sm 101

Social Media 101

Suzanne Kart, CeP, M.A.

Associate Vice President, LERN

#lern13 @suzannekart @klynchmorin

What we can and can’t cover today

• We going to discuss where to start, what platforms you should, and what kind of information you should share on each platform.

• We won’t have time to go into how to sign up for accounts, how to post, etc.


If you need help with how to sign up for social media accounts, etc…

• All the platforms have tutorials and how-to guides

• Try Google

• Try YouTube


One more thing to remember… • Most social media sites follow the same

format to register


Lessons from Babcia

1. Never deny a hungry person food.

2. Always rinse the meat you get from the butcher

3. Do the best you can with the technology you have


Channel 2


How this applies to social media

• So maybe only Facebook makes sense to you right now. Do that.

• Don’t try to do too much if you’re not ready.

• But don’t not do anything, because you’re overwhelmed.


The goal of social media

• Engage our key constituents in a two-way conversation.

• Make them feel connected to our organizations so they want to continued the relationship.


It also helps with Search Engine Optimization (SEO)

• People online are confused. If they have a question that we have the answer to, we want them to find us.

• All search engines use social media signals (how current your content is, the frequency to which you get linked to) in their ranking processes

• 78% of Internet users do product research online*

• 89% of Americans search the Internet before making a purchase*

• When they search for eMarketing for lifelong learning, I want them to find LERN.


* Inbound 2012, Gary Vaynerchuck

And they do find LERN


The first rule of social media marketing

• It’s the same as the first rule of marketing – know your audience.

• Therefore, all the platforms I discuss today may not be appropriate for your program, depending on who is your audience.


What platforms should we focus on?

• Top 3 most used social media sites are Facebook, Twitter, and Pinterest*

• The sheer number of people who interact with these sites make them a marketing force that cannot be ignored.

• Two other networks that are a must are LinkedIn and YouTube.


*Direct Marketing News, April 6, 2012

Facebook

• Overwhelmingly the most visited site.

• Even my dad is on Facebook – and he’s 73


In fact my 85-year-old father in-law is on Facebook

Except he calls it “The Facemail”


Two ways to post to Facebook

• As an individual account

– People agree to be your “friend” and you share information back and forth

• As a fan page

– You set up a page for your organization that people can “like.”

– Those people will then receive updates from your fan page when you post there, but you will not see their information like a friend would.


For an organization, a fan page is best


How to get people to “like” you

• Offer relevant content often

– Links

– Pictures

– Videos

– Information that is fun and interesting so that when someone one comes to your page they know you’re offering great content.


Some fun things we shared this year to promote the conference

• Memes!

– Those funny pictures we all love to “share” on Facebook and other social media sites.


Other ways to get people to “like” you

• Put a “like” button on your website • Ask questions • Use polls • Publish in the early morning (stories published in the early

morning or just before bed have higher engagement) • Let fans post to your page • Comment on your fans post (even something as simple as

“Thanks for sharing” tells fans your paying attention to them.)

• Create a contest • Offer exclusive discounts


Twitter

• Twitter is a form of micro blogging. People – or programs – sign up and are able to follow the posts of other users.

• Users post updates that are 140 characters (Which comes to about 2-3 sentences).


Twitter is a broadcast medium with a reply function

• People can use Twitter just to update friends about their day – or Twitter can be used to send business, political or other information to people who want to hear from you.

• You can’t just push your sales message, because your followers will stop following you. You can tweet sales messages, as long as you tweet other information, too – information that’s of interest to your followers.


Here are some ideas for using Twitter:

• Articles

• Retweets

• Announcements

• Information about people involved in your program

• Tweets about new blog posts


Pinterest

• The hottest new social networking site is Pinterest.

• It made big news earlier this year when it increased its unique visitors by 155% in just one month, from December 2011 to January 2012.


What exactly is Pinterest?

• Pinterest is a new form of social networking, too. It allows users to “pin” images or video to boards that they set up.

• The boards have a common theme.

• It also allows users to comment on other user’s pins and repost them.


Who’s on Pinterest?

• Users are Pinterest are predominantly female (68%) and the majority are age 54 and younger (89%).

• The growth of Pinterest means that it’s going to be a powerful force for marketers – if it’s used correctly.


Here are some tips for getting started on the right track:

• Use strong visual content. Whatever you are

trying to promote needs to be linked through an engaging visual that others will want to re-pin and share with their connections.


Infographics and charts get results.

• We’re seeing more and more social media users share infographics in lieu of just data. Pinterest is the perfect place to get out the visual interpretations of your data.


Promote your catalog

• Promote your catalog by sharing a screenshot of the cover. Reusing the visual not only creates a consistent message, it also reinforces in the mind of your customers the images associated with your program.


Promote your blog posts

• Promote your blog posts. Every blog post you create should have an eye-popping visual to accompany it. You can post that visual to Pinterest and it links back to your blog.


Put a “Pin-it” button on your website

• Put a “Pin-It” button on your website. Most websites already have buttons for social media sites like Facebook, Twitter, and LinkedIn – and now is the time to add one for Pinterest.


LinkedIn

• LinkedIn is a business-oriented social networking site that is used by millions of professionals.

• It’s not only a place to post a job or a resume, but also to start discussions, join groups of people who are interested in a specific topic, and share information.


Other ways you can use LinkedIn

• To promote your blog.

• To stream your Twitter feed.

• Update the status of your recent work.

• Research prospects – or even potential employees.

• Share articles with your connections.


Here’s what a LinkedIn news feed looks like


Here’s a group in LinkedIn


YouTube

• More than 75% of American adults watch videos on YouTube. According to the YouTube website, their traffic is as follows: – Over 800 million unique users visit YouTube each month – Over 3 billion hours of video are watched each month on

YouTube – 72 hours of video are uploaded to YouTube every minute – 70% of YouTube traffic comes from outside the US – YouTube is localized in 43 countries and across 60

languages – In 2011, YouTube had more than 1 trillion views or around

140 views for every person on Earth


A credible search engine

• YouTube is now also a credible search engine where people are both searching for and uploading content.

• As a marketing tool, it’s a great format to highlight case studies as well as showing your audience the kind of products and services you’re offering.


Content

• There are many types of content that can be shared on YouTube including:

– Webinars

– Invitations to events (think movie trailers for your event)

– Clips of your presenters and instructors



http://www.youtube.com/watch?v=zdvYrpMfYaQ

It’s also where the kids are …

• Meet Isabela Kart

• She prefers YouTube to TV

• She has taught herself video production first by watching YouTube tutorials, then by uploading her own videos to her own YouTube channel.


Here’s Isabela’s YouTube channel


The marketing implications of Isabela’s YouTube usage

• People born into the information age use the Internet to seek out information, to figure out how to do things, and to interact.

• Isabela may be 11, but in 10 years she’ll be 21. She’s already a lifelong learner, so if she’s not in your target audience now (i.e. Kids College), she will be in 10 years.

• And she’s very typical for a girl her age.


One more thing to learn from Isabela

• As adults, we often fear sharing content because we grew up in a world where:

– Using other people’s content was called plagiarizing.

– We could be accused of cheating on term papers for simply not citing a reference correctly.

– There was no Internet for us to publish our own work on.


One of the most frequent questions I get on social media is will I get in

trouble for sharing content online.

• I’m going to allow Isabela to answer this one


The lessons we learn from Isabela

• Credit the creator of the content

• Link to the original source when you can

• Maroon 5 is the best band ever.


I also noticed there was a family resemblance


Look at those cheeks!

Questions?


Thank you!

• Suzanne Kart

• [email protected]

• Connect with via social media at suzannekart.com


mailto:[email protected]

sm 101

Technology

social media accounts

social media signals

goal of social media

twitter twitter

used social media sites

rule of social media

fan page

reply function people