BRANDINGCASE STUDY ONLINE BRANDING A CASE STUDY -Media Mosaic (MM)
All marketers some day will have to face their TRUTH.It comes as a three moment collage. -MMs Brand Mantra
Why must you Brand? Three reasons why you want your business to be a Brand are related to the three MOTs ( moments of truth)….zero, first and second. Branding is the ONLY STRATEGY which helps you win these three moments over from the competitive forces. ... 1. It Differentiates You@ ZMOT* 2. It Leads to a Higher Conversion Rate hence more Revenue @ FMOT 3. It Increases Customers’ Lifetime Value as well as referrals @ SMOT* Read more about Zero Moment of Truth ZMOT at http://www.zeromomentoftruth.com/
OverviewOnce updated about MOTs, marketers often ask us how to achieveOnline Branding for small and medium size businesses . They also,almost end up asking : if Branding would help their Search and SocialCampaigns or vice versa.Before we show them the co-relation graph ( on the next page)we tellthem you can achieve Online Branding by-1. Creating and sustaining a consistent positioning on Social Media Space .2. Dominating the Search Rankings for relevant Keywords
SOCIAL – SEARCH CORRELATIONGoogle Ranking Co-relates -0.2 -0.1 0 0.1 0.2 0.3 0.4 Facebook Shares Facebook Total Facebook Comments Facebook Likes Tweets Number of Backlinks % Backlinks with keyword Image Count Keyword in URL Keyword in Title Keyword in H1 Title Length Position of keyword in Title Word Count Spearman Correlation
"It is only shallow people who do not judge by appearances." Oscar Wilde
THE CLIENT ( case study subjectbefore he found MM)
BACKGROUNDBusiness Name: ConfidentialLocation: MalaysiaIndustry: TelecomServices: International Roaming to travellers from -AustraliaSingaporeMalaysiaUSAUKCanadaFeatures: Affordable International Roaming- coverage in over 200countries
CHALLENGEThis Roaming Telephony Company came to Media Mosaic in start of 2012When the company contacted Media Mosaic, they were confused abouttheir objectives. They had very general questions and goals to beachieved. Their simple aim was to improve their brand visibility amongsttheir Target Audience. They also wanted to increase their search rankingsand facebook likes, event signups, twitter followers, a mention in techmagazines and also yes…..the revenues…..Phew!!!!
Engineers are reallygood at branding things. If we had named Kentucky FriedChicken, it would be Hot Dead Birds. – Vint Cerf
How MM strategized for Brand?1. PositioningSince they were a low cost service provider we decided to position themaround their savings idea for travelers.We came up with the creative brief of: Convert Mobile Phone into atravelers’ check.2. Brand ExecutionThe execution strategy for this positioning was done using both social media aswell as search marketing.
In preparing for battle I havealways found that plans areuseless, but planning isindispensable.– Dwight D. Eisenhower
SWOTMedia Mosaic started with a SWOT Analysis to lay down the first stepsin planning. STRENGHTS WEEKNESS - Works with an overseas SIM to allow - No presence on Search Engines you to make or receive unlimited Rankings. roaming calls. - Purchase a SIM of local country. - It works on normal GSM - Need phone line from your home for networks, so you can roam without call forwarding facility. trouble. - Its technology is compatible with any Mobile handset OPPORTUNITIES THREATS - Mobile Marketing - Competition targeting Mobile - Positioning marketing in their local areas. - Promoting client’s business with - Competition rankings for branded advanced promotional strategies keywords in Search Engine. (Brand management/SEO/SMO) - Roaming marketing changes fast and - Create more engagement for furious so keeping the stakeholders conversion. updated on the impending changes.
MM BRAND PROCESSCreate Improve Make GetAwareness Traffic Engagement Results
AWARENESSTo create Awareness for this company, Media Mosaic did an aggressive RichText Social Media Campaign around their positioning via:• Infographics• Videos• White Papers• Press ReleasesMedia Mosaic managed their SocialPlatforms like-• Facebook• Twitter• YouTube• LinkedIn• Google +• And other Channels
TRAFFICAwareness in Social Platforms resulted in Organic & Referral Traffic forthem.Media Mosaic further topped it up with Search Rankings in bothGoogle.com and Google.MyFew of the Keywords Media mosaic worked on are-• International Roaming• Roaming• Unlimited Roaming• Roaming Malaysia• Global Roaming• Mobile Roaming Free• Roaming Mobile• Cellular Roaming• International Sim
ENGAGEMENTAdditional traffic was engaged byproactive attendance, runningpolls and inviting blogparticipation. Media Mosaictopped it further by reducing theWebsite Bounce Rate.Media Mosaic management ofthe Social Platforms helped inincreasing the FriendRequests, Likes, Retweets, StarReviews etc.Additionally, Media Mosaiccurated loads of related contentto deepen the brandengagement message.
Some people make thingshappen, some people watchthings happen, and some askwhat happened.– Casey Stengel
Is Social Media Traceable?We tracked the progress via Microsoft tool Brandify amongst othertracking parameters ( elucidated in next few pages).Brandify is a web tool in beta that gives a business owner a score/rankingof their online business presence.Their objectives is as below -Where your business’ overall reputation stands online by way of asingle, overall score, using a number scale very similar to your FICO creditscore.The specific categories in which your business’ reputation is strong (andwhere it’s not), along with specific insights on your local competition.
WIN @ZMOTTraffic Increased further to 350% within 8 months
0 1 2 4 5 6 3 US number roaming mobile calls worldwide roaming sim roaming malaysia best roaming sim card rooaming best roaming sim telstra mobile contact free mobile roaming… roaming sim card cheapest roaming charges sim card roaming roaming mobile phone save on roaming roam numbers intl roamingworldwide roaming service call mobile calling usa from malaysia call overseas for free RANKING TRACKER free service Avg. position On Google what is roaming call what is mobile roaming call malaysia for freehow to call singapore from… roaming flexi international cell phone roaming cheap calls to indonesia reapfield singapore how to divert landline to… international roaming… roaming charge
WIN@ ZMOT 62690 UsersEngaged on the Social posts in 3 months
ENGAGEMENT(CONT) @ZMOT 8321 Users saw the Page Post In news Feed in 3 months
Brand Conversion@ SMOT11.3% Increase in Sign ups on thewebsite within 3 months
WIN @ SMOT15.2% increase is users whoactually made the purchase
You guys at Media Mosaic are artists. You havenot only given me perspective on how topresent my business to my clients but alsohelped me to become an online brand in mydomain . My sales and smiles are zooming.I am no longer roaming. I am fixed on you
A lady, sitting next to RaymondLoewy at dinner, struck up aconversation.Why, she asked did you puttwo Xs in Exxon?Why ask? he askedBecause, she said, I couldnthelp noticing?Well, he responded, thats theanswer.- Alan Fletcher, The Art Of Looking Sideways
If you need help, with your Online Campaign orOffline Smiles contact us at- Sarika Goel Business Manager Media Mosaic www(.)media-mosaic(.)com Email- sarika(at)mosaic-service.com