Embed Size (px)
DESCRIPTION
A look at new concepts, marketing frameworks and paradigms for social media marketing on mobile useful for brands, agencies and mobile publishers. Some award winning case studies included.
Citation preview
Social Marketing
not about the emotion of statistics, but the statistics of emotions.
The Connect Value LadderTo See: To Identify: To Shake Hands:To Have a Conversation: To Sustain a Conversation:
…there are degrees to a relationship,
with people, as with brands.
“That’s a Girl”“That’s Sheetal. I saw her yesterday”“ Hi Sheetal. I saw you yesterday at the Bus Stop!”“I am Shahrukh, I used to take the bus too. You…?”“I’ll take this bus every Friday for a movie. Wanna join? ”
Traditional MediaDisplay and Click
Web & Apps on PCWeb & Apps on MobileEngagement Models
long friendships are valued most
To Connect orTo be the Connect Brand 2 Person:
Person 2 Person:
B2P is where the brand initiates a conversationP2P is where the brand becomes the conversation
In Private.
In Private.
Media Delivery Social Broadcast
Social Recommendation Social Viral
In Public
In Public
So why engage?
…because to engage is to own a part of the conversation river where all creatures come everyday
-See , Identify-Shake Hands
Strike a Conversation Sustain a Conversation
Predatorial Advertising
SustainableEngagement
Display / Interact
Com
munity M
odels
? Mobile Social ? Higher Reach
Intimate Usage
Higher Frequency
Snacking
Greater variety of users
Higher Ad Response
Migrating Users
Lower Reach
Formal usage
Lower Frequency
“Meal-ing”
Lower variety users
Lower Ad Response
Where people go, brands must follow
Easy Integrate-abilitywith any medium
Tough Integrate-abilitywith other mediums
FB Community Marketing Model
Brand Presence. Brand announcement.
A pass-through zone populated by Predatorial ads.
Brand
Page
User Members
Brand Posts
User Likes
Brand Activity
Paid Ads Member Shares
API
Integration?
Twitter Marketing Model
A broadcast mechanism that seeks to capture a trend window.
Brand
Page
User Followers
User Retweet
Brand Lists
Brand Tweets
Paid Tweets
Member Retweets
API
Integration?
Strengths & Weaknesses
Social Web creators, but not mobile prepared.
High Active Base
Free Tools
High time spent
All format support
Low Churn Free PageGood
Warehouse
Low app, group, life
Most brand activity spam or
bot
Mobile Absent
Users Not Open to New People,
activity
Passive Participation
is greater
High Inactive
Members
Not mobile enabled for rich UGC
No customization possibilities
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?A brand cannot run a Newspaper, TV or Radio on Marketing budgets.
But New Media has low capital barriers with high acquisition cost and drop-out rate.
Focus on quality content, service, activity ensures low dropout
Brand
Surrogate
Brand’s Strategic Attributes
UGC tools beyond text, picture
Subscription-broadcast tools
Active Mobile Social Space
De-commodificationBanner inventory is a commodity on mobile. (Not yet on FB & Twitter social)
Excess is not valued by brands. Even lesser by users.
Commodification of inventory is commodification of brand & of user
Users• Users• Brand
UGC• UGC• Brand
Admin Curate
d
• UGC• Brand
Seamless integration with social experience
Brand SettlementsMobile Social Properties
are cities with people focused on one or more activities
Do not drive your Bus through it.
Create a gang, a club, a colony, a settlement.
I want a stage to perform
I want to look
I want old
friendsI want to listen
Brand-App-New
friends
I want new
friends
Brand Group- Talent
Brand TV-
Trailers
Social ProgrammingThe Social Mobile space is deceptively fragmented and platform specific.
A story well said on Facebook is not read on Pinterest and turns into a quotation on twitter.
Customised Campaign
Interpretation
Social
Media
Admin programmed campaign cycles converting social network to social media experience
Stages of Social Programming
Social programming is strategic and incorporates multiple tactical campaigns, bringing down Cost/Acquisition
Bra
ndin
g
Inno
vativ
e di
spla
ysC
omm
unity
Opt
-in
Opt
-in
Act
ivity
Con
test
/sh
ow
Gro
wth
Vir
alSo
cial
R
ecom
men
d
Sust
enan
ce
Subs
crip
tio nB
road
cast
Don’t wait for the user to come to the shop. Let the shop go to the user.
Viral is grossly over-estimated, under-used and completely misunderstood as self-driven
Tactical Brand campaigns
The Viral & The Brand
Allowing users to participate in the Brand formation
Brand
Story
User Interpola
tions
Epic
Brand
"To give a text an Author" and assign a single, corresponding interpretation to it is to impose a limit on that text.” – Roland Barthe
Measurement Matrices
This is Social. How do you measure a relationship?
UserSubscriber
s
Members
Likes, Shares,
Activity
Participation
Views, Clicks Does more visits
Mean better relationship?
How can one measure sentiment?
No commonMeasuring toolAcross mobileplatforms?
Should two campaignsBe measured by the Same matrix?
Value Pyramid of Social Measures
Each Campaign should create its own combination matrix, unique to platform, space, objective
UGC Participation
Passive Participation
Activity Viral Views
Comment, Share
Like
Ad Response Intention
Ad View<Target Ad View
Subscribe Time spent/ User
Churn
Active members/
Subscribers
Case Studies
Sustained Vital Connect…
Nokia Mobile Antakshari: Game Show 1st time on MobileObjective: 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
Case Studies
Sustained Vital Connect.
Nokia Mobile Antakshari User Journey
Campaign Results Total Users who played:
313750Users who played All Questions: 103020Audio Entries:
122581Users who shared questions: 62887Views of audio entries:
12 m + views
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.
Users were given alphabets and had to record and sing in
6 finalists to needed to finally compete in the final round
Each question and interaction referred back to the 40-lakh songs with Nokia200
Case StudiesChannel 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
1st Nokia presence on Social Mobile
Nokia Channel MeObjective: 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.
Case Studies
23 mins spent per user in each game-play
Nokia Channel Me
Case Studies
Videos produced and posted on the Nokia Web property were largely powered by RockeTalk
Nokia Channel Me
Case StudiesFanta Orangy Masti
ObjectiveFanta wanted user to associate the ‘Uchhal Uchhal Jaye’ ad track with the attributes of springy, bouncy masti associated during the Holi festival.
Case StudiesFanta Orangy Masti
Case Studies
The innovation is a first of its kind done by a brand in the mobile social space.
RockeTalk PRBT for YouTube
ObjectiveYouTube 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.
Case StudiesRockeTalk 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.
• The moment anyone visited the profile, the YouTube track played on its own as the Profile Tone.
Unique users who set YouTube PRBT: 1,34,430
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: [email protected]
Arvind Joshi, Creative Head: [email protected]
Sameer Agarwal, CMO: [email protected]
Agencies:
Nokia Antakshari, Nokia Channel Me, YouTube PRBT – Maxus (Group M)
Fanta Orangy Masti – Reprise Media
