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Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
Content Strategy for a Youth Magazine on Mobile
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Content Strategy for a Youth Magazine on Mobile

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This is a persona based content strategy which was made after a month of deep dive research into the target audience's facebook lives and content preferences.

This is a persona based content strategy which was made after a month of deep dive research into the target audience's facebook lives and content preferences.

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  • 1. © Blyk Friday, December 07, 20121 Blyk Blyk content & interaction Content strategy based on identified personas for launch
  • 2. © Blyk Friday, December 07, 20122 Blyk Blyk Media User Experience ^ Editorial program, managed by Blyk • It is an interesting mix of ads, content and Blyk house messages, including education to keep the user engaged • Based on global, proven framework, but tailored to Indian youth ^ Interactive & Reactive • Blyk is interactive and reacts to your responses. So you have a voice and can influence the media program. • It is free to interact ^ Profiled & Targeted • User gets more messages about the stuff they like. Editorial Mix by Blyk Interactiv e & Reactive Profiled & Targeted
  • 3. © Blyk Friday, December 07, 20123 Blyk ^ PERSONAS – OUR TARGET AUDIENCE Getting to know how characteristics of our target audience fit into real people.
  • 4. © Blyk Friday, December 07, 20124 Blyk AbilashNathani Delhi | 16yrs | Male | 10th Class | St. Marks Public School Abhilash – the person •Rides a bike – listens to music while on the bike •Plays all kinds of sports / pool •Watches cricket / snooker •Listens to trance and bollywood experimental •Plans to become a chartered accountant Abhilash – family background •Dad business man / Mom housewife •Brother abroad studying •Very close to his mom Abhilash – in school •Has a core group •Is not a leader, but a thought leader where he’s respected for his views on gadgets/bikes/cars etc. He’s asked for help in notes etc. Abhilash – financial situation •Family fairly well-off •He gets an allowance as well as hits his mom for an extra now and then •His mobile recharge is part of his pocket money
  • 5. © Blyk Friday, December 07, 20125 Blyk Priyanka Mohan Lucknow | Female | 20yrs | 2nd year | IT college Priyanka– the person •Slightly double personality. One person in front of parents, another outside •Reads, listens to rock and soft romantic music •Watches movies with her friends •Studies but can’t pay too much attention Priyanka– the family background •One of three children. Two elder brothers •Lives a protective life •Has to be very traditional at home but is really funky outside Priyanka– the family background •One of three children. Two elder brothers •Lives a protective life •Has to be very traditional at home but is really funky outside Priyanka– Finances •Family doesn’t have loose purse strings but the situation is comfortable. She doesn’t want for anything unless it is super expensive •Pays her recharge amount from her own allowance
  • 6. © Blyk Friday, December 07, 20126 Blyk Tony Joseph Bangalore | Male | 24 yrs | Wipro Infotech Tony – the person •Flashy personality - flirty •Stays alone so has bachelorly habbits •Likes to cook and make cocktails for guests. Is houseproud. Tony – family background •South Indian christian living in Bangalore •Has a younger sister ready to be married in a couple of years •Disciplined upbringing •Does not have a girlfriend yet, nor is planning to have one until he makes something of himself. Tony – at work •Newly corporate •Is seen moving in the right circles •Does all the right things •Likes to socialize with his office colleagues as well as his friends Tony – Finances •Earns his own money •Does not need to send money home although he saves because he knows he will have to contribute towards his sisters marriage •Likes to spend on gadgets, clothes and his new car •Pays his own bill, but is not so price sensitive
  • 7. © Blyk Friday, December 07, 20127 Blyk Bike Trance Bollywood experimental Gadgets Pool/ Snooker Heavy metal Gossip Fashion Soft romantic music PJs Trivia Cars Rock Jokes CelebritiesCricket
  • 8. © Blyk Friday, December 07, 20128 Blyk ^ BLYK CONTENT PLAN What we will send. When. To whom.
  • 9. © Blyk Friday, December 07, 20129 Blyk Introduction: Blyk Engagement categories Jokes/PJs/Quo tes/Trivia Blyk asks Celebrities Fashion GadgetsSports Should Dhoni be allowed to play in the semi-finals? ^ Y/N Blyk asks: What kind of TV shows would you like to get updates on? 1)Family dramas 2)Reality shows 3)Music videos 4)Soaps ^1/2/3/4 Here’s what’s happening in your town. 1) Biryani& Beer 2) Mafia Night 3) Live classic rock 4) 3 new movies What do you want to do this weekend? ^1/2/3/4 TV & film For the weekend Salman Khan To Judge Zara Nachle? Tech Support:: "What type of computer do you have?" Customer:: "A white one."
  • 10. © Blyk Friday, December 07, 201210 Blyk Mon 4 week rolling engagement calendar Tue Wed Thu Fri Sat Sun For the weekend Hot or not? Opt - Fashion Tuesday teaser Monday PJ Gadgets Opt - Sports Blyk asks: results Hot or not? Blyk asks: results For the weekend •Ensuring continuous engagement, whatever the interests are. Most active days Wed-Sat most busy. Films TV Gossip For the weekend For the weekend Contest Monday Joke Monday Trivia Monday PJ Download Education Download Education Opt - Books Opt - Gadgets Opt - Fashion Opt - Sports Opt - Movies Opt - Gadgets Surprise content Blyk asks Blyk asks Trivia Contest results Contest reminder Blyk Delights! Contest reminder Contest Contest results
  • 11. © Blyk Friday, December 07, 201211 Blyk Mon Tue Wed Thu Fri Sat Sun For the weekend Hot or not? Opt - Fashion Tuesday teaser Monday PJ Gadgets Opt - Sports Blyk asks: results Hot or not? Blyk asks: results For the weekend Films TV Gossip For the weekend For the weekend Contest Monday Joke Monday Trivia Monday PJ Download Education Download Education Opt - Books Opt - Gadgets Opt - Fashion Opt - Sports Opt - Movies Opt - Gadgets Surprise content Blyk asks Blyk asks Trivia Contest results Contest reminder Blyk Delights! Contest reminder Contest Contest results These are broadcasts that don’t need an answer. Monday PJ/Joke will go out at 9 AM on Monday mornings. It can be followed by a ‘Hot wallpaper’ depending on availability. On Thursdays there will be question for the people to answer. It can be ‘Hot or not?’ or it can be a profiling question. The result for this will be broadcasted on Saturday! On Thursdays there will be question for the people to answer. It can be ‘Hot or not?’ or it can be a profiling question. The result for this will be broadcasted on Saturday!
  • 12. © Blyk Friday, December 07, 201212 Blyk Mon Tue Wed Thu Fri Sat Sun For the weekend Hot or not? Opt - Fashion Tuesday teaser Monday PJ Gadgets Opt - Sports Blyk asks: results Hot or not? Blyk asks: results For the weekend Films TV Gossip For the weekend For the weekend Contest Monday Joke Monday Trivia Monday PJ Download Education Download Education Opt - Books Opt - Gadgets Opt - Fashion Opt - Sports Opt - Movies Opt - Gadgets Surprise content Blyk asks Blyk asks Trivia Contest results Contest reminder Blyk Delights! Contest reminder Contest Contest results Gossip, gadgets and trivia are again broadcasts that don’t require a response and are sent out on Tuesdays. These may be one or multiple messages. Fridays are preparation for the weekend. These questions will be segmented by location. Events, movies, gigs, booking information etc will be segmented city wise…
  • 13. © Blyk Friday, December 07, 201213 Blyk Mon 4 week rolling engagement calendar Tue Wed Thu Fri Sat Sun For the weekend Hot or not? Opt - Fashion Tuesday teaser Monday PJ Gadgets Opt - Sports Blyk asks: results Hot or not? Blyk asks: results For the weekend •Ensuring continuous engagement, whatever the interests are. Most active days Wed-Sat most busy. Films TV Gossip For the weekend For the weekend Contest Monday Joke Monday Trivia Monday PJ Download Education Download Education Opt - Books Opt - Gadgets Opt - Fashion Opt - Sports Opt - Movies Opt - Gadgets Surprise content Blyk asks Blyk asks Trivia Contest results Contest reminder Blyk Delights! Contest reminder Contest Contest results Wednesday is the start of the user’s interaction with Blyk. A sports and/or fashion update. The subject is gender segmented. But we do not assume. We ask. We serve both if that is what the user wants. That is a part of the Blyk experience. Profiling is interspersed with ‘Hot or not?’ – already a successful Blyk offering and a concept popular with the youth across the world. The results are delivered in interesting ways on Saturday. Surprise content: Ringtone, songs. Downloads, games, giveaways etc
  • 14. © Blyk Friday, December 07, 201214 Blyk Mon Tue Wed Thu Fri Sat Sun For the weekend Hot or not? Opt - Fashion Tuesday teaser Monday PJ Gadgets Opt - Sports Blyk asks: results Hot or not? Blyk asks: results For the weekend Films TV Gossip For the weekend For the weekend Contest Monday Joke Monday Trivia Monday PJ Download Education Download Education Opt - Books Opt - Gadgets Opt - Fashion Opt - Sports Opt - Movies Opt - Gadgets Surprise content Blyk asks Blyk asks Trivia Contest results Contest reminder Blyk Delights! Contest reminder Contest Contest results Contests will engage the users on a more sustained level. We’ll run a contest twice a month ranging from: Your favorite joke to funniest video etc. The contest will be announced on the first Tuesday of the month. Reminders will be sent every Tuesday and the last Tuesday will be for results. The delights program gives Blyk benefits to its chosen members. i.e. party passes etc.
  • 15. © Blyk Friday, December 07, 201215 Blyk ^ SEGMENTATION – A BLYK ADVANTAGE Segmentation of audience leads to personalization and relevancy of content and therefore increases satisfaction
  • 16. © Blyk Friday, December 07, 201216 Blyk Segementation – By region Event update Weekend tip Movie bookingCelebrities Local gossipContent downloads
  • 17. © Blyk Friday, December 07, 201217 Blyk Segmentation – By gender • What are you in the mood for today? 1) Sports or 2)Fashion ^1/2 To all • Feminine, flirty, fluffy ruffles. (1 In or (2 Out? ^1/2 Fashion • Match schedule for India tour of Zimbabwe 2010. Catch it live on ESPN! Sports
  • 18. © Blyk Friday, December 07, 201218 Blyk Special offer........ Bring a chit on exam day, scratch and show it to your nearest teacher and win free trip to Principal's office and enjoy 3 years vacation at home. Hurry offer valid until exams only.... For 10th Board exams - 9 AM IST May 15 For 12th Board exams - 9 AM IST May 17 For 1st year exams - 9 AM IST May 30 For 2nd year exams - 9 AM IST May 30 Segmentation – By age
  • 19. © Blyk Friday, December 07, 201219 Blyk ^ BLYK CONTENT SURPRISE STRATEGY Surprises to keep the expectation fresh…
  • 20. © Blyk Friday, December 07, 201220 Blyk 90% familiar + 10% new The strategy is to build expectations of a certain type of a content schedule for members. But let them expect the surprises as well. The idea is to delight them as well as meet expectations.
  • 21. © Blyk Friday, December 07, 201221 Blyk Blyk Delights
  • 22. © Blyk Friday, December 07, 201222 Blyk Type of deal tie-ups ^ Special gifting ideas for the young set under X Rs. ^ Aggregation of free offers ^ Cool gadgets at unbelievable prices ^ Fashion items on sale online
  • 23. © Blyk Friday, December 07, 201223 Blyk Types of content surprises Music: Ringtones for upcoming releases / newly launched albums Full length songs Music videos Delights (e.g. Join gift): Gift vouchers for youth brands Free coffees at coffee shops Passes to music concerts movie tickets etc.
  • 24. © Blyk Friday, December 07, 201224 Blyk Crowd sourcing of content ^ Submit a joke contest – winner’s joke gets published on Mondays with a byline ^ Send /upload weird pictures taken with your mobile. The best weird picture gets featured and announced. ^ Fashion Faux-pas – A contest which runs one Wednesday a month. People who send the worst faux pas, win gift vouchers to fashion brands
  • 25. © Blyk Friday, December 07, 201225 Blyk Content guidelines ^ 1. Religion – Complete NoNo ^ 2. Politics - This is delicate topic and on a general rule we should try not to have politics as one of the advertisers. ^ 3. Substances like alcohol and tobacco – Tobacco NoNo. Alcohol only for over 18 and not to encourage alcohol products but branding – Yes. ^ 4. Adult content – Will not broadcast adult content ^ 5. Violence – Complete NoNO!
  • 26. © Blyk Friday, December 07, 201226 Blyk ^ BLYK CONTENT PARTNERS Content sources. Tie-ups etc..
  • 27. © Blyk Friday, December 07, 201227 Blyk Events Deals Misc
  • 28. © Blyk Friday, December 07, 201228 Blyk Music Magazine content ShibaniKashyap DJ Blaque Stiff kittens – the medicine show
  • 29. © Blyk Friday, December 07, 201229 Blyk ^ LEVERAGING SOCIAL MEDIA The facebook test bed
  • 30. © Blyk Friday, December 07, 201230 Blyk The Blyk TG on facebook…a glimpse into their lives
  • 31. © Blyk Friday, December 07, 201231 Blyk What engages them today?
  • 32. © Blyk Friday, December 07, 201232 Blyk Dipstick surveys…
  • 33. © Blyk Friday, December 07, 201233 Blyk Feedback on actual content
  • 34. © Blyk Friday, December 07, 201234 Blyk And the strategy evolves…

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