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MARK 490. Week 2. Today’s class. Some tools for managing social media. Current . use . of social media tools . – . an overview. Twitter for business and organizational marketing. Pinterest. for business and organizational marketing. ID: 323659

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AN OVERVIEW OF A FEW SOCIAL MEDIA SERVICES

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AN OVERVIEW OF A FEW SOCIAL MEDIA SERVICES
MARK 490
Week 2
Today’s class
Some tools for managing social media
Current
use
of social media tools
–
an overview
Twitter for business and organizational marketing
Pinterest
for business and organizational marketing
Facebook
for business and organizational marketing
Some tools for managing social media
Some free tools to help you manage social media
To manage your accounts
Tweetdeck
Hootsuite
Buffer
Storify
– collect and publish tweets to show a “story”
Klout
- “influence” scoring service
Tweepi
– helps you manage your followers
These are just a handful of software tools that you can use for free (several also have paid services too)
We will look at enterprise software for managing multiple accounts in a future class
Fun fact: among the 140 global corporations studied for the “
Strategy for Managing Social Media Proliferation
” report, they each have
an average of 178 different social media accounts.
twitter
What makes twitter unique?
“Twitter stands in a class apart from other social media because of the open invitation it gives us to talk to the world at large. On Facebook, Tumblr, or Instagram, you have only two options if you want to meet new fans and potential customers..First, someone might find you..and decide to follow you. Second, a customer might share a piece of your content and [someone] might be intrigued enough to follow you. Either way, you’re stuck outside until that person decides to let you in….Everyone else is off limits”Gary Vaynerchuck
Gary
Vaynerchuck
. Jab
, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social
World. Harper Business. 2013
Caveat…
Don’t abuse that open-ness and use twitter to do overt selling or self-promotion
Tell a story
Provide value in an authentic manner
Twitter Basics
Tweets and direct messages
Replies,
retweets
, modified tweets, and quoted tweets
Hashtags
Followers
Images, Video, Animated
GIFs
Lists
Twitter chats
Twitter Search
Your Profile
Twitter for Websites (extending reach)
Tweets – they happen in real-time
A tweet can be no more than 140 character.
A tweet can be addressed to someone (an @ mention) by including their @username
A tweet does not need to be addressed to anyone at all
A tweet can include a hyperlink (usually shortened so it uses up as few characters as possible)
Tweets are PUBLIC by default and practice. ANYONE can view all of your tweets by going to your profile or by using Search
Your FOLLOWERS can view all of your tweets in their TWITTER STREAM or TIMELINE
However - If
you start a tweet with @username it will be seen only by those users who follow both you and the person you are tweeting
to (unless someone looks directly at your tweets via your profile)
Starting a tweet with a ‘dot’ or a word means that it will be seen by everyone following you
0
Direct messages
DMs are private messages, viewable only by the sender and the receiver
Start a tweet with DM or D then the person’s @username
You can send DMs by default:
only
to users who follow you
you can receive direct messages from any user that you follow
BUT you can opt-in to allowing anyone to DM you
Be
careful about how CASL might apply
1
Replies, retweets, modified tweets, and quoted tweets
Replies go to the person who authored the tweet (and usually) anyone else who is mentioned in it
Replies are public just the same as any other tweets
Retweets
(RT) are just what they sound like! A repost of a tweet from someone you follow
Modified tweets (indicated by MT) are
retweets
that have been altered slightly to make them shorter
2
#Hashtags
Hashtags
are words that become hyperlinks if they begin with a #
They create a way for tweets to be followed and connected – via link, search, trends, lists etc
You can add an existing
hashtag
to a tweet to add to a conversation – your tweet will have a better chance of being seen that way
Or create your own #
nospaces
– short is best as they use up characters
What’s the challenge with this?
How
Hashtags
Work on Twitter,
Instagram
, Google Plus,
Pinterest
,
Facebook
,
Tumblr
, and
Flickr
Don’t overuse them (The Tonight Show
"#
Hashtag
" with Jimmy Fallon & Justin Timberlake
)
3
Followers and Following
Follow relationships do not have to be reciprocal
When you follow an account, you will see the tweets from that account in your timeline
Twitter does not algorithmically manipulate your timeline
The list of accounts you are following is public and can be viewed via your profile
Yes, we are judging you….
If you find someone interesting, look at who they are following to find more (potentially) interesting accounts
4
Images, Video, Animated GIFs
In late 2013 Twitter introduced inline images from its own pic.twitter.com service and then video from Vine –
examples from Buffer
Tweets with images get more engagement
Instagram
photos and videos that are tweeted do NOT appear inline and need to be clicked to be opened
Animated GIFs introduced in June
2014
Periscope for live streaming introduced in March 2015
5
Lists
Lists are used to slice and dice your twitter stream to focus on what is most important to you
You can add twitter accounts to your lists even if you don’t follow them
The number of lists that your account has been added to is another good measure of success
Using Twitter Lists
6
Twitter chats
Really useful for increasing your exposure and building a professional network
Real-time discussion using a
hashtag
so you can follow the conversations
Very wide range of topics
Schedule of twitter chats
7
Twitter Search
The native Twitter search is rather cumbersome
Search by username, keyword,
hashtag
Advanced search
provides more options
When we look at
Hootsuite
we will take a more detailed look at the data that can be extracted into separate streams and how we might use it
8
Profile
Have one! Fill it out
For professional purposes you should have a photograph of yourself or at least a logo – your objective is to make connections
Profile should contain information about your interests and who you are
Should contain a link to another online presence of your choice
Think about how your profile looks on mobile and on the desktop
9
Extending the use of twitter – website integration
Twitter provides a variety of widgets Buttons for following an account, hashtag etcWidgets for embedding tweets on a web pageEmbedding a timelineTweet buttons on a pageCode for tweeting a text snippet – ClickToTweet tool generates the code. Some examples of how to use it
Twitter for Websites
0
Owned, earned, and paid media on Twitter
Owned – an organization’s own twitter account or accounts
Earned – follows,
retweets
,
favourites
, lists, mentions
Paid – Twitter for Business:
Advertising
Promoted accounts
Promoted tweets
Promoted trends
1
Questions to ask about your twitter content
Is it to the point?Is the hashtag unique and memorable?Is the image attached high quality?Does your voice sound authentic? Will it resonate with the twitter audience?
Gary
Vaynerchuck
. Jab
, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social
World. Harper Business. 2013
2
Twitter successes and disasters
Oreo shows what it means to be responsive and seize the moment
SuperBowl
2013 power outage “You can still dunk in the dark”
tweet
Too many disasters to choose from…..for example
Chrysler’s famous critique of Detroit’s drivers
3
Twitter successes and disasters – your turn
Work in small groups
Do some research
Find one example of a fabulously successful use of twitter
Find one example of a terrible twitter #fail
Be ready to demonstrate your findings to the class
4
pinterest
5
What is distinctive about Pinterest?
VERY visual
Female demographic outnumbers male by a wide margin
Very fast growth rate since launch in 2010
Very effective for actually selling stuff…via direct click through to product
Some
worries about copyright issues
because of image placement on third-party website without permission
6
Think creativity…
“Unless you sell a product that no woman in a million years would want for herself or any person in her life – and that’s a pretty limited list of products – or your legal department is dragging its feet, you’re a dope if your brand is not on Pinterest”Gary Vaynerchuck
Gary
Vaynerchuck
. Jab
, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social
World. Harper Business. 2013
7
It’s all about understanding the psychology of the user
CreativeAspirationalSomewhat playfulA bit like an instant gratification magazineUsers 79% more likely to purchase something via Pinterest than via FacebookPinterest produces 4 times the revenue-per-click of Twitter
Gary
Vaynerchuck
. Jab
, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social
World. Harper Business. 2013
8
What is Pinterest?
Place to create online collections – primarily images and video
Pins are “visual bookmarks” that link back to the site they originated on – a
referral
for a brand
People add pins directly from websites or apps via a “Pin-It” button
Users create collections of “Pins” into “Boards”
Any pin can be “re-pinned”
Home feed – pins from people you follow appear there
9
Interaction and engagement
Likes
Follows
Re-Pins
Comments
0
Business accounts
Identify yourself as a business
Verification available (adds to consumer confidence)
Create a range of boards with different themes related to your business (people follow individual boards according to their interest)
Naming of boards is important (so they can be found via search). Keep the name length to 20 characters or fewer (so it doesn’t get cut off). Be clever and creative
“Secret” boards available – create a collection before you publish
1
Best practices
Don’t just pin your own products
Pin related products from others
Be creative – tell an inspiring story
Make sure your own product pins link back to somewhere useful (NOT just your home page)
Pinterest
for Business
(
pdf
)
2
Some examples of good use of Pinterest
Whole Foods Market
– food and aspirational kitchens
How realtors are using
Pinterest
NHL
– note use of
hashtags
3
What’s important
High quality content – especially photographs
Good
descriptions (used for search too)/
aspirational messaging
Encourage a sense of authentic community – not overbearing selling. Think long term
Make sure the link goes somewhere useful. Every photo should have a relevant hyperlink
4
facebook
5
Facebook
11 years old (founded in 2004 – became a public company in 2012)
At the end of Q4, 2014
1.39 billion active users (log in once a month or more)
890 million daily users (745 million of them on mobile)
Over 1 million advertisers
Revenues for the full year 2014 - $12.47 billion
Mostly from advertising
6
So, what is a marketer to do?
Marketers use
Facebook
for owned, earned, and paid media because….
“Familiarity breeds acceptance.”
Vaynerchuck
“Hard to dismiss a platform as skewing too young, or too experimental, or too trendy, when your niece, your brother, your seventy-two-year-old dad…are on it”
Vaynerchuck
7
Paradoxically, it is the size of the platform that causes the problem for marketers
With that massive amount of content streaming into a users Newsfeed, it is almost impossible to get and keep attention.
Marketers need to understand how
Facebook
manages the Newsfeed algorithm, called
Edgerank
Video from
Annalise
Kaylor
“
Mastering
Facebook
Edgerank
” (29 minutes)
8
The Edgerank algorithm tweaked to reduce organic reach
Analysis of more than 100 brand pages - organic reach was around 6 percent, a decline of 49 percent from October 2013
For large pages with more than 500,000 Likes, organic reach hit 2 percent in February 2014“Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time.”Marketers being pushed to paid media
http://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
9
Other significant Edgerank changes aimed at reducing spam
Aimed
at reducing spam
“
Likebaiting
” – asking “News Feed readers to like, comment, or share the post in order to get additional distribution beyond what the post would normally receive” is now being targeted
Frequently circulated content (
ie
. Reposting of memes etc)
Spammy
links (deceptively phrased)
Facebook is encouraging authentic conversation and relationship building not begging or bribing fans
Aimed at balancing posts from friends and posts from Pages in newsfeed
Further reduction in organic reach for brands and other publishers
0
Facebook marketing products
Facebook for business
Build a
page
, not a personal account
Some best practices in maximizing referrals and driving activity on FB Pages
(from FB itself)
Facebook
advertising products
Sponsored stories
problem
Boosted posts
(also called Promoted Posts)
1
Facebook metrics
Earned media – engagement
metrics (we will look in a bit more detail at these later on)
Facebook
business products
for measuring success with Pages and their advertising products
Page Insights
Ads Manager
Conversion tracking
2
3
4
5
6
7