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  • Learnings From Handling Social Media Products For The Indian Market: An Internet Marketer's POV

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    Rohit Varma
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    Presentation made by me at Startup Saturday,Mumbai, a forum for entrepreneurs and would-be entrepreneurs, on Nov 13,2010. Draws on my experience of the Indian Internet market. I suggest 4 things a social media marketer needs to get right to suceed in the Indian market.

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    Learnings From Handling Social Media Products for the Indian Market : An Internet Marketer's POV

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    Presentation made by me at Startup Saturday,Mumbai, a forum for entrepreneurs and would-be entrepreneurs, on Nov 13,2010. Draws on my experience of the Indian Internet market. I suggest 4 things a social media marketer needs to get right to suceed in the Indian market.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    205 views18 pages

    Learnings From Handling Social Media Products For The Indian Market: An Internet Marketer's POV

    Uploaded by

    Rohit Varma
    Presentation made by me at Startup Saturday,Mumbai, a forum for entrepreneurs and would-be entrepreneurs, on Nov 13,2010. Draws on my experience of the Indian Internet market. I suggest 4 things a social media marketer needs to get right to suceed in the Indian market.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 18

    Learnings from handling

    social media products


    for the Indian market:
    An Internet marketerƞs POV
    Rohit Varma
    Startup Saturday, Mumbai
    Nov 13, 2010

    ||| |||||||||||||||||||||||||||||||||| ||||


    rohit@interskale.in @rohitvarma
    Lessons from ..

    x  x 
    ˜re 1999 FMCG marketer
    1999-2005 Head of Marketing,
    Rediff.com
    2006-07 CEO, Yo4Ya.com
    2007-10 Head, in-house digital arm,
    Aptech
    Sep 2010 on.. Founder, Interskale Digital
    Marketing and Consulting

    ||| |||||||||||||||||||||||||||||||||| ||||


    Succeeding with social media
    For any brand / product, the social media marketing
    task =
    - Getting sign-ups
    - Getting users to Ɲconsumeƞ content
    - Getting them create content too

    in sufficiently large numbers

    ||| |||||||||||||||||||||||||||||||||| ||||


    Rediff Matchmaker (2003)

    Learnings :
     Users not logging in
    regularly to search for
    profiles : so we sent
    profiles by mail.

     ƝReachƞ is an issue in any


    media, including Internet
    and social media. Reach
    your user first !

    ||| |||||||||||||||||||||||||||||||||| ||||


    Leading Social Networking sites (as
    of 2005) : sign-up strategies
      
     
    
        
    Learnings :
    ëRKUT Invite only Winner  Social networks which
    MIXI Invite only Winner restricted access, thereby
    (Japan) building Ɲtrustƞ, have won.
    CYWëRLD Authenticate Winner
    (Korea) with national
    ID number
     Indian society is even more
    heterogenous. The need
    for ensuring trust in social
    FACEBëëK .edu address Winner
    apps may be even greater
    MY S˜ CE Tom (friend) Loser
    here.

    ||| |||||||||||||||||||||||||||||||||| ||||


    Yo4Ya.com : Social networking for
    Indian youngsters (2006)
    Learnings :
     ƠInvite-onlyơ site => took
    time to ramp up.
    Building trust can be
    expensive.

     Strong interest by NRIs.


    Despite zero targeting,
    20% users were NRIs.
    You never know where
    your user segment with
    great interest exists.
    ||| |||||||||||||||||||||||||||||||||| ||||
    rena nimation Facebook page (2010)

     rena nimation is a brand


    of education company
    ptech

    Facebook page a success


    with 7000+ student fans in
    few weeks

    Learnings
     Users (students) are passionate about animation, want to
    showcase their portfolio (Interest)
     Faculty and staff volunteered to answer questions on FB
    page (Content contribution)

    ||| |||||||||||||||||||||||||||||||||| ||||


    LinkedIn (2010)
    Learnings
     LinkedIn a success in
    getting candidates.
    Why ?

    ˜roduct has built-in trust,


    Has reach among an
    interested audience ( 5
    million career seekers in
    India),and is now
    increasingly augmented by
    usersƞ content

    
    ||| |||||||||||||||||||||||||||||||||| ||||
    Whatƞs needed to succeed in social
    media.. the examples so far

    Î Î ërkut, Mixi, Cyworld, MySpace,


    Facebook, Yo4Ya
     Rediff Matchmaker
    Î Î rena Facebook pages, Yo4Ya

    
    ÎÎ
    Î Î
     rena nimation faculty contribution

    —  — 


            
      
     m  

    ||| |||||||||||||||||||||||||||||||||| ||||


    Reach, interest
    and content contribution..
    letƞs delve in a little more

    ||| |||||||||||||||||||||||||||||||||| ||||


     .. a key social media marketing
    task is getting reach°but..
    - ënly 1 in 60 Indians are on Facebook.

    - 3 of 5 Indian Internet users not on FB & may never* be

    - Not all social media users are active


    (e.g. 40% Twitter users had not tweeted even once**)

    => 1st do your maths on what social media reach you can get

    * Lower SEC, poor English skills

    **ëf 107 million users globally - May Ɲ10


    ||| |||||||||||||||||||||||||||||||||| ||||
    Getting reach in social media a challenge
    for the big boys too :
    Fortune 100 company study*
    % with Twitter account = 65%

    % with Facebook account = 54%

    vg. followers = 1489

    vg. FB fans = 40,884

    * Recent Burston- Marsteller study


    ||| |||||||||||||||||||||||||||||||||| ||||
     : Getting users interested
    in your brand a challenge
    - Managing social media is an editorial skill. Do you
    have it or can you acquire it ?

    - ˜eople, social media users are time starved. If you


    can, target only your
    - most involved existing customers &
    - potentially most enthusiastic non-customers.

    Do not target random non-customers

    ||| |||||||||||||||||||||||||||||||||| ||||


      keeps social
    media healthy ..
    - User-generated content (comments, posts, tweets..) is
    what creates the interest

    - But, in India, users not creating enough content*.


    Why ? Could be a cultural thing, we are not accustomed to
    writing nor good at English grammar

    =>Make content creation simple e.g. let users


    - choose between choices
    - click on buttons
    - send you SMS..
    *E.g. India one of poorest countries in You Tube videos creation on a
    ||| per Internet user basis(informal chat with Google India
    |||||||||||||||||||||||||||||||||| ||||team)
    Social media : killer apps for India ?

    Can mobile photos, music, video (shared) be the


    next killer apps for the Indian Internet market ?

    (One can show that Trust, Reach, Interest, Content


    creation is not a problem for above appsƦ this is
    actually a separate topic altogether ƒr

    ||| |||||||||||||||||||||||||||||||||| ||||


    Succeeding with social media
    - Î - accumulate sufficient trust capital

    - R - first get reach among a core audience

    - I - make sure your Î  keenly intereted

    - C ƛ make content creation a breeze

    ||| |||||||||||||||||||||||||||||||||| ||||


    Succeeding with social media..
    dont miss a trick
    - Î - accumulate ufficient trut capital

    - R - firt get reach among a core audience

    - I - make ure your Î  keenly intereted

    - C ƛ make content creation a breeze

    - K - you may alo call the K guy ƒ (contact info on next


    lider
    ||| |||||||||||||||||||||||||||||||||| ||||
    ÎH NKS

    Rohit Varma

    rohit@interskale.in
    @rohitvarma
    http://marketerskaleidoscope.com
    linkedin.com/in/rohitvarma

    ||| |||||||||||||||||||||||||||||||||| ||||

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