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Social Media 101: Understanding Social Media Channels, Demographics, and Usage

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When should you use Facebook? Should you create a page, a group, or both? These and other questions will be addressed in this overview of the most popular social media channels for business. It includes a definition of social media, current demographics and use data, an overview of the most popular US social media channels, and how to choose the right platform for your audience.

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Social Media 101: Understanding Social Media Channels, Demographics, and Usage

  1. 1. Social Media 101: Choosing Your Social Media Tools October 15, 2013 Presenter: Debra Askanase 1
  2. 2. Former About the presenter Debra Askanase nonprofit executive director, • manager, business Master text styles – Second level consultant • Third level Little know fact: – Fourth level I was the first Fifth level » ED of Hyde/Jackson Square Main Streets Digital Engagement Strategist debra@communityorganizer20.com 2
  3. 3. Agenda What is social media? – Definition – Categories – Uses Who uses what? – Demographics of social network users Primary social media channels – Facebook, Twitter, Blogging, LinkedIn, Yelp Up and coming social media channels – Pinterest, Instagram, Tumblr, short-form video Which should I choose? Wrap-up and takeaways
  4. 4. Workshop takeaways • An understanding of what social media is, and is not • A working knowledge of the popular social media channels and tools • A map for selecting the right tools to support your business strategy
  5. 5. What Is Social Media? 5
  6. 6. Your website isn’t just your URL It’s your entire Social Web
  7. 7. Website
  8. 8. “…highly interactive platforms through which individuals and communities share, co-create, discuss, and modify usergenerated content.” -Wikipedia, social media definition http://www.flickr.com/photos/49601347@N00/934211103/
  9. 9. A platform for multi-person conversation
  10. 10. Organic and emergent http://www.flickr.com/photos/eelssej_/524781662/ http://www.flickr.com/photos/44315708@N00/248975018/
  11. 11. Includes viral elements
  12. 12. http://simplify360.com/blog/building-business-on-customer-experience-through-social-media/ 12
  13. 13. Traditional vs. social communication Traditional Social Broadcast (1-way) messaging Messaging is conversational and valueadded Obscure activity Transparent activity Acts as an island Engages, and builds relationships, 2-way communication Focuses on materials, collateral, earned media, email Understands the power of social + email + website, powered by content Customer service top-down Customers feedback is welcome and invited
  14. 14. It’s really about conversations
  15. 15. Social bookmark ing Ratings Forum Blog Micro Blogging Select your best platform Social Networks Image Sharing Video Sharing Podcast Wiki
  16. 16. 10 Tips for succeeding with social 1. 2. 3. Content matters. Fresh and valuable content matters most. Know where your audience is, and prioritize. If you’re not conversing, you’re not using social media properly. 4. Understand why your customer wants to talk with you. 5. Understand the cultures of your social media channels. 6. Sharing is everything. Share 110% of the time. 7. It’s not about you, it’s about your network. 8. Listen. Not just once but constantly. 9. Participate and be yourself. 10. Practice abundance thinking >> include, share, amplify.
  17. 17. The Social Media Funnel
  18. 18. Who Uses What? Demographics, social media channel use, trends 18
  19. 19. If time spent on the internet was distilled into 24 hrs 27 percent of it would be spent on social networking and forums http://press.experian.com/United-States/Press-Release/experian-marketing-services-reveals-27percent-of-time-spent-online-is-on-social-networking.aspx
  20. 20. Facebook Friendships Worldwide 9.24.13 20
  21. 21. What dominates? Images Video Shareable content http://www.flickr.com/photos/35375520@N07/3702507860/
  22. 22. 22 http://blog.nielsen.com/nielsenwire/social/2012/
  23. 23. Largest use demographic: Hispanic Largest age demographic: 18-29 Urban/suburban: about equal Education level: High school + Income: all about equal http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_S23 ocial_networking_sites_update.pdf
  24. 24. http://www.emarketer.com/Article/Google-Trumps-Twitter-EarningSecond-Place-Total-US-Social-Account-Holders/1009937 24
  25. 25. US social network demographic breakdown Ages 18 - 29 Urban Tumblr Twitter Instagram Twitter Instagram Facebook Top US social networks Facebook Twitter LinkedIn On the rise Pinterest Instagram Tumblr Google +
  26. 26. http://www.pewhispanic.org/2013/03/07/vi-social-networking/ 26
  27. 27. http://mashable.com/2013/08/16/teens-social-media-chart/ 27
  28. 28. Social Media Channels for Business Facebook, Twitter, Blogging, LinkedIn, and Yelp 28
  29. 29. 2011 29 2012 https://dl.dropboxusercontent.com/u/3503218/Flipping-Books/Wave7/index.html#1/z 2013
  30. 30. The Neighborhood Diner Where you don’t always know everyone very well, but they all want to be there. Good for personalizing content, networking, and interacting directly with stakeholders on your page, or personally through an individual account. The Professional Conference The best parts are the hallway conversations. Best used for individuals to share information, connect, and exchange ideas. Participate in the newsfeed or groups. The Block Party Everyone wants to talk. Find a tribe, hang out in the corner with them. Great for connecting with individuals, finding those with similar interests, and sharing.
  31. 31. The Specialty Magazine The Football Viewing Party You rely on it for your most relevant news and content. Everyone has an opinion about you, and they’re not afraid to tell others. Great for establishing credibility, thought leadership, thought community. Highly recommended for SEO value. Use it to promote the business through advertising, specials, and connect deeply with fans. Positive reviews are like gold.
  32. 32. Facebook
  33. 33. It’s about the conversation and value-added content, not broadcasting
  34. 34. Facebook comparisons 34
  35. 35. Using Facebook for business • Connect, converse with customers and potential customers – get real. • Offer specials and loyalty moments • Create discussion around their interests • Crowdsource ideas for your business • Deepen fan loyalty • Provide customer service • Advertise and find new fans • Run events
  36. 36. Facebook Page Pros & Cons Pros Cons Not owned, but rented, space Basic setup is easy Advanced setup more complex Little or no out-of-pocket cost Works well for multi-media (video, photos) Difficult to have content seen by everyone More consumer than B2B Great sharing capabilities Moderate time commitment Takes additional apps to run promos/coupons/contests Advertising platform allows easy targeting No immediate access to customer data Measurement tools included Community members can turn negative
  37. 37. Facebook’s newsfeed algorhithm http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/
  38. 38. How often should you post?
  39. 39. Facebook contests https://www.facebook.com/manofsteel
  40. 40. Twitter
  41. 41. It’s about RELATIONSHIPS, not broadcasting
  42. 42. 46 https://dl.dropboxusercontent.com/u/3503218/Flipping-Books/Wave7/index.html#1/z
  43. 43. Twitter Pros & Cons Pros Cons Super easy setup Daily commitment No tech involved Great for media outreach Good platform for coupons/promos Great for local business Little or no out-of-pocket cost Easily measured Drives traffic to your site or blog Can eat up time Limited user pool vs. Facebook/blogs Not owned, but rented space Lots of spammers to avoid
  44. 44. Using Twitter for business • Connect, converse with customers and potential customers – be extremely generous with your tweets • Participate in a Twitter chat, use industry hashtags • Tweet out specials, inventory, and loyalty moments • Crowdsource ideas for your business • Identify “superfans” of your business • Provide customer service • Advertise • Become an authority in a topical area (especially if a service business) • Great for crisis management situations
  45. 45. @AmysIceCreams
  46. 46. Twitter generosity
  47. 47. Coke Twitter contest: cause marketing http://socialmediatoday.com/bryannagy/1211641/coca-cola-s-twitter-contest-heart-truth
  48. 48. Twitter @redsox ticket scavenger hunt
  49. 49. Pro Tip: Use a third-party app to manage Twitter, such as Tweetdeck or Hootsuite • • • • • • Manage the noise Schedule tweets Cross-schedule to other sites View Klout scores Focus on conversations and topics Follow hashtags
  50. 50. Tweetdeck (or use another – like Hootsuite)
  51. 51. Blogs
  52. 52. Using blogs for business • Share relevant news and information about your business & industry. • Talk with customers through the blog • Tell your story • Great for reputation/crisis management • Drive people to specific places on the website • Become an authority in a topical area (especially if a service business) • Involve your staff in blogging, even your wider community
  53. 53. Blogging Pros & Cons Pros Great for getting found online Best way to establish credibility, authority, and trust Readers can subscribe and automatically get updates You own the space You can control the site with minimal technical skill Your articles get published whenever you want with no gatekeeper Blogging can be personally rewarding Cons Basic set-up requires some technical skill Customized set-up requires technical and design resources Customized set-up can cost $1,500-$5,000 Requires planning Requires significant time commitment Requires good communication skills and comfort with writing
  54. 54. 238 million members
  55. 55. Linkedin is all about utilizing connections
  56. 56. 61
  57. 57. • Degrees of connection (get introduced) • Groups (allow all to connect with you) • Inmail (Send Linkedin message to someone you don’t know)
  58. 58. LinkedIn comparisons 63
  59. 59. Using LinkedIn for business • • • • • • • • Define yourself: your brand, bio, experience, keywords, industry Join groups and share expertise, connect and contribute Feed your blog, presentations, into your LinkedIn profile Post updates at least weekly, comment on others’ Intelligent searching for people, jobs, companies, industry news, answers Endorse others, and get endorsed as well as recommended Become an authority in a topical area (especially if a service business) Strengthen relationships with contacts, connect with everyone you meet
  60. 60. LinkedIn Pros & Cons Pros Cons Highly visible by search engines Most interaction occurs within your personal profile, not your company profile Feature-rich search Used by senior executives Internationally focused Engagement within news feeds is difficult to achieve Functionality is more complicated and not as user-friendly, compared to other networking sites Unmatched recommendations algorithm News feed is more focused & relative compared to other sites Not as much time spent on LinkedIn by members
  61. 61. 6 things you can do to optimize your profile 1. Complete profile to 100% 2. Optimize it for Linkedin search 3. Obtain 50 connections, ideally >100 4. Ask for five recommendations 5. Add volunteer, board, author experience 6. Feed blog and presentations into your profile Pro tip: Connect with who’s viewed your profile
  62. 62. 67
  63. 63. 68
  64. 64. 69
  65. 65. 6 things you can do to optimize your company page 1. Complete page description 2. Add an engaging banner photo 3. Ask for recommendations 4. Add products and services section 5. Post weekly updates 6. Target your updates http://marketing.linkedin.com/company-pages/
  66. 66. 100 million monthly unique users 71
  67. 67. It’s about customer service, not broadcasting 72
  68. 68. Local search drives geosocial marketing 97 percent of consumers search for local businesses online 73 percent of all online activity is related to local content, according to data released by Google 23 percent of all adults have used a location-based service to get directions and recommendations http://www.inc.com/guides/201106/how-to-use-google-places-to-market-your-business.html – Feb 2012 Last stat: http://gigaom.com/2011/09/06/check-in-services-still-struggling-towin-over-consumers/
  69. 69. Online reviews heavily affect purchase decisions http://www.marketingcharts.com/interactive/most-consumers-read-and-relyon-online-reviews-companies-must-adjust-2234/deloitte-consumer-reviewpurchase-influencejpg/
  70. 70. Using Yelp for business • Define yourself: your brand, products/services, keywords, industry, location • Ask for reviews – especially good ones! • Use it for customer service, respond to each comment • Add events • Offer specials • Reach out to Elite Yelpers (nicely) • Become part of the community – write reviews yourself • Strengthen relationships and connect through Yelp
  71. 71. Yelp Features • • • • • • • • • Deals Tips and Reviews Find locations and places you want Great for services as well Respond to reviews Check-in Photos Search Local events
  72. 72. What Yelpers see
  73. 73. Create events to gather buzz
  74. 74. What’s Next? Instagram, Pinterest, short-form video, Tumblr 79
  75. 75. Instagram It’s about sharing stories, not selfies 80
  76. 76. Pinterest It’s about offering value, not selling 81
  77. 77. Vine It’s a peek into what makes your company tick, and your customers
  78. 78. Tumblr It’s about storytelling, not promotions 83
  79. 79. Which should I choose? Figuring out the right fit for your business 84
  80. 80. Social bookmark ing Ratings Forum Blog Micro Blogging Select your best platform Social Networks Image Sharing Video Sharing Podcast Wiki
  81. 81. Business survey: Weekly time commitment http://www.socialmediaexaminer.com/social-media-marketing-industry-report2012/ 86
  82. 82. Time and social media channels used http://www.socialmediaexaminer.com/social-media-marketing-industryreport-2012/ 87
  83. 83. http://visual.ly/how-much-time-money-do-smbs-spend-social-media
  84. 84. http://visual.ly/how-much-time-money-do-smbs-spend-social-media
  85. 85. http://visual.ly/how-much-time-money-do-smbs-spend-social-media
  86. 86. http://communityorganizer20.com/2011/07/01/social-media-decision-trees-when-to-dive-deeper/
  87. 87. What are your next action steps? Which channels will you choose? http://www.flickr.com/photos/21460573@N08/4571657460/
  88. 88. Thank you! Email: debra@communityorganizer20.com Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linked.com/in/debraaskanase Twitter: @askDebra Other slides: slideshare.net/debask Telephone: (617) 682-2977

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