Samung Corby Colour Wars on Twitter

March 3, 2010 © Scenario Consulting Private Limited 1

Testimonials March 3, 2010 © Scenario Consulting Private Limited 2 "SamsungCorbyWars was fun! No matter who wins but it was a feeling which I could compare with the tug-of-war we did in high school" – Praval Singh, Team Leader, Corby Colour Wars “At the outset, thanks much for an opportunity to get involved in the fun Fun, yes, ‘coz for me the idea of engagement was fun. And the way the tweets from @Samsung_Mobiles motivated/ teased/ commented, everything came out as an entertaining and involving (very important) initiative rather than a hard lined marketing effort. Kudos to the team (and the individual managing the Twitter account)! It clearly showed the hard work put into the effort.” – AbhishekBaxi, Team Leader, Corby Colour Wars “Shimauli the Chief Buzz Officer of Buzallong highlights the Social Media Marketing campaign by Samsung Corby” in a Blog post by Sorav Jain that compiles the Social Media Highlights of 2009

Executive Summary March 3, 2010 © Scenario Consulting Private Limited 3

Background March 3, 2010 © Scenario Consulting Private Limited 7

Objective March 3, 2010 © Scenario Consulting Private Limited 11

Concept March 3, 2010 © Scenario Consulting Private Limited 12

Duration March 3, 2010 © Scenario Consulting Private Limited 13

Budget March 3, 2010 © Scenario Consulting Private Limited 14

Stakeholders March 3, 2010 © Scenario Consulting Private Limited 15

Stakeholders March 3, 2010 © Scenario Consulting Private Limited 16

Identifying the five Corby team leaders March 3, 2010 © Scenario Consulting Private Limited 19

Select Twitter users were sent invite mails: March 3, 2010 © Scenario Consulting Private Limited 20

The following five team leaders were finally selected after securing their approval – March 3, 2010 © Scenario Consulting Private Limited 21

March 3, 2010 © Scenario Consulting Private Limited 22 Terms and Conditions uploaded and shared through SlideShare, Facebook and Tinypaste:

Continuous back-end suggestions & support to the teams: March 3, 2010 © Scenario Consulting Private Limited 25

Predictions and prophecies: March 3, 2010 © Scenario Consulting Private Limited 27

Predictions and prophecies: March 3, 2010 © Scenario Consulting Private Limited 28

Undertaking exit polls to drive interest among participants and push supporters March 3, 2010 © Scenario Consulting Private Limited 29

March 3, 2010 © Scenario Consulting Private Limited 30 Amplifying the naturals twists in the tale – when a contender wanted to abandon…

And this is how we pepped him  March 3, 2010 © Scenario Consulting Private Limited 31

March 3, 2010 © Scenario Consulting Private Limited 32 Amplifying the naturals twists in the tale – when a contender wanted to abandon…

Result - He came back with a bang! March 3, 2010 © Scenario Consulting Private Limited 33

For some, grapes were sour, but it helped the game- March 3, 2010 © Scenario Consulting Private Limited 34

Leader in the middle of 'spam' controversy! March 3, 2010 © Scenario Consulting Private Limited 36 We took a strong stand against spam and engaged with participants having identified the bots

And then.. it was contender's turn to face the heat! March 3, 2010 © Scenario Consulting Private Limited 37 Fierce competition, but with fun! We facilitated the competitive build-up among players in a spirited manner

Building hype for the grand finale… March 3, 2010 © Scenario Consulting Private Limited 38

Selecting winners: March 3, 2010 © Scenario Consulting Private Limited 40

Selecting winners: March 3, 2010 © Scenario Consulting Private Limited 41

Announcements via-fun – Countdown through Vital Clues – build up & announcements : March 3, 2010 © Scenario Consulting Private Limited 42

Taking stock at all points: Verdict – We love Corby! March 3, 2010 © Scenario Consulting Private Limited 43 We conducted periodic polls to evaluate the customer’s sentiment

Other Touch-Points and Channels used March 3, 2010 © Scenario Consulting Private Limited 44

Team leads set up Facebook events to promote the contest: March 3, 2010 © Scenario Consulting Private Limited 45

Messages shared on Facebook, leading to spill of viral outside Twitter also: March 3, 2010 © Scenario Consulting Private Limited 46

Members shared Corby video and their own offers on their blogs: March 3, 2010 © Scenario Consulting Private Limited 47

Give-aways from Team leads as well as supporters: March 3, 2010 © Scenario Consulting Private Limited 48

Blog Posts by team leads to promote their hashtags: March 3, 2010 © Scenario Consulting Private Limited 49

Tracking mechanisms were put in place by Teams as well, from starting Twitter lists to setting up full-fledged widgets: March 3, 2010 © Scenario Consulting Private Limited 50

We were also monitoring the contest & tracking the progress of the teams continuously: March 3, 2010 © Scenario Consulting Private Limited 51

Highlights: March 3, 2010 © Scenario Consulting Private Limited 55 Exposures – sum of all the tweets mentioning the relevant keyword, each multiplied by the number of followers of the person tweeting

Highlights: March 3, 2010 © Scenario Consulting Private Limited 56 Engagement with stakeholders – From a total of 3284 tweets with Samsung Corby mentions, 87% came from the participants

On Slideshare.com, the link came into the "Hot on Twitter / Facebook section 8 times in the duration of the contest: March 3, 2010 © Scenario Consulting Private Limited 58

Challenges we overcame managing such heavy volumes of conversation: March 3, 2010 © Scenario Consulting Private Limited 62

Challenges we overcame managing such heavy volumes of conversation: March 3, 2010 © Scenario Consulting Private Limited 63

Testimonials March 3, 2010 © Scenario Consulting Private Limited 65 "SamsungCorbyWars was fun! No matter who wins but it was a feeling which I could compare with the tug-of-war we did in high school" – Praval Singh, Team Leader, Corby Colour Wars “At the outset, thanks much for an opportunity to get involved in the fun Fun, yes, ‘coz for me the idea of engagement was fun. And the way the tweets from @Samsung_Mobiles motivated/ teased/ commented, everything came out as an entertaining and involving (very important) initiative rather than a hard lined marketing effort. Kudos to the team (and the individual managing the Twitter account)! It clearly showed the hard work put into the effort.” – AbhishekBaxi, Team Leader, Corby Colour Wars “Shimauli the Chief Buzz Officer of Buzallong highlights the Social Media Marketing campaign by Samsung Corby” in a Blog post by Sorav Jain that compiles the Social Media Highlights of 2009

Useful Links: Terms and Conditions, and later results were uploaded on SlideShare: http://www.slideshare.net/SamsungMobileIndia/samsung-corby-colour-wars-terms-and-conditions Some select links of participants promoting the activity on their blogs and other touch points like Facebook event-pages: http://www.praval.com/contests/samsung-corby-wars-support-the-leading-team/ http://www.sensonize.com/win-a-samsung-corby/ http://bridgingdigitaldivides.wordpress.com/tag/samsung/ March 3, 2010 © Scenario Consulting Private Limited 68

Thank You! www.blogworks.in March 3, 2010 69

Samung Corby Colour Wars on Twitter

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Samung Corby Colour Wars on Twitter