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Social Media Marketing - Part 1,

Social Media Marketing - Part 1,
Marketing & Advertising Club,
VGSoM, IIT Kharagpur

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Social media marketing Social media marketing Presentation Transcript

  • Social MediaMarketing Facilitator: Sagar Naveen Zalavadiya M.A.D Club
  • What is Social Media ??•Social media involves a natural, genuineconversation between people about something ofmutual interest, a conversation built on thethoughts and experiences of the participants. It isabout sharing and arriving at a collective point,often for the purpose of making a better or more-informed choice. People + message + Internet = social media
  • An Example Who Is Anna Hazare ???
  • How Does Social Media Differ fromTraditional Media?•Social Media involves online social channels.•Social media changes over time, it evolves.•Social media is participative: the “audience” is assumed to be part ofthe creative process or force that generates content.•Social media is not a ‘thing’, it is a collaborative process that allowsyou to create, share, alter and destroy information.•Social Media is not controlled by anyone or by an organization. Beingpart of the conversation instead of being defined by it
  • Social Media: The Big Picture The bigger question is, “What are they using it for? be aware talk consider form opinion buy use word-of-mouth marketer-generated consumer-generated (Think “funnel”) (Think “megaphone”)
  • Social Media Channels With TakeAway Tips !!!“We are the people formerly known as the audience."
  • Blogging•Every company should have a blog, and it should be the center of yoursocial marketing efforts.• Pick a niche you can own, stay away from crowded areas, and bringyour unique voice.• Get a good design. Without one, you’ll find it hard to be takenseriously.• Establish a consistent habit of regular posting, and stick to it.• Get to know other bloggers in your industry and become a valuablepart of their community to increase the visibility of your own blog.• Mix up content types and add multimedia.
  • Micro-Blogging| Twitter•Microblogging is a quick and easy way to get into social media andpromote your content.• Set up your account for optimal following and tweeting, with a goodavatar and an optimized bio.• Follow people you already know, and search for people who tweetabout your interests and follow them.• Twitter is all about two-way conversations; engage with people, don’tjust broadcast.• Ask for retweets (politely) to get them.• Use Twitter clients that help you manage your account on yourdesktop and mobile device.
  • Social Networking• Social networks allow you to build direct and personal relationshipswith your customers.• People should have profiles; companies should have pages.• Set-it-and-forget-it is not a good social network marketing strategy.Be active with updates and interaction.• Know your audience and select the social networks where they can befound.• Motivate your fans to create content on social networking sites foryou. Organic content is much more convincing.• Give your fans a place to interact with your company and one another.
  • Media Sharing• Media-sharing sites make it easy for you to produce and distributemultimedia content to millions of viewers.• Leverage all your existing media by posting it to media-sharing sites.• Use tags effectively; always include more than you think you need.• Shorter is better when it comes to videos; produce bite-size content.• Use open licensing and embedding features to encourage your viewersto share your media for you.• Inspire your fans to create organic content about your brand.
  • Social Media Marketing, Defined• Active Listening• Advertising Presence• Engagement Advertising• Advertising in a Social Context } 99% of that “80” is right here…• Organic Social Media Presence• Collaborative Presence• Internal (Employee) Applications
  • Shift in Social Media Marketing Techniques• Targeted Ads• Social Context• Measurable
  • Shift in Social Media Marketing Techniques Engagement Ad Engagement Ad with Social Context Organic Impression
  • Facebook Ads Cost: CPC vs. CPM Explained An “impression” is a display of your advertisement. So anytime your advertisement gets displayed to a user, your ad is getting an “impression”.http://www.facebook.com/business/adshttp://www.facebook.com/business/sponsoredstories/http://www.facebook.com/business/platform/
  • Social Media Hierarchy of Needs
  • Social Media Analytics and Business Metrics Measure Metric RevealsINFLUENCE Time on site The value of the opinions and Bounce Rate conversations to those interested in purchase.ENGAGEMENT Pass Along The interest levels in your message: Comment to post ratio Are customers willing to pass a Diggs, Stumbles, referral along given a potential gain Bookmarks or loss of personal “social capital”? Podcast Listens and viewsLOYALTY Blog post for Brands The context and intensity of blog Recommendations posts. Are people sticking up for you? Twitter and Similar This can have a direct impact on whether or not this information makes it to the consideration process.
  • Social Media Analytics and Business MetricsMeasure Metric RevealsAUDIENCE Referrers, To whom your social media Demographics campaign is appealing. Geographical LocationsINFLUENCE Time on Site How involved your audience is with LOYALTY Bounce rate your message and brand, product, service as a result of exposure to social media ACTION Conversions The number of times a desired Reviews outcome occurs following exposure Recommendations to your holistic campaign. Tweets or Tweets and similar similar references to a definite purchase or action reveal this as well.
  • Building a Social Strategy• Active Listening• Social Computing Policies• Organizational Alignment• Business Objectives• Customer Assessment• Measurement Program• Integration Plan
  • Thank You 