Social Media Landscape


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Overview of the social media landscape and the value it provides small businesses and large brands. This presentation was prepared as part of a training session to educate new employees and fellow staff members on the evolution of social media marketing.

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Social Media Landscape

  1. 1. Social Media Landscape Overview of current social media landscape and how clients can reap the rewards of an emerging digital marketing trend. Prepared by: Jonathan Berthold Director of Digital Media for Rank Media Agency, Clicko
  2. 2. Social Media Landscape 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.
  3. 3. Value of Social Media • Social media can help businesses… • Increase brand awareness across the web • Complement SEO efforts • Generate new leads and/or sales • Build active communities and jumpstart viral campaigns • Target niche audiences via advertising platforms
  4. 4. Defining Your Clients’ Social Media Strategy • B2B audience or B2C? • Which platforms are most appropriate? • Community building or lead/sales generation? • What goals does the client want to achieve?
  5. 5. Blogs
  6. 6. Content Marketing with Blogs • Brands can position themselves as experts in their field by producing fresh content • Valuable resource for SEO campaigns • Build posts around high-traffic keywords and long-tail searches • Create a central platform for a company’s brand – connects all social media profiles • Can help build an interactive community by encouraging users to subscribe and comment • 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)
  7. 7. Recommendations • Install a WordPress blog on-site • Easy to install and WordPress plugins are perfect for SEO and Social performance • 4 posts per month – content can be based on: • • • • “How to” posts Company updates Industry trends and observations Video blogs (can share socially and pull videos from YouTube) • Optional: Tumblr blog for cross-posting social updates/blogs off-site • Another page that can be indexed by search engines and boost brand awareness
  8. 8. Facebook
  9. 9. Facebook Overview • 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 • Sophisticated advertising platform can help increase brand exposure via promoted products and regular display advertising • Cross-posting can be enabled to-and-from Twitter Sources: Facebook Investor:
  10. 10. Facebook Advertising • Display Advertising • Regular display ads on the right side – 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. Sources: Facebook Investor:
  11. 11. Facebook Advertising • Facebook Targeting Options: • • • • • • • Demographics Location Precise Interests Broad Categories Interests Mobile vs. Desktop / iOS vs. Android Workplaces Education Sources: Facebook Investor:
  12. 12. Twitter
  13. 13. Twitter Overview • 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 a brand’s visibility Sources: Business Insider:
  14. 14. Twitter’s Promoted Products • For larger campaigns, you can leverage the viral power of Twitter’s promoted advertising products to increase brand awareness • Currently only provisioned for US based accounts (or brands with $10K+ monthly budgets), you can do the following: • Promote Individual Tweets • Promote Individual Accounts • Promote a Trend ($$$$$) • 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
  15. 15. LinkedIn
  16. 16. LinkedIn Overview • 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:
  17. 17. LinkedIn Advertising • 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 Sources: LinkedIn:
  18. 18. Google+
  19. 19. Google+ Overview • 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 branding opportunities for clients • Connecting Google+ profiles to blogs (Google+ Authorship) can help boost SEO efforts • “+1’s” are the most effective social signal for gaining SEO points Sources: Business Insider:
  20. 20. Pinterest
  21. 21. Pinterest Overview • 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 Sources: Read Write:
  22. 22. Instagram
  23. 23. Instagram Overview • Instagram just announced that it 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: Facebook, Twitter, Foursquare, Flickr, and Tumblr • Creative images receive a lot of comments and likes, and the use of hashtags can increase visibility for uploaded images Sources: Mashable:
  24. 24. YouTube
  25. 25. YouTube Overview • 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:
  26. 26. Vine
  27. 27. Vine Overview • 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:
  28. 28. Foursquare
  29. 29. Foursquare Overview • Popular check-in application • Over 40 million registered users • Introduced advertising products for brands looking to gain exposure locally • There are 1.3 million business pages on Foursquare • 100,000 business have run AmEx specials ( Source: Expanded Rambling:
  30. 30. Presenter Information • Jonathan Berthold • Director of Digital Media for: • Rank Media Agency: • Clicko: • LinkedIn Profile: