Social Media 101


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An overview of Facebook, LinkedIn, and Twitter

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  • Reverse chronological order
  • @Gmblogs during the auto bailout debate was posting links to extensive research and information to counter public perceptions
  • Social Media 101

    1. 1. Social Media 101 <br />Presented by Tipping Point Media<br />
    2. 2. Why Social Media?<br /><ul><li>A platform for marketers to interact and have a conversation online with customers.
    3. 3. A company is successful when it listens and discusses key issues with its target groups through social media.
    4. 4. Social networks provide a platform for users to share experiences, provide input & create content – actively & passively.
    5. 5. Organic engagement between the user & brand or organization is more credible, meaningful.
    6. 6. The most successful campaigns offer something to the user that is not available elsewhere.
    7. 7. Social networks extend traditional marketing efforts.</li></ul>“Social Media is people having conversations online.”<br />
    8. 8. Big Gains Among Older Users<br /><ul><li>In the past year, older users have been the fastest growing group among social media users
    9. 9. Users aged 35-54 have increased 21.8%
    10. 10. Users aged 55+ have increased 12.5%</li></li></ul><li>Social Media Platforms<br /><ul><li>A social networking site, where users can send messages, look at friends’ pictures, and interact online
    11. 11. Business-oriented social networking site mainly used for professional connections
    12. 12. Microblogging site allows members to answer the question: “What are you doing?” Reply with up to 140 characters
    13. 13. Customizable web portal with the ability to add web feeds and Google gadgets</li></li></ul><li>What is Facebook? <br />Facebook is a social networking website where users can interact with one another by sending messages and posting and commenting on pictures<br />From January to March 2009, people aged 26-44 made up the fastest growing segment of the US Facebook population<br />86% of new Facebook users are above the age of 25<br />The monthly traffic for Facebook in the US is 94.6M<br />
    14. 14. Your Personal Profile<br /><br />
    15. 15. Your Personal Profile, Continued<br /><br />
    16. 16. Facebook Fan Pages<br />Fan Pages are used to create a presence for a business, brand or non-profit on Facebook<br /><ul><li>Facebook states that “only the official representative of an artist, business, or brand may create a Facebook Page.” Fan Pages are intended to be an “official” web page for your organization on Facebook
    17. 17. Pages are indexed in Google for searching
    18. 18. Updates post to fans’ news feeds
    19. 19. Businesses can upload pictures, start discussions, host a blog, and create events to promote themselves
    20. 20. ***Facebook Groups are used to organize a group of people around a common issue or interest</li></li></ul><li>Getting Comfortable with Facebook<br />Think of a fan page as an online cocktail party <br />Become part of the community <br />Meet people, join conversations<br />Add value<br />Answers questions, help others<br />Ask questions, trust others’ advice<br />More effective<br />Facebook page has no boundaries of time and space<br />Other people can listen in easy <br />The amount of time users spend on social networks has tripled in the past year<br />Online advertising spending on top social networks and blogs has increased 119% in August 2008 – August 2009 <br />
    21. 21. Facebook Fan Pages<br /><br />
    22. 22. Business Goals for Facebook<br /><ul><li>Get found by people who are searching for your products or services
    23. 23. Draw on your existing network
    24. 24. Make your business page publicly searchable
    25. 25. Connect and engage with current and potential customers
    26. 26. Videos, photos, information, discussions, blog articles
    27. 27. Create a community around your business
    28. 28. Allow people to engage with you, each activity is shared with their network
    29. 29. Promote content you create
    30. 30. Leverage the viral nature of Facebook</li></li></ul><li>What is LinkedIn?<br /><ul><li>LinkedIn is a business oriented professional networking site
    31. 31. Users can post their resume, experiences and qualifications
    32. 32. Monthly traffic in the US for LinkedIn is 13.9M
    33. 33. 44% of LinkedIn users are ages 35-49
    34. 34. 66% have household income of at least $60,000
    35. 35. 80% have at least a college education</li></li></ul><li>Your LinkedIn Profile<br /><br />
    36. 36. LinkedIn Recommendations <br />
    37. 37. Build Professional Connections<br /><ul><li>Direct connections and the connections of each of those connections (termed second-degree connections)
    38. 38. Gain introductions to someone you wish to know through a mutual contact
    39. 39. A well developed network creates a ‘Kevin Bacon Effect’
    40. 40. Keep your connections quality over quantity! </li></li></ul><li>Leverage Existing Relationships<br /><ul><li>If you have a large network, its likely someone you know also knows someone you would like to connect with, you just can’t see it
    41. 41. If your network uses these platforms, you can easily see which of your current contacts can introduce you to an individual you would like to approach
    42. 42. Your whole network becomes a part-time business development staff for you and your company</li></li></ul><li>LinkedIn Company Profile<br /><ul><li>Provide members with valuable information & access points to previous/current clients and other agents
    43. 43. Displays company information such as
    44. 44. Location
    45. 45. Size
    46. 46. Industry and demographic information
    47. 47. Current employees
    48. 48. Recent activities</li></li></ul><li>LinkedIn Company Directory<br />
    49. 49. LinkedIn Company Profile<br />
    50. 50. LinkedIn Groups<br /><ul><li>Provides professionals with the ability to find and join communities based on common interest, experience, affiliation, and goals
    51. 51. Allows members to:
    52. 52. Post discussion topics
    53. 53. Post news articles
    54. 54. Post new jobs
    55. 55. Create subgroups for a more defined arena of discussion</li></li></ul><li>LinkedIn Answers<br />LinkedIn offers a great social network devoted to answering questions<br />Tap into mind of professionals across the world<br />Answerers put their reputation on the line<br />More reliable and consistent answers<br />
    56. 56. LinkedIn Jobs<br />LinkedIn allows you to post and search for the perfect job<br />Search jobs by location, industry, and keywords<br />Connect with the right people at that company to get that interview!<br />Find the perfect candidate for the position<br />
    57. 57. Twitter<br /><ul><li>What is it?
    58. 58. How do you use it?
    59. 59. Why should you use it?</li></li></ul><li>Our success with Twitter<br /><ul><li>Currently Tipping Point Media is the 11th most followed user in Rochester
    60. 60. We also manage several Twitter accounts for clients including the Arc of Monroe the 19th most followed user on Twitter
    61. 61. Our Twitter account has lead to press coverage and several media appearances for our CEO Michelle Ashby
    62. 62. Jeff is the 12th most followed user on Twitter</li></li></ul><li>Twitter in Plain English<br />
    63. 63. What is Twitter?<br /><ul><li>Twitter is a micro-blogging site which lets people know what’s going on in your day-to-day life by answering the question, “what are you doing?”
    64. 64. It opens up circle of contacts and allows you to connect with those you normally wouldn’t
    65. 65. Spread the word about events, announcements, job postings, photos, press releases
    66. 66. The monthly traffic of twitter in the US is 27.6M</li></li></ul><li>Twitter Lingo<br /><ul><li>Tweet – 140 character message sent to Twitter
    67. 67. Follower – Someone who “subscribes” to your Twitter and sees your Tweets in their TwitterStream
    68. 68. @username – Used to communicate with a person directly
    69. 69. Can take form of either reply or mention
    70. 70. DM or Direct Message – A private message to another user that does not appear in the public stream
    71. 71. RT or Retweet – The equivalent of forwarding an e-mail; resending a Tweet sent by someone else</li></li></ul><li>Twitter Page Overview<br />
    72. 72. Following & Timelines<br /><ul><li>Twitter allows you to follow other users
    73. 73. When you follow a user, their tweets show up in your “timeline” or “Twitter Stream” or the front page of the site when you login
    74. 74. People who follow you see your tweets on their pages
    75. 75. Your tweets also appear in the “public timeline”</li></li></ul><li>Your first chance to find friends<br /><ul><li>When you first sign up for Twitter it will give you the option of looking to see if the site knows of any e-mail contacts you have who have accounts</li></li></ul><li>First things to do<br /><ul><li>Go to the “Settings” link
    76. 76. Here you will have control over:
    77. 77. You should look over options for notifications and add a picture to your account</li></li></ul><li>Company Twitter Page<br />
    78. 78. Zappos<br />About<br />In 1998 the shoe market totaled $40 Billion a year & 5% of the customer base was already ordering through catalogs.<br />With a $500,000 investment from then 24-year-old LinkExchange founder Tony Hsieh, which would become Zappos, was launched.<br />Resources<br />Zappos Core Culture<br /> interview Tony Hsieh<br />From nowhere became largest online shoe retailer<br />Did “almost nothing” in sales for its first year in 1998<br />Sold to in 2009 for $940 Million<br />Embrace of “loyalty business model” and “relationship marketing”<br />Company built a business that relied on return customers & “word of mouth” advertising<br />RT became a business plan<br />
    79. 79. Your first tweet<br /><ul><li>Twitter asks a simple question:“What are you doing?”
    80. 80. Commonly a user’s first tweet is something like “Trying Twitter”
    81. 81. Many users never get past this step</li></li></ul><li>Following People<br /><ul><li>Twitter is almost useless if no one follows you & you follow no one else
    82. 82. Some users do well even if they do not follow others, most do not
    83. 83. Your first step should be to find friends, co-workers, relatives, likeminded organizations, and people that interest you to follow
    84. 84. REMEMBER unlike Facebook which has applications, games and more, conversing is Twitter’s only content</li></li></ul><li>Twitter Lingo<br /><ul><li>#Hashtag – Allows tweets to be grouped under one keyword
    85. 85. Hashtagging is an easy way to index and search topics and trends in Twitter
    86. 86. Hashtags are often used for events and conferences
    87. 87. Examples: #ROC #smokefree #4change #jobs #hiring #sxsw #nascar
    88. 88. How non-profits can use hashtags</li></li></ul><li>Twitter Search<br />
    89. 89. Iran election of 2009<br /><ul><li>After a disputed election in Iran traditional media outlets were banned from the country
    90. 90. Without firsthand accounts or reporters on the ground MSM coverage stopped
    91. 91. Iranian citizens turned to Twitter & #iranelection became a trending topic
    92. 92. Users chided CNN for not covering with #CNNfail leading to all networks going to live coverage with Twitter as their source</li></ul>Many users showed solidarity with Iranian protesters & Tweeters by giving their avatars a green coloring & changing their location information to thwart Iranian computer systems trying to track down dissidents.<br />
    93. 93. Why should you use Twitter<br /><ul><li>Research: Join conversations about products, causes, services or icons related to your organizations or businesses
    94. 94. Network: Start an on-going conversation about your company, organization, issues, and products
    95. 95. Increase Awareness: Answer questions, elaborate on other’s advice, provide links and set yourself or your organization up as a helpful resource
    96. 96. Inform: Counter negative public perceptions by reaching out to customers directly
    97. 97. Grow: Find new customers or members and search for talented new employees by advertising open positions</li></li></ul><li>Companies using Twitter for hiring<br />AT&T @attjobs<br />Burger King @BKCareers<br />Ernst & Young @Ernst_and_Young<br />Hershey Company @HersheyCompany<br />Hyatt Hotels & Resorts @Hyattcareers<br />MTV Networks @MTVnetworksjobs<br />Raytheon @Raytheon_Jobs<br />UPS @UPSjobs<br />US Dept. of State @DOSCareers<br />Warner Brothers @WBCareers<br />Find more<br />
    98. 98. Who you want to be on Twitter<br />Characters<br />Burger King tweets as “The King” @theBKlounge<br />Dunkin’ Dave is used by Dunkin Donuts @DunkinDonuts<br />CEO’s<br />Tony Hsieh of Zappos @zappos<br />Allen Nance Mansell Group @allennance<br />Michelle Ashby @tippingptmedia<br />PR People<br />Kodak has Chief Blogger Jennifer Cisney @kodakCB<br />Ford has Scott Monty @ScottMonty<br />Companies<br />Jet Blue @jetblue<br />Marriott @MarriottIntl<br />
    99. 99. What to do<br /><ul><li>Sign up for an account
    100. 100. Change your settings
    101. 101. Upload a profile picture
    102. 102. Follow 20 people</li></li></ul><li>Keeping it Organized<br />iGoogle is a customizable homepage with gadgets for all your needs<br />E-Mail, Social Media, News, Sports, Weather etc…<br />Incorporates RSS feeds from your favorite websites and bloggers<br /><br />
    103. 103. Social Media Best Practices<br /><ul><li>It’s not all about you – Don’t talk about yourself all the time. Show interest in others
    104. 104. Give to get – Give feedback, get feedback. Give respect, get respect, etc…
    105. 105. Give credit to others’ ideas that you use
    106. 106. Be transparent and authentic
    107. 107. Do not try to sell stuff – Most people aren’t looking for that and it will ruin your online reputation
    108. 108. Add value</li></li></ul><li>Social Media Best Practices<br /><ul><li>Disclosure: Identify who you are, who you work for and any other pertinent information
    109. 109. DO NOT write about confidential company information
    110. 110. Write truthfully, accurately, respectfully, and professionally. Remember you are a reflection of you’re company
    111. 111. Do not write anything that is spam, inappropriate, defamatory, use profanity, or otherwise violate the company policies
    112. 112. Recognize that you are legally liable for anything </li></ul> you post online. Use good judgment!<br />
    113. 113. We Can Help You!<br />Tipping Point Media can help your organization set up and manage your accounts:<br /><ul><li>Account set up
    114. 114. Daily status updates, posts, replies
    115. 115. Event pages
    116. 116. Polls
    117. 117. Petitions…and more!!</li></li></ul><li>Have FUN!<br />Try it out… “Progress over perfection”<br />