We must go Digital ..thus what the CXO 's need to know about the Digital / On line Medium ...

1. Digital
:
Peshwa
Acharya

2. Digital
Media
Industry
Overview

3. Media
Spends
Trend
India
Media
/
Year
2006
2007
2008
2009
2010
2011
Television
6040
7040
8110
8500
9360
10577
Print
7100
8460
9720
9850
10240
11469
Radio
560
580
675
790
870
983
Internet
260
305
350
490
580
725
OOH
980
1200
1330
1340
1450
1566
Cinema
160
110
125
110
120
126
Total
15100
17695
20310
21080
22620
25446
Media
Growth
%
21.8
17.2
14.8
3.8
7.3
12.5
Figs.in
crores
Source:
Industry
EsImates

4. Media
PenetraGon
(Geography
–
wise)
100
90.7
87.7
89.3
84.4
90
80
Press
70
59.8
%
PenetraGon
60
TV
52
50
42.6
41.9
Satellite
40
Radio
24.3
24.6
30
20
Cinema
15.5
14.6
14.2
13.2
13.4
20
6
Internet
4.2
10
0
All
India
42
Metros
8
Metros
Press
-­‐
AIR
TV
-­‐
Once
in
7
days
Satellite
:
C
&
S
viewers
Radio
-­‐
Once
in
7
days
Cinema
-­‐
Once
in
3
months
Source:
IRS
12
Q1
Internet
-­‐
Used

5. Media
PenetraGon
(Demographic
–
wise)
100
95.6
92.6
90
84.1
78.3
80
73.9
61.8
Press
70
%
PenetraGon
60
53.7
57.6
TV
50.3
48.2
Satellite
50
30.5
39.6
40
35.3
32.1
Radio
18.5
20.3
30
26.3
17.8
Cinema
13.1
10.7
20
8.4
13.4
12.8
14.1
Internet
3.6
9.5
3.8
6.4
10
1.8
1.6
0
Press
-­‐
AIR
Male
Female
Urban
Rural
SEC
A
TV
-­‐
Once
in
7
days
Satellite
:
C
&
S
viewers
Radio
-­‐
Once
in
7
days
Cinema
-­‐
Once
in
3
months
Source:
IRS
12
Q1
Internet
-­‐
Used

6. Time
Spent

7. Time
Spent
(1-­‐2hrs)
(Demographic
–
wise)
Market:
All
India
193563
200000
Press
TV
Radio
Internet
180000
160000
No.
of
people
(in
000s)
140000
120000
105753
104024
100000
87809
89539
80000
60000
34368
40000
6779
14336
20032
19490
2751
14878
11431
2420
16517
20000
8853
5540
5359
1509
5320
3533
1239
6602
2251
1420
1925
2737
1353
0
All
Urban
Rural
Male
Female
A
B
Source:
IRS
12
Q1

8. Time
Spent
(1-­‐2hrs)
(Demographic
–
wise)
Market:
8
Metros
24145
25000
24145
Press
TV
Radio
Internet
20000
No.
of
people
(in
000s)
15000
13682
10463
10000
5699
5699
4510
5011
5000
2350
3121
2578
1192
2411
2411
2350
1772
1178
1556
1260
856
578
1092
544
565
0
0
0
0
0
All
Urban
Rural
Male
Female
A
B
Source:
IRS
12
Q1

9. Time
Spent
(1-­‐2hrs)
(Demographic
–
wise)
Market:
Mumbai
4432
4500
Press
TV
Radio
Internet
4000
No.
of
people
(in
000s)
3500
3000
2595
2500
1837
2000
1500
1050
765
715
765
859
1000
600
485
582
450
308
500
280
286
183
168
133
160
168
0
Urban
Male
Female
A
B
Source:
IRS
12
Q1

10. Time
Spent
(1-­‐2hrs)
(Demographic
–
wise)
Market:
Delhi
7000
Press
TV
Radio
Internet
6227
6000
No.
of
people
(in
000s)
5000
4000
3433
2794
3000
2000
1644
1149
1359
696
660
1000
374
482
453
343
411
253
178
240
260
146
121
63
0
Urban
Male
Female
A
B
Source:
IRS
12
Q1

11. Digital
AdverGsing
Overview

12. Digital
World
Facebook
Internet
Mobile
Twi^er
Social
Pop-­‐up
Ads
Text
messages
Linkedin
networking
websites
Flash
Ads
Brand
App
Myspace
Blog
Video
Ads
Voice
Ads
Flickr
Banner
Ads
IntersIIals
In-­‐App
Ads
Dedicated
On
site
Caller
tone
Ads
Website
sponsorship
Classified
Mobile
internet
Google
Ad
Advertorials
banners
News
words
Site
capture
QR
Code
le^er
Text
Ads
Micro
site
methodology
Inbox
banner
E-­‐mail
Ads
Ticker

13. Size
of
Digital
AdverIsing
in
India
4500
All
figures
are
in
Crores
(INR)
4,391
4000
838
3,535
3500
723
2,851
769
3000
2,277
Display
676
2500
639
Search
1,623
2000
571
574
Online
Classifieds
2686
Mobile
Ads
1500
418
499
2004
367
1000
1496
1117
500
838
90
105
123
144
0
0
March'10
March'11
March'12
Dec'12
(Est.)
March'13
(Est.)
Source:
IMRB
InternaIonal

14. Share
of
Display
Ad
type
spend
by
Industry
FY
2011-­‐
Base
INR
571
crores
20%
17%
12%
13%
15%
11%
8%
8%
8%
8%
10%
5%
5%
5%
5%
1%
0%
FY
2012-­‐
Base
INR
676
crores
20%
10%
18%
13%
14%
11%
8%
8%
8%
8%
3%
5%
5%
1%
0%
Source:
IMRB
InternaIonal

15. MOBILE
ADVERTISING
OVERVIEW

16. THE
MOBILE
LANDSCAPE
(India)
Total
Mobile
Subscribers
(acIvaIons)
800Mn
+
AcIve
Mobile
Subscribers
500Mn
+
200Mn
+
Total
GPRS-­‐enabled
mobile
sets/subscribers
80Mn
+
(all
users)
Total
GPRS-­‐enabled
mobile
sets/subscribers
(acIve
feature
and
smart
phone
users)
250,000
Apple
Ipad
30%
Tablets
Samsung
tablet
Others
sold
in
Blackberry
Playbook
213
million
units
*
2011
Total
mobile
devices
sold
70%
in
2011
*Source:
GARTNER
INC.
231
million
units
*
Estd.
Total
mobile
*Source:
LiveMint.com
and
IDC
Centre
for
devices
sale
in
2012
consultancy
and
research
*Source:
GARTNER
INC.
Out
of
231
million
units,
18.5*
Million
expected
to
be
SMART
PHONES

17. APPS
MARKET
IN
INDIA
Apple
App
Windows
Store
MOBANGO
market
place
GETJAR
Blackberry
Nokia
store
Android
App
store
Various
Apps
stores
distribuIon
plaiorms
in
India
FREE
PAID
1.5-­‐2
mn+
90%
10%
Total
number
of
Apps
available
across
Apps
store
IN-­‐APP
AdverIsing
Text
Banner
Video
HTML5
market
is
less
than
Ads
Ads
Ads
5%
of
mobile
display
adverIsing
Types
of
IN-­‐APP
AdverIsing
market

18. MOBILE
INTERNET
SCENARIO
IN
INDIA
100mn+
35mn+
ESTD.
TOTAL
ESTD.
TOTAL
MOBILE
INTERNET
MOBILE
INTERNET
USERS
IN
INDIA
USERS
IN
INDIA
who
access
mobile
who
access
mobile
internet
once
in
internet
ONE
YEAR
EVERY
MONTH
3%
97%
96%
Users
under
the
age
of
35

19. MOST
POPULAR
CONTENT
BROWSING
ACTIVITIES*
DOWNLOADING
DOWNLOADING
DOWNLOADING
MUSIC
APPS
VIDEOS
71%
59%
61%
62%
52%
59%
Opera
Users
Other
Users
*
SOURCE:
Opera
India

20. TOP
20
SITES
ACCESSED
ON
MOBILE
INTERNET
IN
INDIA
*
TOP
20
DEVICES
USED
TO
ACCESS*
internet
on
mobile
wikipedia.org
80%
20%
vuclip.com
cricbuzz.com
songs.pk
getjar.com
yahoo.com
zedge.net
*
SOURCE:
Opera
India
mobile9.com
nimbuzz.com
sports.opera.com
bfish.in
TOP
plaiorms
for
surfing
internet*
dicIonary.com
peperonity.com
espncricinfo.com
JAVA
ME
BLACKBERRY
iOS
indianrail.gov.in
bing.com
SERIES
60
ANDROID
in.com
*
SOURCE:
Opera
India
*
SOURCE:
Opera
India

21. Social
Media

22. Social
Media
Canvas
• Online
tools
&
plaeorms
that
people
use
to
share
opinions,
insights,
experiences
and
perspecGves
with
each
other
and
can
be
used
to
a
build
a
community
• Social
media
is
built
on
generated
content
that
can
take
many
forms:
text,
images,
audio
and
video
• Social
media
tools
and
plaeorms
are
websites
where
you
can
place
and
spread
your
markeGng
message
• Popular
social
mediums
include:
blogs,
message
boards
• Social
network
sites
include:
Youtube,
Facebook,
Linked-­‐In(Business),Twiger

23. Social
Media
Tools

24. Facebook
in
India

25. Facebook
landscape
in
India
INDIA
HAS
THE
3rd
LARGEST
FACEBOOK
USERS
BASE
IN
THE
WORLD

26. Facebook
landscape
in
India
FACEBOOK’S
MONTHLY
ACTIVE
USERS
*Access
Facebook
atleast
once
in
last
28
days
45
Mn
+
27%
73%

27. Age
distribuIon
<
18:
12.5%
18-­‐24:
48%
25-­‐34:
28%
35-­‐44:
7%
45+:
4.5%
Top
5
ciIes
with
FACEBOOK
users
Top
5
most
liked
‘BRAND
40%
users
share
PAGES’
their
relaIonship
Mumbai
Tata
Docomo
Delhi
Kingfisher
status
Bangalore
Fastrack
India
Of
which,
Chennai
Vodafone
ZooZoos
32%
are
in
Hyderabad
Pepsi
India
relaIonship
(married,
engaged,
or
in
relaIonship)
68%
are
single

28. CHALLENGES
FOR
LEVERAGING
DIGITAL
MEDIA
TO
BUILD
A
BRAND

29. Issues
/
Challenges
from
the
Brand
• Understanding
the
role
that
digital
media
can
play
and
what
/
how
the
medium
can
deliver
(as
against
that
of
other
media).
• No
guarantee
on
return
on
investment
(because
emoIons
cannot
be
measured)
• Arrive
at
a
budget
for
digital
plan
(and
how
it
should
be
allocated
at
various
plaiorms)
• To
determine
the
stage
at
which
digital
media
should
form
a
part
of
media
strategy
• Seong
targets
for
digital
media
(deliveries)
• Monitoring
compeItor’s
acIvity

30. (..cont’d)
• Measurement
and
evaluaIon
–
Proving
the
value
of
the
social
media
efforts
is
a
challenge
for
an
adverGser.
The
cause
for
it
is
that
social
media
is
sGll
evolving,
solid
quanGtaGve
data
that
supports
the
ROI
of
your
effort
may
be
hard
to
come
by
• Resources
to
aggregate
content
• Choosing
the
right
digital
media
channels
(predicIng
the
popularity
of
a
new
technology
plaiorm
&
its
effect
on
the
exisIng
one)
• Coming
up
with
creaIve
ideas
for
your
social
media
markeGng
campaigns
• Specifically
for
a
global
marketer,
the
core
challenge
has
been
to
deliver
relevant
messages
to
the
local
market,
but
in
an
age
where
assets
designed
for
one
country
are
rapidly
shared
around
the
world,
the
challenge
is
to
give
global
consumers
a
delicate
balance
of
local,
regional
and
global
campaigns
–
simultaneously

31. Challenges
Faced
by
an
Agency
• IntegraIon
of
digital
media
into
overall
brand
campaigns
• Convincing
clients
that
hiring
experIse
in
social
media
can
be
more
effecGve
than
doing
it
themselves
• One
of
the
challenges
is
that
virtually
every
individual
with
a
Facebook
page
believes
themselves
to
be
experts.
Doing
it
right
is
hard
work
that
requires
a
strategy
for
capturing
followers
and
responders
• Lack
of
qualified
resources
• Knowledge
base
and
learning
curve
–
Each
social
media
community
has
its
own
rules
of
engagement,
making
it
easy
for
a
novice
to
make
a
small
mistake
that
could
have
big
repercussions.
And
not
all
so-­‐called
social
media
experts
are
well-­‐versed
in
the
finer
points
of
all
of
them

32. Challenges
Faced
by
an
Agency
(..cont’d)
• Tools
–
Digital
media
(specially
social)
is
sGll
evolving,
and
so
are
the
tools
that
we
use
to
parGcipate
and
evaluate.
Sites
like
CoTweet
enable
a
team
to
manage
mulGple
Twiger
accounts
by
assigning
tasks
and
scheduling
future
tweets.
Others
like
Bit.ly
can
track
brand
promoGons.
Finding
and
using
beger
tools
will
enhance
your
performance
in
the
social
media
space
• Dynamics
on
Social
Search
• Change
in
medium-­‐
E.g
Consumers
switching
from
computers
to
smartphones
to
fulfill
their
social
needs
• The
analyIcal
tools
and
the
difference
in
the
measurement
metrics
visa-­‐
vis
other
media

33. Challenges
Faced
by
Consumers
• Privacy
–
One
of
the
biggest
challenges
faced
by
a
consumer
is
privacy
issue
for
the
reason
that
their
contact
details
are
used
in
the
form
of
spam
mailers
&
direct
mailers
• Credibility
–
It’s
hard
for
the
consumers
to
believe
on
data
provided
by
any
internet
website
or
the
informaGon
being
searched
for
• Availability
of
mulIple
opIons
• Changing
technology
and
its
usage
• Influence
of
usage
of
new
and
upcoming
different
social
media
tools

34. CASE
STUDIES

35. Asian
Paints
• Title
of
the
campaign:
‘Tag
a
Friend
Holi’
• The
client
Asian
Paints
is
India’s
largest
paints
company,
ranked
among
the
top
ten
decoraGve
coaGngs
companies
in
the
world,
with
an
annual
turnover
of
INR
66.80
billion.
• The
objecGve
was
to
create
a
campaign
that
was
self-­‐sustaining,
viral,
consistent
and
true
to
the
brand
promise
of
‘Safe,
Vibrant
Colours
for
your
spaces’
• Thus,
Tag-­‐A-­‐Friend-­‐Holi
applicaGon
was
conceptualized
• This
creaGve
strategy
met
the
needs
of
creaGng
a
curiosity,
engaging
users
in
social
interacGon
and
maintaining
an
acGve
buzz
during
the
fesGve
period
of
Holi
• For
8
days
from
26th
February
to
5th
March,
2010
the
applicaGon
added
–
– 16,755
monthly
acGve
Facebook
users
– 924
Facebook
fans
– 23,819
Gmes
the
app
was
successfully
played
– 1,59,914
page
views
– 67,434
unique
page
views

36. Reliance
3G
Tab
• Reliance
3G
Tab
had
launched
first
of
its
kind
social
media
campaign
which
saw
a
mashup
of
two
major
Social
Networking
Website
–
Facebook
and
Twiger
• The
campaign
was
an
online
treasure
hunt,
wherein
the
parGcipants
have
to
figure
out
the
locaGon
of
the
hidden
3G
Tabs
• The
campaign
began
in
Mumbai
and
will
be
travelling
through
Kolkata,
Indore,
Delhi
and
Chandigarh
on
14th,
15th,
16th
and
17
Jul
respecGvely
• One
has
to
log
in
to
facebook.com/reliancemobile
and
access
the
‘Tweet-­‐a-­‐Tab’
applicaGon.
Once
on
it
the
user
will
see
a
live
map
of
the
city
the
contest
is
going
on,
on
that
parGcular
day.
• Each
city
has
a
different
hash
tag
(Eg.
#Reliance3GTabInMumbai)
Users
need
to
tweet
using
this
hash
tag.
With
every
tweet
the
maps
zooms
in.
Once
the
map
zooms
in
at
100%
the
locaGon
of
the
hidden
tab
will
be
revealed.
The
first
person
who
reaches
the
locaGon
wins
the
Reliance
3G
Tab
V9A
• The
#Reliance3GTabInMumbai
was
trending
on
number
one
on
the
first
day

37. Ching’s
Secret
q Ching’s
Secret
has
started
its
social
markeGng
campaign
with
facebook
fan
page,
it
has
generated
more
than
165
million
Page
views
in
April
2011
q
The
Ching’s
Secret
has
also
launched
a
YouTube
channel
www,
youtube.com/chingssecret
is
the
largest
online
cookery
show
in
India
q The
brand
has
used
a
mix
of
content
about
Chinese
food,
contests,
giveaways,
cookery
recipes,
food
secrets,
market
research
and
quizzes
to
build
connecGvity
and
empathy
with
their
fans
q To
drive
traffic
they
used
offline
pushes,
online
adverGsing
and
the
organic
growth
for
viral
spread
of
their
content
q For
any
customer
feedback
on
the
brand
page
or
anywhere
else
on
Facebook
,Twiger
or
blogs,
the
company
has
setup
automated
alerts
using
various
tools
q These
feedbacks
are
all
responded
to
between
7am
and
11pm
within
maximum
10
minutes.
In
a
lot
of
cases
Ching’s
is
able
to
get
back
in
seconds.
q There
are
now
6.5
lakh
people
openly
advocaGng
using
Ching’s
products
and
endorsing
them
out
of
which
6.1
lakh
are
acGve
on
weekly
basis
(the
largest
in
India)

38.
Ching's
Secret
launches
branded
game
for
desktop
computers
q Ching's
Conga
Bugs
is
the
branded
avatar
of
Conga
Bugs,
a
popular
game
created
by
gaming
company
Gametantra,
the
casual
game
-­‐-­‐which
needs
to
be
downloaded
on
computers
q It
has
inserted
adverts
and
its
logo
across
various
of
Conga
strategic
points
in
the
game.
For
instance,
the
Ching's
Secret
advert/logo
will
be
displayed
on
the
installaGon
screen
during
the
process
of
downloading
the
game
and
also
during
the
game
play
on
the
personal
computers.
q Whenever
a
user
downloads
the
Ching's
Conga
Bugs
game
sotware
on
his
computer,
two
icons
will
be
created
on
the
user's
desktop.
q To
make
the
game
available
to
a
large
number
of
users,
Ching's
Secret
has
Ged
up
with
Digit,
the
monthly
technology
magazine.

39.
Ching's
Secret
to
experiment
with
interacGve
ads
on
Airtel
digital
TV
q Ching's
Secret,
had
experimented
with
nteracGve
adverGsing
on
the
direct-­‐to-­‐
i
home
(DTH)
TV
q
Ching’s
had
placed
a
full-­‐page
banner
ad
as
branded
skin
in
the
background
on
the
Electronic
Programming
Guide
(EPG)
page/home
screen
of
Airtel
digital
TV
q
Branded
skin
ads
were
shown
as
a
default
background
image
on
the
EPG
page
q To
make
the
banner
ad/branded
skin
clickable,
a
red
dot/bugon
was
displayed
at
a
prominent
posiGon
on
the
branded
skin.
q Once
the
'red'
bugon
is
clicked,
the
Ching's
Secret
banner
ad
will
redirect
users
to
a
full-­‐screen
landing
page,
where
the
company
will
showcase
clickable
videos
related
to
recipes
and
its
television
commercial

40.
WILDCRAFT
•
The
ligle
known
outdoor
gears
shop
took
to
the
social
media,
more
precisely,
Facebook,
and
since
then,
has
grown
into
one
of
the
biggest
success
stories
in
social
media
branding
in
India
• As
of
03/25/2012
Wildcrat’s
Facebook
page
had
735,264
members,
many
of
whom
acGvely
parGcipate
and
contributed
in
Wildcrat’s
social
media
campaigns
• The
Facebook
outlet
is
also
one
of
their
prime
sources
that
leads
to
direct
sales

41.
How
did
Wildcrat
do
it?
•
their
Facebook
page,
encourages
their
Crowd-­‐sourcing:
The
company,
via
members
to
contribute
content
to
its
page.
This
has
worked
to
a
great
degree
with
members
sharing
photos
of
the
places
they
have
visited
with
Wildcrat
gear
• An
acIve
page:
Wildcrat
regularly
updates
its
page
with
a
myriad
array
of
contents
that
can
include
news
about
its
latest
products,
upcoming
events,
as
well
as
short
movie
reviews
• Type
of
content:
In
Wildcrat’s
Facebook
page
you
are
quite
likely
to
find
a
short
review
of
the
movie
127
Hours,
or
some
other
events
related
to
adventures
and
outdoors.
Every
post
on
wildcart
facebook
page
receives
400
comments
on
an
average
• Focused
approach:
Wildcrat’s
social
media
endeavors
are
almost
solely
focused
on
Facebook

42. Parle
Agro
• Supply
and
demand
can
be
a
tricky
balancing
act,
but
Indian
snack-­‐brand
Parle
Agro
made
smart
use
of
Twiger
as
a
way
to
gauge
which
stock
to
order
next
• Parle
used
Twiger
to
track
stocks
with
consumers
tweeGng
in
about
non
availability
of
the
baked
snack
Hippo
• At
zero
cost
Parle
was
able
to
replenish
the
stock
in
hours
and
keep
the
consumers
updated
about
the
availability
of
the
snack
• The
campaign
led
to
76%
increase
in
sales
with
few
months
of
launch.
The
number
of
people
tweeGng
was
equivalent
to
50%
of
sales
and
distribuGon
network
for
Hippo
• The
campaign
also
helped
Parle
idenGfy
key
markets
and
potenGal
markets
for
Hippo

43. Parle
Agro
• Parle
used
the
Twiger
informaGon
to
quickly
replenish
the
socks
through
its
sales
and
distribuGon
team
• The
innovaGon
led
to
word
of
mouth
and
popularity
in
digital
space
with
arGcles
and
blogs
• The
most
acGve
tweeters
got
any
hunger
hampers
with
handwrigen
notes
for
helping
the
brand
• The
Campaign
won
several
awards
for
its
innovaGon
–
CreaGve
Abby
–
Gold
in
InteracGve
category
for
creaGve
use
of
social
media;
Media
Abby
–
two
Golds
in
Best
use
of
media
–
social
media
and
Best
use
of
Never
before
Media.
Three
Golds
in
Campaign
India
Digital
Media
Awards
for
Best
Loyalty
Campaign,
Media
InnovaGon
and
Best
Social
Media
strategy
for
Plan-­‐T
–
Tracking
Inventory
through
Twiger

44. AaramShop.com

45. AaramShop.Com
• AaramShop,
which
claims
to
be
the
lone
player
in
the
hybrid
retail
plaeorm
for
groceries,
has
since
its
incepGon
in
August
2011,
Ged-­‐up
with
around
3,000
local
retailers
across
28
ciGes
and
is
targeGng
to
reach
25,000
stores
by
the
year-­‐end
with
primary
focus
on
metros
and
state
capitals.
• The
website
essenGally
targets
urban
men
and
women
upwards
of
20
years
and
this
year’s
report
by
AaramShop
on
the
state
of
online
grocery
shopping
seems
to
conform
to
this
posiGoning.
• According
to
the
findings
of
the
report,
24
years
and
above
age-­‐groups
consGtute
over
75
per
cent
of
the
actual
online
grocery
buyers.
• With
the
core
proposiGon
of
the
venture
centering
on
providing
a
digital
gateway
to
these
tradiGonal
kirana
stores
and
engaging
a
larger
customer
base,
AaramShop
has
also
developed
a
unique
consumer
engagement
iniGaGve
at
the
point
of
purchase
to
further
drive
sales.

46. AaramShop.Com
• While
AaramShop
offers
vouchers
and
discounts
on
the
brands
available
on
its
portal,
which
can
be
redeemed
both
through
online
orders
as
well
in
the
offline
aaram
shops;
it
is
also
planning
to
introduce
local
commerce
deals
this
month
onwards
• It
has
recreated
its
website
on
facebook
so
that
users
can
browse
through
the
brands
and
place
orders
on
the
company’s
facebook
page
itself,
without
having
to
exit
the
social
networking
site.
While
7
per
cent
of
the
overall
traffic
for
AaramShop
comes
from
its
mobile
applicaGon,
6
per
cent
of
the
online
transacGons
are
made
from
facebook

47. MaruG
Suzuki
Ritz
• MaruG
Suzuki
Ritz
has
become
the
most
popular
brand
in
India
by
clocking
a
record
fan
base
of
over
1
million
(1,018,000+
members)
on
popular
social
networking
site
Facebook.
MaruG
Suzuki
Ritz
made
its
debut
on
Social
media
in
August
2010.
• The
success
of
Ritz
on
social
media
front
is
agributed
to
the
various
user
engagement
programmes
and
iniGaGves
on
social
media
acGviGes
done
by
the
Company.
Ritz
took
up
the
Social
media
route
to
engage
with
its
customers
through
dedicated
pages
on
Facebook,
Twiger
and
YouTube
etc,
to
engage
and
effecGvely
connect
with
users.
• MaruG
Suzuki
with
dedicated
social
media
pages
for
its
each
brand
has
increased
its
digital
media
spends
hugely.
• India's
bestselling
car,
the
MaruG
Suzuki
Alto
has
also
made
its
mark
on
the
social
media
with
over
4.14
lakh
fans.
Alto
sells
close
to
3
lakh
units
annually,
way
ahead
of
any
compeGng
model.

48. MaruG
Suzuki
Ritz
• Some
of
the
social
media
acGviGes
undertaken
for
engaging
exisGng
as
well
as
future
customers
of
RITZ
are:
Ritz
'Moment
of
the
Day'
-­‐
The
brand
philosophy
of
'Live
the
Moment'
was
taken
forward
on
the
virtual
space
by
creaGon
of
a
daily
property
Ritz
'Moment
of
the
Day'.
The
most
engaging
story
of
the
day
was
adjudged
the
Moment
of
the
Day
by
means
of
polling
by
the
fans
themselves.
This
ongoing
iniGaGve
has
gained
huge
popularity
amongst
its
fans.
The
success
of
the
campaign
flowed
into
the
next
level
by
creaGon
of
Ritz
'Moment
of
the
Year'.
• 'Live
the
moment'
contest
-­‐
Ritz
users
were
invited
to
share
their
driving
experiences
on
an
interacGve
website.
The
best
entry
was
awarded
a
brand
new
Ritz.
It
was
the
first
Gme
that
a
car
was
given
away
as
a
prize
in
India
through
Facebook.
The
contest
saw
parGcipaGon
of
around
49,000
stories
being
shared
by
Ritz
owners
and
the
User
Generated
Content
(UGC)
was
further
used
to
build
a
naGonal
brand
campaign
on
magazine
media.

49. MaruG
Suzuki
Ritz
• Ritz
is
even
acGve
on
other
Social
Media
apart
from
Facebook.
Ritz
created
a
page
on
Google
+,
prior
to
the
Auto
Expo
and
used
its
innovaGve
engagement
tool
'Hangout'
to
interact
with
its
fans
during
the
Auto
Expo.
Hangout
allowed
fans
to
experience
the
Auto
Expo
through
a
live
video
web-­‐chat.
Ritz
is
the
only
individual
product
brand
currently
in
India
to
have
a
fan
page
on
Google+.
LinkedIn
Polls
have
also
been
used
quite
effecGvely
by
the
brand.
• These
special
iniGaGves
have
made
Ritz
to
become
the
biggest
community
in
the
India
Auto
Category
and
the
first
one
to
achieve
a
fan
base
of
over
1
million
fans.

50. ThePeshwa@gmail.com