SOCIAL MEDIA

MARKETING

Presentation By:
• Kadraka Lavanya
• Meghna Jaiswal
• Reeanka Malakar
• Pankhuri Lall
 Social Media
• Different forms of electronic communication
through which users can create online
communities to exchange:
– Information
– Ideas
– Messages
– Other content such as videos or music
 Social Media Marketing
Social media marketing is the use of social
media platforms and websites to promote a
product or service.
Platforms:
Social networking websites
Social networking websites allow individuals, businesses and other
organizations to interact with one another and build relationships and
communities online.

Mobile phones
Mobile phone usage is beneficial for social media marketing because of
their web browsing capabilities which allow individuals immediate access
to social networking sites.
 Social Media Marketing
Characteristics
• Participation
• Openness
• Build relationships
• Reliability
• Build communities
• Customer service
• Avoid spamming
 TYPES OF SOCIAL MEDIA
• Social Networking Sites : Platforms like Facebook,
Twitter, and LinkedIn help us connect with friends, family,
and brands. They encourage knowledge-sharing and are all
about personal, human-to-human interaction. A social
networking site is a Jill of all trades. Users can share
thoughts, curate content, upload photos and videos, form
groups based on interests, and participate in lively
discussions.

• Social review sites : Review sites like Yelp and

TripAdvisor display reviews from community members for
all sorts of locations and experiences. Businesses can really
benefit from studying their reviews, the good and the bad.
 TYPES OF SOCIAL MEDIA
• Image sharing sites : Visual content like images and
illustrations capture our hearts, eyes and imaginations.
Social media platforms like Instagram, Imgur, and
Snapchat are designed to amplify the power of image
sharing. Users create, curate, and share unique images
that spark conversation and speak for themselves.

• Video hosting sites : Video hosting platforms like

YouTube and Vimeo help creators put together content
and share it to a platform optimized for streaming. This
accessibility makes video a super important medium.
YouTube revolutionized the way we watch, create, and
think about video. It transformed the medium into
something accessible.
 TYPES OF SOCIAL MEDIA
• Community blogs : Shared blogging platforms like
Medium and Tumblr give people a space to express their
thoughts and help connect them with readers. These
community blog sites provide an audience while allowing
plenty of room for customization and self expression.
• Discussion sites : Discussion sites like Reddit and
Quora are specifically designed to spark a conversation.
Anyone is free to ask a question or make a statement, and
this attracts people with shared interests and curiosities.
• Sharing economy networks : Sharing economy
networks like AirBnB and Rover bring people who’ve got
something they want to share together with the people
who need it. These communities provide opportunities
that won’t exist otherwise by pooling resources on a large
scale that wouldn’t be possible without tech.
Social Media Marketing
Strategies
1.Audit previous social media performances.

2.Define social media goals for the year

S M A R T
Specific Attainable Time-bound
Measurable Realistic
3. Create audience personas

4. Choose appropriate channels and identify key times

to post.

Source of all images- Google

5. Competitors should be checked.
• Who are our closest competitors?
• Which social channels are they using to
connect with the audience?
.

Source of image -Google

Advantages Of Social
Media Marketing
Increased Brand Awareness

More in Bound Traffic

Improved Search Engine Rankings

Higher Conversion Rates

Better Customer Satisfaction

Improved Brand Loyalty

Gain Market Place Insights

Casper Mattress
• Used Cross Channel
Marketing - Instagram,
Facebook, Twitter,
Youtube & Spotify.
• Helped listeners doze off
with their sleep-inducing
segments of sounds,
meditations and bedtime
stories.
• First released a teaser on
social media websites.
• Created a buzz around
their sleep channel.
Airbnb “ WE ARE HERE”
Campaign
• Live video posts of travelers
indulging in exciting
activities.
• Showed potential customers
an array of activities around
the world and their easy
availability with Airbnb.
• 6.2 million views of the six
live streams around the
world.
• Miami alone receiving more
than 2 million views.
• Target Demographic was hit.
22% of tuners from the age
25-34.
• Engagement and views from
over 13 countries.
 Factors That Influence Social
Media Marketing Strategy
• Type of Business &/or Service
• Marketing Niche or Specialization
• Social Media Channels to be used for
marketing
• Target Market- Type, Age, Demographics, etc.
• Demographic & Economic Differences in
Consumers
Disadvantages Of Social
Media Marketing
Time Consuming

Content Up To Date

Separate Investments & Qualified Personnel

Exposure To Competitors

Open To Bad Publicity

Difficult To Comprehend ROI

Dove: Celebrating Different
Body Shapes.

Not So Much To Celebrate As Per

Customers.
 Any Queries?

Thank you!!!