Digital campaign of_my_grahak.com
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Organization: MyGrahak Shopping Online Ltd.
Social Media used:
Purpose: Brand Building and Brand Awareness
Communication Strategy
Build Brand Awareness
Educate consumers to upgrade to Online shops
Then redirect online shoppers to MyGrahak
And make them Brand Advocates.
Physical Store
Online Store
MyGrahak
Category Awareness Brand Awareness
MyGrahak Facebook Landing Page
MyGrahak Facebook Home Page
MyGrahak Facebook True Fan Contest
MyGrahak Facebook Best Holiday Moment Contest
MyGrahak Facebook Guess the Name of Baby B Contest
About the Platform: Facebook
It is really Big800+million users
Avg. FB user spend >11hours per month
Average user is connected to 80 community pages, groups and events
FB is overtaking Google and Yahoo in total time spent online
Harsh Facts
People are on facebook for themselves and not to promote your brand
96% of Fans never return to your Page
Brand
Challenges
Fickle Fans Low Engagement Limited Measurement
No Reputation
• Fans growth slow
•High attrition rate
• Fleeting conversations
•No performance metrics
•No influencer identification
•No user differentiation
Deep Engagement
Eager to Delight
Quick Response
How MyGrahak is meeting Challenges?
Deep Engagement
Using apps to generate compelling content.
Created a content Calendar • Content remains fresh
• Covers Following interests in a week
Funny Videos/Images
Office Jokes RecipesBlog ArticlesShopping
Tips
Quiz ContestsDelhi Events Information
Offers Products and
Service Promotion
About Google offering free website
Content
Fresh & Timely
Relevant
Informative
Engaging
Interesting Poll
Sharad Pawar Slap case
Kite Festival in Delhi
Deep Engagement…
Posting content under 80:20 rule
Brand Centric
Informative
Educational
Entertainment
80% 20%
Deep Engagement…
Customized landing pageIntriguing users to become a fan
Generate interactive content
Users MyGrahak
Two way dialogue
Quick Response
• Addressing fan queries, problems, issues with first priority.
• Turning negative experience of user into positive by immediately lending an ear and attending assuredly.
• Curating content.
Thumb Rule to not to loose MyGrahak fans
Eager to Delight
Fans are on a page for their own benefit and not for the page’s.
Thus something more in addition to wall posts always works as a boost to them.
Using gaming and contest mechanics
Recognizing top contributors
and rewarding their efforts
Improving buzz and let fans feel special
on being at a happening place
Branding
• Images posted on facebook are added with a Short tag mentioning –“Delivered by MyGrahak”.
• These images works as viral for the brand when shared/circulated on FB by MyGrahak fans.
Facebook Activities
• ContestsTrue Fan Contest
Concept: Be the most interactive Fan
And win exciting prizes
Duration: One week
Impact: 160 fans added in just 7 days
Facebook Activities
• ContestsTrue Fan Contest
Concept: Submit a pic of your best holiday moment and get it voted by your friends. Top 10 voted pics to win prizes
Duration: One Month
Impact: 600+ fans within a month
Facebook Activities
• ContestsGuess the name of Baby B
Concept: Guess the name of Baby and first 10 right guesses to win prizes.
Duration: 60 hours
Impact: Over 500 name suggestions
received
Facebook Activities…
• Freebies– Offering free wallpapers in various resolutions
Facebook Activities…
• Dedicated Zones– Fun Zone: Funny videos, pics, status, etc.
Facebook Activities…
• Dedicated Zones– Office Zone: Office humors and business and professional tips.
Facebook Activities…
• Dedicated Zones– Home Zone: Home tips, recipes, etc.
How to Reach the Customer
• Best method: via NewsfeedThough 96% fans never return to your page but you can definitely reach out to
their pages via regular news feeds.
90% Comments and likes come from newsfeed.
• Join other FB pages and be an active participant Works as back link.
• High Edge-RankHigher the edge-rank, more the visibility.
What is Edge-Rank?Edge-Rank: The content with the highest Edge-Rank score appears as “Top
News” in the News Feed filter.
MyGrahak posts includes Videos and Photos that helps it earn higher Edge-Rank
High Edge-Rank High Rank in News Feed Reaching to more FB users via fans
MyGrahak’s Avg. Edge-Rank: 11-18* MyGrahak’s Edge-Rank During Contest: 34
0-3 = below average.4-7 = average.7+ = above average.Scores above 20 are excellent.
Reach
• Reaching to 6762 fans regularly through News Feed
• Being present on News Feed, MyGrahak stands chance to reach among 1,648,169 peers of its 6762 fans.
A huge potential indeed.
How to tap this potential???
Fans6762
Friends of fan1,648,169
Reach via News Feed
1,648,169 Prospective Fans
Simply engaging existing Fans through likes, comments, tags and sharing and featuring in
their newsfeed thus reaching to this huge potential.
Aim is to reach across maximum Facebook users in below geographical priority
Delhi/NCR
India
World
Reached so far…
Already getting fans from the metros earmarked to be a part of Vision 2015 i.e. Mumbai, Chennai and Bengaluru.
Optimization
• Optimizing Content based on FB insights.
• Deciding Posting time/day/frequency/etc.
• Localizing content for more relevant responses
• Don’t be an admin, be a moderator Just catalyze discussions and keep the fans engaged to the page in one
way or the other. Don’t act bossy.
So we have reached here
Fans: 6762+Photos/Videos: 550+Post Views: 994,770+
…in past 11 months
• For fans MyGrahak has become:– Their monthly shopping partner
– Their fun friend with whom they interact everyday at anytime
– A platform where they share their views on various relevant topics.
• Increased traffic to website via facebook
• Quick interaction(Offers & Deals) - Quick response
Impact
Blog
Blog Post Sample 1
Blog Post Sample 2
Blog Post Sample 2
Blog stats
Blog url – www.gettingurbane.blogspot.com
Number of posts: Twenty
Members – Twenty
No. of Comments – Fifteen
Blog Activity
Reader’s Poll
Displaying ‘Offer Mailers’ – redirecting readers to MyGrahak website
Displaying MyGrahak Advantages
Slideshow of brand related pictures
Fun Zone – link to Facebook Activities, etc
Posts attached with images for enhanced appeal
Avg frequency of postings – One post in every 2 days
Blog Traffic Strategy Chart
Other Facebook Pages
MyGrahak Facebook Page
MyGrahak Blog Other Blogs
Introduce MG Blog – Other FB pages
Other blog members –participate in MG Blog
MG Blog – member of relevant blogs
FB Followers – Blog Members
MyGrahak LinkedIn Profile Page
MyGrahak LinkedIn Home Page
MyGrahak LinkedIn Connections
About the Platform
LinkedIn - world’s largest professional network on the Internet
with more than 135 million members in over 200 countries and
territories.
professionals are signing up to
join LinkedIn at a rate that is
faster than two new members
per second.
Corporate Networking
MyGrahak Connected to
60+ Companies
4000+ employees = Massive Reach
Leveraging Reach
Positioning MyGrahak services as an Employee Welfare Activity
Over 1800 LinkedIn members are using MyGrahak Services
Conversion
LinkedIn Push - SEO
LinkedIn – More reliable and authoritative on Google
Inserting keywords in Comments and posts
SERP (Search Engine Results Page) enhancement
Sharing
Knowledge
IdeasOpportunity
LinkedIn – MyGrahak Blog
Posting blog posts and links on LinkedIn
Low Cost activity
Synchronizing different mediums for common
goal
MyGrahak Twitter Home Page
MyGrahak Twitter Following
MyGrahak Twitter Comments
About the platform
Twitter - micro blogging world of MyGrahak
User generated content – Genuineness
Current Figures
Twitter Targets…
Information Channelization
Broadcast and Collection(Through Tweets)
Twitter Targets…
Image Building
Showcasing MyGrahak as a unique Business idea!
Twitter Targets…
Community Building
Using Twitter for instant and effective customer
care.
Exclusive offers for twitter community to promote retweets.
Twitter Targets
Sharing experiences
Offering platform to users to share personal
experiences.
Enhanced customer care
Impact
YouTube
YouTube Advantages
Offering audio visual experience to users.
Building living identity for online store
Demonstrating company functioning in detailed and interesting manner
MyGrahak – Corporate Film
Shopping advantages @ MyGrahak
Social Media Lessons to be learnt (by heart)
• Build Trust by personalizing interactions with human touchTrust
• There should be a human identity to whom users can approach.Human Identity
• FB strategy should be in sync with brand objectivesSynchronization
• FB is ultimately marketing the content and this should be simple and intuitiveContent
• Give Royal treatment to fansFans
• It’s a must, must and must….Moderation
PRSINational Awards
2011
Category:
Social Media for PR and Branding
November, 2011 | MyGrahak Shopping Online Limited
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