group 7 ayojak submission

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Social Media Marketing – Case 1

Caroline Droit, Alizee Heems, Clémence Megarbane & Mathieu Cavelius

AyojakOnline Event Solutions

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PART I

OVERVIEW OF AYOJAK

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What is event management industry ? (1/2)

Project management to help create and develop various types of events through 5 steps :

Research Design Planning Coordination Evaluation

Advertisement on the InternetUse of social mediaTechnical developmentsMobile applicationsGreen concept

(Source: www.businessvibes.com)

TRENDS

EMI in India: INR 8 billion

Presentation of Ayojak Social media assessment Content strategy

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What is event management industry ? (2/2)

Bargaining power of customers Bargaining power of suppliers• Venue partners or technology

providers• Highly fragmented

Threat of new entrantsThreat of substitutes

Internal rivalry

• Development of mobile applications

• In-store purchase preference

• Low loyalty to brands• Ex: entrance of

Facebook and LinkedIn

• Annual growth rate 25%• Many small ventures competing

with major players

• Large choice • Low product differentiation• Low cost switching


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Presentation and timeline of Ayojak

• Ayojak is an online event management product solution offered by Signure Technologies Limited which was established in 2007 in India and in the UK

• Ayojak has been serving 10,000+ events from 21 countries and event attendee from 64 countries.

2008: Launched as event and venue listing portal

2009: Became an Event Ticketing & Solutions platform

2011: Expanded to Conference & Fundraising registrations

2010: $50,000 gross sales

2013: Rebranded as Explara

2012: $300,000 gross sales

(Source: explara.com)


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An end-to-end online solution

(Source: explara.com)

Ayojak works hand in hand with the customers to provide them with the best solution for the organization of events


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Clients

• Organizers of corporate events• From start-ups to mid-size firms• Various sectors: entertainment,

technology, sports and business

B2B customers

B2C customers

• End customers: event attendees• Young people willing to save time

when looking for an event• Active on digital and social media

“The market is operating in two specific levels” Mr S.Panda


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Products

Selling of tickets (online/offline). Safe online payment, promotion on social media, real-time reporting on sales and attendee data

Free product to help the organization of professional social events through a RSVP feature on social media platforms

Assistance for the creation of interactive campaigns with the help of social media. Full digital promotion solution

Product targeting large events organizers with solution for end-to-end services (registration, logistics, merchandising and so on)

Ticketing

Social Meets

EventPromote

Conference


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How does Ayojak make money ?

Business model

EVENT ORGANIZER

AYOJAK

ATTENDEES

Resources: Word of mouth &

Social Media

$% commission on

ticket sales depending on the

pricing offer

$Different pricing offers for Event

Promote Products

Ayojak is an intermediary between event organizers and event attendees and uses word of mouth and social media to reach both


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Value propositions

Facilitating online ticket sales

Collecting data on attendees

Providing secure online payment

Raising awareness on social media Being cost effective

Being convenient for customers

Offering end-to-end solutionsProviding customer support


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PART II

SOCIAL MEDIA

STRATEGY

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The goal of social media for Ayojak

BUILD BRAND AWARENESS• Use of word of mouth • Promotion of clients’

events• Customer engagement

EARN MONEY• Social media promotion

packages (from basic online promotion to collection of data on end-customers)

• Fixed and variable pricing

680 fans on Facebook

610 followers on Twitter

OUTSOURCING to a social media agency to focus on core competencies


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Assessment of the four primary functions

• Collection of customized demographical data regarding prospective event attendees

• Building a community thanks to a few identified influencers

• Use of Twitter to maximize customer interaction

• Provide effective and reactive customer support (B2B and B2C)

• Raise awareness of the brand through the promotion of events

• Use appropriate social media coverage between Facebook, Twitter and corporate blog to reach maximum of targeted customers

• Build trust among customers (online payment)

• Use of feedbacks to to improve the offer of products and meet the expectations of the market

MONITOR RESPOND

AMPLIFY LEAD


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Ayojak within the competitive environment

Low fan base on Facebook compared to Bookmyshow and MeraEvent(680 vs. 200 000+ fans)

Wide range of competitors with the same offer leads to a lack of differentiation

To gain market shares and visibility, Ayojak needs to improve its content strategy to make its social media presence more engaging


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PART III

CONTENT STRATEGY

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What is content? What is content strategy ?

“Content strategy evaluates business and customer needs and provides strategic direction on how improved content and content processes can help to achieve specific objectives. It’s a continual process of improvement.”

As defined by the Content Marketing Institute

Content strategy

Content

What ? It is the reason why people come to one’s web-page. There are two types of web content: text and multimedia.

How ? Companies need to select high-quality content, relevant to their business and their clients

What for ? Educate, inform and engage with one’s web-based community


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Ayojak’s type of content : Educate (1/3)

The main channel: full articles about the brand & new features

Limited number of characters that prevent the brand to get into details

A platform designed to build relationship more than to educate

EDUCATE : Give the customers information and news about the brand in order to build its reputation


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The main channel: use of the “share” feature to make the information go viral

Use of the “#” to be linked with facebook and to facilitate the sharing of information

INFORM: Deliver information about clients’ upcoming events. The blog is not used for this purpose.

Ayojak’s type of content : Inform (2/3)


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Ayojak’s type of content : Engage (3/3)

Effective customer service on Twitter through high quality and quick answers to complains and remarks

Very limited customer engagement (comments and shares)

Very limited customer engagement even if it is possible to comment the posts of the brand

ENGAGE: Create connection to the customer through showing that the brand pays attention to its customers and their feedbacks


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Evaluation of the social media content strategy

EDUCATE • Good focus on the blog • BUT it could be improved with more interaction and more

entertainment. The blog should also be more accessible

INFORM• Good visibility on Facebook and Twitter • BUT The brand suffers from a weak fan and follower base

ENGAGE• No entertainment at all (videos, games, etc)• No positive discussion about the brand or the products

neither from the event planners or from the customers• No story telling


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Recommendation : S-U-C-C-E-S strategy (1/3)

Simplicity:

Unexpectedness

Concreteness

Credibility

Emotions

Stories


MAIN OBJECTIVES • Attract larger size clients• Engage more with customers• Built brand awareness

Simplicity: The name does not recall the core business so we advise to change it to a more simple one Ex: Explora is more in line with the idea of discovering new events

Unexpectedness: Create surprise to attract people interest and emotion in order to arouse their curiosity on a long term basis and to drive immediate and on-going WOMEx: Create a flashmob in several big cities that would become cues associated with the brand (shared on Facebook, Youtube, and Twitter)

Concreteness: Create a clear message and explain the value proposition to the customerEx: Share videos of the CEO’s Mr Panda who explains the goals of the brands and its innovations (Blog, Facebook, Twitter)

S-U-C-C-E-S


Presentation of Ayojak Social media assessment Content strategy 22

Credibility: Give life to the positive feedbacks and make sure to answer people request in a due time with acuityEx: Videos of users who share their positive experiences (Facebook)

Emotion: Essential to create a real connection between the brand and the customer and to get the customer to engage and react to the online content.Ex: Use of gamification: Photo and video contests during events to be shared on Facebook/twitter

Story: Importance of storytelling to give context to emotion and make it lastEx: Show the worldwide presence of the brand thanks to a video that give an overview of what the brand is capable of.

S-U-C-C-E-S


Presentation of Ayojak Social media assessment Content strategy 23

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Recommendation: the marketing plan in 7 steps


Identify what the stakeholder as well as the customers expect to talk about in order to focus on it

Measure the effectiveness of the strategy through KPIs: fan base, number of sharing and comments, customer loyalty

Focus on Hub and bridge Brand community centered on customers experience

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Threats from Facebook and Linkedin


Facebook(+) Easy to create and to access (viral)(+) Allows engagement/ interaction from customers(-) Not “professional” (-) No payment facility

LinkedIn(+) Professional(+) Allows engagement/ interaction from customers(-) No payment facility(-) Less accessible than Facebook

Conclusion Facebook and LinkedIn are not a real threat for Ayojak as they do not provide payment facility and have a clear positioning of social media. The only way for Ayojak to keep up the pace would be to focus on its new content strategy in order to engage more with its customers and improve brand awareness among stakeholder and clients.

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Conclusion


Thank you

group 7 ayojak submission

Education