Sometimes, businesses just reject certain category of objects as asocial or something which hardly has any worthy social presence. This paper aims at picking one example (A Brick) and delves into what measures can be undertaken to make such a commodity a valuable entity on social media.

1. Social Media marketing – Business Blueprint
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The following analysis provides step-by-step guide of integrating “bricks” on social media.
Step 1: Testing the Message
The best method of testing the message we found was using Google Adwords. This would help us in
identifyingthe keywordswhichgenerate clicks i.e. they are more likely to generate a tweet or a share.
The following results were obtained from the Google Keyword Planner tool.
Base Keywords RelatedKeywords
Brick price Cheapbricks,brickson discount, price of bricks,
brickpricesper 1000, brick paversprices
Brick Tile Brick wall ,brick wall tile,bricktiles
Red Brick Bloodredbricks, dark redbricks, coloredbrick,
redbrick paint
Brick mansions Brick mansionsonsale,bigbrickhouses,brick
house,brickapartment,
Basedon the keywordswe designedasample Advertisementtogenerate clicks.
Sample Google Advertisement
KeywordsUsed: [redbricks][brick mansion] [buyingbricks online]
BuyingBricksOnline?
www.SMMBricksOnline.com /browse
Lowestprice onred bricks.
Buildyourownbrick mansion
Step 2: Targeting the Message
One of the cardinal social media rules is to “Listen to your prospects”. This helps in building
relationshipsandhence we propose that the accounts should be engrossed in engaging conversations
whichare tangential tothe productwhichwe are selling. The followingareasmightbe more suitable for
conversation:-
(i) Construction quality
(ii) Prospective development sites
(iii) Brick designs
(iv) Brick making machines
The Product of Choice

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We designedsome sample tweetswhichwillinitiallyhelpusuncoveringthe needs of our prospects and
to develop relationships. We are also using the 5 techniques for higher retweets as per suggested by
Hubspotauthor Dan Zarella.Thisinvolvesproviding links to the solution which the readers are looking
for, subtly asking for retweet and providing the information as if it appears news.
One unrelated topic which generates substantial amount of retweets is tweeting about twitter itself.
Step 3: Engaging
Here we planto use gamificationforcollectionof informationaswellasengagingusersto help identify
with the brand. The following games have been proposed:
Proposal One – Design your own Brick Wall
What it entails?
The userswill be providedwithaninteractivesocial mediainteractive widget where they can choose to
decorate their walls by engrossing the designs on the bricks with a design of their own choice. The
design can be a scenery, celebrity, photograph, slogan, avatar, cause for which they care or anything
which the users feel they want to see adorned or their wall.
How it will be implemented?
(i) For photographs/ scenery the users shall be provided with options to either upload the
image from their device or from the web via providing the URL.
(ii) For avatars the option of cartoonifying themselves would be provided to the user.
(iii) For celebrityphotographsaPicasa-likeoverlayoptiontobe providedtothe userwhere they
can merge their photographs with their celebrity.
(iv) For causesor interactivityand inbuiltmeme generatorto be incorporated to help the users
create quirky, witty Likeable content
(v) The color palette options to be provided where the users can choose their own colors and
the effect akin to certain options available with Lunapic photo editor.

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(vi) Users shall be provided with an option to upload the picture against the backdrop of their
living room/exteriors etc and have a virtual feel of how it would look in reality.
What are the benefits?
The benefitsare many,we can analyze thatwhatare the colorsand color combinations which the users
are preferring, what are the picture effects which they want to see on their walls. It will help in
understandingwhatisthe drawing-infactorforthe returnvisitors,itwill alsohelpusunderstanding the
demographicof the targetmarketmore in depth. Itshall alsohelpinkeepingthe usersengaged and the
brand name relevantatverylowincremental cost.One of the largestbenefitsisobtained in the field of
buildingrelationshipswhichcanthenbe usedto drive monetarily benefitting user engagement drives.
The data collected in this phase can be an input to answer “what to produce?” “what to market?” &
“who to market?”.
Proposal Two – Find what the brick can do for you
What it entails?
This is an interactive campaign which aims to address the tangential but highly important augmented
benefits to the user. Some of them are:
(i) Being earthquake proof: The game would be designed to show how structural integrity
and interlocking patterns can help make a building much safer in the wake of a natural
calamity.
(ii) Weather Control: In a country like India which faces immense weather extremes the
additional functionality which we are introducing is the selective hollowness of the bricks
which helps in trapping air and helps protect the interiors with extremes of temperature
thus reducing cooling costs.
How will it be implemented?
The earthquake functionality shall be “Shake It baby” sort of game where the users can use GPS to
pinpoint their geographic location and provide the basic dimensions of their house. Then they can
choose the Richter scale and a simulated earthquake will show the effects of a similar earthquake on
theirhouse. Thentheycan go aheadandchoose a more robustkindof bricksand see the effectontheir
screen live.
For the weather benefits an online calculator will be provided which shall perform basic cost-benefit
analysistohelpthe usersunderstandwhatcanbe theirelectricitycostsavingsaccrued over time by the
reductionintemperature.Thisshall also be tagged as “Going Green” and “Saving Electricity” campaign
to generate adequate amount of buzz on social media and this shall also help in grabbing eyeballs.
What are the benefits?

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This is a more targeted campaign which is focused on decision makers who want to build their houses
(workingcouple,middle-agedcouple andothers).Itaimsatequippinguserswiththe information which
theydeembeneficialforthemselves.The gamesshall helpinanalyze that are the users looking forward
to augmented benefits? Is the R&D in the fields of brick technology helpful and accurately directed?
Step 4: Asking for Sale
At thispointwe believe that we must have built a decent level of trust and engagement with the user
and we mustbe having a significantamountof datato be understand our target customer profile, their
wantsand the potential Need-Gaptowhichthe solutioncanbe provided by us. This is where the social
media campaign shall be targeted at acquainting the users with all the benefits which they can get by
ordering bricks online/offline but from us.
In this step as an added feature, we shall also be providing users with the quality of their current
constructionmaterial andshall be alsobe sendingsuggestionsaspertheirrequirementsbythe ultimate
mansionwhichtheyare lookingfor.Thisis where we believe that Facebook will play a stronger role as
we believe that long term engagement is more profitable via Facebook.
Thisis one of the sample FacebookPostswhichshall be usedtoinvite the users to calculate the savings
and if theylike the proposalsthenredirectthemselves towards the website for transactions. The users
location can be tracked here as we only need a broad location indicator i

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The Three levels of the product
Core Product Benefit:
The core benefitistobe ultimatelybeingprovidedwithasafe dwelling, bricks are a means to do so and
shall remainthat though not just only that for a very long time to come. The ultimate notion of safety,
security & a personalized space for oneself has even been a part of the folklore as the story of the
“Three little Pigs and Wolf.
The Straw Hut Flew Away The Wooden Hut Flew Away

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Actual Product:
Brick is generally treated as a commodity in India. The aspects of quality, design, durability and
constituent materials can easily be addressed if we also become a marketplace and encourage
customerstofinddealsviasocial media. Here the campaign needs to be targeted towards contractors,
constructioncompanies&andlocal colonizers and construction players. We can promote comparison
and helpinusergenerated content creation, we can have reviews which shall double up as posts , the
ratingscan estimated by the number of likes & we can track engagement via the shares. The reach can
be tracked via the “Reach of Post” option provided by Facebook.
The direction towards “What to produce” and “What not to produce” can be tracked via various tools
which shall help us gauge the user sentiments as well as to shape further online marketing strategy.
We selected the following tools to be used for monitoring & reporting
TweetBeep: This tool will helpusgauge the effectiveness(The no.of Retweets, Reach) of the keywords
which we are utilizing in the tweets. The link can be backtraced to the keywords suggested by
GoogleAdwords and we can dynamically change to drive user engagement.
Twitalyzer: This though a paid product is helpful in understanding the location of influencers, the
followers and the perfect target market for promotion of the product. Another helpful feature is the
competitive benchmarking against competitors.
Lightside:Thistool shall be usedinfor textminingof the user-generated content on majorly Facebook,
Google+, Twitter, Youtube & Pinterest but in conjunction with Sentistrength for sentiment analysis.
But The Brick One Stayed..

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The effectiveness of the marketing campaign can be gauged by choosing the appropriate baseline and
calculating the lift value at a predetermined start time and an end time.
Crimson Hexagon: This tool is very helpful in listening and provides a report about what the most
engaged customer are feeling and thinking about the product. This helps in identifying the problems
whichtheyare facingand alsohelpsinunderstanding the use-cases of the potential enhancements on
the project.
Augmented Product:
Thisis where we wouldliketoharness the harness the effect of social media for crowdsourcing to find
innovative usesof bricks.Thisshall helpinchartingfuture gamingstrategiestodrive engagement,using
recommendation engine to drive targeted suggestionsand thusultimatelybeingable toachieve higher
conversionanda higherCTR(Clickthroughrate) on the digital marketing campaign. Some the ideas we
have listed below:
Save Water: The Go Green Brick Design a bird Habitat Brick
The Exterior Designer Brick Become a planter brick

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Layer by layer analysis
Benefit:
Make your home the most beautiful place by building each wall as you want with bricks of your own
choice. It gives users to bring out their visualization skills, imagination and creativity into real world.
With huge customization, the quality of bricks will also be the best. We can engage customers by
developingonline games, wherein the user community will be able to connect to each other. This will
serve one more purpose of positioning the bricks we sell as of the most supreme quality brick.
Attributes:
Customization: The web portal will allow users to completely customise their order in terms of size,
colour and quantity of bricks. It will provide a virtual surface where they can see their ideas being
implemented virtually. They will be able to specify the size of the wall, floor, and its colour and
accordingly fit bricks of their choice and see how it looks.
Better connectivity: “Hashtag Brick buying” : For customer convenience we will allow them to place
theirordersthroughTwitter,bytweeting #BrickI #color #code #quantity. Similarly they will be able to
express their problems.
New functionality: Apart from using bricks to build wall, the product will be
designed such that it can be used in building a mailbox, as paperweight, as a tray
to carry glasses and jars, as planter
Transaction cost:
To reduce the search costand the effortittakescustomersto become confidentaboutthe alternatives,
the team propose to leverage blogs to discuss issues that customers usually confront, to give readers
various new ideas about designs and placing of wide variety of colourful and designer bricks. Blogs
should have content with images and videos which give users very good ideas on how to use the
available bricks.
Support the customer in purchase process by giving detailed information on product, instructions and
answerstoquestionstheyare seekingtomake a decision. We can have one more section for customer
reviews and there experience which will aid new customers in making a better and informed choice.
This content created by customer will give us additional benefit of search optimization with no
additional cost.
In addition to taking review from customers, we should give them a gallery to feature their work by
uploading images, videos and writing about them.

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Improving adaptability:
To give consumerscontinuityandpickupfromthe pointwhere theylastleftit,we’lltrackandsave their
all the steps.Whenuserlogsinnexttime, we’ll show the wall or product which they were customizing
last time and left mid-way. Also their shopping cart will be left intact.
Conclusion
There are certainitemswhichcanbe said are made to be incorporatedintothe social environment, but
it can’tbe saidwiththe same certaintythatthe othergroupsof productsaren’tsocial innature.Afterall
everyproductwasasocial once upon a time, hence the gist is SMMcan be used to infuse life in most if
not all products existing today. One just needs to try.