Social Media Marketing

Lecture 1Course Overview

• Welcome!• Contact info:

IesegSMM.wordpress.com– Web: Coursaris.com– Email: coursari@msu.edu– Facebook: Dr.C.Coursaris– Twitter: @DrCoursaris– Skype: Ccoursaris

Social Media Marketing: The Instructor

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)

• 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

• 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

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

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

• 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)

Social Media Marketing: The Course

Needed Tools

• http://www.TechSmith.com/Jing – Demonstration– http://www.1stwebdesigner.com/freebies/free-scr

eencasting-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

Your Grade & the Final Project

Needed items

• Create Gmail address to use in course• Download Jing TechSmith.com/Jing• Create Dropbox account bit.ly/DropboxPromo

• Create Facebook ads facebook.com/ads/create• Create LinkedIn ads linkedin.com/ads

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

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)

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

Example Blog

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

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

Example Twitter

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

Example LinkedIn Profile

Example LinkedIn Discussions

Example LinkedIn Ads

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)

Example Facebook Page

Example Facebook Ads

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

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 Page for your business• A LinkedIn account, 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

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