efluencr introduction 4-sep-2015
TRANSCRIPT
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WE COMPLETE SOCIAL!Leveraging the COLLECTIVE POWER of your Brand Evangelists to
increase your Share of Voice (SOV) BEYOND all competition
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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.
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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:
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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?
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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
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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
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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
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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
+ +
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+ 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
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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
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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
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A SNEAK-PEAK AT THE PLATFORM
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DASHBOARD – FOR BRAND HEAD/MANAGERS/ADMIN
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THE DASHBOARD – FOR THE USERS
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CROSS PLATFORM ADVOCACY WITH JUST A CLICK
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EASY ADMIN CONTROLS & EFFICIENT REPORTING DOC
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MOBILE APP LITERALLY MAKES IT AS EASY AS 1..2..3
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TARGET MARKET
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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
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People involved in the supply chain
Employees of the brand
Employees of the
distributorsPromotion for Brand: Profits for all
RETAIL BRAND
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Needs thought leadership
Increased SOV:Profits for all
People centric
B2B SERVICES ORIENTED BRAND
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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
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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
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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
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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
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CHARTING THE SUCCESS STORY
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THE ADVOCACY PLATFORM ACROSS VARIOUS DOMAINS• State Election Campaign
• School Reunion
• University
• State Youth Movement - YAD
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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
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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
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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
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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
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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
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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
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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
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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
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THANK YOU