Social Media Analytics : Xiaomi Case StudyCustomer Behavior Analytics

Xiaomi was founded in 2010 by serial entrepreneur Lei Jun, who believes that high-qualitytechnology doesn't need to cost a fortune.

MI logo stands for “Mobile Internet”

We produce the Xiamoi phones because of their “MI Fans” and decisively explains the “FAN CENTRIC” philosophy of its founder

Xiaomi wants to be the part of the life of customer

Believe on personalize not professionalism

They advertise their product only through social media Sinaweibo , Facebook

BRAND AWARENESS : XIAOMI IS IN TOP 3

SOCIAL MEDIA (A REAL BUSINESS STRATEGY)

• It allows firms to engage in timely and direct end customer

• Relatively lower cost as compared to traditional marketing tools

• Internet has become the medium of choice to communicate and collecting information

FANS PLAY A KEY ROLE IN SOCIAL NETWORKING SITES

• Social networking sites are full of fans

• A strong fan community can be build through social media

• Helps to know where we lacking in customer’s expectation • Innovate and redefine

• Shorter learning curve facilitate mass production

• Grade the level of fans and grants variety of incentives and permission

• Word of mouth

SMART PHONE

INDUSTRY“FAN

CENTRIC”

SOCIAL MEDIA

SOCIAL ENTERPRI

SE

PROFIT CONTENT

COMPETITION SHARING

LOCUS OF STRATEGY SHIFT FROM COMPETITION TO SHARING

TECHNICAL

ENVIRONMENTAL

LOCUS OF FOCUS SHIFT FROM TECHNICAL TOENVIRONMENTAL

SOLICITUDE

INTERACTION

LOCUS OF BEHAVIOUR SHIFT FROMINTERACTION TO SOLICITUDE

Xiaomi Forum in India

Subscribers - 14,950

YOUTUBE

Subscribers- 40,801

YOUTUBE

INSTAGRAM

218K followers

181K followers

TWITTER

FRAMEWORK TO BUILD FAN POWER

ENGAGE THEM WITH INTERESTING

TOPICS

MONITOR REVIEWS

ATTENTIVELY

ADDRESS THEM HONESTLY AND

POSITIVELY

UNITE AS A FAMILY

BRAND KEY

BRAND ESSENC

E“FAN

CENTRIC”

REASONS TO BELIEVE

• Customer interaction • Getting positive

feedback • Positive word of mouth

COMPETITIVE ENVIRONMENT• Competes directly to

multinational companies like Samsung, IPhone

BENEFITS

• Modifications according to your needs

• Technology upgradations

VALUE & PERSONALITY• Optimism• Honesty• Service oriented• Reliability

TARGET MARKET : Tech savy

DISCRIMINATOR/USP:

Customerization

STRENGHTSFocused on customersCost efficientSocial media marketingInnovation Customer satisfaction

WEAKNESSNot focusing on traditional

marketing

OPPORTUNITIESGrowth in new international markets Can raise more customers through social media marketing

THREATThey may lose there market share.New entrants with same business plan.

SWOT

LEARNINGS

• Positive e-word of mouth helps a company to get more orders and earn higher profits.

• Over emphasis on technology or research and efforts to develop unique products

may not lead to success.

• Good reputation can be earned by honoring promises made.

• Fans are the individuals who ultimately support a firm in its high growth phase.

• Negative word of mouth is an asset for the company.

Ankur Sharma PGCM5-1503 Neha Kumari PGCM5-1506 Priyanka Banerjee PGDM2-1523 Aatish Raj PGDM2

Thank You