Social Media

Marketing- A
Practical Approach
Agenda
• What is social media marketing ?

• Platforms of social media marketing

• When do you use which platform ?

• Social Media Marketing Tracking, Analytics &

Feedback

• Social Media Marketing Strategy Development &

Audience Building

• Automation & other tools in Social Media

• AI in Social Media
 What is social media
marketing?- STP
• It is marketing using social media platforms
• It is actually now just MARKETING
• It is the best way to reach out to a wide audience, but which is also
niche & targeted
• It is the best way to run targeted communications & engage the
community while creating awareness
• It works not when you yell or sell.
• It works, when you have followed the basic principles of Product
Development & Marketing
• Contrary to older beliefs the buying decisions on social media are
rather informed & well thought
• Social Media can amplify a well developed product which has
defined its buyer persona (Segmentation), uses the right
platform to communicate (Targeting) & disemminates relevant
information across the platforms (positioning)
 Social Media Platforms
(the main ones, anyways!)

2004 2003 2006 2025

• A division of Microsoft • Started off as a photo
• From Facemash to Meta • Started as a short
• Picked up visibility as a sharing application.
• From a college messaging plaform to
Job & Professional • Focus was to click &
networking platform to share thoughts and
Connection Networking post instant photos for
world’s largest ideas in 140 words
• Has transcended into the • Served as a great tool
community
interaction & community
most effective medium for engagement
platform to keep track of what
B2B Marketing in the last • Now the largest photo,
• Owns whatsapp & was happening in a
7 years video & social
instagram now short way
• Billions worth of content, • Offers multiple tools from • Now can have a
engagement platform
job lisitings to showcase • Owned by Meta & well
user data & paid message of upto 280
pages to paid promotions integrated to operate
marketing characters
& outreach with whatsapp & FB to
• Is called X now .
boost sales
Some Other Platforms
• Youtube
• Google
• Wordpress
• Snapchat
• Signal
• Telegram
• Pintrest
• Whatsapp
• Tik Tok
• Reddit
• Tumblr
FACEBOOK
aka META
KEY FEATURES
• Personal Profile & Description

• Single or multiple company pages possible

• Can be used for not-for- profits

• Can be used for e-commerce business set up- FB Market Place

• Can serve as a micro website

• Can serve as a means of generating queries- thru whatsapp, FB

messenger

• Enables the means of communicating & making announcement to

followers & connections

• Has multiple privacy & page role allocation settings

• Most economical means of paid campaigns, with large targeting

options

• Options to run live events

• Groups & Community Engagements

 When to use FACEBOOK ?

01 02 03
Set up company pages & use the FB
Stay connected with your friends, Set up a Market Place. Use a FB
company page set up as a means to promote
family & most important your Alma marketplace as a test run before
the business – organically by joining relevant
Mater. Join Alumni Groups, Join you launch your own e commerce
groups & cross posting the content &
similar interest hobby as well as space. Promotions via facebook &
inorganically through targeted ads to the
trade/ business groups to get the hits, queries, order bookings
audience. Use the integration between
regular updates on the industry & will help you analyse your
whatsapp & FB to effectively get people to
also use these groups for your audience & response to products
contact your business. Work on community
outreach to enhance business & service better than jumping into
building & run events to get maximum
solutions investing in an app or a website
visibility at lowest cost
Campaign Tracking &
Analysis
• Likes, shares, reactions, comments

• Per post impression & time spent per post

• Post Engagement

• Cost per lead

• Cost per click

• Reach area

• Reach gender & demographics

• Reach Device

• Platform of reach

• Total Reach
 Strategy & Targeting

01 02 03
• Relevant content, thought • Focus on social listening
Define the persona of the target
• Catch up with trends & fit them in
audience & stakeholders. leadership, knowledge sharing,
• Ensure you send out regular updates &
- Who are they ? entertainment, calling for build share worthy material for a news
- What is their interest ? involvement & action, community feed
- What platforms they browse ? engagement & interaction • Focus on hashtag building as per
persona of buyers
- Why do they use Meta ? • Regular monitoring of the
• Focus on tagging of relevant
- Is my product meaningful to them ? responses & revising the content communities
- What is the information which will help & communication • Make sure you create a strong personal
them take a decision? • Run a particular idea for atleast 1 profile & then work on your page.
• Your friends will be your best evangelists
- What is our objective of promotion ? month
 Assignment
1. Create a Page on Facebook for a business you envision
& send an invite to all your friends

2. Create a community of your batchmates in this batch &

all of you join that & also send the update of this link to
other groups & communities of ICFAI & call them to
interact
INSTAGRAM
aka INSTA
 KEY FEATURES
• Create multiple accounts on the same device & mobile number • Collaborating with others for enhanced reach
• Can be linkedin to the facebook page – account is linkedin with the • Filters & chats (with followers)
page • Stories highlights
• Business accounts have the options to use monetization, shopping
• Ability to run polls, contests & quizzes on stories
& payment, advertisement, collaboration options
• Adoption of music across stories, posts & filters
• It is a key platform which enables all to share photos, ideas,
• Search & discover content & creators as per your interest
videos & get them trending through developing regular content &
• Perfect platform for focussed targeting basis the interest of
updates
• Options to post stories, with links the audience
• Posting of stories provides immediate updates to the followers • Detailed insights of the stories & posts
• Followership develops through follow backs, reshares, story • Detailed insights on the response of paid ads
shares and mentions • The best means of influencer marketing – present thought
• Hashtags integration as well stickers for interactive engagement leadership in the content
• Live postings of happenings & activities
 When to use INSTAGRAM ?

01 02 03
For entertainment, edtech, health Create a hub for shopping- create Shareable and authentic content
& wellness and hospitality a instagram account based with high visual appeal & with
businesses promotions. Any shopping site- in which sales focus on niche audience interest
activity or concept which interactions & shopping can
promotes engagement as the key happen through instant
& can be used as the basis for messenger queries as well as one
creating or telling a story through click purchases
pictures & videos
 Campaign Tracking &
Analysis
• Likes, shares, reactions, comments ,
messages
• Story shares & mentions
• Views on posts & stories
• Reaction or follows increase
• Accounts engaged
• Accounts reached
• Profile activity
• Post / Story Impressions
• Reel play/ replays
• Initial plays
• Profile Visits
• Website Visits
• Reach of the post/ profile
• Achievements
• Total Followers
 Strategy & Targeting

01 02 03
Define the persona of the target Clear concise bio, with reference link, Follow & follow backs, story mentions,
responding & engaging with the audience as
audience & stakeholders. consistent posting of visually
well as devising engagement activities for
- Who are they ? appealing images & videos them – contests, events, live streams with
- What is their interest ? guests & people of interest for the niche
- Hashtags they follow
- What material is shareworthy for
them?
 Assignment
From your account search for stories & posts which meet
the interest of your friends and followers & reshare them on
your stories with relevant shout outs and as a post with
relevant comments / messages
LINKEDIN
KEY FEATURES
• Personal profile accounts with focus on the career & education
description
• Features to create company pages, showcase pages, event pages
• Live streaming of events is possible
• Job postings & job searches as per requirement or profile is
possible
• Search of relevant audience basis industry, location, school,
university, organization, designation enables the connection to
relevant people
• Provides the means of outreach through messages & reactions
and comments
• Create your network and view it, reach out to them
• Download the network list
• Upload your contact data to search them on linkedin and send
them invites to become connections & join the network
• Create blogs, polls, documents & share with the followers
• Create and join groups & communities
• Create and join discussions
Campaign Tracking
Analysis
• Likes, shares, reactions, comments

• Per post impression

• Profile viewers

• Search Appearances

• Reposts

• Tagging

• Total followers on account & on pages

• Increase in followers

• Unique page visits

• Device Access

• Demographics (work & designation)

 When to use LINKEDIN ?

01 02 03
Professional Connect with Alma B2B Marketing &
connections, learning, Mater & professional Promotions- lead
knowledge sharing interest groups and generation & job portal
communitites
 Strategy & Targeting

01 02 03
Identify the industry, designation & Develop relevant thought leadership
Use communities & groups to
professional profile. Define your content, which is valuable for your
reach out to other relevant
connections & network. Engage, audience. Create company /
objectives for the outreach & create
interact, endorse your connections & showcase pages and work on
necessary note for communication.
followers for their skills. Personalize delivering organic followers to
Profile, education & career the pages.
your relationships by commenting &
description to be appealing &
reacting to the content of others and
relevant share the content with impact
 Assignment
Update your description, profile & about. Also create a post
speaking to your audience about your opinion on the
ongoing climate change reversal meets & summits. Call for
comments & reactions.
Formerly TWITTER
KEY FEATURES
• Microblogging site
• Can run polls for opinion gathering & engagement
• Upto 280 characters per post
• Engagement enhancement through retweets/ reshares as
• Can follow communities, people, channels as per interest
well as comments for amplification
• Often used by celebrities to give short & quick insights on
• Follows & follow backs – will happen if updates are really
the goings on
upto date or are interesting basis the hashtags connected
• A very strong tool which can be used without visual- photos
• Direct messenger
or videos
• Can track performance and audience response to the
• User verification is an added benefit on X
content through detailed analytics
• Paid tools available to reach out to larger audience
• Twitter spaces
• Most trending accounts basis the interest get automatically
followed
• Lesser social clutter & hence used as a strong news &
update platform
• Can join interest groups, communities, discussions &
enhance networking & business reach
 When to use X ?

01 02 03
To stay up to date on the To provide real time & A super tool for live
relevant happenings quick updates about your posting during events, with
basis our interests. You business/ organization to special focus on
can also be part of the fiolllowers, users and appropriate hashtags.
interest groups and target audience. It can Relevant content &stories
communities to learn also serve as a platform get followed & reshared
about the latest to provide regular
developments and updates on service
innovations related queries
 Campaign Tracking & Analysis
• Like, retweet, and comments

• Post impression

• Post Engagement

• Profile Visit/ Views Count

• New Followers due to a Post

• % increase or decrease of impressions & followers

• Engagement rate of tweets

• Conversions- basis the ad goals

• ROAS- return on add spend

• Cost per Click / lead

 Strategy & Targeting

01 02 03
Define the persona of the target • Run focussed ideas and updates- • Follow twitter lists (communities)
audience & stakeholders. atleast 10 to 15 a day to start off • Engage with relevant content with the
- Who are they ? with other followers on the twitter list
- What is their interest ? • Engage with the followers & • Collaborate with other followers to create
- Optimize profile basis the interest of following audience discussions & invite relevant inputs
the account for the target audience • Respond & join twitter chats on • Host Twitter Space conversations for
- Focus on hashtag building with relevant discussions engagement
relevant but consistent content • Avoid trolling or passing negative • Run polls & respond to the poll inputs
updates comments
 Assignment
1. Update your twitter profile to describe your interests &
follow people/ accounts & twitter lists of your interest
2. Create a poll on a management topic- HR, Marketing, AI,
Design Thinking, etc & DM the same to your followers,
requesting them to share their opinions
 AUTOMATION TOOLS & AI
• ChatGPT, Bing I & Google Bard
• SalesQl
• Lusha
• Octopus
• Phantombusters
• Quillbot
• Anyimage.io
• Canva
• Hootsuite
• And more
Thank you!