IIFL Social Media Strategy for 2014 - 2015

Vision: On social media platforms IIFL should have the maximum share of voice viz-a- viz its competition when it comes to trading business.

Looking at the political scenario, the advent of Modi government and the economic conditions improving overall it was time to give more voice to the trading business. Technology wise as well, India had become ‘net savvy or ‘Facebook and Twitter Savvy’ to be precise.

The middle age group (35+) had also taken up Facebook and/or twitter as communication tool. However they were still adverse to do any transactions online

Also there was a new crop of users mainly 27-35 who had yet to see Stock Market in full bloom and they were eager to now start investing in stock market. These new crop of individuals were net savvy (use to online shopping) but did not typically know how the stock market functions.

Keeping in mind all the above factors we developed the following strategy on social media to market our trading business

Educate

Since our TG was bifurcated between 27 - 35 and 35 + and both needed separate teachings, we developed our content in such a way that both section was catered to.

Activities Done / Content Pegs

For 35+ We used content pieces from our book Flame Mantra which had real life inference to educate them the safe way to do online transactions

For our younger audience we had developed an Ebook - Honey, I Didn’t Shrink Our Money… To educate them about stock market and how to overall manage finances

Inform

The next phase was important as we needed users to think of IIFL when they decide to take the plunge in trading. Offline there were series of Investor Meets conducted to show our strength in Research, we promoted that on social media as well. However it was difficult to conduct the same meet online. We then charted out a new plan that would enable users to ask all their queries at decided time once a month. This was called Twitter chat with Research team of IIFL. Along with it we conducted Twitter chats with Amar Ambani as well.

While this plan was rolling out on Twitter, we created series of updates on Facebook which spoke about benefits of trading with IIFL. During this time there was one ET article of Dec 2013 which was hurting our SEO tremendously. As this article spoke about IIFL planning to shut down the brokerage house. To counter this we took the following measures.

We did paid promotion of an interview where Mr. Venkat had been quoted saying brokerage is going to be our key focus hence forth.

We also got in touch with an influential financial blogger to update his story which was linked to the ET article , boosting its SEO.

Engage

It was time to take the users to next phase, Social Media as a platform allows us to have conversation with out target audience and we set about doing the same in the following manner. We encouraged users to write to us on Facebook if they faced any issues. We also encouraged users to test their knowledge of stock market by participating in quizes.

Promote The entire built up on social media of educating, informing and engaging users was so that they can take an informed decision to start trading in stock market and choose IIFL as their brokers. However to ensure the same we did series of paid promotion (Lead Generation on Facebook) which highlighted the following facts which would compel them to reach out to us.

1. Best Research Team - Won Zee Business Award 2. Lightening fast customer service3. Trade online anytime anywhere

The culmination of the 2014-2015 social media strategy came with a big bang in form of #BolIndiaBol Campaign on Facebook and Twitter during the Budget 2015.

This campaign had all the above mentioned strategy points:-

Education - We educated the users what is budget and why it’s importantInform - We informed users of what is expected out of the budget Engage - We engaged users by asking them their expectations from the Budget 2015Promote - We subtly promoted our trading business by saying how the budget will impact the stock markets and now is the right time to invest.

The above strategy worked and our vision was accomplished!

----------------------------------------------Thank You!------------------------------------------------