Mini Research project

Topic:

“A case study how multinational organization use

social media and viral marketing to enhance their
brand identity.”
By

Rakibul hasan chowdhury

student No: 1092187254445

course tutor : Dr. TheoPhilus Gokah

INTRODUCTION:
It is time to discover which factors playing main role and getting more popularity
creating brand identity. Social media and viral marketing are important components of marketing
indeed. Every big company especially all multinational company using those two factor to
enhance their brand identity. Big companies have been raising their social media marketing
constantly. Interactive Marketing Forecast has done a research in social media marketing they
come up in a decision that social media marketing will grow at least 34% over next five years to
$3.1 billion by 2014 while overall advertising budgets may decrease or stay in the same size
though it doesn’t mean they don’t still matter. But it’s telling us social media getting more
important and it’s covering more important part of branding.

My research main proposal about how multinational organization use

social media like face book. Twitter, you tube and viral marketing to promote their brand. Here i
will try to find out how they use those things for their marketing , involving their employee to do
personal and group marketing for their organization brand and even how they involve people to
help them up to promote their brand more effectively as they want.

For doing this research I have visited few big organizations website, some
international journal and few social media specialist research and found social media and viral
market are new and important parts of marketing mix. Almost all big company uses those things
for their brand marketing. It’s a big part of all multinational organization they always put their
concentration in social media and viral market they always keep update in social media about
their brand and try to make nice video for viral marketing to attract people. Even nowadays
multinational company try to engage their employee in social site to put positive update about
the company also collect information from people what they think about company product and
service.

In this research I will find out few question answer

1. Are multinational companies using any rules to use social media?

2. How they find out their bullet content to attract people?

3. Are they using social media and viral marketing as a part of advertisement?

4. How they involve people to attract their brands?

5. Is it easy to rather other marketing option?

Literature Review
Multinational organization use social media and viral marketing mix them up and make
a fusion and find out a the main theme to promote their brand also how they can use each
employee to promote their brand and workplace to general people even they use public in social
media to enhance their brand identity. What kind of viral marketing helps to get quick and more
response? How a company mix social media and viral marketing and use them together to get
light bulb response. To do this research I have read few people work regarding social media and
viral marketing. Jacquie McCarran is a professional Social Media Manager and Network Market.
She has done a research paper i have read her work and get knowledge about social media also I
have read another one gentleman work name Ben Stroud. I use primary data for this research

Photo source: Intersection Consulting (via Flickr)

Large company cannot engage their people without diversify their massage through social media
and through viral marketing. One of the great opportunities of face book is, it helps to make a
brand more popular rather other sites. Also through face book or twitter a big company can
spread their message through the world. But to get success companies has to be making
something interesting so people can get interest to the brand and the message. Also try to make
the message easy understanding to every level of people all over the world.

Viral Marketing has become a very trendy way to promote and brand products/services of a
company or organization. Many groups/companies are now using this strategy to get their
message out. One of the most effective ways of implementing a viral marketing campaign is
through videos. Many major companies are using videos to attract a wide audience. These videos
can be seen on various social media sites such as You Tube, Face book, My Space, Digg, among
others. Companies have to be making something interesting and meaningful so that it promote
the brand and make sense to people about the brand. Viral marketing very trendy now has
become very famous to promote a brand and its product and service. A good viral campaign can
helps to get rapid positive response. So before making any viral advertisement company has to
be very careful what they want through the advert. A large no of big companies’ are using videos
to attract a massive audience. These videos can be publishes through social media such as you
tube, face book, my space, digg among others. The success rate of viral marketing is really high
rather other marketing approach so now a days its becoming more and more as a marketing
technique.

Based in above understanding regarding this research I would like set a current design for
multinational companies.

To use social media 1st and main duty is define the brand. How do you want your brand stand
out?

There are many businesses who always wonder what social media can do for that. They couldn’t
find out what special things can do social media for their brand. Here I tried to find out how
social media can helps to businesses for their brand.

Social Media Helps….

1. Find out product key messages

2. Create awareness of the brand
3. Make trust in the brand
4. Spread the messages to the target people quickly

I would like to share the few steps to branding via social media

1. Set the key messages

2. Explore the best approach to publish your message (video, Audio, text)
3. Craft the content – support your message for branding purpose you wish to convey
4. Find out the best social media to employee
5. Test the content
 6. Using people feedback about key message, refine the content , set it again and soliciting
feedback
7. Get all the time involve with chosen network and searching new social media to increse
promoting. Be sure to promote good content.

Few steps to apply this.....

All messages “just in time” blogging.

Make the message something sensational so that people get interest about it.

Useful information and resource for target people

Make the message must reflect positively on company

Seek the main influences and specific support their stuff.

Before start marketing on social media u need to find out who will be your target audience.
Otherwise you just waste your time. If you think social media is a salt shaker it will be your
wrong idea. You cant think that you put in information in social media in a regular strategies
way and get a rapid feedback from your target audience. Social media never is an after thought it
has to be thought of at the core of marketing initiatives. Obviously u needs to be creative and
find out your own unique idea. There is no cookie cutter approach in social media.

You will need to put your concentration in social site all the time and put in relevant information
and reset your key message if its need. And also need to find out a secure name so that no one
can use your brand name in their profile. CheckUserNames.com as a good place to do it.

Must regular check up and interact in time.

Social Monitoring Benefits:

 Product Development
 Customer Service
 SEO / Marketing Initiatives
 Monitor your Competition

Give power to your customer:

Let them priority to generate idea to build ad and collect information from the customer to
implement new product offerings.

Building a brand through social media and viral marketing via video and photo sharing

I think now its time to do something fusion between social media and viral marketing to enhance
brand identity. Like using video and photo sharing to build a brand through social media. Its very
importance to use visual media for branding.

You have to do something interesting, funny, memorable, informative and creative also need to
mix them together so that people can remember you.

Branding is compulsory even your avatar is essential. Your avatar should be who we are and this
is how we relate people with us.

Tips:

 Your avatar should be your brand.

 Make sure the picture or video you post those saying about your brand.

 Create your own group and influence people to share their idea, pictures, and video and
join in the group also make them to invite their friend to join the group.
 Let the people think that they are an important part of group and this is how you can
extend your group.
 Explore the positive site of brand into the picture
 Never forget the tags.
 Keep update your marketing consistent like icon, logo on video and photos.
 No matters how small your company branding matters.
 Keep branding always even in your locally.
 Optimizing is fundamental
 Find out and keep research where your audience is and who is your new target audience.

You tube is a good search for sharing your video for your company branding. Recently you tube
beats Yahoo for searches. Thats pretty cool. And its proof that how important videos can be in
search. So it could be a good way to promote brand.

The companies should use a system and particular rule to use social media to promote their
product and service. They should have some rules how they can implement their idea in social
media. When a copmany open a page in social media first they needs to put all good things about
the company.

Big company use social media and viral marketing as a part of advertisement. They try to reach
massive no of peoples through different media. So whenever a company wants to attract people
by a new idea or wants to put new concept in social media they have to be very careful about
their goal and have top make that idea regarding their goal and easy understanding.
If a big company only share some information on their social media page they wont be success to
attract people. Because people use social media as their entertainment and to contact with their
family and friends. So to get people Attraction Company should arrange something where people
can involve themselves and its helps to marketing a brand rapidly. I have found a big fashion
brand NEXT how they marketing their product in face book. After every few months they
arrange model search from local people through face book. So lots of people involve themselves
in this competition and they try to get their friends vote to b model. In this process lots of people
visit next page and get information about next and next put some video in their page as a viral
marketing so people can know next special quality rather other big brand on high street. Even
one big bank call Lloyds Tsb also arranged campaign through face book they try to make add by
people. They announce couple of months ago they needs cartoon model made by nonprofessional
people. |So lots of people showed their interest and they visited Lloyds tsb page and they have
watched massive information and some video about the bank. By this process Lloyd’s tsb attract
vast people attention and they want to let people know by few video they are best in service.
Even BBC Breakfast now gives out their Face book page as the place to make contact and to
‘interact’ with the programmer.

Sunday’s NY times article by Randall stross about how advertise face hurdles on social
networking sites set off another wave of finger pointing in the online advertising community. We
can see how big multinational company “Procter & Gamble” uses social media for their main
advertisement media.

You can’t separate social media and advertisers they stepping on each
other’s toes. It’s fine but now it is right time to experiment where
social media such as face book twitter and you tube is looking in CPM
and CTR metrics to discover new factors like engagement and
amplification. It is also time to find out what is the key factors that
why large company such as P&G are willing to consider social media
as their one of the most important key media metric.

Face book’s recently-introduced engagement ads are beginning to deliver on this promise. They
provide an integrated (content+ advertising) social experience that stimulates demand. Tim
Kendall, Chris Pan and the rest of the team have done a great job establishing core interactions
(gifting, commenting, fanning, rsvp-ing) that users engage with, which then get amplified
through the social graph via the news feed.

A large amount of companies, large and small are taking steps to innovate around the
engagement and amplication of social ads. My space has done a solid work of late, both exposing
them self service hyper- targeting to direct advertisers as well as providing value added solutions
to large brand like McDonalds, Wal-Mart and Toyota. Other startups such as Meebo, Flixster,
Buddy Media and Social Vibe, not to mention my own SocialMedia.com, are also developing
next generation social advertising solutions.

The advertisers who stand to benefit the most from social advertising are consumer brands at the
top of the purchase funnel. Think candy, snacks, cereal, deodorant, toothpaste, virtually any
brand you would see at a local Rite Aid. The equity of these brands has historically been shaped
and reshaped by conversations at the proverbial water cooler; whether after a great Super bowl
ad or following a genius integrated sponsorship that convinces one friend to share his brand
affinity with another.

To promote brand and marketing brand through social media is much easier rather
other option. its easy to make a video for viral marketing and put it in different social media. Its
easy and not expensive also easy to attract huge no of people all over the world. A brand can
market their product and service rapidly by using social media and viral marketing together. So
before putting anything in social page or making any viral campaign company has to be careful
and have to research about their aim.

Viral marketing is easy and get people attraction if it’s entreating, and nowadays it’s an
important part of marketing mix. By viral marketing a company can let people know their unique
quality rather their competitor. But viral marketing have to be in a clear process and also after
making a viral advertisement company have to publish it in a good media. Social media is best
site for viral marketing its helps to get rapid response from people. For example strong viral
marketing campaign implement through video. After making a strong video company can
published it through social media. So if groups can mix viral marketing and social media
together and use it for marketing they can easily attract massive people attention.

Though after reading this research we can say social media and viral marketing are main parts of
marketing but still other efforts of marketing are very important. The online advertising will
increasing from 12 percent to 21 percent by 2014 by and the battle between search and display is
still raging by Forrester estimate.

Increasing their brand reorganization and word of mouth in social media marketers are going to
be spending more and more time. Marketing consultant expects the interactive marketing spend
to double in the next five years and reach $55 billion by 2015. But the 34% growth of social
media marketing will be double the average growth of 17% for the rest of online marketing.

What does it mean for companies trying to promote their brands? Getting real people to talk
about brands online matters.

However, turning consumers into brand evangelists can be a tricky — and expensive — task.
And while brands are getting less traction out of traditional marketing dollars, there is no need to
think that traditional marketing has stopped working. 

Nielsen’s Global Online Consumer Survey released this week may have found that 90% of
online consumers trust recommendations from people they know in real life, but the next most
trusted source are companies' own websites. Nielsen estimates that 70% of consumers online
trust brand websites. That's compared to 55% that trust billboards, 33% that trust banner ads and
24% that trust mobile text ads.

Methodology:

For this research I have used secondary data. I have research through few big
company website and some marketing specialist work and found how they use social media fro
their brand. specially I used P&G and few statistics about social media marketing.

Problems:

Though big company can get lots of new opportunities through social media and viral
marketing but there are few problems using those factors for marketing. It could be just plain
laziness on behalf of some Brands, in that they can’t think of new ways to attract customers to
and to retain them on their websites.  And after all, Face book seems to offer something different,
so why not just give it a try.

This brings up challenging questions for organizations:

 Do you have a clear and robust enough Internet strategy that stands up in its own right, or
are you just going with the flow?
 What does the future hold for how a Brand or company (large or small) represents itself
online?

Conclusion:

At the end I can say nowadays without social media and viral marketing helps no big company
can success in their marketing process. So all big groups should more curious about those factor
for their success marketing. As Li ends with saying that “Branding and Being Social Is Key”
References:

 http://www.socialdesire.com/2009/04/08/building-a-brand-through-social-media-im-
spring-break/

 http://www.insidefacebook.com/2008/12/17/brand-building-in-social-media/

 http://socialmediatoday.com/socialmedia-canada/263682/how-can-multinational-
company-succeed-social-media

 http://socialmediatoday.com/ben-stroud/263370/what-use-social-media-super-account