With new social platforms popping up every time you turn around, how do you keep up? How do you assess which platform will be most effective for your brand? Join us to learn how to navigate the basics of the 4 major platforms (LinkedIn, Twitter, Facebook, & YouTube), as well as other potential platforms that could be useful for your brand (i.e. Pinterest & GooglePlus). By layering in potential strategies as well as some key metrics based on the goals of your business, this webinar will help catch you up on the current state of social media. Key Takeaways: 1. An overview of major social media platforms 2. Effective social strategies you can implement immediately 3. Key metrics you should be aware of for each social platform and how they correlate to your business goals

1. Social Primer: Getting Started With Social Media Marketing
July 26, 2012

2. Agenda
Platform Content
Strategy Analytics Questions
Review Planning

3. Where Do I Start?
Business Strategies Tactics/
Goals Platforms
• Is my audience there? Facebook
Twitter
LinkedIn
• Why am I using this channel?
YouTube
• Do I have content to support the use of
this channel?
Pinterest
• Do I have the manpower to support the Google+
Instagram
use of this channel? Foursquare

4. Platform Overview
Facebook • 68% are 35+
• 43% Male / 57% Female
• “Some College” or above
• 47% household income of $50k -
Currently the largest social network, Facebook $100k
boasts over 900 million active users.
Brands participate by having a Facebook Page • Historical look at company
and delivering timely, valuable content to “Fans” (Timeline)
• Traffic driver
(aka “Likers”) through a user’s newsfeed. • Customer engagement
• Visually compelling
• Links need to include photos
• Needs a large variety to keep
engagement up
• Mobile experience
• Varies from daily postings to 2-3
times/week
• Avg. 3-5 hours/week including
content planning

5. Platform Overview
Twitter • Primarily 25 - 44
• 41% Male / 59% Female
• “Some College” or above
• 75% household income in $25k -
A social networking experience delivered in 140 $100k (evenly split)
characters. Originally inspired by text messaging,
Twitter allows users to interact with each other • Deliver timely company news
through brief messages. • Customer service channel
• Aggregate industry news relevant
to your business
Topics are organized through user created • Provide an inside look at the
conventions called hashtags. company
• Brevity is key
• Include a link & any relevant
hashtags
• Mobile experience
• Twitter Media Viewer
• Varies, but post at least once/day
• 1-2 hours/week

6. Platform Overview
LinkedIn • 81% are 35+
• 50% Male / 50% Female
• 50% Bachelor’s or Graduate Degree
• 50% household income of
A business-focused social networking site with $50k - $100k
over 150 millions registered users.
• Connecting the business with
Many professionals use LinkedIn for career individuals
opportunities and to discuss industry trends within • Thought leadership through group
participation
groups. • Recruiting & partnership
opportunities
• Business focused
• Thought leadership
• Question & discussion focused
• Weekly participation
• Avg. 3 hours/week including content
planning

7. Platform Overview
YouTube • 48% Male / 52% Female
• 25% are 35 - 49
• 800 Million Users
• 3 Billion Hours Watched/Month
Supposedly the second largest search engine, • 60 Hours Uploaded Every Minute
YouTube allows users to upload video content,
which is then embeddable and shareable across
multiple networks. • Content repository for use on
website
• Video blogging (Vlogging)
Typically items that go “viral” are videos from • Industry commentary
YouTube.
• Video content
• Not just marketing content
• Audio more important
• Varies based on strategy
employed, monthly posting
minimum
• Avg. 1-5 hours/week including
content planning

8. Platform Overview
Pinterest • 35% are 45+
• 18% Male / 82% Female
• 61% have “Some College”
• 46% household income of $50k -
The newest social media darling, Pinterest has $100k
skyrocketed to over 21 million unique visitors, and
over 10.4 million registered users.
• Showcase products
• Curate industry trends
Content is curated from across the web and can • Provide a human face
be organized into boards around topics. • Give a sense of corporate
personality
• Visual content required
• Share-worthy
• Spark commenting
• Varies from daily postings to 2-3
times/week
• Avg. 3-5 hours/week including
content planning
• Can be addictive!

9. Platform Overview
Google+
• 50% are 0-24
• 71% Male / 29% Female
• Student & tech oriented audience
Google+ launched in the summer of 2011 as a
social networking product. Since its launch,
Google has made great strides to integrate
Google+ into a host of other products, such as • Content sharing to improve
YouTube, Google Docs, Gmail, etc. search rankings
• Direct connection with customers
via Hangouts
• Focus on high-value content
• Content that induces +1’s and
commenting
• Varies from daily postings to 2-3
times/week
• Avg. 3-5 hours/week including
content planning

10. Platform Overview
Instagram
• Does not release user
demographics
• Smartphone Users
Based in a photo-sharing application for iOS and
Android, Instagram allows users to add filter
effects to their photos. The app takes photo
sharing to a new height by allowing friending, • Capture the lifestyle of the
tagging and interaction with user created images. business
With over 25 million users, no wonder they got • Go beyond content creation to
acquired by Facebook. content engagement
• Photo content
• Mobile based
• Invokes the personality of the
business
• Merge pictures & text to convey
messaging
• Ad-hoc content creation or
planned content themes
• Integrate into overall marketing
plan and other channels

11. Platform Overview
Foursquare • 41% are 25 - 34
• 60% Male / 40% Female
• “Some College” or above
• 47% household income of $50k -
A geo-location application originally launched at $100k
SXSW 2009, Foursquare allows individuals to
check-in to locations, as well as follow brands, to
earn points and badges.
• Customer loyalty rewards
• First time visitor incentives
In recent months, they’ve tried to expand beyond • Community or lifestyle expert
gamification to become a recommendation
engine.
• Visitor specials
• Loyalty rewards
• Expert tips for locations
• Photo content & lists
• Minimal set-up
• Ongoing maintenance depends on
strategy

12. Content Planning 101
Messaging Cadence
Content
Themes Content Platforms
Assets
- How do content themes support business goals?
- How are messages crafted for each platform?
- What content asset are you linking to? Is it owned or unowned?
- How often are your publishing?
- How do you create unique experience on each platform you use?

13. Analytics 101
• Impressions • Downloads
• Total Reach • Community
• Referral Traffic Growth
Awareness Acquisition
Advocacy Engagement
• Shares • Engaged Users
• Post Virality • Comments/
• Advocacy Growth @Mentions/Likes
• Click-thrus

14. Contact Information
Lynn Morton
Sr. Social Marketing Manager
R2integrated
lmorton@r2integrated.com
@MissLynn13
www.linkedin.com/in/lynnmorton
www.r2integrated.com/blog/
Living bibliography at http://delicious.com/r2integrated/SocialPrimer