wsu - internet marketing spring 2012
DESCRIPTION
First lecture, by Alex Lawrence, on 1/5/12 - social media.TRANSCRIPT
Social Media: Time To Get In The Conversation
Alex Lawrence: Vice Provost – Weber State University
Twitter: @_AlexLawrence (underscore before my name)
LinkedIn: /AlexOnLinkedIn
Facebook: /AlexLawrence
Blog: StartupFlavor.com
Google+: Gplus.am/Alex
Street Cred – Social Media
47,000+ Twitter Followers (Top 5 in Utah)
4,700+ Facebook Friends (public account)
50,000+ Blog Readers/Subscribers (active in 2011)
2,600+ LinkedIn Connections
1,000+ FourSquare Friends
1,000+ mobile apps downloaded
Average 1,300+ clicks per link and 100K+ views per post
Which Networks and Profiles?LinkedIn, Google+, Facebook, Instagram, Twitter, YouTube & FourSquare
50M Users Put In Perspective
iPod
Internet
Radio
0 2 4 6 8 10 12 14
Years
Twitter Stats
200M registered users
Adding 500,000 per day
200 million unique visitors per month
150 million tweets per day
1 billion tweets per week
Largest VC raise in history = $800M
Facebook Stats
750+ million active users
50% log on once per day
130 friends
250 million active mobile users per month
30 billion pieces of content (links, news, blog posts, photos)
70% of Facebook users are outside of the United States
Instagram Stats
7 million users & 150 million photos uploaded in 9 months
80% applied filters
Took Flickr 2 years to get to 100 million photos
Only on iOS!
4 employees
Mobile Market Stats
Average teen sends 1500 texts per month
76% of all phone subscribers use texting
2.3 trillion texts sent in 2010
With only 19% smartphone market penetration
Over 500,000 iPhone apps, 37% are free
Within 5 years, mobile internet access > desktop access
17% of Time Spent Online = Social
Twitter and Facebook Users Under Age 35:
27% check status and post updates 10+ times per day
40% post updates while driving
30% use while on dates
64% post updates at work
Advertising $ Follow Eyeballs
1995 2010
Global Internet Ad Revenue
$55MM $90B
Ad Revenue Per User $9 $86
Global Internet Users
6MM 2.2B
Investors, Partners and Mentors
AngelList (8,000 introductions, 400 investments)
Due diligence on you via social – billboard worthy?
Can you connect with customers?
Talk to people you wouldn’t normally have access to Mark Suster (iActionable intro) Hank Haney (golf tips from Tiger Woods coach) Robert Scoble (introduction to potential partner) Chad OchoCinco (cell phone number) CBR Venture Capitalist ($20M raise) Scott Anderson (Zion’s Bank CEO)
How Do I Use Social For Business?
Be yourself
Don’t do or say something you wouldn’t mind sharing with an investor, employer or partner
Customers talk to each other online
It’s not a commercial
Real photos, custom backgrounds, detailed info
Be yourself
Convinced? Ok, At Least Try…
LinkedIn is a MUST 100% profile complete Use current photo Make sure everything is accurate Get recommendations Actively seek out connections in areas related to interests Investors, employers and partners will check you out here Paid account shows you who looks at your profile Keep it up to date IT IS YOUR RESUME
Activity Equals Influence
Either in or out
Animals smell fear – customers smell insincerity
Listen and Engage
Time – no quick fix, no quick results
Klout = free stuff
SEO value Rankings Clicks Customers
Encourage employees to be social, don’t block it!
Suggestions and Tools
Send out using a scheduling tool like Bufferapp.com
**Connect other networks (Twitter to LinkedIn, etc.)
Be sure to reply to people where they replied to you
Use a mobile application to share “live” updates
Setup keyword searches and join conversations
Suggestions and Tools
Tweetdeck (demo)
Klout (not perfect, but can be helpful)
NutshellMail (daily email summary)
Bufferapp.com
Google+ (many leaving to focus solely on this network)
Twentyfeet.com (analytics)
Crowdbooster
Where and What?
Let’s discuss which ones for you – Q&A About what? How often? Links to curated content Photos One entry point connected to multiple exit points Consistency Authenticity
Where and What?
Which networks don’t you like, get or understand? FourSquare Facebook Twitter Youtube Instagram Tumblr Google+ Klout Others?
Takeaways
Social media is not a toy for kids
It is not a fad
If you aren’t actively engaged now, you are behind
Employers, partners, investors and customers are there
The great equalizer
You will need to use it for most businesses
Remember This…
“Realize that the social media success equation isn’t big moves on the chess board, it’s little moves, made every day that eventually add up to a major shift.” -Jay Baer
Homework
Setup a Twitter, Facebook or Google+ account (you choose, but has to be new or less frequent)
Customize your profile in every aspect (name, photo, bio, links, background, etc.)
Start following, friending, circling people who are interesting but that you do not know. Also be sure to friend/follow/etc. me where you approve.
Engage in 5 “conversations” about a professional topic of your choice with an influencer (Klout score over 65) – excluding Alex. Conversation = multiple replies.
Copy/paste links to these conversations, email them with 2 paragraphs describing your +/- value of the interaction