Uva Social Media Fall 09

Social Media: How to Use It By: A. Bryon Sabol Like adding a banjo player to a symphony orchestra & r ani me mp ssion sto ice Ty cu Trumpet Cu erv Email Per Tro S Di rec Ho rn m bo nts t Eve Int stom ee/ Bas ne Prom Ma et t il cti r larin so rne otion era e Cu ploy on on Inte rp C s Ha Em Obo POS te e PR Flu Dir Sec Bas on ect d Vio Bra s lin Viola ndi Advertising Sale ng s First Violin Cello Public Relations Personal Selling

Innocent Ad or Subliminally Suggestive? How would you respond to online outrage? This Flickr photo taken of a Target billboard in Times Square was viewed over 19,000 times on Flickr alone before spreading to blogs and other social media news sites.

Target’s Response Good Morning Amy, Thank you for contacting Target; unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest. Not So Good. • More people and more people are complimenting their traditional news consumption with social media sites. • The outrage spread faster. • Major news sources eventually got around to covering the online controversy. • Welcome to the 21st Century where one blog entry can create a PR disaster for your organization.

What is Social Media? • Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. • Consumer Generated Media (CGM). • Like all marketing, it’s about relationship building. Types of Social Media • Internet forums, blogs, wikis, podcasts, picture-sharing, and video. • Examples of social media applications are: ! Wikipedia (reference), ! Facebook (social networking), ! YouTube (video sharing), ! Flickr (photo sharing), ! Twitter (social networking and micro-blogging), ! Digg (social news), ! Yelp (consumer reviews), ! Del.icio.us (social bookmarking).

Types of Social Media Blogs

Blogs and Podcasts ! The most important PR tool for spreading good news about your company. ! Making it easy for people to ﬁnd you and share your information for you. ! Brand yourself as the expert in your ﬁeld. ! Highlight topics of your success and expertise. ! Increase your presence in markets you wouldn’t consider otherwise. Spreading Good News ! Company blogs promoting the good deeds of the organization. ! Highlighting popularity. ! When bad news arises, you have a collection of good news to fall back on.

Social Proﬁles • Facebook, MySpace, Twitter, Flickr,YouTube, etc. Social News Sites • Digg, Reddit,YahooBuzz.

Micro-blogging & Status Updates • Twitter, other sites. • Micro-blogs are shorter and faster than blogs. Businesses & Social Media • According to a 2009 Forrester Research survey of 1,217 business decision makers worldwide late last year, 95% use social networks to some extent. • And 53% of more than 300 marketers planned to increase social-media marketing spending this year, according to a Forrester presentation in April. • The share of Americans 18 and over online who use a social-networking service more than quadrupled to 35% in 2008 from 8% in 2005, according to Pew Internet & American Life Project. • More than 300,000 businesses — one-third of them small businesses — have a presence on Facebook. Members of its fastest-growing demographic — those 35 and older — have enormous purchasing power, a powerful incentive to marketers.

Beneﬁts of Social Networks • Social Networking allows the consumer to communicate with you in mediums they are comfortable using. • Allows the consumer to reach out to you for relationship building. • Link generation and SEO. Google and Yahoo recognizes “buzz” over the internet about websites and then rank them higher in search results. • Inbound Marketing - allow consumers who are actively searching for a product to ﬁnd you easier. • “Real time” marketing analytics and results. Who uses Social Media? Younger Older Silent G.I. Teens Gen Y Gen X All Online Boomers Boomers Generation Generation (12-17) (18-32) (33-44) Adults (45-54) (55-63) (64-72) (73+) Go Online 93% 87% 82% 79% 70% 25% 31% 74% Send Instant 68% 59% 38% 28% 23% 25% 18% 38% Messages Use Social Networking 65% 67% 36% 20% 23% 11% 4% 35% Sites (SNS) Create a SNS 55% 60% 29% 16% 9% 5% 4% 29% Profile Read Blogs 49% 43% 34% 27% 25% 23% 15% 32% Create Blogs 28% 20% 10% 6% 7% 6% 6% 11% Watch Videos 57% 72% 57% 49% 30% 24% 14% 52% Online Play Games 78% 50% 38% 26% 28% 25% 18% 35% Online Pew Internet & American Life Project, January 2009

Public Relations- Where does Social Personal Selling Overlap Media ﬁt into O C your marketing ne mu om Events Cus to Management Serv mer -T nic plan? ice o- at r s lde on Emplo O io ho ti yee-P ke nica Conta ublic Pe ne ns Sta mu ying Lobb ct r Te Se son le m m Co ar lli al ke t la lic ng ns in g Co Re Pub tio un y te licit D rS ale Pub ire ct s nti te Sa Personal Selling- Trad Ide pora les ty Exhibi r e Sales Promotion Overlap Co Sale Merchandising Sponsorship tions s IMC Placement Product Public Relations- S PO ing Advertising Overlap Cor rtising ag n Adv ck Ad io om es por Pa e ve ot ate Pr Sal rt is s in ion g ot om A Pr Internet Co On Pr dv odu er ct tis m T e- ing il & m o ect ma un -M Direct re advert sponse Dir email es ntiv ic an ising ince at y io Advertising- ns Sales Promotion Overlap How are companies using these platforms? • One-to-Many Communication • Public Relations & good news promotion • Relationship building • Customer Service • Who’s talking about you and why • Enhancing their brand presence on the Internet • Sales Promotions and Lead Generations

Public Relations • Company Facebook and Twitter pages can promote the good deeds of the organization, highlight topics of your success and expertise. • Making it easy for people to find you and share your information for you. • Brand yourself as the expert in your field. • Increase your presence in markets you wouldn’t consider otherwise. • When bad news arises, you have a collection of good news to fall back on. Search Engine Optimization & Website Traffic •Google,Yahoo, and Bing recognize the importance of websites through links, traffic, regularly updated content, and relevant content. •Organic search results have a higher click percentage than paid-per-clicks. •Social networking sites appear high in search results.

Monitor who is speaking about you & why • We can’t prevent Consumer Generated Media, but we can guide positive feedback and make it more easily available. • Twitter provides a powerful real time search results. • Create an environment for more positive feedback. When CGM Turns Bad • Companies need to know how to respond quickly and effectively. • Set up Google Alerts. • RSS Feeds of Twitter, Twitter search notiﬁcations, Blog search results.

An Example of Limiting Bad Exposure • An overzealous employee gets Room 214 accused of bullying teachers. • The story gets commented on by Kevin Rose. • Over 2,000 people see in an hour this story on Digg and Seesmic. Room 214’s Quick Response • The company responded immediately, apologizing on the sites where the bad exposure was occurring. • Almost, immediately the statements spread and people on Digg and Seesmic began sticking up for the company. • They turned bad PR into an opportunity that highlighted their company.

United Breaks Guitars • United Airlines responded poorly with customer service and on the internet. • Over 5 million saw YouTube video parody of United Breaking Guitars. Customer Service Comcast & Best Buy address issues and provide customer service through Twitter.

Event Management • Use Facebook Events, Updates, and Tweets to promote events. • Tweetups: A social event organized on Twitter, where people meet, greet, and tweet in real life. • Tweeting commentary of events, trips, etc. Hubspot uses Twitter, Facebook, LinkedIn, and other Social Media sites to promote free webinars and capture B2B leads. Event Enhancement UVA published on scoreboard fans’ tweets sent to #WMvUVA during the William & Mary football game.

Branding Provide customers with a fun way to brand themselves with your brand and virally spread your message. AMC’s Mad Men Yourself Bennigan’s Inner Leprechaun Sale Promotions • Starbucks uses Twitter to promote Starbucks Cards and free coffee on your birthday. • IvySport promotes sales on clothing.

Why Facebook Matters • Growing Fast. Facebook has over 300 million members. In April, they spent 13.9 billion minutes on Facebook, up 700% from April 2008, says Nielsen NetView. • More than 120 million users log on to Facebook at least once each day • More than 8 million users become fans of Pages each day • More than 5 billion minutes are spent on Facebook each day (worldwide) • There are more than 65 million active users currently accessing Facebook through their mobile devices. • Powerful Analytics and Insight tools that could rival Google. • Facebook Fan Pages can be an engaging experience ! Proﬁle of a Facebook User Gender User Percentage Growth US Males 17,747,880 42.2% 75.8% •The 35-54 year old demo is growing fastest, US Females 23,429,960 55.7% 87.1% with a 276.4% growth rate in over the Unknown 911,360 2.2% -76.4% approximate 6 months since we last produced Total U.S. 42,089,200 100.0% 58.9% this report Age User Percentage Growth •The 55+ demo is not far behind with a 194.3% 0-17 5,674,780 13.5% 29.6% growth rate 18-24 17,192,360 40.8% 20.6% 25-34 11,254,700 26.7% 101.5% •The 25-34 year population on Facebook is 35-54 6,989,200 16.6% 276.4% doubling every 6 months 55+ 954,680 2.3% 194.3% •There are more females (55.7%) than males Unknown 23,480 0.1% -70.5% (42.2%) on Facebook. Current User Percentage Growth Enrollment •The largest demographic concentration remains High School 5,627,740 13.4% 18.1% the college crowd of 18-24 year olds (40.8%) College 7,833,280 18.6% 18.5% which is down from (53.8%) six months ago. Alumni 4,756,480 11.3% 6.4% Unknown 23,871,700 56.7% 124.4% Facebook Social Ads Platform, January 2009

Facebook Proﬁles vs. Fan Pages • Companies should use Facebook Pages and not Facebook Proﬁles. • Communicate with everyone in your group. • Create dynamic content and encourage Consumer Generated Media. • Allows fans to interact with you or each other. • Create event pages for promotions and lead generations. • Easily integrate marketing material from your website, blog, and other social networking sites. Facebook Insights ! Insights allows you to dive into the context of fan interactions with deep analytics.

Facebook Insights ! Shows you how users are interacting with your page, broken down by Wall Posts, Likes, and Comments. Post Quality ! Your Post Quality shows you how engaging your posts are to your fans, and your star rating compares your Post Quality to other pages of similar size.

Fans Over Time Your Fans Over Time graph lets you track: • The timeline of new and lost fans. • When users decide to unsubscribe from your posts in their News Feed. Demographics " Facebook Insights gives detailed information on fans’ demographics over time.

Location of Fan Base ! Provides statistics on where your fan base is located and which languages they speak. ! Media Consumption ! Facebook Insights provides information on the media consumption on your Facebook Proﬁle.

Why Twitter Matters • Twitter has about 40 million users who each day produce a staggering amount of tweets. Its users spent nearly 300 million minutes on the site in April, 3,712% more than in April 2008, Nielsen says. • Growing Fast. • Breaking News. • Powerful search engine provides faster results than Google. • If you have a good/bad product, you could hear about it instantly. 40% of Tweets “Pointless Babble” • 40.55% of the total tweets captured “Pointless Babble” according to Pear Analysis study on tweets. • Conversational was a very close second at 37.55%, • Pass-Along Value was third at 8.7% of the tweets captured. • Other Results • 11:30am and Monday’s have the most frequent tweets with Pass-Along Value.! If you want something re-tweeted, try it at 11:30 in the morning, or try it on a Monday.! • Spam seemed pretty consistent all day, everyday, but luckily was second-to-last on frequency. • News seemed heavier at 2:00pm and on Tuesday’s.! • Conversational tweets were high between 2:00pm and 4:00pm throughout the study, and heaviest on Tuesdays.!

Tweeting a disaster • Plane crash tweetings. • Safety. Mumbai. People immediately started tweeting each other warning them to avoid dangerous parts of the city and hotel. • Iran Election. Exposed lies of government, media, and atrocities committed against protesters. Proﬁle of a Twitter User • Lower-income households are more likely to use Twitter Percentage by age groups who have used Twitter than are more affluent Americans. Some 17% of internet users in households earning less than $30,000 tweet and update their status, compared with 10% of those 18-24 19% earning more than $75,000 annually. • The median age of a Twitter user is 31. In comparison, 25-34 20% the median age of a MySpace user is 27, Facebook user is 26 and LinkedIn user is 40. 35-44 10% • Twitter users are slightly more racially and ethnically diverse than is the full U.S. population, most likely 45-54 5% because they are younger -- and younger Americans are a more ethnically and racially diverse group than is 55-64 4% the full population. • Twitter users are also slightly more likely to live in urban 65-Older 2% areas, with 35% of Twitter users living in urban areas (compared with 29% of all internet users) and just 9% of 0 5 10 15 20 Twitterers and status updaters living in rural areas, compared with 17% of internet users. Pew Research Center, February 2009

Twitter Users More Mobile in News Consumption Internet User Twitter User 7% Read Newspapers on Smartphone 17% 6% Read Newspaper on Cell Phone 14% 60% Read Newspaper Online 76% 65% Read Print Newspaper 52% 0 20 40 60 80 Pew Research Center, February 2009 Basics of Tweeting Tweets (aka, your microblog entries). 140 characters in length. All of your entries are sent to people following you. To send a message directed at someone you use the @ sign. To hashtag a word and have it included in a discussion group you use a # sign. An example of hashtagging from our slides is: #Charlottesville Stay away from Ivy Road. Construction blocking traffic. This will send the message to a discussion group. To send a message to your contacts that someone else has posted use RT (re-tweet) in front of the re-tweeted message. An example of a re-tweet is: Check this out: RT @bsabol Apple announces that they will sell iPhones in WalMart for $99.

Basics of Tweeting Add pictures to your Tweets with TwitPic and Adding videos to your tweets with 12seconds.tv Flickr. and YouTube Shorten Urls Shortening long urls allows you more room to tweet. Most commonly used are: Bit.ly Tr.im Tiny.url

Connecting with People • Twellow.com and WeFollow.com are great ways to meet like-minded people. • Twellow-Twitter’s Yellow Pages. • WeFollow is directory where people select only three hashtags to describe their interests. Ping.fm Update Facebook, Twitter, MySpace, and other Social Networking sites from one location.

HootSuite Business Efﬁciency Tool • HootSuite allows you to manage multiple accounts and multiple users • Schedule Tweets • Automatically tweet blog posts • Provides analytics on clicks and followers • Integrates with Facebook through Ping.fm. COTweet Business Efﬁciency Tool • COTweet allows you to assign tweets to employees • Allows you to manage multiple accounts and multiple users • Schedule Tweets • Provides analytics on clicks and followers through Bit.ly

TweetDeck Efﬁciency Tool • TweetDeck allows you to visually layout categories • Allows you to easily add photos, videos, and shorten urls. • Translate languages • Facebook and Twitter integration (though buggy). Analytics & Measuring Results Measuring the effectiveness of your tweets. • Bit.ly • TweetEffect.com • HootSuite • CoTweet • Facebook Insight • Google Analytics & landing pages

Bit.ly • Shortens your urls for tweets • Tracks the number and location of clicks. Timeline & Number of Clicks ! Displays a timeline of the clicks.

Top Referrers ! Records the top referring site where the clicks took place. Timeline & Number of Clicks ! Displays the country where the clicks came from.

TweetEffect.com ! TweetEffect measures the increases and decreases in followers related to tweets. Analytics Summary • Facebook and Twitter analytics can provide powerful insight into your social media effectiveness. • As social media becomes more engrained in peoples’ lives, it provides unprecedented, “real-time” insight into customers’ likes and dislikes.

Facebook & Twitter Dos • Integrate Facebook, Twitter, corporate blog, and other social networking sites. • Add to the conversation and promote your business as an expert in the field. • Don’t over promote your business. Share more information than self-promote. • Respond to comments in their medium in a timely manner. • Respond to complaints immediately. • Try to resolve issues in the public. • Promote and publish your blog entries and YouTube videos on Twitter and Facebook. Facebook & Twitter Dos • Publish your press releases in a more casual form, but don’t expect “wow” results. • Promote your Facebook and Twitter accounts on your website and into your marketing material. • Hold contests and events. • Have fun! Enjoy conversations, share information, RT posts, reply to fans, @ users, engage and inspire people, promote your business, and carry you branding message into these social networking sites.

Facebook & Twitter Don’ts • Do not spam or follow protected accounts on Twitter. On Facebook, don’t use a personal profile for your business and attempt to follow people. • Always be truthful and never knowingly relay false information. Never ask someone else to deceive bloggers/tweeters for you. • Never pretend that you are a customer/critic commenting positively about your organization. Though well intended, this can be exposed as relaying false information and can easily turn into a public relations problem. • Always fully disclose who you are and who you work for at the very first encounter when communicating with bloggers/tweeters or commenting on blogs or tweets. • Never take action contrary to the boundaries set by bloggers/tweeters. Respect all community guidelines regarding posting messages and comments. • Never ask bloggers/tweeters to lie for your organization. You can ask people to re- tweet (RT) your posts or to tell their twitter/blog followers about you. You can also encourage people to tweet or blog about you. Facebook & Twitter Don’ts • Use extreme care when communicating with minors or blogs intended to be read by minors. Never proactively write a minor unless they specifically mention your organization, express interest in you product, or contact you first. • Conservatively use automated systems for posting comments or distributing information. These systems are associated with spam. • Never write something negative about competitor or even a customer. • Avoid controversial topics. We should avoid anything that could be considered as “political” in nature – (political as in characteristics of politics or politicians versus the state or government).

Facebook & Twitter Don’ts Remember: Consumers come first, honesty isn't optional, and deception is always exposed. What you post to the web is permanent and can be reproduced by customers and competitors. You represent an organization with your posts, and as with all customer interactions, you have high standards to maintain. Facebook & Twitter Don’ts Remember: Consumers come first, honesty isn't optional, and deception is always exposed. What you post to the web is permanent and can be reproduced by customers and competitors. You represent an organization with your posts, and as with all customer interactions, you have high standards to maintain.

Uva Social Media Fall 09

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