The document provides an analysis of the main social media tools and platforms for digital marketing. It discusses a framework for social media consisting of the four areas of social media proposed by Tuten and Solomon: community social, social publishing, social entertainment, and social commerce. For each area, popular platforms are examined, including their characteristics and how companies can utilize them. Strategies for engagement and content creation on platforms like Facebook, Twitter, LinkedIn, Instagram, Pinterest, and Yelp are also outlined.

1. SOCIAL MEDIA
MARKETING
Lorenzo Mariani
June, 2020
A N A N A L Y S I S O F T H E M A I N T O O L S A N D P L A T F O R M S
F O R D I G I T A L M A R K E T I N G
From : "Social Media Marketing" , P.Kotler, S.Hollensen, M.O.Opresnik, Hoepli, 2019

2. DISCUSSION POINTS
-A framework for social media
-The four areas of Tuten and Solomon
1) Community social
- Facebook
- Twitter
- LinkedIn
2) Social Publishing
- Instagram
- Pinterest
- Slideshare
3) Social Entertainment
- Twitch
4) Social Commerce
- Yelp

3. Social media marketing is about using social networks and other tools to
guide prospects (potential customers) through a sequence of steps,
called funnels, and convince them to take the desired action.
Social media, which uses mobile and web-based technologies to share,
create, edit user-generated content, has radically transformed the
marketing communication model, moving from a vertical type, ranging
from marketer to customers, to a horizontal type, which provides
feedback from consumers and therefore a direct interaction with the
marketer.
Social media, as you will see later, are many: how can a company
choose which are the most functional for its funnel?
The company must first know the potential customers, the goals it
intends to achieve, and the metrics in which it should measure them
A FRAMEWORK FOR
SOCIAL MEDIA
WHATS "SOCIAL MEDIA MARKETING"?

4. THE FOUR AREAS OF TUTEN AND SOLOMON
It includes platforms focusing on social
relationships. Social communities are
characterized by two-way, multi-
directional communication, and sharing
experiences and resources.
COMMUNITY SOCIAL
This type of platform encourages the
dissemination of content to a certain audience.
They include blogs and microsharing sites,
which differ from the former only by the limit
on the length of content that users post.
SOCIAL PUBLISHING
It includes all social platforms useful for
consumer assistance in the purchase and
online sale of products and services. It is
proposed as a subset of ecommerce, the
practice of buying and selling products from
the Internet
SOCIAL COMMERCE
It includes platforms that offer gaming
and entertainment opportunities, such as
social games, console games, gaming
sites, and entertainment communities.
SOCIAL ENTERTAINMENT
The social tools and platforms are organized around the four social media areas of Tuten and Solomon (2015), a
model that allows you to focus on the main functions of each platform

5. COMMUNITY SOCIAL

6. COMMUNITY SOCIAL:
MASTERING THE ART OF SELLING PRESENTATION
Launched in February 2004, Facebook became the world's most popular social networking
site in 2017 based on the number of active accounts (1,590 monthly active users). When
using Facebook, the line between business and personal use is reflected in the organization
in profiles, pages, and groups.
Profiles are intended to share information and content for
individual users
The groups are intended to enable a subset of individuals to interact with
each other and share information. Groups can also be private (groups for
company employees), closed, with content accessible only to members, and
open, with content that anyone can access and a free membership.
Pages are designed for business use, with many of the features of a user
profile and with the possibility to host spaces for public messaging, events,
photos, and custom applications.

7. HOW TO SET UP A BUSINESS PAGE ON
The goal of a
page could be to
increase brand
awareness, create
a contact list, or
converge traffic
to a company
website.
You can promote a
page by adding
widgets to websites,
insert ads and write
blog posts . It's also
possible to use other
social networks to
direct traffic to the
Facebook page
Loyalty forms
depends on the goal
of the page, and may
include instant replies
to posts or surveys
and personalized
messages.
It may also be useful
to appoint multiple
administrators on the
page.
Decide what type
of content to use
(photos, posts,
updates, events,
and links)
The conversion
consists, for
example, of
providing
coupons, special
events, discounts
or other
incentives
FIND OUT THE GOAL
OF THE PAGE
DEFINE THE
CONTENT STRATEGY
PROMOTE THE PAGE USER LOYALTY
CONVERT FANS INTO
LONG-TERM CUSTOMERS

8. NEW CONTENT
It is important to upload photos, videos, previews
and information about the launch of new products
and upcoming events.
EVENTS
It is important to give information about the launch
of new products, promotions and events in stores
QUESTIONS
It is useful to encourage customers to provide
feedback and opinions about new products
HOW TO ENCOURAGE THE DEVELOPMENT OF A COMMUNITY ON
STORIES AND VIDEOS
Stories and videos are a good way to increase
interest in the page by sharing articles, successes,
or positive experiences from other customers
Companies should use their pages to build a relationship with consumers, posting to stimulate online community
activity.
What might be some tips for developing an online community?

9. COMMUNITY SOCIAL:
Twitter is a platform that is part of microblogging, a particular form of blogging that places a limit on the size
of individual posts. Founded in 2006, Twitter has gained popularity thanks to the ability for users to write and
interact with each other with messages, called tweets, limited to 280 characters.
Many companies now decide to create their own presence on Twitter, using the platform to promote blog
posts, keep followers up to date with important links and news, and to announce offers and events.
WHICH ARE THE MAIN BUILDING BLOCKS OF TWITTER?
AVATARACCOUNT
CV AND BIOGRAPHYTWEET
RETWEET
HASHTAG

10. COMMUNITY SOCIAL:
LinkedIn was founded in 2002 and is mainly used for professional networking; It is very effective in expanding
a company's business and attracting new consumers and customers.
With the option of segmentation by region and other criteria it is possible to reach a highly specific target of
key decision makers within the individual sectors.
While Facebook focuses on the connections between friends and family, LinkedIn is primarily aimed at the
business world, offering a space where resumes, references and professional networking can appear.
One of the main features of Linkedin is the ability to add references, positive reports about other users you
have worked with.
MASTERING THE ART OF SELLING PRESENTATION
WHAT ARE THE CHARACTERISTICS OF A LINKEDIN PROFILE?
PROFILE
List of current and past jobs
Training course, typically
focused on university studies
A profile photo, usually in
professional clothes
Links to your blogs or website

11. SOCIAL PUBLISHING

12. SOCIAL PUBLISHING:
Instagram is an application that allows users to share photos and videos both privately and
publicly. Brands have found in Instagram's growth a unique opportunity to engage their fans,
thanks to widespread image sharing and community creation among users around the world.
Despite the potential that this app allows to be high, the success of brands on Instagram is not
immediate and is not limited to the publication of interesting images; it is the result of a well-
defined brand identity based on creativity and visual and effective management of
stakeholders.
MASTERING THE ART OF SELLING PRESENTATION
INSTAGRAM IN NUMBERS
Posts shared every day: 95 million
(September 2019)
Only 1% of the world's users (both
men and women) say they are 65
years old)
Active users using Instagram Stories daily,
worldwide: 400 million (June 2019)
Daily active users worldwide: 500
million (September 2019)

13. HOW TO SET UP A BUSINESS PAGE ON
Depending on the
market sector, the
Instagram
strategy can have
goals ranging
from increasing
brand awareness
to illustrating
products and
services
FIND OUT THE GOAL
OF THE PAGE
It is necessary to
establish a frequency
of publication of
posts. It is also
recommended to
prepare content such
as photos, videos and
captions in advance,
but while remaining
flexible to seize
opportunities that
can be presented
even when
unscheduled
It is necessary to
have a consistent
approach when it
comes to elements
such as visual
representations
(logo, graphics),
filters and creative
tools, captions and
hashtags
To create
compelling and
consistent
content, it's
recommended to
follow a theme
line of content
based on the
page's goals.
For proper
community
management, it
is recommended
to optimize
biography and
links, manage
comments and
direct messages,
and monitor
hashtags and
location tags
DEFINE THE
CONTENT STRATEGY
SET A CONTENT
CALENDARY
CREATE A CONSISTENT
STYLE MANUAL
FUELING ENGAGEMENT

14. SOCIAL PUBLISHING:
Pinterest is a web and mobile application company founded in 2010.
Although it's impossible not to mention the first industry giant posts like Facebook, Instagram and Twitter to
date when it comes to social networks, Pinterest has recently taken a remarkable step forward among
marketers.
WHY PINTEREST?
250 million users looking for information,
advice and inspiration
67% of Pinterest users are under 40
According to research by Analogy (analogy.com),
83% of users prefer to follow their favourite brand
over their favourite celebrity
Pinterest claimed to generate about 5% of referral
traffic for all websites (preceded only by Facebook)

15. STUDY PINTEREST CATEGORIES
ADD CALL TO ACTION TO DESCRIPTIONS
ACTIVELY FOLLOW THE MOST POPULAR BOARDS
HOW TO HOW TO INCREASE YOUR VISIBILITY ON
To get noticed on Pinterest, pins are the most important thing.
How do you create eye-catching pins and increase engagement on Pinterest?
It is important to understand which categories are best suited for
your business. After that, it is recommended to index all boards
created to facilitate users in discovering your content
You can learn a lot by looking at the different types
of pins and boards, and the level of engagement
they create
"Sign up now" can be an example of a call to action to
entice users to take the desired action
You can share tutorials to teach users something new or
post infographics, much appreciated by the Pinterest
community
CREATE COMPELLING CONTENT

16. SOCIAL PUBLISHING:
Slideshare is a media sharing site on which users can upload files privately or publicly to PowerPoint, Pdf,
Keynote, and OpenDocument formats.
Purchased by Linkedin in 2012, the platform also offers the opportunity to evaluate comment and share the
content created and, with over 18 million content, is one of the 100 most visited sites in the world
WHY SLIDESHARE?
To get new mailing lists
To increase the number of followers
To generate traffic
To have a better ranking on Google

17. SHARE YOUR PRESENTION ON YOUR BLOG
It is useful to increase the number of views
of your presentation
ADD AN URL
It is recommended to insert a proper call to action in
the last slide, asking for example
users to follow you on Linkedin or other platforms
CREATE A COMPELLING FIRST PAGE
The goal is to entice the user to click on
your presentation
SHARE YOUR PRESENTATION ON OTHER PL
ATFORMS
It is recommended to share your content on pl
atforms such as Facebook, Twitter, Google +
and Linkedin
HOW TO INCREASE REACH ON

18. SOCIAL ENTERTAINMENT

19. SOCIAL ENTERTAINMENT:
Twitch.tv is a livestreaming platform owned by Amazon.com.Launched in 2011, the site allows video game stream
ing, and is the industry leader in broadcasting eSports events and competitions.
Twitch has now become a place of conversations that brands cannot ad should not ignore, making it essential to
understand the community and platform dynamics to get the attention of viewers and streamers.
106 minutes of viewing per person per
day
80 million installationson smartphones
and tablets.
MASTERING THE ART OF SELLING PRESENTATION
TWITCH IN NUMBERS
15 million viewers per day
2.2 million streamers per month

20. SOCIAL COMMERCE

21. SOCIAL COMMERCE:
Yelp is the largest directory of local reviews on the web. It allows people to search for local businesses
based on customer ratings and reviews, including a wide range of manufacturing sectors, including food,
beuty and spa, health and medicine, and home services.
Yelp can be useful for connecting with customers and prospects in your area

22. HOW TO START A PRESENCE ON:
The first step is to
request a busines
s page on Yelp, in
order to upload ph
otos, add links to t
he website and ma
ke special offers
REQUEST A PAGE ON
YELP
Reading reviews he
lps you understand
what your compan
y's customers want
and think. Negativ
e reviews are helpf
ul feedback to impr
ove your business p
rocess
Use the "Yelp
Offers" to offer
your customers
a discount at a
business locatio
n.
The information
must include the
business name,
phone number, a
ddress, and ope
ning hours.
By posting Yelp b
adges on your sit
e,
you'll let your cus
tomers know that
you're on Yelp
encouraging
then reviews
CHECK CHECK
INFORMATION ABOUT
YOUR BUSINESS
READ AND RESPOND TO
CUSTOMER REVIEWS
MAKE SPECIAL OFFERS
USE YELP'S BADGE
AND STICKER

23. Questions? Let me know!
Lorenzo Mariani - Master's student at IULM
University in Communication for International
Relations (MICRI)
CHECK OUT MY LINKEDIN PAGE:
https://www.linkedin.com/in/lorenzomariani1995/
THANK YOU FOR YOUR
ATTENTION!