What is social media?

IN THE LAST DECADE, SOCIAL MEDIA HAS

EXPLOED, IMPACTING HOW WE COMMUNICATE

•Social media networks and blogs consume almost 25% of peoples time online•The number of people visiting social media sites increased 24% from 2010-11•The average visitor spends 66% more time on these sites than 1 year ago

Source: http://www.jeffbullas.com/

“Technology used to connect people with others”

Social media is about social science.

•http://science.nasa.gov/realtime/jtrack/3d/JTrack3D.html/

Social media is about social science.

Social media is about social science.

“User Eras” HISTORICAL PERSPECTIVES

Web 1.0 (1980’s-90’s)Organization web sites Investment in content

Internet used by organizations to broadcast a message. official contentcarefully controlled messages“the company line”

Source: http://frenchguyonair.wordpress.com

#MO4H

“User Eras” HISTORICAL PERSPECTIVES

Web 2.0 (Early 2002 - Present)Investments directed to include

ongoing interactive processes Web sites blogs Official content “a Conversation”

Source: http://frenchguyonair.wordpress.com

Total Control Little Control

“From One to Many” “A Conversation”

Official Communication Community Management

#MO4H

Web 1.0 vs 2.0In the past... Companies built a better mouse trap Then you tell the world You are in charge They are your customers

Today... You build a better mouse trap Then you ask the world to help

make it better You are still in charge But our “customers” create and innovate with us

Adapted from Bruce Moody, Social Media PPT, FRC 2011

#MO4H

Everett Rogers’ Diffusion of Innovation, 1962.

Classified those engaging with a given innovation in one of five categories:• Innovators (2.5%)• Early Adopters (12.5%)• Early Majority (34%)• Late Majority (34%)• Laggards (16%)

Followed a classic “bell curve.”

Social media application by Vincenzo Cosenza.

Social Network Adoption

Worldwide social media phenomenon

Source: www.alexa.com

2008

Factoid: Worldwide, people spend 11,416 years/day on Facebook.

Source: http://vincos.it/world-map-of-social-networks/

Facebook is #1 social network in 127 out of 136 countries.

Europe: 223 million usersNorth America: 219 million usersAsia: 202 million users

Who Uses Social Media?

Who Uses Social Media?

Over 66% of adults online connect with at least one social media platform.Most social media users have present or past college experience.More females than males (Facebook: 57% female, Twitter: 59% female)

Source: Mashable.com

Why do people use Social Media?

Source: Mashable.com

Social Media On the Farm Historically, farmers tend to be early adapters of

technology (cell phones) Social media is just like any other technology

one might implement on a farm or ranch.

Business•Reach your buyers instantly•Find out about best practices from others in the industry•Stay atop of emerging issues•Connect with the general public

•Engage with consumers•Build trust with buyers through communication and transparency•Counter misinformation•Educate non-farmers – help close some of the divide between the public and the agriculture industry

#MO4H

 

Personal Same kind of draw as the morning gathering at the local coffee shop –

but in a different medium. Shared experiences Common concerns Valuable source of information

Opportunity to reach a wider social circle, anytime day or night Can help combat the isolation a farmer might feel

Keep in touch with friends and extended family, even during the busy season Pictures Videos Stories

Source: Alabama Farmers Cooperative Farming News

#MO4H

Unplugged – How are you using social media?

Personally

Professionally

b10

TECHNOLOGICAL TRENDS

Convergence and Portability

Convergence

• Previously separate technologies such as voice,

GPS, photo and video now share resources and

interact with each other, synergistically creating

new efficiencies.

Convergence

• Mobile phones routinely incorporate digital

cameras, mp3 players, camcorders, voice

recorders, bluetooth transmitters and other

devices.

• Internet, email

and social media

access is standard.Factoid: Over 200 million active users currently access Facebook through their mobile devices. These people are twice as active as non-mobile users.

#MO4H

PortabilityAs capabilities of converging technologies increase, many prefer the portability of a mobile device to a desktop unit.

October – December, 2010

• 100.9 million smart phones

shipped by electronics makerso Up 87% from 2009

• 92.1 million PC’s shippedo Up 3% from 2009

Source: Illinois State University

The ubiquity of cloud computing has given a boost to mobile devices, essentially replacing your computer’s hard drive.

Source: the4thdimension.net thebusinessinsider.com

MOBILE DEVICE SALES SURPASSED PC SALES IN 2010

Portability• Mobile devices offer “anytime access.”• Many now moving to social networks for

routine online activities.

• Email use changed in 2010o Down 59% among 12-17 yr oldso Down slightly for 18-24 yr oldso Down 18% for 25-24 yr oldso Down 12% for 45-54o Up 22% among those 55 and older

Factoid: Globally, social networking sites accounted for 15.6% of all time spent online in 2010, among ages 15 and older. Source: comScore 2010 U.S. Digital Year in Review

Portability• With the migration to mobile devices, advertising is

shifting as well.

• Still in its infancy, mobile advertising is becoming an

ever growing part of the mobile landscape.o In a 2011 study of 23.1 million social media users:

• 23.1 million reported discovering new brands or products via SM• 22.5 million report using it to learn about unfamiliar products• 15.1 million refer to social media before making purchase decisions

In 2011, 40% of teens and adults who have ever used social media access it through their mobile device – up from 28% from 6 months ago.

Source: Wave 2, Knowledge Networks Study

Marketing is now more complex, with technology as the main accelerant

With a better informed public, organization outreach requires a good measure of salesmanship now.

Customers don’t find an organization, it finds them! Example: Zinch, where schools compete for you!

 Increasing ties by companies/products to social media Eye-fi memory cards, which automatically upload pictures from your

camera to Flickr, SmugMug, etc. Cost is about $60 for a 4 gig card.

QR Codes – A type of barcode. Users with a camera phone equipped with the correct reader software can scan the image of the QR Code causing the phone's browser to launch and redirect to the programmed web site address, providing product information and more.

Impact Across the board – Examples

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Portability, Convergence and Youth

• The importance of youth digital safety skills continues to rise as

technology’s convergence, portability and accessibility (cost) proceed at an

exponential paceo i.e., solicitation, harassment and cyber bullying.

• Approximately 75% of youth age 12-17 currently have mobile devices.

• Black teens (44%) and Hispanic teens (35%) use their cell phones to go

online at a higher rate than White teens (21%) (Pew, 2010).

• Mobile users are roughly twice as active on social networks as non-mobile

users.

• Youth who use social networks are more susceptible to certain types of

online harassment than those who do not. Trends spawned by this

convergence, such as location-based social networking (i.e., Foursquare,

Facebook Places, etc), increase the exposure of users to these risks. http://prezi.com/-m2ovhoejhh9/digital-citizenship/

http://prezi.com/dritpywbuymr/protect-your-name-identity-and-reputation/

UNPLUGGED – How can parents keep children safe?

Communicating with Parents in a Digital AgeTeens develop socially, emotionally, cognitively and physically.

Socially•Dependent on opinions of friends, vs parents.•Want to be liked, part of the group.

•DON’T EMBARRASS THEM – Don’t say anything on social media that you wouldn’t say in front of their friends.

Emotionally•Self-conscious, may feel inferior/inadequate.•Vulnerable to low self-esteem, mood swings, etc.

•RECOGNIZE THEY STILL NEED THEIR PARENTS – “Where will you be, who will you be with, how long will you be out, etc.

Communicating with Parents in a Digital AgeTeens develop socially, emotionally, cognitively and physically.

Cognitively•Brains developing quickly.•Often reject adult ideas in favor of their own.

•INVOLVE THEM IN THE PROCESS OF SOCIAL MEDIA LEARNING

IN GENERALBe Involved – If your child has a Facebook account, you should too.If you think you shouldn’t post something – DON’T.Trust and open communication is a key for success.

Social media Spotlight: Facebook

#MO4H

Social media Spotlight: Facebook

#MO4HSource: Mashable.com

Facebookia

Based on population, Facebook could be the 3rd largest country in the world!

#MO4H

SPECIAL GUESTJennifer Schiffman

Prevention Specialist, MO ICAC Task Force

“WE OWN THE NET”

Social media spotlight: Twitter

#MO4H

Source: Mashable.com

Social media spotlight: Twitter Created by engineer Jack Dorsey,

2006 Way for people to share short

updates with friends & family Breakthrough: made it possible to

“follow” someone without requiring permission Just as you might keep up with a public

figure in the newspaper Broke from the traditional “two-way

agreement”

Social media spotlight: TwitterAllows one to gather a large audience and spread info quickly.

Took three years to send the first billion tweets Now there are over a billion tweets per week Currently estimated at 140 million active users 140 million tweets sent per day in May 2011

Up from 50 million the year before

On average, 1 million new accounts created daily. That’s 11 accounts per second. (less than half that in May 2011)

News no longer “breaks”…it “tweets”!

#MO4H

The Top 3 Countries for Twitter1. United States – 107.7 million2. Brazil – 33.3 million3. Japan – 29.9 million

Source: Brian Solis

Social media spotlight: TwitterHow it Works Open System: All “tweets” are public Anyone can “retweet” (RT) or give a public

“reply” to other people’s tweets Can send non-public “direct messages”

(DM’s) Can only DM someone who follows you Can only receive DM’s from those you follow List of followers and those you follow is

public Their thumbnails are available on your Twitter

page

Common mistake: DM vs ReplyFrom an article at www.cnn.com: http://is.gd/7x7W2o

#MO4H

Social media spotlight: TwitterHashtags and Search function allow Twitter users to react immediately

and intensely to world events Egypt: After the crisis, the number of tweets went from 122,319 to 1,317,233 Super Bowl XLVI: 10,245 tweets per second Japan: One hour after the earthquake, 1,200 tweets per second from Tokyo Michael Jackson: 456 tweets per second when he died on June 25, 2009 Bin Laden: During President’s address, over 5,000 tweets per second

Source: http://blog.twitter.com/2011/03/numbers.html

#MO4H

http://www.briansolis.com/2012/02/the-state-of-the-twitterverse-2012/

See also: http://almightylink.ksablan.com/social-media/the-reallyvirtual-tweets-reportedly-of-the-bin-laden-raid/

BREAK

Social media spotlight: LinkedIn

#MO4H

Thoughts and Reflections

Social media spotlight: my4-H

Thoughts and Reflections

Social media spotlight: foursquare

Source: http://www.socialmediaexaminer.com/foursquare-are-you-checking-out-the-hottest-social-media-app/

Technology convergence in mobile devices has enabled geosocial applications to become a force in social networking.

Geosocial Apps

• 7% of adults who go online with their mobile phone use a location-based service.

• Adults ages 18-29 yr olds are by far the biggest users of online location-based services, at 8%.

• 10% of online Hispanics use these services – vs. 3% of Caucasians and 5% of African Americans.

• 6% of online men use a location-based service, compared with 3% of online women.

Source: www.pewinternet.org/Reports/2010/Location-based-services.aspx

• Over 15 million registered users• 1 billion check-ins• 600,000 merchants• Available to over 1.5 billion

people, in their native language• Over 10,000 developers building

on the foursquare API• Over 1 billion checkins in Aug

‘11

Significant numbers and scale are vital to attracting the partnership of major brands.

Foursquare Leading the Competition

• Outpacing geosocial competitors (such as Gowalla and Loopt).

Why?• Privacy Controls: You select who you share your location info with.

• Marketing: Knowing where – not just what – customers purchase is important!

• Partnerships – New US nationwide partnership with American Express.

• Marketing tie-ins: Some companies, like Arbys & Starbucks, now offer

customer rewards.• 60% off for the mayor! Special promotions for checking in.• Facebook has integrated foursquare geo-location activity.

Source: http://www.socialmediaexaminer.com/foursquare-are-you-checking-out-the-hottest-social-media-app/

Thoughts and Reflections

Social media spotlight: Pinterest

Social media spotlight: Pinterest• A virtual pinboard, with over 4 million users.• Seeks to connect people through the things they

find interesting, by browsing others’ pinboards.• Web becoming an increasingly visual medium.• Pinterest drives more referral traffic than G+,

LinkedIn and YouTube combined.• Growing rapidly, but still doesn’t have an

application programming interface (API).• Great for lifestyle brands…creativity, inspiration.• Women make up the vast majority (82%) of

Pinterest user base and Facebook fans (90%).

>10% of visitors are the demographic of the Baby Boomers and the children that live in their home.

Source: ignitesocialmedia.com

Pinterest tip: “Make sure your images are beautiful. Well lit, interesting compositions and vibrant imagery is sure to catch the eye.” - Jeff Bullas

Navigating Pinterest

Pinterest Marketing Tips• Repins are better than Likes.

– Repins are links back to your website. The user becomes an advocate for your product.

– Sharing on Facebook/Twitter creates additional links.

• Be easy to find/share/repin.• Group your pins into product

categories. You can create several boards.

• Use images to create a compelling “visual resume.”

• Offer exclusive content to those who interact with you on that platform.

• Link to other things that compliment your products and services.

• Engage with other users.

Source: http://www.jeffbullas.com/2012/02/02/7-ways-to-use-pinterest-to-promote-your-business/

DAY 2“CONTEXT”

• What changes do you expect to see in the next 10-20 years,

as a result of social media?

Social media spotlight: G+

#MO4H

Google+ hits 25 million users in < 1 month10 million users in 16 days (20m in 21 days)- Facebook: 852 days- Twitter: 780 days

#MO4H

Google Plus Activity

• 13% of US adult Internet users have signed up

for a G+ account

• G+ users are creating more content than Twitter

users

• G+ adoption now beyond initial innovators and

early adapters

PROJECTIONS

Google owns…

• Deja.com 

• Pyra Labs-Blogger 

• Neotonic Software-for CRM 

• Applied Semantics-for search 

• altix Corp-for context sensitve search 

• Genius Labs-for blogging 

• Ignite Logic-web templates for law firms 

• Picassa-digi photo management 

• Keyhole Group-digital mapping 

• Where 2 Technologies-digital mapping 

• ZipDash-maps and traffic for mobile devices 

• 2Web Technologies-spreadsheets 

• Urchin-metrics/analytics 

• Dodgeball-mobile social networking 

• Reqwireless Inc.-Java browser 

• Current Communications Group

• Android-software for mobile phone o/s 

• Transformic Inc-search engine for deep/invisible web • Skia-graphics software engineering • DMarc Broadcasting-digital radio broadcasting • Measure Map-analytics for blogs • Upstartle-Writely, document editor for the web • @Last Software-SketchUp 3D modeling • Orion-Referral search engine • Neven Vision-automatic info extraction from jpgs • Jotspot Ind-wiki platform for websites • YouTube-online video company • Endoxen-geomapping software • Xunlei-filesharing app for the web • Adscape Media-in-game advertising • Gapminder's Trendalyzer-presentation software • Doubleclick-ad platform for the web • Tonic Systems-document conversion technology • Marratech-video conferencing technology • Green Border Technologies-secure browsing tech • Panoramio-photo site sharing for Google Earth • Feedbumer-RSS feed distribution analytics and mgt.• GrandCentral-mobile voice management • Postini-communications security and compliance

SPECIAL GUEST

Ashley LuskManager, Marketing and Communication

National 4-H Council

“WE OWN THE NET”

Google Hangouts

Thoughts and Reflections

• How might 4-H use Google+?

• Why G+ instead of Adobe Connect?

• Does face-to-face change the nature of social networking?

• Implications for other cyber youth development issues?

Social Media organizational Issues

How will you get your customers/fans interacting? Example: University’s move-in day

Many businesses are appointing a “Community Manager” – dedicated to social media marketing.

Perspectives on this vary.“Social media consulting amounts to little more than mastering the art of the bleeding obvious and no company, no matter what its size, should even consider hiring external social media consultants. Internally, the most you need is a couple of interns with laptops.” - Milo Yiannopoulos

NOTE: Email is still a very effective tool and the official web page is still “home base.”

4-H Center Social Media StrategySocial Media ObjectivesOutreach to youth/stakeholders

youth, volunteers, alumni, decision-makersOrganizational “validity.”Stimulate engagement between

stakeholders around the topic of Missouri 4-H

#MO4H

Social Media StrategyProvide a digital and social media

presence at state 4-H events, posting photos to our 4-H fan page on Facebook and tweeting live updates.

Build our collection of followers on Twitter and develop an active presence on Facebook.

#MO4H

Social Media Strategy (cont.)

Create regular tweets that drive traffic to our web page and Facebook page.

Create regular Facebook posts that get our stakeholders engaged with each other around the subject of Missouri 4-H.

Youth are not identified, but may tag themselves or each other.

#MO4H

UNPLUGGED – What’s your social media strategy?

“Must Have” Characteristics of a Community Manager Big Eyes – Watch trends and behaviors. Big Ears – Listen to what stakeholders are saying to each

other. Small Mouth – Keep quiet, resist the urge to be reactive or

defensive. The community will police these things themselves.

4-H Professionals & Social MediaCommunity Management for Extension Staff Always plugged in: there is no set time for “doing” social

media. Work is Facebook, Twitter, etc. & should be taken seriously. Must represent the organization’s voice, if a bit less formal. Online expectations same as offline “on the job” expectations.

#MO4H

Engaging Audiences

1. Know why they’re there.Figure out why your customers are they coming to your Facebook page and why do they it? Is it because of conversation?  Engagement with fans of similar interests?  Hot button issues?

2. Show that you’re genuinely interested.Contribute relevant content to stimulate conversation.  Try to make sure that each person who ‘likes’ your Facebook page knows that the brand cares about them in a genuine way.  

You should be generating conversation among your loyal fans, not spamming them with marketing messages.

Strategies for Success

“A community who is drawn together becomes a valuable asset.”

#MO4H

Engaging Audiences

3. Encourage followers to talk about themselves. Be a good listener.Update content consistently and ask a lot of questions.  Make sure you listen to the answers, so you can ask better questions the next time.  While the number of people who ‘like’ your Facebook page is important, those who actively engage with you is even more important for your brand.

4. Communicate in terms of the other person’s interests.Why do people want to become a fan of your page?  Why do they like your content?  Learn what interests your target audience has beyond just the interactions with your brand.  

Strategies for Success

“A community who is drawn together becomes a valuable asset.”

#MO4H

5. Make the other person feel important – and do it sincerely.Recognize the people who create or share the most information about your brand.  For example, create loyalty rewards such as points or badges or stars.  These encourage your fans to keep coming back for more and more.  Developing a “fan of the day” or “fan of the week” on your page can make your fans feel like they are an important part of everything you do as a brand.

6. Give honest and sincere appreciation.A simple “thank you” needs to go deeper.  You need to give them something of value such as free ticket, a coupon, exclusive access, gift certificate or a momento. Something creative to show them that you really appreciate them and are thankful that they are a brand advocate.

Engaging Audiences

#MO4H

7. Throw down a challenge.Create a contest.  Be creative.  For example, you can create a user-generated content contest about why they are your biggest fan. Or you can create a contest where they take a video or photo about using your product or service.

Consider large prizes if possible, such as a trip, cash or meeting your brand celebrity.

Source: Matt Royse, Knowledge Enthusiast

Engaging Audiences

#MO4H

Social Media Guidelines4-H Faculty/Staff Features

Professional judgment Professional behavior Applies if youth link to

your social media content

Intended to be general – across platforms

Time for 2.0

Social Media GuidelinesHow should we update this?

Professional judgment Professional behavior Application Cross-platform or

specific? What else?

Social Media Guidelines4-H Volunteers Features

Capacity of presence Do not undermine 4-H More “should” than

“don’t” Applies if youth link to

your social media content

Intended to be general – across platforms

Time for 2.0?

Discussion: Social media and Cost Recovery

Social media myths You can control the conversation

You can participate, listen, and try to direct the conversation, but it will happen anyway

 It is inexpensive and fast Costs include staff time, resources, and opportunity costs It takes time to build “street cred” Will other duties go undone with the time dedicated to social

media? It may be worth it

 Social media is hard It’s not hard, just involved You must keep up and stick to what’s relevant

#MO4H

Social media myths Results are difficult to measure

There are tools to help you measure the results of your social media efforts (Hootsuite, Google Analytics, Feedburner, Alexa, etc.)

Qualitative Considerations Are you reaching audiences you’ve never reached before? Are you being talked about in a positive light?

Quantitative Considerations Traffic Number of re-tweets Number of conversations/threads Number of followers/fans Number of subscribers

Real-time data analyticsIn the social world there are two main types of data: the conversation and the behaviors that result from it

#MO4H

#MO4H

Closing ThoughtsSocial media networks are human networks.Social networking is about social science.As social scientists, 4-H professionals are

highly appropriate as subject matter experts.Familiar with the technologyUnderstand the human environment4-H knows how to leverage these things to

create positive youth development opportunities!

Building & Wielding Bradd Anderson andersonb@missouri.edu @braddtastic

#MO4H

Thank you…and WELL DONE!