Social media101 091013


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Social Media 101

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Social media101 091013

  1. 1. Social Media 101
  2. 2. Account Planning and Research Brand strategy, planning and consultation, qualitative and quantitative primary research, secondary research, target market identification, consumer insights, brand assessment, brand tracking, operational assessment and trend watching. Creative and Design Services Creative execution includes TV, radio, print, outdoor, brand identity, website creation, design services, brand evaluation and visual audit, environmental design, graphic and interactive communications, direct mail, direct response and email marketing. Interactive Services Site mapping, navigation, user interface/visual design, content development, intranet/extranet design, web analytics and experimental web environments. Social Media Services Strategy and planning, management and monitoring, measurement, campaign/contest development and execution, social media advertising planning and buying. Traditional and Emerging Media Broadcast, print, outdoor, online, iTV, mobile marketing, wireless, digital POS/kiosks, in-store design, POP, in-transit entertainment, media planning, media buying and search engine marketing. PUSH SERVICES
  3. 3. Importance of Social Media
  4. 4. Social Media Basics
  5. 5. SOCIAL MEDIA | WHAT IS SOCIAL MEDIA? Social Media is: • Conversational
  6. 6. SOCIAL MEDIA | WHAT IS SOCIAL MEDIA? Social Media is: • Collaborative
  7. 7. SOCIAL MEDIA | WHAT IS SOCIAL MEDIA? Social Media is: • User-focused
  8. 8. SOCIAL MEDIA | WHAT IS SOCIAL MEDIA? Social Media is: • Constantly evolving
  9. 9. SOCIAL MEDIA | WHAT IS SOCIAL MEDIA? Social Media is not: • A marketing strategy • A megaphone • All about you
  10. 10. SOCIAL MEDIA | WHY USE SOCIAL MEDIA? Why use social media on behalf of a brand/company? • People are already talking about you • Every business should engage in conversation with customers • Can be implemented with limited financial resources • Can return measurable results and ROI • Employees are already using social media, maybe even on your behalf, without your oversight or knowledge
  11. 11. SOCIAL MEDIA | WHY USE SOCIAL MEDIA? Social media can help you: • Reach new customers • Build stronger relationships and loyalty with your existing customers • Respond quickly in the event of a crisis • Communicate marketing messages, in a way that is integrated within your existing marketing channels
  12. 12. Social Media Channel Overview
  13. 13. Facebook
  14. 14. SOCIAL MEDIA | FACEBOOK U.S. Demographics
  15. 15. SOCIAL MEDIA | FACEBOOK Best Practices • Add links to grow your fan base (website, email signature, etc.). • Get organized. Create a calendar for messaging and stick to it. • If you don’t think the post is interesting, don’t post it. • Create a reason and value for users to want to “like” your brand’s page. • Respond to user interactions as quickly as you can.
  16. 16. Twitter
  17. 17. SOCIAL MEDIA | TWITTER U.S. Demographics
  18. 18. SOCIAL MEDIA | TWITTER Best Practices • Use website shorteners, such as, to track how many people click the link. • Use hashtags to connect keywords to gain new traffic to page. • Keep it short — Tweets under 100 characters receive 17 percent more engagement • Post in as real-time as possible, responding as quickly as possible to brand mention tweets.
  19. 19. Instagram
  20. 20. SOCIAL MEDIA | INSTAGRAM U.S. Demographics
  21. 21. SOCIAL MEDIA | INSTAGRAM Best Practices • Tell an interesting brand story through your image and captions. • Engage with your followers. Comment, follow back and like pictures. • Don’t post a photo just because you have one. • Get creative.
  22. 22. Pinterest
  24. 24. SOCIAL MEDIA | PINTEREST Best Practices • Make sure it’s a brand page, not a personal page. • • Link brand photos to your website. • Pin other people’s content to build a wider following.
  25. 25. Foursquare
  27. 27. SOCIAL MEDIA | FOURSQUARE Best Practices • Create your brand’s page on Foursquare • brands • Post local updates for customers who previously checked in to view • Apply a special offer for your customers when they check in to your company
  28. 28. Online Review Sites
  29. 29. SOCIAL MEDIA | ONLINE REVIEW SITES About TripAdvisor • Travel review community • Listings, forums, maps, pictures • Largest online travel resources • SEO friendly About Yelp • Venue review community • Listings, maps, pictures, ratings • Over 60 million registered users
  30. 30. SOCIAL MEDIA | ONLINE REVIEW SITES About Urbanspoon • Online restaurant guide • Shows listings, pictures, reviews About Google Places for Business • Business review community • Shows listings, reviews, maps, pictures • AdWords Express makes it easy to create an ad for your audience
  31. 31. SOCIAL MEDIA | ONLINE REVIEW SITES Best Practices • Claim your brand on applicable review sites so you can interact with guests who leave reviews about your business. • Monitor review sites regularly and respond publicly and privately as needed. • Don’t fight with a reviewer, get defensive or take things personally.
  32. 32. HR and Social Media
  33. 33. SOCIAL MEDIA | HUMAN RESOURCES RECRUITMENT • LinkedIn Groups • Find new talent • More generic and formal • Google+ Groups • Find new talent • More specific and informal • Speak like you would to someone on the phone — act like a “real” person. HR can use social media for: Recruitment
  34. 34. SOCIAL MEDIA | HUMAN RESOURCES AND SOCIAL MEDIA HR can use social media for: Employee Communication and Morale • Facebook Groups • Many levels of privacy control, including invite only • Communicate info quickly to employees • Share files and forms • Receive feedback, concerns, questions
  35. 35. SOCIAL MEDIA | HUMAN RESOURCES AND SOCIAL MEDIA HR can use social media for: Crisis / Unacceptable Behavior Management • Monitor social media platforms like Twitter and Instagram, so you: • Are alerted of the situation • Have proof of its occurrence • Can gather info to find the employee in violation
  36. 36. SOCIAL MEDIA | HUMAN RESOURCES AND SOCIAL MEDIA Unacceptable Behavior Examples:
  38. 38. Social Media Policies
  39. 39. SOCIAL MEDIA | SOCIAL MEDIA POLICY Social Media Policy • Every company needs to have one • Employees need to understand what is, and is not, acceptable to post • Protects your brand’s and your employees’ reputations
  40. 40. SOCIAL MEDIA | SOCIAL MEDIA POLICY Best Practices • Be responsible and be clear on what is acceptable to post • Hold employees accountable for violations • Update the policy as needed, as new platforms or topics surface • Include examples of what CAN be shared — without violating the policy
  41. 41. Key Takeaways
  42. 42. SOCIAL MEDIA | KEY TAKEAWAYS General Social Media Takeaways • Pick the social media platforms that best fit your company and target audience. • Be active and align your social media tactics with other marketing initiatives. • Monitoring and responding on social media are vital to success. • Don’t post something, just to post something. • Create a calendar for each platform and stick to it.
  43. 43. SOCIAL MEDIA | KEY TAKEAWAYS Social Media for HR Takeaways • Monitoring social media for crisis situations is necessary for every brand. • Develop a policy, distribute and enforce it. • Communicate what is acceptable, as well as what is not.
  44. 44. Thank you. Mark Unger Partner & Design Director