This presentation is what I call a "Soup to Nuts" look at Social Media. It is an overall look at Social Media including its channels, applications, strategy, tools, and more.

1. Social Media: Soup to Nuts
Michelle Post, Ph.D., MBA, CSMS

2. Michelle Post, Ph.D., CSMS

3. Lessons to be Learned
• Video: Social Media Revolution –
2013
• My Teaching Techniques for
Understanding SM & You
• What Social Media Looks Like
• Why Social Media?
• Social Media is Simply . . .
• Brian Solis’ - The Conversation Prism
• Social Media Channels
• Social Media Applications
• The Conversation Prism: Inside – Out
• Benefits of Social Media
• Top Social Media Apps
• The Influence of Social Media
• Who Uses Social Media
• Top 5 Social Media Questions
• Social Media Takes Time
• How Much is Enough
• Overview - Social Media Strategy
• Social Media Strategy – 7 Steps
• The Questions to Ask
• How to Create a Social Media Plan
• Work Smarter Not Harder
• ROI (Return On Investment): Metrics
& Tools
• Where is Social Media Going
• What Social Media Looks Like
• References

4. Social Media Revolution - 2013
Video Link: http://bit.ly/Vw05XO

5. My Teaching Technique for
Understanding Social Media & You
• What – What is your company, your
product(s), your message, your story
– Your Brand
• Why – Why are you in business,
selling a product, telling a message,
sharing your story – Your Purpose
• How – Will you share your purpose,
your company, your product, your
message, your story – The Strategy
• Apply (Take Action) – Making it all
happen through strategy, tactics, and
tools (social media) – The Doing

6. What Social Media Looks Like
Garst, K. (n.d.). See the results [Graphic file]. Retrieved
from http://kimgarst.com/results/

7. Why Social Media?
• It takes word-of-mouth marketing and makes it “world-of-mouth” marketing (Eric Qualman)
• Books: Amazon released 94,690 books just in the last 30-days (an average of 3,156 books a
day)
• Blogs on the Web:
– Tumblr.com shows it has over 101.7 Million blogs with 44.6 Billion blog posts
– WordPress.com has over 63 Million blogs
– Livejournal reports to have 62.6 million blogs with
– Weebly states it has over 12 million blogs
– Blogster has over 582,754 blogs
• Video: 100 hours of video are uploaded to YouTube every minute
• Photo: 7 petabytes – How much photo content Facebook added every month [ This is just
one social media photo site] – Petabyte = 93.1 of HD-TV Video
• Tweets: 175 million – Average number of tweets sent every day throughout 2012.
• Check out this site: Internet 2012 in Numbers -
http://royal.pingdom.com/2013/01/16/internet-2012-in-numbers/
• Pew Internet: Social Networking (full detail):
http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-
detail.aspx

8. Social Media is Simply . . .
• It is all about the
SOCIAL
• Engage – Have
Conversations
• Tell Your Story
• Lift one another up
• BE USEFUL
• ADD VALUE

10. Social Media Channels (26)
Social Media Channels (26)
Social Networks Blog / MicroBlogs Crowd Wisdom Q & A
Comments Social Commerce Social
Marketplace
Social Streams
Location Niche Working Enterprise Discussion &
Forums
Business Service
Networking
Reviews & Ratings Social Curation
Video Content /
Documents
Events Music
Livecasting Pictures Social
Bookmarking
Influence
Quantified Self

11. Social Media Applications
• Here are just the top
229 applications by
number of users.
• http://expandedram
blings.com/index.ph
p/resource-how-
many-people-use-
the-top-social-
media/

12. The Conversation Prism: Inside - Out
You
Core
Organization
SM
Functions
SM Apps

13. Benefits of Social Media
+4%
+6%
+4%
+7%
+3%
+3%
+3%
+3%
+3%

14. The Top Social Media Apps
0%
-2%
-3%
-3%
-1%
2%
Pinterest was even
on the 2012 report
41%

15. The Influence of Social Media
LinkedIn
• Started
in 2002
• 200
Million
Users
Facebook
• Started
in 2004
• 1 Billion
Users
Twitter
• Started
in 2006
• 500
Million+
Pinterest
• Started
in 2010
• 70
Million
Users
Google+
• Started
in 2011
• 400
Million
Users
Social Media Stats in 2013: http://bit.ly/14ttgPG

16. Who Uses Social Media
More Demographics: http://bit.ly/116IUj3

17. Top 5 Social Media Questions
1. TACTICS: What social tactics are most effective?
2. ENGAGEMENT: What are the best ways to
engage my audience with social media?
3. MEASUREMENT: How do I measure the return
on my social media investment?
4. TOOLS: What are the best social management
tools?
5. STRATEGIES: How do I create a social strategy?

18. Social Media Takes Time

19. How Much is Enough
• Posts: It
depends,
but 1-3x a
day
Facebook
• Tweets: 3-5
a day to
start
Twitter
• Updates:
Once a day
Linkedin
• Posts: 1,
2 or 3x a
week
Blog
• Uploads:
1, 2 or 3x
a week
Video

20. @MichellePost – Social Media Strategy

21. Social Media Strategy – 7 Steps
Social
Media
Strategy
1. Audit
2. Goals
& Align
3.
Audience
4.
Platforms
5. Listen
6.
Engage
7.
Measure
Check out this tool by Vocus:
http://campaigns.vocus.com/social-media-strategy/

22. The Questions to Ask
1. Who – Who is your company
voice? Who will you follow?
Who will you listen to?
2. What – What are your assets
that can be used on social
media?
3. Where – Where else should
you place your SM?
4. When – When is the best time
to post on SM?
5. Why – Why are using SM or do
you have to?
6. How – How are you going to
post on SM? Measure your
SM?
“Tactics without strategy is the noise before
defeat.” – Sun Tzu

23. How to create a Social Media
Management Plan – The Steps
• BEGIN SLOW & Begin with an Anchor
(Your Website)
– Get Organized
1. Create a Campaign
1. Listen, Watch & Learn
2. Start with one social media application,
measure the baseline, & begin
3. Decide on a Content Theme
4. Determine Frequency of Engagement
5. Create Content (Images, PDFs, Video)
6. Create a Content Calendar
7. Publish & Engage
8. Monitor & Measure Monthly
• Add another social media application &
repeat above steps
• Be smart, use the tools, ask for help,
outsource
1. Create a
Campaign
2. Measure
3. Content
Theme
4. Frequency
of
Engagement
5. Create
Content
6. Create a
Content
Calendar
7. Publish
& Engage
8. Monitor
& Measure

24. Work Smarter – Not Harder
• Create
– A SM Plan (Strategy)
– A SM Calendar
– A Metric Worksheet
– A SM Account Sheet
• Use a Social Media
Dashboard to Manage
all your Social Media
• Time Management

25. ROI (Return on Investment): Metrics & Tools
Metrics to Measure
• Engagement
• Reach
• Referral Traffic
• Share of Voice
• Influence
• Conversation Rate
• Amplification Rate
• Applause Rate
• Economic Value
Measurement Tools (Just a Few)
• Google Analytics
• Sprout Social
• Trackur
• Klout
• TwentyFeet
• Foller.me
• Twitalyzer
• Tweetreach
• Facebook Insights
• Linkedin Profile Stats
• CrowdBooster
• All My +54 Tools Free
http://bit.ly/YLLsWx

26. Where is Social Media Going
• Video / Podcasts
• Mobile Marketing
• More with Less Sites
• Social Media Advertising is a
Necessity
• Content Marketing is King
For more 2013 Trends read: 21
Social Media Predictions for
2013 From the Pros -
http://www.socialmediaexami
ner.com/social-media-
predictions-2013/#more-
31238

27. Marshall David Jones – “Touchscreen”
Video Link: http://www.youtube.com/watch?v=GAx845QaOck

28. REFERENCES

29. References
• 123 Stock Photo. (n.d.). 11175711 [Image file]. Retrieved from
http://www.123rf.com/photo_11175711_social-media-concept-in-
word-tag-cloud-on-white.html
• Brenner, J. (2012, November 13). Pew Internet: Social networking
(full detail). Retrieved from
http://pewinternet.org/Commentary/2012/March/Pew-Internet-
Social-Networking-full-detail.aspx
• Garst, K. (n.d.). See the results [Graphic file]. Retrieved from
http://kimgarst.com/results/
• Kaushik, A. (2011). Best social media metrics: Conversation,
amplification, applause, economic value. Retrieved from
http://www.kaushik.net/avinash/best-social-media-metrics-
conversation-amplification-applause-economic-value/

30. References, Cntd.
• Online Social Networking. (n.d.). [Graphic]. Social networking sites.
Retrieved from http://online-social-
networking.com/images/social_networking_sites.jpg
• Pangburn, E. (2013, April 7). How many blogs are there [Blog post].
Retrieved from http://snitchim.com/how-many-blogs-are-there/
• Private Solutions, LLC. (2012). Social media time management
infographic [Image file]. Retrieved from
http://privatesolutionsllc.com/wp-
content/uploads/2012/06/socialmedia-time-management-
inforgraphic.jpg
• Qualman, E. (2012, November 7). [Video] Social media revolution
2013. Retrieved from
http://www.youtube.com/watch?v=QUCfFcchw1w

31. References, Cntd.
• Solis, B., & Thomas, J. (n.d.). [Graphic] The
Conversation Prism. Retrieved from
http://www.theconversationprism.com/
• Stelzner, M. (2013, April 3). 2013 Social Media
Marketing Industry Report: Benefits of social media
marketing. [Graphic]. Retrieved from
http://www.socialmediaexaminer.com/social-media-
marketing-industry-report-2013/
• Stelzner, M. (2013, April 3). 2013 Social Media
Marketing Industry Report: Commonly used social
media tools. [Graphic]. Retrieved from
http://www.socialmediaexaminer.com/social-media-
marketing-industry-report-2013/

32. References, Cntd.
• Stelzner, M. (2013, April 3). 2013 Social Media Marketing Industry
Report: Top 5 social media questions marketers want answered.
Retrieved from http://www.socialmediaexaminer.com/social-
media-marketing-industry-report-2013/
• Vocell, J. (2012, October 17). 5 social media metrics you should be
monitoring. Retrieved from
http://socialmediatoday.com/jvocell/914271/5-social-media-
metrics-you-should-be-monitoring
• Widrich, L. (2013, May 2). Social Media in 2013: User Demographics
For Twitter, Facebook, Pinterest And Instagram [ Blog post].
Retrieved from http://blog.bufferapp.com/social-media-in-2013-
user-demographics-for-twitter-facebook-pinterest-and-instagram
• Youtube. (n.d.). Statistics. Retrieved from
http://www.youtube.com/yt/press/statistics.html