Mastering Social MediaAlyssa GardinaWeber Shandwick
PART ONEGETTING TO KNOW YOU
FIRST…A SHOW OF HANDS•   Twitter?•   Facebook?•   Blogging?•   Anything else?
WHAT WE’LL COVER   •   Social media 101   •   Key social networks   •   Brands on social media   •   Crisis communications...
PART TWOSOCIAL MEDIA 101
social mediais transforming theway we communicate the old model     – we broadcast, you listen the new model     – listen ...
social media use has increased          in the US since 2006                                 356%91%                      ...
Every minute of the day:• 100,000 tweets are sent• 684,478 pieces of content are shared on Facebook• 2 million search quer...
Consumers are connecting with brandsvia social channels     55%                  80%                  79% of users on soci...
FACEBOOKFacebook is the #1 global social  networking platform with over     1 billion active members  Facebook’s platform ...
TWITTERTwitter is a micro-blog that allowsusers to make condensedmessages made up of 140characters or less to other users....
YOUTUBEYouTube is world’s most popular   video sharing service, with    over 2.9 trillion minutes of      video uploaded l...
FLICKRFlickr is an online photomanagement and sharingservice with over 75 millionusers worldwide.Flickr’s platform allows ...
BLOGS   Blogs are sites consisting of  posts (or entries) displayed in   reverse chronological order.     There are an est...
GOOGLE+Google+ is a social networkingservice from Google, whichcurrently has 135 million activeusers around the world.Goog...
PINTERESTPinterest is a virtual pinboard,   where users can organize and   share links and photos from   across the web. P...
INSTAGRAMInstagram is an online photo-sharing and editing service withover 90 million active usersposting 40 million photo...
FOURSQUAREFoursquare is a location-based  social networking service that  allows users to “check-in” at  locations with th...
FORUMSForums, or online discussionboards, were the first form ofsocial media. Over 300 millionInternet users access forums...
PART THREEBRANDS AND SOCIAL MEDIA
Listen      Broadcast     Engage  Share                     Handle             Build a BasePromotions                  Cri...
Listen
Broadcast
Engage
Share Promotions
Build a Base
Handle Crises
PART FOURCRISIS COMMUNICATIONS
WHAT NOT TO DO
WHAT NOT TO DO
WHAT NOT TO DO
WHAT NOT TO DO
WHAT NOT TO DO
WHAT TO DO• Be prepared• Take a deep breath• Use common sense• Play as a team• Be transparent• Stay on message
WHAT TO DO
WHAT TO DO
WHAT TO DO
WHAT TO DO
PART FIVEMEASURING ROI
KEY METRICS• Engagement   • Likes   • Comments   • Replies   • Favorites• Audience   • Likes   • Followers   • Circlers   ...
ENGAGEMENT
AUDIENCE
REFERRAL TRAFFIC
PART THREERESOURCES AND GETTING STARTED
RESOURCES• Facebook for Business• Twitter for Business• Blogs:    • Mashable    • TechCrunch    • ReadWriteWeb    • Social...
GETTING STARTED• Listen up• Choose wisely• Prepare the basics:   • Branding   • Content ideas   • Who owns it?
CONTACT MEAlyssa Gardinaagardina@webershandwick.com@agardina
Mastering Social Media - Alyssa Gardina
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  • 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
  • http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/
  • http://www.slideshare.net/InSitesConsulting/social-media-around-the-world-2012-by-insites-consulting
  • 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!
  • Mastering Social Media - Alyssa Gardina

    1. 1. Mastering Social MediaAlyssa GardinaWeber Shandwick
    2. 2. PART ONEGETTING TO KNOW YOU
    3. 3. FIRST…A SHOW OF HANDS• Twitter?• Facebook?• Blogging?• Anything else?
    4. 4. WHAT WE’LL COVER • Social media 101 • Key social networks • Brands on social media • Crisis communications • Measuring ROI • Resources
    5. 5. PART TWOSOCIAL MEDIA 101
    6. 6. social mediais transforming theway 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. 7. social media use has increased in the US since 2006 356%91% of adults use social media regularly
    8. 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. 9. Consumers are connecting with brandsvia 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. 10. FACEBOOKFacebook 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. 11. TWITTERTwitter is a micro-blog that allowsusers to make condensedmessages made up of 140characters or less to other users.The network currently has over200 million monthly active users.Twitter’s platform allows users toshare links, pictures, videos andnews.
    12. 12. YOUTUBEYouTube 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. 13. FLICKRFlickr is an online photomanagement and sharingservice with over 75 millionusers worldwide.Flickr’s platform allows users topublish and organize their photosand video, and share this contentwith friends, family and othersocial networks.
    14. 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. 15. GOOGLE+Google+ is a social networkingservice from Google, whichcurrently has 135 million activeusers around the world.Google+’s platform allows usersto segment their networkconnections into groups calledCircles, video chat with friendsand family via Hangouts andshare photos, videos and links.
    16. 16. PINTERESTPinterest 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. 17. INSTAGRAMInstagram is an online photo-sharing and editing service withover 90 million active usersposting 40 million photos a day.Instagram allows users to uploador take a photo with theirsmartphone or tablet, apply filtersto it and share it with their socialnetworks and friends.
    18. 18. FOURSQUAREFoursquare 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. 19. FORUMSForums, or online discussionboards, were the first form ofsocial media. Over 300 millionInternet users access forumseach month.Forums allow users to holdconversations with postedmessages, which are organizedinto threads.
    20. 20. PART THREEBRANDS AND SOCIAL MEDIA
    21. 21. Listen Broadcast Engage Share Handle Build a BasePromotions Crises
    22. 22. Listen
    23. 23. Broadcast
    24. 24. Engage
    25. 25. Share Promotions
    26. 26. Build a Base
    27. 27. Handle Crises
    28. 28. PART FOURCRISIS COMMUNICATIONS
    29. 29. WHAT NOT TO DO
    30. 30. WHAT NOT TO DO
    31. 31. WHAT NOT TO DO
    32. 32. WHAT NOT TO DO
    33. 33. WHAT NOT TO DO
    34. 34. WHAT TO DO• Be prepared• Take a deep breath• Use common sense• Play as a team• Be transparent• Stay on message
    35. 35. WHAT TO DO
    36. 36. WHAT TO DO
    37. 37. WHAT TO DO
    38. 38. WHAT TO DO
    39. 39. PART FIVEMEASURING ROI
    40. 40. KEY METRICS• Engagement • Likes • Comments • Replies • Favorites• Audience • Likes • Followers • Circlers • Subscribers• Referral traffic
    41. 41. ENGAGEMENT
    42. 42. AUDIENCE
    43. 43. REFERRAL TRAFFIC
    44. 44. PART THREERESOURCES AND GETTING STARTED
    45. 45. RESOURCES• Facebook for Business• Twitter for Business• Blogs: • Mashable • TechCrunch • ReadWriteWeb • Social Media Explorer
    46. 46. GETTING STARTED• Listen up• Choose wisely• Prepare the basics: • Branding • Content ideas • Who owns it?
    47. 47. CONTACT MEAlyssa Gardinaagardina@webershandwick.com@agardina

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