Ieseg Smm Lecture1 Intro

8/2/2019 Ieseg Smm Lecture1 Intro

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Social Media Marketing

Lecture 1Course Overview



• Welcome!

• Contact info:

– Web: Coursaris.com

– Email: [email protected]

– Facebook: Dr.C.Coursaris

– Twitter: @DrCoursaris

– Skype: Ccoursaris

Social Media Marketing: The Instructor

http://www.coursaris.com/

mailto:[email protected]

http://www.facebook.com/Dr.C.Coursaris

http://www.twitter.com/DrCoursaris

http://www.twitter.com/DrCoursaris

http://www.facebook.com/Dr.C.Coursaris


http://www.coursaris.com/



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, 10cities, 4 cuisine styles, baseball, sumo, karaoke …

• Service learning: courses have real clients ($225K/term)



• 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

Social Media Marketing: The Course



Complete the following 2 surveys

• Twitter study:

http://bit.ly/coE2NS

• Mobile Advertising study:

http://bit.ly/aL0plk







• 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 20092010: +3%

– PR in 20102014: +30% (or 7.5% per annum)





• 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




• Course Grading

– 20% Attendance (4% per full day)

– 20% Homework

– 50 % Project

• 10% for Blog & 10% for Microblog (Twitter)

• 5% for each: FB Page, LinkedIn Profile&Groups

• 5% for each: Facebook ads (x2), LinkedIn ads (x2)• 5% for each: Bit.ly Analytics & Klout Influence Report

– 10% Presentation

• 5’ Jing video of campaign: all SM, all ads, analytics, impact



• 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




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

http://www.techsmith.com/Jing

http://www.1stwebdesigner.com/freebies/free-screencasting-tools-video-tutorials/


http://www.splashup.com/

http://www.picnik.com/

http://www.picnik.com/

http://www.splashup.com/










http://www.techsmith.com/Jing



Your Grade & the Final Project



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

http://www.jing.com/

http://bit.ly/hJ4iYK

http://www.facebook.com/ads/create

http://www.linkedin.com/ads/home

http://www.linkedin.com/ads/home

http://www.facebook.com/ads/create

http://bit.ly/hJ4iYK

http://www.jing.com/



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




• 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)




• 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



Example Blog




• 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




• Twitter:

– 24 tweets (all with #IESEGsmm):

• 8 Original content

• 8 RTs

• 8 Mentions (@)

– 3 shortened URLs (Bit.ly) to

• Facebook Page,

• LinkedIn Profile

• Blog



Example Twitter




• 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



Example LinkedIn Profile



Example LinkedIn Discussions



Example LinkedIn Ads




• 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)



Example Facebook Page



Example Facebook Ads




• 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



Example Bit.ly analytics



Example Klout analytics



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 Profile and a Page for your business (link it toabove 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 (inTweetdeck) (link it to above email)

• A Klout account and link it to your Twitter, Facebook, and

LinkedIn

• Download TweetDeck & register with HootSuite



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

http://www.techsmith.com/jing



http://www.techsmith.com/jing

Ieseg Smm Lecture1 Intro

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