avian media - digital credentials
TRANSCRIPT
Our Services
Digital strategy
Social governance
Campaign management
Community management
Design & development
Search engine opAmisaAon
Crisis communicaAons Influencer engagement
01
02
03
04
05
06
07
08
Online ReputaAon Management 09
We Made The LighAng Makeover Of Gateway Of India
Campaign objec.ve
• Showcase Led ligh.ng systems and reinforce Philips Ligh.ng’s LED market leadership
Target Audience
• Primary: Mumbaikars -‐ online savvy, 18+yrs • Secondary: Rest of India, 18+yrs • Influencers: Bloggers, journalists
Strategy adopted
• Pre-‐event: Highlight Gateway’s significance with the city and call on • Mumbaikars to share ideas for be[er and brighter Mumbai • Event: Showcase lighAng ceremony across India with a livestream,
light photography contest • Post event: Showcase new lights and be[er environment by asking
visitors to share evening plans and pictures of their ouAngs,
Results
• 10 million reach and 17 million impressions online. • Trending topic on Twi[er • Increase in foo^alls at Gateway • 100% increase in foo^alls at Philips retail outlets • LED sales in Mumbai witnessed 30% faster growth than other mega
ciAes during the campaign • 59% customers recalled the campaign with more than 70% B2C
consumers associaAng the campaign with LED lighAng
Total reach and total impressions are cumula2ve of Facebook page insights and Twi:er hashtag insights
Won: • Best Digital Campaign Sabre Asia Pacific, • Cer2ficate of Excellence – Social media Sabre Asia Pacific • Best Integrated Digital Campaign, Digital Marke2ng Conclave & Awards
2014 • Best use of hashtags – silver at Socialaton 2014 • Among top social media case studies of 2014, LighthouseInsights.in
Working For Safer Roads In India
Campaign objec.ve • Work towards the introduc.on of a comprehensive road safety law
in India
Target Audience
• Primary: All motorists • Secondary: Senior ciAzens, kids, • Influencers: Bloggers, journalists, celebriAes, associaAons
Strategy adopted
• Supported the peAAon (www.change.org/roadsafety) of Mrs. JyoA Gupta, mother and wife of late accident vicAms, to the prime minister of India seeking the introducAon of a comprehensive naAonal road safety law
• Extensive use of social media channels with infographics, educaAonal content, Aps, reaching out to influencers
• ParAcipaAon in panel discussions, interviews and debates across TV channels and columns on print media
Results
• Union Minister of Health and Family Welfare, Government of India met SaveLIFE FoundaAon experts and showed support to the cause
• Bill expected to be tabled in the winter session of the Indian parliament
• 2 lac people supported the peAAon in one month of the campaign • Editorials in leading media outlets and blogs • #roadsafety trended on Twi[er • 81% of respondents in a Kadence research across 12 Indian ciAes
said they favour the new bill
Working For Safer Roads In India Campaign objec.ve • Familiarising the public about indoor air pollu.on
Target Audience
• Young parents, especially mothers • Health conscious people
Influencers: • Experts and doctors • Media and bloggers • Online forums
Strategy adopted
• Roped in key opinion leaders to help raise awareness and build credible informaAon through industry stories
• Bloggers meet where yoga instructor and a pulmonogist talked about indoor air polluAon
• Reach out to all leading parenAng online forums and conduct reviews and engaging campaigns for members
• Reviews at home for leading bloggers • One-‐on-‐one meets with bloggers • Leverage major developments like President’s Obama’s visit and
discussion around air polluAon • Partner with the Times of India to run advertoAal series around air
polluAon
Results
• Enquiries of air purifier increased by 20% in the last six months • 67% increase in searches over last year • Leading stories on online forums and blogs • 200plus conversaAons from influencers online generaAng 100k reach
and 500k impressions • Philips being seen as one of the key players taking the cause of air
polluAon
Online Channel Engagement Cycle
ANALYTICS
Annual report Quarterly report Monthly report Weekly report
ENGAGEMENT
Updates
Daily Monitoring & Response
PLANNING
Annual Digital / PR Plan
Monthly Plan
Weekly Content Calendar
OperaAng Process – Daily Monitoring & Response
Frequency Time Ac.vity
Daily (Mon-‐ Fri)
10am Send client ‘1st Daily Monitoring & Response Report’ for approval
10am -‐ 11am Updates approved response; Updates post based on ‘Weekly content calendar’
4pm Send client ‘2nd Daily Monitoring & Response Report’ for approval
4pm -‐ 5pm
Updates approved response; Updates post based on ‘Weekly content calendar’
(Fan queries from 5pm onwards will be captured in the following day’s report and weekend queries will be captured in Monday’s report)
Weekly Thursday Send client the ‘Weekly Content Calendar’ and ‘Weekly Report’
Friday Discussion on the ‘Weekly Content Calendar’ and ‘Weekly Report’ with client and revised as necessary
Monthly By the 5th of every month
Monthly report and next month’s plan, every third month we will present the quarterly report and plan
CreaAng Comprehensive Content Strategy – IllustraAve example
Day Theme
Monday Adventure
Tuesday Spiritual
Wednesday Poll
Thursday Nature
Friday Weekend Ap
Facebook TwiTer YouTube
Text Tweet Videos
MulAmedia MulAmedia
Offer @reply
Event RT
Milestone
Post format
Client specific Generic
PromoAons Tips
Stats Featured fans
LocaAons & acAviAes
World Observance Days
Beaches/Park FesAvals
Food Topical developments
Calendar shoot Links to interesAng stories
Bollywood shoots InteresAng pictures and videos
History behind Haridwar Factoids
Types of updates
Our ‘Weekly ConversaAon
Calendar’ will have a mixed of
different themes, formats and types
of updates
Daily Themes
Asking Right QuesAons & Applying Best PracAces
Applying insights from latest trends/ best prac.ces, such as EY’s Social Media Marke.ng – India Trends Study 2013:
• More generic updates instead of brand updates • 2-‐3 posts a day on Facebook, and more than three a
day • Respond within 30-‐60 mins on Twi[er and within few
hours on Facebook • contests every month or at least once in a quarter
• Picture contests are the most popular followed by quiz and games
• Most prizes for contests are between Rs.1,000-‐ Rs. 5000
• Almost half of respondents use tools to manage social media pla^orms
How can we improve the engagement rate of our communiAes?
How can we study Facebook insights be[er to help engage be[er?
Are there proacAve fans that we can build relaAonships with and make advocates of our brands?
Are our fans interacAng among themselves and our communiAes becoming self sustaining?
Is our content strategy good enough?
Ensuring That Client CommuniAes Have Success Elements In Place
Objec.ves & goals
Audience Guidelines & compliances
Iden.ty Opera.ons Engagement
Ensures alignment with organisaAonal or brand prioriAes
Is the community for markeAng related acAviAes, or service,
or both? What do we want to achieve in a period of
Ame?
Knowing your audience well help connect with them
be[er
TargeAng the right audience through
ads; Ensuring we have a
maximum parAcipaAon of our target audience in the community;
Knowing pla^orm specific and overall social media culture and behaviour is key
to avoid pi^alls
OrganisaAonal guidelines towards social media use; Pla^orm specific guidelines for branding or
promoAons and best industry pracAces;
ProjecAng a strong visual idenAty of your community is essenAal to build
audience
Name; descripAon; Call to acAon; cover pictures; background
pictures; profile pictures;
A good operaAng model ensures
smooth execuAon
Updates and response frequency; who is responsible, integraAon with
various funcAons and channels; use of tools; reporAng;
Having a good engagement strategy ensures maximum involvement of
audience
Content plan; Audience
involvement and recogniAon; Ad usage;
ELEM
ENTS
PURP
OSE
CONSTITUEN
TS
Integrated & ExperienAal Campaigns: From IdeaAon To ExecuAon
IniAal Idea Proposal
As part of the annual plan or independently
Once the client gives an agreement in principle to the campaign idea, a detailed
campaign proposal is shared along with budget
Detailed Proposal
Project Plan
Detailed checklist of acAviAes with roles are allocated
PLAN
NING PHA
SE
DEVE
LOPM
ENT PHA
SE
Blueprint
Development
TesAng
All designs are shared and approved at this stage
All approved development and design work are being
worked upon
All collaterals are tested and approved
EXEC
UTION PHA
SE
ExecuAon
Campaign goes live and there is online engagement with
parAcipants
ANAL
YTICS PHA
SE
ReporAng
Once the campaign ends, the end results are measured and shared with client
Key Team Members
Palin Ningthoujam heads Avian Media’s digital pracAce. In less than 2 years, he led the growth of the pracAce to offer top-‐notch digital strategy, online community management, design and development services, Online ReputaAon Management, Search Engine OpAmisaAon, influencer engagement, digital content, and crisis communicaAons services; and support brands like Philips, MaruA, Sony, Hard Rock Cafe, SpiceJet, Rolls Royce, and Airbus, among others. Earlier, he has led award-‐winning digital campaigns and helped clients like Ford India become top social media brands in India. In his 13 years of experience, he has also worked on brands like PepsiCo, HP, and Intel. He has been blogging on online technology and markeAng communicaAons since 2006. He founded the erstwhile India PR Blog, which went on to become one of the top PR blogs globally. He wrote for Mashable.com, the world’s top technology blog. He wrote the industry acclaimed Ernst & Young’s first Social Media MarkeAng -‐ India Trends Study 2013. Diksha Sethi is a digital communicaAons professional with close to 10 years of working experience. She specializes in crisis communicaAon, online reputaAon management, integrated markeAng campaigns, strategic counsel and content. She has been a part of some of the most successfully delivered campaigns in the past for client’s like Ford India, IndiGo Airlines, InterGlobe Enterprises, KFC, Pizza Hut and CII. She has helped clients like IndiGo airlines launch their first ever 24x7 customer relaAons channel on Twi[er, which was recognized as the 3rd fastest responding handle in the world in less than a year. She was also a part of Ford EcoSport’s Urban discoveries campaign that went onto win the Gold Sabre in 2014. She is now managing mulAple client teams at Avian-‐Media and servicing clients like Sony India, SpiceJet and Philips Air. Hailing from the radio background, she plays to her strength of strong communicaAon skills in delivering client expectaAons to the opAmum. A self-‐proclaimed movie buff, she loves watching films and blogging in her spare Ame. Reading and traveling are ouen on the agenda and currently, she’s thoroughly enjoying being a new mum.
Key Team Members Devina is responsible for digital strategy, content development and community management at Avian Media. Being an acAve social media parAcipant since 2010, she has worked on lifestyle and fashion clients including Philips Lights, PVR BluO, Hard Rock Cafe, Bentley, Accel Partners, SpiceJet airlines and Shiro. She is well connected with top bloggers and influencers in the country and also manages online reputaAon for key clients on social media on day to day basis. As an early adopter and extensive user of technology, she showcases her work on her blog Guiltybytes.com, which she founded in 2012 . Hindustan Times adjudged her blog as the top most lifestyle blog in the country. She was also conferred the Elle Blogger of the Year 2014. She has Wri[en extensively for naAonal dailies and magazines like Femina, idiva, Hindustan Times, and conAnues to contribute to online sites like Scoop Whoop, and wed med good. Rinky Takker leads Avian Media’s design team, is responsible for leading the design team in designing & creaAng graphic and website design soluAons for clients from concept through to compleAon. She has worked on brands like Airtel, Aircel, Recki[ Benckiser (VEET, De[ol, Durex and Vanish), NASSCOM and Nestle Maggi. In Avian Media, she is delivering design work for brands like Rolls Royce, Airbus and SpiceJet. Her graphic design experience includes websites, microsites, corporate staAonery, social media, campaigns, apps, and mobile applicaAons. She is well versed with top design tools like Illustrator, Photoshop, CorelDraw, InDesign, Html, Dreamweaver, Adobe Flash, CSS, XHTML, and JavaScript. Manjeet Singh leads the influencer relaAons pracAce at Avian Media’s digital team. With more than eight years of experience, he has been responsible for creaAng innovaAve influencer engagement campaigns for clients like Philips, Sony, Umeed FoundaAon, and Save Life FoundaAon. He is a regular at blogger meets and tweetups and has excellent relaAonships with bloggers across diverse groups in India. An acAve social media parAcipant, he has started a product display aggregator portal for popular local markets in Delhi. He also blogs on a variety of topics on his personal blog.