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Social Media
The document discusses social media best practices and covers several topics: - The history of social media from its origins in the 1970s to current popular platforms. - Legal issues to consider when using social media, including trademarks, discovery, human resources, and securities laws. - Popular social media platforms and how customers engage with brands on each. - Ways for businesses to leverage social media to grow, such as engaging customers on multiple platforms. - Key performance indicators and tools for measuring the success of social media campaigns, like traffic, engagement, and buzz generation.
Social Media
- 1. Social Media Best Practice's By:Dr. Deborah Ferber
- 2. Topics Covered History ofSocial Media for Marketing Legal Issues Using Social Media Social Media Platforms and Customer Engagement Leveraging Social Media & Growing Your Business How to Measure Your Success
- 3. History of SocialMedia
- 4. History of SocialMedia What is Social media? Describes the technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other and sell products and service. A radical change has occurred in the world of advertising and marketing “Fasten Your Seatbelt”
- 5. 1979 Usenet 2000 -2017 Apps Blogs Podcast Wikis 1995 -1998 1stSocial Networking Site Classmates.com 1984 Listservs 1988 IRC 1971 Email 1990-1993 Personal Web Sites Discussion Groups Chat History of Social Media T T History of Social Media
- 6. GROWTH Of SocialMedia 10/14/2018 Social Media’s Timeline
- 7. History of SocialMedia 10/14/2018 Product proliferation and availability means more choice for the buyer today……..
- 8. Source: “Left BrainMarketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004) Source: Darwin Day Conference, Google History of Social Media Today, media is fragmented • 13,500 radio stations (4,400 in 1960) • 17,300 magazine titles (8,400 in 1960) • 500+ TV channels per home (5.7 in 1960) And the Web: • Millions of sites • Billions of pages
- 9. History of SocialMedia Source: http://darmano.typepad.com/logic_emotion/files/logic_emotion.ppt
- 10. Legal Issues UsingSocial Media Legal Issues Using Social Media
- 11. Legal Issues inSocial Media Unauthorized Use of Trademarks Unauthorized use of third party trademarks on a social media site may lead to legal liability for trademark infringement, dilution or unfair competition.
- 12. Legal Issues inSocial Media Electronic Discovery Today, tweets on Twitter, status postings in Facebook, and discussion forum postings on LinkedIn are all discoverable information to the same extent as emails and text messages. ThisPhotobyUnknownAuthorislicensed underCCBY-NC-SA
- 13. Legal Issues inSocial Media Dynamic Information Social media content can be edited. Just because its removed, people have already seen in. Once published it Lives on forever
- 14. Legal Issues inSocial Media Human Resources Issues It is becoming increasingly common for company HR departments to review the Facebook, LinkedIn, and other social media pages of both job candidates and current employees. While this practice can be useful to help make hiring decisions, companies must ensure that their hiring and retention practices do not unlawfully discriminate based on information available through such candidates’ and employees’ social media pages. In addition, professional social media sites such as LinkedIn offer the opportunity for people to write recommendations for others in their networks. - a good recommendation can later make it difficult for a company to defend against a claim of wrongful termination; and - a negative recommendation may result in discrimination, defamation, or workplace retaliation claims.
- 15. Legal Issues inSocial Media Securities Businesses with an Internet presence must be vigilant to ensure that securities laws and regulations are not violated. Employees and executives need to be careful about what they say. - The CEO of Whole Foods was taken to task for a series of message board postings he had made under a pseudonym, talking down his company’s competitor, Wild Oats.
- 16. Legal Issues inSocial Media Unauthorized Use of Copyright- Protected Works Copyright violations can lead to jail time, fines & law suits Copyright-protected works, such as text, videos, music, photographs, and source code, are often copied from another location and used on a social media website without the authorization of the content owner.
- 17. Legal Issues inSocial Media Endorsements The FTC says that bloggers who receive compensation for discussing a product or service must disclose that their comments are paid; but it could also apply, for example, to someone who receives free nights from a hotel and then tweet about how great the hotel is. Similarly, employees who truly love their company’s offerings and tweet about them or discuss them on message boards are supposed to disclose that they are employed by the company.
- 18. Social Media Platformsand Customer Engagement Social Media Platforms & Customer Engagement
- 19. Social Media Platforms& Customer Engagement Top Social Media Platforms 2017 T
- 20. Social Media Platforms& Customer Engagement Consumers behave differently Follow Them ! • They meet in different places Social networks, blogs, forums • They share content and spread the voice Viral videos, blogs, Twitter • They influence • They comment • They advertise themselves T
- 21. Social Media Platforms& Customer Engagement Consumers communicate more Go where they are! • People regroup on communities • Word-of-mouth is stronger • People read blogs and consume more user generated content • People tend to take part in online conversations and are happy to communicate with brands
- 22. Social Media Platforms& Customer Engagement Strong trends Follow Again ! • 41% of users read blogs • 47% of the time people spend on the internet is spent looking at content and 33% spent communicating • 91% of users are likely to buy on recommendation • 330 million online video viewers • Twitter is 1 million users and 3 million messages/day • LinkedIn is 19 million users …
- 23. Social Media Platforms& Customer Engagement Conversations …and conversations ! • « Markets are conversations • « Markets are getting smarter, more informed, •« Companies that assume online markets are the same kidding themselves. • « Companies that don’t realize their markets are now networked are missing their best opportunity. • « Companies can now communicate with their markets directly.If they blow it, it could be their last chance. • « Companies that do not belong to a community of course will die. » (
- 24. Buys tickets online Checks scores Looks for information about games Reads up on newAlbum releases Reads friend’s postings Gets the latest updates on favorite teams Downloads Songs Music Sites Sports Sites Blog Sites Movie Sites Gaming Sites Google.com Searches for “what’s cool” Social Media Platforms & Customer Engagement Consumer Touch Points
- 25. Leveraging Social Media& Growing Your Business Leveraging Social Media & Growing Your Business
- 26. Social Media Platforms& Customer Engagement Reach the Right People ! • Long tail effect Reach the small communities on the web • Connect with people Reach the people where they are • Keep brand positioning Keep brand awareness to relay offline marketing campaigns • Generate more traffic • Enlarge the targeted segment
- 27. Leveraging Social Media& Growing Your Business …to start with • Go and meet users on the Internet Answer comments left by users on multiple blogs. Read what they say about your brand. • Set up collaborative tools Make sure you offer tools to your customers to share with you about your products (blogs, forums, online surveys). • Connect with your customers Be present on online social networks and create a profile for your brand. • Replay offline campaigns on the Internet Post your last TV campaigns on YouTube, announce your coming event on Twitter, post feeds on Facebook, Blog about your brand...
- 28. Leveraging Social Media& Growing Your Business …to start with • Engage users in product testing Create restricted communities who will be able to test the product and help in its development. Create user communities. • Engage users to buzz Share and present your products to bloggers in order to engage a viral wave. • Trigger the conversation Engage the conversation on your blog and over chat rooms. Post on other blogs. • Develop an honest and viral state of mind Be open, do not be afraid, be honest and share as much as you can.
- 29. Leveraging Social Media& Growing Your Business Use multiple tools and spread your presence ! • Leverage the effect by using multiple tools • One media or one profile is not enough to see the effects • It is the combination of multiple tools that will make you successfull
- 30. Leveraging Social Media& Growing Your Business Facebook Create a page ! • Create a page for your brand
- 31. Leveraging Social Media& Growing Your Business LinkedIn Create a group ! • Create a group about company employees
- 32. Leveraging Social Media& Growing Your Business Twitter Create an account ! • Create an account and share useful links
- 33. Leveraging Social Media& Growing Your Business YouTube Post videos ! • Create viral spots like lip dubs • Post helpful content for users
- 34. Leveraging Social Media& Growing Your Business Slideshare Post presentations ! • Create useful presentations
- 35. Leveraging Social Media& Growing Your Business Blogs Become a Blogger! • Blog on your corporate blog • Share with bloggers and keep them informed about your actuality – They are interested by news Become
- 36. Leveraging Social Media& Growing Your Business Follow conversations… …and reply ! • Read all conversations that are done about your brand • Participate to these conversations by replying and commenting • Respond quickly for a stronger effect • Share quality content
- 37. How to MeasureYour Success How to Measure Your Success? This Photo by Unknown Author is licensed under CC BY This Photo by Unknown Author is licensed under CC BY-NC-ND
- 38. Measuring Your Success CreatingBuzz ! How is your social media campaign going? • Responsiveness of a communication that should be lower than 24h • Number of quality blog posts • Number of meaningful comments • Quality of content shared Th
- 39. What KPI ? Trafficand quality ! KPI = key performance indicator (KPI) is a type of performance measurement. KPIs evaluate the success of an organization or of a particular activity in which it engages on social media. • Number of links from other sites to the brand’s URLs • Number of posts quoting or linking to the brand
- 40. Measuring Your Success MetricsTools ? Easy tools to set up now ! • Subscribe to Google Analystics • https://www.google.com/analytics/#?modal_active=none • Subscribe to Google Alerts for the URLs/words you want to monitor https://www.google.com/alerts • Subscribe to HootSuite for scheduling tracking https://hootsuite.com • Create a Technorati account www.http://technorati.com/ IFTTT stands for If This Then That. www.https://ifttt.com/
- 41. How to MeasureYour Success The “Satisfaction Effect” Sour
- 42. Social Media TakeAway Identification Most basic level of engagement Having sense of shared values and common experience, Belonging People who are passionate enough to devote lot of time and/ or money Commitment Source: The Henley Centre/ Redwood 2003
- 43. Social Media Best Practice's THANKYOU! For more information: Dr. Deborah Ferber dferber@Brandman.edu https://www.youtube.com/watch?v=iqaFuAsTjjo