Why Integrated? Context: With all major social media channels becoming content publishers, the organic growth of any form of content is becoming limited. Users are more finicky Its a highly cluttered with grocery shops and grandmas having social media presence Case Study: We would share a case study on how to plan an integrated campaign, using multiple tools like PR, social media, digital and marcomm The approach, thought processes behind etc.

1. Why social is key to integrated?

2. 5 core objectives of any integrated campaign…
 Reach (amplified)
 Targeted
 Engagement
 Cost-effective
 Measurable
xavier@businesshubindia.in

3. 5 most viewed videos & highest grossing
movies of all time…
 Ganganam Style – Psy – 225+ million views
 Baby – Justin Bieber – 114 million views
 Dark Horse – Kate Perry – 84 million views
 Party Rock Anthem – LMFAO – 82.4 million views
 Love the way you lie – Eminem (Rihanna) – 81.6 million views
 Avtar - 500 million views
 Titanic – 400 million views
 The Avengers – 276 million views
 Harry Potter and the Dealthly Hollows Part 2 – 244 mn views
 Frozen – 232 million views

4. Social if you get it right gets you the
widest reach possible.
xavier@businesshubindia.in

5. Social allows you to…
 Talk one to one
 Talk and respond real-time
 Be fresh, trendy
 In some cases even deliver or do closure real-time
Tell me one more medium or channel that can do all of these and if
these are not going to drive engagement, what else will?
xavier@businesshubindia.in

6. Targeted…
 Google: Adwords, Retargeting, Cookies, Goal Conversions
 Facebook: Responder demographics, Age wise ad display,
conversion pixels, video actions
 Linkedin: Seniority, functions,
Social and digital by nature allow for the most accurate targeting
possible across channels with less spillover
xavier@businesshubindia.in

7. Cost –effective (Ah!- this one is a no-brainer)
 How much does it cost to do a viral video?
 How much does it cost to do an infographic?
 How much does it cost to a designer post or update?
Ofcourse, with most platforms turning content publishers, social is
not free and is increasingly expensive. But even with all of that it
still is the most cost-effective option around by miles.
Budget
(INR) Age
Age set
working
well Gender Location Interests
Estimate
d Reach Reach
Photo
clicks
Post
Likes
Total
Actions
From
Mobile
Cost/
Like
CTR
(indusry
standard
2-3%)
CPM (is
420)
200 24-55
25-34
(male) All
Bangalor
e
Social/
digital
1500-
3900 808 14 59 72 63
3.29 6.01% 197300 24-55
25-34
(male) All
Bangalor
e DO
2200-
5700 1782 31 65 79 77

8. Measurement…
 Measure clikcs, clickthroughs and even post CTR action
 Know geography, time, which was of interest, how long you
stayed, where did you go thereafter etc.?
 Mine for even deeper metrics like which sex, what age group
 Do far more pattern building real-time
Another no-brainer – social/digital is among the most measurable
channels and platforms.
xavier@businesshubindia.in

9. Why integrated? – the big bang question…
 We believe and everyone we know and follow is shouting from
the rooftop and their blogs that “Integrated” is the way to
communicate, reach and engage today
 Integrated allows for amplification, reach, message consistency
and higher RoI
xavier@businesshubindia.in

10. Shoot questions from your hip or wherever else.
@xavierprabhu
xavier@businesshubindia.in
xavier@businesshubindia.in