A look at new concepts, marketing frameworks and paradigms for social media marketing on mobile useful for brands, agencies and mobile publishers. Some award winning case studies included.
2. The Connect
Value Ladder
Traditional Media
Display and Click
To See: “That‟s a Girl”
To Identify: “That‟s Sheetal. I saw her yesterday”
To Shake Hands: “ Hi Sheetal. I saw you yesterday at the Bus Stop!”
To Have a Conversation: “I am Shahrukh, I used to take the bus too. You…?”
To Sustain a Conversation: “I‟ll take this bus every Friday for a movie. Wanna join? ”
Web & Apps on PC
Web & Apps on Mobile
…there are degrees to a relationship, Engagement Models
with people, as with brands.
long friendships are valued most
3. To Connect or
To be the Connect
Media Delivery Social Broadcast
Brand 2 Person: In Private. In Public
Person 2 Person: In Private. In Public
Social Recommendation Social Viral
B2P is where the brand initiates a conversation
P2P is where the brand becomes the conversation
4. So why engage?
-See , Identify Strike a Conversation
-Shake Hands Sustain a Conversation
Display / Interact
Community Models
Predatorial Sustainable
Advertising Engagement
…because to engage is to own a part of the
conversation river where all creatures come everyday
5. ? Mobile Social ?
Lower Reach Higher Reach
Formal usage Intimate Usage
Lower Frequency Higher Frequency
Migrating
“Meal-ing” Snacking
Users
Lower variety users Greater variety of users
Lower Ad Response Higher Ad Response
Tough Integrate-ability Easy Integrate-ability
with other mediums with any medium
Where people go, brands must follow
6. FB Community
Marketing Model
Member API
Paid Ads ?
Shares Integration
Brand User
Posts Likes
User Brand
Members Brand Activity
Page
Brand Presence. Brand announcement.
A pass-through zone populated by Predatorial ads.
7. Twitter Marketing
Model
Paid Member API
?
Tweets Retweets Integration
User Brand
Retweet Lists
User Brand
Followers Brand Tweets
Page
A broadcast mechanism that seeks to capture a
trend window.
8. Strengths &
Weaknesses
Free High Most
Active brand
Low app, group,
Tools Base activity
spam or
life
bot
High All
time format Users Not Open to
Mobile Passive
spent New People, Participation
support activity
Absent is greater
Good Low
Warehouse Free Page No High Not mobile
Churn customization Inactive enabled for rich
possibilities Members UGC
Social Web creators, but not mobile prepared.
9. The Marketers’
Holy Grail…
If markets are conversations, selling is no way to talk.
Selling is a by-product of a conversation.
If the social is a man‟s house, Mobile social is his drawing
room.
You can‟t sell a product in a man‟s drawing room.
That‟s where you make friends.
SOLUTION? Creating Surrogate Virtual properties
10. Surrogate Virtual
Property? Brand‟s Strategic
Attributes
A brand cannot run a
Newspaper, TV or Radio
Active Mobile Brand UGC tools beyond
on Marketing budgets.
Social Space Surrogate text, picture
But New Media has low
capital barriers with high
acquisition cost and drop-
out rate. Subscription-
broadcast tools
Focus on quality content, service, activity ensures low dropout
11. De-
commodification
Users
• Users
Banner inventory is a • Brand
commodity on mobile.
(Not yet on FB & • UGC
Twitter social) UGC
• Brand
Excess is not valued by Admin • UGC
brands. Even lesser by Curated
• Brand
users.
Seamless integration with social experience
Commodification of inventory is commodification of brand & of user
12. Brand
Settlements
I want I want a
Mobile Social Properties to stage to
perform
are cities with people look
focused on one or more I want
Brand-
App-
I want to listen old
activities friends New
friends
Brand I want
Brand Group-
Do not drive your Bus TV- new
Talent
Trailers friends
through it.
Create a gang, a club, a colony, a settlement.
13. Social
Programming
Media
The Social Mobile space
is deceptively Social Customised
fragmented and platform Campaign
specific.
Interpretation
A story well said on
Facebook is not read on
Pinterest and turns into a
quotation on twitter.
Admin programmed campaign cycles converting social network to
social media experience
14. Stages of Social
Programming Viral is grossly Don‟t wait for
over-estimated, the user to
Tactical under-used and come to the
completely shop. Let the
Brand
misunderstood as shop go to the
campaigns self-driven user.
Social programming is strategic and incorporates multiple
tactical campaigns, bringing down Cost/Acquisition
15. The Viral & The
Brand Brand
Story
"To give a text an
Author" and assign a Epic
single, corresponding
interpretation to it is
to impose a limit on User
Brand
Interpola
that text.” – Roland tions
Barthe
Allowing users to participate in the Brand
formation
16. Measurement
Matrices Views,
Clicks Does more visits
No common
Mean better
Measuring tool
Members relationship?
Across mobile
platforms? Subscriber
How can one
Should two
s
User measure
sentiment?
campaigns
Be measured by Likes,
the Shares,
Same matrix? Activity
Participat
ion
This is Social. How do you measure a relationship?
17. Value Pyramid of
Social Measures
Subscribe Time spent/ User
UGC Participation
Passive Participation Churn
Activity Viral Views Active
members/
Comment, Share Subscribers
Like
Ad Response Intention
Ad View<Target Ad View
Each Campaign should create its own combination matrix, unique to platform,
space, objective
18. Case Studies
Nokia Mobile Antakshari:
Game Show 1st time on
Mobile
Objective: Core proposition of Nokia Asha phones –
that of music and entertainment for everybody.
Objective was to create a social engagement
proposition in line with the same.
Solution: RockeTalk partnered with Nokia and
Maxus, to launch Nokia Mobile Antakshari, allowing
users from anywhere in India to participate
simultaneously on their mobile phones.
Won a silver at the Smarties MMA awards 2012
Sustained Vital Connect…
19. Case Studies
Nokia Mobile Antakshari User Journey
Users were reached by inbox broadcasts and multimedia
banners
Users joined the Nokia Mobile Antakshari community and
played X open rounds and one Gala Final Round
Users had to listen to tracks, music and guess movie
names, songs.
Campaign Results
Users were given alphabets and had to record and sing in
Total Users who played: 313750
Users who played All Questions: 103020
Audio Entries: 122581 6 finalists to needed to finally compete in the final round
Users who shared questions: 62887
Views of audio entries: 12 m + Each question and interaction referred back to the 40-lakh
views songs with Nokia200
Sustained Vital Connect.
20. Case Studies
Channel V Wake-athon
Objective: Channel V‟s exhausted
(Channel V is analogous to MTV in the
subcontinent) was a reality game show that
required 8 finalists to stay awake for more
than 48 hours, doing impossible tasks. And
Channel V wanted a different mobile
media campaign.
Solution: RockeTalk replicated the same
on its social mobile environment, using a
program called Wake-a-thon, where users
participated & sent audio/video entries of
the tasks they were asked to perform.
It was like replicating the TV show, only
this time at a larger scale and on mobile.
21. Case Studies
Nokia Channel Me
Objective: To create a viral of conversations around Nokia Channel Me
& cricket and stimulate sharing and viewing of the videos created by
users. A minimum of 2,500 UGC videos as per Nokia Channel Me
requirement.
Solution: A mobile version of the Nokia Channel Me was created on
RockeTalk as a community and promoted via home screen tickers,
display banners, multimedia inbox broadcasts.
Users joined the community and posted videos based around the IPL
theme. Discussions/talk shows were held around the theme and more
than 7K UGC videos were uploaded on the Nokia Channel Me website!
4 winners declared, 1 each from Chennai, Calcutta, Delhi & Mumbai
based on their participation & got to party with the IPL stars.
1st Nokia presence on Social Mobile
23. Case Studies
Nokia Channel Me
Videos produced and posted on the Nokia Web property were largely
powered by RockeTalk
24. Case Studies
Fanta Orangy Masti
Objective
Fanta wanted user to associate the „Uchhal
Uchhal Jaye‟ ad track with the attributes of
springy, bouncy masti associated during the
Holi festival.
26. Case Studies
RockeTalk PRBT for YouTube
Objective
YouTube had launched a „special song‟, a kind
of unofficial anthem to cheer for the Indian
Squad to Olympics 2012 and wanted to
distribute this anthem through social
engagement.
Solution
Mobile innovation – the PRBT or the Profile Ring Back Tone - for the
social distribution of this anthem.
the PRBT (Profile Ring Back Tone) sits on the user‟s social profile page
and plays every time a visitor or friend visits it.
The innovation is a first of its kind done by a brand in
the mobile social space.
27. Case Studies
RockeTalk PRBT for YouTube
User Journey
• The user journey was kept simple without taking
away its social dimension.
• Users were invited to take a pledge with
YouTube, supporting the Indian Olympics team
and urged to set the YouTube special song as their
Profile Tone in support of the Olympics spirit.
• Users simply had to click on an invite banner or
an invite message in their inbox and the
inspirational tone was automatically set as their
profile tone on their social profile page. Unique users who set
• The moment anyone visited the profile, the
YouTube track played on its own as the Profile
YouTube PRBT: 1,34,430
Tone.
YouTube PRBT „listens‟:
28,13,581
Won a silver and a bronze at the
Smarties MMA awards 2012
28. …the team that designed
the campaigns mentioned
Publishers: RockeTalk
Pooja Daswani, Campaign Manager: pdaswani@rocketalk.com
Arvind Joshi, Creative Head: arvind.joshi@rocketalk.com
Sameer Agarwal, CMO: sameer@rocketalk.com
Agencies:
Nokia Antakshari, Nokia Channel Me, YouTube PRBT – Maxus (Group
M)
Fanta Orangy Masti – Reprise Media
The FB ‘groups’ right now are a bad example. The users are dead members. The groups have no consistent activity/content centre. So users rarely return to them. The numbers swell because of user inertia – they simply forget about the group and never “unlike” – unless the group spams them too much.