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 MediaNative 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 MediaSponsored 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 BrandTheme based weekly postsHow to articles, webinarsCase StudiesProduct related storiesBusiness related infographcics, stories press releases

• Tested Content Does my content match my brands marketing efforts Is my content interestingDoes my content encourage shares and likes

• Keep an eye on the surrounding– Check up on current trends– Decide content based on content analytics– Watch the movement of your competitors

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 FacebookPersonal 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 SeenEngagement- 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• Respond to Tweets, Re-tweets

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 NameYour Last NameYour Email AddressCreate 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 contactsfor people you know (whom you can then invite to connect)orClick “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 publicprofile 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 searches to find those

with certain types of experience, classifications, and skill sets

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 participatein discussions with Groups,Answers, or are connecting with new people

LinkedIn- Summary Section

The Heart of Your ProfileThink of this section as your cover letter – a short time to grab the reader’s attentionCan contain up to 2,000 characters – use every one!List quantifiable accomplishments,SARs statementsLoad with keywords of your profes-sion and specialtiesKeyword searches give extra weightto Summary contentInclude common misspellings of name so you’re easy to find

LinkedIn

Most resembles the traditional resume

Information from this section isalso summarized in the top box – to edit info in top box, must go to the Experience section belowInclude volunteer activitiesDescribe in detail with relevant keywords – the position you held, what you accomplished, what unique experience you gainedHighlight 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 keywordsExample: “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