Social media marketing


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

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Social media marketing

  1. 1. Social Media Marketing Facilitator: Sagar Naveen Zalavadiya M.A.D Club
  2. 2. What is Social Media ?? <ul><li>Social media involves a natural, genuine conversation between people about something of mutual interest, a conversation built on the thoughts and experiences of the participants. It is about sharing and arriving at a collective point, often for the purpose of making a better or more-informed choice. </li></ul>People + message + Internet = social media
  3. 3. An Example Who Is Anna Hazare ???
  4. 6. How Does Social Media Differ from Traditional Media? <ul><li>Social Media involves online social channels. </li></ul><ul><li>S ocial media changes over time, it evolves. </li></ul><ul><li>Social media is participative: the “audience” is assumed to be part of the creative process or force that generates content. </li></ul><ul><li>Social media is not a ‘thing’, it is a collaborative process that allows you to create, share, alter and destroy information. </li></ul><ul><li>Social Media is not controlled by anyone or by an organization. Being part of the conversation instead of being defined by it </li></ul>
  5. 7. Social Media: The Big Picture The bigger question is, “What are they using it for? consumer-generated (Think “megaphone”) marketer-generated (Think “funnel”) word-of-mouth be aware consider buy use form opinion talk
  6. 8. Social Media Channels “ We are the people formerly known as the audience.&quot; With TakeAway Tips !!!
  7. 9. Blogging <ul><li>Every company should have a blog, and it should be the center of your social marketing efforts. </li></ul><ul><li>• Pick a niche you can own, stay away from crowded areas, and bring your unique voice. </li></ul><ul><li>• Get a good design. Without one, you’ll find it hard to be taken seriously. </li></ul><ul><li>• Establish a consistent habit of regular posting, and stick to it. </li></ul><ul><li>• Get to know other bloggers in your industry and become a valuable part of their community to increase the visibility of your own blog. </li></ul><ul><li>• Mix up content types and add multimedia. </li></ul>
  8. 10. Micro-Blogging| Twitter <ul><li>Microblogging is a quick and easy way to get into social media and promote your content. </li></ul><ul><li>• Set up your account for optimal following and tweeting, with a good avatar and an optimized bio. </li></ul><ul><li>• Follow people you already know, and search for people who tweet about your interests and follow them. </li></ul><ul><li>• Twitter is all about two-way conversations; engage with people, don’t just broadcast. </li></ul><ul><li>• Ask for retweets (politely) to get them. </li></ul><ul><li>• Use Twitter clients that help you manage your account on your desktop and mobile device. </li></ul>
  9. 11. Social Networking • Social networks allow you to build direct and personal relationships with 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 be found. • Motivate your fans to create content on social networking sites for you. Organic content is much more convincing. • Give your fans a place to interact with your company and one another.
  10. 12. Media Sharing • Media-sharing sites make it easy for you to produce and distribute multimedia 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 viewers to share your media for you. • Inspire your fans to create organic content about your brand.
  11. 13. Social Media Marketing, Defined <ul><li>Active Listening </li></ul><ul><li>Advertising Presence </li></ul><ul><li>Engagement Advertising </li></ul><ul><li>Advertising in a Social Context </li></ul><ul><li>Organic Social Media Presence </li></ul><ul><li>Collaborative Presence </li></ul><ul><li>Internal (Employee) Applications </li></ul>} 99% of that “80” is right here…
  12. 14. <ul><li>Targeted Ads </li></ul><ul><li>Social Context </li></ul><ul><li>Measurable </li></ul>Shift in Social Media Marketing Techniques
  13. 15. Shift in Social Media Marketing Techniques Engagement Ad Engagement Ad with Social Context Organic Impression
  14. 17. 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”.
  15. 18. Social Media Hierarchy of Needs
  16. 19. Social Media Analytics and Business Metrics Measure Metric Reveals INFLUENCE Time on site Bounce Rate The value of the opinions and conversations to those interested in purchase. ENGAGEMENT Pass Along Comment to post ratio Diggs, Stumbles, Bookmarks Podcast Listens and views The interest levels in your message: Are customers willing to pass a referral along given a potential gain or loss of personal “social capital”? LOYALTY Blog post for Brands Recommendations Twitter and Similar The context and intensity of blog posts. Are people sticking up for you? This can have a direct impact on whether or not this information makes it to the consideration process.
  17. 20. Social Media Analytics and Business Metrics Measure Metric Reveals AUDIENCE Referrers, Demographics Geographical Locations To whom your social media campaign is appealing. INFLUENCE LOYALTY Time on Site Bounce rate How involved your audience is with your message and brand, product, service as a result of exposure to social media ACTION Conversions Reviews Recommendations Tweets and similar The number of times a desired outcome occurs following exposure to your holistic campaign. Tweets or similar references to a definite purchase or action reveal this as well.
  18. 21. Building a Social Strategy <ul><li>Active Listening </li></ul><ul><li>Social Computing Policies </li></ul><ul><li>Organizational Alignment </li></ul><ul><li>Business Objectives </li></ul><ul><li>Customer Assessment </li></ul><ul><li>Measurement Program </li></ul><ul><li>Integration Plan </li></ul>
  19. 22. Thank You 