Bsm wk iii_march2013

Session III:
Beginning Social Media

Professional Certificate in Digital & Social Media
Instructor: Yadira Galindo galindoyadira@gmail.com
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Session III Overview

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Final project
•Develop a social media strategy
•Define goals and objectives
•Pinpoint your audience
•Identifypotential evangelists/super-sharers
•Audit your resources (I mean really audit!)
•Encourage and reward buy-in internally
•Establish a social media protocol
•Start using social media
•Measure results

•Or, a social media analysis
•Identify an organization that participates in social media
•Describe the org (target audience & message) & its social media efforts
•Comment on 4 of the following: authenticity, transparency, ethics,
listening/monitoring, outreach/engagement, building conversation/community,
strategic planning

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Assignment 3
Assignment 3:
All students:
1.Post a link to a social media article/blog on
something you didn’t know regarding social media with a
short summary of what took away from this article.
2.Comment on posts by two of your classmates.
Matriculated students:
1.Create a Linkedin account and fill out as much as
professionally appropriate.
1.Photo
2.Summary
3.Experience
4.Education
5.Skills
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If you’re already here then add connections and join professional
groups.

Social Media 101: Twitter

Anatomy of Twitter

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Why should I use it? Finding my Twitter voice
1. Micro-blogging 1. @Replies
2. Quick answers 2. Retweets
3. Finding a job 3. Blog Posts
4. Text-meets-conference call 4. “As-It-Happens” Updates
5. Photos
5. Venting (Keep it clean)
6. Questions
6. Keeping up with your team
7. Answers
7. Movie, restaurant reviews 8. Maladies
8. Political, social causes 9. Celebrations
10. Digital small talk

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Be helpful.
Be relevant.
Engage.
Share.

Don’t:
Be annoying.
TWEET IN CAPS!
Brag or over-promote you/your company.
Be toxic.
Be illiterate.
Whine.
Do:

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Social Media 101

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http://pewinternet.org/Reports/2013/Social-media-users/The-State-of-Social-Media-Users/Overview.aspx

Social Media Done Right, Wrong
Top 10 social media stars, according
to Forbes magazine

Five top social media marketing campaigns for fa
, according to Vocus.com

Politics, Humor and social media a bad mix for KitchenAid
, according to PR News
#NBCFail

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Social Media Done Right
Panda Porn, Redefined: Mei Xiang's Artificial Insemination Live-Tweeted Fo

#PandaAI
http://dcist.com/2012/04/storyfied_mei_xiangs_artificial_ins.php

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Social Media Done Right or Wrong?

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Social Media 101: Pinterest
•Fastest growing social network ever. Site had
11.7 million unique U.S. visitors in Jan. 2012,
making it the fastest site ever to break through
the 10 million unique visitor mark.
•Think of it as a virtual pinboard. Sometimes
called an “aspirational social network,” users
create, manage and share themed image
First prototype launched collections.
in March 2010. Co- •Users can browse other pinboards, re-pin images
founder Ben Silbermann
said he personally wrote
and like the content posted.
to the site's first 5,000 •Popular with American women and, in 2012, it
users offering his was reported that 83% of the U.S. users were
personal phone number
women. In Britain, however, 56% of the user were
and even meeting with
some of its users. male and about 10 years younger than in the U.S.,
where the age range was typically 35-44.
More on Wikipedia. More on Pinterest.
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Social Media 101:
Pinterest
• Heavily more women than men

• Used more by people under 50
years old

• Interesting that this social media
tool has more rural users than
urban!

• One of the biggest differences in
educational status of users as well
as income
• Maybe that’s why Pinterest is
high on ROI

http://pewinternet.org/Reports/2013/Social-media-users/Social-Networking-Site-Users/Demo-portrait.aspx 15
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Anatomy of

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Secret Boards
•You can now create up to 3 secret boards
•You cannot change existing public boards into
secret boards
•Why use secret boards? Pinterest gives you these
ideas:
•Create a holiday gift list
•Plan a special event

•Create a project that is not yet ready for public
consumption

How will you use Secret Boards? 15
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Pinterest announces Business Accounts
Like Facebook, Pinterest now has two options,
create a personal account or business account.

Business accounts let you do the following:
•Verify your website, so that consumer know to
trust you
•Add buttons and widgets to increase engagement
•Learn about case studies

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•Most popular pins of all-time (relatively speaking, of course):
– Huffington Post, 4/14/2012

•“Pinterest Is Now the Third Most Popular Social Network in th
– Social Times, 4/6/2012

•How do you use it? Contests, catalog, sharing recipes,
crafts, you name it as long as it is visual!

•Half of users log on daily
Launched in May •The most repinnable keywords are: recipe, chicken, minutes,
2003, LinkedIn’s -TopRank, 01/10/2013
membership grows
by approximately •Fit a popular category: The most popular categories on Pinter
two new members -Top Rank, 01/10/2013
every second.

More on Wikipedia.

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On March 18, 2013 Pinterest announced new
“subtle” changes:
http://
blog.pinterest.com/post/45669182372/our-new-look-more-wa

•Pins from the same board: You can explore the entire board
without leaving the page you’re on.
•Pins from the same source: Here you’ll find other things pinned
from the same website.
•People who pinned this also pinned: This is literally what it says
it is.
•Bigger pins
•Back button takes you to where you left off

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In March 2013 Pinterest Web Analytics were announced

http://business.pinterest.com/analytics/?
utm_source=sendgrid.com&utm_medium=email&utm_campaign=analyti

Why use it? Find out what people are pinning from your company
website!

•Only for business accounts
•Find out:
• How many people pin your site
• See your pins
• Click on your content
• Which get repinned
• Who pins

Video tutorial: http://vimeo.com/61580880 * 15

Social Media 101: Google+
•Declared by outlets like the New York Times to
be Google’s biggest attempt to rival Facebook,
it is actually the company fourth try at a social
network.
•In 2013 it reported 135 million users. In 2012
it was 100m with 60 percent daily engagement.
• Are you engaged here?
•Google+ users are only spending 3.3 minutes
Launched in June monthly and trending down. By comparison,
2011, Google+ Facebook users currently spending 7.5 hours
upside includes using monthly.
integration into
existing Google •Single male-dominated (70-30) and geek-
products. driven (top users include students, but also
web designers, engineers and software
More on Wikipedia. developers). Top countries are U.S. and India.* 15
More on demographics.

•Circles: You use Circles to organize the people
you follow (as well as who follows you) on Google+.
And you can use Circles to organize your stream.

•Real-time stream: In Google+, the stream flows
as new updates are posted. New updates
automatically show up at the top of your stream
after you log in, and new comments appear
automatically as people comment on the posts.
Hangouts: Think of hangouts as group video chat.
You can chat, via video, with up to ten people at a
time-for work and play! Hangouts goes pro with
NFL Hangouts
+1 and SEO potential: Hello. It is Google, isn’t it?
It can help your career?! MediaJobsDaily says yes.
Communities: In December 2012 Google+
introduced this feature which is much like a FB
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group. Topics range from science to animals, etc.
http://mashable.com/2013/01/18/google-plus-communities-beginners-guide/

How do you use Google+?
•USA Today – Black Friday 2012: What you need to know
•Boosting your career using Google?
•Create circles in your industry
•Use hangouts to talk to people
•Check out Hangouts on Air

•Look good on Video (whether for Google+, Skype,
YouTube or anything else…)
•10 Brands Making the Most of Google+
•Hangouts are more than just video conferencing, you can
share your desktop and collaborate on documents

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Why you can’t ignore Google+
•Social Networking
•Content Marketing
•Search Engine Optimization (SEO)

http://www.steamfeed.com/3-reasons-google-plus-cant-be-ignored/
http://youtu.be/2FOGc8E0gMY

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Social Media 101: YouTube
•YouTube is the second largest search app
behind Google Search
•We watch 4 billion hours of YouTube per Month
•72 hours are uploaded per minute
•YouTube is now investing moneyYouTube is
now investing money in creating its own
programming, competing with cable
programming
•YouTube is a Google subsidiary
•You can stream your Google+ Hangout live on
Google or archive it there for later viewing
•Your company website may run out of
bandwidth if you update your videos frequently,
keep them on YouTube for people to watch later
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•7 Quirky, Comical YouTube Channels *

Social Media 101: LinkedIn
•The world’s largest professional social network.
•LinkedIn has 150 million users globally; 60+
million in the U.S.
•More than 22% of LinkedIn traffic comes from
mobile devices; a year ago, that figure was 8%. (
Mashable)
•Most popular industries: Tech, Finance,
Launched in May Manufacturing; most popular job functions:
2003, LinkedIn’s Entrepreneurship, Sales, Operations
membership grows
by approximately •Slightly more men with 58%, and the bulk of
two new members membership are in age range of 25-54.
every second.
•Teens are the fastest growing group, and growing
fastest in Latin America, Asia and Africa. Most
More on Wikipedia. users in U.S. while fastest growing country is
Indonesia.
http://www.infographs.org/2013/01/the-state-of-linkedin-infographic/# * 15

Anatomy of a LinkedIn Profile

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LinkedIn Basics:
1.Write a dynamic headline with a summary on
your profile. Use keywords.
2.Use a professional photo that makes you look
serious about doing business.
3.Get rid of LinkedIn’s dynamic URL.
4.Make sure to complete your education and
experience sections. Again, use keywords.
5.Proofread your profile before saving it. Your
profile is a reflection of you, so you want it to look
professional.
6.Is your profile public? It should be.***
7.Ask people you know and with whom you have
done business to “recommend” you. (More.)

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To look like a LinkedIn Pro:
1. Completely fill in your profile.
2. Add connections, and send personalized
messages when doing so.
3. Join Groups.
How does the 4. Answer questions.
average executive
use LinkedIn? 5. Regularly update your status
He or she logs on
6.Don’t ignore:
anywhere from a few 1.Company Pages
times a week to daily, is
a member of at least 2.Jobs Listings
one group, and does not
pay for a premium 3.Learning Center
account. (More.)
4.http:resume.linkedinlabs.com
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Bsm wk iii_march2013

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