Social media is always changing, which sometimes makes it hard to implement successfully. In this presentation we give a basic understanding of what's happening in the social media world and what this means for businesses. We also take a look at what brands are doing social right and how you can start planning your social strategy.

1. Boosting Your Business With Social Media
October, 2015

2. What’s in here?
1. What is social media?
2. Key platforms and their impacts
3. Leveraging social media for your business
4. Brands doing it right
5. Getting ready to start your own social media campaign

3. What is Social Media?
Definition
Key Terms
Why Care?
User behaviour statistics

4. Social media is the means of interacting with friends and networks
online - creating and sharing content, and participating in
conversations on websites and apps.
… but it’s also a fancy way of describing the zillions of conversations that
people are having online 24/7 and around the world.
DEFINITION

5. SOCIAL LINGO
ENGAGEMENT
HASHTAG (#)
COMMUNITY
SOCIAL
STRATEGY
CONTENT
the interaction between people and brands on social→
word or phrase preceded by a pound sign (#), used
to identify specific messages
outlines the whys, whats, hows, whens, wheres,
whos of social media activity
includes text, photos, videos, blogs, surveys,
podcasts, ebooks, interviews...
→
→
→
→
a social network of individuals with common
interests who use the Internet to communicate

6. SOCIAL LINGO
PLATFORM
ALGORITHM
TRAFFIC
USERS
TRANSPARENCY
universal term used to describe the websites or apps
individuals utilize to communicate online
→
→
→
→
→
the set of rules or circumstances that define usage
in a social platform
the people visiting a certain website or app
specific people interacting with a specific website
or app
the ability to show you online community your
true colours (culture, values, history)

7. WHY CARE? KEY STATS
In 2015 Instagram grew by 50% and is now bigger than Twitter
Facebook now has 1.44 billion active monthly users, most of which
are between 16 and 34 years old.
There are over 500 million tweets tweeted per day
Every second, 2 new people sign up on LinkedIn and engagement has
increased by 200% in the past year
… your audience is on social. Tapping into the right platforms is a sure way
to contribute to the success and growth in all areas of your business.

8. WHY CARE? - AUDIENCE VOLUME & TIME SPENT ON AVERAGE PER MONTH
Facebook Instagram Twitter LinkedIn
1.44B 400M 316M 380M
6.8h 4.2h 3.1h 4.9h

9. Key Platforms
1. Facebook - social sharing hub for multi-faceted content
2. Instagram - single-purpose app where visuals are the focus
3. Twitter - an information network made up of micro-blogging
4. LinkedIn - business oriented platform for professionals to connect

10. Facebook
Social sharing hub for multi-faceted content

11. What You Should Know:
1. Facebook is the largest social media platform with over 1.44 billion active users
2. People use the platform to connect with friends, family, brands & organizations
3. The platform supports multi-faceted content like pictures, videos, blogs
4. It supports businesses by allowing them to do things like boost important posts,
connect with words and pictures, target posts, schedule posts

12. Demographics & User Characteristics:
14 million Canadians login to Facebook daily
25 - 34 year olds account for the largest age demographic at 29.7%
53% FEMALE, 47% MALE
50% of people between 18 and 24 visit Facebook upon waking up

13. Instagram
Social sharing platform where visuals are the focus

14. What You Should Know:
1. Instagram allows visuals to take the stage and users to engage directly with a brand
2. It’s a single purpose-app where only photos and 15-second videos can be posted
3. Allows organizations to tell their story and establish their brand
4. Has been identified as one of the most critical platforms for brands to leverage
5. Has the highest engagement out of all social platforms with an average 4.21%
engagement rate per user.

15. Demographics & User Characteristics:
90% of users are under the age of 35
60% FEMALE, 40% MALE
Instagram trumps most other social platforms in user engagement: 30B photos shared,
70M daily photos shared, 2.5B daily photo likes
Over half of users access Instagram from a smartphone
Interactions on the platform peak between 8:00 - 9:00pm

16. Twitter
An information network made up of micro-blogging

17. What You Should Know:
1. Twitter is a microblogging platform broadcasting short messages as a way to
share relevant information and engage in conversations
2. Posts are called tweets and are capped at 140 characters
3. It is designed to easily engage users and start conversations by tweeting,
retweeting, replying, favouriting
4. 80% of Twitter users access the platform through a mobile device

18. Demographics & User Characteristics:
15-19 = 31%
20-24 = 35%
25-29 = 15%
30-34 = 7%
35-39 = 4%
40+ = 8%
40% Female
60% Male
Used by the younger market
80% of users are on mobile

19. LinkedIn
Business oriented platform for professionals to connect

20. What You Should Know:
1. LinkedIn is a professional social networking platform where users and companies
can connect directly
2. Allows companies to connect with the right candidates for job openings, generate
leads, share company content, participate in relevant conversations
3. The mood changes on LinkedIn, shifting to a professional tone

21. Demographics
Used by an older market
18-29 = 15%
30-49 = 27%
50-64 = 24%
65+ = 13%
56% Female
44% Male
41% of users are on mobile
60% of users earn $75k +
Under-utilized for campaigns
Demographics & User Characteristics:
18-29 = 15%
30-49 = 27%
50-64 = 24%
65+ = 13%
56% Female
44% Male
41% of users are on mobile
60% of users earn $75k +
Under utilized for campaigns

22. Leveraging social media...
When is it relevant?
Types of Social Media campaigns

23. 1. When you’ve got a message to share with a large audience
2. When you’re looking to join an existing conversation
3. When your content is relevant enough to create it’s own
community
WHEN IS IT RELEVANT?

24. Awareness
TYPES OF CAMPAIGNS
Pushing information to an audience
Focusing on posting updates
Using existing or relatively new
content
Manageable with part-time efforts
Engaging in existing conversations
Starting new conversations that
engage current and new followers
Creating new content
Manageable with full-time efforts
Engagement
VS

25. Brands Doing
Social Right

26. BARKBOX - FACEBOOK
Using a cross-platform approach
BarkBox is a monthly goodie-box company for dog owners
The company uses Facebook as a hub to drive users to their blog, website, and other social platforms
Posts are original and use engaging content (like blogs, pictures, videos, articles) to captivate their
followers
They directly engage with their audience through Facebook
Through Facebook BarkBox is able to communicate their brand, support their business objectives, and
grow their audience

27. BARKBOX ON FACEBOOK

28. gopro - Instagram
Making it all about their audience
Took a nontraditional approach and made their Instagram all about their audience vs their brand
They use Instagram to tell stories instead of pitching their product
Their account shows (not tells) how their cameras can capture amazing experiences
95% of their posts are actually pictures that come from their followers
Maximize their presence by giving shout-outs, using relevant hashtags to participate in specific
conversations, and directing followers to where they want them to go

29. GOPRO ON INSTAGRAM

30. Coca-Cola - Twitter
Using Twitter to boost their “Share a Coke” campaign
#cokemyname = spin-off from the Share a Coke campaign, which was aimed at promoting the brand
and maximizing their online presence
Audience can tweet to the brand then get interesting facts about their name that are potentially aired
on a digital billboard in Times Square, NYC
Brings together the brand and the audience by converging digital, social, and physical worlds
Allows consumers to directly engage with the brand on a personal level

31. COCA-COLA’S #COKEMYNAME ON TWITTER

32. Forbes - LinkedIn
Creating an ecosystem for their entire brand
On LinkedIn, Forbes makes their presence about helping their audience grow their career
They post shareable content that includes resources, job opportunities, and articles
Their posts are curated to start conversations and they participate in these conversations, which has
allowed them to build a reputation of being a thought-leader
Forbes’ LinkedIn account drives their audience to their other online platforms and website

33. FORBES ON LINKEDIN

34. Ready, Set...

35. You have a campaign you want to launch, now what?
Now it’s time to determine the value of your campaign
LAUNCHING YOUR SOCIAL MEDIA CAMPAIGN

37. GO!

38. Questions?
Email: info@factore.ca