3. Twitter
What is Twitter?
• Social networking and microblogging service where users send and read short 140-
character text messages, called “tweets”, that has been around since 2006.
Details:
• When others subscribe to your Twitter they are known as your followers.
• Users can group posts together using hashtags (words or phrases prefixed with a "#" sign)
• The "@" sign followed by a username is used for mentioning or replying to other users.
• To “Retweet” a message from another Twitter user, is to share it with one's own followers.
4. Twitter
What is Twitter best used for:
• Source for news, information and emotional release.
Why would a brand use it:
• Announce news or join relevant timely conversations
• Product information/promotions
• Get ahead of customer feedback
Top Followed:
• Katy Perry (54.4MM), Justin Bieber (52.8MM), Barack
Obama (44.07 MM), YouTube (43.6MM), Lady Gaga
(41.6MM), Taylor Swift (41.8MM), Britney Spears
(38.05MM), Rihanna (36.4MM) and Instagram
(33.8MM).
5. Case Studies:
Twitter Handle: @Oreo
Followers: 376K
Company: Oreo
What: Free PR stunt with Oreo’s
digital voice during the Super Bowl
black out. 36% of viewers intended to
use a second screen when viewing
the game.
6. Twitter Handle: @TheEllenShow
Followers: 29.7MM
Company: Samsung
What: According to CEO of Publicis,
the selfie was worth between
$800MM-$1B to Samsung. Most RT
and Favorited tweet of all-time.
Case Studies:
7. Twitter as a tool for Cogent:
• Drive traffic
• Informational voice of different brands managed
• Celebrity seeding, as is already being done
• “Listening” and “speaking” tool
8. Vine
What is Vine?
• A free mobile app owned by Twitter.
• Released in January 2013 and already has an estimated 60 Million users
• Users create and post short looping video clips that can be shared to Vine, Twitter
and Facebook.
• These clips are only a maximum of six seconds long.
Top 10 most followed Viners: Nash Grier (8.8MM),King Bach (7.4MM),Brittney Furlan
(6.7MM),Jerome Jarre (6.6MM),Curtis Lepore (5.3MM),Josh Peck (5MM),Marcus Johns (5MM),Rudy
Mancuso (5MM),Jerry Purpdrank (5MM),Nicholas Megalis (4.3MM)
9. Helpful Vine Tips and Terms
Tips:
• Use a Tripod
• Use headphones with built in mic for
better sound
• Create “how to” video content
• Always use hash tags to join topics
• Be Creative
Terms:
• Re-Vine: Sharing the video to your
friends (like a retweet)
• Loop: Total number of views
• Viner: A person who shares vines
• Channels: Different types of vine
genres
10. How to Use Vine:
• Download the App
• Create a profile
• Record your first “vine” video
(only on mobile devices)
• Share it to Vine, Instagram,
Twitter and Facebook
11. Uses/Facts
What is Vine best used for:
• As a quick effective way to leverage video.
o Humor/Comedy, Sports, Special effects tend to be the most popular Vines.
Why do brands use Vine:
• Brands use vine to creatively build brand awareness through short video clips.
Facts:
• In 2013 mobile devices exceeded the entire worlds human population.
• In April 2013 vine was the most downloaded app in the apple store.
• By 2017 video will be two-thirds of the worlds data
• A branded vine is 4x more likely to be seen than a branded video.
12. Top 7 Types of Brand Integration
1. Celebrities
2. Use Your Logo
3. Animation
4. Infinite Looping
5. Candid Camera
6. Let the Influencers Do
the Work
7. Hire a Director
13. Vine Stars:
Vine Handle: Lauren Giraldo
Followers: 2.8M Followers
Loops: 2,211,577MM
A 16-year-old social media Star who
makes about $2,000 per sponsored
Vine. Her videos are mainly just
random acts of comedy throughout
her daily life.
14. Vine Stars:
Vine Handle: Pinot W. Ichwandardi
Followers: 288K Followers
Loops: 142,904K
Company: Mountain Dew
His trademark is animated sketch
videos. Pinot answers that he gets
around $1,000 to $2,000 for each
branded video.
15. Case Study:
Vine Handle: Nicholas
Megalis and Rudy Mancuso
Followers: 4.3MM Followers
and 4.8MM Followers
Loops: 716,655K
Company: Trident
16. Vine as a tool for iSmoke:
Vine Handle: @Smoketricks206
Followers: 22,221k
17. Instagram
What is Instagram?
• An online mobile photo-sharing, video-sharing and social networking service
• Share to other platforms
• 200 million monthly active users
• Brands post on average of 5.5 posts by top brands a week
• 75 million active users daily
• 43% of top brands post daily
• One-third of instagram users are between 18 - 24
18. Instagram
What is used best for:
• Best used for sharing visuals, creating brand
equity, reaching the consumers, products,
showing new products, public events, sales,
etc.
Why do brands use Instagram:
• Brand equity/Cool factor
• Promotional content
Top Followed:
• Instagram (56MM), Kylie Jenner (10MM), Khloe
Kardashian (10MM), Ariana Grande (13MM), Justin
Bieber (17MM), TheFatJewish (568K)
19. Case Studies:
Instagram Handle: Michael O’neill
(Professional Photographer)
Followers: 550,000
Company: Vogue
What: Did an instagram photoshoot with
campaign with his iphone in places like
Grand Central.
Instagram Handle: Christine Hsu*
@kkarmalove
Followers: 170,000
Company: Fossil Watches
What: She got paid $75 per branded image
photo
20. Case Studies:
Instagram Handle: Swopes
Followers: 214K
Company: Casamigos
What: Photo-contest
Instagram Handle: Chrisozer
Followers: 561K
Company: Mercedes Benz
What: Hired photographers for a competition to
shoot the the Mercedes-Benz CLA. (17.5K)
Likes)
21. Instagram as a tool for Cogent:
Spyder Giveaway: Dan Bilzerian, professional poker player with 3.2 million followers. Average picture
over 140,000 likes. Loan him a Spyder in return for him taking a couple instagrams with it. Also the
instagram post goes to 3.8 million facebook fans.
Carnivor or Gascon Professional Photographer Campaign:
Pair up with 10 popular/professionalPhotographers and have
them run a campaign where they each post 5-10 pictures
with Gascon or Carnivor.Photographers like Kuiper who
averages 13,000 engagements per post. Incentive for
winner. Winner is chosen by most comments, likes, etc.
22. PinterestWhat is Pinterest?
• A visual discovery tool used to collect ideas for different projects and interests.
• Launched in 2010
Details:
• “The Pins”
o Pins can be almost anything—a gift, recipe, or even a quote.
o Little bookmarks people add to Pinterest that always point back to popular sites.
• “Beautiful boards”
o Boards where people collect and organize their Pins.
• “Connecting interests”
o Pinterest connects people through shared interests.
• “Simple discovery”
o Pinterest helps people discover things in a simple, visual way.
23. Pinterest
What is Pinterest best used for?
• Sharing content (images, videos, quotes..etc.)
creating social engagement, sales,
advertisement…etc.
Why would a brand use it?
• As a marketing tool to drive targeted
engagement.
Top Followed:
• Jane Wang (2.3MM), Lowe’s (3.4MM),
Christine Martinez, Ben Silbermann, Jennifer
Chong, Joy Cho, Evan Sharp.
24. How to use Pinterest:
1. Sign up or linking your FB/Twitter
profile.
2. Give it a name and shoot for a style
that you like.
3. Follow those who influence your
brand.
4. Then you should “pin” content onto
your board or upload your own original
content.
25. Case Studies:
Pinterest Handle: WSJ
Followers: 47, 873
Company: The Wall Street Journal
What: Realized that pictures weren’t their strengths, so
they used their board as a way of posting noteworthy
quotes from their articles.
Pinterest Handle: Nordstrom
Followers: 197,950
Company: Nordstrom
What: Nordstrom started using the service as a way to
inspire customers and tell a visual trend story. Help
customers create a big “wish list.”
26. Case Studies:
Pinterest Handle: WholeFoods
Followers: 194,441
Company: Whole Market Foods
What: Created community boards and partnered with
popular food and health experts on Pinterest
(iVillage, Joy Bauer and Jessica Smith) to broaden
their reach.
Pinterest Handle: Sephora
Followers: 310,741
Company: Sephora
What: Pinterest users were regularly saving their
favorite beauty products and inspiration onto
Pinterest boards, and many of those images were
from Sephora
27. Pros:
o Create inspiration boards (using the style of the
clients)
o Create neutral spaces for all the same content.
o One main board for LDV, then different boards
for (Corso Coffee, Lugo Caffe...etc)
o Able to see what people like from the brand as
they pin your content.
o Staying organized, categories of seasons,
trends, clients
Cons:
o More of a female-orientated social site (might
not work for all clients)
Pinterest as a tool for LDV:
28. YouTube
What is YouTube?
• A video-sharing website where users can
• Upload, view, and share videos.
• Created in 2005 and owned by Google since
late 2006
• More than 1 billion users visit YouTube every
month.
• 100 hours of video uploaded per minute
• YouTube reaches more U.S. adults aged 18–
34 than any cable network.
29. YouTube
What is YouTube best used for:
• As a search engine for videos.
Why would a brand use it:
• As a platform to host all videos without having to
pay for it.
• Easy to follow reach
• Connect with large audiences through popular
YouTubers
Top Followed:
• PewDiePie (28MM), Smosh (18MM), Hola Soy
German, VEVO (Rihanna, One Direction, Katy
Perry, Eminem), nigahiga, Machinima,
SkyDoesMinecraft, ERB, TheEllenShow and
TheFineBros.
30. Types of Brand Integration:
• Brand inspired content
• Product placement/integration
• Channel Sponsorships
• On screen annotations and on screen
video annotations
• Advertisement
o Before, during, or after video
31. What is a YouTuber?
Philip DeFranco
• CEO of DeFranco inc.
Owns and Runs 5 youtube channels
• Philip DeFranco (3,261,000+
subscribers)
• PhillyD (879,000+ subscribers)
• SourceFed (1,376,000+ subscribers)
• SourceFedNERD (669,000+
subscribers)
• ForHumanPeoples (182,000+
subscribers)
Owns and runs a clothing/ products
company
• (ForHumanPeoples.com)
Social Media
• Facebook- 540,900+ likes
• Twitter- 502,000+ followers
• Instagram- 261,000+ followers
Noted Partnerships
• -Gamefly -Dollar Shave Club
• -Netflix -Full Sail University
• -Ting -Samsung
An influencer that created a following through YouTube;
usually relevant on other social media sites as well.
33. Choosing the Right YouTuber for Your Brand
• Do the research
• Find a brand that is in-
line with a YouTuber’s
identity
• Match the YouTuber’s
demographic to that of
the brand.
34. How to get in contact with Youtubers:
YouTube Networks:
• FullScreen
• Revision3
• BigFrame
• StyleHaul
• Machinima
• Maker
Talent Managers & YouTube Networks:
• Linking with brands
• Finding brand deals
• Help Channel Growth
35. Case Study:
Method:
JackThreads worked closely with Revision3 to integrate
both the brand and "invite-only" messaging into a roster
of Revision3 shows. Due to the unique, in-show
messaging model, JackThreads customized messaging
to each individual show, making it more relevant to
viewers.
Objective:
• JackThreads was looking to target young, male,
web savvy consumers to increase signups, drive
sales, and build awareness for their daily sample
sale shopping service.
Results:
• 50%: Sign-up conversion rate for select Revision3
shows (5x industry average).
• 12%: Overall purchase conversion rate for
Revision3 users (2x industry average).
• Users who have signed up for a JackThreads
account through Revision3 purchase products
more often than any other lead generator.
36. YouTube as a tool for EOS:
EOS Lip Balm Youtube Channel
-Currently no official EOS YouTube channel
-”My Eos Collection” videos reach up to 499K
views
-Showcase collection and rare EOS scents
-Product giveaways and promotions
-Eventually move into Brand inspired content
with large YouTubers
Examples:
EOS lip balm collection!
99Choca -168K views
____________________
EOS Lip Balm Review + Collection ♥
Brookexbeauty -346K views
____________________
My EOS lip balm collection ..:)
Kayla ann -499K views
38. Index:
Links used for Research on Pinterest:
• http://business.pinterest.com/en/success-stories/sephora
• http://www.socialmediaexaminer.com/pinterest-tips-for-your-business/
• https://business.pinterest.com/en/whats-pinterest
• https://www.pinterest.com/wsj
• https://www.pinterest.com/wholefoods
• https://www.pinterest.com/
• http://expandedramblings.com/index.php/pinterest-stats/#.U7HDQI1dXid
• http://motivequest.com/2012/06/06/the-pros-and-cons-of-pinterest/
• http://smartblogs.com/social-media/2012/03/09/everything-you-always-wanted-to-know-about-pinterest-but-were-
afraid-to-ask/
Links used for Research on Twitter:
Links used for Research on Vine:
Links used for Research on Tumlr:
Links used for Research on Instagram:
Editor's Notes
MAKE CLEAN
Helpful links? -http://www.ebizmba.com/articles/social-networking-websites
-https://vine.co/
Fit double space - space details down - so it’s clear --- fastest news source in the world, share something in real time, quoting people, BEST use for…Where you want to make announcements
http://en.wikipedia.org/wiki/Twitter
For measurement run it by Michael and Lauren, what tools does Cogent use -- How does Cogent track?
http://en.wikipedia.org/wiki/Twitter
Ghost feature- The most recent version of Vine gives you the ability to apply a ghost layer when you film. Just click the small ghost icon in the bottom right corner to view your last shot, which will be lightly overlaid on top of your current view. If you want your video to complete a smooth loop, take a screenshot when you start filming so you know at which point you should stop your video.
1- Take advantage of Vine with a quick video of a celebrity spokesperson and see just how quickly you get thousands if not millions of viewers watching your clip.
2- This idea seems simple enough. Your logo can create the best brand awareness possible if you utilize it in a clever, creative way.
3-Vine is the ideal place to take advantage of stop-motion animation. This can be a creative and unique way to build awareness about your brand that is both fun and young.
4-By default, Vine videos continuously loop and this is something that you should definitely take advantage of.
5-Candid Camera-Surprise people in your business, ask them questions about your brand out in the street. Create odd situations that incorporate your brand for people to walk into.
6-Controversy Sells- Find a way to make fun of controversial Vine videos and add fun and cheekiness to your plain old marketing plan.
7-Let Them Do The Work- Having your consumers create videos will help with brand awareness and visibility with total community engagement. Make them an equal part of the process and they will stay interested.
8-Really. Popular Vegas showmen are big hits on TV, and Vine can be an ideal platform to make a stunning impression.Why magic? Users will expect nothing less when it comes to this Video-sharing platform. The app uses quick cuts and looping that can work well with magicians and illusions.
9-Then, use audio that builds suspense for your viewers. Make them use their imagination with some outlandish sounds, screams, or laughter. Create a series of sound only videos that culminate into a great visual later.
10- Not everyone is a marketer or technical professional. Fortunately, creative professionals are everywhere and you don’t even have to spend a lot of money to hire one.
top viners
get videos
Why would a brand use it? Share visuals, photos establish brand equity,
http://en.wikipedia.org/wiki/Instagram
FACTS:
Levi’s and Charity Water were two of the first to use paid sponsorship on instagram
Profesional shot advertising is a way brands have been using product endorsement
“Kuiper averages 13,000 engagements per post, and he’s also creating the content,that ain’t cheap.”
-Kuiper has 775,000 followers and is a part of a brand activation for Michael Kohrs in Shanghai
-Campaigns must “feel organic” to a user's feed
All information found on their website. https://business.pinterest.com/en/whats-pinterest
Whole Foods Market:
Created community boards and partnered with popular food and health experts on Pinterest (iVillage, Joy Bauer and Jessica Smith) to broaden their reach.
(193,508 followers)
Case Four: Sephora: Sephora noticed an emerging beauty trend—Pinterest users were regularly saving their favorite beauty products and inspiration onto Pinterest boards, and many of those images were from Sephora.
Whole Foods Market:
Created community boards and partnered with popular food and health experts on Pinterest (iVillage, Joy Bauer and Jessica Smith) to broaden their reach.
(193,508 followers)
Case Four: Sephora: Sephora noticed an emerging beauty trend—Pinterest users were regularly saving their favorite beauty products and inspiration onto Pinterest boards, and many of those images were from Sephora.
Great tool because you get to see the reach in real time
Brand inspired content- Allow a Youtuber to use their unique style of video to promote a brand.
Product placement- Product placed in video
Channel sponsorships- Sponsor a Youtuber or his/her channel, with or without deals for viewers.
On screen annotations- on screen picture or video links to websites or social media platforms
Advertisements- video or picture adds before during or after youtube video. Paid per 1,000 views.
Video Point 0:07-0:20, 1:00-end
Youtuber- A person who has become famous from content created on youtube. Often are relevant outside youtube as well as within the youtube community.
Philip Defranco owns 5 youtube channels totaling over 6 million subscribers and his videos generally rack up 400-700k views within a week of being posted.
