Tag Archives: Twitter case study

A joint crowdsourcing Twitter campaign by #OlaOutStation and Wandertrails

Ola Cabs and Wandertrails jointly conducted a crowdsourcing Twitter campaign to build a list of little-known destinations in India. Joint Twitter campaigns by two brands are rare to see. More often there is an argument about benefit that each brand might reap from such joint campaigns. But, here’s an example of a joint crowdsourcing Twitter campaign that seems to have helped both Ola Cabs and Wandertrials.

What is Wandertrails?

Personally, I had heard this brand name for the first time. I reached their website through the website mentioned in their Twitter bio. So, Wandertrails offers ‘Experiences’ and ‘Experiential Stays’ at some of the most destinations like Wayanad, Coorg, Pondicherry, Goa, Munnar, Bengaluru etc.

crowdsourcing Twitter campaign

Wandertrails Website

Synergy between Ola OutStation and Wandertrails

Ola Cabs recently launched the OutStation service. And, as I understood Wandertrails was looking for some good visibility. Hence, there was a synergy for sure from marketing objective perspective. However, whether going by the traditional debate of having a brand of equal stature for joint campaigns, I can’t comment what made Ola go for this proposition.

What was in it for the audience?

A vague bait of ‘sponsored trip by Ola OutStation and Wandertrails’! Generally, such campaign do require a detailed T&C for audience to refer and understand the outcomes of the campaign. However, I couldn’t find any such explicit mention on the timeline or the contest tweet.

What were the little-known destinations?

Quite a few people responded to this contest tweet made by Ola Cabs. Some of the names that sounded new to me were – Cancer Hills (Gwalior, MP), Barog (Solan, HP), Mokokchung (Nagaland), Nubra Valley (J&K), Kunti Betta (Karnataka), Sonapani (UK), Nohkalikai Falls (Meghalaya), Mandarmoni (WB), Munsiyari (UK), Zuluk (Sikkim) and many more.

What was the outcome of campaign?

Lot of questions bothered my mind:

  1. Who gained more from this campaign? – Ola Cabs or Wandertrails
  2. How will Ola Cas and/or Wandertrails plan to use this crowdsourced information?
  3. What benefit do respondents get by participating in this campaign, apart from being promised a vague offer of sponsored trip?

What are your thoughts on this campaign?

10 mistakes of Rajnikanth’s Twitter launch for the movie Kochadaiiyaan

There would be hardly anyone on this Earth, or may be in this universe who hasn’t heard about the superstar Rajnikanth. He has been amongst us with this exemplary movies, email / facebook / Twitter / whatsapp jokes. He once again made it to the news though for negative reasons, thanks to the digital / social media agency that launched him on Twitter for his upcoming movie Kochaidaiyan. No wonder, the news spread like wildfire and caught attention of not only Twitter users but also mainstream media. However, the agency mis-handled this campaign, sadly Twitter India also joined the spoilsport and more importantly Rajnikanth made a huge mistake. Here, are the ten mistakes of this campaign that became famous for all wrong reasons:

1. Using the same account that was created an year ago

The account @superstarrajini was created a year ago and the agency conveniently thought to reuse the same account. Little did they think about the history of the handle.

 Rajnikanth Twitter handle2. Non-personalized first tweet

If you are a true Rajnikanth fan, you would know the manner in which he addresses the audience from his heart. The first tweet looks so crafted and has no personal touch, that Rajnikanth offers to his fans in real world.

Rajnikanth on Twitter

 3. Automated replies

There couldn’t have been a bigger crime than this. Agency simply started automated replies. This completely defeated the underlying principle of social media. How could the agency afford to even think of automating replies from a celebrity’s Twitter handle specially of the stature Rajnikanth! Have you ever seen Amitabh Bachchan’s Twitter handle doing that?

 4. No personal interaction by the superstar

The replies were standard and with no personal involvement and clearly looked to be automated. It would have helped if the superstar was asked to be personally involved at least for few initial tweets.

 5. Deletion of tweets

By the time the negative force gained strength on Twitter, the agency seems to have realized its mistake and instead of learning from the mistake, they made another unpardonable blunder of signing up with @Tweet_Delete and started deleting the tweets. Little did they knew that all numbers were already captured by tools and deleting tweets was only going to further damage them. As of this morning all the tweets have been deleted and now it shows just the one introductory tweet from Rajnikanth. Truly, this would have been the last blunder I would have committed had I been at their position.

 6. No personalized movie poster

The objective in the replies was to share the poster of the upcoming movie. If at least the poster was customized with the receiver’s name or Twitter handle, it would have more sense, than just tweeting the same poster to everyone. A classic example of personalization was BCCI’s campaign on Sachin Tendulkar’s retirement.

7. No daily / hourly limit ?

Twitter didn’t remain silent but played an equal role in the spoilsport. To the best of my knowledge there is an hourly limit of 200 tweets and a daily limit of 2,000 tweets for an individual on Twitter. How was Rajnikanth’s Twitter handle allowed to exceed this number and yet not blocked?

 Rajnikanth on Twitter

8. How could verified sign be given so early?

The account that was inactive until hours ago, immediately received a verified sign to assure that new people who became aware of the handle, definitely followed the account. Wonder how did Twitter allow that? Was Twitter all excited about Rajnikanth and least bothered about the malpratices the agency was doing?

9. How can Twitter India promote it?

I just couldn’t digest the fact that Twitter India ran a Promoted Tweet campaign to amplify the reach of the tweet from Rajnikanth’s account, inspite of all the bot type of activities were done from that account. I would like to question Twitter, how was this campaign approved?

 Twitter promotion for Rajnikanth

Not only that, the more irritating part was Twitter’s India lead retweeting the above tweet on his personal account. Guys, you definitely lost the respect of millions of social media users in this country.

Rishi Jaitly on Twitter

10. Rajnikanth blindly trusted the agency

This I think was the biggest mistake of the campaign that the beneficiary (Rajnikanth in this case) blindly trusted the agency. This clearly shows that in a country like India not only an agency but a platform of the repute Twitter can be manipulated for personal benefit, as long as the other party is paid.

This instance should be a strong learning for all clients (be it individual celebrities or organizations) that its high time you all educate yourself before landing at the doorstep of an agency. At least have some basic knowledge of the media channel you think to leverage.

This campaign is an exemplar of how an agency can s***w your brand to the core.

Why Hero Motocorp’s five year warranty message doesn’t appeal me anymore!

I was recently going through a document titled, ‘How Social Interactions Enhance Customer Engagement Processes’ and came across this below graph that details the reasons why organizations are motivated to invest in Social Intelligence Tools. I am sure many of you would be aware of these tools, but in the interest of larger audience, let me briefly explain what these tools are meant for. These tools help brands dig any content that appears on the Internet around specific keywords. So, organizations with the help of these tools and effective choice of keywords try to mine conversations that are occurring about the brand and the organization. These conversations help organizations to take important decisions.

The below graph establishes the fact that as customers are active in the social media era, they voice their queries, concerns, grievances about a product / service comfortably on social media channels and hence it is inevitable for brands to listen these and respond them.

Social Intelligence Tool

Image Courtesy: Venture Beat

Alas! I recently had a terrible experience with one of the country’s largest brands – Hero Motocorp. I own a Hero Motocorp bike and went for regular service to their service station and had a miserable experience. The bike wasn’t even cleaned properly, the delivery was delayed by more than five hours and when I raised issue about proper servicing the shop floor mechanics misbehaved with me. One of the mechanics went to an extent of asking ‘are you buying bike for the first time?’, even though I had showed him and his supervisor the bullshit work that he had done throughout the day. There was no courteous / repenting feeling from their side, obviously hard to expect in this industry.

I expressed my concern on Twitter to check if the brand that promises to be ‘Desh Ki Dhadkan’ has a heart to feel the troubles of its customers.

 

But, here came the most shocking experience. Even after 10 days, the brand has not bothered to even acknowledge my concern.

This shows how even larger brands have just jumped the bandwagon of social media without respecting the basic fundamentals. It is insane on part of such large brands to have such careless social media behaviour.

Don’t you think Hero Motocorp should have acknowledged my concern and if not solved my problem, at least could have pacified me to avoid such a blogpost from me?