SOCIAL MEDIA MARKETING

Definition
• Social media marketing is a form of digital marketing that leverages
the power of popular social media networks to achieve marketing and
branding goals.
• Maintaining and optimizing your profiles.
• Posting pictures, videos, stories, and live videos that represent your
brand and attract a relevant audience.
• Responding to comments, shares, and likes and monitoring your
reputation.
• Following and engaging with followers, customers, and influencers to
build a community around your brand.
Benefits of social media
• enables you to turn your business into an active participant in your market. Your
profile, posts, and interactions with users form an approachable persona that
your audience can familiarize and connect with, and come to trust.
• Drive traffic to website for conversion
• generate leads and conversions directly on these platforms, through features like
Instagram/Facebook shops, direct messaging, call to action buttons on profiles,
and appointment booking capabilities.
• visual nature of social media platforms allows you to build your visual identity
across vast audiences and improve brand awareness.
• Build relationships
• SEO
• Audience insights
Social media strategy
• Knowledge of your audience: What platforms they use, when they go on them
and why, what content they like, who else they’re following, and more.
• Brand identity: What is the message you want to convey to your audience? How
do you want them to feel when viewing your content?
• Content strategy: a structured content strategy -consistent voice and produce
quality content regularly.
• Analytics: Quantifiable insights will inform your strategy, including who you’re
reaching, the right content to share, the best times to post, and more.
• Regular activity: Social media is a real-time platform. - post regularly, stay on top
of engagements with your business, engage back, keep up with trends, and
maintain accurate profiles.
• Inbound approach
Social media strategy
• Refers to the step by step methodological aaproach to achieve a
certain objective using social media
• Main objectives :
- Customer engagement
- brand building
- lead generation and conversions
- Other objectives incl new product development, recruitment,
customer voice, seo
How to build a successful strategy

Social Media Strategy Cycle

Social listening
• is the monitoring of your brand's social media channels for any
customer feedback and direct mentions of your brand or discussions
regarding specific keywords, topics, competitors, or industries,
followed by an analysis to gain insights and act on those
opportunities.
 Social listening
• Audience and trend analysis: Discover audience preferences for different
demographics and emerging trends around your topics to inform content strategy.
• Product and content research: Gather insights from your industry, competitors
and target market to generate new product, service and content ideas.
• Influencer recognition: Identify social influencers and industry thought leaders
based on following or post impact to cultivate brand advocates.
• Competitor comparison: Identify gaps, track share of voice and examine
consumer attitudes toward competitors.
• Sentiment research: Explore customer feelings and opinions regarding specific
topics, products, competitors and more.
• Tactical differentiation: Detect opportunities to differentiate products and
services from competitors.
• Brand health: Track conversation around your brand to illuminate consumer
attitudes and sentiment drivers.
• Customer experience: Uncover issues and gain visibility into common customer
wants and needs around your products or services.
• Campaign analysis: Capture audience reactions to marketing campaigns in real
time and create succinct reports to show of success.
1. LISTEN
Listening Cross Platform and Holistic Listening

Look at brand specific trends. Look at market trends and overall industry
activity.

Derive insights from social media posts. Derive insights from social media posts, images,
blog posts and comments, search trends, organic
search and customer bios, and profiles.

Examine only online content. Examine online content and also offline behavior
through various studies and experiments.
• Examples of Listening
1. Paytm Karo
Mobile wallet
The Listening Exercise
The lead marketing agency, McCann Worldgroup conducted
a listening activity and found out that for the Tier 1 and Tier
2 city customers, the world of online payments was
becoming a bewildering web.
Strategy
• The company wanted its customers to accept PayTM cash
as an alternative and better form of currency.
 Results

In 10 months, the number

of Paytm wallets increased
from 23 million to 105
million wallets.

Paytm became the most

Paytm’s shift in frame of reference in its
marketing approach
Courtesy: Paytm, used with permission.
trusted brand in the
category, according to a
study by Economic Times.
2. Kissanpur
Listening Exercise
• Company found that consumers, in general, judged
the quality of ketchup based on the quality of
tomatoes it is made from.
• Consumers thought that ketchup is made from
pumpkin and other cheap ingredients.
 Strategy
‘Grow what you eat. Eat what you grow.’

Result
Kissan ketchup consumption grew by over 2.5 times.
It outscored market leaders like Maggi in 'naturalness' and 'made from best
quality tomatoes.'
Courtesy: Copyright World Advertising Research Center (WARC), used with permission
Tools to Listen

• Google Alerts
• Google Trends
• Twitter Search
• Social Mention

Main Functions of Listening Tools

Social mention
• is an online media search engine that searches the UGC such as blogs, videos,
comments, news articles, social media posts and gathers useful insights .
• Can set up a search for a keyword
• metrics incl strength (likelihood that the keyword is mentioned on social
media),sentiment (ratio of positive to negative mentions), passion ( measure of
likelihood that individuals talking abt a kw will repeatedly talk abt it) and reach
• help to monitor keywords, monitor performance, track trends, help in decision
making.
2. Goal Setting

Tata Nano (Goal Setting for brand repositioning)

• Background
Perceived as the ‘cheapest car.‘
Repositioning of the car as a ‘fashionable car’ and as a ‘car for the
youth.‘
The campaign was given a further boost on the International Youth day.
• Execution
A series of graffiti based posters with youth-centric slogans.
• Result
In a single day, Tata Nano’s daily organic reach rose over 57% above the
average reach of the month.
3. Strategy
Consists of three main parts
• Content Strategy
• Target Group
• Platform
Content Strategy criteria
Different types of content approaches
• 70/20/10 content approach
• 50-50 content
• Brand mnemonic
• Brand story
• engagement ladder
70/20/10 content approach
• helps to design a strategy which is balanced.
• Same content may not appeal to all.
• Strikes a balance
• low risk content: comprises of 70% of content. Has mostly every
day content for customer engagement. includes video, basic
content creation and search marketing. The results of these
activities are known and can be fairly accurately forecasted.
• Medium risk content: comprises of 20 % of content. Should be
innovative, create deep involvement and helps to attain scale.
new, innovative, and deeply engaging with more specific
audiences. This includes social media, mobile marketing and
outreach
• high risk content: comprises of 10 % of content which is high risk.
May be a risk/success
 10 content approach

• During the clash between the San Francisco 49ers

and the Baltimore Ravens, something
unprecedented happened in the Superdome
stadium – the power went out.

• The players, coaches and thousands of fans at the

game were plunged into darkness for over half an
hour, whilst millions of viewers around the world
were left twiddling their thumbs as to what to do
with themselves while they waited for play to be
resumed.

• And here’s the genius move that the Oreo team

made just 10 minutes after the lights went out:

• Fans loved it. Oreo generated over 16,000 retweets

from the post, 20,000 Facebook likes, and it
reached tens of thousands.
70/20/10 Content approach
Low-Risk Content
70% of the content
Medium Risk Content
20% of the content
• Micromax Unite Anthem
High-Risk Content
10% of your content
• Mr. Shah Rukh Khan, the brand ambassador of Big Basket, paying
a surprise visit to your house to deliver your grocery.
• Red Bull Stratos - Space Jump
50-50 Content : as a rule of thumb not more than 50% of
content must be brand related. Other 50% can be non
branded a mix of humor, entertainment,monthly themes,
seasonal themes,updates etc
Brand Mnemonic : brand association tool which aids in recall
• Ronald McDonald.
• Marlboro brand mnemonic is a cowboy in American
countryside
Brand Story
Example-Interflora

‘Interflora sends bouquets to customers having a bad day.‘

In 2010, the company launched a campaign “Random Act of
Kindness”
that monitored the tweets of its customers.
Results
• Tremendous positive word of mouth publicity for Interflora
• Campaign reached 1.75 million people via blogs, news sites, and
Twitter
• Interflora communicated its brand story through this act of
kindness.
Engagement Ladder

Social Media Customer Engagement Ladder

Platform

• Different target groups are present in different

concentrations on different social media platforms.
• For opinion leaders Twitter may be the platform of
choice
• General public is on Facebook
• B2B company targeting customers on Linkedin
Implementation
• Timely Posts- Buffer • Reaction Checks-Crisis management in
social media marketing
Measure
• Social media metrics to measure the performance
of a campaign are:
• Conversation Rate=No. of comments / Reach.
• Amplification Rate=No. of shares or retweets /
Reach.
• Applause Rate=No. of likes or favourites / Reach.
• Engagement Rate
• Economic Value= Short Term Revenue + Long Term Revenue
 Short Term Revenue Long Term Revenue

Macro Conversions Micro Conversions

When someone pre-orders the phone. When someone goes through the
brochure or subscribes for an alert
when the phone is ready for sale.
Economic value per lead generated from social media

Value per lead generated can be calculated separately for each platform
Effective means to create content
• Share Positive Statistics and News
• Share and Repurpose User-Generated Content- include guest posts, images, videos, online
reviews, or even testimonials.
• Use influencer marketing
• Campaign for social causes
• Personalize your content
• Create your posts to help your audience not promote your content
• Offer freebies
• post social proof
• Design your content wall well
• interact with your audience
• Use how to videos
• Create audience polls