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This review is a part of our ‘Social Media Strategy Review’ series where we do a 360 degree analysis of a brand’s entire social media activity.
In the ’80s, when Titan came into being, HMT was the quintessential leader in watches, representing the values that society upheld at the time. It is commendable how Titan is holding its fort, assisted a great deal by its marketing efforts, and in the Internet-overrun world, it means a significant focus on social media. People across age and gender divides follow Titan on social media, and this is because the brand caters to the needs of both male and female buyers from all age groups. This is evident in the almost equal following from all age groups, which you can see in the following image, but it has been seen that the social media audience of the brand is primarily male (see the second image).
Keeping its audience informed of the new product launches and new promotions, the brand has not moved from these positions on the social media websites it participates in. The brand recognition is quite high, and it enjoys top-of-mind recall in its industry, which may have led to the social media strategy it has adopted. Titan has more than 15 lakh fans on its Facebook Page, and these numbers do look impressive when read in isolation, but when we study it on the basis of engagement, a big hole appears in the claim supported by this number. At the time of writing this article, hardly 32,000 people were talking about the page which makes around 2% of the total fan base. On the content front, most of the recent activities revolved around updating the wall with new product launches or ongoing promotions, as evident in the following post, where the brand tried to play on number 40 of up to 40% off sale that is going on.
But if you compare the engagement rate of the above two posts with the posts shared above them, you will see that people get more excited after seeing beautifully designed products or a money-saving promotion. Although Titan has been irregular in updating its page, as evident in the first image below this, the positive energy among fans has not waned out. Titan does not seem to have a thorough understanding of Twitter, and they are using the platform as any small-timer. This is not a bad tactic, but it surely is a limiting one, more so, if promoting Facebook posts is all a brand does with Twitter. Although Citizen is a bigger brand than Titan in watches, in India it is struggling to have the kind of fan following that Titan enjoys (see the image below).
Citizen has hardly 50,000 fans, way below than Titan’s more than 15 lakh fans, but in terms of per post engagement, Titan falls short of the mark Citizen has touched. Luckily for Titan, it didn’t have to try very hard to get the kind of engagements it has created on Facebook. Apart from Facebook and Twitter, Titan is also present on YouTube, but the efforts here are not as spirited as on other two platforms.
Although Titan has a very big fan following on Facebook, it does not translate into an awe-inspiring engagement.
It was doing well during IPL when it created some good content units, but of late, it appears to have changed track.
All in all, despite a good reputation, the social media strategy of Titan is in want of some real activity. In fact it can be looked at as a sales platform, as all updates have product codes and the sale offers ensure that its being promoted through social media.
What is slightly cumbersome and difficult to imagine, is someone actually noting down the product code and then going specially to a Titan showroom to buy the watch they liked. Twitter seems to be more of a good to have rather than a must have presence for Titan which is also showcased in how it does not have a specific strategy beyond what’s being done on facebook.
Expert View by Rajiv Dingra Founder & CEO of WATConsult – An Award Winning Social Media Agency. Since 1998, he is hooked to the Internet – initially as a consumer then as a producer, and since 2006 onward, as an SEO consultant and content marketing strategist. The good news is social media has finally made it to the grand stage of “accountability.” A place where there are lots of people who want to measure it.
However, with a few simple steps, you can build a measurement strategy that accomplishes your goals. To start, let’s agree that brand awareness is a measure of how recognizable your brand is to your target audience.
Also, let’s agree that the measurements for social media aren’t all that different from how you’ve been measuring traditional media. With that understanding, let’s look at how you can level the playing field between your traditional media metrics and your social media metrics. In social media, this measurement is about as reliable as a print magazine’s circulation, but knowing your potential audience does have value because it represents your potential sales lead pool. Unfortunately, as of the writing of this post, some of these metrics have to be accounted for manually, so you’ll have to balance the level of effort to track the metrics versus the value you’ll receive from them to determine their importance to your overall strategy.
A good example of where there can be unreliability in social measurement is when isolating unique users for each of your metrics. These measurements highlight the number of people you’ve attracted to your brand through social media. Twitter: Look at your number of followers and the number of followers for those who retweeted your message to determine the monthly potential reach.
YouTube: Measure the number of views for videos tied to a promotion or specific period of time, such as monthly, and the total number of subscribers.
Blog: Measure the number of visitors who viewed the posts tied to the promotion or a specific period of time. Email: Take a look at how many people are on the distribution list and how many actually received the email. Exposure is the top of the brand awareness funnel and represents your potential sales lead pool. This is one of the most important measurements because it shows how many people actually cared enough about what you had to say to result in some kind of action. Fortunately engagement is fairly easy to measure with simple tools such as Radian 6, Biz360 and TweetEffect. For a starting list of key performance indicators for engagement, this post by Chris Lake is a great start. Twitter: Quantify the number of times your links were clicked, your message was retweeted, and your hashtag was used and then look at how many people were responsible for the activity. Facebook: Determine the number of times your links were clicked and your messages were liked or commented on.
YouTube: Assess the number of comments on your video, the number of times it was rated, the number of times it was shared and the number of new subscribers.


You can also use automated tools like Twitalyzer, Social Mention, Radian 6 or ScoutLabs to make it a little easier, but ALWAYS do a manual check to validate any sentiment results. A great application for influence is to look at the influence by those who engaged with your brand in the above categories. If not, your influence pendulum may be about to tip over, because it’s important that you spend time engaging with both influential users and your average user. After you’ve measured through the influence portion of the funnel, you’re now creeping into where too many companies are starting their measurement efforts: the lead generation funnel.
Understanding your reach, engagement and influence through these primary social channels will allow you to define your presence and impact, which can then be applied as a model to other social networks.
If you’re looking for tools to use for tracking, this post by Mani Karthik at Daily Bloggr gives a nice view of options. To really understand the importance of measurement, here’s a great post on social media measurement from Social Media Examiner: Is Social Media Marketing Measurable? To fulfil its mission effectively, a business needs to operate within a structure best suited to its purposes. The organisation chart  shows a typical hierarchical structure in a commercial organisation. Syngenta is committed to empowering its staff and a hierarchical structure is not suited to its innovative style. Below are external web links provided by Syngenta in relation to their business activities. Subscribe to our newsletter for current business news including lesson plans and activity ideas.
If you learnt more about Developing an effective organisational structure from this Syngenta case study, why not share it with others? This page and contents, ©2016 Business Case Studies, is intended to be viewed online and may not be printed.
A man is walking up the street toward Terry and a few other young men who are gathered in the shade of a brick wall where the parking lot meets the sidewalk.
Every week for the sixth season of Game of Thrones, Christopher Orr, Spencer Kornhaber, and Lenika Cruz will be discussing new episodes of the HBO drama. The party’s current iteration is tailor-made to defeat xenophobia and take down Donald Trump. The bad news is that the Republican Party will now almost certainly nominate the most dangerous presidential nominee in modern American history.
In an anti-racist party, politicians who demonize historically discriminated-against groups are either forced into retirement or, at the least, forced to apologize. After a hostile primary season on the Democratic and Republican sides, this third party hopes voters might give it a try. To the uninitiated, which is to say, most everyone, the Libertarian Party has been a political nonentity. After a hostile primary season on the Democratic and Republican sides, though, Libertarians hope that might start to change. The CBS drama’s dramatic finale brought a sad but fitting end to a show that has always been a little bit awkward about its female friendships. On Thursday, Donald Trump’s tweet about tacos was only the second-most-alarming message he sent to potential voters. To Kristin Neff, a psychology professor at the University of Texas, that’s not surprising.
Paid games are also monetized via clickable (tappable) ad sponsorships embedded within the games.
Bill Philips, President, oversees the general management, including game development, of MNG. In this article, I am going to analyze Titan’s social media strategy across social media platforms, primarily Facebook and Twitter – the two giants of social media. They are under the impression that simply being present on social media is enough for the brand. Remaining present midst conversation is the goal of social media activities undertaken by Titan. Scroll down the timeline to May and earlier, and you will see some real engagement going on.
It is good to see that negative emotions are restricted to less than 20% (18.71%) of the total posts, whereas, more than 60% talk positively about the brand (see the second image). In recent times, at the most, the brand has used its Twitter profile to promote Facebook posts, as you can see in the following image.
See the time stamp in the following image, and in the one posted just above this paragraph. One reason behind such a dismal performance could be the price point (or the perceived one) at which Citizen is available. As you can see from the image below, in terms of types of engagement, Titan and Citizen have created almost identical pies. Like its updates on other platforms, the videos posted here are either commercials aired on television or product announcement videos.
In fact, just the brand name makes you remember the jingle and its tune and that’s how impactful its advertising has been. Another thing lacking in the presence is the approach of generic ideas to connect with time and watches.
Overall, even though Titan has fans, its presence leaves much to be desired from a consumer standpoint.
He develops and executes SEO, Social Media, and content strategies for businesses of all sizes (including fortune 500 companies). For those looking to get ahead of the curve on social media measurement, the first step is to align your social media metrics with metrics your company is already comfortable with.
To put brand awareness measurement into the context of the sales funnel, the key areas to evaluate fall into three categories:  social media exposure, influence and engagement. You want to avoid counting the same person twice in the list below, but realistically it’s difficult to do.
To mitigate the potential for duplication of users, track growth rate as a percentage of the aggregate totals. You should track these separately and then compare the month-over-month growth rate of each of these metrics so you can determine where you’re seeing the most growth.


In addition, review the number of friends from those who became fans during a specified period of time or during a promotion and those who commented on or liked your posts to identify the potential monthly Facebook reach.  Facebook Insights provides value here.
Measure how many third-party blogs you commented on and the resulting referral traffic to your site.
Influence is generally displayed as a percentage of positive, neutral and negative sentiment, which is then applied in relation to the engagement metrics and to the metrics for reach where applicable.
Do you have a nice mix of big players with large audiences engaging with your brand, as well as the average Joe with a modest following? This is where the brand awareness portion of the funnel ends and the traditional ROI-driven action begins. The number of levels depends upon whether the business has a hierarchical or flat structure. Without effective management, it can take a long time for information to pass up and down the chain of command. Like many large businesses working in both national and international markets, Syngenta has adopted a matrix structure. They disband when their projects have been completed and the team members are redeployed on other projects. Because no screeners are being made available to critics in advance this year, we'll be posting our thoughts in installments. In the event of a recession, Trump would treat the full faith and credit of the United States to a capricious hair cut. Our team is comprised of two unique individuals who have a solid background in mobile communications and marketing. Prior to forming the company, he was Vice President of Products at a major wireless telecommunications provider for 5 years.
Replacing then industry-leader HMT was not that big a challenge for the brand, and they continue to retain their top position inspite of the further competition they are facing these days from all types of brands. Tagged by Titan, an event was juxtaposed around comic strips made around cricket and product shots (see the following two images).
Overall, Titan has outscored Citizen, but that could also be because of the total number of fans it got. As expected, not many people watched the videos, except the ones in which Katrina kaif was in the frame, with a noticeable exception of the following Tagged by Titan video.
For eg: Titan could easily introduce “best use of time tips” where in it could provide time management tips to its audience. You can also track wall posts and private messages if you can link them to activity that is directly tied to a specific social media campaign. Basically, you want to look at whether the engagement metrics listed above are positive, neutral or negative in sentiment.
And many times, you will need a combination of tools to measure all of the different social media channels. Build yourself a standard dashboard in Excel that highlights the key metrics that matter to the organization.
Syngenta's functions include research and development, global supply (including manufacturing), human resources (HR), sales and marketing, finance, and Information Systems (IS).
A hierarchical structure has many layers of management, each with a narrow span of control.
The accounts department has three layers of hierarchy: a director, a manager and three assistants.
Each team will consist of members from different departments, each with their own specialisms and expertise related to the project. In large part, the law was aimed at eliminating the black market for marijuana and redirecting those sales from parking lots and living rooms into stores, where the state could monitor and tax the transactions. Together with a team of local and international software development staff, we are able to bring to market a wide array of unique mobile games that provide an experience that other gaming companies do not. Donna's prior experience includes developing the key marketing plan that launched several mobile versions of games for a large video game producer.
He has helped businesses of all sizes (including fortune 500 companies) gain competitive advantage on the Internet through SEO, social media, and content marketing. In other words, did your campaign influence positive vibes toward the brand or did it create bad mojo? Create a tab for a high-level overview of multiple campaigns, and a tab for each campaign for the time period you’re reporting on.
Rather than being able to use their initiative, employees may need to seek approval for every action from higher levels of managements. It takes employees out of their usual functional areas to work with other employees with different expertise and specialisms.
The matrix structure is not an alternative to functional management but works alongside it. The answer: 47 percent of respondents said that either they would cover the expense by borrowing or selling something, or they would not be able to come up with the $400 at all. Donna will be assisted by 2 marketing interns hired from local universities as co-op students throughout the year.
Ultimately, you should put the information into the same format that you’ve used to report on traditional brand awareness campaigns, with social media as just another vehicle in the overall marketing mix. This not only can cause delay but also be bad for employee morale, reducing their motivation to work. These students will handle the more routine aspects of the marketing efforts while Donna focuses on the key strategic relationships.
The reporting system from the top of the hierarchy to the bottom is known as the chain of command.
It offers clear opportunities for promotion and may reduce stress levels in both managers and employees.



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