Archive for the ‘Social Media Marketing’ Category

A Social Learning Experience

Monday, July 16th, 2012

The use of social media in primary education has been debated over a lot by the likes of social media experts, teachers and parents in recent years. While traditionalists say that allowing children to access social networks in schools would distract them from the very purpose of discipline and education, some argue that there are unseen and unfelt benefits of the same for students which outweigh the risks.

We think, if used with care, established social media platforms could be leveraged to build schools reputation and can also, on a microscopic basis, provide a sound education to students through involvement of teachers and parents. Of course it goes without saying that all the activities that a student undertakes on the social platform is under a teacher/parent’s able guidance.

A new book

It is surprising that a platform as popular as Facebook has yet not been an active provider in the education sector. What is more surprising is the fact that there are host of features that a student can capitalize to broaden their knowledge base or simply assist them in the process of learning.

For instance, a class can be divided into groups based on interests, subjects, extra-curricular activities etc. and students could be provided with access to Facebook groups under the teacher’s guidance at school and the parents at home. The groups could turn out to be quite an ideal platform to share assignments, homework, ideas and learning within the members. It can also be used as a collaborative platform for project work and assignments.

Also, features such as notes can be used to come up with feature writing on a particular topic. Teachers can use the page to:

  • Upload questions
  • Do polls
  • Use photos to educate
  • Quizzes
  • Notes

On a broader level, a school can run its own page. This would be a more universal display of talent and activities happening in a school. Not just that, the Facebook page can be used innovatively to live stream events/lectures etc. to a whole set of audience anywhere in the world. This would give collaborative learning a whole new meaning. Schools can work together on global projects. World history, for example, would become so much more fun if students of a country would explain their country’s past to a logged in global audience.

School PostAlso, the page could be a true notice board for parents. If used properly and correctly, the page could be a source of information for parents to regularly log back to see the calendar of events of a school. Pinning important events and notice to the page can help them communicate the news effectively.

One opportunity lies in the Discussions tab on the Facebook Page. A school can create a discussion about a specific topic and allow members of the community to share their thoughts within the thread. Page admins can engage with parents to understand their concerns and help the school address those concerns.

Bringing education to life

Information that involves more senses is known to be absorbed in a whole lot better than that which involves just one. It is always easier for students to learn new things if they see and hear things at the same time.

YouTubeThis is where a platform like YouTube can come in very handy. Not a lot of people know that YouTube has a dedicated YouTube for school service. YouTube for Schools gives you access to the hundreds of thousands of educational videos on YouTube EDU. This includes short lessons from top teachers around the world, full courses from the world’s best universities, professional development from fellow educators, and inspiring videos from thought leaders.

Teachers can log in and watch any video, but students cannot log in and can only watch YouTube EDU videos and videos their school has added on their school channel. All comments and related videos are disabled and search is limited to YouTube EDU videos.

Teachers can now use YouTube videos to:

  • Enrich classroom lessons
  • Spark a conversation
  • Make theory come to life
  • Tap into the mind of the visual learner

The universal encyclopedia

The biggest collaborative knowledge pool that is out there on the internet, Wikipedia, is a constant source of updated information. Teachers along with students can jointly set up internal wikis where they can add, edit, create and develop a learning theme.

Furthermore, incentivizing it with shares, likes, comments on other platforms only gives a boost to a student’s moral. Needless to say, when learning can be this fun, more students would be actively engaged in learning and sharing knowledge.

Answering the inquisitive minds

The question and answer platform, Quora, serves as a repository and knowledge pool that’s there on the internet. It is strictly a place for those who need accurate answers to questions related to a specific subject. Could it appeal to the students in schools? It mostly definitely will, we add.

QuoraStudents can create boards on the basis of a group of batch mates with similar interest areas after inviting them to the forum. After this it is pretty much creating a ready pool of discussions, problems, solutions in most of the recognised streams.

The summary section lets an individual collate the important points from all the posted answer and write one perfect answer that can be used by students. It is almost like a collaborative construction of an answer to a question.

A lot of schools in India have already started using these platforms. MIT Vishwashanti Gurukul, Rajbaug, Pune is a good example of such a start. We would love to see more such initiatives. After all, of what use is technology if not used for the enrichment of the mind?

What do you think about usage of social media in schools? Do you think this could be a sound platform for improved education system? Share your views with us. We would love to hear from you.

Growing Facebook Interactions

Tuesday, July 10th, 2012

FG-LogoBrands on Facebook have always tried to increase their engagement levels so as to keep the audience of the page glued. Sports has, for ages, kept people glued to the television screen. From a late night football match to an early morning cricket contest, sports keeps people coming back for more.

Considering that the months of June, July and August are heavy on sports, Future Generali Life Insurance brought about a change in its communication plan on social media to leverage this opportunity.

With predominantly male audience on page that was hooked to French Open, Euro 2012, Wimbledon and now waiting for Olympics, Future Generali went sporty. Updates on FG’s Facebook page were crafted around major sports events and matches that were being played.spain -fg

The brand also launched a contest around sports called the ‘Friday Famous Faces’ that required the fans to identify a popular sporting personality. 3 winners each week stood a chance to win backpacks and other goodies. The brand garnered 90 fans in a span of just 3 days via the contest. Not bad, wouldn’t you say?

The communication plan also incorporated:

· Live tweeting during matches (@Future_Generali)

· Events stats on Facebook page

· Trivia about the events

 

 

 

 

fedex -fgTo drive home the message, the ‘Worry Not Wednesday’ updates served as a unique property where quick trivia and links were shared with the fans.

Avinash Janjire, Deputy General Manager – Brand & Corporate Communication at Future Generali India Life Insurance Company, adds “We wanted to break the clutter by creating share-worthy engagement around sports like Tennis, Football and Formula 1 which are gaining wide acceptance in a cricket crazy nation. The response we got was amazing. It only shows that if you give people interesting content it will have the viral affect, which is the biggest advantage of social media from a brand’s point of view.”

The result so far has been gratifying to say the least. Interaction on the page has jumped by 49% during the campaign. This is shear indication that people have liked the communication put out by the brand.

Also organic fan growth through these campaigns has been observed. 102 fans were added on the Facebook page. We believe that a brand has to be smart and willing to engage with its audience on topics that the audience wants to engage in. Future Generali showed a willingness to give people what it wanted. And thus, they are reaping the benefit of the same.

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Having said that, we would love to hear what you think about the above mentioned campaigns. How important do you think is engaging on current and relevant topics in order to increase interactions? Do share your views about the same.

The Facebook Ad Debate

Monday, July 2nd, 2012

Fb ADSWhen the Cannes Lions were being announced earlier this month, one campaign made for a very interesting watch. Not only because it was a well planned and executed campaign, as you would expect from any shortlisted campaign, but also for a very different reason.

Dove Ad Makeover campaign was a mission in driving home the brand’s key message, ‘Be your beautiful self.’ The route it took was interestingly different. Using Facebook Advertising APIs, it allowed users to make ads and then place them on the network.

The user, mainly female audience, was invited to create ads that spoke about being happy with the shape and size that one was in and then used these user generated ads to replace all the ads that were targeting insecurities such as overweight, breast size and skin tone.

In order to do this, Dove went all out and doubled the ad bid for keywords used by the insecurity targeting ads. The campaign enabled women to flood Facebook with the positive messages that they had created. The campaign provoked a global debate, fundamentally challenging how advertisers use online media.Dove Video Captioned

The campaign walked away with silver at Cannes, but more importantly left us wondering about the route brands should take – the route taken by Dove to invest heavily in Facebook ads or go the GM Motors USA way and pull out from it?

To give a brief idea about GM pull out, just before the Facebook IPO listing was due, GM withdrew $10 million worth of advertising revenue from Facebook. They stated that the ads were not working for them. Well, GM also stated that they may skip the super bowl, the biggest advertising platform in the American market. What one makes of it is something only GM can explain but one thing is for sure that GM is looking at every possible way of cutting it ad spends by $2 billion as it had stated. Facebook sadly could just be one of the channels to face the axe.

What also needs to be noted is that $10 million that GM pulled out was just a small amount from the $3 billion that it spends on overall advertising. In fact, GM spends $30 million alone of creating content and engagement on its Facebook pages.

So why would they say the ads were not working for them? Is it possible that they have not understood the idea of Facebook advertising for big brands?

This brings us back to the Dove campaign. Here is a brand that is ready to spend almost double of what its secondary competitors are spending on Facebook advertising to gain an advantage. And what drives them to doing this? Engagement.

Unlike GM, Dove is not looking to sell products through its campaigns. It wants to engage with its audience. It even wants to encourage co-creation of communication through its ad campaign. The platform was all about engagement and conversations. And Dove has just extended the same concept to its advertising on Facebook.

Quite possibly, GM has missed a trick. As great as it may be in its ad campaign on other platform, it seems they may have not understood the platform that is Facebook. And this in not just a plain statement. Compared to Ford, GM’s major competition, which has more than 10 million fans globally with 4 million supporting Mustang page alone, GM has just about 383,000 Likes with Chevrolet adding another 1.2 million.

Ford CaptionedLike Dove, Ford to has managed its Facebook operation with engagement as its basic idea. Speaking to Brain Solis, Scott Monty Ford’s Global Digital Communications stated that “Ford is accelerating our efforts in Facebook and other social platforms. It’s all down to execution. We’ve found Facebook ads to be very effective when strategically combined with engagement, great content and innovative ways of storytelling, rather than treating them as a straight media buy.”

The ‘Reveal’ campaign that Ford ran for its Explorer 2011 model, outperform a traditional Super Bowl advertisement for a fraction of the cost. This only leads to believing that if the understanding of the platform is arrived at before the launch of a campaign, great things can be achieved. Read here how different types of Facebook advertising campaigns can be created.

Many would still debate if GM is right or wrong in doing what it did. What many might not be looking at is did GM base its Facebook campaign on its learning from other campaign? And if so, is that the right way to go?

What do you think about it? Do share your thoughts and opinions with us.

Social Media Case Study: Pond’s Perfect Match

Saturday, June 30th, 2012

PONDS NEW LOGOAfter researching with over 20,000 genes, the Pond’s Institute identified a specific gene that significantly affects melanin production. Through this discovery, they created their most effective skin lightening formulation containing the revolutionary GenWhite™ formula. With so much work going in the product, the next challenge was to promote this product on social media platforms.

The idea that was identified was using the gene technology that the product uses to form a perfect match with your skin. This ‘Perfect Match’ concept was represented through Facebook applications and Twitter hash tag. A dedicated campaign featuring actor Rannvijay Singha was launched.

We share with you, how the application and the hash tag helped Pond’s India add 11,482 fans on its Facebook page and trend for almost 31 hours in India.

Do share your feedback with us. We would love to hear your opinion and thoughts about this campaign and in general as well.

A Social Getaway

Friday, June 8th, 2012

hotel-social-media-reviewproEnough has been said and written about how brands from across industries have taken to Social Media to have a greater acceptance in their audience’s mind. Needless to say, hotels and resorts from around the world have utilized this goldmine of a medium to grab their share of the pie too.

Here’s presenting some of the best award winning Social Media campaigns that have been carried out by these swanky establishments in the recent times.

Grand Geneva Resort:

Among many campaigns that were carried out by the Grand Geneva Resort, this one is particularly catchy. The resort launched a program where all marketing, advertising, PR and events were driven through Social Media. Some of the other campaigns that were promoted via Facebook are as under.

– A custom Facebook tab was created that allowed fans of the resort to print free lift ticket vouchers

– The Social Buzz: A tab that lets visitors read up on reviews from various online travel experts like tripadvisor, yelp, orbitz, etc. and the buzz generated by some of the esteemed guests

– Marcus Rewards: A tab that entitles the primary members to enroll for reward points by filling up a simple form and signing up for e-mails regarding discounts and updates

– Grand Geneva Ski: A tab that promotes one of their flagship services, skiing. Fans are encouraged to submit their photographs from the mountain top to be shared with all and call for making bookings for the same

– Fan Exclusive: A tab that informs fans of deals that they can avail on a timely basis

– Events: This tab is a ready reckoner of sorts for all events that are scheduled to take place at the property along with other handy details

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Facebook page ‘Events’ tab

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Facebook ‘Share the Skiing Experience’ tab

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Fan Offers on a dedicated tab

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Reviews tab

To push engagement, a series of videos were also posted on to Facebook and YouTube. For the ‘free lift ticket voucher’ campaign, the resort also won a 2010 PRSA paragon Award and was selected by Marcus Corporation as the company’s best social media program across 20 hotels.

Starwood Hotels and Resorts:

Starwood’s biggest brand, Sheraton gave away 2100 free nights at 86 new or newly renovated hotels in October 2009. Simultaneously, it also launched a whole new Social Media platform – ‘Sheraton Shared Moments’. Through various other existing social networks like Twitter, Facebook, Flickr, blogs and e-mail, users shared their travel experiences with friends and family and public to win a chance a holiday at a predetermined Sheraton property.

sheraton shared moments
Sheraton’s Shared Moments social networking site

Besides this, the iconic hotel group also has a ‘SPG- Starwood preferred guest’ as a dedicated campaign running on Facebook and Twitter that give away points to collect for a guest after they check-in with any of their properties. The services and the offers are enlisted on tabs and keep changing like a slide on the tab.

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‘Starwood Preferred Guest’ tab on the Hotel’s Facebook Page

Langham Place Hotels:

This property benchmarks its standards by giving the ‘My way My place’ experience to its patrons. It is primarily selling its 3 most prime services: The club, the spa and the room. With the same purpose on mind, a campaign was launched to shoot 3 two-minute films for each of the property with an iPhone 4s, staying true to its innovative positioning. Not just this, in fact even a ‘making of’ the videos were shot and shared through various sites like YouTube, youku, Facebook, weibo etc. to give prospective customers a behind the scenes look at the components that went into making of the same.

the spa

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Langham Place Hotels – Facebook Contest tab for the 3 videos released

ITC Hotels:

To have a buzz built around cricket in a country like India is fairly easy. To have it integrated with a Social Media to drive engagement with customers a tad bit difficult. Regardless of what would have ideally appeared as a tough nut to crack, ITC hotels nailed it.

In 2011, when the ICC cricket world cup was is progress, the hotel rolled out a campaign ‘cricket eLounge’ wherein ardent fans were asked to post their messages on Twitter and Facebook with a mandatory #TCcricketspeak. The messages were then displayed live on screens installed at various locations within the hotels.

Weekly prizes were doled out for best messages that included a meal for 2 any signature outlet at two at two predetermined properties. To up the ante, a grand prize to the most ardent supporter was handed out to one which consisted of a Welcomebreak at any of the properties across the country. Regular check-in through foursquare also unlocked a beeline of offer.

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Cricket eLounge campaign on ITC hotel’s Facebook page

Club Mahindra:

The Chennai Based Resort chain launched a ‘Verse-a-tile’ contest with a thought of spreading holiday happiness. The campaign aimed at bringing poets and holiday enthusiasts together and put together a line at a time to create a poem. This particular campaign is what is referred to as user-generated content and at the same time highly engaging. A big thumbs up to them.

club mahindra
The ‘Verse-a-tile Effect’ campaign results as seen on the Resort’s Facebook page

Ginger Hotels:

A campaign that created a dedicated property on each Thursday says enough for a brand like Ginger hotels. The ‘Traveller’s Thursday’ quiz that goes live every Thursday on their Facebook page requires fans to identify the location of a given photograph. Each week a new photograph is shared and new winners are announced. A couple stay for 2 nights and 3 days at any of their properties nationwide is surely a big incentive that drives fans to put in their best foot forward. Not surprisingly, this initiative proved to be quite a hit by adding about 30-40 odd fans to the brand’s Facebook page.

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The weekly ‘Traveller’s Thursday’ campaign on Ginger Hotel’s Facebook Tab

How social is the stay in the times to come:

Hotels and Resorts have always been symbolic of a getaway, indulgence and relaxation. In a quest towards attracting customers and showcasing their range of services, almost every single player in this industry by now has already fathomed the potential of Social Media. Although, the functional aspect of the service is a common ground for all to play fair and square, the key differentiator will be how one leverages one’s presence on the Social Media that will set them apart from the rest.

The Social Star

Friday, May 25th, 2012

The Social StarThe unprecedented involvement of Social media in our daily lives has made it impossible for anyone to overlook the impact on an individual’s image. A celebrity in this regard is therefore at the crossroads of a vigorous image makeover and upkeep. The celebrity today has associations, most of which are beyond the realms of self.

There are a few factors and situations that are to be considered while dealing with a celebrity’s presence on the Social Media. Here’s chronicling a few of them:

Celebrity for Image upkeep and branding:

A celebrity’s popularity in current times is subject to the number of fans and the positive share of voice, online. Image building traditionally, used to be a painstakingly slow and elaborate process. Thanks to a slew of social platforms like Facebook, Twitter, Myspace et al, the process has picked up a bit of pace.

A celebrity’s presence on social media needs devoted time, energy and a bit of predetermined strategy with occasional spur of the moment thoughts. Each celebrity has a distinct nuance and tonality to his/her way of being and the fans know it well. This is why it becomes crucial to establish a voice that reflects the personality, opinion and brand of an individual.

Celebrities like Lady Gaga (just breaking the 25 million followers mark on twitter) and Ashton Kutcher have a humongous fan following on twitter and they engage pretty actively with them by posting events and activities from their daily lives, quotes and share links that interest them etc.; enough to provide fodder for their star-struck fans.

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Lady Gaga’s Twitter page reflects the largest fan following for any any celebrity on Twitter

Closer home, celebrities from various walks of life have already started to connect to their fans via Social Media. Close on the heels of their international counterparts, our very own Bollywood actors, leaders, sportsmen, celebrated authors etc. have resorted to twitter, Facebook, blogging platforms etc. to strengthen their appeal among fans. The new breed of celebrities including the likes of Deepika Padukone, Ranbir Kapoor, Sonam Kapoor, Mahinder Singh Dhoni, Priyanka Chopra, Chetan Bhagat, etc. along with the old stalwarts like Amitabh Bacchan, Shahrukh Khan, Aamir Khan and others have connected with fans to provide a sneak peak of their future releases, share their daily routine, practice sessions, etc.

A platform to showcase talent:

This is not just with established actors. In fact even musicians who look forward to making a cut have been using MySpace besides twitter, Facebook and blogs to promote their initial releases. This mostly works as a precursor to generate enough buzz that could subsequently lead to album sales.

Actor Charlie Sheen, who had at that time just recently taken to twitter, on 7th March 2011, tweeted for an ad “I’m looking to hire a #winning INTERN with #TigerBlood. Apply here http://bit.ly/hykQQF #TigerBloodIntern #internship #ad”. Needless to say, the response was quite overwhelming. By March 11th, there were already 475,375 clicks on the original link and about 82, 148 in surplus applications for the internship that had been received by Sheen’s social media firm from around 181 countries. If statistics are anything to go by, this kind of response is evident that a celebrity’s word to fans, draw in a lot of attention and could in turn inspire action.

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Charlie Sheen’s tweet that caused quite a sensation

Celebrity as Cause Endorsers:

Promoting a social cause and committing to humane activities is what a modern day celebrity is leveraging the social media for. Owing to a large number of doting fans, a celebrity in a way becomes the torch-bearer for a more optimistic, tolerant and compassionate society. On occasions, they lend in their support for various fund-raising campaigns and help spread awareness and put up a show of solidarity through Social Media.

For instance, celebrities like Ian Somerhalder, Nina Dobrev, Brad Pitt, Angelina Jolie, Matt Damon, Ben Affleck and Oprah Winfrey spend an incredible amount of time working and supporting charities and other fund-raising causes. Ian Somerhalder, who is a prominent user of Twitter and known-environmentalist, tweets about his charities to help draw in support from his fans.

Lady Gaga’s ‘Born this way foundation’ is one such initiative on the similar lines to build a society that is more acceptable of differences and celebrates individuality. This movement was to empower the youth and inspire bravery.

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Lady Gaga’s ‘Born This Way Foundation’ Facebook tab

Two years after the devastating earthquake off the coast of Haiti, ‘Haiti: Aid Still Required’ online campaign took off. The ones who lent their support included about 40 celebrities (Maroon 5, Sting, Alicia Keys, Lady Antebellum etc.) with a combined social following of more than 125 million people on Twitter and Facebook. The money raised in collaboration with www.snobal.com (an online micro-donation portal) is to be used for funding infrastructure, trauma relief, rape victims, reforestation, schools and orphanages.

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Haiti: Aid Still Required

 

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The video made by Maroon 5 in support for Haiti: Aid Still Required

In India particularly, Social Media has another dimension to its functionality. In a country where the grapevine stirs up quite a lot of buzz, often harbouring on borderline slander, Social Media provide a platform to the celebrity to voice out their opinions and add credibility to their brand.

Also, Social causes have received a fair share of boost, riding high on a celebrity’s mileage. One of the foremost, Aamir Khan who is regarded as a part-time activist because of his several associations with social issues has garnered enormous support through his fan following.

Nurturing the Medium:

The most evident advantage that a social media platform provides to the stars and their fans is the proverbial breaking down of the 4th wall. Not till this medium came up, would a common person have imagined having a direct conversation with their demi-gods. What it also means is, that this platform is a very important listening tool for the celebrities. While they would want to deliver what their fans want, this would only happen if they listen to the audience and there is no better place to listen than social media.

The Scope Therefore:

With celebrities mushrooming from all sections of the society at a pace that can outpace the medium itself, it is increasingly getting important for celebrities to know their game well and play it in their favor. More often than not, time does not permit a lot of them to nurture their association with fans and at the most what happens is information is doled out just to keep that eager fan on the hook. To gain a following that is healthy and interactive, one must invest time.

Social makes a Mobile Star

Tuesday, May 8th, 2012

mobile-phones-social-media-facebook-twitterThere are no second thoughts to the fact that Social Media is here to stay. Primarily, what has enabled social media to reach such stellar heights is the explosion of Smartphones empowered with Social Media widgets that let one stay social, practically all the time. It is only justified now to take a look at what these various handset manufacturers are themselves doing on Social media to woo prospective buyers.

Nokia:

During the launch one of their products, Nokia N95, which came in about at the same time as that of Apple’s iPhone launch; the team at Nokia anticipated how overwhelming the enthusiasm about iPhone would be and how it will overshadow their device. What followed was an aggressive social media campaign spanning multiple platforms, prior to the launch and post that too.

Nokia did an extensive research while meticulously listening to what customers think and feel. For sharing experiences, annoyances and ideas about cell phones in general, it set up a dedicated blog.

During the development stage, there were constant blog updates by employees, developers and enthusiasts alike to keep one and all in the loop. Post launch, a viral campaign for the Nokia N95 about ‘jealous computers’ generated a massive online response. This one most definitely qualifies as one of the most highlighting campaigns of all time that testifies to doing social media, right.

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The jealous computers website as a part of the viral campaign

More recently, the launch of Nokia Lumia had the Social Media set abuzz along with support from on-ground activation. Nokia UK on its launch of Lumia in London, uploaded a video on YouTube of an actual activation that brought together Sound artist, Deadmau5 and world’s most advanced 4D projection technology to create a sensation. In no time the video went viral and created waves across the World Wide Web.

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Nokia Lumia ties up with Deadmau5 for its London launch

Nokia’s Facebook page currently has over 8 million fans and hosts dedicated tabs for ‘Discovering Nokia Lumia’, ‘Lumia Family’, the next big product from under the Nokia banner, ‘Nokia 808 PureView’.

Meanwhile, Microsoft has already started experimenting with the latest platform to hit the Social Media world, Pinterest. Microsoft is holding a contest where one stands a chance to win a brand new Nokia Lumia 900. Users have to re-pin a massive image of the phone and create a board explaining what he/she would with the free time. Although a bold move, the results of its success is yet to be ascertained.

Samsung:

Samsung Galaxy S III social media presence campaigns have already shown us what is next. The live ‘Unpacked 2012’ in London for the launch of the same, a video uploaded by Samsung on to YouTube has already garnered close to 35,000 hits in a week’s time. With a robust 7.5 million strong Facebook fan base, Samsung has a dynamic showcase of their latest products to have hit the market. Dedicated product tabs for Galaxy Nexus, Galaxy Note, Galaxy Tab 10.etc. give out essential details regarding the device and viewers are encouraged to interact real-time on Twitter.

Samsung Galaxy S III
Samsung Galaxy S III Unpacking at London

YouTube videos of Samsung Galaxy Tab 10.1 consisted of a mix of professionally produced promo films and homemade videos presented in a honeycomb reactionary flash navigation at the top of the Samsung YouTube channel.

Professionally produced videos include the Samsung sponsored Superbike Team (Samsung crescent racing team) shown using the Samsung Galaxy tab as a part of their race preparations on test day.

Samsung Crescent Race
Samsung Galaxy tab 10.1 being used in race preparation

BlackBerry:

The Canadian based former heavyweight in the mobile manufacturing business, Research in Motion’s (RIM) flagship Smartphone line, Blackberry has, despite having lost its unique position in the marketplace today, has a loyal and a strong fan following of more than 11 million on its Facebook page. Its YouTube channel boasts of a staggering 36 million views and counting. Despite not having an aggressive social media plan, it has still managed to hold the interest level of its customers through the 3 primary social media channels i.e. Facebook, Twitter and YouTube.

The Twitter page for RIM has Blackberry community managers on their twitter background, lending more credibility to the overall real-time networking with customers and prospects. Dedicated Tab on Facebook celebrating their flagship property, ‘BBM (BlackBerry Messenger) Generation’ is a way of connecting to fans. This encourages fans to participate in various challenges, share experiences and grow as a community. Other tabs serve as a library for product catalogs and Apps.

One particular campaign exclusively promoted through the Facebook brand page tab, BlackBerry Trade Up has been a unique initiative by Blackberry to let users upgrade to a higher model by going through a systematic procedure as explained on the tab. By the end of the procedure, the user gets a final shipping label with a final quote that he/she can use at the store to procure the handset.

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BlackBerry’s Trade Up tab on Facebook

Micromax:

This Indian, wireless telephone manufacturer has been gradually notching up its social media presence as a way to combat competition from global giants in handset manufacturing business.

Micromax Mobile’s YouTube channel has been seeing a steady rise in the number of views and currently stands at about 410k which is pretty decent a count for an underdog in this business. Through Facebook, it targeted its gradually climbing user base by holding a unique youth oriented ‘Re-design the logo’ Contest is in association with Talenthouse India, an online platform for artists. The response was overwhelming and this idea of social crowdsourcing was an ace in the books for all who are trying to create an impression on the Social front.

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Micromax’s Re-design the Logo Contest on Facebook

The road to El Dorado!

From what is evident, mobile is the key element of future. Chances are, more handset manufacturers would foray into the market and in due course of time enter the big league. A look at Micromax and we can pretty much anticipate similar ventures. With the competition to outsmart rivals growing intense and the traditional mediums not showing a definite promise in making a sure cut, Social Media is going to be the differentiator.

Whoever gains the majority share of voice in the social space has an edge over the rest. The ones in the big league are doing it already. The ones who are coming up, are getting there, the others are bound to follow suit. With the advancement in technology aiding seamless integration of social and real-time media, this industry can expect a lot of action in times to come.