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
218K followers
181K followers
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