LEVERAGING SOCIAL MEDIA FOR

Ecommerce Portals/Marketplace

AN INSIGHT INTO DIGITAL MARKETING

Let’s look into the future for Digital Marketing

television

computer

phone

tablet

I

Source: The Australian Online Consumer Report, Nielsen 2012

A Typical Modern Household Today!

SOCIAL BEHAVIOUR OF INDIANS

65% of all Indian netizens are

on Facebook i.e approx 100

Million. No 2nd in the world.

18 Million Indians are active on

Twitter. India has the 4th largest

base of Twitteratis.

26 Mn Indians have a LinkedIn

profile. That’s the 2nd highest in the

world.

55+ Million unique visits in a

month with a reach of almost

36% of Indian online

population

20 Million unique visits in a month

which majorly from India and US.

Goals

• Connect with more prospects

• Initiate new products & services

• Increase visitors through online conversions

• Increase leads from Social Media

• Increase referrals from through

word of mouth online and

positive reviews on online forums

• Improve new buyers

experience and satisfaction

Strategy

• Engage prospects in

conversation

• Build a co-creation

environment

• Provide tools for easy

sharing to fans

• Become a resource of

information and products

SOCIAL MEDIA OVERVIEW

SOCIAL MEDIA STRATEGY

• Boost the Content, frequency and management of the pageFacebook

• More participation in the form of updates, links, notifications, products and technologyTwitter

• Extensive discussion forums participation for brand specific promotion.Blog/ Forum

• Update about the campaign, incentives, events and regular notifications about brand and it’s objectivesLinkedIn

• Promoting G+ page and updating it regularly with interesting relevant content and adding G+ badge on the websiteGoogle+

• Videos of products, testimonials, company insights and shopping experience of our customers. YouTube

• To leverage the popularity of these sites in improving branding for Marketplace/EcommecePinterest/ Instagram

Shifting Gears for Official Brand Presence.

SOCIAL EDITORIAL PROCESS

Updates Projects Campaigns

Objective Maintaining relations in

a frequent manner

Mid to long-term

realization of objectives

Short-term realization

of objectives

Duration continuous 1-3 weeks Avg. 1 month

Frequency of new

content creation

High (almost daily) High: during the project

new content is shared

almost continuously

Low: the same content

is used repeatedly

throughout the

campaign

Intensity Low Average High

Media Pressure low Average High

Target Group New Fans Regular Fans Repetition

Media Choice Social networks Social networks and

Forums

All online channels

including video sites

Type of content Formal and informal

‘did-you-knows’, news,

a glimpse from new

products, industry

news, updates,

notifications, reviews.

Content in function of

project objectives like

events, shopping

experience, pricing

brand campaign.

Commercial content,

brand campaign

contests, cause etc.

Engaging Fans on Social Platforms

Twitter

Quora

LinkedIn

YouTube

Facebook

Engaging people in conversations and establishing a

connect with them

Forums

MARKETING OBJECTIVES

1. Building Awareness about brand

2. Building Visibility about shopping experience

3. Perception change in E-commerce space

4. Increase website visits & Sales

5. Online Reputation Management of Brand.

TARGET AUDIENCE

Social webWorking Professionals

College Goers

Homemakers

Typically have a LinkedIn account

Seek opinions & give suggestions

Interested in Financial/Business/Political news

Passively looking for Information

Have a strong influence on the final selection

Sharing Insights /opinions on buying experiebce

Consuming Information about products

Collaborating & building networks (kitty parties)

Member of various Forums (online & offline)

Thought Leadership in buying decisions

Typically are active on Facebook

Act as mentors and Guides with strong influence about fashion and lifestyle products

Seeking suggestions and guidance on ecom platforms

Sharing opinions and concerns about purchases

Talking about unmet needs online

Typically are active on FB , WhatsApp, Forums etc

New are platforms like Vine , Instagram & Pinterest etc

Website a Primary source of Information and to stay updated

- Facebook

- Twitter

- Foursquare

- Forums

- Instagram

How we should plan to reach them?

Students & Friends Working Professionals

- Press Releases

- LinkedIn

- Twitter

- Forums

- Instagram

Homemakers

- Facebook

- Pinterest

- Ads

Shifting Gears for Official Brand Presence Online.