How Teacher's, the premium Scotch brand in India went social. A perspective by Shilpa Dureja Puri. Case Study on Social Media Marketing of Teacher's India.

1. Teacher’s India
Going Social Differently

3. Why Social Media?

4. When we began…

5. What do we talk about?
Engaging the Target Audience

6. Tasting notes
Category-specific notes
Brand History
Cocktails
Product-specific notes

7. Event Associations
Parties
Tasting notes
Category-specific notes
Brand History
Cocktails
Product-specific notes

8. Event Associations
Parties
Tasting notes
Category-specific notes
Brand History
Cocktails
Product-specific notes
Us Them

9. Event Associations
Parties
Tasting notes
Category-specific notes
Brand History
Cocktails
Product-specific notes
Us Them

10. How’re the Fans
Are we on the going to react?
How often should we
right track?
change subjects/themes?
How much should we How much is
talk about events? too much?
What’s the right tone
How many to address Fans?
When’s the right
posts per day?
time to post?

11. How’re the Fans
Are we on the going to react?
How often should we
right track?
change subjects/themes?
How much should we How much is
talk about events?
There’s no way to too much?
know for sure
What’s the right tone
How many to address Fans?
When’s the right
posts per day?
time to post?

12. 3065 Impressions
1.27% Feedback

13. 5020 Impressions
2.25% Feedback

18. August 2010

20. Teacher’s India today
1,35,000+ Fans in 7 months
One of the highest user-bases
among Scotch pages in India
Consistently high engagement
& Impression ratio

21. And on Twitter…
Contagious
Conversations

22. What We’ve Learnt So Far…
1. Be Relevant, Stay Relevant
2. Analyze, Learn & Implement
3. Build A Social Path

23. Thank you for your time
Shilpa Puri
Vice President, Publicis Modem