Social Media Marketing Fundamentals Training

2. Social Media Marketing
• I. Definition, Terminologies, History,
Numbers & Trends.
 Social Media Defined, Social Media
Types.
 Social Media History.
 Social Media Numbers.
 Social Media Trends

3. Social Media Definition
In a Simple way Social media is any form of content, created
by users to be shared online via any social media platform,
Content can be: Video, audio, text or photos.

4. Types of social media
1. Facebook is a popular free social networking website that
allows registered users to create profiles, upload photos and
video, send messages and keep in touch with friends, family
and colleagues. According to statistics from the Nielsen Group,
Internet users within the United States spend more time on
Facebook than any other website.

5. 2. Twitter is a free micro blogging service that allows
registered members to broadcast short posts called
tweets. Twitter members can broadcast tweets and follow
other users' tweets by using multiple platforms and
devices.

6. 3. is Google's social networking project,
designed to replicate the way people interact offline more
closely than is the case in other social networking
services. The project’s slogan is “Real-life sharing
rethought for the web.”

7. is a social networking site designed specifically for
the business community. The goal of the site is to allow registered
members to establish and document networks of people they know
and trust professionally.

8. , is a fun way to share your life with friends through a series of pictures,
Just Snap a photo with your mobile phone, then choose a filter to transform the
image into a memory to keep around forever. From the previous we can conclude
that Instagram is an online mobile photo-sharing, video-sharing and social
networking service that enables its users to take pictures and videos, and share
them on a variety of social networking platforms, Instagram was created by Kevin
Systrom and Mike Krieger, and launched in October 2010. The service rapidly gained
popularity, with over 100 million active users as of April 2012 and over 300 million as
of December 2014

9. is a video-sharing website headquartered in San
Bruno, California. The service was created by three former PayPal
employees in February 2005. In November 2006, it was bought by
Google for US$1.65 billion.

10. Uses Of Social Media for Business
Communicating
Use Social Media to communicate your marketing messages to prospects, current
clients or stake holders!

11. Uses Of Social Media for Business
Customer Service
Use Social Media to serve your customers, its fast and cost effective

12. Uses Of Social Media for Business
Consumer Research
Social Media provides cost effective, fast and direct consumer research

13. Uses Of Social Media for Business
Reputation Management
By Listening to online conversations and engaging social media users on the spot!

14. Uses Of Social Media for Business
Cause Sponsorship/Support
Businesses and individuals use the viral effect of Social Media to spread the word
about a cause they support or sponsor.

15. Uses Of Social Media for Business
Sales
Businesses of all sizes uses Social Media to drive sales or conversions!

17. Social Media History
The roots of social media stretch far deeper
than you might imagine. Although it seems like
a new trend, sites like Facebook are the natural
outcome of many centuries of social media
development.

18. Social Media Before 1900
The earliest methods of communicating across great
distances used written correspondence delivered by
hand from one person to another. In other words,
letters. In 1792, the telegraph was invented. This
allowed messages to be delivered over a long distance
far faster than a horse and rider could carry them.
Two important discoveries happened in the last decade
of the 1800s: The telephone in 1890 and the radio in
1891.Both technologies are still in use today, although
the modern versions are much more sophisticated than
their predecessors. Telephone lines and radio signals
enabled people to communicate across great distances
instantaneously, something that mankind had never
experienced before.

19. Social Media in the 20th Century

20. By the 1980s, home computers were becoming
more common and social media was becoming
more sophisticated. Internet relay chats, or IRCs,
were first used in 1988 and continued to be
popular well into the 1990’s.
The first recognizable social media site, Six
Degrees, was created in 1997. It enabled users to
upload a profile and make friends with other
users. In 1999, the first blogging sites became
popular, creating a social media sensation that’s
still popular today.

21. Social Media Today
YouTube came out in 2005, creating an entirely new
way for people to communicate and share with each
other across great distances.
By 2006, Facebook and Twitter both became
available to users throughout the world. These sites
remain some of the most popular social networks
on the Internet. Other sites like Tumbler, Spotify,
Foursquare and Pinterest began popping up to fill
specific social networking niches.

22. Social Media Numbers

23. Top Pages on Facebook by fans

24. Top Pages on Facebook by Engagement
Rate

25. Most Engaged Post
Total Interactions 144,306
Likes 122,428
Comments 15,970
Shares 5,812
E.R 2.28

26. Top Profiles on Twitter

27. YouTube Channels Stats in Egypt

33. Social Media Marketing

34. SM
monitoring
Social
Ads
SM
Management

35. Social Media Strategy Funnel

36. 4 Steps in Your Social Media StrategySocial Media Strategy

37. 4 Steps in Your Social Media Strategy

41. Content Marketing

42. Create Good CONTENT!
Without Content, your will lose business!

43. What is Content Marketing?
• It is the process of using informative content or sometimes
informative content to retain and attract clients and position
your business as a trusted source in your industry
In other words, its offering your clients something useful instead of
chasing them with Sales pitches!

44. Content Marketing
The Inbound Recipe for Success

45. Why Companies Struggle with Content Marketing?
Two Common Reasons; Resources to create content Or Lack of
content ideas!! Now! How to Create Content?!

47. Getting Inspiration
There are several things you can do to get inspired or for content
ideas!

48. Brain Storming
Brain Storm Internally and with your Client

49. Competitor Analysis
Look outside your industry and see what cool things other people
are doing!

50. Use Spezify
Plug in a keyword and Spezify will collect images, tweets, FB
updates, articles or even products!

51. The 6 types of Content
Interactive Content
Imagine instead of buying tickets the normal way, you are able to select your match
on an interactive football stadium!

52. The 6 types of Content
User Generated Content
Allow your fans or website visitors to upload their own content!

53. The 6 types of Content
Video
Each second more than 60 hours of videos are uploaded to Youtube!

54. The 6 types of Content
Info graphics
Your infographic must present the data in an easy way or solve problems and be
based on real data

55. The 6 types of Content
Q & A Content
If you are on tight budget, Q & A content is the best solution. Answer the most
common questions about your industry, products or services!

56. The 6 types of Content
Contests
If you can’t be creative enough, ask people to generate content related to your
product or service to win the contest!

57. Social Media Marketing Case Study
How Social Media Works to solve small businesses problems and achieve business
goals

58. 1. Concept Women Footwear is a store specialized in selling high
quality women footwear with reasonable prices.
2. Concept Women Footwear also sells bags, scarves and women
accessories.
Concept Women Footwear – Situation Analysis
Internet Marketing Case Study

59. • “We need to increase sales as soon as possible or we will be
out of business in no time” Said Dr. Qotb the owner.
Concept Women Footwear – The Problem
Social Media Marketing Case Study

60. • Concept Women Footwear is located near City stars which
made sales so low and never made any online advertising
before.
• Facebook page had 75 fans only, all of them males & most
probably friends of the owner.
Concept Women Footwear – Problem Analysis
Social Media Marketing Case Study

61. • Females, located in Cairo.
• Age 18 to 40.
• Class B+
Concept Women Footwear – Customer Analysis
Internet Marketing Case Study

62. • Very Limited Marketing budget $1,500 over 12 months.
• One of the owners is a designer in a very known advertising
agency and a professional photographer.
• Partners are willing to participate in Social Media.
Concept Women Footwear – Resources Analysis
Internet Marketing Case Study

63. • Micro Campaigns on Facebook for Seasonal Sale periods and
special promotions for Facebook fans Only.
• Special Training for partners on Facebook Page Management.
• Develop applications for Online sales and start home delivery
service to extend regional reach!
Concept Women Footwear – Solution
Social Media Marketing Case Study

64. Concept Women Footwear – Landing Page
Social Media Marketing Case Study

65. Concept Women Footwear – Order Page Application
Social Media Marketing Case Study

66. Concept Women Footwear – Facebook Ads Sample
Social Media Marketing Case Study

67. • Facebook Fan page with more than 91,000 fans
• 99% fans are of the targeted segment
• Increased sales by 72%
• Online Sales makes at least 4 orders per day!
Concept Women Footwear – Results
Social Media Marketing Case Study

68. It is simple, your leads and customers are online.
Social Media Strategy
Why it is important?

69. 1. Plan your strategy
To begin you may want to focus on a few goals of your marketing
strategy;
• Position yourself as an expert.
• Lead generation
A key point is to communicate your strategy to everyone in the
organization and get them on board!
How to get Started?
Social Media Strategy is an extension of the overall marketing
strategy

70. 2. Do your research
Locate where your leads or customers spend most of their time;
A key point is to do your Keyword Research!
How to get Started?
Social Media Strategy is an extension of the overall marketing
strategy

71. 3. Listen to conversation
Listen to conversation to know your leads and customers needs
and problems!
A key point is to use the right listening tools
How to get Started?
Social Media Strategy is an extension of the overall marketing
strategy

72. 4. Set your Guidelines
IBM Social Media Guidelines:
Don't pick fights, be the first to correct your own mistakes, and don't alter
previous posts without indicating that you have done so.
IBM's brand is best represented by its people and what you publish may
reflect on IBM's brand.
A key point is to not prevent your employees of their human touch
How to get Started?
Social Media Strategy is an extension of the overall marketing
strategy

73. • Use blogging to position your company as an expertise house.
• Use landing pages to capture leads.
• Integrate Email Marketing with your social media assets.
• Engage in conversation on twitter by following hash tags.
• Be responsive and apologize if you make any mistakes.
• Integrate your various social assets for maximum effect.
• Push and pull content from your different social assets.
• Calculate your ROI on Leads, not sales!
Tips

74. Youtube Marketing

75.  Most viewed content on Youtube:
1. How to Videos
2. Product reviews
3. Funny videos
4. Commercials
5. Interviews
Youtube Marketing - Content
Youtube is considered to be the second Largest Search Engine

76. 1. Title: Include relevant, most searched Keywords with a strong
call to Action
2. Description: Write a compelling description and include a link to
a specific & related landing page.
3. Tags: Use relevant keywords
4. Replies: Reply to popular/related videos in your industry
Youtube Marketing – How to get Found?
Every Second, 60 hours of videos are uploaded to Youtube!

77. Youtube Marketing – Use Linked Tube
Include a link inside your video to generate traffic to your website

78. Youtube Marketing – Types of Youtube Channels
Brand Channels provides maximum Customization Options
Free: Available for everyone.
Partner: Available only for
accepted applicants.
Brand : Available only for
brands that commits to a
minimum media spending
on YouTube.

79. Youtube Marketing – Tips
Push your YouTube content to your various Social Assets
1. Use a custom back ground image for your channel
2. Write a complete Bio
3. Always use your company name as a tag
4. Add your website URL (Or maybe facebook page)
5. Use Google analytics when possible to track how users treat your
page

80. Twitter Marketing

81. Twitter Marketing – Optimizing Your Profile
If your business name is taken, use _

82. Twitter Marketing – Optimizing Your Profile
Remember the 140 characters limit

83. Twitter Marketing – Tips
1. Pull content from your various online assets
2. Don’t get too personal
3. Don’t use poor grammar
4. Don’t engage in fights or fruitless arguments
5. Be responsive
6. Post related & useful content,don’t talk only about your company
7. Help people and solve their problems
8. Don’t sell on twitter

84. Twitter Marketing – Tools
Bit.ly
URL Shortener with built in analytics.
Hoot suite
Schedule your tweets
Monitor mentions
Assign tasks for different users
Follower wonk
Search users by interests and locations
Who follows whom
See who users follow and followed by
Twt Q Pon
Create coupons for twitter users only
Twt Poll
Create polls for twitters users only

85. Social Media Monitoring – Free Tools
Use a combination of Google alerts and iGoogle to make your free
social media monitoring Platform

86. Social Media Monitoring – Free Tools
Go to Google.com/alerts and plugin all your keyword groups, use “
” for key phrases!

87. Social Media Monitoring – Free Tools
Social Mention Provides Sentiment Analysis and Social Media
Monitoring

88. Social Media Monitoring – Free Tools
Social Mention Provides Sentiment Analysis and Social Media
Monitoring

89. Twitter Case Study
Naked Pizza is Located in New Orleans

90. Twitter Case Study – Naked Pizza
Situation Analysis
Naked Pizza is based in New Orleans, it’s mission is to produce natural
and healthy pizza from whole food ingredients
It all started when an investor in the company advised one of the co-
founders to sign up for twitter

91. Twitter Case Study – Naked Pizza
Objectives
Their main objective was to form a local tribe of healthy food lovers
and to cut down on direct mail costs who proved to be an ineffective
and aging marketing technique.

92. Twitter Case Study – Naked Pizza
Objectives
Their main objective was to form a local tribe of healthy food lovers
and to cut down on direct mail costs who proved to be an ineffective
and aging marketing technique.

93. Twitter Case Study – Naked Pizza
Strategy
Naked Pizza signed up for Twitter with a strategy of running special
promotions for their Twitter followers Only
Naked Pizza used local Hash tags and #pizza to get known at the
beginning

94. Twitter Case Study – Naked Pizza
Results
The company’s first twitter promotion resulted in 15% increase in sales
and over 90% new customers
After just 2 months twitter made a new sales record for naked pizza
(68%)
Naked Pizza even removed its “Call us” billboard to replace it with a
“Follow us on Twitter for specials”
Naked Pizza installed a computer in their store to invite customers to
sign up for twitter and follow them!

95. YouTube Marketing – Case Study

96. YouTube Marketing – Case Study
Back Ground
Blend Tec is a mixers manufacturing company.
It all started when their marketing manager knew that
the company CEO use card boards to test product toughness.
The marketing manager convinced the CEO to invest less than $100 in
supplies and took a video of him mixing card boards in the company
break room!

97. YouTube Marketing – Case Study
Strategy
Posting Videos on YouTube blending hot products like: iPads, Chrome
Books and iPhones!
Staying Up to date, by posting videos of blending Valentine flowers
and chocolates on Valentine’s Day!

98. YouTube Marketing – Case Study
Objectives
Blend Tec main objective was to increase the brand awareness for the
mixers line

99. YouTube Marketing – Case Study
Results
After uploading 117 videos, mixing products like Iphones and chrome
laptops! Their subscribers reached over 411,000 and their sales
increased by 700% over 3.5 years!