Presentation I made to fellows, students and professors at the Cornell University, Ithaca, New York. It is basically a beginner's manual for understanding Social Media Marketing, and how people/organizations can use it to develop their brands.

1. Social Media Marketing
A beginner’s manual

2. A Thisruption Communications Document

3. Why Go Digital?

4. According to the InternetWorldStats,
there are 4.2 billion Internet Users in
the world. 400 million of those are in
Africa and 67 million are in the
Phillipines
Source:
InternetWorldStats, June 2018

5. What this means is the moment you fully
master Digital Marketing, you can potentially
reach 4.2 billion people, including 400 million
Africans and 67 million Filipinos.

6. Imagine the possibilities

7. What do you hope to achieve with this class?

8. The class should help you:
Understand what Social Media Marketing is, and how it works
Use Social Media to BRAND yourself and improve communications

9. What is Digital Marketing?

10. Digital Marketing is
the marketing of
products or services
using digital channels.
The key objective is to
promote brands
through various forms
of digital media.
Digital marketing
refers to advertising
delivered through
digital channels such
as websites, social
media, search
engines, email, and
mobile apps.

11. Digital channels are numerous. The most popular ones are Email Marketing, Pay-Per-
Click Advertising (PPC), Search Engine Optimization (SEO), Display Advertising, Social
Media Marketing (SMM), Content Marketing, Affiliate Marketing, Online Public Relations,
and Mobile Advertising. But for the purpose of this class, we will focus on Social Media
Marketing
What are the Digital Channels?

12. Social Media
Marketing

13. Guess how many people use Social Media
worldwide

15. What this means is, two in every 5 persons on earth has a Social Media account.
It is one of the most powerful ways to reach and engage with your potential clients
today. Because it’s almost universally used—by consumers and brands—social media
is one of the most effective (and perhaps cost-effective) channels to connect with your
audience.
Over 3.1 billion

16. Again, imagine the possibilities

17. Social media marketing
is the use of social
media platforms to
promote a brand,
product or service
It is the process of
creating and sharing
content that is tailored
to the context of each
individual social media
platform, in order to
drive user engagement
and sharing.

18. Key Social Media terms

19. Content
Content is whatever you are
posting – from Facebook Status
updates to tweets to Instagram
Photos or YouTube videos, etc. It
comes in many forms and
tailoring it to the platform is very
important.
Context
A great joke within a 2,000 word
blog post will probably go mostly
unseen. But take that same joke
to Twitter and it may just go viral.
Context includes the
circumstances that form the
settings for your post
Hashtags
Hashtags let you describe the
topic of your content or mark
them as part of current trends.
They make your content easily
discoverable and, thus, more
likely to be shared. They can be
used (and are clickable) on
Twitter, Facebook, Instagram,
etc.
Share
This is the currency of the social
media world and getting plenty of
it means you have arrived.
When people engage and interact
with your content, that’s good.
But, when they share it, that is
the time when you celebrate.
Engagement
While shares are a form of
engagement, engagement
doesn’t necessarily mean shares.
Engagements are the interactions
generated from the content you
post/share on your platform.
Social Media Strategy
This is a plan of action designed
to achieve a long-term or overall
aim on social media. It involves
all the studies done to create a
plan that’ll ensure the success of
a social media project

20. Creating an effective Social Media Strategy

21. The ideal customer
life-cycle

22. Know your audience
Find out who they are, where
they are, and what they care
about. Create content to satisfy
those needs, find out how best to
reach them, and then when they
trust you, sell your product
Creating content
Because of the immediate 1 to 1
nature of Social Media marketing,
your buyers expect your brand to
behave like any other person on
the platform. Your content needs
to be relatable.
Variety of content
Nobody wants to come to a
restaurant that only has one type
of food. Without drifting too far
from purpose, ensure your
content is not boring and has
variety.
Power of Pictures
Pictures appeal to emotions.
They create intimacy - help
humanize your brand and keep
people engaged. You can use
tools like canva.com to create
images.
You’re 40 times more likely to get
your content shared.
Videos
Videos are the most consumed
content on the Internet now. The
world has gone visual. Videos go
viral the most, so as much as you
can, create, and share compelling
videos

23. Business/service model, Budget (for ads and influencer marketing), etc.
Other factors you should consider

24. There are hundreds of Social Media platforms in existence, but for the purpose of this
class, we will focus on Twitter, Facebook, and Instagram
Choosing the right Social Media platforms

25. Facebook is the most
popular and populous SM
platform in the world and
has 177 million active
users in Africa. The fact
that most media forms can
be posted there and
people can share easily
makes it a proficient
business/networking tool.
Apart from the standard
Status updates, other
marketable features of
Facebook include:
Pages, Groups, Live,
Stories, Facebook
Video, Facebook
Advertising, Insights.
Facebook

26. Facebook tips:
Give the page a human touch: The goal is to communicate with fans as though you were
talking to your friends. Once in a while, show human side through personal/familial posts.
Content is still key, king: Ensure that content educates, entertains and empowers fans to
keep them engaged and coming back for more.
Diversify medium: Some fans might respond better to video than text, while others might
be drawn to picture posts. To make sure you’re attracting the attention of your diverse group
of fans, post content in a variety of ways.
Ads: Sponsored posts, promoted pages, boosted posts, etc., are still the best engagement
drivers, and page growth catalysts. They are also cheap on this platform.
Insights: Whatever it is you’re doing, track. Insights will ensure you know how your posts
perform when/where/in what context and help you decide what to do more and less of.

27. Instagram is the world's
most powerful visual
selling tool. With about 1
billion active monthly
users the importance of
the app cannot be
overemphasized. It allows
you add descriptions,
locations and hashtags to
pictures.
User-generated photos
with branded products, as
well as Instagram's
sponsored posts help to
boost consumer reach,
awareness, and,
ultimately, lead to sales
conversion. With other
features like Stories, Live,
IGTV, explore, it is even
better
Instagram

28. Instagram Tips:
Use quality pictures/videos: Make an effort to ensure the quality of the content you
share is top notch.
Use hashtags: Create a custom hashtag and contribute to existing (industry related)
hashtags/trends. You are bound to get more visibility.
Connect Instagram with other social accounts: Connect to other accounts (e.g
Twitter, Facebook, etc) and share photos on those networks simultaneously to
increase reach.
Interact with your followers: Follow, repost, comment on, and interact with other
people's Instagrams.
Advertise: Instagram’s promoted post feature is a dime. Use it to get more reach.

29. Twitter has become an
optimal network for
thought leadership growth
and development. It has
also become a space
where both corporate and
personal brands develop
ongoing relationships with
followers.
Apart from the standard
tweets, other
marketable features of
Twitter include:
Hashtag Trends, Twitter
live (periscope), Twitter
advertising
Twitter

30. Twitter tips:
On Twitter, Engagement is key. It is a better success metric than sheer number of
followers. How much of your content is being read? How much is being shared? The
level of engagement that happens organically and that you cultivate is a good
indicator as to whether or not your Twitter strategy is effective.
Tweet interactive posts (that may or may not be about your brand). They could be
trivia, puzzles, scenarios, etc. The essence is to be on your TA’s timelines.
Influencer marketing: Take advantage of your network and solicit retweets. Beg or
pay influencers to push your product/service.
Create contests/start giveaways and reward followers.
Use Twitter ads: Twitter has a native ad platform to grow followers, promote posts,
etc. Use it.
Spot trends: Everyday, there are conversations that trend. Find one that is relevant to
your brand and jump on it. You are more likely to be seen doing this.

32. Practical Class

33. Login or create account
Homepage
Notifications
Profile
Edit profile (if not edited)
Search bar
Search and follow users
Search keywords
Search trends
Join a (relevant) hashtag.
Tweet
280 characters
Mention people @
Add up to 4 images
Tag up to 10 people
Video - 2:20 min
Polls, GIFs
Interacting with others
Retweet, Quote, Like, Reply
Join a Thunderclap

35. One last thing …
Patience + Consistency is key

36. Thank you
www.thisruption.com || c@thisruption.com || @Chydee