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Social Marketing


not about the emotion of statistics, but the
statistics of emotions.
The Connect
Value Ladder
                                                                Traditional Media
                                                                Display and Click
To See:                    “That‟s a Girl”
To Identify:               “That‟s Sheetal. I saw her yesterday”
To Shake Hands:            “ Hi Sheetal. I saw you yesterday at the Bus Stop!”
To Have a Conversation: “I am Shahrukh, I used to take the bus too. You…?”
To Sustain a Conversation: “I‟ll take this bus every Friday for a movie. Wanna join? ”
                                                             Web & Apps on PC
                                                             Web & Apps on Mobile
…there are degrees to a relationship,                        Engagement Models

with people, as with brands.
long friendships are valued most
To Connect or
To be the Connect
               Media Delivery   Social Broadcast
Brand 2 Person: In Private. In Public
Person 2 Person: In Private. In Public
        Social Recommendation   Social Viral


B2P is where the brand initiates a conversation
P2P is where the brand becomes the conversation
So why engage?
-See , Identify                        Strike a Conversation
-Shake Hands                           Sustain a Conversation
                  Display / Interact




                                                                Community Models
Predatorial                            Sustainable
Advertising                            Engagement


…because to engage is to own a part of the
conversation river where all creatures come everyday
? Mobile Social ?
        Lower Reach                          Higher Reach

        Formal usage                         Intimate Usage
   Lower Frequency                           Higher Frequency
                          Migrating
           “Meal-ing”                        Snacking
                          Users
Lower variety users                          Greater variety of users

  Lower Ad Response                          Higher Ad Response

Tough Integrate-ability                      Easy Integrate-ability
with other mediums                           with any medium


       Where people go, brands must follow
FB Community
Marketing Model
                      Member         API
           Paid Ads                               ?
                      Shares     Integration


                      Brand           User
                      Posts           Likes


            User                                Brand
           Members            Brand            Activity

                              Page
Brand Presence. Brand announcement.
A pass-through zone populated by Predatorial ads.
Twitter Marketing
Model
            Paid       Member         API
                                                  ?
           Tweets      Retweets   Integration


                       User          Brand
                      Retweet        Lists


            User                                Brand
          Followers          Brand              Tweets

                             Page
A broadcast mechanism that seeks to capture a
trend window.
Strengths &
Weaknesses
 Free            High                                 Most
                 Active                               brand
                                                                                           Low app, group,
 Tools           Base                                activity
                                                    spam or
                                                                                           life
                                                       bot
         High           All
         time         format          Users Not Open to
                                                                    Mobile            Passive
         spent                             New People,                              Participation
                      support                   activity
                                                                    Absent           is greater



  Good            Low
 Warehouse                Free Page                     No                     High        Not mobile
                 Churn                             customization             Inactive      enabled for rich
                                                    possibilities            Members       UGC




Social Web creators, but not mobile prepared.
The Marketers’
Holy Grail…
If markets are conversations, selling is no way to talk.
Selling is a by-product of a conversation.
If the social is a man‟s house, Mobile social is his drawing
room.
You can‟t sell a product in a man‟s drawing room.
That‟s where you make friends.


SOLUTION? Creating Surrogate Virtual properties
Surrogate Virtual
     Property?                               Brand‟s Strategic
                                             Attributes


    A brand cannot run a
    Newspaper, TV or Radio
                                 Active Mobile  Brand           UGC tools beyond
    on Marketing budgets.
                                 Social Space  Surrogate        text, picture

    But New Media has low
    capital barriers with high
    acquisition cost and drop-
    out rate.                                 Subscription-
                                              broadcast tools


Focus on quality content, service, activity ensures low dropout
De-
    commodification
                                                 Users
                                                           • Users
    Banner inventory is a                                  • Brand
    commodity on mobile.
    (Not yet on FB &                                        • UGC
    Twitter social)                                  UGC
                                                            • Brand
    Excess is not valued by                     Admin      • UGC
    brands. Even lesser by                      Curated
                                                           • Brand
    users.
                                 Seamless integration with social experience

Commodification of inventory is commodification of brand & of user
Brand
Settlements
                                    I want           I want a
Mobile Social Properties              to             stage to
                                                     perform
are cities with people               look
focused on one or more                     I want
                                                               Brand-
                                                                App-
                       I want to listen      old
activities                                 friends              New
                                                               friends

                                     Brand           I want
                                                                   Brand Group-
Do not drive your Bus                 TV-              new
                                                                   Talent
                                    Trailers         friends
through it.

Create a gang, a club, a colony, a settlement.
Social
 Programming
                                                        Media
 The Social Mobile space
 is deceptively               Social    Customised
 fragmented and platform                 Campaign
 specific.
                                       Interpretation
 A story well said on
 Facebook is not read on
 Pinterest and turns into a
 quotation on twitter.

Admin programmed campaign cycles converting social network to
social media experience
Stages of Social
Programming                       Viral is grossly   Don‟t wait for
                                  over-estimated,    the user to
                   Tactical       under-used and     come to the
                                  completely         shop. Let the
                   Brand
                                  misunderstood as   shop go to the
                   campaigns      self-driven        user.




Social programming is strategic and incorporates multiple
tactical campaigns, bringing down Cost/Acquisition
The Viral & The
Brand                      Brand
                           Story
"To give a text an
Author" and assign a                  Epic
single, corresponding
interpretation to it is
to impose a limit on        User
                                      Brand
                          Interpola
that text.” – Roland        tions
Barthe


Allowing users to participate in the Brand
formation
Measurement
       Matrices                            Views,
                                           Clicks                Does more visits
No common
                                                                 Mean better
Measuring tool
                                                    Members      relationship?
Across mobile
platforms?       Subscriber
                                                                 How can one

Should two
                     s
                              User                               measure
                                                                 sentiment?
campaigns
Be measured by                                         Likes,
the                                                    Shares,
Same matrix?                   Activity
                              Participat
                                 ion




      This is Social. How do you measure a relationship?
Value Pyramid of
       Social Measures
           Subscribe                           Time spent/ User
                        UGC Participation

                       Passive Participation                           Churn

                        Activity Viral Views               Active
                                                          members/
                         Comment, Share                  Subscribers

                               Like

                       Ad Response Intention

                   Ad View<Target Ad View


Each Campaign should create its own combination matrix, unique to platform,
space, objective
Case Studies
Nokia Mobile Antakshari:
Game Show 1st time on
Mobile
Objective: Core proposition of Nokia Asha phones –
that of music and entertainment for everybody.
Objective was to create a social engagement
proposition in line with the same.


Solution: RockeTalk partnered with Nokia and
Maxus, to launch Nokia Mobile Antakshari, allowing
users from anywhere in India to participate
simultaneously on their mobile phones.
Won a silver at the Smarties MMA awards 2012


Sustained Vital Connect…
Case Studies
Nokia Mobile Antakshari                     User Journey
                                            Users were reached by inbox broadcasts and multimedia
                                            banners



                                            Users joined the Nokia Mobile Antakshari community and
                                            played X open rounds and one Gala Final Round



                                            Users had to listen to tracks, music and guess movie
                                            names, songs.

 Campaign Results
                                            Users were given alphabets and had to record and sing in
 Total Users who played:           313750
 Users who played All Questions:   103020
 Audio Entries:                    122581   6 finalists to needed to finally compete in the final round

 Users who shared questions:       62887
 Views of audio entries:           12 m +   Each question and interaction referred back to the 40-lakh
 views                                      songs with Nokia200



Sustained Vital Connect.
Case Studies
Channel V Wake-athon
Objective: Channel V‟s exhausted
(Channel V is analogous to MTV in the
subcontinent) was a reality game show that
required 8 finalists to stay awake for more
than 48 hours, doing impossible tasks. And
Channel V wanted a different mobile
media campaign.

Solution: RockeTalk replicated the same
on its social mobile environment, using a
program called Wake-a-thon, where users
participated & sent audio/video entries of
the tasks they were asked to perform.

It was like replicating the TV show, only
this time at a larger scale and on mobile.
Case Studies
Nokia Channel Me
Objective: To create a viral of conversations around Nokia Channel Me
& cricket and stimulate sharing and viewing of the videos created by
users. A minimum of 2,500 UGC videos as per Nokia Channel Me
requirement.

Solution: A mobile version of the Nokia Channel Me was created on
RockeTalk as a community and promoted via home screen tickers,
display banners, multimedia inbox broadcasts.

Users joined the community and posted videos based around the IPL
theme. Discussions/talk shows were held around the theme and more
than 7K UGC videos were uploaded on the Nokia Channel Me website!

4 winners declared, 1 each from Chennai, Calcutta, Delhi & Mumbai
based on their participation & got to party with the IPL stars.


1st Nokia presence on Social Mobile
Case Studies
Nokia Channel Me




23 mins spent per user in each game-play
Case Studies
Nokia Channel Me




Videos produced and posted on the Nokia Web property were largely
powered by RockeTalk
Case Studies
Fanta Orangy Masti
                     Objective
                     Fanta wanted user to associate the „Uchhal
                     Uchhal Jaye‟ ad track with the attributes of
                     springy, bouncy masti associated during the
                     Holi festival.
Case Studies
Fanta Orangy Masti
Case Studies
RockeTalk PRBT for YouTube
 Objective
 YouTube had launched a „special song‟, a kind
 of unofficial anthem to cheer for the Indian
 Squad to Olympics 2012 and wanted to
 distribute this anthem through social
 engagement.
 Solution

 Mobile innovation – the PRBT or the Profile Ring Back Tone - for the
 social distribution of this anthem.

 the PRBT (Profile Ring Back Tone) sits on the user‟s social profile page
 and plays every time a visitor or friend visits it.

The innovation is a first of its kind done by a brand in
the mobile social space.
Case Studies
RockeTalk PRBT for YouTube
 User Journey

 •   The user journey was kept simple without taking
     away its social dimension.
 •   Users were invited to take a pledge with
     YouTube, supporting the Indian Olympics team
     and urged to set the YouTube special song as their
     Profile Tone in support of the Olympics spirit.
 •   Users simply had to click on an invite banner or
     an invite message in their inbox and the
     inspirational tone was automatically set as their
     profile tone on their social profile page.           Unique users who set
 •   The moment anyone visited the profile, the
     YouTube track played on its own as the Profile
                                                          YouTube PRBT: 1,34,430
     Tone.
                                                          YouTube PRBT „listens‟:
                                                          28,13,581
Won a silver and a bronze at the
Smarties MMA awards 2012
…the team that designed
the campaigns mentioned

Publishers: RockeTalk
Pooja Daswani, Campaign Manager: pdaswani@rocketalk.com
Arvind Joshi, Creative Head: arvind.joshi@rocketalk.com
Sameer Agarwal, CMO: sameer@rocketalk.com

Agencies:
Nokia Antakshari, Nokia Channel Me, YouTube PRBT – Maxus (Group
M)
Fanta Orangy Masti – Reprise Media
…break assembly
lines


Arvind Joshi, Consulting Creative Head,
RockeTalk
arvindpoet@gmail.com

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Social Marketing on Mobile

  • 1. Social Marketing not about the emotion of statistics, but the statistics of emotions.
  • 2. The Connect Value Ladder Traditional Media Display and Click To See: “That‟s a Girl” To Identify: “That‟s Sheetal. I saw her yesterday” To Shake Hands: “ Hi Sheetal. I saw you yesterday at the Bus Stop!” To Have a Conversation: “I am Shahrukh, I used to take the bus too. You…?” To Sustain a Conversation: “I‟ll take this bus every Friday for a movie. Wanna join? ” Web & Apps on PC Web & Apps on Mobile …there are degrees to a relationship, Engagement Models with people, as with brands. long friendships are valued most
  • 3. To Connect or To be the Connect Media Delivery Social Broadcast Brand 2 Person: In Private. In Public Person 2 Person: In Private. In Public Social Recommendation Social Viral B2P is where the brand initiates a conversation P2P is where the brand becomes the conversation
  • 4. So why engage? -See , Identify Strike a Conversation -Shake Hands Sustain a Conversation Display / Interact Community Models Predatorial Sustainable Advertising Engagement …because to engage is to own a part of the conversation river where all creatures come everyday
  • 5. ? Mobile Social ? Lower Reach Higher Reach Formal usage Intimate Usage Lower Frequency Higher Frequency Migrating “Meal-ing” Snacking Users Lower variety users Greater variety of users Lower Ad Response Higher Ad Response Tough Integrate-ability Easy Integrate-ability with other mediums with any medium Where people go, brands must follow
  • 6. FB Community Marketing Model Member API Paid Ads ? Shares Integration Brand User Posts Likes User Brand Members Brand Activity Page Brand Presence. Brand announcement. A pass-through zone populated by Predatorial ads.
  • 7. Twitter Marketing Model Paid Member API ? Tweets Retweets Integration User Brand Retweet Lists User Brand Followers Brand Tweets Page A broadcast mechanism that seeks to capture a trend window.
  • 8. Strengths & Weaknesses Free High Most Active brand Low app, group, Tools Base activity spam or life bot High All time format Users Not Open to Mobile Passive spent New People, Participation support activity Absent is greater Good Low Warehouse Free Page No High Not mobile Churn customization Inactive enabled for rich possibilities Members UGC Social Web creators, but not mobile prepared.
  • 9. The Marketers’ Holy Grail… If markets are conversations, selling is no way to talk. Selling is a by-product of a conversation. If the social is a man‟s house, Mobile social is his drawing room. You can‟t sell a product in a man‟s drawing room. That‟s where you make friends. SOLUTION? Creating Surrogate Virtual properties
  • 10. Surrogate Virtual Property? Brand‟s Strategic Attributes A brand cannot run a Newspaper, TV or Radio Active Mobile Brand UGC tools beyond on Marketing budgets. Social Space Surrogate text, picture But New Media has low capital barriers with high acquisition cost and drop- out rate. Subscription- broadcast tools Focus on quality content, service, activity ensures low dropout
  • 11. De- commodification Users • Users Banner inventory is a • Brand commodity on mobile. (Not yet on FB & • UGC Twitter social) UGC • Brand Excess is not valued by Admin • UGC brands. Even lesser by Curated • Brand users. Seamless integration with social experience Commodification of inventory is commodification of brand & of user
  • 12. Brand Settlements I want I want a Mobile Social Properties to stage to perform are cities with people look focused on one or more I want Brand- App- I want to listen old activities friends New friends Brand I want Brand Group- Do not drive your Bus TV- new Talent Trailers friends through it. Create a gang, a club, a colony, a settlement.
  • 13. Social Programming Media The Social Mobile space is deceptively Social Customised fragmented and platform Campaign specific. Interpretation A story well said on Facebook is not read on Pinterest and turns into a quotation on twitter. Admin programmed campaign cycles converting social network to social media experience
  • 14. Stages of Social Programming Viral is grossly Don‟t wait for over-estimated, the user to Tactical under-used and come to the completely shop. Let the Brand misunderstood as shop go to the campaigns self-driven user. Social programming is strategic and incorporates multiple tactical campaigns, bringing down Cost/Acquisition
  • 15. The Viral & The Brand Brand Story "To give a text an Author" and assign a Epic single, corresponding interpretation to it is to impose a limit on User Brand Interpola that text.” – Roland tions Barthe Allowing users to participate in the Brand formation
  • 16. Measurement Matrices Views, Clicks Does more visits No common Mean better Measuring tool Members relationship? Across mobile platforms? Subscriber How can one Should two s User measure sentiment? campaigns Be measured by Likes, the Shares, Same matrix? Activity Participat ion This is Social. How do you measure a relationship?
  • 17. Value Pyramid of Social Measures Subscribe Time spent/ User UGC Participation Passive Participation Churn Activity Viral Views Active members/ Comment, Share Subscribers Like Ad Response Intention Ad View<Target Ad View Each Campaign should create its own combination matrix, unique to platform, space, objective
  • 18. Case Studies Nokia Mobile Antakshari: Game Show 1st time on Mobile Objective: Core proposition of Nokia Asha phones – that of music and entertainment for everybody. Objective was to create a social engagement proposition in line with the same. Solution: RockeTalk partnered with Nokia and Maxus, to launch Nokia Mobile Antakshari, allowing users from anywhere in India to participate simultaneously on their mobile phones. Won a silver at the Smarties MMA awards 2012 Sustained Vital Connect…
  • 19. Case Studies Nokia Mobile Antakshari User Journey Users were reached by inbox broadcasts and multimedia banners Users joined the Nokia Mobile Antakshari community and played X open rounds and one Gala Final Round Users had to listen to tracks, music and guess movie names, songs. Campaign Results Users were given alphabets and had to record and sing in Total Users who played: 313750 Users who played All Questions: 103020 Audio Entries: 122581 6 finalists to needed to finally compete in the final round Users who shared questions: 62887 Views of audio entries: 12 m + Each question and interaction referred back to the 40-lakh views songs with Nokia200 Sustained Vital Connect.
  • 20. Case Studies Channel V Wake-athon Objective: Channel V‟s exhausted (Channel V is analogous to MTV in the subcontinent) was a reality game show that required 8 finalists to stay awake for more than 48 hours, doing impossible tasks. And Channel V wanted a different mobile media campaign. Solution: RockeTalk replicated the same on its social mobile environment, using a program called Wake-a-thon, where users participated & sent audio/video entries of the tasks they were asked to perform. It was like replicating the TV show, only this time at a larger scale and on mobile.
  • 21. Case Studies Nokia Channel Me Objective: To create a viral of conversations around Nokia Channel Me & cricket and stimulate sharing and viewing of the videos created by users. A minimum of 2,500 UGC videos as per Nokia Channel Me requirement. Solution: A mobile version of the Nokia Channel Me was created on RockeTalk as a community and promoted via home screen tickers, display banners, multimedia inbox broadcasts. Users joined the community and posted videos based around the IPL theme. Discussions/talk shows were held around the theme and more than 7K UGC videos were uploaded on the Nokia Channel Me website! 4 winners declared, 1 each from Chennai, Calcutta, Delhi & Mumbai based on their participation & got to party with the IPL stars. 1st Nokia presence on Social Mobile
  • 22. Case Studies Nokia Channel Me 23 mins spent per user in each game-play
  • 23. Case Studies Nokia Channel Me Videos produced and posted on the Nokia Web property were largely powered by RockeTalk
  • 24. Case Studies Fanta Orangy Masti Objective Fanta wanted user to associate the „Uchhal Uchhal Jaye‟ ad track with the attributes of springy, bouncy masti associated during the Holi festival.
  • 26. Case Studies RockeTalk PRBT for YouTube Objective YouTube had launched a „special song‟, a kind of unofficial anthem to cheer for the Indian Squad to Olympics 2012 and wanted to distribute this anthem through social engagement. Solution Mobile innovation – the PRBT or the Profile Ring Back Tone - for the social distribution of this anthem. the PRBT (Profile Ring Back Tone) sits on the user‟s social profile page and plays every time a visitor or friend visits it. The innovation is a first of its kind done by a brand in the mobile social space.
  • 27. Case Studies RockeTalk PRBT for YouTube User Journey • The user journey was kept simple without taking away its social dimension. • Users were invited to take a pledge with YouTube, supporting the Indian Olympics team and urged to set the YouTube special song as their Profile Tone in support of the Olympics spirit. • Users simply had to click on an invite banner or an invite message in their inbox and the inspirational tone was automatically set as their profile tone on their social profile page. Unique users who set • The moment anyone visited the profile, the YouTube track played on its own as the Profile YouTube PRBT: 1,34,430 Tone. YouTube PRBT „listens‟: 28,13,581 Won a silver and a bronze at the Smarties MMA awards 2012
  • 28. …the team that designed the campaigns mentioned Publishers: RockeTalk Pooja Daswani, Campaign Manager: pdaswani@rocketalk.com Arvind Joshi, Creative Head: arvind.joshi@rocketalk.com Sameer Agarwal, CMO: sameer@rocketalk.com Agencies: Nokia Antakshari, Nokia Channel Me, YouTube PRBT – Maxus (Group M) Fanta Orangy Masti – Reprise Media
  • 29. …break assembly lines Arvind Joshi, Consulting Creative Head, RockeTalk arvindpoet@gmail.com

Notes de l'éditeur

  1. The FB ‘groups’ right now are a bad example. The users are dead members. The groups have no consistent activity/content centre. So users rarely return to them. The numbers swell because of user inertia – they simply forget about the group and never “unlike” – unless the group spams them too much.