WHAT IS SOCIAL MEDIA MARKETING • Engaging with your target audience directly

• Medium is largely unorganized and uncontrolled

• Need a strategy to reach out to right audience and join in with the global conversation that is social media

• The first recognizable social media site, Six Degrees, was created in 1997

• Social media started off as a medium for keeping in touch with friends and relatives around the world; today it has also become a platform for customers, investors and employees to communicate with one another

ROLE OF SOCIAL MEDIA MARKETING

• Interaction with Target Market• Improve Responsiveness• Competition• Effective Marketing• Find Customers• Affordability• Social Environment• Informative• Online Presence• Importance of Getting Social• Communication and Branding

WHY WE NEED SMM?

The Impact of Online Reputation

Cost Efficiency

Driving Traffic through Social Media

Social Search Engine Algorithms

Increasing Sales

Social Media Traditional Media

Two-way conversation One-way conversationOpen system Closed systemTransparent Opaque

One-on-one marketing Mass marketingAbout YOU About ME

Brand and User-generated Content Professional contentAuthentic content Polished content

FREE platform Paid platformMetric: Engagement Metric: Reach/ frequency

Actors: Users/ Influencers Actors/ CelebritiesUnstructured communication Controlled communication

Real time creation Pre-produced/ scheduledBottom-up strategy Top-down strategyInformal language Formal languageActive involvement Passive involvement

CASE STUDY 1

How Narendra Modi went on to become 1st Social media PM of India

CAMPAIGN OVERVIEW

Narendra Modi with his team was quite active on social media since 2009, but as BJP declared him as Prime Ministerial candidate, upsurge use of digital media was seen

Offline & Online Digital Medias were used to reach out to large number of masses

India272.com, namonumber.com was launched

On Facebook page” I support Narendra Modi” had become very popular amid people.

large numbers of people come across with Modi’s rallies and speeches whatsapp number 07820078200 was also launched to boost up the campaign

Advertising Gurus like Sam Balsara, Piyush Pandey and Prasoon Joshi were the ones who created catchy slogans like “Janta Maaf Nahi Karege”, “Ache Din Anne Wale hai”. These catchphrases became viral on social media as well. And “Ab ki Baar Modi Sarkar“had become a tag line of BJP as well

PRESENCE ON VARIOUS SOCIAL MEDIA PLATFORMS

3,149,196 followers

23 Million followers 36 Million Likes

3,67,029 Subscribers

Benefits of Social Media Presence & Campaign

• PM could valve about 12 crore first time voters• United previous voters of the party• Spread out party’s policies amid public• Create faith in populace about the party’s idea of growth• Inspire youth to participate & to make difference

CONCLUSION

#Namo has become a household name or a name for which people wanted to make him win.

“Ab Ki Baar Modi Sarkar” Became National Trend overnight

Team maintained consistency throughout elections whereas competitors of Narendra Modi surrendered amid an election campaigns

CASE STUDY 2

1. Pepsi’s #CrashtheIPL invited users to submit videos on their microsite; the best one got a chance to be aired on television.

2. The initiative called out to budding creatives to shoot a 30 second ad film expressing their love for Pepsi. The winning ad would replace Pepsi’s official advertisement during Pepsi IPL8. Encouraged consumers to be creative.

3. The campaign encouraged consumers to pick up their camera, shout out to their friends and #CrashthePepsiIPL.

4. One had to visit #CrashThePepsiIPL at www.crashthepepsiipl.com to upload the ad.

CASE STUDY 3

OBJECTIVE

• Strengthen Van Heusen’s brand value• Reinforce their brand advantage among young working professionals• Find the most fashionable professionals amongst the Indian LinkedIn

network

PLATFORM

• LinkedIn

EXECUTION

• An exclusive micro-site called “Most Fashionable Professional”• Win gift vouchers worth Rs. 10,000• Members get a one-time gift voucher of Rs. 500 on nomination made

RESULTS

• Being a premium brand, they are in an excellent position to reach out to their audiences even with the minimal posting strategy they follow.

• There was on an average a whopping 28% response received from Delhi and Mumbai (Metropolitan cities)

CASE STUDY 4

LEARNING'S FROM #ANNAHAZARE CAMPAIGN

• Identify Passion

• Ignite & Scale the Passion

• Embrace Mobility

• Website as a Spokesperson

• Keep the Conversation Alive

IDENTIFY PASSION

• First step for any brands social media presence.

• Why consumers should talk about you on social media.

• Give him a good reason not just brand attribute but a cause which he can relate to and engage with

IGNITE & SCALE THE PASSION

• Draw up a plan on how you can ignite and scale the passion.

• Create not just loyal customers but fans.

• Plan to touch point across social media landscape not limiting just to Facebook.

EMBRACE MOBILITY

• We are a mobile audience

• Thinking beyond SMS. Involve other touchpoint like mobile sites apps, outbound dialers

KEEP THE CONVERSATION ALIVE

• Keep seeding conversations and sharing things on your fb Page and twitter page

• Remember in social media “Out of feeds is out of mind”

CASE STUDY 5

Mauka Mauka by Star Sports

SITUATION

• Cricket- the word is more than just a sport. For Indians it is next to Religion

• The prime focus was to achieve as much high viewership across the country for all matches including INDIA during the year

• The world cup 2015 kicked off for India with its arch rival Pakistan

• One Sport – One Channel – All Eyes on India

STRATEGY ADOPTED FOR MAUKA MAUKA BY STAR SPORTS (INDIA VS. PAKISTAN)

• Immense amount of talks, comments, sentiments were flowing with its world cup theme ads

• The power of sentiment-led digital marketing is a clear communication through these ads

• Creating a narrative about India being a defending champion

• First ad released on digital platform YouTube was on 7th February, 2015. Within 12 hours of being online, the ad got more than a million organic views

• It also had twitter campaign simultaneously running with #WontGiveItBack & #MaukaMauka

RESULTS OF THE CAMPAIGN

• 1 Million views in just 12 Hours of being Online

• India vs Pakistan ad crossed 3 million views,

• Shares of the video went up to 24,592

• The subscription driven through was 2,211

• Facebook total likes are at 62,90,674

• Star Sports and YepMe.com joined hands to enhance online shopping during the WC season

• ‘Mauka Mauka’ has been the next most-watched campaign in the first quarter of 2015 on YouTube

LEARNINGS

Testing the campaign on Youtube first, before taking it live on a Television commercial, was a wise move by Star

Ad also proved that, as a platform, You-tube can intensify the reach of a campaign through endemic content

#MaukaMauka campaign boasts its clear dominance over other competing campaigns

CONCLUSIONSThe Reach: Social Media is used by 1.5 Billion users worldwide

Engagement: Social allows brands and user to interact freely and quickly

Branding: With every profile being unique, businesses can give brands a personality on social networks

Mobile: Fast adoption of smartphones boosts social media use

Multiple Social Networks: Most internauts use no more than two social network sites

People-Brand Connect: 1 in 2 consumers occasionally post brand-related content

The Rising stars: Pinterest and Instagram are the rising stars

BY - AMEY KATKAR