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Unit 6.2

Social Marketing

IT 204: E-Commerce

Learning Objectives

By the end of this chapter, you will be able to:

  • ✅ Define social marketing and its role in e-commerce.
  • ✅ Compare the key features and strengths of major social media platforms.
  • ✅ Identify appropriate social marketing strategies for different business goals.
  • ✅ Analyze the social marketing landscape in the context of Nepal.

What is Social Marketing?

Definition: The use of social media platforms to connect with an audience to build a brand, increase sales, and drive website traffic.

It's not just about posting; it's about building a strategic presence.

  • 🎯 Build Brand Identity & Awareness
  • 🤝 Foster Community & Engagement
  • 📈 Drive Leads & Sales

The Major Platforms: A Snapshot

Each platform has a massive, distinct user base and purpose.

Facebook

2.9B+ users

The Global Town Square

Instagram

1B+ users

The Visual Showcase

LinkedIn

830M+ users

The Professional Network

⚡ Key Insight: Your target audience determines your platform choice.

Facebook: The Behemoth

With the largest user base, Facebook offers unparalleled reach.

  • Facebook Pages: Your business's digital storefront. A central hub for updates, customer service, and brand info.
  • Facebook Ads: Powerful, granular targeting based on demographics, interests, and behavior. Essential for reaching new customers.
  • Facebook Groups: Build a dedicated community around your brand or a specific interest, fostering loyalty and engagement.

Twitter vs. Pinterest

Twitter 📣

Real-time information and conversation.

  • Use Case: Breaking news, customer service, public conversation.
  • Twitter Ads: Promote tweets to a wider, targeted audience.
  • Twitter Cards: Attach rich media (images, videos) to tweets for higher engagement.

Pinterest 📌

Visual discovery and inspiration.

  • Use Case: E-commerce, lifestyle, DIY, recipes, home decor.
  • Promoted Pins: Native ads that appear in user feeds and search results.
  • Rich Pins: Automatically sync info from your website (like price and stock) to your Pins.

Instagram vs. LinkedIn

Instagram 📸

Visually-driven brand storytelling (B2C focus).

  • Use Case: Fashion, food, travel, lifestyle products.
  • Instagram Ads: Leverages Facebook's powerful ad-targeting system.
  • Instagram Stories: Ephemeral content for authentic, behind-the-scenes engagement.

LinkedIn 👔

Professional networking and B2B marketing.

  • Use Case: B2B lead generation, industry leadership, recruitment.
  • Company Pages: Establish your professional brand presence.
  • Sponsored Content: Promote posts to a professional audience based on job title, industry, etc.

Activity: Platform Strategy

Scenario 🔍

A new boutique hotel is opening in Pokhara. Their target audience is international tourists (25-45) and local newly-weds looking for "staycations."

Question: Which TWO platforms should they prioritize for their launch campaign, and what type of content should they create for each?

Hint: Think about where people go for visual inspiration vs. where they might look for deals or community reviews.

Social Marketing in Nepal 🇳🇵

Social media is a primary marketing channel for Nepali businesses.

  • Facebook: The dominant platform. Used for everything from brand building to direct sales via Messenger. Targeted ads are highly effective.
  • Instagram: Hugely popular with the youth. Ideal for visual brands (cafes, fashion) and influencer marketing.
  • TikTok: Rapidly growing. Businesses use it for short, engaging, and often viral video content.
  • YouTube: Key for video marketing, including product reviews, tutorials, and brand storytelling.
  • Viber: More than a messaging app. "Viber Communities" are used by brands like Daraz and Foodmandu to build loyal followings and announce deals.

Practical Application: A Nepali E-Commerce Store

Example: "Himalayan Handmade"

A store selling Nepali handicrafts online.

  • Instagram Strategy: High-quality photos and Reels showing artisans at work. Use Stories for Q&A sessions and behind-the-scenes content. Collaborate with Nepali travel influencers.
  • Facebook Strategy: Run targeted ad campaigns for users interested in "handmade goods" and "Nepal travel." Use a Facebook Page as a customer service portal and to post artisan stories.
  • Viber Strategy: Create a Viber Community for loyal customers to share exclusive "early bird" access to new products and special discount codes.

Key Takeaways

  • 📊 Social marketing is a strategic effort to build a brand, engage a community, and drive sales.
  • 🎯 There is no "one-size-fits-all" platform. The best choice depends on your audience, product, and goals (B2B vs. B2C, visual vs. text).
  • ⚡ Key features like targeted ads, community-building tools (Groups), and rich media formats (Stories, Rich Pins) are crucial for success.
  • 🇳🇵 In Nepal, a multi-platform approach focusing on Facebook, Instagram, and emerging channels like TikTok and Viber is essential for maximum reach.

Thank You

Any questions?

Next Up: Unit 7.1 - Email Marketing & SEO

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