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@JuliaCSocial @Enterprisectr #SMupdate
JULIA CLAIRE CAMPBELLFOUNDER, J CAMPBELL SOCIAL MARKETING
@JULIACSOCIAL
THE ENTERPRISE CENTER AT SALEM STATE UNIVERSITY
OCTOBER 22 , 2013
Social Media Update:What’s Hot… And What’s Not
@JuliaCSocial @Enterprisectr #SMupdate
About Me
J Campbell Social Marketing is a boutique digital marketing firm based in Beverly, MA.
Using online tools such as social media, blogs and email marketing, I help nonprofits tell their stories and connect with their supporters.
I offer solutions to your social media problems – through training, support and consulting services.
Learn more at www.jcsocialmarketing.com
@JuliaCSocial @Enterprisectr #SMupdate
Before We Begin…
Social media tools are always changing.
“Getting on social media” is not a marketing strategy.
Using social media will not compensate for a bad product or service.
Nothing is “free”. Less is more.There are one size fits all
answers.
@JuliaCSocial @Enterprisectr #SMupdate
Social & Mobile are HOT
72% of online adults use social networking sites.
27% of online time is now spent on social networking.
6 out of 10 internet users ages 50-64 are on social networks.
43% of those 65 and older are using social networks!
Source: Pew Internet August 2013 - http://pewinternet.org/Reports/2013/social-networking-sites.aspx
@JuliaCSocial @Enterprisectr #SMupdate
Social & Mobile are HOT
57% of American adults use their cell phone to go online. (Pew Internet)
Mobile usage will surpass desktop usage in 2014. (ComScore)
Constant Contact found that 43% of all emails are being opened on a mobile device.
@JuliaCSocial @Enterprisectr #SMupdate
Trends - 2014
Investment in social media is not a luxury. It is simply a marketing necessity.
Benefits include: SEARCH! Company branding Improved brand awareness & affinity Word-of-mouth marketing Increased trust Increased loyalty Increased influence
@JuliaCSocial @Enterprisectr #SMupdate
Trends - 2014
Businesses are becoming more strategic and intentional in their approach. They are:
Hiring outside help or a full/part time person.Getting adequate training.Investing in measuring tools
(SimplyMeasured, Sprout Social, Salesforce).Becoming more discerning and savvy. Adopting a less-is-more philosophy.
@JuliaCSocial @Enterprisectr #SMupdate
Trends - 2014
Breaking down silos.One person simply cannot do it all.I suggest forming Social Media Committees
or Social Media Street Teams.
@JuliaCSocial @Enterprisectr #SMupdate
Trends - 2014Visual-centric channels are (still) exploding.On Facebook, videos are shared 12X more than
links and text posts combined. Photos are liked 2X more than text updates.
On YouTube, 100 million users are taking a social action on videos every week.
Pinterest is referring more web traffic than Twitter, StumbleUpon, LinkedIn, and Google+.
36% of all shared links on Twitter are photos.Photo sharing is the most popular activity on
Google+. Reference: M Booth, Simply Measured, WishPond: http://jcsocialmarketing.com/2013/05/pinterest-instagram-and-creating-a-visual-online-brand/
@JuliaCSocial @Enterprisectr #SMupdate
Trends - 2014Businesses are investing in
graphics and visuals. InfographicsGreat photosCompelling visualsFacebook Cover photo, Twitter
background and header, Google+ header, YouTube channel, LinkedIn Company Page Cover photo, etc.
We are all multi-media companies.
@JuliaCSocial @Enterprisectr #SMupdate
Google+
Not just for tech nerds!
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Google+Google+ is growing in
importance. You are signed up if you
have a Gmail account.Highest number of monthly
users (343 million).It remains the second most
actively used social network.All businesses need to
establish a Google+ page.
Reference: GlobalWebIndex: https://www.globalwebindex.net/signup/ ZDNET: http://www.zdnet.com/google-moves-up-to-second-place-in-social-networks-7000010372
/
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Google+Getting started on Google+:Complete your profile – use
keywords in your tagline and introduction
Upload a great cover image.Use your Circles strategically to
send out targeted posts. Join Communities. Longer, almost blog-like posts get
the most interaction.+1 items, share items, comment.
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Google+
Getting started on Google+:
https://plus.google.com/u/0/b/114406531815335530731/114406531815335530731/posts
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Google+
Claiming Google Authorship is paramount.“Google Authorship” was created with the goal of
allowing writers to claim their content.Allows searchers to find more content written by
an individual author.Claim your Google+ profile then go through the
“Contributor to” Set-up and list all the websites you publish on.
Complete guide is here: http://searchengineland.com/the-definitive-guide-to-google-authorship-markup-123218
@JuliaCSocial @Enterprisectr #SMupdate
SlideShare
Share presentations, white papers, PDFs, webinars
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: SlideShare
SlideShare is the world’s largest community for sharing presentations.
60 million monthly visitors.130 million pageviews.In the World’s Top 10 tools for
education and elearning.LinkedIn bought the company
last May. Supports documents, PDFs,
videos and webinars.
@JuliaCSocial @Enterprisectr #SMupdate
SlideShare
My profile: http://www.slideshare.net/juliagulia77
@JuliaCSocial @Enterprisectr #SMupdate
Slideshare
Ideas for using Slideshare:Upload your presentations – can be private or
public, syncs with LinkedIn.Download presentations.Embed presentations in your blog or website.Share on Twitter, LinkedIn, and Facebook.You can sync mp3 audio with your slides to
create a webinar.You can embed videos inside presentations.
@JuliaCSocial @Enterprisectr #SMupdate
Not just for moms and teachers!
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Pinterest
Pinterest has almost caught up with Twitter – 15% of adult U.S. Internet users (16% on Twitter).
Pinterest has 25 million monthly unique visitors.
Pinterest posts last longer – Pinterest pins have a half life of over one week. (Tweet is 5-25 minutes; 80 minutes for Facebook).
Pinterest is aspirational, not of-the-moment. All statistics from the Pew Internet & American Life Project
(PewInternet.org)
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Pinterest
Why businesses should pay attention:Sephora’s Pinterest followers spend 15X
more than Facebook Fans.Pinterest users spend almost $170 in a
shopping session. Pins that include prices receive 36% more
likes.BlogHer found that 84% of U.S. online
consumers trust information and advice from Pinterest.
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Pinterest
What’s new:Expanded look for pinned articles – pinners
pin more than 5 million articles every day!Pinterest encourages users to create
“Reading List” boards.The “Tasteful” move into
monetization.Inclusion in Bing image
search.
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Pinterest
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Pinterest
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Pinterest
Create a Pinterest Brand Page. You can convert a personal account to a business one. You can push pins out to Facebook and Twitter. Get “Pin It” buttons put on every item you sell online
and all blog posts; anything with a photo. Create at least 5 Boards based on your personality and
your business. Verify your account verification (that red check box in
the bio). Check out Pinterest Insights to measure your results.
https://pinterest.com/business/create/
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Pinterest
What to pin?ProductsReading ListHow-To VideosScenic photosGroup Boards featuring
your customersInfographicsArticles/books to read
@JuliaCSocial @Enterprisectr #SMupdate
Micro-Video
Even writing 140 characters it just too tedious!
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Micro-Video
2/3 of the world’s data will be video by 2017
What is Vine?6 second video that loops. Strictly mobile app.What is Instagram Video?15 second video uploaded to
Instagram.Strictly mobile app.
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Vine
Vine opened its “doors” in January.In April 2013, Vine was the most downloaded
app in the Apple app store. 5 tweets per second contain a Vine link.A branded Vine is 4x more likely to be seen
than a branded video. Thought leaders on Vine: McDonalds, GE,
Red Vines, Taco Bell, Virgin Mobile Source: The 7th Chamber,
http://the7thchamber.com/blog/brands-on-vine/
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Vine
Best practices for Vine:Use hashtags so people can find you.Create How-To videosIntroduce new productsPromote brand contestsEntertain and engage customersUse Vine + TwitterBe creative
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Vine
Businesses using VineWeather Channel – Behind the Sceneshttps://vine.co/v/hqJF2DBVwXeLowe’s: How-To Videohttps://vine.co/v/bU6WWdXtEYnOpel: Showcase a Producthttps://vine.co/v/bJ2EqwTWKQg
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Instagram
Instagram has 130 million users.Since the launch of Instagram Video, there has been
a 37% increase in Instagram shares on Twitter. Instagram videos are creating two-times more
engagement than Instagram photos. Of the brands on Instagram, 62% have shared at
least one Instagram video. Used only on mobile devices – you can see and like
photos on a desktop but cannot upload or edit a photo Source: Digiday:
http://digiday.com/brands/15-stats-vine-and-instagram-video/
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Instagram
Best practices for Instagram Video & Photo:
Have a healthy balance of fun pictures and business images.
Host photo contests. #Sonylove is a good example.
Reward followers.Feature your customers! Promote events. Showcase your brand experience.
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Instagram
Businesses using Instagram Video
Music: http://instagram.com/p/eXjGUOj9rT/ Showcase your staff’s talents:
http://instagram.com/p/aye9vdyo-R/ The Instagram Gal has lots of tips and
examples: http://www.suebzimmerman.com/
@JuliaCSocial @Enterprisectr #SMupdate
MySpace
It’s back!!!
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: MySpace
Remember MySpace?It’s making a comeback,
predominantly amongst musicians and music-lovers.
Went through a total rebranding. Cool iPhone app. Users can send and receive private
messages.Can create and listen to a
personalized radio station.
@JuliaCSocial @Enterprisectr #SMupdate
Questions?
@JuliaCSocial @Enterprisectr #SMupdate
The “Old” Guard
No sign of slowing down
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Facebook
Facebook turns 10 in 2014!Over 1 billion monthly active Facebook users.Over 680 million mobile users. 700 billion minutes spent
on Facebook each month.Average time spent on
Facebook per visit:20 minutes.
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Facebook
New: Graph SearchVery different from Google Search. Your privacy choices determine
what’s searchable.Different people see different results.“My friends who like PAGE NAME.”“Favorite interests of people who like PAGE
NAME.”“Pages liked by people who like PAGE
NAME.”
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Facebook
How business can use Graph SearchIdentify their own fans.Learn about interests and hobbies of
fans.Identify interests of competitors’ fans.Identify potential business partnerships.Improve the quality of Facebook
contests.Improve advertising spend.
Resource: Social Media Examiner http://www.socialmediaexaminer.com/facebook-graph-search-marketing/
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Facebook
New: Improved Insights (Admin Panel)Easier to read demographics of your fans
My fans are 64% women and my highest demo is split between 20% 25-34 year olds and 20% 35-44 year olds.
When your fans are online feature Shows you what days and times your fans are online!
Best post types featureComparisons of your fans vs. general
Facebook audiencePost Clicks stat
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Facebook
www.jonloomer.com
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Facebook
www.jonloomer.com
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Facebook
New: Contest restrictions eased. Businesses used to have to use a third party appFor example, businesses can now:Collect entries by having users post on the Page
or comment/like a Page postCollect entries by having users message the PageUtilize likes as a voting mechanismAs before, however, businesses cannot administer
promotions on personal Timelines.Source:
https://www.facebook.com/facebookforbusiness/news/page-promotions-terms
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Twitter
Almost 600 million active Twitter users.
135K signing up every day.58 million tweets per day.Why use it?
According to Duct Tape Marketing founder John Jantsch:
“I get great insight when I ask questions;I get traffic;People on Twitter spread my thoughts to
new places.”
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Twitter
How are businesses using Twitter?Communicating with customers
(@ComcastCares, @JetBlue, @NikeSupport).Reaching influencers and celebrities.Connecting with the media.Driving traffic to websites and blogs.Use Twitter Advanced Search to find people
locally.Running contests.
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: YouTube
More than 1 billion unique users visit YouTube each month.
#2 search engine in the world.Over 6 billion hours of video are
watched each month on YouTube—that's almost an hour for every person on Earth, and 50% more than last year.
100 hours of video are uploaded to YouTube every minute.
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: YouTube
How are businesses using YouTube?YouTube Marketing – James Wedmore:
http://www.youtube.com/jameswedmoreBrand awarenessAdvertisingRetail promotion FAQs, customer supportHow To videosTrainings
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: LinkedIn
10 birthday was in May!238 million LinkedIn users.Two new users join every second.64% are outside the U.S.#1 social networking site for
professionals!2.7 million LinkedIn
business pages.43% of marketers have
found a customer here.
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: YouTube
How are businesses using LinkedIn?Don’t treat LinkedIn like just another billboard.HubSpot found that opening with a question
works better than just posting a link.LinkedIn found higher engagement on targeted
posts.According to a Wildfire survey, 83% of consumers
say reviews often or sometimes impact their purchase decisions. Recommendations count! Source:
http://marketing.linkedin.com/blog/good-company-how-best-class-marketers-use-linkedin-company-pages-grow-their-business
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: LinkedIn
Most Common Questions1. Should I have a Company page?2. What is the deal with endorsements?
Don’t ignore them. You don’t have to reciprocate.You can hide them. Only first-degree connections can endorse you.Make sure you list your skills on your profile to receive endorsements. They don’t hurt, but they are not as weighted as Recommendations and Testimonials.
@JuliaCSocial @Enterprisectr #SMupdate
Content & Curation
The future present of social.
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Content Marketing
Content is…Blog postsE-booksBooksSlideshowsVideosFacebook postsTweetsLinkedIn updates
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Content Marketing
Source: http://blog.hootsuite.com/converged-media-brito-part-1/
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Content Curation
People who “editorially collect the best content related to a specific niche.” (Forbes)
Targeted to a specific audience. Examples: Digital storytelling for nonprofits;
Social media for health care; Website best practices for retailers
Curators then enhance the content with personal opinions and expertise.
“Content curators provide a customized, vetted selection of the best and most relevant resources on a very specific topic or theme.” – Beth Kanter
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Content Curation
Compare to a museum curator: They identify a theme, provide the context, decide
which paintings to hang on the wall, how they should be annotated, and how they should be displayed. (Kanter)
A good content curator continually seeks, makes sense of and shares the best and most relevant content on a particular topic online.
@JuliaCSocial @Enterprisectr #SMupdate
What’s Hot: Content Curation
Tools for Content Curation Scoop.it – http://www.scoop.it/u/juliacampbell Storify.com – http://storify.com/jcsocial/sandberg Paper.li – Online newspaper List.ly – Social, visual lists (Top Marketing Books, Top
Crowdsourcing Sites, Must Read Tech Blogs) The Tweeted Times Pocket – Central place to pull in content from all your
devices
@JuliaCSocial @Enterprisectr #SMupdate
How is time spent on social media?
Strategy and planning Who is our audience What resonates with
them? Where are they
already?Learning
Budget time to read blog posts, attend seminars and take webinars.
@JuliaCSocial @Enterprisectr #SMupdate
How is time spent on social media?
Creating content Researching posts Formatting Getting photos Scheduling
ListeningRespondingAcknowledgementMeasurementReporting
Continuous improvement
Exploration
@JuliaCSocial @Enterprisectr #SMupdate
Tools
Buffer – www.bufferapp.comPostPlannerHootsuiteCanva PicMonkey10 Awesome Free Tools to Make
Infographics: http://www.makeuseof.com/tag/awesome-free-tools-infographics/
@JuliaCSocial @Enterprisectr #SMupdate
Takeaways…
Set a timer. Do one or two things well. Understand: There will
always be one more tweet to send, one more post to write, article to read...
Use a personal voice. Stay true to your brand.Outsource if you need it.Don’t lose sight of what’s
really important to you.
@JuliaCSocial @Enterprisectr #SMupdate
For more information, contact me!
Julia Campbell@JuliaCSocial
J Campbell Social MarketingBeverly, MA
www.jcsocialmarketing.com