Alto K10 - Social Media Activation Case Study

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Social media case study of maruti suzuki alto k10

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Alto K10 - Social Media Activation Case Study

  1. 1. MarutiSuzuki AltoK10<br />Social Media Activation<br />(Aug’10-Mar’11)<br />
  2. 2. Table of Contents<br />Objective<br />Before – Current Scenario<br />Social Media Launch<br />Our Initiatives on Social Networks<br />Quick Stats<br />Campaigns<br />
  3. 3. Objective<br />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<br />Facebook<br />We wanted to build an interactive community for Maruti AltoK10 to share brand messages and listen to fans feedback and queries.<br />To tap into the members and ensure them of a good conversation; a direct connect with the TG.<br />Brand Monitoring and Showcase Maruti Alto K10 as the car for the young generation.<br />You Tube<br />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.<br />Twitter<br />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.<br />
  4. 4. Before-Current ScenarioBefore<br />NO PRESENCE<br />
  5. 5. Before-Current ScenarioCurrent<br />128800+ Fans<br />1650+ Followers<br />58600+ Views<br />
  6. 6. Social Media Launch<br />The 3-Day Saga<br /> (Facebook, Twitter, You Tube, Blogs)<br />
  7. 7. 3000+ Fans witnessed the LIVE LAUNCH<br />350+ Updates & Conversations<br />
  8. 8. 3000+ Fans witnessed the LIVE LAUNCH<br />350+ Updates & Conversations<br />100+ Tweets during the LAUNCH period<br />Reaching to 40000+ Tweeples <br />
  9. 9. 3000+ Fans witnessed the LIVE LAUNCH<br />350+ Updates & Conversations<br />100+ Tweets during the LAUNCH period<br />Reaching to 40000+ Tweeples <br />9000+ Views of the Teaser Video<br />Ranked 38 in the most subscribed channel<br />
  10. 10. 3000+ Fans witnessed the LIVE LAUNCH<br />350+ Updates & Conversations<br />100+ Tweets during the LAUNCH period<br />Reaching to 40000+ Tweeples <br />Special Invitation to Automobile Bloggers to cover the Launch Event<br />Top 20 Auto Blogs covered the Launch<br />9000+ Views of the Teaser Video<br />Ranked 38 in the most subscribed channel<br />
  11. 11. ORM Activities<br />(Facebook, Twitter, You Tube)<br />
  12. 12. Our Initiatives on Social Networks<br />Product Updates<br />Fan Engagement<br />Query Handling<br />Track Feedback & Suggestions<br />Contests/Campaigns<br />
  13. 13. Our Initiatives on Social Networks<br />Product Updates<br />Updates on various Alto K10 Features, K Series Engine, News Shares, Blog Reviews, etc.<br />
  14. 14. Our Initiatives on Social Networks<br />Updates on Tips<br />Shared Safety Tips, Car Maintenance Tips and Driving Tips with Fans and Followers<br />
  15. 15. Our Initiatives on Social Networks<br />Fan Engagement<br />Engaging fans in various interesting conversations around Alto K10, Automobile Industry, Driving, Weekend Plans, Bollywood Movies, Current Events, Festivals, etc.<br />
  16. 16. Our Initiatives on Social Networks<br />Query Handling<br />Real Time Listening & Responding to the Fans/Followers Queries on Facebook and Twitter<br />
  17. 17. Our Initiatives on Social Networks<br />Tracking Feedback & Suggestions<br />Fans/Followers suggestions for the car were monitored and recorded for the consideration of Alto K10 Product team<br />
  18. 18. Our Initiatives on Social Networks<br />Contests/Campaigns<br />Run Campaigns relevant to create more buzz and Build and Engage more fans/followers on Facebook and Twitter handles.<br />
  19. 19.
  20. 20. The Growth Graph<br />Navratri Campaign<br />+<br />“I LIKE IT”<br />Campaign<br />Engagement<br />Activity<br />Launch<br />Activity<br />130500 Fans/ Followers<br />129009 Fans/ Followers<br />118928 Fans/ Followers<br />104666 Fans/ Followers<br />91700 Fans/ <br />Followers<br />68000 Fans/ <br />Followers<br />39500 Fans/ <br />Followers<br />21500 Fans/ <br />Followers<br />
  21. 21. “The Social Media Efforts drove 2% of Alto K10 Sales by Sep. 2010”<br />More than 790 buyers had engaged with us through our Facebook page so far<br />
  22. 22. Sentiments<br />Challenge: Post Social Media Launch, we wanted to leverage the social media platforms and continue our engagement with fans generating Positive sentiments.<br />Result: Continuous engagement via Well Defined Content Strategy and Campaigns led to increase in Positive Sentiments. <br />
  23. 23. Interaction<br />Challenge: Leverage Facebook, Twitter and You Tube as an effective medium to reach out to our TG and set up a direct communication channel.<br />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.<br />
  24. 24. Fans<br />Continuous rise in Facebook Fan Count due to our consistent efforts to grow the community and engage them in relevant conversations<br />
  25. 25. “More than 10 Million Post Views recorded till March’11 on Facebook”<br />
  26. 26. Twitter Followers<br />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,<br />1650+ Quality Followers for Alto K10 Handle with our consistent efforts on Real Time Responding to Queries<br />
  27. 27. You Tube Views<br />AltoK10 launched in the month of Aug <br />58600+ Video Views; 28 Subscribers till date<br />
  28. 28. Foursquare Initiative<br />Tap all the Maruti Service Centres and Dealers to provide easy access for Maruti Owners<br />Make MARUTI SUZUKI Omnipresent through virtual check-ins and tips <br />Tap all the Maruti Service Centres and Dealers to provide easy access for Maruti Owners<br />Make MARUTI SUZUKI Omnipresent through virtual check-ins and tips <br />As and when any user checks-in on these locations, he will see a Maruti Suzuki Tip <br />A Great Way to Publicize and Be Present Everywhere<br />As and when any user checks-in on these locations, he will see a Maruti Suzuki Tip <br />A Great Way to Publicize and Be Present Everywhere<br />
  29. 29. Contests/Campaigns Participation<br />NAVRATRI Campaign<br />I LIKE ALTO K10 Campaign<br />Show Off your AltoK10<br />
  30. 30. NAVRATRI Campaign<br />Was a Huge Success<br />Captured the festive mood right ON SPOT!<br />Saw a whooping participation from fans<br />350000+ Post Views<br />2500+ Fan Participation<br />18% increase in Fan Count during the 9 Day Period<br />
  31. 31. I LIKE ALTOK10 Campaign<br />3000+ Users<br />1150+ Unique Testimonials submitted <br />A spurt in Positive Comments on Wall<br />Increase in Engagement by Existing Buyers of Alto K10 via Posts, Comments and Photo Uploads<br />Rise in number of Potential Buyers<br />
  32. 32. Show Off your Alto K10<br />We started a campaign where we used our Fan Pictures and re-used them with interesting thoughts and captions. <br />This helped us to:<br />Acknowledge our Alto K10 Community<br />Generate a lot of interactions from fans<br />Encourage fellow members of the community to post their Alto K10 pictures on the wall<br />
  33. 33. Thank You<br />we@mediaredefined.com<br />9811396858<br />http://www.facebook.com/mediaredefined<br />http://twitter.com/mediaredefined<br />

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