SOCIAL MEDIA MARKETING

Agenda
• Introduction
• Value of Social Media
• Foundations of Social Media
• Social Media Best Practices
• Facebook
• Twitter
• Linkedin
• Youtube
• Instagram
• Quora
• Other Social Channels
• Social Media Channel- Breakdown

Introduction- What is Social Media
• “Social Media is the Umbrella term that defines the various
activities that integrates technology, social interaction and
construction of words, pictures, videos and audio”- Wikipedia
Its actually the
zillions of
conversation
people are
having 24/7
over the
internet

• Social marketing is the process of creating reach and
engagement on-site and off-site with social networks
in reference to your own product related content.
• The ultimate goal is to enable brands to measure the
return on investment for social media activities and
make more accurate, customer-driven decisions
about social.

Value of Social Media
• Real time
• Collaborative in nature
• Collective thinking
• Influential
• Open
• Almost free
• No geographic boundaries
We as humans are a
society and for the first
time with the success
of social media we
have the proof that we
are social animals too!

Why Social Media ?
• Able to connect people across globe.
• High interaction & engagement.
• Word of mouth engagement.
• Two communication channel for your market.
• To build brand & loyalty.
• Improve leads & sale.
• High ROI.
• Boost traffic and search ranking.

Social Media- Why We Should Care
• 3 out of 4 people across the world use Social Media.
• 2/3 of Global Internet Users visit Social Media Accounts on a
Daily Basis
• Visiting Social Media Accounts is the 4th most popular activity
across the World.
• Social Media is Democratizing Communication
• Social Media is “Word of Mouth” in Steroids.

Social media marketing is of two types
Native advertising – Maintaining brand pages and
influencing users on social marketing
Sponsored ads – Paid content related to the
brands

Native Social Media
Native social Media will helps to maintain your presence
across all social media channels by creating your profile,
fan page or business pages to interact with your
communities.
Why Native SMO
 Reach your targeted communities instantly.
 Able to communicate with your followers & friends.
 Two communication for better services.
 Create Brand Buzz.
 Build Loyalty.
 Free Form of SMO

Sponsored Social Media
Sponsored social media will be action as paid source to
reach your targeted audience within short span of time
across your targeted communities.
Why Sponsored SMO:
 More reach than organic.
 Great engagement instantly.
 Able to target across globe around the clock.
 Great buzz about brand.
 High traffic
 Good conversion
 Good ROI

Social Media- How is it different from other DM
Channels
• It’s a 2 way relationship
• Consumers want to connect with brands and feel friendly- Its
an intimate relationship
• It helps in influencing people to buy a product. (they don’t
want to be sold anything
• It Amplifies your content- Global word of mouth
• Makes you stand out (uniqueness)
• Make you stand out as an expert
• Your Business can self publish

The Foundations of Social Media
• Content
• Search
• Publishing
• Re-publishing

Types of Social Media Content
• Videos
• Infographics
• Images
• Case Study
• Whitepapers

Content Calendar- Your Secret Weapon
• Its your ultimate plan
• It creates a fame work for ideas (themes)
• The calendar helps you to stay consistent

Content Calendar- What Should go on in it
• Content that fits your Brand
Theme based weekly posts
How to articles, webinars
Case Studies
Product related stories
Business related infographcics, stories press releases
• Tested Content
Does my content match my brands marketing efforts
Is my content interesting
Does my content encourage shares and likes
• Keep an eye on the surrounding

Content As Per Channel

The Art of Publishing
You want your content to reach your audience and
make an impact.
• Twitter: 5 times a day (maximum if 20)
• Facebook: 2 times day
• LinkedIn: 1 post a day
• Google +: 2 posts per day
• Pinterest: 2 posts per day
• Instagram: 1 post per day

AP Disaster Management

Sachin British Airways Controversy

Sachin – British Airways
Controversy

Channels of Social Media
• Facebook
• Twitter
• LinkedIn
• Pinterest
• Google Plus.
• You Tube.
• Social Groups
• Meet Up’s

Facebook

Facebook
• A great virtual platform which connect world with a
single account. It is a never-ending virtual social
gathering filled with adopted puppies, cute LOL
kitties, baby announcements, viral articles and
videos, events, groups, organizations and fan pages.
• As Facebook has 500 + million people and half (250
million) log into their accounts each day, it is action
as the primary source for great traffic & leads.
• Now Facebook is more than a social networking. Its a
platform and also a search engine (Supported By
Bing)

What exactly is Facebook®?
• Facebook® is a “social networking website”
• Facebook® is a free service that allows you to create
an online page to connect with friends, family, or
make new friends with anyone anywhere.
• On your Facebook® page you can share pictures,
personal information , messages, videos , join groups
and add applications.

Facebook - Organic Vs Paid
• Organic reach:
The number of unique people who saw your post
in news feed or on your page, including people
who saw it from a story shared by a friend when
they liked, commented on or shared your post,
answered a question or responded to an event
• Paid reach:
The number of unique people who saw your post
through an ad which come under sponsor stores,
like pages etc.

Facebook – What we can do?

Facebook- How Can We Use
Facebook
Personal Profile
Community/Groups
Fan Page
Events

Facebook- Strategies
• Content
• Post Timing
• Moderations
• Engagement
• Community
• User Flow
• Credibility

Facebook- Best Practices for Picture
Upload
• Make Sure the Cover Picture is of 815px wide and 315px tall.
• Get a Right Aligned Cover Picture
• Let the Cover Picture to speak about yourself- Your Hobbies,
Interest & likes.
• Let your Profile Picture Focus on You
• Photos must be in digital format in order to upload them, in
other words, they must already be stored on your computer.
• You can use photos that you have uploaded from your
camera, or photos that you have scanned and saved.

Facebook- Business Page
Profiles versus Pages
• Profiles are for people; Pages are for businesses.
• You have control over your Page, regardless of who is
managing it for you. More than one person can be an
“administrator” for your page.
• Pages are public – Profiles are private
• You can designate your Page category (local businesses,
brands, musicians). This helps you maximize your ability to
‘get found’.
• Anyone can become a fan of your Page without needing
approval. (A Profile required mutual acceptance.)

Facebook- A perfect Example

Facebook- Business Page
• Tips for Success
• Set your strategy
• Know your
audience
• Know your goals
• Find your voice
• Create a
conversation
• Offer a rich
experience
• Share exclusive
content
• Combine your assets
(your website)
• Grow your audience
• Cross promote
• “Like” other pages
• Share content
Top 5 Tips
• Be authentic. Find your
voice.
• Offer exclusive content and
‘sneak peeks’
• Post from your phone
• Engage and cultivate.

Facebook- Analytics from Insights
Click on Insights to see Your Page Insights

Facebook- Insights
Set Yourself
Targets &
Benchmarks to
compare your
results
Page Like- Measures Fan Growth,
Post Reach- How Often Your Post Was Seen
Engagement- Likes, Comments and Share

Facebook Advertisement
• Clicks to Website
• Page Promotion
• Post Promotion
• App Installation
• Event Response
• Video Views
• Offer Claims

Advantages of Facebook in DM
• Approximately 89% of marker says Facebook will give more
exposure rather than other social networks.
• Great brand awareness & loyalty.
• Generate buzz world about your products, news and updates.
• Enable direct interaction with end users.
• Viral syndication of content.
• Great traffic to website (organic & Paid)
• Targeted advertising .
• Affordable and effective advertising channel.

Twitter

Twitter
• In general sense Twitter means “a series of short,
high pitched calls or sound”.
• When it comes to Digital Marketing it’s a social
media channel which along act as source to send
“series of short messages with high pitched “Call to
action”, to end users.
• As it is basic platform for micro blogging, it act as
best way to interact with people in better manner to
get quick response.

Twitter- What is It?
• Twitter is an information network made up of 140-
character messages called Tweets.
• Millions of people, organizations, and businesses use
it to discover and share new information.
• It has approximately 100 million users who send
around 250,000,000 tweets per day.
• Twitter is a source of news

Twitter- How Can you Benefit
• Provides a way to receive feedback
• Direct traffic to your project
• Provide information about your work
• Connect you to your target audiences
• Raise awareness about your campaigns

Why Twitter in DM ?
• Direct interact with customers.
• Enable branding and building brand loyalty.
• Able to get real reviews, feedbacks and many more.
• Simple way to viral your message.
• Increase Loyalty.
• Able to generate quick news.
• Good number of leads.
• High traffic.

Twitter- How is it Different from Facebook
• More immediate
• More “newsy”
• More concise
• Better for finding out information about you
• Fewer barriers to entry

Twitter- Creating an Account
• Go to http://www.twitter.com/signup/
• Type in your name and email address, then create a
username and password.
• Click “Create my account”
• Start following users, like @Digitant

Twitter- Creating an Account

Twitter-
Following
Accounts

Twitter- Jargons
Tweet: The name of the message you send out, 140
characters or less

Twitter- Jargons
Follower: A person who had chosen to read your
tweets on an ongoing basis

Twitter
Retweet or RT: The act of repeating what someone
else has tweeted so that your followers can see it

Twitter- Jargons
Reply or @: The @ symbol means you’re talking to or
about someone. If you start a tweet with someone’s
Twitter handle, it only appears to your mutual.

Twitter- Jargons
Direct Message or DM: A private message between
two users. You can only send DMs to users who are
following you.

Twitter- Jargons
Hashtag or #: Start with the symbol “#”. It is a theme
for the tweet that allows all similar tweets to be
searched.

Twitter- Jargons

Twitter- Best Practices
• Try to keep your tweets at 120 characters or fewer
• Don’t only tweet about yourself
• Don’t just be in it for the numbers
• Be consistent and be part of the conversation
• Be proud of yourself, but be proud of other people
too
• Don’t spam your followers or other users
• Be authentic!
• Share Pictures
• Ask for Feedback

Twitter- Engagement Rules
• Create a conversation
• Tweet things other users can Re-tweet
• Be supportive of other users
• Reply to people when they mention you
• Remember to say “please” and “thank you”

Twitter- Insights
Log into analytics.twitter.com with your Twitter Username and
Password to view your Insights

Twitter- Insights

Twitter- Advertisement
• Promoted Tweet
• Promoted Trend
• Promoted Account

LinkedIn

LinkedIn- What Exactly Is It
• LinkedIn is the world’s largest (and favorite!) professional network, helping you to
exchange knowledge, ideas and opportunities with a broad network of professionals
• Launched May 2003 with 4,500 members.
• Now 23rd most visited website in world; avail. in 19 languages; if country, would be 5th
largest in world.
• Average age is about 44; gender is trending slightly more male than female but gap is
closing.
• Members more likely to be college educated and have higher avg. income (approx.
$90,000).
• Over half of LinkedIn members are mgr/sr level executives – all Fortune 500 companies
represented.
• 85 of Fortune 100 companies use it for hiring; derives 50% of income from job
search/hiring services.
• Top 5 industries represented: IT, Financial Services, Higher Edu, Computer Software,
Telecommunications

LinkedIn – Why Do You Need It?
• LinkedIn establishes your professional profile: LinkedIn gives you the keys
to controlling your online identity.
• LinkedIn makes it easy to stay in touch with colleagues and friends: In
today’s professional world, people change jobs and locations constantly.
By connecting on LinkedIn, your address book will never go out of date.
• LinkedIn helps you find experts and ideas: Tools like Answers and Groups
let you locate and interact with experts through trusted introductions.
LinkedIn Search lets you explore the broader network by name, title,
company, location, and other keywords that will help you find the
knowledge and people you’re looking for.

LinkedIn- Become a Member
Go to
www.linkedin.com
Enter:
Your First Name
Your Last Name
Your Email Address
Create a Password
Click “Join Now”

LinkedIn- Become a Member
Make your selections from the drop-down menus
Click “Create my profile”

LinkedIn- Become a Member
Enter your email
address and let
LinkedIn search
your email
contacts
for people you
know (whom you
can then invite to
connect)
or
Click “Skip this
step” and then
“Skip” to search
your email
contacts later

LinkedIn- Become a Member
If you chose to let LinkedIn search
your email contacts:
Click “Go to (Email) now”
Then login to your email and click
the LinkedIn link to confirm your
email address
You will then be taken back
to your LinkedIn home page
with the confirmation message
at the top of the screen
Click “Continue” to let LinkedIn
search your email contacts

LinkedIn- Become a Member
Now that you have a LinkedIn account,
you can personalize your LinkedIn
Public Profile URL
Go to Edit Profile and select
“Manage public profile settings”
Click “Customize your public
profile URL”
Enter desired URL (your name)
and click “Set Custom URL”

LinkedIn- Making Your Profile Stand Out
Everyone starts on LinkedIn with a profile. It can be as
simple as your name. But there are four reasons why
you want your profile to be “beefy”:
• 1. Your Profile is an opportunity to tell your story –
 The depth and breadth of your experience
 Your professional recommendations
 Your certifications and educational experience
 Your brand – positioning as expert in your field and
best choice for job
• 2. Every word in your profile is keyword searchable –
 Beefy profiles increase your chances of being found
 Recruiters, HR, and Hiring Managers use keyword

LinkedIn- Making Your Profile Stand Out
• 3. A beefy profile shows that you are not a dinosaur –
 You keep abreast of current trends in your profession and social media
 You embrace technology
• 4. Your profile will regularly be compared with those of your competitors –
 Include a plethora of information, keywords, and details about
who you are, what you hope to accomplish, and how you might be
able to assist others
 See what your competitors are saying about themselves–awards
they’ve won, certifications they hold, types of projects they’ve worked
on–to jog your memory and remind you of similar information you
could include in your own profile

LinkedIn- Personal Identification Box
Identifies your key
information:
 Your Name
 Your Headline
 Your Photograph
 Your Location
 Your Industry
This key info travels with
you, and is displayed
whenever you participate
in discussions with Groups,
Answers, or are connecting with new people

LinkedIn- Summary Section
The Heart of Your Profile
Think of this section as your cover
letter – a short time to grab the
reader’s attention
Can contain up to 2,000 characters –
use every one!
List quantifiable accomplishments,
SARs statements
Load with keywords of your profes-
sion and specialties
Keyword searches give extra weight
to Summary content
Include common misspellings of
name so you’re easy to find

LinkedIn
Most resembles the
traditional resume
Information from this section is
also summarized in the top box –
to edit info in top box, must go
to the Experience section below
Include volunteer activities
Describe in detail with relevant
keywords – the position you held,
what you accomplished, what
unique experience you gained
Highlight present expertise, as well
as specialties relating to previous
positions – combination of keywords
will increase your chances of being
found

LinkedIn- Skills & Expertise
Another chance to be found
Skills & Expertise “search page” provides new
ways to enhance your profile and be found
through keywords
Example: “Branch Banking” skill
Skills search page results:
 Description of the skill
 Professionals with that skill
 Relative growth of skill
 Related skills that you may be
able to include in your profile
 Companies in that skill market
 Groups associated with skill
 Jobs utilizing that skill

LinkedIn
You can go to the Add
Connections menu
Provide Email Password and
LinkedIn will search your email
contact list for new connections
LinkedIn will search your email
accounts for Connections
Clicking “Connect” on any of the
results will send a mass, generic
LinkedIn invitation to connect
Best method is to add connections
individually and personalize each
invitation for better acceptance

LinkedIn- Get the Most Out of Groups
Joining LinkedIn Groups allows
you to share in professional
conversations about your
industry or areas of interest
LinkedIn allows you to join as
many as 50 groups
The more groups you join, the
more members you will have
access to
Join groups in the industry or
topic you want to work in
As long as the group is relevant
to your interests, go for ones
with larger memberships

LinkedIn- Make the Most Out of LinkedIn
• Complete your LinkedIn Profile to 100%
• Personalize your Public Profile URL, and use it on your resume,
business cards, and email signatures
• List quantifiable accomplishments, skill sets, key words, and common
misspellings of your name
• Use LinkedIn Rich Media to share documents, such as a PDF of your
resume and work samples
• Build your LinkedIn network by sending personalized, rather than
generic, invitations to connect
• Ask for LinkedIn recommendations from managers, co-workers, and
clients
• Join Groups that are relevant to your industry’s recruiters and hiring
managers
• Log in and use your LinkedIn account every day!

LinkedIn- Advertisement
Sponsored Updates- Makes your
Content reach maximum number
of People.
Text Ads- Gets You Leads

YouTube

YouTube
• Top 3rd Website in the World
• Can View Videos for free
• Videos can be uploaded by anyone in the world if they
have one Gmail account.
• Videos can be shared on website, Social Channels
• Can run a TV like a channel at free of cost.
• YouTube share their advertising revenue to popular video
up loaders.
• The ads displayed on YouTube are most expensive paid
channel

YouTube Channel – Narendra Modi

YouTube Video Page with Listing

Instagram

Instagram – What is Instagram
• Launch in October, 2010
• #1 App in App Store within 24hrs.
• Holds the record to reach the quickest 1 million
downloads (By December)
• Launched in 7 new languages

Instagram – What does Instagram do
• Photo Sharing
• Photo Manipulation
• Finding people to follow
• Running a documentary of your life
• The community experience

Instagram – What does Instagram
do
• Shoot Squares
• Use a customized link to track traffic
• Be strategic with your bio link
• Cross promote your partners
• Take advantage of trending hashtags
• Mix videos and photos
• Leverage through sponsored ads
• Develop an editorial calendar

Quora

Quora
• Emerge as a thought leader by answering queries
• Target questions to specific target audience asking
them for feedback
• Publish content on Quora
• Search of specific questions as per your target
audience and under stand customer mind set

Quora- Why is it Important
• Gain exposure to 70,00,000 monthly visits
• Build expertise and authority on the chosen topic
• Learn from others: users, customers, industry leaders
• Answer questions about your products
• Find out what people are asking about your product
and industry

Quora- Making the Most Out of it
• Create a optimal profile
• Track topics and notifications
• Find the best questions to answer
• Perform research on topics
• Get quick and easy crowd sourced content
• Discover new headline ideas
• Help with customer support and influence
• Start a Quora blog
• Format answers in an eye catching way

Other Social Channels

Social Media Channel- Breakdown

Thank You