RAI approached Social Squared on Jan 10, 2013 to manage the social media activities & create awareness about RLS 2013 & engage delegates & the community through a vibrant online presence.

1. RETAILERS ASSOCIATION OF INDIA
Social
Media
Campaign
Report

2. The Client: RAI
The Retailer’s Association of India (RAI) is an industry body, a
not for profit organization working with all the stakeholders for
creating the right environment for the growth of the modern
retail industry in India.
Every year, RAI conducts the Retail Leadership Summit (RLS) – a
two day event for retailers.
Members:
RAI members include India’s biggest retailers viz. Future Group,
Reliance Retail, Shoppers Stop, Metro Shoes, and many more.
CEOs, retail industry professionals, students, and media are
important stakeholders.

3. The Objective:
Objective:
RAI approached Social Squared on Jan 10, 2013 to manage the
social media activities & create awareness about RLS 2013 &
engage delegates & the community through a vibrant online
presence.
Duration:
1 month - Jan 10, 2013 to Feb 10, 2013
Support:
The social media activities were well supported by the event
website www.rls.net.in & direct emailers to members.

4. Social Media Platforms Managed:
The following platforms were actively managed:
The activities involved regular updates, planning & execution of
online contests & designing creative for the use in social media &
website. Blog posts were also managed.
In addition, an online real time feedback mechanism was also
employed to help RAI gauge delegate satisfaction.

5. RAI presence (as on Jan 10, 2013)
Platform Presence
Facebook 501 likes, 58 talking about, intermittent updates
Twitter 304 tweets, 149 followers, intermittent updates
LinkedIn Group active but not company profile
YouTube Inappropriate URL, lengthy videos
Blog Not integrated with website, posts without images
Slideshare Not an active account

6. THE
EXECUTION
Facebook

7. Cover image
Tabs

8. Pre-event
Create attractive cover
imagery
Design & develop
Facebook tabs
- Speakers
-Integration of YouTube
& Twitter
Create & update event
related information

9. Daily update talking about ‘innovation in retail’ – the event’s theme

10. Daily update on various speakers for the event & what to expect

11. A tactical update talking about what a retailer ought to do

12. Encouraging participation in the pre-event online quiz contests

13. Updates on event highlights & the valued sponsors

14. Post-event
Updates about the in-event contests & curation of images

15. Capture & upload images of the entire event

16. THE
EXECUTION
Twitter

17. Designed the Twitter profile. Used for instant interactions pre & during event.

18. Pre-event
Contests were created for
Twitter
Highlighted the event
themes of innovation,
women in retail &
shopping through retail
quizzes & hash tags:
#rls2013
#innovation
#ifwomendontshop
#menwillshopif
#FDIinRetail

19. #ifwomendontshop
The best entries for #ifwomendontshop were awarded gift vouchers

20. #menwillshopif
The best entries for #menwillshopif were awarded gift vouchers

21. 700+ mentions #rls2013
The hash tag #rls2013 was trending in Mumbai on Feb 7 & 8

22. 600+ mentions #FDIinRetail
The hash tag #FDIinRetail was trending in Mumbai on Feb 8

23. THE
EXECUTION
Other media

24. RAI LinkedIn presence was managed, timely updates about the event

25. RAI YouTube videos were shared on other platforms

26. The event presentations shared in real time, apt knowledge management

27. The RAI blog was updated with session summaries

28. Before & After (a comparison):
Before After

29. /retailersassociationindia + 22% in Likes
3 fold in Engagement
612
178
501
Likes
58 Engagement

30. @rai_india 5 fold in Tweets
3 fold in Followers
444
1569
149
Followers
304
Tweets

31. The Result:
The objectives of awareness & participation were met.
1. Delegates who were active on social media and helped spread
the word about the event beyond the venue were rewarded
2. Online contests helped to increase awareness beyond the
realm of delegates (RAI even got job inquiries on Facebook!)
3. Sponsors & partners have been provided with additional
exposure (on social media) making their investment effective
4. RAI now has a growing engagement across all platforms