Social Media Marketing

Dr. Rajesh Gupta

Associate Professor
Learning
Outcomes
After this lecture, you will be able to

 To understand the evaluation of social

media
 To understand importance of Social Media
Marketing
 Comparing social media marketing with
other marketing tools
Social media marketing (also known as digital
marketing and e-marketing) is the use of social
media—the platforms on which users build
social networks and share information—to
build a company's brand, increase sales, and
drive website traffic.
Social media marketing is a powerful strategy
that leverages social media platforms to
Digital and Social Media Marketing
Digital and Social Media Marketing
Digital and Social Media Marketing
Digital and Social Media Marketing
Digital and Social Media Marketing
Digital and Social Media Marketing
Social Media Marketing Vs Traditional
Marketing
 Traditional marketing, occasionally referred to as
offline marketing, entails any marketing strategy that
was deployed before the advent of the internet. It
incorporates tactics and strategies built around print,
such as newspaper or magazine ads, mailers, and
door-to-door fliers, as well as TV commercials and
radio ads.

 Social media marketing, used to describe online

marketing strategies built around the capabilities of
cyberspace. As its name suggests, social media
marketing leverages the prevalence of social media
platforms such as Facebook, Twitter, Instagram, and
Snapchat.
How the Concepts Are Different
 Social media concentrates on interactive social media
platforms, such as Instagram, while traditional marketing
targets offline media, such as television and print. Social
media marketing allows for more fluid and personalized
messaging, but traditional marketing tactics are usually
more static with a broader reach of audience .
 key performance indicators (KPIs) are metrics that enable
marketers to measure how successfully different kinds of
outreach engage customers. Because of social media
marketing’s interactive nature, it tends to use KPIs that
measure connection with current customers, such as
number of followers on Facebook. Traditional marketing,
meanwhile, uses KPIs that measure customer growth, such
as foot traffic to a retail store. Regardless of what KPIs are
used, understanding the principles of KPIs requires a basic
knowledge of business-related concepts such as economics
and finance. A marketing degree can help students learn
these vital concepts, which can ultimately help them build
stronger overall marketing strategies.
Digital and Social Media Marketing
How the Concepts Are Similar
 Traditional marketing and social media marketing
strive to build awareness of a product or service. To
that end, those who contribute to either type of
marketing strategy focus on fostering public
engagement. This could mean seeking out potential
clients or maintaining trusted consumer relationships
with existing clientele. Whether reaching out to new
customers or engaging with current ones, businesses
can implement organic marketing strategies that rely
on word of mouth rather than overt sales pitches, or
partner with outside parties to create paid marketing
materials, such as news feed ads or advertorials.
 It’s important for those using traditional and social
media marketing tactics to be cognizant of the latest
trends associated with the campaign’s desired target
market.
 To use these concepts effectively, those in marketing
must have well-developed research and analytical
skills.
Digital Marketing vs. Social
Media Marketing
All digital marketing efforts require social media strategies to ensure sustained
engagement and successful employment of marketing strategies. When it is a
question of digital marketing versus social media marketing, you should
remember the following differences.
 Digital marketing is an umbrella term that covers various marketing
disciplines, including social media marketing, online advertising, search engine
optimization (SEO), and data analytics. Meanwhile, social media marketing
has a narrower focus on using social media channels to build brand awareness
and promote a company, service, or product.
 Digital marketing often seeks to raise awareness by reaching the audience at
various touchpoints. However, social media marketing connects with the
audience through social channels.
 Digital media needs to invest in effective advertisements in prominent
locations, like billboards or TV commercials. On the other hand, the success of
social media significantly depends on content strategy.
 All contemporary, electronic-based advertising falls under the broad category
of digital media. Social media marketing is unique because it uses social
media engagement platforms.
 Digital media primarily boost sales. Social media may be utilized for a variety
of commercial objectives, including competitor analysis, brand exposure, and
more.
  Social Media vs. Email Marketing
◦ Social Media provides a platform
for immediate interaction and
engagement with a broad
audience. Email Marketing allows
for more personalized, targeted
communication.
 Social Media vs. Content

Social Marketing
◦ Social Media focuses on immediate
media engagement and sharing. Content
Marketing involves creating
valuable, informative, and relevant
and content.
 Social Media vs. SEO
other ◦ Social Media offers a platform for
real-time engagement and can
marketi contribute to brand visibility. SEO
involves optimizing content for
search engines to improve organic
ng tools search rankings.
  Social Media vs. Paid Advertising
◦ Social Media provides an avenue for
organic and paid reach. Paid Advertising
involves paying for placements to reach
a specific audience.
 Social Media vs. Influencer Marketing
◦ Social Media brands manage their own
Social social media channels to connect with
the audience. Influencer Marketing
involves collaborating with individuals
media who have a significant following to
promote products or services.
and  Social Media vs. Traditional
Advertising
other ◦ Social Media is interactive, real-time and
two-way communication. Traditional
marketi Advertising is one-way communication
with a larger, less targeted audience.

ng tools
  Social Media vs. Customer
Relationship Management
◦ Social Media provides a platform
for public interactions and brand
building. CRM focuses on
managing and analyzing customer
interactions and data throughout
Social the customer lifecycle.

media
and Search and explore the 'Top
Tools for Social Media
other Marketing.' These may vary
from time to time and depend
marketi on factors such as location,
content type, etc."
ng tools
  Platform Selection
◦ Identify the social media platforms
that align with your target audience
and business goals.
Content Creation and Sharing
Key 
◦ Develop engaging and shareable
Compon content that resonates with your
audience.
ents of  Audience Engagement
◦ Actively engage with your audience
Social by responding to comments,
messages, and mentions. Use polls,
Media surveys, and questions to involve
your audience and gather valuable
Marketi 
insights.
Paid Advertising
ng ◦ Utilize paid advertising features on
social media platforms to reach a
wider audience.
  Influencer Marketing:
◦ Influencers can help you reach their dedicated
Key followers and build credibility. Ensure that
influencer partnerships align with your brand
Compon 
values and goals.
Analytics and Measurement:
ents of ◦ Measure the performance of your campaigns.
Track metrics such as engagement, reach, click-
Social through rates, and conversions. Analyze data to
refine your strategy and focus on what works best
Media 
for your audience.
Consistency and Frequency:
Marketi ◦ Maintain a consistent posting schedule to keep
your audience engaged. Consistency helps build
ng brand trust and loyalty.
  Social Listening:
◦ Monitor social media conversations
related to your brand, industry, or
Key products. Social listening provides
Compon valuable insights into customer
sentiments and emerging trends.
ents of  Integration with Overall
Social Marketing Strategy:
◦ Ensure that your social media efforts
Media align with your overall marketing goals.
Marketi Integration with other marketing
channels creates a cohesive and
ng effective strategy.
Digital and Social Media Marketing
 Digital advertising market in India
 Digital advertisement spending by marketers is constantly
increasing. There was a 37% increase in digital advertisements
during the year 2020 as compared to the year 2019 to 2020 with an
amount of 2,231 million ($) across all social media platforms
(Sangwan and Sharma, 2022).

 The report added that it expects 2023 global advertising market to

expand 5.4% to reach $778.6 billion, followed by another 5.1%
growth in 2024.

 To read:
 1. [Link]
[Link]
 Digital Population and Social Media
Usage

 As of April 2022, there were five billion internet users

worldwide, which is 63 percent of the global
population. Of this total, 4.65 billion or over 93 percent
were social media users.
 2. The digital population of India has been rapidly
growing in the past decade with over 680 million
active internet users as on April, 2022.
 4. A recent study published by the Oxford University,
 Digital Population

 One fourth of social network users will be from India in

2026
 India overtakes China to become world’s most
populous country
Leading Social Media Platforms in
India
 Better
brand
awareness

Tech tools
Audience
and
targeting
capabilities Reasons
to use
social
media Ad

Direct link
Greater
to
ROI
purchase
Digital and Social Media Marketing
Digital and Social Media Marketing
Digital and Social Media Marketing
Digital and Social Media Marketing
Role of Social Media on Consumer
Decisions
MP Birla Cement: “Flag Without Colors” Campaign
[Link]

OnePlus 9 Series - Your Best Shot

[Link]
Swiggy: “Voice of Hunger” Campaign
[Link]
Spotify India: “There’s a Playlist for That” Campaign
[Link]
Tata Cliq: “#MallAtACLiQ” Campaign
[Link]
The Five Core Pillars of Social Media
Marketing

Strategy

Planning and
Publishing

Listening and
Engagement

Analytics and
Reporting

Advertising
Strategy
 What are your goals?
How can social media help you achieve your business goals? Some businesses
use social media for increasing their brand awareness, others use it for
driving website traffic and sales. Social media can also help you
generate engagement around your brand, create a community, and serve as
a customer support channel for your customers.
Which social media platforms do you want to focus on? The major social
media platforms, mentioned above, are Facebook, Instagram, Twitter,
LinkedIn, Pinterest, YouTube, and Snapchat. There are also smaller and up-
and-coming platforms, such as Tumblr, Tik Tok, and Anchor, and social
messaging platforms, such as Messenger, WhatsApp, and WeChat. When
starting out, it’s better to pick a few platforms that you think your target
audience is on than to be on all platforms.
What type of content do you want to share? What type of content will
attract your target audience best? Is it images, videos, or links? Is it
educational or entertaining content? A good place to start is to create
a marketing persona, which will help you answer these questions. And this
doesn’t have to be fixed forever; you can always change your strategy
according to how your social media posts perform.
Planning and Publishing
 Publishing to social media is as simple as
sharing a blog post, an image, or a video on
a social media platform. It’s just like how you
would share on your personal Facebook
profile. But you will want to plan your content
ahead of time instead of creating and
publishing content spontaneously. Also, to
ensure that you are maximizing your reach
on social media, you need to publish great
content that your audience likes, at the right
timing and frequency.
Listening and Engagement

 As business and social media following grow,

conversations about brand will also increase.
People will comment on social media posts, tag
you in their social media posts, or message you
directly.
 People might even talk about your brand on
social media without letting you know. So you
will want to monitor social media conversations
about your brand. If it’s a positive comment, you
get a chance to surprise and delight them.
Otherwise, you can offer support and correct a
situation before it gets worse.
Analytics and Reporting

 Along the way, whether you are publishing content or

engaging on social media, you will want to know how
your social media marketing is performing. Are you
reaching more people on social media than last
month? How many positive mentions do you get a
month? How many people used your brand’s hashtag
on their social media posts?
 The social media platforms themselves provide a
basic level of such information. To get more in-depth
analytics information or to easily compare across
social media platforms, you can use the wide range
of social media analytics tools ( Buffer, Sprout
Social, Hootsuite, Zoho Social, Sendible etc.)
Advertising
 When you have more funds to grow your social media
marketing, an area that you can consider is social
media advertising. Social media ads allow you to
reach a wider audience than those who are following
you.
 Social media advertising platforms are so powerful
nowadays that you can specify exactly who to display
your ads to. You can create target audiences based
on their demographics, interests, behaviors, and
more.
 When you are running many social media advertising
campaigns at once, you can consider using a social
media advertising tool to make bulk changes,
automate processes, and optimize your ads.
 Social Media Marketing Strategy

 A social marketing strategy is a set of planned actions

performed online to reach specific business goals. In
simple terms, this means performing consistent actions at
the right time via the most suitable social media platforms
to increase revenue and improve relationships with your
audience.

 Invest > Use > Track

 Before planning evaluate
1. What are your business and marketing goals?

2. What is your social media marketing budget?

3. Who are your target customers?

4. Can you describe your audience with discrete buyer personas?

5. Which social media platform does your audience use?
6. What customer outcomes do you want to achieve?

7. What benefits are you going to promote?

8. What alternative solutions are your potential customers selecting?
9. What change is needed to improve the customer experience?
10. What data does your company need to better understand customer behavior and preferences?
11. How will success be measured?
SOCIAL MEDIA MANAGEMENT TOOLS
 Social
Media
Marketing
Funnel Engagement/
  Awareness:

Social
◦ Objective: Introduce your brand to a wider
audience.
◦ Social Media Activities: Content creation,

Media 
brand awareness campaigns, influencer
partnerships.
Interest:

Marketi ◦ Objective: Capture the attention of users

who showed initial interest.
◦ Social Media Activities: Engaging content,
ng 
storytelling, interactive posts, and contests.
Consideration:
◦ Objective: Encourage users to consider your
Funnel products/services.
◦ Social Media Activities: Customer
testimonials, product demonstrations, in-
depth content, retargeting ads.
 Intent:
◦ Objective: Users express a clear interest in
making a purchase.
◦ Social Media Activities: Exclusive
promotions, limited-time offers, personalized
content.
 [Link]
AWARENESS
 How to run a social media audit is a question
every business owner and marketer has.
 Mention gives their target audience seven steps
to help with that. Clicking the link leads to their
website. So, this solves their audience’s problem,
while boosting web traffic for them.
 Take time to do in-depth research into who your
target audience is, and the challenges they face
that center around what you offer. Relevance is
key.
 After attracting your target audience, it’s time to
reel them in by providing solutions to these
problems. This helps build their interest in
learning more about your brand, and how you
can help them solve their problems. Let’s discuss
that further in the next section.
CONSIDERATION
CONSIDERATION
 At this stage, your generated leads are seeking
more information about your company and your
products. They’re trying to decide whether
buying from you would address their pain points
comprehensively, or at least enhance their lives.
 Your leads are trying to decipher how your
products or services are different from other
similar companies and brands in the market.
Therefore, make sure you communicate
your competitive advantage effectively to
them.
ACTION
ENGAGEMENT
ADVOCACY
  Conversion:

Social ◦ Objective: Turn intent into action;

users make a purchase or take a
desired action.
Media ◦ Social Media Activities: Call-to-
action (CTA) posts, direct product links,

Marketi
checkout promotions.
 Loyalty:
◦ Objective: Build long-term
ng relationships with customers.
◦ Social Media Activities: Customer
Funnel loyalty programs, exclusive content for
existing customers, community
engagement.
 Advocacy:
◦ Objective: Turn satisfied customers
into brand advocates.
◦ Social Media Activities: User-
generated content campaigns, referral
programs, engaging with brand
advocates.
Real-Time
Marketing
in SMM
It is practice of
engaging with and
responding to your
audience on social
media platforms as
events unfold, in a
timely and immediate
manner. It involves
monitoring social media
channels for relevant
conversations, trends,
and opportunities, and
then promptly and
effectively engaging
with your audience.
Real-time marketing is when businesses
use recent trends, events, or customer
feedback to market their product or
service.
A marketing plan can bend based on real-
time marketing. It can be due to:
◦ Timely events (Entertainment Shows, Global,
and national sporting events, etc..)
◦ Breaking news
◦ Trending News
◦ Social media analytics and
◦ Customer feedback
As a general rule of marketing, you can have
marketing campaigns on guaranteed events.
These include women’s day, valentine’s day,
mother’s day, father’s day, and the list goes on.
You can also consider yearly shows which attract
millions of people around the world. But a
sudden spike in attention is what makes
marketing real-time.
 [Link]
c0_Qh0
real-time marketing to create a positive
experience for your consumers. Some
great examples include:
 An email that provides delivery updates
on orders
 Helpful emails or social posts about a
significant event, such as safety tips
before a hurricane
 Abandoned cart emails or promotional
deals for consumers who visited your
company online or in person
 IMPORTANCE OF REAL TIME MARKETING
o Impactful:- Helps build connections with prospects at
the right place & right moments.
o Diversify content:- Use more extended or shorter forms
of content. Smaller content such as tweets, one-linears,
graphics helps in engaging & is impactful.
o Increase Engagement:- Possible to personalize
massages, get into conversation with prospects &
increase engagement.
o Invokes a sense of Urgency:- Tailors your ads
according to current events and trends to make
consumers realize that your offering is quite helpful in
the present moment.
o Cost effective:- you donot have a spend a fortune on
[Link] only need creativity to link your product or
service with the ongoing trends and happening.
Real-Time Marketing in
SMM

 Monitoring: Stay informed about ongoing

conversations, trends, and mentions related to
your brand or industry.
 Immediate Response: Responding promptly to
comments, messages, and mentions in real time.
Answering customer inquiries, acknowledging
positive feedback, or addressing concerns.
 Trend Riding: Leveraging current trends, events,
or hashtags to create timely and relevant content.
 Live Content: Utilizing live video, stories, or
real-time updates to share in-the-moment
content with your audience. This can create a
sense of immediacy and authenticity.
Real-Time Marketing in
SMM

 Event Coverage: Providing live updates and

coverage during events, product launches, or
other significant moments for your brand.
 Social Listening: Actively listening to what your
audience is saying about your brand, products, or
industry. This insight can inform your real-time
responses and content strategy.
 Crisis Management: Addressing potential
issues or crises as they arise on social media,
demonstrating transparency and a proactive
approach to problem-solving.

Real-time social media marketing is driven by the

fast-paced nature of social media platforms and
the need to stay relevant and responsive in the
eyes of your audience. It requires a proactive
 [Link]
456110067240

 A successful real-time marketing campaign

will result in high shares, likes, impressions,
and new followers.
 The Dress Debate SETTLED: Black And
Blue - Or White And Gold? |
 [Link]
ImArw (brand awareness grew by more than
17,000%.)
 SMM Relationship
Interactions and connections between a brand/business
and its audience on social media platforms.

Some aspects of social media marketing relationships:

 Engagement: Building a relationship involves engaging with your

audience through comments, likes, and shares. Responding to
comments and messages fosters a sense of connection.
 Content Interaction: Creating valuable and relevant content
that resonates with your audience helps in building a positive
relationship. This could include sharing informative posts,
entertaining content, or content that reflects your brand values.
 Consistency: Consistent posting and engagement help in
maintaining an ongoing relationship with your audience. Regular
updates keep your brand in the minds of your followers.
 Value Addition: Provide value to your audience through
informative, entertaining, or inspiring content. Understand your
audience's needs and tailor your content accordingly.
 SMM Relationship
Interactions and connections between a brand/business
and its audience on social media platforms.

 Transparency: Being transparent and authentic in your communication helps build

trust. Share behind-the-scenes glimpses, customer stories, and other content that
humanizes your brand.
 Customer Service: Social media provides a platform for customer service.
Responding promptly and effectively to customer inquiries or concerns contributes to
a positive relationship.
 Community Building: Foster a sense of community among your followers.
Encourage discussions, user-generated content, and participation in events or
campaigns.
 Feedback and Listening: Actively seek feedback and listen to what your audience
is saying. This helps in understanding their needs and preferences, making them feel
valued.
Building relationships on social media takes time and effort. It's about
creating a two-way conversation rather than just broadcasting messages.
Building a strong social media marketing relationship can lead to brand
loyalty, increased customer satisfaction, and a positive brand image.
 References
1. [Link]
india/#dossierKeyfigures
2. [Link]
worldwide/
3. Sangwan, S. and Sharma, S.K. (2022), “Social media
communication and consumer decision making: an empirical
perspective”, Int. J. Electronic Marketing and Retailing,
[Link]
4. [Link]
5. [Link]
stories/visually/one-fourth-of-social-network-users-will-be-
That’s all for now…