Social Media

Marketing-
Organic
What is Social Media?
A platform where you could engage, share, spread,
interact, learn & enjoy.
Importance of Social
Media
Marketing
Increases Brand Recognition
Increases Brand Recognition

Improves Brand Loyalty

Increases Brand Recognition

Improves Brand Loyalty

Conversion Rates Are High

Increases Brand Recognition

Improves Brand Loyalty

Conversion Rates Are High

Detailed Customer Insights

What are the 5 C’s of
Social Media?
 Content

Communit
Conversion
y

Collaborati Conversatio
on n
 Content

Test what works best for you

in terms of likes, share,
comments

Memes, quotes and e-cards are

the money when it comes to
viral sharing.

Funny = Shareable
Communit
y
Conversation
Collaboratio
n
https://www.youtube.com/watch?v=wotNruuQYv4
 Conversion
• At this stage most
companies start with.
What’s my ROI (return on
investment) for using social
media?

• Conversions take a lot of

work.

• You can’t have a ROI without

 It’s time we know
Facebook a little more
better
Facts
 Facebook Demographics in India

28 crore 22 crore 6.4 crore

Potential reach: Potential reach: Potential reach:

Age 13 – 65+ Age 13 – 65+ Age 13 – 65+
Men & women
Men Women
 Age wise potential reach

Age Age Age

1.9 crore group 9.3 crore group 11 crore group
13-17 18-24 25-34

Age Age Age

3.6 crore group 1.4 crore group 93 lacs group
35-44 45-54 55+
Some more fun facts
about
Facebook
 60 seconds on
0.6 Billion Stories
internet, 1 million 90 Mn business
are viewed every
people login to pages
day
Facebook

10 Mn
8 Bn messages are
messages are sent
sent between
between people
7 Mn+ active customers and
and business
advertisers business accounts
accounts on
on messenger every
messenger every
day
month
 Let’s understand
How Facebook Algorithm
works.
But before that, what is
Facebook
Algorithm called?
 4 Factors that determine your content
ranking

The goal of News Feed is to show people the stories that are most
relevant to them.
 1.
Inventory
2. Signals
 3.
Predictions
4. Score
Checklist
1. Profile & Cover picture
size
2. Image Size
3. Username
 USERNAME
• Username should be simple

• Check if there is someone

else owning a page with the
same name

• Ensure it spells out what

your business is
4. Call to action (CTA)
5. 20% Text Rule
 Text Overlay Tool

Text overlay tool

helps us to
determine the
amount of text
that is there in
an image.
 So if the text on the
image
Is high, how would you
try to reduce the text?
Well, Facebook has a
tool for
That also!
Facebook
Grid Image
Checker
Tool
6. A good mix of various
Post and design
formats
 Using of
various
design
formats
helps break
monotony
7. When to post on
Facebook?
 Frequently asked
question;
1. How often you should
post on Facebook?
Fan base should not feel spam
Fan base should not feel spam

Look through analysis to check which

time slots and formats work the best
for posting
Fan base should not feel spam

Look through analysis to check which

time slots and formats work the best for
posting
Keep experimenting from time to
time to check If you are missing on a
slot or a format
Fan base should not feel spam

Look through analysis to check which

time slots and formats work the best for
posting
Keep experimenting from time to time
to check If you are missing on a slot or a
format
The trick is not to focus on quantity, but
quality. And you can always back well
performing posts with media spends
Let’s compare some
Famous brands on
Facebook
 Frequently asked
question;
2. What is the difference
between follow a page
and like a page?
• Someone who likes a Page
can choose to un follow the
Page. In that case the
person is still shown as liking
the Page, but they will not
see all of the Page's posts.
• It’s also possible for
someone to choose to follow
a Page but not like it. So it is
possible to follow a page and
to not like it.
• When you follow a page you
get to see the brand post on
newsfeed section
 Frequently asked
question;
3. How to create
automated messages
on Facebook?
Step 1
Step 2
Step 3
 Frequently asked
question;
4. Difference between a
grey and blue
verification?
 Frequently asked
question;
5. Can a brand change
its name on Facebook
and Instagram?
• You can change Facebook
page name once in seven
days

• Instagram can be done

immediately
This or That?
BMW MARUTI SUZUKI
Alibaba Ebay
Successful engagement
campaigns
Toyota’s “Feeling the street”
Airbnb’s where will you travel
 Successful Contest

Real beauty should

be shared
 Do you know why
brands
Create 2 or more pages on
Facebook?
It’s time we create a
Facebook Page
Step1
Step 2
Step 3
 Are you aware of
different
formats in which we can create
a post?
 Design Formats
• Photos/ Videos
• Photo Album
• Photo Carousel
• Slideshow
• Instant Experience
Can we schedule a
post?
 Yes, we can! Let’s
explore
How can we do that?
 Step 1:
Upload the
picture
 Step 2:
Click on
Schedule
Step 3: Set
a date and
time
 Once the
post is
schedule
you could
reschedule
the same
Decoding Instagram
as a social media
platform
 Instagram Demographics

2
crore
7 crore 5.1 crore 1.9 crore

Potential reach: Potential reach: Potential reach:

Age 13 – 65+ Age 13 – 65+ Age 13 – 65+
Men & Women Men Women

7 crore
Brand Awareness

Attracting New Prospects

Customer Delight

Customer Retention &

Loyalty
 Some great engagement!

54x 84x
10x More More
More than than
Facebook Pinteres
than
t Twitter
Facebook vs Instagram

Brand personalities
 Facebook Instagram
• Older age group • Younger age group
• Even distribution of household • Niche, luxury, high end brand
income • Lesser global penetration
• Higher global penetration • Higher engagement
• Lesser engagement • Content – positive, surprises
• Content – humour, sharing, • Beauty products, fashion
discussing
• Services
Instagram Checklist
 1. First step on Instagram

• Monitor popular events and interesting hashtags related

to your business

• See what your competitors are doing:

- Hashtags, tonality, captions
 2. Essentials

✔ Profile photo – brand

logo
✔ User Name
✔ Bio says who you are
 Essentials

✔ Call to action

✔ Story Highlights
3. Insta Grids
Thinking how grids are
uploaded?
Well there is a tool for
that
as well!
 Insta Grid Maker Tool

• You can get this app

and design a grid for
your account.
 You could unlock more features by switching
to an Instagram Business Profile

• Make sure your account is

connected to a business email

• Switch to an Instagram
business profile-

- Instagram Insights

- Additional contact fields in your bio

- Include links in Instagram stories (only

if you have 10,000+ followers)
 4.Links for
sales
Make it easy for fans to buy

Include your website

link every post or direct
them to a link in your
bio

Brand your posts with

the company logo and
website
5.What to post on Instagram
 Images

Use high resolution

images
 Videos

On Instagram videos can

be only be posted up to 1
minute
 Product

Your product is the

key
 Your business

Behind the scenes

Celebrations in office
 Colour Theme

Maintain a “Colour
Theme” for your
account and grid.
 Captions

• Make use of the 3 lines

and 130 characters
before the “more” link

• Get a Call To Action in

the first 50 characters
 Offer codes

Share coupon codes

specific to Instagram to
track sales derived via
this sales channel!
For example: INSTA10
Boomerangs
for
engagemen
t
6.Relevant hashtags
Relevant hashtags
 There are tool to find
Hashtags to.. Let’s see..
1.Photerloo
Keyword & hashtag
finder
2. Keyword Tool
Hashtag finder
 Search hashtags
• It’s always a good practice to
search for hashtags that are
common and uncommon
• Posting a mix of both might
help your account to rank
organically
 Post
hashtags
 6.When to post on
Instagram?

The audience is usually active between 9am to

12am.
There is no correct time to post, it completely
depends from brand to brand, holidays,
weekends, festivities,
good weather vs bad weather.
Insta Stories
 Instagram Stories

400 million 20% of posted Helps your Less efforts are

stories brand stay top spent in
daily users resulted in of mind – creating
direct maintain stories. Helps
interaction visibility in real-time
with users sessions marketing
Beauty of Instagram
Story
Lies in the way it is
narrated.
Insta Stories - Mercedes Benz
Insta Stories - Mercedes Benz
Highlights - Rawpressery
Highlights - Rawpressery
Insta Live
More ephemeral
experience than
stories.
Instagram Algorithm
 • Instagram will prioritize
Interest & posts it believes to be of
Relevanc more interest or has the
y greatest relevance to
other post you have
engaged with
• Instagram considers
timeliness to be
important for Instagram
is no
prioritizing and will
longer
reorder only the new chronologi
posts between a user’s cal
current visit and last
visit
 • Relationships and
relevancy matter
Relationship showing you the
s Instagram accounts
that you interact with
• The relationship factor
takes into account a
user searching for a
profile, then ranks that
profile higher in the
feed moving forward
 • Instagram
doesn’t look
at photo or
video
content
Images differently
vs • ( Here video
Videos content
won’t rank
higher unlike
other
platforms)
 • Instagram
gives the
same visibility
to both
Personal personal and
business
vs accounts
Business • What matters
profile to Instagram is
the kind of
Content you
are generating
Let’s look at some amazing Instagram

accounts!
 Athleta - #NationalBestFriendDay

Contest coinciding with an important social media day

 Casper – Virtual pillow fight

Winner get internet fame & glory!

Amul_india – User generated
content
Mercedesgla – User generated
content
Wedding Sutra – User generated
content
Practo – memes / brand look and
feel
upgrad _edu – quotes & student
testimonials
Tripoto community – contests/
Wander Images
Follower analyser - Android Command - iOS
Instagram it, always!
 Class Activity

• Make an Insta story

LinkedIn
Importance of LinkedIn
 Any guesses on why
LinkedIn
is better than others?
 1. Hire

Finds and attracts Targets the right Showcases

the world’s best person with the employer brand
talent right job and culture
 2. Market

Sharing meaningful
content which builds trust
 Sell

Use your company’s

Find and engage with connections to generate
buyers leads
When should a brand
opt for
presence on LinkedIn
 LinkedIn Facebook
LinkedIn is a good platform to Facebook is a good platform to
portray company’s culture showcase the products
Asian Paints Facebook Asian Paints LinkedIn
 LinkedIn is basically a Lead gen
magnet

93% of B2B 64% of

Most expensive marketers feel corporate
Niche
medium to that LinkedIn website visits
audience is the best place
advertise originate on
to win leads LinkedIn
What kind of content
works
For LinkedIn?
 Content that is Organizational
interesting and not thought
sale oriented leadership –
through the
ethos of your
organisation

Product
thought
Industry thought leadership –
leadership – news and giving
trends consumers
the best
solution
Examples of some
famous
Brands on LinkedIn
Google Ads
Infosys
Wipro
 Lets create a
LinkedIn page
Step 1
Step 2
Step 3
 LinkedIn business page checklist

• Create a company page

• Company name
• Upload iconic, professional company image
• About us – company description (add keywords)
• Add website url
• Company size, industry, year founded, Company type
• Add office locations
• Increase your page followers – start with employees
• Integrate LinkedIn on your website
LinkedIn Personal
Profile
Examples of popular accounts
Jason Miller - Head of Brand Marketing,
Microsoft
Ryan Holmes - CEO at Hootsuite
Pinterest
Marketing
 • 291 million users in the world
• 50% users are from US
• 81% women, but its rapidly changing as 40% of new
Statistics sign-ups are men
• Millennials use Pinterest the most
• 2 billion monthly search queries on Pinterest
 Facts that you will find interesting

189 Audience Female Male

reachable 77% audience 14% audience
MN by adverts

Population Of users
3.1% reachable 31.3% between
above 13 25-34
MYTHS
Only women are on Pinterest

Only food and wedding content

No time for another social network

It’s too complicated

FACTS
A Pinterest user spends 14.2 minutes pinning every time
they log in

Your content pops up in the Pinterest feed 4 or 5

months after it was first pinned

Visibility and traffic only increases with time

Great engagement
Pinterest Algorithm
Domain – business account, claim website, rich pins

Pin quality – design, repins, comments & click through

Pinner quality – frequency of pinning

Relevance – keywords, board and profile (name &

description)
Pinterest for business
Pins go viral - the word of mouth effect

Can increase traffic

Can increase leads

Can increase sales

Analytics

Rich pins

Promoted posts
 1. Rich Pins
There are 2 types of
pins on Pinterest: 2. Article Pins
Rich
Pins
 Rich Pins
● They give you valuable traffic
generating information and is
the best direct strategy for
growing your sales on Pinterest
Brands that use Rich Pins
Brands taking advantage of Rich Pins notice

jump in their pin ratio

 Rich Pins Include

1. Real time price

2. Real time stock update
3. Direct links to the site
4. Interactive map locations
Urban Outfitters- Product Pin

Official link to the

store’s site

Updated price and stock

availability information
 Why Rich Pins?

● Rich Pins helps you to get real-time information

that gets automatically updated on your pins
● It helps more people to reach to your site
because your site will be linked to your Rich Pins
Article
Pins
 Article Pins
● Article Pins let you show the
headline or title, the description
and the author of your article or
blog post
● Types of article pins:
○ listicle pins
○ movie pins
○ place pins
○ recipe pins
○ app pins
 Listicle Pins
● These are usually informative
and as the name suggest, have a
listicle containing information on
the relevant topic
 Movie Pins
● These include cast members,
reviews, and ratings to help the
audience know more about the
movie
 Place Pins
● These pins include a map,
address, and contact information
of the places people would
ideally search for a vacation
 Recipe Pins
● These pins include ingredients,
preparation and cooking times,
and serving information of
delicious food around the world
 App Pins
● App pins helps to get
engagement on a pin and gives
an opportunity to gain a client
to install the featured app on
their device
 SEO for
Pinterest
1. Research Keywords
2. Add your keywords
to your Pin titles
 3. Add your keywords
to your Pin description
4. Add your keywords
to your Pin image file
name
To get access to Pinterest Analytics
you need to verify your website first
Verifying your account helps you gain
authority and build trust
 Pinterest Analytics
● It helps you understand your
overall presence on Pinterest
Case Study
Nike Women
Nike Women
Include a direct link to
website
Put your most popular
boards on top
 Keep your content
updated and relevant
Create a seperate
board just for blog
posts
 Pinterest Campaign
Inspiration Day by Kotex
 Pinterest
Image Sizes
 • Homepage – boards, users and favourite topic
• My profile - personal boards and pins
• Notifications – new posts from followers, new followers

Basic •
and friends activity
Private messages
details • On searching – you see search terms, people and board
• Make board – add pins to it (you can also search more
ideas for pins)
• Add link if from website or upload a photo
Brand Success Stories
 Kotex Pinterest Case Study

https://www.youtube.com/watch?v=UVCoM4ao2Tw
Pinterest & SEO
 Pinterest is SEO
friendly
• When you search for DIY décor
on Google, Pinterest as a
platform can show up.
• On clicking the link it leads us
to the Pinterest page that can
be accessed for sometime and
then it asks us to log in
• But if we want to access
someone’s timeline on
Facebook we can’t do it via
Google. The profile has to be
public or you have to be
friends.
BuzzFeed
Snapchat
Marketing
 Daily active users about
Users 200 million
(half of Instagram which is 400
million)

Popular public figures Most

• Selena Gomez: 133 million followed
followers
• Cristiano Ronaldo: 121 million
followers
 Snapchat
is a fast and fun way to share moments with friends and family. It opens
right to the camera letting you send snaps in seconds!
 Facts that you will find interesting

433 Audience Female Male

reachable 59% audience 39% audience
MN by adverts

Of Gen Z
49.8 Reach in and
India 75% Millennials
MN
usage
Millenials spend more time on
Snapchat
than on Facebook and Twitter
 Profile
● Snapchat profiles are very basic,
containing little more than a
person's username and profile
picture
● It is like your digital identity
Types of
Profiles
 Private Profile
● Also called My Profile
● Features the users Snapchat info
like the location on Map, friend
info, etc.
 Friendship Profile
● Friendship Profile can be
accessed by swiping right from
the camera screen and tap on a
friend’s Bitmoji icon
● Snaps and messages you’ve
saved are shown here, just for
you and your friend
 Group Profile
● Group Profiles showcase your
saved Snaps and Chats within a
Group Chat
● You can chat with your friends
and don’t have to worry about
deleting chats as they disappear
in time
 Public Profile
● This profile allows the user to
showcase the content to the
entire world
● Can only be created by a user
over the age of 18
● In addition to increased visibility,
a Public Profile grants access to a
handful of tools
Features only accessible
by public account
 Highlights
● Highlights lets you showcase
collections of your favourite
Public Snaps, photos and videos
right on your profile
● It is like a collection of your
chosen posts which does not
disappear like the normal posts
do
 Subscriber Count
● As the name suggests, this
feature shows the subscriber
count of your public account
● You can decide whether or not
you want your subscriber count
to be visible on your Public
Profile
 Dove
https://www.mmaglobal.com/case-study-hub/case_studies/view/46398
Types of features you can
explore on Snapchat
 Map
● Allows users to connect to your
friends or people that might me
around
● Users get to know the breaking
news or get the latest trends
using snap Map
 Chat
● It is an instant messenger for
individual and group chats.
● Messages disappear after they
are viewed.
 Snap
● Snapchat lenses allows users to
add animated special effects to
your photos or videos
● These filters are can be
interactive and jazz up the snap
 Stories
● The Stories section of Snapchat
showcases photos and videos
that the user would like to share
with all their Snapchat friends
● Custom Stories allow groups to
create Stories together.
 Discovery
● Snapchat Discover is a page on
Snapchat that's basically a news
feed. On it, you'll find content in
the story format from news
publishers
● It's almost like a personalized
home screen
 Types of engaging
content on Snapchat
 Photos
● Photo posts on Snapchat are
basically a single,still picture
which might be embellished with
stickers, gifs, etc.
● They are the most basic form of
posts on this platform
 Videos
● Including many types of
engaging content, videos include
sound and moving images.
 Stories
● Stories can be both video and
image
● They are basically, a post which
disappears within 24 hours
● It is great to promote limited
period offers
 Behind the Scene
● These video posts intrigue the
audience and give them a sneak
peek of what is to arrive in the
near future
● They help create a hype or buzz
around the topic
 Motivation
● Also created on both formats,
these type of posts are
inspiration
 Reviews
● Review posts are stories, usually
videos, in which brands tie up
with influencers
● These influencers then review
the product and post these clips
on the platform
 Filters
● These posts are pictures or
videos using a filter which is
available on the platform
● Fun and quirky, these filters help
endorse brands or even
particular products
 Popular brands
who use Snapchat
Netflix - House of cards
Netflix - Narcos
Dunkin Donuts- Valentine’s Day filter
Dunkin Donuts - National Donut Day
Taco Bell
Taco Bell
Coca Cola
Coca Cola
✓ Partner with influencers
✓ Make tutorial videos
✓ Create behind-the-scene stories and
videos
✓ Analyze your insights
✓ Offer incentives for the user who
follow you on the app
× Don’t post content which does not
fit the image of the brand
× Avoid long and multiple stories
× Overuse filters in the content posted
× Don’t post same type of content
Tracking Live Stories
Audience Tracking
Competitor Tracking
BMW
 Users 120 million active users in
India

Make and share short Why

videos
• Music videos 3-15 secs
• Looping videos 3-60 secs
TikTok Marketing
Pepsi-TikTok “har goont mein swag” challenge
Celebrities told people to share their version of the dance
on TikTok
24 hours | 15000 videos | 240 million views
Shein on TikTok
Vivo on TikTok
 Different hashtags on
TikTok

• Hashtags on TikTok
work in the same way
as FB and Instagram
Cross Platform
Comparison
Channels Formats How it works Tips

Instagram Images, Videos, Stories, Interest, Timeliness , Create useful content

IGTV, Carousel, Live videos Relationship use hashtags, mentions
creative animations,
Location

Facebook Images, Videos, Stories, Based on friends & family, Use live videos to get more
Events, Carousel, Live Groups & Businesses. engagements. Behind the
videos scenes
Stories of customers,
Employees.
LinkedIn PDF’s, Images, Videos, Text, Connections interaction, Professional content which
Links content type, engagements can help the user learn
something new
Stats
YouTube Videos Content, Title, descriptions, Use Google for keywords:
Thumbnails, tags, Optimize videos
interactions
Channels Formats How it works Tips

Quora Text, Images Useful answers, Up Follow relevant

votes, personal stories questions
Use longer format of
text
Include research,
experiences
Pinterest Info graphics, Images, Usefulness, Quality Create step by step
links of image, relevancy info graphic, images,
Use stats and number
Tik Tok Funny videos, Content you like, Create, share short
educational or skill customized for you. interesting videos,
videos Content you likely funny
enjoy videos
Tools used for social media posting
 Best
Practices
Define your brand persona
Define your brand persona

Create the final campaign goal

Define your brand persona

Create the final campaign goal

Understand your target audience

Define your brand persona

Create the final campaign goal

Understand your target audience

Determine the content type and format for

the campaign
Get creative with the content to be produced
Get creative with the content to be produced

Organise the content in a content calendar

Get creative with the content to be produced

Organise the content in a content calendar

Post content regularly

Get creative with the content to be produced

Organise the content in a content calendar

Post content regularly

Keep a check on the responsiveness of

each post
 Class Activity
Campaign plan for your brand using
effective social media platforms

Define the objective of your campaign

along with it’s duration
Suggest relevant hashtags and story
line
Thank You