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For the launch of their first store in the up market Select Citywalk mall in Delhi, Haagen Dazs chose the words ± µEntry restricted to holders of international passports only¶. The intent of the company as clarified by them was to µget a taste of abroad right here in India¶. However, their choice of words was easily misinterpreted as if they did not want to allow Indians in their store! Someone took a photograph of the signage and e-mailed it to a Times of India blogger, who put it on his blog within a couple of hours with the headline saying µSorry, Indians not allowed¶. The blog where this was carried has 804 hate comments till now and 2 hate groups on Facebook were spawned having close to 400 members. Thanks to the power of social media the hate Haagen Dazs campaign spread like wildfire not only in India but across the globe, inciting a hail of protests that left the company red-faced and ultimately they were forced to backtrack and issue an apology.
Emergence of Internet has changed the way media is created and consumed. Traditionally media was created by media companies who created the content and were the content owners. The content owners use to µbroadcast¶ this media to the consumers of such content. With internet this equation has undergone a fundamental change, now anyone can create content and share it with others using platforms like Blogging, Social Networks, YouTube etc. There is a term that describes this phenomenon- USG or User Generated Content! In today¶s era the consumers of media themselves have become media creators and the best part is that once such content is created it is getting distributed on the internet through any of the previously mentioned platforms and other users/ consumers engage with this content by commenting, Re-Tweeting etc. The communication on the internet between content and consumers is becoming a 2-way dialogue instead of the earlier 1-way broadcast. Gaining popularity of social networking has brought in another dimension to this rapidly changing landscape. People are getting more connected & communicative with their networks. Technology allows them to voice their opinions at literally the speed of thought. It is imperative
Reasons for usage of internet y y y Top usage of internet was for communication (email / chat). Facebook emerged as the most popular website with almost 91% users visiting it. reinforces the point that not only there is a substantial number of users visiting various social media sites but they are also relatively well educated and well to do ± exactly the kind of Audience that most of the fashion brands & marketers will want to address. the only other thing than has the potential of truly binding Indians is social networking! The important question that would emerge for any advertiser is µHow do I µParticipate¶ in social media? The tricky part is that rules for engaging with customers on social media platforms are very different. Amongst the social networking sites. Almost 75% newspaper readers read it for less than 1 hour/day. 35% of the users contacted are students and almost 60% of the users earn more than Rs. Hence the advertising formats that the advertisers are used to are not really applicable in this new world . The fact that gets clearly established is that the internet users consume Internet far more than any other media! Advertisers need to really note this point. 4.000 per month. 2. while only 33% users watched TV for more than 2 hours/day. Almost 96% users use internet for communication purposes. While amongst the Internet users. Almost 85% users stated that they visit social networking sites. 3. 36% viewers watch TV for less than 2 hour/day. in the western countries already the advertisers are finding it hard to target the under 29 users outside Internet and I feel it is only a matter of time when this will also happen in India. followed by Orkut at 61%. The results of this survey and the demographic details of social media users. and none of the users read newspaper for more than 2 hours/day. Usage hours: y y y Another significant finding from our survey was that 80% users consume Internet for more than 2 hours / day.To find more about the usage of Social networking sites. 22% users claimed to earn more than Rs. I would go a step ahead and say that after bollywood and cricket. 10. Since to find these users on any media other than internet will become more and more difficult as they increase their internet consumption and reduce consumption of other media. LinkedIn at 34% and Twitter at 23%. 50. I conducted a survey and the following were key findings: 1. This was followed by consumption of news at 61%.000 per month. the percentage of users spending less than 1 hour/day on Internet was only 4%. This emerged as the second largest reason for using the internet.
It is not difficult for a brand to create a brand/fan page. Payment can be made through credit card. Using the Fan page application advertisers can send regular updates. a friend who is in my network is saying nice things about the brand and exhorting me to check it out. LinkedIn y y y Has a tie-up with Google.There are two ways of being present / to participate in social media. advertisers have to speak the language of the users. Advertisers can buy some inventories on a CPC basis. and they have to give reasons for the consumers to endorse them instead of tom-tomming about themselves. Advertisers can buy some inventories on a Cost-per-Click (CPC) or Cost-per-Mille/ Thousand impressions (CPM) basis. Presence through brand page/ fan page. Such endorsement is far more powerful that a regular advertisement because here rather than the brand saying something about themselves to me. Such buys can be targeted on demographics and keywords. but what is challenging is to give users compelling reasons to become fans and then also to keep remained engaged with the brand over a period of time. Facebook also has a tie-up with Google wherein advertising is possible through the Google Content Network on a CPC/CPM basis. LinkedIn also has a self-served advertising model on selected inventories. But the second way is more exciting where advertisers can actually leverage the social media to get consumers to endorse the brands to their friends and networks. Such endorsement is also referred to as µin-stream¶ participation/ advertising.NetworkPlay.in as sole concessionaires for representing their inventory where advertisers can buy this inventory on a CPM basis. No media cost implication 2. Users can remain engaged over a period of time only due to either compelling content being disseminated by the brand or through contests or through gratification (deals & discounts). promotional messages etc to the fans / followers very easily. Payment through credit card. In India LinkedIn have appointed www. Can create discussion groups and invite engagement / participation from users. The advertisers also need to learn how to leverage µvirality¶ the medium allows for spreading their image and proposition Participation options on various Social media sites: 1. For being µin-stream¶. This requires great level of strategic planning & execution. Facebook: y y y y Self-served advertising model on selected inventories. Brands can pay and buy µspace¶ on social media websites. Facebook has an option for brands to create their fan/ brand page. Any µpost¶ made by the advertiser/ brand on this page will go directly into the account of the fans. I will tend to believe such endorsement more than a brand advertisement. We can use Google Content network for text advertisements on LinkedIn on a CPC/CPM basis. For a participation strategy brands must pre plan a complete calendar of user engagement hooks and then embark on the implementation. . they have to be in constant dialogue with them. This allows users to become fans of the brand and they can then engage with the brand in various manners.
Twitter: y y Offers inventories through two models where the advertiser pays the Twitter users to o Sport the ad on their personal profiles for a pre-decided period of time. Any company can create their own blog on one of the blogging platforms like blogger. (IT or PR department can have a peripheral role at best) 2. I would like to suggest a 7 point recipe for a successful social media campaign: 1. content creation and content aggregation capabilities. so it can be viewed by their ³followers´ ±Twitad. The main problem is that the amalgamation of all these skills is neither available with the advertiser nor with their conventional agency! There are some specialized social media marketing companies that are getting formed in India but they leave a lot to be desired. (CPC inventory in terms of ad tweets created by the advertiser & sent out by twitter users. . Care should be taken that a blog is not a replica of a company website. 3.com. It has to be owned by the marketing team of the advertiser as a must do project. 5. We have also seen companies uploading their TVCs etc on YouTube to gain from the wide distribution and reach that YouTube platform offers. Advertising possible through Google Content Network on a CPC/CPM basis. Advertiser should hire a specialized social media marketing agency. This could be one of the chief reasons why social media marketing has not taken off in India in a big way till now. How to launch & run a successful social media marketing exercise To launch & run a social media campaign for a brand. An advertiser pays only when the ad tweet is clicked on. 3. Advertising possible through Google Content Network on a CPC/CPM basis. YouTube: It is also a Google company.com: Though this is a Google company as well. Can reach them through ad networks including Google content network. it is difficult to get inventories to advertise on individual blogs as these are owned by various bloggers and they have exclusive rights to the inventory of their own blogs. For example a Fashion Designer¶s / brand¶s blog could talk about design trends globally and in India! 6.) Allows users to create a company profile which can then be used for promotions in the form of personal tweets. Orkut: It is a Google company. Blogger. They will bring perspective on technology & user engagement. (Payment is for the number of users that agree to publish the ad on their profile/account pages. 4. technology.) o Publish ³ad tweets´ through their personal profiles ± Twivert.y y Create company page Create discussion groups. It should revolve around interesting content. A project manager from the marketing team has to be identified for this task. it requires skills that span strategic & creative thinking.
7. User habits & preferences change very rapidly in this new world order. what was extremely surprising that only 11 had presence on Facebook. Orkut was a rage before Facebook came in. something that no other media vehicle can give to an advertiser. It is very surprising that even though the emergence of social media in India has been happening over the past 2-3 years and has now reached a significant proportion. . What really impressed was that the (international) presence of international brands was truly fantastic with some brands having even more than 2 million fans! The ones that deserve a special mention are ± Levis. contests & gratification of users. All this made Orkut seem like a poor cousin and now it has lost its sheen amongst lot of urban internet users. Reebok women. changes are very rapid. at the same time most of these brands haven¶t taken care to have local/ India specific presence.4. Out of the 27 Indian & international fashion and sports brand studied. Marketers need to be totally clued in to the changing preferences on internet users if they have to leverage the power of not only social media but internet per se. I did a comparison of Indian Fashion Brands and International Fashion Brands' presence on Social media. In the internet world.e. The specialized agency should be made to work closely with the advertiser¶s creative agency. Adidas & Puma. Advertiser should insist on a proper content team to be deployed by the specialized agency. However. At best I would recommend thinking in terms of a maximum period span of six months to a year. Advertiser should not be averse to spending media monies to get users to sign up as fans. and the uber-cool users in India quickly migrated to Facebook which had more functionalities. They should wake up and realize the potential this platform provides for engaging users. features and was considered to be more happening! Facebook got its formula right from the beginning since it allowed developers. 5. I feel that international brands must have robust local presence to leverage the power of social media in specific countries. hence to even suggest planning for and making a long term strategy online is futile. I would like to issue a note of caution here. advertisers still consider it more of an upcoming phenomenon. Detailed activity plans & budgetary provisions should be made for content. They will bring brand understanding to the table. advertiser should plan to allocate media monies for promoting their social network destination. Indian brands should take a leaf from the way these brands have represented themselves on Facebook. i. application makers and even brands to plug into its platform. 6.
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