Social Media Marketing

1. Social Media Marketing Lecture 3 Twitter & Bit.Ly & Klout.com

2. Wednesday Agenda Morning items: • Twitter: • Twitter • Lecture • Tweetdeck • Hootsuite Afternoon items: • Twitter Strategy • Bit.Ly • Klout.com

3. Twitter Checklist (1 of 3) • Create account https://twitter.com/signup • Use Business Name as Full Name • Use same email address as in blog, and the same you’ll use for Facebook • Upload photo • Enter Bio information, including blog URL • Tweet to announce the creation of your account (add #iesegsmm at the end)

4. Twitter Checklist (2 of 3) • Follow Dr. C’s IESEG-SMM List • Create a list called IESEG-SMM-Friend and enter at least 3 friends from the class in it • Create a public list for your business (e.g. wine manufacturers), and add at least 3 businesses • Create a private list of competitors for your business, and add at least 3 businesses

5. Wednesday Afternoon Agenda • 1. Check homework: Open Tabs for Blog, Twitter, LinkedIn (close Facebook) • 2. Email me at coursari@msu.edu • Full name • Business Name • Blog URL • Twitter ID • LinkedIn Profile • (save this email; you'll update it tomorrow and resend) • 3. Add me so I can add you back • 4. Follow my List IESEG-SMM

6. Twitter Checklist (3 of 3) • Tweet something related to your business + #iesegsmm • Reply to a Friend’s tweet • Send a DM to another Friend • Search.twitter.com to retrieve all #iesegsmm tweets

7. Tonight’s Homework Twitter • Download Tweetdeck (or HootSuite) • Add your Twitter account • Send at least 2 business related tweets (append #iesegsmm) Blog: Post at least 2 blogs & 2 comments (tag/label iesegsmm) Facebook: Create your Page - Naming information: http://www.facebook.com/help/?page=1167 LinkedIn: Create your professional profile as part of your business Ads: • Retrieve and create 3 photos to use in your ads; dimensions: • 110 px wide x 80 px tall; aspect ratio of 4:3 or 16:9. < 5MB • Prepare text to accompany each ad (rem: 1-2 benefits)

8. Tactics:R.O.L.E.S. & A.V.A.T.A.R.S. Dr. Constantinos K. Coursaris Assistant Professor, M.S.U. Telecommunication, Information Studies, and Media Usability / Accessibility Research and Consulting Twitter: DrCoursaris

9. @DrCoursaris TweetStats 2009-10

10. @DrCoursaris TweetStats 2011

11. @DrCoursaris TweetStats 2011

12. R. O. L. E. S. & A. V. A. T. A. R. S. Relationships – It’s what it’s all about • Follow • List • RT • @ • DM • …

13. R. O. L. E. S. & A. V. A. T. A. R. S. Relationships – It’s what it’s all about

14. Relationships – It’s what it’s all about

15. R. O. L. E. S. & A. V. A. T. A. R. S. Objectives: Individual vs. Organization • Work • Networking • Coordinating • Knowledge Sharing • Leisure • Both • … neither?!

16. R. O. L. E. S. & A. V. A. T. A. R. S. Lists are your friends • Manage contacts / helps Objectives

17. R. O. L. E. S. & A. V. A. T. A. R. S. Extend Reach

18. R. O. L. E. S. & A. V. A. T. A. R. S. Self-Referencing … think twice

19. R. O. L. E. S. & A. V. A. T. A. R. S. Audience Awareness

20. Valued Content

21. R. O. L. E. S. & A. V. A. T. A. R. S. Valued Content Dr. C MSU Dubai

22. R. O. L. E. S. & A. V. A. T. A. R. S. Valued Content

23. R. O. L. E. S. & A. V. A. T. A. R. S. Append • # • RT, via • URL

24. R. O. L. E. S. & A. V. A. T. A. R. S. Track Effectiveness • ? IMPs • 473 CTs • ? CTR • ObserveLong tail • Ensureuniquecampaigntracking

25. R. O. L. E. S. & A. V. A. T. A. R. S. Track Effectiveness • 834 IMPs • 146 CTs • 17.5% CTR • 11.% eCTR

26. R. O. L. E. S. & A. V. A. T. A. R. S. Action (call)

27. R. O. L. E. S. & A. V. A. T. A. R. S. Research • Tactics & Opinions

28. PollEverywhere

29. PollAnywhere

30. Twitter Sentiment

31. Social Mention

32. Hashtags.org

33. TwapperKeeper

34. TwapperKeeper

35. Summarizr (via TwapperKeeper)

36. Summarizr (via TwapperKeeper)

37. Summarizr (via TwapperKeeper)

38. Final Twitter Tips • Favorite tweets you want to RT in the future • By Others  more RTs for you • By You: focus on popular ones • RTs, bit.ly stats • RT a tweet 3-4x over 6-8 wk without losing appeal • Once RTed, unfavorite tweets • Content Strategy & Schedule tweets to save time • Identify Influencers • Track Impact

39. Content Placement Strategy

40. Influencers & Conversations

41. Measure Results

42. Measure Results • If you can’t measure it, you can’t manage it • Measure based on Objectives • Objectives should have measurable goals • Evaluate data & conclude • Return on Engagement • How many clicked a blog post link? • How many RTs? • How many comments/likes/shares of blog posts? • How many followers does the person who RTed you have?

43. Track Impact

44. Top 10 Twitter Apps • Bit.ly: shorten URLs & track statistics • TweetStats: Stats & Tweet Cloud • TwitPic or TweetPhoto/Plixi: Share photos on Twitter • Tweetmeme: ReTweet buttons for blog / website • Screenr: Web-based recorder of iPhone/laptop & shared • 12seconds: Mobile/laptop videos on your channel • Favstar.fm: Track most favorited tweets • Twibbon: Raise awareness by allowing followers to embed ribbons/icons on Twitter avatars • BubbleTweet: Video onto your Twitter profile • Trottr: Brief audio mobile msgs, hosted online & shared

45. R. O. L. E. S. & A. V. A. T. A. R. S. Sales Boost

46. How can Twitter help?

47. Tactics:R.O.L.E.S. & A.V.A.T.A.R.S. Dr. Constantinos K. Coursaris Assistant Professor, M.S.U. Telecommunication, Information Studies, and Media Usability / Accessibility Research and Consulting Twitter: DrCoursaris