Social Media Marketing provides an overview of social media marketing and how to utilize various social media platforms. It defines social media marketing as using social media websites to promote a business. It discusses major platforms like Facebook, blogs, Twitter, photo sharing sites, and video sharing sites. The document provides tips on setting up pages and profiles on these sites, how to share updates across multiple sites, and how to measure the results of social media marketing efforts.

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
 Neither a fad, nor something for „teenagers‟
 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: is it all hype?
 Facebook & Google:
 FB pages appearing in Google search results
 Google likes the „freshness‟
 New: Bing will use FB in search results
 60% of FB users are over age 35
- matches our target demographics
 Case study: immediacy – 2 books sold from our Dominica
page almost immediately posted!

8. 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

9. Facebook: Features of Pages
 Fans: people become fans of Pages, and it‟s easy to send
updates
 Photos & videos
 Wall
 Discussions
 Events
 Insights

10. Facebook: Setting up a Page
 Go to: http://www.facebook.com/pages/
 Click on „Create Page‟

11. 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

12. 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!

13. Facebook: Photos
 Allows you to
organise into Albums
 Also allows people
to post to „Fan
Photos‟
 Use „Edit Photos‟

14. Facebook: Edit Photo Albums
 Edit Album option
lets you:
 Add Captions
 Move to a different
Album
 Make a photo the
Album „cover‟
 Tag someone

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

16. 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

17. Facebook Tips: Privacy
 Very detailed control over privacy

18. Facebook Tips: Hiding
 Use the Hide button to avoid Facebook „overload‟!
 You can hide Applications, or even people

19. Facebook: Summary
 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!
Facebook: Questions?

20. 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

21. 3: Types of Blogs
 Wordpress v Blogger/Blogspot.com
 Wordpress.com:
 Better at organising pages into a website-like structure
 Can also be installed on a website to add to it, or even replace it as a
full CMS
 Blogger – part of the Google „empire‟
 Traditional date-ordered format
 Updates show in Google in real-time
 Other blogs: e.g. LiveJournal, Moveable Type

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

23. Blogging: RSS Feeds
 RSS feed „syndicates‟ your blog
 To people (e.g Google Reader) and to other websites
 http://delphisltd.blogspot.com/feeds/posts/default
 E.g. lets you pull in your blog to Facebook

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

25. 4: Micro-blogging
 Twitter dominates, but others such as Plurk
 Growing trend web-wide
 So important search engines including them in results
 Facebook, Google Buzz all getting on bandwagon

26. 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 1st QTR 2010; 18 million registered users:
10% of Internet users

27. 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

28. 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

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

30. 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

31. 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

32. Photo Sharing: Panoramio
 Another photo-sharing site
 Focus on „geo-location‟ – placing image on maps
 Integrates with Google Earth/Maps
 Now owned by Google
 Google Maps „#1 travel website‟

33. Panoramio & Google Earth

34. 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.

35. 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

36. YouTube:
 Videos up to 2GB & 10 minutes long
 Your account – „Channel‟ – can be customised

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

38. 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

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

40. 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-maill with
a photo.

41. 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

42. Facebook Updates cont…
Step 2: Click
„Upload a Photo‟
Step 3: Click
„Upload via e-
mail‟

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

44. 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!

45. 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

46. Facebook Insights
 Analytics for
Facebook

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

48. Summary
 Use update e-mails
 Share… and connect your networks
 Use analytics & Insights

49. The End
 Thank you!
 Questions?
 Check http://www.delphis-intl.com for material
 Stay on for a practical demonstration of creating a
Facebook Page