Introductory presentation I prepared for the YES organization in February 2014. This presentation touches upon the basics of social media, how to devise a marketing strategy for either a personal or corporate brand, the major platforms to leverage, and a collection of tools and resources to manage campaigns effectively.
1. Social Media 101
Overview of current social media landscape and how to
reap the rewards of an emerging digital marketing trend.
Prepared by Jonathan Berthold
2. What is Social Media?
Organizing Your Social Media Strategy
Social Media Networks
Social Media Tools
Social Media Resources
3. A Blog can be the source from which you publish
valuable content and share to social sites – think of
blogs + social media sites as a spoke-and-wheel.
4. “Forms of electronic communication (as web sites for social networking and micro-
blogging) through which users create online communities to share information,
ideas, personal messages, and other content (as videos)”
~Merriam Webster
“Social Media is digital content and interaction that is created by and between
people”
~Sam Decker, Mass Relevance
Regardless of traditional definitions, the most important aspect of social media is
that it can create career opportunities and help establish an online presence for
your brand.
Sources:
Merriam Webster http://www.merriam-webster.com/dictionary/social%20media
Sam Decker http://www.merriam-webster.com/dictionary/social%20media
5. Network with people within your niche
Help you develop your online brand and increase exposure
Build active communities and jumpstart viral campaigns
Target niche audiences via advertising platforms
Build profiles in multiple channels and unique landing pages
About.me is a great resource
7. What are your goals?
Who is your target audience?
Which metrics decide the success of a campaign?
Which social channels are most appropriate?
8. Brand yourself as an expert and establish credibility
Educate and inspire your audience
Be honest and true to yourself
Create “ripples” and make a lasting impression
Become an influential member within your network
10. Position yourself as an expert in your field by producing fresh content
Create a central platform for your online brand – connect all social media
profiles
Build an interactive community by encouraging users to subscribe and
comment
Easy to setup with WordPress, Blogger, or Tumblr
Publish content directly to Twitter and setup a live Twitter stream on you
blog via widgets (custom Blogger and WordPress blogs can set this up
easily)
12. There are over one billion monthly active users, of which 669
million are active on a daily basis
Great social networking site for community building and contests
Employers actively inspect potential candidates’ Facebook profiles
Sophisticated advertising platform can help you increase exposure
via promoted products and regular display advertising
Can engage audience with contests and promotions
Sources:
Facebook Investor: http://investor.fb.com/releasedetail.cfm?ReleaseID=780093
13. Display Advertising
Regular display ads on the right side or through the new feed –
can be used for retargeting (through Adroll and soon, Facebook)
or driving traffic to external landing pages.
Promoted Page Advertising
Cost-effective method of building up a targeted audience.
Promoted Post Advertising
Generate exposure for content & offers via extensive targeting
platform.
16. Over 500 million registered users: over 200 million users are active on a
monthly basis
Cross-posting can be enabled from most popular social sites
Easy-to-use microblogging technology makes it easy to publish content and
build a following
Trending topics/hashtags (#) originated on Twitter and provide ample
opportunities to increase a brand’s visibility
Can leverage Twitter’s self-serve advertising platform to increase exposure
Sources:
Business Insider: http://www.businessinsider.com/twitter-total-users-active-and-registered-2013-9
17. For larger campaigns, you can leverage the viral power of Twitter’s
promoted advertising products to increase brand awareness
Twitter’s Advertising includes:
Promoted Individual Tweets
Promoted Individual Accounts
Promoted Trends ($$$$$)
Although it is defined as “paid media”, Twitter ads are less
obtrusive, more organic, and do not take away from user experience
compared to other forms of advertising
18. Append Hashtags to your tweets to improve the visibility of your
content
Don’t overdo hashtags though –
integrate them seamlessly within 140 character content on Twitter
Use consistent hashtags across all networks
*Don’t join the wrong conversation – use hashtags strategically
21. LinkedIn currently has 238 million registered members across the globe
Known as the world’s largest B2B social networking site
Its platform provides opportunities for both job seekers and job posters to
find employment and candidates respectively
Company and group pages provide ample opportunities for networking
LinkedIn Ads continues to evolve and provides ample targeting opportunities
Sources:
LinkedIn: http://press.linkedin.com/about
22. Regular Display Advertising
These ads appear on the right side of the site and allow brands to target niche
audiences
Sponsored Updates
Similar to Facebook’s Promoted Post advertising
Ad Targeting: you can target users based on:
Location
Industry
Job Function or Job Title
Demographics
Groups
25. World’s second largest social media site with over 359 million active
members
Google+ profiles can be synchronized with YouTube, Gmail, and
other Google products
Communities and branded pages offer opportunities for increased
exposure
Connecting Google+ profiles to blogs (Google+ Authorship) can
help boost click-through rates for blogs posts
Sources:
Business Insider: http://www.businessinsider.com/google-plus-is-outpacing-twitter-2013-5
27. The photo-sharing site reached 70 million members in June 2013, of which 20
million are active
Important social platform for e-commerce sites: users are more engaged on
Pinterest than Facebook
Highly visual images and interesting videos can go viral
Use of hashtags and pertinent keywords can increase visibility of visual
content
“Rich Pins” and future Promoted Pin advertising add creativity to platform
Sources:
Read Write: http://readwrite.com/2013/04/17/social-networking-for-marketers-pinterest-crushes-facebook-infographic#awesm=~oj9cQes48qRSWN
29. Instagram has over 150 million monthly active users
It has become popular for the photo editing features available within the
application, pushing Twitter, Facebook, and other companies to follow suit
Simplistic photo sharing ability allows users to upload images easily and
ubiquitously
Photos can be shared to other social networks
New Instagram ad platform provides opportunities for increased brand
exposure
Sources:
Mashable: http://mashable.com/2013/09/08/instagram-150-million-monthly-active-users/
32. YouTube is the world’s largest video sharing site, with more than 1 billion unique
visits each month
It is a more popular search engine than either Bing or Yahoo
Many brands have leveraged YouTube effectively to jump-start their marketing
activities and increase brand exposure
YouTube ads allow channel owners to monetize traffic and brands to generate
more exposure
YouTube’s interface makes it easy to upload and share videos to other social
networks such as Twitter and Facebook.
Sources:
YouTube: http://www.youtube.com/yt/press/statistics.html
33. The video generated 4.75 Million Views in the first three months
12,000 people signed up within the first 48 hours of the debut on
YouTube
The site crashed within 3 hours due to the amount of orders
Production costs totalled $4,500
$9.8 million secured by investors in November 2012
Source:
Entrepreneur: http://www.entrepreneur.com/article/224282#
35. 40 Million registered users
Most downloaded app back in April 2013 in the Apple store
Used by brands such as McDonalds, GE, Virgin Mobile, Microsoft
5 Tweets per second contain a link to Vine
Top industries are fashion, sports, automotive, technology, and print
Sources:
Digital Buzz Blog http://www.digitalbuzzblog.com/infographic-vine-the-facts/
The Verge: http://www.theverge.com/2013/8/20/4641980/vine-hits-40-million-registered-users-but-how-many-are-active
37. There are a variety of tools that can be used for both reporting and
content publishing, such as:
HootSuite: https://hootsuite.com
Radian6: http://salesforcemarketingcloud.com
SocialReport: http://socialreport.com
Sprout Social: http://sproutsocial.com
Wildfire: http://wildfireapp.com
38. The following platforms can be used to manage contests and community building
activities:
Offerpop: http://offerpop.com
WooBox: http://woobox.com
GroupAd: http://groupad.com
Extole: http://extole.com
ViralNinjas: http://viralninjas.com
Referral Candy: http://referralcandy.com
39. Blogging can be the central platform from which you launch your social
media marketing strategy
Leverage the popularity of the biggest networks and integrate them within
your social marketing
Networking is significant to get introduced to a wealth of career
opportunities
Your social media content needs to be both authentic and unique
Refrain from posting content that can damage your online brand
40. Mashable: http://mashable.com/social-media/
Social Media Today: http://socialmediatoday.com/
Social Media Examiner: http://www.socialmediaexaminer.com/
Jeff Bullas: http://www.jeffbullas.com/
Search Engine Watch: http://searchenginewatch.com/
Marketing Land:
http://marketingland.com/library/channel/social-mediamarketing
Tech Crunch: http://techcrunch.com/social/
41. Advanced Social Media Marketing, Tom Funk
Audience: Makreitngs in the
Age of Subscribers, Fans & Followers, Jeffrey K. Rohrs
Jab, Hab, Hab, Right Hook: How to Tell Your
Story in a Noisy Social World, Gary Vaynerychuk