IndiaSocial Case Challenge- edition 2
Category: Best use of Platform
Title: Knowing your customers, the social way
Share a little about your Organisation
Incorporated in 1997, Canon India Pvt. Ltd. is a 100% subsidiary of Canon Singapore Pte.Ltd; a world leader in imaging technologies. Canon today has offices spread across 7 cities in India with an employee strength of over 840 people and markets 160 comprehensive range of sophisticated and contemporary digital imaging products in the country. These include digital copiers, multi-functional peripherals, fax-machines, inkjet and laser printers, scanners, All-in-ones, digital cameras, digital camcorders , dye sub photo printers and multimedia projectors semiconductors, card printers & cable ID printers.
Executive Summary
As a company who is committed to deliver value to our consumers, we have been successfully able to leverage the power of social media by creating our own Social Community and CRM “Canon Edge” and bring value to our members. Although this is just the first step towards knowing our consumers better, but we have been able to receive a wonderful response from the users and are committed to take this platform to the next level and provide more engagement and customer service experience to our consumers.
Nature of the programme/ activity/ campaign
Business to Consumer
Duration of the said programme/ activity/ campaign. Start date-end date
Started around 2 years back and is an ongoing activity
Background
We wanted our consumers to engage with the brand in a very interactive platform and share their thoughts and views with other like minded people.
Objectives
The objective was to know all our consumers and make them engage with the brand. The goal was to have a brand recall with the consumer and understand their needs and preferences in more depth.
Strategy and Planning
We had initially started this platform for primarily DSLR Consumers and later opened it for other Canon Product owners as well as prospective users who wish to engage with the brand. This platform is a highly engaging platform built in the way of a Social CRM where we not only listen to our members but also get to know them better.
Stakeholders
All Canon product owners as well as non product owners who wish to engage with the brand. The idea is to build a strong brand connect with the members, understand them better and provide them world class services.
Choice of channel/s
We decided to start our own Social Engagement Community by the name of Canon Edge for this initiative and are currently using Facebook and YouTube to promote this portal.
Implementation
We developed various user engagement programs like Canon Edge Blog, Monthly Contests, Forums, etc. as well as updated our members regularly about the latest promotions and product launches at Canon by way of newsletters. We initially started this model with our Cameras division and later opened this community to other product divisions as well.
Impact and Outcome
We currently have more than 1,35,000 registered members who are growing by the minute and we have been able to achieve 20% growth in terms of user registrations and engagement on a monthly basis.
Learnings
What next
Testimonials
Not available.
External Agencies: Any partners who helped you with strategy
Not available.
External Agencies: Any partners who helped you with implementation
We had evaluated various digital agencies to work with us on this project and have chosen Webchutney Studio Pvt. Ltd. to develop this platform and take it to the next level of user engagement and participation.
Suitable title
Knowing Your Consumers – The Social Way
Factsheet
Name of the Company: Canon India Pvt. Ltd.
Category: Best use of Platform
Case submitted by: Mr. Atul Jain
Website: www.canon.co.in
