BITS Pilani

Pilani Campus

Digital Marketing

BITS Pilani Nirankush Dutta

Pilani Campus
 BITS Pilani
Pilani Campus

Social Media Marketing

10/30/2023 Digital Marketing

 Introduction

India World

90%
Internet Penetration 28% 46%

77%

69%
Social Media Penetration 10% 31%

68%

65%

58%
Social Media Users 136 Million 2.31 Billion

55%

55%

51%

50%
(Kemp & We Are Social, 2016)

1590
Monthly Active User (Million)

Facebook
Google Plus
Twitter Increased exposure Increased traffic
540 LinkedIn Developed loyal fans Provide marketplace insight
330 Generated leads Improved search rankings
100 Grown business partnerships Established thought leadership
Improved sales Reduced marketing expenses
Social Media Site
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BITS Pilani, Pilani Campus
10/30/2023 Digital Marketing
BITS Pilani, Pilani Campus
 An advanced technology which utilizes RSS Feed, Adobe
Flash and AJAX to facilitate software developers and end-
users in their attempt to utilize World Wide Web (WWW)
for creating, publishing and modifying contents in a
Web 2.0 participative and collaborative fashion (A. Kaplan &
Haenlein, 2010)

Social
Media User
Generated
Content
Creative contents of individuals, working outside their
professional routines and practices, published on a publicly
accessible website or on a social networking site which
makes it available to a selected group of people qualify as
UGC (OECD, 2007)

10/30/2023 Digital Marketing

BITS Pilani, Pilani Campus
Classification of Social Media
Media Characteristics (Social presence / Media richness)
Low Medium High
Social Networking Virtual Social
High Blogs Sites (e.g. World (e.g. Second
Social Process
Facebook) Life)
(Self-presentation /
Collaborative Content Virtual Game
Self-disclosure)
Low Projects (e.g. Communities (e.g. Worlds (e.g. World
Wikipedia) YouTube) of Warcraft)

10/30/2023 Digital Marketing

BITS Pilani, Pilani Campus
Definitions
• Social Media
– Characterized by the democratization of information,
transforming people from passive readers to content creators
and empowering them to disseminate knowledge in a many to
many communication platform. Internet based applications,
platforms and media which employ Web 2.0 technology to
facilitate interaction, collaboration and content sharing
constitute Social Media
• Social Media Marketing
– Social media marketing is the utilization of social media
technologies, channels, and software to create, communicate,
deliver, and exchange offerings that have value for an
organization’s stakeholders

10/30/2023 Digital Marketing

BITS Pilani, Pilani Campus
Definitions
• Social Commerce
– Exchange-related activities that occur in, or are influenced by, an
individual's social network in computer-mediated social
environments, where the activities correspond to the need
recognition, pre-purchase, purchase, and post-purchase stages
of a focal exchange (Yadav et al, 2013)
• Social Network
– Networked communication platform in which participants have
uniquely identifiable profiles that consist of user-supplied
content, content provided by other users, and system-level data;
can publicly articulate connections that can be viewed and
traversed by others; and can consume, produce, and interact
with streams of user-generated content” (Ellison & Boyd, 2013)

10/30/2023 Digital Marketing

BITS Pilani, Pilani Campus
Defining Characteristics of Social
Media
• Web as platform
• User participation and user-generated content
• Crowdsourcing
• Network effects
• Scalability
• Perpetual beta
• Reputation economy

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BITS Pilani, Pilani Campus
Important Terminologies
• Social media amplification
• Cross-pollination
• Digital footprint
• Lifestream

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BITS Pilani, Pilani Campus
Consumer Perspective of Social
Media Marketing
• Roles
– Connectors
– Salesman
– Seeker
– Maven
– Self-sufficient
– Unclassified
– Gartner, 2010

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BITS Pilani, Pilani Campus
Benefits to Consumers
• Reduced price
• Better and faster resolution of complaints
• Power to consumer
• Relationship development with vendor
• Assisting other consumers
• Better knowledge about vendor
• Easy communication

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BITS Pilani, Pilani Campus
Media Types
• Paid
• Owned
• Earned

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BITS Pilani, Pilani Campus
Zones of Social Media

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BITS Pilani, Pilani Campus
Vehicles in Social Media Zones

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BITS Pilani, Pilani Campus
10/30/2023 Digital Marketing
BITS Pilani, Pilani Campus
Brand Applications Across Zones

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BITS Pilani, Pilani Campus
 Zone Paid Media Earned Media Owned Media
Social community Ads Conversations, Controlled
shared content, profiles
influence
impressions,
likes, fans

Social publishing Endorsements, Embeds, Corporate blogs,

branded channels comments, branded media
shares, links, sharing sites
search rankings

Social Social game ads In-game Advergames,

entertainment interactions branded ARGs
Social commerce Sales promotions Reviews/ Social storefronts
ratings,
referrals, group
buys, social
shopping

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BITS Pilani, Pilani Campus
Social Media Marketing Planning

Business Goals • Lead generation, sales, and cost reduction

• Consumer satisfaction and the chance of referrals/repeat

Customer Service Goals business.

Product Goals • Research, design, and enhancement.

Communication Goals • Build your brand personality and reputation

Marketing Goals • Branding, awareness, and engagement.

Goals of Social Media Marketing

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BITS Pilani, Pilani Campus
Social Media Strategy Framework
• People

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BITS Pilani, Pilani Campus
Social Technographics

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BITS Pilani, Pilani Campus
Social Media Strategy Framework
• People
• Objectives
• Strategy
• Technology
- Forrester, 2007

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BITS Pilani, Pilani Campus
Social Media Marketing Planning

• Conduct a situation analysis

 Review the firm’s environmental and SWOT analyses.

 Review the existing marketing plan and any other
information that can be obtained about the company
and its brands.
 Review the firm’s objectives, strategies, and
performance metrics
 Are there linkages between direct strategy and social?

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BITS Pilani, Pilani Campus
Social Media Marketing Planning

• Conduct a situation analysis  What activities can be tied to

social media?
 What resources can be
directed to social?
 Is the organization prepared
for social?
 Who are our customers? Are
they social users?
 Who are our competitors?
What social media activities
are they using?
 What key trends may affect
our decisions?

10/30/2023 Digital Marketing

BITS Pilani, Pilani Campus
Social Media Marketing Planning

• Conduct a situation analysis

 Task (what is to be
• State objectives and specify accomplished)
budget  Measurable quantity (how
much)
 Time frame (by when)
 Ensure accountability
 Demonstrate financial
contribution of marketing
efforts
 Help us to work smarter and
more efficiently

10/30/2023 Digital Marketing

BITS Pilani, Pilani Campus
Social Media Marketing Planning

• Conduct a situation analysis

• State objectives and specify
budget  Which segments should we
• Gather target audience select to target?
insight  In which zones and
communities do they
participate?
 How do they use social media?
 What is important to them?

10/30/2023 Digital Marketing

BITS Pilani, Pilani Campus
Social Media Marketing Planning

• Conduct a situation analysis

• State objectives and specify
 Considering our objectives,
budget
budget, overall direct strategy
• Gather target audience and segment insight, which
insight zones should be used and
• Select social zones and how?
vehicles  Social relationship
 Social publishing
 Social entertainment
 Social commerce

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BITS Pilani, Pilani Campus
Social Media Marketing Planning

• Conduct a situation analysis  What are the campaign goals

and/or communication tasks?
• State objectives and specify
 What is unique and special about
budget the brand’s position in the
• Gather target audience marketplace?
insight  Who is the target audience?
What do you want the audience
• Select social zones and
to do? Do you want them to talk
vehicles to the brand? Create and share
• Create an experience- content?
strategy / tactics  Is there another group of people
who can persuade the target
audience to follow them?

10/30/2023 Digital Marketing

BITS Pilani, Pilani Campus
Social Media Marketing Planning

• Conduct a situation analysis

• State objectives and specify
budget  What are the existing creative
• Gather target audience assets? How can the brand’s
insight creative foster a social experience
and be repurposed for social?
• Select social zones and
 How can we integrate with other
vehicles branded media being used by the
• Create an experience- organization, and how long do we
strategy / tactics have to execute?

10/30/2023 Digital Marketing

BITS Pilani, Pilani Campus
Social Media Marketing Planning

• Conduct a situation analysis  What experiences are possible

• State objectives and specify given target market needs and
budget motives, the available channels,
and the creative assets? How can
• Gather target audience we design these experiences to
insight maximize device portability and
• Select social zones and access?
vehicles  What content will be needed?
Comments? Questions and polls?
• Create an experience- Video? Images? Stories? Apps?
strategy / tactics  How will experience engagement
be extended and shared
throughout the social channels?

10/30/2023 Digital Marketing

BITS Pilani, Pilani Campus
Social Media Marketing Planning

• Conduct a situation analysis

• State objectives and specify
budget  How do we make the plan
happen?
• Gather target audience  Who is responsible?
insight  What is the timing?
• Select social zones and  What budget is needed to
vehicles accomplish each objective?
• Create an experience-  How do we ensure the plan is
consistent with our larger
strategy / tactics
objectives?
• Establish an activation plan

10/30/2023 Digital Marketing

BITS Pilani, Pilani Campus
Social Media Marketing Planning

• Conduct a situation analysis

• State objectives and specify
budget  What metrics will allow us to
• Gather target audience assess effectiveness?
insight  How will we collect the data to
assess?
• Select social zones and
 Standards of conduct
vehicles  Disclosure requirements
• Create an experience-  Standards for posting corporate
strategy / tactics information
• Establish an activation plan
• Execute and measure
campaign
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BITS Pilani, Pilani Campus
LARA Framework
• Listen to customer conversations
• Analyze conversations
• Relate information within enterprise systems
• Act on customer conversations

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Motives of Social Media Activity
• Affinity
• Altruism
• Personal utility
• Contact comfort and immediacy
• Curiosity
• Validation

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BITS Pilani, Pilani Campus
Stages of Social Media Maturity

Trial Phase

Transition Phase

Strategic Phase

10/30/2023 Digital Marketing

BITS Pilani, Pilani Campus
10/30/2023 Digital Marketing
BITS Pilani, Pilani Campus