Social Media Marketing Case Study

Abstract

The following case study is covering the importance of WOM in Social Media in example of the Resident 5 Kijuju Campaign. It proves that the different marketing strategies and tactics should be aligned with the company's mission and aims. The case demonstrates the significance of marketing tactic planning concerning the industry, company goals, and customers’ characteristics. The case study is dedicated to the Meteor Solutions’ tools that were used to measure the success of WOM. The case study questions how to measure the value and ROI of Social Media Marketing., and how can these figures be useful in the future campaigns designing.

Statement of authorship

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➢ Specific: The goal should include a clear purpose, expectations and actions we are going to take. In that case the main goal of Kijuju campaign was to stimulate the core fans to share the content with the other people, increasing the amount of customers. The goal statement could be better if the measurable figures were included.

➢ Measurable: Thanks to Meteor Solutions, Ayzenberg got opportunity to measure the success of the designed campaign. The Meteor Solutions had created the program that kept track of new generated users, their shares, responds and total traffic from online sharing. Thus, the Ayzenberg was able to measure how the figures changed after the beginning of viral campaign.

➢ Achievable: The goal of the campaign was attainable. They could see the opportunity in their loyal customers, promoting a new game. They built a strong relationship with the gamers through the years of successful and original creations .The Company could rely on their fans in engaging new customers and distributing the information through the social media

This is the style, which was used since the begging of marketing history. The name of the style “push” tells us itself that the main strategy was to push people to buy the product, through the direct interactions with them. The old marketing is always a one-way communication. The Kijuju Campaign used the push style only once, when they sent the emails to the gamers. Although, the emails could be simply ignored and deleted, the catchy messages guaranteed the fans’ attention. Nowadays, the outbound strategy is not considered to be effective anymore. The new technologies have given people a lot more choices than in the past, and have created "consumer democracy". Each person has the opportunity to choose from thousands of options of the desired product. It is important for the marketers to gain the customers’ trust and loyalty. The viral campaign of Capcom was successful because it added the value to the product, and entertained the gamers. The main point of Kijuju was not an immediate sale, but building the relationships with customers and engaging them in communication. To sum up, in this case the direct emails became a successful starting point of the massive creative