new age marketing
TRANSCRIPT
Social Media is almost like “The Opium”
that makes you forget the crushing isolation of
contemporary India
Political, broadcasting, sharing tool
Social in India: Network building, “pseudo-caring”,
emotionally potent pool
The shift from “family oriented government job”
to “migrant living in transactional global economy”
manifests most strongly in socialmedia
With a desire to “belong”…With the hope that ‘someone is listening’
A mythSocial Media flattens out
conventional networks of power and hierarchy.
Replicated RealityVS
ALTERNATE REALITY
Escaping & Seeking cushion behind false identities
gives a sense of empowerment to share his enlightened opinion to
the world
More self aware relationship with technology. “Digital diet” as a concept will become popular – like everything
we need some restrain from excess.
15
Gilt Groupe has an invite only website focusing on the high end of the retail spectrum
▪ Gilt Groupe is an online retailer based in the United States.
▪ Provides instant insider access to top designer labels, at up to 60% off on retail prices
▪ Stages online 'flash' sales, offering designer apparel and accessories, home goods and high-end travel destinations at discounted prices in a limited-time sale format
Context
▪ Announced the Gilt on the Go App for iPhone in 2009 and was one of the first to develop an iPadapp
▪ To introduce each brand, gives users a preview of upcoming sales, must-have pieces and featured designers
▪ Launched Guilt City, a new service that offers deals from local businesses and events
▪ 3 – 6 offers on Gilt City are e-mailed twice a week to consumers
Initiative
▪ Gilt Groupe has 3.5 millionmembers and its online hub, Gilt City, counts 1.8 million members across its network
▪ Has a client base in over 10 cities in the US with 92% of available goods sold
▪ “The company will bring in $500 million in revenue for the year ending in June “
- Kevin Ryan (CEO)
Impact
SOURCE: Press Release, Company Website
Case Example 1
16
▪ The Man Your Man Could Smell Like is a television advertising campaign created by ad agency Weiden and Kennedy for Old Spice to market shower gel
▪ The campaign consisted of three TV ads released over a period of time
Context
▪ Filmed short improvised scenesof Isaiah Mustafa, the NFL player starring in the ad, giving personal responses to users
▪ Uploaded over 200 video responses in two days on the Old Spice YouTube channel
▪ Created a dedicated Twitter page for real time feedback and communication with fans
Initiative
▪ The campaign had 2mn views and generated 1bn socialimpressions in the first two weeks
▪ Has over 35mn views on YouTube and ~150,000 followers on Twitter
▪ Old Spice's Youtube channel is the #1 subscribed and the #1 viewedsponsor channel
▪ Product sales in general shot up more than 170% since the debut of the campaign
Impact
SOURCE: Press Release, Company Website
Case Example 2Old Spice generated hype on YouTube with ‘The man your man could smell like campaign’
17
Foursquare incorporates gaming into location based social networking
▪ Uses mobile devices to let users interact with their environment
▪ Users check-in at venues using text messaging, mobile website or mobile apps
▪ Lets users keep a tab on the whereabouts of friends on foursquare
▪ Suggestions or tips by users about checked-in venues are also incorporated; it also directs users to new locations
Context
▪ Gives “rewards” to run everyday errands; incentives given include points and badges
▪ Mayorship: Most check ins in a venue by a user in 60 days earn him the title of ‘Mayor’
▪ Foursquare day is a global event held on April 16 (April being the 4th month and the 16th being equal to four squared)
▪ Partnered with Groupon.Foursquare users in the U.S. and Canada can see Groupon’s daily deals on the app and website
Initiative
▪ As of June 2011, foursquare.com had 10 million registered users
▪ Expected to pass 750 mn check-ins by Q2 2011 with an average of about 3 mn check-ins per day
▪ Has grown to include all major locations worldwide
▪ According to eMarketer, “Foursquare is set to become the hottest platform for advertising”; 26% of surveyed companies plan to launch campaigns using the service and ~20% already have
Impact
SOURCE: Press Release, Company Website
Case Example 3
18
Nike launched a service to allow runners to engage online
▪ Nike+ is a service that allows runners to connect to the Nike+ website. It allows runners to track and analyze their performance
▪ Nike+ works on apple products only and has multiple workout modes
Context
▪ Incorporated social features, which include posting running updates to Facebook and Twitter
▪ Smart community marketingusing in store promotion, events, and e-mails
▪ Teamed up with Dime magazine and Facebook to create an online tool called ‘Ballers Network’
Initiative
▪ In 2008, 800,000 runners loggedon and signed up to run a 10K race sponsored by Nike
▪ SportsOneSource, a Princeton market research firm, says Nike accounted 48% of running-shoe sales in US in 2006, but in 2008 its share rose to 61%, of which a significant share came from Nike+
▪ Sold 1.3 million Nike+ iPod Sport Kits and 500.000 Nike+ Sport Bands; sales from these products total ~$56 million
Impact
Case Example 4
SOURCE: Press Releases, Company Website
19
▪ In April 2010, a month before the official launch, Mars developed an app on Facebook called M&M’S Pretzel Vending Machine
▪ Enabled the brand’s Facebook connections to sign up to have a free sample mailed to them
▪ Empowered those people to each invite two friends to also claim a free sample
▪ In November, gave $1 discount coupons on the Page
▪ Encouraged consumers to provide feedback on the product and to upload videos ‘unboxing’ the pretzels
Initiative
▪ Distributed 120,000 samples in 48 hours▪ The number of people connected to the M&M’S
U.S.A. Page increased by 9%▪ As of September, the number of people connected
to the Page was ~1.2 mn
Impact
SOURCE: Press Release, Company Website, Facebook
Case Example 1
M&M’s Pretzel distributes discount coupons and samples
20
▪ An integrated campaign inviting eBay shoppers and followers on Twitter and Facebook to share their stories honoring Moms
▪ Voting conducted on eBay’s Facebook Fan Page. Finalists were judged by eBay’s Facebook community
▪ Prizes offered included a weekend getaway for two, iPads and Gift cards
▪ Also held charity auctions to support women oriented charities
▪ eBay’s Facebook page also gives information about charity initiatives undertaken
Initiative
▪ Received about 9 mn entries via Twitter and generated a more than two-fold increase in eBay Facebook fans
▪ “We saw incredible engagement from our community with this campaign, as so many people wanted to honor their mothers”
– Richelle Parham (Chief Marketing Officer)
Impact
SOURCE: Press Release, Company Website
Case Example 2E-bay’s ‘Every Mom’s a Hero’ program drove user engagement
21
▪ Users can use DeltaAssist to inquire about travel plans and flight booking
▪ Options to leave compliments, post concerns, inquire about luggage and fill in feedback forms
▪ Delta ticket counter on Facebook lets customers book tickets, check flight miles, check-in and see flight status
Initiative
▪ Nearly 90,000 mentions of DeltaAssist on Twitter▪ Over 60,000 out bound tweets from @DeltaAssist▪ Has ~200,000 ‘likes’ on the Facebook page and
~30,000 followers on Twitter
Impact
SOURCE: Press Release, Company Website
Case Example 3Delta Airlines uses DeltaAssist on Facebook and Twitter to provide customer support