Social Media Marketing

Lecture 1Course Overview

• Welcome!• Contact info:– Web: Coursaris.com– Email: coursari@msu.edu– Facebook: Dr.C.Coursaris– Twitter: @DrCoursaris– Web: www.msu.edu/~coursari– Skype: Ccoursaris

Social Media Marketing: The Instructor

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)

• 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

Social Media Marketing: The Course

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

study: http://bit.ly/aL0plk•

• 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 20092010: +3%– PR in 20102014: +30% (or 7.5% per annum)

Social Media Marketing: The Course

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 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

• 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

Social Media Marketing: The Course

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

Your Grade & the Final Project

Needed items

• Create Gmail address to use in course• Download Jing http://www.jing.com• Create Dropbox account http://bit.ly/b9rzvh

• Create Facebook ads facebook.com/ads/create• Create LinkedIn ads linkedin.com/ads/home

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 Requirements

• Blog:– 8 posts (150 words each)– 8 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 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”

Example Blog

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 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

Example Twitter

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

Example LinkedIn Profile

Example LinkedIn Discussions

Example LinkedIn Ads

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)

Example Facebook Page

Example Facebook Ads

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

Example Bit.ly analytics

Example Klout analytics

Break & Move to Lab!