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4 [REFERENCES] newsroom.fb.com/company-info 4

5 [REFERENCES] https://about.twitter.com/company 5

6 [REFERENCES] https://press.linkedin.com/about-linkedin 6

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22 [LECTURER NOTES] As we think about the business goals of your campaigns, it s well worth considering how social media can deliver against many of the Marketing Objectives we ve long been trying to address. 1- If we begin at the top of the funnel, within the digital marketing toolkit, there have been limited tools available to drive business and brand awareness in a cost effective way. Due to the huge reach and volume of people using social media, social channels have become extremely valuable to generate demand at the upper end of this funnel. 2. As we move down this funnel, driving consideration is also really effective using social media, through the sophisticated targeting and the ability to get your message in front of your target market at a frequency which can be optimized. 3. The transaction part of this funnel has been the area where typically PPC has dominated within the digital marketing sphere. We now have strong Direct Response functionality driving real results for digital direct response marketers on Facebook & Twitter especially, with more functionality being introduced all the time. 4. On the loyalty part of this funnel, social channels are proving to be a very valuable tool to retain customers, build relationships, incentivize repeat purchase, provide exclusive access, and provide high quality customer support. 22

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27 [LECTURER NOTES] With the social media marketing process it is crucial to think of the process holistically. It s important to consider what channels will be the most fitting for your business and your customers. Then consider the steps for implementation. 27

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29 [REFERENCES] 29

30 [REFERENCES] Pew Research Center [LECTURER NOTES] 30

31 [LECTURER NOTES] If you do not already have a Facebook account, you can set one up by following these steps: https://www.facebook.com/help/

32 [LECTURER NOTES] It s important to note the difference between your personal profile on Facebook and your Business Page on Facebook. They are separate entities, although you administer your business page using your personal profile. 32

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35 [LECTURER NOTES] Best practice for choosing your Vanity URL: define and decide your page name, as once it is set, it cannot be changed; include core keywords that will bolster your company s product/ service offering. 35

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41 [REFERENCES] https://www.facebook.com/help/

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47 [LECTURER NOTES] Information is power with the Posts Insights tab, you can see clearly how each post is performing in relation to each other do your images perform best, or just plain status updates? How many people are you regularly reaching? Which one got the most views? Facebook will give you in-depth and real-time feedback about the performance of your Posts. You can see if you received negative feedback, as well as how many people viewed, clicked through your posts etc. 47

48 [LECTURER NOTES] Having the right fans is important but it s also important to ensure you are reaching the correct people and that the correct people are engaging: People Reached and People Engaged Tabs. Check-ins are also important to build visibility and tie in with word of mouth. 48

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50 [LECTURER NOTES] Social Plugins: Like button: Lets people share pages and content from your site back to their Facebook profile with one click, so all their friends can read them. Send button: Lets people privately send content on your site to their friends. Share button: Allows people to share to Facebook, share with particular friends or with a group. Alternatively, they can share in a private message. Embedded Posts: Embedded Posts are a simple way to put public posts into the content of your website or web page. Embedded Video Player: With the Embedded Video Player you can easily add Facebook Videos to your website. You can use any public video post by a page or a person as video source. Page Plugin: With the Page Plugin, you can embed components of your Facebook Page right onto your website. Comments Plugin: The Comments Plugin lets people comment on content on your site using their Facebook account. Follow Button: The Follow button lets people subscribe to the public updates of others on Facebook. [REFERENCES] https://developers.facebook.com/docs/plugins 50

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53 [LECTURER NOTES] You need to make sure your posts are varied, like a real conversation. So rather than always posting deals/ offers to get people to buy, you should have posts which entertain, educate or engage, as well as posts which drive revenue. This idea is sometimes referred to as Jab Jab Hook i.e. the jabs are posts which drive engagement & interaction. The hook posts are those which actually drive revenue. It s important to include those posts, while still ensuring there s enough variety to keep the page posts interesting.

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56 [LECTURER NOTES] Here are some examples of how your posts can drive your actual business results, so for example, when you need to drive online sales, ensure you include a link to your web store. If you wish to drive in-store traffic, you can provide an incentive or good reason for them to come to your store. If you want to drive lead generation for a Business 2 Business model, you can post about an upcoming webinar which people can register for, which will be a source of leads. And of course, if you ve built new app technology, you can post to suggest people install your app. Facebook however demotes "promotional" posts this is important to remember as it will impact visibility.

57 [LECTURER NOTES] Facebook Offers are coupons that businesses, brands and organizations use to promote themselves on Facebook. They use Facebook Offers to share discounts with their customers by posting offers on their Facebook Page. When someone claims an offer, they'll receive an that they can show at the Page's physical location to get the discount. How to create offers on Facebook: https://www.facebook.com/help/ /

58 [LECTURER NOTES] Creating an offer is done through the Status Update field of your Page click on Offer, instead of Update/Photo. Give your offer a Tag line Title you are limited to 25 characters here. Describe your offer in 90 characters or less, include a Call To Action. Include an online redemption link, if your offer is for an online purchase. Facebook will the offer directly to users who claim the offer. In- Store offers are redeemed by printing out the offer , or showing it from their phone. Be sure to include your terms and conditions, including your offer end date, in your offer. Offers are free to claim unlike Groupon etc., where you must pay for the offer in advance of claiming the product or service. Make your offer compelling and of value to your customers.

59 [LECTURER NOTES] Facebook Events is a native Facebook mechanism that allows brands to share an offline event for audiences to engage with. For optimal results, brands are able to target specific audience segments. How to create events on Facebook: https://www.facebook.com/help/

60 [LECTURER NOTES] Social media is an important tool in the digital marketing mix for B2B marketers. The exact same principles apply, but they need to be made more relevant to the business decision makers you are trying to influence. 60

61 [LECTURER NOTES] More information on Page Badges: https://www.facebook.com/badges/ 61

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63 [LECTURER NOTES] The most common issue businesses encounter is running Like & Share or Like & Tag competitions, which are in breach of the guidelines. How to run a contest on Facebook: https://www.facebook.com/help/ ?sr=1&query=contes t&sid=0flgywxr2stk803xl Promotion Guidelines: https://www.facebook.com/page_guidelines.php#promotionsguidelines With competitions, the goal is not to give away a prize, there should be more important goals like building an marketing data base, building brand awareness etc. 63

64 [LECTURER NOTES] Using a Third Party Application for hosting your Competition or Contest is recommended by Facebook. The app should allow entrants to securely enter the competition, host their details (including their responses to your competition question), and enable you to administer the competition fairly. The most well-known and recommended Competitions app is called My Contests (available at apps.facebook.com/my-contests). 64

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67 [REFERENCES] https://www.facebook.com/search/users/all 67

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72 [LECTURER NOTES] Twitter Glossary: https://support.twitter.com/articles/ thetwitter-glossary If you do not already have a Twitter account, you can set one up here: For a step-by-step guide, see here: https://support.twitter.com/articles/ signing-up-with-twitter 72

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76 [LECTURER NOTES] https://about.twitter.com/resources/buttons 76

77 [LECTURER NOTES] https://about.twitter.com/resources/buttons 77

78 [LECTURER NOTES] https://support.twitter.com/articles/ about-twitter-s-link-servicehttp-t-co 78

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80 [LECTURER NOTES] Other users will need to make a request to follow you, and you will need to approve all requests Your tweets will only be visible to approved followers Other users will be unable to Retweet you Your tweets will not appear in any Google searches, and will only appear in Twitter searches conducted b you send will not be seen, unless you send them to your approved followers. For example, i Anything you tweeted while your account was public will now become private, and will only be viewable o You will only be able to share permanent links to your tweets with your approved followers [REFERENCES] https://support.twitter.com/articles/14016-about-public-and-protected-tweets

81 [LECTURER NOTES] To customize your profile, go to your profile on Twitter and then click on Edit Profile. You can then edit your account s header photo, profile photo, name, bio (max 160 characters), location, websit [REFERENCES] https://support.twitter.com/articles/ customizing-your-profile

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85 [REFERENCES] https://support.twitter.com/articles/76460-using-twitter-lists 85

86 [REFERENCES] https://twitter.com/twittermusic: Music related Tweets from around the world. [LECTURER NOTES] To create a list: 1) Go to your Lists page. This can be done via the profile icon drop down menu in the top right navigation bar or by going to your profile page and clicking on Lists. 2) Click Create list. 3) Enter the name of your list, a short description of the list, and select if you want the list to be private (only accessible to you) or public (anyone can subscribe to the list). 4) Click Save list. Using Twitter Lists: https://support.twitter.com/articles/76460-usingtwitter-lists 86

87 [REFERENCES] twitter.com/search-advanced 87

88 [LECTURER NOTES] Adding a location to your tweets: https://support.twitter.com/groups/52-notifications/topics/211- tweeting/articles/78525-faqs-about-adding-location-to-your-tweets Adding photos, videos and links to tweets: https://media.twitter.com/best-practice/how-to-add-photos-videos-andlinks Videos on Twitter: https://about.twitter.com/videos-on-twitter 88

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90 [REFERENCES] Digital Media Tree LinkedIn

91 [REFERENCES] https://press.linkedin.com/about-linkedin 91

92 [LECTURER NOTES] If you do not already have a LinkedIn account, you can set one up here: https://www.linkedin.com/reg/join Create your profile and list your experience. Then add connections by clicking on the Connections tab. For guidance, see: https://help.linkedin.com/app/answers/detail/a_id/15493/bid/3/pid/2 92

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96 [LECTURER NOTES] You can add images, presentations and video to your Summary section 96

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98 [LECTURER NOTES] https://help.linkedin.com/app/answers/detail/a_id/87/kw/customize+ur L 98

99 [LECTURER NOTES] https://help.linkedin.com/app/answers/detail/a_id/1959/kw/introduction 99

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101 [LECTURER NOTES] https://help.linkedin.com/app/answers/detail/a_id/90/ft/eng 101

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103 [LECTURER NOTES] LinkedIn Groups provide a place for professionals in the same industry or with similar interests to participate in discussions, network and establish themselves as industry experts. Getting Started: https://help.linkedin.com/app/answers/detail/a_id/1164/kw/group 103

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106 [REFERENCES] https://developer.linkedin.com/plugins 106

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108 [LECTURER NOTES] Adding a company page: https://help.linkedin.com/app/answers/detail/a_id/

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115 [LECTURER NOTES] Video available at: https://help.linkedin.com/app/answers/detail/a_id/26034/~/targetedupdates-overview 115

116 [CUSTOMIZATION] AIB (Allied Irish Banks) is an Irish commercial bank. 116

117 [REFERENCES] 117

118 [REFERENCES] 118

119 [REFERENCES] https://business.linkedin.com/marketing-solutions/companypages/showcase-pages 119

120 [REFERENCES] https://business.linkedin.com/marketing-solutions/companypages/showcase-pages 120

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123 Definition 123

124 [LECTURER NOTES] If you have a Gmail account, you already have a Google+ account. If not, you can sign up here: https://accounts.google.com/signup Getting Started: 124

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128 [REFERENCES] 128

129 [REFERENCES] https://plus.google.com/hangouts/onair 129

130 [LECTURER NOTES] Create a business page: https://plus.google.com/pages/create 130

131 [LECTURER NOTES] Add a Google+ social plugin to your website: https://developers.google.com/+/web/+1button/ 131

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133 [LECTURER NOTES] https://support.google.com/analytics/answer/ ?hl=en 133

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135 [REFERENCES] https://www.youtube.com/watch?v=pdfj_vkd5r4 135

136 [REFERENCES] https://plus.google.com/u/0/+btuk/posts 136

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138 Definition 138

139 [REFERENCES] https://www.youtube.com/yt/press/e n-gb/statistics.html 139

140 [LECTURER NOTES] If you have a Google account, you already have a YouTube account. If not, you can set one up using the steps here: https://support.google.com/youtube/answer/161805?hl=en You can then access features including Like, Subscribe, Watch Later and Watch History. You can also upload videos using the Upload button. 140

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148 [LECTURER NOTES] For more on blogging, see Module 2, Search Engine Optimization 148

149 [LECTURER NOTES] Recommendations are now that blogs should be anywhere from words but it will be dependent on topic and audience. Longer posts tend to get a better ranking if they optimize for search. Stats here: https://blog.bufferapp.com/the-ideal-length-of-everythingonline-according-to-science 149

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154 [REFERENCES] All in One SEO Pack: https://wordpress.org/plugins/all-in-one-seo-pack/ Yoast SEO Plugin: https://yoast.com/wordpress/plugins/ Disqus: https://disqus.com/ Akismet: 154

155 [LECTURER NOTES] Tumblr is a microblogging platform and social networking website that allows you to post text, photos, quotes, links, music, and videos from your browser, phone, desktop and . Sign up to tumblr: https://www.tumblr.com/ 155

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157 [LECTURER NOTES] If you have any feedback on these slides, please 157

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