This presentation is newly updated for May 2013 with the latest statistics and insight needed to begin a career in social media marketing, includes examples and case studies as well as information about social media culture and customer expectations.

1. #smforhi
Welcome to
Introduction
to
Social
Media
Tara
Coomans
Chief Brainstormer,
Akamai Marketing
Past President,
Current BOD
Member
Social Media Club
Hawaii
(SMCHI)
Thursday, May 30, 2013

2. Social Media Dictionary
Social Media: Opt-In, multiple participant, multi-
media, multi-directional, digital communication
Platforms: The environments which enable social
media. Facebook, Twitter, Instagram, Blogger
Engagement: Any interaction on a digital
platform. Conversation, clicks, comments sharing
by a community
Hashtag: #preceding a word or phrase. Helps
with search, context and saves space.
Thursday, May 30, 2013

3. What’s the
BIGDeal?
Thursday, May 30, 2013

4. Thursday, May 30, 2013

5. Social Media Ushers
in
Culture
Change
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6. Thursday, May 30, 2013

7. Customer-Centric.
Community Contingent.
Transparency.
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8. Thursday, May 30, 2013

9. Social Media is Mainstream Now
GenY now outnumbers Baby
Boomers...
96%of
them have
joined a
social
network
Thursday, May 30, 2013

10. Social Media is Mainstream Now
Thursday, May 30, 2013

11. What is Social Media Culture
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12. What is Social Media Culture
Diverse:not limited to geography,
race, culture or other traditional
communication constraints.
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13. What is Social Media Culture
Human: reflection of participants.
imperfect.
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14. What is Social Media Culture
Open: sharing is encouraged.
collaboration. crowd sourcing.
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15. What is Social Media Culture
Transparent: disclosure. honesty.
Thursday, May 30, 2013

16. What is Social Media Culture
Evolving: disruptive and emerging
environments and technologies.
Thursday, May 30, 2013

17. What is Social Media Culture
Tribal:people with common
interests and beliefs tend to
gather.
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18. What is Social Media Culture
Thursday, May 30, 2013

19. How Has SM Impacted Our Culture
Communication Revolution
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20. How Has SM Impacted Our Culture
Communication Revolution
Governments Week before Mubarak’s
resignation: 230,000 tweets/day
from Egypt (up from 2,300/day)
Thursday, May 30, 2013

21. How Has SM Impacted Our Culture
Communication Revolution
Governments
Customers who engage with
companies via social media
spend 20%-40% more than
those company’s other
customers - Bain & Company Report: Putting Social Media to Work
Revenue
Thursday, May 30, 2013

22. How Has SM Impacted Our Culture
Communication Revolution
Governments
Customer Service
Revenue
Social Media users who have
great customer service tell an
average of 42
people..compared to 9 for
social media absentees.
Thursday, May 30, 2013

23. How Has SM Impacted Our Culture
Communication Revolution
Governments
Customer Service
Revenue
Bigger Circle of Trust 90% trust
recommendations from
people they know- Media Bistro: http://
www.mediabistro.com/alltwitter/future-social-customer_b22111
Thursday, May 30, 2013

24. How Has SM Impacted Our Culture
Communication Revolution
Governments
Customer Service
Cause Awareness
Revenue
Bigger Circle of Trust
81% of Arts Organizations
Say Internet & Digital
Technologies “Very
Important” to Promoting
Arts http://www.pewinternet.org/Reports/2013/Arts-and-technology/Summary-of-Findings.aspx
Thursday, May 30, 2013

25. How Has SM Impacted Our Culture
Communication Revolution
Governments
Customer Service
Cause Awareness
News
Revenue
Bigger Circle of Trust
Pakistani computer programmer
tweets about 1AM helicopter
above Abbittabad..turns out to
be 1st report of attack on bin
Laden’s compound. -Mashable http://mashable.com/
2012/02/12/whitney-houston-twitter/
Thursday, May 30, 2013

26. How Has SM Impacted Our Culture
Communication Revolution
Governments
Customer Service
Cause Awareness
News
Revenue
Bigger Circle of Trust
Disasters
Thursday, May 30, 2013

27. How Has SM Impacted Our Culture
Communication Revolution
Governments
Customer Service
Cause Awareness
News
Revenue
Bigger Circle of Trust
Disasters Hurricane Sandy, #hitsunami
Thursday, May 30, 2013

28. Thursday, May 30, 2013

29. Thursday, May 30, 2013

30. of online adults use social media regularly
- Experian http://www.experian.com/simmons-research/register-2012-digital-marketer.html
91%
Thursday, May 30, 2013

31. Social Media Is About People!Main Street, USA
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32. Who is the
Social Media
Consumer?
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33. Thursday, May 30, 2013

34. Demographics
-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/
Thursday, May 30, 2013

35. Demographics
-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/
Women
outnumber men on
social media.
Thursday, May 30, 2013

36. Demographics
-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/
Women
outnumber men on
social media.
Thursday, May 30, 2013

37. Demographics
-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/
Women
outnumber men on
social media.
Half of All Google+
Users Are Under 25http://www.imediaconnection.com/content/32712.asp
Thursday, May 30, 2013

38. Demographics
-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/
Women
outnumber men on
social media.
Half of All Google+
Users Are Under 25http://www.imediaconnection.com/content/32712.asp
Thursday, May 30, 2013

39. Demographics
-http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics/
Women
outnumber men on
social media.
Half of All Google+
Users Are Under 25http://www.imediaconnection.com/content/32712.asp
Australia, India,
Indonesia,
Malaysia,
Philippines,
Singapore and
Thailand Prefer
Facebookhttp://thenextweb.com/socialmedia/2011/09/17/social-media-in-asia-pacific-
its-big-and-facebook-dominates/Thursday, May 30, 2013

40. What are people they using?
Go where your
tribe is.
What works for
you?
What inspires
your customers?
Thursday, May 30, 2013

41. Reads Only
EbooksLoves Farmers
Markets
Jack Russell
Terrier OwnerWanna-be
World
Traveler
Drinks Wine.
Lots of Wine.
Auntie
Diver.
Kayaker.
Beacher.
Sushi Snob Biz OwnerCommunity
Cheerleader
Thursday, May 30, 2013

42. How are consumers using social
media?
source: http://www.slideshare.net/ricardodepaula/social-brand-experience?ref=http://wearesocial.net/blog/2012/01/consumers-social/
Thursday, May 30, 2013

43. What do
customers
want?
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44. What do
customers
want?
Customer service:
answers within 24 hours
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45. What do
customers
want?
Customer service:
answers within 24 hours
To be special: offers &
discounts, experiences
Thursday, May 30, 2013

46. What do
customers
want?
Customer service:
answers within 24 hours
To be special: offers &
discounts, experiences
Information: reviews &
ranking
Thursday, May 30, 2013

47. What do
customers
want?
Customer service:
answers within 24 hours
To be special: offers &
discounts, experiences
Information: reviews &
ranking
In the loop: new
products & services
Thursday, May 30, 2013

48. What do
customers
want?
Customer service:
answers within 24 hours
To be special: offers &
discounts, experiences
Information: reviews &
ranking
In the loop: new
products & services
Stand out:contribute to
designs, campaigns
Thursday, May 30, 2013

49. What do
customers
want?
Customer service:
answers within 24 hours
To be special: offers &
discounts, experiences
Information: reviews &
ranking
In the loop: new
products & services
Stand out:contribute to
designs, campaigns
Inspiration: emotional
responses.
Thursday, May 30, 2013

50. How are
businesses
using Social Media?
And...do users care?
Thursday, May 30, 2013

51. What kinds of businesses are using
social media?
Thursday, May 30, 2013

52. What kinds of businesses are using
social media?
Fortune 500
adopting...
Thursday, May 30, 2013

53. What kinds of businesses are using
social media?
Fortune 500
adopting...
Thursday, May 30, 2013

54. What kinds of businesses are using
social media?
Fortune 500
adopting...
Small business
adopting..slowly.
Medium business
leading the
way..slowly.
Thursday, May 30, 2013

55. The disconnect
76% of Marketers Believe They
“Know What Their Consumers
Want.”
Only 34% Have Actually Asked
Themhttp://trends.e-strategyblog.com/2012/09/07/how-social-consumers-see-it-vs-how-social-maketers-see-it-infographic/3609
Thursday, May 30, 2013

56. The disconnect
76% of Marketers Believe They
“Know What Their Consumers
Want.”
Only 34% Have Actually Asked
Themhttp://trends.e-strategyblog.com/2012/09/07/how-social-consumers-see-it-vs-how-social-maketers-see-it-infographic/3609
Thursday, May 30, 2013

57. What DON’T they like?
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58. What DON’T they like?
Thursday, May 30, 2013

59. What DON’T they like?
Thursday, May 30, 2013

60. Everything You Need To
Know..You Learned in
KindergartenThursday, May 30, 2013

61. Top Concerns for
Business in Social Media
Evolving Legal Landscape
Evaluating Return on Investment
Data Retention/Liberation on
Platforms
Culture Shift Internal/External
CHANGE
Thursday, May 30, 2013

62. Bio Break
Image from: http://engtechmag.wordpress.com/tag/ipod/
Thursday, May 30, 2013

63. The Platforms
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64. What’s Twitter?
Thursday, May 30, 2013

65. What’s Twitter?
“Microblogging”
Easy to connect with
new people
Fast Moving
“Open” Connections
TV
Live Events
News
Thursday, May 30, 2013

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68. Thursday, May 30, 2013

69. What’s Facebook?
1.01Billion Monthly Users (Tech Crunch September 2012)
81% of Active Users Outside of USA
Ad-based social network
Graph Search
EdgeRank
Thursday, May 30, 2013

70. What kinds of businesses are using
social media?
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71. What kinds of businesses are using
social media?
Businesses with Customers
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75. Thursday, May 30, 2013

76. Location-Based
Travel
Retail
Loyalty
Community
Thursday, May 30, 2013

77. What’s Pinterest?
10.4 Million Users
Digital Bulletin Board
Image Based
Fashion
Art
Travel
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81. Thursday, May 30, 2013

82. What’s Google+?
Thursday, May 30, 2013

83. What’s Google+?100 Million Active Monthly Users
“Circles” = Relevant Sharing
Video Chat w/ Up to 10 ppl
Power Search
Uses Hashtags
"On-Air" Live & Recorded Presentations,
Demonstrations
Plays with YouTube
Communities
No ads!
Thursday, May 30, 2013

84. Google+ Circles and Profiles
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85. Google+ Circles and Profiles
Thursday, May 30, 2013

86. Google+ Circles and Profiles
Thursday, May 30, 2013

87. What is Instagram?
Photo Application for Smart Phones
Easy Sharing on Social Networks
Uses Hashtags
Gains a new user every SECOND
90 Million Users (January 2013, Inside Facebook)
Events
Restaurants
Thursday, May 30, 2013

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92. Thursday, May 30, 2013

93. Two Social Media
Certainties
It’s Here to
Stay
It’s Going to
Change
Thursday, May 30, 2013

94. live
demo
Thursday, May 30, 2013