Social Media

People, Technology, Strategy

Traditional Media

Source: HubSpot, Social Media Authority: Measuring and Improving Online Influence

Roadblocks to Traditional Media

Source: HubSpot, Social Media Authority: Measuring and Improving Online Influence

Breaking Down Roadblocks

Source: http://digitalbuzzblog.com/infographic-facebook-vs-twitter-demographics-2010-2011/

0%

25%

50%

75%

100%

40%

25%

51%

67%

Follow at least 1 BrandPurchase regularly from those Brands

Social Media Landscape

Source: FredCavazza.net, Social Media Landscape, January 2011

Marketing Communications Mix

Personal Communication

s

Selling

Customer Service

Training

Telemarketing

Word of Mouth

Advertising

Broadcast

Print

Internet

Outdoor

Direct Mail

Sales Promotion

Sampling

Coupon

Sign-up rebates

Gifts

Prize Promotions

Publicity and PR

Press Releases/Kits

Press Conferences

Special Events

Sponsorship

Trade Shows, Exhibitions

Media-Initiated

Coverage

Instructional Materials

Web sites

Brochures

Software CD-ROM

Instruction Manuals

Corporate Design

Signage

Interior Décor

Vehicles

Equipment

Stationary

Uniforms

Source: Services Marketing, People Technology, Strategy. Christopher Lovelock and Jochen Wirtz. Prentice Hall, 2011. 7th Edition, p. 173.

Personal Communications

Selling

Customer Service

Training

Telemarketing

Word of Mouth

Social Media

Advertising

Broadcast

Print

Internet

Outdoor

Direct Mail

Social Media

Sales Promotion

Sampling

Coupon

Sign-up rebates

Gifts

Prize Promotions

Social Media

Publicity and PR

Press Releases/Kits

Press Conferences

Special Events

Sponsorship

Trade Shows, Exhibitions

Media-Initiated

Coverage

Social Media

Instructional Materials

Web sites

Brochures

Software CD-ROM

Instruction Manuals

Social Media

Corporate Design

Signage

Interior Décor

Vehicles

Equipment

Stationary

Uniforms

Social Media

Source: Services Marketing, People Technology, Strategy. Christopher Lovelock and Jochen Wirtz. Prentice Hall, 2011. 7th Edition, p. 173.

Marketing Communications Mix

Social media happens in public, for better or for

worse.

It’s a 2-way street: actively involve,

engage, and respond to your customers.

Creating Value

Add and create value through the content

of your communication.

Build and maintain relationships with existing customers (your champions) and attract new

ones.

BestBuy

Glad to hear, Peter. Thanks for shopping with us.

DSW

Woohoo! You should tweet us a pic when you get 'em! We'd love to see 'em!

A Human Opportunity

Starbucks

Be amazed. We are real (and happy to be talking with you)! Thanks for the tweet! :-)

A Human Opportunity

The Big 4

Global users 750 million 500 million 100 million 120 million

U.S. users 225 million 150 million 40 million 60 million

Age rangeBiggest age group

13-65+45-54

18-54+25-44

13-65+35-44

17-65+35-44

Male/Female 38/62 48/52 42/58 55/45

Biggest Education level group

55% some college

52% some college

53% some college

41% bachelor’s degree

Biggest Income group

$25-50K $25-50K $25-50K $50-75K

Astonishing stat 700 billion minutes/month

3 billion videos watched/day

1 billion tweets/week

1st million users: 477 days; last million: 6 days

Sources: http://www.facebook.com/press/info.php?statistics, http://blog.twitter.com/2011/09/one-hundred-million-voices.html, http://www.youtube.com/t/press_statistics,http://www.ignitesocialmedia.com/social-media-stats/2011-social-network-analysis-report/

New and Promising?

• Google +

• What is it?

• Rolled out as invite only

• Initial surge: 10 million in first month

• Usage, adoption drop-off

• Opened to all Sept. 20

• Brands told to hold off

• “Google plus entity” coming soon

Where and How to Start

DOs DON’Ts

Explore and test it Be afraid to try it

Plan objectives, goals, and ways to measure success

Dive in without a basic strategy

Research and find out where your champions are

Assume every tool and channel is good for you

Be human Use it as a primary advertising channel

Respond, track, and analyze Ignore or be an inactive participant

What are we doing? Is it working?

• Make your social media strategy stick:

• Monitor, Respond, Track, Analyze, Revise

• Wealth of info, take advantage of free analytics

• Facebook Page Insights

• YouTube Video Insights

• Google Analytics

Source: http://undersolenmedia.wordpress.com

Did you tweet it? What are they saying?

• Use dashboards (HootSuite, TweetDeck) to manage multiple accounts

A Harvard Extension Example

-

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

-

5

10

15

20

25

30

35

Extension School Social Media Reach & EngagementMarch-Sept. 2011

Weekly Posts by EXT

Reach

En-gage-ment

Week Ending

People

Posts

/Week

Your boss is on twitter, too.

Resources

• Mashable

• www.mashable.com

• @mashable

• Hubspot

• www.hubspot.com

• @hubspot

• DIOSA Communications (for NPOs)

• www.diosacommunications.com

• http://nonprofitorgs.wordpress.com

• @NonprofitOrgs

• Chris Brogan

• www.chrisbrogan.com

• @chrisbrogan

• Social Media Examiner

• www.socialmediaexaminer.com

• @smexaminer

• MarketingProfs

• www.marketingprofs.com

• @MarketingProfs

• Edudemic (for edu, tech enthusiasts)

• www.edudemic.com

• @edudemic

• Steve Rubel

• http://www.steverubel.me/

• @steverubel

Sources

• http://www.ignitesocialmedia.com/social-media-stats/2011-social-network-analysis-report/

• http://www.fredcavazza.net/2010/12/14/social-media-landscape-2011/

• http://www.facebook.com/press/info.php?statistics

• http://blog.twitter.com/2011/09/one-hundred-million-voices.html

• http://www.youtube.com/t/press_statistics

• http://www.digitalbuzzblog.com/infographic-facebook-vs-twitter-demographics-2010-2011/

• http://www.techvibes.com/blog/twitter-grows-linkedin-stagnates-and-facebook-still-wears-the-crown-a-social-networking-infographic-2011-09-07

• http://www.comscoredatamine.com/2011/06/average-time-spent-on-social-networking-sites-across-geographies/

Sources

• http://pewinternet.org/Reports/2011/Twitter-Update-2011/Main-Report.aspx

• http://www.istrategylabs.com/2010/01/facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/

• http://www.comscore.com/Press_Events/Press_Releases/2011/9/comScore_Media_Metrix_Ranks_Top_50_U.S._Web_Properties_for_August_2011

• http://www.istrategylabs.com/2009/02/twitter-2009-demographics-and-statistics/

• http://mashable.com/2011/08/29/beyonce-baby/

• http://marketing.linkedin.com/audience

• http://press.linkedin.com/about

• http://www.pbs.org/mediashift/2011/09/google-social-media-upstart-worse-than-a-ghost-town262.html