social media, business, mcgill

1. What Is Social
Media Marketing?

2. “Social Media Marketing: Enables Others to Advocate
for Your Business Through Compelling Content”
Image credit: Ian Sane

4. Social media sites are websites that allow for two-
way conversations, commenting, connecting or
friending other users and sharing media

5. • Friendster 2002
• Tribe.net, linkedin, myspace 2003
• Facebook 2004
• Youtube 2005
• Twitter 2006

6. • Social shopping
• Craigslist
• Etsy, polivore

7. • Social tagging del.icio.us
• Kickstarter
• Microlending kiva

8. SOCIAL MEDIA | THINGS TO STRIVE FOR |
• BE AUTHENTIC. People can spot a fake from miles away.
• BE CONSISTENT. Commit time and resources necessary to do it well.
• LISTEN + RESPOND. This is a two-way conversation.
• ADD VALUE in relevant ways.
• SHARE stories and pictures.
• BE PATIENT. It takes time to build a network in person. Same thing applies in social
media.
marketing + public relations evolved

13. 13

15. 10 Billion+ Tweets Sent on Twitter
Since 2006
Photo Credit: Rosaura Ochoa Source: Mashable

16. 16

17. 17

18. 126 Million
The number of blogs on the Internet.
Source: Jess3

19. 2 Billion Videos Are Streamed
Each Day On YouTube
Photo Credit: jonsson Source: Techcrunch

20. Social media influences people
91% say consumer reviews are the #1 aid to buying
decisions - JC Williams Group
87% trust a friend’s recommendation over critic’s review -
Marketing Sherpa
3 times more likely to trust peer opinions over advertising
for purchasing decisions - Jupiter Research
1 word-of-mouth conversation has impact of
200 TV ads - BuzzAgent
* Slide courtesy of Digital Influence Group

21. People are using social media
Social media sites are the fastest-growing category on the
web, doubling their traffic over the last year.
o73% of active online users have read a blog
o45% have started their own blog
o57% have joined a social network
o55% have uploaded photos
o83% have watched video clips
Universal McCann’s Comparative Study on Social Media Trends, April
2008. 17,000 respondents from 29 countries, *using internet at least
every other day

22. Trends of Social Media
Juniper Research
Study showed that …
− 77% of online shoppers read consumer product reviews and
ratings before making a purchase
− $2 Billion of online travelText
purchases a year are affected by
social media
− 24% of online car shoppers have changes their mind about a
vehicles purchase based on social media
− 51% of journalists read blogs for story ideas
− 28% of top search engine results are social media sites
11

23. SOCIAL MEDIA DEFINED
Social media marketing is growing

24. 24

32. Social Media Defined
User-generated content, Consumer-generated media
User-generated content (UGC) refers to various
kinds of media content that is produced or primarily
influenced by end-users; as opposed to traditional
media outlets.
Consumer-generated media (CGM) describes
word-of-mouth behavior that exists on the Internet.
Typically, consumer-generated media encompasses
opinions, experiences, advice and commentary about
products, brands, companies and services—usually
informed by personal experience —that exist in
consumer-created postings on Internet discussion
boards, forums, Usenet newsgroups and blogs.
8

33. Social Media Defined
Social bookmarking, Social Media Optimization
Social Bookmarking is a method for Internet users
to store, organize, search, and manage bookmarks of
web pages on the Internet with the help of metadata.
Social media optimization is about implementing
changes to a site (or blog) so that others can easily
link to it, tag it, post a comment to it; and then submit
it to social bookmarking sites; making it social media
ready!
9

37. Valentine’s Day: Jet Blue passengers are stranded for up to 8 hours on runway. They film and blog their ordeal.
Jet Blue understood how its reputation was being hurt online and so CEO David Neelman quickly crafted a YouTube apology.

39. • Imagine my surprise when I came home from the hospital and found the box from Pro Flowers on
my deck. Thank you so very much for your thoughtfulness and kindness. I will never, ever forget
your gesture to me. Mom came through the surgery like a trooper. When I saw her afterward she
was glowing. For the first time in months and months she had no pain. I'm anxious for her physical
therapy to begin so that I can hopefully bring her home this weekend.
Again, with all my heart, thank you. (I'm wearing my rings as I type this. They make me so happy
because of the beautiful rainbow colors.)
39

40. June 2010
BP spills millions of barrels of the oil into the Gulf of Mexico. Finds its online PR response clogged by Facebook outrage
and a fake, hilarious Twitter account.
Social Relevance: While BP spent £93m on ads, social media kept the pressure on. 350 ―Boycott BP‖ Facebook groups
formed and 188,000 followed fake @BPGlobalPR.

41. Avoid puffery
(people will ignore it)
Avoid evasion and lying
(people won’t ignore it)
Companies have watched
their biggest screw-up's rise
to the top 10 of a Google
search
Admit your mistakes right
away

42. February 2010
Southwest Air’s ―Customer of Size‖ policy receives a high-profile roasting when the airline targets director Kevin Smith
and he tweets his experiences.
Social Relevance: Forcing obese passengers to buy an extra ticket had taken a back seat on the news agenda until
Smith’s tweet to millions hit the headlines.

43. September 2010
McDonald’s wasn’t overly concerned by this local TV ad made by a community nutrition group linking its burgers to heart
disease. That’s before they took it to YouTube.

44. October 2006
Folksy ―Isn’t Wal-Mart great‖ travel blog ―Wal-Marting Across America‖ hits a reputation pot-hole when
unmasked as being paid for by company.
Social Relevance: Black eye for Wal-Mart amid accusations that it was trying to shift attention away from
criticism of its labor practices.

65. Social Media is not free
Resources required for social
media may include:
o Strategic consultation
o Training
o Creating content
o Integrating tools
o Distributing content
o Relationship management
o Measuring value

67. We look at these categories:
• Brand monitoring
• Competitive intelligence
• Industry monitoring
• Thought leadership
• Lead generation and sales
• Customer service
• Search engine optimization (SEO)
• Crisis communication
• Product development
• Advertising and marketing effectiveness

68. Listening Tools

78. Listening
• Nearby tweets

79. 79

80. 80

82. Our #1 Complaint
• Bizrate
• Compliant #1 doesn't represent
• 900 number

83. Bandwidth

84. Call centre volume down

85. Before

86. Add to Cart up %25

87. Conversion up by %11

88. Returns down
• Returns down
• Conversion up

90. 90

91. 91

92. 92

104. 104

111. Don't shout. Don't broadcast.
Don’t brag.
Speak like yourself – not a
corporate marketing shill or
press secretary
Personify your brand – give
people something they can
relate to.

113. 113

114. The social media conversation
• The conversation is not:
– controlled
– organized
– ―on message‖
• The conversation is:
– organic
– complex
– speaks in a human voice
• Social media is not a
strategy or a tactic –
it’s simply a channel.

115. Building relationships…

116. 116

117. Fix Great Fan Pages
• http://www.facebook.com/threadless for Threadless T-
shirts. Very engaging, great use of video, a weekly center
of community engagement
• http://www.facebook.com/pages/UJA-
Federation/212360145318? UJA- Federation of Toronto.
Regular updates, comments from fans and a mix of
events, current events, and news items
• http://www.facebook.com/JewishClimateCampaign for
Jewish Climate Campaign. Sharing links to news,
commenting on posts, growing daily

119. 119

124. ZAPPOS – Customer service is
central
Zappos, an online shoe retailer, makes
customer service central with a focus
on ―making personal and emotional
connections.‖
Divert marketing budget to customer
service (they outsource marketing to
their customers; they don’t outsource
their call centre)
Use Twitter to promote their brand
o Website displays any public tweets mentioning of
their brand
o CEO has over 400,000 followers
o 430 employees on Twitter
$1billion in sales last year and their
expanding into new product categories

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129. Bookmarking

130. Blogs

131. Blogs
What is it? What is it good for?
• Frequently updated online •Connecting with global
journals, published in reverse community of Jews
chronological order •Personally connecting with
• A blog is a platform for communities big and small
writing, not a style of writing •Provides perspective and
• Popular platforms include context to a company
– Wordpress, Typepad, Blogger •Delivering insight into
– Posterous and Tumblr influential mindset
•Great for SEO

132. How to

136. Polyvore and Rich Media Content

137. Blogs

139. Sharing

140. The third largest website in the world
The 2nd most popular search engine
425 million unique visitors a month
In the U.S., 134.4 million viewers watched
more than 13 billion videos on YouTube in
December 2009

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149. The Thing to Keep in Mind

150. Do’s and Don’ts

151. Social Networks

152. Facebook: Profile, Group, Fan Page
Personal Profile The primary account on Facebook and it is how individuals connect with individuals.
Some professionals maintain two accounts – one to connect with friends, family; one
to connect with colleagues.
Do not create a personal profile for your organization, that is against terms of service
and you can lose the profile.
Group Mulitple admins can create events, message members and update the group status.
Updates to the group do not go into Newsfeed and event invitations come from
individuals, not the group. People come to associate events with the fellows and not
with org
Fan Page Multiple admins can create events and message members.
Updates from a Fan Page show up in Newsfeeds and event invitations come from
organization instead of the individual fellow. That helps secure the relationship and
branding of organization.
Fan Pages can favourite pages of other groups to show affiliations. You can also add
applications and make ―bespoke tabs‖ on your Fan Page.
Fan pages can be connected to the blog and out to your Twitter account to make it
easier to communicate.

153. News feed Top navigation bar: profile, friends, inbox, and
settings
Status update: Enter a short message to tell your
friends how you’re doing, share a link, new
photos or event.
News feed or live feed is where you see
updates from the people you are friends
with, groups and pages.
You can hide people if you think they post
too much or about things you don’t care
about.

154. News feed/Home Page
Requests: This includes friend requests, event
invitations, group invitations and fan page
suggestions
Suggestions: People you might be friends with
(based on mutual friends and address books);
actions you can take to reconnect with people
you’re friends with.
Events and Birthdays: A quick way to see what
events you have RSVPed Yes or Maybe; upcoming
birthdays of people in your network.
Chat and notifications: Were you tagged? Did
someone comment after you? Was a friend
request accepted?

155. Adding friends

156. Make sure you see everyone
This new FB format is blocking all of your friends' news feeds except for 250 people that
Facebook selects
1.Go to FB Home Page.
•Choose "Live Feed.‖
•Scroll to the bottom & click " Edit Options.‖
• You will then see your "News Feed Settings." Change the 250 to 5000, which is Facebook's
friend limit, and your feed will work correctly again.

157. Groups
Updates come from
members, not the name of
the group.
Messages go into inbox,
not updates.
The group symbol at the
top is how you can
distinguish group from
page.
Groups can not ―favorite‖
other groups.

158. Event Creation
Start from the page or group you Begin to add information about
want to have be the event host the event

159. Building an Event: Step 2
Add a logo for the group or an
image that people will associate
with the event.
Select event type and add a full
description.
Important: Does a Facebook
RSVP count as an RSVP or do
people need to use another
system? Make that clear in the
description.

160. Step 3: Invite Friends
• Invite group members and
friends that might be
interested
• Don’t blanket invite all of
your friends to every
event, segment friends by
city or interest

162. www.facebook.com/username

163. Fcommerce
All updates come from
the organization, not
individuals.
Fans receive updates, but
not to their inbox.
Changes to fan page go
into news feed of fans.

164. Social Sign In

166. Leading Brands on Facebook
• The Body Shop
• TD Money Lounge
• Walmart
• BestBuy

167. Fix Great Fan Pages
• http://www.facebook.com/threadless for Threadless T-
shirts. Very engaging, great use of video, a weekly center
of community engagement
• http://www.facebook.com/pages/UJA-
Federation/212360145318? UJA- Federation of Toronto.
Regular updates, comments from fans and a mix of
events, current events, and news items
• http://www.facebook.com/JewishClimateCampaign for
Jewish Climate Campaign. Sharing links to news,
commenting on posts, growing daily

168. 243

175. Be Yourself
Be yourself

176. The social media conversation
• The conversation is not:
– controlled
– organized
– ―on message‖
• The conversation is:
– organic
– complex
– speaks in a human voice
• Social media is not a
strategy or a tactic –
it’s simply a channel.

177. Post frequetly
Post Frequently

178. 178

180. 180

181. True or False
•Is it true that the Rabbi get less
then 4 hours of sleep a night?
•Does chabad love Israel?
•Are Woman considered equal in
traditional Judaism?
181

182. 182

183. 183

184. 184

185. 185

186. U: How close is the user to the person/brand that posted
W: What is the weight of the object
D: How long ago was the object created
186

187. 187

188. 188

189. 189

192. 192

193. 193

194. 194

195. 195

196. 196

197. 197

198. 198

199. 199

200. Additional Facebook To-Dos
• Wish happy birthday
• Search for like minded people
• Set your privacy settings to limit access to your
account
• http://www.allfacebook.com/2009/02/facebook-
privacy/

201. Do’s and Don'ts

204. Twittersphere

205. Refresher: Twitter
What is it? What is it good for?
• A social network based on 140 character • Delivering minute-by-minute updates from
updates personal perspective
• Messages can be public or private • Sharing information and getting feedback
• A form of phatic expression, a digital water- • Following events through the eyes of
enthusiasts
cooler or oneg shabbat
• Interacting with a diverse, global Jewish
• It can be a ―tivo-ed IM‖ or group text population, journalists and company
message representatives

206. Things to Have Ready
• What will your username be?
• Will you connect account to your phone?
• What email address will you use for the account –
personal or work?
• What photograph or image will you use for your
avatar?
• How will you describe yourself in 160 characters in
your profile?
• What website will you link to from profile?

210. The easiest way to find friends o
Twitter is to check your Gmail,
Yahoo or AOL email address boo
against the Twitter database.
This is safe and you won’t email
all of your friends if you do it.
Don’t want to? Skip this step.

211. The suggested users list
includes celebrities like
LeVar Burton and Suze
Orman, online celebrities,
news outlets and well
known online personalities.
Pick the folks you want to
follow or skip this step.

212. Type your 140 character
message (tweet) here.
Twitter Stream
Where you see
tweets from the
people you follow.
To see more,
refresh the page
or scroll down.
You’ll just see the
most recent
tweets.

213. Current Avatar and username, number of times you’ve twittered
The number of people you follow, the number of people that follow you
and the number of lists you’re on.
A rotating list of Twitter applications and related web sites.
@pinnyice goes to a page that shows every tweet with my username in
it, aka mentions or @replies
Direct Messages goes to an inbox of private tweets. Only users that
you follow can send you a DM.
Favorites is a list of tweets that you have starred or favorited to
remember for later.
Retweets: An easy way to see if you’ve been retweeted (RT)
Search box allows you to search all of twitter, it is the same as
http://search.twitter.com

214. You can save
searches to
easily return to
them.
A selection of tweets from Trending Topics
the @Pinnyice are the most
popular words
being used on
Twitter at this
time. Often
related to
celebrity news,
disasters or tech.

215. Lists: Following and Creating
• Lists are a way to group
users together based on
topics, regions, interests
• If you follow a list, you’ll
see a timeline of only
those people when you
click on the list
• A way to sort and keep-up
with people

216. RT or Retweeting
• A form of forwarding a
tweet to your followers
• Easy to do with the
Retweet button on twitter
or many similar options on
applications
• It will appear from the
original user, with a nore
that you RT

217. This information
will help people
find out more
about you and your
organization

218. Have a smart phone? Add an application to your phone or use m.twitter.com.
Have a regular mobile phone?
Recommend setting this up so you can send tweets from the phone, but turn off alerts
coming into your phone. I only have Direct Messages come as text messages.

219. FINDING PEOPLE TO FOLLOW

220. How to find interesting people?
• Use Twitter search to find people talking about
topics you enjoy
• See who people you know are talking to and
follow those people
• Then go to their profile and click the follow
button

221. Types of Messages
• Tweet: Goes out to everyone that follows you
and is searchable
• @reply or @mention: Includes the @username
of another user and will show up in the twitter
streams of people that follow both of you
• Direct Message or DM: A private message that
you can send to someone who follows you and
that you receive from people who follow you

222. Sending a Direct Message
• d username Then the text of your message to the
person
• Go to their twitter page and click on ―message
username‖ and a new screen will pop up and let
you messge them
• Go to your Direct Message inbox and use the pull
down menu to select a user to write

224. So… what do we tweet about?
• Upcoming events
• Share links to interesting articles, posts from your
blog, videos or other things on the web
• Ask questions, answer questions
• Anything that interests you
• Remember – small talk helps build relationships
and Twitter is built for small talk

225. ADVANCED TOOLS

226. Applications
Desktop Applications
• Tweetdeck or Seesmic
• Mrtweet and tweet later
Photos
• Nearbytweet
Mobile Applications
• Ubertwitter or for Blackberry, Tweetdeck or
Tweetie2 for iPhone

227. Additional Vocabulary
• Hashtag: a word with a # before it used in a tweet
to link it directly to a search of the word. Often used
when tweeting from an event or to draw attention
to a topic #shabbatshalom #UJCGA
• Retweet or RT: to forward another persons tweet to
your list of followers
• Shortened URL: Tinyurl.com, Bit.ly and is.gd are
examples of URL shorteners that will automatically
make your long URL into a short one for twitter.

228. Share links to neat things in your community
279

229. Be helpful
280

230. Throw in a few humans
281

233. What it does well

234. Do’s and Don’ts

235. LinkedIn
• Grow your network • Get involved
– Connect with former colleagues – Find groups that interest you and get
– Connect with fellow alumni involved in the discussion forums
– Connect with members of – Use LinkedIn Questions to leave
volunteer organizations or ICPAS thoughtful, smart answers to help
other people and build relationships
– Six degrees of separation
– Write recommendations for other
– Build your profile
people and ask for others to write
recommendations for you

236. Job seeker
Leeds
Finding people
Joining groups
Posting on groups

237. LinkedIn Tutorial

238. How effective are you at building
relationships?

239. What does networking
mean to you?

240. What does your network
look like?
Online connections
Professional
Networks
Community
Colleagues
Family &
friends

241. The main page of LinkedIn can be very confusing. The navigation across the top is very useful during a job search – jobs,
companies and people all connect you to different search options. Answers takes you to a section of LinkedIn where you
can ask questions or give advice to others.
In the right sidebar is quick navigation to your personal groups, profiles, contacts, inbox and applications. The inbox in
the middle is a quick view where you can accept invitations to connect. On the far right are suggested people you might
know.

242. As you scroll down the main
page of LinkedIn, you’ll see
updates from people in
your networks. Status
updates, new
recommendations, group
updates and applications.
You will also see events that
other people are joining.

243. The profile view in LinkedIn
will give you an overview of
current and recent job,
education,
recommendations from
others about work,
connections and quick links
out to web sites.
You can also see recent
activity related to updates,
new connections, events and
some group activity.

244. Groups: Alumni, Professional, Interest
These are the groups that
include the word Hebrew in
the group name or
description.
Look for alumni groups or
professional affiliations and
join for discussion and
events.

260. Social Check In’s

261. Reviews

262. Another reason to care about reviews

263. Do’s and Don’ts

266. Case Study