An introduction to MSLGROUP India's social capabilities and credentials. For more, visit http://india.mslgroup.com

2. Who we are…

3. We are digital, public
relations, advertising
professionals in the business of
storytelling
We create
We tell
We share STORIES
Social Hive
Digital practice of MSLGROUP.
World‟s 3rd largest communications and
engagement network.
Part of the Publicis Groupe

4. We believe that…
Brand stories should be driven by purpose, told with
consistency over time across media, pan audiences
People are hungry for stories. It‟s part of our
very being. Storytelling is a form of history, of
immortality too. It goes from one generation to
another
~ LOUIS "STUDS“
TERKEL, author, historian, actor, and broadcaster.
Winner of the Pulitzer Prize, 1985

5. How we tell the story
Strategic frameworks
Service offerings

6. How we tell the story
Strategic frameworks

7. Social Heartbeat framework
Helps brands design powerful purpose-inspired platforms and programs to
inspire, organize and energize people around a shared purpose
1 2 3
Shared purpose or Long-term online- A series of short-term
Social Heartbeat to offline platform to programs to
INSPIRE people ORGANIZE people ENERGIZE people
Paid media
Purpose
Purpose
Earned media Consumer
Journey
Benefit Owned media Benefit

8. Storytelling framework
Three types of stories told in sequence
Why (PURPOSE), What (CHANGE) and How (QUEST).
1 2 3
Why? The PURPOSE What? The CHANGE How? The QUEST
Who are we and what is What needs to change? What happens when we
our purpose, our reason try to catalyze positive
for being? What does change mean change?
for
What is our shared individuals, stakeholder What if the only way
purpose, or Social s, communities? we can win is by
Heartbeat, that can helping all our
inspire all our stakeholders win?
stakeholders?

9. Content framework for storytelling
Three types of content created for each story: Long form tent pole properties, Short-
form content pegs, and Ongoing conversations
1 2 3
Tent pole properties Content pegs Conversations
Create long-form tent Create short-form Create ongoing
pole properties like content pegs like blog conversations around
reports or films to posts and video clips the tent pole properties
catalyze the Social to highlight different and the content pegs
ecosystem aspects of the tent
pole property

10. PurPle: Purpose + People
Proprietary offering to help organizations rethink purpose and participation to
inspire, organize and energize their stakeholders

11. How we tell the story
Service offerings

12. Service offerings
SOCIAL
BUSINESS
RESEARCH MEDIA
AND PLANNING
INSIGHTS AND BUYING
Seven broad categories
SOCIAL MEDIA
MARKETING
represent the areas of
expertise
DIGITAL PROPRIETARY
DESIGN AND PLATFORMS
BUILD
CONTENT
CREATION

13. SOCIAL
BUSINESS
RESEARCH MEDIA • Social listening and monitoring
AND PLANNING through use of specialized tools
INSIGHTS AND BUYING
• Category analysis and regular
reporting
SOCIAL MEDIA
MARKETING • Social analytics
• Insights
DIGITAL PROPRIETARY
DESIGN AND PLATFORMS
BUILD
CONTENT
CREATION

14. SOCIAL
BUSINESS
RESEARCH MEDIA
AND PLANNING
INSIGHTS AND BUYING
• Influencer marketing
SOCIAL MEDIA • Contests and activations
MARKETING
• Stakeholder outreach programs
DIGITAL PROPRIETARY
DESIGN AND PLATFORMS
BUILD
CONTENT
CREATION

15. SOCIAL
BUSINESS
RESEARCH MEDIA
AND PLANNING
INSIGHTS AND BUYING
• Branded content
SOCIAL MEDIA
MARKETING
• Conversation calendar
• Community engagement
DIGITAL PROPRIETARY
DESIGN AND PLATFORMS
BUILD
CONTENT
CREATION

16. SOCIAL
BUSINESS
• Facebook apps
RESEARCH MEDIA • Mobile apps
AND PLANNING
INSIGHTS AND BUYING • Social APIs
• Websites
SOCIAL MEDIA
MARKETING • Microsites
• Banner Ads
DIGITAL PROPRIETARY
DESIGN AND PLATFORMS
BUILD
CONTENT
CREATION

17. SOCIAL
BUSINESS
• Target oriented
digital media
RESEARCH MEDIA plans for specific
AND PLANNING audiences
INSIGHTS AND BUYING
• Buying media and
release of the ads
SOCIAL MEDIA
MARKETING • Monitoring
performance of
the ads as per
DIGITAL PROPRIETARY
targets
DESIGN AND PLATFORMS
BUILD • FB Ads
• Portal Ads
CONTENT
CREATION

18. SOCIAL
BUSINESS
RESEARCH MEDIA
AND PLANNING • Social CRM
INSIGHTS AND BUYING
• Social commerce
SOCIAL MEDIA
MARKETING
• Social enterprise
DIGITAL PROPRIETARY
DESIGN AND PLATFORMS
BUILD
CONTENT
CREATION

19. SOCIAL
BUSINESS
RESEARCH MEDIA
AND PLANNING
INSIGHTS AND BUYING
• People‟s Lab
SOCIAL MEDIA
MARKETING
• Social Hive Index
DIGITAL PROPRIETARY
DESIGN AND PLATFORMS
BUILD
CONTENT
CREATION

20. We tell stories for…

21. Brands we partner

22. Success stories
Two Years – Three International Awards
Bronze Stevie Winner Bronze Stevie Winner
Marketing – Consumer Services 2012 Social Media Focused Campaign 2012
eBay India eBay India
Winner Best Social CRM 2012
eBay India

23. The storytellers…

24. India team
parveez.modak@hanmermsl.com | +91 9892127389
Parveez Modak Narendra Nag Pankaj Desai
Co-Lead VP
narendra@2020social.com | +91 99536 92269
Co-Lead
Design and Dev/Build
pankaj.desai@hanmermsl.com | +91 9825020876
sohini.sengupta@hanmermsl.com | +91 9930952041
surya@2020social.com | +91 9910027241
joy.das@hanmermsl.com | +91 97681323243
Sohini Sengupta Suryasen Kundu Joy Das, AAD
AD AD Media Plg, Buying |
Mumbai Head Delhi Head Influencer Outreach
40+ professionals in Mumbai and Delhi | 20+ clients | Managing 5 million + people across communities

25. Some of the storytelling
we are doing…

26. Australian High Commission Oz Fest
With the objective of building acceptance for Australia as a people
friendly, culturally rich nation, an engaging storyline was developed around „Oz Fest‟
– a four month festival steeped in arts, music, culture, cuisine and people. This
resulted in an engaged community and enthusiastic evangelism for Aussie culture in
India.
Execution
• Integrated campiaign: Digital + PR
• Showcased all the nationwide events, generating high
levels of engagement and user generated content
• Set-up and managed all digital and social assets including
website, WAP site, FB apps
• Promoted registrations for participative activations
through FB Tabs
• Generated high levels of engagement and participation
through contests and media-rich content
• Support provided through focused digital media planning
and ad buys
Results
• Increased awareness for Oz Fest and Australian culture
• Over 52000 unique visits and counting.for the website
• Over 15 million impressions generated through Online
Media Buys
• A highly engaged 61k+ FB community and 545 followers
on Twitter with steady growth

27. TAITRA - International Trade Organization, Taiwan
Taitra‟s purpose is to make technological innovative easily accessible and affordable. The
storytelling focussed on this purpose and drove stake holder participation and engagement to
evangelize this proposition. This multi-country initiative across four countries including
India, saw great success.
Execution
• Multiphase campaign driving rewards at the end of each
phase (each phase had a set of “tasks”)
• Phases tested knowledge (Quiz), innovativeness of
participants 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, influencer outreach, website maintenance
Results
• “Taiwan Excellence” The SmarTEST! 2012 campaign
awareness increased by 25% in India
• 10,000 plus registrations in ten days
• More than doubled FB fans – from 14k to 67k, with good
engagement levels
• 10 million+ impressions within the first 3 months of managing
the Facebook page
• Added 2,000+ fans weekly with over 10,000 stories created
around posts weekly
• The viral effect of more than 25 plus videos brought more
than 187000 views

28. Volkswagen India – Every drop counts
Volkswagen has been narrating its story about responsible sustainability by
consistently showcasing its efforts through Think Blue. The “Every Drop
Counts” campaign was part of the story in which users could participate by
sharing their pledges/ ideas to save water
Execution
Phase I
• Created a Facebook Application where users
could share their pledge to save water
• Created a series of short films with Think Blue
ambassador, Neil Nitin Mukesh to call the users
to take part
• Used regular content to highlight the contest
and to get users to participate
Phase II
• 7 best entries selected and got users to vote for
these entries. Winner was featured on ZEE
Results
• 2600 pledges from the fan base
• Gained 32,000 fans (Organic) over 1.5 months
• Added 20% more subscribers to the VW
Youtube channel

29. Infosys BPO Community
Infosys invited global CXO-level, outsourcing professionals to participate and help co-
create a point of view on the outsourcing industry. By creating relevant industry related
stimuli (infographics, blog posts), Infosys encouraged the participants to contribute their
point-of-view on the subject. The engagement and co-created stories resulted in
strengthening the thought-leadership perception of Infosys

30. Sony Mobile: Xperia
Through a series of apps, contests and visual-rich content, Xperia consistently tells the story
of “style”, its social heart beat, to its young and energetic audiences. Xperia takes a stance
of community first enabling the community to become self sustaining by creating everyday
stories of “style” originating from the users themselves. This has resulted in an engaged
community of 2 million + fans on Facebook

31. Sony Mobile Case Study Video

32. eBay India
The ongoing story of eBay is about the best deals on the largest variety of products
in the most secure environment. A consistent narrative for eBay was created at a
time when the ecommerce environment was not mature. eBay India today has
created an engaged community of more than 2 million fans on Facebook, using a
series of applications, contests and a water tight social CRM process.

33. ebay India Case Study Video

34. eBay India. The Raksha Bandhan story
Sibling fights are fun. On the occasion of Raksha Bandhan, eBay invited people to
tell stories of their sibling fights. Through the #tag siblingdishoom, stories
trended on twitter
Execution
• Created a hashtag for the occassion of
Raksha Bandhan #tag “SiblingDhishoom”
• The hashtag was quirky, fun which
connected well with the audiences
• Engaged existing followers and the
twitterati
Results
• Trended at No. 1 in India
• Trended in all 6 Metros ; No.1 in 3 of 6
Metros
• Made Top 30 Global Trends
• Received mentions from over 10 brands
likes Star Plus, PETA , London Olympics
• 1,500+ tweets generated 595,974
impressions, reaching an audience of
389,844 followers
• Generated conversation, tweets and RTs
from twitter Influencers

35. Dell Go Green Challenge in India
Dell‟s narrative about its responsibility towards the environment through the
Go Green Challenge got high levels of engagement. In 2010, Dell created a
challenge for design students and others to share ideas on how to
redesign, reuse and recycle gadgets to make them go green.

36. History TV18: The Greatest Indian Show
The Greatest Indian Show told the story of the most prolific Indians to have made a
difference. The twitter program was instituted to galvanize viewers to choose their
favorite contenders and was a key part of this interactive audience driven show. The
Greatest Indian trended at #1, 5 times in a span of 5 weeks.
Execution
• Engaged followers and Twitter users using
innovative, fun #tags in line with the
campaign:
#TGIQuiz, #TheGreatestIndians, TGIQuotes, T
GITrivia
Results
• Increased the number of followers over
three-fold and encouraged voting for the
nominees
• @History_India was included in top trends 5
times during this period
• Drove traffic to the website
• Increased awareness for the overall campaign

37. BBC Entertainment India: Queen’s Diamond
Jubilee celebrations
Stories woven around British Royalty, trivia around London and the diamond jubilee
celebrations on twitter resulted in BBC Entertainment trending for over 2 days
Execution
• Engaged with followers and created a buzz around
the Queen‟s Diamond Jubilee celebrations
• Live tweeted the three main events of the Queen‟s
Diamond Jubilee Celebrations viz. The Thames
Jubilee Pageant, The Concert and the Services of
Thanksgiving using interesting hashtags
(#Lndncalling , #jubileeconcert)
• Used royal and artist trivia and built upon people's
interest in the royalty
• Engaged in conversations with people at the events
and re-tweeted updates and pictures
Results
• Increased awareness about the Campaign
• Trended without any contests or giveaways
• Reached an audience of 3lacs within a span of 48
hours

38. Measuring the impact of storytelling…

39. VERITE for measurement
V É R I T É
Voice Engagement Reputation Influence Target Evangelism
Alignment Involvement Positive Effectiveness Impact in Advocacy for
with the of relevant perceptions of brand‟s terms of the brands by
brand persona influencers for the brand owned media business relevant
and messages with the platforms objectives influencers
brand
Ratio of core, Comments, Ratio of Increase in Business Recognition,
peripheral links, likes, positive, followers, leads, store referrals,
and irrelevant shares, neutral and fans, opt-in walk-ins, recommend-
messages retweets, negative subscribers, event ations
mentions, stories registered attendance
embeds members

40. Summing up

41. • Engage meaningfully: We help you find the brand purpose and
stick with it
• Celebrate language: We help you understand how a brand can
impact popular culture through language. We help you create a
consistent narrative that can be told over time
• Dissolve boundaries: We help you explore the benefits of
optimum media utilizing it to the best possible yield

42. How can we help you?

43. Annexure

44. Listening/Monitoring, Social Intelligence
We use A C Nielsen’s MyBuzzMetrics

45. Effective participation in conversations
-ive
1. CLASSIFY 2. RESPOND TO 3. LINK TO SOCIAL 4. LINK TO BUSINESS
CONVERSATIONS CONVERSATIONS PLATFORM PROCESS
 Misinformation  Correct  Corporate or brand  Plan for crisis
website scenarios
 Problem  Solve  Support forum  Identify root cause
 Enquiry  Answer  Support forum or  Identify root cause
CRM tool
 Passing remark  Let it be
 Suggestion  Thank  Ideation platform  Implement change
+ive  Kudos  Thank  Fan community  Create ambassadors

46. Effective handling of comments
Take reasonable
action to fix issue
and let customer
know action taken
Positive Negative
Yes Yes
No Do you Does customer
Assess the Evaluate
want to need/deserve more
message the purpose
respond? info?
Yes Yes Are the No
No Unhappy Gently correct the
facts
Response customer? facts
correct?
No
Yes No Yes Are the No
Can you add Dedicated
facts
value? complainer?
correct?
No Yes
Respond in Is the Explain what is
Thank the Comedian Yes
kind and problem being done to
person want-to-be?
share being fixed? correct the issue
Yes No
Let post stand and
monitor
Source: US Air Force, modified by Altimeter Group

47. Crowdsourcing and insights
We use our proprietary tool People’s Lab

48. People’s Lab: Crowdsourcing Insights &
Innovation
People‟s Lab is our proprietary platform and approach that helps organizations
crowdsource insights and innovation

49. People’s Lab insights and foresights approach
The People‟s Lab crowdsourcing platform also enables our distinctive approach for
distilling insights and foresight from conversations and communities
1 2 3 4
Organic conversation MSLGROUP’s own Custom insight Deep dive ethnographic
analysis insight communities communities research
To identify themes To track important To create insights to To tie together insights
from social web trends over time solve a specific via immersion into
conversations problem communities

50. faqs…

51. faqs
01. We would like to develop a SOCIAL MEDIA program, but we‟re not sure
where to start
02. We‟ve been thinking about having some sort of THOUGHT LEADERSHIP
initiative, in the ONLINE MEDIUM
03. How can we entice more of our employees to be motivated? Do you have
any solutions for INTERNAL COMMS?
04. We need to make some waves this year on digital, how can we stand out
and do something VIRAL?

52. faqs
05. We need to GROW OUR OWN COMMUNITY to gain some INSIGHTS, we are
not sure if Facebook or LinkedIn can do that?
06. We have a EVENT coming up that needs to be promoted, how can we
promote it via DIGITAL?
07. We have a plan in place for responding to a CONSUMER CRISIS. Do you
have any tools to coordinate our responders? Additionally we would like
some in depth research on whether the customers now prefer our
competition. What can you do on this?
08. We just don‟t have the know how of how to get more fans and customers
to TALK POSITIVE about us.

53. End