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Social Media Marketing

Welcome to the Social Media Marketing course led by Assistant Professor Dr. C. Coursaris. Gain practical knowledge on blogging, Twitter, Facebook, LinkedIn, and campaign management with tools like Bit.ly and Klout. Learn to create engaging content, manage ads, and monitor analytics for a successful marketing strategy.

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Social Media Marketing

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  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)

  4. 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

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

  6. 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)

  7. 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

  8. 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

  9. 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

  10. 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

  11. Your Grade & the Final Project

  12. Needed items • Create Gmail address to use in course • Download Jing http://www.TechSmith.com/Jing • Create Dropbox account http://bit.ly/hJ4iYK • Create Facebook ads facebook.com/ads/create • Create LinkedIn ads linkedin.com/ads/home

  13. 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

  14. Project Requirements • Blog: • 4 posts (150 words each) • 4 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)

  15. 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”

  16. Example Blog

  17. 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

  18. 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

  19. Example Twitter

  20. 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

  21. Example LinkedIn Profile

  22. Example LinkedIn Discussions

  23. Example LinkedIn Ads

  24. 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)

  25. Example Facebook Page

  26. Example Facebook Ads

  27. 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

  28. Example Bit.ly analytics

  29. Example Klout analytics

  30. Tonight’s Homework – Create all • Email account for your business • A Wordpress blog for your business (link it to above email) • A Twitter account for your business (link it to above email) • A Facebook Profile and a Page for your business (link it to above email) • A LinkedIn account, join the course group (IESEG Social Media Marketing) (and link it to above email) • A Bit.ly account and connect it to your Twitter (in Tweetdeck) (link it to above email) • A Klout account and link it to your Twitter, Facebook, and LinkedIn

  31. Break & Move to Lab! Twitter • Download Tweetdeck (or HootSuite, if using Chrome) • Add your Twitter & Facebook Page Photos • 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) Download Jing: http://www.techsmith.com/jing

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