Social Media Marketing
Section 1:
Introduction to Social Media, Facebook Marketing
and Content Creation for Social Media
Social Media Marketing Master Course
By the end of this section, you will learn
Why should marketers care about SM?
An introduction to various Social Media Platforms
Facebook Marketing Terminology
The Facebook Newsfeed Algorithm and how it
works
What is organic reach on Facebook, why it very
low for most brand pages and how to deal with it
By the end of this section, you will learn
How to approach content marketing on social
media
The psychology of social sharing
How to measure content effectiveness
How different brands have created shareworthy
content for their social media
How to use online tools for creating content for
social media
Social Media Marketing
Lesson 1:
Introduction to Social Media Marketing
Social Media Marketing Master Course
Why care about Social Media
Massive Target Audience on SM globally
800
178
All numbers, except Snapchat, are MAUs in millions, as of Q3 2017
**Snapchat does not publish monthly active user data, the figure used here is DAUs reported by them in Q3 2017
The audience is massive in India as well
A large amount of time is spent on SM
Share Of
Time
Spent Online
Targeted and measurable
One-to-one and
Niche targeting
Measurable one-to-many
options
communication
Social Media for Marketing
KEY BUSINESS
OBJECTIVES
Brand Lead Listening
Awareness Generation & Monitoring
Introduction to key Social Channels
Key Social Media Channels
Facebook
Primary Audience:
▪ Facebook has users from all age demographics, making it one of the
most diverse social channels
Primary Uses for Business:
▪ Building a community to engage users and drive conversations
▪ Build brand awareness
▪ Drive sales and generate leads through highly-targeted advertising
Twitter
Primary Audience:
▪ Twitter’s largest demographic is young adults between the ages of
18-35
▪ A fairly opinionated audience that is open to sharing their thoughts
in public
Primary Uses for Business:
▪ Build brand awareness
▪ Listening & Monitoring
▪ Drive leads and sales (though currently not as effective as other
social platforms like Facebook/Instagram/LinkedIn)
Instagram
Primary Audience:
▪ Younger audience as compared to all other social platforms (except
Snapchat)
▪ Mobile-only network
Primary Uses for Business:
▪ Build brand awareness through visually appealing content
▪ Building a community to engage users and drive conversations
▪ Drive sales and generate leads through targeted advertising
LinkedIn
Primary Audience:
▪ Comparatively older and mature audience
▪ Professional Network
Primary Uses for Business:
▪ Effective lead generation channel, particularly for B2B companies
▪ Drive industry thought leadership
▪ Post new job opportunities and recruit potential employees
Pinterest
Primary Audience:
▪ Predominantly a relatively young female audience
▪ Popular place for those looking for inspiration on fashion,
accessories, wedding, cooking, and do-it-yourself projects.
Primary Uses for Business:
▪ Sharing visually appealing content that links and drives traffic to
the website or blog for more information
▪ Build brand awareness through content/product boards that would
be of interest
Snapchat
Primary Audience:
▪ The youngest audience amongst all social platforms
▪ Over 90% of the audience in India is in the age group 15 to 25
Primary Uses for Business:
▪ Storytelling
▪ Sharing behind-the-scenes and exclusive content
▪ Engaging and interacting directly with fans
How to choose the right social channels
for your business’ presence?
The target audience for your business
must be active on those channels
Thanks
Social Media Marketing
Lesson 2:
Introduction to Facebook Marketing
Social Media Marketing Master Course
Glossary of Facebook Marketing Terms
• Profile / Page / Group
• Impressions
The number of times your post/ad has been shown
• Reach
The number of people your post/ad has been shown to
• Engagement
The total number of interactions (likes, comments, shares, tags, clicks, video views) with a post/ad
• Organic / Paid
How the Facebook Newsfeed Works
Understanding the Newsfeed Algorithm
In your Facebook feed, do you see updates from all
your friends and pages you’ve liked?
If not, then why do you only see updates from select
friends and pages?
Why Facebook has an algorithm?
To ensure that users get to see content they really want to
see and keep coming back to Facebook for more of it
Four steps the Facebook algorithm uses
to rank content
The Facebook newsfeed algorithm takes
into account over 1,00,000 signals
Some key signals FB considers
• Who posted an update
– Facebook’s algorithm gives preference to content from friends and family over
content from pages
– How often the user has interacted with the page posting the update
– Previous negative feedback on the page
• Engagement
– How share-worthy is the post
– How many people are writing long and thoughtful comments on the post
– Overall engagement a post already has
– Negative feedback on the post
– Average time spent on the post
Some key signals FB considers
• When the update was posted
– How recently the post was published
– Friend tags
– A recent comment from a friend
• Post type
– Past user interaction with the same post type
– How informative or useful the post is
Based on these signals, FB calculates a relevance
score and ranks content according to that score
Only post content that contributes positively to the User
Experience on Facebook
Stop posting random average content to your pages just
to keep them “active”
Understanding organic reach on FB
What is organic reach?
Organic reach is the number of people who see your
content without paid distribution
Organic reach on FB has been declining
Organic reach tends to be lesser for brand pages with
a larger following
Why Facebook Organic Reach Is Declining
• More and more content is being created and shared every day
while space on the newsfeed as well as time to absorb it is limited
• Competition in the newsfeed is increasing
• The newsfeed algorithm is designed to show each person on
Facebook, only content that’s most relevant to them. This ensures
that people are more active and engaged with stories that appear in
the newsfeed
Facebook has become more of a pay-to-play platform
If you really want to reach your target audience on Facebook, you’ll
need to supplement your organic efforts with paid advertising
Create awesome share-worthy content and then promote it, through
ads, to reach the right audience. When the audience shares the
content, it will gain organic reach
Thanks
Social Media Marketing
Lesson 3:
Creating content for Social Media
Social Media Marketing Master Course
A lot of user time on SM is spent consuming content
Content is the foundation of every SMM strategy
Successful
Social Media
Strategy
Content
Creating great content starts with understanding your
audience
• Who is the audience for your business?
• What kind of content would they find useful,
fun and valuable on different Social Media
platforms?
What are the top five activities that you
as a typical user do on Facebook?
Hint:
Forget, for the next 5 minutes, that we are all marketers
Think like a USER!
What typical Facebook users do?
TYPICAL
Chat using messenger, FACEBOOK Connect with
Play games USER friends and family
Get entertained – Share own updates &
watch/share videos pictures, check-ins
Stay up to date – with
news, interesting articles
Users only engage with content which
adds VALUE to their lives.
Value doesn’t only mean improving the quality of lives.
Making users think, have fun, learn something, making them connect to people, relate
to something, feel something – all this is VALUE
Key Approach to Content Marketing on SM
• Be Social
• Think like a user, not like a marketer
• Focus on ADDING VALUE to your users
Before posting on your FB brand page
If I was the target customer for my brand, would I find this
content useful, fun or valuable enough for me to share it
with my friends on Facebook?
If the answer is yes, only then does that content deserve to
be published on a brand page
For any social platform, understand why
the audience is present there and post
content that strikes a chord with them
On Social Media, people want stories, not marketed
content. Find something that resonates with them and
engage effectively.
Focus on creating useful
shareworthy content
Why do people share on Social Media
Understanding the Psychology of social sharing
People have always shared content
Why people share content on SM
• To bring valuable and entertaining content to others:
49% say sharing allows them to inform others of content they find
entertaining or products they care about
• To define themselves to others:
68% share to give people a better sense of who they are and what they
care about
Source: Study conducted by The New York Times Customer Insight Group
Why people share content on SM
• To grow and nourish relationships:
78% share information online because it lets them stay connected to
people they may not otherwise stay in touch with
• Self-fulfillment:
69% share information because it allows them to feel more involved in the
world
• To get the word out about causes:
84% share because it is a way to support causes or issues they care about
Source: Study conducted by The New York Times Customer Insight Group
Key Ingredients in content that works
• Inspiring
• Informative/Educative
• Entertaining
• Trigger emotions - People should
connect/relate to the content
Storytelling is key
Measuring content effectiveness
Metrics would depend on objective
Objective: Brand Awareness Objective: Traffic / Leads /
and Engagement Sales
• Number of shares • Link Clicks
• Number of comments • Quality of traffic (Time on
• Video views (for video) page, bounce rates)
• Number of likes • Leads/Sales generated
• Post clicks
• Cost-per-engagement
• Fan/follower growth
Engaging content examples
Content created by brands that has worked on SM
Fun and relatable content
Fun humorous relatable content
View
Post on
FB
Fun humorous relatable content
View
Post on
FB
Content – Leveraging trending topics
Content – Wishing users
Should a brand wish it’s users on festivals and why?
Content – Wishing users
Content – Wishing users
Content people relate to
Informative and Share-worthy Content
Watch Video
When you find success, replicate it!
Informative/Educative Tips/hacks
With 12 million
shares, this was
the most shared
video on FB in
2017!
Watch Video
Useful Tips for the target audience
Watch Video
Informational content with a humourous touch
Watch Video
When you find success, replicate it!
Watch
Video
Watch
Video
When you find success, replicate it!
Watch
Video
Watch
Video
Important information shared creatively
Watch Video
Content that connects emotionally
Watch Video
Content that stands for a cause
Watch Video
Content that stands for a cause
Watch Video
Only create content that would either
get users to SHARE it, TAG their friends
in it or COMMENT on it
While creating content, always avoid “Engagement Bait”
Urging users to share an ordinary piece of content with a
bait that they could possibly win something
Facebook is penalizing engagement bait
Example of Engagement Bait
Thanks
Social Media Marketing
Lesson 4:
Tools for content creation
Social Media Marketing Master Course
Online tools for creating and editing images
• Canva
• Snappa
• Adobe Spark
• Stencil
• Crello
• Befunky
Tools for creating videos
• Legend
• Viva Video Freemium
• Adobe Spark
• Animoto
• Magisto
• Powtoon Paid
• Videoscribe
• Wave.video
Tool Demo - Canva
Let’s make this image on Canva!
Let’s make this GIF on Canva!
What you have learnt in this section
Why should marketers care about SM?
An introduction to various Social Media Platforms
Facebook Marketing Terminology
The Facebook Newsfeed Algorithm and how it
works
What is organic reach on Facebook, why it is
declining and how to deal with it
What you have learnt in this section
How to approach content marketing on social
media
The psychology of social sharing
How to measure content effectiveness
How different brands have created shareworthy
content for their social media
How to use online tools for creating content for
social media
Thanks
