Social Wavelength's listening initiative with Radian6 identified sales opportunities worth crores for a leading luxury car manufacturer. This was achieved by studying relevant social media conversations and filtering them to spot genuine potential buyers.​

1. Have a question? Contact us at:
www.socialwavelength.com sfmc@socialwavelength.com +91 22 61273000
Salesforce Marketing
Cloud - Success Stories

2. Have a question? Contact us at:
www.socialwavelength.com sfmc@socialwavelength.com +91 22 61273000
CASE STUDY: LUXURY CAR BRAND
Using Social Media Listening to generate leads for a Luxury Car Brand
Why Social Media Listening?
Social media listening helps brands identify and
assess what is being said about their products/
brands, category as well as their competition,
on the internet. There are several ways in which
social media listening can add significant value:
understanding brand and category sentiment,
identifying sales opportunities, addressing
potential PR crises, amongst others. It also helps
derive insights into consumer decision making
thereby helping craft more relevant
communication.
The changing demographic of social web users
and the time they spend on social media makes
them a highly potential audience with buying
power. Brands can now look to social media to
achieve their business objectives.
Let us look at how Social Wavelength's listening
initiative for a leading luxury car manufacturer
identified sales opportunities by studying
relevant social media conversations.
Background
The automobile giant is one of the top selling
luxury brand cars in the world with aggressive
growth plans for India. It sold over 10,000 units
in India the year 2013 and has registered a year-
on-year growth of 11%. With the luxury car
segment in India growing at a rate of 15%,
brands want to tap every sales channel
available. Why not capitalize on the
opportunities available on social media (given
serious audience profile on social web,
harnessing this channel was an opportunity not
to be missed)? Social Wavelength, with their
expertise in social media communication,
monitoring and analytics had just what the
luxury car brand needed.
Challenge
There were surely a lot of conversations taking
place on the social web amongst car enthusiasts
about luxury car brands. The big challenge lay
in identifying those with serious buying capacity
from these multitude of conversations.
With a plethora of conversations happening
everyday around luxury cars, how do you
identify leads that can be converted into sales?
And then, amongst thousands of aspiration
driven conversations on buying luxury cars, how
do you spot the genuine ones with purchasing
power?
Strategy
Social Wavelength put in place a structured, two
point strategy to fetch maximum sales
opportunities for the brand. One, a state of the
art enterprise-grade monitoring tool to identify
relevant conversations on social media. Two, a
rigorous process with a team of trained
resources to manually verify and filter those
leads to identify the ones with purchasing
power and not just aspiration.
The key to success lay in adding the filter of
‘ability to buy’ to the entire set of ‘ability to
buy’ conversations that we had captured
with the help of Radian6. The team at our
Social Media Command Centre effectively
did this by sifting through profile of people
who had declared an intent to buy.

3. Have a question? Contact us at:
www.socialwavelength.com sfmc@socialwavelength.com +91 22 61273000
Tool
Social Wavelength is the India reseller of the
world's leading social media monitoring
tool - Radian6, a part of the Salesforce
Marketing Cloud.
Radian6:
1. Covers over 1 billion data sources across
the web
2. Has access to the Twitter Firehose ensuring
100% coverage of the platform in real-
time
3. Is a Facebook Strategic Preferred Marketing
Partner ensuring best coverage on the
platform
4. Receives continuous investments from
Salesforce to ensure it retains its cutting-
edge status
5. Is trusted by over 50% of the Fortune 100
companies to successfully meet their Social
Media Monitoring requirements.
Execution
The team at Social Wavelength created a
comprehensive list of 'intent keywords'. Based
on these keywords, Radian6 then:
 Filtered conversations where people
expressed intent to buy/try a luxury car
 Fetched conversations of four types:
o People talking about test-
driving or buying the brand's car
o People talking about test-
driving or buying one of
competitors' brands
o People comparing different
brands in the luxury car
segment
o People seeking advice on which
luxury car to buy
Radian6 fetched all relevant conversations on
social media. These conversations were
processed by Social Wavelength's team of
resources at their Social Media Command
Centre.
This team ensured that:
 No purchase-intent based conversation
got missed
 All such conversations were manually
verified and authenticated for
genuineness verifying if those who
aspired to buy a luxury car actually had
the purchasing power
 Conversations of potential buyers were
then forwarded to the luxury car brand.
Outcome
In just a few months, Social Wavelength studied
a mammoth 1,09,323 conversations and
escalated 257 conversations by potential
customers for the brand, worth INR 80 Crores.
0
10
20
30
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Qualified Leads

4. Have a question? Contact us at:
www.socialwavelength.com sfmc@socialwavelength.com +91 22 61274301
Mumbai | Delhi | Chennai | Bangalore
Result
This social media listening activity helped the Indian hospitality brand identify the pain points in each
location, based on customers' sentiments, which served as distinctly actionable inputs for improving
overall service delivery and brand sentiment.