Effectiveness of Social media in Financial

Services….

Going Social

Social Media - Current scenario

The Company The Campaign The Impact

Castrol Power 1 in collaboration with xBhp*

“Biker of the year 2013”. they hosted a facebook app called “Castrol Bikers Page”. They also engaged #(hashtags) tags like “#WhyBikeBeatsCars” and “#IamBikerBecause”

• More than 4000 Tweets in the first week of launch.

• It increased xBhp’s follower base.

Lenovo India** “ThinkPad Challenge”. Hosted on a microsite powered by facebook login. Contestants needed to complete 5 different levels of challenges and get chances to win merchandise from lenovo.

• 176% growth in facebook page.

• 126% Return on investment(R.O.I) based on gross profit.

• 56 plays per person on an average.

• 32000 plays in 24 hours.

Source :- * www.socialsamosa.com ** www.lighthouseinsights.in

The Company The Campaign The Impact

Dove* “Dove Campaign for Real Beauty”. They produced a short video on youtube. Criminal sketch artist was also hired.

• The video become viral.• More than 15 million

people downloaded the video within a week.

• 6,60,000 shres on facebook during first 10 days

• Inspired product such as “Dove Real Beauty” (guy version)

Cadbury** “Shubh Aarambh league”. They promoted on brands facebook page in addition to print and T.V. They used T-20 IPL tournament as a mean of promotion. They tried to grab attention “ T-20 ka shubh Aarambh”

• Facebook Share close to 90k .

• Had taken in brand identity beyond festivals to Great Indian Cricket Carnival.

Source :- * www.dove.us ** www.socialsamosa.com

The Company The Campaign The Impact

ITC Grand Chola, Luxury Hotel in Chennai .

They launched a facebook app called “Glimpse of Paradise” . Its was a photography contest where the best three photo winners will be invited to stay at The Grand Hotel. Image of the day has also started.

• There was creation of a personal bond with their guests.

• Through the responses in facebook, they were able to address guest’s concerns thereby making their processes stronger.

Source :- www.socialsamosa.com

ICICI Securities in the Social Space – the Current Scenario

• Present on facebook, twitter and youtube• Usage of animated characters.• Virtual stock trading game on facebook.

Competitive Scenario

Company name

Tweets for the month of oct.

Followers as on 25th Nov 2013

Facebook post for the month of oct.

Facebook page likes as on 25th Nov 2013

Motilal Oswal Securities Ltd. 189 6,802 5 14,162 Sharekhan Ltd. 498 11,930 40 20,295 Kotak Securities Ltd. 458 9,473 5 1,01,162 Indiabulls Securities Ltd. - - 12 5,767 Geojit BNP Paribas 30 1,179 27 1,21,686 ICICI Securities Limited - 159 - 610 ICICI Direct 133 2,071 19 1,22,842

Some points to ponder upon

• Diluted Branding - ICICI securities or ICICI direct ?• Perception Gap.• They do not have their facebook or twitter link on their

official ICICI Securities website.• Game- Good platform by ICICI Direct, But do people

know about it?

ICICI Direct THE PROPOSED PLAN

Calling onto our young investors….

Objectives

Financial Literacy.Raise awareness. Increase revenue.

Date of launch

25th December 2013

Target Audience Urbanites

Young people in the age group of 25-30years and also in the age group of 30-50 years

Channels

We are young.. We invest!We learn!!!

Implementation • Removal of unauthorised pages

You should specify the link of the unauthorized facebook page on your official facebook page for the benefit of customers.

Blogs & Forum: * Start blogging in the current site. * Blog on tax saving. * Make the blog interesting to read.

Active twitter Page: There should be a page on twitter updated frequently with :* Tax saving tips* Awareness of the game.* Famous quotes.

• The Game…* Connection of mobile app and facebook.* There will be an option of earning Rs1500 virtual money if

people sign in through facebook for the app.* There should be an option of earning virtual money when

a game request gets sent to a certain number of people via facebook.

• Viral videos: * Real Investors* Demo on the game

. * Success stories of famous investors

* Tax computation or tax saving

• Webinars & Live Chat: * Webinars can be held where people can interact with one another online and learn about the stock market.

• Buy an ad space in facebook:

* You should ensure high visibility of your page on facebook walls.

Measure the effectiveness

There should be a different portal for investor education and a separate website for the virtual game with a slogan saying “SAVING IS YOUR BIRTH RIGHT”

LINKEDIN :- Connect to HR officials through:Organizing seminars for investor educationSending 50 game requests an if they sign up, tax filing would be free.

Thank You All for you time and patience