All About Social Media

@EricTTung #UHDMKTerict.co/UHDMKT
Holy Crap,
You Can
Get Paid
To Be On Facebook?
All About Social Media in
Business, Jobs & Reputation

Hi!
Eric T. Tung
• Social Media
Manager @ BMC
• Univ. Texas 05
Graduate
• 5 Years in Social
• 65,000 Twitter
followers
• Forbes #1 Social
Media Network

This Was A Cool Album

This Was A New Car

This was probably you.

And This Was The Internet

1999, My First Website…

2005, TheFacebook.com

2008, Joined Twitter

2008, GDF SUEZ
Marketing
Communications
- Telemarketing
- Promo Products
- Trade Shows
- Newsletters
- Google Ads
- Social Media

2011, Social Media Specialist

What I‟m Gonna Tell Ya.
• 1. What‟s Social Media about?
• 2. Wait, You Get Paid For This?
• 3. Keeping Your Reputation Up.
• 4. What You Should Do Right
Now.

Generated
in sales from Twitter as
early as 2009
$6.5 million

Has helped over 150,000
customers through
Twitter, @ComcastCares

Blog for customer interaction
results in 50,000
new product ideas

Ford sent Fiestas to the top
100 bloggers in Europe for a
year: generated 31,000 pieces
of content and 60% awareness…
before the car was ever sold

Raised $5,000,000
from 500,000 donors
in 2 days after
Haitian earthquake

Social Networking is
HUGE. World Populations
China 1,354M
India 1,210M
1,060M
500M
400M
USA 315M
Indonesia 237M
Brazil 194M
Pakistan 182M
Nigeria 170M
Russia 152M

@EricTTung #UHDMKTerict.co/UHDMKT slide 21
The media landscape is changing…

Francis vs. Benedict:

Bush „01
Obama „13

Maybe even no more newspapers…

People are shifting from web-based
email to mobile, SMS, Facebook…

Online Marketing Channels
Paid
Internet Advertising
PPC – Search Marketing
Mobile Advertising
Sponsorships
Paid Applications
Owned
Brand and Product
Websites
Mobile Brand and
Product Websites
Proprietary Mobile
Applications
Customer Care Services
Proprietary Digital
Content
Proprietary Blogs
Earned
Social Media (Pages &
Feeds)
Word of Mouth
User Forums
News, PR, Announcements
Blogger Relationships

“PR is taking a
back seat to
Social Media”
- Todd Wheatland, VP,
Head of Thought Leadership
Kelly Services

1 . There’s a lot more
people in the public than
you can ever have in your PR
group.
2. 92% trust recommendations
of friends and family above
all other forms of
advertising
Nielsen Global Trust in
Advertising Report, 2012

One Message Before Social Media
Word of Mouth

One Message After Social Media Word
of Mouse

“A brand is no
longer what we
tell the
consumer it is
– it is what
consumers tell
each other it is.”
- Scott Cook, co-founder
Intuit, Board Member Ebay, P&G

People Are Talking

@EricTTung #UHDMKTerict.co/UHDMKT@EricTTung #UHDMKTerict.co/UHDMKT

“Companies can no longer
control the message, but
they can control the
results if they are
aware of which channels
of communication their
audience is using”
- Dragonfly Media

• The Greatest Customer Service
Story Ever Told, Starring
Morton‟s Steakhouse
http://shankman.com/the-best-customer-service-story-
ever-told-starring-mortons-steakhouse/

“Nature gave us one
tongue and two ears so
we could hear
twice as much
as we speak.”
- Epictetus

30% of all
companies now
use social for
customer
service

How Quickly Should You
Respond?
http://www.socialmediaexplorer.com/social-media-marketing/whats-your-social-media-
average-response-time/

This is how you win real-time
marketing…

So… What Do People Want
From Social Media?
Incentives, Discounts 77%
Customer Service 46%
Offer Feedback 39%
Games, Contests 26%
Marketing 21%
Cone 2010 Customer New Media Study
by OCR, Oct 2, 2010

What‟s Next for
Social?
Four Big Trends

1. Social Network
Consolidation
•
• a
• A
• a
• a

1. Social Network
Consolidation
• Networks will continue to merge
• Even if not
acquired, technology will
continue to offer cross-
sharing, posting.
• Data will be shared cross-
network allowing for better
targeting.
• Smaller networks will lose out.

2. Social Tool Integration
• HootSuite, Buffer, etc.
consistently add networks…

• Bottlenose: “find and grasp
trends that matter from noisy
social streams”

• Tools like IFTTT and Zapier
using APIs to automate social.
• Tools can the integrate social
into real world.

@EricTTung #UHDMKTerict.co/UHDMKT#BlogElevatedQ @EricTTung erict.co/blogelevated

• Real-World Inputs & Outputs
• Every time a blog gets a new
comment, turn a light on:
• When different blogs update,
change light colors:
#BlogElevatedQ @EricTTung erict.co/blogelevated

Ever Wonder Why Target Always
Asks If You Want Their REDcard?

3. Big Data
• Using large data
trends, Target was
able to predict a
teen‟s pregnancy
before her dad
knew.
• Based on Products
purchased, Target
Develops a
pregnancy score.

3. Big Data
• Think about the
huge amounts of
data used across
social daily.
• How could that be
used by marketers
to more precisely
target customers?

4. The Sharing Economy…

100 Years Ago…
Agricultural Economy

50 Years Ago…
Manufacturing Economy

25 Years Ago…
Service Economy

Now…
Experience Economy.

Into The Future…
The Sharing Economy

Wait, you get
paid to be on
social?

Yes, There’s lots of
Social Jobs
Social Content Writer 30%
Social Marketing Manager 27%
Social Strategist 16%
Social Media Specialist 14%
PR Brand Manager 7%
Online Community Manager 5%
Social Titles via Onward Search Recruits, 2012

Ok, How Much Do You Make?
Social Marketing Mgr: 73k-116k
Social Strategist: 55k-103k
Online Community Mgr: 54k-79k
PR Brand Manager 49k-90k
Social Media Specialist 46k-71k
Social Content Writer 22k-60k
25% & 75% percentile
Indeed.com for New York City

At BMC Software
Mark,
VP Global Connect
Debbie,
Social Media Lead
Ann,
Sr Manager, PR
Tara,
PR Manager
Eric, Alison, Jana
Social Media Mgrs.
Matt, Anirban, Gitte
Community Mgrs

My Day.
• Engagement
• Education
• Entertainment
• Empowerment
• „Earing

Importance of Social Media
10% of organizations
report an employee who
has done something via
Social media that
damaged its reputation

Be Professional.

Conduct Guidelines – Be
Professional
“We do not know the total millions of dollars
FedEx pays Ketchum…We are confident
however, it is enough to expect a greater
level of respect and awareness from someone in
your position…A hazard of social networking is
people will read what you write.”
Be Nice.

Be Transparent.

Take it offline.

What About Personal
Reputation?

Anthony Weiner
Resigned From
Congress…
Due to
inappropriate
Tweet
How Can You Maintain A Good
Reputation Online?

"@calpizzakitchen black button
ups are the lamest shit ever!!!."

Ex NFL Star,
Brian
Holloway

Estimated $20,000-$30,000 in
Damage

What You Post Online…
Lives Forever.

“39% of employers
use social networking
to research job
candidates”

“43% have found
info factored into
their decision not
to hire a candidate”

“19% have found
info that influenced
their decision to
hire a candidate”

Over 90% of companies
will use social media
for hiring

Recruiters On Social At
All-Time High
82%
89%
92%
2010 2011 2012

Social Networks Used for
Hiring
78%
55%
45%
87%
55%
47%
93%
66%
54%
LinkedIn Facebook Twitter
2010
2011
2012

86% of Recruiters Likely
to Look at Social Profiles
48%
25%
13%
14%
Always Use
Occasionally
If Provided
Never

How To Clean Up Social
How to not be this guy…

What Do Recruiters Not
Like Seeing?

Illegal Drug Use -78%

Sexual Posts -66%

Profanity -61%

Spelling/Grammar Errors -54%

Alcohol Consumption -47%

YES,54% of recruiters
said poor spelling
& grammar were
negative.. and only
said that photos
consuming alcohol were.
47%

Clean Up Your F‟n
Language…
And Learn Grammar.

Learn
How
To
Spell

Religious Posts – 53% Neutral
Political Posts – 62% Neutral

Professional Orgs – 80%

Non-Profit Involvement – 66%

Untag or Secure
Your Photos

Check Out
Your Groups

Update Your
Work &
Education
Info

More Facebook Tips…
• Ask Friends to
Remove content.
• Contact Facebook
to remove content.

When You Think You‟re
Done… “View As” Public.

Yourself.

Yes, Images Too.

• Check Links for
professionalism.
• Look several pages deep.
• Remove Pages from Google.
– (Google “Remove Pages from
Google”)
• Bury The Info.
– Get more pages that talk about you
(LinkedIn, YourName.com, etc).
Yourself.

”If you have something
that you don't want
anyone to
know, maybe you
shouldn't be doing it in
the first place.”
- Eric Schmidt,
Google Chairman

Get on LinkedIn.
1.Build Your Network
2.Opportunities Come To You
3.Industry Group Connections
4.Keep Resume Up to Date
5.Read Industry News
6.Get Noticed on Google

Get on #Twitter.
1.Stay on top of news & trends
2.Follow People in your field
3.Develop your Voice/Following
4.Connect with Brands
5.Connect with Celebs

Blog.
Establish a voice.
Make connections.
Great for Search Engines.
Great for Job Applications.

Show The World You Mean
Business.
Register Your Domain.

http://erict.co/UNCResources

What You Should Do.
• Check Facebook Privacy Settings
• Check Posts, Photos, Profile
• Google Yourself.
• Sign up for
Twitter, LinkedIn, and your
domain.
• Blog, blog, blog.
• Consider a career in social.
• Provide Value. Be Yourself.

Thank You!
• All Networks:
EricTTung
• Web: ericttung.com
• Email:
Eric@EricTTung.com
• SMS Card: Text
“EricTTung” to
50500

All About Social Media

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