social media case study - wipro e.go using social media to engage and establish thought leadership

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