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Social Media Marketing

Social Media Marketing. Lecture 1 Course Overview. Social Media Marketing: The Instructor. Welcome! Contact info : IesegSMM.wordpress.com Web: Coursaris.com Email: coursari@msu.edu Facebook: Dr.C.Coursaris Twitter: @DrCoursaris Skype: Ccoursaris.

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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: IesegSMM.wordpress.com • Web: Coursaris.com • Email: coursari@msu.edu • Facebook: Dr.C.Coursaris • Twitter: @DrCoursaris • 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. 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)

  6. 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

  7. Social Media Marketing: The Course • Course Grading • 20% Attendance (4% per full day) • 20% Homework • 40 % Project (5% for each item below) • Blog, Twitter, FB Page, LinkedIn Profile&Groups • Facebook ads (x2), LinkedIn ads (x2) • Bit.ly Analytics, Klout Influence Report • 20% Presentation • 5’ Jing video of campaign: all SM, all ads, analytics, impact

  8. 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 (fake) • Twitter (fake) • Facebook (Page, fake) • LinkedIn (real profile) • Bit.ly & Klout.com (register & link accounts)

  9. Needed Tools • http://www.TechSmith.com/Jing • 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

  10. Your Grade & the Final Project

  11. Needed items • Create Gmail address to use in course • Download Jing TechSmith.com/Jing • Create Dropboxaccount bit.ly/DropboxPromo • Create Facebook ads facebook.com/ads/create • Create LinkedIn ads linkedin.com/ads

  12. Project Requirements • 5 minute Jing video showing your blog, Twitter, LinkedIn Profile & Ads, Facebook Page & Ads, and Bit.ly & Klout analytics. • Detailed requirements for each medium provided on the next 12 slides

  13. Project Requirements • Blog: • 2 posts (150 words each) • 2 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) • Report analytics of your blog (e.g. comments)

  14. 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” tag

  15. Example Blog

  16. 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

  17. 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

  18. Example Twitter

  19. 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

  20. Example LinkedIn Profile

  21. Example LinkedIn Discussions

  22. Example LinkedIn Ads

  23. 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)

  24. Example Facebook Page

  25. Example Facebook Ads

  26. Project Requirements • Analytics • Report your Klout score • Speak to your recommendation to increase Klout • Report your Bit.ly Analytics • Shorten at least 5 URLs (e.g. FB, TWI, In, Blog, article) • Analyze effective reach • Speak to your recommendations to increase clicks

  27. Example Bit.ly analytics

  28. Example Klout analytics

  29. Tonight’s Homework – Create all • An e-mail 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 Page for your business • A LinkedInaccount, join the course group (IESEG Social Media Marketing) (with your real email/make real profile) • A Bit.ly account and connect it to your Twitter (in Tweetdeck) (link it to above email) • A Klout account & link it to your Twitter, Facebook, LinkedIn • Download TweetDeck & register with HootSuite

  30. Tuesday night homework Twitter • Add your Twitter & Facebook Page to TweetDeck & HootSuite 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 • Create Dropbox.com account and share folder with coursari@msu.edu

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