digital marketing and conceptualizing social media strategies for brand awareness

7/31/2019 Digital Marketing and conceptualizing social Media Strategies for Brand Awareness

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WELINGKAR INSTITUTE OF MANAGEMENT DEVELOPMENT & RESEARCH

SUMMER PROJECT

ON

Digital Marketing and conceptualizing social Media Strategies for Brand Awareness

BY

Kamaljit singh

PGPM+MBA

SPECIALISATION: MARKETING


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CERTIFICATE

TO WHOM SOEVER IT MAY CONCERN

1. This is to certify that Mr Ankit Patil, a student of Welingkar Institute of Management

Development & Research and pursuing two years full time Post Graduate Diploma in

Management (PGDM e-BIZ), underwent two months of internship with us from 1st

May 2012 to30th June 2012

2. During the internship, Mr Ankit Patil has successfully completed the project titled Digital

Marketing and conceptualizing social Media Strategies for Brand Awareness under the guidance

of Mr Nitesh Salvi (Director)

3. The Students performance during the internship and comments on his project work are as

under:-

_______________________________________(Signature of the Authorized Company Official)

Name: Mr Vivek Gupta

Designation: Director

Date: 16/7/2012


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Contents1.INDUSTRY ANALYSIS: ........................................................................................................... 4

2.Social media marketing.6

2.1 Facebook ............................................................................................................................. 6

1. Facebook page ................................................................................................................... 6

2.Facebook Insights .............................................................................................................. 8

2.2 Facebook Ads.................................................................................................................... 11

2.3 Blogs and Twitter .............................................................................................................. 13

1.Blogs ................................................................................................................................. 13

2.Twitter ............................................................................................................................... 14

3. Online Marketing ..................................................................................................................... 15

3.1 Online Marketing Sites.....15

3.2 Online Press Releases ...................................................................................................... 15

4.Content Development for Company website ............................................................................. 16

5.Summary and Conclusion .......................................................................................................... 17

6.Bibliography .............................................................................................................................. 18


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INDUSTRY ANALYSIS:

Online Education Industry (E- Learning industry):

Education Market in India

Education has long been receiving the major wallet share of the Indian middle class. Theeducation market is generally regarded as the only market towards which Indians are not price-

sensitive because it has helped them reach their present standard of living and promises better

earnings and prospects for their children.

India has one of the largest higher education systems in the world. However, still there is a lot of

potential for the development of higher education system in India. The country is targeting a high

economic growth of over 8% in the coming years. The system of higher education in India hasseen an impressive growth since independence. The total enrolment increased from a meagre 0.1

Million in 1947 to phenomenal 10.5 Million in 2005-06. The education system in the country

saw a revolution with the emergence of a whole new class of education providers, including

private institutes, distance education providers, self-financing courses in public institutions,foreign education providers etc.

Despite the fact that enrolment figures in higher education system over the years

have been rising, it varies widely across different states in India. These differences are not only

linked to variation in government expenditure on higher education, but also to the per capitaincome, percentage of people below poverty line and the extent of urbanization in different

states. Generally, states with a higher enrolment in universities and colleges are those with higher

ratio of urban population and a lower percentage of population below poverty line.

Traditional Coaching Institutes Trend in India:

Indian education sector is considered to be recession proof primirarily due to the willingness

among consumers to spend on this sector. Across the board, form the upper classes to the

bottom most stratum of the social hierarchy, expenditure on education accounts for a sizable

portion of family incomes.

Coaching classes segment, though unorganized and unregulated, boasts of high profit

margins.Due to changing economic scenrio, need for extra and supplement education is urgently

felt by both students and their parents. Known as the world of shadow f education, coaching

classes have grown phenomenally in India and is only to proliferate further in fututre.


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Video lecture series and E- learning:

E-learning market in India was valued at INR 18.41 tr in 2010-11 and is expected to grow at a

CAGR of 20%. Increasing internet penetration, low existing coverage and rising demand are

expected to develop this market strongly in the near future. This sector has attracted large

investments and is slated to lead to strong growth opportunties for the education sector.

In the era oftechnology and science, when the distance of miles is just a few clicks away, these

IITians decided to take full leverage of technology and came up with newer tools using the

concept of Virtual Classrooms and branded themselves as Plancess.

Plancess Edusolutions Pvt ltd. provides a feasible learning opportunity for the students starting

from RS 150 RS 15000 DVD s. The different types of packages can be brought by the

students that may be chapter wise, subject wise , basic level i.e for board students, advanced

level i.e for engineering aspirants, can go for notebook+, IITian mentor at RS 45 per hour. Thus

is economical to an extent.Thus here we show the copmarision and advantage of video lectures

over the coaching institutes :

Coaching Institues V/S Video lecture series and E- learning:

There are many reasons to choose video lecture education system over classroom lecture by top

coaching institutions. The benefits of taking video lectures in comparison to classroom programs

are as follows:

1. Easy to concentrate on topic as compared to attend the same in class due to noise anddisturbance.

2. These e-learning lecture softwares are fully internet facilities enables, so student can asktheir doubts or problem on chat with experts provided by institutes or can send double email

directly to associates faculty and get detailed reply.

3. It saves round-trip time of a student i.e. the time duration spend between home to coachinginstitute and coaching institute to home.

4. It is most productive because a group of mutual-understanding students can study at a singleplace with discussions and much efficiency.

5. It reduces hesitation from the students to ask questions those who are shy in nature and donot feel much comfortable in classroom.6. Students can increase their learning potential up to maximum level because under this

education pattern, they feel classroom environment as well as distance learning experience.
http://www.udaipurtimes.com/business-udaipur/technology/http://www.udaipurtimes.com/business-udaipur/technology/


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2. Social Media marketing

2.1 Facebook

1 Facebook page

The objective of company was to

achieve awareness through social

media sites one of them is

Facebook.com. Inorder to do that

we planned to increase the

awareness of the page.

The more likes the page of facebook.com/plancess generated by target audience. We can serve

better market the product and services offered by company to large audience.

I was the admin for official facebook page of the company and design various strategy for the

increase the reach and increase the user interaction and commenting on various post.

One of the them was launching the IPL quiz for the aspirants that can be generate new likes and

can generate helps educational purposes as content was educational, entraining and enlightening.

This concept was run during

the days of IPL as the target

audience get better

connected to it during the

same period


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The other concept were launching of plancess preparation tips, did u know??? And posting of

trolls which were compartively lower in terms of reach

The overall reach for the page is gives below


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2 Facebook Insights

Who are the target audience in terms of Demographic and locations

Sources of likes


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Social stories

Page views


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Reach and Frequency


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2.2 Facebook Ads

In order to increase the reach and Event campign called Shiksha Planner ,we started usingfacebook ads.

Facebook ads campagin which was focus on reach, that I initally started was focus on pan India

location and biding for each ads was quiet high and initally the campagin was making impression

but average pay per click on the ad was high and traffic generated on the website was low where

the ad was link.

Where as Event ad was shown in only Jaipur and pune cities where the Events where supposed

to be held.

So I firstly went on detail analysis of the ad campign which was taking place on pan indialocation. While doing that I found out that it will be cost effective, If we start campagining on

city level rather than pan india.

So we analyzed target audience i.e. age group of 16-20 in a particular in 26 cities in India.Run a

indiviual customized ad campagin to every city. Due to these the average bidding budget

decreased and we got a better impression of our target audiences and increases clicks on the ads.

Eventually generating reasonable amount of traffic at lower cost.

In case some city pay clicks were not upto the mark, we tried to change the ad content or

removed the ad as it wasnt effective. The detail report about the cities and the ad reach is given

below.

Campaign Impressions

Social

imp

Social

% Clicks

Social

clicks CPC CPM Spent Actions

Mumbai 1714026 170514 9.95% 340 47 8.62 1.71 2930.67 20

Pune 965369 26020 2.70% 216 6 9.36 2.09 2022.05

Nagpur 279313 14447 5.17% 92 5 7.1 2.34 653.27

Aurangabad 74080 2811 3.79% 23 0 6.59 2.05 151.55

Jaipur 494699 66143 13.37% 130 12 8.58 2.26 1115.65

Udaipur 105827 9822 9.28% 34 2 7.16 2.3 243.41

Kota 347564 40980 11.79% 200 21 4.6 2.65 919.55 5

Chennai 1311644 37631 2.87% 239 3 9.79 1.78 2339.99 2

Coimbatore 243305 4217 1.73% 54 0 10.47 2.32 565.21 14

Patna 290761 11515 3.96% 124 5 6.39 2.72 792.31

Banglore 804430 15403 1.91% 150 5 9.63 1.8 1444.67

Surat 364785 13246 3.63% 106 4 7.65 2.22 811.25

Ahmedabad 415167 17594 4.24% 82 1 9.71 1.92 795.84


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Campaign Impressions

Social

imp

Social

% Clicks

Social

clicks CPC CPM Spent Actions

Vadodara 206878 2338 1.13% 53 0 8.9 2.28 471.54

Chandigarh 425447 8949 2.10% 104 2 7.42 1.81 771.49

Jalandhar 254162 6619 2.60% 54 3 8.99 1.91 485.46 Ludhiana 268707 1772 0.66% 69 1 6.95 1.78 479.55

Indore 549979 39992 7.27% 175 13 7.83 2.49 1370.41 2

Bhopal 340829 21643 6.35% 107 7 6.84 2.15 732.33

Hyderabad 1163147 67406 5.80% 215 12 9.27 1.71 1994.1

Vijaywada 207456 9848 4.75% 56 4 8.48 2.29 474.85

Lucknow 296289 7866 2.65% 96 2 6.21 2.01 595.73

Ranchi 137524 8545 6.21% 43 1 8.41 2.63 361.74

Calcutta 680638 20393 3.00% 151 7 8.61 1.91 1300.77

Kanpur 269012 25021 9.30% 99 4 6.85 2.52 677.94 19

Varanasi 129335 10125 7.83% 53 3 5.96 2.44 315.94

Allahabad 134169 5720 4.26% 56 2 5.76 2.41 322.76


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2.3 Blogs and Twitter

Blogs

Blogging is a social media tool to be added to an organisations modern day repertoire. As a

objective of creating brand awareness, I personally think writing blog plays a key role. There areregular user who visit blog everyday. They Read it share it and comment it.During my internship

I design the official blog page and started writing blogs on daily basis which were related to the

customer interest in E-learning and educational field. A blog allowed healthy interactions and

provide a more personal experience for customers. It allowed two way communication with an

audience through the ability for a viewer to comment on it. It was one of the thing that will set

business apart from its competitors. It allowed us to communicate the value of our product and

share valuable information about the related industry. I personally observed Information type

articles will attract more visitors, and as long as it has all aspects of social media implemented

within it (i.e. a link to the our own Facebook and Twitter pages), leading to brand awareness. A

blog with constantly changing content will push the website up in search engine results which

will also enhance brand awareness. Having a blog alongside the usual social network pages

creates a community, which is one of the first steps towards brand awareness.

Snapshot ofwww.blog.plancess.netshown below :
http://www.blog.plancess.net/http://www.blog.plancess.net/http://www.blog.plancess.net/http://www.blog.plancess.net/


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Twitter

Twitter is a micro blogging site that allows you to speak small and simple, something which is

definitely appreciated in todays world. Twitter improved my ability to be brief. Its not easy

summarizing your thoughts into 140 characters, but at least I know it helped me to be brief and

to state my point. If you want to buzz on, use the Facebook Page account (320 characters) or use

a blog. We also used mix up promotional or sales-related tweets with other messages that would

be of interest to customers. I regularly tweeted about the latest happening and ground breaking

stories about the company. I felt that twitter is very powerful tool which allows you to provide

superior customer service, and in a few different ways like customer support is through

eavesdropping i.e. it gives you the freedom to monitor your customers conversations, unlike

other social media sites. I tried checked in on their conversation streams at least once every

couple of days (if not more often) and reply with helpful information when warranted. And

when someone said something positive we thank them! Tweet us onhttp://twitter.com/plancess
http://twitter.com/plancesshttp://twitter.com/plancesshttp://twitter.com/plancesshttp://twitter.com/plancess


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3. Digital marketingI also leveraged other sources where free ads can be displayed, which were generally online

information sites or classified ads sites. As Plancess Edu Solutions Pvt Ltd. is a start-up from 3

years back, comparative advertising budget was low so we found this way of publishing our ads.

Generally traffic generated towards company website is low from these sites.

Following were the few sites were we published our ads

4. Online Press Releases

An online press release is simply a traditional press release that is distributed through online

channels. Online press releases are a fantastic way to share company news with a wide audience,

gain inbound links back to your company website, and generate overall awareness about recent

events involving your business.


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Even though the media are more fragmented than ever, with many newspapers going out of

business but online news sites flourishing, press releases can and should be a major component

of your social media marketing strategy. During internship I observed press releases online draw

not only the media, but also general readers, potential customer to your websites and also helps

to give the valuable feedback.

During my Internship I wrote three press release article which were submitted to more than 50

online press release sites , most of them where free which allows to upload your article for free

and then editor reviews the article and decides whether to be published it or not.

Generally article which I wrote where centric to one product and creating awareness and how the

product was efficient and create ease to most of the customer using it. Feedback from editor is

still in process but one of the interesting thing that I observed is that they also generate

substantial amount of traffic to your website through the viewer which are the potential customer

and also existing customer provide the comment and valuable feedback that allows company to

understand the perception of the product in the market place. And is the great place for customerquery and after sales service of the product.

Content Development for Company website(www.plancess.com)

During Internship I also worked as a content developer for website. Content development plays

huge role when website deals with online educational website. Most of the product selling takes

place from website. As the website support online payment option and shipping of product is

done at backend.


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So clarity of each product and offering were clearing define to target audience on the

website. I had to make sure that product is clearly mentioned and marketing is done as per the

target user. Latest buzz and discounted rate and flash content were also created by me for the

website as per the project requirement. This also helped people to understand the role of each

product offering and services making user friendly atmosphere for the visitor.

Snapshot of the website is displayed below

Summary and Conclusion

- Education sector is always in demand and also very important, so it becamecomparatively easy to make customers aware about our product.

- The online education sector is still at nascent stage in India, and It has huge potential interms of reach i.e. in urban as well as rural India.

- Social media strategies can be useful to create the awareness for the product and servicesoffering because target group presence is high on social sites


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- As the sector is attractive and growing phase new competitors and substitutes arise in themarket. So understanding competitors strategies and designs new ways to attract crowd

from the social sites

- Understanding the perception of the product in the market place and designing thewebsite content in such a manner that can generate maximum sale.

- Lastly, it was an absolutely elevating experience working in a confined time frame withthe company and learning different and unique way of marketing a product and creating

brand awareness for the company by way of digital media and social media.

Bibliography

Books

Social media marketing strategies by Liana Li Evans

A Text Book of Virtual Marketing by Sameer A Kulkarni


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Websites -

http://www.slideshare.net/jacoborquin/online-marketing-strategy-1918646

http://en.wikipedia.org/wiki/Internet_marketing

http://marketing.about.com/od/internetmarketingstrategy/a/internettips.htm

http://www.pluggd.in/internet-marketing-branding-strategy-for-indian-software-players-297/

References

http://www.facebook.com/help/[Facebook Help Centre]

http://support.google.com/blogger/?hl=en [Blog Support]

http://support.twitter.com/groups/31-twitter-basics [Twitter Guide/Help Centre]
http://www.slideshare.net/jacoborquin/online-marketing-strategy-1918646http://www.slideshare.net/jacoborquin/online-marketing-strategy-1918646http://en.wikipedia.org/wiki/Internet_marketinghttp://en.wikipedia.org/wiki/Internet_marketinghttp://marketing.about.com/od/internetmarketingstrategy/a/internettips.htmhttp://marketing.about.com/od/internetmarketingstrategy/a/internettips.htmhttp://www.pluggd.in/internet-marketing-branding-strategy-for-indian-software-players-297/http://www.pluggd.in/internet-marketing-branding-strategy-for-indian-software-players-297/http://www.facebook.com/help/http://www.facebook.com/help/http://support.google.com/blogger/?hl=enhttp://support.google.com/blogger/?hl=enhttp://support.twitter.com/groups/31-twitter-basicshttp://support.twitter.com/groups/31-twitter-basicshttp://support.twitter.com/groups/31-twitter-basicshttp://support.google.com/blogger/?hl=enhttp://www.facebook.com/help/http://www.pluggd.in/internet-marketing-branding-strategy-for-indian-software-players-297/http://marketing.about.com/od/internetmarketingstrategy/a/internettips.htmhttp://en.wikipedia.org/wiki/Internet_marketinghttp://www.slideshare.net/jacoborquin/online-marketing-strategy-1918646

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