Social Media Marketing helps in building a strong community around a brand. The community could be built on Facebook, Twitter, Instagram, LinkedIn, YouTube etc. based on the nature of the brand, type of customers and the content strategy.

1. Social Media Marketing
Anandan Pillai

2. Social Network Users in India
390 Mn 62 Mn 100 Mn

3. Top Brands
Source: SocialBakers

4. Top Brands
Source: SocialBakers

5. 2019 Media Spends
4640
3608
3429 3414
375
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Video SEM Social Display Affiliates + Content +
Influencers
Digital AdEx (in INR Crores)
Source: Pitch Madison Advertising Report

6. Is it…
COMMUNITY
MANAGEMENT
OR PAID ?

7. Has Social Media transformed?
Community Size Mattered
2007 – 2010/11
Contests Driven Engagement
2011 – 2016/17
Emotional Content + Commerce
2016/17 onwards

8. 7 Cs of Social Media
Marketing
Channel
Community
Context
Conversations
Curation
Cross-channel dynamics
Commerce

9. Channel

10. Social Media Channel
Personality

11. Community

12. Decisions
• Who?
• How much?
• Organic vs Paid
• How long?

14. Context

15. Context
Maintain Brand Awareness
Product Launch
Festive Engagement
Trending Topic (Topical Marketing)
Social Issues
Milestones
Employer Branding

16. Maintain Brand Awareness

17. Product Launch

18. 7 Cs of Social Media
Marketing
Channel
Community
Context
Conversations
Curation
Cross-channel dynamics
Commerce

19. Festive
Engagement

20. Festive
Engagement

21. Trending Topics

22. Social Issues

23. Milestones

24. Employer Branding

25. Employer
Branding

26. Conversations

28. Online Reputation Management

29. https://www.anandanpillai.com/zebronics-twitter-customer-support/

31. What’s your
comment on
this emailer?

32. Online Reputation Relationship Management

33. Curation

35. Why Curate?
• Break monotonous
• Involve the larger audience ‘actively’
• Delegate brand ownership
• Larger & effective word of mouth
• Wider organic reach

40. Influencer marketing
agencies in India
• www.theinfluencermarketingfactory.com
• www.chtrbox.com
• www.whisskers.com
• www.letsinfluence.io
• www.grynow.in
• www.brandloom.com
• www.whatstheword.co
• www.hdkdigital.com
• www.influencer.in
• www.urpopular.com
• www.talkwalker.com

41. Sample list of
influencers
• Source: Talkwalker

42. How to find
influencers?

43. What factors
should you be
vary of?
Source: Talkwalker

44. Cross-channel
dynamics
Yes or No?

45. Commerce

46. Measurement
• Engagement
• Facebook – Reactions (various), Comments (Positive
/ Negative / Neutral), Shares
• Twitter – Likes, Retweets, Replies, DMs
• LinkedIn – Likes, Comments, Shares
• Instagram – Likes, Comments, Reposts
• YouTube – Likes, Dislikes, Comments
• Growth in community size
• Website Traffic
• Brand Awareness (regular measurement at
equal intervals, say every quarter)
• Word of Mouth (will your community
recommend your brand?) - Survey
• Sales / Leads / Footfalls

47. Thank you