social media case study on ad asia
DESCRIPTION
All social media platforms like Facebook, twitter, LinkedIn , blogs, Youtube were used to create pre event hype.TRANSCRIPT
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Brand Requirement
The brand targeted the following audience
o Marketers, Students, Industry experts, Thought leaders within Advertising Industry
o While the TG have their own communities, the brand wished to create digital interest about the event and get them conversant on Social Media platforms.
o To encourage participation of those users who couldn't be part of the event
o With the growth of Social Media, the advertising community on digital media is growing rapidly. It was important that AdAsia had its firm standing in the digital space
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Objectives
AdAsia holds a strong community presence offline. The main objective was
o To create strong PR through digital presence and integrate social media to drive PR.
o To create online awareness of the event and social chatter resulting in good PR.
o Get Influencers and thought leaders to drive PR for the event and spread the word.
o Engage & involve the relevant target audience in the whole community experience (Online).
o Live coverage of AdAsia 2011 across several social media platforms including media engagement and press views.
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Strategy
Blogso Build a communication platform with insights from industry experts & thought
leaders. Use their klout to generate better buzz and PR for the brand.
o Generate wealth of content relevant to AdAsia’s target audience and give them great insights on the event, even if they couldn’t make it live.
o Feature updates, photos & daily summary of all the conference happenings
o To engage with young media professionals and B-School students. Generate excitement amongst the youth.
o Integrate Youtube videos on Facebook so viewers can get happenings from the event as soon as the day is over.
o Build a platform for viewers to discuss and share their opinions.
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Strategy
o To engage with the target audience communicating about industry trends/updates and AdAsia 2011 news
o Post Live Updates of the happenings at the event. TwitPics of the event, speakers and live photo albums during the event
o Share trivia regarding speakers and garner discussions especially to reach out to the people who are fans of the respective speakers.
o Conversations with other twitter users at the venue and on twitter using #adasia2011
o To reach out to targeted professionals from agencies & brand in India/worldwide
o To keep LinkedIn connections updated on AdAsia 2011 developments. Also used it as a platform to identify bloggers for AdAsia 2011 official blog
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Strategy
YouTube
o Use as the official communication channel for AdAsia 2011. o Build wealth of content and create a online footprint for the brand.
Pre-launch
During Event
Post-launch
o Engage with the TG prior to event by way of regular industry/conference updates, activities & contests
o Engage with the audience during the event by way of real time coverage on various social networking sites; including live tweeting and live Facebook updates
o Use the YouTube channel and blog as a perennial repository of all the happenings at AdAsia 2011
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ActivitiesBlogs
o A blog was created, titled: Uncertainty : The New Certainty
o The content for the blog was crowd sourced
o Influencers and experts from the industry blogged for AdAsia on the theme of Uncertainty: The New Certainty
o The blog became a hub for widespread interaction and knowledge sharing by means of comments from blog readers
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ActivitiesFacebook
o The theme for Facebook was Interpret the AdAsia 2011 Theme: Uncertainty the New Certainty
o A contest was created for B School graduates and Working Professionals
o Participants were asked to submit a 10 slide presentation interpreting AdAsia 2011 theme : Uncertainty the New Certainty
o The contest ran over a span of four weeks and attracted favorable participation
o Conference was covered live on Facebook for those who were not able to attend the event in person
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ResultsFacebook
Total Fans Likes & Comments
Total Impressions
27,110 6,251 1,113,5678
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ActivitiesTwitter
o Twitter was primarily for engaging and conversing with the audience
o Users were asked to tweet their thoughts on AdAsia 2011 theme : Uncertainty the New Certainty
o The official hashtag used for twitter was #AdAsia2011
o Buzz about the AdAsia event was created and brand to viewers conversation was initiated
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ActivitiesLinkedIn
o Relevant information was seeded on targetted LinkedIn Groups in order to reach out to AdAsia’s target audience
o Potential bloggers were identified through connections made on LinkedIn
o General awareness and buzz was created about the conference/engagements by seeding relevant content in targeted Linked Groups
Results
Total Connections
Total Group Communication
212 27
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ActivitiesYouTube
o YouTube was the official communication channel for the event
o Speaker videos were featured on the channel prior to the event, as a precursor to the conference
o During and post the conference a video summary of each session was uploaded on the channel
Results
Videos Uploaded
Total Views
42 6,997
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Conclusion
o Live event coverage was most appreciated by viewers who could not attend the session
o The hashtag #AdAsia trended during the event, thus generating discussion among viewers
o Influencers such as - Ashok Lalla: President - Digital, Euro RSCG, Sanjeev Agrawal: Jt CEO Big Bazaar – and many more actively shared their views on AdAsia Blogs
o These influencers in turn helped reach out to more target audience
o 43 guest blogs and 5,000+ views were registered on AdAsia blog
o 1.11 million impressions were recorded on Facebook
o AdAsia YouTube channel saw close to 7,000 views
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Conclusion
o Buzz surrounding AdAsia 2011 was successfully created pre launch on several Social Media platforms, thus achieving the PR objectives.
o Conversations were recorded between the brand and the viewers and influencers on Twitter, Facebook and LinkedIn.
o Finally, connecting the event to digital platforms generated a successful PR for AdAsia, while building a strong persona of the brand online
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For more information, contact:
Sanjay Mehta /Hareesh TibrewalaJoint CEOs @ Social WavelengthEmail:[email protected]
Cell: +91-98200-40918Email:[email protected]
Cell: +91-98210-89388
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