This document discusses utilizing social media for promoting cultural awareness and peace. It begins with an introduction of the author and their background. It then outlines the topic, defining social media, its scope and types. It explains why social media marketing is important by discussing how popular social media has become and how it has changed communication. The document then provides steps for getting started with a social media strategy, including setting goals and metrics, understanding your audience and brand, developing a marketing plan, and measuring results. It concludes with best practices for social media platforms like Facebook, Instagram and Twitter.

1. UTILIZING SOCIAL MEDIA
FOR PROMOTING CULTURAL
AWARENESS AND PEACE

2. About Me
• Founder, Iligan Bloggers Society, Inc.
• Project Leader, Go Social: A Digital Marketing Tour Boot Camp
• Social Media Manager, #ForMindanao
• Digital Media Strategist by profession; blogger by passion
• Masters in Business Management (MSU-IIT)
• Currently taking the Social Media Marketing Specialization course,
Northwestern University, Illinois (Coursera)
• Certified Inbound Marketer (Hubspot), Facebook Ads Specialist (Udemy)

3. TOPIC OUTLINE
 WHAT is social media?
 WHY does it matter?
 HOW to get started

4. WHAT IS SOCIAL MEDIA?
Definition, Scope, & Channels

5. Social Media are the platforms that enable the
interactive web by engaging users to participate in,
comment on and create content as means of
communicating with their social graph, other users,
and the public.
-Heidi Cohen
Riverside Marketing Strategies

6. Simply put…
Social Media
is people having
conversations online.

7. Scope
• I am Jayden Smith

8. Types
• Collaborative Projects (Wikipedia)
• Blogs and microblogs (Tumblr, Wordpress, Blogger)
• Content Communities (YouTube, Vimeo, Instagram)
• Social Networking Sites (Facebook, Twitter)
• Virtual Game Worlds (World of Warcraft)
• Virtual Social Worlds (Second Life)

9. WHY DO SOCIAL MEDIA MARKETING?
Understanding the need and purpose of social media marketing

10. Social Media
is more popular than ever.
Reason #1Reason #1

12. Source: Internet World Stats, We are Social SG

13. Online Media is not a fad.
It’s a fundamental shift in the
way we communicate.

14. Social Media
is changing our world.
Reason #2
• It is creating a new generation of publishers.
• Social Media has completely changed how
we consume media.

15. Social Media
levels the online playing field.
Reason #3
• No one has the monopoly on media
creation and promotion.
• The entire world is listening.
• Every individual has the ability to
promote their own brand.

16. • Expand your network to acquire new partners/volunteers/donations
• Build brand awareness through extended reach
• Interact with your stakeholders
• Gain audience insight
• Build your influence

17. HOW TO GET STARTED
Getting Started with your Social Media Strategy

18. SET A STRATEGY:
• what you want to do
• how you’re going to do it
• what you expect to happen
• when and how you’ll measure
your success

19. Step 1. Set a measurable goal.
Step 2. Know your audience.
Step 3. Know your brand.
Step 4. Plan your campaign.
Step 5. Measure your results.

20. Step 1. Set a measurable goal.
What do you want?
• Get people to notice
• Get people to engage
• Get people to act

22. Step 2. Get to know your audience.
Create your target persona.
• Think about who your audience are
• Take each of those and create a character
from each.
• Give him or her a name, a photo, a
personality and a few favorite things.

23. 2

24. Step 3. Know your brand.
Your brand is how and why people choose
you over other nonprofits/projects.
• What do you stand for?
• What are your strongest character traits?
• How does that translate into your
presence - from images to language?

25. Defining a brand involves:
• knowing why you matter
• being clear about what it is you do
• determining how you are different
• understanding the emotional connection
What
you do
How the
people feel
about you

26. Elements of a Brand

27. Step 4. Plan.
Determine the appropriate marketing
tactics to use
• Channels / Platforms
• DIY/Hire Social Media Marketer
• Budget
• Activities
• Hashtags
• etc

28. Step 5. Measure your results
Track your progress.
• Page views
• Views on video
• Engagement (likes, comments, shares)
• Clicks to your website
• Leads
• Number of volunteers
• Total donations

29. Step 1. Set a measurable goal.
Step 2. Know your audience.
Step 3. Know your brand.
Step 4. Develop a plan.
Step 5. Measure your results.
Summary:

30. BEST PRACTICES

31. • Have a social media marketing strategy
• Know what your audience want
• Optimize your page
• Regularly share content (own content &
other content)
• Converse with people
• Monitor what people say

32. • Deliver value at every interaction
(without talking about yourself)
• Avoid hard selling. Sell subtly.
• Leverage multiple content format &
distribution channels.
• Leverage user-generated content to
engage & reward users

33. Facebook

34. Facebook
✓ Experiment with post length
✓ Add a quote from your content
✓ Ask a question
✓ Use a list
✓ Include an emoji or two

35. Instagram
✓ Attention-grabbing images
✓ Experiment with micro-blogging
• Tutorials
• Tips and tricks
• Behind-the-scenes
✓ Add hashtags
✓ Encourage replies

36. Twitter
✓ Try to keep your copy as short as possible
✓ Avoid too many distracting hashtags
✓ Rewrite headlines when sharing links

38. THANKS!
Any questions?
You can find me at
fb.com/lovettejam
@lovettejam
lovettejam@iliganbloggers.org
slideshare.net/lovettejam

39. REFERENCES