General Assembly transforms thinkers into creators through education and opportunities in technology, business, and design. My name is Domingo Meneses and I teach General Assembly Chicago's Social Media Bootcamp - this is my presentation. If you'd like to learn more about the course and the next available date see here: https://generalassemb.ly/instructors/domingo-meneses/5823 This is a consistently evolving presentation but I welcome your feedback! Thanks, Domingo

1. SOCIAL MEDIA
BOOTCAMP
By Domingo Meneses

2. app.gosoapbox.com
239-930-709
I WANT TO LEARN ABOUT YOU

3. HELLO!
‣ Sales Executive + Entrepreneur
‣ @EarshotInc // @Go_Mene
‣ Cricket Wireless, Spotify, TMobile,
Miller Coors, Anheuser-Busch,
Sensodyne, Mikes Hard Lemonade,
etc
DOMINGO MENESES

4. TELL ME ABOUT YOU!
‣ Name
‣ Place of Work
‣ What Brings You To Social Media Bootcamp
‣ What Is Your Guilty Social Media Follow/Like? 🙅🏼
INTROS

5. WHAT WE’LL COVER TODAY
‣ What Is Social Media?
‣ Lay of The Land: Earned, Owned, Paid
‣ Types of Social Platforms: Facebook
‣ Basics
‣ Highlights
‣ What To Expect Next?
‣ Tools Workshop; Hootsuite//Demographics Pro
‣ Types of Social Platforms: Twitter
‣ Facebook and Twitter Zero - Who sees my posts?
‣ Tools Workshop; Facebook Analytics
‣ Joining The Conversation - How to Engage on Social Media
‣ Break
BEFORE LUNCH

6. WHAT WE’LL COVER TODAY PT 2
‣ Case Studies - Wins and Fails
‣ Tools Workshop; Twitter
‣ Break
‣ Social Media Management
‣ Publishing & Scheduling
‣ Types of Social Platforms: LinkedIn
‣ Tools Workshop; LinkedIn
‣ Types of Social Platforms: Instagram
‣ Tools Workshop; Instagram
‣ Break
‣ Types of Social Platforms: Pinterest
‣ Types of Social Platforms: Snapchat
‣ ROI of Social Media
‣ SCommerce
‣ Break
‣ Social/Local/Mobile
AFTER LUNCH

7. SOCIAL MEDIA REVOLUTION
https://www.youtube.com/watch?v=Y4EwCG8Z498

8. GEN Y, GEN Z AND SELF AWARENESS

9. SOCIAL MEDIA IS LIKE A COCKTAIL PARTY
‣ Find those who you know
‣ Be Humble
‣ Be Generous
‣ Tell Stories
‣ Complement/Share Excitement
‣ Be A Thought Leader
‣ Listen
‣ Be Patient
‣ Add Value!

10. …A REALLY BIG COCKTAIL PARTY

11. SOCIAL MEDIA REVOLUTION
SOCIAL MEDIA ISN'T ABOUT BEING EVERYWHERE -
ITS ABOUT BEING PRESENT AND TELLING A GOOD
STORY WHERE YOU ARE

12. SOCIAL MEDIA REVOLUTION
WHY WE SHARE AND WHAT WE SHARE?
WE SHARE WHAT WE THINK PEOPLE ARE SHARING
WE SHARE WHAT WE WANT TO BE
WE SHARE WHO WE WANT TO BE

13. SOCIAL CUSTOMER RELATIONSHIP

14. OWNED, EARNED AND PAID

15. OWNED
‣ Publishing
‣ Scheduling
‣ Story Telling
‣ Consistent Updates
‣ Mobile
THE ESSENTIALS
Source:

16. EARNED
‣ Retweets
‣ Native Advertising
‣ Mentions
‣ Surprise and Delight
‣ Cause Marketing
‣ Being AWESOME!
HOW DO YOU EARN MEDIA?

17. EXAMPLES

18. PAID
‣ Do I know who my customer is?
‣ Do I have my owned channels down?
‣ Do I have some test budget?
‣ Do I have a strong call to action?
‣ Can I commit to tracking, iterating and learning?
SHOULD I PAY TO PLAY?

19. FACEBOOK
1.44 Billion Active Users
5 new Facebook profiles are created
every second
Facebook has spent $22 Billion on
acquisitions since its inception in 2004
45-54 is the fastest growing
demographic on Facebook with over
46% growth since 2012

20. FACEBOOK
‣ Facebook Local Awareness
‣ Deep Insights
‣ Pages to Watch
‣ “Keeping a Clean House”
HIGHLIGHTS

21. FACEBOOK ZERO
(Monthly Active Users)

22. FACEBOOK ZERO
“All of this means that Pages that post
promotional creative should expect their
organic distribution to fall significantly over
time,”
- Facebook

23. FACEBOOK ZERO
Previously, brands were using “owned” to fuel “earned”. Going
forward, they’ll need to use “paid” to fuel “earned,” but that doesn’t
make the earned any less valuable. Success will require deploying
paid differently – in smaller increments of both target audience and
spend, and optimizing in real-time to ensure that spend is efficient
and effective.
- Marshall Manson author of Facebook Zero: Considering Life After
the Demise of Organic Reach

24. FACEBOOK ZERO
Social Ogilvy

25. FACEBOOK - VIDEO
45% of viewers will stop watching video
after 1 minute
60% will have stopped watching a video by 2 minutes
Video is shared 1200% more times than links and text combined

26. FACEBOOK
‣ Instagram Targeting
‣ Facebook Zero(er)
‣ Buy Button & Commerce
‣ Health & Wearable Data
‣ Virtual Reality
TRENDS - WHAT TO LOOK FOR

27. FACEBOOK PAGE > INSIGHTS > POSTS > FIND MOST ENGAGED
POST
15 MIN - SET UP & DISCUSS WITH PARTNER - WHAT IT IS, WHY
YOU THINK
10 MIN - TAKE NOTES
‣ WHAT MADE THIS POST BE SO SHARED/LIKED?
‣ HOW CAN I BUILD A CONSISTENCY INTO THIS TYPE OF
CONTENT?
‣ CAN I MAKE A BLOG OUT OF THIS?
WORKSHOP: FACEBOOK ANALYTICS

28. TWITTER
270 Million Active Users
Over 35% of Twitter users would buy
from a brand they follow
55% of brand to consumer interaction on
Twitter is positive
30% of Twitter users are tweeting
about holiday shopping before October

29. TWITTER
‣ Retweets + Favorite
‣ Hashtags
‣ Trending
‣ Tailored Audiences
‣ Twitter Cards
HIGHLIGHTS

30. WHAT ARE TWITTER CARDS

31. TWITTER
‣ Twitter Zero: Algorithmic Content Serving
‣ More Competitive Ad Landscape
‣ Video, Video, Video
‣ Commerce - Buy Button
‣ Location/Real-Time Targeting
TRENDS - WHAT TO LOOK FOR

32. TWITTER ZERO

33. SOCIAL COMMERCE
“Sold out in minutes” - Bonnaroo

34. SOCIAL COMMERCE (SCOMMERCE)
Half of social media-driven purchasing happens within one
week of sharing, tweeting, liking or favoriting the product.
(Vision Critical)
74% percent of consumers rely on their
social networks to make purchase
decisions. (Fedelta)
Social commerce sales are forecasted to represent
5% of all online retail revenue by 2015
Source: Invesp
Average Order Value
by Social Referrer

35. HOOTSUITE.COM > LOG IN TWITTER > INSTALL DEMOGRAPHICS
PRO FOR TWITTER > VIEW PROFILE
15 MIN - SET UP & DISCUSS WITH PARTNER
10 MIN - TAKE NOTES
‣ WHAT DID I LEARN ABOUT MY FOLLOWERS?
‣ ANY SIMILARITIES TO MY CUSTOMER?
‣ WHERE DO MY CUSTOMERS GO?
‣ WHAT KIND OF CONVERSATIONS ARE MY CUSTOMERS
HAVING?
‣ WHAT DO MY CUSTOMERS WANT?
WORKSHOP: HOOTSUITE//DEMOGRAPHICS PRO

36. GROUP DISCUSSION - ENGAGEMENT
STRATEGY
WHO IS LISTENING AND WHAT ARE THEY ENGAGING
WITH?
FACEBOOK MOST ENGAGED POST +
HOOTSUITE DEMOGRAPHICS PRO = ?

37. LUNCH

38. GOOGLE TWITTER SEARCH> HASHTAGS #TASTEOFRANDOLPH +
ANY WORDS ‘TASTE’, RANDOLPH, + CHICAGO
15 MIN - SET UP & DISCUSS AS A GROUP
10 MIN - TAKE NOTES
‣ WHAT ARE MOST PEOPLE TALKING ABOUT?
‣ WHAT ARE SOME CONFERENCES/EVENTS/HASHTAGS I COULD
HAVE A CONVERSATION IN?
‣ IF I COULD TALK TO ALL THESE PEOPLE AT ONCE WHAT
WOULD I SAY?
WORKSHOP: TWITTER

39. CASE STUDIES - FIRES, FAILS AND 😱
‣ Hashtag Awareness
‣ Password Protection/Account Diligence
‣ Bots/Automation/Scheduling
SOME THINGS TO BE BE CAREFUL OF…

40. CASE STUDIES: HASHTAG AWARENESS

41. CASE STUDIES: HASHTAG AWARENESS V2

42. CASE STUDIES: PASSWORD PROTECTION

43. CASE STUDIES: BOTS/AUTOMATED
MESSAGES/SCHEDULED POSTS
Scheduled hours after the Aurora
shooting broke news

44. CASE STUDIES: BIG WINS, VIRAL BRAND
AWARENESS 👏 👏 👏
‣ Arbys
‣ MillerLite
‣ Evian
‣ Southwest
‣ Dollar Shave Club
WHO DID IT RIGHT?

45. CASE STUDIES: HUMOR/REAL-TIME
MARKETING

46. CASE STUDIES: EMPLOYEE ENGAGEMENT
‣ Leverage your employees
‣ Clearly represent your brand
‣ Employ stories
‣ Stay lean, efficient, focused
‣ Listen
LESSONS FROM @SOUTHWEST
Source: Social Media Explorer

47. SOUTHWEST LISTENING CENTER AKA WAR
ROOM

48. CASE STUDY - SCRAPPY/TRANSPARENT
‣ Target Demo Humor
‣ Transparency
‣ Low Budget
‣ Straight Forward
DOLLAR SHAVE CLUB

49. PUBLISHING AND SCHEDULING TOOLS
‣ Free
‣ Twitter/Facebook
‣ Scheduling
‣ Light Listening
‣ Apps!
‣ Free
‣ Twitter/Facebook/Pint
erest
‣ Scheduling
‣ Themes &
Automation
‣ Predictive Posting
‣ $49/or $99/ month
‣ Recycle Evergreen
Content

50. BUFFER

51. BREAK

52. LINKEDIN

53. LINKEDIN
‣ Post Level Targeting
‣ Employee Network
‣ Competitive Analysis
HIGHLIGHTS

54. LINKEDIN - COMPETITIVE ANALYSIS

55. LINKEDIN
‣ Younger Demographic
‣ More Editorial/Article Content
‣ Education?
TRENDS - WHAT TO LOOK FOR

56. LOG INTO LINKEDIN AS A PERSONAL ACCOUNT > SEARCH
COMPANY ACCOUNT > LOOK AT PEOPLE ALSO VIEWED
5 MIN - SET UP
15 MIN - TAKE NOTES
‣ WHO ARE MY DIRECT COMPETITORS?
‣ WHAT ARE THEY DOING THAT I THINK IS INTERESTING ON
SOCIAL/MARKETING?
‣ WHAT ARE OUR KEY DIFFERENTIATORS? CAN I REFLECT THAT
THROUGH SOCIAL?
WORKSHOP: LINKEDIN

57. INSTAGRAM
300 Million Active Users
70% of active Instagram users are
outside of the US
70MM photos are shared daily on
Instagram
27.6% of the US population is
estimated to use Instagram in 2015

58. INSTAGRAM
‣ Hashtags
‣ Embeddable Content
‣ User Generated Content Opportunity
‣ Active Community
HIGHLIGHTS

59. INSTAGRAM

60. WHO CAN WE LEARN FROM?
“By posting occasional photos of puppies or other comfort objects, the brand further
appeals to consumers. After posting a photo of a staff member’s new puppy, Urban
Outfitters saw a response of 114,000 likes.”

61. INSTAGRAM
‣ Better Targeting (Age, Gender, Location, Custom Audiences)
‣ Commerce
‣ More Video!
‣ Influencer Product?
TRENDS - WHAT TO LOOK FOR

62. INSTAGRAM - WHATS NEXT?
“Working with Facebook,
we will enable advertisers
to reach people on
Instagram based on
demographics and
interests, as well as
information businesses
have about their own
customers.”
As part of the rollout,
Instagram will introduce
‘direct response’ ads,
enabling brands to attach
action buttons urging
viewers to do a number of
things including buy, install
or sign up.” -
Statement from Instagram

63. THE ERA OF USER GENERATED CONTENT

64. DIGITAL RIGHTS MANAGEMENT (DRM)
HOW TO OBTAIN DRM LEGALLY AND AT SCALE?
1. Set internal, agreed-upon UGC guidelines that determine the quality and types of
images that meet your brand’s content standards. It may also be helpful to create
up-front goals for the amount of different types of content you want to procure.
2. Be an attentive social listener and cultivate a dedicated campaign hashtag
3. Use sincere, transparent communication when you interact with your fans and
followers around UGC.
4. Set up a streamlined process for securing legal rights to digital assets directly from
Twitter or Instagram: can use tools like Percolate FanBranded
5. Have a plan for where and how you’re going to deploy your brand’s new UGC

65. DIGITAL RIGHTS MANAGEMENT EXAMPLE:
OLD NAVY

66. ON MOBILE OPEN INSTAGRAM > CLICK ON SEARCH > PEOPLE >
TYPE IN SEARCH AND FIND A HASHTAG THAT YOU'D THINK
FALLS WITHIN YOUR CUSTOMER CONVERSATION
15 MIN - SET UP, FOLLOW A FEW PEOPLE BOTH INFLUENCERS
AND/OR POTENTIAL CUSTOMERS & DISCUSS WITH PARTNER
10 MIN - TAKE NOTES
‣ WHAT IS THE KEYWORD?
‣ WHAT TYPE OF CONTENT DID YOU FIND?
‣ HOW COULD YOUR BRAND REFLECT/USE THIS UGC?
WORKSHOP: INSTAGRAM SEARCH/HASHTAGS

67. BREAK

68. PINTEREST
72.8 Million Active Users
2/3 of all the content people Pin is from
a business’ website
83% of active Pinterest users say they
rather follow a brand than a celebrity
85% of Pinterest users are women
compared to 15% men
The average sales order value of a
website visitor referred by Pinterest is
$58.95

69. PINTEREST
‣ Promoted Pins
‣ Pinterest Widget Builder
‣ Buyable Pins
‣ Group Boards
‣ Expect More Video and
Influencers
HIGHLIGHTS

70. SNAPCHAT
100 Million Active Users
2+ Billion videos viewed every day
30% of US millennial internet users
access Snapchat daily
70% of Snapchat users are women
45% of Snapchat users are between 18-
24
77% of US college students use
Snapchat daily
Source: DRM

71. SNAPCHAT
3V
‣ Vertical
‣ Video
‣ Views

72. SNAPCHAT

73. SNAPCHAT

74. SNAPCHAT

75. SNAPCHAT
HIGHLIGHTS
‣ GeoFilters
‣ Discover
‣ Native, Vertical & Young

76. SOCIAL ROI - HOW DO WE MEASURE
SUCCESS?
ENGAGEMEN
T RATEFacebook:
0 -10k 0,96 %
10k – 20k 0,29 %
20k – 50k 0,21 %
50k – 100k 0,19 %
100k – 200k 0,16 %
200k – 500k 0,13 %
500k – 1 000k 0,11
%
1 000k – ~ 0,09 %
Twitter:
1-3% Promoted
Engagement Rate
=Engagement
Impressions/Engagement=Engagement Rate

77. SOCIAL ROI - HOW DO WE MEASURE
SUCCESS?
CPC & CPM
Click-Through Rate (CTR) Number of clicks divided by number of impressions per ad
Cost per Click (CPC) Total cost divided by number of clicks per ad
Cost per Impression (CPM) Total cost divided by number of impressions per ad, multiplied by 1000
Cost per App Install Total cost divided by number of App Installs per ad
Cost per Page Like Total cost divided by number of Page Likes per ad
App Install Rate Number of App Installs divided by number of impressions per ad
Page Like Rate Number of Page Likes divided by number of impressions per ad
Facebook Avg CTR: .8-2% (newsfeed up to 4%)
Twitter Avg CTR: .5-1.34%

78. SOCIAL ROI - HOW DO WE MEASURE
SUCCESS?
On Facebook Mobile News feed:
Good CTR is above 5%
Average CTR is 2.5 to 4%
Bad CTR is lesser than 2%
On Facebook Desktop News feed:
Good CTR is above 2%
Average CTR is 1.5%-2%
Bad CTR is lesser than 1%
On Facebook Right-Hand Side ads:
Good CTR is above 1%
Average CTR is 0.8%
Bad CTR is lesser than 0.5%
CTR BENCHMARKS

79. MOBILE/SOCIAL/LOCAL
Source: Business Insider

80. MOBILE/SOCIAL/LOCAL
Source: Smart Insights

81. NEAR ME - LOCATION-BASED SEARCH AND
INTENT
• 50% of consumers who conduct a
local search on their smartphone
visit a store within a day, and
18% of those searches lead to a
purchase within a day.
• 40% of millennials looked up
information about their food while in
a restaurant within the last month.

82. EVOLUTION OF SOCIAL BUSINESS
Social Media Management Social Listening Social Customer Acquisition

83. LOCATION-BASED MARKETING
‣Location
‣Weather
‣Brand Context
‣Influence
Source: AdWeek

84. FUTURE OF TARGETING
WHO=YESTERDAY
‣ DEMOGRAPHICS
‣ PSYCHOGRAPHICS
‣ HISTORICAL PURCHASE DATA
WHEN AND WHERE=TODAY
‣ LOCATION-DATA
‣ REAL-TIME CONTEXT
‣ REAL-TIME PURCHASE INTENT
WHAT AND HOW=TOMORR
‣ PREDICTIVE ANALYTICS
‣ PROGRAMMATIC DEVICE
‣ SENSOR BASED TARGET
>2013 2014-2016* 2016-2020+*
*PERSONAL PREDICTION - NOT BASED ON DATA

85. FINAL THOUGHTS
‣ Notification Center
‣ Mobile/Social Commerce
‣ Community Manager Acquirer
‣ Sensors
HEADER 2

86. Q&A!
SOCIAL MEDIA BOOTCAMP