SOCIAL MEDIA REPORT

03.02.29 – CANADIAN INTERNATIONAL AUTOSHOW

1. Objectives

2. Fan page Culture Change

3. Gamification

4. Rewarding Loyalty

5. Crowd sourcing, Recruitment and Market Research

6. Cross-promotion and Branding opportunities

7. Social Media Monitoring and Quality Control

8. Twitter Campaign

9. Foursquare and Offline Campaign

10.Facebook Advertising

11.‘Earned’ Value / Achievements

12.Mobile Apps

INDEX

• To make sure there is an organic increase in number of ‘Like’s

and ‘People Talking About’ AutoShow on Facebook

• To reach target people in the selected demographic

• Need to change the culture of the page. Make it engaging and

interactive

• To increase participation from the users and engage them in

meaningful dialogue.

• To optimally use Facebook advertisements, in a cost effective

manner, to create a buzz within relevant demographics.

OBJECTIVES

• Changing the culture of the page from

inactive to very active through aggressive

page content posting schedule & fan

engagement.

• Making existing fan base more active on the

page.

• Initiating 'prompted engagement' by running

a series of contests like Active Hours, Simple

Quizzes, Photo Upload Contests, etc.

• Making sure each comment is acknowledged

and replied back to.

• Making sure we minimize the time taken to

respond through training and assignment of

more community managers.

FANPAGE CULTURE CHANGE

• Encouraging loyal fans by recognising and

engaging with them.

• Engaging with them multiple times over multiple

days.

• Crowd sourcing for Ideas about page strategy.

• Appointed and Trained Sam McWhirter on

board as the face of the fan community - Official

Social Media Ambassador.

• Inculcated a feeling of community ownership of

the page instead of it being owned by the

AutoShow.

• Having fans eager to answer queries and

welcoming milestone fans even before the

admin responds

IDENTIFYING & RECOGNIZING

COMMUNITY EVANGELISTS

• Assign and award points for any

interaction on the page.

• Maintain a transparent and public

leaderboard with rankings and

points.

• Highlight and recognise the top

most fans twice a day to

recognise and motivate them and

to seed competitiveness in the

existing fan base.

GAMIFICATION

• Identifying and publically

recognising loyal patrons who

have been visiting the AutoShow

since decades.

• Establishing the CIAS, Canadian

International AutoShow as a part

of the Canadian culture. If you

are Canadian, then it's a

ritual/tradition to visit the

AutoShow each year.

REWARDING LOYALTY

• Getting people's opinion on cars,

brands, type of cars, dream cars,

fuel people use through

advertisement supported polls.

• Asking people's opinion on what

their best memories were & what

they liked most, & promising to try

to exceed and surpass their

expectations this year.

• Asking people their opinion on what

they would like to see at current &

future AutoShows.

CROWDSOURCING, RECRUITMENT, MARKET RESEARCH - I

• Getting people's opinion on our offline /

'nonline' advertising & positioning as feedback

for future

• Getting people's opinion on our plans for the

AutoShow and use it to change things that can

still be changed.

• Tapping into the community to recruit Beta

testers for AutoShow's official Mobile App and

Data Capture App

• Discovering and Recruiting volunteers and

entertainers for the official Social Media Booth.

CROWDSOURCING, RECRUITMENT, MARKET RESEARCH - II

• Posting as the AutoShow page onto official pages,

both Canada specific & world wide, of major auto

manufacturers & their dealers to engage them.

• Sharing posts related to the AutoShow from these

pages onto the AutoShow page to provide them

better, more relevant & larger exposure.

• Inviting them over for cross promotional activities

& letting them tag the AutoShow page for posts on

their own pages & then liking & commenting on

them as the AutoShow, to acknowledge & add

credibility & provide EdgeRank weight.

• Encouraging them to post directly on our page &

run their contests on our page.

CROSS PROMOTION & BRANDING OPPORTUNITIES - I

• Acknowledging self promoting irrelevant

posts on the wall, instead of

hiding/deleting them & asking for a

feature on the poster's own page.

• Approaching them with multiple branding

opportunities, e.g. at upper thumbnail

gallery, featured likes column (now

defunct due to timeline being released

for Pages) to sponsored posts &

sponsored contests.

• Approaching these brands with an

opportunity to feature their products/

cars/offerings on the default Landing

Tab/Welcome Tab/ Fangate Tab for the

new fans.

CROSS PROMOTION & BRANDING OPPORTUNITIES - II

• Setting up a third party facebook dashboard tool for

real-time social media & online monitoring.

• Setting up HyperAlerts for AutoShow's facebook page

to monitor & supervise all community managers

• Setting up Google Alerts to discover who, what, where,

said something about the AutoShow & doing a

sentiment analysis

• Searching on Facebook for AutoShow related groups,

accounts, duplicate pages, unofficial event pages, logo

being used without permission, community pages with

Wikipedia snippets & following up with owners/

reporting to Facebook to accentuate the official fan

page and official event page.

• Monitor twitter chatter about the AutoShow using

Tweetdeck & Hashtracking and making sure we raise

enough awareness about the official hashtag #CIAS12

SOCIAL MEDIA MONITORING & QUALITY CONTROL

• Created a proper schedule to

tweet in accordance with the

content strategy

• Content strategy was to

share and schedule tweets

related to cars, articles from

auto blogs, interesting news

related to cars

• Created the official hashtag -

#CIAS12, instead of

TWITTER CAMPAIGN - I

or #CIAS to ensure it is unique, meaningful, easily adoptable, using minimum number of

characters, but does not have alternate context or meaning, so that the conversation is

never diluted by irrelevant tweets

• Conducted ‘RT & Win’ contests to spread more awareness about the official hashtag

• Used twtpoll as a tool to conduct polls on twitter and as a part of our ‘RT & Follow’, ‘RT

& Tweet’ initiatives every other day.

• Acknowledging each and every mention and interaction (follow, favorite) and replying

back with thank you.

• Follow back new followers & send welcome DMs to apprise them of our Facebook

presence

• Join Facebook & Twitter accounts to share information about contests & activities on

facebook page to twitter followers as well.

• Keep track of conversations for #CIAS, Autoshow, Canadian Autoshow, autoshow 2012

& listen and engage people while raising awareness about the official hashtag #CIAS12

• Follow, Engage and retweet AutoShow related tweets from twitter accounts of major

auto manufacturers and dealers

• Live Tweeting at the event

TWITTER CAMPAIGN - II

• Setting up AutoShow & various exhibits (e.g. Mazda Exhibit, Ford Exhibit,

BMW Exhibit etc.) on foursquare

• Engagement via foursquare through tips, promotions, shares, comments &

check-ins.

• Highlight, feature and incentivize check-ins

FOURSQUARE

• Bringing “Like” signs to the offline world, by

encouraging guests to ‘like’ exhibits.

• Engaged ‘social media’ photographers to

capture pictures of guests and upload onto

facebook regularly. Encourage guests to visit

the fanpage and tag themselves. Created ipad

app to share pictures on guests’ social media

real-time

• Setting up and activation of “Social Media

Booth”, to engage guests with AutoShow’s

social media, collect data and give away prizes

• Created mobile apps to collect guest data via

Ipads at the social media booth

OFFLINE CAMPAIGN

• Reached 99.9% of all targeted

people in our demographic who

were on Facebook.

• Achieved an average CPC (Cost

per Click) of $0.606 for our CPC

ads and CPM (Cost per 1000

impressions) as low as $0.05.

• We have been able to reach all

of these people 'socially' through

'social impressions' i.e. ad

impressions where you see at

least one of your friends name

in the ad, which are 10 times as

effective than normal

impressions we see in 'Reach'.

FACEBOOK ADVERTISING

AD CAMPAIGN

• The first phase saw an increase of 1297.1 % in number of people talking about the

AutoShow, as well as increase of 20495.1% in Weekly Total Reach.

• The page reached out to more than half a million people.

• The strategy was to create awareness about the page and get more people talking about it.

‘EARNED’ VALUE / ACHIEVEMENTS

INCREASE IN OUTREACH

• Organic growth in number of likes.

• Steady increase in statistics

• The focus was to maintain a steady growth in reach of the page, keeping the contents

meaningful and relevant.

‘EARNED’ VALUE / ACHIEVEMENTS

INCREASE IN LIKES

• There was a shift in the culture of page, people started posting actively as the page became more

interactive.

• The strategy was to engage people in meaningful dialog and making them talk about their likes and

dislikes, so that we have a database that can be used by the automotive industry to figure out sales

patterns & demographics.

INCREASE IN ENGAGEMENT

‘EARNED’ VALUE / ACHIEVEMENTS

• The majority of the likes

came from the page itself &

Ads & Sponsored Stories.

• The idea was to get larger

footprint for the page.

INCREASE IN PAGE VISITS

‘EARNED’ VALUE / ACHIEVEMENTS

INCREASE IN OUTREACH

‘EARNED’ VALUE / ACHIEVEMENTS

• During the second phase, we managed to reach almost a million relevant people in the target demographic.

• Statistics for the final phase are still awaited due to delay in Facebook insights

• No. of Fans since Joshi Inc.’s involvement: 7,165

• No. of Comments: 4,993

• Percentage of Engagement: 144.79%

• ‘Earned Media’ Value: $23,131

• Detailed report: https://blitzmetrics.com/dashboard/?account=Canadian-International-AutoShow

VITAL STATS SINCE JOSHI INC. TOOK OVER THE FACEBOOK PAGE

‘EARNED’ VALUE / ACHIEVEMENTS

COMPARISON WITH COMPETITORS IN % OF ENGAGEMENT

‘EARNED’ VALUE / ACHIEVEMENTS

• Followers: 4,054

• Tweets: 4,414

• Listed: 64

• Klout Score: 56

• References:

• klout.com/autoshowcanada

• blitzmetrics.com/dashboard/?acc

ount=Canadian-International-

AutoShow

TWITTER STATS

‘EARNED’ VALUE / ACHIEVEMENTS

References:

• twittercounter.com/compare/autoshowcanada/3month/

mixed

• tweetlevel.edelman.com/TweetUserDetails.aspx

TWITTER STATS

‘EARNED’ VALUE / ACHIEVEMENTS

References:

• tweetreach.com/reach?q=autoshow

canada

• tweet.grader.com/autoshowcanada

TWITTER STATS

‘EARNED’ VALUE / ACHIEVEMENTS

• Created an iPad

app that allowed

people to enter

contests & collect

data at the Canadian

International

AutoShow.

• Social Media

Integration

•TECHNOLOGIES:

XCODE IOS

Development, IOS

4.2

MOBILE APP DEVELOPMENT (IPAD) Event Contest App

• Created an iPad

app to take

pictures & share

them real-time via

email & social

media at the

Canadian

International

AutoShow.

•TECHNOLOGIES

: XCODE IOS

Development,

IOS 4.2

MOBILE APP DEVELOPMENT (IPAD) Event Picture Collaboration App

Created the official

Mobile site for the

AutoShow

MOBILE APP DEVELOPMENT Mobile Site

THANK YOU!