social media marketing presentation

2. OBJECTIVES
To analyse the business benefits of Social Media Marketing and to provide
some solutions towards the complex choice of Social Media channels
RESEARCH METHODOLOGY
Exploratory and Empirical research
DATA COLLECTION METHOD
Secondary data

3. SOCIAL MEDIA MARKETING
• Social media marketing refers to the process of gaining traffic or
attention through social media sites
• Social media marketing is done on various social platforms such as:
1. Facebook
2. Instagram
3. Twitter
4. Youtube
5. LinkedIn
6. Pinterest

4. BENEFITS OF SOCIAL MEDIA MARKETING
FOR BUSINESSES
• Increased Brand Recognition
• Improved brand loyalty
• More Opportunities to Convert
• Higher conversion rates

5. • Higher Brand Authority
• Increased Inbound Traffic
• Decreased Marketing Costs
• Better Search Engine Rankings
• Richer Customer Experiences
• Improved Customer Insights

7. Average hours/week spent on online activities worldwide
(Source: Hubspot, 2017)
1.8
2.3
2.9
3.7
4.6
2.7
4.4
SHOPPING BROWSING GAMING MULTIMEDIA SOCIAL NEWS EMAIL

8. Benefits of Social Media Marketing (Source: Stelzner, 2014)
46%
51%
55%
58%
58%
65%
69%
85%
REDUCED MARKETING EXPENSES
GREW BUSINESS PARTNERSHIPS
IMPROVED SEARCH RANKINGS
DEVELOPED LOYAL FANS
GENERATED LEADS
PROVIDED MARKET PLACE INSIGHTS
INCREASED TRAFFIC
INCREASED EXPOSURE

9. 1480
2250
0
500
1000
1500
2000
2500
DON'T BLOG BLOG
Influence of blogs on the number of website visitors for
companies (Source: Hubspot, 2017)

10. Benefits of using Social Media for companies(Source: Hubspot,
2017)
24%
24%
26%
35%
45%
50%
63%
INCREASING REVENUE
INCREASING PRODUCT/SERVICE INNOVATION
REDUCING TIME TO MARKET FOR PRODUCTS/SERVICES
REDUCING SUPPORT COST
REDUCING MARKETING COST
INCREASING CUSTOMER SATISFACTION
INCREASING EFFECTIVENESS OF MARKETING

11. Percentage of channel users who acquired a customer through
Social Media channels
57%
62%
52%
44%
COMPANY BLOG LINKEDIN FACEBOOK TWITTER

12. EXAMPLE OF COCA-COLA
Facebook
Coca-Cola has attracted 63 million fans to its main facebook page.
As Coca-Cola doesn’t have its own stores its social strategy isn’t focused on
driving people to its shops or to an ecommerce platform. Instead it’s all about
maintaining the brand image and raising awareness of its ad campaigns which
they are doing perfectly through social medias.

14. • most of the updates this year have been to promote Coke’s polar bear adverts
as well as the company’s charity work to help the Arctic
• Similarly company has used its Facebook pages to publicise its Olympics and
Euro 2012 ad campaigns
• Coca-Cola also has a number of Facebook apps, including one called ‘When will
happiness strike’ that is basically a video reel of its ads and another called ‘Ahh
Giver’ that allows users to send a personalised message and a free Coke to a
Facebook friend

15. Coke’s polar bear adverts

16. ‘Ahh Giver’ app - allows users to send a personalised message and a
free Coke to a Facebook friend

17. • Coca-Cola also has Facebook pages for its other products such as Diet
Coke and Coke Zero
• Diet Coke page has attracted two million ‘likes’ by posting daily updates
of fashion content and pictures of the Diet Coke man
• Coke Zero page has 4.2 million fans

18. TWITTER
• Coca-Cola has separate Twitter feeds for each of the local markets in
which it operates
• It also has dedicated pages for various products and sub-brands,
including Diet Coke, Coke Zero
• The main Twitter feed has over 700,000 followers and has tweeted more
than 75,000 times, which makes it among the most active brands

19. • It responds to a huge number of mentions each day, including
complaints, follow requests, compliments and general chitchat
• Coca-Cola’s Twitter feed is used as a way of communicating with
customers rather than simply pushing out marketing messages

21. Amazon On Social Media
• Almost exclusively posting product promotions across its various social
networks, Amazon is able to drive more sales than any other online merchant
Facebook
• Amazon currently has over 26.6 million likes on its Facebook page
• Amazon replies to a staggering amount of comments left on its posts, and it
does so quickly, politely, and, if appropriate, throws in a little humour

22. • Promotions-wise, Amazon also uses Facebook to highlight products, and
offers date-related coupons and discounts to encourage sales.
• Eg. When Mother’s Day was just around the corner, the Facebook page
became full with gift ideas and discount coupons to purchase them

23. Twitter
• Amazon’s Twitter campaign is similarly heavy on promotions and of
course engagement with customers
• If you see a product feature on Twitter and there is an Amazon code
included, there is a way for you to add that item to your Amazoncart
immediately by replying with #AmazonCart

24. Pinterest
• Pinterest for Amazon is essentially an extension of its main online store
• Pinterest is of course the one social media site where a significant
percentage of users go to browse for purchase ideas. But when they find
a Pin from Amazon, they can simply click on it and are taken straight to a
page where they can add the item to theirs hopping cart

25. Limitations and risks of Social Media
Marketing
• Indeed, Social Media Marketing is not always easy, quick or cheap. In
some cases, depending on the business type, size and age, hard efforts
need to be made in various areas
• The Social Media staff needs to be extremely trained and qualified in
order to have answers to every questions and to be able to react when
negative comments are made before they get too viral and
uncontrollable

26. • team has to produce new content regularly in order to posts at least a
few times a week
• It is extremely important to always stay active on the Social Media sites
in order to create a continuous conversation with the audience
• companies need to commit human and time resources to managing their
Social Media presence

27. Conclusion
• Through this report, we have been closely analyzing the Social Media
Marketing domain, detailing the main business benefits and defining the
different types of Social Media channels and their role
• However, the main benefits encountered usually are increased brand
exposure and reputation management, increased targeted traffic and
Search Engine Optimization, word-of-mouth and leads generation,
market insights related to target audience and competition, public
relations facilities and recruiting