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2. Introduction
Customer
Competitor
Employee
Social media is a platform where everyone is present. Customers,
Competitors and Employees everyone is on social media.
Continued…

3. Not only marketing campaigns of companies but and are also
becoming social and digital. Most popular are using
social media and online space for spreading their message.
online Indians use social media platforms (Statistics,2012)
sites in India are social networking sites (Recent Posts, 2012)4 out of top 10
Celebrities and social figures
politicsprotest
3 out of 4
Continued…

4. In today’s times it has become crucial for small and medium
enterprises to have an online marketing strategy for Effective
presence on online space.
Continued…

5. Some facts about Social Media
3 out of 4 online Indians use social media platforms (Statistics, 2012)
A whopping 77 percent of B2C companies and 43 percent of B2B
companies acquired customers from Facebook. (Jorgensen, 2012)
80 percent of social media users prefer to connect with
brands through Facebook. (Jorgensen, 2012)
488 million users regularly use Facebook mobile. (Cohen, 2012)
More than 1 million websites have integrated with Facebook in
various ways. (Statistics, 2012)
Social media is Indian women’s favorite online destination
Facebook currently boast of 4m Indian users and has grown
by 300% in last 8 months.
The image-based social network has grown 4,000% in the past six months,
now boasts more than 4 million users (Social Media Marketing facts, 2012)
4 out of top 10 sites in India are social networking sites (Recent Posts, 2012)

6. Mobile Phone
Blogs
Social Networking Sites
Videos
Podcasts
Email

7. Themes of
digital media

8. (Fun, Fear, sadness, love, affection, cheerful, relaxed etc.)
 Consumers' emotions have a significant influence over
consumer behavior. So it is the favorite choice of digital
media marketers while making a digital media
campaign.
 By capitalizing on these and similar past experiences
through the firm's advertising efforts, the marketer of
confections can either attempt to alleviate negative, or
accentuate positive emotional feelings directed toward
the brand or product class.

9. This is considered the best-ever social media campaign and
one of the first viral marketing efforts.
Methodology
 The Blair Witch Project was the story of young
documentary makers lost in the woods.
 Fake newspaper clippings about the disappearance of
the movie's main characters and police photos of their
missing car were posted.
Results
 Movie site Box Office Mojo reports that the film made
more than $29 million during its first week of wide
release.
 It has generated about $249 million to date worldwide at
the box office Fear

10. Objective: To be at TOM of the consumer and
making it fun experience for people to use
stairs. They wanted to see if making things
more "fun" would influence consumer
behavior.
Methodology: They tried to get more people to
choose the stairs by making it fun to do?
Results: 66% more people than normal chose
stairs over the escalator
• Fun can obviously change behavior for the
better.
• This is called Fun theory
• YouTube Views- 14535 (on 4/2/2013)
Fun

11. Fantasy and Advertising:
(Being beautiful, rich, powerful, smart, intelligent etc.)
 Advertising reflects and creates our dream life.
 They translate our real desires for love, family, for friendship, for
adventure, and sex.
 They translate those desires into our dreams.
Fantasy
Factory
Love/Friendship
Family
Adventure/Sex etc.
Humandesires
forsocialcontact
Form that
can be
communicated
Advertising

12. Objective: To create engagement by encouraging people to take part in the “dove
real beauty workshop for girls”
Methodology:
Results:YouTube Views- 15,626,863 (on 4/2/2013) and 25,184 people liked it.
1
• A normal looking girl was chosen to do make over.
2
• After the makeover her image was edited and photoshoped and advertised on
a bill board.
3
• The purpose was to inspire and engage public to take part in Dove Real
Beauty workshop for girls.

13. Isaiah Mustafa was chosen as a spokesman for Old Spice
Apart from TV commercials, Mustafa’s job was to respond to
questions submitted by fans on Twitter and other social media
outlets in as many as 180 Web videos.
• Objective- Generating engagement through direct response
questions submitted by fans on social media by famous
celebrity like Isaiah Mustafa.
• Results- Apart from the comedy value factor, total video views
took just one week to hit 40 million and short term sales
doubled on the back of that.

14.  Engaging customer in the campaign activity has proven to be the best
way in the success of digital media and advertising campaigns.
 The reason of this method is being so popular is that customer become
aware of the-
Customer
Awareness
about
Product
Attributes
New
Launches
About
Company

15. In January 2009, Tourism Queensland hosted a contest,
the winner of which would be put up in a posh hotel.
The participant’s only responsibility was to tour the
islands of the Great Barrier Reef and blog about it for six months. Also
they would pay $150,000. Billed as “The Best Job in the World”
Objective- Create international awareness of the Island of
the Great Barrier Reef. And execute a global tourism campaign on a
classifieds budget.
Results (at the end of the app stage - 6 weeks):
 Islandreeljob.com received 4 million hits an hour on day one of the
campaign, 3,412,275 unique visitors to the website, 28,584,465 page
views

16.  Digital media is widely used to contact, inform, and
mobilize a group of concerned people around an
issue or cause.
 This is also called digital advocacy.
 The purpose of digital advocacy is to galvanize
supporters to take action.

17. Melbourne Transit Authority – Dumb Ways to Die:
The public transit authority in Melbourne, Australia
launched an extremely successful viral campaign earlier this year, when
they release a cutely animated and catchy song “Dumb Ways to Die,”
promoting safety tip around their public transportation system.
Methodology- Promoting the video through funny and
cute characters by showing public the crazy ways by which people can
die.
Objective- promoting safety tip around their public
transportation system
Results:
YouTube Views- 44,687,420 (on 24 April 2013)
Likes- 458140 (on 24 April 2013)

18. Conclusion
 New trend in digital media is to use a mix of many
themes and many mediums.
 To assure the reach of digital media campaign a
marketer uses a balanced mix of all the digital
mediums.
 Proper and planned execution is key to the success
of a digital media campaign.
 Social media simplified and revolutionized
marketing. To reach your target audience just give
people something nice to do or talk about and you
are done.

19. Reference
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http://blog.sironaconsulting.com/.a/6a00d8341c761a53ef016767bafa2c970b-pi
 Digital Buzz. (2012, January 3). Retrieved February 3, 2013, from DigitalBuzzBlog: http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-
infographic/
 Recent Posts. (2012). Retrieved February 16, 2013, from Uberly: http://uberly.com/facebook-statistics-2012/
 Social. (2012, July 17). Retrieved February 4, 2013, from burson-marsteller: http://www.burson-marsteller.com/social/PressRelease.aspx
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marketing-facts-and-statistics-for-2012/#eGEdTtCFV4YEzCCh.99
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2012/
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http://www.business2community.com/facebook/facebook-marketing-statistics-you-need-to-know-0289953
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