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Get Serious About Social Media       Presented by Lisa Richardson Waller            Lisa Richardson Waller, 1987 Graduate,...
The Power of 140 Characters     Creativity Plus in Social Media
Why “Do” Social Media?• Generate interest in brands/business.• Increase online traffic.• Gain market insights.Image Source...
So what? Why Social Media?• Practical Uses for Social Media:  – Community Management  – Customer Service  – Social Listeni...
3 Critical Steps to Social Media Success• Listening.• Engaging your audience.• Responding (appropriately).               L...
Social Media Means Business• Social Media – No longer corner cubicle.• Social Commerce Sales projections for 2012 -  $9.2 ...
Social Media is Serious Business• Consumers trust friends and family more than  advertising.• Companies who are “social”ra...
Social Media-Centric• Social media-centered society.• Toyota Venza spot – Saatchi & Saatchi, LA.• Concept came out of cons...
We’re Addictedhttp://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/Mobile phone/toothbrushimage: ...
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass         Communication, 10/24/12
What does this number mean?        100        Lisa Richardson Waller, guest lecture, UNC-        Chapel Hill School of Jou...
Do You Have Klout?• Klout is the measure of your social media  influence.• Things that affect your score:  – Number of soc...
In the Numbers•   Barack Obama – 92•   Justin Bieber – 92•   Oprah Winfrey - 91•   Ellen Degeneres – 84•   Lisa Richardson...
Social Media Success    "If I had eight hours to chop down a tree, I’d    spend six sharpening my axe." – Abraham    Linco...
Top Social Media Channels Used Most         Often by Marketers•   Facebook•   Twitter•   Pinterest•   YouTube•   LinkedIn•...
Facebook•   Most popular social media destination US, Canada, UK.•   Tops among job seekers.•   > 800 million active users...
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass         Communication, 10/24/12
Twitter• Branding-connection-information channel.• 10x more followers with picture; 8x more with  bio.• The average Twitte...
Pinterest• Mass Market Channel.• Over 20 million registered users.• 250 Brands+ across industries including:   • Blogs and...
YouTube• Google-owned video channel.• Maximize: Tie content to keywords/phrases.• (TV growth - single digits; YouTube – HU...
LinkedIn•   Largest professional networking site.•   115 million+ visits per month.•   16th most visited site on Internet....
Blogs– Key channel for driving traffic to social media content.– 23% (144) of Fortune 500 have public-facing corporate  bl...
Other Channels Worth Mentioning •   Instagram •   Google+ •   Foursquare •   StumbleUpon Image Source: Illustration by Lis...
Instagram• Immediate, spontaneous and simple.• Mobile app platform.• Not stand alone – combo with other channels.• Hashtag...
Google+•   250 million Google+ accounts.•   150+ million active users.•   50% of users sign on daily.•   69% Male.•   Tech...
Foursquare• Localized, free social marketing.• 25 million users.• 1 million businesses.• 25% of users push “check-ins” to ...
StumbleUpon•   20 million “Stumblers”.•   Social bookmarking tool.•   Discovery engine.•   Extends reach.•   Diverse commu...
How It Comes Together     Lisa Richardson Waller, guest lecture, UNC-     Chapel Hill School of Journalism and Mass       ...
MARCH MADNESS MEDIA SUCCESS                                                                                               ...
Source: Keller Fay; Bluefin Labs. 6/1/11-4/8/12. Live telecasts only. NCAA Tournament = 3/10/12-4/2/12. Total day 6a-6a. I...
Source: 2012 NCAA Cross Platform Report provided by Nielsen (3/13/12-4/2/12), Data sources: Nielsen, Arbitron, Omniture, C...
Source: Millennial Media Mobile Madness S.M.A.R.T. Report, April 2012
Oreo Makes Cookies Conversational•   100 Days of Oreo Campaign.•   Daily “Twist” Videos – YouTube.•   Website + Facebook, ...
Ford Launches via Social Media• Launched 2011 Ford Explorer via social media.• 117,000 new fans.• Inspired traditional cam...
Heineken’s Hard Lesson                       “A lie can travel halfway round the world while the                       tru...
Social Media Takes Time• 59% of Marketers devote 6 hours a week to Social  Media.• 30% of Marketers spend 11 hours or more...
Tools for Social Media Monitoring• TwitScoop – Trending topics in Twitterverse, breaking  news. http://www.twitscoop.com/•...
Don’t Feed the Trolls      “Ive discovered that the less I say, the more      rumors I start.” – Bobby Clarke• Wikipedia d...
ROI, You Ask?•   Measuring Return on Investment - challenging.•   Indirect link between engagement and outcomes.•   ROI of...
Follow the Leader• Find and follow leaders in Social Media.• Emulate people you admire.• If you reference content, give cr...
Keep the Conversation Going• Listen.• Engage.• Respond (appropriately).               Lisa Richardson Waller, guest lectur...
Social Media Resources•   Sharing vs. Promoting http://socialmediatoday.com/index.php?q=SMC/113061•   Twitter Tips http://...
General Credits•   Facts and Stats http://thesocialskinny.com/99-new-social-media-stats-for-2012/;    http://www.jeffbulla...
Questions?• You can reach me at:  – lisarichardsonwaller@gmail.com  – @lisarwaller  – www.linkedin.com/in/lisarichardsonwa...
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Get serious about social media.2

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Get serious about social media.2

  1. 1. Get Serious About Social Media Presented by Lisa Richardson Waller Lisa Richardson Waller, 1987 Graduate, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
  2. 2. The Power of 140 Characters Creativity Plus in Social Media
  3. 3. Why “Do” Social Media?• Generate interest in brands/business.• Increase online traffic.• Gain market insights.Image Source: http://www.elizabethlangham.com/tag/shopping-centers Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  4. 4. So what? Why Social Media?• Practical Uses for Social Media: – Community Management – Customer Service – Social Listening – Minimizing Risk Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  5. 5. 3 Critical Steps to Social Media Success• Listening.• Engaging your audience.• Responding (appropriately). Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  6. 6. Social Media Means Business• Social Media – No longer corner cubicle.• Social Commerce Sales projections for 2012 - $9.2 billion.• 2013 Estimates - $14.25 billion.• $30 billion projected in 2015.Source: The Social Skinny http://thesocialskinny.com/99-new-social-media-stats-for-2012/ Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  7. 7. Social Media is Serious Business• Consumers trust friends and family more than advertising.• Companies who are “social”rank higher in Fortune 500.• 93% of marketers rate social tools “important”.• 43% of marketers report increased sales due to social campaigns.Source: The Social Skinny http://thesocialskinny.com/99-new-social-media-stats-for-2012/Consumer Trust: http://blog.nielsen.com/nielsenwire/media_entertainment/consumer-trust-in-online-social-and-mobile-advertising-grows/ Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  8. 8. Social Media-Centric• Social media-centered society.• Toyota Venza spot – Saatchi & Saatchi, LA.• Concept came out of consumer research.Source: YouTube, uploaded by FutureRetro2010 on Jul 11, 2011 Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  9. 9. We’re Addictedhttp://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/Mobile phone/toothbrushimage: http://www.tendercaredental.net/ Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  10. 10. Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
  11. 11. What does this number mean? 100 Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  12. 12. Do You Have Klout?• Klout is the measure of your social media influence.• Things that affect your score: – Number of social channels/networks. – Your LinkedIn Title. – Engagement. – Content. Source: Klout.com http://klout.com/#/corp/klout_score Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  13. 13. In the Numbers• Barack Obama – 92• Justin Bieber – 92• Oprah Winfrey - 91• Ellen Degeneres – 84• Lisa Richardson Waller – 50• Roy Williams - 18Source: 10/22/12, Klout.com. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  14. 14. Social Media Success "If I had eight hours to chop down a tree, I’d spend six sharpening my axe." – Abraham Lincoln• Listen.• Engage.• Respond appropriately. – Plan for the expected. – Prepare for the unexpected. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  15. 15. Top Social Media Channels Used Most Often by Marketers• Facebook• Twitter• Pinterest• YouTube• LinkedIn• Blogs Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  16. 16. Facebook• Most popular social media destination US, Canada, UK.• Tops among job seekers.• > 800 million active users.• 70% of U.S. on Facebook.• 48% of 18-34 year-olds check FB when wake.• College set – fastest growing demographic• 56% of consumers say more likely recommend a brand after becoming a fan.Sources: Digital Buzz Blog http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/ and Jeff Bullas.com http://wwhttp://www.jeffbullas.com/2009/08/02/how-many-social-media-channels-should-your-brand-be-using/#yYBFUIBQsLR5SI5v.99 Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  17. 17. Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
  18. 18. Twitter• Branding-connection-information channel.• 10x more followers with picture; 8x more with bio.• The average Twitter user has 126 followers.• 140 max characters per tweet.• 71% of tweets receive no reaction.• Hashtags – Easier to search; more likely to trend. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  19. 19. Pinterest• Mass Market Channel.• Over 20 million registered users.• 250 Brands+ across industries including: • Blogs and websites Government • Healthcare • Media • Retail • Sports • Tech • Travel • Celebrities • E-commerce • Education • Fashion • Food Source: Social Fresh.com http://socialfresh.com/brands-on- pinterest/ Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  20. 20. YouTube• Google-owned video channel.• Maximize: Tie content to keywords/phrases.• (TV growth - single digits; YouTube – HUGE!)• 3 billion views per day; 72 hours of video per minute.• CBS and MGM streaming content (Fox, NBC, ABC – Hulu)• Internet TV Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  21. 21. LinkedIn• Largest professional networking site.• 115 million+ visits per month.• 16th most visited site on Internet.• 500k C-level Members.• Average user is 39, $139k/annual income.• LinkedIn groups – networking, business.• Company Pages, paid promotion. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  22. 22. Blogs– Key channel for driving traffic to social media content.– 23% (144) of Fortune 500 have public-facing corporate blog.– Free web-based platforms: • Blogger • Tumblr • WordPress • Register with Technorati • List; bookmark; share posts. – Stumbleupon, Reddit, Digg, Delicious and Twitter. Source: http://www.spiral16.com/blog/2012/04/how-the-fortune-500-companies-use- social-media-infographic/ Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  23. 23. Other Channels Worth Mentioning • Instagram • Google+ • Foursquare • StumbleUpon Image Source: Illustration by Lisa’s daughter, Rachel. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  24. 24. Instagram• Immediate, spontaneous and simple.• Mobile app platform.• Not stand alone – combo with other channels.• Hashtags on Instagram – Use yours (others not there).• @-Reply glitch resolved.• Maintain consistency – same username on social media accounts.Source: http://socialmediatoday.com/jason-howie/772986/9-things-consider-when-marketing-instagram Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  25. 25. Google+• 250 million Google+ accounts.• 150+ million active users.• 50% of users sign on daily.• 69% Male.• Technical/Design occupation dominant.• It’s Google. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  26. 26. Foursquare• Localized, free social marketing.• 25 million users.• 1 million businesses.• 25% of users push “check-ins” to social media (Facebook and Twitter).• Customer engagement - discounts, feedback, bragging rights.• Customer and competitive intelligence. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  27. 27. StumbleUpon• 20 million “Stumblers”.• Social bookmarking tool.• Discovery engine.• Extends reach.• Diverse community of users. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  28. 28. How It Comes Together Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  29. 29. MARCH MADNESS MEDIA SUCCESS 176 Million 53 Total Reach 28 Millio Million n Visits Online Uniques 6.5 11 Million Millio March Madness Tweets n Bracket Registration s Source: Turner-SI Digital Research based on comScore MyMetrix (uniques); STI (brackets); Omniture (visits). Period: 3/11-4/2/2012). Nielsen Media Research, 3/13/12-4/2/12. Based on live + same day stream. Source: Total Reach #, Sports Related Tweets., March Madness/Manning Comparison. Collective Intellect. Period: March 15-April 4 2012 (Reach, Sports Tweets).
  30. 30. Source: Keller Fay; Bluefin Labs. 6/1/11-4/8/12. Live telecasts only. NCAA Tournament = 3/10/12-4/2/12. Total day 6a-6a. Includes Twitter, Facebook, blogs, boards, and video/image site comments.
  31. 31. Source: 2012 NCAA Cross Platform Report provided by Nielsen (3/13/12-4/2/12), Data sources: Nielsen, Arbitron, Omniture, Conviva, Bango, and Arbitron Out-of-Home data; PC + Mobile minutes - Conviva (3/13-4/2/12) &TV - Nielsen Media Research, National TV Toolbox (3/13/12-4/2/12) based on live+7 data. 1 minute qualifier
  32. 32. Source: Millennial Media Mobile Madness S.M.A.R.T. Report, April 2012
  33. 33. Oreo Makes Cookies Conversational• 100 Days of Oreo Campaign.• Daily “Twist” Videos – YouTube.• Website + Facebook, Pinterest, Tumblr.• 27.7 million Facebook fans.• 110% increase in fan interaction per post.Image Source: http://www.sodahead.com/fun/do-you-like-to-dunk-oreo-cookies-in-your-milk-or-coffee/question-2323711/ Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  34. 34. Ford Launches via Social Media• Launched 2011 Ford Explorer via social media.• 117,000 new fans.• Inspired traditional campaign – “The Great American Roadtrip”.• Success spawned conversations, promotions.• Launched 2012 Focus – same strategy.Source: Photo released by Ford.Content Source: http://www.suntimes.com/business/lazare/3734311-452/fords-focus-on-social-media-finds-success.html Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  35. 35. Heineken’s Hard Lesson “A lie can travel halfway round the world while the truth is putting on its shoes.” – Mark Twain• Heineken mistakenly associated with dog fight in Mongolia.• Delayed response to social media outcry.• PR Nightmare - Fueled by Social Media.• Banners up from event night before.Image Source: According to the Beer Street Journal , “The photo shared is mass circulated around the“internets” without attribution. If you are the owner (and can prove it) and would like attribution, contactus through the link at the top of the page.” Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  36. 36. Social Media Takes Time• 59% of Marketers devote 6 hours a week to Social Media.• 30% of Marketers spend 11 hours or more.• Alternatives to DIY.• Only 30% of companies outsource social media – underutilized resources. – Social Media Monitoring Services – Social and Online Media Agencies Source: Contently.com http://contently.com/blog/2012/04/18/social-media- spending-2012 Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  37. 37. Tools for Social Media Monitoring• TwitScoop – Trending topics in Twitterverse, breaking news. http://www.twitscoop.com/• Wildfire, Social Mention, Google Reader, other free tools. http://www.socialbrite.org/2011/01/11/guide- to-free-social-media-monitoring-tools/• HootSuite, TweetDeck, Radian6, BuzzLogic – paid tools. http://www.tripwiremagazine.com/2011/07/social- media-monitoring-tools.html• Comparison Guide: http://www.pr2020.com/blog/social-media- monitoring-tools-comparison-2012• Monitoring Services/Agencies Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  38. 38. Don’t Feed the Trolls “Ive discovered that the less I say, the more rumors I start.” – Bobby Clarke• Wikipedia defines a troll, in Internet slang, as someone who posts inflammatory, extraneous or off- topic messages in an online community, such as a forum, chat room, or blog, with the primary intent of provoking readers into an emotional response or of otherwise disrupting normal on-topic discussion. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  39. 39. ROI, You Ask?• Measuring Return on Investment - challenging.• Indirect link between engagement and outcomes.• ROI of social media 4X higher than TV ads.• Model in Resources Section• Classic metrics include: – Company Key Performance Indicators (KPI’s) – Reach, Frequency, Engagement – Share-of-Voice • Overall Share • Popularity • SentimentSources: ROI of Social Media: http://en.wikipedia.org/wiki/ROI_of_Social_Media;http://www.briansolis.com/2012/10/calculate-the-roi-of-social-media/ Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  40. 40. Follow the Leader• Find and follow leaders in Social Media.• Emulate people you admire.• If you reference content, give credit. Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  41. 41. Keep the Conversation Going• Listen.• Engage.• Respond (appropriately). Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  42. 42. Social Media Resources• Sharing vs. Promoting http://socialmediatoday.com/index.php?q=SMC/113061• Twitter Tips http://www.johnpaulaguiar.com/10-twitter-tips-for-newbies/• ROI Model/Template http://www.thesmallcircle.com/downloads/• Marketing on Pinterest: http://www.inc.com/minda-zetlin/4-secrets-for- marketing-on-pinterest.html• Top 100 Top People to Follow: http://www.thedrum.com/news/2012/09/26/jeremy-waite-unveils-his-top-100- people-social-media-follow• Instagram for Social Media Marketing: http://socialmediatoday.com/jason- howie/772986/9-things-consider-when-marketing-instagram• Recommended Reading on Social Media: Recommended Reading: http://kdpaine.blogs.com/themeasurementstandard/2012/08/4-books-on-social- media-and-public-relations-for-your-summer-reading.html• Why Your Password May Not Be as Secure as You Think By Kate Nussenbaum• Nielson’s Cross Platform Report http://www.tvb.org/media/file/Nielsen-Cross- Platform-Report-Q1-2012-final.pdf Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  43. 43. General Credits• Facts and Stats http://thesocialskinny.com/99-new-social-media-stats-for-2012/; http://www.jeffbullas.com/2009/08/02/how-many-social-media-channels-should-your-brand-be- using/#yYBFUIBQsLR5SI5v.99 ; http://contently.com/blog/2012/04/18/social-media-spending-2012/• Consumers trust friends and family: http://blog.nielsen.com/nielsenwire/media_entertainment/consumer-trust-in-online-social-and-mobile- advertising-grows/• ROI of Social Media: http://www.briansolis.com/2012/10/calculate-the-roi-of-social-media/• ROI of Social Media: http://en.wikipedia.org/wiki/ROI_of_Social_Media• Oreo Campaign: http://adage.com/article/digital/oreo-s-daily-twist-campaign-puts-cookie- conversation/237104/?utm_source=pulsenews&utm_medium=referral&utm_campaign=Feed:+Advertisin gAge/LatestNews+%28Advertising+Age+-+Latest+News%29• NCAA slides provided with permission by the NCAA.• Pinterest marketing (not technology) success. http://www.cbsnews.com/8301-205_162- 57537341/pinterest-ceo-says-key-to-success-was-marketing-not-engineering/ Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12
  44. 44. Questions?• You can reach me at: – lisarichardsonwaller@gmail.com – @lisarwaller – www.linkedin.com/in/lisarichardsonwaller Lisa Richardson Waller, guest lecture, UNC- Chapel Hill School of Journalism and Mass Communication, 10/24/12

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