Social Media 101

About Bloggers Mind• Bloggers’ Mind is a Social Media Analytics & Word-of-Mouth Company • We leverage our analytics services to study the impact of consumer

behavior on brands • We monitor and measure:

– Online conversations – Consumer sentiments– Consumer behavior trends – Corporate/Brand reputation – Forecast trends Within social networks, blogs, bulletin boards, micro communities, micro

blogs,forums or anywhere on the web

• We develop holistic Word of Mouth (WOM) programs and assist brands to: – Conceptualize and build communities – Launch consumer advocacy programs – Create consumer engagement strategies– Develop viral concepts across the web (apps, social tools, widgets,

games) – Influencer relations

What We Do

Consumer Insights

Awareness

Engagement

Advocacy

Communities

Micro Blogging

UGC

Conversations

Viral Activities

Influencer Relations

The Focal Point Campaign Pillars Type of activities

Solutions Architecture

INTERNET - Social Networking Sites, Communities, Wikis, Folksonomies (collaborative tagging) and Individual Blogs.

BM Conversation Measurement Platform (CMP)

BM INFLUENCER PROGRAM

Engagement Campaigns

MONITOR MAP MEASURE ANALYZE INFLUENCE ENGAGE

Market Influence Analytics

PR Solutions

Marketing Solutions

Customer Service

Solutions

HR/EmployeeRelations

Products & ServicesBrand Monitor: • Straight from Horses Mouth: Get to know what consumers feel, talk, influence

about your products and services. – Our Brand Monitor suit offers a comprehensive set of services that enable companies to

monitor online conversations as it happens, get updates on influential posts and asses its impact on the company

Brand Insight:• Bloggers’ Mind unique research technique enables deep dive into conversations,

influencers and analyze various aspects of buzz using its exhaustive measurement & analytical tools

– Our Brand Insight suit is a step forward to discovering in-depth knowledge about consumer opinion, trends & factors, changing mindsets, hot industry issues and competitive insights

Brand Buzz: • Building communities, driving consumer engagement and advocacy programs • Viral conceptualization, execution, building online properties on web and mobile

(WAP, J2ME client) platforms • UGC concept/platform creation, strategies and engagement programs

•Monitor and map conversations•Sentiment tracking

•Positive •Negative •Neutrals

•Universe identification •Filtering search, extracting relevance •Identify and tracks important influencers and communities •Measure current campaign impact

Measurement & Analysis

Measurement & AnalysisBuzz Trend

The Buzz Graphs gives the total count of results on a daily/weekly/ monthly basis and helps in understanding the buzz about the given set of keywords

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Measurement & AnalysisSentiment

BM uses its proprietary NLP (Natural Language Processor) technology to do the sentiment analysis of the articles to give a clearer picture of the buzz with sentiments.

Measurement & Analysis

Sentiment

Comparing the sentiments with the competitors gives a clearer picture for the brands.

Measurement & AnalysisMost Discussed Keywords

Our system automatically identifies the key topics of discussion from the search results collected. The system lists the top topics along with the associated sentiments around it.

Measurement & AnalysisDemographics

Our system gives the demographics of the authors. This is based on the profiles if available and other details like the name, choice of words etc.

Measurement & Analysis

Share of Voice

Share of voice is based on the results collected for all the competitor brands for any particular duration for a country.

Measurement & Analysis

You can see the detailed results based on the sentiment/date/topic/source in a click.

Our Clients

Case Studies

Mobile Developer EcosystemB2B Program

Mobile Developer Program• Reached out to the mobile developers community and

got them excited about the opportunity to code applications for Symbian, Maemo and Qt platforms

Forum Nokia Developer Conference

• Organized Forum Nokia Developer Conference in Bangalore 2009

• Invited India’s most influential bloggers and Nokia developers

• Engaged them on program development talk on Symbian, Qt and Maemo

• Introduced the Ovi Maps APIs to developers

Support Initiatives• Built strong presence via offline engagements• Nokia Developer Day meet ups with CEOs/Founder of

mobile app companies talking about killer apps developed by them

• Showcased the availability on Ovi Store• Invite a large community of professional developers to

interact and engage with the Nokia developer team• Conducted close to 3-4 Developer Day initiatives so far

Email Program

The Challenges• Low exposure to mobile email/benefits

– Lack of awareness– People felt that it’s too complicated to set up email,

when it’s about ‘do it yourself’• The general perception was that push email is the way to

go, because it is fast & Secure• Follow the herd mentality; why apply mind - buy BB• Skepticism revolved around quality of customer support,

when it comes to email related issues

The Approach

Adopt a 3 step approach From awareness, seeding to conversion

• Establish thought leadership for Nokia Eseries in mobile email – Build a community

• Step 1: Create a pull for early adopters (awareness)• Step 2: Build advocates (credibility) • Step 3: Trigger adoption (conversion)

• Counter negative perceptions around mobile email, change consumer mindsets – Launch an education program – Create awareness features and benefits – Develop a platform which can be used to address email related queries

• Build conviction around ease of use in setting up mobile email – Trigger conversations

• Ease of use, benefits• E75 as a preferred option

Tap into a wide segment of mobile users across SM touch points

Unique Execution Strategy

Capture audience and build a communication channel

Influence and engage through an interesting two way dialogue

Build a panel of experts to generate credibility

Spread WOM through influencer relations

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Capture a large audience via an interactive online widget that allows consumers to submit their queries and get expert tips

Launched a dedicated community for Nokia Messaging India to interact and generate conversations around email on mobile

Created a panel of experts aimed at addressing and resolving consumer queries Established trust amongst consumers looking for a solution

Seeded the Eseries devices amongst influential Bloggers to experience and demonstrate the benefits of email on the go, how to use NMS and set up corporate emails

Email on Mobile, Made Easy community

Opinion Polls Conversations

Widget Influencer Relations

Create wider access to mobile email solutions

Get people to share their opinion, reach out to people

Drive engagement,credibility

Trigger action

Adopted a 360 degree approach

The Results!• Generated over 18039 conversations, 10987 comments

and impacted over 6728000 consumers over a period of 3 months

• Averaging 4092 + conversations per month, second highest to Nseries in terms of volume – 12901 direct conversations triggered around Nokia

Messaging and setting up corporate emails • Developed an active Indian mobile email community with over

5000+ members, generating over 2500+ conversations– The online help widget generated over 2500 queries, over 2000

tips have been shared with consumers helping them resolve their issues

• Over 3000 profiles captured, close to 1000 consumers have acknowledged that the tips shared have allowed them to resolve their issues

Capture

Engage

Influence

Conversion

Campaign Impact

•The campaign started from scratch with less than 10% visibility for mobile email as a topic vs. others•Increase in awareness levels, queries started pouring in on how to set up emails or solve issues•Maximum queries were related to configuration, followed by messaging experience on E75

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Discussions on MFEDiscussions on NMSEmail related queriesFrom 10% to 85%

Nokia India Brand Campaign

Started on June 2010

Social Game for Ovi

Ovi MusicFrom 700 to 25,000 in 6 months

Yahoo! Meme

Service Launch. Content Strategy. Blogger Outreach

Thank You!www.BloggersMind.com

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