This document provides an overview of social media and strategies for social media engagement. It discusses how social media has grown exponentially over the past decades. It also outlines key facts about social media usage and consumer behavior. The document then recommends developing a social media strategy with goals, listening to customers, identifying target audiences, and establishing an authentic brand personality through consistent publishing and connecting with followers.

1. Social Media 101
CloudRaker Insights
May 2012

2. Digital is the new normal

3. 50
THE NUMBER OF
YEARS 38 years
IT TAKES TO
REACH
13 years
MILLION USERS
3 years 4 years
months

4. ere is a conversation happening.
Here is a quick view of the social media universe, categorized and
also organized by how people use each network. – Brian Solis, 2011

5. Facebook & Canada
- Socialbakers 2011

7. is is
Digital Darwinism
e evolution of consumer behaviour when society
and technology evolve faster than our ability to adapt. – Brian Solis

8. From postal to mobile.
People’s behaviour is changing.

9. Four out of five internet users
visit social networks. – Nielsen Social Media Report (2011)

10. One-third of women aged 18-34
check Facebook when they first wake up,
even before they get to the bathroom. – Oxygen Media

11. 50% of social media fans will purchase
from a brand they follow. - eMarketer, Oct. 18, 2011

12. 1 in 5 couples meet online;
3 in 5 gay couples meet online.
– Socialnomics, 2012

13. Social Media has overtaken porn
as the #1 activity on the Web. – Socialnomics, 2012

14. 80% of CEOs believe their brand
provides a superior customer experience.

15. But only 8% of
their customers agree.
– Bain & Company, 2005

16. 76% of consumers do not believe that
companies tell the truth in advertising
– Yankelovich Study, 2011

17. 90% of consumers trust peer recommendations
Source : Nielsen Global Online Consumer Survey, 2011

18. “We’re not in the business of keeping
the media companies alive. We’re in the
business of connecting with consumers.”
Trevor Edwards,
Vice-President Global Brand Nike

19. CloudRaker | Social Media 101
Your Brand is
Social Whether
You Like it or Not
ere is a conversation out there
ere is no ‘opt-in’ clause when it comes to social media.
Conversation is already happening about your brand,
the question is whether you want to join in and help steer it
in a favourable way.
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20. CloudRaker | Social Media 101
e Good News is
You Already Know
How to be Social.
It’s the same as being a person.
ere is no science to developing a social brand. Sure,
there are methodologies and ways to measure your
impact (more on that later), but the simple truth is that a
‘Brand Personality’ just isn’t enough, now your brand has
to behave and react like a living, breathing human being.
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21. CloudRaker | Social Media 101
Ask Yourself a
Simple Question.
If your brand was a person, would you want
to be seated next to him/her at a dinner party?
e basic rules of human interactions apply: Is this person
interesting? Does he or she listen to me when I speak?
Does he or she make me feel good about myself? Does he
or she have a tip or a suggestion when I tell them about a
struggle or frustration? And so on…
In paid media, we expect a brand to go and on about itself,
that’s why they have to pay for the space. In social, talking
about oneself endlessly is bad form.
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22. CloudRaker | Social Media 101
Change Your Tone.
Get down off your Traditional Media podium
and have a real conversation.
e rules have changed. In paid media venues
the message is controlled. In the social space it is
a real-time exchange with your customers.
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23. CloudRaker | Social Media 101
Ain’t love a bitch?
In social media, you can’t buy viewers attention,
you have to earn it.
Of course there are ways of increasing the chances they notice
you through paid media strategies, the only way to keep them
engaged is by being meaningful in their lives. If you keep them
entertained, bring value to their routine or provide unique
experiences, they will stay by your side.
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24. Social planning

25. 1. Start with
Define your objectives
Strategy isn’t the goal. It’s the path you plan to take to get there.
So, let’s put some goals out, and then talk strategy to reach them.
Here are some examples of goals you may want to achieve:
• Build brand awareness
• Improve brand perception & reputation
• Support for digital strategy
• Know more about your consumers
• Connect with your target audience
• Promote a new product and increase sales

26. 2. Listen
Do your homework and listen to what is being said about your brand
Knowing what’s important to your customers can help you better understand their needs.
And when (prospective) customers acknowledge that you’re listening, you immediately
strengthen your relationships with them.

27. 3. Who
Your target, your audience. Before going anywhere, make sure you know with whom you want to have a
conversation and make him or her your friend. Turn strangers into friends. ("friends" are prospects you've earned
permission
to talk with: even though they haven't turned into customers yet. Turn friends into customers. "Customers" were
converted from total strangers, to interested friends, and then to dedicated users. Turn your customers into
salespeople (* most importantly). Figure out how to empower people who like you, who have a vested interest in
your success.e community is too large and powerful. You can't outperform them. You must join them.

28. e Four ‘Ps’ of Planning
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29. Personality
Be unique and useful.
Social media is personal, so having a strong
personality is key to a good social media strategy.
ink of your activities in the social media space as
a hybrid of content and brand messaging. By
creating some scale of value for your consumers
whether that be entertainment or utility, you draw
them into your online brand space where they opt
into a dialogue. Like all relationships, your social
brand needs to engage, respond, and be present.

30. People
Leverage your existing brand lovers
(fans, employees, friends) as brand
ambassadors.

31. Presence
Building a presence in the community
that matters to your customer and target
market can help a brand increase its visibility
and credibility. (Facebook, Twitter, Youtube...).

32. Publish
e two rules of publishing on social media is
to connect and engage. In other words, do what
a normal person would do in real life. Tell stories.
Ask questions. Listen. Show pictures. Share tips.
Give. Receive. Live. Have FUN.

33. e tools

34. CloudRaker | Social Media 101
Different strokes
for different folks
Linked In
Facebook Twitter Content approach: Pinterest
Content approach: Content approach: I’m a leader in my Content approach:
Let’s be friends. I Let’s share news. industry and have Check out this
have cool content to I’ll help you navigate interesting things to wonderful recipe
share with you and this big ol’ web of ours share about my and do it yourself.
I’ll reward you for and if you have a business. I can help
being my friend problem with my you advance your
with exclusives and product or service, career or your own
promos. come here for help. business, and I’ll bring
together like-minded
people so that you can
all benefit from shared
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content and learnings.

35. CloudRaker | Social Media 101
Different strokes
for different folks
Google +
Content approach:
Blogs Instagram Foursquare I’m digitally savvy.
Content approach: Content approach: Content approach: I have interesting
Come see me Check out this Look where I am content to share but
here for more beautiful vintage right now. need more space to
information and picture. get my point across
details. than Twitter. Also,
I want to facilitate
conversations though
my commenting,
circles and hang out
functionalities.
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36. How to connect?

37. e Five ‘Cs’ of Connecting
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38. Create
Easy sharing information. Show them who you are beyond the brand.
e highest form of ‘thought leadership’ lies in the ability to create unique posts that
provide insight on your thought process and your opinion on the subjects you are
passionate about. Whatever form you choose to use to express your thoughts and
positions, be prepared to engage with your audience about your posts and keep the
invitation to engage open.

39. Care
Make them feel like they’re part of your team.
is is one of the most important things you will need to do while utilizing Social Media.
Care about what you do, promote, say, as well as who you are in contact with. is doesn’t
mean
that you have to like everyone, just care that they like you. When using Social Media, your
content must be of importance to you, your presentation must matter and even the smallest
details should come upon your care radar. Don’t think people aren’t watching, they are,

40. Community
Building relationship online.
Each of us wants to belong, and the information we share is likely to provide value to someone.
Find your tribe! ere is an audience that is ready to delight in you and the information and content
you share. Over time you'll become more familiar with the content that is resonating with your
audience based on the level of feedback and sharing that follows your posts. In addition, it is very
likely that a number of individuals will surface that are happy to amplify your message and engage
with you on a regular basis.

41. Communicate
Your chance to have a say.
After connecting, you need to reach out and communicate. Don’t wait for people to
talk to you. Instead strike up a conversation, whether it is in 140 characters or more.
is shouldn’t be too difficult since now you have made connections with people who
interest you in some way.

42. Commitment
Be consistent.
A social media strategy demands a commitment of time
and consistency in order to add value and create the kind
of engagement you'll need to grow. e best way to
ensure you are committed to the strategy is by establishing
an allocation of time devoted to its development.

43. ROI

44. Clear objectives = Clear results
Once again, we must emphasize the importance of clarifying goals. Once we have
clear idea of what we want to accomplish, we can define the KPI that will allow us
to measure if we're achieving all of our objectives.

45. e whole is greater than the sum of it parts
Measurement must take into account the whole ecosystem, not only our social media
campaign, but all our communication efforts.

46. Before, During and After
Before : Benchmark & listen comment on the web
During : Measuring the reactions to what we do
After : Measure our KPI

47. Quantitative doesn’t mean much without Qualitative
e figures are not enough to evaluate a campaign. We must dig farther down and find qualitative insights
that allow us to really understand what worked and what didn’t

48. Inspirations

49. Sharpie
e permanent marker company. rough social media and other marketing
efforts, this company has taken an ordinary commodity and turned it into a
common noun. Sharpie excels on Twitter, but they also make good use of their
blog and Instagram and have even formed their own community.

50. CloudRaker | Social Media 101
Sharpie’s blog : ey created a Sharpie squad which was responsible for all social media efforts online. ey gathered all different stories
from people and made a blog about it. ey leverage their customers to create creative content.
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51. CloudRaker | Social Media 101
Sharpie on Instagram #sharpie
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52. CloudRaker | Social Media 101
Facebook: Sharpie uses their Facebook page mostly to engage with their community. ey took content from their blog & Instagram
account to engage with their fans.
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53. Starbucks
Starbucks has kick-ass social media strategies. Now that it is giving away free WIFI, it
is even more of a magnet for roving laptop warriors. With 29 million Facebook fans,
the company has held a number of promotions on its page to drive engagement. For
example, Starbucks held a promotion for free pastries on its Facebook page, allowing
customers to access a coupon that would give them a free pastry with the purchase of a
coffee drink. Advertising on the social network has also helped to drive traffic to
Starbucks’ page.
e combination of geolocation and social networks is also a huge avenue for Starbucks
and the company was one of the first major brands to broker a deal with popular
location-based social network Foursquare.

54. Client name | Presentation Title
Starbucks on Facebook: It’s not only about coffee. It’s about people and community.
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55. Client name | Presentation Title
Mobile: It’s not only on the web, it’s also mobile. Starbucks has processed more than 42 million mobile payments since the U.S. launch of
its mobile pay program less than 15 months ago (2011). It also used multiple mobile platforms such as foursquare and Instagram.
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56. Old Spice
e campaign started with a great traditional commercial, but then let social
media do precisely what social media does best - it’s not about broadcasting a
message, it’s about connecting people.
Some keys to success:
- Previous TV spots built the audience
- Great balance between engaging celebrities, influencers, common folks and
popular social media sites
- Charming, entertaining and very funny online personality
- Real time is what drives the Internet

57. Client name | Presentation Title
360: Old spice uses practically every social platform but in different ways. ey adapt their content depending on the channel and project
they are using.
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58. Final words

59. Digital was the new normal

60. If we can’t find you on Google, you might as
well not exist at all
Consumers, people, now instinctively to look you up on the Web before engaging in
any form of interaction, whether you’re a business, a product, or a person. And with
the social web, not only do you need to be present, but you need to make sure the
conversation is in your favour.

61. More brands, more consumers, more
channels, less money
Sums up the new tough realities for advertisers today. Yet, like never before, there
are also more opportunities for smart brands to connect with their consumers and
learn from them - to be innovative and surprising, and even to make a difference.

62. Isn’t it great when things just work?
Unfortunately, too many organizations have not adapted to the new realities and
opportunities of today. e ones who do see the best return on their investments.
e ones who don’t struggle. Social media is just another channel of activity for a
brand. All activities - whether traditional, grassroots, social and digital, mobile, or
PR - play a role and should be planned together for optimal reach and impact.
Collaboration between expertise in building the brand’s ecosystem is key to the
success of campaigns and budget efficiency.

63. e truth: learn and try again
With digital, there are no best practices better than your own. ere are some basics,
but the truth is that digital realities are constantly changing and evolving. New
possibilities are born everyday. Divide your efforts into working, improving and
testing - and then readjust accordingly.

64. It’s better to start thinking about owning
your own community
With social media, brands are renting a space in which they can interact with a
community. e control we have over those channels is limited and so is the
information resulting from the interactions we create. Successful organizations treat
these spaces as new communication channels where they can connect with a
community of consumers they ideally control and manage with custom-built systems.

65. ank you