Social Media Soup To Nuts

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This presentation is what I call a "Soup to Nuts" look at Social Media. It is an overall look at Social Media including its channels, applications, strategy, tools, and more.

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Social Media Soup To Nuts

  1. 1. Social Media: Soup to Nuts Michelle Post, Ph.D., MBA, CSMS
  2. 2. Michelle Post, Ph.D., CSMS
  3. 3. Lessons to be Learned • Video: Social Media Revolution – 2013 • My Teaching Techniques for Understanding SM & You • What Social Media Looks Like • Why Social Media? • Social Media is Simply . . . • Brian Solis’ - The Conversation Prism • Social Media Channels • Social Media Applications • The Conversation Prism: Inside – Out • Benefits of Social Media • Top Social Media Apps • The Influence of Social Media • Who Uses Social Media • Top 5 Social Media Questions • Social Media Takes Time • How Much is Enough • Overview - Social Media Strategy • Social Media Strategy – 7 Steps • The Questions to Ask • How to Create a Social Media Plan • Work Smarter Not Harder • ROI (Return On Investment): Metrics & Tools • Where is Social Media Going • What Social Media Looks Like • References
  4. 4. Social Media Revolution - 2013 Video Link: http://bit.ly/Vw05XO
  5. 5. My Teaching Technique for Understanding Social Media & You • What – What is your company, your product(s), your message, your story – Your Brand • Why – Why are you in business, selling a product, telling a message, sharing your story – Your Purpose • How – Will you share your purpose, your company, your product, your message, your story – The Strategy • Apply (Take Action) – Making it all happen through strategy, tactics, and tools (social media) – The Doing
  6. 6. What Social Media Looks Like Garst, K. (n.d.). See the results [Graphic file]. Retrieved from http://kimgarst.com/results/
  7. 7. Why Social Media? • It takes word-of-mouth marketing and makes it “world-of-mouth” marketing (Eric Qualman) • Books: Amazon released 94,690 books just in the last 30-days (an average of 3,156 books a day) • Blogs on the Web: – Tumblr.com shows it has over 101.7 Million blogs with 44.6 Billion blog posts – WordPress.com has over 63 Million blogs – Livejournal reports to have 62.6 million blogs with – Weebly states it has over 12 million blogs – Blogster has over 582,754 blogs • Video: 100 hours of video are uploaded to YouTube every minute • Photo: 7 petabytes – How much photo content Facebook added every month [ This is just one social media photo site] – Petabyte = 93.1 of HD-TV Video • Tweets: 175 million – Average number of tweets sent every day throughout 2012. • Check out this site: Internet 2012 in Numbers - http://royal.pingdom.com/2013/01/16/internet-2012-in-numbers/ • Pew Internet: Social Networking (full detail): http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full- detail.aspx
  8. 8. Social Media is Simply . . . • It is all about the SOCIAL • Engage – Have Conversations • Tell Your Story • Lift one another up • BE USEFUL • ADD VALUE
  9. 9. Social Media Channels (26) Social Media Channels (26) Social Networks Blog / MicroBlogs Crowd Wisdom Q & A Comments Social Commerce Social Marketplace Social Streams Location Niche Working Enterprise Discussion & Forums Business Service Networking Reviews & Ratings Social Curation Video Content / Documents Events Music Livecasting Pictures Social Bookmarking Influence Quantified Self
  10. 10. Social Media Applications • Here are just the top 229 applications by number of users. • http://expandedram blings.com/index.ph p/resource-how- many-people-use- the-top-social- media/
  11. 11. The Conversation Prism: Inside - Out You Core Organization SM Functions SM Apps
  12. 12. Benefits of Social Media +4% +6% +4% +7% +3% +3% +3% +3% +3%
  13. 13. The Top Social Media Apps 0% -2% -3% -3% -1% 2% Pinterest was even on the 2012 report 41%
  14. 14. The Influence of Social Media LinkedIn • Started in 2002 • 200 Million Users Facebook • Started in 2004 • 1 Billion Users Twitter • Started in 2006 • 500 Million+ Pinterest • Started in 2010 • 70 Million Users Google+ • Started in 2011 • 400 Million Users Social Media Stats in 2013: http://bit.ly/14ttgPG
  15. 15. Who Uses Social Media More Demographics: http://bit.ly/116IUj3
  16. 16. Top 5 Social Media Questions 1. TACTICS: What social tactics are most effective? 2. ENGAGEMENT: What are the best ways to engage my audience with social media? 3. MEASUREMENT: How do I measure the return on my social media investment? 4. TOOLS: What are the best social management tools? 5. STRATEGIES: How do I create a social strategy?
  17. 17. Social Media Takes Time
  18. 18. How Much is Enough • Posts: It depends, but 1-3x a day Facebook • Tweets: 3-5 a day to start Twitter • Updates: Once a day Linkedin • Posts: 1, 2 or 3x a week Blog • Uploads: 1, 2 or 3x a week Video
  19. 19. @MichellePost – Social Media Strategy
  20. 20. Social Media Strategy – 7 Steps Social Media Strategy 1. Audit 2. Goals & Align 3. Audience 4. Platforms 5. Listen 6. Engage 7. Measure Check out this tool by Vocus: http://campaigns.vocus.com/social-media-strategy/
  21. 21. The Questions to Ask 1. Who – Who is your company voice? Who will you follow? Who will you listen to? 2. What – What are your assets that can be used on social media? 3. Where – Where else should you place your SM? 4. When – When is the best time to post on SM? 5. Why – Why are using SM or do you have to? 6. How – How are you going to post on SM? Measure your SM? “Tactics without strategy is the noise before defeat.” – Sun Tzu
  22. 22. How to create a Social Media Management Plan – The Steps • BEGIN SLOW & Begin with an Anchor (Your Website) – Get Organized 1. Create a Campaign 1. Listen, Watch & Learn 2. Start with one social media application, measure the baseline, & begin 3. Decide on a Content Theme 4. Determine Frequency of Engagement 5. Create Content (Images, PDFs, Video) 6. Create a Content Calendar 7. Publish & Engage 8. Monitor & Measure Monthly • Add another social media application & repeat above steps • Be smart, use the tools, ask for help, outsource 1. Create a Campaign 2. Measure 3. Content Theme 4. Frequency of Engagement 5. Create Content 6. Create a Content Calendar 7. Publish & Engage 8. Monitor & Measure
  23. 23. Work Smarter – Not Harder • Create – A SM Plan (Strategy) – A SM Calendar – A Metric Worksheet – A SM Account Sheet • Use a Social Media Dashboard to Manage all your Social Media • Time Management
  24. 24. ROI (Return on Investment): Metrics & Tools Metrics to Measure • Engagement • Reach • Referral Traffic • Share of Voice • Influence • Conversation Rate • Amplification Rate • Applause Rate • Economic Value Measurement Tools (Just a Few) • Google Analytics • Sprout Social • Trackur • Klout • TwentyFeet • Foller.me • Twitalyzer • Tweetreach • Facebook Insights • Linkedin Profile Stats • CrowdBooster • All My +54 Tools Free http://bit.ly/YLLsWx
  25. 25. Where is Social Media Going • Video / Podcasts • Mobile Marketing • More with Less Sites • Social Media Advertising is a Necessity • Content Marketing is King For more 2013 Trends read: 21 Social Media Predictions for 2013 From the Pros - http://www.socialmediaexami ner.com/social-media- predictions-2013/#more- 31238
  26. 26. Marshall David Jones – “Touchscreen” Video Link: http://www.youtube.com/watch?v=GAx845QaOck
  27. 27. REFERENCES
  28. 28. References • 123 Stock Photo. (n.d.). 11175711 [Image file]. Retrieved from http://www.123rf.com/photo_11175711_social-media-concept-in- word-tag-cloud-on-white.html • Brenner, J. (2012, November 13). Pew Internet: Social networking (full detail). Retrieved from http://pewinternet.org/Commentary/2012/March/Pew-Internet- Social-Networking-full-detail.aspx • Garst, K. (n.d.). See the results [Graphic file]. Retrieved from http://kimgarst.com/results/ • Kaushik, A. (2011). Best social media metrics: Conversation, amplification, applause, economic value. Retrieved from http://www.kaushik.net/avinash/best-social-media-metrics- conversation-amplification-applause-economic-value/
  29. 29. References, Cntd. • Online Social Networking. (n.d.). [Graphic]. Social networking sites. Retrieved from http://online-social- networking.com/images/social_networking_sites.jpg • Pangburn, E. (2013, April 7). How many blogs are there [Blog post]. Retrieved from http://snitchim.com/how-many-blogs-are-there/ • Private Solutions, LLC. (2012). Social media time management infographic [Image file]. Retrieved from http://privatesolutionsllc.com/wp- content/uploads/2012/06/socialmedia-time-management- inforgraphic.jpg • Qualman, E. (2012, November 7). [Video] Social media revolution 2013. Retrieved from http://www.youtube.com/watch?v=QUCfFcchw1w
  30. 30. References, Cntd. • Solis, B., & Thomas, J. (n.d.). [Graphic] The Conversation Prism. Retrieved from http://www.theconversationprism.com/ • Stelzner, M. (2013, April 3). 2013 Social Media Marketing Industry Report: Benefits of social media marketing. [Graphic]. Retrieved from http://www.socialmediaexaminer.com/social-media- marketing-industry-report-2013/ • Stelzner, M. (2013, April 3). 2013 Social Media Marketing Industry Report: Commonly used social media tools. [Graphic]. Retrieved from http://www.socialmediaexaminer.com/social-media- marketing-industry-report-2013/
  31. 31. References, Cntd. • Stelzner, M. (2013, April 3). 2013 Social Media Marketing Industry Report: Top 5 social media questions marketers want answered. Retrieved from http://www.socialmediaexaminer.com/social- media-marketing-industry-report-2013/ • Vocell, J. (2012, October 17). 5 social media metrics you should be monitoring. Retrieved from http://socialmediatoday.com/jvocell/914271/5-social-media- metrics-you-should-be-monitoring • Widrich, L. (2013, May 2). Social Media in 2013: User Demographics For Twitter, Facebook, Pinterest And Instagram [ Blog post]. Retrieved from http://blog.bufferapp.com/social-media-in-2013- user-demographics-for-twitter-facebook-pinterest-and-instagram • Youtube. (n.d.). Statistics. Retrieved from http://www.youtube.com/yt/press/statistics.html

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