Tata Motors is one of the world’s largest automobile manufacturing companies, and the largest in India. Tata Motors produces a wide range of passenger, as well as commercial vehicles, and is the fourth largest truck manufacturer globally.
In late 2013, Tata Motors invited Clockwork Media to propose a solution to its social media management and content strategy that would reduce the high percentage of negative sentiment on its social media platforms, as well as increase brand advocacy, ultimately assisting with sales.
Clockwork Media proposed a tiered communications strategy aimed at increasing positive social media engagement and generating leads. We worked closely with Tata’s customer service department to outline a policy of responsible, diligent and professional community management. We also began to craft and share content aimed at telling the brand’s story in a positive light. Using this content and paid media platforms, we then targeted prospects, generating demonstrable sales-based ROI for the brand.
Our strategic intervention enabled Tata South Africa’s social media presence to be transformed from a small community (Under 6 000 people) mostly comprised of unhappy customers, to a bustling presence (40 000+ people) of Tata brand advocates. Negative sentiment on the page fell by over 500% and Tata’s social media pages became viable marketing avenues.