Facebook Marketing:The Indian Context

Freelancer,Social Media and Content Marketing

@mohapatrapratik

Pratik Mohapatra

• Social Media: Statistics India

• Engagement Tips

• Content Strategies

• Case Studies

Overview

Social Media: Current Statistics India

http://dsim.in/blog/why-digital-marketing-is-on-rise-in-india-lets-talk-numbers/

Evolving Consumer

Seek Share Save

• Affordable

• Actionable

• Word-of-Mouth• (-) Negative Voice

• Big Data• (-) Noise

Social Media Characteristics

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More numbers

Tablet Users

Mobile Internet Users

Social Media Users

Internet Users

1/120 1/101/13

1/6

950 MillionMobile Users in India

Engagement Tips:Facebook

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Brands rocking Facebook

• Make sure your website and social accounts are synced well - this keeps the visitor journey intact

• Find your magnet and use it effectively

• Fans should click link in your posts and engage on your site

• Highlight how-to videos, testimonials, behind-the-scenes content

Create value from Facebook presence

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• Use not-too-long, compelling content

• Content shouldn’t be promotional – anything that provides value to fans, is informative, productive, or humorous

• Encourage your fans to submit content (Contests/Testimonials)

• Use trending hashtags (#ThankYouSachin, #ALSIceBucketChallenge, etc.)

Content on Facebook

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Tools for Facebook

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• Buffer: Use for scheduling and sharing your posts. Combine its Analytics with Facebook’s, and you’ll get rich consumer data

• Canva: Make your visuals awesome• Google Analytics: Every brand’s primary online statistics tool• LikeAlyzer: This magic tool will give you a list of

recommendations with stats and insights• Infogr.am: Use to build catchy infographics• Compfight: Find creative commons images for your posts

Facebook Ads

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• CPC/CPM/optimized CPM – There is no unanimous choice. You need to test but for beginners, start with CPC first as its safe

• Optimize for CPA, everything else is secondary• Advertise for maximum direct response – you’re driving

traffic to somewhere else• But focus on organic growth first

Cases

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• That Pepsi Intern with Pepsi VIP Box became a huge aspirational attraction for IPL viewers

• The campaign #LIVEITABHI was also integrated with cricket series

• Uses Facebook Reach Block Ads to amplify TV ads• Pepsi teamed up with some of the popular soccer stars –

Lionel Messi, Sergio Ramos, David Luiz, etc. for an interactive campaign #FutbolNow with a message – “every one can be a hero.”

Pepsi India

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• Almost 20% of the Facebook users in India are fans

• When it reached 10 million fans, they created exclusive app which customizes a Zoozoo video for each of the fans

• They created ‘Happy To Help’ tab, which helps customers classify their queries and enables them to track their case on Facebook

• Recent campaign for IPL 2014, Vodafone Superfan, enables a Vodafone customer to choose a friend from his Facebook friends, and nominate him/her to be the Superfan

Vodafone Zoozoos

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• #TabBanking campaign resulted in huge increase of engagement

• Engagement rate = 2x Sector average• It shares world currency facts, puzzles and quiz, ICICI’s

offline activities, etc.• It leverages Facebook for Customer Service with a tab that

has all helpful information and customer care numbers.

ICICI Bank

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Thank You!

Pratik MohapatraConnect with me on Twitter: @mohapatrapratik