basics life facebook marketing case study - faheem ahmed
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Case Study on Basics Life’s Facebook
marketing
Presented ByFaheem AhmedFounder & CEO, BYT Social@faheems
Facebook Stats for India
Number of users on Facebook in India: over 13 millionNumber of male users on Facebook in India: 9 million
Number of female users on Facebook in India: 4 million78% of them in 18-34 age group
50% of Facebook users have income over 2 lacs / paHalf of the users are above 24 years of age.
63% users are graduates & above. Has overtaken Orkut in India
Facebook penetration in India
Facebook growth in India
Background - Basics Life & BYT
Basics Life is a 20 year old fashion company with 3 brands Basics 029, Genesis & Probase. Basics 029 is a casual wear brand, Genesis is a formal wear brand popular with
young professionals & Probase is a youth brand which is easy on the pockets.
BYT is a digital agency with expertise in social applications development, Social media
marketing, online advertising & web applications
With growing dominance of Facebook, initial skepticism and a small marketing budget the
choice was clear to engage on Facebook first.
Connect with brand loyalists Brand AdvocacyCommunicationCrowdsourcing
Customer service issues & support – CRM Tool
Strategy
Execution•As with any fan page, we invited friends & family and saw a viral effect with plenty of
friends of friends becoming fans.•We decided early on, not to engage in non-brand conversation. Research was clear that people are on brands’ pages for product info, offers, contests, etc. & not for “Friendship”
•BYT suggested a Facebook contest application which will help spread brand awareness through
questions about the brand. •Product updates & conversations around the
brand.
Execution
•Viral Campaigns like Write a Slogan (offline & online)
•Find the Colombo store contest
•Model Hunt for Fashion Show
•Brand awareness quiz (weekly) Close to 4000 people have used this app till date.
Campaigns
Find Colombo StoreSlogan contest
Find Colombo StoreChetan Bhagat’s 5 Point Someone
Find Colombo StorePromotions with Stars
Did promos along with Galatta Cinema & south Indian stars like Simbu, Arya, Bharat & others
Find Colombo StoreFind Colombo store
Model hunt
Demographics
UserbaseQuick Facts
•21,500+ fans•94% of Fans are Male
•91% are between 13-34•Top cities are Delhi, Mumbai, Chennai,
Hyderabad, Bangalore, etc•15k in India and 4.5k in Sri Lanka
•Over 75% of the traffic to online store is from Facebook. No SEO done as yet
UserbaseMeasuring success
•Fans raving about the brand on the page•Bloggers picking up the story
•Afaqs! Reporter, India’s leading magazine for advertising, media & marketing picked us to be part of
their cover story. Small Brands on Facebook – Kapil Ohri.
•Kapil says “After visiting more than 75 Facebook brand pages of Indian Brands - various small brands are utilising their Facebook presence more effectively and intelligently than many big brands. Despite their size and marketing muscle, many big brands fall behind
when it comes to ‘number of fans’ and ‘interactivity’ on their Facebook brand pages”
http://bit.ly/BYTafaqs
UserbaseWhat did we learn?• With increasing number of fans outside of
service areas we had to start an online store
• Growth cannot be achieved only through viral campaigns.
• Learnt the power of social advertising to increase fan base
• What we believed will do well does not resonate with fans always. Be ready to
accept that.
UserbaseHow did we do it?• Co – management. Social media cannot be
completely outsourced.• Social advertising. No Money No Honey!
• Committed effort on a daily basis• Listen, adapt & adopt what fans have to
say• Engaging apps
• Viral campaigns• Tell a story through - Great visuals, videos,
articles, etc
UserbaseThank You
Faheem AhmedFounder & CEO, BYT Social-----------------------------------------------------------------email – faheem@BYTindia.comfacebook – facebook.com/BYTsocial twitter – faheems
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