S ESS IO N

DIGITAL MARKETING
S O C I A L M E D I A M A R K E T I N G PA RT 1

LETS RECAP A FEW NUMBERS

Facebook
users in
India
125
million

Twitter
users in
India
22-25
million

LinkedIn
users in
India
30 million

Growth in social
media accounts
31%

Social media
access via mobile
85%

DEFINITION OF SOCIAL MEDIA

Any media that lets people converse, talk,
connect with each other

WHAT WIKIPEDIA SAYS

A group of Internet-based applications that build
on the ideological and technological foundations
of Web 2.0, and that allow the creation and
exchange of user-generated content.

WHAT WIKIPEDIA SAYS

A group of Internet-based applications that build
on the ideological and technological foundations
of Web 2.0, and that allow the creation and
exchange of user-generated content.

THIS COVERS A WIDE SPECTRUM

Networking: Facebook, LinkedIn, Friendster, Google+
Special-interest: Myspace, TeamBHP, Pagalguy,
Couchsurfing
Messaging: Google Talk, Whatsapp, WeChat, FB
Messenger
And even: Comments sections, blogs, video sharing sites

A brief history of social media

1978: BULLETIN BOARD SYSTEMS

The precursor to forums & discussion boards of
today

1985: AOL
Pioneered chat and chatrooms

1993: TRIPOD
Online community for students and youngsters

1997: SIXDEGREES
One of the first sites to let users create profiles

1999: FRIENDS REUNITED

The first network to achieve popularity and scale

2002-2004
Explosion of networking sites including:

Friendster
Myspace
LinkedIn
Ryze
hi5

2002: PAGALGUY
Largest MBA-specific discussion forum in the world

2004: THE BIRTH OF THE GIANT

Facebook born, initially as a college-only network

THEN ONWARDS
More people started getting online
The mobile effect
It became mainstream: News, celebrities, IPOs
Niche and regional platforms took off

VARIOUS TYPES OF SM PLATFORMS

NETWORKING SITES

MULTIMEDIA BROADCASTING SITES

BLOGGING / MICROBLOGGING

FORUMS / SPECIAL INTEREST

REVIEW SITES

MESSENGERS

LEST WE FORGET, OTHER

LANGUAGES

THE NEW WAVE OF PLATFORMS

Its important to keep in

mind that social media
constantly changes

ENTER: BRANDS

Clearly, with so many

people spending time,
marketers realised this
was a space they had to
be in.

MARKETING ON SM EARLY DAYS

Sites never made too much money apart from
some display ads
Facebook and its targeted advertising changed
all that.

2005: THE FIRST FB ADS

ADS ON FB EVOLVED, THANKS TO TARGETING

EACH PLATFORM DEVISED SOLUTIONS

Twitter: Promoted tweets / trends
YouTube: Pre-roll advertising / text ads
LinkedIn: Inmails

UNIQUE PAID SERVICES

LinkedIn: Premium account; sales / HR managers
SoundCloud: Premium account for musicians
Slideshare: Premium account for customizations

SMM TODAY
Integral part of digital marketing
Accepted systems, processes, tools, and
designations dedicated to social media, across
industries

THREE ASPECTS TO SMM

Content

Campaign
s

Media

THREE ASPECTS TO SMM

Content

Campaign
s

Media

WHAT COULD CONTENT MEAN?

Post

Tweet

Blogpost

And many
more
Video

Photo

Content bucketing

Product

Brand

Category

Affinity

Brand

Product

New range of
watches
Stores
Offers and
promos
Testimonials

Move on
Sorry For
What
Contests /
videos based
on the above
Associations

Affinity

Category

What goes
behind
watches
History of
trendiness

New music
fests
Gadgets
Style-related
events

Product

Team news
Players
Live scores

Brand

MI Paltan
CSR
activities

Category

ABC of
cricket
ABC of
Mumbai

Affinity

Important
Mumbaibased news
Restaurants

Product

Loans
FDs
New ATMs
Achievemen
ts

Brand

Associations
Contests

Category

Affinity

Understandi
ng finance
Topical
financial
news

Celebrating
various
days
Congratulati
ng Indians
on
Wimbledon

High brand
Relevance
Many brands do stuff here
product posts or brand
content which sadly is not
very entertaining or
useful for the consumer

Low
Engage
-ment

Most good brands would

never operate in this
space which neither
makes sense for the
brand or is engaging for
the consumer

Low brand
Relevance

A brand should aim is to

be here the ideal mix of
brand objectives and
engagement.

In a bid to be highly
engaging, many tactical
activities tend to be here
which create buzz but
brands role is not clear, is
forgotten, or worse, is
mixed up with a
competitor

High
Engagement

THREE ASPECTS TO SMM

Content

Campaign
s

Media

CAMPAIGNS
One big, creative idea
Based on business objective, audience and brand
Examples will be shown in the next session /
revisited in session 15

THREE ASPECTS TO SMM

Content

Campaign
s

Media

Media =
Spending money to
promote something

Why is this important?

ORGANIC REACH IS DEAD

THE INDUSTRY PANICKED

ACROSS PLATFORMS!

We have reached a stage

where, essentially,
ALL content needs to
be promoted

Creating
good
content is
only half the
battle won

MOST PLATFORMS HAVE PROMOTION OPTIONS

Promoted post
Promoted page

Promoted tweet
Promoted trend

PreRolls
Masthead

Promoted photos

The interesting part of

promoting = TARGETING

Amazon will
obviously get
better sales if
they send this
to people who
are fans of
Manchester
United

Lets look at FB Targeting

www.facebook.com/ads

Lets look at Twitter Ads

https://ads.twitter.co
m/accounts/18ce53vovyk
/campaigns_dashboard

Lets look at LinkedIn Ads

https://
www.linkedin.com/stati
c?key=advertising_info

Facebook has two more

tricks up its sleeve

Custom Audiences

Lookalike Audiences

THESE THREE WORK IN TANDEM

Content

Media

Campaign
s

A QUICK RECAP

SESSION 6: SMM PART 1

SM Statistics
Definition of SM
History of SM platforms
Types of SM platforms today
Brands on SM - evolution
3 aspects
Content - bucketing
Campaigns
Media & targeting, organic reach, FB, Twitter targeting options

THANK YOU!