Our Joint CEO spoke at The Indian Society of Cosmetic Chemists (ISCC) on 'Social Media for Personal Care'

1. Sanjay Mehta
Know the modern consumer of Personal Care
HOW SOCIAL MEDIA CAN HELP
Sanjay Mehta
Jt. CEO, Social Wavelength

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Recommendations from
Friends and Peers
Recommendations From Professionals & ExpertsOther Online Influencers
Suggestions from Online
Communities and
Relatives
What is the best personal care
product for my oily skin?
Online Ratings
and Reviews by
others consumers
How does a modern day consumer decide about her personal care needs…
It is critical for brands to understand and utilize this new medium well…

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Where do these insights come from? About Me..

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Our clients include… (NOT an exhaustive list)

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State Of Internet In India

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AGENDA

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• Most brands have mounted the Facebook bandwagon
• You create a Facebook page
• Put your TVCs on to YouTube
• Maybe a Twitter handle too
• Is that the right way to manage Social Media?

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• Conversations are largely public in nature
• There can be opportunities to guide consumers on
making the right choice: Thought Leadership
• Consumers could be sharing wish lists: Market
Research opportunity
• They could be complaining about your products:
ORM
• Brand choices could be discussed: You have to listen!

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Forums

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The Process of Listening..
Monitoring
Customer
Relationship
Management
(CRM)
Sentiment
Understanding
PR Crisis
Alerts
Sales
Opportunities
Real time
Customer
Surveys
Business
Intelligence

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• What more does your TG do on social media?
• Fashion, Lifestyle, Music, Films, Books..?
• Going beyond chatter around your brand and your
category – understanding consumer insights
• Enables you to improve your products, service,
marketing communication, etc.
• A snapshot of Health and Beauty Conscious in India..

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• Not a sales push, genuine conversations
• Engage the influencers in the space
• Lots of questions around personal care; can you be
the one to provide wise answers?
• No random chatter – be at the cross section of brand
interest and consumer value

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• Personal Care space is clearly about conversations
• Traditional means of advertising or market research
are slowly giving way to interactive, social media
• Brands need to think beyond the hygiene of a “social
media extension of a mainline campaign”
• New media, new ways of engagement, new
consumers will need new business structures as well

35. Sanjay Mehta
Sanjay Mehta
Joint CEO, Social Wavelength
smehta@socialwavelength.com +91-98200-40918 @sm63
THANK YOU