SOCIAL MEDIA
Social media marketing refers to the process of gaining traffic or attention through
social media sites. Social media itself is a catch-all term for sites that may provide
radically different social actions. For instance, Twitter is a social site designed to let
people share short messages or “updates” with others.
Social media marketing (SMM) is a form of Internet marketing that utilizes social
networking websites as a marketing tool. The goal of SMM is to produce content that
users will share with their social network to help a company increase brand exposure
and broaden customer reach.
We can see the Social Media Trends data below:
On Facebook people connect, share, and discover with their friends and family.
Facebook deliver personalized experiences for people and deliver personalized
messages for brands.
Why Facebook Adverts?
Over 1 billion people are consistently using Facebook on mobile every day.
Due to the huge number of Facebook users and usage volume, Facebook is a great
platform for branding & Reach.
Choose your audience:
Advertising on Facebook makes it easy to find the right people, capture
their attention and get results.
You can choose your audience based on demographics, behaviours or contact
information.
See the Results:
Facebook advert reporting tools show you how your adverts have impacted your business
in visual, easy-to-read reports.
How Facebook Adverts work
Facebook lets you to show ads on the basis of your Marketing objective:
Facebook Adverts Formats Relevant For Your Business:
● Domain Ads
● Multi-Product Ads (Carousel Ads)
● Offer Ads
● Lead Ads
● Dynamic Ads (formerly Dynamic Product Ads)
Ads Estimation
Awareness Ads
Reach people who are more likely to pay attention to your ads and increase
awareness for your brand.
In the above example we have taken the daily budget 500.00 INR, based on the daily
budget estimated daily reach would be 21,000-130,00.
Note: The accuracy of estimates is based on factors such as past campaign data, the budget you've
entered and market data. Numbers are provided to give you an idea of performance for your budget,
but are only estimates and don't guarantee results.
Reach
Show your ad to the maximum number of people.
In the above example we have taken the daily budget 500.00 INR, based on the daily
budget estimated daily reach would be 13,000-80,000.
Note: The accuracy of estimates is based on factors such as past campaign data, the
budget you've entered and market data. Numbers are provided to give you an idea of
performance for your budget, but are only estimates and don't guarantee results.
Traffic (Website Clicks)
Send more people to a destination on or off Facebook such as a website or app.
In the above example we have taken the daily budget 500.00 INR, based on the daily
budget estimated daily reach would be 9,500-60,00 and link clicks 290-1800 Approx.
Note: The accuracy of estimates is based on factors such as past campaign data, the
budget you've entered and market data. Numbers are provided to give you an idea of
performance for your budget, but are only estimates and don't guarantee results.
Post Engagement
Get more people to see and engage with your post or Page. Engagement can include
comments, shares, likes, event responses and offer claims.
In the above example we have taken the daily budget 500.00 INR, based on the daily
budget estimated daily reach would be 9,500-60,00 and link post engagement
800-5000 Approx.
Note: The accuracy of estimates is based on factors such as past campaign data, the
budget you've entered and market data. Numbers are provided to give you an idea of
performance for your budget, but are only estimates and don't guarantee results.
Page Likes
In the above example we have taken the daily budget 500.00 INR, based on the daily
budget estimated daily reach would be 4000-25,000 and link page likes 290-1800
Approx.
Note: The accuracy of estimates is based on factors such as past campaign data, the
budget you've entered and market data. Numbers are provided to give you an idea of
performance for your budget, but are only estimates and don't guarantee results.
Lead Generation
Collect lead information from people who are interested in your business.
In the above example we have taken the daily budget 500.00 INR, based on the daily
budget estimated daily reach would be 2,600-16,000 and leads 10-60 Approx.
Note: The accuracy of estimates is based on factors such as past campaign data, the
budget you've entered and market data. Numbers are provided to give you an idea of
performance for your budget, but are only estimates and don't guarantee results.
Conversions
Get people to take valuable actions on your website, in your app or in Messenger,
such as adding payment information or making a purchase. Use the Facebook pixel
or app events to track and measure conversions.
Select the action that you most want to measure:
● Purchase
● Leads
● Registration
In the above example we have taken the daily budget 500.00 INR, based on the daily
budget estimated daily reach would be 4,200-26,000 and conversions 6-34 Approx.
Note: The accuracy of estimates is based on factors such as past campaign data, the
budget you've entered and market data. Numbers are provided to give you an idea of
performance for your budget, but are only estimates and don't guarantee results.
Twitter have 313 million monthly active users and a young demographic to
boot.Twitter is a great platform for most marketers.
Starting up a Twitter page for your company is easy. Anyone can come up with a
Twitter handle, upload their profile photo, fill out their bio and send out their first
Tweet. What’s not so simple, however, is growing your Twitter account and turning it
into an actual tool that generates leads and builds up your brand.
Growing a real following on Twitter takes more than sending out Tweets whenever
your company has a product being released or an upcoming event. It’s about
engaging with your target audience and interacting with them. Successful Twitter
marketing is powerful. If you can become a pro with this fast paced social networking
site, you’ll unlock new opportunities to grow your business online.
What Makes Twitter Different:
As you know every social media site should be different. For example, your Twitter
marketing strategy isn’t going to be the same as your Pinterest or Facebook
marketing
Some of the main ways businesses use Twitter include:
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Sharing information and content
Driving engagement for promotional activities
Interacting with consumers
Networking
Branding
Reputation management
Objectives:
These types of objectives mostly used in twitter advertising:-
How it works:
Promote your Tweets to maximize your reach and raise awareness of your brand's
message.
What you pay for:
Pay for the number of impressions (CPM).
When to use it:
You want as many people as possible to see your Tweet.
How it works:
Your followers amplify your message, on and off Twitter. Promote your account to
build an engaged audience.
What you pay for:
Pay only for the followers you gain. You aren't billed for other types of engagements.
When to use it:
You want to build an engaged audience to amplify your message, on and off Twitter.
How it works:
Promote your videos to reach a targeted, engaged audience. Your videos will autoplay
on scroll, encouraging people to tap or click.
What you pay for:
Pay for the number of promoted video views.
When to use it:
You want more people to see your GIFs, Vines, or videos.
How it works:
Promote your Tweets to people who will visit and take actions on your website. Track
your results across mobile and web.
What you pay for:
Pay for the number of website link clicks.
When to use it:
You want people to visit and take action on your website (e.g. download a paper or
make a purchase).
How it works:
Promote your Tweets to start conversations with the audience you want. Research
shows that increased engagement leads to brand lift and offline sales.
What you pay for:
Pay only for the initial engagement. You’re not billed for organic engagements that
follow.
When to use it:
You want to maximize engagement of your Tweets and get more people talking about
your business.
Instagram ads are non-intrusive and less likely to annoy your targeted audience. The
engagement rate on Instagram is higher than the engagement rate on any other
social media platform.
Why advertise on Instagram?
With more than 700 million active users, Instagram is a leading social media
platform. Not convinced by this number? Well, just one year ago, Instagram
announced its 500 million users milestone. A growth of almost 50% in one year tells
us more about this platform’s popularity and future potential than anything else.
● According to Forrester, Instagram is the king of social media with a
4.21% engagement rate.
What are the benefits of Instagram advertising?
● There are more than 700 million users on Instagram and the community is
still growing.
● Instagram and Facebook are connected. So it’s easier to target your audience
based on Facebook data. All budgeting and scheduling tasks, the setup and
creation of ads are done through Facebook. So you don’t need to start from
scratch and learn about Instagram, once you’ve already used its sister
platform for marketing and ads.
● Instagram ads are non-intrusive and less likely to annoy your targeted
audience.
● The engagement rate on Instagram is higher than the engagement rate on any
other social media platform.
● You can easily integrate Shopify and sell your products instantly.
● Instagram measures the success of your campaign based on awareness, reach
and recall instead of follower counts, likes or comments.
● Most people use their smartphones to read their news, socialize on Facebook
or post their own stories and update social media timelines. Most
smartphones feature high-end cameras that can shoot photographs to be
immediately posted on Instagram. Everybody can be an amateur
photographer. Instagram is the best channel for this type of media and it’s
why most mobile users have Instagram accounts.
● In terms of ROI and cost, Instagram returns the best results. It’s effective and
less time-consuming than other online marketing channels.
Types Of Ads:There are 3 main types of Instagram ads to choose from when starting an online
campaign:
Instagram Photo Ads
You can tell a story or promote your products
online through visually engaging images. Market
your small business or brand to a broad audience
or target just local customers from your geographic
area or hometown.
Instagram Video Ads
Create video ads up to 60 seconds long and deliver
them to your target audience. Time is very limited
these days and I would recommend shorter
videos. They’ll get maximum attention and the
expected response from your potential and
existing customers.
While photo ads are your best choice when
dealing with Instagram, videos can be effective if
they’re short and have the potential to go viral.
Instagram Carousel Ads
These types of ads make Instagram users swipe to
see additional images and call to action on your
official website to learn more about your products
or services. In many ways, a Carousel Ads
campaign is similar to a content marketing
campaign because it delivers valuable information
to users.
The main goal is to get your potential customers
to visit your website once you’ve managed to draw
their attention.
Instagram Stories Ads:
Instagram Stories ads are the “new kid in town”.
With over 250 million daily users it’s a great way
to grow your brand awareness.
Monitoring And Reporting:
We need to measure the results as we run the
campaigns. We will measure and report on the
following social KPI’s:
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Numbers of followers
Number of mentions
Likes, Shares, Comments
Time spent
User sentiment
Lead conversion rate, etc.
The following tasks will be taken up as part of
social media monitoring:
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Develop benchmark metrics to measure the results
Analyze and evaluate social media campaigns and strategies
Report on effectiveness of campaigns at the end of every month
Monitor trends in social media
Monitor the activities of main competitors in social media
Monitor social space for brand and related topics and conversations
Understand how the social media impacts search traffic