The document discusses how brands are using social media effectively. It provides examples of how Ford, American Express, P&G, Virgin Atlantic Airways, Flipkart, Tata Nano, Star Plus, OnePlus and political leaders like Narendra Modi and Sushma Swaraj utilize social media. Some key points made are that social media can boost brand awareness, trials and sales when campaigns go viral. It also provides rich customer insights. Brands must keep social media activities aligned with their brand values and promise. The document also discusses some marketing concepts like CRM, market segmentation, brand equity and their relation to social media.
11. Communicate Clear Customer Promise.
VAA uses social media to check that the brand
promise is both understood and relevant
They learn what people are saying in call
centres, websites, and public opinion.
Keep all its social media activities true to and
in support of the brand values
13. Continual Improvement
Customer Complaints
Travel Blogs . The most-read section of Virgin
Atlantic’s Facebook page includes travel tips
from crew members
VAA Arranged taxi sharing for passengers
of same flight
14. Innovation Beyond the Familiar
Flight tracker (real-time Aircraft positions) and
VVA iPhone app
Facebook Flight Status App (first for any
airline)
Flight Club Flight Entertainment
systems @ “Premium Economy Class”
15. Many companies
in India have
realised the
importance of
social media
in Brand
establishment
Module 3
16. We see flipkart
promotions everywhere.
They actively participate
in social media
marketing and have
successfully engaged a
major chunk of loyal
Indian customers.
17. It created a quiz for
football fans during
world cup 2014. Only
Indians could participate
in this contest and were
required to follow coffee
café day on twitter and
use #CCDfootballquiz.
18. Tata Nano launched a
social media campaign,
geared towards the
youth. It consisted of
youth centric pictures and
slogans. The campaign
was a hit as it
successfully reached to
its target audience and
the objectives of the
campaign were fulfilled.
19. They engaged in a lot of
social media activities
during the time when the
‘Mahabharata’ series was
launched. The author of the
series, mr. Devdutt Paitnaik
was engaged in a twitter
chat with the followers of
the channel. Also, there
was a social media game
based on the series.
20. OnePlus’ marketing
strategy was so effective
that they managed to
grab the word’s attention,
as traffic to the product’s
website comes from all
corners of the globe.
21. Marketing teams of corporate brands are
constantly at war with each other
22. Even Political Organisations and
Leaders have noticed the influence of
social media on people and have started
using it as an asset
23. Narendra Modi’s twitter
account is among most
followed accounts on twitter.
He has successfully used social
media in each and every
campaign he initiated.
For example:
#SwachhBharatAbhiyan
#SelfieWithDaughter
#YogaDay
#AcheDin
Narendra Modi
Prime Minister of India
24. Smt. Sushma
Swaraj
(Minister of External Affairs of
India)
She is widely popular
for her very active
twitter account and
frequently addresses
the grievance's of
people on social
media
26. Customer relationship
management
Social Media promotes
Customer empowerment thus
fulfilling purpose of CRM. It
helps to make the brand
relevant to customers.
Approach to managing a company's Interactions
with current and future customers.
27. Marketing Intelligence
System
It systematically gathers and processes critical
Business Information for marketing decisions.
Social Media is a great source for MIS.
Customer reviews
and expert opinions
on public blogs
28. Market segmentation
It involves Dividing a broad target market into
subsets of consumers and then designing and
implementing strategies to target them.
Social Media marketing
campaigns are generally
designed for particular
segments
29. Brand Equity
The commercial value that derives from consumer
Perception of the brand name of a particular
product rather than from the product itself.
SM provides a simpler path
to establish brand equity of
some brand. Brands
considerate to customers
feedback on social media
are liked by consumers
30. Customer Database
Social media is a
gold mine of
information. It
helps in deciding
offers for different
customers. and thus
deepen customer
loyalty.
31. Post purchase Actions
Online reviews play an
important role in Post
purchase Actions
of a customer, making the
customer feel delighted
or disappointed from the
purchase!!
Post-Purchase Behaviour is the stage of the Buyer Decision
Process when a consumer will take additional action,
based purely on their satisfaction or dissatisfaction.