Social Media 101 in 2015

Cuyahoga Community CollegeCleveland, Ohio

March 2015

http://www.tri-c.edu/workforce/courses/course-7368.html

Amy Neumannhttp://goodplustech.com

Social Media 2015

• What is the current social media landscape?

• Why does social media matter for business?

• Who, what, when, where, why and how:

• What content makes sense?

– Facebook

– Twitter

– Pinterest

– Google Plus

– YouTube

– LinkedIn

– Other Sites and Resources

http://jcsocialmarketing.com/2014/01/social-media-social-good-infographic/

What is the Current Social Media Landscape?

“Social Media”

Social media = people.

It’s the same thing humans have done since the dawn of time – connecting.

Being where people are, when they are, how they prefer, with the information they want. On a phone...a computer...a tablet...at work, at home, anywhere.

People tend to universally like certain things: to be entertained, to learn, to save time, to save money, to be ahead of the curve, to feel inspired, to help others, to share, to grow.

How does your strategy fit into the humanness of marketing?

[Make People Feel Like They Do Watching This.]

https://www.youtube.com/watch?v=RP4abiHdQpc

Highlights -2014 Social Media Users

• Facebook: 1.19 BILLION (800 mm mobile)

• YouTube: 1 Billion+

• Twitter: 560 million +

• Google Plus: 400 million +

• LinkedIn: 240 million +

• Instagram ( 150 mm; owned by Facebook)

• Pinterest (70 mm)

• 6 BILLION+ mobile devices globally

http://www.mediabistro.com/alltwitter/social-media-stats-2014_b54243

To Help with Planning:

Who do you want to reach?What do you want them to know?

What do you want them to do?

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Visibility & Connectivity at All Times

We “Share This”

We talk about what we like (or don’t like)

We are mobile

Consider a Responsive Design Site

Time Spent on Social Media…http://www.statista.com/chart/2109/time-spent-on-social-networks-by-platform/

Also, Bumping into Things.

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Pew Internet Stats

• http://www.pewresearch.org/

• http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/

• http://www.pewinternet.org/2014/01/16/tablet-and-e-reader-ownership/

People You and Your Organization

• What do they see?

• Is your expertise, experience, and credibility showing?

• Social Media helps make sure it is.

Social Media Landscape Right Now

• Social media is the new “Word of Mouth”

• Things are discovered, reviewed, shared and recommended in real time

• Credibility is developed by being visible as an expert

• Familiarity and trust are created through ongoing interaction, in many

places, many ways

• Customer service is greatly enhanced by the ability to immediately

interact and connect

• Companies are expected to be on social media and to present unique,

exclusive content

Social Media Increases “Serendipity” and Control of Brand

“If you want more luck, take more chances.

Be more active. Show up more often.” ~

Brian Tracy

(good summary of Social Media)

Conversational (Social) and Other-Focused

• Remember the “social” piece – the more

interactive, the more results

• Try to keep the conversation 80-90% about what

interests THEM and only 10-20% about your

organization

• Sharing content that is relevant, helpful and useful

to people who might buy or use your product or

service will drive connections

Content Marketing Defined:

* Source – 2014 B2B Content Marketing Trends, North America

82% - Brand Awareness

74% - Lead Generation

71% - Customer Acq.

68% - Thought Leadership

64% - Engagement

57% - Website Traffic

57% - Retention/Loyalty

47% - Lead Nurturing/Sales

Content Marketing Goals

10 Questions to Ask: Social Media Strategy

1. What’s our main goal behind social media?

2. Who should set up, maintain our social media?

3. Should we be on all the big social media platforms?

4. Which social media is best for my organization?

5. How often should we do updates?

6. What type of content should we post on each network?

7. Should we use social media for customer service?

8. How can we convert social media followers into advocates?

9. How can we measure effectiveness/success?

10. What are the biggest mistakes to avoid?

Adapted from http://www.entrepreneur.com/article/228324

It’s Art + Science

Facebook: It’s Personal (& Entertainment)

• Entertainment focus

• Photos increase engagement by

84%+

• Appeal broadly to human

interests

• Contests and promotions do

well*

• Updates do not need to be

about your organization

• Show your personality

*Third-party services like Offerpop, Woobox, Shoutlet, Wildfire, etc. are good options for running contests – FB has specific promotion and contest rules: https://www.facebook.com/page_guidelines.php

NEOMG Facebook post types examples

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NEOMG Facebook post types examples

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Skittles: Uses FB to connect with consumers in a goofy/quirky way—build customer relationships by appearing non-

corporate, meeting customers on a fun level. https://www.facebook.com/skittles

Twitter: @Claire’s Definition of “Tweet”

It’s Easy to Start

http://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/

Twitter: Proactively Find Advocates

[ https://twitter.com/search-advanced]

http://www.businessinsider.com/best-brands-to-follow-on-twitter-2013-9#

Pinterest

“Pinterest is a tool for collecting and organizing” and for learning, tutorials, infographics, DIY, product uses, inspiration, humor, and more. http://business.pinterest.com/

http://blog.hubspot.com/marketing/10-nonprofits-nailing-pinterest-marketing-list

YouTube (Owned by Google):

Get Campaigns, Events, Testimonials, and Educational Messages in Front of Potential

Clients

Second-Largest Search Engine in the World

http://www.jeffbullas.com/2012/05/23/35-mind-numbing-youtube-facts-figures-and-statistics-infographic/

1. Video blogging (Vlogging)2. Testimonials3. Tutorials/ product uses

Watching Videos…http://www.mediabistro.com/alltwitter/social-media-statistics-2014_b57746

Tip: Shoot Video This Way

Why Use LinkedIn?

74% of businesses research potential clients and job candidates

42% have built new relationships with individuals who may become customers

41% have increased their branding and marketing presence in their market

26% have generated identifiable business opportunities

Source: Power-Formula 2014 LinkedIn User Survey

LinkedIn: Brilliant for Networking

• Connect with local influences, advocates

• Be discoverable

• Keep your profile updated:

– Professional photo

– Current title and organization

– Succinct Summary including keywords

– Complete history allows for faster networking

– Add causes and volunteer work

– Join relevant Groups and interact

Personal Profile

http://blog.linkedin.com/2014/07/01/creating-a-killer-linkedin-profile-tips-from-link-humans/

Generate Lift with LinkedInLinkedIn has a 3X HIGHER VISITOR-TO-LEAD CONVERSION RATE than Twitter and Facebook.

Source: HubSpot, March 2014.

You can:•Generate Leads•Build your Brand •Engage your Target Audience with Content•Recruit Top Talent

Blendtec Example – Getting Creative with Less-Creative Topicshttp://www.youtube.com/user/Blendtec

Instagram: Younger Demo, Owned by Facebook, Photo Based

http://holykaw.alltop.com/instagram-facts-and-stats-infographic

Google Plus

• Jump in now!

– 500 million people have joined

– Popular in technology

– Increasingly important from a local, social

signal, and (SEO) search perspective .

– G+ already affects SEO – especially locally –

in a major way• Claim your Google Plus (formerly Google Places) Page• http://www.google.com/+/business/get-started.html

Metrics and Measuring Use a platform like Hootsuite (or Buffer App,

Sprout Social, Engagor, etc.) to monitor

mentions, schedule some

posts/tweets/updates, and track results from

shortened links

Shorten URLs (web addresses) with a link

shortener (Hootsuite’s is built in: ow.ly, or try

bit.ly or similar) – these track clicks on links so

you can determine which articles perform

best

Monitor keywords like business name,

products, and #hashtags in your industry

Content Update Ideas

•Share what you find interesting, including

from industry-specific sites

Activity: Creating Great Content Ideas

Evergreen

Infographics

Lists

Quotes

Community

How To’s/ Hacks

Topical/Trendy

News

Entertaining/Inspiring

Educational

About Us/Promotional/Testimonials

Brainstorming

Content Grouping Ideas

Mapping Content by Platform

Planning/ Scheduling– Timing and Frequency

Planning – Annual Media Flight Plan by Events

Tools

• Hootsuite/Scheduling (or use any tool of your choice)

• http://hootsuite.com

• Social Media Planning Tools:

http://blog.hootsuite.com/social-media-templates/

• Additional classes drilling down by platform:

• http://www.tri-c.edu/personal-

enrichment/documents/Comed%20Ed%20Schedule%20Book

• http://www.tri-c.edu/personal-enrichment/personal-career-

development.html

Recommended Resources

• http://www.socialmediaexaminer.com • http://socialmediatoday.com/• http://mashable.com• http://techcrunch.com • http://www.reelseo.com/ • http://www.socialbrite.org/sharing-center/tutorials/• http://mashable.com/guidebook/twitter/• http://help.linkedin.com/app/answers/detail/a_id/530• http://computer.howstuffworks.com/internet/tips/how-to-use-facebook.htm• http://support.google.com/plus/?hl=en • https://business.twitter.com/success-stories • https://www.facebook.com/business/success• http://business.pinterest.com/success-stories/• http://tactfulsocialmedia.wordpress.com/2013/05/01/social-media-avatar-sizes-dimensions-

cheat-sheet-2013/ • https://business.twitter.com/success-stories

Summary• A majority of Americans use Social Media

• SM can proactively leverage great content to

create a new stream of potential clients

• Top SM sites to grow and maintain relationships and clients are:

– Twitter

– Facebook

– LinkedIn

– YouTube

– Google Plus

– Pinterest

– Instagram

Questions?This presentation can be downloaded at http://slideshare.net/amyneumann

Additional classes available: http://www.tri-c.edu/personal-enrichment/personal-career-development.html

Amy Neumann

• Passionate fan of all things tech and media for 21+ years with companies like Yahoo! and

AT&T. Currently delighted to be Director of Audience Targeting, Social Media, and

Content Marketing at at Northeast Ohio Media Group (NEOMG) helping businesses

reach the right people, the right way, with the right message, at the right time.

• Often writing about topics involving social media, search, social good, mobile, developing

technology, and similar including for Forbes, the Huffington Post, two personal blogs

(Good Plus Tech and Charity Ideas Blog) and numerous other websites and printed

publications

• Originally hails from Northeast Ohio with a brief stop (16 years) in Los Angeles before

returning to the Cleveland area mid-2011

• Let’s connect! Find me as Amy Neumann and CharityIdeas