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Social Media Marketing

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  1. Social Media Marketing Lecture 3 Twitter & Bit.Ly & Klout.com

  2. Wednesday Agenda Morning items: • Twitter: • Twitter • Lecture • Tweetdeck • Hootsuite Afternoon items: • Twitter Strategy • Bit.Ly • Klout.com

  3. Twitter Checklist (1 of 3) • Create account https://twitter.com/signup • Use Business Name as Full Name • Use same email address as in blog, and the same you’ll use for Facebook • Upload photo • Enter Bio information, including blog URL • Tweet to announce the creation of your account (add #iesegsmm at the end)

  4. Twitter Checklist (2 of 3) • Follow Dr. C’s IESEG-SMM List • Create a list called IESEG-SMM-Friend and enter at least 3 friends from the class in it • Create a public list for your business (e.g. wine manufacturers), and add at least 3 businesses • Create a private list of competitors for your business, and add at least 3 businesses

  5. Wednesday Afternoon Agenda • 1. Check homework: Open Tabs for Blog, Twitter, LinkedIn (close Facebook) • 2. Email me at coursari@msu.edu • Full name • Business Name • Blog URL • Twitter ID • LinkedIn Profile • (save this email; you'll update it tomorrow and resend) • 3. Add me so I can add you back • 4. Follow my List IESEG-SMM

  6. Twitter Checklist (3 of 3) • Tweet something related to your business + #iesegsmm • Reply to a Friend’s tweet • Send a DM to another Friend • Search.twitter.com to retrieve all #iesegsmm tweets

  7. Tonight’s Homework Twitter • Download Tweetdeck (or HootSuite) • Add your Twitter account • Send at least 2 business related tweets (append #iesegsmm) Blog: Post at least 2 blogs & 2 comments (tag/label iesegsmm) Facebook: Create your Page - Naming information: http://www.facebook.com/help/?page=1167 LinkedIn: Create your professional profile as part of your business Ads: • 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)

  8. Tactics:R.O.L.E.S. & A.V.A.T.A.R.S. Dr. Constantinos K. Coursaris Assistant Professor, M.S.U. Telecommunication, Information Studies, and Media Usability / Accessibility Research and Consulting Twitter: DrCoursaris

  9. @DrCoursaris TweetStats 2009-10

  10. @DrCoursaris TweetStats 2011

  11. @DrCoursaris TweetStats 2011

  12. R. O. L. E. S. & A. V. A. T. A. R. S. Relationships – It’s what it’s all about • Follow • List • RT • @ • DM • …

  13. R. O. L. E. S. & A. V. A. T. A. R. S. Relationships – It’s what it’s all about

  14. Relationships – It’s what it’s all about

  15. R. O. L. E. S. & A. V. A. T. A. R. S. Objectives: Individual vs. Organization • Work • Networking • Coordinating • Knowledge Sharing • Leisure • Both • … neither?!

  16. R. O. L. E. S. & A. V. A. T. A. R. S. Lists are your friends • Manage contacts / helps Objectives

  17. R. O. L. E. S. & A. V. A. T. A. R. S. Extend Reach

  18. R. O. L. E. S. & A. V. A. T. A. R. S. Self-Referencing … think twice

  19. R. O. L. E. S. & A. V. A. T. A. R. S. Audience Awareness

  20. Valued Content

  21. R. O. L. E. S. & A. V. A. T. A. R. S. Valued Content Dr. C MSU Dubai

  22. R. O. L. E. S. & A. V. A. T. A. R. S. Valued Content

  23. R. O. L. E. S. & A. V. A. T. A. R. S. Append • # • RT, via • URL

  24. R. O. L. E. S. & A. V. A. T. A. R. S. Track Effectiveness • ? IMPs • 473 CTs • ? CTR • ObserveLong tail • Ensureuniquecampaigntracking

  25. R. O. L. E. S. & A. V. A. T. A. R. S. Track Effectiveness • 834 IMPs • 146 CTs • 17.5% CTR • 11.% eCTR

  26. R. O. L. E. S. & A. V. A. T. A. R. S. Action (call)

  27. R. O. L. E. S. & A. V. A. T. A. R. S. Research • Tactics & Opinions

  28. PollEverywhere

  29. PollAnywhere

  30. Twitter Sentiment

  31. Social Mention

  32. Hashtags.org

  33. TwapperKeeper

  34. TwapperKeeper

  35. Summarizr (via TwapperKeeper)

  36. Summarizr (via TwapperKeeper)

  37. Summarizr (via TwapperKeeper)

  38. Final Twitter Tips • Favorite tweets you want to RT in the future • By Others  more RTs for you • By You: focus on popular ones • RTs, bit.ly stats • RT a tweet 3-4x over 6-8 wk without losing appeal • Once RTed, unfavorite tweets • Content Strategy & Schedule tweets to save time • Identify Influencers • Track Impact

  39. Content Placement Strategy

  40. Influencers & Conversations

  41. Measure Results

  42. Measure Results • If you can’t measure it, you can’t manage it • Measure based on Objectives • Objectives should have measurable goals • Evaluate data & conclude • Return on Engagement • How many clicked a blog post link? • How many RTs? • How many comments/likes/shares of blog posts? • How many followers does the person who RTed you have?

  43. Track Impact

  44. Top 10 Twitter Apps • Bit.ly: shorten URLs & track statistics • TweetStats: Stats & Tweet Cloud • TwitPic or TweetPhoto/Plixi: Share photos on Twitter • Tweetmeme: ReTweet buttons for blog / website • Screenr: Web-based recorder of iPhone/laptop & shared • 12seconds: Mobile/laptop videos on your channel • Favstar.fm: Track most favorited tweets • Twibbon: Raise awareness by allowing followers to embed ribbons/icons on Twitter avatars • BubbleTweet: Video onto your Twitter profile • Trottr: Brief audio mobile msgs, hosted online & shared

  45. R. O. L. E. S. & A. V. A. T. A. R. S. Sales Boost

  46. How can Twitter help?

  47. Tactics:R.O.L.E.S. & A.V.A.T.A.R.S. Dr. Constantinos K. Coursaris Assistant Professor, M.S.U. Telecommunication, Information Studies, and Media Usability / Accessibility Research and Consulting Twitter: DrCoursaris