Social Media Marketing Case Study: Neo Cricket


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This presentation showcases the NEO Cricket Social Media Marketing Case Study which talks about the leanings, achievements and exposure a sports entertainment brand like NEO Cricket can have on Social Media.

The Campaign was essentially called "Dekh Lega India" which was run parallel and in sync with Neo Cricket's Offline Advertising.

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Social Media Marketing Case Study: Neo Cricket

  1. 1. Social Media<br />Case Study<br />Campaign duration:<br />1st Sept. ‘09 to 31st March ‘10<br />consulting monitoring managing ORM marketing PR products audit<br />
  2. 2. Campaign Objective<br />To Create Brand Leadership For Neo Cricket On Social Media<br />To engage and excite cricketing fanatics on social media<br />To build one to one relationship with the users<br />To create and build communityof Neo cricket fans <br />
  3. 3. Status On 1st Sept. 2009<br />Zero Official Social Media Brand Presence<br />Zero conversations or interest around the brand<br />Negative PR via one group on Facebook ‘Neo Sports Sucks’<br />No significant user or fan driven community<br />
  4. 4. Our Recommendations<br />Buzz creation prior to all cricketing series <br />Live Cricket Commentary on Twitter<br />Cricketing Updates via Contests, Polls, Trivia, News,etc.<br />Integration of Offline Contests (T.V.) + Online Participation on Facebook and twitter<br />
  5. 5. Strong Social Media Presence<br />
  6. 6. What we did on<br />Contests like Spot the Ball, Caption Contests, Predict and Win, etc. and polls run across the whole season<br />Regular Match Updates on the Fan Page<br />Cross marketing of other social networks<br />TV Channel integration- Contests were announced on the TV Shows and run on Facebook and Twitter<br />
  7. 7. What they said on<br />
  8. 8. What it showed on<br />Fans on Neo Cricket : 4500+<br />Total Page Views : 40,000+<br />Total Interactions : 10,000+<br />
  9. 9. What we did on<br />Live Match Updates (Ball to ball)<br />TV Channel integration<br />Contests and polls run across the whole season<br />Cross marketing of other social networks<br />
  10. 10. What they said on<br />
  11. 11. What it showed on<br />@replies and RTs: 10,000+ <br />Cumulative Reach: 10,00,000+ users<br />Following: 104<br />Followers: 2000+<br />Tweets: 7000+<br />Direct Messages: 86<br />
  12. 12. What we did on<br />Meta Tagging all videos to enhance youtube and google SEO<br />Video Commenting on other channels and videos<br />Complete designing for the channel<br />Annotations on videos<br />
  13. 13. What they said on<br />
  14. 14. What it showed on<br />Channel Views: 2,500+<br />Total Upload Views: 15,000+<br />Subscribers: 75<br />
  15. 15. What We Achieved?<br />First of its kind TV integrationovertaking the traditional medium of calling and emailing comments<br />Live updates on twitter became a huge hit, as people started following it for updates<br />Maximum interaction with fans on Twitter and Facebook through Contests, Trivia and Discussions<br />Massive reach on Twitter with cumulative reach and RT’s<br />
  16. 16. And All that Jazz too…<br />Crossed 2000 followers on Twitter<br />Real Time commentary on Twitter during matches with over 100 @replies and RT’s during each match<br />Crossed 4500 fans on Facebook <br />Regular updates on Facebook during and after matches with an average of 30 comments per post<br />Over 15,000 views on Youtube<br />
  17. 17. End Result<br />High engagement among social media addicts + Cricket fans<br />Neo Cricket brand connected well to great cricket coverage<br />Goodwill built through real-time responses for positive as well as negative feedback for the channel<br />Highly engaged community that looks up to Neo Cricket for cricketing views, scores and updates<br />
  18. 18. Campaign Consultancy:<br /><br />Contact:<br />Rajiv Dingra+91-9820761167<br /><br /><br /><br />
  19. 19. Thank You<br />