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IILM Graduate School of Management

Module Manual: Social Media in Business Academic Year: PGDM/2010-12

Industry sector As more and more companies are venturing into Social media,the discipline will be widely required across industry sectors. Additionally, there are companies which offer consulting in this area will require trained manpower

Job Opportunity Some organizations have identified Social media marketing as an independent role where as most of them keep this as a part of their Marketing function.

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1.Introduction to the Module and Module Objective Social media is a recently emerged and ever evolving channel of marketing communication which has found relevance in both personal connectivity and business promotion . Although students are expected to be conversant with using the social media in personal space,the objective of the course is to sensitize them towards the role of this medium in business. The course will broadly be based on the following lines: 1. Introduction to Social Media marketing and its relevance in business today.The course will also share the trends that have been noticed so far. 2. Understanding various forms of social media and how they can be used for promoting business. 3. Understanding the profile of the target audience for focused targeting of the conversations pertaining to product/brand. 4. Measuring and monitoring the social media activities to gauge their efficacy. 5. Relevance of introducing Social media policy accountability of employees for making it a success. in organizations and the

6. Engaging customers and utilizing customer inputs for product innovation. 7. Understanding the connect between search engine optimization (SEO) and social media marketing.

The course will be extensively led through real life case studies and examples with the intent of understanding the current pattern in which social media works .What makes this course unique is its recent advent, and therefore a lack of any formal research, theories and practices developed in the field so far.Therefore students will be encouraged to think proactively through the case studies and examples to form a basic understanding of the current practices and to develop the ability to think of ways in which Social media can be used for effective marketing along with the traditional marketing channels.

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2.Introduction to the Tutors 2.1 Area Chair : Prof. Pranay Verma Phone Number : 9899101844 Email ID : pranay.verma@iilmgsm.ac.in

2.2 Module Leader : Ms. Sanchita Ghosh Email ID : sanchita.ghosh@iilmgsm.ac.in

2.3 Tutors Faculty Name Sanchita Ghosh Email ID sanchita.ghosh@iilmgsm.ac.in Location IGSM , Greater Noida

3.Session Plan SESSION Session 1 Topic An introduction to Social Media Marketing Readings/ Cases Chapter 1( Social Media by Li Evans) Desired Readings: Love of social media by CEO of Best Buy. Session 2 Session 3 Session 4 Trends in Social Media Case discussion Sony and JK wedding Dance Forms of Social media and the strategy goals Global State of Social media in 2011 by Global Webindex Case : Sony and JK wedding dance Chapter 2( Social Media by Li Evans) Desired Readings:Article - Social Media The new hybrid element of the promotional mix

Session 5

Using Facebook ,Linkedin,You tube Harness the power of Facebook by Dell and Twitter in Business Social Media( article) 8 steps to get seen on Linked in by Dragan Maestrovic( article) Chapter -40 ( ref book) Blogging & RSS Blogging and RSS by Darrel Branson ( article)

Session 6

06-07-2009-MK510-V1 Session 7 Case study : Group Presentation ( UnMe Jeans- Branding in Web 2.0-Case UnMe Jeans- Branding in Web 2.0) study Understanding the customer profiles Chapter 5( Social Media by Li Evans) associated with each SM platform

Session 8

Session 9

ROI of Social media strategy

chapter 4( Social Media by Li Evans) Desired Readings:Can you Measure ROI on Social media strategy( An MIT Article by HBR)

Session 10 Measuring & Monitoring the efficacy Chapter 4 &14( Social Media by Li Evans) of SM Strategy Session 11 Buzz Monitoring & Audience Research Session 12 Stakeholders of Social Media Strategy in an Organization Chapter 35( Social Media by Li Evans) Chapter 6 ,16&12 ( Social Media by Li Evans) Desired Readings:Article - Why you need a new Media Ringmaster Chapter 7 & 17( Social Media by Li Evans) Chapter 8,10 &11( Social Media by Li Evans) Coca Cola on Face book- Case chapter 19,23,24&38 1( Social Media by Li Evans) Chapter 25& 26( Social Media by Li Evans)

Session 13 Formulating a social media policy

Session 14 How to be a part of existing SM conversations Session 15 Case study- Coca Cola on Face book Session 16 Engaging the customers Session 17 Control on Brand image in the absence of control over Social Media Session 18 Case : Slanket Responding to Snuggies market entry

Case : Slanket Responding to Snuggies market entry

Session 19 Case Study :( United Breaks Guitar) Case Study :( United Breaks Guitar) Session 20 Customers as Innovators Session 21 Social media & Online marketing Chapter 27,28&29( Social Media by Li Evans) Chapter 36,37&38( Social Media by Li Evans)

06-07-2009-MK510-V1 Session 22 Using Social Media in B2 B Context Session 23 Individual assessment through case study & 24 Using social Media in B2B context HBSP Article

4. Module Readings 4.1 Main Texts Social media Marketing by Liana Li Evans 4.2 References 1. http://www.radian6.com/ 2. http://blog.monty.de/?p=579 3. http://www.interactiveinsightsgroup.com/blog1/social-media-case-studies/ 4. http://www.beingpeterkim.com/2008/09/ive-been-thinki.html 5. http://www.ignitesocialmedia.com/social-media-examples/Social-Media-Example-21UK-Government/ 6. www.hbsp.harvard.edu 7. Twitter power 2.0 How t dominate your market one tweet at a time by Joel Comm. 4.3 Reommended Articles, Other material 1 Zappos - discussion on the Social media strategy. 2 Social Media Marketing - Validated Time tested ways to grow business by Seop inc. 3 Taco Bell S M Strategy An example 4Peer Influence analysis-Using Social Technology for identifying your 5business's most influential customers ( Book Chapter by Josh Bernoff & Tedschadler)

06-07-2009-MK510-V1 5.Session details 5.1-Session I - An introduction to Social Media Marketing What is Social media and how it came into being since past few years. The session will also discuss the importance of participating in this form of media to further business. It reveals the unique characteristics of social media that differentiate it from the traditional marketing channels. Learning outcome: Students will get an insight into the influence that social media has on businesses, with or without the knowledge of the companies and how there is an increasing need for them to be a part of the conversation Reference Reading from text book : Chapter 1 Desired Readings: Love of social media by CEO of Best Buy. 5.2-Session 2 - Trends in Social Media This session will highlight major trends pertaining to consumer internet behaviour,motivation and attitudes.It will take through the data around various countries around the world. Various examples will substantiate this throughout the session. Learning outcome: Students will get a glimpse of how social media has evolved over a period of time and what place it has assumed in business Essential Reading: Global State of Social media in 2011 by Global Webindex ( Powerpoint) 5.3-Session 3 - Case discussion Sony ad JK wedding Dance The case brings into the focus the fact that user generated content can cause viral propagation. In a participatory digital media, the ideas and content start off at one location and form and quickly migrates to others, a process enabled by social and technological networks. As this migration occurs,network effects take hold, enabling exponential sometimes explosive growth. The company has least control sometimes on the communication that is propagated about them.

06-07-2009-MK510-V1 Learning outcome: To examine the shifting role and positioning of a marketer as new consumer attitudes and behaviors are brought about by the social media.It also considers the opportunities to create value for the companies, that arise due to always-on, dynamic social media network Essential Reading : Case study ( Sony and JK wedding Dance) 5.4-Session 4 -Forms of Social media and the strategy goals The session will discuss different types of Social Media and define the goals associated with each one so as to facilitate an effective monitoring of the social media strategy Learning outcome: Students will learn about various social media platforms available for connecting with the stakeholders and how each one can be controlled against well defined goals. Essential Reading : Chapter 2 Desired Reading: Article - Social Media The new hybrid element of the promotional mix 5.5-Session 5 -Using Facebook ,Linkedin,You tube and Twitter in Business This session will help students to understand how Social Media Platforms such as Linkein,Twitter and Facebook work and can be used for promoting businesses and products.It will discuss various features available on these websites that can be effectively used for the purpose and will also discuss various ways of communicating and conversing on these media to achieve the purpose of promoting business. Learning Outcome: Students will be understand the ways of using these specific media platforms in a way to so as to make feel the presence of a business and to establish the brand. Essential Reading: Harness the power of Facebook by Dell Social Media( article) 8 steps to get seen on Linked in by Dragan Maestrovic( article) Chapter -40 ( ref book) 5.6-Session 6 -Blogging & RSS The session will explain in the detail the concept of blogging and RSS and help students understand how they work and how these may be used for promoting brands and businesses.

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Learning Outcome: Students will be hands on with working on Blogs and using RSS for promoting the visibility of content/web pages etc. Essential Reading: Blogging and RSS by Darrel Branson ( powerpoint) 5.7-Session 7 Case study : Group Presentation ( UnMe Jeans- Branding in Web 2.0) The case allows students to grapple with the strategic and tactical decisions that accompany marketing communications strategy and to combine information on consumer behavior with an understanding of brand objectives to assess and evaluate social media options.The case explores as to how the brand manager of UnMe Jeans is caught between the traditional and the new marketing channels for brand promotion.It describes as to how she evaluates the various options on web 2.0 to identify the most suitable platform to achieve branding and advertising objective. Learning Outcome: The case encourage students to think strategically about promotional planning and to address both shortcomings and opportunities offered by traditional media outlets ( TV,Print,Radio)and new Social Media outlets( Social networking sites,video sharing sights) Essential Reading : Case study UnMe Jeans- Branding in Web 2.0 5.8-Session 8 -Understanding the customer profiles associated with each SM

platform
This session will discuss the need for understanding the profile of the prospective audience/customers. It will categorize them into 6 major types. This will also introduce the students to the tools that determine the demographic profile of the audience and the various social media platforms on which they are active. The lecture will discuss the relevance of knowing the rules and norms followed by various social media communities Learning outcome: Students will understand the importance of conducting a thorough research of the customer profiles for a focussed targetting of their brand, and the relevance of understanding the norms of various social media platforms in order to formulate the most appropriate social media strategy Essential Reading: Chapter 5

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5.9-Session 9 -ROI of Social media strategy This session will discuss the significance of conversations and the need for monitoring them. The session will also explore the pros and cons of measuring the return on investment ( ROI) on social media? Learning outcome: Students will understand the Complexity of determining the Return on investment( ROI) on the company's SM strategy. Reference Reading from text book : Chapter 4 Desired Reading: Can you Measure ROI on Social media strategy( An MIT Article by HBR) 5.10-Session10

Measuring & Monitoring the efficacy of SM Strategy

This session will discuss how to monitor and measure the conversations happening on Social media.It will also discuss the limitations of the tools that measure the sentiments or the buzz. It will suggest the ways to know whether the chosen strategy is working by assessing the results of measurements against the chosen goals. Given the multiple platforms and the changing technologies Social media strategy needs to be adaptable and the social media strategy has to be flexible enough to take a quick call on changing the focus to an alternate social media platform. Learning outcome: Students will learn to measure the success of social media strategy against the defined goals in order to choose the right course. Reference Reading from text book :Chapter 4 & 14. 5.11-Session11-Buzz Monitoring & Audience Research The session will further probe into measuring & monitoring the quality of conversation by discussing Buzz monitoring and Audience research. This will also introduce to the available online tools to measure buzz and sentiments. Learning outcome: Students will understanding the relevance of monitoring the qualitative and quantitative assessment of the conversations. Desired Reading Chapter 35

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5.12-Session 12-Stakeholders of Social Media Strategy in an Organization The session discusses the importance of being a part of any conversation regarding your company on the social media.It talks about the various stakeholders in the social media policy and highlights the role of each department within an organization.It emphasises the significance of educating the employees to channelize the efforts of the employees towards a successful social media strategy. Learning Outcome Students will learn that implementing the social media strategy is not owned by one department or person in the organization and that all the employees automatically become stakeholders Desired Reading : Article - Why you need a new Media Ringmaster Chapter 6, 16 & 12. 5.13-Session 13-Formulating a SM policy This session discusses the importance of formulating social media policies for the company in order to bring order into what the employees communicate about their organization on various social media. It also discusses how the companies legal department plays a major role in streamlining the policies. Learning outcome: Students will get a perspective of how to formulate the social media policies for the company. Desired Reading : Chapter 7 & 17 5.14-Session 14-How to be a part of existing SM conversations The session discusses the ways to step into ongoing conversations between the customers in the social media or initiating new ones. It also suggests various ways to deal with negative conversations happening within Social media groups in order to turn those to advantage or to mitigate their negative impact. Learning outcome: the students will get a perspective of how to be a part of the conversation and also deal with it successfully.

06-07-2009-MK510-V1 Desired Reading: Chapter -8,10&11 5.15 Session 15-Case: Coca Cola on Face book User generated content created a huge following on social media for Coke and Mentos.This was a challenge for the executives at coke as they had to draw a line between how much they could open up the brand to the consumers while protecting the world's most famous brands.The case discusses how the situation was handled and at the same time a positive impact brought on the bottom line. Learning Outcome: To Illustrate the changing market landscape as social media evolves as a mass and mainstream marketing platform and how to handle it effectively so as to leave a positive impact on the brand Essential Reading :Case: Coca Cola on Face book 5.16-Session 16-Engaging the customers This session will highlight how honesty and trust can be a useful tool for engaging customers. Consistency in branding by way of a congruence across marketing,PR and advertising also lends credibility to the brand and furthers the objective of engaging customers in positive conversations. Therefore aligning offline marketing strategies with Social media are of critical importance. Learning outcome: Students will learn some of the tools for engaging the customers in social media conversations and the importance of the congruence of offline and online marketing strategy into a unified goal. Reading for reference :Chapter 19,23,24&38 5.17-Session 17-Control on Brand image in the absence of control over Social Media The session focuses on the fact that companies have least control on the message conveyed about them through the social media. The key lies in adopting a certain technique in order to be able to deal with it in a way so that the conversation turns to the companies advantage Learning outcome: Students will understand that unlike traditional marketing social media marketing is controlled by the customers and other stakeholders, and they learn the ways to deal with it.

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Reading for reference : Chapter 25&26 5.18 Session18-Case : Slanket Responding to Snuggies market entry The case discusses techniques specific to online marketing environment, and demonstrates how confusion within a product category or even a satire can be used to a marketers advantage. The case describes the ways in which buzz is built. Everyone has access to you tube,twitter and other social media websites, the buzz goes on 24 hours a day , seven days a week. Learning objective: The case helps to understand how the online buzz generated by any source be it a competitor or customer,can be used to company's own advantage. Essential Reading - Case : Slanket Responding to Snuggies market entry 5.19 Session 19-Case Study :( United Breaks Guitar) The case explores the notion of the internet in which the tables are turned. A corporation becomes vulnerable to individuals and groups that formerly possesses little or no power, but now can command the powers of connection and influence afforded by social media. Learning outcome:To examine Social media tools and their effect on the brand. What strategies can companies deploy when the power to craft messages is available to both marketer and customer. Their is also a focus on process of viral propagation and the opportunities ( though limited), that they may have for response. Essential Reading:Case Study :United Breaks Guitar 5.20-Session 20-Customers as Innovators This session will discuss the role of customers as innovators. It highlights the fact that customer's ideas can not be ignored since they possess a thorough knowledge of the company's products from a perspective which is innovative. They bring a different insight which can be used for improving the product and also for accumulating a valuable content to be put up on social media platforms. The content may be looked upon as more relevant by the customers and hence will help in better engaging the customers. Learning outcome: Students will learn to use social media for getting innovative ideas from the customers to improve upon the content posted on various social media platforms and to innovate and improve their products.

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Essential Reading: Chapter 27,28 & 29

5.21-Session 21

Social media & Online marketing

The session will discuss how Social media strategy can be Complemented with Pay per click ( PPC) marketing & Search engine optimization( SEO).It highlights how search engine results are a buy product of Social media Learning outcome: Understanding the connect between PPC, SEO and Social media marketing Essential Reading: Chapter-37 Desired Reading : 36 & 38 5.22-Session 22-Using Social Media in B2 B Context The session will discuss the opportunities for Business to business selling to prospect,shorten sales cycle and build customer loyalty through Social Media.It will explore various ways in which this objective can be achieved Learning Outcome Students will learn how Social media can make the entire sales process more efficient and target market oriented. Essential Reading: Using social Media in B2B context HBSP Article 5.23-Session 23 Case Study assessment 5.24-Session 24 Case Study assessment

06-07-2009-MK510-V1 6 Assessment: Assessment Map This table shows main assessment methods which are used across module and its stages: Module Social Media in Business Notes: A1: Individual test/ Assignment A2: Group Assignment/ Project A3: Open Book Examination A4: Close Book Examination A5: Group Presentation Students will be assessed on the basis of following: 1.An individual examination which will include a case study. Students will be required to analyze the case and suggest solutions to the problems at the end of the case. This will carry a weigtage of 60% 2.A group presentation to analyze and problem solve based on a case study. This will carry a weigtage of 30% for the content of the solution offered and 10% for the presentation. ASSESSMENT TASK INFORMATION Assessment Task Case discussion Individual Case discussion ( group) (a)Solution -content (b) Presentation 30 10 Weight age (%) 60 A1 * A2 A3 A4 A5 *

Rubrics -Individual assessment

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Grade Excellent Very Good Good Average Unsatisfactory Poor

Learning Objectives Criteria

Understanding of the basic concepts Excellent applied of how social grasp over the basic media works and concepts influences businesses Can analyze new situations while using the framework of the Analysis of basic concepts , information without guidance. Can identify the issues involved. Is very innovative so as to perceive solution to the issues identified while applying the basic concepts

Inadequate/N Reasonable Very good applied Good applied Competent applied o applied applied grasp grasp over the grasp over the grasp over the grasp over over the basic basic concepts basic concepts basic concepts the basic concepts concepts Can analyze a range of information without guidance. Identifies most of the issues Sufficiently innovative.Can identify solution while applying the basic concepts in a limited way. Can analyze with guidance. Detailed coverage of obvious issues/theory. Can identify solutions within the basic framework of the concepts with limited innovation Some evidence of understanding depicted. Can analyze a limited range of information. Can identify solution with less focus on the basic concepts and limited innovation Some evidence of analysis but misses more subtle issues/theory. Little or no analysis. Fails to identify key issues/theory.

Problem Solving

Can identify solutions with little focus on Fails to offer concepts and solution least innovation
Purpose and Purpose and

Written Communication skills

Articulate and persuasive use of language.

Language is Thoughts and Language mainly meaning fine, expression somewhat ideas are clearly fluent but frequent may not be very clear but expressed. errors of grammar language is clear
poor

meaning unclear. Language/gra mmar and spelling poor

06-07-2009-MK510-V1 Rubrics Group Presentation

Learning Objectives Criteria

Understanding of the basic concepts Very good applied Good applied grasp Competent applied of how social Excellent applied grasp grasp over the basic over the basic grasp of the basic media works and over the basic concepts concepts concepts concepts influences businesses Can analyze new Some evidence of Can analyse with situations while using understanding Can analyse a range guidance. Detailed the framework of the depicted. Can Analysis of of information without coverage of basic concepts , without analyse a limited information guidance. obvious guidance. Can identify range of issues/theory. the issues involved. information. Sufficiently Can identify Is very innovative so as Can identify solution innovative.Can solutions within the to perceive solution to with less focus on identify solution while basic framework Problem Solving the issues identified the basic concepts applying the basic of the concepts while applying the basic and limited concepts in a limited with limited concepts innovation way. innovation Communication skills Articulate and persuasive use of language.

Reasonable applied Inadequate/Fails grasp over the basic applied grasp over concepts the basic concepts

Some evidence of Little or no analysis. analysis but misses Fails to identify key more subtle issues/theory. issues/theory.

Can identify solutions with little Fails to offer focus on concepts solution and least innovation

Purpose and Language is fine, Language mainly Purpose and Thoughts and ideas meaning somewhat meaning unclear. expression may not fluent but frequent are clearly expressed. clear but language is Language/grammar be very clear errors of grammar poor and spelling poor

Team work

Understands and appreciates the view point of other team Understands and members. Is able to appreciates the view Makes significant bring around the group point of fellow team contribution to the to a common members.Makes final output. conclusion and significant contribution Significant understanding of the to the final involvement with issues being discussed. output.Good team the group Makes significant player contribution to the final output

Contributes somewhat to the final output. May not be quite engaged with the group

Makes little contribution to the final output.Least engagement with the group

Has no contribution to the final output and there is no involvement in the team activity

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Teaching Map This table shows main delivery methods which are used across module and its stages: Module Social Media in Business T1 * T2 T3 * T4 * T5 * T6

Notes: T1: Lectures T2: Seminars/Tutorials T3: Projects & Presentation T4: Case Discussion T5: Guest Lectures/Industrial Visits T6: Lab Sessions Curriculum Map This table shows the main learning outcomes which are developed and/or assessed in this module: Module L1 L2 L3 L4 L5 L6 L7 L8 Social Media in * * * * * * * Business Notes: L1: An understanding of organizations, their external context and their management. L2: An awareness of current issues in business & management which is informed by research & practice in the field. L3: An understanding of appropriate techniques sufficient to allow investigation into relevant business & management issues. L4: The ability to acquire & analyze data and information. L5: The ability to apply relevant knowledge to practical situation. L6: The ability to work & lead effectively in a team based environment. L7: An improvement in both oral & written communication skills. L8: Be cognizant of the impact of their individual & corporate actions on society and recognize ethical business practices. L9: Be sensitive to the social economic and environmental responsibilities of business. L9

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06-07-2009-MK510-V1 7.Readings - Grid

Case No. Title Topic Discussed No of pages Shared/ isolated

Brief Cases 1. 2. Cases * 1. Sony & JK Wedding Dance

2.

UnMe Jeans- Branding in Web 2.0

Understanding the new consumer attitudes and behaviors that are brought about by the social media. addressing both shortcomings and opportunities offered by traditional media outlets ( TV,Print,Radio)and new Social Media outlet. Understanding changing market landscape as social media evolves as a mass and mainstream marketing platform and how to handle it effectively Creation of online buzz by external players strategies that companies deploy when the power to craft messages is available to both marketer and customer.

27

Coca Cola on Face book

11

Slanket Responding to Snuggies market entry United Breaks Guitar

13

13

Total No of pages Essential Reading Harness the power of Facebook by Dell Social Using Facebook for business Media( article) 8 steps to get seen on Linked in by Dragan Using Linkedin for Business Maestrovic( article) Social Media trends in 2011 Trends in social media (PPT) How to use social media for B2B Using social Media in B2B context Article marketing Blogging and RSS by Darrel Branson ( Understanding blogging and RSS powerpoint) Chapter -2,3,5,15,37,40( ref book) Total No. of Pages Desired Readings Why social media in Business Love of social media- by CEO of Best Buy. Social Media The new hybrid element of the Integrating social media with traditional marketing channels promotional mix-Article Can you Measure ROI on Social media strategy- Measuring ROI of SM strategy Article Chapter-7,8,10,11,17,35,36,38 ( ref book) Who can handle Social media Why you need a new Media Ringmaster-article strategy of a company Total pages Total No. of pages Videos Seth Godin on Social Networking Reid Hoffman on Future of Social Networking in Business 3. 7 rules of Social networking marketing effectiveness *The cases are also essential readings 1. 2.

73

1. 2 3 4 5. 6.

2 1 25 15 13 45 101

1. 2 3. 4 5

6 9 11 77 3 106