Social Media – What’s Hot & What’s Not presented by Julia Campbell

Julia Campbell
President/CEO of J Campbell Social Marketing
Association of Developmental Disabilities Providers (ADDP)
Technology Day
June 6, 2013
#jcsocial @skullsflying

About Us
 J Campbell Social Marketing is a boutique digital
marketing firm based in Beverly, MA.
 We have worked with nonprofits large and small, both
internally as a Development/Marketing Director and
externally as a consultant.
 We help nonprofits use online tools such as social
media, blogs and email marketing, to connect with
their supporters.
 We offer solutions to your social media problems –
through training, support and managed services.

Video
 http://www.youtube.com/watch?feature=player_embe
dded&v=QUCfFcchw1w#!

Social Media
RULES OF THE ROAD
 Social media tools are always
changing. (Can’t cross it off
the list.)
 “Getting on social media” is
not a marketing strategy.
 Using social media will not
compensate for a bad
program or service.
 The tools are NOT free – they
take
time, capacity, knowledge, res
ources.

Social & Mobile are HOT
 67% of online adults use social networking sites.
 15% use Pinterest
 13% use Instagram
 6% use Tumblr
 67% use Facebook
 16% use Twitter
 20% use LinkedIn
Pew Research Center’s Internet & American Life Project: http://www.pewinternet.org/

Social & Mobile are HOT
 71% of women are users of social networking sites,
compared with 62% of men.
 Fully 40% of cell phone owners use a social
networking site on their phone, and 28% do so on
a typical day.

Isolating or Connecting?
 Social networking sites are increasingly
used to keep up with close social ties.
 The average user of a social
networking site has more close ties
and is half as likely to be socially
isolated as the average American.
 Facebook users are more trusting than
others.
 Facebook users have more close
relationships.

Isolating or Connecting?
 Internet users get more support from
their social ties and Facebook users
get the most support.
 Facebook users are much more
politically engaged than most people.
 Facebook revives “dormant”
relationships.
 Statistics from
http://pewinternet.org/Commenta
ry/2012/March/Pew-Internet-
Social-Networking-full-detail.aspx

What’s Hot?
HOT TOOLS HOT CONCEPTS
 Facebook’s new News Feed
 Facebook Graph Search
 Tumblr
 Pinterest
 Instagram
 SlideShare
 Vine
 Snapchat & Facebook Poke
 Curation (Scoop.it, etc.)
 Content marketing
 Multichannel strategies
 Focusing on 2 or 3 channels
rather than 4 or 5
 Increasing the social media
spend
 Data analysis for ROI or ROE
 Elimination of silos
 Social for charitable
causes/cause marketing

What’s Not?
 Only posting as a brand
 Spam
 Push marketing
 No customer service/not
answering comments
 In-authenticity
 Cheesiness
 Buying likes and followers

What’s Hot: New Facebook
 The NEW News Feed!
 https://www.facebook.com/about/newsfeed

What this means for you
Photo by Mari Smith,
www.facebook.com/MariSmith

 Photos make up 50% of News Feed content (and
content from Pages makes up almost 30%).
 Create more visual content – visuals are mandatory.
 Articles shared will feature larger preview images and
a more prominent title and summary.

 Activity stories (when someone interacts with your
Page) will be more prominent so get your Cover
Photo and Profile Picture optimized!
 Updates from third-party apps will be more
prominent (Pinterest, Instagram).

 Multiple topic-based feeds mean
that you may not get lost in all
the noise!
 But, will people use them?
 Users can now choose between
All Friends, Music, Photos,
Following (a revamp of the Pages
feed that shows every post made
by the brands and businesses
people Like), Games, Close
Friends, and any Interest or
Friends Lists.
Info from Mari Smith, TechCrunch, Mashable

Facebook Graph Search
 Very different from Google Search
 “Find more of what you’re looking
for through your friends and
connections.”
 Your privacy choices determine
what’s searchable.
 “With Graph Search, you can look
up anything shared with you on
Facebook, and others can find
stuff you've shared with them,
including content set to Public.
That means different people see
different results.”

 Facebook Page SEO isn’t new.
 Google and Facebook both index your Page name,
category, vanity URL and keywords in your About tab.

TUMBLR
Where the 18-
29 demo lives!

What’s Hot: Tumblr
 Tumblr may not have the most users, but it’s heavily-
used by those who love it.
 Share of time SPENT on social networking sites –
Facebook dominates (83%), Tumblr is #2 with 5.7%.
 Audience of 30.8 million visitors in 2012 (up 64%).
 18-29 year olds more than twice as likely to use Tumblr.
 Highest concentration of Hispanic visitors.
 All statistics from comScore:
http://www.comscore.com/Insights/Press_Releases/2013/2/comScore_Rele
ases_the_2013_U.S._Digital_Future_in_Focus_Report

 Micro-blogging, heavily visual
 KISS – Keep it simple, silly!
 Focus is on IMAGES, memes
 Social network sharing
 Use reblogging, following, liking

 My favorite Tumblr:
http://textsfromhillaryclinton.tumblr.com/
 Crash Course Tumblr 101:
http://www.digitaltrends.com/social-media/how-to-
use-tumblr/

PINTEREST
Not just for
recipes and
pretty shoes!

Pinterest is HOT!
 Pinterest has almost caught up with Twitter – 15% of
adult U.S. Internet users (16% on Twitter).
 Pinterest has almost 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)

What’s Hot: Pinterest
 Pinterest Brand Pages – Why have one?
 New Pinterest TOS asks you to, if you are using it for
work or promoting any type of commercial activity
(including fundraising).
 You can convert your existing account or create a new
one.
 Cannot convert individual boards.
 First access to new upcoming features (Insights!)
https://pinterest.com/business/create/

What’s Hot: Pinterest
 Nonprofits are using
Pinterest!
 http://www.pinterest.com/
pinning4good
 A list of 102 Things to Pin on
Pinterest is at:
 http://jcsocialmarketing.co
m/2012/08/102-things-to-
pin-on-pinterest

Instagram
The land of
#selfies and
#foodporn

What’s Hot: Instagram
 Used only on mobile devices – you can see and like
photos on a desktop but cannot upload or edit a photo
 Can’t share other people’s photos (easily)
 Statistics:
 100 million Monthly Active Users
 40 million Photos Per Day
 8500 Likes Per Second
 1000 Comments Per Second

What’s Hot: Instagram
 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.
 How to use Instagram:
http://www.suebzimmerman.com/

SlideShare
Share your
presentations!

What’s Hot: SlideShare
 45 million unique visitors to the site in January.
 “World’s largest community for sharing presentations”
 LinkedIn bought the company last May.
 Supports documents, PDFs, videos and webinars.
 Host photo contests. #Sonylove is a good example.
 Reward followers.
 Feature your customers!
 Promote events.
 Showcase your brand experience.

Vine
6 seconds to
get your
message
across!

What’s Hot: Vine
 Twitter’s smart phone app (only on iOS right now)
 A mobile service that lets you capture and share short
looping videos 6 seconds long.
 http://blog.twitter.com/2013/01/vine-new-way-to-
share-video.html

What’s Hot: Vine
 Called “Instagram for videos”.
 Use it to showcase your
brand elevator pitch
 Product demonstrations
 Launch of a new product or
service
 Giving your brand a
personality and some life
 Special announcements
 Be creative!

Snapchat &
Facebook
Poke
Where
tweens/teens
live!

What’s Hot: Snapchat & Facebook Poke
 Users share images or videos that disappear after a
few seconds – forever.
 Time-limited sharing (1 – 10 seconds)
 Screenshot alert
 Countdown clock
 Facebook Poke limited to Facebook friends
 Snapchat limited to Facebook, phonebook and
Snapchat friends

Content &
Curation
The future of
social.

Content Marketing is HOT!
 “I think social is just a fancy word for human…
Content is just stuff people need to know to be
human.” – Nick Kellet, co-founder List.ly
 Art of communicating with customers and prospects
without selling.
 Delivering information that makes your buyer more
intelligent
 http://www.youtube.com/watch?feature=player_embe
dded&v=Q5Tt5JSRsOc#!

Content Marketing is HOT!
 Content is…
 Blog posts
 E-books
 Books
 Slideshows
 Videos
 Facebook posts
 Tweets
 LinkedIn updates
 Etc.
“Content marketing is a
marketing technique of
creating and distributing
relevant and valuable content
to attract, acquire, and engage
a clearly defined and
understood target audience –
with the objective of driving
profitable customer action.” –
Content Marketing Institute,
http://contentmarketinginstit
ute.com

Content Curation is HOT!
 “Content Curation is a form of content marketing
where a publisher or small business editorially collects
the best content related to a specific niche and
targeted to a specific audience then enhances that
content by adding personal opinions and expertise.” –
Forbes

 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.

 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

How is time spent on social media?
 Creating content –
writing, editing, sharing,
taking photos
 Posting, tweeting,
updating, publishing
 Monitoring
 Engaging
 Measurement and
improvement

Takeaways…
 Set a timer.
 Do one or two things well.
 You will never, ever, ever
consume all the information
available.
 There will always be one
more tweet to send, one
more post to write.
 Maintain authenticity.
 Use a personal voice.
 Outsource if you need it.
 Don’t lose sight of what’s
really important to you.

For more information,
contact us!
Julia Campbell, President & CEO
Jeannine O’Neil, VP & CMO
@JuliaCSocial @Jeannine_ONeil
J Campbell Social Marketing
Beverly, MA
julia@jcsocialmarketing.com
978-578-1328
www.jcsocialmarketing.com

Social Media – What’s Hot & What’s Not presented by Julia Campbell

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Social Media – What’s Hot & What’s Not presented by Julia Campbell