This document summarizes key learnings from launching a classical music app in India. It provides 3 hits and 1 miss: 1) Use a gimmick like a live virtual concert on social media to drive initial visibility and app downloads. This helped the app gain 1,000 downloads during the concert and 5,000 in the next 48 hours. 2) Treat social media as a social network by leveraging "nanoinfluencers" through email, Facebook, and WhatsApp to source over 600 tracks totaling 6,000 minutes of content for zero royalty. 3) Properly structure the initial user experience by providing curated recommendations to hero content and mapping the in-app journey, as daily

1. 3 Small Things
2 Hits and 1 Miss
DMA Asia Breakfast Briefing
July 24, 2018
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2. Rohit Kaul
Branding, Marketing and Technology
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India’s only podcast focused on marketing and branding

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• India’s only subscription free app dedicated to classical music
• Launched on June 21st (World Music Day)
• 6000+ minutes of content with 100+ artists

5. 3 Key Takeaways
1. Use Gimmick to get instant visibility and spike
2. It is not Social Media, it is Social Network
3. No one has the time to go through your content
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6. 1. Use Gimmick to get instant visibility and spike (1/2)
• Question: How to give a strong initial push to app downloads (inexpensively)?
• Solution:
• India’s first live virtual Classical Music Concert (on FB Live and YT)
• Artists endorsed the app multiple times during the concert
Viewers: 21,000+ (all organic)
Engagement: ~10,000
Locations: Even outside India such as Bay Area, London and NYC
App downloads: 1000 during the concert and 5000 in the next 48 hours
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7. 1. Use Gimmick to get instant visibility and spike (2/2)
• Gimmick should be aligned with the brand story
• Vanity value
• Gimmick + Social Media == Organic visibility
• FB Live works better than YouTube live for webcasting
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8. 2. It is not Social Media, it is Social Network (1/2)
• Question: How to get enough content to get the app live (in a frugal manner)?
(Read Hygiene/Hub content)
• Solution:
• Look at the Social Media as a real-life Network
• Node—Small Hub—Large Hub
• ‘The Nanoinfluencers’ (Not on Social Media but in real life)
• Strong outreach using emailers, FB campaign and WhatsApp
• Sourced 600+ tracks with 6000+ mins of playing time (for zero royalty)
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9. 2. It is not Social Media, it is Social Network (2/2)
• Nanoinfluencers can give same reach as mega influencer (and more
authentically)
• Work better in an industry driven by passion
• The ‘strength’ of nanoinfluencer should not be judged by their
FB/Twitter followers
• No one is going to Facebook to share their life’s story with your brand
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10. 3. No one has the time to go through your content (1/2)
• Question (which we did not answer): How to ensure the user is
reaching the relevant content without any friction
• What we did (Rookie mistakes):
• Sliced the content in large groups
• Did not tag the content adequately (So search failed)
• Left the initial user experience unstructured
• Daily Active Users nose-dived in one week!
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11. 3. No one has the time to go through your content (2/2)
• Provide curated experience to the first set of users and guide them to
the Hero content
• Map user’s journey inside the app precisely
• Assume the worst – No one wants to use your app (even the people
who have downloaded)
• True North: Making the app part of daily habit for the users
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12. Thank You
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