Social Commerce
For
Keells Foods India
Influencing buying behaviors using social
media
By
Cloud 9 Media
Case Study
John Keells Foods – Sri Lankan Food & Hospitality
Giant
Enters Indian Market – January 2008
Category - Processed Continent...
India Internet Penetration: 60 Million (Current)
On Social Networks 50% 30 Million
75% of online users belong to aspiring ...
Over 60 million users are online
That’s over 5times the readership of the largest selling
English daily ,Or
5 times the co...
Demographics :
» 18 – 29 years 55%
» 30 – 49 years 54%
» 50 – 64 years 40%
» 65 years and older 27%
Meet Consumer 2.0
Brand Messenger – Sasha Keells
Cloud 9 Media personified the brand on social media with a
character called Sasha Keells
So...
• Facebook noticed a growth of 89% users over last
year
• 109% growth of the users between 18 to 35 years
• Most preferred...
Love & Food – Gourmet
Affairs
Cloud 9 Media created awareness
around the Keells brand by creating
interest around food, oc...
- Cloud9 created a character who represents the food lovers
- Share information, trivia and brand and food talk
- Join exi...
Creativity
We Made Sasha Real!!
From her job to her maid, from the making quick bites for dinner to driving in Delhi
traff...
Response
Over 200 Positive
comments in 30
days
Response
APPROACH
STEP 1
STEP 2
STEP 3
STEP 4
Create Food lover
Characters
Create Content on Blogs
& Micro Blogs as a start
Point t...
Reached 2,74,000people
10,00,000
Unique messages In 30 Days
Via
Over 800 Friends
Over 200 Keells Loyals
Over 1300 Blog Vis...
Welcome to
World 2.0!
Did You know?
2/3of the economy
is now influenced by
Personal Recommendations
Source McKinsey & Comp...
Investment Return on Social
Media
At less than 1/4th
the cost of your
Total Marketing & Communications Budget
You can use ...
So what’s the BEST way to
communicate on Social
Media?
http://bit.ly/hmhrS
View Cloud 9 Credentials
Two Ways to do it
Option One: Do it yourself
a) But it’s time-consuming
b) You’ll need to pay someone to create the conver...
Lets get your brand talking!
WRITE TO US
Nipun Kapur (Global Sales) Ritesh Mathur (India Sales)
9818450157 9717775750
Nipu...
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Social Commerce Campaign - John Keells Foods

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One of my first and perhaps the most interesting social media campaigns. At Coud9 Media we developed a campaign by the name of 'Sasha Keells' for John Keells Foods as a part of their market entry strategy.

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Social Commerce Campaign - John Keells Foods

  1. 1. Social Commerce For Keells Foods India Influencing buying behaviors using social media By Cloud 9 Media Case Study
  2. 2. John Keells Foods – Sri Lankan Food & Hospitality Giant Enters Indian Market – January 2008 Category - Processed Continental Meat Products Key Competitors: Venkys, Godrej, Meatzza etc. Objective : Create product awareness in the category and generate sales Situation
  3. 3. India Internet Penetration: 60 Million (Current) On Social Networks 50% 30 Million 75% of online users belong to aspiring & consuming class & half of them belong to SEC ‘A’ & SEC ‘B’ i.e. 45 Million (Source: Juxt Consult, Online Survey’ 2009) Internet – Overview
  4. 4. Over 60 million users are online That’s over 5times the readership of the largest selling English daily ,Or 5 times the combined readership of the leading 3 newspapers in India, Or 4 times the combined readership of India's leading 5 English magazines Login India – Reach of Social Media
  5. 5. Demographics : » 18 – 29 years 55% » 30 – 49 years 54% » 50 – 64 years 40% » 65 years and older 27% Meet Consumer 2.0
  6. 6. Brand Messenger – Sasha Keells Cloud 9 Media personified the brand on social media with a character called Sasha Keells Solution
  7. 7. • Facebook noticed a growth of 89% users over last year • 109% growth of the users between 18 to 35 years • Most preferred network by females • Perceived as most secure social media site for females (Source: Comscore, July 2007) Why Facebook…??
  8. 8. Love & Food – Gourmet Affairs Cloud 9 Media created awareness around the Keells brand by creating interest around food, occasions and different recipes that could be created using Keells Products on Sasha’s Blog ‘Gourmet Affairs’ Solution
  9. 9. - Cloud9 created a character who represents the food lovers - Share information, trivia and brand and food talk - Join existing groups and networks - Pull the audiences to blogs and communities created by Cloud9 for Keells - To keep the symmetry of thought, the tweets, facebook and blog entries are synced together Logic
  10. 10. Creativity We Made Sasha Real!! From her job to her maid, from the making quick bites for dinner to driving in Delhi traffic; Sasha’s conversations were crafted carefully keeping in mind the target audience and the desired response from them.
  11. 11. Response
  12. 12. Over 200 Positive comments in 30 days Response
  13. 13. APPROACH STEP 1 STEP 2 STEP 3 STEP 4 Create Food lover Characters Create Content on Blogs & Micro Blogs as a start Point to build dialogue Join existing Fan Conversations Build on Foods, Cold cuts, recipes and allied conversation Direct the attention of the fans back to Blogs and Micro Blogs created by Cloud 9 To measure effectiveness
  14. 14. Reached 2,74,000people 10,00,000 Unique messages In 30 Days Via Over 800 Friends Over 200 Keells Loyals Over 1300 Blog Visitors Over 15000 Twitter Followers Result
  15. 15. Welcome to World 2.0! Did You know? 2/3of the economy is now influenced by Personal Recommendations Source McKinsey & Company Only 14%of people trust ads 78% of people trust consumer Recommendations Source: Neilsen Global Trust In Advertising Survey, 2008
  16. 16. Investment Return on Social Media At less than 1/4th the cost of your Total Marketing & Communications Budget You can use Social Media to Enhance •PR •Customer Service •Loyalty Building •Collaboration •Networking •Thought Leadership •New Customer Acquisition
  17. 17. So what’s the BEST way to communicate on Social Media? http://bit.ly/hmhrS View Cloud 9 Credentials
  18. 18. Two Ways to do it Option One: Do it yourself a) But it’s time-consuming b) You’ll need to pay someone to create the conversation c) You’ll need to pay someone to monitor the conversation d) If you want to respond you need to speak the ‘language’ e) If you miss something, too bad f) Great for small businesses without many conversations Option Two: Professional Social Media Communications from CLOUD 9 a) Get the benefit of PR, advertising, promotions, events etc b) Cost of per message as low as 1 paisa c) No need to chase CONSUMERS , they come to you d) You can see who is doing the talking e) You can get advice on how to respond f) You know you won’t miss anything because someone else is doing the watching a) You can benchmark against your competitors and chart data cloud 9
  19. 19. Lets get your brand talking! WRITE TO US Nipun Kapur (Global Sales) Ritesh Mathur (India Sales) 9818450157 9717775750 Nipun.k@digiqom.com Ritesh.m@digiqom.com Log on to www.digiqom.com

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