METEOR SOLUTIONS – MEASURING THE VALUE OF SOCIAL MEDIA MARKETING SECTION-B / GROUP 18 FT164026SV Devi Aishwarya FT164096Varun M FT163043Kiruthika S FT163061Nirmal R FT163078Rini Kiruba Shanthini

PRESENT SCENARIO CAPCOM is one of the leading players in the video game industry CAPCOM is one of the leading players in the video game industry Created many famous franchises, including ‘Resident Evil’ Created many famous franchises, including ‘Resident Evil’ The ‘Resident Evil’ franchise was extremely successfully worldwide. The ‘Resident Evil’ franchise was extremely successfully worldwide.

AYZENBERG Ayzenberg is one of the ten largest advertising agencies in the West Coast of USA., with revenues of $55 million. Ayzenberg is one of the ten largest advertising agencies in the West Coast of USA., with revenues of $55 million. It had many premium clients like Capcom, Sony, EA Games, Microsoft, Sega and others. It had many premium clients like Capcom, Sony, EA Games, Microsoft, Sega and others. It focused on selling to young adults as they were the most difficult to reach out to. It focused on selling to young adults as they were the most difficult to reach out to.

COMPANY INTRODUCTION Meteor Solutions is a software company that enabled advertisers, agencies and publishers to measure and quantify WOM campaigns. Meteor Solutions is a software company that enabled advertisers, agencies and publishers to measure and quantify WOM campaigns. Focused on measuring, buying and optimizing WOM traffic using the precision of paid media. Focused on measuring, buying and optimizing WOM traffic using the precision of paid media. Had two parts – Meteor Tracker: Core tracking technology and analytics platform Meteor Ignite: WOM optimization tools built on Tracker technology Had two parts – Meteor Tracker: Core tracking technology and analytics platform Meteor Ignite: WOM optimization tools built on Tracker technology

CALCULATIONS Direct SharingWOMTotal% WOM % % % % % % % % % % % % % % % % % % % % % % % % % % Total

CALCULATIONS- CONTD Exhibit 10 - SampleTotal [from Exhibit 10) Total Visitors From Sharing % of Sharing42.74%44.60% Conversion Rate5.30% Users from Sharing who buy Margin from a Unit of RE5(In $)10.00 Break Even Point(In $)49, ,081.15

WHAT WERE THE IMPLICATIONS FOR FUTURE ADVERTISING MARKETING CAMPAIGNS ? Moving on from traditional marketing campaigns, future advertising campaigns will quantify the number of visitors using pass-alongs. Moving on from traditional marketing campaigns, future advertising campaigns will quantify the number of visitors using pass-alongs. From an improvement point-of-view, these marketing tools should capture how the visitor was aware of the website or page along with location details. From an improvement point-of-view, these marketing tools should capture how the visitor was aware of the website or page along with location details.

HOW WOULD MEASUREMENT TOOLS FIND NEW WAYS OF MAXIMIZING VALUES IN FUTURE MARKETING CAMPAIGNS ? The tools will drive traffic using ads, online banners and word-of-mouth. The tools will drive traffic using ads, online banners and word-of-mouth. When a video series is used, it increases repeat visits and WOM When a video series is used, it increases repeat visits and WOM Using community as a method of unlocking encourages sharing and WOM. Using community as a method of unlocking encourages sharing and WOM. Strategy would be to lure users and target audience to make the promotion or campaign viral. Strategy would be to lure users and target audience to make the promotion or campaign viral.

ROI OF KIJUJU CAMPAIGN All metrics chosen must be quantitative as well as qualitative in nature. Measuring just the impact metrics like impressions, number of followers etc will not contribute to the measurement of Social Media ROI. Some metrics could be as below: New lead generation New lead generation Reduced sale cycle Reduced sale cycle Number of sales Number of sales Number of new customers Number of new customers Increase in referrals Increase in referrals Conversion improvements Conversion improvements

WHAT PRODUCT ENHANCEMENTS WOULD BE NEEDED TO MAKE THE METEOR TRACKER EVEN MORE VALUABLE? Provide data on number of people who participated in the campaign Provide data on number of people who participated in the campaign Understand how person to person influence impacts the campaign Understand how person to person influence impacts the campaign Number of referrals made and subsequent conversion rate Number of referrals made and subsequent conversion rate Identify underlying opportunities in social media as an advertising forum. Identify underlying opportunities in social media as an advertising forum.

BEST METRIC TO CAPTURE THE PERFORMANCE OF A SOCIAL MEDIA MARKETING CAMPAIGN ? Click-share = My Clicks Total Clicks Click-share = My Clicks Total Clicks Click-Through Rate = My Clicks My Followers Click-Through Rate = My Clicks My Followers

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