Module 3

INTRODUCTION TO SOCIAL
MEDIA MARKETING
Unit 1: How internet evolved into Social Media
Unit 2: Defining Social Media Marketing
Unit 3: Introduction to Most Popular SNS platforms
Unit 4: Content Planning for Social Media
SOCIAL MEDIA.
Copyrights © 2022 – Asia Pacific Institute of Digital Marketing
Brands also be a part of trending conversations
MODULE 3

INTRODUCTION TO SOCIAL
MEDIA MARKETING
UNIT 1 : How internet evolved into Social Media
Most Influential Tech Leaders Today? Or?
Question 1

Who Invented the WWW ?

(World Wide Web or The WEB)
Who Invented the WWW? – Sir Timothy John Berners-Lee (1989)
 Internet Vs the WEB

• Internet – a global network

connecting millions of computers

• World Wide Web (the Web) – an

information sharing model that is
built on top of the internet
Content
Creators
CONTENT
CONSUMERS
What is Social Media?

Web 1.0 – 1994 to 2004

Content Creators
What is Social Media?
Web 2.0 – 2004 and Beyond
Content Creators Content Consumers
What is Social Media?
Web 2.0 – 2004 and Beyond
Content Creators
 What Happens on The Internet?

⚫ http://www.internetlivestats.com/
First Social Media Site – (1997)
Importance of Social Media
YouTube is the next TV
Importance of Social Media
MODULE 3

INTRODUCTION TO SOCIAL
MEDIA MARKETING
UNIT 1 : Defining Social Media Marketing
So What is Social Media?

“Social Media is
people having
conversations online”
What If?
your brand could win a place in these conversations?

“Conversations with
advocates increases purchase
intent by 2 to 7 times
depending on industry and
brand” Brand Advocacy Dashboard
Social Media Vs Social Media Marketing
• Social Media is the Vehicle, Social Media Marketing is what you
do with the Vehicle.

• the activities that modern marketers do on social media platforms

to reach and engage their audiences.

• a marketing channel and activity (or set of activities) that

marketers use to connect with fans, customers, prospects, and
partners.
Social Media Marketing

“Is the marketing effort of securing a place for

your brand, in the online conversations
taking place on social media web, and
hence increasing the ‘likeability’ of your
brand”
Social Media Vs Traditional Media
Social Media Marketing
Social Media Marketing Goals/Objective
MAP YOUR GOALS TO THE CUSTOMER LIFECYCLE
Why SMM Across Customer Lifecycle?
Social Media Measurements
MODULE 3

INTRODUCTION TO SOCIAL
MEDIA MARKETING
UNIT 3 : Introduction to Most Popular SNS platforms
Facebook

• A truly social platform, Facebook is - friend, community and interest-

based.

• It can be a great way to communicate and interact both individually

and end masses.

• It has a variety of methods to connect with users(pages, groups,

events), and a unique advertising system to promote both internal
pages and external websites.

• Marketing Implication - Think of Facebook as being a place online

that users can “hang out” with friends, and what role your website or
brand can play in that.
Mobile Focused Contents
Instagram
• What seems like a simple photo app is quickly becoming much more.

• Almost purely visual, Instagram is a popular photo-sharing

application that integrates with other social media platforms.

• If your website is very visually-oriented, sharing photos with users via

Instagram is an easy way to establish your content, brand and value.

• A social networking site that allows users to share pictures and short
videos using their mobile device.
Instagram is a visual based platform
LinkedIn
• The standard in professionally-oriented social media, LinkedIn provides
value for individuals (as an online resume, job-hunting, networking and
communication tool), companies (as a branding, job posting and
communication tool), and groups (in an open or closed format, for
communication and networking).

• For B2B and professional interactions, LinkedIn is the most popular

platform.
What Brands do on LinkedIn
Pinterest
• Predominantly a visual tool, Pinterest is a content-
sharing platform that allows for individual user
accounts as well as branded pages.

• Traditionally, Pinterest content is oriented around

food, design, fashion, and DIY projects.
https://www.pinterest.com/AstraSriLanka/
Tik Tok
YouTube
TVC optimized for YouTube
Video Created for YouTube
MODULE 3

INTRODUCTION TO SOCIAL
MEDIA MARKETING
UNIT 4 : Content Planning for Social Media
Step 01 - Identify & set your Objective
Thank You !
Chandranath Gamage
Bsc Marketing Management USJP
COPYRIGHTS NOTICE
All the content on this PowerPoint presentation is developed by
the Asia Pacific Institute of Digital Marketing (APIDM). APIDM
holds the intellectual property rights for all the content,
illustrations, models and other forms of information unless or
otherwise mentioned on each individual slides attributing the IP
rights for other individuals and/or organizations.
APIDM has authorized the resource persons assigned for
conducting classes at APIDM to use this PowerPoint
presentation deck as teaching materials. A PDF version of the
same will be made available for the students of this course
solely for the study purposes.
Use of the content of this PowerPoint presentation in whole or
in parts for purposes other than what is mentioned above is
prohibited and will be considered as breach of IP rights of
APIDM.