This document summarizes a lecture about using profiles and pages on social media platforms like Facebook, Pinterest, LinkedIn, and Twitter. The lecture discusses how companies can use these platforms strategically by monitoring conversations, responding to customers, amplifying key messages, and leading discussions. It provides examples of how brands like Old Spice, Ford Escape, and Gatorade have used social media successfully. The lecture also compares Facebook and LinkedIn profiles and pages, discusses how to use Pinterest for business, and explains how companies are using Twitter strategically. The overall message is that social media allows companies to directly engage with customers and influence brand positioning if used proactively.

1. Lecture: Profiles and Pages -
Facebook, Pinterest, LinkedIn, Twitter
By: Susan Fant
www.susanfant.com / www.castlesandsllc.com
These Slides are for Educational Purposes Only
The University of Alabama Marketing Department MKT597: Digital & Social Media Marketing Fall Semester 2014

2. Let’s Review:
Remember:
Susan says social media
is all about
responding with
proactivity and
foreseeing potential
customer behavior and
decision making
patterns (consumer
behavior = purchasing
decisions).

3. Why Social Media Strategy Matters
• When not paying attention, companies run the
risk of the following:
– Aiming at the wrong targets
– Wasting time & money
– Failing to harness potential power
– (Alienating potential & current customers)
• Social Media’s Core Functions
– Monitor -- Respond
– Amplify -- Lead

4. Example: Human Bungee Slingshot
(yes, that’s right, human. bungee. slingshot.)
http://www.youtube.com/watch?v=eYthI8sVTME

5. Social Media is Confusing
• “Nebulous” nature
• ROI Measurement
• Online 24/7 (weekends do count now)
Big Questions:
– Where and how do companies influence
conversations?
– What are “real” reviews, “paid” reviews, & “fake”
reviews?

6. Gatorade Mission Control @ Pepsi Co.
Photo: Fast Company
Monitors include visualization of
tweets that are relevant to
Gatorade: brand, competitors,
athletes, sports nutrition and
sentiment analysis of blogs.
Reported an increased engagement
by 250% and reduced exit rate from
25% to 9%.
Uses Facebook to engage customers
and answer questions. Creates cover
photos for fans’ profiles.
Other social media command
centers: Cisco, National Australia
Bank, Clemson University, Dell
Computers, American Red Cross.
The Pioneer of Social Command Centers

7. Source: McKinsey Quarterly

8. Brand Positioning
• Interactions with
customers directly
changes brand
positioning
• Example: Ford Escape
& New Girl
- “Winston’s new car is
a Ford Escape he has
nicknamed the
“Foscapé”
- “Escape My Life”
video campaign

9. Testing a Campaign
• Creating hypotheses & benchmarks makes social
media analysis more tangible to stakeholders.
• Testing campaigns with a variable factor (in the
McKinsey example, different levels of funding
money) can help prove the worth of a campaign.
• Finding the key metric you want to increase, ex.
creating “buzz”, increase search traffic, or
negating negative word of mouth defines an
actionable and measurable goal.

10. Example: Old Spice Guy
(2010 Emmy Winner + Super Bowl)
Firm: Wieden + Kennedy
Goal: boost brand
awareness by driving Web
traffic to content about
existing products and
services
Result: millions of hits
across all platforms (now
46 million just on this
video), and year-on-year
sales for the company’s
products jumped by 27
percent within six months

11. McKinsey Conclusion
• Creating a bond between the company and
the consumer is the endgame.
• Social media is a mega phone and can amplify
every message sent out on a global scale.
• Participation is key to a two-way relationship.
• Social Media can touch consumers at every
stage and be a part of everyday life, or not.

12. Facebook Profiles & Pages
Class goal = To take you from personal
social media use to professional social
media use.
This means:
Yes, you can still have a personal
Facebook page, it doesn’t have to be a
resume, it can still be your space.
Just lock it down.
We’ll be managing a class page, and
effectively creating buzz about ourselves.
Soon, you’ll be managing pages for
companies – your own company, someone
else’s company or organization.

13. Social Networks = Social Places
• Our perception of the Web is spatial:
– “cyberspace”, Web “sites”, “home” page
• Your connections are your social network, the
sites are not your social network.
• People prefer to keep their networks separate.
There is a difference in the spaces and who is
there, why they are interacting, and how they
interact with you.
Source: Panayotis Vryonis http://medium.com/how-to-use-the-internet/e74ca8d8c3cb

14. Facebook v. LinkedIn

15. Not Just LinkedIn Anymore…

16. Facebook
• Launched Feb. 2004
• Founded by Mark
Zuckerberg with his
college roommates
• 1.06 billion monthly
active users (MAU) as
of December 31,
2012
Source: CNet News

17. Facebook Pages I Like Right Now

18. 20 Best Company Facebook Pages
Inc. Magazine
The Top Facebook Pages:
• Steve Spangler Science
• Bare Essentials
• Bonobos
• Brendan's Irish Pub
• Burt's Bees
• Candles Off Main
• Clarisonic
• Community Coffee
• eCycler
• Fresh Brothers
• Johnny Cupcakes
• Mabel’s Labels
• Old Spice
• Red Mango
• Skullcandy
• SmartPak
• Stella & Dot
• Threadless
• Tiny Prints
• Zappos
Source: Inc. Magazine

19. What’s the Point?
• Who is the target audience?
• What are these pages trying to accomplish?
• When is content being posted?
• Where are they posting it (newsfeed, about,
timeline, apps in Facebook)?
• Why are they posting this type of content?
• How are they interacting with consumers?

20. Pinterest
“[Pinterest is] Some buzzy new social media site that I keep hearing about
but don’t have time to figure out.”
Source: Forbes Magazine, TechCrunch, Hitwise Data
Image: InkHouse
Social image bookmarking system
Founded by Ben Silbermann, Paul
Sciarra, & Evan Sharp
December 2011: Pinterest becomes
1 of the top 10 largest social
networking services, 11 million total
visits per week. Drove more referral
traffic to retailers than LinkedIn,
YouTube, and Google+
Businesses can have a “virtual
storefront” page

21. Personal Pinterest Homepages

22. How I Use Pinterest
Right now, through
Castle Sands, I
create boards to
share with other
Pinterest users.
- Gains new
interest and
leads for my
clients.
- If someone
repins or likes
an image, I
know it is a
favorable image
that I will use
with other
media.

23. Pinterest for Business
Nordstrom’s Pinterest
Page
4.5 Million followers
as of 8/26/13
“Shoe Lust” 332 pins
(8/26/13) of shoes
that can be bought
on the website,
images from blogging
community, and
quotes about shoes
that get re-pinned
and linked back to
Nordstrom by
followers.

24. Our Pinterest Page
My Prediction:
Pinterest to gather
info for university
classes will be on the
rise, very soon.
Our goal: Add all the
students to the
Pinterest page to get
you actively pinning
to the board to use
as a resource now
and when the class is
over.
Connect others on
the social web to our
class and to our
interests.

34. Twitter

35. Twitter for Companies

36. Questions?