A brief introduction to the Course
5 Steps of A Social Media Campaign:
- Monitor and eavesdrop BEFORE creating any content or Promotional campaign
- Develop Brand Voice and understand the Target Audience BEFORE getting into Discussions
- Collect #hashtags and Twitter Lists and Brand Ambassador Discussions BEFORE getting into Promotions
- Create Promotions, distribute content on #hashtag communities of interest or through @KeyInfluencers +KeyInfluencers to create a greater amplification effect
- Measure, measure, measure. Set KPIs (Key Performance Indicators) around subscribers, engagement, reach, velocity, sentiment, ROI, COI, COA, apps, everything. If you can't measure it, don't include it in your campaign!
The 5 Steps of a Social Media Campaign with Facebook, Twitter, Monitoring, Blogs
Monitor before Posting! Too many companies run into trouble by not understanding the mood of the community, the relevant hashtags and the key influencers. We SETUP a social media monitoring panel and then add in TRADITIONAL media monitoring, focussing on social media news, articles and discussions.
- Setup from scratch the social media panel
- Edit Tabs/Folders
- Understand RSS, widgets and apps
- Add social media newsfeeds from Huffington Post, The Guardian, The New York Times etc
- Evaluate Netvibes and other panels.
If you have a question, please ask me in Discussion area. Happy to help you find hidden RSS feeds or in some cases "force" an RSS feed where there isn't one...
Twitter, Facebook, LinkedIn, Google and others are always changing the rules on us. How we can run a competition, what advertising is permissible and so on. Monitoring all these companies on one page means no nasty surprises and only a few minutes a day.
- Learn how to read the original source story on changes and challenges and opportunities on social media platforms
- Pull in Facebook, Twitter, LinkedIn, Google Plus, Klout, Pinterest, Snapchat, Vine and so on into one Page for monitoring news about changes to those platforms
- Learn how to Share and Forward from their blogs and social media press rooms directly into email, Yammer, Facebook, Twitter and so on.
In this lecture we look for and add Government newsfeeds to our monitoring panel. This is a great way to find official news and then quickly share it to your channels (Facebook, Twitter etc)
- Find the Whitehouse RSS feed and add it to the panel
- Find other government (e.g. Australian Federal Government feeds)
- Learn how to Share the articles directly from the monitoring panel into Social Media sites
- FFF - Find Filter and Forward!
Do you have a great RSS feed from Gov or an NGO or official agency you can share in Discussion (on the right hand side) ?
As well as monitoring News sites, Government, top bloggers, competitors and so on, you can add a Facebook, Twitter and other widgets/Apps to easily update from within the social media panel.
- What is an Application Programming Interface (API)
- How to Add Facebook App the Dashboard
- Adding LinkedIn and Twitter Apps
Which App do you like? Don't forget to change your location in the Weather App!
FACEBOOK HAS CURRENTLY SUSPENDED RSS FEEDS (JULY 2015) It's a little tricky to find out how to pull in Facebook Pages of pages you DON'T Admin into your monitoring panel... but it can be done!
- Find the secret RSS feed formula
- Add the Facebook Pages of Competitors etc to your social media dashboard.
Discussion: Were you able to do this? if not, please post in Discussion on the right hand side and I'll have a look and make sure it's set up correctly. Also, let me know if you want to know how to create and add OPML (mass RSS feeds)
It's possible to add an extension to the browser that shows up ALL RSS feeds (articles, comments, topic headings etc). This is how to add one to CHROME.
It's possible to add an extension to the browser that shows up ALL RSS feeds (articles, comments, topic headings etc). This is how to add one to SAFARI.
Let's create a campaign website (blog or social media press room) and quickly put up the main pages and articles.
- Create a blog (1:05 mark) - walkthrough
- Look around the dashboard (/wp-admin)
- Understanding the "normal" website vs a social media website
- Learn about the features of your new site: articles/posts, pages, sidebar, navigation menus,
- Change the theme and layout (activate Twenty Eleven theme)
- Add a contact Page with a Google Map embed (follow along the lecture)
- Create an post or article (08:20 mark) and embed a YouTube video (and why you should use YouTube!)
TIP keep the Dashboard (/wp-admin) in ONE tab/window and the Website in ANOTHER tab/window (just refresh to see changes). Don't forget to Pause the video or Replay it if you miss any of the instructions!
Quick and easy, and it's also free - now you are blogging!
Follow along with the lecture and learn how to change your website/blog to have more social media included.
- Change the Header image (remember you can use Canva dot com for exact size)
- Change the Sidebar and add social media buttons
- Adding widgets/apps to the sidebar and footer - text, Facebook Like box,
- Content sidebar vs Distribution sidebar
- Enabling Sharing buttons to gain more readers.
- CASE STUDY: see a social media press room in action including YouTube and Instagram integration with Facebook and email widgets.
TIP keep the Dashboard (/wp-admin) in ONE tab/window and the Website in ANOTHER tab/window (just refresh to see changes)
DISCUSSION: what would you have in your header image?
Before we create our Facebook Page for Business in the next lecture, we need to understand Facebook's newsfeed algorithm sometimes called "FBO" and how it can stop the majority (over 90%) of the "Likes" on your Page seeing your status updates. Once we understand THAT, the rest of the lectures show you how to work around FBO to get more Likes, engagement and call to actions.
- Understand FBO (Facebook Optimisation) and Edgerank
- See how the "Social Graph" (your network) impacts what you see
- Understand how customers are treated as target audiences by Facebook and what that means for your Page
Any questions? Please ask me in Discussion Area.
Creating a Facebook Business Page takes seconds but there are things you should consider from before you even go live!
- Create a Page from scratch (you can have many Pages, even test pages!)
- Facebook targetting and what it means for Engagement on your Page
- What decisions to make about the Social Graph, tribes and keyword interests that impact engagement
Discussion: how did that work for you? Do you already have a Page but are wondering if you've done it right? Let me know!
With a New Page, it's a good idea to see what's "under the hood" so to speak. We go through the different options and setup on the Page.
- Understanding the Facebook Business Page
- Liking your own Page
- Menus and layout of a Facebook Business Page
DISCUSSION Let me know if you want more lectures on Facebook menus/dashboard, but these first 10 or so lectures are to get you up and running with a properly set up Page for your Campaign.
Case studies of what works and doesn't work with Cover photos.
- Cover photos have a lot of FBO "love"
- Most Companies forget to add a Description and Call to Action that shows up in the newsfeed of their customers
- Rotating images weekly or monthly will help a lot with engagement.
Discussion: how often do YOU change your cover photo? What sort of images do you use? Do you repeat the photos? Not sure... ask in Discussion on the Right Hand Side! :)
Can't afford a graphic designer and Photoshop is too expensive anyway? Use canva.com (free or $1) to create a bunch of cover photos that even your kids will like!
- Create a cover photo with the right size dimensions
- Duplicate and create many versions
- Download them as JPGs
- Rotate, edit images, save for another day
Discussion: are you creative? Do you have another tool? PS I would create them in Canva even if you want to give them as an example to a REAL designer!
CASE STUDIES: let's analyse some Facebook Business Pages. Can you tell if Facebook knows who the Page is for? Let's see the penalty/reward in the Engagement vs Likes area!
- Analyse some Pages - is it clear who the Page is for? Will the Page confuse Facebook.
- Evaluate 3x Business Page Status Updates - who will Facebook give each one to?
- What makes Facebook REMOVE your content from your customers newsfeed even though they "liked" the Page?
- Understand why a Facebook Page cannot be all things to all people.
Discussion: If you have a Page and enough Likes on it, and enough updates and want us to review it, please link to your Facebook Page in the Discussion area. You can ask more questions there too! (right hand side)
If Facebook targets content from Pages to specific Tribes/Market Segments, how many target segments does YOUR organisation/business/Course/Event have?
- how many pages do you need?
- An example of a brand with 3 pages - customer service/techie, jobs/employment and marketing/coupons/Competitions.
- Facebook Inc (the company) has over 80 market segment Facebook Business Pages themselves!
Discussion: Do you know your customer tribes?
Learn how to tell the history of your industry, your brand or your location through a milestone timeline
- Look at case studies of companies using historical timelines to tell the company history back to 1800's
- Look at case studies of organisations telling stories back in time for the area or the industry (not just company)
- Learn how to build out your timeline and why you would want to...
Discussion: Do you know of a Page with a cool timeline? Share it in the discussion area. :)
Posting certain types of social media updates up at certain times of the day, days of the week and times of the year (not just Christmas!) will get you more likes, shares, and general engagement.
- Conversation Diary and hashtags for popular events and vox pop moments (see Twitter area for more on Hashtags).
- Example: Throwback Thursday #TBT in more depth on Facebook.
- Basics of obtaining more engagement through rituals and rites of passage.
- Learning the Days of the week, music/tv/film/ current events, rituals and rites of Passage on Facebook.
Discussion: not all "special events" are relevant to all groups. Sometimes certain events happen like a disaster, a celebrity event or political news that gets your "community" going. Got any examples? I love new examples! :) Please let me know in the Discussion area.
We look at examples of Pages that have the four different types of updates and the difference in engagement that brings
- Statement and push broadcast updates - impact and lack of interaction.
- Question and social search for replies
- Discussion and tagging other pages, plus hashtags again
- Distribution and measuring URL shorteners
DISCUSSION: Do you have a conversation diary and are you putting in the different types of updates?
Exploring the Facebook Ads area
- Understanding Facebook's evaluation of an M.A.U (monthly active user),
- Using the Ad platform for marketing intelligence about your customer (how many live in major cities, are 24 yr old and like Lady Gag and volleyball whilst pregnant!?) Using Facebook as a Focus Group.
- How to Create an Ad on Facebook - different types of Ads
- Understanding Payment, images and text desktop vs sidebar vs mobile ads
Discussion: Even if you don't Buy attention on Facebook how can you use the Ad platform to Earn attention? if you did buy ads, how did they work out for you? Good, bad, waste of money, like winning the lottery?
Let's get started on the Basics of Twitter and Understand how it is different from Facebook.
- Search Bar - how to search and find people and topics
- Navigation Bar - timelines, notifications/mentions, direct messages (DMs)
- Following vs Followers, Trending Topics
- How I manage 55,000 followers (Hint: I don't read ALL their tweets!)
Discussion: How many of you are tempted to skip Twitter and stick with Facebook? C'mon and tell me in the Discussion area!
How do you find your target audience on Twitter. What about managing a LOT of people on there? The bad news on Verified Accounts.
- Barack Obama, and Verified accounts,
- How to manage Millions of twitter followers and tweets.
- Finding High net worth individuals, education, journalists, vendors, competitors (private) etc. Choosing the right filters.
- Remember to use Search and Timelines to FIND lists.
- We cover Hashtags in the next lecture.
TIP: Google howto search for lists - site:twitter.com inurl:lists <insert search term> to search for lists....
This is an introduction to hashtags Do you use your own made-up hashtags? or do you use popular ones? How to find the popular ones? how do you measure them?
- Measuring hashtags keyword into search,
- Communicating in threaded hashtag conversation around an Event and also a community of interest.
- how to reach 100,000 people every 4 minutes.
- Check Resources for link to 15 ways to use hashtags with a lot more information - you can skip most of the lecture and just read that if you prefer!
In this lecture: We talk about hootsuite then (at the 2min 15s mark) create a new hashtag stream (and at 4min15) some advanced techniques and a fun addition: (at 5min15) add the Klout score!
Discussion: what Twitter monitoring dashboard do you prefer? Netvibes, Hootsuite, or another? Any questions on choosing one or setting one up, let me know in Discussions!
What do you need to measure in Social Media?
- Measurement theory - what to measure?
- Subscribers vs Engagement vs Reach analytics.
- Call To Action (click, download, buy, signup)
- Reputation/Sentiment Velocity/Time
- and ecosystem/apps.
Discussion: What is important to YOUR campaign?
Starting fairly basically, how do you measure "circulation" - the number of people that connect with you. And how does that compare with "Reach". Get the basics numbers down!
Discussion: how important is "circulation" to your organisation?
Examining the analytics of actual Facebook and Twitter accounts, we can see Engagement as a factor of Likes (circulation or subscribers) vs Reach (actual receivers or readers).
- Facebook Analytics and the various options for exploring Engagement
- Twitter Analytics and Engagement
Discussion: Let me know how Engagement looks as a % of Likes in Discussion area ;)
There are two types of reach - actual and possible.
- If everyone was actually online when I receive 9 retweets a day, I would reach several million people.
- But of course, many of those friends of friends are not online so actual reach is only about 300,000 a month.
- Tools for measuring both actual and possible reach.
Measure a call to action of "download this" or "buy this" or "click here" or "play this video" or "please read my blog"
- Tools that can be used to track links
- Hootsuite/Owly integration demonstration
- Bitly tip for measurement of Facebooked and Tweeted links.
Discussion: What would you like to measure on social media?
Klout is a scoring system that gives everyone a reputation score whether they are using Klout or not (it's being used in job interviews and with social CRMS)
- Investigate Klout dashboard and scoring
- Integrate Klout into campaigns
- Measurement of Reputation online
Discussion: Do you think this quantification of a person's life is helpful?
We look at a range of sentiment/favourability tools that measure social media emotions online:
- 3 or 4 tools - which one do you prefer?
- Brand Ambassadors and "passion" measurement
- Integrating sentiment into Social CRMs
Velocity is a unique to social media measurement (Traditional media has a short head and long tail, but social media has a J curve of velocity).
- Learn how to measure velocity and viral-ness
- Impact of Boosting tweets and Facebook Ads
- Measuring speed of a #hashtag
Discussion: measuring over time shows peaks and flows. Did you follow the lecture along and were you surprised by any of the timings on YOUR Facebook Page and Twitter account?
Let's look at the type of customer/follower you have on Twitter - what are they like? What about Facebook?
- Evaluate gender, age, location etc of followers on Twitter
- Keywords and interests
- Facebook Insights and Analytics around "People"
Understanding the ROI and Ecosystem
- apps, blog posts, video mashups
- ROI Return on Investment, CoA Cost of Acquisition of the customers, Brand ROI, Support Savings,
- Collaborative Consumption and peer to peer economies
a Question in discussion was what would a weekly report look like. Some companies want a lot of numbers and graphs, some want the highlights. Few read more than 2-3 pages ... ;) This is a weekly social media report to a TV station about a well known reality TV show from a few years ago. The numbers etc would be very different today but it gives you a flavour I think?
The 5 Easy Steps To Measure Your Social Media Campaigns. help you track your success on channels like Twitter, Facebook, from this blog. Kudos to
5 Ways to Measure Social Media | ClickZ
Some of the information you can use to measure social media popularity Measuring social media can be a challenge because the Twitter; Facebook; Print;
Tutorials on social media | Socialbrite
a tool that allows you to manage multiple social media accounts on Twitter, Facebook campaign, and how to measure, blog with social media for social
5 Tools That Help Measure Your Social Media Influence ...
Free social media tools for easy ways to keep track of your social media influence and to measure your social media marketing results.
4 Ways to Measure Social Media and Its Impact on Your ...
4 Ways to Measure Social Media and Facebook, Twitter, email, etc.). Measure how many third across the various social media sites (Blog, YouTube, Facebook and
Social media marketing - Wikipedia, the free encyclopedia
By the end of his campaign, Obama had 5 million social media asset for social media marketers. Blogs social media such as Facebook, Twitter,
Social media - Wikipedia, the free encyclopedia
Social media are computer the role of social media, such as Twitter and Facebook, Many LGBTQ civil rights groups are active on social media, such as Human
5 Quick and Easy Steps to Measure Online Marketing - The ...
Facebook; Twitter; Pinterest; Strategy; 5 Quick and Easy Steps to Measure Online Marketing. The 30 Most Brilliant Social Media Campaigns of 2014 (So
10 Social Media Campaigns that Rock! Learn How to do the Same!
What are the best recent social media campaigns Twitter, Facebook & Blogs of Success For A Social Media Marketing Campaign | Social Media & Consulting Blog
Social Media | Axonn Media Ltd
How to measure success of every hour online is spent on social media. on Instagram are 58 times higher than Facebook and 120 times higher than Twitter.