social media marketing course workbook - equinet academy · social media marketing course workbook...

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Social Media Marketing Course Workbook (This workbook is designed to be used with Harnessing The Power of Social Media For Student

Engagement workshop.)

1 INTRODUCTION

1.1 PRINCIPLES OF DIGITAL AND SOCIAL MEDIA


2 DEFINE SOCIAL MEDIA MARKETING OBJECTIVES

The old adage “You cannot manage what you do not measure” is especially true in the age of

digital and social media. Every single step of your social media marketing activity can be

monitored, tracked and quantified. Identify Marketing Problem

2.1 DETERMINE MARKETING OBJECTIVES AND METRICS

2.2 MATCH TO YOUR DIGITAL MARKETING FUNNEL


2.3 SET SOCIAL MEDIA MARKETING GOALS AND OBJECTIVES

Establish SMART (Specific, Measurable, Attainable, Realistic and Time-bound) goals and

objectives.

Objectives (eg Grow Facebook Community)

Metrics/KPIs (eg # of new fans)

Targets (eg 20% increase by 2016)

Check that your KPIs are either awareness, engagement, conversion or loyalty KPIs.

2.4 UNDERSTAND GOOGLE ANALYTICS AND URL BUILDER

2.4.1 Types of Google Analytics Reports

• Audience: Demographics, Interests, Locations, Language, Behaviours, Technology

used

• Acquisition: Traffic sources, broken down by channels and sources/medium, PPC

campaigns, and SEO


• Behaviour: Behaviour flow of your visitors, including top entry pages, top exit pages,

search terms, etc.

• Conversions: Linked to Goals which you’ve set up.

2.4.2 Useful Links and Tools

• The Absolute Beginner’s Guide to Google Analytics

https://moz.com/blog/absolute-beginners-guide-to-google-analytics

• Google Analytics URL-Builder

https://ga-dev-tools.appspot.com/campaign-url-builder/

• Link Shortener Service

bit.ly

2.5 MAP TO DIGITAL MARKETING FUNNEL Map your current metrics to your digital marketing funnel, and establish what your desired

performance would be.

CURRENT METRICS

DESIRED METRICS

https://moz.com/blog/absolute-beginners-guide-to-google-analytics


https://bitly.com/


2.6 CAMPAIGN MESSAGES – 6 STEPPS TO VIRALITY

Social Currency remarkability, game mechanics, make people feel insiders

Triggers eg specific days, seasons, phrases, daily activities and events

Emotion high arousal awe, excitement, amusement, anger, or anxiety

Public increase public visibility, social proofs

Practical Value useful information, incorporate psychology of deals

Storytelling use of a story as a “Trojan’s Horse” to convey message

EXERCISE Work in your groups to come out with 2 ideas for your content. Each idea to cover at least 2

STEPPS.

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


3 DEVELOP SOCIAL MEDIA CONTENT

3.1 MASTERING FACEBOOK Used by over 1.55 billion users around the world, Facebook is the most popular social networking

site on the planet. Almost everybody is on Facebook – teens, youths, adults, and seniors. Here are

some exercises to help you achieve greater mastery on Facebook.

3.1.1 Examples of Facebook Post

3.1.2 Guidelines to Mastering Faceboook

Ensure that you follow the guidelines below for creating successful Facebook posts:

• Keep It Short (mostly)

• Post with Images

• Post Native Videos

• Be natural and witty

• Ask Questions Linked to Your Brand


EXERCISE

Create Facebook Posts

Using tools like Canva or Powerpoint, create a Facebook Post based on the following parameters:

a) Facebook post one. Type of post: ______________________

Caption (140 characters or less):

______________________________________________________________________

_______________________________________________________________________

Photo (paste below)

Any link? If so, cut and paste the link here and check social snippets for reproduction quality


3.2 USING FACEBOOK INSIGHTS These are performance indicators available in Facebook Insights:

• Page Likes – Measure of engagement

• Post Reach – Number of unique people who have seen your posts over the last week

• Impressions – Number of times a content appears to a person

• Engagement – Are they liking, commenting, sharing or clicking to see more?

• Recent Post Engagement – Analyze your five most recent posts to see which worked

best/worst.

• Pages to Watch – Track your competitor pages

• Suggested Pages to Watch – Picked by Facebook Insights

Indicator Before After

Page Likes

Growth Rate (Fans)

Average Reach

Average Impressions

Average Engagement Per Post

Engagement Rate Per Post (Organic)

Engagement Rate Per Post (Boosted)


3.3 MASTERING INSTAGRAM Instagram is the world’s fastest growing visual social network. It is also the youngest social

network in terms of users. In this section, you will learn to create Instagram accounts and posts

3.3.1 Example of Instagram Account

3.3.2 Example of Instagram Post


3.3.3 Guidelines to Mastering Instagram

Ensure that you follow the guidelines below for creating successful instagram posts:

1. Publish Regularly 2. Engage to grow influence 3. Use Hashtags to grow influence 4. Use influencer analytics and metrics 5. Sign up for an automated platform

EXERCISE

Create Instagram/Twitter Posts

Using tools like Canva or Powerpoint, create one Instagram photo with overlay text. Write appropriate caption and hash tags.

Caption: _______________________________________________________________________

______________________________________________________________________________

Hashtags: _____________________________________________________________________


3.4 MASTERING LINKEDIN

3.4.1 Building Your LinkedIn Profile

Your LinkedIn profile is an embodiment of your professional image on the Internet. It can be found

through searches on LinkedIn itself, or various search engines like Google, Bing and Yahoo! As it

is often the first thing which pops up when your name is searched, it serves you well to make sure

that it reads well.

Profile Name: ______________________________________________________

Keywords that are related to your Unique Value Proposition to employers/customers/partners:

____________________________________________________________________________

____________________________________________________________________________

Your professional headline (express your UVP in the 120 character)

Profile Personal Headline: _____________________________________________________

A Professional Taken Profile Photo. Consider how it represents your personal brand

(professional, slick, caring, hipster)

Summary that Highlights Your Unique Strengths (up to 2,000 character)


Employment history (focus on your keywords)

Education history (focus on your keywords)

Include Other Achievements (Certificates, Patents, Languages, Honours and Awards,

Organisations etc)

List of Skills

Hard/Tech Skills Soft Skills Industry Specific

Social Media Marketing People Management Attractions Management

__________________ ____________________ ____________________

__________________ ____________________ ____________________

__________________ ____________________ ____________________

__________________ ____________________ ____________________

__________________ ____________________ _____________________

Profile settings issues / checkboxes:

How public do I want my profile to be? __________________

With whom do I want to connect with? __________________

What do I want to be visible or invisible? __________________

Contact info. Include all the different ways in which a person can contact you via phone number,

website, Twitter, address, and so on.

Email:

Work Phone:

Address (not recommended)

Twitter:

Websites:


3.4.2 Best Practices in LinkedIn Posts

Much of what you’ve learned for Blogs and Facebook applies to LinkedIn too. LinkedIn’s Pulse

allows you to create your own blog post on LinkedIn’s profile, and is an effective way to establish

thought leadership on LinkedIn for B2B businesses.

The key thing to note here is that LinkedIn is a B2B and Professional Network. Thus, it is

important to weave whatever emotional triggers you may have for your content to a professional

context.

Curate Articles by Thought Leaders

Thought Leaders in my industry: ___________________________________

Potential Articles:

Thought Leader: (eg Bill Gates)

Article 1 Selected

Link to Article:

Provide Valuable Professional/Business Advice or Tips

LinkedIn is partial towards content that help users to solve professional challenges, especially

those related to HR, leadership, personal development, career development, and personal

branding.

Useful Topic/Keywords:

Infographic Title:

Link to Infographic:


Trending News Articles/Newsjacking

Like Facebook, Twitter and other social channels, LinkedIn is partial towards trending news.

Trending Topics/Keywords:

Article 1 Title:

Link to Article:

EXERCISE

Generate LinkedIn Content Ideas

List down 5 LinkedIn pieces of content that you can create or curate:

• Thought Leader

• Trending news articles/newsjacking

• Business advice or tips


3.4.3 My LinkedIn Check List Diary

Daily Habits

Post one update on my LinkedIn Feed

Scroll my Updates Feed and “Like” 5 to 6 posts

Comment on three LinkedIn posts




Weekly

Write one LinkedIn Pulse Article

List down potential connections

Monthly




Six-Monthly




3.5 HOW TO BLOG LIKE AN INFLUENCER

3.5.1 Guidelines to Mastering Blog

Ensure that you follow the guidelines below for creating successful blogs:

1. Write Keyword-rich and Emotion-laden Headline

2. Turn on Emotion

3. List Post Work!

4. Use the [Bracket]

5. Focus on Your Lead In

6. Use Figures of Authority


EXERCISE

Write a short 300-words blog post (about 3 paragraphs or so) from one of the possible following

topics. Use one or two of the STEPPS above to craft your post:

1. How to solve your customer’s biggest pain point

2. The latest findings in your industry

3. An emotionally arousing testimonial by a fictitious customer

Create a minimum of 3 sub-heads/ points

Headline

Hero Image (Cut and Paste here)

Lead-in Sentence (ie first line of first paragraph)

Introductory Paragraph

Sub-Head 1

Paragraph 1 (feel free to add more images/ videos)

Sub-Head 2


Sub-Head 3


Concluding Paragraph

Optional: CALL TO ACTION (Action-Oriented Text, Showcase Product, Urgency)?


4 MANAGE SOCIAL MEDIA COMMUNITY

Like other important roles, the effective management of your social media presence requires a

team effort straddling the entire organisation. This covers social media policies, manpower roles

and PR policies and procedures.

4.1 MANAGING SOCIAL MEDIA COMMUNITY

Name of Community: ________________

Social Channel: _____________________

4.1.1 Recruit Strategy

Tactics Describe Tactics

Fresh Content Eg share useful tips on clothes shopping every Monday

Existing Sites and Communities

Contests/ Opt-in Deals

Promotional Swaps

4.1.2 Engage


Listen First Eg. Use listening tool like Buzz Sumo and brand-related keywords

Give Shout Outs

Ask Expert/ Question

Publish at Optimal Times

Customer Service

4.1.3 Sustain


Members Meet-Ups Eg Organise bi-monthly meet-ups with members at different outlets

Update Post Regularly

Establish Community Policies

Curate content from other sources

Use Social Tools

Membership Benefits

Community Manager


4.1.4 Advocate


Seek advice/ inputs from members

Share Customer Stories

Give Members a Role

Incentivise Sharing

Use Gamification

4.2 SOCIAL MEDIA CONTENT CALENDAR

4.2.1 Sample Weekly Calendar

Date: ________Week _______ Month __________Year

Day of Week/ Time

Channel Content/ Activity

Keywords & hashtags

CTA & Links Photos/Videos

Monday 6 pm

Want to impress your friends with the coolest insights ever?

#coolcampaigns Make a splash now at coolerinsights.com/social-media-campaign/

Tuesday

Wednesday

Launch of Get-a-Friend promotion (Recruit)

#CoolFriends Bring a friend to our workshop and enjoy a 20% discount!

Thursday

Friday

Campaign Duration Period

Initiation Date: _______________________

Start Date: _________________________

End Date: __________________________

https://www.google.com.sg/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiKp4ahxp_NAhXBp48KHYJ6BdIQjRwIBw&url=http://www.bewselectricalappliances.co.uk/&bvm=bv.124272578,d.c2I&psig=AFQjCNFOoxc_AdBlG59xK8A_J9ybvh9EOw&ust=1465719895222292

https://www.google.com.sg/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjJq-X_xZ_NAhXFs48KHSwoDKAQjRwIBw&url=https://aimeejoseph.wordpress.com/2015/02/20/a-splash-or-a-ripple/&psig=AFQjCNHpw60Dx1gxnYGd5IFS9qzBQrnniA&ust=1465719815520930

https://www.google.com.sg/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiKp4ahxp_NAhXBp48KHYJ6BdIQjRwIBw&url=http://www.bewselectricalappliances.co.uk/&bvm=bv.124272578,d.c2I&psig=AFQjCNFOoxc_AdBlG59xK8A_J9ybvh9EOw&ust=1465719895222292


EXERCISE

Create Content Calendar

Create one week content calendar. Incorporate Community Management activities.

Day of Week / Time

Channel Content/ Activity

Keywords & hashtags

CTA & Links Photos/Videos

Monday

Tuesday

Wednesday

Thursday

Friday

Campaign Duration Period

Initiation Date: _______________________

Start Date: _________________________

End Date: __________________________


4.3 WORKING WITH INFLUENCERS

4.3.1 Five Step Process to Engage Social Media Influencers

#1 Content Fit • Cultural references

• Tone of voice (casual, chic, street, formal)

• Style (colloquial, formal)

• Language (grammar, spelling)

• Media formats (photo, video or text)

#2 Right Niche

• Select influencer with the right topic of interest or keywords in their content.

#3 Study Their Audiences

• Demographics • Psychographics • Social dynamics • Online behaviours

#4 Request for References

• Measurable Track Records • Brand-Influencer Relations • Value for Money • Reputation & Integrity

#5 Brand-Influencer Fit

• Online personality • Tone and style of writing • Competitor brands?


4.3.2 Identifying Right Influencers

Who are the influencers whom you can work with? Use the five steps below to streamline your

search.

INFLUENCER Types of content? (/10)

Niche Areas/ Categories? (/10)

Target Audiences (/10)

Reference Checks (/10)

Brand/ Influencer Fit? (/10)

Overall Score (/50)

4.3.3 Social Influencer Event

Title:

Objective:

Type of Influencer Incentive:

Social or Digital PR? ________________________ Non-monetary or in kind benefits? ___________________________ Contests? Awards? Monetary Sponsorships/ Advertorials?

Targeted Categories/ Influencers

Category 1 _____________ Influencers: _________________________________ Category 2 _____________ Influencers: _________________________________ Category 3 _____________ Influencers: _________________________________

Description of Event (Bullet Points):

Hashtags: _________________________________________________________________


4.3.4 Influencer Campaign Checklist

Check that you have incorporated the following considerations:

Evenings and weekends preferred Press release/information Food glorious food! Photo and video ops provided Appropriate hashtag for your org/campaign/brand Include gamification (contests, prizes etc) Mechanics for contests (if any) Optimal lighting for photoshoots SWAG/ goodie bag


5 REFERENCE MATERIALS

5.1 USEFUL TOOLS FOR SOCIAL MEDIA MARKETING

Social Media Analytics and Research

Social Media Buzz (ie virality of topic/content/keyword)

• Buzzsumo (http://buzzsumo.com/)

• Epicbeat by Epictions (https://epicenter.epictions.com/epicbeat/explore/)

Social Media Competitor Analysis

• Social Bakers (https://www.socialbakers.com/)

• Fanpage Karma (http://www.fanpagekarma.com/)

Search Engine Volume (SEO Keyword Research)

• Google AdWords Keyword Planner (https://adwords.google.com.sg/KeywordPlanner)

• SEMRush (https://semrush.com/)

• SpyFu (http://www.spyfu.com/)

• Keyword Tool (http://keywordtool.io/)

Web Visitorship Traffic and Performance

• Google Analytics (http://analytics.google.com/)

• Google URL Builder (https://ga-dev-tools.appspot.com/campaign-url-builder/)

• SimilarWeb (https://www.similarweb.com/)

• Kissmetrics (http://www.kissmetrics.com/)

Social Media Content Development

Image Based Content Creation

• Canva (http://canva.com/)

• Piktochart (https://piktochart.com/)

Free Sources of Photos

• Unsplash (http://unsplash.com)

• Pixabay (https://pixabay.com/)

Facebook Ad Image Checker

• Facebook Text Overlay Tool (https://www.facebook.com/ads/tools/text_overlay)

• Grid Image Checker Tool (http://www.social-contests.com/check-image/)

http://buzzsumo.com/

https://epicenter.epictions.com/epicbeat/explore/

https://www.socialbakers.com/

http://www.fanpagekarma.com/

https://adwords.google.com.sg/KeywordPlanner

https://semrush.com/

http://www.spyfu.com/

http://keywordtool.io/

http://analytics.google.com/


https://www.similarweb.com/

http://www.kissmetrics.com/

http://canva.com/

https://piktochart.com/

http://unsplash.com/

https://pixabay.com/

https://www.facebook.com/ads/tools/text_overlay

http://www.social-contests.com/check-image/


Landing Pages and Social Promotion Tools

• Wishpond (https://www.wishpond.com/)

• Lead Pages (https://www.leadpages.net/)

Social Media Advertising

• Facebook Ads Manager (within Facebook interface)

• Facebook Insights (within Facebook pages)

Social Media Metrics Calculators

• Social Networking Costs/Benefits Calculator (https://www.dragonsearch.com/digital-

marketing-resources/tools/social-networking-media-roi-calculator/)

• Social Media ROI (http://engage.twenty20.com/social-media-roi)

Social Media Management/ Scheduling

• Hootsuite (https://hootsuite.com/)

• Buffer App (http://buffer.com/)

• Postcron (http://postcron.com/)

• Sprout Social (http://sproutsocial.com/)

Social Media Policy Tool

• Social Media Policy Tool (http://socialmedia.policytool.net/)

END OF WORKBOOK

https://www.wishpond.com/

https://www.leadpages.net/

https://www.dragonsearch.com/digital-marketing-resources/tools/social-networking-media-roi-calculator/

https://www.dragonsearch.com/digital-marketing-resources/tools/social-networking-media-roi-calculator/

http://engage.twenty20.com/social-media-roi

https://hootsuite.com/

http://buffer.com/

http://postcron.com/

http://sproutsocial.com/

http://socialmedia.policytool.net/

social media marketing course workbook - equinet academy · social media marketing course workbook...

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