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Lesson 1
Content and Community
Presented by:
Daniel Gilligan Course Educator
Diploma in Social Media Marketing - Part I
Lesson 1
Introduction
What is Social Media Marketing?
Content Creation
Building a Community
Importance of Mobile
Summary
Course Interaction
Next Lesson
Q & A
About Us
• 4+ Years / 2012
• Largest LIVE Educator on the Planet
• Offices All Over the World
• 350+ full time employees
• 7 languages
• EGBET
Course Agenda
Week 1: The fundamentals
Lesson 1 : Content & Community
Lesson 2 : Monetising Social Media
Lesson 3 : YouTube - (On-demand / Pre-recorded)
Week 2: Learning the platforms
Lesson 4 : Facebook
Lesson 5 : Twitter
Lesson 6 : LinkedIn - (On-demand / Pre-recorded)
Week 3: Analysing our efforts
Lesson 7 : Instagram
Lesson 8 : Data Driven Social Media *
Week 4: Bring it all together
Lesson 9 : Online Reputation Management *
Lesson 10 : Building a Strategy *
Competition Time
• Live = Best
• Libraries Don’t Teach!
• We reward our most diligent students
• Shaw Academy Lifetime Membership Prize
- draw during lesson 8
• Attend 80%+ of the lessons live
Congratulations
A Journey of a Thousand Miles Begins with a Single Step
- Lao Tzu
You have all taken your first step
We are with you every step of the way
Let’s Begin
What is Social Media Marketing?
What is Social Media Marketing?
The collective of online communications channelsdedicated to community-based input, interaction,
content-sharing and collaboration.
Whatis.com
What is Social Media?
The action or business of promoting and selling products or services, including market research
and advertising.
oxforddictionaries.com
What is Marketing?
Market Research
ATL – vs – BTLAbove the line – Traditional
Below the line – Digital
Why do we do It?
Gives us accountability!
What is Marketing?
Putting our brand where the conversation already is
– Organic Content & Advertising
Ensuring that people have a good impression of our brand
– Reputation Management
Understanding our customer base
– Data Analytics
Social Media Marketing is …
• Dynamic
• Growing
• Very important
Social Media Marketing is …
What are the risks of Social Media Marketing?
Risks Within Social Media Marketing
• The conversation
• Customer Services
• Your reputation - ORM
• Losing sales
Risks Within Social Media Marketing
The Future of Social Media Marketing
• YouTube
The Platforms
Creating Content
Creating Content
Information made available for consumption by a website or other electronic medium
Dictionary.com
What is Digital Content?
What was the last device you used to interact with social media?
What was the last thing you took a photograph of?
What did you do with the photo?
Question Time!
• What is it?
• What we do with it?
• What should we do when creating content?
• What is our goal?
Social Content
Visual
AudioVideo
Text
Content Tools
Approaches to Content
Humorous
Educational
InspirationalConversational
Promotional
Types of Content - Humorous
Types of Content - Educational
Roundup PostList Post
Infographics
Types of Content - Educational
Something We’ve Been Doing Wrong All Along!
What Social Media Platforms Mean For Your Industry!
A Simple Change You Can Make in 24 Hours ...
What if Facebook Went Bankrupt?
This One Weird Trick ...
Types of Content - Inspirational
Types of Content - Inspirational
Types of Content - Conversational
Encourage Interaction
Ask a Question
Types of Content - Conversational
What’s your favourite Social Platform?
What song gets you ready for the day?
What’s the best blog post you’ve read this week?
How often do you post on Facebook?
Who’s your biggest role model?
Types of Content - Promotional
Types of Content - Promotional
80 : 20
Avoid Sales
Subtle
Paid and Organic
We need our content to stand out!
Creating Content
Building a Community
Community
• Know what you are talking about
• Credibility
• Who do you take advice from?
• Hydraulic Press Channel
Know Your Industry
• Opinions
• Our content
• Our products & services
• What are your favourite brands?
Social Communities
Why Build a Community?
Brand Advocates!
“We all want to belong to a group and have a positive image of that group”
- Henri Tajfel
“When our group identity is threatened, we react, and attempt to mitigate or remove the threat”
- Fathali Moghaddam
Psychology and Communities
Social Media on Mobile Platforms
Social Media on Mobile
Source: Statista
Mobile & Social Media
% of worldwide mobile phone users connecting to the Internet
Source: Ezoic
Mobile & Social Media
Average daily Internet usage (hours) by people in USA
Source: Statista
Mobile & Social Media
Ecommerce Website Traffic
Source: Statista
Mobile & Social Media
Distribution of time spent on apps by mobile users in USA in 2015
• Multiple devices
• Mobile traffic
• The Internet of Things Means…• Always on
• Personalised
• Accountability
• Market Research
• Responsive design
Mobile & Social Media
Summary
What is Social Media Marketing?
Content Creation
Building a Community
Importance of Mobile
Congratulations, you have just laid the foundations
Tús Maith Leath na hOibre Now we can start looking at platforms, and how we can monetise our efforts
Attend all of the lessons live to ask Questions in real time and benefit the most
We’re here to help, so contact us anytime!
https://twitter.com/shawacademy
https://twitter.com/ShawSocialDan
#ShawSocial
Class Interaction
Student Feedback
Here at Shaw Academy, we strive for continuous improvement.
After each lesson, we will ask you to rate the lesson on a scale of1 (lowest) to 5 (highest).
Next Lesson
• The next session is “Learning to Monetise Social Media”
• Social Media & E-commerce
• Optimizing your content & channel
• Monetising Social Media
• Building a platform
• Attend all of the lessons LIVE and your knowledge will grow
• Shaw Academy Lifetime Membership Prize during Lesson 8
Q&A
• You will learn E-Commerce, Optimising your content and Pinterest
• Covering these topics will allow us to move into more application focused areas
• You will gain an understanding of how to monetise your Social Media
Next Lesson is:
socialmedia.marketing@shawacademy.com
www.facebook.com/shawacademy
www.twitter.com/shawacademy www.shawacademy.com
Learning to Monetise Social Media
See local numbers on website
@ShawSocialDandanielgilligan@shawacademy.com
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