181.2 million 209.8 million 216.9 million

red balloon the business of elevationTM

© 2014 red balloon inc, All Rights Reserved.

social videos photos

activate · share · connect

777.0 million

173.6 million174.2 million

209.8 million

216.9 million

181.2 million

are you connecting effectively with them?

by Jennifer Maggiore

the executive’s guide to

social media

1.7 billion people world wide use social media



table of contents

what is social media used for?

message from jennifer

burning questionssection II:

section I:introduction

section IV:

2which platforms should we use? 3-4

facebook 7-10twitter 11-14pinterest 15-18youtube 19-22instagram 23-26

1

what are realistic expectations? 5-6

other 27

helpful hints 28sources 29-30

social media platform overview

conclusion

section III:



Jennifer Maggioreceo of red balloon inc

When I launched my marketing company in 2005, most marketers had never even heard of social media, but many of the early adopters had begun blogging and soon after, were experimenting with Twitter. Within a couple years, some executives began hearing about social media but were debating its merit as a marketing channel and whether the return on investment would ever be measurable. Fast forward almost a decade, and a well-executed social media program has become as essential as having a great website – necessary to be taken seriously by constituents in the digital community, and essential for growth. An entire industry has sprung up,

with companies spending millions of dollars a year on social analytics, sentiment and strategy. Today though, many executives still struggle to understand social media. With so many competing priorities, social media education has been neglected. It is a dirty little secret among leadership and across entire companies – many go along with saying they understand the value, but few actually understand how to use social media programs effectively or budget for them. In my experience, budgeting for social media and understanding ROI is difficult even for executives experienced with social media. A recent study by Econsultancy finds that only 8% of companies understand how to measure for the ROI of their social media spending, and 37% have absolutely no data around the value of their social media activities at all. Executives and their teams also lack an understanding of how to create a more meaningful connection with their customers, or how to establish themselves and their companies as authorities in their industries. More frustrating yet, most executives are struggling with how to hold social media staff accountable because they don’t fully understand the medium in which they work. This guide has been designed to provide you with an overview of the hot button issues my clients talk to me about daily, and some interesting statistics that may help you to make some important decisions about your own social media campaigns. If you still have questions, please reach out to me, and if you find this guide useful I’d love to hear from you!

message from jennifer

All the best, Jennifer Maggioreceored [email protected]

section I:

introduction

1



what is social media used for?

uses

creating community

eventpromotion

crowd sourcing brand management

customerservice

authentic connectionwith audience

lines of businesscommunication

new productlaunch

reinforcing traditionalmarketing

private internalcompany communication

Social media can be used to meet a number of objectives. Having a solid plan and a clearly defined outcome will allow your team to more easily prioritize how it spends time, energy and money. The graphic above illustrates the most common uses for social media. Here are some interesting statistics around companies using social media:

According to the Harvard Business Review, 77% of Fortune 500 companies now have dedicated internal social media teams, but still, few of them can easily articulate their main social media objectives. In the periodical’s first issue, Social@Scale Journal shares that one out of five brands rarely – if ever – respond to customer complaints on social media, although consumers expect to receive a response within a few hours. 60% of these customers say they will take additional actions to express their dissatisfaction with followers on social media. In a study cited by memeburn of 120 large companies like Samsung, Macy’s, Jeep, BMW and H & M, 15% of brands have lost customers, 26% have ruined their reputations with customers and 11% have lost revenue because of social media complaints that go unanswered.

While there are several effective objectives for social media, exceeding customer expectations through terrific customer service via social media is still lagging, and perhaps one of the greatest current social opportunities.

section II:

burning questions

2

Each platform is a unique community with different etiquette, language and objectives. See Section 3 for more detailed information and screen shots of many of these sites.



which platforms should we use?

section II:

burning questions

the numbers (traffic referral growth in 2013)

58.81%Facebook

66.52%Pinterest

54.12%Twitter

52.86%YouTube

6.97%Google+

-35.16%Reddit -27.47%

StumbleUpon

34.51%LinkedIn

The numbers to the left indicate the percent increase or decrease in the amount of visits each social site sent to websites in 2013.

These statistics reflect the aggregated traffic received to 200,000 popular websites from shareholic.

3

videos

photo blogging

These platforms include Facebook and Twitter, and while the popularity of MySpace has lagged in recent years, it remains in the top 15 social media sites based on traffic. These sites allow users to create personal profiles for sharing text, photos, videos, events and other pieces of personal information with friends.

There are a number of platforms for blogging including Wordpress and Blogger. Twitter is even considered a “micro blog” (short posts limited to 140 characters). The word blog is derived from the original term “web log”, kind of like Star Trek’s “captain’s log”, or a number of articles or entries on any given subject.

YouTube is the second largest search engine behind Google, with millions of videos viewed per day. Popular uses include product display, how-to-demonstrations, brand story telling, product placement, testimonials, news and events, and video blogs.

Popular photo sharing sites like Instagram, Flickr and Snapchat allow users to share their original images with friends and other viewers. Flickr is particularly favored among photography professionals, and allows each image to be classified with one of a number of licensing rights. Snapchat is favored among a younger demographic because the image eventually disappears and no longer exists.

social

Sometimes it's difficult to decide which platforms to use, and simply requires some experimentation. Some questions for evaluation:



2) What is the objective?Sending traffic to our website? Sharing images or other information? Providing customer service? Different sites will best serve particular objectives.

3) What is the budget?Planning, filming, and editing a video can be costly compared to, say, shooting some images for Instagram.

Start small and see what works - devote lots of TLC to two to three platforms instead of asking your team to spread themselves too thin

by signing up for every social media site under the sun.

1) Who are we trying to reach?Which platforms are popular with our demographics? (Hint: Most social media sites publish aggregated demographic data for users, just Google it).

which platforms should we use?

section II:

burning questions

4



Allow 3-6 months before making changes to your social media strategy. This will allow enough time for promotions to mature, and to set a baseline to measure future social media marketing activities against.

Expect a modest amount of growth in followers and engagement, even 3-5% growth month over month in the beginning. For more aggressive growth, consider paid placement of ads and special offers. Remember though, quality of followers and interaction is more important than quantity.

3-6months social media takes time

The first objective is to build a following that matches your target market. A gazillion followers or fans without an interest in your products or services add zero value to your business.

Next, you want these people active in your community. You measure activity by conversation, clicks, and “conversions” (people who take the action you want them to take, such as buying something – we’d say that a person who searched on Google, found your site and made a purchase is a conversion).

1) build an audience 2) activate community

what are realistic expectations?

section II:

burning questions

5

Retention and referral rates, repeat business, overall value, and lifespan are consistently higher for customers actively participating in a company’s community. Be conservative when setting initial goals and then become more aggressive as you gain experience with your audience – they can alter your direction based on spending habits, trends and personal behavior. Your job is to guide them, listen to them, and follow their lead when it moves your company forward.

Google is indexing public posts on the more popular platforms, and indexes the content on your blog. Be sure to include keywords and links back to your website and other platforms in social media posts.



social media’s primary power is inrelationships and long-term loyalty

the secondary power of social media issearch engine optimization (SEO)

what are realistic expectations?

section II:

burning questions

6

Start with one main objective. Often times we see clients trying to achieve too many goals with their social media at one time with mixed results. For instance, optimize all your social media to get traffic to your website if you have an ecommerce site. You can also work toward one goal through many tactics on one platform; for example, run paid ads and develop content geared to getting likes to build your Facebook page.



Launch Date:

Feb 4, 20042004

1.26 Billion Users1.19 Billion Monthly Active Users

76%66%of online

adultmen

of onlineadult

women 510 MinutesAvg time spent on per month

Users Check Facebook

Age Demographics

27%

24%

14%

9%

18-29

30-49

50-64

65+ 63%Daily

22%Weekly

84%

79%

60%

45%

percentage of users that use facebook in their age group

*

social media platform overviewsection III:

7



One of the most popular social media platforms in the world.

glossarylike poke wall

friends share tag

An engagement function that lets fans give positive

feedback on a post.

Someone who has accepted a friend request from that person. Updates

show on newsfeed.

Share content (from the web or from Facebook) on

your page.

Attach someone, either in a photos or status. This will share with any friends of

that person as well.

event follow

fans

Create an event you can invite people to. Can be public, friends only and

private.

Follow a page to see updates and posts on your

newsfeed from them.

People who have liked your business page.

cover photoThe 851x315 image you see on the top of your timeline

or business page.

timeline pagesYour stream of updates and

posts. Visible both on personal and business.

Business Profile. This is not like your personal Facebook page. Customers can find

your business here.

commentA reponse to a picture,

video, status update, etc.

news feed

engagement

What you see when you log into Facebook. Shows new

posts from pages and people you’ve liked.

Number of likes, comments and shares you recieve.

A private message notification. Not an actual message just a poke or a

reminder.

Your Facebook page that shows your timeline and

cover photo. What others see on your page.

8

the look

Timeline

Profile Picture

Ratings

Cover Photo

Tabs

Post

Facebook has specific apps you can use on your phone or tablet device for optimal viewing, messaging and newsfeed updates. It is a good idea to check regularly to see how your

page appears on different apps and different devices.


© 2014 red balloon inc, All Rights Reserved.9

the metrics



key metrics (facebook insights)• net change in followers• number of interactions (comments & likes)• general sentiment (based on community manager

observation: positive, negative, neutral)• reach

objectives

• increase brand recognition• grow network

• update your community on new products and sales• remain in contact with vendors and other partners

indicators of positive growth• consistent activity and management of profile• increase in followers• receiving comments regularly• positive sentiment• interactions with vendors and other partners• referring traffic to website and other social channels

10

It is challenging to develop a strong Facebook presence without paid ads. We strongly recommend “boosting” posts and paid advertising.

The following is a list of common metrics and objectives, and where to find them for this platform.



Launch Date:

July 15, 20062006

1.0 Billion Users231.7 Million Monthly Active Users

18%17%of online

adultmen

of onlineadult

women 170 Min.Avg time spent on per month

Users Check Twitter

Age Demographics

18-29

30-49

50-64

65+

Daily46%

Weekly21%

31%

19%

9%

5%

percentage of users that use twitter in their age group

*


11

Twitter, the information network.

glossary

tweet @ / at # / hashtag

retweet follow discover

A message posted via Twitter containing 140

characters or less.

The act of forwarding another user's tweet to all of

your followers.

Subscribe to someone’s Twitter account to see their

updates and tweets.

A tab in Twitter where you can find top tweets, who to

follow, and more.

handle mentionYour Twitter name and

Twitter page url.Ex: @username

twitter.com/username

In your tweet you can mention another user using

the @username in your tweet.

trending http://t.coThe most popular topics on

Twitter, calculated algorithmically.

Twitter’s version of shortened URLs.

promoted tweetTweets that businesses have

paid to have in the top search results on Twitter.

The main image for your twitter profile. Typically your

headshot. (Your avatar)

A tweet posted in reply to another user's message, usually posted by clicking the "reply"

button next to their tweet.

The main image you see on your Twitter page (1500x500)

and the background for mobile.

The @ sign is used to call out usernames in tweets. Used in

mentions and replies. @username links to their profile.

Hashtags are used to mark keywords or trending topics

in Twitter.

header/cover replyprofile picture



bit.lyA way to shorten URLs so

you do not take up as many characters from your

tweet.



the look

Profile Picture

Header

Tweets

There are many programs for managing Twitter, check out TweetDeck.

Twitter changed it’s look in 2014, to not include background images. However, the header image is now used like a cover photo (similar to Facebook), but on your mobile device it still looks like the traditional header.

13

the metrics

• general sentiment (based on community manager observation: positive negative, neutral)

objectives

• increase brand recognition• grow network

• update your community on new products and sales• remain in contact with vendors and other partners



key metrics (hootsuite*) • net change in followers• number of interactions (replies, mentions and “RTs” or retweets)

indicators of positive growth• consistent activity and management of profile• increase in followers• increase in interactions (replies, mentions and RTs)• positive sentiment• interactions with vendors and other partners• referring traffic to website and other social channels

14

Check out Hootsuite.com - Hootsuite is a popular social media tool for scheduling and reporting.




Launch Date:

March 20102010

70 Million Users20 Million Monthly Active Users

33%8%of online

adultmen

of onlineadult


Users Check Pinterest

Age Demographics

27%

24%

14%

9%

18-29

30-49

50-64

65+Daily23%30%

Weeklypercentage of users that use pinterest in their age group


15

*

The fastest growing social network.

glossary



pin repin boards

follow pinner like

An image upload from your computer or a website to a

Pinterest board.

Following another Pinterest user to see updates or

follow their board.

The person who posts the pin.

An engagement function, very similar to the Facebook

like. Tells the pinner you liked it.

mention commentYou can mention another pinner in a post. And they will recieve a notification

they were mentioned.

You can leave comments on another pinner’s pin or

respond on yours.

group board categoryA shared board where 2 or

more people can pin content.

Popular categories of Pinterest content.

profile pictureA picture that is posted on

your profile board and whenever you comment.

Basically the same as share. You repin another person’s

pin.

A grouping of pins under a certain category you’ve created. Helps organize

your inspirations.

Pinterest has specific apps you can use on your phone or tablet device for optimal viewing and newsfeed updates.

16

the look



Boards

Pins

Pins

Pinterest Page

Pinterest Board

Profile picture

17

the metrics

• increase in followers, “Repins” from your account and “Pins” from your website



key metrics (Pinterest analytics)• number of followers• number of comments and likes• number of “Repins” from your account• number of “Pins” from your website

objectives

• increase brand recognition• product sales

• engage community and encourage interaction• refer traffic to site

indicators of positive growth• consistent activity and management of profile• referring traffic to website

18




Google Purchased:

Jan 2006

1 Billion Users

4 Billionviews per day

3 Billionsearches per month

largest search enginebehind google.com

6 Billionhours watched per month

100 hoursof video uploaded per minute

traffic

mobilefrom

40%

2nd


19

The video sharing network.

glossaryannotations avatar channel

bulletin playlist vlog

Dynamic overlay on videos that allows you to place text

on a video and/or make parts of the video clickable

link URLs.

A message that channel owners can send to their subscribers. Bulletins show up in subscribers’ feeds.

A collection of videos that can be viewed, shared and

embedded like an individual video.

A video-blog. A casual, conversational video format or genre featuring a person

talking directly to the camera.

watch-time subscription The amount of time in

aggregate that your viewers are watching your videos. Watch-time is estimated in

Analytics.

By subscribing to a channel, users will see that channel’s activity in their homepage

feed.

viewsHow many times the video

was watched. Regardless of being liked or shared.

one channel channel artYouTube’s new channel

design that works across all devices, allows reach to

non-subscribers, and more.

YouTube’s customizable background/title design for your channel. This can be seen across all devices.

video adYouTube has ads that play before videos. Ads are set

up through Google Adwords.

A user action that shows appreciation or disapproval

for a video.

Html code YouTube provides to embed a video on a

webpage.

Users can leave feedback on the video and respond

to other comments.

The square image on your channel page that represents your channel across the site.

YouTube.com/channelname A channel is the public page

for a user account or business on YouTube. Ex:

YouTube.com/redballoontv

like/dislike embedcomment



the look



one channel

One Channel Art

Subscribe

ChannelTrailer

Uploads

The look above is actually the “One Channel” view. The channel trailer plays automatically (unless specified) as soon as the channel is viewed. This is a user view of the channel from a desktop computer. The One Channel art is tricky to design since it looks different in all 3 styles: on a desktop, on a tablet or on a mobile device. The rule of thumb is to keep your image centered in the middle.

youtube apps:A YouTube app can be downloaded on multiple devices and has it’s own design

compared to the PC. It’s a good idea to check to see the differences between them.

Avatar

the look

21

the lookthe metrics



key metrics (YouTube insights)• number of views per video• number of subscribers• “Drop off” point (where viewers stop watching videos)

objectives• increase brand recognition

• refer traffic to site

indicators of positive growth• net increase in subscribers and views month over month• referring traffic to website

22

• improved SEO - YouTube is the second largest search engine behind Google

• engage, entertain and educate visitors with interesting videos




Launch Date:

Oct 6, 20102010

150 Million Monthly Active Users

20%15%of online

adultmen

of onlineadult


Users Check Instagram

Age Demographics

18-29

30-4950-64

65+

Daily57%

Weekly20%

37%

18%

6%

1%

percentage of users that use instagramin their age group

*


23



The photo and video sharing platform.

glossary

filter posts # / hashtag

stream border tag

An easy way to adjust brightness, contrast, texture, special effects, and tones

on a picture taken with Instagram.

Shows the photos and videos of those you follow as they are uploaded to

Instagram.

The edging you can add to your photo to give it a

polaroid style look.

Attach someone, either in a photos or status. This will share with any friends of

that person as well.

like selfieA way to show you

liked/enjoyed a particular photo or video.

A picture taken by someone of himself/herself.

direct messageYou can send a photo or message to another user

privately.

collageMultiple images integrated

into one picture.

A post in Instagram is a picture or video.

A way to group and label pictures. Works like the Twitter and Facebook hashtag. (see Twitter

hashtag).

24



the look

Instagram has a profile view for computers, but it was designed with the mobile view in mind. Be wary that this picture was taken with a Galaxy S3

and the iPhone view may have subtle differences and features.

Profile Picture

Profile Display

Posts

Follow

25

the look

• sentiment (observation by community manager: positive, negative, neutral)

• grow network 1-3% with % month over month increasing faster with larger audience



key metrics (iconosquare)• number of likes• number of followers• number of comments

• increase brand recognition• engage community and encourage interaction• refer traffic to site

objectives

indicators of positive growth• consistent activity and management of profile• referring traffic to website• increase in followers

26

Check out a free service like iconosquare.

The following is a list of common metrics and where to find them for this platform.



others

Yelp (yelp.com)

Linkedin (linkedin.com)

Yelp is a social review website for customers to rate and comment on businesses they frequent. Organized by city, users discover, rate and review businesses, and businesses may respond, interact with customers

and advertise on the site as well.

Google+ (googleplus.com)Google+ is Google's social networking service, and allows users to share text, images and video, similar to Facebook. Google+ is associated with a user's Google account (gmail, calendar, drive, hangouts, etc) and

can also be used to associate web content to authors.

There are numerous other social media platforms to consider, and in other countries as well, depending on where your audience is.

Here are some other popular sites for your consideration. Have questions? Call or email Jennifer at red balloon anytime - 480-270-5395, [email protected]

Linkedin is a social site for professionals to connect with one another, and allows them to ask for introductions to prospective customers and employers through trusted business partners. There are also interest

groups and a Q & A section for individuals looking to get or give professional advice and business information, and companies may also set up business profiles. Paid advertising is available.

FoursquareSwarm

(foursquare.com)

(swarmapp.com)

Foursquare recently broke up its app into Foursquare and Swarm. Foursquare would like its users to discover new businesses through its app like they do on Yelp. To accomplish this, they moved the location check-in function to Swarm and are offering local business listings in Foursquare.


27



For the few companies and the executive leaders who get it right, social media will continue to yield high returns in branding, sales, satisfaction, and customer connection.Now more than ever, it will be crucial to get social media right, including:

I hope you've found this guide useful. Check out some of the final helpful hints I have to share below. Have questions? Feel free to contact me anytime, I'd love to talk.

redballooninc.com

[email protected]

480-270-5395

@jennmaggiore

facebook.com/redballooninc

youtube.com/redballoontv

training and empowering social media staff to make genuine connections with your customersdeveloping clear policies and guidelines for use aligned with your brand

•

creating clearly defined objectives and strategies to direct social media platforms

•

utilizing meaningful and accurate measurements to determine ROI and drive investments

•

•

conclusionsection III: section IV:

Don’t leave it to your interns – while they’ve grown up with the technology and understand how to use it, they don’t have the experience or judgment yet to understand handling hostile interactions or developing strategic messages. As Dale Ferreira says in his column for memeburn, “Your secretary cannot do your social media because she is young for the same reason my father can’t do hieroglyphics just because he is old.”

Have employees proof each other’s work before it goes to leadership for final review.

Develop guidelines for appropriate personal and professional social use and include them in your company’s code of conduct.

Offer ongoing social media education for all employees, including specific, detailed training for social media staff.

helpful hints

Jennifer Maggioreceo of red balloon inc

WWW

28



creditsconclusion

section III: section IV:

29

“Companies continue to struggle with social media measurement: report.” Econsultancy https://econsultancy.com/blog/8307-companies-continue-to-struggle-with-social-media-measurement-report“What’s the Endgame for Social Media.” Harvard Business Review http://blogs.hbr.org/2014/01/whats-the-endgame-for-social-media/

“Are you ready for the connected consumer revolution?” Sprinklr http://www.sprinklr.com/social-scale-blog/social-media-management-journal/

“Are 1 in 5 companies missing the point of social media?” memeburn http://memeburn.com/2014/07/are-1-in-5-companies-missing-the-point-of-social-media/

“Facebook, Pinterest, Twitter, and Youtube referrals up 52% in past year[REPORT].” Shareaholic https://blog.shareaholic.com/social-media-traffic-trends-10-2013/

“Social Networking Reaches Nearly One in Four Around the World.” eMarketer http://www.emarketer.com/Article/Social-Networking-Reaches-Nearly-One-Four-Around-World/1009976

“Facebook.” Wikipedia http://en.wikipedia.org/wiki/Facebook

“By the Numbers: 17 Amazing Facebook Stats.” Digital Marketing Ramblings http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/

“Social Media Update 2013.” Pew Research Internet Projecthttp://www.pewinternet.org/2013/12/30/social-media-update-2013/

“By the Numbers: A Few Amazing Twitter Facts” Digital Marketing Ramblings http://expandedramblings.com/index.php/march-2013-by-the-numbers-a-few-amazing-twitter-stats/

“Twitter” Wikipedia http://en.wikipedia.org/wiki/Twitter

“By the Numbers: 50 Amazing Pinterest Stats.” Digitial Marketing Ramblings http://expandedramblings.com/index.php/pinterest-stats/

“Pinterest” Wikipedia http://en.wikipedia.org/wiki/Pinterest

“By the Numbers: 50 Amazing Youtube Stats.” Digitial Marketing Ramblings http://expandedramblings.com/index.php/youtube-statistics/

“Youtube” Wikipedia http://en.wikipedia.org/wiki/youtube



creditsconclusion

section III: section IV:

30

“By the Numbers: Important Instagram Stats.” Digitial Marketing Ramblings http://expandedramblings.com/index.php/important-instagram-stats/

“Instagram” Wikipedia http://en.wikipedia.org/wiki/instagram

“By the Numbers: Important Instagram Stats.” Digitial Marketing Ramblings http://expandedramblings.com/index.php/important-instagram-stats/

“It’s time for the digital industry to stop handing out titles and train juniors properly.” memeburn http://memeburn.com/2014/06/its-time-for-the-digital-industry-to-stop-handing-out-titles-and-train-juniors-properly/

“Instagram” Wikipedia http://en.wikipedia.org/wiki/instagram

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