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 | brynn@synergyjax.com | 386.341.3178
2014
Guide
to
the

Social
Media

Landscape

Presented
by:
Brynn
Titone

SynergyJax.com

brynn@SynergyJax.com

386.341.3178

@CAinJax

Overview

• 
What
is
social
media

• 
Important
Terms
and
DeﬁniNons

• 
List
of
Top
Networks
and
PlaSorms

• 
Helpful
Tools
:
Google
Alerts

• 
2014
Web
and
Social
Trends

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

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).

Important
Terms
and
Defini@ons

Microblogging

Short
message
posNngs
from
a
social
media

account
such
as
Twièr,
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
Twièr

at
a
given
moment.

Handle

A
handle
is
a
pseudonym
used
by
a
user
in
place
of

the
users
same.
For
example,
my
Twièr
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.

What
are
the
Major
Social
Networks?

Facebook

TwiJer

Instagram

LinkedIn

Google+

Pinterest

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
twièr
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

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)

*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

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)

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

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

Twièr
since
2013

•
Like
Facebook,
brand
loyalty
is
fierce
on
Twièr;

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

•
Twièr
is
incredibly
useful
for
brand
affinity

research.

•
AddiNonally,
Twièr
can
help
you
gain
insight

when
it
comes
to
compeNNon

•
Beyond
the
research
capability
of
Facebook,

Twièr
allows
you
to
find
informaNon
by

geographic
regions,
interests,
popular

conversaNon
topics,
and
much
more.

Business
Stats
(cont.)

•
Most
large
brands
use
Twièr
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

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

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)

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.

Appendix

•
Facebook:
Business
Tips
for
Field
MarkeUng

•
Helpful
Tools:
Google
Alerts
Guide

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

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?

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?

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?

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

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

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

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
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