Here are the slides from my presentation and seminar at the Enterprise Center at Salem State University, titled Social Media Update: What's Hot and What's Not.
Exploring the Future Potential of AI-Enabled Smartphone Processors
Social Media Update: What's Hot and What's Not - October 2013
1. Social Media Update:
What’s Hot… And What’s Not
JULIA CLAIRE CAMPBELL
FOUNDER, J CAMPBELL SOCIAL MARKETING
@JULIACSOCIAL
THE ENTERPRISE CENTER
AT SALEM STATE UNIVERSITY
OCTOBER 22, 2013
@JuliaCSocial @Enterprisectr #SMupdate
2. About Me
J Campbell Social Marketing is a boutique digital
marketing firm based in Beverly, MA.
Using online tools such as social media, blogs and
email marketing, I help nonprofits tell their stories
and connect with their supporters.
I offer solutions to your social media problems –
through training, support and consulting services.
Learn more at www.jcsocialmarketing.com
@JuliaCSocial @Enterprisectr #SMupdate
3. Before We Begin…
Social media tools are always
changing.
“Getting on social media” is
not a marketing strategy.
Using social media will not
compensate for a bad product
or service.
Nothing is “free”.
Less is more.
There are one size fits all
answers.
@JuliaCSocial @Enterprisectr #SMupdate
4. Social & Mobile are HOT
72% of online adults use social
networking sites.
27% of online time is now
spent on social networking.
6 out of 10 internet users ages
50-64 are on social networks.
43% of those 65 and older are
using social networks!
@JuliaCSocial @Enterprisectr #SMupdate
Source: Pew Internet August 2013 http://pewinternet.org/Reports/2013/social-networking-sites.aspx
5. Social & Mobile are HOT
57% of American adults
use their cell phone to go
online. (Pew Internet)
Mobile usage will surpass
desktop usage in 2014.
(ComScore)
Constant Contact found
that 43% of all emails are
being opened on a mobile
device.
@JuliaCSocial @Enterprisectr #SMupdate
6. Trends - 2014
Investment in social media is not a luxury.
It is simply a marketing necessity.
Benefits include:
SEARCH!
Company branding
Improved brand awareness & affinity
Word-of-mouth marketing
Increased trust
Increased loyalty
Increased influence
@JuliaCSocial @Enterprisectr #SMupdate
7. Trends - 2014
Businesses are becoming more strategic and
intentional in their approach. They are:
Hiring outside help or a full/part time person.
Getting adequate training.
Investing in measuring tools (SimplyMeasured,
Sprout Social, Salesforce).
Becoming more discerning and savvy.
Adopting a less-is-more philosophy.
@JuliaCSocial @Enterprisectr #SMupdate
8. Trends - 2014
Breaking down silos.
One person simply cannot do it all.
I suggest forming Social Media Committees or Social
Media Street Teams.
@JuliaCSocial @Enterprisectr #SMupdate
9. Trends - 2014
Visual-centric channels are (still) exploding.
On Facebook, videos are shared 12X more than links and
text posts combined. Photos are liked 2X more than text
updates.
On YouTube, 100 million users are taking a social action
on videos every week.
Pinterest is referring more web traffic than Twitter,
StumbleUpon, LinkedIn, and Google+.
36% of all shared links on Twitter are photos.
Photo sharing is the most popular activity on Google+.
@JuliaCSocial @Enterprisectr #SMupdate
Reference: M Booth, Simply Measured, WishPond:
http://jcsocialmarketing.com/2013/05/pinterest-instagram-and-creatinga-visual-online-brand/
10. Trends - 2014
Businesses are investing in
graphics and visuals.
Infographics
Great photos
Compelling visuals
Facebook Cover photo, Twitter
background and header, Google+
header, YouTube channel, LinkedIn
Company Page Cover photo, etc.
We are all multi-media companies.
@JuliaCSocial @Enterprisectr #SMupdate
11. Not just for
tech nerds!
Google+
@JuliaCSocial @Enterprisectr #SMupdate
12. What’s Hot: Google+
Google+ is growing in
importance.
You are signed up if you have
a Gmail account.
Highest number of monthly
users (343 million).
It remains the second most
actively used social network.
All businesses need to
establish a Google+ page.
@JuliaCSocial @Enterprisectr #SMupdate
Reference: GlobalWebIndex: https://www.globalwebindex.net/signup/
ZDNET: http://www.zdnet.com/google-moves-up-to-second-place-in-social-networks-
/
7000010372
13. What’s Hot: Google+
Getting started on Google+:
Complete your profile – use keywords
in your tagline and introduction
Upload a great cover image.
Use your Circles strategically to send
out targeted posts.
Join Communities.
Longer, almost blog-like posts get the
most interaction.
+1 items, share items, comment.
@JuliaCSocial @Enterprisectr #SMupdate
14. What’s Hot: Google+
Getting started on Google+:
https://plus.google.com/u/0/b/11440653181
5335530731/114406531815335530731/posts
@JuliaCSocial @Enterprisectr #SMupdate
15. What’s Hot: Google+
Claiming Google Authorship is paramount.
“Google Authorship” was created with the goal of
allowing writers to claim their content.
Allows searchers to find more content written by an
individual author.
Claim your Google+ profile then go through the
“Contributor to” Set-up and list all the websites you
publish on.
Complete guide is here:
http://searchengineland.com/the-definitive-guide-togoogle-authorship-markup-123218
@JuliaCSocial @Enterprisectr #SMupdate
17. What’s Hot: SlideShare
SlideShare is the world’s largest
community for sharing
presentations.
60 million monthly visitors.
130 million pageviews.
In the World’s Top 10 tools for
education and elearning.
LinkedIn bought the company last
May.
Supports documents, PDFs, videos
and webinars.
@JuliaCSocial @Enterprisectr #SMupdate
19. Slideshare
Ideas for using Slideshare:
Upload your presentations – can be private or public,
syncs with LinkedIn.
Download presentations.
Embed presentations in your blog or website.
Share on Twitter, LinkedIn, and Facebook.
You can sync mp3 audio with your slides to create a
webinar.
You can embed videos inside presentations.
@JuliaCSocial @Enterprisectr #SMupdate
20. Not just for
moms and
teachers!
Pinterest
@JuliaCSocial @Enterprisectr #SMupdate
21. What’s Hot: Pinterest
Pinterest has almost caught up with Twitter – 15% of
adult U.S. Internet users (16% on Twitter).
Pinterest has 25 million monthly unique visitors.
Pinterest posts last longer – Pinterest pins have a
half life of over one week. (Tweet is 5-25 minutes; 80
minutes for Facebook).
Pinterest is aspirational, not of-the-moment.
All statistics from the Pew Internet & American Life Project
(PewInternet.org)
@JuliaCSocial @Enterprisectr #SMupdate
22. What’s Hot: Pinterest
Why businesses should pay attention:
Sephora’s Pinterest followers spend 15X more than
Facebook Fans.
Pinterest users spend almost $170 in a shopping
session.
Pins that include prices receive 36% more likes.
BlogHer found that 84% of U.S. online consumers
trust information and advice from Pinterest.
@JuliaCSocial @Enterprisectr #SMupdate
23. What’s Hot: Pinterest
What’s new:
Expanded look for pinned articles – pinners pin
more than 5 million articles every day!
Pinterest encourages users to create “Reading List”
boards.
The “Tasteful” move into
monetization.
Inclusion in Bing image
search.
@JuliaCSocial @Enterprisectr #SMupdate
26. What’s Hot: Pinterest
Create a Pinterest Brand Page.
You can convert a personal account to a business one.
You can push pins out to Facebook and Twitter.
Get “Pin It” buttons put on every item you sell online and
all blog posts; anything with a photo.
Create at least 5 Boards based on your personality and
your business.
Verify your account verification (that red check box in
the bio).
Check out Pinterest Insights to measure your results.
https://pinterest.com/business/create/
@JuliaCSocial @Enterprisectr #SMupdate
27. What’s Hot: Pinterest
What to pin?
Products
Reading List
How-To Videos
Scenic photos
Group Boards featuring
your customers
Infographics
Articles/books to read
@JuliaCSocial @Enterprisectr #SMupdate
29. What’s Hot: Micro-Video
2/3 of the world’s data will be video by 2017
What is Vine?
6 second video that loops.
Strictly mobile app.
What is Instagram Video?
15 second video uploaded to
Instagram.
Strictly mobile app.
@JuliaCSocial @Enterprisectr #SMupdate
30. What’s Hot: Vine
Vine opened its “doors” in January.
In April 2013, Vine was the most downloaded app in
the Apple app store.
5 tweets per second contain a Vine link.
A branded Vine is 4x more likely to be seen than a
branded video.
Thought leaders on Vine: McDonalds, GE, Red
Vines, Taco Bell, Virgin Mobile
Source: The 7th Chamber,
http://the7thchamber.com/blog/brands-on-vine/
@JuliaCSocial @Enterprisectr #SMupdate
31. What’s Hot: Vine
Best practices for Vine:
Use hashtags so people can find you.
Create How-To videos
Introduce new products
Promote brand contests
Entertain and engage customers
Use Vine + Twitter
Be creative
@JuliaCSocial @Enterprisectr #SMupdate
32. What’s Hot: Vine
Businesses using Vine
Weather Channel – Behind the Scenes
https://vine.co/v/hqJF2DBVwXe
Lowe’s: How-To Video
https://vine.co/v/bU6WWdXtEYn
Opel: Showcase a Product
https://vine.co/v/bJ2EqwTWKQg
@JuliaCSocial @Enterprisectr #SMupdate
33. What’s Hot: Instagram
Instagram has 130 million users.
Since the launch of Instagram Video, there has been a
37% increase in Instagram shares on Twitter.
Instagram videos are creating two-times more
engagement than Instagram photos.
Of the brands on Instagram, 62% have shared at least
one Instagram video.
Used only on mobile devices – you can see and like
photos on a desktop but cannot upload or edit a photo
Source: Digiday: http://digiday.com/brands/15-stats-vine-andinstagram-video/
@JuliaCSocial @Enterprisectr #SMupdate
34. What’s Hot: Instagram
Best practices for Instagram Video & Photo:
Have a healthy balance of fun pictures and business
images.
Host photo contests. #Sonylove is a good example.
Reward followers.
Feature your customers!
Promote events.
Showcase your brand experience.
@JuliaCSocial @Enterprisectr #SMupdate
35. What’s Hot: Instagram
Businesses using Instagram Video
Music: http://instagram.com/p/eXjGUOj9rT/
Showcase your staff’s talents:
http://instagram.com/p/aye9vdyo-R/
The Instagram Gal has lots of tips and examples:
http://www.suebzimmerman.com/
@JuliaCSocial @Enterprisectr #SMupdate
37. What’s Hot: MySpace
Remember MySpace?
It’s making a comeback, predominantly
amongst musicians and music-lovers.
Went through a total rebranding.
Cool iPhone app.
Users can send and receive private
messages.
Can create and listen to a personalized
radio station.
@JuliaCSocial @Enterprisectr #SMupdate
39. No sign of
slowing down
The “Old” Guard
@JuliaCSocial @Enterprisectr #SMupdate
40. What’s Hot: Facebook
Facebook turns 10 in 2014!
Over 1 billion monthly active Facebook users.
Over 680 million mobile users.
700 billion minutes spent
on Facebook each month.
Average time spent on
Facebook per visit:
20 minutes.
@JuliaCSocial @Enterprisectr #SMupdate
41. What’s Hot: Facebook
New: Graph Search
Very different from Google Search.
Your privacy choices determine
what’s searchable.
Different people see different results.
“My friends who like PAGE NAME.”
“Favorite interests of people who like PAGE NAME.”
“Pages liked by people who like PAGE NAME.”
@JuliaCSocial @Enterprisectr #SMupdate
42. What’s Hot: Facebook
How business can use Graph Search
Identify their own fans.
Learn about interests and hobbies of fans.
Identify interests of competitors’ fans.
Identify potential business partnerships.
Improve the quality of Facebook contests.
Improve advertising spend.
Resource: Social Media Examiner
http://www.socialmediaexaminer.com/facebookgraph-search-marketing/
@JuliaCSocial @Enterprisectr #SMupdate
43. What’s Hot: Facebook
New: Improved Insights (Admin Panel)
Easier to read demographics of your fans
My fans are 64% women and my highest demo is split
between 20% 25-34 year olds and 20% 35-44 year olds.
When your fans are online feature
Shows you what days and times your fans are online!
Best post types feature
Comparisons of your fans vs. general Facebook
audience
Post Clicks stat
@JuliaCSocial @Enterprisectr #SMupdate
46. What’s Hot: Facebook
New: Contest restrictions eased.
Businesses used to have to use a third party app
For example, businesses can now:
Collect entries by having users post on the Page or
comment/like a Page post
Collect entries by having users message the Page
Utilize likes as a voting mechanism
As before, however, businesses cannot administer
promotions on personal Timelines.
Source: https://www.facebook.com/facebookforbusiness/news/page-promotionsterms
@JuliaCSocial @Enterprisectr #SMupdate
47. What’s Hot: Twitter
Almost 600 million active Twitter users.
135K signing up every day.
58 million tweets per day.
Why use it?
According to Duct Tape Marketing founder
John Jantsch:
“I get great insight when I ask questions;
I get traffic;
People on Twitter spread my thoughts to new
places.”
@JuliaCSocial @Enterprisectr #SMupdate
48. What’s Hot: Twitter
How are businesses using Twitter?
Communicating with customers (@ComcastCares,
@JetBlue, @NikeSupport).
Reaching influencers and celebrities.
Connecting with the media.
Driving traffic to websites and blogs.
Use Twitter Advanced Search to find people locally.
Running contests.
@JuliaCSocial @Enterprisectr #SMupdate
49. What’s Hot: YouTube
More than 1 billion unique users visit
YouTube each month.
#2 search engine in the world.
Over 6 billion hours of video are watched
each month on YouTube—that's almost an
hour for every person on Earth, and 50%
more than last year.
100 hours of video are uploaded to
YouTube every minute.
@JuliaCSocial @Enterprisectr #SMupdate
50. What’s Hot: YouTube
How are businesses using YouTube?
YouTube Marketing – James Wedmore:
http://www.youtube.com/jameswedmore
Brand awareness
Advertising
Retail promotion
FAQs, customer support
How To videos
Trainings
@JuliaCSocial @Enterprisectr #SMupdate
51. What’s Hot: LinkedIn
10 birthday was in May!
238 million LinkedIn users.
Two new users join every second.
64% are outside the U.S.
#1 social networking site for professionals!
2.7 million LinkedIn
business pages.
43% of marketers have
found a customer here.
@JuliaCSocial @Enterprisectr #SMupdate
52. What’s Hot: YouTube
How are businesses using LinkedIn?
Don’t treat LinkedIn like just another billboard.
HubSpot found that opening with a question works
better than just posting a link.
LinkedIn found higher engagement on targeted posts.
According to a Wildfire survey, 83% of consumers say
reviews often or sometimes impact their purchase
decisions. Recommendations count!
Source: http://marketing.linkedin.com/blog/good-company-howbest-class-marketers-use-linkedin-company-pages-grow-theirbusiness
@JuliaCSocial @Enterprisectr #SMupdate
53. What’s Hot: LinkedIn
Most Common Questions
1. Should I have a Company page?
2. What is the deal with endorsements?
Don’t ignore them.
You don’t have to reciprocate.
You can hide them.
Only first-degree connections can
endorse you.
Make sure you list your skills on your
profile to receive endorsements.
They don’t hurt, but they are not as
weighted as Recommendations and
Testimonials.
@JuliaCSocial @Enterprisectr #SMupdate
57. What’s Hot: Content Curation
People who “editorially collect the best content
related to a specific niche.” (Forbes)
Targeted to a specific audience.
Examples: Digital storytelling for nonprofits; Social
media for health care; Website best practices for
retailers
Curators then enhance the content with personal
opinions and expertise.
―Content curators provide a customized, vetted
selection of the best and most relevant resources on
a very specific topic or theme.‖ – Beth Kanter
@JuliaCSocial @Enterprisectr #SMupdate
58. What’s Hot: Content Curation
Compare to a museum curator:
They identify a theme, provide the context, decide which
paintings to hang on the wall, how they should be annotated,
and how they should be displayed. (Kanter)
A good content curator
continually seeks, makes
sense of and shares the
best and most relevant
content on a particular
topic online.
@JuliaCSocial @Enterprisectr #SMupdate
59. What’s Hot: Content Curation
Tools for Content Curation
Scoop.it – http://www.scoop.it/u/juliacampbell
Storify.com – http://storify.com/jcsocial/sandberg
Paper.li – Online newspaper
List.ly – Social, visual lists (Top Marketing Books, Top
Crowdsourcing Sites, Must Read Tech Blogs)
The Tweeted Times
Pocket – Central place to pull in content from all your devices
@JuliaCSocial @Enterprisectr #SMupdate
60. How is time spent on social media?
Strategy and
planning
Who is our audience
What resonates with
them?
Where are they already?
Learning
Budget time to read blog
posts, attend seminars
and take webinars.
@JuliaCSocial @Enterprisectr #SMupdate
61. How is time spent on social media?
Creating content
Researching posts
Formatting
Getting photos
Scheduling
Listening
Responding
Acknowledgement
Measurement
Reporting
@JuliaCSocial @Enterprisectr #SMupdate
Continuous
improvement
Exploration
63. Takeaways…
Set a timer.
Do one or two things well.
Understand: There will
always be one more tweet to
send, one more post to
write, article to read...
Use a personal voice.
Stay true to your brand.
Outsource if you need it.
Don’t lose sight of what’s
really important to you.
@JuliaCSocial @Enterprisectr #SMupdate
64. For more information, contact me!
Julia Campbell
@JuliaCSocial
J Campbell Social Marketing
Beverly, MA
julia@jcsocialmarketing.com
978-578-1328
www.jcsocialmarketing.com
@JuliaCSocial @Enterprisectr #SMupdate