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Social Media Marketing Course

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					Social Media Marketing
  Dr. Salah ElKashef
Social Media Marketing

  The new way of doing the
        unexpected
                    Agenda
•   Why is Social Media Important?
•   Social Media State of Mind
•   3 Types of Social Media
•   Proof it!
•   Strategize
•   Getting Started
         What is Social Media?
• Wikipedia:
  – “Social media is an umbrella term that defines the
    various activities that integrate technology, social
    interaction, and the construction of words and
    pictures.”


• Mike Volpe:
  – “It’s media (content that is published) with a social
    (anyone can add to it) component.”
Social Media is Inbound Marketing
•   Social Media helps with SEO
•   Social Media promotes your Blog
•   Social Media is Permission Centric
•   The conversation has already started…
                  Agenda
• Why is Social Media Important?
Social Media State of Mind
• 3 Types of Social Media
• Proof it!
• Strategize
• Getting Started
       “I’m 48. I don’t understand
         this Social Media stuff.”

• Similar to a business
  cocktail reception

• Without constraints
  of time or space
   Business Cocktail Party Advice
• Meet people and start conversations
• Answer questions – help others
• Ask questions – trust others’ advice
    Social Media = Cocktail Party
• Become a real member of the community
• Add value to the community
  – Ask and answer questions
• More effective than live cocktail parties
  – No boundaries of time or space
  – Other people can listen in easily
                  Agenda
• Why is Social Media Important?
• Social Media State of Mind
3 Types of Social Media
• Proof it!
• Strategize
• Getting Started
         Social Media: Publish
• Everyone can publish anything for everyone
   Marketing Tips for SM-Publish
• Publish: “Everything you have anywhere you
  can”
• Monitor what others publish, promote it
• Empower your customers to publish
         Social Media: Share
• Anyone can promote anything to everyone
      Marketing Tips for SM-Share
•   Monitor what’s being shared about you
•   Find where your audience hangs out
•   Promote your content and other content
•   Produce content your audience will love
       Social Media: Network
• Anyone can connect with everyone from
  anywhere
  Marketing Tips for SM-Network
• Make friends
  – Find your existing connections
  – Network through groups
  – Add to your email signature, blog articles, bio or
    profile…

• Be helpful
  – Answer questions
  – Share interesting content
  – Make connections
                  Agenda
• Why is Social Media Important?
• Social Media State of Mind
• 3 Types of Social Media
Proof it!
• Strategize
• Getting Started
Online competitive intelligence service
         Compete.com Study
• The top three social networks—Facebook,
  Twitter, and LinkedIn—collectively received
  more than 2.5 billion visits in the month of
  September 2009 alone. Twitter grew by more
  than 600% in 2009, while Facebook grew by
  210% and LinkedIn by 85%.
Online competitive intelligence service
         Compete.com Study
• As of this writing, Google and Yahoo are the
  only websites that receive more daily traffic
  than Facebook. Current trends suggest that
  may not last much longer.
Online competitive intelligence service
         Compete.com Study
• In fact, if Facebook were a country, it would be
  the world’s fourth largest.
Online competitive intelligence service
         Compete.com Study
• The most recent count of blogs being indexed
  by Technorati currently stands at 133 million.
  The same report also revealed that, on
  average, 900,000 blog posts are created within
  a single 24-hour period.
Online competitive intelligence service
         Compete.com Study
• It’s been reported that YouTube is likely to
  serve more than 75 billion video streams to
  around 375 million unique visitors during
  2009.
Online competitive intelligence service
         Compete.com Study
• The online photo sharing site Flickr now hosts
  more than 3.6 billion user images.
                  Agenda
• Why is Social Media Important?
• Social Media State of Mind
• 3 Types of Social Media
• Proof it!
Strategize
• Getting Started
    An integrated social media strategy
•   Do you want to spread your content and expertise to new audiences?
•   Do you want to network with like-minded individuals and companies?
•   Do you want to involve your customers and prospects in co-creation?
•   Do you want to automate the process of repurposing content?
•   Do you want to reach new audiences in the exact way they choose to
    communicate?
•   Do you want to be seen as a thought leader in your industry?
•   Do you want ways to aggregate and filter content so you and your people
    can digest it?
•   Do you want to easily hear literally everything that’s being said online
    about your brand, products, or industry in real time?
•   Do you want to be seen as a trusted source of information?
                  Agenda
• Why is Social Media Important?
• Social Media State of Mind
• 3 Types of Social Media
• Proof it!
• Strategize
Getting Started
For Business

FACEBOOK
Business Goals for Using Facebook
• Get found by people who are searching for
  your products or services
• Connect and engage with current and
  potential customers
• Create a community around your business
• Promote other content you create, including
  webinars, blog articles, or other resources
 Setting Up Your Facebook Profile
• Personal Accounts vs. Business Accounts
Business Pages Vs Personal Profiles
• Pages allow you to designate multiple
  administrators, so that you can have multiple
  people help manage the account, and if one of
  your administrators leaves the company, you
  can still have control over the Page.
Business Pages Vs Personal Profiles
• Pages are, by default, public and will start
  ranking in Facebook and public search results.
Business Pages Vs Personal Profiles
• Pages are split into different categories (local
  businesses, brands, musicians) that help you
  get listed in more relevant search results.
Business Pages Vs Personal Profiles
• Personal profiles have friends, which require
  mutual acceptance, whereas anyone can
  become a fan of your Page without first going
  through administrator approval.
Facebook Tour

A TOUR OF THE FACEBOOK USER
HOMEPAGE
Step 1

SIGN UP FOR AN ACCOUNT.
Step 2

EDIT YOUR PROFILE
Step 3

JOIN NETWORKS
Step 4

CONNECT WITH FRIENDS
Step 5

SHARE INFORMATION
Step 6

USE APPLICATIONS
(FACEBOOK.COM/APPLICATIONS)
Step 7

SET UP A PAGE
Step 8

ENGAGE A PAGE (TABS &
APPLICATIONS)
Step9

MEASURE PAGE ACTIVITY
(INSIGHTS)
Step10

PROMOTE A PAGE (SUGGEST &
ADS)
                  • Largest Number of Fans
              1

                  • More Than One Type of
              2     Contents/Applications

                  • Insights Analysis Report
              3
Competition

DEVELOP AND PROMOTE A WINNING
PAGE FOR YOUR COMPANY ON THE
FACEBOOK
                  Agenda
• Why is Social Media Important?
• Social Media State of Mind
• 3 Types of Social Media
• Proof it!
• Strategize
Getting Started
For Business

TWITTER
        What is Twitter?

"Twitter is a service for friends, family, and
   co–workers to communicate and stay
connected through the exchange of quick,
 frequent answers to one simple question:
           What are you doing?"
 Business Opportunities using Twitter
• Develop and promote a brand
• Interact with a customer base
• Track what people are saying about a company
  and its brand
• Create buzz around upcoming events
• Promote other created content, including
  webinars, blogs
• Develop direct relationships with bloggers and
  journalists for potential PR placement
Step 1

CREATE A PROFILE
Step 2

FOLLOW PEOPLE “SELECT
CAREFULLY”
Step 2

CREATE A CUSTOM BACKGROUND
(WWW.TWITRBACKGROUNDS.COM)
Step 3

SEARCH AND FOLLOW
Step 4

ENGAGE
Step 5

USE TWITTER TOOLS (GOOGLE
SEARCH)
              What To Do?
•   Tweet
•   Retweet
•   Follow
•   Reply
          Engage your followers
• Your tweets have to offer value
• Link wisely helpful links
• Quotes can be inspiring but not all the time
• Be yourself, add humor
• RT others important tweets, copy their tweets and add
  RT in front of the tweet
• Answer your Direct messages DM
• Thank whoever mentions you (To check that click on
  @yourname)
• Don’t use automated direct messages they feel
  spammy
Measure Twitter Analytics

WATCH YOUR PROGRESS
WWW.TWITTERANALYZER.COM
Automate Your Twitter Experience

TWITTERDECK
                  • Largest Number of Followers
              1

                  • Largest Number of Tweets and
              2     RT

                  • Twitter Analytics Results
              3
Competition

DEVELOP AND PROMOTE A WINNING
BUSINESS PROFILE FOR YOUR
COMPANY ON TWITTER
                  Agenda
• Why is Social Media Important?
• Social Media State of Mind
• 3 Types of Social Media
• Proof it!
• Strategize
Getting Started
DOCUMENT SHARING SITES
Sharing Documents With/Against

         NO      YES
Leading Document Sharing Sites

    Slideshare.net


    Docstoc.com


    Scribd.com
              What to Share?


   Marketing            Industry             Product
   Material            References           References
• Brochures         • Researches         • Brochures
• Posters           • Events’            • Newsletters
                      Presentations


          Think of YOUR strategy…Before Sharing…

       Convert All Documents to PDF to protect them
Step 1

COLLECT THE DOCUMENTS
CONVERT THEM TO PDF
Step 2

CREATE A “BUSINESS” PROFILE
Step 3

UPLOAD TO SCRIBD.COM
Step 4

UPLOAD TO SLIDESHARE.NET
Step 5

UPLOAD TO DOCSTOC.COM
Step 6

PUT LINKS OF YOUR DOCUMENT
SHARING SITES TO YOUR FACEBOOK
PAGE
Step 7

SPREAD THE LINKS OF DOCUMENTS
UPLOADED TO FACEBOOK AND
TWITTER
                  Agenda
• Why is Social Media Important?
• Social Media State of Mind
• 3 Types of Social Media
• Proof it!
• Strategize
Getting Started
For Business

LINKEDIN
               Tip / Fact #1:
             What is          ?


                            business-
 Wikipedia Defines it as: a business-oriented social
networking site founded in December 2002 and
launched in May 2003 mainly used for professional
networking.
networking. As of February 2009, it had more than 35
million registered users, spanning 170 industries.
                Tip / Fact #2:
              Why Should I Care?

It’s a networking tool with >35 million users
     • Traffic generator
     • Research tool
     • It’s your bio for the world to see
              Tip / Fact #3:
       Types of People on LinkedIn


Average Age: 41 years old

                  $109,703*
Household Income: $109,703*

             *vs. US Median of $50,200
Tip / Fact #4: Decision Makers
        Are on LinkedIn

          69%            C-Level Executives


                         EVP/SVP


                         Senior Management


   16%      7% 8%        Other



30.3% of users are decision makers
Step 1

CREATE A “BUSINESS” PROFILE
Step 2

ADD CONNECTIONS (NETWORKING)
Step 3

MAKE/GET RECOMMENDATIONS
Step 4

FIND A GROUP/ENGAGE IN GROUPS
Step 5

POST COMPANY PROFILE/FOLLOW
COMPANIES
Step 6

GET ENGAGED (APPLICATIONS)
                  • Largest Number of Connections
              1

                  • Highest Number of “used”
              2     Applications

                  • Participation in Groups, Q&A
              3

Competition

DEVELOP AND PROMOTE A WINNING
BUSINESS PROFILE FOR YOUR
COMPANY ON LINKEDIN
                  Agenda
• Why is Social Media Important?
• Social Media State of Mind
• 3 Types of Social Media
• Proof it!
• Strategize
Getting Started
For Business

YOUTUBE
What is Youtube?

       ?
              What to Upload?
•   Product showcases & Demos
•   How-to & Expert advice
•   Case studies & Editorial support
•   Conferences / Events
•   Thought leadership
Create Successful Youtube Channel
• Upload recordings of presentations you’ve
  given, to demonstrate authority and public
  speaking skills.
• Share slides from presentations that weren’t
  recorded.
• Create short videos of valuable tips of interest
  to your clients and prospects to show off your
  expertise.
• Conduct an interview with an expert.
Create Successful Youtube Channel
• Engage with the YouTube community by
  leaving comments and uploading video
  responses to videos on topics related to your
  business or industry.
• Record an important meeting to share with
  employees, shareholders and others, as
  appropriate.
Create Successful Youtube Channel
• Choose a user name that reflects your brand
  for your channel URL.
• Add your channel URL to marketing collateral
  and social network profiles.
• Post customer video testimonials to add to
  your credibility.
• Put together a creative video explaining your
  product or service.
Create Successful Youtube Channel
• Put together a creative video explaining your
  product or service.
• Show your product in action using movie
  trailer-style: fast, creative and catchy.
• Show the results of someone using your
  services.
• Promote your events using recordings of
  previous events.
• Introduce your staff to add authenticity.
Create Successful Youtube Channel
• Take viewers on a tour of your offices and city to help
  them feel connected with you.
• Ask others to use your product in their videos (like
  product placement in movies) and cross-promote each
  other.
• Post links to your videos on various social networks.
• Study your channel’s performance with the integrated
  Google Analytics and YouTube Insight to make the most
  of your videos.
• Display company information in every video including
  name, URL, phone number and email address.
Step 1

PREPARE A RECORDING
Step 2

CREATE A BUSINESS PROFILE
Step 3

ADJUST SETTINGS
Step 4

REVIEW AND COMMENT ON
OTHERS’ VIDEOS
Step 5

LEVERAGE CHANNEL ON
FACEBOOK, LINKEDIN & TWITTER
Step 6

GET INVOLVED: SUBSCRIBE TO
OTHERS’ CHANNELS
Step 7

GET INSIGHT: ANALYZE YOUR
CHANNEL’S PERFORMANCE
                  • Largest Number of Subscribers
              1

                  • Largest Number of Comments on
              2     others’ videos

                  • Youtube Insight Results
              3

Competition

DEVELOP AND PROMOTE A WINNING
BUSINESS CHANNEL FOR YOUR
COMPANY ON YOUTUBE
Thank You

				
DOCUMENT INFO
Description: Social Media Marketing Course delivered by Dr. Salah ElKashef to help business professionals sell, brand and market their businesses over the Internet using Social Media.