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The 5 w’s of effective social media2

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Morgan Hammond
Morgan Hammond

The document discusses the importance of social media for businesses, higher education institutions, and non-profits. It notes that customers, students, and donors are increasingly online and using social media to research options and make decisions. The majority of an organization's competitors are also using social media. It then provides data on the percentage of people and organizations using various social media platforms. The rest of the document consists of questions for a panel discussion on choosing platforms, finding content, and tools for social media.

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The 5 W’s of Effective Social Media #5WsMedia #TXSMC12 @TSMRI
Quit Asking If or When and Start Asking the 5 W’s #5WsMedia
Discussion Moderators Morgan Hammond, Information Specialist and Social Media Mogul @ ACEF Holley Atkinson, Doctoral Graduate Assistant and Trend Clincher @ ACEF Laura Whetstine, Services Coordinator and Social Media Rebel @ ACEF #5WsMedia
Panel Members Katie Katrina Kathy Hoffman Phillips Goodman Back at the Ranch, Career Services, Bruner Motors, Owner Program Specialist Customer Relations & Social Media #5WsMedia
Social Media is a Necessity! Why? #5WsMedia
1. Your customers are online 77.3% of Americans and 68.6% of Texans have access to the internet U.S. Census Current Population Survey #5WsMedia
Business 70% of customers click-through on a retail blog to the firm’s website 68% of consumers use YouTube to browse and research products 33% of Facebook users purchased an item after they saw it on their newsfeed or a friend’s wall 59% of Pinterest users purchased after they saw an item on the social media site 55% of consumers share their purchases socially on Facebook, Twitter, Pinterest and other social sites! SteelHouse Social Shopping Survey 2012 #5WsMedia
Higher Education 80% of educators have at least 1 social network account They are using them to teach (blogs and wikis), and Interact with students (Facebook, Twitter and LinkedIn) And fellow educators (Facebook, Twitter, LinkedIn) From: babson survey research group 75% of surveyed teens (1000),ages 13-17, have a Social networking profile. 51% visit social networking Sites daily. From: Common Sense Media #5WsMedia
Non-Profit 10% of the surveyed non-profits that fundraise directly on social media have raised over $10,000 in funds The respondents reported an average of 8,314 Facebook likes, 3,289 Twitter followers, and 2,367 YouTube likes The highest percentage of new online donors giving their first gift on the web were between 55-64 years old 43% of the surveyed non-profits budget $0 for their social networking activities #5WsMedia
2. Consumers are using the internet to make important decisions #5WsMedia
Business Googled a A Cone Inc. Survey says: Potential Partner 80% of those surveyed say they have 72 changed a purchasing decision due to a bad review online 70 68 68% of those surveyed say they trust 66 online reviews that have both good and 64 bad comments 62 60 58 Women Men #5WsMedia
Higher Education What Social Media sites do students use when researching institutions? Pinterest Twitter Facebook YouTube YouTube Twitter Facebook Pinterest 0 10 20 30 40 50 60 2012 Social Admissions Report by Inigral 67% of surveyed students think that colleges/universities should have a social media presence 68% of surveyed students have used social media to research colleges/universities #5WsMedia
Non-Profit Survey Participants who use social networking tools like Facebook, Twitter, and YouTube communicate with their networks more regularly and send more messages. This resulted in increased fundraising results by up to 40% npEngage The 12-month value of a non profit supporter on Facebook is $214.81 Nonprofit Social Networking Benchmark Report #5WsMedia
3. Your Competition is already there 90% Of the polled Small Businesses have at a presence on any of the following: Facebook, Google+, Twitter, Pinterest, and LinkedIn Vertical Response 100% Of the polled Higher Education institutions have some form of social media University of Massachusetts Dartmouth Social Media Study 93.3% Of the polled Non-Profit organizations have at least 1 Social Network account Nonprofit social network survey #5WsMedia
1. Why? 2. Who? 3. Where? 4. What? 5. When?
Panel Members Katie Katrina Kathy Hoffman Phillips Goodman Back at the Ranch, Career Services, Bruner Motors, Owner Program Specialist Customer Relations & Social Media #5WsMedia
Panel Questions Platform: 1.When did you join the social media scene? 2.What platform(s) did you start with? 3.How did you decide which platform(s) to use? 4.Do you plan on expanding to any other platforms? 5.Which platform has been the most successful for you? Why? #5WsMedia
The Conversation Prism Developed in 2008 Updated in 2009 Over 4000 Social Networks 43.7% of global internet users visited Facebook today, 31.89% visited YouTube, and 8% visited Twitter. Only 43.5% visited Google and 19.93% visited Yahoo. Brian Solis and JESS3 Theconversationprism.com
Panel Questions Content: 1.Where do you find content? 2.Where do you go for inspiration? 3.Where do you have the most interaction with customers? 4.How do you measure the success of your posts/content? 5.Do you have a social media marketing plan? #5WsMedia
Panel Questions Tools: 1.What tools do you use to post content? 2.What tools do you use to measure success? 3.Do you track customer interactions and engagement? 4.Do you track your reputation on Social Media? 5.Do you use a Customer Relationship Management(CRM) software for social media? #5WsMedia
1. Why? 2. Who? 3. Where? 4. What? 5. When?
Sources: Nonprofitsocialnetworksurvey.com Vertical Response Mashable Napkin Labs Initi8 Marketing Bloomberg Businessweek 2012 Social Admissions Report from Inigral Social Media, Social Life: How Teens View Their Digital Lives from Common Sense Media Teaching, Learning, and Sharing: How Today’s Higher Education Faculty Use Social Media from Babson Survey Group SteelHouse Social Shopping Survey The Conversation Prism npEngage Non Profit Marketing Guide Social Media 4 Nonprofits Non Profit Quarterly Inigral #5WsMedia

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The 5 w’s of effective social media2

  • 1. The 5 W’s of Effective Social Media #5WsMedia #TXSMC12 @TSMRI
  • 2. Quit Asking If or When and Start Asking the 5 W’s #5WsMedia
  • 3. Discussion Moderators Morgan Hammond, Information Specialist and Social Media Mogul @ ACEF Holley Atkinson, Doctoral Graduate Assistant and Trend Clincher @ ACEF Laura Whetstine, Services Coordinator and Social Media Rebel @ ACEF #5WsMedia
  • 4. Panel Members Katie Katrina Kathy Hoffman Phillips Goodman Back at the Ranch, Career Services, Bruner Motors, Owner Program Specialist Customer Relations & Social Media #5WsMedia
  • 5. Social Media is a Necessity! Why? #5WsMedia
  • 6. 1. Your customers are online 77.3% of Americans and 68.6% of Texans have access to the internet U.S. Census Current Population Survey #5WsMedia
  • 7. Business 70% of customers click-through on a retail blog to the firm’s website 68% of consumers use YouTube to browse and research products 33% of Facebook users purchased an item after they saw it on their newsfeed or a friend’s wall 59% of Pinterest users purchased after they saw an item on the social media site 55% of consumers share their purchases socially on Facebook, Twitter, Pinterest and other social sites! SteelHouse Social Shopping Survey 2012 #5WsMedia
  • 8. Higher Education 80% of educators have at least 1 social network account They are using them to teach (blogs and wikis), and Interact with students (Facebook, Twitter and LinkedIn) And fellow educators (Facebook, Twitter, LinkedIn) From: babson survey research group 75% of surveyed teens (1000),ages 13-17, have a Social networking profile. 51% visit social networking Sites daily. From: Common Sense Media #5WsMedia
  • 9. Non-Profit 10% of the surveyed non-profits that fundraise directly on social media have raised over $10,000 in funds The respondents reported an average of 8,314 Facebook likes, 3,289 Twitter followers, and 2,367 YouTube likes The highest percentage of new online donors giving their first gift on the web were between 55-64 years old 43% of the surveyed non-profits budget $0 for their social networking activities #5WsMedia
  • 10. 2. Consumers are using the internet to make important decisions #5WsMedia
  • 11. Business Googled a A Cone Inc. Survey says: Potential Partner 80% of those surveyed say they have 72 changed a purchasing decision due to a bad review online 70 68 68% of those surveyed say they trust 66 online reviews that have both good and 64 bad comments 62 60 58 Women Men #5WsMedia
  • 12. Higher Education What Social Media sites do students use when researching institutions? Pinterest Twitter Facebook YouTube YouTube Twitter Facebook Pinterest 0 10 20 30 40 50 60 2012 Social Admissions Report by Inigral 67% of surveyed students think that colleges/universities should have a social media presence 68% of surveyed students have used social media to research colleges/universities #5WsMedia
  • 13. Non-Profit Survey Participants who use social networking tools like Facebook, Twitter, and YouTube communicate with their networks more regularly and send more messages. This resulted in increased fundraising results by up to 40% npEngage The 12-month value of a non profit supporter on Facebook is $214.81 Nonprofit Social Networking Benchmark Report #5WsMedia
  • 14. 3. Your Competition is already there 90% Of the polled Small Businesses have at a presence on any of the following: Facebook, Google+, Twitter, Pinterest, and LinkedIn Vertical Response 100% Of the polled Higher Education institutions have some form of social media University of Massachusetts Dartmouth Social Media Study 93.3% Of the polled Non-Profit organizations have at least 1 Social Network account Nonprofit social network survey #5WsMedia
  • 15. 1. Why? 2. Who? 3. Where? 4. What? 5. When?
  • 16. Panel Members Katie Katrina Kathy Hoffman Phillips Goodman Back at the Ranch, Career Services, Bruner Motors, Owner Program Specialist Customer Relations & Social Media #5WsMedia
  • 17. Panel Questions Platform: 1.When did you join the social media scene? 2.What platform(s) did you start with? 3.How did you decide which platform(s) to use? 4.Do you plan on expanding to any other platforms? 5.Which platform has been the most successful for you? Why? #5WsMedia
  • 18. The Conversation Prism Developed in 2008 Updated in 2009 Over 4000 Social Networks 43.7% of global internet users visited Facebook today, 31.89% visited YouTube, and 8% visited Twitter. Only 43.5% visited Google and 19.93% visited Yahoo. Brian Solis and JESS3 Theconversationprism.com
  • 19. Panel Questions Content: 1.Where do you find content? 2.Where do you go for inspiration? 3.Where do you have the most interaction with customers? 4.How do you measure the success of your posts/content? 5.Do you have a social media marketing plan? #5WsMedia
  • 20. Panel Questions Tools: 1.What tools do you use to post content? 2.What tools do you use to measure success? 3.Do you track customer interactions and engagement? 4.Do you track your reputation on Social Media? 5.Do you use a Customer Relationship Management(CRM) software for social media? #5WsMedia
  • 21. 1. Why? 2. Who? 3. Where? 4. What? 5. When?
  • 22. Sources: Nonprofitsocialnetworksurvey.com Vertical Response Mashable Napkin Labs Initi8 Marketing Bloomberg Businessweek 2012 Social Admissions Report from Inigral Social Media, Social Life: How Teens View Their Digital Lives from Common Sense Media Teaching, Learning, and Sharing: How Today’s Higher Education Faculty Use Social Media from Babson Survey Group SteelHouse Social Shopping Survey The Conversation Prism npEngage Non Profit Marketing Guide Social Media 4 Nonprofits Non Profit Quarterly Inigral #5WsMedia