mobile social networking asia 2010,hk talk by rajesh lalwani, india on 20 may 2010

Mobile Social Networking Asia, Hong Kong

20 May 2010

May 27, 2010 1© Scenario Consulting Private Limited

Learnings from SMM on the Web

About Us

About Blogworks®

• A consulting firm delivering strategic social media and technology solutions

Blogworks™ helps global brands and organisations engage stakeholders in conversations to share, build communities, draw insights and co-create offerings for business impact.

5/27/2010 © Scenario Consulting Private Limited 3

A few recent successes

Fastrack – India‟s

most loved youth

fashion brand.

One of the longest

sustained and

amongst the most

successful social

programmes in

India.

Samsung Mobile India

In the duration that we

worked on the brand,

Samsung entered the

digital brand index (by

Edelman and

Brandtology) at #7 and

reached #4 in the second

edition of the index.

KnockingLive

Global blockbuster

app for iPhone &

Android. We are

part of the global

marketing team.

Global Trends

Global

Percent of Subscribers Accessing Social Networking via Mobile Browser

Jan -09 Jan - 10 Change %

All Mobile Phones 6.5% 11.1% 4.6

Smartphone 22.5% 30.8% 8.3

Source: comScore MobiLens Mobile Browser Access to Social Networking: Smartphone vs. Feature Phone3-month average ending Jan. 2010 vs. Jan. 2009Total U.S. Age 13+

Smartphone users access SN more often, growing faster

Global

Mobile access to web SN Now Previous Change %

Total Audience (000) Jan - 09 Jan - 10

Facebook.com 11,874 25,137 112

Twitter.com 1,051 4,700 347

Source: comScore MobiLens Number of Mobile Subscribers Accessing Facebook and Twitter via Mobile Browser3-month average ending Jan. 2010 vs. Jan. 2009Total U.S. Age 13+

Rapid growth on SN access through mobile

600 million subscribers

Growing 12 million a month

Voice = 0.0066 USD a minute

VAS = 8 percent revenue

VAS Economy

Ringtones

Caller tunes

Wall papers

Astrology

Scenario

India Mobile

Number Saturation

Falling Voice Rev

Single Digit VAS

Market Fragmenta

Changing Consumer

Land grab to a maturing market

Industry answering through

India Mobile

Smart Phones

Always On Data

App StoresSocial

Networking

New operators growing data market

Social networking driving youth traffic

Mobile Networks Profile

Mobile to Mobile

Mobile to Web

Hybrids

Integrators

Mobile Networks Usage (intuitive, don’t have

conclusive data to prove)

Mobile to Mobile

Mobile to Web

Hybrids

Integrators

Tier 2 cities and smaller towns; cross geography, SEC B; connecting strangers

Tier 1 cities, SEC A; existing connectionsCurrently favouring Tier 2

cities and smaller towns; may change with concepts like oc2ps coming in, SEC A, B

Mobile traffic growth is zooming ahead

India generates 2nd highest mobile web traffic on the AdMob platform

following the USA

Patters are repeating themselves

Source: Informate Mobile Intelligence, May 2010

Sports Sites Overall

100 percent increase in user interest on IPL – season 3

Key findings shared by Informate

Overall the SMS based promos garnered low response.

Amongst the 3 SMS based promotions which were heavily aired on TV,

only “Pepsi the game” showed some interest amongst our panelists

peaking in the 4th week after which the interest wane.

Demand for real engagement on the rise

Voices

“For us, if one was to compare mobile versus web – mobile has still been a 1 way street. Engagement is much higher on Facebook, likely given the user’s comfort level with Facebook.”

“A community come alive when you have 10-15% participants active, critical mass needs to be built.”

“People see brand messages on the mobile as intrusion. ”

“We did a mobile coupon activity but our dealers turned down some of the users – mindset change has to come. It has happened with social media (web) – dealers demand it now.”

“I am looking at spending 10% budget on digital, but only 1-2% of that is on the mobile.”

Learnings

Social media on the web is mainstream

Time to build positions on the mobile

Ekta Rohra Jafri

Media Experience Manager, Blyk Inc

“At the end of the day, its the same ball game, but a different arena! :-).”

Chirag Jain, Vice President

SMS Gupshup

“Brands have to understand that this is content play.”

Campaigns >>> Strategic programmes

Emergent VAS Economy

VAS Economy

Money transfers

ShoppingLocation

based services

Dating

Social Gaming

We are living in an increasingly exhibitionist world –possessions, relationships, actions need to be flaunted

Brands are an integral part of our lives

Friends trust friends

5/27/2010 © Scenario Consulting Private Limited

Company websiteAdvertising

MediaBTL

Others

Peer Reviews

Marketer’s view (Transparent, conversational)

Expert Opinion

Social Media is influencing purchase

Metrics for Explicit Viral Loop

Call of action

to invite

friends

Accept

X = invited friends

Y% = accept rate

X * Y > 1 gives you viral growth

Our social actions impact purchase

Tip #1 Web timelines married to the mobile deliver a multiplier…

Social Media Impact on Purchase

Impact on Home page ads

When ads mention friends who are fans

When adscoincide with mention of friends (who are fans) in timeline

Ad Recall 10% 16% 30%

Brand Awareness 4% 8% 13%

Intent to Purchase 2% 8% 8%

Source: Nielson Facebook Study, April 2010

More than 800,000 Facebook usersAds in 14 categories

Social Media Impact on Purchase

Users who saw Ads Users who also saw mention

in ads

Users who saw organic

mentions without ads

18 million 1 million 1 million

Users who engaged Users who engaged Users who engaged

1 % 4% 4

Source: NielsonFacebook Study, April 2010

More than 800,000 Facebook usersAds in 14 categories

Organic is more effective…keep an eye on cost.

Tip#2 Social media is not about Buzz alone

For us, Social Media is not about buzz alone

Customer insights

Reach out to customers/ users

„We have three products in the

market, which one would you want to

see on the shelves?‟

How much would you pay for it?

„We want to enter a new category,

what do you think?‟

„What do you think we should do next?

Case – Knocking live video*

* Blogworks client

Madhavan Narayanan

Senior Editor, Hindustan Times

“Crowdsourcing can become better on mobile networking because of the probability of a wider response base and instant feedback. Think surveys.”

Tip #3 Remember, communities belong to users

Tip # 4 Find your evangelists

2:20:200:200000

Volunteers

Ambassadors

Core group

Tip # 5 Offer content that matters, build conversations and value around it

Case – SMS Gupshup

Mumbai traffic police community alerts users

Traffic Communities by ICICI Lombard- Surrogate Advertising

Objective:

Brand awareness among car owners in major Indian cities

Activity:

Traffic alerts sponsored by ICICI Lombard in Mumbai &

Bangalore

Useful information provided to subscribers in

partnership with Traffic Police of the cities

Result:

32,500+ citizens benefited with timely alerts

on road diversions, bottlenecks & incidents

Favorable brand association with relevant TG

From: TRAF-MUMTwo B.E.S.T. Buses Stalled at GamadiaJunction, traffic towards R.T.I. Junction & Kemps Corner is slow. -Visit icicilombard.com for your car insurance needs T&C apply

Tip #6 Bite sized works

Ekta Rohra Jafri

Media Experience Manager, Blyk Inc

“Considerations of the device as a content originator have to be made. I don't think Facebook does this enough.”

Tip #7 Call for action

Case – Channel [V] relaunch

What is RockeTalk?

Available as Mobile Application & WAP

050000

100000150000200000250000

New Users

Unique Feature: Can record & send P2P video, audio & photo messages

Personal Pages, Friend Network, Communities, Downloads & Messenger

Case Study: Channel V

The RockeTalk solution needed to complement the Channel V show Exhausted…

Channel V was re-launching.

The Challenge

V-Exhausted was to be their launch contest-reality show on TV

They were seeking a low –cost marketing solution that could penetrate Provincial India for high brand visibility at low cost

Also, Channel-V wanted a solution that enabled rich media creation, sharing and consumption

A new build was developed

for Channel [V]. Although the

campaign was available on

the basic RockeTalk

environment too.

Channel [V] Exhausted on RockeTalk

Channel V’s exhausted was a reality game show that required 6 finalists to stay awake for more than 48 hours, doing impossible tasks…

RockeTalk replicated the same on its social mobile environment, using a programme called Wake-a-thon!

The Wake-a-thon

Launch activity: Wake-a-thon

You can win a Digital Camera; simply answer 48 questions in 12 hours. Think you can do it ? Be part of 12 hour Channel [V] Exhausted Wake-a-thon from 21st Aug 11 pm to 22nd Aug 11 am. We will send you the details shortly in your inbox.

Audio jingles promoting the contest auto-played when page rendered.

The Wake-a-thon

Qualifying stage: preliminary contest

Shortcut to Fame:

Famous hone ka simple funda.

Video banao-Famous ho jao!

Bhejiye humein apna video

aur bataiye kya hai aap

mein alag jo Channel [V] par

dikaya jaye aap ka video.

Top 8 entries ko milega

ek special inaam.

8 RockeTalkers Selected to play…

Tasks given every few minutes, videos posted live

Check out the profiles of 8 RockeTalkers

who will play 12 hr Wake-a-thon today

from 11 pm onwards to 11 am tomorrow.

Dekho 8 logon ke profile jo khelenge

Wake-a-thon aaj raat 11 baje se subah

11 baje tak.

Become their friend and cheer them.

Jeetendra’s profile

ShreeKhan’s profile

Lucky12k4’s profile

Athar123’s profile

Shannu123’s profile

Shafeeqkhan’s profile

Azam Khan’s Profile

Tariqfzb’s profile

Click here for rules and regulations

Rules and Regulations to play Wake-a-

1.Do not sleep during the game.

2.Send videos/pictures of all the tasks

that you are asked do.

3.Only entries with videos/ pics of tasks

will be valid.

4.You need to answer all the 12 questions

correctly and do all 13 tasks to complete

the game.

Wake-a-thon khelne ke neeyam aur

shartein

1.Khel ke dauraan sona mana hai

2.Har task ki video ya picture bhejna

zaroori hai

3.Bina video ya picture entry ke task ko

pura nahin mana jayega.

4.Aapko game poora karne ke liye 12

sawalon ke sahi jaab dene honge aur 13

task bhi poori tarah se karne honge

8 RockeTalkers Selected to play…

Inbox messages sent to all promoting the 8 finalists

Take a look at the First 8 people who

are going to go sleepless on

Channel [V] Exhausted

presented by Garnier light Eye Roll

On . Click to view Slideshow

Options Back

From: Channel [V]

Message introducing the contestants of 1st episode

< 1/8 > < 2/8 > < 3/8 > < 4/8 >

< 5/8 > < 6/8 > < 7/8 > < 8/8 >

Live Videos on Mobile & TV

Channel

CHANNEL

AUDIENCE

RockeTalk

ROCKETALK

AUDIENCE

Wake-a-thon Exhausted

Channel V videos displayed, distributed and viralled

RockeTalk Wake-a-thon videos displayed,

Campaign Result, 23 days

Channel V/Wake-a-thon Videos viewed 2,54,431

Channel V contest questions attempted 43,729

Channel V/Wake-a-thon banner impressions 27,50,111

Unique users who saw Login message about Channel V

1,98,466

Impressions for System Buzz sent for show introduction and TUNE IN

27,50,111

Campaign Result, 23 days

Channel V/Wake-a-thon Videos viewed 2,54,431

Channel V contest questions attempted 43,729

Channel V/Wake-a-thon banner impressions 27,50,111

Unique users who saw Login message about Channel V

1,98,466

Impressions for System Buzz sent for show introduction and TUNE IN

27,50,111

Tip #8 Accompany your customers

Location based services – Pepsi Loot

iPhone App let’s customers know when

they are near a ‘Pop Spot’ or outlet selling Pepsi

Purchase rewards in form of points that could be

redeemed for music downloads

Each purchase earns 1 reward; 3 = 1 download

from library

Similar arrangement with Foursquare

Mobile + Web

Bonin Bough, director of social and emerging media for

PepsiCo

“Consumers on-the-go always have mobile devices with them, and when they are hungry, they can open Pepsi Loot on their iPhone and it shows them every Pepsi location in a certain area.

Pepsi has also forged a marketing relationship with Foursquare,”

Tip # 9 Build your mobile touch points into mainstream ads and marketing communication

Case – Fastrack*

* Former Blogworks client

It‟s worked for marketers social touch points on the web.

Tip #10 Think engagement, not promotions

To sum it up

Think engagement, not short promotions

Social media is not about buzz alone

Offer content that matters, build conversations around it

Find your evangelists

Marry the web and mobile

Build your social touch points into mainstream ads and marketing

Give a call for action

Bite sized works

Accompany your customers

Communities belong to users

Let’s connect:

rajesh.lalwani@blogworks.in

+919810640163

Thank You

mobile social networking asia 2010,hk talk by rajesh lalwani, india on 20 may 2010

consulting firm

global mobile access

scenario number saturation

mobile traffic growth

informate mobile intelligence

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mobile coupon activity

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