Social Media Marketing (SMM)

Social Media – Fun and Thoughts

Social Media Global Landscape
Social Media and Marketers
JAN 2022
 Defining Social Media
It’s a group of Internet based applications that build on the ideological
and technological foundations of web 2.0 and allow the creation and
exchange of user generated content ( Kaplan & Haenlein, 2010).

Sites where users can add their own contents but do not have a control
over the platform in the same as they would have their own website
(Charles worth, 2014).

Note : Its different from traditional media. Social media has now certain
restrictions with respect to contents. So certain extent of control is there.
Social Media Funnel
(Source: Wiley)
 AIDAT Model- Social media
• Attention : Create Awareness
A
• Interest
I
• Desire
D

• Action
A

• Tell : Your opinions.

T
 Use of social media : Issues

1) Social media: Is a reflection of time when its

developed. So, its changing and dynamic.
2) In social media its better to avoid bogus claims and
fake contents.
Objectives of social media engagement

1) Brand Development
2) Income generation
3) Service
4) Customer connect and engagement.
 Concept of Social Media optimization

Its about driving more people towards your social media

pages and which in turn need to be directed to your website.
Its dynamic in nature.
SMO requires network of followers to pass on the contents.
The appeal is to humans.
Note : SMO & SEO need to be aligned with each other.
 Social Networks and Online communities
• Social network are member based communities that enable
users to link to one another based on common interests and
through invites. Ex : Starbucks Facebook page.
• Online communities are where people aggregate around a
common interest area with topical interest and often
include professional content. Ex: Harley Owners group,
Starbucks my idea page.
 Effective Social media Marketing

• Effective social medial marketing involves active listening

and engaging with your audience than just posting and
writing.
 Social media Approach

1) Listen to audience
2) Set Social media goals/objectives
3) Create content and develop media strategy
4) Implement
5) Monitor and Review
6) Improve
Social media governance process
Amul Twitter campaign
 Using Social media
Major Social Media platforms
1. Facebook
2. X(Formerly Twitter)
3. Instagram
4. Pinterest
5. You tube
6. LinkedIn
7. New platform- Threads
 Face book
• Humanizing your brand and connecting with your audience
on a personal level.
• Newsfeed should contain that are relevant to your brand
and project its vision and values.
• Make the most of images and videos.
• One to two posts are appropriate
• Monitor comments and messages and respond with in a
time frame.
Twitter to X
 X
• 280 character limit (Try to post shortened URL links). Need to be
precise and brief.
• Character limit increased for paid users-10k to 25k.
• pushing your own brand content by also sharing content from other
sources.
• Tweets can be brand specific and can promote a content offer. ( for
every 10 tweets , 4 can be brand specific and 1 can promote an offer.
• Tag your tweet when posting content that features an organization or
person.
• Relevant hash tags to engage your brand with other users.
• Response to the tweets. Multiple tweets if you have relevant and
 LinkedIn
• To network and share ideas
• Have your own Group if your industry is not having .
• Post links to blog articles or other web-based content is
common.
• Connect with industry influencers to broaden the reach of
your content.
LinkedIn is more of professional network so content need to
be relevant .
LinkedIn (Official Company pages)
Customer grievances in
LinkedIn
 Google Plus(Defunct)
• SEO boost the platform confers. Its deeply integrated with
the Google search engine.
• In this we can join communities, and respond to others’
posts more often than you post your own content.
• G+ Hangouts is an excellent (and free) collaboration tool.
• Note : Defunct: Discontinued for personal and brand accounts
(2 April 2019)
• Maintenance mode (G-Suite enterprise accounts)
 Instagram
1) Its platform for sharing images.
2) Engaging users with pictures and reels.
3) Research popular hashtags to gain more visibility for your photos
4) Use different apps like Whitagram and Picframe to complement
with your Instagram.
5) File size for videos -10 minutes or less is 650MB. The maximum
file size for videos up to 60 minutes is 3.6GB.
Instagram subscriber base (2023)
 Pinterest
• It is a “virtual pin board” where people can collect, organize
and share the things they discover on the Web
• Create boards showcasing your brands products and
services.
• You can embed links with your pins to drive users to
specific web-based landing pages or check-out pages.
• Users will be pinning it to their boards based on the content
and awareness of your products and brand will grow.
• No self promotion. Its place to share things.
 You tube

• For video contents, presence in you tube is important.

• Create a channel and post your videos ( 2-4 mins duration).
• You need to put a title and description which can enhance
audience view.
• Embed You tube videos in your website or blogs .
 Some Tips –Social Media

 USP of your product and services. Highlight in the posts.

 Inspirational or persuasive to get the customer attention.
 Appealing and creative contents- Videos and images
preferred.
 Clear CTA(Call to action)
 Promote user generated content.
 Paid Social Promotion

Paid social ads are appealing and use them to target right
audience.
Its an integrated cross platform tactic to be used in synergy
with other social media.
 Paid social promotions
1) Face book :Ad Create Tool allows you to make an ad
tailored to specific business goals ( Ex : Page likes, promote a
new app and highlight specific posts).
Page promotion to simply advertise your company's face book
page.
2) X : Promoted Accounts is a way to get more visibility for
your brand account/handle and it . It promotes these accounts
to users outside your network.
• Promoted Tweets allows you to give more visibility to a
specific tweet, a good tool when news jacking contents.
• Promoted Trends push your hashtag to the top of the trends
list. This can be used for a specific event or initiative you
are promoting.
Brezza- Facebook campaign .
 Tweets and Retweets
Tata Passenger Electric Mobility Limited
@Tatamotorsev
·
Jul 5
Tuesday trivia: Mr. Shailesh Chandra, MD, Tata Motors Passenger Vehicles
Ltd., and Tata Passenger Electric Mobility Ltd., had a very insightful
conversation on - ‘The One’s Changing the World’ podcast about the future
of mobility. Watch it here: https://bit.ly/3AxkzN0
Tata Motors
@TataMotors
·
May 20
Watch episode 5 of #MotorMentors where Mr. Mohan Savarkar, Vice President,
Product Line, Tata Motors Passenger Vehicles Ltd, shares his views on making
SUVs for India. Click here to attend: https://bit.ly/39kvtKC
#ConnectingAspirations #TataMotors #SUV #MakingSUVInIndia
3) Instagram : “Sponsored Posts” begun and are available to
brands with a very significant following.

4) Pinterest : It started promoted pins in US. You can bid to

have their ads placed in specific categories based on the online
auction system.
5) Threads : Meta application created for texts.
6) YouTube : The ads are powered by Google AdWords, ads will be
shown on videos being played in YouTube. In you tube you only
pay for the ad when people watch the ad.

7) LinkedIn: It allows your ad placed on a cost-per-click or cost-per-

impression basis. Ads can be shown on the following pages: User
Profile Pages, Home Pages, User Inbox, Search Results Page, and
Groups. Video size limited 75 kb to 200 MB.
Social media and commerce
Case of Starbucks

51
Case of Kotak Mahindra bank

52
53
 Campaign effects

The Facebook page of Ford EcoSport – with its 102K strong

community – has been sharing regular updates on this exciting
experiential campaign. The page also hosts an application for the
campaign, which again leads to the microsite.

The Twitter handle of Ford India with 2K+ followers is also

spreading word about the campaign along with the hashtag
#EcoSportDiscoveries.

54
 Threads –Meta Platform

 App created by Meta.

 Its for sharing text updates and joining public
conversations. ( similar to Twitter).
 Integrated with Instagram accounts.
Hyundai official FB page
Hyundai Creta Owners club
 Which Platform to choose?

a) Advertising plans and approach.

b) Privacy concerns
c) Where to engage- Target population
d) Target audience presence and scope to reach.
e) Objectives and ROI
Live Streaming and Key opinion Leaders
Live streaming and shoppertainment
Platforms
Taobao JD.com *Pinduoduo
Social Live commerce in India(Meesho, Myntra,Flipkart )

Source :AFAQS