Social Media Marketing

By
Dr. GARIMA SRIVASTAV
Ph.D (Fulltime with Research Fellowship)
BIRLA INSTITUTE OF TECHNOLOGY –MESRA RANCHI.
Executive Programme (Marketing Analytics)-IIM-KASHIPUR
09-02-2020 06:57:18 1
• https://www.youtube.com/watch?v=_PWqIMQux-g-what,why
• https://www.youtube.com/watch?v=l_Ei7CxXwuo
• https://www.youtube.com/watch?v=8rwyvoywT24-trends
Defining Traditional Marketing
• There are many facets of Traditional Marketing and examples might
include tangible items such as business cards, print ads in newspapers
or magazines.
• It can also include posters, commercials on TV and radio, billboards
and brochures. Traditional marketing is anything except digital means
to brand your product or logo.
• Another overlooked means of traditional marketing is when people
find a particular business through a referral or a network and
eventually you build a rapport with them.
Defining Digital Marketing
• The world of digital marketing continues to evolve and as long as technology
continues to advance, digital marketing will as well. Examples of digital marketing
include things like websites, social media mentions, YouTube videos, and banner
ads.
• Specifically, digital marketing is similar to traditional advertising, but using digital
devices. However, digital marketing is considered a form of inbound marketing
and its goal is for people to find you. Businesses put content (or ads) out for
individuals to find.
• People may conduct an organic online search, a paid search, find your business
on a social network or by reading content that has been published online such as
a blog or an article.
• The more they see you or your content, the more familiar they will become with
your brand and they will eventually develop a trust and a rapport with you
through this online presence.
Benefits of Traditional Marketing

• You can easily reach your target local audience

• The materials can be kept.
• It's easy to understand.

Demerits:
• There is very little interaction between the medium used and the
customers.
• Print or radio advertisements can be very costly.
• Results on this marketing strategy cannot easily be measured
Benefits of Digital Marketing

• You can target a local audience, but also an international one.

• Your audience can choose how they want to receive your content.
• Interaction with your audience is possible
• Digital marketing is cost-efficient.
• Data and results are easily recorded.
• Level playing field:
• Real time results.
• Brand Development:
• Viral
10 Social-Media Trends to Prepare for
• 10 Social-Media Trends to Prepare for in
2019
• Rise of augmented reality
• Increasing popularity of Instagram Stories
• Continued investment in influencer
marketing
• Increasing brand participation in messaging
platforms
• Expansion of live streaming
• Rethinking Twitter
• Digital hangouts go mainstream
• Facebook Spaces goes mainstream
• Social platforms embrace stronger
governance policies
• https://www.youtube.com/watch?v=oH_LfXnklRw - AR
• https://influencermarketinghub.com/12-influencer-
marketing-examples/
• https://www.youtube.com/watch?v=dkU2--EoVkw
• https://www.youtube.com/watch?v=PVf3m7e7OKU SPACE
• 10 Social-Media Trends to Prepare for in 2019.
• Social CEOs will become the new norm.
• User-generated content will make brands' efforts
more authentic
• LinkedIn Dynamic Ads are making ads more
personal.
https://business.linkedin.com/marketing-
solutions/dynamic-ads
• Social listening will give brands an edge.
• https://www.jeffbullas.com/social-listening-
examples/
• https://blog.hubspot.com/service/social-listening-
tools.
• The Instagram Stories feature isn't slowing down.
• Chatbots aren't going anywhere.
• Dark social will prompt marketers to look beyond
social share counts. https://www.inc.com/john-
hall/7-social-media-trends-brands-need-to-know-
to-prepare-for-2019.html
Digital Marketing
• Search Engine
• Website
• Social Media
• Mobile Apps
• Email
• Inbound
• Viral marketing
Search engine optimization
• SEO is the process of affecting the online visibility of a website or a
web page in a web search engine’s unpaid result.
• It is the process of getting traffic from the “free” “organic” “editorial”
or “natural” search on search engine.
• https://thoughts.duoconsulting.com/blog/6-Examples-Strong-
Homepage-SEO-Optimization
• https://www.greenflagdigital.com/homepage-seo/
• https://www.youtube.com/watch?v=K144o_r4J9Y
• https://www.youtube.com/watch?v=jhnNOlhPbyc
PPC
• PPC stands for pay-per-click, a model of internet marketing in which
advertisers pay a fee each time one of their ads is clicked. Essentially,
it's a way of buying visits to your site, rather than attempting to
“earn” those visits organically. Search engine advertising is one of the
most popular forms of PPC.
• https://www.youtube.com/watch?v=HoRyj4z1Bc4
• https://www.semrush.com/blog/click-through-rate-ctr-importance-
for-seo-and-ppc/
 Digital Marketing Strategies
Internet Marketing

The Internet, far more than

any other medium, has given
consumers a voice, a
publishing platform and a
forum where their collective
voices can be heard, shared
and researched, creating a
more powerful and educated
audience than ever before
A skyscraper ad is a tall and narrow
banner advertisement usually placed to the
right of content on a Web page. Standard
dimensions for a skyscraper ad are 160 X
600 pixels. Like another popular type of
Internet ad, the leaderboard, the
skyscraper offers an advertiser a large space
for a message.

Digital Marketing Strategies
Consumer-Generated
Media (CGM)
Encompasses the millions of
consumer-generated
comments, opinions and
personal experiences posted
in publicly available online
sources on a wide range of
issues, topics, products and
brands
https://blog.hubspot.com/ma
rketing/digital-strategy-guide
Also referred to as Online
Consumer Word-of-Mouth or
Online Consumer Buzz
https://blog.hubspot.com/mark
ting/internet-marketing
https://www.youtube.com/watc
?v=zP2U_GL2yuk
http://wish.org/content/disney/
hare-your-ears?cid=WBST-
SHAREYOUREARS-MICROSITE
https://www.youtube.com/chan
el/UCx7J37QuXsGL7QG6SMIpqK
Activity-1

Complete a search in Google for a hotel in USA city center and

identify how many ads are positioned on the page in total.
Note their positioning – top and/or right hand side.
Now complete a search for Museums in New York.
1. Does a carousal appear at the top?
2. Click on one of the listings, does a knowledge graph panel
appear on the right hand side?
3. Note where is the information is feeding from e.g. Wikipedia,
Google My Business Listing (local listing) etc.
Activity 2

Now that we have shown you the standard and more customized display ads available online.
Take 15 minutes to go online to 5 of your favorite websites.
Identify which banner ad formats are present on the page.
Consider how the size/ format has benefited the overall design of the ad and if it could have been
improved upon.
Activity 3-Integrated Marketing Campaign

You have been allocated a sizable budget of 5 lac. This is for a fully integrated
marketing campaign. You are a travel agency working on behalf of a cheap package
holiday company. You want to invest money in display advertising. Devise a marketing
plan, with both online and offline media. Remember display is a branding metric not a
revenue generator.
 Digital Marketing Strategies
Consumer-Generated Media (CGM)

1. Blogs
2. Message boards and forums
3. Social media
4. Discussions and forums on large email
portals (Yahoo!,AOL, MSN)
5. Online opinion/review sites and
services/ feedback/complaint sites
 Digital Marketing Strategies
Mobile Marketing

Mobile marketing refers to two

different marketing means: one
refers to marketing on or with a
mobile device (such as a mobile
phone) while the other (more
traditional) is meant to describe
marketing “on-the-go”
 Digital Marketing Strategies

“Apps”

Apps are individual

Apps have recently software programs
gained a lot of designed to run on the
popularity among Internet, computer, phone
consumers or other electronic device
typically designed to
increase functionality or
ease of use
 Digital Marketing Strategies

In June of 2013, Apple announced that 50 billion

apps had been downloaded from their online “apps”
store, up from 30 billion apps in June of 2012
• Viral marketing consists of creating a creative campaign that can
spread in a massive or viral way among the public in order to increase
sales of products or services; Or the positioning of a brand and
through the use of a set of techniques such as public relations,
Internet and social networks, among others
https://www.thequint.com/news/politics/congress-vs-bjp-2019-social-
media-battle
Acquiring & Engaging Users through Digital
Channels:
• https://www.smartinsights.com/digital-marketing-strategy/customer-
acquisition-strategy/5-digital-marketing-trends-increased-customer-
acquisition-2016/
Understanding the relationship between
content and branding and its impact on sales,
• Content marketing is a broad spectrum of marketing activities with free content at their center.
• Blogs, articles, white papers, newsletters and micro sites are all examples of content marketing.
• Branded content is a type of content marketing activity where a brand sponsors a piece of
content in a well known publication.
• The content is typically written by the editorial team and deals with an important topic for the
target audience.
• These are often well researched pieces of journalism that take a lot of time and resources to be
put together. For this reason, companies use this opportunity to “brand” this content in order to
establish thought leadership and show that they are at the cutting edge of current industry
thought.
• Content Marketing is when you use content to indirectly market your company, services, or
products.
• branded content is associated more with advertorials, sponsored content, and any other content
that is generally more self-serving and biased to a brand—where your content is more explicitly
selling a product or perspective and where you’ve paid to use someone else’s platform to draw
attention to your self-promoting content.
Example of branded content
• https://blog.printsome.com/branded-content-examples/
• Example-content marketing
• Hubspot
• When you think of examples of content marketing done right, Hubspot’s always
on the list. In addition to creating a free tool as a growth hacking strategy,
Hubspot has used content marketing by:
• Writing in-depth blog posts about the issues their visitors care about
• Adding content upgrades such as ebooks to their blog posts
• Creating an educational and content sharing hub, Inbound.org(which
gets 321,000 visitors each month) and provides a great opportunity to promote
its certification and partnership programs
• Creating videos for Facebook and using LinkedIn to send traffic to those videos
It must be working, because Hubspot is a multi-million
dollar company.
• https://www.ppchero.com/adwords-vs-adsense-whats-the-difference/
• https://www.thebalancesmb.com/affordable-and-effective-online-marketing-
2948408- online campaign management.
Search Marketing-SEM vs. SEO

• SEM versus SEO: What's the difference?

• Generally, "search engine marketing" refers to paid search marketing, a
system where businesses pay Google to show their ads in the search
results.
• Search engine optimization, or SEO is different because businesses don't
pay Google for traffic and clicks; rather, they earn a free spot in in the
search results by having the most relevant content for a given keyword
search.
• Both SEO and SEM should be fundamental parts of your online marketing
strategy. SEO is a powerful way to drive evergreen traffic at the top of the
funnel, while search engine advertisements are a highly cost-effective way
to drive conversions at the bottom of the funnel.
Search Engine Marketing
• https://www.yola.com/blog/seo-sem-and-ppc-an-easy-intro-for-small-business-part-
2/

• Keywords: The Foundation of Search Engine Marketing

• Keywords are the foundation of search engine marketing. As users enter keywords (as
part of search queries) into search engines to find what they’re looking for, it should
come as little surprise that keywords form the basis of search engine marketing as an
advertising strategy.
• SEM Keyword Research
• Before you can choose which keywords to use in your search engine marketing
campaigns, you need to conduct comprehensive research as part of your keyword
management strategy.
• First, you need to identify keywords that are relevant to your business and that
prospective customers are likely to use when searching for your products and services.
One way to accomplish this is by using WordStream’s Free Keyword Tool
• Simply enter a keyword that’s relevant to your business or service, and see
related keyword suggestion ideas that can form the basis of various search engine
marketing campaigns.
• Keywords and Account Structure
• Another crucial aspect of keywords that is essential for the success of
a search engine marketing campaign is account structure.
• Logical keyword grouping and account structure can help you achieve
higher click-through rates lower costs-per-click, and generally
stronger overall performance, and keyword research can help you
think about how to best structure your account.
• AdWords and Bing Ads accounts should be structured in the following
way for optimal results:
• The Search Engine Marketing Ad Auction
• https://www.wordstream.com/search-engine-marketing
Quality score
• Quality Score is Google's rating of the quality and relevance of both your
keywords and PPC ads. It is used to determine your cost per click (CPC) and
multiplied by your maximum bid to determine your ad rank in the ad auction
process. Your Quality Score depends on multiple factors, including:
• Your click-through rate (CTR).
• The relevance of each keyword to its ad group.
• Landing page quality and relevance.
• The relevance of your ad text.
• Your historical AdWords account performance.
• No one outside of Google knows exactly how much each factor “weighs” in the
Quality Score algorithm, but we do know that click-through rate is the most
important component. When more people who see your ad click it, that’s a
strong indication to Google that your ads are relevant and helpful to users.
Accordingly, Google rewards you with:
• Higher ad rankings
• Lower costs
• The Importance of Quality Score in SEM
• Given that Google AdWords’ Quality Score comprises half of the ad
rank formula, it is one of the most crucial metrics search engine
marketers can focus on. High Quality Scores can help you achieve
better ad position at lower costs, because Google favors ads that are
highly relevant to user queries.
• In the table below, you can see that although Advertiser 1 has the
lowest maximum bid, they have the highest Quality Score, meaning
their ads are given priority in terms of placement during the ad
auction:
• WordStream Advisor and the 20-Minute Work Week
• WordStream Advisor’s 20-Minute Work Week has revolutionized paid
search management for thousands of businesses. intelligent,
customizable alerts highlight areas of your AdWords and Bing Ads
accounts that are performing strongly, and identifies areas in which
improvements can be made for immediate results.
• WordStream’s AdWords Performance Grader- One of the most
challenging aspects of search engine marketing is understanding
which parts of your campaigns need attention and which are
performing well. To find out how well your account is doing, try
WordStream’s free AdWords Performance Grader
• Wasted spend
• Click-through rate
• Quality Score
• Negative keyword usage
• The WordStream AdWords Performance Grader is absolutely free,
so get your grade today and start making immediate improvements to
your search engine marketing campaigns.
• https://www.ionology.com/digital-transformation-framework/
• https://brand24.com/blog/the-importance-of-web-security-in-digital-
marketing/
• https://www.marketingtechnews.net/news/2018/nov/07/exploring-
untapped-opportunity-transaction-moment/
AdSense

Google AdSense is a program run by Google that

allows publishers in the Google Network of content
sites to serve automatic text, image, video, or
interactive media advertisements, that are targeted
to site content and audience. These
advertisements are administered, sorted, and
maintained by Google

https://www.sitepoint.com/how-to-monetize-your-
website-with-google-adsense/
Difference between Adword and Adsense
• Adword is where you can place ads for your business on different sites. Adsense is where
you sign up to allow ads on your page and they pay you each time someone clicks on it.
• Adwords allows you to advertise on the Google search results pages (and the network of
partners) while Adsense is the platform to use as a publisher to display Google Ads on
your website.
• Adwords is the platform you can use as an advertiser to show your ads on the Google
Search Results Pages, partner websites or the Google Display network (websites that
show Google Ads).
• Adwords is that you only pay when someone clicks on your ad (Pay Per Click). When you
create an account with Adwords, you can create your advertising campaigns, choose
your ads and budget, decide where your want the ads to appear and Google will only
charge you when someone clicks on the ads.
• Adsense is the platform you can use as a webmaster or blog owner (we call these a
‘publisher’) so that Google ads are shown in your website. When someone clicks on an
ad that is shown on your website you will get paid a portion of what the Adwords
advertiser pays.
• AdSense is an advertising sales channel, AdWords is a media buying channel.
• AdSense is shown on webpages, AdWords is on Google SERP (search engine result page)
• AdSense enables adaption of the ad with the page content, AdWords ads are shown on
specific search result
• Google AdSense is advertising network that automatically shows text, image and video
format ads in a specific webpage that correspond to the content of an ad. Google
administers the ads itself and a web page owner can earn profit based on CPC (cost-per-
click) or CPM (cost-per-impression). On the other hand,Google AdWords represents ads
on Google search that companies buy in PPC (pay-per-click) principle. The ads are shown
according to search results that ensure the ads are targeted.
The similarities of AdSense and AdWords
• Measurable results
• Directed to target group
• AdSense and AdWords don’t require any extra fees for registration. There are no long
term contracts. You can easily give up from the service at any time desired.
• AdSense and AdWords are easily measurable with statistics. AdSense account includes
different reports that help you optimize ads better and follow the results. AdWords
allows you to keep track of the amount of clicks and other important indicators that help
to improve your ad texts.
• AdSense is a comfortable choice for a rather smaller webpages who cannot sell their ad
space on their own. AdWords is mainly meant for self-promoting. Managing Google
AdWords may turn into too time consuming process which is why it is recommended to
use professional help. Google certified partners are trustworthy and they can offer you a
better clickthrough rates (CTR) and a lower cost-per-click (CPC). AdSense, on the other
hand, is really easy to manage and should be executable for every prospect.
using marketing analytic tools to segment, target
and position;
• Marriott International® owns a number of different hotel chains that
target specific consumer groups.
• For example, Courtyard by Marriott® hotels focus on travelers on the
road, who want a nice, clean place to stay during their trip; Ritz-
Carlton® hotels target those who don't mind paying a premium for
luxury; and Marriott ExecuStay® hotels are aimed at professionals
who need a longer-term, comfortable place to stay.
• As you can imagine, Marriott International doesn't communicate the
same marketing message to all its customers. Each hotel is designed
and positioned to appeal to the unique wants and needs of a specific
group.
• Step 1: Segment Your Market
• Demographic – By personal attributes such as age, marital status,
gender, ethnicity, sexuality, education, or occupation.
• Geographic – By country, region, state, city, or neighborhood.
• Psychographic – By personality, risk aversion, values, or lifestyle.
• Behavioral – By how people use the product, how loyal they are, or
the benefits that they are looking for.
Example
• The Adventure Travel Company is an online travel agency that
organizes worldwide adventure vacations. It has split its customers
into three segments, because it's too costly to create different
packages for more groups than this.
• Segment A is made up of young married couples, who are primarily
interested in affordable, eco-friendly vacations in exotic locations.
Segment B consists of middle-class families, who want safe, family-
friendly vacation packages that make it easy and fun to travel with
children. Segment C comprises upscale retirees, who are looking for
stylish and luxurious vacations in well-known locations such as Paris
and Rome.
Step 2: Target Your Best Customers

• profitability of each segment

• analyze the size and potential growth
• how well your organization can service this market.
• Example-The Adventure Travel Company analyzes the profits, revenue
and market size of each of its segments. Segment A has profits of
$8,220,000, Segment B has profits of $4,360,000, and Segment C has
profits of $3,430,000. So, it decides to focus on Segment A, after
confirming that the segment size is big enough (it's estimated to be
worth $220,000,000/year.)
Step 3: Position Your Offering

• Analyse Marketing Mix

• USP
• VALUE PREPOSITION
• Example-The Adventure Travel Company markets itself as the "best eco-
vacation service for young married couples" (Segment A).
• It hosts a competition on Instagram® and Pinterest® to reach its desired
market, because these are the channels that these people favor. It asks
customers to send in interesting pictures of past eco-vacations, and the
best one wins an all-inclusive trip.
• The campaign goes viral and thousands of people send in their photos,
which helps build the Adventure Travel Company mailing list. The company
then creates a monthly e-newsletter full of eco-vacation destination
profiles.
Key Points

• The STP Model helps you position a product or service to target

different groups of customers more efficiently. This three-step
approach helps you quickly zoom in on the most profitable parts of
your business, so that you can fully exploit the opportunities these
offer.
• To use the model, start by segmenting your market into groups. Next,
choose which of these you want to target. Last, identify how you
want to position your product, based on the personality and behavior
of your target market.
security and privatization issues with digital
marketing
• https://brand24.com/blog/the-importance-of-web-security-in-digital-
marketing/
• https://www.tripwire.com/state-of-security/security-awareness/6-
common-phishing-attacks-and-how-to-protect-against-them/
• https://www.youtube.com/watch?v=9TRR6lHviQc
 online community
• Online communities are made up of like-minded people and run the spectrum from sports, to
history, to business.…But every community can be classified into one of these five
categories.…And that is interest, action, place,…practice, and circumstance.
• First let's go over interest.…These are communities of people who share the same interest or
passion.…A great example of that is the Starbuck's Facebook page…where over 35 million fans
are united…by their interest in the brand and coffee.…
• The second category is action.…These are communities of people…trying to bring about
change.…Activists fall under this type of community.…And a great example of a highly engaged
community…that takes action is change.org.…
• It's a place where people create and share petitions…while finding and connecting with like-
minded people…to join in on their cause and to mobilize.…The third category is place.…These
are communities of people…brought together by geographic boundaries.…
• Think neighborhoods, schools, and cities.…A great example are buy and sell groups on
Facebook.
• https://www.linkedin.com/learning/social-media-marketing-managing-online-
communities/what-is-online-community-building
examples
• Hacker News.
• Hacker News is one of the biggest news sites in the tech industry. The
target audience is web developers and software engineers. Posts on
the site talk about the latest developments in the tech world, and
products and blog posts that get on the front page tend to generate
significant traction.
• Hacker News gets over 1.6 million page views and 100,000 unique
visitors a day. If you link up a popular post that gets traction within
the community, you could land on the front page and get tens of
thousands of visitors to your site
• Product Hunt.
• Product Hunt is a forum for discovering cool tech products from around the
world. Its initial users included venture capitalists and startup founders
from the Bay Area. They also have in-person meetups with hundreds of
attendees. Many tech companies have used Product Hunt as a launching
pad.
• Tropical MBA.
• TropicalMBA is a targeted group of location-independent entrepreneurs
(many of whom sell SaaS products or services). Members pay a quarterly
subscription fee to be part of the group, where they help each other out
with challenges that come with growing a business. By paying to be part of
a group, you can increase your chances of getting higher quality customers.
• Facebook groups.
• You can also join and add value to Facebook groups within your niche.
Some groups are more valuable and targeted than others — typically,
Facebook groups that are started and nurtured by influencers in an
industry tend to have pretty high-quality discussions.
Customer co creation
• According to the Huffington Post, 70 percent of companies that deliver
outstanding customer experience rely on customer feedback. Smart brands
have long since realized that it’s customers control whether a product or
service goes to market successfully.
• Co-creation, the process where brands and consumers work together to
create better ideas, products and services, is a happy medium. Brands still
steer product innovation but customers have a seat at the (head of the)
table.
• Co-creation brings a blend of ideas from direct customers or viewers which
in turn creates new ideas to the organization.

• https://www.visioncritical.com/5-examples-how-brands-are-using-co-
creation/
activity
• https://blog.hootsuite.com/steps-to-create-a-facebook-business-page/
• Log into your Facebook account and set up a page for your business or a
trial one to use for the practical elements. If you don’t have your own
business, create a fictional business or use the one mentioned in the
previous exercises.
• Complete the full set up including:
• About details
• Adding profile picture
• Preferred page audience

• Now that you are in the page, locate the Settings Button (top navigation)
and ensure that all sections are completed
activity
• If you are using an existing Facebook page you will be able to see Page Insights (new
pages must have interactions before any Insights will be reported).
• Open Insights and note any anomalies :
• Are the correct people connected with your page – age, gender and location?
• Are the correct people engaged with your page – same group as you are targeting?
• What posts are getting the best engagement – note what media they are e.g. images,
videos, links, status updates?
• Note the time of posts that get the best engagement
• Note what time your fans are on Facebook – are there any peaks and troughs during
the week that should be noted?
• Do you have any negative feedback (Posts report and filter Likes, Comments, Shares
columns to Post Hides, Hides of All Posts, Reports of Spam). Note any posts that resulted
in negative feedback.
• Add pages to watch in your Facebook Page Insights. This can be
completed by everyone, those with existing and new business pages.
• Choose 5 competitor pages and add them to the pages to watch
(bottom of Overview section).
• Note which page is top of the list
• What posts worked well for them? Note images/ video used, text
(tone and amount) and engagement levels. Can you learn anything
from this?
•
• Choose a competitor.
• Search for their Facebook page using the search bar and open their
page.
• Under the profile images click on People.
• What per cent of their fan base are engaging (talking about) the
page?
• How many people have checked in at their location?
• How many new page likes do they have?
Activity

• Assume that you are starting a new fashion portal and intend to
promote online sales of garments:
• Give name to the portal .design an internet marketing strategy for the
venture.
• Discuss how you will create –blog, facebook page and online
community.
• Discuss on its online advertising and CRM.
BLOG
• Create a blog
• Sign in to Blogger.
• On the left, click the Down arrow .
• Click New blog.
• Enter a name for your blog.
• Choose a blog address, or URL.
• Choose a template.
• Click Create blog.
Understanding trends in digital marketing –
Indian and global context
• https://www.dqindia.com/digital-advertising-trends-in-india-vs-
international-market/
Activity 4

• Digital marketing via Blogs versus Video - Which is more effective?

• Pinterest marketing-
• https://blog.hootsuite.com/how-to-use-pinterest-for-
business/
Future of Marketing Gamification and Apps
• Gamification is the application of structure and mechanics of games (
points, rewards, levels, challenges, and trophies ) to the real world in order
to boost the engagement of users change their behaviour and solve
problems of various kinds.

• http://uduniversal.com/2017/01/25/future-marketing-gamification-apps/

• https://clevertap.com/blog/best-examples-of-app-gamification/

• https://yukaichou.com/gamification-examples/top-10-education-
gamification-examples/
 NIKE-FUEL BAND
• https://www.youtube.com/watch?v=4CyA-F-1XG8 - VIDEO

• Case study highlights

• • By using gamification Nike is able to motivate its customers and track their physical activity in order to market
directly to them in the future
• • The Zombie Run! app which works with the Nike Fuelband adds excitement into everyday runs
• • Nike has increased engagement with its customers through gamification
• The challenge
• Nike wanted to increase its engagement with customers using their Nike+ running app. Gamification is typically
used as part of a marketing campaign or for promotional purposes.
• Nike however incorporated gamification into its running app Nike + Fuel which enables users to track their
physical activity. The game part of the app enables users to compete against each other in their daily amount of
physical activity.
• The solution
• The app collects personal data from users and keeps a close update on their physical activity, displaying their
latest achievements and overall performance. The Nike + app allows users to compare and compete with users
from all over the world when connected to social media.
• The app measures sports performed transcribing them into points, rewarding users for their efforts. Customers
are rewarded with trophies and badges after completing different levels.
• When awards are won, consumers are encouraged to share their results on social media – increasing the brands
presence and visibility on platforms.
• Users can connect to the especially build Zombies Run! app. When running
using the app, music from your playlist will be interrupted with radio
messages about you being chased by zombies, when you hear the warnings
you may need to run faster until you have reached the safe zone, or run to
pick up the cure for the zombie creating virus. The app makes mundane
running more interesting and creates a mission out of an everyday run.
As well as running away from Zombies, users can also use the Nike + app to
play “tag” against people running near them.
• The results
• The game greatly boosted Nike’s customer loyalty and the system allowed
Nike to collect high amounts of data over a long period of time. Nike could
then use this data to market their products and services directly. The
information led to increased productivity of R&D and digital marketing.
Social mention
• Social Mention is a social media search and analysis platform that
aggregates user generated content from across the universe into a
single stream of information.
• It allows you to easily track and measure what people are saying
about you, your company, a new product, or any topic across the
web's social media landscape in real-time.
• Social Mention monitors 100+ social media properties directly
including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.
• https://www.mentionlytics.com/blog/optimally-use-free-social-
media-monitoring-tools/
ACTIVITY 5
• Using your own business or referring to the previous fictional business:
• You are a 4* boutique hotel located in south ex, delhi and your main target
market is couples (30-45 age) and small weddings (200-400 guests).
Wedding packages are a new venture for the business. Most clients come
from North india and delhi ncr and this is the main location of the target
customers.
• Create your strategy under these headings:
• • What social media platforms will you use to reach your customers?
• • What tone and style of conversation should you adopt?
• • Who will speak on behalf of the organization?
• • What is the key demographic for your product?
• • What are the key regions for your product?
• • How you will respond to negative feedback or comments?
•
• Go to socialmention.com
• Search for a business name. It can be your own or someone else’s
• Note the sentiment score (positive to negative ratio)
• Note the passion score (likelihood of people mentioning the brand)
• Note the reach (measure of the range of influence)
•
• https://us.webnode.com/
• http://cms.dr-garima6.webnode.com/