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1 Social Media Advertising

2 List the Core Principles of Social Media Advertising Course Objectives Explain what is Social Media Explain what is Social Media Advertising Explain why is Social Media Advertising Important Describe the Steps to Establish Social Media Advertising Strategy List the various Social Media Channels List the various tools for measuring activity of Social Media

3 Introduction Look at the various ads on the screen Where do you think these ads have been advertised?

4 Introduction Yes, they have been advertised on various social networking sites Social Media Advertising is the future of advertising Let us learn more about Social Media Advertising

5 History of Social Media Early days of social networking included people gathering together at a place as a community or groups that share common interests and passions However, with the advent of Internet, there was a paradigm shift in social networking Early days of Internet saw the advent of chat rooms and message boards

6 Present Day Social Media Today s modern world has opened up a new world for social networking with the various social networking sites such as Facebook, Twitter, LinkedIn, YouTube and many more

7 Present Day Social Media Now, Social Media is:

8 Present Day Social Media Now, Social Media is: Internet Advertising PPC Search Marketing Sponsorships Paid Applications Mobile Advertising

9 Present Day Social Media Now, Social Media is: Word of Mouth Blogger Relationships Social Media (Pages and Feeds) User Forums News, PR, Announcements

10 Present Day Social Media Now, Social Media is: Customer Care Services Brand and Product Websites Proprietary Blogs Proprietary Mobile Applications

11 List the Core Principles of Social Media Advertising Objectives Explain what is Social Media Explain what is Social Media Advertising Explain why is Social Media Advertising Important Describe the Steps to Establish Social Media Advertising Strategy List the various Social Media Channels List the various tools for measuring activity of Social Media

12 What is Social Media? Humans are social creatures, so it is natural that we would like to use tools to communicate Social media is a place of online communities. It is an online place for people to stay in touch or share ideas connections Through such social media sites, you can keep up with friend s activities, notify your friends of what you are doing, meet new people and form relationships, and develop and maintain business

13 What is Social Media? It is a place of interaction between people. It is an interaction between two individuals, or a customer and an organization and a conversation between peers It s a place for exchange of ideas and for help on a specialized subject, and to broadcast to the world Hence, social media extends your current social behaviors to a global scale

14 List the Core Principles of Social Media Advertising Objectives Explain what is Social Media Explain what is Social Media Advertising Explain why is Social Media Advertising Important Describe the Steps to Establish Social Media Advertising Strategy List the various Social Media Channels List the various tools for measuring activity of Social Media

15 What is Social Media Advertising? Social Media Advertising is using social media websites such as facebook, LinkedIn, Twitter etc. for advertising a product Advertising on the social media is gaining momentum as the spread of the message is humongous and through people to people Such advertising is created by organizations to advertise and showcase their product as well as individuals to showcase their wares Social media is an incredibly dynamic environment

16 What is Social Media Advertising? A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users There is huge demand for a more social and interactive relationships with brands Social networks are powerful hubs of interconnected communities for both people as well as brands Almost half of the users of social media have already joined a brand community

17 What is Social Media Advertising? However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media advertising experience These communities clearly create huge benefits to the brands involved, drive brand loyalty, endorsement and sales

18 List the Core Principles of Social Media Advertising Objectives Explain what is Social Media Explain what is Social Media Advertising Explain why is Social Media Advertising Important Describe the Steps to Establish Social Media Advertising Strategy List the various Social Media Channels List the various tools for measuring activity of Social Media

19 Why is Social Media Advertising Important? There are various reasons that social media advertising has become important. Some of them are: It provides a reach to masses like never before. The message is distributed across various Social Media channels through people. It helps businesses to embrace their customers. People have more content choices in more places. People even create their own content for their favourite brands. Social Media has enabled word-of-mouth to be broadcast on an unprecedented scale. The technology used is cheap and is used regularly by both customers and businesses. The voice projected through Social Media caters to a larger audience

20 What makes Social Media Advertising Different? Social Media and Web 2.0 has created an evolution of the conversation and digital user experience It creates a sense of belonging between brands and customers It represents a fundamental change to marketing It helps to replace one way marketing messages with experiences that foster conversation with brands and other people It helps the brand to meet customers, stay in touch and share experiences Social Media Advertising focuses on building relationships, not marketing campaigns

21 What makes Social Media Advertising Different? The gravitational pull of social networks is remarkable It serves as a multi-faceted platform to meet customers, stay in contact, and to deliver a wide variety of brand needs to the customers It provides a great platform for changing opinions, promoting yourself, keeping up to date and earning respect It helps to create specialized blogs and forums for brands to serve and build relationships with the customers

22 List the Core Principles of Social Media Advertising Objectives Explain what is Social Media Explain what is Social Media Advertising Explain why is Social Media Advertising Important Describe the Steps to Establish Social Media Advertising Strategy List the various Social Media Channels List the various tools for measuring activity of Social Media

23 Steps to Establish Social Media Strategy Let s look at each in detail Step 2: Listen Step 4: Engage Step 1: Establish Goals Step 3: Build Step 5: Analyze and Optimize

24 Steps to Establish Social Media Strategy Step 2: Listen Step 4: Engage Step 1: Establish Goals Step 3: Build Step 5: Analyze and Optimize Step 1: Establish Goals Form and write down business specific goals and objectives

25 Steps to Establish Social Media Strategy Step 2: Listen Step 4: Engage Step 1: Establish Goals Step 3: Build Step 5: Analyze and Optimize Step 2: Listen Learn about the audience: who and where are they? How and what do they consume? How and where do they engage?

26 Steps to Establish Social Media Strategy Step 2: Listen Step 4: Engage Step 1: Establish Goals Step 3: Build Step 5: Analyze and Optimize Step 3: Build Choose the correct channels and use your channels to engage and drive traffic Set your home base through corporate site, blog, Facebook etc.

27 Steps to Establish Social Media Strategy Step 2: Listen Step 4: Engage Step 1: Establish Goals Step 3: Build Step 5: Analyze and Optimize Step 4: Engage Ask Questions Choose the best team with passion and a sense of commitment to engage Participate and show your customers your humane side Be the connection between your customers and valuable content and resources

28 Steps to Establish Social Media Strategy Step 2: Listen Step 4: Engage Step 1: Establish Goals Step 3: Build Step 5: Analyze and Optimize Step 5: Analyze and Optimize Continuously measure and analyze your strategy and goals

29 List the Core Principles of Social Media Advertising Objectives Explain what is Social Media Explain what is Social Media Advertising Explain why is Social Media Advertising Important Describe the Steps to Establish Social Media Advertising Strategy List the various Social Media Channels List the various tools for measuring activity of Social Media

30 Social Media Channels Some of the social media channels of the several available on the Internet are:

31 Social Media Facts

32 Social Media Facts

33 Social Media Facts

34 Social Media Facts In 2009, 89% of CMOs tracked social media's impact by using standard metrics such as site traffic, page views, and number of fans 10% growth in the number of social network managers and 1.5 billion visits to social networks per day CMOs reported that 64% of them would increase their social media budgets within the next year 47% joining brand communities and 30% accessing social media via mobile

35 Social Media Facts

36 Large Players of Social Media There are many organizations that have used social media to their advantage. Some of the large players who are using social media to their greatest advantage are: Dell By the end of 2009, Dell had generated $6.5 million in sales from Twitter alone Comcast Starbucks On April 8th, 2008, Frank Eliason set up a Twitter account to help Comcast users in need. Since then, Comcast has helped over 150,000 customers through Social Media Starbucks used social media to give their customers a voice. This resulted in the generation of over 50,000 new product ideas.

37 The Marketing Funnel Social Networks Prospects interact in social networks Customers interact on company sites Advocates may have a dedicated community Company Site

38 From Advertising to Marketing Don t Forget the BRAND Is the brand central to the idea? Create experiences that engage people, and ultimately create a brand image The Idea Create Marketing Solutions not ADS Involve people Enable them Let them Participate Think CONTEXT Think of the touch points, where people could engage with our content What are the people seeking? Understand the way people use media and technology Create USEFUL CONTENT Content and tools that make life better in some way

39 List the Core Principles of Social Media Advertising Objectives Explain what is Social Media Explain what is Social Media Advertising Explain why is Social Media Advertising Important Describe the Steps to Establish Social Media Advertising Strategy List the various Social Media Channels List the various tools for measuring activity of Social Media

40 Measurement Parameters Sentiment Reach Conversations and Transactions Frequency and Traffic Sustainability Influence

41 Measurement Tools The different tools that you can use to measure the effectiveness of your social media advertising strategy are: 9 YouTube Insight 8 Blogpulse Quantcast 7 6 Technorati InsideFacebook 5 Social Mention Twittermeter Alexa Compete

42 List the Core Principles of Social Media Advertising Objectives Explain what is Social Media Explain what is Social Media Advertising Explain why is Social Media Advertising Important Describe the Steps to Establish Social Media Advertising Strategy List the various Social Media Channels List the various tools for measuring activity of Social Media

43 Core Principles of Social Media Advertising The following are a few core principles to be followed for successful social media advertising: Listen to and observe the activities of target audience on the social media Segment the target into groups Use paid-for media to get the ball rolling Create a social object that is of genuine interest and relevant to the brand Create multiple interfaces to your community Manage your community and refresh the content

44 Core Principles of Social Media Advertising Track the results and optimize where necessary Design around activity and social objects Tools must match your goals and audience behavior Be genuine, interesting, and transparent Start small and learn from the community Build to support existing behaviors Make it easy for users to upload and share content

45 Case Study H&J Inc. has been using traditional marketing strategies for several decades. Karan has recently joined H&J Inc. as its new Marketing Head. Karan is a great social media strategist and hopes to use his expertise to introduce H&J Inc. to the social media world. 1. What do you think will be the first move that Karan will make in this direction? 2. How can H&J Inc. keep abreast with its customers using social media platforms? 3. How will Karan measure the success of his social media advertising strategy?

46 Summary In this module you learnt that: Social media is a place of online communities. It is an online place for people to stay in touch or share ideas. Social Media Advertising is using social media websites such as facebook, LinkedIn, Twitter etc. for advertising a product. Steps to Establish Social Media Strategy are: Step 1: Establish Goals Step 2: Listen Step 3: Build Step 4: Engage Step 5: Analyze and Optimize There are various tools and applications available that can be used to measure: Reach Conversations and Transactions Frequency and Traffic Sustainability Influence Sentiment