Who we are…
We are digital, public             relations, advertising             professionals in the business of             storyte...
We believe that…     Brand stories should be driven by purpose, told with     consistency over time across media, pan audi...
How we tell the story   Strategic frameworks        Service offerings
How we tell the story   Strategic frameworks
Social Heartbeat frameworkHelps brands design powerful purpose-inspired platforms and programs toinspire, organize and ene...
Storytelling frameworkThree types of stories told in sequenceWhy (PURPOSE), What (CHANGE) and How (QUEST).           1    ...
Content framework for storytellingThree types of content created for each story: Long form tent pole properties, Short-for...
PurPle: Purpose + PeopleProprietary offering to help organizations rethink purpose and participation toinspire, organize a...
How we tell the story       Service offerings
Service offerings                  SOCIAL                 BUSINESS    RESEARCH                      MEDIA       AND       ...
SOCIAL              BUSINESS RESEARCH                      MEDIA      • Social listening and monitoring    AND            ...
SOCIAL              BUSINESS RESEARCH                      MEDIA    AND                      PLANNING INSIGHTS            ...
SOCIAL              BUSINESS RESEARCH                      MEDIA    AND                      PLANNING INSIGHTS            ...
SOCIAL              BUSINESS                                          • Facebook apps RESEARCH                      MEDIA ...
SOCIAL              BUSINESS                                          • Target oriented                                   ...
SOCIAL              BUSINESS RESEARCH                      MEDIA    AND                      PLANNING     • Social CRM INS...
SOCIAL              BUSINESS RESEARCH                      MEDIA    AND                      PLANNING INSIGHTS            ...
We tell stories for…
Brands we partner
Success stories                   Two Years – Three International Awards       Bronze Stevie Winner                       ...
The storytellers…
India team                                                             parveez.modak@hanmermsl.com | +91 9892127389  Parve...
Some of the storytelling         we are doing…
Australian High Commission Oz FestWith the objective of building acceptance for Australia as a peoplefriendly, culturally ...
TAITRA - International Trade Organization, TaiwanTaitra‟s purpose is to make technological innovative easily accessible an...
Volkswagen India – Every drop countsVolkswagen has been narrating its story about responsible sustainability byconsistentl...
Infosys BPO CommunityInfosys invited global CXO-level, outsourcing professionals to participate and help co-create a point...
Sony Mobile: XperiaThrough a series of apps, contests and visual-rich content, Xperia consistently tells the storyof “styl...
Sony Mobile Case Study Video
eBay India The ongoing story of eBay is about the best deals on the largest variety of products in the most secure environ...
ebay India Case Study Video
eBay India. The Raksha Bandhan storySibling fights are fun. On the occasion of Raksha Bandhan, eBay invited people totell ...
Dell Go Green Challenge                    in IndiaDell‟s narrative about its responsibility towards the environment throu...
History TV18: The Greatest Indian ShowThe Greatest Indian Show told the story of the most prolific Indians to have made ad...
BBC Entertainment India: Queen’s DiamondJubilee celebrationsStories woven around British Royalty, trivia around London and...
Measuring the impact of storytelling…
VERITE for measurement     V                  É             R                 I             T              É    Voice     ...
Summing up
• Engage meaningfully: We help you find the brand purpose and  stick with it• Celebrate language: We help you understand h...
How can we help you?
Annexure
Listening/Monitoring, Social Intelligence          We use A C Nielsen’s MyBuzzMetrics
Effective participation in conversations-ive        1. CLASSIFY       2. RESPOND TO    3. LINK TO SOCIAL      4. LINK TO B...
Effective handling of comments                                                                                            ...
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Introduction to MSLGROUP India Social

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An introduction to MSLGROUP India's social capabilities and credentials. For more, visit http://india.mslgroup.com

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  • Stakeholder Outreach: Taitra, Microsoft, HRJ, MonsantoInfluencer Marketing: WGC, Volkswagen, IIFA
  • Answer Key:Training ProgramsSocial Influencer Relationship Management and MultiloguerSocial Media GuidelinesROI Reporting – emphasis on conversation volume specific to TwitterTraining ProgramsSocial Media PlatformsCrisis PlatformsContent Factory
  • Answer Key:Training ProgramsSocial Influencer Relationship Management and MultiloguerSocial Media GuidelinesROI Reporting – emphasis on conversation volume specific to TwitterTraining ProgramsSocial Media PlatformsCrisis PlatformsContent Factory
  • Introduction to MSLGROUP India Social

    1. 1. Who we are…
    2. 2. We are digital, public relations, advertising professionals in the business of storytelling We create We tell We share STORIESSocial HiveDigital practice of MSLGROUP.World‟s 3rd largest communications andengagement network.Part of the Publicis Groupe
    3. 3. We believe that… Brand stories should be driven by purpose, told with consistency over time across media, pan audiences People are hungry for stories. It‟s part of our very being. Storytelling is a form of history, of immortality too. It goes from one generation to another ~ LOUIS "STUDS“ TERKEL, author, historian, actor, and broadcaster. Winner of the Pulitzer Prize, 1985
    4. 4. How we tell the story Strategic frameworks Service offerings
    5. 5. How we tell the story Strategic frameworks
    6. 6. Social Heartbeat frameworkHelps brands design powerful purpose-inspired platforms and programs toinspire, organize and energize people around a shared purpose 1 2 3 Shared purpose or Long-term online- A series of short-term Social Heartbeat to offline platform to programs to INSPIRE people ORGANIZE people ENERGIZE people Paid media Purpose Purpose Earned media Consumer Journey Benefit Owned media Benefit
    7. 7. Storytelling frameworkThree types of stories told in sequenceWhy (PURPOSE), What (CHANGE) and How (QUEST). 1 2 3 Why? The PURPOSE What? The CHANGE How? The QUESTWho are we and what is What needs to change? What happens when weour purpose, our reason try to catalyze positivefor being? What does change mean change? forWhat is our shared individuals, stakeholder What if the only waypurpose, or Social s, communities? we can win is byHeartbeat, that can helping all ourinspire all our stakeholders win?stakeholders?
    8. 8. Content framework for storytellingThree types of content created for each story: Long form tent pole properties, Short-form content pegs, and Ongoing conversations 1 2 3 Tent pole properties Content pegs Conversations Create long-form tent Create short-form Create ongoing pole properties like content pegs like blog conversations around reports or films to posts and video clips the tent pole properties catalyze the Social to highlight different and the content pegs ecosystem aspects of the tent pole property
    9. 9. PurPle: Purpose + PeopleProprietary offering to help organizations rethink purpose and participation toinspire, organize and energize their stakeholders
    10. 10. How we tell the story Service offerings
    11. 11. Service offerings SOCIAL BUSINESS RESEARCH MEDIA AND PLANNING INSIGHTS AND BUYING Seven broad categories SOCIAL MEDIA MARKETING represent the areas of expertise DIGITAL PROPRIETARY DESIGN AND PLATFORMS BUILD CONTENT CREATION
    12. 12. SOCIAL BUSINESS RESEARCH MEDIA • Social listening and monitoring AND PLANNING through use of specialized tools INSIGHTS AND BUYING • Category analysis and regular reporting SOCIAL MEDIA MARKETING • Social analytics • Insights DIGITAL PROPRIETARYDESIGN AND PLATFORMS BUILD CONTENT CREATION
    13. 13. SOCIAL BUSINESS RESEARCH MEDIA AND PLANNING INSIGHTS AND BUYING • Influencer marketing SOCIAL MEDIA • Contests and activations MARKETING • Stakeholder outreach programs DIGITAL PROPRIETARYDESIGN AND PLATFORMS BUILD CONTENT CREATION
    14. 14. SOCIAL BUSINESS RESEARCH MEDIA AND PLANNING INSIGHTS AND BUYING • Branded content SOCIAL MEDIA MARKETING • Conversation calendar • Community engagement DIGITAL PROPRIETARYDESIGN AND PLATFORMS BUILD CONTENT CREATION
    15. 15. SOCIAL BUSINESS • Facebook apps RESEARCH MEDIA • Mobile apps AND PLANNING INSIGHTS AND BUYING • Social APIs • Websites SOCIAL MEDIA MARKETING • Microsites • Banner Ads DIGITAL PROPRIETARYDESIGN AND PLATFORMS BUILD CONTENT CREATION
    16. 16. SOCIAL BUSINESS • Target oriented digital media RESEARCH MEDIA plans for specific AND PLANNING audiences INSIGHTS AND BUYING • Buying media and release of the ads SOCIAL MEDIA MARKETING • Monitoring performance of the ads as per DIGITAL PROPRIETARY targetsDESIGN AND PLATFORMS BUILD • FB Ads • Portal Ads CONTENT CREATION
    17. 17. SOCIAL BUSINESS RESEARCH MEDIA AND PLANNING • Social CRM INSIGHTS AND BUYING • Social commerce SOCIAL MEDIA MARKETING • Social enterprise DIGITAL PROPRIETARYDESIGN AND PLATFORMS BUILD CONTENT CREATION
    18. 18. SOCIAL BUSINESS RESEARCH MEDIA AND PLANNING INSIGHTS AND BUYING • People‟s Lab SOCIAL MEDIA MARKETING • Social Hive Index DIGITAL PROPRIETARYDESIGN AND PLATFORMS BUILD CONTENT CREATION
    19. 19. We tell stories for…
    20. 20. Brands we partner
    21. 21. Success stories Two Years – Three International Awards Bronze Stevie Winner Bronze Stevie Winner Marketing – Consumer Services 2012 Social Media Focused Campaign 2012 eBay India eBay India Winner Best Social CRM 2012 eBay India
    22. 22. The storytellers…
    23. 23. India team parveez.modak@hanmermsl.com | +91 9892127389 Parveez Modak Narendra Nag Pankaj Desai Co-Lead VP narendra@2020social.com | +91 99536 92269 Co-Lead Design and Dev/Build pankaj.desai@hanmermsl.com | +91 9825020876 sohini.sengupta@hanmermsl.com | +91 9930952041 surya@2020social.com | +91 9910027241 joy.das@hanmermsl.com | +91 97681323243 Sohini Sengupta Suryasen Kundu Joy Das, AAD AD AD Media Plg, Buying | Mumbai Head Delhi Head Influencer Outreach40+ professionals in Mumbai and Delhi | 20+ clients | Managing 5 million + people across communities
    24. 24. Some of the storytelling we are doing…
    25. 25. Australian High Commission Oz FestWith the objective of building acceptance for Australia as a peoplefriendly, culturally rich nation, an engaging storyline was developed around „Oz Fest‟– a four month festival steeped in arts, music, culture, cuisine and people. Thisresulted in an engaged community and enthusiastic evangelism for Aussie culture inIndia. Execution • Integrated campiaign: Digital + PR • Showcased all the nationwide events, generating high levels of engagement and user generated content • Set-up and managed all digital and social assets including website, WAP site, FB apps • Promoted registrations for participative activations through FB Tabs • Generated high levels of engagement and participation through contests and media-rich content • Support provided through focused digital media planning and ad buys Results • Increased awareness for Oz Fest and Australian culture • Over 52000 unique visits and counting.for the website • Over 15 million impressions generated through Online Media Buys • A highly engaged 61k+ FB community and 545 followers on Twitter with steady growth
    26. 26. TAITRA - International Trade Organization, TaiwanTaitra‟s purpose is to make technological innovative easily accessible and affordable. Thestorytelling focussed on this purpose and drove stake holder participation and engagement toevangelize this proposition. This multi-country initiative across four countries includingIndia, saw great success. Execution • Multiphase campaign driving rewards at the end of each phase (each phase had a set of “tasks”) • Phases tested knowledge (Quiz), innovativeness of participants with respect to Taiwan and Taiwanese brands • Participants contended for a grand total prize of US$100,000, premium Taiwan branded products, return trips to Taiwan • Integrated effort: Online quiz, offline mall activation, participant generated video content, digital media ad buys, PR, content and community management, influencer outreach, website maintenance Results • “Taiwan Excellence” The SmarTEST! 2012 campaign awareness increased by 25% in India • 10,000 plus registrations in ten days • More than doubled FB fans – from 14k to 67k, with good engagement levels • 10 million+ impressions within the first 3 months of managing the Facebook page • Added 2,000+ fans weekly with over 10,000 stories created around posts weekly • The viral effect of more than 25 plus videos brought more than 187000 views
    27. 27. Volkswagen India – Every drop countsVolkswagen has been narrating its story about responsible sustainability byconsistently showcasing its efforts through Think Blue. The “Every DropCounts” campaign was part of the story in which users could participate bysharing their pledges/ ideas to save water Execution Phase I • Created a Facebook Application where users could share their pledge to save water • Created a series of short films with Think Blue ambassador, Neil Nitin Mukesh to call the users to take part • Used regular content to highlight the contest and to get users to participate Phase II • 7 best entries selected and got users to vote for these entries. Winner was featured on ZEE Results • 2600 pledges from the fan base • Gained 32,000 fans (Organic) over 1.5 months • Added 20% more subscribers to the VW Youtube channel
    28. 28. Infosys BPO CommunityInfosys invited global CXO-level, outsourcing professionals to participate and help co-create a point of view on the outsourcing industry. By creating relevant industry relatedstimuli (infographics, blog posts), Infosys encouraged the participants to contribute theirpoint-of-view on the subject. The engagement and co-created stories resulted instrengthening the thought-leadership perception of Infosys
    29. 29. Sony Mobile: XperiaThrough a series of apps, contests and visual-rich content, Xperia consistently tells the storyof “style”, its social heart beat, to its young and energetic audiences. Xperia takes a stanceof community first enabling the community to become self sustaining by creating everydaystories of “style” originating from the users themselves. This has resulted in an engagedcommunity of 2 million + fans on Facebook
    30. 30. Sony Mobile Case Study Video
    31. 31. eBay India The ongoing story of eBay is about the best deals on the largest variety of products in the most secure environment. A consistent narrative for eBay was created at a time when the ecommerce environment was not mature. eBay India today has created an engaged community of more than 2 million fans on Facebook, using a series of applications, contests and a water tight social CRM process.
    32. 32. ebay India Case Study Video
    33. 33. eBay India. The Raksha Bandhan storySibling fights are fun. On the occasion of Raksha Bandhan, eBay invited people totell stories of their sibling fights. Through the #tag siblingdishoom, storiestrended on twitter Execution • Created a hashtag for the occassion of Raksha Bandhan #tag “SiblingDhishoom” • The hashtag was quirky, fun which connected well with the audiences • Engaged existing followers and the twitterati Results • Trended at No. 1 in India • Trended in all 6 Metros ; No.1 in 3 of 6 Metros • Made Top 30 Global Trends • Received mentions from over 10 brands likes Star Plus, PETA , London Olympics • 1,500+ tweets generated 595,974 impressions, reaching an audience of 389,844 followers • Generated conversation, tweets and RTs from twitter Influencers
    34. 34. Dell Go Green Challenge in IndiaDell‟s narrative about its responsibility towards the environment through theGo Green Challenge got high levels of engagement. In 2010, Dell created achallenge for design students and others to share ideas on how toredesign, reuse and recycle gadgets to make them go green.
    35. 35. History TV18: The Greatest Indian ShowThe Greatest Indian Show told the story of the most prolific Indians to have made adifference. The twitter program was instituted to galvanize viewers to choose theirfavorite contenders and was a key part of this interactive audience driven show. TheGreatest Indian trended at #1, 5 times in a span of 5 weeks. Execution • Engaged followers and Twitter users using innovative, fun #tags in line with the campaign: #TGIQuiz, #TheGreatestIndians, TGIQuotes, T GITrivia Results • Increased the number of followers over three-fold and encouraged voting for the nominees • @History_India was included in top trends 5 times during this period • Drove traffic to the website • Increased awareness for the overall campaign
    36. 36. BBC Entertainment India: Queen’s DiamondJubilee celebrationsStories woven around British Royalty, trivia around London and the diamond jubileecelebrations on twitter resulted in BBC Entertainment trending for over 2 days Execution • Engaged with followers and created a buzz around the Queen‟s Diamond Jubilee celebrations • Live tweeted the three main events of the Queen‟s Diamond Jubilee Celebrations viz. The Thames Jubilee Pageant, The Concert and the Services of Thanksgiving using interesting hashtags (#Lndncalling , #jubileeconcert) • Used royal and artist trivia and built upon peoples interest in the royalty • Engaged in conversations with people at the events and re-tweeted updates and pictures Results • Increased awareness about the Campaign • Trended without any contests or giveaways • Reached an audience of 3lacs within a span of 48 hours
    37. 37. Measuring the impact of storytelling…
    38. 38. VERITE for measurement V É R I T É Voice Engagement Reputation Influence Target Evangelism Alignment Involvement Positive Effectiveness Impact in Advocacy for with the of relevant perceptions of brand‟s terms of the brands by brand persona influencers for the brand owned media business relevant and messages with the platforms objectives influencers brand Ratio of core, Comments, Ratio of Increase in Business Recognition, peripheral links, likes, positive, followers, leads, store referrals, and irrelevant shares, neutral and fans, opt-in walk-ins, recommend- messages retweets, negative subscribers, event ations mentions, stories registered attendance embeds members
    39. 39. Summing up
    40. 40. • Engage meaningfully: We help you find the brand purpose and stick with it• Celebrate language: We help you understand how a brand can impact popular culture through language. We help you create a consistent narrative that can be told over time• Dissolve boundaries: We help you explore the benefits of optimum media utilizing it to the best possible yield
    41. 41. How can we help you?
    42. 42. Annexure
    43. 43. Listening/Monitoring, Social Intelligence We use A C Nielsen’s MyBuzzMetrics
    44. 44. Effective participation in conversations-ive 1. CLASSIFY 2. RESPOND TO 3. LINK TO SOCIAL 4. LINK TO BUSINESS CONVERSATIONS CONVERSATIONS PLATFORM PROCESS  Misinformation  Correct  Corporate or brand  Plan for crisis website scenarios  Problem  Solve  Support forum  Identify root cause  Enquiry  Answer  Support forum or  Identify root cause CRM tool  Passing remark  Let it be  Suggestion  Thank  Ideation platform  Implement change+ive  Kudos  Thank  Fan community  Create ambassadors
    45. 45. Effective handling of comments Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Do you Does customer Assess the Evaluate want to need/deserve more message the purpose respond? info? Yes Yes Are the No No Unhappy Gently correct the facts Response customer? facts correct? No Yes No Yes Are the No Can you add Dedicated facts value? complainer? correct? No Yes Respond in Is the Explain what is Thank the Comedian Yes kind and problem being done to person want-to-be? share being fixed? correct the issue Yes No Let post stand and monitorSource: US Air Force, modified by Altimeter Group
    46. 46. Crowdsourcing and insightsWe use our proprietary tool People’s Lab
    47. 47. People’s Lab: Crowdsourcing Insights &InnovationPeople‟s Lab is our proprietary platform and approach that helps organizationscrowdsource insights and innovation
    48. 48. People’s Lab insights and foresights approach The People‟s Lab crowdsourcing platform also enables our distinctive approach for distilling insights and foresight from conversations and communities 1 2 3 4Organic conversation MSLGROUP’s own Custom insight Deep dive ethnographicanalysis insight communities communities researchTo identify themes To track important To create insights to To tie together insightsfrom social web trends over time solve a specific via immersion intoconversations problem communities
    49. 49. faqs…
    50. 50. faqs01. We would like to develop a SOCIAL MEDIA program, but we‟re not sure where to start02. We‟ve been thinking about having some sort of THOUGHT LEADERSHIP initiative, in the ONLINE MEDIUM03. How can we entice more of our employees to be motivated? Do you have any solutions for INTERNAL COMMS?04. We need to make some waves this year on digital, how can we stand out and do something VIRAL?
    51. 51. faqs05. We need to GROW OUR OWN COMMUNITY to gain some INSIGHTS, we are not sure if Facebook or LinkedIn can do that?06. We have a EVENT coming up that needs to be promoted, how can we promote it via DIGITAL?07. We have a plan in place for responding to a CONSUMER CRISIS. Do you have any tools to coordinate our responders? Additionally we would like some in depth research on whether the customers now prefer our competition. What can you do on this?08. We just don‟t have the know how of how to get more fans and customers to TALK POSITIVE about us.
    52. 52. End
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