Summer Internship Report

Summer Internship Report
Saurabh Pratap Singh
IIM Ranchi
Class of 2012
4/4/2012 Saurabh Pratap Singh, IIM Ranchi
Social Media CSR
+
Project Guide:
Ms. Nidhi Sahni

A. Project Scope (Social Media)
1. Current Trends
2. Findings of Research
3. Recommendations
B. Project Scope (Corporate Social Responsibility)
2. Findings of Research
3. Recommendations
What’s Next?
1. CSR as a strategy

Social Media Marketing
 Project Scope:
1. Understanding current trends of Social Media usages by BFSI
companies
2. Possible usage of Social Media, innovatively, for L&T Insurance
 Methodology:
 Secondary Research (Company websites and other Internet sources)
 Key deliverables:
1. Innovative use of social media by BFSI companies across the world (Face
book, LinkedIn, Twitter, communities, etc.)
2. Focus areas
3. Measures of evaluation (Suggestion)
4. Recommendations

The Time commitment
http://www.socialmediaexaminer.com/SocialMediaMarketingReport2011.pdf
A survey of 3000+ marketers across the industries
A significant 34%(30% in
2010) marketers are using
social media for 11 or
more hours weekly. It‘s
interesting to note that
15%(12.5%) of marketers
spend more than 20 hours
and about 4% (2.6%)are
using it for more than 40
Hrs on social media.
=>Time devoted is for
posting activities; Time
required for content
development is much
higher.

Social Media tools used
For Business-to-
Business, most
used social media
tool is Facebook
(88%) followed
closely by Twitter
(86%).
For Business-to-
Consumers,
Facebook is the
preferred choice
(96%) followed by
Twitter (82%)

The Recent changes
B2B B2C
2010 2011 Change 2010 2011 Change
Facebook 3 1 1 1
Twitter 1 2 2 2
YouTube 5 5 5 4
Blogs 4 4 3 3
LinkedIn 2 3 4 5
• Ranking of application is based on choice of marketers for the specific purpose mentioned above.
• In the same research, YouTube is first choice (77%) for increase in efforts next year, followed by
Facebook and Blogs (75%). Twitter comes at fourth with 73% people favoring for increased focus.

Benefits of Social Media Marketing

Observations
 The scores given are based on the active usage of the application and this is
decided on subjective evaluation.
 Green: > 67%; 33% < Yellow =< 67%; Red: =< 33%
 S.M.I. = Social Media Indicator
 Score of an Application = on the scale of 0 to 1
 Score of SMI = on the Scale of 0 to 5
Source: http://www.internetworldstats.com/list2.htm; http://www.wikipedia.org/

Trends in level of activities
4.25
4.8
3.9
2.0
1.4
0
1
2
3
4
5
6
State Farm(1922) All State(1931) Progressive(1956) Bajaj Allianz(2001) Bharti AXA(2006)
Social Media Indicator
The trend makes it clear that Social Media Requires Focus and Investments

Focus Areas
0
2
4
6
8
10
12
14
16
18
FaceBook Twitter LinkedIn YouTube Others
Recruitment
Customer Queries
Social Awareness
Event Promotion
Product Promotion

Innovations- Future Generali

Bharti AXA Survivors

Servus Credit Union
Servus Credit Union is
a third largest Credit
Union in Canada with
$9.5 billion in assets
under administration.
They have started
“Young and Free”
community to promote
financial inclusion
(Financial Literacy) of
young people (17-25
yrs). They choose a
spokesperson each
year to represent the
youth. This platform
allows them to learn
saving tips, organize
events, asks experts
about financial
queries, etc.

HSBC Knowledge Center

Play safe with it!!
1. Assume that you do not need web 2.0
2. Establish a business case (Strategies-
communicating to whom, what, why)
3. Establish Realistic Expectations
4. Create a product/Category tie-in
5. Make it entertaining and Interactive
6. Put something at stake, run contests
7. Monitor and measure results
8. Get your team on board

Things to be measured
Tools like Google
Analytics, SiteMeter,
Statcounter, Alterian,
Radian-6, etc are
used for such
purposes.
Source: http://www.socialmediaexaminer.com/4-ways-measure-social-media-and-its-impact-on-your-brand/
BrandAwareness
Lead
Generation

Team Structure:-
1. Social Media Manager (01)
 Credentials and Requirements:
• Masters in Communication/Marketing/English
• Minimum 3-5 years Exp in interactive marketing
• Experience with social Media, content development
• Excellent written and communication skills
• Passion for Social media, knowledge about various tools and usability
 Activities:
• Coordinating with social team on web marketing and optimization
• Run weekly meeting to ensure the posting requirements
• Work with management and Analysis team to organize several brand building campaigns
• Be the primary interactive marketing point of contact for assigned key initiatives
2. Community Managers/Coordinators (02-03; for different web initiatives)
 Credentials and Requirements:
• Bachelor’s degree in Communication/English/Journalism (Masters degree Preferred)
• 1-3 years of experience in Media/Interactive marketing
• Experience in writing/maintaining blogs
• Passion for Social media, knowledge about various tools and usability
 Activities:
• Directly involve with customers, maintaining pages on Facebook, Twitter, Wikipedia
• Writing blogs, posting comments on different applications and monitoring the net space
• Looking for innovative usage of web applications in other companies/industries
• Stay current with new publishers, platforms and emerging technologies
• Directing the customer queries to Customer Service Department for resolving it
3. Web Analysts, Technical Support staff*
*Can be outsourced

Suggested Applications
Application Content category Unique visitors
(India)
Average time on site
(India)
Time spent
(Worldwide)
Facebook Online communities 25 million 25 minutes 25 minutes
YouTube commercials/video sharing 21 million 18.20 minutes 25 minutes
Wikipedia Reference 12 million 8 minutes 8.1 minutes
LinkedIn Professional communities 4.2 million 10.50 minutes 8.50 minutes
Twitter Micro blogging 3.5 million 9.5 minutes 12.5 minutes
Facebook- Social Cause/Awareness, Event Promotions;
Twitter- Customers’ queries, Event Promotions, Social Initiatives, Category
Education
YouTube- Social Awareness, Product Promotions;
LinkedIn- Recruitment, Product and services reviews (Recommendations)
Communities/Blogs- Specific issues like savings, managed health care,
awareness;
*Source: Google Ad Planner

Some Initiatives
“Online Communities” for
women can be a good option
for using social media. They
can be made aware of various
health issues, financial
savings, insurance, contingen
cies like fire, etc.
The community can have
separate Facebook
page, twitter page and
YouTube channel. This will
help increase the brand
loyalty of women.
One another innovative usage
would be event promotion.
“Drive safe”, “Tell your
stories” “Recommend the
product” kind of activities can
be thought of. But we should
have some rewards/prizes for
winners which would attract
more people. Rewards can be
Health check-up
vouchers, food coupons, etc .
events can be sponsored by
different products.
Targeting specific diseases
like
AIDS, TB, Cancer, Anemia, etc
can be a good campaign on
social media. We can work on
these lines as a part of CSR
and make the findings/
developments, available for
all on Social media like
Facebook. Members can also
be asked to suggest some
other areas which deserve
attention in society.

Online Tree !!
Plant a Tree Online in the name of your loved ones
or new born child to give her (him) a green and healthy
future ahead. (The online campaign will have features
like- “water your plant” and it could be planted
anywhere on the earth. This will also have an auto-
generated reminder to water the plant after every 10
days. After 20 days, another message would be
forwarded telling “I am turning pale” and after 30
days, if the issue is not resolved, we will declare the tree
dead.
This will influence the visitors to be frequent on our site.
We can also add that, for every 25/50/100 tree planted
online, L&T Insurance will plant a sapling in reality.
This, if works, will do wonder for the company’s brand
image, not only in India but across the world.

CSR Activities:
• Project Scope:
 Studying CSR initiatives of a few Insurance companies in India
• Methodology:
 Secondary Research (Internet) and Primary Research (Personal Interaction)
• Key Deliverables:
1. Focus areas of CSR activities for Insurance companies in India
2. Team, Budget provision, etc.
3. Nature of Tie-ups with NGOs (if any)
4. Recommendations
*Requires personal interaction with officials of concerned company, if possible.

CSR as a “Strategy”
A
B
B1
C
C1
B2
B3
C2
C3
A-B-C is current preference of
Organization (operational
efficiency)
A-B 1-C 1 is strategy to ensure
sustainability and efficiency
Anything below A-B-C is
inferior choice and above
is preferred choice
Time Period
Revenue

Focus Areas
Opportunity areas to mark difference
The blue colored tabs show the companies which mostly are not involved directly in CSR activities, but
they are part of their respective group foundations .

Key Observations
 Insurance companies in India do not thoroughly integrate CSR into their business
activities
 Majority of the CSR activities are undertaken by Parent Company or its group
Foundation.
 Life Insurance companies are comparatively, better placed in CSR space
 There are some Corporate-NGO Tie ups on delivery front
 The majority of the works are focused to education (42%), rural sector (42%) and
specific diseases like cancer, physical disability or the ones related to ageing (58%)
 17% companies are focusing to areas like Women Welfare and Environment.
Therefore, going for sustainable development and ‘women welfare’ may turn out
to be a good strategic move
 Only 33% companies promote CSR on their websites (implies that remaining 67%
assign low significance to CSR activities)
 Companies work on a “strategic theme” which is aligned with its business domain.
For instance, General Insurance companies do work on the health issues.

How do they do CSR?
100%
58%
25%
75%
8%
0%
20%
40%
60%
80%
100%
120%
Monetary
Contribution
Employees as
volunteers
Contribution of
Goods
Partnership with
NGOs
If others, Please
Specify
Others: Employment opportunities, Health awareness programs, etc.
N=11

Nature of tie-ups with NGOs
88%
75%
88%
65%
70%
75%
80%
85%
90%
Monetary Support for their
initiatives
Employees work for
initiatives
Seek help of NGOs on
delivery front
N=8

Challenges to Integrate CSR
94%
24%
59%
47%
59%
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Lack of
expected
Benefit from
CSR
Lack of
employee
motivation
Lack of funds Lack of Time No support
from Top
management
Others
Others: HR Support, Government Support, etc.
N=17

Suggested Areas
33.33% 33.33%
26.70%
13.50%
46.67%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Employment Education Health Disability Others
Others: Financial Inclusion, Work place management, Environment, Rural Dev, etc.
N=16

1.“Let’s Work together”
Source: http://www.lntecc.com/homepage/csr.htm

2.“Campaign against Anaemia”
http://202.71.128.172/nihfw/nchrc/sites/default/files/Nutrition%20in%20India%20National%
20Family%20Health%20Survey%20NFHS%203%20India%202005%2006-824_0.pdf

3.“Green India”

4.“Project SAATHI!!”
Micro Insurance Agents
http://www.worldbank.org.in/WBSITE/EXTERNAL/COUNTRIES/SOUTHASIAEXT/INDIAE
XTN/0,,contentMDK:21557057~pagePK:1497618~piPK:217854~theSitePK:295584,00.h
tml

Team Structure
Head CSR (01):
Credentials and requirements-
• Maters in Sociology/Social Work/others
• Minimum 5 years of experience at responsible positions dealing with CSR
• Good Communication skills
• Passionate and motivated to serve the society
Activities-
• Developing CSR strategy.
• Designing CSR policies and programs.
• Reporting to Head-Corporate Communication.
• Coordinating CSR efforts with the team and management.
• Communicating about CSR internally and externally.
• Measuring CSR performance.
CSR Managers/Consultants(02-03):
Credentials and Requirements-
• Masters in Sociology/Social Work/Others
• 3-5 years of experience in Social services (Specific areas)
• Good communication skills
• Passionate and motivated to serve the society
Activities-
• Laying down the Plan and cost structure of CSR initiatives
• Implementing CSR initiatives
• Negotiating with NGOs on their respective focus areas
• Reporting to Head-CSR about the progress and recent updates
• Coordinating with HR for cross-functional team support and employee
involvement in the initiatives taken

Acknowledgement
Me
U
Ms. Deepali Naair- For giving me such a
wonderful opportunity and guidance;
Ms. Nidhi Sahni- For kind attention and
faith (this project became a reality because of
you);
Ms. Sarika Roy- For taking very good care
of all of us;
Special Thanks to:
Mr. Saumitra and the whole Marketing
Team for helping me in need;
HR Team for making it a special experience
All others, for sharing contacts, invaluable
opinions about my project

...for this wonderful opportunity !!

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