Transcript of "MSLGROUP India Social Hive Credentials 2013"
Who we are…
We are digital, public relations,advertising professionals in thebusiness of storytellingSTORIESWe createWe tellWe shareSocial HiveDigital practice of MSLGROUP.World‟s 3rd largest communications andengagement network.Part of the Publicis Groupe
We believe that…Brand stories should be driven by purpose, told withconsistency over time across media, pan audiencesPeople are hungry for stories. It‟s part of ourvery being. Storytelling is a form of history, ofimmortality too. It goes from one generation toanother~ LOUIS "STUDS“ TERKEL, author, historian, actor,and broadcaster.Winner of the Pulitzer Prize, 1985
How we tell the storyStrategic frameworksService offerings
Social Heartbeat frameworkHelps brands design powerful purpose-inspired platforms and programs to inspire,organize and energize people around a shared purposeShared purpose orSocial Heartbeat toINSPIRE people1BenefitPurposeLong-term online-offline platform toORGANIZE people2Paid mediaOwned mediaEarned mediaA series of short-termprograms toENERGIZE people3ConsumerJourneyPurposeBenefit
Storytelling frameworkThree types of stories told in sequenceWhy (PURPOSE), What (CHANGE) and How (QUEST).What? The CHANGEWhat needs to change?What does change meanfor individuals,stakeholders,communities?21Why? The PURPOSEWho are we and what isour purpose, our reasonfor being?What is our sharedpurpose, or SocialHeartbeat, that caninspire all ourstakeholders?3How? The QUESTWhat happens when wetry to catalyze positivechange?What if the only waywe can win is byhelping all ourstakeholders win?
Content framework for storytellingThree types of content created for each story: Long form tent pole properties, Short-form content pegs, and Ongoing conversationsTent pole propertiesCreate long-form tentpole properties likereports or films tocatalyze the Socialecosystem1ConversationsCreate ongoingconversations aroundthe tent pole propertiesand the content pegs3Content pegsCreate short-formcontent pegs like blogposts and video clipsto highlight differentaspects of the tentpole property2
PurPle: Purpose + PeopleProprietary offering to help organizations rethink purpose and participation to inspire,organize and energize their stakeholders
Service offeringsSeven broad categoriesrepresent the areas ofexpertiseRESEARCHANDINSIGHTSDIGITALDESIGN ANDBUILDSOCIAL MEDIAMARKETINGCONTENTCREATIONPROPRIETARYPLATFORMSSOCIALBUSINESSMEDIAPLANNINGAND BUYING
• Social listening and monitoringthrough use of specialized tools• Category analysis and regularreporting• Social analytics• InsightsRESEARCHANDINSIGHTSDIGITALDESIGN ANDBUILDSOCIAL MEDIAMARKETINGCONTENTCREATIONPROPRIETARYPLATFORMSSOCIALBUSINESSMEDIAPLANNINGAND BUYING
• Facebook apps• Mobile apps• Social APIs• Websites• Microsites• Banner AdsRESEARCHANDINSIGHTSDIGITALDESIGN ANDBUILDSOCIAL MEDIAMARKETINGCONTENTCREATIONPROPRIETARYPLATFORMSSOCIALBUSINESSMEDIAPLANNINGAND BUYING
• Target orienteddigital mediaplans for specificaudiences• Buying media andrelease of the ads• Monitoringperformance ofthe ads as pertargets• FB Ads• Portal AdsRESEARCHANDINSIGHTSDIGITALDESIGN ANDBUILDSOCIAL MEDIAMARKETINGCONTENTCREATIONPROPRIETARYPLATFORMSSOCIALBUSINESSMEDIAPLANNINGAND BUYING
• Social CRM• Social commerce• Social enterpriseRESEARCHANDINSIGHTSDIGITALDESIGN ANDBUILDSOCIAL MEDIAMARKETINGCONTENTCREATIONPROPRIETARYPLATFORMSSOCIALBUSINESSMEDIAPLANNINGAND BUYING
• People‟s Lab• Social Hive IndexRESEARCHANDINSIGHTSDIGITALDESIGN ANDBUILDSOCIAL MEDIAMARKETINGCONTENTCREATIONPROPRIETARYPLATFORMSSOCIALBUSINESSMEDIAPLANNINGAND BUYING
Success storiesWinner Best Social CRM 2012eBay IndiaBronze Stevie WinnerMarketing – Consumer Services 2012eBay IndiaBronze Stevie WinnerSocial Media Focused Campaign 2012eBay IndiaTwo Years – Four International AwardsBronze Stevie WinnerSocial Media Focused Campaign 2012Sony Mobile
Australian High Commission Oz FestWith the objective of building acceptance for Australia as a people friendly,culturally rich nation, an engaging storyline was developed around „Oz Fest‟ – a fourmonth festival steeped in arts, music, culture, cuisine and people. This resulted inan engaged community and enthusiastic evangelism for Aussie culture in India.Execution• Integrated campiaign: Digital + PR• Showcased all the nationwide events, generating highlevels of engagement and user generated content• Set-up and managed all digital and social assets includingwebsite, WAP site, FB apps• Promoted registrations for participative activationsthrough FB Tabs• Generated high levels of engagement and participationthrough contests and media-rich content• Support provided through focused digital media planningand ad buysResults• Increased awareness for Oz Fest and Australian culture• Over 52000 unique visits and counting.for the website• Over 15 million impressions generated through OnlineMedia Buys• A highly engaged 61k+ FB community and 545 followerson Twitter with steady growth
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 including India,saw great success.Execution• Multiphase campaign driving rewards at the end of eachphase (each phase had a set of “tasks”)• Phases tested knowledge (Quiz), innovativeness ofparticipants 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, influenceroutreach, website maintenanceResults• “Taiwan Excellence” The SmarTEST! 2012 campaignawareness increased by 25% in India• 10,000 plus registrations in ten days• More than doubled FB fans – from 14k to 67k, with goodengagement levels• 10 million+ impressions within the first 3 months of managingthe Facebook page• Added 2,000+ fans weekly with over 10,000 stories createdaround posts weekly• The viral effect of more than 25 plus videos brought morethan 187000 views
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 waterExecutionPhase I• Created a Facebook Application where userscould share their pledge to save water• Created a series of short films with Think Blueambassador, Neil Nitin Mukesh to call the usersto take part• Used regular content to highlight the contestand to get users to participatePhase II• 7 best entries selected and got users to vote forthese entries. Winner was featured on ZEEResults• 2600 pledges from the fan base• Gained 32,000 fans (Organic) over 1.5 months• Added 20% more subscribers to the VWYoutube channel
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
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
eBay IndiaThe ongoing story of eBay is about the best deals on the largest variety of productsin the most secure environment. A consistent narrative for eBay was created at atime when the ecommerce environment was not mature. eBay India today hascreated an engaged community of more than 2 million fans on Facebook, using aseries of applications, contests and a water tight social CRM process.
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 twitterExecution• Created a hashtag for the occassion ofRaksha Bandhan #tag “SiblingDhishoom”• The hashtag was quirky, fun whichconnected well with the audiences• Engaged existing followers and thetwitteratiResults• Trended at No. 1 in India• Trended in all 6 Metros ; No.1 in 3 of 6Metros• Made Top 30 Global Trends• Received mentions from over 10 brandslikes Star Plus, PETA , London Olympics• 1,500+ tweets generated 595,974impressions, reaching an audience of389,844 followers• Generated conversation, tweets and RTsfrom twitter Influencers
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 to redesign,reuse and recycle gadgets to make them go green.
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 usinginnovative, fun #tags in line with thecampaign: #TGIQuiz, #TheGreatestIndians,TGIQuotes, TGITriviaResults• Increased the number of followers overthree-fold and encouraged voting for thenominees• @History_India was included in top trends 5times during this period• Drove traffic to the website• Increased awareness for the overall campaign
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 daysExecution• Engaged with followers and created a buzz aroundthe Queen‟s Diamond Jubilee celebrations• Live tweeted the three main events of the Queen‟sDiamond Jubilee Celebrations viz. The ThamesJubilee Pageant, The Concert and the Services ofThanksgiving using interesting hashtags(#Lndncalling , #jubileeconcert)• Used royal and artist trivia and built upon peoplesinterest in the royalty• Engaged in conversations with people at the eventsand re-tweeted updates and picturesResults• Increased awareness about the Campaign• Trended without any contests or giveaways• Reached an audience of 3lacs within a span of 48hours
• Engage meaningfully: We help you find the brand purpose andstick with it• Celebrate language: We help you understand how a brand canimpact popular culture through language. We help you create aconsistent narrative that can be told over time• Dissolve boundaries: We help you explore the benefits ofoptimum media utilizing it to the best possible yield
Listening/Monitoring, Social IntelligenceWe use A C Nielsen’s MyBuzzMetrics
Misinformation Correct Corporate or brandwebsite Plan for crisisscenarios Problem Solve Support forum Identify root cause Enquiry Answer Support forum orCRM tool Identify root cause Passing remark Let it be Suggestion Thank Ideation platform Implement change Kudos Thank Fan community Create ambassadorsEffective participation in conversations1. CLASSIFYCONVERSATIONS-ive+ive2. RESPOND TOCONVERSATIONS3. LINK TO SOCIALPLATFORM4. LINK TO BUSINESSPROCESS
Effective handling of commentsSource: US Air Force, modified by Altimeter GroupCan you addvalue?Evaluatethe purposeRespond inkind andshareThank thepersonUnhappycustomer?Dedicatedcomplainer?Comedianwant-to-be?NegativePositiveYes NoDo youwant torespond?NoResponseNoYesTake reasonableaction to fix issueand let customerknow action takenAre thefactscorrect?Gently correct thefactsNoNoNoYesAre thefactscorrect?Does customerneed/deserve moreinfo?YesExplain what isbeing done tocorrect the issueYesIs theproblembeing fixed?YesLet post stand andmonitorNoYesNoYesYesAssess themessage
Crowdsourcing and insightsWe use our proprietary tool People’s Lab
People’s Lab: Crowdsourcing Insights &InnovationPeople‟s Lab is our proprietary platform and approach that helps organizationscrowdsource insights and innovation
People’s Lab insights and foresights approachThe People‟s Lab crowdsourcing platform also enables our distinctive approach fordistilling insights and foresight from conversations and communitiesOrganic conversationanalysisTo identify themesfrom social webconversations1MSLGROUP’s owninsight communitiesTo track importanttrends over time2 3Custom insightcommunitiesTo create insights tosolve a specificproblem4Deep dive ethnographicresearchTo tie together insightsvia immersion intocommunities