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Social Media 101 in 2015
Cuyahoga Community CollegeCleveland, Ohio
March 2015
http://www.tri-c.edu/workforce/courses/course-7368.html
Amy Neumannhttp://goodplustech.com
Social Media 2015
• What is the current social media landscape?
• Why does social media matter for business?
• Who, what, when, where, why and how:
• What content makes sense?
– Google Plus
– YouTube
– Other Sites and Resources
http://jcsocialmarketing.com/2014/01/social-media-social-good-infographic/
“Social Media”
Social media = people.
It’s the same thing humans have done since the dawn of time – connecting.
Being where people are, when they are, how they prefer, with the information they want. On a phone...a computer...a tablet...at work, at home, anywhere.
People tend to universally like certain things: to be entertained, to learn, to save time, to save money, to be ahead of the curve, to feel inspired, to help others, to share, to grow.
How does your strategy fit into the humanness of marketing?
[Make People Feel Like They Do Watching This.]
https://www.youtube.com/watch?v=RP4abiHdQpc
Highlights -2014 Social Media Users
• Facebook: 1.19 BILLION (800 mm mobile)
• YouTube: 1 Billion+
• Twitter: 560 million +
• Google Plus: 400 million +
• LinkedIn: 240 million +
• Instagram ( 150 mm; owned by Facebook)
• Pinterest (70 mm)
• 6 BILLION+ mobile devices globally
http://www.mediabistro.com/alltwitter/social-media-stats-2014_b54243
To Help with Planning:
Who do you want to reach?What do you want them to know?
What do you want them to do?
Visibility & Connectivity at All Times
We “Share This”
We talk about what we like (or don’t like)
We are mobile
Consider a Responsive Design Site
Time Spent on Social Media…http://www.statista.com/chart/2109/time-spent-on-social-networks-by-platform/
Pew Internet Stats
• http://www.pewresearch.org/
• http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/
• http://www.pewinternet.org/2014/01/16/tablet-and-e-reader-ownership/
People You and Your Organization
• What do they see?
• Is your expertise, experience, and credibility showing?
• Social Media helps make sure it is.
Social Media Landscape Right Now
• Social media is the new “Word of Mouth”
• Things are discovered, reviewed, shared and recommended in real time
• Credibility is developed by being visible as an expert
• Familiarity and trust are created through ongoing interaction, in many
places, many ways
• Customer service is greatly enhanced by the ability to immediately
interact and connect
• Companies are expected to be on social media and to present unique,
exclusive content
Social Media Increases “Serendipity” and Control of Brand
“If you want more luck, take more chances.
Be more active. Show up more often.” ~
Brian Tracy
(good summary of Social Media)
Conversational (Social) and Other-Focused
• Remember the “social” piece – the more
interactive, the more results
• Try to keep the conversation 80-90% about what
interests THEM and only 10-20% about your
organization
• Sharing content that is relevant, helpful and useful
to people who might buy or use your product or
service will drive connections
* Source – 2014 B2B Content Marketing Trends, North America
82% - Brand Awareness
74% - Lead Generation
71% - Customer Acq.
68% - Thought Leadership
64% - Engagement
57% - Website Traffic
57% - Retention/Loyalty
47% - Lead Nurturing/Sales
Content Marketing Goals
10 Questions to Ask: Social Media Strategy
1. What’s our main goal behind social media?
2. Who should set up, maintain our social media?
3. Should we be on all the big social media platforms?
4. Which social media is best for my organization?
5. How often should we do updates?
6. What type of content should we post on each network?
7. Should we use social media for customer service?
8. How can we convert social media followers into advocates?
9. How can we measure effectiveness/success?
10. What are the biggest mistakes to avoid?
Adapted from http://www.entrepreneur.com/article/228324
Facebook: It’s Personal (& Entertainment)
• Entertainment focus
• Photos increase engagement by
84%+
• Appeal broadly to human
interests
• Contests and promotions do
well*
• Updates do not need to be
about your organization
• Show your personality
*Third-party services like Offerpop, Woobox, Shoutlet, Wildfire, etc. are good options for running contests – FB has specific promotion and contest rules: https://www.facebook.com/page_guidelines.php
Skittles: Uses FB to connect with consumers in a goofy/quirky way—build customer relationships by appearing non-
corporate, meeting customers on a fun level. https://www.facebook.com/skittles
It’s Easy to Start
http://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/
Twitter: Proactively Find Advocates
[ https://twitter.com/search-advanced]
http://www.businessinsider.com/best-brands-to-follow-on-twitter-2013-9#
“Pinterest is a tool for collecting and organizing” and for learning, tutorials, infographics, DIY, product uses, inspiration, humor, and more. http://business.pinterest.com/
http://blog.hubspot.com/marketing/10-nonprofits-nailing-pinterest-marketing-list
YouTube (Owned by Google):
Get Campaigns, Events, Testimonials, and Educational Messages in Front of Potential
Clients
Second-Largest Search Engine in the World
http://www.jeffbullas.com/2012/05/23/35-mind-numbing-youtube-facts-figures-and-statistics-infographic/
1. Video blogging (Vlogging)2. Testimonials3. Tutorials/ product uses
Watching Videos…http://www.mediabistro.com/alltwitter/social-media-statistics-2014_b57746
Why Use LinkedIn?
74% of businesses research potential clients and job candidates
42% have built new relationships with individuals who may become customers
41% have increased their branding and marketing presence in their market
26% have generated identifiable business opportunities
Source: Power-Formula 2014 LinkedIn User Survey
LinkedIn: Brilliant for Networking
• Connect with local influences, advocates
• Be discoverable
• Keep your profile updated:
– Professional photo
– Current title and organization
– Succinct Summary including keywords
– Complete history allows for faster networking
– Add causes and volunteer work
– Join relevant Groups and interact
Personal Profile
http://blog.linkedin.com/2014/07/01/creating-a-killer-linkedin-profile-tips-from-link-humans/
Generate Lift with LinkedInLinkedIn has a 3X HIGHER VISITOR-TO-LEAD CONVERSION RATE than Twitter and Facebook.
Source: HubSpot, March 2014.
You can:•Generate Leads•Build your Brand •Engage your Target Audience with Content•Recruit Top Talent
Blendtec Example – Getting Creative with Less-Creative Topicshttp://www.youtube.com/user/Blendtec
Instagram: Younger Demo, Owned by Facebook, Photo Based
http://holykaw.alltop.com/instagram-facts-and-stats-infographic
Google Plus
• Jump in now!
– 500 million people have joined
– Popular in technology
– Increasingly important from a local, social
signal, and (SEO) search perspective .
– G+ already affects SEO – especially locally –
in a major way• Claim your Google Plus (formerly Google Places) Page• http://www.google.com/+/business/get-started.html
Metrics and Measuring Use a platform like Hootsuite (or Buffer App,
Sprout Social, Engagor, etc.) to monitor
mentions, schedule some
posts/tweets/updates, and track results from
shortened links
Shorten URLs (web addresses) with a link
shortener (Hootsuite’s is built in: ow.ly, or try
bit.ly or similar) – these track clicks on links so
you can determine which articles perform
best
Monitor keywords like business name,
products, and #hashtags in your industry
Activity: Creating Great Content Ideas
Evergreen
Infographics
Lists
Quotes
Community
How To’s/ Hacks
Topical/Trendy
News
Entertaining/Inspiring
Educational
About Us/Promotional/Testimonials
Brainstorming
Content Grouping Ideas
Mapping Content by Platform
Planning/ Scheduling– Timing and Frequency
Planning – Annual Media Flight Plan by Events
Tools
• Hootsuite/Scheduling (or use any tool of your choice)
• http://hootsuite.com
• Social Media Planning Tools:
http://blog.hootsuite.com/social-media-templates/
• Additional classes drilling down by platform:
• http://www.tri-c.edu/personal-
enrichment/documents/Comed%20Ed%20Schedule%20Book
• http://www.tri-c.edu/personal-enrichment/personal-career-
development.html
Recommended Resources
• http://www.socialmediaexaminer.com • http://socialmediatoday.com/• http://mashable.com• http://techcrunch.com • http://www.reelseo.com/ • http://www.socialbrite.org/sharing-center/tutorials/• http://mashable.com/guidebook/twitter/• http://help.linkedin.com/app/answers/detail/a_id/530• http://computer.howstuffworks.com/internet/tips/how-to-use-facebook.htm• http://support.google.com/plus/?hl=en • https://business.twitter.com/success-stories • https://www.facebook.com/business/success• http://business.pinterest.com/success-stories/• http://tactfulsocialmedia.wordpress.com/2013/05/01/social-media-avatar-sizes-dimensions-
cheat-sheet-2013/ • https://business.twitter.com/success-stories
Summary• A majority of Americans use Social Media
• SM can proactively leverage great content to
create a new stream of potential clients
• Top SM sites to grow and maintain relationships and clients are:
– YouTube
– Google Plus
Questions?This presentation can be downloaded at http://slideshare.net/amyneumann
Additional classes available: http://www.tri-c.edu/personal-enrichment/personal-career-development.html
Amy Neumann
• Passionate fan of all things tech and media for 21+ years with companies like Yahoo! and
AT&T. Currently delighted to be Director of Audience Targeting, Social Media, and
Content Marketing at at Northeast Ohio Media Group (NEOMG) helping businesses
reach the right people, the right way, with the right message, at the right time.
• Often writing about topics involving social media, search, social good, mobile, developing
technology, and similar including for Forbes, the Huffington Post, two personal blogs
(Good Plus Tech and Charity Ideas Blog) and numerous other websites and printed
publications
• Originally hails from Northeast Ohio with a brief stop (16 years) in Los Angeles before
returning to the Cleveland area mid-2011
• Let’s connect! Find me as Amy Neumann and CharityIdeas