Lecture # 1

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Heads Marks
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Attendance: 8 Sessions 2 Marks (2X8=16) 16
Assignments: 6 Assignments 5 Marks (6X5=30) 30
Quizzes: 4 Quizzes 5 Marks (4X5=20) 20
Class Participation: 04 Marks 04
Project Report: 20 Marks 20
Case Study Video: 10 Marks 10
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Total 100
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The Goal of Social Media Marketing

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1. Sales / Conversions & Business
▪ MTNUT

● No Money - Discounts/Credit/Lease/

● No Time - Doorstep/Online/Flexible Time

● No Need - Product Knowledge/Expert

● No Urgency - Artificial Urgency

● No Trust -
Warranty/Guarantee/Testimonials/Reviews/Certificatio
ns
2. Traffic / Visitors
3. Branding/Presence / Visibility
4. Lead Generation / Inquiries
5. Cost Cutting / ROI
6. Consumer Behavior / Data Analysis / Research / Precision Marketing
7. Influencer Marketing
8. Remarketing / Retargeting
9. Affiliate Marketing
10.Email Marketing
11.Marketing
12.Advertising
13.Branding / Awareness / Positioning / Recall
14.Support (Brand Advocacy)
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Facebook Ad Objectives
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1. Awareness [Show your ads to people who are most likely to remember them.]
a. Reach [Reach the maximum number of people who may be interested in your
brand]
b. Brand Awareness [Reach people who are more likely to remember your brand]
c. Video Views [Reach people who are more likely to watch your video]
d. Store Location Awareness [Reach people using the physical location of your
business, organization, or set of stores]
2. Traffic [Send people to a destination, like your website, app, or Facebook event.]
a. Link Clicks [Get people to click on a link to your website, app, or Facebook
event]
b. Landing Page Views [Get people to view content on your landing page]
c. Messenger and Whatsapp [Send people to Messenger, or WhatsApp to start a
conversation with you]
d. Calls [Get people who may be interested in your business to call you]
3. Engagement [Get more messages, video views, post engagement, Page likes, or event
responses.]
a. Messenger, Instagram, and Whatsapp [Encourage people to start a
conversation with you]
b. Video Views [Reach people who are more likely to watch your video]
c. Post Engagement [Get people to interact with your posts]
d. Conversions [Get people to your content, contact your business, add to
wishlist, or another action on your website or app]
4. Leads [Collect leads for your business or brand.]
a.
b. Messenger [Find people willing to share their contact information and other
details through chat]
c. Conversions [Get people to share their contact information, complete a
registration form, submit an application or take another action on your website or
app]
d. Calls [Get people who may be interested in your business to call you]
5. App Promotion [Find new people to install your app and continue using it.]
a. App Installs [Get people to install your app]
b. App Events [Get people to make an in-app purchase or take another action in
your app]
6. Sales [Find people likely to purchase your product or service.]
 a. Conversions [Get people to add an item to their cart, make a purchase, start a
subscription or take another action on your website or app]
b. Catalog Sales [Get people to buy products or services from your cataglog]
c. Messenger and Whatsapp [Get people to initiate a purchase through
Messenger, Instagram, and WhatsApp]

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Graphic Design
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Types of Graphic Design Tools

1. Vector Graphics
2. Raster Graphics

Types of Images
1. JPG/JPEG
2. PNG
3. GIF

Canva Tutorial
1. Image Editing
2. Uploading Your Own Image
3. Writing Text on Image
4. Resizing Image (Custom Size)
5. Watermark
6. Cropping Image
7. Removing / Erasing

Creating Impactful & Engaging Images

● Clearly Readable Font & Text
● Contrast Font Color
● Overall Contrast Color of the Image with where it is going to be placed
(Platform)
● Image Size and weight is very Important
● Your Logo / Brand Name (Watermark)
● Relevance - Relevance - Relevance
● KISS Principle
● Use of Royalty-Free Images
● Portrait vs Landscape
● Utilization of Negative Space
● Remember the Purpose of the Images/Photo
Useful Online Graphic Design Tools
1. Canva.com: Great for Graphic Design especially Editing
2. Remove.bg: Removing Background from Images

Social Media Image Sizes: https://blog.hootsuite.com/social-media-image-sizes-

guide/

Facebook Image Sizes

Ad SIzes:
Maximum file size: 30 MB (4 GB for Video)
Maximum image size: 600 x 600 pixels
Resolution: at least 1080 x 1080 pixels; no maximum resolution

Twitter Image Sizes

Linkedin Image Sizes

Linkedin Company Image Size

Pinterest Image Size

Instagram Image Size

Instagram Story Size

Youtube Image Size

Youtube Thumbnail Size: 1280x720

Sample Ads
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Assignment # 1 (https://forms.gle/ieQ2iHdLuDnajg7a7)
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Creating Banners for Social Media 1080X1080

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