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Study of Social Media Marketing and Analysis for Business Development

(PGDM No: 12125)

Work carried out at

ODigMa Consultancy Solutions Pvt. Ltd., Mumbai,Maharashtra By Alok Shenoy

Submitted in partial fulfilment of the requirement of Summer Internship Programme

Under the Supervision of Mr. Syed Mamoon Hasan Corporate Marketing Manager, ODigMa Consultancy Solutions Pvt. Ltd. Mumbai

INTRODUCTION
Social Media Industry
Social media includes web-based and mobile based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals. Social media technologies take on many different forms including magazines, Internet forums, weblogs, social blogs, micro blogging, wikis, podcasts, photographs or pictures, video, rating and social bookmarking. Social media network websites include sites like Facebook, Twitter, LinkedIn, Pinterest, Tumbler, Blogs, etc. General social media statistics 2013

On an average in one year, Users spend an average of about 20 minutes per visit on Facebook, Users spend an average of about 23 minutes a day on Twitter, with average tweets being 58 million per day, upload 196 hours of video on YouTube, and send countless emails (http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/,
http://www.statisticbrain.com/twitter-statistics/

Social networking is still the fastest-growing active social media behaviour online, increasing from 36% of global Internet users to 59% managing their profile on a monthly basis by the end of 2011

This is followed by updating a microblog (e.g. Twitter), which increased from 13% to 24%, and uploading video which increased from 21% to 27%. Monthly forum contribution declined significantly from 38% to 32%, while blog-writing stagnated at 27%.

There are now over 2.8 billion social media profiles, representing around half of all internet users worldwide.

4 out of 5 internet users visit social networks and blogs

Figure 1: Social media platforms

Statistics of Social media for business 2013


36% of social media users post brand-related content 2 out of 3 social media users believe Twitter influences purchases 50% of people follow brands in social media 75% of companies now use Twitter as a marketing channel 60% of employees would like help from employers to share relevant content 40% of companies admit to having no training or governance of social media 41% of the class of 2011 used social media in their job search 38% of CEOs label social media a high priority, and 57% of businesses plan to hike their social media spend in 2012

One in three small businesses are now using social media 89% of agencies said they would use Facebook to advertise for their clients in 2012 either by purchasing ads, creating pages, or other methods of engagement

39% of agencies said they would focus on Twitter, 36% YouTube, 21% LinkedIn and 18% Google+

Posts from Facebook pages with 10,000 fans reach 30% to 40% of their fans, posts from pages with 100,000 fans reach 20% to 30% of their fans and posts from pages with 1,000,000 or more fans reach 10% of their fans

Facebook Statistics 2013 Total number of Facebook users: 1.11 billion Daily active Facebook users: 665 million Total number of Facebook pages: 50 million Average number of monthly posts per Facebook page: 36 Total number of Facebook mobile users: 751 million Total number of Facebook apps: 10 million Total number of Facebook friend connections: 150 billion Average number of friends per Facebook user: 141.5 Total number of Facebook likes since launch: 1.13 trillion Average daily Facebook likes: 2.7 billion Total number of location-tagged facebook posts: 17 billion Total number of uploaded Facebook photos: 240 billion Average daily uploaded Facebook photos: 350 million Average time spent per Facebook visit: 20 minutes Average number of page likes per Facebook user: 40 Total 2012 Facebook revenue: $5.09 billion Total number of Facebook pages promoting posts: 500000 Total number of Facebook promoted posts: 2.5 million

Twitter Statistics 2013


Total active twitter users 554,750,000 Number of new twitter users signing up every day 135,000 Number of unique Twitter site visitors every month 190 million tweets Average number of tweets per day 58 million

Number of Twitter search engine queries every day 2.1 billion Per cent of Twitter users who use their phone to tweet 43% Per cent of tweets that come from third party applicants 60% Number of active Twitter users every month 115 million

YouTube Statistics 2013

One hour of video is uploaded to YouTube every second - thats 24 hours of video every 24 seconds, 60 hours a minute, 9 months every 2 hours, a decade every single day and a century every 10 days

YouTube sees four billion video views globally every day

Reference: http://thesocialskinny.com/100-more-social-media-statistics-for-2012/

Social Media Marketing


Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually centre on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns.

Social networking websites allow individuals to interact with one another and build relationships. When products or companies join those sites, people can interact with the product or company. That interaction feels personal to users because of their previous experiences with social networking site interactions.

The Five Pillars of Social Media Marketing

Any and all forms of Social Media Marketing tactics fall under at least one of these five forms of action. Often the same channel will incorporate two or more of these: 1. Declaration of Identity 2. Identity through Association 3. User-initiated Conversation 4. Provider-initiated Conversation 5. In-Person Interaction Declaration of Identity is declaration of clients value, who they are, and where they can be found. Clients customer happens upon their online identity that they, as a provider, define and declare. This is anything from their About Us pages on their blog or website, to their MySpace profile. Here, there is very little interaction outside of their own declaration, but this becomes critical in defining how they can benefit their marketplace. Identity through Association is clients customers opportunity to associate themselves with their customers. Most obviously, this is accomplished through things like becoming Friends on MySpace, clients and their customers BlogRoll, or through their social bookmarking. The most explicit form of allowing for this ability is through social bookmarking sites.

User-initiated Conversation is clients users opportunity to create their own declarations or questions, and their opportunity to respond. This is their opportunity to be there and cater to the users. Here, they serve their customers. Perhaps the most cut-and-dry examples of this lie in message boards, forums and groups sites such as Google Groups, Yahoo! Groups, community sites, etc. Provider-initiated Conversation is clients chance to find out what their customers think, feel, love and hate about their product. As much as its an opportunity for them to tell the client what they love and hate about a product, its also their choice whether to do so or not. In-Person Interaction is the pinnacle form of interaction with customers. This is where relationships are built and authentic conversation is had with so much more input, feedback, collaboration and communication. Ref http://www.marketingpilgrim.com/2006/10/the-five-pillars-of-social-media-marketing.html

SOCIAL MEDIA PLATFORMS:


Fcaebook At Facebook, everything businesses do is to make the world more open and connected. This has a profound impact on the way people communicate and interact. Continually authentic ways for people to connect with one another as well as with the businesses, brands and institutions they care about, both on Facebook and across the web are being developed. Facebook allows marketers to stay connected with people throughout their day whether they are on their computers or mobile devices, at home or at work, watching TV or shopping with friends. This allows businesses to create rich social experiences, build lasting relationships and amplify the most powerful type of marketing word of mouth. Build

The first step is building a businesss presence with a Facebook Page. Pages allow them to create an identity for their business on the social graph - the map of the connections among people and the things they care about. If they have physical store locations, they link their

Page with a Place. They can use Social Plugins, the Graph API and Apps on Facebook to create social experiences involving their products and online properties that are engaging and personalized. Engage

Creating these Facebook touch points allows businesses to start building their fan base and engaging with their customers. Facebook Like Ads are the quickest way to acquire fans. Publishing and engaging in conversations with fans will allow them to deepen relationships and gain valuable insights. Amplify

Every time someone interacts with any business, that action gets published into the News Feed, creating word of mouth. These organic stories are extremely effective at getting others to engage and take action, and can be shared with a much larger number of potential and current customers by using Facebook Ads and Sponsored Stories. Facebook Ads include the names of friends who have already connected to the business. Sponsored Stories enable them to increase the distribution of News Feed stories about the business. Together, these tools give the effectiveness of earned media, at the scale and predictability of paid media. Every campaign run has a lasting impact via the relationships build along the way. This is the new word of mouth and research has shown its twice as effective at driving results. For which kind of business is Facebook relevant? Facebook has over 500 Million active users throughout the world. Facebook is best suited for B2C companies. It can be used either for branding or direct marketing. Essentially businesses try to do the following as a part of marketing activity on facebook: Foster product development and innovation Generate awareness Drive preference and differentiation Increase traffic and sales

Build loyalty and deepen relationships Gain insights

Foster product development and innovation Facebook allows a business to learn about target audience and to understand their interests and preferences. For this reason, Facebook can be used to generate new product ideas and innovations. The platform tools allow building entirely new social product experiences like an online store that displays only ones friends favourite products, or a car in which News Feed can be accessed. Facebook community can also be enlisted to help crowd-source next product idea. 1) Run a creative campaign to solicit input for a new product a. Run a contest or event to gather input on Facebook by building an application to gather submissions b. Have the community vote and provide incentives for participation 2) Drive awareness of and participation in the campaign by promoting it across other marketing channels a. Run a Facebook Ads campaign that includes Sponsored Stories for App Used b. Promote the campaign in other marketing channels such as TV, email, print or on website 3) Identify and refine the target audience with Campaign Reporting and Page Insights a. Optimize the Facebook campaigns by testing which audiences are more responsive to different creative b. Use this information to direct future marketing efforts 4) Be present and active on Facebook Page throughout the product development cycle a. Use publishing and Facebook Questions to get feedback, iterate and generate future product and marketing ideas

Generate awareness Once Facebook Page has been created, it allows the brand to shine; it is time to generate awareness of the Page, latest product, or current marketing effort. To do this, leverage Facebooks tremendous reach and targeting capabilities with Facebook Ads and Sponsored Stories. These products offer the benefits of earned media at the scale and predictability of paid media. Thats because they are shown with stories about friends who have already engaged with business on Facebook. This is the new word of mouth and its twice as effective at driving awareness. Create ads campaign that encourages people to take an action that will be seen by their friends and this helps spread virality. Ads in this case must be attractive. On the companys website some of the facebook features such as Like bu tton or comment box can be integrated. Interesting content should be posted to drive users attention.

Drive preference and differentiation Facebook is a great place to build preference and differentiation for a brand over its competitors. On Facebook, people discover a brand through trusted referrals from their friends. Then they can drive preference by interacting with and rewarding the fans. Brands should think of Facebook Page as a key touch point that they can leverage to bring their brand to life for the customers in real time Facebook page can be used effectively to understand what a user thinks of a particular brand. Questions or polls can be used to survey them. Increase traffic and sales Facebook turns purchasing into a social decision by enabling people to show what they like and have purchased, both online and in the physical world.

On Facebook, viral promotional events publicize offers or deals can be created. Every time someone RSVPs, clicks, or checks-in, that action gets shared with all of their friends. This combination of word of mouth and ability to deepen engagement with customers at the point of purchase (either on your website or in store) is incredibly powerful at driving traffic and sales Build loyalty and deepen relationships Facebook is fundamentally about relationships. The people who like a companys Page are saying that they want a relationship with them. This connection allows them to build and deepen relationships with their most loyal customers and allows them to spread the word about their brand to their friends. Because of the information people share about themselves on Facebook, they can create highly custom and personalized experiences to drive engagement and loyalty over time.

Gain insights Facebook allows brands to learn about customers both by observing their actions and by engaging with them directly. It is a great place to learn who their customers are and what they think about them. Facebook makes it easy to incorporate customers into product development cycle and marketing campaigns and iterate quickly. All of this can be done in real-time, globally. When used actively, these insights can help improve business by helping a brand stay aligned with the people they serve. LinkedIn Network Preview LinkedIn is the only global social platform delivering marketing solutions in a business context. Every 3 out of 4 members use LinkedIn for everything that is to do with B2B marketing. Quality Audiences The quality audience on LinkedIn is unrivaled, with a higher composition of affluent, educated, business decision-makers than the leading business and social media platforms. Business Context LinkedIns business context contributes to members being 2x more confident in the information found on LinkedIn than on other social platforms, including Facebook and Twitter. This means that their investment goes further on LinkedIn. Members have more trust in the messages and more trust when their peers recommend your products. Impactful Solutions Social media marketing on LinkedIn drives member engagement, earned media and media efficiencies. While advertising campaigns end, the conversations and relationships grow on LinkedIn. Products and services: Company Pages allows a brand to bring their business to life on the LinkedIn platform. It's the centralized location where millions of LinkedIn members can stay in the loop on a companys news, products & services, business opportunities, and job openings.

Here they can: Tell their company's story Highlight their products and services Showcase employment brand and career opportunities Drive word of mouth at scale

Company Pages consists of the following: Company Status Updates: Engage and message followers and potential customers. Overview Tab: Introducing company to professionals. Products and Services Tab: showcase of recommendations. Analytics Tab: Learn about followers. Easily post status updates, stay top of mind with followers, build up product/service recommendations, and promote career opportunities. Status updates allow engaging directly with existing customers and

prospects. Spread the word about company news or offers, start a conversation around a hot topic in the industry, or share an interesting article or video. Customer recommendations provide an authentic endorsement of products and services, making it easy for prospective customers to feel confident about doing business. Career opportunities can be showcased, along with spotlighted employees and a view into company's culture. Use analytics to find out whos visiting the page, whos attracted to the company, and what visitors and followers are interested in learning about. Use these insights to hone messages, drive more traffic to the page, and create new leads & customers. LinkedIn ads

LinkedIn Ads is a self-service advertising solution that allows businesses to create and place text ads on prominent pages on LinkedIn. People click on the ads and visit the website.

Target ads by job title, job function, industry, geography, age, gender, company size, company name or LinkedIn Group

YouTube Apart from hosting videos for entertainment, YouTube is used for enhancing businesses across various sectors. Expertise and Thought Leadership Businesses create short videos of valuable tips of interest to their clients and prospects to show off their expertise. Turn podcasts into videos, to expand their reach. Engage with the YouTube community by leaving comments and uploading video responses to videos on topics related to their business or industry. Record important meetings to share with their employees, shareholders and others, as appropriate.

Marketing and Advertising Businesses set up a channel to reflect their brand and engage with others. Post customer video testimonials to add to their credibility. Put together a creative video explaining their product or service. Show their product in action: fast, creative and catchy. Show the results of a customer using the companys services.

Take viewers on a tour of their offices and city to help them feel connected with the company.

Post links to their videos on various social networks.

Customer Service Businesses create how to videos to help their customers use their product or service. Post solutions to common product or service problems. Answer customer-specific questions using videos. Embed videos on their web site on appropriate pages, including customer support and product tours. Post a blog entry discussing a problem and include a video for visual support.

Twitter Twitter is a real-time information network that connects oneself to the latest stories, ideas, opinions and news. There are small bursts of information called Tweets. Each

Tweet is 140 characters long. Twitter connects businesses to customers in real timeand businesses use Twitter to quickly share information with people interested in their products and services, gather realtime market intelligence and feedback, and build relationships with customers, partners and influencers. From brand lift to CRM to direct sales, Twitter offers businesses an easy way to reach an engaged audience. Pinterest

Pinterest is a pinboard-style photo-sharing website that allows users to create and manage theme-based image collections such as events, interests, and hobbies. Users can browse other pinboards for images, 're-pin' images to their own pinboards, or 'like' photos. Pinterest users can upload, save, sort and manage images, known as pins, and other media content (e.g. videos) through collections known as pinboards. Pinboards are generally themed so that pins can easily be organized, categorized and discovered by other users. Pinterest acts as a personalized media platform: your own content as well as anyone else's uploaded pins can be browsed on the main page.Users can then save their favourite pins to one of their own boards using the "Pin It" button. Content can also be found outside of Pinterest and similarly uploaded to a board Blogs A blog is a discussion or informational site published on the World Wide Web and consisting of discrete entries ("posts") typically displayed in reverse chronological order (the most recent post appears first). Until 2009 blogs were usually the work of a single individual, occasionally of a small group, and often covered a single subject. More recently "multiauthor blogs" (MABs) have developed, with posts written by large numbers of authors and professionally edited. MABs from newspapers other media outlets, universities, think tanks, interest groups and similar institutions account for an increasing quantity of blog traffic. The rise of Twitter and other micro blogging systems helps integrate MABs and single-author blogs into societal newstreams. Blog can also be used as a verb, meaning to maintain or add content to a blog.

ABOUT ODigMa
ODigMa Consultancy Solutions Pvt. Ltd. is a specialist digital marketing agency that markets products and services on all leading social media marketing platforms like Facebook, LinkedIn, Twitter, YouTube and Pinterest. They are positioned as the Facebook Marketing Experts. ODigMa stands for Online Digital Marketing Consultancy Pvt Ltd. and provides services in social media marketing

ODigMa was founded on May 10th, 2010 and has offices in Bangalore, Mumbai and Gurgaon.

ODigMa works on adding value to the online media initiatives of companies. It helps them reach out to a greater consumer base and helps in reviving and revamping brand image, refreshing brand recall and realizing sales through direct marketing.

ODigMa is a specialized provider of following services: Facebook Brand building suite Twitter Strategy planning and implementation Pinterst Strategy planning and implementation Youtube Channel management LinkedIn mailer management Social Media platform Connect Strategy on Social Media Applications SEO ( Search Engine Optimization ) Google Adwords PPC (Pay Per Click) SCRM ( Social Customer Relationship Management)

Philosophy
ODigMa believes in "Performance based Social Media". If one cannot measure, then it is not a deliverable. They love to work with clients who are Data savvy and appreciate the value of ROI based marketing. They have worked with multiple brands on social media and currently have 4 out of Top 30 brands in Facebook India. They work on numbers like Facebook fans, engagements (interactions, active users, % feedback, impressions etc), site visits, goal conversions etc. ODigMa says: We love Social Media Anyone who still thinks that machines are not ruling humans, is probably right. It is because of the human touch that social media has brought back to us. This is where we come in. We deliver the Human Touch. We make it easier for you to engage on Social Media. We help you build Brands on social media. We fulfil your dreams of going global. If there is anything on social media, then we do it. We are Social Media Marketers who will ensure that your Brand gets maximum awareness for the money and effort you put in.

ODigMas Offerings
ODigMas offerings include: 1. Facebook Marketing: FB fan management, FB ads management, FB applications, fan engagement. 2. LinkedIn: Ads, campaigns, community management. 3. Twitter and Social CRM 4. Social Media Commercials(SMCs) 5. Google adwords and SEO 6. Web Analytics 7. Youtube Channel Management 8. Pinterest Page Management 9. Blogs

Facebook Marketing
ODigMas strength lies in Facebook Marketing. Facebook can be used for B2C marketing. Under facebook marketing, ODigMa does the following: Page Management: o ODigMa creates a page for their client or manages if they have already have one. o Page engagement is done by making some fixed number of posts per day. Posts can be polls, trivia etc. Applications: o ODigMa builds applications for their client. These are available on their facebook page o Apps can be as simple as registration forms redirecting the user to website or can be as complex as a game with rich graphics. Ads management: o ODigMa creates ads for clients. These ads are targeted towards right audience based on interest or demographics. o Ads redirect the user elsewhere (Campaign or website or page) on a click.

LinkedIn
LinkedIn marketing is another service that ODigMa offers to the clients. Marketing on LinkedIn is mostly for B2B companies. The users on this platform are more professional as compared to facebook which is mainly for social purpose. Groups can be formed on LinkedIn and users can subscribe to these groups based on interest. For example, for someone who is interested in online marketing, he can join groups related to the same. Discussion threads can be formed by the users. So it gives a picture of a forum. For any B2B business to market itself, LinkedIn is the best platform. For example, suppose a manufacturing company wants to look for its prospective clients, then going on facebook is almost pointless for them. LinkedIn is a very effective platform in this case. Company Pages: ODigMa starts of for its client by creating a company page. On this page, the client can share details about their products and services and more. LinkedIn Ads: ODigMa makes ads for its clients. These ads are targeted at people or groups based on interests, designation, job title, job function, gender etc. So they make sure that the ads are targeted to the right audience. On clicking these ads, users are redirected to nother page, be it their website, or company page etc. Click to lead ratio on LinkedIn is quite difficult to achieve since the audience is very particular about what they click and do on LinkedIn unlike Facebook which is more to do with personal connect. Insights: Insights on LinkedIn is something like Facebook insights wherein one can gain insights across clients activities on LinkedIn, including campaign audience and performance, Company Page visitors and followers, and Groups and Polls. Hence this gives a clear picture of activities and traffic on the company page.

Twitter and Social CRM


Twitter is an open forum, wherein users update anything and everything on their page. Anyone can follow anyone on twitter. Twitter is an online social networking

service and microblogging service that enables its users to send and read text-based posts of up to 140characters, known as "tweets". ODigMa handles twitter pages for its clients as follows: ODigMa does reputation management for its clients on twitter. This is something like Social CRM but only on twitter. Whenever anyone posts a negative tweet about the company/brand/product/service, ODigMa uses a particular tool to find them and respond accordingly. This is very important for any business in order to maintain its brand image. ODigMa has worked with many clients in order to increase their brand awareness by conducting campaigns. The campaigns are held on the company pages and the virality has been increased by using other social media platforms as well. ODigMa has also provided customized solutions based on particular positioning for some of its clients. This helps the client maintain a uniform positioning across all the marketing channels, be it traditional ones or social media.

Social CRM
Social Customer Relationship Management What is SCRM? A leading authority in this space is Paul Greenberg who authored "CRM at the Speed of Light". He defines SCRM as: designed to engage the customer in a collaborative conversation in order to provide a mutually beneficial value in a trusted and transparent business environment. Its the company response to the customers owning of the relationship.

How is SCRM different from regular CRM?

Evolution of CRM to SCRM

How does it work?

SCRM Process

What are the business benefits of SCRM? 1. Create positive word of mouth that has the potential to spread virally helping in brand promotion. 2. More Sales: People often make buying decisions based on recommendations of family and friend. Therefore, if one is engaged with people and is having conversations with them one to one, they reward him/her with positive recommendations which can lead to a sale. 3. Lead Generation: People are looking online for information, services, product information, and recommendations. And while they search people tend to tweet, blog about it, leave comments, ask for referrals. From a sales perspective its a perfect opportunity to engage such prospects and offer your services.

4. Crisis Management: Every business gets in a crisis be it a share market crash, public protests or any other PR crisis. In such a scenario, through SCRM the brand can identify what are the hot spots (influencers, blogs, forums) of conversations that are dissemination negative information. A speedy response allaying fears and engaging such users can stop the spread of negative word of mouth. 5. Complaint Management: SCRM helps the brand identify and track the issues with its product and services as people start to have online conversations about it. With SCRM one can engage their offering with solutions. 6. Promotions: SCRM helps in promoting new products and services as one may already have a vibrant and active community. They can early identify issues with their products based on the recommendation and rectify it.

Client Deliverables:

1. Stakeholder Mapping: Find relevant communities online and segregate them based on their importance as per brands objectives. 2. Conversation Audit: Establish pain points about what the community is talking about with regard to the brand and how it affects the brand value. 3. Sentiment Analysis: Establish the online sentiment analysis to gauge the brand sentiment; add insights to the content strategy. 4. Engagement Strategy SCRM: Establish SCRM engagement strategy escalation points; individuals role defined. 5. Crisis Management: Scan through hundreds of brand specific conversations daily to gauge any spike in negative sentiment and issue alerts + provide immediate engagement as a remedial action. 6. Complaint Management: Daily monitoring conversations across communities to find complaints from unhappy customers and offer resolutions. 7. Lead Generation: Provide leads from prospects who are interested in engaging with the brand either to buy the product or seek more information. with SLA and

8. Competitor Insights: Provide reports on competitor activity in the online spheresentiment, any spike in activity, monitoring their online campaigns. Social Media Commercials

Social Media Commercials is a new offering which most advertising agencies have in their list these days. These are similar in content, context and execution to their television counterparts but a lot shorter (20-30 seconds) and are targeted at the social media savvy community. These are played on the social media platforms and have the inherent attribute of becoming viral. The platform typically chosen is YouTube. But when an ad is popular, by word of mouth by the sharing and liking on Facebook, it reaches new heights in the popularity charts. Since the content is the same, the same amount of effort goes into making an SMC. Google Adwords and SEO Google Adwords is the system to assist you in marketing your products or services in the Google Search Engine via the use of placed text ads. ODigMa helps to optimize a companys Adwords PPC (Pay per Click) campaign to get them maximum conversions.

Google SEO

Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search engine marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. This gives a website web presence. As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. YouTube While on YouTube, People see ads appear inside and alongside the videos they watch. It's YouTubes goal to make these ads as relevant as possible for the people. While YouTube often shows ads based on the topic of the video a person is viewing, ODigMa uses technology that shows some ads based on interest categories that people might find useful. As people watch videos, or take actions (such as uploading) YouTube stores an advertising cookie in their browser to understand the types of videos they watch. Based on this information, YouTube associates their browser with relevant interest categories and uses these categories to show interest-based ads on videos they watch. For example, if they watch many sports-related videos, YouTube may associate a sports interest category with their cookie and show more sports-related ads to them. The same category would also appear in their list of interest categories that they can edit using the Ad Preferences Manager. Using the Ads Preferences Manager, they can edit the list of interest categories that YouTube has associated with their advertising cookie. YouTube will not associate sensitive interest categories with their advertising cookie (such as those based on race, religion,

sexual orientation, health, or sensitive financial categories) and will not use these categories when showing them interest-based ads.

Teams at ODigMa

Business Development Team: This team is involved with identifying new business opportunities- Whether it meant exploring new markets, new partnerships with other businesses, new ways to reach existing markets, or new product or service offerings to better meet the needs of existing markets. They are concerned with the generation of sales leads, negotiating and closing deals. Ads team: This team is involved with creating ads for different clients according to their requirements on Facebook and google. Facebook Ads is one of the prime offerings under Facebook page management of ODigMa. Application Team: This team is involved in developing and creating Facebook applications for different clients. Facebook applications involve high level of user interaction. This team is concerned with making such applications for different Facebook pages, which are very interactive and will also ensure high prospect to customer conversion possibility. Accounts Team: This team is concerned with the financial management of the company. They are involved in maintaining accounts and also they give advice to the CEO regarding the budget allocation for a project. Creative Team: This team works towards making creatives for different products the company offers like Facebook cover page of a client, Facebook ads, Facebook applications and so on. Creatives is

about how a cover page, an ad or an application will look on the Facebook Page. It is majorly concerned with designing. SCRM Team: This team performs the following functions- Recommendation of a product, Lead Generation, Crisis Management, Complaint Management and Promotions. They are involved with the management of customer relations. Engagement Team: This team works to get customers to engage with the brand/company online. Their major functions are Identifying the Facebook page demographics, Identifying the ad used to target fans, Find engaging content and pictures that can go viral, Bring the brand identity in all posts, Preparation of an event calendar with festivals/celebrations to capture the fan Sentiments.

Achievements Of Odigma
Facebook Global case study which is the highest voted from India o One of the 10 entries selected from India o Highest voted entry from India o Over 1,500 participants and 35,000 new Facebook fans in one week o Live video coverage of the offline event on Facebook o Coverage in local newspapers, due to the popularity of the event o Generated hundreds of leads of people interested in purchasing the car Worked with more than 150 brands on social media Among top 5 social media companies in India in revenue terms Generated over 10 million fans Facebook, 25 m clicks Advit Sahdev, C.E.O. is author of 4 highly acclaimed books on Social Media

The process of BD

The BD process followed at ODigMa has 4 steps. The following flow diagram briefly describes the steps

Make iterations (opening line, closing line, the first 30 seconds of the call etc)

This is the research stage, wherein we tried to capture the various approaches that can be taken to proceed with the client over the phone
Research on client's business

It is very important to go through the clients business, their presence on social media, how well they are doing and also think of some suggestions for them First call we make is an imporatant one because it can make or break the deal. It is ver important to be crisp and clar with the client and tell him what exactly we have in store for him. Followups are very important once the client has shown interest. With every followup we must have something new for them.

Choosing the best approach to make the first call to the client.

Keeping the client involved by making follow up calls.

Process of Business Development

Iterations ODigMa intended to conduct a research on business development. The research was intended to capture what worked best when approaching a prospective client. To facilitate this research, a database of different methods of approaching a client was formed. Factors as small as opening line and concluding line were captured along with other information. Each method was consciously tried and the response of the client was captured. Before the calls were made, iterations were made for opening lines, the way the information is to be presented to the client and concluding lines. Each iteration was used in dummy calls and improvements were made according to the suggestions of the team.

Research on Clients Business Before calling a prospective client, knowing about his business is very important to be able to convince the client to take our offerings. A proper research should be carried out before contacting a client. Knowing more about the business helps one to connect on a personal level with the client. As ODigMa offers social media marketing solutions, a deeper research should be carried on for the presence of a company on the social media platforms. A proper analysis of its returns from social media marketing and how ODigMa could help to increase these returns will help to impress the client. The same kind of solution does not work for all the companies so a proper analysis with a customised approach and solution helps to different a company from others. Along with the research on the company, if research on the profile of the person we are approaching is done, it becomes even easier and beneficial. There are various social network platforms on which the people are present. The research can be carried out with the help of these platforms.

First Call to the Client The first call to a prospective client is of prime importance as it the first impression of the company on the client. The first call determines if the prospective client will work with the company in future. But, once the client has shown initial interest, the consecutive actions are much more important than the first call. Keeping the client interested is a tough as well as important task. One mistake on the part of the company can result in losing the prospective client. The client has to be given more information about the company each time and something interesting has to be shown to the client each time to build his trust in the company. As ODigMa is a social media company, more and more examples of creative solutions have to be given to the client. Before a client actually enters into an agreement with the company, it is a long process. It takes an average of two months get a contract depending on the interest level of the client. During this interval of first call to the final conversion, calls at regular intervals have to be made to the client with right input and information in each call.

Research on keeping clients involved after the client has shown interest After about a month and a half experience in business development, a research was conducted on what helps to keep the clients involved after the prospect has shown some interest. The points that were gathered in this research are as follows: Competitive research: an in-depth research about the competitors of a company and the strategies they are using for maximum returns. ROI- how social media marketing efforts can be converted to end leads (consumer/customers) Giving examples of a existing client with similar business model Extensive research about the company and possible solution that can generate specific number of response from the target audience Utilize and build upon an existing campaign of a company/brand into online campaign to gain more visibility and popularity from the campaign(eg: the Pepsi campaign to popularize football can be taken on social media platforms) Performance based approach and its benefits to the company in terms of cost and measurable outcome if the company associates with ODigMa Numbers generated by international clients through a social media channel and yet not tried out by any company in India Creating campaigns around events that the company has been associated with (eg. Association with IPL, Diwali and other festivals) SCRM (Complaints management)

The specific things done as an intern at ODigMa


Learnt how to pitch business to clients Established contacts with clients and gave a head start to further meetings Contributed with creative ideas for clients such as Welspun Spaces Home and Beyond brand, Lino Perros, Essars The Mobilestore and Nilkamals At-Home brand. The ideas were included for engagement posts and Social Media Commercials. Contributed towards social media applications which are in the process of being implemented In talks with Moser Baer, Vijay Sales and At home which is a business add to ODigMa in terms of them becoming our prospective clients Created and executed a season launch campaign on facebook, twitter, pinterest, and blogs for Spaces a Welspun brand. Created proposals for prospective clients Studied and understood the social media strategies of many successful companies Also learnt how to create social media strategies for prospective clients Worked towards improvising the brand image of ODigMa and others clients as well Recreated the company profile for different kinds of clients for ODigMa. Worked on the search engine optimisation for The MobileStore. Wrote content for applications to be displayed on the ODigMa page. Researched on the data points to keep a client interested. Consolidated landmark case studies and studied them in detail. Suggested imorovements to company website Created a social media best practices document (in appendix)

Appendix

Best Practices in Social Media Made for ODigMa- (for Reference


only)

SEO (Use Google Chrome for ease of use)


Homepage URL - Check if the URL is just the www.____.com or if it is www.____.com/xyz/abc.html If the /xyz/abc.html exists then flag. Next open www.woorank.com/en/www/_____.com (note the URL format- do not write www.____.com it will return an error and do not goto woorank.com it will restrict the number of uses of their interface to once- it is a trial-ware) Next open http://www.alexa.com/siteinfo/_____.com (again no www.) or install Alexa Web
ranking tool from Chrome Webstore

Next open http://www.similarweb.com/website/_________.com (again no www.)


http://www.ongsono.com/keyword_density.htm

1. 2. 3. 4. 5. 6. 7. 8. 9.

From these sites obtain the following


India Traffic rank Category Rank Google Page Rank from http://smallseotools.com/google-pagerank-checker/ Avg. Page Views ~ (specify this is an approximate) Bounce Rate ~(specify this is an approximate) Direct traffic attributes for ____ traffic Search traffic attributes for _____ traffic Blog Sitemap

10. Use http://validator.w3.org/ and take screenshot for checking if HTML CSS is valid. 11. View source of the home page and of one random product page. Press Ctrl+F to search for h1 h2 h3 alt title meta buy(on home page source) (product name complete on product page source). Specify the count of the following for them o H1 tags o H2 tags o H3 tags

o o o o -

Alt tags Title tags Meta tags Keyword Density

If Metas are fewer than titles suggest descriptions necessary If Titles are more than Alt tags then suggest Alt Tagging as necessary.

12. Generate a backlink count using http://smallseotools.com/backlink-checker/ (it is an approximate count generator.

Reasoning: 1. Metas help the search engine to read a description of the title meaning they get information to display

This is the importance of meta tags 2. Title Tag is what shows on the title bar of internet explorer when one opens the webpage. (The line in blue beside the minimize maximise and close options is the title bar) 3. Alt Tags are a way to add more keywords on one page in white hat SEO. In the absence of an image the alt text gets displayed. This comes in use when the net connection is slow or if you have offline pages. 4. Images should be named with hyphens eg. Samsung-galaxy-grand-duos-990x330x43.gif 5. URLs should be hyphenated eg. www._____.com/xyz-abc-ghm#variantid445239.asp Google does not read beyond the first # so there is no issue with the URL if the hash is placed after the product name in the URL 6. Google Page rank signifies how easy it is for the search engine to check the site and cache it. Caching is a process in which Google stores the data on every site on the Web.

Websites with E-commerce and pricing it is possible to display prices on Google with the help of Rich Snippets.

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=146750 this link has the necessary know how.

Search engine Optimisation is priced based on the effort required. There is no specific metric for the pricing.

Facebook
On Facebook, at ODigMa we manage Facebook Pages, we manage Facebook Ads and make Facebook Apps What is Facebook? It is a networking tool used to share ones ideas with others and to exercise ones opinions about others ideas. One can like/comment on others ideas. What does Facebook mean to Businesses? Businesses can generate prospects by using Facebook Pages. People who like a Business page get all the updates posted on that page automatically and thus can be kept up to date with promotions and new releases. For a Facebook Page, if you have a smartphone and you manage the page then install the app (available for iOS and Google). This helps carry analytics with you whenever you visit a client. It prevents the blank look when the client asks for details.

Facebook Pages are different from Profiles. How? Facebook Profile

Facebook Pages
o o o

People Like a Page o People add you as a friend Can promote and sponsor posts and o Can promote posts only It is illegal for businesses to hold a profile o Legal but managing for a celebrity is tedious o Cannot invite friends and no status o More about networking than about updates marketing

http://www.facebook.com/help.php?page=175 is the page that links with basic FAQs if you wish to endeavour into the depths of Facebook. Before you intend on experimenting with Facebook- If you have an account use it for experiments keeping the company name out of your experiments. If you do not have one- get on it. Facebook Page management has an interface that needs to hands on. Below are screenshots as of 22/05/13. The interface gets updated frequently. The basics remain the same.

The Likes you see above are organic. This would mean without Ad Support. In the first image Facebook is suggesting Promotion budget per day.

Below is the Excel sheet exported from Facebook for a one week span. Click on the table to see all sheets.
Description Date 4-26-13 4-27-13 4-28-13 4-29-13 4-30-13 5-1-13 5-2-13 5-3-13 fan mention 17393 17885 17784 16923 16052 15656 15459 14722 620 695 707 708 713 758 786 759 other page post question user post 226 209 208 205 194 196 196 164 1435 1434 1439 1564 1615 1634 1727 1636 47 28 26 25 16 15 15 14 38 38 38 38 39 39 40 33 28 Days Total 4-25-13 number 16285 of people who 614 saw a 225 story about 1408 your Page 47 by story 38 type. (Unique Users)

Promotions:

The URL of the website you want to direct the user to is entered. You describe what the title ought to be in Headlines. Text speaks of the promotion. You can upload the image you wish to display.

You can enter the link of the brands Facebook Page. Positioning of the ad can b e selected. Pricing of the ad is determined accordingly.

You can be specific in your targeting by adding broad categories and precise interests. An example was when we had to target the Christian Facebook population of India for a pitch to God TV.

It is important that you note the rising Suggested bid as you add more filters.

The pricing model can be per day or for a Lifetime Budget. Specifics have to be mentioned and the Ad can be run. You have all the necessary knowledge of how to make a Facebook Ad.

Facebook posts are covered under the retainer Facebook likes organic come under retainer and are hence not charged for separately Facebook likes when offered as the deliverable it has to be supported with ads. Hence the fee has to be taken in advance and cost per click has to be estimated using the above mentioned process to pitch it right. Ask the superior before finalising on price as we ballpark the amount.

Twitter and Pinterest Twitter is a platform for micro blogging. People Tweet on this platform- a form of messaging that includes adhering to a 150 character limit and still making a punch. Pinterest on the other hand is more of a image and thought show case scheme with its pin boards and pins. Below are screenshots of relevant windows that will come in use while using pinterest.

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