Social Commerce For

RTC Restaurants India Ltd

Promoting Party Venues on New Year 2010 By

Cloud 9 Media

Case Study

RTC Restaurants India Ltd. is a restaurant chain with Mandarin Trail & Polka under its name

RTC is in joint venture with Sbarro and has franchise of Ruby Tuesday

Key Competitors: RPM, Dazzle, Play, etc

Objective : Promote Party Venues like

Mandarin Trail, Polka and Ruby Tuesday on New Year’s eve

Situation

• Average annual income of online users is 3.2 times the national average (National Average = Rs 37,490) i.e. Rs 1,19,968

(Source: Express India, May’2009)

• 80% of online users belong to 19-35 years i.e. 48 Mn• 75% of online users belong to aspiring & consuming class & half of

them belong to SEC ‘A’ & SEC ‘B’ i.e. 45 Mn• (Source: Juxt Consult, Online Survey’ 2009)

In a nutshell – Social Networks such as facebook are a great place to promote places of entertainment!

Peer and recommendations driven this media gives higher ROI than any other media

Profile of Internet Users In India

• Facebook noticed a growth of 89% users over last year

• 109% growth of the users between 18 to 35 years• Most preferred network by youth• Perceived as most secure social media site• The website is heavily used to share events and

conference(Source: Comscore, July 2007)

Why Facebook…??

Event Group – 20Ten Cheers!!!!!!Brand Messenger – Rheareddevil Sawhney

Cloud 9 Media personified the brand on social media with acharacter called Rheareddevil Sawhney

Solution

Party & Fun – 20Ten Cheers!!!!!!

Cloud 9 Media created awarenessaround Polka, Ruby’s Tuesday &Mandarin Trail by creating

interest around Party, Fun &Joyon new year’s eve. The groupcommunicates about the funelement, the choice of music andexciting offers.

Solution

- Cloud9 created a character who represents the party lovers - Share information, trivia and brand and event talk- Sending party invitations to fans & friends- Sending messages and e-vouchers to the attendees

Logic

Response

Response

Brand messenger actively informing the event

attendees

Over 100 Members in 15

days

Response

Over 70 Confirmed Guests

Over 2000 People messaged in 15

days

Reached 4,03,400people

In 15 Days

Via Over 700 Friends

Over 70 Confirmed Guests Over 90 May be attending guests

Over 850 Response awaited

Result

Welcome to World 2.0!

Did You know?

2/3 of the economy is now influenced by Personal Recommendations Source McKinsey & Company

Only 14% of people trust ads

78% of people trust consumer

RecommendationsSource: Neilsen Global Trust In Advertising

Survey, 2008

Over 40 million users are online

That’s over 5 times the readership of the largest selling

English daily ,Or

3 times the combined readership of the leading 3

newspapers in India, Or

3 times the combined readership of India's leading5 English magazines

Social Media India PerspectivePR using Social Media

Investment Return on Social Media

At less than 1/4th the cost of your Total Marketing & Communications Budget

You can use Social Media to Enhance •PR •Customer Service•Loyalty Building•Collaboration •Networking •Thought Leadership •New Customer Acquisition

So what’s the BEST way to communicate on Social

Media?

http://bit.ly/hmhrS

View Cloud 9 Credentials

Two Ways to do itOption One: Do it yourself

a) All social network tools are FREEb) But it’s time-consumingc) You’ll need to pay someone to create the conversation d) You’ll need to pay someone to monitor the conversation e) If you want to respond you need to speak the ‘language’f) If you miss something, too badg) Great for small businesses without many conversations

Option Two: Professional Social Media Communications from CLOUD 9

a) Costs around $3000 - $ 5000 a monthb) No need to chase CONSUMERS , they come to youc) You can see who is doing the talkingd) You can get advice on how to responde) You know you won’t miss anything because someone else

is doing the watchinga) You can benchmark against your competitors and chart data

cloud9

Lets get your brand talking!WRITE TO US

Nipun Kapur (Global Sales) Ritesh Mathur (India Sales)9818450157 9717775750Nipun.k@digiqom.com Ritesh.m@digiqom.com

Log on to www.digiqom.com