What Social Media Platform is Right For You?

Transcription

1 What Social Media Platform is Right For You? Social Media Overview March 25, 2015 Michele (Twitter) Review Your objectives Why Social Matters Review the major social media platforms 1 1

2 For the Chat Box Nature of business/profession What do you hope or think social media might add? Example: Florist, Winery, Produce Stand Extension agent Farm Advocate for Ag Services 2 My Background Education University of Delaware Bachelor of Arts - Journalism Masters of Arts Liberal Studies- (Project Thesis was a WordPress blog) 2014 extension Fellow (NE) Social Media best practices 2014 University of Delaware Social Media Marketing Strategy Certificate Social Media & others Facebook Pages: Delaware 4-H, UDExtension, UD Alumni, local politician, other personal Many slides courtesy of UD Social Media Marketing Strategy Certificate Program 3 2

3 WHY SOCIAL MEDIA MATTERS 4 #Socialnomics 2014 by Eric Qualman 5 3

4 WHO IS YOUR TARGET AUDIENCE? 6 PLATFORMS 7 4

5 I AM EATING A #DONUT I LIKE DONUTS THIS IS WHERE I EAT DONUTS HERE IS A VINTAGE PHOTO OF MY DONUT WATCH ME EAT A DONUT MY SKILLS INCLUDE DONUT EATING HERE S A DONUT RECIPE NOW LISTENING TO DONUTS LET S HANGOUT AND TALK ABOUT DONUTS I ATE A DONUT AND DISAPPEARED 8 9 5

6 Facebook 1.39 billion monthly users 107 billion users access on a mobile device 890 million daily users (82% outside US) 500 million users only access on a mobile devices years old = 29% years old = 25% Businesses are paying 122% more per ad unit than a year ago $2.66 billion spent in Q Twitter Approx. 1 billion users 35.5 million users in China (most in any country) 284 million monthly users 500 million tweets sent daily 78% of active users are on mobile 77% of accounts are outside the US AUDIENCE: Organizations, mom s, diverse demographic, reporters, government, NGOs Hashtag driven platform

7 Google+ 2.2 billion users 300 million monthly users American adults = 22% 3.3 minutes per month Communities AUDIENCE: Google employees, geeks, nerds, photographers Google SEO advantage Largest audience is Indonesia, India, Vietnam 12 YouTube 1 billion users 4 billion views per day 6 billion hours viewed per month 100 hours of video uploaded per minute Search Engine 2 nd to 4 th position Audience: Everyone Video fact sheets. How to s

8 LinkedIn 332 million active users 107 million 3 billion total users 2 new users per second 3 million business pages 1.5 million groups 17 minutes per visit on average Reached 200+ countries AUDIENCE: Professionals Job Seeking Networking Publishing (Pulse)

9 Pinterest 70 million users 80% of users are women 65% are ages billion monthly pageviews 80% of pins are repinned 14.2 minutes per visit on average 98 minutes spent on site monthly AUDIENCE: Females Oprah Audience Millennials, mom s, women

10 Instagram 300 million active monthly users 75 million daily users Up from 7.3 million a year ago 34% of teens and millennials (14-24 years old) use Instagram 98% of US users are on app 70 million photos posted daily Up from 40 million a year ago 20 billion photos shared AUDIENCE: Teens especially to adults

11 Vine 40 million users New Six seconds. Owned by Twitter Audience: Youth. Mobile only 20 SnapChat 100 million monthly active users 400 million Snapchats a day 71 % of users are under 25 32% of US teens (13-17) use Snapchat on a mobile device

12 Foursquare/Swarm 45 million users 3.5 billion check-ins 30 million tips 1.3 million business pages Launches Swarm in May Flickr 92 million users 3.5 million photos uploaded daily 8 billion photos Huge SEO driver to your website Prominence on Google search engine x.php/resource-how-many-peopleuse-the-top-social-media/ 23 12

13 Tumblr 420 million users 69 million users monthly (US) 217 million blogs 99 billion posts 24 TERMS AND DEFINITIONS 25 13

14 social media The interactions among people through creating and sharing content in virtual communities. Examples: Facebook, Twitter 26 hashtag A string of letters or numbers preceded by a pound sign that, when combined is commonly used to create search terms within social networking sites. Example: #FarmDE #AgChat #nature #horses #gardening 27 14

15 tag Label for organizing content, often times used on blogs. Examples: music, art therapy 28 paid media When a brand pays to leverage a social media platform. Example: Facebook ads, paid search 29 15

16 owned media A company s branded platform, which it manages. Example: website, blog, Twitter account 30 earned media Customer-generated content. Example: Unprovoked praise on a user s Twitter account mentioning the company

17 shared media Brand content that propogates from one social network user to another. Examples: Facebook, Twitter, YouTube 32 Curated media Collecting original, shared, earned and paid media (other people s content) in a platform you control & get credit for Example: Creating a Storify/Rebel Mouse/Tagboard account

18 SEO Acronym for search engine optimization, which is the process of integrating keywords, tags and terms into your website to boost its search engine ranking. Example: CNN uses: CNN, CNN news, CNN.com, CNN TV, news, news online, breaking news, U.S. news, world news, weather, business, CNN money, sports, politics, law, technology, entertainment, education, travel, health, special reports, autos, developing story, news video 34 algorithm A set of rules that define placement of content on social networking sites. Example: Facebook s Story Bumping, Edge Rank (previously used by Facebook) 35 18

19 avatar Thumbnail size image that appears next to a username on social networking sites. Often a brand/logo 36 viral Content that is quickly shared online across social networking sites. Example: YouTube videos 37 19

20 reach The number of online users who saw or were exposed your content. 38 Engage/Engagement (Rate) verb/ Interacting with the content by liking, replying, repining, commenting, sharing The number of online users who saw or were exposed your content. (Higher the better) 39 20

21 WHO IS USING SOCIAL MEDIA? 40 Pew Internet Report 74 % of adults online use social networking sites

22 Facebook Still Rules

23 Demographics of social media 44 Approaches to Social Media Rifle Approach Pick one or two platforms Learn them well Specialize (+) Better for time management (-) Limits your reach More comfortable for newbies Shotgun Approach Go on everything and splatter your news everywhere! (+) Greater exposure/reach (-) Time management nightmare! Tools available to help 45 23

24 You Can t Do It All! How to proceed? 1. Define your target audience 2. Select 2 platforms that reach that audience 3. Study how similar organizations use social media 1. Look for their engagement/number of followers/content 4. Create a plan for your business or organization 5. Identify who will serve as social media agents/teams 6. Study your analytics. Followers. Fans, Likes growing? 7. Are people engaging? Sharing, Retweeting,Commenting, Favoriting,Liking 46 AVOID CONNECTED ACCOUNTS!!!!! 47 24

25 Upcoming Sessions 03/25/15 What social Media Platform is Right for you? Michele Walfred 04/08/15 Twitter for Newbies Michele Walfred 04/22/15 Twitter Tier Two Michele Walfred 05/13/15 Creating a Strategic Social Media Plan for your Business Michele Walfred 05/27/15 Personal or Professional Branding on Social Media Michele Walfred 06/10/15 Linkedin Michele Walfred 06/24/15 Social Media Privacy Christy Mannering 07/08/15 Analytics Christy Mannering 07/22/15 Enterprise Budgeting Shannon Dill 08/12/15 Editorial Calendars Christy Mannering 08/26/15 Newsletters Christy Mannering 09/09/15 How to Create a WordPress Blog Michele Walfred 09/23/15 Agvocacy Michele Walfred 10/14/15 Figuring out Facebook Pages Michele Walfred 48 Questions Social Media Overview March 25, 2014 Meredith Chapman 25