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Social Media Case Study - Wipro e.Go using social media to engage and establish thought leadership

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A case study that illustrates how a technology brand like Wipro e.go used social media to build stronger engagement with its consumers and to establish thought leadership amongst online technology …

A case study that illustrates how a technology brand like Wipro e.go used social media to build stronger engagement with its consumers and to establish thought leadership amongst online technology enthusiasts.

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  • 1. Case Study for Wipro e.go
  • 2. Objectives
  • 3. What we did
  • 4. Stage I Reviving Presence
  • 5. Announcing Come-back Low Credibility and Dormancy– Initial challenges
  • 6. Customizations for e.go Twitter Page
  • 7. Customizations for e.go YouTube channel
  • 8. Stage II Awareness Making people know we exist
  • 9. Using Cyrus videos to create buzz Uploaded 1 Cyrus video per day. Sensational titles worked and some popular videos generated an average of 208 views/video.
  • 10. Cyrus Videos uploaded on 13 Video Sharing sites along with Facebook and Twitter
  • 11. Stage III Engagement Encouraging audience to contribute in response to posts
  • 12. Rapid Fire Contest Rapid Fire Contest got us 82 new fans in a week and 398 responses on 21 posts.
  • 13. Other Text based contests Contest on Useful Keyboard Shortcuts Such contests got us 70 responses over 6 posts. One Marathon task you’d like your laptop to do for you
  • 14. One word answer contests on Twitter We got about 24 responses to our one word answer contests on Twitter
  • 15. #funonego on Twitter Endeavour to project Wipro e.go as a thought leader 7 retweets received Fun tweets put under a hash tag called #funonego to increase engagement and visibility
  • 16. Image based interaction Photo Albums fetched us 55 responses over 4 albums. Fans talking the language we talk
  • 17. Interacting through Cartoons We reached a stage when fans posted cartoons before we did! Cartoon-of-the-day fetched us 220 responses over 27 posts Uploading 1 computer based cartoon per day
  • 18. Photo Tagging Photo Tagging done to gauge fans’ liking towards various models of e.go. Result= 54 responses on this photo album Election of the new Profile picture by asking fans to tag themselves on their favorite e.go picture
  • 19. Bollywood e.go Contest Used the hype around Bollywood celebs to enhance engagement. This fetched us 183 responses out of 8 posts
  • 20. DIY tips and photos on Twitter Uploading pictures of cool laptop bags. Retweet by a follower
  • 21. Introducing the Tablet PC Introduced fans to the latest addition to the e.go family- Tablet PC
  • 22. Test for engagement Checked if the popularity of the video depends on it’s title being sensational by re-uploading it with a new title Plausible reason for Cyrus videos not working– Content not engaging enough to generate any responses. Cyrus videos that got no response earlier fetched us 14 responses on 1 post this time due to increased interaction on FB fan page..Another step ahead in enhancing engagement
  • 23. Raising levels of engagement Polls Got us 279 new fans in 2 weeks and 32 responses over 1 post.
  • 24. Interesting Fan posts
  • 25. Rapid rise in interactions Registered a 5x increase in no of interactions per post over 2 months
  • 26. Increase in total interactions The no. of comments overtook the no. of likes indicating an increase in involvement of the fans
  • 27. Increase in fans Registered a 107% increase in the no. of fans since March 12,2010
  • 28. Stage IV Participation Participating in conversations online
  • 29. Recommending Wipro e.go
  • 30. Participation in Trending Hash Tags As a result of posting useful tech information, we have a new list following e.gobywipro
  • 31. Growth on Twitter No. of followers on June 10 th ,2010= 231 34 new followers since March 12,2010 Average Response/Tweet= 1.42
  • 32. Establishing thought leadership We made an attempt at solving computer related queries on Q&A sites to promote Wipro e.go as a thought leader.
  • 33. Q & A sites Their Question Our Suggestion Total no. of questions answered= 60 3 answers selected as Best Answers
  • 34. Best Answers on Q & A sites
  • 35. Initiating Conversations Conversation threads initiated to gauge what brands people were talking about in the laptop space Tech Related Discussion Forum Some Recommendations by the members
  • 36. Thank you