social media basis
DESCRIPTION
Presentation re: social media basics given at the Latin American Chamber of Commerce of CharlotteTRANSCRIPT
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Social Media Basics Brian Cockman, MPA President Rooster Communications [email protected] FACEBOOK: facebook.com/RoosterComm TWITTER: @bcockman @RoosterComms
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Today’s Roadmap
I. Social media defined
II. Social media statistics
III. Social media: good for business
IV. What platform to use
V. Social media ROI & measurement
VI. Case study
VII. Questions
VIII. Set up your own LinkedIn profile
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Social Media Defined
1. Imagine your local newspaper, radio or TV station. This is what we call the media. These type of media are a one-way street
2. Social media is a two-way street or conversation. There’s a dialogue
3. Social media is about mutually beneficial relationships
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Social Media Defined
If a picture is worth 1,000 words, then a video is worth 10,000.
Take look at this video on how social media defines us:
SOCIAL MEDIA REVOLUTION
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Social Media Defined
¤ “90% of consumers trust peer recommendations; only 14% trust advertisements” ¤ Where do people go for peer recommendations: Social
Media
¤ Either you’re part of the conversation (good or bad) or you’re not
¤ Social media isn’t a passing fad. It’s here to stay
¤ Don’t be greedy, grandstanding or grabby. Do be genuine, generous and grateful
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Social Media: The New Reality
¤ Univision released a video promo last year regarding “The New American Reality” that went viral in a matter of hours
¤ The release coincided with the U.S. Census Bureau’s report that the U.S. Hispanic population had topped 50 Million
¤ Univision chose YouTube as its main vehicle to disseminate the message
¤ Two-fold message: Latinos are a VERY important piece of the U.S. social and economic landscapes; social media is a powerful communications tool
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SOCIAL MEDIA STATS
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General Stats
¤ 62% of adults worldwide now use social media
¤ Social networking is the most popular online activity with 22% of the time spent on channels like Facebook and Twitter
Source: May 2012 Social Skinny
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Latino Stats
¤ There are 32 million Hispanics online
¤ Hispanics make up 14.5% of the total U.S. online market
¤ There are 13.5 million U.S. Hispanics on Facebook
¤ There are 8.1 million U.S. Hispanics on Twitter
¤ There are more than 3 million U.S. Hispanics on LinkedIn
Source: TechCrunch
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FB Latino Stats ~ Language
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Twitter Latino Stats ~ Language
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Business Stats
¤ 93% of marketers use social media channels for business rating social tools as “important”
¤ 43% of marketers have noticed an improvement in sales due to social campaigns
¤ 80% of US social network users prefer to connect with brands through Facebook
¤ The most popular social networking tool for marketing is Facebook – being used by 92%, followed by Twitter (84%), LinkedIn (71%) and blogs (68%)
Source: May 2012 Social Skinny
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Small Biz Stats
¤ 53% of small businesses are using social media
¤ 88% believe exposure is the biggest benefit
¤ 19% use Facebook, 15% LinkedIn and 4% Twitter
¤ 12% think it’s a must; 24% do it when they have the time; 14% say they don’t know enough about it Source: May 2012 Social Skinny
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GOOD FOR BUSINESS
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Social Media: Good for Business
¤ Social proof
¤ Humanizes your brand
¤ Builds your sphere of influence
¤ Your competition is using it
¤ Your target audiences are using it
¤ Google counts social sharing when ranking
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Social Media: Good for Business
¤ Provides great brand exposure
¤ It’s the next generation of word of mouth marketing
¤ Social networking sites have a high page rank
¤ Provides transparency
¤ Opens up conversation
¤ Aids customer service
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What Platform Should I Use?
¤ In social media, one size does NOT fit all. Before jumping in headfirst, you should research social media sites, audiences, and potential ROI
¤ After research, develop a social media strategy that is part and parcel to your marketing plan
¤ To get your feet wet, try out what you’re comfortable with
¤ I usually start with Facebook, Twitter, LinkedIn or Blogs when working with clients
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Facebook Stats
¤ With over 500 million users, Facebook is now used by 1 in every 13 people on earth, with over 250 million of them (over 50%) logging in every day
¤ 48% of 18-34 year olds check Facebook when they wake up, with 28% doing so before even getting out of bed
¤ Over 200 million people access Facebook via their mobile phone
Source: Digital Buzz Blog
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Facebook Stats
¤ 48% of young people said they now get their news through Facebook
¤ In just 20 minutes on Facebook over 1 million links are shared, 2 million friend requests are accepted and almost 3 million messages are sent
¤ The 35+ demographic now represents more than 30% of Facebook’s entire user base
Source: Digital Buzz Blog
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Why Facebook?
¤ Attract more traffic to your site through business page links
¤ Potential revenue generator
¤ Easier search engine optimization
¤ Increased customer loyalty
¤ Get to know your customers
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¤ What NOT to do with your Facebook marketing strategy: ¤ A business is NOT a person. Set up a business profile.
¤ A lengthy URL
¤ A horrible photo or image- Entrepreneur Magazine
¤ A fear of comments
¤ Desperate strategies for generating fans
¤ Too much content about YOU
¤ Robotic posts
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¤ What NOT to do with your Facebook marketing strategy: ¤ Too many posts
¤ Content that isn’t valuable
¤ The same type of post over and over
¤ Bad spelling or grammar
¤ Contests that break the rules
¤ Too many admins
¤ SPAM
¤ A lack of monitoring
¤ Nothing
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If you insist on doing these things, here’s what will happen.
Te borro del Facebook!
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What is Twitter?
¤ Twitter is a micro-blogging service that enables users to send and read text-based messages of up to 140 characters known as Tweets
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Twitter Stats
¤ There are 75 million Twitter users worldwide
¤ Collectively, they produce 140,000,000 Tweets per day
¤ 87% of people in the U.S. have heard of Twitter, only 7% use it
¤ The average user has 27 followers
¤ U.S. Twitter users are more educated than the general population
Source: KISSMetrics Blog
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Twitter Stats
¤ U.S. Twitter users have higher incomes than general population
¤ U.S. Twitter users tend to be early adopters or “trend setters”
Source: Edson Research 2010
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Twitter Stats
¤ 67% of U.S. Twitter users are more likely to buy brands they follow
¤ Companies that use Twitter average 2X more leads per month than those that do not
Source: Edson Research 2010
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Twitter Stats
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Why Twitter?
¤ Gives you access to people you normally would not have access to
¤ Great way to position yourself as a thought leader in your industry
¤ Allows you to see what people are saying about your brand; customer complaints
¤ Client publicity and support
¤ New clients and client referrals
A Twitter handle uses the “@” symbol followed by your name or business name; it’s like your call
sign and is way for people to contact you or tag you on Twitter.
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What is LinkedIn?
¤ LinkedIn is the world’s largest professional network with over 175 million members in over 200 countries
¤ It connects you to business contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals
LinkedIn Defined
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LinkedIn Stats
¤ 50% of Fortune 100 companies hire through LinkedIn
¤ 1 professional joins LinkedIn every second
¤ LinkedIn members did nearly 4.2 billion professionally-oriented searches on the platform in 2011 and are on pace to surpass 5.3 billion in 2012
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LinkedIn Stats
¤ LinkedIn counts executives from all 2011 Fortune 500 companies as members
¤ More than 2 million companies have LinkedIn Company Pages
¤ LinkedIn represents a valuable demographic for marketers with an affluent & influential membership
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Why LinkedIn?
¤ Grow your network and do market research
¤ Do market research
¤ Find new hires
¤ Check in on your competitors
¤ Spot industry trends
¤ Build your on online reviews
¤ Control your online image with a 100% complete LinkedIn profile
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LinkedIn (A personal story)
¤ In 2008 when the economy tanked, the agency where I was working was making major layoffs
¤ I wanted to move to Miami and work for a large PR agency so I searched LinkedIn – Burson-Marsteller Miami
¤ None of my LinkedIn connections worked for large agencies in Miami, but I did find a New York City BM employee who had graduated from my alma mater UNC Chapel Hill
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BLOGS
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Blogs
¤ Add personality to your website
¤ Boost industry perception
¤ Educate through your market knowledge
¤ Create an emotional investment in your company
¤ Build brand awareness
¤ Can be integrated with other social media platforms
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Free Blog Platforms
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Blogs Develop a blog editorial calendar and map out entire year; update
blog at least two to three times a week initially
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Blogs
Use pictures and videos to make your blog more appealing.
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ROI & MEASUREMENT
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Social Media ROI
¤ Social media isn’t an afterthought. It should be tied back to your business and marketing plans
¤ Social business is a journey and not a project
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Social Media Measurement
¤ QUALITATIVE ¤ Online conversations (are we a part of the foot print)
¤ Comparisons against competition
¤ Moving from a monologue to a dialogue
¤ Relationship building
¤ Quality vs. Quantity
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Social Media Measurement
¤ QUANTITATIVE ¤ Page metrics / Google analytics
¤ Website / blog traffic
¤ Sales activity
¤ SEO ranking
¤ Newsletter subscribers / open rates
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Social Media Measurement
¤ Create a before and after baseline of where you want to be (a roadmap)
¤ Chart growth in sales over six months; over a year
¤ Tie growth to social media posts / online promos
¤ Set achievement milestones (number of LIKES or RTs in a month or each quarter)
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CASE STUDY
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Challenge
¤ Increase LIKES and people talking about Rooster Communications on Facebook
¤ Drive brand awareness of the company as a North Carolina PR firm with a global focus
¤ Create something fun that people would remember to commemorate my two-year business anniversary
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Solution
¤ Create a sweepstakes to reward people for LIKING Rooster Communications
¤ Call the sweepstakes Fly the Coop to tie back to company name and use of rooster in logo
¤ Have people submit a photo holding my logo in front of a landmark where they live
¤ Give a $200 airline gift card to person with most number of photo LIKES, which also ties back to the “Fly the Coop” name
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Results
¤ Increased LIKES from 486 to nearly 600 in one month
¤ At the height of the campaign, nearly 5,000 people were talking about Rooster Communications (this helps with SEO)
¤ One new client brought on board because he said sweepstakes was creative and he wanted to do something similar with his business
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How did I do it?
¤ Solicited the help of friends three months in advance of campaign to have a bank of at least one picture to post for duration of 30 day sweepstakes
¤ Created a Fly the Coop sweepstakes album on Facebook to house the pictures
¤ Created a main image graphic explaining the rules of the sweepstakes and posted as my business page main image
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How did I do it?
¤ Announced sweepstakes on my personal blog to get around Facebook rules so I didn’t have to pay a third party vendor
¤ Posted one image per day to Facebook and Twitter; tagged people accordingly so it showed up on their page and in their news feed
¤ Made weekly announcement of who was in the lead
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How did I do it?
¤ Fly the Coop entries represented more than 9 countries and 30 different cities across the world including Tahiti, England, Croatia, Ecuador, Korea and Colombia
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CONCLUSION
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Budget Your Social Media Time
¤ Anything you do without purpose can be a waste of time. Social media is no different
¤ Social media can be a time suck if you don’t have plan
¤ Commit to “X” amount of time each day to develop and cultivate your social media presence
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Questions
Brian Cockman [email protected]
FACEBOOK:
facebook.com/RoosterComm
TWITTER: @bcockman
@RoosterComms
LINKEDIN www.linkedin.com/in/briancockman
COPY OF PRESENTATION
http://bit.ly/LACC-SM