SLO County Social Media Report 2012: Business
Upcoming SlideShare
Loading in...5
×
 

SLO County Social Media Report 2012: Business

on

  • 595 views

This report is a snapshot of the social medi landscape for SLO County businesses in 2012. Over 1,200 businesses were sampled across 15 of the largest county industries utilizing social media. Large ...

This report is a snapshot of the social medi landscape for SLO County businesses in 2012. Over 1,200 businesses were sampled across 15 of the largest county industries utilizing social media. Large chains such as Kohl’s, Target, Costo, Home Depot, Taco Bell are excluded. Some data is a comparison to 2011 statistics. Also includes reference to national averaged.

Statistics

Views

Total Views
595
Views on SlideShare
593
Embed Views
2

Actions

Likes
1
Downloads
4
Comments
0

1 Embed 2

http://www.linkedin.com 2

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

SLO County Social Media Report 2012: Business SLO County Social Media Report 2012: Business Presentation Transcript

  • San  Luis  Obispo   County   Social  Media  Report  2012   —  Business  —     Report  by  Whizbang   Social  Media  With  Impact   San  Luis  Obispo,  CA   Whizbangideas.com     ©2012  Advertise  Here,  Inc     Information  contained  within  this  report  may  not  be  reproduced  or  distributed  without  the  express  permission  of  Whizbang.   Research  and  graphing  by  Brett  Kitson  and  Frank  Scotti  
  • Letter  from  the  author…  Last  year  we  released  the  Central  Coast  Social  Media  Report  on  Business,  one  of  the  most  popular  research  and  reports  of  the  year.  Introducing  the  2012  SLO  County  Social  Media  Report  on  Business,  specifically  based  on  data  gathered  from  October  2011  thru  September  2012.    Like  any  marketing  campaign  goal,  businesses  are  using  social  media  as  a  tool  to  develop  and  reiterate  core  consumer  relationships.  Platforms  that  demand  identity  have  created  inter-­‐web  societal  and  behavioral  norms,  binding  its  users  into  accountability,  thus  facilitating  trust  and  brand  loyalty,  not  to  mention  the  desire  to  share  these  characteristics  with  other  consumers.  Change  is  the  norm  in  social  media.  The  numbers  reflected  are  just  a  snapshot  in  time  and  are  useful  for  spotting  trends  and  developing  a  benchmark  for  future  reports.  Always  remember,  a  valuable  social  media  campaign  doesn’t  end—  a  company  or  brand  is  constantly  reiterating  its  presence.  So  should  your  social  media  commitment.  My  suggestion  on  how  to  get  the  most  insight  out  of  this  report  is  in  cross-­‐referencing  statistics.  Look  for  patterns,  positive  or  negative,  opportunities,  growth  areas,  etc.  Then  create  action  items  that  you  can  apply  to  your  business’s  social  media  presence  based  on  your  learning.  If  you  need  help  interpreting  the  data,  or  improving  your  social  media  channel  presence,  Whizbang  has  workshops  that  can  put  you  on  the  social  media  path  to  success.  And  with  a  lot  less  effort  than  you  might  think.    Happy  socializing.      Frank  Scotti,  Chief  Idea  Officer  Whizbang     2     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • Table  of  Contents    Executive  Summary…………………………………………………………………………………………………...……4  Facebook  Methodology  ……………………………………………………………………….……………………….…5  Facebook  Insights  &  Findings  …………………………..………………………………….……………………….…6  Facebook  Statistics  …………………………………………………………………………………………………..….…7  Average  Facebook  “likes”  per  industry…..…………………………………………………………………..….…8  Average  Facebook  “check-­‐ins”  per  industry…..….……………………………………………………....….…10  Twitter  Methodology…………………………………………………………………………………………….….……16  Twitter  Business  Pages  by  City…………………….……………………………………………………..……….…17  Twitter  Statistics…………………..…………………………………………………………………………………….…18  YouTube  Methodology…………………………………………………………………………………………………...22  YouTube  Stats…………………………………………………………………………………………………………….....23  Terminology………………………………………………...…………………………………………………………….....43  References…………………………………………..……………………………………………...………………………...44  About  Whizbang…………………………………………………………………………………………………………...63           3     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • Executive SummaryThe purpose of this report is to answer the following questions: • How many SLO County businesses have Facebook/Twitter/YouTube pages compared to the 2011 data? • Which SLO County businesses tend to be the most popular? • How are the types of industries using social media changing? • How many businesses in SLO County are growing their social media presence compared to the 2011 data? • What SM technique, “likes”, “check-ins”, “views” or “tweets”, is being used most in SLO County? • Is there a social “hub” in SLO County?In the 2011 Central Coast Social Media Report, we did not have any previous social media data for the Central Coast so wedecided to compare the usage to national averages. For this year’s report, we can examine changes of social media in 2012compared to the 2011 data. Here are some of our key findings: • 81% of SLO County businesses have a Facebook page, a 21% increase from 2011’s data. • 843 is the average number of “likes” per page for SLO County businesses. In 2011, the average number of “likes” was only 382, a 121% increase. • 26% of SLO County businesses have a Twitter page. By comparison, 45% of businesses in America have a Twitter page. • 634 is the average number of followers for SLO County business Twitter users, a 32% increase over the 2011 average of 471 users. • 8.24% of SLO County businesses in our sample have a YouTube marketing channel. This is down from 2011, which showed that 9.7% of businesses sampled had a YouTube channel. • 4,991 is the average amount of YouTube upload views for SLO County businesses after the extreme outliers were removed, in line with 2011 upload views. • San Luis Obispo is home to 9 of the 10 most “liked” businesses in the county.This is just a summary of the key findings within the 2012 Central Coast Social Media Report on Business. The followingpages contain a more in-depth look at our methodology and findings. We created the charts and graphs to highlight themost interesting findings of this report.     4     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • FacebookMethodology• The sample of SLO County businesses was based on the following: - Whizbang 2011 Business Social Media Report - Google search results from “site:facebook.com,” “facebook.com/localbusiness.sanluisobispocalifornia” - Google search results for “slo county business directory”• Data was collected in September 2012.• Large chains and/or corporations were omitted from this sample selection (i.e. Kohl’s, Target, Walmart, Ralphs, Costco,Home Depot, Taco Bell, etc…)• The sample included the 2011 business sample of 898 SLO County businesses, and an additional 304 businesses, withmost of these coming from the wine/winery industry.• Total sample equaled 1,202 SLO County businesses, divided into the following industries: - Auto Dealers: 25 - Auto Parts: 25 - Bikes: 18 - Clothing: 66 - Computers & Tech: 97 - Entertainment: 37 - Food: 274 - Health: 66 - Hotels & Lodging: 208 - Motorcycles: 13 - Physicians: 58 - Law: 61 - Sporting: 28 - Travel: 3 - Wine: 223In order for a business to be considered as having a Facebook page, the business would either have to be found directly onGoogle (by searching the company name/Facebook page), have a link from its business web page, or through the Facebooksearch bar itself. In other words, how the average consumer would search for a Facebook listing.     5     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • FacebookInsights and FindingsFacebook is still the most popular social media tool for businesses. It gives your business the best opportunity to connectwith your customers and illustrate what your company is all about. Last year, only 60% of SLO County local businesseshad a Facebook page. In 2012, that percentage increased to 81%, an additional 21%. Of our sample, 55% have Facebookpages with between 0 and 99 “likes.” The SLO County average number of “likes” per page rose from 382 to 843.The food, hotels, lodging, and wine industries add up to 59% of the sample population because, collectively, they are thethree largest industries in SLO County.Although sporting goods stores comprise only 2% of our sample, they hold 50% of the top ten most “liked” businesses.Tennis, Skate, and Running Warehouses each hold over 40,000 likes, claiming the top three spots in the top ten.     6     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • FacebookWith 81% of SLO County businesses reported now on Facebook, it is clear that businesses in SLO County are beginning tounderstand the benefits that come with having a Facebook page. However, the majority of businesses in SLO County stillunder-utilize or do not interact with their Facebook page at all.Proportion of SLO County businesses that have a Facebook page:     7     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • FacebookAverage number of “likes” per industry:Of Interest: As you can see, the data is skewed heavily by the Sporting Goods industry, which is a result of the smallsample size and heavy outliers from Tennis, Skate, Running, and Tackle Warehouses.     8     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • FacebookHere’s a graph representing the average number of “likes” per industry, excluding the Sporting Goods industry:  Of Interest: Travel and lodging are unusually low for their categories. The Computers and Tech category somewhatstands out with 385 average “likes.” Entertainment, food and wine businesses account for nearly 50% of Facebook “likes,”unsurprisingly.The data indicates that Facebook users “like” entertainment and wine industry businesses in SLO County more than anyother category. This can be partially attributed to the fact that the wine and entertainment industries have embraced theiruse and engagement on Facebook, making the effort and experience worthwhile.     9     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • FacebookAverage number of “check-ins” by industry:Of Interest: The Entertainment and Food industries dominate the local “check-in” activity, with a potential reach of over3,500,000 Facebook users to date. This includes movie theatres, bars, restaurants, events, music, museums, etc…a trendthat should be encouraged and optimized.The data clearly indicates that Facebook users like to “check-in” at food establishments in SLO County more than anyother industry.     10     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • FacebookThis graph represents the number of businesses per range of “likes.”Of Interest: It is surprising that over 100 businesses have a Facebook page with zero “likes.” This statistic is important toremember when looking at the overall increase in the number of businesses with a Facebook page this year vs. last year.This data suggests the laggards are coming online in spite of their resistance to the channel.Recommendation: If you are one of the 19% of businesses in SLO County that still doesn’t have a Facebook page, don’tcreate one until you have a social media strategy. Remember, the point is not to have a page, but to productively connectand engage with users.     11     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • FacebookThe Top Most Visable Businesses on Facebook: Top 10 "Liked" Businesses City Industry Business Likes 1 SLO Sporting Tennis Warehouse 91428 2 SLO Sporting Skate Warehouse 89739 3 SLO Sporting Running Warehouse 40042 4 Pismo Beach Food Splash Café 34281 5 SLO Sporting Tackle Warehouse 27878 6 SLO Sporting Leftlane Sports 26391 7 SLO Clothing Mika Yoga Wear 18844 8 SLO Comp & Tech Mindbody Software 16346 9 SLO Food Firestone Grill 12848 10 SLO Entertainment Sunset Drive-in Theater 11222 Top 10 “Check-ins” City Industry Business Check-ins 1 SLO Food SLO Brew 23077 2 SLO Hotels & Lodging Madonna Inn 19613 3 Pismo Beach Food Splash Café 17832 4 Morro Bay Food Mi Casa Restaurant 10103 5 SLO Food Woodstocks Pizza 9007 6 Pismo Beach Hotels & Lodging The Cliffs Resort 8348 7 SLO Entertainment The Graduate 8120 8 SLO Food Novo Restaurant 7824 9 Pismo Beach Food Pierside Seafood 6727 10 SLO Food Black Sheep 6543Of Interest: What’s the value of “likes” vs. “check-ins”?    “Likes”  are  not  a  true  signal  of  an  individual’s  actual  affinity.  They  may  have  arrived  on  your  page  via  a  number  of  means  –  whether  through  push,  pull  or  pure  serendipity.  Source  of  your  community,  however,  isn’t  nearly  as  important  as  what  you  do  to  nurture  and  activate  these  users  long  term.  A  “check-­‐in”  is,  in  most  cases,  a  self-­‐directed  decision,  that  stems  from  the  users  true  affinity  for  the  brand.  Consider  though  that  “check-­‐ins”  are  not  yet  available  for  all  brands.  As  Augie  Ray,  Forrester  Research,  puts  it,  “you  can’t  check-­‐in  to  a  can  of  (Green  Giant)  peas  in  the  grocery  store  aisles.”       12     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • Facebook Top 10 “Likes” in the Food Industry City Business Likes 1 Pismo Beach Splash Café 34281 2 SLO Firestone Grill 12848 3 SLO SLO Brew 9015 4 SLO SLO Farmers Market 8420 5 SLO Woodstocks Pizza 7939 6 Paso Robles Big Bubbas Bad BBQ 6649 7 SLO High Street Deli 3722 8 Paso Robles Good Ol Burgers 3056 9 Morro Bay Mi Casa Restaurant 3049 10 SLO Yogurt Creations 2445     13     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • Top 10 Check-ins in the Food Industry City Business Check-ins 1 SLO SLO Brew 23077 2 Pismo Beach Splash Café 17832 3 Morro Bay Mi Casa Restaurant 10103 4 SLO Woodstocks Pizza 9007 5 SLO Novo Restaurant 7824 6 Pismo Beach Pierside Seafood 6727 7 SLO Black Sheep 6543 8 SLO Mothers Tavern 6515 9 Pismo Beach Ventana Grill 6142 10 Pismo Beach Cracked Crab 5278Of Interest: Firestone Grill has the second highest number of “likes,” but customers are not saying,” Hey, we’re atFirestone Grill” by “checking-in.”       14     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • Facebook Top 10 Liked Wineries City Business Likes 1 Paso Robles Tobin James Cellars 10232 2 Paso Robles Paso Robles Wine 8091 3 Paso Robles Peachy Canyon Winery 6632 4 Paso Robles JUSTIN Vineyards & Winery 5592 5 SLO Sextant Wines 5380 6 Paso Robles J. Lohr Vineyards & Wines 5284 7 Paso Robles Robert Hall Winery 5110 8 SLO Tolosa Winery 4883 9 Arroyo Grande Talley Vineyards 4716 10 Paso Robles Whalebone Winery 4534 Top 10 Check-ins for Wineries City Business Check-ins 1 Paso Robles Tobin James Cellars 6350 2 Arroyo Grande Laetitia Vineyard & Winery 3394 3 SLO Tolosa Winery 3132 4 Paso Robles Castoro Cellars 2886 5 SLO Chamisal Vineyards 2008 6 Paso Robles Bishops Peak 1953 7 Paso Robles Robert Hall Winery 1672 8 Paso Robles Chronic Cellars Winery 1544 9 Paso Robles Peachy Canyon Winery 1515 10 Paso Robles Mondo Cellars 1436 Note: Well done, Tobin James, Peachy Canyon and Tolosa Winery. All three have a good, balanced number of “likes” and “check-ins,”  indicating  strong  brand  affinity  and  a  good  user  experience.     15     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • Facebook Top 10 Likes for Clothing Companies City Business Likes 1 SLO Mika Yoga Wear 18844 2 SLO The Sub 3806 3 SLO Central Coast Surfboards 2512 4 SLO Straight Down 1656 5 SLO Coalition 1504 6 SLO Moondoggies Beach Club 806 7 SLO H&G Clothing 775 8 SLO Sock Drawer 735 9 SLO Mountain Air Sports 697 10 SLO Ruby Rose 619Note: Don’t see your industry broken out in detail here? Contact Frank Scotti at Whizbang at (805) 594-1880 or emailfrank@whizbangideas.com to schedule a personal evaluation of your business or industry, or ask your marketing personfor your social media optimization report.       16     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • TwitterMethodology• The sample of SLO County business Twitter pages was based on the following: - Whizbang 2011 Business Social Media Report - Direct Twitter search using business name - Recorded by city (including Central Coast listings) using Twellow• Data was collected in September, 2012.• Large chains and/or corporations were omitted from this sample selection. (i.e. Kohl’s, Target, Walmart, Ralph’s,Costco, Home Depot, Taco Bell, etc…• Review the percentage of SLO County Tweeters in 2012 based on SLO County population data of 273,200 in January2010.• Review the number of SLO County Business Twitter accounts recorded in 2012.Insights and FindingsSLO County businesses are still behind the trend on Twitter. Only 26% of SLO County businesses in our sample have aTwitter marketing channel, which is far below the national average of 75%, according to TheSocialSkinny.com. Twitter is asocial media website that has been surging in the past couple of years and it is a marketing asset that all businesses need tostart taking advantage of. The good news is the average number of Twitter followers among SLO County businesses isgrowing, rising from 471 in 2011 to 622 in 2012.By location (based on cities with over 10 Twitter pages in our sample), Paso Robles has the highest average of Twitterfollowers per page with 831, followed by San Luis Obispo with 734. Arroyo Grande has the highest average of them all with934 followers, but there are only 11 Twitter pages in this sample and the average is heavily skewed by The Gather Wine Barand Talley Vineyards. • San Luis Obispo City accounts for nearly half of all business Twitter pages in the county, but is third in terms of Twitter “followers”.     17     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • TwitterProportion of the 1,202 included SLO County businesses with a Twitter marketing channel:     18     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • TwitterThe total Tweeters in SLO County in 2012 is 579, a modest 7% increase over 2011.Of Interest: In most cases, we saw an increase in Twitter business pages, with the largest growth in Paso Robles, from 92 TwitterBusiness pages in 2011, to 111 Twitter business pages in 2012, a 21% increase.San Luis Obispo shows a drop in business Twitter pages from 2011, possibly due to some SLO pages switching to a customized@handle, making it harder to find.Note: Even though research did not uncover any business Twitter pages in San Miguel or San Simeon does not necessarily mean thatnone exist. Again, it is possible and likely some Twitter @handles are customized, thus not easily found.     19     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • TwitterOf Interest: By location, Arroyo Grande has the highest average Twitter followers with 934 followers, heavily skewed by The GatherWine Bar and Talley Vineyards.Avila Beach has the highest number of Twitter “followers” PER PAGE at 407, with one Twitter page found, Wood Winery.Arroyo Grande’s average Twitter “followers” per page is 85.Paso Robles average of Twitter “followers” per page is 7.5.San Luis Obispo average of Twitter “followers” per page is 2.7.The county average of Twitter “followers” per page is 284.     20     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • TwitterAverage number of Twitter followers per business page segregated by industry:Note: Any industry not represented here is due to the fact that there were no businesses with Twitter pages representing that industryin the sample pool.The Auto Parts, Bikes, Motorcycles, and Law industry averages are all based on less than 5 Twitter channels.     21     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • TwitterThe  Top  Most  Visible  Businesses  on  Twitter   Top 10 Most Followers City Industry Business Followers 1 Paso Robles Wine Peachy Canyon Winery 10202   2 SLO Sporting Tennis Warehouse 10177   3 SLO Clothing Mika Yoga Wear 8986   4 SLO Entertainment Rich Ferguson Entertainment 6223   5 SLO Sporting Tackle Warehouse 5952   6 Paso Robles Wine Paso Robles Wine Country Alliance 5887   7 Paso Robles Wine Paso Robles Wine 5853   8 SLO Computers & Electronics Mindbody Software 4421   9 SLO Sporting Leftlane Sports 4130   10 SLO Sporting Skate Warehouse 3582     22     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • YouTubeMethodologyThe sample of SLO County Businesses were selected based on the following: • Google Search results for “site:youtube.com” and “youtube.com/localbusinesssanluisObispo” • Inclusion of businesses with a YouTube Channel from the Whizbang 2011 Business Social Media ReportData was collected in September, 2012.Location, total uploads, total subscribers and total upload views were recorded.Insights and Findings:95 total SLO businesses, only 8%, were identified as having a YouTube channel.YouTube had the smallest presence among the three social media channels throughout SLO County. Among therepresented industries, the wine industry had the largest presence on YouTube commanding 51% of all YouTube channelsin our sample. Although wineries have the most YouTube channels, the only YouTube channel in the wine industry thatfell in the top 10 views was Paso Wine which tours around different wineries in Paso Robles. Rich FergusonEntertainment, a famous magician based in SLO County, had the largest YouTube presence with 4,976,571 upload views.As we stated in last years report, the main measure of YouTube success is based on upload views and total subscribers. Theaverage number of YouTube upload views in our sample is 214,698 but only seven businesses in our sample exceed thatamount of views. If you take out the top 10 outliers in both directions, the average amount of upload views equates to4,991, which is a much more accurate value. The average amount of upload views for wineries is 4,481.     23     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • YouTube8% of SLO County businesses have a YouTube Channel:       24     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • YouTubeAmong the 8% of SLO County businesses in our sample that have a YouTube Channel, 95 businesses, the chart belowrepresents the amount of businesses in each industry that have a YouTube marketing channel:     25     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • YouTubeThese two graphs represent the number of businesses per range of YouTube uploaded views, 2012 (top) vs. 2011(below).Note: Increased YouTube channels have also increased the 100-999 “views” range. The typical range flow is from right to left, asviews increase. The trend indicates that new YouTube channel content is topping out in the 0-999 “likes” range in 2012.     26     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • YouTube The  Top  Most  Visible  Businesses  on  YouTube   Note: To merely have a lot Top Businesses with Most YouTube Views of uploads is not the goal. Again, it is all about City Industry Business Views Uploads quality of content and its 1 SLO Entertainment Rich Ferguson Entertainment 4,976,571 182 ability to engage users. In the case of YouTube, the 2 SLO Sporting Tennis Warehouse 4,741,435 1216 goal is that your content is shared and has a good 3 SLO Sporting Skate Warehouse 3,223,182 121 viewership, as defined by your YouTube strategy. Computers & 4 SLO Technology Etna Interactive 2,768,439 276 In 2012, the average number of upload views 5 SLO Sporting Running Warehouse 2,136,819 784 in our sample was 214,698 vs. 122,165 6 SLO Sporting Tackle Warehouse 1,685,429 1082 average upload views in 7 SLO Bikes Arts Cyclery 923,928 87 the 2011 sample, a 75% increase. This is Paso predominantly the result 8 Robles Wine Paso Robles Wine 79,364 6 of the top two channels, including Rich Ferguson, 9 SLO Auto Dealers McCarthy Wholesale 68,760 21 and The Warehouse brands.10 SLO Clothing Mountain Air Sports 46,797 67Of Interest: Rich Ferguson Entertainment has only 182 video uploads, but the average “views” per upload is over 27,000. In contrast,Mountain Air Sports has 67 uploads with 46,797 views, for an average of 698 views per upload, still an impressive number.     27     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • YouTubeThe  Top  10  Businesses  on  YouTube  with  the  most  subscribers.   Top Businesses with the Most Subscribers City Industry Business Subscribers 1 SLO Sporting Skate Warehouse 12943 2 SLO Sporting Tennis Warehouse 5459 3 SLO Sporting Tackle Warehouse 3718 4 SLO Entertainment Rich Ferguson Entertainment 2316 5 SLO Sporting Running Warehouse 1816 6 SLO Bikes Arts Cyclery 1508 Computers & 7 SLO Electronics Ethna Interactive 243 Computers & 8 SLO Electronics Mindbody Software 159 Paso 9 Robles Wine Paso Robles Wine 76 10 SLO Clothing Mika Yoga Wear 40Of Interest: Subscribers are a gauge of the loyalty to your YouTube brand. YouTube  subscribers  are  people  who  liked  your  video  and  have  asked  to  be  notified  when  you  post  more.    It  is  similar  to  a  Facebook  “like,”  except  that  YouTube  does  not  yet  allow  push/pull  tactics  to  incentivise  users  to  subscribe.  It  is  purely  a  self-­‐directed  choice.  Unlike  Facebook,  when  you  subscribe  to  a  YouTube  channel,  it  is  not  broadcast  to  your  social  network  channels.       28     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • YouTube  Four  sample  businesses  subscriber  growth  from  2011  to  2012.    BUSINESS        KZOZ           2012   Uploads-­‐264   Upload  Views  -­‐  3,009,253   Subscribers-­‐191   2011   Uploads-­‐223   Upload  Views  -­‐  1,136,253   Subscribers-­‐104    KSBY  TV           2012   Uploads-­‐264   Upload  Views  –  516,  688   Subscribers-­‐161   2011   Uploads-­‐140   Upload  Views  –  309,540   Subscribers-­‐130    _________________________________________________________________________________________________    MG  Sports  Supplements           2012   Uploads-­‐9   Upload  Views  –  145,610   Subscribers-­‐9   2011   Uploads-­‐8   Upload  Views  –  142,379   Subscribers-­‐9    Nancy’s  Healthy  Kitchen           2012   Uploads-­‐7   Upload  Views  –  137,880   Subscribers-­‐55   2011   Uploads-­‐7   Upload  Views  –  133,946   Subscribers-­‐42        Of  Interest:  MG  Sports  Supplements  and  Nancy’s  Healthy  Kitchen  are  examples  of  how  forward  momentum  will  stop  as  your  engagement  and  uploaded  content  stops.         29     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • TerminologyChannel:  A  channel  on  YouTube  is  the  home  page  for  an  account.  It  shows  the  account  name,  the  account  type,  the  public  videos  theyve  uploaded,  and  any  user  information  theyve  entered.  “Check-­‐ins”:  Users  who  wish  to  announce  their  location  to  their  friends  on  Facebook  would  tap  a  "check-­‐in"  button  to  see  a  list  of  places  nearby,  and  then  choose  the  place  that  matches  where  they  are.  After  checking  in,  your  check-­‐in  will  create  a  story  in  your  friends  News  Feeds  [on  Facebook]  and  show  up  in  the  Recent  Activity  section  on  the  page  for  that  place.    #Hashtags:  The  hashtag  was  created  organically  by  Twitter  users  as  a  way  to  categorize  messages.  People  use  the  hashtag  symbol  (#)  before  a  relevant  keyword  or  phrase  (no  spaces)  in  their  Tweet  to  categorize  those  Tweets  and  help  them  show  more  easily  in  Twitter  Search.    Facebook:  Facebook  is  a  social  networking  service  launched  in  February  2004,  owned  and  operated  by     Facebook,  Inc.  As  of  September  2012,  Facebook  has  over  one  billion  active  users,  more  than  half  of     them  using  Facebook  on  a  mobile  device.    Followers:  or  Twitter  followers,  someone  who  subscribes  to  (i.e.  follows)  the  tweets  of  another  Twitter  user.  “Likes”:  A  "Like"  is  a  way  to  give  positive  feedback  or  to  connect  with  things  you  care  about  on  Facebook.  You  can  like  content  that  your  friends  post  to  give  them  feedback  or  like  a  Page  that  you  want  to  connect  with  on  Facebook.  You  can  also  connect  to  content  and  Pages  through  social  plugins  or  advertisements  on  and  off  Facebook.  Pages:  Facebook  created  Pages  when  they  noticed  that  people  were  trying  to  connect  with  brands  and  famous  artists  in  ways  that  didn’t  quite  work  on  Facebook.  So  now  when  you  “like”  a  product,  business,  movie,  etc,  that  information  is  posted  on  your  wall,  and  your  friends  might  see  it  too.  You  can  see  which  Pages  your  friends  are  fans  of  via  the  “Info”  tab  on  their  profile.  Social  Marketing:  A  gross  oversimplified  definition  of  Social  Marketing  is  an  approach  used  to     develop  activities  aimed  at  changing  or  maintaining  people’s  behavior  for  their  benefit.  In  context  of  this  report,  it  refers     to  the  use  of  social  web  channels  such  as  Facebook,  Twitter  and  YouTube  to  create  a  social  network  and  monitor  behavior.  Social  Media:  In  context  of  this  report,  social  media  is  the  use  of  social  web  channels  such  as  Facebook,  Twitter  and  YouTube  to  place.  Control  and  monitor  media  content  for  a  business,  product  or  service.    Subscribers:  Subscribers  are  people  who  liked  someone’s  videos  so  they  subscribed  to  them.  When  you  subscribe  to  someone  you  get  a  notice  if/when  they  make  any  more  videos.  Twitter:  Twitter  is  an  online  social  networking  service  and  microblogging  service  that  enables  its  users  to  send  and  read  text-­‐based  messages  of  up  to  140  characters,  known  as  "tweets.”  Tweeters:  people  who  “tweet”  on  Twitter.  Uploads:  An  upload  is  a  video  that  a  user  will  transfer  to  a  YouTube  server.  Once  uploaded,  the  video  resides  on  a  YouTube  server,  and  is  counted  as  one  upload.  Upload  views:  The  number  of  views  an  uploaded  video  has  on  YouTube.  Each  time  a  user  views  the  video,  it  is  counted  as  one  upload  view.  YouTube:  YouTube  is  a  video-­‐sharing  website,  created  by  three  former  PayPal  employees  in  February  2005,  on  which  users  can  upload,  view  and  share  videos.             30     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • References    Google.com    Twellow.com    Facebook.com    Twitter.com    YouTube.com  Whizbang  Social  Media  Report,  2011  "Burson-­‐Marsteller  2011  Global  Social  Media  Check-­‐up."  Upload  &  Share  PowerPoint  presentations  and  documents.  Burson-­‐Marstellar,  1  Jan.  2012.    <http://www.slideshare.net/BMGlobalNews/bursonmarsteller-­‐2012-­‐global-­‐social-­‐media-­‐checkup>.  "SLO  County  Community  Assessment  Report  2011."  SLO  County  Community  Assessment  Report  2011.  San  Luis  Obispo  County  Community  Foundation,  1  Jan.  2011.  Aug.  2011.  <www.appliedresearchsurvey.org>.  "San  Luis  Obispo  County  QuickFacts  from  the  US  Census  Bureau."  State  and  County  QuickFacts.  N.p.,  n.d.  Web.  7  Oct.  2011.  <http://quickfacts.census.gov/qfd/states/06/06079.html>.  "Statistics  on  Facebook  Pages."  Social  Media  Monitoring  Tools  for  Business  by  Sysomos.  N.p.,  n.d.  Web.  2011.  <http://www.sysomos.com/insidefacebook>.  "Twitter  Statistics  -­‐  In-­‐depth  Report  by  Sysomos  on  Twitters  Growth."  Social  Media  Monitoring  Tools  for  Business  by  Sysomos.  N.p.,  n.d.  Web.  2012.  <http://www.sysomos.com/insidetwitter>.  "www.facebook.com/press."  www.facebook.com/press.  N.p.,  n.d.  <http://www.facebook.com/press/info.php?statistics>.  Pew  Research  Center,  2012  www.nova.edu/ssss/QR/WQR/youtube.pdf    socialmediagovernance.com/studies/     31     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.    
  • About Whizbang    Whizbang  is  a  full-­‐service  marketing  firm  located  in  San  Luis  Obispo,  CA.  We  deliver  innovative  and  idea  driven  solutions  for  our  clients’  brands  through  all  B2B,  B2C,  B2G,  B2P,  P2P  and  all  the  other  "2"  acronym  touch-­‐points.  Whizbang  has  been  at  the  forefront  of  the  social  media  marketing  revolution  since  2002.  Whizbang  principals  Frank  Scotti  has  guided  his  clients  in  the  social  media  world  since  its  inception  in  the  mid  1990’s.  Frank  created  one  of  the  first  internet  webisodes  for  Kodak  in  1993,  featured  on  C-­‐NET,  winning  dozens  of  industry  awards  of  excellence.    He  continued  to  innovate  web-­‐based  design  and  practices  for  America  West  Airlines,  The  City  of  El  Segundo,  Morgan  Stanley,  Allstate,  Lexus,  and  many  other  Fortune  100  Companies.    If  you  have  any  questions  about  this  report,  would  like  help  interpreting  what  this  data  means  to  your  property  and  the  opportunities  it  identifies,  call  Frank  Scotti  at  805.594.1880  to  set  up  an  appointment.    In  the  mean  time,  visit  us  at  http://www.whizbangideas.com,  follow  us  on  Twitter,  #whizbangideas  and  like  us  on  Facebook  at  Whizbang  Marketing  Firm.     facebook.com/Whizbangideas frank@whizbangideas.com   twitter.com/whizbangideas   805.594.1880         32     ©2012  Whizbang,  a  division  of  Advertise  Here,  Inc.