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 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.
    You have to listen before or while you are talking – to understand what the conversation is all about
    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
    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.
    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.
  • Channels: email/enewsletter, facebook, twitter, photo site (Instagram, Flickr, Picasa), Pinterest, YouTube, location-based channels (4sq, Yelp, etc.), Vimeo, blog…etc.
  • WorldwideWave 7 study: Follow/Join/Like a brand/org
  • *h/t Chris Jarvis, Realizing Your Worth
  • *h/t Chris Jarvis, Realizing Your Worth
  • 1.15 billion+: active users
    699 million active users log on daily
    700 billion+: # of minutes/month that people spend on site
    90: # of pieces of content the average user creates each month (30 billion pieces shared per month in total)
    250 million: active users currently accessing FB through mobile devices (mobile users are twice as active on FB as non-mobile users)
    (source: Facebook)
    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.
    Facebook is a free, easy-to-use, social networking utility that connects people with friends and others who work, study and live around them
    It is the #1 social networking site
    It combines best of blogs, online forums, groups, photosharing with thousands of readily available applications
    Most importantly, it’s about interacting with friends and fans
  • Also known as Recency, Relevance, and Resonance
  • 500million: Twitter users as of August 2013, 200 million active daily
    400 million: number of tweets per day
    92%: awareness of Twitter among Americans
    7.8 million: users who access Twitter using a mobile phone
    46%: brand followers claiming to be more loyal after engaging with a brand on Twitter
    Sources: Edison Research, Mashable , Pingdom, Quora
    Connect with influential people in your area of business, journalists, celebs, thought leaders
    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.
    ADD: Best Buy anecdote – Ilana computer purchase
  • 152 million+: total number of blogs
    1.4 million: number of blog posts per day
    57 million: number of US users who read blogs daily
    6%: percentage of the entire US population write blogs
    53.3%: percentage of bloggers who are 21-35 years old
    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.
  • Flickr photo:
  • Flickr photo:
  • Last stat:
  • Photo and video!!
    150 million monthly active users – Sept 2013
    Avg no of photos per Instagram user: 40
    Purchased by Facebook
  • 70 million users – Sept 2013
  • 40 million active users – Sept 013
  • 216.3 million monthly visitors, 108.9 million blogs – Sept 2013
    Purchased by Yahoo
  • Channels: email/enewsletter, facebook, twitter, photo site (Instagram, Flickr, Picasa), Pinterest, YouTube, location-based channels (4sq, Yelp, etc.), Vimeo, blog…etc.
  • Social media examiner survey: 3,813 participants.
    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.
    Most participants (57%) were based in the United States. Followed by Canada (9%), United Kingdom (9%) and Australia (5%).
  • * Sept-Oct 2012 survey by Vertical Response
  • Social Media 101: Understanding Social Media Channels, Demographics, and Usage

    1. 1. Social Media 101: Choosing Your Social Media Tools October 15, 2013 Presenter: Debra Askanase 1
    2. 2. 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 2
    3. 3. 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
    4. 4. 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
    5. 5. What Is Social Media? 5
    6. 6. Your website isn’t just your URL It’s your entire Social Web
    7. 7. Website
    8. 8. “…highly interactive platforms through which individuals and communities share, co-create, discuss, and modify usergenerated content.” -Wikipedia, social media definition
    9. 9. A platform for multi-person conversation
    10. 10. Organic and emergent
    11. 11. Includes viral elements
    12. 12. 12
    13. 13. 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
    14. 14. It’s really about conversations
    15. 15. Social bookmark ing Ratings Forum Blog Micro Blogging Select your best platform Social Networks Image Sharing Video Sharing Podcast Wiki
    16. 16. 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.
    17. 17. The Social Media Funnel
    18. 18. Who Uses What? Demographics, social media channel use, trends 18
    19. 19. If time spent on the internet was distilled into 24 hrs 27 percent of it would be spent on social networking and forums
    20. 20. Facebook Friendships Worldwide 9.24.13 20
    21. 21. What dominates? Images Video Shareable content
    22. 22. 22
    23. 23. Largest use demographic: Hispanic Largest age demographic: 18-29 Urban/suburban: about equal Education level: High school + Income: all about equal ocial_networking_sites_update.pdf
    24. 24. 24
    25. 25. 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 +
    26. 26. 26
    27. 27. 27
    28. 28. Social Media Channels for Business Facebook, Twitter, Blogging, LinkedIn, and Yelp 28
    29. 29. 2011 29 2012 2013
    30. 30. 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.
    31. 31. 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.
    32. 32. Facebook
    33. 33. It’s about the conversation and value-added content, not broadcasting
    34. 34. Facebook comparisons 34
    35. 35. 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
    36. 36. 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
    37. 37. Facebook’s newsfeed algorhithm
    38. 38. How often should you post?
    39. 39. Facebook contests
    40. 40. Twitter
    41. 41. It’s about RELATIONSHIPS, not broadcasting
    42. 42. 46
    43. 43. 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
    44. 44. 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
    45. 45. @AmysIceCreams
    46. 46. Twitter generosity
    47. 47. Coke Twitter contest: cause marketing
    48. 48. Twitter @redsox ticket scavenger hunt
    49. 49. 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
    50. 50. Tweetdeck (or use another – like Hootsuite)
    51. 51. Blogs
    52. 52. 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
    53. 53. 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
    54. 54. 238 million members
    55. 55. Linkedin is all about utilizing connections
    56. 56. 61
    57. 57. • Degrees of connection (get introduced) • Groups (allow all to connect with you) • Inmail (Send Linkedin message to someone you don’t know)
    58. 58. LinkedIn comparisons 63
    59. 59. 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
    60. 60. 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
    61. 61. 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
    62. 62. 67
    63. 63. 68
    64. 64. 69
    65. 65. 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
    66. 66. 100 million monthly unique users 71
    67. 67. It’s about customer service, not broadcasting 72
    68. 68. 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 – Feb 2012 Last stat:
    69. 69. Online reviews heavily affect purchase decisions
    70. 70. 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
    71. 71. 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
    72. 72. What Yelpers see
    73. 73. Create events to gather buzz
    74. 74. What’s Next? Instagram, Pinterest, short-form video, Tumblr 79
    75. 75. Instagram It’s about sharing stories, not selfies 80
    76. 76. Pinterest It’s about offering value, not selling 81
    77. 77. Vine It’s a peek into what makes your company tick, and your customers
    78. 78. Tumblr It’s about storytelling, not promotions 83
    79. 79. Which should I choose? Figuring out the right fit for your business 84
    80. 80. Social bookmark ing Ratings Forum Blog Micro Blogging Select your best platform Social Networks Image Sharing Video Sharing Podcast Wiki
    81. 81. Business survey: Weekly time commitment 86
    82. 82. Time and social media channels used 87
    83. 83.
    84. 84.
    85. 85.
    86. 86.
    87. 87. What are your next action steps? Which channels will you choose?
    88. 88. Thank you! Email: Website: Blog: Linkedin: Twitter: @askDebra Other slides: Telephone: (617) 682-2977