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Social Media Marketing. Lecture 1 Course Overview. Social Media Marketing: The Instructor. Welcome! Contact info: Web: Coursaris.com Email: [email protected] Facebook: Dr.C.Coursaris Twitter: @DrCoursaris Web: www.msu.edu/~coursari Skype: Ccoursaris.

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Social media marketing
Social Media Marketing

Lecture 1

Course Overview


Social media marketing the instructor
Social Media Marketing: The Instructor

  • Welcome!

  • Contact info:

    • Web: Coursaris.com

    • Email: [email protected]

    • Facebook: Dr.C.Coursaris

    • Twitter: @DrCoursaris

    • Web: www.msu.edu/~coursari

    • Skype: Ccoursaris


Social media marketing the instructor1
Social Media Marketing: The Instructor

  • Assistant Professor:

    • Telecommunication, Information Studies, and Media

    • Usability / Accessibility Research and Consulting

  • Research: Twitter, Facebook, Mobile Advertising, Online Political Marketing, Aesthetics & Usability

  • Teaching: MarComs, HCI & UXD, I.T. P.M. …

  • Study Abroad in Japan: 3 weeks, 3 Uni’s, 8 Co’s, 10 cities, 4 cuisine styles, baseball, sumo, karaoke …

  • Service learning: courses have real clients ($225K/term)


Social media marketing the course
Social Media Marketing: The Course

  • Welcome!

  • … Why are you in this class?! 

  • Study concentration & level

  • What experience you have with SMM

  • What you would like to get out of this course


  • Twitter study: http://bit.ly/coE2NS

  • Mobile Advertising study: http://bit.ly/aL0plk


Social media marketing the course1
Social Media Marketing: The Course

  • Welcome!

  • … Why are you in this class?! 

    • Hopefully because:

      • The ‘Why’ is more important than the ‘How’

      • In 2010 82% of all companies are planning to incorporate social media into their marketing and PR plans

      • 90% of agencies will use Facebook in future campaigns

      • TV is the top medium (?), followed by digital

        • 60% of agencies less focused on print than last year

        • ~60% of agencies feel print cannot be saved

        • PR in 20092010: +3%

        • PR in 20102014: +30% (or 7.5% per annum)


Social media marketing the course2
Social Media Marketing: The Course

  • Course Format

    • Social Media Marketing Strategy

    • Practical training of various SM & Marketing vehicles

      • Blogging

      • Twitter

      • Facebook Pages & Facebook Ads

      • LinkedIn & LinkedIn Ads

    • Campaign Management tactics

      • Bit.ly

      • Klout

    • Software: Tweetdeck & Hootsuite, Jing, Dropbox


Social media marketing the course3
Social Media Marketing: The Course

  • Course Grading

    • 10% Attendance

    • 10% Participation & Conduct

    • 70 % Project

      • 10% for Blog & 10% for Microblog (Twitter)

      • 5% for each: FB Profile, FB Page, LinkedIn Profile

      • 5% for Campaign

      • 5% for each: Facebook ads (x2), LinkedIn ads (x2)

      • 10% for Bit.ly Analytics & Klout Influence Report

    • 10% Presentation

      • 3’ Jing video of campaign: all SM, all ads, analytics, impact


Social media marketing the course4
Social Media Marketing: The Course

  • Let’s get started!

  • Create a business you’re going to promote:

    • Product/Service Category, Target audience, Brand Benefits, Brand Name, Location/Operations

    • Blog

    • Twitter

    • Facebook (Profile/Page)

    • LinkedIn

    • Bit.ly & Klout.com

  • We’ll be linking & using these accounts for class


Needed tools
Needed Tools

  • Jing.com

    • Demonstration

    • http://www.1stwebdesigner.com/freebies/free-screencasting-tools-video-tutorials/

  • Photoshop (or any photo-editing software)

    • Splashup: Free, polished interface, tools & palettes modeled after Photoshop (e.g. layers)

    • Picnik: Most popular web-based photo editor; integrated with Flickr



Needed items
Needed items

  • Create Gmail address to use in course

  • Download Jing http://www.TechSmith.com/Jing

  • Create Dropbox account http://bit.ly/hJ4iYK

  • Create Facebook ads facebook.com/ads/create

  • Create LinkedIn ads linkedin.com/ads/home


Project requirements
Project Requirements

  • 3:30-4:30’ Jing video showing your blog, Twitter, LinkedIn Profile & Ads, Facebook Page & Ads, and Bit.ly & Klout analytics.

    • If you are outside this duration, you will lose all 10%

  • Detailed requirements for each medium provided on the next 12 slides


Project requirements1
Project Requirements

  • Blog:

    • 4 posts (150 words each)

    • 4 comments (50 words each)

    • Links (with images) to Facebook Page & LinkedIn

    • Allow for sharing of comments

    • Required widgets: Twitter, Tags, Blogroll/Links, Pages

    • Optional widgets (at least 2 from): Calendar, Search, Polls, Blog Stats, Box.net, Akismet, Top Rated, or others)


Project requirements2
Project Requirements

  • Blog

    • Topics relevant to class discussion, syllabus, readings

    • Each post should link to relevant resources online

    • Evaluated on quality of engagement, fit with themes of course, clarity of expression, cultivation of community through regular activity

    • Each blog post must include “IESEGSMM”



Project requirements3
Project Requirements

  • Create a Twitter account

    • Complete Profile

    • Follow your classmates (by finding them on my IESEG-SMM list)

    • Create 2 public & 1 private lists

    • Add at least 3 tweeps in each list (e.g. IESEG, MKTG, Competition)

    • Tweet about your new Twitter account with #IESEGsmm and your own registered hashtag included


Project requirements4
Project Requirements

  • Twitter:

    • 24 tweets (all with #IESEGsmm):

      • 8 Original content

      • 8 RTs

      • 8 Mentions (@)

    • 3 shortened URLs (Bit.ly) to

      • Facebook Page,

      • LinkedIn Profile

      • Blog



Project requirements5
Project Requirements

  • LinkedIn

    • 100% Complete Profile

    • Joined Group “IESEG Social Media Marketing”

    • Tweet 1x after above steps with #in in tweet (to post on LinkedIn status)

    • Discussion: Total of 2 answers/questions

    • 2 Ads





Project requirements6
Project Requirements

  • Facebook

    • Create a Profile

    • Create a Page

    • Invite ‘friends’, Post on wall, Create Event & Promote, Track & Update)

    • Create 2 Ads (Create photo(s) and text)




Project requirements7
Project Requirements

  • Analytics

    • Report your Klout score

      • Speak to your recommendation to increase Klout

    • Report your Bit.ly Analytics

      • Shorten at least 5 URLs

      • Analyze effective reach

      • Speak to your recommendations to increase clicks




Tonight s homework create all
Tonight’s Homework – Create all

  • Email account for your business

  • A Wordpress blog for your business (link it to above email)

  • A Twitter account for your business (link it to above email)

  • A Facebook Profile and a Page for your business (link it to above email)

  • A LinkedIn account, join the course group (IESEG Social Media Marketing) (and link it to above email)

  • A Bit.ly account and connect it to your Twitter (in Tweetdeck) (link it to above email)

  • A Klout account and link it to your Twitter, Facebook, and LinkedIn


Break move to lab
Break & Move to Lab!

Twitter

  • Download Tweetdeck (or HootSuite, if using Chrome)

  • Add your Twitter & Facebook Page

    Photos

  • Retrieve and create 3 photos to use in your ads; dimensions:

    • 110 px wide x 80 px tall; aspect ratio of 4:3 or 16:9. < 5MB

  • Prepare text to accompany each ad (rem: 1-2 benefits)

    Download Jing: http://www.techsmith.com/jing


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