Think of a company (commercial) or an entity that already exists and have ongoing social media activities – Do a quick research and analyze their pages, numbers of followers, subscribers, etc. (review all their channels after Googling their full social media activities including their LinkedIn profile and presence (here you present each channel and your opinion and analysis of each) – Analyze the purpose and nature of their social media campaigns and efforts and understand them very well. – Think of a social media marketing campaign that fits this company/entity after finalizing and documenting your research – Start implementing a social marketing campaign on each of its existing channels by designing two posts per channel, while using all social media capabilities/tools during your implementation (hashtags, slide-shows, pictures, videos, or any other tool according to the channel and your point of view) – You will create a virtual campaign (you will not put actual posts after creating a page for the company in each of the social media channels they are using), you will only design the posts and present it to us in a power point presentation, while mentioning the following: 1- Start by mentioning the results of your research that was done to analyze the existing social media efforts (as explained above, you mention briefly how you find their efforts, their activity, the number of users or followers, the type of content they produce and market, etc. over all their active social media channels) 2- Then you mention the result of your analysis to their LinkedIn profile and your opinion and feedback about its looks, number of users, whether they are using it to recruit new talents, promote for their image, etc. and whether they used all its functions in a proper and attractive way or not, etc. (refer to the LinkedIn lecture and feel free to compare the company’s account with one or two of its competitors and explain if it is better, weaker or almost the same as the competitors) 3- Then you specify to whom you will market your campaign (target audiences) by mentioning what you see relevant from: Age Gender Geographic location Interests and hobbies Income level Marital status 4- Then specify what is the purpose or intention behind your campaign and why? By mentioning if you want to: Entertain your audience Inform your audience Promote products/services (direct marketing) Promote partners Promote contests (increase engagement) Promote events (increase offline participation) 5- Finally, you mention how you will monitor and evaluate your campaign (what kind of big data in each channel you will use and measure to know whether your campaign is moving on the right or the wrong path) (ex. Likes, follow ups, traffic, number of users, etc.) (here you mention how you will monitor and evaluate big data from each tool separately, for ex. Facebook likes, twitter followers, etc.)
As social media transcended the corporate spheres, many companies began adopting its use to promote their product within the industry. The social media strategies were integrated into the mainstream marketing tactics to boost the sales of the various products and reach a wider audience to enhance the level of awareness among the consumers. There are many different sub processes of consumer engagement that could be facilitated by the social media strategies employed by the respective companies. These include: sharing, learning, co-development, co-governance, socializing, and advocating. This paper proposes a marketing campaign strategy based on the analysis of the marketing study of the contextual application of the social media campaigns of The Coca Cola Company as well as PepsiCo.
Findings from the Study on the Social media Marketing Strategy of Coca Cola and PepsiCo
One of the most iconic social media strategies involved Coca Cola Company’s advertisement of the ‘Happiness Machine’(Qumer, Chakraborti and Purkayastha, 2011). The advertisement was transmitted across various social media platforms. This advertisement facilitated the socializing sub-process of marketing. Under this sub-process, the company seeks to get people talking about the brand (Röndell, Sörhammar and Gidhagen, 2015). Indeed, the marketing strategy was successful as it went viral almost as soon as the wave of campaigns began (Halasz et al., 2012). Pepsi Co. was noted to adopt a different pattern of marketing through the Pepsi Refresh Project (Halasz et al., 2012). It was an interactive marketing scheme where the customers gave their feedback after the use of the product. Similarly, the Dewmocracy campaign was intended to achieve the same effect of allowing the consumers to play a role in the development of the product.
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