social media case study - wipro e.go using social media to engage and establish thought leadership
DESCRIPTION
A case study that illustrates how a technology brand like Wipro e.go used social media to build stronger engagement with its consumers and to establish thought leadership amongst online technology enthusiasts.TRANSCRIPT
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Case Study for Wipro e.go
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Objectives
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What we did
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Stage I
Reviving Presence
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Announcing Come-back
Low Credibility and Dormancy– Initial challenges
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Customizations for e.go
Twitter Page
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Customizations for e.goYouTube channel
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Stage II
AwarenessMaking people know we exist
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Using Cyrus videos to create buzz
Uploaded 1 Cyrus video per day.Sensational titles worked and some popular videos generated an
average of 208 views/video.
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Cyrus Videos uploaded on 13 Video Sharing sites along with Facebook and Twitter
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Stage III
EngagementEncouraging audience to contribute in response to posts
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Rapid Fire Contest
Rapid Fire Contest got us 82 new fans in a week and 398 responses on 21 posts.
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Other Text based contests
Contest on Useful Keyboard Shortcuts
Such contests got us 70 responses over 6 posts.
One Marathon task you’d like your laptop to do for you
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One word answer contests on Twitter
We got about 24 responses to our one word answer contests on Twitter
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#funonego on Twitter
Endeavour to project Wipro e.go as a thought leader
7 retweets received
Fun tweets put under a hash tag called #funonego to increase engagement and visibility
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Image based interaction
Photo Albums fetched us 55 responses over 4 albums.
Fans talking the language we talk
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Interacting through Cartoons
We reached a stage when fans posted cartoons before we did!
Cartoon-of-the-day fetched us 220 responses over 27 posts
Uploading 1 computer based cartoon per day
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Photo Tagging
Photo Tagging done to gauge fans’ liking towards various models of e.go.Result= 54 responses on this photo album
Election of the new Profile picture by asking fans to tag themselves on their favorite e.go
picture
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Bollywood e.go Contest
Used the hype around Bollywood celebs to enhance engagement. This fetched us 183 responses out of 8 posts
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DIY tips and photos on Twitter
Uploading pictures of cool laptop bags.
Retweet by a follower
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Introducing the Tablet PC
Introduced fans to the latest addition to the e.go family- Tablet PC
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Test for engagementChecked if the popularity of the video depends on it’s title
being sensational by re-uploading it with a new title
Plausible reason for Cyrus videos not working– Content not engaging enough to generate any responses.
Cyrus videos that got no response earlier fetched us 14 responses on 1 post this time due to increased interaction on FB fan page..Another step ahead in
enhancing engagement
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Raising levels of engagementPolls
Got us 279 new fans in 2 weeks and 32 responses over 1 post.
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Interesting Fan posts
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Rapid rise in interactions
Registered a 5x increase in no of interactions per post over 2 months
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Increase in total interactions
The no. of comments overtook the no. of likes indicating an increase in involvement of the fans
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Increase in fans
Registered a 107% increase in the no. of fans since March 12,2010
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Stage IV
ParticipationParticipating in conversations online
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Recommending Wipro e.go
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Participation in Trending Hash Tags
As a result of posting useful tech information, we have a new list following
e.gobywipro
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Growth on Twitter
No. of followers on June 10th ,2010= 23134 new followers since March 12,2010
Average Response/Tweet= 1.42
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Establishing thought leadership
We made an attempt at solving computer related queries on Q&A sites to promote Wipro e.go as a thought leader.
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Q & A sites
Their Question
Our Suggestion
Total no. of questions answered= 603 answers selected as Best Answers
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Best Answers on Q & A sites
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Conversation threads initiated to gauge what brands people were talking about in the laptop
space
Initiating Conversations Tech Related Discussion Forum
Some Recommendations by the members
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Thank you