Social media training Dec 2018

Social Media Training
11-13 Dec 2018
Sky News Arabia
Course by Projacs Academy
Conducted by Thaer Ismail
www.ProjacsaAcademy.com 1

Course Prerequisites
• Having access to Twitter, LinkedIn, Facebook,
Instagram, Google, YouTube, Snapchat and
Pinterest accounts.
• Preliminary Knowledge about social media
management tools like Hootsuite, sprout,
Socialbakers and others

Course Objective
After attending Social Media Course you will be
able to:
• Understand the principles of using Social Media to
engage with your targeted audience
• Knowledge on the key Social Media Networks and tools
• Effectively create compelling content to increase your
online presence
• Monitor the success of your Social Media strategy
• Generate ideas for social media strategies that work on
each platform

Agenda
• Introduction
• Planning
• Twitter
• Instagram
• Facebook
• YouTube
• LinkedIn
• Google+ for Brands
• Other social media & Messaging platform
• Reporting & Monitoring
• Strategy

Course Instructor
Thaer Ismail - @ThaerI
B.Sc in Information Technology, 14th years of experience in
Government, Telecom, IT and Media industries.
Digital Marketing, Social Media & Web Analytics.
Certification
Facebook® Blueprint, Twitter® Flight School
Google Partner®, ITIL®, CompTIA Project+, PMP 5th
Thaer.Ismail@gmail.com
https://www.facebook.com/thaeri
https://twitter.com/thaeri
https://www.linkedin.com/in/thaerismail

Certifications Highlight

Attendees Pre Q&A
• What social media do you use? And Why?
• How many posts are you publishing?
• What type of posts you use?
• Are you using it for Personal or Business?
• How you monitor these account?

Introduction
• Why use Social Media?
• Principles of social media, fake news challenge
• Dark Social and Social SEO
• When to use, why to use Mobile vs Desktop
social media site.

Introduction – Why SM

Brand building
• Increase brand awareness
• Humanize your brand
• Establish your brand as a thought leader
• Stay top of mind

Social Media for Growth
• Increase website traffic
• Generate leads
• Boost sales
• Partner with influencers

Content creation and distribution
• Promote content
• Go viral
• Source content

Social media for communication
• Reputation management
• Crisis communication
• Audience engagement
• Customer support

Social media for Advertising
• Targeted advertising
• Retargeting

Introduction - Principles of SM
• Get Focused
• Create Goals for your Content
• Solve Problems
• Talk like a Human & be Authentic
• Include Calls to Action & Gain traffic
• Show What Works
• Have some Fun
• Publish Everywhere
• Create Multi-Media
• Use Ads

Introduction – Fake News

• Understand its mission and purpose
• Understand the whole story
• See if they are real and credible
• Ensure they support the claims
• See if the story is relevant and up to
date
• Determine if it is meant to be satire
• See if they are affecting your
judgement
• Get confirmation from independent
people with knowledge

Introduction – Dark Social
Dark social is a term used by marketers and
(SEO) specialists to describe website referrals
that are difficult to track, it usually comes from
Email, SMSs and IMs

Introduction – Social SEO
• Sharable Content
• Visible Content
• Related Links and Creatives

Introduction - Mobile vs Desktop
• Portability
• Data vs. WiFi
• Keyboarding
• Auto-Correct
• Multitasking
• Scheduling

Planning
• The major social media sites and What to use
for Organization?
• How Social Media aligns with your business
plan
• Establishing your online identity
• Defining your Social Media objectives

Planning - Social Media Sites
Your job is to find the networks that align with your brand’s image
and goals.

Planning – Business Goals
Social Media Goals
• Brand awareness
• Community engagement
• Content distribution
• Market penetration
Benefits for Business Goals
• Get Detailed Customer Insights
• Improve Brand Loyalty
• Enhance SLA
• Right Social Media Platforms
• Content Creation
• Tracking Your ROI

Planning – Online Identity
• Develop A Strong Brand Identity
• Online Presence
• Social Networking
• Online Reviews
• Building A Good Reputation
• Consistency
• Expansion and Growth

Planning – Exercise
Defining your Social Media objectives
• Followers count
• Reach of your social media posts
• Mentions, shares, and RTs
• Traffic from social media
• Bounce rate of social media traffic
• Conversions of leads from social media
• Revenue from ads
• Likes, shares, and comments per post
• For Twitter chats: Number of participants and tweets per
participant
• Response time

Twitter
• Understanding Twitter and hashtags
• Tools to make Twitter easier
• Finding people with influence
• Adding a Twitter widget on your site/blog
• Customizing your Twitter header image &
background
• Introduction to Ads on Twitter
• Live Streaming and Periscope

Twitter
• The SMS of the Internet
• Founded in 2006
• From 140 to 280 in 2017
• 82% watch videos nowadays and gain more
Engagement
• 90% of twitter videos views are on mobile
• 85% believed promoted tweets mean profit to
the company and new business happening
• 335 Million Monthly Active Users

Twitter
• The shorter the better
• Not more than two hashtags
• Pics, Video and Gifs increased interactions
• Twitter activities increase before & After
working hours and during lunch breaks
• Best day to publish is Wednesday coschedule
• Twitter chat to engage the active follower

Twitter
Images Characteristics
• Profile Photo: 400 x 400 (Displays 200 x 200)
• Header Photo: 1,500 x 500
• In-Stream Photo: Minimum 440 x 220 (2:1 Ratio)
• Image types include: JPG, GIF or PNG.
Video Characteristics:
• 140 Sec = 2 Min 20 Sec
• Minimum resolution: 32 x 32
• Maximum resolution: 1920 x 1200 (and 1200 x 1900)
• Aspect ratios: 1:2.39 - 2.39:1 range (inclusive)
• Maximum frame rate: 40 fps
• Maximum bitrate: 25 Mbps
• MP4 and MOV for Mobile, MP4 H264 with AAC audio for Web

Instagram
• Founded in 2010 for Pics only
• Enhanced for 15 sec Video in 2013
• Upgraded for 60 sec Video in 2016
• UGC performs better
• Best days to publish are working days
• Least days in engagement are weekends
• Caution after weekends !!!!
• 1 Billion Monthly Active Users

Instagram
• 60% of users are youth ages 12-29
• Posts with faces gain 38% more engagement
• IGTV
• Stories
• Hyperlapse (stop-motion time-lapse )
• Layout
• Boomerag (GIF like)

Instagram
Take away sprout social
• Aggressive engagement and interaction
• Publish high quality content
• Maintain brand identity
• Target the right people

Instagram
• Profile Picture: 110 x 110
• Photo Thumbnails: 161 x 161
• Photo Size: 1080 x 1080 Aspect ratio is 1:1
• Instagram Stories: 1080 x 1920 Aspect ratio is 9:16
Video Characteristics:
• Preferred Format: MP4 (H.264 Codec & AAC audio)
• Frame Rate: 30fps or below
• Maximum Dimensions: 1080px Wide
• Playback Length: Maximum of 60 seconds
• Most 60 second videos are around 30MB

Facebook
• Founded in 2004
Transform our social life into the web
• Newsfeed introduced 2006
• Instant Article 2015
• VR
• 360 images & Video
• Watch Party
• Facebook Watch
• Algorithms changing
• 2.23 Million Monthly Active Users

Facebook
• Short text get better interaction
• Multiple images is better than single image
• Best days to publish are weekends, Thursday
and Sunday
• Least days in engagement are working days
• Funny content go viral on Friday as per
Happiness Index

Facebook
• Women spends more time on Facebook than
Men
• Majority of users are 18-38 coschedule
• 50+ ages are coming more to facebook

Facebook
• Profile Picture: 180 x 180
• Business Page Profile Picture: 180 x 180
• Cover Photo: 820 x 312
• Shared Image: 1,200 x 630
• Shared Link: 1,200 x 628
• Highlighted Image: 1,200 x 717
• Event Image: 1920 x 1080
Shared Video Characteristics:
• 1280 x 720 for Landscape and Portrait.
• Minimum width is 600 pixels
• Max file size is 4GB.
• Recommended video formats are .MP4 and .MOV.
• Video length max is 120 minutes.
• Video max frames 30fps.

Facebook
360 Video Characteristics:
• Maximum dimensions is 4096 x 2048.
• Minimum width is 600 pixels
• 360 aspect ratio is 2:1.
• Max file size is 1.75GB.
• Recommended video formats are .MP4.
• Video length must be less than 40 minutes.
• Video max frames 60fps.

YouTube
• YouTube Basics
• Optimizing Videos on YouTube
• Playlists and Community
• Introduction Google Ads for Video
• Vlogging on YouTube
• Live Streaming

YouTube
• Founded 2005 owned by Alphapet
• Live streaming introduced in 2010
• Video based platform
• YouTube Premium
• YouTube TV
• YouTube Community
• Google AdSense
• 1.9 Billion Monthly Active Users

YouTube
Video Player (Standard YouTube Video)
• Recommended dimensions: 426 x 240 (240p), 640 x 360
(360p), 854 x 480 (480p), 1280 x 720 (720p), 1920 x 1080
(1080p), 2560 x 1440 (1440p) and 3840 x 2160 (2160p).
• Minimum dimension is 426 x 240.
• Max dimension is 3840 x 2160.
• Aspect ratio is 16:9
• Max file size is 128GB or 12 hours, whichever is less.
• Accepted video formats include: .MOV, .MPEG4, MP4, .AVI,
.WMV, .MPEGPS, .FLV, 3GPP, and WebM.
• Video length max is 12 hours.

LinkedIn
• Enhancing your profile and Company Page
• Growing your network
• Collecting endorsements and
recommendations
• Using groups to demonstrate expertise
• What you can do on LinkedIn as a company

LinkedIn
• Founded in 2003
• Linkedin acquired Slideshare in 2012
• Linkedin acquired Pulse in 2013
• Linkedin acquired Lynda.com in 2015
• Microsoft acquisition in 2016
• 303 Million Monthly Active Users

Google+ for Brands
• Branding Page
• Hangouts
• What Google+ mean for SEO
• Google+ is dead
for consumers Oct 2018
• 111 million active users (2015)

Other social media & Messaging
platforms
• Pinterest
• Snapchat
• Telegram
• WhatsApp
• FB Messenger

Pinterest
• Native Video
• Cinematic Pins
• Promoted Video
• Promoted App Pins
• Shop The Look
• Pinterest Email
• Article Pins
• Lens
• Pinterest Ad Groups
• 250 Million Monthly Active users

Snapchat
Snapchat for Business
• Snap Ads
• Sponsored Geo-filters
• Snapchat Discover
• Behind the scenes
• Demo Your Product
• Partner With Influencers
• Promote Events

Telegram
Features
• Private Roles
• Automation
• Video Capacity
• Secure
• Groups of up to 100,000 members
• Your media in the cloud

WhatsApp
WhatsApp Business
• Business Profile
• Free to use
• Labels
• Automated Messages
• Statistics
• 1.5 Billion Monthly Active users

FB Messenger
1.3 Billion Monthly Active users

Reporting & Monitoring
• RSS, dashboards and social bookmarking
• Alerts and Analytics
• Monitoring mentions and sentiment
• Measuring success
• URL shorter, Bitly, Google Analytics, Facebook
Pixel reporting features

• RSS (Automation and expansion)
• Dashboards (Reporting and Analytics)
• Social bookmarking (Promoting Content)

• Alerts
• Monitoring mentions and sentiment
• URL shorter (Bitly .. Custom URLs)
• Google Analytics
• Facebook Pixel
• Tools (Socialbakers, Hootsuite, CrowdTangle)

Strategy
Overcoming objections to Social Media
• Keep in mind Organization and Business Goals
• Maintain Brand Identity
• Do Frequent Reporting
• Do amendments as required
• Try Agile Methodology and short meetings 

Strategy – Attribution Module

Strategy – Attribution Module
• Last Interaction
• Last Non-Direct Click
• Last Google Ads Click
• First Interaction
• Linear
• Time Decay
• Position Based

Strategy – Five Ws
• Who
• What
• When
• Where
• Why
Targeted Audience
Main Idea of Story
Story timing
Story Location
Reason behind the Story

Strategy – Five Ws

Strategy – Publishing Strategy
• Pick a Tool
• Develop a Posting Strategy
• Source and Schedule Content
• Content Goals (Video Views, Reach, Traffic ..
etc)
• Polish Your Grid
• Predict Your Performance using AI Tools
• Don't Forget Storification!

Strategy – Content Sources
• Media Agencies Resources
• Official/Unofficial Holidays and Popular Events
• Trending Topics
• Reporters
• Capture Inspiration from Tools and
competitive analysis

2019 Trends
• Visual-first content (80% will be video)
• The rise of “Live”
• Ephemeral Content ”Storification” (Stories, Snaps)
• Social data - Trust and transparency (Cambridge
Analytica 87 million profile & General Data Protection
Regulation GDPR)
• Enhanced customer experience
• AI-driven customer service (chatbots, WhatsApp Rises)
• Rise of social TV and vertical videos (IGTV, IG Rises)
• Changing organic reach (Algorithms changing)
• Influencers Marketing (Micro 1K-100K Rises)

2019 Trends

Take aways

Conclusion
Q & A
Thank you

Social media training Dec 2018

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