SOCIAL MEDIA MARKETING

WHAT IS A SOCIAL MEDIA ?

Social Media refers to the content-based websites and applications designed to allow users to interact with each other
and share created content quickly, efficiently and in real-time.
It is an internet-based form of communication and focuses on community based input, interaction and collaboration. It
encourages participation and engagement.

Example: Facebook, Quora, Tiktok, Instagram, Twitter, Clubhouse, YouTube

 WHAT IS SOCIAL NETWORK AND ONLINE COMMUNITY?

Social Network is association of individuals bound together by pre-established interpersonal connections. It generally includes

friends, family, business associates and known connections. In social network, people know their network and people connected

to that network. And each individual has his/her own network. LinkedIn and Facebook are common Social Network.

Online Community is a group of individuals bound together by a common interest or topic. Any individual can be a part of any

community and one individual can be the member of different communities, based on the interest shared. Members of a

community can be from different background, culture, geography and histories but share a common interest or topic. Wikipedia,

YouTube, Flickr etc. are some of the examples of online communities.

GROWTH OF SOCIAL NETWORKS AND ONLINE COMMUNITY?
 TOP 10 SOCIAL NETWORKING SITES
❏ FACEBOOK 2.7 billions monthly active users

❏ YOUTUBE 2.0 billions monthly active users

❏ WHATSAPP 2.0 billions monthly active users

❏ INSTAGRAM 1.16 billions monthly active users

❏ TIKTOK 689 millions monthly active users

❏ SNAPCHAT 433 millions monthly active users

❏ REDDIT 430 millions monthly active users

❏ PINTEREST 416 millions monthly active users

❏ TWITTER 353 millions monthly active users

❏ LINKEDIN 310 millions monthly active users

 SOCIAL NETWORKS AND BUSINESS
As per an article by Hootsuite, in 2021

● 5.22 billion people have access to mobile phones

● 4.66 billion people have access to internet

● 4.20 billion people are active social media users

Social Networks is a big digital marketplace representing the population from across the globe. Social Network and

globalization provide a platform for businesses to explore, serve and benefit. The changing paradigm of customer

behavior demands businesses to go online and social network sites are major medium to cater those changing

customer behaviour.
 SOCIAL NETWORK AND BUSINESS BENEFITS
HUMANIZE THE BRAND: Social networks engage individuals and thus become a platform to introduce your product or

services. Social networking sites create real-human connections and can directly communicate the essence of your product or

services to the customers building credibility and trust towards the brand (business).

NETWORKING AND PARTNERSHIP: Social networking platforms are popular across the generations. There are online

communities who share common interest which allows marketers to partner and collaborate in such online communities.

Also, association and following in social networks allows customers to connect with the company directly impacting the

mutual understanding and strengthening the genuine network.

 SOCIAL NETWORK AND BUSINESS BENEFITS
FASTER AND EASIER COMMUNICATION: Unlike traditional communication approaches, social networks make

communication faster and easier. Now, businesses can directly target their message to the desired customer segment and

customer can openly criticize the business and have freedom to expression. Similarly, development of internet has made

communication much quicker and social networks are the mediums for such faster communications.

GLOBAL MARKETING CHANNEL: Internet makes world a global market and social networking sites makes a global

marketing channel. Now, businesses are boundaryless i.e. a home-made product in a suburb of africa can market and make its

product available in Nepal, all due to internet and social networking sites and online communities.
 SOCIAL NETWORK AND BUSINESS BENEFITS
BUSINESS IDEA AND RESEARCH: Social networks are the hub for all kinds of individuals. It stands as a place for idea

generation and research as there are billions of individuals with ideas and opinions. Many famous business households

considers online platforms for any kind of assistance or feedback. For product validation or new product development, business

requires information and social networks are platforms for such relevant information.

COST EFFECTIVE: Social network makes operation and strategies cost effective. It is much cheaper to advertise in social

networks. Similarly, one can advertise its business across border with minimal infrastructure and cost involved. Marketing

campaigns are effective and niche and hassel-free. Above all, business can control their campaign and save the operational cost

of strategy formation and implementation.

 SOCIAL MEDIA INFLUENCER: A CONTEMPORARY CONCEPT
Social Media Marketing is evolving concept and “Influencers” are new marketing tools. Modern business requires

mobilization such new marketing tools. An influencer is someone who has:

● The power to affect the purchasing decisions of others because of his/her authority, knowledge, position or relationship.

● A following in a distinct niche, with whom he/she actively engages.

Influencer Marketing has emerged as a separate discipline and is considered as one of the most successful approaches to

contemporary marketing strategies. Every social media websites and apps has their own influencers. Similarly, online

communities have their own personalities affecting their followers in their respective manner.
 SOCIAL MEDIA INFLUENCER: A CONTEMPORARY CONCEPT
Social Media Influencers have been categorised in different ways considering their approach and influencing capabilities. Some

of the types of social media influencers are;

● Macro Influencers: They are individuals who have a huge following. Such influencers are famous more than influential. They can reach a

larger audience. Example: Kim Kardashian, PewDiePie

● Micro Influencers: They have comparatively low audience and followers but have influential ability to engage their home audience. They are

more interactive with their audience. Example: Modern Fit, Miette Dierckx, Kristal Heredia

● Nano Influencers: They have niche followers and their content is for specific interest group. Such influencers are considered while promoting

a product to a niche group that share strong common attitude. Example: Mr. Foodie Nepal

● Informative Influencers: They are the experts in their respective field and their content is very specific to their expertise. Followers considers

such influencers for their opinion and validation. Example: Mr. who is the boss, Photo Gear News
 SOCIAL INFLUENCERS CHARACTERISTICS

● CREATIVE APPROACH

● CONSCIOUS OF THE AUDIENCE

● HONESTY AND COURTEOUS

● CONTEMPORARY AND UPDATED INFORMATION

● CONSENT AND AUDIENCE SENSITIVE

 EVALUATING SOCIAL MEDIA CAMPAIGN

Evaluating social media campaign requires some steps:

Step 0: Volume of the Campaign = Unique Visitors/Reach (%)

Step 1: Quality of the Campaign = Conversion Rate

Step 2: Cost of the Campaign = Cost per Click (CPC)

Step 3: Cost per Acquisition (CPA)

Step 4: Campaign ROI (%)

Step 5: Branding Metrics

Step 6: Lifetime Value

 EVALUATING SOCIAL MEDIA CAMPAIGN

Evaluating social media campaign requires some steps:

Step 0: Volume of the Campaign = Unique Visitors/Reach (%)

Step 1: Quality of the Campaign = Conversion Rate

Step 2: Cost of the Campaign = Cost per Click (CPC)

Step 3: Cost per Acquisition (CPA)

Step 4: Campaign ROI (%)

Step 5: Branding Metrics

Step 6: Lifetime Value

ILLUSTRATION OF EFFECTIVENESS OF SOCIAL MEDIA CAMPAIGN
 THE SOCIAL MEDIA MARKETING PROCESS

There are five steps to social media marketing process:

Fan Acquisition

Engagement

Amplification

Community

BRAND STRENGTH
(SALES)
THANK YOU !!!