This document discusses social media advertising (SMA) and provides tips for an effective SMA strategy. SMA focuses on paid advertising on social networking sites by targeting users based on their demographic profiles. The key benefits of SMA include generating customer relationships, increasing visibility and brand awareness, reaching engaged customers, and increasing customer loyalty. The document outlines a 7-step SMA strategy and provides additional tips on using free social media to test ads, taking advantage of targeting options, and designing ads for mobile usage. It identifies the top 6 social networks for ecommerce advertising and emphasizes testing different social media channels to find where target customers are most concentrated and engaged.

1. By:
Nandini P
MBA
Pondicherry University
SOCIAL MEDIA
ADVERTISING

2. UNDERSTANDING SOCIAL MEDIA
MARKETING
• Social media marketing (SMM) is a form of Internet marketing
(unpaid efforts) that utilizes social networking websites as a
marketing tool. The goal of SMM is to produce content that users will
share with their social network.
• The Goals of SMM
1. Drives Traffic to your Website
2. Customer Reach is enhanced
3. Relationships are enlarged
4. Brand Presence is increased
5. Provide Basic SEO

3. SOCIAL MEDIA ADVERTISING
• Social media advertising (SMA) is a term used to describe online
advertising (paid efforts) that focus on social networking sites
• One of the major benefits of advertising on a social networking site
(e.g. Facebook, Twitter) is that advertisers can take advantage of the
users demographic information and target their ads appropriately.
• Social media advertising combines current targeting options (like
geo-targeting, behavioural targeting, socio-psychographic targeting,
etc.), to make detailed target group identification possible.
• With social media advertising, advertisements are distributed to users
based on information gathered from target group profiles.

4. WHY SHOULD YOU CONSIDER DOING
SOCIAL MEDIA ADVERTISING?
• Generate Customer Relationship
• Visibility Increase
• Reaching the Engaged customers
• Target the Specific customers
• Increase the Brand Awareness
• Increase your Customer Loyalty
• Test Drive the Promotions
• Increase Flexibility

5. • Step 1: Know Your Objectives &
Choose the Best Objective
• Step 2: Carefully Select Your
Social network
• Step 3: Find the Middle Ground of
Your Social Audience Targeting
• Step 4: Concentrate Organic
Content
• Step 5: Have a Specific level of
Users Arriving From Ads
• Step 6: Optimize Your Social
Bidding
• Step 7: Refresh & Test Everything
on a continuous basis
7-STEP SOCIAL MEDIA ADVERTISING
STRATEGY TO BETTER PERFORMING ADS

6. SOCIAL MEDIA ADVERTISING TIPS
• Use free social media to test your paid ads
• Take advantage of targeting
• Circulate your ads frequently
• Update your ads according to the current availability
• Use small samples to test your ads
• Research on how ads are sold on different social networks
• Design ads according to mobile usage

7. SOCIAL MEDIA CHANNELS
• The 6 Best Social Networks for Ecommerce Advertising

8. SOCIAL MEDIA ADVERTISING
• Main advantage of social advertising is that there is virtually no limit
to your enhancement.
• One don’t have to rely on other promote or read your blog. If you
want to reach 5,00,000 people in one day, you can.
• Which social media network you choose will depend on 3 VERY
important factors:
1. Where your target customers are most concentrated (usage, groups,
etc.)
2. Where your target customers are most accessible (preferred media, ad
targeting, etc.)
3. Where your target customers most actively engage with ads (testing
required)

10. ROI IN SMA