and

PBwiki. com. The most popular use of this

Wikipedia.com. Another way of viewing online
technology is the web resource
and/orsubmtt an cntire wcbpage for others to sce.
collaboration is when users share, save
Similar to bookmarking a website, these
sites allow others to see what sites are being saved and
shared. There are several of these
ial bookmarking sites such as the popular
es alow others to submit a website allowingYaho0-owned delicious. Some of these sharing
the communityto vote the submission up or
lnwn based on if they like it of not. The popular sites
move up the list while the unpopular
-lide to the bottom. The more popular (or most
voted) sites begin to attract a lot of traffic.
Twoexamples of submission voting sites include
f these. one may connect with their friends to Digg.com and StumbleUpon.com. In each
see what they are voting for.
444The Social Feedback Cycle
For a lot of
organizations-including business, non-profits, and governmental
agencies- Use of SOCial media very often begins in marketing, public
similar officc or department with a direct connection to communications, or a
customers and stakcholders. This
makes scnse given that a typical driver for getting involved with
social media is a slew of
negative comments, aneed for "virality," ora boost to overall
and especially in the minds and hearts of those
awareness in the marketplace
customers increasingly out of
interruptive (aka "traditional") media. In a word, many organizations are reach of
"engagement," and they see social media as the way to get it. looking for
The advent of Web 2.0 and the Social Web is
clearly a
fronts. Given the rush to implement, and theopening focus on game-changer, numerous
on
the business more holistically, many "social media
marketing specifically versus
projects" end up being treated more like
traditional marketing campaigns than the truly revolutionary ways in which a
Can now connect with and prosper through savvy business
collaborative association with its customers. As a
Tesult, the very objectiveengagement, redefined in a larger social
many "social media campaigns run their course and then fizzle out.
contextis missed as too

Whether that's right or wrong is another matter, and the truth is that a lot of great
have given rise to innovative, effective, and mcasurable social
ideas
business programs. But these
are stillthe exceptions, which is unfortunate as social technology is within the
reach of nearly
everyone. The collaborative technologies that now define contemporary
marketplaces
lechnologies commonly called "social media," the "Social Web," or "Web 2.0"offer a
iable approach to driving changes in deeper business processes across a wide range of
applications. There is something here for most organizations, something that extends very
much beyond marketing and
communications.
Beginning with the emergence of Web 2.0 technologiesthe set of tools that make it
Casy for peopleto create and publish content, to share ideas, to vote on them, and to
Tecommend things to others the well-established norms of business marketing have been
16 | Page
undergoing forccd change. No longer satinficd with dvertising and pronotional
information #s a sole sOurce for learning ubout new products and services, consurners have
lakento
theSocal Web in un cffort to shurc umong themsclves their own direct experiences
with brands, products, and services to provide a more "real" view of their research
experience. At the same time, consumers are leveragingthe experiences of others, before they
actually make apurchase hemselves. The impact on marketing has heen significant, to say
theleast.

Marketer Generated User Generated

FORM
CONSIDERATION PURCHASE USE TALE
AWARENESS DPINION

The Social Feedback Cycle

(Dave Evans, Soual Media Marketing, 2010)

the Social Web through

The figure shows the classic purchase funncl, connccted to
trial to rating to
"digital word-of-mouth" (aka social media). This loop fromexpcctation to
or conversion process.
sharing the actual experienceis now a part of most every purchase
turning to people like
Whether consumer-facing, B2B, for-profit or nonprofit, people are
choiccs. These new sources of
themselves for the information they need to make smart
traditional media; advertising
information are looked to by consumers for guidance alongside
of the overall marketing mix. The
and traditional communications are still very much a part
positively, sometimes negatively-the
result is a new vetting that is impacting-- sometimes
eitorts of businesses and organizations to grow their markets.
445. The Connected Customer
primary role as an innovator, as a source of
The upshot is that the customer is now in a potentially the basis
as such is
uWard-pointing information around taste and preference, and
advantage. Isay "potentially" because customers having opirnions or ideas
Ompetitive
useful information from them and then using it are two different things.
acually getting media
again, social business and the related technologies step in: Where social
G
listening stuge, perhaps also responding to directly raised
marketing very often stops
0Ssues in the process, social
at the
business takes two added steps. First, social business practices
link customers and the
business, and
that
provide and transparent connections
formal, visible, customers.
internally link employeesto each other and backto
 This is a central aspect of social business: The "social" in "social
business" refers to the
development of connections between people, connections that are used to facilitate
et design, service cnhancement, market
business,
understanding, and more. Second, because
mnlovees are connected and able to collaboratesocial business and Web 2.0 technology
onnlies internally just as it does externallythe firm is able to respond to what its customers
areesaying through the social media channels in an efficient, credible manner.

Engagement, in a social business sense, means your customers are willing to take their
time and energy and talk to you-as well as about youin conversation and through
processes that impact your business. They are willing to participate, and it is this participation
that defines engagement in the context of the Social Web. The engagement process is,
therefore, fundamental to successful social marketing and to the establishment of successful
social business practices. Engagement in a social context implies that customers have taken a
personal interest in what you are bringing to the market. In an expanded sense, this applies to
any stakeholder and carries the same notion: Apersonal interest in your business outcome has
been established. This applies to customers, to partners, to employees, to anyone and
everyone who can express and share an opinion or idea somewhere along your path to
market. As customer conversations enter the purchase cycle in the consideration phase of the
Sales process, there is a larger implication: Your customer is now a part of your marketing
other form the
dpartment. In fact, your customers and what they think and share with each
profound: Subde
oundation of your business or organization. The impact is both subtle and
amounts to running a business the
ne sense that on the surface much of "social business"
exist-ultimatelyto serve customers through
ay a business ought to be run, Businesses
derive (generally) an
whose patronage the founders, employees, shareholders, and others At
benefit as they are ensured a future in running that business. times, however, it
Ome
seems the customer gets dropped from that set.
on Twitter most any day by searching for the hashtag #FAIL. It's
eresult can be seen pleasing the customer are
also a profound Change, however, in the sense that the stakes in and
noW knowledgeable and more vocal about they want,
much higher. Customers are more in cases of over-delivery or under-
they are better prepared to let others know about it
18 | Pa ge
 delivery. Ontop
of that, not only are customers secing what the business and the industry is
ov
are building their own
theyare
doing,they
work with is
expectations for your business based on what every other
businessthey doing.
Walmart can
IfW quickly tap Bazaarvoice and put ratings and
is that reviews on any product it
sells,the
expectation American Airlines will prominently place customer ratings on
cveryflightitflies. If flight attendants, by flight, were rated according to service and demean
or bypast fliers and that information was used to make future flight choices in the same way
on-time performance, how would the flying experience overall change? It happens in
restaurants: We all have a favourite waitperson. If this seems a stretch,
consider that
Southwest, Alaska Airlines, and Continental have all placed emphasis on exactly this service
point, and they enjoy higher than average Net Promoter Scores partly as aresult.
The fact is, negative conversationsto the extent they exist, and they do-are
happening right now. Your participation doesn't change that. What does change is that those
same naysayers have company you. You can engage, understand, correct factual errors, and
apologize as youaddress andcorrect the real issues.

Social business processes and technologies share insights generated by customers,

suppliers, partners, or employees through collaborative applications in ways that actually
transform a conversation into useful ideas and practical business processes. Social business is
built around a composite of technologies, processes, and behaviours that facilitate the spread
of experiences (not just facts) and engender collaborative behaviour.
An easy way to think about social technology and its application to business is in its
conveyance of meaning and not just attributes such as polarity" or "source" or "sentiment,"
nd in what a business can do in response to this information. Social business is built around
Olaborative processes that link customers to the brand by engaging them as a part of the
Product Development Cycle.
 CHAPTER 5: MEENA BAZAR
5.1.Target Market

The target market for Meena Bazar are mainly the person living inside Dhaka city
because all of their stores are in Dhaka city. Though they have 2stores in Chittagong it is not
there. To be specific they target
profitable to target people living within 1 Mile radius of
Meena Bazar outlet. IN face book we have targeted the audience through their behaviour
user,
altraits and their interests. Mostly we aretargeting people who are regular smart phone
online appuser. Especially those who tend to buy from online.

5.2. Activities of Meena Bazar

5.2.1. Strategic footprint:

Retained domination in the digital space among all the supershops

Establishing brand connections with consumers
Reached customers in new and innovative ways
Driving customers toincrease footfall in physicaloutlets
5.2.2. What they have done so far:
5.2.2.1.Area specific targeting

meena

MIVRA

Saffola
ctive
SP

way of communicating with the target

unique
Area specific targeting is a very the ads in precise locations. This helps
to
want to target
audience. This is used when we manner. This is how we
can ensure the
the perfect
utilize the money spent on ads in

20 | Page
 maximun usage of ad budget. And also this is the way to properly route
he ads to proper
Lafgetmarker.

-dimensional ads
5222 Multd
Multi-dimensional ads are the ads where the ads are shown in different
mediums. For
example,here the ads were routed in several mediums such as Facebook, Instagram, Google
Displaynetwork. These dimensions have their own speciality and feature.

atord

Learm l ore Learn Mere

Learn More

5.22.3. Consistent customer engagement

organized
We have consistently kept our customers engaged in our page. We have
These kept the audiences with
various type of competitions and other people engaging events.
the page.

mee1a

CRICKEL
GURU

21 | Pa g e
 Contest Focusedfon Popular trends
5224
have aranged contest focused on popular trends and also engaged the audience
withthe
interactiveandlinteresting GIF contents

meena
bazar
 CHAPTER6: DATA
ANALYSIS
61 Measurementtools

reach simply corresponds to the number of fans of the page who have seen any
Fan
>
givenpost.
This is "organic" reach, which means that it only records the views that
occured directly, and not through an action of afriend ofa fan (such as a like, share
comment). The views that result from a
friend's actions are recorded in "viral"
or reach metric is not available in the Facebook statistics interface; it's
views. Thefan
Excel file available for download.
onlyavailable in an indicator. It
per-post fan reach is probably the most important metric. It's a key
The measure the appeal of your content to the audience
and appreciate the quality
helps to
ofthe audience.
eye-catching contest (or worse, bought through the
An audience recruited from an will quickly hide page posts from
questionable sites that sell "fans")
thousands of unsubscribe, their lack of interest (and therefore
their newsfeed. If they don't actively
effectively unsubscribed from page posts the
disengagement) will cause them to be higher
key indicator of the health of your Facebook Page. The
Fan reach is a our content, the more fans
(and
more interesting
Onality of our audience and the
reach
potential fans)we will post level metrics, engagement is "the
with regards to
> According to Facebook, anywhere
liking,
in our post". This includes links
number of people who clicked
sharing and people who've viewed our video or clicked on our liked
commenting and
includes people who've clicked on a commenter's name,
andphotos. And it also even gave negative feedback by
reporting
our Page name and
comment, clicked on
Our post.

anywhere.
have clicked on this content from
Engaged users are people who
you how
know after yourreach metric. Reach tells
It'sthe most important metric to engagement is the number of people
who
content.
mny people have potentially seen our
have interacted with our content.
commenting,
that implies acting" on our post by
Engagement-whether the type as watchingthe video, zooming
"passive," such
is more metric to focus on.
liking or sharing it, or the type that probably thesecond most important
on aphoto or clicking on a linkis
6.1.1. Monthly trend ine
we can understand the total reach
measurements where very
Monthly trend line is one of the engagement of the posts. This is one of the
monthly
every month of the posts. And also the post. It is also a toolto use for
failure of any engagement between
various
Common tools of finding thesuccess or reach and
view of the
Comparison. it shows the comparable
months.
23 | Page
 335
267
Reach Engagement
s

4,680,S92
4,133,968 4,023,334
3,793,929
3,259,835

1,¿c0.725

861156
330391 339445 B88466 442031 626786 397309
377439

JUN JUL AUG SEP 0CT NOV DEC JAN

MAY

The
From here we can see that the engagement was increasing from may onwards.
peak reach was in November and then slowly it declined.

6.1.2. Engagement vs Reach

engagement ration of
Engagement vs reach is the ration by which we get to know the
engage able. Some post is announcement post.
the post. Not each and every post will be
post which only conveys information. Such as
Some post wishes people and there is some as
months are
details. Here the months start from May which is denoted as 1. And other
offer engagement
At first there were a lot of
follows which ends with the 10" month February. Then
posts from the face book page, then in the middle the overallposting reduced.
based
engagement increased again. And at the end the engagement slowly
from November the
reduced.

14.00%
12.00%
10.00%
8.00%
6.00%
4.00%
2.00%
0.00% 9 10
6 7
4 5
1 2 3

24 | Page
 .histime the activity based posts varied. Not always these kind of posts were there.
November December there were alot of postthat generated alot of cngagement. So at
On cngagement was high enough. Then from end of December the cngagement
thattime the
posts were not there. But still the spill over of previous campaigns managed to accumulate a
engagement.
decent amount of
impression
61.3. Average cost per
This is the number of what the cost has been incurred to acqire one impression. The
aer the number the better it is. But still it depends on many other things. Such as the type
per day is low and the text
of post, thc amount of posts posted in a day. If the number of post
in &Dost is low, then the post is more likely to be viral and spread.
Then the costs come
down.

0.00040 0.00037

0.00035
0.00030
0.00028
0.00030 0.00028
0.00025
0.00024
0.00025 0.00022 0.00021
0.00021
0.00020

0.00015

0.00010

0.00005

0.00000 Oct Nov Dec Jan

Jun
Sep
May

6.1,4. Average cost per engagement

This cost is a
of engaging one person into apost.
Costper engagement refers to the cost more fruitful to
valuable than the average cost per imprcssion. This is much
ue more that much
the organizations digital rcach. This cost incrcases if the post is not
ercasc
number of post per day is too high.
tactable, or the viewer has less to interact or the

25 | Page
 MiperCat a1216
00160

0 0140
0.0134 0.0132
0 0120
0.0112
0 0100

00080
0.0061 0.0063 0.0077
0.0052 0.0055
0.0060

00040 0.0029

0.0020

0.0000
1 2 3 4 5 6
9

Here in the chart we see that in the first month The

numbers are low but slowly
inereasing because the number of post was gradually increasing. That's why the cost per
enoagement was incrcasing. Because the targeting of all the post is totally the same. So
feeding the same audience with multiple post and generating equal number of
engagement is
costly.

61.5. Organic vs Paid reach

There are two types of reach. One that generates naturally. That is called organic reach.
Another type of reach is the paid reach. In this type of reach the reach are got by paying. This
ratio is alsoanother indicator of howpopular your post is becoming. Better the post he more
Organic likes will it generate. Besides being popular also the numbers of posts are key role
players here.

100.00%

90.00% 84.46%
86.13% 86.32%
81.14% 80.91% 81.58% 81.82%
78.16% 79.78%
80.00%

70.00%

60.00%

50.00%
40.00%
30.00% 19.09%
21.84% 20.22% 18.18%
18.86% 18.42%
20.00% 15.54% 13.87% 13.68%

10.00%
0.00% 4
6 8 9
1 2 3

26 | Page
 Engagementpost vs Carousel
61.6.
Thereis a new type of post name carousel post. These type of post are different than
engagement or other posts. Here the posts are there one product at atime and it's like a
other
carouscl.The results of carousel post and Engagement posts are given below

EngagementPostAds Carousel Ads

SO.00031-Cost per Reach $0.00017-Cost per Reach

S0.0114 -Cost per Engagement $0.00903-Cost per Engagement

6.2.Google Display Network

The Google Display Network allows to us connect with customers with a variety of ad
two million websites that reach
formats across the digital universe. This network spans over
while they're browsing their
Over 90% of people on the Internet. It can help you reach people
checking their Gmail account, or
favourite websites, showing a friend a YouTube video,
using mobile sites and apps.
Display. The Adwords Search Network
AdWords has two main networks: Search and
specific goods or services. The Display
reaches people when they're already searching for buying cycle. For example, if we
earlier in the
Network helps us capture someone's attention about the best
supply store, we can catch a mom's eye when she's reading reviews
Tun an art the car seat and heads out to buy.
puts her toddler in
brands of washable paints, but before she

Results from one campaign

$336.72
Budget Spent
751,185
|Impressions
13,973
Clicks
0.024
CPC (Avg)
CTR 1,86%

6.3. Fan query very

questions about the post. This is
their their
Fan query is the part where the fans ask thinking and what is
target market is
what our the
essential because it helps us to know
engagement. This is one primary source to get know
audience.
ftaergetedbackmarket.
regarding the post and
to
communicate with the target
directly
And this isverygood way 27| Page
Unique Fan Interactions
15,176
Incoming queries 24,590
Average Response time 1 Hr
Response Rate 73%
 CHAPTER 7: FINDINGSs,
RECOMMENDATIONS & CONCLUSION
7.1. Findings

After analysing the data, I have found some valuable

findings that needs to be
mentioned. These are as follows.
The post from this page has been in consistent. This in
consistency is in terms of post
types.
The campaigns are the actual reason why the reach and the
engagement used to
increase.
People do not like to see regular sell posts. They want more interactive post. That is the
reason why the campaigns are always successful.
It is really harmful to post several times aday and boost it. It reduces the effectiveness
of the boost thus the cost per result increases.
Sale post are costlier to reach then normal posts.
Carousel posts perform a lot better than the engagement posts.
Interactive campaigns create more organic reach.
Google was not used on a broader scale for advertising,
The sales postswere too many at the late stage.
The brand building posts stopped during the last months.
Targeting was not proper. There were fan queries, but there are also a lot of off topic
comments. This resembles the targeting of the ad set was not proper.
7.2. Recommendations

There are some recommendations depending on the findings from the data analysis.
These are the area where the organization can develop its digital foot print.
Meena bazar needs to come up with brand building campaigns. Campaigns that can
people relate with themselves.
They can also show the AV story of their unique products or local made/procured
products.
The posting has to be consistent focusing moreon brand building andengaging.
The number of post per day should not be more then 2.
Carousel posts needs to increase.
Numberof sales posts should be reduced and the posts should be interesting.
Google needs to bc used more to reach unique customers.
There is also a chance to increase the effectivity of targeting of ad sets. This targeting
needs to be considered.
Page has to interact with people in various social events
7.3. Conclusion
current scenario we can see one
Looking at the past scenario (before Facebook) and the
little say in the company's product
ObVious shift in market. In the past, consumers had very
29 | Page
design, teatures, or performances. But today, they have a lot of knowledge and they can Very
easily communicate with the brands. Today, the consumers are the kings and queens and
most companies strictly follow the theory."Your customer is always right":
With the consumers becoming more aware, social media is becoming a key platorm
where theconsumerscantalkaboutthebrands.Havingapositiveonlinepresenceisakeyissuethat all
brands must consider because through this, they can, if not control, but at least Channel
conversations to the way they want.

Analyzen, being the first of its kind, should step forward and make the changes as
recommnended in the previous section to ensure the proper growth of the industry.

huge revolution-Mark
It's best to end with a quote from the man behind this
Zuckerberg, CEO & Founder of Facebook: "When you give everyone a voice and give people
power, the systerm usually ends up in are all good place."
And social media has just done that- given everyone a voice and power.
CHAPTER 8: BIBLIOGRAPHY

Social Media Marketing: Wikipedia. (2012). Retrieved July 5, 2013,

from
Wikipedia:ht p:/ en.wikipedia.orgwiki/Social_media_marketing
Actionable Marketing Avices: Smart Insights. (n.d.). Retrieved July 6, 2013, from
Smart Insights:http:/lwww.smartinsights.com/social-media-marketing/
Evans, D., &Mckee, J. (n.d.). Social Media Marketing. Wiley Publishing.
Meena Bazar - https://www.facebook.com/meenabazar.bd/
Bangladesh Bank - www.bangladesh-bank.org
Facebook Insights - www.facebook.com/insights
Google Analytics - http://www.google.com.bdanalytics/
Facebook Brands Statistics in Bangladeshhtp://www.socialbakers.com/facebook
pages/brands/bangladesh/

31 | Page