1.
Social Media Strategies
The Landscape
@shaunholloway | srholloway.com

2.
Why Do We Care?
• Social Media Revolution Video

3.
Digital Transformation
Previous Era New Era
Targets end-users Community of end-users
Monologue Communication Dialogue-based Communication
Awareness Priority Engagement Upgrade
Push Strategy Pull Strategy
Protected Communication Transparent Communication
Created by Organizations Co-created with end-users
Brand Management Focus Brand Stewardship Focus

4.
Emphasis on Promotion and Place
The Traditional Marketing Mix
Product
Advertising
Direct Marketing
Web Marketing
Social Media Marketing
Personal Selling
Public Relations
Email Marketing
Promotion
Price Place

5.
Definition of Social Media
• There are a lot of definitions…
really.
• “Social media is an ever-growing and evolving
collection of online tools and toys, platforms
and applications that enable all of us to
interact with and share information.”
~ Ann Handley

6.
- All areas connect to and support one another (2-way integration)
- A strong core is needed to support interconnectedness
Central Website
and Community
Video
Photos
Blogs
Audio
Social
Networks
YouTube
Vimeo
Veoh
Flickr
Webshots
Photobucket
Picasa
Slide
DailyMotion
Facebook
LinkedIn
Forums
Microblogs
Interest
General
Utterly
Blubrry
Interest
General
Sites
Company
Individual
Institution
Organic
Web & Social Media Marketing Basic Model
Feeds / Widgets BookmarkingEmail / Print
Interest
General
Box Indicates
EXAMPLES of Tool and
Service Providers

7.
5 Second Memory Test
• Look at the next slide for 5 seconds
then move forward
• Write down as many letters
as you remember

8.
JFKN AS ANAT OUP SFBI

9.
Now do it again. Next slide.

10.
JFK NASA NATO UPS FBI

11.
Did you do better? Why?

12.
• Is your content cutting through the clutter?
• Is your message recognizable at a glance?
• Use familiar language and be brief
• Monitor trends and current events
Live Newsfeed Notice Test

13.
Find the “Sweet Spot”
Channel
AudienceContent
Be selective
Take your time
Sweet
Spot

14.
- All areas connect to and support one another (2-way integration)
- A strong core is needed to support interconnectedness
Central Website
and Community
Video
Photos
Blogs
Audio
Social
Networks
YouTube
Vimeo
Veoh
Flickr
Webshots
Photobucket
Picasa
Slide
DailyMotion
Facebook
LinkedIn
Forums
Microblogs
Interest
General
Utterly
Blubrry
Interest
General
Sites
Company
Individual
Institution
Organic
Web & Social Media Marketing Basic Model
Feeds / Widgets BookmarkingEmail / Print
Interest
General
Box Indicates
EXAMPLES of Tool and
Service Providers

15.
Social Media Landscape Grid – P1
• Discuss ten social media tools
• Identify how good each tool performs in each
of the four categories in terms of
TIME and/or MONEY
– WORTH IT (green)
– HELPFUL (yellow)
– WASTE (red)

16.
Social Media Landscape Grid – P1
Target Audience
Communication
Brand
Awareness
Referral
Traffic
Search Engine
Optimization
Twitter
Facebook
LinkedIn
YouTube
Flickr
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com

17.
Social Media Landscape Grid – P1
Target Audience
Communication
Brand
Awareness
Referral
Traffic
Search Engine
Optimization
Reddit
Pinterest
Slideshare
Google+
Instagram
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com

18.
• Now, let’s compare answers
• Discuss and compare to the following labels
and attributes
Social Media Landscape Grid – P2

19.
Social Media Landscape Grid – P2
Target Audience
Communication
Brand
Awareness
Referral
Traffic
Search Engine
Optimization
Twitter There are a number
of tools to help
track mentions and
sentiment. Reach is
broad once
established
Allows opportunity
to engage and
spread news virally.
Excellent for
branding and public
relations
management
The potential is
large, but over-
promotion and too
frequent posts can
turn off followers.
Find a solid balance
Although tweets are
good for breaking
news, links provide
little to no value and
do not show up in
search results
Facebook Great for engaging
people, sharing
options, and
participation.
Use the platform to
organically grow
followers and/or
utilize ads to grow
the follower base.
Do not forget to
keep content
interesting
Excellent way to
share content from
the website and
drive traffic. The use
of share buttons
continues to
increase cross-
shares
Liking or sharing
does not tend to be
a long-term effect
on search results.
Data from this can
help refine website
content to optimize
SEO
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com

20.
Social Media Landscape Grid – P2
Target Audience
Communication
Brand
Awareness
Referral
Traffic
Search Engine
Optimization
LinkedIn Engagement is
possible through
groups, but
moderation is
needed to keep
them clean. Group
performance and
frequency vary
Effective for
personal branding
as well as an
organization with
brand pages
Majority of users
tend not to click-
through; however,
what traffic comes
tends to be from
relevant readers
from the target
audience
Most LinkedIn pages
will rank in the top
ten; however,
organizations have a
harder time getting
there
YouTube Powerful channel
for quickly engaging
the audience and
feeding content to
many vehicles
Excellent tool once a
catalog of video is
created that
collectively
represents the
brand and relates to
the target audience
Traffic primarily
goes to the video,
and links can be
added to the
description;
however, embedded
videos into a
website help both
ways
Great for building
links back to the
website and
leveraging Google’s
video platform and
top search engine
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com

21.
Social Media Landscape Grid – P2
Target Audience
Communication
Brand
Awareness
Referral
Traffic
Search Engine
Optimization
Flickr Properly tagged
photosets and
photos help
communicate
activity and
showcase the
message
Participation is
possible but not
likely, but
embedded photo
slideshows help
significantly
Even with many
views, the click-
through rates to the
website remain low
While heavily
indexed by search
engines, proper
optimization can
rank well in search
results
Reddit When evaluating
“sub-reddits,” the
feedback is valuable,
but reach can vary
based on relevance
There is little
branding
opportunity, as most
stories are from
major news sites.
Images attribution is
limited
If Reddit likes the
brand, then traffic is
good. There is
balance on trying
too much and not
enough
Make the front page
and many reputable
sites will create links
to the website
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com

22.
Social Media Landscape Grid – P2
Target Audience
Communication
Brand
Awareness
Referral
Traffic
Search Engine
Optimization
Pinterest Not a great platform
for engaging
customers due to
the nature of the
collections and
functions
Following and
sharing pins can
help spread the
brand’s impact and
encourages others
to do the same
Traffic generation is
big, but only the
website needs
pinnable images
Pinterest’s
“nofollow”
attribution on its
links eliminate the
value of using this as
an SEO tactic
Slideshare Great for
organizations that
utilize slide decks.
Embedded
presentations into
website helps
promotion
Many ways to
leverage and
increase exposure.
Strategically utilize
the Slideshare URL
to encourage traffic
Very similar to
YouTube in that
traffic tends to stay
within the network.
Embedding
slideshows and
feeds helps
Linked are nofollow,
which provides no
SEO benefit;
however, SlideShare
accounts rank highly
for brand names

23.
Social Media Landscape Grid – P2
Target Audience
Communication
Brand
Awareness
Referral
Traffic
Search Engine
Optimization
Google+ Communication and
engagement
possibilities are
great, but user
participation is
relatively low
Majority of brand
searches appear in
Google search
results and +1’s rank
highly
Content can be
heavily shared and
influence how the
content ranks. Using
the +1 button helps
Receiving +1’s on
pages significantly
helps page and site
rank
Instagram Little to no
communication
exists within the site
for engagement
Excellent way to
show images of
offerings and
promote campaigns.
API can push photos
to sites
Very difficult. Only
the creative and the
super curious can
accomplish
Most sharing of
images are
contained within
rather than own site
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com

24.
Social Media Strategies
The Landscape
@shaunholloway | srholloway.com
AP Olympics Video