Social media marketing fundamentals
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The document provides an overview of inbound marketing concepts and strategies. It discusses the differences between traditional outbound marketing approaches like TV ads versus inbound marketing, which focuses on attracting and delighting customers by creating and sharing useful content. The four parts of an inbound marketing strategy are outlined as attract, convert, close, and delight. Various inbound marketing tactics are described such as blogging, social media engagement, search engine optimization, and optimizing websites and pages. Metrics for measuring the success of these tactics are also mentioned.
Social media marketing fundamentals
- 2. Inbound Marketing: Concept and Strategy
- 3. SALES Getting Products On The Shelf MARKETING Getting Products Off The Shelf
- 4. Pushing out content to people Through TV ads, billboards, push-based emails, telephone calls No way to target and measure effectiveness
- 5. 91% of email users have unsubscribed from a company email they previously opted into 84% of 25-34 year olds have left a favorite website because of intrusive or irrelevant advertising 86% people skip television ads 44% of direct mail is never opened 200 m Americans have registered on DNC list
- 6. - David Meerman Scott
- 7. Pioneered by Brian Halligan, founder of HubSpot Based on the principles of creating content and aligning it with customers’ interests Creating great content and sharing it with people who need it
- 8. Four parts of the strategy: 1. Attract 2. Convert 3. Close 4. Delight
- 10. Blogging- Creating great content that speaks to people and answers their questions Social Media- Engage with prospects, and put a human face on your brand. Interact on the networks where your ideal buyers spend their time. Keywords- To appear prominently in SERP by carefully picking keywords, optimizing pages and create content Pages- Optimize your website to appeal to and speak with your ideal buyers.
- 11. World’s Top Blogs www.huffingtonpost.com www.buzzfeed.com www.theverge.com Top Bloggers Richard Branson, Jeff Bullas, Amit Agarwal, Amitabha Bachchan, Rashmi Bansal, Gautam Ghosh
- 12. Sachin Tendulkar – 11 million likes Justin Bieber – 57 million likes Harry Potter – over 66 million likes Coca-Cola – over 73 million likes Youtube – 76 million likes Rihanna – 79 million likes
- 14. Calls-to-Action- Buttons or links that encourage visitors to take action, which can generate leads Landing Pages- A call-to-action button takes to a landing page where the offer in the call-toaction is fulfilled Forms- In order for visitors to become leads, they must fill out a form and submit their information. Keep it easy and simple! Sales team can use this information for conversations Contacts- Keep track of all your leads
- 18. Lead Scoring- Keep track of sales-readiness of your leads Email- Build trust through a series of emails focused on useful, relevant content and help them become more ready to buy.
- 20. Smart Content- These present different users with offers that change based on buyer persona and lifecycle stage. Social Media- Using various social platforms to provide real-time customer service. Email and Marketing Automation - Providing your existing customers with remarkable content , as well as introduce new products and features that might be of interest to them
- 22. Inbound Marketing Tools: Blogs, Podcasts, Video, eBooks, eNewsletters, Whitepapers, Webinars, SEO, SMM, Content Marketing
- 23. Discussion or Info Sites Posts in reverse chronological order Multi Author Blogs The rise of micro-blogging
- 24. Since 2006 30 Member Team Personal Bios Video, Podcasts and Posts Easily shareable
- 25. A type of Digital Media with an episodic series of video, audio, PDF, etc. Check out www.theverge.com for the best podcasts by categories
- 26. Seminars on the web Provides live webcast Provides a window for live chatting – questions can be typed alongside which can be taken up later Particularly useful when the value of information is enhanced by live presentation, say by a dynamic speaker or to audience who are aware about the product http://www.webex.com/webinars/
- 27. SEO or Search Engine Optimization is a combination of strategies and techniques to attract traffic to websites Keywords Back links
- 28. Inbound Marketing: The Five Stage Process
- 29. 1. Attract Traffic 2. Convert Visitors to Leads 3. Convert Leads to Sales 4. Turn customers to repeat higher margin customers - Loyal 5. Analyze for continuing improvement
- 31. Website Content Landing Pages Whitepapers Videos Social Media Accounts
- 32. Visibility through SEO Easily shareable through SMO A/B Testing of the website
- 33. Campaigns Social Media PPC Email
- 35. Joint Marketing and Sales Effort Strategically written lead nurturing emails Properly timed warm calling Shorten sales cycle
- 36. Which content produces the best results? Best Time in Funnel to deliver content Multiple-channel delivery
- 37. What works? What could be improved?
- 38. Personal branding and Technology, Benefits of Networking
- 39. A brand is a set of mental associations, held by the consumer, which add to the perceived value of a product or service (Keller, 1998) These associations should be: Unique (exclusivity) Strong (saliency) Positive (desirable)
- 41. Characteristics of a Personal Brand Knowledge / Skills / Abilities Consistency Uniqueness Likable Memorable
- 42. …because people like to deal with people they: Know Like Trust
- 43. Add skills Showcase skills Build the right network Make Your Own Career Path Who wants to know more about you? Potential business partners Potential employers Because ‘Network is your Networth’
- 45. Position yourself as a Trustworthy Expert Trustworthy: recommendations and network Expert: range and depth of work
- 46. LinkedIn – around 200 million users Viadeo – around 55 million XING – around 14 million Wisestep.com, Hall.com etc.
- 47. Five Fundamental Principles of Networking
- 48. Create win/win situations for long term relationships Give more than you get without focusing on what you will get in return Proactive vs. Reactive Regular activity is very crucial in your networks for ‘brand recall’
- 49. If you don’t share with other people, they won’t keep doing things for you If you don’t ask, you get the feeling that you are being used. Besides, if you don’t ask, you don’t give others the chance to help you If you don’t thank others for the help they gave or the time they spent with you, the satisfaction of being connected with you, will slowly fade away
- 50. You never know who your connections know! The second degree is far bigger than your immediate one Can bring in more opportunities Can bring in diverse opportunities Open www.linkedIn.com
- 51. Quality scores over Quantity in your Network 100 strong and relevant connections could be more important than 10,000 Diverse people add variety and enrichment to your network – your goals are varied and can also change from time to time
- 52. Given 2 people with same skill level, you would prefer dealing with one you like more Given 2 people you like the same, you would prefer someone you trust more
- 53. LinkedIn and Its benefits
- 54. Largest Online Professional Network 256 Million Registered Users 20 Languages 91 Million in USA, 23 Million in India Founded by Reid Hoffman with team members from PayPal; current CEO Jeff Weiner
- 58. Benefit Identifying the right people How LinkedIn? Finding their Profile via search or browse
- 59. Benefit How LinkedIn? Discovering Information about Reading their Profile before a Meeting
- 60. Benefit Maintain Relationships How Linkedin? Personal Messages, Sharing Ideas-Discussing and Answering Questions
- 61. Benefits Recommendations How LinkedIn? Ask for Recommendations (and return the favor)
- 62. Benefit How Linkedin? Receiving Introductions or Referrals Via Introductions and Profile Share
- 63. Benefits Discovering Relationships How LinkedIn Helps? Via Connections in Profile
- 64. Benefits How LinkedIn? Visibility Your Profile on LinkedIn Personal Branding Search Engines like Google Online Reputation Contributions to Answers and Discussions
- 65. Benefit Word of Mouth Publicity How LinkedIn Helps? Receiving Recommendations People talking about you in Discussions Mention You as an Expert in Answers
- 66. Benefit Getting Notifications when someone changes jobs How does LinkedIn help with this? Via Network Updates
- 67. Benefits Picking up trends in the marketplace How does LinkedIn help with this? Discussions in Groups
- 68. Benefits Make yourself be perceived as an expert How does LinkedIn help in this? Contribution in Discussion and Answers
- 69. Benefits Finding the Groups and organizations to be members of, both online and offline, which are right for you How does Linkedin help in this? Contribution to Discussions and Answers Via Group Search Via Profiles of People in your Network
- 70. Building a great LinkedIn Profile How to construct a great Professional Headline
- 71. Please open www.linkedin.com Work on your profile to make it an ‘All-Star’ profile on LinkedIn
- 72. Narrative of Sorts – Remember ‘Like’? Emphasize Experience – Remember ‘Know’? Credibility – Remember ‘Trust’? Unique Individual – Remember ‘Personal Brand’ ?
- 73. There are four Profile types. Let’s see them on LinkedIn: 1. Generic 2. Recruiters 3. Job Seekers 4. Sales Professionals
- 74. The three basic needs of the Network. Let’s define each one by one: 1. Visibility 2. Reach 3. Search
- 75. 1. A Detailed Profile Is A Strong Profile 2. Temporarily Turn Off Activity Broadcast 3. Proofread Your Entire Profile 4. Do not lie about anything 5. Customize Your Profile URL
- 76. 6. Have The Right Profile Picture 7. Use LinkedIn Badges On Your Website 8. Be Active In LinkedIn Groups 9. Personalize LinkedIn Email Requests 10. Use LinkedIn Applications
- 77. Write an informative profile headline. Your headline is a short, memorable professional slogan For example, “Honors student seeking marketing position” Check out the profiles of students and recent alumni you admire for ideas
- 78. When people search for you, the search results display your professional headline alongside your name and photo, as well as ways to connect with them and common connections and groups Within Groups, if you hover over the image of the person posting a discussion or comment, you will see their name and professional headline
- 79. In the Answers section of the site, when you ask a question or leave an answer, your name and your professional headline appears alongside the text In your inbox, you will also see these details if you hover over the name of the person sending you a message or invitation Your personal profile is one of the two pages that appears externally to the site as well, so will be visible to those who find your profile via Google
- 80. 120 characters long It has four parts: 1. Select an adjective that suits you 2. Role 3. What do you do? 4. Target Group
- 81. Give LI access to your email contact list Contacts imported Match with Member Database Members: Send out invites Non-members: Send out invite to join LinkedIn
- 82. Tips to create your profile
- 110. LinkedIn Premium Accounts LinkedIn Groups, Jobs and Business Pages
- 111. Using Google Keyword Planner Open www.adwords.google.com
- 112. Customization As Per Goals
- 113. Make your Profile shine…
- 114. Get more insights
- 115. Getting Acquainted with Premium search & InMail
- 116. Premium account tutorial page
- 117. Premium Account - Benefits How To Use LinkedIn Premium Account
- 122. Alumni Group Corporate Group Conference Groups Networking Group Nonprofit Group
- 124. Groups You May Like Group Directory Search Group (Keyword, Category, Language) Create a Group
- 125. Search ▪ Keyword ▪ Title ▪ Company Name
- 126. Advanced Search ▪ Location (in or Near) ▪ Country ▪ Function ▪ Experience ▪ Industry ▪ Date Posted ▪ Salary
- 128. Jobs You may be Interested In Email Alerts
- 129. Save Job Share Job (Facebook, Twitter, LinkedIn) Follow Company
- 130. Posted By Connections who can refer Similar Jobs People who viewed also viewed Search More Jobs
- 131. Facebook for Business: Vocabulary, Business Pages versus Personal Pages versus Groups Apps, Publisher
- 132. Pages are for organizations, businesses, celebrities, and brands to broadcast information in an official, public manner to people who choose to connect with them. Pages can be enhanced with applications that help the entity communicate and engage with their audiences, and capture new audiences virally through friend recommendations, News Feed stories, Facebook events, and beyond
- 134. Facebook Profile Profiles are for individuals and are not recommended for businesses. Facebook reserves the right to remove your profile if you’re using it for business purposes. Similar to Pages, Profiles can be enhanced with applications that help the you communicate and engage with friends and businesses that you “Like.”
- 135. Facebook Username You can personalize your Facebook URL (web address) by selecting a unique username. It will appear in the location bar of your browser after “http://www.facebook.com/” when you view your Page. E.g. phrase “FinedgeAdvisory”as used in the web address http://www.facebook.com/finedge.advisory
- 136. Profile vs. Page A profile is your personal account, where you connect with friends and family members. A page is created for your business, where you connect with clients and customers. Profiles are associated with Facebook friends, while pages are associated with fans and likes. While you must have a personal profile to create and manage a business page, the two are in no way connected, as far as your friends and fans can see.
- 137. Like When you click “Like” on a Page, in an advertisement, or on content off Facebook, you are making a connection. The connection will be displayed in your profile and on your Wall and your friends may receive a News Feed story about the connection. You may be displayed on the Page you are connected to, in advertisements about that Page, or in social plug-ins next to the content you like. The Page may also post content into your News Feed or send you messages.
- 138. News Feed The News Feed is a list of updates on your own Facebook Profile home page. The News Feed will show updates about those people who are in your friend’s list, organizations that you like, as well as advertisements Wall The Wall is a section in your Facebook business Page where you can post messages, links, or other content that you think your fans will find interesting. Others can also write messages or post comments on your Wall if you choose to let them.
- 139. Admin Panel Located at the top of your business page, this panel contains several sections, including Notifications, Messages, New Likes and Insights. The Admin Panel keeps you updated on all the activity on your page and is only visible to page administrators, not your fans.
- 140. Cover Photo A cover photo spans the top of your timeline, both on your personal profile and on your business page. The dimensions of a cover photo are 851 pixels wide and 315 pixels tall; other image sizes are compatible but may result in stretching or cropping. While the cover photo cannot be used for any type of advertisement or promotion, it is a great tool to add color and personality to your profile or page.
- 141. Event Facebook allows you to create calendar events, both on your personal profile and on your business page. A Facebook event can include the date, location and details of the occasion, as well as a picture and contact info. Once you have joined the event, you can even send invitations to your Facebook friends.
- 142. Friend vs. Fan A friend is a connection made via your personal profile, meaning it is someone you know who has either accepted your friend request or sent you one. A fan, also known as a like, is a connection via your business page, meaning they have clicked “Like” on your page and are now receiving your page’s content in their News Feeds. Someone who likes your business page is in no way connected to your personal profile, unless they also happen to be your Facebook friend.
- 143. Insights Insights, which can be found in the Admin Panel of your page, provide analytical data about your business page. By clicking “See All,” you can access information on how many people you are reaching and which of your posts are most popular, as well as demographic data about your fans. Hovering over the small question marks above each section will provide more information, making Insights easier to navigate and understand.
- 144. Milestone: A milestone can be any moment you deem significant enough to add to your page’s timeline. For example, the business opening, moving to a new location or breaking a certain client number might be milestones for your company. You can add milestones as they occur, or you can backdate them to have them appear in the past on your timeline. To add a milestone to your page, click on Milestone (The Milestone tool may be located under the “Offer, Event +” tab)
- 145. News Feed: The News Feed is the home page of Facebook, the screen you are taken to each time you log on. Each user’s News Feed is different. The default setting is Top Stories, meaning that Facebook uses a ranking system to determine which of your friends’ and pages’ content you most likely want to see, based on which people and pages you interact with most. You can also set your News Feed to Most Recent, which will turn it into a chronological feed of all activity by your friends and the pages you have liked.
- 146. Organic vs. Viral Reach: Organic reach is achieved when a user sees content from your page either on your page’s timeline or in their News Feed. It becomes viral reach when a user sees your content through another user, meaning someone shared the content or exposed their friends to it in another way. Organic is through you; viral is through your fans. Post: Any content you create on Facebook is a post, whether on your personal profile or on your business page. It can be anything from text to links to photos to calendar events.
- 147. Profile Picture Both your personal profile and your business page have a profile picture, which is a square image meant to represent either you or your business. A simple logo is best for your page, as the profile picture most commonly appears as a tiny thumbnail next to your posts.
- 148. Sharing: Sharing is a way of reposting content from other users and pages. By clicking “Share” under a post, you can repost it onto your personal timeline, a friend’s timeline or your page. When you share content, the source receives recognition. Tagging: Using the @ symbol, you can tag other users and pages on Facebook. When you tag a person or a page, the name becomes a link to that account in your post, and the post also appears on that person or page’s timeline.
- 149. Timeline: A timeline is a display of your activity on Facebook, and you have one both on your personal profile and on your business page. On your business page, the default timeline setting is Highlights, which will display chronologically (with the most recent posts at the top) the popular posts on your page. You can also change the timeline to Posts by Page, Posts by Others or Friend Activity.
- 150. Facebook App Apps on Facebook are web applications that are loaded in the context of your Facebook Page. This gives you the opportunity to deeply integrate your company’s brand into the core Facebook experience
- 151. EdgeRank ranks Edges in the News Feed. EdgeRank looks at all of the Edges that are connected to the User, then ranks each Edge based on importance to the User. Objects with the highest EdgeRank will typically go to the top of the News Feed (there is a small component of randomization).
- 152. An Edge is everything that "happens" in Facebook. Examples of Edges would be status updates, comments, likes, and shares. There are many more Edges than the examples above—any action that happens within Facebook is an Edge.
- 153. Affinity is a one-way relationship between a User and an Edge. It could be understood as how close of a "relationship" a Brand and a Fan may have. Affinity is built by repeat interactions with a Brand's Edges.Actions such as Commenting, Liking, Sharing, Clicking, and even Messaging can influence a User's Affinity.
- 154. Weight is a value system created by Facebook to increase/decrease the value of certain actions within Facebook. Commenting is more involved and therefore deemed more valuable than a Like. In the weighting system, Comments would have a higher value than a Like. In this system all Edges are assigned a value chosen by Facebook. As a general rule, it's best to assume Edges that take the most time to accomplish tend to weigh more.
- 155. Time Decay refers to how long the Edge has been alive; the older it is the less valuable it is. As an Edge ages, it loses value. This helps keep the News Feed fresh with interesting new content, as opposed to lingering old content.
- 156. Place for small group communication and for people to share their common interests and express their opinion. Groups allow people to come together around a common cause, issue or activity to organize, express objectives, discuss issues, post photos and share related content. When you create a group, you can decide whether to make it publicly available for anyone to join, require administrator approval for members to join or keep it private and by invitation only. Like with Pages, new posts by a group are included in the News Feeds of its members and members can interact and share with one another from the group.
- 157. Apps are designed to enhance your experience on Facebook with engaging games and useful features. You can use apps to listen to music with friends, share what you're reading, play games and more. Explore and add apps from the App Centre to find games and social apps that fit your interests.
- 158. Apps on Facebook that are created by outside developers must comply with the Facebook Platform Policies The content of these apps resides on developer servers that are not hosted by Facebook. The developers of the app are responsible for their servers and Facebook can't remove content from them You’ll need to give the app permission before you can start using it.
- 159. The Pages Manager App lets admins check their Page activity, view insights and respond to their audience from their mobile device. Download the Pages Manager App: From the iTunes Store From the Google Play store
- 160. The place at the top of your timeline from where you can post text, video, photos, etc. Lots of changes have been made by Facebook to woo Publishers Facebook is giving more weight to high quality content
- 161. An image, video, piece of text, etc., typically humorous in nature, that is copied and spread rapidly by Internet users, often with slight variations.
- 162. Sponsored Stories and Ads Twitter for Business: Vocabulary
- 165. Basis various requirements Ads can be created for the following 8 objectives:
- 167. Create Ads that boost your posts and increase likes, comments, shares, video plays and photo views
- 168. Create Ads to build your audience on Facebook
- 169. Create Ads to encourage people to visit your website
- 170. Create Ads to take specific actions on your website Use conversion-tracking pixel to measure results Conversion-tracking pixel is a Java code that can be put into your website code for tracking checkouts, registrations, etc.
- 171. Create Ads to encourage people to install your Apps
- 172. Create Ads that get more activity on your App
- 173. Create Ads to promote your event Increase attendance
- 174. Create Ads to promote offers you created One needs to create an offer on Facebook Page or use an existing offer
- 176. For their advertising campaign on Facebook, Yatra wanted to:Engage with fans and acquire new customers Develop its Facebook Page into a fully operational sales channel Create strong brand credibility
- 177. The travel portal built a Facebook Page around the “Happy Travelers” theme: Cover picture is a collage of “happy” pictures sent in by their customers The Messages feature is used to respond to customer enquiries and emails Tabs are used to run cross-promotions with other brands that deliver added-value to their customers Yatra ran Facebook Ads to create a base of loyal fans:Specific groups of users who are very likely to be interested in Yatra were targeted with the ads
- 178. Promotion-based ads directed users directly to specific Page tabs Yatra engaged with its fans through its Facebook Page by: Responding to customer queries within 12 hours Posting special offers and promotions on the Page Hosting apps like the “Happy Travel Jigsaw” where fans can solve puzzles Posting interesting tidbits about travel destinations Yatra amplified its reach on Facebook by: Targeting friends of fans with its ads Running sponsored stories to increase Page Likes
- 179. INR 1.5 million/month generated from Facebook 150K+ users see content from the Page every day 1,500 stories are created by Page users each day
- 180. Tweet (noun): A message posted via Twitter containing 140 characters or less Tweet (verb): Tweet, tweeting, tweeted. The act of posting a message through a Tweet Mention: Bring a Tweet to a user’s attention by including their @username in a Tweet. This is called a mention and will appear to the @username you mentioned as well as to all of your followers. You can see who mentioned you in the mention section of your Twitter profile.
- 181. Retweet: You can pass along someone’s Tweet by retweeting it. Just hit the Retweet button to send the original message to all of your followers. DM: A direct message (DM) is a private message that only you and the recipient can see. To DM someone, start your Tweet with DM or D, eg: “DM @joesmith234 what is your order number?”
- 182. Hashtag: Users often add the hashtag symbol (#) before words or phrases in their Tweets to categorize them for others or to organize conversations around a theme. Users can click on hashtags to see similarly-themed Tweets.
- 183. Follow, Follower and Unfollow: To follow someone on Twitter is to subscribe to their Tweets in your timeline. A follower is another Twitter user who has followed you. To stop following another Twitter user is to unfollow them. Once you do this, their Tweets no longer show up in your timeline.
- 184. Timeline: The timeline is a list of real-time Tweets from the users you are following. @reply: An @reply is a Tweet posted in reply to another user’s message. This is usually done by clicking the “reply” button in their Tweet. @replies always begin with the “@” symbol, followed by the username.
- 185. Twitter Handle: Also known as a username. This is the name you select to represent yourself on Twitter. Twitter Lists: Create lists of your interest and add people, so that you can follow them under these interest areas
- 186. Twitter Marketing
- 187. Twitter has revenues of $254 m in the first 6 months of 2013 85% of its revenues are from advertising 230 million users worldwide 140 million active monthly users 500 million tweets every day
- 188. Discounts and promos (94%) Free stuff (88%) Fun and entertainment (87%) Updates on upcoming sales (79%) Access to exclusive content (79%)
- 189. Advertisers can target their account and Tweets by: Keywords in timeline Interest Geography Gender Similarity to existing followers Additional targeting options for Tweets: Device (mobile, desktop) Keyword search results
- 190. An example: let’s say a user tweets about enjoying the latest album from their favorite band, and it so happens that band is due to play a concert at a local venue. That venue could now run a geo-targeted campaign using keywords for that band with a Tweet containing a link to buy the tickets. That way, the user who tweeted about the new album may soon see that Promoted Tweet in their timeline letting them know tickets are for sale in their area.
- 193. Twitter is available in nearly every country in the world It’s available in 35 languages Specific locations like countries and states are available for targeted tweeting of Promoted Tweets
- 194. 76% of Twitter users access it using their mobile devices Twitter gives options of choosing an Android, iOS or Blackberry platform for targeting
- 196. Twitter doesn’t ask people about their gender However brands could be interested in targeting a gender type for its products or services Twitter picks up contextual signals for understanding gender Has found it to be 90% accurate
Editor's Notes
- #84: 1. Upload a professional photo
- #85: Profiles with photos receive a 40% InMail response rate.
- #86: 2. Write a descriptive headline.
- #87: It’s the first thing people look at when they view your profile.
- #88: So be descriptive. (i.e. “helping sales teams grow their business through social selling”)
- #89: 3. Include your summary and experience
- #90: Tell your story!
- #91: 4. Personalize your LinkedIn web address.
- #92: Create a url that closely matches your name (e.g. www.linkedin.com/in/kokasexton)
- #93: 5. Get recommendations.
- #94: Have people focus on your specific skill sets.
- #95: Make meaningful comments when recommending others.
- #96: Think quality, not quantity.
- #97: 6. Share updates… and share often! People that share 2-5 times a day see an increase in profile views and engagement.
- #98: Don’t be too self-promotional.
- #99: Offer value & insight.
- #100: 7. Share Files & Presentations.
- #101: Become a resource for great material.
- #102: 8. Customize your website links.
- #103: Add relevant links.
- #104: 9. Add rich media files like blog posts,Slideshare and video.
- #107: Alert your networks.
- #108: 10. Join LinkedIn Groups.
- #109: Meet & Engage.
- #110: Demonstrate your expertise.