Social Media Marketing Full Course 2026 [FREE] | Social Media Marketing Tutorial | Simplilearn

to this course on social media marketing by simpler. When you scroll through your phone for just 5 minutes, you've already seen 10 brand post, three res and at least one ad that somehow knew exactly what you were thinking about yesterday or maybe today. Social media is where attention lives today. And for brands, that attention is everything. But just posting content is not enough anymore. The marketers who actually win on social media are the ones who understand the strategy behind it, the tools that support it and the numbers that prove it's working. And that's where this session is going to break down for you in a very practical no fluff way. So whether you're just starting out managing a brand social presence or offering it as a freelance service, by the end of the session, you will have a clear picture of how social media marketing actually works on the ground. So here's what we'll be covering today's video. First, we will see how people search and what kind of content catches their attention online. Second, we will look at keywords and content ideas that helps your post and pages read the right audience. Third, we will understand how to write better titles, descriptions, content that connects with viewers. Next, we'll be covering how to understand user intent so that your marketing message feels more relevant. And finally, we'll look at basic tracking and performance measurement to understand what is working and what needs improvement. So, if you want to become a digital marketer, I highly recommend you checking out this AI powered digital marketing certificate program from SPG School of Global Management and Simplier. This is a 5-month online course that will teach you everything you need to know about modern digital marketing and it's designed specifically for the AI era we're living in right now. The best part is you will learn how to use AI tools like JGBD, Canva, Semrush along with 50 other marketing tools that companies are actually using today. This isn't just theory. You'll be getting live interactive classes with real professors from SPG and global work on seven hands-on project and mentor support and study over 15 real world case studies. So what are you waiting for? Hurry up and enroll now. The course thing is mentioned below. Before we move on, here's a quick quiz question for you. What does SEO fundamentals mainly help with? options are video editing, search visibility, graphic design or email writing. Let me know your answers in the comment section below. Now, this is a graph which shows that there'll be more social network users than TV viewers by in the US by 2025. Remove this US part. This is a graph from US. But that's going to be a worldwide phenomena. By the end of this quarter 2025, additional marketing is going to uh surpass TV advertisements. the total spend on TV advertisement by uh will going to be surpassed by digital platforms you see. So when TV viewership and advertisements were already at the peak this is where we started that's why I said that around 2020 2008 and 9 we started right right and you see the gap over here is huge from 79 uh millions and almost 300 millions this is the peak number of TV viewers and you are nowhere right but significantly over the last one decades if I'll just say from 2015 till 2023 or 2024 TV viewership is declining which is ad spend is also declining over here and the the time spent on on on this kind of platforms or social media platforms is going much much higher and you see this this is where the break even almost we in when the end of December uh I read a report that TV uh and uh and and digital ad spends were neck on neck like there's hardly any marginal difference in this and By next quarter which is right now we are into TV will slightly surpass the and the digital platforms is going to be uh the most the biggest platform or where in the most amount of money in terms of ad spense will going to be utilized and that's the reason I believe uh we are we are addressing this very very topic right that why social media marketing why what is in it that every world every brand is spending their more money on that instead of instead of the other platforms has ruled the market for so long, right? I am not great that marketing your brand using the social media platform and providing them personalized requirements. And this is related this question is related to this very phenomena as well that what is the reason that social media saw the rise uh in in in terms of acceptability from brand or the or or the or the from marketeers from brands from products point of view right uh and and I sharp sharper targeting and personalization yes right so if I'll just say what does social media marketing do or what is social media marketing it help us to connect to connect with your audience to build your brand. Now, this is where it's get interesting because it does a lot of things. Drive traffic to your website. This involves creating and publishing as well. Like in most of the times when I ask why uh what uh is social media marketing and what it does and what a brand should be doing for what the brand brands are doing for a very common phenomena arises and very common factor they mention is to do the sales. Now do you guys agree to sell their product or to you know to market product or to sell their product to increase their the purchase of their product from the social media platform sales will follow very right very right point that sales will follow and social media to be very honest guys is not designed to make sales right and I I'll prove that with bit of concept that I have in mind maybe you guys agree with that but that comes later social media the algorithm of that is not designed that not algorithm forget about algorithm the design of of social media itself is not to do the sales. Sales is a byproduct of what all you do right over there and sales will follow. Uh and and and then most common thing that I hear is and I'll write that down in in strong words that social media is then what it does is it help you to do all these things and help us to help brands to in terms of listening uh listening to and type. But then the very common question arises over here and this is this is where I have a different take in that were the brand brands not selling their products earlier. Is it so that Nike or Adidas or any other brand is just started to sell uh to do the sales part of the product just now after the rise of social media marketing? Does Apple were didn't exist before social media or digital marketing per se? Were they not selling products? Was Samsung just just born today? Were they not selling products? Were they not doing market research and surveys to listen to their customers? Were they not doing uh uh you know trying to engage with their customers by means of different activities they planned a customer loyalty program sort of things. Were they doing it or not doing it? The question is that whether they were not able to do sales before social media marketing or digital marketing whether they were already listening to the customers and engaging with the customers. Yes or no? And if they were doing so then why is this all of a sudden this shift to the social media platform? Because all other factors we talk about reach we talk about creating awareness which they still do by means of TV advertisements press oh radios newspapers they still do they still have a huge distributor network channel sales channel they can still do the sales part uh they were still able to listen to their audience by means of different maybe called call customer services whatn not right they were engaging with the customers back then as well so not that these factors have came into a play just because the digital marketing come into a play that now you can engage with the customer, now you can do the sales, now you can do the uh uh connect with the customers, right? Or or sort of or you can create brand awareness. These things are well established factors earlier too. They were doing these things earlier as well. Then why this all of a sudden huge force which is guiding the brands and the marketeers towards social media platforms. This one and this is my phenomena. Let me know if if you guys agree with that or not. Right? This is what I have learned over period of time. The reason for all this success rise and shift is one common one factor which these brands uh which in terms of marketing was is a very very great very very great form of marketing. There's no there's no alternative to that kind of marketing yet, right? And the social media has given an access to at least penetrate in that form of marketing. That is nothing. But what you call it is or say word of mouth right now with all the spends with all the technology with all the sort of sort of campaigns targeting print media digital print TV and everything else there's one form of marketing which brand for a longer period of time has no control over no matter what if let's I'll take an example of Nike because it's a more renowned brand and everyone knows that not to demean or not to praise that just for example point of view Nike was doing great in terms of sales numbers they were engaging with the audience this one of the biggest sport creating culture brand right and they were they have they have uh hired popular figures like Michael Jordan and whatnot They were engaging with the customers, inviting customers to play around, events, engagements sort of things. So they were doing that engagement, they were doing sales, they were listening to the consumers as well. They were known as a rebel brand as such. But for that brand also there was one thing which were missing which was which which was missing is to control the peer-to-peer conversation or word of mouth which to my mind is one of the biggest form of marketing. Biggest form of marketing is word of mouth. An example of that is let's say Nike being a very good product but let's suppose if I want to buy a product today right and if I just ask among my friends and family whom I trust and I say I'm I'm planning to buy these shoes and if five people out of that will say no don't buy it it's not a very good product right and they are this fault and that fault chances are 90% I'll be convinced I'll not buy that and for a long period of time brands were not do not have any control that once they are away from the product once the service has been consumed and once they detach from the brand what exactly they talk about the product and service they were not able to understand that right today that the phenomena has changed today if I I'm buying a product more than so this peer-to-peer conversation social media has increased the volume of it increase the size of it my friends and family is not the only peer I'm communicating about a brand or service I'm now communicating my peer group is much much bigger now in fact I don't know my neighbor but I know the entire world for that product who are who are looking forward to and then if there is any issue there is anything wrong anything right or whatever the first thing that that's that's an impulse says and let me know if you guys are agreeing with me or not the first thing I do is I go to Twitter or or or Facebook or let's say any other platform and I'll write about it I bought this product XY Z and I faced this problem blah blah blah issues this and that sort of and I try to make increase the magnitude of that conversation going bigger. If I'm good then do I write oh what an experience I have went to this coffee chain and all sort of things and amazing experience I I I' I've received if it's bad I'll write it too even even more aggressively uh right now what I'm talking about is from brand point of view that what access it has given to you given and why they feel this is going to be the game changer and that is nothing but to control our word of mouth right so earlier the conversation which was behind the doors and I was discussing this what brand is doing good or what brand is doing bad now have as a customer when they started to increase the size of this peer-to-peer conversation instead of discussing me discussing that thing with my friend or my family I'm discussing that thing with a larger set of audience that's where the brand find a way to enter into uh into the life to control this word of mouth and because of that if you notice if some of you know in most companies or in most of the brands they have a team they hire a agency they are a tool tools like meltwater tools like like radian tools like Bootsu, tools like so many other platforms to do nothing but sentiment analysis. Have you heard of this term? Because the social media has then filled this the gap bridge this gap which was there. What a customer talk about once they are not part of the brand or the product or the service, right? Once they are done, what they talk with the within the peers, within the community, within the to the people, how good or bad they can influence the audience and they had no control. But with the rise of social media marketing since this conversation started to happen more on these platform, they saw an opportunity to control this word of mouth by means of sentiment analysis. How many mentions I have done myself like we have licensed to some of these platforms and we used to mention we used to measure we used to make a report a very detailed report that what is the total size of your mention the mention about your product let's suppose there are in a month uh if somebody is talking about shoes or somebody's talking about your brand how many mentions you have overall social media platform let's say one out of one lakh you receive 70,000 mentions out of those 70,000s how many are positive how many are negative we do negative ative sentiment analysis. We're doing positive sentiment analysis and then brand have an access. How? If you can just consider this as a word of mouth, the brand for the first time has a chance to trigger it and increase and make it viral. If there is a lot of positive mentions and make a campaign around it and spread it like people are talking about it, thank you this and that and what not and all those things. If there is a negative mention for the first time brands has the opportunity to reach to that consumer and convert that negative sentiment into the positive sentiment like maybe providing some solution addressing their challenges and once that happened the negative one also talk the positive one. So the conversion of a negative customer which I might have lost before the social media era now is getting converted into a positive customer and that's is one of the biggest reason that shift from the brand point of view happened to these platform because everything else uh pricing promotions place or product uh uh you know sales uh engagement with the consumers creating awareness trying to have a wider reach. They were doing it but they had no control over what you think what your sentiment is about the brand after you detach from the brand. What you talk among the groups and the community and can they be able to control that ever and social media has given access to that making sense to everyone to at this point right and that's my dear friends is the reason that why uh you know uh all of these things started to happen. Now the start of this happened. I will just give tribute to those legends like you know how many of you have have have tried this platform called Fster and MySpace. These are the early ones like the first ones to be very honest. MySpace is okay. So early 2000 there's something called so those who think Facebook has just invented this no Facebook is just one of the product but make it more bigger and successful. So early 2000 it was uh I believe uh friends which was started in 2000 if I'm not wrong. Then there was MySpace. It was a big platform in US back in the days much bigger than what you see today Facebook or Instagram. Then what has made these platforms or the social media marketing more global? Friends and MySpace was there but some people are using it. Some people were just totally ridiculed it. it I believe they were ahead of it their time. The audience was not ready for platform which can help people engage over over mobile phones or laptops or something like that. It was ahead of their time. It's like you know we talk about movies. The movie was ahead of its time and that's why there was no acceptability. Same happened with MySpace and for stuff. But there was one platform which has be which has made it more commercialized or made it more commod made it more as a as a common commodity for a larger people to use which was Orut. How many of you have used Orut ever or have seen or been on orut? Yeah. So this orut was one of the one sensation or kind of a success back in the time say early 2005 six till 2007 till Facebook didn't came right and or was the platform right it was a global platform people and it's it it was a product of Google by the way so it's a Google product or was a first you can say first global social media platform much like Facebook or Instagram today right and it was an instant hit for a for people because I'll tell The millennials like those who are now called millennials for them it was a challenging year in the '90s and 2000 because technology was not that evolved. uh if you leave your city, country or sort of things after your education, say after your schooling, it was very tough to maintain content, connect with your friends back in the time, right? and then came in or code and all of a sudden in 2006 five six people those who have done uh graduation by then the millennials or shifted cities did their schooling and lot of sort of things they start to find their longlost friends on or right and it become a sudden hit because for them it was not time like this people go to college with mobile phones even now they have a they have access to mobile phones or everyone who is going to school or college today will have a social media account and they can connect for life right it was it was a tough time for being getting connected with your friends right and was become a su a s c s c s c s c s c s c s c s c s c s certain hit but only remained successful till Facebook didn't didn't came and in 2007 I believe uh rise of Facebook happens and I believe 2007 onwards and then died its own death today We uh we we call it we call it the most biggest platform called Meta now Facebook and other products of its right. uh any any idea why do you think people have left or code and why Facebook become a sudden hit even though Facebook doesn't have a doesn't had a first mo advantage or could had it in that sense global way but why Facebook become sudden hit any any clue if you could just transport yourself back in the time back in the 20078 era and think of it all the millennials are I mean the millennials were the first ones who tasted first social media platform Zenzi came much later right so it was it was millennial ials who have tasted the uh social media first right and most of the people who are at that age at that era in 2007 8 who shifted to Facebook were the millennials and have heard of moved to Facebook because their friends were moving to Facebook and also they heard from the other friend that I'm now on Facebook I'm not on or yeah for yeah yeah very true very true because now all my friends with whom I connected on with whom I wanted to get connected with are moving on Facebook so why should I be on orot right very true and people have moved to Facebook so all of even I moved on Facebook because my friend said that I'm on I'm on Facebook now right and the transition happened very true very true in that sense mobile friendliness much happened much later sadak much later I'm talking about 20078 remember Apple was still not there or just around there there's huge Nokia phones with smaller screen so they were like like you can access on Facebook on mobile same way you can access or as well so uh Facebook was not an app earlier Facebook was a website like orut If you if you remember the the old Facebook, it was a proper micro site, not mobile friendliness was not the reason. Yes. And uh uh just was right right that it just people moved on that because of the other people were moving and word of mouth was played a role but once they moved while the Facebook become sudden success and which Orut can't replace my theory is which Orut didn't do and of course there was lack of innovation on on on Hey, human psyche is what's happening in my life doesn't matter. what happening in other lives I'm more interested to know that what happenings in my my friend's life my neighbor's life we are more keen to know that instead of what is happening in in my life and to show that we also doing that to to what do you call you know to to to to show people that okay I went to this I went to that and also to know that what other people are doing that's where Facebook play a role right it was a very open platform whatever you share your friends are share or you can go to their profile and check that what activity they are doing and you know it was you can say that eve te what do you call uh eve teasing kind of thing which they have opened which didn't open right so or was a very limit closed ecosystem Facebook open it and you get to know about everybody what they are doing you can also flaunt that what I am doing and that's where they played it very nicely the human psyche that you know everyone was more interested that what other people are doing and that's how the the cycle happened and it's keep on keep on rising and that the platform become very very big. Yeah. So the openness of that and of course the other points that you have mentioned the superior experience more technically enhanced product it was or could face lack of innovation and more importantly uh I'm sorry to say that at one point in time in countries like Mexico and Brazil it has become the onepoint source of illegal activities and also prostitutions kind of thing happening on our court. There was uh there was there was security issues and challenges uh which was noticed worldwide and then of course the very audience who made the orut successful have shifted to Facebook itself. Or changed to Google+ later on and then hangout G+ G+ it was another disaster. Uh then hangout was another disaster. So Google has more failures than success. A small video which will help you understand how the the entire journey of social media happened. So you see how the social media journey has started the platform which with which with which which we all have access to and started back in time today almost none of that is there and only the Facebook and YouTube is somehow battled it out still remain at the top and there are so many new players entered into the market right just a small journey of last 15 years been technological in terms of changes in in the field of social media in terms of how new players have entered today tech is a new revolution is happening in the world people are moving to Tik Tok and sort of things so so a sort of thing happening now let me open this presentation whatever we had discussed uh let's let's understand a bit out of that and then we will move to something else right so a learning objective identify the user features advantages and disadvantages of social media marketing to improve business analyze current trend. Explain for this I'll show you a graph of course uh to see that how it works. Explain social brand management to enhance the product or brand perceived value. Identify the ways of engaging with people and define and persona. Explore social media strategy. Understand significance of storytelling and key social media matrix. So it's an interactive uh why this entire buildup in the beginning of the session because so that we'll have as I said you all have a know how of the social media marketing social media platforms and then the job is even tougher to explain you from different point of view different perspective and that's why this entire buildup was and then we'll see what all things we have here. It's an interactive digital platform that allows users to share content quickly and electron electronically and people can share various form of expressions virtually. We have discussed that right all these things uh personal use of social media connecting with friends family this is what it started with but it's no more just that it's more of like brand pages and access to brand pages more brand driven more product driven the idea was this but now it's totally different altogether it can express offic opinions spreading information is what I have discussed about right word of mouth and this is one point which has given access to the brands to enter and control those sentiment control that information which is getting shared. If it's positive, make it 2x, 3x, 10x faster and bigger the share sharing power of that. And if it's negative, control that, try to convert that, control that, convert that and convince, right? Control, convert, convince the negative one and then uh make it positive, right? uh then we have different kind of platforms as we are talking about some of the leaders in social not this I won't see a leader leader as such when I'll show you the graph but yeah more common platform right uh in terms of social media business promotions then we are here right so better reach many of us talk about it is provide better reach it allows to share messages quickly help build relationships among customers and followers very important point and see nowhere uh it I even if it's mentioned it's not mentioned I don't know but sales always remember is not a direct factor of social media platforms it is a byproduct it may happen it will happen eventually with time but it's not and I I'll tell you why also once let me finish this and I'll tell you why right it offers growth opportunities it creates a loyal base supporter very important point it creates a loyal of of supporters. It boost inbound traffic and increase conversion rate. Now brand loyalty is a very important factor. So many of people have so many of you have talked about it creates awareness. It help us to create engagement with the customer and connect with the customer. That's nothing to build community and build relationships and build connections with the consumers which was earlier missing in a way right. uh so creating an emotional connection, sharing relevant and timely content, providing values to the customers and interacting with customers regularly. Uh this is what has helped brand to not only create and develop develop brand advocates but also continuously leveraging that potential on platforms or in some different ways to not only promote their uh product but also uh in a way to create fan followings to create uh brand advocates for them for them uh to make it a viral factor right then we have other advantages improves customer satisfaction as I just talked about you know converting negative one into positive one address the the issues more more conveniently more easily uh right help improve search engine ranking it is cost effective and efficient because there's lot of flexibility when it comes to cost to promote your brand it's customizable based on your requirement you can create brand pages uh you can come create your own communication. You can have your own uh what do you call matrix budgets budgetary uh issues you can solve that you can you can optimize which part of the social media you want to advertise what kind of advertisement you want to do and all sort of things and then of course influence market insight is what I mentioned this is not only market insight but also the sentiment that you can control that comes from product point of view or or consumer's point of view uh then We have other advantages for presence on social media help us to brand keep customers engaged and updated. And if you uh if you if I I I light on a light note I always say that social media platforms is uh another is is a direct way now to for the for products or the for brands to do the product launches. They announce make the announcement over here also. If you see if you can do you think social media nowadays or specific specifically one platform serve as a customer service platform that the de facto of that platform has turned out to be announcements and and and uh as a consumer service platform. Do you think is there any platform or do you think is X very right because the entire the way X operates or the Twitter operates this has become more of like a customer service platform and most of the brands today you go and you see that most of the brands today at least available on Twitter because the first thing people do about uh about good or bad about a product is they tweet about it right and many times I have done that please let me know say yes or no that uh if you had any problem uh with any product service. What you did is you went to Twitter, you write your tweet that I have a bad experience blah blah blah this and that and the next thing you get is like you know please share uh your details over the directly to to us uh DM us and you know and the team will get connected with you. Yeah. Yes. I I have done that quite a few quite a few products services that I've consumed and we do get resolutions much faster compared to their own their own customer service platform. So def facto it has become a active service platform for most of the brands where consumers go and complain and the brands also listen to their voices. If you remember in the mention I mentioned about this listening and engaging with your audience and control over it right. So this has become a de facto platform to to address the address the complaints serve serve customers issues and they are brands are now in a way if not willingly but forcefully are there because then otherwise people will talk about anything negatively and they will not be able to uh able to understand that what is happening. Okay. Now, next, right? Create a favorable perception. As I said, word of mouth is all about the perception building, controlling over that and generate a narrative. Try website traffic. I mentioned that already earlier and monitor genuine opinion. This my dear friend, these two things, monitor general opinion because word of mouth plays a very important role. what people are in general talking about that whether they are talking about positive, negative, neutral so that we can also improvise uh they can also optimize and they can control and convert that right influence decision to purchase and that's why I said sales it's not the sales which is a direct byproduct it's just influencing people by all these means to may be converting the consumer into buying their product because they're influenced enough by these uh these things which has been happening over there on the platform. Then create attractive online offers. Develop target market. Right? This help us because this is more datadriven. You know what kind of audience came? What kind of what kind of age group is interacting with your product or service on the on the social media platforms. Uh how it's working, what they're mentioning, what they're commenting about, what they liked, what they didn't like. and it helps them to design the develop or target market. Then significance global news mostly Twitter help to influence the purchase. Customer service I just mentioned about that that how it is one of the important tool to serve the customer. Many of times they do not put very lot of importance on their own website to serve the customer uh or to have an active customer service but they are more active on social media platform and that's why there's the rise of social media agencies for the brands and you might have heard that we handle their social media we handle the social media of these uh celebrity or these products or these companies because that's a important platform to be there to communicate and to serve the customers likely new product and launches right as I mentioned about these are the now the platforms where and in fact I work for an automotive brand where we have done an automotive the entire product launch of that product on uh social media platform and then we did the ground activation activity later on. So social media become the digital first kind of a thing and we did the advertisement first on that and then move to the offline activity right now types of channels organic personal profiles blogs business pages all that you can do and in inorganic paid advertisements uh through through let's say meta ad platform which we will learn at the end of this session not today's session but this entire overall social media marketing session that how to create ads and how to do that like much like what we have done with Google, right? And organic also is is a huge role to play in terms of making your content viral, reaching to the largest set of bigger audience, uh organically, develop a community, uh engaging with the consumers and sort of things. Then significance, it's kind of repetitive this part, but social media can be utilized to express thoughts, share knowledge, influence others and gather feedback. All these things work and align with the c with the brand's need and the requirement which they have to do to uh to understand the thought process to to share and to influence and get the direct feedback from the consumers. There's no third party in between the direct feedback through the comments from comments that whether the customers are liking it or not liking it. There's no filteration to that right and then they understand it clearly that how which direction we are uh the brand is moving. significance of social media examples express thoughts Twitter users opinion about a Facebook map so it's more opinion I will I will uh we will understand each of the platform also in more in detail and that's when we'll we'll talk about these things that what is the purpose a particular brand if you make a social media strategy what kind of platform you choose what is the purpose to be there on a particular platform uh how the entire algo works uh what is uh uh strength is kind of thing. So we will we will spend some time in the next uh coming sessions of in understanding each of the platform as well and yeah in production and launch of the products over there. These are just some examples influencing and the database kind of a campaign to make a customer support or customer service on Instagram. So this is an a brand called Airtel which is an India telecom service. They are operating on Twitter working as a customer support platform right and then here we see Tesla cars advertisements creating curiosity about its cost and features. So total advertisements or promotions by means of videos or or photos on social media platform. Then comes features of social media marketing. Requires constant creation of content and engagement with the audience. Is time consuming but worthwhile. Requires minimum minimum time and budget for campaign launch. Now this is what you all talk about. It's cheap product and everything else. Yes. But uh it's not cheap rather as I said it's more flexible in terms of minimum requirement, maximum output or minimum budget and you can you can go ahead with that. So there's no caveat that you know you have to only spend $1,000 or $2,000 then only you will be able to access the marketing platform to advertise your product and that's where most of the small businesses or the startups today's there's a wave of startups the culture of startups and you see they have they can easily access social media platform to create brand engagement and also to influence the decision making and you see it's mentioned over here provides opportunities for smallest businesses very rightly said Right. Uh then we have more a datadriven is what we talk about. So it's it can manage, monitor and analyze the content regularly which means you can optimize it. You can go back to the boardroom and see that what has worked for me, what is not working for me and then you can save your money. uh more than that you can make your campaign success even if it's initially not able to see it the kind of result you want to ensure availability of resources and utilize effective tools to reach key audience which we started with that it can help you to uh be there with a wider set of audience uh reach a larger set of audience or also as smaller as you want to. So you can you can filter that out how you want to communicate and accordingly you can be reachable to the largest to the set of audience you want to then what are things that you can help or what are the goals that you can achieve from using social media it is playable right so you can increase followers and subscribers basically these two things you can increase followers and subscribers and build community which is very important we're going to talk about the importance of community building generate leads uh increase app install and usage promote sales and conversions. Now when I'm saying you see not sales and conversions but promote you can promote and then converting that into conversions and get leads which will eventually help you to increase revenue but this side the creating awareness influence traffic increase followers and generate leads is larger or bigger topic that we can address using the social media platform. So we'll stick we'll limit our slides till that and we'll not further go into presentation because there are other topics which we will go back to it when it's needed right uh but I will is is is it clear to everyone so far not nothing to be not clear about but still as I need to ask right now uh let me show you another another graph or another chart before we move further which is let's say this or rather before this let me ask a question that what do you think is one of the most biggest platform of course you guys have seen the video so it's easy to answer but apart from just what you have seen in your mind what do you think is one of the biggest platform today right and why do you think uh it matters Uh and if you think there's another platform which is where the audience is moving like much like from or to Facebook happened which platform is that and why do you think that is happening? Okay. Sat says Tik Tok any any other FB to Insta. Sheital asked from larger perspective it's Instagram. uh Tik Tok is not available in in some countries like it's not available in India uh US things going on let's see how it will happen the last latest update is which I wrote a post about also on my LinkedIn that uh now Tik Tok most likely will be the operation part of it most likely will be handled by earlier it was uh everyone wanted to handle the operation of Tik Tok in US say Microsoft or X or Google or anybody sales meta but Oracle a software company is most likely be the the winner succeeding to handle the US operations not clear how what will happen to the prized algorithm of Tik Tok whether they will handle that as well to US entity because if that happens it's like digging the grave for Tik Tok right but yeah till now it's available in US so we can say that so okay Instagram the moment is happening but we have already seen the video let's see the photo that if if and then I'll have some questions from you all Let's see that what your what your take on that right so is it visible to all right much like the same graphical representation of what we have seen in the video it's more static so it can it can hold here and we can see to it now today also one of the biggest now people say that Facebook is dying and this is very common common thing I have heard But I visit some of the universities and colleges as well wherein mostly the Zenzes are going to these colleges and they are spending of course they spend a lot of time on Instagram. Uh Twitter is Tik Tok is not accessible to them. Twitter is not their league. Maybe Snapchat and Instagram is most likely they're using and they uh like uh last month I was in in a I was taking a master class of in one of the universities in Mumbai. uh all the MBA students it's a huge let's say 200 220 students and I asked this question that you know how many of you over here use Facebook or aware of Facebook or which platform you using they said Instagram anonymously everyone in one voice Facebook most of the people said I mean I would say 80% of the audience says we are not using Facebook right and and they say they said Facebook is dying Facebook is not relevant right uh I can understand From their point of view also because the the average age group uh in that cohort or in that group was around say 2021 22 at max 22 not 20 20 22 24 25 at max. The question is that if Facebook is dying and if the product of Facebook and Meta is is the same product from sorry Facebook and Instagram is product of meta right so if we can see that is it so that Meta is not aware of or Mark Zuckerberg who is smart person maybe smarter than most of us over here know doesn't know that or is he on purpose allowing Facebook to getting killed if he can revamp Instagram or make it popular he can just do the same thing on Facebook as well at the end of the same group Right. I would say why Instagram al sorry meta also knows that that Facebook is now most of the young generation is not there of course but the older generation the millennials who moved to the social media first are still there they still using it right for them they may not be on Instagram but they're still connected on Facebook also the strategy is now if you heard of this term called uh Facebook marketplace right and they are now promoting Facebook more as a marketplace than a social media and Instagram serving the purpose of social media and community building also from brand point of view. If you think why that meta is not doing anything on Facebook and still the numbers are increasing it's still the 2.9 monthly active users is because from advertisements point of view Facebook sits on a huge set of data in fact in fact Instagram is dependent on the data from Facebook. Data point of view Instagram is also dependent on the data that Facebook has and Facebook has a huge set of data. Now why Facebook is still one of the biggest platform in the world and rather one of the biggest platform on of social media platform when it comes to ad spends because the brand is the products the companies still stick to the Facebook the reason is and here I think a little little maybe different the reason is you see most of the zenzes today use Instagram but if I'll ask you a common question today that whom do you think will have more purchase disparity the millennials who must be in their mid30s and 40s now and those who have joined Facebook when they were in their 20s or those collegegoing students whom you called Zenzi whom you do think on an average I can't generalize it but average whom will have a more purchase parity they are now in their mid-30s and 40s they go to office they have big deep account deep pockets deep accounts while the genies are still on pocket money and sort of things barring the fact that some of the senses are are are are rich and and they are they are doing something or you know on an average millions have more money more purchase parity and most of the brands with with whom these millennials will connect or the the kind of product they consume the kind of product uh they use in their service are still on this platform for a reason because the millennials still access Facebook they have the purchase parity the ad ad platform which serves the the basic basic money earning tool for meta are getting run on Facebook equally or maybe more than Instagram because people consume ad on Facebook and then the people who can purchase the seeing the advertisement can click and purchase the services directly are more on Facebook than on Instagram and that's why Facebook still dominate the space even people keep on saying that Facebook is dying or this and that and Instagram is taking the lead. Yes, Instagram is taking the lead when it comes to engagement factor, but Facebook when it comes to data, Facebook when it comes to advertisements, Facebook when it comes to an audience or the or the demographic of the audience who can still spend more money on Facebook than on any other platform, right? And that's the reason we have these kind of numbers. They also know that the millennials are there, they have to purchase priority, but the this this new generation is there soon they going to be in their workplaces. They have the money and they are spending their they spend thrift generation. they'll be spending more money rather the millions were more s saving driven the genzi is more expensive right so they want to also want to audience and that's why they're developing Facebook as a marketplace so the next question when I when I ask to people that okay those who are have seen of Facebook have they tried to to to use Facebook to buy some products and they said yes the Facebook marketplace offers them secondhand goods sustainable products and sort of things wherein they can go and check the products right so Meta also knows but they just wanted to create this division keep on keeping that because they know that Facebook will survive for a long because Instagram is dependent for data point of view on Facebook itself and the the marketplace they are growing up to if they will make it big the the the the kind of hold the Facebook is will remain unchallenged for for even for more years and again the data that they have why this rise because brand will stick will still stick to FB ads for campaign first the kind of audience the Facebook has the purchase parity and from advertis ad advertisement point of view the targeting capacity and the capabilities to advertise and if you if you see if you go to the Facebook Facebook still has this feature called you know brand pages right brand pages and uh you know you have followers of those brands on Facebook like community kind of thing like you go to any automo uh you go to you go to any Apple Samsung they like once upon a time Coke Pepsi war used to happen on on on Facebook right so all these brands if you just go after this session I request please go and check Coca-Cola or Pepsi and you'll see their official brand pages over there and they announcements over there right uh they are available over there in in in all good sense engaging with the consumers launching the products and advertising over there promotion over there you check Coke you check Pepsi you check any of the automo product that you like maybe the the common products uh brands that you have and check all the brands which you can think of are there today because of the brand repute and the brand awareness have their pages exclusive pages on Facebook business pages which you might not see on Instagram. This trend you see because largely the brands are still sticking to Facebook because of its Facebook ads campaigns and the kind of audience they have until that time brand will be there the platform will survive because at the end of the day the money come from the products not from the consumers right they are spending money in terms of ads engaging they they are the ones building community and all sort of things right now the other thing you can see is YouTube as it was in the video itself YouTube So this is 2.9 billion active monthly active users which is if you just convert this as a as a as a country uh you know one of the biggest country in the world would be Facebook with highest population in the world right the second is YouTube uh which with with 2.5 billion active users in the world but this is largely the video kind of advertisements and the video content you see we're going to talk about that in detail as well about this and then I'm not considering WhatsApp right now because direct advertisements is not allowed on face on WhatsApp right now. Still you can build a community, you can engage but you can't advertise directly on on WhatsApp so far. It's still not we started it for our good thankfully. But yeah, then we have Instagram. We talk about this is WeChat. Uh WeChat is there was there in India for a very short while but now it's banned. It's not accessible in India. uh WeChat uh is is a super app of China. It's governed by Chinese government in in a sense that you can do everything. So you can do your KYC what do you call it KYC in India you can documentations you can pay electricity bills you can also use it as uh social media platform. So it's a super app in in in China right now and then we have if you see these two things Tik Tok which is kind of sensation I just talk about the kind of algorithm this is one of the biggest most fastest gaining successful platform in the world today you talk about the brands they are there right and I'm going to talk about that Tik Tok in detail for separately for all the platform let's say but you know the algorithm is still not unmatched it's like still unmatched And none of the other platforms are able to match it to the kind of algorithm they have, the kind of virality factor they have and the kind of success they have tasted. Right? So it's also short video content platform. And if you see there are two Tik Toks over here, the kind of Tik Toks, Tik Tok and Dowin. No, it's not desktop or mobile version. Tik Tok is a global platform which they serve. Now that's where the Chinese uh government also play a role, right? So the algorithm for Tik Tok, the kind of content you see uh people say it's a big conspiracy. Sometime people say, some people believe in it, some doesn't. The Tik Tok platform is for the global audience. Wherever this is accessible like in US, you see this version specifically in China you have this platform DAO in right because in China uh Chinese government has a huge control over the platform and everything every platform social media platform has to have a government intake into that. So for China that's daring also if some of you have able to access that I I have some connection in China and I've I've just spoke about this the kind of content you see Tik Tok worldwide like you know all those at times just the nonsensical kind of content that you see on Tik Tok just to keep the audience engaged the youth engaged and the kind of content you see on Chinese Tik Tok is hugely different there it's more education perspective there's more about nurturing the youth and sort of things and developing that and sort of things the other Tik Tok is totally different right so but just the differentiation is let's not get into that this is only tawin is only for China the Tik Tok version of Chinese audience it's Tik Tok but with different name and Tik Tok is for the global audience wherever it is a available right then we have all other things all other platforms over here Snapchat and uh Twitter one thing if you guys have noticed is uh this one prominent platform which was there in And I mentioned that okay it's not very popular but yeah you can consider this right LinkedIn is not there in this chart everything when you are into marketing things from you have to think from brand point of view the mo the moment you think as a marketer in a brand point of view you'll get all the solutions now see all these platforms over here all these platforms at least most of the platforms over here brand use to connect and engage with the audience audience right by means of advertisements promotions and sort of things the moment it comes LinkedIn first it's a more serious audience not so the kind of campaign you could do in Tik Tok or on Instagram you can't do on LinkedIn the second thing is that brands doesn't use LinkedIn direct as a as a promotional kind of a platform they do it like mostly in B2B but it is they treat it as they treat moh treat treat it more as a mirror website or a secondary website. Now take you as an example, right? Let's suppose you want to know about a company, you got a job offer or whatever, you go to their website and check and the second most ideal thing or most I I believe the second best thing you you will go and check is their LinkedIn page. Correct me if I'm wrong or right, whatever. Right? Because Tik Tok or sorry LinkedIn serve as a mirror micro site or a mirror website of a brand right and since it's work as a website a website can't be same as an advertisement platform or a tool a website is more different more what you say uh information oriented more about their themselves about themselves and this and that like for any brand you you you can't see the kind of thing they have a Nike will have on their website and the Nike running campaign on social media platform because campaign you have a more creative flexibility or the liberty right and that's that's one reason second of course as I said the audience itself is very different the more serious audience on on LinkedIn uh and they are not they are using it for a piece of information now information can always be people consume less than the entertainment right entertainment is always on a higher side than information all these platforms are source of entertainment somebody said in the beginning That's why there's no LinkedIn over here in this series. seeing this graph if I'll ask you like you know uh what are the trends in let's say I will I will come to this topic later on Facebook of course when we'll discuss the social media platforms but seeing this graph if I'll ask you what are the trends that you could see is there anything that you can seeing this if I as a marketer if I if I'll ask you that you know conclude three or four learnings if you need to design your marketing strategy social media strategy From this graph, if you want to conclude something that you need to implement in your social media strategy, what are the things you think would come to your mind or what are the things that you have in your mind? You can you can make out from this graph. Okay. If I'll see to this graph and if I have to say let's say let's say I have to bring two or two or three uh kind of uh uh inputs from this graph. First thing of course what Gitendra has already mentioned uh that for advertisement Facebook is still the thing it's still the king right so brands I would say brands are still sticking to Facebook ads and and camp uh Facebook a Facebook platform for community building and advertisement so for my campaign I can't ignore Facebook as an advertising platform I like it or I don't like it I consume it or not consume it but from advertisement point of view Facebook is still a thing and I will have to keep a focus on that. That's one. Yes. Uh then uh second if I'll see the graph is if you see YouTube, Instagram the rise of it and Tik Tok all these platforms are gaining the momentum and rather uh rather are more popular which means and also YouTube is there. So video content will be preferred rather more importantly if you just summarize that that YouTube, Instagram and Tik Tok right and they are all now featuring in the same direction there will be uh the vertical videos the content the brands which will be promoting vertical videos will be decisive will be decision making will be more engaging and will this these are the kind of content that will help us to connect better with the audience. So the rise of short videos is very very significant and it is going to yeah shorts and reals but vertical videos like back in the days if you remember people used to watch videos on a bigger screen with the short videos concept people watching in a in a landscape mode no vertical mode and watch videos in a vertical mode they don't even do landscape because it's become tough right so mobile phone and then the rise of vertical videos platform vertical ical video is going to be more decisive and going to play a very important role in terms of branding and advertisements. in that if I just so I'll just write it down first uh first being now this I have read recently like u that as per a report there's a sudden rise and spike in the video consumptions of vertical video consumptions and 30% more rise of of of of of uh vertical videos and all the social platforms because of these kind of videos. Do if I'll ask you do you guys have any idea what is the average time spent per visit on YouTube? Let's say YouTube is bigger platform. So we'll talk about YouTube for now. What is the average time spent per visit? Not like in the day if you want to 10 times then you can load it. If you go one visit, what is the average time spent on YouTube watching the mostly uh videos and short videos? See after the rise of this two hours that's very long but it's okay. I believe the way things are going towards won't be a distant thing but in one visit I meant to say in one visit earlier the average time spent on YouTube say I'm I'm I'm taking YouTube as a one platform not just generalizing for all but YouTube as per the report it says that if any single visit the average time spent on YouTube earlier was around 7 minutes how much 7 minutes in one visit and that's it. But the other factor now comes in that today with the rise of vertical videos. FA you remember YouTube was not primarily into vertical videos. They were into full-fledged long-term content, long content and you can watch keep the mobile like this in landscape mode and keep on watching it. It's not like you know continuous scrolling and sort of things. But from the time Facebook uh YouTube also launched it as a meto product seeing success of Tik Tok and Instagram. Uh right the average time has increased from 7 minutes to 25 minutes which is almost what three times of their earlier time a three time engagement or time spent on a platform which is a significant number in this in its own right. I just write it down. Third and fourth one rather. See one is about the advertisements. Second is about seeing these trends video trends we can say the vertical rise of videos. The the third is that brands now can't skip WhatsApp even to the advertisements advertisements are not allowed on that but for community building for engagement engaging with consumers WhatsApp is going to dominate the role and soon it is going to be the one factor to not only not only engage with the consumers but also as a customer service platform personalization of content in terms of reaching one-on-one because WhatsApp is largely one-on-one right so while while YouTube and sorry while on Facebook and on in YouTube or on Instagram you can advertise to large set of audience different one ad seeing being seen by thousands and hundreds of people but not on WhatsApp because you can't advertise on WhatsApp yet right so whatsApp excel is to have a personalized reach we talk about awareness reach personalization personalization is a factor that will be played out by WhatsApp because there you can reach oneonone engage with the customer may say that okay sir you are not okay with us you can you can take 50% discount the same product other customer we can say you can have something else you can have one-on-one free or whatsoever right because we have a team over there and you can also talk about feedbacks and surveys and market survey seeing the engagement factor seeing the the kind of kind of uh uh as as a customer customer service platform So WhatsApp is going to play a very important tool and that's the reason I I'm sure you most of you people are also now today these days getting messages from your uh products and services you're consuming. So please get in touch with WhatsApp or chat with with us or something like that. Do you do you guys get it? You get yes these days now all of a sudden this is increases. So WhatsApp is going to play a role when it comes to personalization customer service and engaging with customers on oneonone basis. Right. Fourth and a very important factor is that the future also if not future but uh the customers apart from promotions apart from ads apart from these kind of one-on-one engagement are yeah they also get subscription features right very true uh the fourth of what I can see from this is that customers soon if you see from here right these are all acquiring this mostly the platforms like maybe Pinterest, maybe Kora, Reddit, Twitter are informationdriven platforms. So the fourth outcome that we can bring it out from this from the graph is that customer are significantly becoming more aware and they are seeking more and more informationdriven content and hence and hence also spending significant amount of time on the platforms which not only just do promotion but teach them or educate them in in that sense. Right? So these are the four key key takeaways that I can think of from this graph. Uh no it's it's more of like it's still most of like a customer service platform not advertisement because advertisement the meaning the very meaning of advertisement is that you advertise something and it reaches to the large set of audience like you go to YouTube the same ad can be seen by many many people that's why it's advertisement right in this case they are reaching oneonone to you so they can't they are not fleshing out something and you have to just be there they have to be in your window and it's like a message service so they have to it it's like one-on-one And that's why they are not they they can't do direct promotion right now because it's not yet yet yet yet open to that that like how you can see advertisements how that thing will also materialize on WhatsApp that's a thing to see but like that's the way you can see advertisements videos uh or thing on Twitter on YouTube or on Facebook or on Instagram you can't still do on on Twitter so they and you see without you been asking for it at times you don't even know you're asking for it like yeah indirectly they say that you know you are giving permission us to connect with on WhatsApp and that's when they connect with you on WhatsApp. It's like a connection service not promotion service. So we were talking about social media marketing. Uh starting yesterday uh we talked about very very briefly we discussed about the type of uh what is the reason for the rise of social media marketing. Why we need to do social media marketing. We understand it's one of the most important uh aspects which is from marketing point of view is following the population and secondly also that it's ability to connect and build brands drive traffic to your website and involves uh publishing great content and more importantly uh this part which is called m word of mouth or peer-to-peer conversation which for a long uh brand were uh want who want to have a want to have a catch hold of of uh want to want to control that in some way that you know what is the conversation happening among the people about the product or the services or the brand and how can they uh they utilize that when if it's positive or if they can they can make it as a marketing tool out of it or marketing campaign out of it and if it's negative how to how can they convert that how can they convert the negative sentiment into positive and also So how they can uh they can convert a negative customer into more positive customer or a loyal customer in that sense and the rise of social media marketing has given access to that peer-to-peer conversation. Not only given access to that has increase the volume of it. So the conversation which used to happen behind the behind four walls of beong to two three 10 people now it's happening wall to the entire world to the largest set of audience and then that the effect of that also is equally that so if it's positive brands are happy because then it can work as a ripple effect and and enhance your brand equity brand value and kind of kind of campaign or messaging that you you are doing it right but if it's negative brand have to be very co because because it's a tool two-edged sword social media is and you know then the brand have to be very actively not only do the uh control the negative negative PR which is happening on social media platform but also try to convert that into negative and then we have we have seen many a times wherein all of a sudden a brand done something or even if the brand has not done something uh someone associated with the with the company is has done something and then the brand is getting getting to trend on social media all over the world for for the negative thing and the brand have to come up immediately to to release uh to do the counter PR or to try to uh release their side of the story or to counter that and sort of things right so that's one thing that the reason that the brand or the companies have moved to these platforms because they know if they will not be on this platform anything happening in the in in the in the industry they are in anything happening for the brand they are in if there is anything goes bad uh right uh then there will be no control and they will the negativity which was earlier between 10 people can go to millions of people and then they will lose a huge amount of brand equity that they have built over a period of time right and that's a very important point for them to at least ensure that what uh to to have a control over all these peer-to-peer conversation which and and control the impact of it if it's negative spread the impact of it if it's positive right that's what we have discussed quite a few more things in terms of we have seen some video and some graphs and we try to figure out the the kind of trends that we can see in in in the coming uh time when it comes to social media marketing uh be it Facebook which is a giant and people say this it's dying but it's still there which in a in a very small way we talk about why it's there uh then we have uh spoke about vertical videos on the rise and how uh you know there was 33% or more a rise of short video videos content and it its consumption and that's one thing I I missed to mention over there this is this is a global phenomena right and this 33% rise of short video content is a global thing but also a lot of a lot in that is getting contributed by Tik Tok right so not like YouTube or Instagram they are there they also have their their vertical videos largely Instagram is the vertical videos but YouTube has also started that uh but a lot of contribution in this at a global level comes from Tik Tok as we know that Tik Tok is one of the biggest platform when it comes to content wise uh vertical videos right okay great great so the point is and then yesterday we also talk about that the the We also talk about that social media platform de facto is not mere for sales. It's purely for promotion and more than promotion it's for the it's for engagement and the other most important thing with a brand which brand does is uh you know there's a sudden rise of and this is what every brand is trying to do today. This is the new phenomena. You might have heard of these things many a times, right? And it's not like anymore that we have to promote or we have to just promote or we have to just do the sales campaign or generate leads on social media. It's largely about community building because once you build a community, you know that this is a loyal fan base kind of a thing that you have created. You are creating a brand advocates which in presence or in absence of yours will also be your will be your army for the brand to defend on social media platforms. Right? Most of the brands today are in the in this phase of building community at least mass-driven brands they build community they are as I said yesterday as well that brands were able to engage with the customers earlier as well the mediums were different they were able to do sales as well earlier the mediums were different they were able to uh they were able to hear to the voices of customers as the medium were different right uh they were doing ads as well earlier but there's one thing which is called community building which was there earlier only for the sports teams or sports fan base like you know you you are a follower of a particular football club you're IPL is going on and you are a follower of a particular IPL team but for brands to create such kind of fan following was tough you can have engagement you can have bit of loyalty sort of things but fan following is a different league because then a fan can defend you even if you're wrong right whatsoever right and today all the brands are in this race of building community a very classic example of of This is that how build community building or use use of social media platforms can help a brand to revive its position. Also a very good example is of that is coh Coca-Cola right? Uh how many of heard of you have heard of this uh this thing called share a coke campaign by Coca-Cola right and that's for examp most of the brands today be Nike also you talk about this Adidas also you talk about Coke Pepsi whatever their larger strategy today is to build share content engage with the customers but for a longer go to build a fan base to build a community of their their their uh their customers or something like that. uh and for that uh what what uh Coke does is now what example Coke is a very old brand right it started ages back hundreds and hundreds of years back right and the first second third generation of users have used poke now the this generation or the new generation they have done a survey in a country of Australia random right and they found that almost 50% of the audience 50% of the youngsters rather or the new generation with whom usually consume who usually consume more of cold drink sort of things have not even tasted Coke once in their life. Now 50% of overall population or or overall young population in Australia it's a huge number for a brand like Coke because their entire business runs on that right and 50% of the population is not even tasted Coke you can remember so their sales were depleting and this was just 10 years from now uh from today 10 years back from today right 50% is a great number yeah and and and to to counter that they have to think of something to bring and engage engage with the new audience that what they could do to to uh to get in the eyes of new customers or the new audiences and uh and also at least bring them closer to the brand. Now they were doing advertisements. Not that they were not doing advertisements. They were they had a sales team over there. They were on they were doing all kind of activities, promotional activities. But imagine 50% of the people were not even able to connect with the brand and they were not used the product. They have not tasted once in their life the product of Coca-Cola because they were not feeling this essence of connectivity. So the next phase of advertising is more about community building and building connections. It's no more no more the days where you can just promote it and then they will buy it. It can happen. But if you want to stay long in the game, if you want to look for a long-term vision, long-term picture, you have to have uh something like community building activity for them. So what they have done is they they come up with this uh share a coke campaign, right? And first they started in Australia and then they developed that worldwide that kind of a campaign. So what they've done is they have encouraged users to share a photo. If I just maybe go to here. Yeah. So this this was a campaign that they started that you have to there was they have they are on social media. There are QR codes and all sort of things. They made they also did off offline marketing or kind of marketing all those things wherein all you have to do is just share these names of your friend or your name and something like that. And Coke will they also they also integrated that in in dispensing machines over there right? You have to write in the name and the coke can will come with your name or your friend's name added to it. Right? You can see the video on YouTube later on find to see that. Now what has it what it has done done is that it it's connected so well with the new generation 20 like the zenzies or the millennials. connected so well with an audience that you know there's something called personalized touch that coke was providing it to them right and what they all said said is whenever you have this drink with your name or with your friend's name when you share a book just share your uh your your your image or something like that with us on social media platform on Facebook or on Facebook or Instagram right you will be amazed forget about sales their sales increased by 7 to 8% most of the in Australian market and then overall worldwide also there share increase by at least 8 to 9% which is a huge number when you talk about poop 8 to 9% rise in the sales itself we're talking about millions of dollars right and what they also achieve out of it more importantly is that you know their social media platform now this is very important part of community building if you hear me out that a brand which was struggling to penetrate among the young audience in in the market right and I I spoke about the numbers within a month's time at least five lakh photos of Coca-Cola and users were shared on social media platforms now five lakh photos user generated content so almost social media platforms were flooded with quote poke hashtags poke campaign which was poke done nothing coke did one campaign and it's all user generated content which has flooded the social media platform so kind of media invent entry they were able to create right for free was huge. Getting the point? Not only that it has increased the brand brand engagement brand uh yeah this Sumit is sharing this yeah share share a campaign right not only that uh they were able to increase their brand engagement by 20% among the customers. Now 20% is a huge number when you talk about a Coke which is already a known brand in that increasing 20% is a huge number right more important than that is that they were able to generate build a community of of of the users those who are never tried Coke now they're are are a fan of Coke right and it is it is the same audience the same people whom they struggling to build the connect are now fan of theirs on social media platform they're promoting that they are sharing photos and all sort of things. So five lakh photos for a one for a brand in one month was a huge number. Imagine for one brand users are sharing sending five lakh photos and flooding the social media platform. Can you imagine the kind of media inventory that they were able to achieve for free guys? As I can understand it's Sunday uh uh end of almost end of the weekend but bit of excitement bit of energy would be fine share I hope I will just write it down so that you can remember this example now why I'm writing this because these things are not there in the slides right so I'll just give this uh as an as an example point of view encouraged users to share photos creating a now this is very important that has created a viral trend for poke the coke did right so the point being what I'm trying to say is today if you're using social media platform even if you you using as a startup or your own company or or something like that right do not just see social media platform to do sales because now this is this is there this is where the the difference come into a play right uh you you think of you as a user when you go to Google when you search something on Google your intention is usually either to buy the product or to consume that content specifically about that particular matter right so you go with an intention to at least buy check the product or something like that so you are almost there you are you are not going there to spend your time looking for a content to do time pass sort of things, right? But when you go to social media platform, even if it's you as an individual, the same person, your intent changes. You go to social media to spend your time to find some rel relatable content with which you can find a connect, right? Or you can have some some good time over there, right? So, social media works totally different compared to the search engine marketing or search engine platforms. What majorly people do the do the the goof up is that they treat both as same. They run a campaign on on on on search. They also treat social media also as a quick fix to their sales which is not as I said earlier also sales will happen. But here since the user itself is not coming with an intent to buy. Now think of like this. If every brand on social media platform is start to scream buy me please purchase me and this and that. Will you will you find it irritating or you find it like soothing for you for you to and you feel like to go to the the platform again and again? I believe in most case people will be irritated you are not irritated seeing the ad on Google because that's what you go for right that's what you go for. You know that on Google I'm coming for for a product to achieve. So your intent is there. You're mentally there. But if all the brands all the same brands start social media to just promote ads and this and that it will be irritating for you. That's why you have to blend the campaign also. That's why you see the campaign also on social media platform in a way that it doesn't scream buy me or purchase me or do the sales or something like that. It's largely to build a base for you. It's largely to build a connection with you and then with de facto if sales happens great. Right. Right. So whenever you think of your brand also to strategize think of social media as a platform wherein intentionally customers are not coming to purchase intentionally customers are coming to consume. Once they find it relevant or become a fan of yours, they come to your your platform, your page again and again, the sales will happen, right? And that's and a very good example of another example is Starbucks. Right? Now Starbucks is a great example of utilizing social media platform. Right? So Starbucks utilize their Facebook as a hub of customer interaction. So they share you know they they release their we are coming up with a new uh new coffee flavor or new taste or new food or and also interact with the if if consu consumers share their can of Starbucks or whatever the cup of Starbucks with that they interact with them interact with them on on social on Facebook right and they want user to do that so not that Starbucks were not able to sell coffee earlier but the point is now they are giving this sense of belonging to the consumers right that even if you share an empty can of Starbucks or your past can of Starbucks they interact also using it as a platform wherein they are interacting with the consumers and doing the launches or informing the consumers about their new products coming in about the new launches which is there right and what they are what what other things that they are bringing up that they are bringing to the market right so that's a very good way to connect with the consumers and give them this sense of belonging if you're not able to create that you'll not be able to succeed on social media platform right if you guys some of you guys have might have if seen this the shows like Shark Tank and all you might have heard of that that uh some of the brands who come up with and say that we have this maj of this much of that and on social media platform they say uh I believe one of the one of the one of the judges over there have said that you know on social media it's all about community building so we have built a community of like board for example like boat headphones is an Indian headphone company of manufacturer of uh headphones and all sort of things and if I know if I'm not wrong he said that we have built a community of you know what you called uh head there's a term he used not able to uh remember that but he used something like that right that…

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