A collection of 4 Indian case studies of using Twitter for business purpose.

1. SUCCESSFUL
INDIAN
CAMPAIGNS
Tejas Deshpande www.tejasdeshpande.com
Gaurav Sareen www.gauravsareen.com
Pankaj Kamani www.pankajkamani.com
Mala Subramanian www.malasubramanian.com
http://srihariharan.info/
Hariharan Subramanian

2. Twitter
Twitter is a free service that allows anyone to say almost
anything to anybody in 140 characters or less – it’s the “what are
you doing right now” kind of micro-blogging that permeates
online social communication.
WHY HOW
• Engagement with customers • Define your purpose and goals
• Great networking tool • Assign the right tweeters –
• Refine Branding knowledgeable, good listener and
• Customers Feedback trustworthy
• A faster way to get the message • Cultivate a voice – identity of
out company tweeters & right guidelines
• Everyone else is doing it • Follow the right people – remove
• News & give away coupon codes spammers, find connectors and
and promotions people who regularly tweet on
• Twitter is Viral company posts
• Spying on competition • Have a sense of humor appropriate
• Increase sales to business

3. UNICEF India – Tweet for a Cause
• UNICEF India case shows Celebrities impact on Social Good Projects
• Bollywood icons Priyanka Chopra and Shekar Kapur were among others to tweet about the
campaign. BUZZVALVE encouraged their participation by showing them how big of an impact they
had on the initiative
• The thrust of this campaign lay in targeting influential personas and celebrities on Twitter. A
retweet or a mention by them proved crucial for the outreach program and to get word out
about the campaign

4. UNICEF India – Tweet for a Cause
Success Metrics: During the three-month campaign, the #AWAAZDO hashtag received 1,525
mentions and the @UNICEFIndia Twitter account gained 2,198 followers. The campaign itself
received 60,540 impressions on Twitter during the time period, as calculated using Tweetreach.
By the end of the campaign, the Awaaz Do website garnered 203,248 signups of people
interested in "joining the movement" to help get India's children back to school.
Lesson: Non-profit organizations can increase their celebrity endorsers' activity with a campaign
by showing them just how impactful their Twitter involvement is. Sharing analytics with
celebrities involved in the campaign can encourage them to share the campaign with their
followers more often.

5. Lipton Ice Tea’s “Chill Out Surprise”
Why the idea?
Tracked stressed twitteraties :
80% people crib on social media, the majority
Twitter used as a SEARCH tool
being on twitter
Would love to get a chilled out surprise gift Searched for keywords like
stressed, mondayblues, traffic
Narrowed the search results
to Mumbai and picked only
And thus, etc the negative ones
To strengthen its brand positioning ‘Take
a chill pill’, Lipton Ice Tea launched a
surprise chill-out campaign for 6 days on
Twitter.
Tracked location of stressed twitteraties
The most interesting aspect as all The final confirmation was
social prospects were
done by calling into their
integrated to track the person
down – used LInkedIn, Twitter, office and knowing if they
Facebook, Blogs etc have entered the office.
Surprised stressed twitteraties:
The Chill Out Crew would rush over to their
office with a customised Chill Out Hamper.

6. Lipton Ice Tea’s “Chill Out Surprise”
In about 6 days, the #Chilloutsurprise managed to create quite a buzz. Below are
some stats about the same :
Half a million
impressions
10+
And,
tweets
Countless
per
Smiles!
minute
#chilloutsurprise
20%
increase in 3000+
follower interactions
count
Click on the Image for the video 1,50,000+
people
reached

7. Hippo Chips
Problem Situation Solution
12 million kirana
Cumbersome stores across India. Make the consumers
inventory
management and tweet about a stock
frequent stock outs Nascent distribution out and replenish that
system store
New product with an Hippo consumer on
immature distribution Twitter
system
Consumers turned into ‘Hunger-Fighters’

8. How it unfolded..
Meanwhile
Consumers
@hellomehip Hippo
respond The Twiterrati Consumers
po tweets to restocks the Hunger
tweeting back sees this and receive
its follower store via Defeated!
stock out follows suit hampers
base distbn. system
locations
in 48 hours
Results:
-Hippo follower base on Twitter increases by 300% to about 4000.
-50% of the sales & distribution network is tracked by Twiterrati. At no cost!
-Hippo sales shoot up 76%!
-Empowered customers and tremendous positive buzz in social media
-Awards galore for Parle Agro & Creativeland Asia.

9. #anything4jetta

12. Learnings
• Twitter is a tool to empower the consumers and not to overpower them.
• Twitter effect gets amplified when coupled with traditional media.
• Fun, humor, satire, creativity are an essential part of engaging the twitter
users.
• Celebrities are strong tools to reach out to a wider Twitter base and lend
credibility to the campaign.
• Following your consumers back, retweeting their posts, replying promptly
to their mentions, are hygiene practices and cannot be discounted.

13. More ways to use Twitter
• Organize whom you follow with lists – have people
segmented into different groups to have better focus e.g.
customer, people in industry, social media teachers, people in
professional organizations etc.
• Stop following people who don’t tweet
• Expand the twitter conversation to blog by embedding a
tweet into a blog post

14. Thank you!