Apps

GamesSponsored events

Branded Content

Earlier Brands spoke to consumers

Now

Consumers speak to brands

Consumers speak to consumers

Social Media is almost like “The Opium”

that makes you forget the crushing isolation of

contemporary India

Political, broadcasting, sharing tool

Social in India: Network building, “pseudo-caring”,

emotionally potent pool

NEW AGE MEDIA OFFERS YOU COMPANIONSHIP WITHOUT THE

DEMANDS OF FRIENDSHIP

The shift from “family oriented government job”

to “migrant living in transactional global economy”

manifests most strongly in socialmedia

With a desire to “belong”…With the hope that ‘someone is listening’

A mythSocial Media flattens out

conventional networks of power and hierarchy.

Replicated RealityVS

ALTERNATE REALITY

“Information Curator’ as against information broadcaster

or creator

Escaping & Seeking cushion behind false identities

gives a sense of empowerment to share his enlightened opinion to

the world

More self aware relationship with technology. “Digital diet” as a concept will become popular – like everything

we need some restrain from excess.

SOME INTERESTING EXAMPLES

15

Gilt Groupe has an invite only website focusing on the high end of the retail spectrum

▪ Gilt Groupe is an online retailer based in the United States.

▪ Provides instant insider access to top designer labels, at up to 60% off on retail prices

▪ Stages online 'flash' sales, offering designer apparel and accessories, home goods and high-end travel destinations at discounted prices in a limited-time sale format

Context

▪ Announced the Gilt on the Go App for iPhone in 2009 and was one of the first to develop an iPadapp

▪ To introduce each brand, gives users a preview of upcoming sales, must-have pieces and featured designers

▪ Launched Guilt City, a new service that offers deals from local businesses and events

▪ 3 – 6 offers on Gilt City are e-mailed twice a week to consumers

Initiative

▪ Gilt Groupe has 3.5 millionmembers and its online hub, Gilt City, counts 1.8 million members across its network

▪ Has a client base in over 10 cities in the US with 92% of available goods sold

▪ “The company will bring in $500 million in revenue for the year ending in June “

- Kevin Ryan (CEO)

Impact

SOURCE: Press Release, Company Website

Case Example 1

16

▪ The Man Your Man Could Smell Like is a television advertising campaign created by ad agency Weiden and Kennedy for Old Spice to market shower gel

▪ The campaign consisted of three TV ads released over a period of time

Context

▪ Filmed short improvised scenesof Isaiah Mustafa, the NFL player starring in the ad, giving personal responses to users

▪ Uploaded over 200 video responses in two days on the Old Spice YouTube channel

▪ Created a dedicated Twitter page for real time feedback and communication with fans

Initiative

▪ The campaign had 2mn views and generated 1bn socialimpressions in the first two weeks

▪ Has over 35mn views on YouTube and ~150,000 followers on Twitter

▪ Old Spice's Youtube channel is the #1 subscribed and the #1 viewedsponsor channel

▪ Product sales in general shot up more than 170% since the debut of the campaign

Impact

SOURCE: Press Release, Company Website

Case Example 2Old Spice generated hype on YouTube with ‘The man your man could smell like campaign’

17

Foursquare incorporates gaming into location based social networking

▪ Uses mobile devices to let users interact with their environment

▪ Users check-in at venues using text messaging, mobile website or mobile apps

▪ Lets users keep a tab on the whereabouts of friends on foursquare

▪ Suggestions or tips by users about checked-in venues are also incorporated; it also directs users to new locations

Context

▪ Gives “rewards” to run everyday errands; incentives given include points and badges

▪ Mayorship: Most check ins in a venue by a user in 60 days earn him the title of ‘Mayor’

▪ Foursquare day is a global event held on April 16 (April being the 4th month and the 16th being equal to four squared)

▪ Partnered with Groupon.Foursquare users in the U.S. and Canada can see Groupon’s daily deals on the app and website

Initiative

▪ As of June 2011, foursquare.com had 10 million registered users

▪ Expected to pass 750 mn check-ins by Q2 2011 with an average of about 3 mn check-ins per day

▪ Has grown to include all major locations worldwide

▪ According to eMarketer, “Foursquare is set to become the hottest platform for advertising”; 26% of surveyed companies plan to launch campaigns using the service and ~20% already have

Impact

SOURCE: Press Release, Company Website

Case Example 3

18

Nike launched a service to allow runners to engage online

▪ Nike+ is a service that allows runners to connect to the Nike+ website. It allows runners to track and analyze their performance

▪ Nike+ works on apple products only and has multiple workout modes

Context

▪ Incorporated social features, which include posting running updates to Facebook and Twitter

▪ Smart community marketingusing in store promotion, events, and e-mails

▪ Teamed up with Dime magazine and Facebook to create an online tool called ‘Ballers Network’

Initiative

▪ In 2008, 800,000 runners loggedon and signed up to run a 10K race sponsored by Nike

▪ SportsOneSource, a Princeton market research firm, says Nike accounted 48% of running-shoe sales in US in 2006, but in 2008 its share rose to 61%, of which a significant share came from Nike+

▪ Sold 1.3 million Nike+ iPod Sport Kits and 500.000 Nike+ Sport Bands; sales from these products total ~$56 million

Impact

Case Example 4

SOURCE: Press Releases, Company Website

19

▪ In April 2010, a month before the official launch, Mars developed an app on Facebook called M&M’S Pretzel Vending Machine

▪ Enabled the brand’s Facebook connections to sign up to have a free sample mailed to them

▪ Empowered those people to each invite two friends to also claim a free sample

▪ In November, gave $1 discount coupons on the Page

▪ Encouraged consumers to provide feedback on the product and to upload videos ‘unboxing’ the pretzels

Initiative

▪ Distributed 120,000 samples in 48 hours▪ The number of people connected to the M&M’S

U.S.A. Page increased by 9%▪ As of September, the number of people connected

to the Page was ~1.2 mn

Impact

SOURCE: Press Release, Company Website, Facebook

Case Example 1

M&M’s Pretzel distributes discount coupons and samples

20

▪ An integrated campaign inviting eBay shoppers and followers on Twitter and Facebook to share their stories honoring Moms

▪ Voting conducted on eBay’s Facebook Fan Page. Finalists were judged by eBay’s Facebook community

▪ Prizes offered included a weekend getaway for two, iPads and Gift cards

▪ Also held charity auctions to support women oriented charities

▪ eBay’s Facebook page also gives information about charity initiatives undertaken

Initiative

▪ Received about 9 mn entries via Twitter and generated a more than two-fold increase in eBay Facebook fans

▪ “We saw incredible engagement from our community with this campaign, as so many people wanted to honor their mothers”

– Richelle Parham (Chief Marketing Officer)

Impact

SOURCE: Press Release, Company Website

Case Example 2E-bay’s ‘Every Mom’s a Hero’ program drove user engagement

21

▪ Users can use DeltaAssist to inquire about travel plans and flight booking

▪ Options to leave compliments, post concerns, inquire about luggage and fill in feedback forms

▪ Delta ticket counter on Facebook lets customers book tickets, check flight miles, check-in and see flight status

Initiative

▪ Nearly 90,000 mentions of DeltaAssist on Twitter▪ Over 60,000 out bound tweets from @DeltaAssist▪ Has ~200,000 ‘likes’ on the Facebook page and

~30,000 followers on Twitter

Impact

SOURCE: Press Release, Company Website

Case Example 3Delta Airlines uses DeltaAssist on Facebook and Twitter to provide customer support