Presentation for Santee Workshop

1. SOCIAL MARKETING
What is social marketing?

2. ABOUT IRINA DELGADO
Linkedin (Link)

3. Session
1. Course Presentation (10min)
2. Social Marketing (1.40hr)
• 1.1 Definitions
• 1.2 Overview
– 1.2.1 Content
– 1.2.2 Context
– 1.2.3 Hashtags
– 1.2.4 Share
– 1.2.5 Engagement
• 1.3 More demand Social Media
channels
– 1.3.1 Facebook
– 1.3.2 Twitter
– 1.3.4 Instagram
3. How to create a social media branding
strategy from scratch? (2.40hr)
• 2.1 Create a social media brand
persona guide
• 2.2 Decide the kind of content for each
social media platform
• 2.3 Create a plan with a content
calendar
• 2.4 Automate & Execute
• 2.5 Take care of the tactical aspects
– 2.5.1 Define your target audience
– 2.5.2 Assign tools and team
– 2.5.3 How you handle criticism?
3. Conclusions and closure (10min)
*Evaluations: middle, final and satisfaction survey

4. GENERAL OBJECTIVE
Participants can acquire the basic knowledge of
marketing in social media, so they can execute
strategies to increase their sales index of their
personal brand, company or business.

5. HOW BIG INTERNET HAS GROWN?
Internet World Stats (Link)

6. Social media marketing is the process of
creating content that is tailored to the
context of each individual social plataform,
in order to drive user engagement and
sharing.
– Neil Patel

7. My goal for you:
Start driving traffic
to your site

8. THE CONVERSATION PRISM
The Conversatio Prism (link)

9. KEY SOCIAL MEDIA TERMS
CONTENT
Whatever you are posting, in different forms:
Text: Tweet, Facebook status update
Video: Video on Vine,
Photo: Photo on instagram
Any interaction: Pin something on a board in
Pinterest
CONTENT | CONTEXT | HASHTAGS | SHARE | ENGAGEMENT

10. xample

11. KEY SOCIAL MEDIA TERMS
CONTEXT
Put your content in the right place.
“If content is king, Context is god”
-Gary Vaynerchuk
Choose your channels.
CONTENT | CONTEXT | HASHTAGS | SHARE | ENGAGEMENT

12. xample

13. KEY SOCIAL MEDIA TERMS
HASHTAGS
Is a very common form used to add meta information on
almost all social media channels.
– Twitter
– Facebook
– Instagram
– Vine
– Pinterest
 Make your content easily discoverable and more likely
to be shared
CONTENT | CONTEXT | HASHTAGS | SHARE | ENGAGEMENT

14. xample

15. KEY SOCIAL MEDIA TERMS
SHARE
Is the currency of the social media world.
Is all that matters.
A tool to measure shares is Buzzsumo.
CONTENT | CONTEXT | HASHTAGS | SHARE | ENGAGEMENT

16. xample

17. KEY SOCIAL MEDIA TERMS
ENGAGEMENT
People interact with the content that you
produce
Like
Recommend
Comment
Share
CONTENT | CONTEXT | HASHTAGS | SHARE | ENGAGEMENT

18. xample

19. FACEBOOK
History
Founded in a Boston dorm room in
2004 and originally only accessible to
Harvard students. And opened to
everyone in 2006.
It offers marketers the most data and
the most targeted ads.
Example: Ads in Facebook
Content
– Images
– Text post
– Videos
Context
Integrate it into the platform as
much as possible
“Try to keep your user on the
platform as long as possible”
People trust Facebook and they
don’t want to leave the comfort of
“their home”.
Example: Video integration and
more

20. TWITTER
History
Founded by a board member
of a podcasting company Odeo
and undergraduate student
from NYU. Released in 2006.
Introduce as a SMS service.
The most successful
microblogging social media
platform.
Example: Twitter engagement.
Content
 Tweets
 Share
 Links
 RT
 Likes
 Videos, live videos
 Moments
Context
140 characters

21. INSTAGRAM
History
Began development in San
Francisco by Burbn
company employees and
Stanford graduates.
Release in 2010.
Content
 Pictures
Context
The highest engagement
rate in pictures
Use of hashtags
Use of filters

22. APPLY WHAT YOU’VE BEEN
LEARNING