Introduction to MSLGROUP India Social

Who we are…

We are digital, public

relations, advertising

professionals in the business of

storytelling

STORIESWe create

We tell

We share

Social Hive

Digital practice of MSLGROUP.

World‟s 3rd largest communications and

engagement network.

Part of the Publicis Groupe

We believe that…

Brand stories should be driven by purpose, told with

consistency over time across media, pan audiences

People are hungry for stories. It‟s part of our

very being. Storytelling is a form of history, of

immortality too. It goes from one generation to

another

~ LOUIS "STUDS“

TERKEL, author, historian, actor, and broadcaster.

Winner of the Pulitzer Prize, 1985

How we tell the story

Strategic frameworks

Service offerings

How we tell the storyStrategic frameworks

Social Heartbeat framework

Helps brands design powerful purpose-inspired platforms and programs to

inspire, organize and energize people around a shared purpose

Shared purpose or Social Heartbeat to INSPIRE people

1

Benefit

Purpose

Long-term online-offline platform to ORGANIZE people

2

Paid media

Owned media

Earned media

A series of short-term programs to ENERGIZE people

3

ConsumerJourney

Purpose

Benefit

Storytelling framework

Three types of stories told in sequence

Why (PURPOSE), What (CHANGE) and How (QUEST).

What? The CHANGE

What needs to change?

What does change mean for individuals, stakeholders, communities?

21

Why? The PURPOSE

Who are we and what is our purpose, our reason for being?

What is our shared purpose, or Social Heartbeat, that can inspire all our stakeholders?

3

How? The QUEST

What happens when we try to catalyze positive change?

What if the only way we can win is by helping all our stakeholders win?

Content framework for storytelling

Three types of content created for each story: Long form tent pole properties, Short-

form content pegs, and Ongoing conversations

Tent pole properties

Create long-form tent pole properties like reports or films to catalyze the Social ecosystem

1

Conversations

Create ongoing conversations around the tent pole properties and the content pegs

3

Content pegs

Create short-form content pegs like blog posts and video clips to highlight different aspects of the tent pole property

2

PurPle: Purpose + People

Proprietary offering to help organizations rethink purpose and participation to

inspire, organize and energize their stakeholders

How we tell the storyService offerings

Service offerings

Seven broad categories

represent the areas of

expertise

RESEARCH

AND

INSIGHTS

DIGITAL

DESIGN AND

BUILD

SOCIAL MEDIA

MARKETING

CONTENT

CREATION

PROPRIETARY

PLATFORMS

SOCIAL

BUSINESS

MEDIA

PLANNING

AND BUYING

• Social listening and monitoring through use of specialized tools

• Category analysis and regular reporting

• Social analytics

• Insights

RESEARCH

AND

INSIGHTS

DIGITAL

DESIGN AND

BUILD

SOCIAL MEDIA

MARKETING

CONTENT

CREATION

PROPRIETARY

PLATFORMS

SOCIAL

BUSINESS

MEDIA

PLANNING

AND BUYING

• Influencer marketing

• Contests and activations

• Stakeholder outreach programs

RESEARCH

AND

INSIGHTS

DIGITAL

DESIGN AND

BUILD

SOCIAL MEDIA

MARKETING

CONTENT

CREATION

PROPRIETARY

PLATFORMS

SOCIAL

BUSINESS

MEDIA

PLANNING

AND BUYING

• Branded content

• Conversation calendar

• Community engagement

RESEARCH

AND

INSIGHTS

DIGITAL

DESIGN AND

BUILD

SOCIAL MEDIA

MARKETING

CONTENT

CREATION

PROPRIETARY

PLATFORMS

SOCIAL

BUSINESS

MEDIA

PLANNING

AND BUYING

• Facebook apps

• Mobile apps

• Social APIs

• Websites

• Microsites

• Banner Ads

RESEARCH

AND

INSIGHTS

DIGITAL

DESIGN AND

BUILD

SOCIAL MEDIA

MARKETING

CONTENT

CREATION

PROPRIETARY

PLATFORMS

SOCIAL

BUSINESS

MEDIA

PLANNING

AND BUYING

• Target oriented digital media plans for specific audiences

• Buying media and release of the ads

• Monitoring performance of the ads as per targets

• FB Ads

• Portal Ads

RESEARCH

AND

INSIGHTS

DIGITAL

DESIGN AND

BUILD

SOCIAL MEDIA

MARKETING

CONTENT

CREATION

PROPRIETARY

PLATFORMS

SOCIAL

BUSINESS

MEDIA

PLANNING

AND BUYING

• Social CRM

• Social commerce

• Social enterprise

RESEARCH

AND

INSIGHTS

DIGITAL

DESIGN AND

BUILD

SOCIAL MEDIA

MARKETING

CONTENT

CREATION

PROPRIETARY

PLATFORMS

SOCIAL

BUSINESS

MEDIA

PLANNING

AND BUYING

• People‟s Lab

• Social Hive Index

RESEARCH

AND

INSIGHTS

DIGITAL

DESIGN AND

BUILD

SOCIAL MEDIA

MARKETING

CONTENT

CREATION

PROPRIETARY

PLATFORMS

SOCIAL

BUSINESS

MEDIA

PLANNING

AND BUYING

We tell stories for…

Brands we partner

Success stories

Winner Best Social CRM 2012eBay India

Bronze Stevie WinnerMarketing – Consumer Services 2012

eBay India

Bronze Stevie WinnerSocial Media Focused Campaign 2012

eBay India

Two Years – Three International Awards

The storytellers…

India team

[email protected] | +91 9892127389

[email protected] | +91 99536 92269





Parveez Modak

Co-Lead

Narendra Nag

Co-LeadPankaj Desai

VP

Design and Dev/Build

Sohini Sengupta

AD

Mumbai Head

Suryasen Kundu

AD

Delhi Head

Joy Das, AAD

Media Plg, Buying |

Influencer Outreach

40+ professionals in Mumbai and Delhi | 20+ clients | Managing 5 million + people across communities

mailto:[email protected]










Some of the storytelling

we are doing…

Australian High Commission Oz FestWith the objective of building acceptance for Australia as a people

friendly, culturally rich nation, an engaging storyline was developed around „Oz Fest‟

– a four month festival steeped in arts, music, culture, cuisine and people. This

resulted in an engaged community and enthusiastic evangelism for Aussie culture in

India.

Execution

• Integrated campiaign: Digital + PR

• Showcased all the nationwide events, generating high

levels of engagement and user generated content

• Set-up and managed all digital and social assets including

website, WAP site, FB apps

• Promoted registrations for participative activations

through FB Tabs

• Generated high levels of engagement and participation

through contests and media-rich content

• Support provided through focused digital media planning

and ad buys

Results

• Increased awareness for Oz Fest and Australian culture

• Over 52000 unique visits and counting.for the website

• Over 15 million impressions generated through Online

Media Buys

• A highly engaged 61k+ FB community and 545 followers

on Twitter with steady growth

TAITRA - International Trade Organization, Taiwan

Taitra‟s purpose is to make technological innovative easily accessible and affordable. The

storytelling focussed on this purpose and drove stake holder participation and engagement to

evangelize this proposition. This multi-country initiative across four countries including

India, saw great success.

Execution

• Multiphase campaign driving rewards at the end of each

phase (each phase had a set of “tasks”)

• Phases tested knowledge (Quiz), innovativeness of

participants with respect to Taiwan and Taiwanese brands

• Participants contended for a grand total prize of

US$100,000, premium Taiwan branded products, return trips

to Taiwan

• Integrated effort: Online quiz, offline mall

activation, participant generated video content, digital

media ad buys, PR, content and community

management, influencer outreach, website maintenance

Results

• “Taiwan Excellence” The SmarTEST! 2012 campaign

awareness increased by 25% in India

• 10,000 plus registrations in ten days

• More than doubled FB fans – from 14k to 67k, with good

engagement levels

• 10 million+ impressions within the first 3 months of managing

the Facebook page

• Added 2,000+ fans weekly with over 10,000 stories created

around posts weekly

• The viral effect of more than 25 plus videos brought more

than 187000 views

Volkswagen India – Every drop counts

Volkswagen has been narrating its story about responsible sustainability by

consistently showcasing its efforts through Think Blue. The “Every Drop

Counts” campaign was part of the story in which users could participate by

sharing their pledges/ ideas to save water

Execution

Phase I

• Created a Facebook Application where users

could share their pledge to save water

• Created a series of short films with Think Blue

ambassador, Neil Nitin Mukesh to call the users

to take part

• Used regular content to highlight the contest

and to get users to participate

Phase II

• 7 best entries selected and got users to vote for

these entries. Winner was featured on ZEE

Results

• 2600 pledges from the fan base

• Gained 32,000 fans (Organic) over 1.5 months

• Added 20% more subscribers to the VW

Youtube channel

Infosys BPO Community

Infosys invited global CXO-level, outsourcing professionals to participate and help co-

create a point of view on the outsourcing industry. By creating relevant industry related

stimuli (infographics, blog posts), Infosys encouraged the participants to contribute their

point-of-view on the subject. The engagement and co-created stories resulted in

strengthening the thought-leadership perception of Infosys

Sony Mobile: Xperia

Through a series of apps, contests and visual-rich content, Xperia consistently tells the story

of “style”, its social heart beat, to its young and energetic audiences. Xperia takes a stance

of community first enabling the community to become self sustaining by creating everyday

stories of “style” originating from the users themselves. This has resulted in an engaged

community of 2 million + fans on Facebook

Sony Mobile Case Study Video

eBay IndiaThe ongoing story of eBay is about the best deals on the largest variety of products

in the most secure environment. A consistent narrative for eBay was created at a

time when the ecommerce environment was not mature. eBay India today has

created an engaged community of more than 2 million fans on Facebook, using a

series of applications, contests and a water tight social CRM process.

ebay India Case Study Video

eBay India. The Raksha Bandhan story

Sibling fights are fun. On the occasion of Raksha Bandhan, eBay invited people to

tell stories of their sibling fights. Through the #tag siblingdishoom, stories

trended on twitter

Execution

• Created a hashtag for the occassion of

Raksha Bandhan #tag “SiblingDhishoom”

• The hashtag was quirky, fun which

connected well with the audiences

• Engaged existing followers and the

twitterati

Results

• Trended at No. 1 in India

• Trended in all 6 Metros ; No.1 in 3 of 6

Metros

• Made Top 30 Global Trends

• Received mentions from over 10 brands

likes Star Plus, PETA , London Olympics

• 1,500+ tweets generated 595,974

impressions, reaching an audience of

389,844 followers

• Generated conversation, tweets and RTs

from twitter Influencers

Dell Go Green Challenge in IndiaDell‟s narrative about its responsibility towards the environment through the

Go Green Challenge got high levels of engagement. In 2010, Dell created a

challenge for design students and others to share ideas on how to

redesign, reuse and recycle gadgets to make them go green.

History TV18: The Greatest Indian Show

The Greatest Indian Show told the story of the most prolific Indians to have made a

difference. The twitter program was instituted to galvanize viewers to choose their

favorite contenders and was a key part of this interactive audience driven show. The

Greatest Indian trended at #1, 5 times in a span of 5 weeks.

Execution

• Engaged followers and Twitter users using

innovative, fun #tags in line with the

campaign:

#TGIQuiz, #TheGreatestIndians, TGIQuotes, T

GITrivia

Results

• Increased the number of followers over

three-fold and encouraged voting for the

nominees

• @History_India was included in top trends 5

times during this period

• Drove traffic to the website

• Increased awareness for the overall campaign

BBC Entertainment India: Queen’s Diamond

Jubilee celebrations

Stories woven around British Royalty, trivia around London and the diamond jubilee

celebrations on twitter resulted in BBC Entertainment trending for over 2 days

Execution

• Engaged with followers and created a buzz around

the Queen‟s Diamond Jubilee celebrations

• Live tweeted the three main events of the Queen‟s

Diamond Jubilee Celebrations viz. The Thames

Jubilee Pageant, The Concert and the Services of

Thanksgiving using interesting hashtags

(#Lndncalling , #jubileeconcert)

• Used royal and artist trivia and built upon people's

interest in the royalty

• Engaged in conversations with people at the events

and re-tweeted updates and pictures

Results

• Increased awareness about the Campaign

• Trended without any contests or giveaways

• Reached an audience of 3lacs within a span of 48

hours

Measuring the impact of storytelling…

Alignment

with the

brand persona

and messages

Involvement

of relevant

influencers

with the

brand

Positive

perceptions

for the brand

Effectiveness

of brand‟s

owned media

platforms

Impact in

terms of

business

objectives

Advocacy for

the brands by

relevant

influencers

Ratio of core,

peripheral

and irrelevant

messages

Comments,

links, likes,

shares,

retweets,

mentions,

embeds

Ratio of

positive,

neutral and

negative

stories

Increase in

followers,

fans, opt-in

subscribers,

registered

members

Business

leads, store

walk-ins,

event

attendance

Recognition,

referrals,

recommend-

ations

V É R I TVoice Engagement Reputation Influence Target Evangelism

É

VERITE for measurement

Summing up

• Engage meaningfully: We help you find the brand purpose and

stick with it

• Celebrate language: We help you understand how a brand can

impact popular culture through language. We help you create a

consistent narrative that can be told over time

• Dissolve boundaries: We help you explore the benefits of

optimum media utilizing it to the best possible yield

How can we help you?

Annexure

Listening/Monitoring, Social IntelligenceWe use A C Nielsen’s MyBuzzMetrics

Misinformation Correct Corporate or brand

website

Plan for crisis

scenarios

Problem Solve Support forum Identify root cause

Enquiry Answer Support forum or

CRM tool

Identify root cause

Passing remark Let it be

Suggestion Thank Ideation platform Implement change

Kudos Thank Fan community Create ambassadors

Effective participation in conversations

1. CLASSIFY

CONVERSATIONS

-ive

+ive

2. RESPOND TO

CONVERSATIONS

3. LINK TO SOCIAL

PLATFORM4. LINK TO BUSINESS

PROCESS

Effective handling of comments

Source: US Air Force, modified by Altimeter Group

Can you add

value?

Evaluate

the purpose

Respond in

kind and

share

Thank the

person

Unhappy

customer?

Dedicated

complainer?

Comedian

want-to-be?

NegativePositive

Yes No

Do you

want to

respond?

No

Response

No

Yes

Take reasonable

action to fix issue

and let customer

know action taken

Are the

facts

correct?

Gently correct the

facts

No

No

No

Yes

Are the

facts

correct?

Does customer

need/deserve more

info?

Yes

Explain what is

being done to

correct the issue

Yes

Is the

problem

being fixed?

Yes

Let post stand and

monitor

NoYes

NoYes

Yes

Assess the

message

Crowdsourcing and insights We use our proprietary tool People’s Lab

People’s Lab: Crowdsourcing Insights &

InnovationPeople‟s Lab is our proprietary platform and approach that helps organizations

crowdsource insights and innovation

People’s Lab insights and foresights approach

The People‟s Lab crowdsourcing platform also enables our distinctive approach for

distilling insights and foresight from conversations and communities

Organic conversation analysis

To identify themes from social web conversations

1

MSLGROUP’s own insight communities

To track important trends over time

2 3

Custom insight communities

To create insights to solve a specific problem

4

Deep dive ethnographic research

To tie together insights via immersion into communities

faqs…

faqs

01. We would like to develop a SOCIAL MEDIA program, but we‟re not sure

where to start

02. We‟ve been thinking about having some sort of THOUGHT LEADERSHIP

initiative, in the ONLINE MEDIUM

03. How can we entice more of our employees to be motivated? Do you have

any solutions for INTERNAL COMMS?

04. We need to make some waves this year on digital, how can we stand out

and do something VIRAL?

faqs

05. We need to GROW OUR OWN COMMUNITY to gain some INSIGHTS, we are

not sure if Facebook or LinkedIn can do that?

06. We have a EVENT coming up that needs to be promoted, how can we

promote it via DIGITAL?

07. We have a plan in place for responding to a CONSUMER CRISIS. Do you

have any tools to coordinate our responders? Additionally we would like

some in depth research on whether the customers now prefer our

competition. What can you do on this?

08. We just don‟t have the know how of how to get more fans and customers

to TALK POSITIVE about us.

Introduction to MSLGROUP India Social

Business

Transcript of Introduction to MSLGROUP India Social