1. Social Media Marketing
Lecture 1 Course Overview

2. Social Media Marketing: The Instructor
Welcome!
Contact info:
Web: Coursaris.com
Facebook: Dr.C.Coursaris
Twitter: @DrCoursaris
Skype: Ccoursaris

3. 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)

5. 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

6. Complete the following 2 surveys
Twitter study:
Mobile Advertising study:

7. Social Media Marketing: The Course
Welcome!
… Why are you in this class?! 
Hopefully because:
The ‘Why’ is more important than the ‘How’
In % 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)

8. 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

9. Social Media Marketing: The Course
Course Grading
20% Attendance (4% per full day)
20% Homework
50 % Project
10% for Blog & 10% for Microblog (Twitter)
5% for each: FB Page, LinkedIn Profile&Groups
5% for each: Facebook ads (x2), LinkedIn ads (x2)
5% for each: Bit.ly Analytics & Klout Influence Report
10% Presentation
5’ Jing video of campaign: all SM, all ads, analytics, impact

10. 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

11. Needed Tools http://www.TechSmith.com/Jing
Demonstration
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

12. Your Grade & the Final Project

13. Needed items Create Gmail address to use in course
Download Jing
Create Dropbox account
Create Facebook ads facebook.com/ads/create
Create LinkedIn ads linkedin.com/ads/home

14. Project Requirements
5 minute Jing video showing your blog, Twitter, LinkedIn Profile & Ads, Facebook Page & Ads, and Bit.ly & Klout analytics.
Detailed requirements for each medium provided on the next 12 slides

15. Project Requirements Blog: 2 posts (150 words each)
2 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)
Report analytics of your blog (e.g. comments)

16. 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” tag

17. Example Blog

18. 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

19. 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

20. Example Twitter

21. 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

22. Example LinkedIn Profile

23. Example LinkedIn Discussions

24. Example LinkedIn Ads

25. 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)

26. Example Facebook Page

27. Example Facebook Ads

28. Project Requirements Analytics Report your Klout score
Speak to your recommendation to increase Klout
Report your Bit.ly Analytics
Shorten at least 5 URLs (e.g. FB, TWI, In, Blog, article)
Analyze effective reach
Speak to your recommendations to increase clicks

29. Example Bit.ly analytics

30. Example Klout analytics

31. Tonight’s Homework – Create all
An account for your business
A Wordpress blog for your business (link it to above )
A Twitter account for your business (link it to above )
A Facebook Profile and a Page for your business (link it to above )
A LinkedIn account, join the course group (IESEG Social Media Marketing) (and link it to above )
A Bit.ly account and connect it to your Twitter (in Tweetdeck) (link it to above )
A Klout account and link it to your Twitter, Facebook, and LinkedIn
Download TweetDeck & register with HootSuite

32. Tuesday night homework
Twitter
Add your Twitter & Facebook Page to TweetDeck & HootSuite
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:
Create Dropbox.com account and share folder with