An Intro to Social Media
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Transcript of An Intro to Social Media
An Introduction toSocial Media
Presented byWolf Hoelscher
Bull's-Eye Writing & Editing Services
Is Social Media Worth It?
Time Commitment Requires Patience & Dedication
Planning Put it in writing
Self-Education No school for social media Technology is constantly changing Learn from others (online and in person)
What Are the Rules?
Nobody Knows! No firm
benchmarks for success
Hard to find objective data Often comes from
companies in the business of social media marketing
Inbound Marketing
Marketing is no longer a one-way street Customers expect:
Engagement & interaction (listening) Transparency Positive referrals Valuable content
No more salespeople? The Gift of the Soft Sell
Karma
So Many Sites, So Little Time
Where Should Your Focus Be?
“Seventy-five percent of your focus should be on what is happening off your web site concerning your brand, your industry, and your competitors.”
Source: Halligan, Brian; Shah, Dharmesh; Scott, David Meerman (2009-10-02). Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series) (p. 12). Wiley. Kindle Edition.
What works best for you?
Know who you want to target What platforms do your customers use? What are your competitors up to?
Which sites fit your personality? Social media allows you to put a human face
on your business
The Players
History Founded in 2004 by Mark
Zuckerberg “The Social Network” Began in a Harvard dorm room Designed for Harvard students Gained popularity among
college students around the country
Gains disgruntled MySpace users
Stats
More than 800 million active users (largest social network)
Average users has 130 Friends
Average user spends an average 15 hours and 33 minutes on Facebook per month
Average user visits the site 40 times per month
Average user is connected to 80 community pages, groups and events
200 million people access Facebook via a mobile device each day
Users that access Facebook on mobile devices are twice as active on Facebook compared to non-mobile users
Stats
Other stats: http://diigo.com/0kwcj http://www.kenburbary.com
Platform
Page Types Personal Business/Fan Groups
Apps Increase interactivity with your page
Events Video Contests Landing Pages
The Open Graph
Facebook’s reach extends far beyond its website Social Plugins Likes Mobil apps
Ties into search engine visibility
Pros
Search engine visibility Detailed demographic insights Viral potential 800 million potential customers Buying decisions now based on referrals Free
Cons
Frequent changes to the interface You are at their mercy
Top Stories feature Unfair advantage to larger corps?
Competition Average user is connected to 80 community
pages, groups and events
History
Founders: Developers Noah Glass, Jack Dorsey, Evan Williams, and Biz Stone
created Odeo, a podcasting platform iTunes made this irrelevant
Brainstorming session led to an idea to bring text messaging to the web (text a small group of people at once)
Introduced to the public in 2006 Took off at the SXSW Festival in 2007
Stats
140 - # of characters allowed per Tweet 42.3% - percent of users between ages
30 & 49 1 billion - # of tweets posted every 5
days 100+ million - # of active users 182% - Increase in number of mobile
users over the past year.
Third-Party Clients
Hootsuite Schedule your Tweets & access multiple
accounts TweetDeck
Easier for reading streams Timely.is
Calculates for you the best time to Tweet Provides analytics
Twellow Yellow Pages for Twitter
Pros
Send 140 character updates to people who want them.
Free. Publicize blog posts, organizational news, special
offers... Engage with potential donors and generate buzz. Get feedback. Ask & answer questions (twtpoll,
Twithelp). See what people are saying about you and your
company. Follow trends and act on them.
Cons
Noise! (Pear Analytics Survey: 40% of Tweets = Pointless babble)
Will anybody hear you? Learning curve – What’s a hashtag? RT?
DM? Hard to quantify results
History
Founder = Reid Hoffman Oxford-trained philosopher Started in his living room in 2002 along with
five other team members Went live in 2003 Focus = professional networking &
career building Became profitable in 2007 (designed to
be a subscription service)
Stats
131.2 million members Third quarter growth 2011 = 126% 58.5% of users = male Almost 50% of the users have titles such
as managers, principals, owners, CEOs or vice presidents
Platform
Profile Create your own personal brand (mega-
resume) Get recommendations Pick keywords Add a profile pic Incorporate apps (Slide shows)
Platform
Connections Network with colleagues, classmates, and
friends Get introduced to connections outside your
network
Platform
Groups Join in discussions with others who share
interests related to your business Create your own groups Post discussion questions
Platform
Groups Join in discussions with others who share
interests related to your business Create your own groups Post discussion questions Great opportunity to build new connections
and demonstrate expertise.
Platform
Answers Show off your knowledge Business karma!
Pros
Devoted solely to business – great for B2B.
The average age of users is 41 (Hubspot).
It's a powerful networking tool for landing a job, recruiting, or building exposure for your organization.
Groups and Answers are great features for demonstrating your expertise and building business relationships.
Cons
Mostly a job-finding tool Does anyone read the status updates? Company pages lack apps and
functionality found on Facebook Not a great B2C tool.
History
New! Took the place of Google Buzz Positioning itself to take on Facebook
Stats
Too early to tell ~30 million users? Cost $585 Million to build
Stats
Platform
Circles Choose people to follow and assign them to
circles People you follow will be notified & can add
you to their own circles. See their posts on your stream.
Hangouts Interact online with up to 9 people at once
Google+ Pages
Debuted 11/7/11 Alternative to Facebook Pages Links to Google Places Post a profile pic Post updates as yourself or your business
(like Facebook, but easier) Use “Hangouts” for product demos or
webinars?
Pros
Higher search engine rankings? User-friendly interface? Categorize the people you follow Intertwined with other Google apps like
Gmail and Google Docs GooglePlus Button – better than the
Facebook Like button for visibility?
Cons
New territory – hard to develop a strategy
Low membership (it’s still new!) Few apps for Plus (but it’s coming!) Currently lacks analytics
Other Players
Quora Ask and answer questions Get votes for your answers Gain followers
Other Players
StumbleUpon Like a page…share it Earn followers Promote your blog
Other Players
YouTube Go viral Owned by Google Great way to show off your business or
service Create channels Embed video on your own site without using
storage space Build search engine visibility
Other Players
Yelp Generate reviews (friend referrals) Great for brick & mortar stores, especially
restaurants Opportunity to respond to negative feedback
Other Players
Google Places The new Yellow Pages – make it a priority to
get your free listing Add coupons & special offers Post hours and contact info Get listed on Google Maps
Finding Content to Share
Blogs and the RSS Feed Google Reader Google News Alerts Podcasts Listen to your social media accounts
Connecting & Engaging
Getting Found Add buttons and plug-ins to your website in a
visible spot Display your social media accounts in your
email signature line Business cards, print collateral, signage
Connecting & Engaging
Content Curation vs. Conversation Share links or talk to people? The verdict is still out, but the tide seems to
be shifting toward content curation. Find what works best for you. Mix it up!
Time Management
Google Calendar Toggl.com Create an editorial calendar Brainstorm a list of update ideas Set reasonable time goals (set a timer if
you have to) The Pomodoro Technique
Get help if you need it.
Metrics
Google Analytics Clicky Facebook Insights Hootsuite
Keys to Success
Avoid Sales Speak Learn Effective Copywriting Techniques
Strong Headlines! Benefit-oriented copy
Share Your Story Let your personality shine through Engage!
Learn from Your Mistakes Stay Up to Date!
Social media is constantly evolving
Keys to Success
Make a Commitment Be patient Be realistic
Don’t overextend yourself Write out your long-term goals Focus on 2-3 social media accounts
Follow the $$$ If it’s not leading to sales, re-evaluate your
approach
Thanks!
Wolf Hoelscher
Bull's-Eye Writing & Editing Services
www.bullseyewriting.com
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