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.
 What is Social Media?
 Organizing Your Social Media Strategy
 Social Media Networks
 Social Media Tools
 Social Media Resources

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.
 “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 http://www.merriam-webster.com/dictionary/social%20media
Sam Decker http://www.merriam-webster.com/dictionary/social%20media

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
 About.me is a great resource

6.
About.Me Example

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.
 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.
Blogging Platforms

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.
Facebook

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: http://investor.fb.com/releasedetail.cfm?ReleaseID=780093

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.
Facebook Example: Oreo

15.
Twitter

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: http://www.businessinsider.com/twitter-total-users-active-and-registered-2013-9

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.
 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.
Twitter Example: Oreo

20.
Other Social Media Sites

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: http://press.linkedin.com/about

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.
LinkedIn Personal Profile

24.
LinkedIn Company Page

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: http://www.businessinsider.com/google-plus-is-outpacing-twitter-2013-5

26.
Google+ Business Page

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: http://readwrite.com/2013/04/17/social-networking-for-marketers-pinterest-crushes-facebook-infographic#awesm=~oj9cQes48qRSWN

28.
Pinterest Example: Oreo

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: http://mashable.com/2013/09/08/instagram-150-million-monthly-active-users/

30.
Instagram Example

31.
Instagram Example

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: http://www.youtube.com/yt/press/statistics.html

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: http://www.entrepreneur.com/article/224282#

34.
YouTube Success Story
Source:
Entrepreneur: http://www.entrepreneur.com/article/224282#

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 http://www.digitalbuzzblog.com/infographic-vine-the-facts/
The Verge: http://www.theverge.com/2013/8/20/4641980/vine-hits-40-million-registered-users-but-how-many-are-active

36.
Social Media Resources

37.
 There are a variety of tools that can be used for both reporting and
content publishing, such as:
 HootSuite: https://hootsuite.com
 Radian6: http://salesforcemarketingcloud.com
 SocialReport: http://socialreport.com
 Sprout Social: http://sproutsocial.com
 Wildfire: http://wildfireapp.com

38.
 The following platforms can be used to manage contests and community building
activities:
 Offerpop: http://offerpop.com
 WooBox: http://woobox.com
 GroupAd: http://groupad.com
 Extole: http://extole.com
 ViralNinjas: http://viralninjas.com
 Referral Candy: http://referralcandy.com

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.
 Mashable: http://mashable.com/social-media/
 Social Media Today: http://socialmediatoday.com/
 Social Media Examiner: http://www.socialmediaexaminer.com/
 Jeff Bullas: http://www.jeffbullas.com/
 Search Engine Watch: http://searchenginewatch.com/
 Marketing Land:
http://marketingland.com/library/channel/social-mediamarketing
 Tech Crunch: http://techcrunch.com/social/

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.
 Jonathan Berthold
 Email: jonberthold@gmail.com
 LinkedIn: ca.linkedin.com/in/jonathanberthold/
 Blog: http://jbertho.com/