using social media to reach youth markets
DESCRIPTION
Sanjays presentation at 3rd Mobile Marketing Breakfast Oct 12th 2012 in Vienna at Woodapples HeadquarterTRANSCRIPT
Using Social Media to reach Youth Markets
Sanjay Mehta Jt CEO, Social Wavelength
Where do these insights come from?
About Me..
Partial Client List
Partial Client List
What we will cover: 1. Social Media Strategy 101 2. Some Youth Market Insights 3. Brands and Youth Markets 4. Case Study (* if time permits)
Social Media Strategy 101 (slide 1/2) WHAT is Social Media?
• The Online Technologies and Prac?ces.. • That People Use… • To • Share Opinions, Insights, Experiences and Perspec?ves
So where do BRANDS come in here?? What Opportuni?es do Brands have?
• Listening • Talking • Engaging • Evangelizing • Adop?ng
Social Media Strategy 101 (slide 2/2) And so the Strategy? Back to the 4 P’s
• People • Authors • Cri?cs • Collectors or Curators • Joiners • Consumers • Inac?ve
• Purpose
• Plan
• Process
Some Insights about the
Youth Market
FUN…
ME…
FAME…
HOLLYWOOD…
MUSIC…
NOW…
HUMOUR…
THRILL…
ROMANCE…
TECH…
Brands and Youth Markets?
Enough and more sta?s?cs about the Youth Market, I am sure..
The Youth Market, then.. • EVERYONE wants a slice.. • Wan?ng is NOT the same as Doing! • S?ll use Old Wine in New Bo\le
• Tradi?onal Media • New Media but old ways!
What’s youth more likely to be doing?
And yet, where does the marke?ng money go??
It’s not about carpet bombing anymore…
• Well thought out strategy • Measurable, clear objec?ve driven
Using Social Media then..
The way that the youth take Purchase Decisions
has changed
i. Awareness / Considera?on
ii. Evaluate – cri?cal touch point
iii. Buy – Point of Sale Issues
iv. The Loyalty Loop -‐ Advocacy
Get into the youth’s buying decision journey
• Most budgets allocated to crea?ve and media buy • Alloca?ons are usually about plaaorm choices (radio / TV / Print), with digital gebng loose change • This doesn’t work – for youth markets at least • Also need budgets for “non-‐work” areas like crea?ng, managing and monitoring owned and earned media
CASE STUDY OF A YOUTH BRAND
The Channel [v] Challenge What Was Involved? i. Target Group: college students from all across the country (core TG for [v] anyway)
ii. Event: India’s largest inter collegiate event, Indiafest, in Goa
iii. Reach as large a number as possible, in as short a ?me as possible, at as low a cost as possible
** as always, the marke?ng wish list
Used Our Learning in Social Media What works, what doesn’t? A very simple idea..
1. As a brand, don’t try to create Farmvilles – keep it simple
2. Causes that get large scale par?cipa?on are not about ‘changing the world’, but about simpler issues in life
3. Passion drives viral engagement 4. Arm chair ac?vism works 5. Impulsive par?cipa?on is good 6. Easy way to recruit more 7. In doing all this, stay close to your core
TG and to your core focus area
What was involved? 1. Applica?on ran on [v]’s Facebook page
2. On the Facebook page, there was a Pre-‐like lure, and Post-‐like revela?on (fan build strategy)
3. The Display Picture of the [v] Facebook page promoted the ac?vity
4. The simple 3-‐step par?cipa?on was highlighted
5. Simply go and ‘like’ your college; if you don’t find your college, add it, and then ‘like’ it
6. One could vote for more than one college
7. On the mini-‐page for each college, one could see names and photos of all those who had voted for that college
8. A Leaderboard was shown prominently; if your college was not there, you could work on it!
9. An ‘invite friends’ link also beckoned
10. Sabse Liked College was promoted on various college forums and groups
11. Regular posts happened from [v] FB page
All about Increasing Awareness And Amplifying Growth Through Contest
Results of Sabse Liked College
i. Ran from Dec 12, 2010 to Jan 31, 2011
ii. [v] fan base on Dec 12: 343,185
iii. [v] fan base on Jan 31: 648,079
iv. Growth of 89% in just 50 days!!!
