Social media basics includes: What is it? Why use it? What’s in it for you? Old Media vs. New Media, Push vs. Pull, Social Media at Work, Advantages vs. Disadvantages, Culture, Social Media Strategy, Creating a social media plan, Blogs, Twitter, Facebook, LinkedIn, Google+, Pinterest, PHOTO/VIDEO, Instagram, You Tube, CHOOSING PLATFORMS, SOCIAL MEDIA POLICY, LEGAL IMPLICATIONS, Creative Commons, PUBLISHING CALENDAR, TIME MANAGEMENT, Hootsuite

1. SOCIAL MEDIA

2. What is Your Social
Media IQ?
Novice or Expert

3. WHAT IS SOCIAL MEDIA?
It’s an ‘ONLINE COCKTAIL PARTY’
 Social = the instinctual need humans have to
connect with other humans
 Media = the tools we use to make those
connections with other human beings
 Defined = how we use technology to effectively
reach out and connect with other human beings,
create relationships, build trust and be there when
the people in those relationships are ready to buy
our products

4. FUN FACTS
 Most people aren’t using multiple social networks. Over
50% of Internet users either don’t use any social
networks, or use just one.
 Facebook and Instagram users are the most engaged.
Around 60% of their users sign in every day (compared
to 46% of Twitter users)
 Pinterest and LinkedIn are stand-alone networks. There
is much less crossover usage with other networks
(except Facebook).
 Pinterest and LinkedIn users are wealthier than the
other networks with a high percentage earning over
$75000 PA.

5. CATEGORIES
 Social Networking
 Publish
 Photo Sharing
 Audio
 Video
 Microblogging
 Livecasting
 Virtual Worlds
 Gaming
 Productivity Applications
 Aggregators
 RSS
 Search
 Mobile
 Interpersonal

6. SOCIAL MEDIA PHASES
LURKERS NOVICES INSIDERS LEADERS ELDERS

7. Fundamental Shift in Power
Customers are now controlling brands and messages
It’s word of mouth at the speed of light
Everyone can be a publisher

8. OLD RULES OF MARKETING
 Advertising – push strategy
 Needed to appeal to the masses
 Relied on interrupting people
 One-way communication
 Creativity was the most important piece
 Was important for ad agencies to win awards
 Advertising and PR were separate divisions run by
different people

9. NEW RULES OF MARKETING
 It’s more than advertising – pull strategy
 PR is more than just a mainstream media audience
 You are what you publish
 People want participation, not propaganda
 People want authenticity, not spin
 It’s about delivering content at just the precise
moment your audience needs it

10. RULES FOR THE NEW GAME
 Treat people well
 They will treat you well back
 Build a big network
 Your network = your net worth
 The wider your network, the easier it is to get things
done
 The more personal the relationship, the more
straightforward you can be

11. SOCIAL MEDIA AT WORK
Should we use it at work?
If so, for what?

15. SOCIAL MEDIA AT WORK
ADVANTAGES
 Facilitates open communication.
 Employees are able to discuss ideas, post
news, ask questions and share links.
 Provides an opportunity to widen
business contacts.
 Targets a wide audience, making it a
useful and effective recruitment tool.
 Improves business reputation and client
base with minimal use of advertising.
 Expands market research, implements
marketing campaigns, delivers
communications and directs interested
people to specific web sites.
DISADVANTAGES
 Opens up the possibility for hackers to
commit fraud and launch spam and
virus attacks.
 Increases the risk of people falling
prey to online scams that seem
genuine, resulting in data or identity
theft.
 Potentially results in negative
comments from employees about the
company or potential legal
consequences if employees use these
sites to view objectionable, illicit or
offensive material.
 Potentially results in lost productivity,
especially if employees are busy
updating profiles, etc.

16. OPEN LEADERSHIP
 Respect your customers
and employees have
power
 Share constantly to build
trust
 Nurture curiosity and
humility
 Hold openness
accountable
 Forgive failure

17. OPEN CULTURE
 Must let go to succeed
 Greater transparency can
lead to significant
changes
 Being open requires more
rigor and effort than being
in control
 People will push back

18. ANALYZE EXSISTING MEDIA
 Is it working?
 Expense/Conversion (ROI)
 Amount spent on marketing last year/total # of new
customers
 Who is doing it?
 Who are you reaching?
 Demographics
 Analyze your current demographics
 Identify future demographic groups

19. 5 STEPS TO INTEGRATION
Implement
& Measure
Identify
Resources
Integrate
Medias
Social
Media
Trinity
Analyze

20. SOCIAL MEDIA CAN…
 Attract customers
 Educate buyers
 Overcome resistance and address objections
 Establish your credibility, trust and authority
 Build buzz via social networks
 Build fan base and inspire customers to love you
 Inspire impulse buys

21. SOCIAL MEDIA STRATEGY
 Get clear about your goals
 Educate
 Sell
 Connect
 Branding
 Define your ‘ideal customers’
 Where they are online
 Choose social media platforms wisely
 Start with one platform and get involved
 Consistency is critical

22. SOCIAL MEDIA STRATEGY
 Follow the 80/20 RULE
 80% of posts must be things of value
 Tips, photos, quotes, humor, etc…
 Articles, Blogs, new items
 20% of posts promote your business or cause
 Coupons, specials, web links, promotions
 Invites to events

23. SOCIAL MEDIA STRATEGY
 Listening
 Industry
 Competitors
 Target market
 Potential customers/followers
 Monitoring
 Is it working?
 How do you know?
 ROI
 Monetary vs. Branding

24. SOCIAL MEDIA PLAN
 Engage the company and/or team
 Describe the business
 Perform a SWOT analysis of the companies current
marketing strategies
 Define goals and objectives
 Clarify your marketing message
 Coordinate all marketing efforts

25. SOCIAL MEDIA PLAN
 Identify tools to match goals
 Identify listening priorities
 Create a publishing and implementation schedule
 Implement consistently
 Measure
 Review and adjust as necessary

26. SUCCESSFUL ONLINE MARKETING
Convert
Transform
Attract

27. ATTRACT
• Brand
• Outcome
• Differentiator
***Start with a solid
foundation

28. CONVERT
Consumption of Content +
Time = Client
• Social media works best
as a tool for attracting
traffic and attention it
does not work well for
converting strangers
into clients
• Best conversion tool is
your own website

29. TRANSFORM
• Built on social proof
• You must do a good job
• Use success to attract more
success
• Testimonials
• Case studies
• Videos
• Audios
• photos

30. SOCIAL MEDIA TRINITY
Twitter
Social
Media
Blogs

31. BLOG PLATFORMS
 Wordpress
 Tumblr
 Website
 Blog Searches
 http://blogsearch.google.com
 www.technorati.com
 Follow industry blogs

33. BLOGS
 Who
 Should blog for your company?
 Who else is blogging in your industry?
 What
 Should you blog about?
 What are others blogging about?
 Where
 Will it reside?
 When
 How often?

34. BLOGS
 Why
 What are your goals?
 Why are you blogging?
 What do you want your readers to gain?
 How
 How will you find the time to start and stay
committed?

35. BLOGS
 Identify tools
 Identify content
 Identify plug-ins and widgets
 SEO advantages
 RSS and Readers
 Interconnection

36. GOOD CONTENT
TRUE RELEVANT HUMAN
PASSIONATE ORIGNAL SURPRISING

38. CONTENT RULES
 Embrace publishing
 Insight inspires originality
- know yourself
 Build momentum
 Speak human
 Reimagine, don't
recycle
 Be authentic
 Know the industry
 Share or solve, don't
shill
 Show, don't tell
 Do something
unexpected
 Stoke the campfire
 Create wings and
roots
 Play to your strengths

39. BLOG POST TEMPLATE
 Post title
 Let readers know how the blog will be useful to them, use an
element of surprise
 First sentence
 Hook the reader
 Next paragraph
 Begins to answer the question you raised earlier or explain your initial
statement
 Bulleted or numbered lists
 Create a list of your key points
 Add an image
 Close with a question

40. TWITTER
 Microblogging site
 Text-based posts up to 140 characters
 Connects in real time
 Great for SEO [Search Engine Optimization]
 Able to create business pages
 Can have multiple pages

41. TWITTER
 Largest penetration in the US
 5,700 tweets happen every second
 560 million users
 People use it for media consumption
 Twitter grew 44% from 2012-2013
 Twitter Search
 www.search.twitter.com then click on the Advanced
 Search to get specific keywords and regions. You don't
have to have a twitter account to find out what people
are talking about.

42. TWITTER JARGON
 @reply
Used to directly talk to someone or mention them.
 DM or Direct Message.
This is a private message.
 # or hashtag
This is a way to break a conversation out into a
type of “chat room”.
 RT or Retweet
A way to pass along information from one person
you are following to all your followers.

43. WAYS TO USE TWITTER
 Connecting with current
clients
 Finding new customers
Forming joint ventures
 Watching the competition
 Get instant market
feedback
 Share your followers
respect
 Let people sample your
style and work
 Generate quality traffic
 Build trust
 Generate content
 Generate ideas
 Find people
 Manage your
reputation

44. FACEBOOK
 A billion users worldwide
 Largest opportunities with consumers
 2.5 billion pieces of information shared each day
 Facebook is ageing. 45% of Internet users aged
65+ use Facebook65+ use Facebook

45. FACEBOOK
 Personal Profiles
 Groups
 Pages
 Insights
 Advertising

46. FACEBOOK
 23% of users log in at least 5 times a day
 47% of Americans say Facebook is their #1
influencer of purchases
 70% of marketers used Facebook to gain new
customers
 Facebook Search
 www.Facebook.com/Search Select Pages to limit
your search to just Pages. Search on keywords in
your niche to see what people are doing.

47. WAYS TO USE FB PAGES
 Company page
 Build audience
 Use FB as “ ___”
 Understanding insights
 Advertising
 Promote post
 Ad promoting page or website
 Follow others
 Settings

48. LINKEDIN
“Relationships Matter”
 Professional network
 Interest groups
 Job search tool
 Online resume
 Recruiting tool
 Recommendations
 Company pages

49. LINKEDIN
 79% over the age of 35
 250 million users
 Used by corporate brands
 Gives smaller companies an opportunity to network
and connect
 The best time to post on LinkedIn is Tuesday
through Thursday, when professionals are either
beginning or finishing their workday.

50. WAYS TO USE LINKEDIN
 Share professional information
 Establish your expertise
 Identify industry trends
 Highlight blog
 Showcase work samples
 See who has viewed you
 Build a powerful network

51. GOOGLE+
 Interacts with all Google apps
 Must have a Google account
 Run by the #1 search engine
in the world
 Content can rank in search
results
 Circles
 Hangouts
 Integrates easily with other platforms

52. GOOGLE+
 925,000 new users every day
 400 million active users
 Not as many brands participating but the ones
that are find strong followings
 45 to 54 year old bracket increased its usage on
Google+ by 56% since 2012

53. PINTEREST
Mission is to “connect everyone in the world through
the ‘things’ they find interesting“
 Pinboard-style social
photo sharing website
 Pinboards are themed so that
pins can easily be organized,
categorized and discovered by
other users.

54. PINTEREST
 All about discovery
 68% female
 Largest opportunities
 Fashion, home décor, babies, wedding and recipes
 70 million active users
 Poised to become one of the top four platforms

55. INSTAGRAM
 Online photo-sharing, video-sharing and social
networking
 Able to apply photo filters
 Share photos on other networks
 No advertising
 Follower model like Twitter
 Easy to use

56. INSTAGRAM
 All about pictures and now short [15 second]
videos
 Brands are participating using #hashtags and
posting pictures consumers can relate to
 Most followed brand is MTV
 150 million active users
 Most users under the age of 35

57. YOU TUBE
 Over 2 billion video views per day
 Over 35 hours of video uploaded per minute
 70% of YouTube traffic comes from outside the U.S.
 2 billion video views per week are monetized
 Every auto-shared tweet results in six new YouTube.com
browsing sessions.
 YouTube was initially funded by bonuses received
following the eBay buy-out of PayPal
 Google paid $1.65 billion for YouTube in November
2006

58. BEST VIDEOS FOR BUSINESS
 How to videos – make sure title them “How to ___”
 Frequently asked questions video about your
business.
 Describe how your business is different. What is
your unique offering to your clients?
 Customer Testimonials

59. BEFORE YOU FILM
 Watch some of the most shared videos
 Practice creating some videos for fun
 Do NOT spend lots of money – there is no need
 Research your industry
 Decide to give it a try

60. YOU TUBE
‘Video is 50 times more likely to appear on the first
page of a search result than standard text based
content’ recent Forrester Research report
Every minute 24 hours where the video was
uploaded to YouTube alone

61. WHICH PLATFORMS TO USE?

62. GOOGLE ALERTS
 Create alerts against your searches
 Six categories
 News
 Web
 Blogs
 Images
 Videos
 Groups

63. Creating a Social Media Policy
 In today's virtual working world, social media will
inevitably come up. It's critical to define what your
company expects early on, so you can benefit
from the positive aspects of the medium rather
than try to fight against them.

64. SOCIAL MEDIA POLICY
 Examine corporate culture and social media goals
 Get buy in at the appropriate levels
 Define the scope
 One policy for the entire company? Or separate policies
for different departments?
 Research state and federal laws
 Clarify policy rules
 Address personal vs. professional
 Keep in short

65. #1 The Strict Policy
 Employees often must state disclaimers separating
themselves from their company
 Their workers are not able to ever communicate as
customer service unless granted permission
 Employees cannot share logos of the company
 Social media is not allowed or tolerated in the
workplace at all

66. #2 The Common Sense Policy
 Users should be respectful and courteous
 Employees are expected to be honest about who
they are
 Workers can't publish any confidential company
information
 Expected to respect the privacy of other
coworkers and clients

67. #3 The Balanced Policy
 Allowed to promote company events and
integrate the company respectfully
 Avoid controversial topics to steer clear of bad
press and labeling
 Encouraged to interact with marketing online
 Allowed to state what company they work for and
talk about the company, within reason

68. Ford’s Social Media Policy
 Use your common sense.
 Beware of privacy issues.
 Play nice, and be honest.

69. LEGAL IMPLICATIONS
 Disclosure of Confidential
Information
 Unauthorized Use of
Trademarks
 Unauthorized Use of
Copyright-Protected
Works
 Defamation Issues
 Electronic Discovery
 Dynamic Information
 Human Resources Issues
 Securities
 Privacy/Publicity
 Endorsements
 Employee safety
 Computer hacking

70. CREATIVE COMMONS
Creative Commons (CC) has
released several copyright-
licenses known as Creative
Commons licenses free of
charge to the public. These
licenses allow creators to
communicate which rights
they reserve, and which
rights they waive for the
benefit of recipients or other
creators.

72. PUBLISHING CALENDAR

73. PUBLISHING CALENDAR
DAILY
 Twitter 5-20 times per day
 Facebook 1-2 posts per day
 Pineterest
 LinkedIn
 Respond to news items
 Respond to blog comments
 User generated content on your own site

74. PUBLISHING CALENDAR
Weekly
 One new blog post, two or three if you can
manage
 Short video
 How-to article
 Participation in related forums
 Update your primary websites pages or sections
 Add all new contacts on LinkedIn

75. PUBLISHING CALENDAR
MONTHLY
 A meatier blog or article based on deeper research
 Create and mail an e-mail newsletter
 Produce a short video
 Produce an audio podcast
 Produce a PowerPoint presentation and post it to SlideShare
 Organize and promote a meet up
 Contribute a guest post or article to another blog
 Produce a webinar
 Publish a case study or customer success story

76. PUBLISHING CALENDAR
QUARTERLY
 Research-based white paper
 Create a case study collection
 E-book
 Video series
 Special addition E-news letter
 Contest or sweepstakes

77. PUBLISHING CALENDAR
Annual:
 Live or virtual event
 Executive Roundtable
 Industry White paper
 Speak at an annual conference
 Announce and launch a contest or sweepstakes
 iPhone app
 Update your web presence with a new story feature
 Produce a game

79. TIME MANAGEMENT
 Consistency is key
 One platform at a time
 Enlist others
 Set a timer
 Set aside technology-free
zones and/or times
 Use Hootsuite

80. HOOTSUITE
 Site allowing you to post to multiple social media
sites
 Facebook, Twitter, LinkedIn, Etc..
 Schedule posts for later dates
 Great for organizing multiple
channel social media campaigns
 Time management tool
 Measure campaigns across platforms

81. www.smccme.edu
Michelle Neujahr
mneujahr@smccme.edu