Social Media Marketing - Introduction

1,005 views
913 views

Published on

This is a comprehensive set of slides that you can use to train professionals on the following social media marketing tools:
- Twitter
- Facebook
- Youtube
- Blogs
- LinkedIn

Published in: Technology, Business
1 Comment
0 Likes
Statistics
Notes
  • Be the first to like this

No Downloads
Views
Total views
1,005
On SlideShare
0
From Embeds
0
Number of Embeds
66
Actions
Shares
0
Downloads
13
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

Social Media Marketing - Introduction

  1. 1. Social Media Marketing: Introduction Shankar Saikia
  2. 2. Top 2 Things You Will Learn in Class We’ll answer your question: “ Just tell me what I need to know” 2
  3. 3. Topics1. Social Media Marketing: Basic Concepts (30 minutes) INTRODUCTION2. Blogs: Setup Wordpress.com (45 minutes)3. Micro-blogs: Setup Twitter (45 minutes) SETUP4. 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) 3
  4. 4. 4
  5. 5. Section Topics1. Learning Objectives2. Introduction to Social Media3. Social Media Versus Traditional Media4. Types of Social Media 5
  6. 6. Learning ObjectivesIn 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? 6
  7. 7. 7
  8. 8. What is the value of being Social? 8
  9. 9. What is the purpose of MEDIA ? 9
  10. 10. What benefit does Marketing provide? 10
  11. 11. What is Social Media Marketing? 11
  12. 12. Social Media versus Traditional Media SOCIAL TRADITIONAL Content: Content: • Co-created • Corporation Conversation Conversation • 2-way • None Audience Audience • digital • Physical Distribution Distribution • Viral • Physical 12
  13. 13. Examples of Traditional Media PRINT TV + RADIO WEB 1.0 13
  14. 14. Examples of Social MediaBlog Microblog Social NetworkVideo Professional Network 14
  15. 15. What Makes Social Media Different Content: Community creates Conversation: 2-way Audience: Digital (online + mobile) Distribution: Viral 15
  16. 16. 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 16
  17. 17. Viral Distribution 17
  18. 18. Different Types of Social Media Professional Social Blog Micro-blog Video Network Network Wordpress Youtube Typepad Twitter LinkedIn Facebook Vimeo Tumbler 18
  19. 19. Introduction: Section Summary1. What is social media ? ANSWER: Information created by community2. How is social media different from traditional media? ANSWER: Content, Conversation, Audience, Distribution3. What are the different types of social media? ANSWER: blog, micro-blog, social network, video, professional network 19
  20. 20. How This Training Is Structured • Learning Objectives Section • Introduction • Setup • Basics 20
  21. 21. 21
  22. 22. Section Topics1. Learning Objectives2. Introduction to blogs3. Setup a blog4. Basic elements of blogs 22
  23. 23. Learning ObjectivesIn this section you will learn:1. What is a blog?2. How to setup Wordpress3. The most important elements of a blog 23
  24. 24. Introduction to blogshttp://www.wineanorak.com/wineblog/ CONTENT = POST 24
  25. 25. Introduction to blogshttp://www.wineanorak.com/wineblog/new-zealand/seresin-pinot-noirs#comments CONVERSATION = COMMENT AUDIENCE = READERS 25
  26. 26. How Can You Benefit By Blogging Connect directly to customers Communicate in authentic voice Enhance credibility 26
  27. 27. Setting up Wordpress blog: Create an account 1. Logon to www.wordpress.com 2. Create a profile 27
  28. 28. 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) 28
  29. 29. Setting up Wordpress blog: Preview blog 1. Click on View Site 29
  30. 30. Setting up Wordpress blog: Create Post 1. Go to My Dashboards  New Post 2. Enter Post 3. Type or choose 1. Category 2. Tag 30
  31. 31. Setting up Wordpress blog: Publish Post 1. After finishing Post 2. Click Save Draft 3. Click Publish 31
  32. 32. Blog Basics: Post BASICS -Reverse chronologicalhttp://www.wineanorak.com/wineblog/ (i.e., latest first) - Information (e.g., news, events, pictures, videos) DO -Educate - Alert - Credibility DO NOT -Sell - Advertise - Negative-sell KEY = EARN CREDIBILITY 32
  33. 33. Blog Basics: Categories & Tags BASICShttp://www.wineanorak.com/wineblog/ - flexibly classify posts DO -General terms DO NOT - Be too specific KEY = ENABLE SEARCH 33
  34. 34. Blog Basics: Commentshttp://www.wineanorak.com/wineblog/ BASICS - conversations DO -Reply -be personal DO NOT -Advertise -Sell KEY = CONNECT 34
  35. 35. Blog Basics: Themehttp://www.wineanorak.com/wineblog/ BASICS - appearance (colors, pictures etc.) DO -Differentiate DO NOT -Commercialize KEY = ENTERTAIN 35
  36. 36. How to get followers (readers)? 36
  37. 37. How to get followers (readers) ?1. SOCIAL MEDIA (e.g., Micro-blog, Social network, Professional Network, Video)2. E-MAIL3. E-MAIL SUBSCRIPTION WIDGET4. RSS SUBSCRIPTION WIDGET5. COMMENT on other blogs 37
  38. 38. Blogs: Section Summary1. What is a blog? ANSWER: Content in reverse chronological order2. How to setup Wordpress? ANSWER: Setup profile, blog, enter & publish posts3. The most important elements of a blog ANSWER: Posts, Categories, Tags, Comments 38
  39. 39. 39
  40. 40. Section Topics1. Learning Objectives2. Introduction to micro-blogs3. Setup twitter4. Basic elements of twitter 40
  41. 41. Learning ObjectivesIn this section you will learn:1. What is a micro-blog?2. How to setup Twitter3. The most important elements of Twitter 41
  42. 42. Introduction to Twitterhttp://twitter.com/jamiegoode CONTENT = TWEET (140 characters max) CONVERSATION = REPLIES, DIRECT MESSAGES, RETWEETS AUDIENCE = FOLLOWERS 42
  43. 43. How Can You Benefit With Twitter Distribute content Receive & Send instantly Receive & Send advice 43
  44. 44. Setup Twitter:Create Profile 1. Go to www.twitter.com 2. Create account 44
  45. 45. Setup Twitter:Get Followers 1. Go to www.twellow.com 2. Search by categories or location 45
  46. 46. Setup Twitter:Create Tweet 1. Enter here 46
  47. 47. Setup Twitter: Search 1. Go to www.search.tw itter.com 2. Enter here 47
  48. 48. Setup Twitter: Listen 1. Go to www.search.tw itter.com 2. Enter here 48
  49. 49. Twitter Basics: Tweethttp://twitter.com/jamiegoode BASICS -Information in less than 140 characters DO -Educate -Recommend - Alert DO NOT -Sell - Advertise - Negative-sell KEY = EARN CREDIBILITY 49
  50. 50. Twitter Basics: Retweet = RThttp://twitter.com/jamiegoode BASICS -Tweet someone else’s tweet DO -Educate -Recommend DO NOT -Take credit for someone else’s tweet KEY = ENHANCE VALUE 50
  51. 51. Twitter Basics: Hashtag = #http://twitter.com/jamiegoode BASICS -Categorize or tag DO -Use familiar terms DO NOT -Omit KEY = ENABLE SEARCH 51
  52. 52. Twitter Basics: Multiple Tools • www.twitter.comTweet • www.tweetdeck.com • www.twazzup.comSearch • www.search.twitter.com • www.twittercounter.comAnalyze • www.twitteranalyzer.com 52
  53. 53. How to get followers? 53
  54. 54. How to get followers?1. Twitter page (www.twitter.com)  Find People2. Twitter search (www.twazzup.com)3. Twitter analyzer (www.twittercounter.com)4. Twitter list ( www.twellow.com ) 54
  55. 55. Twitter: Miscellaneous1. ACCOUNTS: 1 (one) for business2. DIFFERENTIATE: Mark tweets with hashtags (#) (e.g., #pricing, #advice etc.)3. FOLLOWERS: Strategically increase who you follow to increase followers4. TWEET TO RETWEET: tweet so that followers will retweet5. LISTEN: search for trends and topics 55
  56. 56. Twitter: Section Summary1. What is a micro-blog? ANSWER: summary posts of less than 140 characters2. How to setup Twitter ANSWER: www.twitter.com3. The most important elements of Twitter ANSWER: tweets, retweets, # 56
  57. 57. 57
  58. 58. Section Topics1. Learning Objectives2. Introduction to Facebook3. Setup Facebook fan page4. Basic elements of Facebook fan page 58
  59. 59. Learning ObjectivesIn this section you will learn:1. What is a Facebook fan page2. How to setup Facebook fan page3. The most important elements of Facebook 59
  60. 60. Introduction to Facebook Fan Page CONTENT = UPDATES www.facebook.com/ChickfilA CONVERSATION = REPLIES, COMMENTS AUDIENCE 60
  61. 61. Introduction to Facebook Fan Page CONTENT = TABS www.facebook.com/ChickfilA 61
  62. 62. How Can You Benefit From Facebook Fan Page Build audience Update instantly Get feedback 62
  63. 63. Social Network Setup: Create User Account www.facebook.com 63
  64. 64. Social Network Setup: Create Fan Page 1. Go to user account 2. Choose Create Page 64
  65. 65. Facebook Basics: News Feed BASICS -2-way conversation www.facebook.com/ChickfilA DO -Educate -Recommend - Alert DO NOT -Sell - Advertise - Negative-sell KEY = EARN CREDIBILITY 65
  66. 66. Facebook Basics: Tabswww.facebook.com/ChickfilA BASICS -Helpful information DO -Inform KEY = ENTERTAIN 66
  67. 67. How to get fans 67
  68. 68. How to get fans1. FACEBOOK: Suggest to Facebook Friends2. FACEBOOK: Promote with Facebook Ads3. 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 68
  69. 69. Facebook: Section Summary1. What is a Facebook fan page ANSWER: a way to promote business to prospects & customers2. How to setup Facebook fan page ANSWER: First setup personal user account, then create fan page3. The most important elements of Facebook fan page ANSWER: tabs, profile, updates 69
  70. 70. 70
  71. 71. Section Topics1. Learning Objectives2. Introduction to Youtube3. Setup Youtube4. Basic elements of Youtube channel 71
  72. 72. Learning ObjectivesIn this section you will learn:1. What is a Youtube channel?2. How to setup Youtube channel3. The most important elements of Youtube channel 72
  73. 73. Video: Value CONTENT 73
  74. 74. Introduction To Youtubehttp://www.youtube.com/user/drjamiegoode CONTENT = INFORMATION CONVERSATION = COMMENTS AUDIENCE = VIEWS, SUBSCRIBERS 74
  75. 75. Introduction To Youtube STATISTICS 75
  76. 76. How Can You Benefit From Youtube Entertain Educate 76
  77. 77. Video Setup: Account 1. www.youtube.com 2. Create account for brand 77
  78. 78. Video Setup: Account 1. Customize account 78
  79. 79. Video: Setup: Miscellaneous 1. ACCOUNT: Have 1 (one) account for your business 2. DIFFERENTIATE: between videos with tags 79
  80. 80. Youtube Basics: Videohttp://www.youtube.com/user/drjamiegoode BASICS -Helpful information DO -Brand -Educate DO NOT -Be too lengthy -Negative-sell KEY = EARN CREDIBILITY 80
  81. 81. Youtube Basics: Channelhttp://www.youtube.com/user/drjamiegoode BASICS -Similar to TV channel DO -Brand -Be consistent DO NOT -Be too flashy -Negative-sell KEY = ORGANIZE 81
  82. 82. Youtube Basics: Subscribershttp://www.youtube.com/user/drjamiegoode BASICS -Cult-like DO -Study comments DO NOT -Ignore -Confuse KEY = ADD RELEVANT CONTENT 82
  83. 83. How to distribute video? 83
  84. 84. How to distribute video?1. E-mail2. Social networks3. Advertise 84
  85. 85. Youtube: Section Summary1. What is a Youtube channel? ANSWER: branded content from your business, focused on specific area2. How to setup Youtube channel ANSWER: Create account, customize account3. The most important elements of Youtube channel ANSWER: videos, distribution 85
  86. 86. 86
  87. 87. Section Topics1. Learning Objectives2. Introduction to LinkedIn profile3. Setup LinkedIn4. Basic elements of LinkedIn 87
  88. 88. Learning ObjectivesIn this section you will learn:1. What is a LinkedIn profile?2. How to setup LinkedIn3. The most important elements of LinkedIn 88
  89. 89. Introduction to LinkedInwww.linkedin.com/home?trk=hb_tab_home Updates 89
  90. 90. Introduction to LinkedInhttp://www.linkedin.com/in/ssaikia Profile 90
  91. 91. Introduction to LinkedInwww.linkedin.com/companies/10768 Company 91
  92. 92. How Can You Benefit From LinkedIn Professional image Learn best practices Recruit 92
  93. 93. LinkedIn Setup:Create Account 1. www.linkedIn.com 2. Create account 93
  94. 94. LinkedIn Setup:Create Company 1. www.linkedIn.com 2. Enter company details 94
  95. 95. LinkedIn Setup: Join Groups 1. www.linkedIn.com 2. Search for groups 3. Join groups 95
  96. 96. LinkedIn Basics: Updateswww.linkedin.com/home?trk=hb_tab_home BASICS -2-way conversation DO -Inform of changes DO NOT - Negative-sell KEY = PROFESSIONALISM 96
  97. 97. LinkedIn Basics: Profilehttp://www.linkedin.com/in/ssaikia BASICS -Career history DO - Provide names DO NOT - Advertise KEY = PROFESSIONALISM 97
  98. 98. LinkedIn Basics: Groupshttp://www.linkedin.com/in/ssaikiaBASICS-AffiliationsDO-Contribute-Follow group guidelinesDO NOT- AdvertiseKEY = SHAREKNOWLEDGE 98
  99. 99. How to distribute content? 99
  100. 100. How to distribute content?1. CONNECT: using LinkedIn2. GROUP: post to groups 100
  101. 101. LinkedIn: Section Summary1. What is a LinkedIn profile? ANSWER: your professional summary & company basic information2. How to setup LinkedIn ANSWER: create profile, join groups, create company3. The most important elements of LinkedIn ANSWER: profile, companies, groups, updates 101
  102. 102. 102
  103. 103. Section Topics1. Learning Objectives2. Connecting social media channels 103
  104. 104. Learning ObjectivesIn this section you will learn:1. How to connect social media channels 104
  105. 105. Connecting Social Media Channels Blog BASICS - Access each from the others Professional Network Microblog DO -Make seamless -Consistent content -Complement content DO NOT Video Social - ignore conversations network KEY = CONSISTENCY 105
  106. 106. Connecting Wordpress to Other Channels ALL 4 CHANNELSwww.digitalsalespro.wordpress.com 1. Micro-blog 2. Professional Network 3. Social Network 4. Video 106
  107. 107. Connecting Twitter To Other Channels www.twitter.com/digitalsalespro TWITTER ALLOWS 1 (ONE) ADDITIONAL CHANNEL 107
  108. 108. 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 108
  109. 109. 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) 109
  110. 110. Connecting LinkedIn to Other Channels http://www.linkedin.com/in/ssaikia ALL 4 CHANNELS 1. Blog 2. Micro-blog 3. Social Network 4. Video 110
  111. 111. Connecting Social Media: Benefits Reach Relationship Real-time 111
  112. 112. Wordpress: Connecting To Other Channels 1. Go to www.wordpress.com 2. Go to Links 3. Add each channel as a link (i) Micro-blog (ii) Professional Network (iii) Social Network (iv) Video 112
  113. 113. Wordpress: Connecting To Other Channels 1. Click on Widgets 2. Click on Links 3. Drag Links to Sidebar on right 113
  114. 114. Twitter: Connecting to Other Channels 1. Login to Twitter and go to Profile tab 2. Enter site in Web field 114
  115. 115. Facebook: Connecting To Other Channels 1. Go to facebook 2. Go to page 3. Go to Info tab 5. Type social media channels such as 4. Click on Edit Information -Blog link -Micro-blog account -Video channel -Professional Network profile 115
  116. 116. Youtube: Connecting to Other Channels 1. Login to youtube 2.Go to Profile section 3. Enter channel in Website field 116
  117. 117. LinkedIn: Connecting To Other Channels 1. Login to Linkedin 2. Go to Profile 3. Choose Edit Profile 4. Enter social media channels 117
  118. 118. Connecting Social Media Channels: Section Summary1. 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 118
  119. 119. 119
  120. 120. Section Topics1. Learning Objectives2. Measuring Performance 120
  121. 121. Learning ObjectivesIn this section you will learn:1. How to measure social media marketing performance 121
  122. 122. Wordpress Metrics VIEWS SOURCES CONTENT 122
  123. 123. Wordpress Metrics 1. LOCATION 2. TIME 3. CONTENT VIEWED 4. VIEWER DEMOGRAPHICS 5. SOURCE OF CONTENT 123
  124. 124. Twitter MetricsANALYZE TWEETShttp://www.twitteranalyzer.com/ 1. TWEETS PER DAY 2. TOPICS 3. RETWEETS 4. REACH 124
  125. 125. Twitter MetricsANALYZE TWEETSwww.twittercounter.com 1. FOLLOWER COUNT 2. FOLLOW 125
  126. 126. Facebook InsightsFacebook Insights 1. INTERACTIONS 2. INTERACTIONS PER POST 3. POST QUALITY 4. STREAM CTR/ETR 5. DISCUSSION POSTS 6. REVIEWS 7. MENTIONS 126
  127. 127. Facebook InsightsFacebook Insights 1. FAN TOTALS 2. FANS – NEW VERSUS REMOVED 3. COUNTRIES 4. DEMOGRAPHICS 5. PAGE VIEWS 6. UNSUBSCRIBES 7. MEDIA CONSUMED 127
  128. 128. Youtube Metrics 1. CHANNEL STATISTICS 2. VIEWS 3. SUBSCRIBERS 128
  129. 129. Youtube Metrics 1. SOURCES OF VIEWERS 2. TIMELINE 3. DEMOGRAPHICS 129
  130. 130. Youtube: Google Analytics 1. SOURCES OF VIEWERS 2. TIMELINE 3. LOCATION OF VIEWERS 130
  131. 131. LinkedIn MetricsContacts  Network Statistics 1. CONTACTS 2. DEGREES OF SEPARATION 131
  132. 132. LinkedIn MetricsContacts  Network Statistics 1. DEMOGRAPHICS 2. INDUSTRIES 132
  133. 133. Metrics: Section Summary1. How to measure social media marketing performance ANSWER: Each tool has relevant metrics 133

×