The document is the first in series of our Marketing Knowledge Sessions. It gives a basic how to on Social Media Optimization. The sessions are conducted by the SIGMA - The special interest group in Marketing at FORE School of Management.

1. Session 1 : Digital Marketing
SigMa Knowledge Series

2. DIGITAL MARKETING
ISHA PAROHA RISHI KAD

3. What is Digital Marketing?
Digital marketing is the use of digital technologies to create integrated, targeted and
measurable communications which help to acquire and retain customers while building
deeper relationships with them.
Notes
Here “targeted” word is used to express the conciseness of the definition of the digital
media audience. Reaching a mass audience quickly by using digital technology does not
constitute Digital Marketing. In fact, some would argue that reaching a more targeted
audience iteratively is a more clear definition of Digital Marketing.
“Measurable” is used to show that the results of a digital marketing effort can be tracked by
reach, views, clicks, visits, response rates, purchases made and so on.
“Relationship” because an iterative approach to marketing requires the establishment of a
relationship. It must establish relationships because marketing using digital technology
generally requires input from potential consumers.
In traditional marketing the media was broadcast in which ‘message’ was communicated
which used to be expensive , complicated , very much controlled and taking feedback or
measuring responses was a cumbersome task.
…………

4. Notes
RSS Rich Site Summary (originally RDF Site Summary, often dubbed Really Simple
Syndication) is a family of web feedd formats used to publish frequently updated works—
such as blog entries, news headlines, audio, and video—in a standardized format. An RSS
document (which is called a "feed", "web feed", or "channel") includes full or summarized
text, plus metadata such as publishing dates and authorship.
RSS feeds benefit publishers by letting them syndicate content automatically. A standardized
XML file format allows the information to be published once and viewed by many different
programs. They benefit readers who want to subscribe to timely updates from favorite
websites or to aggregate feeds from many sites into one place.
RSS feeds can be read using software called an "RSS reader", "feed reader", or "aggregator",
which can be web-based , desktop-based , or mobile-device-based. The user subscribes to a
feed by entering into the reader the feed's URI or by clicking a feed icon in a web browser
that initiates the subscription process. The RSS reader checks the user's subscribed feeds
regularly for new work, downloads any updates that it finds, and provides a user interface to
monitor and read the feeds. RSS allows users to avoid manually inspecting all of the websites

5. they are interested in, and instead subscribe to websites such that all new content is pushed
onto their browsers when it becomes available. Example : a RSS feed of TOI - By using RSS
feeds, the user can stay updated on the news from TOI and other news sources with little
extra
RSS (Really Simple Syndication) feeds are normally provided in three ways: headlines only,
headlines with excerpts and full text feeds. TOI provides you headlines with excerpts, for
free.
TOI grants you permission to only access and make personal use of its RSS feeds and you
agree not to, directly or indirectly, download, modify, alter, change, amend, vary, transform,
revise, translate, copy, publish, distribute or otherwise disseminate these RSS feeds, or any
portion of these — except with the express consent of Times Internet Ltd (TIL).

6. What is done in digital marketing?
 SMO is an integral part of social media marketing . It aims at reaching targeted customers
through social media . It is defined by the distribution of social objects and their ability to
rise to the top any related search query where and when it is performed.
 It is a method of search optimization that promotes content through social features,
allowing it to be streamed across third party communities and networks.

7. WHAT SMO CAN DO?
 Brand recall- easy
 Direct communication with prospect.
 Increase your likability from high authority websites
 Tagging and Bookmarking is easy
 Gaining inbound links
 Help your content travel across social media channels
 Participating Social communities

8.  Knowing how to target your audience by Micro Blogging (Ex. Twitter)
 Driving targeted traffic to your website
 Build links back to your site
 Monitoring the discussion in your market (Social Media Monitoring)
 SOCIAL MEDIA PLAN
 Social Media Optimization has different stages :
1) Creators: Publishing digital media assets to public websites such as Youtube, Flickr etc
2) Critics: Comments on Blogs, Ratings for posts
3) Collectors: RSS feeds, Tagging, bookmarking
4) Joiners: Conversation in Social Network websites and in Communities Spectators

9. 1. Embrace technology, transparency
2. Do your home work – know the audience
3. Focus on niche communities
4. Create value rather than expect value
5. Encourage and reward interaction
6. Listen and respond

10. 1) Move-to-mobile.
2) New social applications.
3) More advertising budget on Social media.

12.  Gaurav Arora, FMG 20
(Has his own FB page by the name of Gaurav Arora Photography)
 Social Networking sites gives one a huge platform and
immense reach if used judiciously
 Knowledge of your target customer is of prime importance
 The best way to do marketing is to try it out yourself
The result of digital marketing on
his FB page in a snapshot

13.  Arushi Agarwal, FMG 20
(Arushi worked in a digital marketing role during her internship)
 It is imperative to have a taste of failure to become
successful in a particular field
 Its easy to get things viral and garner publicity, but
difficult to actually control its impact; it might be
positive publicity or end be up being negative
 A glimpse of her endeavor with digital marketing
can be seen at
https://www.facebook.com/BerkshireInsurance

14.  Prateek Jain, FMG 20
(He has done a few live projects based on digital marketing)
 Understanding consumer needs and behavior pattern
 For a mobile app dealing with personal safety, an effective
way of promoting using social media platform that is to
promote the key differentiation factor of this product that is
safety using animated videos and showing how it can
prevent many crimes in the coming future.
 "Pepsi Refresh Project" which was the most successful
campaign ever launched using social media platform.
“Doing something good for the society”, was a way to
engage end consumers in getting them associated with the
product

15. Appendix
Introducing the SigMa team (2012-14 batch)