TEAM -5

TOPIC- Social gaming,customized youtube channel,live

webcast and online communities and new buzz word for
online promotion of brands and their influence on
consumer buying decision .Justify this statement with the
help of 5 brands practice of any these digital marketing
tools

SUBMITTED TO- SUBMITTED BY-

MRS.RADHIKA MALHOTRA
GM19238 VIVEK SAHAY
GM19210 SRISHTI SUDHI
GM19035 APOORVA TRIPATHI
GM19120 PRACHI MITTAL
GM19084 MADHVI SHUKLA
GM19105 NEHA DUBEY
GM19160 SAKSHI CHADHUARY
GM19044 ASIM
 INTRODUCTION

SOCIAL GAMING -
A social-network game (sometimes simply referred to as a social
game) is a type of online game that is played through social
networks. They typically feature multiplayer gameplay mechanics.
Social-network games were originally implemented as browser
games. As mobile gaming took off, the games moved to mobile as
well. While they share many aspects of traditional video games,
social-network games often employ additional ones that make them
distinct. Traditionally they are oriented to be casual games.
A social-network game (sometimes simply referred to as a social
game) is a type of online game that is played through social
networks. They typically feature multiplayer  gameplay mechanics.
Social-network games were originally implemented as browser
games. As mobile gaming took off, the games moved to mobile as
well. While they share many aspects of traditional video games,
social-network games often employ additional ones that make them
distinct. Traditionally they are oriented to be casual games.
Brand Example :-

21 CENTURY

To try to make its 40-year-old brand appeal to the age

group that buys the most homes — people who are 25 to
34 — residential real estate organization Century
21 launched its first social gaming campaign in early
April.

Century 21 partnered with mobile gaming

company ngmoco to create branded virtual goods that
players could use in ngmoco's We City [iTunes link], a
game in which players build cities. The Century 21-
branded virtual goods comprised of skyscrapers, homes
and other buildings that players added to progress through
the game, which was compatible with
the iPad, iPhone and iPod touch.

The social gaming campaign ended April 26, and it has

paid off. Century 21 Chief Marketing Officer Bev Thorne
says 92% of We City players have incorporated Century
21-branded structures into their virtual cities. "That's
quite the engagement rate," she adds. "We'll also be
basing our success on brand survey results, video views
and app downloads."

Appssavvy, a company that focuses on connecting brands

to people through digital social activities, developed the
strategy and design for Century 21's first attempt at
leveraging social gaming for marketing. Appssavvy is no
stranger to the online social realm, as it already has
planned similar campaigns for big brands such as Coca-
Cola, McDonald's, Microsoft, Nestle and Frito-Lay.

ONLINE COMMUNITIES
An online community, also called an internet community or web
community, is a virtual community whose members interact with
each other primarily via the Internet. For many, online communities
may feel like home, consisting of a "family of invisible friends".
[1]
 Those who wish to be a part of an online community usually have
to become a member via a specific site and thereby gain access to
specific content or links.[2] An online community can act as
an information system where members can post, comment on
discussions, give advice or collaborate. Commonly, people
communicate through social networking sites, chat rooms, forums,
e-mail lists and discussion boards. People may also join online
communities through video games, blogs and virtual worlds. The
rise in popularity of Web 2.0 websites has allowed for easier real-
time communication and connection to others, and facilitated the
introduction of new ways for information to be exchanged.
Brand Example:-
Sephora Beauty Talk and Beauty Board
Sephora does an amazing job of helping customers feel
connected with their online community, Beauty Talk – a
massive, well-organized forum where users can ask
questions, share ideas, and have their beauty quagmires
solved by other enthusiasts. Their Beauty Board offers
another way to engage with the products and the
community. Users upload pictures of themselves wearing
Sephora products. The photos then link to the product
page of all the items used. Talk about selling without
selling! The customers become instant brand
ambassadors, inspiring others to use the products.
Meanwhile, Sephora never had to lift a finger, all they did
was create the platform for customers to share. And, the
brand’s marketing team can use the forum to find out
which products customers are interested in and what their
pain points are. They also can respond to customer
service issues, putting a lot of their customer relations
work into one channel.

YOUTUBE MARKETING

We’re in a high-speed online era. For brands who want to

reach their audience with memorable and quick stories is
easier than ever. Companies following YouTube video
trends don’t need astronomical budgets or massive
production teams to shot a video thanks to the affordable
video creation technology and cost-effective distribution
systems.

Ignoring the power of online videos is a big mistake and

even if you’re a new brand and don’t use video as a part of
the marketing strategy, you miss a great opportunity.
Because 33% of the internet activity is spent watching
video content  and YouTube is the world’s second largest
search engine.

BRAND EXAMPLE:-

ADIDAS
Adidas combines nostalgia with the transformative power
of sport in its marketing campaigns. On its YouTube
channel, there is a lot of football content. Brand’s FIFA
World Cup 2018 campaign “Creativity is the Answer” is
one of them. Top class players like Lionel Messi, Paul
Pogba and former player Zinedine Zidane and Nike
creators gather to create an answer in this ad and
creativity goes beyond the pitch. Adidas wants to draw
the interest of football fans, and turn their love of the
game into long-term loyalty for the brand.

COCA-COLA
The Christmas time is so close, and Coca-Cola highlights
its new year campaign on their YouTube channel. As the
world becoming more and more divided, Coca-Cola calls
people to make the world a better place and share the
happiness in the “Christmas 2018” ad campaign. The
campaign supported by #BeSanta hashtag on social media
platforms. Coca-Cola always uses its YouTube channel
creatively for promotional campaigns

CONSUMER BUYING DECISION

1: Change Social Conversations

A recent Gallup poll published in the State of the American
Consumer report indicates that despite the tremendous number of
Americans using social media platforms, only 5% say those
platforms have a great deal of influence on their purchasing
decisions. Worse still, 62% say social media has no influence at all!

What’s the problem? Businesses think they can use social media to
influence or change the way consumers think. The toughest lesson
for businesses is learning to use social media channels the way
consumers want to use them, not the way the business wants to use
them.

2: Engage Customers Offline and Online

Social media doesn’t function in a vacuum. If you want to influence
consumers, you must engage with them both online and offline.
Gallup polls consistently find that customer engagement depends
largely on how well an organization aligns all of its touch points.

For example, in the USA, Dr. Pepper encourages customers to create

their own t-shirts as a way to join in the fun of their promotional
campaigns. They’re turning customers into brand advocates through
online offerings that translate offline.

While it’s easier for some industries to leverage both offline and
online customer engagement, the key is to understand your brand’s
emotional connection with consumers and act upon it. If you don’t
know what the emotional connection is, the best thing to do is ask
your audience.

3. Be Available at All Times

Because social media is 24/7, consumers have come to expect
immediate responses from brands—even nights and weekends!

Research shows that 42% of consumers who complain on social

media expect a response within 60 minutes. Further, 57% expect the
same response time at night and on weekends—even if it’s not
during normal business hours.

Another option is to launch an online community to enable

customers to help each other. Within that community, you’ll
likely find some members who are more engaged and helpful than
others—they consistently go the extra mile to help other customers
solve their problems. Create an advocacy program to reward (and
retain) those people.

REFRENCES

https://digitalagencynetwork.com/companies-using-youtube-video-trends/
https://marketinginsidergroup.com/content-marketing/5-examples-brilliant-
brand-communities-shaping-online-world/
https://www.convinceandconvert.com/social-media-case-studies/why-
gamification-works-how-brands-are-marketing-with-fun/
https://www.epiphan.com/blog/how-brands-grow-video-marketing/

THANK YOU.!