alto k10

Maruti Suzuki AltoK10

Social Media Activation(Aug’10-Mar’11)

Table of Contents

• Objective• Before – Current Scenario• Social Media Launch• Our Initiatives on Social Networks• Quick Stats• Campaigns

ObjectiveThe 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.

Before-Current ScenarioBefore

NO PRESENCE

Before-Current ScenarioCurrent

128800+ Fans

1650+ Followers

58600+ Views

Social Media Launch

The 3-Day Saga (Facebook, Twitter, You Tube, Blogs)

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





9000+ Views of the Teaser Video

Ranked 38 in the most subscribed channel

Special Invitation to Automobile Bloggers to cover the Launch Event

Top 20 Auto Blogs covered the Launch

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.


• Updates on Tips– Shared Safety Tips, Car Maintenance Tips and Driving Tips

with Fans and Followers


• Fan Engagement– Engaging fans in various interesting conversations around

Alto K10, Automobile Industry, Driving, Weekend Plans, Bollywood Movies, Current Events, Festivals, etc.


• Query Handling– Real Time Listening & Responding to the Fans/Followers

Queries on Facebook and Twitter


• Tracking Feedback & Suggestions– Fans/Followers suggestions for the car were monitored

and recorded for the consideration of Alto K10 Product team


• Contests/Campaigns– Run Campaigns relevant to create more buzz and Build and

Engage more fans/followers on Facebook and Twitter handles.

The Growth Graph

Aug Sep Oct Nov Dec Jan Feb Mar

21500 Fans/ Followers







Launch

Activity

Engagement

Activity

Navratri Campaign

+“I LIKE IT”Campaign


“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

Aug Sep Oct Nov Dec Jan Feb Mar0

20000

40000

60000

80000

100000

120000

140000

20200

38500

65500

89200102236

116500 127175128825

“More than 10 Million Post Views recorded till March’11 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

Aug Sep Oct Nov Dec Jan Feb Mar0

10000

20000

30000

40000

50000

60000

70000

3170036100

3900044250

47900

5150055400

58600

Foursquare Initiative

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

Tap all the Maruti Service Centres and Dealers to provide easy access for Maruti OwnersMake MARUTI SUZUKI Omnipresent through virtual check-ins and tips

Tap all the Maruti Service Centres and Dealers to provide easy access for Maruti OwnersMake 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

Contests/Campaigns Participation

NAVRATRI CampaignI 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 protected]

http://www.facebook.com/mediaredefined http://twitter.com/mediaredefined

mailto:[email protected]

http://www.facebook.com/mediaredefined

http://twitter.com/mediaredefined

alto k10 - social media activation case study

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