SMM Case Study Tata Do Como 310510

8/8/2019 SMM Case Study Tata Do Como 310510

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SMO Case Study Tata Docomo




Tata DOCOMO entered the Indian market as the 9th GSM operator with strongcommunication barriers.

Tata DOCOMO as a child of Social Media .

With a lot of effort in Social Media, has grown to be the pioneers of SocialMedia Marketing , at least among Indian Telecom majors.

Tata DOCOMO believed :

± SM helps connects with the exact TG that the brand wants to associatedwith.

± It has the wow element and was clearly doing the New.

Perfect reason for Tata DOCOMO to draw up an extensive strategy to harnessthe power of Social Media and build the brand with its consumers.




Social Media Strategy :

Humanizing a telecom brand - make it warm, friendly andconversational.

Reach out to every corner of the web and to every possible TG not as acorporate brand but as a friend.

Willing to engage the consumer in a one-on-one dialogue on anythingand everything pertaining to the brand, its offers, its deficiencies aswell as anything to do with telecom per se




The Execution :

Twitter, Facebook, Orkut, YouTube accounts were opened up andoptimized even before the brand launch.

Website itself actively solicited visitors to signup to the Tata DOCOMOcommunities.

Social Media team set about targeting each of the Social Mediaplatforms differently.




Twitter Account :

Twitter typically has a more evolved and techy audience.

Tata DOCOMO acknowledged the importance of these thought leadersand made sure they got their worth by following the brand.

All products, offers and schemes were first announced to our Twitterfollowers before they were allowed on any other media.

Twitter followers were given teasers and prelaunch feelers much before

the product was launched.Today Tata DOCOMO has more than 7500 followers and is growing




Facebook Account :

Had a large influential community that could be a major influencer of brand advocacy.

Set about creating conversations among its fans on Facebook

One-on-one communication was maintained with all its fans helpingresolve problems, providing information and escalating issues.

A variety of status updated including discussions on TV commercials,

jingles, product service launches and fun and games.




Orkut Account :

Orkut has a mass user base and was identified as an important elementin managing mass sentiment around the brand.

Forum has been used both as a community feedback tool as well as aplatform where free discussions were enabled on specific topics (eitherproduct-service related or brand related).

Platform has also extensively been used for contests to keepcommunity members engaged.




YouTube Account :

YouTube has been a central repository for all brand commercials andvideos.

Tata DOCOMO made a departure from the traditional way of onlyuploading videos created by the brand to also showcasing usergenerated content, specifically animation videos submitted by users atthe create.tatadocomo.com platform .




MySpace / Bharat Student / Hi5 / Rediffmy Pages :

In continuation of its strategy to be omnipresent in Social Media, TataDOCOMO is perhaps one of the few Indian brands to have reached out

to less popular social networking and community portals in India.It carries through the same brand promise of being everywhere thatout potential consumers could be however small the reach of theportal might be.




Third Party Blogs & Forums :

Strategies here were both proactive and reactive.

Created official accounts on hundreds of blogs and forums andmanaged them in a timely manner.

Everyday 100s and 1000s of blogs and forums were scanned or anymention of Tata DOCOMO and whenever a user had posted a question,comment and complaint, the Social Media team made it a point to goand respond to resolve (wherever necessary) every post or comment.




The Outcome :

Tata DOCOMO built a strong and loyal fan base amongst the youth

Has unmistakably taken ownership of the innovator platform

Established the brand values of honesty, transparency and sincerity inthe minds of consumers.

Seen as a genuine effort to connect and engage with every fan andfollower with sincerity and with the authority to solve their problems.




The social mention parameters like strength and passionoutscore competition by a good distance




G rade of 99.8 Means the Tata DOCOMO Twitter Account Ranks Higher than 99.6% of all Twitter Accounts

G rade of 87 Means the Tata Docomo Facebook Account Ranks Higher than 87% of all Facebook Accounts




Thank You

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SMM Case Study Tata Do Como 310510