Ex1 SMA

Experiment No – 1
Study Experiment
AIM:
Study various -
1) Social Media platforms (Facebook, twitter, YouTube etc)
2) Social Media analytics tools (Facebook insights, google analytics netlytic etc)
3) Social Media Analytics techniques and engagement metrics (page level, post level,
member level)
4) Applications of Social media analytics for business.
THEORY:
1) Social Media platforms

Social media platforms are online tools or apps that let you share content (such as text,
images, and videos) and interact with other users.
Businesses can use social networks to increase brand awareness and reach, engage with their
audience, and gather valuable customer and competitor insights.
1. Facebook
Facebook is the largest social networking site, with over 3 billion people using it monthly,
according to Statista. This means roughly 37 percent of the world’s population are Facebook
users. Facebook's direct messaging spin-off app, Facebook Messenger, boasts 931 million
monthly active users.
More than 200 million businesses (mostly small businesses) use Facebook tools, and more
than seven million advertisers actively promote their business on Facebook, which makes it a
pretty safe bet if you want to have a presence on social media.
It’s easy to get started on Facebook because almost all content formats work great on
Facebook — text, images, video content, and Stories. But the Facebook algorithm prioritizes
content that sparks conversations and meaningful interactions between people, especially
those from family and friends
2. YouTube
YouTube is a video-sharing platform where users watch a billion hours of videos daily.
Besides being the second largest social media app, YouTube is often called the second largest
search engine after Google, its parent company.
So, if you use video to promote your business, then you definitely need to add YouTube to
your marketing strategy. To get started, here’s how to create a YouTube channel for your
brand.
To help your videos get discovered by more people, we recommend reading up on YouTube
SEO or considering advertising on YouTube to increase your reach.
3. X (formerly Twitter)
X's monthly active user numbers have been reported as anywhere between 335 million to 666
million. In a September 2023 interview, X CEO Linda Yaccarino shared that the company
currently had 550 million MAUs, so we've gone with that value.
The platform once known as Twitter invites an audience that loves to post news,
entertainment, sports, politics, and more. What makes it different from most other social
networking sites is it strongly emphasizes real-time information — things happening and
trending right now — in just 280 characters (140 for Japanese, Korean, and Chinese).Many
BEA106_Juhilee Tushar Patil

brands use Twitter as an alternate customer service channel. According to advertisers on
Twitter, more than 80 percent of social customer service requests happen on Twitter. And
Salesforce calls Twitter the “New 1-800 Number for Customer Service.”If you’re new to the
platform, check out our Twitter Tips for Beginners. After you’ve mastered the basics, explore
the 20 Hidden Ways to Use Advanced Search for Marketing and Sales.
4.LinkedIn
At roughly 424 million monthly active users, LinkedIn has evolved from a simple job search
engine and resume site into a professional networking platform where industry experts share
content, network, and build their personal brand. It has also become a place for businesses to
establish thought leadership in their industries and attract top talent.
To help you grow your LinkedIn Business Page, we have written a simple five-step strategy.
LinkedIn also offers advertising opportunities, including the ability to send personalized ads
to users’ inboxes.
5. Instagram
As a visual social networking platform, Instagram is the place for showcasing your products
or services with photos or videos. On the app, you can share a wide range of content, such as
photos, videos, Stories, Reels, and live videos.
As a brand, you can create an Instagram business profile, which provides rich analytics of
your profile and posts and the ability to schedule Instagram posts using third-party tools. It’s
also a great place to get user-generated content from your audience because users frequently
share content and tag brands.
To help you use Instagram like a pro, check out our complete guide to Instagram marketing.
2)Social Media analytics tools
1. HubSpot Social Media Software
HubSpot provides a deep look into the way social media impacts your bottom line and gives
you the ability to report on social media ROI. View and compare performance across
different platforms, campaigns, and publishing times — all from a single tool.Monitor your
brand on social to understand how your target audience perceives your business and content.
Additionally, YouTube Reports provide insight into how your audience and buyer personas

engage with your videos. Lastly, effectively reach certain audiences by using data and
context from the Contacts in your CRM (which this social tool integrates seamlessly with).
Feature highlights: Social campaign publisher, social mentions monitoring, social reports
2. Sprout Social
Sprout Social is a social media planning service with expansive analytics and reports that
help you understand the performance of all of your social accounts.Configure and customize
reports and metrics to help you scale your business's presence on social. And if you're a
HubSpot customer, integrate your CRM with Sprout Social to collect and view accurate
reports all in one place.
Feature highlights: Competitor comparison tool, integrated publishing and engagement
tools, social listening
3. Brandwatch
Brandwatch is a consumer intelligence tool and social media management solution with
analytics capabilities.Social insights like social listening and competitor benchmarking can
inform your content creation. You can gain a better understanding of the audiences engaging

with your social content with audience profile cards. View key data in one place with
customizable dashboards.
Feature highlights: Audience profile cards, customizable dashboards
4. Mailchimp
Mailchimp is a full-service marketing platform that offers analytics for social media ads. It's
easy to use for small marketing teams and requires little time to pour over the accompanying
analytics.With Mailchimp, you'll have an audience dashboard, which is a page dedicated to
understanding audience behavior. Additionally, the software offers tools to look into smart
targeting and mobile integrations. These tools can diversify a social strategy and deliver
higher engagement numbers by helping you create content that specific audiences will
respond to.
Feature highlights: Content optimizer with AI-assisted suggestions, content studio for
managing digital assets
5. Keyhole

Keyhole is an all-in-one social media analytics tool that’s trusted by 100,000+ brands like
Amazon, Google, Spotify, and more. The tool supports the top social media platforms for
social listening, profile tracking, trend analysis, and influencer marketing.You can set your
custom dashboard and see your profile metrics like engagement rate, follower growth, reach,
impressions, and more in one place. The best part is you can even track competitors and
check what’s working for them or not.Moreover, in one shot, you can discover the best time
to post and schedule unlimited posts to your favorite platforms.
Feature highlights: Custom dashboard, automated report generation
3)Social Media Analytics techniques and engagement metrics
1. Average Engagement Rate (AER)
The average engagement rate on any social media platform is the interaction level between
your posts and your audience.
This is one of the primary methods for determining how well your social media marketing
efforts are working for you, but it’s not as simple as counting the number of interactions on
your posts.To calculate your average engagement rate, you’ll add your total interactions on
either a specified number of posts or all your posts over a given period, divide by your
number of followers, and then multiply by 100.
If you want to calculate your engagement rate on a specific post, add up all your interactions
(reactions, comments, etc.), divide by the total number of impressions on your post, and then
multiply by 100.
2. Applause Rate
What’s an applause rate?

If you’ve never heard of this metric before, you aren’t alone. Your applause rate is the
number of likes, favorites, or other approval actions on each of your posts.
Think about why you click “like” on someone’s Facebook post.
Regardless of whether it made you laugh, you think it imparts a good idea, or some other
reason, you decide to let the poster know that it has value to you.
In this same way, you can determine how much value your posts have to your audience. The
more approval actions you get on your posts, the more value you’re providing to your
audience.
To calculate your applause rate, add up the number of approval actions on all your posts for a
specific date or over a given period divided by your total number of followers, and multiply
by 100.
3.Cost-Per-Click (CPC)
Cost-per-click, or CPC, deals with the advertising for which you’re paying. For instance, if
you’re running paid advertisements on Facebook, your cost-per-click is how much you pay
Facebook for each click on your ad.Most businesses devote a large part of their operating
budget to advertising and marketing. Since you’re likely to advertise across several platforms,
you might find yourself tempted to look at your total spending.In that case, you have a more
difficult time determining whether your advertising efforts on each platform are worth the
money you’re spending on each platform. Your CPC is a far better metric for that than your
total amount spent.

4. Brand Awareness
How much attention does your brand get? Are you a household name? Or only a small niche
of people know who you are?Brand awareness is just the number of people who are aware
about your brand and is correlated to word-of-mouth marketing.Tracking brand awareness is
something else entirely, though.Your true level of brand awareness is how many people are
and become aware of your brand over a given reporting period, like a quarter.To determine
this, look at your mentions, impressions, shares, and clicked links across your social media
platforms. Add them together and see how much attention you’re getting over the time
you’ve chosen.
5.Follower Count and Growth
Knowing how many people are following you is good because you can’t grow your audience
if you don’t know where you’re starting from at the beginning of a given reporting
period.The more important metric here is your follower, or audience, growth rate.How
quickly are you gaining new followers each month, quarter, or year, and how does it compare
to the previous reporting period?Also, how does it compare to your competition? Your
follower count growth depends on the impact you have. The greater your impact, the more
quickly you’ll gain new followers. You calculate it like this:
 Determine your net new followers (total new followers minus followers lost)
 Divide that by your total audience and multiply by 100
What you don’t want to see is a negative growth rate, because that means you’re losing
followers faster than you’re gaining them.
4)Applications of Social Media Analytics
Social media analytics plays a crucial role in helping businesses gain valuable insights, make
informed decisions, and enhance their overall performance. Here are some key applications
of social media analytics for businesses:
1. Audience Understanding:
- Demographic Analysis:
Social media analytics tools can provide information about the age, gender, location, and
interests of a brand's audience. This data helps businesses tailor their marketing strategies to
better suit their target demographic.
- Behavioral Analysis:
By analyzing user interactions, businesses can understand how their audience engages with
content, what they like or dislike, and the times they are most active. This information can be
used to optimize posting schedules and content.

2. Competitor Analysis:
- Social media analytics tools allow businesses to monitor the social media activities of
their competitors. Understanding the strategies that work well for competitors can provide
valuable insights and help in refining one's own approach.
3. Campaign Performance Measurement:

- Businesses can track the effectiveness of their social media campaigns by analyzing
metrics such as reach, engagement, click-through rates, and conversion rates. This data helps
in evaluating the success of campaigns and making necessary adjustments for future
initiatives.
4. Brand Sentiment Analysis:

- Social media analytics can be used to gauge public sentiment towards a brand. By
monitoring mentions, comments, and sentiment, businesses can identify positive and negative
perceptions. This information is crucial for reputation management and allows companies to
respond promptly to customer feedback.
5. Influencer Marketing:
- Identifying and partnering with influencers is a popular marketing strategy. Social media
analytics tools help businesses find influencers who align with their brand and have an
audience that matches their target demographic.
6. Customer Service Improvement:

- Monitoring social media channels for customer feedback and complaints allows
businesses to address issues promptly. By analyzing customer interactions, companies can
identify common problems and enhance their products or services accordingly.
7. Product Development Insights:

Social media analytics can provide insights into customer preferences and opinions. By
analyzing discussions and feedback, businesses can gather ideas for new products or
improvements to existing ones.
8. ROI Measurement:
- Social media analytics tools help businesses track the return on investment (ROI) of their
social media efforts. This involves assessing the financial impact of social media campaigns
and determining whether the resources invested are yielding desired results.
9. Trend Identification:
- Social media analytics can be used to identify emerging trends and topics relevant to a
business. Staying informed about industry trends allows companies to adapt their strategies
and remain competitive.
10. Risk Management:

- Social media analytics can be employed to detect potential crises or negative trends early
on. By monitoring social media discussions, businesses can address issues proactively and
mitigate potential risks to their brand reputation.

Analyse how Individual / Organization is using Social Media?
CASE STUDY: H&M (clothing brand)
● Who is doing the posting?
The CEO, who is appointed by the board of directors, is responsible for day-to-day
management of H&M Group and appoints the members of the executive management team,
which is nine persons including the CEO. The executive management team is made up of five
women and four men, and comprises the CEO, CFO, the person with responsibility for the
H&M brand and marketing on social media, the person with responsibility for Portfolio
Brands, the person with responsibility for New Growth and Ventures and the heads of the
following group functions: Communications, Sustainability, People and Organisational
Development/Human Resources and The Laboratory. Those responsible for other group
functions are appointed by the CFO.
● Who are the target audience members?
H&M's customer demographic consists primarily of young and fashion-conscious consumers

who are looking for trendy and affordable clothing. The brand's target market is typically
individuals between the ages of 18 and 35 who are interested in fashion and style.
H&M's marketing efforts are focused on creating a strong brand identity, appealing to a
young and fashion-conscious demographic, and staying ahead of current trends in the fast-
paced fashion industry.
● Why is the audience engaged in social media with the organization?
H&M embraces technology to make fashion discovery effortless and engaging, thereby
creating a new channel for advertising and discovery for its target audience. Some of the
successful initiatives and ideas they have implemented include:
HMxME + Instagram: A campaign where users can share their unique fashion statements
on Instagram and discover how others are styling their favorite H&M looks. Additionally,
users can shop directly from the captivating photo feed. This is an excellent example of user-
generated content (UGC) and reaching your audience where they are, in this case, through
social media. Moreover, the option to shop directly simplifies the user’s shopping experience,
reducing stress.
Styling Ideas and Trends: H&M offers customers a tech-savvy way to explore the latest
fashion trends and styling ideas, making it easier to keep their wardrobes up-to-date. With the
implementation of image recognition technology, it is possible to recognize and find
personalized styling and matching recommendations based on images customers have taken
or found inspiring.
● What type of content or interaction is the audience interested in?
INFLUENCER MARKETING : In simple terms, influencer marketing can be defined as "the

promotion and sale of products or services through people (influencers) who have the ability

to influence a character or a brand. Take Amazon for example, how many times have you
searched for a product and immediately looked at customer reviews to make sure you are
getting the best choice for the product you want to buy? To take it a step further, how many
times have you gone to "Top Customer Reviews", which are ranked by the number of users
who found the review helpful (i.e. influential)? While influencer marketing has been around
for several years, it has gained momentum in recent months and has become an important
part of businesses' marketing strategies. In fact, interacting with influencers through social
media is still considered a top marketing trend for marketers.
Collaboration with Designers: H&M collaborated with renowned designers and celebrities
to create exclusive and limited-edition collections. These collaborations generated excitement
and buzz, attracting customers and differentiating H&M from competitors.
● What are the goals of the user experience? Which of the three interaction methods
above are they using?
Shopping Experience
H&M is dedicated to enhancing its customers’ shopping experience by offering a range of
tech-driven services that cater to their needs and preferences:
 Find in Store: Quickly locate the products you desire in your preferred size at a
nearby physical store with the user-friendly “Find in Store” feature on their
website.
 In-Store Mode: Seamlessly transition between online and in-store shopping with
the H&M app. Identify which items are available at your current location and
whether they can be purchased online.
 Rate & Review: Help fellow shoppers make informed decisions by sharing your
thoughts and experiences through the “Rate & Review” feature, fostering a
supportive community of consumers.

 Smart Mirrors: H&M has sought to elevate the shopping journey of its users with
smart mirrors that recognize products in fitting rooms, offering personalized
product recommendations, alternative sizes, and even virtual try-ons.
These customer-focused initiatives reflect H&M’s commitment to providing an outstanding
customer experience and contributing to its success in the competitive fashion retail industry.
The Crucial Role of CX Strategies at H&M

Customer experience strategies are essential for companies like H&M to attract and retain
customers, build brand loyalty, and adapt to changing consumer preferences. By prioritizing
CX, H&M has managed to excel in the highly competitive fashion retail industry.
In an increasingly connected world with high accessibility, the reputation and
recommendations of other consumers have gained significant importance. Companies are
well aware of this, and that’s why having a program focused on customer experience has
become a standard for any business.
Let’s delve into some of the most successful actions that H&M has implemented to captivate
its customers and the impact such actions tend to have on its growth.
Some of the standout actions are:
Interaction goals or methods
1. User First
Interaction design is goal-driven design; users interact with an interface to accomplish a goal
or better yet, a set of goals, whether it’s buying something, getting somewhere, contacting
someone, and so forth. The ultimate goal of interaction design is to design for those goals.
Although interaction designers aren’t usually required to do user research, they need to be
able to design based on insights gained from user research. Great interaction design is
knowing what those user goals are, understanding the emotional and psychological drivers
behind those goals, being aware of external circumstances surrounding those goals, and
predicting the potential impediments to achieving those goals.
2. Transparency
Good interaction design is orchestrating magic without the fancy stage lights. Your goal as an
interaction designer is to not exist in the minds of the users and to be as out of their way as
possible while masterfully assisting them in achieving their goals through your designs.
As a principal researcher at Microsoft Research Bill Buxton puts it,
“In some sense, a successful interaction design would be transparent, almost invisible, to the
point that the user would be almost unconscious of the experience until after it’s over. It is
just like magic.”
● How is the user using social media?
Facebook:
Facebook, like many other brands is also the primary platform for social media marketing for
H&M. There are more than 32 million followers of the brand on Facebook. It posts regular
updates about the new products and designs as well as any events or marketing campaigns it
organizes. Some brands are really great at marketing themselves from Facebook. The case of
H&M is also one among such. It uses Facebook for regional marketing and branding too. At
the top of the page, local events and promotions are showcased in every market. It uses videos
and pictures that give an inside the store glimpse as well as showcase the newest styles
available. However, more than that the Facebook account serves as a platform to engage the
customers and visitors. Its local brand ambassadors and other styles as well as beautiful models

in H&M clothes are showcased with beauty through its Facebook page. Satisfied and
disappointed customers both talk to the brand through its Facebook page and express their joy
or dissatisfaction as they like. In this way, Facebook provides for efficient communication
between the brand and its customers effectively.
Twitter:
H&M has also used Twitter for effective marketing of its brands and products. There are
different Twitter accounts for different markets like H&M USA, H&M Canada, H&M Belgium
and H&M UK. Its main Twitter account has more than 8.6 million followers. The brand uses
Twitter to showcase its products and brands and to engage the customers. Some features in
Twitter are similar to that of Facebook. It can be used to showcase large size images and videos.
The Twitter feeds flow like news clips which provides for better user engagement.
YouTube:
YouTube is a great platform for engaging fans and followers. H&M has showcased more than
650 videos in its YouTube account. The focus is not just marketing of products or brands but
to create long term relationships with the customers through deeper engagement. H&M does
not just promote its products, but there are also how to videos included. Its You Tube account
has more than 261K subscribers. Its newest Fall Collection video has had more than 91,ooo
views in 2 weeks.
Instagram :
Instagram is another important stop for the brand where it has showcased its brand and its
products beautifully. For most of the fashion brands, Instagram acts as an effective platform
for customer and fan engagement. People can like your post and follow your brand as well as
comment on your posts. It is great for marketing of those brands that mainly use images for
marketing. H&M has made 3761 posts on Instagram and has 22.9 million followers, following
its brand. This is a very high number and reflects the kind of success H&M has achieved by
marketing on Instagram.
● Do the user’s actions support the goals?

Users support H&M goals by participating in the various campaigns
Top Marketing Campaigns (Offline)

Here is a list of the top offline marketing campaigns of H&M that have made the brand what
it is today, one of the top clothing retailers in the world.
H&M Conscious
This is a very smart and efficient marketing campaign that along with profiting its brand, also
creates awareness among people about shopping consciousness. H&M proposed an idea of
reducing the carbon footprint, reducing, reusing, and recycling cloth materials. The
Conscious collection is made from at least 50% sustainably sourced and organic materials.

In order to encourage customers to buy into the campaign, the stores reward them with
conscious points when they purchase from the collection. Moreover, H&M has come up with
a solution in the form of a machine called, ‘Looop’ that shreds old and worn clothing
materials into new garments in over five hours. It is an H&M advertising tactic to advertise
the quality of their products and make sure that people trust the manufacturing process.
Bring It!
H&M launched this campaign with the release of a short film, called “Bring It!”, where the
brand tries to encourage people to submit old and worn clothes to H&M stores. To make the
campaign seem more credible, the film depicts the journey of the clothes that are collected in
the stores and how their lifespan can be increased for as long as possible.
People are free to bring any type of clothes and textiles of any fabric from any brand. And for
every bag of clothes, the customers get a certain amount of voucher and discount for their
next purchase. This strategy came out as a success as the company was able to collect over
40,000 tonnes of clothing material since its launch. Also, the target has been set to collect
25,000 tonnes per year by 2020.
Brighter Than Ever

This campaign was launched to celebrate the festive season. A collection called by the same
name “Brighter than Ever” was introduced featuring vibrant and shiny western wear and
home decor. This stylized campaign included a festive colour palette, focusing on hot electric
and warm shades, sequinned designs, fringes, and shimmers.
Since this campaign was specially planned for the Indian audience, a lot of Indian celebrities
like Manushi Chillar, Shantanu Maheshwari, Isha Talwar, Jim Sarbh, and more were
featured. These high-profile personalities are very prominent and popular among the target
audience, particularly, the GenZs. One key element of this H&M marketing campaign was
that all the Home Decor items and most of the garments were 100% made in India to appeal
to the customers.

The whole vibe and display of this marketing campaign were designed in a way that shouts
festivity in the Indian style. The H&M advertising and branding were made visually
appealing and attractive to get the audience into the festive feel, and needless to say, the
strategy worked out well.
Exercises/Case Study
Honda , Mahindra , Tesla , Harley Davidson , BMW
1 . HONDA
Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) is the wholly-owned subsidiary of
Honda Motor Company, Japan – the World’s No.1 two-wheeler company. Commencing its
Indian 2Wheeler operations in May 2001, Honda in the last two decades has grown to
become India’s 2nd largest two-wheeler company with over 55 million happy customers.
Social media accounts:
Honda is increasing its presence on Snapchat, Instagram, YouTube, Twitter and Facebook
with a variety of different ad campaigns native to each platform such as filters on Snapchat
and video ads on Instagram.
Counts of followers on each social media accounts:
Honda Social Media Stats
 Facebook followers: 5 million.

 Twitter followers: 986.1K
 Instagram followers: 3.7 million.
 YouTube followers: 405,000
How often does the company interact on their social network site?
Honda regularly makes posts about the events it sponsors and its products. Apart from that, it
also uploads videos of the various shows where its products are showcased. This keeps the
users engaged who respond to these posts to show their appreciation.
What kind of interaction is the company doing? Broadcast, request for input, direct
interaction, or a combination? Provide an example of each.
HONDA interact with the customers by promotional campaigns

Various campaigns initiated by Honda are as follows:

 Honda creates various innovative campaigns to attract its customers and engage with them,
here is one of the successful and oldest campaigns done by them which hit the sales of
honda by 90,000 in 1963 alone.
Source – drive tribe
The campaign name is “You meet the nicest people on Honda”, this campaign showcased that the
motorcycles were made for the common man.
 “Precious as a gold” campaign by Honda is one of the recent ad campaigns. Here is the
image of the ad:
Source – honda 2wheeler youtube
“Precious, as the gold” campaign was celebrated as the Honda Activa, completed 20 years, and
thus this campaign was portrayed to celebrate the joys occasion during the 20th-anniversary
edition.
In 2023, Honda unveiled its new brand campaign ‘A Honda Goes Beyond’, this campaign
celebrated the relationship between customers and the brand, along with showing the brand’s
promise towards enhancing the customer experience with the help of innovation.

It has direct contact with dealers which doesn’t involve any middlemen. The dealers directly sell to
the customers and therefore there is a good communication link between the customers and the
dealers. Also, the production distribution of the company is done by authorized dealers.
Assess the company’s social media strategy. What are they doing well and why? What could
they do better, why would that be better, and how should they do it?
Honda Social Media Marketing

Social media marketing helps companies to advertise their product to reach a huge market as
social media is one of the major platforms in today’s time.
Here are some of the marketing tactics of Honda during the festive season and current market
trends & how they tried to portray their brand:
Festive Marketing
Source – Honda Instagram
These were some of the posts from Honda Instagram about how they created such innovative
posts and portrayed their brand image.
HONDA is doing well because it keeps it’s promotions ads related to the current affairs
Current Affairs – Marketing during COVID-19 Lockdown
Honda is making a comprehensive effort to be a good corporate citizen that looks after customers,
communities, and employees as the COVID-19 pandemic limits everyday activities like going to

work and running errands. As people look to brands as a source of trustworthy information and
even inspiration amid widespread uncertainties about public health and the pandemic’s economic
consequences, Honda is demonstrating a can-do spirit that may resonate with the consumers.
Here are some of the current trend posts on Instagram which show how to tackle the on-going
situation during a pandemic by staying home. It has tried to create awareness about taking
necessary precautions.
2 . Mahindra
Mahindra & Mahindra Limited (M&M) is an Indian multinational automotive manufacturing

corporation headquartered in Mumbai. It was established in 1945 as Mahindra & Mohammed
and later renamed Mahindra & Mahindra. Part of the Mahindra Group, M&M is one of the
largest vehicle manufacturers by production in India. Its unit, Mahindra Tractors, is the
largest manufacturer of tractors in the world by volume. It was ranked 17th on a list of top
companies in India by Fortune India 500 in 2018. Its major competitors in the Indian market
include Maruti Suzuki India and Tata Motors.

Mahindra has social media accounts on Instagram , Meta , Twitter , YouTube , LinkedIn
Twitter: 1.3M followers

Facebook: 926k followers
Instagram: 323.7k followers
LinkedIn: 366434 followers
Social media engagement
Mahindra and Mahindra are presently very actively maintaining their presence on social
media platforms such as LinkedIn, Instagram, Twitter, and Facebook this helps the audience
to get notified and also to get updated about their new innovations and products.Mahindra
and Mahindra mainly focus on content marketing to reach the value and necessary
information to their targeted audience Mahindra collaborates with many social media
influencers and brand ambassadors who can provide information and updates to their targeted
audience. Mahindra has developed different mobile applications and digital tools to enhance
their targeted customer experience and to provide convenience to the audience for example:
showcasing offer mobile apps for vehicle booking service scheduling etc.
Marketing Campaigns of Mahindra and Mahindra is the way by which it interacts An
engaging and relatable marketing campaign strategy provides an organization with an edge
over its competitors.
In 2015, Mahindra & Mahindra was recognized as the Best Company for CSR in India in a
study by the Economic Times.
 Mahindra & Mahindra held a pre-launch event on 15 December 2015 where the
company released images of the car for the first time, before its launch. This helped
them in getting great feedback and reactions about the car. M&M got 1.5 million
views on its microsite, 3,00,000 views, and 50,000 hot inquiries in two days.
 The company released a video of the vehicle plying on the road, featuring young,
dashing brand ambassador actor Varun Dhawan before the official launch on TV,
YouTube, and Facebook.
 Mahindra & Mahindra also targeted various e-commerce platforms to sell their new
launch and has already started taking bookings on Flipkart, car and bike portals, and
its e-retail platform M2ALL.
 Dubmash & Win KUV100 Contest – Mahindra & Mahindra announced the dub smash
contest on 23rd December before the launch of the car. In this contest, participants
had to make a dub smash video, based on his/ her experience on the first time seeing
KUV 100 and upload the same on Mahindra & Mahindra Ltd. till the 14th The prize
for the same was Mahindra KUV100, Mahindra Adventure Expedition on 2016 for a

couple, Mahindra Gusto and 100 other merchandises.\Digital Marketing Strategies of
Mahindra and MahindraThe most successful campaign of Mahindra is the
#choosetogetherchooseright campaign. The economic class categorized people hyped
about the cars which were under 10 lakh. The main motive of the campaign was the
general public who wanted to live their life luxuriously but they couldn’t afford it.
Hence Mahindra makes their life even better by launching cars under 10 lakh with the
best services to the customers.
Assess the company’s social media strategy. What are they doing well and why? What
could they do better, why would that be better, and how should they do it?
Influencer Marketing
Mahindra and Mahindra is renowned on national TV due to the collaboration with celebrities like
Mahesh Babu, Manoj Bajpayee, Ajay Devgn, Varun Dhawan, and Prabhas. In this era, people go
crazy after watching their favourite stars promote the brand along with some complementary
music. We can gather the public’s attention to the brand when we enter with a celebrity because
the public trusts the brand’s product only when a trusted celebrity endorses it. So, influencer
marketing is the best marketing strategy in this generation.
E-commerce Strategies
Mahindra & Mahindra’s vehicles of all types are available on their website. Even many other
websites have taken the agency of Mahindra & Mahindra. In every city, there are many branches
of Mahindra & Mahindra’s where they give you the offers for booking the vehicle from the
website itself to increase their views on their website.
Mahindra gets only 6% of sales through e-commerce portals, as this company is the first one to
sell its products online. Their focus is to bring the outlet home to the buyers through both the
experiences i.e. physical and virtual. Mahindra & Mahindra expects 15% retail sales to be
triggered through online portals.
Mobile Apps
“Mahindra With You Hamesha” is the app where you can look after newly launched vehicles and
ongoing offers. You can also apply for an extended warranty from the comfort of your home.

They also have a “Mahindra Finance” app where you can book your vehicles on the loan system.
For middle-class people, this system is of too much use if they wish to pay the instalments later on
time. Here you can easily apply for Mahindra Vehicle Loans, Insurance & Mutual Funds. You can
make payments in just a few seconds by using your wallet money, Paytm, debit cards, credit cards,
etc. You just have to do a one-time registration via PIN or Fingerprint.
Content Marketing Strategies

Mahindra & Mahindra do write blogs and listicles on their website to attract customers. It will be
more beneficial for the people if this company starts making EVs. Different affairs and challenges
like the Dubsmash & win KUV100 contest are influenced on social media to create buzz and are
customer-oriented. It has all over 17 million fans across different brands and over 40 million views
on YouTube.Mahindra & Mahindra also posted a video on YouTube of a car with a charming
dashboard, engaging on the road, taking Varun Dhawan as a brand ambassador.
3. Tesla
Tesla is an American multinational automotive and clean energy company headquartered

in Austin, Texas, which designs, manufactures and sells electric vehicles, stationary
battery energy storage devices from home to grid-scale, solar panels and solar shingles, and
related products and services.
TESLA has social media accounts on Instagram , Twitter , YouTube , LinkedIn

YouTube: 2.59M subscribers
Instagram: 10M followers
LinkedIn: 10.9M followers
Tesla actively utilizes social media platforms such as Facebook, Twitter, and Instagram to
engage with its audience. These platforms serve as a space for sharing updates, showcasing
product features, and interacting with Tesla enthusiasts.
At the forefront of Tesla's social media success is CEO Elon Musk, who boasts more than
136 million followers on Twitter. His candid and occasionally controversial tweets have
helped to generate interest in Tesla's products and initiatives. This direct approach to
consumer engagement allows the company to foster a more personal connection with its
audience and avoid relying on traditional advertising channels.

Tesla Marketing Channels for Brand Awareness
1) Online Presence: Tesla leverages its official website as the primary hub for marketing and
sales. Customers can explore Tesla's product lineup, configure their vehicles, and make
purchases online.
2) Social Media: Tesla actively utilizes social media platforms such as Facebook, Twitter,
and Instagram to engage with its audience. These platforms serve as a space for sharing
updates, showcasing product features, and interacting with Tesla enthusiasts.
3) YouTube Marketing: Tesla boasts a YouTube channel with a substantial subscriber base.
They regularly release videos highlighting the unique features and innovations of their
vehicles. These videos provide an immersive look into the Tesla experience.
4) Word-of-Mouth Referral Program: Tesla's referral program encourages existing
customers to refer new buyers, effectively utilizing word-of-mouth marketing. This program
fosters a sense of community and loyalty among Tesla owners.
5) Public Relations: Media releases and public relations activities contribute significantly to
Tesla's marketing efforts. They ensure that the public remains informed about the company's
developments, innovations, and milestones.
Assess the company’s social media strategy. What are they doing well and why?
Social Media as Tesla's Primary Marketing Strategy
Tesla's decision to use social media as its primary marketing tool has allowed the
company to connect with and educate people worldwide about its products and
mission. By providing direct and immediate access to company updates, news,
launches, and more, Tesla effectively eliminates the need for traditional media or
influencers to filter its message. It also relies on its strong fan base.
The company's commitment to social media as a primary marketing strategy has

not only reduced its dependence on traditional advertising but also established a
more direct line of communication with its audience. As a result, Tesla has
fostered trust and transparency, essential components for building strong
relationships with customers and stakeholders.
Tesla's social media domination is a testament to the power of a well-executed

online marketing strategy. By leveraging the influence of its CEO and creating
engaging content across multiple platforms, Tesla has successfully reached
millions of consumers without the need for traditional advertising. However,
without paying a dollar, the company was well placed during the most
watched TV event - the Superbowl.

As the company continues to innovate in the electric vehicle and renewable
energy sectors, its social media presence will undoubtedly play a vital role in
shaping its public image and driving brand loyalty.
Musk's Twitter Influence Fuels Growth
At the forefront of Tesla's social media success is CEO Elon Musk, who boasts
more than 136 million followers on Twitter. His candid and occasionally
controversial tweets have helped to generate interest in Tesla's products and
initiatives. This direct approach to consumer engagement allows the company to
foster a more personal connection with its audience and avoid relying on
traditional advertising channels.
4. Harley Davidson
Harley-Davidson, Inc. (H-D, or simply Harley) is an American motorcycle manufacturer

headquartered in Milwaukee, Wisconsin, United States. Founded in 1903, it is one of two
major American motorcycle manufacturers to survive the Great Depression along with its
historical rival, Indian Motorcycles.
Harley Davidson has social media accounts on Instagram , Twitter , YouTube , LinkedIn ,
Facebook
Twitter: 462290 followers

YouTube: 335.1k subscribers
Facebook: 12M followers
Harley-Davidson uses social media marketing to connect with its customers and create a
community of riders. The company has an active presence on Facebook, Twitter, and
Instagram, where it shares photos and videos of its bikes, riders, and events. In addition to
promoting its products and services, Harley-Davidson uses social media to build relationships
with its customers and create a sense of community. By engaging with its customers on social

media, Harley-Davidson is able to create a community of riders who are passionate about the
brand. This community helps to promote the brand and its products, and provides valuable
feedback that can be used to improve the products and services offered by Harley-Davidson.
Content Marketing
Content marketing is a strategic marketing approach that involves creating and distributing
valuable, relevant, and consistent content to attract and retain a clearly defined audience —
and ultimately drive profitable customer action. Harley-Davidson employs content marketing
as a way to connect with their target audience, build brand awareness, and promote their
products and services. They create a variety of content, including blog posts, videos, social
media posts, and email newsletters, that resonate with their audience and showcase their
brand personality. For instance, Harley-Davidson’s blog features articles about motorcycle
culture, riding tips, and maintenance advice, which appeal to their audience’s interests and
passion for motorcycles.By providing useful and engaging content, Harley-Davidson
establishes themselves as a thought leader in the motorcycle industry and fosters trust among
their audience. This trust, in turn, increases the likelihood that customers will consider
purchasing a Harley-Davidson motorcycle when they’re ready to buy. Additionally, Harley-
Davidson’s content marketing efforts help to support their other marketing channels, such as
their website and social media platforms.
Event Marketing
Harley-Davidson employs event marketing as a way to create memorable experiences for

their audience and showcase their products in a unique and engaging way. One of the most
notable examples of Harley-Davidson’s event marketing strategy is their annual “Harley-
Davidson Bike Week” event, which takes place in Daytona Beach, Florida. During this
week-long celebration, Harley-Davidson hosts various activities, including motorcycle races,
concerts, and ride-ins, which attract thousands of motorcycle enthusiasts from all over the
country.
At these events, Harley-Davidson showcases their latest models, offers test rides, and
provides attendees with opportunities to interact with the brand and its representatives.
Additionally, Harley-Davidson leverages influencer partnerships by inviting well-known
motorcycle personalities and social media influencers to attend and participate in the events,
generating buzz and increasing brand exposure. These events also provide valuable
opportunities for data collection, allowing Harley-Davidson to gather information about
attendees’ preferences, behaviors, and demographics, which can be used to inform future
marketing initiatives.
Harley Davidson's digital marketing strategy revolves around the following key elements:
 Brand Storytelling: Harley Davidson uses social media to tell its brand story and
promote the lifestyle associated with its motorcycles. This is often done through high-
quality videos and images, as well as user-generated content.

 User-Generated Content: Harley Davidson encourages its followers to share their
own experiences with their motorcycles, creating a sense of community and
authenticity.
 Engagement: Harley Davidson actively engages with its followers on all platforms,
responding to comments and sharing user-generated content.
 Promotions and Launches: Harley Davidson uses social media to promote new
products and share news updates.
In conclusion, Harley Davidson effectively uses social media platforms to engage with its
audience, promote its products, and strengthen its brand image.
5. BMW
Bayerische Motoren Werke AG, commonly abbreviated to BMW is a German multinational

manufacturer of luxury vehicles and motorcycles headquartered in Munich, Bavaria,
Germany. The company was founded in 1916 as a manufacturer of aircraft engines, which it
produced from 1917 to 1918 and again from 1933 to 1945.
BMW has social media accounts on Instagram , Twitter , YouTube , LinkedIn , Facebook

YouTube: 70.9k subscribers
Facebook: 20M followers
How often does the company interact on their social network site
BMW uses social platform such as LinkedIn, Instagram, Facebook, YouTube or even TikTok
to showcase its latest products, engage with customers, and promote its brand values. One of
the key elements of BMW’s social media strategy is visual storytelling. The company
highlights its design and engineering prowess by using high-quality images and videos to
show off its products in use.
The "BMW Films" series, which was launched in the early 2000s, is considered one of BMW's
most successful and iconic marketing campaigns. The campaign was truly groundbreaking! It
featured a selection of short films, and what made each one even more exciting was that Ridley

Scott and Guy Ritchie, two well-known Hollywood directors, directed it. The movies featured
top-notch actors such as Clive Owen and told exciting stories with BMW cars in a cinematic
way. The campaign not only showed BMW's dedication to performance and innovation but
also connected with the emotional side of driving. It was a groundbreaking example of branded
content that was way ahead of its time. It received widespread acclaim and attention. "The
Hire" series was not just entertaining for viewers, but it also made a lasting impact in the
advertising industry. It set new standards for automotive marketing and showed the incredible
power of storytelling to promote brands.
Emotional Branding
BMW place a strong emphasis on emotional branding. The brand has done a great job of
connecting its vehicles with feelings like excitement, joy, and freedom. BMW's marketing
campaigns are designed to strengthen the emotional bond between customers and the brand by
highlighting the unique driving experience. Take BMW's "Sheer Driving Pleasure" slogan, for
example. It goes beyond just talking about performance numbers and instead focuses on the
emotional experience of owning a BMW. The brand's ads frequently show drivers enjoying the
excitement of driving on open roads or the pure delight of manoeuvring a BMW through tough
terrain.
Multi-Channel Marketing Approach
BMW employs a multi-channel marketing approach to reach its diverse audience effectively.
Here are some key components of its multi-channel strategy:
1. Television and Radio Advertisements: BMW invests in long-range and mid-range

television and radio advertising to increase brand exposure. Special promotions and events,
such as the BMW Road Home Sales Event, create memorable impressions.
2. On-Premise Marketing Material: BMW ensures that its dealerships are adorned with on-
premise marketing materials, including banners, fact sheets, and brochures. These materials
reflect BMW's sleek and modern design language.
3. Direct Mail and Email: Direct mail and email marketing are integral to BMW's strategy.
The brand equips local dealerships with convenient and easy-to-use email marketing
templates to announce new models and promotions.
4. Co-Op Programs: BMW offers cooperative advertising programs to its local dealerships,
allowing them to extend their advertising presence across print and digital channels.
Digital Innovation and Online Presence

In today's digital age, BMW understands the importance of maintaining a strong online
presence. The brand's digital marketing efforts encompass several crucial elements:
1. Official Website: BMW's website serves as a central hub for vehicle information, offering
features like vehicle configurators for online customization.

2. Social Media Engagement: BMW actively maintains profiles on major social media
platforms, leveraging them for sharing engaging content, showcasing vehicles, and
interacting with a global audience.
3. Content Marketing: BMW produces a wide range of digital content, including videos,
articles, and blog posts, focusing on automotive technology, design, innovation, and driving
experiences.
4. Email Marketing: Personalized email campaigns keep customers engaged and informed
about new models, promotions, and events.
5. Virtual Showrooms and Augmented Reality: BMW explores virtual showrooms and
augmented reality experiences, allowing potential buyers to visualize BMW models remotely.
BMW's digital innovation ensures that it reaches a global audience, provides valuable
information and services, and adapts to changing consumer preferences in the digital era.
CONCLUSION:
Through this experiment we have studied various brands like H&M , Tesla etc . and their
marketing strategy and we came to the conclusion that all the brands focuses on their social
media marketing

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Experiment No – 1

1) Social Media platforms

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2)Social Media analytics tools

1. HubSpot Social Media Software

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3)Social Media Analytics techniques and engagement metrics

1. Average Engagement Rate (AER)

What’s an applause rate?

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5.Follower Count and Growth

4)Applications of Social Media Analytics

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3. Campaign Performance Measurement:

4. Brand Sentiment Analysis:

6. Customer Service Improvement:

7. Product Development Insights:

10. Risk Management:

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CASE STUDY: H&M (clothing brand)

● Who is doing the posting?

● Who are the target audience members?

H&M's customer demographic consists primarily of young and fashion-conscious consumers

● Why is the audience engaged in social media with the organization?

● What type of content or interaction is the audience interested in?

INFLUENCER MARKETING : In simple terms, influencer marketing can be defined as "the

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above are they using?

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The Crucial Role of CX Strategies at H&M

● How is the user using social media?

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● Do the user’s actions support the goals?

Top Marketing Campaigns (Offline)

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Brighter Than Ever

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Social media accounts:

Counts of followers on each social media accounts:

Honda Social Media Stats

 Facebook followers: 5 million.

HONDA interact with the customers by promotional campaigns

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Source – drive tribe

Source – honda 2wheeler youtube

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Honda Social Media Marketing

Source – Honda Instagram

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Mahindra & Mahindra Limited (M&M) is an Indian multinational automotive manufacturing

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Counts of followers on each social media accounts:

Twitter: 1.3M followers

Social media engagement

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