Social Media Marketing

1. Social Media Marketing Lecture 1 Course Overview

2. Social Media Marketing: The Instructor • Welcome! • Contact info: • Web: Coursaris.com • Email: coursari@msu.edu • Facebook: Dr.C.Coursaris • Twitter: @DrCoursaris • Web: www.msu.edu/~coursari • Skype: Ccoursaris

3. Social Media Marketing: The Instructor • Assistant Professor: • Telecommunication, Information Studies, and Media • Usability / Accessibility Research and Consulting • Research: Twitter, Facebook, Mobile Advertising, Online Political Marketing, Aesthetics & Usability • Teaching: MarComs, HCI & UXD, I.T. P.M. … • Study Abroad in Japan: 3 weeks, 3 Uni’s, 8 Co’s, 10 cities, 4 cuisine styles, baseball, sumo, karaoke … • Service learning: courses have real clients ($225K/term)

5. Social Media Marketing: The Course • Welcome! • … Why are you in this class?!  • Study concentration & level • What experience you have with SMM • What you would like to get out of this course

6. Twitter study: http://bit.ly/coE2NS • Mobile Advertising study: http://bit.ly/aL0plk

7. Social Media Marketing: The Course • Welcome! • … Why are you in this class?!  • Hopefully because: • The ‘Why’ is more important than the ‘How’ • In 2010 82% of all companies are planning to incorporate social media into their marketing and PR plans • 90% of agencies will use Facebook in future campaigns • TV is the top medium (?), followed by digital • 60% of agencies less focused on print than last year • ~60% of agencies feel print cannot be saved • PR in 20092010: +3% • PR in 20102014: +30% (or 7.5% per annum)

8. Social Media Marketing: The Course • Course Format • Social Media Marketing Strategy • Practical training of various SM & Marketing vehicles • Blogging • Twitter • Facebook Pages & Facebook Ads • LinkedIn & LinkedIn Ads • Campaign Management tactics • Bit.ly • Klout • Software: Tweetdeck & Hootsuite, Jing, Dropbox

9. Social Media Marketing: The Course • Course Grading • 10% Attendance • 10% Participation & Conduct • 70 % Project • 10% for Blog & 10% for Microblog (Twitter) • 5% for each: FB Profile, FB Page, LinkedIn Profile • 5% for Campaign • 5% for each: Facebook ads (x2), LinkedIn ads (x2) • 10% for Bit.ly Analytics & Klout Influence Report • 10% Presentation • 3’ Jing video of campaign: all SM, all ads, analytics, impact

10. Social Media Marketing: The Course • Let’s get started! • Create a business you’re going to promote: • Product/Service Category, Target audience, Brand Benefits, Brand Name, Location/Operations • Blog • Twitter • Facebook (Profile/Page) • LinkedIn • Bit.ly & Klout.com • We’ll be linking & using these accounts for class

11. Needed Tools • Jing.com • Demonstration • http://www.1stwebdesigner.com/freebies/free-screencasting-tools-video-tutorials/ • Photoshop (or any photo-editing software) • Splashup: Free, polished interface, tools & palettes modeled after Photoshop (e.g. layers) • Picnik: Most popular web-based photo editor; integrated with Flickr

12. Your Grade & the Final Project

13. Needed items • Create Gmail address to use in course • Download Jing http://www.jing.com • Create Dropbox account http://bit.ly/b9rzvh • Create Facebook ads facebook.com/ads/create • Create LinkedIn ads linkedin.com/ads/home

14. Project Requirements • 3:30-4:30’ Jing video showing your blog, Twitter, LinkedIn Profile & Ads, Facebook Page & Ads, and Bit.ly & Klout analytics. • If you are outside this duration, you will lose all 10% • Detailed requirements for each medium provided on the next 12 slides

15. Project Requirements • Blog: • 8 posts (150 words each) • 8 comments (50 words each) • Links (with images) to Facebook Page & LinkedIn • Allow for sharing of comments • Required widgets: Twitter, Tags, Blogroll/Links, Pages • Optional widgets (at least 2 from): Calendar, Search, Polls, Blog Stats, Box.net, Akismet, Top Rated, or others)

16. Project Requirements • Blog • Topics relevant to class discussion, syllabus, readings • Each post should link to relevant resources online • Evaluated on quality of engagement, fit with themes of course, clarity of expression, cultivation of community through regular activity • Each blog post must include “IESEGSMM”

17. Example Blog

18. Project Requirements • Create a Twitter account • Complete Profile • Follow your classmates (by finding them on my IESEG-SMM list) • Create 2 public & 1 private lists • Add at least 3 tweeps in each list (e.g. IESEG, MKTG, Competition) • Tweet about your new Twitter account with #IESEGsmm and your own registered hashtag included

19. Project Requirements • Twitter: • 24 tweets (all with #IESEGsmm): • 8 Original content • 8 RTs • 8 Mentions (@) • 3 shortened URLs (Bit.ly) to • Facebook Page, • LinkedIn Profile • Blog

20. Example Twitter

21. Project Requirements • LinkedIn • 100% Complete Profile • Joined Group “IESEG Social Media Marketing” • Tweet 1x after above steps with #in in tweet (to post on LinkedIn status) • Discussion: Total of 2 answers/questions • 2 Ads

22. Example LinkedIn Profile

23. Example LinkedIn Discussions

24. Example LinkedIn Ads

25. Project Requirements • Facebook • Create a Profile • Create a Page • Invite ‘friends’, Post on wall, Create Event & Promote, Track & Update) • Create 2 Ads (Create photo(s) and text)

26. Example Facebook Page

27. Example Facebook Ads

28. Project Requirements • Analytics • Report your Klout score • Speak to your recommendation to increase Klout • Report your Bit.ly Analytics • Shorten at least 5 URLs • Analyze effective reach • Speak to your recommendations to increase clicks

29. Example Bit.ly analytics

30. Example Klout analytics

31. Break & Move to Lab!