Social media campaign (FRR Shares and Securities Limited)

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FRR Shares conducted a social media campaign from October 8th to November 16th 2012 to increase its presence and brand awareness on social media platforms like Facebook, Twitter, and Google+. The objectives were to promote its securities lending and borrowing offerings and engage audiences with daily market news and client testimonials in an entertaining way. The campaign reached 47,000 people on Facebook with some posts achieving a 29% virality rate. On Twitter, it generated 345 tweets with 18 retweets. Paid advertising increased impressions, reach, and social impressions over the 4 week period. The campaign helped portray FRR Shares' image and offerings differently than competitors.

Social Media Campaign

From October 8th to November 16th 2012

(The introduction of FRR Shares in social media)

2/21

ABOUT FRR SHARES
• FRR is a Financial Services Corporate engaged in
Foreign Exchange Money Changing, Stock Broking,
Inter Bank Foreign Exchange Broking, and Currency
derivatives.
• It has staff strength of approximately 326 (FRR Forex
203 & FRR Shares 123) highly experienced people
(as on June 2012).
• The operations are at 99 locations in India ( FRR
Forex 31 & FRR Shares 68 Owned/Authorized
Persons) as on June 2012.

FRR Shares & Securities Ltd, 103/C,
10th Floor, Mittal Towers,
Nariman Point, Mumbai 400021.
Tel-022-43344202
Website: www.frrshares.com

4/21

OFFICIAL LINKS
ww.facebook.com/frrshares

www.twitter.com/Frr_Shares

bit.ly/RZxeLh

5/21

COMPARISON WITH
COMPETITORS

• Sharekhan shares from their
Youtube channel. Apart
from this, they have
periodic market updates
via text posts.

6/21

• Angel Broking only markets
specific news with very little
interaction with the fans.

7/21

• India Infoline only shares
links of articles from their
website.

8/21

STRATEGY
• Facebook, Google+ and Twitter pages were created.

• Promote and create awareness Securities Lending and
Borrowing – the highlighted product of FRR Shares.

• Create exciting content in order to keep the audiences
engaged apart from the daily market news.

9/21

• Testimonials from the clients of FRR shares about their
experience and how FRR shares helped them with their
portfolio was shared on all the networks.

• A frequent use of memes was carried out so as to keep
make serious content entertaining.

• Keep posting at every interval of the market.

• Publicize the page through SEM (Facebook and Mobile
Application ads)

10/21

FACEBOOK INSIGHTS

Reach: 47,000 approx

Highest virality of a post: 29%

11/21

FACEBOOK INSIGHTS
Facebook Reach Statistics
60000

50000

40000

30000
Facebook Reach
20000 Statistics

10000

0
1st 8th 15th 22nd 29th 5th 12th
Oct Oct Oct Oct Oct Nov Nov

12/21

TWITTER INSIGHTS
Average clicks per week – 20

#FrrExclusiveNews

345 tweets
18 retweets!

13/21

18000
SEM: Week 1
16000

14000

12000

10000
Impressions
8000 Social Impressions
Reach
6000

4000

2000

0
FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares

8/10/2012 9/10/2012 10/10/2012 11/10/2012 12/10/2012 10/13/2012

14/21

100000
SEM: Week 2
90000

80000

70000

60000

50000 Impressions
Social Impressions
40000
Reach

30000

20000

10000

0
FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares

10/13/2012 10/14/2012 10/15/2012 10/16/2012 10/17/2012 10/18/2012 10/19/2012 10/20/2012

15/21

90000
SEM: Week 3
80000

70000

60000

50000
Impressions
40000 Social Impressions
Reach
30000

20000

10000

0
FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares

10/21/2012 10/22/2012 10/23/2012 10/24/2012 10/25/2012 10/26/2012 10/27/2012 10/28/2012

16/21

SEM: Week 4
140000

120000

100000

80000

Impressions
Social Impressions
60000
Reach

40000

20000

0
FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares

10/29/2012 10/30/2012 10/31/2012 1/11/2012 2/11/2012 3/11/2012 4/11/2012 5/11/2012

17/21

SEM CLICKS STATUS
Clicks
18

16

14

12

10

8
Clicks
6

4

2

0

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1. Social Media Campaign From October 8th to November 16th 2012 (The introduction of FRR Shares in social media)

2. 2/21 ABOUT FRR SHARES • FRR is a Financial Services Corporate engaged in Foreign Exchange Money Changing, Stock Broking, Inter Bank Foreign Exchange Broking, and Currency derivatives. • It has staff strength of approximately 326 (FRR Forex 203 & FRR Shares 123) highly experienced people (as on June 2012). • The operations are at 99 locations in India ( FRR Forex 31 & FRR Shares 68 Owned/Authorized Persons) as on June 2012. FRR Shares & Securities Ltd, 103/C, 10th Floor, Mittal Towers, Nariman Point, Mumbai 400021. Tel-022-43344202 Website: www.frrshares.com

3. 3/21 OBJECTIVES • To increase the presence of FRR Shares in Social media. • To create awareness about the brand and its various offerings. • To spread awareness about SLBM - Securities Lending and Borrowing. • To portray FRR Shares in a different image as compared to the competitors while retaining the essence of the brand.

4. 4/21 OFFICIAL LINKS ww.facebook.com/frrshares www.twitter.com/Frr_Shares bit.ly/RZxeLh

5. 5/21 COMPARISON WITH COMPETITORS • Sharekhan shares from their Youtube channel. Apart from this, they have periodic market updates via text posts.

6. 6/21 • Angel Broking only markets specific news with very little interaction with the fans.

7. 7/21 • India Infoline only shares links of articles from their website.

8. 8/21 STRATEGY • Facebook, Google+ and Twitter pages were created. • Promote and create awareness Securities Lending and Borrowing – the highlighted product of FRR Shares. • Create exciting content in order to keep the audiences engaged apart from the daily market news.

9. 9/21 • Testimonials from the clients of FRR shares about their experience and how FRR shares helped them with their portfolio was shared on all the networks. • A frequent use of memes was carried out so as to keep make serious content entertaining. • Keep posting at every interval of the market. • Publicize the page through SEM (Facebook and Mobile Application ads)

10. 10/21 FACEBOOK INSIGHTS Reach: 47,000 approx Highest virality of a post: 29%

11. 11/21 FACEBOOK INSIGHTS Facebook Reach Statistics 60000 50000 40000 30000 Facebook Reach 20000 Statistics 10000 0 1st 8th 15th 22nd 29th 5th 12th Oct Oct Oct Oct Oct Nov Nov

12. 12/21 TWITTER INSIGHTS Average clicks per week – 20 #FrrExclusiveNews 345 tweets 18 retweets!

13. 13/21 18000 SEM: Week 1 16000 14000 12000 10000 Impressions 8000 Social Impressions Reach 6000 4000 2000 0 FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares 8/10/2012 9/10/2012 10/10/2012 11/10/2012 12/10/2012 10/13/2012

14. 14/21 100000 SEM: Week 2 90000 80000 70000 60000 50000 Impressions Social Impressions 40000 Reach 30000 20000 10000 0 FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares 10/13/2012 10/14/2012 10/15/2012 10/16/2012 10/17/2012 10/18/2012 10/19/2012 10/20/2012

15. 15/21 90000 SEM: Week 3 80000 70000 60000 50000 Impressions 40000 Social Impressions Reach 30000 20000 10000 0 FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares 10/21/2012 10/22/2012 10/23/2012 10/24/2012 10/25/2012 10/26/2012 10/27/2012 10/28/2012

16. 16/21 SEM: Week 4 140000 120000 100000 80000 Impressions Social Impressions 60000 Reach 40000 20000 0 FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares FRR Shares 10/29/2012 10/30/2012 10/31/2012 1/11/2012 2/11/2012 3/11/2012 4/11/2012 5/11/2012

17. 17/21 SEM CLICKS STATUS Clicks 18 16 14 12 10 8 Clicks 6 4 2 0

18. 18/21 GLIMPSES

19. 19/21

20. 20/21

21. 21/21 THANK YOU

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