Any site or app that aids in the engagement of a group for any cause is called a Social Media platform It is the collection of online channels where people come together for interaction and sharing of information It is also termed as Social because users are free to air their opinion and there is no restriction There are primarily two ways of marketing using these platforms like FB (Facebook) / LinkedIn / We Chat / Instagram / Twitter

1. SMM Options – What is the Way Forward?
SOCIAL MEDIA – AN OVERVIEW
What is Social Media?
Any site or app that aids in the engagement of a group for any cause is called a Social Media platform
It is the collection of online channels where people come together for interaction and sharing of
information
It is also termed as Social because users are free to air their opinion and there is no restriction
There are primarily two ways of marketing usingthese platformslike FB (Facebook) / LinkedIn / We Chat /
Instagram / Twitter
1. One-to-One Marketing
In this strategy you are selling to an individual who is looking to invest based on some detailed research
that he / she has done.
This is done through different technologies like messaging / voice note / F2F (Face to Face) meeting
Ideal for service-based solutions that are charged on the time the person spends with the user
Onsome exceptional cases, this canalso be structured for customized products wherethereis a significant
need of personal time
In this type, the human involvement is much higher than the automation component. E.g., High-end
products that must be customized by experts, like corporate software or home audio-video systems.
2. One-to-Many Marketing
In this strategy you are selling to a group who are open to experimentation as the investment is not that
high
This is done through automated solutions like Ads / Emails/ recorded webinars. Ideal for product-based
solutions that are charged on the volume of sales done
Onsome exceptional cases, this canalso be structured for productized services where there is a significant
need of technology

2. In this type, the human involvement is much lesser than the automation component. E.g. Products like
eBook or nutritional supplements or services like a webinar or membership
Is Social Media a fad?
 Almost all marketers agree that Social Media is important for their business
 More than 3/4th
of the firms attests that there was a significant increase in traffic after their SMM
(Social Media Marketing) campaigns
 Tweeting is the new normal – Any segment is usingit: Actors / Politicians / Businessmen / NGOs–
All of them are seeing it as a method of reaching their TG (Target Group) more effectively
 It’s a better mechanism for getting the transparency levels to a higher scale as the number of
mobile and tablet users are increasing (More than PC users)
Organizations get social
Due tothis highly engagingplatform, yourcustomers haveavery hight potentialtobecome good endorses
of your brand – quickly, which can enhance your conversions
This structure aidsin makingthe decision to buy, much more comfortableand palatable. Since purchasing
andconversions are moreimpacted by referrals of close acquaintances / family, SMM hasa bigrole toplay
In the earlier scenarios, yourcustomers’ experience with yourbrand was limited to the knowledge at the
individuallevel – butnow all thedetails lie on the web andit hasbecome a hygienefactor for Social Media
to be present for these actions
Social Media Uses
The departments in your organization that would need this are Marketing & Sales, CRM (Customer
Relationship Management), Product Management, HR (Human Resources)
 Marketing & Sales – Understanding the markets needs based on demand-supply scenarios /
targeting / customer need / geographic requirement / demographics
 CRM - Understand post purchase behaviour including competitor analysis and keeping the
customer happy
 Product Management – Launching new products based on research and then doing a focused
group testing
 HR – All requirements of hiring and training
Basically, all the needs of your firm can be handled by the Social Media platform
Types – Owned / Rented
Online presence can be looked at in three ways
1. Blogs& Forums where you have100% controlandyou will haveto putthe effort to get the people
who are interested in your business, is called as Owned properties
2. Rented properties examples are Fan pages on Facebook. Here, you have the control, but you do
not own Facebook. It’s more of a pseudo control as you don’t have complete control on it
3. Being a representative on a forum/board such as Reddit where you have 0% control, it is termed
as Occupied properties

3. SOCIAL MEDIA MARKETING
What is SMM (Social Media Marketing)?
It is a strategy where you engage with your potential customers on the Ad platforms / regular feeds of
social media like FB, LinkedIn, Twitter etc.
The objective of this is to complete the business needs of any department in your firm to enhance your
positioning through brand awareness or lead generation
Why Invest in Social Media
It givesyou the pertinentaccess that youare lookingfor – since yourpotential audience is nowon any one
of the social media. The combined audience base onthe all the major platforms is close to 3 billion which
is almost 50% of the population
This strategy provides thekind of data, which is not availableelsewhere and asmarketers, you haveaccess
to such information that can catapult your business into a different plane
It is a mechanism that is not disturbing or creating an issue for your TG (Target Group) as the Ads are
delivered based on the needs / information provided
Despite the rates coming down on traditional channels like TV, Radio, Print; SMM is still one of the best
platforms for running low-cost ads (FB can do Ads at cost as much as INR 50 / day)
One of the biggest benefits of SMM is that you can integrate Offline Events with these platforms so that
information like events in mall can be shown here – that can increase the foot-falls
It can also aid in showing the details, once the event is over
There are deeper solutions availableon these platforms that can give information aboutyour competitors
and what kind of Ads are they doing?
The 4 Pillars of Social Media Marketing
1. Once sale is made, to make yourcustomers turn as evangelists requires you to be highly attentive
to their needs and this is termed as Social Listening
2. SocialInfluencing is the next pillar which is a strategy of managingyour contenteffectively so that
it can be created as per market needs and distributed effectively
3. Identifyingand finding outpeople who can build yourbrand andtake it effectively in the marketis
Social Networking

4. 4. Social Selling is the final strategy – It is the method of generating qualified leads so that there is a
higher chance of conversion
The Problem – Lack of Planning
Not planning properly is one of the major issues faced by businesses when setting up the ads for the
business requirements.
It is like taking a leap of faith without understanding the outcome. When you use the data properly, the
chances of closures are much higher
Social Media Marketing Strategy – Best Practices
All the elements of SMM includes the objectives of the campaign, the demographics of people, the
geography of the campaign and the Ad style.
It is based on marketresearch thatis doneon various elements of the campaignthat has been mentioned
above
It should also take into consideration the strengths that you carry – including various elements like your
brand, team, company holders etc.
Create an Editorial Calendar
A structure that enables giving the right mix of contents over the complete week is called an Editorial
Calendar
FACEBOOK – BASICS
Key Points
 It was started in Feb ’04 and has close to 1.7 billion people – which is almost 1/4th
of the world’s
population
 There are two types of profiles on FB viz. Personal and Business. The Business profile has a page
which has got more options than the personal profile

5. PERSONAL
BUSINESS
 Business profile is pertinent for firms / film personalities / politicians
o It aids in the main requirement which is of creating Ads – A business profile with an FB
page is the key requirement and many other strategies
LIMITED FLEXIBILITY

6. CAN ADD MULTIPLE PAGES AND ACCOUNTS
CAN MANAGE TEAMS
EXTERNAL AGENCIES CAN BE EMPLOYED

7. Engaging strategies
Having a schedule for posting daily is the key to keeping your users engaged in a productive way
 You should havea good disciplined approach:posting3 to5 posts / day as per what yourTG needs
 The Editorial Calendar can act as the benchmark and also keep an eye for all types of holidays,
when the viewership has high chances of reducing
Be direct andask for feedback – Don’tbe hesitant. You can ask for what you need. MoreLIKES SHARES are
always good
In this phase, being cognizant of your user’s requirements is a perfect strategy so that your SMO (Social
Media Optimization) is as per your plan
Reciprocation is a key strategy here, as it will increase your fan following exponentially and will pave the
way for business expansions
Hold contents & events during this time period as there are high chances of your users engaging
FB Profile or FB Pages
If you want to enhance your Personal Branding, then FB profile is enough – Good for personalities who
don’tneed too much of marketing. But, if you are running a firm and RevenueGeneration is an important
requirement, then FB pages are needed
So, asshared earlier, aFBpage isneeded tohavea Business Accountthatisagood startingpointforrunning
your ads
Components of a Facebook Page
A Facebook page hasseveral components, which you’llwanttobe familiar with before launchingyourown
page: viz. Profile Photo;Cover Photo;About;Contact Info; Visitor Posts;Liked by this page;Settings
Page; Timeline; Pinned Posts; Tabs
Why do People Follow Brands on Facebook?
Lookingfor a discount/ Find products andservices they use / A convenient way to stay abreaston updates
/ Interact with other people /Because their friends are doingit / Because of a recommendation / They are
looking to express their gratitude & loyalty / They may have a question / They want to offer a feedback:
Creating a Facebook Content Strategy
There are two waysthatyou canuse FBviz. If you are a well- entrenched brand, then yourapproach should
be different and if you are a newbie, it should be a different approach

8. FB can be used for any of business goals for all departments ranging from increasing yourfirm’s presence
int the market to having a massive growth in revenues
Whatever, be the need, a proper FB strategy needs to be planned, before sharing posts on the FB walls –
As the focus should be more than jus like, share and poke
Today’s trends are movingtowards snackablecontent – It means that the information thatis being shared
should be light – probably not more than a minute as this is place for hanging out
Use different thoughts tokeepthe content fresh. This could be information that you got as feedback from
your users / things written on your site or blogs.
Facebook Groups
Apartfrom thedefault group typewhich isthe PublicGroup, ifyou wanttokeep yourinformation restricted
and do not want other to know about it, you have two options
You could create a Closed or Secret Groups. Both have the core benefit of holding the information within
the group, but there are some differences
Closed and Secret Groups
Both closed and secret groups are private. However, there are some differences:
A closed group shows up in a Facebook search, and anyone can request membership. The group’s
administrator can approve membership requests or set the group up so that anyone can approve new
members.
With closed groups, you can also see a list of all members of that group, even though you can’tsee any of
the messages, images, or other interaction.
A secret group doesn’t show up in a search, and members must be invited to join.
You (or another member) have to be Facebook friends with a person to invite him to join a secret group,
and all membership is approved by the group’s administrators.
In fact, many families use secret groups to keep in touch and share photos withouthaving to worry about
outsiders viewing their personal family details.
If you’renota member of a secret group, you can’tsee that group’s updates ormemberlist, andyou can’t
access the group at all without an invitation from a member.
Facebook Algorithms – How to Make Facebook Work for You
A few years back, FB decided to give importanceto social interactions more than professional likes which
mean that your posts could get shown if it was liked more by family & friends
Some ranking factors that came into consideration after these updated strategies - These are comments,
reactions, comment replies, sharing links over messenger to a group of friends, engagement on shares

9. Other factors were average time spent oncontent, time of the post, story type, profile completeness, how
informative is the post
Facebook for Marketing
Facebook – easily the world’s most popular social network, where people from all demographics and
professions come together to stay in touch
Havingmillions of peopletogether at oneplace is the perfect opportunity forany brand toraise awareness
and build a community ofprospects, customers and evangelists. If you’renoton Facebook, you’remissing
out on a big opportunity.
Quite simply, Facebook is where the people are — and your business has to be where the people are, if
you want to succeed.
Peoplewho like, or sharecontentfrom a brand onFacebook aremore likely tobuy from thatbrand. Butdo
not be carried away: a like doesn’t always mean they are going to buy from you.
It simply means they like what they see and want to find out more aboutyou and to receive updates and
news regarding products and services.
They may have had a positive experience with the brand and want to engage more. In any event, it’s
important to know why people are so willing to like a business on a social network.
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