Emerging Social Media Practices by Product Companies
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Transcript of Emerging Social Media Practices by Product Companies
Emerging Social Media Practices by Product
Companies
7th May 2011, Mumbai
#smcmum
INTRODUCTIONS
Emerging Social Media Practices by Product Companies
Sahil Parikh Nitin Jain Sahil Khan
Moderated By: Lavin Mirchandani
Introduction
•Founder of DeskAway, Author of The SaaS Edge
• DeskAway: project collaboration & track service
• SaaS/ Cloud
• Target Market – Teams
Introduction
• Young Brand with 15 outlets across 4 cities .
• Serving Super Premium Grade Ice creams.
• Helping Customers make their own ice creams using Cold Stone.
•Building an Experience around Ice Creams.
Introduction
Key Objectives
• Pushy sales and Marketing – No! No!
• Create Awareness or Lead Generation
• Conversations in a virtual world
• Aligning with people with like-minded interests
• News wire
Key Objectives
•To increase brand visibility
•To increase brand encounter
•To engage current and new fan base
•This was done through good creative’s and a healthy social media strategy
Key Objectives
STRATEGICALLY SPEAKING
Emerging Social Media Practices by Product Companies
Strategy
• Do you have a strategy when you go to a social eventor a party (unless you want to ‘pick up’ a chick ?)
• Just open up conversations and see where they go
Strategy
• What your story?
• Aligning what you do and wish to achieve with the operations within?
• Stakeholders?
GETTING TACTICAL
Emerging Social Media Practices by Product Companies
Tactics: Tools and Platforms
• Twitter (coupons, helpdesk, tweet about workproductivity, email overload, success stories etc.
• Blog
• Google analytics and UTM, Hootsuite
Tactics: Awareness
Tactics: Product Launches
Tactics: Feedback + Candid
Tactics: Inside Scoop
Tactics: Slurrp
Campaign Creative’s
WORKED/DID NOT
Emerging Social Media Practices by Product Companies
What worked and what hasn’t?
• Facebook hasn't worked as a conversion medium. • Twitter has given us 5-7% of our total traffic in the last 2 years. 9-12% converted.
• Last 2 years 50% of our traffic has come from blogs/referring site.
What worked and what hasn’t?• A lot of competitions and contests were run on a daily basis on Facebook, where we gave out daily free vouchers for ice cream creations
• On twitter we were trying to woo our fans with cool Ice cream facts and discount coupons
• YouTube was employed to showcase the innovative juggling concept, the way we serve ice creams
• There was no specific one centralized strategy which could encapsulate the activities, but a mix of lot of innovative content combined with cool creative’s fetched us the engagement
What worked and what hasn’t?
Metrics
Emerging Social Media Practices by Product Companies
Key Metrics
• Measure clicks on Hootsuite, followers, engagement
• Seeing an increase in direct traffic
• The buzz grows overtime
Return on Influence
•500 DAILY NEW LIKES• 50,000 DAILY POST VIEWS • 28,000 MONTHLY ACTIVE USERS
http://www.facebook.com/Hokeypokey
•300 Active Followers https://twitter.com/hokeypokeyindia
Measuring Success: HOW & WHAT
• What should we look at- the important parameters?
• What is I in ROI: Investment /Influence / …?
• Is SM a channel to sell? How effective when offline?
• LBS worked for footfalls? Coupon redemption?
CURRENT STATUS/WHAT NEXT?
Emerging Social Media Practices by Product Companies
Current status
• Going to stick with Twitter. Easy to update via the phone and doesn’t require much time.
• Social Media is just a small part of your overall marketing strategy.
• ROI is hard to measure. Don’t sweat it.
What We Earned•Brand visibility and awareness•A deep relationship with consumers •New Product development and feedback •People got to know where exactly the outlets are located by asking on facebook, twitter•High Brand encounter •High Brand affinity
What We Earned
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