We all know what social media is. The majority of us tweet, post, snap, and check our feeds on a regular basis. In our work lives, we also think about social as a marketing tool. We've all seen great cases (and even built some ourselves) that have driven brand awareness, engaged with consumers on extremely high levels, created brand loyalists, and even closed a sale on the final step in the path to purchase. It is imperative as we strive to achieve the things listed in the prior sentence that we step back and ensure we stick to key principles every digital strategist considers as a first step in any situation when dealing with social media. To serve as a reminder of “what” those principles are, Y&R Midwest’s Social/Digital Planning Director Greg Getner and Account Executive Zach Kraemer compiled a deck showcasing a top-line view of those key social media principles gleaned from the Social Media Week 2014 in Chicago.

1. 5
KEY LEARNINGS FROM CHICAGO
SOCIAL MEDIA WEEK 2014
1
OCTO B E R 1 5 , 2 0 1 4
@ZACHARYKRAEMER
@GREGGETNER
@YANDRCHICAGO

2. 2
THE WEEKLY TOTALS
17 23 24 13 3,000+
@ZACHARYKRAEMER @GREGGETNER
@YANDRCHICAGO
SESSIONS
ATTENDED
TOTAL HOURS
SLEPT DURING
WEEK
SHOTS OF
ESPRESSO
CONSUMED
REDBULL’S
CONQUERED
NUMBER OF
SLIDESHARE
VIEWS

3. 3
GOOGLE ON THE LEFT; Y & R O N T H E R I G H T; W I N N I N G
@ZACHARYKRAEMER @GREGGETNER
@YANDRCHICAGO

4. A SOCIAL NETWORK BREAKDOWN:
HOW DOES EACH PLATFORM STACK UP?
4
@ZACHARYKRAEMER @GREGGETNER
@YANDRCHICAGO

5. 5
BREAKDOWN OF TOP S O C I A L NETWORKS
1.2 241 175 100 70
164
115
@ZACHARYKRAEMER @GREGGETNER
@YANDRCHICAGO
BILLION ACTIVE
USERS
MILLION ACTIVE
USERS
MILLION ACTIVE
USERS
MILLION ACTIVE
USERS
MILLION ACTIVE
USERS
945
MILLION MOBILE
USERS
MILLION MOBILE
USERS
150
MILLION MOBILE
USERS
100
MILLION MOBILE
USERS
62
MILLION MOBILE
USERS
757
MILLION DAILY
USERS
MILLION DAILY
USERS
89
MILLION DAILY
USERS
72
MILLION DAILY
USERS
18
MILLION DAILY
USERS

6. FIVE KEY IDEAS THAT ARE IMPACTING
HOW BRANDS ‘DO’ SOCIAL IN THIS DAY
AND AGE
6
T H E P R I N C I P L E S
@ZACHARYKRAEMER @GREGGETNER
@YANDRCHICAGO

7. KNOW YOUR AUDIENCE:
HOW DO YOU HAVE A CONVERSATION
IF YOU DON’T KNOW WHO YOU
ARE TALKING TO?
7
@ZACHARYKRAEMER @GREGGETNER
@YANDRCHICAGO
P R I N C I P L E O N E
“ A S B R A N D S , W E N E E D TO D I S T I N G U I S H W H AT OUR BOUNDARIES ARE WHEN SPEAKING
TO OUR AUDIENCE. AND IN SOCIAL MEDIA, WE NEED TO BRING THESE CONVERSAT IONS
TO OUR AUDIENCES IN MEANINGFUL , ENGAGING, CONTEXTUAL WAYS. ”
– JENNIFER WESLEY, GOOGLE

8. SOCIAL IS A CONVERSATION:
IT’S NOT ABOUT THE BRAND, IT’S ABOUT
THE PEOPLE WHO USE THE BRAND’S
PRODUCT OR SERVICE OFFERED
8
PRINCIPLE TWO
“ N O O N E L I K E S TO B E S O L D TO . ” – B R O O K S K I N N E R , T W I T T E R
@ZACHARYKRAEMER @GREGGETNER
@YANDRCHICAGO

9. PRINCIPLE THREE
CONTENT IS KEY:
IF YOU WOULDN’T WANT
TO SEE IT ON YOUR FACEBOOK
NEWSFEED, IT’S NOT GOOD CONTENT
9
“ T H E S T U F F T H AT G O E S V I R A L I S T H E S T U F F A B O U T I D E N T I T Y. ”
– ANDY W I E D L I N , B U Z Z F E E D
@ZACHARYKRAEMER @GREGGETNER
@YANDRCHICAGO

10. SOCIAL IS MOBILE:
IF YOUR CONTENT IS NOT FULLY
VIEWABLE ON A MOBILE DEVICE, SAY
GOODBYE TO YOUR GREAT
ENGAGEMENT AND SHARE RATES
10
@ZACHARYKRAEMER @GREGGETNER
@YANDRCHICAGO
PRINCIPLE FOUR
6 7 % O F S O C I A L A C T I V I T Y HAPPENS ON MOBILE DEVICES

11. MORE AND MORE BRANDS ARE
ENTERING THE CULTURAL DIALOGUE
11
@ZACHARYKRAEMER @GREGGETNER
@YANDRCHICAGO
P R I N C I P L E F I V E
I N O R D E R TO EXECUTE REAL-TIME PLANNING SUCCESSFULLY,
BRANDS NEED TO P L A N AHEAD

12. #THANKYOU
12
THE END
@ZACHARYKRAEMER
@GREGGETNER
@YANDRCHICAGO