Social Media and Online Marketing

7/24/2019 Social Media and Online Marketing

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Social Media/

Online MarketingAswathy Jayadev (G15073!ah"l #ighane (G15101

!a$dee% #as" (G1510&

'rod"ct and #randManageent

Aswathy Jayadev (G15073

!a$dee% #as" (G1510&


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)a*le o+ ,ontents

1- ..,).2.SS O SO,A M.4A AS A MA!.)2G )OO6 A2 .M'!,A

S)48------------------------------------------------------------------------------------------------------------------&

&- A SO,A M.4A M24S.)-----------------------------------------------------------------------------3

3- #ecoing a Social #"siness 9 eys to creating a co%rehensive social

*"siness %lan------------------------------------------------------------------------------------------------------- :

:- ,ontent Marketing in the 6 &013 #encharks; #"dgets and )rends----------15- )he 'ower o+ 'ersona=#ased Marketing----------------------------------------------------1?

1


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1- ..,).2.SS O SO,A M.4A AS A MA!.)2G )OO6

A2 .M'!,A S)48- International Journal of Marketing, Financial Services &

Management Research

)he %a%er carries o"t e%irical research to "nderstand the eectiveness o+social edia as a arketing tool and an eort has *een ade to analyEe thee@tent social edia hel%s cons"ers in *"ying decision aking- )he %a%er

also s"ggests strategies +or a@iiEing the eectiveness which ares"%%orted *y vario"s statistical tests-

t clears the isconce%tion and con+"sion aro"nd Social Media and Social

2etworking Sites and says that social networking sites are a +or o+ socialedia- Sites like ace *ook; )witter; inkedn are inF"encing the way "sersesta*lish; aintain and c"ltivate a range o+ social relationshi%s +ro close+riendshi%s to cas"al ac"aintances- ,ons"ers today want to *e ore

in+ored a*o"t %rod"cts *e+ore they ake the %"rchase-

)he st"dy in this %a%er +oc"ses on the e@tent that social edia that hel%scons"ers in *"ying decision aking; to st"dy the ga% *etween cons"ere@%ectation +ro Social edia and its %er+orance and how to *ridge this

ga%- One o+ the o"tcoes was that ace*ook +ollowed *y )witter inF"encedH had the ost "sers that i%acted the cons"er *ehavior in %"rchase o+ a%rod"ct-

)he ain reason +ans coe to $oin a *rand %age or *rand +ollowing is

thro"gh *rand invitation/ advertising +ollowed *y +riend invitation; search

+actor (%ersonal !esearch and Inally #rand loyalty also %lays a role inotivation towards *rand +ollowing on the social networking %lat+ors-

!easons/'"r%ose +or "sing social edia was ainly to connect with long lost+riends (5>; e@changing views a*o"t %rod"cts and *rands (&:; %layinggaes (1


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not a very good grievance re=dressal %lat+or- 4eogra%hically there is no

varia*ility aong the social edia network "sers on the *asis o+ gender-

)he eectiveness o+ social edia as a arketing tool will only *e %ossi*lewhen an organiEation has its %resence on social edia %rovide the concrete

and tiely in+oration needed *y the cons"ers- )he ain way +ans coeto $oin/ +ollow a *rand %age/ *rand on social networking sites is thro"ghadvertising +ollowed *y a +riend invitation-

,ons"er do research with search engines to locate their %rod"ct/service

and *rand o+ interest-

Kith ore networks are ore likely to gather o%inions thro"gh their onlinenetwork; read *logs and "ery the )witter channel as early ste%s in thedecision aking %rocess- #"sinesses today are *eing trans+ored +ro a

transactional relationshi% to a social relationshi%- ,o%anies need to %lan +or

s"ccess+"lly engaging their %ros%ects and c"stoers *e+ore; d"ring and a+tertheir %"rchase cycle; and that the *asis +or this engageent is high="alityand relevant in+oration-

!ecoendations to i%rove *"siness "sing Social Media is to i%leentSocial Media integration on yo"r we*site; send eail advertiseents via aconsistent co"nication style- )o inF"ence c"stoers; sales eort "st

+ollow a %rocess that ca%tivates and trans+ors yo"r %ros%ects *yi%leenting these ste%s; which "st *e integral %art o+ Social MediaMarketing strategy-

&- A SO,A M.4A M24S.)-Steven M. Edwards !emerlin "dvertising Institute at Southern Methodist

#niversit$)

Kith the rise o+ social edia the notion o+ de%artents o+ advertising isgetting o"tdated- Social edia re"ires the integration o+ all arketing

co"nications to %rovide a sealess %rod"ct/service e@%erience- Khile%aid advertising that sho"ts into the traditional %"rchase +"nnel is ineLcientco%ared with social edia arketing; advertising that *"ilds *rands and%rovides social edia content is o+ten necessary +or a%li+ying social edia

conversations-Social Media Marketing Marketing (#rand 'roise .@%ectation NO%erations (#rand 'roise delivery

Awareness Consideration BuyUseForm OpinionTalk Consideration

)he role o+ advertising in the traditional %"rchase +"nnel is to createawareness; consideration; and %"rchase where the *rand %roise is ade


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and e@%ectations are set +or cons"ers- #"t with social edia co%anies

are a*le to enhance the delivery o+ the %rod"ct or service which elicitsgreater word o+ o"th and "ltiately i%acts the consideration %hase o+other cons"ers- So given that social edia oers e@%anded o%%ort"nities

+or co"nicating with cons"ers

)he 5)s +or taking %art in and tracking conversations that have *ecoeincreasingly coon in social edia are6

1- )alkers = ind %eo%le who will talk a*o"t yo"- Ca%%y c"stoers who can

share their de%th o+ e@%erience- .ager +ans who want to *e in=the=

know and new c"stoers- )hese c"stoers need to *e ke%t ha%%y and

otivated to get the to kee% talking-

&- )o%ics = #"ild a si%le interesting essage- )hey sho"ld *e si%le;

organic; and %orta*le- ,a%aigns "st *e designed to elicit word=o+=

o"th and ost i%ortantly to share with +riends-

3- )ools = Cel% the essage s%read- '"t everything in an eail- '"t a Ptell

a +riendQ link on every we* %age- .nco"rage sharing *y oering take=

away; hando"ts; sa%les; and swag-

:- )aking 'art = Answer "estions; and %rovide RnewR in+oration-

istening; res%onding and/or onitoring conversations-

5- )racking = onitor online conversations- )racking is needed to

"nderstand what is *eing said in social edia "sing tools and searchengines-

3- #ecoing a Social #"siness 9 eys to creating a

co%rehensive social *"siness %lan

- %ore$ adveen 'irector, (lo)al Social *usiness

Strateg$, t+ Marketing Int.

S"ccess+"l co%anies are *"ilt against the *ackdro% o+ a clearly deIned and

well doc"ented *"siness %lan- All co%onents are taken into consideration

+ro %"rchase; an"+act"ring to sales; arketing and c"stoer service-

Siilarly in social edia there needs to *e a *"siness %lan that incor%orates

the *"siness strategy and o%erations-


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)he Irst %hase is to 4eIne and "nderstand overall *"siness goals and

o*$ectives with Social Media- Social Media is a heavily integrated tool into the

*"siness c"lt"re and in the socio=econoy-

.sta*lish yo"r identity on social %lat+ors6 4eterine the look and +eel o+

yo"r *rand on social edia; the channels +or co"nication and the *randidentity-

O%tiiEing ,hannels6 .ns"re consistency o+ yo"r channels; essages;iages- )here are also signiIcant *eneIts to search that are nowine@trica*ly linked to social; and it all starts with a well=o%tiiEed loginacco"nt-

4eterine 's6 4o yo" want ore sales; ore traLc; ore sign "%sBMeas"reent criteria are going to *e aong the ost i%ortant eleentswhen it coes to deterining the s"ccess o+ yo"r %rogra-

,o%onents o+ the 'lan6 (? co%onents

1- Social Media H Strategy A"dit&- ntegrating Social Media3- 4ata Mining:- ,hannel #"ilding = )he Social Sand*o@5- Social ,o%etitive Analysis- Meas"reent H !O?- )ools and )echnologies

Social Media H Strategy A"dit6 4eterine strengths and weaknesses o+ yo"r

channels- ig"re o"t the reasons and co%are with *enchark-

ntegrating Social Media6 4eterine ntegration Strategy- ig"re o"t howsocial edia is going to change yo"r internal and e@ternal co"nications;reven"e streas; c"stoer service initiatives; e%loyee o"treach and a host

o+ other areas-

4ata Mining6 ind o"t and analyEe the vast reservoir o+ data that can *e "sedto constr"ct arketing initiatives geared towards %enetrating "nta%%ed or

eerging arkets- .-g-6 ace*ook nsights ight hold the key to reachingdeogra%hics yo" had never *e+ore considered as %otential clients

,hannel #"ilding 9 )he Social Sand*o@6 ,onsistency with the essages onyo"r we* site and the sealess transition *etween we* site and socialchannels are all i%ortant %arts o+ the overall arketing strategy- On

"lti%le %lat+ors let yo"r *rands voice *e heard-


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13- ntegrated online arketing co"nication6

i%leentation and anageentM, or ntegrated Marketing ,o"nication is deIned *y 4"ncan (&00&; '-> as; UA cross=+"nctional %rocess +or creating and no"rishing %roIta*lerelationshi%s with c"stoers and other stakeholders *y strategically

controlling or inF"encing all essages sent to these gro"%s and enco"ragingdata=driven; %"r%ose+"l dialog"e with the-V

)he article says that; M, does not It easily into the organiEational str"ct"reado%ted *y ost Irs *eca"se o+ signiIcant str"ct"ral *arriers to its

i%leentation-

OrganiEation *arriers +or the i%leentation o+ the M, conce%t are6

1 lack o+ horiEontal co"nication& +"nctional s%ecialiEation

3 decentraliEation: lack o+ M, %lanning and e@%ertise5 lack o+ *"dget ear o+ change-

)he article s%eaks in detail a*o"t the characteristics o+ the new a"dience o+the co%any thro"gh internet-

)he i%act o+ the internet technology on arketing co"nication is

e@%lored and the article says the internet has changed the classicalco"nication %roced"res-

)he dierentiating characteristics are6

1 nteractivity 6 direct talk *etween individ"als and so+tware a%%lications& )rans%arency6 )he in+oration %"*lished online; "nless s%eciIcally

%rotected can *e accessed *y any internet "ser-3 Meory6 what goes into the we* reains in the eory o+ the

network "ntil it is erased-)aking into acco"nt the +eed=*ack received +ro internet a"diences;

co%anies can odi+y the online strategy o+ the Ir-


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1:- #ecoing a Social #"siness (eys to creating a

co%rehensive social *"siness %lanEsta)lish the identit$1)his article "rges "s to esta*lish the co%any

identity on social %lat+ors- )his incl"des deterining the look and +eel o+the *rand on social %lat+ors- )he channels where the *rand sho"ld have a%resence also has to *e decided- )he *rand sho"ld *e given a %ersonality

since the Pvoice; Plook and other *rand identiIers have to *e tho"ght o"tstrategically so that the individ"al e*ers o+ the a"dience sho"ld +eel aconnection with the *rand and the essage- )he whole e@ercise sho"ldcreate a +eeling in the cons"er as i+ the %itch is *eing ade one on one to

the-

42timi5ation of the channels1O%tiiEing channels hel%s to ens"reconsistency o+ essages and iage across the social s%here- Khen the

we*site and other social channels have *een linked well; the *randdiscovera*ility online increases- )he co%etition and the ind"stry sho"ldalso *e analyEed- )his will hel% "s to Ig"re o"t what kind o+ dierentiation isre"ired and how the %rod"ct sho"ld It in the lives o+ the cons"er-

'etermine $our measurement criteria6 )he key %er+orance indicators('s; *encharks and the tie o+ achieving the with each ste%-

? co%onents o+ the social arketing %lan

Social Media H Strategy A"dit = o*$ectively eas"re how yo"r channels

co%are to those o+ ind"stry leaders relative to certain *encharks1 ntegrating Social Media = 4eIne how the *rand is going to *ecoe

social and not the %lan o+ ste%s to *e done on social networks- or thiswe have to deIne how social edia is going to change the internal ande@ternal co"nications; reven"e streas; c"stoer serviceinitiatives; e%loyee o"treach etc-

& 4ata Mining 9 we need to Ig"re o"t where the ost relevant datae@ists and how we can ine it- #ased on the data ined; newca%aigns are +ored-

3 ,hannel #"ilding = )he +aily o+ channels o+ a co%any is known asthe SocialSand*o@- ,onsistency with the essages on the co%anywe* site; sealess transition *etween we*site and social ediaa%%lications are all i%ortant %arts o+ the overall arketing strategy-Ke need not have a %resence everywhere *"t the *rands voice sho"ld*e heard where it atters ost-

: Social ,o%etitive Analysis 9 kee% track o+ what the co%etitors aresaying; review their strategies and what yo" ight do dierently-


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5 ,ontent Strategy = Ke need to deterine how the *rands story sho"ld*e told; how to %osition o"r *rand; what o"r voice will *e on socialedia and where and when it will resonate lo"dest-


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3 'ersonas are the core "ser and target a"diences with naes; +aces; li+estyleand stories a%%lied-

SD S).'S )O #42G '.!SO2AS

1- Gather in+oration 9 #oth on o"r c"stoers and the co%etition- #eginidenti+ying the vario"s a"diences yo" wish to target-

&- Get o"t in the Ield = )he *est insights coe +ro getting o"t to yo"r stores;

o*serving; talking to sales %eo%le; *"yers; distri*"tors; etc- )ake notes; %hotos ando*serve what others in the category are doing-

3- ook +or %atterns = At this %oint there sho"ld *e a n"*er o+ trends; *ehaviors

and %atterns that are rising to the +ore+ront- ,ontin"o"sly give tho"ght to what yo"rarket really is and i+ there are any o%%ort"nities-

:- #"ild scenarios = 'ersona=*ased arketing is a*o"t telling stories and %roviding

relevant in+oration to yo"r a"dience- Khat is the need yo"r %rod"ct +"lIlls +or the

*"yerB Khy do they choose yo"r %rod"ct over the other o%tionsB 4o they desire andcrave yo"r *rand; or is it $"st chea% and easyB

5- Meas"re = #"ild key %er+orance indicators ('s into yo"r %lan and veri+y theass"%tions that yo"ve ade- Khich o+ yo"r target %ersonas is *"ying yo"r

%rod"ctB Khich are avoiding yo"B Cow is the category %er+oring as a wholeB


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co%rehensive a%%roach to socially=ena*led *ig data analytics and ,D

anageent-

4A)A AS A S.!,. (4aaS6 Many organiEations are starting to "se clo"dservices that %rovide high="ality data and insights "ni+orly to all

necessary a%%lications-)hese services oer a n"*er o+ key advantages like6

Agile and easy to "se = #"siness a%%lications can o*tain data on deand"ickly and si%ly-

,ost=eective = 're=integration with a%%lications red"ces tie and eort-

Cigh=data "ality = )here is single=%oint access to re+erence data and linksto transactional; c"rated; and social data-

Si%ler data governance s"%%ort = 4ata %rivacy and co%liance are

centraliEed- J"st as the clo"d hel%s to anage ) +ro an in+rastr"ct"re;%lat+or; and so+tware %ers%ective (aaS; 'aaS; and SaaS; the ne@t ste% is4ata as a Service (4aaS-

ntegrating social and enter%rise data ha%%ens in %hases-

Ste% 16 identi+y the data

Ste% &6 %l"g that data into a data e@change

Ste% 36 enrich the data

Ste% :6 analytics and data %"ll)C. SO,A ,!M '!O,.SS

1 're=ca%aign 9 learn what yo"r cons"er really wants& a"nch3 4"ring ca%aign 9 co*ine real=tie "antitative H "alitative

analytics to identi+y ways to i%rove the ca%aign o"tcoe: 'ost=ca%aign 9 "se insights +or ne@t ca%aign

S# )C.M.S

SE41

n &015; ideo ,ontent Kill Overtake Kritten ,ontent in !O +or #&,

nd"stries- n &01


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coe +ro Google; which is now e@%erienting with video ads in search

res"lts-

Mo*ile=O%tiiEation Kill #ecoe More %ortant than 4eskto%

O%tiiEation- or the %ast +ew years; deskto% has *een a standard +or o+

search; with o*ile "sers growing in n"*ers- .arlier this year; o*ilesearches s"r%assed deskto% searches+or the Irst tie- Starting now; and

contin"ing into &01


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n &015; ace*ook la"nched nstant Articles- )his technology allows

%"*lishers to instantly and constantly %"*lish streaing content to ace*ook-

.ssentially; the co%anys content anageent syste inter+aces directly

with ace*ook and can sealessly %"*lish new content as it is ready +or

release- nstant articles are now liited only to ? a$or %"*lishers *"t with

rising co%etition; &01< ight see nstant content *e a gae changer-

Sart content creatorswill +actor in "sers %re+erence +or videoand iage

over te@t; their %re+erence +or in+orative and "se+"l content over *latant

sales eorts; and their %re+erence +or c"sto content over shared content-

Ecommerce1

Kith the advent o+ res%onsive we* design s%read like wildIre; going

+orward we are *o"nd to see an i%roveent in o*ile sho%%ing

e@%eriences- Mo*ile advertisingis getting ore %o%"lar day *y day; and

*randed ecoerce store owners are going to *e aong the Irst *igs%enders on o*ile ads- Ke will also see rise in video o*ile ads that have

the %otential go viral on social networks- Sart watches and other weara*le

devices are yet to take o in a *ig way; any ore s"ch %rod"cts are set to

enter the arket in the +"t"re- )he easy availa*ility o+ analytics and data will

lead to creation o+ ore data=*ased content- As "sers *ecoe ore

co+orta*le with sharing soe %ersonal in+oration with *rands and tr"sted

online stores; we will see store owners ake ore eorts to oer a ore

eaning+"l %ersonaliEation to "sers-

Email Marketing1

)he ove to res%onsive eail design has enco"raged si%ler eail designs

with a +oc"s on conte@t; iage and to a lesser e@tent; te@t in &015 and we

can e@%ect this to contin"e into &01


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ada%t to changes in everything +ro we*site tracking technologies to the

latest advances in cell %hones- Merchants now esta*lishing relationshi%s with

non=traditional aLliates; incl"ding store+ront %rogras that allowed the to

%artner with schools; non%roIts; and other organiEations looking to raise

oney- Merchants who are e@%anding their %rod"ct and service oerings to

other co"ntries are looking to evolve their aLliate %rogras along with

the- 4ierences in reg"lations; the agency/network landsca%e; and

attri*"tion +ro co"ntry to co"ntry create challenges; *"t they arent

ins"ro"nta*le-

24A2 ,O2).D))he assive ndian arket is changing +ast- nternet access is

ainstreaing aong %ro+essionals and the "se o+ o*ile is intensi+ying-

)he %ace o+ change contin"es to *e ra%id with digital channels constantly

growing in vol"e and strength- More %eo%le s%end ore tie online in

ndia every year; and the digital tools and sites they "se %lay an ever=

growing role in their lives- Sart arketers kee% on to% o+ the scale o+

change and ens"re their arketing strategies and to"ch %oints irror where

the cons"er is s%ending their tie- .ail has *ecoe a ass arket

edia channel +or oLce workers and %ro+essional classes; *"t the "se is

ore +ract"red than in ."ro%e-

)he internet advertising ind"stry reains yo"ng in ndia and *ehaves in a

siilar way to the Kestern ."ro%ean internet advertising ind"stry 5=> years

earlier- t is en$oying +ast growth; al*eit +ro a low *ase- )he sector is

doinated *y Inancial services; )/o*ile and recr"itent; with cons"er

%ackage goods and otoring acco"nting +or only sall shares o+ the national

online advertising arket- Cowever ndian cons"ers have e@%erienced we*

advertising +ro the start o+ their "se o+ the we* so there is greater

acce%tance than in soe o+ the Kestern ."ro%ean arkets at a siilar stage

in their growth- )he arket is nationally driven with e@tra ca%aigns coing

+ro glo*al *rands; *"t ost o+ the *"dget conIned to national *"sinesses-

,ons"er internet *ehavior in ndia6 Once %eo%le start "sing the internet

their *ehavior changes %eranently and already in ndia over two thirds o+

%eo%le with access "se it several ties a week or ore- Kork a"diences

acco"nt +or signiIcant ao"nts o+ the online total %o%"lation- Access +ro

internet ca+es reains e@treely high; averaging 30 on working days

Mo*ile %hone "se in ndia6 al"e added services = SMS; Cello )"nes; M"sic on

4eand and Airtel ive = contri*"ted to a*o"t ?-5 o+ the total reven"es o+

the segent and SMS alone acco"nted +or :-1 o+ the total reven"e in the


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Social Media and Online Marketing

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