Social media introduction, Facebook and Twitter best practices, 6C's of social media content, and a primer on developing campaigns

1. Understanding
Social
Media
Marketing
IIMC | Sep 4, 2017

2. About Us
Diksha Sethi(@s_diksha)
Account Director - EXPD
Digital and content from Avian
Media
Brands I love
• Helped train and set up the first 24x7 crisis response channel for IndiGo and SpiceJet
• Helping set up a learning and development arm of Avian Media
• Managed award-winning social media campaigns and crisis for Ford, Philips, IndiGo, Qualcomm, SpiceJet, Ab-Inbev, RB, among
others
• An enthusiastic traveller and movie buff
Silver at PR Week Asia
Awards for Best Employee
Engagement Campaign
Gold Sabre 2017 for Ab-
Inbev
Gold Sabre 2016 for Social
Media Campaign for Philips

3. About Us
Palin Ningthoujam (@palinn)
Head - EXPD
Digital and content from Avian
Media
First-generation
blogger in India
• Founded India PR Blog, among
top 25 PR blogs in the world in
2008
• Review 1000+ tools for Mashable
from 2007-2009
Loves researching and
understanding digital trends
• Wrote EY Social Media Marketing -
India Trends Study 2013
• Wrote India Blog Trends 2016
Lucky to have worked with brands
with big social media appetite
• 15 years in PR and Digital Marketing
• Helped made Ford a top social media
brand in India in 2012
• Managed award-winning social media
campaigns and crisis for Philips,
Microsoft, Sony, Pepsi, Qualcomm,
SpiceJet, Tourism Australia, Ab-Inbev,
among others
ADOBE CONTENT 100

5. JOIN THE CONVERSATION
TODAY AT
#IIMCdigitalclass

6. What is social media?

7. • 83% global respondents trust
recommendations of friends
and families
• 66% trust consumer opinions
poste online
NEILSEN’S GLOBAL SURVEY OF
CONSUMER TRUST
TODAY,
PEERS ARE THE MOST POWERFUL INFLUENCERS

8. Peer conversations online tend to spread
A random story /
comment online could
have the possibility of
being seen by millions of
people across the world
in a matter of minutes
based on how strongly it
resonates with the
communities

9. Peer recommendations are online
60-70% of internet users also use social media

10. TEASER QUESTION:
DO WE KNOW WHO
THIS WOMAN IS?

11. In 2009, Nisha Susan, almost
single handedly, shock India by
getting thousands of women to
share their underwear in protest
against conservative groups
trying to stop women from
entering pubs

12. Social media empowers citizens and leaders
The Arab Spring 2010: 9 out of 10 Egyptians and
Tunisians used Facebook to organize protests
and spread awareness
Obama Election campaign 2008: $500
million dollars raised online in mostly
small donations, 200,000 offline
events created by our supporters using
my.BarackObama.com

13. Social media gives voice to each of us
Glenn was devastated when his classmates didn’t come for his birthday party.
But when her mom shared his story on Facebook, messages of support poured in
and police and firemen stopped by with gifts.

14. DIGITAL SAVVY
ORGANISATIONS
R&D
Marketing
Customer Service
Employee
Communications
Crowdsourcing
Promotions,
Communities
Social CRM
Social Recruitment,
Employee Advocacy
BENEFIT IN VARIOUS FUNCTIONS

15. Top 5 benefits of social media
Source: Harvard Business Review Analytics Services survey of 2,100 organisations
Increased in awareness
Increased in traffic to website
More favourable perception
Ability to monitor what is being said
More targeted marketing activities

16. WHILE ORGANISATIONS
THAT DON’T GET IT,
FEEL THE WRATH

17. A FEW EXAMPLES

18. Whether you like it or not, you are going to be talked about
RISKS IN MISSING THE SOCIAL MEDIA ADVANTAGE
• Not knowing who is having what
conversations about your products
• Being ignorant of negative
consumer sentiments before the
damage is irreparable
• Not utilizing the opportunity to
develop deeper customer
relationships and influence
consumer behaviour

19. Digital’s role key in a student’s admission process
Checks online forums and
enquire about the institutes
Reads online articles for
review and testimonials
Checks official pages and
website for placement and
testimonials record Connect with online counsellor
Read online about the
course structure
Checks the campus
Satisfied, takes admission
Shares experience online
STUDENTS CHECK FOR
INSTITUTES ONLINE

20. Opportunities along the journey
PRE
COURSE
SELECTION
POST
SELECTION
SELECTION
Offer valuable content, advice
and tips to students, research
and university comparison;
Offer online course options;
Online assistance, course material;
Check-ins on campus, faculty and
placement record;
Provide assistance by faculty
and student counselors;
Sharing individual experiences
with their friends;
Sharing extra-curriculum
activities and achievements;

21. Social media
savvy brands
have strong
foundation
Well managed platforms
Guidelines
Monitoring
Campaigns
Lead generation

22. The Amazing Mind Reader

23. Managing a brand’s social
media platforms

24. FACEBOOK

25. Fb - a living map of humans never seen before
• Most popular social network
• 2 billion monthly users
• On a daily basis, there are 2 billion posts liked and
commented on, with another 250 million photos
uploaded
If the social network was a country, it would now be the most
populous in the world—even bigger than China!
Fun Fact

26. How can you leverage Facebook
Amplification
Product launches
Observance days
Leveraging popular topics

27. How can you leverage Facebook
Employee appreciation
Expert opinions
Contests
Instant Articles

28. Facebook Live
• Events
• Special occcassions
• Travel
• Sports
• Facebook vlogging
India’s 1st Facebook Live accident

29. Types of content
GIFs Memes
Long
format

30. Profile Picture
Cover Picture/
Video
Response time
Weekly page
likesCall to action
Weekly reach
Insights and live
notifications

31. Analyse and optimise

32. Boost your brand
Sponsored post Ride hand column ad Carousel ads

33. Best practices
 Have a content plan however be flexible
 A picture is worth a 1000 words
 Strive to be fresh and proactive
 Pay attention to detail:
• Posts with 80+ words gain twice as much
engagement
• Remove the link from the link copy and use an
attractive thumbnail
• Keep the link titles less than 100 characters
• Make use of relevant hashtags to maximise reach
• Make use of punctuations - !, ? , #
• Experiment with emoticons – posts tend to
receive 57% higher like rate 
Don’t talk at your audience. Make them a part
of your brand story
Avoid jargons. Keep it simple

34. TWITTER

35. It Only Takes 1 Week to Send out 1 Billion Tweets!
#InterestingFact 

36. Twitter - the power of real time content
Twitter is like the bar scene, where people let loose and talk to strangers, drop one-liners (or pick-up
lines), and engage with personalities from all walks of life! #SocialMedia101
• Only social network where brands and consumers have a
level playing field
• More than 7500 tweets sent out in 1 second
• Supported by 35 languages around the world
• Easiest way to see what’s going on in the world in real
time

37. How Twitter can be leveraged
Broadcasting Influencer engagementTweet chats Customer service

38. How Twitter can be leveraged
Product launches Personal branding

39. Analytics.twitter.com

40. Analytics.twitter.com

41. What’s making news on Twitter

42. Searching on Twitter
Search for a
trend/topic/mention
Customise
search
Filter results

43. OR

44. Best practices
 Twitter is a different playground all together. Treat it
differently
 Zero in on a trending topic relevant to your brand
 Create attention grabbing headlines
 Retweet positive brand mentions
 Shorten URL for cleaner tweets
 Make use of tags in the photos for more RTs
 Periodically revise and report good tweets. 99% of the
followers will miss your tweet the first time around
 Use a (dot) if your tweet is starting with @ but not directed
towards that person

45. Best practices
 Create memorable catchphrases that will set
you apart from your competitor
 Post 1-2 times on Facebook
 3-5 tweets per day. 4 is a sweet spot
 Tweets with 100 characters have 17% higher
engagement
 A clear call-to-action is always a winner
 Test morning posts v/s afternoon posts v/s
evening posts as every community is different
 Most importantly, listen to your audience. If
you don’t pay attention, they don’t care!

46. The 6C’s of social media
engagements

47. onduct

48. Before you publish any content
• Double check for typos, errors or any
changes since initial approval
• Be 100% sure you are logged into the
correct account
• Test that links in your post are working
correctly

49. Engage your audience organically by creating content that is
useful and relevant
Ensure your brand in consistent across platforms
Be transparent when updating information
Correct errors openly and in a timely manner
Add a ‘views are my own’ disclaimer wherever appropriate
Be upfront about conflicts of interest and paid for opportunities
 Don’t forget that social media presence becomes a
part of brand legacy
 Don’t make an audience feel uncomfortable
 Don’t bring a company into disrepute
 Don’t be fake
 Don’t reveal client sensitive information on public
domain
 Don’t lose your cool
Grey Areas:
-Trying to be humorous
-Indulge in self praising
-Incentivized endorsements
-Providing unsolicited opinions on topics far
from your own
Some thumb rules

50. onversations

51. Use personal tone

52. Posts that Prompt for Conversation or a Question
Receive 70% Above Average Engagement

53. Reward Your Audience with Exclusive Content

54. Stay True to Your Brand Identity

55. ontext

56. The essentials understanding of a
topic
 Listen to what the consumer is
saying
 Go ahead with planning
 Evaluate and draw insights
 Adapt
Creativity + Strategy = Contextual Creativity

57. Start with Designing a Posting Strategy

58. adence

59. Enter Content Mix!
Think of your biggest content
pieces as Roasts – well
researched, refurbished into
smaller assets
“Raisin Bran” content is what
you could eat every day for
breakfast
Your “spinach” content
should be packed with
valuable,
educational information,
thought leading
“Chocolate cake” content is all
about indulging – this is your fun,
light-hearted, purely entertaining
Tabasco challenges conventions,
asks hard questions, or provokes
a big response.

60. Sample content plan

61. But…
Be cognizant of external factors
Be human – acknowledge what is happening
Be considerate – take off from your regular editorial calendar
Consider taking down posts that may be offensive in relation to the current
tragedy
Be Credible – share news and stories after carefully checking the sources
A celebratory update in times of crisis/tragedy

62. ontent

63. The Best Pieces of Content Should Be…
Visually Appealing
Compelling – They encourage action
Differentiating – Levels of exclusivity
Relevant – They serve purpose to the audience
Topical – Thought on the go
Credible – The audience will find it believable
Defendable – The messages can be defended or proven
Sustainable – The message will last

64. SAMPLE CONTENT POSTS

67. risis

69. When the power names save some grace
Ayesha Takia v/s Siddhartha Mallya

70. The Swedish Number

71. Assignment
Identify your top 3 personal brand values (calm, patient, hardworking, honest,
fun loving, etc.)
Identify key passion areas, or what you aim for (hiking, food lover, digital
enthusiast, gaming nerd, etc.)
Introduce yourself in the most creative manner possible incorporating your
values and passion areas.

72. Campaigns

73. Casestudy:DiscoverSmartDrive

74. Launch of India’s 1st Free Condom Store

75. Successful campaign - 3 qualities
IDENTIFY VALUE(S) OR
MESSAGES THAT YOU
WANT TO SHARE TO
FANS/ RALLY FANS ON
Clever
demonstration
Experiences for
fans to get
involved
Emotional and
meaningful
1
2
3

76. Measurement
• Number of conversations generated
• Increase in number of fans on social
communities
• Visits and subscribers for blog/ website
• Search engine visibility
REACH
• Number of positive conversations
SENTIMENT
• Change in thought process/ behaviour
INFLUENCE
• Number of badvocates and neutral engagers
converted to fans
• Likes, share, comments
ENGAGEMENT CAMPAIGN SPECIFIC GOALS LEADS/DONATIONS/VOLUNTEERS
• Number of participations • Traffic to website generated
• Number of sign-ups

77. Being creative - the 5 steps to creativity
From A Technique for Producing Ideas by James Webb Young
GATHER RAW MATERIAL
• Specific – product and TA related
• General – life and events
MASTICATING THE MATERIALS COLLECTED
• You take one fact, turn it this way and that, look at it different
lights, and feel for the meaning. You bring two facts together and
see how they fit
INCUBATING STAGE: STOP THINKING
• Put the problem out of the consciousness and stimulate the
unconsciousness, creative process
EUREKA: OUT OF NOWHERE, THE IDEA WILL APPEAR
FINAL SHAPING AND DEVELOPMENT OF THE IDEA TO
PRACTICAL USEFULNESS

78. Assignment
Create a social media campaign to make Delhi roads safer
Target audience: Vehicle owners, drivers, pedestrians
Campaign period: 2 months

79. Questions?