SOCIAL MEDIA MARKETING

Submitted by Team Titans Group members: Himanshi Singhal Kushal Kaushik Amrita Singh Shobhit Bharti

CONTENT

A. Introduction B. Social media C. Social media marketing D. Criteria for successful advertisement E. Benefits F. Types Of social media G. Tool of social media marketing H. Strategy of social media marketing I. J. Social network marketing Process and implementation

K. Case study --pepsico

Bibliography

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 exploring social 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 popular social 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 reference sources, examples of which are Digg and Wikipedia, are also counted in the social media bucket. Microblogging 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 at large - and find out what they think of them. You can find friends, business contacts and become part of a community or a bunch of different communities. Social media gives you what TV never could - a chance to be engaged 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 are experimenting with social media marketing, grappling with the question of how to get in on what appears to be an 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.

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. ii. iii. iv. v. informing persuading involving demonstrating 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 University of 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) and privileges. Patterns: Presenting, tracking, filtering, measuring, monitoring and decision support

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 that they offer. Social media helps in creating relationships with people who might not otherwise know about the products or service or what the companies represent. Social media makes companies "real" to consumers. If they want people to follow them they need not just 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 target market. 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 a lot 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 that particular 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 is largely 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 detailed description 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 and hence improve customer retention. Social Media Marketing can also be used by brands to ward off any negative publicity. But the brands will 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 be unobtrusive to ensure that users listen to their messages. Companies are increasingly relying on the structure of social networks to spread the message among their users using technology savvy word of mouth techniques such as sharing articles, videos and applications II. It has to be creative: In order to attract attention, companies need to deliver their message in imaginative ways that have never been done before. They should take advantage of the structure of social networks, such as applications on Facebook and MySpace, and the easy sharing between parties in order to spread awareness among users.

III. It has to engage users: Social network websites have empowered users and allowed them to be creative. The technology 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 themselves through social networks. This will give users a greater sense of involvement with established brands, eventually identifying 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 exponentially increases 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 traditional shot 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 are on 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 but rather 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 blog post 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 social media 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 rate double a dollar 20 times it becomes a million dollars and people are becoming increasingly more accepting and reliant upon it.

F. TYPES OF SOCIAL MEDIA 1. Social networking Facebook, 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 staggering.

2.

3.

4.

5.

6. 7.

Social bookmarking Digg, Delicious, Reddit, StumbleUpon Social 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. Blogs WordPress, TypePad, Posterous, Tumblr, Blogger as well as non-branded blogging platforms 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. Wikis - Wikipedia A 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. Photosharing - Flickr, Photobucket Photosharing 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. Video Sharing - YouTube, Vimeo, iMemories Users upload video content to a site for sharing either privately or public. Presentation Sharing - Slideshare.net, Scribd, Issuu Files 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. Social bookmarking is a method for Internet users to organize, store, manage and search for bookmarks of resources online. Descriptions may be added to these bookmarks in the form of metadata, so users may understand the content of the resource without first needing to download it for 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 usually public, and can be saved privately, shared only with specified people or groups, shared only inside certain networks, or another combination of public and private domains. The allowed people can usually view these bookmarks chronologically, by category or tags, or via a search engine. Social network analytics solution that allows you to track your social network accounts just the same way you would track the performance of your websites. The best comparison would be to Google Website Analytics. Just like you can track visitors, time on site, keywords, geography and many other aspects 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 manage your marketing initiatives. Social Report offers powerful insights into your social accounts: membership trends, activity and engagement, thoughts and feelings of your members, their

2.

3.

interests, their geographical distribution, education levels, gender, employment, and countless other metrics. Social Report is a social analytics solution that allows you to track your social network accounts just 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 just the same way you would track the performance of your websites. Track and analyse your social accounts and how they impact your web presence with Google Analytics 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 your social or web property we are able to track and capture your information on a regular basis, subject it to rigorous analysis and offer you reports, visual analytics and management tools such as campaign management, keyword tracking, goal and objective management. Data is presented on intuitive dashboard 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's influence across their social network. The analysis is done on data taken from sites such as Twitter and Facebook and 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 social media 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 identify how 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 social media or user-generated content. MAP is considered by many to be the most advanced social media analytics solution in the industry, specifically for text summarization and visualization features along with granular segmentation capabilities by geography and demographics.

C. Twtbuck is a performance based social media advertising and crowd sourcing platform which connects people 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. 2. 3. 4. 5. Pay per click Ads Pay per lead Ads Geo Targeted Ads Mini Endorsement Ads Social banner

Pay per click (PPC) (also called Cost per click) is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites 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.

Cost Per Action or CPA (sometimes known as Pay Per Action or PPA) is an online advertising pricing model, 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 social media. 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 information required 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 host discussions, also facilitates sharing of information; have a clean, functional, usable layout with ability to insert widgets, links, sidebars, etc.

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 to reach 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 and irrelevant ads that taint their online experience. Advertisers have had to adapt their tactics to reach out to 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 increase the awareness more effectively. Cost efficiency: Advertising on social networks is relatively cheap compared to other traditional media: it usually has a similar or expanded reach at much lower costs. In addition, it is possible for companies to generate free publicity through creative advertising techniques. There have been a number of successful viral marketing 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 to customize 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, thus advertisers are increasingly looking for ways to reach out to consumers who are spending more and more time online.

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. Build

The 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 API and Apps on Facebook to create social experiences involving the products and online properties that are engaging and personalized. 2. Engage

Creating 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. Amplify

Every 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 the Activity Feed, Recommendations, Comments and Live Stream to make experiences off of Facebook social.

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 tremendous reach 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.

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 purchase be 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.

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 Facebook Pages are a simple, free product for businesses to create a Facebook presence and connect with new and loyal customers.

Add content Include 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 and contact 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 customers Invite 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 conversation Use your Page to post regular updates about your business and provide exclusive offers to generate comments and drive engagement Build deep relationships Get to know your fans and make people feel at home by responding to their comments in a predictable, timely way Gain valuable insights Learn 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 and events Ask questions: Simple questions allow customers to easily engage and provide feedback on a product or service Create an event: Celebrate a launch, holiday, or anniversary and promote it to your loyal customers

Step 3: Promote your business Create Ads: Use highly effective Facebook Ads to get the word out to exactly who you want using

targeting criteria such as interests, location and more Run Sponsored Stories: Set up Sponsored Stories to take advantage of friends talking to friends about your business

Step 4: Expand your reach

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

and business cards

not on Facebook Run Sponsored Stories and Facebook Ads: Reach your ideal audience, as well as their friends, to drive word of mouth marketing at scale Set up Check-in Deals: Reward loyal customers with discounts and other special offers to build valuable 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.

K. CASE STUDY PepsiCo India Company Background PepsiCo entered India in 1989 and has grown to become the countrys largest-selling food and Beverage Company. 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:

a.

b.

c. d.

Approach: 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. A main push of the campaign was amplifying the effectiveness of PepsiCo Indias Change the Game campaign 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. 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. 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 : 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 in the 24-hour period.

a.

b.

c.

During the campaign, nearly 16,000 connected to the PepsiCo India Facebook Page, adding to its fan base 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. PepsiCo Indias Reach Block immediately went viral, with one of two impressions being a social impression or featuring the name of a persons friend who had already liked the brands Page. This encourages 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.

BIBLIOGRAPGY A. websites 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. http://en.wikipedia.org/wiki/Social_media_marketing http://en.wikipedia.org/wiki/Social_media http://www.facebook.com/advertising http://www.whitepapersource.com/socialmediamarketing/report http://www.internetmarketingpr.com http://www.slideshare.net/rowes06/social-media-marketing-campaign-ppt http://kevinmcintosh.com/social-media-marketing/different-types-of-social-media http://site14.fourfiveone.com/2011/02/04/profile-the-corporate-social-strategist http://www.facebook.com/business/howitworks https://www.facebook.com/help http://www.linkedmediagroup.com/social-media-strategist/ http://www.toprankblog.com/2010/09/22-social-media-marketing-management-tools/

B. Books 1. 2. The Social Media Marketing Book, Dan Zarrella Social Media Marketing: The Next Generation of Business Engagement , Dave Evans, Jake McKee