Social Media Primer: starting out on social media? This presentation is newly updated for January 2013 with the latest statistics and insight needed to begin a career in social media marketing.

1. Welcome to
Introduction
to
Social
Media
Tara Coomans
Chief Brainstormer,
Akamai Marketing
Past President,
Current BOD Member
Social Media Club
Hawaii
(SMCHI)
#smforhi
Wednesday, January 30, 2013

2. Social Media Dictionary
Social Media: Opt-In, multiple participant, multi-
media, multi-directional, digital communication
Platforms: The environments which enable social
media. Facebook, Twitter, Instagram, Blogger
Engagement: Any interaction on a digital
platform. Conversation, clicks, comments sharing
by a community
Hashtag: #preceding a word or phrase. Helps
with search, context and saves space.
Wednesday, January 30, 2013

3. What’s the
BIG
Deal?
Wednesday, January 30, 2013

4. Wednesday, January 30, 2013

5. Social Media Ushers
in
Culture
Change
Wednesday, January 30, 2013

6. Wednesday, January 30, 2013

7. Social Media is Mainstream Now
GenY now outnumbers
Baby Boomers...
96% of
them have
joined a
social
network
Wednesday, January 30, 2013

8. Social Media is Mainstream Now
Wednesday, January 30, 2013

9. Social Media is Mainstream Now
28%
(Nielsen, 2012)
Wednesday, January 30, 2013

10. What is Social Media Culture
Wednesday, January 30, 2013

11. What is Social Media Culture
Diverse:not limited to geography,
race, culture or other traditional
communication constraints.
Wednesday, January 30, 2013

12. What is Social Media Culture
Human: reflection of participants.
imperfect.
Wednesday, January 30, 2013

13. What is Social Media Culture
Open: sharing is encouraged.
collaboration. crowd sourcing.
Wednesday, January 30, 2013

14. What is Social Media Culture
Transparent: disclosure. honesty.
Wednesday, January 30, 2013

15. What is Social Media Culture
Evolving: disruptive and emerging
environments and technologies.
Wednesday, January 30, 2013

16. What is Social Media Culture
Tribal:people with common
interests and beliefs tend to
gather.
Wednesday, January 30, 2013

17. What is Social Media Culture
Wednesday, January 30, 2013

18. How Has SM Impacted Our Culture
Communication Revolution
Wednesday, January 30, 2013

19. How Has SM Impacted Our Culture
Communication Revolution
Governments Week before Mubarak’s
resignation: 230,000 tweets/day
from Egypt (up from 2,300/day)
Wednesday, January 30, 2013

20. How Has SM Impacted Our Culture
Communication Revolution
Governments
Revenue Customers who engage with
companies via social media
spend 20%-40% more than
those company’s other
customers- Bain & Company Report: Putting Social Media to Work
Wednesday, January 30, 2013

21. How Has SM Impacted Our Culture
Communication Revolution
Governments
Revenue
Customer Service Social Media users who have
great customer service tell an
average of 42
people..compared to 9 for
social media absentees.
Wednesday, January 30, 2013

22. How Has SM Impacted Our Culture
Communication Revolution
Governments
Revenue
Customer Service
Bigger Circle of Trust 90% trust
recommendations from
people they know - Media Bistro: http://
www.mediabistro.com/alltwitter/future-social-customer_b22111
Wednesday, January 30, 2013

23. How Has SM Impacted Our Culture
Communication Revolution
Governments
Revenue 81% of Arts Organizations
Customer Service Say Internet & Digital
Technologies “Very
Bigger Circle of Trust
Important” to Promoting
Cause Awareness Arts http://www.pewinternet.org/Reports/2013/Arts-and-technology/Summary-of-Findings.aspx
Wednesday, January 30, 2013

24. How Has SM Impacted Our Culture
Communication Revolution
Governments
Revenue
Customer Service
Pakistani computer programmer
Bigger Circle of Trust tweets about 1AM helicopter
Cause Awareness above Abbittabad..turns out to
be 1st report of attack on bin
News Laden’s compound.
2012/02/12/whitney-houston-twitter/
-Mashable http://mashable.com/
Wednesday, January 30, 2013

25. How Has SM Impacted Our Culture
Communication Revolution
Governments
Revenue
Customer Service
Bigger Circle of Trust
Cause Awareness
News
Disasters
Wednesday, January 30, 2013

26. How Has SM Impacted Our Culture
Communication Revolution
Governments
Revenue
Customer Service
Bigger Circle of Trust
Cause Awareness
News
Disasters Hurricane Sandy, #hitsunami
Wednesday, January 30, 2013

27. Wednesday, January 30, 2013

28. Wednesday, January 30, 2013

29. 91%
of online adults use social media regularly
- Experian http://www.experian.com/simmons-research/register-2012-digital-marketer.html
Wednesday, January 30, 2013

30. Main Street, USA
Social Media Is About People!
Wednesday, January 30, 2013

31. Who is the
Social Media
Consumer?
Wednesday, January 30, 2013

32. Wednesday, January 30, 2013

33. What kinds of people are using social
media?
-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/
Wednesday, January 30, 2013

34. What kinds of people are using social
media?
Women
outnumber men on
social media.
-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/
Wednesday, January 30, 2013

35. What kinds of people are using social
media?
Women
outnumber men on
social media.
-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/
Wednesday, January 30, 2013

36. What kinds of people are using social
media?
Women
outnumber men on
social media.
Half of All Google+
Users Are Under 25
http://www.imediaconnection.com/content/32712.asp
-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/
Wednesday, January 30, 2013

37. What kinds of people are using social
media?
Women
outnumber men on
social media.
Half of All Google+
Users Are Under 25
http://www.imediaconnection.com/content/32712.asp
-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/
Wednesday, January 30, 2013

38. What kinds of people are using social
media?
Women
outnumber men on
social media.
Half of All Google+
Users Are Under 25
http://www.imediaconnection.com/content/32712.asp
Australia, India,
Indonesia,
Malaysia,
Philippines,
Singapore and
Thailand Prefer
Facebook
http://thenextweb.com/socialmedia/2011/09/17/social-media-in-asia-pacific-
-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/
its-big-and-facebook-dominates/
Wednesday, January 30, 2013

39. What are people they using?
Go where your
tribe is.
What works for
you?
What inspires
your customers?
Wednesday, January 30, 2013

40. Reads Only
Loves Farmers Ebooks
Markets
Jack Russell
Wanna-be Terrier Owner
World
Traveler Auntie
Drinks Wine.
Lots of Wine. Diver.
Kayaker.
Beacher.
Sushi Snob Community Biz Owner
Cheerleader
Wednesday, January 30, 2013

41. How are consumers using social
media?
source: http://www.slideshare.net/ricardodepaula/social-brand-experience?ref=http://wearesocial.net/blog/2012/01/consumers-social/
Wednesday, January 30, 2013

42. What do
customers
want?
Wednesday, January 30, 2013

43. Customer service:
answers within 24 hours
What do
customers
want?
Wednesday, January 30, 2013

44. Customer service:
answers within 24 hours
What do To be special: offers &
discounts, experiences
customers
want?
Wednesday, January 30, 2013

45. Customer service:
answers within 24 hours
What do To be special: offers &
discounts, experiences
customers Information: reviews &
ranking
want?
Wednesday, January 30, 2013

46. Customer service:
answers within 24 hours
What do To be special: offers &
discounts, experiences
customers Information: reviews &
ranking
want?
In the loop: new
products & services
Wednesday, January 30, 2013

47. Customer service:
answers within 24 hours
What do To be special: offers &
discounts, experiences
customers Information: reviews &
ranking
want?
In the loop: new
products & services
Stand out:contribute to
designs, campaigns
Wednesday, January 30, 2013

48. Customer service:
answers within 24 hours
What do To be special: offers &
discounts, experiences
customers Information: reviews &
ranking
want?
In the loop: new
products & services
Stand out:contribute to
designs, campaigns
Inspiration: emotional
responses.
Wednesday, January 30, 2013

49. How are
businesses
using Social Media?
And...do users care?
Wednesday, January 30, 2013

50. What kinds of businesses are using
social media?
Wednesday, January 30, 2013

51. What kinds of businesses are using
social media?
Fortune 500
adopting...
Wednesday, January 30, 2013

52. What kinds of businesses are using
social media?
Fortune 500
adopting...
Wednesday, January 30, 2013

53. What kinds of businesses are using
social media?
Fortune 500
adopting...
Medium business
leading the
way..slowly.
Small business
adopting..slowly.
Wednesday, January 30, 2013

54. The disconnect
76% of Marketers Believe They
“Know What Their Consumers
Want.”
Only 34% Have Actually Asked
Them http://trends.e-strategyblog.com/2012/09/07/how-social-consumers-see-it-vs-how-social-maketers-see-it-infographic/3609
Wednesday, January 30, 2013

55. The disconnect
76% of Marketers Believe They
“Know What Their Consumers
Want.”
Only 34% Have Actually Asked
Them http://trends.e-strategyblog.com/2012/09/07/how-social-consumers-see-it-vs-how-social-maketers-see-it-infographic/3609
Wednesday, January 30, 2013

56. What DON’T they like?
Wednesday, January 30, 2013

57. What DON’T they like?
Wednesday, January 30, 2013

58. What DON’T they like?
Wednesday, January 30, 2013

59. Social Best Practices
Wednesday, January 30, 2013

60. Top Concerns for
Business in Social Media
Evolving Legal Landscape
Evaluating Return on Investment
Data Retention/Liberation on
Platforms
Culture Shift Internal/External
CHANGE
Wednesday, January 30, 2013

61. Bio Break
Image from: http://engtechmag.wordpress.com/tag/ipod/
Wednesday, January 30, 2013

62. The Platforms
Wednesday, January 30, 2013

63. What’s Twitter?
Wednesday, January 30, 2013

64. What’s Twitter?
“Microblogging”
Easy to connect with
new people
Fast Moving
“Open” Connections
TV
Live Events
News
Wednesday, January 30, 2013

65. Wednesday, January 30, 2013

66. Wednesday, January 30, 2013

67. Wednesday, January 30, 2013

68. What’s Facebook?
1.01Billion Monthly Users
(Tech Crunch September 2012)
81% of Active Users Outside of USA
Ad-based social network
Graph Search
EdgeRank
Wednesday, January 30, 2013

69. What kinds of businesses are using
social media?
Wednesday, January 30, 2013

70. What kinds of businesses are using
social media?
Businesses with Customers
Wednesday, January 30, 2013

71. Wednesday, January 30, 2013

72. Wednesday, January 30, 2013

73. Wednesday, January 30, 2013

74. Wednesday, January 30, 2013

75. Location-Based
Travel
Retail
Loyalty
Community
Wednesday, January 30, 2013

76. What’s Pinterest?
10.4 Million Users
Digital Bulletin Board
Image Based
Fashion
Art
Travel
Wednesday, January 30, 2013

77. Wednesday, January 30, 2013

78. Wednesday, January 30, 2013

79. Wednesday, January 30, 2013

80. Wednesday, January 30, 2013

81. What’s Google+?
Wednesday, January 30, 2013

82. What’s Google+?
100 Million Active Monthly Users
“Circles” = Relevant Sharing
Video Chat w/ Up to 10 ppl
Power Search
Uses Hashtags
"On-Air" Live & Recorded Presentations,
Demonstrations
Plays with YouTube
Communities
No ads!
Wednesday, January 30, 2013

83. Wednesday, January 30, 2013

84. Wednesday, January 30, 2013

85. Wednesday, January 30, 2013

86. Wednesday, January 30, 2013

87. Wednesday, January 30, 2013

88. What is Instagram?
Photo Application for Smart Phones
Easy Sharing on Social Networks
Uses Hashtags
Gains a new user every SECOND
90 Million Users (January 2013, Inside Facebook)
Events
Restaurants
Wednesday, January 30, 2013

89. Wednesday, January 30, 2013

90. Wednesday, January 30, 2013

91. Wednesday, January 30, 2013

92. Wednesday, January 30, 2013

93. Wednesday, January 30, 2013

94. Two Social Media
Certainties
It’s Here to It’s Going to
Stay Change
Wednesday, January 30, 2013

95. live
demo
Wednesday, January 30, 2013