making social media work
TRANSCRIPT
MAKING SOCIAL MEDIA WORKPresented by:
Daniel Waldman
Tracy Gosson
AGENDA
OverviewTrendsStrategyExamples
WHAT IS SOCIAL MEDIA
Online media designed for social interactionSharedNetworkedConversationalTwo-way communicationSometimes crowdsourced
SOCIAL MEDIA VS SOCIAL NETWORKING
Social media = content
Social networking = the network through
which content is published and shared
• Facebook: 600 million• If Facebook were a country, it’d be the 3rd largest in the world. • 50% of our active users log on to Facebook in any given day• 700 billion minutes/month on Facebook• Average user creates 90 pieces of content each month
• Twitter: 190 million• 95 million tweets/day
• LinkedIn: 75 million• Executives from ALL Fortune 500 companies
• YouTube: 2 billion views/day• 24 hours of video uploaded every minute
• Avg. user spends 15 minutes/day
• Blogs: 133+ million
vs.
Why does this matter?
Happy Customers Tell 3 Friends, Unhappy Customers Tell Google
TRENDS: MOBILE
TRENDS: MOBILE
Networks are available anywhere any time
Makes everything more instantaneousMakes sharing information faster &
easierWe are always connectedThoughts, images and videos can be
shared in REAL TIME
TRENDS: SOCIAL SHOPPING
Combines social networking with shopping!
Offers group deals, group coupons, product reviews and discussions, recommendations
TRENDS: THE “CHECK IN”Social sites that allow a person to “check in” & often
coupled with special deals. Location Based Services TV, Movies, Books and more!
TRENDS: LIVE STREAMING
5 STEPS FOR USING SOCIAL MEDIA
1. Plot strategy2. Execute strategy3. Manage resources4. Measure results5. Repeat!
PLOT STRATEGY
People
Objectives
Strategy
Technology
EXECUTE STRATEGY
Listen
Create
Share
Interact
MANAGE RESOURCES
Have a champion, empower that personChoose your channels wiselyDo what you can, then build on itLook for efficienciesSet a policyExperiment and evaluate
MEASUREMENTThere are hundreds of ways to measure. Here are
ten:1. Impressions
2. Volume of Re-Tweets (Twitter)
3. Volume of shares (Facebook)
4. Volume of social mentions
5. Growth in followers/friends
6. Growth in interactions
7. Number of conversations sparked
8. Depth of conversations sparked
9. Growth in website traffic
10. Impact on real-world events
For a list of 100 ways to measure social media, visit: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117581
MEASUREMENT
MEASUREMENT: ANALYTICS
FACEBOOK TIPS: CUSTOM URL
• Must have 25 fans
• Go to http://www.facebook.com/username/ and choose the page in the dropdown menu.
• Enter a username (this doesn’t change your own login).
FACEBOOK TIPS: PROVIDE INTERESTING CONTENT
Create a pollPost pictures of eventsImport content from your blog Import content from YouTubeAsk questionsPromote others (businesses in your
area, events, people in your community)
TWITTER TIPS Determine who your audience is and follow them
Listorious.comSearch for relevant keywords to find conversations
& people to follow Keep your followers organized with lists Don’t read every tweet; don’t expect everyone to
read all of your tweets Don’t tweet selfishly—post things that are interesting
to your audience Ask & answer questions
PUBLISHING PLATFORMS: TUMBLR
SOCIAL SHOPPING: GROUPON
SOCIAL SHOPPING: LIVING SOCIAL
SOCIAL MEDIA CLIENTS & RESOURCES Hootsuite (http://hootsuite.com) Co-Tweet (http://cotweet.com) Seesmic (http://seesmic.com) Tweetdeck (http://tweetdeck.com) Other resources
http://mashable.com http://socialmediaexplorer.com http://socialmediaexaminer.com http://socialmediatoday.com http://allfacebook.com http://danzarella.com http://viralblog.com
CLOSING THOUGHTS Great planning gets great results Become the expert or hire one Constantly evaluate and retool
strategy Stay up on trends / build your network Invest in what works Don’t overestimate the reach of your
communications Take time to think BIG but pay
attention to the SMALL things