Social Media Insights for new age marketers

3. Apps
Games
Sponsored
events
Branded
Content

4. Earlier Brands spoke to consumers
Now
Consumers speak to brands
Consumers speak to consumers

6. Social Media is almost like “The
Opium”
that makes you forget
the crushing isolation of
contemporary India

7. Political, broadcasting, sharing tool
Social in India:
Network building, “pseudo-caring”,
emotionally potent pool

8. NEW AGE MEDIA OFFERS YOU
COMPANIONSHIP WITHOUT THE
DEMANDS OF FRIENDSHIP

9. The shift from “family oriented
government job”
to “migrant living in transactional
global economy”
manifests most strongly in social
media
With a desire to “belong”…
With the hope that ‘someone is
listening’

10. A myth
Social Media flattens out
conventional
networks of power and hierarchy.
Replicated Reality
VS
ALTERNATE REALITY

11. “Information Curator’
as against information broadcaster
or creator

12. Escaping & Seeking cushion behind
false identities
gives a sense of empowerment
to share his enlightened opinion to
the world

13. More self aware relationship with
technology. “Digital diet” as a concept
will become popular – like everything
we need some restrain from excess.

14. SOME INTERESTING EXAMPLES

15. 15
Gilt Groupe has an invite only website focusing on
the high end of the retail spectrum
▪ Gilt Groupe is an online retailer
based in the United States.
▪ Provides instant insider access to
top designer labels, at up to 60%
off on retail prices
▪ Stages online 'flash' sales,
offering designer apparel and
accessories, home goods and high-
end travel destinations at
discounted prices in a limited-time
sale format
Context
▪ Announced the Gilt on the Go
App for iPhone in 2009 and was
one of the first to develop an iPad
app
▪ To introduce each brand, gives
users a preview of upcoming
sales, must-have pieces and
featured designers
▪ Launched Guilt City, a new service
that offers deals from local
businesses and events
▪ 3 – 6 offers on Gilt City are e-
mailed twice a week to consumers
Initiative
▪ Gilt Groupe has 3.5 million
members and its online hub, Gilt
City, counts 1.8 million members
across its network
▪ Has a client base in over 10 cities in
the US with 92% of available
goods sold
▪ “The company will bring in $500
million in revenue for the year
ending in June “
- Kevin Ryan (CEO)
Impact
SOURCE: Press Release, Company Website
Case Example 1

16. 16
▪ The Man Your Man Could Smell
Like is a television advertising
campaign created by ad
agency Weiden and
Kennedy for Old Spice to market
shower gel
▪ The campaign consisted of three
TV ads released over a period of
time
Context
▪ Filmed short improvised scenes
of Isaiah Mustafa, the NFL player
starring in the ad, giving personal
responses to users
▪ Uploaded over 200 video
responses in two days on the Old
Spice YouTube channel
▪ Created a dedicated Twitter page
for real time feedback and
communication with fans
Initiative
▪ The campaign had 2mn views and
generated 1bn social
impressions in the first two
weeks
▪ Has over 35mn views on YouTube
and ~150,000 followers on Twitter
▪ Old Spice's Youtube channel is the
#1 subscribed and the #1 viewed
sponsor channel
▪ Product sales in general shot up
more than 170% since the debut of
the campaign
Impact
SOURCE: Press Release, Company Website
Case Example 2
Old Spice generated hype on YouTube with ‘The man
your man could smell like campaign’

17. 17
Foursquare incorporates gaming into location based
social networking
▪ Uses mobile devices to let users
interact with their environment
▪ Users check-in at venues using
text messaging, mobile website or
mobile apps
▪ Lets users keep a tab on the
whereabouts of friends on
foursquare
▪ Suggestions or tips by users about
checked-in venues are also
incorporated; it also directs users to
new locations
Context
▪ Gives “rewards” to run everyday
errands; incentives given include
points and badges
▪ Mayorship: Most check ins in a
venue by a user in 60 days earn him
the title of ‘Mayor’
▪ Foursquare day is a global
event held on April 16 (April being
the 4th month and the 16th being
equal to four squared)
▪ Partnered with Groupon.
Foursquare users in the U.S. and
Canada can see Groupon’s daily
deals on the app and website
Initiative
▪ As of June 2011, foursquare.com
had 10 million registered users
▪ Expected to pass 750 mn check-ins
by Q2 2011 with an average of about
3 mn check-ins per day
▪ Has grown to include all major
locations worldwide
▪ According to eMarketer,
“Foursquare is set to become the
hottest platform for
advertising”; 26% of surveyed
companies plan to launch
campaigns using the service and
~20% already have
Impact
SOURCE: Press Release, Company Website
Case Example 3

18. 18
Nike launched a service to allow runners to engage online
▪ Nike+ is a service that allows
runners to connect to the Nike+
website. It allows runners to track
and analyze their performance
▪ Nike+ works on apple products
only and has multiple workout
modes
Context
▪ Incorporated social features,
which include posting running
updates to Facebook and Twitter
▪ Smart community marketing
using in store promotion, events,
and e-mails
▪ Teamed up with Dime magazine
and Facebook to create an online
tool called ‘Ballers Network’
Initiative
▪ In 2008, 800,000 runners logged
on and signed up to run a 10K race
sponsored by Nike
▪ SportsOneSource, a Princeton
market research firm, says Nike
accounted 48% of running-shoe
sales in US in 2006, but in 2008 its
share rose to 61%, of which a
significant share came from
Nike+
▪ Sold 1.3 million Nike+ iPod Sport
Kits and 500.000 Nike+ Sport
Bands; sales from these products
total ~$56 million
Impact
Case Example 4
SOURCE: Press Releases, Company Website

19. 19
▪ In April 2010, a month before the official launch,
Mars developed an app on Facebook called
M&M’S Pretzel Vending Machine
▪ Enabled the brand’s Facebook connections to
sign up to have a free sample mailed to them
▪ Empowered those people to each invite two
friends to also claim a free sample
▪ In November, gave $1 discount coupons on the
Page
▪ Encouraged consumers to provide feedback on
the product and to upload videos ‘unboxing’
the pretzels
Initiative
▪ Distributed 120,000 samples in 48 hours
▪ The number of people connected to the M&M’S
U.S.A. Page increased by 9%
▪ As of September, the number of people connected
to the Page was ~1.2 mn
Impact
SOURCE: Press Release, Company Website, Facebook
Case Example 1
M&M’s Pretzel distributes discount coupons and
samples

20. 20
▪ An integrated campaign inviting eBay shoppers and
followers on Twitter and Facebook to share their
stories honoring Moms
▪ Voting conducted on eBay’s Facebook Fan Page.
Finalists were judged by eBay’s Facebook community
▪ Prizes offered included a weekend getaway for two,
iPads and Gift cards
▪ Also held charity auctions to support women
oriented charities
▪ eBay’s Facebook page also gives information about
charity initiatives undertaken
Initiative
▪ Received about 9 mn entries via Twitter and
generated a more than two-fold increase in eBay
Facebook fans
▪ “We saw incredible engagement from our
community with this campaign, as so many people
wanted to honor their mothers”
– Richelle Parham (Chief Marketing Officer)
Impact
SOURCE: Press Release, Company Website
Case Example 2
E-bay’s ‘Every Mom’s a Hero’ program drove user
engagement

21. 21
▪ Users can use DeltaAssist to inquire about
travel plans and flight booking
▪ Options to leave compliments, post concerns,
inquire about luggage and fill in feedback
forms
▪ Delta ticket counter on Facebook lets
customers book tickets, check flight miles,
check-in and see flight status
Initiative
▪ Nearly 90,000 mentions of DeltaAssist on Twitter
▪ Over 60,000 out bound tweets from @DeltaAssist
▪ Has ~200,000 ‘likes’ on the Facebook page and
~30,000 followers on Twitter
Impact
SOURCE: Press Release, Company Website
Case Example 3
Delta Airlines uses DeltaAssist on Facebook and
Twitter to provide customer support