Digital Marketing

Angela Shah 7055

Neha Ekhlaque 5429
Maha Siddiqui 7023
Nimrah Zubairy 7031
Rahema Ashraf 8458
Sarah Ahmed 9125
Nimra Shahzad 9165
Introduction

Ayojak is an online event management flagship launched by parent company signature

Technologies operating in India and USA. The main products offered by the company are

operational ticketing and social meets) and development products (event promote and

conference). It provided an end to end event organizing solution from event page creation,

ticket selling, social media promotion and customer support as well.

The main clients of Ayojak ranged from start-ups and mid size companies belonging to

sectors like entertainment, technology, sports and business.

The main content strategy of Ayojak focused on promotion of client’s event. However,

Panda(CEO) of Signature Technologies have decided to redesign its content strategy in order

to build the brand among stakeholders.

Products Analysis

Helped organizers
Helped people to to create
Sell tickets offline organize interactive
and online Social
professional social Conferenc
Managed end-to- Event
campaigns such as
Ticketing events end service such as quizzes and
Meets e
registration, Promote
contests.
logistics,
merchandising and
accommodation of
Catering to events large events,
such as seminars, enabled organizers conferences and Offered
entertainment to compile, manage exibition comprehensive
events, workshops, and communicate digital promotion
conferences and with attendees solution
tecnology events
Business Model

Event
Ayojak Attendees
organizer

AYOJAK acts as an intermediary between the event organizers and event attendees.

AYOJAK utilizes offline marketing efforts to market its products and mainly depended on

word of mouth. Therefore, social media acted a tool for AYOJAK to reach both the upstream

and downstream suppliers and customers.

Value Proposition

Event
AYOJAK Attendees
Organizer

Value Addition: Value Addition

 Ticket sale  Convenience

 Information about  Awareness
attendees
 Payment gateways
 Promotion on
social media
 Cost effectiveness
AYOJAK’s Social Media Strategy Analysis

Ayojak outsourced its social media activities to a Noida-based agency, the agency was given

clear objectives, deliverables and outlines mainly to increase the word of mouth and to build

its brand in the online event management industry was the primary objective of AYOJAK’s

social media strategy. Three social media platforms were used for this purpose: Facebook to

promote events of B2B clients, Twitter to interact with community members and to promote

and Corporate Blog that emphasized the products.

AYOJAK basically wanted to monitor the followings on social media to gather data of its

potential clients, Respond and engage with them to find their interests and get feedback,

amplify what AYOJAK offered and be honest with its customers.

Ayojak’s Existing Content Strategy And It Relevance

The focus of Ayojak’s current content strategy was to promote its events to potential and

existing B2B clients. The social media platform that they were using included Facebook and

twitter where majority of the content posted was related to client’s event news, quizzes and

contests and entertainment such as fun facts and quotes to keep the audience engagement rate

high.

The regular event updates on their social media page was not only promoting their clients

businesses but also helping keep the engagement rate up which was also one of the objectives

of their content strategy. Apart from these, client testimonials served as a positive

reinforcement for the target audience and helped create an image of credibility and truth

worthiness as a brand. This allows the brand to establish a distinguished brand identity with

its audience as well as brand awareness through word of mouth. Also, through these

platforms, announcements from the company’s end can reach the audiences as quickly as

possible and gives Ayojak, a bit of a control over the brand impression.
Social media platforms

Ayojak was using 3 platforms to implement its content strategy which included Facebook,

twitter and corporate blog. Facebook and twitter were used interchangeably for posting about

client events and interacting with audience while corporate log was used mostly to convey in

dept information and updates about the brand. It was evident that most of it’s post were

related to client events and they were consistently trying to tackle any query or negative

feedback that might damage the brand name.

Customer Engagement In Context Of Model Of Customer Engagement Behavior.

The customer engagement was done via social media by the company, mainly Facebook,

Twitter and Corporate blogs. A community of Ayojak members was built on these platforms.

The company engaged both B2B customers and end customers (event attendees). But the

company has realized that there is lack of sufficient customer engagement on the social media

platforms and hence company has to work on this for its promotion.

Customer engagement focuses on building a strong relationship with the customers by deeply

understanding their journey and how they interact with various brands both online and

offline. A model of customer engagement is given below which can be implemented:

 Follow these steps to create effective engagement:

1. Define your customer journey map: AYOJAK should try to understand deeply the

background of their customers; who they are and where they come from.

2. Identify points of interaction: The way the customers interact with AYOJAK can

help to identify customer engagement platforms.

3. Observe the customer’s behavior in real-time: In order to fulfill customer’s

requirement, it’s good to use analytics to observe the behavior.

4. Offer personalized service: Rather than generalized marketing its better that

AYOJAK address the current customer demands via offering personalized event marketing

services.

5. Observe how many prospects accept the offer and take action: AYOJAK should

follow up on the prompt actions by the customers. Measure how many activities to determine

the success of your strategy.

6. Observe how many of the engaged users bounced off without taking action:

Bounce rate indicates about the health of a company’s customer service and the experience

that is being offered by the customer engagement platforms.

7. Take feedback: More different one on one and personalized options can be adopted

by the company to collect feedback which can help to understand customer’s expectations.

Threat From Facebook Or LinkedIn.

Facebook and LinkedIn allow engagement with mass public as both social media networking

websites have inbuilt event feature wherein the marketers can promote their events among

their network members. The general details about the venue, timings can be added to ‘event’

and can be marketed through viral nature of the social media sites. Any member expressing

the interest in the event become the marketer of that event as his RSVP can be viewed by all
his friends list. Moreover, LinkedIn has a wide network base in business sector which can be

used to target relevant attendees for events like webinars, conferences, seminars. Therefore,

direct threat comes to AYOJAK because it is missing to leverage the minimal cost and

convenience of Facebook/LinkedIn. Contrary to this, the social platforms still do not have

online payment facility as AYOJAK which gives it a competitive edge. However once the

payment option is incorporated in the event feature, the social media sites will be getting

more business than any other online event management solution providers. Therefore,

effective social media strategy capitalizing increased visibility of social media with payment

option of AYOJAK can become win-win for the company.

New Social Media Strategy and Conclusion

AYOJAK Case highlights how social media platforms play a critical role. And specially

understanding your market and addressing the need. AYOJAK main point of differentiation

from their competitors was their effective content strategy. It was a key step towards their

access. And most of their clients to leverage were small sized companies.

New strategies should that they should venture into new social media platforms such as

YouTube and instagram. And they should used as their promotional tools to showcase their

content. Apart from this they can also expand into offline marketing services simultaneously

leveraging new platforms.