The FB ‘groups’ right now are a bad example. The users are dead members. The groups have no consistent activity/content centre. So users rarely return to them. The numbers swell because of user inertia – they simply forget about the group and never “unlike” – unless the group spams them too much.
Social Marketing on Mobile
Social Marketingnot about the emotion of statistics, but thestatistics of emotions.
The ConnectValue Ladder Traditional Media Display and ClickTo See: “That‟s a Girl”To Identify: “That‟s Sheetal. I saw her yesterday”To Shake Hands: “ Hi Sheetal. I saw you yesterday at the Bus Stop!”To Have a Conversation: “I am Shahrukh, I used to take the bus too. You…?”To Sustain a Conversation: “I‟ll take this bus every Friday for a movie. Wanna join? ” Web & Apps on PC Web & Apps on Mobile…there are degrees to a relationship, Engagement Modelswith people, as with brands.long friendships are valued most
To Connect orTo be the Connect Media Delivery Social BroadcastBrand 2 Person: In Private. In PublicPerson 2 Person: In Private. In Public Social Recommendation Social ViralB2P is where the brand initiates a conversationP2P is where the brand becomes the conversation
So why engage?-See , Identify Strike a Conversation-Shake Hands Sustain a Conversation Display / Interact Community ModelsPredatorial SustainableAdvertising Engagement…because to engage is to own a part of theconversation river where all creatures come everyday
? Mobile Social ? Lower Reach Higher Reach Formal usage Intimate Usage Lower Frequency Higher Frequency Migrating “Meal-ing” Snacking UsersLower variety users Greater variety of users Lower Ad Response Higher Ad ResponseTough Integrate-ability Easy Integrate-abilitywith other mediums with any medium Where people go, brands must follow
FB CommunityMarketing Model Member API Paid Ads ? Shares Integration Brand User Posts Likes User Brand Members Brand Activity PageBrand Presence. Brand announcement.A pass-through zone populated by Predatorial ads.
Twitter MarketingModel Paid Member API ? Tweets Retweets Integration User Brand Retweet Lists User Brand Followers Brand Tweets PageA broadcast mechanism that seeks to capture atrend window.
Strengths &Weaknesses Free High Most Active brand Low app, group, Tools Base activity spam or life bot High All time format Users Not Open to Mobile Passive spent New People, Participation support activity Absent is greater Good Low Warehouse Free Page No High Not mobile Churn customization Inactive enabled for rich possibilities Members UGCSocial Web creators, but not mobile prepared.
The Marketers’Holy Grail…If markets are conversations, selling is no way to talk.Selling is a by-product of a conversation.If the social is a man‟s house, Mobile social is his drawingroom.You can‟t sell a product in a man‟s drawing room.That‟s where you make friends.SOLUTION? Creating Surrogate Virtual properties
Surrogate Virtual Property? Brand‟s Strategic Attributes A brand cannot run a Newspaper, TV or Radio Active Mobile Brand UGC tools beyond on Marketing budgets. Social Space Surrogate text, picture But New Media has low capital barriers with high acquisition cost and drop- out rate. Subscription- broadcast toolsFocus on quality content, service, activity ensures low dropout
De- commodification Users • Users Banner inventory is a • Brand commodity on mobile. (Not yet on FB & • UGC Twitter social) UGC • Brand Excess is not valued by Admin • UGC brands. Even lesser by Curated • Brand users. Seamless integration with social experienceCommodification of inventory is commodification of brand & of user
BrandSettlements I want I want aMobile Social Properties to stage to performare cities with people lookfocused on one or more I want Brand- App- I want to listen oldactivities friends New friends Brand I want Brand Group-Do not drive your Bus TV- new Talent Trailers friendsthrough it.Create a gang, a club, a colony, a settlement.
Social Programming Media The Social Mobile space is deceptively Social Customised fragmented and platform Campaign specific. Interpretation A story well said on Facebook is not read on Pinterest and turns into a quotation on twitter.Admin programmed campaign cycles converting social network tosocial media experience
Stages of SocialProgramming Viral is grossly Don‟t wait for over-estimated, the user to Tactical under-used and come to the completely shop. Let the Brand misunderstood as shop go to the campaigns self-driven user.Social programming is strategic and incorporates multipletactical campaigns, bringing down Cost/Acquisition
The Viral & TheBrand Brand Story"To give a text anAuthor" and assign a Epicsingle, correspondinginterpretation to it isto impose a limit on User Brand Interpolathat text.” – Roland tionsBartheAllowing users to participate in the Brandformation
Measurement Matrices Views, Clicks Does more visitsNo common Mean betterMeasuring tool Members relationship?Across mobileplatforms? Subscriber How can oneShould two s User measure sentiment?campaignsBe measured by Likes,the Shares,Same matrix? Activity Participat ion This is Social. How do you measure a relationship?
Value Pyramid of Social Measures Subscribe Time spent/ User UGC Participation Passive Participation Churn Activity Viral Views Active members/ Comment, Share Subscribers Like Ad Response Intention Ad View<Target Ad ViewEach Campaign should create its own combination matrix, unique to platform,space, objective
Case StudiesNokia Mobile Antakshari:Game Show 1st time onMobileObjective: Core proposition of Nokia Asha phones –that of music and entertainment for everybody.Objective was to create a social engagementproposition in line with the same.Solution: RockeTalk partnered with Nokia andMaxus, to launch Nokia Mobile Antakshari, allowingusers from anywhere in India to participatesimultaneously on their mobile phones.Won a silver at the Smarties MMA awards 2012Sustained Vital Connect…
Case StudiesNokia Mobile Antakshari User Journey Users were reached by inbox broadcasts and multimedia banners Users joined the Nokia Mobile Antakshari community and played X open rounds and one Gala Final Round Users had to listen to tracks, music and guess movie names, songs. Campaign Results Users were given alphabets and had to record and sing in Total Users who played: 313750 Users who played All Questions: 103020 Audio Entries: 122581 6 finalists to needed to finally compete in the final round Users who shared questions: 62887 Views of audio entries: 12 m + Each question and interaction referred back to the 40-lakh views songs with Nokia200Sustained Vital Connect.
Case StudiesChannel V Wake-athonObjective: Channel V‟s exhausted(Channel V is analogous to MTV in thesubcontinent) was a reality game show thatrequired 8 finalists to stay awake for morethan 48 hours, doing impossible tasks. AndChannel V wanted a different mobilemedia campaign.Solution: RockeTalk replicated the sameon its social mobile environment, using aprogram called Wake-a-thon, where usersparticipated & sent audio/video entries ofthe tasks they were asked to perform.It was like replicating the TV show, onlythis time at a larger scale and on mobile.
Case StudiesNokia Channel MeObjective: To create a viral of conversations around Nokia Channel Me& cricket and stimulate sharing and viewing of the videos created byusers. A minimum of 2,500 UGC videos as per Nokia Channel Merequirement.Solution: A mobile version of the Nokia Channel Me was created onRockeTalk as a community and promoted via home screen tickers,display banners, multimedia inbox broadcasts.Users joined the community and posted videos based around the IPLtheme. Discussions/talk shows were held around the theme and morethan 7K UGC videos were uploaded on the Nokia Channel Me website!4 winners declared, 1 each from Chennai, Calcutta, Delhi & Mumbaibased on their participation & got to party with the IPL stars.1st Nokia presence on Social Mobile
Case StudiesNokia Channel Me23 mins spent per user in each game-play
Case StudiesNokia Channel MeVideos produced and posted on the Nokia Web property were largelypowered by RockeTalk
Case StudiesFanta Orangy Masti Objective Fanta wanted user to associate the „Uchhal Uchhal Jaye‟ ad track with the attributes of springy, bouncy masti associated during the Holi festival.
Case StudiesRockeTalk PRBT for YouTube Objective YouTube had launched a „special song‟, a kind of unofficial anthem to cheer for the Indian Squad to Olympics 2012 and wanted to distribute this anthem through social engagement. Solution Mobile innovation – the PRBT or the Profile Ring Back Tone - for the social distribution of this anthem. the PRBT (Profile Ring Back Tone) sits on the user‟s social profile page and plays every time a visitor or friend visits it.The innovation is a first of its kind done by a brand inthe mobile social space.
Case StudiesRockeTalk PRBT for YouTube User Journey • The user journey was kept simple without taking away its social dimension. • Users were invited to take a pledge with YouTube, supporting the Indian Olympics team and urged to set the YouTube special song as their Profile Tone in support of the Olympics spirit. • Users simply had to click on an invite banner or an invite message in their inbox and the inspirational tone was automatically set as their profile tone on their social profile page. Unique users who set • The moment anyone visited the profile, the YouTube track played on its own as the Profile YouTube PRBT: 1,34,430 Tone. YouTube PRBT „listens‟: 28,13,581Won a silver and a bronze at theSmarties MMA awards 2012
…the team that designedthe campaigns mentionedPublishers: RockeTalkPooja Daswani, Campaign Manager: firstname.lastname@example.orgArvind Joshi, Creative Head: email@example.comSameer Agarwal, CMO: firstname.lastname@example.orgAgencies:Nokia Antakshari, Nokia Channel Me, YouTube PRBT – Maxus (GroupM)Fanta Orangy Masti – Reprise Media