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Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
Case Study   Social Media
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Case Study Social Media

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  • 1. SOCIAL MEDIA INTRODUCTION
  • 2. 1930 HOW TO WIN FRIENDS & INFLUENCE PEOPLE Make them Remember Be a good Think about Be genuine Smile feel Be sincere name listener their interest important Inspired: Dale Carnegie, 1936
  • 3. 2010 HOW TO WIN FRIENDS & INFLUENCE PEOPLE ENGAGE APPROACHABLE CONNECT LISTEN ADD VALUE AUTHENTIC Social media world
  • 4. The place where we make friends & The way we make friends & influence influence people HAS CHANGED… people HASN’T CHANGED…
  • 5. WHAT ARE CONVERSATION DESIRED TRAIT ? 1 2 3 4 5 6 Honesty Openness Engaging Interesting Relevant Listening
  • 6. YES . It is frictionless conversation in a Is social media conversations connected online environment happening online?
  • 7. WHAT IS RIGHT SOCIAL MEDIA MARKETING STRATEGY?
  • 8. UNDERSTANDING SOCIAL MEDIA MARKETING “You are there only “Generate “Develop if they can find awareness of capability for you” your products or people to services” contact you online.” Brand Sales, Visibility Engagement Awareness Promotion Leads “Provide “Build Trust & information to Credibility with engage people potential ongoingly” customer”
  • 9. 1 Engaged Customer 1 Paid Ads at Content Sites, Portals, Forum etc. ORM 3 Personal Networks Banner Social Networking microsite Sites Ads 2 Engaged Prospect 2 Paid Ads at SNS SEO Application, Community
  • 10. WHAT CAN YOU ACHIEVE FROM SMM? Ongoing Online Brand Lead ORM Sales engagement Presence Building Generation
  • 11. HOW CAN YOU EXECUTE SMM? 1 2 3 4 5 Community Content Presence & Moderation & Viral Campaigns development for Proliferation participation at reputation for reach and brand promotion across the top forums, blogs management engagement and sales Internet
  • 12. SOCIAL MEDIA IS ALL ABOUT ENGAGEMENT
  • 13. DELL-HELL – A SOCIAL MEDIA LEARNING
  • 14. Dell Inc. Dell Inc. is a multinational information technology corporation that develops, sells and supports personal computers and other computer-related products. Today every Fortune 100 company does business with Dell. The company sells personal computers, servers, data storage devices, network switches, software, and computer peripherals. Dell also sells HDTVs, cameras, printers, MP3 players and other electronics built by other manufacturers
  • 15. Jeff Jarvis In July of 2005 Jeff Jarvis of Buzz Machine bought a lemon from Dell. He paid a premium for a four year in-home service plan. Jarvis, when started facing problems with the Dell computer, contacted Dell engineers to fix his computer. On repeated request when they refused to come to his house and fix his computer, Jarvis got angry and started complaining about it and began blogging. The other unhappy customers of Dell also joined Jarvis on the blogosphere. This group of bloggers engaged in open warfare against Dell. Jarvis' widely circulated criticism had triggered hundreds of bloggers to publicly complain about service they've received from Dell's technical support.
  • 16. Michael Dell The blogosphere exposed a customer service problem that had been there all along. The problem was not about Jarvis blogging. The problem was that Dell just didn’t care about its customers. The impact of the collective blogging was enormous. The blog Dell-Hell by Jarvis single handedly brought down Dell. He hurt their stock price. He hurt their reputation. The damage was so severe that Michael Dell returned to run the company after three years. Dell focused on improving customer service quality; Dell started engaging with the bloggers and social media experts; and it came close to the customer and engaged them in the product development process.
  • 17. Campaign – IdeaStorm and StudioDell To manage the fiasco, Dell started to address the core issues by investing an additional $150 million in their customer service operations. In 2006, Dell launched an official customer services blog. In February 2007 Dell launched IdeaStorm and StudioDell. IdeaStorm allows Dell users to feedback valuable insights about the company and its products and vote for those they find most relevant. StudioDell is a place where Dell users could share videos about Dell- related topics.
  • 18. Dell’s social media engagement The idea of social media networking was to address the core issue and engage the customer rather than managing the customers. The seriousness of Dell’s social media engagement is reflected in the chief blogger, Lionel Menchaca, statement when he says “I agree with what Jarvis had to say: instead of trying to control information that was made public, we should have simply corrected anything that was inaccurate. We didn't do that, and now we're paying for it.”
  • 19. Dell’s social media engagement Dell Earth The engaged customer throughout the social media world are the leading voice of computer manufacturers in social media environments. Dell has exceptional social media presence. At the nadir of the social media curve 49 percent of blog posts were negative, today it has come down close to 22 percent. Direct2Dell currently ranked about 700 on Technorati, among the highest corporate blogs; it gets more than 5 million unique views per month. IdeaStorm is doing good and over 7000 ideas have been submitted. Studio Dell gets more than 200,000 views per month. These figures will keep changing and if Dell is engaged with its customer it can only go better.
  • 20. Dell’s social media engagement Today, the Dell community has become more engaged and strong. It became customer friendly to the extent that it started owning their mistakes. Once they also put one of its exploded laptops on its blog to admit, yes, there is a problem and it caused by the battery manufacturer. What can be better result than the impact? Moreover, the company has done a lot to turn its brand around, and it is working.
  • 21. A-STAR – SOCIAL MEDIA INITIATIVE
  • 22. Alto-Star A small piece of information for all those who still don’t know, A-Star means Alto-Star. Suzuki A-Star is the next generation Suzuki Alto. It is also known as the Suzuki Celerio or Nissan Pixo. December 2008, A-Star was launched in India by the Indo-Japanese auto maker Maruti Suzuki. In India, the car has been in the news since the time it was on the concept stands at Auto Shows mostly for the Indian connection in its design cues, and fuel efficiency.
  • 23. Alto-Star Maruti Suzuki A-Star features a sporty-designer looks. It is equipped with state-of-the-art technology that promises to deliver a wonderful driving experience. A Star houses a brand new KB series 998 cc engine under its hood that delivers 67 PS @ 6200 rpm and an exceptionally good torque of 90 Nm @ 3500 rpms. If the technologic specification is not enough the car promises to be the most fuel-efficient car in its category with an exceptional mileage of 20 kmpl.
  • 24. Alto-Star The A-Star is positioned as ideal car for the ambitious, daring and dynamic youngsters. This is a car for the young individual who fall under the age bracket of 25-35 years. The car is a perfect match for the youth of India who wanted something new, a trend setter, a potent, and a futuristic car which claims to thrill and the feeling of being successful and invincible. The car which was designed for the net generation had a killer online campaign. The launch of the car preceded by an active online campaign which created buzz and arouse interest in the product. The campaign was divided into two phase – pre launch and post launch.
  • 25. Alto-Star The objective of the pre-launch phase was to act like a teaser campaign to create buzz within the core TG and to attract them for repeated visits up till the actual launch. The primary aim of the campaign was to connect with the identified TG of the A-Star – male group ranging from 25 – 35 years of age.
  • 26. Campaign Engagement property - You tube Engagement property - Twitter The pre-launch site holstered 2 animated virals which caught the pulse of web browsers with its humour & style. The virals were infused with witty themes, funny lines and funnier visuals. The virals took digs at classic Bollywood through the times starting from Sholay to current hits. We can still watch tem at you tube. The other viral had star kids in focus each resembling their respective celeb-father. The pre launch website was designed for the engagement with focus on stickiness. The prelaunch site had a grungy design , a fun stress buster game, and it also ran a ‘Stop@Nothing’ contest. The creative them ‘Stop@Nothing’ is a regular feature at the site . Maruti continued with the them after launch of the product and even today they use the them to run various other campaign. Source: twitter.com/suzukiastar, marutisuzukiastar.com
  • 27. Campaign The objective of the post-launch phase was to create an online brand identity for the A-Star, attract the TG, provide information, and other value added elements. The post launch campaign was more of the brand association campaign. The beginning of the post launch social media campaign was dramatically coincided with the website transforming into the new features. The post launch website retained the grungy look and feel with a catchy track playing in the background. As the product was unveiled the post launch website carries all the necessary info about the A-Star, the technological prowess that went into its making and a remarkable inside-out showcase of the car. The new website was more informative and also contained other useful tools like the dealer locator and an option to book a test drive.
  • 28. Campaign Engagement property - Facebook Engagement property - Stop@Nothing’ Engagement property - ‘Stop@Nothing’ The contest - ‘Stop@Nothing’ was declared open which urged users to submit entries that stated how they ‘Stop @ Nothing’. It was a campaign designed to attitude shared with the much awaited Star! The winners of the campign - ‘Stop@Nothing’ were presented with sporty Tissot watches and the pre launch phase came to an end. The end of the prelaunch campign - ‘Stop@Nothing’ was not her end of the them. The post launch website also has a fun zone aptly named the ‘Stop @ Nothing Zone’. This zone includes interesting games, a photo gallery and the post launch contest which waved the grand prize of meeting with the latest sensation in the Indian movie industry, Mr. Farhan Akthar. In recent times it campaign rockin party is just a click away .
  • 29. GANG OF GIRLS – A SOCIAL MEDIA EVOLUTION
  • 30. Sunsilk Sunsilk is a hair care brand, primarily aimed at women. It is produced by the Unilever group. Sunsilk shampoos, conditioners and other hair care products are sold in 69 countries worldwide.
  • 31. Sunsilk – Gang of Girls In 2002 Sunsilk sponsored the Miss India pageant and decided to establish an online presence for the endeavor. The success of this activity spawned the idea of developing a portal for young girls and soon thereafter the Sunsilk Naturals digital initiative Sunsilknaturals.com came into being. The Sunsilknaturals.com had 100,000 registered users and it offered hair suggestions and had an active message board where members took discussions beyond hair care. The initial response and success of the Sunsilknaturals.com strengthened the idea of launching a community led website for the girls. Source: bcwebwise
  • 32. Engagement property July 2006, FMCG giant HUL launched Sunsilk Gang of Girls, an online social networking website built around its leading beauty shampoo brand, Sunsilk. It got great response on the launch and in just 36 days managed to attract 100,000 members. The content on the site goes beyond hair care and styling information to blogs, job offers, games, contests, music loungs, forums etc. It also has a makeover machine in which the members could upload their photographs and get an online makeover by trying out new hairdos, eye shades, lip-color, etc. Moreover, Gang of Girls has various tools and activities which are designed to enable the target group to have fun, and provide a sense of emotional bonding. Source: bcwebwise,
  • 33. Online promotion meets offline activities Gang of Girls was launched with a media blitz in broadcast, print, outdoor and online media. It also made extensive use of public relations to promote the site. To increase awareness of the site HUL conducted mall activation programs and participated in college youth festivals. Source: bcwebwise, andhranews.net
  • 34. Engagement property In November 2006, it was reported that the site had generated 200 million hits and got on an average 12 million to 13 million page views per month. In March 2007, HUL launched the Gang of Girls TV where members could upload their videos and share them with the other members. By March 2007, the number of registered members had crossed the half million mark, with about 30,000 gangs. The other interactive features like Makeover Machine, the Sunsilk Buddy, the Life Can’t Wait, Rhythm Lounge helped engage the Gang of Girls.
  • 35. Sunsilk – just a beginning The word-of-mouth advocacy generated by such efforts would go a long way in building a brand. Moreover, in the form of the Gang of Girls, HUL offered a platform where the target group could engage without the constraints of time and location. The success of Sunsilk Gang of Girls, over the years, has given way to the launch of Gang of Girls websites for each of a number of countries in South and South-East Asia. Source: indonesia.gangofgirls.com
  • 36. ZAPPOS – A SOCIAL MEDIA CULTURE
  • 37. Engagement property Zappos.com is an online shoe and clothing shop, based in Henderson, Nevada, USA. Since its founding in 1999, Zappos has grown to be the biggest online shoe store. In November 2009, Amazon.com bought Zappos for $1.2 billion. Zappos used loyalty and relationship marketing as a business model for the success. The primary sources of the company's rapid growth have been repeat customers and numerous word of mouth recommendations. Zappos has a stated goal to offer "best service in the industry." It promoted benefits like free shipping both-ways, 365-day return policy, and 24X7 call center
  • 38. A customer centric company Zappos.com is a company known for their customer service and use of social media as a tool to communicate with customers. It is important to note that customer services is the number one priority of the company, sales is not. Zappos wants the customer, to have an outstanding shopping experience every time they do business with them. It is a customer centric company and all its customer and prospects are highly engaged and involved. The company's culture focused on making sure every interaction with the customer results in them saying, “That was the best customer service I have ever had.”
  • 39. Engagement property Zappos uses various customer interaction channels including telephone, email, Twitter, blogs, streaming video, Facebook, YouTube and others. The most remarkable of all the social media efforts of Zappos as the company is, Twitter. Zappos has a dedicated page for Twitter on its site that's linked to from every other page on the site with the words – “what are Zappos employees doing right now?” There's also an employee leader board that shows who's on Twitter and how many followers they have.
  • 40. Zappos has worked uncompromisingly at bringing humanization to what can be an extremely cold online experience. It has infused life into online marketing. The success of Zappos depends on two elements viz., service and culture. The employees of zappos believe that their culture is unique as it offers the company a competitive advantage and they use social media to project their unique culture to the world.
  • 41. All the employees of Zappos have a Twitter account dedicated to service issues. They uncover service opportunities, initiate response, amplify praise, and reinforce service reputation. Zappos also manages its culture over social media. At Zappos, all employees have Twitter accounts and the new hire is consistent with this culture of service. At Zappos most of their social media initiatives are about exposing the people, who through their actions reinforce the company’s competitive advantage. The honest and transparent approach makes the company real.
  • 42. Best Customer Service The CEO of Zappos leads by example, he communicates about his passions. He is honest and transparent. He has personally invested in Social Media. Zappos as a company measures the social media return on the parameters of culture and service. They don’t calculate it’s ROI on sales as they don’t consider it a traditional marketing channel. Zappos is clearly the new generation company which is forging a new era of business. They are just not selling products but they are engaging customer They are making personal and emotional connections. We must understand that Zappos doesn’t sell product with the help of Twittering and blogging. They just engage and measure the reaction over the social network. The company really builds relationships with customers with the help of telephone calls and the email conversations.
  • 43. Madhumita Chaturvedi Braj Mohan Chaturvedi
  • 44. THANKS

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