Yrals Approach to REAL world ROI on Social Media. Six Steps to Social Media Success

1. Universal Music India
Social Media Solution
August 10, 2012

2. Where are we currently?
Current Status Industry Std
PAGE LIKES
70,800 For a page this size
• Total
• Average Monthly Growth 800 1400
• Growth Rate 1.1% 2%
TALKING ABOUT
• Total 1400 5600
• Active Ratio 2% 8%
AVERAGE DAILY POSTS
5 3-8
FOLLOWERS 1059 5000+
AVERAGE DAILY TWEETS
3 5
KLOUT
40 60+

3. Goals
CURRENT STATUS
1. CREATE AWARENESS
2. BUILD REACH
1. ENGAGE COMMUNITY –
1. INVOLVE
2. BUILD RECALL
3. EARN LOYALTY

4. 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 Anaylsis
Once this is done we need to analysis what has been the feedback with
respect to our engagement levels

5. 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

12. 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 as a ‘Destination for
International and popular Music’ and Heighten Virality
3. Converting Engagement toEARNED LOYALTY

13. Create Content
1. Rich Short Form Videos:
– Music Videos
– Back-stage
– Web Jockeys / U-Music Channel / Web Radio
– Live Web-casts
2. Pop Music related Memes: Building Formats that viral
1. Personalized Content via Customization Apps (UGC)
http://experience.mtvnhd.com
1. Light Games and Challenges

14. Content Idea:Pop-star Meme
Convert our content in to Viral Internet Memes

15. Content Idea: Artist News & Gossip
Rihanna collaborates with her ex, Chris Brown!
Whatcha think, good move?

16. Rich Content Idea: Quirky Music Reviews
Create video content on the Most Top Music News,
Virals& Web Discoveries
Content could be used to:
Cover Parodies | Gossip | Making o | Live Events & Parties
Creative Ref: Ray William Johnson
http://www.youtube.com/watch?v=vL56NP5d96Q

17. Engagement Idea 1: Light Games
Face Off Game
Who has the best Voice?
Rihanna Adele
Concept: A Popstar vs. Pop-
star Face-off for the True
Fans
Benefit: Scalable to Artists,
Tracks, Albums, Photos,
Videos & More

18. Engagement Idea 2:Light Games
Twister
Concept: Word Jumbles with
an image clue. Answers
could be album or track
names

19. Engagement Idea 3:Light Games
Rate Me
Concept: Users play the ever
popular RATE ME, feeding the
voyeuristic emotion of fans
Benefit: Content can scale
across Artist names, Albums,
videos & more

20. Involvement Idea 1: Sound Bytes
• Create viral video series called “Sound Bytes” for Video
Conversations with Various Artists & Music Celebrities

21. Involvement Idea 2: Social Game
Social Antakshari
Contest Name: Funtakshari
Concept: The real game of Antakshari goes digital with users
playing with friends. It allows multiple generations of music,
track sharing (with video), and competition
Benefit: Familiarity of concept, Virality, content
consumption

22. Recall Idea 1: U-Music Playlist
Idea: Allows users to hear tracks on the playlist, watch curated
videos clubbed for different moods & Favourite tracks
The Catch: For each favourite the user must invite a friend
Long Term Benefit: App can be a feature for users to seek the
Universal Music page without invocation / ads

23. Recall Idea 2: Real Life “Likes!”
Idea: Give readymade “Like” buttons to college students to give
out to their friends
Each “Like” button has a serial number, users enter online
making their page like Track-able
Users with most referrals become On-Ground Ambassadors with
Exclusive Access to U Music Events, Concerts and other Benefits

24. Loyalty Idea 1: More Content
Comic Strips
More Videos
Games
Updates
Merchandise

25. Loyalty Idea 2: Stay Tuned
• Most Active Fans (Top Fans): Likes, Comments & Shares
• Play All Games (Win / Collect Points)
• Most Page Visits
• Set Movie Reminders
• Create User Generated Content (ex: Own Bieber Badge)

26. Loyalty Idea 3: Invite2Win
• Users Invite Friends to Earn Rewards
• Users Tag Friends to Page Photos / Posts
• Users Share New Release Info
• Share Character Content

27. The Plan
• Retainers:
– Social Media: INR 80, 000 / month
This includes:
• Fan Acquisition 5000 Fans per month
• Content Generation for Updates 5 x 30 Updates / month
• Content for Tweets & ATS 5x 30 Tweets / month
• Creative Design 1 / Month
• Video Views 2000 Video Views / Month
• Standard Applications (Yrals’ Engines) 1 / Month
– Digital Content & Partnership Mgmt: INR 30,000 / month
This includes:
• Creating Standard Backstage Artist Bites Videos (Up to 2 No.s / month)
• Handling Content Partner Relationship on behalf of Universal Music
Projects: Other Apps& Media to be Executed on Request and at an Addl.
Cost