………..…………………………………………………………………………………………..………….
Learnings from handling
social media products
for the Indian market:
An Int...
………..…………………………………………………………………………………………..………….
Lessons from ..
When What
Pre 1999 FMCG marketer
1999-2005 Head of Marketin...
………..…………………………………………………………………………………………..………….
Succeeding with social media
For any brand / product, the social media mark...
………..…………………………………………………………………………………………..………….
Rediff Matchmaker (2003)
Learnings :
• Users not logging in
regularly to se...
………..…………………………………………………………………………………………..………….
Leading Social Networking sites (as
of 2005) : sign-up strategies
Learnings...
………..…………………………………………………………………………………………..………….
Yo4Ya.com : Social networking for
Indian youngsters (2006)
Learnings :
• “I...
………..…………………………………………………………………………………………..………….
Arena Animation Facebook page (2010)
Learnings
• Users (students) are passi...
………..…………………………………………………………………………………………..………….
•
LinkedIn (2010)
Learnings
• LinkedIn a success in
getting candidates.
Why...
………..…………………………………………………………………………………………..………….
What’s needed to succeed in social
media.. the examples so far
TRUST Orkut,...
………..…………………………………………………………………………………………..………….
Reach, interest
and content contribution..
let’s delve in a little more
………..…………………………………………………………………………………………..………….
Reach.. a key social media marketing
task is getting reach, but..
 Only 1 ...
………..…………………………………………………………………………………………..………….
Getting reach in social media a challenge
for the big boys too :
Fortune 10...
………..…………………………………………………………………………………………..………….
Interest : Getting users interested
in your brand a challenge
 Managing so...
………..…………………………………………………………………………………………..………….
Content creation keeps social
media healthy ..
 User-generated content (co...
………..…………………………………………………………………………………………..………….
Social media : killer apps for India ?
Can mobile photos, music, video (sha...
………..…………………………………………………………………………………………..………….
Succeeding with social media
 T - accumulate sufficient trust capital
 R ...
………..…………………………………………………………………………………………..………….
Succeeding with social media..
don’t miss a trick
 T - accumulate sufficie...
………..…………………………………………………………………………………………..………….
THANKS
Rohit Varma
rohit@interskale.in
@rohitvarma
http://marketerskaleidos...
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  • Learnings from handling social media products for the indian market an internet marketer's pov startup saturday_rohit varma_updated_nov 13,2010

    1. 1. ………..…………………………………………………………………………………………..…………. Learnings from handling social media products for the Indian market: An Internet marketer’s POV Rohit Varma Startup Saturday, Mumbai Nov 13, 2010 rohit@interskale.in @rohitvarma
    2. 2. ………..…………………………………………………………………………………………..…………. Lessons from .. When What Pre 1999 FMCG marketer 1999-2005 Head of Marketing, Rediff.com 2006-07 CEO, Yo4Ya.com 2007-10 Head, in-house digital arm, Aptech Sep 2010 on.. Founder, Interskale Digital Marketing and Consulting
    3. 3. ………..…………………………………………………………………………………………..…………. Succeeding with social media For any brand / product, the social media marketing task =  Getting sign-ups  Getting users to ‘consume’ content  Getting them create content too in sufficiently large numbers
    4. 4. ………..…………………………………………………………………………………………..…………. Rediff Matchmaker (2003) Learnings : • Users not logging in regularly to search for profiles : so we sent profiles by mail. • ‘Reach’ is an issue in any media, including Internet and social media. Reach your user first !
    5. 5. ………..…………………………………………………………………………………………..…………. Leading Social Networking sites (as of 2005) : sign-up strategies Learnings : • Social networks which restricted access, thereby building ‘trust’, have won. • Indian society is even more heterogenous. The need for ensuring trust in social apps may be even greater here. Social Network Sign-up method Current status ORKUT Invite only Winner MIXI (Japan) Invite only Winner CYWORL D (Korea) Authenticate with national ID number Winner FACEBOO K .edu address Winner MY SPACE Tom (friend) Loser
    6. 6. ………..…………………………………………………………………………………………..…………. Yo4Ya.com : Social networking for Indian youngsters (2006) Learnings : • “Invite-only” site => took time to ramp up. Building trust can be expensive. • Strong interest by NRIs. Despite zero targeting, 20% users were NRIs. You never know where your user segment with great interest exists.
    7. 7. ………..…………………………………………………………………………………………..…………. Arena Animation Facebook page (2010) Learnings • Users (students) are passionate about animation, want to showcase their portfolio (Interest) • Faculty and staff volunteered to answer questions on FB page (Content contribution) • Arena Animation is a brand of education company Aptech •Facebook page a success with 7000+ student fans in few weeks
    8. 8. ………..…………………………………………………………………………………………..…………. • LinkedIn (2010) Learnings • LinkedIn a success in getting candidates. Why ? Product has built-in trust, Has reach among an interested audience ( 5 million career seekers in India),and is now increasingly augmented by users’ content
    9. 9. ………..…………………………………………………………………………………………..…………. What’s needed to succeed in social media.. the examples so far TRUST Orkut, Mixi, Cyworld, MySpace, Facebook, Yo4Ya REACH Rediff Matchmaker INTEREST Arena Facebook pages, Yo4Ya CONTENT CONTRIBUTION Arena Animation faculty contribution In LinkedIn, trust, reach, interest & content contribution all exist.
    10. 10. ………..…………………………………………………………………………………………..…………. Reach, interest and content contribution.. let’s delve in a little more
    11. 11. ………..…………………………………………………………………………………………..…………. Reach.. a key social media marketing task is getting reach, but..  Only 1 in 60 Indians are on Facebook.  3 of 5 Indian Internet users not on FB & may never* be  Not all social media users are active (e.g. 40% Twitter users had not tweeted even once**) => 1st do your maths on what social media reach you can get * Lower SEC, poor English skills **Of 107 million users globally - May ‘10
    12. 12. ………..…………………………………………………………………………………………..…………. Getting reach in social media a challenge for the big boys too : Fortune 100 company study* % with Twitter account = 65% % with Facebook account = 54% Avg. followers = 1489 Avg. FB fans = 40,884 * Recent Burston- Marsteller study
    13. 13. ………..…………………………………………………………………………………………..…………. Interest : Getting users interested in your brand a challenge  Managing social media is an editorial skill. Do you have it or can you acquire it ?  People, social media users are time starved. If you can, target only your - most involved existing customers & - potentially most enthusiastic non-customers. Do not target random non-customers
    14. 14. ………..…………………………………………………………………………………………..…………. Content creation keeps social media healthy ..  User-generated content (comments, posts, tweets..) is what creates the interest  But, in India, users not creating enough content*. Why ? Could be a cultural thing, we are not accustomed to writing nor good at English grammar =>Make content creation simple e.g. let users - choose between choices - click on buttons - send you SMS.. *E.g. India one of poorest countries in You Tube videos creation on a per Internet user basis(informal chat with Google India team)
    15. 15. ………..…………………………………………………………………………………………..…………. Social media : killer apps for India ? Can mobile photos, music, video (shared) be the next killer apps for the Indian Internet market ? (One can show that Trust, Reach, Interest, Content creation is not a problem for above apps… this is actually a separate topic altogether )
    16. 16. ………..…………………………………………………………………………………………..…………. Succeeding with social media  T - accumulate sufficient trust capital  R - first get reach among a core audience  I - make sure your TA’s keenly interested  C – make content creation a breeze
    17. 17. ………..…………………………………………………………………………………………..…………. Succeeding with social media.. don’t miss a trick  T - accumulate sufficient trust capital  R - first get reach among a core audience  I - make sure your TA’s keenly interested  C – make content creation a breeze  K - you may also call the K guys  (contact info on next slide)
    18. 18. ………..…………………………………………………………………………………………..…………. THANKS Rohit Varma rohit@interskale.in @rohitvarma http://marketerskaleidoscope.com linkedin.com/in/rohitvarma

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