Here are a few examples that highlight that Indian companies have a long way to go to become good at Social Media Marketing-
Starbucks India quickly deleted one of the post made by their angry customer (on 7th February) and that triggered a viral rage on Facebook & Twitter. Both Starbucks and Starbucks India removed the post from the wall as it was getting more attention than their regular updates, triggering more criticism against the brand. Angry customer had by then tweeted a printscreen of the post made on the Starbuck India’s Facebook wall that also showed number of likes and comment received which got him more attention from the Twitter Community resulting in further damage of Starbucks. Starbucks India didn’t response to the issue on Facebook and deleted the post made by this customer. It stayed silent on Twitter despite many people asked for a response to the issue. They remained thick skinned and continued to do its other Social Media Marketing content activities! The tweet made by this customer (@ArmaanKapur) had received 211 automated Retweets and more than 70 manual Retweets which included tweets from many influencers and RTs obtained via them thus making this incident reach thousands of individuals including journalists from the mainstream media and triggered awesome support from the twitter community.
The brand which has just established its presence in India had a great opportunity to show people that they don’t just claim to sell the best coffee in the world but also offers best customer service – even on Social Media.
LK Advani’s Political Campaign
In a bid to follow the popular Narendra Modi, Indian politician LK Advani, tried to position himself in lines of Obama as a ‘change agent’. He spent an average of Rs. 250 crores for his genuinely pathetic ad campaigns. He literally targeted all the Indian sites with his aggressive Adwords. Perhaps, while promoting himself insanely he forgot that ‘Advani is not a new product on the market’ which needs crazy branding!
Instead of connecting to the people online in a non-intrusive manner or mobilizing the bloggers to write about him, he preferred spamming the sites of the whole wide India. His blog also didn’t seem to appeal to the audience much and he failed both in the elections, and on social media.
Indian Super League
During the soccer World Cup, over 600 million tweets were sent out on Twitter and Indians were actively engaged in discussing the game. After seeing amazing Twitter buzz during the World Cup, ISL should have dominated the social space in India. The excitement is certainly there in the people to watch this sport, but the interaction levels on social media were too little. The engagement was too consumed by celebrity participation only. The league could have increase engagement by organizing regular quizzes/competitions on the official pages, create an international fan base and possibly a Fantasy Super League similar to Fantasy Premier League in EPL.
Volkswagen India for their promotions of Polo and Vento’s Test Drive took a full page ad spread enticed readers with the copy ‘Feel the shiver of excitement?’ First ‘the shiver of excitement’ and then the vibrator on the back, both messages coupled to form a classic case of brand miscommunication and there was that this led to a flurry of tweets making jokes at the ad.
Akshar, a creative designer from India started his Sunday morning seeing one of his works being ripped off by one of the biggest brands – Pepsi. He posted the content on Facebook and Twitter as well and left the people to decide. And in no time, the Facebook post got more than 50 shares, more than 150 likes and 20 people joined in conversations on the content.