Lead Generation

Building a community using social media

Business Needs
The client has a large R&D center in India. Operational for many years now,  they were best known for their engineering development activities in the country. In recent years, the client has expanded their sales and marketing activities in India significantly. However, despite being a global brand and a having a leadership position in several market segments, the company lagged behind many smaller players in terms of sales revenue in the country. The company wanted to create awareness and generate leads for two of its focus segments in a high ROI manner.

Solution
Zebu’s consulting team studied the Indian target audience – primarily system and board-level designers – for the client’s various product lines. While there were  global forums for Indian design engineers, there was no Made for India forum that the Indian engineers could participate in. The team proposed creating a community and using it as a platform to drive its many marketing initiatives for building awareness and generating leads.

An identity was created for the online marketing initiative that highlighted the key message – low power – for the campaign. A landing page was created to act as a watering hole for the design community. Zebu’s  team created identities on popular social networking sites including Facebook, Twitter, social bookmarking sites such as del.icio.us, digg.com and stumbleupon.com. The content strategy was driven by topics of interest and relevance to design engineers. A mailing list was created and grown using contests and periodic electronic direct mailers were sent to respondents to further engage them.

Benefits

Zebu engagement helped the client with the following

• Creation of a community platform that can be a powerful digital asset for the client
• An online presence and a positioning  that can further drive client’s traditional marketing efforts
• An engaged audience that responds positively to various digital marketing initiatives
• A channel for sustained online marketing initiatives

The client now has more than 1500 members on its email list, created solely through this initiative and growing consistently.