METEOR SOLUTION:

Measuring the Value of Social Media Marketing

CASE ANALYSIS BY
GROUP 12 SECTION A
Akash Vashishtha

FT161009

Amal Goswami

FT161012

Ankush Ballal

FT161019

Utkarsh Sethi

FT161099

Vineet Khandelwal

FT161105

CASE BACKGROUND
Capcom, creators of Resident Evil approached Ayzenberg for advertising of
RE5
Capcom partners with Meteor Solutions to measure, buy, and optimize WOM
traffic with the precision of paid media.
The motive of the campaign was to generate a Word of Mouth online
campaign to generate curiosity among the potential users of the game,
The campaign created a website Kijuju and encouraged the game
enthusiasts to participate in various activities to unlock the additional content
on the website.
The participation was overwhelming, with over half a million users unlocking
the website and 190,000 redirected by friends averaging 24 references per
person.

PROBLEM STATEMENT
Calculating the ROI of the RE5 campaign
Would Meteor Solutions suit products with
lower involvement or less passionate
customers?
Best Metric to capture the performance of
Social Media Marketing?

TRADITIONAL COMMUNICATION
TECHNIQUES
REVOLUTION OF MEDIA
1.

Print Media

2.

Two-Way Communication

3.

Recorded Media

4.

Radio and Television

5.

The Internet

PROBLEMS OF TRADITIONAL
MEDIA
It either supports one-to-one or one-to-many.
The media that is good at creating conversations is no good at creating
groups.
The media that is good at creating groups is no good at creating
conversations.
So a message that is broadcasted over television and radio is same for
everyone and not a one-on-one message.
This problem is primarily solved by the social media, by providing a manyto-many modl of communication.

TODAY MARKETING SUCCESS IS

EARNED

SO HOW CAN ROI BE

MEASURED?

CASE STUDY
GOAL:
Accelerate awareness and excitement around Game Launch
STRATEGY AND PLAN:
Display Advertising Directing Traffic to Viral Promotion
TACTICS:
Drive traffic with ads and word of mouth
Video series encourages repeat visits and WOM
Community unlock of video content fuels sharing.

GAME CAMPAIGN RESULTS

MEASURING METRICS
A typical metric is shown on the
right
The top row consists of the
amount spent on different
channels of marketing like, paid
search, natural search, display
advertising etc.
Then the number of visits should
be tracked and divided into direct
and under each of the marketing
type.
Then the conversion rate can be
tracked and based on this the ROI
can be calculated using simple

RECOMMENDATIONS TO
FOWLER
Ask for the data regarding the direct visits and the indirect visits.
Categorize them under the marketing strategy employed by Ayzenberg.
Then calculate the conversion rate under each of the category.
Amount spent on each marketing channel should be calculated
Then based on this data, the Return on Investment or in this case Return
on Social Media marketing can be calculated.
This will provide more insights into the campaign and help Fowler decide
if Meteor solutions is suitable for other products and services as well or
not.

THANK YOU