Social Media

Marketing

Dr. Arunima Shah | IIM Raipur 1

What is Social Media?

Dr. Arunima Shah | IIM Raipur 2

 • Social media websites include social
networking sites as well as other websites that
incorporate social media characteristics.

• Some key activities that form the cornerstones

Social of social media are interaction, participation,
Media and collaboration.

• Such activities lead to user generated

content (UGC) and such interactions are
facilitated by web 2.0 tools.

Dr. Arunima Shah | IIM Raipur 3

 • It is imperative for companies to incorporate specific
social media characteristics to their websites that
allow users to participate and interact in various
communities of the website. Some of the advantages
includes:
• Greater control over the data (usually text)
Social that is generated due to the interactions
among participants
Media For • Greater privacy
Marketers • Access to data for as long as the company
wishes to
• Availability of confidential feedback that
comes directly to the company, reducing the
changes of negativity
• Reduced dependency on third-party social
media websites

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 Social Media Social strategic impact
6M framework

Marketing Strategy

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 STRATEGY IMPACT

REDUCE COSTS INCREASE WILLINGNESS TO PAY

ESTABLISH
SOCIAL IMPACT

RELATIONSHIPS

STRENGTHEN
RELATIONSHIPS

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Evaluating the Strategy
• Social Utility Test
• Social Solution Test
• Business Value Test

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What’s a good
social media
strategy?

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 Mission

Measure Money

6M
framework

Message Market

Media

Prof. Arunima Shah | IIM Raipur

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 • What is the purpose of the medium: To listen
Marketers or to talk?
• What is the persuasion element: Deals or
need to ask arguments?
these • Who is the content provider: Brand or
questions consumer?
• Who is initiating contact: Brand or
consumer?
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 • Purpose: Market research • Purpose: Persuade
Disney vs. • Class of tool: social customers for trial by
offering a deal
Tide networking sites
• Class of tool: Daily deal
• Tool: Facebook (as per target
site
demographic)
• Tool: Groupon
B2B examples!
• https://www.youtube.com/user/Cisco
• https://www.facebook.com/adobemarketoengage
• https://www.bookmarkee.com/
• https://www.ebizindia.com/blog/

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 Listen

Where and
How to Engage

Begin?

Publish

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5 steps to social media marketing strategy

Identify brand
Conduct audit Expand and
Identify target and Measure and
on current improve
audience consumer adjust
engagements presence
objectives

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 • Identify the target audience:
• Marketer needs to identify the set of
social media outlets (e.g., social media
networking sites like Facebook, Twitter,
Identify YouTube, or blogs) that the target
the Target audience engages with, or is
Audience comfortable engaging with.

• Ensure that there is a substantial

presence/subscription of users on the
social media platforms that the
company/brand wishes to leverage.

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Delineate
the Brand Consumer Brand
and
consumer Objectives Objectives
objectives

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 • Undertaking of regular audits of current social media
plans through the following six steps:
• Create a social media audit spread sheet.
• Go on a search for your social presence on
Take Stock of the leading search engines (e.g., Google,
Current Bing).
Engagements • Evaluate your social media profiles.
• Make sure that your social media profiles are
on brand.
• Centralize the ownership of your passwords.
• Create a process

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 • New social media platforms should be
added to the list of social media platforms that
Expand the brand is already present on.
and
Improve • The content and the brand’s presence on
social media outlets that are already being
Social used should be improved.
Media
Presence • Create content with a specific focus on
categories of content that have a clear
alignment with the goals/objectives of the
brand for that specific social media platform.

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 • Variations Among Social Networking Websites/Applications :
• Twitter: Allows 280 characters per post, only short
messages can be uploaded, leading to a lot of posts that
Expand incorporate a lot of URLs.
• Facebook: Calls for informal interactions and light and
and emotional content as compared to heavy and formal
Improve content.
• LinkedIn: Interactions on this social media outlet are
Social formal in nature.
Media • YouTube: It allows advertisers to advertise on this
platform and share video based content.
Presence • WhatsApp: It is the most active social platform
• Instagram: Images and video based. Allows advertisers
to share well designed, rich format content

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Expand • Marketers should ensure to:
and • Make it easy for users to find and
Improve share content.
• Make it easy for users to connect.
Social
• Reward and recognize participation by
Media users.
Presence • Listen and respond to users on social
media.

Dr. Arunima Shah | IIM Raipur 39

 Courtesy: hbr.org

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 • Large FinTech company
• Target customers are small businesses and large
enterprise corporations.
• As they prepared to enter the Indian market, they needed
help generating a pipeline of new business.
Exercise • They needed to create awareness.
• They needed to educate target buyers on their options.
• They ultimately need to convert leads to a sales meeting or
demo.
• The client has no existing content to fuel an awareness
campaign. But on the plus side, they have a quirky,
established brand aesthetic and loads of creative assets
you leverage, including photos and video.

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What’s the
plan?

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Managing eWOM Quality vs. Quantity

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 ‘There is only one thing in the world
worse than being talked about, and that
is not being talked about.’ –

Oscar Wilde, The Picture of Dorian Gray

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Volume vs. Valence
Volume Valence

Amount of
Sentiment
eWOM

Quantity Qualitative

Wide Specific
targeting targeting

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What makes your content
contagious?

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Lessons in viral
marketing
UNITED BREAKS GUITARS

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 • Pass along appeal
What leads • Relational utility
• Likeability
viral content
• Properties of the medium
to • Shareability and cycle time
propagate? • Ease of use / access
• Network strength

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Key takeaways from UBG?

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Advertising on Social
Media

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 Creative Social Media Advertising Strategy

• Functional • Product
• Margin Audience Choice of Create • 6M Improve • Attribution
What to sell?
Research • Social platform
focus campaign performance
• Gross • Make/buy? • ROAS
• Emotional • Mobile

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Objectives of
FB ads

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Why use • Is your audience there?
Instagram? • Is your topic popular on the platform?
• Can you create visual content?

Dr. Arunima Shah | IIM Raipur 66

Main platforms • Within the Instagram app
for Instagram ads
• Facebook Ads manager

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 • Brand awareness
• Increasing reach
• Increasing website traffic
Objectives • App installs
of Insta ads • Engagement
• Increasing video views
• Lead generation
• Conversions

Dr. Arunima Shah | IIM Raipur 68

 • Image feed ads
• Image story ads
• Video feed ads
Insta ad • Video story ads
formats • Carousal feed ads
• Carousal story ads
• Reel ads

Dr. Arunima Shah | IIM Raipur 69

FB vs Insta ads

Parameter Facebook Instagram

Objectives

Targeting and reach

Cost

Revenue

Industry

Algorithm

Platform features

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 • Image ads
• Videos ads
Types of • Text ads
LinkedIn ads • Message ads
• Carousal image ads
• Dynamic ads

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 • It’s pay for performance for all campaigns.
Why use • You can target keywords, and hashtags!
Twitter for • Advertising competition is low, so low cost per click
ads? • Tweet engager targeting
• Tailored audiences

Dr. Arunima Shah | IIM Raipur 78

Video Ads

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Why video • Video vs display images vs text?
• Engagement
ads? • Flexibility
• Shareability

Dr. Arunima Shah | IIM Raipur 80

 • Lead generation
What can • Traffic to web pages
video ads • Awareness
do? • Conversions
• Brand storytelling

Dr. Arunima Shah | IIM Raipur 81

 • In-stream – pre, mid, and post roll ads
• Out-stream – in-content, in-slide, hybrid
• In-banner
Types of
• Native
video ads? • Interstitial video ads
• Shoppable video ads
• Rewarded ads

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 • Context and platform relevance
Things to • Personalization
remember • Timing
for social
• Hashtags
media ads?
• Engaging – contests / polls / giveaways
• CTA!

Dr. Arunima Shah | IIM Raipur 84

 The social media Earned-Owned-Paid
media
marketing TRIFECTA

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 • Paid Media:
• Includes advertisements and other paid endorsements.
• It helps the brand with increased visibility and a quick access to the
target audience. The nature of most paid mediums is short-term.

• Owned Media:
• All digital properties that are directly owned and/or created by the
Earned, brand/company are owned media.
• Creating and maintaining this type of media is a long-term proposition,
Owned, Paid which provides increased control over marketing activities.
media
• Earned Media:
• Consists of the interactions that the company has with its fans, followers,
or visitors on social media.

• Converged Media:
• In the online space, paid, owned and earned media might converge.

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THANK YOU

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