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Social Media Marketing
Lecture 1Course Overview
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• Welcome!
• Contact info:
– Web: Coursaris.com
– Email: [email protected]
– Facebook: Dr.C.Coursaris
– Twitter: @DrCoursaris
– Skype: Ccoursaris
Social Media Marketing: The Instructor
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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)
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• 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
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Complete the following 2 surveys
• Twitter study:
http://bit.ly/coE2NS
• Mobile Advertising study:
http://bit.ly/aL0plk
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• 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)
Social Media Marketing: The Course
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Social Media Marketing: The Course
• Course Format
– Social Media Marketing Strategy
– Practical training of various SM & Marketing vehicles
• Blogging
• Facebook Pages & Facebook Ads
•
LinkedIn & LinkedIn Ads – Campaign Management tactics
• Bit.ly
• Klout
– Software: Tweetdeck & Hootsuite, Jing, Dropbox
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Social Media Marketing: The Course
• 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
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• Let’s get started!
• Create a business you’re going to promote:
– Product/Service Category, Target audience, Brand
Benefits, Brand Name, Location/Operations
– Blog
– Facebook (Profile/Page) – LinkedIn
– Bit.ly & Klout.com
•We
’ll be linking & using these accounts for class
Social Media Marketing: The Course
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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
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Your Grade & the Final Project
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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
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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
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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)
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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
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Example Blog
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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
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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
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Example Twitter
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Project Requirements
– 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
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Example LinkedIn Profile
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Example LinkedIn Discussions
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Example LinkedIn Ads
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Project Requirements
– Create a Profile
– Create a Page
– Invite ‘friends’, Post on wall, Create Event &
Promote, Track & Update)
– Create 2 Ads (Create photo(s) and text)
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Example Facebook Page
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Example Facebook Ads
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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
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Example Bit.ly analytics
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Example Klout analytics
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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
• Download TweetDeck & register with HootSuite
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Tuesday night homework
• 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