New to Social Media? Confused about which platforms you should be on or how to connect with your Target Market? Watch our slideshow as we take you through several well-known social media networks, giving you an overview of each, as well as demographics and how to get the most out of each platform. We also (briefly) talk about Content Marketing and how to create a content calendar. This slideshow premiered at Pacific New Media, University of Hawaii on September 19, 2015

1. Link to this deck on SlideShare will be emailed to you
Introduction to Social Media - Sept 2015
Shelley Simpson
Small & Mighty Marketing
Vice President
Social Media Club Hawaii
(#SMCHI)
@shelleysimpson7
smallandmightymarketing.com
Amanda Tompkins
Activ808
President Social Media Club
Hawaii (#SMCHI)
@smilestompkins
activ808.com

2. Who Are You?
1. Name
2. Organization/business
3. Level of social media understanding
(small, medium or large)
4. Favorite restaurant in Honolulu
We want to make this presentation relevant to you

3. Understand...
1. What Social Media is
2. What the most popular social platforms are
3. Who’s using each platform
4. Which platforms are the best for your business
Objectives
Raise your hand at any time with a question or comment

4. Social networks
are dynamic.
They ebb, flow,
morph and
disappear
(only to
reappear)

5. Data Never Sleeps

6. What IS Social Media?
Social Media
Online communication channels dedicated to community-based input, interaction, content-sharing and
collaboration.
Examples: Websites and apps dedicated to forums, microblogging, social networking , social bookmarking,
social curation, and wikis.
Platforms
The environments which enable social media.
Examples: Facebook, Twitter, Instagram, Blogger, YouTube, Periscope, Linked In
Engagement
Any interaction on a digital platform.
Examples: Clicks, comments, “sharing” a post
Hashtag
#preceding a word or phrase. Helps with search, context and saves space
Social media dictionary

7. Why Social Media?
● Social media helps you reach your target audiences more effectively.
● It actually helps you find new customers and expand your audience
● You can receive feedback from your customers
● Use it to monitor and get ahead of your competitors
● Increase web traffic and search engine optimization (SEO)
● Create meaningful relationships with customers
What’s the BIG Deal?

8. ● Customer Service
● Humanizes Your Brand. People like doing
business with people, not companies.
● Better Search Engine Ranking
● More Opportunities to Convert Customers
What’s the BIG Deal?
How Can It Help Your Business?

9. *August 2015: Facebook has a billion users in a single day, says Mark Zuckerberg,
http://www.bbc.com/news/world-us-canada-34082393
Facebook is THE most
popular social network
worldwide
Over 1 Billion users a day
Users are looking for:
● Customer Service
● Community Engagement
● Organization/Business Legitimacy
Platform
Demographics

10. Best Times to Post
Best Kinds of Posts
Insights>Posts
Videos, pictures, links to website, information,

11. *August 2015: Facebook has a billion users in a single day, says Mark Zuckerberg,
http://www.bbc.com/news/world-us-canada-34082393
Over 300 million users,
“IG” has overtaken Facebook &
Twitter as the network with the
largest population of younger
users.
Users are looking for:
● Compelling/unique images
● Popular hashtags
● ???
Platform
Demographics

13. ● 316 Million users/month
● 500 Million tweets/day
● 80% users on mobile
Users are looking for:
● Instant info/access
● Engagement
● “Behind the Scenes”
Platform
Demographics

14. 140 Characters = Forced to get to the point
quickly, paring the facts down to their core
essence.
Live feed = particularly effective for events,
breaking news, entertainment and anything
happening in real time.
Full of “interesting people” that you can access at
any time - no following or friending necessary
Good for tracking trends - If something is going
viral, it’s getting shared on Twitter (#hashtags)
One of the quickest and easiest ways to contact a
company to get instant customer service.
You can do a lot with 140 characters

15. Users are looking for:
● “How To” Videos
● Video “answers” to
questions
● News
● Cat Videos
Platform
Demographics
● YouTube reaches more 18-34 US citizens,
than any cable network
● 20% of users get their news from YouTube
(1 out of 5)
● 7 out of 10 users come from outside the US
YouTube is the 2nd largest Search Engine (behind Google)

16. ● Over 400 Million
snaps are shared
each day
Users are looking for:
● Compelling images
● Popular hashtags
● ?
Platform Demographics

17. Users are looking for:
● Expertise on business topics
● Networking-How am I connected to You?
● Jobs
● Leads
Platform
Demographics
● Largest professional network with
over 380 million users
● 2 new members per second
● One of the richest library of answers
to common job/interview/resume
questions.

18. Users are looking for:
● Solutions - parties, diy, how to
● Inspiration: “My future wedding,” “My
future house.”
● Compelling images: locations,
dresses, designs, architecture
● Millennials want to “share their
interests/lifestyle with others.”
Platform
Demographics
● 100 Million users (as of Thursday)
● 1 Billion “Boards” created, 50
Billion “pins”
● Most engaged retail brand:
Nordstrom

19. Users are looking for:
● Directions, hours, menus, contact info
● Insight: should I try this place? Is it worth the drive?
● Options
● Inside tips on when to go, what to order, etc...
Platform
Demographics
● Average of 142 Million unique
visitors/month
● 37% of reviewers are 35-54 yrs old
● 26, 380 reviews posted PER MINUTE
● Most reviews are written on Monday
● Top 5 food items searched for on Yelp:
Sushi, pizza, ice cream, pho, taco
Don’t be afraid of Yelp

20. Why use it…
● SEO
● Integration w/Google Maps, puts your business, literally, on the map
● Google Hangouts stay live
Platform
Demographics
Google LOVES Google
540 Million users

21. Social Media Game
with doughnuts!

22. They’ve gotten us all addicted and accustomed
to getting engagement for free, that we now
have to pay for the same “high.”
Facebook is now a “pay to play” platform.
Individuals & companies have to invest money
for people to see posts.
Free posts = Shown only to approx 5-10% of
your followers
FB has pulled the “Drug Dealer,” trick:
“First One’s Free”
Example of a $10 “boosted post”
James Girard Bodyworks, Feb 4th
Example of a Facebook Ad

23. Feminist Tinder
Eden in Love
● App/mobile only. You can see IG on a desktop,
but you can’t post.
● Similar to Twitter: People have handles and you
can choose to follow them or not
● Millennials use IG more than FB
● #Hashtags are very important
● IG photos are “geo tagged.” Location is encoded
into every photo when uploaded. Can search for
photos uploaded in your area.
● Only recently been given the ability to “schedule”
posts

24. Pinterest
A digital scrapbook, a social bookmarking site and a visual
search engine.
● Pinners buy: With every image linked back to the original website, it is
a powerful driver of referral traffic
● Industries that do well: photographers, restaurants, (food porn), retail,
[add one more?]
● Highly sharable
Example: Shelley’s Pinterest Boards Example: Greatist
Pinterest: Very pretty, highly addictive

25. 1. What platform is your target market active on?
2. Is that platform a right “fit” for you? Can it meet your unique needs of
your marketing, social, and customer care teams?
Which Platform is Right for You?
Not everyone cares about your business. Only your “TRIBE” does

26. In-Bound Content
Traditional marketing and advertising is telling the world you’
re a rock star.
Content Marketing is showing the world that you are one.
Formal Definition: Creating and distributing relevant and valuable content to attract, acquire, and engage a clearly
defined target audience – with the objective of driving profitable customer action.
Less Formal Definition: A marketing process to attract and retain customers by consistently creating and curating content
in order to change or enhance a consumer behavior.

27. Examples of: In-Bound Content
Create content your target market is searching for. Drive
them to your website. Wow them with your expertise.
Example: Search terms: “Lesbian Dating Steps to Dating”
http://littlegaybook.com/lesbian-dating-6-steps-start-dating-again-breakup/
Example: Search terms: “What is an Onliness Statement?”
http://smallandmightymarketing.com/blog/onliness-statement

28. Examples of: In-Bound Content
Pinterest: http://www.pinterest.com/woodysimpson
Facebook: CV Construction Hawaii
https://www.facebook.com/pages/CV-Construction-
LLC/163136660407357

29. Strategy….

30. Content Calendar

31. Content Calendar

32. Pew Research Center: Social Media Study (January 2015)
http://www.pewinternet.
org/files/2015/01/PI_SocialMediaUpdate20144.pdf
Sprout Social: Social Media Demographics for Marketers
http://sproutsocial.com/insights/new-social-media-
demographics/
CodeFuel: Social Media Demographics, 2014 and 2015
http://www.codefuel.com/blog/social-media-demographics-for-
2014-and-2015/
By the numbers: 60+ Interesting Pinterest Pin & Board
Statistics
http://expandedramblings.com/index.php/pinterest-pin-and-
board-statistics/
Entrepreneur Magazine: Topic: Pinterest
http://www.entrepreneur.com/topic/pinterest
Sources/Resources
7 Reasons Why You Should Be Using Twitter
http://www.makeuseof.com/tag/7-reasons-why-you-should-be-
using-twitter/
Pinterest Hits 100 Million Users
http://fortune.com/2015/09/17/pinterest-hits-100-million-users/
Cheers to 10 years of Yelp!
http://officialblog.yelp.com/2014/08/cheers-to-10-years-of-yelp-.
html
Let’s Talk About Why Your Brand Should be Active on Google+
http://sproutsocial.com/insights/why-your-brand-active-google/
How to Use LInkedIn for Business
http://cdn2.hubspot.net/hub/53/file-13204711-pdf/docs/linkedin.
for.business.pdf
For further reading...