All social media platforms like Facebook, twitter, LinkedIn , blogs, Youtube were used to create pre event hype.

1. Social Media Case Study

2. Brand Requirement
The brand targeted the following audience
o Marketers, Students, Industry experts, Thought leaders within
Advertising Industry
o While the TG have their own communities, the brand wished
to create digital interest about the event and get them
conversant on Social Media platforms.
o To encourage participation of those users who couldn't be
part of the event
o With the growth of Social Media, the advertising community
on digital media is growing rapidly. It was important that
AdAsia had its firm standing in the digital space

3. Objectives
AdAsia holds a strong community presence offline. The main
objective was
o To create strong PR through digital presence and integrate
social media to drive PR.
o To create online awareness of the event and social chatter
resulting in good PR.
o Get Influencers and thought leaders to drive PR for the event
and spread the word.
o Engage & involve the relevant target audience in the whole
community experience (Online).
o Live coverage of AdAsia 2011 across several social media
platforms including media engagement and press views.

4. Strategy
Blogs
o Build a communication platform with insights from industry experts & thought
leaders. Use their klout to generate better buzz and PR for the brand.
o Generate wealth of content relevant to AdAsia’s target audience and give
them great insights on the event, even if they couldn’t make it live.
o Feature updates, photos & daily summary of all the conference happenings
Facebook
o To engage with young media professionals and B-School students. Generate
excitement amongst the youth.
o Integrate Youtube videos on Facebook so viewers can get happenings from the
event as soon as the day is over.
o Build a platform for viewers to discuss and share their opinions.

5. Strategy
Twitter
o To engage with the target audience communicating about industry trends/updates
and AdAsia 2011 news
o Post Live Updates of the happenings at the event. TwitPics of the event, speakers
and live photo albums during the event
o Share trivia regarding speakers and garner discussions especially to reach out to the
people who are fans of the respective speakers.
o Conversations with other twitter users at the venue and on twitter using
#adasia2011
Linkedin
o To reach out to targeted professionals from agencies & brand in India/worldwide
o To keep LinkedIn connections updated on AdAsia 2011 developments. Also used it
as a platform to identify bloggers for AdAsia 2011 official blog

6. Strategy
YouTube
o Use as the official communication channel for AdAsia 2011.
o Build wealth of content and create a online footprint for the brand.
Pre-launch
o Engage with the TG prior to event by way of regular industry/conference updates,
activities & contests
During Event
o Engage with the audience during the event by way of real time coverage on various
social networking sites; including live tweeting and live Facebook updates
Post-launch
o Use the YouTube channel and blog as a perennial repository of all the happenings at
AdAsia 2011

7. Activities
Blogs
o A blog was created, titled: Uncertainty : The New Certainty
o The content for the blog was crowd sourced
o Influencers and experts from the industry blogged for
AdAsia on the theme of Uncertainty: The New Certainty
o The blog became a hub for widespread interaction and
knowledge sharing by means of comments from blog
readers

8. Results
Blogs
Total Blog Posts Total Page Views
43 5,000+

9. Activities
Facebook
o The theme for Facebook was Interpret the AdAsia 2011
Theme: Uncertainty the New Certainty
o A contest was created for B School graduates and Working
Professionals
o Participants were asked to submit a 10 slide presentation
interpreting AdAsia 2011 theme : Uncertainty the New
Certainty
o The contest ran over a span of four weeks and attracted
favorable participation
o Conference was covered live on Facebook for those who
were not able to attend the event in person

10. Results
Facebook
Total Fans Likes & Total
Comments Impressions
27,110 6,251 1,113,5678

11. Activities
Twitter
o Twitter was primarily for engaging and conversing with the
audience
o Users were asked to tweet their thoughts on AdAsia 2011
theme : Uncertainty the New Certainty
o The official hashtag used for twitter was #AdAsia2011
o Buzz about the AdAsia event was created and brand to
viewers conversation was initiated

12. Results
Twitter
Total Followers
426

13. Activities
LinkedIn
o Relevant information was seeded on targetted LinkedIn
Groups in order to reach out to AdAsia’s target
audience
o Potential bloggers were identified through connections
made on LinkedIn
o General awareness and buzz was created about the
conference/engagements by seeding relevant content
in targeted Linked Groups
Results
Total Total Group
Connections Communication
212 27

14. Activities
YouTube
o YouTube was the official communication channel for the event
o Speaker videos were featured on the channel prior to the event, as a
precursor to the conference
o During and post the conference a video summary of each session was
uploaded on the channel
Results
Videos Total Views
Uploaded
42 6,997

15. Event Coverage

16. Influencer’s Reach

17. Conclusion
o Live event coverage was most appreciated by viewers who could not
attend the session
o The hashtag #AdAsia trended during the event, thus generating
discussion among viewers
o Influencers such as - Ashok Lalla: President - Digital, Euro RSCG, Sanjeev
Agrawal: Jt CEO Big Bazaar – and many more actively shared their views
on AdAsia Blogs
o These influencers in turn helped reach out to more target audience
o 43 guest blogs and 5,000+ views were registered on AdAsia blog
o 1.11 million impressions were recorded on Facebook
o AdAsia YouTube channel saw close to 7,000 views

18. Conclusion
o Buzz surrounding AdAsia 2011 was successfully created pre
launch on several Social Media platforms, thus achieving the
PR objectives.
o Conversations were recorded between the brand and the
viewers and influencers on Twitter, Facebook and LinkedIn.
o Finally, connecting the event to digital platforms generated a
successful PR for AdAsia, while building a strong persona of the
brand online

19. THANK YOU
For more information, contact:
Sanjay Mehta /Hareesh Tibrewala
Joint CEOs @ Social Wavelength
Email:smehta@socialwavelength.com
Cell: +91-98200-40918
Email:hareesh@socialwavelength.com
Cell: +91-98210-89388