View
968
Download
0
Tags:
Embed Size (px)
DESCRIPTION
All about social media trends, business case studies, reputation. For presentation to Eric Melchor's University of Houston Downtown Marketing Course
Citation preview
@EricTTung #UHDMKTerict.co/UHDMKT
Holy Crap,
You Can
Get Paid
To Be On Facebook?
All About Social Media in Business, Jobs & Reputation
@EricTTung #UHDMKTerict.co/UHDMKT
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
@EricTTung #UHDMKTerict.co/UHDMKT
How Did I Get A Job In Social?
@EricTTung #UHDMKTerict.co/UHDMKT
1994
@EricTTung #UHDMKTerict.co/UHDMKT
This Was A Cool Album
@EricTTung #UHDMKTerict.co/UHDMKT
This Was A New Car
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
This was probably you.
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
And This Was The Internet
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
1999, My First Website…
@EricTTung #UHDMKTerict.co/UHDMKT
2005, TheFacebook.com
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
2008, Joined Twitter
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
2008, GDF SUEZMarketing Communications- Telemarketing- Promo Products- Trade Shows- Newsletters- Google Ads- Social Media
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
2011, Social Media Specialist
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
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
Now.
@EricTTung #UHDMKTerict.co/UHDMKT
Generated in sales from Twitter as early as 2009
$6.5 million
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Has helped over 150,000 customers through Twitter,
@ComcastCares
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Blog for customer interaction
results in 50,000new product ideas
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
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
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Raised $5,000,000 from 500,000 donors
in 2 days after Haitian earthquake
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
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
@EricTTung #UHDMKTerict.co/UHDMKT slide 21
The media landscape is changing…
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Francis vs. Benedict:
@EricTTung #UHDMKTerict.co/UHDMKT
Bush ‘01Obama ‘13
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Maybe even no more newspapers…
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
People are shifting from web-based email to mobile, SMS, Facebook…
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
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
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
“PR is taking a back seat to Social Media”
- Todd Wheatland, VP, Head of Thought Leadership
Kelly Services
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
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
@EricTTung #UHDMKTerict.co/UHDMKT
One Message Before Social Media Word of Mouth
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
One Message After Social Media Word of Mouse
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
“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
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
People Are Talking
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT@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
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
• The Greatest Customer Service Story Ever Told, Starring Morton’s Steakhouse
http://shankman.com/the-best-customer-service-story-ever-told-starring-mortons-steakhouse/
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
“Nature gave us one tongue and two ears so we could hear twice as much as we speak.” - Epictetus
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
30% of all companies now use social for
customer service
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
How Quickly Should You Respond?
http://www.socialmediaexplorer.com/social-media-marketing/whats-your-social-media-average-response-time/
@EricTTung #UHDMKTerict.co/UHDMKT
This is how you win real-time marketing…
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
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
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
What’s Next for Social?
Four Big Trends
@EricTTung #UHDMKTerict.co/UHDMKT
1. Social Network Consolidation
• • a• A• a• a
@EricTTung #UHDMKTerict.co/UHDMKT
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.
@EricTTung #UHDMKTerict.co/UHDMKT
2. Social Tool Integration
• HootSuite, Buffer, etc. consistently add networks…
@EricTTung #UHDMKTerict.co/UHDMKT
2. Social Tool Integration
• Bottlenose: “find and grasp trends that matter from noisy social streams”
@EricTTung #UHDMKTerict.co/UHDMKT
2. Social Tool Integration
@EricTTung #UHDMKTerict.co/UHDMKT
2. Social Tool Integration
• 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
@EricTTung #UHDMKTerict.co/UHDMKT
• 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
@EricTTung #UHDMKTerict.co/UHDMKT
Ever Wonder Why Target Always Asks If You Want Their REDcard?
@EricTTung #UHDMKTerict.co/UHDMKT
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.
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
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?
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
4. The Sharing Economy…
@EricTTung #UHDMKTerict.co/UHDMKT
100 Years Ago… Agricultural Economy
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
50 Years Ago… Manufacturing Economy
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
25 Years Ago… Service Economy
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Now…Experience Economy.
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Into The Future…The Sharing Economy
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Wait, you get paid to be on
social?
@EricTTung #UHDMKTerict.co/UHDMKT
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
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
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
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
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
@EricTTung #UHDMKTerict.co/UHDMKT
My Day.
• Engagement• Education• Entertainment• Empowerment• ‘Earing
@EricTTung #UHDMKTerict.co/UHDMKT
Importance of Social Media
10% of organizations report an employee who has done something via Social media that damaged its reputation
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Be Professional.
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
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.
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Be Transparent.
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Take it offline.
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
What About Personal Reputation?
@EricTTung #UHDMKTerict.co/UHDMKT
Anthony Weiner
Resigned From Congress…
Due to inappropriate Tweet
How Can You Maintain A Good Reputation Online?
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
"@calpizzakitchen black button ups are the
lamest shit ever!!!."
@EricTTung #UHDMKTerict.co/UHDMKT
Ex NFL Star, Brian Holloway
@EricTTung #UHDMKTerict.co/UHDMKT
Estimated $20,000-$30,000 in Damage
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
What You Post Online…Lives Forever.
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
“39% of employers use social networking
to research job candidates”
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
“43% have found info factored into their decision not to hire a candidate”
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
“19% have found info that influenced
their decision to hire a candidate”
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Over 90% of companies will use social media for hiring
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Recruiters On Social At All-Time High
2010 2011 2012
82%
89%
92%
@EricTTung #UHDMKTerict.co/UHDMKT
Social Networks Used for Hiring
LinkedIn Facebook Twitter
78%
55%
45%
87%
55%47%
93%
66%
54%201020112012
@EricTTung #UHDMKTerict.co/UHDMKT
86% of Recruiters Likely to Look at Social Profiles
48%
25%
13%
14%
Always UseOccasionallyIf ProvidedNever
@EricTTung #UHDMKTerict.co/UHDMKT
How To Clean Up Social
How to not be this guy…
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
What Do Recruiters Not Like Seeing?
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Illegal Drug Use -78%
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Sexual Posts -66%
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Profanity -61%
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Spelling/Grammar Errors -54%
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Alcohol Consumption -47%
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
YES,54% of recruiters
saidpoor spelling & grammar were negative.. and only
said that photos consuming alcohol were.
47%
@EricTTung #UHDMKTerict.co/UHDMKT
Clean Up Your F’n Language…
And Learn Grammar.
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
LearnHow
To Spell
@EricTTung #UHDMKTerict.co/UHDMKT
Religious Posts – 53% Neutral
Political Posts – 62% Neutral
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Professional Orgs – 80%
@EricTTung #UHDMKTerict.co/UHDMKT
Non-Profit Involvement – 66%
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Settings
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Untag or Secure Your Photos
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Check Out Your Groups
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Update Your Work &
Education Info
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
More Facebook Tips…
• Ask Friends to Remove content.
• Contact Facebookto remove content.
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
When You Think You’re Done… “View As” Public.
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Yourself.
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Yes, Images Too.
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
• 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.
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
”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
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Go The Extra Mile…
@EricTTung #UHDMKTerict.co/UHDMKT
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
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
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
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Blog.Establish a voice.
Make connections.
Great for Search Engines.
Great for Job Applications.
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Show The World You Mean Business.
Register Your Domain.@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Get Creative.
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
Tips from the Pros…
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
http://erict.co/UNCResources
@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT
@EricTTung #UHDMKTerict.co/UHDMKT
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.
@EricTTung #UHDMKTerict.co/UHDMKT
Thank You!• All Networks: EricTTung
• Web: ericttung.com• Email: [email protected]
• SMS Card: Text “EricTTung” to 50500