What we will cover:1. Social Media Strategy 1012. Some Youth Market Insights3. Brands and Youth Markets4. Case Study (* if time permits)
Social Media Strategy 101 (slide 1/2) WHAT is Social Media? • The Online Technologies and Prac?ces.. • That People Use… • To • Share Opinions, Insights, Experiences and Perspec?ves So where do BRANDS come in here?? What Opportuni?es do Brands have? • Listening • Talking • Engaging • Evangelizing • Adop?ng
Social Media Strategy 101 (slide 2/2) And so the Strategy? Back to the 4 P’s • People • Authors • Cri?cs • Collectors or Curators • Joiners • Consumers • Inac?ve • Purpose • Plan • Process
Enough and more sta?s?cs about the Youth Market, I am sure..
The Youth Market, then.. • EVERYONE wants a slice.. • Wan?ng is NOT the same as Doing! • S?ll use Old Wine in New Bole • Tradi?onal Media • New Media but old ways!
What’s youth more likely to be doing? And yet, where does the marke?ng money go??
It’s not about carpet • Well thought out strategy bombing anymore… • Measurable, clear objec?ve driven Using Social Media then..
The way that the youth takePurchase Decisions has changed
Get into the youth’sbuying decision journey i. Awareness / Considera?on ii. Evaluate – cri?cal touch point iii. Buy – Point of Sale Issues iv. The Loyalty Loop -‐ Advocacy
• Most budgets allocated to crea?ve and media buy • Alloca?ons are usually about plaaorm choices (radio / TV / Print), with digital gebng loose change • This doesn’t work – for youth markets at least • Also need budgets for “non-‐work” areas like crea?ng, managing and monitoring owned and earned media
The Channel [v] ChallengeWhat Was Involved? i. Target Group: college students from all across the country (core TG for [v] anyway) ii. Event: India’s largest inter collegiate event, Indiafest, in Goa iii. Reach as large a number as possible, in as short a ?me as possible, at as low a cost as possible ** as always, the marke?ng wish list
Used Our Learning in Social Media What works, what doesn’t? A very simple idea.. 1. As a brand, don’t try to create Farmvilles – keep it simple 2. Causes that get large scale par?cipa?on are not about ‘changing the world’, but about simpler issues in life 3. Passion drives viral engagement 4. Arm chair ac?vism works 5. Impulsive par?cipa?on is good 6. Easy way to recruit more 7. In doing all this, stay close to your core TG and to your core focus area
What was involved?1. Applica?on ran on [v]’s Facebook page 2. On the Facebook page, there was a Pre-‐like lure, and Post-‐like revela?on (fan build strategy) 3. The Display Picture of the [v] Facebook page promoted the ac?vity 4. The simple 3-‐step par?cipa?on was highlighted 5. Simply go and ‘like’ your college; if you don’t ﬁnd your college, add it, and then ‘like’ it 6. One could vote for more than one college 7. On the mini-‐page for each college, one could see names and photos of all those who had voted for that college 8. A Leaderboard was shown prominently; if your college was not there, you could work on it! 9. An ‘invite friends’ link also beckoned 10. Sabse Liked College was promoted on various college forums and groups 11. Regular posts happened from [v] FB page
All about Increasing Awareness And Amplifying Growth Through Contest
Results of Sabse Liked Collegei. Ran from Dec 12, 2010 to Jan 31, 2011 ii. [v] fan base on Dec 12: 343,185 iii. [v] fan base on Jan 31: 648,079 iv. Growth of 89% in just 50 days!!!
THANK YOU Sanjay Mehta Joint CEO, Social Wavelength email@example.com +91-‐98200-‐40918 @sm63