Emerging Social Media Practices by Product

Companies

7th May 2011, Mumbai

#smcmum

INTRODUCTIONS

Emerging Social Media Practices by Product Companies

Sahil Parikh Nitin Jain Sahil Khan

Moderated By: Lavin Mirchandani

Introduction

•Founder of DeskAway, Author of The SaaS Edge

• DeskAway: project collaboration & track service

• SaaS/ Cloud

• Target Market – Teams

Introduction

• Young Brand with 15 outlets across 4 cities .

• Serving Super Premium Grade Ice creams.

• Helping Customers make their own ice creams using Cold Stone.

•Building an Experience around Ice Creams.

Introduction

Key Objectives

• Pushy sales and Marketing – No! No!    

• Create Awareness or Lead Generation

• Conversations in a virtual world

• Aligning with people with like-minded interests

• News wire

Key Objectives

•To increase brand visibility

•To increase brand encounter

•To engage current and new fan base

•This was done through good creative’s and a healthy social media strategy

Key Objectives

STRATEGICALLY SPEAKING

Emerging Social Media Practices by Product Companies

Strategy

• Do you have a strategy when you go to a social eventor a party (unless you want to ‘pick up’ a chick ?)

• Just open up conversations and see where they go

Strategy

• What your story?

• Aligning what you do and wish to achieve with the operations within?

• Stakeholders?

GETTING TACTICAL

Emerging Social Media Practices by Product Companies

Tactics: Tools and Platforms

• Twitter  (coupons, helpdesk, tweet about workproductivity, email overload, success stories etc.

• Blog

• Google analytics and UTM, Hootsuite

Tactics: Awareness

Tactics: Product Launches

Tactics: Feedback + Candid

Tactics: Inside Scoop

Tactics: Slurrp

Campaign Creative’s

WORKED/DID NOT

Emerging Social Media Practices by Product Companies

What worked and what hasn’t?

• Facebook hasn't worked as a conversion medium.  • Twitter has given us 5-7% of our total traffic in the last 2 years. 9-12% converted.

• Last 2 years 50% of our traffic has come from blogs/referring site.

What worked and what hasn’t?• A lot of competitions and contests were run on a daily basis on Facebook, where we gave out daily free vouchers for ice cream creations

• On twitter we were trying to woo our fans with cool Ice cream facts and discount coupons

• YouTube was employed to showcase the innovative juggling concept, the way we serve ice creams

• There was no specific one centralized strategy which could encapsulate the activities, but a mix of lot of innovative content combined with cool creative’s fetched us the engagement

What worked and what hasn’t?

Metrics

Emerging Social Media Practices by Product Companies

Key Metrics

• Measure clicks on Hootsuite, followers, engagement

• Seeing an increase in direct traffic

• The buzz grows overtime

Return on Influence

•500 DAILY NEW LIKES• 50,000 DAILY POST VIEWS • 28,000 MONTHLY ACTIVE USERS

http://www.facebook.com/Hokeypokey

•300 Active Followers https://twitter.com/hokeypokeyindia

Measuring Success: HOW & WHAT

• What should we look at- the important parameters?

• What is I in ROI: Investment /Influence / …?

• Is SM a channel to sell? How effective when offline?

• LBS worked for footfalls? Coupon redemption?

CURRENT STATUS/WHAT NEXT?

Emerging Social Media Practices by Product Companies

Current status

• Going to stick with Twitter. Easy to update via the phone and doesn’t require much time.

• Social Media is just a small part of your overall marketing strategy.

• ROI is hard to measure. Don’t sweat it.

What We Earned•Brand visibility and awareness•A deep relationship with consumers •New Product development and feedback •People got to know where exactly the outlets are located by asking on facebook, twitter•High Brand encounter •High Brand affinity

What We Earned

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