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Using social media to reach youth markets in india

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Mirum India - A WPP Group Company
Mirum India - A WPP Group Company

Talk given by Sanjay Mehta, our Jt. CEO, at Social India Conference, in Bangalore, on 13th Nov, 2011.

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Using Social Media to reach Youth Markets in India Sanjay Mehta Jt CEO, Social Wavelength
Using Social Media to reach YouthMarke ts in India? Sanjay Mehta Jt CEO, Social Wavelength
Using Social Media to reach Youth Markets in India ? Sanjay Mehta Jt CEO, Social Wavelength
Using Social Media to reach Youth Markets in India Sanjay Mehta Jt CEO, Social Wavelength
A Quick Introduction: About Me
One of the Top 5 IT Companies in the World
What we will cover: 1. Social Media Strategy 101 2. Some Youth Market Insights 3. Brands and Youth Markets 4. Case Study
Social Media Strategy 101 (slide 1/2) WHAT is Social Media? •The Online Technologies and Practices.. •That People Use… •To •Share Opinions, Insights, Experiences and Perspectives So where do BRANDS come in here?? What Opportunities do Brands have? •Listening •Talking •Engaging •Evangelizing •Adopting
Social Media Strategy 101 (slide 2/2) And so the Strategy? Back to the 4 P’s •People •Authors •Critics •Collectors or Curators •Joiners •Consumers •Inactive •Purpose •Plan •Process
Some Insights about the Youth Market
FUN…
ME…
FAME…
BOLLYWOOD…
MUSIC…
NOW…
HUMOUR…
THRILL…
ROMANCE…
TECH…
Brands and Youth Markets?
Enough and more statistics about the Youth Market, I am sure..
The Youth Market, then.. •EVERYONE wants a slice.. •Wanting is NOT the same as Doing! •Still use Old Wine in New Bottle •Traditional Media •New Media but old ways!
What’s youth more likely to be doing? And yet, where does the marketing money go??
•Well thought out strategy It’s not about carpet • Measurable, clear objective bombing anymore… driven Using Social Media then..
The way that the youth take Purchase Decisions has changed
Get into the youth’s buying decision journey i. Awareness / Consideration ii. Evaluate – critical touch point iii. Buy – Point of Sale Issues iv. The Loyalty Loop - Advocacy
“For the critical touch points, have you got Budgets to Spare?”
•Most budgets allocated to creative and media buy •Allocations are usually about platform choices (radio / TV / Print), with digital getting loose change •This doesn’t work – for youth markets at least •Also need budgets for “non-work” areas like creating, managing and monitoring owned and earned media
CASE STUDY OF A YOUTH BRAND
The Channel [v] Challenge What Was Involved? i. Target Group: college students from all across the country (core TG for [v] anyway) ii. Event: India’s largest inter collegiate event, Indiafest, in Goa iii. Reach as large a number as possible, in as short a time as possible, at as low a cost as possible ** as always, the marketing wish list 
Used Our Learning in Social Media What works, what doesn’t? A very simple idea.. 1. As a brand, don’t try to create Farmvilles – keep it simple 2. Causes that get large scale participation are not about ‘changing the world’, but about simpler issues in life 3. Passion drives viral engagement 4. Arm chair activism works 5. Impulsive participation is good 6. Easy way to recruit more 7. In doing all this, stay close to your core TG and to your core focus area
What was involved? 1. Application ran on [v]’sFacebook page 2. On the Facebook page, there was a Pre-like lure, and Post-like revelation (fan build strategy) 3. The Display Picture of the [v] Facebook page promoted the activity 4. The simple 3-step participation was highlighted 5. Simply go and ‘like’ your college; if you don’t find your college, add it, and then ‘like’ it 6. One could vote for more than one college 7. On the mini-page for each college, one could see names and photos of all those who had voted for that college 8. A Leaderboard was shown prominently; if your college was not there, you could work on it! 9. An ‘invite friends’ link also beckoned 10. Sabse Liked College was promoted on various college forums and groups 11. Regular posts happened from [v] FB page
All about Increasing Awareness And Amplifying Growth Through Contest
Results of Sabse Liked College i. Ran from Dec 12, 2010 to Jan 31, 2011 ii. [v] fan base on Dec 12: 343,185 iii. [v] fan base on Jan 31: 648,079 iv. Growth of 89% in just 50 days!!!
THANK YOU Sanjay Mehta Joint CEO, Social Wavelength smehta@socialwavelength.com +91-98200-40918 @sm63 Since I see a lot of students in the audience, I must add this… WE ARE HIRING! If you are interested to work on Facebook and Twitter all day long  , then write to jobs@socialwavelength.com.

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Using social media to reach youth markets in india

  • 1. Using Social Media to reach Youth Markets in India Sanjay Mehta Jt CEO, Social Wavelength
  • 2. Using Social Media to reach YouthMarke ts in India? Sanjay Mehta Jt CEO, Social Wavelength
  • 3. Using Social Media to reach Youth Markets in India ? Sanjay Mehta Jt CEO, Social Wavelength
  • 4. Using Social Media to reach Youth Markets in India Sanjay Mehta Jt CEO, Social Wavelength
  • 6.
  • 7. One of the Top 5 IT Companies in the World
  • 8. What we will cover: 1. Social Media Strategy 101 2. Some Youth Market Insights 3. Brands and Youth Markets 4. Case Study
  • 9. Social Media Strategy 101 (slide 1/2) WHAT is Social Media? •The Online Technologies and Practices.. •That People Use… •To •Share Opinions, Insights, Experiences and Perspectives So where do BRANDS come in here?? What Opportunities do Brands have? •Listening •Talking •Engaging •Evangelizing •Adopting
  • 10. Social Media Strategy 101 (slide 2/2) And so the Strategy? Back to the 4 P’s •People •Authors •Critics •Collectors or Curators •Joiners •Consumers •Inactive •Purpose •Plan •Process
  • 11. Some Insights about the Youth Market
  • 13. ME…
  • 24. The Youth Market, then.. •EVERYONE wants a slice.. •Wanting is NOT the same as Doing! •Still use Old Wine in New Bottle •Traditional Media •New Media but old ways!
  • 25. What’s youth more likely to be doing? And yet, where does the marketing money go??
  • 26. •Well thought out strategy It’s not about carpet • Measurable, clear objective bombing anymore… driven Using Social Media then..
  • 27. The way that the youth take Purchase Decisions has changed
  • 28. Get into the youth’s buying decision journey i. Awareness / Consideration ii. Evaluate – critical touch point iii. Buy – Point of Sale Issues iv. The Loyalty Loop - Advocacy
  • 29. “For the critical touch points, have you got Budgets to Spare?”
  • 30. •Most budgets allocated to creative and media buy •Allocations are usually about platform choices (radio / TV / Print), with digital getting loose change •This doesn’t work – for youth markets at least •Also need budgets for “non-work” areas like creating, managing and monitoring owned and earned media
  • 31. CASE STUDY OF A YOUTH BRAND
  • 32. The Channel [v] Challenge What Was Involved? i. Target Group: college students from all across the country (core TG for [v] anyway) ii. Event: India’s largest inter collegiate event, Indiafest, in Goa iii. Reach as large a number as possible, in as short a time as possible, at as low a cost as possible ** as always, the marketing wish list 
  • 33. Used Our Learning in Social Media What works, what doesn’t? A very simple idea.. 1. As a brand, don’t try to create Farmvilles – keep it simple 2. Causes that get large scale participation are not about ‘changing the world’, but about simpler issues in life 3. Passion drives viral engagement 4. Arm chair activism works 5. Impulsive participation is good 6. Easy way to recruit more 7. In doing all this, stay close to your core TG and to your core focus area
  • 34. What was involved? 1. Application ran on [v]’sFacebook page 2. On the Facebook page, there was a Pre-like lure, and Post-like revelation (fan build strategy) 3. The Display Picture of the [v] Facebook page promoted the activity 4. The simple 3-step participation was highlighted 5. Simply go and ‘like’ your college; if you don’t find your college, add it, and then ‘like’ it 6. One could vote for more than one college 7. On the mini-page for each college, one could see names and photos of all those who had voted for that college 8. A Leaderboard was shown prominently; if your college was not there, you could work on it! 9. An ‘invite friends’ link also beckoned 10. Sabse Liked College was promoted on various college forums and groups 11. Regular posts happened from [v] FB page
  • 35. All about Increasing Awareness And Amplifying Growth Through Contest
  • 36. Results of Sabse Liked College i. Ran from Dec 12, 2010 to Jan 31, 2011 ii. [v] fan base on Dec 12: 343,185 iii. [v] fan base on Jan 31: 648,079 iv. Growth of 89% in just 50 days!!!
  • 37. THANK YOU Sanjay Mehta Joint CEO, Social Wavelength smehta@socialwavelength.com +91-98200-40918 @sm63 Since I see a lot of students in the audience, I must add this… WE ARE HIRING! If you are interested to work on Facebook and Twitter all day long  , then write to jobs@socialwavelength.com.