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ContentsBrand ...............................................................................................................
CompanyA US$ 30 billion corporation, the Aditya Birla Group is an India-based, global conglomerate.With an extraordinary f...
Executive SummaryAditya Birla Group Leadership Programs offer prestigious employment to the finest BusinessSchool Graduate...
Platforms UsedApart from the website, which already existed, two platforms were utilized for the campaign:    LinkedIn:  ...
Online StrategyThe following tactics were used towards ensuring Online Branding for ABGLP:Online BrandingThe primary objec...
MixORG thus, found a way around by purchasing domain space in the name of ABGLP, creating‘company’ email addresses, referr...
Lead Generation MechanismLinkedIn Company pages’ ads offer an added feature of gathering leads among visitors to one’spage...
Outcome and ImpactWithin the allotted budget, the campaign achieved large scale branding for ABGLP. Ads forABGLP were run ...
Learning      A big take-away for the MixORG team by the end of the campaign came from the       innovation of creating a...
Screenshots  1. ABGLP Ads run on LinkedIn                               Figure 1: LinkedIn ads  2. The LinkedIn Company Pa...
3. Visitors to the Company Page could opt to ‘Follow Company’                             Figure 3: Follow Company  4. Vid...
5. Employees can tag themselves to the Company Page                            Figure 5: Employee Tags©MixORG             ...
6. ABGLP Programs listed as Products of the ‘Company’                             Figure 6: ABGLP Products©MixORG         ...
7. Map of ABG Corporate Office embedded on LinkedIn Company Page                               Figure 7: Map©MixORG       ...
8. Targeted Ads Run on LinkedIn                             Figure 8: LinkedIn Ads  9. Targeted Ads Run on Facebook       ...
10.     Impressions of Ad run on LinkedIn                             Figure 10: Impressions©MixORG                       ...
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Aditya Birla Group Case Study: Online Branding (doc)

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MixORG conducted a campaign for Aditya Birla Group in which it created close to 1.9 million impressions of ABG Leadership Program advertisements in 10 days. The objective of online branding of ABGLP was successfully achieved.

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Aditya Birla Group Case Study: Online Branding (doc)

  1. 1. qwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwer Aditya Birla Group Leadershiptyuiopasdfghjklzxcvbnmqwertyuiopas Programs Online Brandingdfghjklzxcvbnmqwertyuiopasdfghjklzx 3/1/2012cvbnmqwertyuiopasdfghjklzxcvbnmq MixORGwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxc
  2. 2. ContentsBrand ...................................................................................................................................................... 3Company ................................................................................................................................................. 3Industry ................................................................................................................................................... 3Duration .................................................................................................................................................. 3Target Audience ...................................................................................................................................... 3Aim/Objective ......................................................................................................................................... 3Executive Summary ................................................................................................................................. 4Platforms Used ........................................................................................................................................ 5Online Strategy........................................................................................................................................ 6 Online Branding ................................................................................................................................... 6 Innovation in Platform Development ................................................................................................... 6 Engaging Community ........................................................................................................................... 7 Lead Generation Mechanism ............................................................................................................... 8 Targeted Advertisements .................................................................................................................... 8Outcome and Impact ............................................................................................................................... 9Learning ................................................................................................................................................ 10Links ...................................................................................................................................................... 10Screenshots ........................................................................................................................................... 11 1. ABGLP Ads run on LinkedIn ........................................................................................................ 11 2. The LinkedIn Company Page opened up with an attractive banner in the front .......................... 11 3. Visitors to the Company Page could opt to ‘Follow Company’ .................................................... 12 4. Video Testimonial by Current ABGLP employees who had interned before being hired .............. 12 5. Employees can tag themselves to the Company Page................................................................. 13 6. ABGLP Programs listed as Products of the ‘Company’ ................................................................ 14 7. Map of ABG Corporate Office embedded on LinkedIn Company Page ........................................ 15 8. Targeted Ads Run on LinkedIn .................................................................................................... 16 9. Targeted Ads Run on Facebook .................................................................................................. 16 10. Impressions of Ad run on LinkedIn ......................................................................................... 17©MixORG Page 2
  3. 3. CompanyA US$ 30 billion corporation, the Aditya Birla Group is an India-based, global conglomerate.With an extraordinary force of 130,600 employees, belonging to 40 different nationalities, theGroup spans sectors from Retail to Mining, Financial Services, Cement, Chemicals, Textiles andmany more.BrandThe Aditya Birla Group Leadership Programs (ABGLP) were launched in 2007 with the objectiveof creating an alternate leadership pipeline for the Aditya Birla Group. Through these programs,ABG hires and grooms the best talent from select leading business schools. The focus is oncultivating high quality future leaders with innovative thinking.ABGLP includes the following programs:  LEAD (for individuals with 4-6 years’ experience)  LEAP (for individuals with 0-3 years’ experience)  Group Internship ProgramIndustryGlobal conglomerateDuration10 days in February 2012Target AudiencePremium talent from the top six leading Business Schools of the country: IIM Ahmedabad, IIMBangalore, IIM Calcutta, IIM Lucknow, XLRI and ISB-Hyderabad.Aim/ObjectiveIn order to facilitate the leadership grooming process at ABGLP, ABG seeks to interact andengage with students on the targeted six campuses. The purpose of the campaign specifically,was to utilize social networking platforms to:  Ensure Brand Building for the ABG Leadership Programs  Create awareness about the LEAD and LEAP programs  Encourage visits to the ABGLP website and ABGLP LinkedIn page©MixORG Page 3
  4. 4. Executive SummaryAditya Birla Group Leadership Programs offer prestigious employment to the finest BusinessSchool Graduates in India. Till date, the programs were primarily being branded offline oncampuses. However, ABG having lately decided to make a move towards online brandingthrough social media, hired MixORG to drive the campaign.In the online sphere, ABGLP existed in the form of their website. To bring them on a socialnetworking website, MixORG created a Company Page for ABGLP on LinkedIn. Targetedadvertisements were then run on both Facebook and LinkedIn to create top-of-the-mind recallwith repeated ad impressions. Further, these ads served towards driving traffic to the ABGLPwebsite and LinkedIn page.Leveraging on the various features that a LinkedIn company page offers, visitors to the pagewere engaged through attractive banners, videos and relevant information. Further, the viralnature of the social media platform was tapped into by allowing for programs and the page tobe ‘Shared’ and ‘Recommended’.In the ten days that the ads were run on each platform, it received close to 1.9 millionimpressions. Around 1500 people clicked through the ads and arrived at the landing pages. Allthis was achieved in a modest budget.The campaign was thus, a success. The execution of it involved some innovations andexperimentations in the field which led to useful learning for future campaigns. It also served asa good introductory experience for ABG in their first attempt at tapping into social media. Asnext steps, ABGLP can also use the LinkedIn portal MixORG created for uploading job postings,enabling job application processes and engaging with job-seekers. In addition, they can increasetheir presence on more social network platforms.©MixORG Page 4
  5. 5. Platforms UsedApart from the website, which already existed, two platforms were utilized for the campaign:  LinkedIn: While Aditya Birla Group and its various companies owned LinkedIn company pages, there was no separate space specially devoted to the ABG Leadership Programs. Thus, as one of the first steps, a LinkedIn company page was built solely for APGLP in order to ensure that it exists as an entity in itself on LinkedIn. Furthermore, targeted ads were run on LinkedIn that led to the ABGLP LinkedIn page on being clicked.  Facebook: In order to reach out to larger numbers, Facebook was a useful portal. Facebook ads were run for the target audience, who are present on a much larger scale on Facebook as compared to LinkedIn. The group that was being targeted is also likely to spend more time on Facebook than LinkedIn at an average, thus ensuring the likelihood of repeat views.  Website: The website of ABG Leadership Programs was already in existence. While no addition were made to it directly, it was set as the landing page for the Facebook advertisements in order to channel visitors to it. The idea was to get relevant people to scan the website and the information, which they otherwise may not have come across on their own.©MixORG Page 5
  6. 6. Online StrategyThe following tactics were used towards ensuring Online Branding for ABGLP:Online BrandingThe primary objective was to achieve significant online branding for Aditya Birla GroupLeadership Programs over Social Media platforms. For this purpose, MixORG wanted to runadvertisements on the two platforms where the target audience are present the most- LinkedInand Facebook. The idea was to ensure as many impressions of the ad as possible on a relevantperson’s profile, within the given budget of Rs 10,000 per platform. (Figure 1)Furthermore, the landing page of the ads should be attractive and give out maximum possibleinformation about ABGLP in the most effective way.Innovation in Platform DevelopmentWhile ABGLP already had a website of its own, it lacked a dedicated space on LinkedIn. Toenable this, MixORG had three options – create a Profile of ABGLP, create a Group by the nameof ABGLP or create a stand-alone Company page of ABGLP. LinkedIn rules, however, allowcompany pages only for registered companies, which it verifies via a company email id andwebsite. ABGLP, being only a program run by a company, could not technically register for aCompany page on LinkedIn. MixORG was clear about the fact though, that a Company Pageoffers maximum flexibility and options to brand ABGLP as compared to Profile or Group pages. LinkedIn Group LinkedIn Profile LinkedIn Company Page Represent your careerTell your company’s story Start a topic of discussion accomplishments Enable people to connect withHighlight your products and Like and comment onservices you discussions Get and giveEngage with followers and Follow people in your groupdrive word of mouth recommendations Search for jobsShare career opportunities Discuss career opportunities©MixORG Page 6
  7. 7. MixORG thus, found a way around by purchasing domain space in the name of ABGLP, creating‘company’ email addresses, referring to the already existent website as the ‘company website’.As a result, a LinkedIn Company Page was successfully created for ABGLP.Engaging CommunityThe LinkedIn Company Page was then utilized for the following engagement activities:  An engaging banner on the home page was meant to hold a visitor’s attention and impart maximum information in the most effective way. (Figure 2) To ensure cross- channel integration, this banner was kept the same as the one on the BAGLP website. However, the option to view other banners existed as a slider.  Interested visitors were given the option to “Follow Company” so that they receive regular updates from the page (Figure 3)  One could also Share the page among one’s network on LinkedIn  A video testimonial by current ABGLP employees was embedded on the page. First-hand experiences and recommendations from one’s own alumni can be extremely effective towards online branding for any company (Figure 4)  Employees of ABG working as part of the ABGLP can tag themselves as employees, thus creating a visible database of people working with ABGLP (Figure 5)  The programs within the ABGLP were listed as Products of the company. Thus, the LEAD (for individuals with 4-6 years’ experience), LEAP (for individuals with 0-3 years’ experience), Group Internship Program and STRATOS (an Annual Business Simulation competition) were listed as Products of ABGLP. (Figure 6)  Each of these ‘Products’ can be ‘Recommended’ or ‘Shared’, thus allowing for social word-of-mouth  A Company Page on LinkedIn also allows for a map of the Company. The ABGLP corporate office map was embedded on the home page (Figure 7)  Since there were no vacancies to be advertised immediately, that was not done. However, a Company Page allows for a ‘Careers’ tab, wherein ABGLP can upload job postings in the future as and when required.©MixORG Page 7
  8. 8. Lead Generation MechanismLinkedIn Company pages’ ads offer an added feature of gathering leads among visitors to one’spage. This feature was leveraged on by MixORG to create a very relevant database of peoplewho are interested in ABGLP. Such people grant approval to be contacted later by ABGLP withinformation regarding job and other opportunities.Targeted AdvertisementsGiven that ABGLP only hires premium talent from the top six leading Business Schools of thecountry: IIM Ahmedabad, IIM Bangalore, IIM Calcutta, IIM Lucknow, XLRI and ISB-Hyderabad,advertisements for the Program were only targeted to profiles that listed one of these B-Schools. These ads were run on LinkedIn (Figure 8) and Facebook (Figure 9). The downside ofthis approach is that one would miss out targeting those students or alumni who haven’tovertly mentioned their college on their profile. The very obvious upside, however, is that onesaves superfluous advertisement costs which would have otherwise been wasted on producingimpressions of the ad on irrelevant profiles.An additional strategy with respect to advertisements was to pay per impression rather thanpay per click. The reasoning behind this was that a high CTR was expected for the ABGLPadvertisements. A short test-run with constant monitoring evidenced the CTR for the ads to bearound 1.5%, much higher than the industry average of 0.2%. Pay per click, thus would haveproved to be an expensive model of payment. Pay per impressions was used instead as apayment model and this ensured higher ROI within the given budget, making the ads far moreeffective and economical.©MixORG Page 8
  9. 9. Outcome and ImpactWithin the allotted budget, the campaign achieved large scale branding for ABGLP. Ads forABGLP were run on both LinkedIn and Facebook. The landing page for the ads on each of theseportals was different, so as to direct visitors to both, the ABGLP website and LinkedIn companypage.The number of people fitting the description of the target audience was far higher on Facebook,as compared to LinkedIn, and thus, the corresponding number of impressions and clicks werehigher too. However, advertising on both medium was important for the audience could beexclusive. Furthermore, sighting the ads repeatedly on multiple portals serves to increase brandrecall, which was the primary objective of the campaign.LinkedIn also offered Lead Generation Mechanism to gather lead database for ABGLP, anoption that Facebook did not offer.Some facts and figures that reflect the outcome of the campaign: LinkedIn FacebookNumber of people targeted 3,514 61,700Number of Impressions/ people viewing: 18,935 1,874,931CPM (Cost per 1000 views) Rs 500 Rs 5.33Landing Page of Ad LinkedIn company page ABGLP websiteNumber of people who clicked on Ad 87 1,382Cost per click Rs 115 Rs 7.25Lead Count* 18 N/ACost per Lead generated Rs 555 N/AFrequency** N/A 35Amount spent on campaign Rs 10,000 Rs 10,000*Number of leads ABGLP received, that is people who requested to be contacted about ABGLP**Number of times the advertisement appeared per profile, indicating number of times one single person couldhave seen the adFor a visual representation of the steadily high number of impressions the LinkedInadvertisements received over the period of ten days that it was run, refer to Figure 10.©MixORG Page 9
  10. 10. Learning  A big take-away for the MixORG team by the end of the campaign came from the innovation of creating a Company Page for ABGLP on LinkedIn, which would otherwise not have been possible. For future purposes too, it was a revelation, that company departments, branches and programs need not be restricted to the limited functionality of a LinkedIN group, but can avail the advantages of a Company Page.  With regard to Targeted advertisements, a learning from the campaign was the need to judge and choose wisely between ‘Pay per Click’ and ‘Pay per Impression’ payment models. On monitoring ads, if it is noticed that the CTR is low, ‘pay per click’ model can be used. For high CTR ads, ‘pay per impression’ is a more judicious option.  While LinkedIn proved to be more expensive than Facebook, garnering much lesser impressions and clicks on the same budget, it is still advisable to utilize multiple platforms as repeated sightings of the same advertisement are bound to increase brand recall.LinksWebsite: http://www.abglp.com/LinkedIn : http://www.LinkedIn.com/company/aditya-birla-group-leadership-programs?trk=tabs_biz_home©MixORG Page 10
  11. 11. Screenshots 1. ABGLP Ads run on LinkedIn Figure 1: LinkedIn ads 2. The LinkedIn Company Page opened up with an attractive banner in the front Figure 2: Company Page Banner©MixORG Page 11
  12. 12. 3. Visitors to the Company Page could opt to ‘Follow Company’ Figure 3: Follow Company 4. Video Testimonial by Current ABGLP employees who had interned before being hired Figure 4: Video on LinkedIn©MixORG Page 12
  13. 13. 5. Employees can tag themselves to the Company Page Figure 5: Employee Tags©MixORG Page 13
  14. 14. 6. ABGLP Programs listed as Products of the ‘Company’ Figure 6: ABGLP Products©MixORG Page 14
  15. 15. 7. Map of ABG Corporate Office embedded on LinkedIn Company Page Figure 7: Map©MixORG Page 15
  16. 16. 8. Targeted Ads Run on LinkedIn Figure 8: LinkedIn Ads 9. Targeted Ads Run on Facebook Figure 9: Facebook Ads©MixORG Page 16
  17. 17. 10. Impressions of Ad run on LinkedIn Figure 10: Impressions©MixORG Page 17

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