This is a Case Study done on RTC restaurants creating walk ins for the event on New Year!!!

1. Case Study
Social Commerce
For
RTC Restaurants India Ltd
Promoting Party Venues on New Year 2010
By
Cloud 9 Media

2. Situation
RTC Restaurants India Ltd. is a restaurant chain with Mandarin Trail
& Polka under its name
RTC is in joint venture with Sbarro and has franchise of Ruby
Tuesday
Key Competitors: RPM, Dazzle, Play, etc
Objective :
Promote Party Venues like
Mandarin Trail, Polka
and Ruby Tuesday
on New Year’s eve

3. Profile of Internet Users In India
• Average annual income of online users is 3.2 times the national average
(National Average = Rs 37,490) i.e. Rs 1,19,968
(Source: Express India, May’2009)
• 80% of online users belong to 19-35 years i.e. 48 Mn
• 75% of online users belong to aspiring & consuming class & half of
them belong to SEC ‘A’ & SEC ‘B’ i.e. 45 Mn
• (Source: Juxt Consult, Online Survey’ 2009)
In a nutshell – Social Networks such as facebook are a great
place to promote places of entertainment!
Peer and recommendations driven this media gives higher ROI
than any other media

4. Why Facebook…??
• Facebook noticed a growth of 89% users over last
year
• 109% growth of the users between 18 to 35 years
• Most preferred network by youth
• Perceived as most secure social media site
• The website is heavily used to share events and
conference
(Source: Comscore, July 2007)

5. Solution
Event Group – 20Ten Cheers!!!!!!
Brand Messenger – Rheareddevil Sawhney
Cloud 9 Media personified the brand on social media with a
character called Rheareddevil Sawhney

6. Solution
Party & Fun – 20Ten Cheers!!!!!!
Cloud 9 Media created awareness
around Polka, Ruby’s Tuesday &
Mandarin Trail by creating
interest around Party, Fun &
Joy
on new year’s eve. The group
communicates about the fun
element, the choice of music and
exciting offers.

7. Logic
Characters Conversations
Brand
That embody the To attract the target
Buddies
brand persona audience
- Cloud9 created a character who represents the party lovers
- Share information, trivia and brand and event talk
- Sending party invitations to fans & friends
- Sending messages and e-vouchers to the attendees

8. Response

9. Response
Brand messenger actively
informing the event
attendees

10. Response
Over 100
Members in 15
days
Over 70
Confirmed Guests
Over 2000 People
messaged in 15
days

11. Result
Reached 4,03,400people
Via
Over 700 Friends
Over 70 Confirmed Guests
Over 90 May be attending guests
Over 850 Response awaited
In 15 Days

12. Welcome to
World 2.0!
Did You know?
2/3 of the economy
is now influenced by
Personal Recommendations
Source McKinsey & Company
Only 14% of people trust ads
78% of people trust consumer
Recommendations
Source: Neilsen Global Trust In Advertising Survey,
2008

13. Social Media India Perspective
PR using Social Media
Over 40 million users are online
That’s over 5 times the readership of the largest selling
English daily ,Or
3 times the combined readership of the leading 3
newspapers in India, Or
3 times the combined readership of India's leading
5 English magazines

14. Investment Return on Social
Media
1/4th
At less than the cost of your
Total Marketing & Communications Budget
You can use Social Media to Enhance
•PR
•Customer Service
•Loyalty Building
•Collaboration
•Networking
•Thought Leadership
•New Customer Acquisition

15. So what’s the BEST way to
communicate on Social
Media?
View Cloud 9 Credentials
http://bit.ly/hmhrS

16. Two Ways to do it
Option One: Do it yourself
a) All social network tools are FREE
b) But it’s time-consuming
c) You’ll need to pay someone to create the conversation
d) You’ll need to pay someone to monitor the conversation
e) If you want to respond you need to speak the ‘language’
f) If you miss something, too bad
g) Great for small businesses without many conversations
Option Two: Professional Social Media Communications from CLOUD 9
a) Costs around $3000 - $ 5000 a month
b) No need to chase CONSUMERS , they come to you
c) You can see who is doing the talking
cloud
d) You can get advice on how to respond 9
e) You know you won’t miss anything because someone else
is doing the watching
a) You can benchmark against your competitors and chart data

17. Lets get your brand talking!
WRITE TO US
Nipun Kapur (Global Sales) Ritesh Mathur (India Sales)
9818450157 9717775750
Nipun.k@digiqom.com Ritesh.m@digiqom.com
Log on to
www.digiqom.com