Social Media Case Study - MIF Innovation for India Awards 2010
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Social Media Case Study - MIF Innovation for India Awards 2010

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A case study on how social media was used to increase awareness for a cause - the Marico Innovation Foundation. See how using social media, entries to the Awards, increased by a whopping 75%!

A case study on how social media was used to increase awareness for a cause - the Marico Innovation Foundation. See how using social media, entries to the Awards, increased by a whopping 75%!

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Social Media Case Study - MIF Innovation for India Awards 2010 Social Media Case Study - MIF Innovation for India Awards 2010 Presentation Transcript

  • Marico Innovation Foundation A Social Media Marketing Case Study
  • Background
    • Marico Innovation Foundation was created in March 2003 under the stewardship of Dr. Ramesh Mashelkar
    • The Foundation’s Mission is to Fuel Innovation in India
    • Instituted the annual Innovation for India Awards in the year 2006
  • Objectives of the Campaign
    • Create awareness for Innovation for India Awards
    • Encourage entrepreneurs – business & social - to send in entries for the 2010 edition of the Awards
    • Share innovations of past winners and encourage other innovators to share their innovations through the Awards
    • Enhance overall online visibility for Marico Innovation Foundation
  • Our Plan
  • What did we do?
  • Where did we talk about it?
  • How did Influencer Engagement Help?
    • Influencers played a key role in the success of this campaign
    • Helped increase the credibility for the Foundation
    • Helped us reach out to the right audience through their circle of influence
  • Influencer Engagement
    • What did we do?
      • Identified relevant influencers across various social media platforms including bloggers and community owners
      • Engaged with them and informed them about the Awards
      • Encouraged them to write about the Awards and the Foundation
    Reached out to over 6500 people
      • And the Result…
  • Coverage on Blogs
  • Coverage on Blogs
  • Online Directory Listings
    • What did we do?
      • Created social media releases on:
        • Marico Innovation Foundation Invites entries for Innovation for India Awards 2010
        • Last date of submitting entries for Innovation for India Awards 2010 extended to end of Oct 2009
      • Identified relevant directories
      • Published social media releases in over 25 online news sites
  • Coverage on News Sites
  • Coverage on News Sites
  • Videos
    • What did we do?
      • Developed brief videos giving an overview of the Foundation and the Awards
      • Provided details of participating in the Awards on the videos
      • Shared the video on multiple video sharing sites like:
        • You Tube
        • Metacafe
        • Rediffishare
        • Daily Motion
  • Sharing clips on video sharing sites
    • What did we do?
      • Initiated and participated in conversations in relevant Communities like:
        • Young Entrepreneur (Orkut)
        • Innovation Everywhere (Orkut)
        • Innovation(Facebook)
        • Change India (Facebook)
    Social Networking Sites Reached out to over 80,000 people over 43 communities
      • And the Result…
  • Seeding on Social Networking sites
    • On ORKUT
    • On FACEBOOK
    Seeding on Social Networking sites
  • Seeding on Social Networking sites
    • On FACEBOOK
    • What did we do?
      • Created and uploaded three exciting case studies of the past winners of Innovation for India Awards:
    Sharing Case studies on Document Sharing Sites
      • Received over 1300 views in just 2 months!
      • And the Result…
    Slide share Channel: http://www.slideshare.net/innovationindia /
  • Using Twitter for Innovation Awards Twitter Handle: http ://twitter.com/InnovationIndia/
  • Tweeting about the Awards!
  • People wrote to us
  • The Results
  • Results Total contacts over 90,000
  • Dramatic Increase in number of hits to the site since the Social Media Marketing Campaign kicked off in August 2009 Total no. of Hits received by MIF Websites!
  • 285% Increase in number of unique visitors to the site since August 2009 Total no. of Unique Visitors stopped over
  • Growth in avg. unique visitors for the MIF Website - 357%! Avg. Unique Visitors
  • The increase in avg. page views is 342% after the SMM Campaign was started in August, 2009 Avg. Hits received on the site
  • And most importantly…
  • Increase in no. of entries Last year Foundation invested in ATL which garnered 206 entries. This year, by leveraging social media alone, the Foundation saw a 75% increase in number of entries!
  • Thanks… www.windchimes.co.in