case study social media
Post on 13-Sep-2014
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Inspired: Dale Carnegie, 1936
Be genuine SmileRemember
nameBe a good
listenerThink about their interest
Make them feel
importantBe sincere
HOW TO WIN FRIENDS & INFLUENCE PEOPLE
1930
HOW TO WIN FRIENDS & INFLUENCE PEOPLE
ENGAGE APPROACHABLE CONNECT LISTEN ADD VALUE AUTHENTIC
Social media world
2010
The way we make friends & influence people HASN’T CHANGED…
The place where we make friends & influence people HAS CHANGED…
Honesty Openness Engaging Interesting Relevant Listening
WHAT ARE CONVERSATION DESIRED TRAIT ?
1 2 3 4 5 6
Is social media conversations happening online?
YES . It is frictionless conversation in a connected online environment
Visibility Engagement AwarenessBrand
PromotionSales,Leads
“You are there only if they can find you”
“Provide information to engage people ongoingly”
“Generate awareness of your products or services”
“Build Trust & Credibility with potential customer”
“Develop capability for people to contact you online.”
UNDERSTANDING SOCIAL MEDIA MARKETING
microsite Social Networking
Sites
Engaged Customer
Engaged Prospect
1
2
Banner Ads
1
2Paid Ads at SNS
Paid Ads at Content Sites, Portals, Forum etc.
Application, Community
Personal Networks3
SEO
ORM
WHAT CAN YOU ACHIEVE FROM SMM?
Ongoing engagement
Online Presence
Brand Building
ORMLead
GenerationSales
HOW CAN YOU EXECUTE SMM?
Community development for brand promotion
and sales
Content Proliferation
across the Internet
Presence & participation at
top forums, blogs
Moderation & reputation
management
Viral Campaigns for reach and engagement
1 2 3 4 5
Dell Inc.
Dell Inc. is a multinational information technology corporation that develops, sells andsupports personal computers and other computer-related products. Today every Fortune 100company does business with Dell. The company sells personal computers, servers, datastorage devices, network switches, software, and computer peripherals. Dell also sells HDTVs,cameras, printers, MP3 players and other electronics built by other manufacturers
Jeff Jarvis
In July of 2005 Jeff Jarvis of Buzz Machine bought a lemon from Dell. He paid a premium for afour year in-home service plan. Jarvis, when started facing problems with the Dell computer,contacted Dell engineers to fix his computer. On repeated request when they refused to cometo his house and fix his computer, Jarvis got angry and started complaining about it and beganblogging. The other unhappy customers of Dell also joined Jarvis on the blogosphere. Thisgroup of bloggers engaged in open warfare against Dell. Jarvis' widely circulated criticism hadtriggered hundreds of bloggers to publicly complain about service they've received from Dell'stechnical support.
Michael Dell
The blogosphere exposed a customer service problem that had been there all along. Theproblem was not about Jarvis blogging. The problem was that Dell just didn’t care about itscustomers. The impact of the collective blogging was enormous. The blog Dell-Hell by Jarvissingle handedly brought down Dell. He hurt their stock price. He hurt their reputation. Thedamage was so severe that Michael Dell returned to run the company after three years. Dellfocused on improving customer service quality; Dell started engaging with the bloggers andsocial media experts; and it came close to the customer and engaged them in the productdevelopment process.
Campaign – IdeaStorm and StudioDell
To manage the fiasco, Dell started to address the core issues by investing an additional $150million in their customer service operations. In 2006, Dell launched an official customerservices blog. In February 2007 Dell launched IdeaStorm and StudioDell. IdeaStorm allows Dellusers to feedback valuable insights about the company and its products and vote for thosethey find most relevant. StudioDell is a place where Dell users could share videos about Dell-related topics.
Dell’s social media engagement
The idea of social media networking was to address the core issue and engage the customerrather than managing the customers. The seriousness of Dell’s social media engagement isreflected in the chief blogger, Lionel Menchaca, statement when he says “I agree with whatJarvis had to say: instead of trying to control information that was made public, we shouldhave simply corrected anything that was inaccurate. We didn't do that, and now we're payingfor it.”
Dell’s social media engagement
The engaged customer throughout the social media world are the leading voice of computermanufacturers in social media environments. Dell has exceptional social media presence. Atthe nadir of the social media curve 49 percent of blog posts were negative, today it has comedown close to 22 percent. Direct2Dell currently ranked about 700 on Technorati, among thehighest corporate blogs; it gets more than 5 million unique views per month. IdeaStorm isdoing good and over 7000 ideas have been submitted. Studio Dell gets more than 200,000views per month. These figures will keep changing and if Dell is engaged with its customer itcan only go better.
Dell Earth
Dell’s social media engagement
Today, the Dell community has become more engaged and strong. It became customer friendlyto the extent that it started owning their mistakes. Once they also put one of its explodedlaptops on its blog to admit, yes, there is a problem and it caused by the battery manufacturer.What can be better result than the impact? Moreover, the company has done a lot to turn itsbrand around, and it is working.
Alto-Star
A small piece of information for all those who still don’t know, A-Star means Alto-Star. SuzukiA-Star is the next generation Suzuki Alto. It is also known as the Suzuki Celerio or Nissan Pixo.December 2008, A-Star was launched in India by the Indo-Japanese auto maker Maruti Suzuki.In India, the car has been in the news since the time it was on the concept stands at AutoShows mostly for the Indian connection in its design cues, and fuel efficiency.
Alto-Star
Maruti Suzuki A-Star features a sporty-designer looks. It is equipped with state-of-the-arttechnology that promises to deliver a wonderful driving experience. A Star houses a brandnew KB series 998 cc engine under its hood that delivers 67 PS @ 6200 rpm and anexceptionally good torque of 90 Nm @ 3500 rpms. If the technologic specification is notenough the car promises to be the most fuel-efficient car in its category with an exceptionalmileage of 20 kmpl.
Alto-Star
The A-Star is positioned as ideal car for the ambitious, daring and dynamic youngsters. This is acar for the young individual who fall under the age bracket of 25-35 years. The car is a perfectmatch for the youth of India who wanted something new, a trend setter, a potent, and afuturistic car which claims to thrill and the feeling of being successful and invincible.
The car which was designed for the net generation had a killer online campaign. The launch ofthe car preceded by an active online campaign which created buzz and arouse interest in theproduct. The campaign was divided into two phase – pre launch and post launch.
Alto-Star
The objective of the pre-launch phase was to act like a teaser campaign to create buzz withinthe core TG and to attract them for repeated visits up till the actual launch. The primary aim ofthe campaign was to connect with the identified TG of the A-Star – male group ranging from25 – 35 years of age.
Campaign
The pre-launch site holstered 2 animated virals which caught the pulse of web browsers withits humour & style. The virals were infused with witty themes, funny lines and funnier visuals.The virals took digs at classic Bollywood through the times starting from Sholay to current hits.We can still watch tem at you tube. The other viral had star kids in focus each resembling theirrespective celeb-father.
The pre launch website was designed for the engagement with focus on stickiness. Theprelaunch site had a grungy design , a fun stress buster game, and it also ran a ‘Stop@Nothing’contest. The creative them ‘Stop@Nothing’ is a regular feature at the site . Maruti continuedwith the them after launch of the product and even today they use the them to run variousother campaign.
Source: twitter.com/suzukiastar, marutisuzukiastar.com
Engagement property - You tube Engagement property - Twitter
Campaign
The objective of the post-launch phase was to create an online brand identity for the A-Star,attract the TG, provide information, and other value added elements. The post launchcampaign was more of the brand association campaign. The beginning of the post launchsocial media campaign was dramatically coincided with the website transforming into thenew features. The post launch website retained the grungy look and feel with a catchy trackplaying in the background. As the product was unveiled the post launch website carries all thenecessary info about the A-Star, the technological prowess that went into its making and aremarkable inside-out showcase of the car. The new website was more informative and alsocontained other useful tools like the dealer locator and an option to book a test drive.
Campaign
Engagement property - ‘Stop@Nothing’
The contest - ‘Stop@Nothing’ was declared open which urged users to submit entries thatstated how they ‘Stop @ Nothing’. It was a campaign designed to attitude shared with themuch awaited Star!
The winners of the campign - ‘Stop@Nothing’ were presented with sporty Tissot watches andthe pre launch phase came to an end. The end of the prelaunch campign - ‘Stop@Nothing’ wasnot her end of the them. The post launch website also has a fun zone aptly named the ‘Stop @Nothing Zone’. This zone includes interesting games, a photo gallery and the post launchcontest which waved the grand prize of meeting with the latest sensation in the Indian movieindustry, Mr. Farhan Akthar. In recent times it campaign rockin party is just a click away .
Engagement property - Facebook Engagement property - Stop@Nothing’
Sunsilk
Sunsilk is a hair care brand, primarily aimed at women. It is produced by the Unilever group.Sunsilk shampoos, conditioners and other hair care products are sold in 69 countriesworldwide.
Sunsilk – Gang of Girls
In 2002 Sunsilk sponsored the Miss India pageant and decided to establish an online presencefor the endeavor. The success of this activity spawned the idea of developing a portal foryoung girls and soon thereafter the Sunsilk Naturals digital initiative Sunsilknaturals.com cameinto being.
The Sunsilknaturals.com had 100,000 registered users and it offered hair suggestions and hadan active message board where members took discussions beyond hair care. The initialresponse and success of the Sunsilknaturals.com strengthened the idea of launching acommunity led website for the girls.
Source: bcwebwise
Engagement property
July 2006, FMCG giant HUL launched Sunsilk Gang of Girls, an online social networking websitebuilt around its leading beauty shampoo brand, Sunsilk. It got great response on the launchand in just 36 days managed to attract 100,000 members. The content on the site goes beyondhair care and styling information to blogs, job offers, games, contests, music loungs, forumsetc. It also has a makeover machine in which the members could upload their photographsand get an online makeover by trying out new hairdos, eye shades, lip-color, etc. Moreover,Gang of Girls has various tools and activities which are designed to enable the target group tohave fun, and provide a sense of emotional bonding.
Source: bcwebwise,
Online promotion meets offline activities
Gang of Girls was launched with a media blitz in broadcast, print, outdoor and online media. Italso made extensive use of public relations to promote the site. To increase awareness of thesite HUL conducted mall activation programs and participated in college youth festivals.
Source: bcwebwise, andhranews.net
Engagement property
In November 2006, it was reported that the site had generated 200 million hits and got on anaverage 12 million to 13 million page views per month.
In March 2007, HUL launched the Gang of Girls TV where members could upload their videosand share them with the other members. By March 2007, the number of registered membershad crossed the half million mark, with about 30,000 gangs. The other interactive features likeMakeover Machine, the Sunsilk Buddy, the Life Can’t Wait, Rhythm Lounge helped engage theGang of Girls.
Sunsilk – just a beginning
The word-of-mouth advocacy generated by such efforts would go a long way in building abrand. Moreover, in the form of the Gang of Girls, HUL offered a platform where the targetgroup could engage without the constraints of time and location. The success of Sunsilk Gangof Girls, over the years, has given way to the launch of Gang of Girls websites for each of anumber of countries in South and South-East Asia.
Source: indonesia.gangofgirls.com
Engagement property
Zappos.com is an online shoe and clothing shop, based in Henderson, Nevada, USA. Since itsfounding in 1999, Zappos has grown to be the biggest online shoe store. In November 2009,Amazon.com bought Zappos for $1.2 billion.
Zappos used loyalty and relationship marketing as a business model for the success. Theprimary sources of the company's rapid growth have been repeat customers and numerousword of mouth recommendations. Zappos has a stated goal to offer "best service in theindustry." It promoted benefits like free shipping both-ways, 365-day return policy, and 24X7call center
A customer centric company
Zappos.com is a company known for their customer service and use of social media as a toolto communicate with customers. It is important to note that customer services is the numberone priority of the company, sales is not. Zappos wants the customer, to have an outstandingshopping experience every time they do business with them. It is a customer centric companyand all its customer and prospects are highly engaged and involved. The company's culturefocused on making sure every interaction with the customer results in them saying, “That wasthe best customer service I have ever had.”
Engagement property
Zappos uses various customer interaction channels including telephone, email, Twitter, blogs,streaming video, Facebook, YouTube and others. The most remarkable of all the social mediaefforts of Zappos as the company is, Twitter. Zappos has a dedicated page for Twitter on itssite that's linked to from every other page on the site with the words – “what are Zapposemployees doing right now?” There's also an employee leader board that shows who's onTwitter and how many followers they have.
Zappos has worked uncompromisingly at bringing humanization to what can be an extremelycold online experience. It has infused life into online marketing. The success of Zapposdepends on two elements viz., service and culture. The employees of zappos believe that theirculture is unique as it offers the company a competitive advantage and they use social mediato project their unique culture to the world.
All the employees of Zappos have a Twitter account dedicated to service issues. They uncoverservice opportunities, initiate response, amplify praise, and reinforce service reputation.Zappos also manages its culture over social media. At Zappos, all employees have Twitteraccounts and the new hire is consistent with this culture of service. At Zappos most of theirsocial media initiatives are about exposing the people, who through their actions reinforce thecompany’s competitive advantage. The honest and transparent approach makes the companyreal.
Best Customer Service
The CEO of Zappos leads by example, he communicates about his passions. He is honest andtransparent. He has personally invested in Social Media. Zappos as a company measures thesocial media return on the parameters of culture and service. They don’t calculate it’s ROI onsales as they don’t consider it a traditional marketing channel.
Zappos is clearly the new generation company which is forging a new era of business. They arejust not selling products but they are engaging customer They are making personal andemotional connections. We must understand that Zappos doesn’t sell product with the help ofTwittering and blogging. They just engage and measure the reaction over the social network.The company really builds relationships with customers with the help of telephone calls andthe email conversations.
