This ppt is based on comapny XIAOMI which is a chinese mobile company and how they become international brand and a big mountain for the most known brands Samsung and Iphone in the Asian market .. on a broader view it shows the consummer behaviour towards the brand .. "FAN CENTRIC" buisness model is a model which the company use and without any advertisement and traditional marketing how they become so desired brand only throught the social media marketing

1. Social Media Analytics : Xiaomi Case
Study
Customer Behavior Analytics

2.  Xiaomi was founded in 2010 by serial entrepreneur Lei Jun, who believes that
high-quality
technology doesn't need to cost a fortune.
 MI logo stands for “Mobile Internet”
 We produce the Xiamoi phones because of their “MI Fans” and decisively explains
the “FAN CENTRIC” philosophy of its founder
 Xiaomi wants to be the part of the life of customer
 Believe on personalize not professionalism
 They advertise their product only through social media Sinaweibo , Facebook

3. BRAND AWARENESS : XIAOMI IS IN TOP 3

4. SOCIAL MEDIA (A REAL BUSINESS
STRATEGY)
• It allows firms to engage in timely and direct end
customer
• Relatively lower cost as compared to traditional
marketing tools
• Internet has become the medium of choice to
communicate and collecting information

5. FANS PLAY A KEY ROLE IN SOCIAL
NETWORKING SITES
• Social networking sites are full of fans
• A strong fan community can be build through social media
• Helps to know where we lacking in customer’s expectation
• Innovate and redefine
• Shorter learning curve facilitate mass production
• Grade the level of fans and grants variety of incentives and permission
• Word of mouth

6. SMART
PHONE
INDUSTRY
“FAN
CENTRIC
”
SOCIAL
MEDIA
SOCIAL
ENTERPRISE
PROFIT CONTENT
COMPETITION SHARING
LOCUS OF STRATEGY SHIFT FROM
COMPETITION TO SHARING
TECHNICAL
ENVIRONMENTAL
LOCUS OF FOCUS
SHIFT FROM
TECHNICAL TO
ENVIRONMENTAL
SOLICITUDE
INTERACTION
LOCUS OF BEHAVIOUR
SHIFT FROM
INTERACTION TO
SOLICITUDE

9. Xiaomi Forum in India

10. Subscribers - 14,950
YOUTUBE

11. Subscribers- 40,801
YOUTUBE

12. INSTAGRAM

13. 218K followers 181K followers
TWITTER

14. FRAMEWORK TO BUILD FAN POWER
ENGAGE THEM
WITH
INTERESTING
TOPICS
MONITOR
REVIEWS
ATTENTIVELY
ADDRESS THEM
HONESTLY AND
POSITIVELY
UNITE AS A
FAMILY

15. BRAND KEY
BRAND
ESSENC
E
“FAN
CENTRIC”
REASONS TO BELIEVE
• Customer interaction
• Getting positive
feedback
• Positive word of mouth
COMPETITIVE
ENVIRONMENT
• Competes directly to
multinational companies
like Samsung, IPhone
BENEFITS
• Modifications according
to your needs
• Technology upgradations
VALUE &
PERSONALITY
• Optimism
• Honesty
• Service oriented
• Reliability
TARGET MARKET :
Tech savy
DISCRIMINATOR/
USP: Customerization

16. STRENGHTS
Focused on customers
Cost efficient
Social media marketing
Innovation
Customer satisfaction
WEAKNESS
Not focusing on traditional
marketing
OPPORTUNITIES
Growth in new international markets
Can raise more customers through
social media marketing
THREAT
They may lose there market
share.
New entrants with same
business plan.
SWOT

18. LEARNINGS
• Positive e-word of mouth helps a company to get more orders and earn higher
profits.
• Over emphasis on technology or research and efforts to develop unique products
may not lead to success.
• Good reputation can be earned by honoring promises made.
• Fans are the individuals who ultimately support a firm in its high growth phase.
• Negative word of mouth is an asset for the company.

19. Ankur Sharma PGCM5-1503 Neha Kumari
PGCM5-1506 Priyanka Banerjee PGDM2-
1523 Aatish Raj PGDM2