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Mastering Social Media - Alyssa Gardina
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Digital Supervisor at Weber ShandwickAdvertisement
Mastering Social Media - Alyssa Gardina
- Mastering Social Media Alyssa Gardina Weber Shandwick
- PART ONE GETTING TO KNOW YOU
- FIRST… A SHOW OF HANDS • Twitter? • Facebook? • Blogging? • Anything else?
- WHAT WE’LL COVER • Social media 101 • Key social networks • Brands on social media • Crisis communications • Measuring ROI • Resources
- PART TWO SOCIAL MEDIA 101
- social media is transforming the way we communicate the old model – we broadcast, you listen the new model – listen first. – dialogue is at the core of the consumer / brand relationship 6
- social media use has increased in the US since 2006 356% 91% of adults use social media regularly
- Every minute of the day: • 100,000 tweets are sent • 684,478 pieces of content are shared on Facebook • 2 million search queries are made on Google • 48 hours of video are uploaded to YouTube • 47,000 apps are downloaded from the App Store • 3,600 photos are shared on Instagram • 571 websites are created • $272,000 is spent by consumers online
- Consumers are connecting with brands via social channels 55% 80% 79% of users on social of users prefer to of users are more networks are connect with likely to connected to brands through recommend a brands Facebook brand they follow
- FACEBOOK Facebook is the #1 global social networking platform with over 1 billion active members Facebook’s platform connects users through a real-time newsfeed to view company and user updates and sharing capabilities for posts, photos and videos.
- TWITTER Twitter is a micro-blog that allows users to make condensed messages made up of 140 characters or less to other users. The network currently has over 200 million monthly active users. Twitter’s platform allows users to share links, pictures, videos and news.
- YOUTUBE YouTube is world’s most popular video sharing service, with over 2.9 trillion minutes of video uploaded last year. YouTube’s media sharing platform allows users to upload their own content and view, share and comment on other users’ videos.
- FLICKR Flickr is an online photo management and sharing service with over 75 million users worldwide. Flickr’s platform allows users to publish and organize their photos and video, and share this content with friends, family and other social networks.
- BLOGS Blogs are sites consisting of posts (or entries) displayed in reverse chronological order. There are an estimated 31 million bloggers in the U.S. alone. Blogs can be maintained by one author or by a group. Users can read blog content, subscribe to updates, comment on posts and share links with their social networks.
- GOOGLE+ Google+ is a social networking service from Google, which currently has 135 million active users around the world. Google+’s platform allows users to segment their network connections into groups called Circles, video chat with friends and family via Hangouts and share photos, videos and links.
- PINTEREST Pinterest is a virtual pinboard, where users can organize and share links and photos from across the web. Pinterest currently has over 25 million users. Pinterest’s platform allows users to post Pins, which include a photo and a link to another website. Users can also like, comment and share Pins posted by other users.
- INSTAGRAM Instagram is an online photo- sharing and editing service with over 90 million active users posting 40 million photos a day. Instagram allows users to upload or take a photo with their smartphone or tablet, apply filters to it and share it with their social networks and friends.
- FOURSQUARE Foursquare is a location-based social networking service that allows users to “check-in” at locations with their mobile device. The service has over 30 million users, who have checked in over 3 billion times. Foursquare’s platform allows users to share their locations, earn points for each check-in and unlock rewards, such as badges and specials.
- FORUMS Forums, or online discussion boards, were the first form of social media. Over 300 million Internet users access forums each month. Forums allow users to hold conversations with posted messages, which are organized into threads.
- PART THREE BRANDS AND SOCIAL MEDIA
- Listen Broadcast Engage Share Handle Build a Base Promotions Crises
- Listen
- Broadcast
- Engage
- Share Promotions
- Build a Base
- Handle Crises
- PART FOUR CRISIS COMMUNICATIONS
- WHAT NOT TO DO
- WHAT NOT TO DO
- WHAT NOT TO DO
- WHAT NOT TO DO
- WHAT NOT TO DO
- WHAT TO DO • Be prepared • Take a deep breath • Use common sense • Play as a team • Be transparent • Stay on message
- WHAT TO DO
- WHAT TO DO
- WHAT TO DO
- WHAT TO DO
- PART FIVE MEASURING ROI
- KEY METRICS • Engagement • Likes • Comments • Replies • Favorites • Audience • Likes • Followers • Circlers • Subscribers • Referral traffic
- ENGAGEMENT
- AUDIENCE
- REFERRAL TRAFFIC
- PART THREE RESOURCES AND GETTING STARTED
- RESOURCES • Facebook for Business • Twitter for Business • Blogs: • Mashable • TechCrunch • ReadWriteWeb • Social Media Explorer
- GETTING STARTED • Listen up • Choose wisely • Prepare the basics: • Branding • Content ideas • Who owns it?
- CONTACT ME Alyssa Gardina agardina@webershandwick.com @agardina
Editor's Notes
- Quick bio:Non-profit and agencyCurrently work for Weber Shandwick on RadioShack and the U.S. ArmyClients from Wendy’s franchisees to a local architecture firmStrategy, community management and trend tracking
- http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/
- http://www.slideshare.net/InSitesConsulting/social-media-around-the-world-2012-by-insites-consulting
- Product launches – sell sports memorabilia? Tweet about baseball!
- Product launches – sell sports memorabilia? Tweet about baseball!
- Product launches – sell sports memorabilia? Tweet about baseball!
- Listen – track conversations about their company, competitors and industryCan be done manually or using a listening programOngoing or on a one-off basisProvides opportunities to engage, resolve customer issues, make changes to products or change strategy based on trends
- Broadcast – share marketing and product messages on social channelsShould be integrated with another approach, as users don’t respond well to solely broadcast messages on social channelsTends to disappear into the clutter
- Engage – talk one-on-one with consumers to resolve issues, learn more about their needsWorks differently on each social network, from likes and comments on Facebook to @ replies on TwitterCan provide good value, but takes time and effort
- Promote/share information – share interesting content and special offers/promotionsTechnology allows for developing custom applications on different websites and networksExamples:Facebook appsMicrositesFoursquare specials
- Build loyalty
- Build loyalty
- More info: http://techcrunch.com/2012/07/20/epic-insensitivity-nra-and-celebboutique-cause-uproar-over-aurora-tweets/
- More info: http://techcrunch.com/2012/07/20/epic-insensitivity-nra-and-celebboutique-cause-uproar-over-aurora-tweets/
- More info: http://www.forbes.com/sites/kashmirhill/2012/01/24/mcdstories-when-a-hashtag-becomes-a-bashtag/Last Thursday, we planned to use two different hashtags during a promoted trend – #meetthefarmers and #mcdstories.While #meetthefarmers was used for the majority of the day and successful in raising awareness of the Supplier Stories campaign, #mcdstories did not go as planned. We quickly pulled #mcdstories and it was promoted for less than two hours.Within an hour of pulling #McDStories the number of conversations about it fell off from a peak of 1600 to a few dozen. It is also important to keep those numbers in perspective. There were 72,788 mentions of McDonald's overall that day so the traction of #McDStories was a tiny percentage (2%) of that.
- More information: http://pricechopperfail.tumblr.com/post/1156969465/price-chopper-attacks-customers-job-over-negative-tweet After receiving this complaint, Price Chopper’s public relations team did the unthinkable — they contacted the customer’s employer (which was mentioned in the individual’s twitter bio) requesting disciplinary action be taken against the individual for their negative post!
- More information: http://pricechopperfail.tumblr.com/post/1156969465/price-chopper-attacks-customers-job-over-negative-tweet After receiving this complaint, Price Chopper’s public relations team did the unthinkable — they contacted the customer’s employer (which was mentioned in the individual’s twitter bio) requesting disciplinary action be taken against the individual for their negative post!
- Alec Baldwin tweets about being removed from an American Airlines flight. 2,722 people retweet. Buzz reaches 5M people in minutes.AA publishes response to Baldwin on Facebook and Twitter. The Facebook message reaches 75,729 people via 6,534 likes and 1,261 shares. The tweetis retweeted 355 times.With a social defense strategy in place, AA Social Media was prepared to respond quickly— and the public noticed
- Alec Baldwin tweets about being removed from an American Airlines flight. 2,722 people retweet. Buzz reaches 5M people in minutes.AA publishes response to Baldwin on Facebook and Twitter. The Facebook message reaches 75,729 people via 6,534 likes and 1,261 shares. The tweetis retweeted 355 times.With a social defense strategy in place, AA Social Media was prepared to respond quickly— and the public noticed
- Alec Baldwin tweets about being removed from an American Airlines flight. 2,722 people retweet. Buzz reaches 5M people in minutes.AA publishes response to Baldwin on Facebook and Twitter. The Facebook message reaches 75,729 people via 6,534 likes and 1,261 shares. The tweetis retweeted 355 times.With a social defense strategy in place, AA Social Media was prepared to respond quickly— and the public noticed
- Alec Baldwin tweets about being removed from an American Airlines flight. 2,722 people retweet. Buzz reaches 5M people in minutes.AA publishes response to Baldwin on Facebook and Twitter. The Facebook message reaches 75,729 people via 6,534 likes and 1,261 shares. The tweetis retweeted 355 times.With a social defense strategy in place, AA Social Media was prepared to respond quickly— and the public noticed
- Product launches – sell sports memorabilia? Tweet about baseball!
- Listen up – start a personal account or just take a look at what’s out thereChoose what fits best – you don’t have to be on every networkBefore you launch a company page, make sure you have in place:Branding (profile picture, cover photo)Content ideas (at least a few a week for a month)Designated owner for any questions
- Product launches – sell sports memorabilia? Tweet about baseball!
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