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%!

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Social Media Case Study - MIF Innovation for India Awards 2010

  1. 1. Marico Innovation Foundation A Social Media Marketing Case Study
  2. 2. Background <ul><li>Marico Innovation Foundation was created in March 2003 under the stewardship of Dr. Ramesh Mashelkar </li></ul><ul><li>The Foundation’s Mission is to Fuel Innovation in India </li></ul><ul><li>Instituted the annual Innovation for India Awards in the year 2006 </li></ul>
  3. 3. Objectives of the Campaign <ul><li>Create awareness for Innovation for India Awards </li></ul><ul><li>Encourage entrepreneurs – business & social - to send in entries for the 2010 edition of the Awards </li></ul><ul><li>Share innovations of past winners and encourage other innovators to share their innovations through the Awards </li></ul><ul><li>Enhance overall online visibility for Marico Innovation Foundation </li></ul>
  4. 4. Our Plan
  5. 5. What did we do?
  6. 6. Where did we talk about it?
  7. 7. How did Influencer Engagement Help? <ul><li>Influencers played a key role in the success of this campaign </li></ul><ul><li>Helped increase the credibility for the Foundation </li></ul><ul><li>Helped us reach out to the right audience through their circle of influence </li></ul>
  8. 8. Influencer Engagement <ul><li>What did we do? </li></ul><ul><ul><li>Identified relevant influencers across various social media platforms including bloggers and community owners </li></ul></ul><ul><ul><li>Engaged with them and informed them about the Awards </li></ul></ul><ul><ul><li>Encouraged them to write about the Awards and the Foundation </li></ul></ul>Reached out to over 6500 people <ul><ul><li>And the Result… </li></ul></ul>
  9. 9. Coverage on Blogs
  10. 10. Coverage on Blogs
  11. 11. Online Directory Listings <ul><li>What did we do? </li></ul><ul><ul><li>Created social media releases on: </li></ul></ul><ul><ul><ul><li>Marico Innovation Foundation Invites entries for Innovation for India Awards 2010 </li></ul></ul></ul><ul><ul><ul><li>Last date of submitting entries for Innovation for India Awards 2010 extended to end of Oct 2009 </li></ul></ul></ul><ul><ul><li>Identified relevant directories </li></ul></ul><ul><ul><li>Published social media releases in over 25 online news sites </li></ul></ul>
  12. 12. Coverage on News Sites
  13. 13. Coverage on News Sites
  14. 14. Videos <ul><li>What did we do? </li></ul><ul><ul><li>Developed brief videos giving an overview of the Foundation and the Awards </li></ul></ul><ul><ul><li>Provided details of participating in the Awards on the videos </li></ul></ul><ul><ul><li>Shared the video on multiple video sharing sites like: </li></ul></ul><ul><ul><ul><li>You Tube </li></ul></ul></ul><ul><ul><ul><li>Metacafe </li></ul></ul></ul><ul><ul><ul><li>Rediffishare </li></ul></ul></ul><ul><ul><ul><li>Daily Motion </li></ul></ul></ul>
  15. 15. Sharing clips on video sharing sites
  16. 16. <ul><li>What did we do? </li></ul><ul><ul><li>Initiated and participated in conversations in relevant Communities like: </li></ul></ul><ul><ul><ul><li>Young Entrepreneur (Orkut) </li></ul></ul></ul><ul><ul><ul><li>Innovation Everywhere (Orkut) </li></ul></ul></ul><ul><ul><ul><li>Innovation(Facebook) </li></ul></ul></ul><ul><ul><ul><li>Change India (Facebook) </li></ul></ul></ul>Social Networking Sites Reached out to over 80,000 people over 43 communities <ul><ul><li>And the Result… </li></ul></ul>
  17. 17. Seeding on Social Networking sites <ul><li>On ORKUT </li></ul>
  18. 18. <ul><li>On FACEBOOK </li></ul>Seeding on Social Networking sites
  19. 19. Seeding on Social Networking sites <ul><li>On FACEBOOK </li></ul>
  20. 20. <ul><li>What did we do? </li></ul><ul><ul><li>Created and uploaded three exciting case studies of the past winners of Innovation for India Awards: </li></ul></ul>Sharing Case studies on Document Sharing Sites <ul><ul><li>Received over 1300 views in just 2 months! </li></ul></ul><ul><ul><li>And the Result… </li></ul></ul>Slide share Channel: http://www.slideshare.net/innovationindia /
  21. 21. Using Twitter for Innovation Awards Twitter Handle: http ://twitter.com/InnovationIndia/
  22. 22. Tweeting about the Awards!
  23. 23. People wrote to us
  24. 24. The Results
  25. 25. Results Total contacts over 90,000
  26. 26. 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!
  27. 27. 285% Increase in number of unique visitors to the site since August 2009 Total no. of Unique Visitors stopped over
  28. 28. Growth in avg. unique visitors for the MIF Website - 357%! Avg. Unique Visitors
  29. 29. The increase in avg. page views is 342% after the SMM Campaign was started in August, 2009 Avg. Hits received on the site
  30. 30. And most importantly…
  31. 31. 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!
  32. 32. Thanks… www.windchimes.co.in

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