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Marketing and Social Media Campaign
- Prachi Shastri, K.J. Somaiya Institute of
Management Studies and Research
Product chosen
Pitching Ideas to Brands on Social
Media
Facebook Campaign Print ad promotion on Website and
Facebook page Notifications(Facebook advert) about
product modification, reach customers faster and are also very low priced compared to TVCs
Happiness page can be created (ex. Happiness is sharing chocolate with your sibling and spreading love)
Facebook and Twitter Campaign
Uploading TVCs on YouTube and sharing them on Facebook and Twitter pages as these websites have huge amount of members
Creative ways in which chocolate can be eaten can be easily showcased (eg. Cheesecake, milk shake etc.)
Special discounts on Children’s day, Valentine’s day etc. can be put to customer’s notice very soon
Customer engagement can be increased by putting up puzzles, games, quizzes on these pages
Twitter Campaign
Request customers to tweet their feedback about the chocolate on company’s official Twitter page and put the Twitter page address on the back of product’s packaging
Scoopwhoop Campaign
Scoopwhoop facts list can be created and shared on Facebook
Examples:1. 10 best ads which stimulate you to
buy chocolate2. 10 reasons why you should buy
chocolates3. 10 health benefits of eating dark
chocolates
How to run Successful Social Media Campaign
Continous bombarding on the minds of customers to form brand recall (ex. 2 interesting posts daily on Facebook, 5 tweets daily on Twitter)
Customers’ positive feedbacks should be highlighted to stimulate sales through new customers or existing non regular customers
A continous message should be depicted through all the media channels
Promotions should be done on company’s official website also
SEO should be done on all the websites where promotions are done
Measure the success of your campaign. If it is not satisfactory make necessary changes by conducting market research, customer satifation surveys etc.
After the completion of campaign, regular follow ups with new customers should be taken
Market Research, Customer Surveys
and Brand Awareness using the Digital Media
Platform
Google forms can be designed in the form of surveys and can be floated on Facebook and Twitter pages
Twitter feedbacks of customers are a very good source for market reaseach
People visiting website should be requested for their mail id and regular feedbacks can be taken from them
Evaluation of Social Media Campaigns
Quantitative metrics- i. data intensive and number orientedii. trick is to pick the key metrics and
not get diverted by the restiii. these metrics include unique visits,
page views, followers, demographics, frequency, bounce rate, length of visit, or any other metric that's specifically data oriented.
Qualitative metrics-i. emotional component metrics (ex. If
75% of the people who comment on your product, mention it as cheap and only 25% call it inexpensive, that is an qualitative metric)
ii. several companies provide in-depth analysis of qualitative metrics online such as Nielson, Adobe Online Marketing Suite etc.
ROI metrics- what percentage of people are
converted from a prospect to a customer on the e-commerce site, or how many people are converted from a prospect to a client on the B2B website, is the measure of the social media campaign on the basis of ROI metrics