Social Media Club Mumbai

Speakers:

@amrita_kumar

@sm63

@harshilkaria

Attendees:

@sunitprkash

@prasoonk

@theunsocialguy

@dipti_b

@nirali_hingwala

@nishith23

@ranaderohan

@hemanshujain

@shreekantpawar

@PureWaste

@tejasjinturkar

@manishnk

@mulchand

@I_Moron

@riccu

@pratikgupta

@ideasmithy

@v1shalmenon

@rushabh69

@jsonm

@emoparade

@justlikecrap

@tarkeebipitaara

@shrutimnair

@social_junkei

@duiee

@cool_desire

@kryptonickaos

@dhiraj_salian

Partners:

@TheTastyTangles

@Foodkamood

Volunteers :

@si0007

@TracyDeSouza

@admads

@manveermalhi

@LavinM

@ankitagaba

@nash711

Cross posted from the Superchooha blog

Below are the meeting notes from last Saturday.  We had video too, trying to get that up soon.

General Notes
Participation was lower this week, not sure if that’s due to the holidays or what but we only had about 8 people (a far cry from the 25 we had a month ago). We decided we need to do more stuff. In our next meeting Jan 9th we will be launching a SMM campaign for … wait for it … SMC MUMBAI! We’ll discuss strategies to raise awareness about our group (now that we have some content and consistency across meetings) and try to set some goals (i.e. getting 30 people to the following meeting).

Twitter Discussion
Brands leverage twitter for the following reasons:

Research

• identifying evangelists / key advocates
• identifying biggest critics / attempt to reach out and convert
• tracking sentiment / buzz / what people are saying about your brand
• track keywords – retweeting – responding to tweets – introducing to product
• product feedback
• identifying trends in your industry
• finding out what people are saying about your competitors

Sales

• deals / offers / coupons
• @threadless – case study
  • give teasers
  • make retweetable content
  • combine with a contest
  • measure response – 4% conversion rate – record sales – 70k visitors from twitter
• accepting orders (restaurants / coffee)
  • twitter small business case studies
  • korean bbq
• micro transactions (tipjoy)

PR

• creating a buzz around new product launches / events
• announcements / new products / events
• sharing wins for the company
• promote blog posts / news updates
• loyalty / engagement (giving people a chance to interact)

Contests

• priyanka chopra – tell your favorite love story
• games (movies) – spymaster

One off campaign

• mad men example (characters from tv series dedicated accounts tweeting)

Customer service

• managing customer feedback / addressing complaints / customer service
  • kingfisher airlines – pretty good job
  • icici bank – sucks
  • cleartrip – not focused

Increasing reputation / authority

• individuals – @chrisbrogan
• b2b – @Wockhardthosp

Best Practices?

• Aggregating all employee tweets (a la twitter.zappos.com) – dangerous though promotes transparency
• Don’t just tweet about you / your product – Tweet about the industry / tangential (but still on brand and related) content
• Retweet other people / engage / answer questions / ask questions
• Listen before talking
• Show biographical information (photo, info) – don’t be a corporate
• keep tweets under 110 characters – so people can rt
• transparency – don’t move it offline – whatever you can – make public
• guykawasaki – repeats everything 4 times – for worldwide audience – 3rd tweet that gets the most traffic – is this a smart strategy?
• dont tweet all the time
• posting a link – add something to it – your opinion – not just post a headline and link

This past Saturday we had our fourth meeting of the Social Media Club – Mumbai.  We split the meeting into two parts: in the first half we discussed our content strategy (what sort of content do we want to produce and what tools do we want to use to promote it), in the latter half we looked at brands effectively leveraging Facebook (specifically Fan Pages, Applications and Connect).

SMCM Content Strategy:

What types of content do we want to produce:

• Case Studies and examples
• White papers
• Meeting Notes
• Photos from meetings / events
• Links to articles people are reading
• Jobs
• Static content (goals for the group / about us / etc…)
• Top 5 blog posts per week/month from other sites (in case you missed it…)
• Awards for other individuals / companies effectively leveraging SM

One thing we discussed is that there are very few resources on the Indian SM scene.  We could add tremendous value by publishing information about this geography.

What tools can we use:

• Blog – Previously we were using a Wordpress MU install with Buddypress.  This seemed to be filled with spam and the community features seemed unnecessary for now.  We’ve decided to scale back to a standard WP blog.
• Twitter – Not sure yet how we will leverage this… let’s leave this alone for now.
• Email – Slowly phase out of using email to Twitter/Blog
• Facebook Fan Page – Need to create a new fan page, assuming this will aggregate blog / twitter

Kicking off a whitepaper:

In order to get some street-cred we’d like to kick off a whitepaper: “Corporate Social Media Use in India” (we can come up with a snazzier name later).  We’d like everyone to submit links to great Indian social media examples on our fancy new wiki.  Next week we will pare down the list to the top 3/4 examples, come up with some conclusions (Indian SM is still nascent), put together an outline and ask for volunteers to contribute / edit.

Brands Using Facebook Effectively

Why should brands leverage FB:

• Tap into the 300mil users
• Get product feedback
• Show your human side
• Increase engagement / brand loyalty
• Entertain
• Customer Service
• Deals / promotions

Why use Facebook Fan pages:

• Get a fan once, push content out forever
• Engagement on fan pages (likes/comments) show up in news feed (viral!)
• Examples:
  • Coke – Empowering Evangelism
  • Victoria Secret – Blending Content and Advertising
  • Vitamin Water – Major advertisements lead directly to a FB fan page – is a corporate website necessary anymore?
  • 1-800-Flowers – Actually sells stuff (ecommerce storefront)

Facebook Applications / Appvertisements

• According to this report: appvertisements yields 6x more impressions then a traditional display advertisement campaigns.  Appevertisements also cost 78% less for 398% more users.
• Examples:
  • Nike Baller’s Network – Adds real value, let’s people find courts, great branding, create’s mindshare
  • Pizza Hut – Actually order pizzas
  • ZooZoos – Engagement, let people pick the concept for the next commercial
  • BurgerKing – Best App Ever!

Facebook Connect

• Allows you to create a Facebook Application outside of Facebook
• Single sign on
• Use users FB photo
• Publish content to your activity stream (viral)
• Invite people from Facebook to participate in activity
• Send email from Facebook on your behalf
• Examples:
  • Digg – posts you Digg are sent to your wall
  • Fight Club
  • Prototype

Next meeting (12/19) we will be doing a similar run through for Twitter.  See you then!

This past weekend we talked about measuring online reputation… check out the vids:

SMCMumbai1 from SMC Mumbai on Vimeo.

SMCMumbai2 from SMC Mumbai on Vimeo.