Social Media Marketing
Ayojak Case Study
GROUP 8: ESTHER, MONICA, RENAUD, SOBIA
PROF. ASHWIN MALSHE – UNIVERSITÄT MANNHEIM
Background
What Online Event Management Product Solution in India and
the UK
Products Ticketing, Social Meets, Event Promo...
Event Management Industry (EMI)
 An industry involved in researching, planning, organizing, implementing,
controlling and...
Background: Business Model
AyojakEvent Organizers Attendees
Ayojak acts as an intermediary between event organizers and ev...
1. Social Media Strategy
 Primary objective of using social media: To increase word of mouth
about its products and to bu...
1. Social Media Strategy
 Outsourcing
 Ayojak outsourced social media activities to a Noida-based social
media agency
 ...
1. Social Media Strategy
Monitor • Build a substantial following on FB and Twitter
• Collected customized demographical da...
1. Social Media Strategy: Social
Media as a product
 Using social media to build a following of end customers (event
atte...
1. Social Media Strategy: Event
Management Industry
Facebook Twitter Corporate
Blog
Description
EventAvenue ✕ ✕ ✕ Others: ...
1. Social Media Strategy: Event
Management Industry
 Covered the main channels that main industry players were in
(Facebo...
2. What is content?
 Information that is provided by companies to educate, inform
or entertain customers or prospects thr...
2. What is content strategy?
 The practice of planning for the creation, delivery and
governance of useful, usable conten...
2. What is content strategy?
 Creating relevant content to reach an objective
 Delivering content on appropriate social ...
3. Ayojak’s content strategy
 Creating relevant content to reach an objective
 Objective : to promote events of Ayojak’s...
3. Ayojak’s content strategy
 Creating relevant content to reach an objective
 While some things posted by Ayojak may no...
3. Ayojak’s content strategy
 Creating relevant content to reach an objective
 Objective : to promote its brand among st...
2. Ayojak’s content strategy
 Creating relevant content to reach an objective
 Testimonials serve as a positive reinforc...
3. Ayojak’s content strategy
 Delivering content on appropriate social media platform
Corporate
Blog
- Good platform for ...
3. Ayojak’s content strategy
 Delivering content on appropriate social media platform
Corporate
Blog
- Posts are limited ...
Corporate
Blog
3. Ayojak’s content strategy
 Delivering content on appropriate social media platform
- Able to address se...
3. Ayojak’s content strategy
 Delivering content on appropriate social media platform
Corporate
Blog
 Clients’ upcoming ...
 Delivering content on appropriate social media platform
 More than three-quarters of its Facebook posts are promoting e...
3. Ayojak’s content strategy
 Delivering content on appropriate social media platform
 Its corporate blog keeps Ayojak’s...
3. Ayojak’s content strategy
 Governing discussions surrounding the content
 Respond promptly to queries, especially whe...
3. Ayojak’s content strategy
 Governing discussions surrounding the content
 Tackle negative feedback and leave such com...
3. Ayojak’s content strategy
 Governing discussions surrounding the content
 Allow feedback from satisfied clients to bu...
3a. Suggested changes to Ayojak’s
content strategy
OBJECTIVES OF SOCIAL MEDIA
 Attract larger clients
 More engaging soc...
 Use of “SUCCES” in order to change/improve
content strategy
Simplicity
Unexpectedness
Concretness
Credibility
Emotions
S...
 Stick on one logo and one name
 People will/can recognize the brand by its logo and can link it to the
brands name (mem...
 Make the audience to pay attention to Ayojak’s
ideas, and maintain their interest
 Violate people’s expectations and to...
 Make the idea and promises clear, through short videos (eg.
how to… pay for a ticket/how eticketing works etc.
 Share m...
 Make people believe in what Ayojak is doing, by giving
feedback of events and analysis of the ticket
system for example ...
▶
▶ Sharing pictures of events, (eg emotions of crowd on a
concert; letting people share their event experience, tag thems...
▶
▶ Ayojak makes their own posters and ask celebrities/
people part of the events to pose in front of their posters. Subtl...
Jonah Berger’s Formula (STEPPS)
 Social currency: share info that make Ayojak look smart -
Have a “thank you” post – « 20...
Jonah Berger’s Formula (STEPPS)
 Public: show, to make it grow, updating social media platforms on
regular, daily basis. ...
Further Recommendations
▶ Have a “tickets can be purchased at Ayojak” logo on
posters.
▶ QR codes
▶ Product promotions on ...
4. Threats from Facebook and
LinkedIn events
 No substantial threat (payment facility provided by Ayojak
lacking on socia...
4. Threats from Facebook and
LinkedIn events
 LinkedIn provides a potential attendees database based on clients
from the ...
Thank You
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Ayojak - Group 8 Solution

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  • Ayojak’s content strategy spreads over three main platforms; its Facebook page, twitter page and corporate blog. On these three social media, it shares different content targeted at different people. Lets find out what the objectives are of each social medium, and how Ayojak puts in the relevant content and manage them.
  • We will first evaluate the types and functions of social media platforms.
  • This is how Ayojak focuses on what content to put on each social media platform.
  • 75.2% of Ayojak’s posts on Facebook between Jan and Apr 2011 is about the brand and its products, while the remaining 25% are on news, contests, and entertainment.
  • Ayojak - Group 8 Solution

    1. 1. Social Media Marketing Ayojak Case Study GROUP 8: ESTHER, MONICA, RENAUD, SOBIA PROF. ASHWIN MALSHE – UNIVERSITÄT MANNHEIM
    2. 2. Background What Online Event Management Product Solution in India and the UK Products Ticketing, Social Meets, Event Promote, Conference End-to-end solution: creation of event web page, ticket sales, collation of attendee information, event promotion on social media, and customer support for booking tickets online Clients Business Clients (B2B): Start-ups to mid-size firms from various sectors such as entertainment, technology, sports and business End Customers: Young people / event attendees
    3. 3. Event Management Industry (EMI)  An industry involved in researching, planning, organizing, implementing, controlling and evaluating an event (source: ask.com)  Companies working in the Event Management Industry provide their clients with tools to organize and manage events (ticketing, publicity…)  Social media outlets have paramount importance for companies in the Event Management Industry as they can boost the attendance of an event an as they can (to a certain extent) replace specialized companies (Facebook Events, LinkedIn events…)
    4. 4. Background: Business Model AyojakEvent Organizers Attendees Ayojak acts as an intermediary between event organizers and event attendees. Ayojak utilizes few offline marketing efforts, and relied mainly on word of mouth. Hence social media acted as a tool to for Ayojak to reach both event organizers (clients) and attendees.
    5. 5. 1. Social Media Strategy  Primary objective of using social media: To increase word of mouth about its products and to build its brand in the online event management industry Facebook Mainly to promote events of B2B clients (event organizers) Twitter Promoting events and interacting with community members Corporate Blog Placed greater emphasis on Ayojak and its products (some event posts)
    6. 6. 1. Social Media Strategy  Outsourcing  Ayojak outsourced social media activities to a Noida-based social media agency  The agency was given clear objectives, and deliverables for each objectives were outlined  One of the deliverables included word of mouth
    7. 7. 1. Social Media Strategy Monitor • Build a substantial following on FB and Twitter • Collected customized demographical data regarding prospective event attendees for event organizers Respond • Build engagement among Ayojak community members • Collate feedback from B2B clients and end customers and list changes to be incorporated into products based on feedback • Provide support to B2B clients and end customers • Twitter used for customer interaction Amplify • Use FB, Twitter, corporate blog to advertise clients’ events • More emphasis on Ayojak and its products on corporate blog Lead • Be open and honest to customers • Gather customer sentiments: customer appreciation if a good job was done, or apologize and improve if customers are unhappy
    8. 8. 1. Social Media Strategy: Social Media as a product  Using social media to build a following of end customers (event attendees), Ayojak provides product solutions which includes more social media coverage at a higher price  Ayojak Ticketing  Only Elite and Premium offers Social Media Promotion  Ayojak Event Promote  Elite offers 6 weeks of social media solutions, 3 weeks for Premium then 1 week for Standard  Only Elite offers social media monitoring
    9. 9. 1. Social Media Strategy: Event Management Industry Facebook Twitter Corporate Blog Description EventAvenue ✕ ✕ ✕ Others: Website - Case studies, white papers MeraEvents ✓ ✓ ✓ Promote clients’ events and build customer engagement DoAttend ✓ ✓ ✓ Promote clients’ events, interact, customer support, educate users of new features Bookmyshow ✓ ✓ ✓ FB: Promote movie releases Twitter: Shared related content Eventnu ✓ ✓ ✓ Promote clients’ events, share details about organization, build customer engagement Ayojak ✓ ✓ ✓ Promote clients’ events, build customer engagement, information about Ayojak and its products Others: LinkedIn
    10. 10. 1. Social Media Strategy: Event Management Industry  Covered the main channels that main industry players were in (Facebook, Twitter, corporate blogs)  Relatively low followership on Facebook and Twitter as of April 2011 (680 and 610 respectively) compared to Bookmyshow (266,884 and 5,600 respectively)  Greater focus on clients’ events promotion (on Facebook and Twitter) rather than building the brand to B2B clients (compared to EventAvenue, which only has a corporate website targeted at B2B clients). Ayojak engaged both B2B and end customers (event attendees)
    11. 11. 2. What is content?  Information that is provided by companies to educate, inform or entertain customers or prospects through grabbing their attention or causing behavior that results in sales, leads or advocacy.
    12. 12. 2. What is content strategy?  The practice of planning for the creation, delivery and governance of useful, usable content.  Helps to engage an organization and its community members on a particular social media platform.
    13. 13. 2. What is content strategy?  Creating relevant content to reach an objective  Delivering content on appropriate social media platform  Governing discussions surrounding the content
    14. 14. 3. Ayojak’s content strategy  Creating relevant content to reach an objective  Objective : to promote events of Ayojak’s B2B clients Content: posts of clients’ events, news, quizzes and contests, entertainment (fun facts, quotes) on social media platforms such as Facebook and Twitter.
    15. 15. 3. Ayojak’s content strategy  Creating relevant content to reach an objective  While some things posted by Ayojak may not directly help promote the events of its clients, they serve the purpose of engaging people.  By uploading relevant photos, videos and having contests, these can spur event attendees’ interests and raise the hype of an upcoming event.  Helps Ayojak position itself not merely as an “event calendar” but a reputable organisation eager to put its clients’ customers’ interests at heart.
    16. 16. 3. Ayojak’s content strategy  Creating relevant content to reach an objective  Objective : to promote its brand among stakeholders (build brand identity, create brand awareness.) Content: posts about Ayojak, e.g. testimonials from clients, company announcements
    17. 17. 2. Ayojak’s content strategy  Creating relevant content to reach an objective  Testimonials serve as a positive reinforcement to potential clients that Ayojak is a trustworthy and experienced online event management company.  Company announcements can be made promptly to its clients, as opposed to going through press statements which might not even reach its target audience.  Engagement with potential clients gives Ayojak a better impression.
    18. 18. 3. Ayojak’s content strategy  Delivering content on appropriate social media platform Corporate Blog - Good platform for sharing information, photos and videos. - People who log onto it often spend more time reading through the posts to be updated on what is happening around them.
    19. 19. 3. Ayojak’s content strategy  Delivering content on appropriate social media platform Corporate Blog - Posts are limited to 140 characters - Might be a challenge to post something longer and more information - People who use it often just want bite-size pieces of information.
    20. 20. Corporate Blog 3. Ayojak’s content strategy  Delivering content on appropriate social media platform - Able to address serious issues and provide comprehensive information through in- depth write-ups. - Potential clients can comment without worrying that their queries will be lost with the comments of event-goers. - Separates Ayojak’s two target audiences – clients and event-goers
    21. 21. 3. Ayojak’s content strategy  Delivering content on appropriate social media platform Corporate Blog  Clients’ upcoming events  Interaction with community members (messages, contests etc.)  Information and updates about Ayojak
    22. 22.  Delivering content on appropriate social media platform  More than three-quarters of its Facebook posts are promoting events of its clients 3. Ayojak’s content strategy
    23. 23. 3. Ayojak’s content strategy  Delivering content on appropriate social media platform  Its corporate blog keeps Ayojak’s clients and interested parties updated.
    24. 24. 3. Ayojak’s content strategy  Governing discussions surrounding the content  Respond promptly to queries, especially when people expect things to be done faster on social media platforms.
    25. 25. 3. Ayojak’s content strategy  Governing discussions surrounding the content  Tackle negative feedback and leave such comments there along with Ayojak’s response.  Shows itself as a responsible brand which does not evade any problems. Furthermore, the problem may serve as a testimonial of Ayojak’s work ethics.
    26. 26. 3. Ayojak’s content strategy  Governing discussions surrounding the content  Allow feedback from satisfied clients to build its credibility and reputation.
    27. 27. 3a. Suggested changes to Ayojak’s content strategy OBJECTIVES OF SOCIAL MEDIA  Attract larger clients  More engaging social media presence  Building Ayojak’s brand image through social media
    28. 28.  Use of “SUCCES” in order to change/improve content strategy Simplicity Unexpectedness Concretness Credibility Emotions Stories 3a. Suggested changes to Ayojak’s content strategy
    29. 29.  Stick on one logo and one name  People will/can recognize the brand by its logo and can link it to the brands name (memorable).  Slogan/companies mission should be clearly visible on ➥ Social media ➥ (eg. use fb cover page for their slogan)  Share content to those who it is relevant to ➥(younger age group, locations etc.) 3. Simplicity
    30. 30.  Make the audience to pay attention to Ayojak’s ideas, and maintain their interest  Violate people’s expectations and to be counterintuitive 3. Unexpectedness
    31. 31.  Make the idea and promises clear, through short videos (eg. how to… pay for a ticket/how eticketing works etc.  Share mission statement on social media (eg. What is our aim? promote business events etc) 3. Concreteness
    32. 32.  Make people believe in what Ayojak is doing, by giving feedback of events and analysis of the ticket system for example (list facts: eg. through eticketing we could save 84 trees) 3. Credibility
    33. 33. ▶ ▶ Sharing pictures of events, (eg emotions of crowd on a concert; letting people share their event experience, tag themselve on event pictures, link it to Ayojak) 3. Emotions
    34. 34. ▶ ▶ Ayojak makes their own posters and ask celebrities/ people part of the events to pose in front of their posters. Subtle advertisement for Ayojak. (For Facebook posts to generate more interest) 3. Stories
    35. 35. Jonah Berger’s Formula (STEPPS)  Social currency: share info that make Ayojak look smart - Have a “thank you” post – « 2000 people came to this event! Thank you for trusting Ayojak. With its safe payment options, it’s the people’s choice etc. »  Triggers: Emphasize on its benefits: advocate of environmental sustainability, safe payment  Emotion- covered above in SUCCES framework
    36. 36. Jonah Berger’s Formula (STEPPS)  Public: show, to make it grow, updating social media platforms on regular, daily basis. Enter new social media such as instagram (apps)  Practical value: news people can find useful, upcoming events near their area. Make their blog mobile friendly  Stories- covered above in SUCCES framework
    37. 37. Further Recommendations ▶ Have a “tickets can be purchased at Ayojak” logo on posters. ▶ QR codes ▶ Product promotions on social media (5% off your ticket when you pay online)
    38. 38. 4. Threats from Facebook and LinkedIn events  No substantial threat (payment facility provided by Ayojak lacking on social media)  However, the viral nature of social media make Facebook and LinkedIn events more visible than on Ayojak  Higher engagement on Facebook/LinkedIn, higher visibility and higher interaction with other potential attendees
    39. 39. 4. Threats from Facebook and LinkedIn events  LinkedIn provides a potential attendees database based on clients from the business world ➥ high relevance for business related events (conferences, seminars… than on Ayojak) + interesting side services (i.e. TripIt app)  If Ayojak manages to use Events on social media wisely ➥ win- win situation (payment facility from Ayojak combined with increased visibility through Social Networks)
    40. 40. Thank You
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