Search and social media marketing - Integrated marketing communication

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Search and Social Media Marketing!!

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University!of!Salford!

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!Search!and!SM!Marketing!Assignment!

TITLE OF ASSIGNMENT: IMC.

Submitted)to) Dr.!Patrick!Reid!Date) 17th!May,!2015!Type)of)Assignment) Group!Submitted)by) !Name)of)Student) Roll!No!Beverly)Bogle) 00413424!Baz)Nugent) 00410448!Yomi)Layinka) 00413431!Sanjay)Vaid) 00436743!!

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Contents'Contents!............................................................................................................................................!2!

Abbreviation:!.....................................................................................................................................!3!

Introduction:!......................................................................................................................................!3!

Integrated!Marketing!Communication:!.............................................................................................!3!

IMC!and!Technology:!.........................................................................................................................!3!

Digital!Benefits!for!Marketing:!..........................................................................................................!4!

Next!Generation!Strategies:!..............................................................................................................!5!

Evaluate!websites!based!on!their!search!and!SM!optimization!and!digital!presence:!......................!6!

The!Campaign:!...................................................................................................................................!7!

Situation!Analysis:!..............................................................................................................................!8!

TA:!..................................................................................................................................................!8!

Segmenting!and!Targeting:!!!..........................................................................................................!8!

TA!demographics:!Our!Target!customers!are!across!the!globe.!....................................................!8!

Platforms:!......................................................................................................................................!9!

Competitors:!................................................................................................................................!10!

Competitors!Facebook!Profile!Screenshot:!.................................................................................!12!

Keywords!research:!.....................................................................................................................!14!

Objectives!........................................................................................................................................!15!

SMART:!Specific,!Measurable,!Actionable,!Relevant,!Timeline!...................................................!15!

Strategy!............................................................................................................................................!16!

Highly!level!strategy!includes!following:!.....................................................................................!16!

Digital'channel'retention'communication'strategy:!....................................................................!18!

Tactics!..............................................................................................................................................!19!

Search!Engine!Optimize!your!profile:!..........................................................................................!20!

QR!Codes:.!...................................................................................................................................!23!

Action!and!Control!...........................................................................................................................!23!

Budget:!........................................................................................................................................!23!

Gantt!chart!...................................................................................................................................!24!

Conclusion:!..........................................................................................................................................!26!

Appendix!B:!Semi!Structured!Interview!Questions:!............................................................................!27!

Bibliography!.........................................................................................................................................!27!

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Abbreviation:'Integrated!Marketing!Communication:!IMC!Social!Media:!SM!Digital!Marketing:!DM!Target!Audience:!TA!!

Introduction:'The!need!for!an!organization!to!effectively!carry!out!its!marketing!communication!strategies!in!order!to!deliver!clear!and!consistent!competitive!message!about!itself!and!its!products!has!become!highly!imperative!for!every!organization.!But!with!involving!Technology!and!avenues!of!media!like!SM!the!landscape!of!Marketing!is!changing!and!same!provides!a!lot!of!benefits!to!leverage!from!at!the!same!time!marketers!are!confronted!with!a!lot!of!new!challenges.!!

In!this!assignment!we!try!to!document!the!scope!of!IMC,!Impact!of!technology!in!terms!of!benefits!challenges! faced.! We! would! critically! evaluate! the! evaluation! of! online! marketing! strategies! and!latest! trends! and! practices.! We would also develop a DM strategy focusing on content/message leading to media/channel and tracking/measurement of implementation.!

The research methodology would include both Primary and Secondary data.

We would develop pilot campaign artefacts on Cybersecurity with our website Facebook page, YouTube and Google+ pages and finally provide conclusion.

Marketing communications has two principal aims, the first one is to develop brand value by using advertising to setup feeling, to create, vision and to improve beliefs. The second is to make customers behave particular ways. ‘TA is made to behave in a beneficial way in order to make them buy the products or use the services.’ (Baines, Fill, & Page, 2008) !

Integrated'Marketing'Communication:'‘IMC!is!the!system!by!which!companies!co]ordinate!their!marketing!communication!tools!to!deliver!a!clear,!consistent,!credible!and!competitive!message!about!the!organization!and!its!products.’!(Fahy,!2012)This!held!organization!to!deliver!attain!potential!customer!mind!share!across!targeted!market!by!delivering!consistent!information!about!the!brand!or!concept!or!organization.!‘IMC!can!be!defined!as!the!strategic!coordination!of!marketing!communication!mix!elements!and!the!channels!of!communication!in!order!to!afford!an!organization!a!clear,!consistent,!impactful!and!result!driven!communication!about!its!brand!and!corporate!image!in!the!eye!of!its!esteemed!customers!and!to!her!stakeholders’!(Oladele,!2011)!

IMC'and'Technology:'The!millennial! generation! which! comprises! of! young! people! today! is! driving! the! change! towards!communication!technologies!and!this!clubbed!with!new!technological!innovation,!accessibility,!high!disposable! income,! affordable! products! ! and! availability! of! high! speed! internet! connections! has!

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!meant!that!there! is!more!usability!and!acceptability!of!new!media!of!communication! like! internet,!SM!and!Mobile!phones!&!tablets.!!

‘SM! itself! is! constantly! involving!and! taking! increasingly! significant! role! in!organizations!marketing!communication! with! other! organizations,! communities! and! individuals.’! (Kietzmann! ET! AL.! 2011).!The!new!age!media!of!communication!like!SM!are!all!that!more!relevant!for!marketers!since!they!are!Interactive,! individualized! and! responsive! in! nature,! also!with! advancement! in! technology! and! up!gradation!to!Smart!TV!consumers!have!access!to!internet!and!SM!now!via!their!TV!as!well,!also!with!convergence!of!technologies!TV!is!now!accessible!on!the!PC,!Smart!phones,!tablets!etc.!

Managers!now!recognize!that!their!customers!and!Kimmel,!AJ!&!Kitchen,!PJ!2013,!'WOM!and!SM:!Presaging!future!directions!for!research!and!practice',!Journal(of(Marketing(Communications,!pp.!1E16.prospects! are! more! powerful! and! skeptical! than! ever! before,! with! consumer]to]consumer!influence! at! times! precedence! over! purchasing! and! related! behaviors! previously! shaped! by! the!business]to]consumer!marketing! tools! of! advertising,! public! relations,! promotion,! direct!mail! and!personal!selling.!(Kimmel!&!Kitchen,!2013)!

This!has!also!affected!the!marketing!Mix,!in!our!view!out!of!the!4P’s!Product,!Price,!Promotion!and!Place! the! 3! P’s! get! affected! by! online! and! SM!marketing.! The! way! we! promote! the! product! has!changed!with!SM!and!Place!of!selling!where!companies!do!sell!online!is!actual!on!Internet!and!there!no!Physical!place!until!SM!is!only!used!for!promotion,!the!third! in!very! interesting!with!online!and!SM!selling!in!the!Value!chain!Analysis!defined!by!Dr.!Michael!Potter!there!no!or!minimal!distribution!and!retailing!cost!which!in!effect!mean!good!sold!through!online!mode!are!more!profitable!or!they!can!be!sold!at!lesser!cost!give!it!an!advantage!of!traditional!mode!of!doing!business.!

Digital'Benefits'for'Marketing:'Three!Factors!make!the!transaction!into!bits!a!powerful!process:!

] The!first!is!Moore’s!Law,!the!ability!of!the!platform!to!scale!to!handle!unbelievable!massive!amount!of!data!which!owes!debt! to!Moore’s! law,! in!1965! the!co]founder!of! intel,!Gorden!Moore! has! stated! that! the! number! of! transistors! on! a! chip!would! double! every! year,! this!means! that! computers! get! smaller,! faster! and! yet! hold! more! data.! Consumer! get! two!remarkable!benefits:!Their!technology!gets!faster!and!it!costs!less!money.!

] The!Second!Factor!making!digital!world!important!for!marketing!is!its!ability!to!create!digital!environment,!these!digital!environment!are!much!more!flexible!and!adaptable!than!simple!computing.!

] The! third! force! driving! the! use! is! convergence.! As! device! become! digital,! the! separation!between! products! breaks! down.! ‘Television! become!more! like! computers! and! computers!become!more!like!TV’s,!Telephones!acquire!computing!power,!and!you!can!use!your!laptop!computer!to!place!call.’!(Hanson!&!Kalyanan,!2007))

Challenges'of'Technologies'Complexities:'

One!of!the!challenges!is!coming!up!with!engaging!content!which!is!very!important!in!SM!marketing.!‘SM! has! democratized! the! content! of! marketing! communication,! and! companies! have! to! be!prepared! for! less! control! over!what! is! said! about! the!brand’! (Winter! 2009).! ‘SM!now! refers! to! an!intersection! of! software,! marketing,! media,! information! and! entertainment’! (Fernando,! 2007)!

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!another!challenge!is!bringing!them!all!together!and!then!optimize!the!same!as!per!different!platform!and!OS,! the! challenge! for!marketers! is! the!Graphical!user! interface!out!of! their! site!or! add!would!differ! not! just! by!different!platform! like!PC,!mobile,! tablet! or! smart! TV!but!most!of! these!devices!come! in!different! size!and!hence! the!visual!display!might! vary.!Also! since!SM!can!be!accessed!via!Internet! the! effectiveness! of! SM! marketing! highly! depends! on! availability! of! access! and! quality!internet!connectivity.!

] Lack!of!Confidence!on!Internet:!Most!people!especially!in!developing!countries!feel!insecure!while!buying!online,! the! fear!due! secure!payment,!delivery! time,! secured!delivery!without!damage,! quality! of! good! to! be! delivered! and! these! challenges! which! marketers! have! to!bridge.!

] Delivery!Issue:!Many!place!especially!rural!people!do!not!have!access!to!internet;!this!is!very!big!challenge!for!online!marketers!in!developing!countries.!

] Feeling!the!Products:!Most!customer!prefer!to!feel!the!product!and!have!physical!evidence!in!terms!of!product!and!store!where!they!can!also!try!the!product!and!make!decision!where!they! satisfied! themselves! with! various! check! they! would! like! to! do! and! also! get! some!comfort!on!after!sales!warrantee!or!support!from!the!sales!personal.!

] Online! Fraud! and! future! of! online:! Most! customer! especially! in! developing! countries! are!afraid!of!online! fraud!due!to!un]mature!e]retail!and!cyber! laws!and!this!has!pulled!a! large!number!of!customers!away!from!the!internet.!

Next'Generation'Strategies:'With!new!technologies!evolving,!increase!competitiveness!due!to!low!entry!barrier,!change!in!strategies!have!become!imperative.!‘Changes!in!dynamics!which!can!be!caught!when!market!is!moving!from!push!to!pull!strategy,!turbulent!competitive!environment,!single!contextual!to!multi]contextual!and!“one!to!one”!or!from!“one!to!many”!to!“many!to!many”!structure,!we!need!to!adapt!competitive!strategies!that!resonate!with!customer’!(Amalesh,!2011)!!

] )! Situation!

Analysis!Objective!Setting!

Strategic!! Tactics! Implement! Control!

Reach!! Analyzing'

awareness'

of'brand'and'

customer'

base'

Goal'setting'

to'build'

brand'and'

increase'

customer'

base.'

Defining'

strategies'

to'build'

brand'and'

improve'

customer'

reach.'

Selecting'

different'

tactics'to'

build'brand'

awareness'

and'

customer'

reach.'

Implement'

Strategic'&'

Tactics'

into'

actions'to'

reach'

customer'

and'build'

brand.'

Monitor'and'

control'KPI'

(Unique'Fans'

and'visitors,'

Audience,'

share,'sales'

per'visit)'

Engage! Analyzing'

present'

activities'

with'

customer'

interactions'

and'gaps.'

Goal'setting'

to'develop'

more'

integration'

with'

Site/Page.'

Defining'

Strategies'

to'persuade'

more'

visitors'to'

take'next'

steps'

Selecting'

different'

tactics'to'

drive'deeper'

interaction'

with'digital'

presence.'

Implement'

Strategies'

&'Tactics'

into'

actions'to'

increase'

interaction'

with'

digital'

Monitor'and'

control'KPI'

(Bounce'Rate,'

Pages'per'

visit,'Product'

page'

conversation)'

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!presence.'

Convert! Analyzing'

current'

conversion'

rate'and'

issues'

Goal'Setting'

with'

improved'

target'for'

Conversion'

Defining'

Strategies'

to'

encourage'

customer'to'

generate'

commercial'

value.'

Selecting'

different'

tactics'to'

convert'sales'

and'build'

into'

revenue.'

Implement'

Strategies'

&'Tactics'

into'

actions'to'

convert'

leads'into'

sales.'

Monitoring'

and'control'

KPI'conversion'

Rates,'Lead'

and'Sales,'

Profits'and'

Margin'

Nurture!! Analyzing'

present'

customer'

engagement'

strategies'

and'results.'

Goal'Setting'

to'improve'

customer'

Engagement.'

Defining'

Strategies'

to'develop'

long'term'

relationship'

with'

customers''

Selecting'

different'

tactics'to'

build'and'

retain'

relationships'

with'

customers.'

Implement'

Strategies'

&'Tactics'

into'

actions'to'

engage'

customer'

on'routine'

basis.'

Monitor'and'

Control'KPI'(%'

Active'Hurdle'

Rate,'Fan'

Engagement,'

Repeat'

Conversion)'

An!Assessment!Framework!for!Strategic!DM!Effectiveness!(!(Kaushik,!2013)!

Evaluate'websites'based'on'their'search'and'SM'optimization'and'digital'presence:'

1. Measure!SM!Exposure:!This! measures! the! number! of! people! our! message! reached! too,! so! we! essentially! know!number!of!people!we!attracted!to!our!brand!through!SM.!To!mitigate!duplicate!user,!track!growth!rate!as!percentage!of!the!aggregate!totals.!!

• Twitter:!number!of!followers!and!the!number!of!followers!for!those!who!retweeted!our!message!to!determine!monthly!potential!reach.!

• Facebook:!Track!number!of!fans!for!our!brand!age!and!those!who!commented!on!or!liked!our!post!to!identify!monthly!Facebook!reach.!

• YouTube:! Measure! the! number! of! views! for! our! videos! tied! to! a! promotion! or!specific!period!of!time,!such!as!monthly!and!the!no!of!subscribers.!

• Blogs:! measuring! no! of! visitors! viewed! the! post! and! engaged! in! commenting! or!provided!their!feedback.!

• Email:! Based! on! the! number! of! people! on! distribution! list!we! need! to! check! how!many!received!the!email.!!

2. Measuring!Engagement!This!shows!how!many!people!actually!cared!enough!about!our!message!and!as!a!result!there!is!some!kind!of!action,!we!can!measure!engagement!with!tools!such!as!Radian!6,!Biz360!and!Tweet!Effect,!these!metrics!provide!insight!on!who!we!want!to!target!retain!on!SM!channels.!!List!of!KPI!indicators!of!engagements:!• Twitter:!The!number!of!times!link!got!clicked!retweeted,!hashtag!got!used!and!number!

of!people!involved!in!the!activity.!• Facebook:!Based!on!number!of!visit!to!the!page,!unique!visitors,!clicks!on!the!page,!like!

or!comment!on!message!can!help!us!determine!engagement.!

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!• YouTube:!We!need!to!analyze!the!number!of!comments!on!Video,!the!number!of!times!

it!was!rated,!shared!and!number!of!new!subscribers.!• Blogs:!The!no!of!comments,!like,!followers,!subscribers!and!number!of!share!on!various!

platforms!like!Facebook,!twitter,!LinkedIn!etc.!!

3. Measuring!Influence!We! need! to! look! at! impact! of! our! engagement! metrics! in! terms! of! positive,! negative! or!neutral! sentiment.! It! is! important! that!we! spend! time!engaging!both!with! influencers! and!average!users.!We!can!use!automation!tools!like!Twitalzer,!Social!Mention,!Radian!6!or!Scout!Labs!

4. The!Lead!Generation!Funnel:!!Once! we! have! measured! the! influence! portion! of! funnel,! we! need! to! measure! the! lead!generating! funnel;!we!need!to!understand!reach,!engagement,! influence!which!would!give!us!the!indicator!of!our!presence!and!impact.!(Kelly,!2010)!!

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The'Campaign:''We!have!taken!up!Cyber!security!as!our!campaign!and!would!be!using!digital!secure!brand!name!and!logo! for!same,! ! to!comply! legal! laws!we!have!only!kept! is!as!awareness!campaign!and!used!Blogs,!Presentations,!Videos!and!pictures!for!same!and!not!mentioned!any!product!per!say.!We!have!used!media! platform! like! Face! book! https://www.facebook.com/digitalsecureyou.digitalsecureworld! ,!created!our!website!www.sanjayvaid.com! ,! twitter,!Google+!and!YouTube.!We!would!describe!our!plan!is!SOSTAC!Model.!

SOSTAC!Model!was!invented!by!Paul!Smith,!SOSTAC!focuses!on!the!six!most!important!elements!of!any!business!SOSTAC!is!an!Acronym!for!the!6!basic!elements!of!the!Marketing!Plan:!(Chaffey,!2015)!

• Situation!analysis.!

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!• Objective.!• Strategy!• Tactics!• Action!• Control!

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Situation!Analysis:!!TA:! ! Our! TA! are! computer,! Smart! Phones,! Tablet! user! and! Large! Corporation! who! have! critical!Information!that!needs!to!be!secured.!

Segmenting'and'Targeting:!!We!have!to!segment!users!as!per!their!profile!in!terms!of!Individual!user!and!Corporations;!And!would!be!targeting!the!geographically.!!

TA'demographics:!Our!Target!customers!are!across!the!globe.!!

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!Platforms:'There!are!various!Social!media!platform!like!Linked,!Facebook,!twitter,!google+,!YouTube!were!customers!visit!for!information!and!reviewing!products!blogs,!reviews!and!information.!‘Collectively!8!social!media!sites!drove!31.24%!of!overall!traffics!to!sites!in!December!2015.’!(Wong,!2015)!

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The!eight!leading!networks!that!managed!to!send!traffic!to!various!small!and!big!websites!are!mentioned!below:!(Mahajan,!2014)!

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Social'referral'FY'2014'!

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Source Dec(13 Jan(14 Feb(14 Mar(14 Apr(14 May(14 Jun(14 Jul(14 Aug(14 Sep(14 Oct(14 Nov(14 Dec(14Facebook 15.44% 16.27% 21.25% 18.51% 18.81% 23.39% 21.05% 19.53% 22.53% 25.06% 25.01% 25.01% 24.62% 59.58% 9.2-ppPinterest 4.79% 5.39% 7.10% 6.97% 6.45% 5.72% 5.58% 5.70% 5.52% 5.52% 5.22% 5.22% 5.06% 5.82% 0.28-ppTwitter 1.12% 1.12% 0.99% 1.14% 0.99% 1.02% 1.03% 1.15% 0.99% 0.88% 0.92% 0.89% 0.82% (27.03% F(0.30FppStumbleUpon 0.86% 0.80% 0.68% 0.99% 0.84% 0.82% 0.60% 0.50% 0.42% 0.41% 0.37% 0.47% 0.50% (42.17% F(0.36FppReddit 0.21% 0.23% 0.25% 0.21% 0.26% 0.21% 0.19% 0.23% 0.20% 0.18% 0.14% 0.16% 0.15% (30.13% (0.06%Google+ 0.05% 0.05% 0.06% 0.08% 0.09% 0.08% 0.06% 0.05% 0.07% 0.07% 0.06% 0.05% 0.04% (25.14% F(0.01FppLinkedIn 0.05% 0.05% 0.05% 0.04% 0.03% 0.02% 0.02% 0.02% 0.02% 0.04% 0.04% 0.04% 0.03% (39.53% F(0.02FppYouTube 0.19% 0.15% 0.13% 0.09% 0.10% 0.09% 0.06% 0.04% 0.04% 0.04% 0.05% 0.03% 0.01% (93.24% FF(0.18Fpp

ChangeFfromFDec'13(Dec'14

SocialFMediaFTrafficFReferralsF(DecemberF2013(14)FFFFSource:FShareholic

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It’s!evident!from!the!above!mentioned!data!and!graphs!that!Facebook!drives!1/4th!of!over!all!traffic.!

Competitors:''Our!Competitors!are!large!MCE’s!like!Symantec,!MacAfee,!Trend!Micro!and!Kaspersky.!!

Benchmark!against!competitors!and!analyses!via!TOWS!Analysis!! Strength)–)S)

1. Our!Team!with!footprint!in!4!continents!in!the!globe.!

2. Consumer]centric!solutions.!

3. Create!a!‘Human’!factor!for!the!brand.!

4. Can!focus!on!quality!content!over!quality.!

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Weakness)–W)

1. Start]up!with!not!high!capital!funding.!

2. Not!much!following!on!SM!

3. Insufficient!interactive!content!creation.!

4. Insufficient!interactive!content!creation.!

Opportunity)–O) SO)Strategies) WE)–)Strategies)

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!1. To!create!online!

Brand.!

2. Opportunity!to!do!engage!customer!leading!to!large!business!deals.!

3. Target!niche!markets!and!audience.!

4. Create!a!strong!loyal!community.!

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Leverage!Strength!to!maximize!opportunities!!=!attacking!strategies’!

1. Creating!our!website.!

2. Creating!Facebook!page,!your!tube!video.!!

Counter!weakness!through!exploiting!opportunities!=!build!strength!for!attacking!strategy.!

1. Build!rich!media!content,!images!and!video.!

2. Optimize!the!website!and!Facebook!page!!!by!Keywords!and!affiliation!with!google!AdWords,!Twitter!and!other!SM!platform!

Threats)–)T)

1. Just!another!Start]up!brand!image.!

2. Dominating!presence!of!competitors.!

3. Insufficient!funds!and!resources.!

4. Mediocre!engagement.!

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ST)Strategies)

Leverage!strengths!to!minimize!threat!=!defensive!strategy.!

1. Highlight!skill,!Certification,!Awards!and!recognition.!!

2. Create!Videos!on!load!on!YouTube!blogs!and!optimize!the!same!

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!Competitors'Facebook'Profile'Screenshot:'

Symantec!

Intel!Security!

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Trend!Micro!

Kaspersky!

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!Keywords'research:''

Keyword'terms:'

Competition: The quality and quantity of other website ranking for the search term.

Traffic: The quantity and quality of people using the search term.

Search'Term'Length:''

2'keywords – Each short tail keyword gets more traffic, buy is generally lower quality.

3+'Keywords – Each long-tail search term get less traffic, but generally high traffic. !

Keyword'search:''We!can!conduct!Content!Centric!and!Keyword!Centric!research!as!mentioned!below:!

ContentEcentric!–!!We have a specific piece of content, or a particular product or services, and I want to find search terms people may use to find me.

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KeywordEcentric!–!!The ideal approach is to combine the two, we would start off with content-centric approach, but as the site grows, I would constantly be on the lookout for new, potentially lucrative keywords

IDENIFED KEYWORD

CONTENT#3

CONTENT#2

Keyword-Centric Keyword Research

CONTENT#1

KeywordEcentric!–!!We want to identify high yielding search terms, and then build content around them.

The ideal approach is to combine the two, I would start off with content-centric approach, but as the site grows, I would constantly be on the lookout for new, potentially lucrative keywords

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Objectives''

SMART:'Specific,'Measurable,'Actionable,'Relevant,'Timeline'

Specific:'• Increase!market!share.!• Increase!number!of!visitors!to!site!and!SM!page.!• Increase!number!of!comments!on!the!site!and!SM!page.!• Increase!traffic.!• Engage!customers.!• Increase!sales!revenue.!• Develop!Loyal!Fans.!

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!Measurable'

• !KPI:!Increase!no!of!visit!to!my!profile,!engage!TA,!gets!sales!enquiries!enquires.!

Actionable:'• To!build!profile!on!website,!Facebook!page,!create!engaging!content!like!

blogs,!Presentation,!Video,!pictures!and!optimize!the!same.!

Relevant:'• Benchmark!with!competitor!SM!profile,!identify!keywords!and!optimize!the!

search!with!Keywords.!

Timeline:'• Define!specific!time!line!for!the!project.

Strategy'

Highly'level'strategy'includes'following:'Budgeting:

• Take!the!total!budget!you!have!set!a!site!for!DM!project!for!the!month!!!!!!!divide!it!by!30.4;!this!would!be!over!all!daily!budget.!• Take!overall!daily!budget!and!divide!it!by!the!total!number!of!campaigns!you!are!launching!across!the!different!ad!networks;!this!is!initial!campaign!daily!budget.!• Reallocating!by!Spend.!• Reallocating!by!value.!

Website,!Facebook!page,!Twitter,!Your!

tube!!

Content!management!Funnel!Informative!and!Instrumental!

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!

• TA:!First!part!of!Strategy!is!to!identify!TA!which!is!IT!savvy!individual!using!Computer,!Tablet!and!smart!phones!and!companies!who!need!to!secure!their!data.!

• Positioning:!Positioning!as!per!target!market!and!audience.!• Confirmation'of'words:' It! important! that!we!carry!out! keyword! search!and!add! those!

Keywords!in!our!SM!content.!

!!

• Engaging!target!with!T]R]U]S]T]E]D!content!(timely,!useful,!situational,!transparent,!engaging!and!deliverable)!content.!(xxv!Social!Content!Marketing!for!Entrepreneurs!–!Jim!Barry)!

• Escorting!target!through!frame]of]mind!connections:!this!process!requires!repurposing!and!sequencing! of! content! to! where! it! fits! the! audience! frame! of! mind! (xxv! Social! Content!Marketing!for!Entrepreneurs!–!Jim!Barry)!

• !‘Enchanting!Influencers!through!O]U]T]R]E]A]C]H:!(organic!reach,!user!relationships,!topical!relevance,!endorsement!creditability,!authority!within!concentrated!community,!compelling!content! and!hubs!of! important! conversation)!much! like! the! role]played!by! the!Advocates,!influencers! are! key! to! spreading! brand! stories! that! would! otherwise! stall! out.! Audience!growth!at!any!stage!of!SM!development!inevitably!requires!the!help!of!key!influencers!who!benefit!from!audience!and!a!lot!of!clout.’!(!(Barry,!2015)Enlisting!followers!with!S]T]A]M]P:!(social! networking! strategy,! thought! leadership! strategy,! media! relationship! strategy! and!profit!strategy)!each!follower!and!connection!that!touches!my!content!has!audience!in!the!hundreds!on!average.!

• Engaging! Target! communities! through! C]O]N]V]E]R]S]A]T]I]O]N:! (Contest,! open! dialog,!negative!complaints!handling,!exclusivity,!responsiveness,!sharing!customer!stories,!ask!and!answer!dialog,!twitter!chats,!interactive!infographics,!opinion!polls,!and!network!groups)!

• Getting'Audience'to'TKAKLKK:''o Trust!me.!o Align!with!me.!

Competitors!Analysis,!Keyword,!

Content!and!Optimization,!!

!!

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!o Like!Me!o Know!Me.!

• Clear! messaging! hierarchies! to! effectively! communicate! positioning! both! in! online! and!offline!media.!

• Brand! Strategy:! ‘Brands! in! SM! contexts! seem! to! provide! customers! with! opportunities! to!create!an!identity!that!depends!on!their!personal!goals.’!(Davis,!2015)!Online!representation!or!presence:!We!would!have!my!company!page!on!Facebook!and!our!own!website!optimized!and!with!content!such!as!blogs,!presentation,!Video!and!pictures.!Further!I!would!link!these!to!my!twitter!account.!

• Content!and!Engagement!Strategy:!I!would!use!text!with!Keyword!and!rich!media!products!and!tools.!

• ‘Earning!Readership!with!content!Mastery:!Bloggers!are!promoting!their!posts!much!like!the!way!ads!pummel!us!with! their!one]way!messaging.’! ! (Barry,!2015)T.U.N.E.D! (trended,!user!generated!niched,!evergreen,!digestible)!for!audience!connection.!

• Digital!channel!acquisition!communication!strategy:!I!would!acquire!traffic!by!following:!• Integrating!Keyword!in!my!online!profile!and!blogs.!• Search!Engine!Optimization!by!using!google!Keywords!and!Google!Analytics.!• Publishing!blogs!on!Facebook,!LinkedIn,!Google!Plus,!Twitter!and!blog!mailers!to!subscriber!

and!RSS!feed.!• Embedding!LinkedIn!profile!in!email!signature!and!publishing!the!headline!on!twitter.!

!

Digital'channel'retention'communication'strategy:''

• We!would!have!monthly!3!to!4!blogs,!Articles,!news,!Video!and!presentation!posted!and!

reposted!to!keep!the!audience!engaged.!• ]We!would!keep!a!track!on!latest!trends!and!update!Social!page!and!website!accordingly.!

!

Content'Strategy:

1. Have!quality!content!to!engage!the!TA.]Content,!with!following!things!taken!in!account:!a. Writing!–!Articulation.!b. The!content!should!be!current!

2. Have!content!Editorial!calendar,!content!kick!off!checklist.!3. Since!SM!is!2!way!communication!we!would!also!have!members!commenting,!writing!back!

and!we!would!need!to!revert!back!to!them!as!well!so!we!need!to!consider!the!follows:!a. !Less!expensive.!b. Credible:!we!need!to!ensure!our!content!and!replies!are!credible!!

4. Creative:’!Although!quality!varies!widely,!thousands!of!“editors”!generate!creative!energy!ad!unique!points!of!view.!Diversity!captures!emerging!trends!and!provide!barometer!of!current!

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!interest.!‘!(Hanson!&!Kalyanan,!2007)!

5. Integrate!content!development!with!SM!metrics!and!Goal.!a. For!Generating!traffic!our!metric!should!be!unique!visitors!from!social!websites!

where!we!run!our!campaign.!b. For!creating!a!following!our!metric!should!be!subscribers!followers!on!social!channel!

(Facebook,!twitter)!c. For!generating!interaction,!our!metric!should!be!quantity!and!type!of!commentary!

(Facebook!comments,!Twitter!replies/mentions)!d. For!revenue!generation!which!is!ultimate!purpose,!our!metrics!should!ne!precise!

dollar!value!of!every!lead!a!social!post!generates.!6. Beef!Up!Content!Strategy!with!!Big]Brand!Mindset!

a. Find!where!the!customer!talks!and!“go]deep.”!b. Create!content!that!people!want!to!talk!about.!c. Use!SM!to!listen!to!customer.!!

7. Concentrate!on!increasing!Daily!Updates:!a. Frequency!5]10!times!a!day!on!Twitter!and!1]4!times!a!day!on!Facebook!for!optimal!

outcome.!!b. Timing:!Almost!all!research!studies!highlight!the!main!work!hours!of!8am!to!8pm!as!

good!times!to!tweet!and!post!to!Facebook.!c. Multiple!Sites:!Post!to!multiple!social!sites!in!addition!to!our!own!blog!or!website.!

(Hemley,!2013)!8. Help!Users!find!content!with!Hashtags:!

a. Promotions]!hashtags!make!it!easy!to!track!a!promotion’s!activity!across!many!social!platforms.!

b. Unification]!you!can!track!a!hashtag!across!the!entire!major!network!or!filter!them!individually!using!Tag!board.!

Tactics'!The! Tactics! is! to! have! a! Facebook! Page,! Google+! page;! YouTube! page! and! website! with! Blogs,!Presentation,!Videos,!and!Photos!etc.!to!engage!the!customers.!

We!have!also!built!a!logo;!obtain!a!back!ground!picture!with!rights!to!use!the!same.!

!!

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!

'

Search'Engine'Optimize'your'profile: !

!have! used! Keywords! like! Cyber! Security,! Digital! Security,! ! Development,! Global! Key! Account!manager,!IT,!Outsourcing!etc.!

Our!Website.!

Different!Blogs!

Our!Logo!

Our!Facebook!Page!

Our!Logo!

!!

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!

Blogs!

!!

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!

'

Strategies'for'optimizing'the'Facebook'Page,'website'includes'following:'• Content!&!Rich!Media:!Needs! to!be!appeal! to! the!TA,! technical! correct,! should! some!new!

information!and!must!be!engaging.!• Blogging!platform!to!use;!WordPress,!Bloggers!Joomla,!blogpost!at!than!embed!the!URL!on!

our!website,!Facebook!and!google!account.!• Word! processor! to! use! with! the! best! editing,! grammar,! and! spell! checking! tools;! Word,!

Pages,!other.!• Post!video!so!it!can!be!efficiently!streamed!to!blog;!YouTube,!Video,!TubeMogul,!other.!• Image!all!Tags:!Word!Press!and!Bloggers!

LinkedIn!Campaign!monitoring!!

!Linking!to!Google!Ad!world!

Our!Campaign!

Post!

Website!!

!!

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!

SM:!Optimize!the!Facebook,!Google!plus,!website,!Twitter!by!regularly!posting!updates.!

QR!Codes:!Generate!a!QR!code!for!online!and!mobile!community!to!follow.)Select!a!QR!code!generator:)There!are!tons!of!QR!code!generators!out!there,!but!a!few!of!the!post!popular!include!Kaywa,!GOQR.me,!Visual!lead,!and!QR!Stuff.!Some!things!to!look!for!when!choosing!a!QR!code!generator!are!whether!you!can!track!and!analyze!performance.!

• Design!and!link!it!up:!Test!the!QR!code:!!• Track!and!analyze!performance.!Just!like!any!marketing!campaign,!you!should!follow!up!on!

any!collateral!or!campaigns!using!QR!codes!to!see!whether!they're!actually!working.!!

'

Action'and'Control'Budget:'Establishing!Market!Budget! allows!you! to!establish!quantitative!goal! and!measure!actual!

!!

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!performance!against!those!goals.!We!do!not!have!any!direct!expenditure!at!this!phase!but!we!plan!to!go!for!pay!per!click! in! future,!and!we!see!fixed!and!perpetual!expenses!which!have!out! lined! in!budget!below.!

Gantt'chart'''

'

Call'to'Action:'!

!!

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!Establish!a!plan!for!optimizing!webpages:!

T'Keyword'Planning.)]!Google!Analytics.!]!pay!per!click!campaign!Keywords)like:)Adt,small)business)it)security,EUR,70,0.84,21.88,)AA,N,N,http://www.sanjayvaid.com/Security)Consultant,it)security)consultants,EUR,70,0.84,16.17,)AA,N,N,http://www.sanjayvaid.com/Security)Monitoring,security)systems)monitoring,EUR,40,0.84,18.06,)AA,N,N,Security)Products,security)system)products,EUR,40,0.84,9.53,)AA,N,N,Keywords)like:)Adt,συστημα)ασφαλειασ,EUR,10,0.84,,)AA,N,N,Home)Security,home)security)store,EUR,6600,0.83,15.42,)AA,N,N,Alarm)Company,alarm)monitoring)companies,EUR,390,0.83,13.26,)AA,N,N,Monitor,central)station)monitoring,EUR,390,0.83,4.88,)AA,N,N,Information)Cyber,cyber)security)information,EUR,140,0.83,8.15,)AA,N,N,http://www.sanjayvaid.com/Security)Systems,custom)security)systems,EUR,140,0.83,21.2,)AA,N,N,Keywords)like:)Adt,it)security)conferences,EUR,110,0.83,9.56,)AA,N,N,http://www.sanjayvaid.com/Security)Monitoring,monitored)security)system,EUR,110,0.83,21.59,)AA,N,N,Security)Jobs,jobs)in)it)security,EUR,90,0.83,8.09,)AA,N,N,http://www.sanjayvaid.com/Keywords)like:)Adt,cyber)sercurity,EUR,50,0.83,4.68,)AA,N,N,http://www.sanjayvaid.com/Information)Cyber,information)about)cyber)security,EUR,30,0.83,0.27,)AA,N,N,http://www.sanjayvaid.com/ !

KPI:!

Website!Conversion!Rate!Measurement:!(Form!Submission!+!Tracked!Calls!+!Tracked!Emails)/(Total!Website!Visitors)!

Cost!per!lead!by!source!Measurement:!(Total!Spent!on!Campaign)/Total#!of!Leads)!

Turnover!rate!Measurement:!Monitor!departures! to! stop!a! revolving!door!of!new! followers! in!and!old! followers!out.!

Unique!Visit!!UVs!are! the!most! standard!measure!of!how!many! Individuals!have!viewed!content!within!a! given!time!frame.!It!can!be!measured!in!30!days.!

Tracking!• Tracking!who!are!recommending!highly.!• Tracking!Frequency!of!Visitors.!• Overall!profile!visit!and!review.!!

!

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!

!

!

Content'Management:']!Quality,!consistence!and!time!bound!update!is!imperative.!

]!Determine!and!conceive!the!tools!and!approach!to!apply!the!process.!

]!Modify!Pitch!to!TA!or!dummy!collect!data!outline!&!plug!gaps,!shape!and!draw!final!draft.!

]! From! Pitch! to! final! delivery! the! Target! group! or! dummy! has! to! be! engaged! grossly! and!possibly! only! then! we! can! make! a! compelling! content! with! an! expectation! of! high!engagement!

Conclusion:''Indeed!Social!Media!possess!new!every!changing!challenge!for!the!traditional!Marketing!landscape!and!Marketing!Mix,! it!complements! the!marketing!effort!by!providing!real! time!customer!reaction!and!feedback!but!also!enable!final!sales!on!ecommerce!platform.!

It’s!a!great!tool!for!companies!to!engage!their!prospective!customer!before!launching!a!product.! It!also!has!changed!the!traditional!sales!methodology!specially! in!niche!and!retails!products!sales,! in!retails!of!course! the!customer! is!able! to!complete! transaction!and!purchase!on! internet! the!Niche!Segment!like!technologies!is!an!interesting!area!for!Sales!and!Marketing!professional!as!their!target!customer!visit!SM!sites!to!gather!information!and!this!is!good!opportunity!to!engage!with!customers!

It!is!important!for!marketer!to!go!to!sites!where!their!customers!go,!track!them!and!based!on!their!behaviors!pattern! come!up!with! latest! content!and!choose!appropriate!platform,!also! it! is!equally!important! to! have! right! and! latest! content! on! the! SM! to! have! credible! and! Prompt! response! to!comment!and!enquiry!on!SM.!

Website!traffic!

monitoring.!

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Appendix'B:'Semi'Structured'Interview'Questions:'Interviews!were!conducted!with!5!persons!

Age!group!categories:!20!–!30;!30]40!and!over!40!

All!age!group)categories!preferred!Facebook!as!their!SM!mode!of!communication.!

100!%!of!20!–!40!age!group!used!SM!to!make!decisions!while!the!over!40!year!old!did!not!

100%!of!20!–!40!used!PPT!as!the!preferred!choice!of!message;!whilst!50%!over!40!used!PPT!and!other!did!not!choose!any!from!the!items!indicated.!

All!age!group!categories!conducted!businesses!on!the!internet,!however!50!%!each!for!frequently!and!seldom!

All!age!groups!indicated!that!they!have!never!been!a!victim!of!cyber!crime!

Across!all!age!groups!60%!learnt!of!security!products!through!other!means!and!40%!through!SM!

All!age!group!feels!SM!is!highly!influential!on!cyber!security!awareness.!

Bibliography'Amalesh,!S.!(2011).!Business!Strategy!Series.!TakeToff'online'mrketing:'casting'the'next'generation'

strategies,!202]208.!

Baines,!P.,!Fill,!C.,!&!Page,!K.!(2008).!Marketing.!Oxford!University!Press.!

Barry,!J.!(2015,!02).!Social'Content'Marketing'for'Enterpreneurs.!Business!Expert!Press.!

Chaffey,!D.!(2015,!February!10).!SOSTAC'marketing'planning'model'Guide.!Retrieved!from!Samt!Insight:!http://www.smartinsights.com/digital]marketing]strategy/sostac]model/!

Davis,!R.!R.!(2015).!Social'Media'Branding'for'Small'BusinessT'The'5TSource'Model.!Business!Expert!Press.!

Fahy.!(2012).!Foundation'of'Marketing!(4!ed.).!New!Delhi:!Tata!McGraw]Hill.!

Fernando,!A.!(2007).!Social!Media!change!the!rules.!Communication'World,'24(1),!9]10.!

Hanson,!W.,!&!Kalyanan,!K.!(2007).!Internet'Marketing'&'eTCommerce.!Delhi:!Cengage!Learning.!

Hemley,!D.!(2013).!Social'Media'Content'Strategy.!Retrieved!from!Socia!Media!Examiner:!http://www.socialmediaexaminer.com/26]tips]to]create]a]strong]social]media]content]strategy/!

Kaushik,!S.!(2013).!An'Assessement'Framework'for'Strategic'Digital'Marketing'Effectiveness.!!

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!Kelly,!N.!(2010,!June!15).!4!Ways!to!measure!Social!media!and!its!Impact!on!your!brand.!Social'Media'

Examiner.!

Kimmel,!A.!J.,!&!Kitchen,!P.!J.!(2013).!Wom!and!social!media:!Presaging!future!direction!for!research!and!practice.!Journal'of'Marketing'Communications,!1]16.!

Mahajan,!C.!A.!(2014,!November!3).!Facebook'Inc.'(FB)'Alone'Generates'20%'Of'Total'Social'Referral'Traffic'To'Websites.!Retrieved!from!Daze!info:!http://dazeinfo.com/2014/11/03/facebook]inc]fb]youtube]twitter]pinterest]linkedin]social]media]traffic/!

Oladele,!J.!K.!(2011).!Integrated!Marketing!Communication:!A!Catalyst!for!the!Growth!of!E]Business!Mangement'.!The'Social'Science,'6,!64]73.!

Wong,!D.!(2015).!In'Q4,'Social'Media'Drove'31.24%'of'Overall'Traffic'to'Sites'[REPORT].!Shareaholic!Reports.!

http://www.ictpulse.com2012/08/cyber]crime]caribbean!ICT!Pulse!(2012).!!Cyber!Crime:!What!can!we!do!About!it?!Retrieved!7th!May,!2015!from!Internet!World!Stats!(2014).!Retrieved!5th!May,!2015!from!http://www.internetworldstats.com!

Jewkes,!Y.!&!Yar,!M.!(2010).!!Handbook!of!Internet!Crime.!!William!Publishing.!Retrieved!on!5th!May,!2015!from!https://www.dawsonera.com/abstract/9781843929338!

Jones,!A.!&!Jemmott,!E.!(2009).!!Child!Sexual!Abuse!in!the!Eastern!Caribbean!The!report!of!a!study!carried!out!across!the!Easter!Caribbean!during!the!period!October!2008!to!June!2009.!Perceptions!of,!Attitudes!to,!and!Opinions!on!Child!Sexual!Abuse!in!the!Eastern!Caribbean.!Retrieved!6th!May,!2014!from!http://www.unicef.org/infobycountry/files/Child_Sexual_Abuse_in_the_Eastern_Caribbean_Final_9_Nov.pdf!!Digital!agenda!for!Europe:!a!europe!2020!initiative,!cybersecurity,!retrieved!from!https://ec.europa.eu/digital]agenda/en/cybersecurity!on!13/05/2015!

Digital!agenda!for!Europe:!A!Europe!2020!Initiative,!Digital'Agenda'Scoreboard'2011:'Pillar'3'Security'Concerns,!retrieved!from!https://ec.europa.eu/digital]agenda/sites/digital]agenda/files/security.pdf!on!13/05/2015!

!!

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!

Education

Search and social media marketing - Integrated marketing communication