Facebook recently crossed the 500 million users mark a few weeks ago. India has the 11th highest number of Facebook users at 10.5 million. Orkut still has a higher fan following among Indians with about 15 million users. But the overall usage of social media among the general public as well as the business users is relatively low in India even today.
But with time, more and more organizations are utilizing the power of social media. As of today, there are about 100 Indian brands on Facebook. When one goes through the list for the first time, there are few observations one can make from it –
- Brands from varied sectors such as telecom, FMCG, Entertainment, Digital Media etc are present on Facebook.
- Out of the 100 or so brands present, more than 30 are inactive or active but not conversational at all
- Very few brands have any contests on Facebook to engage the viewers. Most of them engage viewers through discussions, updates, notifications etc
Having a presence on the social media front is not an end in itself. Being highly active and conversational and engaging the people through contests, discussions, updates etc is the most important thing in social media success. The numbers given below show how people are trusting social media today.
Some of the interesting case studies of Indian brands using Facebook include –
- Tata Docomo – It has more than 200,000 fans. Through special trials, contests and discussions it has built a very strong community with very high engagement.
- Vodafone Zoozoo – It has 692,000 fans and a lot of pictures, videos, Zoozoo contests etc. Winners of these get special Zoozoo cards, merchandise etc.
- Idea campaign – It has more than 87,000 fans and is highly active and conversational. It includes a lot of contests, campaigns on wall posts.
- Amul Butter – It has more than 52,000 fans. A large number of discussions and advertisement posters are present on this community.
- Channel V India – Even though it has a smaller number of fans, more than 18,000, it is engaging audiences in a different way. Promos, trailers and advertisements of shows have been uploaded onto the community.
- Cleartrip – It offers tips, deals and promotions of travel deals on the Facebook wall. It has also connected its twitter account to Facebook.
These are few of the examples which I found interesting among many others. These brands have shown the way for others to use the social media in a much more efficient and integrated manner rather than being on it just for the sake of it.
But there is a long way to go before our own brands can emulate the International Brands like Dell, Coca Cola, Burger King etc. have achieved on the social media platform.
Here is a question – Which Indian Brand(s) you think will (or already has) leverage Social Media more successfully than others ?