Social Media Marketing by Windchimes

Social Media Marketing www.windchimes.co.in

Think about... … your recent purchase of a DVD, Book, Beauty product, Car Or Visit to a new restaurant, Tourist place What helped you decide?

Word of Mouth?
Successful WOM Brand Stories
Google, Amway, Body Shop, Apple, March of Penguins
Indian stories
Products: Tunde Kababs of Lucknow
Services: Barista
Hindi Movies: Hyderabad Blues
People: Laloo Prasad Yadav
Chances are that your favourite brand is a WOM brand

What is WOM??? Conversation between People!

Is influencing WoM important?
Nielsen study states 78 % of people take recommendations seriously
figure that is 15% higher than 2nd most credible source, i.e. newspapers
ZenithOptimedia’s research shows ‘Recommendations from family & friends scores over all other consumer touchpoints when it comes to influencing purchases’
Source: Nielsen study conducted in 2006; sample size of 26000 respondents Source: Survey conducted among 112 respondents of Bbay, Delhi & Blore between age groups of 19 - 35

How do you influence WoM?
WOM is one form of communication that is very eccentric in nature and difficult to influence especially offline
However, it is possible to influence conversations occurring online
because

People are forming communities, groups, associations online... Blogs Wikis Twitter Orkut You tube Linked In

And actively seeking information in those communities Source: Survey conducted among 112 respondents of Bbay, Delhi & Blore between age groups of 19 - 35

Their offline conversations are moving online… Hence, it becomes imperative for brands to participate and influence those conversations or risk losing them

This Influencing of conversations online... … is called Social Media Marketing!!

But are Indians online? Total Internet Users 49m Regular Daily Users 25m Metro as % of Users 30 77% of users from 19-35 age group Regular place for using net Home - 41% Work - 40% Source: Online research firm – Juxtconsult – 12500 HHLDs across 40 cities & 160 villages Regular user is defined as someone accessing internet atleast once a month Source: Survey conducted among 112 respondents of Bbay, Delhi & Blore between age groups of 19 - 35

They are doing much more than emailing People Online Participating in Q&A and Forums Uploading Photos & Videos Socially Networking Blogging 10 m Indian users on SNS Blogs are important to 81% of all online users 1/3 rd of 35m Indians Sharing videos Brand mentions & Reviews in all Q&A sites

People are moving away from simply being ‘ content readers’ to ‘publishers’ They are shifting from passive to active forms of engagement

Windchimes helps create brand awareness in online communities It engages with the brand audience by building dialogue with them It participates with them and brings the brand into their consideration set It monitors, analyzes and presents feedback of online users for necessary actions So, what does windchimes do?

Windchimes Services
Step 1:
Map out social media strategy in line with brand objectives and deliverables
Step 2:
Prepare an execution calendar for the entire project with clear list of deliverables at each stage

What the execution is all about?
Create Platform:
Design microsites / blogs / community platforms & portals wherever required
Optimize meta tags to increase blog visibility during search
Develop content:
Write copy for brand that is engaging and relevant
Create brand relevant videos and pictures
Make Social Media Release (SMR) for directory listing
Influencer identification & outreach program:
Identify target sites and groups where brand can be mentioned
Create links / back links with influencers’ blogs with brand’s blog
Social Media Seeding:
Initiate brand discussions in chat forums
Upload promo clips , videos, photos wherever relevant
Participate in Q&As and Discussion forums

Why should you use SMM?
Indian media markets is increasing getting fragmented
SMM targets right kind of consumer ensuring no spillage
SMM allows customization of brand content as per community unlike TVC which are the same across channels
Customization brings in higher engagement which in turn builds future brand ambassadors
SMM is extremely cost effective *
Two 30-sec spots on Bidaai = 6 months of SMM campaign
Bidaai is a soap appearing on an Indian Hindi mass channel *Assuming Rs. 125,000 for 10 sec spot

How will you quantify the results?
Monthly reports from our side
Pre SMM
Report on current brand standing
Post SMM
Traffic driven to the website or blog
List of all links placed along with all replies
List of the comments and conversations generated
No of users reached thru communities and groups
Snap shots of all user generated content
Statistics on videos watched & forwarded

SMM is based on conversation and not on messaging
If you try to stop it, WoM momentum increases
If you try to force it into motion, you will probably stop it or prevent it from beginning.
It is not a magic pill that delivers instantly!!
You have to keep at it for long run - just like your real life relationships - can’t give up after a while
A few caveats!!

Step off the edge of the unknown... ..Only then will you learn to fly

Social Media Marketing by Windchimes

by Nimesh Shah on Nov 07, 2008

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