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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Social Media 101: An Integrated Approach Social Media 101: An Integrated Approach Presentation Transcript

  • 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
  •  What is Social Media?  Organizing Your Social Media Strategy  Social Media Networks  Social Media Tools  Social Media Resources
  • 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.
  •  “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 Sam Decker
  •  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  is a great resource
  • About.Me Example
  •  What are your goals?  Who is your target audience?  Which metrics decide the success of a campaign?  Which social channels are most appropriate?
  •  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
  • Blogging Platforms
  •  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)
  • Facebook
  •  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:
  •  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.
  • Facebook Example: Oreo
  • Twitter
  •  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:
  •  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
  •  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
  • Twitter Example: Oreo
  • Other Social Media Sites
  •  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:
  •  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
  • LinkedIn Personal Profile
  • LinkedIn Company Page
  •  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:
  • Google+ Business Page
  •  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:
  • Pinterest Example: Oreo
  •  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:
  • Instagram Example
  • Instagram Example
  •  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:
  •  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:
  • YouTube Success Story Source: Entrepreneur:
  •  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 The Verge:
  • Social Media Resources
  •  There are a variety of tools that can be used for both reporting and content publishing, such as:  HootSuite:  Radian6:  SocialReport:  Sprout Social:  Wildfire:
  •  The following platforms can be used to manage contests and community building activities:  Offerpop:  WooBox:  GroupAd:  Extole:  ViralNinjas:  Referral Candy:
  •  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
  •  Mashable:  Social Media Today:  Social Media Examiner:  Jeff Bullas:  Search Engine Watch:  Marketing Land:  Tech Crunch:
  •  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
  •  Jonathan Berthold  Email:  LinkedIn:  Blog: