <br /> Purchased by Yahoo <br />
  • Channels: email/enewsletter, facebook, twitter, photo site (Instagram, Flickr, Picasa), Pinterest, YouTube, location-based channels (4sq, Yelp, etc.), Vimeo, blog…etc. <br />
  • Social media examiner survey: 3,813 participants. <br /> The largest group who took the survey work for small businesses of 2-10 employees (34%) followed by the self- employed (21%). Twenty percent of people taking the survey work for businesses with 100 or more employees. <br /> Most participants (57%) were based in the United States. Followed by Canada (9%), United Kingdom (9%) and Australia (5%). <br />
  • * Sept-Oct 2012 survey by Vertical Response <br />

Social Media 101: Understanding Social Media Channels, Demographics, and Usage Social Media 101: Understanding Social Media Channels, Demographics, and Usage Presentation Transcript

  • Social Media 101: Choosing Your Social Media Tools October 15, 2013 Presenter: Debra Askanase 1
  • Former About the presenter Debra Askanase nonprofit executive director, • manager, business Master text styles – Second level consultant • Third level Little know fact: – Fourth level I was the first Fifth level » ED of Hyde/Jackson Square Main Streets Digital Engagement Strategist debra@communityorganizer20.com 2
  • Agenda What is social media? – Definition – Categories – Uses Who uses what? – Demographics of social network users Primary social media channels – Facebook, Twitter, Blogging, LinkedIn, Yelp Up and coming social media channels – Pinterest, Instagram, Tumblr, short-form video Which should I choose? Wrap-up and takeaways
  • Workshop takeaways • An understanding of what social media is, and is not • A working knowledge of the popular social media channels and tools • A map for selecting the right tools to support your business strategy
  • What Is Social Media? 5
  • Your website isn’t just your URL It’s your entire Social Web
  • Website
  • “…highly interactive platforms through which individuals and communities share, co-create, discuss, and modify usergenerated content.” -Wikipedia, social media definition http://www.flickr.com/photos/49601347@N00/934211103/
  • A platform for multi-person conversation
  • Organic and emergent http://www.flickr.com/photos/eelssej_/524781662/ http://www.flickr.com/photos/44315708@N00/248975018/
  • Includes viral elements
  • http://simplify360.com/blog/building-business-on-customer-experience-through-social-media/ 12
  • Traditional vs. social communication Traditional Social Broadcast (1-way) messaging Messaging is conversational and valueadded Obscure activity Transparent activity Acts as an island Engages, and builds relationships, 2-way communication Focuses on materials, collateral, earned media, email Understands the power of social + email + website, powered by content Customer service top-down Customers feedback is welcome and invited
  • It’s really about conversations
  • Social bookmark ing Ratings Forum Blog Micro Blogging Select your best platform Social Networks Image Sharing Video Sharing Podcast Wiki
  • 10 Tips for succeeding with social 1. 2. 3. Content matters. Fresh and valuable content matters most. Know where your audience is, and prioritize. If you’re not conversing, you’re not using social media properly. 4. Understand why your customer wants to talk with you. 5. Understand the cultures of your social media channels. 6. Sharing is everything. Share 110% of the time. 7. It’s not about you, it’s about your network. 8. Listen. Not just once but constantly. 9. Participate and be yourself. 10. Practice abundance thinking >> include, share, amplify.
  • The Social Media Funnel
  • Who Uses What? Demographics, social media channel use, trends 18
  • If time spent on the internet was distilled into 24 hrs 27 percent of it would be spent on social networking and forums http://press.experian.com/United-States/Press-Release/experian-marketing-services-reveals-27percent-of-time-spent-online-is-on-social-networking.aspx
  • Facebook Friendships Worldwide 9.24.13 20
  • What dominates? Images Video Shareable content http://www.flickr.com/photos/35375520@N07/3702507860/
  • 22 http://blog.nielsen.com/nielsenwire/social/2012/
  • Largest use demographic: Hispanic Largest age demographic: 18-29 Urban/suburban: about equal Education level: High school + Income: all about equal http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_S23 ocial_networking_sites_update.pdf
  • http://www.emarketer.com/Article/Google-Trumps-Twitter-EarningSecond-Place-Total-US-Social-Account-Holders/1009937 24
  • US social network demographic breakdown Ages 18 - 29 Urban Tumblr Twitter Instagram Twitter Instagram Facebook Top US social networks Facebook Twitter LinkedIn On the rise Pinterest Instagram Tumblr Google +
  • http://www.pewhispanic.org/2013/03/07/vi-social-networking/ 26
  • http://mashable.com/2013/08/16/teens-social-media-chart/ 27
  • Social Media Channels for Business Facebook, Twitter, Blogging, LinkedIn, and Yelp 28
  • 2011 29 2012 https://dl.dropboxusercontent.com/u/3503218/Flipping-Books/Wave7/index.html#1/z 2013
  • The Neighborhood Diner Where you don’t always know everyone very well, but they all want to be there. Good for personalizing content, networking, and interacting directly with stakeholders on your page, or personally through an individual account. The Professional Conference The best parts are the hallway conversations. Best used for individuals to share information, connect, and exchange ideas. Participate in the newsfeed or groups. The Block Party Everyone wants to talk. Find a tribe, hang out in the corner with them. Great for connecting with individuals, finding those with similar interests, and sharing.
  • The Specialty Magazine The Football Viewing Party You rely on it for your most relevant news and content. Everyone has an opinion about you, and they’re not afraid to tell others. Great for establishing credibility, thought leadership, thought community. Highly recommended for SEO value. Use it to promote the business through advertising, specials, and connect deeply with fans. Positive reviews are like gold.
  • Facebook
  • It’s about the conversation and value-added content, not broadcasting
  • Facebook comparisons 34
  • Using Facebook for business • Connect, converse with customers and potential customers – get real. • Offer specials and loyalty moments • Create discussion around their interests • Crowdsource ideas for your business • Deepen fan loyalty • Provide customer service • Advertise and find new fans • Run events
  • Facebook Page Pros & Cons Pros Cons Not owned, but rented, space Basic setup is easy Advanced setup more complex Little or no out-of-pocket cost Works well for multi-media (video, photos) Difficult to have content seen by everyone More consumer than B2B Great sharing capabilities Moderate time commitment Takes additional apps to run promos/coupons/contests Advertising platform allows easy targeting No immediate access to customer data Measurement tools included Community members can turn negative
  • Facebook’s newsfeed algorhithm http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/
  • How often should you post?
  • Facebook contests https://www.facebook.com/manofsteel
  • Twitter
  • It’s about RELATIONSHIPS, not broadcasting
  • 46 https://dl.dropboxusercontent.com/u/3503218/Flipping-Books/Wave7/index.html#1/z
  • Twitter Pros & Cons Pros Cons Super easy setup Daily commitment No tech involved Great for media outreach Good platform for coupons/promos Great for local business Little or no out-of-pocket cost Easily measured Drives traffic to your site or blog Can eat up time Limited user pool vs. Facebook/blogs Not owned, but rented space Lots of spammers to avoid
  • Using Twitter for business • Connect, converse with customers and potential customers – be extremely generous with your tweets • Participate in a Twitter chat, use industry hashtags • Tweet out specials, inventory, and loyalty moments • Crowdsource ideas for your business • Identify “superfans” of your business • Provide customer service • Advertise • Become an authority in a topical area (especially if a service business) • Great for crisis management situations
  • @AmysIceCreams
  • Twitter generosity
  • Coke Twitter contest: cause marketing http://socialmediatoday.com/bryannagy/1211641/coca-cola-s-twitter-contest-heart-truth
  • Twitter @redsox ticket scavenger hunt
  • Pro Tip: Use a third-party app to manage Twitter, such as Tweetdeck or Hootsuite • • • • • • Manage the noise Schedule tweets Cross-schedule to other sites View Klout scores Focus on conversations and topics Follow hashtags
  • Tweetdeck (or use another – like Hootsuite)
  • Blogs
  • Using blogs for business • Share relevant news and information about your business & industry. • Talk with customers through the blog • Tell your story • Great for reputation/crisis management • Drive people to specific places on the website • Become an authority in a topical area (especially if a service business) • Involve your staff in blogging, even your wider community
  • Blogging Pros & Cons Pros Great for getting found online Best way to establish credibility, authority, and trust Readers can subscribe and automatically get updates You own the space You can control the site with minimal technical skill Your articles get published whenever you want with no gatekeeper Blogging can be personally rewarding Cons Basic set-up requires some technical skill Customized set-up requires technical and design resources Customized set-up can cost $1,500-$5,000 Requires planning Requires significant time commitment Requires good communication skills and comfort with writing
  • 238 million members
  • Linkedin is all about utilizing connections
  • 61
  • • Degrees of connection (get introduced) • Groups (allow all to connect with you) • Inmail (Send Linkedin message to someone you don’t know)
  • LinkedIn comparisons 63
  • Using LinkedIn for business • • • • • • • • Define yourself: your brand, bio, experience, keywords, industry Join groups and share expertise, connect and contribute Feed your blog, presentations, into your LinkedIn profile Post updates at least weekly, comment on others’ Intelligent searching for people, jobs, companies, industry news, answers Endorse others, and get endorsed as well as recommended Become an authority in a topical area (especially if a service business) Strengthen relationships with contacts, connect with everyone you meet
  • LinkedIn Pros & Cons Pros Cons Highly visible by search engines Most interaction occurs within your personal profile, not your company profile Feature-rich search Used by senior executives Internationally focused Engagement within news feeds is difficult to achieve Functionality is more complicated and not as user-friendly, compared to other networking sites Unmatched recommendations algorithm News feed is more focused & relative compared to other sites Not as much time spent on LinkedIn by members
  • 6 things you can do to optimize your profile 1. Complete profile to 100% 2. Optimize it for Linkedin search 3. Obtain 50 connections, ideally >100 4. Ask for five recommendations 5. Add volunteer, board, author experience 6. Feed blog and presentations into your profile Pro tip: Connect with who’s viewed your profile
  • 67
  • 68
  • 69
  • 6 things you can do to optimize your company page 1. Complete page description 2. Add an engaging banner photo 3. Ask for recommendations 4. Add products and services section 5. Post weekly updates 6. Target your updates http://marketing.linkedin.com/company-pages/
  • 100 million monthly unique users 71
  • It’s about customer service, not broadcasting 72
  • Local search drives geosocial marketing 97 percent of consumers search for local businesses online 73 percent of all online activity is related to local content, according to data released by Google 23 percent of all adults have used a location-based service to get directions and recommendations http://www.inc.com/guides/201106/how-to-use-google-places-to-market-your-business.html – Feb 2012 Last stat: http://gigaom.com/2011/09/06/check-in-services-still-struggling-towin-over-consumers/
  • Online reviews heavily affect purchase decisions http://www.marketingcharts.com/interactive/most-consumers-read-and-relyon-online-reviews-companies-must-adjust-2234/deloitte-consumer-reviewpurchase-influencejpg/
  • Using Yelp for business • Define yourself: your brand, products/services, keywords, industry, location • Ask for reviews – especially good ones! • Use it for customer service, respond to each comment • Add events • Offer specials • Reach out to Elite Yelpers (nicely) • Become part of the community – write reviews yourself • Strengthen relationships and connect through Yelp
  • Yelp Features • • • • • • • • • Deals Tips and Reviews Find locations and places you want Great for services as well Respond to reviews Check-in Photos Search Local events
  • What Yelpers see
  • Create events to gather buzz
  • What’s Next? Instagram, Pinterest, short-form video, Tumblr 79
  • Instagram It’s about sharing stories, not selfies 80
  • Pinterest It’s about offering value, not selling 81
  • Vine It’s a peek into what makes your company tick, and your customers
  • Tumblr It’s about storytelling, not promotions 83
  • Which should I choose? Figuring out the right fit for your business 84
  • Social bookmark ing Ratings Forum Blog Micro Blogging Select your best platform Social Networks Image Sharing Video Sharing Podcast Wiki
  • Business survey: Weekly time commitment http://www.socialmediaexaminer.com/social-media-marketing-industry-report2012/ 86
  • Time and social media channels used http://www.socialmediaexaminer.com/social-media-marketing-industryreport-2012/ 87
  • http://visual.ly/how-much-time-money-do-smbs-spend-social-media
  • http://visual.ly/how-much-time-money-do-smbs-spend-social-media
  • http://visual.ly/how-much-time-money-do-smbs-spend-social-media
  • http://communityorganizer20.com/2011/07/01/social-media-decision-trees-when-to-dive-deeper/
  • What are your next action steps? Which channels will you choose? http://www.flickr.com/photos/21460573@N08/4571657460/
  • Thank you! Email: debra@communityorganizer20.com Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linked.com/in/debraaskanase Twitter: @askDebra Other slides: slideshare.net/debask Telephone: (617) 682-2977