This is a comprehensive set of slides that you can use to train professionals on the following social media marketing tools: - Twitter - Facebook - Youtube - Blogs - LinkedIn

1. Social Media Marketing:
Introduction
Shankar Saikia

2. Top 2 Things You Will Learn in Class
We’ll answer your question:
“ Just tell me what I need to know”
2

3. Topics
1. Social Media Marketing: Basic Concepts (30 minutes) INTRODUCTION
2. Blogs: Setup Wordpress.com (45 minutes)
3. Micro-blogs: Setup Twitter (45 minutes)
SETUP
4. Social Networks : Setup Facebook fan page (45 minutes)
5. Videos: Setup Youtube channel (30 minutes)
6. Professional Networks : Setup LinkedIn(30 minutes)
7. Combining Social Media Channels (60 minutes)
8. Metrics(45 minutes)
3

4. 4

5. Section Topics
1. Learning Objectives
2. Introduction to Social Media
3. Social Media Versus Traditional Media
4. Types of Social Media
5

6. Learning Objectives
In this section you will learn:
1. What is social media marketing?
2. How is social media different from traditional
media?
3. What are the different types of social media?
6

7. 7

8. What is the value of being Social?
8

9. What is the purpose of MEDIA ?
9

10. What benefit does Marketing provide?
10

11. What is Social Media Marketing?
11

12. Social Media versus Traditional Media
SOCIAL TRADITIONAL
Content: Content:
• Co-created • Corporation
Conversation Conversation
• 2-way • None
Audience Audience
• digital • Physical
Distribution Distribution
• Viral • Physical
12

13. Examples of Traditional Media
PRINT
TV +
RADIO
WEB
1.0
13

14. Examples of Social Media
Blog Microblog Social Network
Video Professional Network
14

15. What Makes Social Media Different
Content: Community creates
Conversation: 2-way
Audience: Digital (online +
mobile)
Distribution: Viral
15

16. Viral Means Information Spreads Quickly
HOW TO MAKE VIRAL?
1. Web-based
2. Web customers
3. Free
4. Built-in virality (easy
to spread)
5. Network effects
(Adapted from: “Viral
Loop” by Adam
Penenberg)
Source: Wired magazine
16

17. Viral Distribution
17

18. Different Types of Social Media
Professional Social
Blog Micro-blog Video
Network Network
Wordpress
Youtube
Typepad Twitter LinkedIn Facebook
Vimeo
Tumbler
18

19. Introduction: Section Summary
1. What is social media ?
ANSWER: Information created by community
2. How is social media different from traditional
media?
ANSWER: Content, Conversation, Audience,
Distribution
3. What are the different types of social media?
ANSWER: blog, micro-blog, social network,
video, professional network
19

20. How This Training Is Structured
• Learning
Objectives
Section • Introduction
• Setup
• Basics
20

21. 21

22. Section Topics
1. Learning Objectives
2. Introduction to blogs
3. Setup a blog
4. Basic elements of blogs
22

23. Learning Objectives
In this section you will learn:
1. What is a blog?
2. How to setup Wordpress
3. The most important elements of a blog
23

24. Introduction to blogs
http://www.wineanorak.com/wineblog/
CONTENT = POST
24

25. Introduction to blogs
http://www.wineanorak.com/wineblog/new-zealand/seresin-pinot-noirs#comments
CONVERSATION
= COMMENT
AUDIENCE =
READERS
25

26. How Can You Benefit By Blogging
Connect directly to
customers
Communicate in
authentic voice
Enhance credibility
26

27. Setting up Wordpress blog:
Create an account
1. Logon to
www.wordpress.com
2. Create a profile
27

28. Setting up Wordpress blog:
Create blog
1. Go to My Dashboards
 Manage Blogs
2. On left-hand side click
on Settings
3. Enter
1. Blog Name
2. Description
4. On left hand side click
1. Themes (Choose
appearance)
2. Widgets (Choose
information to
display on right
hand side)
28

29. Setting up Wordpress blog:
Preview blog
1. Click on View Site
29

30. Setting up Wordpress blog:
Create Post
1. Go to My Dashboards
 New Post
2. Enter Post
3. Type or choose
1. Category
2. Tag
30

31. Setting up Wordpress blog:
Publish Post
1. After finishing Post
2. Click Save Draft
3. Click Publish
31

32. Blog Basics: Post
BASICS
-Reverse chronological
http://www.wineanorak.com/wineblog/ (i.e., latest first)
- Information (e.g., news,
events, pictures, videos)
DO
-Educate
- Alert
- Credibility
DO NOT
-Sell
- Advertise
- Negative-sell
KEY = EARN CREDIBILITY
32

33. Blog Basics: Categories & Tags
BASICS
http://www.wineanorak.com/wineblog/
- flexibly classify posts
DO
-General terms
DO NOT
- Be too specific
KEY = ENABLE SEARCH
33

34. Blog Basics: Comments
http://www.wineanorak.com/wineblog/
BASICS
- conversations
DO
-Reply
-be personal
DO NOT
-Advertise
-Sell
KEY = CONNECT
34

35. Blog Basics: Theme
http://www.wineanorak.com/wineblog/ BASICS
- appearance (colors,
pictures etc.)
DO
-Differentiate
DO NOT
-Commercialize
KEY = ENTERTAIN
35

36. How to get followers (readers)?
36

37. How to get followers (readers) ?
1. SOCIAL MEDIA (e.g., Micro-blog, Social
network, Professional Network, Video)
2. E-MAIL
3. E-MAIL SUBSCRIPTION WIDGET
4. RSS SUBSCRIPTION WIDGET
5. COMMENT on other blogs
37

38. Blogs: Section Summary
1. What is a blog?
ANSWER: Content in reverse chronological order
2. How to setup Wordpress?
ANSWER: Setup profile, blog, enter & publish
posts
3. The most important elements of a blog
ANSWER: Posts, Categories, Tags, Comments
38

39. 39

40. Section Topics
1. Learning Objectives
2. Introduction to micro-blogs
3. Setup twitter
4. Basic elements of twitter
40

41. Learning Objectives
In this section you will learn:
1. What is a micro-blog?
2. How to setup Twitter
3. The most important elements of Twitter
41

42. Introduction to Twitter
http://twitter.com/jamiegoode
CONTENT = TWEET
(140 characters max)
CONVERSATION = REPLIES,
DIRECT MESSAGES, RETWEETS
AUDIENCE = FOLLOWERS
42

43. How Can You Benefit With Twitter
Distribute content
Receive & Send
instantly
Receive & Send
advice
43

44. Setup Twitter:
Create Profile
1. Go to
www.twitter.com
2. Create account
44

45. Setup Twitter:
Get Followers
1. Go to
www.twellow.com
2. Search by categories
or location
45

46. Setup Twitter:
Create Tweet
1. Enter here
46

47. Setup Twitter:
Search 1. Go to
www.search.tw
itter.com
2. Enter here
47

48. Setup Twitter:
Listen 1. Go to
www.search.tw
itter.com
2. Enter here
48

49. Twitter Basics: Tweet
http://twitter.com/jamiegoode
BASICS
-Information in less than
140 characters
DO
-Educate
-Recommend
- Alert
DO NOT
-Sell
- Advertise
- Negative-sell
KEY = EARN CREDIBILITY
49

50. Twitter Basics: Retweet = RT
http://twitter.com/jamiegoode
BASICS
-Tweet someone else’s
tweet
DO
-Educate
-Recommend
DO NOT
-Take credit for someone
else’s tweet
KEY = ENHANCE VALUE
50

51. Twitter Basics: Hashtag = #
http://twitter.com/jamiegoode
BASICS
-Categorize or tag
DO
-Use familiar terms
DO NOT
-Omit
KEY = ENABLE SEARCH
51

52. Twitter Basics:
Multiple Tools
• www.twitter.com
Tweet • www.tweetdeck.com
• www.twazzup.com
Search • www.search.twitter.com
• www.twittercounter.com
Analyze • www.twitteranalyzer.com
52

53. How to get followers?
53

54. How to get followers?
1. Twitter page (www.twitter.com)  Find People
2. Twitter search (www.twazzup.com)
3. Twitter analyzer (www.twittercounter.com)
4. Twitter list ( www.twellow.com )
54

55. Twitter: Miscellaneous
1. ACCOUNTS: 1 (one) for business
2. DIFFERENTIATE: Mark tweets with
hashtags (#) (e.g., #pricing, #advice
etc.)
3. FOLLOWERS: Strategically increase
who you follow to increase followers
4. TWEET TO RETWEET: tweet so that
followers will retweet
5. LISTEN: search for trends and topics
55

56. Twitter: Section Summary
1. What is a micro-blog?
ANSWER: summary posts of less than 140
characters
2. How to setup Twitter
ANSWER: www.twitter.com
3. The most important elements of Twitter
ANSWER: tweets, retweets, #
56

57. 57

58. Section Topics
1. Learning Objectives
2. Introduction to Facebook
3. Setup Facebook fan page
4. Basic elements of Facebook fan page
58

59. Learning Objectives
In this section you will learn:
1. What is a Facebook fan page
2. How to setup Facebook fan page
3. The most important elements of Facebook
59

60. Introduction to Facebook Fan Page
CONTENT =
UPDATES
www.facebook.com/ChickfilA
CONVERSATION =
REPLIES,
COMMENTS
AUDIENCE
60

61. Introduction to Facebook Fan Page
CONTENT =
TABS
www.facebook.com/ChickfilA
61

62. How Can You Benefit From Facebook
Fan Page
Build audience
Update instantly
Get feedback
62

63. Social Network Setup:
Create User Account
www.facebook.com
63

64. Social Network Setup:
Create Fan Page
1. Go to user
account
2. Choose Create
Page
64

65. Facebook Basics: News Feed
BASICS
-2-way conversation
www.facebook.com/ChickfilA
DO
-Educate
-Recommend
- Alert
DO NOT
-Sell
- Advertise
- Negative-sell
KEY = EARN CREDIBILITY
65

66. Facebook Basics: Tabs
www.facebook.com/ChickfilA
BASICS
-Helpful information
DO
-Inform
KEY = ENTERTAIN
66

67. How to get fans
67

68. How to get fans
1. FACEBOOK: Suggest to Facebook Friends
2. FACEBOOK: Promote with Facebook Ads
3. OTHER SOCIAL MEDIA: Promote on other
channels
1. Blog
2. Micro-blog (e.g., Twitter)
3. Professional Network (e.g., LinkedIn)
4. Video (e.g., Youtube)
5. Website
68

69. Facebook: Section Summary
1. What is a Facebook fan page
ANSWER: a way to promote business to
prospects & customers
2. How to setup Facebook fan page
ANSWER: First setup personal user account, then
create fan page
3. The most important elements of Facebook fan
page
ANSWER: tabs, profile, updates
69

70. 70

71. Section Topics
1. Learning Objectives
2. Introduction to Youtube
3. Setup Youtube
4. Basic elements of Youtube channel
71

72. Learning Objectives
In this section you will learn:
1. What is a Youtube channel?
2. How to setup Youtube channel
3. The most important elements of Youtube
channel
72

73. Video: Value
CONTENT
73

74. Introduction To Youtube
http://www.youtube.com/user/drjamiegoode
CONTENT =
INFORMATION
CONVERSATION =
COMMENTS
AUDIENCE =
VIEWS,
SUBSCRIBERS
74

75. Introduction To Youtube
STATISTICS
75

76. How Can You Benefit From Youtube
Entertain
Educate
76

77. Video Setup: Account
1. www.youtube.com
2. Create account for brand
77

78. Video Setup: Account
1. Customize account
78

79. Video: Setup: Miscellaneous
1. ACCOUNT: Have 1 (one) account for
your business
2. DIFFERENTIATE: between videos with
tags
79

80. Youtube Basics: Video
http://www.youtube.com/user/drjamiegoode BASICS
-Helpful information
DO
-Brand
-Educate
DO NOT
-Be too lengthy
-Negative-sell
KEY = EARN CREDIBILITY
80

81. Youtube Basics: Channel
http://www.youtube.com/user/drjamiegoode BASICS
-Similar to TV channel
DO
-Brand
-Be consistent
DO NOT
-Be too flashy
-Negative-sell
KEY = ORGANIZE
81

82. Youtube Basics: Subscribers
http://www.youtube.com/user/drjamiegoode BASICS
-Cult-like
DO
-Study comments
DO NOT
-Ignore
-Confuse
KEY = ADD RELEVANT
CONTENT
82

83. How to distribute video?
83

84. How to distribute video?
1. E-mail
2. Social networks
3. Advertise
84

85. Youtube: Section Summary
1. What is a Youtube channel?
ANSWER: branded content from your business,
focused on specific area
2. How to setup Youtube channel
ANSWER: Create account, customize account
3. The most important elements of Youtube
channel
ANSWER: videos, distribution
85

86. 86

87. Section Topics
1. Learning Objectives
2. Introduction to LinkedIn profile
3. Setup LinkedIn
4. Basic elements of LinkedIn
87

88. Learning Objectives
In this section you will learn:
1. What is a LinkedIn profile?
2. How to setup LinkedIn
3. The most important elements of LinkedIn
88

89. Introduction to LinkedIn
www.linkedin.com/home?trk=hb_tab_home Updates
89

90. Introduction to LinkedIn
http://www.linkedin.com/in/ssaikia Profile
90

91. Introduction to LinkedIn
www.linkedin.com/companies/10768
Company
91

92. How Can You Benefit From LinkedIn
Professional image
Learn best
practices
Recruit
92

93. LinkedIn Setup:
Create Account
1. www.linkedIn.com
2. Create account
93

94. LinkedIn Setup:
Create Company
1. www.linkedIn.com
2. Enter company details
94

95. LinkedIn Setup:
Join Groups
1. www.linkedIn.com
2. Search for groups
3. Join groups
95

96. LinkedIn Basics: Updates
www.linkedin.com/home?trk=hb_tab_home
BASICS
-2-way conversation
DO
-Inform of changes
DO NOT
- Negative-sell
KEY = PROFESSIONALISM
96

97. LinkedIn Basics: Profile
http://www.linkedin.com/in/ssaikia
BASICS
-Career history
DO
- Provide names
DO NOT
- Advertise
KEY = PROFESSIONALISM
97

98. LinkedIn Basics: Groups
http://www.linkedin.com/in/ssaikia
BASICS
-Affiliations
DO
-Contribute
-Follow group guidelines
DO NOT
- Advertise
KEY = SHARE
KNOWLEDGE
98

99. How to distribute content?
99

100. How to distribute content?
1. CONNECT: using LinkedIn
2. GROUP: post to groups
100

101. LinkedIn: Section Summary
1. What is a LinkedIn profile?
ANSWER: your professional summary &
company basic information
2. How to setup LinkedIn
ANSWER: create profile, join groups, create
company
3. The most important elements of LinkedIn
ANSWER: profile, companies, groups, updates
101

102. 102

103. Section Topics
1. Learning Objectives
2. Connecting social media channels
103

104. Learning Objectives
In this section you will learn:
1. How to connect social media channels
104

105. Connecting Social Media Channels
Blog BASICS
- Access each from the
others
Professional
Network
Microblog DO
-Make seamless
-Consistent content
-Complement content
DO NOT
Video
Social - ignore conversations
network
KEY = CONSISTENCY
105

106. Connecting Wordpress to Other
Channels ALL 4 CHANNELS
www.digitalsalespro.wordpress.com 1. Micro-blog
2. Professional Network
3. Social Network
4. Video
106

107. Connecting Twitter To Other Channels
www.twitter.com/digitalsalespro
TWITTER ALLOWS 1 (ONE)
ADDITIONAL CHANNEL
107

108. Connecting Facebook Page to Other
Channels
www.facebook.com/pages/DigitalSalesPro/343778423995
ALL 4 CHANNELS
1. Blog
2. Micro-blog
3. Professional Network
4. Video
108

109. Connecting Youtube Channel to Other
Channels
http://www.youtube.com/user/DigitalSalesPro
1. YOUTUBE ALLOWS 1 (ONE)
ADDITIONAL CHANNEL
2. ADD MORE WITHIN VIDEO
CONTENT (e.g.,
ANNOTATIONS)
109

110. Connecting LinkedIn to Other Channels
http://www.linkedin.com/in/ssaikia
ALL 4 CHANNELS
1. Blog
2. Micro-blog
3. Social Network
4. Video
110

111. Connecting Social Media: Benefits
Reach
Relationship
Real-time
111

112. Wordpress: Connecting To Other
Channels
1. Go to www.wordpress.com
2. Go to Links
3. Add each channel as a
link
(i) Micro-blog
(ii) Professional Network
(iii) Social Network
(iv) Video
112

113. Wordpress: Connecting To Other
Channels
1. Click on Widgets
2. Click on Links
3. Drag Links to Sidebar on right
113

114. Twitter: Connecting to Other Channels
1. Login to Twitter
and go to Profile tab
2. Enter site in Web field
114

115. Facebook: Connecting To Other Channels
1. Go to facebook
2. Go to page
3. Go to Info tab
5. Type social media channels
such as 4. Click on Edit Information
-Blog link
-Micro-blog account
-Video channel
-Professional Network profile
115

116. Youtube: Connecting to Other Channels
1. Login to youtube
2.Go to Profile section
3. Enter channel in Website
field
116

117. LinkedIn: Connecting To Other Channels
1. Login to Linkedin
2. Go to Profile
3. Choose Edit Profile
4. Enter social media channels
117

118. Connecting Social Media Channels:
Section Summary
1. How to connect social media channels
ANSWER: Wordpress & Facebook allows linking
to all channels, LinkedIn allows linking to Twitter
and 3 more channels, Twitter allows linking to 1
channel
118

119. 119

120. Section Topics
1. Learning Objectives
2. Measuring Performance
120

121. Learning Objectives
In this section you will learn:
1. How to measure social media marketing
performance
121

122. Wordpress Metrics
VIEWS
SOURCES
CONTENT
122

123. Wordpress Metrics
1. LOCATION
2. TIME
3. CONTENT VIEWED
4. VIEWER
DEMOGRAPHICS
5. SOURCE OF CONTENT
123

124. Twitter Metrics
ANALYZE TWEETS
http://www.twitteranalyzer.com/
1. TWEETS PER DAY
2. TOPICS
3. RETWEETS
4. REACH
124

125. Twitter Metrics
ANALYZE TWEETS
www.twittercounter.com
1. FOLLOWER COUNT
2. FOLLOW
125

126. Facebook Insights
Facebook Insights
1. INTERACTIONS
2. INTERACTIONS PER
POST
3. POST QUALITY
4. STREAM CTR/ETR
5. DISCUSSION POSTS
6. REVIEWS
7. MENTIONS
126

127. Facebook Insights
Facebook Insights
1. FAN TOTALS
2. FANS – NEW VERSUS
REMOVED
3. COUNTRIES
4. DEMOGRAPHICS
5. PAGE VIEWS
6. UNSUBSCRIBES
7. MEDIA CONSUMED
127

128. Youtube Metrics
1. CHANNEL STATISTICS
2. VIEWS
3. SUBSCRIBERS
128

129. Youtube Metrics
1. SOURCES OF VIEWERS
2. TIMELINE
3. DEMOGRAPHICS
129

130. Youtube: Google Analytics
1. SOURCES OF VIEWERS
2. TIMELINE
3. LOCATION OF VIEWERS
130

131. LinkedIn Metrics
Contacts  Network Statistics
1. CONTACTS
2. DEGREES OF SEPARATION
131

132. LinkedIn Metrics
Contacts  Network Statistics
1. DEMOGRAPHICS
2. INDUSTRIES
132

133. Metrics: Section Summary
1. How to measure social media marketing
performance
ANSWER: Each tool has relevant metrics
133