Do you have a small business that needs some help attracting new customers? You’ve heard that promotion through social networks can be very effective, but you do not know where to start and how to choose the right platform for your business. In this presentation I will: - review the major social networks and the specifics of each (Facebook, YouTube, Instagram, Twitter, LinkedIn, Pinterest) - share examples of successful social network use by small companies I know - give some ideas for creating your social media growth strategy

1. Ekaterina Filippova
eKat Communication
www.ekatcommunication.ch

2. Programme
About me
Review of major social networks’ specifics: Facebook,
YouTube, Twitter, LinkedIn, Pinterest, Instagram
Examples of successful social media use by small
companies
Some ideas for your social media growth strategy

3. Aboutme
13+ years in Switzerland
8 years in American corp in
European communications department
Master’s in Media & Communications
2,5 years of freelance work in digital communication
English, French & Russian

4. Aboutme
Entrepreneurs & small businesses

5. - 208 -
Howmanysocialnetworksexist?
Photo source: https://www.quora.com/How-much-does-it-cost-to-make-a-social-network-website-exactly-like-Facebook-with-the-same-features
Stats source: https://en.wikipedia.org/wiki/List_of_social_networking_websites

6. Socialnetworkusersstats
Stats source: http://www.slideshare.net/wearesocialsg/digital-in-2017-global-overview

7. Usage%byregion
Stats source: http://www.slideshare.net/wearesocialsg/digital-in-2017-global-overview

8. Alittlebitofhumour

9. Facebook

10. Facebook
Usage statistics
Stats source: http://www.slideshare.net/wearesocialsg/digital-in-2017-global-overview
http://www.globalmediainsight.com/blog/facebook-users-statistics/

11. Facebook
Demographics
Stats source: http://www.slideshare.net/wearesocialsg/digital-in-2017-global-overview
http://www.globalmediainsight.com/blog/facebook-users-statistics/

12. Facebook
Type of content
Network’s main functions:
• Keep in touch with friends and share your news (users)
• Promote company, sell goods/services etc (companies)
Possible to create ads? Yes

13. Facebook
Success story: Mathilde Vermer
Strategy:
• Regular publication of posts interesting to target audience
(poems, blog entries)
• Active use of Facebook Ads for boosting certain posts
Results:
• ~1’500 likes
• + 50 new likes/week
• High engagement with large amount of post shares (up to
100+)

14. Facebook
Success story: Mathilde Vermer
Strategy:
• Regular publication of posts interesting to target audience
(poems, blog entries)
• Active use of Facebook Ads for boosting certain posts
Results:
• ~1’500 likes
• + 50 new likes/week
• High engagement with large amount of post shares (up to
100+)

15. Facebook
Company types: solopreneurs, mainly В2С but В2В sector is
growing as well
Industries: virtually any
Ideas for promoting your business:
1. Creation of company page
2. Creation of group
3. Creation of shop for selling items directly on the platform
4. Facebook Ads
5. Publication of useful/interesting/humorous/cute articles or
links
6. Creation of events (online & offline)
7. Promotion through personal profile

16. Facebook
Ideas for promoting your business:
7. Reposting colleagues’ information (cross-promotion)
8. Publication of link to full info on own website (e.g. blog posts)
9. Facebook Live video streaming sessions
10.Services showcase through Services tab
11.Creation of special promotions
12.Contest creation

17. YouTube

18. YouTube
Usage statistics
Stats source: http://www.globalmediainsight.com/blog/youtube-users-statistics/

19. YouTube
Demographics
Stats source: http://www.globalmediainsight.com/blog/youtube-users-statistics/
http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/

20. YouTube
Type of content
Network’s main functions:
• Viewing and upload of videos (users)
• Promotion of company, creation of video instructions etc
(companies)
Possible to create ads? Yes

21. YouTube
Company types: В2С, В2В, solopreneurs
Industries: entertaintment, art, health and beauty, food & drinks,
media, marketing
Stats source: https://medium.com/@Divimove_/insights-into-the-online-video-strategies-of-the-worlds-biggest-brands-and-industries-fd3337fe8968#.bpy0z2w3a

22. YouTube
Company types: В2С, В2В, solopreneurs
Industries: entertaintment, art, health and beauty, food & drinks,
media, marketing
Stats source: https://medium.com/@Divimove_/insights-into-the-online-video-strategies-of-the-worlds-biggest-brands-and-industries-fd3337fe8968#.bpy0z2w3a

23. YouTube
Success story: breew

24. YouTube
Success story: breew
Strategy:
• Regular publication of videos & playlists (founder talks,
Meilleur du web, web series, showcase of services)
Results:
• 1.1k+ subscribers
• Considered as an expert in video creation in Suisse
Romande

25. YouTube
Ideas for promoting your business:
1. Creation of instructional or entertaining videos
2. Video demos of your products
3. Creation of video interviews with specialists in your industry/
within company
4. Webinar live streaming
5. Video annotations
6. Key words use
7. Contest creation
8. Creation of relevant play-lists
9. Adding CTAs (Call to Action)
10.Posting videos on other social networks & own website
11.Making useful comment to other people’s videos
Photo source: http://www.misskrizia.com/interviews/4871/youtube-annotations-external-linking-2013-update/

26. Instagram

27. Instagram
Usage statistics
Stats source: http://www.globalmediainsight.com/blog/instagram-users-statistics/
https://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/
600

28. Instagram
Demographics
Stats source: http://www.globalmediainsight.com/blog/instagram-users-statistics/

29. Instagram
Type of content
Network’s main functions:
• Share photos with friends
Possible to create ads? Yes

30. Instagram
Success story: Sognare Roma

31. Instagram
Success story: Sognare Roma
Strategy:
• Regular posting of beautiful images of Rome (3-4 times/week)
with interesting stories in description
• Strategic use of # hashtags (key words)
• Following colleagues’ profiles, commenting & liking their photos
Results:
• 7,3k+ followers
• Constant stream of tour requests

32. Instagram
Company types: В2С, solopreneurs
Industries: entertainment, art, real estate, retail, food & drinks,
fashion, tourism, hospitality, beauty & fitness, sports, hobby & pet
products
Ideas for promoting your business:
1. Regular posting of beautiful/unusual photos related to what you
sell
2. Using popular or more specialised # hashtags
3. Photos/videos of your products or services
4. Special promotions for followers
5. Following colleagues/industry leaders, liking & commenting
6. Automatic posting to Facebook & Twitter
7. Facebook Ads
Info source: http://www.socialmediatoday.com/social-networks/anthonycarranza/2015-06-16/7-industries-benefit-most-social-media

33. LinkedIn

34. LinkedIn
Usage statistics
Stats source: http://www.globalmediainsight.com/blog/linkedin-users-statistics/
https://www.statista.com/statistics/274050/quarterly-numbers-of-linkedin-members/
467

35. LinkedIn
Demographics
Stats source: http://www.globalmediainsight.com/blog/linkedin-users-statistics/

36. LinkedIn
Type of content
Network’s main functions:
• Creation of online CV (users)
• Business networking (users)
• New talent search (company)
Possible to create ads? Yes

37. LinkedIn
Success story: Sarah Santacroce
Strategy:
• Regular publication of original articles on LinkedIn Pulse
• Active commenting on other users’ publications
Results:
• 4,1k+ followers
• Considered as an expert on LinkedIn in Suisse
Romande

38. LinkedIn
Success story: Sarah Santacroce
Strategy:
• Regular publication of original articles on LinkedIn Pulse
• Active commenting on other users’ publications
Results:
• 4,1k+ followers
• Considered as an expert on LinkedIn in Suisse
Romande

39. LinkedIn
Company types: В2С, В2В, solopreneurs
Industries: 148 different industries
Ideas for promoting your business:
1. The most effective promotion - through personal profile
2. Constructive and useful comments to other users’
publications (e.g. thought leaders in your industry)
3. Regular publication of original articles
4. Regular reposting of articles by thought leaders in your
industry
5. Participation in discussions of specialised topics in groups
6. Direct contact with potential clients and partners (InMail)
7. Creation of presentations on SlideShare
Info source: https://www.linkedin.com/pulse/linkedin-industry-rankings-see-which-tops-list-joshua-waldman

40. Twitter

41. Twitter
Usage statistics
Stats source: http://www.globalmediainsight.com/blog/twitter-users-statistics/

42. Twitter
Demographics
Stats source: http://www.globalmediainsight.com/blog/twitter-users-statistics/

43. Twitter
Type of content
Network’s main functions:
• Keep users updated on current events
Possible to create ads? Yes

44. Twitter
Company types: В2С, В2В, solopreneurs
Industries: telecom, airlines, finance, fashion, entertainment,
retail, automobile, alcoholic beverage
Ideas for promoting your business:
1. Networking with influencial people in your industry
2. Using popular or more specialised # hashtags
3. Customer service
4. Search for potential clients by using specialised # hashtags
5. Using coupons
6. Using ads
7. Market research through #hashtag use
Info source: http://visual.ly/most-socially-devoted-industries-twitter

45. Twitter
Success story: Cyon
Strategy:
• Tweets several times/day
• Used as customer service tool
Results:
• 2,2k+ followers
• Good customer service - fast reply for complaints =>
better reputation

46. Pinterest

47. Pinterest
Usage statistics
Stats source: http://www.globalmediainsight.com/blog/pinterest-users-statistics/
http://fortune.com/2016/10/13/pinterest-monthly-active-users/
150

48. Pinterest
Demographics
Stats source: http://www.globalmediainsight.com/blog/pinterest-users-statistics/

49. Pinterest
Type of content
Network’s main function:
• Saving useful links grouped by topic
Possible to create ads? Yes (only in US, Canada & UK)

50. Pinterest
Success story: Favor the Bold Communication

51. Pinterest
Success story: Favor the Bold Communication
Strategy:
• Creation of large amount of thematic boards
• Regular and frequent addition of pins on topics of interest to
target audience
• Addition of pins with links to own blog posts
Results:
• 1,3k+ followers
• Increased traffic to website (up to 60%) and sales of workbook

52. Pinterest
Company types: В2С, В2В, solopreneurs
Industries: hospitality, tourism, beauty & fitness, pets products
Info source: https-//leveragenewagemedia.com/images/social-infographic-2014
http://growepic.com/channel?channel=pinterest
https://blog.bufferapp.com/pinterest-marketing-tips

53. Pinterest
Ideas for promoting your business:
1. Creating pin with link to info & websites of interest to your
target audience
2. Creating re-pins of other companies/influencers in your
industry
3. Creating pins with links to your own materials or website
4. Adding a pin, board or profile to your website
5. Creating rich pins with additional info about your products
6. Writing detailed descriptions rich with key words
Info source: https-//leveragenewagemedia.com/images/social-infographic-2014
http://growepic.com/channel?channel=pinterest
https://blog.bufferapp.com/pinterest-marketing-tips

54. Whichsocialnetworktochoose?
Stats source: http://growepic.com/by-industry
https://www.socialmediaexaminer.com/wp-content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf

55. Whichsocialnetworktochoose?
Stats source: http://growepic.com/by-industry
https://www.socialmediaexaminer.com/wp-content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf

56. Whichsocialnetworktochoose?
1. THE ONE THAT IS USED BY YOUR TARGET
AUDIENCE
2. The one YOU will be able to use regularly and would
have time for
3. The one for which it will be the easiest to create content
Focus on one network, be active for 3-6 months =>
evaluate your progress & add new networks or make
changes

57. Ekaterina Filippova
eKat Communication
+41 76 296 8958
contact@ekatcommunication.ch
ekatcommunication.ch
facebook.com/ekatcommunication