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How are business entities in India using facebook

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How are business entities in India using facebook

  1. 1. Copyright Iffort 2010 | www.iffort.com How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals by Iffort Consulting List of industries covered Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Page Suggestions iffort itemperance
  2. 2. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 2 of 26 Executive Summary According to Wikipedia, around 1.5 billion people1 Perhaps the most revolutionary and the biggest name among the modern social networks is Facebook. With almost half a billion users worldwide worldwide are active on social networks. Today Social Networking websites have become an inherent part of our life and are re-defining the ways in which we as users ‘Communicate’ and ‘Converse’. 2 (source: Facebakers.com), people have adopted Facebook unlike any other social networking website. India is not far behind, with one in five Internet users in India using Facebook. [India has 10.5 Million3 With changing times & trends, Facebook is no longer limited to just connecting with friends or playing games; businesses are increasingly using it as an interaction platform to engage with their target audience, identify prospects, market their products, provide customer support and handle customer grievances! Tapping on this need, Facebook smartly introduced Facebook fan pages to cater to the specific needs of businesses. (source: Facebakers.com) people on Facebook out of a total Internet population of 50 Million (Source: emarketer.com)] Iffort Consulting selected and reviewed the Facebook fan pages of ‘25’ select brands from ‘7’ different industry verticals for over a one month period. We analyzed these 25 brands on various criteria to understand their efforts to build engagement with their target audience through Facebook. Our exercise also revealed that organizations are successfully using several tactics like poll contests, interesting apps and videos amongst others to drive participation, which would result in word-of-mouth and better engagement with the brand. An interesting aspect of the exercise was to understand the synchronization between the product category a brand was related to, and the nature of engagement the brand built with its community members. However, few questions remain unanswered and with time we hope firms would be able to streamline their activities in a more effective manner!! 1 Wikipedia Link: http://en.wikipedia.org/wiki/Social_network 2 Facebakers.com: http://www.facebakers.com/countries-with-facebook/ 3 Facbakers.com: http://www.facebakers.com/countries-with-facebook/
  3. 3. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 3 of 26 Methodology We identified 7 different prominent industry verticals (Fig. 1). The portfolio consisted of 4 service oriented verticals (media, telecom, online portals and food chains) and 3 product oriented verticals (FMCG, consumer durables and publishing). In our initial assessment we identified 31 brands that were most visible and famous amongst Indian consumers in their respective industry verticals and monitored them for a period of one month. However, as we didn’t notice adequate engagement levels in 6 brands, we dropped them and narrowed down our list to 25 brands. We followed an observation method, wherein we regularly visited the fan page of these 25 brands on daily basis and reviewed them on various quantitative and qualitative parameters (Table 1). Figure 1: Industry verticals Quantitative Qualitative • No. of fans of a page • Percentage growth of fans • Total discussion on a page • Activity on wall by page admin • Linkage with other social networks & company website • Primary purpose of the page • Methods of fan engagement • Discussion type • Admin Response • Content type Table 1: Quantitative & Qualitative parameters
  4. 4. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 4 of 26 Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Key Findings The leader-board is as follows: Most popular Brand: MTV-India [522,112 Fans on 28 July] Brand with the highest growth in terms of fans: MTV-India [3846 + Daily fan growth] Most active entity: Delhi Traffic Police [12.8 wall posts by admin each day]* Most Discussed brand: MTV-India [2085+ Interactions each day] Brand with least growth: Haldiram’s [0.66 new fans each day] Identified Inactive brands: Bisleri (Inactive since May 29, 2010), Haldiram’s (Inactive since Oct 15, 2009), Bharti-Airtel (Inactive since Oct 15, 2009) Figure 2: Industry Verticals – Daily Interaction Graph NOTE: Delhi Traffic Police ‘Facebook page’ activity was monitored from a comparison perspective and the primary idea was to compare its activity against the traditional business entities and brands. At the outset, it isn’t a business/brand entity and it lies outside the ‘25’ observed brands. 459.3 172.4 76.2 50.9 8.7 1.5 0.30 50 100 150 200 250 300 350 400 450 500 Interactions per day Industry Vertical Interaction
  5. 5. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 5 of 26 Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Figure 3: Top 5 Most Popular Brands Figure 4: Brands with Highest Fan Growth Rate Figure 5: Most Discussed Brands 522112 357708 199014 86702 64217 MTV-India Fast Track TATA Docomo Idea Videocon Top 5 Most Popular Brands 147.9 61.3 55.3 47.43 Ixigo.com HT Videocon ImagineTV Brands With Highest Fan Growth Rate 2085.1 555.53 444.43 226.06 200.3 MTV-India Delhi Traffic Police Fastrack TataDocomo Ixigo.com Most Discussed Brands
  6. 6. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 6 of 26 Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Key Findings – Media All the companies we analyzed from this vertical were fairly successful in attracting large enough fans. Most of the brands had well maintained, active & responsive fan pages. Various forms of content – photos, videos, polls, events, applications (Little Champs, Zee TV; Axe Ur Ex, Channel V) were used to attract attention of fans and create engagement. Discussions on varied topics involved politics, games, weather, infrastructure, events (CWG) etc. Some fan pages made wall posts on TV shows that were aired on their channels (Zee TV and Imagine TV). Channel V was the only brand to have integrated the Twitter account with its fan page. Our verdict: MTV was analyzed as the best performing among five brands from this vertical. They had better engagement with their community members, as they discussed varied topics that had relevance to various parts of the country. We think they are trying to pitch their channel to wider audience and hence have realized to make people from various parts of the country to participate in discussions, by floating youth-centric topics and other issues of general interest. Brand No. of fans each day No. of posts (30 days) Posts/day No. of interactions (30 days) Interactions/day MTV 3846.8 35.0 1.2 62554.0 2085.1 Channel V 173.0 64.0 2.1 2286.0 76.2 HT 805.3 25.0 0.8 538.0 17.9 ImagineTV 12.8 5.0 0.2 2208.0 73.6 ZeeTV 41.0 0.0 0.0 1302.0 43.4 Average 975.8 25.8 0.9 13777.6 459.3 Table 2: Findings – Media Vertical Figure 6: Fan Growth Rate – Media 147.9 61.3 55.3 47.43 1 10 100 1000 Ixigo.com HT Videocon ImagineTV Fan Growth Rate (% ) - Media
  7. 7. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 7 of 26 Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Figure 7: No. of Fans , a relatively new entrant (less than a year old) has a small fan base in comparison to other brands. Some key points are: NDTV Imagine has another fan page on Facebook, so the fans are distributed amongst the two pages. The assessment revealed absence of post filtering as indicated by spam comments. In addition, the queries & user concerns have not been addressed. The fan page of HT has almost all its wall posts as links for news articles on HT’s main website. The important point here is that each day only 2-3 articles are shared on the page; these articles are chosen to entice feedback from users in the form of likes, comments and discussions; unlike other newspaper & magazine brands where an automated stream of links for articles on the main website is posted on the wall. Though, Zee TV is enjoying a decent fan base on Facebook courtesy the TV channel’s real world popularity, there has been a long period of in-activity last as indicated by the last post by administrator which was made in April. According to our analysis, Zee TV might like to relook its Facebook engagement strategy with a focus on talking to members and understanding their needs/preferences. 17855 522112 38133 718 10142 1 100 10000 1000000 Channel[V] MTV-India HT ImagineTV Zee TV No. of Fans (28th July 2010)
  8. 8. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 8 of 26 Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Key Findings – Consumer Durables In this sector Fastrack leads all other brands by a large margin, though Videocon is growing fast, thanks to its enhanced PR initiatives. Interesting applications like the “FT Girl”, “Store locator”, “Bikers”, & “Kickass cards” exist on Fastrack page. All wall posts revolve around their products, offers, brand ambassadors, stores across country etc. The first noticeable element on Videocon’s fan page is the title, it is named as “Home Appliances and Electronics” and no corporate brand name mention has been made (Fig 3.). Videocon has applications – “Abhishek Bachchan contest” and “BUY” (which directs the user to Edigiworld, an e-commerce site owned by Videocon) The wall posts on Videocon fan page with title VFAQ are published frequently that educate users about using their appliance and many other aspects - regarding their usage, safety, precautions etc. Brand No. of fans each day No. of posts (30 days) Posts/day No. of interactions (30 days) Interactions/day Videocon 1270.88 26 0.9 2136 71.2 Samsung Corby 6.27 0 0.0 47 1.6 Fastrack 2928.1 25 0.8 13333 444.4 Average 1401.8 17.0 0.6 5172.0 172.4 Table 3: Findings – Consumer Durables Figure 8: Fan Growth Rate – Consumer Durables 2.94 17.28 55.33 1 10 100 Samsung Corby-India Fastrack Videocon Fan Growth Rate (%) - Consumer Durables
  9. 9. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 9 of 26 Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Figure 9: No. of Fans Applications on Fastrack page: Interesting apps on the Fastrack page like, FT Girl where in Fastrack selects a pair of shades for you in an interactive way or Bikers where in exclusive Fastrack accessories are presented in an interactive and appealing way. But the best app of the lot is Kickass cards in which crazy kickass cards are be sent to your lazy friends to make them stop procrastinating and start studying during exam time! Such apps not only prop up the page but also make the user return to the page; thus increasing user engagement and aiding in development of a bond between the user and the brand. 3955 357708 64217 1 100 10000 1000000 Samsung Corby-India Fastrack Videocon No. of Fans (28th July)
  10. 10. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 10 of 26 Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Screenshot from Videocon fan page: Postings like these from Videocon not only create awareness among the users, but also generate a positive feeling about the brand, that it cares for its users. Figure 10: Videocon Fan Page: ‘Home Appliances and Electronics’
  11. 11. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 11 of 26 Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Key Findings - Food Chains Pizza Hut & Barista have maintained their fan page in an active manner, ahead of other brands in this category. Pizza Hut has various interactive applications – “Hot on Dot”, “Hut locator”, “VIP club”, which help community members in knowing new offerings, locating their store, and creating an identity. Barista also has interactive applications – “happy hours” and “breakfast”, which help them in engaging with their community members. The administrator of Pizza Hut fan page handled discussions on varied topics such as FIFA, the new hot on the dot plan by Pizza Hut, to the best getaway zones in the area. We observed typo errors like website name bug in the fan-page (info tab) of a popular brand in this category. On the other hand another brand in this category has adopted a transparent approach by sharing the name of its social media partner on its fan page. Our verdict: We feel strategy applied by Pizza Hut and Barista to create applications focused on their offerings, has helped the administrator to engage community members with other varied interest topics targeted at youth. This provides clutter-free exhibition of offerings. On the contrary, some other brands seem to have adopted a sales approach by having discussions around their offerings only. Brand No. of fans each day No. of posts (30 days) Posts/day No. of interactions (30 days) Interactions/day Pizza Hut 35.88 9 0.3 310 10.3 McDonalds India 3.16 8 0.3 62 2.1 Barista Lavazza 17.8 48 1.6 413 13.8 Average 18.9 21.7 0.7 261.7 8.7 Table 4: Findings – Food Chains
  12. 12. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 12 of 26 Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Figure 11: Fan Growth Rate – Food Chains Figure 12: No. of Fans 7.15 9.67 3.28 1 10 McDonalds-India Barista Lavazza PizzaHut Fan Growth Rate (%) - Food Chains 854 3640 22377 1 100 10000 McDonalds- India Barista Lavazza PizzaHut No. of Fans (28th July 2010)
  13. 13. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 13 of 26 Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Key Findings – FMCG The brands selected in this category had almost negligible engagement levels on their fan page. Although product related postings were made on the products, the expected level of success with engagement was fairly low. Our verdict: We feel because these products are low involvement in nature, customers are not exactly convinced about the specific reasons to join these fan pages. Learning from these brands provides strong indicators for other FMCG brands to re-think their Facebook presence strategy. It could include adoption of a fresh out-of-box thinking to lure fans, understand their needs and build conversational activity. Brand No. of fans each day No. of posts (30 days) Posts/day No. of interactions (30 days) Interactions/day Kurkure 3.3 2 0.1 30 1.0 Haldiram’s 0.66 0 0.0 1 0.0 Bisleri 2.16 0 0.0 0 0.0 Average 2.0 0.7 0.0 10.3 0.3 Table 5: Findings – FMCG
  14. 14. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 14 of 26 Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Key Findings – Telecom The sector that has the fiercest competition in the Indian market does not quite have the same competition when it comes to Facebook Fan Pages or social media marketing in general. As can be seen from the visuals TATA Docomo is leading the pack with a large margin. It was surprising to know that one of the largest telecom service provider has had the least active fan page and moreover administrator hasn’t posted any message since October, 2009 All brands in this category had their YouTube and Twitter accounts integrated with the fan page, which is generally considered to be a wise strategy. Idea & Tata Docomo are the only two brands to have used photos and videos on their fan pages. Another popular brand in this category gives a clear message of acting as yet another sales point. They had special tab for promotions and they also had many links to their website regarding tariff plans for various purposes. There is one brand which seems to be saying upfront that they are here for customer support. They have 24 x 7 Chat applications, which they claimed was the first in the country on a Facebook fan page. Brand No. of fans each day No. of posts (30 days) Posts/day No. of interactions (30 days) Interactions/day Uninor 34.1 25.0 0.8 498.0 16.6 Vodafone 35.9 8.0 0.3 227.0 7.6 Idea 454.6 5.0 0.2 3919.0 130.6 TataDocomo 2265.7 36.0 1.2 6782.0 226.1 Airtel 1.2 0.0 0.0 1.0 0.0 Average 558.3 14.8 0.5 2285.4 76.2 Table 6: Findings – Telecom
  15. 15. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 15 of 26 Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Figure 13: Fan Growth Rate – Telecom Figure 14: Total Fans How they match up TATA Docomo that leads the pack has a very well laid out page with links for their services such as buddynet, online recharge, GPRS plans & mysongs. Moreover the page administrator is very active and has replied to almost each and every query or complaint. (Imagine replying to queries of almost 2 lakh people!) Although the other brands (except Airtel) are also doing this, but then compliment goes off to the Docomo guys for effectively managing a fan base of almost 2 lakh. Also brands like Docomo, Idea and Uninor have Facebook buttons or banners on their company’s website to promote their Facebook page. The same is missing on the websites of Airtel & Vodafone-India. This we think could be one of the primary reasons for Airtel & Vodafone having less community members on their fan page. 15.94 25.77 10.4 9.57 22.9 1 10 100 Airtel-India TataDocomo Idea Vodafone Uninor Fan Growth Rate (%) - Telecom 160 199014 86702 7401 3288 1 100 10000 1000000 Airtel-India TataDocomo Idea Vodafone Uninor No. of Fans (28th July 2010)
  16. 16. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 16 of 26 Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Moreover, brands like Idea, Docomo & Uninor have shared many interesting photos of offline contests that are regularly conducted by them. This not only increases a fans attachment with the brand but also increases the fan base as friends of the person in the picture also visit the page to view those photos. No such photos are shared on either Airtel or Vodafone’s page. Moreover, presence of interesting apps on the page of Docomo further pushes up its engagement with its users as can be seen from the graphs. Our verdict: There is no doubt that Tata Docomo is doing a great job. However, we feel that Uninor is also equally leveraging their fan page well. Their target market of youth segment could be very well sensed by their wall posts and discussions. We feel as Uninor gradually makes inroads into the Indian telecom market, it would be interesting to note how they tweak their fan engagement.
  17. 17. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 17 of 26 Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Key Findings – Online Portals There are two brands in this category that are travel related online services. Both have well maintained fan pages, but when you have a look at the statistics, one brand is far ahead of the other with a growth rate of approximately 148%. It includes a bunch of activities like active wall posts by the administrator and keeping community members busy with puzzles on site-seeing places, animals, buildings, trekking spots etc. In addition, there is a separate tab of “Contests & Promotions” on their fan page. Cleartrip too maintains the strategy of Ixigo by keeping members engaged with puzzles, however we noticed that administrator hardly responded to negative customer experiences, which we think could hamper the brand image of Cleartrip in the minds of community members. Similar to that of Ixigo, they too have a tab of “Offers” on their fan page. The Pagalguy.com Fan page PaGaLGuY has a decently maintained fan page. Some insights from the page: • All the wall posts are either links for articles on pagalguy.com or news and trivia related to MBA. • Photos seem to be the active content on the fan page and administrator often runs contests on these photos, which generates good engagement with community members. The Indya.com Fan page Indya.com is Star India’s internet initiative and a fairly popular entertainment portal. But a low fan base of 2700 (low considering the scale of Star India’s network) and a low growth rate of 5 % suggests that the page is not being handled efficiently. The main purpose of the page is to share links for articles on the main website or on affiliated websites. Most such posts have received a poor feedback from the fans. Sometimes the admin has tried to be philosophical but has failed to raise user engagement. Fans are very active on this page as they have several queries and postings related to TV shows, actors and future episodes. However the sharing activity has been one-dimensional with lesser focus towards clearing spam and replying to fans.
  18. 18. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 18 of 26 Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Figure 15: Fan Growth Rate – Online Portals Figure 16: Total Fans Brand No. of fans each day No. of posts (30 days) Posts/day No. of interactions (30 days) Interactions/day Indya.com 7.6 80.0 2.7 687.0 22.9 Ixigo 228 295 9.8 6009 200.3 Pagalguy 31.61 15 0.5 655 21.8 Cleartrip 2.4 48 1.6 285 9.5 Average 54.1 87.6 2.9 1527.2 50.9 Table 7: Findings – Online Portals 1.64 17.83 147.9 5.2 1 10 100 1000 Cleartrip Pagalguy Ixigo Indya.com Fan Growth Rate (%) - Online Portals 2714 3760 6878 2754 1 10 100 1000 10000 Cleartrip Pagalguy Ixigo Indya.com No. of Fans (28th July 2010)
  19. 19. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 19 of 26 Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Key Findings – Publishing These two publishing houses arrive from opposite varied business models, as Penguin India is a commercial publisher while Pratham Books is a non- profit publishing house. Both the pages are being primarily used to notify the fans about new book launches, events or seminars. The difference between the two is that, a lot of spam is being generated on the Penguin India page by budding writers who are trying to promote themselves and their writings. Most of the posts on Pratham Books page are also related to social causes being carried out and pictures from the same have been shared on a regular basis. Our verdict: We have compared the two fan pages even though there is a mismatch in the scale of operations of the two brands. Despite this fact, Pratham Books fan page has a larger following and a better growth rate in comparison to Penguin India. We feel the major reason for this is a responsive and conversational administrator and alert filtering of spam posts and comments from their page. Brand No. of fans each day No. of posts (30 days) Posts/day No. of interactions (30 days) Interactions/day Pratham books 3.2 23 0.8 76 2.5 Penguin India 1.55 0 0.0 11 0.4 Average 2.4 11.5 0.4 43.5 1.5 Table 8: Findings – Publishing Houses
  20. 20. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Executive Summary Methodology Key Findings Copyright Iffort 2010 | www.iffort.com Page 20 of 26 Media Consumer Durables Food Chains FMCG Telecom Online Portals Publishing Figure 17: Fan Growth Rate – Publishing Houses & Total Fans 3.28 5.67 1 10 Penguin Books- India Pratham Books Fan Growth Rate (%) - Publishing Houses 881 1098 1 100 10000 Penguin Books- India Pratham Books No. of Fans (28th July 2010)
  21. 21. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Copyright Iffort 2010 | www.iffort.com Page 21 of 26 Conversations with Fan Page Administrators We had also connected with some of the firms and the people who manage these fan-pages. The idea was primarily to understand their experience and learning while managing Facebook fan pages. We had asked a common set of questions: 1] Idea – Behind starting a Facebook fan page 2] Plan – What did you plan to achieve through your fan page when you created it? 3] Assistance – The single biggest thing behind starting a Facebook fan page 4] Change - At any point of point have you ever had to change your strategy for your fan page? Have you gained anything from the change? 5] Competition – Do you review your competitor’s fan pages? How is your fan page different from your competitors? 6] Clients – Business from FB Fan Pages 7] Execution – Outsourced or in-house? “Gautam John – Pratham Books” Idea: The idea was to build a unique community around reading and our mission of a book in every child's hand. Plan: We had planned on achieving a small but strong community - I think we have fulfilled this. Assistance: Mostly feedback and opportunities that we would have otherwise missed. Strategy Change: Yes - in the early stages we treated it identically to our Twitter community and cross-posted - realized early on that this wasn't working and now curate content specifically for Facebook. Competition Check: Not really. Clients: Yes! Execution: We manage it in house and will continue to do that.
  22. 22. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Copyright Iffort 2010 | www.iffort.com Page 22 of 26 “Rohit Awasthi – PaGaLGuY.com” Idea & Plan – Despite having a thriving community on our website itself, we felt Facebook was needed for: a) The feeds, which spread the word very fast and to the right networks. b) Providing us better tools to share photos, events and notes. c) People are most active on PaGaLGuY when they are in the "MBA aspirant" phase. Once they enter a B School the frequency of their visits to PaGaLGuY reduces. A Facebook page is a nice opportunity for them to stay connected. d) Sharing mechanism, which helps us penetrate the individual networks. Assistance – Sharing. Change - Per se, we never intended to have a strategy. We follow these simple guidelines - a) Do not misuse b) Do not spam c) Share very important material, links d) No gimmicks, contests to gain fans/likes. e) Think for the long run and provide quality content. Competition – No. We prefer to create awesome experiences and products for our users in the time we save in not reviewing our competitors. Clients – Our website provides easy links to people who want to reach us. Since we belong to a niche industry, clients find out the way to reach us directly. Execution – In-house. Concluding Note - FB or twitter, they are at the end of the day platforms, which may or might not exist in years to come. Our basic philosophy is to keep on providing useful products to our community and these form the basis of all our communication.
  23. 23. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Copyright Iffort 2010 | www.iffort.com Page 23 of 26 Conclusion This comprehensive study has further emphasized the fact that the importance of social media usage for marketing & PR purposes is gaining momentum amongst Indian firms. The key learnings are: • Fan Pages are public: As fan pages are indexed on search engines, any individual is able to view firm’s fan page, through a simple search action. So, an individual need not be a Facebook member, but still could visit firm’s fan page. Facebook. • Engagement: A Facebook fan page could be an additional touch- point between a firm (brand) and its customers. The incremental cost of creating this touch-point is almost negligible compared to other alternative media. Fan page enables firms (brands) to engage with their current and prospective customers. We feel this should be the focus of firms in creating a Facebook fan page • Emotional Attachment: An engaging and an active fan page creates an emotional attachment between the brand and the fan. • Brand Evangelists: It is not necessary that each and every member of the community would be a present/prospective customer. Instead some members could play the role of a brand evangelist. These members could share their experience with the firm and product with their network members and play a role of brand evangelist. • Engagement Tools: Facebook fan page facilitates firms to build varied custom applications. These applications could be simply enlisting the offers and other sales promotions or could also take form of some games, puzzles, etc. that ensure engagement with the community members. • Integration with other social media platforms: A firm’s fan page could be integrated with other social media platforms like Twitter, LinkedIn, TripIt, etc. Also, the RSS feed on firm’s website and blog posts on firm’s blog could be integrated with the Facebook posts. However, it doesn’t mean just automation of feeds would bring in engagement. Virtual medium users are very sound these days and could easily make out the source of the feed. Hence, it is essential for firms to bring in a human touch to the feeds and provide community members true engagement • Negative comment is not indeed negative for the firm: The fan page administrators should not behave in an offensive / defensive manner on viewing a negative comment. This should be looked upon as an opportunity to improve the shortcomings and create a base for future better customer experience.
  24. 24. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Copyright Iffort 2010 | www.iffort.com Page 24 of 26 • Product category - Engagement match: We realized that it is very essential to execute right type of engagement with the customers depending on the product category a firm belongs to. This could be monitored based on criteria like frequency of posts, type of posts, type of apps, etc. A fan page administrator should take a call on whether contests and polls are going to benefit the firm in any respect. Disclaimer This study is a 100% funded research by Iffort Consulting and is not sponsored or influenced by any brand and/or any third party agency / institution. All the logos and trademarks used in this study are the property of their respective owners. Information provided by Iffort Consulting is general in nature, has been compiled from freely available info on public domain and is meant for non- commercial purposes only. Links used in this report may lead to services or sites not operated by Iffort Consulting. No judgment or warranty is made with respect to such other services or sites and Iffort Consulting takes no responsibility for the same. Iffort Consulting shall accept no liability for any destruction or damage, loss, obligation or responsibility arising from the use or misuse of this report or any information contained on this report. Claims regarding damage caused by the use of any information provided, including any kind of information which is incomplete or incorrect, will therefore be rejected.
  25. 25. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Copyright Iffort 2010 | www.iffort.com Page 25 of 26 Attribution and Further Information Any references or quotes pertaining to this document should be attributed to the “How are business entities in India using Facebook: Iffort Consulting Study.” Any questions or inquiries from the media should be addressed to Director and Co-Founder, Daksh Sharma, at daksh.sharma@iffort.com. Credits Content Strategy for the Report We thank, Anandan Pillai for his vital inputs and direction on organizing the content and preparing this report. He is a doctoral student (Marketing area) with Management Development Institute, Gurgaon. His research interests involve brand communities on social media, social media strategy and consumer behavior on virtual mediums. He can be reached at anandan1982@gmail.com or follow him on Twitter at @Anandan_Pillai. Technology Partners Special mention goes to our technology partners’ itemperance consulting. For more information about itemperance consulting, please visit www.itemperance.com or follow them on twitter at @itemperance. Design Partners Color Code Software http://www.colorcodesoftware.com/ Our Questionnaire Respondents We thank the following teams for providing us vital inputs on their Facebook Fan page initiatives: Pratham Books, Pagalguy.com and Su-Kam Power Systems.
  26. 26. How are business entities in India using Facebook? An in-depth study of 25 brands from 7 industry verticals Copyright Iffort 2010 | www.iffort.com Page 26 of 26 About Iffort Consulting is an India based people centric web-strategy & social media consulting firm that plans, creates and executes a thorough roadmap to deliver tangible value for its clients. Our ranges of services include full-spectrum web-strategy & social media consulting. For further information visit us at www.iffort.com E-Mail: contact@iffort.com Phone: 0120.4221295 | 0120.4355730 Facebook: facebook.com/iffort Twitter: twitter.com/iffort

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