CCW332 DIGITAL MARKETING Vertical V - Creative Media Professional Elective B.E-CSE UNIT-4COURSE OBJECTIVES a4 oo s> + The primary objective of this module is to examine and explore the role and importance of digital marketing in today's rapidly changing business environment. * Italso focuses on how digital marketing can be utilized by organizations and how its effectiveness can be measured.UNIT IV SOCIAL MEDIA MARKETING <> Social Media Marketing - Social Media Channels - Leveraging Social media for brand conversations and buzz. Successful / benchmark Social media campaigns. Engagement Marketing - Building Customer relationships - Creating Loyalty drivers - Influencer Marketing,Social Media Marketing ‘OD rio Ss? *Social media is defined as the way people interact and communicate online utilizing platforms developed specifically for community-based networking. It refers to the process of gaining traffic or attention through social media sitesSocial Media Marketing - History Se * The development of social media networks started primarily with the need to share basic news, events, information, which happens between individuals and groups. * The earliest form of social networks were known as Usenet systems developed in 1979 by Tom Truscott and Jim Ellis, which let users post articles or posts (referred to as news) to newsgroups. * Sites such as Google and Yahoo groups use many of the conventions established by original Usenet systems.Social Media Marketing - History ao se * The road to exponential growth of social networks slarled in 2002, with the launch of Friendster.com which had a concept similar to sixdegrees.com and refined it to promote a ‘Circle of Friends’ concept, * Itwas the launching pad for other top websites like MySpace, Orkut, and particularly, Facebook and Twitter to emerge later on the screen, + Facebook launched in 2004 to connect Harvard College students has emerged as one of the top social networking sites in the world, + Similarly, Twitter, with its unique micro-blogging concept and great media marketing, has become the leader in gauging individual popularity and reputation globally. + With the growth in technology and devices, firms have come up with multiple ideas to launch many other very popular social networking platforms like Youtube, Linkedin, Tumblr, Pinterest, Foursquare, WhatsApp, etc., all of them connecting communities through unique objectives with imei aria haa aeTypes of Social Media Marketing se * Engagement (through dedicated pages): Social media marketing gives a chanca to marketers to creale an owned media presence and engage with present customers at almost no cost. + Advertising (through native/content ads): The biggest advantage is to build customized content and native ads for users who are immersed in the social media site for maximum impact. * Viral platforms (through network effects): It is one of the few channels which supports the network effort and strong word-of-mouth, + Idealconcept testing (through crowdsourcing): Social media can help get feedback on new concepts through influencer testing and also help obtain new ideas through crowdsourcing (getting consumers to share their thoughts and provide ideas for free). * Customer feedback (through listening tools); Social media is a very powerful toal to gain customer feedback through listening tools like social media command center. * Learning platforms (through gamification concepts): It helps to propagate brand awareness and consumer connect through gamification (use of game-thinking in non-game contexts),Advantages of Social Media Marketing “0: 2 Se + Best channel to develop user following: Social media with its networking effects provides the best opportunity to develop influencers and through them build user following. + The humanizing effect: Social media is one of the few channels which help brands increase engagement by being more humanized across all their interactions. * Best channel to begin with a lean budget: This channel requires minimum upfront investment to begin with and helps create an audience of thousands on a really lean budget. + Improved customer insights: With listening tools being deployed extensively, social media helps understand what consumers are interested in and how they behave and react to marketing.Social Media Channel Se «lt allows the creation and exchange of user-generated content via newspaper/magazine free access websites, internet forum-weblogs, microblogging-social network sites, photographs or pictures, video, rating and social bookmarking. Discussion and rating portals of e-retailing web pages beside official web pages of companies can also be defined as social media channels. «IT means blogs, micro-blogs, wikis, social networks, social bookmarking services, user rating services and any other online collaboration, sharing or publishing platform, whether accessed through the web, a mobile device, text messaging, email or other existing or emerging communications platforms.Choosing Right social Media Channel oP tle speek. es Demographics teem 0) eee te Building [Pes ticles} Search News &artices Purpose Relationships (J Conversation J Mow Te | Conversation Conversation Cr a co Best For , sis COs ey meee Bed uyLeveraging Social media for brand conversations and buzz O@ $2 * Social media has become an indispensable tool for brands to connect with their audience, build relationships, and drive business growth. + By leveraging social media strategically, brands can generate buzz, amplify their brand message, and foster meaningful conversations with their customers.Effective strategies for leveraging social media’ for brand conversations and buzz * Dofine your brand voice and porsonality: Establish a consistent and recognizable brand voice that aligns with your brand ‘values and resonates with your target audience. Let your personality shine through your social media Interactions, creating & sense of connection and authenticity, Greate engaging and shareable content: Share high-qualty content that is relevant to your audience's interests. Utiize a mix of formats, including eye-calching visuals, informative articles, and interactive polls or quizzes, Encourage sharing by making iteasy for users to repost, retweet, or share your cantent Engage with your audience: Actively engage with your folowers by responding to comments, messages, and mentions, ‘Show appreciation for their feedback and participation. Encourage discussions by asking opan-endad questions and hosting le QBA sessions, + Utilize social media listening: Monitor online conversations about your brand and industry to identify tends, gather ‘customer feedback, and address potential issues promptly. Use social listening toals to track mentions of your brand, keywords, and competitors. Collaborate with Influoncors: Partner with relevant influencers in your Industry to expand your reach and tap into tholt ‘established audience, Choose influencers who: align with your brand values and whose audience matches your targel ‘deaoeaphleEffective strategies for leveraging social media for brand conversations and buzz o Leverage social modia advertising; Ullize targeted social madia advertising to reach a wider audience and drive specific ‘actions, such a5 website visits, product purchases, or event registrations, Experiment with different ad formats and targeting ‘options to optimize your campaigns, Run social media contests and giveaways: Host engaging contests and giveaways to generale excitement, attract new followers, and increase brand awareness. Offer prizes thal are relevant to your audience's interests and inoentivize them to ‘share and participate, ‘Track and measure your results: Regularly analyze your social media performance using analytics tools. Track metrics such as follower growth, engagement rates, reach, and conversions to assess the effactiveness of your strategies and make data-driven decisions, ‘Adapt to trends and stay up-to-tate: Keep up with emerging social media trends and adapt your strategies accordingly, Experiment with new platforms, features, and formats to stay ahead of the curve and engage your audience in fresh and innovative ways. Bo authentic and transparent: Build genuine relationships with your audience by being authentic and transparent in your ‘communication. Acknowedoe mistakes. resoond to neaalive faadback. and chow thal vou value thalr oninions and inout.Leveraging Social media for buzz marketing Se Develop a Strong Brand “P Engage with Your Fans Use social media platforms ; Wisely Use Hashtags Wisely Experiment With Social m7. Marketing Use Images WiselySuccessful / benchmark Social media campaigns Se *Social media benchmarking is analyzing your social media performance metrics such as fan growth, the number of posts published, the number of interactions your content has received, average response time, and so on, to compare with your competitors. +A social media benchmark is an average result that serves as a standard by which other businesses in the same industry or category can be measured or judged.Metrics to measure the success of a social media campaign Ss? *Dependent on the objectives and desired outcomes of your campaign, you can calculate and compare the success of your social media campaign by looking at the engagement, follower growth, awareness and reach, leads, conversions, and website traffic,. . . rio, Measuring social media engagement oe it Se + Social media campaign is organic: take the total number of interactions your content received, and divide by your total number of followers, and then multiply by 100%. « Paid social media advertising: take the total number of interactions your content received, and divide by your total number of views, and then multiply by 100%. * Benchmark engagement rate across most channels is 1%+, but if social media engagement was your goal, then you can also look at your usual engagement rates and measure the uplift your social campaign achieved.Measuring website traffic se * The desired outcome of the social media campaign was to drive traffic to the website, you can view how many clicks your campaign generated by looking at sacial media insight tools and metrics, using Google Analytics or any third-party tracking software. * Compare the traffic from each social media channel utilised for your social media campaign and have a look at the overall increase in website traffic your social media campaign has generated since it began. * Key website traffic analytics include: * Clicks * Click-through-rate * Bounce rate (if the bounce rate has increased in social media campaign, this could indicate that driving through the wrong audience, or social content doesn't correspond with landing page, or website is performing poorly)- obo. Measuring follower growth Ge 2 Ge «lf campaign was organic, you can analyse its impact on your follower growth rate by comparing your average follower growth rate across a time period without your campaign, to your follower growth rate during your social media campaign. * To calculate the follower growth rate, use the following formula: + Take the number of followers you gained over the course of the campaign, divide by the number of followers started with, and multiply by 100%. This is follower arowth rate (within a chosen time period).Measuring brand awareness increase O.8 on s> «lf the goal of social media campaign was to boost brand awareness and build your presence, should look at the following metrics from during the campaign and compare them to before * Reach + Impressions + ViewsMeasuring leads and conversions Se + All marketing campaigns should have Conversions could be measured through: conversion and lead tracking implemented, so can see how many sales or business prospects the campaign produced. + Perhaps set up conversion tracking on the website, or want to view them within third-party tracking software or in social media insights and data. Bookings Enquiries Direct messages/emails * Phone calls + Sales Registrations ‘Subscriptions Downloads + Donations * Installs«Bey. ate Engagement Marketing ae be se +Engagement marketing is a strategic approach that aims to create meaningful interactions and build lasting relationships with customers. * It focuses on fostering two-way communication, encouraging active participation, and delivering personalized experiences. + Engagement marketing goes beyond simply promoting products or services; it's about creating an emotional connection with the audience and establishing the brand as a trusted partner.Customer Engagement Marketing Strategy ise vo \ ia \ Sh Paton you ald =m. (9 Se ee: pee roe Ee, ‘Ba creative with tha \ ‘ inane iy i E,bewiep amare vce } wows oe pore gosta, \ ; \ (S), etncontetimedon | / f) Ainaltewrtentastson 8 ‘cavtomer interactions h i social moda channels j Sa ae ~_ * mee ‘iKey principles of engagement marketing Se Focus on customer experience: Prioritize detivering exceplional customer experiences at every touchpoint, Make it easy for customers to Interact with the brand, provide responsive support, and address their concerns promptly. Create valuable content: Produce high-quality content thal resonates with the large! audience, Share insightful arlicles, engaging videos, and interactive experiences that inform, entertain, or inspire, Encourage user-generated content: Empower customers to create and share their own content related to the brand. Host contests, encourage social media mentions, and showcase user-generated content to foster a sense of community. Personalize interactions: Tailor marketing messages and experiences to individual customers. Use data analytics to understand their preferences, interests, and behaviors, and deliver personalized content, recommendations, and offers, Utilize social media effectively: Engage with customers on social media platforms, respond to comments and messages, and participate in relavant discussions, Utilize social media listening tools {o track brand mentians and gather customer feedback. Measure and optimize: Requiarly track engagement metrics such as website traffic. social media engagement, andBenefits of engagement marketing ff e se «Increased brand awareness and loyalty: Engagement marketing helps build strong brand relationships, leading to increased customer loyalty and advocacy. * Enhanced customer satisfaction: By focusing on customer experience and personalized interactions, engagement marketing contributes to higher customer satisfaction and positive brand perception. «Improved customer acquisition and retention: Engaging content and personalized experiences can attract new customers and encourage existing ones to stay engaged with the brand. «Increased sales and revenue: Engagement marketing can lead to increased website traffic, improved conversion rates, and ultimately, higher sales and revenue.Examples of engagement marketing se « Interactive polls and quizzes: Utilize interactive polls and quizzes to gather customer feedback, ‘gauge interest in new products or services, and provide a fun and engaging experience, + User-generated content contests: Host contests that encourage customers to create and share their ‘own content related to the brand, such as photo contests, social media challenges, or creative writing competitions, * Live Q&A sessions: Host live Q&A sessions with experts or brand representatives to provide valuable insights, address customer questions, and foster a sense of community « Behind-the-scenes glimpses: Offer exclusive behind-the-scenes content to give customers a glimpse into the brand's culture, work processes, and values. « Personalized product recommendations: Utilize data analytics to provide personalized product recommendations based on individual customer preferences and purchase history. * Gamified customer experiences: Incorporate gamification elements into the customer journey to make interactions more engaging and rewarding, such as loyally programs, progress trackers, andCreating Loyalty drivers se Customer Satisfaction Customer RelationshipCreating Loyalty drivers ee ue Ss? * Social media marketing offers a powerful platform for businesses fo connect with their audience, build relationships, and drive customer loyalty. * By leveraging social media effectively, brands can create loyalty drivers that encourage repeat purchases, positive word-of-mouth, and long-term customer engagement.Strategies for creating loyalty drivers Se fs s + Establish a strong brand presence: Create a consistent and recognizable brand identity across all social media platforms. Use high-quality visuals, maintain a consistent I al brand voice, and clearly communicate your brand values and mission, * Deliver valuable and engaging content: Share a mix of informative, entertaining, and @) inspiring content that resonates with your target audience. Utilize a variety of formats, including articles, images, videos, and live streams. Encourage participation with polls, quizzes, and interactive elements. * Actively engage with your audience: Respond to comments, messages, and mentions promptly. Show appreciation for their feedback and participation. Encourage discussions by asking open-ended questions and hosting live Q&A sessions.Strategies for creating loyalty drivers Se + Foster a sense of community: Create online forums, groups, and social media communities where customers can connect with each other and the brand. Share user- generated content, host contests and giveaways, and celebrate customer achievements, * Offer exclusive rewards and incentives: Implement a loyally program that rewards customers for their engagement and patronage. Provide exclusive discounts, early access to new products, or personalized experiences. Make rewards relevant to your target audience and personalize them based on Individual preferences. * Utilize social media advertising effectively: Target your social media ads to reach the right audience al the right time. Experiment with different ad formats, targeting options, and calls to action to optimize your campaigns and drive conversions.AO, Strategies for creating loyalty drivers “= eo = * Track and measure your results: Regularly analyze your social =, , Media performance using analytics tools. Track metrics such as bi follower growth, engagement rates, reach, and conversions to assess the effectiveness of your strategies and make data-driven decisions. * Stay up-to-date with trends and adapt to new platforms: Continuously research and adapt to emerging social media trends and platforms. Experiment with new features, formats, and technologies to keep your audience engaged and stay ahead of the curve.Influencer Marketing Se ae + Influencer marketing is a powerful tool % e e for social media marketing that can help conan has FOLLOWERS: brands reach a wider audience, build relationships with potential customers, and drive sales. * By partnering with influencers who have a large and engaged following, brands can tap into the trust and credibility that these influencers have built with their << audience. Bi cue, tee ai i 4 aaInfluencer Marketing ioe oo s> «Analyzing the scope of Social Media, the purpose of Influencer Marketing is to reach the masses and promote your brand through influencers with a huge following and good convincing power. * Through Influencer Marketing, where individuals are paid and doled out to advance an association's service with the power of their followers.Benefits of influencer marketing Se Increased brand awareness; Influencer markeling can help brands reach a wider audience and increase brand ‘awareness, By partnering with influencers who are relevant to thelr target market, brands can get their products or services: infront of people who are more likely to be interested in them, Improved brand perception: Influencer marketing can help brands improve their brand perception. When influencers ‘endorse 8 product or service, it can give that product or service @ seal of approval from someone who is trusted and respected by their audience, Increased website traffic and sales: Influencer marketing can help brands drive traffic to their website and increase sales, ‘When influencers promote a product or service, their followers are more likely to click on the links that they provide and make a purchase, Enhanced customer engagement: Influencer marketing can help brands create a more authentic relationship with theit ‘customers. When customers see their favorite influencers using a product ot service, they are more likely to be interested in learning more about i, Cost-effective marketing: Influencer marketing can be a mare cost-offective way to reach a large audiance than traditional sdvertising, Brands can often aartnar with influencers far a fraction of the cos! of a tradifional advertiging camoain.,aay Tips for successful influencer marketing “°° se * Choose the right influencers: It is important to partner with influencers who are relevant to your target market and who have a genuine interest in your products ar services, * Set clear goals: Before you start any influencer markeling campaign, it is important to set clear goals for what you want to achieve. This will help you measure the success of your campaign. * Create high-quality content: The content that you create with your influencers should be high-quality and engaging. This will help you capture the attention of your target audience. * Track your results: It is important to track the results of your influencer marketing campaigns so that you can see what is working and what is not. This will help you improve your campaigns in the future.Examples of successful influencer marketing campaigns ce * Daniel Wellington: Daniel Wellington is a watch company that has used influencer marketing to great success, The company has partnered with hundreds of influencers to promote its watches, and this has helped it to become one of the most popular watch brands in the world. * Glossier; Glossier is a beauty company that has also used influencer marketing to great success. The company has partnered with influencers to promote its products, and this has helped it to become one of the most popular beauty brands among millennials. * Airbnb; Airbnb is a travel company that has used influencer marketing to great success. The company has parinered with influencers to promote its travel properties, and this has helped it to become one of the most popular travel companies in the world.References Se * Fundamentals of Digital Marketing by Puneet Singh Bhatia;Publisher: Pearson Education;First edition (July 2017) + tips/nwwigl-global.comidictionary/how-to-achieve-and-measure-success-‘in-social-media-marketing!53738 + htipsi/images app goo.g/7DhPsal FUBSwoq3BB + httpsu/localig.co.uk/blog/how-to-measure-the-success-of-2-social-mediacampaign * https:www.ravechat, comvblog/customer-engagement-marketing * bilpsi/Awnnw.résearchgale, net/figure/Main-Drivers-of-Customer-Loyally_figt_216049722 + https:ecommercefastlane.com/how-to-write-the-perfect-answer-to-social-comments-2/ + tipsiynnw storylyio/glossaryicustomer-engagement-marketing