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Understanding	
the	Social	Media	
Landscape	&	
Channels
S E R G I O 	 P I N Z O N
Internet
Intranet	
(employees)
Extranet	
• Suppliers	
• Partners	
• Marketers	
• Customers	
DEFINITION	OF	INTERNET
WHAT	IS	WEB	1,	2,	3?
WEB	1,	2,	3
Web	1.	Online	communities,	internet	browsers,	e-businesses,	and	more.
Web	2.	It	is	not	only	accessible	from	companies	and	media	giant	and	also	from	
independent	professionals	and	individuals	through	their	social	media	pages,	
blogs,	YouTube	channels	and	many	other	possible	ways.
Web	3.	Merging	of	traditional	and	social	media.	Increase	in	wireless	networking,	
cloud	computing,	sharable	information	between	organisations,	wearable	
devices,	big	data and	much	more.
Reason	for	digital	
marketing	
• Getting	closer	to	customers	
• Understanding	customer	better	
• Adding	value	to	products	
• Boosting	sales	
This	Photo by	Unknown	Author	is	licensed	under	CC	BY
Digital	marketing	platforms	
Browsers	 Apps	 Emails	
Social	network	 Video	platforms	 Augmented	reality		
Touchscreen,	
Bluetooth	QR	codes
Digital	OUT	OF	HOME
Billboards Digital	advertisements	at
Train	stations
Bus	shelters
Airports
Shopping	malls
Waiting	rooms
Opening	story
What	is	social	media?	
You	are	being	social	
Media	because	it	is	
published	on	the	web.	
Brand	awareness	
Networking	or	building	
relationship.
Your	details	are	not	
safe	online.	Or	are	
they?
What	are	the	benefits	
of	social	media	?
Benefits	of	using	social	media	
It	is	free.
You	have	a	huge	
audience.
It	is	another	
communication	
tool.
You	can	engage	
easily	with	your	
customers	
You	will	have	a	
visible	presence	
on	the	web	
You	receive	real-
time	feedback
SOCIAL	MEDIA	CHANNELS	
Social	networking	 Blogs
Video	and	image	
sharing	sites	
Review	sites Wikis	
Social	
bookmarking	
sites
Mobile	
applications
SOCIAL	NETWORKING		
ü Facebook	
ü Twitter
ü LinkedIn
ü Instagram
REVIEW	SITES	AND	BOOKMARKING	
SITES	
ü Trip	advisor	
ü True	locals	
ü Google	
ü Twitter
OTHER	SOCIAL	MEDIA	CHANNELS	
• Groupon	
• Scoopon
• Zomato	
• Amazon	
• Wish	
• Alibaba
WHAT’S	THE	DIFFERENCE	
BETWEEN	CONTENT	
MARKETING	VS.	SOCIAL	MEDIA	
MARKETING:	?
SOCIAL	MEDIA	MARKETING	(SMM)
¡Social	Media	Marketing	(SMM)	refers	to	the	process	of	gaining	website	
traffic	or	attention
According	to	Content	Marketing	Institute	(2017):
CONTENT	MARKETING
EXAMPLE	OF	DIFFERENT	CONTENT	MARKETING	
Find	ingredients	to	
prepare	tacos	
A	blog		such	a	recipe	
A	short	video	of	
someone	preparing	
tacos
Specific	email	
notification.
COMMON	CONTENT	MARKETING	GAPS
LACK	OF	STRATEGIES	 LACK	OF	
ORGANIZATION	
LACK	MEASUREMENT
THE	KEY	
QUESTIONS	OF	
CONTENT	
MARKETING	
Real	difference	to	your	audience	
lives	in	relation	to	the	products	
or	services	you	are	offering.
Our	choices	are	governed	by	
habit	so	provide	value	
consistently,	over	the	long	term.	
Create	content	that	you	can	
measure	their	success.	
Distribute	and	promote	your	
content	(email	marketing,	paid	
advertising).
Key	
principles	of	
content	
marketing	
To	connect	with	people	
To	get	information
To	be	entertained.	
Authentic
Resourceful	
Credible
Recommendations
Elaborate	a	competitor	and	industry	analysis
Have	a	strategic	plan	behind	your	social	media	supported	with	
more	appealing	content
Competitor	analysis
More	appealing	content		
PROMOTIONS	
SHOWCASING	YOUR	
STAFF	
YOUR	CONCEPT	
CUSTOMER	REVIEWS
Highlight	more	of	
your	service/	products	
This	Photo by	Unknown	Author	is	licensed	under	CC	BY-SA
Educate	your	customers	about	your	value	proposition
Listen	to	your	customers	
This	Photo by	Unknown	Author	is	licensed	under	CC	BY-SA-NC
üCreate	events
üWebsites	like	groupon,	scoopon,	Zomato	to	promote	your	brand.
üCollaborations	and	use	of	influencers	
Connect	with	your	relevant	community
Effective	digital	marketing	strategies	
WHAT	?	
OBJECTIVES
STRATEGIES	
WHO?
TARGET	MARKET	
WHERE?
TECHNOLOGY
Homework	
1- Watch	the	essential	viewing	video	‘Gary	Kovacs:	Track	the	Trackers’	and	
The	social	dilemma	documentary	and	please	answer	the	following:	
• Were	you	aware	of	the	degree	your	online	behaviours	are	being	tracked	
by	marketers?
• What	are	your	views	on	online	privacy.
Homework	
2- I	encourage	you	to	read	and	leave	me	a	comment	in	the	following	blogs:	
https://www.pinzonand.co/blog/How%20to%20start%20a%20strong%2
0marketing%20strategy
https://www.pinzonand.co/blog/zero-moment-of-truth-zmot-in-marketing
PINZON	&	CO	
PINZON	&	CO
Understanding the social media landscape and channels.

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Understanding the social media landscape and channels.