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Social Media Marketing
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- 2. 1 What isSocial Media Marketing? Social Media defined as "a group of Internet applications that build upon Web 2.0, and that allow the creation and exchange of user-generated content.” We define it as “Utilising social media websites as a means to promote your business” Wide variety of sites: ranging from social networking to sharing photos, videos Minimal cost, high returns And it can be fun!
- 3. What makes SocialMedia websites different? Communities of users, interacting with each other Emphasis on two-way communication with potential customers. Compare this with offline brochures: static, one-way tool Neither a fad, nor something for „teenagers‟ Recently, Facebook topped Google as most used site… …400 million members worldwide: 23% of all internet users France one of the fast-growing countries (17m users); other major countries = all our target markets 25% of UK travel bookings influenced by social networks
- 4. What you willtake away from this session? Give you insights into Social Networking Provide you with tools and tips Show you strategies to link them together
- 5. 2: Types ofSocial Media We‟ll be looking at… Social Networking Sites (Facebook) Blogging (Wordpress, Blogspot) Micro-blogging (Twitter) Photo Sharing (Picasa, Flickr) Video Sharing (YouTube) But there are many other sites
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- 7. Facebook: is itall hype? Facebook & Google: FB pages appearing in Google search results Google likes the „freshness‟ New: Bing will use FB in search results 60% of FB users are over age 35 - matches our target demographics Case study: immediacy – 2 books sold from our Dominica page almost immediately posted!
- 8. Facebook: Basics Start by signing-up as a User Note that you can control privacy settings Once you sign-up, you can populate your personal profile… …and create a Page Group vs Page Important distinction Groups like „clubs‟, association of people, lack features for promoting your business Pages: indexed by search engines Allows your personal profile to be distinct from your business
- 9. Facebook: Features ofPages Fans: people become fans of Pages, and it‟s easy to send updates Photos & videos Wall Discussions Events Insights
- 10. Facebook: Setting upa Page Go to: http://www.facebook.com/pages/ Click on „Create Page‟
- 11. Facebook: Setting upa Page 2 Select „Brand, Product, or Organization‟ This, rather than „Local Business‟, gives you „Company Overview, Mission‟ options Give your Page a name Click „Create…‟ button Once you log-in, you‟ll be able to administer your page Once created, flesh it out
- 12. Facebook Page: keyelements Page is like your Profile Look for edit icons Main image: click to edit, browse to select Basic & Detailed info The more you put, the better!
- 13. Facebook: Photos Allows you to organise into Albums Also allows people to post to „Fan Photos‟ Use „Edit Photos‟
- 14. Facebook: Edit PhotoAlbums Edit Album option lets you: Add Captions Move to a different Album Make a photo the Album „cover‟ Tag someone
- 15. Facebook: Events Lets you showcase event Lets you broadcast the event to your Page‟s Fans
- 16. Facebook: Promoting yourpage Use the „Suggest to Friends‟ Link to your FB page Encourage your guests to become Fans, post photos FB also offers paid advertising Don‟t forget to check your Page‟s Insights
- 17. Facebook Tips: Privacy Very detailed control over privacy
- 18. Facebook Tips: Hiding Use the Hide button to avoid Facebook „overload‟! You can hide Applications, or even people
- 19. Facebook: Summary Starting point: signing-up Then create a Page for your business Make sure you choose „Brand, Product, Organisation‟ Choose Page Name carefully Use main elements: photos, events… Check Fans contributions Use Insights! Facebook: Questions?
- 20. 3: Blogging Why Blogs allow you to say more than Twitter, Facebook Blogs encourage dialogue (via comments) Blog allow you to become an „authority‟ on a topic Blog allow you to enhance your company‟s reputation A well-written blog is loved by search engines… …especially Google Blogs can automate „distribution‟: „feed‟ to people, other sites
- 21. 3: Types ofBlogs Wordpress v Blogger/Blogspot.com Wordpress.com: Better at organising pages into a website-like structure Can also be installed on a website to add to it, or even replace it as a full CMS Blogger – part of the Google „empire‟ Traditional date-ordered format Updates show in Google in real-time Other blogs: e.g. LiveJournal, Moveable Type
- 22. Blogging essentials Always use keywords & Labels! Blog regularly Use photos from your Flickr account (see later) Make use of your RSS feed
- 23. Blogging: RSS Feeds RSS feed „syndicates‟ your blog To people (e.g Google Reader) and to other websites http://delphisltd.blogspot.com/feeds/posts/default E.g. lets you pull in your blog to Facebook
- 24. Blogging: other waysto push TwitterFeed.com Using your RSS URL, pushes it to Facebook, Twitter
- 25. 4: Micro-blogging Twitter dominates, but others such as Plurk Growing trend web-wide So important search engines including them in results Facebook, Google Buzz all getting on bandwagon
- 26. 4: Twitter A Social Networking site in which a user can send (and read and re-send) short messages: Tweets! A user answers the question „What‟s happening?‟ 140 characters limit because it was originally SMS-driven 4 billion tweets in 1st QTR 2010; 18 million registered users: 10% of Internet users
- 27. Twitter: basics So, a Tweet is a message, 140 characters max, whereby you update the „world‟ about „what‟s happening‟ in your world A Retweet is the re-posting of someone‟s tweet Following is becoming a „fan‟ of someone You can „Direct Message‟ someone privately Functions not supported by Twitter directly are provided by third-party applications – e.g. the ability to post a photo is done via a site like TwitPic.com
- 28. Twitter: tips Customise with a good background image Use keywords, hashtags (#Dominica) – remember, that search engines are using Twitter is one of the reasons we are! Use to deep link into your blog, website
- 29. Twitter: Summary? Has a place in your marketing Use keywords, hashtags Twitter: Questions?
- 30. Photo Sharing Lets you share your photos to a wider audience Flickr, Panoramio, Picasa, Shutterfly Gallery, Photobucket Each is its own search engine As is Google Image search
- 31. Photosharing: Flickr One of the heavyweight photo-sharing sites 4 billion images Now owned by Yahoo Free and Pro accounts You should add a Description and keyword Tags to your photos
- 32. Photo Sharing: Panoramio Another photo-sharing site Focus on „geo-location‟ – placing image on maps Integrates with Google Earth/Maps Now owned by Google Google Maps „#1 travel website‟
- 33. Panoramio & GoogleEarth
- 34. Photosharing: Picasa Free: part of Google; #16 Top 20 websites 1Gb storage Note: also allows you to upload via e-mail. Importantly, you can control who you share with, which will allow your photo to be included in Google Image search results.
- 35. Video sharing YouTube dominates 32 billion watched; 40% of market Another Google site Remember: other Social Networking sites (Flickr, Facebook) can host video clips Strategy: Host your videos on YouTube, & link to or embed them Make use (link/embed) of others Don‟t forget to use keywords when describing your video
- 36. YouTube: Videos up to 2GB & 10 minutes long Your account – „Channel‟ – can be customised
- 37. Photo & VideoSharing: Summary Flickr can facilitate blogging Picasa to tap into Google Images Panoramio to tap into Google Earth Host your videos on YouTube, and link to them from your blog, twitter, website Photo & Video Sharing: Questions?
- 38. Pulling it alltogether Participating in the biggest of the Social Networking sites could take a lot of your time! So make the process easier! Use the ability of Social Networking sites to „share‟ Sharing
- 39. Social Networking Strategy Use the ability to automate sharing Push, Pull and Feed!
- 40. Sharing: sending fromyour phone A mobile phone lets you keep easily update your Social Network sites Can send updates direct to Facebook, Twitter, blog Even better, you can send photos Key to this: each site has an private „updates‟ email For example, at Carnival I updated Facebook, Twitter, Blog by sending one e-maill with a photo.
- 41. Sharing Updates viaE-mail: How? Find out the private e-mails of your accounts – these are used to send updates (text/photos) to the account. Don‟t share these! 1. In Facebook, click on the „Photos‟ icon on your Profile
- 42. Facebook Updates cont… Step 2: Click „Upload a Photo‟ Step 3: Click „Upload via e- mail‟
- 43. Facebook Update E-mail Final step is to note the unique e-mail address for your updates.
- 44. Sharing between sites It‟s relatively easy to feed an update across social media sites! Upload a photo to Flickr Click „Blog This‟ Choose blog or even Twitter Post it!
- 45. Review Your Progress You must review the results of your Networking Ultimately, your aim is to drive traffic to your website. So check traffic using a tool like Google Analytics. Don‟t judge „results‟ by bookings, check the source of your traffic Use your Facebook Page Insights
- 46. Facebook Insights Analytics for Facebook
- 47. Watch the stream Search for you business, product What are people saying about you? Participate in discussions
- 48. Summary Use update e-mails Share… and connect your networks Use analytics & Insights
- 49. The End Thank you! Questions? Check http://www.delphis-intl.com for material Stay on for a practical demonstration of creating a Facebook Page