DIGITAL MARKETING - AIS

ONLINE MARKETING
SCOPE – ROLE – COST – STRATEGIES
Asahi India Glass Ltd

Index
 Need of Online Marketing
 Project Objective
 Goals to be Achieved
 Limitations
 Online Marketing – Introduction
 Advantages and disadvantages of online marketing
 Cost effective and different ways of online marketing
 Different costing models used in online marketing
 Search Engine Optimization (SEO)
 Market segmentation and targets of AIS for Social Media Management
 Analysis of Web Traffic
 Scope and cost of online advertisement
 Recommendations & Suggestions on online advertising
 Social Networking
 Analysis of competitors and Industry
 Social Media Marketing activities undertaken
 Implementation of Social Media Marketing Plan
 Observations of the implemented plan
 Recommendations for Social Media Marketing
 Ideas for Social Media Marketing

Need of Online Marketing
• Internet has penetrated the Indian market to a very large extent. There are 111 million internet
users in India out of which 89 million are active internet users.
• With the growth in the online market & the network of social media across industries, it has
become essential to make your presence felt in online domain. In India there are 66 million
users on various social networking websites.
• Mass communication can be done on online media in a very effective manner at a very
minimal cost.
• The following table will give us some vital statistics on the online market which will justify a
need for online marketing.
Vital Statistics
The Social Numbers - India
Internet users 111 million
Active internet users 89 million
Total Social Media users 66 million
Mobile Internet – India
Active mobile internet users 39.7 million
Active Social Media users 32.5 million
Top Social Websites
Facebook 97%
Google Plus 34%
LinkedIn 17%
Twitter 14%
Time spent on Social Media
On weekends 28.8 minutes
On weekdays 29.6 minutes
No of users in India
Facebook 65 million
LinkedIn 18 million
Twitter 16 million
Activities on Social Sites
Using Apps 73%
Accessing Groups 47%
Finding Friends 34%
Watching Pics 21%
Videos 11%
Chatting 11%
Other Information
84% of the social media users (20 million) are
"Young Men" (20-35 years of age)
Only 34% or 19.7 million of the urban social
networking is from the top 8 metros
Avg. frequency of Social Media access using
mobile internet - 7 days a Week
77% of the active mobile web users access social
media, second only to Email
Source: Economic Times

Project Objective:
To understand, evaluate and define the scope of online
marketing, plan and implement a social media communication
for AIS across business verticals and come up with
recommendations.

Goals to be achieved
• Goal 1:
To understand and record the various types of online marketing tools & models
Plan of action:
-Secondary research on available online marketing models
• Goal 2:
To segment the market and align the online marketing according to the target audience of AIS
(All Verticals)
Plan of action:
-Study the business verticals of AIS and define market segments and accordingly define online
target audience
• Goal 3:
To record and evaluate various online platforms (Webs, Websites, Forums, Mobile Advertising,
E-mailers, video channels, etc.) for online advertisement which is relevant to AIS in terms of
industry, Products, Business Segments & Target Audience and make recommendations based on
cost and effectiveness

Plan of action:
-Make a list of various websites, forums, video channels, etc. which are relevant to AIS in terms of
its business verticals
-Record the current web traffic of the short listed mediums and judge the relevance
-Define and evaluate the scope of online advertisement in the short listed mediums
-Record the cost of advertisement and make recommendation
• Goal 4:
Deep study of Social Media Marketing in terms of cost - effectiveness and make
recommendations (Relevant platform & Vendors)
Plan of action:
-Study all the social networking websites in terms of users and relevance
-Understand the type of online marketing undertaken in each and every social networking
websites to increase brand visibility
-Evaluate & shortlist the relevant social networking websites for AIS
-Study the unpaid and paid modes of advertisement
-Recommend online media agency

• Goal 5:
Monitor and report the social media profile of competitors & companies who are in to building
material industry
Plan of action:
-Study the social media profiles of some of the good selected companies form Building material
industry
-Understand the kind of promotion they do (Discounts, Announcements, Launch, updates etc.)
-Bench mark AIS vis-à-vis the industry players
• Goal 6:
Draft a social media communication for AIS in terms of its products, business segments and target
audience and implement the same.
Plan of action:
-Make a social media plan for AIS in terms of post, updates, uploads, etc for all the social
platforms
• Goal 7:
Monitor and review the implemented social media plan
Plan of action:
-Observe the implemented plan and suggest further actions

Limitations
• There are lots of communities and forums on social media hence we could not cover each
and every communities.
• There are many architectural websites which are available but most of them are
international websites hence we have covered the websites which has presence in Indian
market.
• In social media competitor analysis we could not cover the whole Architectural and
Building Material companies as it’s a huge sector and due limitation in time.
• First hand information were not available for many of the websites that we have analyzed.
• Technical topics were not covered in detailed manner.

Online Marketing - Introduction
• Online marketing refers to a set of powerful tools and methodologies used for promoting
products and services through the Internet.
• Online marketing includes a wider range of marketing elements than traditional business
marketing due to the extra channels and marketing mechanisms available on the Internet.
• Online marketing is also known as Internet Marketing, Web Marketing, Digital Marketing
and Search Engine Marketing (SEM).

• Advantages
• Cost Efficient.
• Extremely easy and simple to initiate.
• Wide network spread across the globe.
• 24x7 availability & mobility.
• Timely efficient communication
• Disadvantages
• Legitimacy and veracity of facts.
• Difficult to engage online customer.
• Internet Marketing need investment in
technology.
• Internet traffic problems.
• Virus & cybercrime threats.
• Open forum
Advantages & Disadvantages of Online Marketing

Cost-effective and different ways of online Marketing
1. Email/Newsletters Marketing
• Email marketing is promoting products through the use of email.
• Build a large list of people you can email and write great emails which should move people to
buy what you’re trying to sell.
• Effectiveness is difficult to analyze.
2. Article Marketing
• A Communication by publishing articles on various platforms like social medias, forums, blogs
etc. Some of the known platforms to publish articles are Blogger and WordPress.
• It helps to promote the main website or content and a effective way to build traffic.
3. Social Media Marketing
• Social media refers to the means of interactions among people in which they create, share, and
exchange information and ideas in virtual communities and networks.
• Face book, Twitter, Linked in, Google+ etc. It’s free of cost.

4. Local Listings
• A special section on search engine result pages reserved for local businesses that match a
particular search criteria.
• Paid & Unpaid
5. Geo targeting
• Adding Geographical identification to websites, RSS feeds, Photos.
• Linking information of locations on websites online Ad’s.
• It involves cost and is not free.
6. Search Engine Optimization
• Process of affecting the visibility of a website or a web page in a search engine's paid or un-
paid search result.
• Results differ depending on search engine and keywords used.
7. Contextual Advertising
• Targeted advertising directly related to website context.
• Charged on the basis of PPC.

8. Mobile Marketing
• Use of the “mobile” medium as a means of marketing communication.
• SMS, MMS, Push Notifications.
9. RSS Feeds
• Real Simple Syndication, very technical stuff.
• It pushes news articles and site updates out to all of the site's subscribers.
• Live and Instant.
10. Online Videos
• Premium form of advertising in video/movie formats.
• Brings reality to the advertising. e.g. – YouTube, Metacafe etc.
11. Display Ads
• Image, video and text ads on web which attracts traffic to websites.
• ROI for banners are measured in two ways:
• Brand Awareness
• Rate of Interaction - the click through rate (CTR)

12. Pop-ups
• Its new tab or window opening on the website.
• There are several variations of the pop-up:
Pop-under, Pop-in, Pop-ups, Pop-up Killer
13. Ad Words
I Google Ads
• Google's flagship advertising product.
• It offers PPC cost structure.
• Site-targeted advertising for text, banner and rich-media ads.
• Eligible to be shown on www.google.com and Google's partner networks.
II Bing Ads (Microsoft Ad Center/MSN)
• Provides PPC Ads.
• Provides Ads for Bing and Yahoo Search Engines.
• Similar to Google Ads.

1. Pay per Click (PPC)
2. Cost Per Impression (CPM)
3. Cost Per View (CPV)
4. Cost Per Engagement (CPE)
Different costing models used in online advertising

Search Engine Optimization (SEO)
• Search engine optimization (SEO) is the process of improving the volume or quality of
traffic to a web site from search engines via organic or algorithmic search results.
• Two methods:
• On Page
• Off Page
• Intervals of SEO

Market Segments & Targets of AIS for Social Media
Management
Market
Segments
Automobile Builders Architects
Green
Consultants
Interiors
The target audience for above market segment in online domain is as follows:
• Architectural/Automobile Websites Visitors
• Architectural/Automobile Blogs Readers
• Architectural/Automobile Forums Participants
• Architectural/Automobile E - Magazines Readers
• Architectural/Automobile Social Media users & communities

Analysis of Web Traffic
*Unique Visitors are based on primary and secondary research of ~last 3 months, Nos. tend to vary every month.
**Percentage of Unique Visitors from India is based on secondary research.
0
50000
100000
150000
200000
250000
Carwale Gaadi Car Dekho Auto Car
India
Top gear
India
Automobile
Mag
Automobile Websites
Automobile Unique Visitors P.M. Globally
Automobile Unique Visitors P.M. India
Automobile Websites
Unique Visitors P.M.
Globally
Unique Visitors P.M. India
Carwale 200000 192400
Gaadi 8471 8048
Car Dekho 43373 40598
Auto Car India 41667 38209
Top gear India 95461 12792
Automobile Mag 91667 5134
Asia India N.A. N.A.
Siam India N.A. N.A.
AAS India N.A. N.A.

0
5000
10000
15000
20000
99 acres Magic Bricks India Properties Buildotechindia
Builders Websites
Unique Visitors P.M. Globally Unique Visitors P.M. India
Builder Websites
Unique Visitors
P.M. Globally
Unique Visitors P.M.
India
99 acres 13647 13061
Magic Bricks 18674 17871
India Properties 5754 5518
Buildotechindia 5496 5331
BAI Online N.A. N.A.

Architectural Websites
Unique Visitors
P.M. Globally
Unique Visitors
P.M. India
Architectural Digest 46845 5669
Construction World 797 780
Architect Magazine 40589 3532
Indian Architecture Blog 45000 N.A.
I Like Architecture 70000 N.A.
Indian Skyscraper Blog N.A. N.A.
Indian Architecture Forum 60000 N.A.
0
10000
20000
30000
40000
50000
Architectural Digest Construction World Architect Magazine
Architecture Websites

Green Consultants
Websites
Unique Visitors
P.M. Globally
Unique Visitors
P.M. India
Green Building Advisor 68475 10134
Green Source
Construction
2659 367
Green Building Talk 12120 1624
0
10000
20000
30000
40000
50000
60000
70000
80000
Green Building Advisor Green Source
Construction
Green Building Talk
Green Consultants Websites

Interior Designer
Websites
Unique Visitors
P.M. Globally
Unique Visitors
P.M. India
Magic Bricks Décor 4668 4477
Interior Design 18403 3847
Prismma 6000 5592
0
5000
10000
15000
20000
Magic Bricks Décor Interior Design Prismma
Interior Designer Websites

Scope And Cost of Online Advertisement on
Websites, Blogs & Forums
IN GLASS
INDUSTRY

Scope And Cost Of Online Advertisement On
Autocar India
INSERTIONS MONTHLY RATE
Leaderboard Rs.1,50,000/-
Buttons Rs.50,000/-
Skyscrapers Rs.1,20,000/-
Expandable Leaderboards Rs.2,10,000/-
Push Downs Rs.2,70,000/-

WEB BANNER
POSITION DIMENSION RATE CARD SPECIAL RATE NO OF MONTHS
TOP BANNER 468 PX W x 60 PX H Rs.60,000/-
Rs.30,000/- per month 1-3 months
SIDE BANNER 300 PX W x 250 PX H Rs.50,000/-
Buildotech India

E-NEWSLETTERS
INSERTIONS SIZE OF BANNER
PIXELS
RATE PER INSERTIONS (Rs.) NET AMOUNT (Rs.)
TOP BANNER
4
380 PX W x 90 PX h 18,000/-
14000/-
5'-11' 12,000/-
12'-48' 10,000/-
SIDE BANNER
4
226 PX W x 148 PX H
9,000/- 7,000/-250 PX W x 250 PX H
250 PX W x 330 PX H
5'-11'
226 PX W x 148 PX H
9,000/- 5,500/-250 PX W x 250 PX H
250 PX W x 330 PX H
12'-48'
226 PX W x 148 PX H
9,000/- 4,000/-250 PX W x 250 PX H
250 PX W x 330 PX H
BANNER BETWEEN THE CONTENT
4
605 PX W x 150 PX H
12,000/- 10,000/-
600 PX W x 100 PX H
5'-11'
605 PX W x 150 PX H
12,000/- 8,000/-
600 PX W x 100 PX H
12'-48'
605 PX W x 150 PX H
12,000/- 6,000/-
600 PX W x 100 PX H
Buildotech India

INSERTIONS PAGE LOCATION 12 MONTH RATE
SHOSHKELE
Navi Mumbai City Special Page-4 Months Rs.1,94,041/-
Mumbai / Bangalore Rs.2,50,000/-
Pune Rs.2,00,000/-
Chennai / Hyderabad Rs.1,75,000/-
E-MAILERS Inbox of TA Rs.1,68,000/-
Magic Bricks

PRODUCT CATEGORY
PARTICULAR
12 months 6months 3months
FURNITURE & FIXTURES
Lead Sponsorship
Rs.15,00,000/- Rs.9,00,000/- Rs.6,00,000/-
Category Sponsorship
Rs.8,00,000/- Rs.4,50,000/- Rs.3,50,000/-
Participant
Rs.3,00,000/- Rs.1,60,000/- Rs.90,000/-
Magic Bricks Decor

*Amount mentioned is in INR. And Taxes extra.
Prismma Online Magazine

WEB BANNER
POSITION DIMENSION RATE
TOP BANNER (FORUM) 468 x 60 pixel Rs.10,000/- per month
SIDE BANNER (BLOG) 180 x 180 pixels Rs.10,000/- per month
Indian Architecture

INSERTIONS SIZE OF BANNER PIXELS ESTIMATED IMPRESSIONS RATE
Top Right Sq. Banner 300 X 250 70000 $2.00 / 1k impr.
Middle Right Sq. Banner 300 X 250 70000 $1.50 / 1k impr.
Text Ad 300 X 250 70000 $95 / tweet
Tweet max 140 character 25125 $95 / 30days
I Like Architecture

Green Building Advisor

Preview of the Website and Newsletter
Green Building Talk

Green Building Talk – Cost of Advertising

Recommendations and Suggestions on Online Advertising
S.B.U Websites, Forums, Blogs, Magazines % of Traffic from India
Automobile
Autocar India 91.7
Car Dekho 93.6
Builders
Buildotech India 97
99 Acres 95.7
Architecture
Architectural Digest 21.1
Construction World 97.8
Green Consultants
Green Building Advisor 14.8
Green Building Talk 13.4
Interiors
Magic Bricks Décor 95.9
Prismma 93.2
 Interstation: Top banner
Side Banner
Buttons
Shoshkele

The social info…
• Alexa: It’s the world’s leading provider of free, global web metrics
• Monthly Active Users: A way to measure the success of online Social Platforms
• Widgets: A widget is a stand-alone application that can be embedded into third party sites by any
user on a page where they have rights of authorship
• CPC/PPC: Cost per Click/Pay per Click
• CPM: Cost per Impression
• CPV: Cost per View
• CPE: Cost per Engagement
• # (Hashtag): It’s a trend used in various social networking sites to widen the reach of the Post.
• @(Ape-tail): It’s a sign used to redirect and address profiles

Facebook
• Worlds Largest and no.1 Social Networking Website
• 1.11 Billion Monthly Active Users (MAU) Globally and 78 Million MAU from India
• 189 Million Mobile MAU
• Alexa Ranking: 1
• India stands 2nd in terms of usage, after U.S
• Average amount a person spends monthly on Facebook is 15hrs 33mins
• Options available for increasing Brand visibility in Online Marketing:
 Creating- Page, Community, Groups, Notification, Events, Videos, Geo Tagging, Application Tabs,
Widgets, Link Sharing
• Mode of Advertisement
 Paid: Sponsored Ads, Post Promotions
 Unpaid: Likes, Comments, Shares, # and @ tag usage, Post Highlights

Twitter
• Twitter is the fast growing Social Platform in the world.
• 288 Million Monthly Active Users (MAU) globally and 33 Million MAU from India
• 123 Million Mobile MAU
• India stands 2nd in terms of usage, after China
• Average no. of tweets per day 58 Million
 Tweeting, Photo uploads, Link sharing, Customized page Themes, Followers, Followings, Video
uploads
 Paid: Promoted Tweets (priced as per CPE), Accounts, Trends
 Unpaid: Retweets, Favorites, Shares, Embeds, # and @ tag usage

LinkedIn
• LinkedIn is a target oriented Social Platform in the world.
• 200 Million Monthly Active Users (MAU) globally and 18 Million MAU from India
• No.1 platform for B2B connections
• 172800 registrations per day.
Updates, Photo uploads & Video uploads – via Link Sharing, Connections, Recommendations
 Paid: Text and Image Ad, Video Ad, Text Ad all of it with extreme targeting
 Unpaid: Like, Comments, Shares, @ tag usage

Google+
• Google+ world’s 3rd largest Social Platform in the world
• 359 Million Monthly Active Users (MAU) globally and 42.70 Million MAU from India
• It builds a connecting layer across all its services and products, so you log into one and you
logged into the lot.
• It also helps in Google SEO
 Creating- Page, Community, Notification, Events, Videos, Geo Tagging, Application Tabs, Hangout’s on
Air, Link Sharing
 Paid: N.A.
 Unpaid: +1’s, Comments, Shares, @ and # tag usage, Creative Sandbox

YouTube
• YouTube world’s 2nd largest Social Platform in the world
• 1 Billion Monthly Active Users (MAU) globally
• Mobile makes up more than 25% of YouTube's global watch time, more than one billion views
a day
• Over 6 billion hours of video are watched each month on YouTube
• 100 hours of YouTube video are uploaded every minute
 Video uploads, Brand Channel, Video Embeding
 Paid: Google Ads for video ($.10-$.30 CPV) - TrueView, In stream, Mobile, Homepage Ads, First Watch,
Display Ads, Custom Solutions
 Unpaid: Comments, Shares, Tagging, Thumbnail, Rating

Pinterest
• It’s an upcoming Photo sharing Social Platform in the world.
• 20 Million Monthly Active Users (MAU) globally.
• It’s a pin board style photo sharing website
• 43% of Pinterest members agree that they use Pinterest to “associate with retailers or brands
with which they identify”
 Photo uploads, Embedded Photo uploads and Linking the account with other media Platforms,
Pinterest for Business
 Paid: N/A
 Unpaid: Repins, Like, Comments, Share via msg, @ tag usage, Follower, Following, Rich Pins, Widgets

Slideshare
• Slideshare is a presentation sharing Social Networking Platform
• 29 Million Monthly Active Users (MAU) globally
• It’s a platform for reaching B2B connections for content marketing
• India stands 1st in terms of usage
 Presentation, Documents and Video uploads, Followers, Following, Customized profile theme and
Linking the account with other media Platforms
 Paid: Silver, Gold, Platinum: Meetings, Capture Lead, Track Presentations, Private uploads, Analytics,
Content settings
 Unpaid: Basic: Like, Comments, Mailer, Embed, Share, Save

Other Social Platforms…
Social Networking
• Instagram
• Reddit
Social Bookmarking
• StumbleUpon
• Tumblr
Content writing Websites
• Blogger
• Wordpress
Widgets/Plugin
• ShareThis – All in one widget button

Analysis of Competitors & Industry Activities On Social Media

GLASS
INDUSTRY
FACEBOOK TWITTER LINKED-IN GOOGLE+
Saint
Gobain
28,766 likes
(3 posts/day)
Click here..
1367 followers
(1 tweets/month)
295 tweets
Click here..
Saint Gobain
Worldwide
31527 followers
Click here..
49 followers
69 +1’s
(Not active since a year)
Click here..
Activities
• Contests on world environment day where
in people are supposed to give their ‘green
ideas’ to save environment.
• Webinar Promotions to give message on
‘save environment’ & cost perception of
green building via status uploads.
• Posted case study on green home.
• Tips, Contest and articles on energy
efficiency via Tabs.
• All promotional
activities on twitter
are synced with
Facebook activities.
• iPad application for
interior designer was
promoted through
twitter.
• Promoting
videos, Website
content, Events via
links.
• They have
discussion group.
(Closed group)
• Published articles on
solar energy via link
sharing.
• Tips on how eco-
friendly buildings can be
constructed.
• Updates are synched
with Facebook.
Guardian
1,859 likes
(2 posts/week)
Click here..
1421 followers
(2 tweets/day)
1312 tweets
Click here..
6999 followers
Click here..
5 followers
6 +1’s
Click here..
Activities
• Product promotions via link share of their
published articles and videos.
• Informative posts.
• Event and Expo videos and photo uploads
• Synced with
Facebook updates
• Promoting
website content,
videos, Events via
links.
• Inactive group
discussion.
• Inactive Account.

GLASS
INDUSTRY
Pilkington
Glass for Architects
299 likes
(1 post/day)
Click here..
319 followers
(3 tweets/month)
668 tweets
Click here..
6163 followers
Click here..
90 followers
125 +1’s
Click here..
Activities
• Architectural design promotion
post via photo uploads.
• Product promotions via photos
uploads of their own projects.
(suncool, profilit)
• “Safety Day” Event Promotion via
photo uploads.
All promotional activities
are synced with
Facebook and Pinterest.
• They have
discussions group.
(Closed group)
• Photo uploads of
project to promote Fire
Protection range of
products.
• Synced with Facebook
posts.
HNG
131 likes
(1 post/month)
Click here..
NA 788 Followers
Click here..
NA
Activities
• One liners about their product
ranges.
• Posts about other glass
companies. (includes Asahi)
NA •They have group
discussions. (Closed
group)
NA

CEMENT
INDUSTRY
Ultra Tech
3974 likes
(2 posts/month)
Click here..
Aditya Birla Group
4365 followers
(1 tweet/day)
240 tweets
Click here..
UltraTech group
260 members
Click here..
NA
Activities
• Brand Promotions through sponsored event
photo uploads. [sponsorship to Rajasthan royals &
Marathi movie (houn jau dya)]
• Promotion was done through IPL contest (predict
& win).
• Engineers and architectures were felicitated for
innovative ideas of affordable house.
• Synched account with
fb page for promoting
CSR through ‘Mera gaon
mera base’.
• They have
discussion
group.
(Closed group)
NA
ACC Ltd.
2257 likes
(2 posts/ month)
Click here..
NA 4716 followers
Click here..
NA
Activities
• Product Promotion of ACC Gold was done , by
posting construction tips, safety issues &preventive
measures.
• Product promotions through road shows.
• ”Kisan Mela” an exhibition in Punjab where in
different product ranges of ACC were displayed.
NA • They have
discussion
groups.
NA

CEMENT
INDUSTRY
JK Cement
1533 likes
(7 posts/ month)
Click here..
51 followers
(1tweet/month)
24 tweets
Click here..
1781 followers
Click here..
NA
Activities
• Display of audited Financial
Results.
• Recruitment activity promotion.
• Celebrated 15th September as
engineers day at respective plants
& photos were displayed on social
media.
• Posts wishes on every occasion
& festival.
• Tweets about house
water proofing tips.
• All posts are linked with
companies website.
• Promotions of in house
software through twitter.
(http://www.jklakshmi.com
/calculator.html)
• They have
discussion group.
NA

PAINT
INDUSTRY
Asian
Paints
90,929 likes
(2 posts/day)
Click here..
1015 followers
(1 tweet/day)
1904 tweets
Click here..
8625 followers
Click here..
3 followers
5 +1’s
Click here..
Activities
• Promoting their products & services
via photo, links & video uploads.
• Running contests w.r.t home décor.
• Informative posts regarding paint
industry.
• Interactive posts .
• Product promotions via
website linking.
• Highly involved in Pinterest.
• Contests promotions.
• They have
discussion groups.
• All activities
synced with
Facebook.
Dulux
5,84,576 likes
(3 posts/week)
Click here..
339 followers
(2 tweets/day), 1621 tweets
Click here..
259 followers
Click here..
(UK page)
36 followers
39 +1’s Click here..
Activities
• Campaign via photo upload and
website link. (Colors can, Got a story to
tell, Click and color)
• Tab Activities.
•All the promotional
activities are synced with
Facebook page.
• Inactive account. • Inactive account.
Berger
5408 likes
(3 posts/month)
Click here..
(Bangladesh page)
94 followers
(2 tweets/week) 320 tweets
Click here..
214 followers
Click here..
7 followers
Click here..
Activities
• Brand promotion via photo, video
updates.
• Widely involved in contests.
• Synced with Bangladesh fb
page.
• Inactive account.
• They have
discussion group.

ELECTRONIC
INDUSTRY
Philips(Lighting).
325 likes
(1 post/day)
Click here..
330 followers
(3 tweets/month)
311 tweets, Click here..
7074 followers
Click here..
NA
Activities
• Interactive posts via
uploading photos.
• Synced YouTube with
Facebook.
• Informative & interactive
posts.
• Photo uploads.
• Informative posts via video
and website link shares.
• They have discussion
groups.
NA
Anchor
Panasonic
209944 likes
(2posts/day)
Click here..
620 followers
(2 tweets/day)
614 tweets, Click here..
1770 followers
Click here..
NA
Activities
• Informative and Interactive
posts via photo uploads.
• Tab for energy efficient
quote.
• Suggestions & informative
posts with link shares.
• Promoting activities via FB
link share.
• Inactive account. NA
Legrand
5338
(2posts/week)
Click here..
3360 followers
(2 tweets/weekly)
2786 tweets
Click here..
1422 followers
Click here..
(German Page)
9 followers
13 +1’s
Click here..
Activities
• Informative post.
• Promoting Energy efficient
product ranges via photo &
video uploads.
• Informative posts via
website link share.
• Interactive posts via photo
uploads.
• They have discussion
group. (Closed group)
• Informative
posts via video
uploads.

CERAMIC
INDUSTRY
Nitco
388 likes
(3posts/week)
Click here..
147 followers
(3tweets/month)
109Tweets Click here..
1095 followers
Click here..
NA
Activities
• Product promotion via photo
uploads.
• Updating events via photo
uploads.(Fashion show)
• All activities are synced
with Facebook.
• Inactive discussion
group.
NA
Somany Ceramics
23,185 likes
(2posts/week)
Click here..
NA 406 followers
Click here..
1 follower
1 +1’s
Click here..
Activities
• Informative and interactive posts
for their product promotions via
photo uploads.
• Press coverage via photos and
videos.
NA • Inactive account. •Inactive
account.
Kajaria
1090 likes
(1post/week)
Click here..
NA 822 followers
Click here..
4 followers
4 +1’s
Click here..
Activities
•Posting link s for online catalogue.
• Brand promotion via photo and
video uploads.
NA •They have discussion
• Inactive
account

TYRE
INDUSTRY
MRF
5505 likes
Click here..
NA NA 4 followers
Click here..
Activities
• Inactive account NA NA N.A.
Apollo
416 likes
(1 post / month)
Click here..
294 followers
2 tweets till date.
Click here..
3204 followers
Click here..
1 follower
1 +1’s
Click here..
Activities
• Informative and Interactive
posts for their product
promotions via photo
uploads.
• Inactive account •They have discussion
Bridgestone
396 likes
Click here..
(USA page)
31564 followers
(3 tweets/day)
1409 tweets
Click here..
1488 followers
Click here..
589 followers
681 +1’s
Click here..
Activities
• Inactive account • Interactive and
Informative posts via link
share.
• Contest promotion
• One line tags.
•They have discussion
• Inactive account
• Product promotion via
photo uploads and link
shares.
• Campaign promotions.
• Contest promotions.

AIS – Social Media Marketing Activities Undertaken
• Facebook
Engaging users with Activities like:
– Sharing snaps of the range of AIS glass products, AIS projects, AIS events and exhibitions etc.
– Sharing AIS TV Commercials.
– Interactive and Informative posts to engage users.
– Running campaigns and contests for increasing the reach of the page via organic method.
– Designing creative cover photos for brand promotions.
– Creating Twitter Tab for Facebook.
• Twitter
– Synchronizing Facebook activities with Twitter.

Implementation of Social Media Marketing Plan
 Activity Span: 23rd June 2013 – Till Date.
 Likes on Page @ start: 259
 People talking about: 20
 Total no of posts: 27
 Two Cover Photos Designed
 Twitter Tab creation on Facebook
 Synced Facebook Activities on Twitter
Verticals Covered: No. of Posts
AIS Ecosense - 3 AIS Securityglas - 1
AIS Windshield - 2 AIS Clear Float Glass - 1
AIS VUE - 7 AIS Ceramic Printed Glass - 1
AIS Décor - 1 Energy Conservation/Green Building - 4
AIS Krystal - 1 Posts regarding Contest - 2
AIS Stronglas - 2 Project Promotion - 2

AIS - See More Contest
Post content:
• Here’s a chance for the Three Lucky Winners to see the Glass manufacturing process at AIS – Taloja
Plant. To be eligible, all you have to do:
• Step 1: Like the Asahi India Glass Ltd – AIS Facebook Page (Not required if already done!)
• Step 2: Answer the simple Question: What is the major raw material used in Glass manufacturing
process?
• Step 3: Share the Post
*Conditions Apply.
1. This offer is applicable only to Indian Residents.
2. Offer is valid till 3rd July 2013.
3. Winners would be chosen on random basis.
4. Names of the winners will be declared on 4th July 2013 at 12.00 hrs.
5. Decision of company will be final and binding.

Facebook See More Contest Report.
• Start Date: 26/6/2013
• End Date: 3/7/2013
• Page Likes as on 26/6/2013: 259
• Talking about as on 26/6/2013: 20
• Mailer Invitation was sent to 1318 email ids.
Results:
• Comments Received: 34
• Likes on the Contest: 36
• No of Shares on the Contest: 21
• Reach of the Contest: 1806 people saw this post
• Engaged Users: 189
• People talking about the Contest: 67
Effect on AIS Page:
• Likes as on 3rd July 2013: 293 (Increased by 34 Likes)
• Talking about the page as on 3rd July 2013: 156 (Increased by 136)
Winners of the contest:
• Mr. Dashrath Redij – Working in SSA Architects - Mumbai
https://www.facebook.com/dashrath.redij/about
• Mr. Bushan Palande – Working in Hafez Contractor Architects - Mumbai
https://www.facebook.com/bhushan.palande.79/about
• Mr. Yogesh Deshpande – Sleek Kitchens & Interiors Dealer - Pune
https://www.facebook.com/yogesh.deshpande.7/about

Observations of the Implemented plan
 Facebook
• Likes increased to 298
• People talking about increased to 177
*As on 6th July 2013.

Recommendations for Social Media Marketing
Future Actions
 Content Marketing: Creation & Participation
• Blogs
- Blog improves online presence and search ranking.
- Blog related to information on various AIS projects, home décor, interior design etc.
- Content on current trends and news related to the glass industry.
- Press releases and other media coverage for brand promotion of the company.
- Case Studies of the projects executed by AIS can be put up on the blog.
• Forums
- Participation in Group Discussions on blogs relevant to our S.B.U.
- Its a interactive medium to communicate.
 Online Lead Generation Activities
- Road block- Forms fills on content sites.
- Login Dialog on social media platforms.

Social Media Platforms
- Creating Reflections in Social Media…
Facebook Twitter Linked-In YouTube Google Plus
Snap Sharing.
Personal
branding.
Starting up a
discussion.
TV Commercials Google+
hangouts.
Sharing TV
commercials.
Promoting
tweets.
Participate in
group
discussions, to
relevant Industry.
New Product
Videos. Benefits: SEO &
Auto
Recommendation
Interactive posts. Drive Traffic
Creation of an
Event .
Videos of Events.
Informative posts.
Live & instant
event update.
Send In Mails to
targeted profiles
on LinkedIn.
Running contests.
Supports
customer service.
Running
campaign.

Online Media Agency
Parameters Post Box
Com.
Enkonversation Enterprise
Social Media
Webzol Tribal World Media
(DDB Mudra)
Ideas 5 3 7 2 9
Technical
Knowledge
6 5 8 5 10
Existing Clients 8 3 8 6 10
Experience in the
Industry
5 3 5 3 10
Service Level 7 4 8 2 10
Total 31 18 36 18 49
Scores are allocated on judgmental basis and weighted out of 10 points

Ideas for Social Media Marketing
• Regular updates on social media, Promote knowledge more compare to products.
• Create interactive & informative tabs on social platforms.
• Develop architectural games on social medias and mobile platforms.
• Develop architectural mobile applications.
• Hold webinars and built audience.
• Publish in-house articles and case studies on various platforms.

DIGITAL MARKETING - AIS

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