Social Media Marketing

Many images, graphs, texts, slides, definitions etc. are adapted

from various books as well as various sources of World Wide
Web. This is simply a presentation of concept based on the
original work of many contributors to the field as well as www.

Thanks
Disclaimer
Thispresentation is prepared for Second year
students based on syllabus (Digital Marketing)

This presentation is not sufficient for exam.

For more details please refer books

 Social Media Marketing (SMM)
A form of Internet marketing utilizing social
networking sites as marketing tools, thereby
gaining traffic, brand exposure, and interaction
with customers through social media.
Social networking sites - Facebook, youtube, linked in, Twitter, reddit, Instagram, Pinterest
etc
Traffic- No. of customers visiting
Brand - is a product, service or concept that is publicly distinguished from other products,
services or concepts so that it can be easily communicated and usually marketed
Four stage SMM process
Curation - the act of finding and sharing excellent, relevant content to your online followers.
5 C’s of Curation - collection, categorization, critiquing, conceptualization, and circulation.
Example of Twitter advertisement
 Example of
Facebook
advertisement
Example
of
Linked
in
 Social Media Marketing Strategy
• Step by step methodological approach to
achieve a certain objective using social media.
• Goals
– Customer Engagement
– Brand building
– Lead Generation and Conversions
How to Build Successful Strategy
 How to build Successful Strategy
• Listen
– Listen to customer
– Discover valuable insights from people’s public
expressions all over internet
– Cross platform listening: art of listening to
understand the audience; it is about peeking into
their lives and deriving valuable insights
– Holistic listening: art of listening to market and
industry trends and not being too brand specific
 Tools to Listen
• Google Alerts:
– www.google.co.in/alerts
– User will notify the new contents(blogs, news, articles)
are found about given search term
• Google Trends:
– How often term is searched, relative to the total
search volume
– Used to understand trends
– Data can be customized as per requirement
– Can be used to keep up with trends in industry
• Twitter search
• Social mention
– Searches user generated contents
– Derives insights
 Features of Social Media Marketing tools
• Monitor keywords
• Measure Performance
• Track trends
• Decision making

• Case Study of listening: Kissan Ketchup/maggie

• https://www.profseema.com/digital-marketing-2/social-media-strategy-and-p
lanning/
 Social media marketing strategy

• Goal settings:
– From listening, marketers can understand the
positive and negative sentiments prevailing about
their brand in the market.
– To strengthen the positive notions about brand
further and eliminate the negative views
– E.g. Tata Nano
 Social media marketing strategy
• Content Strategy: creating valuable content for
audience
• Target Group
• Platform
 Content Strategy
• It can be of video, images, text, case study, eBook,
blogs, how to, infographics, podcasts type.
• Focus should be on 3 Cs -- Company, Competition
and Customer
• It should make content that is
– in line with brand story and vision;
– should make content that is unique and hence different
from competition
– make content which resonates with customer
 Content Strategy Approach
• 70/20/10: low risk(Every day content), medium risk(innovations), high
risk (create expectations upfront)

• 50/50: branded and non-branded(seasonal, humour, entertainment)

• Brand Mnemonics: learning techniques that aids memory

• Brand Story: what brand believes in and unique reason (read case
study : Interflora :
https://www.slideshare.net/wearesocial/interflora-random-acts-of-k
indness-case-study-14958406)

• Engagement ladder: Customer interactions

• Context : Align contents with current trends – ‘newsjacking’ – it is art

of riding on the current market trends and aligning the social media
posts in accordance to the most happening things/news/events
 Target Groups
• There are three main segments here:-
• Customers -- product benefits, delivery, after sale
service, warranty, USP

• Opinion leaders – They are more sophisticated.

So they are interested in future, industry insights,
forecast, projections, R&D, previews, Pilot tests
etc

• Public – They are more interested in CSR, Vision,

Purpose, Brand story, awards, culture, financial
statements
 Platform
• Different target groups are present in different
concentrations on various social media platforms.
• It is essential to reach out to the chosen target
group on the right platform for maximum
effectiveness.
• For example,

- If the target audience is opinion leaders, Twitter

may be the platform of choice;
- If the target audience is general public, Facebook
may be apt choice; and for a B2B company
targeting customers, Linkedin may be more
relevant.
 Implementation

• implementation consists of two parts—(i) Timely posts, and

(ii) Reaction checks
1. Timely Posts
– Analytics must be used to identify the right time to post. The
content should be scheduled at apt and regular intervals. This
activity is better done with the help of scheduling tools. The
most commonly used tools are—(i) Buffer, and (ii) TweetDeck.
2. Reaction Checks
– In social media marketing, reaction checks fall under the
category of crisis management. At times, although well-planned,
some social media posts may backfire. In order to avoid
excessive damage, the audience’s reaction to every post should
be assessed.
 Measure
• The campaign will be considered a success if the target of
meeting a certain goal is achieved.
• 1. Engagement Rate: It is the weighted sum of likes,
comments, and shares as a percentage of reach.

○ Total Interactions/ Total reach *100

• 2. Economic Value: it is per visit is total value of

conversions(product of no. of conversions and value of
each conversion) divided by number of leads
Economic value= short term revenue+ long term revenue

Value per lead generated = Total value of conversions / Total number of leads

Solve:
1. Estimate the Engagement Rate for a facebook page
Total Reach-1,00,000 likes-35,000 shares-15,000 comment-10,000
Consider lead is generated on FB 1,00,000; on twitter 50000,
Linkedin 40,000 and conversions are FB=45,000, Twitter
20,000 and on Linked in 20,000 . Estimate value per lead
generated.
 Improve
• The results should be measured and
compared with the goals and if shortfall is
found in achievement, the next focus should
be on restructuring the strategy to meet the
goals.
• If the goals are met, then, the listening
exercise should be repeated to establish new
goals and a new campaign to meet these
goals.
 Facebook Page
• https://en-gb.facebook.com/business/pages/s
et-up
• Facebook page is company profile
• People like pages; they receive post on news
feed
• Post is content that people want to see; it
must be unique and should have call to action
 Types of Facebook Page
• Local Business or Place
• Company, Organization, or Institution
• Brand or Product -If you sell products online but through
more than one website (via more than one retailer), your page should
carry the Brand or Product title. Well-known brand names would
choose this category (think Nike, Pepsi).

• Artist, Band or Public Figure

• Entertainment
• Cause or Community
1. https://www.dummies.com/business/marketing/social-media-marketing/the-6-types-of-facebook-pages/
2. ttps://www.facebook.com/pages/category/
What you'll need to set up your Facebook
Page.
• Your business name and description
• A profile photo and cover photo
• The action you want people to take
• Keep the tone and style of your brand consistent
throughout the page
• Update your page with entertaining & informative
• Add your page to Facebook favorites- it will be
easier to find once you log in and you will also be
notified whenever users interact with your page.
 Newsfeeds
• News Feed is the constantly updating list of
stories in the middle of your home page. News
Feed includes status updates, photos, videos,
links, app activity and likes from people, Pages
and groups that you follow on Facebook.
• To help connect people to the posts that
matter to them most, we use a process called
ranking.
 Facebook Fan Engagement

EdgeRank Algorithm:
● Every activity in facebook called as edge

● EdgeRank=∑uwd
○ u=affinity score
○ w= weight for the edge type
○ d= time decay

● Affinity score : how often fan interacts

● weight: Mode of interaction has different weight . <Shares>Comments>
Likes><Clicks>
● Time decay: Freshness of the content
Other factors in facebook EdgeRank algorithm:

● Post related to current topic

● Post that tag other users
● Content that is highly promotional ...lower rank
● Posts in which the facebook page admins interact with the audience
● Text only …..lower rank
● new fresh images ….higher rank
 Content Strategy

● Excite
● Entertain
● Educate
● Evergreen
● Humor Touch
 What do you do once you've created a
Page?
• Publish new content/post engaging content.
• Boost post
• Start messaging.
• Add special features.
– displaying your menu , listing your services or
showcasing your products with a shop section.
• Promote your Page.
– Invite
– Run Ads
• Keep improving. (Insights)
 Boost Post
• A Facebook Boost Post is a type of paid advertisement
on Facebook promoting an existing post from a
business page.
• Facebook Boost Posts amplify the reach of your
content to appear to a wider range of your target
audience outside of people who already follow your
page.
• You need to set up
– Audience: Choose a recommended audience or create a
new audience based on specific traits.
– Total budget
– Duration
– Payment method

https://sproutsocial.com/glossary/faceboo
k-boost-post/
Facebook Ad

• Paid
• Target Audience
• Bidding
• Various types
• Placement
 Anatomy of an AD CAMPAIGN
• Ad Campaign :
○ may include multiple Ad Set;
○ End goals can be set up
• Ad Set:
○ Optimization techniques(targeting, bidding,
scheduling , pricing, delivery) can be applied
○ may includes multiple Ads
• Ad:
○ design aspects(type, text, call-to action)
 How bidding works
• whenever there is an ad space available, Facebook will batch together all
of the ads vying for that specific space and auction the spot, with the
winner of the auction having their ad shown to the end user.

• Factors considered :
– Advertiser bid — what the advertiser is willing to pay to achieve
their desired outcome .( Automatic, Manual)
– Ad quality — A measure of the quality of an ad as determined from
many sources, including feedback from people viewing or hiding
the ad and assessments of low-quality attributes in the ad
– Estimated action rates — calculated by how likely Facebook thinks a
person will take the action you are optimizing for with your ad. the
probability that showing an ad to a person leads to that desired
outcome of the advertiser
– Together, estimated action rates and ad quality measure ad relevance

https://medium.com/social-media-tips/how-does-facebook-ads-bidding-work-and-how-much-do-ads-cost-e8dab524d7b0
 7 factors that determine the cost of
Facebook Ads
• Your Bid: How interested you are in showing your ad
• Ad Quality and Relevance: How interested a person will be
in seeing your ad
• Estimated Action Rates: How likely a person will act on
your ad
• Your Audience Targeting: Who and how many people you
are trying to reach
• Time of The Year: How many people are buying Facebook
ads
• Placement: Where your ads appear
• Optimization of Ad Delivery: What your ad is optimized for
 Types of Adwards
1. Page Post
Engagement:
– Post boost from
page
– Increase audience
engagement on post
– More advanced
targeting settings
2. Page Like Adverts
– Get more people to
like page
– Help to increase
organic reach
3.Link click Ads
• Redirects to
company website
• Track conversions
after landing to site
4. Video
• Effective
• Narrative with
drama unfolding
capture attention
of viewer
• Helps in brand
awareness
5. App install:
– Mobile device
– Used to promote user activity
on the app
6. Lead Adverts
– Creating contact
forms in the advert
– People with quick
and safe way to
sign up for more
information
– Newsletters,
offers, quotes
7. Carousel Format
 7. Carousel Format
• Carousel :
– Showing multiple product in single adward
– Developing story across multiple story
– Cost Effective
 8. Dynamic Advert
Instead of individually
creating an ad for each
of your products, you
create an ad template
that automatically uses
images and details from
your data feed for things
you’d like to advertise.
Dynamic ads use your
Facebook pixel or SDK to
show ads to people who
have already shown
interest in your business
by taking actions you
care about on your site.

• The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by
understanding the actions people take on your website.

https://adespresso.com/blog/facebook-dynamic-product-ads/
Facebook Ads Goals
 Bidding

• https://www.facebook.com/business/m/one-sheeters/facebook-bid-strategy-guide
 Ad Delivery
• Our delivery system determines who we show
your ads to, when we show them and where
we show them.
• Standard
– Advert showing throughout the day
• Accelerated
– Time sensitive events , those event which need to
quickly reach their targeted audience
 Audience
• After selecting right type of advert for the business,
reaching out to the right people is critical for the
success of the advert. This can be done through
Facebook advert’s audience targeting option
• Custom
– People who have interacted with business previously on
Facebook or website
– Sources:
• Customer file
• website traffic
• App activity – Facebook SDK
• Engagement on Facebook
• Lookalike: Subset of custom
– Targeting people who likely to have high likelihood of
conversions – similar to their custom audience. CRM,
Website visitors, engaged with them.
 Insights
• Insights provide information about your Page's
performance, like demographic data about
your audience and how people are responding
to your posts.
• Metrics Available
– The number of people reached.
– Post clicks.
– Reactions, comments and shares.
– Total video views and viewing behavior details.
 Reach
• Reach: Number of people to whom your post will
be exposed to
– Like Web impression
– People get it in news feed may be not read

• Organic Vs Paid Reach

– Paid reach is the number of people who had a paid
post from your Page enter their screen.
– Organic reach is the number of people who had an
unpaid post from your Page enter their screen
 Engagement
• Engagement Rate on Facebook for a post is
calculated as the number of Engaged Users
divided by the total reach of that post.
• (Likes+comments+Share)/People reached
• Example:
– Estimate the Engagement Rate for a facebook
page
– Total Reach-2,00,000 likes-35,000 shares-15,000
comment-10,000
 T2 Assignment

1. Prepare social media strategy for your business. (10 marks)

a. Write a plan for strategy (5 marks)
i. Duration
ii. Channel (Which media)
iii. Actions

b. Implementation (5 marks)
i. 30% implementation
ii. Any way like Paid Ads creation , Page creation, Post
scheduling, Stacking, Content creation
 Steps to be followed

1. Form group of 5 students

2. Decide your business topic
3. Identify target customer
4. Decide channel (insta, facebook, linked in, twitter ,
whatsapp) to be used
5. Plan strategy
6. Decide implementation aspects
7. Implement
 References
• :https://www.profseema.com/digital-marketi
ng-2/social-media-strategy-and-planning/
• https://www.youtube.com/watch?v=leC1El55
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