Making your brand a preferred brand online

SEAGULL’S DIGITAL COMMUNITIES PROCESS

A process which involves 5 steps and 5 core strategies

to create strong digital communities around your brand

The 5 step process

Step 1: Defining our ObjectiveThis involves defining our digital marketing objective. Here we will answer what our objective is. It is related to:

•Innovation: Getting product/service suggestions, product differentiation, gaining customer insight•Marketing: Building brand image, leveraging brand awareness, reaching niche customers/hard to reach customers•Sales: Generating new leads, driving sales, greater efficiency in online sales, educating your market to grow it•Communication: Reputation and crisis management, improving product support, breaking through media clutter•Operations: Expanding global reach of your business, lowering customer service cost, increasing productivity

Step 2: Profiling & Assessment

In this step we:•Profile the customer with respect to age, income, gender, tastes, habits, likes, interests•Explore our customer’s relationship with technology•And assess the architecture and philosophy of our brand

Step 3: Strategy Selection: Applying AECCCAccording to our defined objective(s), we apply the required best strategy from our 5 core strategies, or a combination thereof.

ACCESS: Be present where your consumer is

ENGAGE: Become a source of valued content

CONNECT: Be a part of your customer’s conversation

McDonalds: Our Food. Your questions.

Giving consumers a platform to ask their questions and answering them in an engaging, informative manner.

COLLABORATE: Involve your customers and co-create with them

CUSTOMIZE: Adapt your offering to your customer’s needs

Step 4: Execution

Executed and supervised by Seagull for the mutually agreed time period

Execution also includes LIBEF and SOSHA

What does that mean?

LISTEN: Listen to conversations happening online, relevant to your keywords

BEFRIEND: Make your customer your friend

SOLVE: Solve their problems, queries, doubts

SHARE: Share information, valuable content with them

The case of Audi R8:• In 2011, a young lady names Joanne McCoy tweeted everyday using #WantanR8’• Luckily for her, Audi was listening, and responded by showing up at her Washington,

D.C. home with a brand-new sports car for the day• From there onwards, the company went on to share the love• So far, the hash tag has been used over 75,000 times since its inception, but that

number is expected to skyrocket

How successful brands LIBEF and SOSHA

Step 5: Measurement

Measuring impact of initiatives at defined time periodsTranslating objectives into metrics using various measurement methods including Google analytics, as and how required

Let’s look at a few case studies

of Digital Communities

Mont Vert Vesta Integrated campaignSmart objective: 3000 walk-ins over 6 monthsSolution: Goan Fiesta festival on-sitePromotion through integrated mediaResults: In just 2 days, achieved the smart objective of 3000 walk-ins in just 2 days and got 70 bookings on spot, much above our objective.Details of online activity: Created a robust online program, with contests, regular updates on the Goan Fiesta event, ads, emailers, and engaging posts and as a result increased online community size too.

Increased likes by having an on-ground lucky draw, for which participation was through likes

Mont Vert BelbrookIntegrated campaignSmart objective: 300 walk-ins over 2 weeksSolution: Doosra Chance to invest. Launch by Muttiah MuralitharanPromotion through integrated mediaResults: In the 2 weeks, we increased likes by 2500. We also get 200 enquiries through online initiativesDetails of online activity: Created a robust online program, with contests, regular updates on the off ground activities, emailers, and presence on relevant online portals

Maple Shelters

Success stories: Designed, created responsive website. Created online community, grew it from 65 to 5099 in just 3 months, carried out sustained ad activities well as engaged people online through various access, engage and connect initiatives.Enquiries: Generated 400+ enquiries in 2 months

Highlighting all the amenities of Aapla Ghar through engaging creative posts

First Home buyer’s guide – Blog on Maple’s website

P.N. Gadgil Jewellers Success stories: Total community size: 54906 (likes increased by 22516 in 4 months) Total engagement: 2,19,032In the first month itself, increased digital community size and engagement by more than 20% through various access, engage and connect initiatives

YOUTUBE:Total views: 12066 Estimated minutes watched: 14,477

www.facebook.com/pngjewellers Twitter handle: @pngjewellers

Mangalsutra Collection

Happy Marriage Moments campaign on Facebook

Happy Marriage Moments photo contest on Facebook

E-marriage album application on Facebook

Tola Ani Bola – Hadapsar store launch

Tola ani Bola contest on Facebook

Vivah Collection

Queen of Brides blog page: Tutorial blogs for brides-to-be

Banner ads on 1.Matrimonial websites (Bharatmatrimony-marathi matrimony, Simply marry)2.Fashion3.Wedding sites4.Women Blogs5.Recipe sites6.Other websites

Videos:1.Behind the scenes2.Soha becomes a bride3.24k question and answers with Saurabh & Toshita

Diamond Collection

Facebook posts

A Tale of TemptationCrowd sourcing story

Silver Gift articles

Contest on Facebook

Tag it. Gift it Send a virtual gift campaign on Facebook

Rakshabandhan Campaign

Product posts on Facebook

‘Tie not to Tie’ Facebook campaign

Rakshabandhan applicationsDesign your own rakhiWhacky gift box

SHO-LUV – A spoof of Sholay, where a Rakhi sets things right

Rakshabandhan banner adsOn online shopping portals (ebay, snapdeal, flipkart) Online movie bookingDirectoriesRakshabandhan websitesEvents sites (bookmyshow, yahoo, rediff)Other portals

Investment plan

PNG – Silvostyle (Retail Silver Jewellery)

Built Silvostyle online community and created online buzz. Grew community size from 0-4610 in just 4 months with various access, engage, connect initiatives including videos, contests, polls, posts. Also executed Facebook ads to increase brand awareness, familiarity and preference.

www.facebook.com/silvostyle @silvostyle

Silvostyle Quick Sale campaign

Some other

brands we’re

helping digitally

Sameer Desai- Managing Director 17 years of experience in advertising and promotions spanning brands like Greenlime, Health Fit, Jaihind, Mont Vert, Symbiosis, Oyster & Pearl, Venky’s, Bacardi, Amanora, Borosil, Novartis, Southern Comfort, IndSearch, Culligan Goodwater, Cummins and Pepsi

Ashish Mishra- Business Manager7 years of experience in digital marketing spanning brands like ICICI bank, Set India, Aditya birla group, Salman khan foundation, Tata mutual fund, Garware plyester ltd., Validys toys, Ad-mueseum, Airocide and Rica coffee

SEAGULL EXPERTISE

Vrinda Joglekar- Digital Strategist8 years of experience in advertising and promotions spanning brands like Amanora, Vittoria, Maple, PNG Jewellers, Greenlime, Health Fit, Mont Vert, Symbiosis, Oyster & Pearl, IndSearch, Goodwater.

Padmini Venugopal- Digital Strategist4 years of experience in advertising and promotions spanning brands like Pride Purple, Maple, PNG Jewellers, Jaihind, Mont Vert, Oyster & Pearl.

Smita Gumphalwar

Senior Web designer/developer

Shilpi SaraogiSenior Web

designer /developer

Vaishu PatelWeb designer

/developer

Neha Pandkar Digital Marketer

Tannishtha MotilalCopy writer

Anik ShethSocial Media Executive

So are you ready

to start building

communities?