cdl october 12 2012
TRANSCRIPT
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CDL: Social Media 101
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Facebook: Social Networking Site that allows for open communication between people and brands.
800+ Million Active Users
46% of Facebook users are 25-44 years old81% of Facebook users have some level of higher education
Twitter: A Social Networking and Microblogging site that allows for open, public communication in 140 characters or less.
Over 200 Million Users
57% of Twitter users are 25-44 years old37% of Twitter users have a Bachelors Degree, at least
YouTube: A video sharing website, owned by Google. The second largest search engine on the web.
Over 3 Billion Videos Viewed Daily
Average age of YouTube is 27 with 20% being 35+78% of YouTube users have some level of higher education
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LinkedIn: A Social Networking site for business professionals.
More than 120 Million Members
Average age of LinkedIn is 25-54LinkedIn is used by 69 of the Fortune 100 Companies
Foursquare: A Geo-location social network that allows users to “check-in” to various locations
Over 300,000,000 Check-ins last year
Average age of Flickr is 25-44Over 10 Million Users World-wide
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First Things First
How to Develop your Social Media Strategy
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What are your Goals?
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What are your Goals?• Specific • Measurable• Realistic
I want to increase traffic to my website by 10%
We want a monthly average of 70 interactions on Facebook
I want 20 new Followers on Twitter every Month
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Who is your Audience?• Age, Race, Gender• How do they talk to you• How do they talk to each other• What is the best way to reach them
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What (and who) are your Resources?• In-house vs. Outsourced• Team Size• Available Time• Accountability
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What Channels Will Work Best For Me?
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The Four “C’s” of Social Media
No matter what platforms you choose, these four things will keep your strategy moving in the right
direction
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CustomizationConsistencyCommunityContent
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We know the digital era requires more content, not less. And it requires content edited and packaged in ways that help user access and allow for advertising placement.
– Tom Curley, CEO of The Associated Press
Content
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What to Post
• News About Your Business • Blog Posts and Press Releases• Upcoming Events• Promotions• Photos• Information About Your Business• Quotes• …Just About Anything!
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“Be yourself. Above all, let who you are, what you are, what you believe, shine through every sentence you write, every piece you finish.”
- John Jakes, author
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Consistency
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Create a Schedule(and stick to it!)
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Customization
You forgot the first rule of mass media, Elliot! GIVE THE PEOPLE WHAT THEY WANT!
- James Bond, Tomorrow Never
Dies
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com·mu·ni·ty /kəˈmyunɪti/ noun, plural -ties.
a social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists
Community
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Anyone you interact
with, even if only one time, is a
part of your community
http://www.coolinfographics.com/blog/2010/10/14/map-of-online-communities-2.html
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What Else Should I Do?
Good Question!
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It’s Ok to Eavesdrop!
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Google Alerts
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www.search.twitter.com“search term” near:zipcode
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Topsy
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Let’s Talk Specifics
FacebookTwitter
YouTubeLinkedIn
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The ‘book
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Facebook tops Google for weekly traffic in the US.
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Using Facebook as a BrandEngaging on Facebook as a Page
Customizing Your PageGrowing your Community through Targeted Ads
Measuring Success with Insights
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Being Your Brand on Facebook
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Engage With Things You Like
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Share Your Favorite Content
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Customize Your Page
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Page Settings
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Cross Promote Your Partners
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Customized Tab
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Reach Your Audience Through Ads
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Facebook Ads
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For Example…
In Louisiana, 24+, who like:- Teaching: 2,600- Teach for America: 720
In Louisiana, 24+, who are:- College Graduates: 423,760- Teachers: 13,920- Substitute Teachers: 720
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Measuring Success with Insights
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There are more people on Twitter than the population of Sweden, Israel, Switzerland or Norway
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Using Twitter as a BrandSpeaking the Language
Why Twitter MattersUsing Twitter Lists
Measuring Success on Twitter
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Cocktail Party Rules of Engagement
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Cocktail Party Rules of Engagement
– Don’t talk all about yourself
– Find the people who interest you
– Try to add value to the conversation
– Follow up with your new friends
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Speaking the language
RT @fscnola hosting a #socialmedia101 training session this morning!
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Twitter Translator
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Replies
@ denotes a tweet sent to another Twitter user.
@TiffanyStarnes see you in the park tonight!
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Retweet
Retweets are similar to forwarding a message in e-mail. They help grow communities and makes people feel good.
RT @andyknola: Help raise money for Tsunami Relief: http://bit.ly/awsjah0
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Direct Message
DM is a private message that you can only send to those who follow you.
D Adeletiblier Here’s my e-mail address [email protected]
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Hashtag
# makes a term into a keyword that is searchable, also used to imply sarcasm or humor
@tiffanystarnes is speaking in tongues at #socialsummit
@nolamaven @AmieSaint @glamourstar this makes me weep for America. #mariahcareybabynames
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Why Twitter Matters
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Twitter Can be Used For…
• PR• Crisis Communication• Customer Feedback• Achieving Goals• Customer Relations• Recruitment • Sales• Driving Traffic
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Using Twitter Lists
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www.Listorious.com
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Why Use Lists?
• Curate other “official” business or company Twitter handles
• Curate any resources relevant to your business or industry
• Curate team members or employees• Curate industry influencers
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Manage(on your computer)
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Manage(on the go)
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Beauty in Brevity
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Measuring Success on Twitter
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Success = ____________?
“A leader has to be positive about all things that happen to his team. Look at nothing in the past as failure.”
- Coach Mike Krzyzewski
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Bit.ly
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Who.Unfollowed.Me
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TweetStats
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Measuring Success on TwitterReTweetist- Allows you to discover trends, popular topics and popular people by tracking Retweets (RTs) across Twitter. http://retweetist.com/
Twitalyzer- Twitter's most popular measurement solution for business and personal users, focusing on influence, impact and engagement. http://www.twitalyzer.com
BackTweets- Get a comprehensive understanding of how your content is shared on Twitter, including tweet graphs, reach & impressions stats, influencer lists and more! http://backtweets.com/
TwitterCounter – Allows you to review your friends and follower growth by week, month or 3-month intervals. You can also compare your growth to competitors. http://twittercounter.com
OneForty – All of the latest and greatest online and social media tools. http://oneforty.com/category/Analytics
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YouTube
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There are more than 3 billion views of YouTube videos everyday
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Using YouTube as a BrandPopular Content
Customizing Your ChannelAdding Other Videos
Measuring Success with Insights
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Popular Content
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How-To Videos
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Behind The Scenes
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Professional Videos
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Keep it Short.
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Customize Your Channel
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Make Your YouTube Channel all About You!
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Tag Videos & Create Playlists
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Search Optimization
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Adding Other Videos
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Find Other Channels Like Yours
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And…Comment!
(with keywords!)
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And…Subscribe!
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How Do I Know if it’s Working?
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YouTube Insights
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Who Do You Know?
Who Do THEY Know?
Who Are You Trying to Reach?
How Do You Expand Your Network?
How Do You Set Yourself Apart?
What is Linked In?
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Using LinkedIn as a ProfessionalYour Profile
Getting Connected Own YOUR Brand
Your Company Page
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Your Profile
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First, Let’s Talk About ME.COMPLETE your Profile…- Add Your Picture- Include ALL job history- Ask For and Make Recommendations- Optimize EVERYTHING
- Job Titles- Updates- Summary
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Getting Connected
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Who Do You Know?
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- Always personalize requests!
- Include an introduction and why you would like to connect
- Forward your profile to people you don’t know but would like to meet and WHY you are contacting them….BE HONEST
Who Do They Know?
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Expand Your NetworkJoin Groups & Organizations– Some are open and others require invitation– Seek Professional Organizations – Seek with Potential Customers
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Updates Keep you Updated
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Owning YOUR Brand
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Position Yourself as a ProQuestions and Answers- Search open questions - Offer your expert opinion- Don’t know the answer, share it with someone who might
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Get RecommendationsRecommendations- Give to receive…. recommend former coworkers, employers and employees- Ask them to reciprocate- Not so glowing, you can hide it
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Your Company Page
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Companies can have a Presence, Too!
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Brand Overview, Recruitment and Services
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Linking it all Together
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Share Whatchya Got
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Print Materials
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Email Signature
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Website (above the fold!)
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TV Ads
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Media Buys
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Anywhere Relevant
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Andy Kutcher
E-mail: [email protected]
LinkedIn: www.linkedin.com/in/andykutcher
Twitter: www.twitter.com/andyknola
Facebook: www.facebook.com/andy.kutcher
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