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The Client: RAI
The Retailer’s Association of India (RAI) is an industry body, a
not for profit organization working with all the stakeholders for
creating the right environment for the growth of the modern
retail industry in India.
Every year, RAI conducts the Retail Leadership Summit (RLS) – a
two day event for retailers.
Members:
RAI members include India’s biggest retailers viz. Future Group,
Reliance Retail, Shoppers Stop, Metro Shoes, and many more.
CEOs, retail industry professionals, students, and media are
important stakeholders.
The Objective:
Objective:
RAI approached Social Squared on Jan 10, 2013 to manage the
social media activities & create awareness about RLS 2013 &
engage delegates & the community through a vibrant online
presence.
Duration:
1 month - Jan 10, 2013 to Feb 10, 2013
Support:
The social media activities were well supported by the event
websitewww.rls.net.in & direct emailers to members.
Social Media Platforms Managed:
The following platforms were actively managed:
The activities involved regular updates, planning & execution of
online contests & designing creative for the use in social media &
website. Blog postswere also managed.
In addition, an online real time feedback mechanism was also
employed to help RAI gauge delegate satisfaction.
RAI presence (as on Jan 10, 2013)
Platform Presence
Facebook 501 likes, 58 talking about, intermittent updates
Twitter 304 tweets, 149 followers, intermittent updates
LinkedIn Group active but not company profile
YouTube Inappropriate URL, lengthy videos
Blog Not integrated with website, posts without images
Slideshare Not an active account
Pre-event
Create attractive cover
imagery
Design & develop
Facebook tabs
- Speakers
-Integration of YouTube
Create & update event
related information
Pre-event
Contests were created for
Highlighted the event
themes of innovation,
women in retail &
shopping through retail
quizzes & hash tags:
#rls2013
#innovation
#ifwomendontshop
#menwillshopif
#FDIinRetail
The Result:
The objectives of awareness & participation were met.
1. Delegates who were active on social media and helped spread
the word about the event beyond the venue were rewarded
2. Online contests helped to increase awareness beyond the
realm of delegates (RAI even got job inquiries on Facebook!)
3. Sponsors & partners have been provided with additional
exposure (on social media) making their investment effective
4. RAI now has a growing engagement across all platforms