Social Media Case Study: Retailers Association of India

Agency Name:

Social Squared

Brand Name:

Retailers Association of India

Objective:

RAI approached Social Squared on Jan 10, 2013 to manage the social media activities & create awareness about RLS 2013 & engage delegates & the community through a vibrant online presence.

Execution:

Facebook:

• Daily update talking about ‘innovation in retail’ – the event’s theme
• Daily update on various speakers for the event & what to expect
• A tactical update talking about what a retailer ought to do
• Encouraging participation in the pre-event online quiz contests
• Updates on event highlights & the valued sponsors
• Updates about the in-event contests & curation of images
• Capture & upload images of the entire event

Twitter:

• Designed the Twitter profile. Used for instant interactions pre & during event.
• The best entries for #ifwomendontshop were awarded gift vouchers
• The best entries for #menwillshopif were awarded gift vouchers
• The hash tag #rls2013 was trending in Mumbai on Feb 7 & 8
• The hash tag #FDIinRetail was trending in Mumbai on Feb 8

Other Channels:

• RAI LinkedIn presence was managed, timely updates about the event
• RAI YouTube videos were shared on other platforms
• The event presentations shared in real time, apt knowledge management
• The RAI blog was updated with session summaries

Results:

The objectives of awareness & participation were met.

1. Delegates who were active on social media and helped spread the word about the event beyond the venue were rewarded
2. Online contests helped to increase awareness beyond the realmof delegates (RAI even got job inquiries on Facebook!)
3. Sponsors & partners have been provided with additional exposure (on social media) making their investment effective
4. RAI now has a growing engagement across all platforms