Vaynermedia

The company was founded by Gary Vaynerchuk in the year 2017. Its headquarters is located in
New York city, USA. It is a full service advertising agency providing its services to its 100
clients across the company’s four major locations. The company does six businesses including
analytics, consulting and digital media. Some of the major clients of the company are GE and
Chase.It provides robust social media strategies to these big corporations. It provides
employment to more than 800 people and is working and earning efficiently.

Apart from VaynerMedia, it also has a Gallery Media Group and houses one of the famous
women’s lifestyle brand, PureWow and men’s lifestyle brand ONE37pm.

The main mission of the company is to provide their clients best social media strategies to
support their online marketing. The company does not segments its market and provides its
services to the firms of all the industries.

The four value proposition of the company are accessibility, convenience, performance and
brand/status.

The main asset of the company is its human resources which includes writers and art directors
that design its content according to the new prevailing technology. The company also joins hands
with other media companies to provide better and improved services to its customers. One of its
partners is Snapchat and with their combined efforts, they help brands to drive better business
outcomes on the app through paid distribution and creating and designing content for the
products to be advertised.

The main channels of the company are its website and its development team. It promotes its
services and offerings on social media pages and by participating in conferences and seminars.

The main source of revenue is the fees it charges for its services and offerings. The fees includes
retainer fees, campaign fees and media fees. The company earned a revenue of $131 million in
the year 2018 and expected to grow by 15% in the coming years.
Besides being a successful company, it is really reinventing advertising by providing speedy and
social media expertise to its clients and is becoming a giant company by delivering timely and
convenient services.

ANALYSIS OF TOOL USED BY COMPANY

1) “FACEBOOK”
Why we use facebook as a business strategy

 “Low cost strategy-Marketing Compaigns that can cost large amount of money can be used
through facebook for a fraction of cost.It is better for companies to test its compaigns through
facebook before investing in bigger compaigns
 Share information about business
 Share pictures and videos
 Talk to customers directly”
“How Vaynermedia is using Facebook as Business Strategy”

“The content strategy is predicated on a “reverse pyramid” model”

“It starts with a piece of “pillar content.” With the ceo personal brand, it takes the form of a daily
vlog, keynote, Q&A show, or another video that I do”. 

“Since they start from video, my team is able to repurpose that one piece of content into dozens
of smaller pieces of content, contextual to the platforms that we distribute them to”. 
“This could take many different forms — for example, if you’re not comfortable on video, you
could record a podcast. You might even film yourself recording the podcast so you could have a
video out of it as well. And from that video or audio clip, you can create content for Instagram,
Twitter, Facebook, LinkedIn, and more”. 

 “Brand awareness-As Vaynermedia is a media company that build brand by creating the
content to grab the attention of consumer.It uses facebook as a social media tool to
promote brand of various companies through facebook ads so that it can achieve its
objective to bring customer and company close”.

 “Video marketing-As Vaynermedia is used to create various advertisment of company’s

products and they prefer it to promote it through facebook.As facebook is getting more
daily watches than Youtube and we get direct responses.It can be easily sharable on
facebook”.

 “Increase the Traffic-We can easily drive traffic to our website through various links
and icons that is posted by the company like Vaynermedia posted links regarding their
agency and services they offered to customers.”

 Create 30-100 audience segments-“ It’s much more impactful to segment your
customer base into 20 – 100 segments, and create content specifically for each of those
segments.
”
 “It scedules your status updates-Vaynermedia post their content consistently and
facebook has a unique feature to schedule a post that appear on your page later this helps
vaynermedia to maintain status updates and promote new services they offer and track
the progress”
cC
 LINKEDIN

Strategies used by Vaynermedia

$1.80 Strategy- The $1.80 strategy is about engagement. It’s about seeing what posts and topics
can be relevant to the niche you’re playing in, and leaving thoughtful comments to build a
following.As Vaynermedia uses this Strategy to see what people are talking about.It is about
engagement of people.

There is a section called”What people are talking about”with the help of this section we can
search top 5 or 10 hastags related to any field You can also follow influencers and leave
thoughtful comments on the content they post.
There are so many different ways to engage. If you leave the best comment on a post that gets a
lot of reach, people will notice — especially if you stay consistent with it.

The reason why most people don’t do it is because it’s hard to implement. It’s hard to really
consume 90 pieces of content a day and leave a thoughtful comment on each of them.

 Native Articles on Linkedin-Other way to do this is by actually producing

content through video,audio or written form.On Linkedin the right way to
do this by writing native articles which is contextual to the business.
 HOST IN PERSON EVENTS-It is a strategy to host various conferences to get
clients.And then ask people to sign up by google forms based on there
answers Vaynermedia send various invitation by using this strategy.

LEARNING
 BY AVANTIKA SAXENA
JL19PG036

PERSONAL LEARNING
 I learn about services provided by vaynermedia and how it helps to bring customers and
company closer.
 I learn about various social media tools used by Vaynermedia for promotion and
increase engagement through the medium.
 I learn about various strategy like $1.80 on linkedin and custom audience for promotion
of the company
 I learn which tool is better for what purpose and its reach to the customers.

BY TANYA ARORA

PERSONAL LEARNING
The project has helped me understand how social media is becoming powerful weapon to
market the products of the organisation.Without Social media, it is very difficult for the
organisation to survive in this dynamic enivorment.organisations have to change their
communication strategies from time to time in order to work effectively and efficiently