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Social Media Landscape
Overview of current social media landscape and how clients
can reap the rewards of an emerging digital marketing trend.
Prepared by:
Jonathan Berthold
Director of Digital Media for Rank Media Agency, Clicko
Social Media Landscape
A Blog can be the source from which you publish valuable content and share
to social sites – think of blogs + social media sites as a spoke-and-wheel.
Value of Social Media
• Social media can help businesses…
• Increase brand awareness across the web
• Complement SEO efforts
• Generate new leads and/or sales
• Build active communities and jumpstart viral campaigns
• Target niche audiences via advertising platforms
Defining Your Clients’ Social Media Strategy
• B2B audience or B2C?
• Which platforms are most appropriate?
• Community building or lead/sales generation?
• What goals does the client want to achieve?
Content Marketing with Blogs
• Brands can position themselves as experts in their field by producing fresh content
• Valuable resource for SEO campaigns
Build posts around high-traffic keywords and long-tail searches
• Create a central platform for a company’s brand – connects all social media profiles
• Can help build an interactive community by encouraging users to subscribe and comment
• Publish content directly to Twitter and setup a live Twitter stream on you blog via widgets (custom Blogger
and WordPress blogs can set this up easily)
• Install a WordPress blog on-site
Easy to install and WordPress plugins are perfect for SEO and Social performance
• 4 posts per month – content can be based on:
“How to” posts
Company updates
Industry trends and observations
Video blogs (can share socially and pull videos from YouTube)
• Optional: Tumblr blog for cross-posting social updates/blogs off-site
Another page that can be indexed by search engines and boost brand awareness
Facebook Overview
• There are over one billion monthly active users, of which 669 million are active on a daily
• Great social networking site for community building and contests
• Sophisticated advertising platform can help increase brand exposure via promoted products
and regular display advertising
• Cross-posting can be enabled to-and-from Twitter
Facebook Investor: http://investor.fb.com/releasedetail.cfm?ReleaseID=780093
Facebook Advertising
• Display Advertising
• Regular display ads on the right side – can be used for retargeting (through Adroll and soon,
Facebook) or driving traffic to external landing pages.
• Promoted Page Advertising
• Cost-effective method of building up a targeted audience.
• Promoted Post Advertising
• Generate exposure for content & offers via extensive targeting platform.
Facebook Investor: http://investor.fb.com/releasedetail.cfm?ReleaseID=780093
Facebook Advertising
• Facebook Targeting Options:
Precise Interests
Broad Categories Interests
Mobile vs. Desktop / iOS vs. Android
Facebook Investor: http://investor.fb.com/releasedetail.cfm?ReleaseID=780093
Twitter Overview
• Over 500 million registered users
• Over 200 million users are active on a monthly basis
• Cross-posting can be enabled from most popular social sites.
• Easy-to-use microblogging technology makes it easy to publish content and build a following
• Trending topics/hashtags (#) originated on Twitter and provide ample opportunities to a brand’s
Business Insider: http://www.businessinsider.com/twitter-total-users-active-and-registered-2013-9
Twitter’s Promoted Products
• For larger campaigns, you can leverage the viral power of Twitter’s promoted advertising products to
increase brand awareness
• Currently only provisioned for US based accounts (or brands with $10K+ monthly budgets), you can do the
Promote Individual Tweets
Promote Individual Accounts
Promote a Trend ($$$$$)
• Although it is defined as “paid media”, Twitter ads are less obtrusive, more organic, and do not take away
from user experience compared to other forms of advertising
LinkedIn Overview
• LinkedIn currently has 238 million registered members across the globe
• Known as the world’s largest B2B social networking site
• Its platform provides opportunities for both job seekers and job posters to find employment and candidates
• Company and group pages provide ample opportunities for networking
• LinkedIn Ads continues to evolve and provides ample targeting opportunities
LinkedIn: http://press.linkedin.com/about
LinkedIn Advertising
• Regular Display Advertising
These ads appear on the right side of the site and allow brands to target niche audiences
• Sponsored Updates
Similar to Facebook’s Promoted Post advertising
• Ad Targeting: you can target users based on:
Job Function or Job Title
LinkedIn: http://press.linkedin.com/about
Google+ Overview
• World’s second largest social media site with over 359 million active members
• Google+ profiles can be synchronized with YouTube, Gmail, and other Google products
• Communities and branded pages offer branding opportunities for clients
• Connecting Google+ profiles to blogs (Google+ Authorship) can help boost SEO efforts
• “+1’s” are the most effective social signal for gaining SEO points
Business Insider: http://www.businessinsider.com/google-plus-is-outpacing-twitter-2013-5
Pinterest Overview
• The photo-sharing site reached 70 million members in June 2013, of which 20 million are
• Important social platform for e-commerce sites: users are more engaged on Pinterest than
• Highly visual images and interesting videos can go viral
• Use of hashtags and pertinent keywords can increase visibility of visual content
Read Write: http://readwrite.com/2013/04/17/social-networking-for-marketers-pinterest-crushes-facebook-infographic#awesm=~oj9cQes48qRSWN
Instagram Overview
• Instagram just announced that it has over 150 million monthly active users
• It has become popular for the photo editing features available within the application, pushing Twitter,
Facebook, and other companies to follow suit
• Simplistic photo sharing ability allows users to upload images easily and ubiquitously
• Photos can be shared to other social networks: Facebook, Twitter, Foursquare, Flickr, and Tumblr
• Creative images receive a lot of comments and likes, and the use of hashtags can increase visibility for
uploaded images
Mashable: http://mashable.com/2013/09/08/instagram-150-million-monthly-active-users/
YouTube Overview
• YouTube is the world’s largest video sharing site, with more than 1 billion unique visits each month
• It is a more popular search engine than either Bing or Yahoo
• Many brands have leveraged YouTube effectively to jump-start their marketing activities and increase brand exposure
• YouTube ads allow channel owners to monetize traffic and brands to generate more exposure
• YouTube’s interface makes it easy to upload and share videos to other social networks such as Twitter and Facebook.
YouTube: http://www.youtube.com/yt/press/statistics.html
Vine Overview
• 40 Million registered users
• Most downloaded app back in April 2013 in the Apple store
• Used by brands such as McDonalds, GE, Virgin Mobile, Microsoft
• 5 Tweets per second contain a link to Vine
• Top industries are fashion, sports, automotive, technology, and print
Digital Buzz Bloghttp://www.digitalbuzzblog.com/infographic-vine-the-facts/
The Verge: http://www.theverge.com/2013/8/20/4641980/vine-hits-40-million-registered-users-but-how-many-are-active
Foursquare Overview
• Popular check-in application
• Over 40 million registered users
• Introduced advertising products for brands looking to gain exposure locally
• There are 1.3 million business pages on Foursquare
• 100,000 business have run AmEx specials
Source: Expanded Rambling: http://expandedramblings.com/index.php/by-the-numbers-interesting-foursquare-user-stats/
Presenter Information
• Jonathan Berthold
• Director of Digital Media for:
• Rank Media Agency: http://www.rankmediaagency.com
• Clicko: http://clicko.com
• LinkedIn Profile: ca.linkedin.com/in/jonathanberthold/
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