Having a clear unidirectional objective will help in planning campaigns, media spends & make your social media activity measurable.

1. Thinking Social Media 101
- FYA Media Group

2. Defining an Objective
◉ It is extremely important to define what you wish to achieve
from social media activations.
◉ Likes, followers, grids, posts but what is the purpose?
◉ Having a clear unidirectional objective will help in planning
campaigns, media spends & make your social media activity
measurable.
If you don’t know where you want to go, how can anyone take you
there? 2

3. Planning Content
◉ Content is usually focused on communicating the what, how &
why but from the audience perspective it needs to pass the ‘So
What’ test.
◉ Your post has reached them, it even made them pause & see
it, but once the information is consumed, it must go beyond
just being more content in their feed.
Your posts may look great to you & your known circle, but does the
audience care? 3

4. Defining an Audience
◉ An audience may interact with multiple brands online but
never become paying customers & vice versa.
◉ So who do you want to engage?
◉ Are they decision makers?
◉ And if you even reach the decision makers are they the ones
that will take the communication further?
Planning the user journey is critical to achieving success on social.
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5. Choosing kinds of Posts
Informative
It’s easy to assume
basics about your
brand, but a good
digital strategy
assumes nothing. So
never ignore stating
the basics & having a
long term consumer
education strategy.
Engaging
Not all posts will or
need to go viral, but
having one such
activation every so
often can boost
brand awareness
tremendously.
Conversion based
When you know you
want to sell, be
honest. Users are a
lot more likely to
convert when they
are clear on what
journey they are
stepping into. This
will also result in
better quality leads. 5

6. Knowing the Basics
The Requirements
A brand brief, a photoshoot, logo
open files are just basic
requirements to kick off the
activities.
A Website
A website adds validation to
your brand. Most users would
like to see a website before
actually converting.
SEO
Your creatives lead to
engagement & curiosity around
your brand,, but when they
search for you on Google will
your site show up?
Organic Growth
Organic reach & growth is dead.
If you have 100 followers & you
post something it will barely be
seen by 12-15 people.
Using your Team
They are your first audience &
endorsers. They need to engage,
share & be the voice of your
brand, while maintaining basic
post hygiene.
Social Media Ads
These are key to build a
following & engagement for your
brand, These can’t be skipped or
avoided.
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7. Kinds of Social Media Ads
Reach &
Engagement
Followers &
Profile Push
Lead
Generation
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8. Lead Generation - The Funnel
Create
Interest
Convert the
Engaged
Engage the
Interested
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9. Going Beyond Social
Content Marketing
A thought leader is always
looked at with industry authority
or a future ready brand &
content marketing is the way to
achieve this position.
Google Search
SEO while effective takes a long
time, so for immediate or
seasonal keywords Google
Search can help boost results.
Google Display
Banner ads have extremely low
CTR but have probably some of
the highest possible digital
reach, so use them tactfully.
Remarketing
Remarketing is simple, it tracks
users engaging with the brand &
goes back to them with
contextual ads to push them to
the conversion point.
Thinking Regional
In the next 3 years close to 200
million users will come online
from Tier 2 -3 cities, english isn’t
going to be the language to
interact with them.
Thinking Audio
Podcasts are an excellent way to
reach a completely new
audience, building a unique
positioning for your brand & that
content has to be repurposed
across your social profiles.
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10. “
“Posts are not seen by users daily or
chronologically. So good designs may be
attractive but post specific micro storytelling
will always work better to establish a longer
term connection between the brand & the
audience.”
- Yash Sanghvi
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11. Any questions ?
You can find me at
◉ yash@fyagroup.com
◉ www.fyagroup.com
Thanks!
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