UNDERSTANDING SOCIAL MEDIA MARKETING
“You are there only “Generate “Develop
if they can find awareness of capability for
you” your products or people to
services” contact you
Visibility Engagement Awareness
“Provide “Build Trust &
information to Credibility with
engage people potential
1 Engaged Customer
Paid Ads at Content
Sites, Portals, Forum etc. ORM
3 Personal Networks Banner Social Networking
2 Engaged Prospect
2 Paid Ads at SNS SEO
WHAT CAN YOU ACHIEVE FROM SMM?
Ongoing Online Brand Lead
engagement Presence Building Generation
HOW CAN YOU EXECUTE SMM?
1 2 3 4 5
Presence & Moderation & Viral Campaigns
development for Proliferation
participation at reputation for reach and
brand promotion across the
top forums, blogs management engagement
and sales Internet
Dell Inc. is a multinational information technology corporation that develops, sells and
supports personal computers and other computer-related products. Today every Fortune 100
company does business with Dell. The company sells personal computers, servers, data
storage devices, network switches, software, and computer peripherals. Dell also sells HDTVs,
cameras, printers, MP3 players and other electronics built by other manufacturers
In July of 2005 Jeff Jarvis of Buzz Machine bought a lemon from Dell. He paid a premium for a
four year in-home service plan. Jarvis, when started facing problems with the Dell computer,
contacted Dell engineers to fix his computer. On repeated request when they refused to come
to his house and fix his computer, Jarvis got angry and started complaining about it and began
blogging. The other unhappy customers of Dell also joined Jarvis on the blogosphere. This
group of bloggers engaged in open warfare against Dell. Jarvis' widely circulated criticism had
triggered hundreds of bloggers to publicly complain about service they've received from Dell's
The blogosphere exposed a customer service problem that had been there all along. The
problem was not about Jarvis blogging. The problem was that Dell just didn’t care about its
customers. The impact of the collective blogging was enormous. The blog Dell-Hell by Jarvis
single handedly brought down Dell. He hurt their stock price. He hurt their reputation. The
damage was so severe that Michael Dell returned to run the company after three years. Dell
focused on improving customer service quality; Dell started engaging with the bloggers and
social media experts; and it came close to the customer and engaged them in the product
Campaign – IdeaStorm and StudioDell
To manage the fiasco, Dell started to address the core issues by investing an additional $150
million in their customer service operations. In 2006, Dell launched an official customer
services blog. In February 2007 Dell launched IdeaStorm and StudioDell. IdeaStorm allows Dell
users to feedback valuable insights about the company and its products and vote for those
they find most relevant. StudioDell is a place where Dell users could share videos about Dell-
Dell’s social media engagement
The idea of social media networking was to address the core issue and engage the customer
rather than managing the customers. The seriousness of Dell’s social media engagement is
reflected in the chief blogger, Lionel Menchaca, statement when he says “I agree with what
Jarvis had to say: instead of trying to control information that was made public, we should
have simply corrected anything that was inaccurate. We didn't do that, and now we're paying
Dell’s social media engagement
The engaged customer throughout the social media world are the leading voice of computer
manufacturers in social media environments. Dell has exceptional social media presence. At
the nadir of the social media curve 49 percent of blog posts were negative, today it has come
down close to 22 percent. Direct2Dell currently ranked about 700 on Technorati, among the
highest corporate blogs; it gets more than 5 million unique views per month. IdeaStorm is
doing good and over 7000 ideas have been submitted. Studio Dell gets more than 200,000
views per month. These figures will keep changing and if Dell is engaged with its customer it
can only go better.
Dell’s social media engagement
Today, the Dell community has become more engaged and strong. It became customer friendly
to the extent that it started owning their mistakes. Once they also put one of its exploded
laptops on its blog to admit, yes, there is a problem and it caused by the battery manufacturer.
What can be better result than the impact? Moreover, the company has done a lot to turn its
brand around, and it is working.
A small piece of information for all those who still don’t know, A-Star means Alto-Star. Suzuki
A-Star is the next generation Suzuki Alto. It is also known as the Suzuki Celerio or Nissan Pixo.
December 2008, A-Star was launched in India by the Indo-Japanese auto maker Maruti Suzuki.
In India, the car has been in the news since the time it was on the concept stands at Auto
Shows mostly for the Indian connection in its design cues, and fuel efficiency.
Maruti Suzuki A-Star features a sporty-designer looks. It is equipped with state-of-the-art
technology that promises to deliver a wonderful driving experience. A Star houses a brand
new KB series 998 cc engine under its hood that delivers 67 PS @ 6200 rpm and an
exceptionally good torque of 90 Nm @ 3500 rpms. If the technologic specification is not
enough the car promises to be the most fuel-efficient car in its category with an exceptional
mileage of 20 kmpl.
The A-Star is positioned as ideal car for the ambitious, daring and dynamic youngsters. This is a
car for the young individual who fall under the age bracket of 25-35 years. The car is a perfect
match for the youth of India who wanted something new, a trend setter, a potent, and a
futuristic car which claims to thrill and the feeling of being successful and invincible.
The car which was designed for the net generation had a killer online campaign. The launch of
the car preceded by an active online campaign which created buzz and arouse interest in the
product. The campaign was divided into two phase – pre launch and post launch.
The objective of the pre-launch phase was to act like a teaser campaign to create buzz within
the core TG and to attract them for repeated visits up till the actual launch. The primary aim of
the campaign was to connect with the identified TG of the A-Star – male group ranging from
25 – 35 years of age.
Engagement property - You tube Engagement property - Twitter
The pre-launch site holstered 2 animated virals which caught the pulse of web browsers with
its humour & style. The virals were infused with witty themes, funny lines and funnier visuals.
The virals took digs at classic Bollywood through the times starting from Sholay to current hits.
We can still watch tem at you tube. The other viral had star kids in focus each resembling their
The pre launch website was designed for the engagement with focus on stickiness. The
prelaunch site had a grungy design , a fun stress buster game, and it also ran a ‘Stop@Nothing’
contest. The creative them ‘Stop@Nothing’ is a regular feature at the site . Maruti continued
with the them after launch of the product and even today they use the them to run various
Source: twitter.com/suzukiastar, marutisuzukiastar.com
The objective of the post-launch phase was to create an online brand identity for the A-Star,
attract the TG, provide information, and other value added elements. The post launch
campaign was more of the brand association campaign. The beginning of the post launch
social media campaign was dramatically coincided with the website transforming into the
new features. The post launch website retained the grungy look and feel with a catchy track
playing in the background. As the product was unveiled the post launch website carries all the
necessary info about the A-Star, the technological prowess that went into its making and a
remarkable inside-out showcase of the car. The new website was more informative and also
contained other useful tools like the dealer locator and an option to book a test drive.
Engagement property - Facebook Engagement property - Stop@Nothing’
Engagement property - ‘Stop@Nothing’
The contest - ‘Stop@Nothing’ was declared open which urged users to submit entries that
stated how they ‘Stop @ Nothing’. It was a campaign designed to attitude shared with the
much awaited Star!
The winners of the campign - ‘Stop@Nothing’ were presented with sporty Tissot watches and
the pre launch phase came to an end. The end of the prelaunch campign - ‘Stop@Nothing’ was
not her end of the them. The post launch website also has a fun zone aptly named the ‘Stop @
Nothing Zone’. This zone includes interesting games, a photo gallery and the post launch
contest which waved the grand prize of meeting with the latest sensation in the Indian movie
industry, Mr. Farhan Akthar. In recent times it campaign rockin party is just a click away .
Sunsilk is a hair care brand, primarily aimed at women. It is produced by the Unilever group.
Sunsilk shampoos, conditioners and other hair care products are sold in 69 countries
Sunsilk – Gang of Girls
In 2002 Sunsilk sponsored the Miss India pageant and decided to establish an online presence
for the endeavor. The success of this activity spawned the idea of developing a portal for
young girls and soon thereafter the Sunsilk Naturals digital initiative Sunsilknaturals.com came
The Sunsilknaturals.com had 100,000 registered users and it offered hair suggestions and had
an active message board where members took discussions beyond hair care. The initial
response and success of the Sunsilknaturals.com strengthened the idea of launching a
community led website for the girls.
July 2006, FMCG giant HUL launched Sunsilk Gang of Girls, an online social networking website
built around its leading beauty shampoo brand, Sunsilk. It got great response on the launch
and in just 36 days managed to attract 100,000 members. The content on the site goes beyond
hair care and styling information to blogs, job offers, games, contests, music loungs, forums
etc. It also has a makeover machine in which the members could upload their photographs
and get an online makeover by trying out new hairdos, eye shades, lip-color, etc. Moreover,
Gang of Girls has various tools and activities which are designed to enable the target group to
have fun, and provide a sense of emotional bonding.
Online promotion meets offline activities
Gang of Girls was launched with a media blitz in broadcast, print, outdoor and online media. It
also made extensive use of public relations to promote the site. To increase awareness of the
site HUL conducted mall activation programs and participated in college youth festivals.
Source: bcwebwise, andhranews.net
In November 2006, it was reported that the site had generated 200 million hits and got on an
average 12 million to 13 million page views per month.
In March 2007, HUL launched the Gang of Girls TV where members could upload their videos
and share them with the other members. By March 2007, the number of registered members
had crossed the half million mark, with about 30,000 gangs. The other interactive features like
Makeover Machine, the Sunsilk Buddy, the Life Can’t Wait, Rhythm Lounge helped engage the
Gang of Girls.
Sunsilk – just a beginning
The word-of-mouth advocacy generated by such efforts would go a long way in building a
brand. Moreover, in the form of the Gang of Girls, HUL offered a platform where the target
group could engage without the constraints of time and location. The success of Sunsilk Gang
of Girls, over the years, has given way to the launch of Gang of Girls websites for each of a
number of countries in South and South-East Asia.
Zappos.com is an online shoe and clothing shop, based in Henderson, Nevada, USA. Since its
founding in 1999, Zappos has grown to be the biggest online shoe store. In November 2009,
Amazon.com bought Zappos for $1.2 billion.
Zappos used loyalty and relationship marketing as a business model for the success. The
primary sources of the company's rapid growth have been repeat customers and numerous
word of mouth recommendations. Zappos has a stated goal to offer "best service in the
industry." It promoted benefits like free shipping both-ways, 365-day return policy, and 24X7
A customer centric company
Zappos.com is a company known for their customer service and use of social media as a tool
to communicate with customers. It is important to note that customer services is the number
one priority of the company, sales is not. Zappos wants the customer, to have an outstanding
shopping experience every time they do business with them. It is a customer centric company
and all its customer and prospects are highly engaged and involved. The company's culture
focused on making sure every interaction with the customer results in them saying, “That was
the best customer service I have ever had.”
Zappos uses various customer interaction channels including telephone, email, Twitter, blogs,
streaming video, Facebook, YouTube and others. The most remarkable of all the social media
efforts of Zappos as the company is, Twitter. Zappos has a dedicated page for Twitter on its
site that's linked to from every other page on the site with the words – “what are Zappos
employees doing right now?” There's also an employee leader board that shows who's on
Twitter and how many followers they have.
Zappos has worked uncompromisingly at bringing humanization to what can be an extremely
cold online experience. It has infused life into online marketing. The success of Zappos
depends on two elements viz., service and culture. The employees of zappos believe that their
culture is unique as it offers the company a competitive advantage and they use social media
to project their unique culture to the world.
All the employees of Zappos have a Twitter account dedicated to service issues. They uncover
service opportunities, initiate response, amplify praise, and reinforce service reputation.
Zappos also manages its culture over social media. At Zappos, all employees have Twitter
accounts and the new hire is consistent with this culture of service. At Zappos most of their
social media initiatives are about exposing the people, who through their actions reinforce the
company’s competitive advantage. The honest and transparent approach makes the company
Best Customer Service
The CEO of Zappos leads by example, he communicates about his passions. He is honest and
transparent. He has personally invested in Social Media. Zappos as a company measures the
social media return on the parameters of culture and service. They don’t calculate it’s ROI on
sales as they don’t consider it a traditional marketing channel.
Zappos is clearly the new generation company which is forging a new era of business. They are
just not selling products but they are engaging customer They are making personal and
emotional connections. We must understand that Zappos doesn’t sell product with the help of
Twittering and blogging. They just engage and measure the reaction over the social network.
The company really builds relationships with customers with the help of telephone calls and
the email conversations.