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Social Media Marketing Course with Laois County Enterprise Board
The document provides an overview of social media marketing. It discusses traditional media versus new social media like Facebook, Twitter, YouTube and blogs. It defines social media as media created through social interaction that transforms broadcast media into social dialogues. Various social networks and how to start with social media marketing are covered, including setting up Facebook pages and profiles on LinkedIn. Metrics on social media usage in Ireland are also presented. The topics to be covered in the workshop are outlined.
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Social Media Marketing Course with Laois County Enterprise Board
- 1. Social Media Marketing Welcome 06.02.14 Social Media Marketing ©2013 Digital Business Institute
- 2. Social Media Marketing • Breakat 11:30am to 11:45am • Lunch at 1pm – 2pm • (Work Through) Finish at 4.30pm • Slides will be made available via email © 2013 Digital Business Institute
- 3. Social Media Marketing Topics •Traditional Media • Social Media • Web Portfolio • Social Media Marketing / Conversation Marketing © 2013 Digital Business Institute
- 4. Social Media Marketing TraditionalMedia • Television • Radio • Newspaper • Professionally generated, 1 to many © 2013 Digital Business Institute
- 5. Social Media Marketing NewMedia • Facebook • Twitter • YouTube • Blog • Podcasts • Created by amateurs – Many to Many © 2013 Digital Business Institute
- 6. Social Media Marketing Whatis social media? Media created through social interaction. Social media uses Internet technology to transform broadcast media monologues (one to many) into social media dialogues (many to many). Transforming people from content consumers into content producers. © 2013 Digital Business Institute
- 7. Social Media Marketing CitizenJournalism © 2013 Digital Business Institute
- 8. Social Media Marketing SocialMedia BEFORE In the audience NOW Have an audience © 2013 Digital Business Institute
- 9. Social Media Marketing PrimarySocial Networks © 2013 Digital Business Institute
- 10. Social Media Marketing Whereto Start © 2013 Digital Business Institute
- 11. Social Media Marketing Whereto Start • • • • • • • © 2013 Digital Business Institute Connect Converse Contribute Create Customise Convince Convert
- 12. Social Media Marketing ConversationMarketing • • • • • • Join Conversations Lead Conversations Add Value Network - Network Marketing Be Controversial Establish Authority & Expert Position © 2013 Digital Business Institute
- 13. Social Media Marketing ContentMarketing • Content Creation – You message, thoughts, opinions, activity, audio, videos • Content Curation – Relevant news, events, discussions, thought leaders, videos – Mention Marketing – Google.com/Alerts | Feedly – Podcasts, Audio Books © 2013 Digital Business Institute
- 14. Social Media Marketing SocialCapital • Free Employees for Sales & Marketing • Research, Knowledge, Events • Your are just 2.5 people away from transformation • Evangelists © 2013 Digital Business Institute
- 15. Social Media Marketing Evolutionof the Web into Social Media Multi Web Presence Portfolio Customer Interaction Social Networking Blogs Text Ads Banner Ads Single Web Presence E-commerce Brochure Website © 2013 Digital Business Institute Time
- 16. Social Media Marketing SocialMedia Marketing / Conversation Marketing Social media marketing programs • attract attention • generates online conversations • encourages readers to share it with their social networks. The message spreads from user to user and presumably resonates because it is coming from a trusted source, as opposed to the brand or company itself. © 2013 Digital Business Institute
- 17. Social Media Marketing Definitionof Social Media Marketing/Networking • Getting to know people through people you know • Getting the public to spread the word © 2013 Digital Business Institute
- 18. Social Media Marketing SocialMedia Marketing / Conversation Marketing • Permission Based • Conversation Led • New people hear about you from people they trust • Online word of mouth © 2013 Digital Business Institute
- 19. Social Media Marketing SocialNetworking in Ireland • 84.2% of all Irish Internet users used social networks in December 2010. This is up 8.1% on December 2009 (Comscore) • The average Irish person spends 18 hours and 7 minutes online each month (Comscore) © 2013 Digital Business Institute
- 20. Social Media Marketing Facebookin Ireland • 77% (which is over 2 Million) of all Irish internet users use Facebook (Comscore) • That average Irish person spends 4hours 10 minutes on Facebook per month (Comscore) • Approx 900 new Facebook profiles created per day. © 2013 Digital Business Institute
- 21. Social Media Marketing Facebookin Ireland • 90% of those aged 15 – 24 years use Facebook, and two thirds of those use it every day. • 20% of those aged 55 – 64 years use Facebook, and 35% of those check their account daily. © 2013 Digital Business Institute
- 22. Social Media Marketing Twitterin Ireland • 570,000 people over the age of 15 have a Twitter account.. (Ipsos MRBI) • This figure has doubled in the past 12 months. • Primarily a networking marketing tool for business. © 2013 Digital Business Institute
- 23. Social Media Marketing LinkedInIreland • According to LinkedIn they have 1,006,960 Irish accounts on the network. • Primarily a networking marketing tool for business. © 2013 Digital Business Institute
- 24. Social Media Marketing YouTubein Ireland • In 2010 YouTube had 1.3 Million regular Irish users • It is the 2nd biggest search engine in the world • “I’ll see it on YouTube” © 2013 Digital Business Institute
- 25. Social Media Marketing Bloggingfor Business © 2013 Digital Business Institute
- 26. Social Media Marketing Introduction •A blog is a type of website • Part of an existing website e.g. News Section • Comes from the term Web Log • 200 Million Blogs © 2013 Digital Business Institute
- 27. Social Media Marketing Characteristics •Usually maintained by an individual, i.e. has character and personality • Encourages discussion, readers can leave comments • Conversational style with regular entries • Entries are called posts and sorted by date with most recent at the top © 2013 Digital Business Institute
- 28. Social Media Marketing ForBusiness • Very cost effective way to develop a web presence • Extremely easy to set up and update • Easily added to existing website • No limit to the amount or content type e.g. video © 2013 Digital Business Institute
- 29. Social Media Marketing ForBusiness • Extremely search engine friendly • Customers can subscribe • Automatically update Facebook, Twitter, and LinkedIn © 2013 Digital Business Institute
- 30. Social Media Marketing ©2013 Digital Business Institute
- 31. Social Media Marketing ©2013 Digital Business Institute
- 32. Social Media Marketing Whyblog? • Reasons outlined in previous slides • Attract and retain an audience • Network marketing • “Link Love” • Establish authority © 2013 Digital Business Institute
- 33. Social Media Marketing Whatto blog about? • Your business Regular • Your industry & • Your knowledge • Your opinions Relevant © 2013 Digital Business Institute
- 34. Social Media Marketing UsefulResources • Subscribe with Feedly • Monitor news with Google Alerts, Search.Twitter.com • technorati.com © 2013 Digital Business Institute
- 35. Social Media Marketing Technology ©2013 Digital Business Institute
- 36. Social Media Marketing It’sa long term investment so have faith...... © 2013 Digital Business Institute
- 37. Social Media Marketing ©2013 Digital Business Institute
- 38. Social Media Marketing FacebookStatistics • Launched on February 4th 2004 • 1.2 Billion Active Users • More than half access via a mobile device • 2,196,040 users in the Republic of Ireland © 2013 Digital Business Institute
- 39. Social Media Marketing AgeDistribution - ROI © 2013 Digital Business Institute
- 40. Social Media Marketing ©2013 Digital Business Institute
- 41. Social Media Marketing APersonal Profile vs. A Business Page (‘Fan’ Page) Personal Profile Business Page For people For business Approve friends Don’t have to approve Fans (Likes) No statistics Statistics on age, gender, page views FB could close page down n/a 5000 friend limit No limit for no. of fans Set privacy Public (like a website) Can’t be customised Can be customised Know (of) the person You may Like the business but not know who runs the page Can’t do an ad to a personal page Ads for business pages FREE FREE © 2013 Digital Business Institute
- 42. Social Media Marketing Settingup a Company Page Go to http://www.facebook.com/pages/ Click on Create Page © 2013 Digital Business Institute
- 43. Social Media Marketing Choosea Group © 2013 Digital Business Institute
- 44. Social Media Marketing Choosea Category Example – Local Business Choose a Category Enter Business Name Fill in Address © 2013 Digital Business Institute
- 45. Social Media Marketing ©2013 Digital Business Institute
- 46. Social Media Marketing ©2013 Digital Business Institute
- 47. Social Media Marketing ©2013 Digital Business Institute
- 48. Social Media Marketing CoverImage 851 x 315 Profile Image 180 x 180 © 2013 Digital Business Institute
- 49. Social Media Marketing CoverImage Tips •Use a branded image with strong visual impact •Use PicMonkey to create banner •Read eBook – 30 Facebook Tips in 30 Minutes © 2013 Digital Business Institute
- 50. Social Media Marketing • • • • • • • • • • About Tabs SchedulePosts Highlight Photos Promoted Posts Advertising Lists/Interests Offers Check-in/Places Ask Questions © 2013 Digital Business Institute
- 51. Social Media Marketing Facebook About ©2013 Digital Business Institute
- 52. Social Media Marketing Facebook About ©2013 Digital Business Institute
- 53. Social Media Marketing Facebook Tabs ©2013 Digital Business Institute
- 54. Social Media Marketing Facebook Tabs ©2013 Digital Business Institute
- 55. Social Media Marketing Facebook Tabs ©2013 Digital Business Institute
- 56. Social Media Marketing Facebook ScheduledPosts © 2013 Digital Business Institute
- 57. Social Media Marketing Facebook HighlightedPhotos © 2013 Digital Business Institute
- 58. Social Media Marketing Facebook PromotedPosts © 2013 Digital Business Institute
- 59. Social Media Marketing Facebook Advertising •Target based on age, gender, location, marital status, – Parents with newborns, interests, FRIENDS OF LIKES • • • • • • Target approx. 100,000 people Co-op with other business pages Use pretty faces Use Yellow Bid one cent higher that PPC Price Change after 2 weeks © 2013 Digital Business Institute
- 60. Social Media Marketing Facebook InterestLists © 2013 Digital Business Institute
- 61. Social Media Marketing Facebook InterestLists © 2013 Digital Business Institute
- 62. Social Media Marketing Facebook InterestLists TIP: Share some items on to your business page. The business page you share will see that your business page ‘shared’. © 2013 Digital Business Institute
- 63. Social Media Marketing Facebook Offers ©2013 Digital Business Institute
- 64. Social Media Marketing Facebook Offers •You have to pay to promote • Claimed offers will be seen by the friends of those who claimed them © 2013 Digital Business Institute
- 65. Social Media Marketing Facebook CheckIn 1. Register 2. Reward © 2013 Digital Business Institute 3. Result
- 66. Social Media Marketing Facebook CheckIn Result © 2013 Digital Business Institute
- 67. Social Media Marketing Facebook CheckIn Result © 2013 Digital Business Institute
- 68. Social Media Marketing Facebook Questions ©2013 Digital Business Institute
- 69. Social Media Marketing Tips •Don’t sell • Add Value – Tips, Ideas, Advice, Knowledge, How-to Videos, News Articles from other sites • • • • Have Fun Make a list of items to write about Update 4 times a week Like other Pages from your Business Page © 2013 Digital Business Institute
- 70. Social Media Marketing ©2013 Digital Business Institute
- 71. Social Media Marketing Settingthe scene •Professional network (as opposed to a social network) •Over 75 million members in over 200 countries •Over 1,000,000 members in Ireland •A new member joins LinkedIn approximately every second •Approx 50% of members are outside the U.S. •Executives from all Fortune 500 companies are LinkedIn members © 2013 Digital Business Institute
- 72. Social Media Marketing v ©2013 Digital Business Institute
- 73. Social Media Marketing LinkedIn Facebook ProfessionalNetworking Social Networking CV Everything but Business to Business Business to Consumer Strategic Connections New Customers More about the person More about the company FREE (you can pay for upgrade) FREE Buy Advertising (New) Buy Advertising © 2013 Digital Business Institute
- 74. Social Media Marketing Facebookis for people you know LinkedIn is for people you want to know © 2013 Digital Business Institute
- 75. Social Media Marketing Gettingto know people through people you know © 2013 Digital Business Institute
- 76. Social Media Marketing It’sa detailed digital business card that •Is easily updated •Doesn’t get lost •Reappears with updated information •Can be easily shared by others •People keep even if your job doesn’t © 2013 Digital Business Institute
- 77. Social Media Marketing ©2013 Digital Business Institute
- 78. Social Media Marketing ©2013 Digital Business Institute
- 79. Social Media Marketing ©2013 Digital Business Institute
- 80. Social Media Marketing ©2013 Digital Business Institute
- 81. Social Media Marketing ©2013 Digital Business Institute
- 82. Social Media Marketing ©2013 Digital Business Institute
- 83. Social Media Marketing ©2013 Digital Business Institute
- 84. Social Media Marketing ©2013 Digital Business Institute
- 85. Social Media Marketing Gettingto know people................. © 2013 Digital Business Institute
- 86. Social Media Marketing .......through people you know. © 2013 Digital Business Institute
- 87. Social Media Marketing ©2013 Digital Business Institute
- 88. Social Media Marketing Whereto start • Set up a profile • Start local - Join Leitrim Business Network Group • Search for people you know are on LinkedIn (past colleagues) • Email people / add to email signature / business card • Join / contribute to related Groups • Find prospects • Find a new market • Ask questions / contribute to the answers © 2013 Digital Business Institute
- 89. Social Media Marketing 5Tips • Increase your visibility by adding connections • Install Microsoft Outlook Add-on • Have a comprehensive profile • Make you page public to improve your Google PageRank • Include links to your website, blog and Twitter account • Seek out new prospects • Assign time to this every week – ½ hour will do a lot © 2013 Digital Business Institute
- 90. Social Media Marketing ©2013 Digital Business Institute
- 91. Social Media Marketing Whatis Twitter? • Social Network & Professional Network • Micro-blogging – Status Updates • Post messages of up to 140 characters known as Tweets • You can restrict who can see your Tweets – mostly open access • Messages are displayed on your profile which people can then follow (known as followers) © 2013 Digital Business Institute
- 92. Social Media Marketing ©2013 Digital Business Institute
- 93. Social Media Marketing THANKYOU johnny@digitalbusinessinstitute.com Q&A © 2013 Digital Business Institute