This is an abbreviated version of my social media session from this year's Sleek Marketing University in Boston. In addition to the strategy mapping & platform guides shown here, case studies and real-world applications were discussed. While this session was a one-off, you can catch a more in-depth social media strategy class with me at General Assembly in Boston's Fort Point! This presentation was given on May 14, 2015.

1. SOCIAL MEDIA
STRATEGY MAPPING
Steph Parker, Sleek Marketing University
May 14, 2015 1-3pm @ General Assembly, Boston

2. INTRODUCTIONS
I’m Steph.
•Digital Strategy, Allen & Gerritsen
•Instructor, General Assembly
•Get ready for lots of movie references.

3. SLEEK MARKETING UNIVERSITY – MAY 14, 2015
Social media is what makes your brand’s marketing
ecosystem come alive. It’s more than just a way to
advertise; it’s a place to start conversations, forge
relationships, tell stories, and get details about your
audience the way you would with a new friend at a party.

4. ONE SIZE DOES NOT FIT ALL.

5. SLEEK MARKETING UNIVERSITY – MAY 14, 2015
The strategy part is a lot like dating. You find a potential
match. Flirt with them. Listen to them. Learn about
them. Get them to like you. Discover what makes them
tick. Try new things with them. And, when something
goes wrong, look at how to make it better.

6. POSITIONING
WHO ARE YOU & HOW DO YOU WANT TO BE SEEN?

7. AUDIENCE
WHO ARE YOU TALKING TO? WHO AREN’T YOU?

8. RELATIONSHIP
WHERE’S YOUR COMMON GROUND?

9. COMPETITION
WHO MATTERS TO YOUR BOTTOM LINE…

10. COMPETITION
…AND WHO COULD STEAL THE SHOW?

11. GOALS
WHAT DO YOU WANT TO ACCOMPLISH?

12. APPROACH
HOW DOES YOUR STRATEGY COME ALIVE?

13. EVALUATION
HOW’D YOU DO? HOW CAN YOU DO BETTER?

14. SERIOUSLY.
YOU CAN’T DO SOCIAL
WITHOUT MEASUREMENT.
SLEEK MARKETING UNIVERSITY - MAY 14, 2015

15. DON’T GIVE UP WHEN THIS HAPPENS. (AND IT INEVITABLY WILL.)
SLEEK MARKETING UNIVERSITY - MAY 14, 2015

16. A INTRO TO PICKING THE
RIGHT PLATFORMS
SLEEK MARKETING UNIVERSITY – MAY 14, 2015
(aka lots of text on slides)

17. NO MATTER THE PLATFORM, REMEMBER THE USER.

19. FACEBOOK.
Source: Facebook
‣ 936 million daily active users = everyone (but even
then, sometimes it doesn’t make sense to be here)
‣ More than half a million mobile daily users
‣ Global audience reach
‣ Robust organic & paid media targeting
‣ Strong paid media placement options
‣ 25-34 age group is the majority at 20.5%, but growth
has leveled
SLEEK MARKETING UNIVERSITY - MAY 14, 2015

20. TWITTER.
Source: Twitter, Pew Internet Research, AdWeek
‣ Almost 300 million monthly active users
‣ Wide variety of audience interests
‣ Global reach
‣ 78% of users access via mobile
‣ Flexible paid targeting
‣ Audience skews slightly younger; 44% of users are
under 35
SLEEK MARKETING UNIVERSITY - MAY 14, 2015

21. LINKEDIN.
Source: LinkedIn, Quantcast
‣ Talent & recruiting; small business & entrepreneur
audiences comprise the majority
‣ 45% access via mobile (and the mobile experience is
nicer!)
‣ Global reach
‣ More than 100 million U.S. users
‣ Majority of users are male; between 25-64
SLEEK MARKETING UNIVERSITY - MAY 14, 2015

22. INSTAGRAM.
Source: Instagram, Pew Internet Research
‣ 200 million international users
‣ Global reach
‣ Obviously, a visual mobile platform
‣ Can’t post links in posts
‣ Design, food, fashion, and travel-based content
captivate large amounts of engagement
‣ Video limited to 15 seconds, highly underutilized
feature
‣ Don’t forget - it’s owned by Facebook
SLEEK MARKETING UNIVERSITY - MAY 14, 2015

23. PINTEREST.
Source: Mashable, Social Media Today
‣ Almost 80% of the users in the United States are
female
‣ Naturally, the platform has become highly gendered
to focus on cooking, home decorating, DIY projects,
and fashion & beauty
‣ Pinning products that lead directly to a purchase
page = measurable ROI
SLEEK MARKETING UNIVERSITY - MAY 14, 2015

24. YOUTUBE.
Source: YouTube, Pew Internet Research
‣ The leader in social video
‣ Humor + thought-provoking + artistically beautiful
content = some of the most successful
‣ More than 1 billion unique monthly users, with 2/3
under the age of 35
‣ Men tend to view content about video games &
practical jokes; women tend to view beauty tutorials
& pop culture pieces
‣ Mobile represents about 40% of a user’s time on the
site
SLEEK MARKETING UNIVERSITY - MAY 14, 2015

25. GOOGLE+.
Source: Mashable, Social Media Today
‣ Great for Hangouts, not so great for anything else
‣ No consistent proven impact on SEO/search
‣ 343 million monthly users*
‣ Users tend to skew male, a bit younger, more tech
& news focused
SLEEK MARKETING UNIVERSITY - MAY 14, 2015

26. VINE
Source: AllTwitter
‣ Mobile-only 6-second looping video platform
‣ Most active users are between 18-20 and are female
(57%)
‣ A platform to watch as video expands to a projected
55% of all online content by 2016
‣ Don’t forget - it’s owned by Twitter
‣ And, 1 in 5 tweets contains a link to Vine
SLEEK MARKETING UNIVERSITY - MAY 14, 2015

27. TUMBLR
Source: Mashable, Agile Impact
‣ Functions as both a social network & an easy-to-use
CMS - much easier than Wordpress (but to that end,
more limited)
‣ 66% of users are under the age of 35(!), making this
not just Millennials, but Gen Z (scary)
‣ Most popular content focuses on daily life, selfies,
GIFs, and… porn.
‣ Owned by Yahoo!
SLEEK MARKETING UNIVERSITY - MAY 14, 2015

28. SNAPCHAT
Source AdWeek
‣ The “disappearing message” app, popular with
Millennials to an extent, but rampant with Gen Z
‣ 40% of 18-year olds use it more than 1x per day
‣ Innovative explorations allow users to pay each
other through the app
‣ Mobile-only interface
SLEEK MARKETING UNIVERSITY - MAY 14, 2015

29. Keep your eyes on Periscope (and Meerkat, maybe).
MOBILE LIVESTREAMING - ON THE UP & UP.
SLEEK MARKETING UNIVERSITY - MAY 14, 2015

30. DON’T FORGET ABOUT YOUR
OWNED PROPERTIES.
SLEEK MARKETING UNIVERSITY - MAY 14, 2015

31. DO WHAT’S RIGHT FOR
YOUR BUSINESS.
SLEEK MARKETING UNIVERSITY - MAY 14, 2015

32. LET’S REVIEW.

33. ANY QUESTIONS?
‣ Body Level One
‣ Body Level Two
‣ Body Level Three
‣ Body Level Four
‣ Body Level Five
‣ Body Level One
‣ Body Level Two
‣ Body Level Three
‣ Body Level Four
‣ Body Level Five
STEPH PARKER
‣ @stephparker
‣ stephparker.me