1. Social Media Marketing
Ayojak Case Study
GROUP 8: ESTHER, MONICA, RENAUD, SOBIA
PROF. ASHWIN MALSHE – UNIVERSITÄT MANNHEIM

2. Background
What Online Event Management Product Solution in India and
the UK
Products Ticketing, Social Meets, Event Promote, Conference
End-to-end solution: creation of event web page, ticket
sales, collation of attendee information, event promotion
on social media, and customer support for booking tickets
online
Clients Business Clients (B2B): Start-ups to mid-size firms from
various sectors such as entertainment, technology, sports
and business
End Customers: Young people / event attendees

3. Event Management Industry (EMI)
 An industry involved in researching, planning, organizing, implementing,
controlling and evaluating an event (source: ask.com)
 Companies working in the Event Management Industry provide their clients
with tools to organize and manage events (ticketing, publicity…)
 Social media outlets have paramount importance for companies in the Event
Management Industry as they can boost the attendance of an event an as
they can (to a certain extent) replace specialized companies (Facebook
Events, LinkedIn events…)

4. Background: Business Model
AyojakEvent Organizers Attendees
Ayojak acts as an intermediary between event organizers and event attendees.
Ayojak utilizes few offline marketing efforts, and relied mainly on word of mouth.
Hence social media acted as a tool to for Ayojak to reach both event organizers
(clients) and attendees.

5. 1. Social Media Strategy
 Primary objective of using social media: To increase word of mouth
about its products and to build its brand in the online event
management industry
Facebook Mainly to promote events of B2B
clients (event organizers)
Twitter Promoting events and interacting
with community members
Corporate Blog Placed greater emphasis on
Ayojak and its products (some
event posts)

6. 1. Social Media Strategy
 Outsourcing
 Ayojak outsourced social media activities to a Noida-based social
media agency
 The agency was given clear objectives, and deliverables for each
objectives were outlined
 One of the deliverables included word of mouth

7. 1. Social Media Strategy
Monitor • Build a substantial following on FB and Twitter
• Collected customized demographical data regarding prospective
event attendees for event organizers
Respond • Build engagement among Ayojak community members
• Collate feedback from B2B clients and end customers and list
changes to be incorporated into products based on feedback
• Provide support to B2B clients and end customers
• Twitter used for customer interaction
Amplify • Use FB, Twitter, corporate blog to advertise clients’ events
• More emphasis on Ayojak and its products on corporate blog
Lead • Be open and honest to customers
• Gather customer sentiments: customer appreciation if a good job
was done, or apologize and improve if customers are unhappy

8. 1. Social Media Strategy: Social
Media as a product
 Using social media to build a following of end customers (event
attendees), Ayojak provides product solutions which includes more
social media coverage at a higher price
 Ayojak Ticketing
 Only Elite and Premium offers Social Media Promotion
 Ayojak Event Promote
 Elite offers 6 weeks of social media solutions, 3 weeks for Premium then 1
week for Standard
 Only Elite offers social media monitoring

9. 1. Social Media Strategy: Event
Management Industry
Facebook Twitter Corporate
Blog
Description
EventAvenue ✕ ✕ ✕ Others: Website - Case studies, white papers
MeraEvents ✓ ✓ ✓ Promote clients’ events and build customer engagement
DoAttend ✓ ✓ ✓ Promote clients’ events, interact, customer support, educate
users of new features
Bookmyshow ✓ ✓ ✓ FB: Promote movie releases
Twitter: Shared related content
Eventnu ✓ ✓ ✓ Promote clients’ events, share details about organization,
build customer engagement
Ayojak ✓ ✓ ✓ Promote clients’ events, build customer engagement,
information about Ayojak and its products
Others: LinkedIn

10. 1. Social Media Strategy: Event
Management Industry
 Covered the main channels that main industry players were in
(Facebook, Twitter, corporate blogs)
 Relatively low followership on Facebook and Twitter as of April 2011
(680 and 610 respectively) compared to Bookmyshow (266,884 and
5,600 respectively)
 Greater focus on clients’ events promotion (on Facebook and
Twitter) rather than building the brand to B2B clients (compared to
EventAvenue, which only has a corporate website targeted at B2B
clients). Ayojak engaged both B2B and end customers (event
attendees)

11. 2. What is content?
 Information that is provided by companies to educate, inform
or entertain customers or prospects through grabbing their
attention or causing behavior that results in sales, leads or
advocacy.

12. 2. What is content strategy?
 The practice of planning for the creation, delivery and
governance of useful, usable content.
 Helps to engage an organization and its community members on a
particular social media platform.

13. 2. What is content strategy?
 Creating relevant content to reach an objective
 Delivering content on appropriate social media platform
 Governing discussions surrounding the content

14. 3. Ayojak’s content strategy
 Creating relevant content to reach an objective
 Objective : to promote events of Ayojak’s B2B clients
Content: posts of clients’ events, news, quizzes and contests, entertainment
(fun facts, quotes) on social media platforms such as Facebook and Twitter.

15. 3. Ayojak’s content strategy
 Creating relevant content to reach an objective
 While some things posted by Ayojak may not directly help promote the events
of its clients, they serve the purpose of engaging people.
 By uploading relevant photos, videos and having contests, these can spur
event attendees’ interests and raise the hype of an upcoming event.
 Helps Ayojak position itself not merely as an “event calendar” but a reputable
organisation eager to put its clients’ customers’ interests at heart.

16. 3. Ayojak’s content strategy
 Creating relevant content to reach an objective
 Objective : to promote its brand among stakeholders (build brand identity,
create brand awareness.)
Content: posts about Ayojak, e.g. testimonials from clients, company
announcements

17. 2. Ayojak’s content strategy
 Creating relevant content to reach an objective
 Testimonials serve as a positive reinforcement to potential clients that Ayojak is
a trustworthy and experienced online event management company.
 Company announcements can be made promptly to its clients, as opposed to
going through press statements which might not even reach its target
audience.
 Engagement with potential clients gives Ayojak a better impression.

18. 3. Ayojak’s content strategy
 Delivering content on appropriate social media platform
Corporate
Blog
- Good platform for sharing information,
photos and videos.
- People who log onto it often spend more
time reading through the posts to be
updated on what is happening around
them.

19. 3. Ayojak’s content strategy
 Delivering content on appropriate social media platform
Corporate
Blog
- Posts are limited to 140 characters
- Might be a challenge to post something
longer and more information
- People who use it often just want bite-size
pieces of information.

20. Corporate
Blog
3. Ayojak’s content strategy
 Delivering content on appropriate social media platform
- Able to address serious issues and provide
comprehensive information through in-
depth write-ups.
- Potential clients can comment without
worrying that their queries will be lost with
the comments of event-goers.
- Separates Ayojak’s two target audiences –
clients and event-goers

21. 3. Ayojak’s content strategy
 Delivering content on appropriate social media platform
Corporate
Blog
 Clients’ upcoming events
 Interaction with community
members
(messages, contests etc.)
 Information and updates
about Ayojak

22.  Delivering content on appropriate social media platform
 More than three-quarters of its Facebook posts are promoting events of its
clients
3. Ayojak’s content strategy

23. 3. Ayojak’s content strategy
 Delivering content on appropriate social media platform
 Its corporate blog keeps Ayojak’s clients and interested parties updated.

24. 3. Ayojak’s content strategy
 Governing discussions surrounding the content
 Respond promptly to queries, especially when people expect things
to be done faster on social media platforms.

25. 3. Ayojak’s content strategy
 Governing discussions surrounding the content
 Tackle negative feedback and leave such comments there along with
Ayojak’s response.
 Shows itself as a responsible brand which does not evade any problems.
Furthermore, the problem may serve as a testimonial of Ayojak’s work ethics.

26. 3. Ayojak’s content strategy
 Governing discussions surrounding the content
 Allow feedback from satisfied clients to build its credibility and reputation.

27. 3a. Suggested changes to Ayojak’s
content strategy
OBJECTIVES OF SOCIAL MEDIA
 Attract larger clients
 More engaging social media presence
 Building Ayojak’s brand image through social
media

28.  Use of “SUCCES” in order to change/improve
content strategy
Simplicity
Unexpectedness
Concretness
Credibility
Emotions
Stories
3a. Suggested changes to Ayojak’s
content strategy

29.  Stick on one logo and one name
 People will/can recognize the brand by its logo and can link it to the
brands name (memorable).
 Slogan/companies mission should be clearly visible on
➥ Social media
➥ (eg. use fb cover page for their slogan)
 Share content to those who it is relevant to
➥(younger age group, locations etc.)
3. Simplicity

30.  Make the audience to pay attention to Ayojak’s
ideas, and maintain their interest
 Violate people’s expectations and to be
counterintuitive
3. Unexpectedness

31.  Make the idea and promises clear, through short videos (eg.
how to… pay for a ticket/how eticketing works etc.
 Share mission statement on social media (eg. What is
our aim? promote business events etc)
3. Concreteness

32.  Make people believe in what Ayojak is doing, by giving
feedback of events and analysis of the ticket
system for example (list facts: eg. through eticketing we could
save 84 trees)
3. Credibility

33. ▶
▶ Sharing pictures of events, (eg emotions of crowd on a
concert; letting people share their event experience, tag themselve
on event pictures, link it to Ayojak)
3. Emotions

34. ▶
▶ Ayojak makes their own posters and ask celebrities/
people part of the events to pose in front of their posters. Subtle
advertisement for Ayojak. (For Facebook posts to generate more
interest)
3. Stories

35. Jonah Berger’s Formula (STEPPS)
 Social currency: share info that make Ayojak look smart -
Have a “thank you” post – « 2000 people came to this event! Thank
you for trusting Ayojak. With its safe payment options, it’s the
people’s choice etc. »
 Triggers: Emphasize on its benefits: advocate of environmental
sustainability, safe payment
 Emotion- covered above in SUCCES framework

36. Jonah Berger’s Formula (STEPPS)
 Public: show, to make it grow, updating social media platforms on
regular, daily basis. Enter new social media such as instagram (apps)
 Practical value: news people can find useful, upcoming events
near their area. Make their blog mobile friendly
 Stories- covered above in SUCCES framework

37. Further Recommendations
▶ Have a “tickets can be purchased at Ayojak” logo on
posters.
▶ QR codes
▶ Product promotions on social media (5% off your ticket
when you pay online)

38. 4. Threats from Facebook and
LinkedIn events
 No substantial threat (payment facility provided by Ayojak
lacking on social media)
 However, the viral nature of social media make Facebook and
LinkedIn events more visible than on Ayojak
 Higher engagement on Facebook/LinkedIn, higher visibility
and higher interaction with other potential attendees

39. 4. Threats from Facebook and
LinkedIn events
 LinkedIn provides a potential attendees database based on clients
from the business world ➥ high relevance for business related
events (conferences, seminars… than on Ayojak) + interesting side
services (i.e. TripIt app)
 If Ayojak manages to use Events on social media wisely ➥ win-
win situation (payment facility from Ayojak combined with
increased visibility through Social Networks)

40. Thank You