Using SocialMedia to reachYouth Markets         Sanjay	  Mehta	  Jt	  CEO,	  Social	  Wavelength	  
Where	  do	  these	  insights	  come	  from?	  	                     About	  Me..	  
Partial	  Client	  List	  	  
Partial	  Client	  List	  	  
What we will cover:1.    Social Media Strategy 1012.    Some Youth Market Insights3.    Brands and Youth Markets4.    Case...
Social	  Media	  Strategy	  101	  (slide	  1/2)	  WHAT	  is	  Social	  Media?	  	   • The	  Online	  Technologies	  and	  ...
Social	  Media	  Strategy	  101	  (slide	  2/2)	  And	  so	  the	  Strategy?	  Back	  to	  the	  4	  P’s	  • People	      ...
Some Insights  about theYouth Market
FUN…	  	  
ME…	  
FAME…	  
HOLLYWOOD…	  
MUSIC…	  
NOW…	  
HUMOUR…	  
THRILL…	  
ROMANCE…	  
TECH…	  
Brands andYouth Markets?
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	  Doin...
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…	                • 	  Meas...
The way that the youth takePurchase Decisions       has changed
Get into the youth’sbuying decision journey   i.      Awareness	  /	  Considera?on	     ii.    	  Evaluate	  –	  cri?cal	 ...
• Most	  budgets	  allocated	  to	  crea?ve	  and	  media	  buy	  	  • Alloca?ons	  are	  usually	  about	  plaaorm	  choi...
CASE	  STUDY	  OF	  A	  YOUTH	  BRAND	  
The Channel [v] ChallengeWhat	  Was	  Involved?	  i.  Target	  Group:	  college	  students	  from	  all	  across	  the	  c...
Used Our Learning in Social Media            What	  works,	  what	  doesn’t?	                                      A	  ver...
What was involved?1.    Applica?on	  ran	  on	  [v]’s	  Facebook	  page	  2.    On	  the	  Facebook	  page,	  there	  was	...
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	  ...
THANK	  YOU	                                                                     Sanjay	  Mehta	                          ...
Using social media to reach youth markets
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Using social media to reach youth markets

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Sanjays presentation at 3rd Mobile Marketing Breakfast Oct 12th 2012 in Vienna at Woodapples Headquarter

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Using social media to reach youth markets

  1. 1. Using SocialMedia to reachYouth Markets Sanjay  Mehta  Jt  CEO,  Social  Wavelength  
  2. 2. Where  do  these  insights  come  from?     About  Me..  
  3. 3. Partial  Client  List    
  4. 4. Partial  Client  List    
  5. 5. What we will cover:1.  Social Media Strategy 1012.  Some Youth Market Insights3.  Brands and Youth Markets4.  Case Study (* if time permits)
  6. 6. 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  
  7. 7. 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  
  8. 8. Some Insights about theYouth Market
  9. 9. FUN…    
  10. 10. ME…  
  11. 11. FAME…  
  12. 12. HOLLYWOOD…  
  13. 13. MUSIC…  
  14. 14. NOW…  
  15. 15. HUMOUR…  
  16. 16. THRILL…  
  17. 17. ROMANCE…  
  18. 18. TECH…  
  19. 19. Brands andYouth Markets?
  20. 20. Enough  and  more  sta?s?cs  about  the  Youth  Market,  I  am  sure..    
  21. 21. 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!  
  22. 22. What’s  youth  more  likely  to  be  doing?   And  yet,  where  does  the  marke?ng  money  go??  
  23. 23. It’s  not  about  carpet   • Well  thought  out  strategy   bombing  anymore…   •   Measurable,  clear  objec?ve  driven  Using Social Media then..
  24. 24. The way that the youth takePurchase Decisions has changed
  25. 25. 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  
  26. 26. • 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  
  27. 27. CASE  STUDY  OF  A  YOUTH  BRAND  
  28. 28. 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    
  29. 29. 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  
  30. 30. 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  
  31. 31. All  about  Increasing  Awareness  And   Amplifying  Growth  Through  Contest  
  32. 32. 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!!!  
  33. 33. THANK  YOU   Sanjay  Mehta   Joint  CEO,  Social  Wavelength  smehta@socialwavelength.com                                      +91-­‐98200-­‐40918                        @sm63  

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