Emerging Social Media Practices by Product Companies

Emerging Social Media Practices by Product Companies
#smcmum
7th May 2011, Mumbai

INTRODUCTIONS
Sahil Parikh
Nitin Jain
Sahil Khan
Moderated By: Lavin Mirchandani

Introduction
Founder of DeskAway, Author of The SaaS Edge
DeskAway: project collaboration & track service
SaaS/ Cloud
Target Market – Teams

Introduction
Young Brand with 15 outlets across 4 cities .
Serving Super Premium Grade Ice creams.
Helping Customers make their own ice creams using Cold Stone.
Building an Experience around Ice Creams.

Introduction

Key Objectives
Pushy sales and Marketing – No! No!
Create Awareness or Lead Generation
Conversations in a virtual world
Aligning with people with like-minded interests
News wire

Key Objectives
To increase brand visibility
To increase brand encounter
To engage current and new fan base
This was done through good creative’s and a healthy social media strategy

Key Objectives

STRATEGICALLY SPEAKING

Strategy
Do you have a strategy when you go to a social event
or a party (unless you want to ‘pick up’ a chick  ?)
Just open up conversations and see where they go

Strategy
What your story?
Aligning what you do and wish to achieve with the operations within?
Stakeholders?

GETTING TACTICAL

Tactics: Tools and Platforms
Twitter (coupons, helpdesk, tweet about work
productivity, email overload, success stories etc.
Blog
Google analytics and UTM, Hootsuite

Tactics: Awareness

Tactics: Product Launches

Tactics: Feedback + Candid

Tactics: Inside Scoop

Tactics: Slurrp
Campaign
Creative’s

WORKED/DID NOT

What worked and what hasn’t?
Facebook hasn't worked as a conversion medium.
Twitter has given us 5-7% of our total traffic in the
last 2 years. 9-12% converted.
Last 2 years 50% of our traffic has come
from blogs/referring site.

A lot of competitions and contests were run on a daily basis on Facebook, where we gave out daily free vouchers for ice cream creations
On twitter we were trying to woo our fans with cool Ice cream facts and discount coupons
YouTube was employed to showcase the innovative juggling concept, the way we serve ice creams
There was no specific one centralized strategy which could encapsulate the activities, but a mix of lot of innovative content combined with cool creative’s fetched us the engagement

Metrics

Key Metrics
Measure clicks on Hootsuite, followers, engagement
Seeing an increase in direct traffic
The buzz grows overtime

Return on Influence
500 DAILY NEW LIKES
50,000 DAILY POST VIEWS
28,000 MONTHLY ACTIVE USERS
http://www.facebook.com/Hokeypokey
300 Active Followers
https://twitter.com/hokeypokeyindia

Measuring Success: HOW & WHAT
What should we look at- the important parameters?
What is I in ROI: Investment /Influence / …?
Is SM a channel to sell? How effective when offline?
LBS worked for footfalls? Coupon redemption?

CURRENT STATUS/
WHAT NEXT?

Current status
Going to stick with Twitter. Easy to update via the phone and doesn’t require much time.
Social Media is just a small part of your overall marketing strategy.
ROI is hard to measure. Don’t sweat it.

What We Earned
Brand visibility and awareness
A deep relationship with consumers
New Product development and feedback
People got to know where exactly the outlets are located by asking on facebook, twitter
High Brand encounter
High Brand affinity

What We Earned

Thank you
- Love Us. Loathe Us. Tell us.
Give us a shout @smcmumbai
- Drop your email id with us to get updates & invites for forthcoming initiatives
- We’d love to hear what you want next @SmcMumbai
We’re SMCMumbai on Facebook and Twitter

http://smcmumbai.com	1482
http://paper.li	2
http://www.smcmumbai.com.	2
http://webcache.googleusercontent.com	1

Emerging Social Media Practices by Product Companies

by Social Media Club Mumbai on Jun 09, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

4 Embeds 1,487

Statistics

Emerging Social Media Practices by Product Companies — Presentation Transcript