Essentials of Social Media Marketing

Essentials of Social Media Marketing Chapter 1 – Introduction to Social Media Marketing Chapter 2 – Developing Your Personal Brand Chapter 3 – Social Media Marketing Strategy Chapter 4 – Marketing with Facebook Chapter 5 – Marketing with Instagram Chapter 6 – Marketing with Twitter Chapter 7 – Marketing with Snapchat Chapter 8 – Marketing with Pinterest Chapter 9 – Marketing with LinkedIn Chapter 10 – Marketing with YouTube Chapter 11 – Blogs, Vlogs, Podcasts and Webinars Chapter 12 – Social Media Marketing Campaigns Chapter 13 – Influencer Marketing with Social Media Chapter 14 – Employee Advocacy Chapter 15 – Social Media Policies and Crisis Response Plan Chapter 16 – Social Media Advertising Chapter 17 – Social Selling Chapter 18 – Social Media Analytics & Proving ROI

About the Author Adjunct faculty member at Bryant University (Digital Marketing) Senior Marketing Manager for a Fortune 500 company Social Media Experience: Fortune 500 executives, Fortune 500 companies, small to medium businesses. Large corporate campaigns & events: Paris Marathon, Solar Decathlon. Previous: Content Marketing Manager, Online Education Program Manager Graduated magna cum laude from Bryant University with a degree in Marketing, and received a Master of Business Administration degree from Texas A&M University.

Why I chose to write the book Being an active consumer of social media does not make you a social media expert! Students today are not equipped with the skills needed to run social media for a real business. Many textbooks teach general theories of social media marketing. What was missing: Real life applications

Book Resources Sample Syllabus Chapter Lecture Slides: Student & Instructor Versions Chapter Quizzes Professor Lesson Plans Projects Templates & Resources

The chapters feature: Images Infographics Embedded YouTube videos Statistics & research findings Real business examples Success stories

Chapter 1 – Introduction to Social Media Marketing How social media has evolved over time. The different types of social media platforms. How social media has disrupted traditional marketing. The advantages and disadvantages of social media. The most commonly used social media metrics. Why social media marketing is important. The benefits of social media marketing. Paid, Owned and Earned media in the context of social media. The social media skills gap and careers in social media marketing.

Chapter 2: Developing your Personal Brand Students will define his or her personal brand Conduct an audit of his or her personal brand online. Develop his or her personal brand online using LinkedIn and Twitter. Best practices and how to become an active participant on LinkedIn and Twitter The do’s and don’ts of social media etiquette.

Chapter 3: Social Media Marketing Strategy The components of a social media marketing strategy: Identifying a target market and creating personas Conducting a social media audit Establishing goals, objectives and metrics Determining resources, roles and responsibilities Establishing a tone of voice Creating and optimizing social media networks Creating a content and distribution strategy Creating a social media content calendar and scheduling posts Analyzing, tracking and tuning

Chapters 4-10: Facebook, Instagram, Twitter, Snapchat, Pinterest, LinkedIn & YouTube The business value of using each social media platform for marketing How to create and optimize business profiles on each platform The components a post on each platform How the algorithms work on each platform Implement a social media content strategy on each platform. Real business examples with images for each. Utilize analytics for reporting

Chapter 11: Blogs, Vlogs, Podcasts and Webinars What blogs, vlogs, podcasts and webinars are The steps needed to get started with blogging How to write, format and optimize blog posts The benefits of and how to market with blogs, vlogs, podcasts and webinars

Chapter 12 – Social Media Marketing Campaigns The campaign concept The importance of integrated marketing communications What a social media marketing campaign is What steps to take before, during and after How organizations have succeeded with social media marketing campaigns

Chapter 13: Influencer Marketing with Social Media Identify and define the types influencers. What a social media influencer is, and the power of influencer marketing. What makes a good influencer. The benefits of influencer marketing with social media. Create a social media influencer marketing strategy. Contiki influencer marketing best practice

Chapter 14: Employee Advocacy What employee advocacy is The business benefits and drivers of employee advocacy. The employee benefits and drivers of being a brand advocate. How to create an employee advocacy program. How to succeed with employee advocacy. How leading brands are using employee advocacy

Chapter 15: Social Media Policies and Crisis Response Plans What a social media policy is and why its important. The benefits of a social media policy. What a social media policy should include. Examples of company social media policies The components and strategies of a crisis response plan. How to identify and respond when a crisis occurs.

Chapter 16: Social Media Advertising What social media advertising is The benefits of social media advertising How to create a social media advertising strategy for a real business The targeting options, ad objectives, types of ads, how bidding works, and how to measure ads on each of the social media platforms Best practices for social media advertising

Chapter 17: Social Selling What social selling is and how the industry has shifted to social selling over the past decade. The benefits of social selling How to implement a social selling strategy within an organization. Social selling tools Social selling case study

Chapter 18: Social Media Analytics & Measuring ROI Only 15% of CMOs have been able to quantify the impact of social media What social media return on investment (ROI) is and why it’s important How to measure the ROI of social media How to measure the total investment of social media. Tools and resources to measure social ROI How to use Google Analytics to measure ROI

Questions?