Social Media Content Strategy at Ayojak

Ayojak was the flagship, online event management product solution offered by Signure Technologies Limited (Signure). Signure was established in 2007 in India and the United Kingdom. Signure had its product development and business development centres in Pune and Bengaluru (formally known as Bangalore), in India. Launched in September 2008, Ayojak had two operational products (Ayojak Ticketing and Ayojak Social Meets) as of May 2011 and had two more products in the development stage (Ayojak Conference and Ayojak Event Promote). Ayojak provided an end-to-end solution to any event organizer. The Ayojak event management solution service included such activities as the creation of an event web page, ticket sales, collation of attendee information, event promotion on social media and customer support for booking tickets online. Essentially, Ayojak acted as an intermediary to both event organizers and event attendees, adding value at both ends of the value chain. Ayojak became a value-adding intermediary who took responsibility of major logistical tasks for the organizer and helped them to attract more attendees, while also helping attendees to locate relevant events and facilitated convenience to them in finding an event, registering for the event and making payment for the event. To promote its clients' events, Ayojak made extensive use of such social media platforms as Facebook, Twitter and blogs. Ayojak's social media presence took the forms of a Facebook page, a Twitter handle and a corporate blog. Ayojak engaged in few offline marketing activities and hence depended solely on word of mouth through its social media presence. However, in April 2011, the chief executive officer (CEO) of Signure Technologies realized that Ayojak's social media content strategy had been focusing on promoting its clients' events. Now, with two more products soon to be launched, the CEO needed to rethink Ayojak's content strategy. He wanted to build Ayojak's brand among its stakeholders by using its social media presence, instead of using this presence solely as a promotion platform for its clients' events.

To introduce students to the role and challenges of an intermediary in the social media contextTo help students to understand the crucial aspects of content strategyTo promote an understanding of the relevant metrics used to evaluate social media strategyTo show how content strategy can help a firm to build its brand identityTo illustrate the challenges of building a business using only the online medium, without any offline marketing support

Social media marketing; content strategy; brand community; event management; social media optimization; social media branding; India; Ivey/ISB

MBA/Postgraduate

Information, Media & Telecommunications
India
Small

Année de la problématique : 2011

Livraison : Livraison par lien de téléchargement

Nombre de pages : 13