Learnings from SMM on the Web




Mobile Social Networking Asia, Hong Kong
20 May 2010
May 27, 2010        © Scenario Cons...
About Us
About Blogworks®


        Blogworks™ helps global brands and
        organisations engage stakeholders in
        convers...
A few recent successes




       Fastrack – India‟s       Samsung Mobile India                KnockingLive
       most lo...
Global Trends
Global

Percent of Subscribers Accessing        Jan -09             Jan - 10   Change %
Social Networking via Mobile
Brows...
Global
Mobile access to web SN                Now                 Previous   Change %




Total Audience (000)            ...
India
600 million subscribers




May 27, 2010   © Scenario Consulting Private Limited   9
Growing 12 million a month




May 27, 2010   © Scenario Consulting Private Limited   10
Voice = 0.0066 USD a minute




May 27, 2010   © Scenario Consulting Private Limited   11
VAS = 8 percent revenue




May 27, 2010   © Scenario Consulting Private Limited   12
VAS Economy

                                  Ringtones



                                                              ...
5/27/2010   © Scenario Consulting Private Limited   14
Scenario

                                   Number
                                  Saturation
                         ...
Land grab to a maturing market
Industry answering through


                                   Smart
                                  Phones




       ...
New operators growing data market
5/27/2010           © Scenario Consulting Private Limited   18
Social networking driving youth traffic
5/27/2010             © Scenario Consulting Private Limited   19
Mobile Networks Profile


                             Mobile to Mobile




                                              ...
Mobile Networks Usage (intuitive, don’t have
conclusive data to prove)        Tier 2 cities and smaller towns;
           ...
Mobile traffic growth is zooming ahead




India generates 2nd highest mobile web traffic on the AdMob platform
          ...
Patters are repeating themselves




                    Sports Sites Overall




Source: Informate Mobile Intelligence, M...
Key findings shared by Informate

 Overall the SMS based promos garnered low response.
       Amongst the 3 SMS based pr...
Voices




May 27, 2010   © Scenario Consulting Private Limited   25
“For us, if one was to compare mobile versus web – mobile has
still been a 1 way street. Engagement is much higher on
Face...
“A community come alive when you have 10-15%
participants active, critical mass needs to be
built.”




May 27, 2010     ©...
“People see brand messages on
the mobile as intrusion. ”




May 27, 2010   © Scenario Consulting Private Limited   28
“We did a mobile coupon activity but our dealers turned down
some of the users – mindset change has to come. It has
happen...
“I am looking at spending 10% budget on
digital, but only 1-2% of that is on the mobile.”




May 27, 2010       © Scenari...
Learnings




May 27, 2010   © Scenario Consulting Private Limited   31
Social media on the web is mainstream
Time to build positions on the mobile
“At the end of the day, its the
 same ball game, but a different
 arena! :-).”

Ekta Rohra Jafri
Media Experience Manager,...
“Brands have to understand
 that this is content play.”

Chirag Jain, Vice President
SMS Gupshup

May 27, 2010         © S...
Campaigns >>> Strategic programmes
Emergent VAS Economy

                                      Money
                                     transfers

        ...
We are living in an increasingly exhibitionist world –
possessions, relationships, actions need to be flaunted
Brands are an integral part of our lives
Friends trust friends
Social Media is influencing purchase
  Peer Reviews                                                     Expert Opinion



...
Metrics for Explicit Viral Loop



                                         Call of action
                   User        ...
Our social actions impact purchase
Tip #1 Web timelines married to
the mobile deliver a multiplier…
5/27/2010   © Scenario Consulting Private Limited   45
Social Media Impact on Purchase

Impact on                              Home page            When ads      When ads
      ...
Social Media Impact on Purchase

Users who saw Ads       Users who also saw mention Users who saw organic
                ...
5/27/2010   © Scenario Consulting Private Limited   48
5/27/2010   © Scenario Consulting Private Limited   49
5/27/2010   © Scenario Consulting Private Limited   50
5/27/2010   © Scenario Consulting Private Limited   51
Tip#2 Social media is not about Buzz alone
For us, Social Media is not about buzz alone
Customer insights


                 Reach out to customers/ users

             „We have three
             products in t...
Case – Knocking live video*



  * Blogworks client

May 27, 2010           © Scenario Consulting Private Limited   55
5/27/2010   © Scenario Consulting Private Limited   56
“Crowdsourcing can become better on mobile
networking because of the probability of a wider
response base and instant feed...
Tip #3 Remember, communities belong to users
Tip # 4 Find your evangelists
2:20:200:200000

                            Reach



                         Volunteers



                        Ambas...
Tip # 5 Offer content that matters, build
conversations and value around it
Case – SMS Gupshup




May 27, 2010   © Scenario Consulting Private Limited   62
Mumbai traffic police community alerts users
5/27/2010                © Scenario Consulting Private Limited   63
Traffic Communities by ICICI Lombard
- Surrogate Advertising

Objective:
    Brand awareness among car owners in major In...
Tip #6 Bite sized works
“Considerations of the device as a
 content originator have to be made. I
 don't think Facebook does this enough.”


Ekta ...
Tip #7 Call for action
Case – Channel [V] relaunch




May 27, 2010   © Scenario Consulting Private Limited   68
What is RockeTalk?


 250000
 200000
 150000
 100000
  50000
      0




               New Users


Available as Mobile Ap...
Case Study: Channel V
The Challenge

Channel V was re-launching.

V-Exhausted was to be their launch contest-
reality show...
Channel V’s exhausted was a reality
game show that required 6 finalists to
stay awake for more than 48 hours,
doing imposs...
The Wake-a-thon

Launch activity: Wake-a-thon
                               You can win a Digital Camera;
               ...
The Wake-a-thon

Qualifying stage: preliminary contest



                                   Shortcut to Fame:
           ...
8 RockeTalkers Selected to play…
Tasks given every few minutes, videos posted live




                                   ...
8 RockeTalkers Selected to play…
Inbox messages sent to all promoting the 8 finalists



                From: Channel [V]...
Live Videos on Mobile & TV

R
                              Channel V videos                C
O                           ...
Campaign Result, 23 days


     Channel V/Wake-a-thon Videos viewed         2,54,431


     Channel V contest questions at...
Campaign Result, 23 days


     Channel V/Wake-a-thon Videos viewed         2,54,431


     Channel V contest questions at...
Tip #8 Accompany your customers
Location based services – Pepsi Loot

                                    iPhone App let’s
                               ...
“Consumers on-the-go always have mobile devices with them,
and when they are hungry, they can open Pepsi Loot on their
iPh...
Tip # 9 Build your mobile touch points into
mainstream ads and marketing communication
Case – Fastrack*



  * Former Blogworks client

May 27, 2010                  © Scenario Consulting Private Limited   83
It‟s worked for marketers social touch points on the web.
5/27/2010            © Scenario Consulting Private Limited   84
Tip #10 Think engagement, not promotions
To sum it up
Think engagement, not short promotions

Social media is not about buzz alone

Offer content that matters, build conversati...
Let’s connect:
rajesh.lalwani@blogworks.in
+919810640163




May 27, 2010           © Scenario Consulting Private Limited ...
Thank You
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Mobile social networking asia 2010,hk talk by rajesh lalwani, india on 20 may 2010

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My talk at Mobile Social Networking Asia, HK which was organised by NeoEdge. India mobile volume, many believe, can potentially create in a couple of years, same size of market as Japan.

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Mobile social networking asia 2010,hk talk by rajesh lalwani, india on 20 may 2010

  1. 1. Learnings from SMM on the Web Mobile Social Networking Asia, Hong Kong 20 May 2010 May 27, 2010 © Scenario Consulting Private Limited 1
  2. 2. About Us
  3. 3. About Blogworks® Blogworks™ helps global brands and organisations engage stakeholders in conversations to share, build communities, draw insights and co- create offerings for business impact. • A consulting firm delivering strategic social media and technology solutions 5/27/2010 © Scenario Consulting Private Limited 3
  4. 4. A few recent successes Fastrack – India‟s Samsung Mobile India KnockingLive most loved youth fashion brand. In the duration that we Global blockbuster worked on the brand, app for iPhone & One of the longest Samsung entered the Android. We are sustained and digital brand index (by part of the global amongst the most Edelman and marketing team. successful social Brandtology) at #7 and media reached #4 in the second programmes in edition of the index. India. 5/27/2010 © Scenario Consulting Private Limited 4
  5. 5. Global Trends
  6. 6. Global Percent of Subscribers Accessing Jan -09 Jan - 10 Change % Social Networking via Mobile Browser All Mobile Phones 6.5% 11.1% 4.6 Smartphone 22.5% 30.8% 8.3 Source: comScore MobiLens Mobile Browser Access to Social Networking: Smartphone vs. Feature Phone 3-month average ending Jan. 2010 vs. Jan. 2009 Total U.S. Age 13+ Smartphone users access SN more often, growing faster 5/27/2010 © Scenario Consulting Private Limited 6
  7. 7. Global Mobile access to web SN Now Previous Change % Total Audience (000) Jan - 09 Jan - 10 Facebook.com 11,874 25,137 112 Twitter.com 1,051 4,700 347 Source: comScore MobiLens Number of Mobile Subscribers Accessing Facebook and Twitter via Mobile Browser 3-month average ending Jan. 2010 vs. Jan. 2009 Total U.S. Age 13+ Rapid growth on SN access through mobile 5/27/2010 © Scenario Consulting Private Limited 7
  8. 8. India
  9. 9. 600 million subscribers May 27, 2010 © Scenario Consulting Private Limited 9
  10. 10. Growing 12 million a month May 27, 2010 © Scenario Consulting Private Limited 10
  11. 11. Voice = 0.0066 USD a minute May 27, 2010 © Scenario Consulting Private Limited 11
  12. 12. VAS = 8 percent revenue May 27, 2010 © Scenario Consulting Private Limited 12
  13. 13. VAS Economy Ringtones Caller Games tunes VAS Economy Wall Astrology papers Music 5/27/2010 © Scenario Consulting Private Limited 13
  14. 14. 5/27/2010 © Scenario Consulting Private Limited 14
  15. 15. Scenario Number Saturation ? Changing Falling Consumer s India Voice Rev Mobile Market Single Fragmenta Digit VAS tion 5/27/2010 © Scenario Consulting Private Limited 15
  16. 16. Land grab to a maturing market
  17. 17. Industry answering through Smart Phones Always On India 3G Data Mobile Social App Stores Networking 5/27/2010 © Scenario Consulting Private Limited 17
  18. 18. New operators growing data market 5/27/2010 © Scenario Consulting Private Limited 18
  19. 19. Social networking driving youth traffic 5/27/2010 © Scenario Consulting Private Limited 19
  20. 20. Mobile Networks Profile Mobile to Mobile Mobile to Integrators Web Hybrids 5/27/2010 © Scenario Consulting Private Limited 20
  21. 21. Mobile Networks Usage (intuitive, don’t have conclusive data to prove) Tier 2 cities and smaller towns; cross geography, SEC B; connecting strangers Mobile to Mobile Mobile to Integrators Web Tier 1 cities, SEC A; Currently favouring Tier 2 existing connections cities and smaller towns; may change with concepts Hybrids like oc2ps coming in, SEC A, B 5/27/2010 © Scenario Consulting Private Limited 21
  22. 22. Mobile traffic growth is zooming ahead India generates 2nd highest mobile web traffic on the AdMob platform following the USA 5/27/2010 © Scenario Consulting Private Limited 22
  23. 23. Patters are repeating themselves Sports Sites Overall Source: Informate Mobile Intelligence, May 2010 100 percent increase in user interest on IPL – season 3 5/27/2010 © Scenario Consulting Private Limited 23
  24. 24. Key findings shared by Informate  Overall the SMS based promos garnered low response.  Amongst the 3 SMS based promotions which were heavily aired on TV, only “Pepsi the game” showed some interest amongst our panelists peaking in the 4th week after which the interest wane. Demand for real engagement on the rise 5/27/2010 © Scenario Consulting Private Limited 24
  25. 25. Voices May 27, 2010 © Scenario Consulting Private Limited 25
  26. 26. “For us, if one was to compare mobile versus web – mobile has still been a 1 way street. Engagement is much higher on Facebook, likely given the user’s comfort level with Facebook.” May 27, 2010 © Scenario Consulting Private Limited 26
  27. 27. “A community come alive when you have 10-15% participants active, critical mass needs to be built.” May 27, 2010 © Scenario Consulting Private Limited 27
  28. 28. “People see brand messages on the mobile as intrusion. ” May 27, 2010 © Scenario Consulting Private Limited 28
  29. 29. “We did a mobile coupon activity but our dealers turned down some of the users – mindset change has to come. It has happened with social media (web) – dealers demand it now.” May 27, 2010 © Scenario Consulting Private Limited 29
  30. 30. “I am looking at spending 10% budget on digital, but only 1-2% of that is on the mobile.” May 27, 2010 © Scenario Consulting Private Limited 30
  31. 31. Learnings May 27, 2010 © Scenario Consulting Private Limited 31
  32. 32. Social media on the web is mainstream
  33. 33. Time to build positions on the mobile
  34. 34. “At the end of the day, its the same ball game, but a different arena! :-).” Ekta Rohra Jafri Media Experience Manager, Blyk Inc May 27, 2010 © Scenario Consulting Private Limited 34
  35. 35. “Brands have to understand that this is content play.” Chirag Jain, Vice President SMS Gupshup May 27, 2010 © Scenario Consulting Private Limited 35
  36. 36. Campaigns >>> Strategic programmes
  37. 37. Emergent VAS Economy Money transfers Social Music Gaming VAS Economy Dating Apps Location based Shopping services 5/27/2010 © Scenario Consulting Private Limited 37
  38. 38. We are living in an increasingly exhibitionist world – possessions, relationships, actions need to be flaunted
  39. 39. Brands are an integral part of our lives
  40. 40. Friends trust friends
  41. 41. Social Media is influencing purchase Peer Reviews Expert Opinion Company website Advertising Media BTL Others Marketer’s view (Transparent, conversational) 5/27/2010 © Scenario Consulting Private Limited 41
  42. 42. Metrics for Explicit Viral Loop Call of action User to invite friends X = invited friends Accept Y% = accept rate X * Y > 1 gives you viral growth 5/27/2010 © Scenario Consulting Private Limited 42
  43. 43. Our social actions impact purchase
  44. 44. Tip #1 Web timelines married to the mobile deliver a multiplier…
  45. 45. 5/27/2010 © Scenario Consulting Private Limited 45
  46. 46. Social Media Impact on Purchase Impact on Home page When ads When ads ads mention coincide with friends who mention of are fans friends (who are fans) in timeline Ad Recall 10% 16% 30% Brand Awareness 4% 8% 13% Intent to Purchase 2% 8% 8% Source: Nielson Facebook Study, More than 800,000 Facebook users April 2010 Ads in 14 categories 5/27/2010 © Scenario Consulting Private Limited 46
  47. 47. Social Media Impact on Purchase Users who saw Ads Users who also saw mention Users who saw organic in ads mentions without ads 18 million 1 million 1 million Users who engaged Users who engaged Users who engaged 1% 4% 4 Source: Nielson More than 800,000 Facebook Facebook Study, April users 2010 Ads in 14 categories Organic is more effective…keep an eye on cost. 5/27/2010 © Scenario Consulting Private Limited 47
  48. 48. 5/27/2010 © Scenario Consulting Private Limited 48
  49. 49. 5/27/2010 © Scenario Consulting Private Limited 49
  50. 50. 5/27/2010 © Scenario Consulting Private Limited 50
  51. 51. 5/27/2010 © Scenario Consulting Private Limited 51
  52. 52. Tip#2 Social media is not about Buzz alone
  53. 53. For us, Social Media is not about buzz alone
  54. 54. Customer insights Reach out to customers/ users „We have three products in the market, which one would you want to „We want to enter see on the a new category, „What do you think shelves?‟ what do you we should do next? think?‟ How much would you pay for it? 5/27/2010 © Scenario Consulting Private Limited 54
  55. 55. Case – Knocking live video* * Blogworks client May 27, 2010 © Scenario Consulting Private Limited 55
  56. 56. 5/27/2010 © Scenario Consulting Private Limited 56
  57. 57. “Crowdsourcing can become better on mobile networking because of the probability of a wider response base and instant feedback. Think surveys.” Madhavan Narayanan Senior Editor, Hindustan Times May 27, 2010 © Scenario Consulting Private Limited 57
  58. 58. Tip #3 Remember, communities belong to users
  59. 59. Tip # 4 Find your evangelists
  60. 60. 2:20:200:200000 Reach Volunteers Ambassadors Core group 5/27/2010 © Scenario Consulting Private Limited 60
  61. 61. Tip # 5 Offer content that matters, build conversations and value around it
  62. 62. Case – SMS Gupshup May 27, 2010 © Scenario Consulting Private Limited 62
  63. 63. Mumbai traffic police community alerts users 5/27/2010 © Scenario Consulting Private Limited 63
  64. 64. Traffic Communities by ICICI Lombard - Surrogate Advertising Objective:  Brand awareness among car owners in major Indian cities Activity:  Traffic alerts sponsored by ICICI Lombard in Mumbai & Bangalore  Useful information provided to subscribers in From: TRAF-MUM partnership with Traffic Police of the cities Two B.E.S.T. Buses Stalled at Gamadia Result: Junction, traffic towards R.T.I.  32,500+ citizens benefited with timely alerts Junction & Kemps Corner is slow. on road diversions, bottlenecks & incidents -Visit icicilombard.com for  Favorable brand association with relevant TG your car insurance needs T&C apply
  65. 65. Tip #6 Bite sized works
  66. 66. “Considerations of the device as a content originator have to be made. I don't think Facebook does this enough.” Ekta Rohra Jafri Media Experience Manager, Blyk Inc May 27, 2010 © Scenario Consulting Private Limited 66
  67. 67. Tip #7 Call for action
  68. 68. Case – Channel [V] relaunch May 27, 2010 © Scenario Consulting Private Limited 68
  69. 69. What is RockeTalk? 250000 200000 150000 100000 50000 0 New Users Available as Mobile Application & WAP Personal Pages, Friend Network, Communities, Downloads & Messenger Unique Feature: Can record & send P2P video, audio & photo messages
  70. 70. Case Study: Channel V The Challenge Channel V was re-launching. V-Exhausted was to be their launch contest- reality show on TV They were seeking a low –cost marketing solution that could penetrate Provincial India for high brand visibility at low cost Also, Channel-V wanted a solution that enabled rich media creation, sharing and consumption The RockeTalk solution needed to complement the Channel V show Exhausted…
  71. 71. Channel V’s exhausted was a reality game show that required 6 finalists to stay awake for more than 48 hours, doing impossible tasks… RockeTalk replicated the same on its social mobile environment, using a programme called Wake-a-thon! A new build was developed for Channel [V]. Although the campaign was available on the basic RockeTalk environment too. Channel [V] Exhausted on RockeTalk
  72. 72. The Wake-a-thon Launch activity: Wake-a-thon You can win a Digital Camera; simply answer 48 questions in 12 hours. Think you can do it ? Be part of 12 hour Channel [V] Exhausted Wake-a-thon from 21st Aug 11 pm to 22nd Aug 11 am. We will send you the details shortly in your inbox. Audio jingles promoting the contest auto-played when page rendered.
  73. 73. The Wake-a-thon Qualifying stage: preliminary contest Shortcut to Fame: Famous hone ka simple funda. Video banao-Famous ho jao! Bhejiye humein apna video aur bataiye kya hai aap mein alag jo Channel [V] par dikaya jaye aap ka video. Top 8 entries ko milega ek special inaam.
  74. 74. 8 RockeTalkers Selected to play… Tasks given every few minutes, videos posted live Rules and Regulations to play Wake-a- Check out the profiles of 8 RockeTalkers thon who will play 12 hr Wake-a-thon today 1.Do not sleep during the game. from 11 pm onwards to 11 am tomorrow. 2.Send videos/pictures of all the tasks Dekho 8 logon ke profile jo khelenge that you are asked do. Wake-a-thon aaj raat 11 baje se subah 3.Only entries with videos/ pics of tasks 11 baje tak. will be valid. 4.You need to answer all the 12 questions Become their friend and cheer them. correctly and do all 13 tasks to complete Jeetendra’s profile the game. ShreeKhan’s profile Lucky12k4’s profile Wake-a-thon khelne ke neeyam aur Athar123’s profile shartein Shannu123’s profile 1.Khel ke dauraan sona mana hai Shafeeqkhan’s profile 2.Har task ki video ya picture bhejna Azam Khan’s Profile zaroori hai Tariqfzb’s profile 3.Bina video ya picture entry ke task ko pura nahin mana jayega. Click here for rules and regulations 4.Aapko game poora karne ke liye 12 sawalon ke sahi jaab dene honge aur 13 task bhi poori tarah se karne honge
  75. 75. 8 RockeTalkers Selected to play… Inbox messages sent to all promoting the 8 finalists From: Channel [V] Take a look at the First 8 people who are going to go sleepless on Channel [V] Exhausted presented by Garnier light Eye Roll On . Click to view Slideshow < 1/8 > < 2/8 > < 3/8 > < 4/8 > < 5/8 > < 6/8 > < 7/8 > < 8/8 > Options Back Message introducing the contestants of 1st episode
  76. 76. Live Videos on Mobile & TV R Channel V videos C O displayed, H C distributed and viralled A K N E N T E A Channel L L K A U R ockeTalk V V A U D D I I Wake-a-thon Exhausted E E N N C C RockeTalk Wake-a- thon videos E E displayed,
  77. 77. 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 1,98,466 Channel V Impressions for System Buzz sent for show 27,50,111 introduction and TUNE IN
  78. 78. 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 1,98,466 Channel V Impressions for System Buzz sent for show 27,50,111 introduction and TUNE IN
  79. 79. Tip #8 Accompany your customers
  80. 80. Location based services – Pepsi Loot iPhone App let’s customers know when they are near a ‘Pop Spot’ or outlet selling Pepsi Purchase rewards in form of points that could be Mobile + Web redeemed for music downloads Each purchase earns 1 Similar arrangement with reward; 3 = 1 download Foursquare from library 5/27/2010 © Scenario Consulting Private Limited 80
  81. 81. “Consumers on-the-go always have mobile devices with them, and when they are hungry, they can open Pepsi Loot on their iPhone and it shows them every Pepsi location in a certain area. Pepsi has also forged a marketing relationship with Foursquare,” Bonin Bough, director of social and emerging media for PepsiCo May 27, 2010 © Scenario Consulting Private Limited 81
  82. 82. Tip # 9 Build your mobile touch points into mainstream ads and marketing communication
  83. 83. Case – Fastrack* * Former Blogworks client May 27, 2010 © Scenario Consulting Private Limited 83
  84. 84. It‟s worked for marketers social touch points on the web. 5/27/2010 © Scenario Consulting Private Limited 84
  85. 85. Tip #10 Think engagement, not promotions
  86. 86. To sum it up
  87. 87. Think engagement, not short promotions Social media is not about buzz alone Offer content that matters, build conversations around it Find your evangelists Marry the web and mobile Build your social touch points into mainstream ads and marketing Give a call for action Bite sized works Accompany your customers Communities belong to users 5/27/2010 © Scenario Consulting Private Limited 87
  88. 88. Let’s connect: rajesh.lalwani@blogworks.in +919810640163 May 27, 2010 © Scenario Consulting Private Limited 88
  89. 89. Thank You

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