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Social Media Marketing Case Study

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					         Challenges:                                             Objective:

• Which social media channel to start     • Social media engagement - the number of interactions
  with                                      generated in social media channels
• How to position DSIJ on social media    • Traffic from social media - the percentage of unique
• Social Media operational strategy         visitors to DSIJ.in that comes from social media
                                          • Conversion rate from social media - the percentage of
                                            visitors from social media that convert into leads or
                                            customers




                  • There are lot of social media networks that are constantly updating
                    features and layouts. When we were decided to move on with this channel,
Thought             the biggest questions were how, and when do we kick start. That time I
                    was dam sure if we follow the same strategy like others we definitely not
Process             achieved what we want is direct conversion. We at DSIJ have started with
                    few social media promotions that have been achieved considerable success
                    over the year (Direct Sales Approach).
Leads are great, but customers are better! We have analysed how engaged our followers from each social media network are helped us to learn what
kind of content resonates with our social media followers.

By looking at which social media sites send traffic to DSIJ.in to establish on which sites we should allocate the most time and resources. Facebook
happens to be a huge traffic generator for our products over the year. Going further we have developed closed loop analytic to track social media lead-
to-customer rate. Ref - http://ksujay.blogspot.in/2011/05/facebook-marketing-campaign.html

   •   Have created Facebook Fanpage, Profile Page & Groups
   •   Developed content calendar and smartly integrated product offer.
   •   Create special landing pages for social media campaign
               http://www.dsij.in/helpingyoubookprofit.aspx
               http://academy.dsij.in/cta-lead/
               http://academy.dsij.in/cta-lead/
   •   Offer giveaways to engage and create influencer
   •   Similarly has started promoting Linkedin, Google+, Pinterest profile etc for DSIJ.in.




       Impact:
              The rise in Facebook traffic on DSIJ.in by 110 % since May 2011
              Total Likes over 4k for DSIJ Fan page(organic since May 2011)
              About 4k friends on DSIJ.in Facebook profile page
              Exposed to 5 lakhs niche audience by joining different BFSI groups on Facebook
              Has been sold more than 500 magazine subscriptions on LinkedIn,
              Has achieved more than 135 sales of an average value of Rs 2500 per month
Facebook -

https://www.facebook.com/DSIJin
https://www.facebook.com/DalalStreetJournal
https://www.facebook.com/groups/ia.dsij/
https://apps.facebook.com/dalalstreet/


Google Plus -

http://plus.google.com/u/0/115163524819156516279

http://plus.google.com/u/0/b/103640852552004983704

LinkedIn -

http://www.linkedin.com/company/1378237

http://in.linkedin.com/pub/dalal-street-investment-
journal

Twitter -

http://www.twitter.com/dsij

Pinterest

http://pinterest.com/dalalstreet

				
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posted:7/3/2012
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Description: Social Media Marketing Case Study