Social Media Marketing Conference, Kuala Lumpur - Case Study Presentation


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Presentation by Sanjay Mehta, at Social Media Marketing Conference, held at Kuala Lumpur, Malaysia, on July 21, 2010.

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Social Media Marketing Conference, Kuala Lumpur - Case Study Presentation

  1. 1. The Channel [v] Social Media Case Study: Lessons for Entertainment and Media Industry Sanjay Mehta Jt. CEO, Social Wavelength
  2. 2. We are Social Wavelength, a Social Media agency <ul><li>We help brands develop a well connected </li></ul><ul><li>social media presence, along with invaluable </li></ul><ul><li>insights through monitoring </li></ul><ul><li>We strongly believe that interactions online </li></ul><ul><li>support our inherent desire to connect freely, </li></ul><ul><li>with each other, and the brands that we </li></ul><ul><li>care about </li></ul><ul><li>At Social Wavelength, we help brands </li></ul><ul><li>adopt and embrace this trend and redefine </li></ul><ul><li>the way they communicate </li></ul>Who Are We?
  3. 3. We Help Brands Assimilate Into Social Media <ul><li>By helping them listen, interpret, and </li></ul><ul><li>engage in conversation </li></ul><ul><li>We help fuse content with technology </li></ul><ul><li>offering custom solution to businesses </li></ul><ul><li>Our solutions are designed to meet </li></ul><ul><li>client needs and objectives. We offer to </li></ul><ul><li>brands, the following key services: </li></ul><ul><ul><li>Social Media Management </li></ul></ul><ul><ul><li>Social Media Monitoring </li></ul></ul>What Do We Do?
  4. 4. Some Of Our Clients One of the Top 5 IT Companies in the World
  5. 5. The Case Study of one of our clients – Channel V
  6. 6. Some background information <ul><li>- News Corp / Star TV group </li></ul><ul><li>Slotted as a music channel </li></ul><ul><li>Viewers wanted more </li></ul><ul><li>Revamping, Rebranding and Repositioning </li></ul><ul><li>A big story to convey, but with limited budgets </li></ul><ul><li>Could not paint the town red </li></ul><ul><li>Did the next best thing – used Social Media aggressively </li></ul>
  7. 7. What Did We Do on Social Media? <ul><li>- Set up typical outposts </li></ul><ul><li>Facebook, Twitter and YouTube were key </li></ul><ul><li>No “on air” support </li></ul><ul><li>No “media buy” support </li></ul><ul><li>Smart ideas were needed </li></ul><ul><li>Channel [v] On Yours </li></ul><ul><li>Channel [v] iSawTheChange </li></ul><ul><li>All-night quiz on pre-launch night </li></ul>
  8. 8. iSawTheChange – Did You?! <ul><li>- 15-days - microsite and Twitter </li></ul><ul><li>A graphic with characters of Channel [v] </li></ul><ul><li>Hosted at </li></ul><ul><li>Small daily change </li></ul><ul><li>Users “spot the change” and participate </li></ul><ul><li>They sign in with their Twitter account; a Tweet goes out on their behalf saying ““Hey @ChannelvIndia I saw the change on 10 Daily Prizes and 10 iPod Nanos to be won!”. </li></ul><ul><li>Gratification </li></ul>
  9. 9. The CHANGE as it happened!
  10. 10. iSawTheChange – Results <ul><li>- Energized the Target Group </li></ul><ul><li>Nominal gratification </li></ul><ul><li>First major “change” from channel </li></ul><ul><li>Showed the new face of the channel! </li></ul><ul><li>Kick-started an interactive relationship with TG </li></ul><ul><li>Viral spread </li></ul><ul><li>Drove home message of change to BLOODY COOL channel </li></ul>
  11. 11. OnYours – yeah, and on yours too!  <ul><li>- Taking fan engagement to new high, after iSawThe Change </li></ul><ul><li>A small application at and Twitter </li></ul><ul><li>Users register – agree to swap DP </li></ul><ul><li>Random 50% change </li></ul><ul><li>Why did fans agree? Uniqueness + gratification </li></ul><ul><li>5 days = assured T-shirt, also chance to win iPods </li></ul><ul><li>Many power users in TG participated; huge viral push </li></ul>
  12. 12. Twitter - Before “On Yours” Twitter- After “On Yours”
  13. 13. Friends List Twitter Stream Channel [v] takes over Twitterverse
  14. 14. OnYours – the outcome <ul><li>- Created a new concept of Twitter DP Advertising! </li></ul><ul><li>Users’ Twitter Screens virtual Channel [v] billboards </li></ul><ul><li>Huge awareness about the new Channel [v] logo </li></ul><ul><li>Awareness that Channel [v] was becoming Bloody Cool </li></ul><ul><li>Excellent brand equity for Channel [v] </li></ul><ul><li>Created free PR across all media for the brand </li></ul>
  15. 15. Night before launch – all-night quiz <ul><li>- An on-air activity </li></ul><ul><li>Hourly questions </li></ul><ul><li>User participation also via Twitter </li></ul><ul><li>Special prizes for Twitter answers </li></ul><ul><li>A Grand Finale with excellent participation </li></ul><ul><li>Gratification </li></ul>
  16. 16. Twice, a week before the launch @ChannelvIndia was the 2 nd & 4 th Most Popular Twitter user from India On launch day, @ChannelvIndia was the Most Popular Twitter user from India The after effects of the two Channel [v] campaigns!
  17. 17. Top Twitter account in India
  18. 18. Accolades galore “ Over the week, I’ve noticed more and more Channel [V] logos in profile pics: it appears to be growing virally.” Medianama “ Channel V also used their stream to announce the details of their flash mobs. Most importantly, they took everything in good humour. They have built a fair amount of good equity on Twitter.”  Manu Prasad on his blog “Brants – Rants on Brands and Social Media”
  19. 19. Continuing beyond that relaunch <ul><ul><li>Channel [v] remains one of the most engaging Social Media accounts in India </li></ul></ul><ul><ul><li>Show related promotions </li></ul></ul><ul><ul><li>Excellent banter with users </li></ul></ul><ul><ul><li>Social Media special Call-to-entries </li></ul></ul><ul><ul><li>Put VJs on Facebook, managed their profiles too </li></ul></ul><ul><ul><li>Specific promotions with sponsors, e.g. Axe Ur Ex </li></ul></ul>
  20. 20. A Busy Facebook Wall
  21. 21. The VJs get a space of their own
  22. 22. Driving tune-ins for the show, also a Facebook application
  23. 23. Channel [v] India on Facebook The page - Growth Graph Interactions (comments +likes + wall posts) last week = 1100 Interactions (comments +likes + wall posts) this week = 3107 Week before last Last Week This Week Growth this week Fan Following (Cumulative number till date) 13976 15027 16138 1111
  24. 24. Channel [v] India on Twitter The page - Growth Graph Week before last Last Week This Week Growth this week Followers (cumulative number till date) 5297 5415 5608 193
  25. 25. Good growth for client..and for us! Recently went past key competitor MTV, as the number 1 channel in the genre!
  26. 26. Television has Social Media opportunity like nearly no one else! <ul><li>Reality Shows – direct participation </li></ul><ul><li>Soap Operas – connect closer to the characters </li></ul><ul><li>VJs actually talk to viewers – one-on-one </li></ul><ul><li>All in all, the channel and its programs become more integral to viewers’ lives </li></ul><ul><li>Loyalty and bonds get stronger </li></ul><ul><li>Leads to stronger viewership – which is what matters from a revenue point of view! </li></ul>
  27. 27. Media also offers ease of engagement <ul><li>Video works – for TV channels, no need to create! </li></ul><ul><li>Huge on-air eyeballs – easy to spread message </li></ul><ul><li>Contests are often the norm – response vehicle can also be social media now </li></ul><ul><li>Gratification opportunities at no or low cost: merchandise, meet-and-greet opportunities, visit to the sets </li></ul><ul><li>All-in-all, Television has everything going its way, in going for aggressive Social Media play! </li></ul>
  28. 28. TV Viewing and Social Media: A Unique Concoction!!
  29. 29. Bonus: A Must-Read Resource!! <ul><li>A document authored by a colleague of mine </li></ul><ul><li>Demystifies Social Media </li></ul><ul><li>Not at functional level, but in terms of where the world is heading, thanks to Social Media </li></ul><ul><li>It is called MEGA TRENDS </li></ul><ul><li>To get it, head to our website, </li></ul><ul><li>Download it from there! Trust me, you will enjoy it! </li></ul>
  30. 30. Questions? If you need a copy of this presentation, please leave your business card. We will email it to you. Sanjay Mehta Jt. CEO, Social Wavelength. [email_address] Company blog: Personal blog: Twitter: LinkedIn: Tel: +91 98200-40918