SMU 2017 Visual Essentials

Social Media University Essentials

SMU: Essentials - Instagram
Why Instagram?
• People Engage More With Instagram
• You Can Build A Targeted Following Through
Hashtags
• Instagram Allows For Creativity
• You Can Brand Yourself Through Content
700 M
Monthly
Users
400 M
Daily Users
68% of
Users are
Female

Why Instagram?
Facebook is by far the most popular
social media app, however,
Instagram is the next largest social
media app by unique visitors in the
United States and the fastest
growing social network.

Get Familiar
Get Started
•Choose an account username
•Choose a simple profile photo
•Include business details and contact
information in account bio
•Don’t forget to add your website!

Get Familiar
Get Familiar
Home Tab
• View photos/videos from
people you follow
• Interact with the photos
you see on your home
feed by liking and
commenting on them.
NEW
View stories

Get Familiar
Search Tab
• Find new photos to like
• Search for and discover
other users to follow
• Explore and search
hashtags, places and more
NEW
View stories

NEW
View stories
Activity Tab
•See which
photos/videos your
connections are liking
& see who they’re
following.
•Displays your
notifications
Get Familiar

Get Familiar
Camera Tab:
Upload photos from your
phone’s photo gallery or
take photos & videos from
within the app.

Get Familiar
Image Tools
Edit images with filters and other
tools available within the
Instagram app.
These effects give images that
unmistakable “Instagram look”
that generate positive responses.

Get Familiar
Add a caption!
Include hashtags, tag
another account or person(s)
and add a place or location
to your photo.
Share with all of your
followers or directly to a
specific account.

Get Familiar
Profile Tab
• View your posted photos & videos.
• See your followers & who you’re
following.
• Edit settings & profile information.
• See photos people have tagged you
in and photos you have saved.

Get Social
Network
•Find, like & comment on photos.
•Double tap a photo to Like it or tap the
heart below the photo.
•Comment by clicking on the comment
bubble.
•Send post as a message.
2x

Get Familiar
Instagram Stories is a new
feature that lets you share all
the important moments of
your day.
As you share multiple photos
& videos, they appear
together in a slideshow
format: your story.
http://blog.business.instagram.com/post/148349029221/instagram-stories

Instagram Content Strategy
1. Start with clear goals
2. Choose themes to
tell a cohesive story
3. Take the time to
create high-quality
content

Hone in on your goals

Hone in your goals
Differing from other social
platforms, Instagram has released
a way to see analytics within the
app but they are limited.
Weekly impressions • Weekly audience growth
Top posts • Demographics • Post optimization
Clicks to website • Profile views • Weekly reach

Instagram for Business
9 Types of Posts Every Marketer Should Try
1. Food
2. Product – Centric
3. Customer – Centric
4. Employee – Centric
5. Working / In the field / Events
6. Motivational Posts
7. Reposts
8. Giveaways / Contests
9. Guest Takeovers

How To Use Hashtags
• Appropriate hashtagging that’s relevant to your goals, content, and
brand will help aggregate your images and will also associate them
with trending topics.
• Create a hashtag for “brand identity”. Most businesses use their
brand name as their hashtag.
Examples: #GMSRocks #gulfshoresorangebeach #GSOBsports

SMU: Essentials
Live Streaming

SMU: Essentials – Live Streaming and Broadcasts
Periscope | Twitter Live | Instagram Live |
Facebook Live
Use mobile apps like Periscope/Twitter, Facebook or Instagram to
broadcast live events or news for your followers.
• Show live product/service demos
• Share industry news
• Connect with influencers
• Take viewers behind the scenes of your business
• Provide content for other channels
• Cross-promote your broadcasts on other channels

Live Streaming Tips
•Make the broadcast personal. Connect by
beginning with the camera on you and then turn to
your subject.
•Always introduce yourself and location.
•In the first few seconds, let viewers know what
they’ll get out of watching your broadcast.

Live Streaming Tips
•Be professional.
•Be humorous.
•Be natural, but be prepared.
•Be authentic.

Live Streaming Tips
•Share and market your video after the broadcast.
•Go live regularly.
•Delight your viewers by:
•Interviewing customers, employees, or
management.
•Go live while attending or hosting area events.
•Hold a Q & A

SMU: Essentials - Snapchat
Why Snapchat?
Get Started
SNAPCHAT!
2017 Snapchat Facts
Snapchat
users are
under 34
years old
of users are
female
of U.S.
millennials
use Snapchat
regularly
71% 70% 30%
• 45% of users are aged 18-24
• More than 400 million
stories are created per day
• It would take you 10 years
to view all the photos
shared on Snapchat in the
last hour
• More than 20K photos
shared every second

Snapchat for Business
Get Started#1. Set Up Your Snapchat Account
The first step to using Snapchat for
your business is to set up your
Snapchat account. To do this, you need
to download the app from the iTunes
store or Google Play. Once installed,
you’ll be able to sign up for a new
Snapchat account.

First, you’ll enter your email address,
password and birth date.

Then you’ll choose your 15-character
username. This is something people will
have to type in to find you if they don’t
have your snapcode. Thus, you want to
make it something that people will
automatically think of when they search for
your business, like tacobell, grubhub, wwe,
philadelphiazoo or something similar.

Once you’ve chosen your Snapchat
username, you’ll be prompted to enter
your mobile number. People who have
your phone number in their contact list
will be able to find you using it unless
you change that option in your
settings.

After you’ve created your account,
you’ll be taken to the screen where
you can start creating snaps and
stories. Before you start doing this, you
want to tap on the ghost icon at the
top of your screen to configure the rest
of your profile settings.

On the following screen, tap on the
settings wheel icon at the top right.

Enter your name in your settings.
You can also enter or update your
mobile phone number and email
address.

Get Started
#1. Set Up Your
Snapchat Account
If you don’t want
people to find you
based on your phone
number, tap on your
number and toggle the
option for allowing
friends to find you.
Configure your privacy settings for
who can send you snaps and who can
view your story. As a business, you
may want to start out by allowing
everyone to send you snaps and
allowing everyone to view your story.
If you start to receive snaps that are
vulgar or inappropriate, you may want
to change your settings to only
allowing friends (people you add) to
send you snaps and only add people
you trust as friends.

Get Started
#2. Add Friends for Inspiration
If you’re new to Snapchat, you’ll want to add friends for
inspiration. When you add people as friends on Snapchat, you
can see their latest stories (based on their settings) and allow
them to send you snaps.
They won’t be able to see your stories unless they add you as
a friend, and based on their settings you may or may not be
able to send them snaps.
Start by tapping on the ghost icon at the top of your screen to
see your options for adding friends.
When you tap on Add Friends, you’re given four options.

Get Started
When you find napcodes, take a screenshot or save the images to
your phone.

Get Started
Choose the option to Add by
Snapcode. This will bring up the
latest photos saved to your
phone.
Tap on the Snapcodes you‘ve
saved so Snapchat can scan them
and invite you to add those users
to your friends list.

Get Started
Finally, if you’re with a group of
people during a networking
event, you can invite everyone
to tap on the Add Nearby
option. This will allow everyone
to add each other on Snapchat.

Get Started
Find Stories
Once you’ve added people as friends
on Snapchat, you can tap on the
three dots at the bottom right of
your screen or swipe left.

Get Started
Find Stories
This will take you to the Stories page.
There you’ll find stories shared by your
friends under Recent Updates.
Think of this as your Snapchat news
feed because you’ll see public updates
from those users you‘ve added as
friends.

Get Started
#3. Build Your Audience
When you add people as
friends on Snapchat,
they’ll be notified in the
Added Me section.

Get Started
•Add others as friends
•Screenshot your Snapcode
•“Ghost” a selfie
•Customize your Snapcode

Get Started
You can also download your snapcode from the
website on your desktop browser by logging
into your account. In that file, you’ll get a guide
to editing snapcodes as well as PNG and SVG
versions you can use to create a custom
snapcode with your usual profile photo,
business logo or other image in the ghost space.
You’ll need an image editing tool to do this.
Mac users can open the snapcode and another
image in Preview. Select the other image (your
profile photo, logo, etc.), copy it and then paste
it into your snapcode.

Customizing your Snapcode
Get StartedStep #1: Download Your Personal Snapcode
• On your computer visit www.snapchat.com
• At the bottom of the page under the “Community” heading, click on
“Snapcodes.”
• Click the “Download Snapcode” button (you will need to login in
with your Snapchat username and password to access your snap
code.)
• Make sure you know where the folder downloaded because you will
need to use a file inside it. The folder that downloads should be
called “Snapcodes.”
http://www.idigitaltimes.com/how-change-your-snapchat-icon-color-customize-snap-codes-free-online-tool-541692

Get Started
Step #2: Customize Snapcode Color With Pixlr
• Go to Pixlr.com
• Scroll down the page and click on the “Pixlr Editor”
• Click on the “Open Image From Computer” option.
• Navigate to the place where you saved the Snapcode folder.
• Open the Snapcode folder and select “Snapcode.png.” This will place your personal
snap code in the Pixlr editor
• On the left-hand side of the screen is a tool menu. Select the wand tool. Click inside
the white ghost with the wand. The ghost should now have a moving outline.
• Press the delete key on your computer or go to the “Edit” menu at the top of the
screen and click on “Clear.” The Ghost should now be clear (gray checkered
background)

Get Started
Step #2: Customize Snapcode Color With Pixlr – cont’d . . .
• Go back to the tools on the left and click on the dotted square
“Select” tool (second down from the top on left).
• Now click somewhere in the yellow part of the snap code
• At the top of the page, go to the “Adjustment” menu. Click on “Hue
and Saturation”
• With the Hue, Saturation and Lightness bars, move them around to
achieve the color you want (Ex: Changing color to Red requires tuning
hue down to -41, saturation up to 100 and lightness down to -54)
• Press OK when you’ve achieved the color you want.

Get Started
Step #3: Add a Custom Photo to a Snapcode
• Go to ”Layer Menu at the top of the screen and click on “Open Image as Layer”
• Choose a picture on your computer that you want to use. It will show up on top of
your snap code.
• If the size is not right, go to the “Edit” menu and select, “Free Transform.” You can now
size the image by grabbing one of the corners and dragging in or out.
• Once the image is the proper size, go to the right-hand side of the screen. Your image
should be a small icon called “Image 1.” Grab it and drag it under the snap code icon
labeled “Image 0.” The image should now be layered under the snap code.
• Now go to the File menu and select “Save.” Save you edited snap code where you can
find it.
• You can now send the edited snap code to friends or post it on your social media page!

Get Started
•Share your custom Snapcode
•Add your username and your
custom snapcode to your website
•Change your profile photo on
Facebook, Twitter and other
networks

Get Started
#4. Create Stories & Send Snaps
There are two ways to keep your
audience engaged with your business
on Snapchat:
1. Creating stories
2. Sending snaps

Get Started
Any photos or videos that you
add to your story will be
compiled into one update for
your friends to view an
unlimited number of times until
the photos and videos expire in
24 hours.

Get Started
Snaps are more like private messages.
They are meant to be watched only
once, although you can replay snaps
once within 24 hours.
To create stories or send snaps, take
photos or record a 10-second video on
Snapchat using the app. First, use the
icons at the top left to turn on your flash
(if needed) or select rear/front facing
camera.

Get Started
To take a photo, tap on the circle at
the bottom of the screen.
Photo Editing and Posting Options
If you take a photo, you have
several options for editing it.

Get Started
At the top right, you can
tap on the icons to add or
create stickers, add an
emoji, add text or draw on
the photo.

Get Started
If you swipe left on the photo, you
see filter options. You can use
filters to adjust the contrast and
coloring of the photo, add a
timestamp or add frames based
on your location.

Get Started
Tap on the icon at the bottom right
to choose to add the photo to your
public story or send it privately to
one or more people as a snap.
Note that if the friend doesn’t
follow you and doesn’t have his or
her settings configured to get
snaps from everyone, your snap
won’t be delivered.

Get Started
Video Editing and Posting Options
To record a video, tap and hold
the circle at the bottom of the
screen until you’re finished
recording.
If you take a video, you have
similar options for editing it.

Get Started
For videos, instead of having an
option at the bottom left to
decide how many seconds the
image will stay on the screen, you
have the option to toggle the
sound recorded in the video on or
off.

Get Started
Note that if you have music
playing on your phone’s music
player, it will be recorded with
your video.

Get Started
In addition to adding videos to
your story or sending them as
snaps, you can also add video to
live stories if you‘re in the same
location as and event.
*Think Hangout Music Fest!

Get Started
Encouraging Engagement
If you want to get some engagement
for photos or videos in your story, you
can use the text or drawing tools to
ask people to take a screenshot and
share it or swipe up to chat.

Get Started
#5. Edit Your Story/View Analytics
When you send a snap, it’s delivered
almost immediately; therefore, you have
no options to edit it.
When you add photos and videos to
your story, you do have a few options.

Get Started
You can tap on the arrow that
appears next to your story to
download it as a video before any
parts of it expire so you can share it
elsewhere if you choose.

Get Started
When you tap on an individual
image or video in your story, you
can tap on the icons on the left to
see who has viewed your story and
who has grabbed a screenshot of
that part of the story.

Get Started
You can also use the icons to the
right to delete the individual image
or video from your story or save it
to your phone.

Get Started
Snapchat is a unique social
network when compared to
Twitter, Facebook,
Instagram and others. As
such, it offers businesses
unique ways to connect
with their audiences.

Get Started
1. Provide live access to events
you host or take part in.
2. Deliver private content.
3. Offer contests, perks,
promotions.
4. Take people behind the
scenes.
5. Partner with influencers.

Get Started
#1. Provide live access to events you host or take part in.
Snapchat is perfect for real-time social media marketing of live
events. You can use it for product launches, trade shows or one-
of-a-kind events like the 1,000th customer to shop in your store.
Snapchat gets your audience excited because you’re providing a
different, more authentic view of what’s going on at the event.

Get Started #2: Deliver Private Content
You can also use Snapchat to provide
special content to your audience
they might not receive on other
digital platforms. Think of something
unique to surprise your community
of followers.

#3: Offer Contests, Perks or Promotions.
Offer promo codes or discounts to the fans who watch
your entire Snapchat story, or ask them to take a snap
while holding your product.

#4: Take People Behind the Scenes.
Capture birthday parties, Friday afternoons or company
outings. The sky’s the limit on showing how your brand
differentiates itself with company culture.

Get Started
#5: Partner With Influencers
Just like with Instagram and other
social channels, social media
influencers on Snapchat can help
spread brand awareness and reach.

SMU: Essentials - Pinterest
What is Pinterest?
• Pinterest is a place to for people to discover ideas for all of their projects
and interests
• Pins are hand-picked by people like you
• Users pin your content and you pin their content
• Pins are visual bookmarks of images or videos that link to outside content
• Pins are added directly from websites, by apps using the Pin It button, or
uploaded from the computer

What is Pinterest?
• Pins can be shared by repining
• When added from websites, each Pin
links back to its origin
• Pins form collections called boards
• Boards are a great place for Pinterest
users to discover your content
• Users can follow one, some, or all of your
boards

What is Pinterest?
Get Started
The Pin Cycle
Pins can be anything! A gift, recipe, or
even a quote.
Beautiful Boards
Boards are where people collect and
organize their Pins. Each board tells a
unique, hand-crafted story.

What is Pinterest?
Get Started
Simple Discovery
Pinterest helps people discover
things in a simple, visual way.
Guided Search
Pinterest’s guided search
suggests categories to further
define what users are looking for.

Why Pinterest?
Get Started

Why Pinterest?
Total Number of Monthly
Active Users
150 million
Number of Users from U.S.
70 million
Total Number of Pins
50 billion+
Total Number of Boards

Why Pinterest?
Get StartedFood is the #1 category for pinned content on Pinterest
• Home 40%
• Arts, Crafts, DIY 34%
• Style/Fashion 30%
• Products 26%
• Vacation 25%
• Humor 25%
• Travel 22%
• Inspirational/educational 20%
• Children 14%
• Other 4%

Why Pinterest?
Get Started• 87% of Pinners have purchased a product
because of Pinterest
• 72% use Pinterest to decide what to buy
offline
• 67% of Pinners are under 40-years old
• 80% of users access via mobile device
• 93% use Pinterest to plan purchases
• Over 5% of referral traffic to websites come
from Pinterest

Get Started
Get Started
Join Pinterest with a
business account or easily
convert an existing account
to a business account
https://business.pinterest.com

Get Started
Get Started Verify your website as soon as
possible.
1. In your settings, click 'Confirm
website' in the Website field.
2. Follow the instructions on the next
page. You can verify with an HTML
file or a meta tag.
3. Once your website's confirmed,
you’ll see your logo or profile
picture on Pins that people saved
from your site.

Get Started
Get Started• Add a Pin It button to your website
• Best way to get discovered on
Pinterest
• More traffic and impressions
• See your results in Pinterest
Analytics
• Customize the buttons to match
your website
• Available on popular publishing
platforms

Pin Like a Pro
Get Started
Put Pinners First
Consider what Pinners really care about. Check out your web
analytics to see what they like best, or talk to them directly.
Tailor your Pins for them.
Whole Foods: https://www.pinterest.com/wholefoods/

Pin Like a Pro
Get Started
Curate Your Collection
Create a few boards to start your collection. The very best
boards are inspiring, with beautiful images that draw people in.
Don’t just show off your products. Show what inspires them.
UGallery: https://www.pinterest.com/ugallery/

Pin Like a Pro
Get Started
Be Authentic and Share
Be authentic and show your business personality. Share your
pins by promoting your promoting your Pinterest account and
even showcasing them on your website!
West Elm: westelm.com

Make Great Pins
Get StartedPins should be:
Helpful • Informative and useful
to people
Beautiful • So compelling and
creative it makes you want to
look closer
Actionable • Help people take
action on their interests

Make Helpful Pins
Get Started
•Write thoughtful descriptions
•Offer instruction or how-to when
necessary
•Add simple text overlay
•Keep branding tasteful
•Use colors/settings that convey your
brand

Make Beautiful Pins
Get Started
•Use high quality images
•Size and shape matter (vertical
orientation is best)
•Pay attention to composition

Make Actionable Pins
Get Started
Pins should link back to
places that help
For example: a pin about a
product should link back to a
place on your website where
the product can be purchased

Pinterest and Business
Get Started
Make Them Rich!
When possible, make your pins Rich Pins. Rich Pins are Pins that
include extra information right on the Pin itself. There are 6
types of Rich Pins: app, movie, recipe, article, product and place.

App Pin: Includes an install button, so Pinners can download your
app without ever leaving Pinterest.
Place Pins: Includes a map, address, and phone number.
Article Pins: Includes headline, author and story description.
Product Pins: Includes real time pricing, availability and where to
buy.
Recipe Pins: Includes ingredients, cooking times and serving info.
Movie Pins: Includes ratings, cast members and reviews.

Get Started
To get started with Rich Pins, you'll need to prep your
website with meta tags, test out your Rich Pins and
apply to get them on Pinterest.

Get StartedRecipe Rich Pin example
The metatag on the website allows
the ingredients content to pull right
into the pin.
A product pin would have
description and price. If price ever
changes on the website, it would
automatically change on the pin.

Get Started
Engage with other Pinners
•Follow other people’s boards, like, comment, and repin
their content
•Create group boards and invite others to contribute

Pinterest Analytics
Get Started
See analytics by going to your profile and clicking
‘Analytics’ in the top left corner of the screen.

Pinterest Analytics
• See what’s trending
• Switch between views by
filtering and sorting to get a
more detailed look
• Sort analytics by Impressions,
Repins, Clicks, and All-Time
data
• Export your data
• View top pins and boards

Pinterest Analytics
See how content from your website is doing on Pinterest. Website
analytics shows data for all Pins that link back to your website, not just
the Pins you’ve added to your own profile.

Pinterest Recap
•Create a business account
•Create and organize
boards
•Pin like a pro
•Engage with other pinners
•Use high quality images
•Write thoughtful
descriptions
•Use Rich Pins when
possible
•Make your website
pinnable
•Add the Pin It button to
your website
•Promote your Pinterest
account
•Measure your results

SMU 2017 Visual Essentials

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