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Social Media Marketing - Introduction
 

Social Media Marketing - Introduction

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This is a comprehensive set of slides that you can use to train professionals on the following social media marketing tools:

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

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    Social Media Marketing - Introduction Social Media Marketing - Introduction Presentation 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” 2
    • 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
    • Section Topics1. Learning Objectives2. Introduction to Social Media3. Social Media Versus Traditional Media4. Types of Social Media 5
    • 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
    • What is the value of being Social? 8
    • What is the purpose of MEDIA ? 9
    • What benefit does Marketing provide? 10
    • What is Social Media Marketing? 11
    • 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
    • Examples of Traditional Media PRINT TV + RADIO WEB 1.0 13
    • Examples of Social MediaBlog Microblog Social NetworkVideo Professional Network 14
    • What Makes Social Media Different Content: Community creates Conversation: 2-way Audience: Digital (online + mobile) Distribution: Viral 15
    • 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
    • Viral Distribution 17
    • Different Types of Social Media Professional Social Blog Micro-blog Video Network Network Wordpress Youtube Typepad Twitter LinkedIn Facebook Vimeo Tumbler 18
    • 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
    • How This Training Is Structured • Learning Objectives Section • Introduction • Setup • Basics 20
    • 21
    • Section Topics1. Learning Objectives2. Introduction to blogs3. Setup a blog4. Basic elements of blogs 22
    • 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
    • Introduction to blogshttp://www.wineanorak.com/wineblog/ CONTENT = POST 24
    • Introduction to blogshttp://www.wineanorak.com/wineblog/new-zealand/seresin-pinot-noirs#comments CONVERSATION = COMMENT AUDIENCE = READERS 25
    • How Can You Benefit By Blogging Connect directly to customers Communicate in authentic voice Enhance credibility 26
    • Setting up Wordpress blog: Create an account 1. Logon to www.wordpress.com 2. Create a profile 27
    • 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
    • Setting up Wordpress blog: Preview blog 1. Click on View Site 29
    • 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
    • Setting up Wordpress blog: Publish Post 1. After finishing Post 2. Click Save Draft 3. Click Publish 31
    • 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
    • Blog Basics: Categories & Tags BASICShttp://www.wineanorak.com/wineblog/ - flexibly classify posts DO -General terms DO NOT - Be too specific KEY = ENABLE SEARCH 33
    • Blog Basics: Commentshttp://www.wineanorak.com/wineblog/ BASICS - conversations DO -Reply -be personal DO NOT -Advertise -Sell KEY = CONNECT 34
    • Blog Basics: Themehttp://www.wineanorak.com/wineblog/ BASICS - appearance (colors, pictures etc.) DO -Differentiate DO NOT -Commercialize KEY = ENTERTAIN 35
    • How to get followers (readers)? 36
    • 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
    • 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
    • Section Topics1. Learning Objectives2. Introduction to micro-blogs3. Setup twitter4. Basic elements of twitter 40
    • 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
    • Introduction to Twitterhttp://twitter.com/jamiegoode CONTENT = TWEET (140 characters max) CONVERSATION = REPLIES, DIRECT MESSAGES, RETWEETS AUDIENCE = FOLLOWERS 42
    • How Can You Benefit With Twitter Distribute content Receive & Send instantly Receive & Send advice 43
    • Setup Twitter:Create Profile 1. Go to www.twitter.com 2. Create account 44
    • Setup Twitter:Get Followers 1. Go to www.twellow.com 2. Search by categories or location 45
    • Setup Twitter:Create Tweet 1. Enter here 46
    • Setup Twitter: Search 1. Go to www.search.tw itter.com 2. Enter here 47
    • Setup Twitter: Listen 1. Go to www.search.tw itter.com 2. Enter here 48
    • 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
    • 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
    • Twitter Basics: Hashtag = #http://twitter.com/jamiegoode BASICS -Categorize or tag DO -Use familiar terms DO NOT -Omit KEY = ENABLE SEARCH 51
    • Twitter Basics: Multiple Tools • www.twitter.comTweet • www.tweetdeck.com • www.twazzup.comSearch • www.search.twitter.com • www.twittercounter.comAnalyze • www.twitteranalyzer.com 52
    • How to get followers? 53
    • 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
    • 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
    • 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
    • Section Topics1. Learning Objectives2. Introduction to Facebook3. Setup Facebook fan page4. Basic elements of Facebook fan page 58
    • 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
    • Introduction to Facebook Fan Page CONTENT = UPDATES www.facebook.com/ChickfilA CONVERSATION = REPLIES, COMMENTS AUDIENCE 60
    • Introduction to Facebook Fan Page CONTENT = TABS www.facebook.com/ChickfilA 61
    • How Can You Benefit From Facebook Fan Page Build audience Update instantly Get feedback 62
    • Social Network Setup: Create User Account www.facebook.com 63
    • Social Network Setup: Create Fan Page 1. Go to user account 2. Choose Create Page 64
    • 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
    • Facebook Basics: Tabswww.facebook.com/ChickfilA BASICS -Helpful information DO -Inform KEY = ENTERTAIN 66
    • How to get fans 67
    • 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
    • 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
    • Section Topics1. Learning Objectives2. Introduction to Youtube3. Setup Youtube4. Basic elements of Youtube channel 71
    • 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
    • Video: Value CONTENT 73
    • Introduction To Youtubehttp://www.youtube.com/user/drjamiegoode CONTENT = INFORMATION CONVERSATION = COMMENTS AUDIENCE = VIEWS, SUBSCRIBERS 74
    • Introduction To Youtube STATISTICS 75
    • How Can You Benefit From Youtube Entertain Educate 76
    • Video Setup: Account 1. www.youtube.com 2. Create account for brand 77
    • Video Setup: Account 1. Customize account 78
    • Video: Setup: Miscellaneous 1. ACCOUNT: Have 1 (one) account for your business 2. DIFFERENTIATE: between videos with tags 79
    • 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
    • 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
    • Youtube Basics: Subscribershttp://www.youtube.com/user/drjamiegoode BASICS -Cult-like DO -Study comments DO NOT -Ignore -Confuse KEY = ADD RELEVANT CONTENT 82
    • How to distribute video? 83
    • How to distribute video?1. E-mail2. Social networks3. Advertise 84
    • 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
    • Section Topics1. Learning Objectives2. Introduction to LinkedIn profile3. Setup LinkedIn4. Basic elements of LinkedIn 87
    • 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
    • Introduction to LinkedInwww.linkedin.com/home?trk=hb_tab_home Updates 89
    • Introduction to LinkedInhttp://www.linkedin.com/in/ssaikia Profile 90
    • Introduction to LinkedInwww.linkedin.com/companies/10768 Company 91
    • How Can You Benefit From LinkedIn Professional image Learn best practices Recruit 92
    • LinkedIn Setup:Create Account 1. www.linkedIn.com 2. Create account 93
    • LinkedIn Setup:Create Company 1. www.linkedIn.com 2. Enter company details 94
    • LinkedIn Setup: Join Groups 1. www.linkedIn.com 2. Search for groups 3. Join groups 95
    • 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
    • LinkedIn Basics: Profilehttp://www.linkedin.com/in/ssaikia BASICS -Career history DO - Provide names DO NOT - Advertise KEY = PROFESSIONALISM 97
    • LinkedIn Basics: Groupshttp://www.linkedin.com/in/ssaikiaBASICS-AffiliationsDO-Contribute-Follow group guidelinesDO NOT- AdvertiseKEY = SHAREKNOWLEDGE 98
    • How to distribute content? 99
    • How to distribute content?1. CONNECT: using LinkedIn2. GROUP: post to groups 100
    • 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
    • Section Topics1. Learning Objectives2. Connecting social media channels 103
    • Learning ObjectivesIn this section you will learn:1. How to connect social media channels 104
    • 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
    • Connecting Wordpress to Other Channels ALL 4 CHANNELSwww.digitalsalespro.wordpress.com 1. Micro-blog 2. Professional Network 3. Social Network 4. Video 106
    • Connecting Twitter To Other Channels www.twitter.com/digitalsalespro TWITTER ALLOWS 1 (ONE) ADDITIONAL CHANNEL 107
    • 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
    • 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
    • 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
    • Connecting Social Media: Benefits Reach Relationship Real-time 111
    • 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
    • Wordpress: Connecting To Other Channels 1. Click on Widgets 2. Click on Links 3. Drag Links to Sidebar on right 113
    • Twitter: Connecting to Other Channels 1. Login to Twitter and go to Profile tab 2. Enter site in Web field 114
    • 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
    • Youtube: Connecting to Other Channels 1. Login to youtube 2.Go to Profile section 3. Enter channel in Website field 116
    • LinkedIn: Connecting To Other Channels 1. Login to Linkedin 2. Go to Profile 3. Choose Edit Profile 4. Enter social media channels 117
    • 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
    • Section Topics1. Learning Objectives2. Measuring Performance 120
    • Learning ObjectivesIn this section you will learn:1. How to measure social media marketing performance 121
    • Wordpress Metrics VIEWS SOURCES CONTENT 122
    • Wordpress Metrics 1. LOCATION 2. TIME 3. CONTENT VIEWED 4. VIEWER DEMOGRAPHICS 5. SOURCE OF CONTENT 123
    • Twitter MetricsANALYZE TWEETShttp://www.twitteranalyzer.com/ 1. TWEETS PER DAY 2. TOPICS 3. RETWEETS 4. REACH 124
    • Twitter MetricsANALYZE TWEETSwww.twittercounter.com 1. FOLLOWER COUNT 2. FOLLOW 125
    • Facebook InsightsFacebook Insights 1. INTERACTIONS 2. INTERACTIONS PER POST 3. POST QUALITY 4. STREAM CTR/ETR 5. DISCUSSION POSTS 6. REVIEWS 7. MENTIONS 126
    • Facebook InsightsFacebook Insights 1. FAN TOTALS 2. FANS – NEW VERSUS REMOVED 3. COUNTRIES 4. DEMOGRAPHICS 5. PAGE VIEWS 6. UNSUBSCRIBES 7. MEDIA CONSUMED 127
    • Youtube Metrics 1. CHANNEL STATISTICS 2. VIEWS 3. SUBSCRIBERS 128
    • Youtube Metrics 1. SOURCES OF VIEWERS 2. TIMELINE 3. DEMOGRAPHICS 129
    • Youtube: Google Analytics 1. SOURCES OF VIEWERS 2. TIMELINE 3. LOCATION OF VIEWERS 130
    • LinkedIn MetricsContacts  Network Statistics 1. CONTACTS 2. DEGREES OF SEPARATION 131
    • LinkedIn MetricsContacts  Network Statistics 1. DEMOGRAPHICS 2. INDUSTRIES 132
    • Metrics: Section Summary1. How to measure social media marketing performance ANSWER: Each tool has relevant metrics 133