INTRO TO SOCIAL MEDIA - Welcome to Snider Class › ... › 2017 › 09 ›...
Transcript of INTRO TO SOCIAL MEDIA - Welcome to Snider Class › ... › 2017 › 09 ›...
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INTRO TO SOCIAL MEDIAFALL 2017 | Chris Snider | @chrissnider
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GET TO KNOW SOME social networks
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Social media overall• 2.8 billion active social media users worldwide
• 37% global penetration
• +22% increase over last year
• 56% of U.S. online adults use more than one social network
• 93% of Twitter users also use Facebook – as do 95% of Instagram users and 92% of Pinterest users
Source: Social Media Today
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Facebook• Launched in 2004
• 2.01 billion monthly active users as of July 2017
• 1.32 billion daily active users (85.8% outside U.S. and Canada)
• Valued at $490 billion
• What’s unique: Everyone is there. Real identity. Lots of content. Hard to get your content seen as a brand.
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Twitter• Launched in March 2006
• 328 million monthly active users as of June 30, 2017 (unchanged from previous quarter)
• Estimated 157 million daily active users.
• Valued at $12 billion
• What’s unique: Short, real-time information and public, so it’s a great listening tool. Ability to follow/talk to anyone. Expectation that brands will respond to you.
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Twitter’s focus for 2017• Make Twitter safer
• Invest in “core use case” and new product areas like live streaming video
• Simplify and differentiate its revenue products
• Make progress toward profitability
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LinkedIn• World’s largest professional network with more than
500 million members in 200 countries
• 133 million users in the U.S.
• Two new members per second
• Students and recent grads are fastest growing demo (with 40 million now)
• What’s unique: Real identity. Your work history and education history tie you to others.
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Instagram• Launched Oct. 6, 2010
• Visual social network (photos and videos)
• 700 million monthly active users as of April 2017
• 250 million daily users of Instagram Stories
• Predominantly female and under 90% under age 35
• What’s unique: Very visual. Filters. Quick and simple (launched Layer app instead of building that content in). No links, so it’s not filled with bad marketing.
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Pinterest• Launched in March 2010
• 150 million monthly active users as of Oct. 2016
• Audience is mostly female, but seeing growth among men.
• Audience evenly distributed from ages 18 to 64
• What’s unique: Visual. Allows you to organize information and easily reference it later. Focus on fashion, travel, home, arts/crafts, food.
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STATS ON TOP 5Stats are for
U.S.
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STATS ON TOP 5
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Snapchat• Launched in Sept. 2011
• 173 million daily active users (July 2017) - 161 at IPO
• Projections at IPO showed 217 million daily users by end of 2017
• Valued at $18 billion
• On any given day, reaches 41% of all 18 to 34 year-olds in U.S.
• CEO said in 2013 that 70% of users were women
• What’s unique: Disappearing content, fun storytelling tools, frequency of use by young people.
http://mashable.com/2014/08/08/study-snapchat-college/
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YouTube• Video sharing network - launched Feb 2005
• More than 1 billion users
• Hundreds of millions of hours watched daily
• Half of views are on mobile
• Reaches more U.S. adults 18-34 than any cable network
• What’s unique: Vast volume of video, high rank in Google search, YouTube stars.
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• What do you consider to be the most important social networks for college students in 2017?
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DEMOGRAPHIC INFO
My survey of Drake first-years, Sept. 2017
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social media trends• Live video … Facebook, Periscope, Instagram
• Video in general (Twitter, Facebook)
• Ephemeral “stories”
• Private content (Confide, Cyber Dust)
• Messaging apps (FB Messenger, LINE, WhatsApp, Snapchat)
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social media trends
• Video chat apps (Houseparty, Fam, Messenger)
• Work networks (Facebook Workplace, Slack, Yammer, Wrike)
• Wearables / Apple Watch
• One to few publishing (podcasting, email newsletters)
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What other trends are you seeing?
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How to succeed in social media in 2017
Social media tips:
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Use AN image • Humans are
incredible at remembering pictures. Hear a piece of information, and three days later you'll remember 10% of it. Add a picture and you'll remember 65%. - brainrules.net
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BETTER YET, USE A VIDEO• Facebook exec said in 2016 the network will be
entirely video within five years.
• Twitter says video views grew by 220X from the end of 2014 to the end of 2015.
• 4 times as many consumers would rather watch a video about a product than read about it.
• 1 in 4 consumers actually lose interest in a company if it doesn’t have video.
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Put text on that video• 85% of Facebook videos are watched without sound.
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Drake SJMC FB by post type
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BETTER YET, LIVE VIDEO
Live video is now available on Facebook, Instagram, Periscope/Twitter, YouTube
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THINK BEFORE YOU POST
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Don’t be too promotional
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GIVE MORE THAN YOU TAKE
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Don’t TRY TO TRICK PEOPLE
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CREATE GREAT content• There’s no shortage of content on social media.
It’s the great content that will stand out.
• Spend more time creating fewer, better posts.
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TELL US WHAT MAKES YOU UNIQUEGive us a peek behind the curtain.
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What is something that makes
YOUR COMPANY unique?
Information spreads through stories:
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TAG People and brands
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SHOW REAL PEOPLE
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BE USEFUL
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Stop talking about yourself
• Share other people’s content more than you share your own.
• Follow the 80/20 rule. Four posts about others to one post about yourself.
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GIVE CONTEXT, not JUST CONTENT
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Assume they’re not going to click on the link.
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CREATE CONTENT OTHERS WILL WANT TO SHARE
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What is something you shared recently?
WHY DID YOU SHARE?
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Why WE share• Entertainment: To bring valuable and entertaining content to others.
• Define ourselves: To give people a better sense of who we are and what we care about.
• Build relationships: Keeps us connected to people they might not otherwise stay in touch with.
• Self-fulfillment: Allows us to feel more involved in the world.
• Support a cause: Supports causes or issues we care about.
• BOTTOM LINE: The likelihood of your content being shared has more to do with your readers’ relationship to others than to you.
Source: NY Times Consumer Insight Group
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KNOW YOUR ANALYTICS
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Followers don’t matter. Influence matters.
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STOP OBSESSING OVER YOUR NUMBER OF FOLLOWERS.
START ENGAGING THE ONES YOU HAVE.
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In groups, look at a group members company on Facebook
• Are they consistently using images?
• Are they consistently using videos?
• Are they using live videos?
• Are they too promotional?
• Do they tell us what makes them unique?
• Do they show real people?
• Are they relying on us to click the link?
• Is content sharable?
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Keep learning…
• Social Media Examiner - socialmediaexaminer.com
• Buffer blog - blog.bufferapp.com
• Facebook blog - insights.fb.com/blog/
• Hootsuite blog - blog.hootsuite.com