The document summarizes insights from the IndiaSocial summit in April 2012. It discusses how Indian brands are using social media more sophisticatedly and getting results. It provides examples of how brands like Shoppers Stop, Pizza Hut, and Mahindra are using platforms like Facebook and campaigns to engage customers. The summit also touched on challenges of social media measurement and the power of social media to influence reputation.
Leveraging Social Media to Gain Market Shares in Services MarketingSocial Samosa
Surveys indicate that only 53% of the enterprises use social media as a part of their strategy and only half of these have an effective social media strategy in place.
Social Media and Publishers: A Business CaseSnapApp
This paper provides a 5 step process for magazine publishers in considering a social media strategy. Featuring interviews, insights and tips from editors at Time Inc, Hearst, Rodale, Martha Stewart Living Omnimedia, Conde Nast and more.
Leveraging Social Media to Gain Market Shares in Services MarketingSocial Samosa
Surveys indicate that only 53% of the enterprises use social media as a part of their strategy and only half of these have an effective social media strategy in place.
Social Media and Publishers: A Business CaseSnapApp
This paper provides a 5 step process for magazine publishers in considering a social media strategy. Featuring interviews, insights and tips from editors at Time Inc, Hearst, Rodale, Martha Stewart Living Omnimedia, Conde Nast and more.
The financial meltdown of 2008 led to millions of customers losing faith in the banking system. The article gives a deep insight into how Indian banks can harness social media - use it to rebuild this lost trust, while creating an interactive and enriching customer experience.
A helpful whitepaper aimed at providing a brief description of social media, its importance and insights on how dealerships can integrate social media into their marketing strategies.
White paper on social media by suraj gopanSuraj Gopan
This White Paper on Social Media is an attempt from my side to put my research and data regarding Social Media on paper.
The document has been presented in a form of Question and Answer pattern. It tries to define the phenomenon called Social Media and throws a light upon its impact on the daily lives of the people, its power its bridging communication gap between countries, its strata in India.
The document also reveals the way Social Media has impacted Consumer behaviour, Indian Politics, Society and Street Journalism.
A statistical insight into how ‘social’ the world is and case-studies of brands that have gone beyond customer interaction and successfully leveraged social media for making business processes a lot more efficient.
Creating Customer Value Through Social MediaPaul McAdam
As the most-popular online activity, social media represents a fundamental shift in the way people communicate with each other and with businesses. The gateway into social media conversations via corporate social responsibility (CSR) initiatives represents a relatively low-risk usage of social media by financial institutions. However, financial institutions are now borrowing from the pages of companies in other industries, as well as leveraging their core competencies, to accomplish objectives beyond gaining attention and brand-building that CSR initiatives address.
eMarketer Webinar: Social Media Marketing for Verticals—What Works for Key In...eMarketer
Join eMarketer analysts Victoria Petrock and Krista Garcia as they discuss social media strategies and tactics used in the automotive, travel, retail, pharma and financial services sectors.
Presentation made to the Spring Manufacturers Institute meeting at Green Valley Ranch in Henderson, Nev. on Sept. 26 on how the spring industry is using social media. It includes a survey of different social media platforms and recommendations.
From Social Media to Social Business - Marketing in the 'Social Age'Stefan Pfeiffer
Presentation on how Marketing needs to change in the 'Social Age' from Mass Marketing to 1:1 Marketing taking in particular Social Channels and behaviors into consideration. A bit of a focus on Healthcare due to the fact, that this was presented for one of our Healthcare customers.
What are the most Important trends in Social Media for Public Relations and Marketing in 2015? Explaining how the social media landscape will continue to change and how especially the public relations field needs to adapt.
Poster desenvolvido na disciplina de Cartografia Digital e Design colocada em votação no Encontro de Utilizadores da ESRI (EUE) de 2012 (@ antiga FIL).
Edificação, legenda e background desenvolvidos em ArcSceen.
The financial meltdown of 2008 led to millions of customers losing faith in the banking system. The article gives a deep insight into how Indian banks can harness social media - use it to rebuild this lost trust, while creating an interactive and enriching customer experience.
A helpful whitepaper aimed at providing a brief description of social media, its importance and insights on how dealerships can integrate social media into their marketing strategies.
White paper on social media by suraj gopanSuraj Gopan
This White Paper on Social Media is an attempt from my side to put my research and data regarding Social Media on paper.
The document has been presented in a form of Question and Answer pattern. It tries to define the phenomenon called Social Media and throws a light upon its impact on the daily lives of the people, its power its bridging communication gap between countries, its strata in India.
The document also reveals the way Social Media has impacted Consumer behaviour, Indian Politics, Society and Street Journalism.
A statistical insight into how ‘social’ the world is and case-studies of brands that have gone beyond customer interaction and successfully leveraged social media for making business processes a lot more efficient.
Creating Customer Value Through Social MediaPaul McAdam
As the most-popular online activity, social media represents a fundamental shift in the way people communicate with each other and with businesses. The gateway into social media conversations via corporate social responsibility (CSR) initiatives represents a relatively low-risk usage of social media by financial institutions. However, financial institutions are now borrowing from the pages of companies in other industries, as well as leveraging their core competencies, to accomplish objectives beyond gaining attention and brand-building that CSR initiatives address.
eMarketer Webinar: Social Media Marketing for Verticals—What Works for Key In...eMarketer
Join eMarketer analysts Victoria Petrock and Krista Garcia as they discuss social media strategies and tactics used in the automotive, travel, retail, pharma and financial services sectors.
Presentation made to the Spring Manufacturers Institute meeting at Green Valley Ranch in Henderson, Nev. on Sept. 26 on how the spring industry is using social media. It includes a survey of different social media platforms and recommendations.
From Social Media to Social Business - Marketing in the 'Social Age'Stefan Pfeiffer
Presentation on how Marketing needs to change in the 'Social Age' from Mass Marketing to 1:1 Marketing taking in particular Social Channels and behaviors into consideration. A bit of a focus on Healthcare due to the fact, that this was presented for one of our Healthcare customers.
What are the most Important trends in Social Media for Public Relations and Marketing in 2015? Explaining how the social media landscape will continue to change and how especially the public relations field needs to adapt.
Poster desenvolvido na disciplina de Cartografia Digital e Design colocada em votação no Encontro de Utilizadores da ESRI (EUE) de 2012 (@ antiga FIL).
Edificação, legenda e background desenvolvidos em ArcSceen.
Here at SketchDeck we work with a large team of talented designers. These slides were developed as part of a popular workshop we give on how to design.
This presentation explains the various correction and caveats related to using dermal fillers. The intended audience is medical professionals. Dr. Scheiner is a Plastic Surgeon and the President of ASAMP (The American Society of Aesthetic Medical Professionals). ASAMP certifies medical professionals for cosmetic injection procedures (Botox; Dermal Fillers) and is accredited through the American Academy of Family Physicians (up to 14 CME credits).
Mari Smith's Winning Facebook Formula For Getting Your Videos Seen!Mari Smith
How to increase your organic and paid reach using videos on Facebook! This presentation was delivered LIVE at Animoto's Social Video Marketing Summit in New York, NY in October 2016. For the companion video of this session, see https://animoto.com/summit20
New World of Marketing: Use of Social Networking SitesIOSRJBM
Among the various communications method used traditionally by an company is changed dramatically after the emergence of social media. Widely used tool to communicate with hundreds or even thousands of other people about products or product updations and the companies that provide them. As is evident from data available in public domain, social media is a blessing for the marketing fraternity in taking their brand to the masses. It also provides a major impact on consumer to consumer communications. This article argues that social media is a new tool of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontraditional sense it enables customers to talk directly to one another. This article provides managers with a better understanding of social media and a framework for incorporating it into their IMC strategies, thus more effectively communicating with their target markets
This is my final year project on Social media Marketing for BBA examination under MAKAUT
Disclaimer-
This all facts are collected data from various new sportal and social sites
2024 Social Trends Report V4 from Later.comnmislamchannal
If there's one thing we can count on, it's that social media is always changing.
And while trends may come and go, this year was less about following the rules, and more about paving the way for experimentation.
In 2024, we’re predicting an even bigger shift towards originality and transparency.
Keep reading for the top social media trends to inspire your social media strategy in 2024.
Journal of Economics and Business Research, ISSN 2068 - 35.docxtawnyataylor528
Journal of Economics and Business Research,
ISSN: 2068 - 3537, E – ISSN (online) 2069 – 9476, ISSN – L = 2068 – 3537
Year XX, No. 2, 2014, pp. 155-164
Social Media Marketing to Increase Brand Awareness
M. Bîja, R. Balaş
Monica Bîja
Faculty of Economics
"Aurel Vlaicu" University of Arad, Romania
Raluca Balaş
Economic College, Arad
Abstract
Social networks are becoming more and more
widespread and they are literally conquering the World
Wide Web. Facebook has managed to arrive even in poor
and remote territories which apparently have nothing to
do with our always on the move modern world.
However, only on the African continent there are more
than 100 million active Facebook users who represent
50% of the African population having access to Internet.
Thus, it would be huge marketing mistake for businesses
not to take into consideration this opportunity to get in
touch with prospective customers (Neti, 2011). Social
media is hot and has turned into a “must” for businesses
looking for brand awareness. Therefore, the techniques
used to attract customers by means of social networks
have gained quite a high degree of sophistry (Neti,
2011). In an age in which the average internet user
accesses his/her social network account at least fourteen
times a day, companies cannot afford to be absent from
this medium. The aim of the present paper is to present
the concept and characteristics of social media and how
it can be used in order to increase brand awareness.
M. Bîja, R. Balaş
8
Keywords: social media marketing, social networks,
social media strategies, brand awareness.
Introduction
Kietzmann J.H. (2001) explains that consumers used the Internet
for its content: they read it, they watched it, and they used it in order to
purchase various products and services. Nowadays, more and more
consumers are utilizing content sharing sites, blogs, social networking
and wikis - to create, modify, share and discuss Internet content. This
represents the social media phenomenon, which can have an enormous
impact on a business’ reputation, sales and why not on its survival in an
environment getting fiercer and fiercer as days pass by.
The Social Media Marketing is not such a new phenomenon as
many might be tempted to believe. It did not begin yesterday or the day
before yesterday. It is actually more than ten years old. The entire
phenomenon began with the launch of LinkedIn in 2003. But since this
is a network targeted mainly to businesses its popularity is much lower
than that of the social networks dedicated to the public at large
(Pradiptarini, 2011).
LinkedIn was soon followed by MySpace and Facebook in 2004.
The hysteria of sharing pictures, videos and thoughts on line was
augmented by the launch of YouTube in 2005 and of Twitter in 2006
(Pradiptarini, 2011). These are the main players on the market. They are
doubled by some mi ...
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Full service PR consultancy servicing over 290+ retainer clients;
Part of PROI worldwide – a global network of independent firms with a presence in over 50 countries.
Top social media trends for 2020 with Matt NavarraSmart Insights
We will be joined by Matt Navarra for a deep dive into the latest social media & martech trends.
Social media trends can be fleeting, but some stick around and become pillars of the social media world.
We spoke to over 50 industry experts to find out which trends they thought would be the most crucial for social media teams to act on in 2020.
Here's what will be covered:
- 3 key trends for 2020
- Discover the next generation of social, technology, and marketing
- Campaign inspiration from leading brands
Axis Bank Campaign-Brand awareness-#Myideaofprogress campaign-LinkedIn-Facebook-Twitter-Engagement rate-Brand ambassador-Service companies-Deepika padukone celebrity-collect lead-strategic business model-LinkedIn marketing-Digital media marketing-Social media marketing-Bench mark
Social Media Trends 2023 guide : Social media is in a constant state of flux. Social channels’ features are continually evolving and adapting based on user appeal and prospective growth.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Indias brands go_social_insights_from_the_india_social_summit_2012
1.
India's brands go social: insights from the IndiaSocial summit
2012
Preeti Chaturvedi
Event Reports
IndiaSocial Summit, April 2012
2.
India’s brands go social: insights from the IndiaSocial summit
2012
Preeti Chaturvedi
Following hard on the heels of ad:tech New Delhi, the IndiaSocial Summit underlined the burgeoning interest in digital media
as a marketing tool in India.
Usage of social media has been growing quickly in India, and the conference showed that Indian brands are becoming more
sophisticated in the way they use it, and getting results from it.
Facebook in India
India has become an interesting market for Facebook, with 50 million active users of the network in the country. Facebook's
key developments for advertisers, in particular its Timeline feature, were discussed by Eric Johnson, VP APAC at Facebook.
"In a world in which you are inundated with information, the most important information will come from those who matter the
most," he argued. Indian brands using Timeline include Shoppers Stop, a leading retailer. It has used its Timeline not only to
engage consumers and tell them more about its brand, but also to distribute coupons.
Brands, said Johnson, are witnessing the progression from advertisements to storytelling. Responding to an audience
Title: India's brands go social: insights from the IndiaSocial summit 2012
Author(s): Preeti Chaturvedi
Source: Event Reports
Issue: IndiaSocial Summit, April 2012
Downloaded from warc.com
2
3. question, "Will conversations focused on products bore my fans?", Johnson observed that it was crucial to encourage
consumers to share stories around their relationship with brands. Pizza Hut in India manages to do just this.
Johnson made the case for Facebook advertising offering greater ROI as well as relevance owing to the contextual nature of
ads on social media. "With Premium ads, advertisers can see three times the ROI. Ads can be placed in page posts, where
their brand is being discussed; on the right-hand-side panel; in news feeds on Facebook. This makes the ad appear more
natural."
He built his case on top of compelling data from Facebook. "Globally, about 850 million people are connected via Facebook, of
which 425 million remain connected from their mobiles and 500 million people log on from their computers. Facebook receives
2 billion posts every day and 250 million photos are uploaded every day."
Mahindra: social media for a grassroots movement
B Karthik, General Manager, Corporate Brand Management & Business Transformation, at Mahindra, presented a case study
on the company's 'Spark the rise' campaign, which sought to encourage people in India to take positive action to benefit
themselves and their communities.
His argument was that "digital media as a standalone will not work. We have to create events that the community can
participate in."
The campaign was designed on the theme of a cultural movement from the ground up.
The intent of the campaign was to create a digital platform on which individuals, groups and organisations could submit their
project plans aimed at benefiting society. Visitors were invited to view projects, offer advice, volunteer to take part and make
donations in kind and cash with winning 'Sparks' receiving grants from Mahindra to fund their projects.
Downloaded from warc.com
3
4. The campaign was a big success, with:
l 6,000 entries, and 1,346 projects showcased
l 250,000 votes cast, 48 grants given
l 740 volunteers, 473 experts, 151 funders
l Projects continue to come in. More than 200 were received after the cycle ended.
MNYL: social as a business driver
Instead of cigarette breaks, consumers are taking social media breaks, said a candid Anisha Motwani, Chief Marketing Officer
at insurance company Max New York Life (MNYL). Motwani's session touched upon the ramifications of social media for
departments as diverse as HR and IT. She shared her experience at MNYL, where the sales department is trying to use social
media for qualified leads, HR considers hiring through LinkedIn, and Customer Service continues to grapple with the amount of
content and responses generated online.
Motwani observed that it was important to determine one's business strategy for being on social media, and substantiated her
argument with the case study of MNYL's igenius platform. "We realized that insurance is a passive category. Agents push you
to buy insurance. The challenge was: How do you create an engaging community in this scenario?"
The answer: "We wanted to stand for insurance for children." This was a business decision that was executed via a social
media community.
Igenius was launched in 2010 to create a relationship platform to engage with customers and drive customer engagement
beyond business. The strategic objective was to extend the business focus in the child insurance space and engage with
existing customers and potential customers to drive brand awareness and position Max New York Life as a company that
connects with and understands its customers.
Downloaded from warc.com
4
5. "Our primary focus was on developing and nurturing an authentic first-of-a-kind parenting community in India on Facebook and
Twitter… An official blog and YouTube channel were created, where we discussed relevant issues and interviewed parents as
well as experts – school principals and child psychologists."
The community went on to gain 100,000 members within a span of one year. The insights gained on the community helped
MNYL to design Shiksha+, its child insurance product. According to Motwani, the igenius community had several benefits:
l Relationship-building for agents
l CRM enhancement for customer support
l Dedicated scholarships for children of employees and agents
"The programme helped us create brand differentiation by owning the 'child brand'. It also helped us generate awareness and
consideration among prospects through meaningful interaction." Motwani remarked.
Sony Music: social media and the entertainment business
Social media is having an impact on India's huge entertainment industry, offering new distribution channels and the chance to
cross-promote across platforms.
Rohan R Jha, General Manager, Media & Promotions, Sony Music India, stressed the importance of content. "For an
entertainment marketer, all projects have immense content. More is better."
He opined that marketers need to be savvy while promoting content. The same content can have a different marketing
Downloaded from warc.com
5
6. strategy at different times if it needs to be a success. Jha elaborated this with the case of Kolaveri Di, a hugely popular music
video from a Tamil film that went on to national success through a carefully seeded viral campaign.
"In Tamilnadu, we took a traditional approach with Kolaveri Di," said Jha. However, to take it to the national level, the
company seeded it as a viral piece of content.
According to Social Hues, the rate of Twitter mentions of Kolaveri Di increased by nearly 200% every day since it was
released online on November 16, starting at 179 and peaking a week later at 14,907 tweets on 24 November.
Jha went on to talk about the relationship between entertainment and social media. "The involvement, loyalty and ownership
expressed on social media are unparalleled." He took the example of MTV India, which according to TAM TV ratings reaches
out to 245,000 people, while the same channel has close to 33 million likes on Facebook.
The future of reputation
A session on corporate reputation began with summit convener, Rajesh Lalwani, CEO of Blogworks, setting out the 'ABC' of
reputation:
l A for Authenticity – do you do what you say?
l B for Big Data
l C for Community
Shivnath Thukral, Group President, Corporate Branding and Strategic Initiatives, Essar, used the recent Radia tapes
controversy (which implicated many senior Indian journalists in lobbying for public appointments) to make the larger point
about the social media age: "Nobody is spared".
He went on to cite a Euro RSCG Study from the US that shows people are becoming increasingly conscious of the value
system of the brands that they endorse. "The challenge for business managers is to get perception and reality together,"
Thukral observed, adding that corporations need to go back to restoring trust.
The session focused on several recent controversies in India's political space – and Thukral argued that they carried a
warning for brands. "It is dangerous when you realize that these social media attacks are being dominated by entities that do
not care to reveal who they are and yet their voice continues to mar reputations."
Senjam Rajshekhar, Director, Group Corporate Communications, Vedanta, agreed that social media could influence people,
and that NGOs, activists and corporations were using it to pursue various agendas.
Downloaded from warc.com
6
7. There is, he added, a risk in doing so. The case in point was 7UP, where the brand partnered with youth news title The
Viewspaper to conduct a 72-hour tweetathon where individuals were invited to discuss various social issues through a special
hashtag, #ifeelup.
There was some backlash when people realized that this was a product marketing exercise for 7UP. "Non-disclosure makes
people feel they have been taken for a ride, and the brand loses out in the overall process when things come to light," said
Gautam Ghosh, Lead, India Marketing, at social recruitment network Brave New Talent.
Narendra Nag, Co-Lead of 2020Social, a company that builds and manages online networks, set out some key trends in the
field of reputation management:
l Micro-reputation: reputation is no longer monolithic. Brands will have to think in terms of multiple reputations.
l Reputation narrative: brands will have to move from advertisements towards conversations and storytelling.
He concluded: "Reputation is not about facts. It is about faith."
Social media measurement: asking new questions
A session on measuring social media activity pushed the audience to think beyond 'fans' or 'likes'.
Karthik Nagarajan, National Director, Social and Insights, at GroupM, challenged the audience: "What is the ROI of taking your
client for golf or entertaining him over dinner? Why do we keep talking about ROI on social media when the medium itself is
rewarding?"
Vijay Shankaran, Head of Social, Nokia Siemens Network, echoed this point, saying that the real question to ask would be "Is
my brand really social? What can I do to make it so?"
He gave the example of Toyota's 100 Cars for Good.
The consensus was that brands should measure what's important, not what is easy to measure.
Takeaway points
l Social media in India is developing rapidly, and is now a serious option for marketers. As Facebook has become the
country's leading social network, options such as Timeline are now open to Indian brands in the same way as they are
open to brands in the US or Europe. However, Indian marketers are asking the same questions around social media
measurement as their international counterparts.
Downloaded from warc.com
7
8. l Many Indian brands are eager to develop closer links to local communities and gain more nuanced consumer insight.
Social has become a key platform for achieving this.
l India's huge content industry sees social media as a distribution and marketing platform.
l Recent political scandals have underlined the power of social as a tool to build (and destroy) reputations. Brands should
tread carefully in this space.
About the author
Preeti Chaturvedi writes about marketing issues for a variety of online and print media in India and internationally,
and has contributed to publications including The New Indian Express, Business and Economy and Business
World.
She can be contacted at preeti.chaturvedi@gmail.com, and blogs at chaturvedipreeti.wordpress.com.
All rights reserved including database rights. This electronic file is for the personal use of authorised users based at the subscribing company's office location. It may not be reproduced, posted on intranets, extranets
or the internet, e-mailed, archived or shared electronically either within the purchaser’s organisation or externally without express written permission from Warc.
Downloaded from warc.com
8