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?
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
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
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.
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.
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.
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.