of 33 /33
Maruti Suzuki AltoK10 Social Media Activation (Aug’10-Mar’11)

Alto K10 - Social Media Activation Case Study

Embed Size (px)

DESCRIPTION

Social media case study of maruti suzuki alto k10

Citation preview

Page 1: Alto K10 - Social Media Activation Case Study

Maruti Suzuki AltoK10

Social Media Activation(Aug’10-Mar’11)

Page 2: Alto K10 - Social Media Activation Case Study

Table of Contents

• Objective• Before – Current Scenario• Social Media Launch• Our Initiatives on Social Networks• Quick Stats• Campaigns

Page 3: Alto K10 - Social Media Activation Case Study

ObjectiveThe objective was to leverage Social Media to launch, promote and engage the TG

with Maruti Alto K10 by giving it a human face through social networks

• Facebook– We wanted to build an interactive community for Maruti AltoK10 to share brand

messages and listen to fans feedback and queries.– To tap into the members and ensure them of a good conversation; a direct connect

with the TG.– Brand Monitoring and Showcase Maruti Alto K10 as the car for the young generation.

• You Tube– We wanted to leverage the power of video sharing and community building. And as a

result, created an official channel for Alto K10 on YouTube to get interaction.

• Twitter– We wanted to reach all those prospects who can be loyal followers to the all new

Maruti Alto K10. The objective was to do Real Time Monitoring of Alto K10 Sentiments and Responding to followers queries.

Page 4: Alto K10 - Social Media Activation Case Study

Before-Current ScenarioBefore

NO PRESENCE

Page 5: Alto K10 - Social Media Activation Case Study

Before-Current ScenarioCurrent

128800+ Fans

1650+ Followers

58600+ Views

Page 6: Alto K10 - Social Media Activation Case Study

Social Media Launch

The 3-Day Saga (Facebook, Twitter, You Tube, Blogs)

Page 7: Alto K10 - Social Media Activation Case Study

3000+ Fans witnessed the LIVE LAUNCH

350+ Updates & Conversations

Page 8: Alto K10 - Social Media Activation Case Study

3000+ Fans witnessed the LIVE LAUNCH

350+ Updates & Conversations

100+ Tweets during the LAUNCH period

Reaching to 40000+ Tweeples

Page 9: Alto K10 - Social Media Activation Case Study

3000+ Fans witnessed the LIVE LAUNCH

350+ Updates & Conversations

100+ Tweets during the LAUNCH period

Reaching to 40000+ Tweeples

9000+ Views of the Teaser Video

Ranked 38 in the most subscribed channel

Page 10: Alto K10 - Social Media Activation Case Study

3000+ Fans witnessed the LIVE LAUNCH

350+ Updates & Conversations

100+ Tweets during the LAUNCH period

Reaching to 40000+ Tweeples

9000+ Views of the Teaser Video

Ranked 38 in the most subscribed channel

Special Invitation to Automobile Bloggers to cover the Launch Event

Top 20 Auto Blogs covered the Launch

Page 11: Alto K10 - Social Media Activation Case Study

ORM Activities

(Facebook, Twitter, You Tube)

Page 12: Alto K10 - Social Media Activation Case Study

Our Initiatives on Social Networks

• Product Updates• Fan Engagement• Query Handling• Track Feedback & Suggestions• Contests/Campaigns

Page 13: Alto K10 - Social Media Activation Case Study

Our Initiatives on Social Networks• Product Updates– Updates on various Alto K10 Features, K Series Engine,

News Shares, Blog Reviews, etc.

Page 14: Alto K10 - Social Media Activation Case Study

Our Initiatives on Social Networks

• Updates on Tips– Shared Safety Tips, Car Maintenance Tips and Driving Tips

with Fans and Followers

Page 15: Alto K10 - Social Media Activation Case Study

Our Initiatives on Social Networks

• Fan Engagement– Engaging fans in various interesting conversations around

Alto K10, Automobile Industry, Driving, Weekend Plans, Bollywood Movies, Current Events, Festivals, etc.

Page 16: Alto K10 - Social Media Activation Case Study

Our Initiatives on Social Networks

• Query Handling– Real Time Listening & Responding to the Fans/Followers

Queries on Facebook and Twitter

Page 17: Alto K10 - Social Media Activation Case Study

Our Initiatives on Social Networks

• Tracking Feedback & Suggestions– Fans/Followers suggestions for the car were monitored

and recorded for the consideration of Alto K10 Product team

Page 18: Alto K10 - Social Media Activation Case Study

Our Initiatives on Social Networks

• Contests/Campaigns– Run Campaigns relevant to create more buzz and Build and

Engage more fans/followers on Facebook and Twitter handles.

Page 19: Alto K10 - Social Media Activation Case Study
Page 20: Alto K10 - Social Media Activation Case Study

The Growth Graph

Aug Sep Oct Nov Dec Jan Feb Mar

21500 Fans/ Followers

39500 Fans/ Followers

68000 Fans/ Followers

91700 Fans/ Followers

104666 Fans/ Followers

118928 Fans/ Followers

129009 Fans/ Followers

Launch

Activity

Engagement

Activity

Navratri Campaign

+“I LIKE IT”Campaign

130500 Fans/ Followers

Page 21: Alto K10 - Social Media Activation Case Study

“The Social Media Efforts drove 2% of Alto K10 Sales by Sep. 2010”

More than 790 buyers had engaged with us through our Facebook page so far

Page 22: Alto K10 - Social Media Activation Case Study

Sentiments

Challenge: Post Social Media Launch, we wanted to leverage the social media platforms and continue our engagement with fans generating Positive sentiments.

Result: Continuous engagement via Well Defined Content Strategy and Campaigns led to increase in Positive Sentiments.

Page 23: Alto K10 - Social Media Activation Case Study

Interaction

Challenge: Leverage Facebook, Twitter and You Tube as an effective medium to reach out to our TG and set up a direct communication channel.

Result: Fans got a single point medium to speak their mind where they could converge their thoughts about AltoK10 while Maruti got a channel to respond to each one of them directly.

Page 24: Alto K10 - Social Media Activation Case Study

Fans

Continuous rise in Facebook Fan Count due to our consistent efforts to grow the community and engage them in relevant conversations

Aug Sep Oct Nov Dec Jan Feb Mar0

20000

40000

60000

80000

100000

120000

140000

20200

38500

65500

89200102236

116500 127175128825

Page 25: Alto K10 - Social Media Activation Case Study

“More than 10 Million Post Views recorded till March’11 on

Facebook”

Page 26: Alto K10 - Social Media Activation Case Study

Twitter Followers

Following relevant people from Automobile Domain, Car Bloggers, etc. to engage them in

meaningful conversations and build an authority for Alto K10 has resulted in,

1650+ Quality Followers for Alto K10 Handle with our consistent efforts on Real Time Responding to

Queries

Page 27: Alto K10 - Social Media Activation Case Study

You Tube Views

AltoK10 launched in the month of Aug 58600+ Video Views; 28 Subscribers till date

Aug Sep Oct Nov Dec Jan Feb Mar0

10000

20000

30000

40000

50000

60000

70000

3170036100

3900044250

47900

5150055400

58600

Page 28: Alto K10 - Social Media Activation Case Study

Foursquare Initiative

As and when any user checks-in on these locations, he will see a Maruti Suzuki Tip A Great Way to Publicize and Be Present Everywhere

Tap all the Maruti Service Centres and Dealers to provide easy access for Maruti OwnersMake MARUTI SUZUKI Omnipresent through virtual check-ins and tips

Tap all the Maruti Service Centres and Dealers to provide easy access for Maruti OwnersMake MARUTI SUZUKI Omnipresent through virtual check-ins and tips

As and when any user checks-in on these locations, he will see a Maruti Suzuki Tip A Great Way to Publicize and Be Present Everywhere

Page 29: Alto K10 - Social Media Activation Case Study

Contests/Campaigns Participation

NAVRATRI CampaignI LIKE ALTO K10 Campaign

Show Off your AltoK10

Page 30: Alto K10 - Social Media Activation Case Study

NAVRATRI Campaign• Was a Huge Success

• Captured the festive mood right ON SPOT!

• Saw a whooping participation from fans

• 350000+ Post Views

• 2500+ Fan Participation

• 18% increase in Fan Count during the 9 Day Period

Page 31: Alto K10 - Social Media Activation Case Study

I LIKE ALTOK10 Campaign• 3000+ Users

• 1150+ Unique Testimonials submitted

• A spurt in Positive Comments on Wall

• Increase in Engagement by Existing Buyers of Alto K10 via Posts, Comments and Photo Uploads

• Rise in number of Potential Buyers

Page 32: Alto K10 - Social Media Activation Case Study

Show Off your Alto K10• We started a campaign where

we used our Fan Pictures and re-used them with interesting thoughts and captions.

This helped us to:– Acknowledge our Alto K10

Community– Generate a lot of interactions

from fans– Encourage fellow members of

the community to post their Alto K10 pictures on the wall

Page 33: Alto K10 - Social Media Activation Case Study

Thank You

[email protected]

http://www.facebook.com/mediaredefined http://twitter.com/mediaredefined