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Retailers Association of India (RAI) is the unified voice of Indian retailers. RAI is a not for profit organization (registered under section 25 of Companies Act, 1956), works with all the stakeholders for creating the right environment for the growth of the modern retail industry in India. RAI is the body that encourages, develops, facilitates and supports retailers to become modern and adopt best practices that will delight customers. RAI has a three charter aim of Retail Development, Facilitation and Propagation. Social Squared is a full service digital media agency that helped RAI enhance its social media footprint.
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Social
Media
Campaign
Report
RETAILERS ASSOCIATION OF INDIA
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
THE
EXECUTION
Cover imageTabs
Pre-event
Create attractive cover
imagery
Design & develop
Facebook tabs
- Speakers
-Integration of YouTube
Create & update event
related information
Daily update talking about ‘innovation in retail’ – the event’s theme
Daily update on various speakers for the event & what to expect
A tactical update talking about what a retailer ought to do
Encouraging participation in the pre-event online quiz contests
Updates on event highlights & the valued sponsors
Post-event
Updates about the in-event contests & curation of images
Capture & upload images of the entire event
THE
EXECUTION
Designed the Twitter profile. Used for instant interactions pre & during event.
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
#ifwomendontshop
The best entries for #ifwomendontshop were awarded gift vouchers
#menwillshopif
The best entries for #menwillshopif were awarded gift vouchers
#rls2013
The hash tag #rls2013 was trending in Mumbai on Feb 7 & 8
700+ mentions
#FDIinRetail
The hash tag #FDIinRetail was trending in Mumbai on Feb 8
600+ mentions
THE
EXECUTION
Other media
RAI LinkedIn presence was managed, timely updates about the event
RAI YouTube videos were shared on other platforms
The event presentations shared in real time, apt knowledge management
The RAI blog was updated with session summaries
Before & After (a comparison):
Before After
58
178
612
501
Likes
Engagement
+ 22%
3 fold
in Likes
in Engagement
/retailersassociationindia
304
1569
444
149
Followers
Tweets
5 fold
3 fold
in Tweets
in Followers
@rai_india
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
