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How Social Media Marketing does a PR’s task?

How Social Media Marketing does a PR’s task?

The main role of Public Relations is the reputation management  and image building of a person or business. PR provides an exposure to their audiences using various media tools.
Publishing news releases and articles in news paper or airing information on Television or radio are some of the most commonly used mediums. However, Social Sanskaari is changing the way brands and celebrities build their image. Social media can be leveraged strategically to effectively handle a PR’s task for any brand or celebrity.

CASE STUDY
Here’s a case study on how Social Sanskaari executed a 360 campaign for establishing and promoting  a motorsport personality on digital platform. Following are the details how leads were generated and the follower base was converted into a loyal community for on-ground activities.

TASK:
Celebrity management is generally considered as a PR job. Mainstream media, like TV, newspapers and radio is the first preference for celebrities to increase their reach. But, they are the expensive mediums to approach. Hence, we took the plunge of taking the digital route to build the celebrity brand- Bani Yadav.

CHALLENGE:
Motorsport is a male-dominated, not-so-popular-sport in India. Hence, creating & positioning a woman belonging to such sport was a challenge.

SOLUTION:
The motorsport queen of India was bringing all laurels to her name on the tracks. Hence, we created social media channels to direct her on-field followers on one official channel and further building & strengthen the community of the sport-lovers and Bani’s fans.

EXECUTION:

Digital Autograph- An autograph is the first thing that followers seek from a celebrity. Hence, we used a digital autograph as the logo to leverage the sentiment associated to an autograph with the image of Bani Yadav.

Image Building – Associated various women centric campaigns that talks about women empowerment, breaking stereotype and determination to showcase her Bani Yadav’s early struggle and determination to be the fastest women rallyist in India.

Following are the few successful campaigns executed on social media:

#SteeringChange stimulated the right pulse of the target audience.

#WomenOnWheels was an on-line contest to promote motorsports among women, with an offline integration activity to create buzz among the followers on the digital platforms. Huge number of followers participated in the contest, where their motorsport IQ was tested and winners got a chance to meet Bani Yadav in person.

#DriveWithBani is a successful example of an online-led offline campaign, where women were invited to participate (at a nominal fees) in a motorsport event at Off-Road Adventure Zone, Gurgaon. The success of the #DriveWithBani can be inferred from 3 successful editions that were organised monthly.

#MotorMissy club was formed after 3 successful editions of #DriveWithBani campaign created an audience base and a strong community, which helped Bani Yadav form India’s first all-women motorsport training club.

RESULTS:
Multiple editions of the campaign were organised, which itself narrates the success of the idea, execution & implementation of the entire campaign. The on-ground activities witnessed huge number of participants directed from online promotions. Moreover, all these campaigns garnered good media attention from India’s leading newspapers.

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Dos and Do Nots of Social Media Marketing

Dos and Do Nots of Social Media Marketing

Social media marketing is essential for any business these days. If you don’t have an online presence, you’re already at a disadvantage.

For a lot of businesses, nailing down the right social strategy may be difficult. There’s a lot of advice out there, and some may seem contradictory. The thing to remember is that social media marketing is all about finding the right balance.

To show you what we mean, we’ve compiled a list of dos and don’ts to help you develop your own social strategy.

Do: Inject Personality
You want to have a clear brand voice across your social platforms. Your audience wants to interact with a person, not a robot. So, make sure they know there is a human being behind the keyboard, and that this person is aligned with your brand’s values.

Don’t: Be Unprofessional
Make sure that you do not go overboard and drop your professionalism when showing off your personality. You’ll want to make sure you’re still speaking with authority and professionalism and save personal opinions for your private profile.

Do: Engage with Your Audience
Social media marketing should be just that – social. The people who follow you want to talk to you. Make sure that you take some time each day to scroll through your comments, direct messages, and mentions to see what your audience has to say and respond when appropriate.

Don’t: Respond to Messages You Can’t Leverage
That last bit is essential: respond when appropriate. Not every message you receive will warrant a response, so use discretion. Pay special attention to praise and good questions, as you can leverage these to your advantage.

Do: Post Often
You won’t hit every one of your followers with every post. This is just the basic nature of social media algorithms. So, you’ll want to post consistently. Take the time to figure out what works for your company and each platform.

Don’t: Spam Your Followers
People can get annoyed very quickly. Only post when you have something to say, not for the sake of posting. Everything you share on social should have a purpose, or else you’ll fall into the world of spam accounts. You certainly don’t want that.

Do: Post and Share Content
Content is your friend. It’s a way to drive traffic to your website and cement yourself as an authority in your field. Don’t be afraid to share complimentary, relevant content from other sites, too.

Don’t: Repost Just Anyone
There is a lot of false information on the internet these days. Vet your sources before sharing anything you didn’t write yourself. It also goes without saying, but do not unwittingly share content from your competitors. Check who you’re retweeting before you click that button.

Do: Post Across Channels
You can save a lot of headaches by cross-posting content. If you wrote a great article, promote it on more that one channel. You don’t always need to create content for specific platforms, though you can do that from time to time.

Don’t: Post to Every Channel Every Time
Your Instagram post may not be relevant to LinkedIn, and that’s fine. Make sure you know what audience you’re reaching with each platform and what content is appropriate for them.

Do: Use Images and Video
Visuals perform very well on social platforms. You want to engage your audience and catch their attention with multimedia posts. To do this, make sure at least some of your posts include images and video.

Don’t: Forget Your Text
All of this visual content needs a caption! Make sure to be thoughtful with your words and pay attention to spelling and grammar.

Do: Use Keywords and Hashtags
Your posts can attract people who aren’t even following you yet. One of the ways to make sure this happens is by using keywords and hashtags. Incorporate this relevant language into your posts, making each word count.

Don’t: Use Excessive Hashtags
If all of your posts #look #like #this, you are not going to attract the right kind of attention. Don’t use hashtags mid-text or use a million at a time. Use a couple important keywords at the end of your post, or tuck them away below a “Read More” line.

Do: Use CTAs
Calls to action are always important in marketing, so don’t be shy to ask something of your audience. Whether it’s a simple “shop the link in the description,” asking a question, or a “read more here,” there is a plethora of ways to use CTAs to engage your audience.

Don’t: Beg for Attention
Do not ask something of your audience every single time you post something. Asking “please share” or “please follow” is fine occasionally, but make sure you’re doing so very sparingly. If you’re going to use language like this, make sure you’re offering incentives to your audience, as well.

If you’d like more industry advice like this, please browse our Michael Page advice section. If you’re looking for expert social media marketers who have mastered these tips, reach out to one of our expert recruitment consultants today.

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Web Design Vs Web Development: the Biggest Differences

Web Design Vs Web Development: the Biggest Differences

In this world of technology, The terms web design and web development are not strange anymore. Although there may be some overlap between the two, design and development are two distinct areas that need separate skill sets. If you’re strictly speaking about the general concepts of web design vs web development. Let’s jump into this blog and you will have a clear understanding of each role.

What is website development?

Web development is turning the designs into a live website, it helps to make a website look great, work fast and perform well with a great user experience. Web development consists of the construction and maintenance of websites. Web developers use software tools and a variety of coding languages to develop the functionality and design of a website. The languages they use rely on the kinds of tasks they perform and the platforms on which they are working.

Web development skills are required globally and the field of web development is generally divided into front-end (the user-facing side) and back-end (the server-side). Based on their role, web developers can also be divided into three types:

Back-end Web development

The backend development is what is going on behind the scenes, which is where the data is stored, and without this data, there would be no front end. The backend of the web combines the server with a database and to contain the data, hosts the website, an application for running it. The backend development ensures that the server, the application, and the database run smoothly together. This type of development requires analyzing what a company’s demands are and providing efficient programming solutions.

Front-End Web Development

Front-end development consists of layout, design, and interactivity using HTML, CSS, and JavaScript. The things you see and what you use, such as the drop-down menus and the text, the visual aspect of the website, are all called front-end development. In summary, Responsiveness and performance are the two main objectives of the Front-End. The developer must ensure that the site is responsive i.e. it appears correctly on devices of all sizes no part of the website should behave abnormally irrespective of the size of the screen.

Full-stack development

Full-stack Development takes care of both the front-end and the back-end and requires that the web works on all levels, to determine how the client and server sides will relate.

Some of the main roles of a web developer are in the list below:

  • Front-end developers are able to use javascript libraries, styling preprocessors, and frameworks to fasten the process of development.
  • Constructing the actual interface through which a user interacts with the website, which is built by front-end developers using HTML, CSS, and JS languages.
  • Back-end developers are provided the markup design by front-end developers. Therefore, they can implement a dynamic website, and then submit all the required data on the server and databases.
  • Web developers can also use versioning functions to keep the history of the previous builds.
  • Both back-end and front-end developers may use the same development environments or IDEs in their works. These are application tools where you code in and construct the structure of the website.

What is website design?

Web designers are those who transform a story, an idea into a visually appealing design and use their layout to shape the user experience and feel throughout the whole website. Web design makes the website more attractive and eye-catching. Web Design covers a lot of skills, work, and shows a thorough process in the formation and operation of the website.Website design skills include interface design (Web Design), user interface design (UI Design), authentication (Authorized), coding, data design, SEO… Usually, these will be individuals (or departments) working independently or in groups to be able to complete a website. The Website not only depends on the web design and information content but many other factors such as the screen, the connection speed, and the browser used also. Therefore, sometimes the user interaction (UX and UI) must be considered. When creating an interface, people must also depend on HTML and CSS (“programming” language for computers to understand and display in the browser). In order to develop a product, it takes a long process to research and learn how to form the web structure and present information on the web. The components of the website can be changed a lot to attract users to visit or serve different purposes.

User Experience (UX) design

User experience (UX) design is the process that design teams use to build products that give meaningful and relevant experiences to users. UX design analyzes all aspects of the user’s experience, including how they are made to feel and how easily they can accomplish their goals. This includes all elements of the acquisition and integration of the product, including features of branding, design, usability, and function.

User Interface (UI) design

User Interface (UI) Design is the development of graphics, illustrations, and the usage of photographic artwork and typography to improve the appearance and arrangement of a digital product across its many device perspectives. Interface elements are composed of input controls (buttons, drop-down menus, data fields), navigational components (search fields, slider, icons, tags), and information components (text boxes, buttons, drop-down menus, data fields, etc). (progress bars, notifications, message boxes)

Visual design

The visual designer’s goal is to make the final product appealing. They are a blend of UI and UX designers. Their job is to improve the user journey by solving design challenges. They also assist in defining a brand’s own style or voice. In order to develop a product, it takes a long process to research and learn how to form the web structure and present information on the web. The components of the website can be changed a lot to attract users to visit or serve different purposes.

These are a variety of a web designer’s main roles:

  • Have a good feel for user experience, to identify the simplest approach possible to attain the desired feature. This includes the general format, images, layout, and buttons of the website.
  • Must be good at designing logos and graphics.
  • Using software tools such as Framer, Sketch, or Adobe Photoshop to build the final layout design of the web.
  • Web designers have to also remember the branding of the website, the color palettes to be used, and the readability and typography of the website.
  • Web designers must keep themselves up to date with the cutting edge design trends. It’s also important to keep design consistency that is made popular from other web giant companies, such as Facebook, and Google. This makes the website environment and interfaces easy to navigate and use since it is already familiar to the user’s eyes.

Types of web design services

Web design includes Static Web Design (web interface) and Dynamic Web Design (Web data and information processing).

Static web design

Static Web Design means websites that use HTML, CSS, audio, video, images,… to create a website interface. It is saved as a .html or .htm file, fixed, these are not editable. Static web design includes 2 parts, including design and building interfaces:

Design is the career of designers. They use Graphic Design software (Photoshop, Adobe Illustrator, Sketch, etc.) to build interfaces in the form of common images.

Interface building is the programmer’s job. They use HTML, Javascript, and CSS code to create an interface for the website. After building the interface in HTML, you will get a website as usual, but it is not functional. This interface is capable of recording events such as clicks, transitions, some effects… However, this web can not store and retrieve data (registration, purchase, search data). The static web gets stuck when you want to change the look and feel. If you do not know HTML then you will be visible because of the inability to create web interactions.

Dynamic web design

Dynamic websites are websites that do not have fixed content, can edit and add custom pages. The main languages ​​for dynamic website programming are Java, PHP, ASP, ASP.NET, Python,… PHP and ASP.NET are used the most frequently ​​today. Dynamic web design is the design of data processing at the back of a website (back end). This means that the dynamic web is a web with a full database, capable of processing and storing data automatically. The Dynamic web allows easy content updates, utilities, management and analysis of customer data, and so on.

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Introduction to Digital Marketing – Getting Started

Introduction to Digital Marketing – Getting Started

If you want to learn more about getting started in the world of online advertising, you’ve come to the right place. Our introduction to digital marketing looks at everything you need to know. In the modern world, we are surrounded by digital media. We use our smartphones, computers, tablets, TVs and games consoles to access the internet for all kinds of reasons. And, as we’ll explore in our introduction to digital marketing, this constant connectivity is a goldmine for marketers. If you’ve always fancied getting started in digital marketing, this is the article for you. We take a look at what exactly it is, why it’s important, what different types there are, and how you can get a job in the industry.
What are the types of digital marketing? Digital marketing is often a collective effort, where professionals working across several different areas combine their knowledge and resources to meet the goals of the business. The next step in our introduction to digital marketing is to outline what these different areas are. It’s important to remember that not every company will necessarily use all of these methods. However, each channel presents an opportunity for a business to expand its brand reach and increase sales. We’ve highlighted some of the most frequently used types of digital marketing skills and what they entail.

Why digital marketing is important?

There are many stats that highlight the importance of digital marketing. With global eCommerce sales expected to reach $4.5 trillion by 2021, it’s clear that there’s significant potential for online promotional activity. What’s more, 51% of shoppers research their purchases on Google before making them.

With around 4.5 billion internet users worldwide, digital marketing gives businesses the chance to reach people on platforms where they spend a lot of time and money. It also gives smaller companies an opportunity to compete with their huge rivals, allowing them to use data and insights to target customers.

We’ve also seen how vital online shopping is in the first half of 2020. At the peak of the COVID-19 lockdown in the world, online orders were up 200% compared to the previous year. For all kinds of companies, digital marketing and the sales it generated were a lifeline when stores were closed.

What are the types of digital marketing?
Digital marketing is often a collective effort, where professionals working across several different areas combine their knowledge and resources to meet the goals of the business. The next step in our introduction to digital marketing is to outline what these different areas are.

It’s important to remember that not every company will necessarily use all of these methods. However, each channel presents an opportunity for a business to expand its brand reach and increase sales. We’ve highlighted some of the most frequently used types of digital marketing skills and what they entail.

Search Engine Optimisation (SEO)
When you use a search engine such as Google or Bing, you type in your query and get a list of results. Often, the page you’re looking for appears in the top few links. But how does the search engine know which results to bring you? Well, it looks at a wide range of features on the website to determine how relevant it is. This includes things like the links to and from other web pages, the content of the page, the keywords and how they’re used, the number of other people who access/share the page, and more.

Search Engine Optimisation is the art of understanding how sites like Google index data, and optimising the page and its content to increase quality web traffic (visitors). The goal of SEO is often to make a page or website appear as high as possible in search engine results pages without having to pay for it.

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