This is an example of my Social Media presentations!

2. Social Media Basics

3. Social Media Basics
Social Media is More than Facebook and Twitter
Social Media is made up of platforms
dedicated to online social interactions, which
are easily accessible and used by millions.
They are a way to create and share content
through the use of online tools and mobile
devices; generating an active dialogue
and/or exchange among its users.

4. Social Media Basics
Searching is so Passé
With more interaction and more
content readily available online than
ever before, Social Media represents a
change in the way we share: every
friend/follower/ contact becomes a
recommendation generator.
Users now not only search for content
(Google, Yahoo, Bing), but have become
used to “stumbling” upon new content
through everyday online interactions.

5. Social Media Basics
The “democratization of
information” has generated
a change in the way users
are influenced.
New interaction
channels, platforms and tools
have created a new kind of
influence on the user and a
whole new system of
information. In this new
system, peers become more
important, and there is an
increased independence
from traditional media and
marketing tactics.

6. Social Media Basics
Facebook, Twitter and
other Social Media
channels connect users
to their peers which
become a key part of
sharing and introducing
others to deals, brands,
offers, etc.
Online, a friend or peer
is more important in the
decision-making
process than
advertising.
Source: Hubspot & EMarketer
http://www.slideshare.net/ParamoreRedd/hub-spot-1002bawesome2bmarketing2bcharts

7. Social Media Basics

8. The importance of Facebook

9. Role of Facebook

10. Role of Facebook

11. Role of Facebook
While originally created for College students and then expanded for High School
students as well, Facebook is no longer something for “kids” anymore.
There is a rapid growth amongst older users. By 2009, the majority of US
Facebook were over 25, with the “older” segments growing quickly.

12. Role of Facebook

13. Role of Facebook
The presence of brands is welcome by most users as part of
their social experience online. They are interested mostly in:
-Deals, offers and
exclusive content.
-Sweepstakes,
contests and the
chance to win
prizes.
-Having a voice as
part of the
consumer base. Source: Roy Morejon & ExactTarget
http://roymorejon.com/12-reasons-why-we-like-brands-on-facebook/

14. Facebook Basics
For
companies, organizations, blo
gs and anything other than a
person, Facebook offers the
chance to create a Page.
The basic difference is Pages
let users “Like” them (previously
known as “becoming a fan”)
instead of friending users. They
can interact with other
content on Facebook, post
updates and basically
everything a user can do.
Even more, they offer Analytics and important
data otherwise not available on personal profiles.

15. Facebook Basics
The key to Facebook’s
success has been the
News Feed. The News
Feed is the sum of all
our friends and “liked”
pages activities.
While controversial at first, Facebook changed the default option from
chronological order (Most Recent), to a system based on “Top” content. This is
measured through a special algorithm that defines what content is more
important to share with each user.
The idea is to show the information that is most relevant and important content
to each user, making them more interested in coming back to stay informed on
the most important activities related to their friends, family and brands/activities
they like on Facebook.

16. Facebook Basics
Even though Facebook has never revealed specifics of their
Algorithm, social media experts have defined the 3 key aspects
that go into “Cracking” the Facebook Feed.
1. TIME: Every Facebook post has a time-
decaying factor. The more recent, the more
added value it has for Facebook.
1. WEIGHT: A value assigned to each post
based on the interaction of all users . More
comments and likes mean higher weight.
2. AFFINITY: This is an independent value that
varies according to the user and its previous
interactions with each page. The more a fan
interacts with it, the more important a page
becomes in the context of its news feed.

17. Facebook Basics
A page’s objective
is to optimize
content for it to be
featured on the
newsfeed as much
as possible.
As a page, not
everything posted
to will be seen by
fans. On
average, every post
a page makes will
only be seen for 10-
15% of it’s fan base.

18. Facebook Basics
Its important to remember that most
of the users will only interact with the
posts they see on their newsfeed.
Compare the tab views all February
to a few popular from the Todo Sobre
Camisetas page:

19. Client examples
WHO: Fans who enjoy soccer fashion
and exclusive “inside” info.
WHAT: New jerseys and related
industry news on sponsorships.
Exclusive sneak peaks for upcoming
jersey designs, footwear, balls and
other gear.
HOW: Drive traffic to blog articles and
help viralize content through peer
recommendations.
OTHER TOOLS: Strong focus on Twitter
and a growing Youtube page. All
three channels are cross-promoted
for a “full TSC experience”.

20. Twitter 101

21. Twitter 101
Twitter is a microblogging tool that allows
users to share bits of information
throught 140 characters or less.
Users can follow others and recieve the
information they share. At the same
time, their followers will recieve their
tweets.
It becomes a way to connect with users
with similar interests and stay updated
on information relevant to your
interests.

22. Twitter 101
Twitter has been described as “the modern
equivalent of word of mouth”. A message -It is simple and
can quickly spread virally and reach a huge quick, allowing
audience through amplification. users to discuss
recent events or
news in real time.
-It becomes an
easy way to
connect with all of
our followers,
whether they are
friends, readers,
clients, consumers,
colleagues, etc.

23. Twitter 101
Share opinions and short
comments, ask for information or
feedback from followers.
(It becomes a useful tool to
measure interest and
discover topics that
resonate with a target
audience.)
Promoting value by sharing links to
articles, pictures or other content.
(Its amplification potential
can create greater
exposure for a brand’s
content and expand its
influence)

24. Twitter 101
While smaller than Facebook in
terms of numbers, brands still
rely heavily on Twitter for their
Social Media presence.
Brands use it as a tool for
promotion and brand
building, corporate
communication,
customer service and
more.

25. Twitter 101

26. Twitter 101

27. Hispanics Online

28. Hispanics Online
“Social media is a natural fit
for Latinos. Latinos, by
nature, are innovators.
Social media allows us to
create, recreate and take
a shot at building
communities around
content that we want,”
said Lance Ríos, president
and founder, Being Latino,
Inc. “Secondarily, Latinos
are very loyal consumers.
But in order to gain their
trust, you have to assure
them that you are
legitimate. Culturally we
tend to be sensitive to
giving personal information
so easily. Once trust is
gained, Latinos will usually
http://finance.yahoo.com/news/hispanics-love-social-media-more-070100200.html open up.”

29. Hispanics who are 18 or older spend an average of 4.5 hours a day in social media
channels. Overall, the 3,349 people who responded to the survey said they spend
2.6 hours in social media during an average day. Blacks reported 4.1 hours per day
and non-Hispanic whites said they spend an average of 2.4 hours per day.
http://voxxi.com/hispa
nics-spend-more-
timesocial-media/
http://www.hispanic
onlinemarketing.co
m/2009/02/the-
multicultural-world-
of-social-media-
marketing/

30. Hispanics Online
http://blog.buysellads.com/2011/05/the-who-why-and-how-of-twitter/

31. Hispanics Online
For Hispanics, the number of engagement tends to be higher,
with a higher average of comments, posting on friends’ walls,
and a larger number of followers.
46% of Hispanics who are actively online are under the age
of 35. Another astonishing fact is that 32% of Hispanics access
the Internet through their smartphones.
http://advertising.aol.com/sites/default/files/content/download/attachment/HispanicCyberStudy-2010.pdf
http://www.mercurymambo.com/2011/02/5-things-you-should-know-about-u-s-hispanics-online/

32. Hispanics Online
In terms of distinguishing English and
Spanish preferred Hispanics, there is
not a unanimity, but different sources
and study tend to reach a similar
conclusion: about half the
population are English preferred,
while the other half splits pretty
evenly in between Spanish
preference and bilinguals.
On Social Media, English-preferred
Hispanics has been the segment that
has grown the most. This is somehow
aligned with the notion that more
acculturated Latinos have driven
Facebook growth.
http://www.mercurymambo.com/2011/02/5-things-you-should-know-about-u-s-hispanics-online/

33. Client Examples

34. Client examples
WHO: Fans who enjoy soccer fashion
and exclusive “inside” info.
WHAT: New jerseys and related
industry news on sponsorships.
Exclusive sneak peaks for upcoming
jersey designs, footwear, balls and
other gear.
HOW: Drive traffic to blog articles and
help viralize content through peer
recommendations.
OTHER TOOLS: Strong focus on Twitter
and a growing Youtube page. All
three channels are cross-promoted
for a “full TSC experience”.

35. Client examples
WHO: Saving-savvy Latino moms.
WHAT: Updated on Family Dollar
deals and discounts. Beauty tips,
Cooking recipes and other extras.
HOW: Sharing coupon and circular
information. Integrating vendors such
as Coca-Cola, Unilever and Colgate
to provide entertaining extra
content.
OTHER TOOLS: Planning, design,
translation and support for all digital
advertising campaign efforts in
Spanish.

36. Client examples
WHO: Hispanic sports fans in the
United States.
WHAT: Promote Tune-in and traffic for
content from www.foxdeportes.com.
HOW: Highlighting FOX Deportes
programming info and TV integration
with their own shows. Sharing links to
drive traffic to their website.
Integration of Advertisers through
special sections.
OTHER TOOLS: Twitter support.
Monthly Facebook competition
analysis. Development of “Fanaticos”
mini-site to serve as a hub of online
activities and advertising integration.

37. Client examples
WHO: Hispanic soccer fans in the
United States.
WHAT: Create brand recognition
and increase sales.
HOW: Sharing new product releases
and special offers. Creating
sweepstakes and giveaways for
branding. Linking TFM and its
products with current soccer news.
OTHER TOOLS: Development, design
and execution of the store’s e-mail
marketing campaigns, website
graphics and banners for affiliate
stores.

38. Defining a Facebook Strategy

39. Facebook Strategy
Once you set up your page
you have a several options.
You can organize
sweepstakes; you can
share links to attract traffic
to your website; you can
engage your fans in simple
conversations; you can
make it a visual showcase
for new products…
The bottom line is Facebook works differently depending on
your objectives. In order to succeed, you must understand
what your goal is to then make sure you know the best way
to do it would be: strategize.

40. Facebook Strategy
- Total Fans + Weekly Fan Growth. (size)
- Post views + Traffic to website. (exposure)
- Likes + Comments + % active Fans (engagement)
- Questions + positive mentions (customer service)

41. Facebook Strategy
Strategies are usually based on two key aspects:
-Reach: Number of
fans, Post impressions,
number of clicks on
specific deals, use of
coupons, etc.
-Affinity: % of
engaged fans,
positive feedback
from users, comments
and likes, creation of
“brand advocates”,
etc.

42. Facebook Strategy
In order to achieve better engagement for individual posts (contributing
to improved weight and affinity scores), some best practice include:
-Short and visually appealing posts.
-Encourage action from fans by either
asking a question or asking them to “Like”
a post if they agree.
-Calls to action perform better
at the end of each post.
Source: Strategies for Effective Facebook Wall Posts (Buddy Media)
http://forms.buddymedia.com/rs/buddymedia/images/Data_Report_1.pdf

43. Facebook Strategy
At the same time, Facebook posts have a “lifespan”. How active and
receptive an audience is will depend on the field and industry. Some
common aspects include:
-Facebook posts posted at the top
of the hour receive the most
comments, posts at the end of the
hour get the least.
-Best times to post on Facebook are
11AM, 3PM, and 8PM for maximum
response.
By the time a post is over an hour
old, it has received 50% of the
interactions it will get.
Source: A Study of Fan Engagement on Facebook Pages (Visibli) http://visibli.com/reports/fbstudy

44. Facebook Strategy
The basic questions to answer before defining a Facebooks strategy are:
-Determine the best quantity of posts to be done each day.
A minimum of 1 daily post and a maximum of 3 posts is recommended in
most cases. Test users reaction and decide on what is best for each specific
page.
-Determine the best times and days to post.
While noon, mid-afternoon and early-night tend to perform better, it is
important to test and determine the best times for each page.
-Determine the type and distribution of content.
A daily link about a deal or a product is a good idea, but polls, albums and
videos are good to offer variety. Determining how often albums or simple
questions will be required and setting specific times to do so will help plan
accordingly and make it easier for an administrator to handle content

45. Thank You!