Alto K10 - Social Media Activation Case Study

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    11-Aug-2014
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Social media case study of maruti suzuki alto k10

Transcript of Alto K10 - Social Media Activation Case Study

  • MarutiSuzuki AltoK10
    Social Media Activation
    (Aug10-Mar11)
  • Table of Contents
    Objective
    Before Current Scenario
    Social Media Launch
    Our Initiatives on Social Networks
    Quick Stats
    Campaigns
  • Objective
    The objective was to leverage Social Media to launch, promote and engage the TG with Maruti Alto K10 by giving it a human face through social networks
    Facebook
    We wanted to build an interactive community for Maruti AltoK10 to share brand messages and listen to fans feedback and queries.
    To tap into the members and ensure them of a good conversation; a direct connect with the TG.
    Brand Monitoring and Showcase Maruti Alto K10 as the car for the young generation.
    You Tube
    We wanted to leverage the power of video sharing and community building. And as a result, created an official channel for Alto K10 on YouTube to get interaction.
    Twitter
    We wanted to reach all those prospects who can be loyal followers to the all new Maruti Alto K10. The objective was to do Real Time Monitoring of Alto K10 Sentiments and Responding to followers queries.
  • Before-Current ScenarioBefore
    NO PRESENCE
  • Before-Current ScenarioCurrent
    128800+ Fans
    1650+ Followers
    58600+ Views
  • Social Media Launch
    The 3-Day Saga
    (Facebook, Twitter, You Tube, Blogs)
  • 3000+ Fans witnessed the LIVE LAUNCH
    350+ Updates & Conversations
  • 3000+ Fans witnessed the LIVE LAUNCH
    350+ Updates & Conversations
    100+ Tweets during the LAUNCH period
    Reaching to 40000+ Tweeples
  • 3000+ Fans witnessed the LIVE LAUNCH
    350+ Updates & Conversations
    100+ Tweets during the LAUNCH period
    Reaching to 40000+ Tweeples
    9000+ Views of the Teaser Video
    Ranked 38 in the most subscribed channel
  • 3000+ Fans witnessed the LIVE LAUNCH
    350+ Updates & Conversations
    100+ Tweets during the LAUNCH period
    Reaching to 40000+ Tweeples
    Special Invitation to Automobile Bloggers to cover the Launch Event
    Top 20 Auto Blogs covered the Launch
    9000+ Views of the Teaser Video
    Ranked 38 in the most subscribed channel
  • ORM Activities
    (Facebook, Twitter, You Tube)
  • Our Initiatives on Social Networks
    Product Updates
    Fan Engagement
    Query Handling
    Track Feedback & Suggestions
    Contests/Campaigns
  • Our Initiatives on Social Networks
    Product Updates
    Updates on various Alto K10 Features, K Series Engine, News Shares, Blog Reviews, etc.
  • Our Initiatives on Social Networks
    Updates on Tips
    Shared Safety Tips, Car Maintenance Tips and Driving Tips with Fans and Followers
  • Our Initiatives on Social Networks
    Fan Engagement
    Engaging fans in various interesting conversations around Alto K10, Automobile Industry, Driving, Weekend Plans, Bollywood Movies, Current Events, Festivals, etc.
  • Our Initiatives on Social Networks
    Query Handling
    Real Time Listening & Responding to the Fans/Followers Queries on Facebook and Twitter
  • Our Initiatives on Social Networks
    Tracking Feedback & Suggestions
    Fans/Followers suggestions for the car were monitored and recorded for the consideration of Alto K10 Product team
  • Our Initiatives on Social Networks
    Contests/Campaigns
    Run Campaigns relevant to create more buzz and Build and Engage more fans/followers on Facebook and Twitter handles.
  • The Growth Graph
    Navratri Campaign
    +
    I LIKE IT
    Campaign
    Engagement
    Activity
    Launch
    Activity
    130500 Fans/ Followers
    129009 Fans/ Followers
    118928 Fans/ Followers
    104666 Fans/ Followers
    91700 Fans/
    Followers
    68000 Fans/
    Followers
    39500 Fans/
    Followers
    21500 Fans/
    Followers
  • The Social Media Efforts drove 2% of Alto K10 Sales by Sep. 2010
    More than 790 buyers had engaged with us through our Facebook page so far
  • Sentiments
    Challenge: Post Social Media Launch, we wanted to leverage the social media platforms and continue our engagement with fans generating Positive sentiments.
    Result: Continuous engagement via Well Defined Content Strategy and Campaigns led to increase in Positive Sentiments.
  • Interaction
    Challenge: Leverage Facebook, Twitter and You Tube as an effective medium to reach out to our TG and set up a direct communication channel.
    Result: Fans got a single point medium to speak their mind where they could converge their thoughts about AltoK10 while Maruti got a channel to respond to each one of them directly.
  • Fans
    Continuous rise in Facebook Fan Count due to our consistent efforts to grow the community and engage them in relevant conversations
  • More than 10 Million Post Views recorded till March11 on Facebook
  • Twitter Followers
    Following relevant people from Automobile Domain, Car Bloggers, etc. to engage them in meaningful conversations and build an authority for Alto K10 has resulted in,
    1650+ Quality Followers for Alto K10 Handle with our consistent efforts on Real Time Responding to Queries
  • You Tube Views
    AltoK10 launched in the month of Aug
    58600+ Video Views; 28 Subscribers till date
  • Foursquare Initiative
    Tap all the Maruti Service Centres and Dealers to provide easy access for Maruti Owners
    Make MARUTI SUZUKI Omnipresent through virtual check-ins and tips
    Tap all the Maruti Service Centres and Dealers to provide easy access for Maruti Owners
    Make MARUTI SUZUKI Omnipresent through virtual check-ins and tips
    As and when any user checks-in on these locations, he will see a Maruti Suzuki Tip
    A Great Way to Publicize and Be Present Everywhere
    As and when any user checks-in on these locations, he will see a Maruti Suzuki Tip
    A Great Way to Publicize and Be Present Everywhere
  • Contests/Campaigns Participation
    NAVRATRI Campaign
    I LIKE ALTO K10 Campaign
    Show Off your AltoK10
  • NAVRATRI Campaign
    Was a Huge Success
    Captured the festive mood right ON SPOT!
    Saw a whooping participation from fans
    350000+ Post Views
    2500+ Fan Participation
    18% increase in Fan Count during the 9 Day Period
  • I LIKE ALTOK10 Campaign
    3000+ Users
    1150+ Unique Testimonials submitted
    A spurt in Positive Comments on Wall
    Increase in Engagement by Existing Buyers of Alto K10 via Posts, Comments and Photo Uploads
    Rise in number of Potential Buyers
  • Show Off your Alto K10
    We started a campaign where we used our Fan Pictures and re-used them with interesting thoughts and captions.
    This helped us to:
    Acknowledge our Alto K10 Community
    Generate a lot of interactions from fans
    Encourage fellow members of the community to post their Alto K10 pictures on the wall
  • Thank You
    we@mediaredefined.com
    9811396858
    http://www.facebook.com/mediaredefined
    http://twitter.com/mediaredefined