Social Media 101

1. Social Media 101

2. Account Planning and Research
Brand strategy, planning and consultation, qualitative and quantitative primary research,
secondary research, target market identification, consumer insights, brand assessment, brand
tracking, operational assessment and trend watching.
Creative and Design Services
Creative execution includes TV, radio, print, outdoor, brand identity, website creation, design
services, brand evaluation and visual audit, environmental design, graphic and interactive
communications, direct mail, direct response and email marketing.
Interactive Services
Site mapping, navigation, user interface/visual design, content development, intranet/extranet
design, web analytics and experimental web environments.
Social Media Services
Strategy and planning, management and monitoring, measurement, campaign/contest
development and execution, social media advertising planning and buying.
Traditional and Emerging Media
Broadcast, print, outdoor, online, iTV, mobile marketing, wireless, digital POS/kiosks, in-store
design, POP, in-transit entertainment, media planning, media buying and search engine
marketing.
PUSH SERVICES

4. Importance of Social Media

6. Social Media Basics

7. SOCIAL MEDIA | WHAT IS SOCIAL MEDIA?
Social Media is:
• Conversational

8. SOCIAL MEDIA | WHAT IS SOCIAL MEDIA?
Social Media is:
• Collaborative

9. SOCIAL MEDIA | WHAT IS SOCIAL MEDIA?
Social Media is:
• User-focused

10. SOCIAL MEDIA | WHAT IS SOCIAL MEDIA?
Social Media is:
• Constantly evolving

11. SOCIAL MEDIA | WHAT IS SOCIAL MEDIA?
Social Media is not:
• A marketing strategy
• A megaphone
• All about you

12. SOCIAL MEDIA | WHY USE SOCIAL MEDIA?
Why use social media on behalf of a brand/company?
• People are already talking about you
• Every business should engage in conversation with customers
• Can be implemented with limited financial resources
• Can return measurable results and ROI
• Employees are already using social media, maybe even on your behalf,
without your oversight or knowledge

13. SOCIAL MEDIA | WHY USE SOCIAL MEDIA?
Social media can help you:
• Reach new customers
• Build stronger relationships and loyalty with your existing
customers
• Respond quickly in the event of a crisis
• Communicate marketing messages, in a way that is integrated
within your existing marketing channels

14. Social Media Channel Overview

15. Facebook

16. SOCIAL MEDIA | FACEBOOK
U.S. Demographics

17. SOCIAL MEDIA | FACEBOOK
Best Practices
• Add links to grow your fan base (website, email signature, etc.).
• Get organized. Create a calendar for messaging and stick to it.
• If you don’t think the post is interesting, don’t post it.
• Create a reason and value
for users to want to “like”
your brand’s page.
• Respond to user interactions
as quickly as you can.

18. Twitter

19. SOCIAL MEDIA | TWITTER
U.S. Demographics

20. SOCIAL MEDIA | TWITTER
Best Practices
• Use website shorteners, such as bit.ly, to track how many people click the
link.
• Use hashtags to connect keywords to gain new traffic to page.
• Keep it short — Tweets under 100 characters receive 17 percent more
engagement
• Post in as real-time as possible, responding as quickly as possible to
brand mention tweets.

21. Instagram

22. SOCIAL MEDIA | INSTAGRAM
U.S. Demographics

23. SOCIAL MEDIA | INSTAGRAM
Best Practices
• Tell an interesting brand story through your image and captions.
• Engage with your followers. Comment, follow back and like pictures.
• Don’t post a photo just because you have one.
• Get creative.

24. Pinterest

25. SOCIAL MEDIA | PINTEREST

26. SOCIAL MEDIA | PINTEREST
Best Practices
• Make sure it’s a brand page, not a personal page.
• http://business.pinterest.com
• Link brand photos to your website.
• Pin other people’s content to build a wider following.

27. Foursquare

28. SOCIAL MEDIA | FOURSQUARE

29. SOCIAL MEDIA | FOURSQUARE
Best Practices
• Create your brand’s page on Foursquare
• http://business.foursquare.com/
brands
• Post local updates for customers who
previously checked in to view
• Apply a special offer for your customers
when they check in to your company

30. Online Review Sites

31. SOCIAL MEDIA | ONLINE REVIEW SITES
About TripAdvisor
• Travel review community
• Listings, forums, maps, pictures
• Largest online travel resources
• SEO friendly
About Yelp
• Venue review community
• Listings, maps, pictures, ratings
• Over 60 million registered users

32. SOCIAL MEDIA | ONLINE REVIEW SITES
About Urbanspoon
• Online restaurant guide
• Shows listings, pictures, reviews
About Google Places for Business
• Business review community
• Shows listings, reviews, maps,
pictures
• AdWords Express makes it easy to
create an ad for your audience

33. SOCIAL MEDIA | ONLINE REVIEW SITES
Best Practices
• Claim your brand on applicable review sites so you can interact with
guests who leave reviews about your business.
• Monitor review sites regularly and respond publicly and privately as
needed.
• Don’t fight with a reviewer, get defensive
or take things personally.

34. HR and Social Media

35. SOCIAL MEDIA | HUMAN RESOURCES RECRUITMENT
• LinkedIn Groups
• Find new talent
• More generic and formal
• Google+ Groups
• Find new talent
• More specific and informal
• Speak like you would to
someone on the phone — act
like a “real” person.
HR can use social media for: Recruitment

36. SOCIAL MEDIA | HUMAN RESOURCES AND SOCIAL MEDIA
HR can use social media for: Employee Communication and Morale
• Facebook Groups
• Many levels of privacy control, including invite only
• Communicate info quickly to employees
• Share files and forms
• Receive feedback, concerns, questions

37. SOCIAL MEDIA | HUMAN RESOURCES AND SOCIAL MEDIA
HR can use social media for: Crisis / Unacceptable Behavior Management
• Monitor social media platforms like Twitter and Instagram, so you:
• Are alerted of the situation
• Have proof of its occurrence
• Can gather info to find the employee in violation

38. SOCIAL MEDIA | HUMAN RESOURCES AND SOCIAL MEDIA
Unacceptable Behavior Examples:

39. SOCIAL MEDIA | HUMAN RESOURCES AND SOCIAL MEDIA
Crisis Example:

40. Social Media Policies

41. SOCIAL MEDIA | SOCIAL MEDIA POLICY
Social Media Policy
• Every company needs to have one
• Employees need to understand what is, and is not, acceptable to post
• Protects your brand’s and your employees’ reputations

42. SOCIAL MEDIA | SOCIAL MEDIA POLICY
Best Practices
• Be responsible and be clear on what is acceptable to post
• Hold employees accountable for violations
• Update the policy as needed, as new platforms or topics surface
• Include examples of what CAN be shared — without violating the policy

43. Key Takeaways

44. SOCIAL MEDIA | KEY TAKEAWAYS
General Social Media Takeaways
• Pick the social media platforms that best fit your company and target
audience.
• Be active and align your social media tactics with other marketing
initiatives.
• Monitoring and responding on social media are vital to success.
• Don’t post something, just to post something.
• Create a calendar for each platform and stick to it.

45. SOCIAL MEDIA | KEY TAKEAWAYS
Social Media for HR Takeaways
• Monitoring social media for crisis situations is necessary for every brand.
• Develop a policy, distribute and enforce it.
• Communicate what is acceptable, as well as what is not.

46. Thank you.
Mark Unger
Partner & Design Director
social@pushhere.com