IRJCInternational Journal of Social Science & Interdisciplinary ResearchVol.1 Issue 7, July 2012, ISSN 2277 3630SOCIAL MEDIA MARKETING: STRATEGIES & ITS IMPACTVIVEK BAJPAI*; DR. SANJAY PANDEY**; MRS. SHWETA SHRIWAS****Assistant Professor & Head,Department of Commerce & ManagementDr. C. V. Raman University,Kargi Road, Kota, Bilaspur, C.G., India.**Associate Professor & Head,Department of Management,Chouksey Engineering College,Lal Khadan , Bilaspur, C.G., India.***Assistant Professor,Department of Commerce & Management,Dr. C. V. Raman University,Kargi Road, Kota, Bilaspur, C.G., India.ABSTRACTINTRODUCTIONSocial media marketing refers to the process of gaining website traffic or attention through socialmedia sites. Social media marketing programs usually center on efforts to create content thatattracts attention and encourages readers to share it with their social networks. A corporatemessage spreads from user to user and presumably resonates because it appears to come from atrusted, third-party source, as opposed to the brand or company itself. Hence,this form of marketing is driven by word-of-mouth, meaning it results in earned media ratherthan paid media.214KEYWORDS: Social Media, Blog, Twitter, Facebook, Social Advertising.www.indianresearchjournals.comToday, we are in 21st century and people do not find time to come & interact with each other.Social media helps in connecting themselves with social networking sites through which nowpeople can stay far and yet remain connected. Apart from this media like Facebook create a loyalconnection between product and individual which leads to large advertising opportunities.Similarly, other social media like Blogs create a platform to post comment on any event whichneeds to be publicized also can be utilized as a promotional technique for customer’s adoption aswell as for promotions. Now users are acquiring followers & subscribers and directing them toyour social networking page. These media has an competitive edge over other popular publicmedia like Television because there is a time gap between social event occurrence and the time itis being broadcasted. This research paper emphasizes on the strategies which can take this viralmarketing mode beyond the normal social media at present. As a result it can also help inbuilding your community strong enough to make your marketing effective & initiative buying.
IRJCInternational Journal of Social Science & Interdisciplinary ResearchVol.1 Issue 7, July 2012, ISSN 2277 3630Social media has become a platform that is easily accessible to anyone with internet access.Increased communication for organizations fosters brand awareness and often, improvedcustomer service. Additionally, social media serves as a relatively inexpensive platform fororganizations to implement marketing campaigns.SOCIAL MEDIA OUTLETS/PLATFORMSTWITTER, FACEBOOK, GOOGLE , YOUTUBE, BLOGSSocial networking websites allow individuals to interact with one another and buildrelationships. When products or companies join those sites, people can interact with the productor company. That interaction feels personal to users because of their previous experiences withsocial networking site interactions. Social networking sites like Twitter, Facebook, GooglePlus, YouTube, Pinterest and blogs allow individual followers to “retweet” or “repost”comments made by the product being promoted. By repeating the message, all of the usersconnections are able to see the message, therefore reaching more people. Social networking sitesact as word of mouth. Because the information about the product is being put out there and isgetting repeated, more traffic is brought to the product/company.Through social networking sites, products/companies can have conversations and interactionswith individual followers. This personal interaction can instill a feeling of loyalty into followersand potential customers. Also, by choosing whom to follow on these sites, products can reach avery narrow target audience.ENGAGEMENTIn the context of the social web, engagement means that customers and stakeholders areparticipants rather than viewers. Social media in business allows anyone and everyone to expressand share an opinion or idea somewhere along the business’s path to market. Each participatingcustomer becomes part of the marketing department, as other customers read their comments orreviews. The engagement process is then fundamental to successful social media marketing.215Cell phone usage has also become a benefit for social media marketing. Today, many cell phoneshave social networking capabilities: individuals are notified of any happenings on socialnetworking sites through their cell phones, in real-time. This constant connection to socialnetworking sites means products and companies can constantly remind and update followersabout their capabilities, uses, importance, etc. Because cell phones are connected to socialnetworking sites, advertisements are always in sight. Also many companies are now putting QRcodes along with products for individuals to access the companies website or online serviceswith their smart-phones.www.indianresearchjournals.comCELL PHONES
IRJCInternational Journal of Social Science & Interdisciplinary ResearchVol.1 Issue 7, July 2012, ISSN 2277 3630CAMPAIGNSADIDASIn 2007, Adidas, and their agency Carat, created a social media experience for soccer players.Adidas pitted two different cleat types against one another and asked people to “choose yourside.” The content focused on fostering an environment of friendly discussion and debate ofAdidas’ two models of elite soccer cleats/boots, Predator and F50 TUNIT. Visitors to thecommunity had the opportunity to align themselves with one product “team” and offer commentsin support of their preferred model. The community included content about professional Adidassoccer players on each “team,” rotational product views, downloadable graphics, forumdiscussions, a link to additional product information, and a link to the adidas Mexico Fútbolprofile page.BETTY WHITESocial networking sites can have a large impact on the outcome of events. In 2010, a Facebookcampaign surfaced in the form of a petition. Users virtually signed a petition asking NBCUniversal to have actress Betty White host Saturday Night Live. Once signed, users forwardedthe petition to all of their followers. The petition went viral and on May 8, 2010, Betty Whitehosted SNL.2008 PRESIDENTIAL ELECTIONThe 2008 presidential campaign had a huge presence on social networking sites. Barack Obama,a Democratic candidate for US President, used Twitter and Facebook to differentiate hiscampaign. His social networking site profile pages were constantly being updated and interactingwith followers. The use of social networking sites gave Barack Obama’s campaign access to email addresses, as posted on social networking site profile pages. This allowed the DemocraticParty to launch e-mail campaigns asking for votes and campaign donations.TACTICSTWITTERTwitter allows companies to promote products on an individual level. The use of a product canbe explained in short messages that followers are more likely to read. These messages appear onfollowers’ home pages. Messages can link to the product’s website, Facebook profile, photos,videos, etc. This link provides followers the opportunity to spend more time interacting with the216Small businesses also use social networking sites as a promotional technique. Businesses canfollow individuals social networking site uses in the local area and advertise specials and deals.These can be exclusive and in the form of “get a free drink with a copy of this tweet”. This typeof message encourages other locals to follow the business on the sites in order to obtain thepromotional deal. In the process, the business is getting seen and promoting itself.www.indianresearchjournals.comLOCAL BUSINESSES
IRJCInternational Journal of Social Science & Interdisciplinary ResearchVol.1 Issue 7, July 2012, ISSN 2277 3630product online. This interaction can create a loyal connection between product and individualand can also lead to larger advertising opportunities. Twitter promotes a product in real-time andbrings customers in.FACEBOOKFacebook profiles are more detailed than Twitter. They allow a product to provide videos,photos, and longer descriptions. Videos can show when a product can be used as well as how touse it. These also can include testimonials as other followers can comment on the product pagesfor others to see. Facebook can link back to the product’s Twitter page as well as send out eventreminders. Facebook promotes a product in real-time and brings customers in.As marketers see more value in social media marketing, advertisers continue to increasesequential ad spend in social by 25%. Strategies to extend the reach with Sponsored Stories andacquire new fans with Facebook ads continue to an uptick in spend across the site. The studyattributes 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 theamount annually.BLOGSBlogs allow a product or company to provide longer descriptions of products or services. Thelonger description can include reasoning and uses. It can include testimonials and can link to andfrom Facebook, Twitter and many social network and blog pages. Blogs can be updatedfrequently and are promotional techniques for keeping customers. Other promotional uses areacquiring followers and subscribers and direct them to your social network pages.SOCIAL MEDIA MARKETING TOOLSBesides research tools, there are many companies providing specialized platforms/tools for socialmedia marketing, such as tools for:Social AggregationSocial Book Marking and TaggingSocial Analytics and ReportingAutomationSocial MediaBlog Marketingwww.indianresearchjournals.comSocial Media Monitoring217Validation
IRJCInternational Journal of Social Science & Interdisciplinary ResearchVol.1 Issue 7, July 2012, ISSN 2277 3630IMPLICATION ON TRADITIONAL ADVERTISINGMINIMIZING USETraditional advertising techniques include print and television advertising. The Internet hadalready overtaken television as the largest advertising market. Websites often include banner orpop-up ads. Social networking sites don’t always have ads. In exchange, products have entirepages and are able to interact with users. Television commercials often end witha spokesperson asking viewers to check out the product website for more information. Print adsare also starting to include barcodes on them. These barcodes can be scanned by cell phonesand computers, sending viewers to the product website. Advertising is beginning to moveviewers from the traditional outlets to the electronic ones.LEAKSInternet and social networking leaks are one of the issues facing traditional advertising. Videoand print ads are often leaked to the world via the Internet earlier than they are scheduledto premiere. Social networking sites allow those leaks to go viral, and be seen by many usersmore quickly. Time difference is also a problem facing traditional advertisers. When socialevents occur and are broadcast on television, there is often a time delay between airings onthe east coast and west coast of the United States. Social networking sites have become a hub ofcomment and interaction concerning the event. This allows individuals watching the event on thewest coast (time-delayed) to know the outcome before it airs. The 2011 GrammyAwards highlighted this problem. Viewers on the west coast learned who won different awardsbased on comments made on social networking sites by individuals watching live on the eastcoast. Since viewers knew who won already, many tuned out and ratings were lower. All theadvertisement and promotion put into the event was lost because viewers didn’t have a reason towatch.MEDIAMARKETINGSTRATEGIESFORSMALLThe definition of an advanced social strategy is a technique that goes beyond the normal socialmedia presence. It introduces or reinforces a marketing message while pushing a user to anotherprofile or business site. Before moving forward with an advanced strategy, it’s important thatyour business understands social marketing, has experience engaging consumers, and that youpossess a basic understanding of online marketing.STRATEGY 1: MULTIMEDIA USAGEThe term “A picture is worth a thousand words” has never been truer. Consumers are now usingthe web to look for product pictures and videos; they want more information and want to seewhat they’re considering buying. The good news is that it’s easy for a company to create andpublish videos and pictures. In addition to taking photos of products, you can also take picturesat office events as a way to highlight company culture. This not only helps convince others towork with you or to buy from you (consumers see that you are down to earth and one of them,www.indianresearchjournals.comSOCIAL2185 ADVANCEDBUSINESSES
IRJCInternational Journal of Social Science & Interdisciplinary ResearchVol.1 Issue 7, July 2012, ISSN 2277 3630instead of a stuffy company), it also helps your HR department recruit new employees. Whodoesn’t want to work for a company that celebrates birthdays and has a good time? Videos areuseful for explaining complex how-tos or concepts. Showing step by step directions can have agreater impact than even the most well written article. Businesses don’t have to invest huge sumsof money to create good videos, either. I highly recommend the relatively cheap Flip camcorder,which takes great videos and is easy for even a non-technical marketer to use. Multimedia canbreak down the faceless business-to-consumer sales flow and make your company appearfriendlier. Use videos and images to show that your business is fun, you care about youremployees, and most importantly, that you care about your customers.EXAMPLE: WORLD MUSIC SUPPL.COMMany small businesses do some sort of offline advertising, whether it be radio, print, or cable.Social marketing allows a business to extend their offline sales pitch. Including your FacebookPage or blog URL in offline ads act as social proof, inviting potential consumers to see yourcommunity and increase trust in your business. Not only can integrating online and offlineadvertising help the conversion process, but it can also help build your community. Introducingpotential consumers to your social profiles means they may join your community now and buylater.219STRATEGY 2: INTEGRATE OFFLINE AND ONLINE cSupply.com, an online retailer of musical instruments and accessories, has usedYouTube to build a strong online community. Their channel has built over 7,000 subscribers andhas over 260,000 views.
IRJCInternational Journal of Social Science & Interdisciplinary ResearchVol.1 Issue 7, July 2012, ISSN 2277 3630STRATEGY 3: MESSAGE ADAPTATION220www.indianresearchjournals.comAs businesses start to become more sophisticated with social media they are starting to leveragemore online platforms. However, most deliver the same message over multiple platforms insteadof tailoring communications for each individual site. Social platforms each have an ecosystem oftheir own. What might be acceptable on Tumblr might be considered spam on Facebook. Aspecific style of writing might spread on Twitter but fail on FriendFeed. Understanding that eachsite is different and then customizing your message ensures they do well on each respective site.Not only does customizing messages across sites help the message spread but it keeps users fromreceiving multiple identical communications. Be sure to maximize your potential by sending auser that follows the business on Twitter and Facebook two different messages, instead of thesame thing.
IRJCInternational Journal of Social Science & Interdisciplinary ResearchVol.1 Issue 7, July 2012, ISSN 2277 3630STRATEGY 4: LOCAL SOCIAL NETWORKS, BEYOND YELPFor a small business, local search can be a big win. Being visible to consumers looking for abusiness in their area is extremely important. Make sure your site is included in local businessdirectories in order to help ensure that consumers find you when they need you. Sometimesfinding that many sites can be difficult, however. First, make sure you check your competitors.Where are they listed? Check their inbound links to check for business directories you can addyourself to. Also, make sure your business has been added to Google Maps, using the LocalBusiness Center. Take the time to include all the information you can and update any old news.For many consumers, this will be their first interaction with the business.221www.indianresearchjournals.comExample: Bella Napoli in Ne York Bella Napoli is a small pizzeria in New York that has done agreat job of making sure they appear in as many local searches as possible.
IRJCInternational Journal of Social Science & Interdisciplinary ResearchVol.1 Issue 7, July 2012, ISSN 2277 3630STRATEGY 5: CONTESTS AND DISCOUNTSBuilding a community is only the first part of social marketing. Using that community to drivesales, propagate marketing, or crowdsource operations is the true power of social media. Oneway to excite the community is to collectively do something to create a contest or offer anexclusive discount (i.e., the contest can create competition between users). Not only does acontest build buzz organically but if contestants need to, for example, publish an article that getsthe most comments in order to win, the contest itself becomes viral. A good social media contestshould include some sort of sharing or virality as a requirement for winning. Discounts are also agreat way to connect with your community. By giving exclusive coupons to your socialcommunity, you’re rewarding and reminding them that you are not only a brand to engage with,but also to buy from.EXAMPLE: rms.com decided to make it easier to register a domain by allowing people to do it viaTwitter. Those who participated or spread the word by tweeting, were also entered into a prizedrawing.
IRJCInternational Journal of Social Science & Interdisciplinary ResearchVol.1 Issue 7, July 2012, ISSN 2277 3630CONCLUSIONSocial platforms each have an ecosystem of their own. Creating a basic social media presence iseasy enough, getting your community to actually do something is more difficult. Make sure yoursite is included in local business directories in order to help ensure that consumers find you whenthey need you. Customizing messages across sites help the message spread but it keeps usersfrom receiving multiple identical communications. By giving exclusive coupons to your socialcommunity, you’re rewarding and reminding them that you are not only a brand to engage with,but also to buy from. Taking advantage of these strategies can help you build your community,make your marketing more effective, and incentivize buying.REFERENCE Social Media Marketing by www.wikipedia.com 5 Advanced Social Media Marketing Strategies for small business by Samir Balwani. Lazer, W., Kelley, E.J. (1973). Social Marketing: Perspectives and Viewpoints. Homewood:Richard D. Irwin Michael A. Stelzner (2010), Social Media Marketing Industry Report, “How Marketers areusing social media to grow their businesses”, Social Media Examiner, April 2010 Nora Ganim Barnes, Eric Mattson, “Still Setting the Pace in Social Media: The FirstLongitudinal Study of Usage by the Largest US Charities”, University of MassachusettsDartmouth Center for Marketing Research, 2008 Social Media in India – An Overview by techiedevil on June 11, 2010 in Social ew