Social media marketing in India – A Case Study


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A case study that attempts to understand the Indian Social Media scene. The fastest growing economy after China. India has the largest consumer of mobile phones and internet in the sub-continent. Here is a study that analyses how companies have done organic Social Media Marketing in the diverse indian social structure

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Social media marketing in India – A Case Study

  1. 1. Overview · CaseStudy Social Media Marketing – Karthik Balasubramani
  2. 2. Dominant Platforms
  3. 3. The Numbers & Stats! Women are more active on Facebook than men.. While men are more active on twitter Women are generally more active on majority of social media sites compared to men! Source: Pew Research Center
  4. 4. Source: Pew Research Center Twitter continues to be the men's playground Social media presence is spread across all ages Facebook is the dominant social media site across all ages!
  5. 5. 1. Success Stories – Social Media Marketing 1.1 Adidas Cricket 1.2The Axe Effect 1.3 HDFC Social Banking 1.4Volkswagen India 1.5 MTV Roadies 1.6 Indian Magazines using social media Contents
  6. 6. adidas Cricket Natureof Business: Businessto Customer (B2C) Mission: Strengthen theassociation of adidaswith cricket leveraging social media Mission Statement: Engage, interact, spread word of mouth through social media Strategy: Sustained interaction and engagement waskey for building brand affinity among thetarget audience. To createaplatform wherethecricket fanscome, discuss, consumecontent and spread word of mouth among their peersso that it snowballsinto amovement and by thestart of world cup, it becomestheoneplatform wherethereal cricket fanscan identify with. Audience: Theprimary target audiencefor adidaswasin theagegroup of 14 – 19 years extended to 25. Thisaudiencehad ahugeaffinity towardsdigital media. Their digital footprints cover social networking, mobile, entertainment, sports, onlinevideosetc.
  7. 7. adidas Cricket Implementation: For sustained engagement, encouraged theusersto sharetheir viewsthrough constant cricket related conversationsbesidesother activitieslikeGames, Triviaand long term gameslikeFantasy cricket which generated phenomenal responseson all theengagement parameters. Sneak previewsand premiering of thenew campaign TVC’sarereleased first on Facebook beforethey aretaken liveon TV which hasalso increased theexcitement quotient. Around 94k usersfanned theadidascricket fan pageduring thefirst week of January 2011 making it oneof themost explosivefan pagesglobally. Channel: Facebook! it becamethecentral point for thelong term digital strategy. Invited theuserson theFacebook pageto sharetheir loveand passion for cricket with theobjectiveto maketheplatform synonymous with cricket. Thekey platform for theactivity wastaken asFacebook becauseit had thehighest affinity among thetarget audience. Learnings: Social mediaasaplatform hasbeen agreat turning point for thedigital campaigns. Thedaysof micrositesarelong gone. Social mediaprovidesthestickinessand long term attachment which keepstheaudiencehooked on to theBrand and help develop affinity with thebrand.
  8. 8. The AXE Effect Natureof Business: Businessto Customer (B2C) Mission: Theideawasto retain thestrengthen theAXE brand and createbuzz for thenewly launched AxeGoogly product Mission Statement: Thegoal wasto createawarenessand interaction for Axe’snew limited edition variant – Googly Strategy: Axeenjoysadistinctive, masculineand exuberant brand personality. Theproposition that Axehasalwaysbeen thesame. Usetheproduct in order to get an edgeover othersin the‘mating game’. Thecommunication isthereforeconsistently fun, cheeky, irreverent and full of unexpected surprises; and that’swhat makesit highly effective. Impact and Results: 11500+ Monthly ActiveUserson Axe– Highest Feedback rateseen was 15.69% – Daily 5000+ new fansareadded on to thepage. Recognition: ABBY Awards–2011: BEST USE OF INTERNET AND DIGITAL MEDIA CAMPAIGN INDIA – DIGITAL MEDIA AWARDS2011: Bronze– Best Viral Marketing – AxeAngelsClub Exchange4mediapresentsIDMA 2011: Silver – Best Useof Social Networks
  9. 9. The Social Bankers Indiaisknown for itstradeand commercefrom ancient times. Money management hasbeen an household activity for along time. But over time, with the industrial revolution and capitalization of economies financial institutionslikebankshavebecomethe modern day money managersof theaveragecitizen. According to arecent study conducted by UK-based Brand FinancePlc, Indian bankscontributed 1.7 per cent to thetotal global brand valueat US$ 14.74 billion and grew by 19%. A study by revealed that Indian bankswhether government or privatehave started using social mediato stay in touch with their customersand HDFC standsout asfar asleveraging social mediaisconcerned both in termsof number of channelsbeing used aswell asengaging with their customers.
  10. 10. TheCampaigns Facebook: HDFC’spageon Facebook generatesalot of feedback from users, thisservesasa ground for them to understand their fansaswell aspromotetheir banking products. Themoney matterssection which providesinteresting filtered financial newsand updatesbased on the interest to their fans. Also they keep engaging their userswith interesting puzzles/jigsawsfrom thefinancial world. Thepuzzlesinvariably led usersto associatethesolution with theschemes that HDFC had to offer. E.g.– During thefluctuating Gold prices, HDFC promoted itsGold Saving schemeswith its newsfeeds. Promoting HDFC wassafer for Gold investmentsthisgenerated interest in customersand helped loyal customersexpand their association with thebank. Twitter: HDFC’stwitter approach isbuilt upon their Facebook approach. Sharing interesting & relevant information with their followers, sharing new products& dealsfrom their stableand so on. No wonder that they haveahealthy follower count of 1300+ which isgrowing on thedaily basis. Youtube& Linkedin: HDFC Bank’scompany pageon LinkedIn hasmorethan 13,000 followers. They haven’t leveraged thisplatform to itsfull potential yet but still having apresenceon LinkedIn helpsthem, asthecompany stats& employeeslist can bebrowsed through to get interesting information about them.
  11. 11. TheCampaigns Here’sagraph showing thecomparison of different Indian bankson social media: The grades is a score of how active the banks are on social media The grades are scored based on interactivity level on social media The channels represent the different social networking sites
  12. 12. DasAuto! Volkswagen (VW) isoneof theworld’sleading automobilemanufacturersand thelargest carmaker in Europe. AsVolkswagen pursuesitsgoal of becoming thenumber one automaker in theworld by 2018, Indiahasbecomeakey component of itsstrategy. India, being theworld’ssecond fastest growing car market, with shipmentsexpected to morethan doubleby 2018. VW Indiacreated ground breaking campaignssuch astheworld’sfirst ‘talking newspaper’, which used light-sensitivechipsto speak to readersabout Volkswagen asthey turned the pagesof their morning newspaper. Thetalking newspaper ad created asensation in India, and garnered worldwideattention for taking print advertising to anew level. In oneyear, brand awarenessmorethan quadrupled, increasing from 8 percent to ahigh of 37 percent. Volkswagen next turned to digital mediato extend itssuccessand createnew opportunities for customersto connect with thebrand.
  13. 13. DasAuto! Volkswagen launched aseriesof Recommendation Adsencouraging morecustomersto join theconversation. Each ad showcased endorsementsof actual LinkedIn members, and invited thecommunity to recommend their favoriteVolkswagen model. Volkswagen used LinkedIn’sbroad reach (100 million membersworldwide, 9 million in India) and precisetargeting capabilitiesto connect with professionalswho matched the buyer profilesfor their different models. Lutz KotheHead of Markeitng VW Indiasaid whileformulating adigital strategy, “wehad to think out of thebox”. Rather than engaging audience, VW wanted to sell itscarson social media! A first of akind approach on social mediathat proved sales can betaken to social mediaand achieved! TheVW brand globally isclosely related asasymbol of power, professional identity and presence. Thisidentity made LinkedIn an automatic choice, asthebrand associated itself with thecorporateworld moreeasily. Thepotential VW ownerswereout thereon LinkedIn and, when you relateaproduct with your profession, thereisno better way to sell it.
  14. 14. DasAuto! VW having aglobal brand peoplecould easily recogniseit. Today, an averageVW buyer isacorporateprofessional, whoseconstantly involved in business discussionsand professional interactions. LinkedIn helpsleveragethisprofessional connect with itsAd promotions, which helped VW sell itscar by organic target of customers. ThisCampaign by VW wasagamechanger. Using asinglesocial mediachannel effectively closeto 700 customersregistered to try VW’sNew Beetlecar. Theimpact waseven higher with VW’sPolo and Vento models. Developing aglobal bran needs constant updating of channelsto reach itscustomers. VW achieved it, and hascreated customerson social media
  15. 15. TheRoadies Roadiesareality show started in 2003, isnow entering its9th season. A successstory scripted over 10 yearscouldn’t havebeen possiblewithout digital media. It’saclassic story of how television wheremost of themarketing happened in theyesteryearsispromoting itself on social media. Doesit mean that social mediaisbigger than theexpensiveTV commercial? I leavethejudgement to you! A 9 month trans-mediacampaign which resulted in establishing MTV Roadiesasthemost talked about brand in India. A campaign which madeMTV Roadiestheenvy of thebrand manager of every youth brand in thecountry. Not only did Roadiesestablish itself asagiant in thesocial mediaspace in Indiabut itsalso got Indianoticed in theInternational space(Itsin theTop 10 most engaged Facebook pagesof thewholeworld). It busted mythsof TV content not being consumed onlineand also mythswhich assumed Roadiesto betoo nichefor an evolved audience. A campaign which was completely for theusersat every step and which helped tailor on-air content based on how the audiencein thedigital spacewasresponding to previouscontent. A campaign which integrated TV, Outdoor, Mobileand Digital Media. A perfect exampleof how acampaign should useitswebsite, WAPsiteand social presence.
  16. 16. TheLearnings Insightsgained: Alwaysthink 360 degreeswhen it comesto acampaign. And think integration. Makeeverything associal and aseasily accessibleaspossible. Integrateonemediaplatform with the other. Short statusupdateswork. (An internal study showed that FB updateslesser than 120 charactersget morelikesthan theoneslonger than 120. Study doneafter studying 100 posts). WHAT NEXT? RoadiesSeason 8 ended on 18th June. Now we’ll have: RBG – RoadiesBattleGround. An online task based program to select thefirst Roadiefor Season 9 of Roadies. Roadiesspecific content – Over thenext few monthsdevelop content specific to theRoadiesaudienceand work on improving theaspirational quotient of Roadies. And then wait for Season 9! Call for entries, Auditions, Journey etc!
  17. 17. Indian Magazines With theprint mediadiminishing slowly, companiesareusing social mediato engageitsusersto stay moreinformed and help magazinessurvive. Thisslowdown isdueto thesuccessof onlinedigital mediawhich auser can accessfor free. Companiesareusing social mediaplatformslikeFacebook, Twitter etc. to increasetheir revenueby enhancing their magazinecontent. Facebook userscan share themagazinelinkswith their friends, groupsetc. Thesimplereason behind publishing companies going onlineisthat even though they havealargeaudiencewith theprint editions, they cannot attract onlineparticipants. Thepower of social mediahasattracted peopleto get information on their fingertipswithin seconds.
  18. 18. Indian Magazines According to aresearch report conducted in 2010 by theInternet and MobileAssociation of Indiaand market research firm IMRB, thetotal number of internet usersin Indiais71 million. Also, theamount of timethat peoplespend onlinehasincreased from 9 hoursto almost 16 hoursaweek. Someof the interesting aspectsasto why magazinesareusing moreof social media: 1.Real timeinformation 2.Open exchangeof ideas& opinions 3.Monetizing using social media 4.Expanding Content
  19. 19. 1. Real timeinformation Magazinesactiveon social mediagenerally keep posting real-timeinformation to itsusersto keep them updated. Thereadersdon’t haveto wait for adaily, weekly or even monthly publication to find out what isgoing on. Twitter isoneof theplatformswheremagazinestend to bemore activesharing link, updatesand posting their content. Outlook Indiaand other newsmagazines, for examplekeep updating real timenewsand articleson twitter. 2. Open exchangeof ideas& opinions Social mediahasbecometheplacefor peopleto exchangetheir ideasand opinionsnot only with each other but also other stakeholdersliketheinfluencers. For example, Autocar India’s Facebook pageprovidesaplatform for itsusersto participatein variousdiscussions. Forbes India’sFacebook pageupdatesuserson itsmarketing campaignsand special events. They also monitor and reply to questionsand feedback there.
  20. 20. 3. Monetizing using social media Brandsadvertising on magazine’sFacebook pagehelp thecompany improveon ratingsand visits by fanstoo. GQ India, for example, hasaFacebook pageand well asaGQ Blackberry App. Therefore, readers can accessthemagazinenot only from their personal computers, but also viaphones. 4. Expanding Content Overdrive, amagazinethat bringsthelatest from theworld of automobileshasoptionslikepolls, eventson itsFacebook Page. Another exampleisof GQ Indiawherein they had collaborated with Facebook for theMen of theYear Voting in Indiacontest. Asapart of this, GQ onlinereaders could votefor theMost Stylish Man of theYear using their Facebook account.
  21. 21. Indian Magazines Conclusion: Theideaof using social mediaand encouraging readersto accessinformation onlinehasfuelled theoverall user base. But, there isstill afar way to go when wecan say that old mediahascompletely strained out, which meansthat thenew mediastill needstheold media to survive. Print magazinesand social mediado work well together. Having astatic product outsideand incorporating thesameonlineis surely agamewinning strategy.
  22. 22. Conclusion Facebook isthenew hangout of themodern age. It hasbecomethat placeto which peoplecarry their personal and professional conversations. When thereisaplacewherealargegroup of peoplearecongregating on aregular basis, it createsan ideal environment to sell your products. ImaginealargescaleComic Con. All 365 daysayear, aplatform whereyou can interact with your customerseveryday. Thisispossibleonly on social media. For thesuccessof any product/businessit hasto reach theright audience. When your businessreachestheright people/audienceit helpsyou build your brand and expand your business. Thesuccessstoriesin thisstudy havenarrated how social mediawasused intelligently rather than just going around doing random posts. Wehaveto accept that social mediahasto be handled with intelligence. Social mediahelpspeopleconnect with your brand, loyalty grows when your customer isstill awareof what ishappening with abrand that heuseseveryday.
  23. 23. Social Media Monetization Karthik Balasubramani Follow Me! @kartzb /kartzb