SOCIAL MEDIA FOR BUSINESSES

Ritesh Ambastha, CEO at iWillStudy.com

Agenda of 4 Days

Day 1 Day 2

OverviewStatistics – Eye OpenersIntroduction to all the platformsFacebook – Pages, Groups, AppsPersonal ProfilesFacebook Ads

Facebook InsightsFacebook StrategiesTwitter OverviewHashtagsTwitter StrategiesGoogle+ OverviewGoogle+ Pages & Strategies

Day 3 Day 4

LinkedIn OverviewLinkedIn Groups and PagesLinkedIn StrategiesSocial Bookmarking OverviewPinterest & OthersSocial Bookmarking Strategies

Blogging OverviewVarious PlatformsGoogle Adsense & AdwordsGoogle AnalyticsReputation ManagementBusiness ConversionConclusion

Overview

You are not wasting your time. [Full Stop] Communicate, Share & Engage Immediate, Interactive, Responsive &

Highly Powerful Conversations with potential customers Not a broadcast media (print industry) Two way dialogue

Social Web Demographics

72% of all internet users are now active on social media 18-29 year olds have an 89% usage The 30-49 bracket sits at 72% 60 percent of 50 to 60 year olds are active on social media In the 65 plus bracket, 43% are using social media Time spent on Facebook per hour spent online by country.

Here are the top three. USA citizens get the top gong at 16% followed by the Aussies

at 14 minutes and the Brits at 13 minutes. 71% of users access social media from a mobile device.

Statistics – Hold your breath

57%

13%

13%

2%15%

Market Size

FacebookYouTubeTwitterPinterestOther

Breakdown Of U.S. Brands Social Media Budgets

Users on FB: 1.2 Billion (Till Sept,2013) Twitter: 200 Million Google+: 540 Million LinkedIn: 259 Million

Half of all social media users under age 35 follow their online friends’ product and service recommendations

Fact #1

Three-fourths of marketers planned to increase strategic efforts on social media and social networking sites this year, with 68% also focusing more on SEO and 63% on blogs.

Fact #2

As universal as business use of social media can seem to be, 26% of companies still block access to social media sites in their workplaces. 31% have no social media policy in place.

Fact #3

One in five married couples met online. But…20% of all divorces are blamed on Facebook. Coincidence? Hmm.

Fact #4

70% of brand marketers (and 60% of agency professionals) view social media advertising as more valuable for building brand awareness than for driving direct response.

Fact #5

82% of buyers say they trust a company more when its CEO and senior leadership team are active in social media. 

Fact #6

Email is still the most effective way to reach top executives; 90% say they check their inboxes regularly. 64% use LinkedIn on a regular basis, while 55% say the same for Facebook.

Fact #7

On Day 1 of this workshopThis might get changed on Day 2 or 4 :P

Elements of Social Media Strategy

Elements of Social Media Strategy

Who is your

customer?

What are your

goals?

Where is your

audience?

When will you

connect?

Why choose you?

How will you

engage?

??

Facebook Pages

Facebook Pages

This is not your personal profile This is where you can lead the branding

of your company?

Facebook Pages

Brand Your Page

Highlight What

MattersManage

Everything in One

Place

Check: WindowsIN Page

https://www.facebook.com/WindowsIN

Check: AmericanExpressUS

https://www.facebook.com/AmericanExpressUS

Managing A Page

Getting Started Basic Information Page Settings &

Permissions Page Roles Privacy for Pages Growing Your Audience Page Insights Posting & Moderating

Posts by Others Creating Events & Offers Events

Offers Managing Pages With

Locations Using the Pages

Manager App Apps on Pages Facebook Wi-Fi Policy Questions Page Limits & Warnings Pages Glossary Bugs & Known Issues

??

Facebook Groups

Facebook Groups

Another Important Component

Attract customers via Groups One underutilized strategy is creating 

Facebook groups, which provide an easy way to segment customers.

With groups, you can create communities around particular products, improve customer service, provide a networking forum for customers and even drive new sales.

You segment your email list, right? So why not segment your Facebook community, too?

Groups Strategies

Use closed groups as a customer

support hub.

Use 'secret' members-only

groups as networking hubs

for current customers

Use open groups to build

awareness, authority and

interest in your brand

Advertisements is the BIG Deal

Facebook Ads

Day 2

My Request For the Day

Please prepare set of questions in your notebook.

We’ll open up discussion session at the end of every topic.

I’m open to solve your doubts even after this workshop gets over.

Marketing Metrics

Volume Reach Engagement

Influence Share of Voice

Facebook Advertising

Reach all the right people more efficiently

https://www.facebook.com/business/products/ads

Facebook Ads for Business

Reaching more

people

Targeting a specific audience

Brand Awarenes

s

Generating sales

Different Types of Ads

Desktop app

ad

Domain ad

Event ad

Mobile app ad

Offer ad

Page like ad

Page post

link ad

Page post

photo adPage

post text ad

Page post video

adhttps://www.facebook.com/help/www/198128997031137

Facebook Sponsored Stories

App shared sponsored

story

Check-in sponsored

story

Domain sponsored

story

Event sponsored

story

Game played

sponsored story

Open graph sponsored

story

Page like sponsored

story

Page post comment sponsored

story

Page post like

sponsored story

Page post share

sponsored story

https://www.facebook.com/help/www/193519350825391

Top Targeting Options

Location Age Gender

InterestsBroad

Categories

Connections

Create An Ad

https://www.facebook.com/ads/create/

Page Post Engagement

TEXT AND LINKS AUDIENCE CAMPAIGN

BIDDING AND

PRICING

And promote it with advertisement

Let’s create an event

Live

And promote it with advertisement

Let’s create a post

Live

And promote the same with advertisements

Let’s pickup a web page

Live

Statistics

Facebook Insights

Live

Insights: Overview

Recent Posts

Likes

Likes & Unlikes

Visits

Posts

People

Checking out various FB Pages for insights

Insights Live Discussion

Content Strategy

Welcome to Day 3

All the queries will be solved If you feel to ask questions even

after this workshop, you can come down to 304, Akshar Complex, Shivranjini Cross Roads. Would be glad to help.

Be positive and stay focused. Don’t judge me. I’m just a learner.

Social Network for Professionals

LinkedIn

Challenges

Recruiting Great Talent

Marketing in the

world of full noise

Nobody likes Cold

Calls

What LinkedIn Can Do?

Hire Market

Sell

What You Can Do?

Identify the Right Person

Engage them with Content

Motivate them to

Act

Check various profiles

LinkedIn Profiles

Check various pages

LinkedIn Pages

Check various groups

LinkedIn Groups

Advertising

Steps to Follow

Create Ad Campaign

Targeting

Campaign Options

Checkout

Cost?

CPC – Minimum Bid: 100 INR

CPM – Minimum Bid: 100 INR

Daily Budget – Minimum 5000 INR

Live Example – Ads For WebsiteLive Example – Ads For Pages

Let’s Start Advertising

Where will be my ads be shown?

Profile Page

Home Page Inbox

Search Results Page

Groups

No Hidden Costs

One time $5 Additional Activation Fees

Intended to cover the initial clicks/impressions that result after the ad has been approved and posted.

Once the $5 credit is depleted, you will be billed periodically for the clicks/impressions that your ad incurs

Best Practices #1. Create Effective Ads

Choose words that grab the attention Give people a reason to take notice and click to

learn more Include strong call-to-action

phrases like Try, Download, Sign up Include an image with your ad that's relevant to

what you offer

Best Practices #2. Multiple Ads

Create at least 3 ad variations -- varying the ad text, call-to-action phrases, and images. You can create up to 15 different ads within a campaign.

By creating multiple ads, you can discover which ads perform best.

Best Practices #3. Targeting

Geography Industry Job

Function

Job Title LinkedIn Groups

Checkout these company pages TCS: http://

www.linkedin.com/company/1353 IBM: http://

www.linkedin.com/company/ibm Google: http://

www.linkedin.com/company/google

Google+ For Business

http://www.google.com/+/business/

https://plus.google.com/pages/create

Customers are on different platforms

Connect with Customers

Checkout Few Things

Profile Circles Hangouts

Pages Communities Events

People Local

• Together we can and we will learn new things.

• At least we know what, where, how and when to start our Social Media Journey.

• Different Ideas, Different Products, Different Target Consumers, Different Geographies, Different Expectations => And Hence “The Different Social Media Strategies”

Day 4

With highest degree of regards, I request you to participate in this activity.

Activity

Activity Guidelines

Make a group of 2-3 members. Talk with the person on your left & right.

Discuss an idea that you wish to promote.

Let’s say you have a ready service/product in hand and you are ready to go to the market.

How will you promote? Whom will you target? How much will you spend?

Use the tables on the next slide

Your Product Name

Business Area

Volume(Number of Audience)

Audience Age Group

Audience location – City, Area

Income Group

Total Budget

Print Media

Facebook Ads

Twitter

LinkedIn

Google Plus

Other Networks

ContentGeneration

Creative Design Work

Map the things you love, near and far

PinterestPinterest is a tool for collecting andorganizing things you love.

What are Pins?

Pins are like handsome little bookmarks. Whenever you find something on the web that you want to keep, add it to Pinterest.

Collect Pins on Boards

Boards are where you organize your Pins, and you get to decide what they’re all about. Set up group boards to share ideas and plan stuff with your friends

Follow Boards You Love

Follow people and boards to get their latest Pins delivered to your home feed. You can follow all of someone’s boards or just the ones you like best.

See fresh Pins in your home feed

Your home feed is where you’ll find all sorts of new and inspiring things to add to your own boards.

business.pinterest.com

Analytics

Success Stories

http://business.pinterest.com/success-stories/

What else should we think about?

StumbleUpon

Foursquare

Instagram Whatsapp

Case Study

L’Oreal Paris http://www.socialsamosa.com/2013/11/s

ocial-media-strategy-review-loreal-paris/

Social Media Strategy - Canon http://www.slideshare.net/ankur9985/sm-

strategy-canon-india

Understanding more platforms

Google Adsense

Google Adwords

Google Analytics

BloggerGoogle

Keyword Tool

Still waiting to start?

Final Words

SMM in India

Facebook is the most important platform for marketers in India for engaging customers, followed by Twitter, YouTube and blogging.

More than half of the organizations surveyed regularly engage with bloggers or online influencers who have authority and strong following.

Build Communities

Most brands in India use social media to build communities while others use it to highlight news. They prefer to post generic updates instead of brand updates.

Budget

Almost half of social media-savvy organizations surveyed spend 1%–5% of their marketing budget on social media, most social media budgets are below INR 10 million.

Agencies

Majority of social media efforts in India are managed by marketing teams. They use standalone digital agencies as compared to PR or ad agencies.

Choice

Indian Brands & Social NetworksIndian brands are primarily focusing their attention on Facebook and Twitter while Google Plus, Foursquare and Pinterest are not on the radar, at least in the near future.

Trends Survey 2013

http://socialbeat.in/wp-content/uploads/EY-Social_Media_Marketing_India_Trends_Survey_2013.pdf

Insights from Social Media Savvy Organizations in India

By Ernst & Young

ritesh@iwillstudy.comfacebook.com/iwillstudyfacebook.com/riteshambasthatwitter.com/iwillstudytwitter.com/riteshambastha

Hope you had fun

THANK YOU

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