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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
slide6
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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