Report on Digital and Social Media Marketing and its Implementation

SIP project report submitted in partial fulfilment of the requirements for the
PGDM Programme

By D.Abhishek Kashyap

Roll no – 2013084

Supervisor – 1. Company Guide: Mr. Arjun Chatterjee

2. Faculty Guide: Prof T.K.Chatterjee

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 Acknowledgement

At the outset, I would like to thank all the people who helped me directly or indirectly
in completing this work.

From the bottom of my heart I express my gratitude to Mr. Arjun Chatterjee, CEO
of Runtime Solutions Pvt. Ltd and being my mentor for his co- operation, help and
support and providing me immense knowledge throughout the project.

I am grateful and express all my sincere thanks to Ms. Vinita Daki, social and digital
media head at Runtime Solutions Pvt. Ltd to guide me at every step.

I would also like to thank Prof T.K.Chatterjee, for providing quality and holistic
knowledge throughout the course of internship.

D.Abhishek Kashyap

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 Table of Contents

Introduction.........................................................................................................................04

Objectives............................................................................................................................07

Digital & Social Media Marketing......................................................................................08

Introduction to Social Media Marketing.............................................................................13

Analysis of Digital Campaigns...........................................................................................19

Aramusk Campaign.............................................................................................................28

Interpretation & Conclusion................................................................................................36

Recommendations................................................................................................................38

Bibliography.........................................................................................................................39

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 Introduction

Company Introduction

Runtime Solutions is a comprehensive web development and internet marketing agency based in
Mumbai which provides highly targeted web marketing solutions and sharply focused digital and
business consulting. The focus is to get the clients online and help them establish a strong
Internet presence through web design, development, marketing, promotions and branding,
thereby not only increase their Internet footprint but also increase footfalls and expand their
business. An innovative digital idea shop, Runtime‘s main USP is the personal bond of
relationship; it shares with each unique client which helps it to customize digital marketing
campaigns for its client brands. From complex Content management systems to supercool and
interactive microsites and dynamic websites mobile applications, WAP sites and social
applications , Runtime expertise in virtually all fields of online marketing essential for business.
It follows a simple strategy – Capture, Communicate, Convert to turn prospective customers into
brand solicitors across dynamic social media platforms. A young organization of just 4 years
Runtime already has reached the level of an award winning Social Media Agency and is counted
among the top 25 web design and development companies in Mumbai.

Services Provided at Runtime

 Customized Content Management Systems (CMS) for large portals.

 Website Design
 Website Development
 Interactive Digital Properties.
 Web & Mobile Applications
 WAP sites

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  Social applications
 Social Media Marketin
 Media Planning
 SEM
 SEO
 CRM
 Other online marketing services
 Promotions and branding
 Voting Engines
 Celebrity Handles - Digital
 Video Production & Corporate Event Photography

Clients

Runtime has a rich and diverse clientele, few of which would be –

 Airtel Lifestage

 IIFA Awards

 VCCIRCLE

 Micrsoft

 Yes Bank

 Samsung

 MTV

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  United Stock Exchange

 WIZCRAFT

 GIMA

 Tata Motors

 Wedding Time

 MCHI

 Jharkhand Academic Council

 KPMG

 Samsung

 Nokia

 Genomusic

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 Objectives

The objective of the study would be to understand the metrics of digital marketing and how
social media marketing is being leveraged to gain brand equity for various companies
worldwide. Owing to the paradigm shift of consumers towards the online lifestyle it is of utmost
importance to segment, target and position them with the products customized on the basis of
their interest. Online marketing strategy helps brands make their presence not only stronger but
also target customers at a mass level. The objective of the report is to understand the crux of
Digital & Social Media Marketing at a basic level and help in the ―Identification &
Development of eco system for the Mobile Application Space” & “Brand Repositioning of
Aramusk”

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 Digital & Social Media Marketing

Introduction to Digital Marketing

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a collective
name for marketing activity carried out online, as opposed to traditional marketing through print
media, live promotions, tv and radio advertisement.

Digital marketing is carried out on various social media and online platforms like Facebook,
Twitter, Instagram, Pinterest, Youtube, LinkedIn, Etc. Will study in details about the same
further in this project.

The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in generating
revenue and awareness. Compared to traditional methods of advertising, Digital Marketing
offers rather realistic costs (particularly important for small- and medium-size businesses and
start-ups), accurate targeting and excellent reporting.

Why use digital marketing

 Increase in web traffic since the number of people online is increasing drastically.
 Increase in brand recognition
 Improve search engine ranking
 Generate leads
 Increase online sale conversion
 Less expensive and more effective
 Online campaigns may generate more sales then usual

Who uses digital marketing?

 Small and medium business

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  Digital communication and multimedia technologies are significantly changing the way
social media business – communicate with their customers – promote products and
market services.

Cost associated with digital marketing.

 Time
 Labor
 Poster design
 Search Engine Optimization
 Maintenance

Good digital marketing strategies help to achieve the below.

 Finalize campaign objective.

 Define target audience
 Identify the online channel available
 Define success and develop a technique
 Know the landscape and benchmark results against competitors

Types of digital marketing

There are two types of digital marketing

1 – Pull

2 – Push

Pull digital marketing

 The consumer seeks the marketing content often via web searches or opening an email,
text or message
 Websites and blogs are examples of pull digital marketing
 Users have to navigate the website to view the content

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  Search engine optimization is a tactic used to increase activity

Push digital marketing

 The marketer sends a message without the consent of the recipients, such as display
advertising on websites and new blogs.
 Email and text messaging can also be called as push marketing.
 Push marketing is also known as spam
 Push technology can deliver content as it becomes available and can be better targeted to
consumer demographics, although audience are often smaller, and creation and
distribution cost are high.

Push notifications

Push notifications were first introduced to smart phones by Apple with the advent of the iPhone
in 2007. They were later further popularized with the Android operational system, where the
notifications are shown on the top of the screen. It has helped application owners to
communicate directly with their end users in a simple and effective way. If not used wisely it can
quickly alienate users as it causes interruptions to their current activities on the phone. It can be
much cheaper if compared to SMS marketing for the long run, but it can become quite expensive
on the short run, because the cost involved in application development. Once the application is
download and installed provided the feature is not turned off It is practically free, because it uses
internet bandwidth only. SMS and push notifications can be part of a well-developed inbound
mobile marketing strategy.

App based marketing

With the increasingly widespread use of smartphones, app usage has also greatly increased.
Therefore, mobile marketers have increasingly taken advantage of smartphone apps as a
marketing resource. This allows for direct engagement, payment, and targeted advertising.

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In – Game mobile marketing

There are essentially four major trends in mobile gaming right now: interactive real-time 3D
games, massive multi-player games and social networking games. This means a trend towards
more complex and more sophisticated, richer game play. On the other side, there are the so-
called casual games, i.e. games that are very simple and very easy to play. Most mobile games
today are such casual games and this will probably stay so for quite a while to come.

Brands are now delivering promotional messages within mobile games or sponsoring entire
games to drive consumer engagement. This is known as mobile adver-gaming or Ad-funded
mobile game.

Mobile web marketing

Advertising on web pages specifically meant for access by mobile devices is also an option. The
Mobile Marketing Association provides a set of guidelines and standards that give the
recommended format of ads, presentation, and metrics used in reporting. Google, Yahoo, and
other major mobile content providers have been selling advertising placement on their properties
for years already as of the time of this writing. Advertising networks focused on mobile
properties, SMS resellers and advertisers are also available. Additionally, web forms on web
pages can be used to integrate with mobile texting sources for reminders about meetings,
seminars and other important events that assume users are not always at their computers.

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 Digital Marketing Ecosystem

The Digital Marketing ecosystem consists of varied application and to carry out a successful
marketing campaign on the digital front marketers need to carefully integrate content across all
the channels. The objective should be to make customer traction with the product features as
interactive as possible keeping in mind the company objectives.

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 Introduction to Social Media Marketing

Owing to the evolution of internet and mobile media device, social marketing has become an
integral part of our lives and continues to evolve constantly.

Social is more than just a channel or tactic; today it is a strategy that should be present in every
aspect of a brand‘s marketing.

Marketers need to leverage social media – for building relationships, listening to the market,
promoting content, and influencing buyers even before they‘re identified as potential leads.

However, every brand should have a correctly laid out and optimal plan to communicate with
users using social media marketing. Creating goals and metrics will help ensure that the time and
resources an organization invests in social marketing are well spent.

A Small Snapshot of managing Social Media Marketing on a daily basis-

o Posts

 Twitter

• 1 post per hour

• 4 influencer re-tweets

 Facebook

• 3-5 posts per day

 Google+

• 3-5 posts per day

 LinkedIn

• 2 posts per day

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o Monitor

• Check Twitter, Facebook, and G+ for mentions or anything that needs a response

• Respond to comments, customer issues, questions etc – this one of the major aspects which
should be looked into i.e. timely replies to fan queries on social media platform

• Monitor throughout the day

o Promote and engage

• Think of creative ways to promote content, events, and engage fans using pictures,
infographics, stats, memes, questions

• Track success of promotions using various marketing channel insights

o Influencer outreach

• Read influencer posts on Twitter and other blog feeds and comment

o Blog

• Create blog posts

• HTML edit blog posts so they are formatted and ready to be published

Social Media Marketing is most effective when the following goals can be correctly achieved -

1. Give people a reason to share content

2. Always ask for the right to share at the right time

3. Make the shares measurable

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As social media marketers we should be able to understand what are the main reasons which
make people share content over social media .Some of the major driving reasons are -

 Reputation
 Access to something exclusive
 Co-creation
 Competition and winning
 Altruism

Importance of Social Media Marketing

Previously, marketers thought of social marketing only as a listening tool and for publishing
social content, but instead of viewing social as an isolated channel, today‘s marketer needs to
incorporate it as part of their cohesive marketing strategy.

One of the best ways to engage the audience is by providing them with a compelling reason to
share a brand‘s message across social networks in a way that is natural and seamless – organic
sharing. An extremely powerful way to increase brand visibility is word-of-mouth marketing and
peer recommendations as people tend to believe their network of peers vs. a brand driven
campaign. If the target audience‘s friends and colleagues are leading the conversation around a
product or service, their trust can be gained in a much more meaningful way instead of running
just an ad campaign.

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Some Major Statistics to support Social Media Marketing are –

• 93% of B2B marketers use social marketing to market their business

• 85% of marketers reported that the number one benefit of social marketing is generating
more business exposure
• 74% of marketers reported that social marketing has increased their site traffic
• 59% of marketers are using social marketing for 6 hours or more per week

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Steps followed to create a Social Media Marketing Campaign

• Share brief with agency - A company should approach a digital marketing agency with a
clear brief on what it requires to be done for its product.
• Define TG - The segmentation, targeting and positioning of the campaign must be effectively
chalked out so that various strategies can be followed for the various TGs
• Define campaign objective – The campaign objective has to be clearly laid out – how much
interaction a brand wants by the end of the campaign needs to be discussed with the agency.
• Agency to create plan - On the basis of the brief, TG and objective, an agency develops an
integrated social media marketing plan across the various social media channels which would
suit the fulfillment of the campaign objective optimally.
• Client to review the plan and give feedback – Finally the plan is presented to the client to
be reviewed and approved and the pricing structure for the plan is also presented.
• Final plan signed off – Once the feasibility of the campaign is discussed with the client and
the costing is approved by the financial department, the agency starts off with the campaign.

Channels and tactics of Social Media Marketing Campaign

A social media marketing campaign must be carefully oriented over all the different
channels available. This mainly covers –

• Social Networks

 Facebook
 Twitter
 LinkedIn
 Google+

• YouTube

• Presentation and Document Sharing –

 Quora
 Slideshare

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 • Photo and Image Sharing

 Pinterest

Besides controlling content across these mediums, various tactical posts can be posted to make
content relevant and come in the consideration set of consumers like -

• Blogging

• Commenting

• Bookmarking

• Podcasting

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 Analysis for Digital campaigns

#Facebook Insight

A powerful new Facebook Insights upgrade has arrived in an Admin Panel near you. The new
Insights has a 6 tabbed approach that breaks up statistics into specific categories and uses simpler
metrics. The updated Insights is available to all users and can be found under the Insights section
of the admin panel.

Here‘s a look at each of the new 6 categories in Insights. and some of the information that can be
derived from each:

Overview

This section gives admins a quick look at data from the last seven days. This includes:

 likes
 post reach
 engagement
 stats on the 5 most recent posts
Users do have the options to view all posts directly from the overview tab.

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 Likes

This tab is fairly straightforward — it is a detailed section reporting on everything to do with

likes: total page likes, new likes, and where page likes came from

Data points included in this section include:

 total page likes

 new likes (new likes – unlikes)
 where page likes came from
The charts can also be segmented by unlikes, organic likes, paid likes. Charts also include more
detailed statistics like ―Where Your Page Likes Came From.‖

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 Reach

This section features interactive graphics that showcase reach of your content that include
filterable metrics.

This section includes Post Reach that allows admins to see overall post performance that can be
broken down by with organic or paid reach.

Additionally admins can see:

 likes
 comments
 shares
 negative engagement
Lastly, admins can see total reach of the page.

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 Visits

This section allows admins to see overall activity.

Data points displayed include:

 page visits
 tab visits
 other page activity (posts by others, check-ins, offers purchases)
 external referrers
Again, all graphs include slick interactivity and can break down data even further.

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 Posts

For a full breakdown of post performance, the Post tab is your place. Not only can users see the
days when fans are online, but detailed, filterable post-by-post stats.

From specific post reach to engagement, to overall clicks each post can be analyzed for
performance.

People

This tab gives admins all of the demographic data that they‘ll ever need on their audience.

This includes:

 age
 gender
 geography
 language data
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Additionally users can compare their audience demographics vs. all Facebook to get better
insight into their audience makeup.

YouTube Analytics basics

YouTube Analytics lets you monitor the performance of your channel and videos with up-to-date
metrics and reports. There's a ton of data available in different reports (e.g. Views, Traffic
sources, Demographics).

YouTube Partners: Guide to your YouTube analytics

Learn the basics on using your YouTube analytics account to gain insights on your channel

Access YouTube Analytics directly through youtube.com/analytics. Or sign in to your YouTube

account and click on the arrow next to Upload at the top of the page, thenAnalytics. Then, use
the left hand menu to navigate to all the different YouTube Analytics reports.

Viewing data in YouTube Analytics

Here are some basic ways of viewing and understanding all the different types of data you'll find
in the various YouTube Analytics reports.

Filter your data

At the top of many reports you can get the precise information you're looking for by filtering
your reports by Content, Geography, and Date.

Line chart

Line charts show how your video data has changed over time. You can customize the following
options:

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  Date granularity: Charts can be displayed with data points in daily, weekly, or monthly
increments.
 Compare metric: Select a second metric for comparison, which will be displayed on the
graph. For example, you can plot Viewers next to Unique Cookies.

Multi-line chart

Multi-line graphs allow you to compare the performance of up to 25 videos, channels or

geographies over a specific time period at one glance in a number of reports. By default, the top
five line items are selected and displayed in differently colored lines, but you can customize your
selection to view all the content you‘re interested in. In addition, it‘s possible to compare the
selected items to the total value by selecting ―Show totals‖ in the top right. Note that in this view,
it‘s not possible to add another metric.

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Stacked area

This view shows how data of selected videos, channels or geographies relate to their total and
enables you to easily compare performance and determine trends. Similar to Multi-line charts,
the top five line items are selected by default and you can customize this selection further by
choosing up to 25 items.

Interactive map

The interactive maps show where your video is being viewed. Darker areas on the map mean that
more people are watching your video in that location. You can also hover your mouse over
countries on the map to see detailed data for that country.

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Twitter Analytics

Our analytics give you the ability to track multiple components of your Twitter Ads activity,
learn more about the behavior of your customers and adjust your campaign to drive better results.

Watch your Promoted Tweets and Accounts perform in real time.

It‘s simple. You‘ll see the fundamental metrics for your Promoted Tweets and Accounts
campaigns, including impressions, Retweets, clicks, replies and follows, as they happen. Larger
brands can also see these metrics for their Promoted Trends.

Timeline is on your side.

The timeline activity dashboard provides a comprehensive look at all of your activity on Twitter.
See how every single Tweet performs with mentions, follows, reach and more. Then look for
insights, trends and opportunities to optimize.

Find out what makes your followers tick.

Use the Followers dashboard to learn more about your audience. Keep track of the growth of
your follower base and get valuable insights about their interests, geography and engagement.

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Aramusk Campaign – Brand Repositioning, Activation & Digital Communication Ideas

Companies when estimating the success of any digital campaign on Facebook look at the
engagement rate for the content or contest that is running on the Facebook page. For this
Facebook, provides an option of Page metrics from, which the overall success of the campaign
can be judged and future improvements can be made. Campaigns on Facebook are designed to
increase the following four metrics, which gives the engagement rate of the users.

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 1. Total Likes: It refers to the number of unique ‗likes‘ as of the last day of the selected
date range.
2. Friends of Fans: It refers to the unique people who are friends with fans on the last day
of the selected date range.
3. Total reach: Number of unique people who have seen any content related to the page
during the selected range.

The audience on Facebook can be reached through the three following methods.

1. Organic Reach: It refers to the unique users who saw the post in their news feed or on
the page itself.

2. Paid Reach: It refers to users who saw the post through an ad on Facebook.

3. Viral Reach: It refers number of users who saw the post because a friend has published it
on their wall.

It was also found that the main objective of a company is to generate organic or viral reach as it
is cost-effective, but because Facebook has over 1 billion users it becomes difficult. A paid reach
is what is used by the majority of companies to increase reach and engagement on the largest
social networking site.
It was also observed that though Aramusk had close to 1 lac likes on Facebook, the engagement
rate and reach of the brand had reduced drastically in the past one year. The brand wanted to
capture the Indian market and increasing engagement on different social media platform was the
leading way to achieve this objective. Additionally, according to reports, the Indian cosmetic
industry is expected to reach $510 million mark by the end of 2017 and the fragrance market is
60% dominated by men. The following statistics were kept in mind before designing the full
campaign as there is a huge potential for deodorants and perfumes.

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The following properties about Aramusk were analyzed and tabulated as follows:

Properties Where we are Where we want to be

Good Products‘
Perception India‘s First Deo - Soap brand
company

Create a space where customers

Emotional connect Low connect emotionally with the
Brand

Reconnect the Indian

audienc with the
brand
Knowledge about the brand Information – based

Create a buzz around Aramusk to

Clutter breaking approach Innovative Approach leave a lasting impression in the
customer‘s mind

Presence on Social Media Twitter and Facebook Pinterest, YouTube

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The campaign on Twitter was designed to increase the engagement on the social media platform.
Engagement of Twitter is calculated based on the three key metrics, which are:

 Replies: Replies are when a fan or the company‘s follower directly sends a Tweet using
the brand handle of that particular company. The Tweet is visible on the page of the
company and people who follow it.

 Reach: Reach on Twitter is the sum of all users who mention the brand and their
followers. It is the leading metric to expand the business because higher the reach, more
customers get connected with the brand, which later can actually become lifetime
customers.

 Potential Impression: It is the total number of times a tweet from the company‘s
account appears in the main feed of the user. It is calculated for a given period of time. It
is important because it demonstrates the impact on the audience you connected indirectly.

Aramusk was focusing primarily to trend a Hashtag related to fragrance. The objective was to
increase and maximize replies, reach and potential impressions of the brand to increase its
clientele.

It was also found that every brand today in order to leave a lasting impression in the minds of the
customer is looking for a clutter breaking approach, which can easily set the brand apart from all
its rivals and counterparts. A clutter breaking approach is an out-of-the box, creative and
innovative idea.

For e.g. Frito lays enhanced the customer base and created a buzz through their campaign ‗Do us
a Flavor‘, which created a huge buzz and noise on the social media platforms. The Facebook
page saw an average visit of 25,000 users talking about it and the increase in the visitor‘s
percentage grew by almost 4500%. More than 3.6 million flavors entries were received. The
brand managed to break the clutter and penetrate the Indian household.

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A majority of brands, today lack the clutter breaking approach and during the course of
internship it was found that a majority of the clients were looking for an out-of the box ideas to
increase their penetration in the respective target audience.

For the brand Aramusk similar things were kept in mind and a clutter breaking approach was
applied, which involved engaging the users through a Fragrance Meter, which read the
fragrances of the deodorants a customer used and give a reading informing the customer how
long their fragrance will last. The idea was to create buzz and amplify it on social media and
website to help the brand position itself in the target audience.

During the course of internship it was also found that brands look for icons who directly relates
to the brand and who can emotionally connect with the audience easily.

It was also found that emotional connect with the audience is extremely necessary for a brand to
thrive in today‘s competitive market.Since the brand Aramusk was on a relaunch phase, it was
important to connect back to the old days where it was a huge success and refresh the memories.

It was also found that with a more than 66% people using smartphones today, it becomes
essential to link the brand by creating a mobile app to engage the users. Based on the findings,
two apps for the brand Aramusk were suggested for their social and digital media campaign.

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 Some of the campaigns snap shots are shown below:

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 Interpretation and Conclusion

It is found that to attract traffic on any social media platform, it is extremely essential to
update regularly with content, which is coherent and relevant to the users. Customers can be
attracted through the following methods:

 A clutter breaking approach

 Collaboration with another big brand or event occurring.

 Increase the presence on social media platforms.

 Regular interaction with the clients is extremely essential as the brand can easily get
lost in the internet ocean.

 Using paid services of the social media platforms to reach the target audience.

 Focus on the brand value and equity of the brand.

 Enhancing customer engagement in all possible ways.

 The consumer should get the message of brand attributes rather than category
attributes.

 Communicate the life of life.

 Gratification on the social networking sites increases reach and engagement. It also
creates brand loyalty.

 On-ground events in malls and crowded market places play a major role in making the
marketing campaign successful.

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  It is very essential to track various metrics of such platforms because it will help to
find out the mistakes in the current campaign and assist in creating more successful
campaigns in the near future.

There is a lot of competition in the vast arena of Digital and Social Marketing services,
to stay abreast the competitors should be tracked, analyzing their tactics is also
important.

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 Recommendations

 With immense use of tablets, laptops, desktops, palmtops and smart phones, a brand
should design their website and become omnipresent. This is essential for creating
mobile apps and websites. Websites should be optimized for mobile phones.

 Personalized content is the requirement of today‘s customer. Brands need to build

contextually-relevant content, which portrays the brand in an exemplifying way. The
content should have the power to fulfil the requirement of each segment of the
customers.

 Search engine optimization should be included in every digital marketing campaign

because it increases visibility on the internet and assists in generating leads.

 More than content video sells faster on any social media networking site. Therefore,
the focus should be to include more quality video content on such platforms.

 The pros and cons of every social media platform for the brand should be analyzed
before entering into it. The analysis comes in handy and to a great extent determines
the overall success of the campaign.

 Competitor analysis should be done in-depth to understand their success or failure

reason and learn from the mistakes they have committed.

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 Bibliography

 Books 

 Marketing Management: A South Asian Perspective by Philip Kotler 
Audience: Marketing in the Age of Subscribers, Fans, and Followers (Jeff Rohrs)
Study/Project Material: Runtime Solutions document

 Internet www.runtime-
solutions.com 

http://www.internationalist-awards.com/digital_2013/Silver-Frito.html 

http://mashable.com/2014/04/23/data-online-every-
minute/?crlt.pid=camp.sahXbPECYjih

http://www.snydergroupinc.com/2014-stats-comparison-top-6-social-media-
platforms- infographic/

http://www.emarketer.com/Article/Social-Networking-Reaches-Nearly-One-
Four- Around-World/1009976

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