Social Media Strategy Review: Blackberry India

This review is a part of our ‘Social Media Strategy Review’ series where we do a 360 degree analysis of a brand’s entire social media activity. You can read the reviews of more brands here.

Introduction:

Blackberry is a line of Mobile phones, Smart Phones, Tablet devices that support a large variety of instant messaging features, with the most popular being the proprietary BlackBerry Messenger service.

Overall Strategy:

All the Social Media channels of Blackberry India are Globalized except Twitter.

Blackberry India has overtime built a huge community of rabid fans on the Social Space. It is noticeable that recently it has been investing a lot of time and money on Social Media. At present, the whole marketing of Blackberry India has embarked an aggressive promotional strategy.

Platform-wise Strategy

Facebook:

Blackberry is nicely leveraging the globalization feature on Facebook for a localized targeting with an integrated global experience.

As of now Facebook page of Blackberry India is solely focused on promoting the all new Blackberry Z10. Its overall branded content has been receiving a very good response, maybe because of the paid avenues. However, it is not following the 80/20 rule. Most of its content is self promotional.

These days, I have been noticing a lot of Blackberry sponsored stories on my news feed. It is evident that its large fan base coupled with paid ads and are working very well with the Z10 promotions, giving it dramatically high engagement rates.

Source: Simplify360 – A Social Media Analytics Tool

Source: Simplify360 – A Social Media Analytics Tool

To my dismay, the permission to post on Blackberry India's Facebook page is denied. Brands forget that Social Media is a two way communication unlike traditional media. You just can't bombard your audience with brand messages. You must listen to them. After all, the sole purpose of Social Media is interaction.

Twitter:

I hardly see Blackberry India Engaging on Twitter. Although a lot of fans are reaching out to the Blackberry India's official page, I cannot see replies from Blackberry's side.

However, I did see Blackberry India's promoted Tweet on my timeline a few days ago. Even after pumping in a lot of money for the Z10 promotions, it was bashed on Twitter. Recently, the price tag of the new Z10 was among the top trends.

Comparison with Competitor:

Just like Blackberry India, Nokia India too is keeping itself away from Twitter conversations. However it has been doing a fairly good job with its Facebook Page.

Inspite if the fact that Nokia India has a smaller community as compared to Blackberry India, Nokia has a higher engagement rate.

Source: Simplify360 – A Social Media Analytics Tool

Source: Simplify360 – A Social Media Analytics Tool

BBM love stories campaign :

I would certainly credit Blackberry India for this amazing campaign on Facebook. A perfect user generated story telling campaign!

Users have to share their love stories that blossomed over BlackBerry Messenger and transformed into real tales.They have to narrate how their romance began on Blackberry messenger where BBM played the cupid.

The campaign identifies the emotional touch points of its target market and connects to their stories first. It then integrates its product feature within the story. It emphasizes on how their love story is incomplete without BBM. Such user generated content has a great scope of virality. It fosters brand association and loyalty.

After all Social Media is not about product stories, it is about people stories.

COMMENTS ON STRATEGY:

Blackberry India has been doing a great job on Social Media. But I shudder at how it has denied users from posting on its wall. Don't try to curb their voice.They will still go out and talk about you

Brands must enable their audience to have a voice to get multiple perspectives about the brand.

FEEDBACK ON STRATEGY:

In my opinion, Blackberry India can do a fabulous job if its Social Media investment is backed with a very good content strategy. In the new media age, success is not defined by how deep your pockets are. It is the depth of words that determine success.

Analytics support courtesy: Simplify360