1. Social Media Marketing Lecture 1 Course Overview

2. Welcome! Contact info: – Web: Coursaris.comCoursaris.com – Email: coursari@msu.educoursari@msu.edu – Facebook: Dr.C.CoursarisDr.C.Coursaris – Twitter: @DrCoursaris@DrCoursaris – Web: www.msu.edu/~coursariwww.msu.edu/~coursari – Skype: Ccoursaris Social Media Marketing: The Instructor

3. 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. 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

6. Twitter study: http://bit.ly/coE2NS Mobile Advertising study: http://bit.ly/aL0plk

7. 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 Course

8. 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 – 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

10. 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

11. Needed Tools Jing.com – Demonstration – http://www.1stwebdesigner.com/freebies/free- screencasting-tools-video-tutorials/ 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) Splashup – Picnik: Most popular web-based photo editor; integrated with Flickr Picnik

12. Your Grade & the Final Project

13. Needed items Create Gmail address to use in course Download Jing http://www.TechSmith.com/Jinghttp://www.TechSmith.com/Jing Create Dropbox account http://bit.ly/hJ4iYKhttp://bit.ly/hJ4iYK Create Facebook ads facebook.com/ads/createfacebook.com/ads/create Create LinkedIn ads linkedin.com/ads/homelinkedin.com/ads/home

14. 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

15. 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)

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”

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 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 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

32. 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