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Social Media 101: Choosing Your Social
Media Tools
October 15, 2013
Presenter: Debra Askanase

1
Former About the presenter Debra Askanase
nonprofit
executive director,
• manager, business
Master text styles
– Second level
consultant
• Third level
Little know fact:
– Fourth level
I was the first Fifth level
» ED of
Hyde/Jackson Square Main
Streets
Digital Engagement
Strategist
debra@communityorganizer20.com
2
Agenda
What is social media?
– Definition
– Categories
– Uses
Who uses what?
– Demographics of social network users
Primary social media channels
– Facebook, Twitter, Blogging, LinkedIn, Yelp
Up and coming social media channels
– Pinterest, Instagram, Tumblr, short-form video
Which should I choose?
Wrap-up and takeaways
Workshop takeaways
• An understanding of what social media is, and is not
• A working knowledge of the popular social media
channels and tools
• A map for selecting the right tools to support your
business strategy
What Is Social Media?

5
Your website isn’t just your
URL
It’s your entire
Social Web
Website
“…highly interactive platforms
through which individuals and
communities share, co-create,
discuss, and modify usergenerated content.”
-Wikipedia, social media definition
http://www.flickr.com/photos/49601347@N00/934211103/
A platform for multi-person conversation
Organic and emergent

http://www.flickr.com/photos/eelssej_/524781662/
http://www.flickr.com/photos/44315708@N00/248975018/
Includes viral elements
http://simplify360.com/blog/building-business-on-customer-experience-through-social-media/ 12
Traditional vs. social communication
Traditional

Social

Broadcast (1-way) messaging

Messaging is conversational and valueadded

Obscure activity

Transparent activity

Acts as an island

Engages, and
builds relationships, 2-way
communication

Focuses on materials, collateral,
earned media, email

Understands the power of social + email
+ website, powered by content

Customer service top-down

Customers feedback is welcome and
invited
It’s really about conversations
Social
bookmark
ing
Ratings

Forum

Blog

Micro
Blogging

Select
your best
platform

Social
Networks

Image
Sharing
Video
Sharing

Podcast
Wiki
10 Tips for succeeding with social
1.
2.
3.

Content matters. Fresh and valuable content matters most.
Know where your audience is, and prioritize.
If you’re not conversing, you’re not using social media
properly.
4. Understand why your customer wants to talk with you.
5. Understand the cultures of your social media channels.
6. Sharing is everything. Share 110% of the time.
7. It’s not about you, it’s about your network.
8. Listen. Not just once but constantly.
9. Participate and be yourself.
10. Practice abundance thinking >> include, share, amplify.
The Social Media Funnel
Who Uses What?
Demographics, social media channel use, trends

18
If time spent on the internet was distilled into 24 hrs
27 percent of it would be
spent on social
networking and forums

http://press.experian.com/United-States/Press-Release/experian-marketing-services-reveals-27percent-of-time-spent-online-is-on-social-networking.aspx
Facebook Friendships Worldwide 9.24.13

20
What dominates?
Images
Video
Shareable content

http://www.flickr.com/photos/35375520@N07/3702507860/
22
http://blog.nielsen.com/nielsenwire/social/2012/
Largest use demographic: Hispanic
Largest age demographic: 18-29
Urban/suburban: about equal
Education level: High school +
Income: all about equal

http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_S23
ocial_networking_sites_update.pdf
http://www.emarketer.com/Article/Google-Trumps-Twitter-EarningSecond-Place-Total-US-Social-Account-Holders/1009937

24
US social network demographic breakdown
Ages 18 - 29

Urban

Tumblr
Twitter
Instagram

Twitter
Instagram
Facebook

Top US social
networks
Facebook
Twitter
LinkedIn

On the rise
Pinterest

Instagram

Tumblr

Google +
http://www.pewhispanic.org/2013/03/07/vi-social-networking/

26
http://mashable.com/2013/08/16/teens-social-media-chart/

27
Social Media Channels for Business
Facebook, Twitter, Blogging, LinkedIn, and Yelp

28
2011
29

2012

https://dl.dropboxusercontent.com/u/3503218/Flipping-Books/Wave7/index.html#1/z

2013
The Neighborhood Diner
Where you don’t
always know
everyone very well,
but they all want to be
there.
Good for personalizing
content, networking,
and interacting directly
with stakeholders on
your page, or
personally through an
individual account.

The Professional Conference
The best parts are the
hallway conversations.

Best used for
individuals to share
information, connect,
and exchange ideas.
Participate in the
newsfeed or groups.

The Block Party
Everyone wants to
talk. Find a tribe,
hang out in the
corner with them.

Great for
connecting with
individuals, finding
those with similar
interests, and
sharing.
The Specialty Magazine

The Football Viewing Party

You rely on it for your
most relevant news
and content.

Everyone has an
opinion about you, and
they’re not afraid to tell
others.

Great for establishing
credibility, thought
leadership, thought
community. Highly
recommended for SEO
value.

Use it to promote the
business through
advertising, specials,
and connect deeply
with fans. Positive
reviews are like gold.
Facebook
It’s about the conversation and
value-added content, not
broadcasting
Facebook comparisons

34
Using Facebook for business
• Connect, converse with customers and potential
customers – get real.
• Offer specials and loyalty moments
• Create discussion around their interests
• Crowdsource ideas for your business
• Deepen fan loyalty
• Provide customer service
• Advertise and find new fans
• Run events
Facebook Page Pros & Cons
Pros

Cons
Not owned, but rented, space

Basic setup is easy
Advanced setup more complex
Little or no out-of-pocket cost
Works well for multi-media (video,
photos)

Difficult to have content seen by
everyone
More consumer than B2B

Great sharing capabilities
Moderate time commitment

Takes additional apps to run
promos/coupons/contests

Advertising platform allows easy
targeting

No immediate access to customer
data

Measurement tools included

Community members can turn
negative
Facebook’s newsfeed algorhithm

http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/
How often should you post?
Facebook contests

https://www.facebook.com/manofsteel
Twitter
It’s about RELATIONSHIPS, not
broadcasting
46

https://dl.dropboxusercontent.com/u/3503218/Flipping-Books/Wave7/index.html#1/z
Twitter Pros & Cons
Pros

Cons

Super easy setup

Daily commitment

No tech involved
Great for media outreach
Good platform for coupons/promos
Great for local business
Little or no out-of-pocket cost
Easily measured
Drives traffic to your site or blog

Can eat up time
Limited user pool vs. Facebook/blogs
Not owned, but rented space
Lots of spammers to avoid
Using Twitter for business
• Connect, converse with customers and potential
customers – be extremely generous with your tweets
• Participate in a Twitter chat, use industry hashtags
• Tweet out specials, inventory, and loyalty moments
• Crowdsource ideas for your business
• Identify “superfans” of your business
• Provide customer service
• Advertise
• Become an authority in a topical area (especially if a
service business)
• Great for crisis management situations
@AmysIceCreams
Twitter generosity
Coke Twitter contest: cause marketing

http://socialmediatoday.com/bryannagy/1211641/coca-cola-s-twitter-contest-heart-truth
Twitter @redsox ticket scavenger hunt
Pro Tip: Use a third-party app to manage Twitter,
such as Tweetdeck or Hootsuite
•
•
•
•
•
•

Manage the noise
Schedule tweets
Cross-schedule to other sites
View Klout scores
Focus on conversations and topics
Follow hashtags
Tweetdeck (or use another – like Hootsuite)
Blogs
Using blogs for business
• Share relevant news and information about your
business & industry.
• Talk with customers through the blog
• Tell your story
• Great for reputation/crisis management
• Drive people to specific places on the website
• Become an authority in a topical area (especially if a
service business)
• Involve your staff in blogging, even your wider
community
Blogging Pros & Cons
Pros
Great for getting found online
Best way to establish credibility, authority,
and trust
Readers can subscribe and automatically
get updates
You own the space
You can control the site with minimal
technical skill
Your articles get published whenever you
want with no gatekeeper
Blogging can be personally rewarding

Cons
Basic set-up requires some technical skill
Customized set-up requires technical and
design resources
Customized set-up can cost $1,500-$5,000
Requires planning
Requires significant time commitment
Requires good communication skills and
comfort with writing
238 million members
Linkedin is all about utilizing connections
61
• Degrees of connection (get introduced)
• Groups (allow all to connect with you)
• Inmail (Send Linkedin message to someone you don’t know)
LinkedIn comparisons
63
Using LinkedIn for business
•
•
•
•
•

•
•
•

Define yourself: your brand, bio, experience, keywords, industry
Join groups and share expertise, connect and contribute
Feed your blog, presentations, into your LinkedIn profile
Post updates at least weekly, comment on others’
Intelligent searching for people, jobs, companies, industry news,
answers
Endorse others, and get endorsed as well as recommended
Become an authority in a topical area (especially if a service
business)
Strengthen relationships with contacts, connect with everyone you
meet
LinkedIn Pros & Cons
Pros

Cons

Highly visible by search engines

Most interaction occurs within your
personal profile, not your company profile

Feature-rich search
Used by senior executives
Internationally focused

Engagement within news feeds is difficult to
achieve
Functionality is more complicated and not
as user-friendly, compared to other
networking sites

Unmatched recommendations algorithm
News feed is more focused & relative
compared to other sites

Not as much time spent on LinkedIn by
members
6 things you can do to optimize your profile
1. Complete profile to 100%
2. Optimize it for Linkedin search
3. Obtain 50 connections, ideally >100
4. Ask for five recommendations
5. Add volunteer, board, author
experience
6. Feed blog and presentations into your
profile

Pro tip: Connect with who’s viewed your
profile
67
68
69
6 things you can do to optimize your company page
1. Complete page description
2. Add an engaging banner photo
3. Ask for recommendations
4. Add products and services section
5. Post weekly updates
6. Target your updates
http://marketing.linkedin.com/company-pages/
100 million monthly unique users

71
It’s about customer service, not
broadcasting

72
Local search drives geosocial marketing
97 percent of consumers search for local businesses online
73 percent of all online activity is related to local content,
according to data released by Google
23 percent of all adults have used a location-based service to
get directions and recommendations
http://www.inc.com/guides/201106/how-to-use-google-places-to-market-your-business.html – Feb 2012
Last stat: http://gigaom.com/2011/09/06/check-in-services-still-struggling-towin-over-consumers/
Online reviews heavily affect purchase decisions

http://www.marketingcharts.com/interactive/most-consumers-read-and-relyon-online-reviews-companies-must-adjust-2234/deloitte-consumer-reviewpurchase-influencejpg/
Using Yelp for business
• Define yourself: your brand, products/services,
keywords, industry, location
• Ask for reviews – especially good ones!
• Use it for customer service, respond to each comment
• Add events
•

Offer specials

• Reach out to Elite Yelpers (nicely)
• Become part of the community – write reviews yourself
• Strengthen relationships and connect through Yelp
Yelp Features
•
•
•
•
•
•
•
•
•

Deals
Tips and Reviews
Find locations and places you want
Great for services as well
Respond to reviews
Check-in
Photos
Search
Local events
What Yelpers see
Create events to gather buzz
What’s Next?
Instagram, Pinterest, short-form video, Tumblr

79
Instagram

It’s about sharing stories,
not selfies

80
Pinterest

It’s about offering value,
not selling

81
Vine

It’s a peek into what makes your
company tick, and your customers
Tumblr

It’s about storytelling, not
promotions

83
Which should I choose?
Figuring out the right fit for your business

84
Social
bookmark
ing
Ratings

Forum

Blog

Micro
Blogging

Select
your best
platform

Social
Networks

Image
Sharing
Video
Sharing

Podcast
Wiki
Business survey: Weekly time commitment

http://www.socialmediaexaminer.com/social-media-marketing-industry-report2012/

86
Time and social media channels used

http://www.socialmediaexaminer.com/social-media-marketing-industryreport-2012/

87
http://visual.ly/how-much-time-money-do-smbs-spend-social-media
http://visual.ly/how-much-time-money-do-smbs-spend-social-media
http://visual.ly/how-much-time-money-do-smbs-spend-social-media
http://communityorganizer20.com/2011/07/01/social-media-decision-trees-when-to-dive-deeper/
What are your next action steps?
Which channels will you choose?

http://www.flickr.com/photos/21460573@N08/4571657460/
Thank you!
Email: debra@communityorganizer20.com
Website: communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linked.com/in/debraaskanase
Twitter: @askDebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977

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Social Media 101: Understanding Social Media Channels, Demographics, and Usage

Notes de l'éditeur

  1. Social media describes the multi millions of conversations that people are having online, everyday. You have to listen before or while you are talking – to understand what the conversation is all about In social media the think of the people who follow you on Twitter, Like you on Facebook, or read your blog as part of your community, rather than your customers or your audience. That is the nature of relationship Your participation in these platforms creates new “addresses” online for people to find you and when they visit. Your current and future customers expect you to be available in social media. People do business with people, not companies, so letting your people come forward and interact in a human way with your community makes them feel more comfortable doing business with you.
  2. Channels: email/enewsletter, facebook, twitter, photo site (Instagram, Flickr, Picasa), Pinterest, YouTube, location-based channels (4sq, Yelp, etc.), Vimeo, blog…etc.
  3. https://www.facebook.com/photo.php?fbid=10101026493146301&set=a.941146602501.2418915.4&type=1&theater
  4. http://mashable.com/2013/08/16/teens-social-media-chart/
  5. WorldwideWave 7 study: Follow/Join/Like a brand/org
  6. *h/t Chris Jarvis, Realizing Your Worth
  7. *h/t Chris Jarvis, Realizing Your Worth
  8. 1.15 billion+: active users 699 million active users log on daily 700 billion+: # of minutes/month that people spend on site 90: # of pieces of content the average user creates each month (30 billion pieces shared per month in total) 250 million: active users currently accessing FB through mobile devices (mobile users are twice as active on FB as non-mobile users) (source: Facebook) ADD: Most of you are already on Facebook, so you know its power to connect and change the way we communicate. That same power extends beyond friends and family to communicating with brands. Wide demographic; kids under 13 are the only demo not officially on Facebook. Pictures and visual mediums are important on Facebook. Facebook is a free, easy-to-use, social networking utility that connects people with friends and others who work, study and live around them It is the #1 social networking site It combines best of blogs, online forums, groups, photosharing with thousands of readily available applications Most importantly, it’s about interacting with friends and fans
  9. Also known as Recency, Relevance, and Resonance
  10. 500million: Twitter users as of August 2013, 200 million active daily 400 million: number of tweets per day 92%: awareness of Twitter among Americans 7.8 million: users who access Twitter using a mobile phone 46%: brand followers claiming to be more loyal after engaging with a brand on Twitter Sources: Edison Research, Mashable , Pingdom, Quora Connect with influential people in your area of business, journalists, celebs, thought leaders ADD: Some of you use Twitter, but you’ve all heard stories about celebrities tweeting and the impact a single tweet can have on a brand or organization. Twitter is an important marketing channel which helps shape consumer perception about an organization. ADD: Best Buy anecdote – Ilana computer purchase
  11. http://www.animatedexplanations.com/Animation.aspx?animation=391(Twitter)
  12. 152 million+: total number of blogs 1.4 million: number of blog posts per day 57 million: number of US users who read blogs daily 6%: percentage of the entire US population write blogs 53.3%: percentage of bloggers who are 21-35 years old ADD: One of the earliest forms of social media, yet still important, particularly to organizations who have stories to tell, thought leadership to showcase, or a group of people who can contribute content.
  13. http://www.flickr.com/photos/38577737@N07/4305859251/
  14. Flickr photo: http://www.flickr.com/photos/31878512@N06/3717397890/in/set-72157614706291006/
  15. Flickr photo: http://www.flickr.com/photos/31878512@N06/3717397890/in/set-72157614706291006/
  16. Last stat: http://gigaom.com/2011/09/06/check-in-services-still-struggling-to-win-over-consumers/
  17. Photo and video!! 150 million monthly active users – Sept 2013 Avg no of photos per Instagram user: 40 Purchased by Facebook
  18. 70 million users – Sept 2013
  19. 40 million active users – Sept 013
  20. 216.3 million monthly visitors, 108.9 million blogs – Sept 2013 Purchased by Yahoo
  21. Channels: email/enewsletter, facebook, twitter, photo site (Instagram, Flickr, Picasa), Pinterest, YouTube, location-based channels (4sq, Yelp, etc.), Vimeo, blog…etc.
  22. Social media examiner survey: 3,813 participants. The largest group who took the survey work for small businesses of 2-10 employees (34%) followed by the self- employed (21%). Twenty percent of people taking the survey work for businesses with 100 or more employees. Most participants (57%) were based in the United States. Followed by Canada (9%), United Kingdom (9%) and Australia (5%).
  23. * Sept-Oct 2012 survey by Vertical Response