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Social Media
What is it? And [more importantly] why
             should I care?
700 billion minutes are spent on
     Facebook each month
Social Media Marketing:  An Overview
Gary Vaynerchuk
• http://youtu.be/lcqCAqZtedI
Some Basic Definitions
•   The Internet
•   The World Wide Web
•   Website
•   URL
•   Domain name
•   Interweb
•   Webernet
The Internet & World Wide Web
• 2 Different things
• The Internet
  – The network
• The World Wide Web
  – How you access it
Website, Domain Name, & URL
Interweb & Webernet
          • These are things that
            do not exist. Avoid this
            terminology.
          • Yes, seriously.
Social Media: The Web 2.0
• The Web 1.0                  • Web 2.0: The next
  –   Google                     generation…
  –   Email                      –   User-generated content
  –   HTML                       –   Crowd-sourcing
  –   Users are consumers of     –   Social Media
      content                    –   Mobile




                    What’s next?
How do you “do” social media?
• The reverse of everything you know about
  marketing
• Push v. Pull
• Broadcast v. One-on-One
• Conversions & Conversations
• Get comfortable with change
• It isn’t an exact science… It’s a new frontier
• Is it really free?
• Where do you start?
What to do:
• Make a plan
• Set SMART goals
    – Specific, measurable, attainable, realistic, timely
•   Be consistent
•   Stick to your brand image
•   Share great content
•   Be engaging
•   Be a good listener
What not to do:
•   Don’t be pushy
•   Don’t spam
•   Don’t try to grow your network too quickly
•   Don’t try to sell
•   Don’t use traditional marketing techniques
•   Don’t forget to say “Thank you”
Great Content: What is it?
• Created for your ideal customer
• Helpful, informative, and entertaining
• Sent out on a consistent basis
• Can “go viral” quickly and easily
• Linked to your website (ideally a
  product, service, or blog)
• Includes a call to action
Some social media sites:
And some more:
And a few more
A couple others… but this isn’t all of them…
Where to begin?
The Big 4
Google+
Google+
• Male-dominated
• 25-34
• Middle Class
• Techies
• Inactive Majority- Only 17% Usage
• Peaked at 13.4 Million Unique Visitors per
  month (declining)
• 61% of Top 100 brands use Google+ Pages
Pinterest
Pinterest
• Female-dominated
• 25-34
• $100,000+ Income
• Parents (Moms)
• 1.36 Million Visitors per Day
• Unique visitors increased 2,700% (May 2011-
  12)
• Apparel retailer traffic up 289%
Twitter


Still paying attention?
Twitter
• 465 Million Accounts
• 175 Million Tweets per Day
• 8% of US Internet Users
• Hispanic female, 20-Something, Attended
  College
• Media outlets are by far the most active users
• 77% of Top 100 Companies use Twitter
• 24% check updates every day; 21% never check
Facebook: Personal Pages
Facebook: Business Pages
Facebook
•   845 Million Monthly Active Users
•   100 Billion Connections
•   1 of 5 Pageviews
•   75% of Millennials (18-29) are on Facebook
•   Largest publisher of all US display ad impressions
•   39% of business owners plan to spend money on Facebook ads this
    year
•   27% of interaction comes through the newsfeed- the most
    important place to reach fans
•   Advertising shows effects similar to TV
•   Greatest growth ages 35-49
•   Of people who use social media 95% or more of ALL AGE GROUPS
    are on Facebook (LinkedIn next with 28%)
Good Examples
Learn from these Misteaks
Ads and Posts: Not the Same Thing
Other Networks to Know
Great new sales tools
What do we do again??
• Post “Great” content:
  – Created for your ideal customer
  – Helpful, informative, and entertaining
  – Sent out on a consistent basis
  – Can “go viral” quickly and easily
  – Linked to your website (ideally a product, service,
    or blog)
  – Includes a call to action
Brands to Follow
Even More Brands to Follow
Social Media for Radio
Great Content: What is it?
•   Created for “P1”
•   Helpful, informative, and entertaining
•   Sent out on a consistent basis
•   Can “go viral” quickly and easily
•   Ideally linked to station website or blog
•   Includes a call to action
Tips
• Be yourself
   – USC Study on Radio Personalities
• Listen and RESPOND
   – Always acknowledge comments
• Two-Way Communication
   – Ask questions, fill in the blank, caption “contest”
• Keep it short
   – Think “Headline.” 90-150 Characters
• Use pictures and videos
• Limit niche/local content
• Match posts with breaks
Ideas
• New song?
    – Post the video and ask what people think
• Breaking news?
    – Don’t be late to the party! Ask a question- and
      anticipate the response (keep it short).
•   Caption contests
•   Fill in the blank
•   Follow web news sources
•   What would make you respond?
Who’s Posting, How Much, and When?
• 2 Posts per Shift
  – Vary times- see what works best
  – Post in your timeslot only (when live)
• Take turns nights and weekends
• Check the page to make sure no one posted
  similar content
Good Examples: Radio
Stations to Follow

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Social Media Marketing: An Overview

  • 1. Social Media What is it? And [more importantly] why should I care?
  • 2. 700 billion minutes are spent on Facebook each month
  • 5. Some Basic Definitions • The Internet • The World Wide Web • Website • URL • Domain name • Interweb • Webernet
  • 6. The Internet & World Wide Web • 2 Different things • The Internet – The network • The World Wide Web – How you access it
  • 8. Interweb & Webernet • These are things that do not exist. Avoid this terminology. • Yes, seriously.
  • 9. Social Media: The Web 2.0 • The Web 1.0 • Web 2.0: The next – Google generation… – Email – User-generated content – HTML – Crowd-sourcing – Users are consumers of – Social Media content – Mobile What’s next?
  • 10. How do you “do” social media? • The reverse of everything you know about marketing • Push v. Pull • Broadcast v. One-on-One • Conversions & Conversations • Get comfortable with change • It isn’t an exact science… It’s a new frontier • Is it really free? • Where do you start?
  • 11. What to do: • Make a plan • Set SMART goals – Specific, measurable, attainable, realistic, timely • Be consistent • Stick to your brand image • Share great content • Be engaging • Be a good listener
  • 12. What not to do: • Don’t be pushy • Don’t spam • Don’t try to grow your network too quickly • Don’t try to sell • Don’t use traditional marketing techniques • Don’t forget to say “Thank you”
  • 13. Great Content: What is it? • Created for your ideal customer • Helpful, informative, and entertaining • Sent out on a consistent basis • Can “go viral” quickly and easily • Linked to your website (ideally a product, service, or blog) • Includes a call to action
  • 16. And a few more
  • 17. A couple others… but this isn’t all of them…
  • 21. Google+ • Male-dominated • 25-34 • Middle Class • Techies • Inactive Majority- Only 17% Usage • Peaked at 13.4 Million Unique Visitors per month (declining) • 61% of Top 100 brands use Google+ Pages
  • 23. Pinterest • Female-dominated • 25-34 • $100,000+ Income • Parents (Moms) • 1.36 Million Visitors per Day • Unique visitors increased 2,700% (May 2011- 12) • Apparel retailer traffic up 289%
  • 25. Twitter • 465 Million Accounts • 175 Million Tweets per Day • 8% of US Internet Users • Hispanic female, 20-Something, Attended College • Media outlets are by far the most active users • 77% of Top 100 Companies use Twitter • 24% check updates every day; 21% never check
  • 28. Facebook • 845 Million Monthly Active Users • 100 Billion Connections • 1 of 5 Pageviews • 75% of Millennials (18-29) are on Facebook • Largest publisher of all US display ad impressions • 39% of business owners plan to spend money on Facebook ads this year • 27% of interaction comes through the newsfeed- the most important place to reach fans • Advertising shows effects similar to TV • Greatest growth ages 35-49 • Of people who use social media 95% or more of ALL AGE GROUPS are on Facebook (LinkedIn next with 28%)
  • 30. Learn from these Misteaks
  • 31. Ads and Posts: Not the Same Thing
  • 34. What do we do again?? • Post “Great” content: – Created for your ideal customer – Helpful, informative, and entertaining – Sent out on a consistent basis – Can “go viral” quickly and easily – Linked to your website (ideally a product, service, or blog) – Includes a call to action
  • 36. Even More Brands to Follow
  • 38. Great Content: What is it? • Created for “P1” • Helpful, informative, and entertaining • Sent out on a consistent basis • Can “go viral” quickly and easily • Ideally linked to station website or blog • Includes a call to action
  • 39. Tips • Be yourself – USC Study on Radio Personalities • Listen and RESPOND – Always acknowledge comments • Two-Way Communication – Ask questions, fill in the blank, caption “contest” • Keep it short – Think “Headline.” 90-150 Characters • Use pictures and videos • Limit niche/local content • Match posts with breaks
  • 40. Ideas • New song? – Post the video and ask what people think • Breaking news? – Don’t be late to the party! Ask a question- and anticipate the response (keep it short). • Caption contests • Fill in the blank • Follow web news sources • What would make you respond?
  • 41. Who’s Posting, How Much, and When? • 2 Posts per Shift – Vary times- see what works best – Post in your timeslot only (when live) • Take turns nights and weekends • Check the page to make sure no one posted similar content