Social Media in Business- Module

8/2/2019 Social Media in Business- Module

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06-07-2009-MK510-V1

IILM Graduate School of Management

Module Manual: Social Media in BusinessAcademic Year: PGDM/2010-12

Industry sector Job Opportunity

As more and more companies are venturinginto Social media,the discipline will be widely

required across industry sectors.

Additionally, there are companies which

offer consulting in this area will require

trained manpower

Some organizations have identified Socialmedia marketing as an independent role

where as most of them keep this as a part of

their Marketing function.



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1.Introduction to the Module and Module Objective

Social media is a recently emerged and ever evolving channel of marketing

communication which has found relevance in both personal connectivity and business

promotion . Although students are expected to be conversant with using the social media

in personal space,the objective of the course is to sensitize them towards the role of this

medium in business. The course will broadly be based on the following lines:

1. Introduction to Social Media marketing and its relevance in business today.The

course will also share the trends that have been noticed so far.

2. Understanding various forms of social media and how they can be used for

promoting business.

3. Understanding the profile of the target audience for focused targeting of the

conversations pertaining to product/brand.

4. Measuring and monitoring the social media activities to gauge their efficacy.

5. Relevance of introducing Social media policy in organizations and theaccountability of employees for making it a success.

6. Engaging customers and utilizing customer inputs for product innovation.

7. Understanding the connect between search engine optimization (SEO) and social

media marketing.

The course will be extensively led through real life case studies and examples with the

intent of understanding the current pattern in which social media works .What makes this

course unique is its recent advent, and therefore a lack of any formal research, theories

and practices developed in the field so far.Therefore students will be encouraged to think

proactively through the case studies and examples to form a basic understanding of the

current practices and to develop the ability to think of ways in which Social media can be

used for effective marketing along with the traditional marketing channels.



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2.Introduction to the Tutors

2.1 Area Chair : Prof. Pranay Verma

Phone Number : 9899101844

Email ID : [email protected]

2.2 Module Leader : Ms. Sanchita Ghosh

Email ID : [email protected]

2.3 Tutors

Faculty Name Email ID Location

Sanchita Ghosh [email protected] IGSM , Greater Noida

3.Session Plan

SESSION Topic Readings/ CasesSession 1 An introduction to Social Media

Marketing

Chapter 1( Social Media by Li Evans)

Desired Readings:

Love of social media by CEO of Best Buy.

Session 2 Trends in Social Media Global State of Social media in 2011 by

Global Webindex

Session 3 Case discussion “Sony and JK

wedding Dance”

Case : Sony and JK wedding dance

Session 4 Forms of Social media and thestrategy goals

Chapter 2( Social Media by Li Evans)Desired Readings:Article - Social Media

The new hybrid element of the

promotional mix”

Session 5 Using Facebook ,Linkedin,You tube

and Twitter in Business

Harness the power of Facebook by Dell

Social Media( article) 8

steps to get seen on Linked in by Dragan

Maestrovic( article) Chapter -40 ( ref

book)

Session 6 Blogging & RSS Blogging and RSS by Darrel Branson (

article)

mailto:[email protected]










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Session 7 Case study : Group Presentation (

UnMe Jeans- Branding in Web 2.0)

UnMe Jeans- Branding in Web 2.0-Case

study

Session 8 Understanding the customer profiles

associated with each SM platform


Session 9 ROI of Social media strategy chapter 4( Social Media by Li Evans)

Desired Readings:Can you Measure ROI

on Social media strategy( An MIT Article

by HBR)

Session 10 Measuring & Monitoring the efficacy

of SM Strategy

Chapter 4 &14( Social Media by Li Evans)

Session 11 Buzz Monitoring & Audience

Research


Session 12 Stakeholders of Social Media

Strategy in an Organization

Chapter 6 ,16&12 ( Social Media by Li

Evans) Desired Readings:Article - “Why

you need a new Media Ringmaster”

Session 13 Formulating a social media policy Chapter 7 & 17( Social Media by Li

Evans)

Session 14 How to be a part of existing SM

conversations

Chapter 8,10 &11( Social Media by Li

Evans)

Session 15 Case study- Coca Cola on Face

book”

Coca Cola on Face book”- Case

Session 16 Engaging the customers chapter 19,23,24&38 1( Social Media by

Li Evans)

Session 17 Control on Brand image in the

absence of control over Social

Media

Chapter 25& 26( Social Media by Li

Evans)

Session 18 Case : Slanket Responding to

Snuggies market entry”

Case : Slanket Responding to Snuggies

market entry”

Session 19 Case Study :( United Breaks Guitar) Case Study :( United Breaks Guitar)

Session 20 Customers as Innovators Chapter 27,28&29( Social Media by Li

Evans)

Session 21 Social media & Online marketing Chapter 36,37&38( Social Media by Li

Evans)



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Session 22 Using Social Media in B2 B Context Using social Media in B2B context HBSP

Article

Session 23

& 24

Individual assessment through case

study

4. Module Readings

4.1 Main Texts

Social media Marketing by Liana Li Evans

4.2 References

1. http://www.radian6.com/

2. http://blog.monty.de/?p=579

3. http://www.interactiveinsightsgroup.com/blog1/social-media-case-studies/

4. http://www.beingpeterkim.com/2008/09/ive-been-thinki.html

5. http://www.ignitesocialmedia.com/social-media-examples/Social-Media-Example-21-

UK-Government/

6. www.hbsp.harvard.edu

7. Twitter power 2.0 How t dominate your market one tweet at a time by Joel Comm.

4.3 Reommended Articles, Other material

1 Zappos - discussion on the Social media strategy.

2 Social Media Marketing - Validated Time tested ways to grow business by Seop inc.3 Taco Bell S M Strategy An example

4Peer Influence analysis-Using Social Technology for identifying your

5business's most influential customers ( Book Chapter by Josh Bernoff & Tedschadler)



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5.Session details

5.1-Session I - An introduction to Social Media Marketing

What is Social media and how it came into being since past few years. The session will also

discuss the importance of participating in this form of media to further business. It

reveals the unique characteristics of social media that differentiate it from the

traditional marketing channels.

Learning outcome:

Students will get an insight into the influence that social media has on businesses, with or

without the knowledge of the companies and how there is an increasing need for them to

be a part of the conversation

Reference Reading from text book : Chapter 1

Desired Readings:

“Love of social media by CEO of Best Buy.

5.2-Session 2 - Trends in Social Media

This session will highlight major trends pertaining to consumer internetbehaviour,motivation and attitudes.It will take through the data around various countries

around the world. Various examples will substantiate this throughout the session.

Learning outcome:

Students will get a glimpse of how social media has evolved over a period of time and

what place it has assumed in business

Essential Reading: Global State of Social media in 2011 by Global Webindex ( Powerpoint)

5.3-Session 3 - Case discussion “Sony ad JK wedding Dance”

The case brings into the focus the fact that user generated content can cause viral

propagation. In a participatory digital media, the ideas and content start off at one

location and form and quickly migrates to others, a process enabled by social and

technological networks. As this migration occurs,network effects take hold, enabling

exponential sometimes explosive growth.

The company has least control sometimes on the communication that is propagated about

them.



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Learning outcome:

To examine the shifting role and positioning of a marketer as new consumer attitudes and

behaviors are brought about by the social media.It also considers the opportunities to

create value for the companies, that arise due to always-on, dynamic social media

network

Essential Reading : Case study ( Sony and JK wedding Dance)

5.4-Session 4 -Forms of Social media and the strategy goals

The session will discuss different types of Social Media and define the goals associated

with each one so as to facilitate an effective monitoring of the social media strategy

Learning outcome:Students will learn about various social media platforms available for connecting with the

stakeholders and how each one can be controlled against well defined goals.

Essential Reading : Chapter 2

Desired Reading:

Article - Social Media The new hybrid element of the promotional mix”

5.5-Session 5 -Using Facebook ,Linkedin,You tube and Twitter in Business

This session will help students to understand how Social Media Platforms such as

Linkein,Twitter and Facebook work and can be used for promoting businesses and

products.It will discuss various features available on these websites that can be effectively

used for the purpose and will also discuss various ways of communicating and conversing

on these media to achieve the purpose of promoting business.

Learning Outcome:

Students will be understand the ways of using these specific media platforms in a way to

so as to make feel the presence of a business and to establish the brand.

Essential Reading: Harness the power of Facebook by Dell Social Media( article)

8 steps to get seen on Linked in by Dragan Maestrovic( article)

Chapter -40 ( ref book)

5.6-Session 6 -Blogging & RSS

The session will explain in the detail the concept of blogging and RSS and help students

understand how they work and how these may be used for promoting brands and

businesses.



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Learning Outcome:

Students will be hands on with working on Blogs and using RSS for promoting the visibility

of content/web pages etc.

Essential Reading: Blogging and RSS by Darrel Branson ( powerpoint)

5.7-Session 7 Case study : Group Presentation ( UnMe Jeans- Branding in Web 2.0)

The case allows students to grapple with the strategic and tactical decisions that

accompany marketing communications strategy and to combine information on consumer

behavior with an understanding of brand objectives to assess and evaluate social media

options.The case explores as to how the brand manager of UnMe Jeans is caught betweenthe traditional and the new marketing channels for brand promotion.It describes as to

how she evaluates the various options on web 2.0 to identify the most suitable platform to

achieve branding and advertising objective.

Learning Outcome:

The case encourage students to think strategically about promotional planning and to

address both shortcomings and opportunities offered by traditional media outlets (

TV,Print,Radio)and new Social Media outlets( Social networking sites,video sharing sights)

Essential Reading : Case study “UnMe Jeans- Branding in Web 2.0”

5.8-Session 8 -Understanding the customer profiles associated with each SM

platform

This session will discuss the need for understanding the profile of the prospective

audience/customers. It will categorize them into 6 major types. This will also introduce

the students to the tools that determine the demographic profile of the audience and the

various social media platforms on which they are active. The lecture will discuss the

relevance of knowing the rules and norms followed by various social media communities

Learning outcome:

Students will understand the importance of conducting a thorough research of the

customer profiles for a focussed targetting of their brand, and the relevance of

understanding the norms of various social media platforms in order to formulate the most

appropriate social media strategy

Essential Reading: Chapter 5



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5.9-Session 9 -ROI of Social media strategy

This session will discuss the significance of conversations and the need for monitoring

them. The session will also explore the pros and cons of measuring the return on

investment ( ROI) on social media?

Learning outcome:

Students will understand the Complexity of determining the Return on investment( ROI) on

the company's SM strategy.

Reference Reading from text book : Chapter 4

Desired Reading:Can you Measure ROI on Social media strategy( An MIT Article by HBR)

5.10-Session10

Measuring & Monitoring the efficacy of SM Strategy

This session will discuss how to monitor and measure the conversations happening on

Social media.It will also discuss the limitations of the tools that measure the sentiments or

the buzz. It will suggest the ways to know whether the chosen strategy is working by

assessing the results of measurements against the chosen goals.Given the multiple platforms and the changing technologies Social media strategy needs to

be adaptable and the social media strategy has to be flexible enough to take a quick call

on changing the focus to an alternate social media platform.

Learning outcome:

Students will learn to measure the success of social media strategy against the defined

goals in order to choose the right course.

Reference Reading from text book :Chapter 4 & 14.

5.11-Session11-Buzz Monitoring & Audience Research

The session will further probe into measuring & monitoring the quality of conversation by

discussing Buzz monitoring and Audience research. This will also introduce to the

available online tools to measure buzz and sentiments.

Learning outcome:

Students will understanding the relevance of monitoring the qualitative and quantitative

assessment of the conversations.

Desired Reading Chapter 35



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5.12-Session 12-Stakeholders of Social Media Strategy in an Organization

The session discusses the importance of being a part of any conversation regarding your

company on the social media.It talks about the various stakeholders in the social media

policy and highlights the role of each department within an organization.It emphasises the

significance of educating the employees to channelize the efforts of the employees

towards a successful social media strategy.

Learning Outcome

Students will learn that implementing the social media strategy is not owned by one

department or person in the organization and that all the employees automatically

become stakeholders

Desired Reading :

Article - “Why you need a new Media Ringmaster”

Chapter 6, 16 & 12.

5.13-Session 13-Formulating a SM policy

This session discusses the importance of formulating social media policies for the company

in order to bring order into what the employees communicate about their organization on

various social media. It also discusses how the companies legal department plays a majorrole in streamlining the policies.

Learning outcome:

Students will get a perspective of how to formulate the social media policies for the

company.

Desired Reading : Chapter 7 & 17

5.14-Session 14-How to be a part of existing SM conversations

The session discusses the ways to step into ongoing conversations between the customers

in the social media or initiating new ones. It also suggests various ways to deal with

negative conversations happening within Social media groups in order to turn those to

advantage or to mitigate their negative impact.

Learning outcome:

the students will get a perspective of how to be a part of the conversation and also deal

with it successfully.



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Desired Reading: Chapter -8,10&11

5.15 Session 15-Case: Coca Cola on Face book”

User generated content created a huge following on social media for Coke and Mentos.This

was a challenge for the executives at coke as they had to draw a line between how much

they could open up the brand to the consumers while protecting the world's most famous

brands.The case discusses how the situation was handled and at the same time a positive

impact brought on the bottom line.

Learning Outcome:

To Illustrate the changing market landscape as social media evolves as a mass and

mainstream marketing platform and how to handle it effectively so as to leave a positiveimpact on the brand

Essential Reading :Case: Coca Cola on Face book”

5.16-Session 16-Engaging the customers

This session will highlight how honesty and trust can be a useful tool for engaging

customers. Consistency in branding by way of a congruence across marketing,PR and

advertising also lends credibility to the brand and furthers the objective of engagingcustomers in positive conversations. Therefore aligning offline marketing strategies with

Social media are of critical importance.

Learning outcome:

Students will learn some of the tools for engaging the customers in social media

conversations and the importance of the congruence of offline and online marketing

strategy into a unified goal.

Reading for reference :Chapter 19,23,24&38

5.17-Session 17-Control on Brand image in the absence of control over Social Media

The session focuses on the fact that companies have least control on the message

conveyed about them through the social media. The key lies in adopting a certain

technique in order to be able to deal with it in a way so that the conversation turns to the

companies advantage

Learning outcome:

Students will understand that unlike traditional marketing social media marketing is

controlled by the customers and other stakeholders, and they learn the ways to deal with

it.



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Reading for reference : Chapter 25&26

5.18 Session18-Case : Slanket Responding to Snuggies market entry”

The case discusses techniques specific to online marketing environment, and demonstrates

how confusion within a product category or even a satire can be used to a marketers

advantage. The case describes the ways in which buzz is built. Everyone has access to you

tube,twitter and other social media websites, the buzz goes on 24 hours a day , seven

days a week.

Learning objective: The case helps to understand how the online buzz generated by any

source be it a competitor or customer,can be used to company's own advantage.

Essential Reading - Case : Slanket Responding to Snuggies market entry”

5.19 Session 19-Case Study :( United Breaks Guitar)

The case explores the notion of the internet in which the tables are turned. A corporation

becomes vulnerable to individuals and groups that formerly possesses little or no power,

but now can command the powers of connection and influence afforded by social media.

Learning outcome:To examine Social media tools and their effect on the brand. What

strategies can companies deploy when the power to craft messages is available to both

marketer and customer. Their is also a focus on process of viral propagation and the

opportunities ( though limited), that they may have for response.

Essential Reading:Case Study :United Breaks Guitar

5.20-Session 20-Customers as Innovators

This session will discuss the role of customers as innovators. It highlights the fact that

customer's ideas can not be ignored since they possess a thorough knowledge of the

company's products from a perspective which is innovative. They bring a different insight

which can be used for improving the product and also for accumulating a valuable content

to be put up on social media platforms. The content may be looked upon as more relevant

by the customers and hence will help in better engaging the customers.

Learning outcome:

Students will learn to use social media for getting innovative ideas from the customers to

improve upon the content posted on various social media platforms and to innovate andimprove their products.



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Essential Reading: Chapter 27,28 & 29

5.21-Session 21

Social media & Online marketing

The session will discuss how Social media strategy can be Complemented with Pay per

click ( PPC) marketing & Search engine optimization( SEO).It highlights how search engine

results are a buy product of Social media

Learning outcome:Understanding the connect between PPC, SEO and Social media marketing

Essential Reading: Chapter-37

Desired Reading : 36 & 38

5.22-Session 22-Using Social Media in B2 B Context

The session will discuss the opportunities for Business to business selling to

prospect,shorten sales cycle and build customer loyalty through Social Media.It willexplore various ways in which this objective can be achieved

Learning Outcome

Students will learn how Social media can make the entire sales process more efficient and

target market oriented.

Essential Reading:

Using social Media in B2B context HBSP Article

5.23-Session 23

Case Study assessment

5.24-Session 24

Case Study assessment



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6 Assessment:

Assessment Map

This table shows main assessment methods which are used across module and its stages:

Module A1 A2 A3 A4 A5

Social Media in Business * *

Notes:

A1: Individual test/ Assignment

A2: Group Assignment/ Project

A3: Open Book Examination

A4: Close Book Examination

A5: Group Presentation

Students will be assessed on the basis of following:

1.An individual examination which will include a case study. Students will be required to

analyze the case and suggest solutions to the problems at the end of the case. This will

carry a weigtage of 60%

2.A group presentation to analyze and problem solve based on a case study.

This will carry a weigtage of 30% for the content of the solution offered and 10% for the

presentation.

ASSESSMENT TASK INFORMATION

Assessment Task Weight age (%)

Case discussion Individual 60

Case discussion ( group)

(a)Solution -content

(b) Presentation

30

10

Rubrics -Individual assessment



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Grade Excellent Very Good Good Average Unsatisfactory Poor

5 4 3 2 1 0

Problem Solving

Learning

Objectives

Criteria

Understanding of

the basic concepts

of how social

media works and

influences

businesses

Excellent applied

grasp over the basic

concepts

Very good applied

grasp over the

basic concepts

Good applied

grasp over the

basic concepts

Competent applied

grasp over the

basic concepts

Reasonable

applied grasp

over the basic

concepts

Inadequate/N

o applied

grasp over

the basic

concepts

Analysis of

information

Can analyze new

situations while using

the framework of the

basic concepts ,

without guidance.Can identify the

issues involved.

Can analyze a

range of

information

without guidance.

Identifies most of the issues

Can analyze

with guidance.

Detailed

coverage of

obviousissues/theory.

Some evidence of

understanding

depicted. Can

analyze a limited

range of information.

Some

evidence of

analysis but

misses more

subtleissues/theory.

Little or no

analysis. Fails

to identify

keyissues/theory.

Is very innovative so

as to perceive

solution to the issues

identified while

applying the basic

concepts

Sufficiently

innovative.Can

identify solution

while applying the

basic concepts in

a limited way.

Can identify

solutions within

the basic

framework of

the concepts

with limited

innovation

Can identify

solution with less

focus on the basic

concepts and

limited innovation

Can identify

solutions with

little focus on

concepts and

least

innovation

Fails to offer

solution

Written

Communicationskills

Articulate and

persuasive use of language.

Thoughts and

ideas are clearlyexpressed.

Language is

fine, expression

may not be very

clear

Language mainly

fluent but frequenterrors of grammar

Purpose and

meaning

somewhat

clear but

language is

poor

Purpose and

meaning

unclear.

Language/gra

mmar and

spelling poor



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Rubrics – Group Presentation

5 4 3 2 1 0

Problem Solving

Team work

Learning

Objectives

Criteria

Understanding of

the basic concepts

of how social

media works and

influences

businesses

Excellent applied grasp

over the basic concepts

Very good applied


concepts

Good applied grasp

over the basic

concepts

Competent applied

grasp of the basic

concepts

Reasonable applied


concepts

Inadequate/Fails

applied grasp over

the basic concepts

Analysis of information

Can analyze new

situations while using

the framework of thebasic concepts , without

guidance. Can identify

the issues involved.

Can analyse a range

of information withoutguidance.

Can analyse with

guidance. Detailed

coverage of obvious

issues/theory.

Some evidence of

understanding

depicted. Cananalyse a limited

range of

information.

Some evidence of

analysis but missesmore subtle

issues/theory.

Little or no analysis.

Fails to identify keyissues/theory.

Is very innovative so as

to perceive solution to

the issues identified

while applying the basic

concepts

Sufficiently

innovative.Can

identify solution while

applying the basic

concepts in a limited

way.

Can identify

solutions within the

basic framework

of the concepts

with limited

innovation

Can identify solution

with less focus on

the basic concepts

and limited

innovation

Can identify

solutions with little

focus on concepts

and least innovation

Fails to offer

solution

Communication

skills

Articulate and

persuasive use of

language.

Thoughts and ideas

are c learly expressed.

Language is fine,

expression may not

be very clear

Language mainly

fluent but frequent

errors of grammar

Purpose andmeaning somewhatclear but language is

poor

Purpose and

meaning unclear.

Language/grammar

and spelling poorUnderstands andappreciates the viewpoint of other teammembers. Is able tobring around the groupto a commonconclusion andunderstanding of theissues being discussed.Makes significantcontribution to the finaloutput

Understands andappreciates the viewpoint of fellow teammembers.Makessignificant contributionto the finaloutput.Good teamplayer

Makes significantcontribution to thefinal output.Significantinvolvement withthe group

Contributessomewhat to thefinal output. May notbe quite engagedwith the group

Makes littlecontribution to thefinal output.Leastengagement with thegroup

Has no contributionto the final outputand there is noinvolvement in theteam activity



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Teaching Map

This table shows main delivery methods which are used across module and its stages:

Module T1 T2 T3 T4 T5 T6

Social Media in Business * * * *

Notes:

T1: Lectures

T2: Seminars/Tutorials

T3: Projects & Presentation

T4: Case Discussion

T5: Guest Lectures/Industrial Visits

T6: Lab Sessions

Curriculum Map

This table shows the main learning outcomes which are developed and/or assessed in this

module:

Module L1 L2 L3 L4 L5 L6 L7 L8 L9

Social Media in

Business

* * * * * * *

Notes:

L1: An understanding of organizations, their external context and their management.

L2: An awareness of current issues in business & management which is informed by

research & practice in the field.

L3: An understanding of appropriate techniques sufficient to allow investigation intorelevant business & management issues.

L4: The ability to acquire & analyze data and information.

L5: The ability to apply relevant knowledge to practical situation.

L6: The ability to work & lead effectively in a team based environment.

L7: An improvement in both oral & written communication skills.

L8: Be cognizant of the impact of their individual & corporate actions on society and

recognize ethical business practices.

L9: Be sensitive to the social economic and environmental responsibilities of business.



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7.Readings - Grid

Case No. Title Topic Discussed No ofpages

Shared/ isolated

Brief Cases

1.

2.

Cases *

1. Sony & JK Wedding Dance Understanding the new consumer

attitudes and behaviors that are

brought about by the social

media.

9

2. UnMe Jeans- Branding in Web 2.0 addressing both shortcomings and

opportunities offered by

traditional media outlets (

TV,Print,Radio)and new Social

Media outlet.

27

3 Coca Cola on Face book Understanding changing marketlandscape as social media evolves

as a mass and mainstream

marketing platform and how to

handle it effectively

11

4 Slanket Responding to Snuggies market entry” Creation of online buzz byexternal players

13

5 United Breaks Guitar strategies that companies deploy

when the power to craft

messages is available to both

marketer and customer.

13

Total No of pages 73

Essential Reading1. Harness the power of Facebook by Dell Social

Media( article)

Using Facebook for business 2

2 8 steps to get seen on Linked in by Dragan

Maestrovic( article)

Using Linkedin for Business 1

3 Trends in social media (PPT) Social Media trends in 2011 25

4 Using social Media in B2B context Article How to use social media for B2Bmarketing

15

5. Blogging and RSS by Darrel Branson (

powerpoint)

Understanding blogging and RSS 13

6. Chapter -2,3,5,15,37,40( ref book) 45

Total No. of Pages 101

Desired Readings

1. “Love of social media”- by CEO of Best Buy. Why social media in Business 6

2 Social Media The new hybrid element of the

promotional mix”-Article

Integrating social media withtraditional marketing channels

9

3. “Can you Measure ROI on Social media strategy”-

Article

Measuring ROI of SM strategy 11

4 Chapter-7,8,10,11,17,35,36,38 ( ref book) 77

5 “Why you need a new Media Ringmaster”-article Who can handle Social mediastrategy of a company

3

Total pages 106

Total No. of pages

Videos

1. Seth Godin on Social Networking2. Reid Hoffman on Future of Social Networking in

Business3. 7 rules of Social networking marketing

Social Media in Business- Module

Documents