Internet Marketing – Reflective Learning Paper

 

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This course has helped me overcome my fear of social marketing and blogging. I was unsure of myself at first, but when I started the project for my client rFactr, quickly I became used to using social platforms for promotions and branding.

I have learned the type of blogs and how to increase your online presence and promote your personal brand on internet. Following are my learnings from this course.

  1. The Paid, Owned and Earned media

I learnt how earned media rules the word of internet marketing. I was privileged to work for rFact project and have seen how our tweets earned 5.8k impressions over 12 day’s period. Through our hypothesis, we were able to test and learn how engagement score differs for different type of posts on different social platforms.

  1. Google AdWords and PLAs

I learnt best practices for creating keywords for google AdWord specially finding the right balance between keywords being broad enough to capture a large enough audience without being too general or irrelevant. I learnt how to reach your audience at the right time with right message though google searches and how to include “Call to Action” in your ad. Through our hypothesis in rFactr project, we could learn that 2-4 word phrases are optimum for best results.

  1. We should not try to over sell

The frequency is as important as the contents. Social media is all about community. In order to increase brand awareness, we should focus more on sharing third-party articles and contents and building relationship rather than just sharing brand’s messaging and driving traffic to our website. In my first client meeting, I was specifically told to not to share more than one post per day on LinkedIn else it may prove counter productive. We tested 1/3 rule in our hypothesis and it worked. However, in future I would like to test some more hypothesis that we had in mind but could not test due to time constraint.

  1. Never ignore customer feedback

One of the biggest mistake is to ignore customer feedback on social media. In this age where experience is everything, it is not sufficient to simply monitor social media. Businesses must begin to nurture relationships — built from both positive and negative feedback. Not responding to customer comments made via social platforms is akin to ignoring emails, but is worse, as it is amplified in a public space. Companies must put aside fear and engage with consumers openly and honestly in the public forum. “United breaks Guitar” is an impressive story of customer management disaster that I learned in class and it compelled me to read the book “How Social Technology Can Transform the Way You Lead”.

  1. Keep track of trending topics

I learnt in this course, how keeping track of the trending topic is a part of good social marketing strategy. Especially we should keep track of the topics related to our brand, company, domain, position and surroundings. Internet marketing managers not only take advantage of any trending topic in their favour but also control the damage if some trend starts which is not favourable to their brand. I experienced this in our project for rFactr where one post “Is The Road To Revenue Through Employee Advocacy?” got maximum engagement on both Twitter as well as Facebook.

  1. Use of hashtags

I never paid attention to the hasgtags before attending this course. The use of hashtags is very important in twitter as they can greatly expand a tweet’s reach. The use of several hashtags in a message can be annoying also but 1-3 hashtags are good to use in any tweet. Now I started using hashtags in my personal twitter account.

  1. Consistency and perseverance

Consistency is very important in promoting your brand on social media or blog. Followers and readers start expecting the same tone and character in your posts. I have now made a habit of posting twice a week on my blog.

  1. Live-streaming

The preference of online media channel based on business type (B2B Vs B2C) was very interesting to learn. I felt so outdated when learned about Blab, Periscope and Meerkat. first time in the class. Since then I have participated in one online discussions on Blab. I am excited to learn more by using these platform and made an entry in my to-do list. I am most interested to explore Blab more, where I can participate in panel discussions.

  1. bit.ly

We used bit.ly to get good analytics of contents I posted on social media. Again this is the first time we used bit.ly which gives very good analytics.

10. Social Media Management Tool

I never used any social media management tool in my life. We used SocialPort, provided by our client rFactr to schedule contents on four social media platforms, Facebook, Twitter, LinkedIn and google+. I learnt how to use a tool to schedule all the posts on different social media from one centralized place. Since we used a demo version, we could not use the analytics provided by socialPort but learnt how to manage social media from such tools. I also learnt how to achieve same results by using HootSuit which many of my colleagues used in the BAMA513.

11. Client Presentation

At the end of the project, we presented our work to Julio Viskovich, VP Marketing at rFactr and got very good insights from him. While his feedback was very encouraging, he also suggested, what we could have tried to maximize our learnings.

Overall, I learned a lot in this course and think this course is a must for all managers and management student. Thanks to Julio and Sauder for having this course as part of MBA program.

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