Social Media Marketing Case Study: Neo Cricket

Social Media
Case Study
Campaign duration:
1st Sept. ‘09 to 31st March ‘10
consulting monitoring managing ORM marketing PR products audit

Campaign Objective
To Create Brand Leadership For Neo Cricket On Social Media
To engage and excite cricketing fanatics on social media
To build one to one relationship with the users
To create and build communityof Neo cricket fans

Status On 1st Sept. 2009
Zero Official Social Media Brand Presence
Zero conversations or interest around the brand
Negative PR via one group on Facebook ‘Neo Sports Sucks’
No significant user or fan driven community

Our Recommendations
Buzz creation prior to all cricketing series
Live Cricket Commentary on Twitter
Cricketing Updates via Contests, Polls, Trivia, News,etc.
Integration of Offline Contests (T.V.) + Online Participation on Facebook and twitter

Strong Social Media Presence

What we did on
Contests like Spot the Ball, Caption Contests, Predict and Win, etc. and polls run across the whole season
Regular Match Updates on the Fan Page
Cross marketing of other social networks
TV Channel integration- Contests were announced on the TV Shows and run on Facebook and Twitter

What they said on

What it showed on
Fans on Neo Cricket : 4500+
Total Page Views : 40,000+
Total Interactions : 10,000+

What we did on
Live Match Updates (Ball to ball)
TV Channel integration
Contests and polls run across the whole season
Cross marketing of other social networks

What they said on

What it showed on
@replies and RTs: 10,000+
Cumulative Reach: 10,00,000+ users
Following: 104
Followers: 2000+
Tweets: 7000+
Direct Messages: 86

What we did on
Meta Tagging all videos to enhance youtube and google SEO
Video Commenting on other channels and videos
Complete designing for the channel
Annotations on videos

What they said on

What it showed on
Channel Views: 2,500+
Total Upload Views: 15,000+
Subscribers: 75

What We Achieved?
First of its kind TV integrationovertaking the traditional medium of calling and emailing comments
Live updates on twitter became a huge hit, as people started following it for updates
Maximum interaction with fans on Twitter and Facebook through Contests, Trivia and Discussions
Massive reach on Twitter with cumulative reach and RT’s

And All that Jazz too…
Crossed 2000 followers on Twitter
Real Time commentary on Twitter during matches with over 100 @replies and RT’s during each match
Crossed 4500 fans on Facebook
Regular updates on Facebook during and after matches with an average of 30 comments per post
Over 15,000 views on Youtube

End Result
High engagement among social media addicts + Cricket fans
Neo Cricket brand connected well to great cricket coverage
Goodwill built through real-time responses for positive as well as negative feedback for the channel
Highly engaged community that looks up to Neo Cricket for cricketing views, scores and updates

Campaign Consultancy:
WATConsult.com
Contact:
Rajiv Dingra+91-9820761167
rajiv@watconsult.com
Twitter.com/watconsult
www.watconsult.com

Thank You

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Social Media Marketing Case Study: Neo Cricket

by WATConsult

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