Professional

Diploma
in
Digital Marketing
Lesson 7, Module 1
 Did You Know?
• There are 3.2 billion social media
users worldwide, equating to almost
42% of the population!

• The average engagement rate for

Facebook posts is 3.75%

• Users scroll through 300 feet of

content per day

(Emarsys, 2019), (Smartinsights.com, 2019)

Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
 The Questions We Are Answering Today
The Social Media Giants!

Social Media usage by Facebook & Instagram Facebook & Instagram ad- Twitter and LinkedIn
demographic and platform campaigns types and policies campaign overview

1 2 3 4

7 i9 presentation to Joe Smith

Professional Diploma in Digital Marketing – Module 1, Lesson 7
 Social Media Users By Generation

60%
90.4% 77.5% 48.2%

Millenials Gen X Baby Boomers

8 i9 presentation to Joe Smith

Professional Diploma in Digital Marketing – Module 1, Lesson 7
 Where Do Gen Z Spend Their Time?

65% 62% 51% 31%

Instagram YouTube Snapchat Facebook

Go-to network for following Used for education, stress- Top network for creating content Declining in use due to
brands and influencers relief and entertainment and communicating with friends boredom and privacy concerns

(businessinsider.com,2019), (forbes.com, 2019), (medium.com, 2019), (socialmediatoday.com, 2019)

9 i9 presentation to Joe Smith
Professional Diploma in Digital Marketing – Module 1, Lesson 7
 Channel Usage
2.234 billion 335 million

Monthly
Active
Users

1 billion 303 million 1.9 billion 1.058 billion 250 million 1.5 billion

10 i9 presentation to Joe Smith

Professional Diploma in Digital Marketing – Module 1, Lesson 7
 Demographic Breakdown

52% women 47% women

53% men 46% women
48% men
54% men 45% women
Women have 8% more friends 60% women 80% of users
62% of shares from women affluent millennials 55% men
40% men

58% women
70% women
30% men 42% men

(brandwatch.com,2019), (socialmediatoday.com, 2019)

11 i9 presentation to Joe Smith
Professional Diploma in Digital Marketing – Module 1, Lesson 7
 How do businesses use social media?

• Facebook is the most valuable channel for B2C

• LinkedIn and Twitter are the most valuable for B2B

• 85% of businesses on Twitter use the platform for customer service

• Instagram works for brands using visuals and storytelling

• Snapchat and Pinterest are low-value channels

(socialmediatoday.com,2019),
(smartinsights.com,2019), (blog.hootsuite.com,
(hootsuite.com, 2019) 2019)

Professional Diploma in Digital Marketing – Module 1, Lesson 7

Tips For Snapchat &
Pinterest

Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
 Marketing On Snapchat

Relevant,
Insight-driven
Post a story 3 – 4 content
times a day.
Let influencers take
over your account,
or take over one
yourself Offer discounts
Promote on and promo
other channels codes

(quicksprout.com,2019)
14 i9 presentation to Joe Smith
Professional Diploma in Digital Marketing – Module 1, Lesson 7
(medium.com,2019)

Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
 Marketing On Pinterest

Use Analytics
to improve
Use Widget Builder
to add save and
share buttons Limit wordiness but
be clear and
descriptive
Use Promoted
High-quality & Buyable Pins
visuals only

(wordstream.com,2019)
16 i9 presentation to Joe Smith
Professional Diploma in Digital Marketing – Module 1, Lesson 7
Advertising on
Facebook

Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
Create Your Facebook Account

Enter your business name

Select your Primary Facebook page

Enter name and work email address

Complete the remaining information

Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
 Pixel Setup

Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
OBJECTIVES CAMPAIGN BUY-TYPE

ADSET
AUDIENCE ADSET
PLACEMENTS ADSET
BUDGET

AD
FORMAT AD AD

AD
TEXT AD AD

TRACKING
AD AD AD

Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
 Facebook / Instagram Targeting Options

Demographics Custom / Lookalike Interest & Behaviour Connections Device & Placement

Facebook, Instagram, Marketplace, Stories, In-stream, Search, Messages, In-Article and Partner Apps and Sites

24 i9 presentation to Joe Smith

Professional Diploma in Digital Marketing – Module 1, Lesson 7
Facebook Ad Types

Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
 Carousel

Single Image ad

Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
 Video ad Event ad
(mobile)

Event ad
(desktop)

Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
Store Traffic ad Engagement (page likes) ad

Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
 Lead ad

Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
 Lead Ad Policies

Sexual orientation Financial info

Race or ethnicity Health info
Religion Insurance
Criminal history Political affiliation

Identifiers Personal

30 i9 presentation to Joe Smith

Professional Diploma in Digital Marketing – Module 1, Lesson 7
 Facebook Ads Best Practices

Highlight the problem

you are solving with well
written copy and relevant,
Less than 20% high quality images
text Ask a question Include a CTA

Keep videos
short Quality images Engage

31 i9 presentation to Joe Smith

Professional Diploma in Digital Marketing – Module 1, Lesson 7
 Boosting Posts

Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
Advertising on
Twitter

Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
 Twitter Targeting Options

Demographics Followers Interest & Behaviour Keywords Device

34 i9 presentation to Joe Smith

Professional Diploma in Digital Marketing – Module 1, Lesson 7
35 i9 presentation to Joe Smith
Professional Diploma in Digital Marketing – Module 1, Lesson 7
36 i9 presentation to Joe Smith
Professional Diploma in Digital Marketing – Module 1, Lesson 7
37 i9 presentation to Joe Smith
Professional Diploma in Digital Marketing – Module 1, Lesson 7
 Twitter Ad Info & Recommendations

240-character Image, video, Listicles, verbs, Use % instead

limit per tweet gif, poll punchy words of amounts

38 i9 presentation to Joe Smith

Professional Diploma in Digital Marketing – Module 1, Lesson 7
(wordstream.com,2019)
39 i9 presentation to Joe Smith
Professional Diploma in Digital Marketing – Module 1, Lesson 7
Advertising on
LinkedIn

Professional Diploma
Professional in Digital
Diploma Marketing
in Digital – Module
Marketing 1, Lesson
– Module 1 7
 LinkedIn Targeting Options

Demographics Company Education Job Experience Interest

41 i9 presentation to Joe Smith

Professional Diploma in Digital Marketing – Module 1, Lesson 7
42 i9 presentation to Joe Smith
Professional Diploma in Digital Marketing – Module 1, Lesson 7
43 i9 presentation to Joe Smith
Professional Diploma in Digital Marketing – Module 1, Lesson 7
 Text ad

44 i9 presentation to Joe Smith

Professional Diploma in Digital Marketing – Module 1, Lesson 7
 Spotlight Single
ad image

45 i9 presentation to Joe Smith

Professional Diploma in Digital Marketing – Module 1, Lesson 7
46 i9 presentation to Joe Smith
Professional Diploma in Digital Marketing – Module 1, Lesson 7
 Challenge!
You have a bakery (B2C)
and software development
(B2B) clients

Which social media channels would

you choose for each client and why?

Write some ad copy for one channel

per client. Include an image if you
want to.

Send your work to

marketing@shawacademy.com
 You’ve Completed
Lesson Seven!

Any queries about this lesson? Email me on

marketing@shawacademy.com
For technical support, email
support@shawacademy.com

Go through your notes

in prep for lesson 8
(giphy.com,2019)

Professional Diploma in Digital Marketing – Module 1, Lesson 7