All About Social Media

@EricTTung #UHDMKTerict.co/UHDMKT

Holy Crap,

You Can

Get Paid

To Be On Facebook?

All About Social Media in Business, Jobs & Reputation

Hi!Eric T. Tung

• Social Media Manager @ BMC

• Univ. Texas 05 Graduate

• 5 Years in Social• 65,000 Twitter followers

• Forbes #1 Social Media Network

How Did I Get A Job In Social?

This Was A Cool Album

This Was A New Car

This was probably you.

And This Was The Internet

1999, My First Website…

2005, TheFacebook.com

2008, Joined Twitter

2008, GDF SUEZMarketing Communications- Telemarketing- Promo Products- Trade Shows- Newsletters- Google Ads- Social Media

2011, Social Media Specialist

What I’m Gonna Tell Ya.

• 1. What’s Social Media about?• 2. Wait, You Get Paid For This?• 3. Keeping Your Reputation Up.• 4. What You Should Do Right

Generated in sales from Twitter as early as 2009

$6.5 million

Has helped over 150,000 customers through Twitter,

@ComcastCares

Blog for customer interaction

results in 50,000new product ideas

Ford sent Fiestas to the top 100 bloggers in Europe for a year: generated 31,000 pieces of content and 60% awareness…

before the car was ever sold

Raised $5,000,000 from 500,000 donors

in 2 days after Haitian earthquake

Social Networking is

HUGE. World PopulationsChina 1,354M India 1,210M

1,060M500M400M

USA 315M Indonesia 237M

Brazil 194MPakistan 182MNigeria 170MRussia 152M

@EricTTung #UHDMKTerict.co/UHDMKT slide 21

The media landscape is changing…

Francis vs. Benedict:

Bush ‘01Obama ‘13

Maybe even no more newspapers…

People are shifting from web-based email to mobile, SMS, Facebook…

Online Marketing Channels

PaidInternet Advertising

PPC – Search Marketing

Mobile Advertising

Sponsorships

Paid Applications

OwnedBrand and Product

Websites

Mobile Brand and Product Websites

Proprietary Mobile Applications

Customer Care Services

Proprietary Digital Content

Proprietary Blogs

Earned

Social Media (Pages & Feeds)

Word of Mouth

User Forums

News, PR, Announcements

Blogger Relationships

“PR is taking a back seat to Social Media”

- Todd Wheatland, VP, Head of Thought Leadership

Kelly Services

1 . There’s a lot more people in the public than

you can ever have in your PR group.

2. 92% trust recommendations of friends and family above

all other forms of advertising

Nielsen Global Trust in Advertising Report, 2012

One Message Before Social Media Word of Mouth

One Message After Social Media Word of Mouse

“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”- Scott Cook, co-founder Intuit, Board Member Ebay, P&G

People Are Talking

@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT

“Companies can no longer control the message, but

they can control the results if they are

aware of which channels of communication their audience is using”

- Dragonfly Media

• The Greatest Customer Service Story Ever Told, Starring Morton’s Steakhouse

http://shankman.com/the-best-customer-service-story-ever-told-starring-mortons-steakhouse/

“Nature gave us one tongue and two ears so we could hear twice as much as we speak.” - Epictetus

30% of all companies now use social for

customer service

How Quickly Should You Respond?

http://www.socialmediaexplorer.com/social-media-marketing/whats-your-social-media-average-response-time/

This is how you win real-time marketing…

So… What Do People Want From Social Media?

Incentives, Discounts 77%Customer Service 46%

Offer Feedback 39%Games, Contests 26%

Marketing 21%

Cone 2010 Customer New Media Study by OCR, Oct 2, 2010

What’s Next for Social?

Four Big Trends

1. Social Network Consolidation

• • a• A• a• a

1. Social Network Consolidation

• Networks will continue to merge• Even if not acquired, technology will continue to offer cross-sharing, posting.

• Data will be shared cross-network allowing for better targeting.

• Smaller networks will lose out.

2. Social Tool Integration

• HootSuite, Buffer, etc. consistently add networks…

• Bottlenose: “find and grasp trends that matter from noisy social streams”

• Tools like IFTTT and Zapier using APIs to automate social.

• Tools can the integrate social into real world.

@EricTTung #UHDMKTerict.co/UHDMKT#BlogElevatedQ @EricTTungerict.co/

blogelevated

• Real-World Inputs & Outputs

• Every time a blog gets a new comment, turn a light on:

• When different blogs update, change light colors:

#BlogElevatedQ @EricTTungerict.co/

blogelevated

Ever Wonder Why Target Always Asks If You Want Their REDcard?

3. Big Data

• Using large data trends, Target was able to predict a teen’s pregnancy before her dad knew.

• Based on Products purchased, Target Develops a pregnancy score.

3. Big Data

• Think about the huge amounts of data used across social daily.

• How could that be used by marketers to more precisely target customers?

4. The Sharing Economy…

100 Years Ago… Agricultural Economy

50 Years Ago… Manufacturing Economy

25 Years Ago… Service Economy

Now…Experience Economy.

Into The Future…The Sharing Economy

Wait, you get paid to be on

social?

Yes, There’s lots of Social Jobs

Social Content Writer 30%Social Marketing Manager 27%

Social Strategist 16%Social Media Specialist 14%

PR Brand Manager 7%Online Community Manager 5%

Social Titles via Onward Search Recruits, 2012

Ok, How Much Do You Make?

Social Marketing Mgr: 73k-116kSocial Strategist: 55k-103kOnline Community Mgr: 54k-79k

PR Brand Manager 49k-90kSocial Media Specialist 46k-71kSocial Content Writer 22k-60k

25% & 75% percentileIndeed.com for New York City

At BMC Software

Mark, VP Global Connect

Debbie, Social Media Lead

Ann, Sr Manager, PR

Tara, PR Manager

Eric, Alison, Jana Social Media Mgrs.

Matt, Anirban, Gitte Community Mgrs

My Day.

• Engagement• Education• Entertainment• Empowerment• ‘Earing

Importance of Social Media

10% of organizations report an employee who has done something via Social media that damaged its reputation

Be Professional.

Conduct Guidelines – Be Professional

“We do not know the total millions of dollars FedEx pays Ketchum…We are confident however, it is enough to expect a greater level of respect and awareness from someone in your position…A hazard of social networking is

people will read what you write.”

Be Nice.

Be Transparent.

Take it offline.

What About Personal Reputation?

Anthony Weiner

Resigned From Congress…

Due to inappropriate Tweet

How Can You Maintain A Good Reputation Online?

"@calpizzakitchen black button ups are the

lamest shit ever!!!."

Ex NFL Star, Brian Holloway

Estimated $20,000-$30,000 in Damage

What You Post Online…Lives Forever.

“39% of employers use social networking

to research job candidates”

“43% have found info factored into their decision not to hire a candidate”

“19% have found info that influenced

their decision to hire a candidate”

Over 90% of companies will use social media for hiring

Recruiters On Social At All-Time High

2010 2011 2012

Social Networks Used for Hiring

LinkedIn Facebook Twitter

55%47%

54%201020112012

86% of Recruiters Likely to Look at Social Profiles

Always UseOccasionallyIf ProvidedNever

How To Clean Up Social

How to not be this guy…

What Do Recruiters Not Like Seeing?

Illegal Drug Use -78%

Sexual Posts -66%

Profanity -61%

Spelling/Grammar Errors -54%

Alcohol Consumption -47%

YES,54% of recruiters

saidpoor spelling & grammar were negative.. and only

said that photos consuming alcohol were.

Clean Up Your F’n Language…

And Learn Grammar.

LearnHow

To Spell

Religious Posts – 53% Neutral

Political Posts – 62% Neutral

Professional Orgs – 80%

Non-Profit Involvement – 66%

Settings

Untag or Secure Your Photos

Check Out Your Groups

Update Your Work &

Education Info

More Facebook Tips…

• Ask Friends to Remove content.

• Contact Facebookto remove content.

When You Think You’re Done… “View As” Public.

Yourself.

Yes, Images Too.

• Check Links for professionalism.

• Look several pages deep.• Remove Pages from Google.– (Google “Remove Pages from Google”)

• Bury The Info.– Get more pages that talk about you (LinkedIn, YourName.com, etc).

Yourself.

”If you have something that you don't want anyone to know, maybe you shouldn't be doing it in the first place.”- Eric Schmidt,

Google Chairman

Go The Extra Mile…

Get on LinkedIn.

1.Build Your Network2.Opportunities Come To You3.Industry Group Connections

4.Keep Resume Up to Date5.Read Industry News

6.Get Noticed on Google

Get on #Twitter.

1.Stay on top of news & trends2.Follow People in your field

3.Develop your Voice/Following4.Connect with Brands5.Connect with Celebs

Blog.Establish a voice.

Make connections.

Great for Search Engines.

Great for Job Applications.

Show The World You Mean Business.

Register Your Domain.@EricTTung #UHDMKTerict.co/UHDMKT

Get Creative.

Tips from the Pros…

http://erict.co/UNCResources

What You Should Do.

• Check Facebook Privacy Settings• Check Posts, Photos, Profile• Google Yourself.• Sign up for Twitter, LinkedIn, and your domain.

• Blog, blog, blog.• Consider a career in social.• Provide Value. Be Yourself.

Thank You!• All Networks: EricTTung

• Web: ericttung.com• Email: Eric@EricTTung.com

• SMS Card: Text “EricTTung” to 50500

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