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Influencing Consumers in the Social Web



The social web touches our lives in some way or the other. A great new opportunity for brands to reach their consumers daily.

The social web touches our lives in some way or the other. A great new opportunity for brands to reach their consumers daily.

An Introduction to Cloud 9 Media



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Influencing Consumers in the Social Web Influencing Consumers in the Social Web Presentation Transcript

  • Influencing Consumer behavior In world 2.0 An Introduction to Cloud9 Media
  • Cloud 9 Media Cloud9 Media is a Social Media Conversations Company. We connect brands to communities via technology! Explore the endless possibilities in world2.0 with Facebook, Twitter, Linked In, You Tube, Blogs and more!
  • Our World
    • Google Dependent
    • Facebook Friendly
    • Twitter Guided
    • Instant messaging led
    • Powered to publish and create news
    • Recommendation driven
  • Where is the Audience 2/3 of the Global internet population is on Social Networks AC Neilson Survey 2009 Visiting Social Networking sites is the 3 rd most popular activity online ahead of Email Source AC Neilson 50% of all Indians on the internet are on social networks 19 Million Indians spend their Time on social network everyday Source - Comscore
  • Challenge Faced by Brand Marketers 2/3 of the economy is now influenced by Personal Recommendations…. (Source: McKinsey Quarterly)
      • We have reached a point where:
      • 14% of people trust ads
      • 78% of people trust consumer
      • recommendations
      • (Source: Neilsen Global Trust In Advertising Survey, 2008)
  • Increase Brand Awareness – Advertising Build the brand amongst Buyers– PR & Events Create Needs - Advertising Clarify Price Positioning and Showcase Range – Direct Marketing Get Feedback – Direct Marketing & BTL Influence Perception- PR & Events Traditional Marketing & Communications
  • Solution in the Internet CLOUD Increase Brand Awareness Build the brand amongst Buyers Create Needs Clarify Price Positioning and Showcase Range Get Feedback Influence Perception
  • By shaping and guiding conversations marketers today can Make their brand More Approachable More Desirable More Sharable Than ever before!
    • Get more than 4 X the results at a fraction of your Total Marketing & Communications Budget
    • You can use Social Media to Enhance
    • Advocacy
    • Brand Awareness
    • Customer Service
    • Loyalty Building
    • Collaboration
    • Networking
    • Thought Leadership
    • Customer Acquisition
    • Stakeholder Communications
    ROI on social media
    • Cl oud 9 Media is a Social Media Conversations & Commerce Company,
    • we enable brands communicate with their target audiences
    • creating, managing and leveraging social media
    • Social tools such as  Facebook, Twitter, Blogs, Linked in  and others.
    • Cloud 9 brings an audience centric approach in communications.
    • We combine Creative Excellence, Strong Process approach, and Innovative Technology to deliver Communication Results.
    • Cloud 9 Media is an enterprise of  DIGIQOM SOLUTIONS , an integrated brand communications consultancy head quartered in New Delhi, India. Digiqom Solutions was founded in 2006 with the strategic intent of bridging the gap between brands, and consumer through technology.
    We Are… Cloud Media
  • Our Services Cloud9 Media services span across verticals and audience segments. Our services combine  art and science of creating consumer guided content and  placing it in the media trusted  & frequented by your  consumer  is the baseline for Social Media communications. By listening, reading, and participating, brand marketers have an opportunity to make their brands more approachable and shareable than ever before!
    • Cloud 9 Media services are:
    • Social Media for Consumer & Youth Brands
    • Buzz Marketing and ePR for emerging brand
    • Online Perception & Reputation Management for B2B Brands
    • Social Media for Retail Brands
    • Social Commerce Campaigns
  • Our Experience & Reach into Social Media Client: Nike India Campaign: EPL4India & ibhola2010 Reach: 3.7 Million Conversations Client: John Keells Foods Campaign: Sasha Keells Reach: 3.0 Million Conversations Client: Lerros India Campaign: Officially Casual Reach: 2.1 Million Conversations Client: Eat Out Delhi Campaign: Eat Out Delhi Reach: 4.5 Million Conversations Client : D&A Retail Campaign: Style D&A Reach: 1.0 Million Conversations
  • Select Clients
  • Objective : Use Social Media as Blue Ocean strategy To create product awareness in the category and generate sales Situation: John Keells Foods – Sri Lankan Food & Hospitality Giant enters crowded Indian Market for Processed Continental Meat Products – meets stiff competition from home grown incumbents . Solution: Brand Messenger – Cloud 9 Media created Sasha Keells - the brand personality on social media Love & Food – Cloud 9 Media created brand interactions via occasions and recipes using Keells Products on Sasha’s Blog ‘ Gourmet Affairs’ Over 274,000 friends, followers, visitors created 3 Million messages In 30 Days Via Facebook, Twitter Followers, Blog posts Social Commerce For Keells Foods India: Influencing buying behaviors using Social media Case Study
  • Solution: Social Network for Soccer Fans www.epl4india.com Network and related properties on Facebook and Twitter reached 185,853 People in 30 Days of launch Conversations around English Premier League generated 3.7 Million Unique Messages in a month.
    • Objective:
    • Explore target audience conversations
    • Assess perception of brand NIKE
    • Assess popularity drivers of English Premier League and lead clubs i.e. Manchester United
    • Understand consumer in social media
    Situation: World’s largest sports wear brands wants to listen in and engage in conversations of its key consumers – Soccer Fans (M/15- 35) Case Study Shaping Fans conversations and brand perception for NIKE
  • Social Commerce & Conversations for Lerros India: Influencing buying behaviors using Social media Case Study
    • Europe’s leading premium casual wear brand enters India in 2008
    • Established in 1983, LERROS is considered amongst the premium casual wear apparel players.
    • LERROS is also represented in Belgium, Ireland, Finland, Canada, Hungary, Spain, Russia,
    • Austria, Netherlands, Sweden among many others.
    • Reality – Indian Market
    • Cluttered
    • Dominated by well established players such as Levis, Lee, Wrangler etc
    • High Price Points
    • TG 25 -45 M/F
    SOLUTION & CREATVITIY Social media campaign guided by a blog based network, this was created to help showcase The complete Lerros Range along with pictures and videos. A multi-media campaign helps capture and retain the attention of the consumer. Officially Casual A social media campaign dedicated to promoting Lerros Casual Wear amongst The Youth and young at heart. Creating Buzz and Customer Engagement using Facebook, Ning and Twitter Result 91% Increase in awareness on Facebook & 40% increase in Sales Via Facebook Promotions
  • Social Commerce & Conversations for Lerros India: Influencing buying behaviors using Social media
    • One of Delhi’s oldest footwear retailer, D&A Retail .
    • D&A intended to change the perception of brand from a ‘mommy's brand’ to that of a young girl.
    • D&A is also going national with its franchise stores.
    • Build awareness
    • Change perception
    • Increase sales
    SOLUTION & CREATVITIY Social media campaign guided by a blog called Style D&A. This blog carried extensive Product reviews of all D&A products (Shoes &Bags) and promoted them via Facebook Pages, Groups and Characters. Daily viral connect to over 150,000 Delhiites Increase in sales by 35% during special promotions Case Study
  • Case Study
    • Building Delhi’s Largest Food Recommendation Engine
    • Cloud9 Media has build a
    • Social Network for Foodies in Delhi
    • www.eatoutdelhi.ning.com
    • This network connects over 300,000
    • Delhites daily.
    • And Leads to 4 Million Brand Mentions
    • every month.
    • EOD also provides four tier benefit of
    • Advertising and Listing
    • Marketing Promotions
    • Social Media Connect
    • Digital marketing (EDM’s)
  • Online Perception & Reputation Management Case Study
    • To effectively manage the ONLINE IMAGE of the CEO of the firm
    • To ensure all CURRENT NEWS about the organization and the CEO is featured on Google.
    • To remove and BACK TRACK NEGATIVE and outdated information from the first few pages of the search engines
    • To highlight the THOUGHT LEADERSHIP of the organization with reference to current knowledge initiatives
    SOLUTION & CREATVITIY The online audience today follows Blogs, online newswires, social Networks, Domain specific blogs & journals, content created by others users. For ORM project for the CEO of a India’s leading financial consultancy eOmega used web2.0 tools such as Blogs, News index directories, Social Bookmarking sites, Networks, etc extensively Result All leading search engines Google, Yahoo, MSN, Bing wiped clean of all negative publicity and old news
  • So what’s the BEST way to communicate on Social Media?
  • Two Ways to do it
    • Option One: Do it yourself
      • All social network tools are FREE
      • But it’s time-consuming
      • You’ll need to pay someone to create the conversation
      • You’ll need to pay someone to monitor the conversation
      • If you want to respond you need to speak the ‘language’
      • If you miss something, too bad
      • Great for small businesses without many conversations
    • Option Two: Professional Social Media Communications from CLOUD 9 Media
      • Costs around $1500-$3000 a month
      • No need to chase CONSUMERS , they come to you
      • You can see who is doing the talking
      • You can get advice on how to respond
      • You know you won’t miss anything because someone else
      • is doing the watching
      • You can benchmark against your competitors and chart data
  • Engagement Model
    • Embedded Retainer Model
    • Cloud9 Media on a retainer for the marketing & communications services
    • All strategic, creative and artwork costs are part of this retainer.
    • All developmental costs are included.
    • No need for regular project based briefing from client. Multiple windows.
    • All interventions are calendarised and a weekly report is made and reviewed.
    • All production is charged separately.
    • Project Based Assignments
    • Cloud9 Media takes on special projects for limited time period
    • Each job is billed separately including for creative development and artwork for each unit in the assignment.
    • Calendarisation and project ownership is not complete – it is piecemeal.
    • Overall, more expensive in time & money
    • Social Media Training
    • Cloud9 Media trains Client teams to execute an effective social media campaign
    • Special modules are created and course ware given during the training.
    • This does not include creating
    • Campaigns or creatives
  • Ready to get your Brand Talking? Call Nipun: + 9818450157 [email_address] Call Jay: + 9811044801 [email_address] For more information, please visit www.cloud9media.biz