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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 Creotivo.com
  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 Creotivo.com 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 Creotivo.com
  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 helenkleinross@gmail.com

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