Brand - Audience Engagement: The Social Media Conundrum

Social Media Week, Bangalore

#SMWBangalore Feb 26 2015

Brand – Audience Engagement: The Social Media Conundrum

Speaker: J Raghunath@RagsTweets

tweetchamps.com

@ContestBoard on Twitter facebook.com/contestboard contact@tweetchamps.com

Social Media Users in India

THIS SPACE IS INTENTIONALLY LEFT BLANK

Social Media Is BIG

No dispute about that!

“Conundrum” Defined

Does Social Media really help brands to build / grow their business?

Do social media campaigns really help brands engage with their audience?

Which is the best Social Media Platform for brands and businesses?

Conundrums 1,2,3,…Infinity

Should brands build their social media presence on multiple platforms …

Focus on “the(ir)” most popular platform and engage with the audience?

Conundrum # 4

Needs and Wants of Brand & Audience

The Blind Men & The Elephant(A Beautiful Poem by John Godfrey Saxe (1816-1887)

It was six men of Indostan To learning much inclined, Who went to see the Elephant

(Though all of them were blind),

That each by observation

Might satisfy his mind.

Variables in Social Media Success

Platform Frequency, Quality of Interaction

Brand Equity Gratification for Interaction

Duration of Presence Influencers

Events Social Media Managers

The Ground Reality

Social Media Platforms

# Facebook Twitter Google+ Instagram

1 Visa India 17.8 mil 119K NA NA

2 Tata Docomo 14.2mil 102K 7170 NA

3 Microsoft Lumia 12.4mil 193K 884K* 96K *

4 Samsung Mobile India 12.4mil 216K 2202 176K *

5 Aircel India 9.9mil 46.3K 3504 NA*

6 Fastrack 9.7mil 114K 874 3876

7 CloseUp 8.9mil 760 NA NA

8 Kingfisher 7.6mil 47.6K NA 1590

9 Idea 7.5mil 32.9K 4672 280

* Worldwide

Top Brands on Social Media

Facebook Twitter Google+ Instagram

10 Domino’s Pizza 7.0mil 64.8K NA 415

11 Shopper’s Stop 6.8mil 116K 233 951

12 Airtel India 6 mil 129K 5517 59

13 Flipkart 4.5 mil 248K 686K 5736

14 HDFC Life 3.5 mil 122K 1492 NA

15 Myntra 2.7 mil 84K 555K 5455

16 YesBank 1.5 mil 327K 1784 NA

17 Vodafone India 1.3 mil 228K 3873 286

18 Pepsi India 173K 131K 603K 372

Top Brands on Social Media

Facebook OR Twitter

Conundrum # 5

It’s A Wall

The First approached the Elephant, And happening to fall

Against his broad and sturdy side,

At once began to bawl:

“God bless me! but the Elephant Is very like a wall!”(Cartoon originally copyrighted by the authors; G. Renee

Guzlas, artist).

The Facebook Wall

Conundrum # 6,7,8

• Which Is More Valuable:

A “Like” on Facebook OR a “RT” on Twitter ?

A “Comment” on Facebook OR a “Mention” on Twitter?

• With relatively few “Comments” & “Shares”:

Is the “Audience” serious about “Engagement” on Facebook

Perhaps Twitter Is Easier & More Engaging!

It’s A Spear

The Second, feeling of the tusk,

Cried, “Ho! what have we here

So very round and smooth and sharp?

To me ’tis mighty clear

This wonder of an Elephant

Is very like a spear!”

Brand – Audience Engagement On Social Media

The Brand

Sees social media as a huge platform to connect with audience “easily”

“Social & Mobile” is the way future will be

The Audience

Interaction with “Brands” is the least priority on social media

Unexcited by Contests & Prizes

Social Media Journey Of A Brand

Understand The “Audience”

Conundrum # 9

• Looks like is Gratification the only way to induce the audience into “sustained” interaction with the brand!

It’s A Snake

The Third approached the animal,

And happening to take

The squirming trunk within his hands,

Thus boldly up and spake:

“I see,” quoth he,

“the Elephant is very like a snake!”

A Deep Dive Into Twitter

Brand – Audience Engagement Via Twitter Contests

The study covers over 3000 brands & businesses in India with Twitter presence

Products and Services placed in 39 Categories

Brands & Businesses on TwitterList of Categories

Metric From Inception Recent(April-Dec 2014)

Duration of Twitter Presence 24 months April-Dec 2014

# of Followers 56K +15,600

Tweets 35K +18,000

Followers /Month 2300 1950

Tweets/Month 1460 2200

Followers/Tweet 1.6 0.9

# of Contests (spotted by tweetchamps.com -Jan-Dec 2014) 78

Case Study of @ACosmeticsBrand

Metric @timesofindia @ndtv @IndiaToday

Lifetime Metrics:Twitter Presence 57 months 69 months 75 months

# of Followers 3.8 mil 3.56 mil 1.27 mil

Tweets 168K 170K 198K

Followers /Month 67K 50K 6.7K

Tweets/Month 3K 2.5K 2.6K

Followers/Tweet 23 21 2.5

Apr-Dec 2014

Followers/Month 183K 147K 67K

Tweets/Month 5.1K 3.6K 6K

Followers/Tweet 36 41 1.1

Contests – 2014 <5 <10 <5

Category: Media

Metric @FeminaIndia @ndtvgoodtimes @zeecinema

Twitter Presence 65 months 69 months 67 months

# of Followers 29K 29K 23K

Tweets 32K 15K 18K

Followers /Month 450 420 340

Tweets/Month 490 217 268

Followers/Tweet 0.9 1.9 1.3

Apr-Dec 2014

Followers/Month 921 807 664

Contests – 2014 >40 >60 >40

Category: Media

Metric @Micromax_Mobile @GioneeIndia @LGIndiaTweets

Twitter Presence 62 months 24 months 50 months

# of Followers 69K 38K 34K

Tweets 17K 9K 15K

Followers /Month 1112 1600 686

Apr – Dec 2014:

Followers/Month 2408 2978 1228

Contests – 2014 >30 >30 >10

Category: Gadgets

It’s A Tree

The Fourth reached out an eager hand, And felt about the knee.

“What most this wondrous beast is like

Is mighty plain,” quoth he;

“ ‘Tis clear enough the Elephant Is very like a tree!”

This analysis is based on a study of over 16K Contests, of which over 10,000 contests were on Twitter

50% of Contests attract less than 20 Participants AND/OR receive less than 50 Tweets

Twitter / Contest Metrics

Parameter How Measured

Participation Number of players who tweet for a contest

Engagement Total number of Tweets posted by all players

Reach Sum of Followers of each Player

Impressions Sum Total of Timelines reached by each Tweet

Productivity Ratio: The # of Followers per Tweet Posted

Total Cost Includes Cost of Prizes, Administration, Influencers etc

Overview of Prize Types

Gadget Travel & Hospitality Events Entry

Voucher Dining Meet A Celeb

Goodies No Prize Party

Unspecified Apparel Interesting

Top 3 Prize Types

RANK # of Contests Participation Engagement Reach Impressions

1 Unspecified Voucher Gadget Unspecified Gadget

2 Gadget Goodies Voucher Goodies Voucher

3 Voucher Gadget Goodies Voucher Goodies

Top 10 Categories

It’s A Fan

The Fifth, who chanced to touch the ear,

Said: “E’en the blindest man

Can tell what this resembles most;

Deny the fact who can

This marvel of an Elephant Is very like a fan!”

This analysis is based on a study of over 16K Contests, of which over 10,000 contests were on Twitter

50% of Contests attract less than 20 Participants AND/OR receive less than 50 Tweets

The Social Media Oscars 2014 …

# Parameter Brand Contests Follower Growth / Month, 2014

7 Most Creditable Follower Growth

@baggitworld(66 months)

<5 1500

8 Highest Participation

@SamsungMobileIN <5 6700

9 Highest Engagement

@Delhi_Airport <10 500

10 Highest Reach @ndtv <10 160K

11 Highest Impressions

@ebayindia > 40 4200

12 Max Gadget Contests

@Micromax_Mobile >20 3000

Overview Of Twitter Contests – 2014(Only brands associated with hosting contests considered)

# Parameter Brand Contests Follower Growth / Month, 2014

13 Max Voucher Contests

@jungleecom >30 765

14 Max Events Entry Contests

@FestivalSherpa >20 330

15 Max Goodies, etc Contests

@MaybellineIndia >75 1950

16 Max Travel Contests

@stayzilla >10 700

Overview Of Twitter Contests – 2014(Only brands associated with hosting contests considered)

It’s A Rope

The Sixth no sooner had begun

About the beast to grope,

Than, seizing on the swinging tail

That fell within his scope,

“I see,” quoth he, “the Elephant Is very like a rope!”

Attracts at least 100 Participants

Brings New Followers

Cost of acquisition of followers is within

benchmarks

A Contest Is A Success If It..

Set Social Media Performance Goals

Establish Processes To Monitor & Manage Performance

View Social Media as an Infrastructure Investment, not a “Marketing Expense”

Be responsive to social media fans to build trust

Brands Should

We’ve Only Seen The Beast

And touched it too!

But ….

And so these men of Indostan

Disputed loud and long,

Each in his own opinion

Exceeding stiff and strong,

Though each was partly in the right,

And all were in the wrong!

The Conundrum Still Exists!

THANK YOU FOR STAYING ENGAGED

You’ve Made Us A Brand!!

Brand - Audience Engagement: The Social Media Conundrum

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