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Page 1: Social Media Update: What's Hot and What's Not - October 2013

@JuliaCSocial @Enterprisectr #SMupdate

JULIA CLAIRE CAMPBELLFOUNDER, J CAMPBELL SOCIAL MARKETING

@JULIACSOCIAL

THE ENTERPRISE CENTER AT SALEM STATE UNIVERSITY

OCTOBER 22 , 2013

Social Media Update:What’s Hot… And What’s Not

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@JuliaCSocial @Enterprisectr #SMupdate

About Me

J Campbell Social Marketing is a boutique digital marketing firm based in Beverly, MA.

Using online tools such as social media, blogs and email marketing, I help nonprofits tell their stories and connect with their supporters.

I offer solutions to your social media problems – through training, support and consulting services.

Learn more at www.jcsocialmarketing.com

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Before We Begin…

Social media tools are always changing.

“Getting on social media” is not a marketing strategy.

Using social media will not compensate for a bad product or service.

Nothing is “free”. Less is more.There are one size fits all

answers.

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Social & Mobile are HOT

72% of online adults use social networking sites.

27% of online time is now spent on social networking. 

6 out of 10 internet users ages 50-64 are on social networks.

43% of those 65 and older are using social networks!

Source: Pew Internet August 2013 - http://pewinternet.org/Reports/2013/social-networking-sites.aspx

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Social & Mobile are HOT

57% of American adults use their cell phone to go online. (Pew Internet)

Mobile usage will surpass desktop usage in 2014. (ComScore)

Constant Contact found that 43% of all emails are being opened on a mobile device.

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Trends - 2014

Investment in social media is not a luxury. It is simply a marketing necessity.

Benefits include: SEARCH! Company branding Improved brand awareness & affinity Word-of-mouth marketing Increased trust Increased loyalty Increased influence

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Trends - 2014

Businesses are becoming more strategic and intentional in their approach. They are:

Hiring outside help or a full/part time person.Getting adequate training.Investing in measuring tools

(SimplyMeasured, Sprout Social, Salesforce).Becoming more discerning and savvy. Adopting a less-is-more philosophy.

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Trends - 2014

Breaking down silos.One person simply cannot do it all.I suggest forming Social Media Committees

or Social Media Street Teams.

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Trends - 2014Visual-centric channels are (still) exploding.On Facebook, videos are shared 12X more than

links and text posts combined. Photos are liked 2X more than text updates.

On YouTube, 100 million users are taking a social action on videos every week.

Pinterest is referring more web traffic than Twitter, StumbleUpon, LinkedIn, and Google+.

36% of all shared links on Twitter are photos.Photo sharing is the most popular activity on

Google+. Reference: M Booth, Simply Measured, WishPond: http://jcsocialmarketing.com/2013/05/pinterest-instagram-and-creating-a-visual-online-brand/

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Trends - 2014Businesses are investing in

graphics and visuals. InfographicsGreat photosCompelling visualsFacebook Cover photo, Twitter

background and header, Google+ header, YouTube channel, LinkedIn Company Page Cover photo, etc.

We are all multi-media companies.

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Google+

Not just for tech nerds!

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What’s Hot: Google+Google+ is growing in

importance. You are signed up if you

have a Gmail account.Highest number of monthly

users (343 million).It remains the second most

actively used social network.All businesses need to

establish a Google+ page.

Reference: GlobalWebIndex: https://www.globalwebindex.net/signup/ ZDNET: http://www.zdnet.com/google-moves-up-to-second-place-in-social-networks-7000010372

/

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What’s Hot: Google+Getting started on Google+:Complete your profile – use

keywords in your tagline and introduction

Upload a great cover image.Use your Circles strategically to

send out targeted posts. Join Communities. Longer, almost blog-like posts get

the most interaction.+1 items, share items, comment.

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What’s Hot: Google+

Getting started on Google+:

https://plus.google.com/u/0/b/114406531815335530731/114406531815335530731/posts

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What’s Hot: Google+

Claiming Google Authorship is paramount.“Google Authorship” was created with the goal of

allowing writers to claim their content.Allows searchers to find more content written by

an individual author.Claim your Google+ profile then go through the

“Contributor to” Set-up and list all the websites you publish on.

Complete guide is here: http://searchengineland.com/the-definitive-guide-to-google-authorship-markup-123218

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SlideShare

Share presentations, white papers, PDFs, webinars

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What’s Hot: SlideShare

SlideShare is the world’s largest community for sharing presentations.

60 million monthly visitors.130 million pageviews.In the World’s Top 10 tools for

education and elearning.LinkedIn bought the company

last May. Supports documents, PDFs,

videos and webinars.

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SlideShare

My profile: http://www.slideshare.net/juliagulia77

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Slideshare

Ideas for using Slideshare:Upload your presentations – can be private or

public, syncs with LinkedIn.Download presentations.Embed presentations in your blog or website.Share on Twitter, LinkedIn, and Facebook.You can sync mp3 audio with your slides to

create a webinar.You can embed videos inside presentations.

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Pinterest

Not just for moms and teachers!

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What’s Hot: Pinterest

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

Pinterest has 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)

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What’s Hot: Pinterest

Why businesses should pay attention:Sephora’s Pinterest followers spend 15X

more than Facebook Fans.Pinterest users spend almost $170 in a

shopping session. Pins that include prices receive 36% more

likes.BlogHer found that 84% of U.S. online

consumers trust information and advice from Pinterest.

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What’s Hot: Pinterest

What’s new:Expanded look for pinned articles – pinners

pin more than 5 million articles every day!Pinterest encourages users to create

“Reading List” boards.The “Tasteful” move into

monetization.Inclusion in Bing image

search.

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What’s Hot: Pinterest

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What’s Hot: Pinterest

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What’s Hot: Pinterest

Create a Pinterest Brand Page. You can convert a personal account to a business one. You can push pins out to Facebook and Twitter. Get “Pin It” buttons put on every item you sell online

and all blog posts; anything with a photo. Create at least 5 Boards based on your personality and

your business. Verify your account verification (that red check box in

the bio). Check out Pinterest Insights to measure your results.

https://pinterest.com/business/create/

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What’s Hot: Pinterest

What to pin?ProductsReading ListHow-To VideosScenic photosGroup Boards featuring

your customersInfographicsArticles/books to read

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Micro-Video

Even writing 140 characters it just too tedious!

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What’s Hot: Micro-Video

2/3 of the world’s data will be video by 2017

What is Vine?6 second video that loops. Strictly mobile app.What is Instagram Video?15 second video uploaded to

Instagram.Strictly mobile app.

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What’s Hot: Vine

Vine opened its “doors” in January.In April 2013, Vine was the most downloaded

app in the Apple app store. 5 tweets per second contain a Vine link.A branded Vine is 4x more likely to be seen

than a branded video. Thought leaders on Vine: McDonalds, GE,

Red Vines, Taco Bell, Virgin Mobile Source: The 7th Chamber,

http://the7thchamber.com/blog/brands-on-vine/

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What’s Hot: Vine

Best practices for Vine:Use hashtags so people can find you.Create How-To videosIntroduce new productsPromote brand contestsEntertain and engage customersUse Vine + TwitterBe creative

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What’s Hot: Vine

Businesses using VineWeather Channel – Behind the Sceneshttps://vine.co/v/hqJF2DBVwXeLowe’s: How-To Videohttps://vine.co/v/bU6WWdXtEYnOpel: Showcase a Producthttps://vine.co/v/bJ2EqwTWKQg

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What’s Hot: Instagram

Instagram has 130 million users.Since the launch of Instagram Video, there has been

a 37% increase in Instagram shares on Twitter. Instagram videos are creating two-times more

engagement than Instagram photos. Of the brands on Instagram, 62% have shared at

least one Instagram video.  Used only on mobile devices – you can see and like

photos on a desktop but cannot upload or edit a photo Source: Digiday:

http://digiday.com/brands/15-stats-vine-and-instagram-video/

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What’s Hot: Instagram

Best practices for Instagram Video & Photo:

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.

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What’s Hot: Instagram

Businesses using Instagram Video

Music: http://instagram.com/p/eXjGUOj9rT/ Showcase your staff’s talents:

http://instagram.com/p/aye9vdyo-R/ The Instagram Gal has lots of tips and

examples: http://www.suebzimmerman.com/

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MySpace

It’s back!!!

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What’s Hot: MySpace

Remember MySpace?It’s making a comeback,

predominantly amongst musicians and music-lovers.

Went through a total rebranding. Cool iPhone app. Users can send and receive private

messages.Can create and listen to a

personalized radio station.

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Questions?

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The “Old” Guard

No sign of slowing down

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What’s Hot: Facebook

Facebook turns 10 in 2014!Over 1 billion monthly active Facebook users.Over 680 million mobile users. 700 billion minutes spent

on Facebook each month.Average time spent on

Facebook per visit:20 minutes.

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What’s Hot: Facebook

New: Graph SearchVery different from Google Search. Your privacy choices determine

what’s searchable.Different people see different results.“My friends who like PAGE NAME.”“Favorite interests of people who like PAGE

NAME.”“Pages liked by people who like PAGE

NAME.”

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What’s Hot: Facebook

How business can use Graph SearchIdentify their own fans.Learn about interests and hobbies of

fans.Identify interests of competitors’ fans.Identify potential business partnerships.Improve the quality of Facebook

contests.Improve advertising spend.

Resource: Social Media Examiner http://www.socialmediaexaminer.com/facebook-graph-search-marketing/

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What’s Hot: Facebook

New: Improved Insights (Admin Panel)Easier to read demographics of your fans

My fans are 64% women and my highest demo is split between 20% 25-34 year olds and 20% 35-44 year olds.

When your fans are online feature Shows you what days and times your fans are online!

Best post types featureComparisons of your fans vs. general

Facebook audiencePost Clicks stat

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What’s Hot: Facebook

www.jonloomer.com

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What’s Hot: Facebook

www.jonloomer.com

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What’s Hot: Facebook

New: Contest restrictions eased. Businesses used to have to use a third party appFor example, businesses can now:Collect entries by having users post on the Page

or comment/like a Page postCollect entries by having users message the PageUtilize likes as a voting mechanismAs before, however, businesses cannot administer

promotions on personal Timelines.Source:

https://www.facebook.com/facebookforbusiness/news/page-promotions-terms

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What’s Hot: Twitter

Almost 600 million active Twitter users.

135K signing up every day.58 million tweets per day.Why use it?

According to Duct Tape Marketing founder John Jantsch:

“I get great insight when I ask questions;I get traffic;People on Twitter spread my thoughts to

new places.”

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What’s Hot: Twitter

How are businesses using Twitter?Communicating with customers

(@ComcastCares, @JetBlue, @NikeSupport).Reaching influencers and celebrities.Connecting with the media.Driving traffic to websites and blogs.Use Twitter Advanced Search to find people

locally.Running contests.

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What’s Hot: YouTube

More than 1 billion unique users visit YouTube each month.

#2 search engine in the world.Over 6 billion hours of video are

watched each month on YouTube—that's almost an hour for every person on Earth, and 50% more than last year.

100 hours of video are uploaded to YouTube every minute.

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What’s Hot: YouTube

How are businesses using YouTube?YouTube Marketing – James Wedmore:

http://www.youtube.com/jameswedmoreBrand awarenessAdvertisingRetail promotion FAQs, customer supportHow To videosTrainings

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What’s Hot: LinkedIn

10 birthday was in May!238 million LinkedIn users.Two new users join every second.64% are outside the U.S.#1 social networking site for

professionals!2.7 million LinkedIn

business pages.43% of marketers have

found a customer here.

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What’s Hot: YouTube

How are businesses using LinkedIn?Don’t treat LinkedIn like just another billboard.HubSpot found that opening with a question

works better than just posting a link.LinkedIn found higher engagement on targeted

posts.According to a Wildfire survey, 83% of consumers

say reviews often or sometimes impact their purchase decisions. Recommendations count! Source:

http://marketing.linkedin.com/blog/good-company-how-best-class-marketers-use-linkedin-company-pages-grow-their-business

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What’s Hot: LinkedIn

Most Common Questions1. Should I have a Company page?2. What is the deal with endorsements?

Don’t ignore them. You don’t have to reciprocate.You can hide them. Only first-degree connections can endorse you.Make sure you list your skills on your profile to receive endorsements. They don’t hurt, but they are not as weighted as Recommendations and Testimonials.

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Content & Curation

The future present of social.

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What’s Hot: Content Marketing

Content is…Blog postsE-booksBooksSlideshowsVideosFacebook postsTweetsLinkedIn updates

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What’s Hot: Content Marketing

Source: http://blog.hootsuite.com/converged-media-brito-part-1/

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What’s Hot: Content Curation

People who “editorially collect the best content related to a specific niche.” (Forbes)

Targeted to a specific audience. Examples: Digital storytelling for nonprofits;

Social media for health care; Website best practices for retailers

Curators then enhance the content with personal opinions and expertise.

“Content curators provide a customized, vetted selection of the best and most relevant  resources on a very specific topic or theme.” – Beth Kanter

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What’s Hot: Content Curation

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.

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What’s Hot: Content Curation

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

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How is time spent on social media?

Strategy and planning Who is our audience What resonates with

them? Where are they

already?Learning

Budget time to read blog posts, attend seminars and take webinars.

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How is time spent on social media?

Creating content Researching posts Formatting Getting photos Scheduling

ListeningRespondingAcknowledgementMeasurementReporting

Continuous improvement

Exploration

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Tools

Buffer – www.bufferapp.comPostPlannerHootsuiteCanva PicMonkey10 Awesome Free Tools to Make

Infographics: http://www.makeuseof.com/tag/awesome-free-tools-infographics/

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Takeaways…

Set a timer. Do one or two things well. Understand: There will

always be one more tweet to send, one more post to write, article to read...

Use a personal voice. Stay true to your brand.Outsource if you need it.Don’t lose sight of what’s

really important to you.

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For more information, contact me!

Julia Campbell@JuliaCSocial

J Campbell Social MarketingBeverly, MA

[email protected]

www.jcsocialmarketing.com