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What is Social Media?
Social Media Marketing programs usually center on efforts
to create content that attracts attention, generates online
conversations, and encourages readers to share it with
their social networks. The message spreads from user to
user and presumably resonates because it is coming from a
trusted source, as opposed to the brand or company itself.
• It’s a conversation
• It drives engagement
• It’s your brand’s voice
• It’s your customer base

What is Social Media?
Social Marketing efforts, as apposed to Mass Marketing, start
small and build outward. Through likes, shares, retweets, etc.
your message is carried to a large group.
• Build a loyal following
• Communicate information
• Listen to the online community
• Maintain top-of-mind awareness
• Deepen customer relationships
• Improve brand loyalty
• Improve search marketing results

What Social Media isn’t?
• An advertisement
• A monologue
• All about you or your business
• Buy, Buy, Buy
• Non stop sales pitch
• Invasive
Don’t spam people with advertising type
messaging: It’s not always about you!

Do I need social media?
• No
• Every Fortune 500 company founded before
2008 found their success without the use of
ANY social media.
So why is everyone doing
it?

Do I need social media?
Because EVERYONE is doing
it.

Facebook
• 167 Million users in the US
• 54% of population
• Average CPC - $.55
• 54% Female / 46% Male
• 1 Million new member 18-
24/mo.
• 70% of online users
• 40% users ages 45-54
Biggest Brand
• Walmart – 24 Million
• Target – 20 Million
• Samsung – 19 Million
1 out of 7 minutes spent
online is spent on
facebook

Twitter
• ~140 Million users in the US
• 46% of population
• 60% Female / 40% Male
• 55% of online users
• 50% users between 25-45
Biggest Brands
• Barrack Obama – 79,052
• Taylor Swift– 44,895
• Lady Gaga – 34,860
Info
• 140 Characters
• ~340 Million per day

Pinterest
• ~17 Million users in the US
• 80% Female / 20% Male
• 50% of users are parents
• 80% of content is repins
Uses
• Quickly scan products by
category
• 1/20th of a second to process vs. 200-
300 words per minute.
• Share things you like
• Promote your product

Instagram
• 80 Million+ Users
• 1 Billion+ Photos
• 5 Million+ Photos per day
• 81 Comments per second
• 50% users under 25 years old
Uses
• Photos are how younger people
communicate.
• Show off your product
• How it’s made/behind the
scenes
• Take followers with you
• Bring followers in

LinkedIn
• ~72 Million users in the US
• 24% of population
• 48% Female / 54% Male
• 35% of online users
• 71% users between 25-45
• 2 new members a second.
• 2 Million companies have
pages
• 20% users in the tech field
Info
• 98% of college grads have a
profile
• Quickly see connections
• Ask for references /
endorsements

YouTube
• 60 hrs. video consumed per
min.
• 4 Billion videos viewed a day
• Just over 1 Trillion views in
2011
• 1 Trillion views in 2011
• 1 Trillion
• Mobile 3X 2011 and 5X 2012
• 100 years of content added a
day
Info
• 2nd largest search engine
• Video is engaging
• Sharable

Blogs
• Quickly deliver content to public
• Huge SEO value
• Allows you to promote yourself
• Be shared across the internet
• Present yourself as a thought
leader.
• Drives conversation
Platforms
• Blogger
• Wordpress
• Tumblr
• Movable Type
• Expression Engine
• Drupal

Reddit
• Content is split into sub-
categories
• 2 BILLION page views
• 34 Million unique visitors
• 16 minutes on site on average
• 100,000 categories
• 8,500 categories with 100+
users
Uses
• Reach potential follower based
on their interests
• Quickest way to release news
to a large group (often beats
news channels to the punch)

Best Practices
Create a map
• What are your goals?
• Where do you want to be in 6
months?
• How many followers do you want?
• How will you get those followers?
• Why will they follow you?
Just having a social media
presence doesn’t mean
you’re engaging in social
media.

Best Practices
Use the right tool
• Pick the platforms that most of your
demographic uses.
• Don’t think you have to use
something just because it’s out
there.
• Focus your efforts on a few
platforms instead of spreading
yourself too thin.
The right tool makes the job
easier, same goes with social
media.

Best Practices
Create a schedule
• Keep yourself accountable
• Don’t overwhelm your users
• Spend one hour a month planning
Scheduling posts can be
done through a number of
different social media tools.

Best Practices
80/20 Rule
• Don’t spam your users with sales
info
• Create info they will be interested in
that’s relevant to your industry
• Set yourself apart as a thought
leader in your industry
• Become a resource in your industry
Too much sales info will
make people stop listening to
you.
80% relevant to your industry
20% about you

Best Practices
Experiment
• What works for one campaign, won’t
work for them all.
• Try new things and track what works
over what doesn’t work.
Don’t be afraid to push
yourself outside of what is
immediately the correct
choice.

Best Practices
Brand It
• Most social networks allow you to
customize an avatar or profile
• Make your visual brand clear across
every platform you use
• Your brand goes beyond just
pictures, your brand has a voice.
Develop your brand first, then
carry it out across the
platforms you use.

Best Practices
Communicate
• Take part in conversing with your
followers on a regular basis.
• Respond to comments on your
page.
• Communicate to other businesses
and brands through your page.
By speaking with your
followers, you’re bringing
them behind the curtain.

Off Platform
Artist
Artist @GregBurney promised to sketch
every twitter follower he had. He started
with just 70 followers and wound up
with over 5,000 followers.
Give them a reason to follow
you.

Off Platform
Wi-Fi Access
The Seattle Seahawks decided to give
fans FREE wi-fi access in and around
the stadium. What they found was this
increased trending on different social
media platforms. People were posting
photos from the game, which meant
that their friends were able see what
was going on “pre-game”.
Don’t stop fans from talking
about your product.

Off Platform
Haunted House
Devil’s Dungeon set up a photo booth at
the end of their haunted house. As
visitors set up to get their photo taken, a
chainsaw wielding madman jumped out
and a photo was snapped. The photos
were then posted on facebook, and
hundreds of people tagged themselves
and their friends which increased their
total reach 7X their following.
Give people a reason to go
back to your page.

Off Platform
Old Spice man
Old Spice had their iconic “Old Spice
Man” answer questions live over twitter.
Users would ask questions, and he
would record the answer. The answers
were then posted on their page. It
increased awareness of their brand by
the enormous amount of social sharing.
Speak to your followers on
their level.

Hootsuite
• Schedule Posts
• Sends out tracking URL’s
• Manage multiple accounts in
one place
• See in program analytics that
allow you to measure success
• Quickly develop content
• Create reports that let you
understand ROI
Hootsuite won’t run
your social media
for you, but it makes
it a lot easier.

How do you create a plan?
R – Reach
E – Engage
A – Activate
N - Nurture

Reach
• First introduction with your
brand
• Potential customers need to be
able to understand your “it”
without having to think too
much.
• Needs to be engaging and
sharable.
The set of activities
needed to raise
prospects' attention
for your brand,
product or service

Engage
• Bring them in the door
• Show your value prop.
• Explains why you’re a company
to partner with.
The gradual,
typically multi-
channel, often
recursive set of
activities needed to
engage the
prospects you just
won

Activate
• Convert
• Drive them to a specific action.
(buy, download, attend, etc)
• Clearly deliver your customers
directions on how they become
a customer
The activities
needed for your
prospects to take,
eventually, the
actions you wanted
them to take

Nurture
• Nurture the relationship with
your customers
• It’s cheaper to convert a
returning customer rather than
a new one
• Drive customers back to your
door through discounts and
new products and services.
The activities
needed to nurture
the customer
relationship you just
managed to create

Content Marketing
…is an umbrella term encompassing all marketing formats that
involve the creation and sharing of content in order to attract,
acquire and engage clearly defined and understood current
and potential consumer bases with the objective of driving
profitable customer action. Content Marketing’s basic premise is
to “provide some valuable information or entertainment –
“content” – that stops short of a direct sales pitch or call to
action, but which seeks to positively influence a customer
in some way.” This information can be presented in a variety of
media, including text, video, Q&A’s, photos, etc.
-Wikipedia

Types of Media
• Blog
• Text
• Video
• Infographic
• Image
• Podcast
Decide on which
forms of media fit
your company and
your budget

Blog
• You control the conversation
• Put your thoughts online
• Share your expertise
• Inform your audience
Blogs drive
conversation and
engagement directly
with users

Text
• Keep it short
• Drive action
• Keep it relevant
• Don’t just talk about yourself
Create conversation
starters or ask
questions that you
know your audience
will enjoy.

Video
• Make it exciting
• Have fun with it
• Think of things that will make
people share the video.
Don’t spend tons of
money and hours of
work on your video,
make the quick and
cheap.

Images
• Pictures of your product
• User submitted images
• Photos you know your
audience will enjoy/appreciate
Images don’t have
to be 100% all your
own. Share things
you like and you
know your followers
will like.

Infographics
• Share data on your business
• Create data in a visual format
• Make data sharable through
tons of social platforms
• Companies like Infographic
world can create them for you
• SEO value
People want to see
something, not read
something.

Pictures
• Content should include your
products as well as interests
• Share behind the scenes types
of photos
• Create images that aren’t 100%
specific to what you sell
The younger
generation
communicates
through images.

Podcasting
• Keep them short
• Speak with experts
• Share advice, hints, and tips
about what services you
provide
• Be an expert yourself
Podcasts are
searchable through
a number of audio
platforms.

ROI - Analytics
• Create campaigns using
Tracking URL’s with Google
tools
• Track to conversions based
on traffic sources
• Split traffic based on
referring domains
• Programs like hootsuite let
you see engagement across
multiple platforms

ROI - Offers
• Offers are trackible to your
doorstep
• As users cash in on offers,
it’s shared on their profile to
their friends
• You control the price,
timeframe, and how many
you give out
• It’s not Groupon

ROI – Promo Codes
• Using promo codes lets you
segment different campaigns
based on where you share
them.
• Allow users to print off
promo codes / coupons off of
twitter, facebook, etc so
they’re able to bring it to your
store or use on your site.

ROI– Impression
• Compare what your social
media impression is vs. what
it would cost you to get the
same amount through
traditional advertising

80/20 Rule
80% of the content you share should be about:
Informing
Teaching
Sharing
Entertaining
Relationship Building
Promoting Thought Leadership
Being an Expert
20% of the content you share should be about:
Sales

80/20 Rule
Who would you rather have introduce a brand to you?
or

Mistakes Made By Others
Chic-Fil-A
The PR team at Chic-Fil-A created a fake person to take
their side. This person was a cute young girl. “She” went
on and fought for Chic-Fil-A.
What wound up happening was some gumshoe on
facebook recognized the face as a stock photo model. The
fall out was people realized they were being lied to by the
brand.

Mistakes Made By Others
Rampart
To promote his new movie “Rampart” Woody Harrelson
scheduled an AMA. This is basically the online equivalent
to a press conference. What ensued were personal
questions about Woody Harrelson.
Participants grew annoyed at the fact that this time was
only being used to promote the movie and not to take part
in the conversation.
By breaking the 80/20 rule, users felt they were being only
sold to. Ramparts marketing teams results were less
positive than they had hoped.

Mistakes Made By Others
McDonalds
Social Media can’t change the truth. Fast food giant
McDonalds learned this lesson when they unleashed a
social media campaign about how “healthy” their food was
and asked users to tell stories about their McDonalds
experiences by using the hashtag #McDStories.
Not surprisingly, people criticized the food quality and the
fact that the food is anything but healthy.

Mistakes Made By Others
Kenneth Cole
The fashion company Kenneth Cole decided to put out a
handful of tweets about global catastrophes. Thinking
these offensive one liners were going to make people
laugh.
What wound up happening was the brand was seen as a
company that’s hateful thoughts had no compassion for
people going through struggle.
In the end, Kenneth Cole got rid of their social media
person and apologized for the error in judgment. The
brand’s voice wasn’t consistent with the rest of their
messaging.
Weeks later, Twitter users created a handle to mock the
original kenneth cole tweet all related to catastrophic
events.

Mistakes Made By Others
Chrysler
A guy from New Media Strategies, the company that
handled social media for Chrysler, sent out a tweet that
read:
“I find it ironic that #Detroit is know as #motorcity, yet
nobody in this city knows how to drive”
The only is that he sent the tweet out from @Chrysler. New
Media Strategies quickly went into damage control and
fired the guy that sent the tweet. But the damage had been
done, and New Media Strategies lost Chrysler as a client
by the end of the week.
Chrysler went on to spend Hundreds of thousands of
dollars in advertising to reaffirm their commitment to their
motorcity campaign.

Final Thoughts
Make me say wow.
By creating content that’s unique and inspiring, people will be motivated to share your content with their friends.
Make it relevant to your audience.
By creating things that your audience will be interested in sharing, you are creating conversation related to your brand
and your industry.
Don’t make me think too much.
Create content that is easy to digest and understand. Don’t make 30 minute long videos and write blog posts that are
dissertations on your industry. Create content that’s memorable, focused on a topic, and easy to read.
Take part in the conversation.
Be part of the conversation that you start. It’s an honest open conversation, social media has a tendency to tear apart
things that aren’t transparent.