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BSM class three summer 2012

BSM class three summer 2012

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  • -Hashtags are a community-driven convention for adding additional context and metadata to your tweets. They’re like tags on Flickr, only added inline to your post. You create a hashtag simply by prefixing a word with a hash symbol: #hashtag.
  • -Tweets with hashtags get twice the engagement of those without, yet only 24% of tweets during the time of the study used them. -Using one or even two hashtags in a tweet is fine, but if you add a third, you’ll begin to see an average 17% dropoff in engagement. -Posts with images have double the engagement of those without even though users can’t see them until they click on them. -If you ask followers to “RT,” you’ll get a 12X higher retweet rate than if you don’t. But if you spell out the word “retweet,” that figure jumps to 23X.
  • -“tweet spot” for the number of tweets per day appears to be four -Twitter engagement rates for brands are 17% higher on Saturday and Sunday compared to weekdays. However, most brands aren’t taking advantage of this phenomenon and, on average, only 19% of the brands’ tweets were published on the weekend. -tweets published during “busy hours” performed best. Tweets during such hours, defined as between 8 a.m. and 7 p.m. in the study, got 30% higher engagement rates than those those that occurred after-hours. Twitter’s performance in this respect is the mirror image of Facebook, where posts on “non-busy hours” get 17% higher engagement. Let’s talk about FB
  • http://www.greenbuzzagency.com/how-the-heck-do-i-start-building-a-social-media-marketing-strategy

Transcript

  • 1. Session III: Beginning Social MediaProfessional Certificate in Digital & Social MediaInstructor: Yadira Galindo galindoyadira@gmail.com 1
  • 2. Session III Overview 2
  • 3. Session I & II Review• Social media will help you enhance your onlinebrand and expand your reach• Develop a social media strategy and protocols• Engage your audience; communicate, don’t talk to them• Your profile is your first impression, design it wisely• Pinterest 101: Fastest growing social network ever; mostly women; very visual• Google+ 101: The fourth attempt to create a social network; slow to catch on but has great features like Circles and Hangout; good SEO potential• YouTube 101: Second largest search engine behind Google Search; 4 billion hours of YouTube viewed monthly• Facebook 101: Features personal accounts, Groups and company pages; share photos, video and text 3
  • 4. Social Media 101: Twitter • Think of Twitter as a mini-blog. Or, to be more exact, a micro-blog. • Allows users to send text-based updates called tweets, up to 140 characters long. • Over 140 million active users as of 2012 generate over 340 millions tweets daily.Twitter was founded • Service is public by default and it isin March 2006, but far more accessed by mobile devicesoared in popularity than by desktop.after 2007 SXSW. • Demographic is older, newer to socialMore on Wikipedia. media. Also, slightly more women. 8
  • 5. Social Media 101: Twitter From The 5 Stages Of “Getting” Twitter 10
  • 6. Social Media 101: Twitter Stage 1 – Denial (“Twitter is a waste of time.”) Stage 2 – Anger (“Why would I care about what people are having for breakfast?”) Stage 3 – Bargaining (“I’m only signing up because my friends are on there.”) Stage 4 – Depression (“It doesn’t make any sense.”) Stage 5 – Acceptance (“I get it!”) From The 5 Stages Of “Getting” Twitter 11
  • 7. Social Media 101: TwitterStage 5 – Acceptance (“I get it!”)Many people don’t get to this stage, abandoning their Twitteraccounts somewhere between bargaining and depression. But forthose that do it’s totally worth it. They keep plugging away, keepreading, keep learning, keep asking questions and keep doing it.Suddenly, the light bulb goes on. Nobody can tell you what Twitteris, because Twitter isn’t any one thing. You have to find out foryourself. Then, suddenly, it’s your Twitter. You own it. You shapeit. And you get it. It’s a beautiful moment. And often those whowere the most resistant, and the most critical, become the biggestevangelists. -- From The 5 Stages Of “Getting” Twitter 12
  • 8. Social Media 101: Twitter Anatomy of Twitter 9
  • 9. Social Media 101: TwitterWhy should I use it? Finding my Twitter voice1. Micro-blogging 1. @Replies2. Quick answers 2. Retweets3. Finding a job 3. Blog Posts4. Text-meets-conference call 4. “As-It-Happens” Updates 5. Photos5. Venting (Keep it clean) 6. Questions6. Keeping up with your team 7. Answers7. Movie, restaurant reviews 8. Maladies8. Political, social causes 9. Celebrations 10. Digital small talk 13
  • 10. Social Media 101: Twitter Do: Be helpful. Be relevant. Engage. Share. Don’t: Be annoying. TWEET IN CAPS! Brag or over-promote you/your company. Be toxic. Be illiterate. Whine. 14
  • 11. Social Media 101: LinkedIn • The world’s largest professional social network. • Finally, there’s an (iPad) app for it! LinkedIn has 150 million users, and the iPad is the fastest growing device on the network. More than 22% of LinkedIn traffic comes from mobile devices; a year ago, that figure was 8%. (Mashable)Launched in May • Most popular industries: Tech, Finance,2003, LinkedIn’s Manufacturing; most popular job functions:membership grows Entrepreneurship, Sales, Operationsby approximatelytwo new members • Slightly more men, and the bulk of membership are in age range of 25-54. Teensevery second. are the fastest growing group, and growing fastest in Latin America, Asia and Africa. MostMore on Wikipedia. users in U.S. while fastest growing country is Indonesia. 15
  • 12. Social Media 101: LinkedIn Anatomy of a LinkedIn Profile 15
  • 13. Social Media 101: LinkedIn LinkedIn Basics: 1.Write a dynamic headline with a summary on your profile. Use keywords. 2.Use a professional photo that makes you look serious about doing business. 3.Get rid of LinkedIn’s dynamic URL. 4.Make sure to complete your education and experience sections. Again, use keywords. 5.Proofread your profile before saving it. Your profile is a reflection of you, so you want it to look professional. 6.Is your profile public? It should be.*** 7.Ask people you know and with whom you have done business to “recommend” you. (More.) 15
  • 14. Social Media 101: LinkedIn To look like a LinkedIn Pro: 1. Completely complete your profile. 2. Add connections, and send personalized messages when doing so. 3. Join Groups. 4. Answer questions.How does the 5. Regularly update your statusaverage executiveuse LinkedIn?He or she logs on 6. Don’t ignore:anywhere from a few 1. Company Pagestimes a week to daily, is 2. Jobs Listingsa member of at least 3. Learning Centerone group, and does notpay for a premium 4. http:resume.linkedinlabs.comaccount. (More.) 15
  • 15. Managing multiple profiles Vs. Hootsuite TweetDeck 21
  • 16. Final project• Develop a social media strategy!  Define goals and objectives  Pinpoint your audience  Identify potential evangelists/super-sharers  Audit your resources (I mean really audit!)  Encourage and reward buy-in internally  Establish a social media protocol  Start using social media  Measure results• Or, present a social media analysis!  Identify an organization that participates in social media  Describe the org (target audience & message) & its social media efforts  Comment on 4 of the following: authenticity, transparency, ethics, listening/monitoring, outreach/engagement, building conversation/community, strategic planning 4