Social Media Marketing - Introduction
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Social Media Marketing: Introduction Shankar Saikia
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This is a comprehensive set of slides that you can use to train professionals on the following social media marketing tools:- Twitter- Facebook- Youtube- Blogs- LinkedIn
Transcript of Social Media Marketing - Introduction
Social Media Marketing: Introduction
Shankar Saikia
Top 2 Things You Will Learn in Class
2
We’ll answer your question: “ Just tell me what I need to know”
Topics
3
1. Social Media Marketing: Basic Concepts (30 minutes)
2. Blogs: Setup Wordpress.com (45 minutes)
3. Micro-blogs: Setup Twitter (45 minutes)
4. Social Networks : Setup Facebook fan page (45 minutes)
5. Videos: Setup Youtube channel (30 minutes)
6. Professional Networks : Setup LinkedIn(30 minutes)
7. Combining Social Media Channels (60 minutes)
8. Metrics(45 minutes)
INTRODUCTION
SETUP
Section Topics
5
1. Learning Objectives 2. Introduction to Social Media 3. Social Media Versus Traditional Media 4. Types of Social Media
Learning Objectives
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In this section you will learn:
1. What is social media marketing? 2. How is social media different from traditional
media? 3. What are the different types of social media?
Social Media versus Traditional Media
12
SOCIAL
Content:
• Co-created
Conversation
• 2-way
Audience
• digital
Distribution
• Viral
TRADITIONAL
Content:
• Corporation
Conversation
• None
Audience
• Physical
Distribution
• Physical
Examples of Social Media
14
Blog Microblog Social Network
Professional Network Video
What Makes Social Media Different
15
Content: Community creates
Conversation: 2-way
Audience: Digital (online + mobile)
Distribution: Viral
Viral Means Information Spreads Quickly
16
HOW TO MAKE VIRAL? 1. Web-based 2. Web customers 3. Free 4. Built-in virality (easy
to spread) 5. Network effects (Adapted from: “Viral
Loop” by Adam Penenberg)
Source: Wired magazine
Different Types of Social Media
18
Blog
Wordpress
Typepad
Tumbler
Micro-blog
Professional Network
Social Network
Video
Youtube
Vimeo
Introduction: Section Summary
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1. What is social media ? ANSWER: Information created by community
2. How is social media different from traditional media? ANSWER: Content, Conversation, Audience, Distribution
3. What are the different types of social media? ANSWER: blog, micro-blog, social network,
video, professional network
How This Training Is Structured
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• Learning Objectives
• Introduction
• Setup
• Basics
Section
Section Topics
22
1. Learning Objectives 2. Introduction to blogs 3. Setup a blog 4. Basic elements of blogs
Learning Objectives
23
In this section you will learn:
1. What is a blog? 2. How to setup Wordpress 3. The most important elements of a blog
Introduction to blogs
24
http://www.wineanorak.com/wineblog/
CONTENT = POST
Introduction to blogs
25
http://www.wineanorak.com/wineblog/new-zealand/seresin-pinot-noirs#comments
CONVERSATION = COMMENT
AUDIENCE = READERS
How Can You Benefit By Blogging
26
Connect directly to customers
Communicate in authentic voice
Enhance credibility
Setting up Wordpress blog: Create an account
27
1. Logon to www.wordpress.com
2. Create a profile
Setting up Wordpress blog: Create blog
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1. Go to My Dashboards Manage Blogs
2. On left-hand side click on Settings
3. Enter 1. Blog Name 2. Description
4. On left hand side click 1. Themes (Choose
appearance) 2. Widgets (Choose
information to display on right hand side)
Setting up Wordpress blog: Create Post
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1. Go to My Dashboards New Post
2. Enter Post 3. Type or choose
1. Category 2. Tag
Setting up Wordpress blog: Publish Post
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1. After finishing Post 2. Click Save Draft 3. Click Publish
Blog Basics: Post
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http://www.wineanorak.com/wineblog/
BASICS -Reverse chronological (i.e., latest first) - Information (e.g., news, events, pictures, videos) DO -Educate - Alert - Credibility DO NOT -Sell - Advertise - Negative-sell KEY = EARN CREDIBILITY
Blog Basics: Categories & Tags
33
http://www.wineanorak.com/wineblog/
BASICS - flexibly classify posts DO -General terms DO NOT - Be too specific
KEY = ENABLE SEARCH
Blog Basics: Comments
34
http://www.wineanorak.com/wineblog/ BASICS - conversations DO -Reply -be personal DO NOT -Advertise -Sell
KEY = CONNECT
Blog Basics: Theme
35
http://www.wineanorak.com/wineblog/
BASICS - appearance (colors, pictures etc.) DO -Differentiate DO NOT -Commercialize
KEY = ENTERTAIN
How to get followers (readers) ?
37
1. SOCIAL MEDIA (e.g., Micro-blog, Social network, Professional Network, Video)
2. E-MAIL 3. E-MAIL SUBSCRIPTION WIDGET 4. RSS SUBSCRIPTION WIDGET 5. COMMENT on other blogs
Blogs: Section Summary
38
1. What is a blog? ANSWER: Content in reverse chronological order
2. How to setup Wordpress? ANSWER: Setup profile, blog, enter & publish posts
3. The most important elements of a blog ANSWER: Posts, Categories, Tags, Comments
Section Topics
40
1. Learning Objectives 2. Introduction to micro-blogs 3. Setup twitter 4. Basic elements of twitter
Learning Objectives
41
In this section you will learn:
1. What is a micro-blog? 2. How to setup Twitter 3. The most important elements of Twitter
Introduction to Twitter
42
http://twitter.com/jamiegoode
CONVERSATION = REPLIES, DIRECT MESSAGES, RETWEETS
CONTENT = TWEET (140 characters max)
AUDIENCE = FOLLOWERS
How Can You Benefit With Twitter
43
Distribute content
Receive & Send instantly
Receive & Send advice
Setup Twitter: Create Profile
44
1. Go to www.twitter.com
2. Create account
Setup Twitter: Get Followers
45
1. Go to www.twellow.com
2. Search by categories or location
Setup Twitter: Search
47
1. Go to www.search.twitter.com
2. Enter here
Setup Twitter: Listen
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1. Go to www.search.twitter.com
2. Enter here
Twitter Basics: Tweet
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http://twitter.com/jamiegoode
BASICS -Information in less than 140 characters DO -Educate -Recommend - Alert DO NOT -Sell - Advertise - Negative-sell KEY = EARN CREDIBILITY
Twitter Basics: Retweet = RT
50
http://twitter.com/jamiegoode BASICS -Tweet someone else’s tweet DO -Educate -Recommend
DO NOT -Take credit for someone else’s tweet KEY = ENHANCE VALUE
Twitter Basics: Hashtag = #
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http://twitter.com/jamiegoode
BASICS -Categorize or tag DO -Use familiar terms
DO NOT -Omit KEY = ENABLE SEARCH
Twitter Basics: Multiple Tools
52
• www.twitter.com
• www.tweetdeck.com Tweet
• www.twazzup.com
• www.search.twitter.com Search
• www.twittercounter.com
• www.twitteranalyzer.com Analyze
How to get followers?
54
1. Twitter page (www.twitter.com) Find People 2. Twitter search (www.twazzup.com) 3. Twitter analyzer (www.twittercounter.com) 4. Twitter list ( www.twellow.com )
Twitter: Miscellaneous
55
1. ACCOUNTS: 1 (one) for business 2. DIFFERENTIATE: Mark tweets with
hashtags (#) (e.g., #pricing, #advice etc.)
3. FOLLOWERS: Strategically increase who you follow to increase followers
4. TWEET TO RETWEET: tweet so that followers will retweet
5. LISTEN: search for trends and topics
Twitter: Section Summary
56
1. What is a micro-blog?
ANSWER: summary posts of less than 140 characters
2. How to setup Twitter ANSWER: www.twitter.com
3. The most important elements of Twitter ANSWER: tweets, retweets, #
Section Topics
58
1. Learning Objectives 2. Introduction to Facebook 3. Setup Facebook fan page 4. Basic elements of Facebook fan page
Learning Objectives
59
In this section you will learn:
1. What is a Facebook fan page 2. How to setup Facebook fan page 3. The most important elements of Facebook
Introduction to Facebook Fan Page
60
www.facebook.com/ChickfilA
CONTENT = UPDATES
CONVERSATION = REPLIES,
COMMENTS
AUDIENCE
Introduction to Facebook Fan Page
61
www.facebook.com/ChickfilA
CONTENT = TABS
How Can You Benefit From Facebook Fan Page
62
Build audience
Update instantly
Get feedback
Social Network Setup: Create User Account
63
www.facebook.com
Social Network Setup: Create Fan Page
64
1. Go to user account
2. Choose Create Page
Facebook Basics: News Feed
65
www.facebook.com/ChickfilA
BASICS -2-way conversation DO -Educate -Recommend - Alert DO NOT -Sell - Advertise - Negative-sell KEY = EARN CREDIBILITY
Facebook Basics: Tabs
66
www.facebook.com/ChickfilA
BASICS -Helpful information DO -Inform KEY = ENTERTAIN
How to get fans
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1. FACEBOOK: Suggest to Facebook Friends 2. FACEBOOK: Promote with Facebook Ads 3. OTHER SOCIAL MEDIA: Promote on other
channels 1. Blog 2. Micro-blog (e.g., Twitter) 3. Professional Network (e.g., LinkedIn) 4. Video (e.g., Youtube) 5. Website
Facebook: Section Summary
69
1. What is a Facebook fan page ANSWER: a way to promote business to prospects & customers
2. How to setup Facebook fan page ANSWER: First setup personal user account, then create fan page
3. The most important elements of Facebook fan page
ANSWER: tabs, profile, updates
Section Topics
71
1. Learning Objectives 2. Introduction to Youtube 3. Setup Youtube 4. Basic elements of Youtube channel
Learning Objectives
72
In this section you will learn:
1. What is a Youtube channel? 2. How to setup Youtube channel 3. The most important elements of Youtube
channel
Introduction To Youtube
74
http://www.youtube.com/user/drjamiegoode CONTENT =
INFORMATION
AUDIENCE = VIEWS,
SUBSCRIBERS
CONVERSATION = COMMENTS
Video Setup: Account
77
1. www.youtube.com 2. Create account for brand
Video: Setup: Miscellaneous
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1. ACCOUNT: Have 1 (one) account for your business
2. DIFFERENTIATE: between videos with tags
Youtube Basics: Video
80
http://www.youtube.com/user/drjamiegoode
BASICS -Helpful information DO -Brand -Educate DO NOT -Be too lengthy -Negative-sell KEY = EARN CREDIBILITY
Youtube Basics: Channel
81
http://www.youtube.com/user/drjamiegoode
BASICS -Similar to TV channel DO -Brand -Be consistent DO NOT -Be too flashy -Negative-sell KEY = ORGANIZE
Youtube Basics: Subscribers
82
http://www.youtube.com/user/drjamiegoode
BASICS -Cult-like DO -Study comments DO NOT -Ignore -Confuse KEY = ADD RELEVANT CONTENT
How to distribute video?
84
1. E-mail 2. Social networks 3. Advertise
Youtube: Section Summary
85
1. What is a Youtube channel?
ANSWER: branded content from your business, focused on specific area
2. How to setup Youtube channel ANSWER: Create account, customize account
3. The most important elements of Youtube channel ANSWER: videos, distribution
Section Topics
87
1. Learning Objectives 2. Introduction to LinkedIn profile 3. Setup LinkedIn 4. Basic elements of LinkedIn
Learning Objectives
88
In this section you will learn:
1. What is a LinkedIn profile? 2. How to setup LinkedIn 3. The most important elements of LinkedIn
Introduction to LinkedIn
89
www.linkedin.com/home?trk=hb_tab_home Updates
Introduction to LinkedIn
90
http://www.linkedin.com/in/ssaikia Profile
Introduction to LinkedIn
91
www.linkedin.com/companies/10768
Company
How Can You Benefit From LinkedIn
92
Professional image
Learn best practices
Recruit
LinkedIn Setup: Create Account
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1. www.linkedIn.com 2. Create account
LinkedIn Setup: Create Company
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1. www.linkedIn.com 2. Enter company details
LinkedIn Setup: Join Groups
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1. www.linkedIn.com 2. Search for groups 3. Join groups
LinkedIn Basics: Updates
96
www.linkedin.com/home?trk=hb_tab_home
BASICS -2-way conversation DO -Inform of changes DO NOT - Negative-sell KEY = PROFESSIONALISM
LinkedIn Basics: Profile
97
http://www.linkedin.com/in/ssaikia
BASICS -Career history DO - Provide names DO NOT - Advertise KEY = PROFESSIONALISM
LinkedIn Basics: Groups
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http://www.linkedin.com/in/ssaikia
BASICS -Affiliations DO -Contribute -Follow group guidelines DO NOT - Advertise KEY = SHARE KNOWLEDGE
How to distribute content?
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1. CONNECT: using LinkedIn 2. GROUP: post to groups
LinkedIn: Section Summary
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1. What is a LinkedIn profile?
ANSWER: your professional summary & company basic information
2. How to setup LinkedIn ANSWER: create profile, join groups, create company
3. The most important elements of LinkedIn ANSWER: profile, companies, groups, updates
Section Topics
103
1. Learning Objectives 2. Connecting social media channels
Learning Objectives
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In this section you will learn:
1. How to connect social media channels
Connecting Social Media Channels
105
Blog
Microblog
Social network
Video
Professional Network
BASICS - Access each from the others DO -Make seamless -Consistent content -Complement content DO NOT - ignore conversations KEY = CONSISTENCY
Connecting Wordpress to Other Channels
106
www.digitalsalespro.wordpress.com ALL 4 CHANNELS 1. Micro-blog 2. Professional Network 3. Social Network 4. Video
Connecting Twitter To Other Channels
107
www.twitter.com/digitalsalespro
TWITTER ALLOWS 1 (ONE) ADDITIONAL CHANNEL
Connecting Facebook Page to Other Channels
108
www.facebook.com/pages/DigitalSalesPro/343778423995
ALL 4 CHANNELS 1. Blog 2. Micro-blog 3. Professional Network 4. Video
Connecting Youtube Channel to Other Channels
109
http://www.youtube.com/user/DigitalSalesPro
1. YOUTUBE ALLOWS 1 (ONE) ADDITIONAL CHANNEL
2. ADD MORE WITHIN VIDEO CONTENT (e.g., ANNOTATIONS)
Connecting LinkedIn to Other Channels
110
http://www.linkedin.com/in/ssaikia ALL 4 CHANNELS 1. Blog 2. Micro-blog 3. Social Network 4. Video
Wordpress: Connecting To Other Channels
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3. Add each channel as a link (i) Micro-blog (ii) Professional Network (iii) Social Network (iv) Video
1. Go to www.wordpress.com
2. Go to Links
Wordpress: Connecting To Other Channels
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1. Click on Widgets
3. Drag Links to Sidebar on right
2. Click on Links
Twitter: Connecting to Other Channels
114
1. Login to Twitter and go to Profile tab
2. Enter site in Web field
Facebook: Connecting To Other Channels
115
2. Go to page
4. Click on Edit Information
3. Go to Info tab
5. Type social media channels such as -Blog link -Micro-blog account -Video channel -Professional Network profile
1. Go to facebook
Youtube: Connecting to Other Channels
116
2.Go to Profile section
1. Login to youtube
3. Enter channel in Website field
LinkedIn: Connecting To Other Channels
117
1. Login to Linkedin
2. Go to Profile
3. Choose Edit Profile
4. Enter social media channels
Connecting Social Media Channels: Section Summary
118
1. How to connect social media channels
ANSWER: Wordpress & Facebook allows linking to all channels, LinkedIn allows linking to Twitter and 3 more channels, Twitter allows linking to 1 channel
Learning Objectives
121
In this section you will learn:
1. How to measure social media marketing performance
Wordpress Metrics
123
1. LOCATION 2. TIME 3. CONTENT VIEWED 4. VIEWER
DEMOGRAPHICS 5. SOURCE OF CONTENT
Twitter Metrics
124
ANALYZE TWEETS http://www.twitteranalyzer.com/
1. TWEETS PER DAY 2. TOPICS 3. RETWEETS 4. REACH
Twitter Metrics
125
1. FOLLOWER COUNT 2. FOLLOW
ANALYZE TWEETS www.twittercounter.com
Facebook Insights
126
Facebook Insights
1. INTERACTIONS 2. INTERACTIONS PER
POST 3. POST QUALITY 4. STREAM CTR/ETR 5. DISCUSSION POSTS 6. REVIEWS 7. MENTIONS
Facebook Insights
127
Facebook Insights
1. FAN TOTALS 2. FANS – NEW VERSUS
REMOVED 3. COUNTRIES 4. DEMOGRAPHICS 5. PAGE VIEWS 6. UNSUBSCRIBES 7. MEDIA CONSUMED
Youtube Metrics
129
1. SOURCES OF VIEWERS 2. TIMELINE 3. DEMOGRAPHICS
Youtube: Google Analytics
130
1. SOURCES OF VIEWERS 2. TIMELINE 3. LOCATION OF VIEWERS
LinkedIn Metrics
131
Contacts Network Statistics
1. CONTACTS 2. DEGREES OF SEPARATION
LinkedIn Metrics
132
Contacts Network Statistics
1. DEMOGRAPHICS 2. INDUSTRIES
Metrics: Section Summary
133
1. How to measure social media marketing
performance ANSWER: Each tool has relevant metrics
