DSP BlackRock

Table of ContentsSEO• Traffic Report • Link Summary • Keywords • Rankings

Search Marketing • Campaign Objective• Campaign Highlight: Search Network• Innovation: Creating the perfect marketing blend across mediums

Social Media• Campaign Objective• Campaign Highlight: Social Media Optimization• Innovation: Approaching the fans followers as a mentor and guide for their

investment needs.

SEARCH ENGINE OPTIMISATION

Visits Per Month

Visits Aug-10 Oct-11Visits Per Month 62401 100911

Aug-10 Oct-110

20000

40000

60000

80000

100000

120000

Visits Per Month

Visits Per Month

61.71% increase in visits per month

More visits = More conversions!

New Vs. Returning Visitors

Visitors Aug-10 Oct-11

New Visitors 35397 61630

Returning Visitors 27004 39281

Aug-10 Oct-110

20000

40000

60000

80000

100000

120000

Returning VisitorsNew Visitors

Overall increase in visitor loyalty, with nearly

double the amount of new visitors.

Absolute Unique Visitors

Visitors Aug-10 Oct-11

Unique Visitors 40607 68990

Aug-10 Oct-110

10000

20000

30000

40000

50000

60000

70000

80000

Unique Visitors

Unique Visitors

Increase in Unique Visitors per month, thus

reaching a larger audience

Regional Visits

Visitors Aug-10 Oct-11Visits from India 55698 91854

Visits from outside India 6703 9057

Aug-10 Oct-110

20000

40000

60000

80000

100000

120000

Visits from outside IndiaVisits from India

With the target demographic being people in India, SEO

increased visits from India by 65%

Incoming Link Summary

Inbound Links Aug-10 Oct-11DSPBlackRock 337 90881

Aug-10 Oct-110

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000

DSPBlackRock

DSPBlackRock

Off-page link-building activities resulted in a substantial increase in

links from other websites

Incoming Link Summary

Page Views

Aug-10 Oct-110

100000

200000

300000

400000

500000

600000

DSPBlackRock

DSPBlackRock

PageViews Aug-10 Oct-11

DSPBlackRock 260319 479870

Internal cross-linking improvements led to an

amazing 84.33% increase in pageviews per month!

Brand vs. Non-Brand Keywords

Keyword Traffic Aug-10 Oct-11Non-Brand Keywords 625 4239

*Brand Keywords include “dsp|blackrock|black rock|www.|.com”

Aug-10 Oct-110

500

1000

1500

2000

2500

3000

3500

4000

4500

Non-Brand Keywords

Non-Brand Keywords

Traffic from non-brand keywords such as “mutual funds” increased by more

than 5x!

Core Keywords

Keyword Apr-10 Sep-11

mutual fund 49 20

mutual funds 43 26

mutual funds india 17 11

Increase in rankings translates to increased traffic!

Ranking Summary

Feb-11'

Mar-11'

Apr-11'

May-11'

Jun-11'Jul-1

1

Aug-11

Sep-11

0

2

4

6

8

10

12

14

16

18

Google Top 10

Google Top 20

Google Top 50

Above 50

Number of Keywords Feb-11' Mar-11' Apr-11' May-11' Jun-11' Jul-11 Aug-11 Sep-11

Google Top 10 5 6 7 8 8 12 16 17Google Top 20 6 5 5 2 9 6 11 9Google Top 50 4 4 4 6 4 2 3 6Above 50 7 7 6 6 0 0 2 2

SEARCH MARKETING

Campaign Objective

• Objective:– To create top of mind brand awareness and recall– To reach out to a large pool of potential target audience that can “invest in

mutual funds online” using existing ecommerce support

• Target Audience: 25yrs+ males and females

• Evaluation of the Campaign Period: January 2011 to October 2011 performance

DSP BlackRock SEM Campaign Highlight

Cost per Transaction

Number of online

Transactions

43%

190%

Thinking Innovatively• In-depth research had shown that people find investing in mutual funds

intimidating because they do not understand the financial jargon.

• There are innumerable blogs and pieces of content on the web but studies revealed that most of the TG would rather watch a video than read a blog.

• Thus we created educational videos for our YouTube brand channel and used Search as a medium to drive traffic towards them.

• This was a unique way in which, both platforms were used effectively to get share of voice for the brand and also position DSP BlackRock as a thought leader.

Search Ad on Google

Driving SEM traffic to youtube brand channel for keywords like ‘What is mutual fund ?’

DSP BlackRock Brand Channel

http://www.youtube.com/user/DSPBlackRockMF

Campaign Achievements• Increased media spends by 3 times giving ROI• 160% increase in conversion rate• Overall increased the no of transactions of the website and consistently improving

the transaction amount as well

SOCIAL MEDIA

Campaign Objective

• Objective:– To create top of mind brand awareness and recall– To educate potential investors online and engage them regularly as a guide for

their financial investment needs.

• Target Audience: 25yrs+ males and females

• Evaluation of the Campaign Period: January 2011 to October 2011 performance

Facebook Achievements• Current Facebook fan page popularity 58,000 + fans and growing.• Interactions on the fan page are on the rise with various types of content such as

videos, polls and educative sessions being conducted on the page.• Through out the campaign we have created various apps and games that have been

used effectively to engage and educate the audience about DSP BlackRock, their products and Mutual Fund investments in general.

• Cross linked all platforms such as YouTube, LinkedIn and Facebook to drive traffic and create maximum visibility for DSP BlackRock on the social media spectrum.

• Maintained a fan base of followers above the age group of 25 to target a mature audience who are keen on investments.

Facebook Campaign Highlight

Month FansJanuary 14,364February 17,880March 21,009April 24,393May 27,987June 31,250July 34,621August 37,719September 43,029October 53,210November till date 58,647

Achievements for Facebook

January

February

March

April May JuneJuly

August

Septem

ber

October

November

till date

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

Fans

Fans

LinkedIn Achievements• Our LinkedIn strategy consisted of two halves. Firstly to increase a follower base on

LinkedIn and secondly to get these people to recommend the various financial products that DSP BlackRock offers.

• The follow ads on LinkedIn received a good response with a average CTR of 0.52 which is well above the industry CTR of 0.01.

• DSP BlackRock’s current company page strength stands at 34,000 + followers and growing.

• Our exclusive deal with LinkedIn allows DSP BlackRock to post updates to their followers. This has enabled DSP BlackRock to share NFOs, FMPs and various news updates and videos with followers.

LinkedIn Campaign Highlight• DSP BlackRock’s current company page strength stands at 34,000 +

followers and growing.• Our exclusive deal with LinkedIn allows DSP BlackRock to post updates to

their followers.

Month Followers CountJune 5000July 12000August 15000September 20000October 33471

Achievements for LinkedIn

YouTube Achievements• The total channel views as of today stand at 56,705 and the total upload views

counting at 34,696. Out of the total viewers, 85% of were above the age group of 25.

• The brand channel of DSP BlackRock received more than 113 subscriptions in a very short span of time in spite of the fact that it is a financial brand channel.

• The highpoint of this strategy came when we outdid some of the top mutual fund brand channels on YouTube.

• Added to that, the brand channel also helped DSP BlackRock interact and engage with the audience in an innovative and distinct manner, making it one of the most viewed financial brand channels in India, with a growing and dedicated viewership.

YouTube Campaign Highlight

Thank You!