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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
 What is Social Media?
 Organizing Your Social Media Strategy
 Social Media Networks
 Social Media Tools
 Social Media Resources
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.
 “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
 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
About.Me Example
 What are your goals?
 Who is your target audience?
 Which metrics decide the success of a campaign?
 Which social channels are most appropriate?
 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
Blogging Platforms
 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)
Facebook
 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
 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.
Facebook Example: Oreo
Twitter
 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
 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
 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
Twitter Example: Oreo
Other Social Media Sites
 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
 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
LinkedIn Personal Profile
LinkedIn Company Page
 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
Google+ Business Page
 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
Pinterest Example: Oreo
 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/
Instagram Example
Instagram Example
 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
 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#
YouTube Success Story

Source:
Entrepreneur: http://www.entrepreneur.com/article/224282#
 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
Social Media Resources
 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
 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
 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
 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/
 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
 Jonathan Berthold
 Email: jonberthold@gmail.com
 LinkedIn: ca.linkedin.com/in/jonathanberthold/
 Blog: http://jbertho.com/

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Social Media 101: An Integrated Approach

  • 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
  • 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
  • 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)
  • 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.
  • 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
  • 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
  • 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
  • 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
  • 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/
  • 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
  • 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/