A brand promotion document

1. BRANDING
CASE STUDY
CASE STUDY
ONLINE BRANDING
A CASE STUDY
‐Media Mosaic (MM)

2. All marketers some day will have to
y
face their TRUTH.
It comes as a three moment collage.
‐MMs Brand Mantra

3. Why must you Brand?
Three reasons why you want your business to be a Brand are related to
the three MOTs ( moments of truth)….zero, first and second.
Branding is the ONLY STRATEGY which helps you win these three
moments over from the competitive forces. ...
1.It Differentiates You@ ZMOT*
2.It Leads to a Higher Conversion Rate hence more Revenue @ FMOT
3.It Increases Customers’ Lifetime Value as well as referrals @ SMOT
* Read more about Zero Moment of Truth ZMOT at http://www.zeromomentoftruth.com/

4. Overview
Once updated about MOTs, marketers often ask us how to achieve
Online Branding for small and medium size businesses . They
also, almost end up asking : if Branding would help their Search and
also almost end up asking : if Branding would help their Search and
Social Campaigns or vice versa.
Before we show them the co‐relation graph ( on the next page)we tell
Before we show them the co relation graph ( on the next page)we tell
them you can achieve Online Branding by‐
1. Creating and sustaining a consistent positioning on Social Media
1 Creating and sustaining a consistent positioning on Social Media
Space .
2. Dominating the Search Rankings for relevant Keywords

5. SOCIAL – SEARCH CORRELATION
Google Ranking Co
Google Ranking Co‐
relates
‐0.2
‐0.1
0
0.1
0.2
0.3
0.4
Facebook Shares
Facebook Total
Facebook Total
Facebook Comments
Facebook Likes
Tweets
Number of Backlinks
% Backlinks with keyword
Image Count
Keyword in URL
Keyword in Title
Keyword in H1
Title Length
Position of keyword in Title
Word Count
Spearman Correlation

6. ʺIt is only shallow people who do
It is only shallow people who do
not judge by appearances.ʺ
Oscar Wilde
Oscar Wilde

7. THE CLIENT ( case study subject
before he found MM)

8. BACKGROUND
Business Name: Confidential
Location: Malaysia
Location: Malaysia
Industry: Telecom
Services: International Roaming to travellers from ‐
Australia
Singapore
Malaysia
USA
UK
Canada
Features: Affordable International Roaming‐ coverage in over 200
countries

9. CHALLENGE
This Roaming Telephony Company came to Media Mosaic in start of 2012
When the company contacted Media Mosaic, they were confused about
When the company contacted Media Mosaic they were confused about
their objectives. They had very general questions and goals to be
achieved. Their simple aim was to improve their brand visibility amongst
their Target Audience. They also wanted to increase their search rankings
their Target Audience They also wanted to increase their search rankings
and facebook likes, event signups, twitter followers, a mention in tech
magazines and also yes…..the revenues…..Phew!!!!

10. Engineers are really
good at branding things.
good at branding things.
If we had named
Kentucky Fried
Kentucky Fried
Chicken, it would be Hot
Dead Birds.
Dead Birds.
– Vint Cerf

11. How MM strategized for Brand?
1. Positioning
Since they were a low cost service provider we decided to position them
around their savings idea for travelers.
We came up with the creative brief of: Convert Mobile Phone into a
travelers’ check.
2. Brand Execution
The execution strategy for this positioning was done using both social media as
well as search marketing.

12. In preparing for battle I have
In preparing for battle I have
always found that plans are
useless, but planning is
useless, but planning is
indispensable.
– Dwight D. Eisenhower
Dwight D. Eisenhower

13. THE STRATEGY

14. SWOT
Media Mosaic started with a SWOT Analysis to lay down the first steps
h
l
l
h f
in planning.
STRENGHTS
‐
‐
‐
WEEKNESS
Works with an overseas SIM to allow
you to make or receive unlimited
roaming calls.
It works on normal GSM
It works on normal GSM
networks, so you can roam without
trouble.
Its technology is compatible with any
Mobile handset
‐
‐
‐
THREATS
OPPORTUNITIES
‐
‐
‐
‐
Mobile Marketing
g
Positioning
Promoting client’s business with
advanced promotional strategies
(Brand management/SEO/SMO)
Create more engagement for
Create more engagement for
conversion.
No presence on Search Engines
Rankings.
Purchase a SIM of local country.
Need phone line from your home for
Need phone line from your home for
call forwarding facility.
‐
‐
‐
Competition targeting Mobile
p
g
g
marketing in their local areas.
Competition rankings for branded
keywords in Search Engine.
Roaming marketing changes fast and
furious so keeping the stakeholders
furious so keeping the stakeholders
updated on the impending changes.

15. MM BRAND PROCESS
Create
Awareness
Improve
Traffic
Make
Engagement
Get
Results

16. AWARENESS
To create Awareness for this company, Media Mosaic did an aggressive Rich
Text Social Media Campaign around their positioning via:
Text Social Media Campaign around their positioning via:
• Infographics
• Videos
• White Papers
p
• Press Releases
Media Mosaic managed their Social
Platforms like‐
• Facebook
• Twitter
• Y T b
YouTube
• LinkedIn
• Google +
• And other Channels
And other Channels

17. TRAFFIC
Awareness in Social Platforms resulted in Organic & Referral Traffic for
them.
Media Mosaic further topped it up with Search Rankings in both
Google.com and Google.My
Few of the Keywords Media mosaic worked on are‐
•
•
•
•
•
•
•
•
•
International Roaming
Roaming
Unlimited Roaming
Roaming Malaysia
Global Roaming
Global Roaming
Mobile Roaming Free
Roaming Mobile
Cellular Roaming
g
International Sim

18. ENGAGEMENT
Additional traffic was engaged by
proactive attendance, running
polls and inviting blog
ll
d i iti bl
participation. Media Mosaic
topped it further by reducing the
Website Bounce Rate.
Website Bounce Rate
Media Mosaic management of
the Social Platforms helped in
increasing the Friend
increasing the Friend
Requests, Likes, Retweets, Star
Reviews etc.
Additionally, Media Mosaic
curated loads of related content
to deepen the brand
engagement message.

19. Some people make things
Some people make things
happen, some people watch
things happen, and some ask
things happen, and some ask
what happened.
Casey Stengel
– Casey Stengel

20. PLATFORMS USED
Facebook
F b k
Twitter
Google+

21. 2 is not equal to 3, not even
2 is not equal to 3, not even
for large values of 2.
Grabel s Law
– Grabel’s Law

22. THE OUTCOME

23. Is Social Media Traceable?
We tracked the progress via Microsoft tool Brandify amongst other
tracking parameters ( elucidated in next few pages).
Brandify is a web tool in beta that gives a business owner a score/ranking
Brandify is a web tool in beta that gives a business owner a score/ranking
of their online business presence.
Their objectives is as below
Their objectives is as below ‐
Where your business’ overall reputation stands online by way of a
single, overall score, using a number scale very similar to your FICO
credit score.
The specific categories in which your business’ reputation is strong (and
where it’s not), along with specific insights on your local competition.

24. BRANDIFY Score is 757, 850 being the highest

25. Brand differentiates @ ZMOT
Media Mosaic
generated
generated
additional 18650
impressions over 3
impressions over 3
months, i.e. 210
impressions per day
p ess o s pe day

26. TRAFFIC TRACKER
Website Traffic Grew by 50% within 3 months

27. Traffic Increased to 150% within 6 months

28. WIN @ZMOT
Traffic Increased further to 350% within 8 months

29. 0
roam
ming charge
internatio
onal roaming
…
how to diver
rt landline to
…
reapfiel
ld singapore
cheap calls t
to indonesia
one roaming
cell pho
flexi international
roaming
h
how to call singapore from
…
call mala
aysia for free
what is mob
bile roaming
what is r
roaming call
free service
call over
rseas for free
calling usa fro
om malaysia
call mobile
w
worldwide roam
ming service
i
intl roaming
roa
am numbers
save
e on roaming
roaming m
mobile phone
sim card roaming
cheapest roam
ming charges
roaming sim card
free mob
bile roaming
…
telstra mo
obile contact
roaming sim
best r
rooaming
best roaming sim card
roami
ing malaysia
worldwide r
roaming sim
mobile calls
US number roaming
RANKING TRACKER
Avg. position On Google
6
5
4
3
2
1

30. WIN@ ZMOT
62690 Users
Engaged on the
d
h
Social posts in
3 months

31. ENGAGEMENT(CONT) @ZMOT
8321 Users saw the
Page Post
Page Post
In news Feed in 3
months
months

32. Brand Conversion@ SMOT
11.3% Increase in
Sign ups on the
Si
th
website within 3
months

33. WIN @ SMOT
15.2% increase
is users who
is users who
actually made
the purchase
p

34. You guys at Media Mosaic are artists. You have
not only given me perspective on how to
present my business to my clients but also
helped me to become an online brand in my
domain . My sales and smiles are zooming.
I am no longer roaming. I am fixed on you ☺
I am no longer roaming I am fixed on you ☺

35. A lady, sitting next to Raymond
Loewy at dinner, struck up a
conversation.
ti
ʹWhyʹ, she asked ʹdid you put
two Xs in Exxon?ʹ
ʹWhy ask?ʹ he asked
ʹBecauseʹ, she said, ʹI couldnʹt
help noticing?
help noticing?ʹ
ʹWellʹ, he responded, ʹthatʹs the
answer.ʹ
‐ Alan Fletcher The Art Of Looking Sideways
Alan Fletcher, The Art Of Looking Sideways

36. If you need help, with your Online Campaign or
Offline Smiles contact us at‐
Sarika Goel
Business Manager
Media Mosaic
www(.)media‐mosaic(.)com
Email‐ sarika(at)mosaic‐service.com