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.

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

6. About.Me Example

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

9. Blogging Platforms

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)

11. Facebook

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.

14. Facebook Example: Oreo

15. Twitter

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

19. Twitter Example: Oreo

20. Other Social Media Sites

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

23. LinkedIn Personal Profile

24. LinkedIn Company Page

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

26. Google+ Business Page

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

28. Pinterest Example: Oreo

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/

30. Instagram Example

31. Instagram Example

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

36. Social Media Resources

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/