Social Media

Instructor
Course Structure 
Course Structure
Module 1 Module 5
• Introduction • Case Studies
• What is Social Media? • Create Campaign
• Concepts
• Engagement

Module 2 Module 6
• Trend Jacking • Platforms
• Crisis Management • Facebook Business | Instagram Post |
• Trend Post | Crisis Case Tweetdeck

Module 3 Module 7
• Social Media Roles • Tools
• Methodology • Resources
• Project | Situation Analysis | Chatbot | • Hootsuite | HS Campaigns
Story | Photo

Module 4 Module 8
• Anatomy of a Post • Reports and Analytics
• Content Marketing • Quiz
• Hashtags • Report Template
• Topics | Editorial Calendar
2008 2010
 What is 
Social Media?
Give me your 
money!
Advertising 
platform?
Branding
First
Branding is not a Ceci n’est pas une brand!
logo…
Second
Branding is not an
identity…
Finally
Branding is not a
product…
Amazon
Apple
McDonalds
Dasani
Disney
Ford
General Electric
Google
Hitachi
IKEA
Mini-Cooper
Nissan
Pepsi
Reebok
Samsung
Virgin Megastores
Branding is a person’s FEELING about a product, service, or
organization for which people believe there's no substitute..

It’s not what YOU say it is…

It’s what THEY say it is…

When your ARE NOT AROUND!

How to build a brand?
 OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
1 – Be Different OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
2 ‐ Focus
Sender Message Receiver
3 ‐ Listening
4 ‐ Authenticity
 I’m a great brand
I’m a great brand
I’m a great brand I’m a great brand It’s a great brand

Marketing Advertising Public Relations

I understand you’re a great brand

Branding
Re‐defining the Concepts
Engagement
More Fans?
Evaluating your 
Social Media 
Engagement
2.5% 2.2% 2.0%
Who will engage 1

Who are Interested 10

100
Who get to view

Total Fans 10,000

 Rod Strother
Director at Lenovo’sDigital and 
Social Center of Excellence
It’s all about being you…
but not about YOU!
 https://twitter.com/FCOJohnCasson/status/903591385001058305 https://twitter.com/FCOJohnCasson/status/903607545708892160

British Amb in Egypt 
@FCOJohnCasson

https://twitter.com/FCOJohnCasson/status/920679657757986817

* http://adigitalboom.com/creative-twitter-account-british-ambassador/
B2B B2C

H2H
 https://twitter.com/CIA/status/474971393852182528

https://twitter.com/wikileaks/status/475121451511844864

Human 
to
Human
https://twitter.com/POTUS/status/600324682190053376

https://twitter.com/POTUS/status/600407380279566336

* http://adigitalboom.com/learn-how-to-win-like-obama-social-media/
It’s not just on 
your platforms
 What we
do

Culture of
Purpose

Why we Our
do it Goals

+
Purpose Driven 
Engagement = Alignment

Culture of
Oppurtunity Involvement
Engagement

Empowerment
 Don’t try to 
please everyone
Content
By publishing the right content  
in the right place
At the right time…
Your content becomes relevant and helpful
to your customers, not interruptive...
Thus generating maximum engagement.
There’s no need to create
when you can innovate
 “Good artists
COPY…
Pablo Picasso
Great artists
(1881‐1973) STEAL!”

* http://webdesign.tutsplus.com/articles/concept-and-inspiration-design-theory-for-web-designers--webdesign-2025
2012 - Austin Kleon at TEDxKC - Steal Like An Artist

https://youtu.be/oww7oB9rjgw
Audience
Methodology
Process / Workflow
One size fits all?
 Problem

Analytical Emotional
Logical Chaotic
Numerical Visual
Verbal Imaginative

For most brands… strategy is separated from creativity by a wide gap

Trends
 1. Video
2. The death of organic reach
3. Protect your brand
4. Chatbots
2018 Trends 5. Advocacy Marketing – “Employees”
6. The rise of the “Show”
7. Influencer marketing
8. Real-time marketing
  YouTube RED
 Facebook Watch

Evolution to 
match TV
Thanks!