Rajiv Kumar's presentation on Leader Speak: Integrating brands into Indian mainstream, the mobile social way at the IndiaSocial Summit 2012

1. Once Upon A Time...

2. When
Jai and Veeru
had not met FOR 20 YEARS

3. Thakur to
Jai…
Ghabbar ko
pakadne ka
contract loge?

4. What Will Jai Do?

5. CASE 1
Jai calls Veeru
Veeru, Mujhey Ghabbar
ko pakadna hai.
Join karega kya?

6. RESULT Saala 20 saal
baad phone
kar raha hai
Veeru says, woh bhi
matlab sey.
“Dekhta hun.
Time hoga
toh…”

7. CASE 2
Jai calls Veeru
Day 1, Call 1:
Kaisa hai bhai? Dhandha
Kaisa chal raha hai?
Day 10, Call
3:
Veeru, Mujhey
Day 4, Call 2: Ghabbar ko
pakadna hai.
Apan ekdum partner
Join karega
Honey chahiye pata hai! kya?
Bhai hai tu!

8. RESULT
Main kitna
lucky hun aisa
Veeru say,
dost hai
mera!
“Sure yaar…”

9. Case 1: Display, click, sell, sell
Ley lo! Ley lo!
Ley lo!
Ley lo! Ley lo!

10. Case 2: Social Engagement
“Hi! Howdy?”

11. This is not “GYAN”
It’s a Car-builder Saying
“If I give you a CAR, DRIVE it…
…DON’T
pedal”

12. The Mobile Social Publisher’s Guide
To Market Your Brand
1
The Mode is the Message.
Content is the Advertisement.

13. Fanta
Objective: The brand aimed at getting user to associate the
‘Uchhal Uchhal Jaye’ ad track & with the attributes of Campaign Result
springy, bouncy masti associated with Holi! No. of Days - 15 days
Solution: Fanta played Holi with 1.4 million users on Fanta TVC Poll
RockeTalk through various engagement methods like
Contests, Greeting cards, TVC poll etc. more than 4 lac Fanta Viewed by: 511881
Greeting cards were sent by users . Entries: 216946
Fanta Greeting Cards
Viewed by: 983563
Sent by: 411730
Attached audio (personalize):
32838
Fanta Share your Holi
Moments
Campaign Reach: 1.3 million
No. of entries received : 4385
Entries after moderation:
1600

14. 2
Social Contests are
gratifications by themselves.

15. Idea
Objective: To promote IDEA 3G to tier 2-tier 3 city Campaign Result
users. To increase the number of unique users, No. of Days - 30
raise awareness and increase subscriptions.
Banners With Jingle
Solution: Jingle based banners promoting the
theme of IDEA 3G with lead capturing. Promotion No. of banner views : 3662161
of IDEA TVC campaigns running across Electronic
& Digital media. No. of banner clicks: 65097
CT R : 1.78 %
Banners Without Jingle
No. of banner views : 20583481
No. of banner clicks: 193557
CTR : 0.94 %
TVCs feature in Media Gallery
No. of Videos : 6
Avg. Views : 352784

16. 3
The Mobile is the
brand whispering …
In the bedroom,
In the waiting room,
On the pot,
In the cab…

17. Case Study: Channel V
Objective : Channel V’s exhausted was a
reality game show that required 8 finalists Campaign Result -23 days
to stay awake for more than 48
hours, doing impossible tasks. And Channel
wanted mobile media campaign. Channel V/Wake-a-thon Videos viewed 2,54,431
Solution : RockeTalk replicated the same on
its social mobile environment, using a Channel V contest questions 43,729
program called Wake-a-thon, where users attempted
participated & send audio/video entries of
the tasks they were asked to perform. Channel V/Wake-a-thon banner 27,50,111
impressions
Unique users who saw Login message 1,98,466
about Channel V
Impressions for System Buzz sent for 27,50,111
show introduction and TUNE IN

18. 4
If it’s Social, Mobile, and
in India…
Try Looking beyond Facebook
Here’s Why?
•No apps on mobile. Does not talk.
•Indians are different. We want new friends, not
old ones on our network.
•We want music and dance on our network.
•We want games.
•We want it on the go. On our mobile. In our
language.
•Doing things that we do.

19. 4
If it’s Social, Mobile, & in India…
Facebook is still a “Kahaani”
We also need to seek out properties that
are "Dabang"

20. RockeTalk A Global Social Application
At Rich Social Modules that create user clusters…
A Glance
Mobile People
Contests, Games Talk Shows Profile Social
Entertainment Content Communication
M-Store
UGC
Posting
& Sharing
LIVE Multimedia
Community Chat

21. RockeTalk Significant Active User Base
At The largest credible Social Space on mobile in India with easy reach into
A Glance Metros & Small towns
Registered Users: Over 14 Million
Page Views/Month: Over 1.5 Billion
New Users/Month: 6 Lakh
India Audience: 8.2 Million (Active Users)
Rest Of The World: 3.5 Million (Active Users)

22. RockeTalk Home Screen
At Product Snapshot
A Glance
Snapshot of Profile, settings, log &
What’s Hot imp stuff!
& New!
Messages from groups,
Friend-list & Users or RockeTalk
search for
Create and join
friends
Communities & Shows
Videos, Astrology, news, movies,
photos, voice music, sports, religion
& mixed media
gallery Messages from groups,
Users or RockeTalk
Real-time Notifications of
friends’ activities

23. RockeTalk User Engagement Matrix
Audience How much they consume
8.3 Visits/User/Month
8 Mb – 12 Mb Data
Usage/User/Month
9.8 Downloads/User/Month
13.5 Million Voice & Video
Message Streams/ 24 hrs
Engaged users with high data consumption, content download,
social interactions & contesting.

24. 5
A model of brand
conversations that is
evolved out of social not
imposed upon it

25. RockeTalk’s Conversation Framework
Stage 1: Reach-out tools to an 8.5 million month-active user-base
Home Screen High-traffic Pages Rich Inbox What’s Hot Communities Contest Media Gallery
Tickers Animated Banners Broadcast Featured Spot Featured Spot Featured Spot Featured Spot
With On-Page-Load
Audio Jingles
Conversation Starters between Brand & User
Stage 2: Innovative Branding tools to an 8.5 million month-active user-base
Brand Buzz on Brand
Brand Badges
IM Watermark
Stage 3: High Engagement Zones & Tools to engage users filtered through Stage 1 & Stage 2
Brand Brand Brand Contest – Brand Contest Survey Multimedia
Downloads
Profile Page Community Record & Post – QnA & Poll Forms Greetings
Free LIVE
Subscription Chat Shows
Engaged Conversations between Brand & User
Brand Ask the
Friends Expert
FREE
Subscription
Brand
Members

26. About Us Who We’ve Worked With
sameer@rocketalk.com