This document provides information on various topics related to social media marketing and analytics. It discusses generational traits and how to engage customers on social media. It also covers viral marketing, social media tools and optimization, web analytics, and how businesses are using social media. The document concludes with assignments for students, including creating a testimonial, developing content about Thailand's late king, and forming groups for a final project on branding and marketing a new product or business concept.

9. 9

10. 10
THE 5 GENERATIONAL TRAITS

11. BRAND AWARENESS
• Choose right social media channel
• Finalize a social content strategy
• Make a strong content strategy
• Participate in good conversation
with your customers to let them
feel more connected.
• Keep track of all key metrics like
potential reach, conversation share,
links, etc.

12. GLOBAL BRAND 2016

13. GLOBAL BRAND 2016

15. POSITIONING & BRANDING
• CONSISTENCY OF
• PRODUCT, Physical Brand, Brand Meaning
• ASSESS TO MINDS
• BRAND INTENT : Positioning Statement
• EMOTION
• Brand as a Person
• Point of difference
• LINE MANAGEMENT
• How much to associate items
• Complexity, Cannibalization

18. SOCIAL ENGAGEMENT
Is the process of reaching out to potential customers and interacting with
them through social media. It is primarily done in order to draw attention
towards A particular product or A service. It is A two-way channel where A
consumer can share A good relationship with the vendors.
• Use 'social channels' to reach out fans.
• Use social media platforms to announce any event you are organizing.
• Entertain posts your audience is posting.
• Use social media circles to participate in valuable and educational
conversations.
• Participate in social media groups.

19. VIRAL MARKETING
Any hot topic that is infectious is viral marketing. It is 'exposing an idea' for a cause. It
is a message getting viral by passing it from one to another with an intention of
boosting your business
Examples of viral marketing
• ALS ice bucket challenge – ALS association received increased media attention by
soaking the whole world. Even celebrities and entrepreneurs participated in it.
• Ashton kutcher hits 1m – ashton has been a seeding strategist who influenced his
fans by an influencing message that went viral.
• Hotmail went viral – hotmail team placed a link 'want a free email account? Sign-up
for hotmail today.' In the footer of any mail sent from a hotmail account. It was a
viral hit.

25. SOCIAL MEDIA ZONING & TOOLS

26. THE USAGE OF SOCIAL MEDIA IN
BUSINESSES

27. HOW BUSINESSES ARE USING SOCIAL
MEDIA?

28. QUANTITATIVE MEASUREMENT

29. QUANTITATIVE MEASUREMENT
ROI, KPI, AND INTANGIBLE VALUE
When defining your metrics program, be clear about the difference in the types of end
results you are seeking. In addition to ROI—which is nearly always measured in financial
terms like increased revenue, cost savings, or cost avoided as a result of an investment—you
should also define target KPIS—numerical “key performance indicators” like conversions or
new registrations—as well as intangible values associated with simply having a presence in
specific social channels.
SENTIMENT, SOURCE, AND VOLUME
As a starting point in social media analytics, among the most commonly cited metrics are
sentiment—also known as polarity—along with source and volume, measures of the origin
and overall level of the conversations you are tracking. Start with these, but then push
beyond them and understand the processes that drive what you observe.

30. SOCIAL MEDIA ANALYTICS

31. SOCIAL MEDIA ANALYTICS

32. INFLUENCER ANALYTICS

33. FACEBOOK ANALYTICS

34. SOCIAL MEDIA OPTIMIZATION (SMO)
• Howsocialable.Com – find out your social scores.
• Semrush.Com – analyze the social status of your competitors.
• Google insights – analyze the insights of your business, for example, traffic sources,
page views, etc.
• Socialmention.Com – track what people are saying about your company, a new
product, or any topic across the web's social media landscape in real-time.
• Kaushik.Net – avinash kaushik’s blog, “occam’s razor”
• Socialtimes.Com/about – nick o’neill’s “social times”
• Dachisgroup.Com/author/kate – the dachis group’s kate niedehoffer
• Google e-mail alert systems
• Socialmention
• Tweetdeck
• Technorati

35. WEB ANALYTICS

36. WEB ANALYTICS

37. WEB ANALYTICS

38. FACEBOOK

39. YOUTUBE

40. ASSIGNMENT 5 : TESTIMONIAL
• Submission: Oct 20th (Fri), midnight
• Grade: 5 marks
• Type: Individual
• Create a testimonial
40
ASSIGNMENT 6 : KING’S CONTENT
• Submission: Oct 27th (Fri), midnight
• Grade: 10 marks
• Type: Individual
• Create a content regarding King Bhumibol Adulyadej of Thailand to be published on
your page or social media site during the month of October 2017. Your content can be
in any form (VDO clip, Picture, Text). The grade will be allocated based on the quality
of the content and the engagement that the content receive.
• Submit the link of the content that publically post on your page to the excel file
"IMB326.xls" on http://bit.ly/imb326_submission

42. FINAL PROJECT (40%)
42
• Submission:
• Nov 8 : Demo project presentation (10)
• Nov 15-16 : Exhibit at International Bear Garden Festival (5)
• Nov 29 : Final Presentation (30)
• Type : Group of maximum 8 members
• Create Brand (Name, Logo, Identity: Color, Theme etc.)
• Create Facebook Page
• Content and Engagement of the page
• Present your Business Model and Marketing Plan
• Exhibit at International Bear Garden Festival

43. FINAL PROJECT GROUP
Here are the list of 11 groups that got the most vote from today class and will be the
main group for your final project.
GROUP 0 CROWDFUNDED PARTIES (5)
GROUP 2 FIRST PLASTIC FREE UNIVERSITY (15)
GROUP 5 FUTURE MARKET (13)
GROUP 6 EATABLE PACKAGING (8)
GROUP 7 EMOTION CHANGE OUTFIT (5)
GROUP 8 INFLATABLE FLIGHT SUIT (6)
GROUP 9 OUTFIT TRY ON MIRROR (17)
GROUP 11 NO FREE PLASTIC BAG (7)
GROUP 13 FOLD-ABLE BAG (7)
GROUP 18 MALE CONTRACEPTIVE PILL (5)
GROUP 30 PLASTIC SOCKS (8)