8. What we will cover:
1. Social Media Strategy 101
2. Some Youth Market Insights
3. Brands and Youth Markets
4. Case Study
9. Social Media Strategy 101 (slide 1/2)
WHAT is Social Media?
•The Online Technologies and Practices..
•That People Use…
•To
•Share Opinions, Insights, Experiences and Perspectives
So where do BRANDS come in here?? What Opportunities do Brands have?
•Listening
•Talking
•Engaging
•Evangelizing
•Adopting
10. Social Media Strategy 101 (slide 2/2)
And so the Strategy? Back to the 4 P’s
•People
•Authors
•Critics
•Collectors or Curators
•Joiners
•Consumers
•Inactive
•Purpose
•Plan
•Process
24. The Youth Market, then..
•EVERYONE wants a slice..
•Wanting is NOT the same as Doing!
•Still use Old Wine in New Bottle
•Traditional Media
•New Media but old ways!
25. What’s youth more likely to be doing?
And yet, where does the marketing money go??
26. •Well thought out strategy
It’s not about carpet
• Measurable, clear objective
bombing anymore…
driven
Using Social Media then..
27. The way that the youth take
Purchase Decisions
has changed
28. Get into the youth’s buying
decision journey
i. Awareness / Consideration
ii. Evaluate – critical touch point
iii. Buy – Point of Sale Issues
iv. The Loyalty Loop - Advocacy
30. •Most budgets allocated to creative
and media buy
•Allocations are usually about
platform choices (radio / TV / Print),
with digital getting loose change
•This doesn’t work – for youth
markets at least
•Also need budgets for “non-work”
areas like creating, managing and
monitoring owned and earned media
32. The Channel [v] Challenge
What Was Involved?
i. Target Group: college students from all across the country (core TG for [v] anyway)
ii. Event: India’s largest inter collegiate event, Indiafest, in Goa
iii. Reach as large a number as possible, in as short a time as possible, at as low a cost as possible
** as always, the marketing wish list
33. Used Our Learning in Social Media
What works, what doesn’t? A very simple idea..
1. As a brand, don’t try to create Farmvilles
– keep it simple
2. Causes that get large scale participation
are not about ‘changing the world’, but
about simpler issues in life
3. Passion drives viral engagement
4. Arm chair activism works
5. Impulsive participation is good
6. Easy way to recruit more
7. In doing all this, stay close to your core
TG and to your core focus area
34. What was involved?
1. Application ran on [v]’sFacebook page
2. On the Facebook page, there was a Pre-like lure, and Post-like revelation
(fan build strategy)
3. The Display Picture of the [v] Facebook page promoted the activity
4. The simple 3-step participation was highlighted
5. Simply go and ‘like’ your college; if you don’t find your college, add it,
and then ‘like’ it
6. One could vote for more than one college
7. On the mini-page for each college, one could see names and photos of
all those who had voted for that college
8. A Leaderboard was shown prominently; if your college was not there,
you could work on it!
9. An ‘invite friends’ link also beckoned
10. Sabse Liked College was promoted on various college forums and groups
11. Regular posts happened from [v] FB page
36. Results of Sabse Liked College
i. Ran from Dec 12, 2010 to Jan 31, 2011
ii. [v] fan base on Dec 12: 343,185
iii. [v] fan base on Jan 31: 648,079
iv. Growth of 89% in just 50 days!!!
37. THANK YOU
Sanjay Mehta
Joint CEO, Social Wavelength
smehta@socialwavelength.com +91-98200-40918 @sm63
Since I see a lot of students in the audience, I must add this…
WE ARE HIRING! If you are interested to work on Facebook and Twitter all day
long , then write to jobs@socialwavelength.com.