1. Social Media Marketing

2. 1 What is Social 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 Social Media 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  No longer considered a fad  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 will take 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 of Social 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

6. Social Networks: Visualisation

7. 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

8. Facebook: Features of Pages  Fans: people Like Pages, and it’s easy to send updates  Photos & videos  Wall  Discussions  Events  Insights

9. Facebook: Setting up a Page  Go to: http://www.facebook.com/pages/http://www.facebook.com/pages/  Click on ‘Create Page’

10. Facebook: Setting up a 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

11. Facebook Page: key elements  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!

12. Facebook: Photos  Allows you to organise into Albums  Also allows people to post to ‘Fan Photos’

13. Facebook: Events  Lets you showcase event  Lets you broadcast the event to your Page’s Fans

14. Facebook: Promoting your page  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

15. Facebook: Summary Facebook: Questions?  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!

16. 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

17. 3: Types of Blogs  Wordpress, Blogger main ones  Great start-up web presence  Blogger – part of the Google ‘empire’  Updates show in Google in real-time  Other blogs: e.g. LiveJournal, Moveable Type

18. Blogging essentials  Always use keywords & Labels!  Blog regularly  Use photos from your Flickr account (see later)  Make use of your RSS feed

19. Blogging: other ways to push  TwitterFeed.com  Using your RSS URL, pushes it to Facebook, Twitter

20. 4: Micro-blogging  Twitter dominates, but others such as Plurk  Growing trend web-wide  So important search engines including them in results

21. 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 1 st QTR 2010; 18 million registered users: 10% of Internet users

22. 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

23. 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

24. Twitter: Summary?  Has a place in your marketing  Use keywords, hashtags Twitter: Questions?

25. 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

26. 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

27. Photo Sharing: Panoramio  Another photo-sharing site  Focus on ‘geo-location’ – placing image on maps  Integrates with Google Earth/Maps  Owned by Google  Google Maps ‘#1 travel website’

28. 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.

29. 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

30. YouTube:  Videos now up to 2GB & +15 minutes long  Your account – ‘Channel’ – can be customised

31. Photo & Video Sharing: Summary Photo & Video Sharing: Questions?  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

32. Pulling it all together  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

33. Social Networking Strategy  Use the ability to automate sharing  Push, Pull and Feed!

34. Sharing: sending from your 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-mail with a photo.

35. Sharing Updates via E-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

36. Facebook Updates cont… Step 2: Click ‘Upload a Photo’ Step 3: Click ‘Upload via e- mail’

37. Facebook Update E-mail  Final step is to note the unique e-mail address for your updates.

38. 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!

39. 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

40. Facebook Insights  Analytics for Facebook

41. Watch the stream  Search for you business, product  What are people saying about you?  Participate in discussions

42. Summary  Use update e-mails  Share… and connect your networks  Use analytics & Insights  Thank you!  Questions?  Check http://www.delphis-intl.com for materialhttp://www.delphis-intl.com