My talk at Mobile Social Networking Asia, HK which was organised by NeoEdge. India mobile volume, many believe, can potentially create in a couple of years, same size of market as Japan.

1. Learnings from SMM on the Web
Mobile Social Networking Asia, Hong Kong
20 May 2010
May 27, 2010 © Scenario Consulting Private Limited 1

2. About Us

3. About Blogworks®
Blogworks™ helps global brands and
organisations engage stakeholders in
conversations to share, build
communities, draw insights and co-
create offerings for business impact.
• A consulting firm delivering strategic social media and
technology solutions
5/27/2010 © Scenario Consulting Private Limited 3

4. A few recent successes
Fastrack – India‟s Samsung Mobile India KnockingLive
most loved youth
fashion brand. In the duration that we Global blockbuster
worked on the brand, app for iPhone &
One of the longest Samsung entered the Android. We are
sustained and digital brand index (by part of the global
amongst the most Edelman and marketing team.
successful social Brandtology) at #7 and
media reached #4 in the second
programmes in edition of the index.
India.
5/27/2010 © Scenario Consulting Private Limited 4

5. Global Trends

6. Global
Percent of Subscribers Accessing Jan -09 Jan - 10 Change %
Social Networking via Mobile
Browser
All Mobile Phones 6.5% 11.1% 4.6
Smartphone 22.5% 30.8% 8.3
Source: comScore MobiLens Mobile Browser Access to Social Networking:
Smartphone vs. Feature Phone
3-month average ending Jan. 2010 vs. Jan.
2009
Total U.S. Age 13+
Smartphone users access SN more often, growing faster
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7. Global
Mobile access to web SN Now Previous Change %
Total Audience (000) Jan - 09 Jan - 10
Facebook.com 11,874 25,137 112
Twitter.com 1,051 4,700 347
Source: comScore MobiLens Number of Mobile Subscribers Accessing
Facebook and Twitter via Mobile Browser
3-month average ending Jan. 2010 vs. Jan.
2009
Total U.S. Age 13+
Rapid growth on SN access through mobile
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8. India

9. 600 million subscribers
May 27, 2010 © Scenario Consulting Private Limited 9

10. Growing 12 million a month
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11. Voice = 0.0066 USD a minute
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12. VAS = 8 percent revenue
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13. VAS Economy
Ringtones
Caller
Games
tunes
VAS
Economy
Wall
Astrology
papers
Music
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15. Scenario
Number
Saturation
?
Changing
Falling
Consumer
s India Voice Rev
Mobile
Market
Single
Fragmenta
Digit VAS
tion
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16. Land grab to a maturing market

17. Industry answering through
Smart
Phones
Always On
India
3G
Data
Mobile
Social
App Stores
Networking
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18. New operators growing data market
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19. Social networking driving youth traffic
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20. Mobile Networks Profile
Mobile to Mobile
Mobile to
Integrators
Web
Hybrids
5/27/2010 © Scenario Consulting Private Limited 20

21. Mobile Networks Usage (intuitive, don’t have
conclusive data to prove) Tier 2 cities and smaller towns;
cross geography, SEC B;
connecting strangers
Mobile to Mobile
Mobile to
Integrators
Web
Tier 1 cities, SEC A;
Currently favouring Tier 2 existing connections
cities and smaller towns;
may change with concepts Hybrids
like oc2ps coming in, SEC
A, B
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22. Mobile traffic growth is zooming ahead
India generates 2nd highest mobile web traffic on the AdMob platform
following the USA
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23. Patters are repeating themselves
Sports Sites Overall
Source: Informate Mobile Intelligence, May 2010
100 percent increase in user interest on IPL – season 3
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24. Key findings shared by Informate
 Overall the SMS based promos garnered low response.
 Amongst the 3 SMS based promotions which were heavily aired on TV,
only “Pepsi the game” showed some interest amongst our panelists
peaking in the 4th week after which the interest wane.
Demand for real engagement on the rise
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25. Voices
May 27, 2010 © Scenario Consulting Private Limited 25

26. “For us, if one was to compare mobile versus web – mobile has
still been a 1 way street. Engagement is much higher on
Facebook, likely given the user’s comfort level with Facebook.”
May 27, 2010 © Scenario Consulting Private Limited 26

27. “A community come alive when you have 10-15%
participants active, critical mass needs to be
built.”
May 27, 2010 © Scenario Consulting Private Limited 27

28. “People see brand messages on
the mobile as intrusion. ”
May 27, 2010 © Scenario Consulting Private Limited 28

29. “We did a mobile coupon activity but our dealers turned down
some of the users – mindset change has to come. It has
happened with social media (web) – dealers demand it now.”
May 27, 2010 © Scenario Consulting Private Limited 29

30. “I am looking at spending 10% budget on
digital, but only 1-2% of that is on the mobile.”
May 27, 2010 © Scenario Consulting Private Limited 30

31. Learnings
May 27, 2010 © Scenario Consulting Private Limited 31

32. Social media on the web is mainstream

33. Time to build positions on the mobile

34. “At the end of the day, its the
same ball game, but a different
arena! :-).”
Ekta Rohra Jafri
Media Experience Manager, Blyk Inc
May 27, 2010 © Scenario Consulting Private Limited 34

35. “Brands have to understand
that this is content play.”
Chirag Jain, Vice President
SMS Gupshup
May 27, 2010 © Scenario Consulting Private Limited 35

36. Campaigns >>> Strategic programmes

37. Emergent VAS Economy
Money
transfers
Social
Music
Gaming
VAS
Economy
Dating Apps
Location
based Shopping
services
5/27/2010 © Scenario Consulting Private Limited 37

38. We are living in an increasingly exhibitionist world –
possessions, relationships, actions need to be flaunted

39. Brands are an integral part of our lives

40. Friends trust friends

41. Social Media is influencing purchase
Peer Reviews Expert Opinion
Company website
Advertising
Media
BTL
Others
Marketer’s view
(Transparent, conversational)
5/27/2010 © Scenario Consulting Private Limited 41

42. Metrics for Explicit Viral Loop
Call of action
User to invite
friends
X = invited friends
Accept
Y% = accept rate
X * Y > 1 gives you viral growth
5/27/2010 © Scenario Consulting Private Limited 42

43. Our social actions impact purchase

44. Tip #1 Web timelines married to
the mobile deliver a multiplier…

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46. Social Media Impact on Purchase
Impact on Home page When ads When ads
ads mention coincide with
friends who mention of
are fans friends (who
are fans) in
timeline
Ad Recall 10% 16% 30%
Brand Awareness 4% 8% 13%
Intent to Purchase 2% 8% 8%
Source: Nielson Facebook Study, More than 800,000 Facebook users
April 2010 Ads in 14 categories
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47. Social Media Impact on Purchase
Users who saw Ads Users who also saw mention Users who saw organic
in ads mentions without ads
18 million 1 million 1 million
Users who engaged Users who engaged Users who engaged
1% 4% 4
Source: Nielson More than 800,000 Facebook
Facebook Study, April users
2010 Ads in 14 categories
Organic is more effective…keep an eye on cost.
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52. Tip#2 Social media is not about Buzz alone

53. For us, Social Media is not about buzz alone

54. Customer insights
Reach out to customers/ users
„We have three
products in the
market, which one
would you want to „We want to enter
see on the a new category, „What do you think
shelves?‟ what do you we should do next?
think?‟
How much would
you pay for it?
5/27/2010 © Scenario Consulting Private Limited 54

55. Case – Knocking live video*
* Blogworks client
May 27, 2010 © Scenario Consulting Private Limited 55

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57. “Crowdsourcing can become better on mobile
networking because of the probability of a wider
response base and instant feedback. Think surveys.”
Madhavan Narayanan
Senior Editor, Hindustan Times
May 27, 2010 © Scenario Consulting Private Limited 57

58. Tip #3 Remember, communities belong to users

59. Tip # 4 Find your evangelists

60. 2:20:200:200000
Reach
Volunteers
Ambassadors
Core group
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61. Tip # 5 Offer content that matters, build
conversations and value around it

62. Case – SMS Gupshup
May 27, 2010 © Scenario Consulting Private Limited 62

63. Mumbai traffic police community alerts users
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64. Traffic Communities by ICICI Lombard
- Surrogate Advertising
Objective:
 Brand awareness among car owners in major Indian cities
Activity:
 Traffic alerts sponsored by ICICI Lombard in Mumbai &
Bangalore
 Useful information provided to subscribers in From: TRAF-MUM
partnership with Traffic Police of the cities Two B.E.S.T. Buses
Stalled at Gamadia
Result: Junction, traffic
towards R.T.I.
 32,500+ citizens benefited with timely alerts Junction & Kemps
Corner is slow.
on road diversions, bottlenecks & incidents -Visit
icicilombard.com for
 Favorable brand association with relevant TG your car insurance
needs T&C apply

65. Tip #6 Bite sized works

66. “Considerations of the device as a
content originator have to be made. I
don't think Facebook does this enough.”
Ekta Rohra Jafri
Media Experience Manager, Blyk Inc
May 27, 2010 © Scenario Consulting Private Limited 66

67. Tip #7 Call for action

68. Case – Channel [V] relaunch
May 27, 2010 © Scenario Consulting Private Limited 68

69. What is RockeTalk?
250000
200000
150000
100000
50000
0
New Users
Available as Mobile Application & WAP
Personal Pages, Friend Network, Communities, Downloads & Messenger
Unique Feature: Can record & send P2P video, audio & photo messages

70. Case Study: Channel V
The Challenge
Channel V was re-launching.
V-Exhausted was to be their launch contest-
reality show on TV
They were seeking a low –cost marketing
solution that could penetrate Provincial India
for high brand visibility at low cost
Also, Channel-V wanted a solution that
enabled rich media creation, sharing and
consumption
The RockeTalk solution needed to complement the Channel V show Exhausted…

71. Channel V’s exhausted was a reality
game show that required 6 finalists to
stay awake for more than 48 hours,
doing impossible tasks…
RockeTalk replicated the same on its
social mobile environment, using a
programme called Wake-a-thon!
A new build was developed
for Channel [V]. Although the
campaign was available on
the basic RockeTalk
environment too.
Channel [V] Exhausted on RockeTalk

72. The Wake-a-thon
Launch activity: Wake-a-thon
You can win a Digital Camera;
simply answer 48 questions in
12 hours. Think you can do it ?
Be part of 12 hour Channel [V]
Exhausted Wake-a-thon from
21st Aug 11 pm to 22nd Aug
11 am. We will send you the
details shortly in your inbox.
Audio jingles promoting the
contest auto-played when
page rendered.

73. The Wake-a-thon
Qualifying stage: preliminary contest
Shortcut to Fame:
Famous hone ka simple funda.
Video banao-Famous ho jao!
Bhejiye humein apna video
aur bataiye kya hai aap
mein alag jo Channel [V] par
dikaya jaye aap ka video.
Top 8 entries ko milega
ek special inaam.

74. 8 RockeTalkers Selected to play…
Tasks given every few minutes, videos posted live
Rules and Regulations to play Wake-a-
Check out the profiles of 8 RockeTalkers thon
who will play 12 hr Wake-a-thon today 1.Do not sleep during the game.
from 11 pm onwards to 11 am tomorrow. 2.Send videos/pictures of all the tasks
Dekho 8 logon ke profile jo khelenge that you are asked do.
Wake-a-thon aaj raat 11 baje se subah 3.Only entries with videos/ pics of tasks
11 baje tak. will be valid.
4.You need to answer all the 12 questions
Become their friend and cheer them. correctly and do all 13 tasks to complete
Jeetendra’s profile the game.
ShreeKhan’s profile
Lucky12k4’s profile Wake-a-thon khelne ke neeyam aur
Athar123’s profile shartein
Shannu123’s profile 1.Khel ke dauraan sona mana hai
Shafeeqkhan’s profile 2.Har task ki video ya picture bhejna
Azam Khan’s Profile zaroori hai
Tariqfzb’s profile 3.Bina video ya picture entry ke task ko
pura nahin mana jayega.
Click here for rules and regulations 4.Aapko game poora karne ke liye 12
sawalon ke sahi jaab dene honge aur 13
task bhi poori tarah se karne honge

75. 8 RockeTalkers Selected to play…
Inbox messages sent to all promoting the 8 finalists
From: Channel [V]
Take a look at the First 8 people who
are going to go sleepless on
Channel [V] Exhausted
presented by Garnier light Eye Roll
On . Click to view Slideshow < 1/8 > < 2/8 > < 3/8 > < 4/8 >
< 5/8 > < 6/8 > < 7/8 > < 8/8 >
Options Back
Message introducing the
contestants of 1st episode

76. Live Videos on Mobile & TV
R
Channel V videos C
O displayed, H
C distributed and
viralled
A
K
N
E
N
T
E
A
Channel L
L
K
A
U
R ockeTalk
V
V
A
U
D
D
I
I Wake-a-thon Exhausted E
E
N
N
C
C RockeTalk Wake-a-
thon videos E
E
displayed,

77. Campaign Result, 23 days
Channel V/Wake-a-thon Videos viewed 2,54,431
Channel V contest questions attempted 43,729
Channel V/Wake-a-thon banner impressions 27,50,111
Unique users who saw Login message about 1,98,466
Channel V
Impressions for System Buzz sent for show
27,50,111
introduction and TUNE IN

78. Campaign Result, 23 days
Channel V/Wake-a-thon Videos viewed 2,54,431
Channel V contest questions attempted 43,729
Channel V/Wake-a-thon banner impressions 27,50,111
Unique users who saw Login message about 1,98,466
Channel V
Impressions for System Buzz sent for show
27,50,111
introduction and TUNE IN

79. Tip #8 Accompany your customers

80. Location based services – Pepsi Loot
iPhone App let’s
customers know when
they are near a ‘Pop Spot’
or outlet selling Pepsi
Purchase rewards in form
of points that could be
Mobile + Web
redeemed for music
downloads
Each purchase earns 1
Similar arrangement with
reward; 3 = 1 download
Foursquare
from library
5/27/2010 © Scenario Consulting Private Limited 80

81. “Consumers on-the-go always have mobile devices with them,
and when they are hungry, they can open Pepsi Loot on their
iPhone and it shows them every Pepsi location in a certain area.
Pepsi has also forged a marketing relationship with Foursquare,”
Bonin Bough, director of social and emerging media for
PepsiCo
May 27, 2010 © Scenario Consulting Private Limited 81

82. Tip # 9 Build your mobile touch points into
mainstream ads and marketing communication

83. Case – Fastrack*
* Former Blogworks client
May 27, 2010 © Scenario Consulting Private Limited 83

84. It‟s worked for marketers social touch points on the web.
5/27/2010 © Scenario Consulting Private Limited 84

85. Tip #10 Think engagement, not promotions

86. To sum it up

87. Think engagement, not short promotions
Social media is not about buzz alone
Offer content that matters, build conversations around it
Find your evangelists
Marry the web and mobile
Build your social touch points into mainstream ads and marketing
Give a call for action
Bite sized works
Accompany your customers
Communities belong to users
5/27/2010 © Scenario Consulting Private Limited 87

88. Let’s connect:
rajesh.lalwani@blogworks.in
+919810640163
May 27, 2010 © Scenario Consulting Private Limited 88

89. Thank You