Social Media Marketing - Introduction

transcript

Social Media Marketing: Introduction

Shankar Saikia

Top 2 Things You Will Learn in Class

We’ll answer your question: “ Just tell me what I need to know”

Topics

1. Social Media Marketing: Basic Concepts (30 minutes)

2. Blogs: Setup Wordpress.com (45 minutes)

3. Micro-blogs: Setup Twitter (45 minutes)

4. Social Networks : Setup Facebook fan page (45 minutes)

5. Videos: Setup Youtube channel (30 minutes)

6. Professional Networks : Setup LinkedIn(30 minutes)

7. Combining Social Media Channels (60 minutes)

8. Metrics(45 minutes)

INTRODUCTION

Section Topics

1. Learning Objectives 2. Introduction to Social Media 3. Social Media Versus Traditional Media 4. Types of Social Media

Learning Objectives

In this section you will learn:

1. What is social media marketing? 2. How is social media different from traditional

media? 3. What are the different types of social media?

What is the value of being Social?

What is the purpose of MEDIA ?

What benefit does Marketing provide?

What is Social Media Marketing?

Social Media versus Traditional Media

SOCIAL

Content:

• Co-created

Conversation

• 2-way

Audience

• digital

Distribution

• Viral

TRADITIONAL

Content:

• Corporation

Conversation

• None

Audience

• Physical

Distribution

• Physical

Examples of Traditional Media

TV + RADIO

WEB 1.0

Examples of Social Media

Blog Microblog Social Network

Professional Network Video

What Makes Social Media Different

Content: Community creates

Conversation: 2-way

Audience: Digital (online + mobile)

Distribution: Viral

Viral Means Information Spreads Quickly

HOW TO MAKE VIRAL? 1. Web-based 2. Web customers 3. Free 4. Built-in virality (easy

to spread) 5. Network effects (Adapted from: “Viral

Loop” by Adam Penenberg)

Source: Wired magazine

Viral Distribution

Different Types of Social Media

Wordpress

Typepad

Tumbler

Micro-blog

Twitter

Professional Network

Social Network

Facebook

Youtube

Introduction: Section Summary

1. What is social media ? ANSWER: Information created by community

2. How is social media different from traditional media? ANSWER: Content, Conversation, Audience, Distribution

3. What are the different types of social media? ANSWER: blog, micro-blog, social network,

video, professional network

How This Training Is Structured

• Learning Objectives

• Introduction

• Setup

• Basics

Section

Section Topics

1. Learning Objectives 2. Introduction to blogs 3. Setup a blog 4. Basic elements of blogs

Learning Objectives

1. What is a blog? 2. How to setup Wordpress 3. The most important elements of a blog

Introduction to blogs

http://www.wineanorak.com/wineblog/

CONTENT = POST

Introduction to blogs

http://www.wineanorak.com/wineblog/new-zealand/seresin-pinot-noirs#comments

CONVERSATION = COMMENT

AUDIENCE = READERS

How Can You Benefit By Blogging

Connect directly to customers

Communicate in authentic voice

Enhance credibility

Setting up Wordpress blog: Create an account

1. Logon to www.wordpress.com

2. Create a profile

Setting up Wordpress blog: Create blog

1. Go to My Dashboards Manage Blogs

2. On left-hand side click on Settings

3. Enter 1. Blog Name 2. Description

4. On left hand side click 1. Themes (Choose

appearance) 2. Widgets (Choose

information to display on right hand side)

Setting up Wordpress blog: Preview blog

1. Click on View Site

Setting up Wordpress blog: Create Post

1. Go to My Dashboards New Post

2. Enter Post 3. Type or choose

1. Category 2. Tag

Setting up Wordpress blog: Publish Post

1. After finishing Post 2. Click Save Draft 3. Click Publish

Blog Basics: Post

BASICS -Reverse chronological (i.e., latest first) - Information (e.g., news, events, pictures, videos) DO -Educate - Alert - Credibility DO NOT -Sell - Advertise - Negative-sell KEY = EARN CREDIBILITY

Blog Basics: Categories & Tags

BASICS - flexibly classify posts DO -General terms DO NOT - Be too specific

KEY = ENABLE SEARCH

Blog Basics: Comments

http://www.wineanorak.com/wineblog/ BASICS - conversations DO -Reply -be personal DO NOT -Advertise -Sell

KEY = CONNECT

Blog Basics: Theme

BASICS - appearance (colors, pictures etc.) DO -Differentiate DO NOT -Commercialize

KEY = ENTERTAIN

How to get followers (readers)?

How to get followers (readers) ?

1. SOCIAL MEDIA (e.g., Micro-blog, Social network, Professional Network, Video)

2. E-MAIL 3. E-MAIL SUBSCRIPTION WIDGET 4. RSS SUBSCRIPTION WIDGET 5. COMMENT on other blogs

Blogs: Section Summary

1. What is a blog? ANSWER: Content in reverse chronological order

2. How to setup Wordpress? ANSWER: Setup profile, blog, enter & publish posts

3. The most important elements of a blog ANSWER: Posts, Categories, Tags, Comments

Section Topics

1. Learning Objectives 2. Introduction to micro-blogs 3. Setup twitter 4. Basic elements of twitter

Learning Objectives

1. What is a micro-blog? 2. How to setup Twitter 3. The most important elements of Twitter

Introduction to Twitter

http://twitter.com/jamiegoode

CONVERSATION = REPLIES, DIRECT MESSAGES, RETWEETS

CONTENT = TWEET (140 characters max)

AUDIENCE = FOLLOWERS

How Can You Benefit With Twitter

Distribute content

Receive & Send instantly

Receive & Send advice

Setup Twitter: Create Profile

1. Go to www.twitter.com

2. Create account

Setup Twitter: Get Followers

1. Go to www.twellow.com

2. Search by categories or location

Setup Twitter: Create Tweet

1. Enter here

Setup Twitter: Search

1. Go to www.search.twitter.com

2. Enter here

Setup Twitter: Listen

1. Go to www.search.twitter.com

2. Enter here

Twitter Basics: Tweet

BASICS -Information in less than 140 characters DO -Educate -Recommend - Alert DO NOT -Sell - Advertise - Negative-sell KEY = EARN CREDIBILITY

Twitter Basics: Retweet = RT

http://twitter.com/jamiegoode BASICS -Tweet someone else’s tweet DO -Educate -Recommend

DO NOT -Take credit for someone else’s tweet KEY = ENHANCE VALUE

Twitter Basics: Hashtag = #

BASICS -Categorize or tag DO -Use familiar terms

DO NOT -Omit KEY = ENABLE SEARCH

Twitter Basics: Multiple Tools

• www.twitter.com

• www.tweetdeck.com Tweet

• www.twazzup.com

• www.search.twitter.com Search

• www.twittercounter.com

• www.twitteranalyzer.com Analyze

How to get followers?

1. Twitter page (www.twitter.com) Find People 2. Twitter search (www.twazzup.com) 3. Twitter analyzer (www.twittercounter.com) 4. Twitter list ( www.twellow.com )

Twitter: Miscellaneous

1. ACCOUNTS: 1 (one) for business 2. DIFFERENTIATE: Mark tweets with

hashtags (#) (e.g., #pricing, #advice etc.)

3. FOLLOWERS: Strategically increase who you follow to increase followers

4. TWEET TO RETWEET: tweet so that followers will retweet

5. LISTEN: search for trends and topics

Twitter: Section Summary

1. What is a micro-blog?

ANSWER: summary posts of less than 140 characters

2. How to setup Twitter ANSWER: www.twitter.com

3. The most important elements of Twitter ANSWER: tweets, retweets, #

Section Topics

1. Learning Objectives 2. Introduction to Facebook 3. Setup Facebook fan page 4. Basic elements of Facebook fan page

Learning Objectives

1. What is a Facebook fan page 2. How to setup Facebook fan page 3. The most important elements of Facebook

Introduction to Facebook Fan Page

www.facebook.com/ChickfilA

CONTENT = UPDATES

CONVERSATION = REPLIES,

COMMENTS

AUDIENCE

Introduction to Facebook Fan Page

CONTENT = TABS

How Can You Benefit From Facebook Fan Page

Build audience

Update instantly

Get feedback

Social Network Setup: Create User Account

www.facebook.com

Social Network Setup: Create Fan Page

1. Go to user account

2. Choose Create Page

Facebook Basics: News Feed

BASICS -2-way conversation DO -Educate -Recommend - Alert DO NOT -Sell - Advertise - Negative-sell KEY = EARN CREDIBILITY

Facebook Basics: Tabs

BASICS -Helpful information DO -Inform KEY = ENTERTAIN

How to get fans

1. FACEBOOK: Suggest to Facebook Friends 2. FACEBOOK: Promote with Facebook Ads 3. OTHER SOCIAL MEDIA: Promote on other

channels 1. Blog 2. Micro-blog (e.g., Twitter) 3. Professional Network (e.g., LinkedIn) 4. Video (e.g., Youtube) 5. Website

Facebook: Section Summary

1. What is a Facebook fan page ANSWER: a way to promote business to prospects & customers

2. How to setup Facebook fan page ANSWER: First setup personal user account, then create fan page

3. The most important elements of Facebook fan page

ANSWER: tabs, profile, updates

Section Topics

1. Learning Objectives 2. Introduction to Youtube 3. Setup Youtube 4. Basic elements of Youtube channel

Learning Objectives

1. What is a Youtube channel? 2. How to setup Youtube channel 3. The most important elements of Youtube

channel

Video: Value

CONTENT

Introduction To Youtube

http://www.youtube.com/user/drjamiegoode CONTENT =

INFORMATION

AUDIENCE = VIEWS,

SUBSCRIBERS

CONVERSATION = COMMENTS

Introduction To Youtube

STATISTICS

How Can You Benefit From Youtube

Entertain

Educate

Video Setup: Account

1. www.youtube.com 2. Create account for brand

Video Setup: Account

1. Customize account

Video: Setup: Miscellaneous

1. ACCOUNT: Have 1 (one) account for your business

2. DIFFERENTIATE: between videos with tags

Youtube Basics: Video

http://www.youtube.com/user/drjamiegoode

BASICS -Helpful information DO -Brand -Educate DO NOT -Be too lengthy -Negative-sell KEY = EARN CREDIBILITY

Youtube Basics: Channel

BASICS -Similar to TV channel DO -Brand -Be consistent DO NOT -Be too flashy -Negative-sell KEY = ORGANIZE

Youtube Basics: Subscribers

BASICS -Cult-like DO -Study comments DO NOT -Ignore -Confuse KEY = ADD RELEVANT CONTENT

How to distribute video?

1. E-mail 2. Social networks 3. Advertise

Youtube: Section Summary

1. What is a Youtube channel?

ANSWER: branded content from your business, focused on specific area

2. How to setup Youtube channel ANSWER: Create account, customize account

3. The most important elements of Youtube channel ANSWER: videos, distribution

Section Topics

1. Learning Objectives 2. Introduction to LinkedIn profile 3. Setup LinkedIn 4. Basic elements of LinkedIn

Learning Objectives

1. What is a LinkedIn profile? 2. How to setup LinkedIn 3. The most important elements of LinkedIn

Introduction to LinkedIn

www.linkedin.com/home?trk=hb_tab_home Updates

http://www.linkedin.com/in/ssaikia Profile

www.linkedin.com/companies/10768

Company

How Can You Benefit From LinkedIn

Professional image

Learn best practices

Recruit

LinkedIn Setup: Create Account

1. www.linkedIn.com 2. Create account

LinkedIn Setup: Create Company

1. www.linkedIn.com 2. Enter company details

LinkedIn Setup: Join Groups

1. www.linkedIn.com 2. Search for groups 3. Join groups

LinkedIn Basics: Updates

www.linkedin.com/home?trk=hb_tab_home

BASICS -2-way conversation DO -Inform of changes DO NOT - Negative-sell KEY = PROFESSIONALISM

LinkedIn Basics: Profile

http://www.linkedin.com/in/ssaikia

BASICS -Career history DO - Provide names DO NOT - Advertise KEY = PROFESSIONALISM

LinkedIn Basics: Groups

http://www.linkedin.com/in/ssaikia

BASICS -Affiliations DO -Contribute -Follow group guidelines DO NOT - Advertise KEY = SHARE KNOWLEDGE

How to distribute content?

1. CONNECT: using LinkedIn 2. GROUP: post to groups

LinkedIn: Section Summary

1. What is a LinkedIn profile?

ANSWER: your professional summary & company basic information

2. How to setup LinkedIn ANSWER: create profile, join groups, create company

3. The most important elements of LinkedIn ANSWER: profile, companies, groups, updates

Section Topics

1. Learning Objectives 2. Connecting social media channels

Learning Objectives

1. How to connect social media channels

Connecting Social Media Channels

Microblog

Social network

Professional Network

BASICS - Access each from the others DO -Make seamless -Consistent content -Complement content DO NOT - ignore conversations KEY = CONSISTENCY

Connecting Wordpress to Other Channels

www.digitalsalespro.wordpress.com ALL 4 CHANNELS 1. Micro-blog 2. Professional Network 3. Social Network 4. Video

Connecting Twitter To Other Channels

www.twitter.com/digitalsalespro

TWITTER ALLOWS 1 (ONE) ADDITIONAL CHANNEL

Connecting Facebook Page to Other Channels

www.facebook.com/pages/DigitalSalesPro/343778423995

ALL 4 CHANNELS 1. Blog 2. Micro-blog 3. Professional Network 4. Video

Connecting Youtube Channel to Other Channels

http://www.youtube.com/user/DigitalSalesPro

1. YOUTUBE ALLOWS 1 (ONE) ADDITIONAL CHANNEL

2. ADD MORE WITHIN VIDEO CONTENT (e.g., ANNOTATIONS)

Connecting LinkedIn to Other Channels

http://www.linkedin.com/in/ssaikia ALL 4 CHANNELS 1. Blog 2. Micro-blog 3. Social Network 4. Video

Connecting Social Media: Benefits

Relationship

Real-time

Wordpress: Connecting To Other Channels

3. Add each channel as a link (i) Micro-blog (ii) Professional Network (iii) Social Network (iv) Video

1. Go to www.wordpress.com

2. Go to Links

Wordpress: Connecting To Other Channels

1. Click on Widgets

3. Drag Links to Sidebar on right

2. Click on Links

Twitter: Connecting to Other Channels

1. Login to Twitter and go to Profile tab

2. Enter site in Web field

Facebook: Connecting To Other Channels

2. Go to page

4. Click on Edit Information

3. Go to Info tab

5. Type social media channels such as -Blog link -Micro-blog account -Video channel -Professional Network profile

1. Go to facebook

Youtube: Connecting to Other Channels

2.Go to Profile section

1. Login to youtube

3. Enter channel in Website field

LinkedIn: Connecting To Other Channels

1. Login to Linkedin

2. Go to Profile

3. Choose Edit Profile

4. Enter social media channels

Connecting Social Media Channels: Section Summary

1. How to connect social media channels

ANSWER: Wordpress & Facebook allows linking to all channels, LinkedIn allows linking to Twitter and 3 more channels, Twitter allows linking to 1 channel

Section Topics

1. Learning Objectives 2. Measuring Performance

Learning Objectives

1. How to measure social media marketing performance

Wordpress Metrics

SOURCES

CONTENT

Wordpress Metrics

1. LOCATION 2. TIME 3. CONTENT VIEWED 4. VIEWER

DEMOGRAPHICS 5. SOURCE OF CONTENT

Twitter Metrics

ANALYZE TWEETS http://www.twitteranalyzer.com/

1. TWEETS PER DAY 2. TOPICS 3. RETWEETS 4. REACH

Twitter Metrics

1. FOLLOWER COUNT 2. FOLLOW

ANALYZE TWEETS www.twittercounter.com

Facebook Insights

1. INTERACTIONS 2. INTERACTIONS PER

POST 3. POST QUALITY 4. STREAM CTR/ETR 5. DISCUSSION POSTS 6. REVIEWS 7. MENTIONS

Facebook Insights

1. FAN TOTALS 2. FANS – NEW VERSUS

REMOVED 3. COUNTRIES 4. DEMOGRAPHICS 5. PAGE VIEWS 6. UNSUBSCRIBES 7. MEDIA CONSUMED

Youtube Metrics

1. CHANNEL STATISTICS 2. VIEWS 3. SUBSCRIBERS

Youtube Metrics

1. SOURCES OF VIEWERS 2. TIMELINE 3. DEMOGRAPHICS

Youtube: Google Analytics

1. SOURCES OF VIEWERS 2. TIMELINE 3. LOCATION OF VIEWERS

LinkedIn Metrics

Contacts Network Statistics

1. CONTACTS 2. DEGREES OF SEPARATION

LinkedIn Metrics

Contacts Network Statistics

1. DEMOGRAPHICS 2. INDUSTRIES

Metrics: Section Summary

1. How to measure social media marketing

performance ANSWER: Each tool has relevant metrics

Social Media Marketing - Introduction

Technology