6. social media
is transforming the
way we communicate
the old model
– we broadcast, you listen
the new model
– listen first.
– dialogue is at the core of the consumer /
brand relationship
6
7. social media use has increased
in the US since 2006
356%
91% of adults use social media regularly
8. Every minute of the day:
• 100,000 tweets are sent
• 684,478 pieces of content are shared on Facebook
• 2 million search queries are made on Google
• 48 hours of video are uploaded to YouTube
• 47,000 apps are downloaded from the App Store
• 3,600 photos are shared on Instagram
• 571 websites are created
• $272,000 is spent by consumers online
9. Consumers are connecting with brands
via social channels
55% 80% 79%
of users on social of users prefer to of users are more
networks are connect with likely to
connected to brands through recommend a
brands Facebook brand they follow
10. FACEBOOK
Facebook is the #1 global social
networking platform with over
1 billion active members
Facebook’s platform connects
users through a real-time
newsfeed to view company
and user updates and sharing
capabilities for posts, photos
and videos.
11. TWITTER
Twitter is a micro-blog that allows
users to make condensed
messages made up of 140
characters or less to other users.
The network currently has over
200 million monthly active users.
Twitter’s platform allows users to
share links, pictures, videos and
news.
12. YOUTUBE
YouTube is world’s most popular
video sharing service, with
over 2.9 trillion minutes of
video uploaded last year.
YouTube’s media sharing
platform allows users to
upload their own content and
view, share and comment on
other users’ videos.
13. FLICKR
Flickr is an online photo
management and sharing
service with over 75 million
users worldwide.
Flickr’s platform allows users to
publish and organize their photos
and video, and share this content
with friends, family and other
social networks.
14. BLOGS
Blogs are sites consisting of
posts (or entries) displayed in
reverse chronological order.
There are an estimated 31
million bloggers in the U.S.
alone.
Blogs can be maintained by one
author or by a group. Users
can read blog content,
subscribe to updates,
comment on posts and share
links with their social networks.
15. GOOGLE+
Google+ is a social networking
service from Google, which
currently has 135 million active
users around the world.
Google+’s platform allows users
to segment their network
connections into groups called
Circles, video chat with friends
and family via Hangouts and
share photos, videos and links.
16. PINTEREST
Pinterest is a virtual pinboard,
where users can organize and
share links and photos from
across the web. Pinterest
currently has over 25 million
users.
Pinterest’s platform allows users
to post Pins, which include a
photo and a link to another
website. Users can also like,
comment and share Pins
posted by other users.
17. INSTAGRAM
Instagram is an online photo-
sharing and editing service with
over 90 million active users
posting 40 million photos a day.
Instagram allows users to upload
or take a photo with their
smartphone or tablet, apply filters
to it and share it with their social
networks and friends.
18. FOURSQUARE
Foursquare is a location-based
social networking service that
allows users to “check-in” at
locations with their mobile
device. The service has over
30 million users, who have
checked in over 3 billion times.
Foursquare’s platform allows
users to share their locations,
earn points for each check-in
and unlock rewards, such as
badges and specials.
19. FORUMS
Forums, or online discussion
boards, were the first form of
social media. Over 300 million
Internet users access forums
each month.
Forums allow users to hold
conversations with posted
messages, which are organized
into threads.
Quick bio:Non-profit and agencyCurrently work for Weber Shandwick on RadioShack and the U.S. ArmyClients from Wendy’s franchisees to a local architecture firmStrategy, community management and trend tracking
Product launches – sell sports memorabilia? Tweet about baseball!
Product launches – sell sports memorabilia? Tweet about baseball!
Product launches – sell sports memorabilia? Tweet about baseball!
Listen – track conversations about their company, competitors and industryCan be done manually or using a listening programOngoing or on a one-off basisProvides opportunities to engage, resolve customer issues, make changes to products or change strategy based on trends
Broadcast – share marketing and product messages on social channelsShould be integrated with another approach, as users don’t respond well to solely broadcast messages on social channelsTends to disappear into the clutter
Engage – talk one-on-one with consumers to resolve issues, learn more about their needsWorks differently on each social network, from likes and comments on Facebook to @ replies on TwitterCan provide good value, but takes time and effort
Promote/share information – share interesting content and special offers/promotionsTechnology allows for developing custom applications on different websites and networksExamples:Facebook appsMicrositesFoursquare specials
Build loyalty
Build loyalty
More info: http://techcrunch.com/2012/07/20/epic-insensitivity-nra-and-celebboutique-cause-uproar-over-aurora-tweets/
More info: http://techcrunch.com/2012/07/20/epic-insensitivity-nra-and-celebboutique-cause-uproar-over-aurora-tweets/
More info: http://www.forbes.com/sites/kashmirhill/2012/01/24/mcdstories-when-a-hashtag-becomes-a-bashtag/Last Thursday, we planned to use two different hashtags during a promoted trend – #meetthefarmers and #mcdstories.While #meetthefarmers was used for the majority of the day and successful in raising awareness of the Supplier Stories campaign, #mcdstories did not go as planned. We quickly pulled #mcdstories and it was promoted for less than two hours.Within an hour of pulling #McDStories the number of conversations about it fell off from a peak of 1600 to a few dozen. It is also important to keep those numbers in perspective. There were 72,788 mentions of McDonald's overall that day so the traction of #McDStories was a tiny percentage (2%) of that.
More information: http://pricechopperfail.tumblr.com/post/1156969465/price-chopper-attacks-customers-job-over-negative-tweet After receiving this complaint, Price Chopper’s public relations team did the unthinkable — they contacted the customer’s employer (which was mentioned in the individual’s twitter bio) requesting disciplinary action be taken against the individual for their negative post!
More information: http://pricechopperfail.tumblr.com/post/1156969465/price-chopper-attacks-customers-job-over-negative-tweet After receiving this complaint, Price Chopper’s public relations team did the unthinkable — they contacted the customer’s employer (which was mentioned in the individual’s twitter bio) requesting disciplinary action be taken against the individual for their negative post!
Alec Baldwin tweets about being removed from an American Airlines flight. 2,722 people retweet. Buzz reaches 5M people in minutes.AA publishes response to Baldwin on Facebook and Twitter. The Facebook message reaches 75,729 people via 6,534 likes and 1,261 shares. The tweetis retweeted 355 times.With a social defense strategy in place, AA Social Media was prepared to respond quickly— and the public noticed
Alec Baldwin tweets about being removed from an American Airlines flight. 2,722 people retweet. Buzz reaches 5M people in minutes.AA publishes response to Baldwin on Facebook and Twitter. The Facebook message reaches 75,729 people via 6,534 likes and 1,261 shares. The tweetis retweeted 355 times.With a social defense strategy in place, AA Social Media was prepared to respond quickly— and the public noticed
Alec Baldwin tweets about being removed from an American Airlines flight. 2,722 people retweet. Buzz reaches 5M people in minutes.AA publishes response to Baldwin on Facebook and Twitter. The Facebook message reaches 75,729 people via 6,534 likes and 1,261 shares. The tweetis retweeted 355 times.With a social defense strategy in place, AA Social Media was prepared to respond quickly— and the public noticed
Alec Baldwin tweets about being removed from an American Airlines flight. 2,722 people retweet. Buzz reaches 5M people in minutes.AA publishes response to Baldwin on Facebook and Twitter. The Facebook message reaches 75,729 people via 6,534 likes and 1,261 shares. The tweetis retweeted 355 times.With a social defense strategy in place, AA Social Media was prepared to respond quickly— and the public noticed
Product launches – sell sports memorabilia? Tweet about baseball!
Listen up – start a personal account or just take a look at what’s out thereChoose what fits best – you don’t have to be on every networkBefore you launch a company page, make sure you have in place:Branding (profile picture, cover photo)Content ideas (at least a few a week for a month)Designated owner for any questions
Product launches – sell sports memorabilia? Tweet about baseball!
