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Instructor - Dr. Preeti Khanna (Only For Academic Purpose)

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The document discusses developing an effective social media strategy. It outlines common social media mistakes like having no strategy or focusing only on growth. An effective strategy starts by understanding target audiences and creating personas. It also recommends choosing relevant platforms, setting goals, measuring success, analyzing competitors, and producing engaging content like videos, photos and blogs. Finally, it discusses important social media metrics to track like engagement, reach and website traffic.

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Instructor - Dr. Preeti Khanna (Only For Academic Purpose)

Uploaded by

utkarsh bhargava
25 views21 pages
The document discusses developing an effective social media strategy. It outlines common social media mistakes like having no strategy or focusing only on growth. An effective strategy starts by understanding target audiences and creating personas. It also recommends choosing relevant platforms, setting goals, measuring success, analyzing competitors, and producing engaging content like videos, photos and blogs. Finally, it discusses important social media metrics to track like engagement, reach and website traffic.

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Session-2 - SM&MO

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The document discusses developing an effective social media strategy. It outlines common social media mistakes like having no strategy or focusing only on growth. An effective strategy starts by understanding target audiences and creating personas. It also recommends choosing relevant platforms, setting goals, measuring success, analyzing competitors, and producing engaging content like videos, photos and blogs. Finally, it discusses important social media metrics to track like engagement, reach and website traffic.

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© All Rights Reserved
Download as PDF, TXT or read online from Scribd
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25 views21 pages

Instructor - Dr. Preeti Khanna (Only For Academic Purpose)

Uploaded by

utkarsh bhargava
The document discusses developing an effective social media strategy. It outlines common social media mistakes like having no strategy or focusing only on growth. An effective strategy starts by understanding target audiences and creating personas. It also recommends choosing relevant platforms, setting goals, measuring success, analyzing competitors, and producing engaging content like videos, photos and blogs. Finally, it discusses important social media metrics to track like engagement, reach and website traffic.

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You are on page 1/ 21

Session 2-Social

Media and Mobile


Strategy

Instructor - Dr. Preeti Khanna (Only for Academic Purpose) 1


SocialMedia Usage Pattern by
Group 10

Instructor - Dr. Preeti Khanna (Only for Academic Purpose) 2


Social Media Mistakes

1. No Strategy
2. Focusing on the quantity of social media followers instead
of their quality
3. Having too many social media channels
4. Posting too many updates only about selling your products
is like spamming your followers
5. Handling everything manually
6. Publishing the same message across all of your channel

Instructor - Dr. Preeti Khanna (Only for Academic Purpose) 3


Social Media Strategy for building
marketing personas:

• Who are they?


• What are they interested in that you can provide?
• Where do they usually hang out online?
• When do they look for the type of content you can
provide?
• Why do they consume the content?
• How do they consume the content?
Instructor - Dr. Preeti Khanna (Only for Academic Purpose) 4
Here are a few brands and their
theme(s):
• Huckberry, an outdoor and adventure brand, shares
their editorial content and high-quality photos of the
outdoors on their Facebook profile.

• Burrow, a luxury couch brand, mostly shares memes


on their Instagram profile.

Instructor - Dr. Preeti Khanna (Only for Academic Purpose) 5


Reasons Why You Should Develop a Social
Media Plan
 Increases Awareness and Branding.

 Increases Exposure to generate traffic, leads,


and sales

 Reduces marketing costs.

 Improves Online Search Ranking

 Develops Loyal Fans

 Grows Customer Base.


Instructor - Dr. Preeti Khanna (Only for Academic Purpose) 6
Checklist to inspire your
new social media strategy

Instructor - Dr. Preeti Khanna (Only for Academic Purpose) 7


Checkmark #1: What are your brand’s social media goals?

• Increase Brand Awareness and Engagement – focus on creating content that compels a
story, rather than promotional content.

• Increase Followers – Look at your competitors, key influencers, and relevant communities
or magazines for inspiration.

• Higher Quality Leads or Sales – Through consistent trial and error, you will reach your core
audience much faster.

• Higher Volume of In-Store Traffic- Make sure you’re sharing your promotions on social to
reward your frequent and infrequent customers. Consistently alert your customers of your
in-store offerings.

• Improve ROI – Perform frequent audits on your social channels to ensure budgets, visuals,
copy, and promotions stay on track.
Instructor - Dr. Preeti Khanna (Only for Academic Purpose) 8
Checkmark #2: What social platforms will you use
to reach your audience?

 Facebook
 Instagram
 Twitter
 LinkedIn
 Pinterest
 Snapchat
 Whatapp
 YouTube

Instructor - Dr. Preeti Khanna (Only for Academic Purpose) 9


Checkmark #3: Who is your target audience?

• Age
• Gender
• National or Local Location
• Income
• Education
• Behaviors
• Interests / hobbies
• Android vs iphone users

Instructor - Dr. Preeti Khanna (Only for Academic Purpose) 10


Checkmark #4: How will you measure your
social media success?

• Increase following across all platforms

• Increase engagement (likes, comments, shares, clicks).

• The amount of clicks on your content

• Influx of purchases or leads

Instructor - Dr. Preeti Khanna (Only for Academic Purpose) 11


Checkmark #5: Who are your competitors and
what are their strengths and weaknesses?
• Determine what your competitors are doing that is keeping your mutual
customer engaged

• Identify what the customer


• likes and doesn’t like on social media pages
• Negative or positive sentiments
• Complaints or given positive feedback
• Ask an questions

• Decide what you know you could do better than your competitor and start
doing it
Instructor - Dr. Preeti Khanna (Only for Academic Purpose) 12
Checkmark #6: What type of content will be
produced?
• Videos – when to post – how long it should be
• Photos
• eBooks
• Webinars
• Blogs
• Case Studies
• White papers
• Articles
• Interviews

Instructor - Dr. Preeti Khanna (Only for Academic Purpose) 13


Commonly used social media metrics
1. WOM (word-of-mouth) : Number of posts, comments,
retweets/shares, frequency
2 Popularity: Sharing, viewing, bookmarking, downloads
3 Brand liking : Fans, followers, friends, Growth in fans,
followers, friends, Likes, favorites, ratings
4 Reach : Readers, viewers, Subscriptions
5 Engagement : Comment volume, Uploads, contest
participation, Registrations, Time to spent with social
pages
6 Quality : Ratings
7 Website effectiveness : Traffic, clicks, conversions
14
8 Customer value : customer retention
Instructor - Dr. Preeti Khanna (Only for Academic Purpose)
Applications: Social Media Analytics
 https://sproutsocial.com/insights/social-media-metrics-that-matter/

 Facebook Insights Metrics


 Twitter Analytics
 Instagram Analytics
 LinkedIn Analytics
 Pinterest Analytics
 Google Analytics

Instructor - Dr. Preeti Khanna (Only for Academic Purpose) 15


Youtube Analytics
Youtube Analytics
www.youtube.com › analytics

For Academic Purpose (Designed by Dr. Preeti Khanna) 16


1. No. of View (Views are the total number of
times your videos on your channel have
been played)

For Academic Purpose (Designed by Dr. Preeti Khanna) 17


2. Watch time (minutes)
(Watch time is the total amount of time
viewers spend watching your video(s).

For Academic Purpose (Designed by Dr. Preeti Khanna) 18


3. Traffic Source (where your viewers find your video)

For Academic Purpose (Designed by Dr. Preeti Khanna) 19


MOBILIZE YOUR ENTERPRISE TODAY

MOBILITY AND BUSINESS

For Academic Purpose (Dr. Preeti Khanna) 20


Mobile & Location based marketing
Usage Pattern by Group 1

Instructor - Dr. Preeti Khanna (Only for Academic Purpose) 21

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