Professional Documents
Culture Documents
Rahul
Bighane
(G15101)
Rajdeep
Basu
(G15102)
Social Media/
Online Marketing
Aswathy Jayadev (G15073)
Rahul Bighane (G15101)
Rajdeep Basu (G15102)
Table of Contents
1. EFFECTIVENESS OF SOCIAL MEDIA AS A MARKETING TOOL: AN EMPIRICAL
STUDY.................................................................................................................. 2
2.
5.
6.
9.
12.
16.
SUB THEMES.......................................................................................................... 21
INDIAN CONTEXT................................................................................................... 23
METRICS FOR MEASUREMENT:............................................................................... 25
REFERENCES......................................................................................................... 27
and expectations are set for consumers. But with social media companies
are able to enhance the delivery of the product or service which elicits
greater word of mouth and ultimately impacts the consideration phase of
other consumers. So given that social media offers expanded opportunities
for communicating with consumers
The 5Ts for taking part in and tracking conversations that have become
increasingly common in social media are:
1. Talkers - Find people who will talk about you. Happy customers who can
share their depth of experience. Eager fans who want to be in-theknow and new customers. These customers need to be kept happy and
motivated to get them to keep talking.
2. Topics - Build a simple interesting message. They should be simple,
organic, and portable. Campaigns must be designed to elicit word-ofmouth and most importantly to share with friends.
3. Tools - Help the message spread. Put everything in an email. Put a tell
a friend' link on every web page. Encourage sharing by offering takeaway, handouts, samples, and swag.
4. Taking Part - Answer questions, and provide "new" information.
Listening, responding and/or monitoring conversations.
5. Tracking - monitor online conversations. Tracking is needed to
understand what is being said in social media using tools and search
engines.
Successful companies are built against the backdrop of a clearly defined and
well documented business plan. All components are taken into consideration
from purchase, manufacturing to sales, marketing and customer service.
Similarly in social media there needs to be a business plan that incorporates
the business strategy and operations.
The first phase is to Define and understand overall business goals and
objectives with Social Media. Social Media is a heavily integrated tool into the
business culture and in the socio-economy.
Establish your identity on social platforms: Determine the look and feel of
your brand on social media, the channels for communication and the brand
identity.
Optimizing Channels: Ensure consistency of your channels, messages,
images. There are also significant benefits to search that are now
inextricably linked to social, and it all starts with a well-optimized login
account.
Determine KPIs: Do you want more sales, more traffic, more sign ups?
Measurement criteria are going to be among the most important elements
when it comes to determining the success of your program.
Components of the Plan: (9 components)
1.
2.
3.
4.
5.
6.
7.
8.
9.
Social Media & Strategy Audit: Determine strengths and weaknesses of your
channels. Figure out the reasons and compare with benchmark.
Integrating Social Media: Determine Integration Strategy. Figure out how
social media is going to change your internal and external communications,
revenue streams, customer service initiatives, employee outreach and a host
of other areas.
Data Mining: Find out and analyze the vast reservoir of data that can be used
to construct marketing initiatives geared towards penetrating untapped or
emerging markets. E.g.: Facebook Insights might hold the key to reaching
demographics you had never before considered as potential clients
Channel Building The Social Sandbox: Consistency with the messages on
your web site and the seamless transition between web site and social
channels are all important parts of the overall marketing strategy. On
multiple platforms let your brands voice be heard.
Report, White papers, Microsites, Info graphics, Print Magazines, Mobile Apps,
Digital Marketing , Podcasts, Gamification.
Effectiveness Ratings of Tactics in UK B2B marketers rank case studies as
most effective (72%), whilst their B2C peers cite eNewsletters (71%), North
American (67%) and Australian marketers (76%) cite in-person events.
In terms of Social Media Platforms to distribute content, content authors
mainly relied on Twitter (82%), LinkedIn (78%), Facebook (76%), YouTube
(57%), Google+ (33%) and Pinterest (24%).
Top Goals of Content Marketing are
1.
2.
3.
4.
5.
6.
7.
8.
9.
Brand Awareness
Customer Acquisition
Engagement
Customer Retention/Loyalty
Lead Generation
Website Traffic
Thought Leadership
Sales
Lead Management/Nurturing
KPIs: Website Traffic, Social Media Sharing, Sales Lead Quality, SEO
Ranking, Direct Sales, Cross-selling and Affiliate Sales.
On average 27% of marketing budgets in the UK are allocated to content
marketing. In Australia it is 25% and 31% in North America.
Content is mainly based on (1) Profile of Individual Decision Makers (2)
Industry Trends (3) Company Characteristics (4) Stage in the Buying Cycle
(5) Personalized Content Preferences
The biggest challenge faced by content authors are Producing enough
content, variety, budgeting, lack of training, lack in buy-in vision.
The top strategy of content marketing are:
1. Allocate a greater share of their marketing budgets to content
marketing
2. Use more content marketing tactics
3. Use more social media platforms to distribute content
4. Tailor content more often to specific personas/decision makers
5. Are slightly more challenged with producing enough content, but far
less challenged with producing engaging content
Browser history
Location of searcher
Social graph of searcher
Social authority
Up to second news/ trends
Search fractionalization
Content Volume
Social Graph Data
Social discovery
Real time content
Following Googles more recent updates cleaning up the Old SEO requires
mainly:
1.
2.
3.
4.
5.
6.
Image
Google
coming
term is
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service provider, Set up Web tracking and system integrations that enable
you to capture the behaviors of your customers across the various channels
they use to interact with you mobile, social and offline.
PERSONALIZED WEBSITES MOVE BEYOND AMAZON AND NETFLIX: Different
integration and plug-and-play options should be available that enable you to
tap the marketing richness of your platforms database and use it to
customize your website. Offering product recommendations based on past
purchases or pages viewed can be a powerful starter tactic. On the B2B side,
persona-based content recommendations and offers that match the
prospects position in the buying cycle can make an immediate impact.
LOCATION MARKETING 2.0 ARRIVES: Plan which segments of customers you
want to send location-related content. Develop a plan for what content will
enhance their in-store experience. Work with in-store personnel to put the
correct technology in place and train retail salespeople.
BUYER INTELLIGENCE IS NO LONGER LIMITED TO THE ELITE:
Look at
aggregate data for new insights about your customers and prospects needs
throughout their lifecycles. Mine your purchase history data to identify
customers most likely to generate long-term value. Look at the
marketing/sales relationship in new ways that help improve sales.
MARKETERS BECOME THE ARCHITECTS OF THE CUSTOMER EXPERIENCE:
Pick a channel youve never individualized before and add an element of
personalization. Or, add more customized content to an existing channel to
make it more helpful, fun and/or engaging. Look for creative ways to use
customer behaviors to drive cross-channel interactions.
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It has long been acknowledged that successful IMC strategies are clearly
reflect the organizations mission and vision and contribute in fulfilling the
performance goals. For example, the promotional efforts conducted by
Procter and Gamble (P&G) or GE illustrated the underlying values of these
organizations as articulated in their respective mission and strategic
principles.
GE and P&Gs use of social media demonstrates that this media has two
interrelated promotional roles in the marketplace. First, social media enables
companies to talk to their customers and second it enable customers to talk
to one another and share information within themselves.
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These metrics are all numerical in nature. The internet is similar to direct
marketing in that the consumers actions are all measurable and recordable.
Examples of such actions are banner click through, navigation through
websites and online purchases.
The drawback of these statistics is that they are too numerical and do not
analyze all aspects of consumer behavior.
10.
Succeeding with Social Media and Delivering an
Enhanced Customer Experience
The emergence of social media as a mainstream phenomenon is placing a
great deal of stress on existing marketing channels. Customers tolerate the
traditional media channels but continuously look for ways to engage the
brands through digital means. Presented with these digital options,
consumers no longer depend on the companys communication choices and
procedures. Customers in the current scenario have very little attention span
in the digital world.
14
Social media is not a fad anymore. Customers have grown to rely on multiple
sources of digital information and expect a seamless, easy and proactive
communication experience with the firms every day. It is therefore not
enough to engage the consumers on a one off basis. The customers want to
review products and company information through third party venues such
as social media sites and online forums and blogs rather through brand
controlled channels.
Brands and businesses now want to engage and communicated with the
customers through social channels. Some businesses make the mistake of
jumping on the social media bandwagon without first establishing a business
objective. Due to the lack of a strategic plan, the businesses dont allocate
resources to adapt to the tools and engagement methodologies that their
customers are utilizing.
The importance of channel strategy:
Marketing Companies can reach their targets more consistently, develop
better products and create better customer experiences. Companies can
increase their return on investment and reduce their marketing costs and
improve effectiveness.
Customer Service/Sales A companys rapid response to social media events
can lead to an effective crisis management and generate higher customer
satisfaction
Research and Development Companies can learn from the user feedback
and with collaboration can devise better products.
Customer Loyalty Customers value a company for effective engagement.
Companies can foster long term relations with their customer and this
increases customer loyalty.
11.
Can You Measure the ROI of Your Social Media
Marketing?
Most marketers measure the cost of launching a social media campaign, and
then calculate the return on sales from that investment. But a company
should majorly concentrate on the marketing objectives, why their customers
would visit their page, and their expected reaction. The article says that the
return cannot be measured in dollars. Measuring customer investments in a
social media relationship reveals the likelihood of a long-term payoff, not just
short-term results.
Metrics for Social Media Applications
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Dead end
Measure & Adjust
Nave optimist
Iterate for success
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12.
17
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13.
Integrated online marketing communication:
implementation and management
IMC or Integrated Marketing Communication is defined by Duncan (2002, P.
8) as, A cross-functional process for creating and nourishing profitable
relationships with customers and other stakeholders by strategically
controlling or influencing all messages sent to these groups and encouraging
data-driven, purposeful dialogue with them.
The article says that, IMC does not fit easily into the organizational structure
adopted by most firms because of significant structural barriers to its
implementation.
Organization barriers for the implementation of the IMC concept are:
1)
2)
3)
4)
5)
6)
7)
8)
The article speaks in detail about the characteristics of the new audience of
the company through internet.
The impact of the internet technology on marketing communication is
explored and the article says the internet has changed the classical
communication procedures.
The differentiating characteristics are:
1) Interactivity : direct talk between individuals and software applications
2) Transparency: The information published online, unless specifically
protected can be accessed by any internet user.
3) Memory: what goes into the web remains in the memory of the
network until it is erased.
Taking into account the feed-back received from internet audiences,
companies can modify the online strategy of the firm.
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14.
Becoming a Social Business (Keys to creating a
comprehensive social business plan)
Establish the identity: This article urges us to establish the company
identity on social platforms. This includes determining the look and feel of
the brand on social platforms. The channels where the brand should have a
presence also has to be decided. The brand should be given a personality
since the voice, look and other brand identifiers have to be thought out
strategically so that the individual members of the audience should feel a
connection with the brand and the message. The whole exercise should
create a feeling in the consumer as if the pitch is being made one on one to
them.
Optimization of the channels: Optimizing channels helps to ensure
consistency of messages and image across the social sphere. When the
website and other social channels have been linked well, the brand
discoverability online increases. The competition and the industry should
also be analyzed. This will help us to figure out what kind of differentiation is
required and how the product should fit in the lives of the consumer.
Determine your measurement criteria: The key performance indicators
(KPIs), benchmarks and the time of achieving them with each step.
9 components of the social marketing plan
Social Media & Strategy Audit - objectively measure how your channels
compare to those of industry leaders relative to certain benchmarks
1) Integrating Social Media - Define how the brand is going to become
social and not the plan of steps to be done on social networks. For this
we have to define how social media is going to change the internal and
external communications, revenue streams, customer service
initiatives, employee outreach etc.
2) Data Mining we need to figure out where the most relevant data
exists and how we can mine it. Based on the data mined, new
campaigns are formed.
3) Channel Building - The family of channels of a company is known as
the SocialSandbox. Consistency with the messages on the company
web site, seamless transition between website and social media
applications are all important parts of the overall marketing strategy.
We need not have a presence everywhere but the brands voice should
be heard where it matters most.
4) Social Competitive Analysis keep track of what the competitors are
saying, review their strategies and what you might do differently.
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15.
This article talks about what are personas and what is persona based marketing.
Personas are fictional consumers that are created to identify different user types
within demographic or psychographic sets. These qualitative personas are
representative of specific segments. While multiple personas are typically created
and targeted, only one, the core consumer, should be the primary focus for the
campaign.
The specific goals, needs and desires that each persona is looking to fulfill from the
product or service is often different. By placing a face and a name on the person we
are targeting, creative directors, designers and writers get a powerful tool in
creating effective messaging. Likewise, media planners can better hone in on the
best options to reach each persona. The use of personas also helps us to avoid the
all-too-common practice of mirroring putting our own personal feelings into the
mix.
Defining Your Core Consumer and Target Audiences are very important. Below are
the characteristics:
1) The core consumer should be considered transcending age, sex and race. We
develop a person who embodies the spirit of the brand.
2) Target Audiences are the consumers, trade and internal groups who are
relevant to your brand.
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3) Personas are the core user and target audiences with names, faces, lifestyle
and stories applied.
SIX STEPS TO BUILDING PERSONAS
1. Gather information Both on our customers and the competition. Begin
identifying the various audiences you wish to target.
2. Get out in the field - The best insights come from getting out to your stores,
observing, talking to sales people, buyers, distributors, etc. Take notes, photos and
observe what others in the category are doing.
3. Look for patterns - At this point there should be a number of trends, behaviors
and patterns that are rising to the forefront. Continuously give thought to what your
market really is and if there are any opportunities.
4. Build scenarios - Persona-based marketing is about telling stories and providing
relevant information to your audience. What is the need your product fulfills for the
buyer? Why do they choose your product over the other options? Do they desire and
crave your brand, or is it just cheap and easy?
5. Measure - Build key performance indicators (KPIs) into your plan and verify the
assumptions that youve made. Which of your target personas is buying your
product? Which are avoiding you? How is the category performing as a whole?
6. Evolve - Adapt and adjust to continually improve how you connect with your
targets. The messaging, the imaging, the media vehicles and even the product or
packaging may need to be updated.
16.
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SUB THEMES
SEO:
In 2015, Video Content Will Overtake Written Content in ROI for B2C
Industries. In 2016, a handful of new technologies and the continuation of
years-long trends will shift, and video will outpace written content in terms of
reach, engagement, effectiveness, and overall ROI. Vine, Periscope,
Snapchat, and other video apps are partially responsible for this, setting
users expectations toward more visual content, but the real herald may
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come from Google, which is now experimenting with video ads in search
results.
Mobile-Optimization
Will
Become
More
Important
than
Desktop
Optimization. For the past few years, desktop has been a standard form of
search, with mobile users growing in numbers. Earlier this year, mobile
searches surpassed desktop searches for the first time. Starting now, and
continuing into 2016, this shift will continue, eventually making mobile traffic
by far the more important, with desktop fading into obscurity over the next 5
years.
Social Content Will be More Readily Indexed. Google has deals in place with
Facebook and Twitter alreadysearch for a news item, and youll probably
see a tweet or two appear in your mobile search results.
Social Media:
With 44% of Americans now listening to streaming audio (Pandora, Spotify,
etc.), similarly structured, on-demand podcast episodes are also gaining
ground. The popularity of weekly NPR true-crime podcast Serial has won
marketers attention. Podcasting blurs the line between content marketing
and social. Its content because of the useful information or entertainment it
provides; its social because it provides personal interaction with one of the
voices of a brand.
As Facebook continues to limit the number of posts page fans actually see,
the demand for promoted posts and ads will continue to increase. And with
this increased demand will come increased pricing.
With Twitters move to offering businesses more choice and flexibility in how
and what they pay for in terms of advertising, more small and medium sized
businesses will jump on the Twitter ad bandwagon. These objective-based
campaigns, which are still currently in beta, will offer more flexibility
including tweet engagements (retweets, replies, etc.), website clicks or
conversions, app installs, new followers and leads.
The 9 core components emphasized for online marketing success are: Social
Media & Strategy Audit, Integrating Social Media, Data Mining, Channel
Building, Social Competitive Analysis, Content Strategy, Social Care,
Measurement & ROI, Tools and Technologies.
Content Management:
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INDIAN CONTEXT
The massive Indian market is changing fast. Internet access is
mainstreaming among professionals and the use of mobile is intensifying.
The pace of change continues to be rapid with digital channels constantly
growing in volume and strength. More people spend more time online in
India every year, and the digital tools and sites they use play an evergrowing role in their lives. Smart marketers keep on top of the scale of
change and ensure their marketing strategies and touch points mirror where
the consumer is spending their time. Email has become a mass market
media channel for office workers and professional classes, but the use is
more fractured than in Europe.
The internet advertising industry remains young in India and behaves in a
similar way to the Western European internet advertising industry 5-8 years
earlier. It is enjoying fast growth, albeit from a low base. The sector is
dominated by financial services, IT/mobile and recruitment, with consumer
package goods and motoring accounting for only small shares of the national
online advertising market. However Indian consumers have experienced web
advertising from the start of their use of the web so there is greater
acceptance than in some of the Western European markets at a similar stage
in their growth. The market is nationally driven with extra campaigns coming
from global brands, but most of the budget confined to national businesses.
Consumer internet behavior in India: Once people start using the internet
their behavior changes permanently and already in India over two thirds of
people with access use it several times a week or more. Work audiences
account for significant amounts of the online total population. Access from
internet cafes remains extremely high, averaging 30% on working days
Mobile phone use in India: Value added services - SMS, Hello Tunes, Music on
Demand and Airtel Live - contributed to about 9.5% of the total revenues of
the segment and SMS alone accounted for 4.1% of the total revenue in the
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doubling in size each year. Product development among search engines will
now increase, given Indias accelerating status as an internet economy.
To conclude, the web is a mass market media channel for the wealthy. Email
is a mass market media channel for office workers. Mobile for SMS is a mass
market media channel across many demographics. Mobile use is very high,
but mobile and the web will not converge until late 2016. The main changes
in internet access have happened in the last five years. The internet has
become an essential part of office life, and plays a key role in many homes.
The number of people online continues to rise, but so too does the time they
spend online. Broadband access is growing fast, but the number of home
connections lags behind comparable markets; however although the number
of connections is low, a large number of people in high-end demographics
have access. Significant infrastructure problems remain, creating a high cost
of access and a barrier to the rollout of broadband.
brand.
The primary goals of your social media campaign should be boosting customer
engagement and brand awareness. Social shares and follower counts can tell part of
the story, but youll want to monitor the following metrics as well for more valuable
insights.
Brand search volume: There are a variety of tools to measure brand search
volume, but Google Insights and Google Trends are probably the most effective. Use
these tools to compare changes in search volume for your brand against changes to
your competitors volume. Doing so can provide insight into your ability to engage
customers on social media, relative to your competition.
Lead growth: tools measure how many social interactions, web page visits or
email opens it takes before one of your prospects becomes a customer. Depending
on the program, they may even assign a relative weight to each action so that you
can see what kind of role every interaction played in the eventual conversion. Not
only will this data tell you if your social campaigns are performing effectively, itll
show you how to better allocate your activities and marketing resources in the
future.
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Brand sentiment: Tools are available to help measure the sentiment of the
conversations surrounding your brand online, but whats just as important is having
a plan for how youll respond if you find that your brands image isnt as pristine as
you like.
To prepare for this frustrating possibility, create internal documents dictating who is
responsible for responding to negative brand mentions, what your official company
response will be and what types of recompense youre willing to offer unhappy
customers.
Inbound links: rather than merely measuring any changes to your search engine
result page rankings, its also a good idea to actively track changes in your link
velocity in relation to your social media campaigns. If you can identify these surges
and tie them to your social activities, youll gain insight into which of your
campaigns have made the biggest difference in terms of link building and brand
exposure.
Klout score: Klout has become a popular tool for measuring social media
engagement, and its one youll want to start using right away to determine whether
your marketing efforts are resulting in better brand recognition or higher perceived
authority.
Time on page
Connections on LinkedIn
Followers on Twitter
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Webinar registrations
Phone-in leads
Online sales
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3. Joining or establishing an account
4. Sharing with recommendations
5. Posting positive comments
SALES AND MARKETING METRICS
1. Conversion rate
2. Market share
3. Corporate reputation
4. Brand persuasion score
5. Search engine ranking
6. Social networking presence
7. Projected sales level
8. Revenue per customer
9. Cost to serve
10.Cost per sales lead
11.Sales per vertical
12.Klout score
REFERENCES
1. https://www.academia.edu/2948659/EFFECTIVENESS_OF_SOCIAL_MEDI
A_AS_A_MARKETING_TOOL_AN_EMPIRICAL_STUDY
2. http://jiad.org/article148.html
3. http://t2marketinginternational.com/wpcontent/uploads/2014/05/Becoming-a-Social-Business-t2SocialeBook.pdf
4. http://contentmarketinginstitute.com/wpcontent/uploads/2013/03/UK_Research_CMI_2013_Final-3.pdf
5. https://www.searchlaboratory.com/wp-content/uploads/2013/07/ThePast-Present-and-Future-of-SEO-Digital.pdf
6. http://www.silverpop.com/Documents/Whitepapers/2013/2014Marketing-Trends-White-Paper-Silverpop.pdf
7. http://www.seokursu.com.tr/social-network-in-marketing.pdf
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8. http://www.sciencedirect.com/science/article/pii/S0007681309000329
9. http://search.proquest.com/docview/214804340?pq-origsite=gscholar
10.http://www.cognizant.com/InsightsWhitepapers/Five-Steps-forSucceeding-with-Social-Media-in-a-Multichannel-World.pdf
11.https://www.researchgate.net/profile/Donna_Hoffman2/publication/228
237594_Can_You_Measure_the_ROI_of_Your_Social_Media_Marketing/lin
ks/552c11f50cf29b22c9c41cc1.pdf
12.https://static.googleusercontent.com/media/www.google.com/en//ads/p
dfs/small_business_online_marketing_guide.pdf
13.http://www.emeraldinsight.com/doi/full/10.1108/13632540810881974
14.http://www.forthsectordevelopment.org.uk/documents/New_BusPlanGui
de.pdf
15.http://info.boelterlincoln.com/persona-based-marketing
16.https://go.oracle.com/LP=1320