Marketing Application on Social Media Platforms

This report discusses the different ways of marketing an application on social media platforms like Instagram, Facebook, and YouTube. It focuses on the goals, strategies, and ad campaigns for each platform. The target audience is working professionals in Singapore, and the goal is to increase downloads of the application by 30%. The report also explains the metrics for measuring the success of the marketing campaigns.

Running head: INTERACTIVE MARKETING 1
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SUBJECT CODE BX 3081
STUDENT FAMILY NAME Student Given Name JCU Student Number
RAJ SHANKER 1 3 6 5 7 6 1 3
ASSESSMENT TITLE Assessment 3: Report
DUE DATE 07/06/2019
LECTURER NAME Mr Sim Guan Lim
TUTOR NAME Mr Sim Guan Lim
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Student Signature
SHANKER RAJ. Submission date: /06/2019
Application video : https://www.youtube.com/watch?v=syi-a-hs39M
Product Video: https://youtu.be/QDOM2tGgVSA
TEAM C2.

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Introduction:
In this report we shall be looking at the different ways of marketing the application
that we have launched. We shall be using three different social media platforms for doing so
and they will be Instagram, Facebook and YouTube. We have chosen these three platform
because of their penetration into the society in huge. YouTube is 71%, Facebook is 70% and
Instagram is 44% (hashmeta.com, 2019). The importance the penetration that the social
media has is important as this helps us reach any particular target audience at ease (Aichner
& Jacob, 2015). Our goal set for this week is to reach all the working professional who
handle the sales and marketing for any firms located in Singapore. We chose this target
market as they are the people in a firm that has to travel a lot for their job throughout the day.
Amongst this, we are targeting at the professionals at the age of 24 to 35 as this is the time
when a professional is growing and cannot afford to buy a car and this makes them to travel
via cabs and public transport. The goal from this marketing campaign is to achieve at least
30% more downloads of our application from the apple store and play store. This will help us
understand that the audience that we targeted have gained knowledge regarding how our
services will be helping them in saving their income at the same time by enjoying the luxuries
of cabs and not having to be late for anything. The goals set for this campaign is quite
attainable if it is executed well.
Also, the strategy that out team will be using here is Social Media Marketing (SMM).
In this, we shall be using pictures, videos, and texts that will attract the eyes and increase the
knowledge regarding our services amongst the target market.

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Discussion:
Mock-up pages-
Facebook- Originally Facebook was only considered as a common platform for connecting
to friends and family but with the increasing users in the social media platform, brands started
targeting available audience. The aim of selecting Facebook as a marketing communication
tool is to penetrate a wide range of audience with attractive and engaging media. The Specific
objective of Facebook marketing campaign is to penetrate into the market and combining
affordability with luxury. The Measurable goal for the Facebook campaign will be to have a
penetrate rate around 60 percent for the existing and potential cab users. The Achievable goal
for Ride Wise will be to convert the existing cab users and provide solutions for the potential
cab users (solution for the hustle and cost), the realistic goal will be to target working
professionals by depicting solutions to their problem in the designed ad. The time bound goal
of the company is based on achieving a positive rate of customer response through the social
media ad campaigns. Targeting the working professions, based on the age group of (24-35)
acted as a base in designing the ad.
According to the Blue Ocean strategy, Ride Wise aimed at designing ad campaigns
which can stimulate new demand in the existing and/or potential market. Blue ocean strategy
helped in designing an effective ad campaign based on the factors of low cost and
differentiation (Gómez, Lopez & Molina, 2019). The ad campaign of Facebook represented
the existing and potential concerns related to booking a cab. Ride Wise do not compete with
any particular company as it is known for providing a comprehensive solution for the target
audience by combing the cab companies in the list. The Facebook ad of Ride Wise was
designed for relating to the youngsters who experiences various issues like affordability,
hassle of selecting a cab and the aspect of convenience. The tagline presented in the
Facebook ad campaign post is ‘Combining affordability with luxury’.

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Instagram
The reason for selecting Instagram as a platform for creating awareness of Ride Wise
is its increasing popularity. The customer engagement rate of Instagram ads sums up to
around 70 percent of the total ad campaigns. There are more than 500 million users who are
using the application on an everyday basis.
Moreover, the possibility of being active in Instagram for the target audience of Ride
Wise is very high as they needs to social affiliation by positing content in social media
platforms. The Instagram ad campaign of Ride Wise aims at increasing the inquisitive feeling
amongst target audience, it can act as a base which sets the tone for the actual feature of the
company.
According to the Blue Ocean strategy, the ad campaign of Ride Wise for Instagram
was designed based on the motive of creating new demand by responding to the existing or
potential concerns regarding booking a cab. The strategy of transforming a company into
Blue Ocean helps with constructing the differentiating features, which eliminates the
possibility of competitors (Hallock, Roggeveen & Crittenden, 2019). The Instagram ad
campaign of Ride Wise was created for making people aware of the increasing concerns of
booking a cab under a single post. The interactive post demonstrated the concept of co-
creation by encouraging the target audience to list out the concerns (Fay et al., 2019). The ad
campaign was simple yet effective as it let the consumers speak for the company. The post
was accompanied by the tag line ‘Issue with booking a cab?- Ride Wisely by Ride Wise’ and
the post content with a hashtag ‘#affordabilitymeetsluxury’. The campaign demonstrates an
effective manner of creating company awareness through a simple consumer engaging
message content.

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YouTube
The reason for selecting YouTube as a communication medium is understanding the
opportunity of extensive consumer reach. The platform of YouTube is becoming a flexible
medium of targeting a specific group of consumers through the assessment of viewing
patterns. YouTube is considered as the top 2 search network. The active user ratio and brand
engagement capacity is unimaginable for the YouTube brand.
The YouTube ad campaign of Ride Wise was designed base on the aim of increasing
brand awareness and for increasing the application and/or website traffic of the company. The
ad campaign of YouTube will be focussing on both paid and organic medium of
communicating the features and advantages of the brand for maximum exposure (Pereira,
2019). The organic method involves uploading a well-structured video explaining the features
and content of the product of Ride Wise and after spreading awareness of the company’s
offering an image can be inserted in video content of YouTubers by paying a certain amount
for the purpose of appealing to the target audience.
According to the Blue Ocean strategy, the YouTube video and image was designed for
the purpose of creating an effecting and informational ad campaign for demonstrating the
usability features and application content of Ride Wise. The ad reflects the compatibility
feature, presents the information about other social media presence and can engage the target
audience by depicting concerns. YouTube ad campaign of Ride Wise demonstrates the
differentiating factors of the app by eliminating the possibility of the competition as the
company amalgamates the list of cab companies with various price and value ranges for
customer’s convenience. The ad campaign of YouTube was cost effective and flexible for
targeting a wide-range of working professionals.

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Facebook ad campaign:
The ad of Ride Wise for Facebook depicts a medium of communicating the solution for the
potential concerns of the working professional. The ad portrays the perception and concerns
of the professionals and how Ride Wise can be the solution for their concerns. The Facebook
ad demonstrates the thinking process of the target audience and targets the concerns and
indecision points for communicating the features of the ad (Refer to Appendix Image 1). The
Facebook ad can be considered to be a consumer engaging medium as the target audience
will be able to relate to the demonstrated content will is originally the concerns related to
booking a cab. Tapping to the feature of offering affordable cab riding option, this Facebook
ad of Ride Wise have included the thinking process of working professions in a ‘relatable’
manner.
Instagram ad campaign:
In the Instagram ad of Ride Wise, a simple picture of a car with the name of the brand can
represent a strong message. The picture with the post ‘#affordabilitymeetsluxury’ can
construct inquisitive feeling for the target audience who are concerned with the increasing
cab prices, the hassle of getting a valuable option and the concern with the lack of options
(Refer to Appendix Image 2). The image with the post can be advertised in Instagram
accounts by understanding the pattern of social media behaviour in the account (Dolan et al.,
2019). The interactivity of this ad can be enhanced by asking people to think of any possible
concerns in relation to booking a cab and that all the concerns can be responded by Ride
Wise.
YouTube ad campaign:
https://www.youtube.com/watch?v=syi-a-hs39M
The YouTube ad is designed to demonstrate the details of the application which will be the
user interface for the target audience. The YouTube ad message depicts the user friendly
nature of the Ride Wise application and the features of booking one. The YouTube ad

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presents a comprehensive details functional areas of each options in the application,
download compatibility, company aim and information, features and reward system. The
YouTube video can be associated with an image, which can advertise the presence specified
social media pages (youtube.com, 2019). An advertising image appealing for downloading
the application of Ride Wise as a solution for all the concerns regarding cab booking. The ad
(image) can be used in the form of a separate ad by paying a certain amount for exposure in
the related videos of YouTubers (Refer to Appendix Image 3). The ad campaign of Ride Wise
can be communicated to the target audience by buying ad space in the content which are
usually watched by working professionals, like professional presentation tips, easy cooking
recipes for working class.
Facebook- Measuring metrics:
 Engagement- The engagement of the target audience can determine the application of
the strategized ad post. The totality of actions an audience took for the post, sharing in
her/his account, clicking the link or post, leaving comments or reacting through signs.
The data of engagement for the Facebook ad can be measured through Facebook
analytical tools and/or Facebook insights (Mishra, 2019). Popularity in the list of
engagement can lead to the benefit of being showcased in target audience’s feed by
Facebook.
 Reach- This is another criteria, which can present the success ratio of the posted
Facebook ad. The reach of the target audience does not simply demonstrated the
number of people who has been exposed to the ad, it reflects effective targeting.
Reach of Facebook ad of Ride wise can be measured through page insights and
specifically through ‘reach tab’. The reach can be planned in a combination of organic
and paid range for Ride Wise (Pereira, 2019).
 Impressions- Impression is somewhat similar to reach but can contribute for
measuring the success of Ride Wise Facebook ad, as impressions determines the

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number of times the ad has been seen by a single person. Ride Wise can make use of
this value as it will reflect the applicability of the post, which aimed at relating to the
concerns of the target audience. Facebook analytics demonstrates the graph of
increasing or decreasing rate of impression on a per day basis (Lin & Kim, 2016).
 Referral traffic- The Facebook referral traffic can demonstrate the number of visitors
for the Ride Wise application or website, who has been directed through the Facebook
ad post. It can be found in the option of Google analytics in the acquisition, social and
then in network referral.
The KPI for Facebook ad from Ride Wise are:
 Click Through Rate- Total amount of clicks by amount of received impressions
(Muller & Peres, 2019).
 Cost Per Click- Money or resources spent by the total clicks (Arora et al., 2019).
 Cost Per Purchase- Amount spent on ad campaign of Ride Wise by number of the
purchases.
Instagram- Measuring metrics:
 Growth rate of followers- The count of the followers will not be enough for Ride
Wise, the growth rate of the followers can demonstrate the level of engagement or
attraction the campaign have created. Growth rate is the calculation of number of
added followers as compared to the last month to the number of followers in the first
month. Growth rate can also be calculated based on a monthly result.
 Engagement per Instagram follower- The engagement of the followers needs to be
measured based for a specific period of time by assessing the number of likes or in the
case of Ride Wise, number of comments to that of the existing number of followers
(Seo et al., 2019). Ride Wise can have a comprehensive result of their interaction
Instagram post by end of the month.

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 Reach and impressions- The reach and impressions of the Instagram post of Ride
Wise can be depicted from the tool of Instagram analytics, which presents an
overview of the number of time an individual audience have seen the ad.
 Number of comments- The number of comments for the Instagram ad will be
beneficial for understanding the rate of engagement and effectiveness for the posted
ad of Ride Wise.
The KPI for Instagram ad from Ride Wise are:
 Campaign Frequency- Total number of times an individual (target audience) have
seen the ad.
 Conversion rate- The conversion rate demonstrates the number of impressions of
target audience by the rate of conversions or application download of Ride Wise.
YouTube- Measuring metrics
 Video view- The views on the uploaded ad of Ride Wise demonstrating the features
and usability of the application can reflect the number of interested audience who can
relate to the solution given by Ride Wise.
 Watch time- The watch time of the audience reflects the effectiveness of the engaging
content of Ride Wise. It also demonstrates the efficiency of the content for holding the
attention of the target audience.
 Engagement rate can be demonstrated by comparing to the number of views in a
specific period of time. The comments and the rate of shares a video receives for the
YouTube ad campaign of Ride Wise can be determine the effectiveness of the ad
campaign.
 Application or website traffic- The number of downloads or visitors from the source
of the YouTube appeal can also demonstrate the effectiveness of the engaging content
on YouTube by Ride Wise.

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The KPI of YouTube ad campaign from Ride Wise are:
 Video Viewership- The frequency/time up to which the ad campaign is watched
(Hammerl, Leist & Schwaiger, 2019).
 Viewer engagement rate- The number of shares and comments can measure the
effectiveness of the ad campaign of Ride Wise.
 Application or website traffic- The number of downloads resulting from the target
audience engagement from YouTube ad campaign can measure the performance of the
ad.

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Conclusion:
Therefore, it can be concluded by the paper that social media marketing have become one of
the most effective and efficient tool for communicating the advantages and features of a new
product. The ad campaign of Ride Wise targeted the working professionals of age between 24
and 35. The reason for selecting for selecting the target audience is the concerns related to
affordability and convenience. The platforms selected for the marketing communication
strategy of Ride Wise are Facebook, Instagram and YouTube. The message demonstrated for
the all three ads aimed at engaging or involving the target audience. The ad campaign
focussed on the factors of increasing product awareness, relating the audience with the
content of the advertising campaign and increasing the application downloads from directing
the target audience through the selected medium. Ride Wise focussed on the content of
relating to the target age group (24-35) by depicting the potential and existing concerns of
booking a cab.

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References:
Aichner, T., & Jacob, F. (2015). Measuring the degree of corporate social media use.
International Journal of Market Research, 57(2), 257-276.
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media influencer index-insights from facebook, Twitter and Instagram. Journal of
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Mishra, A. S. (2019). Antecedents of consumers’ engagement with brand-related content on
social media. Marketing Intelligence & Planning, 37(4), 386-400.

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Muller, E., & Peres, R. (2019). The effect of social networks structure on innovation
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in Marketing, 36(1), 3-19.
Pereira, C. D. N. M. (2019). Comparing the effectiveness of different organic growth
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youtube.com (2019). Phone application. [Online] Retrieved from
https://www.youtube.com/watch?v=syi-a-hs39M

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Appendix:
Image 1: Facebook ad for Ride Wise
(Source: Created by author)
Image 2: Instagram ad for Ride Wise
(Source: Created by author)

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Image 3: YouTube ad for Ride Wise
(Source: Created by author)