This set of slides focus on a short 2 hour seminar I give on social media marketing in mid-2012. This seminar can be hands on and offered to businesses to upgrade their marketing skills. DCTC offers a course that helps marketers upgrade their hands-on social media marketing skills called: social media marketing tools. This course is offered once a year in the classroom and once a year fully online. Contact admissions@dctc.edu for more information. DCTC is member of the Minnesota State Colleges and Universities Systems (MnSCU) and an equal opportunity educator and employer (EOE) DCTC (Dakota County Technical College) is located in Rosemount, MN with its business extension campus in Apple Valley, Minnesota. Many students come from the Twin Cities and Western Wisconsin to take courses at DCTC. However, with all of the marketing and sales program courses offered online, students also come from around the nation and other countries. Financial Aid and scholarship may be available to those who qualify.

1. Presented by Carie Statz, DCTC Marketing
and Sales Instructor

2.  Who am I?
 Carie Statz, DCTC Marketing and Sales
Instructor
 Background: (Over 20 years in MKTG)
 Entrepreneur
 Rentals, house flipping
 Non-profit
 UW-Milwaukee
 Community Action Program
 DCTC
 For profit
 Disney
 Oscar Mayer
 TCF Bank Wisconsin
 First Banking Center

3.  Objectives of this presentation
 Primary categories of social media
 Objectives for social media
 Myths of social media
 Basic Components of a Social Media Marketing
Plan
 Some hints for SEO
 General Discussion of Platforms
 Creation of QR codes And Social Media
Advertising
 Adwords, Linked-In and Twitter
 A simpler way to maintain your social media
accounts

4.  Social Media Marketing General Goals/Objectives
 Social Entertainment
 Enabling Play
 Branded Entertainment
 Social Publishing
 Blogging
 Sharing Brand Content
 Advertising/PR
 Social Commerce
 Buying and selling
 Servicing
 Managing
 Convert to transactions
 Social Community
 Build brand and relationships with customers
 Promote a presence
 Marketing research

5.  Which social media platforms or related services
do you use for your business?
 RSS feed (google) AND Feedburner
 Blog with Blogger, WordPress (.com or .org), other
 Google+ and/or Facebook for business
 Pinterest for business
 Twitter for business
 Instagram app for business
 Linked-In professional or company page
 Hootsuite or Seemic Ping – (previously Ping.fm)
 Presence on YouTube (second biggest search platforms
on the web)
 Flickr
 Delicious (bookmarking)
 Slideshare
 Mobile Apps

6.  Seven Myths of Social Media Marketing
1. Myth 1 - Social Media is Just a Fad
2. Myth 2 – Social Media is Just for the Young
3. Myth 3 – Social Media has no ROI
4. Myth 4 – Social Media Marketing isn’t right for
my business
5. Myth 5 – Social Media Marketing is New
6. Myth 6 – Social Media Marketing is Too Time-
Consuming
7. Myth 7 – Social Media is free

7.  What is Social Networking?
 Allows you to create a personal, professional or
business profile to platforms for networking
purposes:
 Information about you or your business
 Invite people to join your network
 Join groups
 Blast messages
 Post events
 Connect with other people
 ….among other things

8. A Social Media Marketing Plan
 Has basically the same components:
 Determine SWOT
 State objectives
 Determine target audience
 Select the social media platforms that make sense for
your organization, product/service
 Create strategies to meet your objectives
 Create an action plan that assigns who is responsible
for the individual strategies
 Manage and Measure (evaluate) the results

9.  Possible Objectives for Social Media Plans
 Increase brand awareness
 Improve brand or product reputation
 Increase website traffic
 Amplify or augment public relations work
 Improve perceived customer service quality
 Generate sales leads
 Reduce customer acquisition and support costs
 Increase sales/sales revenue
 Improve search engine rankings (SEO/SEM)

10.  Geo-location promotions
 Sales promotions including coupons
and special offers delivered via go-
locations services Foursquare
 Foursquare is a free app
 helps you and your friends make the most of where
you are
 share and save the places you visit
 Platform gives users personalized recommendations
and deals based on where the person is, and where the
person’s friends, and people with your tastes have
been

11.  GeoLocation Apps
 Businesses should post a link to their Foursquare
page on their website and Facebook page
 Post signage in the store telling patrons to find
them on the location-tagged sites
 Encourage to have people opt-in to geo-location
 Businesses often start customer loyalty programs
around the gaming and social networking aspects
of location tagging apps.

14.  Features of Facebook-Overview
 News Feed – view list of posts others in your network
added
 The Wall – view recent posts
 Postings of your information to your networks
 Applications – add-ons from sharing apps, to RSS feed
imports, and games, etc.
 Groups – connect with others with similar interests
 People Search
 Marketplace – sell things and post jobs (like Craig’s
lists)
 Messages and requests – leave a message and send
requests to be friends
 Pages and Advertising for your business page

15.  Creating a Business Facebook Page
 It is important that you have a professional
presence on Facebook
 Create a professional profile for yourself if you are key
representative of your company AND create a business
profile page (how-to video 7 min).

18.  What is Micro-Blogging?
 Twitter is an example
 Combination of blogging and social networking
where you post short, frequent entries

19.  Creating a Twitter Account (Listen, Engage,
Tweet)
 You should have a Professional Twitter Account
 Start a presence for your company or for your
professional life
 Creating a Twitter Account Video
 Twitter Customization Possibilities
 Using Colourlovers.com patterns and colors. You can
also upload an image if you wish like your company
logo.
Follow Me on
Twitter:
@CStatz1 OR
@dctcmarketing

20.  Twitter Hashtags
 Definition: The # symbol, called a hashtag, is used to
mark keywords or topics in a Tweet.
 Hashtags: Helping you find interesting Tweets
 People use the hashtag symbol # before relevant keywords
in their Tweet to categorize those Tweets to show more
easily in Twitter Searches
 Clicking on a hashtagged word in any message shows you all
other Tweets in that category
 Hashtags can occur anywhere in the Tweet
 Example: In the Tweet below, @twitter added the hashtag
before the phrase "thankyousteve". The word is now a link
to search results for all Tweets containing "#thankyousteve"
in the message.
More Twitter General Symbols Video

21.  TweetDeck.com
 A downloadable app that can help you organize
your twitter account and help you feed tweets to
you that you have direct interest in
 Tweet; post to Twitter account
 “Listen” to your interests you categorize
 City?
 Industry?
 Topic, etc.?

23.  Advertising
on Twitter with interest feature
for segmentation

24.  Google+
 Google+ Business Pages
 http://www.google.com/+/business/
 Video on Google+ for Business

25.  Google+
 Setting Up a Google Account
 Then, like Facebook, invite others to connect
with you and seek out key people and companies
to network with
 Use setting to organize the account as you wish
 Use the tools in Google+ to navigate and bring in
multimedia
 Then you can post and read other posts

26.  Advertising on Google

27.  Linked-In Professional Networking
 You can create a Professional Personal Linked-In
Account
 Creating a Company or Business Linked-In account* (6
min)
 STARTING ADVERTISING WITH LINKED-IN
 Ten Ways to Use Linked-In
 Increase your visibility.
 Improve your connectability.
 Improve your Google PageRank.
 Enhance your search engine results.
 Increase the relevancy of your job search.
 Gauge the health of a company.
 Gauge the health of an industry.
 Ask for advice.

29.  Social Commerce – Ratings and Reviews –
websites which reviews can be posted about
people, businesses, products, or services.
 Ratings – simply scores quality, satisfaction with
purchase, popularity, etc.
 Reviews - assessments with detailed comments about
the object in question
 Consumer opinions are very powerful
 Examples of ratings and review sites
 Angie's List video *
 ConsumerSearch
 Qype
 Epinions
 Yelp, Inc.
 Customer Lobby
 ConsumerAffairs.com

30.  Media Communities
 Social sites where you save, share, and comment
on multimedia items.

31.  Flickr
 You can show your business, product, service,
customers who agree in writing to be in your
marketing materials, etc.
 Flickr is not just for personal use
 You may want to create a business-related flickr
account for your company
 One of the most popular site on the Internet for
sharing images
 A basic account with a few collections of pictures is free
 You can pay for more services advancements for small
annual fee.
 Each picture can have key tags and descriptions which
can help with optimization.
 Pictures can be viewed by everyone (public) or private

32.  Flickr Uploadr
 Download the tool called Flickr Uploadr if you
want easy uploading access directly from your
desktop
 Simply drag the picture you want to load to the
“Uploadr”
 Creating Flickr Badges
 You can create a badge or widget on flickr to
place on your website or blog in order to show
images from your flickr acct
 Go to the “Tools” area under flickr and click on
“build a badge”.

33.  Instagram – fast way to share your photos
with friends and family. It’s an app!
 Snap a picture, choose a filter to transform its
look and feel, then post to Instagram. Share to
Facebook, Twitter, and Tumblr too.
 It's photo sharing, reinvented.
 Owned now by Facebook

34.  Pinterest for Business. Some Suggestions:
 Grow your boards and pins
 Ask fans to take pictures of your products and pin
it and mention your company
 Add Keywords in your Pins for SEO
 Link back to your own site with Pins
 Pin Photos and Videos *
 Add a Pinterest “Follow” and/or “Pin It” Button
 Pinterest has several choices available on their goodies
page.

35.  Are you wondering how your business could
use Pinterest?
 Pinterest
 Use for visually bookmarking, organizing and
sharing things you love has made it a hit among
individuals and businesses alike.

38.  Video Sharing
 YouTube.com is one of the most popular video
sharing sites
 You can:
 Search videos
 Watch videos
 Create account to upload your videos or create a
“Channel” of your videos and videos you flag as your
favorites to your playlist

39.  Your
Public Page in Youtube is called your
Channel
 Customizing Your Channel Settings
 Descriptions
 Colors
 Videos or playlist to display
 NOTE: You can save videos you create as public
or private. (Ex: I have created video that
promotes the marketing program which is public
and course descriptions which are private and
the link is only given to that particular course’s
students.)

41.  Embedding Videos and Galleries
 Each video on YouTube has an embed code that
you could copy (if allowed to share it) into your
website or blog posts
 You can also create a short link to share on
various social media sites. Just click on the
“Share” button under the image and copy and
paste where needed.
 If you want to embed a gallery of videos, you
create a playlist on your channel and use your
playlist embed code from that specific playlist to
copy and paste into a website or blog, etc.

42.  Document Sharing Social Media Platforms:
 Scribd – Defined as the “YOUTUBE FOR DOCUMENTS”
 You can view word documents, pdf files, etc. of
information posted by others
 Content from static webpages, Articles, White Papers,
Book excerpts, presentations
 Slideshare
 Slideshare presentation on Slideshare
 Place your ppts, etc. for others to view

43.  Widgets and badges can:
 Download information from other social media
sources
 Pull information from your profile from specific
online communities.
 Provide a link on your blog or website to your
profile, page or other online information.
 Integrate social media accounts into other social
media accounts, websites or blogs.
 Typically allow you to customize settings,
preferences, appearance, and dimensions of your
widget

44.  Go Mobile:
 Use a service like: Wirenode
 QRCode (abbreviated from Quick Response
Code) -trademark for a type of matrix
barcode (or two-dimensional code)
 Several QR generators. Example:
http://qrcode.kaywa.com/
 Note: To read a QR code, your mobile device like
a smartphone must have an app to assist you.
Mobilize DCTC blog using wirenode.com

46. Make Your Social Media Easy to Handle Using Social
Media Management Tools
 Seemic Ping – (previously Ping.fm)
 Post to Twitter, Facebook, Linkedin, Tumblr (with more to come)
 Post to multiple Twitter Accounts and Facebook Pages
 Schedule your posts
 Select Thumbnails for attached links
 Post from iPhone, iPad and Android
 Create and post Groups of accounts
 and so much more with even more to come!
 HootSuite - The leading social media dashboard to manage and measure
your social networks
 Manage multiple social profiles (several)
 Schedule messages and tweets
 Track brand mentions
 Analyze social media traffic
 Millions of Users

47. Allowing you
to manage
your social
media from
one platform

48. Keywords are used in Search Engine
Optimization
Make a list of 20 tags:
• Not too generic of terms
• Name of your business
• Use these keywords in your
content often as possible
Hint: Keywords, tags, and
key terms can mean the
same thing!

49.  How search engines work
 Use web crawlers (also known as spiders or bots)
 Web programs that gather information from sites and
forms the search engine entries
 After the bots collects the info, they classify it in
indexed data that include tags and keywords derived
from site content

50. Let’s Talk Key Words!
 What Are keywords? Why Are Keywords
Important?
 Keywords are simply the words you use as part
of your web page content. Key words are the
important words in your web page copy.
 Keywords are important because that is what
allows your customers to find your web page
when they search the Internet, bringing targeted
traffic to your web pages.

51.  Onsite Optimization
 Tags
 Keywords embedded in the page’s tags, titles, URLs
and content
 Meta tag: Code embedded in a web page – visible to
site visitors but only by viewing the source code for
the page. Use 2-3 keywords. Meta description should
have 2-3 sentences that summarize the page content
 Title tag – html tag that defines the page’s title, no
more than 12 words with at least two key words
 Heading tag – html tag should use key words
 Title – headline. Load it with key words
 Url – web address. Try to use key words

52.  Offsite optimization
 Links from other sites – the more links to your
content, the higher the ranking you will probably
receive during a search engine query
 Linkwheels increase the number of links back to a site
 **Backlink or Trackback – other sites link back to the
content

53.  Selecting Your Presence in Your Social Media
 Setting your profiles
 What entity will represent your business?
 Will you use representatives of your company in
social media?
 Will you use your company name?
 Will you use your product name?
Note: In some social media platforms, business
names cannot be used as account holders

54.  Gather Information on Your Social Media
Profiles
 Name of entity (business or non-profit or product)
 Tag line/slogan
 Short description
 Long description
 Website URL
 Year of Founding
 Mission Statement
 Product list
 Gender and birth date (may be required to register
with some social media platforms)

55.  Gather Information on Your Social Media
Profiles
 Information on Representative
 Bio
 Gender
 Birth date
 Education
 Activities
 Retraining/Retooling
 Photo

56.  Prepare Your Multimedia Items
 Images
 Video clips
 Audio clips
 Documents and Presentations
 Tags/keywords and descriptions
 Optimizing File Names
 Rename multimedia files with descriptive names
before you upload them to media communities
using your best tags/keywords

57.  RSS Reader
 Subscribe to an RSS feed, also called aggregator
 To subscribe, go to the blog, CMS, or other that you
want to receive information from then find how the
website sets up their feeds, which can be done
differently
 The Feed
 A blog is an RSS feed
 Content Management Systems (CMS) like Drupal and
Joomla! also use RSS Feeds
 Google Reader is one of the most popular web-
based feed reader:
 http://www.google.com/reader

58.  RSS Feeds
 Blogs and Content Management Systems (CMS)
platforms have built-in functionality for displaying
RSS feeds.
 If you are using a traditional website, you can use a
service provided from companies like Google to
generate code to place on your website to create an
RSS feed
 Generate the code; copy the code, and place in your
website
 Creating a blog is probably the
easiest way to create an RSS Feed.

59.  Keep your content fresh
 Gather existing content to use
 Print articles
 E-zines
 Newsletters
 Press releases
 Media coverage
 Upcoming events
 Podcasting
 Video clips
 Gather a list of external links
 Make a list of people in your industry who may be
willing to contribute to your feed
 Make a list of topics to create content on

60.  Options for Starting Your Blog
 Start a Free Blog using WordPress.COM
(Wordpress.ORG is not free), Blogger or Typepad
 Starting a blog on your website
 Using Wordpress.ORG to Power Your Website like
Best Buy, the New York Times, People, etc. have
done

61. This is one
WordPress theme:
Header
Navigation Menu
Main Body
Sidebars
Footer
Sidebar Widgets
Copyright 2012

62.  Static Pages
 To make your blog look more like a website, you
use STATIC PAGES.
 They do not contain blog entries, like a website
page
 Static Pages can link to the navigation menu
For the DCTC,
AMA Collegiate
Club blog, this
area is static
and always
appears on the
main landing
page.

63.  Steps to Installing WordPress.com
 WordPress Start Up Video! (7 min)
 1. Go to WordPress.com
 2. Click on “Get Started”
 3. Put in a blog address. If you want
to upgrade, you can or take the
free one given to you.
Put in a username and password.
Provide an email address and
choose the free option unless you
want to pay to upgrade.

64.  Get Familiar With Your Dashboard!
 Video on Dashboard
 http://www.youtube.com/watch?v=cWV1aCl6POk

65.  Videos on WordPress to Begin Your Blog Site
 We are not going to watch these; but if you want these to
reference, I captured them for you below:
 Selecting a WordPress Theme Video
 Choosing WordPress Themes Video
 Creating WordPress Page Video
 Inserting an Image into WordPress Video
 Creating Custom Widgets Video
 Introduction to WordPress Plugins Video
 Custom Menus video
 Inserting an Image in WordPress video
 Creating an Optimized Blog Post video
 Embedding YouTube Videos video

66.  Let’s Brainstorm…Next Ask Yourselves
 How could I incorporate social media marketing
into my advertising and promotional plans?

67.  Let’s Brainstorm…First Think About
 Team up in groups of three or four people
 Do you organized strategies to promote your business?
 Do you have marketing goals and established
objectives to grow your business?
 What are the general goals?
 Do you have written specific measurable objectives?
 Do you have strategies that say how your objectives will
be met?
 Do you have someone dedicated to do advertising,
promotions, and sales on staff dedicated to retaining
and growing your business?
 How much time a week is spent thinking about how
to promote to build business?

68.  Let’s Brainstorm…Continue to Think About
 In your same teams
 What advertising and promotions do you current have
for your business?
 Do you offer sales promotions? If so, what are your
typical promotions?
 Do you maintain a database for your customers?
 Do you know who your top 20% of your customers are?
 How do you market to these individuals?
 How do you keep these customers loyal?
 Do you do events at your business? (ie: open houses)
 If so, how do you promote this?

69. QUESTIONS?
DCTC offers a certificate and AAS degree in Social Media
Marketing:
•Online courses
•Day courses
•Some Evening courses
www.dctc.edu or 877-YES-DCTC
DCTC is an equal opportunity educator and employer