aditya birla group case study: online branding (ppt)
DESCRIPTION
MixORG conducted a campaign for Aditya Birla Group in which it created close to 1.9 million impressions of ABG Leadership Program advertisements in 10 days. The objective of online branding of ABGLP was successfully achieved.TRANSCRIPT
Feb 2012
MixORG
Aditya Birla Group Leadership ProgramsOnline Branding
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AGENDA
Introduction
Executive Summary
Plat©©forms Used
Online Strategy
Outcome and Impact
Learning
Links
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INTRODUCTION
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• ABGLPBrand
• Aditya Birla GroupCompany
• ConglomerateIndustry
• 10 days in February 2012Duration
FACTFILE
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ADITYA BIRLA GROUP
US $30 billion global corporation
India-based, global conglomerate
130,600 employees, belonging to 40 different nationalities
Present in various sectors:
Retail
Mining
Financial Services
Cement
Chemicals
Textiles and many more…
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ABG Leadership Programs (ABGLP)
• In 2007 by Aditya Birla Group
Launch
• Hire and groom the best talent from leading B-schools
• Cultivate high quality future leaders with innovative thinking
Objective
• LEAD (for individuals with 4-6 years‟ experience)
• LEAP (for individuals with 0-3 years‟ experience)
• Group Internship Program
Programs
• IIM Ahmedabad IIM Calcutta ISB-Hyderabad
• IIM Bangalore IIM Lucknow XLRI
Target Audience
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Objective of the Campaign
Ensure Brand Building for the ABG Leadership Programs
Create awareness about the LEAD and LEAP programs
Encourage visits to the ABGLP website and LinkedIn page
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EXECUTIVE SUMMARY
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• ABGLP branding mostly offline and on website
• Hired MixORG to drive online branding through Social Media
Background
• Platform Development Lead Generation
• Engaging Community Targeted Advertisements
Major Initiatives
• 1.9 million impressions in ten days
• 1500 people clicked on adsImpact
• Successful campaign with innovations
• Good introductory experience for ABG‟s first stint with Social Media
Outcome
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PLATFORMS USED
• Dedicated Company Page was created
• Ads were run that led to the ABGLP LinkedIn page
• Target audience present in very large numbers
• Targeted ads were run
Website
• Facebook ads led traffic to website
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STRATEGY
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ONLINE BRANDING
Ads to increase
brand recall
Networks most used by Target Group
Max ad impressions
within budget
Attractive landing pages
Max information
in most effective
way
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Innovation in Platform Development
Decision to create dedicated space for ABGLP on LinkedIn
Choice between:
LinkedIn Company Page LinkedIn Group LinkedIn Profile
Tell your company‟s story Start topic of discussionRepresent your career
accomplishments
Highlight your products and
services
Like and comment on
discussions
Enable people to connect with
you
Engage with followers and drive
word of mouthFollow people in your group Get and give recommendations
Share career opportunities Discuss career opportunities Search for jobs
Figure: Features of each of the LinkedIn pages © MixORG
Best choice
• For online branding on LinkedIN
• Features most suitable for engagement
Problem
• Only allowed for registered companies (LinkedIn rules)
• Verified via company email id and website
Solution-Innovation!
• MixORG purchased domain space in the name of ABGLP
• Created „company‟ email id -> registered Company Page
Innovation in Platform Development-
LinkedIn Company Page
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Attractive Banner on Home Page
“Follow Company”
option
List Programs as Company “Products”
“Share” the page
Share and recommend
products
Video testimonials
Tag employees
Office map
Careers Tab
ENGAGING COMMUNITY
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ABGLP Programs listed
as „Company Products‟
Description of each
program given
People can „Share‟ and
„Recommend‟ the
programs
Chitrarecommends the
GIP
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Company Page allows
the feature of inserting
Google Maps
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Lead generation mechanism in LinkedIn
Visitors request to be contacted with information
Serves to gather relevant leads and create database
LEAD GENERATION
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Reach Ads directly to
the six target colleges
High CTR expected on
Ads
Bid type NOT Pay per click
Pay per impression
ensured higher ROI
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Outcome &
Impact
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LinkedIn Facebook
Number of people targeted 3,514 61,700
Number of Impressions/ people viewing: 18,935 1,874,931
CPM (Cost per 1000 views) Rs 500 Rs 5.33
Landing Page of Ad LinkedIn company page ABGLP website
Number of people who clicked on Ad 87 1,382
Cost per click Rs 115 Rs 7.25
Lead Count* 18 N/A
Cost per Lead generated Rs 555 N/A
Frequency** N/A 35
Amount spent on campaign Rs 10,000 Rs 10,000
*Number of leads ABGLP received, that is people who requested to be contacted about ABGLP
**Number of times the advertisement appeared per profile, indicating number of times one single person could have seen the ad© MixORG
Spike in Number of Impressions during
the Ad Campaign(Feb 9- Feb 19, 2012)
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Learning
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Innovation in Platform Development
• Company Page best for engaging and branding
• Can also be used for Company departments, branches and programs
Targeted Advertisements
• Pay per click when expected CTR is low
• Pay per impression when expected CTR is high
Multiple Platforms
• LinkedIn offered much less reach in the same budget as FB
• But repeated sightings on multiple platforms increases brand recall
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LINKS
• http://www.abglp.com/
Website
• http://www.LinkedIn.com/company/aditya-birla-group-leadership-programs?trk=tabs_biz_home
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152, Lower Ground Floor
Kailash Hills
Near G-Block, East of Kailash
New Delhi-110 065
[email protected]© MixORG