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Social Media 101: An Integrated Approach
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Social Media 101: An Integrated Approach


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 …

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.

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  • 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
  • 6. About.Me Example
  • 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
  • 9. Blogging Platforms
  • 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)
  • 11. Facebook
  • 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.
  • 14. Facebook Example: Oreo
  • 15. Twitter
  • 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
  • 19. Twitter Example: Oreo
  • 20. Other Social Media Sites
  • 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
  • 23. LinkedIn Personal Profile
  • 24. LinkedIn Company Page
  • 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
  • 26. Google+ Business Page
  • 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
  • 28. Pinterest Example: Oreo
  • 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/
  • 30. Instagram Example
  • 31. Instagram Example
  • 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#
  • 34. YouTube Success Story 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
  • 36. Social Media Resources
  • 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
  • 42.  Jonathan Berthold  Email: jonberthold@gmail.com  LinkedIn: ca.linkedin.com/in/jonathanberthold/  Blog: http://jbertho.com/