SlideShare a Scribd company logo
Need to 
Know 
Most established social 
channel; broad reach 
in US & global. Very 
advanced targeting; 
paid ads necessary. 
Very well established 
w/ strong ad products 
& potential for wide 
reach, though 
audience is more niche 
social platform cheat sheet * Updated Aug 2014 
Owned by Google. 
2nd most popular 
search engine. 6 billion 
hours of video 
watched per month. 
Owned by Facebook. 
Very high engagement 
rates relative to other 
channels. All mobile. 
Paid ads in beta. 
Massive growth in last 3 
years. Created a new 
design language that 
many have emulated. 
Huge mobile usage. 
Started by a high 
school dropout; now 
owned by Yahoo. 
Blogging platform for 
the creative set. 
Owned by Twitter. 
Launched the short-form 
video craze. Very 
influencer driven. 
Nearly all mobile. 
Questionable value as 
a “social network” but 
not irrelevant. Mostly 
used to bolster SEO. 
who’s 
on it 
MAU 1.07 Billion 271 Million 1 Billion 200 Million 540 Million 
how 
people 
use it 
how 
brands 
use it 
content 
TYPES 
what it 
can help 
achieve 
major 
kpi’s 
Everyone. 
However, teens are using 
it less, and differently 
(more for networking) 
A fairly wide audience, 
with pops in: 
Tech, Marketing, 
African American, 
Entertainment, Politics 
Everyone - Especially 
millennials, teens & 
young men. 
Millennial parents, 
millennials, teens, and 
early adopters. 
Audience is getting 
more mainstream. 
Mostly US, mostly 
women 25-54. 
Starting to get more 
popular amongst men 
and internationally. 
Teens and Millennials. 
Popular amongst the 
fashion, art, 
entertainment & 
creative set. 
Early adopters, 
millennials and teens. 
Hardcore content 
creators. 
Large international 
audience + tech early 
adopters. Also has 
implications for whole 
Google ecosystem - so 
basically everyone. 
Go-to social network for 
many demos. Browsing 
the feed; keeping up with 
friends; sharing news/ 
photos; sharing & 
discovering content; 
planning events. Also 
used for customer 
service. 
Many are spectators 
rather than active 
participants, discovering 
content, articles & news. 
Others use it for 1:1 
engagement with friends, 
peers, celebrities & 
brands. Lots of customer 
service inquiries. 
Watching videos, 
uploading videos, 
following video creators 
(now celebrities in their 
own right). 
Showcasing their lives in 
unique, artsy, or 
adorable ways. Lots of 
selfies. Getting inspired 
by what others are 
sharing, including friends, 
brands & influencers. 
Discovering new things & 
products; getting inspired; 
planning their lives. 
Notable: Wedding & party 
planning; Saving recipes; 
Curating style, looks, 
home decor, etc; 
Vacation planning 
Curating & creating 
content that provides a 
window into their 
personalities, interests, etc. 
Riffing on pop culture, 
trends, humor, etc. 
Following others who 
inspire them. 
Consuming & sometimes 
creating fun, interesting 
6-second videos. 
Following influential 
content creators. 
Often used for 
promoting one’s 
personal businesses or 
career. 
Occasionally following 
brand content. 
Publish high quality visual 
content, often an 
extension of brand 
campaigns. Elicit 
engagement from fans & 
non-fans. Can do very 
robust demo & interest 
targeting. 
Real-time participation in 
cultural events. Publish 
high quality visual & text 
based content. Ask 
questions & have 1:1 
conversation with 
consumers & influencers. 
Host Twitter chats & 
parties. Respond to 
customer service inquiries. 
Distribute TV 
commercials and other 
video content, and 
create unique web-based 
video content. 
Leverage influencers to 
create video content. 
Paid media - pre-roll, 
banners, in-video, etc. 
Publish high quality visual 
content & engage with 
fans. Leverage 
influencers to create 
branded visual content. 
Integrate Pinterest button 
on website & optimize 
web content for 
Pinterest. Utilize Pinterest 
API in unique 
applications. Maintain 
Pinterest profile & curate 
relevant content. 
Maintain branded Tumblr 
page & curate 
experience through 
reblogs & original 
content. Engage with 
Tumblr influencers. Some 
convergence with Yahoo 
advertising. 
Creating 6-second 
videos - one-off’s or, 
increasingly, whole 
storylines in 6-sec 
episodes. Leverage 
influencers to create 
brand content. 
SEO 
Less commonly used as 
a content distribution 
channel, and when it 
is, it’s used mainly by 
publishers or tech 
brands. 
Awareness 
Brand Equity 
Purchase Intent 
Trial (Mainly Entertainment) 
Traffic (for Publishers) 
Reach New Audiences 
Awareness 
Brand Equity 
Purchase Intent 
Trial (Mainly Entertainment) 
Traffic (for Publishers) 
Reach New Audiences 
Awareness 
Brand Equity 
Purchase Intent 
Trial (Mainly Entertainment) 
Reach New Audiences 
Brand Equity 
Purchase Intent 
Brand Engagement 
Brand Equity 
Brand Engagement 
Traffic 
Sales 
Brand Equity 
Traffic 
Brand Equity 
Brand Engagement 
Text-based content. 
Can include visuals, 
videos & links back to 
brand website. 
Traffic 
Search Optimization 
Strong visuals (print 
quality) with less than 20% 
of image made up of 
copy (rule for paid ads) 
140 character limit 
Text based, image 
content, & GIF’s 
Short & long form video 
Strong visuals - artistically 
created, specific look & 
feel with “filters” 
Also, 15-second videos 
Strong visuals - best if 
linked back to (& pulled 
from) brand website. 
Unique vertical dimensions 
Visual / image based 
content & GIF’s 
6-second videos 
Shares, Comments, Likes 
Impressions, Video Views 
CTR, CPE, CPF 
Retweets, @replies, 
Favorites, Followers 
Impressions, CTR, CPF 
Hashtag use 
Video views 
Video completion rate 
Comments, Likes 
Likes, Comments, 
Hashtag use, 
Impressions (on paid) 
Repins, Clicks, Comments Reblogs, Notes 
Revines, Comments, 
Loops (# of times video is 
played) 
Clicks, Comments, +1’s 
Est. 70 Million Registered 
Est. 30 Million MAU 
Est. 43 Million 40 Million 
Paid Media Yes - Robust Yes - Robust Yes - Robust In Beta In Beta Yes - Basic No Yes - Thru Google 
Thursday, August 21, 14

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  • 1. Need to Know Most established social channel; broad reach in US & global. Very advanced targeting; paid ads necessary. Very well established w/ strong ad products & potential for wide reach, though audience is more niche social platform cheat sheet * Updated Aug 2014 Owned by Google. 2nd most popular search engine. 6 billion hours of video watched per month. Owned by Facebook. Very high engagement rates relative to other channels. All mobile. Paid ads in beta. Massive growth in last 3 years. Created a new design language that many have emulated. Huge mobile usage. Started by a high school dropout; now owned by Yahoo. Blogging platform for the creative set. Owned by Twitter. Launched the short-form video craze. Very influencer driven. Nearly all mobile. Questionable value as a “social network” but not irrelevant. Mostly used to bolster SEO. who’s on it MAU 1.07 Billion 271 Million 1 Billion 200 Million 540 Million how people use it how brands use it content TYPES what it can help achieve major kpi’s Everyone. However, teens are using it less, and differently (more for networking) A fairly wide audience, with pops in: Tech, Marketing, African American, Entertainment, Politics Everyone - Especially millennials, teens & young men. Millennial parents, millennials, teens, and early adopters. Audience is getting more mainstream. Mostly US, mostly women 25-54. Starting to get more popular amongst men and internationally. Teens and Millennials. Popular amongst the fashion, art, entertainment & creative set. Early adopters, millennials and teens. Hardcore content creators. Large international audience + tech early adopters. Also has implications for whole Google ecosystem - so basically everyone. Go-to social network for many demos. Browsing the feed; keeping up with friends; sharing news/ photos; sharing & discovering content; planning events. Also used for customer service. Many are spectators rather than active participants, discovering content, articles & news. Others use it for 1:1 engagement with friends, peers, celebrities & brands. Lots of customer service inquiries. Watching videos, uploading videos, following video creators (now celebrities in their own right). Showcasing their lives in unique, artsy, or adorable ways. Lots of selfies. Getting inspired by what others are sharing, including friends, brands & influencers. Discovering new things & products; getting inspired; planning their lives. Notable: Wedding & party planning; Saving recipes; Curating style, looks, home decor, etc; Vacation planning Curating & creating content that provides a window into their personalities, interests, etc. Riffing on pop culture, trends, humor, etc. Following others who inspire them. Consuming & sometimes creating fun, interesting 6-second videos. Following influential content creators. Often used for promoting one’s personal businesses or career. Occasionally following brand content. Publish high quality visual content, often an extension of brand campaigns. Elicit engagement from fans & non-fans. Can do very robust demo & interest targeting. Real-time participation in cultural events. Publish high quality visual & text based content. Ask questions & have 1:1 conversation with consumers & influencers. Host Twitter chats & parties. Respond to customer service inquiries. Distribute TV commercials and other video content, and create unique web-based video content. Leverage influencers to create video content. Paid media - pre-roll, banners, in-video, etc. Publish high quality visual content & engage with fans. Leverage influencers to create branded visual content. Integrate Pinterest button on website & optimize web content for Pinterest. Utilize Pinterest API in unique applications. Maintain Pinterest profile & curate relevant content. Maintain branded Tumblr page & curate experience through reblogs & original content. Engage with Tumblr influencers. Some convergence with Yahoo advertising. Creating 6-second videos - one-off’s or, increasingly, whole storylines in 6-sec episodes. Leverage influencers to create brand content. SEO Less commonly used as a content distribution channel, and when it is, it’s used mainly by publishers or tech brands. Awareness Brand Equity Purchase Intent Trial (Mainly Entertainment) Traffic (for Publishers) Reach New Audiences Awareness Brand Equity Purchase Intent Trial (Mainly Entertainment) Traffic (for Publishers) Reach New Audiences Awareness Brand Equity Purchase Intent Trial (Mainly Entertainment) Reach New Audiences Brand Equity Purchase Intent Brand Engagement Brand Equity Brand Engagement Traffic Sales Brand Equity Traffic Brand Equity Brand Engagement Text-based content. Can include visuals, videos & links back to brand website. Traffic Search Optimization Strong visuals (print quality) with less than 20% of image made up of copy (rule for paid ads) 140 character limit Text based, image content, & GIF’s Short & long form video Strong visuals - artistically created, specific look & feel with “filters” Also, 15-second videos Strong visuals - best if linked back to (& pulled from) brand website. Unique vertical dimensions Visual / image based content & GIF’s 6-second videos Shares, Comments, Likes Impressions, Video Views CTR, CPE, CPF Retweets, @replies, Favorites, Followers Impressions, CTR, CPF Hashtag use Video views Video completion rate Comments, Likes Likes, Comments, Hashtag use, Impressions (on paid) Repins, Clicks, Comments Reblogs, Notes Revines, Comments, Loops (# of times video is played) Clicks, Comments, +1’s Est. 70 Million Registered Est. 30 Million MAU Est. 43 Million 40 Million Paid Media Yes - Robust Yes - Robust Yes - Robust In Beta In Beta Yes - Basic No Yes - Thru Google Thursday, August 21, 14
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