Social Media and DTH

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This presentation shows how DTH companies are leveraging Social Media for the growth of its business

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Social Media and DTH

  1. 1. DIRECT TO HOME (DTH) INDUSTRY IN INDIA<br />HOW DTH COMPANIES CAN LEVERAGE SOCIAL MEDIA TO GROW ITS BUSINESS<br />1<br />© InRev Systems 2011<br />
  2. 2. AGENDA<br />B<br /> 1<br />INDUSTRY OVERVIEW<br />1.<br />2<br />© InRev Systems 2011<br />B<br /> 2<br />WHY SOCIAL MEDIA<br />1.<br />B<br /> 3<br />SOCIAL MEDIA INDEX<br />1.<br />B<br /> 4<br />RESEARCH FINDINGS<br />1.<br />
  3. 3. INDUSTRY OVERVIEW (1/2)<br />Market Overview<br /><ul><li>Private players such as Dish TV, Tata Sky, Sun Direct and Big TV cumulatively hold a major share of the DTH market in India
  4. 4. As of May 2010, the total DTH subscribers in India are close to 22 million. Thus the DTH has a market share of approximately 23%</li></ul>Source: www.pluggd.in<br />3<br />© InRev Systems 2011<br />Source: researchonindia<br />
  5. 5. INDUSTRY OVERVIEW (2/2)<br />4<br />© InRev Systems 2011<br />There is intense price war. Rapidly growing television market boost the industry. Overall, the attractiveness of the industry due to industry rivalry is MEDIUM<br />Industry<br />Rivalry<br />The industry is capital intensive and takes many years to breakeven which makes it difficult for new entrants to come easily. Moreover the industry is highly regulated. By TRAI. Overall, the attractiveness of the industry due to threat of new entrants is MEDIUM<br />Threat of New Entrants<br />Overall, the attractiveness of the industry is MEDIUM<br />Supplier includes infrastructure and software manufacturers. Programming cost is the largest cost for a DTH operator. There is low threat of forward integration. Overall, the attractiveness of the industry due to supplier power is MEDIUM<br />Supplier Power<br />There are large no of buyers and the no is increasing. There is medium switching cost for the customers. Overall, the attractiveness of the industry due to buyer power is MEDIUM<br />Buyer Power<br />There are several substitute such as Analogue Cable, Digital Cable, IPTV etc. which do possess some degree of threat. However DTH has many advantages too over traditional cable operators. Overall, the attractiveness of the industry due to threat of substitute is LOW to MEDIUM<br />Threat of Substitute<br />
  6. 6. WHY SOCIAL MEDIA (1/3)<br />5<br />© InRev Systems 2011<br />NEED <br /><ul><li>Threat of Substitutes is the foremost challenge faced by DTH operators – Cable Operators have the advantage of industry establishment, Digital TV is a cheaper substitute and high broadband penetration makes IPTV a potential success
  7. 7. Differentiation and Excellent Customer Service is the only key to success
  8. 8. Customers will have lots of queries and question on the available plans, packages and benefits amongst many other things. To address such queries, Companies should have a good feedback mechanism</li></ul>Social Media is the easiest way out for the DTH Companies to meet these requirements<br />
  9. 9. WHY SOCIAL MEDIA (2/3)<br />CREATEfan pages to post contact information, recent updates, and most importantly allow “fans” and the Company a means of communication on the main page and through the implementation of discussions on the fan page<br />6<br />© InRev Systems 2011<br />POWER<br />DEVELOPcatchy and clever ways to express the most recent company information. Customers can share recent experiences with the company, as well as recommend potential product ideas and innovations<br />UPLOAD and share videos and educate your customers with awareness, testimonial and videos showcasing what your Company provides and what your Company truly is<br />CONNECT the staffs of your Company, SHARE events organised and RECRUIT the best talents in the industry in this most professional social networking site<br />
  10. 10. WHY SOCIAL MEDIA (3/3)<br />7<br />© InRev Systems 2011<br />BUSINESS BENEFIT<br />
  11. 11. SOCIAL MEDIA INDEX (1/4)<br />8<br />© InRev Systems 2011<br />Airtel Digital TV – one of the leading DTH Company in India to adopt social media in engaging with its customers<br />Airtel Digital TV’s Facebook Page<br />Airtel has 3 Twitter Profile to handle customer service<br />
  12. 12. SOCIAL MEDIA INDEX (2/4)<br />9<br />© InRev Systems 2011<br />Dish TV is also active in the Social Media space<br />Dish TV’ s Facebook Page<br />Dish TV’ s Twitter Profile<br />Dish TV has over 1600 followers in Twitter and is using it for engaging and giving notification<br />Dish TV has over 20900 page LIKES the highest for any DTH Company<br />
  13. 13. SOCIAL MEDIA INDEX (3/4)<br />SOCIAL MEDIA GRADES is calculated based on the interactivity level of the DTH Companies in Facebook, Twitter, LinkedIn, YouTube and Blogs. It shows how active the DTH Companies are in the social media space<br />No of Channels represents the <br />number of social networking sites a <br />DTH Company is present in<br />10<br />© InRev Systems 2011<br />
  14. 14. SOCIAL MEDIA INDEX (4/4)<br />Social Engagement Graph:Interaction Plot of DTH Companies in the Social Media Space<br />11<br />© InRev Systems 2011<br />
  15. 15. RESEARCH FINDINGS (1/7)<br />BRAND AWARENESS: Number of conversations across web<br />Dish TV has the highest number of mentions in a 2 weeks period in the social media – <br />Tata Sky: 1116, Dish TV: 1214, Airtel Digital TV: 616and Videocon d2h: 984 <br />12<br />© InRev Systems 2011<br />
  16. 16. RESEARCH FINDINGS (2/7)<br />BRAND HEALTH: SENTIMENTS across web for different Telecom Companies<br />Even though Dish TV has the highest mentions, Dish TV is the most hated brand whereasAirtel Digital TV is the most loved brand<br />13<br />© InRev Systems 2011<br />
  17. 17. RESEARCH FINDINGS (3/7)<br />COMPARE the demographics – age group of your brand talkers with competitors<br />The keyword DTH is talked mostly by people in the age group of 26-35 irrespectively of the DTH brand. One interesting finding is that Airtel Digital TV is not talked about by teens<br />14<br />© InRev Systems 2011<br />
  18. 18. RESEARCH FINDINGS (4/7)<br />COMPARE the demographics – location of your brand talkers with competitors<br />All DTH Companies have very narrow reach in terms of geographical area – Videocon d2h being mentioned only in Tamil Nadu<br />15<br />© InRev Systems 2011<br />
  19. 19. RESEARCH FINDINGS (5/7)<br />COMPARE the source of messages <br />16<br />© InRev Systems 2011<br />Airtel Digital TV and Videocon d2h have strong mentions in Blogs; Tata Sky has high mentions in Blog and Facebook while Dish TV is strong in Blog and Twitter<br />
  20. 20. RESEARCH FINDINGS (6/7)<br />INDUSTRY INTELLIGENCE<br />Tracking the keyword “DTH” in Simplify360<br />There are 2093 mention of the keyword “DTH” in the social media within a period of 2 weeks alone<br />14% of the talks about DTH is related to negative sentiment about the topic. This is a huge number and DTH companies should drill down the reason behind it and address the issue<br />Majority of the people talking about the topic are in the age groups of 13-17, 18-25 and 26-35<br />17<br />© InRev Systems 2011<br />
  21. 21. RESEARCH FINDINGS (7/7)<br />INDUSTRY INTELLIGENCE<br />18<br />© InRev Systems 2011<br />Tracking the keyword “DTH” in Simplify360<br />Twitter Analytics<br />Of all the conversations about “DTH” in Twitter amongst Indian users, 38.3% related to hate for DTH<br />This calls for DTH companies and operators to give a reality check on their customer service<br />
  22. 22. Start Using Simplify360 Today<br />For Details, Visit - <br />http://simplify360.com/<br />http://simplify360.com/blog/<br />Or Send a Mail to -<br />david@in-rev.com<br />VP - Sales, <br />InRev Systems<br />http://www.facebook.com/simplify360<br />@simplify360<br />19<br />© InRev Systems 2011<br />

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