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

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

2. What is Social Media ??
•Social media involves a natural, genuine
conversation between people about something of
mutual interest, a conversation built on the
thoughts and experiences of the participants. It is
about sharing and arriving at a collective point,
often for the purpose of making a better or more-
informed choice.
People + message + Internet = social media

3. An Example
Who
Is
Anna Hazare ???

6. How Does Social Media Differ from
Traditional Media?
•Social Media involves online social channels.
•Social media changes over time, it evolves.
•Social media is participative: the “audience” is assumed to be part of
the creative process or force that generates content.
•Social media is not a ‘thing’, it is a collaborative process that allows
you to create, share, alter and destroy information.
•Social Media is not controlled by anyone or by an organization. Being
part of the conversation instead of being defined by it

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

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

9. Blogging
•Every company should have a blog, and it should be the center of your
social marketing efforts.
• Pick a niche you can own, stay away from crowded areas, and bring
your unique voice.
• Get a good design. Without one, you’ll find it hard to be taken
seriously.
• Establish a consistent habit of regular posting, and stick to it.
• Get to know other bloggers in your industry and become a valuable
part of their community to increase the visibility of your own blog.
• Mix up content types and add multimedia.

10. Micro-Blogging| Twitter
•Microblogging is a quick and easy way to get into social media and
promote your content.
• Set up your account for optimal following and tweeting, with a good
avatar and an optimized bio.
• Follow people you already know, and search for people who tweet
about your interests and follow them.
• Twitter is all about two-way conversations; engage with people, don’t
just broadcast.
• Ask for retweets (politely) to get them.
• Use Twitter clients that help you manage your account on your
desktop and mobile device.

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.

13. Social Media Marketing, Defined
• Active Listening
• Advertising Presence
• Engagement Advertising
• Advertising in a Social Context
} 99% of that “80”
is right here…
• Organic Social Media Presence
• Collaborative Presence
• Internal (Employee) Applications

14. Shift in Social Media Marketing Techniques
• Targeted Ads
• Social Context
• Measurable

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 The value of the opinions and
Bounce Rate conversations to those interested in
purchase.
ENGAGEMENT Pass Along The interest levels in your message:
Comment to post ratio Are customers willing to pass a
Diggs, Stumbles, referral along given a potential gain
Bookmarks or loss of personal “social capital”?
Podcast Listens and
views
LOYALTY Blog post for Brands The context and intensity of blog
Recommendations posts. Are people sticking up for you?
Twitter and Similar 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, To whom your social media
Demographics campaign is appealing.
Geographical Locations
INFLUENCE Time on Site How involved your audience is with
LOYALTY Bounce rate your message and brand, product,
service as a result of exposure to
social media
ACTION Conversions The number of times a desired
Reviews outcome occurs following exposure
Recommendations to your holistic campaign. Tweets or
Tweets and similar similar references to a definite
purchase or action reveal this as well.

21. Building a Social Strategy
• Active Listening
• Social Computing Policies
• Organizational Alignment
• Business Objectives
• Customer Assessment
• Measurement Program
• Integration Plan

22. Thank You 