Social Media 101 67 percent of Internet users are using social media
What is social media? Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks. Where are your customers? That s where you need to be. (Facebook, Twitter, Pinterest, YouTube, LinkedIn, Instagram, Google+, Flickr, Tout, Vine, Tumblr, Blogger, WordPress.)
After your news is published Share it on Facebook Tweet a link Pin it on Pinterest Tout it
Curate it all on RebelMouse https://www.rebelmouse.com/communitymedial/ Create a microsite using a hashtags, bringing in RSS feeds, Pinterest, Flickr and Twitter mentions. https://www.rebelmouse.com/michiganmade/
Say what? Search: allows you to find and rank specific keywords. Keywords are indexed by the search engines. Messages: allows you to privately engage with specific prospects. Events: allow you to promote events and see attendees to create follow up strategies. Voting/crowdsourcing: allows you to take the pulse of your marketplace. Applications: a wide variety exist to customize any aspect of your social strategy. Source Consumer Solutions, NY
Social media users
Twitter Twitter has 500 million users Tips Choose the right @ name Follow key players in your industry 140 characters when sending tweets make sure your posts are only 55 characters so people can modify tweet and comment RT retweet MT modify tweet # - hashtags group conversations @macombmedialab (mention calls it to their attention for possible retweet or commenting) DM direct message URL shorteners bitly.com Analytics- see how many people clicked on your link
Who is on Twitter? Local and national nonprofit organizations Local businesses and national chains School teachers, administrators and students Government agencies Higher education Police and government officials Journalists, media companies and bloggers Moms, dads, grandparents, kids and neighbors Most importantly: Your loyal customers, potential customers, audience and colleagues
(Try to keep name and Twitter handle consistent) Are you following.. Local businesses (Need to tweet more often) Our media lab Business groups (Follow their followers!)
What to use Twitter for Twitter is made up of 140-character messages called Tweets. You can do a lot with 140 characters like include videos and photos. It s an easy way to bring you closer to the people and topics you care about. Monitor the activities and discussions of your audience and community. Connect with people, follow trends, read developing or breaking news. Connect with colleagues, share ideas with or get ideas from them. Crowdsourcing: Polls, contests, feedback, interaction. Drive traffic to your content. (Website, blog, Facebook page, Pinterest, Tout) Twitter connects you to your customers in real time. People turn to Twitter to talk about your business and your industry. This gives you powerful context to connect directly with present and future customers in real time.
When to post Bit.ly revealed that posting links to Twitter between the hours of 1 p.m. and 3 p.m. ET will give you the highest click rank, especially on days earlier in the week. Meanwhile, sending a tweet with a link after 8 p.m. should be avoided as should posting links after 3 p.m. on Fridays. The half-life of a link posted to Twitter is about 2.8 hours, according to bit.ly. Facebook's optimal posting times are slightly different than Twitter. Links sent between 1 p.m. and 4 p.m. get the most traction, with Wednesday at 3 p.m. being the best time to post on Facebook all week. Source: Steve Buttry
Twitter Tips Be yourself, be authentic. There s no need to be overly formal on Twitter. Your Tweets should reflect the individuality and personality of your business. People respond best to friendly, conversational Tweets. Stand out. It s a crowded digital world out there. Use Twitter to share unique information about your company that your customers can t find elsewhere, like behind-thescenes photos, discounts or new product previews. Learn the difference between voice and tone. Voice doesn t change this is a consistent part of your brand s personality. However, tone is an adaptable element that should always be adjusted to the situation. For example, even if your business s Twitter voice is irreverent and jokey, you ll probably want to shift your tone in a conversation with a stressed customer to be more comforting and respectful. Interact and respond. Reply when people tweet about you. Favorite and retweet positive messages, and thank those who praise you. Keep in mind that Retweets can also represent your voice and brand personality. Promptly address critical Tweets about your business in a calm, helpful manner. Source: https://business.twitter.com/establish-your-brand-personality
Twitter Tips Click on some hashtags, at least one a day. Reply to some tweets and send some direct messages. Twitter is really about interacting with the tweeps, so you need to start experiencing that right away. Browse your Twitter stream a few times each day, clicking on some links and replying to some people. Twitter is a conversation, and if you re always talking and never listening, people will stop listening to you. Search for a keyword (or several) that pops up in the news to see whether people are tweeting about it.
Find your audience Also, find your audience by checking to see who is following your colleagues, competition or similar groups. Follow them and they usually follow back.
Have a Conversation on Twitter Twitter is a conversational platform. Reply to tweeps who address you. Retweet things you find interesting. Pass on links you enjoyed or found useful. Thank tweeps who help you. Use a conversational tone. Don t be a bore. Correct your errors quickly and humbly. Be yourself. Be fun to follow. IMPORTANT STUFF! Source: Steve Buttry
Facebook fan page Create a strategy Create a group, encourage interaction, create content Also, participate in others groups. List possible FB groups.
Facebook Share with your Facebook audience Links to content Posts: General messages, alerts, updates Photos Videos Events Shares Likes Instagram Pinterest Notes (shout-outs and thanks)
Example: Willow Tree Photo Albums
What is Tout? Twitter for video Capture short video updates via mobile or desktop app Basic accounts = 15 seconds Pro accounts = 15 45 seconds Social-media sharing enabled: Twitter, FB, LinkedIn, Google +, Pinterest Touts can be managed via the desktop version of Tout.com and the mobile app Tout widgets can also be embedded and curate by #hashtags and/or usernames
Getting Started: Desktop 1. Visit www.tout.com or download Tout mobile app iphone = App Store Android = Google Play Store 2. Sign-up with your Twitter login (on desktop, via Other ) 3. Enter your Twitter username/password 4. Click on your username, then Settings 5. Add your Profile Picture, Full Name, bio and work e-mail address 6. Email your Tout handle and work e-mail to your local Tout coordinator
Desktop: Record or Upload Click New Tout Two options: Record (via webcam) or Upload (< 40MB file from desktop) Allow Adobe Flash to enable your webcam and record a Tout Give your Tout a proper title with hashtags/@mentions and share to social media
Getting Started: Mobile 1. Download and open Tout mobile app 2. Sign-in with your Twitter login 3. Find & follow those in your region 1. Record Tout by pressing the center camera icon Note: You can stop/start-record (similar to Vine) 3 2 4
How could you use Tout? Teaser to latest blog post New product arrivals Events and fundraiser promotions and coverage Promote contests giving away product Share news with media Share staff promotions Share opinion and thoughts Promote your community involvement
Tout as a news partner Use the tool to tout upcoming festivals, high school sports, breaking news and community events with your local news site (Macomb Daily, Advisor & Source, and Voice) mentioned in the caption @macombdaily @advisorsource @voicenewsnb and use #hashtags. Share it on Twitter and Facebook. Example: #Music festival in #Romeo. Check it out @macombdaily #MacombNews.
Youtube largest video sharing site When setting up account try to use professional name Three categories: educate, inform or entertain Videos should be somewhat professional and somewhat lax Participate in the community Check analytics Pure Michigan: http://www.youtube.com/user/puremichigan
Online Video Number of hours dedicating to it daily/weekly/monthly Short term objectives: Update videos on social video sites and link to core site Youtube Create video series for Youtube Create Youtube channel (product demonstration videos) Facebook Key Metrics: Referrals from social video sites Views of videos on social sites Pages ranking on key terms from Youtube
Photo Sharing Pinterest: 70 million users (68 percent women with average household income 100K+, 50 percent have kids. Most spend 15 minutes on Pinterest, as opposed to 12 minutes on Facebook.) Instagram: 150 million users Flickr: 51 million users When setting up account try to use professional name Engage customers Have them post photos Run contests Show your product or service to potential customers Increase traffic to your website, Facebook page, blog or Twitter account
Pinterest 1. Reserve Your Space Just like you would reserve a Twitter handle for your brand, secure a Pinterest user name. Some Pinterest members are already using brand names and logos for which they have no affiliation. Some brands have jumped in to reserve their spaces without yet posting any content, including Karen Millen and Diane von Furstenberg. Registration only takes just a minute; plus you can use the graphics and profile information from your existing Twitter or Facebook page. 2. Leverage Your Brand Values Think color, style and brand values. You ve already invested in expensive photography to showcase your products. This is where you can leverage that investment and bring your brand alive. Pinterest allows you to display big, high-quality images, like this fullpage Nordstrom image. Don t limit your pins to straight product shots, but leverage your entire catalog of photography. 8 Strategies for Launching a Brand Presence on Pinterest Source: http://on.mash.to/19jlqfe
Pinterest 3. Themes, Not Product Promotion Pinterest is centered around interests, like weddings, baby showers, home décor, gifts, recipes, color, etc. Leverage these themes by creating mood boards relevant to your brand and its latest styles. These mood boards should convey a consistent image, not be a simple look book of your products. Scatter your products throughout the board, but be careful to make sure that you are also mixing external content which echoes your product themes. For example, West Elm built an "aquamarine" mood board. There are only three West Elm products on this page; the others are images from around the web, each of which expands on the theme. 4. Include Prices Prices help customers to identify particular items for sale. For example, Gap included a price banner by typing the dollar value in the pin description. Remember, however, to make price changes when items go on sale. 8 Strategies for Launching a Brand Presence on Pinterest Source: http://on.mash.to/19jlqfe
Pinterest 5. Use Hashtags Many people are unaware that Pinterest supports hashtags, similar to Twitter. Because of the theme nature of Pinterest, hashtags can offer organization support. For example, tagging each of the pinned photographs "#aquamarine" increases the chances that the West Elm mood board be found in search. As Pinterest grows, this will become increasingly important. Moreover, the sharing tools built into Pinterest will automatically pick up your hashtags, so when your pins are shared or repinned, they'll carry your hashtags with them. 6. Add the "Pin It" Button Add the Pinterest "Pin It" button to your ecommerce site, right next to your Facebook Like button. This makes it easy for your website visitors to add images from your product pages directly to their boards. 8 Strategies for Launching a Brand Presence on Pinterest Source: http://on.mash.to/19jlqfe
Pinterest 7. Engage with the Community Like all other social networks, you need to listen and engage, not simply broadcast your message. Try allowing members of the community to post to your boards, but be sure to monitor activity for appropriate content. When users upload their own pins to your boards, your themed boards will grow and you'll quickly become part of the community fabric. 8. A Word of Caution When you are pinning your brand s photographs, it s clear you are not infringing anyone else s copyright they are your images. But when you add images from across the web, you don t own that content. And as a brand, you are using it for commercial purposes. This is a legal gray area, and should be reviewed with your in-house counsel. Do you think brands should jump on the Pinterest bandwagon, or wait to find out whether the social network makes it big? Let us know your thoughts in the comments below. 8 Strategies for Launching a Brand Presence on Pinterest Source: http://on.mash.to/19jlqfe
Metrics Google Alerts www.googlealerts.com Google Analytics www.googleanalytics.com 50 analytics tools http://bit.ly/18xpkry