Presentation about social marketing by Justin Lafferty, Editor of Adweek's SocialTimes. Covering Pinterest, Snapchat, Periscope and Instagram.

1. BEYOND
FACEBOOK &
TWITTER
Justin Lafferty
Editor — Adweek’s SocialTimes
@JLafferty21

2. EVERYONE’S ON FACEBOOK &
TWITTER
 Facebook has 1.04 billion daily active users
 50 million small business pages
 Organic reach is tiny
 Pay to play, ad spend rising
 4C: Facebook ad spend in Q4 was up 128 percent from last year
 Twitter has 305 million daily active users
 Possible algorithm changes, giving more leeway to advertisers
 Failing to engage new and novice users
@JLafferty21

3. SO WHERE CAN YOU GO?
 Periscope (Twitter owned)
 Instagram (Facebook owned)
 Snapchat
 Pinterest
@JLafferty21

4. WHAT IS PERISCOPE?
 Live-streaming video app for iOS and Android
 Launched in March 2015 after acquisition by Twitter
 As of Aug. 2015, there are 10 million users and growing
 From launch to Jan. 12, 2016: 100 million broadcasts
 Growing in popularity among small business owners
 Prominent celebs on Periscope: Howie Mandel, Kevin Hart, Ellen
DeGeneres, Jamie Foxx
@JLafferty21

5. Pros Cons
 Twitter’s shining star
 Passionate community
 Not crowded with big brands
 Direct connection with fans
and customers
 Able to get in on the ground
floor
 Intimidating for novices
 Need to plan ahead a bit
 Need to be persistent
 Audience won’t be there
automatically
 Need to promote scopes via
other social channels
@JLafferty21

6. EXAMPLE: @CHOCOLATEJOHNNY
 John Kapos of Perfection
Chocolates in Australia
 @ChocolateJohnny on
Instagram, Twitter &
Periscope … @ChocJohnny
on Snapchat
 What does he do?
 Broadcasts chocolate-making
process
 Takes people behind the scenes
 Uses Snapchat, Instagram,
Periscope to show off new
products
@JLafferty21

7. @CHOCOLATEJOHNNY’S SOCIAL WINS
 Uses Snapchat to send discount codes
 Average of 10-20 people screenshot the code, purchase chocolate online or in store
 Uses Periscope to feature products
 Once sold $160 worth of chocolate during a 3 minute Periscope broadcast
@JLafferty21

8. INSTAGRAM
 Facebook’s hottest product
 As of Sept. 2015, 400 million
users
 Great for visually striking content
 Short product videos
 No post sorting algorithm … yet
 Good for:
 Showing off visual content
 Showcasing new/hot products
 Connecting with mobile customers
 Partnering with fans/customers for
user generated content
@JLafferty21

9. INSTAGRAM CONTENT IDEAS
 Show off visual content — even if it’s not explicitly your product
 Local landscapes — connecting you with community
 CEO doing something cool, notable
 Employees volunteering at a local charity
 Connect with passionate users, encourage them to be YOUR
superfans
 Find local Instagram users, repost their content (while giving them a shoutout in the
caption)
 Start a contest, promoted in-store & online, asking people to snap photos/videos
with a unique, short hashtag
 Showcase your customers using your products
 Don’t just show your products & expect it to fly off the shelf
 Showing people enjoying your products will spark curiosity, connection
 Try not to do this too often, but often enough to drive awareness of key products
@JLafferty21

10. SNAPCHAT
 Time-bomb dissolving messaging
service
 Photo/video messages only last a
few seconds before deleting, but
viewers can screenshot images &
replay snaps (a limited time before
paying)
 No, it’s not just for sexting
 Teens/Millennials LOVE Snapchat
 Good for:
 Showing off creative side
 Offering limited-time-only discounts
 Connecting with younger consumers
 Showing behind-the-scenes process
@JLafferty21

11. WHY SHOULD I BE ON SNAPCHAT?
 Emarketer study: 45 percent of Snapchat users polled were 18-24
(4/5/15)
 30 percent of Millennials polled used Snapchat daily
 Brands starting to catch on; now is the time to really be a market
leader
 Customers are tiring of overproduced media, they want raw
content
 Use Snapchat for daily contests, increasing customer
engagement
 Ex: Grubhub
@JLafferty21

12.  100 million active users; 1 million businesses on the site
 Not just for women!
 2014: Male userbase grew 73 percent, continuing to grow
 Direct commerce to your store
 Keep themed boards with products you have online & ready to sell
 Link directly to that product, making it easy for Pinterest user to get to your e-
commerce layer
 Growing as an advertising platform
 Buyable pins: More than 60 million on the site
 These buyable pins take consumers from Pinterest to the product site
 Great for passions
 Weddings, man cave, fitness, recipes, sporting events, awards shows
@JLafferty21

13. MARKETING TIPS FROM
PINTEREST
 First: create a business account & confirm your website
 This adds your logo to any Pin, lets people see what you’re Pinning
 Optimize your Pinterest presence
 Use your current logo; info should have concise info about your business & what inspires
you
 Pin at least once per day, so users get fresh Pins in their feeds
 Don’t just Pin your own products
 Partner with bloggers and local influencers, who will then be more motivated to Pin your
content, as well
 Re-pin things that would interest your audience
 Use high quality, vertical-oriented images for Pins
 Think about Pinterest SEO
 Be descriptive (but concise) about your Pins. Instead of “sweater,” describe the colors,
texture and material of the sweater — giving people more of a chance to find your
product in search
@JLafferty21

14. THINGS TO REMEMBER
 You don’t have to be on EVERY social platform
 Try them all, try many, but zero in on the most effective platforms for your business
 Find which social platforms and apps your customers use — go there
 Even a simple survey would help, or talking to customers
 If you’re going after a younger demographic, Instagram and Snapchat may make the
most sense
 If you’re going for a more tech-savvy demographic, give Periscope a shot
 Don’t be afraid to use in-store signage to bring awareness of social presence,
campaign or contest
 Many times, your day-to-day customers may have no clue that you’re on social
 Have a reason for being on social — behind-the-scenes looks, exclusive discounts,
product announcements. This is not a set-it-and-forget-it newsletter.
 Be fearless!
 Your first Periscope broadcast probably will not move product. Your 25th might.
 Have fun with this, but make sure it’s worth it
 It’s okay to be light and loose with these platforms, but do so in a way that attracts
interest, engagement and intrigue in your business
@JLafferty21

15. QUESTIONS? COMMENTS?
justin.lafferty@adweek.com
Twitter: @JLafferty21