Digital Marketing

1. DISCOVER . LEARN . EMPOWER
UNIT-2 Social
Media Marketing
INSTITUTE –University School of
Business
DEPARTMENT -Management
M.B.A
Digital Marketing - BAT 658
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2. • Space for visual (size 24)
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Social Media
Marketing
CO
Number
Title Level
CO1 To understand the applications of Digital Marketing
to undertake Marketing Campaigns in digital format
Understand
CO2 To apply the tools of Digital Marketing to gain
competitive advantage in the Market
Apply
CO3 To analyze consumer buying behavior using Web
Analytics and offer the right products or services to
the right customers
Analyze
Course Outcome
Will be covered in this
lecture
https://skillshop.exceedlms.com

3. Topic – 5
Social Media Marketing
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Source : shutterstock.com

4. What is Social Media Marketing
“Social Media Marketing is the use of social media platforms to
connect with the audience for brand building, increasing sales and
driving website traffic.
This involves publishing great content on the social media profiles,
listening to and engaging the followers, analyzing the results, and
running social media advertisements.
The major social media platforms are Facebook, Instagram, Twitter,
LinkedIn, Pinterest, YouTube, TikTokand Snapchat.”
--- Damian Ryan and Calvin Jones
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5. Why Social Media Marketing is gaining importance
• Facebook has 2.5 billion users across the World.
• YouTube has 2 billion active users across the World
• Twitter has 330 million active users
• LinkedIn has 600 million active users
• TikTok has 500 million active users
• Snapchat has 200 million active users
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Source : Statista

6. Facebook Marketing
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7. History of Facebook
• Launched by Mark Zuckerberg, Eduardo Saverin,
Andrew McCollum, Dustin Moskovitz and Chris
Hughes in 2004
• A social media platform where users can post
text, pictures, videos and multimedia.
• Users can also give likes, comments and share
the posts of their friends.
• Mainly used for Social Networking
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8. Features of Facebook
1. Newsfeed
2. Timeline
3. Messenger
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4. Watch
5. Pages
6. Event

9. Facebook Newsfeed
• Newsfeed is the first screen that appears when
Facebook is opened
• Newsfeed uses an algorithm called EdgeRank to
show users personalized results about
information deemed interesting to them.
• Newsfeed shows the posts of friends, profile
changes, upcoming events, birthdays and other
updates
• Newsfeed also shows paid ads. 9

10. Facebook Timeline
• Facebook Timeline is the place where one can share
their photos, posts and experiences on Facebook.
• On the Timeline, the user can add a cover photo, edit
the personal information, view the Facebook activity
log, highlight posts or images, update the Facebook
status, share Facebook app activity and add new life
events to their profile.
• The display of personal information such as friends,
likes and photos appears on the left-hand side, while
story posts appear on the right.
• The Timeline encourages scrolling, with constantly
loading story posts of users' past. 10

11. Facebook Messenger
• Facebook Messenger is an instant
messaging service and software application.
• Facebook Messenger lets Facebook users send
messages to each other.
• Messenger lets users make voice calls and video
calls both in one-to-one interactions and in group
conversations.
• One of the most entertaining things on Facebook
Messenger is its stickers collection, which can be
used to personalize the conversations.
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12. Facebook Watch
• Facebook Watch is a video-on-demand service
operated by Facebook.
• Facebook Watch's original video content is produced
for the company by partners, who earn 55% of
advertising revenue.
• Facebook Watch offers personalized
recommendations for videos to watch, as well as
categorized content bundles depending on factors
such as popularity and social media engagement.
• Facebook monetizes videos through mid-roll
advertising breaks
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13. Facebook Pages
• A Facebook Page is a public profile specifically created for
businesses, brands, celebrities, causes, and other
organizations.
• Unlike personal profiles, pages do not gain "friends," but
"fans" - which are people who choose to "like" a page.
• Pages can gain an unlimited number of fans, differing
from personal profiles, which has a 5,000 friend maximum
put on it by Facebook.
• Pages work similarly to profiles, updating users with
things such as statuses, links, events, photos and videos.
This information appears on the page itself, as well as in
its fans' personal news feeds.
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14. Facebook Event
• A Facebook Event is a calendar-based resource which
can be used to notify users of upcoming occasions.
• Events can be created by anyone, and can be open to
anyone or private.
• The creator can invite his friends, members of a
group, or fans of a page.
• Facebook events are a great way to spread the word
on upcoming events or occasions, since they are able
to reach thousands of people in a short amount of
time.
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15. Other features of Facebook
• Facebook Stories are short user-generated photo or video
collections that can be uploaded to the user's Facebook.
• Facebook Marketplace allows users to post classified ads.
• Facebook Live Stream allows users to live stream video.
Streams appear on the News Feed, and users can comment
on them in real-time.
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16. Other features of Facebook
• Facebook Gaming allows users to play live games and
interact with other gamers.
• Facebook Notifications tell the user that something has
been added to his or her profile page
• Facebook Groups can be created by individual users.
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17. Facebook Ads
• Facebook Ads has a targeting technology that allows
advertisements to reach a specific audience.
• Facebook Ad Manager provides a set of
characteristics to the advertiser to define the target
market.
• These traits include geographical location, gender,
age, work, relationship status, and interests such as
music, among others.
• Facebook also allows advertisers to customize their
target audience based on their behaviour such as
purchasing patterns, device usage, and other
activities.
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18. Steps of creating Facebook Ads
Choose your objective
Select your audience
Decide where to run the Ad
Set the Budget
Pick a Format
Place the Order
Measure and Manage the Ad
Source: Facebook

19. How does Facebook help business ?
Facebook make the brands :
 Discoverable
 Connected
 Timely
 Insightful
 Facebook has 2.45 billion active users across the World
 Facebook has 240 million active users in India

20. Facebook EdgeRank
 Facebook uses EdgeRank to determine who will get to see
your content or on whose newsfeed your content will be
displayed and at what position or priority.
 EdgeRank algorithm assigns value to every post/story updated
on Facebook page
 High EdgeRank indicates that a large number of fans are
interacting (Like/Share/Comments) .

21. What is EdgeRank ?
 EdgeRank is the sum of all Edges.
 Edge is anything that is happening in
Facebook
 This includes Likes, Share, Comments,
Updates, Tags, adding friends .

22. Factors determining EdgeRank
EdgeRank is based on below mentioned parameters :
a) Affinity
b) Weight
Measure of relationship between viewing user and creator
of Edge. If A interacts more with content of B while B does
not interact much with content of A, then A will have a
higher affinity score and chances of B’s content being
displayed of A’s newsfeed is higher.
Different Edges carry different weights. Comment has a
higher weight than like. Image/Video has higher weight than
text. But if a text content gets more comment, it will have
greater wight than video.

23. What is EdgeRank ?
EdgeRank is based on below mentioned parameters :
c) Time Decay
d) Negative Feedback
This is linked with freshness of Edge. Fresh content will get
higher value than old content.
If fans are hiding your posts or marking them as spam, you
get a lower EdgeRank.

24. How to acquire fanbase in Facebook?
a) Curate high quality content
b) Promote through traditional media channels.
c) Chain Referrals

25. Engagement Rate in Facebook
Actions are Click to Expand / Watch
Engagement Rate defines how engaging a Facebook page is
Engagement Rate = [ (Actions + Likes + Comments + Shares) /
Total Reach] x 100

26. Marketing Strategy through Facebook
 Create open ended content.
 Use brand logo as profile photo.
 An attractive punchline describing your brand .
 A longer brand description in the About section.

27. Marketing Strategy through Facebook
 Links to your website and social media pages.
 Include your e-mail address in your Timeline’s
“About” section. Also consider including other
important contact details, including a customer
service phone line and address..
 Create a variety of Tabs like Events, Polls, FAQs,
Quizzes, Contests.

28. YouTube
Marketing

29. Video Campaigns
 Video Ads run on YouTube and across
the web through the Google Display
Network.
 With more than 1 billion users, YouTube
is available in 70+ countries and 60+
languages, and offers rich content from all
over the world.
 The Display Network reaches over 90%
of Internet users worldwide through 2
million sites and apps (source: comScore).

30. Video Campaigns
 Targeting video ads on YouTube and the
Display Network, the advertiser can
advertise to consumers at moments that
matter.
 There are a wide variety of targeting
methods available, such as demographic
groups, interests, placements, and
remarketing lists, to reach specific or
niche audiences based on who they are,
what they're interested in, and what
content they're viewing.

31. The Power of YouTube
 Between the end of 2013 and the end of 2019,
the amount of time that people spent watching
video on the Internet grew 38.5%
 Every month, more than 1 billion people watch
more than 6 billion hours of YouTube video. In
addition, more than half of YouTube video views
come from mobile devices.
 This represents a lot of potential customers, both
at home and on the go. And you can decide where
and when a video ad shows, and which potential
customers see it.

32. Source: Digital Marketing by Damian Ryan and Calvin Jones

33. Benefits of Advertising in YouTube
Source: Digital Marketing by Damian Ryan and Calvin Jones

34. Benefits of Advertising in YouTube
1. Connect with your audience
2. Reach just the right audience
3. Create a Video Campaign in only
a few minutes
4. Measure your success

35. TrueView Video Ad
Source: YouTube

36. TrueView Video Ad
 TrueView video ads give viewers control over
which advertisers' messages they want to see
and when.
 Each TrueView ad format appears in a
different context, so viewers can interact with
each format in a different way.

37. True View Video Ad Formats
1. True View In-stream Ads
2. True View Video Discovery Ads
3. True View Bumper Ads

38. True View In-Stream Ads
Source : YouTube

39. True View In-Stream Ads
When to use this Ad format ?
You pay when a viewer watches 30 seconds of your video (or the duration if it's shorter
than 30 seconds) or engages in other video interactions, such as clicks on the call-to-
action overlays (CTAs), cards, and companion banners.
Where the Ads appear ?
Use this format when you want your video ad to appear before, during, or after other videos
on YouTube and across the Google Display Network.
How you're charged ?
TrueView in-stream ads can appear on videos across YouTube and on video publisher
sites, games, and apps on the Display Network.
Your video ad plays before, during, or after other videos. After 5 seconds, the viewer has
an option to skip the ad.
How does it work ?

40. Source : YouTube

41. True View Video Discovery Ads
When to use this ad format ?
Your ad consists of a thumbnail image from your video with some text. While the exact size
and appearance of the ad may vary depending on where it appears, video discovery ads
always invite people to click to watch the video. The video then plays on the YouTube
Watch page or on your channel page.
Use this format to promote a video in places of discovery, including next to related YouTube
videos, as part of a YouTube search result, or alongside other content across the Display
Network.
How does it work?
TrueView video discovery ads can appear next to YouTube videos, on YouTube search
results, on video plays on YouTube channels and YouTube Watch pages, and on publisher
sites across the Display Network.
Where can the ads appear?
How you're charged ?
You’ll be charged only when viewers choose to watch your ad by clicking the thumbnail.

42. True View Bumper Ads
When to use this ad format?
You pay based on impressions. Bumper ads use CPM (cost-per-thousand impressions)
bidding, so you pay each time your ad is shown 1,000 times.
Where the ads appear ?
Use this format when you’d like to reach viewers broadly with a short, memorable message.
How you're charged ?
Bumper ads can appear before other videos on YouTube or on partner sites and apps on
the Display Network.
Bumper ads are a short video ad format designed to allow you reach more customers and
increase awareness about your brand.
How does it work?
Your bumper video ad is 6 seconds or shorter and plays before, during, or after another
video. Viewers do not have the option to skip the Ad.

43. Reaching potential customers with
YouTube & Display Network
1. Keyword contextual targeting
2. Demographic Targeting
3. Topic related targeting
4. Affinity Audiences
5. Custom affinity audiences
6. In-market audiences
7. Remarketing

44. TrueView Campaigns
 TrueView ads and ad groups are created with the
"Video" campaign type. Within this campaign
type, TrueView video ad formats, CPV, and Target CPA
bidding strategies are supported.
 TrueView video campaigns cannot include text,
images, or other video ad formats.
 Reporting for TrueView campaigns and ad groups
include metrics specific to video ads, including views, view
rate, and earned actions, that aren't available in all
AdWords campaign management tools.
 To create a TrueView video ad, your videos must be
hosted on YouTube.

45. YouTube Remarketing
Remarketing lists are created by linking your YouTube account to your AdWords account. Once
you link accounts, you can create remarketing lists that reach people who have done the
following YouTube-related actions:
You can then use these lists in your targeting settings for new or existing campaigns. Manage
your lists anytime in the "Audiences" section of the Shared library".
 Viewed any video from a channel
 Visited a channel page
 Viewed any video (as an ad) from a channel
 Liked any video from a channel
 Commented on any video from a channel
 Shared any video from a channel
 Viewed certain video(s) as ad(s)
 Subscribed to a channel
 Viewed certain video(s)

46. Benefits of YouTube Remarketing
1. Improved ROI:
Advertisers who use remarketing on YouTube have improved their return on investment
(ROI) by showing video ads to people interested in their product or service.
2. Broader Scope:
With YouTube's vast network, your video ad can reach potential customers on your
remarketing list.
3. Efficient Pricing:
The AdWords auction model offers competitive rates that meet your target ROI. With CPV
bidding, you'll pay for video views and other video interactions, such as clicks on the call-
to-action overlays (CTAs), cards, and companion banners.
4. Flexibility:
Website remarketing (also known as "remessaging" or "retargeting") is based on
visitors' actions on a website. You can remarket based on actions specific to your
YouTube videos, including when viewers like, dislike, comment on, and share your
video.

47. YouTube Ad Approval Process
 After you create or edit an ad, the review
process begins automatically. All aspects of your
ad are reviewed, including your headline,
description, keywords, and website or app. These
aspects are reviewed according the AdWords
advertising policies. Most ads are reviewed within
one business day, and some ads are eligible to
run while in review.
 If your ad has any issues, it will stop running.
To help get your ad running again, you’ll be
notified of the policy and told what you can do
next. If your ad isn't showing for certain users, or
if it's not showing at all, then the issue could be
caused by your ad's approval status.

48. Reserved Media Placements on YouTube
 As an advertiser or ad agency, you can buy
placements on a reservation basis--instead of
through the AdWords auction--when you want to
pay based on the number of impressions (also
known as cost-per-thousand impressions) or per
day (cost-per-day).
 Advertising on a reservation basis is best for
promoting brand awareness, for instance, if you're
trying to enter a new market, offering a new
product or service, or re-branding a product or
service.
 Reservation campaigns also let you buy
impressions at a fixed rate.

49. Benefits of advertising on a reservation basis
More control:
You can buy impressions at a fixed rate.
High visibility:
You can run ads on the YouTube homepage.
Brand Awareness:
You can reach a wide audience. For example, if your client is
changing its image or slogan, or targeting a different audience, you
can launch a campaign to more people than you might reach via an
auction-based campaign.

50. Buying Reservation Advertising
Advertisers and agencies can buy reservation advertising on a
fixed, cost-per-thousand-impressions (CPM) or fixed cost-per-
day (CPD) basis.
Here are a few things to keep in mind:
A CPM campaign has to be
booked at least six business
days in advance, and creative
assets need to be delivered for
implementation at least four
business days before the
campaign start date.
CPD campaign has to be
booked a couple weeks in
advance, and creative assets
need to be delivered nine
business days in advance.

51. Ad Formats for CPM (Cost Per Mille)
Standard in-stream:
In-stream Select:
This is a non-skippable format that plays before a video. It's
ideal if you want to communicate a simple, powerful message
and get visibility. It forces the impression and won't accrue
views on the video. Standard in-stream ads can be a maximum
of 15 or 30 seconds. Those that are a maximum of 30 seconds
can run only on long-form videos (10 minutes or longer).
This skippable ad appears when someone starts a video (pre-
roll). It can be up to 60 seconds long, and it's skippable after 5
seconds. This format increments the view count on the
YouTube video ad. Whether or not the ad is skipped, the
advertiser pays on a CPM basis.

52. Ad Formats for CPD (Cost Per Day)
Desktop Custom Masthead:
This is a 970 x 250 pixel, in-page unit that spans the full width of the
YouTube homepage below the navigation bar. This unit, which can include a
video, can drive brand relevant activity and an increase in branded search.
Desktop Universal video Masthead:
This is a 780 x 195 that runs on the YouTube homepage. It includes a video
on one side and an information panel or a flash/image panel on the other.
The flash/image panel can optionally expand/close when someone clicks
on/closes it.
Mobile Video Masthead:
This unit appears on the homepage of all YouTube mobile and tablet
properties, including the Android native mobile app, the iOS app, and
m.youtube.com for smartphones and tablets. It features a video thumbnail,
channel icon, and customizable headline and description.

53. Targeting Ads
Here are the content and audience targeting options for reservation
ads that you can buy on a CPM basis:
Topics:
Advertisers can choose among YouTube video topics. For example, you
can run reservation CPM ads on family-oriented content.
Interests:
Advertisers can target viewers interested in particular things, like sports
and hobbies, as evidenced by their browsing patterns and watched
content.
Affinity Audiences:
You can reach people who've demonstrated interest in subjects and who
are likely to view related content again. This type of targeting also
facilitates connection with audiences that are similar to those targeted by
offline campaigns.

54. Targeting Ads
Demographics:
You can reach customers who are likely to be within
the demographic groups you choose. These groups
include age and gender.
First position:
This layer of targeting can be added to in-stream ads
(there's a CPM up-charge). It lets you reserve the first
video ad someone sees in a session. This is similar to
what happens in TV advertising, when an advertiser
pays more to run the first ad of a commercial break.

55. Twitter
Marketing

56. Understanding Twitter
 Twitter is a micro-blogging site that has
limitation of 140 characters.
 Twitter took the world by storm in 2007.
 Twitter has 126 million active users.
 India has 30 million Twitter users.

57. Understanding Twitter
Source : Twitter

58. Uses of Twitter
 Find new customers.
 Build a Community.
 Have a conversation.
 Ask questions.
 Get customer support.
 Promote brand visibility.
 Host Twitter Chats.
 Know what are current trends.

59. Using Hashtags in Twitter
 Hashtags add longevity to a conversation.
 Hashtags catch the attention of others.
 Hashtags allow tweets to appear in a stream
even if the other party doesn’t @reply you.
 You can measure the results of a hashtag.

60. Twitter Parameters

61. Twitter Analytics

62. Marketing Campaign with Twitter
 Plan a content strategy.
 Plan a follower strategy.
 Plan a hashtag strategy.
 Don’t make every tweet a sale.
 Don’t make every tweet about
your brand.
 Ask questions

63. Twitter Related Apps
a) TweetChat
b) HootSuite
Allows you to keep up with busy hashtag chats..
Enable you to see all your followers as well as search terms
and hashtags. You can also manage several different Twitter
accounts at a time, follow and update your Facebook
accounts, and even schedule your tweets.
c) TweetBeep
Sends you e-mail alerts when people talk about you on
Twitter

64. Twitter Apps
d) TwitterFeed
e) Timely
Allows you to attach your blog’s feed to your Twitter
account so that the URL for your latest posts are
automatically fed to the masses every time you update.
Publishes your tweets at the time when they’ll reach the
most people.
f) TwitPic
Allows you to post and share images with your followers.

65. LinkedIn
Marketing

66. Understanding LinkedIn
 Founded in December 2002 and launched on May 5,
2003, it is mainly used for professional networking.
 LinkedIn is a business-oriented social networking
service.
 LinkedIn reports more than 396 million users in
more than 200 countries. India has 30 million users.
 LinkedIn is predominantly used for B2B activities.

67. Uses of LinkedIn
 Obtaining introductions to the connections of
connections (termed second-degree connections) and
connections of second-degree connections (termed
third-degree connections).
 Users can find jobs, people and business opportunities
recommended by someone in one's contact network.

68. Uses of LinkedIn
 Employers can list jobs and search for
potential candidates.
 Job seekers can review the profile of hiring
managers and discover which of their existing
contacts can introduce them.
 Users can follow different companies and
can receive notifications about the new joining
and offers available.

69. Uses of LinkedIn
 Users can save (i.e. bookmark) jobs that
they would like to apply for.
 Users can “congratulate" each other's
updates and new employments.
 Users can see who has visited their profile
page.
 The "gated-access approach“ is intended to
build trust among the service's users.

70. Marketing Campaign with LinkedIn
 Build your presence with a Branded Corporate
Page.
 Reach out with sponsored updates and Ads.
 Get access to LinkedIn Users and Profiles.
 Grow your community of followers
 Engage your audience with content.

71. Applications
• The students can apply this knowledge in their own buisness to assess the demand of their
products in the market.
• The students can apply this knowledge in companies where they are working to enhance to
check market equilibrium as how market works.
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72. • Ahuja, H.L. Macroeconomics, Theory and Policy, S. Chand & Co., New Delhi.
• Chopra, P.N. (2010). Managerial Economics, Kalyani Publishers, New Delhi.
• Karl E. Case / Ray Fair, Principles of Economics Ninth Edition.
• D.M Mithani (2015) ,Managerial Economics
• Keat Paul and Philips Young (2015), Managerial Economics
• http://www.economicsdiscussion.net/demand-forecasting/demand-forecasting-concept-
significance-objectives-and-factors/3557
• https://sites.google.com/site/economicsbasics/demand-forecasting
• International Journal Of economics
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References

73. Assessment Pattern
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74. THANK YOU
For queries
Email:
sheena.usb@cumail.in
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