Social Media Update: What's Hot and What's Not - October 2013

Social Media Update:
What’s Hot… And What’s Not
JULIA CLAIRE CAMPBELL
FOUNDER, J CAMPBELL SOCIAL MARKETING
@JULIACSOCIAL
THE ENTERPRISE CENTER
AT SALEM STATE UNIVERSITY
OCTOBER 22, 2013

@JuliaCSocial @Enterprisectr #SMupdate

About Me
 J Campbell Social Marketing is a boutique digital

marketing firm based in Beverly, MA.
 Using online tools such as social media, blogs and
email marketing, I help nonprofits tell their stories
and connect with their supporters.
 I offer solutions to your social media problems –
through training, support and consulting services.
 Learn more at www.jcsocialmarketing.com


Before We Begin…
 Social media tools are always








changing.
“Getting on social media” is
not a marketing strategy.
Using social media will not
compensate for a bad product
or service.
Nothing is “free”.
Less is more.
There are one size fits all
answers.


Social & Mobile are HOT
 72% of online adults use social

networking sites.
 27% of online time is now
spent on social networking.
 6 out of 10 internet users ages
50-64 are on social networks.
 43% of those 65 and older are
using social networks!


Source: Pew Internet August 2013 http://pewinternet.org/Reports/2013/social-networking-sites.aspx

Social & Mobile are HOT
 57% of American adults

use their cell phone to go
online. (Pew Internet)
 Mobile usage will surpass
desktop usage in 2014.
(ComScore)
 Constant Contact found
that 43% of all emails are
being opened on a mobile
device.

Trends - 2014
Investment in social media is not a luxury.
It is simply a marketing necessity.
 Benefits include:










SEARCH!
Company branding
Improved brand awareness & affinity
Word-of-mouth marketing
Increased trust
Increased loyalty
Increased influence


Trends - 2014
Businesses are becoming more strategic and
intentional in their approach. They are:
 Hiring outside help or a full/part time person.
 Getting adequate training.
 Investing in measuring tools (SimplyMeasured,
Sprout Social, Salesforce).
 Becoming more discerning and savvy.
 Adopting a less-is-more philosophy.


Trends - 2014
Breaking down silos.
 One person simply cannot do it all.
 I suggest forming Social Media Committees or Social
Media Street Teams.


Trends - 2014
Visual-centric channels are (still) exploding.
 On Facebook, videos are shared 12X more than links and
text posts combined. Photos are liked 2X more than text
updates.
 On YouTube, 100 million users are taking a social action
on videos every week.
 Pinterest is referring more web traffic than Twitter,
StumbleUpon, LinkedIn, and Google+.
 36% of all shared links on Twitter are photos.
 Photo sharing is the most popular activity on Google+.

Reference: M Booth, Simply Measured, WishPond:
http://jcsocialmarketing.com/2013/05/pinterest-instagram-and-creatinga-visual-online-brand/

Trends - 2014
Businesses are investing in
graphics and visuals.
 Infographics
 Great photos
 Compelling visuals
 Facebook Cover photo, Twitter
background and header, Google+
header, YouTube channel, LinkedIn
Company Page Cover photo, etc.
We are all multi-media companies.

Not just for
tech nerds!

Google+

What’s Hot: Google+
Google+ is growing in
importance.
 You are signed up if you have
a Gmail account.
 Highest number of monthly
users (343 million).
 It remains the second most
actively used social network.
 All businesses need to
establish a Google+ page.

Reference: GlobalWebIndex: https://www.globalwebindex.net/signup/
ZDNET: http://www.zdnet.com/google-moves-up-to-second-place-in-social-networks-

/

7000010372

Getting started on Google+:
 Complete your profile – use keywords
in your tagline and introduction
 Upload a great cover image.
 Use your Circles strategically to send
out targeted posts.
 Join Communities.
 Longer, almost blog-like posts get the
most interaction.
 +1 items, share items, comment.

Getting started on Google+:

https://plus.google.com/u/0/b/11440653181
5335530731/114406531815335530731/posts


Claiming Google Authorship is paramount.
 “Google Authorship” was created with the goal of
allowing writers to claim their content.
 Allows searchers to find more content written by an
individual author.
 Claim your Google+ profile then go through the
“Contributor to” Set-up and list all the websites you
publish on.
 Complete guide is here:
http://searchengineland.com/the-definitive-guide-togoogle-authorship-markup-123218

Share
presentations,
white papers,
PDFs, webinars

SlideShare

What’s Hot: SlideShare
SlideShare is the world’s largest
community for sharing
presentations.
 60 million monthly visitors.
 130 million pageviews.
 In the World’s Top 10 tools for
education and elearning.
 LinkedIn bought the company last
May.
 Supports documents, PDFs, videos
and webinars.

SlideShare
My profile: http://www.slideshare.net/juliagulia77


Slideshare
Ideas for using Slideshare:
 Upload your presentations – can be private or public,
syncs with LinkedIn.
 Download presentations.
 Embed presentations in your blog or website.
 Share on Twitter, LinkedIn, and Facebook.
 You can sync mp3 audio with your slides to create a
webinar.
 You can embed videos inside presentations.

Not just for
moms and
teachers!

Pinterest

What’s Hot: Pinterest
 Pinterest has almost caught up with Twitter – 15% of

adult U.S. Internet users (16% on Twitter).
 Pinterest has 25 million monthly unique visitors.
 Pinterest posts last longer – Pinterest pins have a
half life of over one week. (Tweet is 5-25 minutes; 80
minutes for Facebook).
 Pinterest is aspirational, not of-the-moment.


All statistics from the Pew Internet & American Life Project
(PewInternet.org)


Why businesses should pay attention:
 Sephora’s Pinterest followers spend 15X more than
Facebook Fans.
 Pinterest users spend almost $170 in a shopping
session.
 Pins that include prices receive 36% more likes.
 BlogHer found that 84% of U.S. online consumers
trust information and advice from Pinterest.


What’s new:
 Expanded look for pinned articles – pinners pin
more than 5 million articles every day!
 Pinterest encourages users to create “Reading List”
boards.
 The “Tasteful” move into
monetization.
 Inclusion in Bing image
search.


Create a Pinterest Brand Page.
 You can convert a personal account to a business one.
 You can push pins out to Facebook and Twitter.
 Get “Pin It” buttons put on every item you sell online and
all blog posts; anything with a photo.
 Create at least 5 Boards based on your personality and
your business.
 Verify your account verification (that red check box in
the bio).
 Check out Pinterest Insights to measure your results.
https://pinterest.com/business/create/


What to pin?
 Products
 Reading List
 How-To Videos
 Scenic photos
 Group Boards featuring
your customers
 Infographics
 Articles/books to read

Even writing
140 characters
it just too
tedious!

Micro-Video

What’s Hot: Micro-Video
2/3 of the world’s data will be video by 2017
What is Vine?
 6 second video that loops.
 Strictly mobile app.
What is Instagram Video?
 15 second video uploaded to
Instagram.
 Strictly mobile app.

What’s Hot: Vine
 Vine opened its “doors” in January.
 In April 2013, Vine was the most downloaded app in

the Apple app store.
 5 tweets per second contain a Vine link.
 A branded Vine is 4x more likely to be seen than a
branded video.
 Thought leaders on Vine: McDonalds, GE, Red
Vines, Taco Bell, Virgin Mobile


Source: The 7th Chamber,
http://the7thchamber.com/blog/brands-on-vine/


What’s Hot: Vine
Best practices for Vine:
 Use hashtags so people can find you.
 Create How-To videos
 Introduce new products
 Promote brand contests
 Entertain and engage customers
 Use Vine + Twitter
 Be creative


What’s Hot: Vine
Businesses using Vine
Weather Channel – Behind the Scenes
https://vine.co/v/hqJF2DBVwXe
Lowe’s: How-To Video
https://vine.co/v/bU6WWdXtEYn
Opel: Showcase a Product
https://vine.co/v/bJ2EqwTWKQg


What’s Hot: Instagram
Instagram has 130 million users.
 Since the launch of Instagram Video, there has been a
37% increase in Instagram shares on Twitter.
 Instagram videos are creating two-times more
engagement than Instagram photos.
 Of the brands on Instagram, 62% have shared at least
one Instagram video.
 Used only on mobile devices – you can see and like
photos on a desktop but cannot upload or edit a photo


Source: Digiday: http://digiday.com/brands/15-stats-vine-andinstagram-video/


Best practices for Instagram Video & Photo:
 Have a healthy balance of fun pictures and business
images.
 Host photo contests. #Sonylove is a good example.
 Reward followers.
 Feature your customers!
 Promote events.
 Showcase your brand experience.


Businesses using Instagram Video
 Music: http://instagram.com/p/eXjGUOj9rT/
 Showcase your staff’s talents:

http://instagram.com/p/aye9vdyo-R/
 The Instagram Gal has lots of tips and examples:


http://www.suebzimmerman.com/


It’s back!!!

MySpace

What’s Hot: MySpace
Remember MySpace?
 It’s making a comeback, predominantly
amongst musicians and music-lovers.
 Went through a total rebranding.
 Cool iPhone app.
 Users can send and receive private
messages.
 Can create and listen to a personalized
radio station.

Questions?


No sign of
slowing down

The “Old” Guard

What’s Hot: Facebook
Facebook turns 10 in 2014!
Over 1 billion monthly active Facebook users.
Over 680 million mobile users.
700 billion minutes spent
on Facebook each month.
Average time spent on
Facebook per visit:
20 minutes.


New: Graph Search
 Very different from Google Search.
 Your privacy choices determine
what’s searchable.
 Different people see different results.
 “My friends who like PAGE NAME.”
 “Favorite interests of people who like PAGE NAME.”
 “Pages liked by people who like PAGE NAME.”


How business can use Graph Search
 Identify their own fans.
 Learn about interests and hobbies of fans.
 Identify interests of competitors’ fans.
 Identify potential business partnerships.
 Improve the quality of Facebook contests.
 Improve advertising spend.


Resource: Social Media Examiner
http://www.socialmediaexaminer.com/facebookgraph-search-marketing/


New: Improved Insights (Admin Panel)
 Easier to read demographics of your fans


My fans are 64% women and my highest demo is split
between 20% 25-34 year olds and 20% 35-44 year olds.

 When your fans are online feature
 Shows you what days and times your fans are online!
 Best post types feature
 Comparisons of your fans vs. general Facebook

audience
 Post Clicks stat



www.jonloomer.com

New: Contest restrictions eased.
Businesses used to have to use a third party app
For example, businesses can now:
 Collect entries by having users post on the Page or
comment/like a Page post
 Collect entries by having users message the Page
 Utilize likes as a voting mechanism
As before, however, businesses cannot administer
promotions on personal Timelines.
Source: https://www.facebook.com/facebookforbusiness/news/page-promotionsterms


What’s Hot: Twitter
Almost 600 million active Twitter users.
135K signing up every day.
58 million tweets per day.
Why use it?
According to Duct Tape Marketing founder
John Jantsch:
 “I get great insight when I ask questions;
 I get traffic;
 People on Twitter spread my thoughts to new
places.”

What’s Hot: Twitter
How are businesses using Twitter?
 Communicating with customers (@ComcastCares,
@JetBlue, @NikeSupport).
 Reaching influencers and celebrities.
 Connecting with the media.
 Driving traffic to websites and blogs.
 Use Twitter Advanced Search to find people locally.
 Running contests.


What’s Hot: YouTube
 More than 1 billion unique users visit

YouTube each month.
 #2 search engine in the world.
 Over 6 billion hours of video are watched
each month on YouTube—that's almost an
hour for every person on Earth, and 50%
more than last year.
 100 hours of video are uploaded to
YouTube every minute.


How are businesses using YouTube?
 YouTube Marketing – James Wedmore:


http://www.youtube.com/jameswedmore

 Brand awareness
 Advertising
 Retail promotion
 FAQs, customer support
 How To videos

 Trainings

What’s Hot: LinkedIn
 10 birthday was in May!
 238 million LinkedIn users.
 Two new users join every second.
 64% are outside the U.S.
 #1 social networking site for professionals!
 2.7 million LinkedIn

business pages.
 43% of marketers have
found a customer here.

How are businesses using LinkedIn?
 Don’t treat LinkedIn like just another billboard.
 HubSpot found that opening with a question works
better than just posting a link.
 LinkedIn found higher engagement on targeted posts.
 According to a Wildfire survey, 83% of consumers say
reviews often or sometimes impact their purchase
decisions. Recommendations count!


Source: http://marketing.linkedin.com/blog/good-company-howbest-class-marketers-use-linkedin-company-pages-grow-theirbusiness


What’s Hot: LinkedIn
Most Common Questions
1. Should I have a Company page?
2. What is the deal with endorsements?
Don’t ignore them.
You don’t have to reciprocate.
You can hide them.
Only first-degree connections can
endorse you.
Make sure you list your skills on your
profile to receive endorsements.
They don’t hurt, but they are not as
weighted as Recommendations and
Testimonials.

The future
present of
social.

Content & Curation

What’s Hot: Content Marketing
 Content is…
 Blog

posts
 E-books
 Books
 Slideshows
 Videos
 Facebook posts
 Tweets
 LinkedIn updates

What’s Hot: Content Marketing


Source: http://blog.hootsuite.com/converged-media-brito-part-1/

What’s Hot: Content Curation
 People who “editorially collect the best content






related to a specific niche.” (Forbes)
Targeted to a specific audience.
Examples: Digital storytelling for nonprofits; Social
media for health care; Website best practices for
retailers
Curators then enhance the content with personal
opinions and expertise.
―Content curators provide a customized, vetted
selection of the best and most relevant resources on
a very specific topic or theme.‖ – Beth Kanter


 Compare to a museum curator:
 They identify a theme, provide the context, decide which
paintings to hang on the wall, how they should be annotated,
and how they should be displayed. (Kanter)
 A good content curator

continually seeks, makes
sense of and shares the
best and most relevant
content on a particular
topic online.


 Tools for Content Curation
 Scoop.it – http://www.scoop.it/u/juliacampbell
 Storify.com – http://storify.com/jcsocial/sandberg
 Paper.li – Online newspaper
 List.ly – Social, visual lists (Top Marketing Books, Top
Crowdsourcing Sites, Must Read Tech Blogs)
 The Tweeted Times
 Pocket – Central place to pull in content from all your devices


How is time spent on social media?
 Strategy and

planning





Who is our audience
What resonates with
them?
Where are they already?

 Learning


Budget time to read blog
posts, attend seminars
and take webinars.


How is time spent on social media?
 Creating content






Researching posts
Formatting
Getting photos
Scheduling

 Listening
 Responding
 Acknowledgement
 Measurement

 Reporting


 Continuous

improvement
 Exploration

Tools
 Buffer – www.bufferapp.com
 PostPlanner
 Hootsuite
 Canva
 PicMonkey
 10 Awesome Free Tools to Make Infographics:

http://www.makeuseof.com/tag/awesome-freetools-infographics/

Takeaways…
 Set a timer.
 Do one or two things well.
 Understand: There will






always be one more tweet to
send, one more post to
write, article to read...
Use a personal voice.
Stay true to your brand.
Outsource if you need it.
Don’t lose sight of what’s
really important to you.


For more information, contact me!
Julia Campbell
@JuliaCSocial
J Campbell Social Marketing
Beverly, MA

julia@jcsocialmarketing.com
978-578-1328
www.jcsocialmarketing.com


Social Media Update: What's Hot and What's Not - October 2013

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