DCTC's Seminar Social Media Marketing


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This set of slides focus on a short 2 hour seminar I give on social media marketing in mid-2012. This seminar can be hands on and offered to businesses to upgrade their marketing skills.

DCTC offers a course that helps marketers upgrade their hands-on social media marketing skills called: social media marketing tools. This course is offered once a year in the classroom and once a year fully online. Contact admissions@dctc.edu for more information. DCTC is member of the Minnesota State Colleges and Universities Systems (MnSCU) and an equal opportunity educator and employer (EOE)

DCTC (Dakota County Technical College) is located in Rosemount, MN with its business extension campus in Apple Valley, Minnesota. Many students come from the Twin Cities and Western Wisconsin to take courses at DCTC. However, with all of the marketing and sales program courses offered online, students also come from around the nation and other countries.

Financial Aid and scholarship may be available to those who qualify.

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DCTC's Seminar Social Media Marketing

  1. 1. Presented by Carie Statz, DCTC Marketing and Sales Instructor
  2. 2.  Who am I?  Carie Statz, DCTC Marketing and Sales Instructor  Background: (Over 20 years in MKTG)  Entrepreneur  Rentals, house flipping  Non-profit  UW-Milwaukee  Community Action Program  DCTC  For profit  Disney  Oscar Mayer  TCF Bank Wisconsin  First Banking Center
  3. 3.  Objectives of this presentation  Primary categories of social media  Objectives for social media  Myths of social media  Basic Components of a Social Media Marketing Plan  Some hints for SEO  General Discussion of Platforms  Creation of QR codes And Social Media Advertising  Adwords, Linked-In and Twitter  A simpler way to maintain your social media accounts
  4. 4.  Social Media Marketing General Goals/Objectives  Social Entertainment  Enabling Play  Branded Entertainment  Social Publishing  Blogging  Sharing Brand Content  Advertising/PR  Social Commerce  Buying and selling  Servicing  Managing  Convert to transactions  Social Community  Build brand and relationships with customers  Promote a presence  Marketing research
  5. 5.  Which social media platforms or related services do you use for your business?  RSS feed (google) AND Feedburner  Blog with Blogger, WordPress (.com or .org), other  Google+ and/or Facebook for business  Pinterest for business  Twitter for business  Instagram app for business  Linked-In professional or company page  Hootsuite or Seemic Ping – (previously Ping.fm)  Presence on YouTube (second biggest search platforms on the web)  Flickr  Delicious (bookmarking)  Slideshare  Mobile Apps
  6. 6.  Seven Myths of Social Media Marketing 1. Myth 1 - Social Media is Just a Fad 2. Myth 2 – Social Media is Just for the Young 3. Myth 3 – Social Media has no ROI 4. Myth 4 – Social Media Marketing isn’t right for my business 5. Myth 5 – Social Media Marketing is New 6. Myth 6 – Social Media Marketing is Too Time- Consuming 7. Myth 7 – Social Media is free
  7. 7.  What is Social Networking?  Allows you to create a personal, professional or business profile to platforms for networking purposes:  Information about you or your business  Invite people to join your network  Join groups  Blast messages  Post events  Connect with other people  ….among other things
  8. 8. A Social Media Marketing Plan  Has basically the same components:  Determine SWOT  State objectives  Determine target audience  Select the social media platforms that make sense for your organization, product/service  Create strategies to meet your objectives  Create an action plan that assigns who is responsible for the individual strategies  Manage and Measure (evaluate) the results
  9. 9.  Possible Objectives for Social Media Plans  Increase brand awareness  Improve brand or product reputation  Increase website traffic  Amplify or augment public relations work  Improve perceived customer service quality  Generate sales leads  Reduce customer acquisition and support costs  Increase sales/sales revenue  Improve search engine rankings (SEO/SEM)
  10. 10.  Geo-location promotions  Sales promotions including coupons and special offers delivered via go- locations services Foursquare Foursquare is a free app  helps you and your friends make the most of where you are  share and save the places you visit  Platform gives users personalized recommendations and deals based on where the person is, and where the person’s friends, and people with your tastes have been
  11. 11.  GeoLocation Apps  Businesses should post a link to their Foursquare page on their website and Facebook page  Post signage in the store telling patrons to find them on the location-tagged sites  Encourage to have people opt-in to geo-location  Businesses often start customer loyalty programs around the gaming and social networking aspects of location tagging apps.
  12. 12.  Features of Facebook-Overview  News Feed – view list of posts others in your network added  The Wall – view recent posts  Postings of your information to your networks  Applications – add-ons from sharing apps, to RSS feed imports, and games, etc.  Groups – connect with others with similar interests  People Search  Marketplace – sell things and post jobs (like Craig’s lists)  Messages and requests – leave a message and send requests to be friends  Pages and Advertising for your business page
  13. 13.  Creating a Business Facebook Page  It is important that you have a professional presence on Facebook  Create a professional profile for yourself if you are key representative of your company AND create a business profile page (how-to video 7 min).
  14. 14.  What is Micro-Blogging?  Twitter is an example  Combination of blogging and social networking where you post short, frequent entries
  15. 15.  Creating a Twitter Account (Listen, Engage, Tweet)  You should have a Professional Twitter Account  Start a presence for your company or for your professional life  Creating a Twitter Account Video  Twitter Customization Possibilities  Using Colourlovers.com patterns and colors. You can also upload an image if you wish like your company logo. Follow Me on Twitter: @CStatz1 OR @dctcmarketing
  16. 16.  Twitter Hashtags  Definition: The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet.  Hashtags: Helping you find interesting Tweets  People use the hashtag symbol # before relevant keywords in their Tweet to categorize those Tweets to show more easily in Twitter Searches  Clicking on a hashtagged word in any message shows you all other Tweets in that category  Hashtags can occur anywhere in the Tweet  Example: In the Tweet below, @twitter added the hashtag before the phrase "thankyousteve". The word is now a link to search results for all Tweets containing "#thankyousteve" in the message. More Twitter General Symbols Video
  17. 17.  TweetDeck.com  A downloadable app that can help you organize your twitter account and help you feed tweets to you that you have direct interest in  Tweet; post to Twitter account  “Listen” to your interests you categorize  City?  Industry?  Topic, etc.?
  18. 18.  Advertising on Twitter with interest feature for segmentation
  19. 19.  Google+  Google+ Business Pages  http://www.google.com/+/business/  Video on Google+ for Business
  20. 20.  Google+  Setting Up a Google Account  Then, like Facebook, invite others to connect with you and seek out key people and companies to network with  Use setting to organize the account as you wish  Use the tools in Google+ to navigate and bring in multimedia  Then you can post and read other posts
  21. 21.  Advertising on Google
  22. 22.  Linked-In Professional Networking  You can create a Professional Personal Linked-In Account  Creating a Company or Business Linked-In account* (6 min)  STARTING ADVERTISING WITH LINKED-IN  Ten Ways to Use Linked-In  Increase your visibility.  Improve your connectability.  Improve your Google PageRank.  Enhance your search engine results.  Increase the relevancy of your job search.  Gauge the health of a company.  Gauge the health of an industry.  Ask for advice.
  23. 23.  Social Commerce – Ratings and Reviews – websites which reviews can be posted about people, businesses, products, or services.  Ratings – simply scores quality, satisfaction with purchase, popularity, etc.  Reviews - assessments with detailed comments about the object in question  Consumer opinions are very powerful  Examples of ratings and review sites  Angies List video *  ConsumerSearch  Qype  Epinions  Yelp, Inc.  Customer Lobby  ConsumerAffairs.com
  24. 24.  Media Communities  Social sites where you save, share, and comment on multimedia items.
  25. 25.  Flickr  You can show your business, product, service, customers who agree in writing to be in your marketing materials, etc.  Flickr is not just for personal use  You may want to create a business-related flickr account for your company  One of the most popular site on the Internet for sharing images  A basic account with a few collections of pictures is free  You can pay for more services advancements for small annual fee.  Each picture can have key tags and descriptions which can help with optimization.  Pictures can be viewed by everyone (public) or private
  26. 26.  Flickr Uploadr  Download the tool called Flickr Uploadr if you want easy uploading access directly from your desktop  Simply drag the picture you want to load to the “Uploadr” Creating Flickr Badges  You can create a badge or widget on flickr to place on your website or blog in order to show images from your flickr acct  Go to the “Tools” area under flickr and click on “build a badge”.
  27. 27.  Instagram – fast way to share your photos with friends and family. It’s an app!  Snap a picture, choose a filter to transform its look and feel, then post to Instagram. Share to Facebook, Twitter, and Tumblr too.  Its photo sharing, reinvented.  Owned now by Facebook
  28. 28.  Pinterest for Business. Some Suggestions:  Grow your boards and pins  Ask fans to take pictures of your products and pin it and mention your company  Add Keywords in your Pins for SEO  Link back to your own site with Pins  Pin Photos and Videos *  Add a Pinterest “Follow” and/or “Pin It” Button  Pinterest has several choices available on their goodies page.
  29. 29.  Are you wondering how your business could use Pinterest? Pinterest  Use for visually bookmarking, organizing and sharing things you love has made it a hit among individuals and businesses alike.
  30. 30.  Video Sharing  YouTube.com is one of the most popular video sharing sites  You can:  Search videos  Watch videos  Create account to upload your videos or create a “Channel” of your videos and videos you flag as your favorites to your playlist
  31. 31.  Your Public Page in Youtube is called your Channel  Customizing Your Channel Settings  Descriptions  Colors  Videos or playlist to display  NOTE: You can save videos you create as public or private. (Ex: I have created video that promotes the marketing program which is public and course descriptions which are private and the link is only given to that particular course’s students.)
  32. 32.  Embedding Videos and Galleries  Each video on YouTube has an embed code that you could copy (if allowed to share it) into your website or blog posts  You can also create a short link to share on various social media sites. Just click on the “Share” button under the image and copy and paste where needed.  If you want to embed a gallery of videos, you create a playlist on your channel and use your playlist embed code from that specific playlist to copy and paste into a website or blog, etc.
  33. 33.  Document Sharing Social Media Platforms:  Scribd – Defined as the “YOUTUBE FOR DOCUMENTS”  You can view word documents, pdf files, etc. of information posted by others  Content from static webpages, Articles, White Papers, Book excerpts, presentations  Slideshare  Slideshare presentation on Slideshare  Place your ppts, etc. for others to view
  34. 34.  Widgets and badges can:  Download information from other social media sources  Pull information from your profile from specific online communities.  Provide a link on your blog or website to your profile, page or other online information.  Integrate social media accounts into other social media accounts, websites or blogs.  Typically allow you to customize settings, preferences, appearance, and dimensions of your widget
  35. 35.  Go Mobile:  Use a service like: Wirenode QRCode (abbreviated from Quick Response Code) -trademark for a type of matrix barcode (or two-dimensional code)  Several QR generators. Example: http://qrcode.kaywa.com/  Note: To read a QR code, your mobile device like a smartphone must have an app to assist you. Mobilize DCTC blog using wirenode.com
  36. 36. Make Your Social Media Easy to Handle Using Social Media Management Tools Seemic Ping – (previously Ping.fm)  Post to Twitter, Facebook, Linkedin, Tumblr (with more to come)  Post to multiple Twitter Accounts and Facebook Pages  Schedule your posts  Select Thumbnails for attached links  Post from iPhone, iPad and Android  Create and post Groups of accounts  and so much more with even more to come! HootSuite - The leading social media dashboard to manage and measure your social networks  Manage multiple social profiles (several)  Schedule messages and tweets  Track brand mentions  Analyze social media traffic  Millions of Users
  37. 37. Allowing youto manageyour socialmedia fromone platform
  38. 38. Keywords are used in Search EngineOptimization Make a list of 20 tags: • Not too generic of terms • Name of your business • Use these keywords in your content often as possibleHint: Keywords, tags, andkey terms can mean thesame thing!
  39. 39.  How search engines work  Use web crawlers (also known as spiders or bots)  Web programs that gather information from sites and forms the search engine entries  After the bots collects the info, they classify it in indexed data that include tags and keywords derived from site content
  40. 40. Let’s Talk Key Words! What Are keywords? Why Are Keywords Important? Keywords are simply the words you use as part of your web page content. Key words are the important words in your web page copy. Keywords are important because that is what allows your customers to find your web page when they search the Internet, bringing targeted traffic to your web pages.
  41. 41.  Onsite Optimization  Tags  Keywords embedded in the page’s tags, titles, URLs and content  Meta tag: Code embedded in a web page – visible to site visitors but only by viewing the source code for the page. Use 2-3 keywords. Meta description should have 2-3 sentences that summarize the page content  Title tag – html tag that defines the page’s title, no more than 12 words with at least two key words  Heading tag – html tag should use key words  Title – headline. Load it with key words  Url – web address. Try to use key words
  42. 42.  Offsite optimization  Links from other sites – the more links to your content, the higher the ranking you will probably receive during a search engine query  Linkwheels increase the number of links back to a site  **Backlink or Trackback – other sites link back to the content
  43. 43.  Selecting Your Presence in Your Social Media  Setting your profiles  What entity will represent your business?  Will you use representatives of your company in social media?  Will you use your company name?  Will you use your product name? Note: In some social media platforms, business names cannot be used as account holders
  44. 44.  Gather Information on Your Social Media Profiles  Name of entity (business or non-profit or product)  Tag line/slogan  Short description  Long description  Website URL  Year of Founding  Mission Statement  Product list  Gender and birth date (may be required to register with some social media platforms)
  45. 45.  Gather Information on Your Social Media Profiles  Information on Representative  Bio  Gender  Birth date  Education  Activities  Retraining/Retooling  Photo
  46. 46.  Prepare Your Multimedia Items  Images  Video clips  Audio clips  Documents and Presentations  Tags/keywords and descriptions Optimizing File Names  Rename multimedia files with descriptive names before you upload them to media communities using your best tags/keywords
  47. 47.  RSS Reader  Subscribe to an RSS feed, also called aggregator  To subscribe, go to the blog, CMS, or other that you want to receive information from then find how the website sets up their feeds, which can be done differently  The Feed  A blog is an RSS feed  Content Management Systems (CMS) like Drupal and Joomla! also use RSS Feeds  Google Reader is one of the most popular web- based feed reader:  http://www.google.com/reader
  48. 48.  RSS Feeds  Blogs and Content Management Systems (CMS) platforms have built-in functionality for displaying RSS feeds.  If you are using a traditional website, you can use a service provided from companies like Google to generate code to place on your website to create an RSS feed  Generate the code; copy the code, and place in your website  Creating a blog is probably the easiest way to create an RSS Feed.
  49. 49.  Keep your content fresh  Gather existing content to use  Print articles  E-zines  Newsletters  Press releases  Media coverage  Upcoming events  Podcasting  Video clips  Gather a list of external links  Make a list of people in your industry who may be willing to contribute to your feed  Make a list of topics to create content on
  50. 50.  Options for Starting Your Blog  Start a Free Blog using WordPress.COM (Wordpress.ORG is not free), Blogger or Typepad  Starting a blog on your website  Using Wordpress.ORG to Power Your Website like Best Buy, the New York Times, People, etc. have done
  51. 51. This is oneWordPress theme:HeaderNavigation MenuMain BodySidebarsFooterSidebar Widgets Copyright 2012
  52. 52.  Static Pages  To make your blog look more like a website, you use STATIC PAGES.  They do not contain blog entries, like a website page  Static Pages can link to the navigation menu For the DCTC, AMA Collegiate Club blog, this area is static and always appears on the main landing page.
  53. 53.  Steps to Installing WordPress.com  WordPress Start Up Video! (7 min)  1. Go to WordPress.com  2. Click on “Get Started”  3. Put in a blog address. If you want to upgrade, you can or take the free one given to you. Put in a username and password. Provide an email address and choose the free option unless you want to pay to upgrade.
  54. 54.  Get Familiar With Your Dashboard!  Video on Dashboard  http://www.youtube.com/watch?v=cWV1aCl6POk
  55. 55.  Videos on WordPress to Begin Your Blog Site  We are not going to watch these; but if you want these to reference, I captured them for you below:  Selecting a WordPress Theme Video  Choosing WordPress Themes Video  Creating WordPress Page Video  Inserting an Image into WordPress Video  Creating Custom Widgets Video  Introduction to WordPress Plugins Video  Custom Menus video  Inserting an Image in WordPress video  Creating an Optimized Blog Post video  Embedding YouTube Videos video
  56. 56.  Let’s Brainstorm…Next Ask Yourselves  How could I incorporate social media marketing into my advertising and promotional plans?
  57. 57.  Let’s Brainstorm…First Think About  Team up in groups of three or four people  Do you organized strategies to promote your business?  Do you have marketing goals and established objectives to grow your business?  What are the general goals?  Do you have written specific measurable objectives?  Do you have strategies that say how your objectives will be met?  Do you have someone dedicated to do advertising, promotions, and sales on staff dedicated to retaining and growing your business?  How much time a week is spent thinking about how to promote to build business?
  58. 58.  Let’s Brainstorm…Continue to Think About  In your same teams  What advertising and promotions do you current have for your business?  Do you offer sales promotions? If so, what are your typical promotions?  Do you maintain a database for your customers?  Do you know who your top 20% of your customers are?  How do you market to these individuals?  How do you keep these customers loyal?  Do you do events at your business? (ie: open houses)  If so, how do you promote this?
  59. 59. QUESTIONS?DCTC offers a certificate and AAS degree in Social MediaMarketing:•Online courses•Day courses•Some Evening courses www.dctc.edu or 877-YES-DCTCDCTC is an equal opportunity educator and employer