Lecture 1 Social media marketing_Overview

1. Social Media MarketingAn Overview....

2. Why Digital in New Normal • Acc to Confederation of Indian Industry (CII) and KPMG in India unveiled today a report titled 'Digital - The New Normal of Marketing', AT CII National Marketing Summit. • India is one of the fastest growing advertising markets globally about 15.5% . • It has large consumer base and a burgeoning e-commerce industry. • it is one of the fastest growing mediums at an expected CAGR of 33.5% to cross INR 255 billion. • Of the total digital advertisement spends, 'search and display' commands the largest share. • Connected devices, Smarter devices and 'hyper-relevant rich content' will drive consumption for the consumer. • Also, insights Onto nascent technologies like emotions analytics and predictive marketing.

4. Digital Marketing Philip Kotler defines digital marketing as ‘a form of direct marketing which links consumers with sellers electronically using interactive technologies like emails, websites, online forums and newsgroups, interactive television, mobile communications, etc.’

7. Digital Marketing Strategy 1. THE CONSUMER DECISION JOURNEY • Awareness: Display advertising on websites, social media such as Facebook, LinkedIn, YouTube. • Interest : Highly creative campaigns, Interesting posts, emotional messaging • Desire : To “evaluate” Channels are community forums, blogs, review rating sites • Action : Search engines, websites, blogs, social networks, mobiles, applications, forums. • Advocacy: Social media

8. 2. The P-O-E-M Framework • Paid media Sponsored advertisements in search engines, websites, Facebook, Linkedin and Twitter. • Owned media Company’s official website, microsite, social media pages such as Facebook page, Linkedin page, Youtube channel and Twitter handle. Mobile apps or blogs • Earned media Publicity that is generated through recommendations and word of mouth Social media engagement such as likes, shares, comments, replies, retweets, favorites etc.

9. Steps to prepare marketing activity And Yes be on GOOGLE • 1. Be smart • 2. Be Social • 3. Be Visible • 4. Be Focused • 5. Be Strategic • 6. Be intelligent • 7. Be measurable • 8. Be Creative

10. Introduction Characteristics of digital marketing are: • Two-way Communication • Targeting of One • Level Playing Field • Measurability • Push and Pull • Real-time • Zero Moment of Truth

17. Digital marketing channels

18. SOCIAL MEDIA MARKETING

19. Types of Jobs • Interactive technology (such as AI) • Mobile marketing • Search engine optimization (SEO) • Search engine marketing (SEM) • Social media marketing • E-commerce • Marketing automation • Content management , Copywriting and editing • Web development , Web design

23. SOCIAL MEDIA MARKETING • Social media marketing is the process of creating content that you have tailored to the context of each individual social media platform in order to drive user engagement and sharing.

25. Some Key Terms • Content • Context • Hashtags • Shares • Engagement • Organic reach is down • Social is becoming more ‘pay to play’

26. SMM : Strategy 1. Paytm Karo : Handcrafted In India 2. Kissanpur : Grow What you Eat

27. TOOLS 1. Google Alerts : www.google.co.in/alerts 2. Google Trends: https://trends.google.com/trends/?geo=US 3. Twitter Search 4. Social mention • Strength • Sentiments • Passion • Reach

28. Segmenting and customizing messages

29. The digital landscape

30. Display Advertising

31. Digital Marketing Plan

32. Display Advertising • The act of communicating the advertisement message using visually rich media. • Display ads can be native or non-native.

33. Reach metric in Different Mediums of Display Ads

34. Clicks • A Click is counted whenever a user clicks on an ad. Click Through Rate (CTR)

35. Improving Low Click Through Rates Category The product category for which the ad is being displayed is an important factor to decide the optimal CTR. Creative Creativity using rich audio visual media, interactive banners, dynamic banners, personalized banners or integrating video players into the banners. Placement Ad should be shown at the right place. For example, the ad about weight loss, if placed on a car review portal will not deliver results.

36. Size Large Mobile Banner Ads put on various sizes based on the availability of space on the website. Medium Rectangle Leaderboard

37. Buying Models Trade-offs in Buying Models

38. Social MediaMarketing

39. Massive Target Audience on SMglobally

40. The audience is massive in India aswell

41. A large amount of time is spent onSM ShareOf Time SpentOnline

42. Targeted andmeasurable Nichetargeting options Measurable One-to-oneand one-to-many communication

43. Social Media forMarketing KEYBUSINESS OBJECTIVES Listening &Monitoring Brand Awareness Lead Generation

44. SOCIAL MEDIA MARKETING

45. FACEBOOK • Primary Audience: • Facebook has users from all age demographics, making it one ofthe • most diverse socialchannels • Primary Uses forBusiness: • Building a community to engage users and driveconversations • Build brandawareness • Drive sales and generate leads through highly-targetedadvertising

46. Facebook Users

47. Facebook Algorithm Edge Rank ∑uewede u- Affinity Score between user and edge creator w- Weight for the edge type (status, comment, like, tag, etc.) d- Time Decay Factor based on when the edge was created

48. Fan Types

49. 3E Strategy for content • Excite • Entertain • Educate

50. Anatomy of an Ad Campaign • Ad Campaign • Ad Set • Ad