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How Old School Marketers Are Mastering Social Media

CASE FLYER, DIGITAL MARKETING
ET Cases, 5 Pages

Case Preview

How Old School Marketers Are Mastering Social Media

 

Expected Learning Outcomes

• The need and importance of customer engagement in Social Media and contrasting it with that of Mainstream Media


• Forms of customer engagement through Social Media that can yield higher ROI

 

Customer Engagement: Mainstream vs Social Media

1. What is customer engagement? Why do you think companies crave to engage with their customers?
2. What were the different ways through which companies used to engage with their customers in a pureplay Mainstream Media, before the advent of either digital or Social Media platforms?
3.............

Teaching Note Preview

How Old School Marketers Are Mastering Social Media

 

Synopsis

HUL, PepsiCo, Mondelez, Maruti Suzuki, etc., had been deploying Social Media for a variety of purposes, the most important and common factor being customer engagement. HUL engaged its target audience with Facebook but did not follow it up in the later days. However, after few months, it noticed that the community was still going on. Taking a cue from that incident, HUL started to constantly engage with its online communities and also monitor the social chatter surrounding its brands. This case flyer lets the students/participants understand customer engagement on Social Media and how some of the FMCG giants in India and others are revving up to leverage the customer engagement potential of Social Media platforms like Facebook, Twitter, Instagram, LinkedIn, etc. It also brings out the differences between customer engagement through Mainstream Media and Social Media.

Prerequisite Conceptual Understanding (PCU)/Before the Classroom Discussion

The students/participants should have a conceptual understanding of Social Media and the various types of Social Media. They should also have an idea of how companies use Social Media platforms to engage with their customers, what are the common Social Media platforms they use and the different forms of customer engagement practices they follow. They can read the chapter/material related to ‘Online Advertising, Social Media Marketing, and Planning Integrated Digital Marketing Campaigns’ from the curriculum taught in the Digital Marketing program.

Case Positioning and Setting

This case flyer can be used in the MBA/Post-graduate program for either of the following in Digital Marketing course/module:

a) To understand the differences between customer engagement through Mainstream Media and Social Media
b) The advent and growing popularity of the online/Social Media platforms and evolving forms of customer engagement through Social Media

Preamble to the Case Flyer Analysis and Suggested Orchestration

This case flyer tries to bring out the differences between customer engagements through Mainstream Media and Social Media. It also discusses the benefits and risks of using Social Media for customer engagement. It then analyzes Social Media campaigns of few Indian companies in India and how they monitor and manage the social chatter that surround their brands. The case flyer analysis was carried out as presented in Exhibit (TN)-I.........

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Product code: DM-4-0006, DM-4-0006A

Abstract

This case flyer – based on an Economic Times article (Ravi Balakrishnan, “How old school marketers are mastering social media”, The Economic Times, 20th-26th July 2016) – lets the students/participants understand how some of the FMCG giants in India and others are warming up to leverage the customer engagement potential of Social Media platforms like Facebook, Twitter, Instagram, LinkedIn, etc. HUL, PepsiCo, Mondelez, Maruti Suzuki, etc., had been deploying Social Media for a variety of purposes, the most important and common factor being customer engagement. What is customer engagement on Social Media? Are there any ideal ways to engage with customers on Social Media? How can companies ‘actively’ engage customers with their brand messages? Is it just the ‘likes’? Is it interactions? Is it about defending company’s stand or is it about improving communication? What are the differences between customer engagement through Mainstream Media and Social Media?


Pedagogical Objectives

  • To understand the need and importance of customer engagement and contrast customer engagement in Social Media with that of Mainstream Media
  • To discuss and debate on the forms of customer engagement through Social Media that can yield higher ROI

Case Positioning and Setting

This case flyer can be used in the MBA/Post-graduate program for either of the following in Digital Marketing course/module:

  • To understand the differences between customer engagement through Mainstream Media and Social Media
  • The advent and growing popularity of the online/Social Media platforms and evolving forms of customer engagement through Social Media



This Case Pack Includes:
- Abstract
- Case Flyer
- Teaching Plan (**ONLY for Academicians)
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