Managing the Social Media Explosion


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Americans spent 121 billion minutes on social media in the first part of 2012 alone. With so many new platforms popping up and masses of people young and old adopting social networking, what’s a time-strapped businessperson to do?

Stacey King Gordon from Suite Seven leads a workshop to help you thoughtfully evaluate how to develop a sustainable and successful social media strategy. The days of being everywhere and everything to everybody are over. The workshop will look at optimal uses for social media channels and lead you through exercises to evaluate and plan for develop a social media presence that supports brand awareness and business growth. We will also look at how to measure results and build a framework that lets you stay nimble and tweak your approach for the best results.

Published in: Business
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  • Stacey Gordon intelligently links knowing your customer and understanding your business through the lens of social media. Very clearheaded presentation on the importance of an authentic voice as the cornerstone of any company's social media approach.
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Managing the Social Media Explosion

  1. 1. @staceykgordon@suiteseven
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  4. 4. Our hyperconnected world By 2015, devices will outnumber people by 2:1 By 2020, devices will outnumber people by 6:14 Nielsen’s Global Trust in Advertising Survey, 2012
  5. 5. Annual Internet traffic will reach more than 1 zettabyte by 2015. Cisco5
  6. 6. We’re mostly usingsocial media.6
  7. 7. Socialmediais the 1 of 5 minutes spent online is spent on social media#1 82%online of people age 15 and older have been reachedactivity. by social media globally 3 of 4 minutes spent on social media is spent on Facebook7
  8. 8. En.Gauge Media8
  9. 9. 39%of time spenton social mediais on mobile9
  10. 10. “It seems like everyone’s discovered Pinterest this week!” February 17, 201210
  11. 11. 1 in 5 women online are using Pinterest.11
  12. 12. “Expect to see aproliferation ofnichesocialnetworksover the next 12months offeringdeeperfunctionality andgreaterengagement.” 12James Murray, Experian,
  13. 13. “Expect to see aproliferation ofnichesocialnetworksover the next 12months offeringdeeperfunctionality andgreaterengagement.” 13James Murray, Experian,
  14. 14. “Google ismaking theSEO industryobsolete.SEO willbe deadin twoyears. ”Adam Torkildson,SEO guru, in Forbes,August 2012 14
  15. 15. We don’t have a choice about whether we do SOCIAL MEDIA The question is HOW WELL WE DO IT Erik Qualman, author of Socialnomics15
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  17. 17. Start with 2 social media platforms.• Target different customers with different kinds of content.• Piece together different facets of your brand story.• Builds visibility for your brand (because you’re in more places).• Lets you develop a rhythm, learn and experiment without getting overwhelmed. 17
  18. 18. S pecificSet goals M easurableforsocial A ttainablemedia. R elevant T ime-bound 18
  19. 19. We want to grow brand S NO: awareness. M YES We want to grow our online followers by 50% : this year. A NO: We want to increase sales. We want to foster 30% more R YES repeat business among existing customers in the : next 2 years. T19
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  21. 21. • How old is she?Your customer persona • Where does she live? • Does she have children? • What does she do as a career? • What does she enjoy doing in her spare time? • What does she read and watch? • What else is she a fan of? • What’s important to her? 21
  22. 22. • She’s 38.Your customer persona • She lives in Minneapolis. • She has 2 kids. • She is a pharmaceutical sales rep. • She loves cooking and watching old movies. • She’s a baseball fan. • She loves designer shoes. • She wants to enjoy life and have fun with her family. She wants to make an impact in her job. 22
  23. 23. Your customer persona Where does she hang out online? 23
  24. 24. Age Gender Household Income 18-29 86% Women 72% <$30,000 68% 30-49 73% Men 62% $30K-$49,999 62% 50-64 57% $50K-$74,999 69% 65+ 35% >$75,000 73% Where They Live Education Urban 72% High school 60% Suburban 65% Some college 73% Rural 63% College+ 68% Pew Research Center’s Internet & American Life Project Omnibus Survey, 201224
  25. 25. Age Gender Household Income 18-29 19% Women 25% <$30,000 10% 30-49 19% Men 5% $30K-$49,999 15% 50-64 12% $50K-$74,999 23% 65+ 4% >$75,000 18% Where They Live Education Urban 13% High school 11% Suburban 16% Some college 16% Rural 18% College+ 20% Pew Research Center’s Internet & American Life Project Omnibus Survey, 201225
  26. 26. Use that brain…26
  27. 27. “We’re living in a time when we can reach the world directly, without having to spend enormous amounts of money on advertising and without investing in huge public relations efforts to convince the media to write (or broadcast) about our products and services. There is a tremendous opportunity right now to reach buyers in a better way: by publishing great content online, content people want to consume and that they are eager to share with their friends, family, and colleagues.” David Meerman Scott World Wide Rave27
  29. 29. David Meerman Scott World Wide Rave29
  30. 30. 1Think (andcommunicate)“different.”30
  31. 31. Social media is a two-way street. “With everything you do inBrian Solis, social media, you have toauthor and participate in order to buildmedia strategist bridges that connect people and the company.” 31
  32. 32. • Join the community, and contribute something to it. Be a generous participant.• Listen and provide feedback.• Invite people to engage you. Ask open-ended questions.• Prompt people to talk back to you. Let it be known that you’re ready to talk.• Be ready for social media to become a customer service channel.• Be transparent, be human, be yourself. 32
  33. 33. Listening Use social media tools to research with and better understand your customers. Talking Use social media to spread your brand and company goalsPeople Energizingfirst, then Find your “unofficial” leaders and brandtechnology. enthusiasts and use social media to supercharge the power of their ideas andForrester Research, 2012 word of mouth. Supporting Set up social media tools to help your customers support each other. Embracing Integrate your customers into the way you do business and give them an avenue to 33 share ideas.
  34. 34. 2Use the 70/20/10 rule.34
  35. 35. 70% of your content should add value in some unique or original way. 20% should be content you share from others (curated content) 10% should directly promote your products35
  36. 36. Figure out your CONTENT MIX36
  37. 37. • Quotes • Articles • Questions • “Deep thoughts” TEXT • News • Anecdotes • Examples • Product updates • Sales/offers37
  38. 38. People do read online. They justread differently.•Write to-the-point, action-orientedcontent.•Use a “human” and personal voice.•Make it scannable.•Write it so that people “get it” withouttrying too hard.•Be careful using too much shorthand(LOLs), especially with older audiences. 38
  39. 39. • Photography • Products • People • PlacesIMAGES • Pretty/cool things • Illustrations • Cartoons • Infographics39
  40. 40. On Facebook, photos attract 53% more “likes” than text-only posts and links. Hubspot, October 201240
  41. 41. • Video • Products • People • Activities/events • EducationMULTIMEDIA • Fun things • Stories • Audio • Interviews • Podcasts/commentary • Stories • Music • Animations 41
  42. 42. “Video is far and away a more powerful way to tell the story … it’s the easiest thing to share and consume in this lazy day and age.” Debbie Sterling, founder, GoldieBlox 42
  43. 43. 3Create a calendar.43
  44. 44. 3 important reasons to use a publishing calendar 1.See content holistically so you can plan the right mix. 2.Develop a different approach for each platform, to create complementary content. 3.Establish a cadence and plan proactively for upcoming seasons and events.44
  45. 45. 4Make sure your imagesare good-quality.45
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  47. 47. Facebook47
  48. 48. People are engaging with brands the same way they engage with friends. 40 of Facebook users follow a brand. % 15 of those followers intend to make a purchase48 % from that brand within 60 days. Scott Galloway, L2ThinkTank, on
  49. 49. Post regularly, but not too regularly. •Ideal: 1x a day to 3-4x a week •Not: less than 2x a week. Design your business page. Give your “fan club” special perks. •Facebook-only sales •Contests •Sneak peaks or exclusives Be truly social. •Publish content that encourages interactions. •Talk back when followers talk to you. •Address negative comments swiftly and publicly.49
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  52. 52. 52
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  54. 54. Pinterest54
  55. 55. Pinterest is highly influential for consumers. 47 of U.S. online consumers have made a purchase % based on recommendations from Pinterest. 4X more revenue per click is generated on Pinterest than Twitter, and 27% more than Facebook.55 Scott Galloway, L2ThinkTank, on
  56. 56. Post regularly, but don’t spam. •Ideal: 5x-30x a day Don’t just post product photos. But when you do, make sure they link to the right page on your website. Follow others (including “influencers”) and repin/like/comment on their posts. Be sure to attribute to the original source and include the link to the corresponding page. Make your website Pinterest-friendly. •Publish good-quality images on your own website. •Incorporate “Pin It” buttons.56
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  58. 58. Mobile-friendly website58
  59. 59. Make your website inviting forsocial media users who clickthrough from a mobile device.•Use a mobile plug-in.•Don’t make the site too graphic-intensive or make it too text-heavy.•Get rid of Flash and Javascript.•Simplify navigation.•Use responsive design.•Make your phone numbers clickable. 59
  60. 60. If you decide to startblogging …60
  61. 61. • Have a clear content plan and calendar.• Write from the heart, and be authentic … people are more likely to read it.• Be concise (i.e., short).• Focus on catchy, descriptive headlines.• Be realistic.• Cross-promote your content. 61
  62. 62. Measurement62
  63. 63. Pay attention to the stats that matter:•It’s not about page Likes or followers,it’s about engagement.•At this stage, keep track of what contentgets most engagement: and repeat.•Track how social media is driving trafficto your website. 63
  65. 65. Be patient. Try stuff. Watch and adjust.65
  66. 66. Get the hang of it, then scale.66
  67. 67. THANK YOU!