Social Media Marketing Along With Industry Case Studies
-
Upload
desi-creative -
Category
Social Media
-
view
99 -
download
5
Transcript of Social Media Marketing Along With Industry Case Studies
![Page 1: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/1.jpg)
![Page 2: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/2.jpg)
WHAT IS SOCIAL MEDIA MARKETING • Engaging with your target audience directly
• Medium is largely unorganized and uncontrolled
• Need a strategy to reach out to right audience and join in with the global conversation that is social media
• The first recognizable social media site, Six Degrees, was created in 1997
• Social media started off as a medium for keeping in touch with friends and relatives around the world; today it has also become a platform for customers, investors and employees to communicate with one another
![Page 3: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/3.jpg)
ROLE OF SOCIAL MEDIA MARKETING
• Interaction with Target Market• Improve Responsiveness• Competition• Effective Marketing• Find Customers• Affordability• Social Environment• Informative• Online Presence• Importance of Getting Social• Communication and Branding
![Page 4: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/4.jpg)
WHY WE NEED SMM?
The Impact of Online Reputation
Cost Efficiency
Driving Traffic through Social Media
Social Search Engine Algorithms
Increasing Sales
![Page 5: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/5.jpg)
Social Media Traditional Media
Two-way conversation One-way conversationOpen system Closed systemTransparent Opaque
One-on-one marketing Mass marketingAbout YOU About ME
Brand and User-generated Content Professional contentAuthentic content Polished content
FREE platform Paid platformMetric: Engagement Metric: Reach/ frequency
Actors: Users/ Influencers Actors/ CelebritiesUnstructured communication Controlled communication
Real time creation Pre-produced/ scheduledBottom-up strategy Top-down strategyInformal language Formal languageActive involvement Passive involvement
![Page 6: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/6.jpg)
CASE STUDY 1
![Page 7: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/7.jpg)
How Narendra Modi went on to become 1st Social media PM of India
![Page 8: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/8.jpg)
CAMPAIGN OVERVIEW
Narendra Modi with his team was quite active on social media since 2009, but as BJP declared him as Prime Ministerial candidate, upsurge use of digital media was seen
Offline & Online Digital Medias were used to reach out to large number of masses
India272.com, namonumber.com was launched
On Facebook page” I support Narendra Modi” had become very popular amid people.
large numbers of people come across with Modi’s rallies and speeches whatsapp number 07820078200 was also launched to boost up the campaign
![Page 9: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/9.jpg)
Advertising Gurus like Sam Balsara, Piyush Pandey and Prasoon Joshi were the ones who created catchy slogans like “Janta Maaf Nahi Karege”, “Ache Din Anne Wale hai”. These catchphrases became viral on social media as well. And “Ab ki Baar Modi Sarkar“had become a tag line of BJP as well
![Page 10: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/10.jpg)
PRESENCE ON VARIOUS SOCIAL MEDIA PLATFORMS
3,149,196 followers
23 Million followers 36 Million Likes
3,67,029 Subscribers
![Page 11: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/11.jpg)
Benefits of Social Media Presence & Campaign
• PM could valve about 12 crore first time voters• United previous voters of the party• Spread out party’s policies amid public• Create faith in populace about the party’s idea of growth• Inspire youth to participate & to make difference
CONCLUSION
#Namo has become a household name or a name for which people wanted to make him win.
“Ab Ki Baar Modi Sarkar” Became National Trend overnight
Team maintained consistency throughout elections whereas competitors of Narendra Modi surrendered amid an election campaigns
![Page 12: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/12.jpg)
![Page 13: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/13.jpg)
CASE STUDY 2
![Page 14: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/14.jpg)
![Page 15: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/15.jpg)
1. Pepsi’s #CrashtheIPL invited users to submit videos on their microsite; the best one got a chance to be aired on television.
2. The initiative called out to budding creatives to shoot a 30 second ad film expressing their love for Pepsi. The winning ad would replace Pepsi’s official advertisement during Pepsi IPL8. Encouraged consumers to be creative.
3. The campaign encouraged consumers to pick up their camera, shout out to their friends and #CrashthePepsiIPL.
4. One had to visit #CrashThePepsiIPL at www.crashthepepsiipl.com to upload the ad.
![Page 16: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/16.jpg)
CASE STUDY 3
![Page 17: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/17.jpg)
![Page 18: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/18.jpg)
OBJECTIVE
• Strengthen Van Heusen’s brand value• Reinforce their brand advantage among young working professionals• Find the most fashionable professionals amongst the Indian LinkedIn
network
PLATFORM
EXECUTION
• An exclusive micro-site called “Most Fashionable Professional”• Win gift vouchers worth Rs. 10,000• Members get a one-time gift voucher of Rs. 500 on nomination made
RESULTS
• Being a premium brand, they are in an excellent position to reach out to their audiences even with the minimal posting strategy they follow.
• There was on an average a whopping 28% response received from Delhi and Mumbai (Metropolitan cities)
![Page 19: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/19.jpg)
CASE STUDY 4
![Page 20: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/20.jpg)
![Page 21: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/21.jpg)
![Page 22: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/22.jpg)
![Page 23: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/23.jpg)
![Page 24: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/24.jpg)
LEARNING'S FROM #ANNAHAZARE CAMPAIGN
• Identify Passion
• Ignite & Scale the Passion
• Embrace Mobility
• Website as a Spokesperson
• Keep the Conversation Alive
![Page 25: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/25.jpg)
IDENTIFY PASSION
• First step for any brands social media presence.
• Why consumers should talk about you on social media.
• Give him a good reason not just brand attribute but a cause which he can relate to and engage with
IGNITE & SCALE THE PASSION
• Draw up a plan on how you can ignite and scale the passion.
• Create not just loyal customers but fans.
• Plan to touch point across social media landscape not limiting just to Facebook.
![Page 26: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/26.jpg)
EMBRACE MOBILITY
• We are a mobile audience
• Thinking beyond SMS. Involve other touchpoint like mobile sites apps, outbound dialers
KEEP THE CONVERSATION ALIVE
• Keep seeding conversations and sharing things on your fb Page and twitter page
• Remember in social media “Out of feeds is out of mind”
![Page 27: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/27.jpg)
CASE STUDY 5
![Page 29: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/29.jpg)
SITUATION
• Cricket- the word is more than just a sport. For Indians it is next to Religion
• The prime focus was to achieve as much high viewership across the country for all matches including INDIA during the year
• The world cup 2015 kicked off for India with its arch rival Pakistan
• One Sport – One Channel – All Eyes on India
![Page 30: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/30.jpg)
STRATEGY ADOPTED FOR MAUKA MAUKA BY STAR SPORTS (INDIA VS. PAKISTAN)
• Immense amount of talks, comments, sentiments were flowing with its world cup theme ads
• The power of sentiment-led digital marketing is a clear communication through these ads
• Creating a narrative about India being a defending champion
• First ad released on digital platform YouTube was on 7th February, 2015. Within 12 hours of being online, the ad got more than a million organic views
• It also had twitter campaign simultaneously running with #WontGiveItBack & #MaukaMauka
![Page 31: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/31.jpg)
RESULTS OF THE CAMPAIGN
• 1 Million views in just 12 Hours of being Online
• India vs Pakistan ad crossed 3 million views,
• Shares of the video went up to 24,592
• The subscription driven through was 2,211
• Facebook total likes are at 62,90,674
• Star Sports and YepMe.com joined hands to enhance online shopping during the WC season
• ‘Mauka Mauka’ has been the next most-watched campaign in the first quarter of 2015 on YouTube
![Page 32: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/32.jpg)
LEARNINGS
Testing the campaign on Youtube first, before taking it live on a Television commercial, was a wise move by Star
Ad also proved that, as a platform, You-tube can intensify the reach of a campaign through endemic content
#MaukaMauka campaign boasts its clear dominance over other competing campaigns
![Page 33: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/33.jpg)
CONCLUSIONSThe Reach: Social Media is used by 1.5 Billion users worldwide
Engagement: Social allows brands and user to interact freely and quickly
Branding: With every profile being unique, businesses can give brands a personality on social networks
Mobile: Fast adoption of smartphones boosts social media use
Multiple Social Networks: Most internauts use no more than two social network sites
People-Brand Connect: 1 in 2 consumers occasionally post brand-related content
The Rising stars: Pinterest and Instagram are the rising stars
![Page 34: Social Media Marketing Along With Industry Case Studies](https://reader035.fdocuments.in/reader035/viewer/2022070603/587117961a28abac6d8b784b/html5/thumbnails/34.jpg)
BY - AMEY KATKAR