A Social Media strategy implementation in marketing the brand during a major sporting event.

1. Brand Marketing using Social Media – A Case Study
Mahesh Patwardhan
Digital and New Media Consultant
maheshpatwardhan@gmail.com

2. Objectives, Framework and Destinations Overview

3. Digital Presence Objectives
• To be the one single comprehensive source of all information
Information about the tournament
• Create a strong brand among the online users
Brand Building • Build a strong online marketing platform
• Deliver a consistent message across all regions and channels
• Use as a relationship building tool.
Social Media • Boost traffic to the official website
Channels • Monitor conversations and manage the brand’s online
reputation
• Generate fan participation and discussion
Community • Leverage the relationships in communities to promote
Engagement brands
• To Promote the brand by word of mouth marketing

4. Digital Presence Framework
Content
Editorial Publishing
Social Media
Channels Moderation
Operations
Analytics Enhancements and Maintenance

5. Digital Presence Framework
Content Social Media Operations
• Main Website • Channels • Web Analytics
• Scorecard • Facebook • Enhancement
• Teams & Players • Twitter • Bug fixes
• Fixtures • Orkut • Monitoring
• Venues • YouTube • Infrastructure
• News • Flickr • Content Distribution
• Features • Moderation • Video Streaming
• Photos • Comments
• Videos • User generated content
• Community • Photos
• Discussion Forums • Videos
• Blogs • Engagement
• Groups • Discussions
• Photo Sharing • Groups
• Video Sharing • Polls

6. Overview
 Destinations  Operations
Outpost
Moderation
Analytics Maintenance
Outpost Homebase Outpost
Homebase +
Community
+ Outposts
Outpost

7. Destinations
Fan Page on Account on YouTube Flickr Fan page on
Facebook Twitter Channel Channel Orkut
Outposts
Main Website
Tournament
Teams Venues News Features Photos Videos
Information
User Community
Discussion
Forums
Blogs Fan Groups Videos Photos

8. Building a Community
Use of Social Media Channels
Engaging the community using Social Media

9. Community
•A Community was built
around the brand focusing
specifically on the event.
•The community platform
implementation offered
•User Profiles
•Discussion Forums
•Blogs
•Groups
•Photo Sharing
•Video Sharing
•Chats
•Prizes were announced for
early registrations and
contributions to the
community.

10. Community
•The leading advocates of the
brand were identified from the
community
•These were identified based
on their contribution to the
community and involvement
in helping advocating the
brand message.
•The contributions involved
the use of the forums, chats,
media sharing which helped
promote the brand.
•They were rewarded and
recognized as the Champions
of the community.

11. Social Media Channels - Facebook
 A Fan Page was set up on
Facebook
 This was set up to spread
awareness in the facebook
community
 Links were posted to drive
traffic to the main site
 Interesting posts, media
sharing and quizzing to
encourage the sharing of
information and discussion

12. Social Media Channels - Twitter
 A Twitter account was set up
mainly for announcements and
broadcasting information and
messages to the followers
 The account was linked to the
facebook page for status updates

13. Twitter Contest
•To engage the community and
help build relations a few
contests were announced on
Twitter.
•The followers on Twitter had
to answer a few simple
questions to become eligible
for free tickets to various
games.
•The final prize was for 30
lucky winners to watch the
final of the tournament in the
VIP lounge with the Chairman
of the Tournament.

14. Social Media Channels - YouTube
 A YouTube Channel was setup to
post teasers of videos available
on the main site
 This was done to engage the
community of YouTube and help
generate traffic to the main site.
 The growing subscriptions also
help increase the traffic to the
main site.

15. Social Media Channels - Flickr
 A channel was set up on Flickr to
engage the community on Flickr.
 Images were posted on flickr
promote the videos and photo
galleries on the main site.

16. Buzz Monitoring
Monitoring of outposts and community
Engaging the community using social media

17. Monitoring the web and outposts
Monitoring the Web
Google Social Website
Mention
Board Reader Same Point Twilerts
Alerts Users
• Process and
Update mailbox
Website and • Process and
• Process and Update
mailbox
Mailbox Update Community
• Process and
mailbox
Update
YouTube Flickr Page on Page on
Blogs Twitter
Channel Channel Facebook Orkut
Outposts

18. Buzz Monitoring and Moderation
Blogs Forums Groups Videos Photos
Community
Twitter
Search
Google FriendFeed Moderate
Alerts Search Community
Social Buzz Board Moderate
Mention Monitor Reader Social
Media
Channels
YouTube Flickr Facebook Orkut Twitter
Outposts

19. Social Media Publishing - Driving Traffic to main website
 Content published on the site was  The blurbs and the short links on
pushed to the channels in the these sites helped drive traffic to
form of a blurb and a short link the main website
 Moderators did this using tools
like ping.fm, or manually.
Twitter Orkut
Flickr
Facebook YouTube
YouTub
Facebook
e
Main
site
Community
Main Flickr
Site
Twitter
Orkut

20. Social Media Publishing - Driving Traffic to the Community
Social Media Channels
Community Platform
• Fanpage
Facebook • Apps
Photos,
• Share links Videos
Twitter • Announcement
Forums
• Community
Orkut • Forums
Groups
• Forums
Community
• Teaser Videos
Profiles
YouTube • Call to participate
• Teaser Photos
Flickr • Call to participate

21. Web Analytics
CMS Operations
Monitoring and Maintenance

22. Operations
Online Community
Social Monitoring
Networks Tools
Blogs
Forums
Comments
The Web Maintenance Main Site Content
Moderation
and Analytics
Updates
Facebook, YouTube,
Twitter Blogs
Orkut Flickr
Social Media Channels

23. Operations
Web Analytics CMS Ops Site Maintenance
• Analysis of daily • Updates of News, • Fixing errors
traffic reports Features • New features
• Social Media • Updates of Photos, • Customer Care
Subscribers, Fans, Videos • Mail Responses
Followers, Blog • Updates of Banners, • Brand
posts, discussions, Newsletters Communications
messages
• Systems and
• Videos, photos,
Network Admin
reviews, ratings
• Performance
monitoring
• Capacity
planning

24. Mahesh Patwardhan
Digital and New Media Consultant
maheshpatawrdhan@gmail.com