This document provides an overview of social media for marketers. It discusses what social media is and why it matters for brands. Key statistics on social media usage are presented, showing the large percentage of people using platforms like Facebook, YouTube, and Twitter. The document also discusses metrics for evaluating social media performance and ROI. Several case studies are examined, including examples of both successful and unsuccessful social media campaigns from companies like KitchenAid, Netflix, and NBC. Overall takeaways focus on the importance of being transparent, nimble, listening to customers, and creating compelling content.

1. Social Media for
Marketers
Wendy Felton
Social Media Manager
Lubin School of Business

2. Let's start with the basics.
● What is social media?
● What do you use social media for?
● What brands do you follow on social media,
and why?
● What's unique about social media as a
communications tool?

3. Social media explained.

4. Why does social media matter?

5. Let's do the math.
About 75% of adults worldwide are online.
In the U.S. on any given day, 66% of adult internet users
visit a social media site.
● 12% of online adults say they use Pinterest
● 12% use Instagram
● 5% use Tumblr
● 66% use Facebook
● 20% use LinkedIn
● 16% use Twitter

6. Add two more factors.
Reputation + Trust

7. What does that add up to?
● One billion monthly active users as of October 2012
● 584 million daily active users on average in September 2012
● 604 million monthly active users who used Facebook mobile as of
September 30, 2012
● Over 100 million active users, 50% of whom sign in daily
● Over 250 million tweets are posted daily
● Significantly more female Twitter users than male
● Statistics show that Twitter can be as addictive as smoking

8. Keep adding.
● More than 187 million members in over 200 countries and territories
● 63% of LinkedIn members are located outside of the United States
● LinkedIn members did nearly 4.2 billion professionally-oriented searches on the
platform in 2011 and are on pace to surpass 5.3 billion in 2012
● Over 800 million unique users visit YouTube each month
● Second most-popular search engine behind Google
● More than a million advertisers using Google ad platforms
● 500 years of YouTube video are watched every day on Facebook, and
over 700 YouTube videos are shared on Twitter each minute
● Clicks on the like and dislike button have doubled since 2011, with 10
times as many likes

9. But what's the ROI?

10. Numbers aren't the whole story.
"There are three kinds of lies:
lies, damned lies, and statistics."
—Mark Twain

11. Be organic.

12. Have a vision.
Eyewear company Warby Parker sends customers several pairs of frames to
try on risk-free, then encourages them to post photos to their Facebook page.
Voilà! A fully integrated, never-ending stream of user-generated content—and
easily quantifiable interaction statistics.

13. Use these tools, too.
Sentiment
Tools like SocialMention or TweetFeel will help you sort whether mentions of your brand are positive or
negative. Services like Vitrue can tell you where and how your brand is being talked about.
Influence Scores
Klout uses a proprietary algorithm to score your social media interactions across multiple networks.

14. Let's look at some case studies.
Factors to consider:
1. What are the unique risks of social media?
2. What are the unique benefits of social media?
3. What does social media reveal about a company that
traditional forms of marketing would not?
4. Is social media sufficiently integrated with the company's
overall structure and strategy?

15. KitchenAid USA
During the first presidential debate in October, appliance
brand KitchenAid USA weighed in on Twitter.

16. KitchenAid USA
When President Obama mentioned his grandmother,
KitchenAid responded.

17. KitchenAid USA
The company quickly deleted the tweet and apologized.

18. KitchenAid USA

19. KitchenAid USA
KitchenAid took dramatic
action to reclaim their
brand name—and it
worked. Because they
acted so swiftly, most
stories about the errant
tweet included both the
apology and a statement
from their rep.

20. Netflix
Last fall, Netflix decided to spin off its home DVD delivery
business into a separate company.

21. Netflix
Surprise! Netflix didn't own the Qwikster handle on Twitter.
This guy did.

22. Netflix
A massive uproar spread quickly across social media, and
Netflix eventually backtracked.
RIP, Qwikster.

23. #nbcfail
NBC's tape-delayed coverage of the 2012 Summer
Olympics was a hot topic on social media.

24. #nbcfail
The Opening Ceremonies were hugely social.
140K public Facebook comments + 4.86 million Twitter comments =
More social than the 2012 Super Bowl,
the 2012 Grammys,
the 2012 Oscars,
the 2012 Golden Globes,
and all seven games of the 2011 World Series combined.

25. #nbcfail

26. #nbcfail
On the day of the Opening Ceremonies, there
were 212 #nbcfail tweets.
Two days later, there were 20,000.

27. #nbcfail

28. #nbcfail
Vivian Schiller, Chief Digital Officer for NBC
News and MSNBC, weighed in.

29. #nbcfail
So were NBC's ratings affected?

30. #nbcfail
NBC stuck to its strategy—and it paid off. Viewers had few
alternatives, so the network didn't need to shift its plans.

31. #nbcfail
But the internet never forgets.

32. What are our takeaways?

33. Be transparent.
Communicate clearly and regularly about outcomes—and
about processes.

34. Be nimble.
Have a Plan B in place, and know when to cut your losses.

35. Keep your eye on the ball.
Sometimes you have to stand by your strategy, even in the
face of a backlash.

36. Listen up!
Customers will tell you what they want. Pay attention.

37. What's next?
"Roads? Where we're going, we don't need roads."
—Doc Brown in Back to the Future

38. Content is king.
All companies are media companies now. Compelling
content builds brand engagement and loyalty.

39. Share and share alike.
Social sharing should align with business models and
marketing plans—it will play an increasingly key role in
determining a company's success.

40. Win, lose, or draw.
Gamification turns everyday activities into contests with
multiple marketing opportunities for companies.

41. Food for thought.

42. The bottom line.

43. Questions?

44. Thanks!
Wendy Felton
wfelton@pace.edu
linkedin.com/in/wendyfelton
slideshare.net/LubinSchoolofBusiness
@lubinbschool
/lubinschool