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Once a role for the corner cubicle, Social Media has emerged as a major contributor to the marketing mix.
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Lisa Richardson Waller, 1987 Graduate, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Get Serious About Social MediaPresented by Lisa Richardson Waller
The Power of 140 Characters
Creativity Plus in Social Media
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Why “Do” Social Media?
• Generate interest in brands/business.• Increase online traffic.• Gain market insights.Image Source: http://www.elizabethlangham.com/tag/shopping-centers
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
So what? Why Social Media?
• Practical Uses for Social Media: – Community Management– Customer Service– Social Listening– Minimizing Risk
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
3 Critical Steps to Social Media Success
• Listening.• Engaging your audience.• Responding (appropriately).
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Social Media Means Business
• Social Media – No longer corner cubicle.• Social Commerce Sales projections for 2012 -
$9.2 billion.• 2013 Estimates - $14.25 billion. • $30 billion projected in 2015.
Source: The Social Skinny http://thesocialskinny.com/99-new-social-media-stats-for-2012/
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Social Media is Serious Business
• Consumers trust friends and family more than advertising.
• Companies who are “social”rank higher in Fortune 500.
• 93% of marketers rate social tools “important”.• 43% of marketers report increased sales due to social
campaigns.
Source: The Social Skinny http://thesocialskinny.com/99-new-social-media-stats-for-2012/Consumer Trust: http://blog.nielsen.com/nielsenwire/media_entertainment/consumer-trust-in-online-social-and-mobile-advertising-grows/
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Social Media-Centric
• Social media-centered society.• Toyota Venza spot – Saatchi & Saatchi, LA.• Concept came out of consumer research.
Source: YouTube, uploaded by FutureRetro2010 on Jul 11, 2011
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
We’re Addicted
http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/Mobile phone/toothbrushimage: http://www.tendercaredental.net/
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
What does this number mean?
100
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Do You Have Klout?
• Klout is the measure of your social media influence.
• Things that affect your score:– Number of social channels/networks.– Your LinkedIn Title.– Engagement.– Content.
Source: Klout.com http://klout.com/#/corp/klout_score
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
In the Numbers
• Barack Obama – 92• Justin Bieber – 92• Oprah Winfrey - 91• Ellen Degeneres – 84• Lisa Richardson Waller – 50• Roy Williams - 18
Source: 10/22/12, Klout.com.
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Social Media Success
• Listen.• Engage.• Respond appropriately.
– Plan for the expected.– Prepare for the unexpected.
"If I had eight hours to chop down a tree, I’d spend six sharpening my axe." – Abraham Lincoln
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Top Social Media Channels Used Most Often by Marketers
• Facebook • Twitter • Pinterest• YouTube• LinkedIn • Blogs
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Facebook• Most popular social media destination US, Canada, UK. • Tops among job seekers.• > 800 million active users. • 70% of U.S. on Facebook.• 48% of 18-34 year-olds check FB when wake.• College set – fastest growing demographic• 56% of consumers say more likely recommend a brand after becoming
a fan.
Sources: Digital Buzz Blog http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic/ and Jeff Bullas.com http://wwhttp://www.jeffbullas.com/2009/08/02/how-many-social-media-channels-should-your-brand-be-using/#yYBFUIBQsLR5SI5v.99
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
• Branding-connection-information channel.• 10x more followers with picture; 8x more with
bio.• The average Twitter user has 126 followers.• 140 max characters per tweet.• 71% of tweets receive no reaction.• Hashtags – Easier to search; more likely to
trend.
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Pinterest• Mass Market Channel.• Over 20 million registered users.• 250 Brands+ across industries including:
• Blogs and websites Government• Healthcare• Media• Retail• Sports• Tech• Travel• Celebrities • E-commerce • Education • Fashion• FoodSource: Social Fresh.com http://socialfresh.com/brands-on-pinterest/
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
YouTube
• Google-owned video channel. • Maximize: Tie content to keywords/phrases. • (TV growth - single digits; YouTube – HUGE!)• 3 billion views per day; 72 hours of video per
minute. • CBS and MGM streaming content (Fox, NBC,
ABC – Hulu)• Internet TV
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
• Largest professional networking site.• 115 million+ visits per month.• 16th most visited site on Internet.• 500k C-level Members.• Average user is 39, $139k/annual income.• LinkedIn groups – networking, business.• Company Pages, paid promotion.
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Blogs
– Key channel for driving traffic to social media content.– 23% (144) of Fortune 500 have public-facing corporate
blog.– Free web-based platforms:
• Blogger• Tumblr• WordPress• Register with Technorati• List; bookmark; share posts.
– Stumbleupon, Reddit, Digg, Delicious and Twitter.
Source: http://www.spiral16.com/blog/2012/04/how-the-fortune-500-companies-use-social-media-infographic/
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Other Channels Worth Mentioning
• Instagram• Google+• Foursquare• StumbleUpon
Image Source: Illustration by Lisa’s daughter, Rachel.
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
• Immediate, spontaneous and simple.• Mobile app platform.• Not stand alone – combo with other channels.• Hashtags on Instagram – Use yours (others not there).• @-Reply glitch resolved.• Maintain consistency – same username on social
media accounts.
Source: http://socialmediatoday.com/jason-howie/772986/9-things-consider-when-marketing-instagram
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Google+
• 250 million Google+ accounts.• 150+ million active users. • 50% of users sign on daily.• 69% Male.• Technical/Design occupation dominant.• It’s Google.
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Foursquare
• Localized, free social marketing.• 25 million users.• 1 million businesses.• 25% of users push “check-ins” to social media
(Facebook and Twitter).• Customer engagement - discounts, feedback,
bragging rights.• Customer and competitive intelligence.
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
StumbleUpon
• 20 million “Stumblers”.• Social bookmarking tool.• Discovery engine.• Extends reach.• Diverse community of users.
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
How It Comes Together
28 MillionOnline Uniques
53 Million Visits
6.5 Million
Bracket Registration
s
MARCH MADNESS MEDIA SUCCESS
176 Million Total Reach
Source: Turner-SI Digital Research based on comScore MyMetrix (uniques); STI (brackets); Omniture (visits). Period: 3/11-4/2/2012). Nielsen Media Research, 3/13/12-4/2/12. Based on live + same day stream. Source: Total Reach #, Sports Related Tweets., March Madness/Manning Comparison. Collective Intellect. Period: March 15-April 4 2012 (Reach, Sports Tweets).
11 MillionMarch Madness
Tweets
Source: Keller Fay; Bluefin Labs. 6/1/11-4/8/12. Live telecasts only. NCAA Tournament = 3/10/12-4/2/12. Total day 6a-6a. Includes Twitter, Facebook, blogs, boards, and video/image site comments.
Source: 2012 NCAA Cross Platform Report provided by Nielsen (3/13/12-4/2/12), Data sources: Nielsen, Arbitron, Omniture, Conviva, Bango, and Arbitron Out-of-Home data; PC + Mobile minutes - Conviva (3/13-4/2/12) & TV - Nielsen Media Research, National TV Toolbox (3/13/12-4/2/12) based on live+7 data. 1 minute qualifier
Source: Millennial Media Mobile Madness S.M.A.R.T. Report, April 2012
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Oreo Makes Cookies Conversational
• 100 Days of Oreo Campaign. • Daily “Twist” Videos – YouTube.• Website + Facebook, Pinterest, Tumblr.• 27.7 million Facebook fans. • 110% increase in fan interaction per post.Image Source: http://www.sodahead.com/fun/do-you-like-to-dunk-oreo-cookies-in-your-milk-or-coffee/question-2323711/
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Ford Launches via Social Media
• Launched 2011 Ford Explorer via social media.• 117,000 new fans.• Inspired traditional campaign – “The Great American
Roadtrip”.• Success spawned conversations, promotions.• Launched 2012 Focus – same strategy.
Source: Photo released by Ford. Content Source: http://www.suntimes.com/business/lazare/3734311-452/fords-focus-on-social-media-finds-success.html
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Heineken’s Hard Lesson
• Heineken mistakenly associated with dog fight in Mongolia.• Delayed response to social media outcry.• PR Nightmare - Fueled by Social Media.• Banners up from event night before.
Image Source: According to the Beer Street Journal , “The photo shared is mass circulated around the “internets” without attribution. If you are the owner (and can prove it) and would like attribution, contact us through the link at the top of the page.”
“A lie can travel halfway round the world while the truth is putting on its shoes.” – Mark Twain
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Social Media Takes Time
• 59% of Marketers devote 6 hours a week to Social Media.
• 30% of Marketers spend 11 hours or more.• Alternatives to DIY.• Only 30% of companies outsource social media –
underutilized resources.– Social Media Monitoring Services– Social and Online Media Agencies
Source: Contently.com http://contently.com/blog/2012/04/18/social-media-spending-2012
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Tools for Social Media Monitoring
• TwitScoop – Trending topics in Twitterverse, breaking news. http://www.twitscoop.com/
• Wildfire, Social Mention, Google Reader, other free tools. http://www.socialbrite.org/2011/01/11/guide-to-free-social-media-monitoring-tools/
• HootSuite, TweetDeck, Radian6, BuzzLogic – paid tools. http://www.tripwiremagazine.com/2011/07/social-media-monitoring-tools.html
• Comparison Guide: http://www.pr2020.com/blog/social-media-monitoring-tools-comparison-2012
• Monitoring Services/Agencies
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Don’t Feed the Trolls
• Wikipedia defines a troll, in Internet slang, as someone who posts inflammatory, extraneous or off-topic messages in an online community, such as a forum, chat room, or blog, with the primary intent of provoking readers into an emotional response or of otherwise disrupting normal on-topic discussion.
“I've discovered that the less I say, the more rumors I start.” – Bobby Clarke
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
ROI, You Ask?• Measuring Return on Investment - challenging.• Indirect link between engagement and outcomes.• ROI of social media 4X higher than TV ads.• Model in Resources Section• Classic metrics include:
– Company Key Performance Indicators (KPI’s)– Reach, Frequency, Engagement– Share-of-Voice
• Overall Share• Popularity• Sentiment
Sources: ROI of Social Media: http://en.wikipedia.org/wiki/ROI_of_Social_Media; http://www.briansolis.com/2012/10/calculate-the-roi-of-social-media/
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Follow the Leader
• Find and follow leaders in Social Media.• Emulate people you admire.• If you reference content, give credit.
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Keep the Conversation Going
• Listen.• Engage.• Respond (appropriately).
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Social Media Resources• Sharing vs. Promoting http://socialmediatoday.com/index.php?q=SMC/113061• Twitter Tips http://www.johnpaulaguiar.com/10-twitter-tips-for-newbies/• ROI Model/Template http://www.thesmallcircle.com/downloads/• Marketing on Pinterest: http://
www.inc.com/minda-zetlin/4-secrets-for-marketing-on-pinterest.html• Top 100 Top People to Follow: http://
www.thedrum.com/news/2012/09/26/jeremy-waite-unveils-his-top-100-people-social-media-follow
• Instagram for Social Media Marketing: http://socialmediatoday.com/jason-howie/772986/9-things-consider-when-marketing-instagram
• Recommended Reading on Social Media: Recommended Reading: http://kdpaine.blogs.com/themeasurementstandard/2012/08/4-books-on-social-media-and-public-relations-for-your-summer-reading.html
• Why Your Password May Not Be as Secure as You Think By Kate Nussenbaum• Nielson’s Cross Platform Report http://
www.tvb.org/media/file/Nielsen-Cross-Platform-Report-Q1-2012-final.pdf
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
General Credits• Facts and Stats http://thesocialskinny.com/99-new-social-media-stats-for-2012/; http
://www.jeffbullas.com/2009/08/02/how-many-social-media-channels-should-your-brand-be-using/#yYBFUIBQsLR5SI5v.99 ; http://contently.com/blog/2012/04/18/social-media-spending-2012/
• Consumers trust friends and family: http://blog.nielsen.com/nielsenwire/media_entertainment/consumer-trust-in-online-social-and-mobile-advertising-grows/
• ROI of Social Media: http://www.briansolis.com/2012/10/calculate-the-roi-of-social-media/• ROI of Social Media: http://en.wikipedia.org/wiki/ROI_of_Social_Media• Oreo Campaign:
http://adage.com/article/digital/oreo-s-daily-twist-campaign-puts-cookie-conversation/237104/?utm_source=pulsenews&utm_medium=referral&utm_campaign=Feed:+AdvertisingAge/LatestNews+%28Advertising+Age+-+Latest+News%29
• NCAA slides provided with permission by the NCAA.• Pinterest marketing (not technology) success.
http://www.cbsnews.com/8301-205_162-57537341/pinterest-ceo-says-key-to-success-was-marketing-not-engineering/
Lisa Richardson Waller, guest lecture, UNC-Chapel Hill School of Journalism and Mass Communication, 10/24/12
Questions?
• You can reach me at:– [email protected]– @lisarwaller– www.linkedin.com/in/lisarichardsonwaller
