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Social Commerce Campaign - John Keells Foods



One of my first and perhaps the most interesting social media campaigns. At Coud9 Media we developed a campaign by the name of 'Sasha Keells' for John Keells Foods as a part of their market entry ...

One of my first and perhaps the most interesting social media campaigns. At Coud9 Media we developed a campaign by the name of 'Sasha Keells' for John Keells Foods as a part of their market entry strategy.



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Social Commerce Campaign - John Keells Foods Social Commerce Campaign - John Keells Foods Presentation Transcript

  • Social Commerce For Keells Foods India Influencing buying behaviors using social media By Cloud 9 Media Case Study
    • John Keells Foods – Sri Lankan Food & Hospitality
    • Giant
    • Enters Indian Market – January 2008
    • Category - Processed Continental Meat Products
    • Key Competitors: Venkys, Godrej, Meatzza etc.
    • Objective :
    • Create product awareness in the category and
    • generate sales
    • India Internet Penetration: 60 Million (Current)
    • On Social Networks 50% 30 Million
    • 75% of online users belong to aspiring & consuming class & half of
    • them belong to SEC ‘A’ & SEC ‘B’ i.e. 45 Million
    • (Source: Juxt Consult, Online Survey’ 2009)
    Internet – Overview
  • Over 60 million users are online That’s over 5 times the readership of the largest selling English daily , Or 5 times the combined readership of the leading 3 newspapers in India, Or 4 times the combined readership of India's leading 5 English magazines Login India – Reach of Social Media
    • Demographics :
            • 18 – 29 years 55%
            • 30 – 49 years 54%
            • 50 – 64 years 40%
            • 65 years and older 27%
    Meet Consumer 2.0
    • Brand Messenger – Sasha Keells
    • Cloud 9 Media personified the brand on social media with a
    • character called Sasha Keells
    • Facebook noticed a growth of 89% users over last year
    • 109% growth of the users between 18 to 35 years
    • Most preferred network by females
    • Perceived as most secure social media site for females
    • (Source: Comscore, July 2007)
    Why Facebook…??
    • Love & Food – Gourmet
    • Affairs
    • Cloud 9 Media created awareness
    • around the Keells brand by creating
    • interest around food , occasions
    • and different recipes that could
    • be created using Keells Products on
    • Sasha’s Blog ‘Gourmet Affairs’
    • Cloud9 created a character who represents the food lovers
    • Share information, trivia and brand and food talk
    • Join existing groups and networks
    • Pull the audiences to blogs and communities created by Cloud9 for Keells
    • To keep the symmetry of thought, the tweets, facebook and blog entries are synced together
  • We Made Sasha Real!! Creativity From her job to her maid, from the making quick bites for dinner to driving in Delhi traffic; Sasha’s conversations were crafted carefully keeping in mind the target audience and the desired response from them.
  • Response
  • Over 200 Positive comments in 30 days Response
  • APPROACH STEP 1 STEP 2 STEP 3 STEP 4 Create Food lover Characters Create Content on Blogs & Micro Blogs as a start Point to build dialogue Join existing Fan Conversations Build on Foods, Cold cuts, recipes and allied conversation Direct the attention of the fans back to Blogs and Micro Blogs created by Cloud 9 To measure effectiveness
    • Reached 2,74,000 people
    10,00,000 Unique messages In 30 Days Via Over 800 Friends Over 200 Keells Loyals Over 1300 Blog Visitors Over 15000 Twitter Followers Result
  • Welcome to World 2.0! Did You know? 2/3 of the economy is now influenced by Personal Recommendations Source McKinsey & Company Only 14% of people trust ads 78% of people trust consumer Recommendations Source: Neilsen Global Trust In Advertising Survey, 2008
  • Investment Return on Social Media
    • At less than 1/4 th the cost of your
    • Total Marketing & Communications Budget
    • You can use Social Media to Enhance
    • PR
    • Customer Service
    • Loyalty Building
    • Collaboration
    • Networking
    • Thought Leadership
    • New Customer Acquisition
  • So what’s the BEST way to communicate on Social Media? http://bit.ly/hmhrS View Cloud 9 Credentials
  • Two Ways to do it
    • Option One: Do it yourself
      • 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
      • Get the benefit of PR, advertising, promotions, events etc
      • Cost of per message as low as 1 paisa
      • 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
  • Lets get your brand talking! WRITE TO US Nipun Kapur (Global Sales) Ritesh Mathur (India Sales) 9818450157 9717775750 [email_address] [email_address] Log on to www.digiqom.com