Social Media Marketing Strategy
SiliconIndia Strategic Marketing Summit 2011
Vishal Chinchankar, - Head Digital Media function
Reliance Group
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Social Media Reach
Can we really ignore this ?
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Facebook, YouTube, Twitter are the internet’s top 10 websites
(Sources: http://www.alexa.com/topsites)
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Social Media has become as all-pervasive as Search Engines
since Jan 2010
Dec 2010: Social Networking traffic
exceeded Search Engine traffic
March 2010: Facebook.com traffic
equalled Google.com traffic
(Sources: HitWise.com)
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People spend more time on Facebook than Yahoo or Google
(Sources: Comscore, US Stats)
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65% of Fortune 100 companies are using Twitter to
improve customer experience
(Sources: Edison Research, Apr 2010; Burson-Marsteller Study, Jan 2011)
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Social Networks have accrued massive $ Value
• Google is 14 years old, has a
market cap of USD 196.14B and
trades at ~USD 610/share#
• Facebook is 7 years old, valued
at USD 52.33B* and trades at
~USD 44/share** on North
American secondary market
• Twitter is ~4 yrs old, and was
valued at USD 3.7B@ in a recent
round of funding of USD 200mn
(@ Source: Mashable, Dec 2011)
(# Source: Google Finance, 28 Feb 2011)
(* Goldman Sachs, Digital Sky, Microsoft, are large investors)
(** SharesPost, 23 Feb 2011; IPO expected 2013.)
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Facebook is the largest social network in India
• 25 mn registered users
• > 25% of India’s Internet users
• 6th largest country on FB
• 50% users over 25 yrs age
• Largely male
• Avg. user spent 2+ hours on
FB in Jan’11, visited 182 pages
(Sources: real-time stats by SocialBakers.com, 28 Feb’11; Comscore Jan’11)
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India’s Twitter user base is small, but growing fast and
attracts the social elite
Signups in India have increased nearly 100% since the beginning of 2010 due in part to
politicians like Shashi Tharoor and Bollywood mega-stars Sharukh Khan, Priyanka Chopra and
Abhishek Bachchan.
Source: Twitter Official Blog (March, 2010)
• Over 4 million registered users in India
• Users spent 12 mn minutes, viewed 14 mn pages
• Growth rate doubled in 2010
• A top 20 country on Twitter by registered users
• B’lore, Mumbai, Delhi are top 50 twitter cities in the World
• Social Elite with smartphones, tablet PCs and notebook PCs
tend to use Twitter more
(Sources: Twitter.com, Comscore, Sysomos, TwitterGrader.com)
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OK, so looks like it’s important.
Now, what do we do with it?
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The landscape of “Social” media / “Web 2.0”
SOURCE: http://www.flickr.com/photos/trumpetca/2383941503/sizes/l/in/photostream/
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Social Media in the larger context of Media in general
http://rossdawsonblog.com/weblog/archives/2006/06/the_future_of_m_1.html
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Social media in perspective: Online Media Matrix
Paid Media: Advertising
– Rich media, AdWords, Email
partnerships, Sponsored site
takeovers
Owned Media
– Web sites, Corporate sites,
brand sites, microsites,
newsletters
Earned media
– electronic PR, editorial
coverage on forums, Blogs,
Social networks
Shared media: Social “outposts”
– Corporate twitter account,
Facebook fanpage, YouTube
channel etc…
Source: Radar DDB, Toronto, http://www.slideshare.net/edlee/online-me
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A strategic framework for harnessing Social media
Source: Advanced Human Technologies Group, found at: http://rossdawsonblog.com/weblog/archives/2009/07/launch_of_socia.html
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Show me the money: The Social Media ROI Pyramid
Source: http://www.web-strategist.com/blog/2010/12/13/framework-the-social-media-roi-pyramid/
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Case Study: Reliance Mutual Fund
Using Facebook to build customer loyalty
A small example of what we are doing at Reliance Group
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Educating the community
• On Mutual Fund
fundamentals as well
as personal finance
concepts in general
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Connecting the brand with Wealth creation
• Through meaningful
debate
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Providing customer support
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Adding to the sales funnel
• People with
questions about our
investment products
are introduced to
RMF’s network of
Independent
Financial Advisors
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Generating emotional connect
• Simply by Being
Human
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Engaging Apps
• Offer tools that are
Viral & Engaging
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Outcome: The No.1 MF Community built on Facebook
• Largest among all
Mutual Fund pages
on Facebook, with
over 56,600 followers
today
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International Examples
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PepsiCo’s Gatorade Social Media
Mission Control
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Tracks tweets relevant to Gatorade
Company is tracking terms relating to its brand, including competitors, as well as its
athletes and sports nutrition-related topics. Source: Mashable
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Classifies blog conversation Trends, Sentiment
• Measures blog conversations across a variety of topics and shows how hot those conversations are across the blogosphere.
• Runs detailed sentiment analysis around key topics and product and campaign launches. Source: Mashable
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Dell SMLCC
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Source:
Huffington Post
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Tracks 1 lac plus daily posts related to Dell in 11+languages
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Dell taught 5K+ employees how to engage online with customers
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Thank you
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