Description
CASE STUDY ON ADITYA BIRLA GROUP
Aditya Birla Group Leadership Programs
Online Branding
Feb 2012 MixORG
© MixORG
AGENDA
? Introduction ? Executive Summary
? Plat©©forms Used
? Online Strategy ? Outcome and Impact
? Learning
? Links
© MixORG
INTRODUCTION
© MixORG
FACTFILE Brand Company Industry Duration
• ABGLP
• Aditya Birla Group • Conglomerate • 10 days in February 2012
© MixORG
ADITYA BIRLA GROUP
? US $30 billion global corporation
? India-based, global conglomerate
? 130,600 employees, belonging to 40 different nationalities ? Present in various sectors:
? Retail
? Mining ? Financial Services
? Cement
? Chemicals
? Textiles and many more…
© MixORG
ABG Leadership Programs (ABGLP)
Launch • In 2007 by Aditya Birla Group Objective • Hire and groom the best talent from leading B-schools • Cultivate high quality future leaders with innovative thinking Programs • LEAD (for individuals with 4-6 years? experience) • LEAP (for individuals with 0-3 years? experience) • Group Internship Program Target Audience
• IIM Ahmedabad • IIM Bangalore IIM Calcutta IIM Lucknow ISB-Hyderabad XLRI
© MixORG
Objective of the Campaign
Ensure Brand Building for the ABG Leadership Programs Create awareness about the LEAD and LEAP programs Encourage visits to the ABGLP website and LinkedIn page
© MixORG
EXECUTIVE SUMMARY
© MixORG
Background
• ABGLP branding mostly offline and on website • Hired MixORG to drive online branding through Social Media
Major Initiatives
• Platform Development • Engaging Community
Lead Generation Targeted Advertisements
Impact
• 1.9 million impressions in ten days • 1500 people clicked on ads
Outcome
• Successful campaign with innovations • Good introductory experience for ABG?s first stint with Social Media
© MixORG
PLATFORMS USED
LinkedIN
• Dedicated Company Page was created • Ads were run that led to the ABGLP LinkedIn page
Facebook
• Target audience present in very large numbers • Targeted ads were run
Website
• Facebook ads led traffic to website
© MixORG
STRATEGY
© MixORG
ONLINE BRANDING
Ads to increase brand recall
Networks most used by Target Group
Max ad impressions within budget
Attractive landing pages
Max information in most effective way
© MixORG
Innovation in Platform Development
? Decision to create dedicated space for ABGLP on LinkedIn ? Choice between:
LinkedIn Company Page Tell your company?s story Highlight your products and LinkedIn Group Start topic of discussion Like and comment on discussions Follow people in your group LinkedIn Profile Represent your career accomplishments Enable people to connect with you Get and give recommendations
services
Engage with followers and drive
word of mouth Share career opportunities
Discuss career opportunities
© MixORG
Search for jobs
Figure: Features of each of the LinkedIn pages
Innovation in Platform DevelopmentLinkedIn Company Page
Best choice
• For online branding on LinkedIN • Features most suitable for engagement
Problem
• Only allowed for registered companies (LinkedIn rules) • Verified via company email id and website
SolutionInnovation!
• MixORG purchased domain space in the name of ABGLP • Created „company? email id -> registered Company Page
© MixORG
ENGAGING COMMUNITY
Attractive Banner on Home Page
Video testimonials Share and recommend products
Tag employees
“Follow Company” option
List Programs as Company “Products”
Office map
“Share” the page
© MixORG
Careers Tab
© MixORG
© MixORG
? ABGLP Programs listed
as „Company Products? ? Description of each program given ? People can „Share? and „Recommend? the programs
Chitra recommends the GIP
© MixORG
© MixORG
© MixORG
Company Page allows the feature of inserting Google Maps
© MixORG
LEAD GENERATION
Lead generation mechanism in LinkedIn
Visitors request to be contacted with information
Serves to gather relevant leads and create database
© MixORG
© MixORG
Reach Ads directly to the six target colleges
High CTR expected on Ads
Bid type NOT Pay per click
Pay per impression ensured higher ROI
© MixORG
Outcome & Impact
© MixORG
LinkedIn Number of people targeted Number of Impressions/ people viewing: CPM (Cost per 1000 views) Landing Page of Ad Number of people who clicked on Ad Cost per click Lead Count* Cost per Lead generated Frequency** Amount spent on campaign 3,514 18,935 Rs 500 LinkedIn company page 87 Rs 115 18 Rs 555 N/A Rs 10,000
Facebook 61,700 1,874,931 Rs 5.33 ABGLP website 1,382 Rs 7.25 N/A N/A 35 Rs 10,000
© MixORG
*Number of leads ABGLP received, that is people who requested to be contacted about ABGLP
**Number of times the advertisement appeared per profile, indicating number of times one single person could have seen the ad
Spike in Number of Impressions during the Ad Campaign
(Feb 9- Feb 19, 2012)
© MixORG
Learning
© MixORG
Innovation in Platform Development
• Company Page best for engaging and branding • Can also be used for Company departments, branches and programs
Targeted Advertisements
• Pay per click when expected CTR is low • Pay per impression when expected CTR is high
Multiple Platforms
• LinkedIn offered much less reach in the same budget as FB • But repeated sightings on multiple platforms increases brand recall
© MixORG
LINKS
Website • http://www.abglp.com/ LinkedIn • http://www.LinkedIn.com/company/adityabirla-group-leadershipprograms?trk=tabs_biz_home
© MixORG
152, Lower Ground Floor
Kailash Hills
Near G-Block, East of Kailash
New Delhi-110 065
[email protected]
© MixORG
doc_313030843.pdf
CASE STUDY ON ADITYA BIRLA GROUP
Aditya Birla Group Leadership Programs
Online Branding
Feb 2012 MixORG
© MixORG
AGENDA
? Introduction ? Executive Summary
? Plat©©forms Used
? Online Strategy ? Outcome and Impact
? Learning
? Links
© MixORG
INTRODUCTION
© MixORG
FACTFILE Brand Company Industry Duration
• ABGLP
• Aditya Birla Group • Conglomerate • 10 days in February 2012
© MixORG
ADITYA BIRLA GROUP
? US $30 billion global corporation
? India-based, global conglomerate
? 130,600 employees, belonging to 40 different nationalities ? Present in various sectors:
? Retail
? Mining ? Financial Services
? Cement
? Chemicals
? Textiles and many more…
© MixORG
ABG Leadership Programs (ABGLP)
Launch • In 2007 by Aditya Birla Group Objective • Hire and groom the best talent from leading B-schools • Cultivate high quality future leaders with innovative thinking Programs • LEAD (for individuals with 4-6 years? experience) • LEAP (for individuals with 0-3 years? experience) • Group Internship Program Target Audience
• IIM Ahmedabad • IIM Bangalore IIM Calcutta IIM Lucknow ISB-Hyderabad XLRI
© MixORG
Objective of the Campaign
Ensure Brand Building for the ABG Leadership Programs Create awareness about the LEAD and LEAP programs Encourage visits to the ABGLP website and LinkedIn page
© MixORG
EXECUTIVE SUMMARY
© MixORG
Background
• ABGLP branding mostly offline and on website • Hired MixORG to drive online branding through Social Media
Major Initiatives
• Platform Development • Engaging Community
Lead Generation Targeted Advertisements
Impact
• 1.9 million impressions in ten days • 1500 people clicked on ads
Outcome
• Successful campaign with innovations • Good introductory experience for ABG?s first stint with Social Media
© MixORG
PLATFORMS USED
• Dedicated Company Page was created • Ads were run that led to the ABGLP LinkedIn page
• Target audience present in very large numbers • Targeted ads were run
Website
• Facebook ads led traffic to website
© MixORG
STRATEGY
© MixORG
ONLINE BRANDING
Ads to increase brand recall
Networks most used by Target Group
Max ad impressions within budget
Attractive landing pages
Max information in most effective way
© MixORG
Innovation in Platform Development
? Decision to create dedicated space for ABGLP on LinkedIn ? Choice between:
LinkedIn Company Page Tell your company?s story Highlight your products and LinkedIn Group Start topic of discussion Like and comment on discussions Follow people in your group LinkedIn Profile Represent your career accomplishments Enable people to connect with you Get and give recommendations
services
Engage with followers and drive
word of mouth Share career opportunities
Discuss career opportunities
© MixORG
Search for jobs
Figure: Features of each of the LinkedIn pages
Innovation in Platform DevelopmentLinkedIn Company Page
Best choice
• For online branding on LinkedIN • Features most suitable for engagement
Problem
• Only allowed for registered companies (LinkedIn rules) • Verified via company email id and website
SolutionInnovation!
• MixORG purchased domain space in the name of ABGLP • Created „company? email id -> registered Company Page
© MixORG
ENGAGING COMMUNITY
Attractive Banner on Home Page
Video testimonials Share and recommend products
Tag employees
“Follow Company” option
List Programs as Company “Products”
Office map
“Share” the page
© MixORG
Careers Tab
© MixORG
© MixORG
? ABGLP Programs listed
as „Company Products? ? Description of each program given ? People can „Share? and „Recommend? the programs
Chitra recommends the GIP
© MixORG
© MixORG
© MixORG
Company Page allows the feature of inserting Google Maps
© MixORG
LEAD GENERATION
Lead generation mechanism in LinkedIn
Visitors request to be contacted with information
Serves to gather relevant leads and create database
© MixORG
© MixORG
Reach Ads directly to the six target colleges
High CTR expected on Ads
Bid type NOT Pay per click
Pay per impression ensured higher ROI
© MixORG
Outcome & Impact
© MixORG
LinkedIn Number of people targeted Number of Impressions/ people viewing: CPM (Cost per 1000 views) Landing Page of Ad Number of people who clicked on Ad Cost per click Lead Count* Cost per Lead generated Frequency** Amount spent on campaign 3,514 18,935 Rs 500 LinkedIn company page 87 Rs 115 18 Rs 555 N/A Rs 10,000
Facebook 61,700 1,874,931 Rs 5.33 ABGLP website 1,382 Rs 7.25 N/A N/A 35 Rs 10,000
© MixORG
*Number of leads ABGLP received, that is people who requested to be contacted about ABGLP
**Number of times the advertisement appeared per profile, indicating number of times one single person could have seen the ad
Spike in Number of Impressions during the Ad Campaign
(Feb 9- Feb 19, 2012)
© MixORG
Learning
© MixORG
Innovation in Platform Development
• Company Page best for engaging and branding • Can also be used for Company departments, branches and programs
Targeted Advertisements
• Pay per click when expected CTR is low • Pay per impression when expected CTR is high
Multiple Platforms
• LinkedIn offered much less reach in the same budget as FB • But repeated sightings on multiple platforms increases brand recall
© MixORG
LINKS
Website • http://www.abglp.com/ LinkedIn • http://www.LinkedIn.com/company/adityabirla-group-leadershipprograms?trk=tabs_biz_home
© MixORG
152, Lower Ground Floor
Kailash Hills
Near G-Block, East of Kailash
New Delhi-110 065
[email protected]
© MixORG
doc_313030843.pdf