1. AN OVERVIEW OF A FEW SOCIAL MEDIA SERVICES MARK 490 Week 2

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

3. SOME TOOLS FOR MANAGING SOCIAL MEDIA

4. Some free tools to help you manage social media To manage your accounts – Tweetdeck Tweetdeck – Hootsuite Hootsuite – Buffer Buffer Storify – collect and publish tweets to show a “story” Storify Klout - “influence” scoring service Klout Tweepi – helps you manage your followers Tweepi 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.Strategy for Managing Social Media Proliferation

5. TWITTER

6. 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

7. 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

8. 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)

9. 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

10. 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

11. 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

12. #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 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)"#Hashtag" with Jimmy Fallon & Justin Timberlake

13. 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

14. 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 Bufferexamples 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

15. 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

16. 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

17. Twitter Search The native Twitter search is rather cumbersome Search by username, keyword, hashtag Advanced search provides more options Advanced search 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

18. 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

19. Extending the use of twitter – website integration Twitter provides a variety of widgetsprovides a variety of widgets – Buttons for following an account, hashtag etc Buttons – Widgets for embedding tweets on a web pageembedding – Embedding a timelinetimeline – Tweet buttons on a page Code for tweeting a text snippet – ClickToTweet tool generates the code. Some examples of how to use it ClickToTweet Some examples of how to use it Twitter for Websites

20. 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: AdvertisingAdvertising – Promoted accounts – Promoted tweets – Promoted trends

21. 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

22. 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” tweettweet Too many disasters to choose from…..for example Chrysler’s famous critique of Detroit’s driversChrysler’s famous critique of Detroit’s drivers

23. 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

24. PINTEREST

25. 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 permissionworries about copyright issues

26. 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

27. It’s all about understanding the psychology of the user Creative Aspirational Somewhat playful A bit like an instant gratification magazine Users 79% more likely to purchase something via Pinterest than via Facebook Pinterest 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

28. What is Pinterest?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

29. Interaction and engagement Likes Follows Re-Pins Comments

30. 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

31. 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) Pinterest for Business

32. Some examples of good use of Pinterest Whole Foods Market – food and aspirational kitchens Whole Foods Market How realtors are using Pinterest NHL – note use of hashtags NHL

33. 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

34. FACEBOOK

35. 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

36. 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

37. 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)Mastering Facebook Edgerank

38. 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/

39. 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 Aimed at balancing posts from friends and posts from Pages in newsfeed – Further reduction in organic reach for brands and other publishers

40. Facebook marketing products Facebook for business Build a page, not a personal accountpage – Some best practices in maximizing referrals and driving activity on FB Pages (from FB itself) Some best practices in maximizing referrals and driving activity on FB Pages Facebook advertising productsadvertising products – Sponsored stories problemproblem Boosted posts (also called Promoted Posts) Boosted posts

41. 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 Facebook business products – Page Insights – Ads Manager – Conversion tracking