Talk given by Sanjay Mehta, Joint CEO, Social Wavelength, at the Global Youth Marketing Forum, 2011, at Taj Land's End, Mumbai, on 9th Feb, 2011. The talk is about how Social Media can be used by brands to reach out to youth markets. Besides concepts, the presentation also covers a recent case study that Social Wavelength was involved with, with it's client, Channel [v] (part of Fox network / Star TV).

1. Social Media
Initiatives for
Youth Markets
Sanjay
Mehta
Jt
CEO,
Social
Wavelength

2. A Quick Introduction:
About Me

3. A
Few
of
our
Clients
–
Brands
and
Agencies
One
of
the
Top
5
IT
Companies
in
the
World

4. So what’s
special about
Youth Markets?

5. Enough
and
more
sta/s/cs
about
the
Youth
Market,
I
am
sure..

6. The Youth Market, then..
• EVERYONE
wants
a
slice..
• Wan/ng
is
NOT
the
same
as
Doing!
• S/ll
use
Old
Wine
in
New
BoEle
• Tradi/onal
Media
• New
Media
but
old
ways!

7. What’s
youth
more
likely
to
be
doing?
And
yet,
where
does
the
marke/ng
money
go??

8. It’s
not
about
carpet
• Well
thought
out
strategy
bombing
anymore…
•
Measurable,
clear
objec/ve
driven
Using Social Media then..

9. The way that the youth take
Purchase Decisions
has changed

10. Get into the youth’s
buying decision journey
i. Awareness
/
Considera/on
ii.
Evaluate
–
cri/cal
touch
point
iii. Buy
–
Point
of
Sale
Issues
iv. The
Loyalty
Loop
-­‐
Advocacy

12. • Most
budgets
allocated
to
crea/ve
and
media
buy
• Alloca/ons
are
usually
about
plaUorm
choices
(radio
/
TV
/
Print),
with
digital
geXng
loose
change
• This
doesn’t
work
–
for
youth
markets
at
least
• Also
need
budgets
for
“non-­‐work”
areas
like
crea/ng,
managing
and
monitoring
owned
and
earned
media

13. CASE
STUDY
OF
A
YOUTH
BRAND

14. The Channel [v] Challenge
What
Was
Involved?
i. Target
Group:
college
students
from
all
across
the
country
(core
TG
for
[v]
anyway)
ii.
Event:
India’s
largest
inter
collegiate
event,
Indiafest,
in
Goa
iii.
Reach
as
large
a
number
as
possible,
in
as
short
a
/me
as
possible,
at
as
low
a
cost
as
possible
**
as
always,
the
marke/ng
wish
list


15. Used Our Learning in Social Media
What
works,
what
doesn’t?
A
very
simple
idea..
1. As
a
brand,
don’t
try
to
create
Farmvilles
–
keep
it
simple
2. Causes
that
get
large
scale
par/cipa/on
are
not
about
‘changing
the
world’,
but
about
simpler
issues
in
life
3. Passion
drives
viral
engagement
4. Arm
chair
ac/vism
works
5. Impulsive
par/cipa/on
is
good
6. Easy
way
to
recruit
more
7. In
doing
all
this,
stay
close
to
your
core
TG
and
to
your
core
focus
area

16. What was involved?
1. Applica/on
ran
on
[v]’s
Facebook
page
2. On
the
Facebook
page,
there
was
a
Pre-­‐like
lure,
and
Post-­‐like
revela/on
(fan
build
strategy)
3. The
Display
Picture
of
the
[v]
Facebook
page
promoted
the
ac/vity
4. The
simple
3-­‐step
par/cipa/on
was
highlighted
5. Simply
go
and
‘like’
your
college;
if
you
don’t
find
your
college,
add
it,
and
then
‘like’
it
6. One
could
vote
for
more
than
one
college
7. On
the
mini-­‐page
for
each
college,
one
could
see
names
and
photos
of
all
those
who
had
voted
for
that
college
8. A
Leaderboard
was
shown
prominently;
if
your
college
was
not
there,
you
could
work
on
it!
9. An
‘invite
friends’
link
also
beckoned
10. Sabse
Liked
College
was
promoted
on
various
college
forums
and
groups
11. Regular
posts
happened
from
[v]
FB
page

17. All
about
Increasing
Awareness
And
Amplifying
Growth
Through
Contest

18. Results of Sabse Liked College
i. Ran
from
Dec
12,
2010
to
Jan
31,
2011
ii. [v]
fan
base
on
Dec
12:
343,185
iii. [v]
fan
base
on
Jan
31:
648,079
iv. Growth
of
89%
in
just
50
days!!!

19. THANK
YOU
Sanjay
Mehta
Joint
CEO,
Social
Wavelength
smehta@socialwavelength.com
+91-­‐98200-­‐40918
@sm63
Since
I
see
a
lot
of
students
in
the
audience,
I
must
add
this…
WE
ARE
HIRING!
If
you
are
interested
to
work
on
Facebook
and
TwiEer
all
day
long

,
then
write
to
jobs@socialwavelength.com.