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Get serious about social media.2
 

Get serious about social media.2

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  • Facebook account? LinkedIn? Twitter? Pinterest? Use for social. Tonight- conversation about social media – pop social media channels and tools available to– as students, job seekers, and ultimately, market clients.
  • 1st day of class, Associate Professor Joe Bob Hester -- persuade 25 words or less why they should be in the class. Exercise to teach 1)why you wanted to be there, 2)who your audience was, and 3)how to be persuasive. Participate? What was the outcome? Leverage spontaneity and creativity -connect in memorable, meaningful ways.You are at advantage – highly creative and gifted. Students one of top universities – journalism and mass communications (professors, resources, guest lecturers .
  • Choosing social media. CM”s focused on reinforcing brand among key users/fan-- and growing influence. Huge tool for Customer Service. Social media is a Listening tool whereby we, as social media marketers, can be a fly on the wall – and obtain valuable consumer/user insights, collect competitive intelligence, react to the marketplace. Minimize risk through moderation of social media – staying abreast of what is being said and shared about your brand 24/7.
  • You want to hear what your customers/others are saying. Keep your audience engaged – provide meaningful and relevant content. Responding appropriately requires timing and advance planning. All of this to do social media right.
  • Today, social mediais serious business – not social banter. Social media has evolved from what was merely conversations – to what is today an essential and necessary component of any marketing program. From listening and responding, to engagement. This means creating engaging content -- And, in this business – especially -- timing is everything.
  • 92% of consumers trust recommendations more than any form of advertising. Up from 74% in 2007. 90% of marketers use social media.
  • We’re connected and we like it. Boast about # friends, fans, likes, connections we have. (1 in 3 rather text.)
  • As marketers, we can use this addiction to our advantage. Find ways/Connect with audience – when and where they are – with content and engagement – more than just add to conversation/motivate action. Note the dental care plug – found when searching for the image. Opportunistic way to market themselves – helping us laugh at ourselves and our serious addiction to social media - yet appealing our sensibility about such as brushing our teeth.
  • Visualization reflects vast social media network. Whether accessing via our laptops or PC’s, tablets or mobile devices, a plethora of channels exist to allow us to indulge in social media. And, while we’ll focus on the big ones tonight – we’ll just be scratching the surface of the many venues and tools available to you.
  • Klout – now ranking by not only social activity, but title and (community?)
  • How many people know their Klout score? With rise of social media, the ability to impact others has been democratized. Klout measures your influence based on your ability to drive action -- on social networks.The Klout Score is a single number that represents the aggregation of multiple pieces of data about your social media activity. Klout computes your Score by applying their score model to these signals. (They use 400 different signals to compute.) Engagement – to your content more important than number of connections. Mentions, likes, shares, retweets, replies.
  • DATA FromKlout: Justin - Used to be the only person with a perfect Klout score – 100. Although Justin Bieber is one of the most influential celebrities on Twitter, his Wikipedia page has lower importance than those of people like Barack Obama. Previously, Justin had the distinction of being the only person with a perfect 100 Klout Score. With this update, his Score drops. IMPORTANT THAT WE REMEMBER THAT MORE THAN NUMBER – ABOUT REALLY MAKING CONNECTIONS; CONVERSATIONS WITH PEOPLE.
  • Abraham Lincoln was a leader who planned well and executed even better – especially around communications. “Gettysburg Address” was only 2 minutes long , speech transformed the Civil War. He made a compelling connection with his audience – shifting from their focus on slavery to very principles nation founded on. The words of his speech are carved on the Lincoln Memorial.
  • Most popular channels – users, popularity among marketers. What are the advantages of these channels – and why should you consider including in your social media efforts?
  • If FB were country – 3rd largest country. Regardless controversy around FB and market value, Facebook is still leading channel in social media with over 800 million active users – 200 million garnered in 2011 leading up to their IPO.
  • Timing is everything. Content is king, as they say, but also critical to success is knowing where and when your audience is tuned into social media. Making judgements about what to share and when to share it – is important to your brand’s success.
  • Aim for 80-120 (leave room for people to add without editing)
  • Virtual pinboard
  • You’re one step closer to being top of mind – and search – when customers looking for your products/services. Rather than fight it, the networks have joined in – streaming video on YouTube, Hulu and other similar channels.
  • Even with lots of people networking among family and friends on FB, LinkedIn still tops for professional networking.
  • Image has nothing to do with this – but promised my daughter I’d include her in my presentation. She’s a huge Carolina fan.
  • A company with only 13 employees when acquired by Facebook – at price of $1 billion. Last Friday, Instagram fixed irritating glitch for users. There’s nothing worse than mentioning someone on Instagram when their username is different from their Twitter name. If you tweet the image, then the username doesn’t properly sync up. For example, if your Instagram name is @Joe and your Twitter name is @JoeC, the tweet that would go out with a photo mentioning you would go to @Joe…and that was a major problem.
  • Think SEO.
  • Diverse audience; great way to search. Bookmarking tool recommends content to users.
  • With an overview of the social media channels in mind, let’s take a look at what a few brands have done using social media --- and what we can learn from them.
  • Another thing we’re addicted to – especially here in Chapel Hill – is basketball. NCAA maximizing their social media efforts around March Madness – their premiere initiative – via channels like Facebook and Twitter – and through media partnerships. Greg Weitekamp – Director of Broadcasting for NCAA.
  • You have to dominate the conversations. This about that second week in March. Is anyone even talking about anything else? It dominates conversation – both word-of-mouth and social media
  • HUGE AUDIENCES. Over half of all Americans. 10x larger than the NFL Live audience. NCAA has more viewers that 5 of the top 10 populated countries have residents – and they capitalize.
  • You have to be everywhere. You know, there should actually be a 5th thing on here but I thought best not to put into a slide. When the FBI has a file on our tournament because $2.5 billion worth of tournament-related betting takes places in less than three weeks, you are a phenomenon.
  • Daily “Twist” videos heightened engagement. (P.S. Candy Corn Oreos launched for Halloween.)27.7 million fans with whom to connect/engage.
  • Innovative move for a car maker – especially Ford. Started with conversation with fans about sport utility vehicles. 117,000 new fans. Consumer feedback and input for print campaign and TV campaign that followed. Still rolling out promos/having conversations around this effort – many legs.
  • Heineken was busy crafting response, investigating – but not responding to social media inquiries/comments/outcry. Plan for best, prepare for the worst.
  • Larger companies have entire staffs dedicated to social media – while others may outsource it entirely. Somewhere in the middle is a good place to be – using both technology and people – consistently monitoring your channels – engaging your audience – and responding appropriately.
  • When you engage with these folks, you satisfy their need – and they will escalate their efforts. Don’t encourage them. Stanley Cup-winning hockey player from the mid-70’s.
  • In beginning, had to be there – not as much $. More invested – show me the money. Metrics vary as widely as opinions. Outcomes such as purchasing behavior, loyalty, recommendations

Get serious about social media.2 Get serious about social media.2 Presentation Transcript

  • Get Serious About Social Media Presented by Lisa Richardson Waller Lisa Richardson Waller, 1987 Graduate, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • The Power of 140 Characters Creativity Plus in Social Media
  • Why “Do” Social Media?• Generate interest in brands/business.• Increase online traffic.• Gain market insights.Image Source: http://www.elizabethlangham.com/tag/shopping-centers Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • So what? Why Social Media?• Practical Uses for Social Media: – Community Management – Customer Service – Social Listening – Minimizing Risk Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • 3 Critical Steps to Social Media Success• Listening.• Engaging your audience.• Responding (appropriately). Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Social Media Means Business• Social Media – No longer corner cubicle.• Social Commerce Sales projections for 2012 - $9.2 billion.• 2013 Estimates - $14.25 billion.• $30 billion projected in 2015.Source: The Social Skinny http://thesocialskinny.com/99-new-social-media-stats-for-2012/ Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Social Media is Serious Business• Consumers trust friends and family more than advertising.• Companies who are “social”rank higher in Fortune 500.• 93% of marketers rate social tools “important”.• 43% of marketers report increased sales due to social campaigns.Source: The Social Skinny http://thesocialskinny.com/99-new-social-media-stats-for-2012/Consumer Trust: http://blog.nielsen.com/nielsenwire/media_entertainment/consumer-trust-in-online-social-and-mobile-advertising-grows/ Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Social Media-Centric• Social media-centered society.• Toyota Venza spot – Saatchi & Saatchi, LA.• Concept came out of consumer research.Source: YouTube, uploaded by FutureRetro2010 on Jul 11, 2011 Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • We’re Addictedhttp://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/Mobile phone/toothbrushimage: http://www.tendercaredental.net/ Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • What does this number mean? 100 Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Do You Have Klout?• Klout is the measure of your social media influence.• Things that affect your score: – Number of social channels/networks. – Your LinkedIn Title. – Engagement. – Content. Source: Klout.com http://klout.com/#/corp/klout_score Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • In the Numbers• Barack Obama – 92• Justin Bieber – 92• Oprah Winfrey - 91• Ellen Degeneres – 84• Lisa Richardson Waller – 50• Roy Williams - 18Source: 10/22/12, Klout.com. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Social Media Success "If I had eight hours to chop down a tree, I’d spend six sharpening my axe." – Abraham Lincoln• Listen.• Engage.• Respond appropriately. – Plan for the expected. – Prepare for the unexpected. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Top Social Media Channels Used Most Often by Marketers• Facebook• Twitter• Pinterest• YouTube• LinkedIn• Blogs Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Facebook• Most popular social media destination US, Canada, UK.• Tops among job seekers.• > 800 million active users.• 70% of U.S. on Facebook.• 48% of 18-34 year-olds check FB when wake.• College set – fastest growing demographic• 56% of consumers say more likely recommend a brand after becoming a fan.Sources: Digital Buzz Blog http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/ and Jeff Bullas.com http://wwhttp://www.jeffbullas.com/2009/08/02/how-many-social-media-channels-should-your-brand-be-using/#yYBFUIBQsLR5SI5v.99 Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Twitter• Branding-connection-information channel.• 10x more followers with picture; 8x more with bio.• The average Twitter user has 126 followers.• 140 max characters per tweet.• 71% of tweets receive no reaction.• Hashtags – Easier to search; more likely to trend. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Pinterest• Mass Market Channel.• Over 20 million registered users.• 250 Brands+ across industries including: • Blogs and websites Government • Healthcare • Media • Retail • Sports • Tech • Travel • Celebrities • E-commerce • Education • Fashion • Food Source: Social Fresh.com http://socialfresh.com/brands-on- pinterest/ Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • YouTube• Google-owned video channel.• Maximize: Tie content to keywords/phrases.• (TV growth - single digits; YouTube – HUGE!)• 3 billion views per day; 72 hours of video per minute.• CBS and MGM streaming content (Fox, NBC, ABC – Hulu)• Internet TV Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • LinkedIn• Largest professional networking site.• 115 million+ visits per month.• 16th most visited site on Internet.• 500k C-level Members.• Average user is 39, $139k/annual income.• LinkedIn groups – networking, business.• Company Pages, paid promotion. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Blogs– Key channel for driving traffic to social media content.– 23% (144) of Fortune 500 have public-facing corporate blog.– Free web-based platforms: • Blogger • Tumblr • WordPress • Register with Technorati • List; bookmark; share posts. – Stumbleupon, Reddit, Digg, Delicious and Twitter. Source: http://www.spiral16.com/blog/2012/04/how-the-fortune-500-companies-use- social-media-infographic/ Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Other Channels Worth Mentioning • Instagram • Google+ • Foursquare • StumbleUpon Image Source: Illustration by Lisa’s daughter, Rachel. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Instagram• Immediate, spontaneous and simple.• Mobile app platform.• Not stand alone – combo with other channels.• Hashtags on Instagram – Use yours (others not there).• @-Reply glitch resolved.• Maintain consistency – same username on social media accounts.Source: http://socialmediatoday.com/jason-howie/772986/9-things-consider-when-marketing-instagram Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Google+• 250 million Google+ accounts.• 150+ million active users.• 50% of users sign on daily.• 69% Male.• Technical/Design occupation dominant.• It’s Google. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Foursquare• Localized, free social marketing.• 25 million users.• 1 million businesses.• 25% of users push “check-ins” to social media (Facebook and Twitter).• Customer engagement - discounts, feedback, bragging rights.• Customer and competitive intelligence. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • StumbleUpon• 20 million “Stumblers”.• Social bookmarking tool.• Discovery engine.• Extends reach.• Diverse community of users. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • How It Comes Together Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • MARCH MADNESS MEDIA SUCCESS 176 Million 53 Total Reach 28 Millio Million n Visits Online Uniques 6.5 11 Million Millio March Madness Tweets n Bracket Registration s Source: Turner-SI Digital Research based on comScore MyMetrix (uniques); STI (brackets); Omniture (visits). Period: 3/11-4/2/2012). Nielsen Media Research, 3/13/12-4/2/12. Based on live + same day stream. Source: Total Reach #, Sports Related Tweets., March Madness/Manning Comparison. Collective Intellect. Period: March 15-April 4 2012 (Reach, Sports Tweets).
  • Source: Keller Fay; Bluefin Labs. 6/1/11-4/8/12. Live telecasts only. NCAA Tournament = 3/10/12-4/2/12. Total day 6a-6a. Includes Twitter, Facebook, blogs, boards, and video/image site comments.
  • Source: 2012 NCAA Cross Platform Report provided by Nielsen (3/13/12-4/2/12), Data sources: Nielsen, Arbitron, Omniture, Conviva, Bango, and Arbitron Out-of-Home data; PC + Mobile minutes - Conviva (3/13-4/2/12) &TV - Nielsen Media Research, National TV Toolbox (3/13/12-4/2/12) based on live+7 data. 1 minute qualifier
  • Source: Millennial Media Mobile Madness S.M.A.R.T. Report, April 2012
  • Oreo Makes Cookies Conversational• 100 Days of Oreo Campaign.• Daily “Twist” Videos – YouTube.• Website + Facebook, Pinterest, Tumblr.• 27.7 million Facebook fans.• 110% increase in fan interaction per post.Image Source: http://www.sodahead.com/fun/do-you-like-to-dunk-oreo-cookies-in-your-milk-or-coffee/question-2323711/ Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Ford Launches via Social Media• Launched 2011 Ford Explorer via social media.• 117,000 new fans.• Inspired traditional campaign – “The Great American Roadtrip”.• Success spawned conversations, promotions.• Launched 2012 Focus – same strategy.Source: Photo released by Ford.Content Source: http://www.suntimes.com/business/lazare/3734311-452/fords-focus-on-social-media-finds-success.html Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Heineken’s Hard Lesson “A lie can travel halfway round the world while the truth is putting on its shoes.” – Mark Twain• Heineken mistakenly associated with dog fight in Mongolia.• Delayed response to social media outcry.• PR Nightmare - Fueled by Social Media.• Banners up from event night before.Image Source: According to the Beer Street Journal , “The photo shared is mass circulated around the“internets” without attribution. If you are the owner (and can prove it) and would like attribution, contactus through the link at the top of the page.” Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Social Media Takes Time• 59% of Marketers devote 6 hours a week to Social Media.• 30% of Marketers spend 11 hours or more.• Alternatives to DIY.• Only 30% of companies outsource social media – underutilized resources. – Social Media Monitoring Services – Social and Online Media Agencies Source: Contently.com http://contently.com/blog/2012/04/18/social-media- spending-2012 Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Tools for Social Media Monitoring• TwitScoop – Trending topics in Twitterverse, breaking news. http://www.twitscoop.com/• Wildfire, Social Mention, Google Reader, other free tools. http://www.socialbrite.org/2011/01/11/guide- to-free-social-media-monitoring-tools/• HootSuite, TweetDeck, Radian6, BuzzLogic – paid tools. http://www.tripwiremagazine.com/2011/07/social- media-monitoring-tools.html• Comparison Guide: http://www.pr2020.com/blog/social-media- monitoring-tools-comparison-2012• Monitoring Services/Agencies Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Don’t Feed the Trolls “Ive discovered that the less I say, the more rumors I start.” – Bobby Clarke• Wikipedia defines a troll, in Internet slang, as someone who posts inflammatory, extraneous or off- topic messages in an online community, such as a forum, chat room, or blog, with the primary intent of provoking readers into an emotional response or of otherwise disrupting normal on-topic discussion. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • ROI, You Ask?• Measuring Return on Investment - challenging.• Indirect link between engagement and outcomes.• ROI of social media 4X higher than TV ads.• Model in Resources Section• Classic metrics include: – Company Key Performance Indicators (KPI’s) – Reach, Frequency, Engagement – Share-of-Voice • Overall Share • Popularity • SentimentSources: ROI of Social Media: http://en.wikipedia.org/wiki/ROI_of_Social_Media;http://www.briansolis.com/2012/10/calculate-the-roi-of-social-media/ Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Follow the Leader• Find and follow leaders in Social Media.• Emulate people you admire.• If you reference content, give credit. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Keep the Conversation Going• Listen.• Engage.• Respond (appropriately). Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Social Media Resources• Sharing vs. Promoting http://socialmediatoday.com/index.php?q=SMC/113061• Twitter Tips http://www.johnpaulaguiar.com/10-twitter-tips-for-newbies/• ROI Model/Template http://www.thesmallcircle.com/downloads/• Marketing on Pinterest: http://www.inc.com/minda-zetlin/4-secrets-for- marketing-on-pinterest.html• Top 100 Top People to Follow: http://www.thedrum.com/news/2012/09/26/jeremy-waite-unveils-his-top-100- people-social-media-follow• Instagram for Social Media Marketing: http://socialmediatoday.com/jason- howie/772986/9-things-consider-when-marketing-instagram• Recommended Reading on Social Media: Recommended Reading: http://kdpaine.blogs.com/themeasurementstandard/2012/08/4-books-on-social- media-and-public-relations-for-your-summer-reading.html• Why Your Password May Not Be as Secure as You Think By Kate Nussenbaum• Nielson’s Cross Platform Report http://www.tvb.org/media/file/Nielsen-Cross- Platform-Report-Q1-2012-final.pdf Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • General Credits• Facts and Stats http://thesocialskinny.com/99-new-social-media-stats-for-2012/; http://www.jeffbullas.com/2009/08/02/how-many-social-media-channels-should-your-brand-be- using/#yYBFUIBQsLR5SI5v.99 ; http://contently.com/blog/2012/04/18/social-media-spending-2012/• Consumers trust friends and family: http://blog.nielsen.com/nielsenwire/media_entertainment/consumer-trust-in-online-social-and-mobile- advertising-grows/• ROI of Social Media: http://www.briansolis.com/2012/10/calculate-the-roi-of-social-media/• ROI of Social Media: http://en.wikipedia.org/wiki/ROI_of_Social_Media• Oreo Campaign: http://adage.com/article/digital/oreo-s-daily-twist-campaign-puts-cookie- conversation/237104/?utm_source=pulsenews&utm_medium=referral&utm_campaign=Feed:+Advertisin gAge/LatestNews+%28Advertising+Age+-+Latest+News%29• NCAA slides provided with permission by the NCAA.• Pinterest marketing (not technology) success. http://www.cbsnews.com/8301-205_162- 57537341/pinterest-ceo-says-key-to-success-was-marketing-not-engineering/ Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  • Questions?• You can reach me at: – lisarichardsonwaller@gmail.com – @lisarwaller – www.linkedin.com/in/lisarichardsonwaller Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12