The document provides an introduction to a training program on digital marketing run by the KP Youth Employment Program (KPYEP) in Pakistan. It aims to equip university graduates with freelancing and entrepreneurship skills through 6 modules covering topics like social media marketing, traditional vs digital marketing, and popular platforms. The objectives are for learners to understand how businesses can use social media to drive goals and identify which networks different demographics use. Popular platforms discussed include Facebook, Twitter, LinkedIn, and Instagram. Learners will learn about career opportunities in digital marketing fields like being a marketer, freelancer or starting their own business.

1. Introduction to
Digital Marketing
Prepared By: Annie & Rafi Ullah Kaki
Digital Marketing Trainers KPYEP
Email: Rafiullahkaki@Gmail.com

2. Understanding KP Youth Employment
Program
 KP Gov’t initiative to provide an opportunity to the educated youth to
make their skills earnable for them
 2100+ students trained in 2016
 Making youth of KP empowered and employed by equipping them
through digital skills
 Making youth Job creators rather than job seekers
 Promoting culture of entrepreneurship and innovation

3. 6 Sessions Journey With KPYEP
Basic Structure
 Basic Purpose : University graduates are taught various freelancing and
digital entrepreneurship curricula by experienced freelancers and digital
entrepreneurs.
 Course Duration : 8 Sessions
 Modules: 6
 Assignments
 Assessment(80% passing Marks)
 90% Attendance is mandatory for assessment and awarding certificate

4. Learning Objectives
 By the end of the course, learners will be able to identify who is using
social media and which networks appeal to which demographics
 They will understand the importance of using social media to market
businesses and how social media can help them drive personal or business
goals

5. Module 1(Session 1)
 The Social Media Revolution 2017
 Does social media have the power to change the world?
 How Has Social Media Helped In Bringing Social Change?
 What Are The Most Popular Social Media Platforms Amongst You?
 Marketing your Business via Social Media
 Marketing
 Traditional Marketing

6. Module 1(Session 1)
 Digital Marketing
 Traditional Marketing VS Digital Marketing
 Social media marketing (Social Media Networks)
 Facebook
 Twitter
 LinkedIn
 Instagram

7. The Social Media Revolution 2017
 96% millennial are on social media
 If Facebook were a country it would have been 3rd largest in the world
 80% companies in the world use social media for recruitment.
 60 million Facebook updates happen on Facebook daily
 …we no longer search for news, the news finds us
 We will no longer search for products, they will search us via social media

8. Does social media have the power to change
the world?
 41.2 million tweeter users in Brazil
 90 million users of Facebook in India
 60 million website users in China
 Creating a digital global village

9. How Has Social Media Helped In Bringing
Social Change?
 In Jamaica information about HIV was spread through social media
platforms
 Citizens in Mexico report about drugs and crimes via social media
 “I paid a bribe” for reporting corruption in India
 Fundraising video for Syria was viewed by 30 million
 Toppled governments in Libya, Egypt etc.

10. What Are The Most Popular Social Media
Platforms Amongst You?

11. Marketing your Business via Social Media
 More than 90% of marketers use social media in their campaigns.
 77% of fortune 500 companies have active twitter accounts and 70% of
them have active Facebook pages.
 Two-way dialogue with customers
 Social media also increases the visibility of brands
 Encourage and empower employees to amplify key marketing content with
their networks
 Effective tool for brands in managing a PR crisis.

12. International Brands Spending On Digital
Media
 Coca-Cola, GSK, Nestlé and Pepsi have almost doubled year-on-year
 Allocating as much as 12 to 15% of their total budget for online marketing,
a figure expected to go as far up as 20% by the end of the next year
 40 to 60% of the population in Pakistan and are estimated to spend more
than 60% of their waking hours online
 “The objective is no longer to reach the maximum number of people but
rather to reach the right people,”

13. Marketing
 Marketing is the process of teaching consumers why they should choose
your product or service over your competitors. If you are not doing that,
you are not marketing
 the process or technique of promoting, selling, and distributing a product
or service

14. Marketing
Marketing
Traditional
Marketing
Digital
Marketing
Words of
Mouth
Public
Relation
BillboardsTelevision Radio Magazines Newspaper

15. Traditional vs. Digital Marketing
ROI is usually expressed as a percentage and is typically used for personal financial decisions, to
compare a company's profitability or to compare the efficiency of different investments. The return on
investment formula is: ROI = (Net Profit / Cost of Investment) x 100
Factor Traditional Digital
Reach Limited to Area Global
Targeting Not Specific Very Specific
Price Very Expensive Not Expensive
ROI
(Return on investment)
Not Guaranteed Guaranteed

16. Digital Marketing
What it is and why it matters
 Digital marketing, the promotion of products or brands via one or more
forms of electronic media, differs from traditional marketing in that it uses
channels and methods that enable an organization to analyze marketing
campaigns and understand what is working and what isn’t – typically in
real time

17. Digital Marketing
Digital
Marketing
SMMSEO Mobile
Apps
Email
Marketing
SEM/PPC Inbound

18. Digital Marketing
 SEO (Search Engine Optimization)
SMM (Social Media Marketing )
 SEM/PPC (Search Engine Marketing/ Pay Per Click)
 Inbound marketing is a strategy that focuses on attracting customers,
or leads, via company-created Internet content, thereby having potential
customers come to the company rather than marketers vying for their
attention. This type of marketing tries to make it easier for customers, who
are already actively looking for goods or services via the Internet, to find
what a company offers

19. Social media marketing
 Social media marketing refers to the process of gaining traffic or attention
through social media sites
 Organic Marketing
refers to the act of getting your customers to come to
you naturally over time, rather than ‘artificially’ via paid links or boosted posts
 Paid Marketing
refers to all forms of marketing use of social media where
advertisers pay for ad placement. More common forms of paid social
media are: Facebook ads. promoted tweets. LinkedIn ads

20. Social Media Marketing - SMM
SMM
Vine
LinkedIn Google+Twitter
Facebook
Pinterest
YouTube
Quora Flickr
Tumblr
Snapchat
WhatsApp Reddit
Line
PeriscopeInstagram
Wechat

21. Facebook
 This is the biggest social media network
 Founded on February 4, 2004
 More than 1.59 billion monthly active users
 1 billion active users
 App is available in both play store and app store
 URL: www.facebook.com
 Founders
 Mark Zuckerberg
 Dustin Moskovitz
 Eduardo Saverin
 Andrew McCollum
 Chris Hughes

22. Facebook Signup

23. Twitter
 Twitter was founded on March 21, 2006 and has its headquarters in San Francisco,
California
 560 Million active users
 140 characters limit post
 Use the targeted ads with specific audiences(Paid Marketing)
 App is available in both play store and app store
 5700 tweets happen every second
 URL : www.twitter.com
 Founders
 Jack Dorsey
 Noah Glass
 Biz Stone
 Evan Williams

24. Twitter Signup

25. LinkedIn
 Founded on December 14, 2002, and launched 0n May 5, 2003
 Professional social media network
 240 million active users
 Available in 24 languages
 App is available in both play store and app store
 URL : www.linkedin.com
 Founders
 Reid Hoffman
 Jean-Luc Vaillant
 Eric Ly
 Konstantin Guericke
 Allen Blue

26. LinkedIn Signup

27. Instagram
 Instagram is a visual social media platform
 launched on October 6, 2010
 400 million active users
 Owned by Facebook
 App is available in both play store and app store
 The user can post only video and picture with text, only text not allowed
to post
 Kevin Systrom is the CEO and co-founder of Instagram

28. Instagram Signup

29. Career Opportunities
Digital
Marketer
Work for a
company
Earn from
Work on
projects
Start your own
business
Professional
Job
Online
Earning
Freelancer
Entrepreneur

30. Class Activity
 Conduct a discussion in class and ask the learners which social media
platforms do they use and why?
 See what are the most popular social media platforms amongst your
learners
 In class activity: The importance of social media marketing, its
evolution and current trends (By Trainer as well as Trainee)

32. Assignment
 Present a 500 - 800 words document on the current Social Media Trends
in Pakistan as of 2017.
 Your research can present qualitative or quantitative research/data or
both.
 Highlight all sources used.