The document proposes a social media marketing campaign for a chocolate brand. It recommends using Facebook, Twitter, YouTube and Scoopwhoop to promote the brand through ads, sharing videos, discounts, games and quizzes. It emphasizes continuous engagement with customers through posts, tweets and feedback surveys to increase brand awareness and recall. The success of the campaign will be measured using quantitative metrics like followers, views and qualitative feedback, as well as ROI metrics like conversions. Regular evaluation and adjustments will be made based on market research and customer satisfaction surveys.

1. Marketing and Social Media Campaign
-Prachi Shastri,
K.J. Somaiya Institute of
Management Studies and Research

2. Product chosen

3. Pitching Ideas to
Brands on Social
Media

5. Facebook Campaign
 Print ad promotion on Website and
Facebook page
 Notifications(Facebook advert) about
product modification, reach customers
faster and are also very low priced
compared to TVCs
 Happiness page can be created (ex.
Happiness is sharing chocolate with your
sibling and spreading love)

6. Facebook and Twitter
Campaign
 Uploading TVCs on YouTube and sharing them on
Facebook and Twitter pages as these websites
have huge amount of members
 Creative ways in which chocolate can be eaten
can be easily showcased (eg. Cheesecake, milk
shake etc.)
 Special discounts on Children’s day, Valentine’s
day etc. can be put to customer’s notice very
soon
 Customer engagement can be increased by
putting up puzzles, games, quizzes on these

8. Twitter Campaign
 Request customers to tweet their
feedback about the chocolate on
company’s official Twitter page and put
the Twitter page address on the back
of product’s packaging

9. Scoopwhoop Campaign
 Scoopwhoop facts list can be created
and shared on Facebook
Examples:
1. 10 best ads which stimulate you to buy
chocolate
2. 10 reasons why you should buy
chocolates
3. 10 health benefits of eating dark
chocolates

11. How to run
Successful Social
Media Campaign

12.  Continous bombarding on the minds of
customers to form brand recall (ex. 2
interesting posts daily on Facebook, 5
tweets daily on Twitter)
 Customers’ positive feedbacks should be
highlighted to stimulate sales through
new customers or existing non regular
customers
 A continous message should be depicted
through all the media channels
 Promotions should be done on company’s
official website also

13.  SEO should be done on all the websites
where promotions are done
 Measure the success of your campaign.
If it is not satisfactory make necessary
changes by conducting market research,
customer satifation surveys etc.
 After the completion of campaign,
regular follow ups with new customers
should be taken

15. Market Research,
Customer Surveys
and Brand Awareness
using the Digital
Media Platform

16.  Google forms can be designed in the
form of surveys and can be floated on
Facebook and Twitter pages
 Twitter feedbacks of customers are a
very good source for market reaseach
 People visiting website should be
requested for their mail id and regular
feedbacks can be taken from them

17. Evaluation of Social
Media Campaigns

18.  Quantitative metrics-
i. data intensive and number oriented
ii. trick is to pick the key metrics and not
get diverted by the rest
iii. these metrics include unique visits,
page views, followers, demographics,
frequency, bounce rate, length of visit,
or any other metric that's
specifically data oriented.

19.  Qualitative metrics-
i. emotional component metrics (ex. If
75% of the people who comment on
your product, mention it as cheap and
only 25% call it inexpensive, that is an
qualitative metric)
ii. several companies provide in-depth
analysis of qualitative metrics online
such as Nielson, Adobe Online
Marketing Suite etc.

20.  ROI metrics-
what percentage of people are
converted from a prospect to a
customer on the e-commerce site, or
how many people are converted from a
prospect to a client on the B2B
website, is the measure of the social
media campaign on the basis of ROI
metrics