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I NTEGRATED M ARKETING T OPICS : S OCIAL M EDIA SynergyJax.com | [email protected] | 386.341.3178 2014 Guide to the Social Media Landscape Presented by: Brynn Titone SynergyJax.com [email protected] 386.341.3178 @CAinJax

Social Media Guide for Marketers

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2014 Guide to the Social Media Landscape. Discussion topics include: (1) What is social media? (2) Important Terms and Definitions (3) List of Top Networks and Platforms (4) Helpful Tools : Google Alerts (5) 2014 Web and Social Trends

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Page 1: Social Media Guide for Marketers

I N T E G R AT E D M A R K E T I N G T O P I C S : S O C I A L M E D I A

SynergyJax.com | [email protected] | 386.341.3178

2014  Guide  to  the    Social  Media    Landscape  Presented  by:  Brynn  Titone    

               SynergyJax.com                  [email protected]                  386.341.3178                  @CAinJax  

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Overview  

•   What  is  social  media  •   Important  Terms  and  DefiniNons  •   List  of  Top  Networks  and  PlaSorms    •   Helpful  Tools  :  Google  Alerts  •   2014  Web  and  Social  Trends  

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What  is  Social  Media?    Social  Media  is  a  blanket  term  for  any  web,  app,  or  mobile  pla<orm  where  a  user  can  connect  and  share  content  that  is  important  to  the  user.    

•   This  content  can  take  the  form  of  a  informa@on,  photos,  videos,  etc.    

•   This  interac@on  (sharing)  takes  place  via  social  Networks  

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Important  Terms  and  Defini@ons  

Network  or  Pla,orm  A  system  that  provide  a  structure  for  content  management  and  engagement.  Content  Management  is  the  act  of  “CuraNng”  content  within  the  framework  of  a  Network  of  PlaSorm.    

User  Engagement  Engagement  is  considered  interacNon  between  a  brand  and  a  user  and/or  between  users;  engagement  is  an  important  metric  for  campaign  evaluaNon.    

App  An  App  is  an  applicaNon  designed  for  a  mobile  device  or  tablet;  apps  can  be  “mobile  versions”  of  websites  or  networks  or  can  be  used  in  conjuncNon  with  a  service  such  as  an  accident  photo  app  for  a  car  insurance  company.    

Facebook  App  An  App  on  Facebook  replaced  Facebook  “Tabs”  an  applicaNon  can  be  freestanding  or  can  be  listed  on  a  company  page.  Apps  generally  are  used  for  promoNons/campaigns,  contests,  and  tools  (such  as  a  “rate  checker”  for  a  mortgage  company).  

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Important  Terms  and  Defini@ons  

Microblogging  Short  message  posNngs  from  a  social  media  account  such  as  Twi`er,  tweets  and  Facebook  status  updates.  

Blog  A  site  updated  frequently  by  an  individual  or  group  to  record  opinions  or  informaNon.  

Hashtag    A  Hashtag  is  a  word  or  string  of  characters  that  starts  with  a  number  (pound,  or  hash)  sign.    

Trending  A  word,  phrase  or  topic  that  is  popular  on  Twi`er  at  a  given  moment.  

Handle  A  handle  is  a  pseudonym  used  by  a  user  in  place  of  the  users  same.  For  example,  my  Twi`er  handle  is  @CAinJax  

Tag  Indicates  or  labels  what  content  is  about.  

Viral  Anything  shared  across  social  networks  that  get  passed  along  rapidly.  For  example,  a  YouTube  video  that  “goes  viral”  will  have  a  large  number  of  views  in  a  short  period  of  Nme.  

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What  are  the  Major  Social  Networks?    

Facebook  

TwiJer  

Instagram  

LinkedIn  

Google+  

Pinterest  

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Instagram  

About  •  A  popular  social  networking  plaSorm,  designed  to  be  used  on  mobile  devices,  that  allows  users  to  connect  and  share  his  or  her  story  via  photographs.    

•  Instagram  also  can  auto-­‐feed  to  other  social  networks  including  twi`er  and  Facebook.  

•  Instagram  became  popular  because  of  it’s  photo  effects  feature  which  allows  the  user  to  apply  “Photoshop-­‐like”  effects  to  photos  taken  from  mobile/smart  devices.    

User  Demographics  •  100million+  acNve  monthly  users    

•  Nearly  40  million  photos  posted  per  day  

•  Most  popular  with  females  and  the  18-­‐29  year  old  age  bracket  

•  Popular  in  Urban  areas  

•  Secondary  market  demographics:  Hispanic  and  African  American  Users    

Business  Uses  •  Best  used  for  event  or  campaign  metrics  as  well  as  monitoring  of  targeted  social  media  campaigns  

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LinkedIn  

About  •  LinkedIn  is  the  largest  professional  social/business-­‐networking  site  to  date.    

•  Features  profile  pages  (virtual  resumes),  job  lisNngs,  company  pages,  and  other  useful  tools  for  business  professionals.  

User  Demographics  •  200  million  monthly  users  

•  67%  are  outside  US  

Business  Uses  •  Best  used  for  HR  and  RecruiNng  

•  LinkedIn  is  also,  is  a  good  tool  for  researching  prospects  for  acquisiNons  or  sales  (product  or  service)  

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*Note:  Your  Login  Page  will  look  different,  to  create  your  own  Google+  Account,  please  see  this  link  for  more  informaAon:  https://support.google.com/accounts/answer/27441?hl=en  

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Google+  

About  •  Google+  is  a  social  network  for  individuals  and  brands,  created  by  Google.    

•  It  is  the  second  largest  social  network  ajer  Facebook.    

User  Demographics  •  Over  350  million  monthly  acNve  users    

•  Used  by  over  31%  of  web  users  in  the  US  

•  User  breakdown:      •  20%  of  users  are  Students    •  42%  of  users  are  Single    •  67%  of  users  are  Male  

Business  Uses  •  Best  used  for  SEO  and  Google  Search,  Places,  etc.  integraNon  (per:  visibility/SEO)  

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Pinterest  About  •  Pinterest  is  ac@on  and  affinity  based  social  network  where  users  can  “pin”  to  collec@ons  or  want  lists  based  of  the  products  the  user  is  interested  in  (Pin+  Interest=  Pinterest)    

•  Instagram  also  can  auto-­‐feed  to  other  social  networks  including  twi`er  and  Facebook.  

User  Demographics  •  20  million  monthly  acNve  users  

•  80%  of  users  are  women  

•  50%  have  children  

Business  Uses  •  Best  used  for  markeNng  and  markeNng  research  of  physical  products  •  70%  of  users  say  they  are  on  Pinterest  to  get  inspiraNon  on  what  to  buy  

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TwiJer  About  •  A  TwiJer  is  the  most  popular  micro-­‐blogging  pla<orm  worldwide;  TwiJer  asks  a  simple  ques@on:  “What’s  going  on?”-­‐  in  140  characters  or  less  

User  Demographics  •  Over  288  million  monthly  users  •  Most  popular  among  adults  aged  18-­‐29  •  Surprisingly,  the  55-­‐64  year  old  age  group  is  one  of  the  fastest  growing  user  demographics  

Business  Stats  •  36%  of  marketers  have  found  a  customer  on  Twi`er  since  2013  

•  Like  Facebook,  brand  loyalty  is  fierce  on  Twi`er;  however,  brands  can  take  a  beaNng  as  users  either  tweet  about  a  really  good  experience  or  repeated  bad  experiences  and  even  hatred  for  brands/products  and  services  

Business  Tips  •  Twi`er  is  incredibly  useful  for  brand  affinity  research.  

•  AddiNonally,  Twi`er  can  help  you  gain  insight  when  it  comes  to  compeNNon  

•  Beyond  the  research  capability  of  Facebook,  Twi`er  allows  you  to  find  informaNon  by  geographic  regions,  interests,  popular  conversaNon  topics,  and  much  more.  

Business  Stats  (cont.)  •  Most  large  brands  use  Twi`er  as  a  buffer  for  customer  complaints  and  have  several  handles  for;  geographic  regions,  Lines  of  Business,  Customer  Service,  etc.    

Hashtag  example:  #ilovejax    Handle  example:  @Chase  

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Facebook  

About  •  Facebook  is  the  world’s  most  popular  social  networking  site  

•  Before  Facebook,  there  was  no  such  term  as,    “Social  Media.”    

User  Demographics  •  1billion+  acNve  users,  globally  

•  750million  monthly,  mobile  users  

•  Most  popular  with  female  users  and  the  18-­‐25  year  old  age  bracket    

Business  Stats  •  85%  of  brand  fans  will  recommend  that  brand  to  others  

•  Brand  loyalty  is  especially  demonstrated  on  Facebook  

Business  Tips  •  UNlize  Facebook  to  check  in  on  compeNNon  on  a  corporate  level    

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Helpful  Tools:  Google  Alerts  

What  is  a  Google  Alert?  Google  Alerts  allow  you  to  monitor  the  web  for  content  based  on  a  search  query.  These  alerts  will  be  delivered  to  your  email  inbox  and  are  pulled  from  the  latest,  relevant  Google  web,  news,  and  other  results.    

Business  Stats  and  Tips:  •   Using  Google  alerts  gives  you  the  ability  to:  

• Monitor  relevant  informaNon  to  Chase  on  a  corporate,  geographic,  or  other  demographic  tag  • AddiNonally,  you  can  use  Google  Alerts  to  monitor  compeNtor  news  and  offers  as  well  as  menNons,  etc.  (like  a  secret  shop!)  

How  do  I  set  up  a  Google  Alert?  •   Let’s  begin  by  using  an  example:  serng  up  a  Google  Alert  for  “JPMChase”  (SEE  APPENDIX)  

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2014  Web  and  Social  Trends  Social  Media  in  Corporate  Campaigns  •  Large  corporaNons  are  beginning  to  integrate  social  media  into  campaigns  more  than  ever.    

Hashtags  are  on  the  Rise  •  Hashtags  are  no  longer  confined  to  twi`er  or  even  Facebook.  Hashtags  are  now  used  for  almost  every  TV  show  broadcast,  special  event,  and  markeNng  campaign.  

Content  Quality  and  Relevance    •  Businesses  are  focusing  more  on  providing  answers,  useful  arNcles  and  Nps,  and  other  such  content  vs.  pushing  the  product  or  service.    

Mobile  •  Tablets  and  Smartphones  have  replaced  digital  cameras,  camcorders,  laptops  and  more.  2014  is  the  year  Mobile  will  evolve  more  dramaNcally  than  ever.    

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Appendix  

•  Facebook:  Business  Tips  for  Field  MarkeUng  

•  Helpful  Tools:  Google  Alerts  Guide  

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Facebook:  Business  Tips  for  Field  MarkeUng  The  following  slides  demonstrate  how  you  can  easily  evaluate  a  brand  like  Bank  Of  America  using  Facebook  

EvaluaNon  SuggesNons:  1.  Cover  Photo  

2.  Apps,  Photo  Albums,  etc.    

3.  Timeline/Timeline  Posts  

4.  Likes  

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Facebook:  Business  Tips  for  Field  MarkeUng  

Cover  Photo  

You  can  determine  a  lot  from  a  Cover  Photo,  below  are  suggesNons  for  evaluaNon:  •  What  is  depicted  in  the  Cover  Photo;  is  it  a  person,  a  cause,  a  “mashup,”  an  offer,  etc.?    •  When  was  it  posted?    •  How  ojen  is  it  changed?    

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Facebook:  Business  Tips  for  MarkeUng  

Apps,  Photo  Albums,  etc.    

Snooping  on  the  compeNNon  can  be  easy,  just  a  few  clicks  through  the  following  and  you’re  good  to  go:  •  What  apps  does  the  page  feature;  are  these  important  tools,  offers,  etc?    •  What  types  of  photos  are  featured;  albums,  infographics,  etc?    •  How  do  the  photos  enforce  the  brand  message?    

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Facebook:  Business  Tips  for  Field  MarkeUng  

Timeline/Timeline  Posts    

When  I  look  at  posts,  this  is  what  I’m  generally  looking  for:  •  What  is  the  general  cadence/flow  of  posts?    •  Who  are  the  posts  catering  too?  •  How  many  comments,  likes  and  shares  of  posts?    •  Do  the  posts  direct  the  user  to  a  specific  off-­‐site  page?    

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Facebook:  Business  Tips  for  MarkeUng  

Likes    

Facebook  Perk:  •  Basic  demographics  

Note:  If  you  have  any  quesAons  about  the  demographics,  click  the  small  “Q”  icon.    

•  Click  on  the  icon  to  the  lej  to  get  to  the  screen  below  

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Google  Alerts   Step  One:  Go  to  h`p://www.google.com/alerts  (link)  

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Google  Alerts  •  First,  enter  your  search  term  in  the  “Search  Query”  field  (JPMorganChase)  

•  Then,  select  the  following  from  the  drop  down  menus:  

• Result  type  (News)    • Region  (United  States)  • How  Ojen  (Once  a  week)  • How  many  Results  (Only  the  best  results)  

• Next,  select  the  email  you  would  like  to  have  the  alerts  delivered  to  

• Note,  you  can  use  a  personal  gmail  account,  or  an  account  associated  with  your  Google  Profile  (click  here  for  more  info)  

•  Finally,  select  “CREATE  ALERT”  

• Ajer  creaNng  the  alert,  you  will  be  directed  to  a  page  where  you  can  view  and  manage    all  of  your  Google  Alerts  

Step  Two:  Customize  your  results  

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I N T E G R AT E D M A R K E T I N G T O P I C S : S O C I A L M E D I A

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Google  Alerts  •  FYI:  The  more  specific  the  terms,  the  narrower  the  results.    

• A  good  way  to  gauge  the  effecNveness  of  your  query  is  to  take  a  look  at  the  results  that  appear  on  the  right  side  of  the  screen  as  you  customize  your  alert.    • As  you  can  see  from  this  screen  shot,  I  was  able  to  pull  the  informaNon  most  relevant  to  my  posiNon  by  augmenNng  my  search  term(s)  to  “Chase  Bank  Jacksonville”  

FYI  Example