Alto K10 - Social Media Activation Case Study

MarutiSuzuki AltoK10
Social Media Activation
(Aug’10-Mar’11)

Table of Contents
Objective
Before – Current Scenario
Social Media Launch
Our Initiatives on Social Networks
Quick Stats
Campaigns

Objective
The objective was to leverage Social Media to launch, promote and engage the TG with Maruti Alto K10 by giving it a human face through social networks
Facebook
We wanted to build an interactive community for Maruti AltoK10 to share brand messages and listen to fans feedback and queries.
To tap into the members and ensure them of a good conversation; a direct connect with the TG.
Brand Monitoring and Showcase Maruti Alto K10 as the car for the young generation.
You Tube
We wanted to leverage the power of video sharing and community building. And as a result, created an official channel for Alto K10 on YouTube to get interaction.
Twitter
We wanted to reach all those prospects who can be loyal followers to the all new Maruti Alto K10. The objective was to do Real Time Monitoring of Alto K10 Sentiments and Responding to followers queries.

Before-Current ScenarioBefore
NO PRESENCE

Before-Current ScenarioCurrent
128800+ Fans
1650+ Followers
58600+ Views

Social Media Launch
The 3-Day Saga
(Facebook, Twitter, You Tube, Blogs)

3000+ Fans witnessed the LIVE LAUNCH
350+ Updates & Conversations

100+ Tweets during the LAUNCH period
Reaching to 40000+ Tweeples

9000+ Views of the Teaser Video
Ranked 38 in the most subscribed channel

Special Invitation to Automobile Bloggers to cover the Launch Event
Top 20 Auto Blogs covered the Launch
9000+ Views of the Teaser Video
Ranked 38 in the most subscribed channel

ORM Activities
(Facebook, Twitter, You Tube)

Product Updates
Fan Engagement
Query Handling
Track Feedback & Suggestions
Contests/Campaigns

Product Updates
Updates on various Alto K10 Features, K Series Engine, News Shares, Blog Reviews, etc.

Updates on Tips
Shared Safety Tips, Car Maintenance Tips and Driving Tips with Fans and Followers

Fan Engagement
Engaging fans in various interesting conversations around Alto K10, Automobile Industry, Driving, Weekend Plans, Bollywood Movies, Current Events, Festivals, etc.

Query Handling
Real Time Listening & Responding to the Fans/Followers Queries on Facebook and Twitter

Tracking Feedback & Suggestions
Fans/Followers suggestions for the car were monitored and recorded for the consideration of Alto K10 Product team

Contests/Campaigns
Run Campaigns relevant to create more buzz and Build and Engage more fans/followers on Facebook and Twitter handles.

The Growth Graph
Navratri Campaign
+
“I LIKE IT”
Campaign
Engagement
Activity
Launch
Activity
130500 Fans/ Followers
91700 Fans/
Followers
68000 Fans/
Followers
39500 Fans/
Followers
21500 Fans/
Followers

“The Social Media Efforts drove 2% of Alto K10 Sales by Sep. 2010”
More than 790 buyers had engaged with us through our Facebook page so far

Sentiments
Challenge: Post Social Media Launch, we wanted to leverage the social media platforms and continue our engagement with fans generating Positive sentiments.
Result: Continuous engagement via Well Defined Content Strategy and Campaigns led to increase in Positive Sentiments.

Interaction
Challenge: Leverage Facebook, Twitter and You Tube as an effective medium to reach out to our TG and set up a direct communication channel.
Result: Fans got a single point medium to speak their mind where they could converge their thoughts about AltoK10 while Maruti got a channel to respond to each one of them directly.

Fans
Continuous rise in Facebook Fan Count due to our consistent efforts to grow the community and engage them in relevant conversations

“More than 10 Million Post Views recorded till March’11 on Facebook”

Twitter Followers
Following relevant people from Automobile Domain, Car Bloggers, etc. to engage them in meaningful conversations and build an authority for Alto K10 has resulted in,
1650+ Quality Followers for Alto K10 Handle with our consistent efforts on Real Time Responding to Queries

You Tube Views
AltoK10 launched in the month of Aug
58600+ Video Views; 28 Subscribers till date

Foursquare Initiative
Tap all the Maruti Service Centres and Dealers to provide easy access for Maruti Owners
Make MARUTI SUZUKI Omnipresent through virtual check-ins and tips
Tap all the Maruti Service Centres and Dealers to provide easy access for Maruti Owners
Make MARUTI SUZUKI Omnipresent through virtual check-ins and tips
As and when any user checks-in on these locations, he will see a Maruti Suzuki Tip
A Great Way to Publicize and Be Present Everywhere
As and when any user checks-in on these locations, he will see a Maruti Suzuki Tip
A Great Way to Publicize and Be Present Everywhere

Contests/Campaigns Participation
NAVRATRI Campaign
I LIKE ALTO K10 Campaign
Show Off your AltoK10

NAVRATRI Campaign
Was a Huge Success
Captured the festive mood right ON SPOT!
Saw a whooping participation from fans
350000+ Post Views
2500+ Fan Participation
18% increase in Fan Count during the 9 Day Period

I LIKE ALTOK10 Campaign
3000+ Users
1150+ Unique Testimonials submitted
A spurt in Positive Comments on Wall
Increase in Engagement by Existing Buyers of Alto K10 via Posts, Comments and Photo Uploads
Rise in number of Potential Buyers

Show Off your Alto K10
We started a campaign where we used our Fan Pictures and re-used them with interesting thoughts and captions.
This helped us to:
Acknowledge our Alto K10 Community
Generate a lot of interactions from fans
Encourage fellow members of the community to post their Alto K10 pictures on the wall

Thank You
we@mediaredefined.com
9811396858
http://www.facebook.com/mediaredefined
http://twitter.com/mediaredefined

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Alto K10 - Social Media Activation Case Study

by Media Redefined on Apr 12, 2011

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Alto K10 - Social Media Activation Case Study — Presentation Transcript