Social Media Marketing

1 What is Social Media Marketing?  Social Media defined as "a group of Internet applications that build upon Web 2.0, and that allow the creation and exchange of user-generated content.”  We define it as “Utilising social media websites as a means to promote your business”  Wide variety of sites: ranging from social networking to sharing photos, videos  Minimal cost, high returns  And it can be fun!

What makes Social Media websites different?  Communities of users, interacting with each other  Emphasis on two-way communication with potential customers.  Compare this with offline brochures: static, one-way tool  Neither a fad, nor something for „teenagers‟  Recently, Facebook topped Google as most used site…  …400 million members worldwide: 23% of all internet users  France one of the fast-growing countries (17m users); other major countries = all our target markets  25% of UK travel bookings influenced by social networks

What you will take away from this session?  Give you insights into Social Networking  Provide you with tools and tips  Show you strategies to link them together

2: Types of Social Media  We‟ll be looking at…  Social Networking Sites (Facebook)  Blogging (Wordpress, Blogspot)  Micro-blogging (Twitter)  Photo Sharing (Picasa, Flickr)  Video Sharing (YouTube)  But there are many other sites

Social Networks: Visualisation

Facebook: is it all hype?  Facebook & Google:  FB pages appearing in Google search results  Google likes the „freshness‟  New: Bing will use FB in search results  60% of FB users are over age 35 - matches our target demographics  Case study: immediacy – 2 books sold from our Dominica page almost immediately posted!

Facebook: Basics  Start by signing-up as a User  Note that you can control privacy settings  Once you sign-up, you can populate your personal profile…  …and create a Page  Group vs Page  Important distinction  Groups like „clubs‟, association of people, lack features for promoting your business  Pages: indexed by search engines  Allows your personal profile to be distinct from your business

Facebook: Features of Pages  Fans: people become fans of Pages, and it‟s easy to send updates  Photos & videos  Wall  Discussions  Events  Insights

Facebook: Setting up a Page  Go to: http://www.facebook.com/pages/  Click on „Create Page‟

Facebook: Setting up a Page 2  Select „Brand, Product, or Organization‟  This, rather than „Local Business‟, gives you „Company Overview, Mission‟ options  Give your Page a name  Click „Create…‟ button  Once you log-in, you‟ll be able to administer your page Once created, flesh it out

Facebook Page: key elements  Page is like your Profile  Look for edit icons  Main image: click to edit, browse to select  Basic & Detailed info  The more you put, the better!

Facebook: Photos  Allows you to organise into Albums  Also allows people to post to „Fan Photos‟  Use „Edit Photos‟

Facebook: Edit Photo Albums  Edit Album option lets you:  Add Captions  Move to a different Album  Make a photo the Album „cover‟  Tag someone

Facebook: Events  Lets you showcase event  Lets you broadcast the event to your Page‟s Fans

Facebook: Promoting your page  Use the „Suggest to Friends‟  Link to your FB page  Encourage your guests to become Fans, post photos  FB also offers paid advertising  Don‟t forget to check your Page‟s Insights

Facebook Tips: Privacy  Very detailed control over privacy

Facebook Tips: Hiding  Use the Hide button to avoid Facebook „overload‟!  You can hide Applications, or even people

Facebook: Summary  Starting point: signing-up  Then create a Page for your business  Make sure you choose „Brand, Product, Organisation‟  Choose Page Name carefully  Use main elements: photos, events…  Check Fans contributions  Use Insights! Facebook: Questions?

3: Blogging  Why  Blogs allow you to say more than Twitter, Facebook  Blogs encourage dialogue (via comments)  Blog allow you to become an „authority‟ on a topic  Blog allow you to enhance your company‟s reputation  A well-written blog is loved by search engines…  …especially Google  Blogs can automate „distribution‟: „feed‟ to people, other sites

3: Types of Blogs  Wordpress v Blogger/Blogspot.com  Wordpress.com:  Better at organising pages into a website-like structure  Can also be installed on a website to add to it, or even replace it as a full CMS  Blogger – part of the Google „empire‟  Traditional date-ordered format  Updates show in Google in real-time  Other blogs: e.g. LiveJournal, Moveable Type

Blogging essentials  Always use keywords & Labels!  Blog regularly  Use photos from your Flickr account (see later)  Make use of your RSS feed

Blogging: RSS Feeds  RSS feed „syndicates‟ your blog  To people (e.g Google Reader) and to other websites  http://delphisltd.blogspot.com/feeds/posts/default  E.g. lets you pull in your blog to Facebook

Blogging: other ways to push  TwitterFeed.com  Using your RSS URL, pushes it to Facebook, Twitter

4: Micro-blogging  Twitter dominates, but others such as Plurk  Growing trend web-wide  So important search engines including them in results  Facebook, Google Buzz all getting on bandwagon

4: Twitter  A Social Networking site in which a user can send (and read and re-send) short messages: Tweets!  A user answers the question „What‟s happening?‟  140 characters limit because it was originally SMS-driven  4 billion tweets in 1st QTR 2010; 18 million registered users: 10% of Internet users

Twitter: basics  So, a Tweet is a message, 140 characters max, whereby you update the „world‟ about „what‟s happening‟ in your world  A Retweet is the re-posting of someone‟s tweet  Following is becoming a „fan‟ of someone  You can „Direct Message‟ someone privately  Functions not supported by Twitter directly are provided by third-party applications – e.g. the ability to post a photo is done via a site like TwitPic.com

Twitter: tips  Customise with a good background image  Use keywords, hashtags (#Dominica) – remember, that search engines are using Twitter is one of the reasons we are!  Use to deep link into your blog, website

Twitter: Summary?  Has a place in your marketing  Use keywords, hashtags Twitter: Questions?

Photo Sharing  Lets you share your photos to a wider audience  Flickr, Panoramio, Picasa, Shutterfly Gallery, Photobucket  Each is its own search engine  As is Google Image search

Photosharing: Flickr  One of the heavyweight photo-sharing sites  4 billion images  Now owned by Yahoo  Free and Pro accounts  You should add a Description and keyword Tags to your photos

Photo Sharing: Panoramio  Another photo-sharing site  Focus on „geo-location‟ – placing image on maps  Integrates with Google Earth/Maps  Now owned by Google  Google Maps „#1 travel website‟

Panoramio & Google Earth

Photosharing: Picasa  Free: part of Google; #16 Top 20 websites  1Gb storage  Note: also allows you to upload via e-mail.  Importantly, you can control who you share with, which will allow your photo to be included in Google Image search results.

Video sharing  YouTube dominates  32 billion watched; 40% of market  Another Google site  Remember: other Social Networking sites (Flickr, Facebook) can host video clips  Strategy:  Host your videos on YouTube, & link to or embed them  Make use (link/embed) of others  Don‟t forget to use keywords when describing your video

YouTube:  Videos up to 2GB & 10 minutes long  Your account – „Channel‟ – can be customised

Photo & Video Sharing: Summary  Flickr can facilitate blogging  Picasa to tap into Google Images  Panoramio to tap into Google Earth  Host your videos on YouTube, and link to them from your blog, twitter, website Photo & Video Sharing: Questions?

Pulling it all together  Participating in the biggest of the Social Networking sites could take a lot of your time!  So make the process easier!  Use the ability of Social Networking sites to „share‟  Sharing

Social Networking Strategy  Use the ability to automate sharing  Push, Pull and Feed!

Sharing: sending from your phone  A mobile phone lets you keep easily update your Social Network sites  Can send updates direct to Facebook, Twitter, blog  Even better, you can send photos  Key to this: each site has an private „updates‟ email For example, at Carnival I updated Facebook, Twitter, Blog by sending one e-maill with a photo.

Sharing Updates via E-mail: How?  Find out the private e-mails of your accounts – these are used to send updates (text/photos) to the account. Don‟t share these! 1. In Facebook, click on the „Photos‟ icon on your Profile

Facebook Updates cont… Step 2: Click „Upload a Photo‟ Step 3: Click „Upload via e- mail‟

Facebook Update E-mail  Final step is to note the unique e-mail address for your updates.

Sharing between sites  It‟s relatively easy to feed an update across social media sites!  Upload a photo to Flickr  Click „Blog This‟  Choose blog or even Twitter  Post it!

Review Your Progress  You must review the results of your Networking  Ultimately, your aim is to drive traffic to your website. So check traffic using a tool like Google Analytics.  Don‟t judge „results‟ by bookings, check the source of your traffic  Use your Facebook Page Insights

Facebook Insights  Analytics for Facebook

Watch the stream  Search for you business, product  What are people saying about you?  Participate in discussions

Summary  Use update e-mails  Share… and connect your networks  Use analytics & Insights

The End  Thank you!  Questions?  Check http://www.delphis-intl.com for material  Stay on for a practical demonstration of creating a Facebook Page

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Social Media Marketing

by Steve on May 19, 2010

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Social Media Marketing — Presentation Transcript