P&G, the world’s largest advertisers (TV & Print), is turning attention majorly towards digital. In the recently conducted event “Signal P&G”, the who’s who of the digital world descended in Cincinnati, the world head quarters of the consumer goods giant.
Here are some important comments made by some very influential people!
1. “Today is not about digital marketing; it’s about brand building in a digital world” – Mark Pritchard – Global Marketing & Brand Building Officer, P&G. If we view social media as just a lead generation channel in the short term, we might be missing the point. Social media is for branding which eventually leads to lead generation!
2. “This kind of first-hand investment, that people can see, helps them understand how deeply committed the management team is to social media.” — Twitter CEO Dick Costolo
3. “The openness and transparency with which the team from Procter & Gamble is approaching this … speaks volumes to me.” – Facebook VP David Fischer
4. “P&G’s eagerness to get into digital in a way that actually can pull them into a deeper relationship with their customers on a 1-to-1 basis is something you don’t find at a whole lot of CPG companies.” – Yahoo! Chief Product Officer Blake Irving
Quite insightful comments from the experts in social media and great to see the likes of P&G laying emphasis on social media!
Samsung Mobile (India) was recently voted the top brand in social media for 2011. Following Samsung Mobiles are the likes of Ford, Maruti Suzuki, Nike, Flipkart, Mahindra & Mahindra and a few others. Noteworthy is the fact that Sony Ericsson is at #10 and Nokia is at #13 (the only mobile phone brands to feature in the list). No Blackberry, no iPhone! With over 1.2 million fans on their official facebook page and active engagement Samsung has quite a lead. Probably, Blackberry and iPhone’s India social strategy teams still have ground to cover, and we hope that they get cracking pretty quickly! :)
Team GenY Medium attempts to put a structure to what is perhaps working for Samsung, giving examples, snippets & snapshots where necessary to illustrate the salient points. There are 6 main points worth discussing.
1. Daily engagement is key
Its like communicating with your spouse or partner is very important to keep the relationship going strong. How many times have you heard about “long distance” relationships not working out? Continuity in engagement is important. Samsung’s 2-3 posts every day (all meaningful) seems to be the right frequency for its audience. Announcing new models, new apps for mobiles, initiatives etc. .. or just celebrating awards and recognition – Samsung’s doing it all!
2. Announcing all new introductions
Whether it be a new Samsung series, a new model, new games in the Samsung app store – the audience could and should be told. Unlike expensive commercial TV ads, this is cheap and the execution can be done in an office corner and a camera phone. Telling the news when it happens makes a lot of difference – it spreads the buzz immediately and feedback pours in the form of comments. Invaluable data can be collected to measure adoption of the new introduction – it is quick, steady or slow? Below are a few examples of how Samsung has introduced new features:
3. Use Social Media Research through meaningful polls
What do the consumer want? Did they like what we did with the latest model? What new designs could we work on? Social platform based polls can lead to thousands of answers without spending a penny. Samsung seems to have used it well. Here are a few examples:
4. Viral – Short and witty
The latest video on Holi – the festival of colors is one of the examples. There is another one on Samsung’s Window’s phone - one which has literally been made in the office corner with a camera phone it seems!
5. Targetted campaigns for a particular consumer segment
There are specific campaigns on the facebook platforms for specific consumer segments. In Samsung’s case a recent campaign focuses on one of the larger, growing segment: College students. The campaign is aptly named “The Smart Champ College.” Cost of the campaign is just 30 Laptops!
6. Crowd Generated Ideas
How would you like your campaigns to be done by your consumers? Social media allows that and there are many advantages: You learn to speak the language consumers understand – directly from them! Its relevant and its cheap. More importantly, consumers are engaged with the brand in the exercise. Too many birds in one shot, don’t you think? Here’s a recent example of how Samsung went about getting names suggestions for its Windows’ phone!
Samsung does that in style – Apart from changing its mast for Holi and doing a viral (see above), here is how it enjoyed Valentine’s day. Further below is how it announced its winning some prestigious awards.
8. Corporate Social Responsibility
The last noteworthy point is how Samsung Mobiles have used the social platform to announce its corporate social responsibility program – Every Samsung Galaxy Note sold equals a notebook contributed to poor students in India. See the connect?
Team GenY Medium will present (or re-present) some examples of companies who have used social media to their advantage. One such recent incident is from the beleaguered Airlines Industry in India. Selection of routes, cities, connections etc. is an involved optimization task. How does an airline estimate which routes to pick and which to leave.
Well, given the overlap of airline travellers and their propensity to use Internet actively, monitoring online activity of consumers can lead to cues and potent data. A group on facebook named “We want a working airport at Surat” which boasts of over 2000 members have been posting, blogging and commenting on the need for more connections from Surat. Seeing this consistent and growing demand on facebook, SpiceJet has decided to connect Surat with Mumbai, Delhi and Mangalore. Is this an emotional response? Unlikely because of 2 reasons.
First, all airlines are now thinking beyond the larger cities to Tier II cities. Surat is the second fastest growing city in India after Ghaziabad and is an important city in the fastest growing state in India (Gujarat). Data from social media networks such as facebook in combination with these macro factors make a very strong business case for selection of Surat in the list of cities connected by SpiceJet.
SpiceJet’s facebook page has over 300,000 fans and is a very active one – allowing users to discuss, comment and also book tickets. Better analytics, consumer demand understanding can lead to better prediction of load factors which today is the single biggest driver of profitability and sustainability for airlines. GenY Medium believes that digital media research and analytics is an important tool in the hands of marketeers as well as strategy folks to bring offerings more relevant to the consumers.