Sunday, October 9, 2011
Anna Hazare - A great example of using Social Media to get scale!!!
Firstly - I am not writing here to show my support or otherwise towards Anna Hazare and his campaign against corruption....
I see the whole thing as a brilliant execution of an idea through social media - esp. when you see MNC's and other large corporations struggling with one Facebook page - one campaign on youtube a little bit of mobile and so on - Off the hand I cant recall a brand that I find visible at all Social touch points as a consumer....
But Anna - OMG he was everywhere during the time of the campaign - Facebook - pages, communities, Orkut, Youtube, Linkedin, Twitter, IVRS, email address, mobile app - I even came across a game designed on the same line as Angry Birds called Angry Anna!!!
But before getting into the whole way in which the Social Media was deployed - I would like to spend some time on why Social Media was used...even while the campaign was crazily publicized over TV, Newspaper and other free sources....
Couple of reasons that I believe made it amenable to social media and hence the success
1. A great Idea - Very Relevant to the TG - the idea of a movement against corruption - something that every Indian suffers from everyday yet is living with it as he/she is not sure what can be done about it! Everyone is living with it because they know they alone cannot change the system and here comes Team Anna and the India against Corruption! The consumer gets exactly what it wanted and wants to help and participate....
2. Campaign ability of the Idea - Getting the Consumer Participation - If this idea were not scaled up - this would have been another piece of NEWS to the janta who was anyway used to getting this sort of news every other day... But Team Anna gave an option to participate and support... I came across a page for e.g. that said - Support Team Anna in 10 ways - putting down some of the interesting ones : -
Follow ‘Janlokpal’ & Kiran Bedi on Twitter:
Join Anna Hazare on Facebook:
Join http://www.facebook.com/annahazare or https://www.facebook.com/IndiACor)
Other than the above 3 - I am sure there are a billion other reasons why the whole Anna bit could have worked but below is a great image I found that gave the campaign the scale that it got...
Below is the scene of Social Media in India....
Well the data in the above image is enough to open the eyes of the big brands to the power of social media.. while I have seen a couple of brands use a bit of it here and there in an attempt to be present for the sake of being present... the success of the Anna Hazare campaign should make all of us marketers respect the birth of the new medium to not just CONNECT but ENGAGE with the consumer!!!!
Will be sure back with more on social media!!!
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