Social Media

Marketing – An
Overview
Submitted By:-
Harish K. Raman
Symbiosis Law School, Pune
(Constituent of Symbiosis International University)
BBA.LL.B(C)
P.R.N. No.-13010124268
E-Mail Address - harishkraman@gmail.com;
harish.raman@symlaw.ac.in
Rounak Biswas
Symbiosis Law School, Pune
(Constituent of Symbiosis International University)
BBA.LL.B(A)
P.N.R. No.-13010124001
E-Mail Address - rounak.biswas@symlaw.ac.in
 Social Media Marketing – An Overview

 Abstract –

The concept of marketing is not new in today’s world. Marketing strategies exist from time
immemorial. At the beginning of this century with the advent of social media platforms like
Instagram, Orkut, Facebook, Twitter, LinkedIn and YouTube; the concept of marketing has
undergone a sea change from Push Communication to that of Pull Communication. This
paradigm shift has left a deep impact on the economy as with the help of social media
platformswhere the manufacturers can track the success as well as suggestions related to their
products. Moreover through social media a tab can be kept on how many people have viewed
a profile and can work for betterment or increasing popularity of their products. Social media
has become a platform that is easily accessible to anyone with internet access. With its
phenomenally massive growth rate not only is it not only becoming a major factor to any
marketer but also a huge storehouse of marketing styles and techniques. This paper looks into
some of the campaigns that have happened with the help of Social Media sites and were
instrumental in bringing about a change in our lives. It also looks into various Social Media
sites and discusses their potentials, limitations and highlights some success stories that have
emerged. It also touches upon various marketing techniques used by marketers in this domain
like COBRA, Targeting and eWOM. Social Media Marketing tools like Minimizing use like
hyperlinking, QR Codes and the recent phenomenon of information leaking into social
networking sites hasalso been explained. We even took on a critical approach and highlighted
various marketing mishaps which were disastrous for the companies which initiated them to
gain publicity. What we wish to show is that Social Media Marketing is not a ball game; it
may be fast and may reach out to a large audience in a short period of time but it could as
well backfire if not controlled properly. It’s a marketing opportunity with enormous
potentials in itself which needs to be harnessed by start-ups and established firms alike as it
gives them various opportunities to expand their customer base hence increasing their market
share and popularity.

Key Words:- Social Media; Sites; Marketing Techniques; Tools; Mishaps

 Social Media Marketing – An Overview

Introduction

Social media is a wonderful and exciting world, and understanding each of the tools available
will give the confidence to build a real following that can be leveraged to increase sales,
expand brand awareness, or establish a personal relationship with customers. And best of all,
these social media platforms are free to use. As a small business may not have the budget to
hire a social media manager or agency, but using social media doesn’t have to be expensive.

Social networking websites allow individuals to interact with one another and build
relationships. The resulting electronic word of mouth (eWoM) refers to any statement
consumers share via the Internet (e.g., web sites, social networks, instant messages, news
feeds) about an event, product, service, brand or company. When the underlying message
spreads from user to user and presumably resonates because it appears to come from a
trusted, third-party source, as opposed to the brand or company itself, this form of marketing
results in ‘earned media’ rather than ‘paid media’.

Radio took around 38 years to reach to 50 million users, TV took 13 years to reach the target
audience of 50 million, and Internet took 4 years to reach the goal of 50 million users. IPod
took 3 years, whereas Facebook reached a milestone of 100 million people in less than a year.
Had Facebook been a country it would be next to India and China with a chance of
overtaking them in the near future. Social Media is the most happening thing in and around
the globe. It has the heaviest traffic in Google USA as per a survey. After Industrial
Revolution this is one of the major shifts in the world economy. Nowadays we don’t have to
find news, news finds us.

Social Networking Websites

Through social networking sites, companies can interact with individual followers. This
personal interaction can instill a feeling of loyalty into followers and potential customers.
Also, by choosing whom to follow on these sites, products can reach a very narrow target
audience.

But reaching to the target audience is really challenging because trying to create a market
base among appropriate group of people without knowing their identity is really hard for
businessmen. It will be of no use to give advertisement of selling BMW to low or middle
class people since they don’t have the resources to purchase it! Scott Levy in his book “Tweet
Naked” has given a list of social Medias and categorically mentioned which social media can
be an ideal place for advertisement. A particular social media cannot establish itself in all
spheres of market, but if proper care is taken chances are there for getting high success in the
market despite hurdles.

As per the 2014 survey of Edelman Trust Barometer it has been found that around 62%
customers like the organizations which are like them. Rewarding loyal customers who are
instrumental in the advertisement on their own initiative in the form of sharing statuses and
advertisements creates a positive atmosphere and a reliable market value.

Social networking sites also include a vast amount of information about what products and
services prospective clients might be interested in. Through the use of new Semantic Analysis
technologies, marketers can detect buying signals, such as content shared by people and
questions posted online. Understanding of buying signals can help sales people target
relevant prospects and marketers run micro-targeted campaigns.

Mobile Phones

Mobile phone usage has also become beneficial for social media marketing. Today, many cell
phones have social networking capabilities: individuals are notified of any happenings on
social networking sites through their cell phones, in real-time. This constant connection to
social networking sites means products and companies can constantly remind and update
followers about their capabilities, uses, importance, etc. Because cell phones are connected to
social networking sites, advertisements are always in sight. Also many companies are now
putting QR codes along with products for individuals to access the company website or
online services with their smart-phones.

Engagement

In the context of the social web, engagement means that customers and stakeholders are
participants rather than viewers. Social media in business allows anyone and everyone to
express and share an opinion or an idea somewhere along the business’s path to market. Each
participating customer becomes part of the marketing department, as other customers read
their comments or reviews. The engagement process is then fundamental to successful social
media marketing.

Campaigns

Betty White

Social networking sites can have a large impact on the outcome of events. In 2010, a
Facebook campaign surfaced in the form of a petition. Users virtually signed a petition asking
NBC Universal to have actress Betty White host Saturday Night Live. Once signed, users
forwarded the petition to all of their followers. The petition went viral and on May 8, 2010,
Betty White hosted SNL.

2008 US Presidential Election

The 2008 US presidential campaign had a huge presence on social networking sites. Barack
Obama, a Democratic candidate for US President, used Twitter and Facebook to differentiate
his campaign. His social networking profile pages were constantly being updated and
interacting with followers. The use of social networking sites gave Barack Obama’s
campaign access to e-mail addresses, as posted on social network profile pages. This allowed
the Democratic Party to launch e-mail campaigns asking for votes and campaign donations.

Kony 2012

A short film released on March 5, 2012, by humanitarian group Invisible Children, Inc. This
29 minute video aimed at making Joseph Kony, an International Criminal Court fugitive,
famous worldwide in order to have support for his arrest by December 2012; the time when
the campaign ends. The video went viral within the first six days after its launch, reaching
100 million views on both YouTube and Vimeo. According to research done by Visible
Measures, the Kony 2012 short film became the fastest growing video campaign, and most
viral video, to reach 100 million views in 6 days followed by Susan Boyle performance on
Britain’s Got Talent that reached 70 million views in 6 days.

Nike – MakeItCount

In early 2012, Nike introduced it's Make It Count social media campaign. The campaign
kickoff began with YouTube users Casey Neistat and Max Joseph launching a YouTube
video, where they traveled 34,000 miles to visit 16 cities in 13 countries. They promoted the
#makeitcount hashtag, which millions of consumers shared via Twitter and Instagram by
uploading photos and sending tweets.The #MakeItCount Youtube video went viral and Nike
saw an 18% increase in profit in 2012, the year this product was released.

Social Media Networking Sites

Twitter

The word “tweet” may sound silly, but the results of tweeting are not. Millions of users on
Twitter tweet updates everyday including celebrities, media outlets, businesses, and
musicians – They’re all part of the mix. Writing quick tweets and @ mentions to customers is
as simple as saying thank you for a recent order or sharing a link to an article you thought
was a good read. Twitter is conversational, so as long as you have something to say, you’re
golden!

Twitter is a popular micro blogging platform where users share short status updates including
links to webpages, photos and articles. Twitter is a great way for smaller businesses to build a
following, announce news or promotions and respond to customer questions, or even
complaints. Being succinct in your tweeting is absolutely essential on this platform. Say what
you need to say in as few words and characters as possible.

Twitter Success Spotlight: The Hop Ice Cream Cafe in Asheville, North Carolina

The Hop Ice Cream Café in Asheville, NC, is a popular spot that is active on social media.
Greg Garrison, owner of The Hop, says that the business has been on Twitter since December
2009. An employee of a neighboring establishment suggested it, and Garrison and his wife
decided to give it a try. They haven’t looked back since.

The Hop’s Twitter account (@hopiceream) includes a variety of tweets that promote local
events and businesses, respond to others and things that are happening at the business – like
new ice cream flavors.

Garrison sees his business’s role on Twitter as that of a helper. “I try and help out as many of
our fellow local businesses as we can,” says Garrison. “Spread the love, without ever
expecting anything in return” is one of Garrison’s key strategies on Twitter.

Facebook
Facebook has become a global phenomenon. We hear the social network being discussed in
everyday conversation, whether it’s in an office, classroom, or home. It’s allowed people to
connect with each other anywhere in the world and is now a vital resource for businesses and
brands too. Facebook is a virtual and free way for businesses to promote themselves, reach
potential customers, and communicate with existing clients. Once you have a following, you
can use Facebook to advertise new products, offer discount programs, and announce
company news.

When people Like your Facebook Page, they’re opening your message to their own social
network. When they comment on, or Like a status update or post, it will appear in some of
their friends’ Facebook news feeds, sending your business viral – whether on a small or large
scale. When they Like your page, there is an opportunity for them to tag you in their own
updates as well – again, opening you up to their friend list.

Facebook has a massive online base of about 1 billion active users worldwide. This massive
accessibility itself speaks for the benefits of advertising in Facebook. But Facebook is all
about advertisement and is nothing to deal with sales. The goal in using Facebook for
advertisement is to let people know about people behind the logo i.e. only for promotion.
Using Facebook you can spread your messages to farfetched lands in a short interval of time.
77% of B2C Companies and 43% of B2B Companies acquire its customers from Facebook.
Almost three-fourth of the existing players in social media obtain or acquire their customers
through Facebook.

Facebook pages are far more detailed than Twitter accounts. They allow a product to provide
videos, photos, and longer descriptions. Videos can show when a product can be used as well
as how to use it. These also can include testimonials as other followers can comment on the
product pages for others to see. Facebook can link back to the product’s Twitter page as well
as send out event reminders. Facebook promotes a product in real-time and brings customers
in.

As marketers see more value in social media marketing, advertisers continue to increase
spending in social network sites by 25%. Strategies to extend the reach with Sponsored
Stories and acquire new fans with Facebook ads contribute to an uptick in spending across
the site. The study attributes 84% of "engagement" or clicks to Likes that link back to
Facebook advertising. Today, brands increase fan counts on average of 9% monthly,
increasing their fan base by two-times the amount annually.
Facebook Success Spotlight: eCreamery in Omaha, Nebraska

Created in 2004, eCreamery is an ice cream shop in Omaha, Nebraska, that also sells its ice
cream and gelato for mail order via their website, www.ecreamery.com. The unique business
has been on Facebook for about five years, says owner Abby Jordan.

On the Facebook Page, eCreamery shares pictures of their ice creams with short updates
about them. They also share occasional links and photos of new mix packs available for mail
order, as well as the custom labels that customers can order. With more than 6,000 Likes, the
page is reaching many people with their creamy, dreamy mission while also finding new
eyes.

Google+

Much like Facebook, Google+ allows you to post announcements and company news, but
one major added benefit to using Google+ is that it can increase your search engine results
just by using it. And, the more you use Google+, the more likely you’ll increase your
company’s website search results. Google+ also specializes in multimedia and sharing tools.
For example, Google+ Hangouts is a tool you can use to host, stream, broadcast and record
video chats. Need to have a meeting or a call with a few team members and a client? Want to
invite current or potential customers to chat about a new product or service? You can do that
through Google+ Hangouts. Jump in there and use all that Google+ has to offer!

Aside from being “just another social media platform,” Google+ also integrates Google
products, services and search engine features all into one easy-to-navigate page. As a
business, you can create a Google+ Page and build a community around it. This not only
gives you the benefit of connecting your business with potential customers, but also boosts
your website’s placement in Google-powered search engine results.

Pinterest

Pinterest is a must, especially if you’re a business looking for new customers. Pinterest has
business-specific pages and it allows you to pin everything from product photos, to services
you offer with pricing, and fun or informative content.

Pinterest is all about visuals - You can create boards with themes, or organize boards into
projects.
LinkedIn

LinkedIn is more of a serious social media networking site where on the basis of the profile
there are chances of getting jobs from the organizations. The organizations keep a tab on the
prospective employees through this social networking site. The concept of Social Networking
came through this LinkedIn much before the social media word itself became fashionable and
it all happened partly because of LinkedIn through the use of widgets, members can promote
their various social networking activities, such as Twitter stream or blog entries of their
product pages, onto their LinkedIn profile page.. Around 161 Million account holders are
there from 200 countries and over 2 Million companies are there in LinkedIn which makes
LinkedIn a reliable but steady platform for advertisement in Social media. Furthermore
LinkedIn has an option of endorsement where the person who knows you can endorse you on
the parameters that you are specialized in. This make LinkedIn more reliable and often
organizations select their prospective employees using LinkedIn.

For example Morgans Hotel Group, a very reputed group of hotels of United States of
America asks its prospective employees to use their LinkedIn profiles while submitting their
resumes.

As per the Jobvite 2012 Social Recruiting Report between the year 209 and 2012 73% of the
recruiters have recruited their employees through social media.

Instagram

Instagram is a free photo and video-sharing program and social network that was launched in
October 2010. The service enables users to take a photo or video, apply a digital filter to it,
and then share it with other Instagram users they are connected to on the social network as
well as on a variety of social networking services. Instagram debuted as a photo sharing
network but implemented support for video on June 2013. As of June 2013, Instagram had
130 million monthly active users.

YouTube

YouTube is another popular avenue; advertisements are done in a way to suit the target
audience. The type of language used in the commercials and the ideas used to promote the
product reflect the audience's style and taste.
Also, the ads on this platform are usually in sync with the content of the video requested; this
is another advantage YouTube brings for advertisers. Certain ads are presented with certain
videos since the content is relevant. YouTube also helps companies operating from foreign
countries in showing demonstrations to its consumers through videos in YouTube which
otherwise would have been a real challenge for those organizations to reach its
consumers.YouTube also enable publishers to earn money through YouTube Partner
Program.

As per Cognus Technologies - a London based IT firm YouTube is the 2nd most used search
engine in the web. Every minute around 72 hours of videos are uploaded in the YouTube
encompassing all subjects be it fashion designing, marketing, or manufacturing. Around 81%
marketers use online videos in advertising their products.

As per a CISCO survey by 2014 90% of web traffic will be video based.

Blogs

Blogs allow a product or company to provide longer descriptions of products or services can
include testimonials and can link to and from other social network and blog pages. Blogs can
be updated frequently and are promotional techniques for keeping customers and also for
acquiring followers and subscribers who can then be directed to social network pages.

A perfect example of this kind of marketing is the Symbhav 2014 Ranter - a blog that was
created by students of Symbiosis Law School, Pune for sharing their experiences and
expectations from their Annual Cultural Fest. The students both seniors and juniors share
their feelings and expectations here which acts as a good medium of advertisement. The two
main aims for this social media are Branding and Traffic. Creation of good brand value
brings a heavy trafficand that is what this blog is successfully doing by bringing good traffic
to its site.

Marketing Techniques

Targeting, COBRAs, and eWOM

Social media marketing involves the use of social networks, COBRAs and eWOM to
successfully advertise online. Social networks such as Facebook and Twitter provide
advertisers with information about the likes and dislikes of their consumers. This technique is
crucial, as it provides the businesses with a “target audience”. With social networks,
information relevant to the user’s likes is available to businesses; who then advertise
accordingly.

Consumer’s online brand related activities (COBRAs) is another method used by advertisers
to promote their products. Activities such as uploading a picture of your “new Converse
sneakers to Facebook” are an example of a COBRA. Another technique for social media
marketing is electronic word of mouth (eWOM). Electronic recommendations and appraisals
are a convenient manner to have a product promoted via “consumer-to-consumer
interactions”

An example of eWOM would be an online hotel review; the hotel company can have two
possible outcomes based on their service. A good service would result in a positive review
which gets the hotel free advertising via social media; however a poor service will result in a
negative consumer review which can potentially ruin the company's reputation.

Social Media Marketing Tools

Minimizing Use

Traditional advertising techniques include print and television advertising. The Internet has
already overtaken television as the largest advertising market. Websites often include banner
or pop-up ads. Social networking sites don’t always have ads. In exchange, products have
entire pages and are able to interact with users. Print ads are also starting to include QR
Codes on them. These QR codes can be scanned by cell phones and computers, sending
viewers to the product website. Advertising is beginning to move viewers from the traditional
outlets to the electronic ones.

Leaks

Internet and social networking leaks are one of the issues facing traditional advertising. Video
and print ads are often leaked to the world via the Internet earlier than they are scheduled to
premiere. Social networking sites allow those leaks to go viral, and be seen by many users
more quickly. Time difference is also a problem facing traditional advertisers. When social
events occur and are broadcast on television, there is often a time delay between airings on
the east coast and west coast of the United States. The 2011 Grammy Awards highlighted this
problem. Viewers on the west coast learned who won different awards based on comments
made on social networking sites by individuals watching live on the east coast. Since viewers
knew who won already, many tuned out and ratings were lower. All the advertisement and
promotion put into the event was lost because viewers didn’t have a reason to watch.

Social Media Marketing Mishaps

Social media marketing provides organizations with a way to connect with their customers.
However, organizations must protect their information as well as closely watch comments
and concerns on the social media they use. A flash poll done on 1225 IT executives from 33
countries revealed that social media mishaps caused organizations a combined $4.3 million in
damages in 2010. The top three social media incidents an organization faced during the
previous year included employees sharing too much information in public forums, loss or
exposure of confidential information, and increased exposure to litigation. Due to the viral
nature of the internet, a mistake by a single employee has in some cases shown to result in
devastating consequences for organizations.

An example of a social media mishap includes designer Kenneth Cole's Twitter mishap in
2011. When Kenneth Cole tweeted, "Millions are in uproar in #Cairo. Rumor is they heard
our new spring collection is now available online at [Kenneth Cole's website]". This
reference to the 2011 Egyptian Revolution drew objection from the public; it was widely
objected to on the Internet. Kenneth Cole realized his mistake shortly after and responded
with a statement apologizing for the tweet.

Numerous additional online marketing mishap examples exist. Examples include a YouTube
video of a Domino's Pizza employee doing unspeakable things to pizza ingredients, which
went viral on the internet. A Twitter hashtag posted by McDonald's in 2012 attracting
attention due to numerous complaints and negative events customers experienced at the chain
store; and a 2011 tweet posted by a Chrysler Group employee that no one in Detroit knows
how to drive. When the Link REIT opened a Facebook page to recommend old-style
restaurants, the page was flooded by furious comments criticizing the REIT for having forced
a lot of restaurants and stores to shut down; it had to terminate its campaign early amid
further deterioration of its corporate image.

Conclusion

Different organizations have different marketing strategies. The varied options of giving
benefits to the target group acts as an incentive for advertisement. The sharing and re-sharing
makes the messages to spread rapidly to the target audience. The addictive nature of Social
Media is adding more benefits day by day for businesses!

But there are few conditions that are to be necessarily fulfilled in order to succeed in the
sphere of social media marketing. The first and the foremost among them is the content
creation, the content should be short but it should be an eye-catcher to even a layman.
Secondly there are few general qualities that should be fulfilled to establish the business
through the social media marketing. The first among them is that the social media marketers
should be more focused on getting an idea from consumers on what they want. Accordingly
they can produce those posts to promote their business.

Quality time should be given to consumers. The businesses have to be ready to redress and
reply to consumer’s queries all the time. That is how the credible image of an organization
develops. Proper acknowledgment should be given to the proponents of new concepts. Lastly
the social media marketers should refrain from posting about their own products all-round the
day. They should keep a tab on opponent’s products and should be open to criticism.

In today’s world not having a social media presence is probably a blunder for a start-up.
Start-ups as well as prevalent market players are considering social media as an opportunity.
In the last decade after the emergence of social media TV viewership has gone down by 50%.
Same is the fate of print media. The Y-generation remains so engrossed in the social media
that these sites are becoming a lucrative option for advertising or launching new products.
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