Social Media for Marketers

Wendy FeltonSocial Media ManagerLubin School of Business

Let's start with the basics.

● What is social media?

● What do you use social media for?

● What brands do you follow on social media, and why?

● What's unique about social media as a communications tool?

Social media explained.

Why does social media matter?

Let's do the math.

About 75% of adults worldwide are online.

In the U.S. on any given day, 66% of adult internet users visit a social media site.

● 12% of online adults say they use Pinterest● 12% use Instagram● 5% use Tumblr● 66% use Facebook● 20% use LinkedIn● 16% use Twitter

Add two more factors.

Reputation + Trust

What does that add up to?

● One billion monthly active users as of October 2012● 584 million daily active users on average in September 2012● 604 million monthly active users who used Facebook mobile as of

September 30, 2012

● Over 100 million active users, 50% of whom sign in daily● Over 250 million tweets are posted daily● Significantly more female Twitter users than male● Statistics show that Twitter can be as addictive as smoking

Keep adding.

● More than 187 million members in over 200 countries and territories● 63% of LinkedIn members are located outside of the United States● 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

● Over 800 million unique users visit YouTube each month● Second most-popular search engine behind Google● More than a million advertisers using Google ad platforms● 500 years of YouTube video are watched every day on Facebook, and

over 700 YouTube videos are shared on Twitter each minute● Clicks on the like and dislike button have doubled since 2011, with 10

times as many likes

But what's the ROI?

Numbers aren't the whole story.

"There are three kinds of lies: lies, damned lies, and statistics."—Mark Twain

Be organic.

Have a vision.

Eyewear company Warby Parker sends customers several pairs of frames to try on risk-free, then encourages them to post photos to their Facebook page. Voilà! A fully integrated, never-ending stream of user-generated content—and easily quantifiable interaction statistics.

Use these tools, too.

SentimentTools like SocialMention or TweetFeel will help you sort whether mentions of your brand are positive or negative. Services like Vitrue can tell you where and how your brand is being talked about.

Influence ScoresKlout uses a proprietary algorithm to score your social media interactions across multiple networks.

Let's look at some case studies.

Factors to consider:

1. What are the unique risks of social media?

2. What are the unique benefits of social media?

3. What does social media reveal about a company that traditional forms of marketing would not?

4. Is social media sufficiently integrated with the company's overall structure and strategy?

KitchenAid USA

During the first presidential debate in October, appliance brand KitchenAid USA weighed in on Twitter.

KitchenAid USA

When President Obama mentioned his grandmother, KitchenAid responded.

KitchenAid USA

The company quickly deleted the tweet and apologized.

KitchenAid USA

KitchenAid USA

KitchenAid took dramatic action to reclaim their brand name—and it worked. Because they acted so swiftly, most stories about the errant tweet included both the apology and a statement from their rep.

Netflix

Last fall, Netflix decided to spin off its home DVD delivery business into a separate company.

Netflix

Surprise! Netflix didn't own the Qwikster handle on Twitter. This guy did.

Netflix

A massive uproar spread quickly across social media, and Netflix eventually backtracked.

RIP, Qwikster.

#nbcfail

NBC's tape-delayed coverage of the 2012 Summer Olympics was a hot topic on social media.

#nbcfailThe Opening Ceremonies were hugely social.

140K public Facebook comments + 4.86 million Twitter comments =

More social than the 2012 Super Bowl, the 2012 Grammys,

the 2012 Oscars, the 2012 Golden Globes,

and all seven games of the 2011 World Series combined.

#nbcfail

#nbcfail

On the day of the Opening Ceremonies, there were 212 #nbcfail tweets.

Two days later, there were 20,000.

#nbcfail

#nbcfail

Vivian Schiller, Chief Digital Officer for NBC News and MSNBC, weighed in.

#nbcfail

So were NBC's ratings affected?

#nbcfail

NBC stuck to its strategy—and it paid off. Viewers had few alternatives, so the network didn't need to shift its plans.

#nbcfail

But the internet never forgets.

What are our takeaways?

Be transparent.

Communicate clearly and regularly about outcomes—and about processes.

Be nimble.

Have a Plan B in place, and know when to cut your losses.

Keep your eye on the ball.

Sometimes you have to stand by your strategy, even in the face of a backlash.

Listen up!

Customers will tell you what they want. Pay attention.

What's next?

"Roads? Where we're going, we don't need roads."—Doc Brown in Back to the Future

Content is king.

All companies are media companies now. Compelling content builds brand engagement and loyalty.

Share and share alike.

Social sharing should align with business models and marketing plans—it will play an increasingly key role in determining a company's success.

Win, lose, or draw.

Gamification turns everyday activities into contests with multiple marketing opportunities for companies.

Food for thought.

The bottom line.

Questions?

Thanks!

Wendy Feltonwfelton@pace.edulinkedin.com/in/wendyfeltonslideshare.net/LubinSchoolofBusiness

@lubinbschool

/lubinschool