Social Squared

1. Digital Media
Building Brands, Causes & Constituencies
Dec 20, 2012 BANGKOK

2. Is digital media
the same as
new media?

3. Why not call it
new media?

4. Because new
means …

5. Because new
means …

6. The cycle of change/growth
disappointment
growth
Hype
Realism

7. Re-imagination of
nearly everything*
* Mary Meeker, May 2012

10. Re-imagination of devices

11. Re-imagination of home entertainment

12. Re-imagination of Hiring

13. Re-imagination of News stories

14. Re-imagination of Life stories

15. overview
Building brands online
3 case studies of consumer brands
Causes
Stories that shook billions
Social media for non-profits
Actionable pointers that’ll work for you

16. The digital landscape

17. Maggi
A journey over the years

18. Maggi’s launch in INDIA, 1980’s
Resistance by age
KIDS
0 --- Age --- 80

19. Maggi’s, Mid 90’s
Resistance by age
KIDS + health
0 --- Age --- 80

20. Maggi’s, 2000’s
Resistance by age
health + happiness
0 --- Age --- 80

21. objective
Emphasize the personal bond
that people had with Maggi
over their lifetime
Maggi became Meri Maggi (My Maggi)
A 360 degree campaign to encourage people to
share their stories

22. Page: Meri Maggi
Page Likes: 1,261,195
Channel: Meri Maggi
Views: 37,788

23. Social presence

25. Impact
Maggi is a part of my life
Friendly personality, spreads happiness
Its easy to connect with Maggi at any age!

26. Nescafe
Know your neighbours!

27. Page: Know your neighbours Handle: @NESCAFEIndia
Page Likes: 2,161,139 Followers: 1,346
Page: Nescafé India channel: Nescafé India
Followers: 473 Views: 1,000,993
Subscribers- 117

34. What are these
brands doing right?

35. What if you don’t
have big budgets?

36. Go social with a
vengeance

37. Mad Over Donuts

38. Page: mad over donuts
Page Likes: 421,389
handle: Madoverdonuts
Followers: 7,939

39. ideas
Don’t advertise
Engage with your target group – young adults
Make them feel special:
- Personal conversation
- Contests – wear orange today, walk into our store
& get a free donut!
Give them a story to tell

43. ideas
Don’t advertise
Engage with your target group – young adults
Make them feel special:
- Personal conversation
- Contests – wear orange today, walk into our store
& get a free donut!
Give them a story to tell

44. Satyamev Jayate

45. About the show
Social conscience
A talk show produced by Aamir Khan productions
First Indian TV show ever to be simultaneously
aired on 5 private networks & a national broadcast
Simultaneously telecasted in 6 different languages
Concept of the show was kept under wraps until
the first episode was aired on May 6th, 2012

46. impact
Unprecedented
Show aired for an hour, but the online conversation
continued for days…

47. Most searched
‘Satyamev Jayate’ became the most searched term on
Google, in India, the day the first episode was aired.

48. Page: Satyamev Jayate
Page Likes: 715,660
Channel: satyamevajayateshow
Subscribers: 9,794
video Views: 2,360,423
Full Episode Views: 896,039
Handle: @smjindia
Followers: 18,555
Following: 65

49. A video where Aamir thanks people for their
tremendous response on social media

50. 28,550 likes 3,200 comments 4,362 shares
for a post on female foeticide!

53. Involved audience

54. Learning
People are no longer passive
They react about issues
For the first time ever:
- They can vent their feelings
- They can participate
Give them a chance to come forward
Society took notice, governments took action.

55. Do you recognize
this place?

59. Savita Halappanavar

60. Sparked an
international
debate

62. On the
streets
Online

63. Impact
Public uses social media to
push for new legislation
Photos and links to resources appeared on
Facebook and Twitter, where #savita and #ripsavita
trended for the two weeks.
Ireland is just one of more than 128 countries
where abortion is illegal or severely restricted.
Pro-life vs. pro-choice came alive again.

64. So how do we
start?

65. 7 pointers

66. 1
Choose channels
that suit your
needs.

68. Website
Facebook – largest social network
LinkedIn – professional network
Twitter – short messages
YouTube - videos
Blog – blogger/Wordpress
Slideshare – presentations
Wikipedia

69. 2
Identify people in
your organization
to execute.

70. 3
Segment your
audience &
customize your
messages.

71. 4
Differentiate &
be consistent.

72. Repetition
=
Memory

73. Repetition
=
Memory

74. Repetition
=
Memory Got IT?

75. 5
Drop the robot
speech.
Be personal.

76. 6
Leave your
footprint.
Spread the word.

78. 7
Don’t do social.
Be social.

79. IMAGES
http://www.maestrosocialmedia.com/wp-
content/uploads/2012/02/social_media_hub.png
http://thegospelcoalition.org/blogs/tgc/files/2011/09/Behind-Mic.jpg
http://www.guh.hse.ie/images_upload/OurHospitals1.png
Sources
Mary Meeker
Wikipedia
Social presence of Maggi, Nescafe, Mad Over Donuts, Satyamev Jayate
(not an exhaustive list)

80. This presentation
is an effort by
Social Squared.

82. Social Squared is a full service digital media
agency from mumbai, india.
Founded in 2010 by IIM alumni, we are a young
team of digital media enthusiasts, hackers &
marketers.
Social Squared works across all the 3 digital media:
1.Owned 2.Bought 3.Earned

83. Connect with me:
Facebook.com/ameyasuti
@ameyasuti on Twitter
Linkedin.com/in/ameyasuti
www.socialsquared.in