WHAT IS SOCIAL MEDIA?
Social Media includes web-based and mobile technologies used to turn communication into interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as:
“A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated user content.”
COMMUNICATIONS & SOCIAL MEDIA
Spaced defined by media owner defined by consumer. The brand in control has to put the consumer in control. One way communication is delivering a message. Two way-being part of a conversation Repeating the message. Adapting the message/beta. Focused on the brand. Focused on consumer/Adding value and Entertaining, influencing, involving company-created content and user-created content/co-creation.
Social media categories: Communication, blogs, micro blogs, internet forum, social network, list serve, collaboration, wikis, social bookmarks, social news, reviews, and entertainment, photo sharing, video sharing, live casting, audio and music sharing, virtual worlds, and games.
Social Media is media for social interaction as a super-set beyond social communication. Enabled by ubiquitously accessible and scalable communication techniques, social media has substantially changed the way organizations, communities, and individuals communicate.
CLASSIFICATIONS OF SOCIAL MEDIA
Social Media technologies take on many different forms including magazines, Internet forums, weblogs, social blogs, microblogging, wikis, podcasts, photographs or pictures, video, rating, and social bookmarking. By applying a set of theories in the field of media research (social presence, media richness) and social processes (self-presentation, self-disclosure) Kaplan and Haenlein created a classification scheme for different social media types in their Business Horizons article published in 2010. According to Kaplan and Haenlein there are six different types of social media: collaborative projects (Wikipedia), blogs and microblogs (Twitter, pownce, plurk, adocu, twitxr, tweetpeek), content communities (YouTube, slideshare, flickr, feedback, crowdstorm, lastfm), social networking sites (Facebook, myspace, bebo, orkut, hi5, LinkedIn, ning, twitter, jaiku, plazes, skype, phorum, google talk),virtual game worlds (World of Worldcraft), and virtual social worlds (Barbie girls, club penguin, stardoll, gaio, harbo, Second Life). Other applications inclue social games (SGN, 3 rings, kongregate, doof, café.com, pogo.com), Livecats (Y! live, livecastr, kyte, qik, blogtv), and Lifestream (socialzr, profilactic, lifestream, freindfeed, socailthing).
Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP. Many of these social media services can be integrated via social network aggregation platforms.
The honeycomb framework defines how social media services focus on some or all of seven functional building blocks (identity, conversations, sharing, presence, relationships, reputation, and groups). These building blocks help understand the engagement needs of the social media audience. For instance, LinkedIn users care mostly about identity, reputation and relationships, whereas YouTube’s primary building blocks are sharing, conversations, groups and reputation. Many companies build their own social containers that attempt to link the seven functional building blocks around their brands. These are private communities that engage people around a narrower theme, as in around a particular brand, vocation or hobby, than social media containers such as Facebook or Google+.
Social Media has always been about telling a story to connect with people. People interact and engage with something that entertains and touches their emotions. The real way to build a social network should not be by connecting with as many people as possible, but by sharing content and providing information in a variety of creative ways. Check out this great article that teaches us the ethical way to build a social network. Here’s a good intro for all you social media newbies out there to check out too.
SOCIAL MEDIA TRENDS
Social media is not just for twenty-something’s; it is part of everyone’s daily life. In 2004, it was just for college kids. In 2008, the age of the average user jumped to 33. In 2010, it was up ever further to age 38. Social Media is a great way for you create Profitable Personal Branding also. Learn How to Update Your Online Marketing Strategy in 2014. Here is a list of the Top 10 Most Popular Articles of 2013 and Why Large-Brand Case Studies Don’t Work for Small Business. Social Media is differnt for small business vs. corporarions. Which Social Network Should I Use for My Business. Check out SocialMediaOnlineClasses.com Most Popular Articles of 2013 to get you started.
SOCIAL MEDIA ROI CYCLE
Stage 1: Launch
Focus on launching the Big 4: LinkedIn, Facebook, Twitter, and YouTube. The approach should be executional and focus on short-term. Your objective should be to create a Social Media presence. Results are negligible.
Stage 2: Management
Roughly 60% of a company’s efforts are focused on the Big 4. About 10% of the focus is on creative (content creation) and offer development, 20% on tracking quantitative metrics such as traffic, inbound links, Facebook likes, and about 10% on qualitative metrics such as brand sentiment, survey results and customer polls. The approach should be tactical and focus on mid-term. The objective is customer engagement and the results should be to increase traffic. Engage prospects and customers in some way that gets them to connect with the brand. For example, buying something, but it can also mean downloading a white paper, Liking a Facebook page, responding to a survey or any other tangible evidence that they’re connecting with your brand.
Stage 3: Optimization
About 25% of the focus is on the Big 4 and about 30% is evenly split among creative and offer development, quantitative metrics and qualitative metrics. About 25% of the focus is on improving conversion and optimization of campaigns. Improving conversion and optimization means tracking inbound leads and traffic across social media platforms using Atlas and Dart tracking and watching those leads turn into customers, either on e-commerce landing pages or through B2B lead generation programs. It also means testing your way into success such as simple as testing two different landing pages. You could also try multivariate testing that tests more than one component of your website at a time. The final 20% of a company’s efforts include measuring the success of your campaign on an ROI basis. This process involves understanding your Customer Lifetime Value (the total revenue the average customer generates for your business during the lifetime of their engagement with you), then using your CLV to compare it to the results generated by your social media campaign. Check out Jamie Turner of BKV Digital’s slideshare page and book “How to Make Money with Social Media.”
OUTSOURCING SOCIAL MEDIA
A lot of companies will outsource Social Media Marketing. The State of Social Media for Small Business. Local Social Media Marketing will be huge in your success. Analyze a social media campaign from your own perspective, write about updates or changes to a social media platform, or write about your view on how the space affects buyer decision-making – there are endless opportunities to showcase your knowledge and thinking.
Some popular courses include ADMA Social Media Marketing Essentials (as well as other ADMA courses) and SMK social media workshops. However do your homework as there are plenty of courses out there and not all of them are delivered by people who really know their stuff. Easy ways to identify social media experts include scouring Twitter lists, reading articles on Mumbrella and Marketing Magazine, and doing searches on LinkedIn.
AMPLIFYING YOUR CONTENT WITH SOCIAL MEDIA
Social media can be used to delight, staying connected with customers, and keeping them happy. Foster connections, generate leads, and amplify messages with your social media efforts. The science of social media is constantly changing with critical updates so be sure to ask questions and react accordingly. 80% of your social media content should be helping, while the other 20% should be promotion. Have a mix of content and utilize your social media marketing toolkit by using questions, videos, eBooks, blog pots, contest, etc. You can cut down on your time with social media by utilizing a plethora of other methods and tools. Be sure to share others content and customize your content for each social network. Which posts get most clicks and shares? You can easily get 1,000 followers on Twitter and create shareable graphics on social media. Analyze your social media effort and refine. See 17 Customizable Templates for Creating Shareable Graphics on Social Media for more ideas!
CREATING CONTENT WITH A PURPOSE
Content is the message your inbound marketing strategy delivers. Creating killer marketing content and a content machine to distributing that content is crucial to driving customers through the marketing funnel. Understand problems of potential customers: buyer personas and buyer journey. Create content with keywords your customer are looking for. Research conversations in Internet forums, popular industry news, sales/supports (faqs), personas goals and challenges. Always talk benefits not features with your content ask yourself “Who does this help?”
ANALYZE YOUR CONTENT METRICS
- Number of visits
- Leads generated
- Social Proof
- Inbound Links
- Content Performance by topic
- Content performance by format
3 WAYS TO BREAKDOWN CONTENT MARKETING
- Plan: persona, buyer’s journey, distribution, creation timeline, who’s responsible, goal
- Produce: What to make and what it’s about
- Distribute: pages, blog, social media, landing pages, email, etc.
- Visits goal:
- Lead goal
- Customers goal
INTERNATIONAL SOCIAL MEDIA MARKETS
Among Nielsen’s 10 Internet-metered markets, Australian Internet users spend the most time visiting social networks and blogs, averaging 7 hours, 17 minutes per person. Orkut is the #1 social networking and blog site in Brazil, visited by 30.3 million Brazilians in May 2011, 11 percent more visitors than #2 site Facebook. Nearly a quarter of active French Internet users – 9.6 million – visited #2 social networking site Overblog. German Internet users spend more time on social networks and blogs than they do any other online category of sites, a total of 12.7 billion minutes during May 2011. Italian Internet users spend nearly one-third of their time online visiting social networks and blogs (31% of total Internet time). FC2 Blog – the top social networking site in Japan during May 2011 – was visited by over half of active Japanese Internet users. Although Spanish Internet users spend the most total time on #1 site Facebook, they average the most time per person on #4 site Tuenti (4 hours, 42 minutes per person). Social networks and blogs reach 60 percent of active Internet users in Switzerland. Blogger is now the number #2 social networking and blog site in the U.S. with 50.1 million unique U.S. visitors, up 17 percent from a year ago. Internet users in the U.K. viewed 229.6 million pages on Tumblr, the second most page views on any social network or blog in the country after Facebook (20.2 billion page views).
SOCIAL MEDIA DATA
The effectiveness of your social media efforts really depends on what objectives you had set at the start of your campaign. Set a social media-marketing goal. What are you trying to accomplish by monitoring your social media presence? Do you want to find conversations that could help drive traffic to your website? Increase your (or your company’s) thought leadership? Generate Sales, leads, buzz? Select one or two specific goals, to target your efforts and streamline your process to specifically reach those goals. Set up a Twitter account, LinkedIn Group, and Facebook Page for your company. Encourage employees to set up personal Twitter, LinkedIn, and perhaps Quora accounts. Make sure to include photo/logo, links back to your website, and content about you or your company.LinkedinPurpose is for networking, recruiting, content promoting when relevant, and generating though leadership.
1. Use Social Data To Evaluate Marketing Spend
Social media insights can help you know whether your biggest advertising spends are creating major market buzz–and if they’re not, it might be time to pull the plug.
Ryan Eckel, vice president of brand marketing for Dick’s Sporting Goods(a newBrandAnalytics client), uses social media to measure the impact of the sports retailer’s TV ad campaigns, such as its wildly popular “Untouchable” spots. “We track volume and customer sentiment using a social intelligence platform that lets us see what’s trending in real-time. When key messages from our TV spots are picked up on social sites, blogs, and forums, I know we’ve hit on something that really resonates,” Eckel said.
From an ROI perspective, marketing messages that don’t inspire consumers to say something online could be a good reason to rethink your messaging strategy.
2. Use Social Data To Find The Perfect Site For New Locations
Investing in a new storefront is a major expense–and social media feedback can help ensure a new property is destined for success. Social data reveals that in major metropolitan areas, for example, patrons at urban restaurant locations complain more frequently about loud noise, while reviewers in the suburbs have more issues with lack of parking. If your business is looking for space to set up a new shop, then review social data from your existing locations to understand what your customers care about most, and use this to work with your real estate agent and operations team so they can choose a place that works for your customers.
3. Use Social Data To Prioritize Renovations And Upgrades
While you budget for property renovations or store improvements, social media can help determine which upgrades are really worth the spend. For example, would guest loyalty improve the most with improved food service or free WiFi connection? CMOs and operators can use social media intelligence to identify which items are the most frequently associated with guest loyalty and intent to return. Then, after implementing the upgrades, it’s easy to track a change in sentiment and the corresponding business benefit. The right insights can make it that simple.
4. Use Social Data To Test Out New Products And Pricing
Introducing a new product or service to the market can cost thousands (if not millions) of dollars, and the pressure to get it right is intense. Examine social media conversations to add another level of product insight, both in real time and over the long term, to gauge the reception and identify trends. While your POS data might tell you one thing, social customer feedback may share a very different story. Your guests may try anything once, but the real questions are: Will they choose it again, and will they be back for more?
Slicing and dicing online feedback is also an easy way to monitor the true product reception–take it a step further and use geofenced views to determine which customers arereceptive to the price and value delivered by the product.
5. Use Social Data To Allocate Staff Resources
Estimating employee bandwidth is difficult for many organizations, but social media feedback can show where additional staff resources are most important. If a hotel’s online reviews show a negative trend around long wait times at the front desk, it could mean it is understaffed, or it could mean the existing attendants need better training to process check-ins more efficiently. Social data can help parse the feedback to deliver more accurate insight into the underlying issue.
Having the right resources to mine your social data can be another tough decision. Should you expand your marketing team to handle a sudden influx of social media commentary, or would implementing a tech solution make the volume manageable?
“We’d recently budgeted for a new full-time communications specialist to manage our guest reviews and monitor all online properties,” said Jennifer Motruk Loy, vice president of marketing forFarmers Restaurant Group (another newBrandAnalytics client). “Even so, the high volume of feedback meant that it often took up to a week to collect, review, analyze and assemble our datafor easy consumption by managers and executives.”
By automating part of this process through a social media monitoring platform that delivers insights daily, Motruk Loy and her group wereable to refocus staff resources. Now they work to improve the guest experience instead of spending so much time on data collection and analysis, and management teams are able to immediately address operational issues. With more efficient systems in place, social platforms can deliver results beyond just brand awareness–they can help staff stay focused on what matters most for winning and keeping loyal guests.
Your 2014 marketing budgets may be in, but don’t call it a day just yet: A smart investment in social media delivers business intelligence all year long. By tapping into the feedback your customers share on social media platforms, you can access in real time the kind of market research that usually takes months to gather–all while getting direct, unbiased insight into the investments that will deliver the best results for both your business and your guests.
- Social Fan/follower data – how many people are in our various networks and how are they growing?
- Social interaction data – how are people interacting with, sharing and re-sharing our content on social networks?
- Social content performance – how is the content we’re producing on social sites performing?
- Traffic data – how many visits and visitors did social drive to our sites?
- Know your ROI of Social Media
- How many customers do you get on a monthly basis?
- What is your growth rate of sales and number of patrons? (% of mentions/overall number of Patrons)
- Average table size
- Are you able to put us as a user on your Google analytics?
HOW SOCIAL MEDIA IMPACTS SALES
*exclude natural growth rate
- During: Pictures, check-in, comment
- After: talking about food
- Before: Can’t wait to go
- Mentions of brand:
Depends on the amount of setup. Setup. content, maintenance, tracking, and results. SocialSteve: A Real Look At Social Media Influence. “How do we identify the right influencers” are missing the point and asking the wrong question. Identifying the “right influencers” for a program or brand is a manageable task, it’s just a process. It takes a little experience and skill, and helpful tools are getting better and better, and it’s a known quantity.
SOCIAL MEDIA PUBLICATIONS
TechCrunch, Mashable, Social Media Today
Ex: Fiftythreee, Goodreads, PolicyMic, Quirky, Houzz, Codecademy, 99 designs, Minted, Learnist, Vdacity, edx, courser
Advocacy + Discretionary Effort + Intent to Stay= Engagement; Quantum Workplace
Social Media Design Specifications:
Add Like sharing buttons to your blog posts by installing a plugin. The Shareaholic WordPress plugin is highly recommended — you can download it here.
Maximize Social Business
American Public Media’s Marketplace (marketplace.org)
Facebook Marketing page
QUESTIONS FOR SHARING CONTENT ON SOCIAL MEDIA
- Will anyone in the community find this useful? Will anyone be offended by it?
- Who (what segments of the community) will enjoy it? Pieces of content that you share in social media don’t have to be relevant to everyone in the community all the time.
- What about this content will they enjoy?
- How likely is the content to breed discussion and foster reaction?
- Is the content produced by you or another source?
- Does it fit into a framework that works in terms of sharing your content and that produced by others with your community? You don’t want to always share stuff you produce because you risk sounding like a blowhard.
- If the content you are sharing is produced by you, is it “about you” (say mention of a sale, promotion, news article on you) or is it of use to a segment in your community?
- If the content is not yours, who’s is it?
- Is sharing content from someone else going to help you become closer to its producer? This is important, especially in a PR/influencer relations context.
- After you share a piece of content, how likely is it that others in your community are going to further share it?
- How are you measuring the effectiveness of the piece of content you share?
JOB HUNTING STRATEGIES USING SOCIAL MEDIA
Ask for job shadow positions. Not just throwing money as a sponsor but here becuase they want to be here. “I wanna help somebody and I wanna do it right.” Make a lists of strengths/weakness “elevator pitch.” List three keywords for yourself. You need to build relationships, Facebook Marketplace-app, refresh posing every 24 hours. Branchout by responding to updates on Linkedin/interactive feature, like linkedin/biggest secret-keyword searches for your industry. Who has viewed your profile? Linkedin recruiter/hr people like to eat/looking for Human Resources people. Be in at least 2 professional organizations.
SOCIAL MEDIA IN ONLINE EDUCATION