Ivey Publishing
Social Media Content Strategy at Ayojak
Product Number:
9B12A007
Publication Date:
03/28/2012
Revised Date:
03/28/2012
Length:
13 pages (10 pages of text)
Product Type:
Case (Field)
Source:
Ivey/ISB
Ayojak was an online event management product solution offered by Signure Technologies Limited, a firm established in 2007 in India and the United Kingdom that had product development and business development centres in Pune and Bangalore, India. As of May 2011, Ayojak had two operational products and two more products in the development stage. Ayojak provided an end-to-end solution to any event organizer, including 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.



To promote its clients’ events, Ayojak made extensive use of such social media platforms as Facebook, Twitter, and blogs. It 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 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 leveraging its social media presence, instead of using this presence merely as a promotion platform for its clients’ events.
Learning Objective:
  • To introduce students to the role and challenges of an intermediary in the social media context.
  • To help students to understand the crucial aspects of content strategy and show how content strategy can help a firm to build its brand identity.
  • To promote an understanding of the relevant metrics used to evaluate social media strategy.
  • To illustrate the challenges of building a business using only the online medium, without any offline marketing support.
Issues:
Disciplines:
Marketing,  Information Systems,  Entrepreneurship
Industries:
Information, Media & Telecommunications
Setting:
India, Small, 2011
Intended Audience:
MBA/Postgraduate
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Translations: Spanish (16 pages) , Simplified Chinese (13 pages)
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