Practical Exercises
Professional Diploma in Digital Marketing Social Media Marketing 2
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Social Media Marketing 2
Practical Exercises
A series of practical exercises is provided below:
Module Social Media Marketing 2
Learning Item Creating your social media strategy
Exercise 1 Using your own business or referring to the previous
fictional business:
You are a 4* boutique hotel located in Wexford Town,
Ireland and your main target market is couples (30-45 age)
and small weddings (70 guests). Wedding packages are a
new venture for the business. Most clients come from
Dublin, Ireland and this is the main location of the target
customers.
Create your strategy under these headings:
• What social media platforms will you use to reach
your customers?
• What tone and style of conversation should you
adopt?
• Who will speak on behalf of the organization?
• What is the key demographic for your product?
• What are the key regions for your product?
• How you will respond to negative feedback or
comments?
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Module Social Media Marketing 2
Learning Item Using Social Mention to analyze sentiment
Exercise 2 Go to socialmention.com
Search for a business name. It can be your own or
someone else’s
Note the sentiment score (positive to negative
ratio)
Note the passion score (likelihood of people
mentioning the brand)
Note the reach (measure of the range of influence)
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Module Social Media Marketing 2
Learning Item Using Klout to measure your influence
Exercise 3 Go to klout.com
Connect at least 2 social media accounts e.g.
Twitter and Facebook page
Note your Klout score (it may take time for this to
generate as Klout gathers data)
Are you influential – how high is your score out of
100?
Plan how you will increase your influence? E.g.
share more, connect with influencers and engage
more with them etc.
Add the Klout browser plugin so you canyou’re
your Twitter follower’s Klout score on the Twitter
home page
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Module Social Media Marketing 2
Learning Item Setting up a Free Hootsuite account and creating streams
Exercise 4 Go to Hoostuite.com
Set up a Free account
Connect your Twitter account (Add a Social
Network)
Add the following Twitter streams:
o Home
o Mentions
o Retweets
o Search (add a hashtag)
o Add a list
Using Hootsuite, create a tweet and schedule it to
go out an hour later
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Module Social Media Marketing 2
Learning Item Setting Up Free Buffer Account and setting your schedule
Exercise 5 Go to bufferapp.com
Set up a free account
Add the browser extension (better to use Chrome
but there are extensions for Mozilla also)
Connect your Twitter account and go to
“Schedule”
Using data from Followerwonk.com (see exercises
for SMM 1), create a schedule for your Twitter
activity
Find a relevant blog or article online
Using the browser extension, create a post
sharing the article on social media and add it to your
schedule
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Module Social Media Marketing 2
Learning Item Creating a content schedule
Exercise 6 Using your own business or referring to the previous
fictional business:
You are a 4* boutique hotel located in Wexford Town,
Ireland and your main target market is couples (30-45 age)
and small weddings (70 guests). Wedding packages are a
new venture for the business. Most clients come from
Dublin, Ireland, and this is the main location of the target
customers.
Create a content schedule for your Facebook page
for the next 7 days. Consider the type of posts that
would be interesting and engaging to your potential
and existing customers.
There must be a split of 70% own content, 20%
shared content and 10% or less selling.
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Module Social Media Marketing 2
Learning Item Setting goals and KPIs
Exercise 7 Taking your own business into account (or the fictional
business) set your goals and KPIs.
Set 2 goals and 2 KPIs for each social media channel you
are using:
Facebook
Twitter
Google+
Pinterest
LinkedIn
Instagram
YouTube
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Module Social Media Marketing 2
Learning Item Setting targets
Exercise 8 Now that you have set your goals it is important to set
some targets e.g. Facebook engagement – post clicks to
average 10% during key events and promotions to increase
to 25%.
Set goals and KPIs for each social media channel you are
using:
Facebook
Twitter
Google+
Pinterest
LinkedIn
Instagram
YouTube
Copyright © 2015 Digital Marketing Institute 9
Module Social Media Marketing 2
Learning Item Using Audience Insights to identify your audience attributes
and interests
Exercise 9 Log into your Facebook page
Go to “settings” and make sure your language
preference is set to English (US)
Go to:
https://www.facebook.com/ads/audience_insights/
Click “create new audience” and select “everyone
on Facebook”
Create an audience based on your business’s (or a
fictional business’s) target market
What does the data tell you about people in your
location?
o Gender split
o Age profile
o Relationship status
o Jobs titles
o What pages do they like
o What activity do they complete e.g. page likes,
comments, post likes, shares, ads clicked etc.
Take note of this as you will require it when creating a
Facebook ad in the next exercises. This data will allow you
to better target your market based on their specific
attributes.
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Module Social Media Marketing 2
Learning Item Setting up a Facebook ad using Facebook ads management
section
Exercise 10 Click “Create ads” within Facebook
Taking the audience data from the previous practical
exercise into account, create an ad that promotes page
likes (promote your page)
Choose your page
Choose custom audience based on data from
existing customer attributes and audience insights
data from previous exercise
Ensure your targeting is not too specific or broad
(see barometer to the right of the page)
Choose budgeting options
Create 2 impactful images using Canva (remember
the 20% text rule)
Preview the ad
Remove it from running on the least relevant
location e.g. right hand column tends to get less
engagement
Place your order if you want to run the ad. If you
do this be aware that you will be billed. If you do not
want to run the ad simply navigate away from the
page – do not click ‘place order’.
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Module Social Media Marketing 2
Learning Item Setting up a Facebook ad using Power Editor
Exercise 11 Go to:
https://www.facebook.com/ads/manage/powereditor/
Download your Facebook data
Go to ‘Manage Ads’
Create a new campaign using the tabs provided:
Campaigns
Ad sets
Ads
Note the upload changes button. If you upload changes
this places your order. Only do this if you want to run the
ad. If you do this be aware that you will be billed. If you do
not want to run the ad simply navigate away from the page
– do not click ‘place order.’
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Module Social Media Marketing 2
Exercise Style Creating a lookalike audience and saved target group using the
Power Editor
Exercise 12 Lookalike Audience:
Go to Audiences (see dropdown on top left – manage
ads)
On right click ‘Create audiences’
Choose ‘Lookalike Audience’
Choose the page you want to choose the lookalike
audience for
Choose the country
Click ‘create audience’
Saved Target Group:
Click on ‘create audiences’
Choose ‘Saved Targeted Group’
Name your group
Use data from audience research in previous
exercise to choose the audience attributes e.g.
location, page etc.
‘Create audience’
These audiences can be used in future advertising
campaigns.
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Module Social Media Marketing 2
Learning Item Search for and join relevant Facebook groups
Exercise 13 Click on ‘find new groups’ link on your Facebook
home page
Search for relevant groups – personal interest or
business interests (or both)
Join 2 relevant groups
Engage with the group –
o Share a relevant post (recent blog article, ask a
question, add a file etc.)
o Like and comment on another post in the
group
o Invite relevant friends to join the group
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Module Social Media Marketing 2
Learning Item Joining groups, engaging and identifying group influencers
Exercise 14 Search and locate 10 LinkedIn groups that are
relevant to your business and/or your interests.
Join
Start a discussion
Engage with other discussions e.g. like, comment,
follow
Identify 10 influencers – these could be:
- top contributors
- individuals that have a large engagement and
interaction rate
- Follow them
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Module Social Media Marketing 2
Learning Item Setting up LinkedIn Ads
Exercise 15 Go to ‘Manage ads’
Click to ‘create a new campaign’
Create an ad that will bring people to your website
Name your campaign (this can be a real campaign
or a test one that will not be activated)
Choose your ad text – remember to include
benefits, USP and a Call-To-Action
Upload ad image – less detail is better as they are
very small images
Set up a second ad variant – split testing different
wording, images etc.
Preview the ad
Go to next step – choose your target markets.
Choose a target market for your business OR follow
the below criteria:
o Ireland
o Company size 200-5000 employees
o Exclude all agri and civil engineering
businesses
o Job title: HR (you should have approx. 1400
members targeted)
o Go to the next step and choose your budget
o Launch or cancel
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Module Social Media Marketing 2
Learning Item Setting up Twitter ads
Exercise 16 Go to Twitter Ads
Create a new Followers campaign
Name your campaign (this can be a real campaign
or a test one that will not be activated)
Customize start and end date – starting tomorrow
Compose a new tweet for your ad - remember to
include benefit and Call-To-Action
Select your targeting – choose based on your own
customers or choose a test group
Add targeted followers
Add by interest
Choose your budget
Save campaign or cancel (remember you set a
start date of tomorrow so cancel if you do not want
ads to run).
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Module Social Media Marketing 2
Learning Item Setting up Twitter Summary card for your website blog
Exercise 17 Visit https://dev.twitter.com/cards/overview
Follow the 5 steps (bottom of page) to set up your
Twitter Cards – if you are using Wordpress there are
plugins that facilitate easy additions.
Validate your Twitter Cards https://cards-
dev.twitter.com/validator
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Module Social Media Marketing 2
Learning Item Setting up Pinterest account and engaging
Exercise 18 Go to Pinterest.com and create a business
account if you do not already have an account
Verify your website url
Using the search bar locate:
o 5 accounts to follow
o 10 individual boards that are relevant and
follow them
Using Canva.com create an image to share – a tip,
piece of advice, or quote for your customers
Create a board and share your image
Make your image clickable to the most relevant
page on your website
Re-pin a relevant pin
Comment on a relevant pin
Add the browser ad-on, visit a website and using
this browser button share a relevant image to one of
your boards (create a new board if necessary)
Visit YouTube.com and locate a relevant video.
Share this video to one of your Pinterest Boards
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Module Social Media Marketing 2
Learning Item Using Instagram app
Exercise 19 Download the Instagram app if you do not already
have it and create an account
Connect your Twitter account so you can share
images to Twitter
Take a photo
Use filters and features to edit image
Add a description of the image and use 5 hashtags
Find 5 accounts to follow
Like and comment on other relevant images
Download Instagram Repost app and use it to
share another Instagram user’s image to your
network
Using WordSwag or InstaQuote create an image
to share on Instagram
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Module Social Media Marketing 2
Learning Analyzing Instagram Account using Iconosquare
Item
Exercise 20 Go to http://iconosquare.com/
Connect your Instagram account (sign in
with Instagram)
Go to statistics page
Note how much engagement your
Instagram account received
In engagement reports note engagement
from followers and non-followers and the most liked
images
Note Comments received
In interactions reports note the most
popular times for interactions and most popular filters
used
Note what tags you are using and how
many are in the top tags being used in Instagram
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