As Supporting Partner for TiE-Delhi's event India Internet Day, BoringBrands.com was given the mandate to make the event a success on Twitter. Here's the strategy we adopted, and the response.

1. Getting the India Internet Day to Trendon Twitter
#iDay
Social Media Case Study

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About the Client
TiEcon-Delhi is one of Asia's
largest entrepreneurship-
focused ongoing conferences,
and arguably the most
influential of its kind. With
an objective to envision and
explore trends and shifts in
the hottest areas of the
entrepreneurial ecosystem,
TiEcon-Delhi exposes those
attending to remarkable
individuals and their path-
breaking experiences in their
respective domains.

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About the Event
The India Internet Day is an
annual event organized by
TiE-Delhi. It brings together
Entrepreneurs, Activists,
Investors, Enthusiasts, and
everyone else connected to
the Internet under one roof.
Attended by guests from
overseas, the India Internet
Day is an indispensable day
of networking, learning, and
vision.

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Role Played byBoringBrands.com
As Supporting Partner for the
event, BoringBrands.com was
entrusted with the social
media properties of TiE-Delhi
to ensure that #iDay was a
success.
In effect, we had to replicate
the highly-charged event
atmosphere online.

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Strategy Adopted
To come up with a focused Social Media Strategy, we
ran a quick analysis on the expected audience at the
event. We found that the average audience is:
• Highly intelligent
• Tech-savvy
• On-the-move
• Conversational
• Opinionated
The only platform that could do justice to such a
demanding profile is – Twitter!

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Phase 1: Warming Up
This started 3-4 days prior to
the event, wherein we started
talking about the speakers,
sessions, and other highlights
of the event. Because people
were already keeping a tab on
the #iDay hashtag, this started
generating interest.

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Phase 1: Warming Up
And of course, a note of thanks
to the sponsors and partners.

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Phase 1: Warming Up
Meanwhile, we were whetting the appetite on Facebook
as well.

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Phase 2: The ‘Little’Push
Minutes before the event
was to start, we tweeted
live images of the event.
We also retweeted images
of speakers on their way.
This helped build a sense
of urgency and kick-
started the tweet-storm
that was about to come!

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Phase 3: Getting the ConversationsGoing
During the event, we
made sure to keep the
conversations going by
posting relevant
retweets, tweets, and
replies. We didn’t shy
away from a bit of
humor, as well!

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Result: #iDay was Trending for 6 hours!
Due to the sheer volume of
tweets generated, #iDay was
trending in Delhi for more than
six hours!
A memorable day, indeed. :-)

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#iDayTwitter Impact for @TiEDelhi
#iDay was not just a
memorable event, it also
provided huge visibility for
our partner TiE-Delhi.
Here’s a quick look at the
numbers.
Top Tweet – 2076
impressions

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Top mention – 183
engagements
Top media tweet –
2257 impressions

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The #iDay Experience
All in all, #iDay 2015 was
a memorable event where
people taught new things,
learned new things,
networked, and had a very
good time.
It’s amazing what a little
bit of strategy can do!

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19. www.BoringBrands.com