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How Not to Suck at Social Media


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Presentation to Columbia University Strategic Communications, Main Campus, March 23, 2013

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How Not to Suck at Social Media

  1. 1. how not to suck at social media prepared for Columbia University Strategic Communications March 23, 2013 @adbroad #cu323
  2. 2. the brand-human relationship has changed via Edward Boches, Boston University
  3. 3. now your brand is what others say it is advice from Don Draper: If you don’t like what people are talking about, change the conversation.
  4. 4. “In an increasingly competitive world, organizations are realizing that we are not just selling a branded product or service, but a mass of branded people who we must support and nurture.” --Helena Rubenstein, Managing Director The HR Lab, UK
  5. 5. what is social media?
  6. 6. so many sites, so little time
  7. 7. Via
  8. 8. consider the target @bettydraper
  9. 9. as of December 2012 • 67% of online adults say they use Facebook • 16% of online adults say they use Twitter • 15% of online adults say they use Pinterest • 13% of online adults say they use Instagram • 6% of online adults say they use Tumblr -Pew Research Center
  10. 10. Via MediaBistro 1 billion users
  11. 11. pictograph via 250 million monthly users
  12. 12. what is Pinterest? • social network built around engaging visual content • Users share images from web by “pinning” them to series of virual PinBoards • 85.5 million monthly visitors • one of 50 most visited sites in US • skews female, suburban
  13. 13. just added analytics and cleaner navigation
  14. 14. 150 million users
  15. 15. 100 million users
  16. 16. instagram tips • Choose account name same as your Twitter handle. • Enable notifications so you can see when people share or comment • Link Instagram to Twitter and Facebook (as well as Foursquare and Tumblr if you have them) • Take fun photos and caption them • Use hashtags-key for organizing your photos • Find friends. • Add some business personality to your profile
  17. 17. vine
  18. 18. Snapchat
  19. 19. Thumb
  20. 20. Via
  21. 21. tips for business sm practitioners 1. decide on a strategy 2. choose relevant platforms 3. listen before you talk 4. be sociable 5. engage 6. respond 7. plan for a crisis 8. get personal
  22. 22. Have patience. Social media takes time. Like any relationship.
  23. 23. american airlines
  24. 24. Editorial calendars for brands? • Super Bowl power outage
  25. 25. stella artois
  26. 26. stella artois
  27. 27. old spice
  28. 28. • With regard to the recent Motrin advertisement, we have heard you. • On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin Brand, please accept our sincere apology. • We have heard your complaints about the ad that was featured on our website. We are parents ourselves and take feedback from moms very seriously. • We are in the process of removing this ad from all media. It will, unfortunately, take a bit of time to remove it from our magazine advertising, as it is on newsstands and in distribution. • Thank you for your feedback. Its very important to us.” • Sincerely,
Kathy Widmer
Vice President of Marketing
McNeil Consumer Healthcare
  29. 29. to continue the conversation @adbroad