All About Social Media


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All about social media trends, business case studies, reputation.

For presentation to Eric Melchor's University of Houston Downtown Marketing Course

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  • In 2008-2009, Dell, had been able to track just over $6.5 million in sales from promotions run exclusively via the tweet. The $6.5 million is the product of 100 employees tweeting in 35 different channels reaching customers in over 12 countries; Brazil Twitter users have spent over $800,000 in the last eight months. For a company this large and with so much effort behind it, the number sounds less impressive but still… Anyone out there taken advantage of a Twitter deal from Dell?
  • Frank Eliason might be the most famous customer service manager in the world. He started @ComcastCares, to much media attention. Comcast even goes out of its’ way to find tweets from disgruntled comcast customers (
  • My Starbucks Idea – Starbucks’ own version of a social network where customers are asked to share their ideas on anything related to Starbucks. The site gives users the ability to see what others are suggesting, vote on ideas and check out the results. This site is a brilliant and important aspect of Starbucks social media strategy. Users who are part of this network feel that they have some role in the decision making process of the company and it makes them feel a part of it.
  • The Fiesta Movement, Ford‘s recently six-month social media experiment put a new Fiesta car in the hands of 100 “agents” (members of the public) to drive and review using Twitter, Flickr, YouTube, and blogs. Fiesta Movement was a huge success. The 700 videos produced by the agents have generated 6.5 million views on YouTube, and there have been more than 3.4 million impressions of Fiesta Movement on Twitter. Even photos taken by the agents have been viewed more than 670,000 times. When it comes to word-of-mouth marketing, those are serious numbers. As Scott Monty, Ford’s head of social media said while creating buzz from Fiesta Movement was certainly important (more than 50,000 U.S. consumers who interacted with the movement said they wanted more information about the vehicle, and 97 percent of those do not own Ford vehicles), equally important was the customer feedback on design and engineering issues that the Fiesta agents have delivered. This was particularly important given that Ford was introducing this version of the Fiesta—a European car—into the U.S. market for the first time.
  • Within hours, the American Red Cross made it incredibly easy to donate $10 via text by texting HAITI to 90999. Within days, millions had been raised.
  • How does Social Media work?Before Social Media, one person’s restaurant experience might be conveyed to their neighbors, parents, and co-workers.There are only so many people that one person would be in contact with to even be able to chat about a particular business or experience.
  • After social media, each person’s network will see that individual’s comments, suggestions, and possible endorsements of a company.
  • What does this mean? Companies no longer have control of the bulk of what is said about them. Across social networks, rating sites like Yelp and Citysearch, people are creating messaging that is outside the traditional realms of marketing – TV, Radio, Newspapers, Billboards. More importantly, these personal contacts are much more influential than traditional forms of Social Media, so each and every one of you can affect someone, and help to positively influence the Spark Energy message. Today, you are part of the message, and you are part of the conversation!
  • Regulated Monopoly – why do you care about improving customer satisfaction/sentiment? What do complaints cost? What does it cost to avoid the complaints? Aggregated still costs company – goodwill, etc. Youtube – Social Media ROI Calculation,
  • If you hold true the notion that being responsive to online customer questions, complaints and feedback is an essential core tenet of good social media marketing, then you should consider your response time a valuable success metric. Being fast (and first) to respond to the online conversation, particularly when it turns bad, is a critical component of online customer service and an engaged social business.The fast food industry certainly appreciates response time. The word “fast” is in the description of their market segment. Those computer monitors that hang from the ceilings behind counters at McDonald’s, Chick-Fil-A and the like primarily display the orders yet to be filled, but secondarily also flash how long it has been since the order was placed to keep the staff focused on their basic unique selling proposition: fast.I took a few minutes to plug several restaurants into Expion, an enterprise social media management solution focused on franchise and multiple location businesses. They are a client of mine and their back-end analytics offer a pretty amazing ability to pull information about your competitor’s activity on Facebook and Twitter and allow you to compare, analyze, etc.Looking across a landscape of fast food offerings including McDonald’s, Wendy’s, Chick-Fil-A, Burger King, Tim Horton’s, Hardee’s, Arby’s, Subway, Quizno’s, Panera Bread and A&W, we find some interesting correlations. For the time frame of Jan. 1 through Jan. 17 of this year, Wendy’s, Pizza Hut and Chick-Fil-A all had average first-time responses under 1:30. All three have over 1,100 fan posts on their wall. No other restaurants were close in fan post volume. One could correlate that the more responsive a brand is, the more engaged their fans are.Wendy’s has an astonishing 20-minute response time to over 6,000 posts (17.6 percent of the 37K posts in the first two weeks of January). Of course, the restaurant’s FryForAll promotion and application accounts for the lion’s share of their posts, but still. Some 225 entries on Wendy’s Facebook page have been deemed negative by Expion’s keyword filters and the restaurant is there to offer a response.Pizza Hut is victimized by Facebook Wall spammers quite a bit and doesn’t seem to do a very good job of moderating or controlling the issue. They responded to nine percent of all fan posts in about 1:15. Their response to the negative posts, however, was just 24 minutes, so nice steppin’ up.Chick-Fil-A has an impressive 37.2% response rate for all wall posts — highest among those I looked at. They also responded to 56 percent of those deemed negative (behind Quizno’s, Subway and Arby’s). But only Quizno’s matched their 55 minue response time. It took Arby’s almost 11 hours.
  • Guest ID number, tied to their credit card, name, or email address that becomes a bucket that stores a history of everything they’ve bought and any demographic information Target has collected from them or bought from other sources. Using that, Pole looked at historical buying data for all the ladies who had signed up for Target baby registries in the past.- Large Quantities of unscented Lotion
  • Guest ID number, tied to their credit card, name, or email address that becomes a bucket that stores a history of everything they’ve bought and any demographic information Target has collected from them or bought from other sources. Using that, Pole looked at historical buying data for all the ladies who had signed up for Target baby registries in the past.- Large Quantities of unscented Lotion
  • Be professional online. Scott Bartosiewicz, a social media marketing specialist was stuck in traffic, and was running late for work. He intended to post a note to his personal twitter feed, but the application he was using allegedly had a glitch, and he instead posted this message to the official Chrysler Autos twitter feed. Within a couple hours, hundreds of thousands of people had heard of the flub, and it even made mainstream media coverage.In the same way, watch the type of information you post personally, because even though you may not accidentally post to the official Spark Energy channels, please be aware that what you post can still reflect upon your company.
  • This particular Twitter posting came back to bite James Andrews from Ketchum (New York office) who made some unflattering remarks about Memphis this morning before he presented on digital media to the worldwide communications group at FedEx (150+) people. Not only did an employee find it, they were totally offended by it and responded to the agency person. The kicker is that they copied the FedEx Coporate Vice President, Vice President, Directors and all management of FedEx’s communication department AND the chain of command at Ketchum. Mr. Andrews, the Ketchum presenter, did not take into account that many FedExers are native Memphians and are feircely defensive of their city and their company.
  • Always be transparent when posting online, especially when speaking engaging when referring to competitors, and when speaking about Spark Energy.In 2009, a man named Michael Bayard posted a job on Amazon’s Mechanical Turk – a website for posting small jobs like transcribing videos, etc.The job requested that people look up specific Belkin products, and rate them favorably, whether they had owned or even used them, or not.Upon doing some research, a blog discovered that Mr. Bayard was a Business Development manager at Belkin, simply by searching for his name on LinkedIn.
  • Belkin ended up having to have the President apologize for the activity, Mike was fired, and amazon deleted the fraudulent postings – you’ll see that one of the products today still has a large majority of 1-star ratings. His lack of transparency, along with his request for others to disguise their motives resulted in a huge blunder for Belkin, and it exists today as one of the largest examples of someone trying to sneak around the system.
  •  Have a Break video Greenpeace had produced on Wednesday I didn’t foresee how Nestlé would manage to fail on such an epic scale on their social media management.Following the  email action, hundreds of activists became fans of Nestlé on their  Facebook page and then hit their wall with messages clearly stating they weren’t fans, they just wanted Nestlé to sort their palm oil sourcing out.Whoever was managing the wall for Nestlé must have had a bad couple of days – they posted a comment telling people if they mashed up their logos and posted on the wall their comments would be deleted. To add to the problem the moderater then started to get snippy with people:Read more on Future:Media:Change: Blogging the intersection of media, technology and the global good Under Creative Commons License: Attribution Share Alike
  • "Timothy DeLaGhetto," aka @Traphik, Timothy, a server at CPK, was none too happy about a recent uniform change, so he turned to Twitter to tell his company how he felt. The Twitterer was tracked down to a Long Beach CPK store and fired for his behavior.
  • Some of these also look up candidates before they've contacted you.
  • Recruiters are twice as likely to find something to disqualify you as a candidate than to hire you.
  • Up 10% in just two years.
  • Don’t be this guy.
  • All About Social Media

    1. 1. @EricTTung Holy Crap, You Can Get Paid To Be On Facebook? All About Social Media in Business, Jobs & Reputation
    2. 2. @EricTTung Hi! Eric T. Tung • Social Media Manager @ BMC • Univ. Texas 05 Graduate • 5 Years in Social • 65,000 Twitter followers • Forbes #1 Social Media Network
    3. 3. @EricTTung
    4. 4. @EricTTung
    5. 5. @EricTTung This Was A Cool Album
    6. 6. @EricTTung This Was A New Car @EricTTung
    7. 7. @EricTTung This was probably you. @EricTTung
    8. 8. @EricTTung And This Was The Internet @EricTTung
    9. 9. @EricTTung 1999, My First Website…
    10. 10. @EricTTung 2005, @EricTTung
    11. 11. @EricTTung 2008, Joined Twitter @EricTTung
    12. 12. @EricTTung 2008, GDF SUEZ Marketing Communications - Telemarketing - Promo Products - Trade Shows - Newsletters - Google Ads - Social Media @EricTTung
    13. 13. @EricTTung 2011, Social Media Specialist @EricTTung
    14. 14. @EricTTung What I‟m Gonna Tell Ya. • 1. What‟s Social Media about? • 2. Wait, You Get Paid For This? • 3. Keeping Your Reputation Up. • 4. What You Should Do Right Now.
    15. 15. @EricTTung Generated in sales from Twitter as early as 2009 $6.5 million @EricTTung
    16. 16. @EricTTung Has helped over 150,000 customers through Twitter, @ComcastCares @EricTTung
    17. 17. @EricTTung Blog for customer interaction results in 50,000 new product ideas @EricTTung
    18. 18. @EricTTung Ford sent Fiestas to the top 100 bloggers in Europe for a year: generated 31,000 pieces of content and 60% awareness… before the car was ever sold @EricTTung
    19. 19. @EricTTung Raised $5,000,000 from 500,000 donors in 2 days after Haitian earthquake @EricTTung
    20. 20. @EricTTung Social Networking is HUGE. World Populations China 1,354M India 1,210M 1,060M 500M 400M USA 315M Indonesia 237M Brazil 194M Pakistan 182M Nigeria 170M Russia 152M @EricTTung
    21. 21. @EricTTung slide 21 The media landscape is changing… @EricTTung
    22. 22. @EricTTung Francis vs. Benedict:
    23. 23. @EricTTung Bush „01 Obama „13 @EricTTung
    24. 24. @EricTTung Maybe even no more newspapers… @EricTTung
    25. 25. @EricTTung People are shifting from web-based email to mobile, SMS, Facebook… @EricTTung
    26. 26. @EricTTung Online Marketing Channels Paid Internet Advertising PPC – Search Marketing Mobile Advertising Sponsorships Paid Applications Owned Brand and Product Websites Mobile Brand and Product Websites Proprietary Mobile Applications Customer Care Services Proprietary Digital Content Proprietary Blogs Earned Social Media (Pages & Feeds) Word of Mouth User Forums News, PR, Announcements Blogger Relationships @EricTTung
    27. 27. @EricTTung “PR is taking a back seat to Social Media” - Todd Wheatland, VP, Head of Thought Leadership Kelly Services @EricTTung
    28. 28. @EricTTung 1 . There’s a lot more people in the public than you can ever have in your PR group. 2. 92% trust recommendations of friends and family above all other forms of advertising Nielsen Global Trust in Advertising Report, 2012
    29. 29. @EricTTung One Message Before Social Media Word of Mouth @EricTTung
    30. 30. @EricTTung One Message After Social Media Word of Mouse @EricTTung
    31. 31. @EricTTung “A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.” - Scott Cook, co-founder Intuit, Board Member Ebay, P&G @EricTTung
    32. 32. @EricTTung People Are Talking @EricTTung
    33. 33. @EricTTung
    34. 34. @EricTTung “Companies can no longer control the message, but they can control the results if they are aware of which channels of communication their audience is using” - Dragonfly Media @EricTTung
    35. 35. @EricTTung • The Greatest Customer Service Story Ever Told, Starring Morton‟s Steakhouse ever-told-starring-mortons-steakhouse/
    36. 36. @EricTTung
    37. 37. @EricTTung “Nature gave us one tongue and two ears so we could hear twice as much as we speak.” - Epictetus @EricTTung
    38. 38. @EricTTung 30% of all companies now use social for customer service @EricTTung
    39. 39. @EricTTung How Quickly Should You Respond? average-response-time/
    40. 40. @EricTTung This is how you win real-time marketing… @EricTTung
    41. 41. @EricTTung So… What Do People Want From Social Media? Incentives, Discounts 77% Customer Service 46% Offer Feedback 39% Games, Contests 26% Marketing 21% Cone 2010 Customer New Media Study by OCR, Oct 2, 2010 @EricTTung
    42. 42. @EricTTung What‟s Next for Social? Four Big Trends
    43. 43. @EricTTung 1. Social Network Consolidation • • a • A • a • a
    44. 44. @EricTTung 1. Social Network Consolidation • Networks will continue to merge • Even if not acquired, technology will continue to offer cross- sharing, posting. • Data will be shared cross- network allowing for better targeting. • Smaller networks will lose out.
    45. 45. @EricTTung 2. Social Tool Integration • HootSuite, Buffer, etc. consistently add networks…
    46. 46. @EricTTung 2. Social Tool Integration • Bottlenose: “find and grasp trends that matter from noisy social streams”
    47. 47. @EricTTung 2. Social Tool Integration
    48. 48. @EricTTung 2. Social Tool Integration • Tools like IFTTT and Zapier using APIs to automate social. • Tools can the integrate social into real world.
    49. 49. @EricTTung @EricTTung
    50. 50. @EricTTung • Real-World Inputs & Outputs • Every time a blog gets a new comment, turn a light on: • When different blogs update, change light colors: #BlogElevatedQ @EricTTung
    51. 51. @EricTTung Ever Wonder Why Target Always Asks If You Want Their REDcard?
    52. 52. @EricTTung 3. Big Data • Using large data trends, Target was able to predict a teen‟s pregnancy before her dad knew. • Based on Products purchased, Target Develops a pregnancy score. @EricTTung
    53. 53. @EricTTung 3. Big Data • Think about the huge amounts of data used across social daily. • How could that be used by marketers to more precisely target customers? @EricTTung
    54. 54. @EricTTung 4. The Sharing Economy…
    55. 55. @EricTTung 100 Years Ago… Agricultural Economy @EricTTung
    56. 56. @EricTTung 50 Years Ago… Manufacturing Economy @EricTTung
    57. 57. @EricTTung 25 Years Ago… Service Economy @EricTTung
    58. 58. @EricTTung Now… Experience Economy. @EricTTung
    59. 59. @EricTTung Into The Future… The Sharing Economy @EricTTung
    60. 60. @EricTTung
    61. 61. @EricTTung
    62. 62. @EricTTung Wait, you get paid to be on social? @EricTTung
    63. 63. Yes, There’s lots of Social Jobs Social Content Writer 30% Social Marketing Manager 27% Social Strategist 16% Social Media Specialist 14% PR Brand Manager 7% Online Community Manager 5% Social Titles via Onward Search Recruits, 2012 @EricTTung
    64. 64. @EricTTung
    65. 65. @EricTTung
    66. 66. @EricTTung
    67. 67. @EricTTung Ok, How Much Do You Make? Social Marketing Mgr: 73k-116k Social Strategist: 55k-103k Online Community Mgr: 54k-79k PR Brand Manager 49k-90k Social Media Specialist 46k-71k Social Content Writer 22k-60k 25% & 75% percentile for New York City @EricTTung
    68. 68. @EricTTung At BMC Software Mark, VP Global Connect Debbie, Social Media Lead Ann, Sr Manager, PR Tara, PR Manager Eric, Alison, Jana Social Media Mgrs. Matt, Anirban, Gitte Community Mgrs
    69. 69. @EricTTung My Day. • Engagement • Education • Entertainment • Empowerment • „Earing
    70. 70. @EricTTung Importance of Social Media 10% of organizations report an employee who has done something via Social media that damaged its reputation @EricTTung
    71. 71. @EricTTung Be Professional. @EricTTung
    72. 72. @EricTTung Conduct Guidelines – Be Professional “We do not know the total millions of dollars FedEx pays Ketchum…We are confident however, it is enough to expect a greater level of respect and awareness from someone in your position…A hazard of social networking is people will read what you write.” Be Nice. @EricTTung
    73. 73. @EricTTung Be Transparent.
    74. 74. @EricTTung
    75. 75. @EricTTung
    76. 76. @EricTTung Take it offline. @EricTTung
    77. 77. @EricTTung What About Personal Reputation?
    78. 78. @EricTTung Anthony Weiner Resigned From Congress… Due to inappropriate Tweet How Can You Maintain A Good Reputation Online? @EricTTung
    79. 79. @EricTTung "@calpizzakitchen black button ups are the lamest shit ever!!!."
    80. 80. @EricTTung Ex NFL Star, Brian Holloway
    81. 81. @EricTTung Estimated $20,000-$30,000 in Damage @EricTTung
    82. 82. @EricTTung
    83. 83. @EricTTung What You Post Online… Lives Forever. @EricTTung
    84. 84. @EricTTung “39% of employers use social networking to research job candidates” @EricTTung
    85. 85. @EricTTung “43% have found info factored into their decision not to hire a candidate” @EricTTung
    86. 86. @EricTTung “19% have found info that influenced their decision to hire a candidate” @EricTTung
    87. 87. @EricTTung Over 90% of companies will use social media for hiring @EricTTung
    88. 88. @EricTTung Recruiters On Social At All-Time High 82% 89% 92% 2010 2011 2012
    89. 89. @EricTTung Social Networks Used for Hiring 78% 55% 45% 87% 55% 47% 93% 66% 54% LinkedIn Facebook Twitter 2010 2011 2012
    90. 90. @EricTTung 86% of Recruiters Likely to Look at Social Profiles 48% 25% 13% 14% Always Use Occasionally If Provided Never
    91. 91. @EricTTung How To Clean Up Social How to not be this guy…
    92. 92. @EricTTung
    93. 93. @EricTTung What Do Recruiters Not Like Seeing? @EricTTung
    94. 94. @EricTTung Illegal Drug Use -78% @EricTTung
    95. 95. @EricTTung Sexual Posts -66% @EricTTung
    96. 96. @EricTTung Profanity -61% @EricTTung
    97. 97. @EricTTung Spelling/Grammar Errors -54% @EricTTung
    98. 98. @EricTTung Alcohol Consumption -47% @EricTTung
    99. 99. @EricTTung YES,54% of recruiters said poor spelling & grammar were negative.. and only said that photos consuming alcohol were. 47%
    100. 100. @EricTTung Clean Up Your F‟n Language… And Learn Grammar.
    101. 101. @EricTTung
    102. 102. @EricTTung
    103. 103. @EricTTung Learn How To Spell
    104. 104. @EricTTung Religious Posts – 53% Neutral Political Posts – 62% Neutral @EricTTung
    105. 105. @EricTTung Professional Orgs – 80%
    106. 106. @EricTTung Non-Profit Involvement – 66% @EricTTung
    107. 107. @EricTTung
    108. 108. @EricTTung
    109. 109. @EricTTung
    110. 110. @EricTTung
    111. 111. @EricTTung Untag or Secure Your Photos @EricTTung
    112. 112. @EricTTung Check Out Your Groups @EricTTung
    113. 113. @EricTTung Update Your Work & Education Info @EricTTung
    114. 114. @EricTTung More Facebook Tips… • Ask Friends to Remove content. • Contact Facebook to remove content. @EricTTung
    115. 115. @EricTTung When You Think You‟re Done… “View As” Public. @EricTTung
    116. 116. @EricTTung Yourself. @EricTTung
    117. 117. @EricTTung Yes, Images Too. @EricTTung
    118. 118. @EricTTung • Check Links for professionalism. • Look several pages deep. • Remove Pages from Google. – (Google “Remove Pages from Google”) • Bury The Info. – Get more pages that talk about you (LinkedIn,, etc). Yourself. @EricTTung
    119. 119. @EricTTung ”If you have something that you don't want anyone to know, maybe you shouldn't be doing it in the first place.” - Eric Schmidt, Google Chairman @EricTTung
    120. 120. @EricTTung
    121. 121. @EricTTung Get on LinkedIn. 1.Build Your Network 2.Opportunities Come To You 3.Industry Group Connections 4.Keep Resume Up to Date 5.Read Industry News 6.Get Noticed on Google @EricTTung
    122. 122. @EricTTung Get on #Twitter. 1.Stay on top of news & trends 2.Follow People in your field 3.Develop your Voice/Following 4.Connect with Brands 5.Connect with Celebs @EricTTung
    123. 123. @EricTTung Blog. Establish a voice. Make connections. Great for Search Engines. Great for Job Applications. @EricTTung
    124. 124. @EricTTung Show The World You Mean Business. Register Your Domain. @EricTTung
    125. 125. @EricTTung
    126. 126. @EricTTung
    127. 127. @EricTTung
    128. 128. @EricTTung
    129. 129. @EricTTung
    130. 130. @EricTTung
    131. 131. @EricTTung
    132. 132. @EricTTung
    133. 133. @EricTTung
    134. 134. @EricTTung
    135. 135. @EricTTung @EricTTung
    136. 136. @EricTTung
    137. 137. @EricTTung
    138. 138. @EricTTung
    139. 139. @EricTTung What You Should Do. • Check Facebook Privacy Settings • Check Posts, Photos, Profile • Google Yourself. • Sign up for Twitter, LinkedIn, and your domain. • Blog, blog, blog. • Consider a career in social. • Provide Value. Be Yourself.
    140. 140. @EricTTung Thank You! • All Networks: EricTTung • Web: • Email: • SMS Card: Text “EricTTung” to 50500