Digital Media Plan for Puravankara

1. Digital Media Strategy
March 4, 2013

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

3. Clients
….

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 2000 2001 2002 2003 2004 2005 2006 2007 2009 2010
*Source: internetworldstats.com * In Millions

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 0.7 M
1.12 M
0.5 M
Total 15-24 25-34 35-44 45-54 55+
*Total 112 Mn People hooked on to the web in India – iCube 2011

8. Digital Marketing Spends: India

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 68% emailing
Professional
networking
47%
56% social
networking
download
music 94%
Check
general news 53% 61% 62%
44% joined
PC to mobile
SMS job search
online
community
47%
Source: Juxt Consult, India Online Landscape 2011

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

12. Recent Digital Standing

13. Web Search Interest: Google Trends

14. Buzz:Puravankara
*Source socialmention.com Time Period- Aug ,12- Mar,13

15. Facebook: Current Standing
PAGE LIKES Current Status Industry Standard
• Total 1131 > 10,000
• Average Monthly 12 2000
Growth
• Growth Rate 0.01% ~5%
TALKING ABOUT
(Weekly)
• Total 800
29
• Active Ratio ~8%
0.06 %
(of 10k fan base)
AVERAGE DAILY 1/2
POSTS 3
(Once/Twice daily)
(Sporadic Activity)

16. Twitter Stats: @Puravankara

17. Target Group
• Primary Audience: Purchasers of Properties for Residential Use, Real
Estate Investors, NRI’s,
• Geographic: Pan India Reach but residential projects only in
Bangalore, Kochi, Coimbatore and Chennai
• Demographic:
 Age: 25-above ;
 Gender Ratio: Men : Women :: 70: 30
• Psychographic:
 Education Profile: IT Manager and above standards; Majority are people from the
metropolitan and target is the NRI crowd in Kochi
 MHI - Rs. 1,33,333 per month. SEC A and B
 Price Points : Rs. 53,00,000 - Rs. 2.5 Cr

18. Total Audience
2010 2011 % Change
Total 45
Audience 40 million
million 13%
25+ 25 30
audience mn mn 18%
25+ audience are increasing at a much higher rate as compared to the
total internet audience
Source: ComScore

19. Top 30 sites
Average
Sr. Total Unique
Media % Reach Minutes per
No. Visitors (000)
Usage Day
Total Internet Persons: 25+ 30,224 100.0 58.1
1 Google Sites 28,769 95.2 16.1 • 25+ audience frequently
2 Yahoo! Sites 25,272 83.6 14.7
3 FACEBOOK.COM 22,761 75.3 21.8 visits and spends maximum
4 Microsoft Sites 16,765 55.5 7.5
5 Times Internet Limited 11,896 39.4 5.9 time on –
6 Rediff.com India Ltd 11,049 36.6 8.6
7 Network 18 10,380 34.3 10.9
– Search
8
9
Wikimedia Foundation Sites
BitTorrent Network
10,123
8,828
33.5
29.2
3.4
0.0
– Portals
10 Ask Network 7,716 25.5 1.9 – Social/ Prof networking
11 NetShelter Technology Media 6,599 21.8 4.9
12 Indian Railways 6,434 21.3 10.7 – Travel
13 CBS Interactive 5,648 18.7 3.1
14 Glam Media 5,411 17.9 2.8 – E-commerce
15 Naukri 5,248 17.4 8.5
16 LINKEDIN.COM 4,659 15.4 7.4
17 NIC.IN 4,606 15.2 8.5
18 WordPress 4,527 15.0 2.0
19 Amazon Sites 4,019 13.3 4.3
20 ICICI Bank 3,952 13.1 7.0
21 RELIANCENETCONNECT.CO.IN 3,676 12.2 1.8
22 AOL, Inc. 3,666 12.1 2.5
23 QUIKR.COM 3,648 12.1 3.7
24 Sulekha 3,556 11.8 3.5
25 Technorati Media 3,531 11.7 2.5
26 New York Times Digital 3,531 11.7 2.2
27 Metacafe 3,503 11.6 4.2
28 Ibibo 3,409 11.3 6.5
29 HDFC Group 3,356 11.1 6.5
30 Globe7 3,223 10.7 2.2

20. A DITL of ‘Who’
Mobile
Bedtime
All Day Long Newspaper/
Internet & TV in the Gym Magazines/Televisio
Internet Music on Ipod
Browsing Phones n/ Mobile - Internet
Gym Breakfast
Dinner Ready for Work
Newspaper/
Magazines/Television/
Mobile - Internet
Commute to
work
Commute back home
OOH/ Drive time
OOH/ Drive time radio/Mobile
radio/ Petrol
Pumps Lunch at work/ around work
Handling calls, During work
conflicts, meetings hours Restaurants/ Cafes
Internet around business
Internet &
& Phones districts
Phones

21. Mobile, Gmail, Twitte
Mobile r, TOI, Facebook
timesofindia, Linkedi
n, facebook&twitter,G Bedtime
All Day Long Newspaper/
oogle TV in the Gym
Internet Internet & Magazines/Televisio
Browsing Phones Music on Ipod n/ Mobile - Internet
Gym Breakfast
Dinner
Ready for
Newspaper/ Work
Magazines/Television/
Mobile - Internet
Commute to
Commute back home work
OOH/ Drive time
OOH/ Drive time radio/Mobile
radio/ Petrol
Pumps/Mobile NdtvGoodtimes, Yahoo,M
Internet ensXP, Vogue, makemytr
During work ip,IndiWo, BookMyShow,
Handling calls, hours Facebook,Twitter,News
GQ,Idiva,Tarladala conflicts, meetings
l,Raaga,Cricinfo, Internet &
Techcrunch,Faceb Internet Phones Lunch at work/ around work
ook & Phones
Gmail,TOI, Restaurants/ Cafes
NDTV,Google, around business
Facebook districts

22. Thought Starters

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

24. Drive Change Induce
Awareness Behaviour Loyalty

25. The Low Hanging Fruit

26. The Communication Platform
Build in
Trust
Rationale :-
- Scalable Social Object
- Lifestyle Positioning
- Media Friendly

27. Mechanic
Drive Change Induce
Awareness Behaviour Loyalty
Build the Brand Generate Avenues for Build the Earned
Voice Online Leads Brand Voice

28. The Pillars of Access
Paid Owned Earned
Media Media Media

29. The Brand Vision

30. Media Types
Brand Assets Website Microsite Channels Mobile
Display Display &Rich media (CPM) (CPC) (CPL) Tie-ups & Content Int.
Search SEM Enterprise SEO
Applications Forums Content
Social Media
ORM Blog PR Own blog

31. Display Media

32. Display Media: Phase 1
CPM buys –
Horizontals,
Sponsorships
Travel
genre
Network Buys
TVC Seeding
(CPC)

33. Target Audience
Age: 25+
Gender: Male SEC: A,B
Cities :Top 8 Metros

34. Media Strategy
Reach
Builders
Puravan
Contextual kara. Frequency
targeting
com
Sponsors
hips

35. Reach Builders
Focus on genres known for high reach amongst 25+
Yahoo, Rediff, MSN, In
Portals diatimes, etc
Glamsham, Bollyw
oodhumga, Bollywood
Movies Sections
TOI, IBNLive,
News NDTV, BBC
Jivox, Vdopia, Vi
deo sections Videos
, Youtube

36. Frequency
Focus on properties like Emailers, CPC deals, etc
rediff, network 18, sify, shopping
Emailers databases, manorama online, b2b
database, etc
Komli, Ozone, Adwinks, Net
workplay, etc

37. Contextual Targeting
Leverage sites which can have direct connect while they are surfing.
Mothe babycenter.in, mother
r-hood sdelight.com
Ebay, rediff E-
shopping, indiatimes commerce
shopping
Lifestyle In.com; Yahoo, Indiatimes,
NDTV
Emailers:
Jeevansaathi, Bharatmatri Matrimonial
mony, Shaadi

38. Sponsorships
Leverage sites which can have direct connect while they are surfing.
Movies & In.com, Yahoo, Indiatimes
Celebs
Ebay, rediff Shopping
shopping, indiatimes festivals
shopping
Travel MMT, travelguru, traveloci
ty, etc

39. Indicative Media Plan
INNOVATIONS
Website Section Creative Type Cost Exp Imp. Exp clicks
Yahoo News Roadblock 180,000 3,200,000 16,000
Rediff Across Site Social Slug 250,000 1,000,000 6,000
Business Std homepage Floater 90,000 40,000 400
Rediff Money homepage interstitial 250,000 300,000 24,000
TOTAL 770,000 4,540,000 46,400
SUSTENANCE
Website Section Creative Type Cost Exp Imp. Exp clicks
Komli RON Banners 200,000 NA 28,500
Make My Trip
ROS Banners 200,000 1,111,111 2,778
+ Yatra
Ixigo ROS Banners 150,000 1,111,111 2,778
Yahoo New Banners 175,000 1,017,488 2,035
Rediff RON Banners 125,000 1,503,268 12,026
Business Std Homepage+ ROS Banners 100,000 900,000 1,800
Rediff Money ROS Banners VA 2,500,000 3,750
TOTAL 950,000 8,142,978 53,667 Deliverables
E-MAILERS Cost 1,995,000
Website Section Creative Type Cost Database Impressions 13,157,978
Moneycontrol Inbox Emailers 100,000 200,000 Clicks 100,067
Jeevansathi Inbox Emailers 75,000 125,000
eCPM 152
Monster Inbox Emailers 100,000 150,000
TOTAL 275,000 475,000
eCPC 17

40. Display Media: Phase 2
Drive
Build in Network
Trust Buys
(CPC)

41. Driving Build in Trust
Build in Trust would be driven across Forums and Blogs via Contextual Ad Inventory
CPC & CPR (Registrations)
Build in
Networks Trust
Associations
Puravankara.com

42. Networks
Recommend to focus on CPC/ CPR deals for lead gen.
Networks Komli, Adwinks,
(CPL) Networkplay
Networks
Video Networks, Ozone
(CPC)

43. Tie - ups
E-Stores,
Ebay, Rediff shopping,
Branded Indiatimes shopping, etc
Channels

44. Sites who we can associate with

45. Indicative Media Plan
PERFORMANCE
Booked
Deal Type Cost Type Site Type Site Name Section Creative Type Unit Size Unit Price Budget
Deal
Leads CPL Network Komli RON Banners+Mailers Variable 2,000 120 240,000
Network
Leads CPL Network RON Std Banners Variable 1,000 170 170,000
Play
Leads CPL Network Adwinks RON Banners+Mailers Variable 1,600 100 160,000
Leads CPL Network Admagnet RON Std Banners Variable 1,000 130 130,000
TOTAL 700,000
Deliverables
DELIVERABLES TOTAL COST UNIT COST
5,600 700,000 125

46. SEM

47. 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 (‘Build in Trust’)
• Broad Match and Phrase Matched Keywords

49. Puravnkara Keyword Eco System
Brand Keywords Competition Keywords
Build Trust
Quality Assurance Building loyalty
bangalore homes
for sale bangalore real
bangalore real estate estates
developers
Prestige Project
real estate in
Trust in Brigade Group
cochin
Quality Projects
real estate
developer in Puravankara Customer
bangalore Satisfaction
Puravankara Flats Puravankara DS Max Properties flats on sale in
Projects bangalore
Ittina Builders
Puravanakara
Puravankara Houses Residential
Customer bangalore flats for
Service sale
Puravankara Puravankara
Bangalore flats for sale
Esteem Developers
bangalore
Sobha Puravankara Chennai Puravankara Kochi
chennai real estate
companies Developers Bulding
relation
Puravankara
real estate at ships
Puravankara Apartments Current Projects
cochin
Build luxury flats chennai Century Developers
Your own Divyashree
Developers
homes for sale
real estate in kochi Concorde Group bangalore
Build in Trust
real estate cochin real estate
developers
How to trust bangaloreindia residential flats for
sale in bangalore
How To
Category
Build in Trust Keywords
Keywords Building trust

50. SEM: Phase 2
• Optimized keyword basket
• Inclusion of exact match and long tail keywords
• Historical performance to aid in account restructuring

51. SEO

52. 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

53. Why Search Engine Optimization?
According to internet marketing, almost 65% - 70% of all web
site traffic comes from the search engines & directories

54. Consumers & their affinity to Search
Engines
Search Engines are the most preferred medium for people to search for
information/clarification

55. Which Search Engines to leverage?
Google rules the pack with over
75% of market share
Other Search Engines in the
fray…

56. How SEO elements affect organic listings?
Title tag
Keywords
Meta description tag
These elements play an important role in deciding
your Page Rankings

57. 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

58. 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

59. 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.

60. 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”
Avg. Visit
Visits Pages / Visit % New Visits Bounce
Duration
Rate

61. Comparison Ranking http://www.pureitwater.com/IN/
Keywords Google.com Google.co.in Yahoo Bing
Before SEO Current Before SEO Current Before SEO Current Before SEO Current
best water purifier 154 8 19 4 - - - -
best water purifier in india 19 3 - 3 54 26 120 7
germkill kit 1 1 1 1 1 1
hindustan lever water purifier 1 1 1 1 1 1 2 1
hindustan unilever pureit 1 1 1 1 1 1 1 1
hindustan unilever pureit water purifier 1 1 1 1 1 1 1 1
hll water purifier 1 1 1 1 8 1 1 1
home water purifier - 34 110 4 - - - 73
hul pureit 2 1 2 1 6 1 4 1
indian water purifiers 70 2 41 2 137 32 - 25
ro water purifier - 4 93 10 - - - 21
ro water purifier india - 3 - 10 54 14 - 16
ro water purifiers 123 4 52 10 187 - - 25
safe water - - - 180 - - - -
uv water purifier - 13 64 1 - - - 199
water filter - 70 20 6 - -
water filters - 62 13 5 - - - -
water purifier 50 3 18 3 - - - 31
water purifier in india 25 2 31 2 - 26 - 7
water purifier india 23 2 18 2 108 31 - 7
water purifier system - 44 - 20 - - - 104
water purifiers 55 6 14 3 - - - 172

62. 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.

63. 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)

64. Comparison Ranking http://www.merinolaminates.com/
Keywords Google.co.in
Before SEO Current
desert recon merino laminates - 1
merino laminates colour - 1
marino lam - 1
decorative laminates catalogue - 1
merico laminates catalogue - 1
merinolam contacts - 1
merino laminates india - 1
marino laminate india - 1
merinolum laminates - 1
merinolam laminate - 1
merino prelaminated boards - 1
merino laminates online catalouge - 1
merino laminates kitchen - 1
merino ply - 1
merino rhapsody lam - 1
merino laminates catalog - 1
merino laminates designs - 2
merino laminates shades - 2
laminate catalogue - 3
kids room laminates - 3
merinolam dealers - 4
Laminates india - 2

65. 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.

66. 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:

67. Comparison Ranking http://meemee.in/
Keywords Google.co.in
Before SEO Current
baby bath toys - 7
baby prams - 11
baby carrier - 11
baby toys - 19
baby walkers - 18
toys for baby - 61
breast pump - 106
baby feeding bottles - 130
baby bath time products - -
baby blankets - -
baby dress up - -
baby chairs - -
unique baby gifts - -
online baby stores - -
newborn clothes - -

68. SMO

69. Social Media Goals
CURRENT STATUS
1. CREATE AWARENESS
2. BUILD REACH
3. ENGAGE COMMUNITY –
4. INVOLVE
5. BUILD RECALL
6. EARN LOYALTY

70. 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

71. 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

77. 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 toEARNED LOYALTY

78. 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

79. 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

80. Build a Brand Community
Fashion
WOMEN
Parents
Puravankara Travel/
Sports
MEN
Brand Space Gadget
s
Land
Owners
TRADE
Buyers/In
vestors

81. Content Labels
Brand Updates
Home Décor – Trends and Tips
Real Estate Investment Tips
Celebrity Houses
Best Buildings in the World
Travel & Luxury Tips
Gadgets

82. Brand Update
Did you know: Once you become the owner of a Purva Home, you will receive a
personalized Purva Advantage Card within 45 days from the date of submission of
your details. This Purva Advantage card will be your passport to a world of
exclusive benefits and Advantage. Hit like if you find this awesome!

83. Content Labels
Brand Updates
Home Décor – Trends and Tips
Real Estate Investment Tips
Celebrity Houses
Best Buildings in the World
Travel & Luxury Tips
Gadgets

84. Home Décor: Category Update
Love a neutral palette? Consider designing with a grey
colour scheme. Neither boring nor drab, grey is perfect
for creating a chic new look in your home.

85. Content Labels
Brand Updates
Home Décor – Trends and Tips
Real Estate Investment Tips
Celebrity Houses
Best Buildings in the World
Travel & Luxury Tips
Gadgets

86. Real Estate Investment Tips: Category Update
Tip of the day: The key to investing in real estate involves purchasing properties
that are listed below market value, making minor to moderate renovations to
these homes, and putting them back on the market (via selling or leasing them
out) for a profit.

87. Content Labels
Brand Updates
Home Décor – Trends and Tips
Real Estate Investment Tips
Celebrity Houses
Best Buildings in the World
Travel & Luxury Tips
Gadgets

88. Celebrity Houses
The superhero of Bollywood owns a super crib! Check out this
rare snapshot of Hrithik Roshan’s living room and hit like if you
love its vibrancy.

89. Content Labels
Brand Updates
Home Décor – Trends and Tips
Real Estate Investment Tips
Celebrity Houses
Best Buildings in the World
Travel & Luxury Tips
Gadgets

90. Best Buildings in the world
The Shanghai World Financial Centre, International Commerce
Centre, and Burj Khalifa are the world tallest buildings. Hit like
if you love such creativity!

91. Content Labels
Brand Updates
Home Décor – Trends and Tips
Real Estate Investment Tips
Celebrity Houses
Best Buildings in the World
Travel & Luxury Tips
Gadgets

92. Travel Tips:
Category Update
"He who would travel
happily must travel light." -
- Antoine de St. Exupery

93. Luxury: Engagement Update
Time to prove how much you actually know about your favourite
brands. Dare to attempt?

94. Content Labels
Brand Updates
Home Décor – Trends and Tips
Real Estate Investment Tips
Celebrity Houses
Best Buildings in the World
Travel & Luxury Tips
Gadgets

95. Gadgets: Category Update
The recent proliferation of players in the smart-phone
market is taking everyone by storm. A sea of new phones
are soon going to be announced at the Mobile World
Progress! Read on..

96. 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

97. Property Locator
Built on Google Maps’
engine, our Locator App
enables patrons to find your
place and a

99. Referral Tab
A way for fans to invite their
friends to the page, in a
simple click and select
fashion

101. Catalogue Tab
A showcase of Current
Projects in an interactive and
stylish tab

103. Media-Desk Tab
A showcase of a Brand’s
Press articles displayed on
an interactive rack.

105. Feedback Tab
A place for customers to give their feedback
and share their personal details so they can
be addressed

107. Offer/Promo Tabs
To make users aware of your latest offline
offers and increase enquiries and walk-ins

109. 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

110. Engagement Idea: Light Games
• Build in Trust Quizzes with Weekly Giveaways
• Quizzes could finally become User Generated

111. 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

112. 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

113. Loyalty & Virality Ideas

114. Loyalty Idea 1: Stay Tuned
• Most Active Fans (Top Fans): Likes, Comments & Shares
• Play All Games / Activities (Win / Collect Points)
• Most Page Visits
• Set Movie Reminders
• Create User Generated Content (ex: Own Bieber Badge)

115. Loyalty Idea 2: Invite2Win
• Users Invite Friends to Earn Rewards
• Users Tag Friends to Page Photos / Posts
• Users Share New Release Info
• Share Character Content

116. Sample Update: Viral Content

117. 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 engagedon 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

118. Twitter

119. 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

120. Customized Background
Customized Twitter background will be
in sync with brand guidelines (any new
launch / promotion will be
communicated via backgrounds too)

121. 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.

122. Get people to talk about Brand
on Review sites?

123. G+ Places and other review sites

124. 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

125. YouTube Channel - Build in Trust
 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

126. How do we achieve this?
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
• Lets look at a how we would achieve this using a 6 month campaign as an example.
• Each month will augment the previous month with a Media Spend that bolsters the
content plan.
• All of the Content is based on:
o Awareness
o Engagement
o Sustenance

127. Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Activities in the 1st Month
1. Creation of All Social Media Properties
2. Content Strategy: Generating content around Orbit too put up on Social
3. Facebook - Media Buys
4. Google Ads - Media Buys.
5. Display Media Buying

128. Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Activities in the 2nd Month
Continuing from the previous This month we Introduce:
month:
1. SEO continues. 1. Deployment of Puravankara’s
2. SMO continues. adverts in Ad networks: Komli
3. Media Buys: Google Adwords.

129. Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Activities in the 3rd Month
Continuing from the previous We Introduce:
month:
1. Newsletters
1. SEO continues.
2. SMO continues.
3. Media Buys: LinkedIn / Google
Adwords.
4. Deployment of ads in Ad networks
Continues

130. Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Activities in the 4th Month
Continuing from the previous We Introduce:
month:
1. Media Buys on a different Ad
1. SEO continues
Network: Network Play
2. SMO continues.
3. Media Buys: Google Adwords.
4. Media buys: Komli
5. Newsletters.

131. Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Activities in the 5th and 6th Month
For the last two months we continues our activities and interpret
what we have done till month 4.
Accordingly, it is this time that we can re – evaluate the amount we
put in for we put in for certain budgets. What really works and
doesn't work. The last two months are all about evaluation.

132. THANK YOU!
Vikram Dua
Business Development
YRALS
m: +919820257853
e: vikram@yrals.com