mobile social networking asia 2010,hk talk by rajesh lalwani, india on 20 may 2010
DESCRIPTION
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.TRANSCRIPT
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Mobile Social Networking Asia, Hong Kong
20 May 2010
May 27, 2010 1© Scenario Consulting Private Limited
Learnings from SMM on the Web
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About Us
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About Blogworks®
• A consulting firm delivering strategic social media and technology solutions
Blogworks™ helps global brands and organisations engage stakeholders in conversations to share, build communities, draw insights and co-create offerings for business impact.
5/27/2010 © Scenario Consulting Private Limited 3
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5/27/2010 © Scenario Consulting Private Limited 4
A few recent successes
Fastrack – India‟s
most loved youth
fashion brand.
One of the longest
sustained and
amongst the most
successful social
media
programmes in
India.
Samsung Mobile India
In the duration that we
worked on the brand,
Samsung entered the
digital brand index (by
Edelman and
Brandtology) at #7 and
reached #4 in the second
edition of the index.
KnockingLive
Global blockbuster
app for iPhone &
Android. We are
part of the global
marketing team.
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Global Trends
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Global
5/27/2010 © Scenario Consulting Private Limited 6
Percent of Subscribers Accessing Social Networking via Mobile Browser
Jan -09 Jan - 10 Change %
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 Phone3-month average ending Jan. 2010 vs. Jan. 2009Total U.S. Age 13+
Smartphone users access SN more often, growing faster
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Global
5/27/2010 © Scenario Consulting Private Limited 7
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 Browser3-month average ending Jan. 2010 vs. Jan. 2009Total U.S. Age 13+
Rapid growth on SN access through mobile
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India
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May 27, 2010 9© Scenario Consulting Private Limited
600 million subscribers
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May 27, 2010 10© Scenario Consulting Private Limited
Growing 12 million a month
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May 27, 2010 11© Scenario Consulting Private Limited
Voice = 0.0066 USD a minute
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May 27, 2010 12© Scenario Consulting Private Limited
VAS = 8 percent revenue
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VAS Economy
VAS Economy
Ringtones
Caller tunes
Wall papers
Music
Astrology
Games
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Scenario
India Mobile
Number Saturation
?
Falling Voice Rev
Single Digit VAS
Market Fragmenta
tion
Changing Consumer
s
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Land grab to a maturing market
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Industry answering through
India Mobile
Smart Phones
Always On Data
App StoresSocial
Networking
3G
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New operators growing data market
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Social networking driving youth traffic
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Mobile Networks Profile
Mobile to Mobile
Mobile to Web
Hybrids
Integrators
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Mobile Networks Usage (intuitive, don’t have
conclusive data to prove)
Mobile to Mobile
Mobile to Web
Hybrids
Integrators
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Tier 2 cities and smaller towns; cross geography, SEC B; connecting strangers
Tier 1 cities, SEC A; existing connectionsCurrently favouring Tier 2
cities and smaller towns; may change with concepts like oc2ps coming in, SEC A, B
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Mobile traffic growth is zooming ahead
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India generates 2nd highest mobile web traffic on the AdMob platform
following the USA
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Patters are repeating themselves
Source: Informate Mobile Intelligence, May 2010
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Sports Sites Overall
100 percent increase in user interest on IPL – season 3
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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.
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Demand for real engagement on the rise
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May 27, 2010 25© Scenario Consulting Private Limited
Voices
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May 27, 2010 26© Scenario Consulting Private Limited
“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.”
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May 27, 2010 27© Scenario Consulting Private Limited
“A community come alive when you have 10-15% participants active, critical mass needs to be built.”
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May 27, 2010 28© Scenario Consulting Private Limited
“People see brand messages on the mobile as intrusion. ”
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May 27, 2010 29© Scenario Consulting Private Limited
“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.”
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May 27, 2010 30© Scenario Consulting Private Limited
“I am looking at spending 10% budget on digital, but only 1-2% of that is on the mobile.”
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May 27, 2010 31© Scenario Consulting Private Limited
Learnings
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Social media on the web is mainstream
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Time to build positions on the mobile
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Ekta Rohra Jafri
Media Experience Manager, Blyk Inc
May 27, 2010 34© Scenario Consulting Private Limited
“At the end of the day, its the same ball game, but a different arena! :-).”
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Chirag Jain, Vice President
SMS Gupshup
May 27, 2010 35© Scenario Consulting Private Limited
“Brands have to understand that this is content play.”
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Campaigns >>> Strategic programmes
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Emergent VAS Economy
VAS Economy
Money transfers
Music
Apps
ShoppingLocation
based services
Dating
Social Gaming
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We are living in an increasingly exhibitionist world –possessions, relationships, actions need to be flaunted
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Brands are an integral part of our lives
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Friends trust friends
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5/27/2010 © Scenario Consulting Private Limited
Company websiteAdvertising
MediaBTL
Others
Peer Reviews
Marketer’s view (Transparent, conversational)
Expert Opinion
41
Social Media is influencing purchase
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Metrics for Explicit Viral Loop
5/27/2010 © Scenario Consulting Private Limited 42
User
Call of action
to invite
friends
Accept
X = invited friends
Y% = accept rate
X * Y > 1 gives you viral growth
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Our social actions impact purchase
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Tip #1 Web timelines married to the mobile deliver a multiplier…
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Social Media Impact on Purchase
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Impact on Home page ads
When ads mention friends who are fans
When adscoincide with mention of 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, April 2010
More than 800,000 Facebook usersAds in 14 categories
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Social Media Impact on Purchase
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Users who saw Ads Users who also saw mention
in ads
Users who saw organic
mentions without ads
18 million 1 million 1 million
Users who engaged Users who engaged Users who engaged
1 % 4% 4
Source: NielsonFacebook Study, April 2010
More than 800,000 Facebook usersAds in 14 categories
Organic is more effective…keep an eye on cost.
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Tip#2 Social media is not about Buzz alone
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For us, Social Media is not about buzz alone
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Customer insights
5/27/2010 © Scenario Consulting Private Limited 54
Reach out to customers/ users
„We have three products in the
market, which one would you want to
see on the shelves?‟
How much would you pay for it?
„We want to enter a new category,
what do you think?‟
„What do you think we should do next?
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May 27, 2010 55© Scenario Consulting Private Limited
Case – Knocking live video*
* Blogworks client
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5/27/2010 © Scenario Consulting Private Limited 56
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Madhavan Narayanan
Senior Editor, Hindustan Times
May 27, 2010 57© Scenario Consulting Private Limited
“Crowdsourcing can become better on mobile networking because of the probability of a wider response base and instant feedback. Think surveys.”
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Tip #3 Remember, communities belong to users
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Tip # 4 Find your evangelists
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2:20:200:200000
Reach
Volunteers
Ambassadors
Core group
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Tip # 5 Offer content that matters, build conversations and value around it
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May 27, 2010 62© Scenario Consulting Private Limited
Case – SMS Gupshup
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Mumbai traffic police community alerts users
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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
partnership with Traffic Police of the cities
Result:
32,500+ citizens benefited with timely alerts
on road diversions, bottlenecks & incidents
Favorable brand association with relevant TG
From: TRAF-MUMTwo B.E.S.T. Buses Stalled at GamadiaJunction, traffic towards R.T.I. Junction & Kemps Corner is slow. -Visit icicilombard.com for your car insurance needs T&C apply
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Tip #6 Bite sized works
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Ekta Rohra Jafri
Media Experience Manager, Blyk Inc
May 27, 2010 66© Scenario Consulting Private Limited
“Considerations of the device as a content originator have to be made. I don't think Facebook does this enough.”
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Tip #7 Call for action
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May 27, 2010 68© Scenario Consulting Private Limited
Case – Channel [V] relaunch
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What is RockeTalk?
Available as Mobile Application & WAP
050000
100000150000200000250000
New Users
Unique Feature: Can record & send P2P video, audio & photo messages
Personal Pages, Friend Network, Communities, Downloads & Messenger
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Case Study: Channel V
The RockeTalk solution needed to complement the Channel V show Exhausted…
Channel V was re-launching.
The Challenge
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
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A new build was developed
for Channel [V]. Although the
campaign was available on
the basic RockeTalk
environment too.
Channel [V] Exhausted on RockeTalk
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!
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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.
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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.
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8 RockeTalkers Selected to play…
Tasks given every few minutes, videos posted live
Check out the profiles of 8 RockeTalkers
who will play 12 hr Wake-a-thon today
from 11 pm onwards to 11 am tomorrow.
Dekho 8 logon ke profile jo khelenge
Wake-a-thon aaj raat 11 baje se subah
11 baje tak.
Become their friend and cheer them.
Jeetendra’s profile
ShreeKhan’s profile
Lucky12k4’s profile
Athar123’s profile
Shannu123’s profile
Shafeeqkhan’s profile
Azam Khan’s Profile
Tariqfzb’s profile
Click here for rules and regulations
Rules and Regulations to play Wake-a-
thon
1.Do not sleep during the game.
2.Send videos/pictures of all the tasks
that you are asked do.
3.Only entries with videos/ pics of tasks
will be valid.
4.You need to answer all the 12 questions
correctly and do all 13 tasks to complete
the game.
Wake-a-thon khelne ke neeyam aur
shartein
1.Khel ke dauraan sona mana hai
2.Har task ki video ya picture bhejna
zaroori hai
3.Bina video ya picture entry ke task ko
pura nahin mana jayega.
4.Aapko game poora karne ke liye 12
sawalon ke sahi jaab dene honge aur 13
task bhi poori tarah se karne honge
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8 RockeTalkers Selected to play…
Inbox messages sent to all promoting the 8 finalists
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
Options Back
From: Channel [V]
Message introducing the contestants of 1st episode
< 1/8 > < 2/8 > < 3/8 > < 4/8 >
< 5/8 > < 6/8 > < 7/8 > < 8/8 >
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Live Videos on Mobile & TV
Channel
V
CHANNEL
V
AUDIENCE
RockeTalk
ROCKETALK
AUDIENCE
Wake-a-thon Exhausted
Channel V videos displayed, distributed and viralled
RockeTalk Wake-a-thon videos displayed,
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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 Channel V
1,98,466
Impressions for System Buzz sent for show introduction and TUNE IN
27,50,111
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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 Channel V
1,98,466
Impressions for System Buzz sent for show introduction and TUNE IN
27,50,111
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Tip #8 Accompany your customers
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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
redeemed for music downloads
Each purchase earns 1 reward; 3 = 1 download
from library
Similar arrangement with Foursquare
Mobile + Web
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Bonin Bough, director of social and emerging media for
PepsiCo
May 27, 2010 81© Scenario Consulting Private Limited
“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,”
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Tip # 9 Build your mobile touch points into mainstream ads and marketing communication
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May 27, 2010 83© Scenario Consulting Private Limited
Case – Fastrack*
* Former Blogworks client
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5/27/2010 © Scenario Consulting Private Limited 84
It‟s worked for marketers social touch points on the web.
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Tip #10 Think engagement, not promotions
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To sum it up
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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
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Thank You