Module II: Content
creation and promotion
Course Title: Social Media
Marketing
This Photo by Unknown author is licensed under CC BY-SA-NC.
Creating content
for social media
platforms
Guide to creating content
Study your audience - age, gender, education, income, interests,
Do your research
geographical locations
Social listening - monitor social media channels for mentions of
your brand, competitor brands, related keywords
Brand awareness; Website traffic; Sales and lead generation;
Engagement
Set your goals For instance, your CTA will be different for a sales post versus a
post designed to build brand awareness
Guide to creating content
Check the social media profiles of your competitors
Perform competitive analysis Their TG is same as yours
But make unique content to stand out
Make templates for regular posts such as guest speakers
Develop a content creation plan
Develop content future; avoid running out of content
and gather content Invite User-generated content (UGC), but incentivize them
Guide to creating content
Plan your social media posts ahead of time – do not miss out on
special events and occasion
Create a calendar Use social media management platform like Hootsuite that
allows scheduling posts on all your platforms from one place.
These platforms give you a dashboard, which allows tracking the
effectiveness of posts
Evaluate Keep track of your likes, comments, and web traffic
Determine which types of posts perform well and get the most
and analyze your results engagement
Written posts, blogs, articles, guides, and more
Types of Electronic books (eBooks)
Links to external content
social
Images
Videos
Live Videos
media Infographics
Testimonials and reviews
Announcements
content Contests
Holidays
6 types of social media content that drive most
engagement
Entertainment Inspiration Education
Fun holidays Quotes Informative blog posts
Viral videos Facts Tips and tricks
Jokes Personal stories Industry research
Memes Employee or customer features Case studies
Comics Live video training
Puzzles
Contest/giveaways
6 types of social media content that drive most
engagement
Conversation Connection Promotion
Questions Behind the scenes Client testimonials
Fill in the blanks Product reviews Webinars
Caption this photos Employee or customer features Discounts
Polls
Social
Media
Post
Types
Source: Leoni Consulting Group
Understanding strategies for audience
engagement
Invoke Provide
Ask questions
expression incentives
Make offers Deliver utility
1. Ask questions - “What 2. Invoke expression –
do you think?” is a clear Make people express
winner here themselves
• Probe their personality • Hit that # key
• Conduct media upload
• Play the “test your contests
knowledge” game
• Rally reviewers
• Post a poll • Showcase customers,
Understanding • Respond to my email partners, and
• Just ask employees
strategies for
audience 3. Provide incentives
engagement • Gamification - People
like to play games,
compete, keep score,
and win
• Valuable prizes and
even small rewards
4. Make offers – The old- 5. Deliver utility – useful
fashioned way content
Understanding • Instant coupons and • Blog posts, video,
strategies for discounts
• Membership clubs
infographics,
downloadable guides,
audience • Discount promotions mini-courses, helpful
email sequences,
• Free shipping
engagement webinars, and much
more.
Promotion of services and products
online
[Link] loyal customers an exclusive preview
• This can take the form of a private, in-person or virtual pre-launch party,
an online tour, preview, or demo.
• A special invitation to test it out and give feedback.
• Reinforce how much you value them and builds brand loyalty
2. Use a special introductory offer
•Discounted pricing.
•Reduced-rate bundle or package.
•Joint promotion with a complementary business.
•Voucher or coupon with purchase.
•Buy one get one free deal.
•Double the points if you have a loyalty program.
•Free gift for every referral.
Promotion of services and products
online
3. Make use of a Google Business Profile*
• Create a Google Business Account
• Use all four sections of your Google listing (Posts,
Photos, Products & Services, and Q&A).
4. Run a special social media contest
•Facebook contests garner an average of 34% new
customers per campaign
•Announce the content across all of your marketing
channels
Promotion of services and products
online
5. Spread the word via email
•82% of consumers open emails from businesses, and that
76% of email subscribers have made purchases from an
email marketing message
•Run an email campaign specifically about this new
offering—perhaps even as a series of emails building up to
the day of launch
• Highlight the offer in your subject line
6. Write a blog post
•Blog post on the newly launched item mentioning the
details, features, and benefits
Promotion of services and products
online
7. Host virtual events
•Host a Facebook Live session demoing the product and
highlighting its features.
•Run a live or recorded Q&A on the product itself.
•Center the event around an influencer who has expertise around
your new product or service and unveil the new offering at the
end.
8. Share customer reviews and testimonials
•84% of consumers trust online reviews as much as personal
recommendations.
•Ask customers to write reviews or share client videos after
seeking permission
Promotion of services and products
online
9. Make use of Facebook ads and Instagram Sponpored posts
• Create specific audience targeting
• Factor in gender, age, location, interests, marital status, profession, and more
10. Post regularly on social media platforms
•Create hashtags
•Create Q&A
•Ask for UGC content
•Initiate conversations around your product
Film marketing and social media
• Creating pre-release frenzy
• Dropping tantalizing hints about the movie
• Unveiling the name of the project and look of the posters
(Film announcement
video: [Link]
entertainment/bollywood-s-new-tricks-to-promote-
films-and-engage-the-audience-news-183500 )
• Posting stills of the movie
• Showing a fleeting glimpse of a popular actor
• Release of songs/ song teaser
• Initiating a conversational current with a hashtag
• Actors sharing links of released songs on their
official accounts or thanking followers for showering love
on the teaser/trailer
• Official movie pages featuring clips of actors promoting
films on TV/college campuses/malls, etc.
Film marketing and social media
• Release date
• Celebrities and all the contributors of the movie will
make their presence in front of audiences
• Going live on Instagram and Facebook
• Competitions, quizzes, giveaways (free movie
tickets)
• Inviting UGC reels
Film marketing and social media
• Post-release date
• Creating a positive feeling about the movie
• Sharing reviews about the movie
• Circulating clips and memes from the movie
• Celebrity interviews
• Announcing sequels
Case studies
• 'The Hunger Games' plays social
media: [Link]
plays-social-media/
• (Additional video) Dream11's social media
campaign: [Link]
1s-new-campaign-for-ipl-gets-3-idiots-actors/
Successful Bollywood
movie promotions on social
media
Celebs holding a sanitary
napkin, along with the
hashtag,
#PadManChallenge.
Successful Bollywood
movie promotions on social
media
The makers of the movie
started a social media
movement, the
#LipstickRebellion to break
gender barriers.
The campaign saw a lot of
celebrities and fans posting
pictures with lipstick placed
in their middle finger.
Successful Bollywood
movie promotions on social
media
The marketing strategy
revolved around the plot of
the movie, which saw
Shashi(Anushka's character
in the movie) present at
some of the most iconic
moments in the past.
Sources
• [Link] /social-media-content-creation/
• [Link]
• https ://custo mers .ai/a rticles/so cial -m ed ia-cont ent-that-drive-m ost-engagem ent
• https ://[Link] [Link] /m arket ing/proven-so cial-m ed ia-engagem ent-strategies
• https ://[Link] m/b log/ws/2020/07/29/ho w-to-prom ote-a-prod uct
• https ://[Link] [Link] /blog/so cial-m ed ia-cam paigns-for-m ovies/
• https ://[Link] rket ingm [Link]/5-bollywood-m ovies-social-m ed ia-cam paigns-that-went-viral/
• https ://[Link] igita [Link] /blog/prom oting-m ovies-through-social-m ed ia-platform s
• https ://[Link] mo [Link]/celebrity/news /a12489/7-times-bollywood-used-social-m ed ia-prom ote-their-
m ovies