Xoxoday.com: Customer Engagement through Social Media

Located in Bengaluru, India, Xoxoday.com was an online marketplace for experiential gifting. The company started by offering social gifting, and selecting corporations as its target market. In 2013, the company decided to cater to both the business-to-business and business-to-consumer markets and entered into the niche sector of experiential gifting. The value proposition of the start-up was to provide the best gifting solutions for customers while delivering an experience that would build memories. Heading into 2016, Xoxoday.com aimed to grow by acquiring new customers. It promoted its experiences extensively on social media platforms, but the company’s hard work was not paying off. Xoxoday.com needed to figure out what changes needed to be made to its social media plan in order to attract new customers.

This case is an appropriate teaching aid for an undergraduate- or graduate-level course on digital marketing or business analytics. It can also be used as an introduction to social network analysis. In a digital marketing course, the case is suitable for social media and customer engagement modules, wherein it would help students with understanding the role of social media in engaging customers and formulating a company’s social media plan. In a course on business analytics or social network analysis, the case allows students to understand network concepts and their application by constructing, analyzing, and critically assessing Xoxoday.com’s retweet network. After completion of this case, students will be able to<ul><li>understand the need for social media analysis;</li><li>identify which tweet characteristics increase customer engagement;</li><li>reflect on the balance between theory and practice by constructing, analyzing, and critically assessing a social network; and</li><li>understand the power of social network analysis and its applicability.</li></ul>

• customer acquisition