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LESSON 4

how to use social
media effectively
Introduction

This lesson is devoted to
explaining the principles of
Social Networking:

1
2

HOW TO USE GOOGLE+

4

HOW TO USE PINTEREST

5

2

HOW TO USE TWITTER

3

For each social network there is an
accompanying video of explanation and a
series of tips and tricks for getting the
most out of them.

HOW TO USE FACEBOOK

HOW TO USE YOUTUBE
1

How TO USE
FACEBOOK
HOW TO USE FACEBOOK

With almost a billion people on Facebook,
this social network is almost as big, if not
bigger than some of the world's countries.
This tutorial walks you through Facebook's features
including how to set up an account, how to update
your status and Facebook's latest feature:
"Timelines."

http://goo.gl/eJi7o

4
What people do on facebook?

15%

22%

of Facebook users
update their own status.

20%

comment on
another user’s photos.

comment on another user’s
post or status.

26%

10%

“Like” another user’s
content.

5

send another user
a private message
What people do on facebook?

“

Most people update their status
less than once per week
The main use of Facebook is the recreation of social connections between people who had, or still have,
a connection in their everyday lives. So, people mainly used Facebook to reconnect with people they
went to school with, worked with, or friends they lost touch with. But, the key question is 'what do people
do once they have created this network?' The results of the research suggest that this can be divided
into four main activities – they can use applications within the site to interact with their network, they can
browse their friends' friends and learn more about them, they can join groups and express their identity
via shared social experiences, or they can use the site to inform others of their news, and keep up to
date with others' actions.

”

Adam N. Jonson (University of Bath)

6
FACEBOOK STATUS UPDATE

7
FACEBOOK FOR BRANDS

Facebook seems incredibly simple! ‘Likes’, ‘friends’,
‘walls’ and ‘albums’ all seem to be self-explanatory.
However, once you scratch on the surface things
immediately get complicated, even more so if your
company runs a Facebook page. Who are the people who
"like" your page and your content? And how on earth did
you channel that enthusiasm?

As we point out in this infographic, there's a vast
gulf between each of these levels of
engagement, allowing a company to reach
someone in a different way.
http://goo.gl/buib2

8
our facebook page: whirlpool emea

On the Facebook page of Whirlpool the information
is that of corporate-level of the brand: An editorial
plan provides constant updates for themes around
the company and its products.

JOIN US ON FACEBOOK

https://www.facebook.com/WhirlpoolEMEA

9
2

How TO USE
TWITTER
HOW TO USE TWITTER

A simple step-by-step tutorial that explains all
you need to know on joining and using Twitter,
from "Following" friends and posting "Tweets" to
"Hash-tagging" and getting the most out of it.

http://goo.gl/p6Qqr

11
4 reasons people use twitter

1

TWITTER GIVES AN IMMEDIATE PULSE ON NEWS, EVENTS, AND OF
WHAT PEOPLE ARE TALKING ABOUT IN GENERAL

2

PEOPLE CAN GET AN IMMEDIATE RESPONSE TO THEIR TWEET(S)

3

TWITTER BROADENS OUR REACH TO A WIDER COMMUNITY — AND
ALLOWS PEOPLE TO LEARN FROM OTHERS

4

TWITTER GIVES PEOPLE A CHANCE TO TAKE A BREAK AND CHAT
INFORMALLY ABOUT TOPICS WHICH ARE SERIOUS AND NOT SO
SERIOUS

12
how brands use twitter

A simple step-by-step tutorial that explains all
you need to know on joining and using Twitter,
from "Following" friends and posting "Tweets" to
"Hash-tagging" and getting the most out of it.

http://goo.gl/wE8BF

13
some examples from our world

https://twitter.com/KitchenAidUK

https://twitter.com/WhirlpoolCare

14
3

How TO USE
GOOGLE+
HOW TO USE GOOGLE+

This tutorial walks you through the
features of Google+
including how to set up an account, how to
update your status and how to use Google's chat
feature: "Hangouts."

http://goo.gl/CA0JM

16
google+ for brands

Google+ allows brands to build relationships between
business and people.
Like Facebook, you are given the ability to share, promote, and
evaluate your fan page. According to Google’s recent earnings call, as
of January 2012 they have over 90 million Google+ users. This is a
great sign of prominent growth and an encouraging element for
companies to take this social platform seriously. Even though Google+
is smaller than Twitter and Facebook, analysts are expecting the
social network to increase user base dramatically in 2012.

17
google+ for brands - Examples
Here are some examples of brands on Google+

•
•
•

Showcase user submitted photos.
Create image gif’s
Advertise your new product

http://goo.gl/tiBQ1

•
•

Showcase your entire team
Offer promotional codes

http://goo.gl/hP4lf
18

http://goo.gl/kxCzk
4

How TO USE
PINTEREST
HOW TO USE PINTEREST

Is a place where you can 'pin' your favorite
images or videos, from cute animals, to your
favorite movies --anything you like-- via your
browser and post them on your board.
Meet others who share similar interests as you!
You can also use Pinterest to organize events,
share recipes or simply promote everything and
anything.
Pinterest - get your invitation and start pinning
today!
http://goo.gl/nPdso

20
PINTEREST FOR BRANDS

Unlike Twitter - where brands and celebrities
dominate the most-followed lists - the top brand
on Pinterest has less than one-tenth the
followers of the top individual user.
Pinterest's user interface is limited for brands:
you can post things, like them, and follow
people ... but that's it.
The few brands that have tried to be innovative
in the medium have had little success in terms
of adding followers.
Individuals who have been successful, however,
keep it simple: Lots of pictures of food and
fashion.
Read more

http://goo.gl/KdxGq

21
4

How TO USE
YOUTUBE
HOW TO USE YOUTUBE

All the videos you have watched in this
presentation are hosted on YouTube, so you
already know this media channel!
This is a funny and smart video about the real
power of YouTube: get the most out of this
incredible media.

http://goo.gl/cKLyN

23
YOUTUBE for brands

Many brands have their own “custom channel”

http://goo.gl/tiBQ1

http://goo.gl/hP4lf

24
our YOUTUBE CHANNEL: whirlpool emea

This is our YouTube channel:
visit and subscribe now!
JOIN US ON YOUTUBE

http://www.youtube.com/user/hrwebeurope

25
YOUTUBE STARS

Ryan Higa
Ryan Higa makes comedy skits
and is a video blogger who
turned into a viral star with his
"How to be Gangster" and "How
to be Ninja" videos.

YouTube personalities are people or
groups who are popular because of their
videos on YouTube.
Some YouTube personalities have corporate
sponsors, who pay for product placement in their
clips or production of online ads.
Read more

The annoying Orange

http://goo.gl/db7xs
The Annoying Orange is a comedy web
series that takes place in a kitchen and
is about talking fruit. Dane Boedigheimer
is the mastermind behind the series and
is also the voice of Orange.

26
THANK YOU
Can you define UGC? Don’t
worry, in our next lesson we
will tell you! In the meantime,
do you think people have
become producers of content
and why?
For questions or suggestions
please write to:
whirlpool_emea@whirlpool.com

27

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How to use Social Media effectively

  • 1. LESSON 4 how to use social media effectively
  • 2. Introduction This lesson is devoted to explaining the principles of Social Networking: 1 2 HOW TO USE GOOGLE+ 4 HOW TO USE PINTEREST 5 2 HOW TO USE TWITTER 3 For each social network there is an accompanying video of explanation and a series of tips and tricks for getting the most out of them. HOW TO USE FACEBOOK HOW TO USE YOUTUBE
  • 4. HOW TO USE FACEBOOK With almost a billion people on Facebook, this social network is almost as big, if not bigger than some of the world's countries. This tutorial walks you through Facebook's features including how to set up an account, how to update your status and Facebook's latest feature: "Timelines." http://goo.gl/eJi7o 4
  • 5. What people do on facebook? 15% 22% of Facebook users update their own status. 20% comment on another user’s photos. comment on another user’s post or status. 26% 10% “Like” another user’s content. 5 send another user a private message
  • 6. What people do on facebook? “ Most people update their status less than once per week The main use of Facebook is the recreation of social connections between people who had, or still have, a connection in their everyday lives. So, people mainly used Facebook to reconnect with people they went to school with, worked with, or friends they lost touch with. But, the key question is 'what do people do once they have created this network?' The results of the research suggest that this can be divided into four main activities – they can use applications within the site to interact with their network, they can browse their friends' friends and learn more about them, they can join groups and express their identity via shared social experiences, or they can use the site to inform others of their news, and keep up to date with others' actions. ” Adam N. Jonson (University of Bath) 6
  • 8. FACEBOOK FOR BRANDS Facebook seems incredibly simple! ‘Likes’, ‘friends’, ‘walls’ and ‘albums’ all seem to be self-explanatory. However, once you scratch on the surface things immediately get complicated, even more so if your company runs a Facebook page. Who are the people who "like" your page and your content? And how on earth did you channel that enthusiasm? As we point out in this infographic, there's a vast gulf between each of these levels of engagement, allowing a company to reach someone in a different way. http://goo.gl/buib2 8
  • 9. our facebook page: whirlpool emea On the Facebook page of Whirlpool the information is that of corporate-level of the brand: An editorial plan provides constant updates for themes around the company and its products. JOIN US ON FACEBOOK https://www.facebook.com/WhirlpoolEMEA 9
  • 11. HOW TO USE TWITTER A simple step-by-step tutorial that explains all you need to know on joining and using Twitter, from "Following" friends and posting "Tweets" to "Hash-tagging" and getting the most out of it. http://goo.gl/p6Qqr 11
  • 12. 4 reasons people use twitter 1 TWITTER GIVES AN IMMEDIATE PULSE ON NEWS, EVENTS, AND OF WHAT PEOPLE ARE TALKING ABOUT IN GENERAL 2 PEOPLE CAN GET AN IMMEDIATE RESPONSE TO THEIR TWEET(S) 3 TWITTER BROADENS OUR REACH TO A WIDER COMMUNITY — AND ALLOWS PEOPLE TO LEARN FROM OTHERS 4 TWITTER GIVES PEOPLE A CHANCE TO TAKE A BREAK AND CHAT INFORMALLY ABOUT TOPICS WHICH ARE SERIOUS AND NOT SO SERIOUS 12
  • 13. how brands use twitter A simple step-by-step tutorial that explains all you need to know on joining and using Twitter, from "Following" friends and posting "Tweets" to "Hash-tagging" and getting the most out of it. http://goo.gl/wE8BF 13
  • 14. some examples from our world https://twitter.com/KitchenAidUK https://twitter.com/WhirlpoolCare 14
  • 16. HOW TO USE GOOGLE+ This tutorial walks you through the features of Google+ including how to set up an account, how to update your status and how to use Google's chat feature: "Hangouts." http://goo.gl/CA0JM 16
  • 17. google+ for brands Google+ allows brands to build relationships between business and people. Like Facebook, you are given the ability to share, promote, and evaluate your fan page. According to Google’s recent earnings call, as of January 2012 they have over 90 million Google+ users. This is a great sign of prominent growth and an encouraging element for companies to take this social platform seriously. Even though Google+ is smaller than Twitter and Facebook, analysts are expecting the social network to increase user base dramatically in 2012. 17
  • 18. google+ for brands - Examples Here are some examples of brands on Google+ • • • Showcase user submitted photos. Create image gif’s Advertise your new product http://goo.gl/tiBQ1 • • Showcase your entire team Offer promotional codes http://goo.gl/hP4lf 18 http://goo.gl/kxCzk
  • 20. HOW TO USE PINTEREST Is a place where you can 'pin' your favorite images or videos, from cute animals, to your favorite movies --anything you like-- via your browser and post them on your board. Meet others who share similar interests as you! You can also use Pinterest to organize events, share recipes or simply promote everything and anything. Pinterest - get your invitation and start pinning today! http://goo.gl/nPdso 20
  • 21. PINTEREST FOR BRANDS Unlike Twitter - where brands and celebrities dominate the most-followed lists - the top brand on Pinterest has less than one-tenth the followers of the top individual user. Pinterest's user interface is limited for brands: you can post things, like them, and follow people ... but that's it. The few brands that have tried to be innovative in the medium have had little success in terms of adding followers. Individuals who have been successful, however, keep it simple: Lots of pictures of food and fashion. Read more http://goo.gl/KdxGq 21
  • 23. HOW TO USE YOUTUBE All the videos you have watched in this presentation are hosted on YouTube, so you already know this media channel! This is a funny and smart video about the real power of YouTube: get the most out of this incredible media. http://goo.gl/cKLyN 23
  • 24. YOUTUBE for brands Many brands have their own “custom channel” http://goo.gl/tiBQ1 http://goo.gl/hP4lf 24
  • 25. our YOUTUBE CHANNEL: whirlpool emea This is our YouTube channel: visit and subscribe now! JOIN US ON YOUTUBE http://www.youtube.com/user/hrwebeurope 25
  • 26. YOUTUBE STARS Ryan Higa Ryan Higa makes comedy skits and is a video blogger who turned into a viral star with his "How to be Gangster" and "How to be Ninja" videos. YouTube personalities are people or groups who are popular because of their videos on YouTube. Some YouTube personalities have corporate sponsors, who pay for product placement in their clips or production of online ads. Read more The annoying Orange http://goo.gl/db7xs The Annoying Orange is a comedy web series that takes place in a kitchen and is about talking fruit. Dane Boedigheimer is the mastermind behind the series and is also the voice of Orange. 26
  • 27. THANK YOU Can you define UGC? Don’t worry, in our next lesson we will tell you! In the meantime, do you think people have become producers of content and why? For questions or suggestions please write to: whirlpool_emea@whirlpool.com 27