2. Table of Contents
SEO
• Traffic Report
• Link Summary
• Keywords
• Rankings
Search Marketing
• Campaign Objective
• Campaign Highlight: Search Network
• Innovation: Creating the perfect marketing blend across mediums
Social Media
• Campaign Objective
• Campaign Highlight: Social Media Optimization
• Innovation: Approaching the fans followers as a mentor and guide for
their investment needs.
4. Visits Per Month
Visits Per Month
120000
100000
80000
60000
Visits Per Month
40000
20000
0
Aug-10 Oct-11
61.71% increase in visits
per month
Visits Aug-10 Oct-11 More visits = More
Visits Per Month 62401 100911 conversions!
5. New Vs. Returning Visitors
120000
100000
80000
60000 Returning Visitors
New Visitors
40000
20000
0
Aug-10 Oct-11
Overall increase in visitor
loyalty, with nearly
Visitors Aug-10 Oct-11 double the amount of
New Visitors 35397 61630 new visitors.
Returning Visitors 27004 39281
7. Regional Visits
120000
100000
80000
60000 Visits from outside India
Visits from India
40000
20000
0
Aug-10 Oct-11
With the target
demographic being
Visitors Aug-10 Oct-11
people in India, SEO
Visits from India 55698 91854 increased visits from India
by 65%
Visits from outside India 6703 9057
8. Incoming Link Summary
DSPBlackRock
100000
90000
80000
70000
60000
50000
DSPBlackRock
40000
30000
20000
10000
0
Aug-10 Oct-11
Off-page link-building
activities resulted in a
substantial increase in
Inbound Links Aug-10 Oct-11 links from other websites
DSPBlackRock 337 90881
15. Campaign Objective
• Objective:
– To create top of mind brand awareness and recall
– To reach out to a large pool of potential target audience that can “invest in
mutual funds online” using existing ecommerce support
• Target Audience:
25yrs+ males and females
• Evaluation of the Campaign Period:
January 2011 to October 2011 performance
16. DSP BlackRock SEM Campaign Highlight
Cost per
43% Transaction
Number of 190%
online
Transactions
17. Thinking Innovatively
• In-depth research had shown that people find investing in mutual funds
intimidating because they do not understand the financial jargon.
• There are innumerable blogs and pieces of content on the web but studies
revealed that most of the TG would rather watch a video than read a blog.
• Thus we created educational videos for our YouTube brand channel and used
Search as a medium to drive traffic towards them.
• This was a unique way in which, both platforms were used effectively to get share
of voice for the brand and also position DSP BlackRock as a thought leader.
18. Search Ad on Google
Driving SEM traffic to
youtube brand channel
for keywords like
‘What is mutual fund ?’
20. Campaign Achievements
• Increased media spends by 3 times giving ROI
• 160% increase in conversion rate
• Overall increased the no of transactions of the website and consistently improving
the transaction amount as well
22. Campaign Objective
• Objective:
– To create top of mind brand awareness and recall
– To educate potential investors online and engage them regularly as a guide for
their financial investment needs.
• Target Audience:
25yrs+ males and females
• Evaluation of the Campaign Period:
January 2011 to October 2011 performance
23. Facebook Achievements
• Current Facebook fan page popularity 58,000 + fans and growing.
• Interactions on the fan page are on the rise with various types of content such as
videos, polls and educative sessions being conducted on the page.
• Through out the campaign we have created various apps and games that have been
used effectively to engage and educate the audience about DSP BlackRock, their
products and Mutual Fund investments in general.
• Cross linked all platforms such as YouTube, LinkedIn and Facebook to drive traffic
and create maximum visibility for DSP BlackRock on the social media spectrum.
• Maintained a fan base of followers above the age group of 25 to target a mature
audience who are keen on investments.
24. Facebook Campaign Highlight
Achievements for Facebook Fans
70,000
Month Fans
60,000
January 14,364
February 17,880 50,000
March 21,009 40,000
April 24,393
May 27,987 30,000
June 31,250 20,000
Fans
July 34,621
10,000
August 37,719
September 43,029 0
October 53,210
November till date 58,647
25. LinkedIn Achievements
• Our LinkedIn strategy consisted of two halves. Firstly to increase a follower base on
LinkedIn and secondly to get these people to recommend the various financial
products that DSP BlackRock offers.
• The follow ads on LinkedIn received a good response with a average CTR of 0.52
which is well above the industry CTR of 0.01.
• DSP BlackRock’s current company page strength stands at 34,000 + followers and
growing.
• Our exclusive deal with LinkedIn allows DSP BlackRock to post updates to their
followers. This has enabled DSP BlackRock to share NFOs, FMPs and various news
updates and videos with followers.
26. LinkedIn Campaign Highlight
• DSP BlackRock’s current company page strength stands at 34,000 +
followers and growing.
• Our exclusive deal with LinkedIn allows DSP BlackRock to post updates to
their followers.
Achievements for LinkedIn
Month Followers Count
June 5000
July 12000
August 15000
September 20000
October 33471
27. YouTube Achievements
• The total channel views as of today stand at 56,705 and the total upload views
counting at 34,696. Out of the total viewers, 85% of were above the age group of
25.
• The brand channel of DSP BlackRock received more than 113 subscriptions in a very
short span of time in spite of the fact that it is a financial brand channel.
• The highpoint of this strategy came when we outdid some of the top mutual fund
brand channels on YouTube.
• Added to that, the brand channel also helped DSP BlackRock interact and engage
with the audience in an innovative and distinct manner, making it one of the most
viewed financial brand channels in India, with a growing and dedicated viewership.
