Social Media Marketing provides an overview of social media marketing and how to utilize various social media platforms. It defines social media marketing as using social media websites to promote a business. It discusses major platforms like Facebook, blogs, Twitter, photo sharing sites, and video sharing sites. The document provides tips on setting up pages and profiles on these sites, how to share updates across multiple sites, and how to measure the results of social media marketing efforts.
2. 1 What is Social Media Marketing?
Social Media defined as "a group of Internet applications
that build upon Web 2.0, and that allow the creation and
exchange of user-generated content.”
We define it as “Utilising social media websites as a
means to promote your business”
Wide variety of sites: ranging from social networking to
sharing photos, videos
Minimal cost, high returns
And it can be fun!
3. What makes Social Media websites different?
Communities of users, interacting with each other
Emphasis on two-way communication with potential
customers.
Compare this with offline brochures: static, one-way tool
Neither a fad, nor something for „teenagers‟
Recently, Facebook topped Google as most used
site…
…400 million members worldwide: 23% of all internet
users
France one of the fast-growing countries (17m users);
other major countries = all our target markets
25% of UK travel bookings influenced by social networks
4. What you will take away from this session?
Give you insights into Social Networking
Provide you with tools and tips
Show you strategies to link them together
5. 2: Types of Social Media
We‟ll be looking at…
Social Networking Sites (Facebook)
Blogging (Wordpress, Blogspot)
Micro-blogging (Twitter)
Photo Sharing (Picasa, Flickr)
Video Sharing (YouTube)
But there are many other sites
7. Facebook: is it all hype?
Facebook & Google:
FB pages appearing in Google search results
Google likes the „freshness‟
New: Bing will use FB in search results
60% of FB users are over age 35
- matches our target demographics
Case study: immediacy – 2 books sold from our Dominica
page almost immediately posted!
8. Facebook: Basics
Start by signing-up as a User
Note that you can control privacy settings
Once you sign-up, you can populate your personal profile…
…and create a Page
Group vs Page
Important distinction
Groups like „clubs‟, association of people, lack features for
promoting your business
Pages: indexed by search engines
Allows your personal profile to be distinct from your business
9. Facebook: Features of Pages
Fans: people become fans of Pages, and it‟s easy to send
updates
Photos & videos
Wall
Discussions
Events
Insights
10. Facebook: Setting up a Page
Go to: http://www.facebook.com/pages/
Click on „Create Page‟
11. Facebook: Setting up a Page 2
Select „Brand, Product, or Organization‟
This, rather than „Local Business‟, gives
you „Company Overview, Mission‟ options
Give your Page a
name
Click „Create…‟
button
Once you log-in,
you‟ll be able to
administer your
page
Once created, flesh it out
12. Facebook Page: key elements
Page is like your Profile
Look for edit icons
Main image:
click to edit,
browse to
select
Basic &
Detailed info
The more
you put, the
better!
13. Facebook: Photos
Allows you to
organise into Albums
Also allows people
to post to „Fan
Photos‟
Use „Edit Photos‟
14. Facebook: Edit Photo Albums
Edit Album option
lets you:
Add Captions
Move to a different
Album
Make a photo the
Album „cover‟
Tag someone
15. Facebook: Events
Lets you showcase event
Lets you broadcast the event to your Page‟s Fans
16. Facebook: Promoting your page
Use the „Suggest to Friends‟
Link to your FB page
Encourage your guests to become Fans, post photos
FB also offers paid advertising
Don‟t forget to check your Page‟s Insights
18. Facebook Tips: Hiding
Use the Hide button to avoid Facebook „overload‟!
You can hide Applications, or even people
19. Facebook: Summary
Starting point: signing-up
Then create a Page for your business
Make sure you choose „Brand, Product, Organisation‟
Choose Page Name carefully
Use main elements: photos, events…
Check Fans contributions
Use Insights!
Facebook: Questions?
20. 3: Blogging
Why
Blogs allow you to say more than Twitter, Facebook
Blogs encourage dialogue (via comments)
Blog allow you to become an „authority‟ on a topic
Blog allow you to enhance your company‟s reputation
A well-written blog is loved by search engines…
…especially Google
Blogs can automate „distribution‟: „feed‟ to people, other
sites
21. 3: Types of Blogs
Wordpress v Blogger/Blogspot.com
Wordpress.com:
Better at organising pages into a website-like structure
Can also be installed on a website to add to it, or even replace it as a
full CMS
Blogger – part of the Google „empire‟
Traditional date-ordered format
Updates show in Google in real-time
Other blogs: e.g. LiveJournal, Moveable Type
22. Blogging essentials
Always use keywords & Labels!
Blog regularly
Use photos from your
Flickr account (see later)
Make use of your RSS feed
23. Blogging: RSS Feeds
RSS feed „syndicates‟ your blog
To people (e.g Google Reader) and to other websites
http://delphisltd.blogspot.com/feeds/posts/default
E.g. lets you pull in your blog to Facebook
24. Blogging: other ways to push
TwitterFeed.com
Using your RSS URL, pushes it to Facebook, Twitter
25. 4: Micro-blogging
Twitter dominates, but others such as Plurk
Growing trend web-wide
So important search engines including them in results
Facebook, Google Buzz all getting on bandwagon
26. 4: Twitter
A Social Networking site in which a user can send (and
read and re-send) short messages: Tweets!
A user answers the question „What‟s happening?‟
140 characters limit because it was originally SMS-driven
4 billion tweets in 1st QTR 2010; 18 million registered users:
10% of Internet users
27. Twitter: basics
So, a Tweet is a message, 140 characters max, whereby
you update the „world‟ about „what‟s happening‟ in your
world
A Retweet is the re-posting of someone‟s tweet
Following is becoming a „fan‟ of someone
You can „Direct Message‟ someone privately
Functions not supported by Twitter directly are provided
by third-party applications – e.g. the ability to post a
photo is done via a site like TwitPic.com
28. Twitter: tips
Customise with a good background
image
Use keywords, hashtags
(#Dominica) – remember, that
search engines are using Twitter is
one of the reasons we are!
Use to deep link into your blog,
website
29. Twitter: Summary?
Has a place in your marketing
Use keywords, hashtags
Twitter: Questions?
30. Photo Sharing
Lets you share your photos to a wider audience
Flickr, Panoramio, Picasa, Shutterfly Gallery, Photobucket
Each is its own search engine
As is Google Image search
31. Photosharing: Flickr
One of the heavyweight
photo-sharing sites
4 billion images
Now owned by Yahoo
Free and Pro accounts
You should add a
Description and keyword
Tags to your photos
32. Photo Sharing: Panoramio
Another photo-sharing site
Focus on „geo-location‟ – placing image on maps
Integrates with Google Earth/Maps
Now owned by Google
Google Maps „#1 travel website‟
34. Photosharing: Picasa
Free: part of Google; #16 Top 20 websites
1Gb storage
Note: also allows you to upload via e-mail.
Importantly, you can control who you share with, which
will allow your photo to be included in Google Image
search results.
35. Video sharing
YouTube dominates
32 billion watched; 40% of market
Another Google site
Remember: other Social Networking sites (Flickr,
Facebook) can host video clips
Strategy:
Host your videos on YouTube, & link to or embed them
Make use (link/embed) of others
Don‟t forget to use keywords when describing your video
36. YouTube:
Videos up to 2GB & 10 minutes long
Your account – „Channel‟ – can be customised
37. Photo & Video Sharing: Summary
Flickr can facilitate blogging
Picasa to tap into Google Images
Panoramio to tap into Google Earth
Host your videos on YouTube, and link to them from your
blog, twitter, website
Photo & Video Sharing: Questions?
38. Pulling it all together
Participating in the biggest of the Social Networking sites
could take a lot of your time!
So make the process easier!
Use the ability of Social Networking sites to „share‟
Sharing
40. Sharing: sending from your phone
A mobile phone lets you keep easily update your Social
Network sites
Can send updates direct to Facebook, Twitter, blog
Even better, you can send photos
Key to this: each site has an private „updates‟ email
For example, at Carnival I updated Facebook, Twitter, Blog by sending one e-maill with
a photo.
41. Sharing Updates via E-mail: How?
Find out the private e-mails of your accounts – these are
used to send updates (text/photos) to the account. Don‟t
share these!
1. In Facebook, click on the „Photos‟ icon on your
Profile
42. Facebook Updates cont…
Step 2: Click
„Upload a Photo‟
Step 3: Click
„Upload via e-
mail‟
44. Sharing between sites
It‟s relatively easy to feed an update across social media
sites!
Upload a photo to
Flickr
Click „Blog This‟
Choose blog or
even Twitter
Post it!
45. Review Your Progress
You must review the results of your Networking
Ultimately, your aim is to drive traffic to your website. So
check traffic using a tool like Google Analytics.
Don‟t judge „results‟ by bookings, check the source of
your traffic
Use your Facebook Page
Insights
47. Watch the stream
Search for you business, product
What are people saying about you?
Participate in discussions
48. Summary
Use update e-mails
Share… and connect your networks
Use analytics & Insights
49. The End
Thank you!
Questions?
Check http://www.delphis-intl.com for material
Stay on for a practical demonstration of creating a
Facebook Page