Social Media: Strategies & Case Studies Sanjay Mehta CEO, Social Wavelength

why “ Social Media: The online technologies and practices that people use to share opinions, insights, experiences and perspectives. Keeping in touch Making new friends Paying it forward Peer pressure Displaying Creativity Exhibitionism Altruistic impulse Getting validation Affinity to groups how Blogs Social networking sites wikis User generated videos and podcasts Forums and message boards Ratings and reviews tagging RSS widgets

How Big Is It

32 million global visitors Every minute – 20 Hrs worth of new video uploaded If Facebook was a country. Population? > 200 million! The number of blogs worldwide is 184 million. The number of people who read blogs worldwide is 346 million

opportunities

listening By Listening in to/Monitoring Social Media, you can: Find out what your brand means to customers. Get insights, new product and marketing ideas. Grasp the buzz around your brand, and its trends/shifts. Perform influencer identification Become aware of PR crises early “ Your brand is what your customers say it is.

By Listening in to/Monitoring Social Media, you can:

Find out what your brand means to customers.

Get insights, new product and marketing ideas.

Grasp the buzz around your brand, and its trends/shifts.

Perform influencer identification

Become aware of PR crises early

Case: Dominos Pizza Couple of Domino's employees posted an immature video of themselves contaminating the food at their local Domino's and put it on YouTube – caused a PR Crisis Because Dominos was listening to the chatter in social media, the damages were restricted Domino's responded the very next day, posting a sincere, honest and personal video on YouTube

Case: Dominos Pizza

Couple of Domino's employees posted an immature video of themselves contaminating the food at their local Domino's and put it on YouTube – caused a PR Crisis

Because Dominos was listening to the chatter in social media, the damages were restricted

Domino's responded the very next day, posting a sincere, honest and personal video on YouTube

Case: Mattel Objective: listen to and gain insight into the lives and needs of moms to help drive growth and innovation Strategy: private online community of 500 moms with kids aged 3—10 Result: Moms from the community provided Mattel with insights around how they felt about the recall, how they felt about Mattel, how they felt about China-produced toys, their perceptions of Mattel's response plan, what their biggest fears and concerns were, and what Mattel could do to help them.

Case: Mattel

Objective: listen to and gain insight into the lives and needs of moms to help drive growth and innovation

Strategy: private online community of 500 moms with kids aged 3—10

Result: Moms from the community provided Mattel with insights around how they felt about the recall, how they felt about Mattel, how they felt about China-produced toys, their perceptions of Mattel's response plan, what their biggest fears and concerns were, and what Mattel could do to help them.

Case: Kryptonite Leading manufacturers of bicycle locks - some enterprising bloggers figured out how to pick the locks using just a ballpoint pen The response was inadequate – Lack of Social Media presence – too slow to react, due to which the crisis magnified and there was a law suit filed against them for which a hefty price had to be paid

Case: Kryptonite

Leading manufacturers of bicycle locks - some enterprising bloggers figured out how to pick the locks using just a ballpoint pen

The response was inadequate – Lack of Social Media presence – too slow to react, due to which the crisis magnified and there was a law suit filed against them for which a hefty price had to be paid

speaking “ Speaking is about starting a conversation. In Social Media, when it comes to speaking, realize that: You have to go about this activity in a strategic manner, with clear goals and a well thought out plan Social Media is not another broadcast medium; you are starting a dialogue. Your aim is to build a community. You must create a presence that encourages interaction Honesty is the best policy

In Social Media, when it comes to speaking, realize that:

You have to go about this activity in a strategic manner, with clear goals and a well thought out plan

Social Media is not another broadcast medium; you are starting a dialogue.

Your aim is to build a community.

You must create a presence that encourages interaction

Honesty is the best policy

Case Study: Blendtec – Will it blend Objective -Marketing Drive to display the ability of the blender to cut through anything Strategy: Videos in which they show the blending of things from iPhones to bricks uploaded in Youtube Result: Wide spread awareness of the product

Case Study: Blendtec – Will it blend

Objective -Marketing Drive to display the ability of the blender to cut through anything

Strategy: Videos in which they show the blending of things from iPhones to bricks uploaded in Youtube

Result: Wide spread awareness of the product

Case Study : Dell on Twitter Objective: People should connect with Dell in ways they want/meaningful for them Strategy: They provide content subscriptions, deals and offers through Twitter; huge following on the Dell account on Twitter Result: Dell becomes one of the most popular brands on Social Media; direct increase in sales as well

Case Study : Dell on Twitter

Objective: People should connect with Dell in ways they want/meaningful for them

Strategy: They provide content subscriptions, deals and offers through Twitter; huge following on the Dell account on Twitter

Result: Dell becomes one of the most popular brands on Social Media; direct increase in sales as well

Case Study: Young & Free Alberta Objective: To Increase the number of young people opening a checking account in the credit union Strategy: They conducted a contest to find a young spokesperson, who then used a blog, YouTube, and Facebook to connect with other young people in Alberta Result: The number of accounts increased, from all over Alberta 2,316 Y&F Accounts $3,587,000 New Funds

Case Study: Young & Free Alberta

Objective: To Increase the number of young people opening a checking account in the credit union

Strategy: They conducted a contest to find a young spokesperson, who then used a blog, YouTube, and Facebook to connect with other young people in Alberta

Result: The number of accounts increased, from all over Alberta

2,316 Y&F Accounts

$3,587,000 New Funds

engaging “ Customers engaging with you, as well as each other. Pointers for fostering Company-to-Customer, and Customer-to-Customer engagement: Reach out to your Alpha customers. Provide a way by which customers can build a reputation by helping each other out. The power of Wikis. The power of Customer Powered support forums.

Pointers for fostering Company-to-Customer, and Customer-to-Customer engagement:

Reach out to your Alpha customers.

Provide a way by which customers can build a reputation by helping each other out.

The power of Wikis.

The power of Customer Powered support forums.

Case: Seaworld Objectives: create awareness & create demand for new attractions, Manta Attraction and Dolphin Bubbles Strategy: Engaged 6 influential bloggers, Social Media contest, Twitter, YouTube Result: High amount of conversations, discussions, and increase in the number of people visiting Seaworld

Case: Seaworld

Objectives: create awareness & create demand for new attractions, Manta Attraction and Dolphin Bubbles

Strategy: Engaged 6 influential bloggers, Social Media contest, Twitter, YouTube

Result: High amount of conversations, discussions, and increase in the number of people visiting Seaworld

Case: Linksys Objective: Help their customers find solutions to their problems more easily Strategy: Created Forums – People could talk to each other and solve each others’ problems Result: Engaged community of users, generated more bonding, saved large support costs

Case: Linksys

Objective: Help their customers find solutions to their problems more easily

Strategy: Created Forums – People could talk to each other and solve each

others’ problems

Result: Engaged community of users, generated more bonding, saved large

support costs

evangelizing “ Evangelize your customers and transform your relationship with them Methods of Evangelizing your customers: Encourage rating and reviewing of your products. Build a community around your product/brand. Participate in the communities surrounding your product/brand. Transform your relationship with your customer. Evangelized Customers = Most effective sales force, EVER.

Methods of Evangelizing your customers:

Encourage rating and reviewing of your products.

Build a community around your product/brand.

Participate in the communities surrounding your product/brand.

Transform your relationship with your customer.

Evangelized Customers = Most effective sales force, EVER.

Case: House Party ( Hershey’s Bliss) Objective: A campaign to introduce a new line of little chocolates Strategy: sign up for a party, get bags of the chocolates, share the product. Those who participated got to do a party blog or upload photos or videos Result: They energized 10,000 parties, reached 129,000 people, positive response – successful launch of the new chocolates

Case: House Party ( Hershey’s Bliss)

Objective: A campaign to introduce a new line of little chocolates

Strategy: sign up for a party, get bags of the chocolates, share the product. Those who participated got to do a party blog or upload photos or videos

Result: They energized 10,000 parties, reached 129,000 people, positive response – successful launch of the new chocolates

Case: eBags Objective – To maintain the quality of their bags consistently high Strategy: Encourage people to talk good/ bad about their product and act upon to improvise if needed; done through Rating & Review site and Monitoring of the Social Media space. Share actions taken as per user suggestions received Result: Customers become brand advocates; 30% growth rate in sales

Case: eBags

Objective – To maintain the quality of their bags consistently high

Strategy: Encourage people to talk good/ bad about their product and act upon to improvise if needed; done through Rating & Review site and Monitoring of the Social Media space. Share actions taken as per user suggestions received

Result: Customers become brand advocates; 30% growth rate in sales

adopting “ Adopting Social Media practices and changing the way your company Operates. Change? Yes we can. Co-creation Crowdsourcing Idea Exchanges & the power of an innovative community

Change? Yes we can.

Co-creation

Crowdsourcing

Idea Exchanges & the power of an innovative community

Case: Starbucks Objective: To help connect with the customers by co-creating the future of the company with them Strategy: Website: MyStrabucksIdeas.com – People post ideas about the product and services Result : Ideas chosen for future, further discussion around top ideas and announcement made about actions taken

Case: Starbucks

Objective: To help connect with the customers by co-creating the future of the company with them

Strategy: Website: MyStrabucksIdeas.com – People post ideas about the product and services

Result : Ideas chosen for future, further discussion around top ideas and announcement made about actions taken

Case Study: Salesforce Objective : Reduce costs by way of reducing number of rolled back changes Strategy: Create a platform where user can submit and vote on specific product ideas Result: Number of rolled back changes drastically dropped and number of features introduced went up by 50% on an year-on-year basis

Case Study: Salesforce

Objective : Reduce costs by way of reducing number of rolled back changes

Strategy: Create a platform where user can submit and vote on specific product ideas

Result: Number of rolled back changes drastically dropped and number of features introduced went up by 50% on an year-on-year basis

A bit about us Social Wavelength is a startup venture, incorporated in April 2009. Social Wavelength though, has been many years in the making! Sanjay Mehta: one of India’s earliest Internet entrepreneurs. Co-founded Homeindia.com in 1998, worked hands-on with this e-retail venture, selling ethnic Indian consumer products to global customers. Over the 9 years spent at Homeindia.com, mastered the business model – B2C and B2B over the Internet, consumer behavior, technologies, SEO/SEM, blogging, etc. After selling Homeindia.com in 2007, took over as COO, Compare Infobase Ltd. MapsofIndia.com, MapsofWorld.com, IndiaEdu.com, HeadlinesIndia.com, PicturesIndia.com, DGreetings.com, etc. were some of the leading portals of this Delhi based company. Besides managing operations and streamlining the business, got all of these entities into an active route towards Social Media. After spending 1.5 years at Compare Infobase, Sanjay moved on to start this new venture in Social Media Management, viz. Social Wavelength . Startup team in place, and the first three client engagements in place. Aiming to expand rapidly!

Social Wavelength’s Social Media Strategy Strategy is based on the 4P’s of Social Media . Strategy is based on the understanding the Social Media Engagement Landscape .

The 4P’s of Social Media and the S M Engagement Landscape People: Identifying the people we wish to target – Who are our customers? The Social Media Engagement Landscape: Authors : Generate content on Social Media. Critics : Comment on, rate and review content. Collectors/Curators : Collect and Tag Social Media Content. Joiners : Join groups/social networks/forums. Consumers : Consume content created by Authors and Critics. Inactives : None of the above. Purpose: Define the purpose of the Social Media initiatives we wish to undertake Plan: Create a stage wise implementation and rollout plan for meeting the purpose Process : Create a process, and now select the tools and technologies required to execute the plan. This process could well include one or more of Blogging, creating or using communities via Social Networking, participating in Message Boards and Forums, creating Podcasts / Videos, offering Ratings and Reviews. Social Wavelength can associate in any part of the entire process: from strategy to planning to complete execution!

The 4P’s of Social Media and the S M Engagement Landscape

People: Identifying the people we wish to target – Who are our customers?

The Social Media Engagement Landscape:

Authors : Generate content on Social Media.

Critics : Comment on, rate and review content.

Collectors/Curators : Collect and Tag Social Media Content.

Joiners : Join groups/social networks/forums.

Consumers : Consume content created by Authors and Critics.

Inactives : None of the above.

Purpose: Define the purpose of the Social Media initiatives we wish to undertake

Plan: Create a stage wise implementation and rollout plan for meeting the purpose

Process : Create a process, and now select the tools and technologies required to execute the plan. This process could well include one or more of Blogging, creating or using communities via Social Networking, participating in Message Boards and Forums, creating Podcasts / Videos, offering Ratings and Reviews.

Our Offerings: Training and Consulting Monitoring Writing Marketing

Training and Consulting

Monitoring

Writing

Marketing

Training services that we offer: Introductory talk on Social Media: roughly 45 – 60 minutes at client’s end Social Media Workshop / Retreat: a half-day session, interactive, for say, 20-50 persons, at client’s end Full fledged training program: with multiple modules, total of 16 sessions of 2 hours each, complete with tutorials and practical case studies (under development) Consulting services that we offer: State-of-the-brand study: current status of the company / brand, in Social Media, a study of the last 3 months of social buzz, categorized reporting Social Media Roadmap creation: helping client to evolve a 12-month (typically) strategic roadmap, taking into account resources and budgets Social Media Mentoring plan: a retainer arrangement to validate clients’ various efforts in Social Media, measure results, guide for changes, etc. Training and Consulting

Training services that we offer:

Introductory talk on Social Media: roughly 45 – 60 minutes at client’s end

Social Media Workshop / Retreat: a half-day session, interactive, for say, 20-50 persons, at client’s end

Full fledged training program: with multiple modules, total of 16 sessions of 2 hours each, complete with tutorials and practical case studies (under development)

Consulting services that we offer:

State-of-the-brand study: current status of the company / brand, in Social Media, a study of the last 3 months of social buzz, categorized reporting

Social Media Roadmap creation: helping client to evolve a 12-month (typically) strategic roadmap, taking into account resources and budgets

Social Media Mentoring plan: a retainer arrangement to validate clients’ various efforts in Social Media, measure results, guide for changes, etc.

There are plenty of tools available to crawl the web and monitor Social Media We recommend licensed versions, rather than the free tools Radian6, TNS Cymphony, Scout Labs, Techrigy, Trackur etc. are some of these They pull up data, but they also pull up junk, spam, slang, etc. Also in case of busy brands, the social conversations can be high in volume We take the Social chatter from the tools and put a human filter on top of it. We first remove the junk and the spam and retain only relevant content We then tag the content for client’s user departments / other categories We also tag the sentiment on the posts An accurate, easy-to-read and actionable report is submitted to client Usually monitoring is done on weekdays, reports submitted weekly Exception reports submitted in special situations For more sensitive brands, we can also set up 24x7 Real Time Monitoring Monitoring

We also help in creating content: Responses to blog posts and comments Responses to videos, podcasts, reviews, message board and forum posts Fresh blogs and article creation Creating simple, low cost videos and ensuring maximum channel reach Creating and running a Twitter account Managing a specific Social Networking persona for client While ideally, a client is best suited to handle such content creation on her own, however, due to various constraints, a client may need to outsource these at times. We would take a full brief and handle these tasks on behalf of the client. Writing

We also help in creating content:

Responses to blog posts and comments

Responses to videos, podcasts, reviews, message board and forum posts

Fresh blogs and article creation

Creating simple, low cost videos and ensuring maximum channel reach

Creating and running a Twitter account

Managing a specific Social Networking persona for client

While ideally, a client is best suited to handle such content creation on her own, however, due to various constraints, a client may need to outsource these at times. We would take a full brief and handle these tasks on behalf of the client.

Social Media Marketing is unlike traditional offline marketing. Or even traditional digital marketing, for that matter. Marketing is via relationship building, via communities, via engagement. We assist for specific tasks like: Influencer identification and outreach Twitter deals and promotions Community building Facebook apps creation and promotion Launch of a new product / movie release Other custom Social Media marketing ideas Marketing

Social Media Marketing is unlike traditional offline marketing.

Or even traditional digital marketing, for that matter.

Marketing is via relationship building, via communities, via engagement.

We assist for specific tasks like:

Influencer identification and outreach

Twitter deals and promotions

Community building

Facebook apps creation and promotion

Launch of a new product / movie release

Other custom Social Media marketing ideas

Questions? Sanjay Mehta CEO, Social Wavelength. [email_address] Company blog: blog.socialwavelength.com Personal blog: GrayHairWisdom.com Twitter: twitter.com/sm63 LinkedIn: linkedin.com/in/spmehta Tel: +91 98200-40918