Sample Social Media Strategy - Canon India #Canon #SocialMedia #DSLR Camera Market India Social Media Marketing, Optimized Engagement, Social Media Strategy

1. “The best images are the ones that retain
their strength and impact over the
years, regardless of the number of times
they are viewed.” — Anne Geddes

3. Social Strategy

4. The DSLR Market
• The Indian digital camera market is
currently estimated at around Rs 4,000
crore, equally divided between the DSLR
and the compact category.
• The DSLR market in India is now at
250,000 units and growing at a little over
10% yearly
• The 210,000-unit digital compact camera
(point-and-shoot) segment has shrunk in
comparison
Source : Business Standard
5
Canon
45
50
Nikon
Sony, Olympus
and others

5. Target Group
Demographics
• Male/ Female
• 22+ years
• Sec A,B in affluent markets
Psychographics
• Passionate
• Is digitally inclined
• Social if not outwardly

6. The Consumer
• According to Canon India's statistics, the average
age of its last 50,000 DSLR customers is 29, of
which almost 30 per cent are women.
• Almost the highest number of wedding
photographers in the world.
• Youngsters are finding value in investing in a
DSLR, with smartphones killing point and shoot
cameras.
• DSLR is gradually becoming a lifestyle product.
Source : Business Standard

7. Consumer Insights
• Exploring the creative side through photography.
• Buying a DSLR camera (not satisfied with smartphone or entry level
cameras)
• Going out for photography walks during leisure time.
• Rise of photography pages / groups on facebook.

8. The Current Social Media Realm

9. Twitter analysis
Similar AFA, no new followers
reason being lesser visible digital
campaigns
As on October, 15th 2013, Sysomos
Because of the recent campaign –
Project Resound ( Shreya
Ghoshal and Kailash Kher)

10. Twitter analysis
Same gender ratio and ―photography” is the
key word followed by lover and music
As on October, 15th 2013, Sysomos

11. Twitter analysis
Almost similar to Nikon India, with
787 common followers.
As on October, 15th 2013, Sysomos

12. Facebook analysis
No. of fans
Talking about
1698536
742261
555419
18671
12859
15569
Sony India has a larger
fan base because the
page talks about other
products as well
As on October, 15th 2013,
Canon India has a lesser fan base, but has a higher
overall engagement ratio.
Users are getting involved with the content.

13. Canon India has to have further more brand
engagement to increase the growth of fans.
As on October, 15th 2013

14. Deeper dive into Canon India
This week
Last week
Aug. 13
Sep. 13
Oct. 13
Fans
552k
547k
495k
524k
543k
Talking About
16k
15k
15k
15k
12k
Total Posts
Avg. Reactions
Monday
9
450
Tuesday
11
716.4
Wednesday
7
382.9
Thursday
10
434.7
Friday
9
436.3
Saturday
6
604.3
Sunday
5
588.6
Fans growth
Day wise posts

15. Deeper dive into Canon India
Post Details
Total Posts
Avg. Reactions
Avg. Likes
Avg. Comments
Avg. Shares
Status
2
168
74
94
0
Picture
53
548
499
16
33
Link
1
48
41
7
0
Video
1
34
33
1
0
Offers
0
0
0
0
0
Music
0
0
0
0
0
Slides
0
0
0
0
0
Others
0
0
0
0
0
Total
57
517
468
18
31

16. The Content
Lesser
interactions
on product /
campaign
promotions
More
interactions on
images

17. The New Strategy

18. From the earlier data, we can deduce:
• Photography and lover are the keywords.
• People are more engaged on the photographs posted, they
even post their similar photographs, they are more interested
in amazing photography through the camera rather than
anything else.
• Not all of them are professionals, most of them are newbies
but are passionate about photography, which is well stated by
the type of questions they ask.

19. Rational
Let’s build an emotional connect.
Inspire all, those who aspire.
While other brands are going on
a more rational route.
Emotional

20. Types Of Photographers
Professionals
Wedding, Fashion,
Product
Passionate
Nature, Travel, Wild life
Core TG
Newbies
Part timers

21. What does your camera mean to you?
A picture is worth a 1000 words
•
•
•
•
•
Helps me express myself…
Captures the world for me….
My best moments to be relished..
Gives me a break out of regular work life…
Gives me power to create…
Source : A small research conducted.

22. The Proposition
An amazing
DSLR
Camera
Passion &
Creativity of
the individual
Capture The Extraordinary In The Ordinary

23. The Rationale
Everyone aspires for the extraordinary, not
knowing that it’s made from the ordinary itself. It’s
the time to pause for a while and look for the
EXTRA bit present in the ordinary.
Every photograph can be made interesting,
there can be new discoveries,
experimenting with composition, depth of field,
different angles and perspectives.
All one has to do is to pick up a camera, and
be creative.

24. Canon presents
The Extraordinary
An online social reality show, making the
ordinary photographers, extraordinary.
Carving the best out of them using their
skill and passion for photography.
Your chance to get famous.
Amateur and booming photographers can be targeted.

25. The Platform
Promotion
Picasa
The core user engagement platform.
Free social image hosting
platforms.

26. Step 1 - Recruitment : Twitter Engagement
#MomentExtraordinaire
Canon India shall announce the details of the contest through Facebook and Twitter,
asking users to participate in the #MomentExtraOrdinaire.
For 5 days, a contest will be run on Twitter -there will be a post put at random time
intervals daily, asking users to post an extraordinary pic of that moment, the pic. can
be of office, outside, while travelling etc.
The users have to be creative and send a pic of that moment, with a caption. There will
be a time slab of 30 minutes.
For e.g. if a post is put up on Monday at 5:00 pm, on Tuesday it can be 12:00 pm.
Top 20 winners will get a chance to be trained.

27. Step 2 – Training : Facebook / YouTube
Club Extraordinaire
The 20 winners, will now undergo 3 day training.
Videos will be shot during training and interviews will be taken and put up on YouTube
and shared on Facebook.

28. Step 3 – Selection : Facebook + Picasa/ Flickr
Club Extraordinaire
Now, after training every individual will be sent to
different places across India like Kutch or Kasaul
etc. to capture the extraordinary in the ordinary.
Different albums will be created on facebook,
and users will be asked to vote (like, comment
and share).
Top ten most voted albums will be declared
winners.

29. Step 4 – Exhibition : Facebook + Picasa/ Flickr
The Extraordinary
A microsite will be created to showcase (exhibit) the 10 winners’ photographs.
This can also be treated as a stock image website.
Special albums or packaging covers can be made out of those photographs for Canon
products.
Life size exhibition can also be done in larger cities.

30. So, it’s not only about the user who does it,
but it’s the brand which also does it, which is
to
Capture The Extraordinary In The Ordinary
© Ankur Srivastav 9.ankur@gmail.com