12 Royal Enclaves & 72 Exclusive Furnished Apartments at Aamby Valley City, Lonavala
Building the Aamby Valley brand via Social Media
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Transcript of Building the Aamby Valley brand via Social Media
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Aamby Valley CityBuilding the brand using Social Media: Jan 2012-Jan 2013
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A Brand Consultancy for this new age of Brand-Consumer Interaction
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A brand building exercise for Aamby Valley City which was unique since it was driven completely by Social Media & more importantly had tangible results with actual sales leads coming in via this medium(each sales lead was of a minimum value of 30,000 INR)
Watch the Case Study video: http://bit.ly/LBFWwi
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Likes
We’re currently the most liked Real Estate Community on Social Media in India
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Likes
Competitor Likes Talking about us
Aamby Valley City 1,25,069 2,422Lavasa Community 1,08,149 916
Tata Housing 87,714 1,267
M3M India 10,351 473
Within a year, we have not only surpassed the others but have grown the community of engaged users by 8X the target number.
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Check-ins
36,802 people have checked-in to our page which means that these many actual customers are on our page.
ORThey are real customers well-versed with the Social Presence of Aamby Valley City.
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Check-ins
Competitor Check-ins
Aamby Valley City 36,802JW Marriott 9,465
The Oberoi 7,432
Taj Hotel 3,311
Lavasa Community 1,723
M3M India 172
Tata Housing 43
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Facebook Reach
Reach i.e. the number of unique people who have seen your brand communication on Facebook, is an area where we’re performing great – not only in terms of paid reach but organic & viral reach as well!
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Facebook Reach
Our top post alone reached out to over 31 lakh+ people!
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Facebook Reach
And this is a regular occurrence.Last month the top post reached out to 7 lakh people.
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Facebook Reach
Numbers Potential Reach Typical Reach
Likes: 1,25,079 7,00,57,750 1,12,09,240
Media Reach by spending 12-13 lakh over a year 11,33,33,328 3,77,77,776
Total 18,33,91,078 4,89,87,016
A total reach of 48.9 million over the year for a niche brand like AVC.
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Facebook Reach
Over 48 million unique people in a
yearWithin a year, we reached out to these many people on Facebook
alone via media & content.This is 6X TOI’s total reach in
India & would cost 6.5 crores if done in Print whereas here it cost
8% of the amount & it’s all targeted people which can’t be
achieved via Print or TV
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Twitter Reach
Over the year, we maintained a robust 74% engagement with our followers, grew the follower list by 6X purely based on organic conversations.
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Twitter Reach
Numbers Potential Reach Typical Reach
Followers: 817 2,85,950 34,314
ORM/Conversations: 150/day in a Year 1,91,62,500 22,99,500
Total 1,94,48,450 23,33,814
A total reach of 23+ lakh over the year for a niche brand like AVC.
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Follower:Following Ratio
Competitor Follower:Following
Aamby Valley City 817:15 = 54.4Tata Housing 628:180 = 3.4
Lavasa Community 2027:1002 = 2.0
M3M India 242:657 = 0.3
Follower:Following Ratio – The greater the better i.e. more impactful.
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Google+Google+ made its presence felt in Google Search Results and helped the brand reach out to people searching for that category.
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Impact on SearchA well-executed Content Marketing Strategy for promoting Skydive Aamby Valley yeiled great word of mouth on blogs.
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PinterestOur Pinterest is adorned with varied user experiences along with celebrity presence, beautiful pictures of the valley, Aamby’s Real Estate etc.
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ORM: People’s ExperiencesA number of our guests write about their experiences at Aamby and we make sure we connect with them.
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Making the best use of:
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1. Building the Aamby BrandServe as a great platform to talk about Aamby Valley City as a Brand which further gets shared extensively.
Talking about
Events
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Talking about
ISA
Served as a great platform to foster ISA as a school carving excellence in World-class Education.
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Talking about
Real EstateServed as a great platform to make people aware about the beautiful properties they can own at Aamby and spread awareness about them.
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Talking about
19o NorthFor connecting with adventure lovers & getting them interested & talking about 19o north.
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2. For Lead-generationOn an average, over 300 leads generated per month (Real Estate + Skydiving + Conferences + 19 Degree North. Where the value of each lead varies from 30,000 to a few crores for real estate)
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3. For Customer ServiceSolve 100s of customer service queries on a monthly basis so that they feel more connected with the brand.
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4. For Feedback/Market ResearchServed as a platform for feedback on various aspects of our business and for the brand to identify places where it could improve.
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5. For Industry RecognitionThe activities on these pages even got PR coverage with Light House Insights to a business magazine Inc. wanting to feature AVC in their annual issue.
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Brand Love
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Appreciation from Fans for Brandlogist
Our work on the page has been appreciated by Fans
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Follow on:• www.facebook.com/aambyvalleycity
• www.twitter.com/aamby_valley
• www.pinterest.com/aambyvalleycity
• www.myplus.co/aambyvalley
• www.foursquare.com/aamby_valley
Join on Facebook to know more
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