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Confidential Slide Social Media Marketing Strategy SiliconIndia Strategic Marketing Summit 2011 Vishal Chinchankar, - Head Digital Media function Reliance.

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Presentation on theme: "Confidential Slide Social Media Marketing Strategy SiliconIndia Strategic Marketing Summit 2011 Vishal Chinchankar, - Head Digital Media function Reliance."— Presentation transcript:

1 Confidential Slide Social Media Marketing Strategy SiliconIndia Strategic Marketing Summit 2011 Vishal Chinchankar, - Head Digital Media function Reliance Group

2 Confidential Slide Social Media Reach Can we really ignore this ?

3 Confidential Slide Facebook, YouTube, Twitter are the internet’s top 10 websites (Sources: http://www.alexa.com/topsites)

4 Confidential Slide Social Media has become as all-pervasive as Search Engines since Jan 2010 Dec 2010: Social Networking traffic exceeded Search Engine traffic March 2010: Facebook.com traffic equalled Google.com traffic (Sources: HitWise.com)

5 Confidential Slide People spend more time on Facebook than Yahoo or Google (Sources: Comscore, US Stats)

6 Confidential Slide 65% of Fortune 100 companies are using Twitter to improve customer experience (Sources: Edison Research, Apr 2010; Burson-Marsteller Study, Jan 2011)

7 Confidential Slide Social Networks have accrued massive $ Value Google is 14 years old, has a market cap of USD 196.14B and trades at ~USD 610/share # Facebook is 7 years old, valued at USD 52.33B* and trades at ~USD 44/share** on North American secondary market Twitter is ~4 yrs old, and was valued at USD 3.7B @ in a recent round of funding of USD 200mn (* Goldman Sachs, Digital Sky, Microsoft, are large investors) (** SharesPost, 23 Feb 2011; IPO expected 2013.) (# Source: Google Finance, 28 Feb 2011) (@ Source: Mashable, Dec 2011)Mashable

8 Confidential Slide Facebook is the largest social network in India 25 mn registered users > 25% of India’s Internet users 6 th largest country on FB 50% users over 25 yrs age Largely male Avg. user spent 2+ hours on FB in Jan’11, visited 182 pages (Sources: real-time stats by SocialBakers.com, 28 Feb’11; Comscore Jan’11)

9 Confidential Slide India’s Twitter user base is small, but growing fast and attracts the social elite Over 4 million registered users in India Users spent 12 mn minutes, viewed 14 mn pages Growth rate doubled in 2010 A top 20 country on Twitter by registered users B’lore, Mumbai, Delhi are top 50 twitter cities in the World Social Elite with smartphones, tablet PCs and notebook PCs tend to use Twitter more (Sources: Twitter.com, Comscore, Sysomos, TwitterGrader.com) Signups in India have increased nearly 100% since the beginning of 2010 due in part to politicians like Shashi Tharoor and Bollywood mega-stars Sharukh Khan, Priyanka Chopra and Abhishek Bachchan.Shashi TharoorSharukh KhanPriyanka Chopra Abhishek Bachchan Source: Twitter Official Blog (March, 2010)Twitter Official Blog Signups in India have increased nearly 100% since the beginning of 2010 due in part to politicians like Shashi Tharoor and Bollywood mega-stars Sharukh Khan, Priyanka Chopra and Abhishek Bachchan.Shashi TharoorSharukh KhanPriyanka Chopra Abhishek Bachchan Source: Twitter Official Blog (March, 2010)Twitter Official Blog

10 Confidential Slide OK, so looks like it’s important. Now, what do we do with it?

11 Confidential Slide The landscape of “Social” media / “Web 2.0” SOURCE: http://www.flickr.com/photos/trumpetca/2383941503/sizes/l/in/photostream/

12 Confidential Slide Social Media in the larger context of Media in general http://rossdawsonblog.com/weblog/archives/2006/06/the_future_of_m_1.html

13 Confidential Slide Social media in perspective: Online Media Matrix Source: Radar DDB, Toronto, http://www.slideshare.net/edlee/online-me Paid Media: Advertising –Rich media, AdWords, Email partnerships, Sponsored site takeovers Owned Media –Web sites, Corporate sites, brand sites, microsites, newsletters Earned media –electronic PR, editorial coverage on forums, Blogs, Social networks Shared media: Social “outposts” –Corporate twitter account, Facebook fanpage, YouTube channel etc…

14 Confidential Slide A strategic framework for harnessing Social media Source: Advanced Human Technologies Group, found at: http://rossdawsonblog.com/weblog/archives/2009/07/launch_of_socia.html

15 Confidential Slide Show me the money: The Social Media ROI Pyramid Source: http://www.web-strategist.com/blog/2010/12/13/framework-the-social-media-roi-pyramid/

16 Confidential Slide Case Study: Reliance Mutual Fund Using Facebook to build customer loyalty A small example of what we are doing at Reliance Group

17 Confidential Slide Educating the community On Mutual Fund fundamentals as well as personal finance concepts in general

18 Confidential Slide Connecting the brand with Wealth creation Through meaningful debate

19 Confidential Slide Providing customer support

20 Confidential Slide Adding to the sales funnel People with questions about our investment products are introduced to RMF’s network of Independent Financial Advisors

21 Confidential Slide Generating emotional connect Simply by Being Human

22 Confidential Slide Engaging Apps Offer tools that are Viral & Engaging

23 Confidential Slide Outcome: The No.1 MF Community built on Facebook Largest among all Mutual Fund pages on Facebook, with over 56,600 followers today

24 Confidential Slide International Examples

25 Confidential Slide PepsiCo’s Gatorade Social Media Mission Control

26 Confidential Slide Tracks tweets relevant to Gatorade Company is tracking terms relating to its brand, including competitors, as well as its athletes and sports nutrition-related topics. Source: MashableMashable

27 Confidential Slide Classifies blog conversation Trends, Sentiment Measures blog conversations across a variety of topics and shows how hot those conversations are across the blogosphere. Runs detailed sentiment analysis around key topics and product and campaign launches. Source: MashableMashable

28 Confidential Slide Dell SMLCC Source: Huffington PostHuffington Post

29 Confidential Slide Tracks 1 lac plus daily posts related to Dell in 11+languages

30 Confidential Slide Dell taught 5K+ employees how to engage online with customers

31 Confidential Slide Thank you

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