The document discusses how social media is an important tool for future entrepreneurs. It provides tips on choosing social media channels like Facebook, LinkedIn, YouTube, and Instagram to engage customers and drive traffic. It emphasizes that high-quality, valuable content is needed to build an audience and promote conversions. Overall, the document advocates using social media marketing to build brands and businesses.

1. What you need to know about
as FUTURE ENTREPRENEURS

2. Social Media Revolution 2013

3. It is not going away, so join the bandwagon!
Charlene Li,
“Companies that
not get on social
media
bandwagon - -
within 3- years
will not survive”

4. 1. choose your channels.
2. make awesome content.
3. engage & convert.
content is the currency of
the internet.
There are many social networks, so it pays to start with the most
popular channel for your target market, and build from there.
Fans need to get value from your content, or they will disengage
with your brand. Promote your best content with paid advertising
to get more reach.
What is the point of getting a like, if they won’t buy from you? We
drive social traffic to your website, where they are more likely to
convert.
Conversion via website

5. Choose Your Channels

7. Facebook facts & figures
• Worldwide, there are 1.5 billion active users
• 4.5B likes generated daily as of May 2013
which is 67% increase from Aug 2012
• 699M people log onto Facebook daily. Which
represents a 26% increase from 2012
• There are 819M mobile active users which is
a 54% increase from 2012
• Facebook users are 53% female and 47%
male
• There are 83M fake profiles
• Photo uploads total 300M per day
• Average time spent per facebook visit is 20
minutes
• Every 60 seconds on Facebook: 510
comments are posted, 293,000 statuses are
updated, and 136,00- photos are uploaded.

8. Why Should Brands Use Facebook?
§ Reach
– Your target marketing is there,
that’s where you should be
§ Engage
– It allows you to communicate on a
less formal level you can discuss
news items, answer queries
§ Track
– Gives you insight into your fans in a
way a website just isn’t able to do.
Analytics, shows you fans broken
down by age, location and
languages.

9. Why Should Brands Use Facebook?
§ Target
– Allows you to target specific
people based on gender, age,
location, education and interests
§ Search rank
– New SEO algorithms treat social
signals as comments, fan
numbers as indicators of
importance in your ranking.

11. LinkedIn
http://www.youtube.com/watch?v=ZVlUwwgOfKw

12. LinkedIn Facts & Figures
• LinkedIn launched May 5, 2003
• 238 million members in 200 countries
• 87% trust LinkedIn as a source of information
affecting decision making
• As of Sep 30, 2012 new members joined at a rate
of 2 per second
• More than 3 million companies have LinkedIn
Company Pages
• 40% of LinkedIn users access the site daily
• Over 10 million endorsements given daily
• Over 1 billion endorsements given total
• 39% of users pay for LinkedIn premium
• 1.5 million LinkedIn groups
• 81% of users belong to at least one group
• 27% of users visit LinkedIn by mobile
• 1.2 million products or services listed
• Average time spent on LinkedIn per month – 17
minutes

13. Why Should Brands Use LinkedIn?
§ Recommendation
– Brand followers are 2.5 times more
likely to recommend products
§ Amplification and Reach
– The 1 million HP followers have 43
million first degree connections and
138 million second degree
connections
§ Targeting
– Segment and target content and
ads to very specific user groups

14. How Should Brands Use LinkedIn?
§ Create awareness and
improve reputation
§ Thought leadership and
influencer marketing
§ Lead Generation
§ Social CRM
§ Traffic building
§ Listening and Gaining
Insights

16. YouTube
http://www.youtube.com/watch?v=r18R4Zr1Etg

17. How Does YouTube Work?
§ Social video sharing
§ Video buffering/streaming
§ Brand channels
§ Advertising
§ Keywords/SEO
§ Video Annotations

18. YouTube Facts & Figures
http://www.youtube.com/watch?v=P-FQZKj-OkU

19. How Should Brands Use YouTube?
§ How to Guides
§ Viral videos
§ Teasers
§ Behind the scenes
§ Explainer videos
§ In-Video Overlays (e.g.
click to buy)
§ Brand Channels
§ Annotations

20. YouTube Marketing Tips
§ Make content not ads
§ Leverage the new One
Channel Design
§ Push people to your website
§ Utilize Paid Views (Trueview)
§ Collaborate with creators
§ Leverage YouTube videos for
SEO

22. Instagram
http://www.youtube.com/watch?v=Nn-dD-QKYN4

23. Key Features
• Photo and 15s social video sharing
• 15x awesome filters
• Border, Rotate, Crop, Blur, Exposure
• Hashtags
• Geolocations
• Likes and Comments
• Max 140 characters (if you are posting to
Twitter also)
• Primarily a phone app
How Does Instagram Work?

24. Instagram Facts & Figures

25. A study on 100 Filipino Instagram Users
• 84.8% photograph travel/scenery and food
• 67.7% photograph themselves
• Photos of objects, printed materials, pets/
animals, and clothes each make up around
half of all photos
• 15.2% for breaking news
• 65.7% women, 26.3% men and 8%
transgender
• 9/10 users are under 35
• 41.4% users are students
• 8/10 share on Twitter
• 72.7% share on FB
• 28.3% share on Tumblr
How Filipinos Use Instagram
Source: Jason Cruz, McCann
http://jsncruz.com/instagram-usage-statistics-
philippines/#.Uh3vRmQ

26. Why Should Brands Use Instagram?
1. Photos allow consumers to
emotionally connect with brands
2. Photos posts have 39% higher
interaction rates
3. Faster, cheaper and easier than
professional shoots

27. 1. If you have
something visual
to share
2. Humanize your
brand (BTS)
3. Get instagrammers
involved
How Should Brands Use Instagram?

28. Best Practice Examples

29. 1. Choose a username that you
already use
2. Use hashtags, branded and
generic
3. Take advantage of geolocation
4. Use a web program to manage
(e.g. statigram)
5. Run photo contests
How to Drive Web Traffic
• Add URL to BIO
• Include URL in comments
Instagram Marketing Tips

31. Pinterest
http://www.youtube.com/watch?v=W-Nog6T6iuY

32. How Does Pinterest Work?
http://www.youtube.com/watch?v=oJzD4vF5dFA

33. Key Facts
• 70 million Pinterest users
• 2.5 billion monthly Pinterest
page views
• 80% of Pinterest pins are
Repins
• Average time spent per visit
14.2 minutes
• Average time spent per
month 98 minutes
Pinterest Facts & Figures
Pinterest is the 15th most popular website in the Philippines

34. Pinterest Facts & Figures

35. Note: Links do not generate link-juice (no-follow)
Why Should Brands Use Pinterest?

36. 1. Include several keywords in descriptions
2. Use hashtags
3. Be funny and show your personality
4. Focus on lifestyle rather than product
5. Avoid self promotion
6. Promote your Pinterest through other channels
7. Engage with others Pins
8. Create a user generated Pinboard
9. Host a competition
10. Add the PIN-IT button to your website
11. Understand your customers interests
12. Add links to the descriptions of your pins
13. Create a video gallery
14. Feature offline events
15. Showcase your businesses personality
Pinterest Marketing Tips

37. Why social media is great for start ups
How can you be more cost effective
Strategies to learn as early as now
How to implement
Case study
Start up companies

38. Why is it great for start-ups?

39. What is the ROI of your mother?
http://www.youtube.com/watch?v=xZY5b85KoOU

40. Why Analyze Sentiment?

41. Emotions are core to purchase decisions
vs.
http://www.today.mccombs.utexas.edu/2010/04/do-you-make-buying-decisions-based-on-logic-
or-emotion-a-tale-of-two-chickens

42. Social Media creates lots of data
Just waiting to become useful information

43. Consumers are FINALLY empowered

44. The Anatomy of a Crisis – The Incident

45. The Anatomy of a Crisis – The Impact

46. The Anatomy of a Crisis – The Response

47. The Anatomy of a Crisis – The Result

48. http://adage.com/article/digital/mckinsey-finds-social-buzz-affect-sales-negatively/242039/
Yes, Sentiment Impacts Sales

49. Agenda
1. Why Analyze Sentiment?
2. Sentiment Analysis 101
3. Practical Applications

50. What is Sentiment?

51. What is Sentiment?
emotions opinions intent
Subjective impressions, not facts

52. Example 1: Happy Mention
subject emotion brand
product
service

53. Example 2: Unhappy Mention
fact
fact
opinion
emotion

54. Example 3: Sarcastic Mention
brand brand
opinion service
emotion

55. Example 4: Mixed Mention
emotion service brand opinion

56. Example 5: Language Confusion
brand opinion
fact

57. Example 6: Intent to Buy
fact brand subject
intent
brand brand
question

58. The elusive hunt for binary
• For vs. Against
• Like vs. Dislike
• Good vs. Bad
• Ecstatic vs. Happy
• Excited vs. Amused
• ROFL vs. LOL
• Depressed vs. Unhappy
• Sad vs. Destitute
• Frustrated vs. Angry

59. Challenges of Automated Sentiment Analysis
§ People express opinions in
complex ways
§ Cultural ideosyncracies
(e.g. differences in sarcasm,
irony etc)
§ The wider you throw your net
and the more complex the
language, the less accurate
the system will be.

60. Agenda
1. Why Analyze Sentiment?
2. Sentiment Analysis 101
3. Practical Applications

61. Use Case 1: Get to the heart of the News
In real time listen for spikes in mention volumes
to identify the latest news stories

62. Use Case 2: Faster Content Crowdsourcing
Once there is a breaking story, quickly identify
all the images, videos and public created
content on a topic

63. Use Case 3: Opinion Mining

64. Use Case 4: Reputation Management

65. Use Case 5: Consumer Insights

66. Use Case 6: Competitive Intelligence
Get real-time
insights on your
competitors
- Sun Tzu
“Know your enemy and know yourself
and you can fight a hundred battles
without disaster”

67. Use Case 7: Brand Monitoring

68. Social Media sentiment is the #nofilter
voice of the people
Conclusion

69. Are you listening?

70. Thank You!!
www.allfamous.com
Robin Leonard
CEO, AllFamous Digital
robin_allfamous
robinleonard1

71. References
§ http://www.lct-master.org/files/MullenSentimentCourseSlides.pdf
§ http://www.slideshare.net/mcjenkins/how-sentiment-analysis-
works#btnNext
§ http://en.wikipedia.org/wiki/Sentiment_analysis
§ http://mashable.com/2010/04/19/sentiment-analysis/
§ http://www.today.mccombs.utexas.edu/2010/04/do-you-make-
buying-decisions-based-on-logic-or-emotion-a-tale-of-two-chickens
§ http://adage.com/article/digital/mckinsey-finds-social-buzz-affect-
sales-negatively/242039/