Social media marketing fundamentals

transcript

Social Media Marketing

Soumen Chatterjee

Session 1

Inbound Marketing: Concept and Strategy

Marketing

MARKETING Getting Products Off The Shelf

SALES Getting Products On The Shelf

Outbound Marketing

Pushing out content to people

Through TV ads, billboards, push-based emails, telephone calls

No way to target and measure effectiveness

Outbound Marketing

91% of email users have unsubscribed from a company email they previously opted into

84% of 25-34 year olds have left a favorite website because of intrusive or irrelevant advertising

86% people skip television ads 44% of direct mail is never opened 200 m Americans have registered on

DNC list

Inbound Marketing

“Earn your way. Do not buy, beg or bug your

way in”

- David Meerman Scott

Inbound Marketing

Pioneered by Brian Halligan, founder of HubSpot

Based on the principles of creating content and aligning it with customers’ interests

Creating great content and sharing it with people who need it

Inbound Marketing - Strategy Four parts of the strategy:

1. Attract 2. Convert3. Close 4. Delight

Inbound Marketing - Attract

Inbound Marketing - Attract Blogging- Creating great content that

speaks to people and answers their questions Social Media- Engage with prospects, and

put a human face on your brand. Interact on the networks where your ideal buyers spend their time.

Keywords- To appear prominently in SERP by carefully picking keywords, optimizing pages and create content

Pages- Optimize your website to appeal to and speak with your ideal buyers.

Blogs & Bloggers

World’s Top Blogs www.huffingtonpost.com www.buzzfeed.com www.theverge.com

Top Bloggers Richard Branson, Jeff Bullas, Amit

Agarwal, Amitabha Bachchan, Rashmi Bansal, Gautam Ghosh

Facebook Pages

Sachin Tendulkar – 11 million likes Justin Bieber – 57 million likes Harry Potter – over 66 million likes Coca-Cola – over 73 million likes Youtube – 76 million likes Rihanna – 79 million likes

Inbound Marketing - Convert

Inbound Marketing - ConvertCalls-to-Action- Buttons or links that

encourage visitors to take action, which can generate leads

Landing Pages- A call-to-action button takes to a landing page where the offer in the call-to-action is fulfilled

Forms- In order for visitors to become leads, they must fill out a form and submit their information. Keep it easy and simple! Sales team can use this information for conversations

Contacts- Keep track of all your leads

Call-To-Action

Inbound Marketing - Close

Inbound Marketing - CloseLead Scoring- Keep track of sales-

readiness of your leadsEmail- Build trust through a series of

emails focused on useful, relevant content and help them become more ready to buy.

Inbound Marketing - Delight

Inbound Marketing - Delight Smart Content- These present different

users with offers that change based on buyer persona and lifecycle stage.

Social Media- Using various social platforms to provide real-time customer service.

Email and Marketing Automation - Providing your existing customers with remarkable content , as well as introduce new products and features that might be of interest to them

Inbound vs. Outbound

Session 2

Inbound Marketing Tools: Blogs, Podcasts, Video, eBooks, eNewsletters, Whitepapers, Webinars, SEO, SMM, Content Marketing

Discussion or Info Sites

Posts in reverse chronological order

Multi Author Blogs

The rise of micro-blogging

Great Corporate Blogs

Since 2006

30 Member Team

Personal Bios

Video, Podcasts and Posts

Easily shareable

Podcast

A type of Digital Media with an episodic series of video, audio, PDF, etc.

Check out www.theverge.com for the best podcasts by categories

Webinars

Seminars on the web Provides live webcast Provides a window for live chatting –

questions can be typed alongside which can be taken up later

Particularly useful when the value of information is enhanced by live presentation, say by a dynamic speaker or to audience who are aware about the product

http://www.webex.com/webinars/

SEO or Search Engine Optimization is a combination of strategies and techniques to attract traffic to websites

Keywords Back links

Session 3

Inbound Marketing: The Five Stage Process

Five Stage Process

1. Attract Traffic

2. Convert Visitors to Leads

3. Convert Leads to Sales

4. Turn customers to repeat higher margin customers - Loyal

5. Analyze for continuing improvement

Attract Traffic

Create Optimize

Promote

Create

Website

Content Landing Pages Whitepapers Videos Social Media Accounts

Optimize

Visibility through SEO

Easily shareable through SMO

A/B Testing of the website

Promote

Campaigns Social Media PPC Email

Convert Visitors to Leads

Advanced Content

Convert Leads to Sales

Joint Marketing and Sales Effort

Strategically written lead nurturing emails

Properly timed warm calling

Shorten sales cycle

Making Customers Loyal

Which content produces the best results?

Best Time in Funnel to deliver content

Multiple-channel delivery

Analyze

What works?

What could be improved?

Session 4

Personal branding and Technology, Benefits of Networking

A brand is a set of mental associations, held by the consumer, which add to the perceived value of a product or service (Keller, 1998)

These associations should be: Unique (exclusivity) Strong (saliency) Positive (desirable)

Types of Brand

Product Brand

Corporate Brand

Personal Brand

Personal Brand Characteristics of a Personal Brand

Knowledge / Skills / Abilities Consistency Uniqueness Likable Memorable

Personal Brand

…because people like to deal with people they: Know Like Trust

Why Personal Branding? Add skills Showcase skills Build the right network Make Your Own Career Path

Who wants to know more about you? Potential business partners Potential employers

Because ‘Network is your Networth’

Benefits of SMM/Branding for a Business

How To Do Personal Branding? Position yourself as a Trustworthy

Expert Trustworthy: recommendations and

network Expert: range and depth of work

Professional Networking Sites LinkedIn – around 200 million users Viadeo – around 55 million XING – around 14 million Wisestep.com, Hall.com etc.

Session 5

Five Fundamental Principles of Networking

Networking Attitude

Create win/win situations for long term relationships

Give more than you get without focusing on what you will get in return

Proactive vs. Reactive

Regular activity is very crucial in your networks for ‘brand recall’

The Golden Triangle If you don’t share with

other people, they won’t keep doing things for you

If you don’t ask, you get the feeling that you are being used. Besides, if you don’t ask, you don’t give others the chance to help you

If you don’t thank others for the help they gave or the time they spent with you, the satisfaction of being connected with you, will slowly fade away

The Second Degree Connection You never know who your

connections know!

The second degree is far bigger than your immediate one Can bring in more opportunities Can bring in diverse opportunities

Open www.linkedIn.com

Quality and Diversity

Quality scores over Quantity in your Network 100 strong and relevant connections

could be more important than 10,000

Diverse people add variety and enrichment to your network – your goals are varied and can also change from time to time

Know, Like & Trust

Given 2 people with same skill level, you would prefer dealing with one you like more

Given 2 people you like the same, you would prefer someone you trust more

Session 6

LinkedIn and Its benefits

LinkedIn Largest Online Professional Network

256 Million Registered Users

20 Languages

91 Million in USA, 23 Million in India

Founded by Reid Hoffman with team members from PayPal; current CEO Jeff Weiner

LinkedIn User Base in India

LinkedIn As A Powerful Tool

Experience

Network

LinkedIn Search

People Jobs Companies Groups Universities

Benefit How LinkedIn?Identifying the right people

Finding their Profile via search or browse

LinkedIn Benefits & How

Benefit How LinkedIn?Discovering Information about

Reading their Profile before a Meeting

Benefit How Linkedin?Maintain Relationships Personal Messages,

Sharing Ideas-Discussing and Answering Questions

Benefits How LinkedIn?

Recommendations Ask for Recommendations (and return the favor)

Benefit How Linkedin?Receiving Introductions or Referrals

Via Introductions and Profile Share

Benefits How LinkedIn Helps?Discovering Relationships

Via Connections in Profile

Benefits How LinkedIn?Visibility

Personal Branding

Online Reputation

Your Profile on LinkedIn

Search Engines like Google

Contributions to Answers and Discussions

Benefit How LinkedIn Helps?Word of Mouth Publicity Receiving

Recommendations

People talking about you in Discussions

Mention You as an Expert in Answers

Benefit How does LinkedIn help with this?

Getting Notifications when someone changes jobs

Via Network Updates

Benefits How does LinkedIn help with this?

Picking up trends in the marketplace

Discussions in Groups

Benefits How does LinkedIn help in this?

Make yourself be perceived as an expert

Contribution in Discussion and Answers

Benefits How does Linkedin help in this?

Finding the Groups and organizations to be members of, both online and offline, which are right for you

Contribution to Discussions and Answers

Via Group Search

Via Profiles of People in your Network

Session 7 & 8

Building a great LinkedIn Profile

How to construct a great Professional Headline

Building Your LinkedIn Profile Please open www.linkedin.com Work on your profile to make it an

‘All-Star’ profile on LinkedIn

LinkedIn Profile vs. Resume

Narrative of Sorts – Remember ‘Like’?

Emphasize Experience – Remember ‘Know’?

Credibility – Remember ‘Trust’?

Unique Individual – Remember ‘Personal Brand’ ?

Profile Types on LinkedIn

There are four Profile types. Let’s see them on LinkedIn:

1. Generic

2. Recruiters

3. Job Seekers

4. Sales Professionals

LinkedIn Network Needs

The three basic needs of the Network. Let’s define each one by one:

1. Visibility

2. Reach

3. Search

Powerful Pointers in Profile Building

1. A Detailed Profile Is A Strong Profile

2. Temporarily Turn Off Activity Broadcast

3. Proofread Your Entire Profile

4. Do not lie about anything

5. Customize Your Profile URL

6. Have The Right Profile Picture

7. Use LinkedIn Badges On Your Website

8. Be Active In LinkedIn Groups

9. Personalize LinkedIn Email Requests

10.Use LinkedIn Applications

Powerful Pointers in Profile Building

Professional Headline

Write an informative profile headline.

Your headline is a short, memorable professional slogan

For example, “Honors student seeking marketing position”

Check out the profiles of students and recent alumni you admire for ideas

Why Have a Pro Headline? When people search for you, the search

results display your professional headline alongside your name and photo, as well as ways to connect with them and common connections and groups

Within Groups, if you hover over the image of the person posting a discussion or comment, you will see their name and professional headline

In the Answers section of the site, when you ask a question or leave an answer, your name and your professional headline appears alongside the text

In your inbox, you will also see these details if you hover over the name of the person sending you a message or invitation

Your personal profile is one of the two pages that appears externally to the site as well, so will be visible to those who find your profile via Google

Why Have a Pro Headline?

Making a Pro Headline

120 characters long

It has four parts:1. Select an adjective that suits you2. Role3. What do you do?4. Target Group

Importing Contacts

Give LI access to your email contact list

Contacts imported

Match with Member Database

Members: Send out invites

Non-members: Send out invite to join LinkedIn

Tips to create your profile

Sessions 9 - 10

LinkedIn Premium Accounts

LinkedIn Groups, Jobs and Business Pages

How to Use “Most Searched” Words Using Google Keyword Planner

Open www.adwords.google.com

Customization As Per Goals

Make your Profile shine…

Get more insights

Getting Acquainted with Premium search & InMail

Premium account tutorial page

Premium Account - Benefits

How To Use LinkedIn Premium Account

Premium Account Plans

Alumni Group

Corporate Group

Conference Groups

Networking Group

Nonprofit Group

LinkedIn Groups

Discussion

Members

Promotion

Subgroups

Group Features

Additional Group Utilities

Groups You May Like

Group Directory

Search Group (Keyword, Category, Language)

Create a Group

LinkedIn JobsSearch

▪ Keyword

▪ Title

▪ Company Name

LinkedIn Jobs Advanced Search

▪ Location (in or Near)

▪ Country

▪ Function

▪ Experience

▪ Industry

▪ Date Posted

▪ Salary

LinkedIn Job - Additional Utilities

Saved Jobs

Saved Searches

Linkedin Jobs…More Features Jobs You may be Interested In

Email Alerts

LinkedIn Jobs….Unique Features

Save Job

Share Job (Facebook, Twitter, LinkedIn)

Follow Company

LinkedIn Jobs – More Features

Posted By

Connections who can refer

Similar Jobs

People who viewed also viewed

Search More Jobs

Session 11 & 12

Facebook for Business: Vocabulary, Business Pages versus Personal Pages versus Groups

Apps, Publisher

Facebook Page

Pages are for organizations, businesses, celebrities, and brands to broadcast information in an official, public manner to people who choose to connect with them. Pages can be enhanced with applications that help the entity communicate and engage with their audiences, and capture new audiences virally through friend recommendations, News Feed stories, Facebook events, and beyond

A Typical Facebook Business Page

Facebook ProfileProfiles are for individuals and are not recommended for businesses. Facebook reserves the right to remove your profile if you’re using it for business purposes.Similar to Pages, Profiles can be enhanced with applications that help the you communicate and engage with friends and businesses that you “Like.”

Facebook Vocabulary

Facebook UsernameYou can personalize your Facebook URL (web address) by selecting a unique username. It will appear in the location bar of your browser after “http://www.facebook.com/” when you view your Page. E.g. phrase “FinedgeAdvisory”as used in the web addresshttp://www.facebook.com/finedge.advisory

Facebook Vocabulary

Profile vs. Page A profile is your personal account, where you

connect with friends and family members. A page is created for your business, where you

connect with clients and customers. Profiles are associated with Facebook friends,

while pages are associated with fans and likes. While you must have a personal profile to create and manage a business page, the two are in no way connected, as far as your friends and fans can see.

Facebook Vocabulary

Like When you click “Like” on a Page, in an

advertisement, or on content off Facebook, you are making a connection.

The connection will be displayed in your profile and on your Wall and your friends may receive a News Feed story about the connection.

You may be displayed on the Page you are connected to, in advertisements about that Page, or in social plug-ins next to the content you like.

The Page may also post content into your News Feed or send you messages.

Facebook Vocabulary

News FeedThe News Feed is a list of updates on your own Facebook Profile home page. The News Feed will show updates about those people who are in your friend’s list, organizations that you like, as well as advertisements

WallThe Wall is a section in your Facebook business Page where you can post messages, links, or other content that you think your fans will find interesting. Others can also write messages or post comments on your Wall if you choose to let them.

Facebook Vocabulary

Admin Panel Located at the top of your business

page, this panel contains several sections, including Notifications, Messages, New Likes and Insights.

The Admin Panel keeps you updated on all the activity on your page and is only visible to page administrators, not your fans.

Facebook Vocabulary

Cover Photo A cover photo spans the top of your timeline,

both on your personal profile and on your business page.

The dimensions of a cover photo are 851 pixels wide and 315 pixels tall; other image sizes are compatible but may result in stretching or cropping.

While the cover photo cannot be used for any type of advertisement or promotion, it is a great tool to add color and personality to your profile or page.

Facebook Vocabulary

Event Facebook allows you to create calendar

events, both on your personal profile and on your business page.

A Facebook event can include the date, location and details of the occasion, as well as a picture and contact info.

Once you have joined the event, you can even send invitations to your Facebook friends.

Facebook Vocabulary

Friend vs. Fan A friend is a connection made via your personal

profile, meaning it is someone you know who has either accepted your friend request or sent you one.

A fan, also known as a like, is a connection via your business page, meaning they have clicked “Like” on your page and are now receiving your page’s content in their News Feeds.

Someone who likes your business page is in no way connected to your personal profile, unless they also happen to be your Facebook friend.

Facebook Vocabulary

Insights Insights, which can be found in the Admin Panel of your page, provide analytical data about your business page.

By clicking “See All,” you can access information on how many people you are reaching and which of your posts are most popular, as well as demographic data about your fans.

Hovering over the small question marks above each section will provide more information, making Insights easier to navigate and understand.

Facebook Vocabulary

Milestone: A milestone can be any moment you deem

significant enough to add to your page’s timeline.

For example, the business opening, moving to a new location or breaking a certain client number might be milestones for your company.

You can add milestones as they occur, or you can backdate them to have them appear in the past on your timeline.

To add a milestone to your page, click on Milestone (The Milestone tool may be located under the “Offer, Event +” tab)

Facebook Vocabulary

News Feed: The News Feed is the home page of Facebook, the

screen you are taken to each time you log on. Each user’s News Feed is different.

The default setting is Top Stories, meaning that Facebook uses a ranking system to determine which of your friends’ and pages’ content you most likely want to see, based on which people and pages you interact with most.

You can also set your News Feed to Most Recent, which will turn it into a chronological feed of all activity by your friends and the pages you have liked.

Facebook Vocabulary

Organic vs. Viral Reach: Organic reach is achieved when a user sees content from your page either on your page’s timeline or in their News Feed. It becomes viral reach when a user sees your content through another user, meaning someone shared the content or exposed their friends to it in another way. Organic is through you; viral is through your fans.

Post: Any content you create on Facebook is a post, whether on your personal profile or on your business page. It can be anything from text to links to photos to calendar events.

Facebook Vocabulary

Profile PictureBoth your personal profile and your business page have a profile picture, which is a square image meant to represent either you or your business. A simple logo is best for your page, as the profile picture most commonly appears as a tiny thumbnail next to your posts.

Facebook Vocabulary

Sharing: Sharing is a way of reposting content from other users and pages. By clicking “Share” under a post, you can repost it onto your personal timeline, a friend’s timeline or your page. When you share content, the source receives recognition.

Tagging: Using the @ symbol, you can tag other users and pages on Facebook. When you tag a person or a page, the name becomes a link to that account in your post, and the post also appears on that person or page’s timeline.

Facebook Vocabulary

Timeline: A timeline is a display of your activity on Facebook, and you have one both on your personal profile and on your business page. On your business page, the default timeline setting is Highlights, which will display chronologically (with the most recent posts at the top) the popular posts on your page. You can also change the timeline to Posts by Page, Posts by Others or Friend Activity.

Facebook Vocabulary

Facebook VocabularyFacebook App

Apps on Facebook are web applications that are loaded in the context of your Facebook Page. This gives you the opportunity to deeply integrate your company’s brand into the core Facebook experience

What is EdgeRank?

EdgeRank ranks Edges in the News Feed.

EdgeRank looks at all of the Edges that are connected to the User, then ranks each Edge based on importance to the User.

Objects with the highest EdgeRank will typically go to the top of the News Feed (there is a small component of randomization).

What is an Edge?

An Edge is everything that "happens" in Facebook.

Examples of Edges would be status updates, comments, likes, and shares.

There are many more Edges than the examples above—any action that happens within Facebook is an Edge.

Affinity is a one-way relationship between a User and an Edge. It could be understood as how close of a "relationship" a Brand and a Fan may have. Affinity is built by repeat interactions with a Brand's Edges.Actions such as Commenting, Liking, Sharing, Clicking, and even Messaging can influence a User's Affinity.

Edge Rank: Affinity

Weight is a value system created by Facebook to increase/decrease the value of certain actions within Facebook. Commenting is more involved and therefore deemed more valuable than a Like. In the weighting system, Comments would have a higher value than a Like. In this system all Edges are assigned a value chosen by Facebook. As a general rule, it's best to assume Edges that take the most time to accomplish tend to weigh more.

Edge Rank: Weight

Edge Rank: Time Decay

Time Decay refers to how long the Edge has been alive; the older it is the less valuable it is.

As an Edge ages, it loses value. This helps keep the News Feed fresh with interesting new content, as opposed to lingering old content.

Groups Place for small group communication and for people

to share their common interests and express their opinion.

Groups allow people to come together around a common cause, issue or activity to organize, express objectives, discuss issues, post photos and share related content.

When you create a group, you can decide whether to make it publicly available for anyone to join, require administrator approval for members to join or keep it private and by invitation only.

Like with Pages, new posts by a group are included in the News Feeds of its members and members can interact and share with one another from the group.

Facebook Apps Apps are designed to enhance your

experience on Facebook with engaging games and useful features. You can use apps to listen to music with friends, share what you're reading, play games and more.

Explore and add apps from the App Centre to find games and social apps that fit your interests.

Facebook Apps Apps on Facebook that are created by

outside developers must comply with the Facebook Platform Policies

The content of these apps resides on developer servers that are not hosted by Facebook. The developers of the app are responsible for their servers and Facebook can't remove content from them

You’ll need to give the app permission before you can start using it.

Facebook Page Manager

The Pages Manager App lets admins check their Page activity, view insights and respond to their audience from their mobile device.

Download the Pages Manager App: From the iTunes Store From the Google Play store

Facebook Publisher

The place at the top of your timeline from where you can post text, video, photos, etc.

Lots of changes have been made by Facebook to woo Publishers

Facebook is giving more weight to high quality content

Facebook Meme

An image, video, piece of text, etc., typically humorous in nature, that is copied and spread rapidly by Internet users, often with slight variations.

Session 13 & 14

Sponsored Stories and Ads Twitter for Business: Vocabulary