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What To Know About Starting in Social Media

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This presentation is newly updated for May 2013 with the latest statistics and insight needed to begin a career in social media marketing, includes examples and case studies as well as information …

This presentation is newly updated for May 2013 with the latest statistics and insight needed to begin a career in social media marketing, includes examples and case studies as well as information about social media culture and customer expectations.

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  • 1. #smforhiWelcome toIntroductiontoSocialMediaTaraCoomansChief Brainstormer,Akamai MarketingPast President,Current BODMemberSocial Media ClubHawaii(SMCHI)Thursday, May 30, 2013
  • 2. Social Media DictionarySocial Media: Opt-In, multiple participant, multi-media, multi-directional, digital communicationPlatforms: The environments which enable socialmedia. Facebook, Twitter, Instagram, BloggerEngagement: Any interaction on a digitalplatform. Conversation, clicks, comments sharingby a communityHashtag: #preceding a word or phrase. Helpswith search, context and saves space.Thursday, May 30, 2013
  • 3. What’s theBIGDeal?Thursday, May 30, 2013
  • 4. Thursday, May 30, 2013
  • 5. Social Media UshersinCultureChangeThursday, May 30, 2013
  • 6. Thursday, May 30, 2013
  • 7. Customer-Centric.Community Contingent.Transparency.Thursday, May 30, 2013
  • 8. Thursday, May 30, 2013
  • 9. Social Media is Mainstream NowGenY now outnumbers BabyBoomers...96%ofthem havejoined asocialnetworkThursday, May 30, 2013
  • 10. Social Media is Mainstream NowThursday, May 30, 2013
  • 11. What is Social Media CultureThursday, May 30, 2013
  • 12. What is Social Media CultureDiverse:not limited to geography,race, culture or other traditionalcommunication constraints.Thursday, May 30, 2013
  • 13. What is Social Media CultureHuman: reflection of participants.imperfect.Thursday, May 30, 2013
  • 14. What is Social Media CultureOpen: sharing is encouraged.collaboration. crowd sourcing.Thursday, May 30, 2013
  • 15. What is Social Media CultureTransparent: disclosure. honesty.Thursday, May 30, 2013
  • 16. What is Social Media CultureEvolving: disruptive and emergingenvironments and technologies.Thursday, May 30, 2013
  • 17. What is Social Media CultureTribal:people with commoninterests and beliefs tend togather.Thursday, May 30, 2013
  • 18. What is Social Media CultureThursday, May 30, 2013
  • 19. How Has SM Impacted Our CultureCommunication RevolutionThursday, May 30, 2013
  • 20. How Has SM Impacted Our CultureCommunication RevolutionGovernments Week before Mubarak’sresignation: 230,000 tweets/dayfrom Egypt (up from 2,300/day)Thursday, May 30, 2013
  • 21. How Has SM Impacted Our CultureCommunication RevolutionGovernmentsCustomers who engage withcompanies via social mediaspend 20%-40% more thanthose company’s othercustomers - Bain & Company Report: Putting Social Media to WorkRevenueThursday, May 30, 2013
  • 22. How Has SM Impacted Our CultureCommunication RevolutionGovernmentsCustomer ServiceRevenueSocial Media users who havegreat customer service tell anaverage of 42people..compared to 9 forsocial media absentees.Thursday, May 30, 2013
  • 23. How Has SM Impacted Our CultureCommunication RevolutionGovernmentsCustomer ServiceRevenueBigger Circle of Trust 90% trustrecommendations frompeople they know- Media Bistro: http://www.mediabistro.com/alltwitter/future-social-customer_b22111Thursday, May 30, 2013
  • 24. How Has SM Impacted Our CultureCommunication RevolutionGovernmentsCustomer ServiceCause AwarenessRevenueBigger Circle of Trust81% of Arts OrganizationsSay Internet & DigitalTechnologies “VeryImportant” to PromotingArts http://www.pewinternet.org/Reports/2013/Arts-and-technology/Summary-of-Findings.aspxThursday, May 30, 2013
  • 25. How Has SM Impacted Our CultureCommunication RevolutionGovernmentsCustomer ServiceCause AwarenessNewsRevenueBigger Circle of TrustPakistani computer programmertweets about 1AM helicopterabove Abbittabad..turns out tobe 1st report of attack on binLaden’s compound. -Mashable http://mashable.com/2012/02/12/whitney-houston-twitter/Thursday, May 30, 2013
  • 26. How Has SM Impacted Our CultureCommunication RevolutionGovernmentsCustomer ServiceCause AwarenessNewsRevenueBigger Circle of TrustDisastersThursday, May 30, 2013
  • 27. How Has SM Impacted Our CultureCommunication RevolutionGovernmentsCustomer ServiceCause AwarenessNewsRevenueBigger Circle of TrustDisasters Hurricane Sandy, #hitsunamiThursday, May 30, 2013
  • 28. Thursday, May 30, 2013
  • 29. Thursday, May 30, 2013
  • 30. of online adults use social media regularly- Experian http://www.experian.com/simmons-research/register-2012-digital-marketer.html91%Thursday, May 30, 2013
  • 31. Social Media Is About People!Main Street, USAThursday, May 30, 2013
  • 32. Who is theSocial MediaConsumer?Thursday, May 30, 2013
  • 33. Thursday, May 30, 2013
  • 34. Demographics-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/Thursday, May 30, 2013
  • 35. Demographics-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/Womenoutnumber men onsocial media.Thursday, May 30, 2013
  • 36. Demographics-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/Womenoutnumber men onsocial media.Thursday, May 30, 2013
  • 37. Demographics-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/Womenoutnumber men onsocial media.Half of All Google+Users Are Under 25http://www.imediaconnection.com/content/32712.aspThursday, May 30, 2013
  • 38. Demographics-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/Womenoutnumber men onsocial media.Half of All Google+Users Are Under 25http://www.imediaconnection.com/content/32712.aspThursday, May 30, 2013
  • 39. Demographics-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/Womenoutnumber men onsocial media.Half of All Google+Users Are Under 25http://www.imediaconnection.com/content/32712.aspAustralia, India,Indonesia,Malaysia,Philippines,Singapore andThailand PreferFacebookhttp://thenextweb.com/socialmedia/2011/09/17/social-media-in-asia-pacific-its-big-and-facebook-dominates/Thursday, May 30, 2013
  • 40. What are people they using?Go where yourtribe is.What works foryou?What inspiresyour customers?Thursday, May 30, 2013
  • 41. Reads OnlyEbooksLoves FarmersMarketsJack RussellTerrier OwnerWanna-beWorldTravelerDrinks Wine.Lots of Wine.AuntieDiver.Kayaker.Beacher.Sushi Snob Biz OwnerCommunityCheerleaderThursday, May 30, 2013
  • 42. How are consumers using socialmedia?source: http://www.slideshare.net/ricardodepaula/social-brand-experience?ref=http://wearesocial.net/blog/2012/01/consumers-social/Thursday, May 30, 2013
  • 43. What docustomerswant?Thursday, May 30, 2013
  • 44. What docustomerswant?Customer service:answers within 24 hoursThursday, May 30, 2013
  • 45. What docustomerswant?Customer service:answers within 24 hoursTo be special: offers &discounts, experiencesThursday, May 30, 2013
  • 46. What docustomerswant?Customer service:answers within 24 hoursTo be special: offers &discounts, experiencesInformation: reviews &rankingThursday, May 30, 2013
  • 47. What docustomerswant?Customer service:answers within 24 hoursTo be special: offers &discounts, experiencesInformation: reviews &rankingIn the loop: newproducts & servicesThursday, May 30, 2013
  • 48. What docustomerswant?Customer service:answers within 24 hoursTo be special: offers &discounts, experiencesInformation: reviews &rankingIn the loop: newproducts & servicesStand out:contribute todesigns, campaignsThursday, May 30, 2013
  • 49. What docustomerswant?Customer service:answers within 24 hoursTo be special: offers &discounts, experiencesInformation: reviews &rankingIn the loop: newproducts & servicesStand out:contribute todesigns, campaignsInspiration: emotionalresponses.Thursday, May 30, 2013
  • 50. How arebusinessesusing Social Media?And...do users care?Thursday, May 30, 2013
  • 51. What kinds of businesses are usingsocial media?Thursday, May 30, 2013
  • 52. What kinds of businesses are usingsocial media?Fortune 500adopting...Thursday, May 30, 2013
  • 53. What kinds of businesses are usingsocial media?Fortune 500adopting...Thursday, May 30, 2013
  • 54. What kinds of businesses are usingsocial media?Fortune 500adopting...Small businessadopting..slowly.Medium businessleading theway..slowly.Thursday, May 30, 2013
  • 55. The disconnect76% of Marketers Believe They“Know What Their ConsumersWant.”Only 34% Have Actually AskedThemhttp://trends.e-strategyblog.com/2012/09/07/how-social-consumers-see-it-vs-how-social-maketers-see-it-infographic/3609Thursday, May 30, 2013
  • 56. The disconnect76% of Marketers Believe They“Know What Their ConsumersWant.”Only 34% Have Actually AskedThemhttp://trends.e-strategyblog.com/2012/09/07/how-social-consumers-see-it-vs-how-social-maketers-see-it-infographic/3609Thursday, May 30, 2013
  • 57. What DON’T they like?Thursday, May 30, 2013
  • 58. What DON’T they like?Thursday, May 30, 2013
  • 59. What DON’T they like?Thursday, May 30, 2013
  • 60. Everything You Need ToKnow..You Learned inKindergartenThursday, May 30, 2013
  • 61. Top Concerns forBusiness in Social MediaEvolving Legal LandscapeEvaluating Return on InvestmentData Retention/Liberation onPlatformsCulture Shift Internal/ExternalCHANGEThursday, May 30, 2013
  • 62. Bio BreakImage from: http://engtechmag.wordpress.com/tag/ipod/Thursday, May 30, 2013
  • 63. The PlatformsThursday, May 30, 2013
  • 64. What’s Twitter?Thursday, May 30, 2013
  • 65. What’s Twitter?“Microblogging”Easy to connect withnew peopleFast Moving“Open” ConnectionsTVLive EventsNewsThursday, May 30, 2013
  • 66. Thursday, May 30, 2013
  • 67. Thursday, May 30, 2013
  • 68. Thursday, May 30, 2013
  • 69. What’s Facebook?1.01Billion Monthly Users (Tech Crunch September 2012)81% of Active Users Outside of USAAd-based social networkGraph SearchEdgeRankThursday, May 30, 2013
  • 70. What kinds of businesses are usingsocial media?Thursday, May 30, 2013
  • 71. What kinds of businesses are usingsocial media?Businesses with CustomersThursday, May 30, 2013
  • 72. Thursday, May 30, 2013
  • 73. Thursday, May 30, 2013
  • 74. Thursday, May 30, 2013
  • 75. Thursday, May 30, 2013
  • 76. Location-BasedTravelRetailLoyaltyCommunityThursday, May 30, 2013
  • 77. What’s Pinterest?10.4 Million UsersDigital Bulletin BoardImage BasedFashionArtTravelThursday, May 30, 2013
  • 78. Thursday, May 30, 2013
  • 79. Thursday, May 30, 2013
  • 80. Thursday, May 30, 2013
  • 81. Thursday, May 30, 2013
  • 82. What’s Google+?Thursday, May 30, 2013
  • 83. What’s Google+?100 Million Active Monthly Users“Circles” = Relevant SharingVideo Chat w/ Up to 10 pplPower SearchUses Hashtags"On-Air" Live & Recorded Presentations,DemonstrationsPlays with YouTubeCommunitiesNo ads!Thursday, May 30, 2013
  • 84. Google+ Circles and ProfilesThursday, May 30, 2013
  • 85. Google+ Circles and ProfilesThursday, May 30, 2013
  • 86. Google+ Circles and ProfilesThursday, May 30, 2013
  • 87. What is Instagram?Photo Application for Smart PhonesEasy Sharing on Social NetworksUses HashtagsGains a new user every SECOND90 Million Users (January 2013, Inside Facebook)EventsRestaurantsThursday, May 30, 2013
  • 88. Thursday, May 30, 2013
  • 89. Thursday, May 30, 2013
  • 90. Thursday, May 30, 2013
  • 91. Thursday, May 30, 2013
  • 92. Thursday, May 30, 2013
  • 93. Two Social MediaCertaintiesIt’s Here toStayIt’s Going toChangeThursday, May 30, 2013
  • 94. livedemoThursday, May 30, 2013

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