This is a persona based content strategy which was made after a month of deep dive research into the target audience's facebook lives and content preferences.

1. © Blyk Friday, December 07, 20121 Blyk
Blyk content & interaction
Content strategy based
on identified personas for
launch

2. © Blyk Friday, December 07, 20122 Blyk
Blyk Media User Experience
^ Editorial program, managed by Blyk
• It is an interesting mix of ads,
content and Blyk house messages,
including education to keep the user
engaged
• Based on global, proven framework,
but tailored to Indian youth
^ Interactive & Reactive
• Blyk is interactive and reacts to
your responses. So you have a voice
and can influence the media program.
• It is free to interact
^ Profiled & Targeted
• User gets more messages about the
stuff they like.
Editorial
Mix
by Blyk
Interactiv
e &
Reactive
Profiled &
Targeted

3. © Blyk Friday, December 07, 20123 Blyk
^ PERSONAS – OUR TARGET AUDIENCE
Getting to know how characteristics of our target audience fit into real people.

4. © Blyk Friday, December 07, 20124 Blyk
AbilashNathani
Delhi | 16yrs | Male | 10th Class | St. Marks Public School
Abhilash – the person
•Rides a bike – listens to music while on the bike
•Plays all kinds of sports / pool
•Watches cricket / snooker
•Listens to trance and bollywood experimental
•Plans to become a chartered accountant
Abhilash – family background
•Dad business man / Mom housewife
•Brother abroad studying
•Very close to his mom
Abhilash – in school
•Has a core group
•Is not a leader, but a thought leader where he’s respected for his
views on gadgets/bikes/cars etc. He’s asked for help in notes etc.
Abhilash – financial situation
•Family fairly well-off
•He gets an allowance as well as hits his mom for an extra now and
then
•His mobile recharge is part of his pocket money

5. © Blyk Friday, December 07, 20125 Blyk
Priyanka Mohan
Lucknow | Female | 20yrs | 2nd year | IT college
Priyanka– the person
•Slightly double personality. One person in front of parents,
another outside
•Reads, listens to rock and soft romantic music
•Watches movies with her friends
•Studies but can’t pay too much attention
Priyanka– the family background
•One of three children. Two elder brothers
•Lives a protective life
•Has to be very traditional at home but is really funky outside
Priyanka– the family background
•One of three children. Two elder brothers
•Lives a protective life
•Has to be very traditional at home but is really funky outside
Priyanka– Finances
•Family doesn’t have loose purse strings but the situation is
comfortable. She doesn’t want for anything unless it is super
expensive
•Pays her recharge amount from her own allowance

6. © Blyk Friday, December 07, 20126 Blyk
Tony Joseph
Bangalore | Male | 24 yrs | Wipro Infotech
Tony – the person
•Flashy personality - flirty
•Stays alone so has bachelorly habbits
•Likes to cook and make cocktails for guests. Is houseproud.
Tony – family background
•South Indian christian living in Bangalore
•Has a younger sister ready to be married in a couple of years
•Disciplined upbringing
•Does not have a girlfriend yet, nor is planning to have one until he
makes something of himself.
Tony – at work
•Newly corporate
•Is seen moving in the right circles
•Does all the right things
•Likes to socialize with his office colleagues as well as his friends
Tony – Finances
•Earns his own money
•Does not need to send money home although he saves because
he knows he will have to contribute towards his sisters marriage
•Likes to spend on gadgets, clothes and his new car
•Pays his own bill, but is not so price sensitive

7. © Blyk Friday, December 07, 20127 Blyk
Bike
Trance
Bollywood experimental
Gadgets
Pool/ Snooker
Heavy metal
Gossip
Fashion
Soft romantic music
PJs
Trivia
Cars
Rock
Jokes
CelebritiesCricket

8. © Blyk Friday, December 07, 20128 Blyk
^ BLYK CONTENT PLAN
What we will send. When. To whom.

9. © Blyk Friday, December 07, 20129 Blyk
Introduction: Blyk Engagement categories
Jokes/PJs/Quo
tes/Trivia Blyk asks
Celebrities Fashion GadgetsSports
Should Dhoni be
allowed to play in the
semi-finals? ^ Y/N
Blyk asks: What kind
of TV shows would
you like to get
updates on?
1)Family dramas
2)Reality shows
3)Music videos
4)Soaps ^1/2/3/4
Here’s what’s
happening in your
town. 1) Biryani&
Beer 2) Mafia Night
3) Live classic rock
4) 3 new movies
What do you want to
do this weekend?
^1/2/3/4
TV & film
For the
weekend
Salman Khan To
Judge Zara Nachle?
Tech Support::
"What type of
computer do you
have?"
Customer:: "A
white one."

10. © Blyk Friday, December 07, 201210 Blyk
Mon
4 week rolling engagement calendar
Tue Wed Thu Fri Sat Sun
For the
weekend
Hot or
not?
Opt - Fashion
Tuesday
teaser
Monday PJ
Gadgets
Opt - Sports
Blyk asks:
results
Hot or
not? Blyk asks:
results
For the
weekend
•Ensuring continuous engagement, whatever the interests are. Most active days Wed-Sat most
busy.
Films
TV
Gossip
For the
weekend
For the
weekend
Contest
Monday
Joke
Monday
Trivia
Monday PJ
Download
Education
Download
Education
Opt - Books
Opt - Gadgets
Opt - Fashion
Opt - Sports
Opt - Movies
Opt - Gadgets
Surprise
content
Blyk asks
Blyk asks
Trivia
Contest
results
Contest
reminder
Blyk
Delights!
Contest
reminder
Contest
Contest
results

11. © Blyk Friday, December 07, 201211 Blyk
Mon Tue Wed Thu Fri Sat Sun
For the
weekend
Hot or
not?
Opt - Fashion
Tuesday
teaser
Monday PJ
Gadgets
Opt - Sports
Blyk asks:
results
Hot or
not? Blyk asks:
results
For the
weekend
Films
TV
Gossip
For the
weekend
For the
weekend
Contest
Monday
Joke
Monday
Trivia
Monday PJ
Download
Education
Download
Education
Opt - Books
Opt - Gadgets
Opt - Fashion
Opt - Sports
Opt - Movies
Opt - Gadgets
Surprise
content
Blyk asks
Blyk asks
Trivia
Contest
results
Contest
reminder
Blyk
Delights!
Contest
reminder
Contest
Contest
results
These are broadcasts that don’t need an answer.
Monday PJ/Joke will go out at 9 AM on Monday
mornings. It can be followed by a ‘Hot wallpaper’
depending on availability.
On Thursdays there will be question for the people to
answer. It can be ‘Hot or not?’ or it can be a profiling
question. The result for this will be broadcasted on
Saturday!
On Thursdays there will be question for the people to
answer. It can be ‘Hot or not?’ or it can be a profiling
question. The result for this will be broadcasted on
Saturday!

12. © Blyk Friday, December 07, 201212 Blyk
Mon Tue Wed Thu Fri Sat Sun
For the
weekend
Hot or
not?
Opt - Fashion
Tuesday
teaser
Monday PJ
Gadgets
Opt - Sports
Blyk asks:
results
Hot or
not? Blyk asks:
results
For the
weekend
Films
TV
Gossip
For the
weekend
For the
weekend
Contest
Monday
Joke
Monday
Trivia
Monday PJ
Download
Education
Download
Education
Opt - Books
Opt - Gadgets
Opt - Fashion
Opt - Sports
Opt - Movies
Opt - Gadgets
Surprise
content
Blyk asks
Blyk asks
Trivia
Contest
results
Contest
reminder
Blyk
Delights!
Contest
reminder
Contest
Contest
results
Gossip, gadgets and trivia are again broadcasts that
don’t require a response and are sent out on
Tuesdays. These may be one or multiple messages.
Fridays are preparation for the weekend. These
questions will be segmented by location. Events,
movies, gigs, booking information etc will be
segmented city wise…

13. © Blyk Friday, December 07, 201213 Blyk
Mon
4 week rolling engagement calendar
Tue Wed Thu Fri Sat Sun
For the
weekend
Hot or
not?
Opt - Fashion
Tuesday
teaser
Monday PJ
Gadgets
Opt - Sports
Blyk asks:
results
Hot or
not? Blyk asks:
results
For the
weekend
•Ensuring continuous engagement, whatever the interests are. Most active days Wed-Sat most
busy.
Films
TV
Gossip
For the
weekend
For the
weekend
Contest
Monday
Joke
Monday
Trivia
Monday PJ
Download
Education
Download
Education
Opt - Books
Opt - Gadgets
Opt - Fashion
Opt - Sports
Opt - Movies
Opt - Gadgets
Surprise
content
Blyk asks
Blyk asks
Trivia
Contest
results
Contest
reminder
Blyk
Delights!
Contest
reminder
Contest
Contest
results
Wednesday is the start of the user’s interaction with
Blyk. A sports and/or fashion update. The subject is
gender segmented. But we do not assume. We ask.
We serve both if that is what the user wants. That is a
part of the Blyk experience.
Profiling is interspersed with ‘Hot or
not?’ – already a successful Blyk
offering and a concept popular with
the youth across the world.
The results are
delivered in interesting
ways on Saturday.
Surprise content:
Ringtone, songs.
Downloads, games,
giveaways etc

14. © Blyk Friday, December 07, 201214 Blyk
Mon Tue Wed Thu Fri Sat Sun
For the
weekend
Hot or
not?
Opt - Fashion
Tuesday
teaser
Monday PJ
Gadgets
Opt - Sports
Blyk asks:
results
Hot or
not? Blyk asks:
results
For the
weekend
Films
TV
Gossip
For the
weekend
For the
weekend
Contest
Monday
Joke
Monday
Trivia
Monday PJ
Download
Education
Download
Education
Opt - Books
Opt - Gadgets
Opt - Fashion
Opt - Sports
Opt - Movies
Opt - Gadgets
Surprise
content
Blyk asks
Blyk asks
Trivia
Contest
results
Contest
reminder
Blyk
Delights!
Contest
reminder
Contest
Contest
results
Contests will engage the users on a more sustained level. We’ll run a contest twice a month ranging from:
Your favorite joke to funniest video etc. The contest will be announced on the first Tuesday of the month.
Reminders will be sent every Tuesday and the last Tuesday will be for results.
The delights
program gives
Blyk benefits to
its chosen
members. i.e.
party passes
etc.

15. © Blyk Friday, December 07, 201215 Blyk
^ SEGMENTATION – A BLYK ADVANTAGE
Segmentation of audience leads to personalization and relevancy of content and therefore
increases satisfaction

16. © Blyk Friday, December 07, 201216 Blyk
Segementation – By region
Event update
Weekend tip
Movie bookingCelebrities
Local gossipContent downloads

17. © Blyk Friday, December 07, 201217 Blyk
Segmentation – By gender
• What are you in the
mood for today? 1)
Sports or 2)Fashion
^1/2
To all
• Feminine, flirty,
fluffy ruffles.
(1 In or (2 Out?
^1/2
Fashion
• Match schedule for India tour
of Zimbabwe 2010. Catch it
live on ESPN!
Sports

18. © Blyk Friday, December 07, 201218 Blyk
Special offer........ Bring a
chit on exam day,
scratch and show it to
your nearest teacher and
win free trip to Principal's
office and enjoy 3 years
vacation at home. Hurry
offer valid until exams
only....
For 10th Board exams - 9
AM IST May 15
For 12th Board exams - 9
AM IST May 17
For 1st year exams - 9
AM IST May 30
For 2nd year exams - 9
AM IST May 30
Segmentation – By age

19. © Blyk Friday, December 07, 201219 Blyk
^ BLYK CONTENT SURPRISE STRATEGY
Surprises to keep the expectation fresh…

20. © Blyk Friday, December 07, 201220 Blyk
90% familiar + 10% new
The strategy is to build expectations of a certain type of a content
schedule for members.
But let them expect the surprises as well. The idea is to delight them
as well as meet expectations.

21. © Blyk Friday, December 07, 201221 Blyk
Blyk Delights

22. © Blyk Friday, December 07, 201222 Blyk
Type of deal tie-ups
^ Special gifting ideas for the young set under X Rs.
^ Aggregation of free offers
^ Cool gadgets at unbelievable prices
^ Fashion items on sale online

23. © Blyk Friday, December 07, 201223 Blyk
Types of content surprises
Music:
Ringtones for upcoming releases / newly launched albums
Full length songs
Music videos
Delights (e.g. Join gift):
Gift vouchers for youth brands
Free coffees at coffee shops
Passes to music concerts
movie tickets etc.

24. © Blyk Friday, December 07, 201224 Blyk
Crowd sourcing of content
^ Submit a joke contest – winner’s joke gets
published on Mondays with a byline
^ Send /upload weird pictures taken with your
mobile. The best weird picture gets featured and
announced.
^ Fashion Faux-pas – A contest which runs one
Wednesday a month. People who send the worst
faux pas, win gift vouchers to fashion brands

25. © Blyk Friday, December 07, 201225 Blyk
Content guidelines
^ 1. Religion – Complete NoNo
^ 2. Politics - This is delicate topic and on a general rule we should try not to have
politics as one of the advertisers.
^ 3. Substances like alcohol and tobacco – Tobacco NoNo. Alcohol only for over
18 and not to encourage alcohol products but branding – Yes.
^ 4. Adult content – Will not broadcast adult content
^ 5. Violence – Complete NoNO!

26. © Blyk Friday, December 07, 201226 Blyk
^ BLYK CONTENT PARTNERS
Content sources. Tie-ups etc..

27. © Blyk Friday, December 07, 201227 Blyk
Events
Deals
Misc

28. © Blyk Friday, December 07, 201228 Blyk
Music
Magazine content
ShibaniKashyap DJ Blaque Stiff kittens – the medicine show

29. © Blyk Friday, December 07, 201229 Blyk
^ LEVERAGING SOCIAL MEDIA
The facebook test bed

30. © Blyk Friday, December 07, 201230 Blyk
The Blyk TG on facebook…a glimpse into their lives

31. © Blyk Friday, December 07, 201231 Blyk
What engages them today?

32. © Blyk Friday, December 07, 201232 Blyk
Dipstick surveys…

33. © Blyk Friday, December 07, 201233 Blyk
Feedback on actual content

34. © Blyk Friday, December 07, 201234 Blyk
And the strategy evolves…