The document discusses social media marketing and its impact on business. It provides an introduction to social media marketing and how it has evolved from traditional internet marketing. It outlines the research design for a conceptual study on social media marketing and provides theoretical background. It then discusses the benefits of social media marketing for businesses and provides examples. Recommendations are made on how to effectively use social media for marketing campaigns. A case study is presented on a social media marketing campaign conducted by Zee Cinema to promote a movie premiere.

1. FOR
8TH SIMSR GLOBAL MARKETING CONFERENCE
IN
K J SOMAIYA INSTITUTE OF MANAGEMENT
STUDIES & RESEARCH, MUMBAI
PRESENTATION ON SOCIAL MEDIA MARKETING
BY

2. • My last Two shoes have been from Jabong and
Yebhi.com
• My current phone from Flipkart.com
• And I have won a cash price of ₹ 2000 in a
sweepstake contest by Esparsha.com

3. The New Aspect Of Internet Marketing :
Social Media Marketing

4. Contents
Research Theoretical
Introduction Background
Design

5. Contents
Impact of Social Recommendations Conclusion
Media
Marketing on
Business

6. Introduction

10. • Not only Facebook but platforms like Twitter,
You Tube and LinkedIn have become a daily
part and parcel of our life.
• The traditional Internet era turned in to the
era of Social Media Marketing in this 21st
century.

11. Research Design

12. Research Design
• The New aspect of Internet marketing - Social
Media Marketing is a conceptual study which
consisting theoretical understanding collected
in the form of secondary data.
• The Scope of the study is specific to Internet
marketing’s broader perspective.

13. Research Design
• The paper doesn’t refer to any specific
company or product which may be a major
limitation of the study.
• The recommendation of this paper will be
indicative rather than exhaustive in nature.

14. Theoretical Background

15. INTERNET

18. INTERNET
MARKETING

19. Evolution of Internet Marketing
Display Advertising
Email Marketing
Video Marketing
Social Media Marketing

21. Social Media
Society Media

27. Social Media Marketing

28. Social Media Marketing
Social
Marketing
Media

34. Impact Of
Social Media Marketing
On Business

35. Impact of Social Media Marketing
on Business in Indian Perspective

37. Benefits of
Using
Social Media

39. • More than half of the world using Internet and
out of them one third of world’s population being
on the Social Media Sites.
• There could be no better option than the social
media to market the product and services as well
as to update customers with information about
their product and service.
BMW has a fan base of close to 1 billion people
on its fan page on Facebook
Nike and Coca Cola’s official fan page have close
to 11 and 5 billion respectively

41. Main reasons why companies must go for
Social Media Marketing

42. TO
Sell
More

43. Social Media Channel are always
A good way of increasing a
company’s trustworthiness and
goodwill

44. Social Media Marketing can help
the companies garner lead
generation

45. Social Media Channels can help
the business model of the
companies to be more flexible

46. Social Media Channels can help
company set up a feedback
mechanism

47. The best way for an Indian
Entrepreneur to promote his
business venture

48. To plan their Marketing
Campaigns more effectively

50. (Source: http://laurelpapworth.com/5-steps-to-a-social-media-marketing-campaign/)

51. Make the Contents Headline
Irresistible

52. More Emphasis on Subscribe or
Like Button

53. To Focus on the things that
people want

55. (Source: http://www.slideshare.net/mjmhelp/using-social-media-as-a-marketing-tool-1235500)

57. • Name of Advertiser: Zee Cinema
• Name of Agency: Binary Web Solutions India Pvt. Ltd.
• Nature of Agency: Digital Marketing Agency
• Campaign Name: Good v/s Evil
• Campaign Period: 12th June-16th June 2012

58. • Brand Objective: To inform the viewers of Zee
Cinema that Zee Cinema has the largest collection
of the best blockbusters of Bollywood.
• Communication Objective: To announce, engage
and excite audiences about the World Premiere of
Agneepath on Zee Cinema, one of the biggest
blockbusters of 2012, starring Hrithik Roshan and
Priyanka Chopra in the lead roles.

59. The Demographics of Target Audience:
 Gender: Male and female
 Age Group: 14-30 Years
 Class: Middle and upper middle class

60. The Psychographics of Target Audience:
Movie Buff
Stylish
Experiencers – The ones, who follow the
current trends, socialize with friends more as
well as they are impulse buyers.

61. Campaign Details
• Social platforms to create a buzz, interact, and
tantalize the audiences with the game app
and dedicated FB page.
• The main idea was to simulate the
atmosphere as felt within the movie in the
virtual world.

62. • The theme was named Good v/s Evil.
• Story was the same
• User got the chance to be Vijay Dinanath
Chauhan.

63. • The game was divided in four levels - as per the
movie situation. The players gathered points
through clearing these levels.
• They also gained more if they killed the enemies
in less time, allowing them the chance to become
the ‘Player of the Day’.
• To finish the game, the player needed to solve the
puzzle which they faced at the end of the game.

75. Result
• The innovative idea of using a game app to
announce the world premiere of an important
movie helped increase the interactivity with
the event to very high levels.
• This also aided in building a brand,
Agneepath-the Game, and also helped it in
earning loyalty – for the movie and Zee
Cinema.