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Once Upon A Time...
| Date post: | 12-Jan-2015 |
| Category: |
Business |
| Upload: | india-social |
| View: | 549 times |
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Once Upon A Time...
WhenJai and Veeruhad not met FOR 20 YEARS
Thakur to Jai…
Ghabbar ko pakadne ka contract loge?
What Will Jai Do?
CASE 1 Jai calls Veeru
Veeru, Mujhey Ghabbar ko pakadna hai.Join karega kya?
RESULT
Veeru says,
“Dekhta hun. Time hoga toh…”
Saala 20 saal baad phone kar raha hai
woh bhi matlab sey.
CASE 2 Jai calls Veeru
Day 1, Call 1:Kaisa hai bhai? DhandhaKaisa chal raha hai?
Day 4, Call 2:Apan ekdum partnerHoney chahiye pata hai!Bhai hai tu!
Day 10, Call 3:Veeru, Mujhey Ghabbar ko pakadna hai.Join karega kya?
RESULT
Veeru say,
“Sure yaar…”
Main kitna lucky hun aisa
dost hai mera!
Case 1: Display, click, sell, sell
Ley lo!
Ley lo!Ley lo!
Ley lo!Ley lo!
Case 2: Social Engagement
“Hi! Howdy?”
This is not “GYAN”
“If I give you a CAR, DRIVE it…
It’s a Car-builder Saying
…DON’T pedal”
The Mobile Social Publisher’s Guide To Market Your Brand
The Mode is the Message. Content is the Advertisement.
1
FantaObjective: The brand aimed at getting user to associate the ‘Uchhal Uchhal Jaye’ ad track & with the attributes of springy, bouncy masti associated with Holi!
Solution: Fanta played Holi with 1.4 million users on RockeTalk through various engagement methods like Contests, Greeting cards, TVC poll etc. more than 4 lac Fanta Greeting cards were sent by users .
Campaign Result No. of Days - 15 days
Fanta TVC Poll
Viewed by: 511881 Entries: 216946
Fanta Greeting Cards
Viewed by: 983563Sent by: 411730Attached audio (personalize): 32838
Fanta Share your Holi Moments
Campaign Reach: 1.3 million No. of entries received : 4385Entries after moderation: 1600
Social Contests are gratifications by themselves.
2
IdeaObjective: To promote IDEA 3G to tier 2-tier 3 city users. To increase the number of unique users, raise awareness and increase subscriptions.
Solution: Jingle based banners promoting the theme of IDEA 3G with lead capturing. Promotion of IDEA TVC campaigns running across Electronic & Digital media.
Campaign Result No. of Days - 30
No. of banner clicks: 193557
CTR : 0.94 %
No. of banner views : 3662161
No. of banner clicks: 65097
CT R : 1.78 %
No. of banner views : 20583481
Banners With Jingle
Banners Without Jingle
TVCs feature in Media Gallery
No. of Videos : 6
Avg. Views : 352784
The Mobile is the brand whispering …In the bedroom, In the waiting room, On the pot, In the cab…
3
Case Study: Channel V
Campaign Result -23 days
Channel V/Wake-a-thon Videos viewed 2,54,431
Channel V contest questions attempted
43,729
Channel V/Wake-a-thon banner impressions
27,50,111
Unique users who saw Login message about Channel V
1,98,466
Impressions for System Buzz sent for show introduction and TUNE IN
27,50,111
Objective : Channel V’s exhausted was a reality game show that required 8 finalists to stay awake for more than 48 hours, doing impossible tasks. And Channel wanted mobile media campaign.
Solution : RockeTalk replicated the same on its social mobile environment, using a program called Wake-a-thon, where users participated & send audio/video entries of the tasks they were asked to perform.
Try Looking beyond Facebook
Here’s Why? •No apps on mobile. Does not talk. •Indians are different. We want new friends, not old ones on our network. •We want music and dance on our network. •We want games. •We want it on the go. On our mobile. In our language. •Doing things that we do.
4If it’s Social, Mobile, and in India…
Facebook is still a “Kahaani”
4If it’s Social, Mobile, & in India…
We also need to seek out properties that are "Dabang"
A Global Social Application
People Profile
MobileTalk Shows Social
Communication
Contests, GamesEntertainment Content
M-Store
UGC Posting& Sharing
LIVE Multimedia Community Chat
Rich Social Modules that create user clusters…
RockeTalk AtA Glance
Significant Active User Base The largest credible Social Space on mobile in India with easy reach into Metros & Small towns
Registered Users: Over 14 MillionPage Views/Month: Over 1.5 BillionNew Users/Month: 6 Lakh
Rest Of The World: 3.5 Million (Active Users)
India Audience: 8.2 Million (Active Users)
RockeTalk AtA Glance
Home ScreenProduct Snapshot
Snapshot of What’s Hot & New!
Friend-list & search for friends
Videos, photos, voice & mixed mediagallery
Profile, settings, log & imp stuff!
Messages from groups, Users or RockeTalk
Messages from groups, Users or RockeTalk
Create and join Communities & Shows
Astrology, news, movies, music, sports, religion
Real-time Notifications of friends’ activities
RockeTalk AtA Glance
User Engagement Matrix How much they consume
RockeTalk Audience
8.3 Visits/User/Month
8 Mb – 12 Mb Data Usage/User/Month
9.8 Downloads/User/Month
13.5 Million Voice & Video Message Streams/ 24 hrs
Engaged users with high data consumption, content download, social interactions & contesting.
5A model of brand conversations that is evolved out of social not imposed upon it
RockeTalk’s Conversation Framework
Home Screen Tickers
High-traffic PagesAnimated Banners
With On-Page-LoadAudio Jingles
Rich Inbox Broadcast
Brand Profile Page
Brand Community
Brand Contest – QnA & Poll
Brand Contest – Record & Post
What’s HotFeatured Spot
Media GalleryFeatured Spot
CommunitiesFeatured Spot
ContestFeatured Spot
Survey Forms
Brand Badges Brand Watermark
Brand Buzz on IM
LIVEChat Shows
Ask the Expert
FREE Subscription
MultimediaGreetings Downloads
Free Subscription
BrandFriends
Brand Members
Stage 1: Reach-out tools to an 8.5 million month-active user-base
Stage 2: Innovative Branding tools to an 8.5 million month-active user-base
Stage 3: High Engagement Zones & Tools to engage users filtered through Stage 1 & Stage 2
Engaged Conversations between Brand & User
Conversation Starters between Brand & User
