"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
Social Media Overview: For NYU New Marketer's Bootcamp 2012
1. SOCIAL MEDIA
New Marketer’s Bootcamp: Integrated Marketing
Communications Summer Intensive
Wednesday, June 13, 12
2. HI.
Matthew Knell
Director of Social Media
and Internal
Communications
@matthewknell
mgk226@nyu.edu
Wednesday, June 13, 12
3. GREAT SOCIAL BRANDS ASK...
• What is social media and when should they use it?
• Who is their brand?
• Where can consumers interact with us?
• What are consumers saying about our brand?
• How can we define success?
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4. WHAT IS SOCIAL MEDIA AND
WHEN SHOULD THEY USE IT?
Wednesday, June 13, 12
5. SOCIAL MEDIA IS....
• Content (created, sourced or curated)
• Sharing
• Conversation
•A tactic
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6. SOCIAL MEDIA INTERSECTION
SOCIOLOGY ANTHROPOLOGY
social structure behavior
relationships evolution
demographics SOCIAL culture
MEDIA
platforms tools
hardware
TECHNOLOGY
Wednesday, June 13, 12
7. SOCIAL MEDIA IS BEST FOR...
• Sharing content about my brand
• Connecting with consumers on an individual basis
• Create or join the dialogue or conversation about my brand
online.
• Worst answer: Because everyone else is doing it.
• You MUST have a primary business goal for your social media
efforts - or they will fail.
Wednesday, June 13, 12
9. WHY USE SOCIAL?
• Increase awareness of your brand.
• Grow traffic to your website.
• Increase sales of your products.
• Get feedback on your products and services.
• Help customers with issues.
• Connect directly with consumers.
Wednesday, June 13, 12
11. IT DEPENDS ON THE
COMPANY
• The makeup of your company really dictates how you choose
to communicate with consumers
• What kind of company / product are you?
• What are your brand values?
• How can you personify your brand?
• What tone would you take when you communicate?
Wednesday, June 13, 12
12. PERSONIFYING YOUR BRAND
• Invent a persona that your brand would be like in the real
world
• Who would it hang out with?
• What would it wear? eat? watch? share?
• Use this as a basis for developing your social content.
Wednesday, June 13, 12
14. SET UP PLATFORMS
• Picking platforms where you they manage communication
• What types of content to do you have?
• Who is writing the communication?
• How are you telling them about your communication channels?
• How can they talk back?
• You don’t have to be everywhere. Focus on platforms that deliver
useful information and use the content you have or can create.
Wednesday, June 13, 12
16. CORPORATE BLOGS
•A collection of entries, events or posts, usually from an
individual or a collection of individuals, and often involving a
subject
• Best used on a corporate level when communicating news
and information longer than a few sentences, but shorter than
a traditional press release
• The “social” hub of a corporation
Wednesday, June 13, 12
17. GOOD CORPORATE BLOGS...
• Update with useful and engaging content for consumers and
press alike
• Feature rich media content and integrate all external social
channels
• Tell stories about their brand exceptionally well
• Integrate share buttons on their blog
• Let people leave comments and feedback.
Wednesday, June 13, 12
21. GOOD FACEBOOK BRAND
PAGES...
• Select their posts based on the likelihood to start
conversations
• 3-5 posts per day if you have content for them
• Keep Likers engaged
• Ask questions and inspire responses
• Use Timeline to tell a historical story and cover photo to
give your brand a visual edge.
• Use Facebook tabs to promote their brand and encourage
new likes.
Wednesday, June 13, 12
26. GOOD TWITTER BRANDS...
• Have define the purpose of your Twitter
(communication, support, deals/specials) and the
persona behind it - human or robot
• Don’t tweet too much - 10-15 per day is the sweet
spot for most accounts
• Respond to people promptly when they reach out
• Write compelling calls to action - inspire the next
click
• Use Twitter for real-time/regular communication
Wednesday, June 13, 12
32. VISUAL PLATFORMS
• “Build a content museum” – curate or create one thing at
time
• Use each platform meet a slightly different user interest.
• Use “snackable” assets strong enough to stand on their own
that are closely aligned with the theme.
• Drive your content towards a business goal when possible
(a page view, a purchase, a signup, a visitor to your store)
• Use success to refine your content personas.
Wednesday, June 13, 12
33. INSTAGRAM
• Think of Instagram as
telling your branded
movie reel, telling your
story one frame at a time.
Wednesday, June 13, 12
34. PINTEREST
• Focus your
Pinterest on the
visual assets you
have that most
likely to be shared
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35. FOURSQUARE
• Use Foursquare tips
and lists to map the real
world to your brand
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37. WHAT TO LISTEN FOR
• Real-time customer support / product issues
• Reactions/ criticism to a new product / service
announcement
•A pending storm
• General brand sentiment
• News and updates about your competitors
Wednesday, June 13, 12
42. HOW CAN WE DEFINE
SUCCESS?
Wednesday, June 13, 12
43. IMPORTANT SOCIAL MEDIA
METRICS
• Engagement
• Social / viral distribution
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44. WHAT IS ENGAGEMENT?
• Simply put, engagement is the interaction between a user and
your content or brand
• Users will value content on a personal / network level and
then decide what to do with it
• Social media allows a wide array of engagement tools and
ways of collecting feedback
• Assigning monetary/business value to engagement can be
tricky
Wednesday, June 13, 12
45. TYPES OF ENGAGEMENT
• Visit / view (a single piece of content)
• Follow / fan
• Non-linguistic (Like, Thumbs Up/Down, Vote, Polls)
• Linguistic (Comments, Forum Posts, Wall Posts, Tweets)
• Amplification (share with friends, retweet/repost)
• Site visit (traffic back to your site)
Wednesday, June 13, 12
46. VISIT/VIEW
• Did a user actually view your content?
• If possible, publicizing view count on a piece of content helps a
user to determine it’s value
• Is it something new that deserves sharing?
• How many people have seen it before - is it popular?
• Is it worth my time to interact further?
Wednesday, June 13, 12
47. FOLLOW/FAN
• Users want to establish a relationship with you or your brand
• Opt-in - the same way a newsletter / signup is
• How to see: Fan / follow counts are available in the admin
tools for your platform or on the external facing page.
• Note: How many people unfan/unfollow is a good indicator
of the health of your community/content mix.
Wednesday, June 13, 12
48. NON-LINGUISTIC
• Easiest for most people to do when they feel like it’s worth
their time.
• This is the first threshold of engagement - it’s the equivalent of
a nod of the head, or a moan of agreement.
• Shows that you’re being heard.
• Examples: Like buttons (Facebook, most other social sites,
Vote Up buttons)
Wednesday, June 13, 12
50. LINGUISTIC
• Takes thought and emotional commitment.
• Many fewer people will offer up this sort of feedback.
• Usually happens when you strike more directly at a “passion point”.
• Starts a conversation among your audience.
• Provides insight into HOW people are processing your content and
what they are saying.
• Examples: Comments, Reviews
Wednesday, June 13, 12
52. AMPLIFICATION
• This is the deepest kind of emotional connection - your content
is so good, they think your friends will enjoy it
• By far, the least common, but most valuable reaction in terms of
spreading your message for you.
• The user takes on the role of brand advocate within their circle
of friends and takes your content with them.
• Examples: Facebook Share, Twitter retweet, Stumbles,
Reblogs
Wednesday, June 13, 12
54. SITE VISIT
• Takes enough investment in what you’re saying to drive the user
to learn more than what you’ve given them in a snippet
• For many content / brand sites, this is the ideal situation.
• They leave their social network, at least briefly, to dive deeper
into your content to understand what you’re all about.
• This completes a content consumption circle.
• Examples: Clicking on a link you share, watching a inline video
Wednesday, June 13, 12
62. GOOGLE CAMPAIGN TRACKING
http://support.google.com/analytics/bin/answer.py?
Wednesday, June 13, 12
hl=en&answer=1033867
63. BASELINING
• To know what kinds of content are successful, you need to establish a baseline of activity
• Think in terms of finite time periods (Likes per day, Shares per week, Clicks from social
each month)
• Use bit.ly to measure REAL-TIME success
• Use Facebook Insights or free SimplyMeasured reports to review success of posts on
Facebook and Twitter
• Use Topsy to measure social / viral impact beyond your own pages
• Use Tweetreach or RowFeeder to measure keyword reach.
• Use Google Analytics / Omniture to measure impact on your site.
Wednesday, June 13, 12
64. THANK YOU AND GOOD
LUCK!
@matthewknell
mgk226@nyu.edu
Wednesday, June 13, 12
