An introduction to the major social media platforms currently used for digital marketing and how to make the best use of them while marketing for yourself or your clients' company. This presentation includes several tips that I found useful when it comes to marketing in social media. Some of the principles can be used in direct marketing as well.

1. Social Media Marketing

2. • Social media marketing refers to the
process of gaining traffic or attention
through social media sites
• Social media are digital media which
encourage audience participation,
interaction and sharing
>>Introduction

3. >>Social media strategy<<
1. Plan. Management of social media marketing including reputation management and
defining a content strategy.
2. Reach. How to increase the reach of your content as it is shared.
3. Act. Encouraging interaction and participation within your own blogs and sites and
within social outposts.
4. Convert. The key question - how to transition from customer brand engagement with
social media to generating more leads and sales.
5. Engage. Ongoing communications with consumers.

4. >> SMART Objectives
Specific
Measurable
Actionable
Relevant
Time-related

5. >>Plan Ahead<<
You’re now a publisher! So, an editorial calendar is essential to an
effective social media
strategy to plan for future quality resources from a range of writers.
The person managing
the challenge to deliver against publication deadlines will need
sufficient resource and
power within the organisation to deliver it.

6. >>Posting factors
Value of content
Time and date of posting
Communicating the
proposition to encourage
people to follow or
interact with the brand
Type of content
(Photo,video,blogpost)
Frequency of posting
Relevance
Volume of content

7. >>Think before you post

8. FACEBOOK

9. Facebook has three
tools namely pages,
ads, messenger and
groups that can be
used by anyone.
Each of these options
has its own purpose,
and they can be
combined for greater
reach.

10. 1.FB Pages
Facebook pages are similar to profiles, but for businesses.
Users can “Like” a page, which means they’ll automatically receive updates from that
page in their news feed.
Advantages: Pages are free and easy to set up.
Disadvantages: It can be hard to get a foothold and build a fan base with a page.
2.Ads
Facebook offers a fantastic targeted advertising platform. You can create ads targeted
at specific geographic areas, ages, education levels, and even the types of devices
used for browsing.
Advantages: Ads have powerful targeting parameters.
Disadvantages: Ads can get expensive, depending on your goals

11. 3.Groups
Facebook groups are similar to discussion forums, but with additional features that
pages and profiles have (like a wall). You can create groups related to your industry or
product offerings as a way to reach out to potential customers.
Advantages: Groups are free and have high levels of engagement.
Disadvantages: Groups can be very time consuming.
4.Messenger
Automate responses and create Messenger bots to connect with and serve your
customers.

12. Creating FB pages
To create a Page:
1.Go to facebook.com/pages/create
2.Click to choose a Page category
3.Select a more specific category from the dropdown menu and fill out the required
information
4.Click Get Started and follow the on-screen instructions
There are 6 different types of roles for people who manage Pages. When you create a
Page, you automatically become the Page's admin, which means only you can change
how the Page looks and publish as the Page. Only an admin can assign roles and
change others' roles namely:Editor,Moderator,Advertiser,Analyst and Live Contributor

13. Creating FB groups
To create a group:
1.Click ^ in the top right of Facebook and select Create Group
2.Select your group preferences, enter your group name, add group members and then
choose the privacy setting for your group
3.Click Create
4.Once you create your group, you personalize it by uploading a cover photo and adding
a description
Just like in pages there are different roles to play in FB groups. Groups have more
interaction between the participants rather than the one to one interaction found in
pages.

14. 1) Post useful information
Links to articles related to your company or your industry
Links to your blog posts
Coupon codes for fans to save on your products
New product announcements
Links to online tools your fans might find useful
2)Ask Your Fans Questions
Getting your fans involved with your page is a great way to inspire loyalty.
3)Don’t Spam
Before you send out any update, ask yourself if it honestly adds value to the
conversation. If not, don’t send it
4) Study the statistics and results

15. INSTAGRAM

16. #Intstagram Basics
Insta is basically an online photo album.It is the perfect social network for sharing and
viewing photos and videos. You can find photos on almost any topic and add your own to
the collection by tagging them with keywords.
When you start to post, choose things that are flattering, interesting and relevant. You
can edit your photos and videos on the app before you post them using Instagram’s
filters and easy-to-use tools. Use them to make your photos and videos pop.
Make sure to add a caption and a few hashtags related to your account and posts so
others will see your photos and videos. You add hashtags by prefixing the ‘#’ symbol to
your words. This is very important to extend your reach and make your page more
available to your clients.
The plus point that instagram has is that the pictures you share cannot be saved by
another person.

17. #Instagram Terminology
1.Username: Your username is how people recognize you on Instagram. The name you
choose follows the @ symbol and can include numbers, letters, periods and
underscores. Your username appears atop all the pictures or videos you post and at the
top of your profile. Eg: @analysedigital
2.Profile: Your Instagram profile is where you show your persona.You can add a link to
another website, such as your social media profile on Twitter or Facebook. Cross
promotion is very important for marketing your companies online.
3.Post: Posts are the photos and videos you choose to share on Instagram. To create a
post, select the camera tab and choose a photo or video from your phone’s library or
take one with the app. Then edit the photo and add filters and caption and then share it
with the world.
4.Hashtag: Used to find and give context to your post. Hashtags help other users
discover your posts when they search on Instagram. You can find posts with hashtags by
searching in the Explore section or clicking any hashtag in the caption of a post.
Eg: #digitalmarketing #instapost #TBT

18. #Instagram Ads
Advertisers now have 4 ad options including:
Photo ads – your standard Instagram post format
Video ads – the same as above, but with a video in place of a photo
Carousel ads – a slideshow ad, which allows for multiple images
Stories ads – these are Instagram’s version of Snapchat ads seen at the top of the feed
#1: Build a community around an actionable Instagram hashtag
The great thing about this strategy is that it can be leveraged across other social networks
like Twitter and Pinterest, but works so well on Instagram and is the perfect way to get
your audience to engage with your brand.
#2: Partner with a good cause that supports your brand’s values
This is a unique approach by which you promote and share your partnerships with your
followers. Also keep in mind that Instagram isn’t as strict as Twitter with its character
limits when captioning a photo. Short, sweet, and effective is the best way to do this.

19. #3: Relate to your followers while staying relevant to your brand
You always want to be thinking in the mindset of your target consumers. Likely you’ve
already established a few buyer personas and have an idea of the makeup of the leads
you’re nurturing and the customers you’re delighting. But now you need to think about why
they’re on Instagram.
#4: Don’t over-post
This tip is pretty self-explanatory, but for those new to the Instagram platform, please note
that over-posting is a big insta-no-no!
#5: Promote your Instagram everywhere
This one is also somewhat self-explanatory, but you need to leverage this channel in the
same way you do your other social networks. For example, do you have social icons on
your homepage or product pages connecting visitors to your social channels? An
Instagram icon needs to be added as well.

20. #6: Find the beauty in your brand
Perhaps you sell software, so images of your product aren’t super attractive to your
Instagram audience. But you cannot rule out Instagram altogether – because there are so
many other ways to build your brand without directly showcasing photographs of your
products!
#7: Use all the tools Instagram has to offer
Instagram has a suite of business tools to help businesses get a better understanding of
how their account is performing. The tools include account insights like impressions,
reach, profile views, website clicks, call clicks and email clicks and get insight into their
following base for instance the gender breakdown, age range, top locations etc.
#8: Get inspiration from others
Watch and learn from other companies in your field.

21. TWITTER

22. Twitter Basics
Twitter is a potentially powerful marketing tool if you know how to use it
People come to Twitter to discover what’s happening in the world right now, to share
information instantly, and to spread their message to the world
Twitter can be used to build meaningful connections with a relevant and engaged
audience. These connections can lead to actions across a network of loyal customers for
your business.

23. The anatomy of a Tweet
1.Tweet
A Tweet is an update posted on Twitter. It can contain text, photos, links, GIFs, and
videos.
2.Reply
Click ‘reply’ to respond to a Tweet. Replying to a Tweet shows that you’re listening
and engaged in the topic.
3.Retweet
A Retweet shares someone else's Tweet with the people who follow you. Click the
"Retweet" button twice to share the Tweet as is. Or click once and add a comment
to give the Retweet context, which is a "Quote Tweet".

24. 4.Like
A like is a simple way to positively acknowledge a Tweet. It can also be useful to use as a
bookmarking tool if you want to easily find a Tweet again. Tap the heart icon to like a
Tweet and the author will see that you appreciate it.
5.Hashtag
A hashtag is any word, or phrase without spaces, beginning with the "#" symbol. People
add hashtags to Tweets to link all the content related to a given topic. Click on a hashtag
to go directly to the search results for that term. Hashtags that become very popular are
often "Trending Topics".
6.Mention
Bring a Tweet to another person’s attention by including their @name in your message.
You could use it to ask someone a question, to thank them, or simply to highlight a piece
of content. Use can also Direct Message Tweets directly to people on Twitter.

25. Twitter Pointers
1. Optimize your Twitter bio: The company identity and voice has to be branded
well, therefore a bio that tells people who you are and includes a link to your
company website or a landing page is necessary.
2. Interact with influencers: Find like-minded prospects, customers and
influencers/media by searching keywords that relate to your industry.Make a list
of the 100 most influential people in your space -- journalists, thought leaders,
potential clients/customers, big-name bloggers and writers, potential partners,
4. Tweet regularly:Regular tweeting is a sign of an active and healthy business
profile.
5. Track mentions:Track brand mentions and keywords to make sure you know
what's being said about you and respond in a polite, professional manner if
appropriate. After all, customer service is the new marketing!

26. 6. Retweet:Retweets will help link and cement your own thought leadership within your
industry.
7. Follow trends/hashtags:Look at the trending topics and hashtags and find a way to
make a relevant connection to your brand.
8. Offer Special deals to Twitter followers:Run Twitter contests such as: 'The next 50
people that retweet me will receive a coupon for 50 percent off.'
9. Use images and videos:Get visual.Images, videos and other rich media have proven
to receive more views, clicks and shares than plain text tweets.
10. Use Promoted Tweets:The goal is to provide value that establishes trust and
credibility, not trick people into clicking a link.
11. Make sure Twitter is integrated with your other marketing efforts: Social media
marketing is much more effective when integrated with your other marketing activities.
12. Use Twitter analytics:Use Twitter's native analytics daily to get a grasp on what's
resonating and what's not with your audience once you've built it.

27. LINKEDIN

28. LinkedIn Basics
LinkedIn, a social networking website aimed at professionals, allows members
to contact past and current colleagues, look for a new job, uncover new
business opportunities and network with experts within a particular industry.
The “Business” membership members to see up to 300 profiles when searching
for business professionals to connect with.
The "Business Plus" subscription allows members to make up to 10 direct
contacts with members per month and view up to 500 profiles when searching
for business contacts. This membership also allows members to maintain up to
25 folders to save and manage individual profiles.
The "Executive" level subscription receive full name visibility when searching for
professional contacts. These members can also make up to 50 introduction
requests to be connected with companies they would like to establish a
relationship with.

29. Passive LinkedIn Marketing
Simply having a LinkedIn profile, building your connections, and keeping your account
updated, you can get the attention of potential clients, customers, joint-venture partners,
and influencers. The passive approach can pay off by:
i. Giving you exposure to people hunting for products or services. LinkedIn's search
features allow others who are looking for what you offer to find you getting you
introductions to potential clients.
i. Displaying your recommendations from others on LinkedIn. Recommendations are word-
of-mouth testimonials to you and your business that provide credibility.
i. Create a custom URL for your profile that includes your business name and/or keywords
also which makes it easy for search engines to find it.
i. A LinkedIn badge will link visitors to your LinkedIn public profile when clicked. The badge
can be added to any online resource including your website, email signature file, and any
other online resource where you're allowed to add your personal information.

30. Proactive LinkedIn Marketing
i. Post regular status updates. Talk about what you're working on and who you're
working for.
i. Participate in groups. Join groups related to your business and your interests.
Discussion participation can help establish you as an expert in your field.
i. Send messages and invitations to those in your network and to other group members.
Your goal is to create professional connections that are mutually beneficial to you and
the other person.
i. Try LinkedIn advertising. Paid advertising on LinkedIn is still a relative bargain, and
can get your business in front of your market quickly.
i. Consider upgrading to a paid LinkedIn membership. This will give you additional
contact options and other benefits.LinkedIn offers "Career," "Business," Sales," and
"Hiring" upgrade options.

31. LinkedIn Pointers
i. Run Your Business Company Page As A PPC or SEO Campaign: This can increase
your company’s content findability. Include keywords in your headline, summary,
anchored text, job descriptions and endorsements to be found on Google and
LinkedIn searches.
i. Blog On LinkedIn: Blogging is a new content networking tool and will help build your
credibility and increase your business’ message reach when others share it to their
network.
i. Secure LinkedIn Endorsements: LinkedIn endorsements are like Yelp and Amazon
review for your business and help upholding the business’ reputation.
i. Secure LinkedIn Recommendations:Follow a ‘word of mouth’ marketing strategy.
Since these recommendations are like referrals, you need to get as many as possible
to make a difference with customers.

32. v.Showcase Your Work In Video, Slides, Interviews, etc: the real impact LinkedIn has is its
ability to share work examples, thought leadership, research to influence the purchase or
relationship.A ‘built in’ way to share this type of content is by using SlideShare.
vi.Daily Status Updates:Send daily messages spread across 6AM to 12AM to increase
your company’s exposure to your followers and your 2nd’ and 3rd-level connections (i.e.,
the followers of your followers and their followers).
vii. Shine Up Your LinkedIn Curbside Appeal: 49.5% of LinkedIn profiles are not
completed, which means they will not show up in a LinkedIn search. Audit and tune-up
your profile to see immediate and measurable results.

33. The next horizon will be deep integration of the physical and interactive
worlds. The future of online is offline