Introduction to Social Media

BE SOCIAL, THE INDIAN WAY

2011 – The Year That Was

33,748,542 views on YouTube in 56 days

Single of the year on BBC radio.TV road-blocked a whole Saturday for the 1st Tamil song to

be premiered on it.

Facebook profile pic of the year – Please welcome… Anna Hazare!

364K likes on FB200K+ followers on Twitter by Aug 27th itself

A seemingly innocuous friendship campaign recovered the 31% drop Airtel had experienced in Q4 of 2010

And went on to even run businesses selling HFZ merchandise!

Airtel spent 300 Crores in its re-branding campaign in November 2010

AND GOT NOTHING!!

WE LIVE IN A FICKLE SOCIETY !!!

HOW TO WIN FRIENDS AND INFLUENCE PEOPLE

+1 RT @DaleCarnegie, 1930

Become genuinely interested in others


Smile



Remember that a person's name is, to that person, the sweetest and most important

sound in any language

Be a good listener. Encourage others to talk


Talk in terms of the other person's interest


Sincerely make the other person feel important

“Social media are primarily Internet-based tools for sharing and discussing information among human beings.” - Wikipedia


Communication hasn't changed

But how we consume media certainly has!

WHAT'S CAUSING THESE Ch-Ch-Ch..CHANGES ?

• Technology

• Internet

• Social Media

40 years ago, we consumed TV, Radio, Newspapers, Magazines, Records & Billboards

20 years ago, we got some new media toys:VCR, Walkman, PC, Video Games, & Satellite TV

Today, our media is ubiquitous: internet, mobile (web enabled) phones, blogs, & text messaging

We're having a…

Origin of conversations


Social Networks


Content sites


Blogs & Discussion Forums


Reviews & Complaint sites


Micro-Blogging sites

What is social media?

“PR / Events / Communications”

“Enable Others to Advocate for Your Business” - WOM

“Visit Cocktail Parties and Network”

“Build Links with prospects & suspects”

“Print Media – Article / Classifieds / Ads”

“Reach Your Customers where they are”

All these have a social communication mechanism today!

What is Social Media?

“Social media are media for social interaction, as a superset beyond social communication. Enabled by ubiquitously

accessible and scalable communication techniques, social media substantially change the way of communication between

organizations, communities, as well as individuals.” - By Wiki

According to OMLogic-

“Social media is evangelizing your customer by being a good listener and curating conversations towards the brand.

Basically, being a good husband!!”

How to Win Customers Online

KEEP THEM ENGAGED WITH REGULAR CONVERSATION

USE HUMOUR TO SPREAD THE MESSAGE EFFECTIVELY

PLEASE THE SEARCH ENGINES WITH ORIGINAL CONTENT

FREEBIES & GIFT HAMPERS PROVIDE REASON TO CONNECT

Sending them newsletters is ok… just not too often

Ask for reviews… and display them

Get personal… come on, we're HUMAN!

Save session!

Make it easy to pick up where you left off

Get The Basics Right..

INDIAN NUANCES IN SOCIAL MEDIA

FRIENDS REFERRAL IS MOST IMPORTANT

ENGAGEMENT, NOT “SOCIAL DESPERATION”

DEEP EMOTIONAL CONNECT

DEEP EMOTIONAL CONNECT

COPYRIGHT – CREDIT WHERE ITS DUE!

CONFIDENTIAL & PROPRIETY INFORMATION

AUTHENTICITY & TRANSPARENCY

OR

GreenLeap Delhi

Brief: Evangelize citizens for Govt of

Delhi 'Plant a Million Tree' campaign

Insight: Social media can provide 2-

way communication. Must-have for

citizen evangelism

Solution: A Facebook, Twitter & blog

campaign on social

Result: 1M trees target achieved in 3

weeks. 20K+ FB Fans in 1 month.

CAMPAIGN

EMPLOYEE SOCIAL MEDIA POLICY

INDIA IS CRICKET

CAMPAIGNS

Yatra Cricket Manager

Brief: Associate Yatra.com with cricket

Insight: What do cricketers do most other than

play? THEY TRAVEL

Solution: An online strategy game to manage

the travel of Team India XI during the world

cup. Interesting hurdles every day to optimize

morale & fitness of the team. Simulated

Yatra.com booking engine interface for the

campaign.

Result: Excellent association of cricket with

brand Yatra.

INDIA IS BOLLYWOOD

CAMPAIGN

Lufthansa Celebrations

Brief: NRI promotion for Lufthansa

Insight: India abroad equals Bollywood

[Not Cricket, politics, etc]

Solution: A microsite driven campaign

to promote Diwali and an activation

campaign for NRI community

Result: Great association of Lufthansa

with hitherto ignored NRI community

AWARE OF NRI AND INDIANS ABROAD

CAMPAIGN

Lufthansa Salaam Bollywood

Brief: NRI promotion for Lufthansa

Insight: India abroad equals Bollywood

[Not Cricket, politics, etc]

Solution: A microsite driven campaign

promoting various scenic destinations in

India via Bollywood.

Result: Great association of Lufthansa

with hitherto ignored NRI community

DON'T PANDER TO FREEBIE HUNTERS

ContestGoodies

Awards

SOCIAL IS MORE THAN CONTEST – TRUE ENGAGEMENT

CAMPAIGN

Create your Bond Girl

Brief: Promote Bond festival on HBO

Insight: Bond is popular, but even more

popular in India, is the Bond Girl.

Solution: A 360 degree online solution

including a Microsite, Facebook Apps, TV

promotion and contests for promotion.

Result: 75K+ Fan increase in month, 2-X

engagement, huge traffic driven to microsite

Beware of Trolls Looking to Destroy Brands

SITUATIONS TO AVOID.

BE COGNIZANT OF BRAND TONALITY

Good evening

Hello

Yo pal

Namaste

Hey dude…

ENSURE BRAND IS OK WITH OTHERS VIEWS

KNOW BEFORE YOU RESPOND

Sale

Customer Support

Legal

Finance

HR

Tech Support

RACIAL IS OK, RELIGIOUS IS NOT

NEVER BE IRREVERENT, POLITICS & RELIGION

ENGLISH, HINDI OR HINGLISH?

INDIA IS LARGE – WEATHER, SLANG, LANGUAGE...

ALLOW PERSONALIZATION OF “REFER A FRIEND” FIELDS

TIMING OF THE POST

TIMING OF THE POST

FOR ORM, SHOW FB POSTS BY ADMIN ONLY

Thank You!

Ready to Be Social the Indian way? We'd LOVE to walk you along the way!

Website: http://omlogic.com

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Twitter: https://twitter.com/#!/OMLogic

Email: [email protected]