Question

Refer to the following benefits of social media marketing: developing a loyal community, improving brand image, showing expertise or product quality, improving customer service, gaining customer feedback and ideas, boosting traffic and search engine rating, expanding sales and reaching a new audience, cutting marketing costs, and maintaining top of mind awareness.

Choose one well-known company and review their social media presence. Find them on as many social media platforms as possible, look through their posts, and answer the questions below.

Company:

Product or industry:

Link to website:

1) What do you think the brand identity of the company is? How well is the company portraying its brand identity in its social media posts? Explain.

2) Look at the social media marketing benefits listed above. Now look at the company’s posts across platforms. Which of these marketing benefits do you think the company is gaining by posting on social media? Explain and give examples.

Answer 1

Company : Vodafone

Industry : Telecommunications

Solution 1

The company enjoys brand idnetity if being connected and covered anywhere and every where. On socialmedia the company has symbolised its identity through various campaigns and 360 degree marketing campaign.

The Facebook page by Vodafone has been most amazing and happening which has leveraged various brand assets like celebrity endorsements, brand mascots, user stories, testimonials, etc. The brand has engaged audiences with various live contests , quizzes, surveys, webinars, engaging videos, participative games,etc.

The fans are called "Vodafone Fan Army" and audiences are engaged and highly resonate with brand image and its famous Pug which denotes Vodafone and symbolizes coverage everywhere. Various social media campaign on Twitter, LinkedIn, Instagram, Snapchat are run simultaneously to achieve top of mind recall and touchbase maximum audiences.

The marketing has seen series of TV commercials which depicts the product benefits and are in continuation to target compelling user story. The brand has consistently clocked millions of views on OTT platforms and has meticulously used Facebook for penetrating new markets and high profile customers as per demographic segmentation.

The brand has leveraged and optimised page to track Analytics and measure success using metrics like bounce rate, exit rate, unique page views, unique customers and have also optimised search engines through programmatic buying which helps customers land on Facebook page itself.

The benefits exceed the costs for this campaign as it has proliferated customer base and has achieved diversity and higher average reveneue per user and decreased lifetime customer acquisition cost.

The brand however can improve its profile by using cliud storage for customer analytics, Artificial intelligence and Machine Learning algorithm for drill down Analysis and using Tableau as data visualization tools for devising right strategy.

The brand also needs to integrate various social media profiles and repetitively generate new fresh campaigns over period of time so that buzz remains active for longer period and helps create brand equity and brand resonance.

Moreover, various testimonials can be used to create awareness and generate positive word of mouth marketing amongst customers. Usage of referral marketing on Facebook can bring down costs substantially and increase revenues through profit maximizing. All in all 360 degree marketing campaign with well planned time frame can help brand optimise cost and grab maximum market share .

The usage of Radio and out of home media and newspapers can also help create propaganda for all Facebook campaign and bring organic traffic from multiple sources such that outreach is maximum and impact is well optimized.

This creates well crafted and well timed turnaround strategy for any brand and successful campaign can be created with seamless execution and implementation.

Solution 2

The company is gaining immense benefits of brand awareness, brand resonance and brand imagery. Moreover, economic benefits like enhanced revenues, higher customer market share, rop of mind recall and overall reach are gained.

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