Post on 17-Dec-2014
description
Social Commerce For
RTC Restaurants India Ltd
Promoting Party Venues on New Year 2010 By
Cloud 9 Media
Case Study
RTC Restaurants India Ltd. is a restaurant chain with Mandarin Trail & Polka under its name
RTC is in joint venture with Sbarro and has franchise of Ruby Tuesday
Key Competitors: RPM, Dazzle, Play, etc
Objective : Promote Party Venues like
Mandarin Trail, Polka and Ruby Tuesday on New Year’s eve
Situation
• Average annual income of online users is 3.2 times the national average (National Average = Rs 37,490) i.e. Rs 1,19,968
(Source: Express India, May’2009)
• 80% of online users belong to 19-35 years i.e. 48 Mn• 75% of online users belong to aspiring & consuming class & half of
them belong to SEC ‘A’ & SEC ‘B’ i.e. 45 Mn• (Source: Juxt Consult, Online Survey’ 2009)
In a nutshell – Social Networks such as facebook are a great place to promote places of entertainment!
Peer and recommendations driven this media gives higher ROI than any other media
Profile of Internet Users In India
• Facebook noticed a growth of 89% users over last year
• 109% growth of the users between 18 to 35 years• Most preferred network by youth• Perceived as most secure social media site• The website is heavily used to share events and
conference(Source: Comscore, July 2007)
Why Facebook…??
Event Group – 20Ten Cheers!!!!!!Brand Messenger – Rheareddevil Sawhney
Cloud 9 Media personified the brand on social media with acharacter called Rheareddevil Sawhney
Solution
Party & Fun – 20Ten Cheers!!!!!!
Cloud 9 Media created awarenessaround Polka, Ruby’s Tuesday &Mandarin Trail by creating
interest around Party, Fun &Joyon new year’s eve. The groupcommunicates about the funelement, the choice of music andexciting offers.
Solution
- Cloud9 created a character who represents the party lovers - Share information, trivia and brand and event talk- Sending party invitations to fans & friends- Sending messages and e-vouchers to the attendees
Logic
Response
Response
Brand messenger actively informing the event
attendees
Over 100 Members in 15
days
Response
Over 70 Confirmed Guests
Over 2000 People messaged in 15
days
Reached 4,03,400people
In 15 Days
Via Over 700 Friends
Over 70 Confirmed Guests Over 90 May be attending guests
Over 850 Response awaited
Result
Welcome to World 2.0!
Did You know?
2/3 of the economy is now influenced by Personal Recommendations Source McKinsey & Company
Only 14% of people trust ads
78% of people trust consumer
RecommendationsSource: Neilsen Global Trust In Advertising
Survey, 2008
Over 40 million users are online
That’s over 5 times the readership of the largest selling
English daily ,Or
3 times the combined readership of the leading 3
newspapers in India, Or
3 times the combined readership of India's leading5 English magazines
Social Media India PerspectivePR using Social Media
Investment Return on Social Media
At less than 1/4th the cost of your Total Marketing & Communications Budget
You can use Social Media to Enhance •PR •Customer Service•Loyalty Building•Collaboration •Networking •Thought Leadership •New Customer Acquisition
So what’s the BEST way to communicate on Social
Media?
http://bit.ly/hmhrS
View Cloud 9 Credentials
Two Ways to do itOption One: Do it yourself
a) All social network tools are FREEb) But it’s time-consumingc) You’ll need to pay someone to create the conversation d) You’ll need to pay someone to monitor the conversation e) If you want to respond you need to speak the ‘language’f) If you miss something, too badg) Great for small businesses without many conversations
Option Two: Professional Social Media Communications from CLOUD 9
a) Costs around $3000 - $ 5000 a monthb) No need to chase CONSUMERS , they come to youc) You can see who is doing the talkingd) You can get advice on how to responde) You know you won’t miss anything because someone else
is doing the watchinga) You can benchmark against your competitors and chart data
cloud9
Lets get your brand talking!WRITE TO US
Nipun Kapur (Global Sales) Ritesh Mathur (India Sales)9818450157 9717775750Nipun.k@digiqom.com Ritesh.m@digiqom.com
Log on to www.digiqom.com