Part 1 - The Long Game: Brand Building - Using digital to build a personal brand - Understanding what social media is and is not - Building a community on social - What is great social media content? - How to create great social content Part 2 - The Short Game: Social Media Advertising - The benefits of advertising on social - Using the available data on social - How to build target audiences on Facebook - How to use pixels to build custom audiences on Facebook - Facebook ad formats and types

1. Social Media Branding &
Advertising
Using digital & social platforms to build your brand

2. The Long Game
Be A Magnet

4. Personal Branding With Digital
Gary Vaynerchuk is an extremely successful entrepreneur and a master at personal
branding who utilizes multiple social platforms to produce a constant stream of
relevant, native content to his audience.

5. Personal Branding With Digital
Gary Vaynerchuk is an extremely successful entrepreneur and a master at personal
branding who utilizes multiple social platforms to produce a constant stream of
relevant, native content to his audience.

6. Personal Branding With Digital
You don’t have to be Gary V, but you should try.

7. Personal Branding With Digital
Playing the long game = using digital spaces to build a
personal brand that attracts people to you.

8. What Is Social Media? What Is It Not?
Social Media is the most powerful communication tool that has
ever been invented.

9. What Is Social Media? What Is It Not?
Social Media is not some fad that your kids are into.

10. What Is Social Media? What Is It Not?
Social Media provides you with multiple, comprehensive
opportunities for marketing, branding, and engagement.

11. What Is Social Media? What Is It Not?
Social Media is not a “spray and pray” platform. It takes
energy and elbow grease.

12. Building Your Community
Ask yourself:
● What has my audience’s attention?
● What can I realistically handle?
Focus your content on building awareness about who you
are, what you do, and why you do it.

13. Great Content: The Key To Social
You need to produce daily, engaging, native content on every
social channel you can realistically manage.
Your smartphone is your personal Excalibur. If you don’t have
a smartphone, get one.
What should you post? Everything.

14. What Is Great Content?
Video. Video. Video. Video. Video. Video. Video. Video. Video.
Images, pictures, or anything visually stimulating

15. What Is Great Content?
The basics: promote sales, successes, and listings.
The meat: travels, interests, lifestyle, what you’re listening to.

16. What Is Great Content?
With everything, TELL A STORY. Social media is not just a
bulletin board. It’s a conversation. It’s a connection.
Connection is the key.

17. The Short Game:
Be A Hunter

18. Social Advertising
Playing the short game = using online advertising for immediate
traffic and exposure.

19. Social Advertising
Advertising on social media provides you with incredible
opportunities to target your message to the exact people you
want to reach.
You maintain total control over spend, placement, and
scheduling.
Use ads to kick start your online community.

20. USE THE DATA!!
One of social media’s biggest strengths is data.
You have access to the the who, what, when, and where
regarding all your social interactions.
Use this to build audience and influence future content.

21. Facebook (and Instagram) Advertising

22. Facebook Ads
What you need:
● A personal Facebook page
● A business/brand Facebook
page
● An ad account
● Instagram account optional

23. Facebook Audiences
A specified, data-based group of people on Facebook to whom
you target your ads.

24. Facebook Audiences
Interests: Based on pages, content, and conversations a user
has liked or engaged with.

25. Facebook Audiences
Demographics: Age, sex, location, job title, children, income,
home ownership, education, politics, religion, etc.

26. Facebook Audiences
Behaviors: Based on online and offline behaviors or likely
behaviors. Example: purchasing behaviors.

27. Facebook Audiences
Connections: Based on people who are connected or not
connected with your page.

28. Ad Objectives on Facebook
Ad Objectives: The primary goal of your ad.
There are three categories of objectives, with 11 total
objectives to choose from.

29. Facebook Ad Objectives
Awareness:
Brand awareness. Reach.

30. Facebook Ad Objectives
Consideration:
Traffic, Engagement, App Installs, Video Views, Lead
Generation, Messages.

31. Facebook Ad Objectives
Conversion:
Conversions. Catalog Sales. Store Visits.

32. Ad Formats on Facebook
Ad Formats: The different options for ad creation
There are five different ad formats to choose from.

33. Image Ads

34. Video Ads

35. Carousel Ads

36. Slideshow Ads

37. Collection Ads

38. LinkedIn Advertising

39. LinkedIn Ads
LinkedIn advertising is similar to Facebook in many ways, but
has a greater focus on B2B businesses.
Slightly less comprehensive than Facebook ads.

40. LinkedIn Ads
There are 3 primary ad types to choose from on LinkedIn.

41. LinkedIn Ad Types
Sponsored Content:
Blogs. Videos. Articles.

42. LinkedIn Ad Types
Text Ads:
Simple, basic ads.

43. LinkedIn Ad Types
Sponsored InMail
Personalized messages sent to the users inbox.

44. LinkedIn Ad Audience Targeting
While LinkedIn Audiences aren’t as in depth as Facebook
audiences, they hit important target areas for B2B businesses.
Currently, there are 4 primary targeting fields for LinkedIn Ads.

45. LinkedIn Ad Audience Targeting
Location:
Where the user is located. Based on where they live or where they currently are.

46. LinkedIn Ad Audience Targeting
Industry:
The type of industry in which the targeted user works.

47. LinkedIn Ad Audience Targeting
Job Title:
Job title of targeted user. Good opportunity to reach C-level and decision makers.

48. LinkedIn Ad Audience Targeting
Professional Demographics
Company name, company size, education, skills, groups, age, sex, location, years of
experience

49. Recap
Social media is a powerful communication tool that NO
professional should overlook.
For the best results, utilize a combination of branding and
advertising.
Don’t spray and pray. Use the data. Study your audience’s
habits. Monitor. Target.
Talk to us!

50. Questions