social media case study - wipro e.go using social media to engage and establish thought leadership
DESCRIPTION
A case study that illustrates how a technology brand like Wipro e.go used social media to build stronger engagement with its consumers and to establish thought leadership amongst online technology enthusiasts.TRANSCRIPT
Case Study for Wipro e.go
Objectives
What we did
Stage I
Reviving Presence
Announcing Come-back
Low Credibility and Dormancy– Initial challenges
Customizations for e.go
Twitter Page
Customizations for e.goYouTube channel
Stage II
AwarenessMaking people know we exist
Using Cyrus videos to create buzz
Uploaded 1 Cyrus video per day.Sensational titles worked and some popular videos generated an
average of 208 views/video.
Cyrus Videos uploaded on 13 Video Sharing sites along with Facebook and Twitter
Stage III
EngagementEncouraging audience to contribute in response to posts
Rapid Fire Contest
Rapid Fire Contest got us 82 new fans in a week and 398 responses on 21 posts.
Other Text based contests
Contest on Useful Keyboard Shortcuts
Such contests got us 70 responses over 6 posts.
One Marathon task you’d like your laptop to do for you
One word answer contests on Twitter
We got about 24 responses to our one word answer contests on Twitter
#funonego on Twitter
Endeavour to project Wipro e.go as a thought leader
7 retweets received
Fun tweets put under a hash tag called #funonego to increase engagement and visibility
Image based interaction
Photo Albums fetched us 55 responses over 4 albums.
Fans talking the language we talk
Interacting through Cartoons
We reached a stage when fans posted cartoons before we did!
Cartoon-of-the-day fetched us 220 responses over 27 posts
Uploading 1 computer based cartoon per day
Photo Tagging
Photo Tagging done to gauge fans’ liking towards various models of e.go.Result= 54 responses on this photo album
Election of the new Profile picture by asking fans to tag themselves on their favorite e.go
picture
Bollywood e.go Contest
Used the hype around Bollywood celebs to enhance engagement. This fetched us 183 responses out of 8 posts
DIY tips and photos on Twitter
Uploading pictures of cool laptop bags.
Retweet by a follower
Introducing the Tablet PC
Introduced fans to the latest addition to the e.go family- Tablet PC
Test for engagementChecked if the popularity of the video depends on it’s title
being sensational by re-uploading it with a new title
Plausible reason for Cyrus videos not working– Content not engaging enough to generate any responses.
Cyrus videos that got no response earlier fetched us 14 responses on 1 post this time due to increased interaction on FB fan page..Another step ahead in
enhancing engagement
Raising levels of engagementPolls
Got us 279 new fans in 2 weeks and 32 responses over 1 post.
Interesting Fan posts
Rapid rise in interactions
Registered a 5x increase in no of interactions per post over 2 months
Increase in total interactions
The no. of comments overtook the no. of likes indicating an increase in involvement of the fans
Increase in fans
Registered a 107% increase in the no. of fans since March 12,2010
Stage IV
ParticipationParticipating in conversations online
Recommending Wipro e.go
Participation in Trending Hash Tags
As a result of posting useful tech information, we have a new list following
e.gobywipro
Growth on Twitter
No. of followers on June 10th ,2010= 23134 new followers since March 12,2010
Average Response/Tweet= 1.42
Establishing thought leadership
We made an attempt at solving computer related queries on Q&A sites to promote Wipro e.go as a thought leader.
Q & A sites
Their Question
Our Suggestion
Total no. of questions answered= 603 answers selected as Best Answers
Best Answers on Q & A sites
Conversation threads initiated to gauge what brands people were talking about in the laptop
space
Initiating Conversations Tech Related Discussion Forum
Some Recommendations by the members
Thank you