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India Against Corruption
The Social Media Story
Regular chap in a regular jobLiving a 9-5 life but always tried to walk the extra mile
Where it startedAugust –November 2010, a campaign against corruption in
Commonwealth Games. Became a repository for related content
Spreading the word through freebiesSticker of Commonwealth Jhel at a car in Chembur, Mumbai
Visual BrandingAakash Sharma, a senior advertising professional from Lowe Lintas and McCan Ericsson designed the simple yet instantly recognisable logo
More languages, more reachइं�डि�या� अगेंस्ट करप्शन पे�ज पेर अ�ग्रे�ज� और हिं��दी� क� अला�वा� मर�ठी! और बां��ग्ला� सम�त
कई भा�षा�ओं म पे*स्ट डिकए गेंए
Social Media increases footprint30 January 2011 – Solidarity meet in support of India Against Corruption
at Union Square Park, New York
Instant Connect30 January 2011 – Overwhelming response to our call in better e-connected cities like Bangalore, Hyderabad, Chennai, Chandigarh
Content is kingLike in other mediums, creativity counts and returns are great
Community BuildingEmpathise, reach out, offer help – in other words, provide speedy
customer service
ConsistencyBig brands are not built in a day, consistency in service and uniformity of
message is important
Facts and Figures634,895 likes | 52,253,222 friends of fans | 102,028 interactions |
2,295,838 people reached
Social media requires participationIn return, it makes you more credible. If they see you, they trust you
@janlokpalTwitter is undoubtedly the most potent social media vehicle for
individuals, organisations, brands
Among the top brandsSince September 2011, @Janlokpal has consistently been among top 10
most influential Indian brands on twitter, best position - No. 2
Facts and Figures217,051 followers | 15,093 tweets
Key Takeaways
• Zero budget but not zero effort• Consistency of messaging and engagement• Top management involvement• Involving the audience• Geo-targeting• Content – trial and error
Don’t preach, communicateSocial media is egalitarian, everybody is a peer. Go on, make friends, sell
your idea, it doesn’t cost much!
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