Mastering Social MediaAlyssa GardinaWeber Shandwick

PART ONEGETTING TO KNOW YOU

FIRST…A SHOW OF HANDS• Twitter?• Facebook?• Blogging?• Anything else?

WHAT WE’LL COVER

• Social media 101• Key social networks• Brands on social media• Crisis communications• Measuring ROI• Resources

PART TWOSOCIAL MEDIA 101

is transforming the way we communicate

the old model– we broadcast, you listen

the new model– listen first.– dialogue is at the core of the

consumer / brand relationship

social media

6

of adults use social media regularly

social media use has increased

in the US since 2006356%91%

Every minute of the day:• 100,000 tweets are sent• 684,478 pieces of content are shared on

Facebook• 2 million search queries are made on Google• 48 hours of video are uploaded to YouTube• 47,000 apps are downloaded from the App

Store• 3,600 photos are shared on Instagram• 571 websites are created• $272,000 is spent by consumers online

Consumers are connecting with brands via social channels

of users on social networks are connected

to brands

55% of users prefer to

connect with brands through

Facebook

80% of users are

more likely to recommend a

brand they follow

79%

FACEBOOKFacebook is the #1 global

social networking platform with over 1 billion active

members

Facebook’s platform connects users through a real-time

newsfeed to view company and user

updates and sharing capabilities for posts,

photos and videos.

TWITTERTwitter is a micro-blog that allows users to make condensed messages made up of 140 characters or less to other users. The network currently has over 200 million monthly active users.

Twitter’s platform allows users to share links, pictures, videos and news.

YOUTUBEYouTube is world’s most popular video sharing service, with over 2.9

trillion minutes of video uploaded last year.

YouTube’s media sharing platform allows users to

upload their own content and view, share and

comment on other users’ videos.

FLICKRFlickr is an online photo management and sharing service with over 75 million users worldwide.

Flickr’s platform allows users to publish and organize their photos and video, and share this content with friends, family and other social networks.

BLOGSBlogs are sites consisting of

posts (or entries) displayed in reverse

chronological order. There are an estimated 31

million bloggers in the U.S. alone.

Blogs can be maintained by one author or by a group.

Users can read blog content, subscribe to

updates, comment on posts and share links with

their social networks.

GOOGLE+Google+ is a social networking service from Google, which currently has 135 million active users around the world.

Google+’s platform allows users to segment their network connections into groups called Circles, video chat with friends and family via Hangouts and share photos, videos and links.

PINTERESTPinterest is a virtual

pinboard, where users can organize and share links and photos from across the web. Pinterest currently has over 25 million users.

Pinterest’s platform allows users to post Pins, which include a photo and a link to another website. Users can also like, comment and share Pins posted by other users.

INSTAGRAMInstagram is an online photo-sharing and editing service with over 90 million active users posting 40 million photos a day.

Instagram allows users to upload or take a photo with their smartphone or tablet, apply filters to it and share it with their social networks and friends.

FOURSQUAREFoursquare is a location-

based social networking service that allows users to “check-in” at locations with their mobile device. The service has over 30 million users, who have checked in over 3 billion times.

Foursquare’s platform allows users to share their locations, earn points for each check-in and unlock rewards, such as badges and specials.

FORUMSForums, or online discussion boards, were the first form of social media. Over 300 million Internet users access forums each month.

Forums allow users to hold conversations with posted messages, which are organized into threads.

PART THREEBRANDS AND SOCIAL MEDIA

Listen Broadcast

Engage Share Promotions

Build a Base Handle Crises

Listen

Broadcast

Engage

Share Promotions

Build a Base

Handle Crises

PART FOURCRISIS COMMUNICATIONS

WHAT NOT TO DO

WHAT NOT TO DO

WHAT NOT TO DO

WHAT NOT TO DO

WHAT NOT TO DO

WHAT TO DO• Be prepared• Take a deep

breath• Use common

sense• Play as a team• Be transparent• Stay on message

WHAT TO DO

WHAT TO DO

WHAT TO DO

WHAT TO DO

PART FIVEMEASURING ROI

KEY METRICS• Engagement

• Likes• Comments• Replies• Favorites

• Audience• Likes• Followers• Circlers• Subscribers

• Referral traffic

ENGAGEMENT

AUDIENCE

REFERRAL TRAFFIC

PART THREERESOURCES AND GETTING STARTED

RESOURCES• Facebook for Business• Twitter for Business• Blogs:

• Mashable• TechCrunch• ReadWriteWeb• Social Media Explorer

GETTING STARTED• Listen up • Choose wisely• Prepare the basics:

• Branding• Content ideas• Who owns it?

CONTACT ME

Alyssa Gardinaagardina@webershandwick.com@agardina