social media and its applicability to business
Post on 13-Sep-2014
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Analysis of how social media impacts different businessesTRANSCRIPT
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Social Media The phenomenon and its applicability in
business
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Who are we?A quick snapshot
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Launched Operations in 2008
ICICI Bank, 2008
KFC, 2009
Lenovo, 2010
BBC Campaign India Award For Best Loyalty Campaign, 2010
SBI Cards and Kingston, 2011
Wrangler Denims, 2011
HP India, 2012
Expanded Operations in the UK, 2012
Worked with over 30 clients in Financial Services, Consumer Electronics, Retail and FMCG
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What do we do?
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Engagement
INTERNET
&Insight
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What’s Special About The Internet
http://www.youtube.com/watch?v=Q8pyNHz6Pr0
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Interactivity
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The Bodyform Case
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Content Never Dies
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A certain comment by the CEO in 2006 resurfaces and refuses to die
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What Happened?
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Content Never Dies
“It’s almost everything. That’s why we hire good-looking people in our stores.
Because good-looking people attract other good-looking people, and we want to
market to cool, good-looking people. We don’t market to anyone other than
that,” - in a 2006 Interview
Statement resurfaced in 2013
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People Respond
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Attractive and Fat
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Another video asks to donate A&F
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Not Everyone hated them for it!
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The opinions remain divided but certainly stirred
the brand. Mike Jeffries’ compensation is being
questioned on last count.
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Internet Knows No Borders
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An Indian Ad campaign that was never published, gets international attention and condemnation
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Internet Knows No Borders
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Big Data90% of the data that exists today has been created just in the last 2 years.
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Big Data
Target would know when you are pregnant before your family finds out
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Big Data
Netflix knows what movie you would like to watch today
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How Social Media Impacts Business
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Customers
Employees
Community
Social Media has blurred the lines between stakeholders and brought them ever closer
The control of marketing has moved away from the brand to these stakeholders
The Holy Grail of Modern Marketing
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Customers
Employees
Community
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Customer
Engagements&Insights
Deliver solutions and have fun while at it
Know what they hate & love
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The Modern Purchase Funnel
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Customer Insights
• Customers are discussing brands on social media in a detailed and authentic manner
• Customers who engage with a brand on social media are more loyal and report spending 20% to 40% more on that brand
• Nike+ product and social community credited with increasing Nike running shoe market share from 48% to 61%
And yet!
58% of consumers who have tweeted about a bad experience have never received a response from the offending company
Source: Bain & Company: putting social media to work Bluewolf: Social Service Infographic
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Customer Rants
• Social media allows the spread of such messages faster and damages the brand image more quickly than it takes to build brand image
• On Average Telecom company spend anywhere between 100 to 400 crores on marketing and advertising
The focus should be on customer service
The Post Received 150 + likes 55 comments & 57 Shares in a matter of
6 hours
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Customers
Employees
Community
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Employees
Engagement&Insight
Know what they value
Empower them to celebrate that value
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Employee Insights
Employees are the most credible voices for a company,
when it comes to
– Working Conditions
– Innovation
– Business Practices
Source: Edelman Insights: Employee Engagement
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Employee Insights
And they are talking
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Employee Insights: Working Conditions
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Employee Insights: Business Practices
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Employee Engagement• The HP elite squad:
Drizzlin suggested an internal contest (Elite Squad) to draw a crème of
employee. Talent to be the unadulterated voice of the enterprise. This pool
was judged based on their expertise in photography, videography, or creative
writing skills. This approach ensured that enterprise is also a practitioner of
embracing workplace diversity; not merely an advocate.
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Customers
Employees
Community
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Community
Engagement&Insight
Understand the values of the
society
Align your business with these societal
values
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Understanding Indian Youth & their Conversations on Social Media
Community Insights
Indian Social Networking Site: Users on Social Issues
• Environment is the most popular social issue amongst Gen Next with more than 2.35 lakh having a digital association• 187,480 of Indian Gen Next Social Networking Site users are affiliated to Social Work on the web.
• Issues like violence against women and child abuse follow the issue of environment in terms of Gen Next association.
• Gen Next does associate itself with Sanitation & Hygiene but sanitation contributes just 12% to this.
Source: Facebook ad metric data
Gen Next(13-24)
Gen Now(25-39)
Gen Yest(40-54)
Gen Vintg(55+)
0 100000 200000 300000 400000 500000 600000 700000 800000
EnvironmentDomestic ViolenceChild AbuseSustainable DevelopmentHygieneMalnutritionChild LabourSanitationSewage TreatmentNeonatal HealthChild Marriage
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Community Engagement
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Community Engagement
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Customers
Employees
Community
If an organization were to engage these groups, what attributes would such an organization
possess?
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Interactive
Globally Aligned
Consistent
Responsive
Responsible
Authentic
Aware
Innovative
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Why Social Media Is Important For You?
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www.drizzlin.com
Thank you