Text of Alto K10 - Social Media Activation Case Study
MarutiSuzuki AltoK10 Social Media Activation (Aug10-Mar11)
Table of Contents Objective Before Current Scenario Social Media Launch Our Initiatives on Social Networks Quick Stats Campaigns
Objective The objective was to leverage Social Media to launch, promote and engage the TG with Maruti Alto K10 by giving it a human face through social networks Facebook We wanted to build an interactive community for Maruti AltoK10 to share brand messages and listen to fans feedback and queries. To tap into the members and ensure them of a good conversation; a direct connect with the TG. Brand Monitoring and Showcase Maruti Alto K10 as the car for the young generation. You Tube We wanted to leverage the power of video sharing and community building. And as a result, created an official channel for Alto K10 on YouTube to get interaction. Twitter We wanted to reach all those prospects who can be loyal followers to the all new Maruti Alto K10. The objective was to do Real Time Monitoring of Alto K10 Sentiments and Responding to followers queries.
Social Media Launch The 3-Day Saga (Facebook, Twitter, You Tube, Blogs)
3000+ Fans witnessed the LIVE LAUNCH 350+ Updates & Conversations
3000+ Fans witnessed the LIVE LAUNCH 350+ Updates & Conversations 100+ Tweets during the LAUNCH period Reaching to 40000+ Tweeples
3000+ Fans witnessed the LIVE LAUNCH 350+ Updates & Conversations 100+ Tweets during the LAUNCH period Reaching to 40000+ Tweeples 9000+ Views of the Teaser Video Ranked 38 in the most subscribed channel
3000+ Fans witnessed the LIVE LAUNCH 350+ Updates & Conversations 100+ Tweets during the LAUNCH period Reaching to 40000+ Tweeples Special Invitation to Automobile Bloggers to cover the Launch Event Top 20 Auto Blogs covered the Launch 9000+ Views of the Teaser Video Ranked 38 in the most subscribed channel
ORM Activities (Facebook, Twitter, You Tube)
Our Initiatives on Social Networks Product Updates Fan Engagement Query Handling Track Feedback & Suggestions Contests/Campaigns
Our Initiatives on Social Networks Product Updates Updates on various Alto K10 Features, K Series Engine, News Shares, Blog Reviews, etc.
Our Initiatives on Social Networks Updates on Tips Shared Safety Tips, Car Maintenance Tips and Driving Tips with Fans and Followers
Our Initiatives on Social Networks Fan Engagement Engaging fans in various interesting conversations around Alto K10, Automobile Industry, Driving, Weekend Plans, Bollywood Movies, Current Events, Festivals, etc.
Our Initiatives on Social Networks Query Handling Real Time Listening & Responding to the Fans/Followers Queries on Facebook and Twitter
Our Initiatives on Social Networks Tracking Feedback & Suggestions Fans/Followers suggestions for the car were monitored and recorded for the consideration of Alto K10 Product team
Our Initiatives on Social Networks Contests/Campaigns Run Campaigns relevant to create more buzz and Build and Engage more fans/followers on Facebook and Twitter handles.
The Growth Graph Navratri Campaign + I LIKE IT Campaign Engagement Activity Launch Activity 130500 Fans/ Followers 129009 Fans/ Followers 118928 Fans/ Followers 104666 Fans/ Followers 91700 Fans/ Followers 68000 Fans/ Followers 39500 Fans/ Followers 21500 Fans/ Followers
The Social Media Efforts drove 2% of Alto K10 Sales by Sep. 2010 More than 790 buyers had engaged with us through our Facebook page so far
Sentiments Challenge: Post Social Media Launch, we wanted to leverage the social media platforms and continue our engagement with fans generating Positive sentiments. Result: Continuous engagement via Well Defined Content Strategy and Campaigns led to increase in Positive Sentiments.
Interaction Challenge: Leverage Facebook, Twitter and You Tube as an effective medium to reach out to our TG and set up a direct communication channel. Result: Fans got a single point medium to speak their mind where they could converge their thoughts about AltoK10 while Maruti got a channel to respond to each one of them directly.
Fans Continuous rise in Facebook Fan Count due to our consistent efforts to grow the community and engage them in relevant conversations
More than 10 Million Post Views recorded till March11 on Facebook
Twitter Followers Following relevant people from Automobile Domain, Car Bloggers, etc. to engage them in meaningful conversations and build an authority for Alto K10 has resulted in, 1650+ Quality Followers for Alto K10 Handle with our consistent efforts on Real Time Responding to Queries
You Tube Views AltoK10 launched in the month of Aug 58600+ Video Views; 28 Subscribers till date
Foursquare Initiative Tap all the Maruti Service Centres and Dealers to provide easy access for Maruti Owners Make MARUTI SUZUKI Omnipresent through virtual check-ins and tips Tap all the Maruti Service Centres and Dealers to provide easy access for Maruti Owners Make MARUTI SUZUKI Omnipresent through virtual check-ins and tips As and when any user checks-in on these locations, he will see a Maruti Suzuki Tip A Great Way to Publicize and Be Present Everywhere As and when any user checks-in on these locations, he will see a Maruti Suzuki Tip A Great Way to Publicize and Be Present Everywhere
Contests/Campaigns Participation NAVRATRI Campaign I LIKE ALTO K10 Campaign Show Off your AltoK10
NAVRATRI Campaign Was a Huge Success Captured the festive mood right ON SPOT! Saw a whooping participation from fans 350000+ Post Views 2500+ Fan Participation 18% increase in Fan Count during the 9 Day Period
I LIKE ALTOK10 Campaign 3000+ Users 1150+ Unique Testimonials submitted A spurt in Positive Comments on Wall Increase in Engagement by Existing Buyers of Alto K10 via Posts, Comments and Photo Uploads Rise in number of Potential Buyers
Show Off your Alto K10 We started a campaign where we used our Fan Pictures and re-used them with interesting thoughts and captions. This helped us to: Acknowledge our Alto K10 Community Generate a lot of interactions from fans Encourage fellow members of the community to post their Alto K10 pictures on the wall
Thank You email@example.com 9811396858 http://www.facebook.com/mediaredefined http://twitter.com/mediaredefined