Social Media Foundations_Slides.pdf explaining basics of smm

Social Media Foundations

1. Social Media Foundations
Lesson 1—Introduction to Social Media

2. Objectives
Explain Social Media and its role in modern communication
Define Social Media landscape
Understand the integration of Content Marketing and Social Media
Describe how to monitor conversation and manage reputation
on social network
Discuss customer engagement on Social Media

3. Communication Evolution
Pre-printing
press era
Era of
printed
information
World
wide web
Internet
of things
Artificial
intelligence
Virtual
reality
Machine
learning
Different stages of communication evolution

4. Social Media: Then and Now
Social media has now become ubiquitous in our everyday lives.
AOL (America Online) was the first social network with its member-created communities.

5. Social Media: Then and Now (Contd.)
Social media networks began to appear in 2002-2003 with sites such as:

6. Social Media: Then and Now (Contd.)
It is estimated that there are 2.62B social media users around the world in 2018; that
number is expected to climb to more than 3B by 2021.

7. A Conventional Internet Minute
Check live status of Internet and social media platforms on http://www.internetlivestats.com.
https://aftechs.com/

8. Role of Social Media
Social media impacted the sharing and receiving of information, changed the ways of
communication and engagement, and transformed the way of conducting business.
Social media is used for customer service, networking, and marketing, communicating with friends
and family, staying up-to-date with news and current affairs, and so on.

9. Role of Social Media (Contd.)
Social has cemented its place as the primary form of communication, and mobile
is taking social to even greater levels.
Law enforcement
agencies use social to
combat crime
People use social as an
information source
during a natural disaster
Journalists use social
to crowdsource news

10. Social Media Landscape
There are various social media platforms that focus on either customers or the business or both.
The social media landscape continues to evolve at an exponential rate as it is accessible
to consumers and organizations of all sizes and types.

11. Social Media Landscape: Facebook
Facebook is a very powerful communication and marketing platform.
More than 25% of the world’s population log in to their Facebook account at least once in a month.

12. Social Media Landscape: LinkedIn
Note: Social selling is the process of using social media to develop and build
relationships and networking as part of the sales process.
From a B2B perspective, LinkedIn boasts 550M members with 106M active users.
It is the core platform used in the social selling process.

13. Content Marketing
“A strategic marketing approach focused on creating and distributing valuable, relevant, and
consistent content to attract and retain a clearly defined audience —and, ultimately, to
drive profitable customer action.”
Content marketing is an important component of any social media strategy.
The Content Marketing Institute defines content marketing as:
Provide relevant and useful content to your prospects and customers to help them solve their issues.

14. Shotgun Approach to Marketing
It is a strategy where marketers and advertisers seek to gain attention of the
largest possible crowd using a variety of channels.

15. Shotgun Marketing vs. Rifle Marketing
Shotgun Rifle
Shoots a number of small bullets with the
hope that some hit the target
Triggered only after the target is
aimed at and focused on
Shotgun marketing involves reaching as
many people as you can without a particular
end target in mind.
Rifle marketing involves selecting target
audience based on their demonstrated
interest.
.

16. Shotgun Approach to Marketing: Example
How many viewers are truly interested in the product or solution?
Shotgun approach is no longer effective and yields little return. Therefore, a
more targeted approach needs to be taken.
A paid TV commercial aired during Super Bowl ensures that 100M+ viewers
watching the game get to view the advertisement.

17. Content Marketing on Social Media
Most marketers use content marketing; social media platforms can make
content marketing more effective and help:
•Raise brand awareness
•Drive incremental sales
•Build communities

18. Content Marketing on Social Media (Contd.)
Social media marketing involves more than building many followers or
encouraging engagement, likes, shares, and retweets.
75% of B2B buyers use social media to conduct research and gather intelligence.

19. Importance of High-quality Content
High-quality content has the best effect when it is distributed over social media.
Social media and content marketing work in harmony. When combined with search
engine optimization (SEO) activities, they form the perfect mix.

20. Creating Successful Content for Social Media
Create content that is engaging and relevant to your target audience.
•Identify their needs and requirements
•Adhere to the 4-1-1 rule
To be in social media marketing, strike a balance between business promotion
and engagement efforts.

21. Content Marketing on Twitter
For every self-serving tweet, retweet one relevant tweet and share four pieces
of relevant content written by others.

22. Reputation Management
Risk losing
customers
Miss out on
referral business
Cause severe damage
to your brand
Social media provides people an opportunity to share their views and opinions.
Ignoring negative posts can have a profound effect.

23. Reputation Management (Contd.)
Social media reputation management is a process of improving your brand name by
tracking, monitoring, and eliminating negative social media posts.
It builds your credibility with customers, which strengthens their trust in your brand.

24. Tracking Social Media Conversations
of consumers will trust a brand
after reading a positivecustomer
review on social media.
of consumers tend to sharetheir
positive brand experiences on
social media platforms.
%%
Source: SDL, a global innovator in language translation technology, services, and content management.
A survey from SDL found that:

25. Monitoring
Monitor the following data on social media platforms.
Know what you should be monitoring and what should you be listening for.
Company name
•You can
monitor and
listen out for
mentions.
Names of
products or
services
•People refer to
product name
instead of
brand name.
High-profile
employee names
•People
frequently call
out a high-
profile
individual.
Popular industry
keywords/hashtags
•You can monitor
the social
landscape for
mentions of
keywords.
Social media
sentiment
•Social media
metrics do not
reflect the
sentiment of a
post.

26. Monitoring: Tools
Various tools are available for reputation management, monitoring, and sentiment scoring.
However, teaching a machine to analyze the various grammatical nuances, cultural
variations, slang, and misspellings is a difficult process.

27. Tweet -“My flight’s been delayed. Well done @GlobalAirlineBrilliant!”
Monitoring: Drawbacks of Using Tools
Software solution fails to detect the
sarcasm and categorizes it as positive
Most people interpret that the
personwas being sarcastic

28. Monitoring: Rules for Effective Management
Not responding to complaints will adversely affect the overall reputation of the brand.
Be a part of the conversation about your competitors.

29. Monitoring: Rules for Effective Management
Monitor mentions of your brand
Listen to the problem
Respond quickly and politely
Be transparent
Offer a solution
Check on the service status once a
solution has been offered
Prepare for crisis
Address criticism
Attempt to turn negatives into positives
Listen to your competitors
Learn from your mistakes

30. Engagement
Social media is about engagement, customer experience, loyalty, and value.
Create authentic interactions, monitor discussions, and engage with others.

31. Engagement: Evolving Environment
Earlier, customers had to struggle to resolve their issues with the brand.
“We’re sorry. Our customer service
representatives are currently busy.”
“Our customer service team is on hand to
help from 9.00am –6.00pm, Mon-Fri.”
Businesses can enhance engagement through social media and make troublesome interactions easier.

32. Engagement: Going Digital
Different demographics have their preferred channels of engagement. Generations X (b. 1961-1980)
and Y (b. 1981 –1989), commonly referred to as millennials, prefer digital engagement.

33. Ways to Engage Customers
Post daily Use images Be personal Mention people Encourage
Readers
Listen
Monitor Run
contests
Host a
Weekly/Monthly
Twitter Chat
Build
Partnerships
Pose a
question

34. Key Takeaways
Social media has become an important part in the daily lives of people. It impacts how they receive and
share information and engage with each other.
There are numerous social media platforms today which are focused on consumers and/or businesses.
Facebook is the leading social media network, followed by YouTube and WhatsApp.
Content marketing is the most preferred method of marketing. It refers to high-quality content
distributed over social media using effective SEO techniques.
Social media has provided people with the freedom to share their opinion. This makes it difficult to avoid negative
comments. Through reputation management, you can build credibility and trust among your customers.
Social media engagement involves using social networks to provide great customer experience, deliver value,
and build brand loyalty. Customers place their trust in your brand when they engage with your business on
social media.

35. This concludes “Introduction to Social Media.”
The next lesson is “Social Media Strategy and Planning.”

36. Social Media Foundations
Lesson 2—Social Media Strategy
and Planning

37. Objectives
Explain social media’s impact on business goals
Understand integration of social media with marketing strategy
Discuss the various strategic business channels to be
followed in social media
Define your target audience
Explain the frequency and types of content to post
and promote on different channels

38. Impact of Social Media on Business Goals
Social media goals should align to your overall business goals and objectives.
Social media plays an important role in the following areas:
•Drive new business
•Increase customer retention
•Build brand awareness
•Improve customer experience
•Increase competitive displacement
An ideal starting point is to:
•List out the company priorities
•Explore how social activities align with the company priorities
•Measure the contribution of social activities to business results
to calculate ROI

39. Impact of Social Media on Business Goals (Contd.)
Align your social media activities to the following business objectives:
Revenue growth Business growth Brand awareness
Customer retention
and satisfaction
Competitive
displacement

40. Revenue Growth
Social attribution helps you measure touchpoints and the revenue generated
from social campaigns.

41. Business Growth
It gives you the ability to engage in real time conversations and reach large audiences.
Social media helps to reach new customers and acquire them.

42. Brand Awareness
Your social media activities will be successful if you post relevant content.
Social media activities help to build brand awareness and gain customer
attention to your website, stores, and products.

43. Customer Retention and Satisfaction
Your social strategy can own a large part of this relationship and can be
credited for the repeat purchases your efforts drive.
Social media is important to maintain customer relations.

44. Competitive Displacement
You need the right data and metrics to monitor social media
activities and join conversations.
Social media helps your company to stay ahead of the competition.

45. Metrics to Measure Success
To measure success, you need to choose the right social media metrics once
you finalize your social goals.
Some of the metrics include:
•Reach
•Engagement
•Clicks to content
•Leads generated
•Sign-ups and conversions
•Revenue generated
•Share of voice
•Sentiment
•Community growth
Record the metrics in CRM system so that there is visibility on social media’s
performance and contribution to the business.

46. Social Media Marketing Integration
Your social media activities should be integrated into your overall marketing strategy.

47. Social Media Marketing
Social media marketing refers to the process of gaining traffic or attention through social media sites.
It is a highly effective way of reaching new audiences and generating
conversation around your brand.

48. Social Media Marketing Integration: Webinar Example
Generate registrations
Goal:
•Drive your target audience to a sign up/registration page
•Promote any associated content that references the webinar
•Deploy emails with links to your social handles
•List social handles and activities supporting the campaign on registration page
•Encourage attendees to tweet using a specific hashtag
•Engage with webinar attendees that tweet during the live webinar broadcast
•Consider creating unique tracking URLs using the marketing automation
platforms
Actions:
•Improved efficiency and effectiveness in all aspects of the marketing plan
Result:

49. Social Media: Strategic Business Channels
Social media is a core strategic business channel that is used in a variety of different ways:
Customer service
Crisis management
Lead and demand generation
Brand building
Customer engagement
Event support
HR and recruitment

50. Customer Service
Social media sites have evolved to become more than platforms for marketing and advertising.
You can contact a company using:
•Telephone
•Email
•Online live chats
•Mobile apps
•Social media
Customers want their voices heard and problems resolved quickly.

51. Customer Service (Contd.)
•250% increased customer service interactions in the last two years
According to Twitter
•67% consumers have used a company’s social media channel for customer service
•42% of consumers expect a response within 60 minutes
According to J.D. Power
Ensure that your customer service staff are socially savvy, trained on social media best practices,
etiquette, and tone of voice, and trained to deal with general and technical customer issues.

52. Customer Service: Challenges
•Providing technical support is difficult.
○For example, on Twitter, there is a limit of
280 characters per tweet.
•It is difficult to determine which channels to
focus time and resources on.
For many companies, Facebook and Twitter will be the primary focus for social care.
Other brands may find their customers on Google+, LinkedIn, Instagram, or other social sites.

53. Customer Service: Priorities
List out and monitor the social landscape for mentions of your brand and associated keywords.
As response speed is critical, determine the priority criteria.
•Customer complaint
•Technical support
•Service outage
•PR crisis
•General reference about a product or service
•Thanking those who:
•Provide positive feedback
•Call out your brand name in a
complimentary fashion

54. Customer Service: Toolkit
Consider creating a toolkit for social customer care agents. The toolkit must include:
How-to videos Product
documentation
FAQ
documents
User Guides Troubleshooting
documents
Social care agents should direct a customer to the resources that provide the help they need.
They must be proactive and educate the audience on the products, services, or industry.

55. Customer Service: Toolkit (Contd.)
In the future, companies may move away from expensive call centers for customer service as
customers would want to interact with companies through social media apps.

56. Customer Service: Seven Tips
1.Educate:
Let customers know they can get
immediate, personal, and human responses
2. Invest
Get your customer-service staff
trained on new tools and methods
3. Be human
Let your social care team be real,
engaging, and witty
4. Engage
Enable your social care staff to engage
with customers proactively
5. Integrate
Integrate social channels with your CRM
system to store complete records
6. Analyze
Analyze the data captured through customer
care to improve service levels
7. Plan ahead
Be ready to adapt to new consumer
behaviors

57. Crisis Management
These factors can affect the brand, and the news can go viral on social media, resulting in
unwanted publicity and long-term damage to your brand.
Brands will be able overcome these with strong social media crisis management plans in place.
Product
Recall
Website
hacks
Data breach
Distasteful
tweets
Negative
news

58. Crisis Management: Preparation
Create a crisis management plan that includes:
Roles and responsibilities for all the
members of the crisis management team
Up-to-date contact information
for critical employees
A communication plan
for internal updates
An approval process for messages
posted on social media A copy of the company
social media policy
A process flow for crisis
management team members

59. Crisis Management: Simulation Plan
Define “a crisis”
Decide the kinds of events that
will kick your plan into action.
Monitor the social media landscape
Listen out for mentions of your company.
Act fast
Use real-time nature of social media.
Listen to and acknowledge people’s comments
Keep the response short and provide further
details of communication channels to individuals.
Keep everyone informed about the situation
Remind the staff not to comment via their own
social handles.
Evaluate how situation was handled
Evaluate how the situation was dealt with and
assess its impact on your brand.
It is good to often run a simulation so people know what they need to do if a crisis were to hit.

60. Crisis Management: Flowchart
Develop a social media crisis management plan and be prepared in case disaster strikes.

61. Lead and Demand Generation
Leads are potential customers who express interest in your product, service, or company.
Social media can function as a highly cost-effective channel to generate real leads.

62. Lead and Demand Generation (Contd.)
Paid for promotion Organic posting
There are two approaches to lead and demand generation when it comes to social media:
Simply post content to your follower
base and reach non-followers with
relevant keywords or hashtags.
Pay to display your content to a
specific target audience that you
have identified.

63. Lead and Demand Generation: Cost Metrics
Each time your post is clicked on or seen, a cost is incurred depending on the cost metric you opt for:
The price you pay every time
someone clicks on your content
The price you pay for every
thousand impressions
Cost per click (CPC) Cost per impression (CPM)

64. Lead and Demand Generation: Activities
Social media is an ideal channel for lead and demand generation activities.
You can run social media lead generation activities by:
Sharing links to gated content
Using Twitter to drive people to your booth
Running a contest
Considering social selling

65. Share Links to Gated Content
If the content is valuable, interested readers will be willing to provide some
contact information in exchange for access.
Example: Promoting a webinar and driving audiences to a sign up page.

66. Use Twitter to Drive People to Your Booth
If your company is exhibiting at an industry event, you can use social media to drive
people to your booth by including the hashtag of the event within your tweet.

67. Run a Contest
Running a contest is another effective mechanism for generating leads as long as
prizes are of high value.
Generate leads by asking people to like or follow your page/social handle or retweet a particular tweet.

68. Consider Social Selling
Social selling is the art of using social networks to find, connect, understand, and nurture sales prospects.
Salespeople should first build their professional
brand and then position themselves as subject
matter experts in their field to build credibility.
•Post content
•Publish articles
•Identify sales leads
•Participate in group discussions
•Like and share content
•Comment on posts

69. Brand Building
Build your professional brand
and position yourself as a
Subject Matter Expert.
Build a trustable brand on social
media that is synonymous with your
products or services and become a
market leader.
Personal branding Company branding

70. Brand Building: Activities
Decide what social networks you want to appear on
Set up a page/handle for each network and brand it accordingly, ensuring
continuity across all handles
Try to use the same avatar across each network
Make sure your bio on each handle is descriptive and conveys who you are and
the value you can provide
Ensure you provide a link to your company website on each handle

71. Brand Building: Activities (Contd.)
Establish your brand’s personality and ensure that it is reflected in your social media
posts
Post quality content on a regular basis, working to the 4-1-1 rule
Start posting your own content such as blogs, infographics, web pages, case
studies, videos, and so on
Use free content curation tools such as Feedly, Flipboard, or NewsBlur to
source third-party content
Consider setting up Google alerts on specific topics or keywords

72. Brand Building: Activities (Contd.)
As sharing posts can be a time-intensive process, you can simplify it by
using any of the following social media apps:
Build relationships with influencers. Influencers are people who are active on social
media and blogs and have a large follower base.

73. Brand Building: LinkedIn Example
Each social network offers a slightly different way to brand yourself or your company.
You can do the following on LinkedIn from a
personal perspective:
•Add a profile photo
•Create a headline
•Write a summary
•Add you contact details
•List rich media to showcase your work
•List out your professional career history
•List you education
•List skill sets
•Add recommendations written by others
about you
•Create your own personalized profile URL

74. Customer Engagement: Why and How?
Social media platforms can help with customer engagement in a number of ways:
Build rapport with followers Engage with audiences Enhance communication
Social media is significantly important to engage your follower base.
Conversations regarding your organization, industry, and interests are constantly
occurring online, whether or not you choose to participate.

75. Customer Engagement: Things to Do
Share customer reviews
Follow individuals using your
brand hashtags
Organize contests and giveaways
Conduct surveys and polls
Get your employees on social and
give your brand a real voice
Mention some of your customers
by name in social posts
Connect with current events
Respond to questions and comments
Ask your customers for their
thoughts, opinions, and feedback
Conduct an Ask Me Anything session
Promote user generated content

76. Event Support
Social media plays an important role, from raising awareness about the
event itself to live social posts during the event.

77. Event Support: Things to Do
Create a unique event hashtag associated with the event, excluding the date
Make sure no one else is using the hashtag as you don’t want mixed messages
going out
List the hashtag on all materials and content being created around the event
Start posting on social networks around 6-8 weeks prior to the event with details
such as location, time, date, and speaker
Mention various aspects of the event such as speaking sessions, sponsors, prize draws,
and keynote presentations to gain further attention

78. Event Support: Things to Do (Contd.)
Reference the handles of any partners, sponsors, and speakers in your posts
Consider live streaming certain sessions on Twitter, Facebook, and LinkedIn
Live tweet and also post event updates from time to time on other networks
Engage the audience by offering free swag to anyone of posts using the
hashtag or retweets your posts
Set up monitors at the event running Visible Tweets

79. Event Support: Things to Do (Contd.)
Send everyone a “Save The Date” post if you’re planning to run the event again
Keep posting images and videos of the event
Promote the event on your blog and highlight important quotes from the
sessions
Ensure that you send out a “Thank You” to all attendees and speakers
Spread out your activities on other social media like LinkedIn, YouTube, and Instagram

80. HR and Recruitment
Recruiters use social media
to regularly source and
research candidates.
Recruiters have successfully
hired candidates using
social media.
Social media is a powerful strategic tool in the sourcing, screening, and interviewing process.
76% 73%
HR or talent management will use social media to seek out talent, advertise
jobs, and communicate with potential candidates.

81. HR and Recruitment: Example
A major tech brand, Pitney Bowes, recently opened a new customer support center in Dublin, Ireland.
•The center was intended to support the company’s European customer base.
•A recruitment drive commenced in the months leading to the center’s opening.
•The talent management personnel were looking to recruit Dutch, Swedish, and Danish
speakers living in Ireland.
•They turned their attention to specific groups on Facebook and used LinkedIn’s
extensive search facility to source potential candidates.

82. HR and Recruitment
•Research from 2016 revealed that LinkedIn
is the preferred network among HR
professional in the US.
•Many brands also have dedicated Twitter
handles devoted to recruitment in addition
to Facebook pages.
Facebook, Twitter, and LinkedIn are the big three networks.

83. Define your Target Audience
•Who are your ideal buyers?
•What’s their age range?
•Are they male, female, or both?
•What’s their income level?
•What’s their education level?
•What industry sector do they work in?
•What publications do they read?
Analyze your customer/buyer profile before defining your target audience.

84. Target Audience Parameters: LinkedIn
Study demographics of each network to understand where your target audience may be spending time.
The majority of LinkedIn users are in the United States and
are college graduates.
You can get the key statistics of users through:
•Age and gender
•Location
•Education
•Income
LinkedIn boasts 550M registered members worldwide.

85. It is not necessary to share all content everywhere as it may not be suitable for
every social media platform.
Types of Content to Post and Promote

86. Videos and
curated content
High-resolution photos,
quotes, and stories
News, blog posts,
live posts from
events, and GIFs
Jobs, company news, and
professional content
Infographics and step-by-step
photo guides
Blog posts that you want
to rank on Google
Informative,
entertaining, and
educational videos
Types of Content to Post and Promote (Contd.)
The general rules for the main networks are as follows:

87. Look to post content on a regular basis and have a healthy mix of your own content
and third-party content.
When (Frequency) and What to Post
There are different strategies around what to post:
•The Golden Ratio (30/60/10)
•The Rule of Thirds
•The 4-1-1 Method

88. The content should be
curated from elsewhere
The content should be
promotional, with calls-to-action
The content you share should
be content you create
The Golden Ratio (30/60/10)

89. The Rule of Thirds
Social updates should be evenly split between different types of content.

90. The 4-1-1 Method

91. Key Takeaways
Social media goals should align to your overall business goals and objectives.
Your social media activities should be integrated into your overall marketing strategy.
Social media is used for various strategic objectives such as Crisis Management,
Lead/demand Generation, Brand Building, Customer Engagement, Event Support, and
HR and Recruitment.
There are numerous social media channels, and it is crucial to understand what type of
content should be posted on which social network and how frequently.
An ideal starting point when trying to define your target audience and work out what
social networks they use is to build a set of customer or buyer profiles.

92. This concludes “Social Media Strategy and Planning.”
The Next Lesson is “Social Media Channel Management.”

93. Social Media Foundations
Lesson 3—Social Media Channel
Management

94. Objectives
Discuss how social networks work for marketing purposes
Explain the benefits of communicating through microblogs
Create a strategy for your brand’s widespread presence
through video sharing sites
Outline the benefits of image sharing sites
Explain how social media services function as
marketing platforms

95. Social Networking
Social networking is the practice of increasing the number of personal and
business contacts by making connections viasocialmedia sites.
Benefits of social networking
Customer
support
Real-time
engagement
Brand
awareness
Website
traffic
Demand for
products
and services
Sales

96. Facebook
Facebook is a social networking platform designed to share all kinds of content, such
as articles, ads, live videos, memes, and more.
Facebook allows you to:
•Engage with your audience/followers
•Include multimedia
•Encourage discussions, ideas, and interests
•Plan interactions through posts, quizzes, and games
•Increase conversions through discounts and offers
•Offer customer support

97. Facebook Pages
You will first need to create a personal page for your business.
You should have a clear boundary between your personal profile and your business page.

98. Plan and Schedule Posts
Plan your content and schedule the posts keeping a wider strategy in mind.
A strategic approach allows you to batch and schedule your weekly posts at one go.
Buffer and Hootsuite are both great tools for this process.

99. Plan and Schedule Posts
Your posts should be a balanced mix of your own content and curated content.
On average, you should post once in a day on Facebook through your company page.

100. Three Ps in Facebook Marketing Strategy
•Get personal with your audience
•Introduce them to your employees, customers, and partners
•Provide an insight into your business
•Add a sense of purpose to your posts
•Communicate with followers to build relationships
•Understand your audience to create valuable content
•Have an element of self-promotion
•Customize descriptions for promotional posts
•Avoid posting impersonal messages

101. Engaging posts Storytelling posts
Video posts Humorous postsMotivational posts Purposeful content
Personal posts
Facebook Posts
You have a number of options in terms of the content you can post.

102. Personal Posts
Personal posts provide insight into your company and its employees.
Personal stories resonate well with audiences.

103. Engaging Posts
Engaging posts are designed to engage your audience and provoke a response.

104. Storytelling Posts
Storytelling is a key strategy for Content Marketing.
•People are curious and are good listeners.
•Stories help gain trust.
•People are perceptive toward stories.

105. Motivational Posts
Post quotes that support the persona and goals of your brand.
Motivational posts can inspire audience to share them with their friends and
enhance the image of your brand.

106. Video Posts
8 billion videos or 100 million hours of videos are watched on Facebook every day.
65% of people watch for
at least 10 seconds.
45% of people watch
for 30 seconds.

107. Video Posts
Video is one of the fastest-growing and most in-demand forms of marketing in social media.
Videos receive
135% more
organic reach
than photos

108. Humorous Posts
Humorous content gets a lot of shares, entertains people, builds fans, and earns engagement.
“Laughter is the best medicine.”

109. Purposeful Content
Purposeful content helps your audience make decisions on a personal or business level.
It educates the audience and makes them trust your brand.
Facebook Graph Search is a great resource to find more about your market.

110. Facebook Engagement
Pages Groups
There are two main ways to engage on Facebook.

111. Facebook Engagement via Pages
•It allows your fans to follow your brand.
•It is easy to update.
•It can be personalized.
•You can use Facebook Insights to
monitor performance of posts.
•It is a prerequisite for running ads.
A Facebook Page is like a personal profile for your business.
Add a steady stream of content to your newsfeed to keep your followers up-to-date.
Keep your audience engaged by posting consistently.

112. Facebook Engagement via Groups
Facebook Groups bring people together around a topic they share an interest in.
The groups are a powerful way to build connections and are more about
personal presence than about the brand.

113. Streaming Live Videos in Facebook
Streaming live videos helps you engage with your followers personally.
Facebook Live is the in-app streaming function.
You can repurpose the broadcasts for other platforms.

114. Facebook Shops
To get people to buy from your Facebook Store, you should grow your Facebook audience/community.
Add a Shop section to your Facebook page so that customers can buy your products directly from Facebook.
Note: Integrate your Facebook page with an ecommerce site powered by Shopify or Bigcommerce.

115. Facebook Community
Facebook Community is an ideal forum to bring like-minded professionals together
around a topic or theme.

116. Facebook Community (Contd.)
•Do not include your personal information in this group
•Do not spam the group with links to your website/content
•Build and cultivate a valuable community
•Provide value
•Seek to bring like-minded individuals together and broaden their horizons
•Offer community members the chance to network with fellow industry peers

117. LinkedIn
It was launched in
2003 and is the world’s
largest B2B social
networking site.
Vision: “Create economic
opportunity for every
professional."
Mission: “Connect the world's
professionals to make them more
productive and successful.“
It has 550M registered
members and 20M
companies with online
presence

118. Benefits of LinkedIn
A great platform to access
job opportunities
Build a profile page that lists out your
professional career history and
showcases your expertise, skills, and
career achievements.
Demonstrate your knowledge and
expertise through posting content and
writing long-form articles.

119. Connections in LinkedIn
Connect with people to grow your network and generate new leads and business opportunities.

120. Connections in LinkedIn (Contd.)
Stay up-to-date with your network by checking in for a few minutes each day.
Leverage your network and ask for introductions to individuals you may have identified.
Your network is comprised of the following connections:

121. LinkedIn Newsfeed
Newsfeed allows you to learn about the people in your network and the companies you’re following.
•Profile and status updates
•Content being posted
•Content being liked, shared, or
commented on
•Company news
•Thought leadership articles
•Job opportunities

122. LinkedIn Pages
Post content via a company page once or twice a day five days a week.
It is effective for two-way engagement with your followers.
Encourage employees to share posts with
their network of connections to amplify
content and extend the reach.
Showcase pages are designed to spotlight specific elements and help followers find the
information they are interested in.

123. LinkedIn Pages: Example
Cisco’s company pages are focused on specific business areas such as
Enterprise Networks, the Internet of Things, Security, and so on.

124. Other Features of LinkedIn
LinkedIn’s advertising platform enables organizations to target key audiences with engaging content.
LinkedIn recently rolled out Native Video, offering users the ability to record and upload
videos right from their mobile device.

125. Microblogging
Microbloggingis a combination of blogging and instant messaging that allows
users to create short messages.
•Through microblogging, business owners
share short pieces of information with clients
and prospects.
•It enables individuals to consume
information easily.

126. Twitter
Twitter is an online microblogging platform that enables you to post short
updates with images and videos.
•It was launched in 2006 and has more than
330 million monthly active users around the
world.
•In November 2017, Twitter increased the
character limit from 140 to 280 to enable
users to share their thoughts, views, and
opinions through tweets.

127. Leveraging Twitter
Twitter users broadcast messages and engage with other Twitter users by:
Asking and responding
to questions
Sharing
interesting links
Monitoring what people
say about them
There are no limits to the number of times you can tweet each day.

128. Leveraging Twitter (Contd.)
Businesses use Twitter to engage audiences within their sector.
Post information and
encourage discussion
Gather useful feedback
about products or services
Offer helpful
customer service

129. How to Tweet
Twitter users have established their own language to make the most out of the
imposed character limit on each tweet.
Use @ symbol and a
username to mention
a person or business
in a tweet
Retweet messages
to rebroadcast a
tweet to all your
followers
Use a heart
symbol if you like
a tweet and want
to save it for later
Send a follower a
direct message to
have a private
conversation
Spread and
organize
information with the
help of hashtags

130. How to Tweet (Contd.)
Brand campaigns
•You can carry out a search on Twitter using hashtags.
•Twitter informs you about the content and hashtags that are trending in your location.
•The more you tweet, the more you will understand how the platform works.
Industries and
sectors
Events and breaking
news stories
Hashtags are regularly used around:

131. YouTube
YouTube was launched on February 14th, 2005 and is the third most visited website in the world.
•YouTube boasts 1.3B users
•The platform receives on average 30M visitors per
day
•300 hours of video are uploaded to YouTube every
minute
•3.25B hours of video are viewed on the channel
each month
•Almost 5B videos are viewed daily
YouTube’s mission is to give everyone a voice and show them the world.

132. YouTube (Contd.)
YouTube is a free video-hosting website where members can host and serve video content.
Website visitors can share YouTube videos on a variety of web platforms by using a link
or by embedding HTML code.

133. Posting Content in YouTube
The amount of video content and the type of videos that you upload depend on
your resources, time, and budget.
Post content on a regular basis to establish a presence on the channel.
Note: Prolific video creators known as YouTubers post videos on a daily basis.

134. Marketing Parameters: Title and Description
Create a concise title and description.
Create titles of around
100 characters
Create descriptions of
200 characters
Add a website URL in
your description
Optimize videos for
smartphones and tablets
Include a URL to a related page
on your company's website

135. Marketing Parameters: Tags
Add tags to your videos to help people find them when using search engines and YouTube’s search.
•Accounting
•Managing expenses
•Expense management
•Expense reports
•Cost management
Example: Include the following keywords if you as a company produce accounting software
and want to post videos on managing expenses.

136. Marketing Parameters: Thumbnail
Select or create a thumbnail image for your video.
Make it clear and visually appealing to entice people to click on your video.

137. YouTube Cards
YouTube Cards are preformatted notifications that appear on desktop and mobile.
Cards work well when they are:
•Placed in conjunction with scripted
calls-to-action
•Relevant to your video content

138. YouTube End Screens
YouTube End screens appear during the last 5–20 secondsof a video.
•Point viewers to other videos, playlists,
or channels on YouTube
•Call for subscription to your channel
•Promote your website, merchandise,
and crowdfunding campaigns

139. Organize the published videos instead of presenting them in a long list.
•Share a direct link to your new videos with all
your social media networks and raise awareness.
•Monitor your YouTube channel and respond to
comments that a video receives.
•Group the videos into playlists by topic or theme.
YouTube End Screens (Contd.)

140. YouTube Video Ad Campaigns
Target your video ads to
specific topics on YouTube and
the Display Network.
Show your video ads
based on keywords.
Promote your new video
content on the social media
channels you are active on.
Consider creating a video
campaign around your
product or service.
Pay to target your ideal
customers via location,
demographics, and interests.

141. YouTube Analytics
YouTube Analytics helps you determine how well your channel and your videos are performing.

142. YouTube Analytics: Metrics
Views Duration Demographics Traffic sources Types of devices
Interaction reports Subscribers Likes and Dislikes Comments
You can see the following metrics.

143. Importance of Images
“A picture is worth a thousand words” refers to the notion that images can
convey messages more effectively than text.
This notion has gained popularity in social media through image sharing sites such as Instagram,
Pinterest, Flickr, and SnapChat.

144. Instagram
•Established in 2010
•Bought by Facebook in 2012 for $1Bn
•Attracts 800M monthly users
•Uses Facebook’s vast development resources
•Rolls out new features regularly
Many brands and businesses use Instagram to:
•Share product and company photos
•Build relationships with potential customers and
influencers
Instagram is unique because of its vast range of filters and editing tools.
Be creative and experimental when posting images.

145. Instagram Newsfeed
Companies use Instagram business accounts to
pay for their content to appear in their ideal
audience’s newsfeed.
Companies also obtain analytical data on how
their content is performing.
Business profiles also have a contact button and
a linkable location tag.
To create a business profile, connect your Facebook page to your Instagram account.

146. Strategies to Follow in Instagram
Do something unique twith your photos so that they may benefit your company.
Instagram users scroll through photo and video content from other users in the main newsfeed.

147. Strategies to Follow in Instagram (Contd.)
Instagram is more beneficial if your posts are based on a particular theme.
Consistency in images is visually appealing to users and can help to attract more followers.
Use a unique strategy for your Instagram account and avoid reusing content from other social networks.

148. Strategies to Follow in Instagram (Contd.)
Post more than just images and videos to have a real impact.
Engage with other
Instagram users
Follow people in your
niche or industry
Comment on their
contributions
Reply to their
comments

149. Leverage Use of Hashtags
•Instagram users can use up to 30 hashtags per
post.
•Hashtags can expose your messages to an
audience that is looking for something specific.
•Perform regular hashtag research to understand
what people within your niche are using.
•Find out how many times a hashtag has been
used by searching for it in Instagram.

150. Pinterest
Pinterest describes itself as “the world's catalogue of ideas.”
It is a bookmarking website that allows users to create themed collections of images and videos.
Pinterest allows businesses to promote their brand and products by posting
attractive and compelling images.

151. Features of Pinterest
Activities in Pinterest include:
•Creating "boards" on a particular topic or theme
•Saving or pinning images or videos to those boards
Pin images and videos to curate your own themed content
for inspiration or even future online purchases.
Users look at your boards and repin your images. As pins link to their original online
source, you can generate traffic to your website and convert interest into sales.

152. Leveraging Pinterest
The key to success on Pinterest is posting engaging images and using relevant
keywords in your board titles and pin descriptions.
The more repins and click-throughs your pins generate, the higher they appear in
Pinterest search results and the more attention they get.

153. Check-in Services
Take a note and listen to what is being said about you.
Location-based services and business ratings apps are mainly geared
toward consumers and small businesses.

154. Check-in Services: Yelp
Yelp is an online business directory where enterprises
can get listed and found online.
•It combines traditional business listings in a
directory like Yellow Pages with social elements.
Customers can leave feedback on their experiences
with the business to:
•Inform future customers of what they might expect
•Keep standards high or force an improvement to
prevent negative feedback

155. Check-in Services: Swarm
Swarm is a mobile app that allows users to:
•Share their locations with their friends
•Create a record of their experiences in their
personal lifelog
•Check in to a given location and see who is
nearby
Note: Check-ins are chronologically listed and serve
as a digital library.

156. Aggregation Services
An aggregation service is an application that collects content from different online
sources and populates the results in one hub/dashboard.
You need to post a mix of your own and third-party content on your social channel.

157. Aggregation Services: Feedly
Is a supercharged
RSS Feed
Is simple to use
Integrates with most
social media apps
Provides features such as keyword-
based search and automatic
backups to Dropbox on upgrade

158. Aggregation Services: Reddit
Reddit is a social news aggregation, web content rating, and discussion website.
It is referred to as the front page of the Internet and receives around 1.5 billion visitors per month.

159. Review Sites
Consumers seek online business reviews to help with their buying decisions.
Businesses must learn from the customer feedback and implement
suggestions or make improvements.

160. Review Sites: Yelp
Yelp is the current go-to for most local business reviews.

161. Review Sites: Angie’s List
Users can:
•See detailed verified views
on local companies
•Compare local companies
•Take advantage of member-
exclusive discounts
•Select the best company,
hire them, and share a
review

162. Review Sites: Glassdoor
Glassdooris a way for current and past employees to rate the companies for which they work.

163. Review Sites: Glassdoor (Contd.)
No business reviews Negative online
business reviews
Businesses are afraid to manage customer reviews on business review sites
as they might receive:
These businesses are missing out on their business through inaction as reputation drives conversion.

164. Review Sites: TripAdvisor
TripAdvisor is a travel and restaurant review website.
•Provides travelers with the
wisdom of the crowds to help
them take decisions
•Compares prices from more
than 200 hotel booking sites
•Is available in 49 markets
•Is home to travel community of
455 million average monthly
unique visitors

165. Publishing Sites: Tumblr
Tumblr first appeared on the scene in 2007 as a part blogging tool,
microblogging tool, and social community.
•You can reblog a Tumblr post
that was published on another
user's Tumblelog.
•You can like other people's
content rather than publish
comments as you would on a
traditional blog post.

166. Publishing Sites: LinkedIn
•Offers its registered
members the opportunity to
write long-form content
•Helps you build relationships
with your connections by
enabling you to provide value
through your content
Publishing relevant content helps you get targeted exposure and make positive contributions.
This works toward establishing you as a professional.

167. Social Media Channels
Social media management tools are designed to streamline your workflows, help you
save time, and ensure your content reaches the right audience at the right time.

168. Key Takeaways
Engagement can be built on social networking sites with the help of pages,
groups, streaming live videos, and shops.
Microblogging sites like Twitter are used to engage followers on a large scale by
broadcasting short messages and retweeting them.
YouTube is the 3rd most visited website in the world can be leveraged to build a
strong exposure in marketing.
Posting the right kind of images on a frequent basis will keep the followers
engaged on photo-sharing sites like Instagram.
Social media services like Yelp, Reddit, and Glassdoor are excellent media for
customers to search for relevant products and also give feedback.

169. This concludes “Social Media Channel Management.”
The next lesson is “Social Media Management Tools.”

170. Social Media Foundations
Lesson 4—Social Media Management Tools

171. Objectives
List the different available social media management tools
Determine how to use Buffer to manage posts across social media
Discuss how Social Studio is used for marketing
Examine the features of Hootsuite
Explain the functionality of a link shortener

172. Introduction
You can use social media to:
•Manage multiple handles
•Post content
•Engage with followers
•Listen to and monitor what is being said
Social media can be effectively managed with the use of social media management tools.

173. Social Media Management Tools
There are a number of social media management tools available for individuals and business of all sizes.

174. Buffer
Buffer enables you to manage all your social media updates for:

175. Scheduling Posts
The app will automatically pull an image from the content, or you can upload an image of your own.
You can create a post by typing or copying and pasting the text you would like to use.

176. Decide which social networks you want to
post to and either:
•Publish it immediately
•Schedule the post to be published at a
date and time of your choice
•Opt to queue the post based around pre-
set timings you may have already specified
Scheduling Posts (Contd.)

177. You can re-buffer a post, which means you can edit a post before adding it back to the queue.
Re-Buffer a Post

178. Buffer keeps you updated on the status of your queued posts.
Status Update on Posts

179. The free version of Buffer gives you basic analytics around each post.
Analytics

180. Buffer offers a mobile app and a handy Google Chrome extension.
Buffer Add-Ons

181. Power Scheduler allows you to schedule the same post to be published on more
than one occasion.
Buffer Add-Ons (Contd.)

182. Hootsuite
Hootsuite platform allows you to:
•Manage all your social profiles from a
single dashboard
•Automatically find and schedule
effective social content
Hootsuite connects with over 35 popular social networks including Twitter,
Facebook, Google+, LinkedIn, Instagram, and YouTube.

183. Scheduling Posts
Hootsuite’s auto-scheduling feature allows
you to:
•Maintain 24/7 presence on social media
•Create or schedule posts on demand
•Upload content schedule in a CSV file
Use the Hootlet extension to schedule posts if you come across relevant content as you surf the net.
View your schedule at a glance either in a list or a calendar.

184. Hootsuite uses multiple streams rather than
inbox to manage engagement.
•You can use tabs to organize streams into
groups.
•You can create your own dashboard.
•You can assign posts to the right person,
department, or region if you are working
in teams.
Hootsuite: Other Features

185. Hootsuite comes with a default report that shows your key metrics on the social media platforms.
You can create customized dashboards.
Hootsuite also allows you to export reports in Excel, PowerPoint, PDF, and CSV formats.
It also offers four price plans: Professional, Team, Business, and Enterprise.
Hootsuite: Other Features (Contd.)

186. Social Studio
Social studio enables users to:
•Listen, engage, and publish content
•Analyzeconversations about your
brand on any social media platform
Social studio is suitable for large enterprise organizations.

187. Social Studio offers three core modules:
Publish Engage Analyze
Core Modules

188. Publish enables you to create and schedule posts across multiple handles and
social networks using a scheduling calendar.
Core Modules: Publish

189. Engage has the ability to monitor all your handles to see if the users engaged with your posts.
Core Modules: Engage

190. Analyze provides pre-built reporting and dashboard templates for social listening use cases.
It also provides consumer intelligence.
Core Modules: Analyze

191. Posts with long URLs can have an adverse impact as they look
unattractive and take up a lot of space.
Link Shortener

192. URL shortening solutions provide services like link bookmarking and analytics on clicks.
Link Shortener (Contd.)
The most common solutions include:

193. Link shortener not only gives a nice, clean, shortened URL but also gives stats
on clicks for all the URLs you shorten.
Link Shortener (Contd.)

194. Key Takeaways
There are various social media management tools that can be used to manage social media.
Buffer can be used to carry out various functions like scheduling and re-buffering the posts,
checking status updates, and examining the analytics.
Social Studio allows you to analyzeconversations happening in social media, publish and
respond to social posts, and see the results of social activities on the dashboard.
Hootsuite is a popular tool that allows a user to keep track of and manage various social
networks. It also allows you to view streams to monitor the content from multiple social networks.
A Link shorteneris used to change a long URL into a short manageable link. The link will then
be easy to remember, share, and tweet in social networks.

195. This concludes “Social Media Management Tools.”
The Next Lesson is “Social Media Measurement and Reporting.”

196. Social Media Foundations
Lesson 5—Social Media Measurement
and Reporting

197. Objectives
Recognize the key performance indicators that help in
measuring social media performance
Examine the features offered by some of the social
analytics tools

198. Key Performance Indicators (KPIs)
You have created awesome content that you are promoting across all your
social handles, but how do you know how well it is performing?

199. Key Performance Indicators (Contd.)
Certain metrics help to indicate how you are performing on social media, and this is why
Social media measurement is an essential part of any social media program.
You can use metrics to gain valuable insights about what’s successful, what isn’t, and how
you can improve.

200. Key Performance Indicators (Contd.)
The process of measuring your social media performance can be overwhelming given the
amount of data generated. Focus on the following KPIs.

201. KPI: Follower Growth
Are the social media handles you manage growing in terms of the number of followers?
Unless you are an A-list celebrity, you should not focus on numbers. Your focus
should be on quality of followers over quantity.
Example: It is better to have 100 followers who are interested in your business rather
than 1,000 followers of whom only a small minority is truly interested in you.

202. KPI: Follower Growth (Contd.)
TrackMaven, a marketing analytics software provider, carried out a research in 2015–16
to determine the median monthly follower growth percentage per brand.
6-8% increase in followers
month over month
23% increase in
followers annually
24% increase in
followers annually
23% increase in
followers annually
20% increase in
followers annually

203. KPI: Engagement
•It is one of the most important indicators
of your success.
•Engaging content improves the chances of
going viral.
Engagement refers to the number of individuals who have interacted with your content.

204. KPI: Impressions
Impressions refers to the number of times your content is displayed
regardless of whether or not it is clicked on.

205. KPI: Reach
•It provides information on the total number of
people the content was displayed to.
Example:
•If you have five impressions from the same person,
your reach would only be one.
•If you had 10 followers on Twitter and one of them
retweeted your post to their 200 followers, your post
would have reached 210 people.
Reach relates to the number of people who have potentially seen your content.

206. KPI: Click Through Rate (CTR)
CTR refers to the number of users who clicked a link to your social post
and were driven to a website, landing page, or web store.

207. KPI: Mentions
Mentions refers to the number of times a specific term or phrase you are
tracking was used across social media.
It is better to track mentions for several different keywords and not just
your company or product name.

208. KPI: Share of Voice
Share of Voice measures the conversation your brand owns in
comparison with your competitors.

209. KPI: Sentiment
It is important for brands to analyze whether the conversations are positive or negative.
Sentiment analysis is useful in social media monitoring as it enables you
to gain an overview of the wider public opinion.

210. Social Analytics Tools
Social media efforts can be measured in two
ways:
•Use a dedicated social media analytics tool
for each site
•Opt for a tool that covers all your networks
You need to measure your social media efforts to develop more effective campaigns.
Several social networks provide the ability to analyze your efforts from within the platforms themselves.

211. Social Analytics Tools (Contd.)
There are many tools to help you monitor and analyze your activities:

212. Sprout Social
Sprout Social’s engagement platform enables brands to:
•Effectively communicate on social channels
•Collaborate across teams
•Provide exceptional customer experience
Its intuitive platform was designed with the user in mind,
making it easy for anyone to:
•Publish content
•Monitor their social presence
•Engage with their audience
•Analyze social media efforts across all connected profiles

213. Three Functions of Sprout Social

214. Sprout Social: Publishing
Features such as the Sprout Queue and ViralPost enable you to efficiently upload content and
ensure that your messages will be sent at the optimal time for maximum reach.

215. Sprout Social: Engagement
•Sprout provides solutions for social marketing, social management, customer service, and
team collaboration.
•Sprout’s Smart Inbox gives users a unique all-in-one stream of their incoming social
messages.
•It enables users to work from the stream to respond, tag, task, or mark messages as
complete to achieve inbox zero.
•Sprout’s collaboration tools and permissions enable multiple users to work within the
platform at once without overlapping or encroaching on responsibilities.

216. Sprout Social: Reporting
Sprout’s reporting capabilities provide insightful analytics and enable you
to quantify your social communications.

217. Sprout Social: Features
Provides custom reports and dashboards to measure social activity
and engagement opportunities
Social Reporting
Determines whether mentions of your brand are positive, negative, or
neutral
Sentiment Scoring
Identifies who is talking about your brand, along with their influence
over social communities
Influencer
Identification
Measures campaigns, brands and products for quantitative metrics
such as when conversations are happening and your brand's share of
voice
Social Measurement
Listens across the social landscape to monitor what being said about
your brand
Social Listening

218. Sprout Social: Features (Contd.)
Allows the creation, management, and scheduling of content to be
shared across social media channels
Social Sharing
Optimizes scheduling and posting of content across social media
channels
Scheduling
Scours various channels for brand mentions
Mentions
Analyzes and illustrates follower information such as demographics,
location, purchase intent, etc
Follower Analysis
Tracks how much engagement each piece of content receives to
highlight which types of content resonate best with the target audience
Content Engagement
Analysis

219. Sprout Social: Features (Contd.)
Tracks and measures the success of paid advertising initiatives run on
social media sites
Paid Campaign
Tracking
Allows users to export reports from the product into an .xls .csv, or
.pdf file
Report Exporting
Allows users to search for specific keywords to measure social impact
Keyword Setup
Helps to reach a global audience at local scalePublishing regionally
relevant content will help you avoid language barriers and ultimately
create better experiences for local audiences.
Geo-targeting

220. Hootsuite
•Hootsuite is one of the most popular platforms for managing
social media, with a user base of around 16 million people.
•It enables you to manage multiple social media accounts in one
place.
•You can post updates, connect with your client base, and review
responses on more than 35 popular social networks.
•It also connects with several other platforms using third party
apps such as SlideShare, Tumblr, MailChimp, and Reddit.

221. Hootsuite: Features
Hootsuite offers the ability to carry out social sharing, reporting, sentiment scoring, influencer
identification, social measurement, social listening, and engagement.
From a reporting standpoint, Hootsuite also offers features such as follower analysis, content
engagement analysis, and so on.

222. Key Takeaways
Key performance indicators (KPIs) such as follower growth, click-through rate,
and mentions are metrics that give us insight into social media marketing
performance.
Sprout Social and Hootsuite are the two most commonly used social analytics
tools to track features such as social reporting, sentiment scoring, and
influencer identification.

223. This concludes “Social Media Measurement and Reporting”
The Next Lesson is “Social Advertising”

224. Social Media Foundations
Lesson 6—Social Advertising

225. Objectives
Understand the key factors of social media advertising
Create an advertising campaign on LinkedIn and Facebook

226. Introduction
Digital advertising has become a key part of most
marketing programs.
According to eMarketer,
•$23.68 billion was spent on paid media to reach
consumers on social networks in 2015.
•Social network ad spend surpassed $35 billion in 2017.

227. Targeting Criteria for Social Media
Location Age Gender Job title
Interests Income Shopping
Habits
Industry
Social media has opened up super-targeted advertising.
Targeting criteria for social media include:

228. Social Advertising
Social advertising is more effective than traditional advertising.
•You can pause or stop your campaign if
it is not running well.
•You can run variants of an ad to
determine which variation works best.

229. Organic Reach
•Facebook is one of the biggest players in
digital advertising.
•Organic reach for Facebook is 2%, which
means 200 organic “likes” of 10000 “likes.”
Organic reach is the total number of unique people who saw your post through unpaid distribution.
Facebook organic reach

230. Paid Media
•This is effective for companies that want to
grow the reach through social media.
•About 60% of marketers believe that paid
social is more effective than organic.
•45% of marketers plan to increase their
social media budgets.
Ad
Ad
In Paid media, you pay for your post to be seen by a defined target audience.
Facebook paid media

231. Organic Reach vs. Paid Media
Organic reach has its limitations. You have to pay if you want to play and win on social media.
•Consider using a mix of both organic reach
and paid media to maximize your reach.
•Consider investing in your existing organic
content that is performing well.

232. Cost Metrics
CPC
•CPM stands for Cost Per Mille or 1,000
impressions.
•You are charged for every 1000 impressions of
your ad shown.
•It is suitable for goals such as brand visibility.
•CPC stands for Cost Per Click.
•You are charged for every click on your
ad.
•It is suitable for goals such as lead
generation.
CPM
In social media advertising, you have two pricing metrics to choose from:

233. Sales Funnel
Align your advertising campaign with your sales funnel.
Prospect learns about offered
solution, product or service
Prospect decides to use
your offered solution
Prospect actively looks for
solutions to a problem faced
Prospect purchases your
product /solution and
becomes customer

234. LinkedIn Advertising Campaign
•Generate leads for a new product being promoted via webinar being run at
the end of the month.
Objective:
•Generate 100 webinar registrations with a campaign budget of $3000.
Goal:
•Seniority: VPs and Directors
•Role: Anyone working in a risk management or compliance role
•Industry: Insurance
•Location: United States of America and United Kingdom
•Companysize: Large enterprise organizations
Target audience:

235. LinkedIn Advertising Campaign (Contd.)
•Create a LinkedIn advertising accountStep 1
•Create a new campaignStep 2
•Select type of campaignStep 3
•Name your campaignStep 4
•Add new or existing postStep 5
•Specify targeting criteriaStep 6
•Set budget and campaign scheduleStep 7
•Launch the campaignStep 8
Follow these steps to create an advertising campaign on LinkedIn.

236. LinkedIn Advertising Campaign (Contd.)
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8
Set up an advertising account on
LinkedIn
Note: You must have a company or
LinkedIn showcase page to set up an
account on LinkedIn.

237. LinkedIn Advertising Campaign (Contd.)
Access your advertising account and
create a new campaign once the account
is created
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8

238. LinkedIn Advertising Campaign (Contd.)
LinkedIn offers three main types of ads:
1.A sponsored update post that appears in your
targeted audience’s LinkedIn feed.
2.A text ad appears either at the top of your
targeted audience’s page or at the right side of
the page.
3.A sponsored InMail, which is a personalized
message, sent directly to an active individual’s
LinkedIn Inbox.
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8

239. LinkedIn Advertising Campaign (Contd.)
Name your campaign and decide what
happens when your ad is clicked on.
You can:
•Drive people to webinar registration page
•Collect data using lead generation form
•Send people to a certain page
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8

240. LinkedIn Advertising Campaign (Contd.)
Decide to sponsor an existing post or
create a new post
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8

241. LinkedIn Advertising Campaign (Contd.)
Specify targeting criteria and build your
audience
LinkedIn offers a variety of options for this.
You can:
•Retarget visitors
•Upload your own list of companies or
email addresses
•Use LinkedIn’s targeting segments
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8

242. LinkedIn Advertising Campaign (Contd.)
Example: Using LinkedIn Data
•Populate the segments with the specified targeting criteria:
oSeniority: VPs and Directors
oRole: Risk management or compliance role
oIndustry: Insurance
oLocation: United States of America and United Kingdom
oCompany size: Large enterprise organizations
As you specify your targeting criteria, you will see your audience size listed at the right of the
page. LinkedIn makes suggestions to help augment your list.
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8

243. LinkedIn Advertising Campaign (Contd.)
LinkedIn offers the following criteria to build your audience:
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8
Example: Using LinkedIn Data
•Gender
•Age
•Years of experience
•Company followers
•Job function
•Member schools
•Fields of study
•Degrees
•Member skills
•LinkedIn group members
•Location (mandatory)
•Seniority
•Industry
•Job title
•Company size
•Company name
You can also exclude certain criteria and enable your campaign to include the LinkedIn
Audience Network.

244. LinkedIn Advertising Campaign (Contd.)
1.Input total budget, for example, $3000
2.Determine CPC bid
○For example, if other advertisers bid between $13.68 -$19.76, then suggested bid
would be around $15.05; however, you can bid as low as $5.25.
3.Specify start and end dates for your campaign
4.Run multi-variant testing
Set your campaign schedule and budget after you have specified your audience.
Following example is based on a CPC campaign for lead generation.
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8

245. LinkedIn Advertising Campaign (Contd.)
Track how the campaign is performing. If there are no results, then you may have to increase
your bid rate, adjust your targeting criteria, or amend your content.
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8
LinkedIn offers real-time campaign metrics to track and report on campaign performance.

246. Facebook Advertising Campaign
•Determine your objectives
Step 1
•Specify your target audience
Step 2
•Determine where your ads appear
Step 3
•Set your budget and determine your ad spend
Step 4

247. Facebook Advertising Campaign
Determine your objectives
Creating an ad on Facebook is similar to the
process you follow on LinkedIn.
Facebook’s ad campaigns run through the
Facebook Ads Manager tool, which you can access
via your business page.
Step 1 Step 2 Step 3 Step 4

248. Facebook Advertising Campaign (Contd.)
Specify your target audience based on:
Step 1 Step 2 Step 3 Step 4
Choose advanced targeting options. Also, Customize your targeting using custom audiences.
to retarget people who have already interacted with your business.
Location
•Country
•State
•City
•Zip code
•Address
•Mile radius
Demographics
•Age
•Gender
•Languages
•Demographics
Interests
•Interest
•Activity
•Like
•Topics
Behavior
•Behavior
•Intent
•Device usage

249. Facebook Advertising Campaign (Contd.)
Determine where your ads appear
Set up a separate campaign if you want to
target Instagram.
You can also specify whether you want to
target desktop users, mobile users, or both.
Step 1 Step 2 Step 3 Step 4
Tip: Select “Only when connected to Wi-Fi”
option.

250. Facebook Advertising Campaign (Contd.)
Set your budget and determine your ad spend
You can set your budget to Daily or Lifetime.
●Daily:A daily budget is the average that you’ll
spend every day.
●Lifetime:A lifetime budget is the maximum
that you’ll spend during the lifetime of your
advert set.
Step 1 Step 2 Step 3 Step 4

251. Facebook Advertising Campaign (Contd.)
Facebook’s Advanced Budget options:
•Allow you to optimize your ad
delivery
•Let you pay by impression or
engagement
Step 1 Step 2 Step 3 Step 4

252. Facebook Advertising: Preview and Launch Ad
Click confirm and launch your ad campaign after previewing your ad campaign and
ensuring that everything is fine.
Start from scratch
While creating your ad, you have two initial options.
Use an existing post

253. Ad Campaigns: Summary
•Creating an ad is more difficult than building the campaign.
•The right images in social ads can make or break an ad campaign.
•Social ads with visuals are more impactful than with text alone.
•Example:
oTweets with images receive 18% more clicks than tweets without images.
oA video can be four times more effective than text.
•Creating and Testing are the most important elements of social ads.
•Social media advertising can be daunting initially. It can help you grow your audience,
generate leads, increase sales, and boost online visibility.

254. Key Takeaways
Cost per Mille is useful for visibility of brands across various websites, and Cost per
Click is a paid method to attract traffic towardsyour content/website.
Creating ad campaigns in LinkedIn and Facebook is an easy and effective
method for targeted advertising.

255. This concludes “Social Media Advertising.”

256. Thank You