Love in Jeans Condoms - Indian Social Media - Case Study

About Brand: Renowned condom brand known as ‘Durex’. It has been in the business of making condoms for nearly eighty years i.e. even before the era of condoms or probably the demand began.

About Product: with the tagline “Live in Jeans. Love in Jeans” Durex Jeans is a trendy condom wear targeting youth

Social Media: Facebook (fan page)

Number of Fans: 5600 (as on 9th March 8:13 PM IST)

Social Media Strategy:

1. ‘Brand Awareness and Brand Building’ strategy.

2. Confused engagement strategy with contests.

3. Hilarious activities and contents on the wall.

4. A semi- engagement and more of consumer driven community (where customers be the most active part of the community, initiating messages, activities and other initiation to engage with others)

5. As the word ‘Sex’ rules the fan page the enthusiasm among the consumers creates a different feel on the wall post. Certainly different than the other fan pages I have seen.

6. The strategy can be called ‘sexy strategy’; activities, wall posts, and interaction revolves around sex.

7. Right target place (Love in jeans looks more of youth focused and facebook is the right choice)

8. Well designed FBML tabs and application ‘Champ the Damp’ that allows you to test your goodness on bed. Appreciative ‘Unzip your Attitude and Bunny Blues’ application. Overall a very creative approach to make the fan page completely lively.

9. Regular updates about brand activities (tee shirts, absolute loving, road promotions, advertisement videos etc)

10. Great Punch Lines as status message, one of the other impressive ones I would
like to mention in my blog:

The leggy ones, the heavy ones, the cute ones, the fiery ones, the silent ones, the giggly ones, the single ones, the not-so-single ones; be fair to the fairer sex today. Let us all appreciate their minds as well as their beauty today. Wishing all the women a very special Women’s Day

My Take:

1. No weekly activities or monthly activities set by the brand. There needs a monthly objective. If hosting a contest: the application, the material, how to advertise, time period, reward and how is it going to help the overall brand?. Need to use Posting/Month model.

2. The name ‘Love in jeans’ may result in the slow growth of the fan following and as the purpose of the fan page is to increase brand awareness and create brand image. ‘Love in Jeans Condoms’ would have been a better name for the profile that would have attracted the common condom lovers and Durex brand lovers.

3. Facebook has this wonderful feature of syndicating activities done via anybody. Ex: you join a XYZ group and facebook let your friends know about it. Similarly the fan page with title ‘Love in jeans condoms’ can generate keen and funny comments thus raising curiosity of many and increasing the overall fan.

4. User generated contents required to bring in more eagerness. Host contests were user creates suitable tag lines, creatives such as mugs, t-shirt designs, hoardings, etc.

5. End of the day this is an Adult fan page, ask questions about customer's satisfaction level with Condoms that would zeal in more fervor and inquisitiveness.

6. 7 million Indians (above age group 18) are on Facebook so there needs to be regular advertisement of the fan page on the advertising board of Facebook as well as on the offline promotional activities.

Overall it is a great fan page to be a part of. The community interaction is high that gives customer an unforgettable experience and on an overall level, this contributes to the experiential marketing of the brand.

This page was created by the Creative Digital Agency Geek

If you like this post of mine please subscribe to my blog.

Basics Life Social Media Strategy : Case Study

About Brand: Cloth brand with multiple stores across India. Four sub brands: Hasbro Clothing, Genesis, Basics 29, Pro Base.

Social Media: Facebook

Number of Fans: 1774 (as on 27/2/2010 : 3:08 PM)

SMM Strategy:

1. Contests, engagement and points strategy.
2. Contests hosted at least weekly thrice. Contests in forms of quizzes (quiz applications created).
3. Fan page completely customized (FBML edited). A FBML tab for contest winners, frequent buyers and brands under Basics.
4. Frequent buyers fbml tab results in registration of the customers. On registration they receive FBP (Face book page) points that can be redeemed for discounts.
5. The contest quizzes are generally query about the brand, thus increasing brand awareness among the customers.
6. The winner obtain free give aways (hot and trendy products).
7. Page is also used for displaying its latest products, disclosing interesting facts, news, celebrity endorsements etc.
8. People use this to share pictures, winners of the contests share pics clicked with prizes.

My Take:

1. Clear engagement strategy.
2. Interesting contests and high quality freebies keeps the brand value intact.
3. Fans now becoming a community, resulting in interaction among each other, discussion about brand and products and assisting brands to get easy direct customer decisions.
4. Role of technology is essential here as the FBML and quizzes are neatly created and are made geographic friendly (targeted).
5. Low response rate at present. Basics needs to create awareness in store about it facebook activity and contests. It can avail facebook access facility in stores asking customer to participate.
6. Basics has diluted its products in different sub brands for unusual set of customers, this might create a little confusion among the facebook users. As the expectations of customers with basics life’s engagement activity would differ.

If you like this post of mine please subscribe to my blog.

Social Media World Forum at London – Should be Fascinating!

For people who aren’t aware how to run a social media campaign on facebook and who would want to explore the Web 2.0 world from different perspectives (politicians, marketing, viral campaigns, awareness, branding, Social Media ROI, future of Social Media etc) can take part in the Social Media World Forum to be organized @ Olympia Conference Centre on 15 – 16 March 2010. The 2 days event hosts forums, exhibitions, seminars and lot more interesting stuff.

The workshops are helpful to those in internet marketing and new media and Workshop partners include: Facebook developers, Viadeo, Social media Monday, DMA, Immediate Future, Real Wire, among others.

In addition to the free workshop event, there is also a program of over 200 conference speakers from top companies such as: Mars, Ikea, Tweetmeme, Facebook, Bebo, Viadeo, LinkedIn, Xing, Matel, Talk Talk, Becks, Netlog, Orange, Mercedes Benz, Virgin, COI, Ecademy, Vodafone, BSKYB, BBC, and more.

What else would a Marketer ever dream for? Free event + networking opportunity at a gobal platform in the most popular city of the World! Give it a go!

40 Fascinating Social Media Facts

The social media marketing statistics presentation I posted few months ago seemed to strike a chord amongst the digital community and the marketers, especially in showcasing how important an issue this particular area of online currently is for business growth. So, just took some time and trawled around the web to bring you some more snippets of useful data and awesome figures that could help you decide where Social Media actually stands and what analysts have to say about it.

1. Average person spent five and a half hours on social media sites in December 2009, up 82 percent from December 2008. AC NIELSEN

2. Marketers will also be spending more time and money on social media sites in 2010 – Alterian

3. Forrester estimates that $716 million will be spent on the medium this year, growing to $3.1 billion in 2014. At that point, social media will be a bigger marketing channel than both email and mobile

4. Online communities are rapidly becoming one of the primary means by which internet users interact with one another. According to the Yankee Group Anywhere Consumer: 2007 US Web/Data Survey, 45% of consumers older than 18-years old participate in online social networking to gain more knowledge about the products or services they are planning to buy. Brian Kotlyar, Analyst, Yankee

5. Facebook is still by far the most popular social networking site worldwide, with 206.9 million unique visitors in December

6. 67% of global social media users visited the site during that month, spending an average of about 5.5 hours there per month, up from just three hours in December 2008.

7. Twitter received 18.1 million unique visitors in December 2009, up from 2.7 million in December 2008 (a remarkable 579 percent rate of growth).

8. Time spent on blogs and other social media sites increased 210 percent year-over-year, and the average time spent per person increased 143 percent.

9. Australia led the world in time spent on social media sites with 6 hours and 52 minutes per person

10. United States was second (6 hours and 9 minutes) with the United Kingdom close behind (6 hours and 7 minutes)

11. 40% would be shifting more than a fifth of their marketing budget to social media as per the Alterian (a marketing services firm based in the U.K., surveyed 1,068 marketing executives from Europe, North America, and Asia Pacific) study.

12. MySpace is available in more than 15 languages with approximately 1000 employees and 112,500,000 users. Recently deleted 90,000 accounts of sex offenders.

13. 20 million people are online on SKYPE at peak time, 445 million subscribers in Q1 2009, 30% usage for business purpose, 3.1 billion call to mobiles and landlines in Q3 2009, More than 190 certified hardware products.

14. 385 employees in LinkedIn, 11,000,000 users from Europe, 50% members from outside US. Available in English, Spanish, French and German. More than 50,000,000 members.

15. Facebook available in more than 70 languages with 900+ employees. Facebook banned in Syria and 70% users live outside US. Features more than 350,000 application. Over 2.5 Billion photos uploaded monthly and faster growing demographic is women over 55. More that 300,000,000 users.

16. Over 25,000 blogs updated daily on Hyves with over 2.75 million messages a day. Hyves is available in English, Spanish, French and German with over 7 billion pageviews in may 2009. On an average users spend 236 minutes on Hyves per month. Close to 10,000,000 members.

17. Approximately 150,000,000 videos on YouTube. 70% of the registered users are the American. Every minute 20 hours of video is uploaded. Localized versions for over 22 countries in 19 languages, total times of videos watched in 9300+ years. Estimated revenue of between $120 - $500 Million.

18. A study (survey) conducted by Alterian confirmed 66% of respondents (marketers) plan to invest in Social Media Marketing in 2010 - Yet only 36% of respondents plan to invest in Social Media Monitoring tools.

19. 54% of respondents said social media was ‘increasingly important’ to the overall marketing mix, with only 14% believing it to be ‘critical for success (Alterian Research Study)

20. In 2010 Gen Y will outnumber Gen Baby Boomers; 96% of them have joined a social network. (Socialonomics)

21. Social Media has overtaken porn as the #1 activity on the Web

22. If you were paid a $1 for every time an article was posted on Wikipedia you would earn $156.23 per hour;

23. 25% of search results for the World’s Top 20 largest brands are links to user-generated content.

25. 80% of companies using LinkedIn as a primary tool to find employees

26. Generation Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen.

27. Hitwise UK reports indicate as top three sites for the week ending 16/01/2010: Facebook (51.60%), YouTube (16.10%) and Bebo (2.26%) (social networking category).

28. 77% of the online shoppers read consumer product reviews and ratings before purchasing a product.

29. $2 billion of online travel purchase are affected by Social Media.

30. 51% of journalists read blogs for story ideas.

31. 28% of top search engine results are Social Media sites.

32. Universal McCann reports that 77% of all active internet users often read blogs.

33. Formed in 2004, Flickr now hosts more than 4.1 billion user images.

34. Delicious (bookmarking site), has more than five million users and over 160 million unique bookmarked URLs.

35. Orkut founded in year 2004 engages the maximum percentage of Indian and Brazilian internet users. As of December 2009, 51.09% of Orkut's users are from Brazil, followed by India with 20.02% and United States with 17.28%. As of January 2010, Alexa traffic ranked Orkut 70th in the world, the website currently has more than 100 million active users worldwide.

36. According to Compete, In Q4 2009 Digg saw a 91% increase in traffic, while Stumbleupon and FriendFeed recorded a huge increase of over 180% and 3100%, respectively, as compared to 2008.

37. Number of Chinese online social media users is around 130 million. Majority of SNS users are youth (52.6%). 47.5 of SNS users’ month income is lower than RMB 1,000, also higher than the percentage of overall Chinese netizens (44.2%). 59.1% of Chinese SNS users own college degree and above, 34% higher than over Chinese netizens.

38. Top 5 social networking sites of China: QQ alumni (50%), Renren (37%), Sina Space (36.6%), 51.com (27.1%), and Kaixin001 (26.4%).

39. Wikipedia currently has more than 13.5 million articles in more than 250 different languages. The site attracts over 60 million unique visitors a month and it’s often hotly debated that the information it contains is more reliable than any printed Encyclopaedia.

40. There are overall 234 million websites as of December 2009. 126 million blogs on the Internet (as tracked by BlogPulse).


Sources:
1. B & O
2. Gartner
3. Yankee
4. AC Nielsen
5. Yankee
6. Alterian
7. Socialonomics
8. Syscom
9.China Internet Watch
10. THAT Blog
11. BlogPulse
12. Technorati Code: 4KY2RYPSMSX2

27 Facts and 20 Examples About Social Media

This presentation made by Mr. Christian Palau (Marketing Director at InfoJobs.net) is a interesting one as there are lot of simple yet interesting examples: Motorin case, amazon Kindle, personal branding examples, Deloitte and lot more.

27 facts and 20 examples about social media

View more documents from Christian Palau.

Marketers Sleeps as Social Media Users Stay Awake!

I recently did a quick linkedin question and answer session with marketing experts and social media enthusiasts from different parts of the world. As, the various recent research studies contradicts the co-relation between the sleeping hours and time spent on social media with few suggesting youngsters spending more time where as the research led by University of Hampshire confirming there is no relationship between social networking and the sleeping time.

Well, contradiction in research always happens when it is survey based as the geographical, cultural and demographic elements differs and besides that penetration of internet, technology, social networking popularity also varies.

Be it whatever the situation marketers are rejoicing the era of social media and with increase in number of users + the more time spent is a longevity beckon of the era.

Drew Howard the Marketing Director at BlueCamroo Inc consider people spending more time on Social Media as a good sign. He feels the less people sleep and more time they spend on Social Media, the greater the chances are of someone stumbling across his message and the more face time his brand can have with customers.

Majority of Social Media enthusiasts sleep hearing the chirps of tweetdeck, if not there are youngsters who prefer playing poker, farmville and other applications. The revolution of keeping awake and spend more time on internet has started and this makes companies happy whose marketing strategy revolves around the new media.

Social Media and Haiti Earth Quake -The Era of Digital Activism

Yes, it is now the revolution of Digital activism. I was surprised listening to the recent news "Text messages and social media raise $1.2 million for Haiti in a day". Millions of people from different parts of world are sending text messages to number 90999 with every message sent you contribute $10 to the Haiti earthquake aid.

More importantly Social Media is helping spreading the word. A search on Twitter of the text number 90999 revealed an incredible number of results and an additional 1,000 tweets coming in during 10 minutes spent editing this post. With status messages on facebook, linkedin, myspace, instant messages, links to youtube videos of Haiti and earth quake scenes has helped spread the message like fire worldwide.

People are finding it easy to donate with no pain of unlimited procedures a simple text 'Haiti' to 90999 will help you serve the victims. What are you waiting for? Text Haiti to 90999 to donate $10 to the Red Cross for Earthquake relief in Haiti, it only takes a second.

Mobile + Social Media has helped raise huge amount, how simple!