building the aamby valley brand via social media
DESCRIPTION
A brand building exercise for Aamby Valley City which was unique since it was driven completely by Social Media & more importantly had tangible results with actual sales leads coming in via this medium, which is rare especially in the luxury category where each lead is worth 30,000+ at a minimum. Apart from this it also helped in building a very strong brand connect with customers & prospective customers. Sound's too good to be true, check out the PPT above...images don't lie :)TRANSCRIPT
Aamby Valley CityBuilding the brand using Social Media: Jan 2012-Jan 2013
A Brand Consultancy for this new age of Brand-Consumer Interaction
A brand building exercise for Aamby Valley City which was unique since it was driven completely by Social Media & more importantly had tangible results with actual sales leads coming in via this medium(each sales lead was of a minimum value of 30,000 INR)
Watch the Case Study video: http://bit.ly/LBFWwi
Likes
We’re currently the most liked Real Estate Community on Social Media in India
Likes
Competitor Likes Talking about us
Aamby Valley City 1,25,069 2,422Lavasa Community 1,08,149 916
Tata Housing 87,714 1,267
M3M India 10,351 473
Within a year, we have not only surpassed the others but have grown the community of engaged users by 8X the target number.
Check-ins
36,802 people have checked-in to our page which means that these many actual customers are on our page.
ORThey are real customers well-versed with the Social Presence of Aamby Valley City.
Check-ins
Competitor Check-ins
Aamby Valley City 36,802JW Marriott 9,465
The Oberoi 7,432
Taj Hotel 3,311
Lavasa Community 1,723
M3M India 172
Tata Housing 43
Facebook Reach
Reach i.e. the number of unique people who have seen your brand communication on Facebook, is an area where we’re performing great – not only in terms of paid reach but organic & viral reach as well!
Facebook Reach
Our top post alone reached out to over 31 lakh+ people!
Facebook Reach
And this is a regular occurrence.Last month the top post reached out to 7 lakh people.
Facebook Reach
Numbers Potential Reach Typical Reach
Likes: 1,25,079 7,00,57,750 1,12,09,240
Media Reach by spending 12-13 lakh over a year 11,33,33,328 3,77,77,776
Total 18,33,91,078 4,89,87,016
A total reach of 48.9 million over the year for a niche brand like AVC.
Facebook Reach
Over 48 million unique people in a
yearWithin a year, we reached out to these many people on Facebook
alone via media & content.This is 6X TOI’s total reach in
India & would cost 6.5 crores if done in Print whereas here it cost
8% of the amount & it’s all targeted people which can’t be
achieved via Print or TV
Twitter Reach
Over the year, we maintained a robust 74% engagement with our followers, grew the follower list by 6X purely based on organic conversations.
Twitter Reach
Numbers Potential Reach Typical Reach
Followers: 817 2,85,950 34,314
ORM/Conversations: 150/day in a Year 1,91,62,500 22,99,500
Total 1,94,48,450 23,33,814
A total reach of 23+ lakh over the year for a niche brand like AVC.
Follower:Following Ratio
Competitor Follower:Following
Aamby Valley City 817:15 = 54.4Tata Housing 628:180 = 3.4
Lavasa Community 2027:1002 = 2.0
M3M India 242:657 = 0.3
Follower:Following Ratio – The greater the better i.e. more impactful.
Google+Google+ made its presence felt in Google Search Results and helped the brand reach out to people searching for that category.
Impact on SearchA well-executed Content Marketing Strategy for promoting Skydive Aamby Valley yeiled great word of mouth on blogs.
PinterestOur Pinterest is adorned with varied user experiences along with celebrity presence, beautiful pictures of the valley, Aamby’s Real Estate etc.
ORM: People’s ExperiencesA number of our guests write about their experiences at Aamby and we make sure we connect with them.
Making the best use of:
1. Building the Aamby BrandServe as a great platform to talk about Aamby Valley City as a Brand which further gets shared extensively.
Talking about
Events
Talking about
ISA
Served as a great platform to foster ISA as a school carving excellence in World-class Education.
Talking about
Real EstateServed as a great platform to make people aware about the beautiful properties they can own at Aamby and spread awareness about them.
Talking about
19o NorthFor connecting with adventure lovers & getting them interested & talking about 19o north.
2. For Lead-generationOn an average, over 300 leads generated per month (Real Estate + Skydiving + Conferences + 19 Degree North. Where the value of each lead varies from 30,000 to a few crores for real estate)
3. For Customer ServiceSolve 100s of customer service queries on a monthly basis so that they feel more connected with the brand.
4. For Feedback/Market ResearchServed as a platform for feedback on various aspects of our business and for the brand to identify places where it could improve.
5. For Industry RecognitionThe activities on these pages even got PR coverage with Light House Insights to a business magazine Inc. wanting to feature AVC in their annual issue.
Brand Love
Appreciation from Fans for Brandlogist
Our work on the page has been appreciated by Fans
Follow on:• www.facebook.com/aambyvalleycity
• www.twitter.com/aamby_valley
• www.pinterest.com/aambyvalleycity
• www.myplus.co/aambyvalley
• www.foursquare.com/aamby_valley
Join on Facebook to know more
about
our work:www.facebook.com/Brandlogist
