Interweb & Webernet • These are things that do not exist. Avoid this terminology. • Yes, seriously.
Social Media: The Web 2.0• The Web 1.0 • Web 2.0: The next – Google generation… – Email – User-generated content – HTML – Crowd-sourcing – Users are consumers of – Social Media content – Mobile What’s next?
How do you “do” social media?• The reverse of everything you know about marketing• Push v. Pull• Broadcast v. One-on-One• Conversions & Conversations• Get comfortable with change• It isn’t an exact science… It’s a new frontier• Is it really free?• Where do you start?
What to do:• Make a plan• Set SMART goals – Specific, measurable, attainable, realistic, timely• Be consistent• Stick to your brand image• Share great content• Be engaging• Be a good listener
What not to do:• Don’t be pushy• Don’t spam• Don’t try to grow your network too quickly• Don’t try to sell• Don’t use traditional marketing techniques• Don’t forget to say “Thank you”
Great Content: What is it?• Created for your ideal customer• Helpful, informative, and entertaining• Sent out on a consistent basis• Can “go viral” quickly and easily• Linked to your website (ideally a product, service, or blog)• Includes a call to action
Twitter• 465 Million Accounts• 175 Million Tweets per Day• 8% of US Internet Users• Hispanic female, 20-Something, Attended College• Media outlets are by far the most active users• 77% of Top 100 Companies use Twitter• 24% check updates every day; 21% never check
Facebook• 845 Million Monthly Active Users• 100 Billion Connections• 1 of 5 Pageviews• 75% of Millennials (18-29) are on Facebook• Largest publisher of all US display ad impressions• 39% of business owners plan to spend money on Facebook ads this year• 27% of interaction comes through the newsfeed- the most important place to reach fans• Advertising shows effects similar to TV• Greatest growth ages 35-49• Of people who use social media 95% or more of ALL AGE GROUPS are on Facebook (LinkedIn next with 28%)
What do we do again??• Post “Great” content: – Created for your ideal customer – Helpful, informative, and entertaining – Sent out on a consistent basis – Can “go viral” quickly and easily – Linked to your website (ideally a product, service, or blog) – Includes a call to action
Great Content: What is it?• Created for “P1”• Helpful, informative, and entertaining• Sent out on a consistent basis• Can “go viral” quickly and easily• Ideally linked to station website or blog• Includes a call to action
Tips• Be yourself – USC Study on Radio Personalities• Listen and RESPOND – Always acknowledge comments• Two-Way Communication – Ask questions, fill in the blank, caption “contest”• Keep it short – Think “Headline.” 90-150 Characters• Use pictures and videos• Limit niche/local content• Match posts with breaks
Ideas• New song? – Post the video and ask what people think• Breaking news? – Don’t be late to the party! Ask a question- and anticipate the response (keep it short).• Caption contests• Fill in the blank• Follow web news sources• What would make you respond?
Who’s Posting, How Much, and When?• 2 Posts per Shift – Vary times- see what works best – Post in your timeslot only (when live)• Take turns nights and weekends• Check the page to make sure no one posted similar content