social media week bangalore 2015 - expand your market to tier ii cities / rural markets using...
TRANSCRIPT
Expanding to Rural Markets using
Smart Phones & Social Media
Presented by Supriya Kurpad
Marketing Manager & Trainer
Scion Social
What is the rural market?
• Home to
– 833 million people
– 68.8% of India’s population
• Tier II and Tier III cities
– Regions with a population of a million or less.
– About 40% of India’s middle class income group
Source: IAMAI
Characteristics
1. Population with growing spending power
2. High access to immediate information
3. Higher education rates – informed decisions
4. Growing aspirations – want everything the urban population has
Why are they important?
• 58% growth YoY in rural internet users
• Use of internet on mobile phones:
–70% of active rural internet users
–32% of users access only on mobile
Source: IAMAI
What we can expect
• More Indians Online
• Bharath Broadbrand Scheme– 3 internet connections and 1 Wi-Fi hotspot in each of
2.5 lk gram panchayats
• Digital India– INR 500cr budget
• Project Loon
• Internet.org
• Online Banking
Who can benefit
• FMCG industry
• Travel & Tourism
• Agriculture Products
• Education
• Job Portals
• Matrimonial sites
• Government Initiatives
Source: IAMAI
How to Capture the Market?
• SMS Marketing
• Whatsapp Marketing
• Email Marketing
• Social Media
What Campaigns to Run
• Google Search
• Google Display
• Regional Networks
• Emails
Facebook Campaigns
• Use simple graphics
• Incorporate local language
• Use easily readable fonts
• Regional Celebrities / Influencers
• Emotional Content
• Regional Experiences
Go Vernacular
• Mindshift Interactive Survey:
– 64% internet users use vernacular languages
– Vernacular sites grow 56% YoY
– English Sites grow 11% in rural markets
• Reduced CPC
• Coca-Cola Hindi Tweet
Running a Campaign
• Specific is Terrific
• Know your Customer Avatar
• Target based on
– Region
– Language
– Interests
– Home Town
What are these?
• Sonico
• Vkontakte
Regional Platforms
• Bharath Student
• You Flix
• India Forums
• Big Adda
• Viduppu
• Flix Street
Case Study
• ITC with e-Chaupal in U.P. and M.P.
• Web portal-all in Hindi.
• e-Chaupals offer all the information, products and services they need to enhance farm productivity, improve farm-gate price realisation and cut transaction costs.
Case Study
• Hindustan Lever
• Well designed campaigns addressing
– Affordability
– Availability
– Emotional Connect
The Trend
• Cost of Ads on Facebook is increasing
• Lower Organic Reach
• Regional is Relevant
Hello there :)
We are Scion
Social!
Social Media Strategy Creation
www.scion-social.com
About Scion Social
Scion Social is a digital agency, focused onSocial Media Marketing.
We love managing brands and creating digitalcampaigns on Social Media, to achieve yourbrand objectives.
We believe that with clarity comesconfidence. The goal of this document is tohelp you with making a confident decisiontowards investing in Social Media Marketing.
We look forward to an opportunity to workwith your brand.
What can Scion Social do?
GOOGLE +
WEBSITE
BLOGGING
YOUTUBE
We are a Social Media Agency. We can help you -
• Identify and create your Brand Image
– Based on your Marketing Objectives, of course :)
• Work with your team to help you design a website which is social media supportive
– We have a kickass website development team too, you know ;) Just saying!
• Design, develop, and execute a social media marketing campaign
– We come up with the ideas, create the graphics, write the copy, schedule the posting to make it viral, and manage the pages! Are we not awesome?! :)
– Also, you’ll receive regular reports from us. So you’ll always know what we are up to.
