efluencr introduction 4-sep-2015

WE COMPLETE SOCIAL!Leveraging the COLLECTIVE POWER of your Brand Evangelists to

increase your Share of Voice (SOV) BEYOND all competition

WHY ARE WE HERE?

• 8 years of social media (YES! We were doing social media before it was called social media) has shown us exactly what is right & wrong about social media today. And we have put that expertise to bridge gaps for the brand in the form of innovative products.

• We are one of the most reputed & premium social media agencies in India, with an enviable clientele, rocking team and solid financials.

How to derive/define ROI from social

How to convert their customers into

evangelists

How to increase their share of

voice in the online world

ROI ABSENT FROM ANOTHER MARKETING MEETING!

THE MARKETING SAGA

• Brands and businesses have thrived on digital, but they continue to struggle on the following:

More than Brand they care about goodies &

free vouchers

They will engage with content that is highly unique & entertaining

They have the liberty to engage with any & every

Brand

Converting them into Brand loyalists is one hell

of a task

CUSTOMERS AS EVANGELISTS?

Brands do variety of activities in the offline world to connect and

engage with their employees

But the power to enable and translate all such

initiatives in the digital world makes all the

difference

THE HR SAGA

SOCIAL AS CHAUPAL/UNDERSTANDING THE BASICS• Social works on the module of referral system and the best person to make those referrals is

none other than the one associated with the brand

• Employees, channel partners, distributors, friends and family etc

• They don’t do anything in the online world currently because they are:

Clueless Doubtful Lack Time

REFINEBrand publishes only relevant messages. FB posts TweetsBrand NewsBlogs / forumsAcross the Internet

CONNECTWith Brand Evangelist EmployeesDistributorsChannel PartnersFranchisesFriends & Family

PROPAGATEPromote Brand message in their social networks FacebookTwitterLinkedInGoogle PlusCommentingWhatsapp (mobile)

THAT IS WHERE EFLUENCR COMES IN!

• An advocacy platform that connects the brand ambassadors and helps them promote the brand with a simple click

WHY SHOULD YOU CARE?

+ Helps you measure by evangelist

+ Provides cross-platform integration

Ambassadors are empowered enough to represent the brand in the truest of form

+ Helps you differentiate between internal and external audience

+ Find which FB fan did what activity on the page

Provides WhatsApp integration

+ +

+ Make it idiot-proof – just a 5 min job

+ No more struggling for few comments, promote true evangelism

Develop a CDRC (Centralized Disaster Response Center)

+ Tell your evangelists exactly what to promote

+ Increase your SOV (Share Of Voice) v/s guerrilla commenting

Reduce dependence on FB Ads / media buying

+ +

EFLUENCR HELPS YOU DO THE FOLLOWING

FINAL THOUGHTS

+ Helps you measure ROI and analyse social success

+ Makes them measurable and makes sharing extremely easy

+ Not replacement but the final wheel in the cog

+ Helps you integrate internal and external audiences

EFLUENCR ADVANTAGE: SAVES $$$s ALONG WITH BEING EFFICIENT• Usual CPM for non-evangelists – Rs. 300 (30 paisa per impression)

• CPM for evangelists – Rs 800 - 1000 (80 paisa to Rs. 1 per impression)

• Average post share visibility for profiles on FB – 200 (50% of connections)

• Average impression value per FB post share – Rs 160 – Rs 200

• Efluencr per post share costs: Nearly 20% of impression value

A SNEAK-PEAK AT THE PLATFORM

DASHBOARD – FOR BRAND HEAD/MANAGERS/ADMIN

THE DASHBOARD – FOR THE USERS

CROSS PLATFORM ADVOCACY WITH JUST A CLICK

EASY ADMIN CONTROLS & EFFICIENT REPORTING DOC

MOBILE APP LITERALLY MAKES IT AS EASY AS 1..2..3

TARGET MARKET

Works great where you already have some people who are rewarded because of your brand name and have an interest in promoting you…

Build brand salience: Profits for all

Every franchise has employees

Brand has its employees

People have an interest in your branding

FRANCHISE BASED BRAND

People involved in the supply chain

Employees of the brand

Employees of the

distributorsPromotion for Brand: Profits for all

RETAIL BRAND

Needs thought leadership

Increased SOV:Profits for all

People centric

B2B SERVICES ORIENTED BRAND

Students will promote the institute for better placement

Alumnus for lifelong association

Faculty, staff & employees for personal branding &

association

STUDENTS

OTHERS

STAFF

Authentic branding, positive word of mouth: Profits for all

WHAT YOU GET

AN EDUCATIONAL INSTITUTE

Each store & mall have large base outside: Distributors, sales partners etc

200 employees for the mall

5 employees per store

Increased promotion for mall: Profits for all

A MALL WITH 200 STORES

Works great where you already have a dedicated number of followers, who support you all the time…

Large set of supporters, volunteers & party workersLow education level but dedicatedChanging people perception: Profits for all

A POLITICAL PARTY

SMB expansion after product gains traction with large brands

Small set of employees - love playing evangelistZero marketing budget

Making it easy: Profits for all

SCALABLE FUTURE – SMB

CHARTING THE SUCCESS STORY

THE ADVOCACY PLATFORM ACROSS VARIOUS DOMAINS• State Election Campaign

• School Reunion

• University

• State Youth Movement - YAD

SUCCESS STORY – FOR ELECTION CAMPAIGN

5X SOV – 20K

interventions in 6 weeks

9 demos over 4 days in different

cities

270+ active users from

the 850 registered

users

850 party workers with

low education

level turned into super evangelists

WHAT DOES IT MEAN? – CALCULATING THE SOCIAL ROI• A total of 13k interventions on FB

• An individual has on an average 400 friends on FB with 50% reach* (*200 friends)

• Therefore, the potential sharing comes out to be 26 lacs

103 interventions in a week

1 training session that included the demo, app download

and creation of the

accounts

A total of 637

registered users

Alumnus turned into

super evangelists

SUCCESS STORY – SCHOOL REUNION

WHAT DOES IT MEAN? – CALCULATING THE SOCIAL ROI• Every alumni has connected friends on FB from his school days

• A single share does the job of tapping on that circle. Now imagine a 500+ army sharing the posts – serves as a constant reminder and also translates into actual footfall

• Last alumni meet saw a footfall of 600. The target this year was 1000. We overachieved the target

527 interventions

till date

6 training sessions

over 2 days for various

courses

A total of 599

registered users

From complaining to being the evangelist –

making students & professors

the perception

pillars

SUCCESS STORY – UNIVERSITY

WHAT DOES IT MEAN? – CALCULATING THE SOCIAL ROI• 90%+ student join a university only if they know an existing student, alumni or faculty

there

• Creating them into brand ambassadors ensures great branding

• Every existing student, faculty, alumni now becomes a point of sourcing potential students

2422 intervention

s till date

9 demos over 4 days in different

cities

A total of 755

registered users

Party workers/

volunteers turned into

super evangelists

SUCCESS STORY – STATE YOUTH MOVEMENT

WHAT DOES IT MEAN? – CALCULATING THE SOCIAL ROI• Party workers, supporters and volunteers are key influencers in the community they

live in

• They already do a lot of activities in the offline world to support the party, the platform helps them replicate the same online

• Getting them active and talking about party initiatives ensures long term branding for the party

• Doing it 18 months before the elections can have a substantial impact on voters and election results

THANK YOU