Social Media 101 - why do social media & critical trends.

1. THE POWER OF SOCIAL MEDIA
Lin Humphrey, Ph.D.

2. LIN HUMPHREY

9. WHY SOCIAL MEDIA

10. SOCIAL MEDIA AS PART OF DIGITAL STRATEGY
Source: Gartner
WHY SOCIAL MEDIA

11. Source: Gartner
WHY SOCIAL MEDIA
SOCIAL MEDIA AS PART OF DIGITAL STRATEGY

12. Source: SAS
SOCIAL MEDIA IS A
CORE COMPONENT
OF THE CUSTOMER
JOURNEY
WHY SOCIAL MEDIA

13. WHY SOCIAL MEDIA

14. IS FACEBOOK STILL COOL?
Johnny Millenial
DISCUSSION QUESTION
WHY SOCIAL MEDIA

15. FACEBOOK STILL RULES
▸ It leads penetration of for
millennials
WHY SOCIAL MEDIA

16. FACEBOOK STILL RULES
▸ It leads penetration of for
millennials
▸ It leads amount of time
spent by millennials
WHY SOCIAL MEDIA

17. ▸ It leads penetration of for
millennials
▸ It leads amount of time
spent by millennials
▸ But its sister property
beats it in engagement
FACEBOOK STILL RULES,
BUT ITS SIBLING ROCKS
Source: BrandWatch
WHY SOCIAL MEDIA

18. Source: Forrester
WHY SOCIAL MEDIA

19. ▸ It leads penetration of for
millennials
▸ It leads amount of time
spent by millennials
▸ But its sister property
beats it in engagement
▸ And smart marketers
have to watch emerging
platforms
COMPETITORS
ARE EMERGING
WHY SOCIAL MEDIA

20. ▸ It leads penetration of for
millennials
▸ It leads amount of time
spent by millennials
▸ But its sister property
beats it in engagement
▸ And smart marketers
have to watch emerging
platforms
▸ And the graveyard
AND THE GRAVEYARD
GROWS
WHY SOCIAL MEDIA

21. SOCIAL CUSTOMER SERVICE

22. SOCIAL CUSTOMER SERVICE

23. SOCIAL CUSTOMER SERVICE

24. SOCIAL CUSTOMER SERVICE

25. SOCIAL CUSTOMER SERVICE - (& PR)

26. INFLUENCERS & INFLUENCE MEASUREMENT

27. Which do consumers trust most?
A. Brands
B. Celebrities
C. Strangers
Discussion Point
RATINGS & REVIEWS
Daboll, P. (2011, January). Ad Age.

28. Which do consumers trust most?
A. Brands
B. Celebrities
C. Strangers
Discussion Point
RATINGS & REVIEWS
Daboll, P. (2011, January). Ad Age.
👍

29. INFLUENCE MEASUREMENT & INFLUENCER MARKETING
http://www.adweek.com/socialtimes/why-influencer-marketing-is-the-new-content-king-infographic/618187

30. INFLUENCE MEASUREMENT & INFLUENCER MARKETING
🚫
TheShelf.com
▸ Errors - the influencer makes a
dumb mistake
▸ Omissions - the influencer does
not disclose adequately they are
paid.

31. INFLUENCE MEASUREMENT & INFLUENCER MARKETING
$1.3 million/year*
💰💰💰💰

32. INFLUENCE MEASUREMENT & INFLUENCER MARKETING

33. INFLUENCE MEASUREMENT & INFLUENCER MARKETING
▸ Influence measurement
▸ Identifies influencers for
product trial
▸ Delineates strong voices for
customer service escalation
▸ Can supplement lifetime customer
value as a metric of customer
prioritization
▸ Metrics today are flawed, so
opportunities exist.

34. INFLUENCE MEASUREMENT & INFLUENCER MARKETING
▸ 120 free flights + 140
party participants = 7.4
million impressions!
👀❗️❗️❗️

35. ▸ Betabrand
▸ Drives word of mouth
through encouraging
selfies
▸ Enjoys phenomenal
re-purchase and word
of mouth rates.
INFLUENCE MEASUREMENT & INFLUENCER MARKETING

36. ▸ Betabrand
▸ Drives word of mouth
through encouraging
selfies
▸ Enjoys phenomenal
re-purchase and word
of mouth rates.
INFLUENCE MEASUREMENT & INFLUENCER MARKETING

37. LOCATION & LOCATION ANALYTICS

38. ▸ Location Services are here to stay
LOCATION

39. LOCATION
▸ Foursquare/Swarm engages users with gamification and rewards

40. ▸ Foursquare/Swarm Drives crowdsources location reviews & tips
LOCATION

41. ▸ Foursquare/Swarm creates and licenses a rich repository of location data
LOCATION

42. ▸ Foursquare/Swarm predict economic events based on virtual foot
traffic
LOCATION

43. ▸ Location Services are here to stay
LOCATION

44. ▸ Location Services help with predictive analytics
LOCATION

45. BECOME A SOCIAL MEDIA NINJA

46. ▸ Think of customer journeys and micromoments, not
the traditional funnel (strategy matters)
▸ Have a solid bookshelf
▸ Subscribe to top thought leaders (email and Twitter)
▸ Seek good solid career advice from industry leaders
BECOME A SOCIAL NINJA

47. THINK BIG WITH AN IMC & CUSTOMER JOURNEY PERSPECTIVE
Source: Kate Sukpisan

48. ▸ How to build a career and manage a personal brand via social media
▸ Former DKNY SVP of Communications Aliza Licht

49. ▸ The power of marketing using advertising from social media platforms
and display/search advertising.
▸ Written by top execs from cutting edge data/analytics agency Merkle.

50. ▸ Simple explanation of the capabilities in analytics most marketers do
not fully exploit.
▸ Written by top execs from cutting edge data/analytics agency Merkle.

51. ▸ Concise explanation of how firms can manage customer relationships
and customer journeys through a holistic data program using internal
and aggregated data sources
▸ Written by CEO from cutting edge data/analytics agency Merkle.

52. LIN’S MUST SUBSCRIBE EMAILS, BLOGS, TWITTER ACCTS

53. DIGITAL EXECUTIVEADVICE ON SKILLS TO DEVELOP
Eric Williamson
SVP Social & Digital
Mullen Lowe
“Spend time as a community manager (internship) + learn the fundamentals of marketing strategy
(especially comms strategy basics) + learn how paid media/ paid social works.
As part of the media & strategy fundamentals make sure you learn how to look at data (performance
data, audience behavior, etc) to find insights. You don't need to be an analyst but you need to know
how to identify insights and ask the right questions.
[Also] learn paid social -- different game. How it works, the options out there per platform, which
ones to use for which KPI (reach, engagement, traffic), how to target audiences.”
Mike Cearley
SVP/Sr. Partner, Social
Fleishman-Hillard
“
“you'll never figure it out. That's the great thing about the work we do in the world we live in -
it's constantly changing so 'figuring it out' is all about your belief in principles, regardless of
technology - mine are the unrelenting focus on relationships and storytelling.”
“
“When considering recommending a social media strategy along with a digital marketing
strategy, it is important to considerthe brand and its commitment to effective social media.
Questions to ask are, is the brand willing/capable to provide the necessary infrastructure to
support effective social media? Does social have an effective "play" with the brand and how
will you measure the ROI?”
Kathleen Burr
SVP/Client Partner
Rockfish Interactive

54. BE PREPARED FOR THE UNEXPECTED.
LEARN EVERYTHING YOU CAN & KEEP LEARNING.
Strategy
Paid
Platforms
Community
Mgmt
Influencer
Marketing
Emerging
Technology
& Platforms
Digital
Transformation

55. QUESTIONS? COMMENTS? TWEET ME!
Lin Humphrey, Ph.D.
@LinHumphrey