GiveIndia: On the Net for a Cause
商品編號：9B16A002
出版日期：2016/02/09
再版日期：2016/01/06
商品來源：Ivey
商品主題：International Business; Marketing
商品類型：Case (Field)
涵蓋議題：Online marketing, search engine marketing, SEM, customer lifetime value, cause-related marketing
難易度：5 - MBA/Postgraduate
內容長度：14 頁
地域：India
產業：Social Advocacy Organizations;
事件年度：2014
Started in 2000, GiveIndia is a web-based donation platform headquartered in Mumbai, India. It uses online tools and social media to engage with donors and encourage donations to be made to various non-governmental organizations. GiveIndia’s chief executive officer wants to develop a strategic approach for social media communication, which is gaining greater acceptance in India. As part of its online initiatives, GiveIndia has been running a search engine marketing program with Google Grants. The chief executive officer wants to optimize the program by using the right metrics. He is also interested in applying the concept of customer lifetime value to manage the donations. GiveIndia is already present on popular social media websites such as Facebook, YouTube, LinkedIn, and Twitter, but how can the company hone its strategic focus on each of these websites?
教學手冊：8B16A002;
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