Social media marketing

M
Social Media
Marketing

        Facilitator:
        Sagar Naveen Zalavadiya
        M.A.D Club
What is Social Media ??

•Social media involves a natural, genuine
conversation between people about something of
mutual interest, a conversation built on the
thoughts and experiences of the participants. It is
about sharing and arriving at a collective point,
often for the purpose of making a better or more-
informed choice.


  People + message + Internet = social media
An Example


       Who
         Is
   Anna Hazare ???
Social media marketing
Social media marketing
How Does Social Media Differ from
Traditional Media?

•Social Media involves online social channels.
•Social media changes over time, it evolves.
•Social media is participative: the “audience” is assumed to be part of
the creative process or force that generates content.
•Social media is not a ‘thing’, it is a collaborative process that allows
you to create, share, alter and destroy information.
•Social Media is not controlled by anyone or by an organization. Being
part of the conversation instead of being defined by it
Social Media: The Big Picture

 The bigger question is, “What are they using it for?
  be aware                                        talk
             consider           form opinion
                         buy   use

                                                          word-of-mouth




    marketer-generated               consumer-generated
     (Think “funnel”)            (Think “megaphone”)
Social Media Channels
                                     With TakeAway Tips !!!




“We are the people formerly known as the audience."
Blogging

•Every company should have a blog, and it should be the center of your
social marketing efforts.
• Pick a niche you can own, stay away from crowded areas, and bring
your unique voice.
• Get a good design. Without one, you’ll find it hard to be taken
seriously.
• Establish a consistent habit of regular posting, and stick to it.
• Get to know other bloggers in your industry and become a valuable
part of their community to increase the visibility of your own blog.
• Mix up content types and add multimedia.
Micro-Blogging| Twitter

•Microblogging is a quick and easy way to get into social media and
promote your content.
• Set up your account for optimal following and tweeting, with a good
avatar and an optimized bio.
• Follow people you already know, and search for people who tweet
about your interests and follow them.
• Twitter is all about two-way conversations; engage with people, don’t
just broadcast.
• Ask for retweets (politely) to get them.
• Use Twitter clients that help you manage your account on your
desktop and mobile device.
Social Networking
• Social networks allow you to build direct and personal relationships
with your customers.
• People should have profiles; companies should have pages.
• Set-it-and-forget-it is not a good social network marketing strategy.
Be active with updates and interaction.
• Know your audience and select the social networks where they can be
found.
• Motivate your fans to create content on social networking sites for
you. Organic content is much more convincing.
• Give your fans a place to interact with your company and one another.
Media Sharing

• Media-sharing sites make it easy for you to produce and distribute
multimedia content to millions of viewers.
• Leverage all your existing media by posting it to media-sharing sites.
• Use tags effectively; always include more than you think you need.
• Shorter is better when it comes to videos; produce bite-size content.
• Use open licensing and embedding features to encourage your viewers
to share your media for you.
• Inspire your fans to create organic content about your brand.
Social Media Marketing, Defined
• Active Listening
• Advertising Presence
• Engagement Advertising
• Advertising in a Social Context
                                    }   99% of that “80”
                                        is right here…


• Organic Social Media Presence
• Collaborative Presence
• Internal (Employee) Applications
Shift in Social Media Marketing Techniques
• Targeted Ads
• Social Context
• Measurable
Shift in Social Media Marketing Techniques
                         Engagement Ad




                           Engagement Ad with Social Context




                       Organic Impression
Social media marketing
Facebook Ads Cost: CPC vs. CPM Explained




                            An “impression” is a display of your advertisement. So
                            anytime your advertisement gets displayed to a user,
                            your ad is getting an “impression”.



http://www.facebook.com/business/ads
http://www.facebook.com/business/sponsoredstories/
http://www.facebook.com/business/platform/
Social Media Hierarchy of Needs
Social Media Analytics and Business
  Metrics
 Measure              Metric                       Reveals

INFLUENCE     Time on site           The value of the opinions and
              Bounce Rate            conversations to those interested in
                                     purchase.
ENGAGEMENT Pass Along                The interest levels in your message:
           Comment to post ratio     Are customers willing to pass a
           Diggs, Stumbles,          referral along given a potential gain
           Bookmarks                 or loss of personal “social capital”?
           Podcast Listens and
           views
LOYALTY       Blog post for Brands   The context and intensity of blog
              Recommendations        posts. Are people sticking up for you?
              Twitter and Similar    This can have a direct impact on
                                     whether or not this information
                                     makes it to the consideration
                                     process.
Social Media Analytics and Business
 Metrics
Measure             Metric                         Reveals

AUDIENCE    Referrers,               To whom your social media
            Demographics             campaign is appealing.
            Geographical Locations
INFLUENCE   Time on Site             How involved your audience is with
 LOYALTY    Bounce rate              your message and brand, product,
                                     service as a result of exposure to
                                     social media
 ACTION     Conversions              The number of times a desired
            Reviews                  outcome occurs following exposure
            Recommendations          to your holistic campaign. Tweets or
            Tweets and similar       similar references to a definite
                                     purchase or action reveal this as well.
Building a Social Strategy
• Active Listening
• Social Computing Policies
• Organizational Alignment
• Business Objectives
• Customer Assessment
• Measurement Program
• Integration Plan
Thank You 
1 sur 22

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Social media marketing

  • 1. Social Media Marketing Facilitator: Sagar Naveen Zalavadiya M.A.D Club
  • 2. What is Social Media ?? •Social media involves a natural, genuine conversation between people about something of mutual interest, a conversation built on the thoughts and experiences of the participants. It is about sharing and arriving at a collective point, often for the purpose of making a better or more- informed choice. People + message + Internet = social media
  • 3. An Example Who Is Anna Hazare ???
  • 6. How Does Social Media Differ from Traditional Media? •Social Media involves online social channels. •Social media changes over time, it evolves. •Social media is participative: the “audience” is assumed to be part of the creative process or force that generates content. •Social media is not a ‘thing’, it is a collaborative process that allows you to create, share, alter and destroy information. •Social Media is not controlled by anyone or by an organization. Being part of the conversation instead of being defined by it
  • 7. Social Media: The Big Picture The bigger question is, “What are they using it for? be aware talk consider form opinion buy use word-of-mouth marketer-generated consumer-generated (Think “funnel”) (Think “megaphone”)
  • 8. Social Media Channels With TakeAway Tips !!! “We are the people formerly known as the audience."
  • 9. Blogging •Every company should have a blog, and it should be the center of your social marketing efforts. • Pick a niche you can own, stay away from crowded areas, and bring your unique voice. • Get a good design. Without one, you’ll find it hard to be taken seriously. • Establish a consistent habit of regular posting, and stick to it. • Get to know other bloggers in your industry and become a valuable part of their community to increase the visibility of your own blog. • Mix up content types and add multimedia.
  • 10. Micro-Blogging| Twitter •Microblogging is a quick and easy way to get into social media and promote your content. • Set up your account for optimal following and tweeting, with a good avatar and an optimized bio. • Follow people you already know, and search for people who tweet about your interests and follow them. • Twitter is all about two-way conversations; engage with people, don’t just broadcast. • Ask for retweets (politely) to get them. • Use Twitter clients that help you manage your account on your desktop and mobile device.
  • 11. Social Networking • Social networks allow you to build direct and personal relationships with your customers. • People should have profiles; companies should have pages. • Set-it-and-forget-it is not a good social network marketing strategy. Be active with updates and interaction. • Know your audience and select the social networks where they can be found. • Motivate your fans to create content on social networking sites for you. Organic content is much more convincing. • Give your fans a place to interact with your company and one another.
  • 12. Media Sharing • Media-sharing sites make it easy for you to produce and distribute multimedia content to millions of viewers. • Leverage all your existing media by posting it to media-sharing sites. • Use tags effectively; always include more than you think you need. • Shorter is better when it comes to videos; produce bite-size content. • Use open licensing and embedding features to encourage your viewers to share your media for you. • Inspire your fans to create organic content about your brand.
  • 13. Social Media Marketing, Defined • Active Listening • Advertising Presence • Engagement Advertising • Advertising in a Social Context } 99% of that “80” is right here… • Organic Social Media Presence • Collaborative Presence • Internal (Employee) Applications
  • 14. Shift in Social Media Marketing Techniques • Targeted Ads • Social Context • Measurable
  • 15. Shift in Social Media Marketing Techniques Engagement Ad Engagement Ad with Social Context Organic Impression
  • 17. Facebook Ads Cost: CPC vs. CPM Explained An “impression” is a display of your advertisement. So anytime your advertisement gets displayed to a user, your ad is getting an “impression”. http://www.facebook.com/business/ads http://www.facebook.com/business/sponsoredstories/ http://www.facebook.com/business/platform/
  • 19. Social Media Analytics and Business Metrics Measure Metric Reveals INFLUENCE Time on site The value of the opinions and Bounce Rate conversations to those interested in purchase. ENGAGEMENT Pass Along The interest levels in your message: Comment to post ratio Are customers willing to pass a Diggs, Stumbles, referral along given a potential gain Bookmarks or loss of personal “social capital”? Podcast Listens and views LOYALTY Blog post for Brands The context and intensity of blog Recommendations posts. Are people sticking up for you? Twitter and Similar This can have a direct impact on whether or not this information makes it to the consideration process.
  • 20. Social Media Analytics and Business Metrics Measure Metric Reveals AUDIENCE Referrers, To whom your social media Demographics campaign is appealing. Geographical Locations INFLUENCE Time on Site How involved your audience is with LOYALTY Bounce rate your message and brand, product, service as a result of exposure to social media ACTION Conversions The number of times a desired Reviews outcome occurs following exposure Recommendations to your holistic campaign. Tweets or Tweets and similar similar references to a definite purchase or action reveal this as well.
  • 21. Building a Social Strategy • Active Listening • Social Computing Policies • Organizational Alignment • Business Objectives • Customer Assessment • Measurement Program • Integration Plan