Social Media Marketin

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SOCIAL MEDIA MARKETING

Submitted byTeam Titans

Group members:

Himanshi Singhal

Kushal Kaushik

Amrita Singh

Shobhit Bharti


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CONTENT

A. IntroductionB. Social mediaC. Social media marketingD. Criteria for successful advertisementE. Benefits

F.

Types Of social media

G. Tool of social media marketingH. Strategy of social media marketingI. Social network marketingJ. Process and implementationK. Case study --pepsico

Bibliography


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A. INTRODUCTION

Social media is new. Social Media is now the trend. And for businesses it represents a marketing opportunity

that transcends the traditional middleman and connects companies directly with customers. This is why nearly

every business on the planetfrom giants like Starbucks and IBM to the local ice cream shopare exploringsocial media marketing initiatives.

Social media marketing is marketing using online communities, social networks, blog marketing and more. It's

the latest "buzz" in marketing. India is probably among the first proponents of social media marketing.

These days, the organizational cause has replaced the social cause as companies seek to engage with their

audience via the online platforms.

B. SOCIAL MEDIA

The term Social media refers to the use of web-based and mobile technologies to turn communication into an

interactive dialogue. Social media is media for social interaction as a superset beyond social communication.

Enabled by ubiquitously accessible and scalable communication techniques, social media has substantially

changed the way organizations, communities, and individuals communicate.

Social media describes websites that allow users to share content, media, etc. Common examples are the popularsocial networking sites like Friendster, Facebook, MySpace, etc. Social media also includes YouTube,Photobucket, Flickr, and other sites aimed at photo and video sharing. News aggregation and online referencesources, examples of which are Digg and Wikipedia, are also counted in the social media bucket. Micro-blogging sites such as twitter can also be included as social media.

With the help of social media it is easy to share your ideas, photos, videos, likes and dislikes, with the world atlarge - and find out what they think of them. You can find friends, business contacts and become part of acommunity or a bunch of different communities. Social media gives you what TV never could - a chance to beengaged and engage others.

Social media enables companies to:

Share their expertise and knowledge.

Tap into the wisdom of their consumers.

Enables customers helping customers.

Engages prospects through customer evangelism.

Because of this, social media is of particular interest to businesses. Currently, businesses of all sizes areexperimenting with social media marketing, grappling with the question of how to get in on what appears to bean especially viral way to get their message (and their products) out there.

C. SOCIAL MEDIA MARKETING

Social Media Marketing is the process of marketing a business or website by interacting with existing or

potential customers through popular social networking websites and online communities. The intention is to

drive large amounts of traffic and exposure to the target site.

Social Media Marketing can be defined as an engagement with online communities to generate exposure,opportunity and sales. Its the online conversation among customers, investors, employees, fans and critics.
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The power is shifting from corporations to individuals and communities, this creates an interactive, dynamic

environment where individuals, consumers and businesses can collaborate and communicate in new and simpler

ways.

The Social Media enables a number of things:

i. informingii. persuading

iii. involvingiv. demonstratingv. reminding

Social Media Marketing is free! All it takes is a time commitment and using Social Media tools according to a

predefined strategy. Social media services include making rss feeds available and embedding popular social

network share buttons on your business blog or website. Some of the most popular social media websites

include facebook.com, stumbleupon.com, youtube.com, reddit.com, and twitter.com.

Growth of social media marketing:

A recent study, The State of Small Business Report, sponsored by Network Solutions, LLC and the Universityof Marylands Robert H. Smith School of Business, points to economic struggles as the catalyst for social

medias rapid popularity. The study results show that social media usage by small business owners increased

from 12% to 24% in just the last year, and almost 1 out of 5, actively uses social media as part of his or her

marketing strategy.

75% have a company page on a social networking site. 69% post status updates or articles of interest on social media sites. 57% build a network through a site such as LinkedIn. 54% monitor feedback about the business. 39% maintain a blog. 26% tweet about areas of expertise. 16% use Twitter as a service channel.

The 5 Ps of social media

People: The talkers, authors, contributors - empowerment of the individual. Places: All the diverse venues the conversations can take place in. Process: What collaboration (and moderation) you enable, how you entitle contributor types and

how you integrate with existing systems.

Platform: Where and how you tie together the places, processes, people (identity/privacy) andprivileges.

Patterns: Presenting, tracking, filtering, measuring, monitoring and decision support


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Role of social media in marketing:

Social media is now increasingly becoming an ingrained aspect of political campaigns, national defence

strategies, public policy, public relations, brand management and even intra company communication. Since the

major task of marketing as tool used to inform consumers about the companys products, who they are and what

they offer, social marketing plays an important role in marketing.

Social media can be used to provide an identity about the companies and the products or services thatthey offer.

Social media helps in creating relationships with people who might not otherwise know about theproducts or service or what the companies represent.

Social media makes companies "real" to consumers. If they want people to follow them they need notjust talk about the latest product news, but share their personality with them.

Social media can be used to associate themselves with their peers that may be serving the same targetmarket.

Social media can be used to communicate and provide the interaction that consumers look for.Social Media Marketing Strategies:

Most of the online retailers though appreciate its positives fallouts on the brand awareness and promotion; they

are still in the early stages of adoption. For an organization willing to invest in social media marketing, it is

important to understand why SMM is an important marketing strategy and how it can help:

This is the age of consumer satisfaction. It is not about selling it is more about interacting. There is alot to learn from the customers. Using social media one can identify customers, listen to their feedback

and use them to improve and innovate on products or services.

SMM is not a mass advertising strategy. It can be used to identify peer groups and advertise to thatparticular group. Social Media can help in identifying influencers and through them one can guide a

prospective customer into making a purchase.

SMM calls for novel advertising methods as the attention span of online junta is very low. This islargely due to the multitasking phenomena. A person watching a video clip on YouTube might be

simultaneously updating a blog, while reading another one and watching friends photographs on

Facebook. In order to garner their attention away from distractions the advertisement must be

innovative and interesting to hold the imagination and attention of the prospect.

At the same time the message must also provoke the recipient into action; like seeking a detaileddescription of the product/service, or suggesting to a friend, or initiating purchase. So, if the

advertisement is trying to sell something then it should be conveniently placed with links so that the

prospect can make a purchase with least effort.

Similarly Social Media can be used to increase customer loyalty through customer support services andhence improve customer retention.

Social Media Marketing can also be used by brands to ward off any negative publicity. But the brandswill have to be cautious here as over doing it may further aggravate their customers / stakeholders.

D. CRITERIA FOR SUCCESSFUL ADVERTISING BY SOCIAL MEDIA

I. It has to be unobtrusive: In order to be successful on social networks, future advertising campaigns have to beunobtrusive to ensure that users listen to their messages. Companies are increasingly relying on the structure ofsocial networks to spread the message among their users using technology savvy word of mouth techniques suchas sharing articles, videos and applications

II. It has to be creative: In order to attract attention, companies need to deliver their message in imaginativeways that have never been done before. They should take advantage of the structure of social networks, such asapplications on Facebook and MySpace, and the easy sharing between parties in order to spread awareness

among users.


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III. It has to engage users: Social network websites have empowered users and allowed them to be creative. Thetechnology behind the websites has enabled its users to fully display their unique personalities online.Companies can harness this expression of creativity by engaging the users in the advertising process themselvesthrough social networks. This will give users a greater sense of involvement with established brands, eventuallyidentifying themselves with the companies.

E. BENEFITS OF SOCILA MEDIA Low-cost/high returns:Most social media networks are virtually free, allowing you to spread your

message far and wide without incurring massive costs.

The audience is limitless: Users of the internet visit billions of websites everyday which exponentiallyincreases the likelihood that you will be seen. If Facebook were a country, it would be bigger than the

United States.

Target markets: Its easy to target markets and achieve maximum results rather than the traditionalshot in the dark marketing.

Natural traffic: If people like something, theyll not only visit it but share it, which increases traffic.Additionally, people often visit specific sites or topics in which they are interested thus improving the

quality of traffic. More time is being spent on the internet, on both computers and phones: Online shopping for

example has taken huge gouges out of traditional shopping means such as malls. Who would rather

wait in lines during the holiday season than order from home?

Better search engine results: The more references search engines pick up to sites the higher they areon result pages. Thus the more social media networks that are linked together provide better search

results than without.

It complements other efforts:Social media doesnt eliminate needs for other marketing efforts butrather augments them. For instance, if a company lists their fan page or Twitter account on their

billboards or website interested customers can stay updated easier and more frequently.

Information & sharing is immediate: As soon as someone sends out a tweet, status update or blogpost their entire network can see it instantaneously. This eliminates the traditional wait period of

mailings, commercials, and even emails.

It has viral potential: People tend to have their guard down more often when they are on their socialmedia networks and thus it is easier for marketers to get their message through and share it to the

masses. The next generation is the technology generation: There have been more technology advances in the

past 10 years than in the previous 50 years. Technology is increasing at a doubling ratedouble a

dollar 20 times it becomes a million dollarsand people are becoming increasingly more accepting

and reliant upon it.

F. TYPES OF SOCIAL MEDIA

1. Social networkingFacebook, Twitter, LinkedIn, Google+Social networking sites allow users to add friends, send messages and share content. People on social

networking sites group in communities of like-minded interest.

1) The other types of social media outlined here also allow for networking, though theyre typically

more focused on content sharing.

2) Dont assume your audience isnt participating in social networking. The growth of Facebook for

example is phenomenal. The rate at which it is growing with men and women in their 60s even is

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2. Social bookmarkingDigg, Delicious, Reddit, StumbleUponSocial bookmarking applications allow users to share their favourite online content with one another

while also creating online bookmarks that the user can refer to in the same way he would a bookmark

created offline in his web browser. Bookmarks may also count as a vote, hence content with lots of

votes can rise to the top of the page results in that community.

3.

BlogsWordPress, TypePad, Posterous, Tumblr, Blogger as well as non-branded bloggingplatforms

Blogs are online journals where the author can write (blog) about any interest he wants. The blogger

can also use the blog to share content picked up from other social media sites (YouTube, Issuu) by

taking advantage of the simple embed codes offered by those content hosts.

4. Wikis - WikipediaA wiki refers to content created online as a result of multiple users working on the same content, but at

different times and from different places.

5. Photosharing - Flickr, PhotobucketPhotosharing sites are where people can upload photos to share either privately with only selected other

users or publicly. Creative Commons licensing rights can grant permissions for others to use the photos

by simply embedding the codes in their blogs.

6. Video Sharing - YouTube, Vimeo, iMemoriesUsers upload video content to a site for sharing either privately or public.

7. Presentation Sharing - Slideshare.net, Scribd, IssuuFiles can be uploaded as PDFs and they are then converted to work with the online presentation

applications. Youll notice these presentation tools include embed codes and email options as well,

making it easy for the content to be shared online

G. TOOLS OF SOCIAL MEDIA MARKETING

1. Social network aggregation is the process of collecting content from multiple social network services,such as MySpace or Facebook. The task is often performed by a social network aggregator, which pulls

together information into a single location, or helps a user consolidate multiple social networking

profiles into one profile. Various aggregation services provide tools or widgets to allow users to

consolidate messages, track friends, combine bookmarks, search across multiple social networking

sites, read RSS feeds for multiple social networks, see when their name is mentioned on various sites,

access their profiles from a single interface, provide "lifestreams", etc.

2. Social bookmarking is a method for Internet users to organize, store, manage and searchfor bookmarks of resources online. Descriptions may be added to these bookmarks in the formofmetadata, so users may understand the content of the resource without first needing to download itfor themselves. Such descriptions may be free text comments, votes in favour of or against its quality,or tags that collectively or collaboratively become a folksonomy. In a social bookmarking system,users save links to web pages that they want to remember and/or share. These bookmarks are usuallypublic, and can be saved privately, shared only with specified people or groups, shared only insidecertain networks, or another combination of public and private domains. The allowed people canusually view these bookmarks chronologically, by category or tags, or via a search engine.

3. Social network analytics solution that allows you to track your social network accounts just the sameway you would track the performance of your websites. The best comparison would be to GoogleWebsite Analytics. Just like you can track visitors, time on site, keywords, geography and many otheraspects of web performance there with Social Report you can track membership, demographics,interests, geography, education, employment and many other aspects of your social space.

Social Report tracks and monitors your social network accounts and gives you tools to manageyour marketing initiatives. Social Report offers powerful insights into your social accounts:

membership trends, activity and engagement, thoughts and feelings of your members, their
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interests, their geographical distribution, education levels, gender, employment, and countlessother metrics.

Social Report is a social analytics solution that allows you to track your social network accountsjust the same way you would track the performance of your websites.

Social Report is a social analytics solution that allows you to track your social network accounts justthe same way you would track the performance of your websites.

Track and analyse your social accounts and how they impact your web presence with GoogleAnalytics integration.

Export and download sharp looking reports Social Report provides ability to tag campaigns with dollar value of conversions and costs of

running it.

Social Report is a social network application. Once you authorize (install) Social Report to access yoursocial or web property we are able to track and capture your information on a regular basis, subject it torigorous analysis and offer you reports, visual analytics and management tools such as campaignmanagement, keyword tracking, goal and objective management. Data is presented on intuitivedashboard and are available for download as PDF or Excel.

Popular softwares available are

A. Klout is a San Francisco based company that provides social media analytics to measure a user'sinfluence across their social network. The analysis is done on data taken from sites such

as Twitter and Facebookand measures the size of a person's network, the content created, and how

other people interact with that content.

Klout measures influence by using data points from Twitter, such as: following count, follower count,

retweets, list memberships, how many spam/dead accounts are following you, how influential the

people that retweet you are, and unique mentions. This information is blended with Facebook data such

as comment, likes, and the number of friends in your network to come up with a "Klout Score" that

measures a user's online influence.

B. Sysomos Inc. is a Toronto-based social media analytics company. The company uses content of socialmedia sites including blogs, forums and Twitter to create a real-time picture on how products, people,and brands are covered in those media sites. Unlike other similar services, it also attempts to identifyhow the sentiment towards the identified subjects developed.]It is designed to analyze conversations,themes and identify key influencers.

Company's flagship product, Media Analysis Platform (MAP), mines and analyzes content from socialmedia or user-generated content. MAP is considered by many to be the most advanced social mediaanalytics solution in the industry, specifically for text summarization and visualization features alongwith granular segmentation capabilities by geography and demographics.

C. Twtbuck is a performance based social media advertising and crowd sourcing platform which connectspeople with influence in Internet, especially social web, to big brands. Twtbuck matches publishers

with matching advertisers on the basis of geography and interest graph.Twtbuck provides number of advertising options to brands, they are

1. Pay per clickAds2. Pay per lead Ads3. Geo Targeted Ads4. Mini Endorsement Ads5. Social bannerPay per click (PPC) (also called Cost per click) is an Internet advertising model used to direct traffic towebsites, where advertisers pay the publisher (typically a website owner) when the ad is clicked. Withsearch engines, advertisers typically bid on keyword phrases relevant to their target market. Contentsites commonly charge a fixed price per click rather than use a bidding system. PPC "display"advertisements are shown on web sites with related content that have agreed to show ads.
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Cost Per Action or CPA (sometimes known as Pay Per Action or PPA) is an online advertising pricingmodel, where the advertiser pays for each specified action (a purchase, a form submission, and so on)linked to the advertisement.

CPA is sometimes referred to as "Cost Per Acquisition", which has to do with the fact that most CPA

offers by advertisers are about acquiring something (typically new customers by making sales). Using

the term "Cost Per Acquisition" instead of "Cost Per Action" is not incorrect in such cases, but not all"Cost Per Action" offers can be referred to as "Cost Per Acquisition".

Calculate the CPA. The CPA is: ad spend/[number of impressions x CTR x CR]. Let's say that out of

20,000 impressions, you had a 5 percent click-through (CTR) to your landing (destination page) and 30

percent of those 5 percent convert to paying customers. The calculation is: $200/[20,000 x .05 x .30] =

$0.67. That is, the cost per acquisition is $0.67.

H. STRATEGY OF SOCIAL MEDIA MAKETING

Discovery

Target audience: assess audience needs and buying questions that can be addressed through socialmedia.

Objective: what are your social media goals? Social capacity: what is your ability to create content, maintain social tools and manage your

community.

Governance: what social media policies do you want in place?Strategy:

Listening: what are people saying about your brand? Listening to shareholders offers the informationrequired to produce relevant contest and shape social media strategy.

Social tools: which channels fits your strategy? Content strategy: content is the most important component of a social campaign. It must be relevant to

your target audience and adoptable across social networks.

Blog strategy: Develop a voice; help build two way conversations with the audience. It includes hostdiscussions, also facilitates sharing of information; have a clean, functional, usable layout with ability

to insert widgets, links, sidebars, etc.
http://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Online_advertising


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Management

Data collection: use analytics tools to measure engagement i.e. Leads, sales, page views, visitors,subscribers, followers, fans, comments etc.

Result vs. goals: measure result vs. objectives; why did you succeed or fall short? Refine: Assess data; adjust your strategy; test new ideas.

I. SOCIAL NETWORK MARKETING

Objectives of Social Networking Media

To establish the importance of social networks as an advertising medium :There is a great deal of potential to market more aggressively to consumers using this platform and toreach the target consumers.

To determine the criteria for successful advertising on this new medium:Consumer preferences have evolved along with the internet: they no longer want intrusive, flashing andirrelevant ads that taint their online experience. Advertisers have had to adapt their tactics to reach outto consumers.

Importance of social network sites

Social networking sites can be defined as web-based services that allow individuals to(1) Construct a public or semi-public profile within a bounded system,(2) Articulate a list of other users with whom they share a connection, and(3) View and traverse their list of connections and those made by others within the system.

There are four main reasons for social networks playing more prominent parts in companies advertising

strategies:

Large reach:Marketing through the social network sites can be spread to large number of audience and to increasethe awareness more effectively.

Cost efficiency:Advertising on social networks is relatively cheap compared to other traditional media: it usually has asimilar or expanded reach at much lower costs. In addition, it is possible for companies to generate freepublicity through creative advertising techniques. There have been a number of successful viralmarketing campaigns on YouTube and Facebook in recent years.

Targeted advertising:Advertisers have access to a great deal of information about users and their interests, allowing them tocustomize and target their ads to a degree not yet seen in any other advertising medium.

Time spent online:People are spending increasing amounts of time online, especially on social networking websites, thusadvertisers are increasingly looking for ways to reach out to consumers who are spending more andmore time online.


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Social media marketing by using Facebook

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. Connecting with people is just the beginning.

The Facebook ecosystem

1. BuildThe first step is building the presence with a Facebook Page. Page allows the marketer to create an identity for

his business in the social graph - the map of the connections among people and the things they care about. If the

marketer has physical store locations, link their Page with a Place.The marketer can use Social Plug-in, the

Graph APIandApps on Facebook to create social experiences involving the products and online properties that

are engaging and personalized.

2. EngageCreating these Facebook touch points allows the marketer 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 the fans will allow the marketer to deepen relationships and gain valuable insights.

3. AmplifyEvery time someone interacts with the 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 their business. Sponsored

Stories enable the marketer to increase the distribution of News Feed stories about the business. Together, these

tools give the marketer the effectiveness of earned media, at the scale and predictability of paid media.

Social network such as Facebook enables a marketer to

1. Product development and innovation

Facebook allows to learn about the target audience and to understand their interests and friends. For this reason,

Facebook can be used to generate new product ideas and innovations. The platform tools allow the marketer to

build entirely new social product experiences. The marketer can also enlist their Facebook community to help

crowd-source your next product idea.

5 steps to foster product development and innovation

1. Run a creative campaign to solicit input for the new product. This can be done by having a contest or an event

to gather input on facebook by building an application. The marketer can have the community vote and

participation.

2. Drive awareness of and participation in the campaign by promoting it across the marketing channels. This

can be done by running a Facebook Ads campaign that includes Sponsored Stories for App Used.

3. Identify and refine the target audience with Campaign Reporting and Page Insights. This can be done by

optimizing your Facebook campaigns by testing which audiences are more responsive to different creative.

4. Build a social product experience by using the Graph API and Social Plugins. This will enable people to like

individual products and content across the web with the Graph API. Also by using Social Plugins like theActivity Feed, Recommendations, Comments and Live Stream to make experiences off of Facebook social.


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5. Marketer should be active and throughout the product development cycle. This can be done by using

publishing and Facebook Questions to get feedback, iterate and generate future product and marketing ideas.

2. Generate awareness

Once you have created a Facebook Page that allows your unique brand to shine, it is time to generate awareness

of your Page, latest product, or current marketing effort. To do this, you can leverage Facebooks tremendousreach and targeting capabilities with Facebook Ads and Sponsored Stories. These products offer the benefits of

earned at the scale and predictability of paid. Thats because they are shown with stories about friends who have

already engaged with your business on Facebook. This is the new word of mouth and its twice as effective at

driving awareness

5 steps to generate awareness

1. Create a Facebook Ads campaign that encourages people to take an action that will be seen by their friends

and encourage liking to build connections and make future campaigns more effective.

2. Integrate Social Plugins and the Graph API, such as the Like Button, into the marketer website and mobile

experiences.

3. Post interesting content with clear calls to action that encourage interaction and sharing. This can be done by

promoting and launches applications with their promotions with Deals or Events on Facebook.

4. Run Sponsored Stories to promote peoples actions from the News Feed to the right column of their friends

screen.

5. Use Facebooks unique reach and targeting capabilities to optimize and iterate on their campaigns By using

different targeting techniques: Likes and Interests, Friends of Connections and standard demographic.

3. Drive preference and differentiation

Facebook is a great place to build preference and differentiation for the marketers brand over competitors. On

Facebook, people discover their brand through trusted referrals from their friends. Then drive preference by

interacting with and rewarding the fans.

5 steps to drive preference and differentiation

1. Understand what people currently think of their business and why they think it is unique and relevant.

2. Define the gap between the current perception and the marketer brands desired perception or point of

differentiation.

3. Launch an integrated brand-building campaign to drive preference and differentiation. This can be done by

creating Facebook Ads and Sponsored Stories with Friends of Connections targeting to show people how their

friends have already interacted with the marketers brand.

4. Think about how to integrate Facebook into your products, website or mobile apps to make them more

personal and unique bye using facebook Apps and Graph API.

5. Check in with the customers to understand what is resonating and whether the marketer have been successful,

this can be done by monitoring the wall and use Page Insights to see whats working Also to by using brand

tracking measurement tools.


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4. 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, the marketer can create viral promotional events, publicize

offers or run Deals. Every time someone RSVPs, clicks, or checks-in, that action gets shared with all of their

friends. This combination of word of mouth and your ability to deepen engagement with their customers at the

point of purchase (either on your website or in store) is incredibly powerful at driving traffic and sales.

5 steps to increase traffic and sales

1. Decide on a sales goal and the promotional activities that will help the marketer to run their business.

2. Run a creative campaign to share that promotion through Facebook Ads and Page publishing.

3. Creating a social experience at the point of purchase.

4. Drive people to point of purchase online using Facebook Ads with offers that take people to the point of

purchasebe transparent that clicking the ad will take you off Facebook.

5. Drive people to point of purchase off-line by making sure the marketers page is connected to a geographic

Place.

5. Build loyalty and deepen relationships

Facebook is fundamentally about relationships. The people who like the marketers Page are saying that they

want a relationship with them. This connection allows the marketer to build and deepen relationships with their

most loyal customers and allows them to spread the word about their brand to their friends.

5 steps to build loyalty and deepen relationships

1. Remind people that marketers are on Facebook and there to communicate with them.

2. Develop an authentic personality and voice, this can be done by posting stories that people care about, ask

questions and encourage participation.

3. Ask questions, listen and be responsive, take part in a two-way conversation.

4 Use the Graph API and Social Plugins to create more personalized and relevant online experiences to build

loyalty.

5. Let their fans know they are special and reward them for their relationship by running deals and promotions,

also by providing them with exclusive information, updates, and events.

6. Amplify recommendation and word of mouth

Everything the marketer does on Facebook is viral because all actions are published into the News Feed and are

lasting. People expect to discover things on Facebook through their friends. Rather than thinking of driving

recommendation as an independent objective, sharing should be built into all of marketers Facebook activities

and campaigns.

5 steps to amplify recommendation and word of mouth

1. Encourage people to like the Page. This creates an association between marketers brand and that individual.

2. Create great content that encourages sharing and keeps it fresh by publishing calendar that includes exciting

product announcements and promotions.


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3. Integrate Social Plugins and the Graph API with the Like Button on all of the marketers online properties

and at any point of purchase.

4. Use Facebook Ads and Sponsored Stories to create word of mouth at scale, this allows marketers to show

their brands message to their target audience with stories about their friends who have already engaged with

their business.

5. Learn and iterate, by using Page Insights to determine the content people are most excited about engaging

with and sharing and by using Campaign Reporting to determine what type of creative and targeting gives you

the best results.

7. Gain insights

Facebook allows marketer to learn about your customers both by observing their actions and by engaging with

them directly. It is a great place to learn who the customers are and what they think about you. Facebook makes

it easy to incorporate the customers into their product development cycle and marketing campaigns and iterate

quickly. When used actively, these insights can help improve their business by helping the marketer to stay

aligned with the people they serve.

5 steps to gain insights

1. Use Campaign Reports for the advertising campaigns and Sponsored Stories by testing different targeting

options.

2 Learn from Page Insights.

3 Learn from the two way conversations that occur on marketers Page by watching, listening and responding

when use Facebook. Questions, Apps on Facebook or publish.

4. Learn by integrating Facebook login and API with your online measurement tools for tracking individual

behaviours, engagement and purchasing.

5. Use advanced campaign metrics to track the effectiveness of your campaign on brand building objectives.

J. PROCESS AND INPLEMENTAION

Process and implementation of social media marketing in Facebook

Every campaign the marketer run has a lasting impact via the relationships they build along the way. This is the

new word of mouth and research has shown its twice as effective at driving results.

The basics on setting up and building your business with Facebook

Step 1: Create and build your Page

FacebookPages are a simple, free product for businesses to create a Facebook presence and connect with new

and loyal customers.
http://www.facebook.com/pages/create.phphttp://www.facebook.com/pages/create.php


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Add contentInclude important information such as your location, links, hours, photos, or menus so that people can

get to know your business

Photo: Use an eye-catching, recognizable photo of your business's name, storefront or popular product Location: Claim your Place and be sure to provide a location on your Page so people know where to

find you

Info: Write a short blurb that clearly describes what your business is, and include helpful links andcontact information

Apps: Enhance your Page with custom apps that can let you share your menu, stream video, and more Wall posts: Add updates, photos, videos and links about your business to your Wall - these will show up

in News Feed, where your fans and their friends can comment and share

Invite your customersInvite current and new customers to like your Page, and promote it with in-store signs, flyers, emails, and

website links

Step 2: Engage your customers

Join the conversationUse your Page to post regular updates about your business and provide exclusive offers to generate

comments and drive engagement

Build deep relationshipsGet to know your fans and make people feel at home by responding to their comments in a predictable,

timely way

Gain valuable insightsLearn how your audience is interacting with your Page and make adjustments to increase engagement

Share exclusive content: Post photos, videos, menus or other "sneak peaks" about new products andevents

Ask questions: Simple questions allow customers to easily engage and provide feedback on a product orservice

Create an event: Celebrate a launch, holiday, or anniversary and promote it to your loyal customersStep 3: Promote your business

Create Ads: Use highly effective Facebook Ads to get the word out to exactly who you want usingtargeting criteria such as interests, location and more

Run Sponsored Stories: Set up Sponsored Stories to take advantage of friends talking to friends aboutyour business
http://www.facebook.com/business/adshttp://www.facebook.com/business/sponsoredstorieshttp://www.facebook.com/business/sponsoredstorieshttp://www.facebook.com/business/ads


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Step 4: Expand your reach

Tell in-store customers:Add calls to action such as Like us on Facebook on in-store signs, emailsand business cards

Promote your URL: Add your Facebook Page link to your business cards, flyers, or receipts Get the Like button on your website: Make it easy for people to like your page, even when they're

not on Facebook

Run Sponsored Stories and Facebook Ads: Reach your ideal audience, as well as their friends, todrive word of mouth marketing at scale

Set up Check-in Deals: Reward loyal customers with discounts and other special offers to buildvaluable relationships that help drive awareness for your business

Step 5: Learn and Grow

Set some goals to shape your Page posts and ensure they are useful and relevant. Then check the metrics on your

Page Insights Dashboard regularly to learn:

Who your customers are What day of the week most people visit How often people comment Which posts are most engaging.


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K. CASE STUDY

PepsiCo India

Company Background

PepsiCo entered India in 1989 and has grown to become the countrys largest-selling food and BeverageCompany. One of the largest multinational investors in the country, PepsiCo has established a business aiming

to serve the long-term dynamic needs of consumers in India.

Facebook Executive Summary Client:

Approach:a. PepsiCo India decided to run a Reach Block on February 11, 2011 to guarantee that it would reach 100

percent of its target audience over a 24-hour period. With cricket and Pepsi, practically every single

person in India is the right customer, the brand says. So the Reach Block had open targeting.

b. A main push of the campaign was amplifying the effectiveness of PepsiCo Indias Change the Gamecampaign on television by allowing people on Facebook to watch the content and interact with it inline.

The ad text encouraged people to view the spot that discussed how Bowden learned his game

changing umpiring style and asked people to vote on their favourite game changing plays.c. The second was a Premium Video Like Ad that encouraged people to watch another of PepsiCo Indias

TV spotsthis one about game-changing philosophyand to connect to the Pepsi India Page.

d. The third ad drove people to The Biggest Wave application on PepsiCo Indias microsite. There,users could upload a headshot of themselves, creating an avatar wearing an outfit with a Pepsi logo that

would dance around their desktops cheering on Indias cricket team. The avatar could also be shared

with friends.

Results :a. The Reach Block ads were viewed more than 19million times, topping PepsiCo Indias estimates by

145 percent. Combined with sustaining media, the ads were viewed more than 22 million times. The

brand achieved high engagement with its desired audience with 53,000 people responding to its poll inthe 24-hour period.


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b. During the campaign, nearly 16,000 connected to the PepsiCo India Facebook Page, adding to its fanbase of brand loyalists to whom it can update and engage with on a regular basis. That number climbed

to nearly 22,000 with sustaining media. The Page now has more than 1 million fans. With Friends of

Connection Targeting PepsiCo India could reach nearly 42 million friends of those fans.

c. PepsiCo Indias Reach Block immediately went viral, with one of two impressions being a socialimpression or featuring the name of a persons friend who had already liked the brands Page. Thisencourages fan involvement and loyalty.

The Future:PepsiCo India says it anticipates deepening it relationship with Facebook in the future. Facebook is an

integral part of our digital marketing mix, the brand says. We see it gaining more importance as it

gains popularity across socioeconomic classes in India.


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BIBLIOGRAPGY

A. websites

1. http://en.wikipedia.org/wiki/Social_media_marketing2.

http://en.wikipedia.org/wiki/Social_media3. http://www.facebook.com/advertising

4. http://www.whitepapersource.com/socialmediamarketing/report5. http://www.internetmarketingpr.com6. http://www.slideshare.net/rowes06/social-media-marketing-campaign-ppt7. http://kevinmcintosh.com/social-media-marketing/different-types-of-social-media8. http://site14.fourfiveone.com/2011/02/04/profile-the-corporate-social-strategist9. http://www.facebook.com/business/howitworks10. https://www.facebook.com/help11. http://www.linkedmediagroup.com/social-media-strategist/12. http://www.toprankblog.com/2010/09/22-social-media-marketing-management-tools/

B. Books

1. The Social Media Marketing Book, Dan Zarrella2. Social Media Marketing: The Next Generation of Business Engagement , Dave Evans, Jake

McKee
http://en.wikipedia.org/wiki/Social_media_marketinghttp://en.wikipedia.org/wiki/Social_mediahttps://www.facebook.com/helphttp://www.linkedmediagroup.com/social-media-strategist/http://www.toprankblog.com/2010/09/22-social-media-marketing-management-tools/http://books.google.co.in/books?id=chd3yfExXMEC&printsec=frontcover&dq=social+media+marketing&hl=en&sa=X&ei=41b3TqjlF8TmrAeO-OwB&ved=0CFQQ6AEwAwhttp://www.google.co.in/search?hl=en&sa=N&rls=com.microsoft:en-US:%7Breferrer:source%7D&biw=1366&bih=643&tbm=bks&tbm=bks&q=inauthor:%22Dan+Zarrella%22&ei=41b3TqjlF8TmrAeO-OwB&ved=0CFUQ9Aghttp://books.google.co.in/books?id=7l2OR6giC6AC&printsec=frontcover&dq=social+media+marketing&hl=en&sa=X&ei=41b3TqjlF8TmrAeO-OwB&ved=0CEkQ6AEwAQhttp://www.google.co.in/search?hl=en&sa=N&rls=com.microsoft:en-US:%7Breferrer:source%7D&biw=1366&bih=643&tbm=bks&tbm=bks&q=inauthor:%22Dave+Evans%22&ei=41b3TqjlF8TmrAeO-OwB&ved=0CEoQ9Aghttp://www.google.co.in/search?hl=en&sa=N&rls=com.microsoft:en-US:%7Breferrer:source%7D&biw=1366&bih=643&tbm=bks&tbm=bks&q=inauthor:%22Dave+Evans%22&q=inauthor:%22Jake+McKee%22&ei=41b3TqjlF8TmrAeO-OwB&ved=0CEsQ9Aghttp://www.google.co.in/search?hl=en&sa=N&rls=com.microsoft:en-US:%7Breferrer:source%7D&biw=1366&bih=643&tbm=bks&tbm=bks&q=inauthor:%22Dave+Evans%22&q=inauthor:%22Jake+McKee%22&ei=41b3TqjlF8TmrAeO-OwB&ved=0CEsQ9Aghttp://www.google.co.in/search?hl=en&sa=N&rls=com.microsoft:en-US:%7Breferrer:source%7D&biw=1366&bih=643&tbm=bks&tbm=bks&q=inauthor:%22Dave+Evans%22&q=inauthor:%22Jake+McKee%22&ei=41b3TqjlF8TmrAeO-OwB&ved=0CEsQ9Aghttp://www.google.co.in/search?hl=en&sa=N&rls=com.microsoft:en-US:%7Breferrer:source%7D&biw=1366&bih=643&tbm=bks&tbm=bks&q=inauthor:%22Dave+Evans%22&q=inauthor:%22Jake+McKee%22&ei=41b3TqjlF8TmrAeO-OwB&ved=0CEsQ9Aghttp://www.google.co.in/search?hl=en&sa=N&rls=com.microsoft:en-US:%7Breferrer:source%7D&biw=1366&bih=643&tbm=bks&tbm=bks&q=inauthor:%22Dave+Evans%22&ei=41b3TqjlF8TmrAeO-OwB&ved=0CEoQ9Aghttp://books.google.co.in/books?id=7l2OR6giC6AC&printsec=frontcover&dq=social+media+marketing&hl=en&sa=X&ei=41b3TqjlF8TmrAeO-OwB&ved=0CEkQ6AEwAQhttp://www.google.co.in/search?hl=en&sa=N&rls=com.microsoft:en-US:%7Breferrer:source%7D&biw=1366&bih=643&tbm=bks&tbm=bks&q=inauthor:%22Dan+Zarrella%22&ei=41b3TqjlF8TmrAeO-OwB&ved=0CFUQ9Aghttp://books.google.co.in/books?id=chd3yfExXMEC&printsec=frontcover&dq=social+media+marketing&hl=en&sa=X&ei=41b3TqjlF8TmrAeO-OwB&ved=0CFQQ6AEwAwhttp://www.toprankblog.com/2010/09/22-social-media-marketing-management-tools/http://www.linkedmediagroup.com/social-media-strategist/https://www.facebook.com/helphttp://en.wikipedia.org/wiki/Social_mediahttp://en.wikipedia.org/wiki/Social_media_marketing

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Social Media Marketin