social mediabusiness nov26-2013

SOCIAL MEDIA MARKETING GRENFELL CAMPUS, MEMORIAL UNIVERSITY PROFESSIONAL DEVELOPMENT SEMINARS

INSTRUCTOR: TOM COCHRANE // @TOMCOCHRANE

OVERVIEW 9:00 – 9:15 !INTRODUCTION"9:15 – 10:15 !SOCIAL MEDIA STRATEGY PT. I"10:15 – 10:30 !BREAK"10:30 – 12:30 !MARKETING WITH FACEBOOK"12:30 – 1:30 !LUNCH"1:30 – 2:30 !ENGAGING WITH TWITTER"2:30 – 2:45 !BREAK"2:45 – 3:30 !THE REST: YOUTUBE, INSTAGRAM, PINTEREST"3:30 – 4:00 !SOCIAL MEDIA STRATEGY PT. II"

INTRODUCTION

SOCIAL MEDIA MARKETING FOR YOUR BUSINESS

INTRODUCTIONS

SOCIAL MEDIA MARKETING FOR YOUR BUSINESS

SOCIAL MEDIA STRATEGY:PART I

SOCIAL MEDIA MARKETING FOR YOUR BUSINESS

SOCIAL MEDIA STRATEGY: PART I

What is a social media strategy?"

SOCIAL MEDIA STRATEGY: PART I

A guide, from point A to point B."

SOCIAL MEDIA STRATEGY: PART I

A reference, so that your social media efforts line up with the goals of your organization."

SOCIAL MEDIA STRATEGY: PART I What is in social media strategy?"•  Part 1: An overview of your organization:"

•  The objectives of your business/organization"•  The audience(s) that you are targeting"

•  Includes geographic, demographic, and other information"•  Communication objectives"•  Social media objectives"•  Social media mission statement"

SOCIAL MEDIA STRATEGY: PART I What is in social media strategy?"•  Part 2: Details about implementing social media"

•  Primary platforms"•  Tactics"

•  What are you going to do with your primary platforms?"•  Content"

•  What do you have available/can you generate to fuel your social media efforts?"

•  Integrations"•  How can social media work with your!already existing

communication efforts?"•  Metrics (per platform)"

•  How will you measure your success?"

SOCIAL MEDIA STRATEGY: PART I What is in social media strategy?"•  Part 3: Campaign details"

•  Objectives of your social media campaign"•  Concepts"•  Primary platforms"•  Tactics"•  Integrations"•  Metrics"

SOCIAL MEDIA STRATEGY: PART I

Creating your own social media strategy."

SOCIAL MEDIA STRATEGY: PART I

Part 1:"Overview""

SOCIAL MEDIA STRATEGY: PART I

Business/Organization Objectives""Why does the business/organization exist? How does it continue to exist, and get even better?""1)"2)"3)""

SOCIAL MEDIA STRATEGY: PART I

Audiences""Who are your customers? Who are you targeting? Be specific."(Write one per page/half-page.)""1)"2)"3)""

SOCIAL MEDIA STRATEGY: PART I

Communications Objectives:""How can public relations & marketing support the organization’s business objectives?""1)"2)"3)""

SOCIAL MEDIA STRATEGY: PART I

Social Media Objectives: ""How can social media support the organization’s objectives?""1)"2)"3)""

SOCIAL MEDIA STRATEGY: PART I

Questions?"

MARKETINGWITH FACEBOOK

SOCIAL MEDIA MARKETING FOR YOUR BUSINESS

MARKETING WITH FACEBOOK

1. Personal Facebook profiles"2. Facebook Groups"3. Facebook Pages"4. Facebook Ads"

MARKETING WITH FACEBOOK: FACEBOOK PROFILES

MARKETING WITH FACEBOOK: FACEBOOK PROFILES •  Facebook profiles must be for a person."•  You cannot make a profile for a business or

organization."•  You can only have one Facebook profile per

person."

MARKETING WITH FACEBOOK: FACEBOOK GROUPS

MARKETING WITH FACEBOOK: FACEBOOK GROUPS •  Discussion groups"•  Allow you to:"

•  Share files"•  Poll members"•  Collaborate on documents"•  Chat with the entire group"

MARKETING WITH FACEBOOK: FACEBOOK GROUPS •  Examples:"

•  A class of incoming students for a university"•  An English class"•  A fitness group"•  A group for planning and discussing an event"

•  Typically not very efficient for direct marketing but can be very useful."

MARKETING WITH FACEBOOK: FACEBOOK PAGES

MARKETING WITH FACEBOOK: FACEBOOK PAGES

MARKETING WITH FACEBOOK: FACEBOOK PAGES

MARKETING WITH FACEBOOK: FACEBOOK PAGES

MARKETING WITH FACEBOOK: FACEBOOK PAGES

MARKETING WITH FACEBOOK: FACEBOOK PAGES

MARKETING WITH FACEBOOK: FACEBOOK PAGES

MARKETING WITH FACEBOOK: FACEBOOK PAGES

MARKETING WITH FACEBOOK: FACEBOOK PAGES

MARKETING WITH FACEBOOK: FACEBOOK PAGES

MARKETING WITH FACEBOOK: FACEBOOK PAGES

Facebook Page"Insights"

MARKETING WITH FACEBOOK: FACEBOOK ADS

MARKETING WITH FACEBOOK: FACEBOOK PAGES

How to make a Facebook Ad"

MARKETING WITH FACEBOOK

Questions?"

ENGAGINGWITHTWITTER

SOCIAL MEDIA MARKETING FOR YOUR BUSINESS

ENGAGING WITH TWITTER

ENGAGING WITH TWITTER

ENGAGING WITH TWITTER

ENGAGING WITH TWITTER

ENGAGING WITH TWITTER

ENGAGING WITH TWITTER

ENGAGING WITH TWITTER

ENGAGING WITH TWITTER

ENGAGING WITH TWITTER

ENGAGING WITH TWITTER: SEARCH

ENGAGING WITH TWITTER: SEARCH

ENGAGING WITH TWITTER: SEARCH

ENGAGING WITH TWITTER: SEARCH

ENGAGING WITH TWITTER

Questions?"

THE RESTYOUTUBELINKEDININSTAGRAMPINTEREST

SOCIAL MEDIA MARKETING FOR YOUR BUSINESS

SOCIAL MEDIA MARKETING FOR YOUR BUSINESS

YOUTUBE

Over 6 billion hours of video are watched each month on YouTube."

YOUTUBE

100 hours of video are uploaded to YouTube every minute."

YOUTUBE

YouTube reaches more adults aged 18-34 than any cable network."

YOUTUBE

YOUTUBE

YOUTUBE

YOUTUBE

LINKEDIN

LINKEDIN

LINKEDIN

INSTAGRAM

INSTAGRAM

INSTAGRAM

INSTAGRAM

INSTAGRAM

INSTAGRAM

INSTAGRAM

INSTAGRAM

PINTEREST

PINTEREST

PINTEREST

PINTEREST

PINTEREST

PINTEREST

PINTEREST

THE REST

Questions?"

TOOLS:HOOTSUITE

SOCIAL MEDIA MARKETING FOR YOUR BUSINESS

HOOTSUITE

HOOTSUITE

HOOTSUITE

TOOLS: HOOTSUITE

Questions?"

SOCIAL MEDIA STRATEGY:PART II

SOCIAL MEDIA MARKETING FOR YOUR BUSINESS

SOCIAL MEDIA STRATEGY: PART II

Part 2:"Implementation""

SOCIAL MEDIA STRATEGY: PART II

Primary Platforms""These might not be your only platforms, but they are the ones that present the most opportunity for the organization at the present time.""1)"2)"3)""

SOCIAL MEDIA STRATEGY: PART II

Tactics""What are you going to do with your primary platforms?""1)"2)"3)""

SOCIAL MEDIA STRATEGY: PART II

Content""What content do you have available/can you generate to fuel your social media efforts?""1)"2)"3)""

SOCIAL MEDIA STRATEGY: PART II

Integrations""What other methods of communication does the organization leverage, and how can your primary social media platforms & tactics integrate with them?""1)"2)"3)""

SOCIAL MEDIA STRATEGY: PART II

Influencers""Chances are that you’d like your brand and content to go far. Who are the key influencers of your target audiences? Be specific.""1)"2)"3)""

SOCIAL MEDIA STRATEGY: PART II

Metrics (per platform)""Outline how you will measure success on each platform, and for each audience.""1)"2)"3)""

SOCIAL MEDIA STRATEGY: PART II

Questions?"

Tom Cochrane tom@cornerbrooker.com @tomcochrane