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SOCIAL MARKETING
What is social marketing?
ABOUT IRINA DELGADO
Linkedin (Link)
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
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.
HOW BIG INTERNET HAS GROWN?
Internet World Stats (Link)
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
My goal for you:
Start driving traffic
to your site
THE CONVERSATION PRISM
The Conversatio Prism (link)
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
xample
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
xample
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
xample
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
xample
KEY SOCIAL MEDIA TERMS
ENGAGEMENT
People interact with the content that you
produce
Like
Recommend
Comment
Share
CONTENT | CONTEXT | HASHTAGS | SHARE | ENGAGEMENT
xample
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
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
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
APPLY WHAT YOU’VE BEEN
LEARNING

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001 what-is-social-marketing-irinadelgado

  • 1. SOCIAL MARKETING What is social marketing?
  • 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
  • 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
  • 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
  • 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
  • 17. KEY SOCIAL MEDIA TERMS ENGAGEMENT People interact with the content that you produce Like Recommend Comment Share CONTENT | CONTEXT | HASHTAGS | SHARE | ENGAGEMENT
  • 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