Module 1:

Introduction to Social
Media Marketing
 What is Social Media ?
• Social media are interactive technologies that facilitate
the creation and sharing of information, ideas, interests, and other
forms of expression through virtual communities and network.
• This involves publishing great content (Text, Audio, Video etc) on
social media profiles, listening to and engaging followers, analyzing
your results, and running social media advertisements.

Creating

Exchange Sharing

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 Features of Social Media
• Social media outlets differ from traditional media (in many ways, including
quality, reach, frequency, usability, relevancy, and permanence)
• Social media outlets operate in a dialogic transmission system (i.e., many
sources to many receivers) while traditional media outlets operate under a
monologic transmission model (i.e., one source to many receivers).
• Social media are interactive Web 2.0 Internet-based applications.
• User-generated content—such as text posts or comments, digital photos or
videos, and data generated through all online interactions—is the lifeblood
of social media.
• Users create service-specific profiles for the website or app that are
designed and maintained by the social media organization.
• Social media helps the development of online social networks by
connecting a user's profile with those of other individuals or groups.

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 What is Social Media Marketing ?
• Social media marketing is a form of
digital marketing that leverages the
power of social media networks to
achieve the marketing and branding
goals.
• This involves publishing great content
(Text, Audio, Video etc) on social
media profiles, listening to and
engaging followers, analyzing your
results, and running social media
advertisements.

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 Average Time Spend on social
Media
Youtube - 40 min
Facebook – 35 min
Snapchat – 25 min
Instagram – 15 min
Twitter - 1min
Average time People spend on Social Media - 2.5
hours

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 India No 1 in Social Media
Facebook Users by Country

Youtube Users by Country

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 Social Media Goals
1. Increase brand awareness
2. Drive traffic to your website
3. Generate new leads
4. Grow revenue (by increasing signups or sales)
5. Boost brand engagement
6. Build a community around your business
7. Effective social customer service
8. Increase mentions in the press
9. Never miss a mention through social listening

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Social Media Marketing
-What it includes?

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 Social Media Profiles
Personal Profile:
Personal profiles are a description
of individuals' social characteristics
Social Media that identify them on social media
Profiles sites such as LinkedIn, Facebook etc

Business Profile:
Personal Business Business profile can help you to
Profile Profile attract followers, get new customers
and develop your brand. You can opt
for paid advertisement for your
post/profile using Business Profile

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 Business Profile of facebook
• https://adsmanager.facebook.com/adsmanager/

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 Business Profile of Instagram
If you want to change a personal
profile to a professional account,
follow these steps:
Open your Instagram app and log in.
1.Click on your profile picture on the
bottom right of the screen, and this
will take you to your ‘grid’.
2.Click on the three horizontal lines
on the top right of your screen.
3.Click ‘Settings’.
4.Scroll down and click on ‘Account’
5.Scroll down slightly
6.select ‘Switch to Professional
account’.

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Business Profile of Linkedin
https://www.linkedin.com/campaignmanager/accounts

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 Organic Social Media
• Organic social media refers to the free
content (posts, photos, video, memes,
Stories, etc.) that all users, including
businesses and brands, share with each
other on their feeds.
• As a brand, when you post organically
to your account, you can expect that
the people who will see it are:
• A percentage of your followers (a.k.a.
your ‘organic reach’)
• Your followers’ followers (if people
choose to share your post)
• People following any hashtags you use

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 Paid Social Media
Paid social media is another word for
advertising. It’s when brands pay money to
Facebook, LinkedIn, Twitter, YouTube, etc. in
order to have their content shared with
specific new targeted audiences who are
likely to be interested, either through
“boosting” their organic content, or
designing unique advertisements.
Paid social is experiencing a rebound after
the uncertainty of 2020, according
to eMarketer. when they are designed with
care

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Integrating social media with Paid
marketing

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 Facebook Ads Stats-Cost Leader
• Facebook ads can reach up to 36.7% of the adult population, the highest
percentage of all social media platforms
• An average Facebook user clicks on 12 ads per month
• In terms of cost, the average conversion rate and cost per conversion on
Facebook is 9.21% and $18.68, compared to 4.40% and $56.11 for Google Search.
• Compared to Instagram, Facebook’s cost per click and click-through rate is
$0.49 and 3.06%, vs Instagram at $1.09 and 0.68%.
• Age 65+ is the fastest-growing demographic for Facebook ad reach.

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Instagram – Organic Engagement & Reach
• Instagram have the highest organic reach of all social media platforms
(9.4%)
• Highest organic engagement rate, at 1.16% compared to 0.27% on
Facebook and 0.07% on Twitter. I.e. 10 times greater than Facebook, 54
times greater than Pinterest, and 84 times greater than Twitter.

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Instagram Ads for Brands and Shopping

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 Engaging Social Media Post
Post Elements

• Caption: Describe your visual, or draw attention with

a statement, question, or headline. Research shows
that an average of 150 characters, or about 15 words,
gets the most clicks.
• Emoji: Include relevant emoji to add tone and visual
interest.
• Call to action: Ask a question to encourage
comments, or share a link to invite your audience to
learn more, try, or buy.
• Mentions: Mention other accounts (yours or others)
for added visibility and reach.
• Hashtags: Add topical and relevant keywords for
added reach. For hashtag recommendations for each
social network, see Know your networks.
• Images or videos: Include one or more (depending
on the social network) compelling, high-quality
photos, GIFs, or video clips, tailored to your brand and
the tastes of your audience.

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 Rules for Engagement for Social Media
1. Talk About Your Topic (Not Just Your Brand)
2. Join Question & Answer (QnA) Sessions
3. Share Other People’s Content
4. Using Influencers to Share Content
5. Make Your Customers Feel Engaged
6. Make Your Posts Visual
7. Add Relevant Hashtags (#) to Your Posts
8. Create Polls & Surveys
9. Run Contests and Giveaways
10. Post Frequently (and at optimal times)
11. Engage With The Latest Trends and Issues
12. Use Analytics Tools to Monitor Engagement
https://www.linkedin.com/pulse/11-thumbrules-increasing-your-social-media-engagement-chatterjee/

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Mercedes Benz

8,70,00,000 Organic Instagram Impression

20,00,000 Instagram Likes
150 Stunning Phots

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Thank you

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