METEOR SOLUTION:
METEOR SOLUTION:Measuring the Value of Social Media
MarketingCASE ANALYSIS BYGROUP 12 SECTION AAkash
VashishthaFT161009Amal GoswamiFT161012Ankush BallalFT161019Utkarsh
SethiFT161099Vineet KhandelwalFT161105CASE BACKGROUNDCapcom,
creators of Resident Evil approached Ayzenberg for advertising of
RE5Capcom partners with Meteor Solutions to measure, buy, and
optimize WOM traffic with the precision of paid media.The motive of
the campaign was to generate a Word of Mouth online campaign to
generate curiosity among the potential users of the game,The
campaign created a website Kijuju and encouraged the game
enthusiasts to participate in various activities to unlock the
additional content on the website.The participation was
overwhelming, with over half a million users unlocking the website
and 190,000 redirected by friends averaging 24 references per
person.PROBLEM STATEMENTCalculating the ROI of the RE5
campaignWould Meteor Solutions suit products with lower involvement
or less passionate customers?Best Metric to capture the performance
of Social Media Marketing?TRADITIONAL COMMUNICATION
TECHNIQUESREVOLUTION OF MEDIAPrint MediaTwo-Way
CommunicationRecorded MediaRadio and TelevisionThe Internet
PROBLEMS OF TRADITIONAL MEDIAIt either supports one-to-one or
one-to-many.The media that is good at creating conversations is no
good at creating groups.The media that is good at creating groups
is no good at creating conversations.So a message that is
broadcasted over television and radio is same for everyone and not
a one-on-one message.This problem is primarily solved by the social
media, by providing a many-to-many modl of communication.TODAY
MARKETING SUCCESS IS EARNED
SO HOW CAN ROI BE MEASURED?
CASE STUDYGOAL: Accelerate awareness and excitement around Game
Launch
STRATEGY AND PLAN:Display Advertising Directing Traffic to Viral
Promotion
TACTICS:Drive traffic with ads and word of mouthVideo series
encourages repeat visits and WOMCommunity unlock of video content
fuels sharing.
GAME CAMPAIGN RESULTS
MEASURING METRICS
A typical metric is shown on the rightThe top row consists of
the amount spent on different channels of marketing like, paid
search, natural search, display advertising etc. Then the number of
visits should be tracked and divided into direct and under each of
the marketing type.Then the conversion rate can be tracked and
based on this the ROI can be calculated using simple
arithmetic.RECOMMENDATIONS TO FOWLERAsk for the data regarding the
direct visits and the indirect visits.Categorize them under the
marketing strategy employed by Ayzenberg.Then calculate the
conversion rate under each of the category.Amount spent on each
marketing channel should be calculatedThen based on this data, the
Return on Investment or in this case Return on Social Media
marketing can be calculated.This will provide more insights into
the campaign and help Fowler decide if Meteor solutions is suitable
for other products and services as well or not.THANK YOU
