social media marketing assignment

7/31/2019 Social Media Marketing Assignment

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Social Media MarketingA Plan of Action for TCP Events

12/22/2011


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Executive Summary

The recent Arab spring, agitations across Europe, and street revolts in UK started a new debate in

the academic, intellectual as well as government circles. The debate was about the rapid

commercialization and spreading of one idea and thought across the board simultaneously. What

made the world astonished was the research that only Facebook and Twitter caused revolution in

Egypt. This may sound a bit immature, but these incidents have become part of our modern

history and their impacts will keep on coming into limelight slowly.

Social media, the modern day equipment that has become more dangerous than atomic bombs in

terms of its impact, is the real cause of concern everywhere. Every serious researcher and scholar

is studying keenly what will happen to the world, if this media will keep on growing at its

current pace. Facebook has crossed 800 million (Facebook, 2011), Twitter has over 300,000

unique visitors daily and so is the case of other social networks. Are these tools totally

destructive or nothing more than a pastime or a source of entertainment? Or do they have any

relevance in our practical lives as well?

This is the burning question in various circles. Particularly the business organizations and young

entrepreneurs are very keen to know more about them and use them in their favour. There is no

doubt that social media has become an undeniable powerful propaganda tool in modern age. The

propaganda can be positive as well as negative. This piece of paper is also about the said subject

and highlights the important factors that have been contributing to the charm of this media as

well as its futures. What are the implications of social networks and social media marketing for

the businesses has to be realized in various spectrums of society.

The paper is an effort of the writer to understand the social media, its concept, background and

vitality for our modern daily professional as well as personal life.


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Table of Contents

Executive Summary ........................................................................................................................ 2

Table of Contents ............................................................................................................................ 3

Introduction ..................................................................................................................................... 4

Literature Review............................................................................................................................ 6

History of Social Media: ............................................................................................................. 6

Social Media Interface: ............................................................................................................... 7

Social Media A Revolution:........................................................................................................ 8

Statistics of Social Media: ..................................................................................................................... 8

Social Media and Business Marketing:....................................................................................... 9

Implications for the Businesses: ............................................................................................... 10

Importance of Social Media in E-Marketing: ........................................................................... 11

Some Powerful Social Media Marketing Tools: ....................................................................... 14

Key Social Media Tools and practices: ................................................................................................ 14

Tasks: ............................................................................................................................................ 15

Task 1: ....................................................................................................................................... 15

Task 2: ....................................................................................................................................... 17

Task 3: ....................................................................................................................................... 18

Task 4: ....................................................................................................................................... 19

Conclusion: ................................................................................................................................... 20

Bibliography ..................................................................................Error! Bookmark not defined.


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Introduction

Over the last two decades, internet has had a significant impact on various aspects of our lives. It

has changed our ways of thinking and behaving. Particularly, business activities and social

involvement in them has completely changed. If you look a bit deeper, the concept of

globalization is an outcome of internet technologies. So, globalization, increased competition,

changed work habits, and patterns of information sharing are some key points and features of this

information technology era. The most important impact has been on the public perception of the

networking and socialization, and the way they communicate.

Previously, we used to share piece of information on paper, telephone and fax machines, today

we have internet and digital sources that have made the task far easier than our thinking and

imagination. Just like any other industry, the internet and information technology also faced

some ethical and operational issues in the beginning, but with the passage of time and increasing

maturity of the industry, the dynamics are changing. Social media is the hallmark of this change

and mature internet industry. Now, there is a well-planned, disciplined and properly organized

set of platforms, which can be very helpful for you to share your views, thoughts and any piece

of information for your social network.

Owing to the very fact, people and professionals in the PR and marketing are welcoming the new

technologies and utilizing them for the greater benefit of them as well as public. Social media

has not only enabled people to remain connected to each other but also has served as foundation

stone for the businesses to improve their performance in the information technology driven era.

There is greater engagement of the business with public by using various social media platforms,

but still a great work has to be done. This is because of the simple fact that research in the field

of social media is still limited.


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The fundamental factor that has been the centre point of this debate, is that the research still on

the way and despite some comprehensive and very delicate pieces of paper getting published,

there is a great work that still needs to be done. This adventure has started new debates in the

academic, professional and research circles, where everyone is looking at the findings of the

researches that may finally decide about the impact that social media has been able or will be

able to make on our lives, attitudes and thinking.

The aim of this paper is also the same; to find out the vitality of social media to the businesses

and how effectively it can be used in this regard. When we talk about the socialization, it is

restricted to the people to people contacts. It also contains people to business and business to

business relations. Hence, the discussion will get further interesting with an objective analysis of

this relation and how a business organization can use the elements of social network for their

greater benefit and advantage.

This is also a sort of social media marketing program for a newly formed event management

company; TCP (The Crispy People) Events, and it highlights the possibilities and probabilities of

making the most out of available social networking space. Once the theoretical perspectives of

social media are done, we will move to the tasks that have been required to be done.


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Literature Review

History of Social Media:

Although the term of social media has been in use over the past 5-6 years, but a commonly

accepted definition has yet to be announced. However, what so far has been popular in the

academic circles is listed below.

According to Andreas Kaplan and Michael Haenlein;

"Social Media is a group of Internet-based applications that build on the ideological and

technological foundations of Web 2.0 and that allow the creation and exchange of user-

generated content. (Kaplan and Haenlein, 2010)

Unlike traditional industrial media, the social media platforms are not purchased or

commercialized completely. This means that you can only use a set of techniques, to get public

involved with you and your business. Here, lots of internet and web-based technologies are

adopted to obtain the objectives that are aimed for the long-term success. Moreover, the

platforms are multiple as the term if very broad.

So, when you talk about social media, it includes internet forums, social blogs, wikis, pictures,

videos, social bookmarking, social networking and weblogs etc. So, the term is and should not be

restricted to the Facebook and Twitter only. However, one has to bear in mind that the term

social media is that much new as is considered by many. However, its socialization with the

internet and communication technology got matured with the commercialization of electronic

world (McConnell and Huba', 2007). Since the search engines started helping people gain their

required information without any problem, public sought for platforms where they could share

their valued information for the greater good of the society.


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Social Media Interface:

If you look at the socialization of the internet and communication technologies, you will realize

the fact that they have become a defining change in the modern era. All of the traditional media

tools and publications like newspapers, magazines, and TV etc. are finding ways of their online

presence. They have to ensure that the web surfer finds them when he/she browse through the

web so that anyone could read and publish his/her favourite piece of writing and information. So,

there has been a visible shift in the distribution of the information and news by traditional players

to the millions of the people following them.

Some people might think that the fundamental driver of social media is technology. However,

many researchers and scholars have described it as a trend, and as per their research, the driver is

not technology; instead, it is how people interact with each other (Li and Bernoff, n.d.). This

trend has been named as Groundswell. So, the vital aspect of the debate is that social media is

more about people than technology. How we form new relations, maintain them and use them is

something that is considered more important than the technology itself.

In simple words, technology may be a good source and field of debate; however, usage of that

technology for personal and business activities is always more important and vital. How we

employ latest technology for sharing news, information and our insight has become the most

significant aspect of this social media revolution. People have been using and will be using the

technology for the purpose that not only suits them but makes them feel enjoyed. Hence, its not

the technology that will guide the people in the future; instead, it will be the public that will

guide the technology and technological trends. Look at the following figures and you will agree

with what has been written over here.


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Social Media A Revolution:

Statistics of Social Media:

In order to have an insight, as to how bigger the social media has become, just have a look into

the listed statistics.

Facebook has more than 800 million, where every user has 130 friends on average. Over 350 million active users use the site from their mobile phones, where 475 global

mobile operators offer Facebook on their services.

More than 250 million photos are uploaded everyday and 75% of Facebook users areoutside of United States of America.

More than 7 million sites and apps are integrated with Facebook (Facebook, 2011). Twitter has more than 380 million users by November 2011, whereas more than 300,000

people sign up for the site every day.

LinkedIn showed impressive 300% growth since the year 2007 onwards. Having over 135 million users by November 2011, LinkedIn became the worlds leading

professional networking website.

YouTube has shown an impressive 200% growth in the last two years. Every 60 seconds,a 24 hours video is uploaded on YouTube.

More than 700 billion YouTube videos were watched in the year 2010 (Mashable, 2011).Having a look on the given statistics, anyone can guess that the amount of people moving into

various social media platforms is bound to make an impact. It has disrupted the traditional

business models with a low cost entry for everyone. The implications of the trend for the

businesses are multiple as social media has opened up a lot of windows and opportunities to


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conduct business, and engage people in the commercial activities. Hence, for making any

business marketing plan, social media marketing aspects are very important.

Social Media and Business Marketing:

Due to the listed facts in the statistic page, it has become clear that any business that has to

increase the number of the customers it serves, social media marketing is a must thing that has to

be taken up seriously for conducing commercial activities. This simply means, you have a

population of 800 million on Facebook, (Greater than that of US), can you forget to target that

market, when you have a free platform to attract those. The case is not restricted to the large or

Multinational Organizations. The small business can also develop a coherent strategy to become

more than what they are today.

According to the recent research conducted by Harvard Business School, there is a direct relation

between the engagements of social media marketing efforts and output. However, there has to be

a calculated effort, with predetermination of who will matter the most and how anyone can

influence the buying decision (HBS, 2009)? So, regardless of the size, nature, industry and profit

and turnover of the business, any business organization can engage in the commercial activities

and can indeed enhance the output in a greater manner.

There are various aspects of social media marketing that can be applied for any business, social

or commercial activity. Some of them include social bookmarking, social automation, blog

marketing and validation. However, the list of the social media marketing along with the

engagement of other e-marketing functions goes longer than this (Sentic Computing for Social

Media Marketing , 2011).

In the following chapter, a case study is being presented, where a newly formed company is in

the pursuit of its objectives with the help of social media.


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Implications for the Businesses:

Social media has great implications for not only the businesses and markets, but B2B and B2C

relations. Alan Mitchell (2001) is of the view that the rising era of interactive marketing is about

to amend the very fundamentals of marketing; the new manytomany (B2B, C2C, B2C, C2B

etc.) contact gives the customers the upper hand. Social media provides a platform for dialogues,

and on these mediums people converse about diverse brands and their incident with them, about

both the positives and the negatives. Christodoulides (2008) point ofview is in the same line of

thoughts; marketers are no longer in complete control of their brand, as social networks and

communities heavily influences how those brands are perceived, which in turn influences not

only customer choices but also company decisions.

The actual value is being shaped in an interactive process, and companies can either sit on the

sidelines or come in the social space in order to join in an open dialogue, and manipulate how

their brand is being spoken about. No one can deny the fact that the amount of information on

the web is immense, and the only resource people are lacking is time. Hence, marketers have to

provide revisit on attention to the customers so as to get keep their awareness once they have it;

rather than pushing marketing messages on the public, marketers require focusing on creating

relationships, involving with customers in order to realize their behaviour and needs, in order to

boost the demand for their products or services.

Modern era has indeed brought about a bundle of opportunities for the companies to interact with

the customers, and hence influence their decision making. No other platform can be as successful

as is the case of social media networks. The technology age will provide opportunities to make

brands with the help of a dialogue and customers rather than trying to inspire convenient brand

imagery into the public minds (Golden, 2010).


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Importance of Social Media in E-Marketing:

Electronic marketing or E-marketing is a very broad field and involves a great variety of

activities, practices and theories. As an e-marketing manager, you have to not only take care of

your contents and advertisement but also of social media presence and search engine

optimization perspectives. In order to look at the importance of social media in the e-marketing

practices, a look into the following 10 perspectives can be very helpful. (Scifo, 2010)

Social Media Marketing is the one of the hottest topics in online marketing currently and you can

notice a lot of articles and publications on social media marketing, its importance, and customs

to implement and so on. Nearly every one of the companies is trying to get themselves engaged

in a variety of social media channels for various purposes. If designed and executed well Social

Media marketing can be one of the most cheapest and valuable mode of online marketing and

promotion. Conversely, the social media can be a source of catastrophe.

The are many reasons for why a company needs to go round towards social media marketing and

it depends upon various factors such as the company profile, its products, it customers etc. Day

by day the significance of an effective social media marketing campaign is on the rise for almost

all the companies. Here I would like to cite 5 major significances of social media marketing

(Scifo, 2010) for a company.

Brand Development:

Social media can be used for the sake of goodwill generation and increasing the loyalties of the

targeted market. Firms can involve in discussion, acquire feedback and advertise on social media

in order to take a great advantage of these. This finally ends up in the development of brand and

helps businesses organize its activities.


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Engagement with the Customers:

Social networks help organizations stay in touch with the customers. Customer engagement is

the key benefits of social media marketing and this helps to hold its active customers and also

increase brand trustworthiness. During the recent economic downfall, a lot of companies

succeeded in retaining its customers with the help of customer engagement programs at various

social networks and channels.

Lead Generation:

In marketing, leads play a very important role, and social media helps businesses in developing

leads. This helps enterprise to focus on the core and relevant areas of the market that are actually

value-holders and can provide a great deal of them.

Web Traffic Generation:

Another aspect of social media is in terms of search engine optimization as social networks play

a very significant role in web traffic development. Just look at the statistics, you will be amazed

to see that the social networks are the primary fundamental factor, which plays the most vital

role in the development of quality traffic to the website.

Just moving people to the website does not matter as much as matters the quality of that traffic.

If you are able to target just 50 people on your website in a given day, but 90% of them are your

prospects, the traffic quality is good, because their conversion rate will also increase with

passage of time.

Better ROI: Advertising of your products in applicable and product niche social media channels

can facilitate you in escalating your return over investment (ROI). Business related and

compatible social media marketing can improve your ROI significantly.


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Constant and Immediate Feedback:

Customer feedbacks are the moral fibre of any industry and the feedback helps in getting better

the products as per the customers requirements. Since social media channels helps in making

customer meeting much easier, customer feedbacks are always there on the peak and one can

always anticipate helpful customer reviews and advice which can help in making the products or

services even more better.

Announcements of New Products and Services:

Social media is the best option for you. When you have to release the information about the new

products or announcements of the new package or service, social media becomes the best choice

for you along with others. It is very easy to spread news using Twitter and other social

networking websites and is always free.

2 Way Traffic in Relationship:

You can get more information about the customers and social and traditional trends by using

social networks. Moreover, your customers choice can also be noted easily if you appoint a

social media strategist, who could judge and analyze the ideas regarding that. If you have an idea

about customers preferences, you will be able to target the quality market that can be or could

be the prospect.

Search Engine Ranks Perspective:

Social media campaigns can be very helpful for you as a business, as your positive search engine

ranks indicate that. This means that, when using social media, you should also keep the

perspective of website and customer base development in mind as well (Scifo, 2010) and this can

really work wonders as has been proven in many cases.


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Tasks:

Task 1:

Being a consultant to the TCP Events Company, and a social media strategist, we will take at

least two courses for marketing.

Formal course of action Informal

In the formal set up, we would go for a formal marketing program on the leading social

professional networks. Here, the core aspects of the study would be following.

1. Setting up official pages of the company on the leading social and professionalnetworking websites like Facebook, Twitter, LinkedIn, MySpace, About.com, and an

official announcement channel on YouTube.

2. It will also be ensured that every networking site not only has our official page, but alsoour specific and official group as well.

3. We need to build up fans pages on Facebook, Twitter etc. and companys own group atLinkedIn and Facebook as well.

4. In order to ensure that customers respond to what we offer, we will not restrict ourselvesto just announcements and news. Instead, we will engage in a constructive and an

interactive dialogue with them to keep them engaged. This on the one hand will help us

build brand awareness, and on the other hand, we will also keep ourselves ready for the

customers expectations and anticipation.

5. Interactive marketing is always far more comprehensive as well as effective. So, in orderto be successful in marketing, an interactive approach to remain in constant

communication with the customers is vital.


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6. Furthermore, it will be ensured that the company has its own blog to share, and distributespecific relevant as well as accommodative information.

7. The blog will be constantly updated, and to make sure this, we have recommended hiringa professional blogger and content writer, who could provide us with the fresh content as

per the guidelines and suggestions of the Google.

8. To make blog visible in the search engine, we will ensure that our blog posts areconstantly being uploaded and shared on all of our profiles and groups.

9. Our marketing manager will ensure that the blog is not only being constantly updated, butalso is being shared on the given social and professional networks.

10.Finally, it will be mandatory for the team members of the company to follow the officialpages and groups of the company. Moreover, they will be trained to share the relevant

information in their respective social and professional networks to generate leads and

attract as many prospects as possible.

11.In order to ensure business to business relations and attracting corporate clients, we willensure that we do not neglect LinkedIn and other professional networks. We will follow

our fellow partners and industry players to have them in touch as well as build and

develop positive corporate relations.

In short, every effort is focused on the concept of brand development. As we are new in the

market, so we do need to not only ensure that we offer valuable services, but also need to

create brand awareness. The efforts individual as well as group efforts will have to remain

focused and objective if we are to achieve our organizational goals.


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Task 2:

In this regard, we have not only recommended creating fan pages on the social networking

websites but also maintained a blog.

Official Website:

In the first step, we will move to build and develop our business website that we will use as a

launching pad for our business. All of our services and their patters, packages, team and every

other important information will be available on that.

Social Networking:

Our focus should remain on the popular websites of our niche markets. In this regard, Facebook

and Twitter remain in limelight. However, business to business relations will never be neglected.

So, professional networks like LinkedIn will remain a key factor in our social or network

marketing program.

Blog:

It is recommended to create a blog with the name of The TCP Word . The blog will not only

inform the pubic about us and our various service offerings but will also work as a teaching

platform for the market. We will guide our target market about the trends of the industry, current

economic situation, industrial analysis and other informative and vital piece of information. This

will make our blog valuable and attract more visitors on that.

In any case, when the customer comes any of our platforms, (website, blog, and social

networking pages) half of our objective completes. The rest of half will also be a very easy

assignment if we are able to convince the visitor that we are offering some value.


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Task 3:

Here are some of vital aspects that we will use to market our blog particularly and website in

general for the sake of business development.

1. In order to make a successful attempt, a comprehensive online marketing scheme on thebasis of fundamental SEO principles will be executed.

2. We will constantly update our blog posts and will share it on various social networkingchannels and our own profiles.

3. Due to the popularity of bookmarking sites, it will also be ensured that all of ourbookmarks are submitted and distributed properly.

4. In order to ensure that the blog remain visible in search engine, professional writer willbe hired for the sake of providing fresh, relevant and unique contents to that.

5. Formal SEM and SEO schemes and link building, forum discussions, forumparticipations and guest blogging will also be ensured.

6. In doing all of our online marketing practices, honestly and fair play rules will be strictlyadhered. This means that we will not indulge in any unethical, unwanted email

marketing, spamming and bad link developments.

7. Conversely, our focus will remain on the sound SEO and SEM principles. By applyingthese with the core social media marketing practices, we will ensure that our site/blog is

visible and being read by the public.

8. For making it more popular, we will start article marketing program, where all soundcontent marketing strategies will be applied. We will hire professional writers to help us

prepare quality contents for online content and article directories that could be a powerful

source of traffic to our site/ blog.


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Content Marketing SEO

and SEM

Blog and

Social Updates Finance

& Admin

Task 4:

Finally, in order to complete the work in balanced and organized manner, we will divide the

tasks into the team and will distribute a task to a given person.

As it has been listed above, the team will have 4 functions in total, where the responsibilities of

the team members will be as follows:

1. Content Marketing person will covers article writing, press releases, on page and othercontents required by the site SEO program.

2. Blogger will update the content and distribute it on social media platforms3. SEO and SEM person will use analytics and come up with plan containing required

information on the desired steps in the light of the objectives.

4. Finance and admin person will ensure delivery of the service as per set standards andensure smooth financial transactions in the whole system.


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Conclusion:

Finally, there is no doubt in accepting the fact that social media has become a very active and

vibrant force in the modern era. Due to its greater social and socioeconomic implications for the

businesses, it is almost difficult for any business organization to simply ignore it. Hence, what a

company has to bear in mind in modern era is, everything that could add value to your system

and output is acceptable.

Social media, being one of the most powerful tools that could bring value, customers and

business to the firms requires a professional approach in a much disciplined manner. The starting

point of this exercise is strategic planning of your business and analysis of the needs and

requirements. Once you give it a formal approach and really accept it as part of your

organizational marketing operations, take up a coherent approach and plan your social media

marketing scheme on the basis of principles listed above.

Whether it is the matter of general e-marketing, content marketing, social media or any other

function, one need to bear in mind that 21st

century is a knowledge century. If you are able to

offer and provide required and relevant information on the subject to your client and convince

him that you provide him better value than that of the competitor, the job is done. On the other

hand, if the tasks are yet to be met and there is no proper and mechanized system of

organizational planning and implementation of social media, the output can be far more different

than your planning and expectations.

Hence, a professional and much brighter thinking is required that starts with a logical analysis of

the situation, finding the niches to serve, selecting the practical tools to deliver on that and finally

perfect execution of the fair plan is highly required. We need to bear in mind that every

generation and century has its own charm, characteristics and distinctive abilities; what makes


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21st

century different as well as challenging includes knowledge, information bombardment and

technology. Hence, it is highly critical matter for the business organizations like The Crispy

People (TCP) to carefully select everything that it intends to do. Most of the people today, do not

take SEO and SEM as valid and important practices; however, the fact remains unhidden in the

terms that both of these are among the most challenging and highly beneficial e-marketing tools

that are based on technical analysis and applications.

In short, a comprehensive set of tools that includes e-marketing, social media marketing, search

engine optimization, search engine marketing, content marketing and blogging can be a very

valuable addition to the general and formal marketing plans of the organizations. In the 21st

century, if any organization has to stay ahead and reap the ripe fruits, it will have to be on its toes

for making the most out of the available resources. Social media not only presents a challenge,

but an ocean of opportunities for you to come and dive into it.


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Bibliography

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http://www.facebook.com/press/info.php?statistics [December 2011].

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HBS (2009) Social Network Marketing, [Online], Available:

http://hbswk.hbs.edu/item/6187.html .

Kaplan, A. and Haenlein, M. (2010) 'Users of the world, unite! The challenges and opportunities

of Social Media',Business Horizons, vol. 53, no. 1, Feb, pp. 58-68.

Kim, P. (2008)Mashable, [Online], Available:http://mashable.com/2008/11/07/social-media-

marketing-plan/[December 2011].

Li, C. and Bernoff, J. (n.d) Why the GroundsWell and Why Now?, Harvard Business Press.

Mashable (2011) Fascinating YouTube Facts, [Online], Available:

http://mashable.com/2011/02/19/youtube-facts/[December 2011].

McConnell, B. and Huba', J. (2007) Citizen Marketers: When People are the Message, Kaplan

Pub.

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company/[2011].

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social media marketing assignment

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