7. Communication Strategy
Build Brand Awareness
Educate consumers to upgrade to Online shops
Then redirect online shoppers to MyGrahak
And make them Brand Advocates.
Physical Online
MyGrahak
Store Store
Category Awareness Brand Awareness
14. About the Platform: Facebook
It is really Big
800+million users
Avg. FB user spend >11hours per month
Average user is connected to 80 community pages, groups and events
FB is overtaking Google and Yahoo in total time spent online
15. Harsh Facts
People are on facebook for themselves and not to promote your brand
Brand
96% of Fans never return to your Page
17. How MyGrahak is meeting Challenges?
Quick
Response
Eager to
Delight
Deep
Engagement
18. Deep Engagement
Using apps to generate compelling content.
Created a content Calendar
• Content remains fresh
• Covers Following interests in a week
Funny Shopping
Videos/Images
Office Jokes Blog Articles Recipes
Tips
Delhi Events Products and
Quiz Contests Offers Service Promotion
Information
19. Sharad Pawar Slap case
Fresh & Timely
Engaging Content Relevant
Informative
Interesting Poll
Kite Festival in Delhi
About Google offering free website
21. Deep Engagement…
Users MyGrahak
Two way dialogue
Customized landing page
Intriguing users to become a fan
Generate interactive content
22. Quick Response
Thumb Rule to not to loose MyGrahak fans
• Addressing fan queries, problems, issues with first priority.
• Turning negative experience of user into positive by
immediately lending an ear and attending assuredly.
• Curating content.
23. Eager to Delight
Fans are on a page for their own benefit and not for the page’s.
Thus something more in addition to wall posts always works as a boost to them.
Improving buzz and
Recognizing top Using gaming and
let fans feel special
contributors contest mechanics
on being at a
and rewarding their
happening place
efforts
24. Branding
• Images posted on facebook are added with a Short tag mentioning –
“Delivered by MyGrahak”.
• These images works as viral for the brand when shared/circulated on FB by
MyGrahak fans.
25. Facebook Activities
• Contests
True Fan Contest
Concept: Be the most interactive Fan
And win exciting prizes
Duration: One week
Impact: 160 fans added in just 7 days
26. Facebook Activities
• Contests
True Fan Contest
Concept: Submit a pic of your best holiday moment and get it voted by
your friends. Top 10 voted pics to win prizes
Duration: One Month
Impact: 600+ fans within a month
27. Facebook Activities
• Contests
Guess the name of Baby B
Concept: Guess the name of Baby and first 10 right guesses to win prizes.
Duration: 60 hours
Impact: Over 500 name suggestions
received
32. How to Reach the Customer
• Best method: via Newsfeed
Though 96% fans never return to your page but you can definitely reach out to
their pages via regular news feeds.
90% Comments and likes come from newsfeed.
• Join other FB pages and be an active participant
Works as back link.
• High Edge-Rank
Higher the edge-rank, more the visibility.
33. What is Edge-Rank?
Edge-Rank: The content with the highest Edge-Rank score appears as “Top
News” in the News Feed filter.
MyGrahak posts includes Videos and Photos that helps it earn higher Edge-Rank
High Edge-Rank High Rank in News Feed Reaching to more FB users via fans
MyGrahak’s Avg. Edge-Rank: 11-18*
MyGrahak’s Edge-Rank During Contest: 34
0-3 = below average.
4-7 = average.
7+ = above average.
Scores above 20 are excellent.
34. Reach
• Reaching to 6762 fans regularly through News Feed
• Being present on News Feed, MyGrahak stands chance
to reach among 1,648,169 peers of its 6762 fans.
Fans Reach via News Feed Friends of fan
6762 1,648,169
A huge potential indeed.
How to tap this potential???
35. 1,648,169 Prospective Fans
Simply engaging existing Fans through likes,
comments, tags and sharing and featuring in
their newsfeed thus reaching to this huge
potential.
Aim is to reach across maximum Facebook users in below geographical priority
Delhi/NCR
India
World
36. Reached so far…
Already getting fans from the
metros earmarked to be a
part of Vision 2015 i.e.
Mumbai, Chennai and
Bengaluru.
37. Optimization
• Optimizing Content based on FB insights.
• Deciding Posting time/day/frequency/etc.
• Localizing content for more relevant responses
• Don’t be an admin, be a moderator
Just catalyze discussions and keep the fans engaged to the page in one
way or the other. Don’t act bossy.
38. So we have reached here
Fans: 6762+
Photos/Videos: 550+
Post Views: 994,770+
…in past 11 months
39. Impact
• For fans MyGrahak has become:
– Their monthly shopping partner
– Their fun friend with whom they interact everyday at anytime
– A platform where they share their views on various relevant topics.
• Increased traffic to website via facebook
• Quick interaction(Offers & Deals) - Quick response
44. Blog stats
Blog url – www.gettingurbane.blogspot.com
Number of posts: Twenty
Members – Twenty
No. of Comments – Fifteen
45. Blog Activity
Reader’s Poll
Displaying ‘Offer Mailers’ – redirecting readers to MyGrahak website
Displaying MyGrahak Advantages
Slideshow of brand related pictures
Fun Zone – link to Facebook Activities, etc
Posts attached with images for enhanced appeal
Avg frequency of postings – One post in every 2 days
46. Blog Traffic Strategy Chart
Other Facebook MyGrahak MyGrahak Blog Other Blogs
Pages Facebook Page
FB Followers – Blog Members
MG Blog – member of relevant
blogs
Other blog members –
participate in MG Blog
Introduce MG Blog – Other FB pages
51. About the Platform
LinkedIn - world’s largest professional network on the Internet
with more than 135 million members in over 200 countries and
territories.
professionals are signing up to
join LinkedIn at a rate that is
faster than two new members
per second.
54. LinkedIn Push - SEO
LinkedIn – More reliable and authoritative on Google
Inserting keywords in Comments and posts
SERP (Search Engine Results Page) enhancement
64. Twitter Targets…
Image Building
Showcasing MyGrahak as
a unique Business idea!
65. Twitter Targets…
Community Building
Using Twitter for instant
and effective customer
care.
Exclusive offers for twitter community to promote retweets.
66. Twitter Targets
Sharing experiences
Offering platform to users
to share personal
experiences.
Enhanced customer care
69. YouTube Advantages
Offering audio visual experience to users.
Building living identity for online store
Demonstrating company functioning in detailed and interesting manner
72. Social Media Lessons to be learnt (by heart)
• Build Trust by personalizing interactions with human
Trust touch
• There should be a human identity to whom users can
Human Identity approach.
Synchronization • FB strategy should be in sync with brand objectives
• FB is ultimately marketing the content and this should
Content be simple and intuitive
Fans • Give Royal treatment to fans
Moderation • It’s a must, must and must….
73. PRSI
National Awards
2011
Category:
Social Media for PR and Branding
November, 2011 | MyGrahak Shopping Online Limited
