5 Step Social Media Campaign: Facebook etc Laurel Papworth

Name: 5 Step Social Media Campaign: Facebook etc Laurel Papworth
Rating: 4.5 (55 reviews)

STEP BY STEP: Facebook, Twitter & Blog/Website Also Monitoring, Engagement & Measurement of a Social Media Campaign

Created byLaurel Papworth

Last updated 6/2017

English

What you'll learn

Understand the 5 Steps to Create a Social Media Campaign with Facebook, Twitter and Blogs
Bring Facebook, Twitter, Instagram, Blogs and YouTube and More into A Cohesive Campaign.
Create a Social Media Monitoring Panel to Bring Searches, Newspapers, Blogs, Facebook and Twitter into One Panel
Creating a Brand Voice through Blogs and Other Content Social Platforms
Create A Social Media Website With All the Facebook And Twitter And YouTube Integrations, A Blog and A Business News/Press Room
Understand Facebook Optimisation (FBO) and Increase Engagement on Facebook By Understanding The Right Target Audience
Develop Key Influencer Relationships and Discussions on Twitter Through Tools Such As Lists
Understand How to Source and Implement Hashtags for Promotions on Twitter (and Facebook, Instagram etc)
Develop and Implement Advertising on Facebook and Twitter
Create a Measurement and Analytics Strategy using Facebook and Twitter and Instagram analytics as well as 3rd Party Tools
Understand What and How To Measure Social Media.

Course content

7 sections • 40 lectures • 4h 7m total length

Introduction1:24
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, Blogs1:08

Social Media Monitoring of Traditional News Media Websites9:10
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...
Monitoring Facebook, Twitter and other Social Media Platform News5:39
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.
Monitoring Government News Impacting Your Community Promotions5:20
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) ?
Add Facebook, LinkedIn and Twitter Apps to the Dashboard4:52
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!
2017 How to Get a Facebook RSS Feed to Social Media Monitoring Dashboard4:24
Find the Facebook Business Page RSS feed and use it in your RSS Reader or Social Media Dashboard (2017 version).
SUSPENDED: Adding Facebook Page RSS Feeds From Competitors4:50
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)

UPDATE 2017 please see this lecture for the workaround https://www.udemy.com/social-media-campaign/learn/v4/t/lecture/6419042
Advanced: Add RSS Button to Chrome for Social Media Monitoring2:14
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.
Advanced: Add RSS Button to Safari for Social Media Monitoring1:59
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.
Social Media Monitoring

Blogs: Creating a Blog, Changing the Theme and Understanding the Dashboard11:26
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!
Changing a Website to Include More Social Media11:44
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?

Facebook: Newsfeed, social graph, and FBO for greater engagement9:36
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.
Facebook Page: Creating a Page Correctly For More Likes and Engagement14:27
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!
Understanding the Facebook Page: Menus, Options and So on3:20
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.
Facebook Page Cover Photo: The Power of Images and Description in Cover Photos3:16
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! :)
[Advanced] Facebook Page Cover Photo: Using CANVA4:03
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!
Facebook Target Audience - Targetted Communications on Facebook4:54
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)
How Many Facebook Pages Do You Need? Not A Silly Question!5:28
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?
Case Studies: Facebook Page Milestone Timeline for Social Media Marketing4:10
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. :)
Facebook Engagement: Creating Conversation Diary/Social Media Content Calendar7:22
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.
Facebook Case Study: 4 Different Types of Status Update for Different Engagement5:25
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?
Facebook Advertising & Marketing: Paid Promotions and Marketing Intelligence14:10
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?
Facebook Quiz

Twitter: Introduction and Fundamental Features4:58
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!
Twitter Lists: How to Find and Manage Groups of People on Twitter.8:18
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.

Discussion: What lists have you created? Place them up in the Discussion area (Mine are under RESOURCES on the right hand side!)
TIP: Google howto search for lists - site:twitter.com inurl:lists <insert search term> to search for lists....
Twitter: Find and Use the Right Hashtags on Twitter for Engagement and Followers12:44
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!

Discussion: What do you think the biggest challenges are for YOU using hashtags? let me know on the right hand side under Discussion...
Twitter: Hashtags and Hootsuite for Monitoring and Using Hashtags5:51
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!
Twitter Quiz

Social Media Measurement: Subscribers, Engagement, Reach, Velocity, Sentiment11:23
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?
Measuring Likes and Followers and Subscribers on Facebook, Twitter, Instagram4:09
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?
What is Engagement and How to Measure Engagement on Facebook & Twitter6:38
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 ;)
Reach - Can Actual Exposure and Reach be Measured on Facebook and Twitter?5:56
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.

Discussion: How is using the campaign tools in the other lectures helping you increase your reach?
Promotions: Call to Action and Signup/Download/Buy Analytics in Social Media8:49
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?
Reputation Measurement with Klout Scores on Social Media & Twitter Facebook etc6:40
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?
Social Media Sentiment: They Hate you or They Love You Measurement & Analytics4:23
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

Discussion: Is "all Press good Press" or would a negative sentiment hurt your brand and purchasing decisions?
Speed and Velocity in Social Media - Facebook Virality and Twitter Trends9:32
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?
Marketing Intel and Social Media Measurement: Analytics and Psychographics6:13
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"

Discussion: Who are your target market and are they the main people connecting to you on Twitter and Facebook?
Measuring ROI (Return on Investment) and the Ecosystem of Apps, widgets, mashups10:29
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

Discussion: Cost of Inaction - is there a cost to NOT doing social media? Let me know in the Discussions area on the right hand side!

For Lenny - weekly social media report for TV show3:00
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?
RESOURCES: Documents Workbooks Updated Nov 20158:00
Please click RESOURCES to download workbook.
EXTRA COURSES: & Hiring Laurel Papworth0:51
Social media courses on Facebook, social media strategy, Twitter, social media campaigns, automate, monitoring dashboards and so on.

Requirements

A Computer with A Browser e.g. Chrome is Required
Some Experience in Business, Marketing or Education is Assumed
If You Are Or Have Undertaken This As a Classroom Course at the University of Sydney or Elsewhere, Please Use the Discussion Area for Questions.

Description

This is a Corporate course for Business, Government and Not for Profits: Perhaps you've got a Facebook Page and a Twitter account and want to build more Likes/Followers or get more Engagement? Or your social media is going great guns but your website sits there unloved and not integrated? You aren't sure what to post on Facebook and Twitter and when - plus measuring seems pretty difficult, with either too much analytics (Facebook Insights) or not enough (Twitter, Instagram etc)? You'd like to know more about monitoring panels and 3rd party tools but where to start? Building a blog and writing on it seems time consuming and tricky?

*** On April 1st This course will be closed to NEW students. I will of course continue to support current and past students. No new students will be accepted after April 1st****

This course takes you through step by step

setting up monitoring panels (check the community groups),
building a brand voice and content strategy (what to say),
create discussion lists and hashtags and engagement strategies for Facebook Optimization (FBO) and Twitter Timelines.
You will create a blog or business social media newsroom, change the theme, header, write articles and include videos on it.

Then integrate the whole lot (Facebook, Twitter, YouTube, Blog) into a Call To Action campaign complete with measuring tools.

This is a great little course to get started on social media in a meaningful way or as a way to upskill from a basic Facebook Page or Twitter that needs more subscribers, engagement and reach.

I've been running Facebook Pages and other social media platforms for reality shows like Big Brother and Idol and Masterchef over many many years. This is what works and doesn't work for us.

UNI: Please note, I've been teaching a version of this course at the University of Sydney for the last 10 years - if you are a past student, THIS course is the online version with uptodate tools, videos and tips. Also updated workbooks are available in Section One so check back to see newer versions!

Who this course is for:

You Have a Facebook Page But Want To Do More
You Would Like to Be Able to Ask Questions in A Discussion Area and Have Them Answered By an Experienced Online Community & Social Media Strategist
You Have Various Social Media Accounts But Need to Make Them Work Together
You Are Rejoining The Workforce After Some Time Away and Want To Reskill In Social Media Marketing and Public Relations
You Have a Good Understanding of Social Media Platforms e.g. Facebook and Twitter and Want to Upskill further.
You are a Student at University of College Looking for Examples, Technical Walkthroughs and Business/Government Case Studies

5 Step Social Media Campaign: Facebook etc Laurel Papworth

What you'll learn

Explore related topics

Course content

Brief Intro Then On To Section 2!2 lectures • 3min

Step 1: Social Media Monitoring Dashboard8 lectures • 38min

Step 2: Blogs and Integrating Facebook & Twitter Spokes into Your Website Hub2 lectures • 23min

Step 3: Engagement on Facebook11 lectures • 1hr 16min

Step 4: Twitter For Engagement and Promotion4 lectures • 32min

Step 5: Social Media Measurement Analytics and setting Facebook & Twitter KPIs10 lectures • 1hr 14min

Before you go...3 lectures • 12min

Requirements

Description

Who this course is for: