Marketing at FORE - Sigma Knowledge Series: Session 1 (Social Media Optimization)
- 1. Session 1 : Digital Marketing SigMa Knowledge Series
- 2. DIGITAL MARKETING ISHA PAROHA RISHI KAD
- 3. What is Digital Marketing? Digital marketing is the use of digital technologies to create integrated, targeted and measurable communications which help to acquire and retain customers while building deeper relationships with them. Notes Here “targeted” word is used to express the conciseness of the definition of the digital media audience. Reaching a mass audience quickly by using digital technology does not constitute Digital Marketing. In fact, some would argue that reaching a more targeted audience iteratively is a more clear definition of Digital Marketing. “Measurable” is used to show that the results of a digital marketing effort can be tracked by reach, views, clicks, visits, response rates, purchases made and so on. “Relationship” because an iterative approach to marketing requires the establishment of a relationship. It must establish relationships because marketing using digital technology generally requires input from potential consumers. In traditional marketing the media was broadcast in which ‘message’ was communicated which used to be expensive , complicated , very much controlled and taking feedback or measuring responses was a cumbersome task. …………
- 4. Notes RSS Rich Site Summary (originally RDF Site Summary, often dubbed Really Simple Syndication) is a family of web feedd formats used to publish frequently updated works— such as blog entries, news headlines, audio, and video—in a standardized format. An RSS document (which is called a "feed", "web feed", or "channel") includes full or summarized text, plus metadata such as publishing dates and authorship. RSS feeds benefit publishers by letting them syndicate content automatically. A standardized XML file format allows the information to be published once and viewed by many different programs. They benefit readers who want to subscribe to timely updates from favorite websites or to aggregate feeds from many sites into one place. RSS feeds can be read using software called an "RSS reader", "feed reader", or "aggregator", which can be web-based , desktop-based , or mobile-device-based. The user subscribes to a feed by entering into the reader the feed's URI or by clicking a feed icon in a web browser that initiates the subscription process. The RSS reader checks the user's subscribed feeds regularly for new work, downloads any updates that it finds, and provides a user interface to monitor and read the feeds. RSS allows users to avoid manually inspecting all of the websites
- 5. they are interested in, and instead subscribe to websites such that all new content is pushed onto their browsers when it becomes available. Example : a RSS feed of TOI - By using RSS feeds, the user can stay updated on the news from TOI and other news sources with little extra RSS (Really Simple Syndication) feeds are normally provided in three ways: headlines only, headlines with excerpts and full text feeds. TOI provides you headlines with excerpts, for free. TOI grants you permission to only access and make personal use of its RSS feeds and you agree not to, directly or indirectly, download, modify, alter, change, amend, vary, transform, revise, translate, copy, publish, distribute or otherwise disseminate these RSS feeds, or any portion of these — except with the express consent of Times Internet Ltd (TIL).
- 6. What is done in digital marketing? SMO is an integral part of social media marketing . It aims at reaching targeted customers through social media . It is defined by the distribution of social objects and their ability to rise to the top any related search query where and when it is performed. It is a method of search optimization that promotes content through social features, allowing it to be streamed across third party communities and networks.
- 7. WHAT SMO CAN DO? Brand recall- easy Direct communication with prospect. Increase your likability from high authority websites Tagging and Bookmarking is easy Gaining inbound links Help your content travel across social media channels Participating Social communities
- 8. Knowing how to target your audience by Micro Blogging (Ex. Twitter) Driving targeted traffic to your website Build links back to your site Monitoring the discussion in your market (Social Media Monitoring) SOCIAL MEDIA PLAN Social Media Optimization has different stages : 1) Creators: Publishing digital media assets to public websites such as Youtube, Flickr etc 2) Critics: Comments on Blogs, Ratings for posts 3) Collectors: RSS feeds, Tagging, bookmarking 4) Joiners: Conversation in Social Network websites and in Communities Spectators
- 9. 1. Embrace technology, transparency 2. Do your home work – know the audience 3. Focus on niche communities 4. Create value rather than expect value 5. Encourage and reward interaction 6. Listen and respond
- 10. 1) Move-to-mobile. 2) New social applications. 3) More advertising budget on Social media.
- 12. Gaurav Arora, FMG 20 (Has his own FB page by the name of Gaurav Arora Photography) Social Networking sites gives one a huge platform and immense reach if used judiciously Knowledge of your target customer is of prime importance The best way to do marketing is to try it out yourself The result of digital marketing on his FB page in a snapshot
- 13. Arushi Agarwal, FMG 20 (Arushi worked in a digital marketing role during her internship) It is imperative to have a taste of failure to become successful in a particular field Its easy to get things viral and garner publicity, but difficult to actually control its impact; it might be positive publicity or end be up being negative A glimpse of her endeavor with digital marketing can be seen at https://www.facebook.com/BerkshireInsurance
- 14. Prateek Jain, FMG 20 (He has done a few live projects based on digital marketing) Understanding consumer needs and behavior pattern For a mobile app dealing with personal safety, an effective way of promoting using social media platform that is to promote the key differentiation factor of this product that is safety using animated videos and showing how it can prevent many crimes in the coming future. "Pepsi Refresh Project" which was the most successful campaign ever launched using social media platform. “Doing something good for the society”, was a way to engage end consumers in getting them associated with the product
- 15. Appendix Introducing the SigMa team (2012-14 batch)