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DCTC’S SOCIAL MEDIA
MARKETING TALKPresented by Carie Statz, DCTC Marketing and Sales Instructor
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SOCIAL MEDIA MARKETING Who am I?
Carie Statz, DCTC Marketing and Sales Instructor
Background: (Over 20 years in MKTG) Entrepreneur
Rentals, house flipping Non-profit
UW-Milwaukee Community Action Program DCTC
For profit Disney Oscar Mayer TCF Bank Wisconsin First Banking Center
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SOCIAL MEDIA MARKETING Objectives of this presentation
Primary categories of social mediaObjectives for social mediaMyths of social mediaBasic Components of a Social Media
Marketing PlanSome hints for SEOGeneral Discussion of PlatformsCreation of QR codes And Social Media
Advertising Adwords, Linked-In and Twitter
A simpler way to maintain your social media accounts
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SOCIAL MEDIA MARKETING Social Media Marketing General Goals/Objectives
Social Entertainment Enabling Play Branded Entertainment
Social Publishing Blogging Sharing Brand Content Advertising/PR
Social Commerce Buying and selling Servicing Managing Convert to transactions
Social Community Build brand and relationships with customers Promote a presence Marketing research
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SOCIAL MEDIA MARKETING Which social media platforms or related services do
you use for your business? RSS feed (google) AND Feedburner Blog with Blogger, WordPress (.com or .org), other Google+ and/or Facebook for business Pinterest for business Twitter for business Instagram app for business Linked-In professional or company page Hootsuite or Seemic Ping – (previously Ping.fm) Presence on YouTube (second biggest search platforms
on the web) Flickr Delicious (bookmarking) Slideshare Mobile Apps
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SOCIAL MEDIA MARKETING Seven Myths of Social Media Marketing
1. Myth 1 - Social Media is Just a Fad2. Myth 2 – Social Media is Just for the Young3. Myth 3 – Social Media has no ROI4. Myth 4 – Social Media Marketing isn’t right
for my business5. Myth 5 – Social Media Marketing is New6. Myth 6 – Social Media Marketing is Too
Time-Consuming7. Myth 7 – Social Media is free
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SOCIAL MEDIA MARKETING What is Social Networking?
Allows you to create a personal, professional or business profile to platforms for networking purposes: Information about you or your business Invite people to join your network Join groups Blast messages Post events Connect with other people ….among other things
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SOCIAL MEDIA MARKETING A Social Media Marketing Plan
Has basically the same components: Determine SWOT State objectives Determine target audience Select the social media platforms that make
sense for your organization, product/service Create strategies to meet your objectives Create an action plan that assigns who is
responsible for the individual strategies Manage and Measure (evaluate) the results
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SOCIAL MEDIA MARKETING Possible Objectives for Social Media
Plans Increase brand awareness Improve brand or product reputation Increase website trafficAmplify or augment public relations work Improve perceived customer service qualityGenerate sales leadsReduce customer acquisition and support
costs Increase sales/sales revenue Improve search engine rankings (SEO/SEM)
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SOCIAL MEDIA MARKETING
Geo-location promotionsSales promotions including
coupons and special offers delivered via go-locations services Foursquare
Foursquare is a free app helps you and your friends make the most of
where you are share and save the places you visit Platform gives users personalized
recommendations and deals based on where the person is, and where the person’s friends, and people with your tastes have been
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SOCIAL MEDIA MARKETING GeoLocation Apps
Businesses should post a link to their Foursquare page on their website and Facebook page
Post signage in the store telling patrons to find them on the location-tagged sites
Encourage to have people opt-in to geo-location
Businesses often start customer loyalty programs around the gaming and social networking aspects of location tagging apps.
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SOCIAL MEDIA MARKETING
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SOCIAL MEDIA MARKETING
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SOCIAL MEDIA MARKETING Features of Facebook-Overview
News Feed – view list of posts others in your network added
The Wall – view recent posts Postings of your information to your networks Applications – add-ons from sharing apps, to RSS
feed imports, and games, etc. Groups – connect with others with similar interests People Search Marketplace – sell things and post jobs (like Craig’s
lists) Messages and requests – leave a message and
send requests to be friends Pages and Advertising for your business page
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SOCIAL MEDIA MARKETING Creating a Business Facebook Page
It is important that you have a professional presence on Facebook Create a professional profile for yourself if you
are key representative of your company AND create a business profile page (how-to video 7 min).
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SOCIAL MEDIA MARKETING
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SOCIAL MEDIA MARKETING
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SOCIAL MEDIA MARKETING What is Micro-Blogging?
Twitter is an exampleCombination of blogging and social
networking where you post short, frequent entries
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SOCIAL MEDIA MARKETING Creating a Twitter Account (Listen,
Engage, Tweet)You should have a Professional Twitter
Account Start a presence for your company or for your
professional life Creating a Twitter Account Video Twitter Customization Possibilities
Using Colourlovers.com patterns and colors. You can also upload an image if you wish like your company logo.
Follow Me on Twitter:@CStatz1 OR@dctcmarketing
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SOCIAL MEDIA MARKETING Twitter Hashtags
Definition: The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. Hashtags: Helping you find interesting Tweets People use the hashtag symbol # before relevant
keywords in their Tweet to categorize those Tweets to show more easily in Twitter Searches
Clicking on a hashtagged word in any message shows you all other Tweets in that category
Hashtags can occur anywhere in the Tweet Example: In the Tweet below, @twitter added the hashtag
before the phrase "thankyousteve". The word is now a link to search results for all Tweets containing "#thankyousteve" in the message.
More Twitter General Symbols Video
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SOCIAL MEDIA MARKETING TweetDeck.com
A downloadable app that can help you organize your twitter account and help you feed tweets to you that you have direct interest in
Tweet; post to Twitter account“Listen” to your interests you categorize
City? Industry? Topic, etc.?
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SOCIAL MEDIA MARKETING Advertising on Twitter with interest
feature for segmentation
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SOCIAL MEDIA MARKETING Google+
Google+ Business Pages http://www.google.com/+/business/ Video on Google+ for Business
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SOCIAL MEDIA MARKETING Google+
Setting Up a Google AccountThen, like Facebook, invite others to
connect with you and seek out key people and companies to network with
Use setting to organize the account as you wish
Use the tools in Google+ to navigate and bring in multimedia
Then you can post and read other posts
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SOCIAL MEDIA MARKETING Advertising on Google
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SOCIAL MEDIA MARKETING Linked-In Professional Networking
You can create a Professional Personal Linked-In Account
Creating a Company or Business Linked-In account* (6 min)
STARTING ADVERTISING WITH LINKED-IN Ten Ways to Use Linked-In
Increase your visibility. Improve your connectability. Improve your Google PageRank. Enhance your search engine results. Increase the relevancy of your job search. Gauge the health of a company. Gauge the health of an industry. Ask for advice.
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SOCIAL MEDIA MARKETING
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SOCIAL MEDIA MARKETING Social Commerce – Ratings and Reviews –
websites which reviews can be posted about people, businesses, products, or services. Ratings – simply scores quality, satisfaction with
purchase, popularity, etc. Reviews - assessments with detailed comments about
the object in question Consumer opinions are very powerful Examples of ratings and review sites
Angie's List video * ConsumerSearch Qype Epinions Yelp, Inc. Customer Lobby ConsumerAffairs.com
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SOCIAL MEDIA MARKETING Media Communities
Social sites where you save, share, and comment on multimedia items.
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SOCIAL MEDIA MARKETING Flickr
You can show your business, product, service, customers who agree in writing to be in your marketing materials, etc.
Flickr is not just for personal use You may want to create a business-related flickr
account for your company One of the most popular site on the Internet for
sharing images A basic account with a few collections of pictures is free You can pay for more services advancements for small
annual fee. Each picture can have key tags and descriptions which
can help with optimization. Pictures can be viewed by everyone (public) or private
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SOCIAL MEDIA MARKETING Flickr Uploadr
Download the tool called Flickr Uploadr if you want easy uploading access directly from your desktop Simply drag the picture you want to load to the
“Uploadr”
Creating Flickr BadgesYou can create a badge or widget on flickr
to place on your website or blog in order to show images from your flickr acct
Go to the “Tools” area under flickr and click on “build a badge”.
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SOCIAL MEDIA MARKETING Instagram – fast way to share your
photos with friends and family. It’s an app!Snap a picture, choose a filter to transform
its look and feel, then post to Instagram. Share to Facebook, Twitter, and Tumblr too.
It's photo sharing, reinvented. Owned now by Facebook
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SOCIAL MEDIA MARKETING Pinterest for Business. Some Suggestions:
Grow your boards and pins Ask fans to take pictures of your products
and pin it and mention your company Add Keywords in your Pins for SEO Link back to your own site with Pins Pin Photos and Videos * Add a Pinterest “Follow” and/or “Pin It”
Button Pinterest has several choices available on their
goodies page.
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SOCIAL MEDIA MARKETING Are you wondering how your business
could use Pinterest? Pinterest
Use for visually bookmarking, organizing and sharing things you love has made it a hit among individuals and businesses alike.
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SOCIAL MEDIA MARKETING – SEARCH FOR PICTURE FRAMING YIELDS SEVERAL RESULTS
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SOCIAL MEDIA MARKETING – CLICKING ON ONE PIN TOOK ME HERE
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SOCIAL MEDIA MARKETING Video Sharing
YouTube.com is one of the most popular video sharing sites
You can: Search videos Watch videos Create account to upload your videos or create a
“Channel” of your videos and videos you flag as your favorites to your playlist
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SOCIAL MEDIA MARKETING Your Public Page in Youtube is called
your ChannelCustomizing Your Channel Settings
Descriptions Colors Videos or playlist to display
NOTE: You can save videos you create as public or private. (Ex: I have created video that promotes the marketing program which is public and course descriptions which are private and the link is only given to that particular course’s students.)
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SOCIAL MEDIA MARKETING Embedding Videos and Galleries
Each video on YouTube has an embed code that you could copy (if allowed to share it) into your website or blog posts
You can also create a short link to share on various social media sites. Just click on the “Share” button under the image and copy and paste where needed.
If you want to embed a gallery of videos, you create a playlist on your channel and use your playlist embed code from that specific playlist to copy and paste into a website or blog, etc.
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SOCIAL MEDIA MARKETINGDocument Sharing Social Media Platforms:
Scribd – Defined as the “YOUTUBE FOR DOCUMENTS” You can view word documents, pdf files, etc. of
information posted by others Content from static webpages, Articles, White
Papers, Book excerpts, presentationsSlideshare
Slideshare presentation on Slideshare Place your ppts, etc. for others to view
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SOCIAL MEDIA MARKETING Widgets and badges can:
Download information from other social media sources
Pull information from your profile from specific online communities.
Provide a link on your blog or website to your profile, page or other online information.
Integrate social media accounts into other social media accounts, websites or blogs.
Typically allow you to customize settings, preferences, appearance, and dimensions of your widget
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SOCIAL MEDIA MARKETING Go Mobile:
Use a service like: Wirenode QR Code (abbreviated from Quick
Response Code) -trademark for a type of matrix barcode (or two-dimensional code)Several QR generators. Example:
http://qrcode.kaywa.com/
Note: To read a QR code, your mobile device like a smartphone must have an app to assist you.
Mobilize DCTC blog using wirenode.com
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SOCIAL MEDIA MARKETING
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SOCIAL MEDIA MARKETINGMake Your Social Media Easy to Handle Using
Social Media Management Tools Seemic Ping – (previously Ping.fm)
Post to Twitter, Facebook, Linkedin, Tumblr (with more to come) Post to multiple Twitter Accounts and Facebook Pages Schedule your posts Select Thumbnails for attached links Post from iPhone, iPad and Android Create and post Groups of accounts and so much more with even more to come!
HootSuite - The leading social media dashboard to manage and measure your social networks Manage multiple social profiles (several) Schedule messages and tweets Track brand mentions Analyze social media traffic Millions of Users
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SOCIAL MEDIA MARKETING
Allowing you to manage your social media from one platform
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SOCIAL MEDIA MARKETINGKeywords are used in Search Engine Optimization
Hint: Keywords, tags, and key terms can mean the same thing!
Make a list of 20 tags:• Not too generic of terms• Name of your business• Use these keywords in your content often as possible
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SOCIAL MEDIA MARKETING How search engines work
Use web crawlers (also known as spiders or bots) Web programs that gather information from sites
and forms the search engine entries After the bots collects the info, they classify it in
indexed data that include tags and keywords derived from site content
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SOCIAL MEDIA MARKETINGLet’s Talk Key Words! What Are keywords? Why Are Keywords
Important? Keywords are simply the words you use as
part of your web page content. Key words are the important words in your web page copy.
Keywords are important because that is what allows your customers to find your web page when they search the Internet, bringing targeted traffic to your web pages.
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SOCIAL MEDIA MARKETING Onsite Optimization
Tags Keywords embedded in the page’s tags, titles,
URLs and content Meta tag: Code embedded in a web page – visible
to site visitors but only by viewing the source code for the page. Use 2-3 keywords. Meta description should have 2-3 sentences that summarize the page content
Title tag – html tag that defines the page’s title, no more than 12 words with at least two key words
Heading tag – html tag should use key words Title – headline. Load it with key words Url – web address. Try to use key words
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SOCIAL MEDIA MARKETING Offsite optimization
Links from other sites – the more links to your content, the higher the ranking you will probably receive during a search engine query Linkwheels increase the number of links back to
a site **Backlink or Trackback – other sites link back to
the content
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SOCIAL MEDIA MARKETING
Selecting Your Presence in Your Social MediaSetting your profiles
What entity will represent your business?Will you use representatives of your company
in social media?Will you use your company name?Will you use your product name?
Note: In some social media platforms, business names cannot be used as account holders
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SOCIAL MEDIA MARKETING Gather Information on Your Social Media
Profiles Name of entity (business or non-profit or
product) Tag line/slogan Short description Long description Website URL Year of Founding Mission Statement Product list Gender and birth date (may be required to
register with some social media platforms)
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SOCIAL MEDIA MARKETING Gather Information on Your Social Media
Profiles Information on RepresentativeBioGenderBirth dateEducationActivitiesRetraining/RetoolingPhoto
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SOCIAL MEDIA MARKETING Prepare Your Multimedia Items
ImagesVideo clipsAudio clipsDocuments and PresentationsTags/keywords and descriptions
Optimizing File NamesRename multimedia files with descriptive
names before you upload them to media communities using your best tags/keywords
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SOCIAL MEDIA MARKETING RSS Reader
Subscribe to an RSS feed, also called aggregator To subscribe, go to the blog, CMS, or other that
you want to receive information from then find how the website sets up their feeds, which can be done differently
The Feed A blog is an RSS feed Content Management Systems (CMS) like Drupal
and Joomla! also use RSS Feeds Google Reader is one of the most popular
web-based feed reader: http://www.google.com/reader
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SOCIAL MEDIA MARKETING RSS Feeds
Blogs and Content Management Systems (CMS) platforms have built-in functionality for displaying RSS feeds.
If you are using a traditional website, you can use a service provided from companies like Google to generate code to place on your website to create an RSS feed Generate the code; copy the code, and place in your
website
Creating a blog is probably the easiest way to create an RSS Feed.
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SOCIAL MEDIA MARKETING Keep your content fresh
Gather existing content to use Print articles E-zines Newsletters Press releases Media coverage Upcoming events Podcasting Video clips
Gather a list of external links Make a list of people in your industry who may
be willing to contribute to your feed Make a list of topics to create content on
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SOCIAL MEDIA MARKETING Options for Starting Your Blog
Start a Free Blog using WordPress.COM (Wordpress.ORG is not free), Blogger or Typepad
Starting a blog on your websiteUsing Wordpress.ORG to Power Your
Website like Best Buy, the New York Times, People, etc. have done
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SOCIAL MEDIA MARKETINGThis is one WordPress theme:
Header
Navigation Menu
Main Body
Sidebars
Footer
Sidebar Widgets
Copyright 2012
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SOCIAL MEDIA MARKETING Static Pages
To make your blog look more like a website, you use STATIC PAGES.
They do not contain blog entries, like a website page
Static Pages can link to the navigation menuFor the DCTC, AMA Collegiate Club blog, this area is static and always appears on the main landing page.
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SOCIAL MEDIA MARKETING Steps to Installing WordPress.com
WordPress Start Up Video! (7 min)1. Go to WordPress.com2. Click on “Get Started”3. Put in a blog address. If you
want to upgrade, you can or take the free one given to you.Put in a username and password. Provide an email address and choose the free option unless you want to pay to upgrade.
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SOCIAL MEDIA MARKETING
Get Familiar With Your Dashboard!Video on Dashboardhttp://www.youtube.com/watch?v=cWV1aCl6
POk
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SOCIAL MEDIA MARKETING
Videos on WordPress to Begin Your Blog Site We are not going to watch these; but if you want these to
reference, I captured them for you below: Selecting a WordPress Theme Video Choosing WordPress Themes Video Creating WordPress Page Video Inserting an Image into WordPress Video Creating Custom Widgets Video Introduction to WordPress Plugins Video Custom Menus video Inserting an Image in WordPress video Creating an Optimized Blog Post video Embedding YouTube Videos video
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SOCIAL MEDIA MARKETING Let’s Brainstorm…Next Ask Yourselves
How could I incorporate social media marketing into my advertising and promotional plans?
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SOCIAL MEDIA MARKETING Let’s Brainstorm…First Think About
Team up in groups of three or four people Do you organized strategies to promote your
business?Do you have marketing goals and established
objectives to grow your business? What are the general goals? Do you have written specific measurable objectives? Do you have strategies that say how your objectives
will be met? Do you have someone dedicated to do advertising,
promotions, and sales on staff dedicated to retaining and growing your business?How much time a week is spent thinking about
how to promote to build business?
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SOCIAL MEDIA MARKETING Let’s Brainstorm…Continue to Think About
In your same teams What advertising and promotions do you current
have for your business? Do you offer sales promotions? If so, what are your
typical promotions? Do you maintain a database for your customers? Do you know who your top 20% of your customers
are?How do you market to these individuals?How do you keep these customers loyal?
Do you do events at your business? (ie: open houses) If so, how do you promote this?
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SOCIAL MEDIA MARKETING
DCTC offers a certificate and AAS degree in Social Media Marketing:•Online courses•Day courses•Some Evening courses
www.dctc.edu or 877-YES-DCTC
DCTC is an equal opportunity educator and employer
QUESTIONS?