1. Social Media Marketing Ref: CHAP 5 Online Marketing Inside Out by SitePoint CHAP 8 & 9 Textbook on E-Marketing by Quirk Biz > Rules of Engagement for Social Media [Types of social media] > Blogging > Social Networking sites Class Presentation | Session 27 | 26 Nov 2010

2. Rules of Engagement for Social Media Marketing to Content Creators Content creators e.g. bloggers are part of PR team for the company because they are promoting the company/brand Their influence helps in creating right kind of PR Facilitating bloggers by providing them info and tools Marketing to Content Consumers Both companies and content consumers have same tools available Selection of media is dependent on where consumers are E-Marketing 2

3. Rules of Engagement for Social Media Marketing to Content Sharers Making it easy for users to share content Using simple, unique URLs, links etc to make it easy sharing New trends… Advertising on Social platforms Social Media networks gather users’ personal information It can be used for better targeting in advertising Also creativity required to reach demographic which is already ad fatigued E-Marketing 3

4. Rules of Engagement for Social Media Understand the benefits [ Review of points earlier discussed: Self-Read from Quirk/Textbook on E-Marketing] E-Marketing 4

5. Rules of Engagement for Social Media Agency’s role is Social Media [Class Discussion] How does a typical ad agency works? (in Pakistan and also elsewhere) How and why it is different in case of Social Media? Who can do it? What is required? Everyone? E-Marketing 5

6. Blogging Blogging defined Originated from Web Log A blog is a web site where entries (blog posts) are typically displayed in reverse chronological order. Technorati, a blog and social media tracking engine, defines a blog as a “regularly updated journal published on the web.” Blogs usually allow for comments on blog posts. A typical blog will feature text, images and links to other blogs and web sites related to the topic of the blog. POWER? ANYONE CAN DO IT…. E-Marketing 6

7. Blogging Basic Elements of Blog Author – the person who wrote the blog post. Blog post title – the title of the blog post, which is usually used to create a unique URL, or permalink, for the blog post. Tag – tags are the categories used to describe the blog post, and aid services in categorizing blog posts. Comment – comments left by readers of the blog are shown with the blog post. TrackBack– a notification of other blogs linking to a post, often displayed below blog post. RSS feed – an RSS feed allows for readers to subscribe easily to the blog. Categories – blog posts can be allocated categories. Blogroll– a collection of links to other blogs or web sites commonly read or used by the blogger. Archives – previous posts remain available for visitors to search through. Archives are usually categorized by date. E-Marketing 7

8. Blogging Blogging and SEO Typical features blogging software have to facilitate SEO Each blog post should be assigned a unique page which can be easily accessed and indexed by the search engines. This is called a permalink. Pages should be able to be tagged with keywords relevant to your SEO strategy. Each post should be able to have its own unique meta data (title, description and key phrases). Social bookmarking functionality should be built in. E-Marketing 8

9. Blogging Blogging for Business – Corporate Blogging Typical tasks Writing posts Replying to comments from readers Monitoring other blogs within the industry Keeping up to date with the latest industry news Building relationships with other bloggers in the community Commenting on other blogs Corporate Blog content should be: Industry relevant Appealing to target market Transparent and honest Personal and entertaining Related to what’s going on in the blogosphere Posted regularly E-Marketing 9

10. Blogging Promoting Blogs List the blog in blog directories: Not very popular but still used by readers Ping web services with updated content: Services that ping multiple web services, blog directories and search engines to let them know that a blog has fresh content Use TrackBacks: If a blogger writes a new entry commenting on, or referring to, an entry on your blog, and both blogging tools support the TrackBackprotocol, then the commenting blogger can notify your blog with a “TrackBackping”; the receiving blog will typically display summaries of, and links to, all the commenting entries below the original entry. This allows for conversations spanning several blogs that readers can easily follow. Participate in the blogosphere: You can’t expect anyone to engage on your blog if you’re not engaging on theirs. It’s all about fostering a sense of community. Make use of aggregators: Examples of aggregators include Technorati, Amatomuand Afrigator. Use traffic generating tools like MyBlogLog: Seeing who visited your blog and letting others know you visited their blogs. Helps in getting regular readers E-Marketing 10

11. Social Networking Sites Social Networking Sites Currently most famous and widely used form of social media Users interact with their ‘social network’ Different types have evolved: Facebook, Myspace, Orkut: For personal level networking and communities Linkedin, Xing: For professional networking Detailed Presentation on: Facebook, its functionalities and how it connects people ‘socially’ Presentation (on slideshare) by firebelly marketing E-Marketing 11

12. Make-Up Session > MAKEUP SESSION > 6x Indl. Presentations > Guest Speaker SessionMedia Mind: Ad Networks & Rich Media Ads > Quiz 5 (Social Media) MKUP SESSION Class Presentation | Session 28 | 29 Nov 2010