Case study Social Media for Retailers Association of India
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Case study Social Media for Retailers Association of India

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Retailers Association of India (RAI) is the unified voice of Indian retailers. RAI is a not for profit organization (registered under section 25 of Companies Act, 1956), works with all the ...

Retailers Association of India (RAI) is the unified voice of Indian retailers. RAI is a not for profit organization (registered under section 25 of Companies Act, 1956), works with all the stakeholders for creating the right environment for the growth of the modern retail industry in India. RAI is the body that encourages, develops, facilitates and supports retailers to become modern and adopt best practices that will delight customers. RAI has a three charter aim of Retail Development, Facilitation and Propagation.

Social Squared is a full service digital media agency that helped RAI enhance its social media footprint.

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Case study Social Media for Retailers Association of India Case study Social Media for Retailers Association of India Presentation Transcript

  • RETAILERS ASSOCIATION OF INDIASocialMediaCampaignReport
  • The Client: RAIThe Retailer’s Association of India (RAI) is an industry body, anot for profit organization working with all the stakeholders forcreating the right environment for the growth of the modernretail industry in India.Every year, RAI conducts the Retail Leadership Summit (RLS) – atwo day event for retailers.Members:RAI members include India’s biggest retailers viz. Future Group,Reliance Retail, Shoppers Stop, Metro Shoes, and many more.CEOs, retail industry professionals, students, and media areimportant stakeholders.
  • The Objective:Objective:RAI approached Social Squared on Jan 10, 2013 to manage thesocial media activities & create awareness about RLS 2013 &engage delegates & the community through a vibrant onlinepresence.Duration:1 month - Jan 10, 2013 to Feb 10, 2013Support:The social media activities were well supported by the eventwebsite www.rls.net.in & direct emailers to members.
  • Social Media Platforms Managed:The following platforms were actively managed:The activities involved regular updates, planning & execution ofonline contests & designing creative for the use in social media &website. Blog posts were also managed.In addition, an online real time feedback mechanism was alsoemployed to help RAI gauge delegate satisfaction.
  • RAI presence (as on Jan 10, 2013) Platform Presence Facebook 501 likes, 58 talking about, intermittent updates Twitter 304 tweets, 149 followers, intermittent updates LinkedIn Group active but not company profile YouTube Inappropriate URL, lengthy videos Blog Not integrated with website, posts without images Slideshare Not an active account
  • THEEXECUTION Facebook
  • Cover image Tabs
  • Pre-event Create attractive cover imagery Design & develop Facebook tabs - Speakers -Integration of YouTube & Twitter Create & update event related information
  • Daily update talking about ‘innovation in retail’ – the event’s theme
  • Daily update on various speakers for the event & what to expect
  • A tactical update talking about what a retailer ought to do
  • Encouraging participation in the pre-event online quiz contests
  • Updates on event highlights & the valued sponsors
  • Post-event Updates about the in-event contests & curation of images
  • Capture & upload images of the entire event
  • THEEXECUTION Twitter
  • Designed the Twitter profile. Used for instant interactions pre & during event.
  • Pre-event Contests were created for Twitter Highlighted the event themes of innovation, women in retail & shopping through retail quizzes & hash tags: #rls2013 #innovation #ifwomendontshop #menwillshopif #FDIinRetail
  • #ifwomendontshopThe best entries for #ifwomendontshop were awarded gift vouchers
  • #menwillshopifThe best entries for #menwillshopif were awarded gift vouchers
  • 700+ mentions #rls2013 The hash tag #rls2013 was trending in Mumbai on Feb 7 & 8
  • 600+ mentions #FDIinRetail The hash tag #FDIinRetail was trending in Mumbai on Feb 8
  • THEEXECUTION Other media
  • RAI LinkedIn presence was managed, timely updates about the event
  • RAI YouTube videos were shared on other platforms
  • The event presentations shared in real time, apt knowledge management
  • The RAI blog was updated with session summaries
  • Before & After (a comparison): Before After
  • /retailersassociationindia + 22% in Likes 3 fold in Engagement 612 178 501 Likes 58 Engagement
  • @rai_india 5 fold in Tweets 3 fold in Followers 444 1569 149 Followers 304 Tweets
  • The Result:The objectives of awareness & participation were met.1. Delegates who were active on social media and helped spread the word about the event beyond the venue were rewarded2. Online contests helped to increase awareness beyond the realm of delegates (RAI even got job inquiries on Facebook!)3. Sponsors & partners have been provided with additional exposure (on social media) making their investment effective4. RAI now has a growing engagement across all platforms