DCTC’S SOCIAL MEDIA

MARKETING TALKPresented by Carie Statz, DCTC Marketing and Sales Instructor

SOCIAL MEDIA MARKETING Who am I?

Carie Statz, DCTC Marketing and Sales Instructor

Background: (Over 20 years in MKTG) Entrepreneur

Rentals, house flipping Non-profit

UW-Milwaukee Community Action Program DCTC

For profit Disney Oscar Mayer TCF Bank Wisconsin First Banking Center

SOCIAL MEDIA MARKETING Objectives of this presentation

Primary categories of social mediaObjectives for social mediaMyths of social mediaBasic Components of a Social Media

Marketing PlanSome hints for SEOGeneral Discussion of PlatformsCreation of QR codes And Social Media

Advertising Adwords, Linked-In and Twitter

A simpler way to maintain your social media accounts

SOCIAL MEDIA MARKETING Social Media Marketing General Goals/Objectives

Social Entertainment Enabling Play Branded Entertainment

Social Publishing Blogging Sharing Brand Content Advertising/PR

Social Commerce Buying and selling Servicing Managing Convert to transactions

Social Community Build brand and relationships with customers Promote a presence Marketing research

SOCIAL MEDIA MARKETING Which social media platforms or related services do

you use for your business? RSS feed (google) AND Feedburner Blog with Blogger, WordPress (.com or .org), other Google+ and/or Facebook for business Pinterest for business Twitter for business Instagram app for business Linked-In professional or company page Hootsuite or Seemic Ping – (previously Ping.fm) Presence on YouTube (second biggest search platforms

on the web) Flickr Delicious (bookmarking) Slideshare Mobile Apps

SOCIAL MEDIA MARKETING Seven Myths of Social Media Marketing

1. Myth 1 - Social Media is Just a Fad2. Myth 2 – Social Media is Just for the Young3. Myth 3 – Social Media has no ROI4. Myth 4 – Social Media Marketing isn’t right

for my business5. Myth 5 – Social Media Marketing is New6. Myth 6 – Social Media Marketing is Too

Time-Consuming7. Myth 7 – Social Media is free

SOCIAL MEDIA MARKETING What is Social Networking?

Allows you to create a personal, professional or business profile to platforms for networking purposes: Information about you or your business Invite people to join your network Join groups Blast messages Post events Connect with other people ….among other things

SOCIAL MEDIA MARKETING A Social Media Marketing Plan

Has basically the same components: Determine SWOT State objectives Determine target audience Select the social media platforms that make

sense for your organization, product/service Create strategies to meet your objectives Create an action plan that assigns who is

responsible for the individual strategies Manage and Measure (evaluate) the results

SOCIAL MEDIA MARKETING Possible Objectives for Social Media

Plans Increase brand awareness Improve brand or product reputation Increase website trafficAmplify or augment public relations work Improve perceived customer service qualityGenerate sales leadsReduce customer acquisition and support

costs Increase sales/sales revenue Improve search engine rankings (SEO/SEM)

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Geo-location promotionsSales promotions including

coupons and special offers delivered via go-locations services Foursquare

Foursquare is a free app helps you and your friends make the most of

where you are share and save the places you visit Platform gives users personalized

recommendations and deals based on where the person is, and where the person’s friends, and people with your tastes have been

SOCIAL MEDIA MARKETING GeoLocation Apps

Businesses should post a link to their Foursquare page on their website and Facebook page

Post signage in the store telling patrons to find them on the location-tagged sites

Encourage to have people opt-in to geo-location

Businesses often start customer loyalty programs around the gaming and social networking aspects of location tagging apps.

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SOCIAL MEDIA MARKETING Features of Facebook-Overview

News Feed – view list of posts others in your network added

The Wall – view recent posts Postings of your information to your networks Applications – add-ons from sharing apps, to RSS

feed imports, and games, etc. Groups – connect with others with similar interests People Search Marketplace – sell things and post jobs (like Craig’s

lists) Messages and requests – leave a message and

send requests to be friends Pages and Advertising for your business page

SOCIAL MEDIA MARKETING Creating a Business Facebook Page

It is important that you have a professional presence on Facebook Create a professional profile for yourself if you

are key representative of your company AND create a business profile page (how-to video 7 min).

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SOCIAL MEDIA MARKETING What is Micro-Blogging?

Twitter is an exampleCombination of blogging and social

networking where you post short, frequent entries

SOCIAL MEDIA MARKETING Creating a Twitter Account (Listen,

Engage, Tweet)You should have a Professional Twitter

Account Start a presence for your company or for your

professional life Creating a Twitter Account Video Twitter Customization Possibilities

Using Colourlovers.com patterns and colors. You can also upload an image if you wish like your company logo.

Follow Me on Twitter:@CStatz1 OR@dctcmarketing

SOCIAL MEDIA MARKETING Twitter Hashtags

Definition: The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. Hashtags: Helping you find interesting Tweets People use the hashtag symbol # before relevant

keywords in their Tweet to categorize those Tweets to show more easily in Twitter Searches

Clicking on a hashtagged word in any message shows you all other Tweets in that category

Hashtags can occur anywhere in the Tweet Example: In the Tweet below, @twitter added the hashtag

before the phrase "thankyousteve". The word is now a link to search results for all Tweets containing "#thankyousteve" in the message.

More Twitter General Symbols Video

SOCIAL MEDIA MARKETING TweetDeck.com

A downloadable app that can help you organize your twitter account and help you feed tweets to you that you have direct interest in

Tweet; post to Twitter account“Listen” to your interests you categorize

City? Industry? Topic, etc.?

SOCIAL MEDIA MARKETING Advertising on Twitter with interest

feature for segmentation

SOCIAL MEDIA MARKETING Google+

Google+ Business Pages http://www.google.com/+/business/ Video on Google+ for Business

SOCIAL MEDIA MARKETING Google+

Setting Up a Google AccountThen, like Facebook, invite others to

connect with you and seek out key people and companies to network with

Use setting to organize the account as you wish

Use the tools in Google+ to navigate and bring in multimedia

Then you can post and read other posts

SOCIAL MEDIA MARKETING Advertising on Google

SOCIAL MEDIA MARKETING Linked-In Professional Networking

You can create a Professional Personal Linked-In Account

Creating a Company or Business Linked-In account* (6 min)

STARTING ADVERTISING WITH LINKED-IN Ten Ways to Use Linked-In

Increase your visibility. Improve your connectability. Improve your Google PageRank. Enhance your search engine results. Increase the relevancy of your job search. Gauge the health of a company. Gauge the health of an industry. Ask for advice.

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SOCIAL MEDIA MARKETING Social Commerce – Ratings and Reviews –

websites which reviews can be posted about people, businesses, products, or services. Ratings – simply scores quality, satisfaction with

purchase, popularity, etc. Reviews - assessments with detailed comments about

the object in question Consumer opinions are very powerful Examples of ratings and review sites

Angie's List video * ConsumerSearch Qype Epinions Yelp, Inc. Customer Lobby ConsumerAffairs.com

SOCIAL MEDIA MARKETING Media Communities

Social sites where you save, share, and comment on multimedia items.

SOCIAL MEDIA MARKETING Flickr

You can show your business, product, service, customers who agree in writing to be in your marketing materials, etc.

Flickr is not just for personal use You may want to create a business-related flickr

account for your company One of the most popular site on the Internet for

sharing images A basic account with a few collections of pictures is free You can pay for more services advancements for small

annual fee. Each picture can have key tags and descriptions which

can help with optimization. Pictures can be viewed by everyone (public) or private

SOCIAL MEDIA MARKETING Flickr Uploadr

Download the tool called Flickr Uploadr if you want easy uploading access directly from your desktop Simply drag the picture you want to load to the

“Uploadr”

Creating Flickr BadgesYou can create a badge or widget on flickr

to place on your website or blog in order to show images from your flickr acct

Go to the “Tools” area under flickr and click on “build a badge”.

SOCIAL MEDIA MARKETING Instagram – fast way to share your

photos with friends and family. It’s an app!Snap a picture, choose a filter to transform

its look and feel, then post to Instagram. Share to Facebook, Twitter, and Tumblr too.

It's photo sharing, reinvented. Owned now by Facebook

SOCIAL MEDIA MARKETING Pinterest for Business. Some Suggestions:

Grow your boards and pins Ask fans to take pictures of your products

and pin it and mention your company Add Keywords in your Pins for SEO Link back to your own site with Pins Pin Photos and Videos * Add a Pinterest “Follow” and/or “Pin It”

Button Pinterest has several choices available on their

goodies page.

SOCIAL MEDIA MARKETING Are you wondering how your business

could use Pinterest? Pinterest

Use for visually bookmarking, organizing and sharing things you love has made it a hit among individuals and businesses alike.

SOCIAL MEDIA MARKETING – SEARCH FOR PICTURE FRAMING YIELDS SEVERAL RESULTS

SOCIAL MEDIA MARKETING – CLICKING ON ONE PIN TOOK ME HERE

SOCIAL MEDIA MARKETING Video Sharing

YouTube.com is one of the most popular video sharing sites

You can: Search videos Watch videos Create account to upload your videos or create a

“Channel” of your videos and videos you flag as your favorites to your playlist

SOCIAL MEDIA MARKETING Your Public Page in Youtube is called

your ChannelCustomizing Your Channel Settings

Descriptions Colors Videos or playlist to display

NOTE: You can save videos you create as public or private. (Ex: I have created video that promotes the marketing program which is public and course descriptions which are private and the link is only given to that particular course’s students.)

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SOCIAL MEDIA MARKETING Embedding Videos and Galleries

Each video on YouTube has an embed code that you could copy (if allowed to share it) into your website or blog posts

You can also create a short link to share on various social media sites. Just click on the “Share” button under the image and copy and paste where needed.

If you want to embed a gallery of videos, you create a playlist on your channel and use your playlist embed code from that specific playlist to copy and paste into a website or blog, etc.

SOCIAL MEDIA MARKETINGDocument Sharing Social Media Platforms:

Scribd – Defined as the “YOUTUBE FOR DOCUMENTS” You can view word documents, pdf files, etc. of

information posted by others Content from static webpages, Articles, White

Papers, Book excerpts, presentationsSlideshare

Slideshare presentation on Slideshare Place your ppts, etc. for others to view

SOCIAL MEDIA MARKETING Widgets and badges can:

Download information from other social media sources

Pull information from your profile from specific online communities.

Provide a link on your blog or website to your profile, page or other online information.

Integrate social media accounts into other social media accounts, websites or blogs.

Typically allow you to customize settings, preferences, appearance, and dimensions of your widget

SOCIAL MEDIA MARKETING Go Mobile:

Use a service like: Wirenode QR Code (abbreviated from Quick

Response Code) -trademark for a type of matrix barcode (or two-dimensional code)Several QR generators. Example:

http://qrcode.kaywa.com/

Note: To read a QR code, your mobile device like a smartphone must have an app to assist you.

Mobilize DCTC blog using wirenode.com

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SOCIAL MEDIA MARKETINGMake Your Social Media Easy to Handle Using

Social Media Management Tools Seemic Ping – (previously Ping.fm)

Post to Twitter, Facebook, Linkedin, Tumblr (with more to come) Post to multiple Twitter Accounts and Facebook Pages Schedule your posts Select Thumbnails for attached links Post from iPhone, iPad and Android Create and post Groups of accounts and so much more with even more to come!

HootSuite - The leading social media dashboard to manage and measure your social networks Manage multiple social profiles (several) Schedule messages and tweets Track brand mentions Analyze social media traffic Millions of Users

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Allowing you to manage your social media from one platform

SOCIAL MEDIA MARKETINGKeywords are used in Search Engine Optimization

Hint: Keywords, tags, and key terms can mean the same thing!

Make a list of 20 tags:• Not too generic of terms• Name of your business• Use these keywords in your content often as possible

SOCIAL MEDIA MARKETING How search engines work

Use web crawlers (also known as spiders or bots) Web programs that gather information from sites

and forms the search engine entries After the bots collects the info, they classify it in

indexed data that include tags and keywords derived from site content

SOCIAL MEDIA MARKETINGLet’s Talk Key Words! What Are keywords? Why Are Keywords

Important? Keywords are simply the words you use as

part of your web page content. Key words are the important words in your web page copy.

Keywords are important because that is what allows your customers to find your web page when they search the Internet, bringing targeted traffic to your web pages.

SOCIAL MEDIA MARKETING Onsite Optimization

Tags Keywords embedded in the page’s tags, titles,

URLs and content Meta tag: Code embedded in a web page – visible

to site visitors but only by viewing the source code for the page. Use 2-3 keywords. Meta description should have 2-3 sentences that summarize the page content

Title tag – html tag that defines the page’s title, no more than 12 words with at least two key words

Heading tag – html tag should use key words Title – headline. Load it with key words Url – web address. Try to use key words

SOCIAL MEDIA MARKETING Offsite optimization

Links from other sites – the more links to your content, the higher the ranking you will probably receive during a search engine query Linkwheels increase the number of links back to

a site **Backlink or Trackback – other sites link back to

the content

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Selecting Your Presence in Your Social MediaSetting your profiles

What entity will represent your business?Will you use representatives of your company

in social media?Will you use your company name?Will you use your product name?

Note: In some social media platforms, business names cannot be used as account holders

SOCIAL MEDIA MARKETING Gather Information on Your Social Media

Profiles Name of entity (business or non-profit or

product) Tag line/slogan Short description Long description Website URL Year of Founding Mission Statement Product list Gender and birth date (may be required to

register with some social media platforms)

SOCIAL MEDIA MARKETING Gather Information on Your Social Media

Profiles Information on RepresentativeBioGenderBirth dateEducationActivitiesRetraining/RetoolingPhoto

SOCIAL MEDIA MARKETING Prepare Your Multimedia Items

ImagesVideo clipsAudio clipsDocuments and PresentationsTags/keywords and descriptions

Optimizing File NamesRename multimedia files with descriptive

names before you upload them to media communities using your best tags/keywords

SOCIAL MEDIA MARKETING RSS Reader

Subscribe to an RSS feed, also called aggregator To subscribe, go to the blog, CMS, or other that

you want to receive information from then find how the website sets up their feeds, which can be done differently

The Feed A blog is an RSS feed Content Management Systems (CMS) like Drupal

and Joomla! also use RSS Feeds Google Reader is one of the most popular

web-based feed reader: http://www.google.com/reader

SOCIAL MEDIA MARKETING RSS Feeds

Blogs and Content Management Systems (CMS) platforms have built-in functionality for displaying RSS feeds.

If you are using a traditional website, you can use a service provided from companies like Google to generate code to place on your website to create an RSS feed Generate the code; copy the code, and place in your

website

Creating a blog is probably the easiest way to create an RSS Feed.

SOCIAL MEDIA MARKETING Keep your content fresh

Gather existing content to use Print articles E-zines Newsletters Press releases Media coverage Upcoming events Podcasting Video clips

Gather a list of external links Make a list of people in your industry who may

be willing to contribute to your feed Make a list of topics to create content on

SOCIAL MEDIA MARKETING Options for Starting Your Blog

Start a Free Blog using WordPress.COM (Wordpress.ORG is not free), Blogger or Typepad

Starting a blog on your websiteUsing Wordpress.ORG to Power Your

Website like Best Buy, the New York Times, People, etc. have done

SOCIAL MEDIA MARKETINGThis is one WordPress theme:

Header

Navigation Menu

Main Body

Sidebars

Footer

Sidebar Widgets

Copyright 2012

SOCIAL MEDIA MARKETING Static Pages

To make your blog look more like a website, you use STATIC PAGES.

They do not contain blog entries, like a website page

Static Pages can link to the navigation menuFor the DCTC, AMA Collegiate Club blog, this area is static and always appears on the main landing page.

SOCIAL MEDIA MARKETING Steps to Installing WordPress.com

WordPress Start Up Video! (7 min)1. Go to WordPress.com2. Click on “Get Started”3. Put in a blog address. If you

want to upgrade, you can or take the free one given to you.Put in a username and password. Provide an email address and choose the free option unless you want to pay to upgrade.

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Get Familiar With Your Dashboard!Video on Dashboardhttp://www.youtube.com/watch?v=cWV1aCl6

POk

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Videos on WordPress to Begin Your Blog Site We are not going to watch these; but if you want these to

reference, I captured them for you below: Selecting a WordPress Theme Video Choosing WordPress Themes Video Creating WordPress Page Video Inserting an Image into WordPress Video Creating Custom Widgets Video Introduction to WordPress Plugins Video Custom Menus video Inserting an Image in WordPress video Creating an Optimized Blog Post video Embedding YouTube Videos video

SOCIAL MEDIA MARKETING Let’s Brainstorm…Next Ask Yourselves

How could I incorporate social media marketing into my advertising and promotional plans?

SOCIAL MEDIA MARKETING Let’s Brainstorm…First Think About

Team up in groups of three or four people Do you organized strategies to promote your

business?Do you have marketing goals and established

objectives to grow your business? What are the general goals? Do you have written specific measurable objectives? Do you have strategies that say how your objectives

will be met? Do you have someone dedicated to do advertising,

promotions, and sales on staff dedicated to retaining and growing your business?How much time a week is spent thinking about

how to promote to build business?

SOCIAL MEDIA MARKETING Let’s Brainstorm…Continue to Think About

In your same teams What advertising and promotions do you current

have for your business? Do you offer sales promotions? If so, what are your

typical promotions? Do you maintain a database for your customers? Do you know who your top 20% of your customers

are?How do you market to these individuals?How do you keep these customers loyal?

Do you do events at your business? (ie: open houses) If so, how do you promote this?

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DCTC offers a certificate and AAS degree in Social Media Marketing:•Online courses•Day courses•Some Evening courses

www.dctc.edu or 877-YES-DCTC

DCTC is an equal opportunity educator and employer

QUESTIONS?