Stay connected – say all social media networks in different words. That’s how we stay updated with what is going on in people’s life. This was the idea behind social networks (having started to connect primarily a specific group of people). The motto has modified over time, with the focus shifting on, “ Knowledge about people’s life and knowledge in general about the world, the internet, the websites and our highness, the brands! Created and popularized by the marketing people of this era.
Social media has recently come into popularity with the number of users increasing everyday, and hence, cost per reach decreasing simultaneously. The reason behind social media and digital media in general attracting the limelight is the advancement of technology that allows one to measure the effect of a campaign. Social media for instance would measure the engagement of a particular page/post by the number of views, likes and shares.
Hence, unlike traditional marketing, social media is much more precise to check the effectiveness of a campaign. In newspaper ads, one can’t tell whether or not the person buying the newspaper would look at it. Social media and analytics based on it strengthen its results with precise data points.
Now keeping in mind the concepts of target market, I would say that only a part of my reach would convert to my actual audience (The process goes something like this : Reach -> Engagement -> Response/Interest stage -> Convert -> Loyal customer). With this increasing number and with the growing smartphone market, the future of social media marketing looks bright.
Now the question that arises is:
How effective is it to run a campaign on social media?
One classic and most powerful social media campaign that I can recall right now I Narendra Modi’s election campaign. Mr. Modi ranks behind only Barack Obama in number of fans of his official Facebook page. No other political leader is even close. His twitter account and that his office is among the fastest growing among politicians and elected officials worldwide. Among public figures who have some political sway, he trails only Mr. Obama, the Dalai Lama and Pope Francis in Twitter followers, with 6.62 million.
In my personal experience, my wall would always be flooded of his pictures and so would the news channels be. So, key learning one that comes from mine and my close ones experience is that the target market becomes totally different from the one that you target with the communication channel being TV. For instance, I know many people who don’t watch TV but are active on Facebook and their convert counts, like it did in the case of Narendra Modi, leading him to his glorifying victory
Positioning: Modi is positioned to be an all knowing father figure who is unwavering, one who is a visionary and has a planned approach for execution.
Agencies like Ogilvy and Mather & Soho square lent their expertise in designing Modi’s social media campaign. Other premium agencies came up with catchy slogans such as :”Ab ki baar, modi sarkaar”. The campaign was designed to project Modi as just the right choice and the image was set just right by the campaign.
Considering the fact that at the time of prime ministerial elections, there were 150 million 1st time voters, social media campaigning was just the right way to go about it and engage the newly adult population.
From google hangouts to social networks, Mr. Modi has used a variety of tools to gauge the attention of youth and their opinion during his campaign. Attractive creatives with constant posts regarding the latest happenings during the election campaigning(Modi’ speech one liners) were posted from time to time to keep the population aware and to create that particular kind of image of the 63 year old chief minister in the mind of young people who were becoming increasingly politically conscious.
This was the first election where social media has assumed an important role and this importance will only increase in the years to come. It is the much needed local pulse.
All this effort of branding has led everyone to the stage that Modi has been established as an unbeatable omnipresent brand.
“ India has on! Good days are coming. “
This tweet after the results of the election were declared, turned out to be the most retweeted post in Indian history. That’s how we could tell that the campaign was indeed successful and this time, the success was measurable.
Social Media marketing has its own advantages even in terms of costing. For example, in traditional advertising, when one pays for an ad in a newspaper for instance, he wouldn’t be given the opportunity to pay for the ones who notice or read his ad. In social media marketing, one definitely is at liberty to pay for the ads that are viewed (Pay per click model). With growing awareness and reduced costs, the future of marketing lies in its digital counterpart.