1.
BRAND
ADVERTISING
and
DIGITAL MARKETING
SOCIAL MEDIA 101
A social media primer.
Last Updated Mar 2nd 2011

2.
WHO IS THIS FOR?
WHERE DID ALL THIS COME FROM?
OK, WHAT IS SOCIAL MEDIA?
A REALITY CHECK
SIMPLE STRATEGIES
SOME TAKEAWAYS

3.
WHO IS THIS FOR?
If you’re an advanced marketer or social media guru, then
you’ll have to wait for our next issue. Nothing here will help
you (we think).
But if this is not you?... read on.

4.
WHO IS THIS FOR?
MAYBE WE CAN HELP
This is for companies, brands, & professionals who:
- Are thinking about and perhaps even dabbling in the social media world
- Are wondering why you should care
- Have really cold feet
- Are skeptical or think all this is going to go away
- Know you need to get “in”, but aren’t sure how

5.
WHERE DID ALL THIS
COME FROM?
Let’s find out the “why” before the “how” - it always seems to
work out much better that way.
In the beginning...

6.
ADVERTISING WAS BORN
to help people become aware of new products or
services we might be interested in.

7.
AND IT WORKED... WELL
This is great of course, unless you consider that in order to get a few
people that might be interested... you’d have to interrupt a lot of
people who aren’t interested at all.

8.
And while really effective for a while, as the years went on it became less so.

9.
THE WAR FOR YOUR ATTENTION
has created a lot of noise out there. So much so, that people have
begun to treat advertising as an interruption.

10.
LACK OF RELEVANCE
+ BADLY
BRANDS BEHAVING
=
FRUSTRATION
(It’s ok, there’s a happy ending coming up...)

11.
ALONG COMES THE INTERNET
Just in time too. People are given a voice... and they use it.

12.
Manufacturers Advertisers People
WE’RE EXPERIENCING A SHIFT IN POWER
( it’s now more about what you say. Rather than what they say. )

13.
WHAT DO WE USE THE INTERNET FOR?
Today people find, connect, share, learn,
work, game, collaborate, endorse, read,
discover, and even behave differently
than they used to.
ALL BY WAY OF: SOCIAL MEDIA

14.
SO, WHY SHOULD YOU CARE?
Great. Yes, social media exists sure. Now, the million
dollar question: What does this mean for you?

15.
FIRST THE BAD NEWS.
Well, it means people don’t hesitate to call out your brand, product, or
service when it says one thing and does another.
NOW, THE UPSIDE :)
If you’re interested in getting closer to your customers, providing a
better experience, getting feedback, and building a loyal community of
followers... social media is here for you.
Yes. There are ups and downs. But let’s get a clear
understanding of what all this is first...

16.
OK, SO WHAT IS SOCIAL MEDIA?
Officially (and as dry as possible)...
A social network (in today’s terms) is a place to share
and create content, interact and develop communities
around similar interests.

17.
WHY SOCIAL MEDIA MATTERS
Every community has come together over
similar interests. Those interests could be
knitting, running, stay-at-home-moms,
and even products or services... maybe
your products or services.

18.
WHY SOCIAL MEDIA MATTERS
(Now here’s the real insight.)
It matters because your audience, customers,
followers, will now come to you...
...and they’re all in one place.

19.
HERE THEY COME!
Ready or not.

20.
STILL NOT SURE?
OK, HERE’S A FEW NUMBERS

21.
Social networking now accounts for
22%
(of all time spent online in the U.S.)

22.
A total of
234 MILLION
people age 13 and older in the U.S. used
mobile devices in December 2009

23.
processed more than
ONE BILLION
tweets in December 2009 (2 years ago!) and
averages almost 40 million tweets per day

24.
Social media users age 65 and older grew
100% IN 2010
so that’s 1 in 4 people in that age group that
are now part of a social networking site.

25.
As of June 2011
750 MILLION
users have an account on Facebook.

26.
THAT’S A LOT OF PEOPLE
interacting with brands. The conversation is happening whether you
are a part of it or not.
So, let’s do something about it yes?

27.
GETTING STARTED
Time to get to work! Sort of. Before you jump in, here
are a few things to think about.
01. DEFINE YOUR GOALS
02. ASKING “WHY” not “WHAT”
03. MEASURE & ADJUST

28.
GETTING STARTED
WHAT YOU’LL NEED
Things to think about before jumping in.
01. DEFINE YOUR GOALS 02. ASK “WHY” not “WHAT” 03. MEASURE & ADJUST
(what are you trying to achieve?) (using the right tool for the job) (change happens; prepare for it )
Your may want to improve your Just because Facebook is big and Sticking to your guns is great,
customer service or reduce Google + is new, it doesn’t mean most of the time. With social
traditional advertising costs. it’s right for what you’re trying to media things change. You may
Whatever it is, it’s always better do. Using the appropriate channel start out by providing customer
to be intentional. or tool is important. service then find your following
wants something different.

29.
GETTING STARTED
THE TOOLKIT
A few things we have to work with.
FACEBOOK TWITTER YOUTUBE GOOGLE+ BLOGGING
Facebook is a “social Twitter is a really It’s a place to upload, Google has just Blogging is a web-
network” in the truest efficient way for share, and watch announced a new based self-publishing
sense. It is a network people to share video. It works, social network that is platform. Anyone can
of people that you information publicly. It well... just like that. competing with start a blog for cheap
“allow”. It’s a news works by someone You can create your Facebook. In many or free. Most blogs are
feed of your social life, writing 140 characters very own branded ways it’s very similar editorial in nature and
and as diverse or or less and posting it channel. You can also though, Google grants tend to be more
private as you want it for the world to see. build a list of a few big changes. article-based - a
to be. There are a lot Find your advocates, favourites, and send While still very new all contrast from the
of personal then energize them to friends. signs point to Google + Twitter or Facebook
endorsements with the content they as being a “big deal”. status update formats.
happening on crave. They will
Facebook. spread it.
Of course this is a simple list. There is something for everyone
out there... and all the tools to measure as well.

30.
GETTING STARTED
A FEW SIMPLE USES
A few opportunities.
WHAT IF I COULD...
Provide better
Increase donations customer service Advertise more
Recruit top talent efficiently
Build awareness
Get better
research Get product Build loyalty Manage customer
feedback... fast experiences
Create buzz
Promote my Experiment
event
Manage our brand
Build a community
Get closer to Create brand awareness
my customers

31.
SOME TAKEAWAYS
- The world is changed. Advertising alone is not as effective as it once was.
- People have moved online, and congregate in social networks.
- Conversations are happening about your brand, whether you are there or not.
- People have self-sorted into like-minded groups, making communication cheaper, faster, and easier.
- Define your goals before jumping in.
- Ask “why” before “what”.
- Measure and then adjust based on what you find.

32.
Hi, we’re Think Shift
We’re an Ad Agency (sort of). We take your business, your brand, and your bottom
line, and make them work together. We’re here to help you understand, get excited
about, and realize all the potential you’ve got in this new landscape.
To learn about, work with, or talk to us give us a call: (204) 989.4323
www.thinkshiftinc.com