2012 Social Media Landscape & Using Social Media for your Business presented by jodi gersh, @jodiontheweb
What is Social Media?Social media is media for social interaction,using highly accessible and scalablecommunication techniques. Social media is theuse of web-based and mobile technologies toturn communication into interactive dialogue.* *wikipedia
Social has becomepart of everything• Blogs • Message Boards• Microblogs • Podcasts• Online Chat • Mobile/Geo• Widgets • Video Sharing Sites• Gaming • Photo Sharing Sites• Social Networks • Virtual Worlds• Social Bookmarks • Wikis
• > 800 million active users (200 million accounts added in 2011)• > 700 billion minutes spent/month on Facebook• > 3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week.• > 250 million access Facebook via mobile devices Sources: Facebook, AdAge 2012
• There are 100 million active Twitter users worldwide (>400 million accounts)• 34% Marketers have generated leads from Twitter (w/20% closing the deal)• 55% of Twitter users access via mobile• Twitters active user base generates 140 Million "tweets" per day• 1 billion search queries a day Sources: Twitter, AllTwitter, AdAge 2012
• Exceeds 3 billion views a day• 48 hours of video uploaded every minute (doubled in past year)• Average person spends 15 minutes a day Sources: YouTube, 2011
• > 100 million active users LinkedIn• 75 of Fortune 100 companies use LinkedIn for marketing and recruiting• ~Two billion people searches on LinkedIn in 2010• ‘LinkedIn Groups’ (more than one million) - discuss issues with others in your industry. You can bounce ideas off industry experts and stay informed on new developments.• LinkedIn allows you to connect with companies or individuals by industry, company size, geographic location, and more. Sources: LinkedIn, TheNextWeb, 2012
Niche Sites • Photos: Instagram ‘The Latest Crazy Instagram Stats: 150 Million Photos, 15 Per Second’ • Design Inspiration: Pinterest ‘Pinterest sees site visits increase by 4,000% in just 6 months’ • Music: Spotify ‘More than 1.5bn Spotify tracks have been shared on Facebook so far’These are just a few examples…
You need a StrategyDef: A plan of action or policy designed to achieve a major or overall aim.
What is not a Strategy?“We need to be on the Twitters!” “We need a Facebook!”
7 Steps* to Creating Your Social Media Strategy 1. Determine your goals 2. Do your Research 3. Create a Content Strategy 4. Join the Conversation 5. Strengthen Relationships 6. Measure Results 7. Analyze, Adapt and Improve *source socialmediaexaminer.com
S.M.A.R.T. GOALS!!!This is the step most peoplemiss.Social media should be thetool you use to reach yourgoals.Setting your goals will helpdetermine which social mediasites, tools etc. you’ll use.
20 Possible Goals*• I’m a content provider, and I want to • I want people to like my brand. expand my reach. • I want to collaborate on business projects.• I want my customers to be able to stay • I want to directly sell a product. updated with news about my company. • I want to earn respect within my industry.• I want to get to know my customers. • I am getting information overload, and I• I want to promote my product. want to get organized.• I want to stay abreast of current news • I want to drive traffic to my site. and trends. • I want to attract advertisers and make• I want to share my ideas with likeminded money. individuals. • I want to get more involved with local• I want to increase brand awareness. prospects.• I want to provide customer service and • I want to get more involved with people support easily. on an international and global level.• I want to find a job. • I want to keep up with my competitors.• I want to recruit. *source: webpronews.com
Step 2 Research After you’ve figured out your goals, you need to decide which tools will help you get there. There are a lot of varieties of social media out there. Just because everyone knows Facebook, Twitter and YouTube doesn’t mean those are the best outlets for your strategy.
Step 3 Content Strategy A strategy within a strategy? Yep! • Create list of relevant, important contacts and influencers for your industry • Create an Editorial Calendar for scheduling content
Step 4 Join the Conversation This is not a one way street. Social media is about conversation and two way communication. Social media is also very reciprocal.
Step 5 Strengthen Relationships Maybe you thought this would be easy. It takes some work.
Step 6 Measure Results The metrics will depend on your goals. • Example: – GOAL: Increase traffic to your website – METRIC: Page views and referrals from social networks. • When you create your goals, you should determine the metrics.
Step 7 Analysis and Adaptation Remember when I said it wasn’t easy? It’s an on-going process.