Marketing/Advertising. Why is it necessary? How does it work? What are the social networks and how are they different? Social media is now a crucial part of most every business marketing plan. But it is overwhelming to most! Understanding the basics will begin the process choosing the right platform for your business.

3. Nike UVA
Cavaliers
McDonalds
Washington RedSkins
Apple/MacIntosh
Pepsi
Microsoft
Michigan State Spartans!!
Detroit Red Wings!!

5. TWO FORMS OF ADVERTISING
PASSIVE MEDIA
Newspaper
Magazines
Yellow Pages
Internet/Social Media
Newspaper
Magazines
Yellow Pages
Internet/Social Media
INTRUSIVE MEDIA
Radio
Television
Social Media
Internet
Outdoor
Radio
Television
Social Media
Internet
Outdoor
BRANDING
“a trademark or
distinctive name
identifying a product or
manufacturer.”
Name = Product
CALL TO ACTION
Grand opening, sale,
promotion…
TWO REASONS TOADVERTISE

6. Create a emotional image based
on perception!
Utilize mediums to retain that
image for current and future
consumer needs.
Use mediums to their strengths
CONSISTENCY & CONTINUITY
Be creative!

7. Short Term Memory:
•Holds a limited number of items (capacity is about 7 items)
•Loss of information can occur with simple decay or
displacement
On average, an individual is exposed to overOn average, an individual is exposed to over
5,0005,000 messages per DAY.messages per DAY.
Long Term Memory:
•Flashbulb memories –death of JFK or 911. Do not always maintain accuracy.
Turning Short Term Memory into Long Term Memory:
•Rehearsal, repetition!!!

8. Agencies must ensure three elements are in place:
Who are you talking to?
(DEMOGRAPHIC)
How often are you talking
to them?
(FREQUENCY)
What are you saying?
(CREATIVE)

9. Social media can be defined as "interactive platforms
via which individuals and communities create and share
user-generated content”
Internet forums, web-blogs, social
blogs, social networks, podcasts,
photography/pictures, video….
Internet forums, web-blogs, social
blogs, social networks, podcasts,
photography/pictures, video….

10. Just the facts….
• As of Dec. 2012, 67% of online adults use social networking sites. (Pew
Research)
• As of 12/31/12 680 million monthly active users of
Facebook use a mobile product to access.
• YouTube is the second largest search engine in the world. In 2011 YouTube had
more than 1 trillion views or around 140 views for every person on Earth.
• 460,000 is the avg number of new Twitter accounts per day
over the past month. (#accounts)
• As of August 2012, LinkedIn operates the world’s largest
professional network on the internet with more than 175 million
members in over 200 countries.
• Pinterest is now the third largest social networking
site. In the US 25% of online adult females are using
Pinterest.

11. Future consumers!!!

12. ALL Social Sites have in common…
• Connections!!
– Personal and profession, sometimes in ways never
possible before
– Customer attention and feedback is taken to another
level
• Build a Profile
• Share information and ideas
• Most sites have interactive mobile apps
• Many sites can be linked to each other
• They must be “SOCIAL”
• Inexpensive but takes time and focus

13. • Blogging creates insight and
expertise
• 2 most used platforms are
WordPress and Blogger
• Blog templates create a
professional look
• “Widget” and “Plug-In” elements
are available to completely
customize your site
• Blogs
– should be personal
– 2 posts minimum per wk
– Posts should encourage
comments and conversation
– “vlogging” can be very
engaging
– Use keywords in titles and link
words to other websites &
blogs
– Follow other relative and
influential blogs and
commenting will increase
your own followers

14. • YouTube’s demographic is broad: 18-54 years old
• Launched as a simple video sharing site, now has a global
engagement daily. Rich with multi-media and social sharing
platforms.
• You can create your own channel!
• You can subscribe to other peoples channels.
– This allows you to connect with a business or person of interest
• As attention spans diminish and information is immediate,
using video to share an idea or message is effective!
• Link or promote YouTube videos to your other social
networking sites!
– Tweet it, post it to Facebook, imbed in a blog
• A promotional video should be no longer that 3 minutes.
• Tutorial videos should be 8-10 plus minutes.

15. • Pinterest is ALL visual & anyone
can follow you!
• You create “boards”, like bulletin
boards. You choose the category
or topic.
• You “Pin” items of interest. Most are from websites, blogs, videos or photos.
• Start following others (people, companies..) and “re-pin”.
• Pinterest strength is virility! An image, a story, a product, an idea can quickly
become viral!
• Users referred to your site via Pinterest are 10% more likely to make a
purchase than those who got to your site any other way.
44% of Pinterest traffic is US based
80% of content are “Repins”
Food is the most popular image subject
80% of your engagement with you brand
are images pinned from your website!
44% of Pinterest traffic is US based
80% of content are “Repins”
Food is the most popular image subject
80% of your engagement with you brand
are images pinned from your website!

16. • Connect for Business (B2B)
• Personal profile/online resume
• Can be linked to other sites
such as Facebook, Twitter &
Blog
• Make connections through
people you know (1st
, 2nd
threads), connection must be
approved by you
• Referrals/New Referral clicks
• Create “groups” and start
“discussions”
• New – Company pages & Ads

17. • Each “tweet” is only allowed
140 characters
– Aka: Microblogging
• Any person/business can
follow anyone/business/group!
• “Lists” can be created
• Topic are identified with a hash
tag (#)
• Value – real time interaction
• Customer responses
• Easier to build followers
• Drive followers to other
places…
• Each “tweet” is only allowed
140 characters
– Aka: Microblogging
• Any person/business can
follow anyone/business/group!
• “Lists” can be created
• Topic are identified with a hash
tag (#)
• Value – real time interaction
• Customer responses
• Easier to build followers
• Drive followers to other
places…

18. • All business “Pages” must
be linked to a personal page
• Connect for personal or business use
• On a personal page, you must approve friend
requests. Anyone can follow a business page
• Business “Page” must be entertaining,
informative and engaging in order to build
followers and maintain their loyalty
• “Sharing”, “Hyperlinking” and following
other business pages will build followers
• Insights are provided to show impressions,
demo of followers, reach and more!
• Your business page should be creative and
make an impression!
• “Ads”, “sponsorship ads” and “promoted
posts” are available to build awareness and
followers…Not to mention hyper targetable!

19. Getting started….
• Which social sites are suited for your business?
• How much time can you dedicate to creation and
maintenance of each site?
• Be open! Don’t be afraid of negative or challenging
comments. Look at it is an opportunity build loyalty.
• What is the goal?
• If you cannot set aside the time and focus necessary
for maintenance, you must:
– Not begin to build a presences
– Hire a professional to assist

21. Marketing…..AdvertisingMarketing…..Advertising
It’s necessary to let people know who you are
and what you do!
People buy or choose a service based on
emotion!
With the bombardment of messages we are
exposed to daily, you must maintain equity in
the mind of the consumer!
To grow a business, they must advertise!