A show case of our work which is around KPI/performance-led Influencer Marketing across Facebook, Instagram, YouTube and Twitter. We have done uniquely interesting work around Long Tail Virality on YouTube and Video SEO (on steroids) and Speed ORM. We work with a long tail of top YouTubers across India. Geographies: India, Singapore, Malaysia, Indonesia and Middle East, Eastern Europe

1. Word of Mouth and Content Marketing Specialist
Engineering The Social Spread
Content Marketing

2. A Look at Social & Mobile First
India
The Need for Social Catalyzers

3. A Changing India: Social & Mobile First
MMS Trend: Mobile, Media & Social
Internet growth in
non metro town
58%
Fastest Growing Internet
Market in the World
400
mn
Active Smart Phone
Users in India
120
mn
E-commerce
Market in India
675
$ Bn
Facebook Biggest
Engagement Platform
in India
175
mn
Spends up 45%
4000 Cr + Market
Organic Reach
Down to 1%
Real Time Content
Consumption &
Conversations
90% of Buying
Influenced by WOM
& Reviews Online
Driven by Regional
Influencers &
Communities
Source: Google & Facebook

4. Paid
Media
Earned
Media
Owned
Media
The ideal World
#101

5. Paid Media
Earned
Media
Owned
Media
Shit, we are not getting
the reach and
engagement we
projected. Put some more
dollars into promoting our
social efforts
Present
Day Reality

6. Paid Media
Earned Media
Owned
Media
So How Do We
Get back to the
ideal State
& Thus…
SOCIAL
CATALYZERS

7. Content Marketing | Influencer Engagement| WOM & Buzz
At Social Catalyzers we
o Spread the Idea
o Set the Trends
o Create Opinions
We understand the power of Word of Mouth & Dark
Social. Our network of 1000+ Social Media Influencers
and Bloggers help catapult your Brand.
Helping Your Idea stand out of the clutter, Travel to the
Right Audience and have a life beyond paid media.

8. Driving Content Virality across Social – The
Science
Step 1.
Content Creation and Upload
with Platform tags
Step 2.
Seeding through the Relevant
Enablers, Dark Social &
Communities
Content
Social Enablers
Aggregating
Communities
+
Step 3.
Creating Buzz & Virality through
incentivized Alpha Users
Step 4.
Large Scale Organic
Consumption of Content

9. Brands We Have Delivered on
Delivered Results & Engineered the Social Spread Leading Brands

10. Brands We Have Delivered on
Delivered Results & Engineered the Social Spread Leading Brands
…& Many More

11. Validated by Industry Leaders
“Social Catalyzers are a bunch of crazy nerds,
delivering great virality on our branded YouTube
videos. They have been able to deliver organic
views across all our campaigns through out
Africa, India, Singapore & Middle East. We have
done exciting work with the team in 2016-17 &
look forward to working with them in 2017-18“
ANKUSH MANCHANDA
HEAD DIGITAL MARKETING, BACARDI - SE ASIA,
INDIA, EMEA
“Social Catalyzers gave us a unique set of
Content Marketing solutions for our campaigns
across Social Media platforms...from Video
Virality on YouTube to Search Trending on
Instagram...They are now a regular fixture given
that they live by engagement metrics and
performance...and a lot of joy for our clients
across Dentsu Aegis Network India. “
PRASHANT NANDAN
DIRECTOR - DIGITAL TRADING & BUYING AT
DENTSU AEGIS NETWORK

12. Validated by Industry Leaders
“…helped us to deliver organic growth of our
videos on various social media platforms like
YouTube, FB and Twitter….is always ready to
deliver. Their ideation and social media learning
is also very strong ... The metrics delivered by
the team has always been above our
benchmarks and that’s something which is very
rare in today’s day and age.“
HARSHIT SHAT
DIGITAL HEAD, CEAT TYRES
“… Social Catalyzers is probably one of the best
experts around to ensure maximum mileage for
your content. Currently, amount of content is
exploding and users' attention span is reducing,
increasingly difficult to achieve message
amplification. Worked with them on multiple
occasions to promote campaigns, TVC on various
social platforms like Facebook, Twitter &
Instagram and YouTube as well…Really impressed
with team's knowledge & dedication …planning
skills to ensure success!!“
GAGAN ARORA
CMO, FOODPANDA

13. Delivering: Virality, Conversation & Opinion
Service Offerings @ Social Catalyzers
Social Enablers
Aggregated
Communities
Big Idea
- Content Virality via
Long Tail & Search,
- Engagement: Views,
Likes, Comments &
Shares
- Engagement: Views,
Likes, Comments &
Shares, Live
- Twitter Trending
- Buzz Creation
- Followers
- Instagram Search
Discovery
- Engagement: Likes &
Comments
- SPEED ORM:
Opinion Management
- Review Management
- User Generated
Content
- Distribution &
Digital PR
- Drive Traffic, Installs
& Usage on Digital
Assets

14. Engineered the Model & Method
4 Core Ingredients that Guarantee Buzz
Influencer &
Community
Selection of Right
Influencers and
Communities Based on:
Brief and Historical Data
& Category Learning
Monitoring &
Optimization
Real Time Monitoring
and Campaign
Optimization to Ensure
Campaign Objectives
are Delivered
Execution &
Seeding
Scheduling the
Seeding Activity to
Ensure Maximum
Impact
Creative
Messaging
Content Adaptation &
Message
Recommendation: In
House Creative Team

15. Influencers, Content Creators,
YouTubers, Celebrities, Communities

16. Could Influencers
and Communities
be held to KPIs?
Branded Content almost always underperforms
compared to their regular non-branded content/non
So how do you get your ROI?

17. Success of your digital campaigns?
We Ensure the KPIs!
Social Catalyzers will ensure that Influencers or commit certain KPIs and meets them as a
part of your campaign in terms of highest reach and visibility by giving you the desired
engagement and views on your piece of branded content.
Guaranteed
Reach
EngagementConversations Views

18. Vs
Average
Views
Archana’s
Kitchen
Gets:
127K
A Branded
Video with
Social
Catalyzers:
1 Million+
Depth+Reach
A Unique Approach: Commitment on KPIs

19. Largest Selection of Communities
& Influencers
by Genre & Following: Over 5000 Influencers, Celebrities & Communities
Total Follower Base on Facebook
& Instagram
(Potential Reach of Partner pages)
168 Million+

20. Influencers Across Niche Categories
(& Much More)
Fitness Parenting Yoga Fashion Mothers Beauty
Travel Tech Auto Food/Cutlery Celebrities

21. Regional Is going big on Digital and we’re
prepared
A wide range of Influencers, Content
Platforms, Content Creators, YouTubers,
Celebrities, Micro celebrities and Communities
From every part of India
Key markets and sharper solutions
Drive conversations and talkability along with visibility
and reach region wise.

22. Leading Male Lifestyle Influencers
Category Leaders and Alpha users
the.style.doodlerstylehighness aman_singhvirkranawat.official

23. Leading Female Lifestyle Influencers
Biggest Pool of Lifestyle Influencers in India
larissa_wlc aakritiranagill thatbohogirl curious_components

24. Sample Influencers
Food/Lifestyle/Travel/Fitness
106K
Followers
25K Followers
534K
Followers
112K
Followers
184K
Followers
82K Followers

25. High Reach YouTubers
An Opportunity
to
Engage Millions
Deeply
Organically

26. Exclusive and the biggest content creators
on YouTube
Some of biggest and fastest growing youtube content creators in India who are working
with us:
Facebook: 4.4 Mn
Youtube: 6.7 Mn
Instagram: 0.8 Mn
Twitter: 35 K
Facebook: 1.6 Mn
Youtube: 3.2 Mn
Instagram: 1.5 Mn
Twitter: 94.6 K
Facebook: 1.4 Mn
Youtube: 1.9 Mn
Instagram: 143 K
Twitter: 2 K
Facebook: 2.3 Mn
Youtube: 1.5 Mn
Instagram: 106 K

27. Amit Bhadana
6.8M Channel Subcribers, 10-20M views per video
Harsh Beniwal
3.25M Channel Subscribers,5-10M views per video

28. Content Integration Video for Axe Ticket Launch
with Harsh Beniwal : 6 Million+ views

29. YouTubers From South India
Each Content
Integration with our
channels is backed up
with guaranteed
commitment on the
minimum number of
views.

30. Integrated Social Outreach
Client: TooYumm
+ + +

31. TOOYUMM
• Total Engagement on all the posts of Facebook and Instagram :
350 K+
• Total number of 2.48 Million + views achieved on Facebook.
• Total Reach on Facebook: 8.46 M+
• Total number of 2.1 Million + views achieved on Instagram.
• Total number of 1.05 Million + views achieved on Youtube.
• Total Story Reads of Partner Article: 107 K+
• Total Number of conversations on
Twitter: 12000
• Total Impressions on Twitter: 90.1 Mn
• Total Unique Reach: 34.8 Mn
• Number of users engaged with the
hashtag on twitter: 2200
Integrated Digital
Brand Launch

32. Twitter Impact
Conversations 5218, Impressions 38.1 Mn, Unique Reach: 11.8 Mn

33. Pictures of Virat with the Facebook & Instagram pages, where
Virat is seen snacking but the product is not visible.
Facebook Impact: Pre Launch + Launch
Views: 2.48 Million +, Total Engagement: 350K+

34. Instagram Impact:
Views: 2.48 Million +,Total Engagement: 60,000+

35. Impact Content Platforms:
107 K+ Story Reads
https://www.wittyfeed.com/story/62097/try-too-yumm-super-healthy
Brand Objective: To deliver a Branded story on TooYumm -the secret to Virat's health and drive virality
256 K
Reach
52 K
Story Reads
https://www.wittyfeed.com/story/62091/facts-you-dont-know-about-virat-kohli
505 K
Reach
56 K
Story Reads
33 K
Engagement
13 K
Engagement

36. Virality! Engineered!
YouTube Virality via Long Tail Organic Traffic

37. What is it?
The Social Catalyzers’ Long Tail Virality
process simply relies on the simplicity of the
power of "Organic" traffic (Paid Earned
And Pure Earned) and this is ‘Cross
Platform”
This in turn results in platforms like YouTube
supporting the content to be made more
discoverable on
Search And Recommendation.

39. Public Service Message Viral Through Social Influence
#NoMoreFunny | CEAT
Delivered Over 1.47 Mn Views
1400 + Positive Likes
• Road Safety Campaign with focus on
being a responsible citizen
• Non Patronizing Format of Delivering a
Public Service Message
• Seeded through relevant influencers and
communities
• Somehow Achieved #5 on YouTube
India top popular videos
• Quality: Achieved Over 70% video
view completion Rate

40. How the Views Build up
Went Viral as
soon as it was
released,
achieving 800k+
views in less
than 3 days

41. Enabling Rexona Video Content Discovery & Virality through Content
Seeding
Seeding Across Pages With Over 10 Mn Cumulative Followers
Also Published on Bengali News Platform, Sangbad Pratidin

43. Getting TV Ad Content to Achieve Over 1 Mn
Views through Virality - 116% over delivered
Delivered Over 1 Mn + Views
• Youtube Video “#FullPaisaVasoolSale –
Genie Ko Bolo No Thanks!” on 25th Jan 2017
• Video also was among top popular videos
• Total number of 1 mn+ views achieved along
with an engagement of 200+ Thumbs up –
against the planned 500K commitment. The
Long tail effect garnered another 0.6
million more post activity!
• Reliance Fresh YouTube channel gained
more than 500 new subscribers during the
activity.
• Over 12000+ added in successive
Social Catalyzers’ campaigns

44. And the Media agrees!
Brand Equity- YouTube
Leader Board- The
Unskippables
Reliance Fresh: No 6
most watched video in
January 2017
Every Month Is a SoCat
Month!

45. 19-May-17
26-May-17
2-Jun-17
9-Jun-17
16-Jun-17
0
2000
4000
6000
8000
10000
12000
Power of Sustained Youtube Social Enabled Activities
Consistent growth in Channel Subscriber Base

46. Food, Humour & Feel Good Content Always Win
20k+
Total Engagement
200k+
Unique Reach
40k+
Views
• Youtube Video “#IndiaKhayegaHeroVeg - Cabbage
Pista Palak Kheer” was among India top popular
videos that week
• Total number of 491,000+ views achieved along with
an engagement of 1,000+ Thumbs up and 95
comments.
• RETENTION – 73% VIEW COMPLETION Rates
• Reliance Fresh YouTube channel experienced a
whopping 227% hike with a gain of 1200+ new
subscribers.

47. YouTube Video SEO and Solving a Problem

48. Veet Trimmer: The Challenge
• Video posted by The_MakeUp_Biome
• Tagged as Veet Sensitive Electric
Trimmer
• Achieved Over 1 Mn Views
• With Over 4000 + positive Likes
• 253 Comments
• Avg Video views only at 4000 except
for this video
• Indicating paid boost / influencer push
on this video

49. Veet Trimmer Proposed Solution
• Drive Organic Views, Comments and Shares to DelhiFashionBlooger Video
featuring a favorable review of Veet Trimmer
• Deliver over 1.5 Mn Views and ensure that the video on carries far!
• Hoping No 1. position on search result page when someone searches for
Veet Trimmer

50. Results: 3.4 Mn Views
– Over 3.4+ Mn Video Views !
– Video was among India most popular videos!
– Video to appears among the top results on various
searches for Veet Trimmer - 50%+ views driven by
‘search’!
– Over 26.8K Engagements: 24000 Positive thumbs-
up (Likes) & 100+ comments on the video !
– Subscribers added on YT Channel: 4500+!
– Video completion rates over 70%!

51. Search results
Search: “Veet sensitive touch trimmer India
review”
Search: “Veet”

52. Search results
Search: “Veet Electric Trimmer” Search: “Veet sensitive touch electric trimmer”

53. Facebook Engagement
• Speed ORM,
• Engagement: Likes, Comments, Shares
• Community Seeding
• Facebook Live Engagement

54. Facebook Live
Leverage Influencers and Brand assets to
go LIVE with and adrenalized engagement
and live seeding
• A Case Study:
– Seed planned questions and
participation to spread
– Multiple instant shares of ‘live’ link
– AND (&) TV "Queens Hain Hum" show,
The FB Live event generated 51K
views+, 1500+ comments, 2000+
Likes/Reactions using Influencers in
30minutes session.
– This is literally the Twitter trending
equivalent on Facebook. The 'Live' video
garnered a lot of traction since as it
gained salience among posts on a Brand
page given its superior engagement.

55. Twitter Virality
• Trending Hastags
• User Generated Content UGC
• Videos
• Memes
• Adapted Campaign Content
• POLLs

56. Starting a Cultural Trend & Hijacking Twitter
• Launch of Stan Smith Sneaker Shoes
• Adidas became the Trend Setter for “Shoefie”
• Multiple trending through out the campaign
national and Citywise
 #COURTRIP
 #SHOEFIE
 #STANSMITH
 STAN SMITH
 Shoefie
 #adidasStanSmith
• Generated almost 325 M of Impressions with over
41,000 mentions
• 5000+ Shoefies were submitted on Twitter and
around 500 Shoefies on Instagram

57. UGC Engagement With Reaction Videos
• Stain Reaction Challenge
• Asked People: What’s your wildest Stain
Reaction?
• Multiple trending through out the campaign
nationally
 #DaagSeKyaDarna
 #DaagSeKyaDarnaDay2
• Generated almost 150 M of Impressions with over
17,000 mentions
• 120+ Reaction videos were submitted on Twitter
• Compilation of the best videos was made by Asian
Paints

58. Instagram Virality
• Building Communities via ShoutOuts
• Driving Discovery using Search, Views &
Engagement

60. Growing Instagram Through
Social Influence
Eventually lead to you being able to utilize influencer marketing more effectively.
• Instagram shoutouts are important for growth.
• Quickly and easily expose your brand to an
audience to over 40 million people.
• Utilizing Instagram shoutout pages,
• Drive your Instagram profile with great content,
and become a big player on Instagram.
Consistency
Visibility
Clear Communication

61. Let your content filter the audience for you
While you’re already engaging category Influencers, Increase the visibility for your brand.
FoodHealth Fitness Electronics/Gadgets
Fashion/Lifestyle
Viral Pages
Viral Pages: 50 Million Base
Across categories
Health
Fitness
Electronics
Fashion
Food
Category Influencers,
Blogger: Base of a Few
Thousands
X Category
COMPARISON: Considering conversions from a Shoutout with followers as main KPI

62. Creating Virality For Follower Growth
It has to be a mix of both to achieve your next milestone
Custom
Content
Niche
Specific
Influencers
Viral Pages
+
Depth Drivers
Width Drivers
While you’re getting your sharp targeted users from Niche Specific
Influencers, it’ll be very difficult to scale your profile followers just by them.
Reach more people through Viral Pages and LET YOUR CONTENT which is
being used for the shoutout drive relevant followers to your profile for scale
by reaching out to bigger chunk of Instagram Audience.

63. Seeding Brand Content in most Popular Communities: Providing
Reach and Driving Followers
Total Follower Base on
Instagram (Potential Reach
of partner pages)
50 Million+

64. Instagram Global Trending Content Discovery & Virality
Global Top Content When Searched for Specific Keyword
The user searches for Fashion or Food any other
category hashtag as defined
The Brand video or content will appear as
the top content (1 among the 9 top pieces of
content that Instagram Features)
Drive Engagement/Views to
Brand Content

65. Benefits: What Can we Expect from Instagram Trending
Fun, Lifestyle, Fashion Food,
Travel/Outdoors, Fitness, Cute,
Auto, Pets, Motivational & ‘Self love’
are the among the top categories on
Instagram

66. Friendship Day
Campaign
August 2017

67. 150k+
Total
Engagement
4 M+
Impressions
#4
On GLOBAL Instagram Top Search
on “#Friendshipday” with over
200,000 Posts
400K+
Video views
Over 4 Mn Impressions & 150 K + Engagement
Across All Social Platforms

68. Global Instagram Top Search Result on
Friendship Day
• Instagram Video reached top 4th Post on Hashtag
“#FriendshipDay” on 6th August 2017
• Video stayed in top search trending section for more than 4
hours.
• Total number of 254,000+ views achieved along with a 45,000+
engagement on the post.
• One of the other video showed up as the 2nd most popular post
on hashtag “RealDosti”

69. Instagram Engagement Through Relevant Communities
• Primary Hashtag“#XmasWithPC” trended on
#1 position nationally for more than 6 hours
on twitter.
• Keyword “Priyanka” showed up in national
trends on twitter with #XmasWithPC
• Over 500k+ organic views on Facebook
posts.
• Over 30k+ organic views on Instagram posts.
• Total number of users engaged during all
activities were 36000+ on platfroms facebook,
Instagram and twitter.

70. 3rd Party Polls: Take On the Competition
• Win the Voice of the People –
People’s Choice
• Get Relevant Influencers and Blogs to
host Twitter Polls
• Drive PR machinery to disseminate
the “victory” of the “Voice of the
people”
• Trend the same on Twitter
#BetterThanXYZ

71. Launch
Speed ORM

72. Positive Conversations Visibility on Social Media Posts by
Bloggers

73. Speed ORM - Approach
Managing Repuation Visibility
• Real time Cordination with the Social Media team/PR team
• Conversations managed on all Owned, Earned & Paid media across
platforms: Facebook, Blogs, Websites, YouTube
• Tonality defined – “Excited”, “Feature Highlights”, “Price wows” etc
Methodology:

74. Positive Conversations on Social Media Posts by Bloggers
Publishers Faceboo
k
Twitter Youtube
Lenovo 210 50 45
Gadgets 360 22 30
India Today 83 20 10
SharmaJi Tech 25 20 10
iGyaan 64 10 10
BGR India 104 60 10
Phone Arena 52 20 10
Phone Radar 10 10 10
Positivity Managed!

75. Drive Quality Traffic
• Drove relevant traffic
through social Media
platforms
• 1.5 Lakh Organic Visits
Delivered in 15 Days
• Delivered Retention of 45
Seconds
• Preferred Partner for
Driving Traffic

76. Looking Forward to Enabling Your Next Social Spread!
Talk to us… SocialCatalyzers.com
kalyan.kumar@socialcatalyzers.com