Sanjay Mehta

Know the modern consumer of Personal CareHOW SOCIAL MEDIA CAN HELP

Sanjay MehtaJt. CEO, Social Wavelength

Sanjay Mehta

Recommendations from Friends and Peers

Recommendations From Professionals & Experts Other Online Influencers

Suggestions from Online Communities and Relatives

What is the best personal care product for my oily skin?

Online Ratings and Reviews by others consumers

How does a modern day consumer decide about her personal care needs…

It is critical for brands to understand and utilize this new medium well…

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Where do these insights come from? About Me..

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Our clients include… (NOT an exhaustive list)

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State Of Internet In India

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AGENDA

What’s thought of as “Social Media”

Listening to the consumer

Understanding consumer insights

Creating Consumer Conversations

Sanjay Mehta

• Most brands have mounted the Facebook bandwagon• You create a Facebook page• Put your TVCs on to YouTube• Maybe a Twitter handle too• Is that the right way to manage Social Media?

What’s thought of as “Social Media” : Social Media Hygiene

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Social Media offers other opportunities…beyond the hygiene..

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• Conversations are largely public in nature• There can be opportunities to guide consumers on

making the right choice: Thought Leadership• Consumers could be sharing wish lists: Market

Research opportunity• They could be complaining about your products: ORM• Brand choices could be discussed: You have to listen!

Your Consumer is Speaking on Social Media : Are you Listening?

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Forums

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The Process of Listening..

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You can go beyond plain listening; understand Consumer Insights!

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• What more does your TG do on social media?• Fashion, Lifestyle, Music, Films, Books..? • Going beyond chatter around your brand and your

category – understanding consumer insights• Enables you to improve your products, service,

marketing communication, etc.• A snapshot of Health and Beauty Conscious in India..

The behavior of your Target Audience: Consumer Insights

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Now, go talk to the consumers ..be a friend, a guide, a mentor..

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• Not a sales push, genuine conversations• Engage the influencers in the space• Lots of questions around personal care; can you be

the one to provide wise answers?• No random chatter – be at the cross section of brand

interest and consumer value

An opportunity to converse with your consumers: Direct Talk!

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• Personal Care space is clearly about conversations• Traditional means of advertising or market research

are slowly giving way to interactive, social media• Brands need to think beyond the hygiene of a “social

media extension of a mainline campaign”• New media, new ways of engagement, new

consumers will need new business structures as well

In Conclusion

Sanjay Mehta

Sanjay MehtaJoint CEO, Social Wavelength

smehta@socialwavelength.com +91-98200-40918 @sm63

THANK YOU