2. YRALS: Background
• Set up to create social media campaigns for brands on an ROI Basis in
2008
• YRALS was founded by Jaideep Bir along with an angel investor and has a
60 member team across Mumbai, Delhi & Bangalore
• YRALS also specializes in creation of web & mobile properties for Brands
that enhance interactivity, build Brand loyalty and Engagement
• The company has executed Social Media campaigns for over 200 clients
across sectors including:
Media | Travel | Automobiles | Apparel | Telecom |Technology
5. Internet Growth: The Indian Story
Pointers
• Internet in India has been showing growth in double digits since last 10 years
• Current Internet penetration at 5% and forecasted to be around 11% by 2015
• 58% of the internet penetration is from Top 10 Cities
120,000,000
100,000,000
100,000,000
80,000,000
60,000,000
40,000,000
20,000,000 1,400,000
0
1998
1999
*Source: internetworldstats.com
2000
2001
* In Millions
2002
2003
2004
2005
2006
2007
2009
2010
6.
7. Monthly Online Presence
Source: ComScore Dec, 2011
28.10 M
Male
Female
18.29M
11.6 M
9.5 M
7.54 M
5.99M
4.7 M
3.05 M
1.66 M
Total
15-24
25-34
35-44
1.12 M
45-54
*Total 112 Mn People hooked on to the web in India – iCube 2011
0.7 M
0.5 M
55+
9. Emergence of Social Network in India
66 M+ Users
Adding 85K users daily
Avg 157 Friends per user
2,681,000 Apps live
15M+ Users
Adding 30K users daily
Avg 120 connections per user
6 Minutes per Visit
15 M+ Users
Adding 35K users daily
10 MN tweets on a daily basis
56 Followers per user
45 M Users
Adding 58K users daily
8 Hr of Videos consumed by an average user
90% UGC
3 out of 4 Internet User is on Social Network
Recent Survey: 85% people say that social media does impact their buying decisions
*Source: ComScore, May 2012
10. Top activities on the net
web search
74%
IM/chatting
Professional
networking
Check
general news
44%
47%
joined
online
community
68%
download
music
56% social
networking
53% 61% 62%
job search
PC to mobile
SMS
47%
Source: Juxt Consult, India Online Landscape 2011
emailing
94%
11. Online video reaches 71% of Indian Internet Audience
1.7 B videos viewed in
India every month
9.1 B minutes spent
on online videos every month
5th largest
nation in
the world in terms of online
video reach
Source: Comscore Video Metrix Report, 2011
15. Facebook: Current Standing
Current Status
Industry Standard
137
11
10,000+
15+
0.83%
5%
62
0.45%
100
2%
(of 10k fan base)
PAGE LIKES
• Total
• Average Monthly
Growth
• Growth Rate
TALKING ABOUT
(Weekly)
• Total
• Active Ratio
AVERAGE DAILY
POSTS
1
(Regular Activity)
0.15
(Once/Twice daily)
17. Target Group
• Primary Audience: Principals, teachers and parents,
• Geographic: Geographic: All India except East
(AP, Karnataka, Punjab, Rajasthan, MP, Kerala, Maharashtra, NCR, Tamil Nadu)
• Demographic:
Age: 25-45years ;
Gender Ratio: Men : Women. (Parents of children in the age group of 5-15 years)
• Psychographic:
Schools Schools that want an edge over other schools to get more enrolments in their schools
are more keen than more well established schools. Most of our current schools originate
from class 1 and class 2 towns and a few from metros
Parents who want to keep their children busy/engaged in extracurricular activities, parents want
to give the best in everything to their child, Parents who are keen towards molding their
child's interest career towards advanced technologies, seek value for money products "
19. Top 30 sites
Sr.
No.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Media
Total Internet Persons: 25+
Google Sites
Yahoo! Sites
FACEBOOK.COM
Microsoft Sites
Times Internet Limited
Rediff.com India Ltd
Network 18
Wikimedia Foundation Sites
BitTorrent Network
Ask Network
NetShelter Technology Media
Indian Railways
CBS Interactive
Glam Media
Naukri
LINKEDIN.COM
NIC.IN
WordPress
Amazon Sites
ICICI Bank
RELIANCENETCONNECT.CO.IN
AOL, Inc.
QUIKR.COM
Sulekha
Technorati Media
New York Times Digital
Metacafe
Ibibo
HDFC Group
Globe7
Total Unique
Visitors (000)
% Reach
30,224
28,769
25,272
22,761
16,765
11,896
11,049
10,380
10,123
8,828
7,716
6,599
6,434
5,648
5,411
5,248
4,659
4,606
4,527
4,019
3,952
3,676
3,666
3,648
3,556
3,531
3,531
3,503
3,409
3,356
3,223
100.0
95.2
83.6
75.3
55.5
39.4
36.6
34.3
33.5
29.2
25.5
21.8
21.3
18.7
17.9
17.4
15.4
15.2
15.0
13.3
13.1
12.2
12.1
12.1
11.8
11.7
11.7
11.6
11.3
11.1
10.7
Average
Minutes per
Usage Day
58.1
16.1
14.7
21.8
7.5
5.9
8.6
10.9
3.4
0.0
1.9
4.9
10.7
3.1
2.8
8.5
7.4
8.5
2.0
4.3
7.0
1.8
2.5
3.7
3.5
2.5
2.2
4.2
6.5
6.5
2.2
•
25+ audience frequently
visits and spends maximum
time on –
–
–
–
–
–
Search
Portals
Social/ Prof networking
Travel
E-commerce
20. A DITL of ‘Who’
Mobile
Bedtime
Internet
Browsing
All Day Long
Internet &
Phones
TV in the Gym
Music on Ipod
Gym
Dinner
Newspaper/
Magazines/Televisio
n/ Mobile - Internet
Breakfast
Ready for Work
Newspaper/
Magazines/Television/
Mobile - Internet
Commute to
work
OOH/ Drive time
radio/Mobile
Commute back home
OOH/ Drive time
radio/ Petrol
Pumps
Handling calls,
conflicts, meetings
Internet
& Phones
During work
hours
Internet &
Phones
Lunch at work/ around work
Restaurants/ Cafes
around business
districts
21. Mobile
timesofindia, Linkedi
Bedtime
n, facebook &
All Day Long
twitter,Google
Internet
Internet &
Phones
Browsing
Mobile, Gmail, Twitte
r, TOI, Facebook
TV in the Gym
Music on Ipod
Gym
Dinner
Ready for
Work
Newspaper/
Magazines/Television/
Mobile - Internet
Commute to
work
OOH/ Drive time
radio/Mobile
Commute back home
OOH/ Drive time
radio/ Petrol
Pumps/Mobile
Internet
GQ,Idiva,Tarladala
l,Raaga,Cricinfo,
Techcrunch,Faceb
ook
Newspaper/
Magazines/Televisio
n/ Mobile - Internet
Breakfast
Handling calls,
conflicts, meetings
Internet
& Phones
During work
hours
Internet &
Phones
Gmail,TOI,
NDTV,Google,
Facebook
Ndtv
Goodtimes, Yahoo,Mens
XP, Vogue, makemytrip,I
ndiWo, BookMyShow,Fac
ebook,Twitter,News
Lunch at work/ around work
Restaurants/ Cafes
around business
districts
23. Challenges & Goals
•
To reach out to potential prospectus and
advertise on the digital space to promote and
sell themselves
•
To increase awareness of the brand and the
category
• To Promote all their existing and new upcoming
projects
• Lead Generation to achieve business objectives
and to disseminate information about the
brand and the category
33. Target Audience
Age: 25 to 45
Gender: Male and
Female
SEC: A,B, LSM 5+
Cities : All India except East
(AP, Karnataka, Punjab, Rajasthan, MP, Kerala, Mah
arashtra, NCR, Tamil Nadu)
35. Reach Builders
Focus on genres known for high reach amongst 25+
Portals
Glamsham, Bollyw
oodhumga,
Yahoo, Rediff, MSN, In
diatimes, etc
Bollywood
Movies Sections
News
Jivox, Vdopia, Vi
deo sections
, Youtube
Videos
TOI, IBNLive,
NDTV, BBC
36. Frequency
Focus on properties like Emailers, CPC deals, etc
Emailers
Komli, Ozone, Affinity etc.
rediff, network 18, sify, shopping
databases, manorama online, b2b
database, etc.
37. Contextual Targeting
Leverage sites which can have direct connect while they are surfing.
Mothe
r-hood
Ebay, rediff
shopping, indiatimes
shopping
Ecommerce
Lifestyle
Emailers:
Jeevansaathi, Bharatmatri
mony, Shaadi
babycenter.in, mother
sdelight.com
Matrimonial
In.com; Yahoo, Indiatimes,
NDTV
38. Sponsorships
Leverage sites which can have direct connect while they are surfing.
Movies &
Celebs
Ebay, rediff
shopping, indiatimes
shopping
In.com, Yahoo, Indiatimes
Shopping
festivals
Travel
MMT, travelguru, traveloci
ty, etc
40. Driving Learning by Doing
Learning by Doing would be driven across Forums and Blogs via Contextual Ad
Inventory
CPC & CPR (Registrations)
Learning by
Doing
Associations
Networks
BrainCafe.in
41. Networks
Recommend to focus on CPC/ CPR deals for lead gen.
Networks
(CPL)
Video Networks, Ozone
Networks
(CPC)
Komli, Affinity, Ozone etc
44. Search Best Practices
• Continuous presence for Better quality score resulting in Lower CPC’s.
• Tightly Themed keyword, Ad text and Landing page to increase
3 way relevancy boosting quality score
• Regular Optimization to improve account health.
• Addition of Negative Keywords at Regular interval to build a good CTR
• Use of Lateral Keywords (‘Learning by Doing’)
• Broad Match and Phrase Matched Keywords
45.
46. BrainCafe Keywords Eco System
Brand Keywords
Competition Keywords
preschool activities
IGNOU
BrainCafe school
early
childhood
education
program
KKEL
Zee Learn
BrainCafe
zee brain cafe
BrainCafe school program
AIECCE
early childhood education
Category
Keywords
Zee
BrainCafe
Podar
Institute
early
childhood
education
course
47. SEM: Phase 2
• Optimized keyword basket
• Inclusion of exact match and long tail keywords
• Historical performance to aid in account restructuring
48. Cost of Media
Estimated cost of INR 20L:
Keywords for INR 8L
Display + Emailers for INR 12L
SEM
2
3
3
Komli
1
1.5
1.5
Affinity
1
1.5
1.5
Ozone
1
1.5
1.5
50. What is Search Engine Optimization ?
• Search Engine Optimization (SEO) is the process to increase
the visibility of a website or a page in major search engines
like Google, Yahoo & Bing through Organic Listing
51. Why Search Engine Optimization?
According to internet marketing, almost 65% - 70% of all web
site traffic comes from the search engines & directories
52. Consumers & their affinity to Search
Engines
Search Engines are the most preferred medium for people to search for
information/clarification
53. Which Search Engines to leverage?
Google rules the pack with over
75% of market share
Other Search Engines in the
fray…
54. How SEO elements affect organic listings?
Title tag
Keywords
Meta description tag
These elements play an important role in deciding
your Page Rankings
55. SEO Benefits through Yrals?
•
More Traffic
Good SEO leads to good rankings on relevant keywords. This results in increase in
targeted traffic to your website/microsite
•
Higher Sales
SEO can mean increased sales of your product or service
•
Long term positioning
Once in place, a properly designed and optimized site should stay long term in the
rankings compared to PPC where costs and outlay are ongoing and unpredictable
•
Cost-effective
SEO is among the most cost-effective ways of marketing
56. The process @ Yrals
Explore/Research all the opportunities that the consumers/competitors
present
Submit the web property to be scrutinized for all necessary compliance points
Communicate and engage the visitors through proper content on the webpage
Build relationships with like minded destinations for better credibility
57. Case Studies
http://www.pureitwater.com/IN/
Pureit is the world’s most advanced range of in-home water
purifiers. Pureit is breakthrough innovation designed by
Hindustan Unilever and it provides complete protection from
all water-borne diseases, unmatched convenience and
affordability.
Challenge: HUL was desperate to get the site listed on major search engines for high
competitive keywords like “Water Purifier” which was a very difficult task. The thing
is that site was not that much SEO as well as user friendly. There is no keyword rich
content on the website. Also had no title or Meta tags. Due to country level website
we were not able to make some changes. Also were lacking in a number of backlinks.
Solution: After signing up with YRALS, the SEO team at YRALS conducted a analysis
of competitors, site analysis in terms of on page and usability. With the client
approvals we have made all possible changes to make site SEO friendly. Also
started off page optimization.
58. Case Studies
http://www.pureitwater.com/IN/
Results: The results started showing within 4 months and there was a big increase
in website traffic. From 16,139 unique visitors per month, traffic jumped to 88,244
unique visitors per month was a clear indication that SEO was kicking into gear.
Now website is on first page of Google for “Water Purifier”
Visitors Overview
Stats for “Water Purifier”
Visits
Pages / Visit
Avg. Visit
Duration
% New Visits
Bounce
Rate
59. Comparison Ranking
Keywords
Google.com
http://www.pureitwater.com/IN/
Google.co.in
Yahoo
Bing
Before SEO Current Before SEO Current Before SEO Current Before SEO Current
best water purifier
best water purifier in india
germkill kit
hindustan lever water purifier
hindustan unilever pureit
hindustan unilever pureit water purifier
hll water purifier
home water purifier
hul pureit
indian water purifiers
ro water purifier
ro water purifier india
ro water purifiers
safe water
uv water purifier
water filter
water filters
water purifier
water purifier in india
water purifier india
water purifier system
water purifiers
154
19
1
1
1
1
1
2
70
123
50
25
23
55
8
3
1
1
1
1
1
34
1
2
4
3
4
13
70
62
3
2
2
44
6
19
1
1
1
1
1
110
2
41
93
52
64
20
13
18
31
18
14
4
3
1
1
1
1
1
4
1
2
10
10
10
180
1
6
5
3
2
2
20
3
54
1
1
1
8
6
137
54
187
108
-
26
1
1
1
1
1
1
32
14
26
31
-
120
2
1
1
1
4
-
7
1
1
1
1
1
73
1
25
21
16
25
199
31
7
7
104
172
60. Case Studies http://www.merinolaminates.com/
Merino Laminates gives you the capacity to convert all your
projects into works of art. Catch the pulse & see what's new in
the world of design & style.
Challenge: The client wanted to be first on Google for “Laminates India” & “Laminate
Catalogue” which was very difficult task by considering the competiveness. On the
site there were not much content. Also had lacking in terms of both on page and Off
page.
Solution: We were suggested client to add more static content pages. Also created
unique title and meta tags for all important pages. After that, YRALS team worked
on other aspects of the website and also helped to get relevant links to the
website.
61. Case Studies http://www.merinolaminates.com/
Results: After initial first 3 to 4 months of work, results began to show. The traffic
has been 17% increases for “Laminates India” and 80% increases for “Laminate
Catalogue”.
Visitors Overview
Organic Traffic (From May 12 to Sept 12)
63. Case Studies
http://meemee.in/
The Mee Mee brand of Mother and Baby Care products was launched
in 2006 and all Mee Mee trademarks are registered and owned by Me
n Moms Pvt Ltd. (earlier known as Mamta Baby Products Pvt Ltd). Me
n Moms Pvt Ltd is the leading importer, consolidator and marketer of
infant products in India, since the past 13 years.
Challenge: Due to panel restrictions we were not able to make SEO changes on the
website which was the biggest problem. The only option remaining to achieve goal
that was off page optimization.
Solution: We kept our fingers crossed and started off page optimization in
effective manner as compare to other campaigns. We have done social
bookmarking, directory submissions and article submissions. We are also running
PPC campaign to get more leads.
64. Case Studies
http://meemee.in/
Results: After five to six months of constant work, we were able to see the results
for competitive keywords like “Baby Toys”, “Baby Bath Toys”, “Baby Carrier”, “Baby
Prams” somewhere at second page of the Google. We are trying hard to get them
on first page without doing on page optimization.
Organic Traffic:
65. Comparison Ranking
Keywords
http://meemee.in/
Google.co.in
Before SEO
baby bath toys
baby prams
baby carrier
baby toys
baby walkers
toys for baby
breast pump
baby feeding bottles
baby bath time products
baby blankets
baby dress up
baby chairs
unique baby gifts
online baby stores
newborn clothes
Current
-
7
11
11
19
18
61
106
130
-
67. Social Media Goals
CURRENT STATUS
1. CREATE AWARENESS
2. BUILD REACH
3. ENGAGE COMMUNITY
4. INVOLVE
5. BUILD RECALL
6. EARN LOYALTY
–
68. What we can do
1. Create Awareness: Optimize Ads & Targeting
This would involve us creating a variety of ads to bring people to the
page, we can have different ads based on gender, interest etc.
2. Build Reach: Post Timing + Sponsored Stories
Even simple strategies such has what time a particular post should go up
makes a difference
3. Engage: Updates & Category Analysis
Once this is done we need to analysis what has been the feedback with
respect to our engagement levels
69. What the community can do
• Engagement Creates Viral Reach
Engaged Users create viral stories for the friends via likes, comments, re-tweets.
This creates Viral Reach among these friends, creating an opportunity for the
community to expand
• Viral Reach Viral Engagement
Viral Reach to this EXTENDED audience can create Viral Engagement. This creates
the second layer of Viral Ripple. This has a secondary effect of Viral Reach, albeit to
a smaller effect
70.
71.
72.
73.
74.
75. What more can we do
3 Steps: INVOLVE, REINFORCE, REWARD
1. Build more RICH CONTENT that builds INVOLVEMENT &
furthers Virality
2. Create Experiences that deepen RECALL and Heighten
Virality
3. Converting Engagement to EARNED LOYALTY
76. Developing a Content Strategy
• Social media is built on creating dialogue with users
• Social Media Conversations are driven by users flocking
around Preferred Interests & NOT around Brands
• Content should inspire people to talk about it and the
business is then woven into the conversation contextually
• Ideally Brand Updates should be less than 10% of the Overall
Content Plan
77. Our Content Strategy
Yrals develops Monthly Content Plans in the following formats:
1. Brand Updates:
Brand and product focused updates that will highlight various aspects
of the properties, services, offers, events etc.
2. Category Updates:
Share content that resonates with the interests and sensibilities of the
TA yet maintaining brand perspective
3. Engagement Updates:
Build INVOLVEMENT & further Virality Puzzles, Games, Memes, Parodies etc. that trigger a high response
ratio with respect to reach
78. Build a Brand Community
Innovation
Brand Space
Money
Worth
Beneficial
Make
Studying
Simple
STUDENTS
Fun
PARENTS
BrainCafe
PRINCIPAL
Teachers
84. Tip of the week: Category Update
Here's something that'll keep you occupied for the weekend! The game of
Pictionary will keep your mind & drawing skills sharp! Try playing this game with
your friends & family! You'll surely enjoy! :D
90. Celebration:
Engagement Update
Today is International
Women's Day! Girls, boys,
ladies & gentlemen, let us
salute those wonderful
women who played an
important part in our lives
& kept us happy
throughout! :
92. Channel Updates: Brand related
It's time for Fun with Science! Tune in to Zee TV every Sunday at
10:30 AM for 'Science with BrainCafe'!
93. Access to Yrals Facebook App Store
A host of utility-driven Facebook apps from our
App Store will create deeper Fan-involvement and
augment various product and business aspects of
your brand
94. Property Locator
Built on Google Maps’
engine, our Locator App
enables patrons to find your
place and a
95.
96. Referral Tab
A way for fans to invite
their friends to the
page, in a simple click and
select fashion
102. Feedback Tab
A place for customers to give their feedback
and share their personal details so they can
be addressed
103.
104. Offer/Promo Tabs
To make users aware of your latest offline
offers and increase enquiries and walk-ins
105.
106. Accrual towards Custom Apps
Besides Apps from our App Store, we will also Accrue Credits from your
retainer towards Customized Facebook Apps
These include:
Contests| Promotions | User-Generated Content | Viral sharing Apps
107. Engagement Idea: Light Games
• Learning by Doing Quizzes with Weekly Giveaways
• Quizzes could finally become User Generated
108. Light Games: Picture Puzzles
Interactive Flash Picture Puzzle
Update:
The idea is to unscramble the picture, by shifting
the tiles around, until its completely solved
Advantage: Users can play them on their
newsfeeds and share it with friends, never having
to leave the page
109. Light Games: Word Jumbles
Interactive Flash Word Search
Update:
Another interactive Flash Game where users have
to identify words related to the brand in a jumbled
matrix of letters, with the target list on the side.
Advantage: Users can play them on their
newsfeeds and share it with friends, never having
to leave the page
111. Promotion of Page through Facebook Ads
• Helps driving relevant contextual traffic to your Fan Page
• A well targeted base result in fans that are highly active and engaged on the page
Geographic Targeting
1.Country
2.City
3.Town
Demographic Targeting
Demographic Targeting
1.Age
1.Age
2.Sex
2.Sex
3.Family Size
Psychographic Targeting
1.Activities
2.Interests
3.Education
113. Tweets
• Frequently tweet to reach out to potential customers in a way that
humanizes your brand
• Listen and act towards suggestions, feedback and concerns of
potential customers
• Tweet about brand value proposition and bring out USP’s
• A certain set of tweets must be in line with Trending Topics on
Twitter and must also adapt to current events
114. Customized Background
Customized Twitter background will be
in sync with brand guidelines (any new
launch / promotion will be
communicated via backgrounds too)
115. Advanced Twitter Search
Tools such as Advanced Twitter Search are valuable in identifying and reaching out to
‘Tweeples’ who are tweeting content related to your product.
Selection of Keywords/Phrases is carried out based on:
Brand
Industry
Target Group
Competitors
Upon selecting, a customized tweet with the @mention of the user’s handle must be
posted so he/she is aware that we are conversing with him/her.
118. G+ Places and other review sites
Review sites have taken Center Stage for Products and Services
• Individuals respond to places based on what they hear and read
• Review Sites – Opinion Makers and Changers
• Top ranking on Search Engines
Hence it becomes imperative for brands to take control of this medium. Our
approach includes:
• Planting positive reviews
higher consumer confidence
• Also respond to existing Positive / Negative reviews
119. YouTube Channel - Learning by
Doing
User reviews to be displayed
on each of the product pages
•
These can be easily integrated
with Facebook generating
conversation / virality
Demo videos of the product in
action can be displayed
By 2015, nearly 3 billion people will be using the Internet — more than 40% of the world’s projected population. Cisco as cited by Mashable.com, June 20112890mn figure taken from etforecasts - http://www.etforecasts.com/products/ES_intusersv2.htm
“3,296 Indian cities shopped online in 2010. From this, 2, 234 were tier 2 and tier 3 cities including Ludhiana, Vadodra, Faridabad and Surat” – eBay’s online study on the Indian ecommerce landscape
