ProLearn

TM

manipal

A BEGINNER’S GUIDE TO THE UNIVERSE OF

SOCIAL MEDIA
MARKETING
 Table of
CONTENTS
01. Introduction to The ProLearn Course pg.02

02. Terms and Jargons pg.04

03. The Essential Toolkit pg.06

04. Secrets to S.M.M Success pg.08

05. 11 Tactics for Successful Campaigns pg.11

06. Success Stories pg.13

ProLearn
TM

manipal The Universe of Social Media Marketing/ Contents 01

 01
CHAPTER

Introduction to the
ProLearn course
The reach of social media is absolutely astounding, and
therefore it has become a crucial part of digital marketing
strategies, since it delivers measurable results in sales, leads,

84%
and branding. It also enables to reach a large number of
people at a low cost. To back these claims, here are some
facts for you: of B2B marketers use Social
Media Marketing
84% of B2B marketers use Social Media Marketing
(SMM) in some form.

According to a report published by Texas Tech Loyal customers

University, brands with active social media profiles increased for brands with active
have more loyal customers. social media profiles

There are 40 million active small business pages in

Facebook and 4 million of those businesses pay for
social media advertising on Facebook.
40 million
With these facts in mind, understanding as to why active small business pages in
individuals as well as businesses would want to tap into the Facebook
power of social media becomes easy. Therefore, in order to
provide enthusiasts with a framework of knowledge, we
have introduced an extensive Social Media Marketing course
to plan and implement successful marketing strategies. 4 million
businesses pay for social media
The course could be beneficial to a wide array of advertising on Facebook.
professionals. Right from Content Creators to Marketing
Analysts, Freelance Marketing and Digital Consultants, and
Digital Marketing Managers.

ProLearn
TM

manipal The Universe of Social Media Marketing/ Introduction 02

 As far as the course outcomes are concerned, the
objectives are quite straightforward. After completing the
course, you would gain expertise in the various social
media subjects, strategies and engagement tactics, as well
as an understanding of how to improve leads generation
and achievement of important business goals.

Furthermore, you will be able to utilize online platforms The course would cover
and tools to achieve SMM goals and objectives topics such as the art of
successfully, and correspondingly implement social media social media marketing
marketing and promotion campaigns and analyse
responses for higher ROI. storytelling, techniques
related to branding
When it comes to the curriculum, the topics included are
exciting and thoroughly updated with regards to the ever across different social
changing dynamics of social media marketing. To give you media networks
an idea, the course would cover topics such as the art of
social media marketing storytelling, techniques related to
branding across different social media networks and even
give you an in-depth understanding of the vast galaxy of
social media terms and jargons.

Also, not only will you have access to the latest course
material, you will also be provided with the most recent
case studies and demos which will increase your
understanding of the subject from a practical point of
view. In addition, upon completing the course, you will
Therefore, it is our sincere belief at
receive a Manipal ProLearn course completion certificate
Manipal ProLearn that the course
on Social Media Marketing.
can be a stepping stone to a
successful career in social media
marketing for you. The job prospects
in the field are immense to say the
least, and once you are equipped
with a deep-rooted understanding of
the dynamics of Social Media
Marketing via our course, it could
certainly be said that the sky is the
limit for you.

ProLearn
TM

manipal The Universe of Social Media Marketing/ Introduction 03

 02
CHAPTER

Terms and
Jargons
In the world of social media marketing, there is a constant inflow of new
terms, phrases and acronyms every single day. Subsequently, businesses
or individuals who are trying to expand their social media vocabulary can
feel overwhelmed in the sea of digital jargon.

However, there are a set of definitive terms and jargons which every social
media marketing enthusiast should include in his/her vocabulary. Here
are some of the terms:

Return On Investment Cost Per Click Click Through Rate

(ROI) (CPC) (CTR)

ROI is a measurement of the This is essentially a pricing model. Click-through Rate identifies the
effectiveness of an organisation’s Here, companies are charged by percentage of people who click
investment in a marketing program. publishers or marketers for every on a link. The link can be placed
If one invests a certain amount in an click people make on an ad which in an ad, website, email etc. If the
ad campaign, a return on leads people to their website. CTR percentage is high, it means
investment is any business that more people have
generated above that gone through.
initial investment.

ProLearn
TM

manipal The Universe of Social Media Marketing/ Jargons 04

 Cost Per Thousand Pay Per Click Search Engine Optimisation
(CPT) (PPC) (SEO)

It is a term used to denote the price It is a model of marketing in which SEO refers to the optimization of
of 1,000 advertisement impressions advertisers pay a fee each time a webpage, which allows the
on one webpage. For example, if a one of their ads is clicked. website to rank higher on a
publisher charges Rs.100 CPM, that search engine’s results page. This
means an advertiser must pay would facilitate a larger group of
Rs.100 for every 1,000 impressions targeted audience reaching
of its advertisement. your page.

People Talking About This Conversion Impression

(PTAT)

This term refers to the number of A conversion is essentially a This term is used to describe the
actions that users are taking with customer action which is number of times a company’s ad
regards to your page and/or posts. profitable to a marketer. The will appear to an audience. For
These actions can include sharing, action can be a purchase, example: A single visitor could
liking, and commenting. membership signups, or even a view 7 pages which would create
download from your website. 7 impressions

ProLearn
TM

manipal The Universe of Social Media Marketing/ Jargons 05

 03
CHAPTER

The Essential
Tool Kit
Every successful strategy requires a set of tools to execute it efficiently,and
this applies to social media marketing as well .Consequently, for
marketers looking to make sure they get a high ROI on their investment,
choosing the right tools can be of vital importance when it comes to
managing, delivering and optimizing their social media
marketing campaigns.

CYFE Social Metrics Pro Buffer

This tool is the complete data It is a WordPress plugin that will This is one of the most popular
dashboard. It makes it easy to track your social engagement management tools for social
monitor every piece of analytic data across every social network. It also media marketing. It enables you
about your business. With Cyfe you offers analytics and reports that to schedule your posts and
can track brand mentions, Twitter will help you understand the distribute them across all the
and Facebook demographics, response your approach is different social media
number of new sign-ups, app receiving. A great feature of this information sources. Buffer also
downloads, subscriptions in real- tool is that it notifies you when allows for automated scheduled
time. You can also automate client your posts are underperforming or publishing, as well as the
reporting with social media and a- doing well. possibility of syncing multiple
dvertising data from the client das- accounts across networks to
hboard share content.

ProLearn
TM

manipal The Universe of Social Media Marketing/ Tool kit 06

 Socedo Klout Sprout Social

It allows you to discover the users on It is a social media analytics tool The strengths of this tool are
social media who fit your ideal which allows you to track user rooted in providing effective
buyer requirements, by analysing engagement and calculate social customer relationship
real-time social activities of users. media ROI. Klout also shows you management solutions. It works
After you collect the data regarding which demographics have the across different social media
the audience, Socedo lets you best engagement. In short, it platforms, and enables
divide the audience up into allows you to focus on the metrics individuals to quickly manage
multiple segments and promote which matter. and respond to engagements. A
multiple products. noteworthy benefit is that it
supports multi-level access,
making it perfect for
large enterprises.

Tweepi Hootsuite Brand24

This tool is designed for Twitter, and It is one of the most popular social With this tool, you’ll have access
it helps you gain a higher number media marketing tools. Hootsuite to mentions of your brand on
of followers. It works by finding allows a marketer to post the social media and popular
`individuals who are interested in same content across multiple publishers. It also allows you to
your topic. Through this tool, you social media platforms at once. identify the users with the most
can also engage users by tagging The features of this tool include social influence, and divide your
them in tweets, adding them to a options to schedule your posts as brand mentions into positive,
list, or following them. well as access to curated negative, or neutral reviews.
collections of user generated data.

ProLearn
TM

manipal The Universe of Social Media Marketing/ Tool kit 07

 04
CHAPTER

Secrets to
S.M.M. Success
With proper planning and successful execution, social media marketing
can be effective for practically any business. Owing to the high ROI that

1
social media marketing offers, there is bound to be a lot more
competition now, and so your marketing approach will have to stand out

Follow the People:

POST Method Prioritize people the most. For this you will have to
understand and identify your target audience.
POST is a framework for developing Analysis of user generated data is key here. You will
smarter social media campaigns, also have to ask yourself two key questions:
and it stands for People, Objectives,
Strategy and Technology. It basically Where does your current audience hang out?
prioritizes people over objectives, What stories are they most passionate about?
strategies and technology.
Here is the framework explained in Objectives:
a nutshell: Having clear objectives will help you determine if your
campaign is a success. Smart objectives are specific,
measurable, attainable, relevant and time-bound.
Here, the key points to be considered are:

The objective you're trying to achieve

The progress you're trying to measure

Strategy:
Your strategy will essentially be a blueprint for
Prioritize people achieving your objectives. If your strategy is based on a
foundation of firm ideas and relevant data, there’s a
over objectives, high chance of it succeeding. You should have a clear
strategies and understanding of what you offer to your
community in exchange for their emails, money, time,
technology. influence & attention.

Technology:
Once you understand your target audience ,objectives
& strategy, you can proceed to select the best tools for
your campaign. For example, if your strategy is
focussed on Instagram or Twitter, analysing content
around a hashtag would be a good start.

ProLearn
TM

manipal The Universe of Social Media Marketing/ Secrets 08

 2
Involve
People
The story associated with your brand must be unique,
memorable and something which people can relate to,
and perhaps even engage with. Think of your brand’s story
as an experience that you’re selling to your audience.

Here is a great example of a brand engagement done

right.

Rather than spending millions of dollars on celebrity

endorsements or campaigns, footwear label Toms has
developed a successful formula for their social media
marketing campaign. They created an initiative called
“One Day Without Shoes”
Shoes”, which is a brain child of
founder Blake Mycoskie.

The idea originated when he travelled across the

impoverished villages of Argentina and saw children
without footwear. Armed with a mission to make a
change, Toms now asks its digital community, the Toms
tribe, to post a picture of their bare feet on Instagram
with the hashtag #WithoutShoes. For every post the
brand donates a pair of shoes to a child in need.

This is a great example of how a brand can involve

audiences and create a strong connect with them. The
added feature is that the brand gets publicised as well.
Also, creating a relationship with a client is a very crucial
aspect of Social Media Marketing. Whether it’s
responding to customer queries or even complaints, a
personal touch can go a long way to make sure that a
bond is created between the customer and the brand.
Not only this, regular communication with the target
audience through newsletters, e-mails and SMSes can
only add to creating a better customer relationship.

ProLearn
TM

manipal The Universe of Social Media Marketing/ Secrets 09

 3
Measure
Results
Measuring the right data at the right time is a crucial
factor in any social media marketing campaign. Tracking
results to back business objectives and testing every
element of your social media program are necessities to
maximize results.

In addition, there are two types of social media

metrics can be measured:
Ongoing Analytics (which track activity over a period
of time)
Campaign focused metrics (which have a clear
beginning and end time frame).

Also, as far as measurement of metrics is concerned, here

are a set of guidelines which can be followed.

Determine Social Goals:

The first step in a measurement plan should be to create

a list of achievable goals from your social media efforts.
Have a clear understanding of whether you want the
audience to read, share, reply, click, purchase or even
engage.

Create Metrics

The next step is to match your goals to metrics which you

can measure. Here are some of the examples for metrics
for goals.

Engagement: Metrics for engagement include

retweets, comments, replies, and number
of participants.
Awareness: Metrics for awareness include
volume, reach and exposure.
Traffic: Metrics for traffic include URL shares,
clicks and conversions.

Measure

Once you have listed the metrics you want to focus

on, you will need to find tools that can capture them.
Some social media channels provide built-in analytics
tools, while in other cases you will need to use third
party tools.

Also, if you’re looking for tools which can help you

measure metrics, ‘SocDir’ is a great source which has
a list of more than 300 social media metrics tools.

ProLearn
TM

manipal The Universe of Social Media Marketing/ Secrets 10

 05
CHAPTER

11 Tactics for
Successful Campaigns

1 3
Share Content More Than Once Leverage Trending Topics
Since everyone cannot be on social media You can reach out to newer people with your
platforms at all times, it would be an social media content by leveraging trending
effective strategy to share your content topics. This can be done by supplementing
multiple times. To give you an idea of the your posts with current trends. Data from
effectiveness of re-sharing content, on current hashtags and viral posts amongst
average, a re-tweet will receive 86% as much other trends can be creatively introduced
engagement as the first time you tweeted it. into your social media posts, and
Also, an added bonus of re-sharing content subsequently, there is a probability that your
is that you can alter the text or images, and post will trend as well.
even compare their performances to help

4
you with your strategy in the future.
Harness the Power of Contests

2
Contests produce massive engagement
Share Content at the Right Time because it poses an easy challenge to the
The right content shared at the right time audience, and offers a great chance to be
can make all the difference to a social media rewarded with exciting gifts. An additional
marketing campaign. No matter how good tactic which is popularly implemented is
your campaign is, if it is executed at a low called “The Viral Loop”. Through this every
traffic time, your campaign will not get the participant is asked to refer a friend or
desired results. perform an action which can bring in
new entrants.
For example, on Facebook the

5
best days to post are Thursday
through Friday. Wednesday Utilize the Gift of GIFs
has the peak traffic,and early GIFs are creative posts which are easy to
afternoon is the best time for create, and are free of cost as well. They are a
maximum engagement huge hit amongst the young social media
crowd, since they contain an element of
surprise. Therefore, if one can incorporate
their brand into a trending GIF or even create
a totally new one, it increases the possibility
of creating more awareness, since GIFs are
immensely popular and can easily be shared.

ProLearn The Universe of Social Media Marketing/ Tactics 11

TM

manipal
6 9
Explore the Wonders of Humanize
Influencer Marketing Share photos of yourself and your marketing
Influencer marketing has incredible team. Provide candid shots so that customers
potential. Through this, you will have to can directly connect with your brand on a
approach an influencer, and tap into his or social front. This will increase the probability
her levels of visibility. Subsequently, you will of customers remembering your brand more
earn a better reputation for your brand and when they come across future posts.
potentially gain some of the influencer’s

10
followers through association.
Jump Onto the Video Bandwagon

7
Facebook users watch 100 million hours of
Converse video every single day. And 82% of Twitter
Use a conversational tone in all your posts users watch video on the network. Therefore,
and updates. Being too formal would mean a it’s a safe bet to say that sharing videos will
lack of a direct connect with your audience. help you engage your fans and followers.

11
Use questions and statements which
would portray a friendly and Optimize Efficiently
approachable attitude of your brand. Ensure that all your social media pages are
Audiences are far more likely to loaded with relevant keywords. This will
recollect your brand when they ensure that whenever a customer looks for a
require a specific product or service. service/product which you provide, your
brand will be ranked high amongst the

8
search results.
Bring Your Updates to Life
The social media world is quickly moving It is safe to say that Search Engine
towards real-time experiences. To facilitate Optimization has become an indispensable
this, there are platforms and technologies part of social media marketing approaches,
that support hectic real-time posting. since it puts your posts right up there when
Therefore, live updates can be a very powerful it matters.
way to engage with your customers.

You can also post updates of your campaign’s

latest trends and news and keep your
audience in the loop.

ProLearn The Universe of Social Media Marketing/ Tactics 12

TM

manipal
 06
CHAPTER

S.M.M. Success
Stories
Since social media marketing has such a massive appeal, it was quite natural that a lot
of brands would be utilizing its incredible potential. With low initial investments
required and a high ROI, there have been plenty of success stories which involve brands
benefiting immensely from social media marketing. To give you an idea of how a
successful campaign can benefit a brand, here are some of the great success stories of
social media marketing

TATA
Capital
To launch the Salaam Loans under their ‘Do Right
Initiative’, TATA Capital wanted to help deserving
individuals who do not have access to loans, and
subsequently wanted to empower them to claim their
#LoanKaHaq.

To facilitate this, TATA Capital urged their social media

followers to share stories of deserving individuals. The
brand reached out to their social media followers by
vowing to provide loans to individuals whose stories
could reach a 1000 Likes on Facebook.

The result? The campaign had a reach of more than

1 million, and delivered over 19.2 million impressions for
TATA Capital on Facebook alone. The campaign helped
the brand get a staggering 967k page likes during the
campaign. This certainly indicates that the campaign
was received favourably by their social media audience,
and helped build a very positive public image
for the brand.

ProLearn
TM

manipal The Universe of Social Media Marketing/ Success stories 13

 Domino’s
Pizza
They used an innovative social media marketing approach
in which customers could request a delivery of their
favourite pizza by just tweeting an emoji of a pizza to the
Domino’s twitter account, or by using the hashtag
#EasyOrder.

This approach won widespread acclaim and it was

featured on various magazines like Forbes and USA Today.
Moreover, it has provided excellent results on the business
front. More than 50% of Domino’s orders comes from
digital fronts these days.

Woodland
Shoes
Woodland came up with an Instagram campaign called
“One with Nature”. The thought behind this was to show
how important it is for us to be concerned about
our environment.

In a 3-part story, the brand highlighted how

Woodlanders, being explorers, are one with nature and
asked their followers to come up with ideas that might
help in saving the planet from further harm, and the
results were breath-taking. The campaign created an
engagement of 5k and recorded a reach of 380.5K.

ProLearn
TM

manipal The Universe of Social Media Marketing/ Success stories 14

 Check Out Our Social Media Marketing Course
http://www.manipalprolearn.com/programs/social-media-marketing

facebook.com/manipalprolearn in.linkedin.com/company/manipal-prolearn twitter.com/manipalprolearn

Contact Us
http://www.manipalprolearn.com 1800–103–5941 [email protected]