Soumen Chatterjee


Inbound Marketing: Concept and Strategy
SALES

Getting Products On The Shelf

MARKETING

Getting Products Off The Shelf


Pushing out content to people



Through TV ads, billboards, push-based
emails, telephone calls



No way to target a...







91% of email users have unsubscribed from a
company email they previously opted into
84% of 25-34 year olds ha...
- David Meerman Scott




Pioneered by Brian Halligan, founder of
HubSpot
Based on the principles of creating content
and aligning it with cu...


Four parts of the strategy:
1. Attract
2. Convert

3. Close
4. Delight







Blogging- Creating great content that speaks to
people and answers their questions
Social Media- Engage with pr...


World’s Top Blogs
 www.huffingtonpost.com
 www.buzzfeed.com

 www.theverge.com



Top Bloggers
 Richard Branson, J...







Sachin Tendulkar – 11 million likes
Justin Bieber – 57 million likes
Harry Potter – over 66 million likes
Coc...







Calls-to-Action- Buttons or links that encourage
visitors to take action, which can generate leads
Landing Page...



Lead Scoring- Keep track of sales-readiness
of your leads
Email- Build trust through a series of emails
focused on us...





Smart Content- These present different users
with offers that change based on buyer
persona and lifecycle stage.
S...


Inbound Marketing Tools: Blogs, Podcasts,
Video, eBooks, eNewsletters, Whitepapers,
Webinars, SEO, SMM, Content Marketi...


Discussion or Info Sites



Posts in reverse chronological order



Multi Author Blogs



The rise of micro-blogging


Since 2006



30 Member Team



Personal Bios



Video, Podcasts and Posts



Easily shareable


A type of Digital Media with an episodic
series of video, audio, PDF, etc.



Check out www.theverge.com for the best
...








Seminars on the web
Provides live webcast
Provides a window for live chatting –
questions can be typed alongs...





SEO or Search Engine Optimization is a
combination of strategies and techniques to
attract traffic to websites
Key...


Inbound Marketing: The Five Stage Process
1.

Attract Traffic

2.

Convert Visitors to Leads

3.

Convert Leads to Sales

4.

Turn customers to repeat higher margin...
Create

Optimize

Promote


Website



Content
 Landing Pages
 Whitepapers
 Videos
 Social Media Accounts


Visibility through SEO



Easily shareable through SMO



A/B Testing of the website


Campaigns
 Social Media
 PPC

 Email


UVPs



CTAs



Advanced Content


Joint Marketing and Sales Effort



Strategically written lead nurturing emails



Properly timed warm calling



Sh...


Which content produces the best results?



Best Time in Funnel to deliver content



Multiple-channel delivery


What works?



What could be improved?


Personal branding and Technology, Benefits
of Networking


A brand is a set of mental associations, held
by the consumer, which add to the perceived
value of a product or service...


Product Brand



Corporate Brand



Personal Brand


Characteristics of a Personal Brand
 Knowledge / Skills / Abilities
 Consistency
 Uniqueness

 Likable
 Memorable
…because people like to deal with people they:
 Know
 Like

 Trust





Add skills
Showcase skills
Build the right network
Make Your Own Career Path



Who wants to know more about you...


Position yourself as a Trustworthy Expert
 Trustworthy: recommendations and network
 Expert: range and depth of work





LinkedIn – around 200 million users
Viadeo – around 55 million
XING – around 14 million
Wisestep.com, Hall.com et...


Five Fundamental Principles of Networking


Create win/win situations for long term
relationships



Give more than you get without focusing on
what you will get ...


If you don’t share with other
people, they won’t keep
doing things for you



If you don’t ask, you get the
feeling th...


You never know who your connections know!



The second degree is far bigger than your
immediate one
 Can bring in mo...


Quality scores over Quantity in your Network
 100 strong and relevant connections could be

more important than 10,000...


Given 2 people with same
skill level, you would
prefer dealing with one
you like more



Given 2 people you like
the s...


LinkedIn and Its benefits


Largest Online Professional Network



256 Million Registered Users



20 Languages



91 Million in USA, 23 Million...
LinkedIn
Experience

Network

Power






People
Jobs
Companies
Groups
Universities
Benefit
Identifying the right people

How LinkedIn?
Finding their Profile via search
or browse
Benefit

How LinkedIn?

Discovering Information about Reading their Profile before a
Meeting
Benefit
Maintain Relationships

How Linkedin?
Personal Messages,
Sharing Ideas-Discussing and
Answering Questions
Benefits
Recommendations

How LinkedIn?
Ask for Recommendations
(and return the favor)
Benefit

How Linkedin?

Receiving Introductions or
Referrals

Via Introductions and Profile
Share
Benefits
Discovering Relationships

How LinkedIn Helps?
Via Connections in Profile
Benefits

How LinkedIn?

Visibility

Your Profile on LinkedIn

Personal Branding

Search Engines like Google

Online Reput...
Benefit
Word of Mouth Publicity

How LinkedIn Helps?
Receiving Recommendations
People talking about you in
Discussions
Men...
Benefit
Getting Notifications when
someone changes jobs

How does LinkedIn help with
this?
Via Network Updates
Benefits
Picking up trends in the
marketplace

How does LinkedIn help with
this?
Discussions in Groups
Benefits
Make yourself be perceived as
an expert

How does LinkedIn help in
this?
Contribution in Discussion and
Answers
Benefits
Finding the Groups and
organizations to be members
of, both online and offline,
which are right for you

How does...


Building a great LinkedIn Profile



How to construct a great Professional
Headline



Please open www.linkedin.com
Work on your profile to make it an ‘All-Star’
profile on LinkedIn


Narrative of Sorts – Remember ‘Like’?



Emphasize Experience – Remember ‘Know’?



Credibility – Remember ‘Trust’?

...
There are four Profile types. Let’s see them on
LinkedIn:
1.

Generic

2.

Recruiters

3.

Job Seekers

4.

Sales Professi...
The three basic needs of the Network. Let’s
define each one by one:
1.

Visibility

2.

Reach

3.

Search
1.

A Detailed Profile Is A Strong Profile

2.

Temporarily Turn Off Activity Broadcast

3.

Proofread Your Entire Profile...
6.

Have The Right Profile Picture

7.

Use LinkedIn Badges On Your Website

8.

Be Active In LinkedIn Groups

9.

Persona...


Write an informative profile headline.



Your headline is a short, memorable professional
slogan



For example, “Hon...


When people search for you, the search
results display your professional headline
alongside your name and photo, as wel...


In the Answers section of the site, when you ask a
question or leave an answer, your name and your
professional headlin...


120 characters long



It has four parts:
1. Select an adjective that suits you
2. Role
3. What do you do?
4. Target G...


Give LI access to your email contact list



Contacts imported



Match with Member Database



Members: Send out in...
Tips to create your profile


LinkedIn Premium Accounts



LinkedIn Groups, Jobs and Business Pages


Using Google Keyword Planner



Open www.adwords.google.com
Customization As Per Goals
Make your Profile shine…
Get more insights
Getting Acquainted with Premium
search & InMail
Premium account tutorial page
Premium Account - Benefits

How To Use LinkedIn Premium Account
Premium Account Plans
Premium Account Plans
Premium Account Plans
Premium Account Plans


Alumni Group



Corporate Group



Conference Groups



Networking Group



Nonprofit Group


Discussion



Members



Jobs



Promotion



Subgroups


Groups You May Like



Group Directory



Search Group (Keyword, Category, Language)



Create a Group


Search
▪ Keyword
▪ Title
▪ Company Name


Advanced Search
▪ Location (in or Near)
▪ Country
▪ Function
▪ Experience
▪ Industry
▪ Date Posted
▪ Salary


Saved Jobs



Saved Searches


Jobs You may be Interested In



Email Alerts


Save Job



Share Job (Facebook, Twitter, LinkedIn)



Follow Company


Posted By



Connections who can refer



Similar Jobs



People who viewed also viewed



Search More Jobs


Facebook for Business: Vocabulary, Business
Pages versus Personal Pages versus Groups



Apps, Publisher
Pages

are for organizations, businesses,
celebrities, and brands to broadcast information
in an official, public manner ...


Facebook Profile
Profiles

are for individuals and are not
recommended for businesses.
Facebook reserves the right to...


Facebook Username
You can personalize your Facebook URL (web
address) by selecting a unique username. It
will appear in...


Profile vs. Page
 A profile is your personal account, where you connect

with friends and family members.
 A page is ...


Like
 When you click “Like” on a Page, in an advertisement,

or on content off Facebook, you are making a
connection.
...


News Feed
The News Feed is a list of updates on your own
Facebook Profile home page. The News Feed will
show updates ab...


Admin Panel
 Located at the top of your business page, this
panel contains several sections, including
Notifications, ...


Cover Photo
 A cover photo spans the top of your timeline, both on
your personal profile and on your business page.
 ...


Event
 Facebook allows you to create calendar events,

both on your personal profile and on your
business page.
 A Fa...


Friend vs. Fan
 A friend is a connection made via your personal

profile, meaning it is someone you know who has
eithe...


Insights
 Insights, which can be found in the Admin Panel of your

page, provide analytical data about your business p...
Milestone:
A milestone can be any moment you deem
significant enough to add to your page’s
timeline.
 For example, the bu...


News Feed:
 The News Feed is the home page of Facebook, the

screen you are taken to each time you log on. Each
user’s...


Organic vs. Viral Reach: Organic reach is achieved
when a user sees content from your page either on
your page’s timeli...


Profile Picture
Both your personal profile and your business
page have a profile picture, which is a square
image meant...


Sharing:
Sharing is a way of reposting content from other users
and pages. By clicking “Share” under a post, you can
re...


Timeline: A timeline is a display of your
activity on Facebook, and you have one both
on your personal profile and on y...


Facebook App
Apps on Facebook are web applications that
are loaded in the context of your Facebook
Page. This gives you...


EdgeRank ranks Edges in the News Feed.



EdgeRank looks at all of the Edges that are
connected to the User, then rank...




An Edge is everything that "happens" in
Facebook.
Examples of Edges would be status updates,
comments, likes, and s...


Affinity is a one-way relationship between a
User and an Edge. It could be understood as
how close of a "relationship" ...


Weight is a value system created by Facebook
to increase/decrease the value of certain
actions within Facebook. Comment...


Time Decay refers to how long the Edge has
been alive; the older it is the less valuable it
is.



As an Edge ages, it...








Place for small group communication and for people
to share their common interests and express their
opinion.
...


Apps are designed to enhance your
experience on Facebook with engaging
games and useful features. You can use apps
to l...






Apps on Facebook that are created by
outside developers must comply with
the Facebook Platform Policies
The conte...


The Pages Manager App lets admins check
their Page activity, view insights and respond
to their audience from their mob...




The place at the top of your timeline from
where you can post text, video, photos, etc.
Lots of changes have been m...


An image, video,
piece of text, etc.,
typically humorous
in nature, that is
copied and spread
rapidly by Internet
users...



Sponsored Stories and Ads
Twitter for Business: Vocabulary
Basis various
requirements Ads
can be created for
the following 8
objectives:










Location
Age
Gender
Interests
Connections
Relationship Status
Languages
Education
Workplaces, etc.


Create Ads that boost your posts and
increase likes, comments, shares, video plays
and photo views


Create Ads to build your audience on
Facebook


Create Ads to encourage people to visit your
website




Create Ads to take specific actions on your
website
Use conversion-tracking pixel to measure
results
Conversion-tra...


Create Ads to encourage people to install
your Apps


Create Ads that get more activity on your App



Create Ads to promote your event
Increase attendance



Create Ads to promote offers you created
One needs to create an offer on Facebook
Page or use an existing offer





For their advertising campaign on Facebook,
Yatra wanted to:Engage with fans and
acquire new customers
Develop its...







The travel portal built a Facebook Page around
the “Happy Travelers” theme: Cover picture is a
collage of “happ...
Promotion-based ads directed users directly to
specific Page tabs
 Yatra engaged with its fans through its Facebook
Page ...




INR 1.5 million/month generated from
Facebook
150K+ users see content from the Page every
day
1,500 stories are cre...


Tweet (noun): A message posted via Twitter
containing 140 characters or less



Tweet (verb): Tweet, tweeting, tweeted...




Retweet: You can pass along someone’s
Tweet by retweeting it. Just hit the Retweet
button to send the original messa...


Hashtag: Users often add the hashtag symbol
(#) before words or phrases in their Tweets to
categorize them for others o...


Follow,
Follower
and
Unfollow:
To follow someone on Twitter is to subscribe
to their Tweets in your timeline. A followe...


Timeline: The timeline is a list of real-time
Tweets from the users you are following.



@reply: An @reply is a Tweet...


Twitter Handle: Also known as a username.
This is the name you select to represent
yourself on Twitter.



Twitter Lis...


Twitter Marketing


Twitter has revenues of $254 m in the first 6
months of 2013



85% of its revenues are from advertising



230 milli...


Discounts and promos (94%)



Free stuff (88%)



Fun and entertainment (87%)



Updates on upcoming sales (79%)


...


Advertisers can target their account and
Tweets by:








Keywords in timeline
Interest
Geography
Gender
Simila...


An example: let’s say a user tweets about
enjoying the latest album from their favorite
band, and it so happens that ba...




Twitter is available in nearly every country in
the world
It’s available in 35 languages
Specific locations like co...



76% of Twitter users access it using their
mobile devices
Twitter gives options of choosing an Android,
iOS or Blackb...






Twitter doesn’t ask people about their gender
However brands could be interested in
targeting a gender type for ...



Credits:
www.linkedIn.com, www.facebook.com,
www.twitter.com, www.hubspot.com,
www.slideshare.net and many more
Social media marketing fundamentals
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  • 1. Upload a professional photo
  • Profiles with photos receive a 40% InMail response rate.
  • 2. Write a descriptive headline.
  • It’s the first thing people look at when they view your profile.
  • So be descriptive. (i.e. “helping sales teams grow their business through social selling”)
  • 3. Include your summary and experience
  • Tell your story!
  • 4. Personalize your LinkedIn web address.
  • Create a url that closely matches your name (e.g. www.linkedin.com/in/kokasexton)
  • 5. Get recommendations.
  • Have people focus on your specific skill sets.
  • Make meaningful comments when recommending others.
  • Think quality, not quantity.
  • 6. Share updates… and share often! People that share 2-5 times a day see an increase in profile views and engagement.
  • Don’t be too self-promotional.
  • Offer value & insight.
  • 7. Share Files & Presentations.
  • Become a resource for great material.
  • 8. Customize your website links.
  • Add relevant links.
  • 9. Add rich media files like blog posts,Slideshare and video.
  • Alert your networks.
  • 10. Join LinkedIn Groups.
  • Meet & Engage.
  • Demonstrate your expertise.
  • Social media marketing fundamentals

    1. 1. Soumen Chatterjee
    2. 2.  Inbound Marketing: Concept and Strategy
    3. 3. SALES Getting Products On The Shelf MARKETING Getting Products Off The Shelf
    4. 4.  Pushing out content to people  Through TV ads, billboards, push-based emails, telephone calls  No way to target and measure effectiveness
    5. 5.      91% of email users have unsubscribed from a company email they previously opted into 84% of 25-34 year olds have left a favorite website because of intrusive or irrelevant advertising 86% people skip television ads 44% of direct mail is never opened 200 m Americans have registered on DNC list
    6. 6. - David Meerman Scott
    7. 7.    Pioneered by Brian Halligan, founder of HubSpot Based on the principles of creating content and aligning it with customers’ interests Creating great content and sharing it with people who need it
    8. 8.  Four parts of the strategy: 1. Attract 2. Convert 3. Close 4. Delight
    9. 9.     Blogging- Creating great content that speaks to people and answers their questions Social Media- Engage with prospects, and put a human face on your brand. Interact on the networks where your ideal buyers spend their time. Keywords- To appear prominently in SERP by carefully picking keywords, optimizing pages and create content Pages- Optimize your website to appeal to and speak with your ideal buyers.
    10. 10.  World’s Top Blogs  www.huffingtonpost.com  www.buzzfeed.com  www.theverge.com  Top Bloggers  Richard Branson, Jeff Bullas, Amit Agarwal, Amitabha Bachchan, Rashmi Bansal, Gautam Ghosh
    11. 11.       Sachin Tendulkar – 11 million likes Justin Bieber – 57 million likes Harry Potter – over 66 million likes Coca-Cola – over 73 million likes Youtube – 76 million likes Rihanna – 79 million likes
    12. 12.     Calls-to-Action- Buttons or links that encourage visitors to take action, which can generate leads Landing Pages- A call-to-action button takes to a landing page where the offer in the call-toaction is fulfilled Forms- In order for visitors to become leads, they must fill out a form and submit their information. Keep it easy and simple! Sales team can use this information for conversations Contacts- Keep track of all your leads
    13. 13.   Lead Scoring- Keep track of sales-readiness of your leads Email- Build trust through a series of emails focused on useful, relevant content and help them become more ready to buy.
    14. 14.    Smart Content- These present different users with offers that change based on buyer persona and lifecycle stage. Social Media- Using various social platforms to provide real-time customer service. Email and Marketing Automation - Providing your existing customers with remarkable content , as well as introduce new products and features that might be of interest to them
    15. 15.  Inbound Marketing Tools: Blogs, Podcasts, Video, eBooks, eNewsletters, Whitepapers, Webinars, SEO, SMM, Content Marketing
    16. 16.  Discussion or Info Sites  Posts in reverse chronological order  Multi Author Blogs  The rise of micro-blogging
    17. 17.  Since 2006  30 Member Team  Personal Bios  Video, Podcasts and Posts  Easily shareable
    18. 18.  A type of Digital Media with an episodic series of video, audio, PDF, etc.  Check out www.theverge.com for the best podcasts by categories
    19. 19.      Seminars on the web Provides live webcast Provides a window for live chatting – questions can be typed alongside which can be taken up later Particularly useful when the value of information is enhanced by live presentation, say by a dynamic speaker or to audience who are aware about the product http://www.webex.com/webinars/
    20. 20.    SEO or Search Engine Optimization is a combination of strategies and techniques to attract traffic to websites Keywords Back links
    21. 21.  Inbound Marketing: The Five Stage Process
    22. 22. 1. Attract Traffic 2. Convert Visitors to Leads 3. Convert Leads to Sales 4. Turn customers to repeat higher margin customers - Loyal 5. Analyze for continuing improvement
    23. 23. Create Optimize Promote
    24. 24.  Website  Content  Landing Pages  Whitepapers  Videos  Social Media Accounts
    25. 25.  Visibility through SEO  Easily shareable through SMO  A/B Testing of the website
    26. 26.  Campaigns  Social Media  PPC  Email
    27. 27.  UVPs  CTAs  Advanced Content
    28. 28.  Joint Marketing and Sales Effort  Strategically written lead nurturing emails  Properly timed warm calling  Shorten sales cycle
    29. 29.  Which content produces the best results?  Best Time in Funnel to deliver content  Multiple-channel delivery
    30. 30.  What works?  What could be improved?
    31. 31.  Personal branding and Technology, Benefits of Networking
    32. 32.  A brand is a set of mental associations, held by the consumer, which add to the perceived value of a product or service (Keller, 1998)  These associations should be:  Unique (exclusivity)  Strong (saliency)  Positive (desirable)
    33. 33.  Product Brand  Corporate Brand  Personal Brand
    34. 34.  Characteristics of a Personal Brand  Knowledge / Skills / Abilities  Consistency  Uniqueness  Likable  Memorable
    35. 35. …because people like to deal with people they:  Know  Like  Trust
    36. 36.     Add skills Showcase skills Build the right network Make Your Own Career Path  Who wants to know more about you?  Potential business partners  Potential employers  Because ‘Network is your Networth’
    37. 37.  Position yourself as a Trustworthy Expert  Trustworthy: recommendations and network  Expert: range and depth of work
    38. 38.     LinkedIn – around 200 million users Viadeo – around 55 million XING – around 14 million Wisestep.com, Hall.com etc.
    39. 39.  Five Fundamental Principles of Networking
    40. 40.  Create win/win situations for long term relationships  Give more than you get without focusing on what you will get in return  Proactive vs. Reactive  Regular activity is very crucial in your networks for ‘brand recall’
    41. 41.  If you don’t share with other people, they won’t keep doing things for you  If you don’t ask, you get the feeling that you are being used. Besides, if you don’t ask, you don’t give others the chance to help you  If you don’t thank others for the help they gave or the time they spent with you, the satisfaction of being connected with you, will slowly fade away
    42. 42.  You never know who your connections know!  The second degree is far bigger than your immediate one  Can bring in more opportunities  Can bring in diverse opportunities  Open www.linkedIn.com
    43. 43.  Quality scores over Quantity in your Network  100 strong and relevant connections could be more important than 10,000  Diverse people add variety and enrichment to your network – your goals are varied and can also change from time to time
    44. 44.  Given 2 people with same skill level, you would prefer dealing with one you like more  Given 2 people you like the same, you would prefer someone you trust more
    45. 45.  LinkedIn and Its benefits
    46. 46.  Largest Online Professional Network  256 Million Registered Users  20 Languages  91 Million in USA, 23 Million in India  Founded by Reid Hoffman with team members from PayPal; current CEO Jeff Weiner
    47. 47. LinkedIn Experience Network Power
    48. 48.      People Jobs Companies Groups Universities
    49. 49. Benefit Identifying the right people How LinkedIn? Finding their Profile via search or browse
    50. 50. Benefit How LinkedIn? Discovering Information about Reading their Profile before a Meeting
    51. 51. Benefit Maintain Relationships How Linkedin? Personal Messages, Sharing Ideas-Discussing and Answering Questions
    52. 52. Benefits Recommendations How LinkedIn? Ask for Recommendations (and return the favor)
    53. 53. Benefit How Linkedin? Receiving Introductions or Referrals Via Introductions and Profile Share
    54. 54. Benefits Discovering Relationships How LinkedIn Helps? Via Connections in Profile
    55. 55. Benefits How LinkedIn? Visibility Your Profile on LinkedIn Personal Branding Search Engines like Google Online Reputation Contributions to Answers and Discussions
    56. 56. Benefit Word of Mouth Publicity How LinkedIn Helps? Receiving Recommendations People talking about you in Discussions Mention You as an Expert in Answers
    57. 57. Benefit Getting Notifications when someone changes jobs How does LinkedIn help with this? Via Network Updates
    58. 58. Benefits Picking up trends in the marketplace How does LinkedIn help with this? Discussions in Groups
    59. 59. Benefits Make yourself be perceived as an expert How does LinkedIn help in this? Contribution in Discussion and Answers
    60. 60. Benefits Finding the Groups and organizations to be members of, both online and offline, which are right for you How does Linkedin help in this? Contribution to Discussions and Answers Via Group Search Via Profiles of People in your Network
    61. 61.  Building a great LinkedIn Profile  How to construct a great Professional Headline
    62. 62.   Please open www.linkedin.com Work on your profile to make it an ‘All-Star’ profile on LinkedIn
    63. 63.  Narrative of Sorts – Remember ‘Like’?  Emphasize Experience – Remember ‘Know’?  Credibility – Remember ‘Trust’?  Unique Individual – Remember ‘Personal Brand’ ?
    64. 64. There are four Profile types. Let’s see them on LinkedIn: 1. Generic 2. Recruiters 3. Job Seekers 4. Sales Professionals
    65. 65. The three basic needs of the Network. Let’s define each one by one: 1. Visibility 2. Reach 3. Search
    66. 66. 1. A Detailed Profile Is A Strong Profile 2. Temporarily Turn Off Activity Broadcast 3. Proofread Your Entire Profile 4. Do not lie about anything 5. Customize Your Profile URL
    67. 67. 6. Have The Right Profile Picture 7. Use LinkedIn Badges On Your Website 8. Be Active In LinkedIn Groups 9. Personalize LinkedIn Email Requests 10. Use LinkedIn Applications
    68. 68.  Write an informative profile headline.  Your headline is a short, memorable professional slogan  For example, “Honors student seeking marketing position”  Check out the profiles of students and recent alumni you admire for ideas
    69. 69.  When people search for you, the search results display your professional headline alongside your name and photo, as well as ways to connect with them and common connections and groups  Within Groups, if you hover over the image of the person posting a discussion or comment, you will see their name and professional headline
    70. 70.  In the Answers section of the site, when you ask a question or leave an answer, your name and your professional headline appears alongside the text  In your inbox, you will also see these details if you hover over the name of the person sending you a message or invitation  Your personal profile is one of the two pages that appears externally to the site as well, so will be visible to those who find your profile via Google
    71. 71.  120 characters long  It has four parts: 1. Select an adjective that suits you 2. Role 3. What do you do? 4. Target Group
    72. 72.  Give LI access to your email contact list  Contacts imported  Match with Member Database  Members: Send out invites  Non-members: Send out invite to join LinkedIn
    73. 73. Tips to create your profile
    74. 74.  LinkedIn Premium Accounts  LinkedIn Groups, Jobs and Business Pages
    75. 75.  Using Google Keyword Planner  Open www.adwords.google.com
    76. 76. Customization As Per Goals
    77. 77. Make your Profile shine…
    78. 78. Get more insights
    79. 79. Getting Acquainted with Premium search & InMail
    80. 80. Premium account tutorial page
    81. 81. Premium Account - Benefits How To Use LinkedIn Premium Account
    82. 82. Premium Account Plans
    83. 83. Premium Account Plans
    84. 84. Premium Account Plans
    85. 85. Premium Account Plans
    86. 86.  Alumni Group  Corporate Group  Conference Groups  Networking Group  Nonprofit Group
    87. 87.  Discussion  Members  Jobs  Promotion  Subgroups
    88. 88.  Groups You May Like  Group Directory  Search Group (Keyword, Category, Language)  Create a Group
    89. 89.  Search ▪ Keyword ▪ Title ▪ Company Name
    90. 90.  Advanced Search ▪ Location (in or Near) ▪ Country ▪ Function ▪ Experience ▪ Industry ▪ Date Posted ▪ Salary
    91. 91.  Saved Jobs  Saved Searches
    92. 92.  Jobs You may be Interested In  Email Alerts
    93. 93.  Save Job  Share Job (Facebook, Twitter, LinkedIn)  Follow Company
    94. 94.  Posted By  Connections who can refer  Similar Jobs  People who viewed also viewed  Search More Jobs
    95. 95.  Facebook for Business: Vocabulary, Business Pages versus Personal Pages versus Groups  Apps, Publisher
    96. 96. Pages are for organizations, businesses, celebrities, and brands to broadcast information in an official, public manner to people who choose to connect with them. Pages can be enhanced with applications that help the entity communicate and engage with their audiences, and capture new audiences virally through friend recommendations, News Feed stories, Facebook events, and beyond
    97. 97.  Facebook Profile Profiles are for individuals and are not recommended for businesses. Facebook reserves the right to remove your profile if you’re using it for business purposes. Similar to Pages, Profiles can be enhanced with applications that help the you communicate and engage with friends and businesses that you “Like.”
    98. 98.  Facebook Username You can personalize your Facebook URL (web address) by selecting a unique username. It will appear in the location bar of your browser after “http://www.facebook.com/” when you view your Page. E.g. phrase “FinedgeAdvisory”as used in the web address http://www.facebook.com/finedge.advisory
    99. 99.  Profile vs. Page  A profile is your personal account, where you connect with friends and family members.  A page is created for your business, where you connect with clients and customers.  Profiles are associated with Facebook friends, while pages are associated with fans and likes. While you must have a personal profile to create and manage a business page, the two are in no way connected, as far as your friends and fans can see.
    100. 100.  Like  When you click “Like” on a Page, in an advertisement, or on content off Facebook, you are making a connection.  The connection will be displayed in your profile and on your Wall and your friends may receive a News Feed story about the connection.  You may be displayed on the Page you are connected to, in advertisements about that Page, or in social plug-ins next to the content you like.  The Page may also post content into your News Feed or send you messages.
    101. 101.  News Feed The News Feed is a list of updates on your own Facebook Profile home page. The News Feed will show updates about those people who are in your friend’s list, organizations that you like, as well as advertisements  Wall The Wall is a section in your Facebook business Page where you can post messages, links, or other content that you think your fans will find interesting. Others can also write messages or post comments on your Wall if you choose to let them.
    102. 102.  Admin Panel  Located at the top of your business page, this panel contains several sections, including Notifications, Messages, New Likes and Insights.  The Admin Panel keeps you updated on all the activity on your page and is only visible to page administrators, not your fans.
    103. 103.  Cover Photo  A cover photo spans the top of your timeline, both on your personal profile and on your business page.  The dimensions of a cover photo are 851 pixels wide and 315 pixels tall; other image sizes are compatible but may result in stretching or cropping.  While the cover photo cannot be used for any type of advertisement or promotion, it is a great tool to add color and personality to your profile or page.
    104. 104.  Event  Facebook allows you to create calendar events, both on your personal profile and on your business page.  A Facebook event can include the date, location and details of the occasion, as well as a picture and contact info.  Once you have joined the event, you can even send invitations to your Facebook friends.
    105. 105.  Friend vs. Fan  A friend is a connection made via your personal profile, meaning it is someone you know who has either accepted your friend request or sent you one.  A fan, also known as a like, is a connection via your business page, meaning they have clicked “Like” on your page and are now receiving your page’s content in their News Feeds.  Someone who likes your business page is in no way connected to your personal profile, unless they also happen to be your Facebook friend.
    106. 106.  Insights  Insights, which can be found in the Admin Panel of your page, provide analytical data about your business page.  By clicking “See All,” you can access information on how many people you are reaching and which of your posts are most popular, as well as demographic data about your fans.  Hovering over the small question marks above each section will provide more information, making Insights easier to navigate and understand.
    107. 107. Milestone: A milestone can be any moment you deem significant enough to add to your page’s timeline.  For example, the business opening, moving to a new location or breaking a certain client number might be milestones for your company.  You can add milestones as they occur, or you can backdate them to have them appear in the past on your timeline.  To add a milestone to your page, click on Milestone (The Milestone tool may be located under the “Offer, Event +” tab)  
    108. 108.  News Feed:  The News Feed is the home page of Facebook, the screen you are taken to each time you log on. Each user’s News Feed is different.  The default setting is Top Stories, meaning that Facebook uses a ranking system to determine which of your friends’ and pages’ content you most likely want to see, based on which people and pages you interact with most.  You can also set your News Feed to Most Recent, which will turn it into a chronological feed of all activity by your friends and the pages you have liked.
    109. 109.  Organic vs. Viral Reach: Organic reach is achieved when a user sees content from your page either on your page’s timeline or in their News Feed. It becomes viral reach when a user sees your content through another user, meaning someone shared the content or exposed their friends to it in another way. Organic is through you; viral is through your fans.  Post: Any content you create on Facebook is a post, whether on your personal profile or on your business page. It can be anything from text to links to photos to calendar events.
    110. 110.  Profile Picture Both your personal profile and your business page have a profile picture, which is a square image meant to represent either you or your business. A simple logo is best for your page, as the profile picture most commonly appears as a tiny thumbnail next to your posts.
    111. 111.  Sharing: Sharing is a way of reposting content from other users and pages. By clicking “Share” under a post, you can repost it onto your personal timeline, a friend’s timeline or your page. When you share content, the source receives recognition.  Tagging: Using the @ symbol, you can tag other users and pages on Facebook. When you tag a person or a page, the name becomes a link to that account in your post, and the post also appears on that person or page’s timeline.
    112. 112.  Timeline: A timeline is a display of your activity on Facebook, and you have one both on your personal profile and on your business page. On your business page, the default timeline setting is Highlights, which will display chronologically (with the most recent posts at the top) the popular posts on your page. You can also change the timeline to Posts by Page, Posts by Others or Friend Activity.
    113. 113.  Facebook App Apps on Facebook are web applications that are loaded in the context of your Facebook Page. This gives you the opportunity to deeply integrate your company’s brand into the core Facebook experience
    114. 114.  EdgeRank ranks Edges in the News Feed.  EdgeRank looks at all of the Edges that are connected to the User, then ranks each Edge based on importance to the User.  Objects with the highest EdgeRank will typically go to the top of the News Feed (there is a small component of randomization).
    115. 115.    An Edge is everything that "happens" in Facebook. Examples of Edges would be status updates, comments, likes, and shares. There are many more Edges than the examples above—any action that happens within Facebook is an Edge.
    116. 116.  Affinity is a one-way relationship between a User and an Edge. It could be understood as how close of a "relationship" a Brand and a Fan may have. Affinity is built by repeat interactions with a Brand's Edges.Actions such as Commenting, Liking, Sharing, Clicking, and even Messaging can influence a User's Affinity.
    117. 117.  Weight is a value system created by Facebook to increase/decrease the value of certain actions within Facebook. Commenting is more involved and therefore deemed more valuable than a Like. In the weighting system, Comments would have a higher value than a Like. In this system all Edges are assigned a value chosen by Facebook. As a general rule, it's best to assume Edges that take the most time to accomplish tend to weigh more.
    118. 118.  Time Decay refers to how long the Edge has been alive; the older it is the less valuable it is.  As an Edge ages, it loses value. This helps keep the News Feed fresh with interesting new content, as opposed to lingering old content.
    119. 119.     Place for small group communication and for people to share their common interests and express their opinion. Groups allow people to come together around a common cause, issue or activity to organize, express objectives, discuss issues, post photos and share related content. When you create a group, you can decide whether to make it publicly available for anyone to join, require administrator approval for members to join or keep it private and by invitation only. Like with Pages, new posts by a group are included in the News Feeds of its members and members can interact and share with one another from the group.
    120. 120.  Apps are designed to enhance your experience on Facebook with engaging games and useful features. You can use apps to listen to music with friends, share what you're reading, play games and more.  Explore and add apps from the App Centre to find games and social apps that fit your interests.
    121. 121.    Apps on Facebook that are created by outside developers must comply with the Facebook Platform Policies The content of these apps resides on developer servers that are not hosted by Facebook. The developers of the app are responsible for their servers and Facebook can't remove content from them You’ll need to give the app permission before you can start using it.
    122. 122.  The Pages Manager App lets admins check their Page activity, view insights and respond to their audience from their mobile device.  Download the Pages Manager App:  From the iTunes Store  From the Google Play store
    123. 123.    The place at the top of your timeline from where you can post text, video, photos, etc. Lots of changes have been made by Facebook to woo Publishers Facebook is giving more weight to high quality content
    124. 124.  An image, video, piece of text, etc., typically humorous in nature, that is copied and spread rapidly by Internet users, often with slight variations.
    125. 125.   Sponsored Stories and Ads Twitter for Business: Vocabulary
    126. 126. Basis various requirements Ads can be created for the following 8 objectives:
    127. 127.          Location Age Gender Interests Connections Relationship Status Languages Education Workplaces, etc.
    128. 128.  Create Ads that boost your posts and increase likes, comments, shares, video plays and photo views
    129. 129.  Create Ads to build your audience on Facebook
    130. 130.  Create Ads to encourage people to visit your website
    131. 131.    Create Ads to take specific actions on your website Use conversion-tracking pixel to measure results Conversion-tracking pixel is a Java code that can be put into your website code for tracking checkouts, registrations, etc.
    132. 132.  Create Ads to encourage people to install your Apps
    133. 133.  Create Ads that get more activity on your App
    134. 134.   Create Ads to promote your event Increase attendance
    135. 135.   Create Ads to promote offers you created One needs to create an offer on Facebook Page or use an existing offer
    136. 136.    For their advertising campaign on Facebook, Yatra wanted to:Engage with fans and acquire new customers Develop its Facebook Page into a fully operational sales channel Create strong brand credibility
    137. 137.     The travel portal built a Facebook Page around the “Happy Travelers” theme: Cover picture is a collage of “happy” pictures sent in by their customers The Messages feature is used to respond to customer enquiries and emails Tabs are used to run cross-promotions with other brands that deliver added-value to their customers Yatra ran Facebook Ads to create a base of loyal fans:Specific groups of users who are very likely to be interested in Yatra were targeted with the ads
    138. 138. Promotion-based ads directed users directly to specific Page tabs  Yatra engaged with its fans through its Facebook Page by: Responding to customer queries within 12 hours  Posting special offers and promotions on the Page  Hosting apps like the “Happy Travel Jigsaw” where fans can solve puzzles  Posting interesting tidbits about travel destinations  Yatra amplified its reach on Facebook by: Targeting friends of fans with its ads  Running sponsored stories to increase Page Likes 
    139. 139.    INR 1.5 million/month generated from Facebook 150K+ users see content from the Page every day 1,500 stories are created by Page users each day
    140. 140.  Tweet (noun): A message posted via Twitter containing 140 characters or less  Tweet (verb): Tweet, tweeting, tweeted. The act of posting a message through a Tweet  Mention: Bring a Tweet to a user’s attention by including their @username in a Tweet. This is called a mention and will appear to the @username you mentioned as well as to all of your followers. You can see who mentioned you in the mention section of your Twitter profile.
    141. 141.   Retweet: You can pass along someone’s Tweet by retweeting it. Just hit the Retweet button to send the original message to all of your followers. DM: A direct message (DM) is a private message that only you and the recipient can see. To DM someone, start your Tweet with DM or D, eg: “DM @joesmith234 what is your order number?”
    142. 142.  Hashtag: Users often add the hashtag symbol (#) before words or phrases in their Tweets to categorize them for others or to organize conversations around a theme. Users can click on hashtags to see similarly-themed Tweets.
    143. 143.  Follow, Follower and Unfollow: To follow someone on Twitter is to subscribe to their Tweets in your timeline. A follower is another Twitter user who has followed you. To stop following another Twitter user is to unfollow them. Once you do this, their Tweets no longer show up in your timeline.
    144. 144.  Timeline: The timeline is a list of real-time Tweets from the users you are following.  @reply: An @reply is a Tweet posted in reply to another user’s message. This is usually done by clicking the “reply” button in their Tweet. @replies always begin with the “@” symbol, followed by the username.
    145. 145.  Twitter Handle: Also known as a username. This is the name you select to represent yourself on Twitter.  Twitter Lists: Create lists of your interest and add people, so that you can follow them under these interest areas
    146. 146.  Twitter Marketing
    147. 147.  Twitter has revenues of $254 m in the first 6 months of 2013  85% of its revenues are from advertising  230 million users worldwide  140 million active monthly users  500 million tweets every day
    148. 148.  Discounts and promos (94%)  Free stuff (88%)  Fun and entertainment (87%)  Updates on upcoming sales (79%)  Access to exclusive content (79%)
    149. 149.  Advertisers can target their account and Tweets by:       Keywords in timeline Interest Geography Gender Similarity to existing followers Additional targeting options for Tweets:  Device (mobile, desktop)  Keyword search results
    150. 150.  An example: let’s say a user tweets about enjoying the latest album from their favorite band, and it so happens that band is due to play a concert at a local venue. That venue could now run a geo-targeted campaign using keywords for that band with a Tweet containing a link to buy the tickets. That way, the user who tweeted about the new album may soon see that Promoted Tweet in their timeline letting them know tickets are for sale in their area.
    151. 151.    Twitter is available in nearly every country in the world It’s available in 35 languages Specific locations like countries and states are available for targeted tweeting of Promoted Tweets
    152. 152.   76% of Twitter users access it using their mobile devices Twitter gives options of choosing an Android, iOS or Blackberry platform for targeting
    153. 153.     Twitter doesn’t ask people about their gender However brands could be interested in targeting a gender type for its products or services Twitter picks up contextual signals for understanding gender Has found it to be 90% accurate
    154. 154.   Credits: www.linkedIn.com, www.facebook.com, www.twitter.com, www.hubspot.com, www.slideshare.net and many more

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