Digital Marketing Institute · •Marketing Goals: branding, awareness, engagement, response, lead...

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Professional Diploma in Digital Marketing

Module 6: Social Media Marketing (Part 1)

Version 5.0

Lecturer: Holly Fawcett

Holly FawcettDigital Marketing Manager for Social Talent

• Working in Digital Marketing since 2011

• Training and consulting with Recruiters and Human Resource professionals in the realm of digital marketing and social media at Social Talent

• My areas of expertise include Social Media channels and content marketing for the B2B industry

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Introduction

Facebook

Twitter

LinkedIn

Google+

Video Sharing

Blogging

Social Media Marketing

AGENDA

• Over 2 billion registered users

• 1.4 billion monthly active users

• 745 million daily active users

• 1.19 billion mobile monthly active users

• WhatsApp: acquired by Facebook in 2014, now has over 700 million users

• Instagram: acquired by Facebook in 2013, now has over 300 million users

Social Media Stats

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Social Media Stats

• Over 500 million registered users

• 288 million monthly active users

• 500 million Tweets sent per day

• 230 million mobile monthly active users

• 80% of Twitter active users are on mobile

• Vine: created by Twitter in 2013, capture 6 second videos

• Periscope: acquired by Twitter in 2015, broadcast live events

Social Media Stats

• 347+ million registered users, largest Professional Network

• College students & graduates fastest growing demographic

• 2 people per second join LinkedIn

• Slideshare: acquired by LinkedIn in 2014, upload and share slide decks

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Social Media Stats

• 1 billion registered users

• 540 million monthly active users

• Google+ combines all Google products together (YouTube, Gmail, Blogger, Maps, Android, Google My Business)

Websites and Applications that enable users to create and share content, or to participate in social

networking online

“ ”

Source: Oxford English Dictionary

Definition: Social Media

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A form of Internet Marketing utilizing Social Networking sites as

a marketing tool, gaining traffic, brand exposure and interaction with customers through social

media

“ ”

Source: Digital Marketing Institute

Definition: Social Media Marketing

1. Goals

• Business

• Customer

• Product

• Marketing

Social Media Marketing ProcessEffective Social Media Marketing is an Iterative process

2. Channels

• Facebook

• LinkedIn

• Twitter

• Google+

• YouTube

4. Analyze

• Measure

• Analyze

• Optimize

3. Implement

• Listening

• Properties

• Publishing

• Events

• Groups

• Jobs

• AdvertisingCopyright © Digital Marketing Institute 2015

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• Earned Media: Free publicity generated by fans and customers, who speak about and share content related to your brand/product/service, either in response to content you’ve shared or via voluntary mentions

• Owned Media: Communication Channel or Platform that belongs to your brand, which you create and have control over

• Paid Media: Any media activity that is paid for to drive traffic to owned media properties – you pay to boost your exposure through the channel

Earned, Owned or Paid Media?

• Time: Communicating with customers on social media requires dedicated staff, time and resources – customer care, sales inquiries, inbound web traffic

• Resources: Engaging with customers requires appropriate resources – content copy, multimedia assets, strategy, training

• Effort: A successful strategy requires implementation of regular and meaningful content

• Advertising: To reach existing and external audiences, advertising or paid promotion of your content will often be required

Cost of Engagement

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Social Media Example

Social Network Facebook

Blog WordPress, Blogger

Microblog Twitter, Tumblr

Forum Gaia Online, Mac Rumors

Social Media Bookmarking Delicious, Digg

Wiki Wikipedia

Consumer Review Site TripAdvisor

Podcast NPR, This American Life

Online Video YouTube, Vimeo

Photo Archive Flickr, Instagram, Pinterest

Forms of Social MediaResearch, recognize and utilize the social media platforms in your region

StakeholdersThere is a symbiotic economic relationship between the 3 stakeholder groups:

ADVERTISERS SOCIAL PLATFORMS

USERS

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Stakeholders: Trade offFor each stakeholder there is a significant trade off for a specific benefit

ADVERTISERS (Cost/ Access to Users)

SOCIAL PLATFORMS(Free Access/ Revenue)

USERS (Privacy/ Access to Platform)

Broadcast

Website

Transact

Amazon

Interact

EBay

Converse

Social Media

Evolution of online interactionThe evolution of the web places the user center stage and increasingly in control

Copyright © Digital Marketing Institute 2015

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Social Media Fit

• Usage & Adoption: Are your customers using social media?

• Culture: How is social media viewed in your region?

• Preferences: How is social media used by your target market?

• Risks: Are there risks to your brand on social media?

• Integration: How will you integrate social media with your existing marketing activities?

• Skills: Do you have the skillset required to conduct social media marketing?

FitIs Social Media Marketing appropriate for your organization?

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•Move from traditional broadcast to an interactive mode of communication

•Move from traditional business communication which is monitored, controlled and carefully managed

•Need for interactivity in strategy, planning, implementation, resources and budget

•Social media blurs the line between personal and public

•Significant implications for business’s reputation, credibility, transparency, accountability

Implications for business

•Less privacy: blurs lines between Public and Private

•Trade off between privacy and permitting advertising

•Reputation in the future

•Impact on relationships

Implications for Users

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• Structure: Starts small and improves over time (iterative process)

• Budget: Start small and invest based on success

• Calendar: Organic with no end point

• Personnel: Skills required

Implications for Campaign Planning

Awareness

Consideration

Transaction

Loyalty

Reach & Targeting

Frequency & Relevance

Call to action (online & offline)

Rewards

Marketing ObjectivesSocial Media delivers results from top to bottom of the marketing funnel

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14x per day

checking Facebook

alone

Social media is mobile

1. Goals

• Business

• Customer

• Product

• Marketing

• Communication


2. Channels

• Facebook

• LinkedIn

• Twitter

• Google+

• YouTube

4. Analyze

• Measure

• Analyze

• Optimize

3. Implement

• Listening

• Pages

• Publishing

• Events

• Groups

• Jobs


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• Business Goals: lead generation, sales, cost reduction

• Customer Service Goals: satisfaction, referrals, repeat business

• Product Goals: product research, design, enhancement

• Communication Goals: communicating brand personality, reputation management, crisis management

• Marketing Goals: branding, awareness, engagement, response, lead generation.

GoalsWhat do you want to achieve with Social Media Marketing?

Goals – It is over to youList three goals you would like to achieve

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1. Goals

• Business

• Customer

• Product

• Marketing


2. Channels

• Facebook

• LinkedIn

• Twitter

• Google+

• YouTube

4. Analyze

• Measure

• Analyze

• Optimize

3. Implement

• Listening

• Pages

• Publishing

• Events

• Groups

• Jobs


Introduction

Facebook

Twitter

LinkedIn

Google+

Video Sharing

Blogging


AGENDA

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Facebook's mission is to give people the power to share and make the world more open and

connected

“ ”

Definition: Facebook

• Facebook has more than 1.4 billion active users

• Time spent on Facebook per day per person: 21 mins

• Average user has 338 Facebook friends

• 18-24 year olds average 649 Facebook friends

• Over 3 billion video views per day, overtaking YouTube

• Users upload 1.8 Billion photos per day

FacebookAbout Facebook

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Facebook: Common Features

Apps: Add a range of applications to your social media profile

• Max 5000 connections• 2-way interaction to connect• Not optimized for SEO• Private

• Unlimited Likes• 1-click to connect• SEO optimized• Analytics included• Public

Facebook: Common FeaturesPersonal v Business Presence

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Facebook: Common FeaturesFacebook Newsfeed

• Each Facebook user sees an updated Feed of their friends and businesses they like – status updates, photos, videos, special offers, events etc.

• Facebook’s newsfeed algorithm: EdgeRank

• Facebook try to curate the best and most relevant content for each user out of the myriad of potential content available

• Not all users will see your updates. In fact, roughly just 16% of your Fans will regularly see your updates, based on Edgerank’s algorithm

Facebook: Common FeaturesBusiness Page: Create a page on Facebook for your business

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Facebook: Common FeaturesBusiness Page: Create a page on Facebook for your businessVanity URL: www.facebook.com/digitalmarketinginstitute

Cover Photo

Profile Photo

Business Information


Signup Step 1: Add details about your business

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Signup Step 2: Add a profile picture

Facebook: Common FeaturesSignup Step 3: Add to Favorites to easily access your page at any time

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Signup Step 4: Preferred Page Audience

Facebook: Common FeaturesSignup Step 5: Administer your Facebook company page

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Administration Roles Explained

Admin Editor Moderator Advertiser Analyst

Manage Page roles and settings

✔

Edit the Page and Add Apps ✔ ✔

Create and delete posts as the Page

✔ ✔

Send messages as the Page ✔ ✔ ✔

Respond to and delete comments and posts to the Page

✔ ✔ ✔

Remove and ban people from the Page

✔ ✔ ✔

Create ads ✔ ✔ ✔ ✔

View insights ✔ ✔ ✔ ✔ ✔

See who posted as the Page ✔ ✔ ✔ ✔ ✔


Insights: View overview information about your business page

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Insights: View ‘likes’ information about your company page


Insights: View Reach information about your company page

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Insights: View Post information about your company page



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Facebook: Common FeaturesInsights: View information about the people who like your company page

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Insights: Look at the competition’s activity


Like button

Send button

Share button

Embedded Posts

Embedded Video Player

Page Plugin

Comments Plugin

Follow Button

Social Plugins

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Start posting high quality content

KISS – Keep it short and sweet

Conversational – human,

two-way

Emotive imagery

Test different formats

Quality over quantity

It’s all about your customers

Keep the tone positive

Facebook: Page PublishingBest Practices

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Facebook: Vary the Page PostsJab Jab Hook

Facebook: Posting to drive engagementInteract with your community

Sync your publishing with your content marketing strategy.

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Facebook: VideoAutoplay Video and its benefits

• Natively-uploaded videos on

Facebook will play automatically

in a fan or friend’s newsfeed

• Potential for videos to be seen by

a huge audience

• Number counter of the video

views appears at the bottom

• Since its introduction, Facebook

video has overtaken YouTube as

the primary platform for

consuming Video content

Drive online sales

Drive in-store traffic

B2B Lead Generation

Grow app installs

Facebook: Posting to drive revenueSupport your business goals

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Facebook: Offers and EventsDrive revenue or hype for your Brand

• Create an offer for customers and non-customers, highly target your audience and set the number of offers your customers can purchase

• Paid feature that can drive awareness of offers at your company


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• Create awareness around an event at your organization, invite your page Fans and drive interest amongst their friends

• Local events are listed in Facebook’s Events section

• Ample branding opportunities to customize your event listing

• Clarify your target audience & what they value

• Educational content (top tips, 5 steps…)

• Industry-relevant updates

• Evangelize & educate

• Customer success stories

• Integrate with content marketing

• Solicit input on new

products/events

• Short videos

• Infographics

Facebook: B2B PublishingSocial Media for B2B marketers

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• Promote Facebook URL in print – marketing materials, receipts, business cards etc.

• Include your Facebook URL in your physical presence, e.g. bags, in-store signage etc.

• Invite your friends and family to like your Page

• Add a “Like” button or Page Badge to your website

Facebook: Drive Page LikesBefore spending money

• It is essential that fans like your content

•Negative feedback (hide posts, unlike page) can be given by fans

• Important to optimize your posts to your fans – use Page Insights and fan feedback

•Option to pay to Boost Post to reach more of your Fan Base

•Option to Sponsor Post to reach a non-fan audience

Facebook NewsfeedImportance of producing Great Status Updates

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• Grow ‘Likes’ & awareness for a new product, service or location opening

• Make the prize relevant to the business & compelling

• Rule of thumb: “like & comment” is allowed

• “Share” is against policy• Copy & Imagery – eye-catching &

punchy

Facebook: ContestsDos & Don’ts of running competitions

Facebook: ContestsThird Party Apps for Running Competitions

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Facebook: ContestsConstructing your Contest Post

• Get your assets ready: great prize that your consumers want, an eye-catching image and great copy

• Include a clear call to action• Give the link to enter your contest within your

post• Give a deadline for your contest to give away

your prize• Promote your contest daily until your deadline –

consider boosting your post to increase your reach

Facebook Search

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Facebook Search

Facebook Search

• Natural-language search within Facebook

• Example search:

• “People from XXXXX and who like XXXXXX”

• Public posts from those users will be presented, ordered by

mutual friends first

• Only available in US English

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Introduction

Facebook

Twitter

LinkedIn

Google+

Video Sharing

Blogging


AGENDA

Twitter is a social network and microblogging site that allows

users to post text-based messages (tweets) of up to 140

characters.

“ ”

Definition: Twitter


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• 288 million active users worldwide

• 170 minutes per month spent on Twitter

• Average number of followers per user is 208

• 500 million tweets per day

TwitterAbout Twitter

• 63% of users access Twitter via mobile

• Most retweeted message ever: Ellen’s Oscar Selfie Mar 2014 (2M+ RTs)

• Starting out with Twitter? Your username is limited to 15 characters

• Your Bio is limited to 160 characters

• Tweets are limited to 140 characters

• Individuals, brands, organizations and public figures use Twitter as a public communication platform to share updates

• Tweets are public, by default, and are indexed by Google in real time

• Unless a user privatizes their account, tweets are visible to anyone. Fellow Twitter users can subscribe to real-time updates by “Following” your account

TwitterStarting Your Twitter Account

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Twitter: Common Features


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Twitter Buttons

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Twitter Buttons

Add buttons to your website to help your visitors share content and connect with you on Twitter


Link Shortening

Twitter abbreviates a long URL to cater for the minimum 140 character requirement within the tweet panel.

Alternatively you can use one of a range of URL shortening services such as Bit.ly or goo.gl

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Twitter UsernameA relevant, brand-strong @handle

• Be relevant• Keep it short• Don’t use numbers• Register early• Be unique• Easy to remember• On brand

Private vs. Public ProfileWhat going private means

• Request to follow • Tweets are protected• Other users will be unable to Retweet you• Any @replies protected• Anything you tweeted while your account was public will now

become private• Permanent links to tweets shared only with approved followers

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Twitter Customizations

Both businesses and individuals can benefit from customizing their Twitter profile to represent their own personal brand

• If your business is trying to cultivate a professional image, your Twitter profile should reflect that

• Twitter Cover Photos are a great way to personalize your Twitter page. High-resolution landscape photos, or custom-made images of 1500x500 pixels, work best

Profile Visibility & Promotion Promote your profile

• At events• Newsletter• Television & Radio• Social Ads• Email signatures• Cross-social platform promotion• Offline conversation• Webinars/ talks/ slides• Business cards• Posters/swag

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Twitter: @Oreo – Fun & Creative

Twitter: KLM – Social Customer Service

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Twitter Lists

• Twitter Lists are a pool of Twitter accounts which you may or may not follow, in one stream

• A Twitter List enables you to segment your audience by organizing your followers and people you follow into different lists

• Useful to compile Tweets from specific industry thought-leaders

• Excellent to compile a list of speakers at an event etc.• Other Twitter users can follow your list, if you make it

public

Twitter Lists

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Twitter Advanced Search

twitter.com/search-advanced

Twitter Multimedia

• Add a location to your Tweets using GeoLocation

• Add images or a video to your Tweets

• Record Video within Twitter

• Like Vine or Snapchat, press and hold to record. You can then edit and share your videos

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Introduction

Facebook

Twitter

LinkedIn

Google+

Video Sharing

Blogging


AGENDA

Introduction to LinkedIn

“A business-focused social networking service, aimed at enabling members to

develop professional connections”

LinkedIn Mission Statement: “The mission of LinkedIn is to connect the world’s professionals to enable them to be

more productive and successful”

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• 347+ million active LinkedIn users

• 2 new members join LinkedIn every second

• 184+ million monthly unique visitors

• Geographical reach of more than 200 countries and territories

• More than 3 million companies have LinkedIn Company Pages

• Average user spends 17 minutes a month on LinkedIn

• 94% of recruiters use LinkedIn to vet candidates

LinkedInAbout LinkedIn

• LinkedIn will bring you through each section of your professional profile – your work history, education, courses/certifications and projects.

• Your LinkedIn profile summary is what most people will read – max. 2,000 characters. Represent your skills, what you do, but write it using SMART sentences (no fluffy language!).

• Include Skills in your profile, and your connections will be asked to endorse you for those skill keywords.

• Remember: your personal profile will add further credibility and weight to your company presence on LinkedIn.

• Build your network: connect your email contacts, connect with alumni, colleagues, friends and family.

LinkedInCreating your Profile

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LinkedIn: Create Profile

Signup: Follow influencers


Privacy: Access the privacy controls from Account Settings

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Privacy: Select who can see your connections

LinkedIn: Common FeaturesAdd Rich Links: Add Images, Presentations and even video to your profile

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LinkedIn: Common FeaturesWrite Blogs: Write long-form blog posts on LinkedIn, auto-promoted to your network and potential for viral reach

LinkedIn: Vanity URL

Customize your LinkedIn URL

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LinkedIn: Introductions

LinkedIn: Endorsements

Endorsements: Endorse the skills of connections you value

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LinkedIn: Recommendations

Recommendations: Create recommendations for connections

LinkedIn: InMailMessaging Non-Connections through Paid Email

• Message other LinkedIn Members who you are not directly connected to, using a Paid Email product, InMail

• Use this for business and marketing opportunities, and networking

• Purchase InMails in bundles, or available as part of a Premium LinkedIn account

• If your InMail is responded to by your recipient, you will receive your InMail credit back to use again*

*This is a reversal of the previous proposition with LinkedIn InMail. InMail used to be “Response guaranteed” by refunding your InMail credit if your message is not responded to within a week. However, LinkedIn wish to reward good messaging strategies, and so will refund responded-to messages.

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LinkedIn: Groups

LinkedIn: Groups

Groups:

• You can search for groups using keywords to describe your industry or interest segment

• LinkedIn will present the top groups in your industry and suggest groups you should join based on your network and profile

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LinkedIn: Groups

Discussions: The groups feature allows you to maintain an active discussion with peers and colleagues

LinkedIn: Social PluginsSocial Plugins: Add a LinkedIn social plugin to your website

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LinkedIn: Common FeaturesPersonal Profile versus Company Page

• Your LinkedIn Profile represents you as a Professional.

• LinkedIn enables you to network online with other professionals.

• Remember, each business is made up of People. Showcasing your professional self, and those of your team, will add credibility to your company.

• Company Pages act similar to Facebook Brand Pages. “Fans” can Follow your company page.

• Companies can post updates to their followers or a targeted segment of those followers; this is key to managing an active community of business followers.

LinkedIn: Common FeaturesCompany Page: Add your company

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LinkedIn: Common FeaturesCompany Page: Add your company profile information

LinkedIn: Common FeaturesCompany Page: Add your company profile information

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LinkedIn: Common FeaturesCompany Page: Add your company logo and branding

Standard Logo

Image

LinkedIn: Common Features

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http://bit.ly/toplinkedinpages2014

Company Page: Best LinkedIn pages in 2014

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LinkedIn Targeted Updates

LinkedIn Career Pages

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• If your business is hiring, it can be beneficial to utilize a Careers Page to showcase your employer brand, and list your open jobs

• Career Pages are a Paid Product for LinkedIn, but come as standard with LinkedIn Recruiter accounts

• You can add videos, images, employee testimonials, employer information

• Social Proof: candidates can see who they know inside your company – dynamically generated for each person based on their personal networks

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LinkedIn Showcase Pages


• Showcase Pages are sub-sections of your Company Page

• They are designed to enable your business to grow a community around specific products, services or sections of your business

• You can post updates to your followers, or a targeted segment of your followers

• You can feature Groups you are a Manager of in your Showcase Page

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Introduction

Facebook

Twitter

LinkedIn

Google+

Video Sharing

Blogging


AGENDA

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Google+ is a place to connect with friends and family, and explore all of your interests.

Share photos, send messages and stay in touch with the people and topics you care

about.

“ ”

Definition: Google+

Source: Google

Google+: Common FeaturesSignup: Privacy Settings

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Google+: Circles

Circles: Circles are groups of people with whom you share or follow. E.g. Family, Friends, Colleagues, News, Acquaintances etc.

Google+: Circles

Circles: Edit and share your circles

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Google+: Common FeaturesStatus Update: Updating your stream(Public posts will appear in Google searches)

Status & Link

Content

Post to Circles

Google+: Common Features

Hangouts: Ad hoc live video conference

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Google+: Common FeaturesHangouts on Air: Host and broadcast through Google+ and YouTube

Google+: Common FeaturesBusiness Page: Create a page on Google+ for your business

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Google+: Social Plugins

Google+ InsightsDetailed overview of how your Google+ Business Page is performing

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Google+: Analytics

Social Reports: See Social Reports in Google Analytics

Google+: Cadburys

Google+ Communities: Use to connect with their community

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Google+: Cadburys

Google+ Hangouts:

Google+: BT

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Introduction

Facebook

Twitter

LinkedIn

Google+

Video Sharing

Blogging


AGENDA

YouTube is a video sharing platform and social network“ ”

Definition: YouTube


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• 300 hours of video are uploaded every minute

• The number of hours people are watching on YouTube each month is up 50% year over year

• Over 800 million unique users visit YouTube each month

• More video is uploaded to YouTube in one month than the 3 major US television networks created in 60 years

• YouTube is localized in 75 countries and across 61 languages

YouTube About YouTube

YouTube: How does your channel look?

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YouTube: Common FeaturesSearch, Listen and Interact: See what people are saying about your brand, your competition and the industry in general.

YouTube: Common Features

Search, Listen and Interact: Encourage users to subscribe

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In front of the camera

Screen recording Webinars LIVE video

Creating Content

Creating Content

http://www.reelseo.com

http://www.reelseo.com/

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Sharing Content

Digital Video Takeaways

• Promote your business channel to your customers by embedding videos across your web properties

•Subscribe to relevant YouTube channels

•Post regular video updates that are relevant and interesting to your customers

•Product demonstrations, helpful hints and tips – sharing is caring!

•Think like a blog (vlog) – what you would write, demonstrate using Video

•Earned media: who is vlogging about your products or services?

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Introduction

Facebook

Twitter

LinkedIn

Google+

Video Sharing

Blogging


AGENDA

• Strong SEO benefits

• Gives your business credibility and a voice in the market

Blogging

• Blog brings people back to your website, even if your primary offering is not changing

• Blogging is key if you’re considering robust content marketing strategy

• Content/ Inbound Marketing can be a valuable way for service businesses or B2B to create conversation, engagement & leads.

Why Blog?

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• Posts should be anywhere from 1000 – 2500 words but this is dependent on topic and audience.

• Each blog post should include at least 1-2 images.

• At end of each post, include an open question to encourage engagement.

• Posts need to be punchy, easy to consume content – lists, bullets, top 5 or 10 things…

• Tone of voice must be conversational, no jargon, limited industry knowledge required.

Blogging Best Practices

Community/Business Blogs

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Comment on other Blog posts and why not try Guest Blogging?

YOUR BLOG

How to get your Blog noticed

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Success = Great Content + Sharing

YOUR BLOG

WordPress Plugins

• All in One SEO Pack – Best SEO tool on the market

• Yoast SEO Plugin• Disqus – For secure comments and

sharing content• Akismet – for security and spam

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tumblr

10 Blogging Takeaways

• Add Share Buttons• Post Blogs to 3rd Party Sites• Add your Blog RSS Feed to Twitter, Facebook and

LinkedIn• Consider Guest Blogging and comment on other blogs.• Tag your posts• Add Links• Use Bookmarking sites• Be Consistent• Write Good Titles

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We always welcome feedback, ideas, case studies and examples from your personal experience.

Do share!

Send to: [email protected]

Professional Diploma in Digital Marketing

Module 6: Social Media Marketing (Part 1)

Version 5.0

Lecturer: Holly Fawcett

Digital Marketing Institute · •Marketing Goals: branding, awareness, engagement, response, lead...

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Transcript of Digital Marketing Institute · •Marketing Goals: branding, awareness, engagement, response, lead...