Social Media Marketing - Part 1, Marketing & Advertising Club, VGSoM, IIT Kharagpur

1. Social Media Marketing Facilitator: Sagar Naveen Zalavadiya M.A.D Club

3. An Example Who Is Anna Hazare ???

7. Social Media: The Big Picture The bigger question is, “What are they using it for? consumer-generated (Think “megaphone”) marketer-generated (Think “funnel”) word-of-mouth be aware consider buy use form opinion talk

8. Social Media Channels “ We are the people formerly known as the audience." With TakeAway Tips !!!

11. Social Networking • Social networks allow you to build direct and personal relationships with your customers. • People should have profiles; companies should have pages. • Set-it-and-forget-it is not a good social network marketing strategy. Be active with updates and interaction. • Know your audience and select the social networks where they can be found. • Motivate your fans to create content on social networking sites for you. Organic content is much more convincing. • Give your fans a place to interact with your company and one another.

12. Media Sharing • Media-sharing sites make it easy for you to produce and distribute multimedia content to millions of viewers. • Leverage all your existing media by posting it to media-sharing sites. • Use tags effectively; always include more than you think you need. • Shorter is better when it comes to videos; produce bite-size content. • Use open licensing and embedding features to encourage your viewers to share your media for you. • Inspire your fans to create organic content about your brand.

15. Shift in Social Media Marketing Techniques Engagement Ad Engagement Ad with Social Context Organic Impression

17. Facebook Ads Cost: CPC vs. CPM Explained An “impression” is a display of your advertisement. So anytime your advertisement gets displayed to a user, your ad is getting an “impression”. http://www.facebook.com/business/ads http://www.facebook.com/business/sponsoredstories/ http://www.facebook.com/business/platform/

18. Social Media Hierarchy of Needs

19. Social Media Analytics and Business Metrics Measure Metric Reveals INFLUENCE Time on site Bounce Rate The value of the opinions and conversations to those interested in purchase. ENGAGEMENT Pass Along Comment to post ratio Diggs, Stumbles, Bookmarks Podcast Listens and views The interest levels in your message: Are customers willing to pass a referral along given a potential gain or loss of personal “social capital”? LOYALTY Blog post for Brands Recommendations Twitter and Similar The context and intensity of blog posts. Are people sticking up for you? This can have a direct impact on whether or not this information makes it to the consideration process.

20. Social Media Analytics and Business Metrics Measure Metric Reveals AUDIENCE Referrers, Demographics Geographical Locations To whom your social media campaign is appealing. INFLUENCE LOYALTY Time on Site Bounce rate How involved your audience is with your message and brand, product, service as a result of exposure to social media ACTION Conversions Reviews Recommendations Tweets and similar The number of times a desired outcome occurs following exposure to your holistic campaign. Tweets or similar references to a definite purchase or action reveal this as well.

22. Thank You 