Social MediaWhat is it? And [more importantly]

why should I care?

700 billion minutes are spent on Facebook each month

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– Google– Email – HTML– Users are

consumers of content

• Web 2.0: The next generation…– User-generated

content– Crowd-sourcing– Social Media– 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