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