A presentation on social media platforms and trends presented by the EKU Small Business Development Center on November 1, 2012 in Richmond, KY.

1. SOCIAL MEDIA TRENDS
Matthew Petrella
Eastern Kentucky University
Industrial & Organizational Psychology

2. WHAT WE WILL COVER
 What is Social Media
 The Evolution & History
 Statistics
 Who is Connecting and How
 Overall Demographics
 The Top Five– Getting Started
 Examples of Real Life Engagement Tips
 Final Comments
 Q&A

3. WHAT IS SOCIAL MEDIA
 Internet sites where people interact freely, sharing and discussing
information about each other and their lives, using a multimedia mix
of personal words, pictures, videos and audio .
 Although there are many sites and different forms we will focus on
 Facebook
 Google+
 LinkedIn
 Twitter
 YouTube

4. THE EVOLUTION OF SOCIAL MEDIA
 It all started with the first email was delivered in 1971
 Social Media is not new as you will see there were many
versions over the past 40 years
 The early inventers were between 1989 – 2009
 The explosive growth has been within the last 3 -5 years

5. THE EARLY DAYS 1989 – 2003
 Tripod community for college students
 Blogging begins
 Sixdegree.com lets users create profiles and list friends
 AOL instant messenger is born grows to 34 million members
 Friends United created in Great Britain to relocate past school
pals
 Friendster opened and grew to 3 million users in 3 months
 MySpace is launched as a clone of Friendster
 LinkedIn is started
 More than 3 billion web pages

6. 2004 TO 2009
 Facebook is created in 2004 at Harvard University
 Began solely for college students required a .edu email address
 Eventually opened to the public in 2006
 Podcasting begins
 Flickr image hosting site is born
 Digg is founded as a social news site to share news stories
 YouTube began storing and retrieving videos
 There are more than 8 billion web pages by 2005
 2006 Twitter was launched as a micro blogging site
 140 character limit
 2009 the Internet saw 27 billion web pages

7. SOCIAL MEDIA IS NOT A FAD BUT A
REVOLUTION
 Facebook has 901 million monthly users (March 2012)
 Google+ has 100 million active users (March 2012 )
 LinkedIn has 161 million members (March 2012)
 Twitter sees 340 million tweets each day (March 2012)
 YouTube has over 4 billion videos viewed per day with over
800 million unique users visiting each month

8. WHO ARE WE CONNECTING WITH

9. HOW ARE WE CONNECTING

10. OVERALL DEMOGRAPHICS
 College students, or those who have completed some college,
represent the majority on social media site users
 Over 66% of all adult online users are connected to one or
more social media platforms
 Women use social media more than men

11. ENGAGEMENT & COMMITMENT
“While social media is not the silver bullet that some pundits claim it
to be, it is an extremely important & relatively low cost touch point
that has a direct impact on sales & positive word of mouth.
Companies not actively engaging are missing a huge opportunity & are
saying something to consumers intentionally or unintentionally about
how willing they are to engage on consumers‟ terms.”
J O S H M E N D E LS O H N V I CE P R E S I D E N T CH A D W I CK M A R T I N B A I LE ( S l i de s h a r e )
So lets talk about each of the top networks and how to get started…

15. 901 Million Active Users
• More females than male
• Most user over age 45
• Some college education
• Household income >$50K

16. FACEBOOK THE BASICS
 Create your business page
 Complete the profile – more information the better when it
comes to a business page
 Not the same advice for personal pages
 Best to create with company email account
 Assign yourself and others in your organization as administrators
 Upload your cover photo and other photos or videos related to
your business
 Upload your company logo as your profile picture
 Add a link from your company website to your Facebook Page

17. HT-EXPRESS FACEBOOK PAGE

18. FACEBOOK NEXT STEPS
 Promote page through bulk email e -newsletters and traditional
advertising
 Pay to Promote!
 Is this important?
 Ask friends / colleagues / employees to “Like” the page
 Keep content updated
 Be informative and educational to your audience
 Remember it is a social platform not a direct selling platform
 Post pictures or video of your company / products
 Post links to informative industry news
 Introduce new members of your team
 Ask for feedback, poll questions
 Utilize new custom tabs and apps to engage your audience
further

19. SWEEPSTAKES & COUPON TABS

20. MONITOR REGULARLY
• Monitor your page activity
• Engage in Facebook Ad
Campaigns

21. 90 Million Visitors
• 71% male users
• 50% are 24 years
old or younger

22. GOOGLE+
 Major recent redesign which mimics Facebook Timeline
 Google‟s original policies banned businesses from having any
presence on its social network.
 They lifted that shortly after launching last year in the face of much
scrutiny, but has since seen slow uptake among professional users .
 Set up is similar to Facebook
 Create your personal profile first then you can create your business
page
 Add the +1 button to your website for visitors to recommend
your product or service
 +1 lets people share recommendations with friends, contacts and the
rest of the web
 AdWords advertising

23. PROFILE / PAGE SET UP

24. LOOK FAMILIAR?

25. BUT DON‟T DISCOUNT GOOGLE+
 Although users are slow to embrace Google+ there are
reasons why you should at the very least have a page
 Search Engine Optimization – Google+ pages are going to factor into
organic search results and placement.
 Currently Google does index Google+ pages but does not index
Facebook or Twitter posts
 The +1 button can have an impact on rankings where the “like”
button does not
 Google has the resources to redefine, respond and react
quickly to users needs….until they get it right
 New features only make things more convenient for users
 “Ribbon” allows users to easily manage the apps they use
 “Hangouts” which differentiates them from other Social Media platforms
 People will connect where their friends so when and if that
shift happens you want your business there too!

26. 150 Million Users
• Equal male & female
• More over age 45
• Bachelor or Graduate
degree
• $50K - $99K income

27. LINKEDIN
 Largest most popular business social networking site focusing
on networking and careers
 In February they announced the “Follow Company” button to
allow a link from your company website.
 Similar to Liking a brand on Facebook or following on Twitter.
 Followed by many other plugins to add to your website to drive
visitors to your company page
 Setting up profile and company page is made even easier with
the Learn.LinkedIn.com website where everything you need to
know is easily accessible

28. LINKEDIN PROFILE PAGE

29. LINKEDIN BUSINESS PAGE

30. OPTIMIZE YOUR LINKEDIN PAGE
 Activate status updates and have others from your company
post updates
 Encourage visitors to like, share, and comment on your posts
 Commit to posting regularly
 Complete your company profile
 "Company Overview“ page with keyword rich text
 “Services” page with a highlighted services or specialty
 Career opportunities on your “Careers” Page
 Opt in to the “Show News” which shows news about your
company
 Monitor your page activity
 Paid advertising opportunities with paying membership

31. 127 Million Active Users
• More female than male
• Slightly higher over 45
• Some college education
• Income $25K - $49K

32. TWITTER
 Twitter consists of small bursts of information called “Tweets”
 Each Tweet is limited to 140 characters but can contain an image
 Tweets can be private or public
 Businesses use Twitter to quickly share information with
people interested in their products and services
 Tweet updates from a company event or industry trade show
to build excitement
 Announce events or specials via Twitter
 Add a “Tweet This” button on your company website or a link
to your Twitter page
 Paid advertising opportunities are available

33. TWITTER LINK

34. TWITTER FOLLOW

35. TIPS FOR TWEETING
 Stay up to date
 Use “Twitter Search” to „listen‟ for your company‟s name, your
competitors‟ names, and keywords for your business
 Keep self promotion to a minimum
 Share or “Re-tweet” helpful or insightful industry information
 Use “We” instead of “I” – separate your brand from you
 Consider a separate Twitter account for Customer Service
 Tweet often but not too often
 Schedule your Tweets utilize
 TweetDeck, HootSuite, CoTweet
 Keep it professional

36. YOUTUBE
 YouTube is a video-sharing website on which users can upload,
share, and view videos
 Simply create your company account and upload your videos
 Full tutorials are available on YouTube
 Create specialized videos to serve various customer
segments.
 Example: If your paving company can surface cement driveways,
repair asphalt, or install interlocking pavers, consider creating
separate videos for each of those services.
 Create a corporate video all about your company or cause
 Customize your channel with graphics and background
 Encourage likes and comments
 Add your channel to your business cards and spread the word
 Paid advertising opportunities available

37. WINDSOR FLOOR CLEANING
MACHINE

38. PEPSI

39. WHAT TO DO NEXT?
 Respond to questions
 Talk to your followers/fans/clients
 Build Relationships
 Create bonds with other companies
 50/50 sharing of information
 Analyze Ef forts
 How many fans, friends, members?
 Traffic
 Defining Goals
 What do YOU want out of social media?
 Set achievable goals

40. FINAL COMMENTS / Q&A
Engage
Interact
Invest the time
Monitor
Measure
Improve

41. THANK YOU
Eastern Kentucky University
Industrial & Organizational
Psychology Graduate Program
P re s e nter
M a t t h ew Pet re l l a
M a t t h ew _Pet rella@e ku. edu
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