Table of Contents mini SOCIALMEDIA playbook The ultimate playbook to successfully guide your virtual brand. Introduc)on of Social Media Social Media Channel Fact Sheets Social Integra)on Successful Social Media Campaigns PRISM We are the Future Social Media
Facebook Facebook is the most widely used pla?orm by both students and non- students and is used as an avenue to interact with friends as well as an outlet for personal expression and visibility. When to Use: Good place for pos)ng personal informa)on, but also for pos)ng content ranging from entertainment to academic in nature. Why Use: Poten)al to be a forum for gathering peer reviews when shopping for schools, majors, classes, etc. Advantages: Credible traffic funnel, highly personalized adver)sing, social plug- ins, Likes Func6ons: SOCIAL, PERSONAL, INFORMATIONAL www.facebook.com/vtpamplin Facebook Places Facebook Places is a loca)on- based social media channel used to iden)fy check- in s by tagging your loca)on, photos and videos. When to Use: Simply tag your loca)on for business or personal use so that people can see where you are/have been. Why Use: Build an experien)al resume for yourself by sharing content with an accompanying loca)on to create an impact. Advantages: Service that provides a pla?orm for marke)ng and promo)on, and provides opportunity to build customer loyalty. Func6ons: SOCIAL, BUSINESS www.facebook.com/pages/pamplin- Hall/ 147179385313312 Twitter Twi<er is a combina)on of blogging, emailing, social networking and tex)ng that allows users to cast a wide range of informa)on, news, current events and trends. When to Use: Engage to find out the latest informa)on and current events with students and brands. Why Use: Stay on top of industry trends and news while building a network of your own. Hashtags (#) and @ men)ons provide addi)onal informa)on about trending topics and links to Twifer accounts for people, companies, and brands. Advantages: The new face of marke)ng, credible traffic funnel, ability to follow companies or brands. Func6ons: SOCIAL, ENTERTAINMENT, INFORMATIONAL www.twifer.com/vatechbiz
Tumblr & Blogs YouTube LinkedIn Tumblr & Blogs are a type of website consis)ng of regular entries that channel personal thoughts and opinions, entertainment and/or insight to your company or brand. When to Use: Follow other brands to gain significant knowledge, share ideas and comment on other companies entries. Why Use: Become a thought leader and contribute to your brand personality. Advantages: Build rela)onships with influencers and prospects. Func6ons: ENTERTAINMENT, PERSONAL, INFORMATIONAL www.pamplinvt.tumblr.com YouTube is a video sharing website used for entertainment and leisure, as well as academic purposes. When to Use: Post entertaining videos or academic, informa)ve videos, and search for subject related video content. Why Use: Good outlet to post user- generated content. Advantages: YouTube videos are pla?orm- agnos)c and can be shared on nearly any pla?orm. Func6ons: ENTERTAINMENT www.youtube.com/user/pamplinvt LinkedIn is a business oriented social networking site that allows you to display your professional experience, academic accomplishments, connect with former and current colleagues, and perform prospect research. When to Use: Connect with other profession and educa)onal contacts for job purposes. Why Use: Most useful for making business connec)ons, developing personal brands and growing your professional networks. Advantages: Keep track of job posi)ons and connect with current or former employees. Func6ons: BUSINESS hfp://www.linkedin.com/groups/virginia- Tech- Pamplin- College- Business- 138724? gid=138724&mostpopular=&trk=tyah
Klout Scores itunesu itunesu is a powerful distribu)on tool for everything from lectures, videos, readings, and podcasts rela)ng to student, faculty and university content. When to Use: Post lectures, university content, student and faculty course material. Why Use: Innova)ve way to get educa)onal value into the hands of students. Advantages: Class is always in session. Func6ons: INFORMATIONAL, ENTERTAINMENT itunes > itunesu > Pamplin INFLUENCE OTHERS!!! Now that you have all this knowledge about social media in your back pocket Let s see what you can do with it! Klout Scores measure the amount of influence you have on your ability to drive ac)on. See how much of an influence YOU have on others through your social media channels! WHAT IS MEASURED??? True Reach: How many people you influence Amplifica6on: How much you influence them Network Impact: The influence of our network www.klout.com
Social Media Integration Social Media Facts 55.6 million adults, or just less Let s see how it all ties together than 1/3rd of the popula)on, in the US now visit social networks at least monthly There are 112 million blogs, with 120,000 new ones appearing each day. More than 120 million users log on to Facebook at least once each day The fastest growing Facebook demographic is those 35 years old and older [Source: Kodak] Social Media Facts 51% of users go to YouTube weekly or more oqen There are more women on Twifer (53%) than men (47%) Every minute, 10 hours of video is uploaded to YouTube. Thousands of companies large and small are ramping up their social media efforts from large corpora)ons to small neighborhood shops [Source: Kodak]
Successful Social Burt s Bees Bee Merry Tacky Sweater Facebook Tagging Donates $1 for every tagged sweater to One Warm Coat Dunkin Donuts Keep it Coolatta Post picture with any Coolafa beverage to Facebook fan page & add cap)on #CoolafaGiveaway to enter into daily sweepstakes Evian Live Young 95% of Roller- Baby ad views were on YouTube Retweeted 16K )mes on Twifer Successful Social Panera Make Today Better $40M campaign Launched because media spending was <1% of compe)tors Chiquita Banana Sticker Design 100K+ votes for 50 design finalists 1,355 s)ckers submifed online #1 design, 7,768 votes Starbucks My Starbucks Idea Open communica)on channel 705K Twifer followers Engage 5M Facebook fans Successful Social Old Spice The Man Your Man Could Smell Like Targets women now Commercial shown where couples would watch Response Campaign created video responses to consumers on YouTube Coca-Cola Open Happiness Skittles Real Time Filmmaking Facebook Machine In 2 wks, 21K videos uploaded on Facebook Facebook interac)ons rose 11K% and Sales grew 30% 16th- most- pop. Facebook page 33.5M views on YouTube Consumers control brand
Successful Social Mentos Gave away free UP2U gum to first 1000 Likes on Facebook Changing Mentos posi)oning WE ARE THE FUTURE Galaxy S Used Twifer to respond to iphone4 consumer dissa)sfac)on Sent 8 free Samsung phones to these dissa)sfied customers Generated 26K+ Twifer men)ons Increased buzz about Galaxy S by 117% PRISM Pamplin Reinventing Social Media