Digital and Social Media Strategies for Spas


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This is a talk given by our Jt CEO, Sanjay Mehta, at an event of the Indian Spas and Wellness Association, at the Grand Hyatt, in Mumbai, on Nov 15, 2011.

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  • Social Wavelength
  • Social Wavelength
  • Before transitioning to the next slide, we mention 2 things: Because of the coming together of these human desires and technologies, word of mouth is becoming stronger, and Example of a club
  • Digital and Social Media Strategies for Spas

    1. 1. Digital and Social Media Strategies for Spas November 15, 2011 Sanjay Mehta, Jt. CEO, Social Wavelength
    2. 2. Where do these insights come from? About Me..
    3. 4. One of the Top 5 IT Companies in the World
    4. 5. What is Social Media?
    5. 6. Accha…. Facebook?!
    6. 8. Social Media: Consumer-to-consumer interaction via the Internet, and sharing of insights, experiences, opinions, perspectives. “ Traditional Media Social Media V/S <ul><li>If you are a consumer facing brand: </li></ul><ul><li>People are talking about you, whether you like it or not!! </li></ul><ul><li>People are talking about you, whether you are present or not!! </li></ul>
    7. 9. how Blogs Social networking sites wikis User generated videos and podcasts Forums and message boards Ratings and reviews tagging widgets
    8. 10. If You Are A: You Should Not Miss This Opportunity Wellness Compan y Spa Or
    9. 11. Spas / Wellness + Digital / Social Media = A Perfect Fit Wondering Why?
    10. 12. Today consumers value the importance of their health and well being, and are constantly looking for ways and means, which give them better benefits with less side effects, which evoke conversations, experiences, memories and stories that people share and Digital and Social Media is all about such conversations.
    11. 13. Few Facts About How Decisions Are Taken Today
    12. 14. Recommendations from Friends and Peers Recommendations From Professional & Experts Other Online Influencers Suggestions from Online Communities and Relatives I need to de-stress and take better care of my body, what should I do? Online Ratings and Reviews by others consumers
    13. 15. <ul><li>Consumers today use Digital and Social Media primarily: </li></ul><ul><li>To discuss their health issues with professional experts </li></ul><ul><li>To share their feedback of any treatments they have tried in the past </li></ul><ul><li>To check any new wellness solutions, if they are not happy with current ones </li></ul><ul><li>To read any health or wellness related information shared by an expert </li></ul>Consumers today thus make decisions based on the recommendations done by their friends and peers, and the various feedback and options seen by them online. Adding Further To The Facts !
    14. 16. Challenges Solutions Your And
    15. 17. Do you really understand your consumers’ needs / pain points / wish lists? SM would help you to know what consumers are looking for and develop your response accordingly Traditional Media is expensive and has low brand recall value SM enables Constant Interaction and Brand Visibility Consumption of Traditional Media – Print & Television - has reduced Consumers don’t trust advertising Concerns of the Consumers and Caregivers remains unanswered Consumers are turning to Internet and Social Media resources for various information Consumers trust people like themselves i.e., their Friends, Peers, Relatives, Communities SM provides an open platform for consumers to raise their concerns, feedback etc and for you to respond, connect and share
    16. 18. Key Focus Areas <ul><li>Reputation Management </li></ul><ul><li>Not just fans, footfalls too..! </li></ul><ul><li>Location, Location, Location </li></ul><ul><li>Pros and Cons of Group Buying / Deals </li></ul>
    17. 19. Managing Reputation <ul><li>Because it’s a service industry </li></ul><ul><li>Because consumers can broadcast now </li></ul><ul><li>Because word of mouth matters </li></ul>
    18. 20. The Domino(‘s) Effect
    19. 21. From YouTube to The New York Times in 3 days.
    20. 22. Expressing their shock in 140 chars Approx 30 more #ccdsucks tweets do the round that evening. When #CCD-sucked CCD sucks… @cafecoffeeday at Ispahani center is kicking twitter out.. #ccducks Tweet from @PPrakash (Prakash P) at 7:50 PM Feb 4 th from Snaptu #ccdsucks cover chrg not defined but threats turng up frm mgr Tweet from @idlee_amin (Tushar R) at 7:51 PM Feb 4 th from Snaptu Cover charge for sitting in this place RT @PPrakash: CCD sucks… @cafecoffeeday at Ispahani center is kicking twitter out.. #ccducks Tweet from @metalsaint (gautham govind) at 7:52 PM Feb 4 th from Snaptu Cover charge for @CafeCoffeeDay? Screw you. #ccdsucks Tweet from @surajram (Surajram Kumaravel) at 7:55 PM Feb 4 th via web
    21. 23. Next morning, CCD wakes up and smells the coffee @gopal_b :O We're v sorry about this! It is not CCD's policy to charge a cover. Thanks for letting us know. We're checking on it right away! Tweet from @CafeCoffeeDay (Café Coffee Day) at 10:44 PM Feb 5 th via web @narayananh @bombaylives @additiyom @wiredvijay @ubiquitense CCD does not charge a cover. Thanks a lot for letting us kno n we're v sorry! Tweet from @CafeCoffeeDay (Café Coffee Day) at 10:47 PM Feb 5 th via web @PPrakash @AmolMathur @ahmedhussain @idlee_amin @CreativeWolf Tnks for leting us kno ppl! We don have a policy to chrg a cover. Chking rt nw Tweet from @CafeCoffeeDay (Café Coffee Day) at 10:52 PM Feb 5 th via web @AmolMathur @PPrakash We really want to resolve this issue. pls help us do that. Give us a no. to call so we can personally apologize. Tweet from @CafeCoffeeDay (Café Coffee Day) at 12:14 PM Feb 5 th via web #ccdsucks #ccd CCD does not have a policy to charge a cover anywhere in India. We apologize for the goof up. This will nt be taken lightly. Tweet from @CafeCoffeeDay (Café Coffee Day) at 12:17 PM Feb 5 th via web #ccdsucks #ccd Like we said, give us an opportunity. Give us a no. to call. When resolved, we'll tell evryone bout it on Twitter. Publicly Tweet from @CafeCoffeeDay (Café Coffee Day) at 12:40 PM Feb 5 th via web
    22. 24. But, word of mouth spreads… Another 100 #ccdsucks tweets bash Café Coffee Day. Watch power of Indian web users Live on Twitter: unhappy customers vs brand defense #ccdsucks #cafecoffeeday @cafecoffeeday Tweet from @reemsaied (Reem Saied) at 7:08 PM Feb 5 th from LinkedIn Interesting how @CafeCoffeeDay had to use the #ccdsucks hashtag in all their sorry tweets! :D #selfabuse Tweet from @neelannair (Neelakantan Nair) at 11:04 PM Feb 5 th from Echofon @SathyaBhat got thrown out of @CafeCoffeeDay for no reason. They asked for cover charge 1 hr later, after everyone had ordered. #ccdsucks Tweet from @narayananh (Narayanan Hariharan) at 12:15 AM Feb 5 th from HootSuite @CafeCoffeeDay y do u need a number to talk? use twitter! @PPrakash @mad_nad @AmolMathur @javashri @ubiquitense @idlee_amin #ccdsucks Tweet from @narayananh (Narayanan Hariharan) at 12:45 PM Feb 5 th from HootSuite Here is the #ccdsucks FAN page on #fb. Join in. RT to ur frnds.! Tweet from @Pricelessdream /@AmolMathur (Amol Mathur) at 5:567PM Feb 5 th from Echofon
    23. 25. REVIEWS: Word-of-mouth becomes WORLD-of-mouth
    24. 26. Are you ring-fencing your brand? Do you have Online Reputation Management set up??
    25. 27. Driving Footfalls Because only having fans on Facebook keeps neither the Spa busy, nor the cash registers!!
    26. 28. From Fans to Footfalls!!
    27. 29. And.. Footfalls to Fans! <ul><li>Your existing consumer touch points </li></ul><ul><li>New media initiatives start from zero </li></ul><ul><li>Consumers do not migrate cross-media on their own </li></ul><ul><li>Need: Reason, Means, Persuasion, Engagement </li></ul><ul><li>Special Incentives for Customers who are also Fans on Social Media </li></ul>
    28. 30. Do you have a Fans-to-Footfalls, and Footfalls-to-Fans strategy in place?
    29. 31. Location, Location, Location.. Heard of ?? Not, it’s not about cigarettes!
    30. 32. Giving “Tips”
    31. 33. Rewarding Loyalty
    32. 34. Are you monitoring “check-ins” into your Spa? Are you rewarding loyal fans?
    33. 35. Groups Discounts, Deals.. Good, Bad or Plain Ugly?!
    34. 36. Pros and Cons of Deals / Group Buying <ul><li>The Good Parts: </li></ul><ul><li>Sales – new customer acquisitions </li></ul><ul><li>Keeping the idle hours busy </li></ul><ul><li>Quick fix of sorts </li></ul><ul><li>The Bad (Ugly?) Parts: </li></ul><ul><li>Get slotted as a discount brand </li></ul><ul><li>Perception that consumer is getting cheated </li></ul><ul><li>Not really a ‘marketing’ effort </li></ul><ul><li>Will they ever pay full price then?? </li></ul>
    35. 37. To summarize Social Media in particular <ul><li>What Social Media is NOT: </li></ul><ul><li>Just Advertising! Not one more “campaign” </li></ul><ul><li>About SEO / Google search rankings! </li></ul><ul><li>Quick fix </li></ul><ul><li>What Social Media IS and CAN BE: </li></ul><ul><li>A means to connect and interact with your prospects and customers </li></ul><ul><li>An online reputation management tool </li></ul><ul><li>An ongoing marketing and business process </li></ul>
    36. 38. THANK YOU For more information, contact: Sanjay Mehta, Joint CEO Social Wavelength Web: Email: [email_address] Cell: +91-98200-40918 Twitter: @sm63