CCW332-Digital Marketing Unit-4 Notes

CCW332
DIGITAL MARKETING
Vertical V - Creative Media
Professional Elective
V – Semester
B.E –CSE
UNIT-4
1
CCW332-DIGITAL MARKETING-UNIT-4

COURSE OBJECTIVES
• 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.
• It also focuses on how digital marketing can be utilized by
organizations and how its effectiveness can be measured.
CCW332-DIGITAL MARKETING-UNIT-4 2

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
• 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
• 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
• The road to exponential growth of social networks started 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.
• It was 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
differentiated concepts.

Types of Social Media Marketing
• Engagement (through dedicated pages): Social media marketing gives a chance to marketers to
create 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.
• Idea/concept 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 tool 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
• 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
• It 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

Leveraging Social media for brand
conversations and buzz
• 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
• Define your brand voice and personality: 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 a
sense of connection and authenticity.
• Create engaging and shareable content: Share high-quality content that is relevant to your audience's interests. Utilize a
mix of formats, including eye-catching visuals, informative articles, and interactive polls or quizzes. Encourage sharing by
making it easy for users to repost, retweet, or share your content.
• Engage with your audience: Actively engage with your followers by responding to comments, messages, and mentions.
Show appreciation for their feedback and participation. Encourage discussions by asking open-ended questions and hosting
live Q&A sessions.
• Utilize social media listening: Monitor online conversations about your brand and industry to identify trends, gather
customer feedback, and address potential issues promptly. Use social listening tools to track mentions of your brand,
keywords, and competitors.
• Collaborate with influencers: Partner with relevant influencers in your industry to expand your reach and tap into their
established audience. Choose influencers who align with your brand values and whose audience matches your target
demographic.

Effective strategies for leveraging social media
for brand conversations and buzz
• Leverage social media advertising: Utilize targeted social media advertising to reach a wider audience and drive specific
actions, such as 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 generate excitement, attract new
followers, and increase brand awareness. Offer prizes that are relevant to your audience's interests and incentivize 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 effectiveness of your strategies and make
data-driven decisions.
• Adapt to trends and stay up-to-date: 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.
• Be authentic and transparent: Build genuine relationships with your audience by being authentic and transparent in your
communication. Acknowledge mistakes, respond to negative feedback, and show that you value their opinions and input.

Leveraging Social media for buzz marketing

Successful / benchmark Social media
campaigns
• 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
• 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.

Measuring social media engagement
• 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
• 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 social 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)

Measuring follower growth
• If 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 growth rate (within a chosen time period).

Measuring brand awareness increase
• If 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
• All marketing campaigns should have
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.
• Conversions could be measured
through:
• Bookings
• Enquiries
• Direct messages/emails
• Phone calls
• Sales
• Registrations
• Subscriptions
• Downloads
• Donations
• Installs

Engagement Marketing
• 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

Key principles of engagement marketing
• Focus on customer experience: Prioritize delivering exceptional 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 that resonates with the target audience. Share insightful
articles, 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 relevant discussions. Utilize social media listening tools to track brand mentions and
gather customer feedback.
• Measure and optimize: Regularly track engagement metrics such as website traffic, social media engagement, and
customer retention rates. Analyze the data to identify areas for improvement and optimize engagement strategies.

Benefits of engagement marketing
• 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
• 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 loyalty programs, progress trackers, and
virtual badges.

Creating Loyalty drivers

Creating Loyalty drivers
• Social media marketing offers a powerful platform for businesses
to 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
• Establish a strong brand presence: Create a consistent and recognizable brand
identity across all social media platforms. Use high-quality visuals, maintain a consistent
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.

• 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 loyalty 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 at the right time. Experiment with different ad formats, targeting options,
and calls to action to optimize your campaigns and drive conversions.

• 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 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
• Influencer marketing is a powerful tool
for social media marketing that can help
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.

Influencer Marketing
• 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
• Increased brand awareness: Influencer marketing can help brands reach a wider audience and increase brand
awareness. By partnering with influencers who are relevant to their target market, brands can get their products or services
in front 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 a product or service, it can give that product or service a 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 their
customers. When customers see their favorite influencers using a product or service, they are more likely to be interested in
learning more about it.
• Cost-effective marketing: Influencer marketing can be a more cost-effective way to reach a large audience than traditional
advertising. Brands can often partner with influencers for a fraction of the cost of a traditional advertising campaign.

Tips for successful influencer marketing
• 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 or services.
• Set clear goals: Before you start any influencer marketing 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
• 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 partnered 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
• Fundamentals of Digital Marketing by Puneet Singh Bhatia;Publisher: Pearson Education;First edition (July 2017)
• https://www.igi-global.com/dictionary/how-to-achieve-and-measure-success-in-social-media-marketing/53738
• https://images.app.goo.gl/7DhPsaLFU8swoq3B8
• https://localiq.co.uk/blog/how-to-measure-the-success-of-a-social-mediacampaign
• https://www.revechat.com/blog/customer-engagement-marketing
• https://www.researchgate.net/figure/Main-Drivers-of-Customer-Loyalty_fig1_216049722
• https://ecommercefastlane.com/how-to-write-the-perfect-answer-to-social-comments-2/
• https://www.storyly.io/glossary/customer-engagement-marketing

CCW332-Digital Marketing Unit-4 Notes

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CCW332-Digital Marketing Unit-4 Notes