Social Media Marketing
Dr. Salah ElKashef
Social Media Marketing
The new way of doing the
unexpected
Agenda
• Why is Social Media Important?
• Social Media State of Mind
• 3 Types of Social Media
• Proof it!
• Strategize
• ...
What is Social Media?
• Wikipedia:
– “Social media is an umbrella term that defines the
various activities that integrate ...
Social Media is Inbound Marketing
• Social Media helps with SEO
• Social Media promotes your Blog
• Social Media is Permis...
Agenda
• Why is Social Media Important?
Social Media State of Mind
• 3 Types of Social Media
• Proof it!
• Strategize
• G...
“I’m 48. I don’t understand
this Social Media stuff.”
• Similar to a business
cocktail reception
• Without constraints
of ...
Business Cocktail Party Advice
• Meet people and start conversations
• Answer questions – help others
• Ask questions – tr...
Social Media = Cocktail Party
• Become a real member of the community
• Add value to the community
– Ask and answer questi...
Agenda
• Why is Social Media Important?
• Social Media State of Mind
3 Types of Social Media
• Proof it!
• Strategize
• G...
Social Media: Publish
• Everyone can publish anything for everyone
Marketing Tips for SM-Publish
• Publish: “Everything you have anywhere you
can”
• Monitor what others publish, promote it
...
Social Media: Share
• Anyone can promote anything to everyone
Marketing Tips for SM-Share
• Monitor what’s being shared about you
• Find where your audience hangs out
• Promote your co...
Social Media: Network
• Anyone can connect with everyone from
anywhere
Marketing Tips for SM-Network
• Make friends
– Find your existing connections
– Network through groups
– Add to your email...
Agenda
• Why is Social Media Important?
• Social Media State of Mind
• 3 Types of Social Media
Proof it!
• Strategize
• G...
Online competitive intelligence service
Compete.com Study
• The top three social networks—Facebook,
Twitter, and LinkedIn—...
Online competitive intelligence service
Compete.com Study
• As of this writing, Google and Yahoo are the
only websites tha...
Online competitive intelligence service
Compete.com Study
• In fact, if Facebook were a country, it would be
the world’s f...
Online competitive intelligence service
Compete.com Study
• The most recent count of blogs being indexed
by Technorati cur...
Online competitive intelligence service
Compete.com Study
• It’s been reported that YouTube is likely to
serve more than 7...
Online competitive intelligence service
Compete.com Study
• The online photo sharing site Flickr now hosts
more than 3.6 b...
Agenda
• Why is Social Media Important?
• Social Media State of Mind
• 3 Types of Social Media
• Proof it!
Strategize
• G...
An integrated social media strategy
• Do you want to spread your content and expertise to new audiences?
• Do you want to ...
Agenda
• Why is Social Media Important?
• Social Media State of Mind
• 3 Types of Social Media
• Proof it!
• Strategize
G...
FACEBOOK
For Business
Business Goals for Using Facebook
• Get found by people who are searching for
your products or services
• Connect and enga...
Setting Up Your Facebook Profile
• Personal Accounts vs. Business Accounts
Business Pages Vs Personal Profiles
• Pages allow you to designate multiple
administrators, so that you can have multiple
...
Business Pages Vs Personal Profiles
• Pages are, by default, public and will start
ranking in Facebook and public search r...
Business Pages Vs Personal Profiles
• Pages are split into different categories (local
businesses, brands, musicians) that...
Business Pages Vs Personal Profiles
• Personal profiles have friends, which require
mutual acceptance, whereas anyone can
...
A TOUR OF THE FACEBOOK USER
HOMEPAGE
Facebook Tour
SIGN UP FOR AN ACCOUNT.
Step 1
EDIT YOUR PROFILE
Step 2
JOIN NETWORKS
Step 3
CONNECT WITH FRIENDS
Step 4
SHARE INFORMATION
Step 5
USE APPLICATIONS
(FACEBOOK.COM/APPLICATIONS)
Step 6
SET UP A PAGE
Step 7
ENGAGE A PAGE (TABS &
APPLICATIONS)
Step 8
MEASURE PAGE ACTIVITY
(INSIGHTS)
Step9
PROMOTE A PAGE (SUGGEST &
ADS)
Step10
DEVELOP AND PROMOTE A WINNING
PAGE FOR YOUR COMPANY ON THE
FACEBOOK
Competition
11
• Largest Number of Fans
22
• More Than...
Agenda
• Why is Social Media Important?
• Social Media State of Mind
• 3 Types of Social Media
• Proof it!
• Strategize
G...
TWITTER
For Business
What is Twitter?
"Twitter is a service for friends, family, and
co–workers to communicate and stay
connected through the e...
Business Opportunities using Twitter
• Develop and promote a brand
• Interact with a customer base
• Track what people are...
CREATE A PROFILE
Step 1
FOLLOW PEOPLE “SELECT
CAREFULLY”
Step 2
CREATE A CUSTOM BACKGROUND
(WWW.TWITRBACKGROUNDS.COM)
Step 2
SEARCH AND FOLLOW
Step 3
ENGAGE
Step 4
USE TWITTER TOOLS (GOOGLE
SEARCH)
Step 5
What To Do?
• Tweet
• Retweet
• Follow
• Reply
Engage your followers
• Your tweets have to offer value
• Link wisely helpful links
• Quotes can be inspiring but not all ...
WATCH YOUR PROGRESS
WWW.TWITTERANALYZER.COM
Measure Twitter Analytics
TWITTERDECK
Automate Your Twitter Experience
DEVELOP AND PROMOTE A WINNING
BUSINESS PROFILE FOR YOUR
COMPANY ON TWITTER
Competition
11
• Largest Number of Followers
22...
Agenda
• Why is Social Media Important?
• Social Media State of Mind
• 3 Types of Social Media
• Proof it!
• Strategize
G...
DOCUMENT SHARING SITES
Sharing Documents With/Against
NO YES
Leading Document Sharing Sites
Slideshare.netSlideshare.net
Docstoc.comDocstoc.com
Scribd.comScribd.com
What to Share?
Marketing
Material
• Brochures
• Posters
Industry
References
• Researches
• Events’
Presentations
Product
R...
COLLECT THE DOCUMENTS
CONVERT THEM TO PDF
Step 1
CREATE A “BUSINESS” PROFILE
Step 2
UPLOAD TO SCRIBD.COM
Step 3
UPLOAD TO SLIDESHARE.NET
Step 4
UPLOAD TO DOCSTOC.COM
Step 5
PUT LINKS OF YOUR DOCUMENT
SHARING SITES TO YOUR FACEBOOK
PAGE
Step 6
SPREAD THE LINKS OF DOCUMENTS
UPLOADED TO FACEBOOK AND
TWITTER
Step 7
Agenda
• Why is Social Media Important?
• Social Media State of Mind
• 3 Types of Social Media
• Proof it!
• Strategize
G...
LINKEDIN
For Business
Tip / Fact #1:Tip / Fact #1:
What is ?What is ?
Wikipedia Defines it as: a businessWikipedia Defines it as: a business--or...
Tip / Fact #2:Tip / Fact #2:
Why Should I Care?Why Should I Care?
It’s a networking tool withIt’s a networking tool with >...
Tip / Fact #3:Tip / Fact #3:
Types of People on LinkedInTypes of People on LinkedIn
Average Age:Average Age: 4141 years ol...
Tip / Fact #4: Decision MakersTip / Fact #4: Decision Makers
Are on LinkedInAre on LinkedIn
30.3%30.3% of users are decisi...
CREATE A “BUSINESS” PROFILE
Step 1
ADD CONNECTIONS (NETWORKING)
Step 2
MAKE/GET RECOMMENDATIONS
Step 3
FIND A GROUP/ENGAGE IN GROUPS
Step 4
POST COMPANY PROFILE/FOLLOW
COMPANIES
Step 5
GET ENGAGED (APPLICATIONS)
Step 6
DEVELOP AND PROMOTE A WINNING
BUSINESS PROFILE FOR YOUR
COMPANY ON LINKEDIN
Competition
11
• Largest Number of Connections...
Agenda
• Why is Social Media Important?
• Social Media State of Mind
• 3 Types of Social Media
• Proof it!
• Strategize
G...
YOUTUBE
For Business
What is Youtube?
?
What to Upload?
• Product showcases & Demos
• How-to & Expert advice
• Case studies & Editorial support
• Conferences / Ev...
Create Successful Youtube Channel
• Upload recordings of presentations you’ve
given, to demonstrate authority and public
s...
Create Successful Youtube Channel
• Engage with the YouTube community by
leaving comments and uploading video
responses to...
Create Successful Youtube Channel
• Choose a user name that reflects your brand
for your channel URL.
• Add your channel U...
Create Successful Youtube Channel
• Put together a creative video explaining your
product or service.
• Show your product ...
Create Successful Youtube Channel
• Take viewers on a tour of your offices and city to help
them feel connected with you.
...
PREPARE A RECORDING
Step 1
CREATE A BUSINESS PROFILE
Step 2
ADJUST SETTINGS
Step 3
REVIEW AND COMMENT ON
OTHERS’ VIDEOS
Step 4
LEVERAGE CHANNEL ON
FACEBOOK, LINKEDIN & TWITTER
Step 5
GET INVOLVED: SUBSCRIBE TO
OTHERS’ CHANNELS
Step 6
GET INSIGHT: ANALYZE YOUR
CHANNEL’S PERFORMANCE
Step 7
DEVELOP AND PROMOTE A WINNING
BUSINESS CHANNEL FOR YOUR
COMPANY ON YOUTUBE
Competition
11
• Largest Number of Subscribers
...
Thank You
Social Media Marketing Course
Social Media Marketing Course
Social Media Marketing Course
Social Media Marketing Course
Social Media Marketing Course
Social Media Marketing Course
Social Media Marketing Course
Social Media Marketing Course
Social Media Marketing Course
Social Media Marketing Course
Social Media Marketing Course
Social Media Marketing Course
Social Media Marketing Course
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Social Media Marketing Course

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Social Media Marketing Course delivered by Dr. Salah ElKashef to help business professionals sell, brand and market their businesses over the Internet using Social Media.

Social Media Marketing Course

  1. 1. Social Media Marketing Dr. Salah ElKashef
  2. 2. Social Media Marketing The new way of doing the unexpected
  3. 3. Agenda • Why is Social Media Important? • Social Media State of Mind • 3 Types of Social Media • Proof it! • Strategize • Getting Started
  4. 4. What is Social Media? • Wikipedia: – “Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures.” • Mike Volpe: – “It’s media (content that is published) with a social (anyone can add to it) component.”
  5. 5. Social Media is Inbound Marketing • Social Media helps with SEO • Social Media promotes your Blog • Social Media is Permission Centric • The conversation has already started…
  6. 6. Agenda • Why is Social Media Important? Social Media State of Mind • 3 Types of Social Media • Proof it! • Strategize • Getting Started
  7. 7. “I’m 48. I don’t understand this Social Media stuff.” • Similar to a business cocktail reception • Without constraints of time or space
  8. 8. Business Cocktail Party Advice • Meet people and start conversations • Answer questions – help others • Ask questions – trust others’ advice
  9. 9. Social Media = Cocktail Party • Become a real member of the community • Add value to the community – Ask and answer questions • More effective than live cocktail parties – No boundaries of time or space – Other people can listen in easily
  10. 10. Agenda • Why is Social Media Important? • Social Media State of Mind 3 Types of Social Media • Proof it! • Strategize • Getting Started
  11. 11. Social Media: Publish • Everyone can publish anything for everyone
  12. 12. Marketing Tips for SM-Publish • Publish: “Everything you have anywhere you can” • Monitor what others publish, promote it • Empower your customers to publish
  13. 13. Social Media: Share • Anyone can promote anything to everyone
  14. 14. Marketing Tips for SM-Share • Monitor what’s being shared about you • Find where your audience hangs out • Promote your content and other content • Produce content your audience will love
  15. 15. Social Media: Network • Anyone can connect with everyone from anywhere
  16. 16. Marketing Tips for SM-Network • Make friends – Find your existing connections – Network through groups – Add to your email signature, blog articles, bio or profile… • Be helpful – Answer questions – Share interesting content – Make connections
  17. 17. Agenda • Why is Social Media Important? • Social Media State of Mind • 3 Types of Social Media Proof it! • Strategize • Getting Started
  18. 18. Online competitive intelligence service Compete.com Study • The top three social networks—Facebook, Twitter, and LinkedIn—collectively received more than 2.5 billion visits in the month of September 2009 alone. Twitter grew by more than 600% in 2009, while Facebook grew by 210% and LinkedIn by 85%.
  19. 19. Online competitive intelligence service Compete.com Study • As of this writing, Google and Yahoo are the only websites that receive more daily traffic than Facebook. Current trends suggest that may not last much longer.
  20. 20. Online competitive intelligence service Compete.com Study • In fact, if Facebook were a country, it would be the world’s fourth largest.
  21. 21. Online competitive intelligence service Compete.com Study • The most recent count of blogs being indexed by Technorati currently stands at 133 million. The same report also revealed that, on average, 900,000 blog posts are created within a single 24-hour period.
  22. 22. Online competitive intelligence service Compete.com Study • It’s been reported that YouTube is likely to serve more than 75 billion video streams to around 375 million unique visitors during 2009.
  23. 23. Online competitive intelligence service Compete.com Study • The online photo sharing site Flickr now hosts more than 3.6 billion user images.
  24. 24. Agenda • Why is Social Media Important? • Social Media State of Mind • 3 Types of Social Media • Proof it! Strategize • Getting Started
  25. 25. An integrated social media strategy • Do you want to spread your content and expertise to new audiences? • Do you want to network with like-minded individuals and companies? • Do you want to involve your customers and prospects in co-creation? • Do you want to automate the process of repurposing content? • Do you want to reach new audiences in the exact way they choose to communicate? • Do you want to be seen as a thought leader in your industry? • Do you want ways to aggregate and filter content so you and your people can digest it? • Do you want to easily hear literally everything that’s being said online about your brand, products, or industry in real time? • Do you want to be seen as a trusted source of information?
  26. 26. Agenda • Why is Social Media Important? • Social Media State of Mind • 3 Types of Social Media • Proof it! • Strategize Getting Started
  27. 27. FACEBOOK For Business
  28. 28. Business Goals for Using Facebook • Get found by people who are searching for your products or services • Connect and engage with current and potential customers • Create a community around your business • Promote other content you create, including webinars, blog articles, or other resources
  29. 29. Setting Up Your Facebook Profile • Personal Accounts vs. Business Accounts
  30. 30. Business Pages Vs Personal Profiles • Pages allow you to designate multiple administrators, so that you can have multiple people help manage the account, and if one of your administrators leaves the company, you can still have control over the Page.
  31. 31. Business Pages Vs Personal Profiles • Pages are, by default, public and will start ranking in Facebook and public search results.
  32. 32. Business Pages Vs Personal Profiles • Pages are split into different categories (local businesses, brands, musicians) that help you get listed in more relevant search results.
  33. 33. Business Pages Vs Personal Profiles • Personal profiles have friends, which require mutual acceptance, whereas anyone can become a fan of your Page without first going through administrator approval.
  34. 34. A TOUR OF THE FACEBOOK USER HOMEPAGE Facebook Tour
  35. 35. SIGN UP FOR AN ACCOUNT. Step 1
  36. 36. EDIT YOUR PROFILE Step 2
  37. 37. JOIN NETWORKS Step 3
  38. 38. CONNECT WITH FRIENDS Step 4
  39. 39. SHARE INFORMATION Step 5
  40. 40. USE APPLICATIONS (FACEBOOK.COM/APPLICATIONS) Step 6
  41. 41. SET UP A PAGE Step 7
  42. 42. ENGAGE A PAGE (TABS & APPLICATIONS) Step 8
  43. 43. MEASURE PAGE ACTIVITY (INSIGHTS) Step9
  44. 44. PROMOTE A PAGE (SUGGEST & ADS) Step10
  45. 45. DEVELOP AND PROMOTE A WINNING PAGE FOR YOUR COMPANY ON THE FACEBOOK Competition 11 • Largest Number of Fans 22 • More Than One Type of Contents/Applications 33 • Insights Analysis Report
  46. 46. Agenda • Why is Social Media Important? • Social Media State of Mind • 3 Types of Social Media • Proof it! • Strategize Getting Started
  47. 47. TWITTER For Business
  48. 48. What is Twitter? "Twitter is a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?"
  49. 49. Business Opportunities using Twitter • Develop and promote a brand • Interact with a customer base • Track what people are saying about a company and its brand • Create buzz around upcoming events • Promote other created content, including webinars, blogs • Develop direct relationships with bloggers and journalists for potential PR placement
  50. 50. CREATE A PROFILE Step 1
  51. 51. FOLLOW PEOPLE “SELECT CAREFULLY” Step 2
  52. 52. CREATE A CUSTOM BACKGROUND (WWW.TWITRBACKGROUNDS.COM) Step 2
  53. 53. SEARCH AND FOLLOW Step 3
  54. 54. ENGAGE Step 4
  55. 55. USE TWITTER TOOLS (GOOGLE SEARCH) Step 5
  56. 56. What To Do? • Tweet • Retweet • Follow • Reply
  57. 57. Engage your followers • Your tweets have to offer value • Link wisely helpful links • Quotes can be inspiring but not all the time • Be yourself, add humor • RT others important tweets, copy their tweets and add RT in front of the tweet • Answer your Direct messages DM • Thank whoever mentions you (To check that click on @yourname) • Don’t use automated direct messages they feel spammy
  58. 58. WATCH YOUR PROGRESS WWW.TWITTERANALYZER.COM Measure Twitter Analytics
  59. 59. TWITTERDECK Automate Your Twitter Experience
  60. 60. DEVELOP AND PROMOTE A WINNING BUSINESS PROFILE FOR YOUR COMPANY ON TWITTER Competition 11 • Largest Number of Followers 22 • Largest Number of Tweets and RT 33 • Twitter Analytics Results
  61. 61. Agenda • Why is Social Media Important? • Social Media State of Mind • 3 Types of Social Media • Proof it! • Strategize Getting Started
  62. 62. DOCUMENT SHARING SITES
  63. 63. Sharing Documents With/Against NO YES
  64. 64. Leading Document Sharing Sites Slideshare.netSlideshare.net Docstoc.comDocstoc.com Scribd.comScribd.com
  65. 65. What to Share? Marketing Material • Brochures • Posters Industry References • Researches • Events’ Presentations Product References • Brochures • Newsletters Think of YOUR strategy…Before Sharing…Think of YOUR strategy…Before Sharing… Convert All Documents to PDF to protect themConvert All Documents to PDF to protect them
  66. 66. COLLECT THE DOCUMENTS CONVERT THEM TO PDF Step 1
  67. 67. CREATE A “BUSINESS” PROFILE Step 2
  68. 68. UPLOAD TO SCRIBD.COM Step 3
  69. 69. UPLOAD TO SLIDESHARE.NET Step 4
  70. 70. UPLOAD TO DOCSTOC.COM Step 5
  71. 71. PUT LINKS OF YOUR DOCUMENT SHARING SITES TO YOUR FACEBOOK PAGE Step 6
  72. 72. SPREAD THE LINKS OF DOCUMENTS UPLOADED TO FACEBOOK AND TWITTER Step 7
  73. 73. Agenda • Why is Social Media Important? • Social Media State of Mind • 3 Types of Social Media • Proof it! • Strategize Getting Started
  74. 74. LINKEDIN For Business
  75. 75. Tip / Fact #1:Tip / Fact #1: What is ?What is ? Wikipedia Defines it as: a businessWikipedia Defines it as: a business--orientedoriented socialsocial networking sitenetworking site founded in December 2002 andfounded in December 2002 and launched in May 2003 mainly used forlaunched in May 2003 mainly used for professionalprofessional networkingnetworking. As of February 2009, it had more than. As of February 2009, it had more than 3535 millionmillion registered users, spanningregistered users, spanning 170170 industries.industries.
  76. 76. Tip / Fact #2:Tip / Fact #2: Why Should I Care?Why Should I Care? It’s a networking tool withIt’s a networking tool with >35>35 million usersmillion users •• Traffic generatorTraffic generator •• Research toolResearch tool •• It’s your bio for the world to seeIt’s your bio for the world to see
  77. 77. Tip / Fact #3:Tip / Fact #3: Types of People on LinkedInTypes of People on LinkedIn Average Age:Average Age: 4141 years oldyears old Household Income:Household Income: $109,703$109,703** *vs. US Median of*vs. US Median of $50,200$50,200
  78. 78. Tip / Fact #4: Decision MakersTip / Fact #4: Decision Makers Are on LinkedInAre on LinkedIn 30.3%30.3% of users are decision makersof users are decision makers 8%7%16% 69% C-Level Executives EVP/SVP Senior Management Other
  79. 79. CREATE A “BUSINESS” PROFILE Step 1
  80. 80. ADD CONNECTIONS (NETWORKING) Step 2
  81. 81. MAKE/GET RECOMMENDATIONS Step 3
  82. 82. FIND A GROUP/ENGAGE IN GROUPS Step 4
  83. 83. POST COMPANY PROFILE/FOLLOW COMPANIES Step 5
  84. 84. GET ENGAGED (APPLICATIONS) Step 6
  85. 85. DEVELOP AND PROMOTE A WINNING BUSINESS PROFILE FOR YOUR COMPANY ON LINKEDIN Competition 11 • Largest Number of Connections 22 • Highest Number of “used” Applications 33 • Participation in Groups, Q&A
  86. 86. Agenda • Why is Social Media Important? • Social Media State of Mind • 3 Types of Social Media • Proof it! • Strategize Getting Started
  87. 87. YOUTUBE For Business
  88. 88. What is Youtube? ?
  89. 89. What to Upload? • Product showcases & Demos • How-to & Expert advice • Case studies & Editorial support • Conferences / Events • Thought leadership
  90. 90. Create Successful Youtube Channel • Upload recordings of presentations you’ve given, to demonstrate authority and public speaking skills. • Share slides from presentations that weren’t recorded. • Create short videos of valuable tips of interest to your clients and prospects to show off your expertise. • Conduct an interview with an expert.
  91. 91. Create Successful Youtube Channel • Engage with the YouTube community by leaving comments and uploading video responses to videos on topics related to your business or industry. • Record an important meeting to share with employees, shareholders and others, as appropriate.
  92. 92. Create Successful Youtube Channel • Choose a user name that reflects your brand for your channel URL. • Add your channel URL to marketing collateral and social network profiles. • Post customer video testimonials to add to your credibility. • Put together a creative video explaining your product or service.
  93. 93. Create Successful Youtube Channel • Put together a creative video explaining your product or service. • Show your product in action using movie trailer-style: fast, creative and catchy. • Show the results of someone using your services. • Promote your events using recordings of previous events. • Introduce your staff to add authenticity.
  94. 94. Create Successful Youtube Channel • Take viewers on a tour of your offices and city to help them feel connected with you. • Ask others to use your product in their videos (like product placement in movies) and cross-promote each other. • Post links to your videos on various social networks. • Study your channel’s performance with the integrated Google Analytics and YouTube Insight to make the most of your videos. • Display company information in every video including name, URL, phone number and email address.
  95. 95. PREPARE A RECORDING Step 1
  96. 96. CREATE A BUSINESS PROFILE Step 2
  97. 97. ADJUST SETTINGS Step 3
  98. 98. REVIEW AND COMMENT ON OTHERS’ VIDEOS Step 4
  99. 99. LEVERAGE CHANNEL ON FACEBOOK, LINKEDIN & TWITTER Step 5
  100. 100. GET INVOLVED: SUBSCRIBE TO OTHERS’ CHANNELS Step 6
  101. 101. GET INSIGHT: ANALYZE YOUR CHANNEL’S PERFORMANCE Step 7
  102. 102. DEVELOP AND PROMOTE A WINNING BUSINESS CHANNEL FOR YOUR COMPANY ON YOUTUBE Competition 11 • Largest Number of Subscribers 22 • Largest Number of Comments on others’ videos 33 • Youtube Insight Results
  103. 103. Thank You

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