Social Media Marketing Course Workbook - Equinet Academy · Social Media Marketing Course Workbook...
Transcript of 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
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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
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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
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• 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
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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.
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
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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
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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
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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)
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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
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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: _____________________________________________________________________
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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)
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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:
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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:
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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
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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
Post one update on my LinkedIn Feed
Post one update on my LinkedIn Feed
Post one update on my LinkedIn Feed
Weekly
Write one LinkedIn Pulse Article
List down potential connections
Monthly
Post one update on my LinkedIn Feed
Post one update on my LinkedIn Feed
Post one update on my LinkedIn Feed
Six-Monthly
Post one update on my LinkedIn Feed
Post one update on my LinkedIn Feed
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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
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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
Paragraph 2 (feel free to add more images/ videos)
Sub-Head 3
Paragraph 3 (feel free to add more images/ videos)
Concluding Paragraph
Optional: CALL TO ACTION (Action-Oriented Text, Showcase Product, Urgency)?
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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
Tactics Describe Tactics
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
Tactics Describe Tactics
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
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4.1.4 Advocate
Tactics Describe Tactics
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: __________________________
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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: __________________________
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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?
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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: _________________________________________________________________
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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
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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/)
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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