social media marketing basics, strategy planning, and phases for business organisations.

1. SUB BY- DARVESH M
DMS
PONDICHERRY UNIVERSITY
SUB TO-Dr.S.Victor Anandkumar
Professor, DMS
Pondicherry University

2. THE HORIZONTAL REVOLUTION
• Digital Natives- The term originated in 2001 article by “Mark prensky” titled
“Digital natives, Digital immigrant”.
These are students who are born in an era of digital
technology and are growing in a highly networked &
always on world.
• Today internet is the backbone of the society. We moved from a simple
one way communication to fairly interactive social system 24*7.
• Widespread access to devices like smartphones, Laptops, smart watches, Digital video & Audio
recorders ensures anyone in any part of the world can create and share content.
• Information not only flow from big companies to government to rest of us but each of us are
able to communicate with everyone with just a click. So information flow across people.

3. SOCIAL MEDIA
• Social Media are the online means of communication, conveyance,
collaboration and cultivation among interconnected & independent
network of people, communities & organisations enhanced by
technological capabilities & mobility.
• Like traditional media, social media includes several channels and
within each channels there are specific vehicles.
• For example, television is a broadcast media & the “Today show” is a
vehicle within the medium of the television.
• Social communities are a channel of social media & “Linkedin” is a
vehicle.

4. SOCIAL MEDIA ZONES
• Four major zones- Social communities, Social publishing, Social entertainment & Social commerce.
• Each channel incorporates networking, communication functionality & sharing among connected
people, but they each have a different focus.
• Communities are focused on relationships, Publishing features the sharing & promotion of the
content. Entertainment channels are geared to fun & shared uses of social media. Commerce
address the shopping functionality of social media applications.

6. WEB 2.0- DEFINITION
• According to ‘Tim O Reilly’ Web 2.0 is defined as development’s in online technology that makes
interactivity possible as it offers users control, freedom & the ability to participate in a dialogue.
• Web 2 fundamentally changed consumers role as well as the role of providers in the delivery of
information, entertainment & communication tools.
• Web 2 adds value by ramping up the fifth ‘P’ of marketing called ‘Participation’. Engaging customers will
be having more stake in the process & this will result in more satisfied outcome for producers &
consumers.

7. SOCIAL MEDIA- CHARECTERISTICS
• The web is the platform- User interact with Web 2.0 services & applications in a host of different
situations, Locations & times.
• User participation, User generated content & crowd sourcing- Concept of collective knowledge
from large people for solving problems.
• User defined content- Sorting content by relying on users than pre established system.
• Network effects- Each additional user add value to all other users. Eg..’Amazon recommendation’
• Scalability- Able to grow & expand capacity as needed without negatively affecting the contribution
margin of the business.
• Perpetual beta- Always changing & responding to the needs of the community.
• Reputation economy- Users trust other users as a source of knowledge.

8. SOCIAL MEDIA MARKETING
• Definition- Use of social media to facilitate exchange between consumers & organizations. It’s
valuable to marketers because it provides inexpensive access to consumers & a variety of ways to
engage & interact with consumers at different points in the purchase cycle.

9. Phases of social media marketing maturity
• Trial phase-
1) First phase of the adoption cycle. Organization just test the social media platforms.
2) Mostly focus on learning & exploring the potential.
• Transition phase-
1) Organisation mature in their social media marketing. More systematically they leverage social
media for their advantage.
• Strategic phase-
2) Organisation uses formal practices to plan SMM activities with clear objectives & metrics.
Social media will become a key component to the organisations marketing plan.

10. STRATEGIC PLANNING IN SMM
• The process of strategic planning is three tiered- Beginning at corporate level, then moving to
Business level and lastly moving to functional areas of organisation, including marketing.
• Marketing plan outline-
1) Perform situation plan analysis.
(Internal, External & Swot analysis)
2) Set marketing objectives.
3) Target one or more segment of consumers.
4) Select social media channels & vehicles.
5) Create an experience strategy encompassing selected zones.
6) Establish an activation plan using other promotional tools if needed.
7) Execute & measure the campaighn.

11. • Situational analysis-
1) Starts with the research on the industry & Competitors, Product category & the consumer market.
2) Details the current problem or opportunity organisation faces.
3) Will typically include a social media audit & examination of the
Internal & external environment of the organisation.
4) The internal environment refers to the strengths & weakness of
the company where as external environment refers to the brands
competition.

12. • Profile the target audience-
1. Focus on social media profiles of the targeted audience based on the
demographic, geodemographic , Psychographic & Product- usage
characteristics.
2. Will get a clear understanding about the target markets social activities &
styles.
3. Such as their level of social media participation, the channels they utilize,
the communities they are active & their behaviour.

13. • Select social media channels & vehicles-
1. The zones of the social media makes up the vehicle & channel
choice available for a social media mix.
2. This mix describes the combination of vehicles the strategy
will include to attain the organisation objectives.
3. For example if the target audience includes college students , the
planner may determine that the campaign should include social networking,
social publishing & social games.

14. • Create an experience strategy-
1. Creative message strategy ie.. The creative approach we uses in the campaighn.
2. This should flow from brands positioning statement. Positioning statement succinctly captures the
heart of what brand is & what the sponsor wants to become.
• Execute and measure outcome-
1. Final stage of social media marketing strategic planning
process.
1. The data gathered on all aspects of social media plan are
used to provide insight for future campaigns.