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Puravankara final


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Digital Media Plan for Puravankara

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Puravankara final

  1. 1. Digital Media StrategyMarch 4, 2013
  2. 2. YRALS: Background• Set up to create social media campaigns for brands on an ROI Basis in 2008• YRALS was founded by Jaideep Bir along with an angel investor and has a 60 member team across Mumbai, Delhi & Bangalore• YRALS also specializes in creation of web & mobile properties for Brands that enhance interactivity,build Brand loyalty and Engagement• The company has executed Social Media campaigns for over 200 clients across sectors including: Media | Travel | Automobiles | Apparel | Telecom |Technology
  3. 3. Clients ….
  4. 4. Internet Growth: The Indian StoryPointers• Internet in India has been showing growth in double digits since last 10 years• Current Internet penetration at 5% and forecasted to be around 11% by 2015• 58% of the internet penetration is from Top 10 Cities 120,000,000 100,000,000 100,000,000 80,000,000 60,000,000 40,000,000 20,000,000 1,400,000 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2009 2010 *Source: * In Millions
  5. 5. Monthly Online Presence Source: ComScore Dec, 2011 28.10 M Male Female 18.29M 11.6 M 9.5 M 7.54 M 5.99M 4.7 M 3.05 M 1.66 M 0.7 M 1.12 M 0.5 M Total 15-24 25-34 35-44 45-54 55+*Total 112 Mn People hooked on to the web in India – iCube 2011
  6. 6. Digital Marketing Spends: India
  7. 7. Emergence of Social Network in India 66 M+ Users Adding 85K users daily Avg 157 Friends per user 2,681,000 Apps live 15M+ Users Adding 30K users daily Avg 120 connections per user 6 Minutes per Visit 15 M+ Users Adding 35K users daily 10 MN tweets on a daily basis 56 Followers per user 45 M Users Adding 58K users daily 8 Hr of Videos consumed by an average user 90% UGC 3 out of 4 Internet User is on Social Network Recent Survey: 85% people say that social media does impact their buying decisions*Source: ComScore, May 2012
  8. 8. Top activities on the net web search 74% IM/chatting 68% emailing Professional networking 47% 56% social networking download music 94% Check general news 53% 61% 62% 44% joined PC to mobile SMS job search online community 47%Source: Juxt Consult, India Online Landscape 2011
  9. 9. Online video reaches 71% of Indian Internet Audience 1.7 B videos viewed in India every month 9.1 B minutes spent on online videos every month 5th largest nation in the world in terms of online video reachSource:Comscore Video Metrix Report, 2011
  10. 10. Recent Digital Standing
  11. 11. Web Search Interest: Google Trends
  12. 12. Buzz:Puravankara*Source Time Period- Aug ,12- Mar,13
  13. 13. Facebook: Current Standing PAGE LIKES Current Status Industry Standard • Total 1131 > 10,000 • Average Monthly 12 2000 Growth • Growth Rate 0.01% ~5% TALKING ABOUT (Weekly) • Total 800 29 • Active Ratio ~8% 0.06 % (of 10k fan base) AVERAGE DAILY 1/2 POSTS 3 (Once/Twice daily) (Sporadic Activity)
  14. 14. Twitter Stats: @Puravankara
  15. 15. Target Group• Primary Audience: Purchasers of Properties for Residential Use, Real Estate Investors, NRI’s,• Geographic: Pan India Reach but residential projects only in Bangalore, Kochi, Coimbatore and Chennai• Demographic:  Age: 25-above ;  Gender Ratio: Men : Women :: 70: 30• Psychographic:  Education Profile: IT Manager and above standards; Majority are people from the metropolitan and target is the NRI crowd in Kochi  MHI - Rs. 1,33,333 per month. SEC A and B  Price Points : Rs. 53,00,000 - Rs. 2.5 Cr
  16. 16. Total Audience 2010 2011 % Change Total 45 Audience 40 million million 13% 25+ 25 30 audience mn mn 18% 25+ audience are increasing at a much higher rate as compared to the total internet audienceSource: ComScore
  17. 17. Top 30 sites AverageSr. Total Unique Media % Reach Minutes perNo. Visitors (000) Usage Day Total Internet Persons: 25+ 30,224 100.0 58.1 1 Google Sites 28,769 95.2 16.1 • 25+ audience frequently 2 Yahoo! Sites 25,272 83.6 14.7 3 FACEBOOK.COM 22,761 75.3 21.8 visits and spends maximum 4 Microsoft Sites 16,765 55.5 7.5 5 Times Internet Limited 11,896 39.4 5.9 time on – 6 India Ltd 11,049 36.6 8.6 7 Network 18 10,380 34.3 10.9 – Search 8 9 Wikimedia Foundation Sites BitTorrent Network 10,123 8,828 33.5 29.2 3.4 0.0 – Portals10 Ask Network 7,716 25.5 1.9 – Social/ Prof networking11 NetShelter Technology Media 6,599 21.8 4.912 Indian Railways 6,434 21.3 10.7 – Travel13 CBS Interactive 5,648 18.7 3.114 Glam Media 5,411 17.9 2.8 – E-commerce15 Naukri 5,248 17.4 8.516 LINKEDIN.COM 4,659 15.4 7.417 NIC.IN 4,606 15.2 8.518 WordPress 4,527 15.0 2.019 Amazon Sites 4,019 13.3 4.320 ICICI Bank 3,952 13.1 7.021 RELIANCENETCONNECT.CO.IN 3,676 12.2 1.822 AOL, Inc. 3,666 12.1 2.523 QUIKR.COM 3,648 12.1 3.724 Sulekha 3,556 11.8 3.525 Technorati Media 3,531 11.7 2.526 New York Times Digital 3,531 11.7 2.227 Metacafe 3,503 11.6 4.228 Ibibo 3,409 11.3 6.529 HDFC Group 3,356 11.1 6.530 Globe7 3,223 10.7 2.2
  18. 18. A DITL of ‘Who’ Mobile Bedtime All Day Long Newspaper/ Internet & TV in the Gym Magazines/Televisio Internet Music on Ipod Browsing Phones n/ Mobile - Internet Gym Breakfast Dinner Ready for Work Newspaper/ Magazines/Television/ Mobile - Internet Commute to workCommute back home OOH/ Drive time OOH/ Drive time radio/Mobile radio/ Petrol Pumps Lunch at work/ around work Handling calls, During work conflicts, meetings hours Restaurants/ Cafes Internet around business Internet & & Phones districts Phones
  19. 19. Mobile, Gmail, Twitte Mobile r, TOI, Facebooktimesofindia, Linkedin, facebook&twitter,G Bedtime All Day Long Newspaper/oogle TV in the Gym Internet Internet & Magazines/Televisio Browsing Phones Music on Ipod n/ Mobile - Internet Gym Breakfast Dinner Ready forNewspaper/ WorkMagazines/Television/Mobile - Internet Commute toCommute back home work OOH/ Drive time OOH/ Drive time radio/Mobile radio/ Petrol Pumps/Mobile NdtvGoodtimes, Yahoo,M Internet ensXP, Vogue, makemytr During work ip,IndiWo, BookMyShow, Handling calls, hours Facebook,Twitter,NewsGQ,Idiva,Tarladala conflicts, meetingsl,Raaga,Cricinfo, Internet &Techcrunch,Faceb Internet Phones Lunch at work/ around workook & Phones Gmail,TOI, Restaurants/ Cafes NDTV,Google, around business Facebook districts
  20. 20. Thought Starters
  21. 21. Challenges & Goals • To reach out to potential prospectus and advertise on the digital space to promote and sell themselves • To increase awareness of the brand and the category • To Promote all their existing and new upcoming projects • Lead Generation to achieve business objectives and to disseminate information about the brand and the category
  22. 22. Drive Change InduceAwareness Behaviour Loyalty
  23. 23. The Low Hanging Fruit
  24. 24. The Communication Platform Build in Trust Rationale :- - Scalable Social Object - Lifestyle Positioning - Media Friendly
  25. 25. Mechanic Drive Change Induce Awareness Behaviour Loyalty Build the Brand Generate Avenues for Build the Earned Voice Online Leads Brand Voice
  26. 26. The Pillars of Access Paid Owned Earned Media Media Media
  27. 27. The Brand Vision
  28. 28. Media Types Brand Assets Website Microsite Channels Mobile Display Display &Rich media (CPM) (CPC) (CPL) Tie-ups & Content Int. Search SEM Enterprise SEO Applications Forums Content Social Media ORM Blog PR Own blog
  29. 29. Display Media
  30. 30. Display Media: Phase 1 CPM buys – Horizontals, Sponsorships Travel genre Network Buys TVC Seeding (CPC)
  31. 31. Target Audience Age: 25+ Gender: Male SEC: A,B Cities :Top 8 Metros
  32. 32. Media Strategy Reach Builders Puravan Contextual kara. Frequency targeting com Sponsors hips
  33. 33. Reach Builders Focus on genres known for high reach amongst 25+ Yahoo, Rediff, MSN, In Portals diatimes, etc Glamsham, Bollyw oodhumga, Bollywood Movies Sections TOI, IBNLive, News NDTV, BBC Jivox, Vdopia, Vi deo sections Videos , Youtube
  34. 34. Frequency Focus on properties like Emailers, CPC deals, etc rediff, network 18, sify, shopping Emailers databases, manorama online, b2b database, etcKomli, Ozone, Adwinks, Net workplay, etc
  35. 35. Contextual Targeting Leverage sites which can have direct connect while they are surfing. Mothe, mother r-hood Ebay, rediff E- shopping, indiatimes commerce shopping Lifestyle; Yahoo, Indiatimes, NDTV Emailers:Jeevansaathi, Bharatmatri Matrimonial mony, Shaadi
  36. 36. Sponsorships Leverage sites which can have direct connect while they are surfing. Movies &, Yahoo, Indiatimes Celebs Ebay, rediff Shopping shopping, indiatimes festivals shopping Travel MMT, travelguru, traveloci ty, etc
  37. 37. Indicative Media PlanINNOVATIONS Website Section Creative Type Cost Exp Imp. Exp clicks Yahoo News Roadblock 180,000 3,200,000 16,000 Rediff Across Site Social Slug 250,000 1,000,000 6,000 Business Std homepage Floater 90,000 40,000 400 Rediff Money homepage interstitial 250,000 300,000 24,000 TOTAL 770,000 4,540,000 46,400SUSTENANCE Website Section Creative Type Cost Exp Imp. Exp clicks Komli RON Banners 200,000 NA 28,500Make My Trip ROS Banners 200,000 1,111,111 2,778 + Yatra Ixigo ROS Banners 150,000 1,111,111 2,778 Yahoo New Banners 175,000 1,017,488 2,035 Rediff RON Banners 125,000 1,503,268 12,026 Business Std Homepage+ ROS Banners 100,000 900,000 1,800Rediff Money ROS Banners VA 2,500,000 3,750 TOTAL 950,000 8,142,978 53,667 Deliverables E-MAILERS Cost 1,995,000 Website Section Creative Type Cost Database Impressions 13,157,978Moneycontrol Inbox Emailers 100,000 200,000 Clicks 100,067 Jeevansathi Inbox Emailers 75,000 125,000 eCPM 152 Monster Inbox Emailers 100,000 150,000 TOTAL 275,000 475,000 eCPC 17
  38. 38. Display Media: Phase 2 Drive Build in Network Trust Buys (CPC)
  39. 39. Driving Build in Trust Build in Trust would be driven across Forums and Blogs via Contextual Ad Inventory CPC & CPR (Registrations) Build in Networks Trust Associations
  40. 40. Networks Recommend to focus on CPC/ CPR deals for lead gen. Networks Komli, Adwinks, (CPL) Networkplay NetworksVideo Networks, Ozone (CPC)
  41. 41. Tie - ups E-Stores, Ebay, Rediff shopping, Branded Indiatimes shopping, etc Channels
  42. 42. Sites who we can associate with
  43. 43. Indicative Media Plan PERFORMANCE Booked Deal Type Cost Type Site Type Site Name Section Creative Type Unit Size Unit Price Budget Deal Leads CPL Network Komli RON Banners+Mailers Variable 2,000 120 240,000 Network Leads CPL Network RON Std Banners Variable 1,000 170 170,000 Play Leads CPL Network Adwinks RON Banners+Mailers Variable 1,600 100 160,000 Leads CPL Network Admagnet RON Std Banners Variable 1,000 130 130,000 TOTAL 700,000Deliverables DELIVERABLES TOTAL COST UNIT COST 5,600 700,000 125
  44. 44. SEM
  45. 45. Search Best Practices• Continuous presence for Better quality score resulting in Lower CPC’s.• Tightly Themed keyword, Ad text and Landing page to increase3 way relevancy boosting quality score• Regular Optimization to improve account health.• Addition of Negative Keywords at Regular interval to build a good CTR• Use of Lateral Keywords (‘Build in Trust’)• Broad Match and Phrase Matched Keywords
  46. 46. Puravnkara Keyword Eco System Brand Keywords Competition Keywords Build Trust Quality Assurance Building loyalty bangalore homes for sale bangalore real bangalore real estate estates developers Prestige Project real estate in Trust in Brigade Group cochin Quality Projects real estate developer in Puravankara Customer bangalore Satisfaction Puravankara Flats Puravankara DS Max Properties flats on sale in Projects bangalore Ittina Builders Puravanakara Puravankara Houses ResidentialCustomer bangalore flats forService sale Puravankara Puravankara Bangalore flats for sale Esteem Developers bangalore Sobha Puravankara Chennai Puravankara Kochi chennai real estate companies Developers Bulding relation Puravankara real estate at ships Puravankara Apartments Current Projects cochin Build luxury flats chennai Century Developers Your own Divyashree Developers homes for sale real estate in kochi Concorde Group bangalore Build in Trust real estate cochin real estate developers How to trust bangaloreindia residential flats for sale in bangalore How To Category Build in Trust Keywords Keywords Building trust
  47. 47. SEM: Phase 2• Optimized keyword basket• Inclusion of exact match and long tail keywords• Historical performance to aid in account restructuring
  48. 48. SEO
  49. 49. What is Search Engine Optimization ?• Search Engine Optimization (SEO) is the process to increase the visibility of a website or a page in major search engines like Google, Yahoo & Bing through Organic Listing
  50. 50. Why Search Engine Optimization? According to internet marketing, almost 65% - 70% of all web site traffic comes from the search engines & directories
  51. 51. Consumers & their affinity to SearchEngines Search Engines are the most preferred medium for people to search for information/clarification
  52. 52. Which Search Engines to leverage? Google rules the pack with over 75% of market share Other Search Engines in the fray…
  53. 53. How SEO elements affect organic listings? Title tag Keywords Meta description tag These elements play an important role in deciding your Page Rankings
  54. 54. SEO Benefits through Yrals?• More TrafficGood SEO leads to good rankings on relevant keywords. This results in increase in targeted traffic to your website/microsite• Higher Sales SEO can mean increased sales of your product or service• Long term positioning Once in place, a properly designed and optimized site should stay long term in the rankings compared to PPC where costs and outlay are ongoing and unpredictable• Cost-effective SEO is among the most cost-effective ways of marketing
  55. 55. The process @ YralsExplore/Research all the opportunities that the consumers/competitorspresentSubmit the web property to be scrutinized for all necessary compliance pointsCommunicate and engage the visitors through proper content on the webpageBuild relationships with like minded destinations for better credibility
  56. 56. Case Studies Pureit is the world’s most advanced range of in-home water purifiers. Pureit is breakthrough innovation designed by Hindustan Unilever and it provides complete protection from all water-borne diseases, unmatched convenience and affordability.Challenge: HUL was desperate to get the site listed on major search engines for highcompetitive keywords like “Water Purifier” which was a very difficult task. The thingis that site was not that much SEO as well as user friendly. There is no keyword richcontent on the website. Also had no title or Meta tags. Due to country level websitewe were not able to make some changes. Also were lacking in a number of backlinks.Solution: After signing up with YRALS, the SEO team at YRALS conducted a analysisof competitors, site analysis in terms of on page and usability. With the clientapprovals we have made all possible changes to make site SEO friendly. Alsostarted off page optimization.
  57. 57. Case Studies Results: The results started showing within 4 months and there was a big increase in website traffic. From 16,139 unique visitors per month, traffic jumped to 88,244 unique visitors per month was a clear indication that SEO was kicking into gear. Now website is on first page of Google for “Water Purifier” Visitors OverviewStats for “Water Purifier” Avg. Visit Visits Pages / Visit % New Visits Bounce Duration Rate
  58. 58. Comparison Ranking Yahoo Bing Before SEO Current Before SEO Current Before SEO Current Before SEO Currentbest water purifier 154 8 19 4 - - - -best water purifier in india 19 3 - 3 54 26 120 7germkill kit 1 1 1 1 1 1hindustan lever water purifier 1 1 1 1 1 1 2 1hindustan unilever pureit 1 1 1 1 1 1 1 1hindustan unilever pureit water purifier 1 1 1 1 1 1 1 1hll water purifier 1 1 1 1 8 1 1 1home water purifier - 34 110 4 - - - 73hul pureit 2 1 2 1 6 1 4 1indian water purifiers 70 2 41 2 137 32 - 25ro water purifier - 4 93 10 - - - 21ro water purifier india - 3 - 10 54 14 - 16ro water purifiers 123 4 52 10 187 - - 25safe water - - - 180 - - - -uv water purifier - 13 64 1 - - - 199water filter - 70 20 6 - -water filters - 62 13 5 - - - -water purifier 50 3 18 3 - - - 31water purifier in india 25 2 31 2 - 26 - 7water purifier india 23 2 18 2 108 31 - 7water purifier system - 44 - 20 - - - 104water purifiers 55 6 14 3 - - - 172
  59. 59. Case Studies Merino Laminates gives you the capacity to convert all your projects into works of art. Catch the pulse & see whats new in the world of design & style. Challenge: The client wanted to be first on Google for “Laminates India” & “Laminate Catalogue” which was very difficult task by considering the competiveness. On the site there were not much content. Also had lacking in terms of both on page and Off page. Solution: We were suggested client to add more static content pages. Also created unique title and meta tags for all important pages. After that, YRALS team worked on other aspects of the website and also helped to get relevant links to the website.
  60. 60. Case Studies Results: After initial first 3 to 4 months of work, results began to show. The traffic has been 17% increases for “Laminates India” and 80% increases for “Laminate Catalogue”. Visitors Overview Organic Traffic (From May 12 to Sept 12)
  61. 61. Comparison Ranking Keywords Before SEO Current desert recon merino laminates - 1 merino laminates colour - 1 marino lam - 1 decorative laminates catalogue - 1 merico laminates catalogue - 1 merinolam contacts - 1 merino laminates india - 1 marino laminate india - 1 merinolum laminates - 1 merinolam laminate - 1 merino prelaminated boards - 1 merino laminates online catalouge - 1 merino laminates kitchen - 1 merino ply - 1 merino rhapsody lam - 1 merino laminates catalog - 1 merino laminates designs - 2 merino laminates shades - 2 laminate catalogue - 3 kids room laminates - 3 merinolam dealers - 4 Laminates india - 2
  62. 62. Case Studies The Mee Mee brand of Mother and Baby Care products was launched in 2006 and all Mee Mee trademarks are registered and owned by Me n Moms Pvt Ltd. (earlier known as Mamta Baby Products Pvt Ltd). Me n Moms Pvt Ltd is the leading importer, consolidator and marketer of infant products in India, since the past 13 years.Challenge: Due to panel restrictions we were not able to make SEO changes on thewebsite which was the biggest problem. The only option remaining to achieve goalthat was off page optimization.Solution: We kept our fingers crossed and started off page optimization ineffective manner as compare to other campaigns. We have done socialbookmarking, directory submissions and article submissions. We are also runningPPC campaign to get more leads.
  63. 63. Case Studies Results: After five to six months of constant work, we were able to see the results for competitive keywords like “Baby Toys”, “Baby Bath Toys”, “Baby Carrier”, “Baby Prams” somewhere at second page of the Google. We are trying hard to get them on first page without doing on page optimization. Organic Traffic:
  64. 64. Comparison Ranking Keywords Before SEO Current baby bath toys - 7 baby prams - 11 baby carrier - 11 baby toys - 19 baby walkers - 18 toys for baby - 61 breast pump - 106 baby feeding bottles - 130 baby bath time products - - baby blankets - - baby dress up - - baby chairs - - unique baby gifts - - online baby stores - - newborn clothes - -
  65. 65. SMO
  67. 67. What we can do1. Create Awareness:Optimize Ads & Targeting This would involve us creating a variety of ads to bring people to the page, we can have different ads based on gender, interest etc.2. Build Reach: Post Timing + Sponsored Stories Even simple strategies such has what time a particular post should go up makes a difference3. Engage: Updates & Category Analysis Once this is done we need to analysis what has been the feedback with respect to our engagement levels
  68. 68. What the community can do• Engagement CreatesViral Reach Engaged Users create viral stories for the friends via likes, comments, re-tweets. This creates Viral Reach among these friends, creating an opportunity for the community to expand• Viral Reach Viral Engagement Viral Reach to this EXTENDED audience can create Viral Engagement. This creates the second layer of Viral Ripple. This has a secondary effect of Viral Reach, albeit to a smaller effect
  69. 69. What more can we do 3 Steps: INVOLVE, REINFORCE, REWARD1. Build more RICH CONTENT that builds INVOLVEMENT & furthers Virality2. Create Experiences that deepen RECALL and Heighten Virality3. Converting Engagement toEARNED LOYALTY
  70. 70. Developing a Content Strategy• Social media is built on creating dialogue with users• Social Media Conversations are driven by users flocking around Preferred Interests& NOT around Brands• Content should inspire people to talk about it and the business is then woven into the conversation contextually• Ideally Brand Updates should be less than 10%of the Overall Content Plan
  71. 71. Our Content StrategyYrals develops Monthly Content Plans in the following formats:1. Brand Updates: Brand and product focused updates that will highlight various aspects of the properties, services, offers, events etc.2. Category Updates: Share content that resonates with the interests and sensibilities of the TA yet maintaining brand perspective3. Engagement Updates: Build INVOLVEMENT & further Virality - Puzzles, Games, Memes, Parodies etc. that trigger a high response ratio with respect to reach
  72. 72. Build a Brand Community Fashion WOMEN Parents Puravankara Travel/ Sports MEN Brand Space Gadget s Land Owners TRADE Buyers/In vestors
  73. 73. Content Labels Brand Updates Home Décor – Trends and Tips Real Estate Investment Tips Celebrity Houses Best Buildings in the World Travel & Luxury Tips Gadgets
  74. 74. Brand UpdateDid you know: Once you become the owner of a Purva Home, you will receive apersonalized Purva Advantage Card within 45 days from the date of submission ofyour details. This Purva Advantage card will be your passport to a world ofexclusive benefits and Advantage. Hit like if you find this awesome!
  75. 75. Content Labels Brand Updates Home Décor – Trends and Tips Real Estate Investment Tips Celebrity Houses Best Buildings in the World Travel & Luxury Tips Gadgets
  76. 76. Home Décor: Category UpdateLove a neutral palette? Consider designing with a greycolour scheme. Neither boring nor drab, grey is perfectfor creating a chic new look in your home.
  77. 77. Content Labels Brand Updates Home Décor – Trends and Tips Real Estate Investment Tips Celebrity Houses Best Buildings in the World Travel & Luxury Tips Gadgets
  78. 78. Real Estate Investment Tips: Category UpdateTip of the day: The key to investing in real estate involves purchasing propertiesthat are listed below market value, making minor to moderate renovations tothese homes, and putting them back on the market (via selling or leasing themout) for a profit.
  79. 79. Content Labels Brand Updates Home Décor – Trends and Tips Real Estate Investment Tips Celebrity Houses Best Buildings in the World Travel & Luxury Tips Gadgets
  80. 80. Celebrity HousesThe superhero of Bollywood owns a super crib! Check out thisrare snapshot of Hrithik Roshan’s living room and hit like if youlove its vibrancy.
  81. 81. Content Labels Brand Updates Home Décor – Trends and Tips Real Estate Investment Tips Celebrity Houses Best Buildings in the World Travel & Luxury Tips Gadgets
  82. 82. Best Buildings in the worldThe Shanghai World Financial Centre, International CommerceCentre, and Burj Khalifa are the world tallest buildings. Hit likeif you love such creativity!
  83. 83. Content Labels Brand Updates Home Décor – Trends and Tips Real Estate Investment Tips Celebrity Houses Best Buildings in the World Travel & Luxury Tips Gadgets
  84. 84. Travel Tips:Category Update"He who would travelhappily must travel light." -- Antoine de St. Exupery
  85. 85. Luxury: Engagement UpdateTime to prove how much you actually know about your favouritebrands. Dare to attempt?
  86. 86. Content Labels Brand Updates Home Décor – Trends and Tips Real Estate Investment Tips Celebrity Houses Best Buildings in the World Travel & Luxury Tips Gadgets
  87. 87. Gadgets: Category UpdateThe recent proliferation of players in the smart-phonemarket is taking everyone by storm. A sea of new phonesare soon going to be announced at the Mobile WorldProgress! Read on..
  88. 88. Access to Yrals Facebook App Store A host of utility-driven Facebook apps from our App Store will create deeper Fan-involvement and augment various product and business aspects of your brand
  89. 89. Property LocatorBuilt on Google Maps’engine, our Locator Appenables patrons to find yourplace and a
  90. 90. Referral TabA way for fans to invite theirfriends to the page, in asimple click and selectfashion
  91. 91. Catalogue TabA showcase of CurrentProjects in an interactive andstylish tab
  92. 92. Media-Desk TabA showcase of a Brand’sPress articles displayed onan interactive rack.
  93. 93. Feedback TabA place for customers to give their feedbackand share their personal details so they canbe addressed
  94. 94. Offer/Promo TabsTo make users aware of your latest offlineoffers and increase enquiries and walk-ins
  95. 95. Accrual towards Custom AppsBesides Apps from our App Store, we will also Accrue Credits from yourretainer towards Customized Facebook AppsThese include: Contests| Promotions | User-Generated Content | Viral sharing Apps
  96. 96. Engagement Idea: Light Games • Build in Trust Quizzes with Weekly Giveaways • Quizzes could finally become User Generated
  97. 97. Light Games: Picture Puzzles Interactive Flash Picture Puzzle Update: The idea is to unscramble the picture, by shifting the tiles around, until its completely solved Advantage: Users can play them on their newsfeeds and share it with friends, never having to leave the page
  98. 98. Light Games: Word JumblesInteractive Flash Word SearchUpdate:Another interactive Flash Game where users haveto identify words related to the brand in a jumbledmatrix of letters, with the target list on the side.Advantage: Users can play them on theirnewsfeeds and share it with friends, never havingto leave the page
  99. 99. Loyalty & Virality Ideas
  100. 100. Loyalty Idea 1: Stay Tuned• Most Active Fans (Top Fans): Likes, Comments & Shares• Play All Games / Activities (Win / Collect Points)• Most Page Visits• Set Movie Reminders• Create User Generated Content (ex: Own Bieber Badge)
  101. 101. Loyalty Idea 2: Invite2Win • Users Invite Friends to Earn Rewards • Users Tag Friends to Page Photos / Posts • Users Share New Release Info • Share Character Content
  102. 102. Sample Update: Viral Content
  103. 103. Promotion of Page through Facebook Ads• Helps driving relevant contextual traffic to your Fan Page• A well targeted base result in fans that are highly active and engagedon the page Geographic Targeting 1.Country 2.City 3.Town Demographic Targeting Demographic Targeting 1.Age 1.Age 2.Sex 2.Sex 3.Family Size Psychographic Targeting 1.Activities 2.Interests 3.Education
  104. 104. Twitter
  105. 105. Tweets• Frequently tweet to reach out to potential customers in a way that humanizes your brand• Listen and act towards suggestions, feedback and concerns of potential customers• Tweet about brand value proposition and bring out USP’s• A certain set of tweets must be in line with Trending Topics on Twitter and must also adapt to current events
  106. 106. Customized BackgroundCustomized Twitter background will bein sync with brand guidelines (any new launch / promotion will be communicated via backgrounds too)
  107. 107. Advanced Twitter SearchTools such as Advanced Twitter Search are valuable in identifying and reaching out to ‘Tweeples’ who are tweeting content related to your product.Selection of Keywords/Phrases is carried out based on:  Brand  Industry  Target Group  CompetitorsUpon selecting, a customized tweet with the @mention of the user’s handle must be posted so he/she is aware that we are conversing with him/her.
  108. 108. Get people to talk about Brandon Review sites?
  109. 109. G+ Places and other review sites
  110. 110. G+ Places and other review sites Review sites have taken Center Stage for Products and Services• Individuals respond to places based on what they hear and read• Review Sites – Opinion Makers and Changers• Top ranking on Search EnginesHence it becomes imperative for brands to take control of this medium. Ourapproach includes:• Planting positive reviews higher consumer confidence• Also respond to existing Positive / Negative reviews
  111. 111. YouTube Channel - Build in Trust  User reviews to be displayed on each of the product pages • These can be easily integrated with Facebook generating conversation / virality  Demo videos of the product in action can be displayed
  112. 112. How do we achieve this? Month 1 Month 2 Month 3 Month 4 Month 5 Month 6• Lets look at a how we would achieve this using a 6 month campaign as an example.• Each month will augment the previous month with a Media Spend that bolsters the content plan.• All of the Content is based on:o Awarenesso Engagemento Sustenance
  113. 113. Month 1 Month 2 Month 3 Month 4 Month 5 Month 6Activities in the 1st Month1. Creation of All Social Media Properties2. Content Strategy: Generating content around Orbit too put up on Social3. Facebook - Media Buys4. Google Ads - Media Buys.5. Display Media Buying
  114. 114. Month 1 Month 2 Month 3 Month 4 Month 5 Month 6Activities in the 2nd MonthContinuing from the previous This month we Introduce:month:1. SEO continues. 1. Deployment of Puravankara’s2. SMO continues. adverts in Ad networks: Komli3. Media Buys: Google Adwords.
  115. 115. Month 1 Month 2 Month 3 Month 4 Month 5 Month 6Activities in the 3rd MonthContinuing from the previous We Introduce:month: 1. Newsletters1. SEO continues.2. SMO continues.3. Media Buys: LinkedIn / Google Adwords.4. Deployment of ads in Ad networks Continues
  116. 116. Month 1 Month 2 Month 3 Month 4 Month 5 Month 6Activities in the 4th MonthContinuing from the previous We Introduce:month: 1. Media Buys on a different Ad1. SEO continues Network: Network Play2. SMO continues.3. Media Buys: Google Adwords.4. Media buys: Komli5. Newsletters.
  117. 117. Month 1 Month 2 Month 3 Month 4 Month 5 Month 6Activities in the 5th and 6th MonthFor the last two months we continues our activities and interpretwhat we have done till month 4.Accordingly, it is this time that we can re – evaluate the amount weput in for we put in for certain budgets. What really works anddoesnt work. The last two months are all about evaluation.
  118. 118. THANK YOU! Vikram DuaBusiness Development YRALS m: +919820257853 e: