As Guest Faculty at IIM Calcutta on Social Media Marketing for the Management Development Program at IIM Calcutta

On August 30, 2018, I conducted a session on social media marketing at IIM Calcutta as part of the MDP on “Leadership and Innovation in Digital Transformation.” The session covered strategic planning, content creation, paid ads, and analytics, helping participants master social media marketing techniques.

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On August 30, 2018, I had the privilege of delivering a session on Social Media Marketing for the Management Development Program (MDP) titled “Leadership and Innovation in the Era of Digital Transformation” at Indian Institute of Management (IIM) Calcutta. This experience provided me an opportunity to share my expertise with business leaders, executives, and students, enhancing their understanding of how social media marketing drives business growth in today’s digital world.

Workshop Overview: Social Media Marketing for the Management Development Program

The session was designed to help participants understand the fundamentals of social media marketing, its tools, strategies, and practical applications. The curriculum emphasized the strategic role of social media in decision-making, customer engagement, and business growth, aligning with the broader theme of digital transformation.

Curriculum Structure

The curriculum was divided into ten comprehensive topics, providing a structured approach to mastering social media marketing:

Social Media Marketing Definition and Importance
- Introduction to social media marketing: Concepts, objectives, and scope.
- The impact of social media marketing on businesses and consumer behavior.
- Key benefits of social media marketing: Brand awareness, lead generation, customer retention, and customer service.
- Case study discussions to understand the diverse applications of social media marketing in various industries.
Social Media Sites and Their Roles
- Overview of major social media platforms: Facebook, Twitter, LinkedIn, Instagram, Pinterest, YouTube, and emerging platforms like TikTok and Clubhouse.
- Analyzing the unique features, audiences, and engagement styles of each platform.
- Practical exercise: Participants mapped out platform-specific strategies for a given brand, identifying the best platforms to engage their target audience.
Social Media Marketing Tools
- Introduction to tools like Hootsuite, Buffer, BuzzSumo, Sprout Social, and Canva for scheduling, analytics, content creation, and social listening.
- How to use social media tools for campaign management, monitoring brand mentions, and analyzing engagement.
- Hands-on session: Participants used a selected tool to create, schedule, and analyze posts for a simulated campaign.
Social Media’s Influence on Consumers and Businesses
- How social media shapes consumer preferences, influences buying decisions, and affects brand loyalty.
- Understanding user-generated content, social proof, and the importance of online reviews.
- Real-life examples: Participants analyzed how brands successfully leveraged social media to influence purchasing behavior.
Developing a Social Media Marketing Plan
- Steps to create a comprehensive social media marketing strategy: Setting objectives, identifying target audiences, selecting platforms, content planning, and budget allocation.
- Workshop: Participants created a social media marketing plan for a given brand, outlining content themes, posting frequency, and performance metrics.
Role of Paid Advertisement in Social Media Marketing
- Introduction to paid advertising on platforms like Facebook, Instagram, LinkedIn, and Twitter.
- Types of ads: Sponsored posts, carousel ads, video ads, and remarketing campaigns.
- How to set up, manage, and optimize paid campaigns for maximum reach and conversion.
- Practical session: Participants created a basic ad campaign using Facebook Ads Manager, focusing on audience segmentation and ad design.
Finding Untapped Resources and Opportunities
- Introduction to “Dark Social” and its role in driving hidden traffic through private messaging apps like WhatsApp, Facebook Messenger, and Telegram.
- How to identify and leverage underutilized channels for brand promotion and audience engagement.
- Case study: Analyzing the success of brands using dark social for personalized marketing efforts.
Content Creation and Rules of Engagement
- Best practices for creating engaging content: Content formats, storytelling techniques, and visuals.
- Setting up a content calendar to ensure consistent posting and engagement.
- Tools and techniques for creating visually appealing content using Canva and other design tools.
- Exercise: Participants designed content assets for different platforms, keeping in mind the rules of engagement, such as 80/20 content ratio (informative vs. promotional).
Campaign Creation, Monitoring, Measurement, and Management
- How to create, manage, and measure the success of social media campaigns.
- Key performance indicators (KPIs) like reach, engagement, clicks, conversions, and ROI.
- Practical exercise: Participants created a campaign on a selected platform, setting KPIs, tracking metrics, and making adjustments based on real-time data.
Case Study: The Story of Wittyfeed
- Analyzing the growth of Wittyfeed, a social media-based venture that leveraged Facebook for massive reach and engagement.
- Lessons learned: The role of organic vs. paid growth, challenges faced due to dependency on a single platform, and the need for a diversified digital strategy.
- Group discussion: Participants shared insights on how Wittyfeed’s strategy could be adapted for other businesses.

Teaching Methodology for Social Media Marketing for the Management Development Program

My approach at IIM Calcutta focused on a blend of theoretical knowledge, practical implementation, and interactive learning:

Real-world Case Studies: Each topic was supplemented with case studies to provide context and relevance to the participants.
Hands-on Workshops: Practical exercises were conducted throughout the session, ensuring participants could apply the concepts in real-time.
Interactive Discussions: Open discussions allowed participants to share their experiences, ask questions, and explore innovative ideas collaboratively.
Data-Driven Analysis: Participants learned to interpret analytics data, improving their decision-making capabilities for campaign optimization.

Outcomes and Participant Feedback

The session was well-received, with participants gaining valuable insights into social media marketing strategies, tools, and techniques. Many participants appreciated the practical, hands-on approach, as it enabled them to understand how to implement social media marketing strategies effectively. The interactive nature of the session fostered engagement, with several participants expressing interest in further exploring digital marketing applications in their respective fields.

Offering the Workshop to Other Organizations

This workshop is highly adaptable and can be tailored for various organizations, including:

Corporate Training Programs: For marketing teams looking to enhance their social media marketing skills and integrate data-driven strategies.
Educational Institutions: As part of management development programs or specialized courses for MBA, executive education, or certificate programs.

Why Choose This Workshop?

This workshop provides participants with a comprehensive understanding of social media marketing, from strategy development to campaign execution. Key benefits include:

Comprehensive Curriculum: Covers all aspects of social media marketing, ensuring a well-rounded learning experience.
Hands-on Learning: Real-world exercises and practical sessions help participants implement strategies effectively.
Expert Guidance: With years of experience in digital marketing, I offer insights that are both theoretical and practical, ensuring participants are well-equipped for real-world challenges.

Conclusion

My experience as a guest faculty at IIM Calcutta has been rewarding, providing me with an opportunity to contribute to the participants’ understanding of social media marketing in the era of digital transformation. I am open to offering this workshop to other organizations, helping their teams develop a strong foundation in social media marketing strategies.

If your organization is interested in hosting this workshop, please feel free to reach out for more information.

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