Presentation re: social media basics given at the Latin American Chamber of Commerce of Charlotte

1. Social Media Basics
Brian Cockman, MPA
President
Rooster Communications
brian@roostercomm.biz
FACEBOOK:
facebook.com/RoosterComm
TWITTER:
@bcockman
@RoosterComms

2. Today’s Roadmap
I. Social media defined
II. Social media statistics
III. Social media: good for business
IV. What platform to use
V. Social media ROI & measurement
VI. Case study
VII. Questions
VIII. Set up your own LinkedIn profile

3. Social Media Defined
1. Imagine your local newspaper, radio or TV station. This is
what we call the media. These type of media are a one-
way street
2. Social media is a two-way street or conversation. There’s
a dialogue
3. Social media is about mutually beneficial relationships

4. Social Media Defined
If a picture is worth 1,000 words, then a
video is worth 10,000.
Take look at this video on how social media defines us:
SOCIAL MEDIA REVOLUTION

5. Social Media Defined
¤ “90% of consumers trust peer recommendations; only 14%
trust advertisements”
¤ Where do people go for peer recommendations: Social
Media
¤ Either you’re part of the conversation (good or bad) or
you’re not
¤ Social media isn’t a passing fad. It’s here to stay
¤ Don’t be greedy, grandstanding or grabby. Do be
genuine, generous and grateful

6. Social Media: The New Reality
¤ Univision released a video promo last year regarding
“The New American Reality” that went viral in a matter of
hours
¤ The release coincided with the U.S. Census Bureau’s report
that the U.S. Hispanic population had topped 50 Million
¤ Univision chose YouTube as its main vehicle to disseminate
the message
¤ Two-fold message: Latinos are a VERY important piece of
the U.S. social and economic landscapes; social media is a
powerful communications tool

7. SOCIAL MEDIA STATS

8. General Stats
¤ 62% of adults worldwide now
use social media
¤ Social networking is the most
popular online activity with 22%
of the time spent on channels
like Facebook and Twitter
Source: May 2012 Social Skinny

9. Latino Stats
¤ There are 32 million Hispanics online
¤ Hispanics make up 14.5% of the total U.S. online market
¤ There are 13.5 million U.S. Hispanics on Facebook
¤ There are 8.1 million U.S. Hispanics on Twitter
¤ There are more than 3 million U.S. Hispanics on LinkedIn
Source: TechCrunch

10. FB Latino Stats ~ Language

11. Twitter Latino Stats ~ Language

12. Business Stats
¤ 93% of marketers use social media channels for business
rating social tools as “important”
¤ 43% of marketers have noticed an improvement in sales
due to social campaigns
¤ 80% of US social network users prefer to connect with
brands through Facebook
¤ The most popular social networking tool for marketing is
Facebook – being used by 92%, followed by Twitter (84%),
LinkedIn (71%) and blogs (68%)
Source: May 2012 Social Skinny

13. Small Biz Stats
¤ 53% of small businesses are using
social media
¤ 88% believe exposure is the biggest
benefit
¤ 19% use Facebook, 15% LinkedIn
and 4% Twitter
¤ 12% think it’s a must; 24% do it
when they have the time; 14% say
they don’t know enough about it Source: May 2012 Social Skinny

14. GOOD FOR BUSINESS

15. Social Media: Good for Business
¤ Social proof
¤ Humanizes your brand
¤ Builds your sphere of influence
¤ Your competition is using it
¤ Your target audiences are using it
¤ Google counts social sharing when ranking

16. Social Media: Good for Business
¤ Provides great brand exposure
¤ It’s the next generation of word of mouth marketing
¤ Social networking sites have a high page rank
¤ Provides transparency
¤ Opens up conversation
¤ Aids customer service

17. What Platform Should I Use?
¤ In social media, one size does NOT fit all. Before
jumping in headfirst, you should research social
media sites, audiences, and potential ROI
¤ After research, develop a social media strategy
that is part and parcel to your marketing plan
¤ To get your feet wet, try out what you’re
comfortable with
¤ I usually start with Facebook, Twitter, LinkedIn or
Blogs when working with clients

18. FACEBOOK

19. Facebook Stats
¤ With over 500 million users, Facebook is now used by 1 in every
13 people on earth, with over 250 million of them (over 50%)
logging in every day
¤ 48% of 18-34 year olds check Facebook when they wake up,
with 28% doing so before even getting out of bed
¤ Over 200 million people access Facebook via their mobile
phone
Source: Digital Buzz Blog

20. Facebook Stats
¤ 48% of young people said they now get their news through
Facebook
¤ In just 20 minutes on Facebook over 1 million links are shared, 2
million friend requests are accepted and almost 3 million
messages are sent
¤ The 35+ demographic now represents more than 30% of
Facebook’s entire user base
Source: Digital Buzz Blog

21. Why Facebook?
¤ Attract more traffic to your site
through business page links
¤ Potential revenue generator
¤ Easier search engine optimization
¤ Increased customer loyalty
¤ Get to know your customers

22. Facebook
¤ What NOT to do with your Facebook marketing strategy:
¤ A business is NOT a person. Set up a business profile.
¤ A lengthy URL
¤ A horrible photo or image- Entrepreneur Magazine
¤ A fear of comments
¤ Desperate strategies for generating fans
¤ Too much content about YOU
¤ Robotic posts

23. Facebook
¤ What NOT to do with your Facebook marketing strategy:
¤ Too many posts
¤ Content that isn’t valuable
¤ The same type of post over and over
¤ Bad spelling or grammar
¤ Contests that break the rules
¤ Too many admins
¤ SPAM
¤ A lack of monitoring
¤ Nothing

24. Facebook
If you insist on doing these things, here’s what will happen.
Te borro del Facebook!

25. TWITTER

26. What is Twitter?
¤ Twitter is a micro-blogging service
that enables users to send and read
text-based messages of up to 140
characters known as Tweets

27. Twitter Stats
¤ There are 75 million Twitter users worldwide
¤ Collectively, they produce 140,000,000 Tweets per day
¤ 87% of people in the U.S. have heard of Twitter, only 7%
use it
¤ The average user has 27 followers
¤ U.S. Twitter users are more educated than the general
population
Source: KISSMetrics Blog

28. Twitter Stats
¤ U.S. Twitter users have higher
incomes than general population
¤ U.S. Twitter users tend to be early
adopters or “trend setters”
Source: Edson Research 2010

29. Twitter Stats
¤ 67% of U.S. Twitter users are
more likely to buy brands they
follow
¤ Companies that use Twitter
average 2X more leads per
month than those that do not
Source: Edson Research 2010

30. Twitter Stats

31. Why Twitter?
¤ Gives you access to people you
normally would not have access to A Twitter handle uses the “@”
symbol followed by your name or
business name; it’s like your call
¤ Great way to position yourself as a sign and is way for people to
contact you or tag you on Twitter.
thought leader in your industry
¤ Allows you to see what people are
saying about your brand; customer
complaints
¤ Client publicity and support
¤ New clients and client referrals

32. LINKEDIN

33. What is LinkedIn?
¤ LinkedIn is the world’s largest professional network with
over 175 million members in over 200 countries
¤ It connects you to business contacts and helps you
exchange knowledge, ideas, and opportunities with a
broader network of professionals
LinkedIn Defined

34. LinkedIn Stats
¤ 50% of Fortune 100 companies
hire through LinkedIn
¤ 1 professional joins LinkedIn every
second
¤ 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

35. LinkedIn Stats
¤ LinkedIn counts executives from all 2011
Fortune 500 companies as members
¤ More than 2 million companies have
LinkedIn Company Pages
¤ LinkedIn represents a valuable
demographic for marketers with an
affluent & influential membership

36. Why LinkedIn?
¤ Grow your network and do market research
¤ Do market research
¤ Find new hires
¤ Check in on your competitors
¤ Spot industry trends
¤ Build your on online reviews
¤ Control your online image with a 100% complete LinkedIn profile

37. LinkedIn (A personal story)
¤ In 2008 when the economy tanked, the agency where I
was working was making major layoffs
¤ I wanted to move to Miami and work for a large PR
agency so I searched LinkedIn – Burson-Marsteller Miami
¤ None of my LinkedIn connections worked for large
agencies in Miami, but I did find a New York City BM
employee who had graduated from my alma mater UNC
Chapel Hill

38. BLOGS

39. Blogs
¤ Add personality to your website
¤ Boost industry perception
¤ Educate through your market knowledge
¤ Create an emotional investment in your company
¤ Build brand awareness
¤ Can be integrated with other social media platforms

40. Free Blog Platforms

41. Blogs
Develop a blog editorial calendar and map out entire year; update
blog at least two to three times a week initially

42. Blogs
Use pictures and videos to make your blog more appealing.

43. ROI & MEASUREMENT

44. Social Media ROI
¤ Social media isn’t an
afterthought. It should be tied
back to your business and
marketing plans
¤ Social business is a journey and
not a project

45. Social Media Measurement
¤ QUALITATIVE
¤ Online conversations (are we a part of the foot print)
¤ Comparisons against competition
¤ Moving from a monologue to a dialogue
¤ Relationship building
¤ Quality vs. Quantity

46. Social Media Measurement
¤ QUANTITATIVE
¤ Page metrics / Google analytics
¤ Website / blog traffic
¤ Sales activity
¤ SEO ranking
¤ Newsletter subscribers / open rates

47. Social Media Measurement
¤ Create a before and after baseline of where you want to
be (a roadmap)
¤ Chart growth in sales over six months; over a year
¤ Tie growth to social media posts / online promos
¤ Set achievement milestones (number of LIKES or RTs in a
month or each quarter)

48. CASE STUDY

49. Challenge
¤ Increase LIKES and people
talking about Rooster
Communications on
Facebook
¤ Drive brand awareness of the
company as a North Carolina
PR firm with a global focus
¤ Create something fun that
people would remember to
commemorate my two-year
business anniversary

50. Solution
¤ Create a sweepstakes to reward people for LIKING Rooster
Communications
¤ Call the sweepstakes Fly the Coop to tie back to company
name and use of rooster in logo
¤ Have people submit a photo holding my logo in front of a
landmark where they live
¤ Give a $200 airline gift card to person with most number of
photo LIKES, which also ties back to the “Fly the Coop” name

51. Results
¤ Increased LIKES from 486 to nearly
600 in one month
¤ At the height of the campaign,
nearly 5,000 people were talking
about Rooster Communications
(this helps with SEO)
¤ One new client brought on board
because he said sweepstakes was
creative and he wanted to do
something similar with his business

52. How did I do it?
¤ Solicited the help of friends three
months in advance of campaign
to have a bank of at least one
picture to post for duration of 30
day sweepstakes
¤ Created a Fly the Coop
sweepstakes album on Facebook
to house the pictures
¤ Created a main image graphic
explaining the rules of the
sweepstakes and posted as my
business page main image

53. How did I do it?
¤ Announced sweepstakes on my
personal blog to get around
Facebook rules so I didn’t have to
pay a third party vendor
¤ Posted one image per day to
Facebook and Twitter; tagged
people accordingly so it showed
up on their page and in their
news feed
¤ Made weekly announcement of
who was in the lead

54. How did I do it?
¤ Fly the Coop entries represented
more than 9 countries and 30
different cities across the world
including Tahiti, England,
Croatia, Ecuador, Korea and
Colombia

56. CONCLUSION

57. Budget Your Social Media Time
¤ Anything you do without
purpose can be a waste of
time. Social media is no
different
¤ Social media can be a time
suck if you don’t have plan
¤ Commit to “X” amount of
time each day to develop
and cultivate your social
media presence

58. Questions
Brian Cockman
brian@roostercomm.biz
FACEBOOK:
facebook.com/RoosterComm
TWITTER:
@bcockman COPY OF PRESENTATION
@RoosterComms
http://bit.ly/LACC-SM
LINKEDIN
www.linkedin.com/in/briancockman