The document provides an introduction to a training program on digital marketing run by the KP Youth Employment Program (KPYEP) in Pakistan. It aims to equip university graduates with freelancing and entrepreneurship skills through 6 modules covering topics like social media marketing, traditional vs digital marketing, and popular platforms. The objectives are for learners to understand how businesses can use social media to drive goals and identify which networks different demographics use. Popular platforms discussed include Facebook, Twitter, LinkedIn, and Instagram. Learners will learn about career opportunities in digital marketing fields like being a marketer, freelancer or starting their own business.
2. Understanding KP Youth Employment
Program
KP Gov’t initiative to provide an opportunity to the educated youth to
make their skills earnable for them
2100+ students trained in 2016
Making youth of KP empowered and employed by equipping them
through digital skills
Making youth Job creators rather than job seekers
Promoting culture of entrepreneurship and innovation
3. 6 Sessions Journey With KPYEP
Basic Structure
Basic Purpose : University graduates are taught various freelancing and
digital entrepreneurship curricula by experienced freelancers and digital
entrepreneurs.
Course Duration : 8 Sessions
Modules: 6
Assignments
Assessment(80% passing Marks)
90% Attendance is mandatory for assessment and awarding certificate
4. Learning Objectives
By the end of the course, learners will be able to identify who is using
social media and which networks appeal to which demographics
They will understand the importance of using social media to market
businesses and how social media can help them drive personal or business
goals
5. Module 1(Session 1)
The Social Media Revolution 2017
Does social media have the power to change the world?
How Has Social Media Helped In Bringing Social Change?
What Are The Most Popular Social Media Platforms Amongst You?
Marketing your Business via Social Media
Marketing
Traditional Marketing
6. Module 1(Session 1)
Digital Marketing
Traditional Marketing VS Digital Marketing
Social media marketing (Social Media Networks)
Facebook
Twitter
LinkedIn
Instagram
7. The Social Media Revolution 2017
96% millennial are on social media
If Facebook were a country it would have been 3rd largest in the world
80% companies in the world use social media for recruitment.
60 million Facebook updates happen on Facebook daily
…we no longer search for news, the news finds us
We will no longer search for products, they will search us via social media
8. Does social media have the power to change
the world?
41.2 million tweeter users in Brazil
90 million users of Facebook in India
60 million website users in China
Creating a digital global village
9. How Has Social Media Helped In Bringing
Social Change?
In Jamaica information about HIV was spread through social media
platforms
Citizens in Mexico report about drugs and crimes via social media
“I paid a bribe” for reporting corruption in India
Fundraising video for Syria was viewed by 30 million
Toppled governments in Libya, Egypt etc.
10. What Are The Most Popular Social Media
Platforms Amongst You?
11. Marketing your Business via Social Media
More than 90% of marketers use social media in their campaigns.
77% of fortune 500 companies have active twitter accounts and 70% of
them have active Facebook pages.
Two-way dialogue with customers
Social media also increases the visibility of brands
Encourage and empower employees to amplify key marketing content with
their networks
Effective tool for brands in managing a PR crisis.
12. International Brands Spending On Digital
Media
Coca-Cola, GSK, Nestlé and Pepsi have almost doubled year-on-year
Allocating as much as 12 to 15% of their total budget for online marketing,
a figure expected to go as far up as 20% by the end of the next year
40 to 60% of the population in Pakistan and are estimated to spend more
than 60% of their waking hours online
“The objective is no longer to reach the maximum number of people but
rather to reach the right people,”
13. Marketing
Marketing is the process of teaching consumers why they should choose
your product or service over your competitors. If you are not doing that,
you are not marketing
the process or technique of promoting, selling, and distributing a product
or service
15. Traditional vs. Digital Marketing
ROI is usually expressed as a percentage and is typically used for personal financial decisions, to
compare a company's profitability or to compare the efficiency of different investments. The return on
investment formula is: ROI = (Net Profit / Cost of Investment) x 100
Factor Traditional Digital
Reach Limited to Area Global
Targeting Not Specific Very Specific
Price Very Expensive Not Expensive
ROI
(Return on investment)
Not Guaranteed Guaranteed
16. Digital Marketing
What it is and why it matters
Digital marketing, the promotion of products or brands via one or more
forms of electronic media, differs from traditional marketing in that it uses
channels and methods that enable an organization to analyze marketing
campaigns and understand what is working and what isn’t – typically in
real time
18. Digital Marketing
SEO (Search Engine Optimization)
SMM (Social Media Marketing )
SEM/PPC (Search Engine Marketing/ Pay Per Click)
Inbound marketing is a strategy that focuses on attracting customers,
or leads, via company-created Internet content, thereby having potential
customers come to the company rather than marketers vying for their
attention. This type of marketing tries to make it easier for customers, who
are already actively looking for goods or services via the Internet, to find
what a company offers
19. Social media marketing
Social media marketing refers to the process of gaining traffic or attention
through social media sites
Organic Marketing
refers to the act of getting your customers to come to
you naturally over time, rather than ‘artificially’ via paid links or boosted posts
Paid Marketing
refers to all forms of marketing use of social media where
advertisers pay for ad placement. More common forms of paid social
media are: Facebook ads. promoted tweets. LinkedIn ads
20. Social Media Marketing - SMM
SMM
Vine
LinkedIn Google+Twitter
Facebook
Pinterest
YouTube
Quora Flickr
Tumblr
Snapchat
WhatsApp Reddit
Line
PeriscopeInstagram
Wechat
21. Facebook
This is the biggest social media network
Founded on February 4, 2004
More than 1.59 billion monthly active users
1 billion active users
App is available in both play store and app store
URL: www.facebook.com
Founders
Mark Zuckerberg
Dustin Moskovitz
Eduardo Saverin
Andrew McCollum
Chris Hughes
23. Twitter
Twitter was founded on March 21, 2006 and has its headquarters in San Francisco,
California
560 Million active users
140 characters limit post
Use the targeted ads with specific audiences(Paid Marketing)
App is available in both play store and app store
5700 tweets happen every second
URL : www.twitter.com
Founders
Jack Dorsey
Noah Glass
Biz Stone
Evan Williams
25. LinkedIn
Founded on December 14, 2002, and launched 0n May 5, 2003
Professional social media network
240 million active users
Available in 24 languages
App is available in both play store and app store
URL : www.linkedin.com
Founders
Reid Hoffman
Jean-Luc Vaillant
Eric Ly
Konstantin Guericke
Allen Blue
27. Instagram
Instagram is a visual social media platform
launched on October 6, 2010
400 million active users
Owned by Facebook
App is available in both play store and app store
The user can post only video and picture with text, only text not allowed
to post
Kevin Systrom is the CEO and co-founder of Instagram
30. Class Activity
Conduct a discussion in class and ask the learners which social media
platforms do they use and why?
See what are the most popular social media platforms amongst your
learners
In class activity: The importance of social media marketing, its
evolution and current trends (By Trainer as well as Trainee)
31.
32. Assignment
Present a 500 - 800 words document on the current Social Media Trends
in Pakistan as of 2017.
Your research can present qualitative or quantitative research/data or
both.
Highlight all sources used.