This presentation was shared via a National Agri-Marketing Association webinar on September 14, 2017. This SlideShare contains the slides and notes of the presentation, typos and all. Links mentioned in the presentation can be found at http://bitly.com/some-101-ref-info John Blue, with Truffle Media Networks, offers information on how social media from the last couple of years has changed and what those changes mean to your practices in public relations, marketing, and advertising. Additionally, John provides strategic digital planning information on monitoring & measuring the social spaces of the future, along with approaches to understanding a social channel's value for campaigns.

1. Welcome to the NAMA
webinar "Back to School for
Social Media 101, What’s
Changed?”

2. Hi, My name is John Blue and I work at Truffle Media
Networks, an agriculture media company focused on
agriculture animal health issues.

3. This presentation’s PDF and
recording will be made available to
all registered attendees.
Also, the reference links mentioned
are located at agtoday.us/
some-101-ref-info

4. I want to share a perspective:
It took 191 years to get from the first American
newspaper to
a newspaper that had a peak circulation of 63 million
people.

5. In contrast to newspaper, It took 15 years to go from
the first internet newspaper to get to a
single digital service having 63 million users.
The speed of technology adoption and use will
continue to be fast.

6. People have moved from utilizing media
based on time and location to discovering
and finding information in real time
through multiple channels and various
sources of authority.
Information media has become time free,
virtual, digital, and very participatory.
(next)

7. There are many more options for
people to receive information
faster.

9. We have had social media for a long time
Polaroids, Postcards, Sheet music, Mix
tapes, and Jokes
But the speed and scale of sharing that
media was very limited.

10. Today, the ability to share has speed,
scale, and selectivity because
the channels are digital. We can reach far
more people with digital media than we
could a decade ago.

11. Why do people use social media?
People love to share things. Think
about the time you spend on
Pinterest or Facebook reading what
your friends and family are doing.

12. People want to be entertained. This
is Neal Patrick Harris’ family at
halloween, posted on Instagram.

13. People want their news on channels
that fits their time and schedule.

14. Some people want to help others
get better.

15. And others just want attention. This
Paris Hilton and Perez Hilton.

16. And, yes, people want to make
money using social media. Taylor
Swift is using her social media to
generate demand and pre-orders
for her next album ‘reputation’.
Social media is a core element in
the album’s PR, advertising, &
marketing campaigns.

18. This infographic highlights the
many channels and connections
available to people today.

19. The infographic, called
Conversation Prism, by Brian Solis,
categorizes the various apps,
channels, platforms, and uses.

20. Each channel and app have their
own audience & culture.

21. And each of the listed categories
offer unique features and
functionalities for specific
audience.

22. Finally, the
infographic shows that in any given
space, there are competitors,
frenemies, and partners.

23. This info is always in a state of
change. New apps are invented and
others die off. People support
what they like and move away if
something is not of value to them
anymore. The upper left is the
infographic from ~ 2012, the upper
right is early 2016, middle bottom
is this month. You can find this at
conversationprism.com

25. To get an sense of what people are
doing, I want to share with you
some metrics on the US use of
social media, via the Pew Research
Center. This chart shows the % of
American adults who use social
media by age. 18-29 year olds are
near 90% use of social media, and
those 65 and older are not quite to
35% use of social media.

26. And here is the % of American
adults who use social media by
community. urban & suburban
people are near 70%, and rural
people are just at 60%.

27. this chart for 2012 to 2017 shows
the % of American adults who use
social media by platform & year.
Growth is slowing for Facebook,
LinkedIn, & Twitter; and for
Pinterest and Instagram, growth
has doubled since 2012.

28. And finally, 67% of Americans say they
get news from the web.

29. An here is how people get that news
on social medai. Overall, Facebook
outstrips all other social media sites as
a source of news; YouTube now
reaches second highest percentage.
Again, these charts can be found at
the Pew Research Center,
PewInternet.org

31. This presentation is about looking
at Social Media and what has
changed. To help, I’ll share what
social media has been like over the
last several years.

32. For example, participation in social
and digital media used to require
large amounts of effort. Many
websites and apps required you to
create an account, password,
confirm by email, and possiblly
supply some additional
information. (cont)

33. Many people would stop in the
middle of joining because of the
efforts to participate were too hard.

34. Between 2006 & 2012 there was
lots of money and resources spent
setting up websites and thinking
about how people were going to
join in, signup, participate, and
keep coming back.

35. Blogging really took off in the 2006
and spread to every subject and
idea. In 2012 it was thought every
business needed a blog. And that
every person on the web should be
blogging!

36. People at companies spent a large
amount of time figuring out to help
you find things. Search engines,
like Google, shared best practices
and set the rules for being found.
Companies worked to figure out
the Google secret sauce and be at
the quote top un-qoute of any
search.

37. And finding things was closely
related to selling things. The
Internet has been well established
as the go to place to buy things.
Part of the selling process was
setting up and running digital
marketing, advertising, and PR
campaigns.

39. Now we’ll look at some of the “now”
trends for 2017.

40. Today, participation has become
pain free (in most cases) because
websites and apps are leveraging
existing relationships with current
large sites like Facebook, Google,
LinkedIN, and Twitter. A large
majority of people have at least
one social account they can use to
signup to new apps and services.

41. Much of day to day social and
digital activity is spend sending
messages to one another. in 2015
there were 8.3 trillion messages
sent. (cont)

42. And in those messages we share
many things. Sharing is a key
element of sending a message.

43. Reminder: There is a lot of activity
on the Internet today. The Internet
minute inforgraphic covers 2014 to
2016, highlighting the enormous
amounts of video, tweets, and
photos being shared!

44. Discovery is the new way people
are finding things. Instead of
searching specifically for
something, discovery is seeing
what your friends share and that is
how you discover new ideas or
things to buy. Pinterest and
Facebook have made sharing and
discovery a core part of their
culture.

45. While buying things is still a key
element of the internet, the path to
buying has changed. Discovery of
your friends’ interests, and
promoted posts, help guide you
toward shopping sites and helping
close the sale.

46. There are many more private,
velvet rope digital communities
(cont)

47. Velvet rope communities are
private groups where conversations
happen out of the public eye.
These groups exist on Facebook
(as secret and private groups),
LinkedIN (as discussion groups),
and many other platforms. They
are easy to setup but do require
community building skills to
develop and sustain the
conversations. For velvet rope

49. The next several slides look at
some very specific “then” and “now”
activities and changes that one
should consider.

50. For example: Then: Anyone with an
interest could pick up the
company's social media activity.
Now: If you run a business, you
need dedicated people to plan &
manage your social presence.
(cont)

51. Why is this?: Social media
engagement & listening takes real
time. If your company has planned
for social media in its marketing &
PR then a real person with available
time is a must. The larger the
company or goal, the more time is
required. Plan to spend time and
dollars to get effective results on
social media.

52. Then: Everyone sees what you post,
in the order you posted it.
What happens today? People only
see what the service lets them see,
in what ever order the service
thinks is best for them. Put simply,
not everyone will see everything
you post or share. And the posts
they do see may not come in the
order they were posted. Blinders
are being applied to information to

53. Why is this? Facebook (and
everyone else) is making money on
selling access to people. If you
want something to be seen by
more people, then you will have to
pay. For example, you can boost
your post or setup promoted posts
on Facebook. Also, Facebook is
prioritizing posts to fit people’s
interests and filtering out posts by
people who are not meeting

54. Another reason for the filtering of
posts by services like Facebook is
they believe algorithms and data
can be a better predictor of what
you like then you do. These
approaches are focused on
learning what you like, bringing
you more of that, and keeping you
engaged in the posts longer. And
Facebook uses its data on people’s
activity to help marketers to do
better targeting. (cont)

55. Instagram, Facebook, Twitter, (and
others) continue to roll out new
algorithims to enhance that
engagement. From Instagram ,they
say quote “To improve your
experience, your feed will soon be
ordered to show the moments we
believe you will care about the
most.” un-quote. This amplifies the
Instagram’s advertising options
available to advertisers. (cont)

56. For deeper insight to
understanding the approaches
social channels are using to grab
your attention, read “This Is How
Your Fear and Outrage Are Being
Sold for Profit” by Tobias Rose-
Stockwell

57. Then: Everything on social media
stays there, mostly.
Now: Temporary Social Media posts
are a feature in several social
media apps. (cont)

58. Why: Temporary Social Media has
an appeal for some people; they
don’t have to think about its
longevity; more like real life in
some ways. If you plan to take on a
channel that has Temporary Media,
like Snapchat and Instagram, then
you need to plan for someone’s
time to engage people in a real
time fashion.

59. Then: The top channels were
Facebook, YouTube, Twitter,
Pinterest, and G+
Now: The top channels are
Facebook, YouTube, Twitter, and
Reddit (cont)

60. The big players, Facebook and
YouTube, are still at the top. After
them the mix of channels shifts.
In another two years will the top
continue to be the same? Maybe.
(cont)

61. FYI: the middle ground of channels
maybe a place to invest some of
your attention. That is where new
opportunities might appear to help
support your campaigns.

62. Then: Search Engine Optimization,
aka SEO, "Rules" of thumb called
for action on content Quality, web
architecture, HTML, and links.
Now: SEO "Rules" of thumb for
action still include: contrent
Quality, web architechture, and
HTML. But the weights have
changed to reflect Google’s
changes. (cont)

63. Why: Google continues to stop the
game playing people do to rig
search ranking. Google continues
to implement new algorithms to
remove spam, subdue link farm
values, stop cloaking, pop-up ads,
and bring focus to value content,
quality, and relevant information.
Google will continue to review their
approach and introduce new
features or internal scoring to

64. This
Periodic Table Of SEO Success
Factors, by SearchEngineLand, is
one of the best tools to enhance
your content plans and focus on
the things you can control. You can
find this table by googleing
“
Periodic Table Of SEO Success
Factors”.

65. Then: Page rank is important and
you can quote "control it" un-quote
today: Page rank is still important,
but you will never know your page
rank ever again. (cont)

66. Why is this: Google felt people
fixated on pagerank and gamed
their approaches. The PageRank
idea still exists only internally to
Google. You still control the
quality, relevance, and technical
parts of your web & social
information. But there is no scoring
metric from Google, like page rank,
that you can check. (cont)

67. What should you do? Focus on the
factors you can control=>Content,
website HTML, good structure, and
faster page load speed are good
starting points. Again, review the
Periodic Table Of SEO Success
Factors

68. Then: Content was content, ads
were ads. And they never cross
their streams.
Now: Custom content, advitorial,
native content, or sponsored
content are the norm.(cont)

69. On the left is the 2012 BuzzFeed
with no sponsored content,
compared to 2017 BuzzFeed on the
right.
They now publish sponsored items
mixed in the regular posts, looking
much like other posts.
This example shows an article
titled "11 Scientific Facts That Will
Change The Way You Listen To
Music”, sponsored by M&M/Mars.

70. Why: Money. Click through rate of
display ads is less than 0.06%. Ad
blockers are the norm, and 18- to
34-year-olds are far more likely to
ignore online ads. Media
companies like Mashable,
BuzzFeed, Forbes, the Wall Street
Journal, and the New York Times
are all using some form of native
ads, often with the help of their
editorial staff working with
advertisers. (cont)

71. What does this mean for you?
From a campaign development
point of view, keep in mind the
potentials of native content for
some campaigns.
From an audience point of view,
beware the content reader
backlash; many people feel
betrayed when they discover an
article is just a sponsored post that
got its exposure because of pay to

72. Then: People went to the media
and marketing sites.
Now: Media and marketers must go
where the people are.
In this example, Market Place
publishes news where people are
hanging out, instead of only
posting on their website.(cont)

73. Why is this: Maintaining a site and
convincing people to stop in
24x7x365 is very difficult to do.
People want to be where the
information takes them and where
other people are gathering.
Reading on Facebook or Twitter a
Market Place article is far easier
then going to the Market Place
website and reading it there. (cont)

74. Facebook is making it easier for
media companies to publish and
share on Facebook via Instant
Articles. Media like BuzzFeed and
Vox have implemented quote “push
to be everywhere their audience is”
un-quote strategies. Some media is
doing this because they are loosing
audiences on their websites. Other
media companies are doing “the
push to be everywhere” approach

75. What this means for you is that you
need to think about where and how
your content gets in front of your
audience. No longer is publishing it
to your blog enough. You have to
proactively plan and promote
when, where, and how your content
is shared and delivered.

76. Then: You used to create content
once and post it once
Now: You create multiple bits of
content around the same story or
idea then share it
In this example, BuzzFeed created
several media elements of the
same story for various channels,
like their website, Twitter, and
Instagram. Each of the elements
were created to appeal to the

77. Why is this: You need to be where
the people are & offer them the
things they want. Each channel has
its own flavor and culture. Each
offers a different audience
demographic. (cont)

78. This is an extension of the “go
where the content conversations
are” slide. Some channels are
better suited to specific media
elements. This multi channel
sharing of various media nuggets
must be part of your thinking for
content campaigns. Warning: More
channels means more planning &
resources. You can’t be everywhere
so choose the ones that best fit
your campaign goals.

79. Remember that anyone with an
interest could pick up the
company's social media activity?
And they probably said what ever
was on their mind? There were no
rules or guidance on how that
person used social media.

80. Now: If you run a business, you
need a social media policy. This
xkcd comic highlights how social
media can skew conversations and
perceptions about how
organizations operate.

81. Why is this important? While people
run the social media activities, it is
the culture and public face of your
company or organization that is
being seen and heard. There are
probably things you don’t want
said, mentioned, or brought up
through social media. And the only
way your social media team will
know that is through a social
media policy.

82. There are several sources to get
started creating a social media
policy. This one from Social Media
Examiner, walks through several
items to consider and why they are
important. It also highlights
specific companies and how they
have developed social media
policies.

84. Switching gears, as part of this
back to school theme, I’m going to
highlight items that are not going
to change much over time, as it
relates to using social media for
PR, marketing, and advertising.

85. While the metrics' meaning and collection
approaches have changed, developing
campaign metrics are still important to help
understand where you are and if you are
reaching your goal.
Each social media channel will have some form
of metric to consider to help understand your
campaigns progress.

86. These are some examples low cost
or close to free metrics tools to
consider. Many of the major social
media channels offer data for free.

87. There will always be new channels,
platforms, and approaches. You
must plan to investigate them;
understand their features,
weaknesses, and strengths; and
then decide if and when you
integrate them into your current
mix of channels. (cont)

88. It is important to develop a sense
of experimentation and “try it out”
culture.
Talk with others, attend
conferences to see new things in
actions. Develop a process around
staying a head of the curve.
Be a trend follower.

89. Current channels, platforms, and
approaches will change. You must
plan to review them; understand
how they have changed and decide
if and when you remove them from
your current campign mix.

90. Rules of thumb on getting ahead
on digital and social media will
always exist and they will change
regularly: You need to critically
review them for relevance,
accuracy, and truthiness.

91. The "top" channels will always
change. Plan for it. Facebook may
look to get bigger... But so did
MySpace.

92. Trolls will live on. Have a plan to
work through and around them.
Understand the culture around
comments and directed criticism.
Each social channel has its own
flavor of trolls, plan on how to
handle them when they arrive.

93. Privacy of information will always
be a topic of conversation and
debate. Know that this issue will
always impact social media and
think about how you will handle
these kinds of conversations when
they occur.

95. When it comes to identifying the future,
these are some key sources I use and
recommend.
SpringWise has 20,000+ spotters
across the planet to offer an
international perspective on trends
And the MIT’s Open Course ware is a
great way to learn about deep topics
like technology.

96. This Week IN Tech (TWiT) is a
podcast network focused on
technology, media, and culture related
to social and digital media.
And Guy Kawasaki, author, speaker,
and product evangelist, is a fountain
on information about the culture of
digital.

97. Also, events like these are great
places to identify trends in
development.
For example, TEDx are
localTechnology, Entertainment, &
Design (TED) events to share
challenges, innovations, and future of
design learning from people in that
region.(cont)

98. Powderkeg is a mostly a midwest
regional event series to share ideas,
host product idea pitch sessions, and
learn more about startup issues.
Confab is a series of conferences
focused on understanding content and
its design.
And Maker Faires are events that
show off the maker community efforts.

99. These are some additional media
resources to offer different
perspectives and discover ideas.
Wired and Fast Company are print and
digital magazines that aim to be on top
of what’s hot, tredny, and the next
thing.
Mashable and TED are media
companies that share presentations
and articles from interesting people
about interesting topics.

100. And finally, two ebooks that are great
resources to understand social/digital
Return On Investment (ROI) and
measurement are Christopher S.
Penn’s Marketing White Belt and
Marketing Blue Belt.

101. To close, here are some take aways:
Develop a way to stay connected to trends
in your area of interest or need.
Take advantage of opportunities to try out
new approaches to discover and play.
Implement with measurable goals in mind.
And Always ask “Is it still 'Worth It'?"

102. And if you still wonder what social media is, this
“Social Media Explained via Donuts” can help you.

103. Now is the time for questions. (go to next slide
for contact info)

104. Contact Truffle via Phone: (877) 558-7833, Twitter:
@TruffleMedia, Facebook: TruffleMedia.com/
Facebook, and web: TruffleMedia.com.

105. Close on Truffle team.

106. Thanks again for your time.!