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Social Media Marketing StrategySiliconIndia Strategic Marketing Summit 2011

Vishal Chinchankar, - Head Digital Media function

Reliance Group

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Social Media Reach Can we really ignore this ?

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Facebook, YouTube, Twitter are the internet’s top 10 websites

(Sources: http://www.alexa.com/topsites)

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Social Media has become as all-pervasive as Search Engines since Jan 2010Dec 2010: Social Networking traffic exceeded Search Engine traffic

March 2010: Facebook.com traffic equalled Google.com traffic

(Sources: HitWise.com)

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People spend more time on Facebook than Yahoo or Google

(Sources: Comscore, US Stats)

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65% of Fortune 100 companies are using Twitter to improve customer experience

(Sources: Edison Research, Apr 2010; Burson-Marsteller Study, Jan 2011)

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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)

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Facebook is the largest social network in India• 25 mn registered users

• > 25% of India’s Internet users

• 6th 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)

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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.

Source: Twitter Official Blog (March, 2010)

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.

Source: Twitter Official Blog (March, 2010)

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

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The landscape of “Social” media / “Web 2.0”

SOURCE: http://www.flickr.com/photos/trumpetca/2383941503/sizes/l/in/photostream/

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Social Media in the larger context of Media in general

http://rossdawsonblog.com/weblog/archives/2006/06/the_future_of_m_1.html

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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…

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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

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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/

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Case Study: Reliance Mutual Fund

Using Facebook to build customer loyalty

A small example of what we are doing at Reliance Group

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Educating the community• On Mutual Fund

fundamentals as well as personal finance concepts in general

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Connecting the brand with Wealth creation• Through meaningful

debate

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Providing customer support

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Adding to the sales funnel

• People with questions about our investment products are introduced to RMF’s network of Independent Financial Advisors

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Generating emotional connect

• Simply by Being Human

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Engaging Apps • Offer tools that are

Viral & Engaging

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Outcome: The No.1 MF Community built on Facebook

• Largest among all Mutual Fund pages on Facebook, with over 56,600 followers today

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International Examples

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PepsiCo’s Gatorade Social Media Mission Control

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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: Mashable

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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: Mashable

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Dell SMLCC

Source: Huffington Post

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

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

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Thank you