Casebook1 © Indiasocial
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Casebook1 © IndiaSocial 1 IndiaSocial™ - India’s largest social media community, aims to bring together stakeholders in the Indian digital eco-system for engagement, sharing, learning and collaboration in a vibrant space – physical and virtual. IndiaSocial is a one-stop destination for marketers, media owners, brand custodians and agencies looking for case studies, best practices, expert views, news and resources on social media in India. Our descriptor ‘Social Media Open’ embodies openness - embracing all stakeholders; open discussions; akin to a sport field it showcases team spirit and a level playing field. Join us at www.indiasocial.in Join us on www.facebook.com/indiasocial Follow us on www.twitter.com/indiasocial Join us on IndiaSocial Group at www.linkedin. com/groups (Copyright IndiaSocial) Disclaimer: All logos and brand images are properties of respective owners. Casebook1 CONTENT Evalueserve – Using LinkedIn 6 Foreword 41 for lead generation and brand building Guest Article - Doing Good in the NASSCOM – Acting as a catalyst for growth of Digital Age - Prema Sagar 8 emerging & start-up companies 45 Breakthrough: Ringing the Bell Guest article - Communities will be 11 Against Domestic Violence the next big thing in 49 Marketing - Jessie Paul Blank Noise: Raising voice against sexual harassment 16 Guest article - Creating Raving Fans Through Social Media - Toby Bloomberg 55 Pratham Books: Engaging the community to 24 bring a book in every child’s hand Fastrack: Capturing the imagination of youth 59 online Dr. Mani Children Heart Foundation – the Heart Kids Tweetathon and how Twitter helps save lives 30 Hard Rock Café India – live in concert on social media 64 WWF – Getting India to switch 34 off their lights for Earth Hour Axe Angels Club – building virtual engagement 73 via ‘real’ personas Guest article – Social Media: Reinventing the Guest Article – Why social media can be so 4 rules for B2B players - Hari V. Krishnan 38 unsocial - Anurag Batra 77 CONTENT Casebook1 Viewspaper: Creating and strengthening the Nokia- email with ease campaign 81 voice of the youth 121 Nokia – Reaching out to the influencers in Bollywood Buzz - Assessing the effectiveness of “Search for N” 125 UTV movies’ online advertising 86 Guest Article - Dear Brands, Let’s Get Social - MTV – Using social media to narrowcast 129 Faisal Farooqui 89 to the Indian youth Cleartrip – How the brand “travels” through Channel [V] – Building buzz using Twitter and social media 132 mobile social networking around the re-launch 93 © IndiaSocial Mahindra Homestays – engaging travelers Guest Article - Doing the math on social media… 136 and enabling owners 101 - Karthik Nagarajan Jiyo Life Movement – Guest Article - Are you missing the digital using content as the honey 141 revolution? - Ramanujam Sridhar 103 Mitsubishi Cedia Sports – TATA DOCOMO – Fighting the telecom 146 the Great Driving Challenge 106 incumbents on social media front Samsung Corby Color Wars on Twitter – Generating Buzz 113 5 Amita Malhotra Lead Community Manager IndiaSocial.in [email protected] When we announced the launch of IndiaSocial TM in 2009, this was the headline of our inaugural post. That social media Revolution’s had become mainstream was beyond any doubt. However, “ there were many a questions being asked about the impact of social media, its ROI, relevant metrics to evaluate success and well set, more. “ There was also a sense that while some good work was now for the happening, but information about learnings, case studies, best practices was dispersed and not easily available. This would often come in the way of vigilant marketers who could see evolution these changing trends but would struggle in the absence of ‘empirical data’ to align their internal stakeholders to brace up and strategise more effectively. IndiaSocial evolved from this need to bring together stakeholders in the Indian social media eco-system for engagement, sharing, learning and collaboration in a vibrant Foreword space – physical and virtual. We have created it as a neutral industry platform to showcase best practices, case studies, expert views and a strong repository of knowledge around social media in India. In Feb 2010, we invited brands and organisations to showcase their work and over 35 of them participated sharing some excellent work undertaken across various sectors. Casebook1 It made logical sense to compile existing case studies and some the radio in nineties without going the whole hog. Hari V exciting new ones alongside expert views in one single location Krishnan, Country Manager, LinkedIn India speaks about which would be easy to download, consume as well as share how companies are using social networks effectively to with others. The release of IndiaSocial CaseBook 1 sponsored find and acquire new customers and Karthik Nagarajan, by HP, in association with NM Incite is a key milestone on this Head of Nielsen Online India shares how discussion forums, journey of evolution. message boards and review sites are the most underrated social segment. Here are 5 reasons why the IndiaSocial Casebook is a great resource for marketers and all those seeking to understand There are many more interesting insights and perspectives social media usage and impact in India – by Anurag Batra (‘Why Social Media can be so unsocial’), Jessie Paul (‘Communities Next Big Thing’), Toby q One stop shop for case studies, best practices around Bloomberg (‘Social Media Strategy – 10 steps to create social media across verticals ranging from not-for-profit, raving fans” and Faisal I. Farooqui (‘Dear Brands, Let’s Get B2B, lifestyle, telecom, travel, and more. Social’) q Straight from the horse’s mouth - These case studies are q Know where you are - this resource will hopefully set you in the voice of people behind these campaigns - they have on your path of social media discovery; if you are already been authored by brands, organisations and their partners on one – it will enable you to benchmark your initiatives themselves. and if you are already a pioneer – it will hopefully inspire you to set higher targets. q Right questions to get the right answers – we didn’t make © IndiaSocial it any easy for the brands and organisations to be featured We would like to thank all the brands and organisations who as a case study. An exhaustive set of questions on the have shared their insights and learnings through their case objectives, reasoning, approach, impact and measures studies and helped us create this wonderful resource. We of success were built-in to ensure that the outcome was would also like to thank our lead sponsor HP and associate of very high quality. Many wrote to us how the form sponsor NM Incite for their support and encouragement. compelled them to ‘think through’ their own initiatives and ‘We are grateful to George Skaria, Founder, ThoughtSpring understand the gaps. and Former Editor, Indian Management for all his guidance and inputs on the Casebook. A special word of thanks for q Experts Speak – we have tried to amalgamate diverse my team at IndiaSocial and Blogworks - Neha Chandok, S. views from stakeholders across the spectrum of Swetha, Megha Talwar and Rajesh Lalwani who have all helped marketing communication in India. Prema Sagar, Principal from conception, editing, production and marketing of the & Founder of Genesis Burson Marsteller speaks about IndiaSocial Casebook. how social media’s reach and speed of delivery impacts corporate social responsibility (CSR) and on the other We would love to hear your feedback on this edition of the end, leading branding consultant and Founder Brand- Casebook and suggestions on how we can produce an even Comm, Ramanujam Sridhar talks about the challenges better one next time. Also, we would be soon announcing the around clients experimenting with social media much like IndiaSocial Case Challenge 2. Stay tuned! 7 Using the power of the social media, a company can multiply the effects of its CSR efforts In the hustle of business, we often forget that the wealth we create means nothing unless it leads to positive change in the lives of people. People—individuals, who together form society, who together build economies, who together create movements. Corporate organizations have the means to effect positive change in the lives of these people. When they speak, they are heard. And when they speak on popular digital Doing Good in “ platforms, the potential for that change increases exponentially. “ This makes social media a catapulting mechanism for corporate the Digital Age social responsibility (CSR) efforts. As CSR evolves, it is becoming less about companies donating a certain amount to NGOs and more about becoming directly involved in a sustainable way as facilitators or even conveners for social change. This means that companies need to up the level of engagement with all the stakeholders for an initiative— the people who the initiative targets, the implementers, the fund providers, and the potential facilitators. And the pace of this engagement has to be swift, almost constant. So what, then, could be better than social media platforms for this? Given social media’s reach and speed of delivery, a multiplier Prema Sagar effect spreads the message that a CSR initiative wants Principal & Founder to push. Here is a sample. In May, social responsibility Genesis Burson-Marsteller. organization (RED) that supports people with HIV/AIDS, released a documentary on the effects of antiretroviral drugs on these people, and since then, more than one million people Casebook1 have seen it on YouTube. Susan Smith Ellis, the CEO, recently save the lives of critically ill children who are either orphans announced their next goal at the Mashable and 92Y Social or from less privileged families. The foundation focuses on Good Summit: Ensure—using the social media—that no child communicating through viral marketing, its website, Facebook, is born with HIV/AIDS by 2015. Given that this goal needs a Twitter, YouTube and Picasa, besides traditional media.