This session was hosted by Scion Social @ SMW Bangalore Know more:http://socialmediaweek.org/bangalore/2015/03/06/expanding-to-rural-markets-using-smart-phones-and-social-media/

1. Expanding to Rural Markets using
Smart Phones & Social Media
Presented by Supriya Kurpad
Marketing Manager & Trainer
Scion Social

2. What is the rural market?
• Home to
– 833 million people
– 68.8% of India’s population
• Tier II and Tier III cities
– Regions with a population of a million or less.
– About 40% of India’s middle class income group
Source: IAMAI

3. Characteristics
1. Population with growing spending power
2. High access to immediate information
3. Higher education rates – informed decisions
4. Growing aspirations – want everything the
urban population has

4. Why are they important?
• 58% growth YoY in rural internet users
• Use of internet on mobile phones:
–70% of active rural internet users
–32% of users access only on mobile
Source: IAMAI

5. What we can expect
• More Indians Online
• Bharath Broadbrand Scheme
– 3 internet connections and 1 Wi-Fi hotspot in each of
2.5 lk gram panchayats
• Digital India
– INR 500cr budget
• Project Loon
• Internet.org
• Online Banking

8. Who can benefit
• FMCG industry
• Travel & Tourism
• Agriculture Products
• Education
• Job Portals
• Matrimonial sites
• Government Initiatives
Source: IAMAI

9. How to Capture the Market?
• SMS Marketing
• Whatsapp Marketing
• Email Marketing
• Social Media

10. What Campaigns to Run
• Facebook
• Google Search
• Google Display
• Regional Networks
• Emails
• Whatsapp

14. Facebook Campaigns
• Use simple graphics
• Incorporate local language
• Use easily readable fonts
• Regional Celebrities / Influencers
• Emotional Content
• Regional Experiences

16. Go Vernacular
• Mindshift Interactive Survey:
– 64% internet users use vernacular languages
– Vernacular sites grow 56% YoY
– English Sites grow 11% in rural markets
• Reduced CPC
• Coca-Cola Hindi Tweet

18. Running a Campaign
• Specific is Terrific
• Know your Customer Avatar
• Target based on
– Region
– Language
– Interests
– Home Town

19. What are these?
• Sonico
• Vkontakte

20. Case Study
• ITC with e-Chaupal in U.P. and M.P.
• Web portal-all in Hindi.
• e-Chaupals offer all the information, products
and services they need to enhance farm
productivity, improve farm-gate price
realisation and cut transaction costs.

21. Regional Platforms
• Bharath Student
• You Flix
• India Forums
• Big Adda
• Viduppu
• Flix Street

22. Case Study
• Hindustan Lever
• Well designed campaigns addressing
– Affordability
– Availability
– Emotional Connect

23. The Trend
• Cost of Ads on Facebook is increasing
• Lower Organic Reach
• Regional is Relevant

24. Hello there :)
We are Scion
Social!
Social Media Strategy
Creation
www.scion-

25. About Scion Social
Scion Social is a digital agency, focused on
Social Media Marketing.
We love managing brands and creating digital
campaigns on Social Media, to achieve your
brand objectives.
We believe that with clarity comes
confidence. The goal of this document is to
help you with making a confident decision
towards investing in Social Media Marketing.
We look forward to an opportunity to work
with your brand.

26. What can Scion Social do?
FACEBOOK
TWITTER
PINTEREST
GOOGLE +
WEBSITE
BLOGGING
YOUTUBE
LINKEDIN
We are a Social Media Agency. We can help you -
• Identify and create your Brand Image
– Based on your Marketing Objectives, of course :)
• Work with your team to help you design a
website which is social media supportive
– We have a kickass website development team too,
you know ;) Just saying!
• Design, develop, and execute a social media
marketing campaign
– We come up with the ideas, create the graphics, write
the copy, schedule the posting to make it viral, and
manage the pages! Are we not awesome?! :)
– Also, you’ll receive regular reports from us. So you’ll
always know what we are up to.

28. Thank you for your time!
www.scion-social.com