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Social Media for Marketers

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  • 1. Social Media for MarketersWendy FeltonSocial Media ManagerLubin School of Business
  • 2. Lets start with the basics.● What is social media?● What do you use social media for?● What brands do you follow on social media, and why?● Whats unique about social media as a communications tool?
  • 3. Social media explained.
  • 4. Why does social media matter?
  • 5. Lets do the math.About 75% of adults worldwide are online.In the U.S. on any given day, 66% of adult internet usersvisit a social media site.● 12% of online adults say they use Pinterest● 12% use Instagram● 5% use Tumblr● 66% use Facebook● 20% use LinkedIn● 16% use Twitter
  • 6. Add two more factors. Reputation + Trust
  • 7. What does that add up to? ● One billion monthly active users as of October 2012 ● 584 million daily active users on average in September 2012 ● 604 million monthly active users who used Facebook mobile as of September 30, 2012 ● Over 100 million active users, 50% of whom sign in daily ● Over 250 million tweets are posted daily ● Significantly more female Twitter users than male ● Statistics show that Twitter can be as addictive as smoking
  • 8. Keep adding. ● More than 187 million members in over 200 countries and territories ● 63% of LinkedIn members are located outside of the United States ● LinkedIn members did nearly 4.2 billion professionally-oriented searches on the platform in 2011 and are on pace to surpass 5.3 billion in 2012 ● Over 800 million unique users visit YouTube each month ● Second most-popular search engine behind Google ● More than a million advertisers using Google ad platforms ● 500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute ● Clicks on the like and dislike button have doubled since 2011, with 10 times as many likes
  • 9. But whats the ROI?
  • 10. Numbers arent the whole story. "There are three kinds of lies: lies, damned lies, and statistics." —Mark Twain
  • 11. Be organic.
  • 12. Have a vision.Eyewear company Warby Parker sends customers several pairs of frames totry on risk-free, then encourages them to post photos to their Facebook page.Voilà! A fully integrated, never-ending stream of user-generated content—andeasily quantifiable interaction statistics.
  • 13. Use these tools, too.SentimentTools like SocialMention or TweetFeel will help you sort whether mentions of your brand are positive ornegative. Services like Vitrue can tell you where and how your brand is being talked about.Influence ScoresKlout uses a proprietary algorithm to score your social media interactions across multiple networks.
  • 14. Lets look at some case studies.Factors to consider:1. What are the unique risks of social media?2. What are the unique benefits of social media?3. What does social media reveal about a company thattraditional forms of marketing would not?4. Is social media sufficiently integrated with the companysoverall structure and strategy?
  • 15. KitchenAid USADuring the first presidential debate in October, appliancebrand KitchenAid USA weighed in on Twitter.
  • 16. KitchenAid USAWhen President Obama mentioned his grandmother,KitchenAid responded.
  • 17. KitchenAid USAThe company quickly deleted the tweet and apologized.
  • 18. KitchenAid USA
  • 19. KitchenAid USAKitchenAid took dramaticaction to reclaim theirbrand name—and itworked. Because theyacted so swiftly, moststories about the erranttweet included both theapology and a statementfrom their rep.
  • 20. NetflixLast fall, Netflix decided to spin off its home DVD deliverybusiness into a separate company.
  • 21. NetflixSurprise! Netflix didnt own the Qwikster handle on Twitter.This guy did.
  • 22. NetflixA massive uproar spread quickly across social media, andNetflix eventually backtracked. RIP, Qwikster.
  • 23. #nbcfailNBCs tape-delayed coverage of the 2012 SummerOlympics was a hot topic on social media.
  • 24. #nbcfailThe Opening Ceremonies were hugely social. 140K public Facebook comments + 4.86 million Twitter comments = More social than the 2012 Super Bowl, the 2012 Grammys, the 2012 Oscars, the 2012 Golden Globes, and all seven games of the 2011 World Series combined.
  • 25. #nbcfail
  • 26. #nbcfailOn the day of the Opening Ceremonies, therewere 212 #nbcfail tweets.Two days later, there were 20,000.
  • 27. #nbcfail
  • 28. #nbcfailVivian Schiller, Chief Digital Officer for NBCNews and MSNBC, weighed in.
  • 29. #nbcfailSo were NBCs ratings affected?
  • 30. #nbcfailNBC stuck to its strategy—and it paid off. Viewers had fewalternatives, so the network didnt need to shift its plans.
  • 31. #nbcfailBut the internet never forgets.
  • 32. What are our takeaways?
  • 33. Be transparent.Communicate clearly and regularly about outcomes—andabout processes.
  • 34. Be nimble.Have a Plan B in place, and know when to cut your losses.
  • 35. Keep your eye on the ball.Sometimes you have to stand by your strategy, even in theface of a backlash.
  • 36. Listen up!Customers will tell you what they want. Pay attention.
  • 37. Whats next? "Roads? Where were going, we dont need roads." —Doc Brown in Back to the Future
  • 38. Content is king.All companies are media companies now. Compellingcontent builds brand engagement and loyalty.
  • 39. Share and share alike.Social sharing should align with business models andmarketing plans—it will play an increasingly key role indetermining a companys success.
  • 40. Win, lose, or draw.Gamification turns everyday activities into contests withmultiple marketing opportunities for companies.
  • 41. Food for thought.
  • 42. The bottom line.
  • 43. Questions?
  • 44. Thanks!Wendy Feltonwfelton@pace.edulinkedin.com/in/wendyfeltonslideshare.net/LubinSchoolofBusiness @lubinbschool /lubinschool

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