Social Media 101: An Integrated Approach


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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.

Published in: Social Media

Social Media 101: An Integrated Approach

  1. 1. 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
  2. 2.  What is Social Media?  Organizing Your Social Media Strategy  Social Media Networks  Social Media Tools  Social Media Resources
  3. 3. 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.
  4. 4.  “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
  5. 5.  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
  6. 6. About.Me Example
  7. 7.  What are your goals?  Who is your target audience?  Which metrics decide the success of a campaign?  Which social channels are most appropriate?
  8. 8.  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
  9. 9. Blogging Platforms
  10. 10.  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)
  11. 11. Facebook
  12. 12.  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:
  13. 13.  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.
  14. 14. Facebook Example: Oreo
  15. 15. Twitter
  16. 16.  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:
  17. 17.  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
  18. 18.  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
  19. 19. Twitter Example: Oreo
  20. 20. Other Social Media Sites
  21. 21.  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:
  22. 22.  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
  23. 23. LinkedIn Personal Profile
  24. 24. LinkedIn Company Page
  25. 25.  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:
  26. 26. Google+ Business Page
  27. 27.  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:
  28. 28. Pinterest Example: Oreo
  29. 29.  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:
  30. 30. Instagram Example
  31. 31. Instagram Example
  32. 32.  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:
  33. 33.  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:
  34. 34. YouTube Success Story Source: Entrepreneur:
  35. 35.  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:
  36. 36. Social Media Resources
  37. 37.  There are a variety of tools that can be used for both reporting and content publishing, such as:  HootSuite:  Radian6:  SocialReport:  Sprout Social:  Wildfire:
  38. 38.  The following platforms can be used to manage contests and community building activities:  Offerpop:  WooBox:  GroupAd:  Extole:  ViralNinjas:  Referral Candy:
  39. 39.  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
  40. 40.  Mashable:  Social Media Today:  Social Media Examiner:  Jeff Bullas:  Search Engine Watch:  Marketing Land:  Tech Crunch:
  41. 41.  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
  42. 42.  Jonathan Berthold  Email:  LinkedIn:  Blog: