Brand - Audience Engagement: The Social Media Conundrum

Social Media Week, Bangalore
#SMWBangalore Feb 26 2015
Brand – Audience Engagement:
The Social Media Conundrum
Speaker: J Raghunath
@RagsTweets
tweetchamps.com
@ContestBoard on Twitter facebook.com/contestboard contact@tweetchamps.com

Social Media Users in India
THIS SPACE IS INTENTIONALLY LEFT BLANK

Social Media Is BIG
No dispute
about that!

“Conundrum” Defined

 Does Social Media really help brands to build /
grow their business?
 Do social media campaigns really help brands
engage with their audience?
 Which is the best Social Media Platform for brands
and businesses?
Conundrums 1,2,3,…Infinity

 Should brands build their social media
presence on multiple platforms …
OR
 Focus on “the(ir)” most popular platform and
engage with the audience?
Conundrum # 4

Needs and Wants of Brand &
Audience

The Blind Men & The Elephant
(A Beautiful Poem by John Godfrey Saxe (1816-1887)
It was six men of Indostan
To learning much inclined,
Who went to see the Elephant
(Though all of them were blind),
That each by observation
Might satisfy his mind.

Variables in Social Media Success
Platform Frequency, Quality of Interaction
Brand Equity Gratification for Interaction
Duration of Presence Influencers
Events Social Media Managers

The Ground Reality
Social Media Platforms

# Facebook Twitter Google+ Instagram
1 Visa India 17.8 mil 119K NA NA
2 Tata Docomo 14.2mil 102K 7170 NA
3 Microsoft Lumia 12.4mil 193K 884K* 96K *
4 Samsung Mobile India 12.4mil 216K 2202 176K *
5 Aircel India 9.9mil 46.3K 3504 NA*
6 Fastrack 9.7mil 114K 874 3876
7 CloseUp 8.9mil 760 NA NA
8 Kingfisher 7.6mil 47.6K NA 1590
9 Idea 7.5mil 32.9K 4672 280
* Worldwide
Top Brands on Social Media

Facebook Twitter Google+ Instagram
10 Domino’s Pizza 7.0mil 64.8K NA 415
11 Shopper’s Stop 6.8mil 116K 233 951
12 Airtel India 6 mil 129K 5517 59
13 Flipkart 4.5 mil 248K 686K 5736
14 HDFC Life 3.5 mil 122K 1492 NA
15 Myntra 2.7 mil 84K 555K 5455
16 YesBank 1.5 mil 327K 1784 NA
17 Vodafone India 1.3 mil 228K 3873 286
18 Pepsi India 173K 131K 603K 372
Top Brands on Social Media

Facebook OR Twitter
Conundrum # 5

It’s A Wall
The First approached the Elephant,
And happening to fall
Against his broad and sturdy side,
At once began to bawl:
“God bless me! but the Elephant
Is very like a wall!”(Cartoon originally copyrighted by the authors; G. Renee
Guzlas, artist).

The Facebook Wall

Conundrum # 6,7,8
• Which Is More Valuable:
A “Like” on Facebook OR a “RT” on Twitter ?
A “Comment” on Facebook OR a “Mention” on Twitter?
• With relatively few “Comments” & “Shares”:
Is the “Audience” serious about “Engagement” on
Facebook

Perhaps Twitter Is Easier & More
Engaging!

It’s A Spear
The Second, feeling of the tusk,
Cried, “Ho! what have we here
So very round and smooth and sharp?
To me ’tis mighty clear
This wonder of an Elephant
Is very like a spear!”

Brand – Audience Engagement On
Social Media
The Brand
Sees social media as a
huge platform to connect
with audience “easily”
“Social & Mobile” is the
way future will be
The Audience
Interaction with “Brands”
is the least priority on
social media
Unexcited by Contests &
Prizes

Social Media Journey Of A Brand

Understand The “Audience”

Conundrum # 9
• Looks like is Gratification the only way to induce
the audience into “sustained” interaction with the
brand!

It’s A Snake
The Third approached the animal,
And happening to take
The squirming trunk within his hands,
Thus boldly up and spake:
“I see,” quoth he,
“the Elephant is very like a snake!”

A Deep Dive Into Twitter

Brand – Audience Engagement Via
Twitter Contests
 The study covers over 3000 brands & businesses in
India with Twitter presence
 Products and Services placed in 39 Categories

Brands & Businesses on Twitter
List of Categories

Metric From Inception Recent
(April-Dec 2014)
Duration of Twitter Presence 24 months April-Dec 2014
# of Followers 56K +15,600
Tweets 35K +18,000
Followers /Month 2300 1950
Tweets/Month 1460 2200
Followers/Tweet 1.6 0.9
# of Contests (spotted by tweetchamps.com -Jan-Dec 2014) 78
Case Study of @ACosmeticsBrand

Metric @timesofindia @ndtv @IndiaToday
Lifetime Metrics:
Twitter Presence 57 months 69 months 75 months
# of Followers 3.8 mil 3.56 mil 1.27 mil
Tweets 168K 170K 198K
Followers /Month 67K 50K 6.7K
Tweets/Month 3K 2.5K 2.6K
Followers/Tweet 23 21 2.5
Apr-Dec 2014
Followers/Month 183K 147K 67K
Tweets/Month 5.1K 3.6K 6K
Followers/Tweet 36 41 1.1
Contests – 2014 <5 <10 <5
Category: Media

Metric @FeminaIndia @ndtvgoodtimes @zeecinema
# of Followers 29K 29K 23K
Tweets 32K 15K 18K
Followers /Month 450 420 340
Tweets/Month 490 217 268
Followers/Tweet 0.9 1.9 1.3
Apr-Dec 2014
Followers/Month 921 807 664
Contests – 2014 >40 >60 >40
Category: Media

Metric @Micromax_Mobile @GioneeIndia @LGIndiaTweets
# of Followers 69K 38K 34K
Tweets 17K 9K 15K
Followers /Month 1112 1600 686
Apr – Dec 2014:
Followers/Month 2408 2978 1228
Contests – 2014 >30 >30 >10
Category: Gadgets

It’s A Tree
The Fourth reached out an eager hand,
And felt about the knee.
“What most this wondrous beast is like
Is mighty plain,” quoth he;
“ ‘Tis clear enough the Elephant
Is very like a tree!”

Brand – Audience Engagement Via
Twitter Contests
 This analysis is based on a study of over 16K Contests,
of which over 10,000 contests were on Twitter
 50% of Contests attract less than 20 Participants
AND/OR receive less than 50 Tweets
 The study covers over 3000 brands & businesses in
India with Twitter presence
 Products and Services placed in 39 Categories

Twitter / Contest Metrics
Parameter How Measured
Participation Number of players who tweet for a contest
Engagement Total number of Tweets posted by all players
Reach Sum of Followers of each Player
Impressions Sum Total of Timelines reached by each Tweet
Productivity Ratio: The # of Followers per Tweet Posted
Total Cost Includes Cost of Prizes, Administration, Influencers etc

Overview of Prize Types
Gadget Travel & Hospitality Events Entry
Voucher Dining Meet A Celeb
Goodies No Prize Party
Unspecified Apparel Interesting

Top 3 Prize Types
RANK # of Contests Participation Engagement Reach Impressions
1 Unspecified Voucher Gadget Unspecified Gadget
2 Gadget Goodies Voucher Goodies Voucher
3 Voucher Gadget Goodies Voucher Goodies

Top 10 Categories

It’s A Fan
The Fifth, who chanced to touch the ear,
Said: “E’en the blindest man
Can tell what this resembles most;
Deny the fact who can
This marvel of an Elephant
Is very like a fan!”

The Social Media Oscars 2014 …

# Parameter Brand Contests Follower
Growth /
Month, 2014
7 Most Creditable
Follower Growth
@baggitworld
(66 months)
<5 1500
8 Highest
Participation
@SamsungMobileIN <5 6700
9 Highest
Engagement
@Delhi_Airport <10 500
10 Highest Reach @ndtv <10 160K
11 Highest
Impressions
@ebayindia > 40 4200
12 Max Gadget
Contests
@Micromax_Mobile >20 3000
Overview Of Twitter Contests – 2014
(Only brands associated with hosting contests considered)

# Parameter Brand Contests Follower
Growth /
Month, 2014
13 Max Voucher
Contests
@jungleecom >30 765
14 Max Events Entry
Contests
@FestivalSherpa >20 330
15 Max Goodies, etc
Contests
@MaybellineIndia >75 1950
16 Max Travel
Contests
@stayzilla >10 700
Overview Of Twitter Contests – 2014
(Only brands associated with hosting contests considered)

It’s A Rope
The Sixth no sooner had begun
About the beast to grope,
Than, seizing on the swinging tail
That fell within his scope,
“I see,” quoth he, “the Elephant
Is very like a rope!”

 Attracts at least 100 Participants
 Brings New Followers
 Cost of acquisition of followers is within
benchmarks
A Contest Is A Success If It..

 Set Social Media Performance Goals
 Establish Processes To Monitor & Manage Performance
 View Social Media as an Infrastructure Investment,
not a “Marketing Expense”
 Be responsive to social media fans to build trust
Brands Should

We’ve Only Seen The Beast
And
touched it
too!
But ….

 And so these men of Indostan
 Disputed loud and long,
 Each in his own opinion
 Exceeding stiff and strong,
 Though each was partly in the right,
 And all were in the wrong!
 The Conundrum Still Exists!

THANK YOU FOR STAYING ENGAGED
You’ve Made Us A Brand!!

Brand - Audience Engagement: The Social Media Conundrum

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