understanding the social media mindset
TRANSCRIPT
#Davenport
UNDERSTANDING THE
SOCIAL MEDIA MINDSET
Presented by Debra Askanase
Digital Engagement Strategist
March 2,
2014
Social media overview
Social media demographics: Who What Why
What does this mean for us?
Actionable items to take back to the office
Q & A
TODAY’S CONVERSATION
SOCIAL MEDIA:
THE BIG PICTURE
Your website isn’t just your
URL
It’s your entire
social web
BlogLocation-
based apps
Social networks
Video/Photo
Website
“…highly interactive platforms
through which individuals and
communities share, co-create,
discuss, and modify user-generated
content.”
-Wikipedia, social media definition
http://www.flickr.com/photos/49601347@N00/934211103/
So
cia
l M
ed
ia EngageC
rea
te Trust
Mo
ve t
o
Action
FOCUS ON THE SOCIAL MEDIA FUNNEL
KNOW WHAT YOUR CUSTOMERS
CARE ABOUT DEEPLY
SOCIAL MEDIA
DEMOGRAPHICS:
WHO WHAT WHY
FACEBOOK, PINTEREST (TWITTER)
REFER THE MOST TRAFFIC
https://blog.shareaholic.com/social-media-traffic-trends-04-2014/
http://communityorganizer20.com/2014/07/01/informing-ourselves-the-2014-social-media-marketing-report/
WHAT DO WE DO ONLINE?
46% of adult internet users post original
photos or videos online that they themselves
have created. We call them creators.
http://www.pewinternet.org/2012/09/13/photos-and-videos-as-social-currency-online/
41% of adult internet users take photos or
videos that they have found online and
repost them on sites designed for sharing
images with many people. We call them
curators.
SOCIAL MEDIA CHAMPIONS ARE YOUR
SECRET WEAPON
https://www.flickr.com/photos/51035555243@N01/6954844640/
Know the conversation
Create value
WHAT DOES THIS MEAN
FOR US?
KNOW YOUR CONVERSATION
WHAT’S YOUR CONVERSATION?
CREATE VALUE:
WHAT VALUE WILL YOU OFFER?
It’s about offering value,
not selling
Share stories
Drive web traffic
Search, listen, respond
3 THINGS YOU PUT
INTO ACTION
NOW
I. SHARE YOUR STORIES,
CREATE CONNECTIONS
*Personal stories and gossip make up 65% of our
daily conversations
http://www.scientificamerican.com/article.cfm?id=the-secrets-of-storytelling
ALL DAY LONG, WE TELL STORIES
We remember stories because we
empathetically experience them
http://lifehacker.com/5965703/the-science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains
OUR BRAINS PROCESS STORIES
DIFFERENTLY
Decoding Experiencing
Read numbers,
lists, text
Read/hear
stories
http://lifehacker.com/5965703/the-science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains
PEOPLE STORIES
SHARE ACTIVITIES IN STORY FORM
STORIES ABOUT THINGS
http://sfballet.tumblr.com/
BACKSTORIES
GIRLS WEEKEND: TURN IT INTO A
FEATURED STORY
II. DRIVE WEB TRAFFIC
Stories
Interviews
Photos
Video
Articles/links
Infosnaps (text over images)
Infographics
…your imagination is the limit!
WHAT CONTENT INFORMS YOUR
CONVERSATION?
REFERRING TRAFFIC, CREATIVELY
BRAND CONVERSATION + TRAFFIC TO
THE WEBSITE
INFOSNAPS ARE EASY!
OFFERS AND SPECIALS
III. LISTEN, LEARN, AND
INVITE THEM IN
INVITE CUSTOMERS INTO YOUR
SOCIAL STREAM
10 TIPS FOR SUCCEEDING WITH SOCIAL
1. Content matters. Fresh and valuable content matters
most
2. Know where your audience is, and prioritize
3. If you’re not conversing, you’re not using social media
properly
4. Understand why your stakeholder wants to talk with you
5. Understand the cultures of your social media channels
6. Sharing is everything. Share 110% of the time
7. It’s not about you, it’s about your network
8. Listen. Not just once but constantly
9. Participate and be yourself
10. Practice abundance thinking >> include, share, amplify
Email: [email protected]
Work email: [email protected]
Website: communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linkedin.com/in/debraaskanase
Twitter: @askdebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977
I’M ALWAYS HAPPY TO ANSWER
FOLLOW-UP QUESTIONS!