social media 101: an integrated approach
DESCRIPTION
Introductory presentation I prepared for the YES organization in February 2014. This presentation touches upon the basics of social media, how to devise a marketing strategy for either a personal or corporate brand, the major platforms to leverage, and a collection of tools and resources to manage campaigns effectively.TRANSCRIPT
Social Media 101Overview 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)
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 promotionsSources:
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
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 exposureSources:
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 opportunitiesSources:
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 platformSources:
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 exposureSources:
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#
Source:
Entrepreneur: http://www.entrepreneur.com/article/224282#
YouTube Success Story
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 printSources:
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-media-marketing
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: [email protected]
LinkedIn: ca.linkedin.com/in/jonathanberthold/
Blog: http://jbertho.com/