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?
Blogs
Content Marketing with Blogs
• Brands can position themselves as experts in their field by producing fresh content
• Valuable resource for SEO campaigns
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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)
Recommendations
• Install a WordPress blog on-site
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Easy to install and WordPress plugins are perfect for SEO and Social performance
• 4 posts per month – content can be based on:
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“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
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Another page that can be indexed by search engines and boost brand awareness
Facebook
Facebook Overview
• There are over one billion monthly active users, of which 669 million are active on a daily
basis
• 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
Sources:
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.
Sources:
Facebook Investor: http://investor.fb.com/releasedetail.cfm?ReleaseID=780093
Facebook Advertising
• Facebook Targeting Options:
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Demographics
Location
Precise Interests
Broad Categories Interests
Mobile vs. Desktop / iOS vs. Android
Workplaces
Education
Sources:
Facebook Investor: http://investor.fb.com/releasedetail.cfm?ReleaseID=780093
Twitter
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
visibility
Sources:
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
following:
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Promote Individual Tweets
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Promote Individual Accounts
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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
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
respectively
• Company and group pages provide ample opportunities for networking
• LinkedIn Ads continues to evolve and provides ample targeting opportunities
Sources:
LinkedIn: http://press.linkedin.com/about
LinkedIn Advertising
• Regular Display Advertising
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These ads appear on the right side of the site and allow brands to target niche audiences
• Sponsored Updates
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Similar to Facebook’s Promoted Post advertising
• Ad Targeting: you can target users based on:
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Location
Industry
Job Function or Job Title
Demographics
Groups
Sources:
LinkedIn: http://press.linkedin.com/about
Google+
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
Sources:
Business Insider: http://www.businessinsider.com/google-plus-is-outpacing-twitter-2013-5
Pinterest
Pinterest Overview
• The photo-sharing site reached 70 million members in June 2013, of which 20 million are
active
• Important social platform for e-commerce sites: users are more engaged on Pinterest than
Facebook
• Highly visual images and interesting videos can go viral
• Use of hashtags and pertinent keywords can increase visibility of visual content
Sources:
Read Write: http://readwrite.com/2013/04/17/social-networking-for-marketers-pinterest-crushes-facebook-infographic#awesm=~oj9cQes48qRSWN
Instagram
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
Sources:
Mashable: http://mashable.com/2013/09/08/instagram-150-million-monthly-active-users/
YouTube
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.
Sources:
YouTube: http://www.youtube.com/yt/press/statistics.html
Vine
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
Sources:
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
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
(https://sync.americanexpress.com/foursquare/Index?AspxAutoDetectCookieSupport=1)
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/