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A case study on how social media was used to increase awareness for a cause - the Marico Innovation Foundation. See how using social media, entries to the Awards, increased by a whopping 75%!
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Marico Innovation FoundationA Social Media Marketing Case Study
Background
Marico Innovation Foundation was created in March 2003 under the stewardship of Dr. Ramesh Mashelkar
The Foundation’s Mission is to Fuel Innovation in India
Instituted the annual Innovation for India Awards in the year 2006
Objectives of the Campaign
Create awareness for Innovation for India Awards
Encourage entrepreneurs – business & social - to send in entries for the 2010 edition of the Awards
Share innovations of past winners and encourage other innovators to share their innovations through the Awards
Enhance overall online visibility for Marico Innovation Foundation
Our Plan
What did we do?
Where did we talk about it?
How did Influencer Engagement Help?
Influencers played a key role in the success of this campaign
Helped increase the credibility for the Foundation
Helped us reach out to the right audience through their circle of influence
Influencer Engagement
What did we do?
– Identified relevant influencers across various social media platforms including bloggers and community owners
– Engaged with them and informed them about the Awards
– Encouraged them to write about the Awards and the Foundation
Reached out to over 6500 people
And the Result…
Coverage on Blogs
Coverage on Blogs
Online Directory Listings
What did we do?
– Created social media releases on:• Marico Innovation Foundation Invites entries for
Innovation for India Awards 2010• Last date of submitting entries for Innovation for India
Awards 2010 extended to end of Oct 2009
– Identified relevant directories
– Published social media releases in over 25 online news sites
Coverage on News Sites
Coverage on News Sites
Videos
What did we do?
– Developed brief videos giving an overview of the Foundation and the Awards
– Provided details of participating in the Awards on the videos
– Shared the video on multiple video sharing sites like: • You Tube• Metacafe• Rediffishare• Daily Motion
Sharing clips on video sharing sites
What did we do?
– Initiated and participated in conversations in relevant Communities like:
• Young Entrepreneur (Orkut)• Innovation Everywhere (Orkut)• Innovation(Facebook)• Change India (Facebook)
Social Networking Sites
Reached out to over 80,000 people over 43 communities
And the Result…
Seeding on Social Networking sites
On ORKUT
Seeding on Social Networking sites On
Seeding on Social Networking sites
On FACEBOOK
What did we do?– Created and uploaded three exciting case studies of the past winners of
Innovation for India Awards:
Sharing Case studies on Document Sharing Sites
Received over 1300 views in just 2 months!
And the Result…
Slide share Channel: http://www.slideshare.net/innovationindia
/
Using Twitter for Innovation Awards
Twitter Handle: http://twitter.com/InnovationIndia/
Tweeting about the Awards!
People wrote to us
The Results
Results
Total contacts over 90,000
Dramatic Increase in number of hits to the site since the Social
Media Marketing Campaign kicked off in August 2009
Total no. of Hits received by MIF Websites!
285% Increase in number of unique visitors to the site since
August 2009
Total no. of Unique Visitors stopped over
Growth in avg. unique visitors for the MIF Website - 357%!
Avg. Unique Visitors
The increase in avg. page views is 342% after the SMM Campaign
was started in August, 2009
Avg. Hits received on the site
And most importantly…
Increase in no. of entries
Last year Foundation invested in ATL which garnered 206 entries.
This year, by leveraging social media alone, the Foundation saw a
75% increase in number of entries!
Thanks…www.windchimes.co.in