Do not use Raw\DNG photos as they contain no Exif information.
Using the free software ICE mentioned in the tutorial video works OK but not great. I use PanoramaStudio 2 Pro, not free but works as advertised.
When taking your photos use the grid lines option in camera settings. This helps line up your next shot. Remember you need over lap for best results.
When taking your photos think about a clock, start at 12 oclock and work your way around taking 8 over lapping photos at 90°
Then adjust your camera down to 45° (there is a indicator that shows your angle) and take another 8 photos in the same spots you did at 90°.
You then have to take two photos looking straight down but opposite each other.
So now you have 18 photos to import into your panorama program of choice.
When you have your 360 pano saved don't forget to go into the properties of the photo and make the camera changes as instructed in the video tutorial.
Additional meta info for the image properties:
Ricoh Theta S
Once you are finished following the the tutorial video you can upload your photo to facebook or to Kuula.com