When should you use Facebook? Should you create a page, a group, or both? These and other questions will be addressed in this overview of the most popular social media channels for business. It includes a definition of social media, current demographics and use data, an overview of the most popular US social media channels, and how to choose the right platform for your audience.
Social Media 101: Understanding Social Media Channels, Demographics, and Usage
1. Social Media 101: Choosing Your Social
Media Tools
October 15, 2013
Presenter: Debra Askanase
1
2. 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
3. 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
4. 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
8. “…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/
13. 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
16. 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.
19. 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
23. 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
25. 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 +
30. 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.
31. 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.
35. 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
36. 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
47. 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
48. 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
54. 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
57. 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
58. 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
64. 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
65. 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
66. 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
70. 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/
73. 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/
75. 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
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.
WorldwideWave 7 study: Follow/Join/Like a brand/org
*h/t Chris Jarvis, Realizing Your Worth
*h/t Chris Jarvis, Realizing Your Worth
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
Also known as Recency, Relevance, and Resonance
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
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.
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%).