Professional Documents
Culture Documents
Social Media
Social Media
Developed by
Prof. Chinmay Kamat
On behalf of
Prin. L.N. Welingkar Institute of Management Development & Research
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Advisory Board
Chairman
Prof. Dr. V.S. Prasad
Former Director (NAAC)
Former Vice-Chancellor
(Dr. B.R. Ambedkar Open University)
Board Members
1. Prof. Dr. Uday Salunkhe
2. Dr. B.P. Sabale
3. Prof. Dr. Vijay Khole
4. Prof. Anuradha Deshmukh
Group Director
Chancellor, D.Y. Patil University, Former Vice-Chancellor
Former Director
Welingkar Institute of Navi Mumbai
(Mumbai University) (YCMOU)
Management Ex Vice-Chancellor (YCMOU)
Contents
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INTRODUCTION TO SOCIAL MEDIA MARKETING
Chapter 1
Introduction To Social Media Marketing
Objectives
Structure
1.1 Introduction.
1.4 Social Media Marketing done the Correct Way by Successful Brands.
1.7 Activities.
1.8 Summary.
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INTRODUCTION TO SOCIAL MEDIA MARKETING
1.1 Introduction
Today’s businesses are keen to get involved with Social Media Marketing.
This is a trend that has fascinated the corporate world since the huge
Global success of Platforms like LinkedIn and Facebook. It is critical to
understand the basics of Social Media in order to leverage the advantages
and huge benefits of Social Media Marketing. Social Media Marketing in a
nutshell is the process of building brand awareness and value through its
diverse channels spread online.
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Media is often at the core of the businesses that succeed. Thus brand is the
perception someone holds in their head about a product, a service, an
organization, a cause, or an idea. Brand building is the deliberate and
skilled use of effort to create a desired perception in someone else’s mind.
The presence on Social Media defines the brand image and separates it
from a detached object to a popular and trendy brand. Participating in
social media channels brings brands closer to their customers and potential
customers. Thus it is safe to say that presence on Social Media leads to
increased brand recognition. Every opportunity that brands have to
associate their content and increase visibility on Social Media is extremely
valuable. An online customer might become better acquainted with a brand
after seeing its presence on multiple networks. The social media platforms
are viewed as new and constantly evolving channels for presence of today’s
brands. This is important because it simultaneously makes them easier and
more accessible for new customers, and makes brands and services more
familiar and recognizable for existing customers.
We can surely say that Social Media has become a way to build
relationships by sharing information and ideas. This though is extended by
Marketing on this platform. Humans are interesting in the fact that they
can build relationships through sharing. It may be sharing something that
happened in their personal lives, or it may be sharing something funny on
TV. Sharing is an essential component of social media, so let’s break it
down into critical components:
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INTRODUCTION TO SOCIAL MEDIA MARKETING
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INTRODUCTION TO SOCIAL MEDIA MARKETING
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INTRODUCTION TO SOCIAL MEDIA MARKETING
Every Brand going on board into the world of social media should have
some form of a Social Media Marketing Strategy, just like every new
Company should have some form of a Business Plan. While the current
Techniques used to achieve results on Social Media are important, they are
merely objects in a toolkit. Hence tricks and hacks for various social media
tools are merely tactics to achieve a strategy. This is the basic reason
behind starting with first developing the right mindset for Social Media
Marketing and then start discussing the practical tools.
In the case of a Brand that is upcoming and new, brand awareness is one
of the most important and difficult things that needs to be done first. The
only way to create brand awareness on social media is to find the right
audience and get the word out. Very few social media tools will work well
for every Brand. Thus Brands that are new on social media can find a good
amount of prospects by following the biggest social media sites. Generally,
the strategy for finding an audience is looking for groups of people with
similar interests to keywords that make sense for your Brand. Many times,
Brands believe that everyone understands what their product or service
does, when really that is not the case. Social media is a medium where you
may encounter people who are not in your industry or have never seen
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Online audience is actually one of the most important assets that a brand
possess. Many brands tend to think of their website as something they
need to do, since their competition has a website, is active on social media
or participates in other online marketing practices. Thus brands think of a
website and their overall online presence as a sunk cost. Thus the right
mindset can be developed by slowly growing the identity of the Brand by
following current trends on known platforms. When it’s time to get the
word out, the Brand must inform clearly what it’s all about. In this context,
the strategists can ask themselves a few critical questions:
• What are the advantages the prospects will get after using the products
or services?
• What can the prospect gain by connecting with the Brand via social
media?
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INTRODUCTION TO SOCIAL MEDIA MARKETING
not completely free. Most of the tools are free, and there is a lot of free
content explaining how to use social media for your company.
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Unfortunately, the reality of social media is that it takes time; much more
time than, say, creating a banner advertisement. For companies with
several employees, time costs money as well. The good news is that there
is no better time to start than today.
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INTRODUCTION TO SOCIAL MEDIA MARKETING
are interested and opt-in to updates for those topics. Thus being active on
the various social media channels brings the brand closer to prospective
customers. This social media presence creates a brand that is now known
by various prospects across diverse channels on social media.
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INTRODUCTION TO SOCIAL MEDIA MARKETING
6. Passion: Passion is the driving force behind the survival and success of
any brand. It also helps businesses persevere through inevitable
failures. Consumers often become enthusiastic about a product or
service, leading to word of mouth advertising and referrals. While it’s
certainly possible to build a social following in the short-term without
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With a very high percentage of brands from diverse sectors of the industry,
we can safely say that Social Media Marketing is the fastest growing
marketing trend today. It is observed that the brands online use some or
the other flavor of Marketing campaigns on Social Media. There is also a
reason why brands are using these Social media advertising campaigns, as
they bring numerous advantages and benefits to making online prospects
aware of their products and services. This demonstrates a huge potential
for social media marketing to increase sales, but a lack of understanding
on how to achieve those results.
Below is a list of benefits by which Social Media Marketing can enhance the
appeal of online brands to prospects.
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brands almost always use social media, hence Google and other search
engines may be calculating their rankings using social media presence
as a significant factor. Thus being active on social media could act as a
“brand signal” to Search Engines that the brand is legitimate, credible,
and trustworthy. If a brand wants to get ranked for a given set of
keywords, having a strong social media presence could be almost
mandatory
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through rates are low, the sheer number of opportunities they have on
social media is significant. Social media marketing results in higher
conversion rates in a few distinct ways and the most significant is the
element of human touch. It is interesting to note that studies have
shown that social media has a much higher social proof than
conventional marketing. It is in fact 100% higher lead-to-close rate than
outbound marketing. Improve trust and credibility in brands results
because of a higher number of social media followers. To conclude,
brands that build interaction with online audience on social media can
improve conversion rates on your existing traffic.
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Facebook fan pages are similar to groups, except they are usually
named after the company. With fan pages, brands can import blog
posts, videos, and fans are able to leave messages on the wall. One
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INTRODUCTION TO SOCIAL MEDIA MARKETING
special feature of fan pages is that people who are fans can recommend
the fan page to their entire friend list at once. This is unlike almost every
other Facebook feature, which only lets a user invite 20 of his or her
friends per day. Another good tip for brands to use is that the types of
applications that most Facebook users like are games or quizzes when
considering to market on the Facebook app. The best app would be if
you can turn your product or service into a game with lots of levels,
where there was incentive for players to recruit their friends to the
game. We shall discuss more about Marketing on Facebook in
subsequent chapters.
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INTRODUCTION TO SOCIAL MEDIA MARKETING
!
With constant evolution and technological changes - the tools available
to marketers and advertisers using Twitter are becoming extremely
sophisticated. Twitter, like other popular platforms, needs more holistic
and thinking in terms of leveraging and is no longer about a series of
specific tactics. So the challenge is to thinking about how to use Twitter
as part of broader social media efforts and online marketing. Thus, to
conclude, ‘Twitter’ is the framework that content marketers are using to
relate as a complete marketing platform. We shall discuss more about
Marketing on Facebook in subsequent chapters.
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INTRODUCTION TO SOCIAL MEDIA MARKETING
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LinkedIn is a prime example of a Social Network that contains lots of
information about prospective new hires, customers and competitors. It
has now evolved into a valuable source of prospecting and lead-
generation information for sales and marketing. We shall discuss more
about Marketing on LinkedIn in subsequent chapters.
Studies reveal that the usage of this platform has evolved from just
viewing images and selfies to using this channel to create virtual product
wish lists and a complete range of promotional methods. This creates a
critical opportunity for brands wanting to leverage the marketing on the
social media. Brands need to be aware of the fact that audiences on
Instagram are more engaged than the social media audiences on other
channels.
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1.7 Activities
2. Browse the internet and obtain more insight on the process of ‘Online
Listening’ and gather your observations and feedback.
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1.8 Summary
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We have also discussed that the ‘Brand’ is the perception someone holds in
their mind about a product, a service, a brand, a person, or an idea. The
deliberate and skillful application of effort to create a desired perception in
someone else’s mind is known as Brand building. Some of the core
qualities of successful brands, to understand the appropriate way of Social
Media Marketing are:
With a very high percentage of brands from diverse sectors of the industry
we can safely say that Social Media Marketing is the fastest growing
marketing trend of today. It is observed that the brands online use some or
the other flavor of Marketing campaigns on Social Media. Below is a list of
benefits by which Social Media Marketing can enhance the appeal of online
brands to prospects:
We have also discussed about the three popular Social Media marketing
platforms in a brief manner which are: Facebook, Twitter, and LinkedIn.
Facebook has a wide array of options for brands, including, groups, fan
pages, applications, Facebook Messenger and Facebook Connect. Twitter is
a micro-blogging platform that allows brands to send short messages to
their followers, customers and prospects. A following of prospects is one of
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INTRODUCTION TO SOCIAL MEDIA MARKETING
the best ways to find them on Twitter. LinkedIn is the most wide reaching
business networking site of today and it offers both free and paid accounts.
The paid account comes with features that are targeted at more advanced
users.
1. Discuss in detail why the today’s businesses are keen to get involved
with Social Media Marketing?
3. Cite the reasons behind the fact that Social media is not just about
content or messaging in a unique way?
4. In the case of a Brand that is upcoming and new, what measure is one
of the most important and difficult things that needs to be done first?
5. Explain in brief how the Social Media channels simplify the process of
instantly sharing information with a large number of people online?
6. Describe in brief - behind every successful brand there are people who
motivate and lead by inspiring others?
7. Why is passion considered as the driving force behind the survival and
success of any brand?
8. Cite the reasons behind a brand appearing really genuine and authentic
to new users?
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INTRODUCTION TO SOCIAL MEDIA MARKETING
4. Many people that are marketing on Social Media have a trend of using a
conversational tone. In this context identify the type of response
provided by these users on Social Media?
(a) Responding in future time. (b) Responding in specific time.
(c) Responding in real time. (d) Responding in phased time.
5. Every Brand going on board into the world of social media should have
some form of a Social Media __________ just as every new Company
should have some form of a Business Plan.
(a) Expansion Plan. (b) Marketing Strategy.
(c) Sponsored Objective. (d) Contingency Plan.
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REFERENCE MATERIAL
Click on the links below to view additional reference material for this
chapter
Summary
PPT
MCQ
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CHOOSING THE RIGHT SOCIAL MEDIA NETWORKS FOR YOUR BUSINESS
Chapter 2
Choosing The Right Social Media Networks
For Your Business
Objectives
Structure
2.1 Introduction.
2.2 Development of Customer-Centric Perspective.
2.3 Importance of Relationship Between Content Type and Platform.
2.4 Identify Social Media Sites that Appeal to your Target Audience.
2.5 Strategies to Enhance Social Media Marketing for Businesses.
2.6 Developing Resonating Content for Social Media.
2.7 Short Case Study.
2.8 Activities.
2.9 Summary.
2.10 Self Assessment Questions.
2.11 Multiple Choice Questions.
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2.1 Introduction
One of the most appreciated attribute that a Marketer on Social Media can
achieve is making sure a brand is maximizing the value of its existing
Customers. Brands have to take care of them while building new audience
members. Thus nurturing existing Customers and attracting new ones is
essential to long-term growth and success. This consists of not only
sharing relevant current products or services with clients who have
transacted with the brand in the past, but also providing helpful support
and answering questions via social media, email, and other platforms.
Marketers have to do all this in an extremely tactful manner. Another
strategy that will work well is to contribute regularly to popular blogs and
websites in the same industry or vertical. This initiative allows Marketers to
reach a brand new audience, to continue to create awareness and trust
with the existing audience and to establish themselves as an expert in their
field. Future social media interactions, posts, and follows beyond these first
interactions are the most essential part of nurturing that initial trust.
Hence, the methods that are employed both through Online Social Media
and Traditional Marketing to build Customers and nurture them should be
considered as a long-term investment going towards building the brand
and doing successful business. Thus engaging with several blogs and
websites on social platforms is also a great way to build a wider audience
quickly.
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Many Brands find that a specific content format appeals to their audience
and explains their products or services in a more meaningful manner. If
there’s a clear connection between the products and service of a brand and
a specific content format, then it is a good practice to focus on developing
better connect. In this context, if the products or services need more visual
explanation, then brands need to be good at creating video that are
extremely engaging. Thus Social Media platforms like YouTube or
DailyMotion are natural choices for the brand to invest in. Brands have
constant interactions going with their online audiences and these
discussions reveal vital information. This is illustrated through the studies
that many prospects and existing customers use business networking sites
like LinkedIn to get industry-relevant recommendations or even spend a lot
of time on Facebook to get likes. These useful insights can fill in the critical
cracks that analytics and market research might not cover from the context
of connecting the content with the needs of the online audience.
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Facebook can be even more beneficial when local brands are trying to
connect with customers in geographically closer areas (We shall have a
more detailed discussion in a subsequent Chapter on how this works). A
relief as well as advantage for brands is also that Facebook has a
relatively balanced gender ratio. Brands looking to establish a presence
on Facebook should create a strong following. The key metrics should be:
followers on the Facebook group and people who like interaction and the
Fan Page created.
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A recent study outlines how brands online can most effectively use each
network to connect with their prospects and existing clients. A deep
understanding of the types of content is necessary in order to make the
most out of the Social Media presence. This is going to result in maximum
engagement on the selected platforms. It’s also vital to pay attention to
the culture of the network and the audience. For example Global brands
have to customize their offerings to cater to the Indian tastes. Brands need
to actively research into businesses that have experienced significant
success with their social media efforts in order to understand what works
for each channel.
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In this context not more than 15% of Twitter and Facebook users
reported making recent purchases in those categories.
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Brands need to be alert and should always prepare online content that
resonates with the needs of their audiences. Brands today need to find the
right medium to both identify and position themselves with their prospects
and existing customers. They need to utilize a wide array of formats, right
from the conventional written form on their website, to expanding into
blogging on other websites and channels, to writing white papers or even
eBooks. It is observed that online audiences using Social Media platforms
are shifting preferences - the mindset is shifting to users actually creating
lists of things they want to buy rather than simple photo sharing. Studies
suggests that audiences are using visual content based sites to create
virtual product wish lists, which creates a unique opportunity for marketers
hoping to make the most of social commerce. Studies suggest that
Facebook users are more likely to know and interact with their virtual
friends in real life than Twitter users. Thus the content has to be
customized with a tactical combination. Thus audiences on Facebook are
more likely to take product or service recommendations seriously. The trust
factor helps boost traffic and drive sales. Thus with a knowledge of such
critical information the smart brands also are experimenting with visual
formats like info-graphics and videos. Let us study the three major content
types that most brands use a lot today:
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Good content not only drives inbound lead generation, but it’s also critical
to properly nurturing leads. Consumers today want to maintain control
throughout the sales process. They want the opportunity to take in
information on their own terms and draw their own conclusions, rather
than having everything told to them. That doesn’t mean, however, that
they don’t like to have those opportunities handed to them. Sales agents
need to be able to send resources to their leads; white papers, case
studies, and client testimonials are all great resources that agents can send
to potential customers and allow them to form their own conclusions. It’s
also content that comes from the marketing team. Having the right content
at the right time helps the brands move through sales cycles more quickly.
For marketing agents, though, it can be difficult to know what sort of
information managers want and clients need to see in content such as
white papers. In a way, it comes back to branding. Knowing what solutions
and features need promoted allow content creators to develop a focus in
their content and the data they are seeking. At the same time, consistent
interaction and strategy with sales helps marketing to understand what
sort of information prospects are interested in, and what content is
resonating with them. Proper nurturing leads to shorter sales cycles and
stronger clients, and proper strategy and alignment between sales and
marketing leads to focused resources for stronger nurturing strategy.
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2.8 Activities
2. Browse the Internet and obtain more insight on the categories that
determine purchases on Social Media Channels.
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2.9 Summary
In this chapter, we have discussed that Brands have to keep their existing
customers engaged while building new audience members. Thus nurturing
existing Customers and attracting new ones is essential to long-term
growth and success. This consists of not only sharing relevant current
products or services with clients who have transacted with the brand in the
past but also providing helpful support and answering questions via social
media, email, and other platforms.
A smart brand would not let competitors reap all the benefits while they
stand and watch this happening. Another scenario to consider is that the
competition is not yet established on Social Media. In this case the arena is
completely open and there’s plenty of incentive to get on-board. Thus a
key learning that is derived from the above discussion is that relationship
building is core to Social Media Marketing.
Facebook is the biggest and most prominent globally trending Social Media
Site and is currently at the top of most Marketers to-do list. LinkedIn is
used by several brands to share vital information online with others in the
same target industry. Content on LinkedIn is in the form of testimonials,
Case studies and Stories get relevant valuable suggestions from other
professionals in the same field. Twitter is another great platform which is
very popular globally with a young audience. From the Indian context it is
still unexplored and is the domain of Celebrities who tweet to their fans.
We have also discussed about the strategies to enhance Social Media
Marketing for Businesses, which are enlisted below:
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The three major content types of content that most brands use a lot today
are, written form, Visual form, and Video form.
1. Explain in brief why Brands on board Social Media Sites and blogs need
to identify the benefits of sustaining a long-term social media
campaign?
3. Explain who are Brand Advocates and what is their role in increasing
reach?
5. Explain in brief how the Brands can use a specific content format that
appeals to their audience?
9. Describe in brief the strategy which all online brands need to be aware?
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4. Every brand that has a presence on the Social Media has a set of
existing customers that are passionate about the brand. What are these
people known as?
a. Brand Advocates.
b. Branded Customers.
c. Brand Educators.
d. Influencers.
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CHOOSING THE RIGHT SOCIAL MEDIA NETWORKS FOR YOUR BUSINESS
REFERENCE MATERIAL
Click on the links below to view additional reference material for this
chapter
Summary
PPT
MCQ
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UTILIZING POPULAR PLATFORMS FOR BUSINESS GENERATION ON SOCIAL MEDIA
Chapter 3
Utilizing Popular Platforms For Business
Generation On Social Media
Objectives:
Structure:
3.1 Introduction
3.2 Key Features of Social Networking Sites
3.3 Social Media as a Powerful Customer Relations Management Tool
3.4 Marketing on Facebook
3.5 Marketing on LinkedIn
3.6 Marketing on YouTube
3.7 Marketing on Twitter
3.8 Marketing on Instagram
3.9 Marketing on Whatsapp
3.10 Short Case study
3.11 Activities
3.12 Summary
3.13 Self Assessment Questions
3.14 Multiple Choice Questions
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3.1 Introduction
Many brands are benefiting from the real-time nature of Popular Social
Media Channels to create a sense of urgency amongst its existing
customers and prospects. Apparel brands have begun using Facebook and
Twitter to promote their products in the real-time environment. Even small
brands can benefit from viral marketing campaigns that capitalize on user
willingness to pass on relevant or entertaining content. Audiences today
need Brands to begin using a variety of popular social media channels,
such as social networks, blogs, video based channels to collaborate better
across different time zones and locations. Brands routinely need to
leverage popular social media platforms and share knowledge through
company specific blogs, for example, and provides tools that enable
employees to search all of the intranet’s content from one place. To utilize
social media to its fullest, brands need to become more agile and
innovative. Thus Successful Social Media Sites creates the opportunity for
much greater integration and engagement between audiences and brands,
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creating faster decision making, more precisely tuned responses and more
innovation.
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The Current scenario is that online audiences spend more time on social
networking sites, such as Youtube, Instagram and Facebook, than they
spend on e-mail. Thus these Social and Business Networking Sites (apps),
Photo sharing Sites (apps) and Video-sharing Sites (apps), have now
become popular with the online audience. It is really hard to believe that
less than fifteen years ago these technologies barely existed – such has
been the deep influence on the lives of the users. The advent of Social and
Media Networking on the World Wide Web and the Internet has radically
changed the environment for brands doing business online. Marketers’ new
ability to convert all types of communications into digital media has created
efficient, inexpensive ways of connecting brands and their customers and
has improved the flow and the usefulness of information. Brands have the
information they need to make more informed decisions, and consumers
have access to a greater variety of products and more information about
choices and quality. Social networking continues to advance as the channel
most observers believe will dominate digital communication in the near
future.
Thus Social media has transformed into a powerful tool that brands are
using to share and connect with global audiences. With the presence of
popular channels on Social Media brands have a wide range of
opportunities to connect and engage with their existing customers and
prospects through their own social media accounts. Following are features
of the most popular social media sites on the web and how each of them
can benefit the brands that are marketing on them:
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UTILIZING POPULAR PLATFORMS FOR BUSINESS GENERATION ON SOCIAL MEDIA
Joining a Group
To join a group, one needs find to a group and click + Join Group below the
cover photo.
There are certain things that the employees representing a brand need to
consider when joining a group:
• The audience of a brand may see them join a public or closed group in
searches or News Feeds.
• Once employees representing a brand visit a group they are invited to,
they become members and other people may view them as joined.
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UTILIZING POPULAR PLATFORMS FOR BUSINESS GENERATION ON SOCIAL MEDIA
A.
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UTILIZING POPULAR PLATFORMS FOR BUSINESS GENERATION ON SOCIAL MEDIA
The prime benefit of creating the page apart from audience engagement
is also that brands get to become administrators of their Page. By liking
the page the brand becomes a fan. Once a brand becomes a fan, they
will be listed among all the other fans on the Page. Another important
thing is that it will provide the brand more visibility in their network. To
actively engage people on this platform the brand needs to promote its
page. In this context the simplest and most cost-effective thing that can
be done is to utilize the existing customers. For this a number of actions
can be completed like: Writing a blog about the newly created Facebook
page or creating an email campaign to the existing customer email
database. To provide more effectiveness, always ensure that a link is
included in the Fan page in your email signature. Brands also need to
optimize their page images. In this case the profile photos and the cover
are what browsers will watch first after landing on the page. The images
should accurately portray the meaning of the brand and should be of a
good quality. They should meet the optimal size requirements so they
don’t appear skewed.
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• Make your Page publicly searchable: Brands need to ensure that the
Page should be public, so it can get indexed by search engines. By
completing this activity, the brand is ensured of the opportunity to drive
organic search traffic to the Page. It is vital for the people from the brand
to observe whether the Page created is showing up in searches. They
need to make sure to have it set to be publicly searchable and indexed.
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Brands need to ensure that they provide engaging content to give the
Facebook promotional posts the best chance of being seen. It should not
come across as an appeal to purchase the products or visit your website.
Thus brands need to ponder if their audiences find the post interesting
enough to read it and interact with it. When sharing promotional content,
brands need to ensure the addition of a relevant and engaging back dated
story for better reach.
Many brands feel that their fans don’t actually see their Facebook posts.
Facebook has addressed this concern, stating that falling reach is the result
of two main factors: First, because of the sheer amount of content being
shared each day, there is simply not enough room in users’ newsfeeds to
show every single post. This makes the competition for placement in users’
feeds fierce, and results in decreased exposure for organic posts. To get
better engagement it is vital to get the best out of pinned posts. Experts at
Facebook research have observed that most people will visit the page wall
only once. Audiences will continue to interact and visit the page depending
upon the fact that they need to like the page. The more popular the posts
become, the more often they’ll be shown in users’ feeds. The post’s reach
can be increased by brands by being aware of the fact that the
programming of Facebook is designed to show the most significant content
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Brands can make a choice to select from getting a decent reach for their
posts using approaches that are free of cost or want to add paid – options
to their organic approaches. From the context of the second option,
Facebook currently offers two major methods to spread the reach of the
page posts.
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In this section we will study how products and services can be marketed
better by brands by adopting some tried and tested Engagement
techniques on Facebook.
d. Use Facebook to grow your email list, and vice versa: Brands and
their Marketers need to be creative and innovative in their approach to
using Facebook. They can create value to the existing customers and
prospects by making and circulating, easy to read newsletters. Thus
they can utilize the email newsletters to raise responsiveness of the
Facebook page. The end result will be growth not just in the Facebook
fan base but also in the email list which can be used for the future
campaigns.
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e. Add content from other Social Media Channels: It is a known fact
that Facebook is the most popular online medium for millions across the
globe. Thus it is critical to merge or add content from other social
channels like Twitter or Instagram to the Facebook pages. People will
extend the content of the brand’s fan page if they find such valuable
information in one place. A popular practice has been to embed videos
on the Facebook page. These can be of the brand’s own product or
service or other similar brands as well. This strategy ensures that
audiences at kept right on the brand’s page with embedded videos.
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For Brands that are looking at options of leveraging this Social Media
Channel - LinkedIn offers perfect social proof on the profile page in the
form of endorsements and recommendations. For smart Marketing
professionals wanting to spreading their brand name, this is a platform that
offers a superb ability to showcase their ability to add business pages with
featured products. It is also appealing due to its capability to create huge
targeted groups and is extremely friendly on Search Engines. Brands can
generate better engagement by creating a well-designed profile. People
representing brands can start groups to leverage the large community of
people who are interacting on these, groups and in turn use LinkedIn as a
powerful tool to generate prospects. The advantage with this channel is
that with very less investment of time and money, brands marketers to
grow a huge number of connections and grow the brand.
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A. LinkedIn Groups
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To feature a conversation:
2. Click on the ... More icon located on the top right corner of the
conversation.
3. Click Feature.
To unfeature a conversation:
2. Click on the ... More icon located on the top right corner of the
conversation.
3. Click Unfeature.
If you’re a group member, you can always contact your group owner or
manager and request that they feature your conversation.
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This feature can be used to build thought leadership for brands by creating
a process of building relationships with a wide variety of professionals by
establishing trust and creating value that triggers deeper customer
relationships and growing online engagement. Apart from building thought
leadership Direct Sponsored Content also generates critical brand
awareness. Hence this feature helps in creating a positive perception
amongst the target audience and increasing awareness of the brand and its
products and services.
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Brands can use dedicated Showcase Pages Links to display a wide range of
useful information which may include the:
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D. Sponsored InMail
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In addition to the above techniques, here are some other strategies that
brands can also consider:
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Introduction
Today we are in the era of the high-speed Internet and have seen the
maturing of digital online content. With every passing moment we are
witnessing a growth and evolution in digital marketing. Thus there is a
constant trend that is in the favor of videos. Brands today can take
advantage of some interesting statistics related to marketing of video
content on premier channels like YouTube. Currently YouTube has over a
billion users, almost one-third of total internet users. More than 500 million
hours of videos are watched on YouTube each day. YouTube is a video-
sharing website, created by three former PayPal employees in February
2005 and owned by Google since late 2006, on which users can upload,
view and share videos.
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• Utilize the Ads on YouTube: YouTube is one of the most widely used
social media site where brands would definitely want to run a marketing
campaign, as this channel has a huge number of views every day. There,
multiple opportunities available when it comes to the kind of promotion
to be run. The feature of video target can be used to place ads or brands
can also use one of the several marketing programs available on this
channel.
• Get feedback: Brands can utilize this channel to get clues about how
their actual product should be. In this context, YouTube can be used if
the product is not completely finished. Thus it can be a great forum to
understand the response that the product prototype might get. Brands
simply have to put up the video of this initial stage. With over 500 million
active users, there is no better place to get reviews about the prototype.
• Increase the traffic on the website: Brands can direct traffic from
their YouTube video to their website by inserting links into their videos.
More traffic can be directed to the brand’s website due to the search
engines present online. They can also index the brand’s videos on
YouTube and benefit from the fact that video results are comparatively
lesser than text results. This increases the chances of finding the
business video.
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• Reduce expenses: Brands need to be aware of the fact that the entire
process – right from setting up the channel, uploading of videos, creating
communities to performing traffic analysis of the video, is completely free
on the YouTube channel. Thus this helps in saving a lot of money, as it is
one of the most important factors in any marketing campaign. YouTube
permits brands to upload videos for free, unlike the traditional methods
like marketing on newspaper, magazines or television need a lot of
money.
!
Creating a Channel to Market on YouTube
The most critical step that a brand needs to take to start the marketing
process on this platform would be to utilize the feature of the ‘Channel’. A
YouTube channel is available to everyone who joins YouTube as a member.
The channel serves as the home page for the user's account. The channel
shows the users details such as account name, a personal description, the
public videos the member uploads, and any user information the member
enters. Brands can create their own channels on YouTube. These channels
are different from personal channels because they can have more than one
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Brands can quickly and effectively build their presence on YouTube with the
right amount of strategizing. Like all other channel of Social Media, brands
present on YouTube also need to put the right efforts to ensure that their
promotional efforts succeed. The best part about presenting videos on
channels is that YouTube provides the choice of customizing the look and
feel of the channel. A positive impact on the viewer can be created by
being innovative and thus brands need to take full advantage of this
feature. It has been observed that many brands stop leveraging the power
of Channels and start ignoring them. From a user’s perspective, they find
that there is no active promotion on the channel after the initial bursts of
enthusiasm. This may be an obstacle to growing engagement among the
users and may lead to viewer dissatisfaction.
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Some simple strategies that brands can use to improve the use of channels
are as follows:
• Brands can ensure updating of the comments, even if they have nothing
new to upload
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Introduction
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Twitter also possesses the perfect framework that would enable brands to
benefit from their presence on it. Let’s explore strategies for how to do
that. Thus brands need to create a diverse range of strategies for
connecting to the broader eco-system of Twitter. below provided are some
of the most powerful strategies to enhance marketing on this platform:
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Hashtags are also useful for user to find brands and interact with them.
This is where the promotional potential of Twitter can be completely
leverages. Expert Twitter users proclaim that it’s appropriate to use not
more than two words or phrases per tweet that have a hashtag. To
conclude, the brands need to initiate conversations using Hashtags to
talk to other people and brands on Twitter. They need to focus on
building outside their network by following users who could eventually
turn into leads.
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Introduction
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Instagram thus has quickly become a popular way for brands and
individual users to share snaps with other users. Brands need to capitalize
on the fact that although Instagram has fewer users, it is still growing
faster than both Twitter and Facebook originally did. Thus brands need to
be smarter than their competitors and should start their promotions on this
platform. Instagram is now accessible through the web now as it was
originally accessible only on Androids and iPhones. This channel is
perceived as relaxing and novel by various global brands and due to its
visual content creates an extremely high level of engagement for online
audiences. Instagram makes it easy to engage audiences in a promotional
campaign and makes it simple for brands to build influencers and establish
loyalty. This makes it an ideal tool for branding even on a small budget. By
providing audiences with glimpses into a brand and its employees,
Instagram is proving to be a great platform for building rapport online.
Many brands are leveraging this channel to take snaps of people at the
workplace or at official occasions. Thus prospects and customers perceive
such brands as not just some faceless corporate entity. Another strategy
that can be used is to promote customers to take their own snaps using a
product or a service.
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Brands can deliver specific messages if they are aware of the fact that if
they engage with a particular account regularly. This tells the Instagram
algorithm that they really like that account’s content. As a result, they are
likely to see more of that profile’s content in the future feeds. Brands can
create innovative posts and visual content and compel user to like their
content. By getting regularly likes and comments the posts will likely
appear in their feed more often. Photos of products also create a huge
amount of engagement on Instagram. Brands should innovate on adding
unique perspectives to the shots like end-users actually using the product.
‘Instagram Stories’ is a feature that permits users to share photos and/or
videos that disappear after 24 hours. Thus the visual data shared using this
feature also does not appear in any other place on this platform. A key
advantage for brands to utilize the Instagram Stories feature is that the
algorithm keeps a track of all the interactions on this feature although the
posts are temporary in nature. Thus higher interactions with the Instagram
Stories result in the higher frequency of posts showing up in the users
feeds.
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Thus running an audit for brands is a great opportunity to make sure they
are leveraging Instagram marketing to the fullest. Brands need to generate
the following results after completing the Instagram audit:
• Better articulation of the Instagram content (voice and how the brands is
represented).
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Brands need to understand that it’s critical to plan the individual posts well
along with a great-looking Instagram feed to keep the audiences engaged.
Currently, Instagram allows three types of posts: Photos, Videos, and
Carousel posts. Below provided is a short description of each:
Photo posts: These types of posts are the most widespread type of
content on Instagram. The factors that make them so popular is that they
are simple to build and change and are flexible in nature. Users on
Instagram are permitted to post photos in square, portrait and landscape
formats.
Carousel posts: A post in the carousel format is one that permits users
and brands to display two or more images and/or videos, links, calls to
action or headlines in a single promotion on Instagram. Since the
introduction of this format the brands have used it to creatively display
their product or service offerings, share event photos and videos and
promotional events on this channel. These posts were introduced in
mid-2017, and as of now have become very popular with a wide range of
brands worldwide. The reason is that, like Instagram videos, carousel posts
are more versatile than single photos posts. Plus, you can incorporate both
photos and videos into your carousel posts, so they’re a great place to get
creative. Carousel posts can be shared in landscape, portrait, or square
formats -- but you have to stick to just one photo format. They can include
between two and 10 photos or videos.
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Introduction
For many who perceive doing business on the social media, the first
preference goes to channels like Facebook and Twitter, but today the
fastest movers in this segment are messenger apps. Thus WhatsApp has
become the most popular messenger apps used for marketing at a global
level. Its popularity is soaring with 1.5 billion monthly active users around
the world. For various brands conducting business on the diverse social
media channel this fact needs capitalization. Brands need to device
strategies on effectively generating marketing revenue through WhatsApp.
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Studies conducted across the globe suggest that WhatsApp users look
forward to engaging with brands that use this platform to conduct
business. The sheer volume of messages (approximately close to 60
billion) that are sent through WhatsApp every day prompts brands to
leverage this channel. Studies also suggest a growing number of users
wanting to engage with a brand they can message directly. Brands need to
target specific demographics of users on this channel to succeed. It is
recommended to target young users as they are avid users of this
platform.
Brands should be aware of the fact that WhatsApp has much better
engagement rates than other platforms as it is majorly based on the
mobile. Thus the posts are opened and read, with 90 percent of them
getting opened within first ten seconds of being received. The advent of
WhatsApp has proven useful for users and brands to send and share
targeted content through a private channel.
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Brands need to build an engaging persona to chat with users and convert
them into customers. Like Facebook, many brands are doing this and
generating additional business for themselves. Hotels, Car Showrooms,
Retailers, Builders, Educational Institutes, Recruitment Companies, IT
Sector Companies all across India and the Globe are using this technique
to engage with prospects and existing customers. Brands have now started
using WhatsApp to offer their top clients updates on new arrivals and
events on their websites or at their stores for a while now. Brands on
WhatsApp have started inviting users into a group conversation to discuss
suggestions for better decision-making.
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WhatsApp has launched a Business App that has been conceptualized for
developing engagement for small businesses. The app is free to download,
and currently only available for Android devices. It allows brands to engage
with prospects and existing customers by using tools to quickly respond to
messages as well as sort and automate them. With the help of this feature
customers can be greeted by the means of a customized message specially
designed for them. Brands can effectively use this feature reusing
messages sent frequently and can also save them. WhatsApp currently
provides a method to add a click-to-chat link to social media pages, email
signature or the business website. This inbuilt feature thus makes it easy
for people to start a conversation with the customer’s preferred brand.
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3. Post the number being verified, one can select to restore a previous
chat associated with the Business number.
4. Once the Business name is set up the marketer, can tap on the menu
button and head to Settings> Business settings> Profile. With this
functionality brands can utilize a variety of fields similar to a contact
card. This feature also permits brands to engage their customers by
completing all the details.
By now brands are fully aware that this social media channel is a powerful
tool for businesses and possesses a huge potential for online marketing.
Right from creating engagements to generate leads and nurturing the
branding value this platform plays a critical part in every aspect of online
interactions with the prospects. This sentiment is echoed by a chunk of
marketers who feel that they have huge amount of conversions from
prospects to customers by using Twitter.
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This not only helped generate massive popularity but also had people tweet
about this line to their friends and family. Thus this case study shows how
to promote a Twitter account and get success online. This brands attracted
audiences by mentioning interesting discussions they liked on Twitter.
Research indicates that brands get more than twenty five percent more
engagement on the weekends than during the week. Promoting of the
Twitter account on all the marketing materials also helped a lot in this
context. This included the use of the twitter account details on the website,
brochures and business cards. The brand also ensured that they were
listening in to tweets and related conversations. This was done to find out
what other Twitter users were saying about the brand, products or
industry. They were also actively answering queries or responding where
required.
Thus this brand utilized its existing crowdsourcing technique with the
current customer base and presence on online channels. Hence it used the
resources it already had and made an absorbing partnership with
audiences on Twitter which is a highly successful social media channel. So
it attracted audiences to retweet the brand’s message. Thus brands need to
realize that followers do not just equal numbers but they also hold real
value for the brands.
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3.11 Activities
3.12 Summary
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Some other strategies that brands can also consider are: Virtual
networking to increase engagement; offers to provide incentive for
customer loyalty; education of audience for brand awareness;
announcements for enrollment for Certifications.
The most critical step that a brand needs to take to start the marketing
process on this platform would be to utilize the feature of the ‘Channel’. A
YouTube channel is available to everyone who joins YouTube as a member.
Brands can quickly and effectively build their presence on YouTube with the
right amount of strategizing. Some simple strategies that brands can use
to improve the use of channels are; they should ensure that the content is
well-organized; Channels provide an option of making playlists; Brands can
ensure updating of the comments, even if they have nothing new to
upload.
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For many who perceive doing business on the social media, the first
preference goes to channels like Facebook and Twitter, but today the
fastest movers in this segment are messenger apps. Thus WhatsApp has
become the most popular messenger apps used for marketing at a global
level. There are three methods to post messages, images and videos on
WhatsApp: Personal Window Messages, Groups and Broadcast lists.
WhatsApp has launched a Business App that has been conceptualized for
developing engagement for small businesses. The app is free to download,
and currently only available for Android devices. It allows brands to engage
with prospects and existing customers by using tools to quickly respond to
messages as well as sort and automate them.
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1. Identify the reason behind the fact that the apparel brands have begun
using Facebook and Twitter to promote their products?
2. Cite the reasons behind the fact that Facebook Groups are a powerful
tool to enhance audience engagement
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5. Identify from below the LinkedIn feature that provides brands the power
to test content and personalize it on the LinkedIn Page?
(a) Non-Sponsored Content. (b) Brand Sponsored Content.
(c) Direct Sponsored Content. (d) Company Sponsored Content.
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REFERENCE MATERIAL
Click on the links below to view additional reference material for this
chapter
Summary
PPT
MCQ
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Chapter 4
Global Platforms For Social Media
Marketing
Objectives:
Structure:
4.1 Introduction
4.5 Activities
4.6 Summary
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4.1 Introduction
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4.2.1 Digg
Digg has been a very successful news website on social media that permits
users to vote web content up or down, called digging and burying. Digg is
a news aggregator that was launched in 2012 with an objective to select
stories specifically for the online users. These include current affairs,
popular online stories and latest technical issues. Technology, World News,
Entertainment, Business, Lifestyle, Gaming, Politics, Sports and Science
are the main categories that users of the Digg community can submit and
share articles on.
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1. Using emails to increase reach to the user base: Brands can use
conventional mediums like email campaigns to reach people to like their
content on Digg. Thus by leveraging the power of reach content can be
marketed to the users within the Digg channel. Brands marketing
successfully need to be aware of their user base on Digg and send them
a friendly request. They can then request to give a Digg article
submission a vote if they like it.
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1. Copy the URL of the link and click "Submit a Link" near the top right
side of the page on the Digg homepage.
2. Paste the URL in the provided space and then and enter the Facebook
login information.
3. Click "Log in With Facebook" and either "Allow" or "Skip" when the Digg
app asks to post on your behalf. Choosing "Allow" lets the Digg app
automatically update your status, while "Skip" denies the app this
ability.
4. After completing this one needs to go back to the ‘submit a Link page’.
Click "submit to Digg" to finish submitting the blog post.
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4.2.2 Reddit
Being popular across the globe, there are a lot of “prominent” people who
use Reddit as they use Twitter, Facebook, Instagram or other Social Media
Channels. Brands and individuals use this channel to find useful articles to
inspire content for their own websites. Brands need to be aware of the fact
that when they actively market on Reddit they can market entries and are
termed as organized by areas of interest called "subreddits". Reddit has
default subreddits which are a combination of entertainment subreddits
(television, videos, movies, music and gaming), educational subreddits
(news, science, technology and world news), discussion subreddits
(askreddit, askscience, books, todayilearned) and humour and image
sharing subreddits (funny, gifs, pics). Thus Reddit is a collection of entries
submitted by its registered users, essentially a bulletin board system.
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Before any content is posted, the brands should analyze if it fits a specific
subreddit. This will ensure more users attention to the posted article. To be
strategically ahead in Reddit, it is important to keep in mind that it is
competing against everyone else for position on the subreddit that it has
been posted on. More users will only see a share if it passes a certain
number of votes in a given timeline on an active subreddit. This is because
articles and stories are submitted regularly and have a very high volume.
Thus the posts that are not popular will vanish and will not be visible to
anybody. Thus brands and marketers have to make sure they keep posting
good content. The secret here is to provide good value to the posts and
they are not completely promotional in nature. The key to Reddit
marketing is not for the posts to be only aesthetic or promotional in nature
but to post quality content for the users.
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Brands without an account on Reddit can also benefit of some post that has
to do with their product, so they can visit this channel to know more about
what their users are talking. It is a diverse channel which is of an
advantage to brands as it often gives a good idea of what’s popular with
the target audience they are trying to market to. A point to consider before
posting on a subject on Reddit is to observe the latest topics on this
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the process by which many users add metadata (description about the
data) in the form of keywords to shared content. These descriptions are
added to the bookmarks so that users may understand the content of the
resource without first needing to download it for themselves. Metadata can
come in various forms such as tags that collaboratively or collectively
become a folksonomy, votes in favor of or against its quality, or even
comments in the plain text format.
The powerful and popular feature of ‘Web feeds’ is also provided by many
social bookmarking channels for their bookmarks lists. This functionality is
also included in the lists organized by tags. The Web feeds feature helps
subscribers to understand new bookmarks as they are tagged, shared, and
saved by other users. It also helps brands to promote their respective
websites by connecting and engaging with other social book markers.
Several value added features such as comments and use of ratings on
bookmarks are being developed to support existing bookmarking services
due to the growth in popularity and maturing of the channels. Additionally
the ability of web annotation (explanation), emailing of bookmarks,
importing and exporting of bookmarks have also been added to the list of
features. Hence brands can market their offerings, web-based services,
articles and much more with zero investment and maximum profit through
Social Bookmarking. Thus due to the presence of advanced features and
ease of use the concept of Social Bookmarking has gained in popularity and
India and across the Globe.
4.3.1 Delicious
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4.3.2 scoop.it
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Thus Delicious lets brands and marketers organize and save web content in
the form of bookmarks that’s interesting to the users and can be leveraged
as simple yet powerful tools of marketing on social media.
Thus the findings of the case study in a crux were that Social bookmarking
thorough a web-based system helps students to manage their bookmarks
of web pages, share their bookmarks with other students on the Internet
(inside or outside the institute), share their viewpoints about particular
web pages with others, and cooperatively recommend interesting web
pages to others. Most social bookmarking systems allow students to
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4.5 Activities
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4.6 Summary
In this chapter, we have discussed about Social Media News Sites and
Social Media Bookmarking Sites. A channel based on the Social Media that
displays stories created and shared by its users is known as a Social News
site. One of the major advantages of these globally eminent channels of
social media is that it can help brands become more visible to the public
you’re trying to reach. Social news channels such as Reddit and Digg
provide ways to engage existing and new customers and help promote
marketing content. The next important concept that we discussrd is of
shared Online Bookmarking Sites. This is also becoming popular with online
users across the globe and gaining prominence with users in India as well.
The Social news channels encourage a participatory culture, thus
permitting its users to vote what counts as news and hence removing the
biases of the mainstream news sources. The social news websites provide
numerous benefits to brands marketing on social media. They provide
distributed intelligence that will help brands with ability creation and
enhanced customer engagement.
Digg has been a very successful news website on social media that permits
users to vote web content up or down, called digging and burying. Digg
had grown large enough that it was thought to affect the traffic of
submitted webpages. Some pages experienced a sudden increase of traffic
shortly after being submitted. Brands need to be aware of the fact that to
succeed on Digg they have to start having a strong Digg following. A sound
user base leads to getting the desired diggs and views for the sent
submissions.
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1. Explain in brief how the Social Media News Sites help the users to
provide better information?
3. Explain why brands need to connect Digg with other channels of Social
Media?
5. Explain in brief how the brands can create better opportunities for
promotion on Delicious?
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REFERENCE MATERIAL
Click on the links below to view additional reference material for this
chapter
Summary
PPT
MCQ
Video Lecture
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Chapter 5
Techniques For Providing ‘Human Touch’ To
Brands On Social Media
Objectives:
Structure:
5.1 Introduction
5.2 Essentials of a Successful Content Marketing Campaign
5.3 Connecting the Dots: Aspects of providing human touches to the
Brand
5.4 Writing a Business Blog Post to enhance the ‘Human Touch’
5.5 Techniques to create Great Content Ideas
5.6 Social Media as a powerful Customer Relations Management Tool
5.7 Short Case study
5.8 Activities
5.9 Summary
5.10 Self Assessment Questions
5.11 Multiple Choice Questions
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5.1 Introduction
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A critical thing to consider is that it is not just vital to market the right
product and service offerings, but also to establish a loyal customer-base
and generate repeat sales with the correct engagement. In addition to
using Social Media regularly to post new content to your followers, it’s
important to engage in social media listening. In today’s times, it has
become very easy for brands to connect with their prospects or existing
customers and gain valuable information about them. Thus, a lot of
enhancement has happened in the context of constant engagement with
the users which has resulted in the rise of social media listening. Social
Media listening can be defined as the process of assessing and analyzing
what is being discussed about an individual, product, service or brand on
Social Media channels. Thus, brands that are aware of this concept can
leverage it for enhancing engagement, trust and brand loyalty.
Brands thus need to learn what users are conversing online. Before the
advent of Social Media, it was quite difficult and limited for brands to
understand how the users felt about their product or service offerings.
Real-time Feedback was available in a very limited manner much unlike
what is available today. Thus with the presence of various channels of
social media, it has made it possible for just brands to listen to the
conversations and opinions of the online audiences. Whether it’s a tweet on
Twitter or a post on LinkedIn, users can express their views in an instant.
Hence, this can be incredibly valuable for businesses when it comes to
gaining a more thorough perspective. In the case of a brand creating and
launching a new offering, then Social media listening is a very powerful
method to understand what users are saying about it and what their
overall experience has been. The process of listening in to conversations
and feedback on social media is a great way to make an initial evaluation
of how the offering is doing. This information can prove invaluable in
generating an awareness of whether things are going in the right direction
or not. For long-term success on social media, it is critical to understand
the strengths and weaknesses for building brand engagement. To conclude,
listening to the online audience helps to provide the right solution to that
what they really require.
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The Social Media Influencers are a category of people who are viewed to be
the trendsetters and thought-leaders. They are called Influencers due to
the fact that the products or services that they recommend on Social Media
are adopted by a huge number of users on various channels. The vital
element of social proof creates a strong authority to the Influencers, online
presence and creates the essential credibility and trust. Brands have to
create a strategy of getting influencers to endorse their offering before
launching any Social Media marketing campaign. To achieve this objective
they need to connect and engage with other influencers. An essential
strategy for getting Social Media Influencers to follow the brands is
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The next step is to find the required Influencers online. A Google search
can also prove helpful in this context as there is a presence of list of
prominent (Influencers) people in their fields indexed by Google and other
search engines. Thus, brands interested in engaging the Influencers should
focus on creating a substantial list of Influencers that they want to engage
with. Although there is an investment of resources and time in this step, it
is definitely worth the initiative. Influencers can also be sought out by
browsing through the current follower list. Brands can also sieve through
popular mediums like Facebook, Twitter, LinkedIn, Digg, Instagram and
others to find posts that are most popular which have been created and
shared by Influencers. Some more techniques to grab the attention of
Influencers, is to curate and share content that they have posted. In case
the content has been curated and shared in form of tweets, ensure that the
author’s (Influencer’s) name is mentioned. This action ensures they know
that who has shared their content. A repeated effort will create a positive
effect on each Influencer whose content is being shared. Starting a
conversation with the Influencers can become possible as some of them
might express gratitude for sharing their content. This step will be
instrumental in building a relationship with the Influencers and the brands.
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Provided below are a few specific techniques used on popular Social Media
channels:
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For brands that are striving to build trust online, it’s critical that to provide
a human touch both through their Social Media endeavors as well as the
look and feel of their website, blog and all related promotional content. The
proponents that support the human touch are high-quality content and
constant interactions which act as proof that the brand is reputable. Let us
study some of the powerful methods that are employed by successful
brands and individuals to help build trust -
1. Design and layout: Brands need to be mindful of the fact that if design
of their social media posts, website or blog looks unprofessional or
cluttered, they are likely to lose a large percentage of users. Apart from
this fact there will also be a rise in the number of users who will doubt
the legitimacy of the brand and it will be difficult to gain the trust of
such customers. On the contrary if the social media posts, website or
blogs looks professional, the prospects will stick around to explore the
site further. Thus it doesn’t matter how compelling the content is, what
really matters is the use of high-definition graphics and user-friendly
navigation to catch the attention of the visitors and build trust in their
minds. The concept of first impression is really critical to brands offering
their products and services online. Thus, it is really vital to create a
design that is both persuasive and visually pleasing. Brands can hire the
help of a professional designer in this context. Brands need to think of
the fact that would visitors trust them enough to make a financial
transaction.
3. Trust building through the ‘About us’ page: It is a known fact that
a majority of users are curious to know about the brand that they will
transact with. In this context during the phase of prospects getting
converted to customers, the users will become inquisitive about the
offerings of the brand (products or services). Brands can build an “About
Us” page which is an extremely simple yet powerful method to address
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6. Fix broken links: A key aspect behind marketing and getting traffic
from Social Media channels to the website and blogs is to have links that
work properly. Broken links (Links that do not lead a function webpage)
are the most dangerous elements that lead to a loss of prospects. They
imply a lack of attention to detail and sense of unprofessionalism. The
most disastrous thing about broken links is that users might think that
the brand no longer exists online. Thus, most prospects start searching
for transactions with other online brands. To ensure the retention of the
human touch and continuation of business, brands need to constantly
check whether the back links are working properly and ensure fixing any
broken links.
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For brands to be seen as entities that add value on the internet and Social
Media channels they need to provide more than just service offering and
related information. They need to create and share valuable information
related to their own field through blogs. Currently blogs are one of the
most shared types of content online and are especially popular with
audiences on the Social Media channels. Brands need to understand that
through blogs they have to offer real value. Brands that post valuable
content through blogs that meets a need for the users or fills a gap will get
liked and shared. This results in increased engagement and increased visits
to the website or blog page. In order for brands to successfully create and
post blogs online, they need to focus on online industry specific
conversations. Adding value to online conversations and offering unique
insights should be the prime objective of brands while creating a blog post.
Thus, blogs need to be posted in a specific manner and with a clear
articulation of the value - to be provided. Another aspect of the blog is the
innovation and uniqueness elements.
Brands need to demonstrate uniqueness in the content that will add value
to the online conversations. Apart from adding value the blog content
should also offer suggestions to the users. Seasoned writers focus on the
preferences and interests of their target audiences. Thus to summarize,
innovation, uniqueness and good suggestions are the keys to drive traffic
and generate a huge amount of engagement online.
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2. Clear Articulation: Brands need to create articles and blog posts that
have a clear and focused theme. Posts need to be written in a form and
language that is free from any ambiguity. The browsers of such posts
should be able to clearly understand the objective of the blog post by
the time they get to the end of your post.
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Thus the above given essentials have been observed to work well to
enhance the social sharing of the blog posts and interest of the users.
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the process, brands need to search for the specific forums from their
function. To generate engagement and gather ideas, it is recommended
to spend some time on that forum. Forums are a place where a lot of
different ideas are generated from investing only a little time. To add
more value than just gathering ideas, the brands can also create a blog-
post explaining how to solve the problems. They can subsequently post
a link on the forum to the blog-post.
Thus, participating in online surveys can help brands learn more about
their audiences to create compelling content. Brands can also create
surveys to help generate new insights and ideas.
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Thus, collaboration of this nature and magnitude involves not just the
complete management team of the brand but also all the people related to
it in any way. Hence, brands have to place the users and their interactions
at the core and design powerful techniques to fully leverage the power of
the Social Customer Relations Management effort. Provided below are
some of these techniques:
Thus, by combining the above provided techniques, brands can create the
correct image and unique selling proposition for the Social Customer
Relations Management. This concept and the underlying techniques can
also be used to involve the internal team members supporting the brand
and make them share the vision of the brand. This will help them bond
better with their online Social Media audiences. The continuous bonding
will lead to a partnership between the brand employees and their
audiences. Thus a good amount of engagement is generated with the users
due to creation of a powerful customer centric offering. The function of the
Social Customer Relations Management is to track and monitor online
contacts and profiles. After this process is completed, this data is
correlated with information that already exists about the users. With this
critical data, brands can begin to track target segments of users.
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The first step is to identify the Influencers suited for the brand, otherwise
no amount of engagement will work. In this example, the brand and
Influencers are a perfect fit. In the context of this case study, the Social
Media Channel need, a good consideration. The Influencer, the brand and
audience should all be active on the same channel. A key thing to
remember is that the industry’s top Influencers may be more at home on
blogs and forums than trendier platforms. ‘In fact this is something that
has also been mentioned prominently and at several places in this chapter’.
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5.8 Activities
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5.9 Summary
For brands to be seen as entities that add value on the internet and Social
Media Channels, they need to provide more than just service offering and
related information. They need to create and share valuable information
related to their own field through blogs. Currently, blogs are one of the
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most shared types of content online and are especially popular with
audiences on the Social Media Channels. Brands need to demonstrate
uniqueness in the content that will add value to the online conversations.
Apart from adding value the blog content should also offer suggestions to
the users. Seasoned writers focus on the preferences and interests of their
target audiences.
1. Explain in brief how the aspect of social engagement would create and
increase user loyalty?
2. Describe the statement - Brands thus need to learn what users are
conversing online.
6. Describe in brief why brands need to create articles and blog-posts that
have a clear and focused theme?
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5. Which type of links are the most dangerous elements that lead to a loss
of prospects?
(a) Landing links (b) Critical links
(c) Accurate links (d) Broken links
6. __________ have the power to captivate users and keep them attracted
to the blog-post.
(a) Links (b) Images
(c) Tweets (d) Words
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REFERENCE MATERIAL
Click on the links below to view additional reference material for this
chapter
Summary
PPT
MCQ
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Chapter 6
Analytics To Measure Social Media Impact
Objectives:
Structure:
6.1 Introduction
6.6 Activities
6.7 Summary
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6.1 Introduction
A strong strategy for the growth of any brand today is how it performs and
sells its promotions on the Social Media Channels. Thus, this platform has
become extremely critical to brands from all industries and of all sizes. So,
right from startup brands to global giants, this platform has been leveraged
and will continuously be used tactically for a variety of purposes. Brands
have to constantly create and monitor their promotional strategies on this
vast platform. Along with active marketing efforts, brands also need to
measure the Social Media impact. Although the general notion is that
Social Media is about a qualitative approach, brands also need to invest
time in measuring the return on investments in a meticulous manner. To
get the full leverage of this platform and to build a solid reputation, brands
need to employ tracking mechanisms. Fortunately, there is a wide range of
tools available which make this endeavor extremely simple and fruitful. The
diverse Social Media platform directly links to Influencers, engagement,
following and traffic. So monitoring and measuring these critical aspects
can assist brands in a wide variety of ways.
With Social Media being used for aiding promotional content of brands like
conventional marketing channels, brands have started to focus more on the
measurement of return on investment. On the Social Media Channels, the
brands need to use the power of audiences and Influencers to market the
products and service offerings and they can also be indirectly a part of the
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convert it into a purchase for the brand. Furthermore, there was no way to
measure these metrics to figure out whether your Social Media marketing
was doing any good. Many brands found this as a compelling reason to
withdraw the several promotions that were happening on the diverse
channels of Social Media. The sheer variety of the Social Media marketing
attributes that are eligible for being measured is sometimes utterly
confusing for brands and their marketing teams. In the case of measuring
Return On Investment on Social Media the measurable variables differ
widely: Tweets, Likes, shares, favorites, re-tweets, comments, replies,
mentions, subscriptions, diggs and the list goes on. On the contrary, with
the conventional online media, it is much more precise. For example,
brands that create and maintain an online blog can measure the comments
and traffic. If the brand has created a promotional video and hosted it on
Youtube, the views can be measured. In case of a link existing online that
represents the brand, the clicks can be measured. If it’s an online
advertisement for promoting the offering, brands measure the impressions.
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who are aware of the fact that an enormous source of traffic lies beyond
these popular Social Media Channels.
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In order to get the most out of the Social Media Channels, brands must
utilize the Social Media engagement analytics. The Social Media Channels
are transformed from a source of largely unstructured qualitative
information to a highly engaging and structured context that can be viewed
and monitored on a quantitative manner - when time is taken to utilize and
become aware of the benchmarking parameters and quantitative tools.
Thus, this highly engaging and structured context, benefits in enabling
critical measurement related aspects when it comes to applying Social
Media to the business. This leads to an improvement in prioritized insights
in the context of competing capital efforts through engagement on the
various Social Media Channels. It also includes joining the online
interactions and the results of the promotions designed to convert these
interactions for the better by reducing hostile interactions and increasing
the positive ones.
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For brands to succeed on Social Media, these business drivers should relate
or connect to the core intelligence processes. The measurements that are
observed are indicators of the outcomes but are not themselves the
results. Brands can ensure that they are correlating what has been learned
or observed through online engagement, conversations and subsequent
listening. Thus in this manner, all the promotional initiatives taken on the
diverse Social Media Channels become measurably connected to the
ongoing operational activities run by the brand on a daily basis. A visible
benefit here to the brand is that the various teams that span functional
areas of the brand are unified under the ever-growing span of social
promotional initiatives.
Brands can start their tracking process of on-site metrics by using simple
yet powerful processes. Thus, to be get effectively does not necessarily
mean moving to complicated methods of measurements. Brands can thus
apply the core metrics in ways that provide deeper insights about
promotions on the Social Media Channels. The main objective is to
understand the process of relating actions and outcomes to the desired
goals of the business. Hence, investing to understand how relatively simple
measurements can be studied, supplemented and aligned to provide useful
information is the key insight in the measurement process. Brands need to
be very consistent in the measuring process in the initial stages of the
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Metrics can vary based on the channel of Social Media used by the brand.
For example, brands can measure the Return On Investment by counting
the number of Twitter followers or retweets on the Twitter platform. The
number of Facebook fans and the number of likes can be used as critical
measure on the Facebook platform. Although these are critical Social Media
aspects to monitor, a structured objective-based approach to enhancing the
Return of Investment is the need of the hour. A systematic approach will
help in better understanding the ‘Why’ behind the ‘How’ of the marketing
initiatives. Like most marketing done online, there is no universal rule for
how to measure the return of investment of the Social Media efforts. Thus,
the core learning in this context for brands is that the Return On
Investment in Social Media marketing should directly be linked in to the
objective of the Social Media engagement and conversations. Most brands
can devise strategies based on straight-forward observations, for example
consider a common Social Media measuring parameter like bounce rate,
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which is the relative measure of visitors who land on the site and then
leave immediately, without looking at anything else. To derive meaning
from this metric, the brand can run various types of analysis, trace it by
date or source or trend it over time, and against it. Brands can perform
analysis on what factors are encouraging or reducing it. Thus, the
conducting of this analysis is vital because the objective is to understand
the underlying factors behind what is driving the bounce rate rather than
knowing only the number itself. If the reasons are known, then, it is easy
to develop a strategy to reduce this problem.
Another critical metric on the Social Media Business Channels like LinkedIN
is the number of connections. In this context, it is engagements and
online engagements more than promotional efforts that drive the
conversations. Therefore, it is the way in which the business is managed
that becomes the focus, as opposed to how well the business is marketed
that matters on such a platform. For such social business applications, the
social processes and the software or technology that supports them, are
more likely to be paid for by the operations or Information Systems
budgets than they are by the marketing department. The marketing
department, by comparison, may pay for the programs associated with
talking about the ways in which customers are benefiting from the
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conversations and the purchase funnel is known as the feedback loop. This
element is critical in creating and influencing the relationship between the
working processes of the brand and its promotional preciseness. For brands
it is vital to identify the key business analytics that can be shared across all
the teams and used to guide the overall processes driving continuous
improvement in your products or services. Business analytics can be pulled
from a variety of places within the organization.
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Thus to conclude, brands need to utilize tools like Google Analytics in order
to measure the channels that result in increased volume of user traffic and
modify the promotional initiatives to focus on those specific channels on
Social Media.
Social Media has become the choice of brands globally and thus Social
Media marketing has become critical vital and necessary. With this said, it
is extremely important to measure the performance of the Social Media
Campaign created and promoted on the various channels of Social Media.
Thus, measuring the Return On Investment of Social Media Campaigns is
the most sought after functionality for all brands. A useful practice that can
be adopted by brands marketing on the Social Media is to develop their
insights and add specific conversion results to the measurement strategy.
One prominent way is to use the Google Analytics tool. This can be
effectively used to set up conversion goals and then analyze the outcomes
of the Social Media promotions with the conversions. The result will be a
quantitative understanding of the efforts taken in the form of promotions.
Brands will also develop insights in the context of how the Social Media
promotions support the overall goals of the brand. By conducting detailed
assessments and comparisons, it is possible to differentiate the cause from
correlation. Thus, it is viable to identify the key activities and practices that
will drive the brands’ business through the initiatives taken on the channels
of Social Media. Brands need to invest resources and time to evaluate the
most important metrics from the framework of the social analytics. Some
of these include: the volume of unique users, the time spent on the landing
page, the bounce rate and page views. Once these metrics are procured, it
is vital to correlate them to the promotional initiatives conducted on the
Social Media Channels. This is performed by selectively modifying
parameters of the Social Media promotions and recording the outcomes.
Now we shall examine some very powerful and relevant cases of how
Social Media best practices are being utilized to develop great offerings to
the users:
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The process of tracking metrics on the Social Media Channels was quite
difficult in the past but with the evolution of advanced tools, it has become
easy to monitor the metrics and Return On Investment while retaining
sophistication. Provided below is a list of powerful tools to enhance the
monitoring procedure.
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RowFeeder
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Google Analytics
Google Analytics is a very powerful tool and is free to use and is the first
choice of many marketers because of its extensive features. This tool with
its various features provides a clear idea of how well or poorly each Social
Media Channel is performing. One of the main features of this tool is to get
an overview of the traffic sources on the Social Media Channels.
The “Visitors Flow” is another feature that shows which Social Media
Channels are sending traffic and to which pages on the website visitors are
landing on. Thus, for brands to become aware of this information is vital,
since it is a strong pointer to which channels are performing the best in
terms of sending traffic to the website. It also informs the brand about the
channels that require enhancements in their promotional efforts. This
results in a very fine level of customization, which is essential for the
dynamically changing world of Social Media. This includes the number of
visits via social referral in comparison to total visits, the number of visits
from each channel and the percentage of traffic from each channel.
Analyzing this information will provide brands with a clear picture of how
well each Social Media Channel is performing in relation to other channels
on which their promotional initiatives are running. Another vital feature is
“Network Referrals” which provides important information to brands in the
form of average visit duration of pages per visit and total page views.
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!
SproutSocial
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With SproutSocial it is possible for brands to identify how well they are
doing against the competitors’ promotional initiatives. This is done by
creating social scores based on influence and engagement. These in turn
can be used to measure against the competitors social score. The
advantage with this tool is that brands can in a simple manner identify the
number of clicks and responses received from promotions on the different
Social Media Channels. It also informs about the number of people each
promotion was reached. This feature is very helpful to brands as it’s
possible to identify the most popular pieces of promotional content. Thus,
brands can enhance this content and reuse it on the channels. SproutSocial
has made it simple to track the long-term progress of a campaign across
various social channels by creating and developing robust presentation-
ready reports. Thus, this tool has become an extremely popular Social
Media management platform for many brands.
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Simplify 360
Simplify 360 is a powerful tool that helps brands perform analytics for
Social Media promotional campaigns. This tool proves beneficial in
identifying the current patterns and trends by sieving through
comprehensive information. It also facilitates the brand reputation process
and provides brands powerful and useful information on where they stand
against competitors. Simplify 360, works as a robust tool to capture online
Social Media conversations and mentions of the brand on Social Media. This
information can then be processed in a wide variety of ways and can be
used to derive patterns and deductions. Online conversations from a wide
variety of channels can be recorded and processed using this tool.
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• User aptitude.
• Tracking of trends in Industry.
• Real-time performance monitoring of Social Media promotions.
• The rank of blogs that are sharing the offering as per the Alexa tool.
• Differentiating capability to identify the performance of different
Social Media Channels
!
This tool has many plugins, which only take a few seconds to install.
Brands can improve ROI by being able to view the number of times the
promotional content has been shared across different social media
channels.
Hoot Suite
Hoot suite is also one of the effective tools to monitor the mentions the
brand gets across the diverse Social Media Channels. Experts in the domain
of Social Media have discovered that one of the main signs of how big the
brands’ presence is throughout the Social Media realm is how many
mentions the brand gets across Social Media Channels. This information is
extremely useful for streamlining and customizing the Social Media
promotions across the channels. This feature has made Hootsuite one of
the most popular platforms with over 600 million users. With the help of
this tool, there are several other metrics that can be monitored. A prime
example is the number of people that have been added to the brand to
their following on Twitter.
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Brands can define their fan base by analyzing their demographics according
to posting source, language and region in the context of posting
promotions on the Facebook platform. A wide variety of graphs and charts
offered through thirty distinct modules makes it easy for brands to analyze
information streaming from the diverse channels of the Social Media. It
also has the feature of displaying the recent user activity, the number of
followers that brands have across the popular social channels and the daily
growth in users across Social Media Channels. Brands also benefit through
the availability of Hootsuite on mobile devices. Thus, this is very portable
channel and is great for analyzing information on the go.
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6.6 Activities
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6.7 Summary
In this chapter we have discussed about the need for analyzing the impact
of Social Media. A strong strategy for the growth of any brand today is how
it performs and sells its promotions on the Social Media Channels. Thus,
this platform has become extremely critical to brands from all industries
and of all sizes. The diverse Social media platform directly links to
influencers, engagement, following and traffic. So, monitoring and
measuring these critical aspects can assist brands in a wide variety of
ways. Brands can achieve instant scale across the Social Media and create
relevant content for individuals and niche audiences. Thus, unlike other
promotional channels, Social Media provides brands an opportunity to
create real and long-term relationships with users.
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Metrics can vary based on the channel of Social Media used by the brand.
For example, brands can measure the Return On Investment by counting
the number of Twitter followers or retweets on the Twitter platform. The
number of Facebook fans and the number of likes can be used as critical
measure on the Facebook platform. Although these are critical Social Media
aspects to monitor, a structured objective-based approach to enhancing the
Return Of Investment is the need of the hour. Another critical metric on the
Social Media business channels like Linkedin is the number of connections.
In this context, it is engagements and online engagements more than
promotional efforts that drive the conversations. Conversion Analysis
Support is offered by Google Analytics Tool, which is utilized to refine the
non-commercial promotions. This tool is used to analyze the various
sources of information that supports assessment against metrics along with
the business process metrics. This can be tied back to what is observed on
the various channels of Social Media. This basic metrics-driven
methodology is what closes the feedback loop that the Social Web sets in
place. Brands can use the concept of correlation to develop specific
awareness of gathered observations that are correlated and to
subsequently analyze useful quantitative measurements. With the help of
this technique, brands can discover novel ideas and innovative metrics on
diverse channels of the Social Media.
Social Media has become the choice of brands globally and thus Social
Media marketing has become critical, vital and necessary. With this said, it
is extremely important to measure the performance of the Social Media
Campaign created and promoted on the various channels of Social Media.
Thus, measuring the Return On Investment of Social Media Campaigns is
the most sought after functionality for all brands. Some very powerful and
relevant cases of how Social Media best practices are being utilized to
develop great offerings to the users: interchange of information and
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Google Analytics is a very powerful tool and is free to use and is the first
choice of many marketers because of its extensive features. This tool with
its various features provides a clear idea of how well or poorly each Social
Media Channel is performing.
The “Visitors Flow” is another feature that shows which Social Media
Channels are sending traffic and to which pages on the website visitors are
landing on. Thus, for brands to become aware of this information is vital,
since it is a strong pointer to which channels are performing the best in
terms of sending traffic to the website.
Simplify 360 is a powerful tool that helps brands perform analytics for
Social Media promotional campaigns. This tool proves beneficial in
identifying the current patterns and trends by sieving through
comprehensive information.
Hootsuite is also one of the effective tools to monitor the mentions the
brand gets across the diverse Social Media Channels. Experts in the domain
of Social Media have discovered that one of the main signs of how big the
brands’ presence is throughout the Social Media realm is how many
mentions the brand gets across Social Media Channels.
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4. Explain why brands that need to succeed on Social Media, the business
drivers should relate or connect to the core intelligence processes?
5. Explain in brief how the brands can use the concept of correlation to
develop specific awareness of gathered observations?
8. Enlist four of the complex features possessed by the Simplify 360 tool?
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4. The strategy involving the opinions of the audiences on the Social Media
for product or service decisions is known as __________
(a) Influencing (b) Listening
(c) Crowdsourcing (d) Closed-loop feedback gathering
6. The rank of blogs that are sharing the offering as per the Alexa tool is a
feature that is available with __________.
(a) RowFeeder (b) Sprout Social
(c) Simplify 360 (d) Google Analytics
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REFERENCE MATERIAL
Click on the links below to view additional reference material for this
chapter
Summary
PPT
MCQ
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Chapter 7
Social Media Success Stories: The ‘Indian
50 Feet View’
Objectives:
Structure:
7.1 Introduction
7.2 Promoting Learning & Development through Word of Mouth: Mind Spa
7.3 Story of Blades of Glory: Online Promotion of the Largest Cricket
Museum in India
7.4 Mind Life Consultants: Promoting Mind Health Counseling Related
Business through Social Media
7.5 Use of Social Media as a Natural Channel for Promoting Knowledge
and spreading NLP Practices
7.6 Activities
7.7 Summary
7.8 Self Assessment Questions
7.9 Multiple Choice Questions
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7.1 Introduction
The Social Media developments have radically changed the way marketers
reach across to their audiences. In this chapter, you will observe how
people and small brands keep innovating their Social Media campaigns to
achieve relevance and attain visibility in response to their evolving
audiences’ wants, needs and values. Here, we shall look at four successful
brands that are conducting business by leveraging the diverse channels of
Social Media. These brands are based out of India and exploit the domestic
conditions and customize their online campaigns. Thus, they are successful
at capturing the audiences and making most out of the Social Media space.
The examples discussed in this chapter shed light on how brands are
customizing offerings to get involved with Social Media marketing. It’s a
trending practice that’s captivated the marketing done in the Social Media
world since the exponential success of Facebook and Twitter. Through these
examples we realize the fact that Social Media marketing, at its core, is the
process of building your brand equity and awareness via Social Media
Channels.
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In this section we shall discuss about the largest cricket museum in India
as well as one of the largest ones in the Globe located right in the heart of
the Indian City of Pune and find out about the methods used by them to
market themselves on various channels of the Social Media. This museum
is the result of many years of dedicated research and planning done by
Pune-based entrepreneur – Rohan Pate.
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“To be honest with you, I had never imagined that I would start a cricket
museum one day. Even the thought of doing something like this had never
crossed my mind till two years ago. It all probably changed after one
particular instance though. I met Sachin Tendulkar during the 2010 Indian
Premier League, and got a signed bat from him. Till then, I was collecting
autographs, most of them in a diary. At that time, we were in the process
of signing Sachin as our brand Ambassador for Amit Enterprises Housing
Limited. During those days, I went to Sachin’s Manager’s office, where he
had bats signed by many top-notch cricketers. That’s where the idea of
museum clicked me for the first time. I felt, “What am I doing collecting
autographs in a diary? I should aim for something much bigger and
exclusive.” And so, the journey began. I took autographs of a lot of players
on bats during the 2011 IPL. Then, the theme of the World Cup winning
teams came to my mind, so I went to Sri Lanka when they were playing a
series against Australia, and got autographs of almost all the members of
their World Cup winning team of 1996 on a bat. Pakistan’s World Champion
Team of 1992 was also on my radar. I went to Dubai when they were
hosting England for that. (Former Pakistan batsman) Ijaz Ahmed helped
me a lot to find and get the autographs of the Pakistani players.
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Australia was the biggest target, of course, with that country having won
the World Cup four times. During India’s recent tour to Australia, I went
over there for a fortnight, and managed to collect 47 autographs. It was
quite an experience. There were a lot of logistical hassles, since Australia is
a vast nation and tracing former cricketers is not so easy. One day, I found
out that Simon O’Donnell, Australia’s most economical bowler in the 1987
World Cup, was at his farm house, which was about 300 km away from
Sydney. I took a cab, went to that place, got the autograph, and came
back the same day. Similarly, Peter Taylor, Australia’s two-times World
Cupper, including their victorious campaign in 1987, was farming in his
hometown when he asked me to come over. It was the smallest airport I
have seen in my all life. It was great for Taylor to come over at the airport
and give me his autograph.
My day in Australia used to start at 4 am, and very often used to end at 1
am the next morning. That included getting up early for flights, travelling
from airport to totally unknown and unheard of places to find a player.
Being a vegetarian, roaming around Australia was quite a challenge, to put
it mildly. There have been times when I have had just a burger and a fruit
for an entire day. But then, no complaints, as I was getting what I wanted
– autographs and memorabilia from some of the greatest cricketers ever. I
went to England during India’s tour in 2011, and got a wonderful response
from the English players. Players like Matt Prior, for example, were so nice
that they used to call me, saying, ‘We are staying at this hotel. Give me a
bat in the morning, and take back the autographed bat in the evening.’ I
could never imagine that it would be so smooth. West Indies is perhaps the
only place that I didn’t need to go, and I just can’t thank Desmond Haynes
for that. Everybody knows what a great opening batsman he was and he is
an even better person. He has helped me in getting the autographs of a
number of West Indian legends, just out of friendship. When Sachin
Tendulkar realized how serious I am about this Museum, he gave me a lot
of his exclusive stuff, from pads to gloves to arm-guards, on his own,
without me even asking for it.
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I have collected plenty of stuff this year and a half, and I have had good,
and at times, bad experiences. I have been asked why I am collecting all
this stuff, and how many more times am I going to ask for that kind of
stuff, I have been made to wait for days, just to get one autograph, but I
feel, all that has been more than its worth, when I look at this beautiful
museum. I would also like to stress that having been a cricketer myself,
this museum is an attempt on my part to pay tribute to the game of
cricket, especially Indian cricket. Not only has the sport given all of us a lot
of moments to cherish, it has been instrumental in uniting a nation that is
so diverse. I couldn’t think of a fitting tribute than to create one-of-its kind,
perhaps the first privately-owned Museum of Cricket Memorabilia in India.
This dream would have remained unfulfilled without the helping hand of a
lot of personnel. Though it would be impossible to jot down the name of all
the individuals, I cannot help but mention some of them. Prominent
cricketers Kapil Dev, Desmond Haynes, Dilhara Fernando, and Ijaz Ahmed
were so helpful not just in giving me their own memorabilia but also
putting me on to other sportspersons. Similarly, I would be obliged to
Sunandan Lele and Tushar Joshi for their constant support. I would also
like to thank Ahmed and Pooja for giving the perfect look to the interiors of
the museum. Last but not the least’ I would like to thank each and every
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This Museum is going to be at least 10 times bigger and better than what it
is right now. That’s a promise. We will provide budding players with
equipment, top-class training facility or anything else that would help them
become legends of tomorrow. We will strive to preserve and impart the
inspiring stories of legendary cricketers to the current and next
generations. Cricket, as we all know, is an extremely powerful unifying
force cutting across social, economic, cultural and religious divides. We
would play the role of a catalyst bridging the gap between countries and
cultures which will honour and strengthen the game.”
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!
Mindful Social Media Marketing: Raining Awareness
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!
Mindful Social Media Marketing: Value Addition
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!
Mindful Social Media Marketing: Promoting Co-brands and growing
together
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!
Mindful Social Media Marketing: Feeding Passion for the Cause
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Gifted with the sensitivity to listen to the emotional depth of words and
connect with people, Shantanu builds trust to act as a catalyst for change.
He is extremely passionate about enriching people to be extraordinary,
innovative, creative, and successful in every domain of life through
coaching and training. He has done admirable work in transforming the
behavior of many Senior Executives in many of his work and has created
greater passion, excellence, commitment and alignment to goals in
different capacities.
He is gifted with the vision, determination, and skills required for human
potential development in the organization to create a differenceation by
enabling a transformational educational journey, both personally and
professionally, based on the exploration of the dynamics of individual and
organizational learning and change. A possibility thinker and a productivity
multiplier, he has outstanding track records for achieving accelerated
growth and profitability in the shortest span of time.
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Shantanu has worked with clients all around the world, helping them
uncover what’s holding them back and working with them closely to drive
their reputation, influence and presence in the business world - facilitate
Thought Leaders, Change Makers and Business Owners Translate Concepts
into Actions to achieve personal excellence. He successfully conducts NLP
Lifestyle Coaching Certification programs for groups, individuals and
celebrity clients. Shantanu is a theory-into-practice kind of guy and looks
to translate concepts into everyday actions to make a difference in people's
lives. Focusing on "transformations" is one of those concepts. NLP is the
core of his practice with neuroscience, sub-conscious programming,
subjective communication, conversational intelligence, energy psychology
among other allied sub-core practices. Neuromind constantly updates its
programs. He is primarily engaged with people who are 1) ‘Seeker of
Change in their Life’ & 2) ‘Seeker of Change in the World’ mainly using the
powerful tools available through Neuro-Linguistic Programming (Pure NLP).
'NEUROMIND', specializes in innovation in education by introducing
heightened self-consciousness and individual awareness into perpetual
learning. The core values, which he is endowed with today through
miscellaneous experiences in life in India and abroad, in over 2 decades of
his earlier corporate life and most recent, as learning & development
professional have paramount influence in creating the trajectory he is
travelling today.
Shantanu Das Sharma along with his brand Neuromind and his Book has
gained popularity through the Social Media Marketing done on Facebook,
Whatsapp and Youtube. We shall now see how it is marketed on the
Facebook Channel through visual excerpts.
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!
Shantanu believes that the further he travels, the more he is beating his
own untraveled path. He considers that the most important attribute for
any job is passion with purpose. Everything else can be adopted and thus
what he does makes him come alive through his work.
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Shantanu also has a strong presence on LinkedIn. Here are a few excerpts
from this popular Business Networking Site.
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7.6 Activities
2. Browse the Internet and obtain more insight on how brands are using
non-conventional Social Media Channels to market and promote their
ideas.
____________________________________________________________
____________________________________________________________
____________________________________________________________
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7.7 Summary
The examples discussed in this chapter shed light on how Brands are
customizing offerings to get involved with Social Media Marketing. It’s a
trending practice that’s captivated the marketing done in the Social Media
world since the exponential success of Facebook and Twitter. Through these
examples, we realize the fact that Social Media Marketing, at its core, is
the process of building your brand equity and awareness via Social Media
Channels.
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3. Explain how the Blades of Glory Museum would play the role of a
catalyst bridging the gap between countries and cultures.
4. Write a short note describing the work that Mind Life Consultants Brand
specializes in.
5. Write a short note describing the work that Shantanu Das Sharma does
through his brand Neuromind.
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1. The most popular social networks in India are YouTube and Facebook,
followed by social app.
(a) Instagram (b) WhatsApp
(c) Snapchat (d) Wechat
2. One of the most powerful insights from this chapter is that there’s no
stronger marketing message than
(a) An agreement from a friend (b) An endorsement from a friend
(c) A criticism from a friend (d) A strong opposition from a
friend
3. What is the name of the largest Cricket Museum in India as well as one
of the largest ones in the Globe located?
(a) Blades of Glory (b) Blades of Cricket
(c) Bats of Glory (d) Power of Glory
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REFERENCE MATERIAL
Click on the links below to view additional reference material for this
chapter
Summary
PPT
MCQ
Video Lecture
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THE FUTURE OF SOCIAL MEDIA MARKETING
Chapter 8
The Future Of Social Media Marketing
Objectives:
Structure:
8.1 Introduction
8.2 Understanding the Operations of ‘Chatbots’
8.3 The role of ‘Interactive Media’
8.4 ‘Augmented Reality’ Shaping the Future of Social Media Marketing
8.5 Focusing on Generation Z: The Key to Successful Social Media
Marketing in Future
8.6 Development of Ephemeral Content to get the Best Engagement Rate
8.7 Growth in Influencer Marketing
8.8 Becoming Future Ready with Mobile-Ready Content
8.9 Short Case Study
8.10 Activities
8.11 Summary
8.12 Self Assessment Questions
8.13 Multiple Choice Questions
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8.1 Introduction
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all sorts of marketing efforts. Influencing the manner, the online audiences
create, sustain and grow a range of social relationships, is the task of the
popular channels like Facebook, Twitter and LinkedIn. Newer technologies
are being tested almost every day and are being introduced to users on the
Social Media Channels to create more business opportunities. Not just
technologies but also the very content presented is undergoing rapid
transformation. Customization and user-friendliness are mandating new
technologies to arise such as – Augmented Reality, Interactive Media and
Ephemeral Content. These technologies enable Brands to create a huge
amount of flexibility and power in the content that is being promoted on
Social Media. Thus, the intention of this chapter is, to be updated as
conscious users of Social Media, as to what are the latest trends and what
exciting technologies are parts of the future of Social Media. These
emerging changes also make it vital that we look into the future and see
how these Social Media Channels are going to change the way Brands and
their users perceive the promotions online. Brands also need to introspect
how these changes can be incorporated into the very product or service
offering.
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users are utilizing their time on social media. Chatbots are having an
exponential transformative effect on Blogs, Social Media Channels and
websites across the globe – according to expert opinions from the Social
Media industry. The methods provided below demonstrate the application
of Chatbots in Social Media Marketing.
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This increasing potential of Chatbots means the end for the need to have a
separate app or site. Instead, business will be able to offer products and
services directly using established messenger services on Social Media
platforms such as Facebook. This will thus offer an intimate and engaging
experience for users that is quite simple to run.
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Social Media platforms like LinkedIn and Facebook, which have the data of
users, will be able to provide solutions, based on what is shared and
uploaded with the help of Bots. Users will be able to share the experience
on Facebook or other Social Media. Chatbots on Facebook may decide to
take the information shared and offer to help users with recommendations
and to give resolutions to the problem. Thus this Bot-driven Social Media
technology is the future for many business requirements. Studies
conducted recently Specify that a huge percentage of users expect real-
time responses from Brands and prefer customer support from Social
Media as compared to telephone use. This requirement comes out as a real
challenge for Brands across the Social Media. Thus, Bots with the enhanced
Artificial Intelligence through Chatbots, this is highly feasible.
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Brands are rapidly adopting futuristic practices, where all members and
teams will be leveraging the power of Chatbots to enhance customer
support and streamline activities within the Brand. Chatbots possess the
capability to provide scalable access to information in real time. This is
exactly what every marketer needs to stay ahead of competition in the
ever changing Social Media Marketing landscape. Brands can utilize Bots in
several ways by automating transactional messages, list content, selling
offerings, surveying of the users, informing customers and prospects about
upcoming promotions. Brands are also equipped with the capability of
sending customized messages, like feedback request after the transaction
has been conducted or sales confirmations, if it is an e-commerce Brand.
Bots can also help set up customer service related messages and support
the internal team and better serve the needs of the users.
The best example of Chatbots presently operating in the Social Media is the
Facebook Messenger. A sign of the changing times is the fact that the click-
through rates of the Facebook Messenger has far exceeded that of the
convention email technology. Thus, for the above reasons, Brands and
marketers need to incorporate Chatbots in promoting to Influencers and
secure the benefits they offer. With the huge number of enhancements
taking place in this technology, we can surely say that it is a robust
technology.
The next biggest trend which has emerged and will become extremely
popular in the future is Interactive Media. It is one of the most cutting-
edge types of communication existing on the social media channels of
today. Interactive media is a solution that has come from conventional
forms of media that have evolved with layers of interaction to give the
users an active role in the deciding the content. So before we go ahead, let
us first understand what the concept of 'Interactive Media' is. This concept
is the structured amalgamation of digital media, including, the integration
of images, graphics, electronic text and sound into an electronic virtual
environment. This media permits audiences to engage with the information
for a diverse range of applications. Brands need to understand that if they
do not create interactive content for promotions on social media channels
they will fail against competition; thus the biggest social media trend
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this stellar content is reached. With the help of content that is interactive in
nature this problem can be robustly handled. Brands need to create a
promotion strategy for it social media offerings and include the critical
element of interactive content.
Hence interactive content can reach the specific users and intrigue them to
visit the website or blog posts that are already created to cater to their
needs. Additionally there’s endless opportunity for reaching new people
with the organic sharing possibilities on most social platforms. This is the
prime reason behind creating interactive quizzes and assessments that
have become an integral part of the publication’s content strategy. There is
a critical need to regularly share this on different social channels like
Facebook and Twitter. Most of us have seen interactive content in one form
or the other on popular social media channels like Facebook and
Instagram. In this context, something very powerful is happening from the
perspective of driving traffic to the website from those channels. The
content is strategically used to make the most of a gap in the interest and
the commitment of greater awareness. Thus there is a higher chance for
lead conversion and increase in the volume of traffic from social media
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channels to the brands website. Once the users are on the website, they
can finish the competition and are presented additional content that retains
them on the website. Interactive media drives the users’ comments,
reactions and shares on the post infused with interactive content showcase
the effectiveness of this tactic which drives engagement with the audience.
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Let us now focus on the use of augmented reality in social media and in
digital marketing strategies. One of the most powerful possibilities comes
in the form of inclusion of augmented reality in social media marketing. AR
holds great potential in terms of reaching and engaging a target audience.
The coming together of social media and augmented reality creates a wide
range of opportunities for brands. The expected market for this technology
is expected to continue rise exponentially. Some recent studies indicate
that the market for AR Technology will exceed $117.4 billion by 2022. The
technology has significantly grown in popularity over the last few years,
and Brands can strategize to retain engagement and and stay present in
users’ mind. For now the popularity of this technology is limited but the
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The time is right for social channels to implement ways of delivering this
kind of interactive functionality as well. From the context of channels of
Social Media - Snapchat seems to be leading the way with a new AR
feature. With the help of inbuilt phone cameras, the users are enabled to
display themselves or images into the real world. The other popular
channels are also intent on creating support for this technology. Facebook
and other successful channels have no plans of falling behind and are also
creating strategies to leverage this new trend. In this content, Facebook
has been instrumental in taking quick strides to join the AR technology.
Facebook AR Studio is an application that allows developers to create
responsive 3D effects that can be accessed through Facebook’s camera.
This is a set of tools that help developers with a collection of self-service
suite. Facebook is currently analyzing the metrics that would create a
better connection with the AR technology. Metrics and techniques are being
developed, whereby the online audiences would be capable of engaging
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!
In the context of the channels of social media, the users are ready to
embrace the augmented reality technology as they realize the worth of
trying out products before actually making a purchase. A study reveals that
the first few users to adopt this technology would be millennials and users’
of a younger age range initially. Thus brands should initiate the linking of
their promotional offering to AR technology and enhance their audience
engagement. There is no better place to carry out this amalgamation than
on social media. Brands need to ensure that AR content is relevant to
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user’s intent and can be easily shared. They need to familiarize themselves
with how the AR functions and create a strong strategy to leverage it on
social media. The infusion of the AR technology by brands is still in its
infancy with only the big names like Facebook, Snapchat and Apple
possessing it currently.
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This technology performs effectively for users because it blurs the line
between the reality and an imagined world. Also augmented reality
enhances the surrounding unlike virtual reality where the users engage in a
completely new environment. Thus with this kind of advancement and
improved quality of engagement, the volume of promotions and
subsequent sales would increase phenomenally on the various social
channels.
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Let us now understand some of these strategies for alluring and retaining
the growing Generation Z audience on social media forums:
1. Use more of the content that has been created by the audiences:
Brands need to realize that there is an entire class of customers that are
born in the post-internet era and cannot imagine a world without the
social media. Thus user-generated photos and reviews are a powerful
strategy which results in attracting more loyal customers from the same
Generation Z.
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social world. With the Generation Z users, the brands need to clearly
express their products and services through a mobile-first strategy.
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Let us first understand the meaning of the term Ephemeral first, before we
discuss the benefits of this promotional strategy in the future. Ephemeral
basically means momentary or temporary and is one of the latest buzz
phrases on social media. The constantly changing and evolving nature of
the social media brings about a constant stream of trends and buzzwords.
In this section, we are going to discuss the value and benefits of the
ephemeral content that brands can utilize successfully in their promotions.
Snapchat which is a prominent social media channel was responsible for
making this term popular. Another channel, Instagram, has also started
using this strategy. Thus using the ephemeral content on Snapchat and
Instagram Stories can be a valuable source of lead generation and
conversion.
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There are a number of reasons that this content is popular as they are
human, authentic and simple. The platforms are friendly to vertical video,
meaning that setups for their use can be informal, inexpensive and they
are worth remembering when the brand decides to use the platforms. This
means that people are expecting to be met with very real content. It is also
worth remembering that the platforms are fun – both Snapchat and
Instagram have built-in filters, voice modifiers and pop culture tie-ins
which make using them enjoyable.
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accepted fact that brands are always interested in engaging and identifying
influencers.
The influencer marketing industry has increased extremely fast over the
past years and its global value. This creates less lag time between seeing
the advertisement and being redirected to the product, which is more
effective for spontaneous purchases. Influencer marketing is used in a
diverse number of ways by brands to establish trust and rapport in the
market. Some brands tactically use this form of marketing to enhance
online promotions of their products or service offerings whereas some
brands generate and maintain social interactions around their promotions.
The influencer marketer can also take to marketing diversified products
and services leveraging, leveraging upon the credibility earned over time.
Therefore, the value that influencer marketing creates can be measured in
multiple ways.
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This type of campaign can take the form of paid testimonial offering or
sponsored content and can appear at any point in the promotional offering.
Influencer content may be looked upon as testimonial marketing, where
they play the role of a potential buyer themselves, or they may be third
parties. These third parties exist either in the supply chain (retailers,
manufacturers, etc.) or may be so-called value-added influencers (such as
journalists, academics, industry analysts, professional advisers, and so on).
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!
A powerful tool to exert influence in respective communities is the use of
Web services which can be used to search for social media sites where the
influencers reside. The brand can then create a strategy that revolves
around the influencers to try products or service offerings and share their
purchases and experiences on their respective social channels. Post this
process, the brands can analyze the distribution of brand mentions by the
influencers across the diverse social media channels. Supporters of the
online, only approach claim that online activity reflects the trends in offline
transactions as well. A recent study discloses many strategies around social
marketing enhancements, including the prominence of the online audience
empowerment, authenticity and importance of influencer marketing. Thus
Influencer marketing basically develops its value from the credibility
developed with the online audience.
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For brands to survive in the future and excel at promotions on the channels
of Social media; one of the most powerful components is marketing the
promotions on the mobile phones. Studies indicate that there will be more
than 6 billion cellphones in the world by 2020. Thus with the numbers of
smartphones, the users on social media channels also grow phenomenally.
Thus for brands, it is critical to realize that there’s hardly a digital
marketing medium that’s not directly or indirectly linked to either of these
platforms. It’s a natural outcome of all of these forces that demand for
mobile friendly content on social media platforms is breaking new records
every month.
Brands today understand and perceive YouTube as the gold standard for
mobile video content. In this context, the Android application of YouTube
accounted for 80 percent of the streaming hours spent by users on social
media. Recently, YouTube enhanced some of the features of its mobile app
by adding stylish playback features, as well as making the logo and
interface more attractive for mobile users.
Thus from a point of view of promotions through video content marketing
perspective, YouTube has to be on the top priority of every brand. Below
provided are some of the best practices to make YouTube video content
powerful for mobile devices:
• Brands need to dish out content in a diverse set of video formats and
ensure that they load quickly.
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Thus as we can observe from the above practices, mobile ready data would
be instrumental in defining the growth in terms of demand for social media
promotions. Thus from the context of promotions on mobile devices brands
need to realize what the consumers’ desire. This can come in several forms
such as presenting promotional content in the form of live videos which are
more engaging. This format allows users to interact with brands in real-
time, through an extremely powerful and engaging manner. Proximity is
the most critical element of live videos, which is why the mobile phones are
the preferred devices where users access these video feeds. Thus to be
truly successful in the long-term, brands need to be move beyond
traditional video – and live video content keeps on strengthening its
position on social media. The ability of audiences to create and share
notifications via live broadcast creates a lot of viewers on board and is
good for the brand if it is mentioned through the user. Another fact is the
effect of fear of missing out, which drives a lot of viewership for live
content.
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The four major platforms for live video content through mobile phones
currently are YouTube live channels, Facebook Live videos, live Instagram
Stories, and Twitter’s Periscope live streaming app. Among these, Facebook
Live enjoys significant traction, particularly due to the mobile-focused and
advanced controls it offers. Thus for several reasons, conducting live
content is much easier from mobile phones than from desktops and is
going to be a game-changer in the coming years.
Generation Z, as the today’s young generation are also known, can be very
difficult to deal with. This generation is extremely digitallysavvy, well-
informed and particularly specific when it comes to marketing on the social
media. 16 to 24-year olds are an entirely new breed of consumers. Part
and parcel of this is of course digital technology, with 96% of Gen Z owning
a smartphone, and spending an average of three hours and 38 minutes
online each day.
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It was an incredibly smart move by Adidas, and one that ensured its name
being involved in any conversation surrounding Pogba’s potentially
imminent move. What’s more, by creating a splash online before the news
broke in traditional media, the digital-first audience felt much more
involved – almost as if they were in on the secret.
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8.10 Activities
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8.11 Summary
In this chapter we have discussed about the future of the social media
marketing. Here we have seen that, Social media currently is the most
commonly sought after thing that people pursue online. Social media is
changing rapidly and is becoming more prominent than ever. It continues
to evolve as a practice, and new platforms continue to appear and develop.
The job of brands and their marketing teams are becoming more
challenging and demanding. One of the most critical aspects that brands
need to be mindful about is the anticipation of the changes that are set to
occur in the coming future. The development in the online social media
channels is affecting how modern societies manage social networking. Thus
as we all know that a major part of Social networking has moved on to the
internet to a large extent.
Brands are rapidly adopting futuristic practices, where all members and
teams will be leveraging the power of chatbots to enhance customer
support and streamline activities within the brand. Chatbots possess the
capability to provide scalable access to information in real time.
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The next biggest trend which has emerged and will become extremely
popular in the future is Interactive Media. It is one of the most cutting-
edge types of communication existing on the social media channels of
today. Interactive media is a solution that has come from conventional
forms of media that have evolved with layers of interaction to give the
users an active role in the deciding the content.
Interactive content can reach the specific users and intrigue them to visit
the website or blog posts that are already created to cater to their needs.
Additionally there’s endless opportunity for reaching new people with the
organic sharing possibilities on most social platforms. This is the prime
reason behind creating interactive quizzes and assessments that have
become an integral part of the publication’s content strategy.
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and have never known a non-digital world; thus this generation of users is
born with the social media that has already been established. It is a known
fact that a majority of users from Generation Z have been on the World
Wide Web and social media since a young age. This makes them extremely
comfortable with technology and with engaging on social media. Brands
can use the following engagement techniques to enhance their approach to
social media marketing for this audience, Ensure superior design,
Develop active engagement opportunities, Including this
generation in the message catches their promotional offering.
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Brands today understand and perceive YouTube as the gold standard for
mobile video content. In this context, the Android application of YouTube
accounted for 80 percent of the streaming hours spent by users on social
media. Recently, YouTube enhanced some of the features of its mobile app
by adding stylish playback features, as well as making the logo and
interface more attractive for mobile users.
The four major platforms for live video content through mobile phones
currently are YouTube live channels, Facebook Live videos, live Instagram
Stories, and Twitter’s Periscope live streaming app. Among these, Facebook
Live enjoys significant traction, particularly due to the mobile-focused and
advanced controls it offers.
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2. Cite the reasons behind the statement – ‘In the realm of social media
the Chatbots are specifically used in conversations interfaces’
3. Explain how the interactive media permits audiences to engage with the
information for a diverse range of applications?
4. Cite the reasons why Interactive content can reach the specific users
and intrigue them to visit the website or blog posts that are already
created to cater to their needs?
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1. The virtual assistants such as Amazon Alexa and Google Assistant which
are a good example of -
(a) Robots. (b) Chatbots.
(c) AR Technologies. (d) VR Technologies.
3. Interactive Media has the power to impact the users on the diverse
channels of social media and this is going to have which kind of effect
on every marketing endeavor?
(a) Recommendation. (b) Immersive.
(c) Creative. (d) Powerful.
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REFERENCE MATERIAL
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Summary
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