Presented at Chhori by Sushant Gautam.

1. Digital Marketing
Sushant Gautam
02.26.2020

2. Disclaimer
I don’t own any of the images and data charts in the upcoming
slides.
I have tried to mention the data source as much as possible.
Please! don’t share these slides with others.

3. What do you hope to achieve with this session?

4. The session should help you:
Understand what Digital and Social Media
Marketing is, and how it works
Use Social Media to BRAND yourself and
improve communications

5. Human being is social.
We ❤️ telling others, sharing contents & ideas.
We tend to 👍 what our friends 👍.
And will want to share it with other friends
Multiple interactions are just a matter of time

6. Why Go Digital?

7. Source:
InternetWorldStats, June 2018
According to the InternetWorldStats,
there are 4.2 billion
Internet Users
in the world.

8. What is Digital Marketing?

9. Digital Marketing is the
marketing of products
or services using
digital channels.
The key objective is to
promote brands
through various forms
of digital media.
Digital marketing
refers to advertising
delivered through
digital channels
such as websites,
social media, search
engines, email, and
mobile apps.

11. Digital channels are numerous. The most popular ones are Email Marketing, Pay-Per-
Click Advertising (PPC), Search Engine Optimization (SEO), Display Advertising, Social
Media Marketing (SMM), Content Marketing, Affiliate Marketing, Online Public Relations,
and Mobile Advertising.
But for the purpose of this class, we will focus on Social Media Marketing
What are the Digital Channels?

12. Digital Channels: SEO

14. Digital Channels: SEM

16. Digital Channels: Email Marketing

18. Digital Channels: Affiliate Marketing

20. Digital Channels: Social Media Marketing

25. Digital Channels: Email Marketing

28. Digital Channels: Mobile Marketing

30. Social Media
Marketing

31. Guess how many people use Social Media
worldwide

33. What this means is, two in every 5 persons on earth has a Social Media account.
It is one of the most powerful ways to reach and engage with your potential clients
today. Because it’s almost universally used—by consumers and brands—social media
is one of the most effective (and perhaps cost-effective) channels to connect with your
audience.
Over 3 billion

34. What about Nepal?

35. Social media marketing
is the use of social
media platforms to
promote a brand,
product or service
It is the process of
creating and sharing
content that is tailored
to the context of each
individual social media
platform, in order to
drive user engagement
and sharing.

36. 5
JAN
2019
SOURCES:POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT;
LOCAL GOVERNMENT BODIES AND REGULATORYAUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVEADVERTISING TOOLS; PRESS
RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT;TECHRASA; NIKI AGHAEI; ROSE.RU. (ALLLATESTAVAILABLE DATAIN JANUARY 2019).
NEPAL
ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE
TOTAL
POPULATION
MOBILE
SUBSCRIPTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE SOCIAL
MEDIA USERS
29.78 39.99 16.19 9.90 9.30
MILLION MILLION MILLION MILLION MILLION
URBANISATION: vs. POPULATION: PENETRATION: PENETRATION: PENETRATION:
20% 134% 54% 33% 31%

37. Again, imagine the possibilities

38. JAN
2019
SOURCES:POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU. MOBILE: GSMA INTELLIGENCE. INTERNET: INTERNETWORLDSTATS; ITU; WORLD BANK; CIA WORLD FACTBOOK; EUROSTAT;
LOCAL GOVERNMENT BODIES AND REGULATORYAUTHORITIES; MIDEASTMEDIA.ORG; REPORTS IN REPUTABLE MEDIA. SOCIAL MEDIA: PLATFORMS’ SELF-SERVEADVERTISING TOOLS; PRESS
RELEASES AND INVESTOR EARNINGS ANNOUNCEMENTS; ARAB SOCIAL MEDIA REPORT;TECHRASA; NIKI AGHAEI; ROSE.RU. (ALLLATESTAVAILABLE DATAIN JANUARY 2019).
ANNUAL DIGITAL GROWTH
THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
+6.5% +6.9%
TOTAL
POPULATION
MOBILE
SUBSCRIPTIONS
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
MOBILE SOCIAL
MEDIA USERS
+1.1%
JAN 2018 – JAN 2019
+322
THOUSAND
+7.8%
JAN 2018 – JAN 2019
+3
MILLION
+0.02%
JAN 2018 – JAN 2019
+3,241
JAN 2018 – JAN 2019 JAN 2018 – JAN 2019
+600 THOUSAND +600 THOUSAND

39. 24
SOCIAL MEDIA USE

40. JAN
20
1
9
SOURCES:LATESTDATAPUBLISHED BY SOCIAL MEDIA PLATFORMS VIA PRESS RELEASES, INVESTOR EARNINGS ANNOUNCEMENTS, AND IN SELF-SERVEADVERTISING TOOLS;ARAB SOCIAL
MEDIA REPORT;TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS.
SOCIAL MEDIA OVERVIEW
BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE SOCIAL MEDIA PLATFORMS
31%
9.9 33%
MILLION
9.30
MILLION
TOTALNUMBER
OF ACTIVESOCIAL
MEDIA USERS
ACTIVE SOCIAL MEDIA
USERS ASA PERCENTAGE
OF TOTALPOPULATION
TOTALNUMBER OFACTIVE
SOCIAL USERSACCESSING
VIA MOBILE DEVICES
ACTIVE MOBILE SOCIAL
USERS AS A PERCENTAGE
OF THE TOTALPOPULATION

41. JAN
20
1
9
SOURCE:EACH PLATFORM’S SELF-SERVEADVERTISING TOOLS (JANUARY 2019). *NOTE:FIGURES REPRESENTADDRESSABLE ADVERTISING AUDIENCES ONLY,AND MAY NOT REFLECTTOTAL
ACTIVE USERS OR MEMBER BASES. ADVISORY:FIGURES FOR LINKEDIN REPRESENT REGISTERED MEMBERS, SO ARE NOT DIRECTLYCOMPARABLE TO FIGURES FOR OTHER PLATFORMS.
SOCIAL MEDIA ADVERTISING AUDIENCES
A COMPARISON OF THETOTALADDRESSABLE ADVERTISING AUDIENCE* OF SELECTED SOCIAL MEDIA PLATFORMS
9.70
MILLION
1.30 213.5
MILLION THOUSAND
650.0
THOUSAND
TOTALADVERTISING
AUDIENCE ON FACEBOOK
(MONTHLY ACTIVEUSERS)
TOTALADVERTISING
AUDIENCE ON INSTAGRAM
(MONTHLY ACTIVEUSERS)
TOTALADVERTISING
AUDIENCE ON TWITTER
(MONTHLY ACTIVEUSERS)
TOTALADVERTISING
AUDIENCE ON LINKEDIN
(REGISTERED MEMBERS)
FEMALE MALE
39% 61%
FEMALE MALE
25% 75%
FEMALE MALE
17% 83%
FEMALE MALE
43% 57%

42. JAN
20
1
9
SOURCE:EACH PLATFORM’S SELF-SERVEADVERTISING TOOLS (JANUARY 2019). *NOTE:FIGURES REPRESENTADDRESSABLE ADVERTISING AUDIENCES ONLY,AND MAY NOT REFLECTTOTAL
ACTIVE USERS OR MEMBER BASES. ADVISORY:FIGURES FOR LINKEDIN REPRESENT REGISTERED MEMBERS, SO ARE NOT DIRECTLYCOMPARABLE TO FIGURES FOR OTHER PLATFORMS.
SOCIAL MEDIA AUDIENCES: QUARTERLY GROWTH
THE QUARTERLYCHANGE IN THETOTALADDRESSABLE ADVERTISING AUDIENCES* OF SELECTED SOCIAL MEDIA PLATFORMS
-1.0% 0% +2.9% +10%
QUARTERLY CHANGE IN
THE TOTALADVERTISING
AUDIENCE ON FACEBOOK
(MONTHLY ACTIVEUSERS)
QUARTERLY CHANGE IN
THE TOTALADVERTISING
AUDIENCE ON INSTAGRAM
(MONTHLY ACTIVEUSERS)
QUARTERLY CHANGE IN
THE TOTAL ADVERTISING
AUDIENCE ON TWITTER
(MONTHLY ACTIVEUSERS)
QUARTERLY CHANGE IN
THE TOTAL ADVERTISING
AUDIENCE ON LINKEDIN
(REGISTERED MEMBERS)

43. JAN
20
1
9
FACEBOOK AUDIENCE OVERVIEW
BASED ON FACEBOOK’S TOTALADDRESSABLE ADVERTISING AUDIENCE
9.70 43% -1.0% 39% 61%
MILLION
SOURCE:FACEBOOK (JANUARY 2019); KEPIOS ANALYSIS. *NOTE:FACEBOOK DOES NOT PUBLISH ADVERTISING AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’AND ‘FEMALE’.
ADVISORY:FIGURES REPORTED ON THIS CHARTARE BASED ON FACEBOOK’S ADDRESSABLE ADVERTISING AUDIENCE, AND MAY NOT MATCH TOTALMONTHLY ACTIVE USERS.AS A RESULT
,
FIGURES ON THIS CHARTARE NOT DIRECTLYCOMPARABLE TO THE ‘MONTHLYACTIVE FACEBOOK USERS’FIGURE THATWE REPORTED IN OUR DIGITAL2018 REPORTS.
NUMBER OFPEOPLE THAT
FACEBOOK REPORTS
CAN BE REACHED WITH
ADVERTS ON FACEBOOK
PERCENTAGE OFADULTS
AGED 13+ THATCAN
BE REACHED WITH
ADVERTS ON FACEBOOK
QUARTER-ON-
QUARTER GROWTH
IN FACEBOOK
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THATFACEBOOK
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT FACEBOOK
REPORTS IS MALE*

44. JAN
20
1
9
SOURCE:FACEBOOK (JANUARY 2019). *NOTE:FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND ABOVE.
FACEBOOK ACTIVITY FREQUENCY
THE NUMBER OF TIMES A ‘TYPICAL’ USER* PERFORMS EACH ACTIVITY ON FACEBOOK
1 1
4 4 1 6
NUMBER OF
FACEBOOK PAGES
LIKED (LIFETIME)
POSTS LIKED IN
THE PAST30 DAYS
(ALLPOST TYPES)
COMMENTS MADEIN
THE PAST30 DAYS
(ALLPOST TYPES)
FACEBOOK POSTS
SHARED IN THE PAST30
DAYS (ALLPOSTTYPES)
FACEBOOK ADVERTS
CLICKED IN THE PAST30
DAYS (ANY CLICKTYPE)
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
1 1 1
5 14 6 4 1 1 6 5

45. JAN
20
1
9
INSTAGRAM AUDIENCEOVERVIEW
BASED ON INSTAGRAM’S TOTAL ADDRESSABLE ADVERTISING AUDIENCE
57%
1.30 5.8% 0% 43%
MILLION
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NUMBER OFPEOPLE THAT
INSTAGRAM REPORTS
CAN BE REACHED WITH
ADVERTS ON INSTAGRAM
PERCENTAGE OFADULTS
AGED 13+ THATCAN
BE REACHED WITH
ADVERTS ON INSTAGRAM
QUARTER-ON-
QUARTER GROWTH
IN INSTAGRAM
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*

46. JAN
20
1
9
TWITTER AUDIENCEOVERVIEW
BASED ON TWITTER’STOTALADDRESSABLE ADVERTISING AUDIENCE
213.5 1.0% +2.9% 17% 83%
THOUSAND
SOURCE:TWITTER (JANUARY 2019); KEPIOS ANALYSIS. *NOTE:TWITTERDOES NOT PUBLISH ADVERTISINGAUDIENCE DATAFOR GENDERS OTHER THAN ‘MALE’AND ‘FEMALE’. GENDER SHARE
FIGURES EXTRAPOLATED FROMAVAILABLE DATA.
NUMBER OFPEOPLE THAT
TWITTER REPORTS
CAN BE REACHED WITH
ADVERTS ON TWITTER
PERCENTAGE OFADULTS
AGED 13+ THATCAN
BE REACHED WITH
ADVERTS ON TWITTER
QUARTER-ON-
QUARTER GROWTH
IN TWITTER
ADVERTISING REACH
PERCENTAGE OF
ITSAD AUDIENCE
THATTWITTER
REPORTS IS FEMALE*
PERCENTAGE OF
ITSAD AUDIENCE
THATTWITTER
REPORTS IS MALE*

47. JAN
20
1
9
LINKEDIN AUDIENCE OVERVIEW
BASED ON LINKEDIN’S TOTALADDRESSABLE ADVERTISING AUDIENCE
650.0 3.4% +10% 25% 75%
THOUSAND
SOURCE:LINKEDIN (JANUARY 2019); KEPIOS ANALYSIS.*NOTE: LINKEDIN’SADVERTISING AUDIENCE FIGURES ARE BASED ON TOTALMEMBERS, NOT MONTHLY ACTIVE USERS. LINKEDIN DOES
NOT REPORTADVERTISINGAUDIENCE FIGURES FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’.GENDER DATAHAVE BEEN EXTRAPOLATED BASED ON AVAILABLE DATA.
NUMBER OFPEOPLE THAT
LINKEDIN REPORTS
CAN BE REACHED WITH
ADVERTS ON LINKEDIN
PERCENTAGE OFADULTS
AGED 18+ THATCAN
BE REACHED WITH
ADVERTS ON LINKEDIN
QUARTER-ON-
QUARTER GROWTH
IN LINKEDIN
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THATLINKEDIN
REPORTS IS FEMALE*
PERCENTAGE OF
ITSAD AUDIENCE
THATLINKEDIN
REPORTS IS MALE*

48. Key Social Media terms

49. Content
Content is whatever you are
posting – from Facebook Status
updates to tweets to Instagram
Photos or YouTube videos, etc. It
comes in many forms and
tailoring it to the platform is very
important.
Context
A great joke within a 2,000 word
blog post will probably go mostly
unseen. But take that same joke
to Twitter and it may just go viral.
Context includes the
circumstances that form the
settings for your post
Hashtags
Hashtags let you describe the
topic of your content or mark
them as part of current trends.
They make your content easily
discoverable and, thus, more
likely to be shared..
Share
This is the currency of the social
media world and getting plenty of
it means you have arrived.
When people engage and interact
with your content, that’s good.
But, when they share it, that is
the time when you celebrate.
Engagement
While shares are a form of
engagement, engagement
doesn’t necessarily mean shares.
Engagements are the interactions
generated from the content you
post/share on your platform.
Social Media Strategy
This is a plan of action designed
to achieve a long-term or overall
aim on social media. It involves
all the studies done to create a
plan that’ll ensure the success of
a social media project

50. Creating an effective Social Media Strategy

51. The ideal customer
life-cycle

52. Know your audience
Find out who they are, where
they are, and what they care about.
Create content to satisfy those
needs, find out how best to reach
them, and then when they trust
you, sell your product
Creating content
Because of the
immediate 1 to 1 nature of Social
Media marketing, your buyers
expect your brand to behave like
any other person on the
platform. Your content needs to
be relatable.
Variety of content
Nobody wants to come to
a restaurant that only has one
type of food.
Without drifting too far
from purpose, ensure your
content is not boring and has
variety.
Power of Pictures
Pictures appeal to emotions.
They create intimacy - help
humanize your brand and keep
people engaged. You can use
tools like canva.com to create
images. You’re 40 times more likely
to get your content shared.
Videos
Videos are the most consumed
content on the Internet now. The
world has gone visual. Videos go
viral the most, so as much as you
can, create, and share compelling
videos

53. Business/service model, Budget (for ads and influencer marketing), etc.
Other factors you should consider

54. There are hundreds of Social Media platforms in existence, but for the purpose of this
class, we will focus on Twitter, Facebook, and Instagram
Choosing the right Social Media platforms

55. Facebook is the most
popular and populous SM
platform in the world and
has 177M active users
even in Africa. The fact
that most media forms can
be posted there and
people can share easily
makes it a proficient
business/networking tool.
Apart from the standard
Status updates, other
marketable features of
Facebook include:
Pages, Groups, Live,
Stories, Facebook
Video, Facebook
Advertising, Insights.
Facebook

56. Give the page a human touch: The goal is to communicate with fans as though you were
talking to your friends. Once in a while, show human side through personal/familial posts.
Content is still key, king: Ensure that content educates, entertains and empowers fans to
keep them engaged and coming back for more.
Diversify medium: Some fans might respond better to video than text, while others might
be drawn to picture posts. To make sure you’re attracting the attention of your diverse group
of fans, post content in a variety of ways.
Ads: Sponsored posts, promoted pages, boosted posts, etc., are still the best engagement
drivers, and page growth catalysts. They are also cheap on this platform.
Insights: Whatever it is you’re doing, track. Insights will ensure you know how your posts
perform when/where/in what context and help you decide what to do more and less of.
Facebook tips:

57. Instagram is the world's
most powerful visual
selling tool. With about 1
billion active monthly
users the importance of
the app cannot be
overemphasized. It allows
you add descriptions,
locations and hashtags to
pictures.
User-generatedphotos
with branded products, as
well as Instagram's
sponsored posts help to
boost consumer reach,
awareness, and,
ultimately, lead to sales
conversion. With other
features likeStories, Live,
IGTV, explore, it is even
better
Instagram

58. Instagram Tips:
Use quality pictures/videos: Make an effort to ensure the quality of the content you
share is top notch.
Use hashtags: Create a custom hashtag and contribute to existing (industry related)
hashtags/trends. You are bound to get more visibility.
Connect Instagram with other social accounts: Connect to other accounts (e.g
Twitter, Facebook, etc) and share photos on those networks simultaneously to
increase reach.
Interact with your followers: Follow, repost, comment on, and interact with other
people's Instagrams.
Advertise: Instagram’s promoted post feature is a dime. Use it to get more reach.

59. Twitter has become an
optimal network for
thought leadership growth
and development. It has
also become a space
where both corporate and
personal brands develop
ongoing relationships with
followers.
Apart from the standard
tweets, other
marketable features of
Twitter include:
Hashtag Trends, Twitter
live (periscope), Twitter
advertising
Twitter

61. On Twitter, Engagement is key.
Tweet interactive posts (that may or may not be about your brand). They could be
trivia, puzzles, scenarios, etc. The essence is to be on your TA’s timelines.
Influencer marketing: Take advantage of your network and solicit retweets. Beg or
pay influencers to push your product/service.
Create contests/start giveaways and reward followers.
Use Twitter ads: Twitter has a native ad platform to grow followers, promote posts,
etc. Use it.
Spot trends: Everyday, there are conversations that trend. Find one that is relevant to
your brand and jump on it. You are more likely to be seen doing this.
Twitter tips:

62. Practical

63. One last thing …
Patience + Consistency is key

64. Thank you
Sushant Gautam
@eSushant