This case study describes how Cloud9Media has influenced the buying behaviour of consumers of Keells Foods India using social media as an integral tool of marketing.

1. Case Study
Social Commerce
For
Keells Foods India
Influencing buying behaviors using social
media
By
Cloud 9 Media

2. Situation
John Keells Foods – Sri Lankan Food & Hospitality
Giant
Enters Indian Market – January 2008
Category - Processed Continental Meat Products
Key Competitors: Venkys, Godrej, Meatzza etc.
Objective :
Create product awareness in the category and
generate sales

3. Internet – Overview
India Internet Penetration: 60 Million (Current)
On Social Networks 50% 30 Million
75% of online users belong to aspiring & consuming class & half of
them belong to SEC ‘A’ & SEC ‘B’ i.e. 45 Million
(Source: Juxt Consult, Online Survey’ 2009)

4. Login India – Reach of Social Media
Over 60 million users are online
That’s over 5 times the readership of the largest selling
English daily ,Or
5 times the combined readership of the leading 3
newspapers in India, Or
4 times the combined readership of India's leading
5 English magazines

5. Meet Consumer 2.0
Demographics :
» 18 – 29 years 55%
» 30 – 49 years 54% 27%
55%
» 50 – 64 years 40%
40%
» 65 years and older 27%
54% 18-29
30-49
50-64
65 and above

6. Solution
Brand Messenger – Sasha Keells
Cloud 9 Media personified the brand on social media with a
character called Sasha Keells

7. 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 females
• Perceived as most secure social media site for
females
(Source: Comscore, July 2007)

8. Solution
Love & Food – Gourmet
Affairs
Cloud 9 Media created awareness
around the Keells brand by creating
interest around food, occasions
and different recipes that could
be created using Keells Products on
Sasha’s Blog ‘Gourmet Affairs’

9. Logic
- Cloud9 created a character who represents the food lovers
- Share information, trivia and brand and food talk
- Join existing groups and networks
- Pull the audiences to blogs and communities created by Cloud9 for Keells
- To keep the symmetry of thought, the tweets, facebook and blog entries are
synced together

10. Creativity
We Made Sasha Real!!
From her job to her maid, from the making quick bites for dinner to driving in Delhi
traffic; Sasha’s conversations were crafted carefully keeping in mind the target
audience and the desired response from them.

11. Response

12. Response
Over 200 Positive
comments in 30
days

13. APPROACH STEP 4
STEP 3
STEP 2
STEP 1
Create Food lover Create Content on Blogs Join existing Fan Direct the attention of
Characters & Micro Blogs as a start Conversations the fans back to Blogs
Point to build dialogue Build on Foods, Cold and Micro
cuts, recipes and Blogs created by Cloud 9
allied conversation To measure effectiveness

14. Result
Reached 2,74,000people
Via
Over 800 Friends
Over 200 Keells Loyals
Over 1300 Blog Visitors
Over 15000 Twitter Followers
10,00,000
Unique messages In 30 Days

15. 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

16. 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

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

18. Two Ways to do it
Option One: Do it yourself
a) But it’s time-consuming
b) You’ll need to pay someone to create the conversation
c) You’ll need to pay someone to monitor the conversation
d) If you want to respond you need to speak the ‘language’
e) If you miss something, too bad
f) Great for small businesses without many conversations
Option Two: Professional Social Media Communications from CLOUD 9
a) Get the benefit of PR, advertising, promotions, events etc
b) Cost of per message as low as 1 paisa
c) No need to chase CONSUMERS , they come to you
d) You can see who is doing the talking
cloud
e) You can get advice on how to respond 9
f) You know you won’t miss anything because someone else
is doing the watching
a) You can benchmark against your competitors and chart data

19. 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