1.
Social Media Marketing
Anandan Pillai

2.
Social Network Users in India
390 Mn 62 Mn 100 Mn

3.
Top Brands
Source: SocialBakers

4.
Top Brands
Source: SocialBakers

5.
2019 Media Spends
4640
3608
3429 3414
375
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Video SEM Social Display Affiliates + Content +
Influencers
Digital AdEx (in INR Crores)
Source: Pitch Madison Advertising Report

6.
Is it…
COMMUNITY
MANAGEMENT
OR PAID ?

7.
Has Social Media transformed?
Community Size Mattered
2007 – 2010/11
Contests Driven Engagement
2011 – 2016/17
Emotional Content + Commerce
2016/17 onwards

8.
7 Cs of Social Media
Marketing
Channel
Community
Context
Conversations
Curation
Cross-channel dynamics
Commerce

9.
Channel

10.
Social Media Channel
Personality

11.
Community

12.
Decisions
• Who?
• How much?
• Organic vs Paid
• How long?

13.
Context

14.
Context
Maintain Brand Awareness
Product Launch
Festive Engagement
Trending Topic (Topical Marketing)
Social Issues
Milestones
Employer Branding

15.
Maintain Brand Awareness

16.
Product Launch

17.
7 Cs of Social Media
Marketing
Channel
Community
Context
Conversations
Curation
Cross-channel dynamics
Commerce

18.
Festive
Engagement

19.
Festive
Engagement

20.
Trending Topics

21.
Social Issues

22.
Milestones

23.
Employer Branding

24.
Employer
Branding

25.
Conversations

26.
Online Reputation Management

27.
https://www.anandanpillai.com/zebronics-twitter-customer-support/

28.
What’s your
comment on
this emailer?

29.
Online Reputation Relationship Management

30.
Curation

31.
Why Curate?
• Break monotonous
• Involve the larger audience ‘actively’
• Delegate brand ownership
• Larger & effective word of mouth
• Wider organic reach

32.
Influencer marketing
agencies in India
• www.theinfluencermarketingfactory.com
• www.chtrbox.com
• www.whisskers.com
• www.letsinfluence.io
• www.grynow.in
• www.brandloom.com
• www.whatstheword.co
• www.hdkdigital.com
• www.influencer.in
• www.urpopular.com
• www.talkwalker.com

33.
Sample list of
influencers
• Source: Talkwalker

34.
How to find
influencers?

35.
What factors
should you be
vary of?
Source: Talkwalker

36.
Cross-channel
dynamics
Yes or No?

37.
Commerce

38.
Measurement
• Engagement
• Facebook – Reactions (various), Comments (Positive
/ Negative / Neutral), Shares
• Twitter – Likes, Retweets, Replies, DMs
• LinkedIn – Likes, Comments, Shares
• Instagram – Likes, Comments, Reposts
• YouTube – Likes, Dislikes, Comments
• Growth in community size
• Website Traffic
• Brand Awareness (regular measurement at
equal intervals, say every quarter)
• Word of Mouth (will your community
recommend your brand?) - Survey
• Sales / Leads / Footfalls

39.
Thank you