Social Hive

MSLGROUP Asia

MSLGROUP‟s Global Social Media Offering

Asia Credentials | 2013

Table of Contents

−Storytelling

•Six Trends in Storytelling

•Our Storytelling Framework

−How We Tell Stories: Social Hive Offering

−Offering: Proprietary Products

•People’s Lab

•Social Hive Index

•Storystream*

−Offering: Social Marketing

−Who are the storytellers?

−Case Studies

−Awards−Questions

*Launching in Q2 2013

Storytelling

The Power of StorytellingUsing storytelling to inspire, organize and energize people around a shared purpose.

"Tell me a fact and I'll learn. Tell me a truth and I'll

believe. Tell me a story and it will live in

my heart forever.“- Ed Sabol, Founder NFL Films

The Power of StorytellingUsing storytelling to inspire, organize and energize people around a shared purpose.

Storytelling has been part of MSLGROUP‟s DNA since we

launched our global brand back in 2010. We believe storytelling is important

for a number of reasons: stories imprint themselves into our

brains faster than concepts explained with logic and

analysis; they‟re universal, crossing boundaries of culture, language,

gender and age; they‟re told and re-told, building and preserving a group‟s

sense of community, establishing emotional connections and

creating a shared sense of purpose; they hold our attention in an age of ever

increasing „noise.‟

Six Trends in

Storytelling

Short Attention Spans

Photo from goincase on Flickr

People are consuming news and entertainment in byte-sized pieces, increasingly on

smartphones and tablets, often on-the-go.

Narrow Interest Graphs

Photo from lylevincent on Flickr

People are selectively paying attention to the topics and sources they are most interested in,

and filtering out the rest.

Social Serendipity

Photo from jodiejaye on Flickr

People are discovering new content based on what is shared by their networks, or by other

people like them, via sophisticated algorithms.

Community Curation

Photo from peterhellberg on Flickr

People are forming on-the-fly communities around a shared passion or purpose by curating

content around hashtags and trending topics.

Remix In Context

Photo from candiedwomanire on Flickr

People are remixing photos, videos, art and music and sharing their creative work in the

context of a time, place or event.

Emergent Storylines

Photo from xjrlokix on Flickr

People are curating their own Facebook or Twitter timelines as work-in-progress stories, with

emergent narratives.

Our Storytelling

Framework

Social Hive

MSLGROUP Asia

Social Heartbeat FrameworkHelps brands design powerful purpose-inspired platforms and programs to inspire, organize and

energize people around a shared purpose

Storytelling FrameworkUsing storytelling to communicate social heartbeat

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?

How We Tell Stories:

Social Hive Offering

MSLGROUP Asia

MSLGROUP Social Hive is the global social

media practice of MSLGROUP, pooling 150+

dedicated digital advisors across North

America, Europe, and Asia, with unrivaled

expertise in social media counsel, online PR,

community managment, social media analytics

and social media marketing.

Social Hive is a strategic and trusted digital

advisor to our clients. A pioneer in influencer

marketing, word of mouth, real-time insights

and heritage in third party advocacy. We’re

able to cross-pollinate ideas and help our

clients in the Conversation Age.

Social Hive is part of MSLGROUP, Publicis

Groupe‟s strategic communications and

engagement global network.

About MSLGROUP Social Hive

1. Social insights

4. Social storytelling

5. Social marketing

6. Social business

2. Proprietary products

3. Production studio

PLAN

ENGAGE

BUILD

MSLGROUP Social Hive Offering

1. Social insights

4. Social storytelling

5. Social marketing

6. Social business

2. Proprietary products

3. Production studio

PLAN

ENGAGE

BUILD

- Social listening- Social analytics- Insight communities

- Social apps- Online videos- Community minisites

- People‟s Lab- Social Hive Index - Social Storytelling *

- Social CRM- Social enterprise- Social crisis management

- Movement marketing- Crowdsourcing contests- Social advertising

- Branded content- Community engagement- Influencer marketing

1

2

3

4

5

6

Social Hive Offering: Social InsightsMSLGROUP‟s Social Insights offering includes social listening, social analytics and insight

communities.

Social Listening: We use a social listening

platform such as Sysomos to monitor and

engage with key conversations happening

around the social web separate from owned

social media channels. We discover the data

you need to make the correct decisions.

Insight Communities: Insight communities

provide windows into what your target

audience is thinking and allows you to better

understand them. MSLGROUP‟s People‟s

Lab allows you to create qualitative online

research communities to draw insights from

these groups.

Social Analytics: We use social media

management platforms such as Buddymedia

& Radian6 to gain insights about your fans –

age, location, etc. We segment fans to help

define communications messages and see

what types of fans live within the community.

1. Social insights

4. Social storytelling

5. Social marketing

6. Social business

2. Proprietary products

3. Production studio

PLAN

ENGAGE

BUILD

Social Hive Offering: Proprietary ProductsMSLGROUP‟s Proprietary Products include People‟s Lab, Social Hive Index, and Storystream*.

People’s Lab: Software and approach for

crowdsourcing insights and innovation.

To crowdsource ideas and content from

consumers, employees and influencers.

Create an online community to better

understand the target audience.

Storystream*:

Aggregate the most powerful stories around

a specific topic from across the social web,

then curate them to create a private

newsletter or a dynamic web/ tablet/ mobile

magazine.*Launching in Q2 2013

Social Hive Index: Software and approach

for benchmarking social engagement in

context. To create a single dynamic score to

benchmark how organizations and

influencers are engaging their community

members on social media around a specific

topic. Klout with context and customization.

1. Social insights

4. Social storytelling

5. Social marketing

6. Social business

2. Proprietary products

3. Production studio

PLAN

ENGAGE

BUILD

Social Hive Offering: Production StudioMSLGROUP‟s Production Studio offering includes social apps, online videos and community

minisites.

Social Applications: We build applications

that add life to social media platforms.

Strengthen campaigns and develop deeper

relationships with fans by creating another

point of engagement.

Community Minisites: We build online

communities to pull together the brand‟s

existing social media community. Have all

owned channels on a minisite to support a

short-term or long-term campaign, tracking

community growth and interest.

Online Videos: We create viral videos to

launch a new product or create more buzz

around a campaign. Work with us to develop

the content that will ignite your fans to share

and spread your brand‟s message.

1. Social insights

4. Social storytelling

5. Social marketing

6. Social business

2. Proprietary products

3. Production studio

PLAN

ENGAGE

BUILD

Social Hive Offering: Social StorytellingMSLGROUP‟s Social Storytelling offering includes branded content, community engagement and

influencer marketing.

Branded Content: Content is king. We

bring the brand‟s story and messages to

social media to build and grow the online

community. Connect with audiences the way

they want to be reached with the correct

tone, content and multimedia visuals to

enrich the fan experience.

Influencer Marketing: Align the brand with

a key influencer that fans trust to bring the

message full circle. We integrate influencers

into the social storytelling process to

strengthen campaign messages.

Community Engagement: How do you

sustain fan interest in the online community?

We develop content calendars to effectively

deliver key messages that resonate with

fans. Through community engagement,

develop and discover brand advocates.

1. Social insights

4. Social storytelling

5. Social marketing

6. Social business

2. Proprietary products

3. Production studio

PLAN

ENGAGE

BUILD

Social Hive Offering: Social MarketingMSLGROUP‟s Social Marketing offering includes movement marketing, crowdsourcing contests

and social advertising.

Movement Marketing: Ignite your fans to

spread a message or champion a cause.

Allow the brand to empower a group to

make a change in the world. We develop

integrated digital campaigns to catalyze fans

to act and create a grassroots movement.

Social Advertising: Extend community

building efforts with social advertising. Let

fan actions speak for the brand. Pay to

sponsor positive fan interactions with the

brand to a greater community to increase

fans on Facebook and other social media

platforms.

Crowdsourcing Contests: Rally fans to

participate in a crowdsourcing contest. Let

fans create product ideas or provide

valuable insight in improving business

models. We can create special minisites or

social media applications to bring contests to

life.

1. Social insights

4. Social storytelling

5. Social marketing

6. Social business

2. Proprietary products

3. Production studio

PLAN

ENGAGE

BUILD

Social Hive Offering: Social BusinessMSLGROUP‟s Social Business offering includes social CRM, social enterprise and social crisis

management.

Social CRM: Incorporate social into the

decision making process for purchases.

Provide real-time customer service or create

online customer communities for education

and promotion. We help you determine the

best ways to start a social CRM process.

Social Crisis Management: We help you

put strategies in place and conduct Social

Media Immersion Workshops to give

decision-makers and frontline managers a

joint understanding of social media

dynamics via our proprietary online crisis

simulation.

Social Enterprise: Integrate social into all

business aspects from sales to human

resources to create a social business.

Leverage insights from social media to make

better business choices. We create a

strategy and work with your teams to bring

social to all business areas.

1. Social insights

4. Social storytelling

5. Social marketing

6. Social business

2. Proprietary products

3. Production studio

PLAN

ENGAGE

BUILD

MSLGROUP Social Hive Offering in Asia Social Hive Offering CH HK TW IN JP SG

Social Insights

Social Listening

Social Analytics

Insight Communities

Proprietary Products

People‟s Lab

Social Hive Index

Social Storytelling

Production Studio

Social Apps

Online Videos

Community Minisites

Social Storytelling

Branded Content

Community Management

Influencer Marketing

Social Marketing

Movement Marketing

Crowdsource Contests

Social Advertising

Social Business

Social CRM

Social Enterprise

Social Crisis Management

Offering:

Proprietary

Products

MSLGROUP Asia Social

Hive

Proprietary Products: People’s LabSoftware and approach for crowdsourcing insights and innovation

NEED

• To crowdsource insights and ideas from

consumers, employees and influencers.

• To crowdsource content and stories from

consumers and influencers.

• To crowdsource tips and best practices

from employees and stakeholders.

COST

• The cost includes a one-time setup fee and a

monthly licensing fees, and, if needed, custom

design & development, community

management, and content creation/ curation.

From Euro 10,000 to Euro 100,000 for typical

projects of 3-12 months.

FOR MORE

Ask pascal.beucler@mslgroup.com,

gaurav.mishra@mslgroup.com and

tushar@2020social.com for the People‟s

Lab deck and demo, or visit

http://peopleslab.mslgroup.com.

CLIENTS

• Dell India, 2010

• P&G Asia (Singapore), 2012

• KPMG India, 2012

• Chicco Artsana Italy, 2012

• Bulgaria Government, 2012

• MSLGROUP Global 2011, 2012

OFFERING

• Set up highly customized private or public,

web or mobile insights communities,

ideation communities, and contest

platforms.

• Deeply integrated with Facebook, Twitter

and YouTube.

• Rich content, community, gamification and

social analytics features and Tumblr-like

visual content interface.

• Custom design and development for

specific needs.

• Plus, content creation, content curation

and community engagement services.

Chicco Artsana Nata IeriItaly | 2012 | People‟s Lab

Started Aug 2012

Running Indefinitely

82 Users

65 Insights

150+ Comments

1000+ Visits

CHALLENGE

•Chicco Artsana wanted to engage parents

in discussions around bringing up children

for analysis and insight generation.

SOLUTION

•A semi-private, web based community

allowing parents to invite others and discuss

parenthood issues catalyzed by community

managers through sharing specific

experiences.

RESULT

•In progress.

Proprietary Products: Social Hive IndexSoftware and approach for benchmarking social engagement in context

NEED• To create a single dynamic score to

benchmark how organizations and influencers are engaging their community members on social media around a specific topic. Klout with context and customization.

OFFERING

• Set up dynamic, daily updated dashboard

with a single score for each company.

• Uses a combination of automatically

updated social analytics data, quarterly

qualitative research waves, and our

proprietary normalization algorithm.

• Quantitative social analytics data from

Facebook, Twitter, LinkedIn, YouTube,

SlideShare, blogs and websites around a

specific topic.

• Qualitative rating scores on the

effectiveness of storytelling and

engagement.

COST

• The cost includes one-time setup and

customization, daily updated dashboard,

monthly reporting, and quarterly qualitative

research and recommendations. Euro 10,000

to 30,000 per topic/ market per year, based on

complexity of customization.

CLIENTS

• MSLGROUP Global, 2012

FOR MORE

Ask pascal.beucler@mslgroup.com,

gaurav.mishra@mslgroup.com and

tushar@2020social.com for the Social Hive

Index deck and demo, or visit

http://socialhiveindex.mslgroup.com

Proprietary Products: StorystreamSoftware and approach for social curation and social storytelling

NEED

• To aggregate the most powerful stories

around a specific topic from across the

social web, then curate them to create a

private newsletter or a dynamic web/

tablet/ mobile magazine.

OFFERING• Set up highly customized, private or public,

web or mobile social curation and social storytelling platforms.

• The algorithm aggregates the most relevant stories around a topic from a hand-curated list of influential sources, then uses social analytics data from Facebook, Twitter and LinkedIn to identify the most popular stories.

• A human editor tags individual stories which are emailed to individuals for action, or distributed to a group as a private email newsletter, or published to a dynamic public magazine that works across web, tablet and mobile interfaces.

COST

• The cost includes a one-time setup fee and a

monthly licensing fees, and, if needed, custom

design & development, community

management, and content creation/ curation.

From Euro 10,000 to Euro 100,000 for typical

projects of 3-12 months.

CLIENTS

• Under development.

FOR MORE

Ask pascal.beucler@mslgroup.com,

gaurav.mishra@mslgroup.com and

tushar@2020social.com for the Social

Storytelling deck (coming soon).

Offering: Social

Marketing

MSLGROUP Asia Social

Hive

Movement Marketing: PurPle (Purpose + People)Approach for collaborative social innovation and movement marketing

NEED

• To inspire, organize and energize

consumers, employees and influencers to

participate and act around a shared

purpose.

COST

• The cost includes research, strategy, design

and development, content creation, and

community management. From Euro 50,000 to

Euro 1,000,000 for typical projects of 3-12

months.

FOR MORE

Ask pascal.beucler@mslgroup.com,

scott.beaudoin@mslgroup.com and

gaurav.mishra@mslgroup.com for the

PurPle deck, or visit

http://purple.mslgroup.com.

CLIENTS

• MSLGROUP Global, 2011, 2012

• Perfetti China, 2011, 2012

• Siemens Germany, 2011, 2012

• Dell India, 2010

OFFERING

• Create private communities to

collaboratively rediscover a shared

purpose to inspire people.

• Design long-term channel-agnostic

collaborative social innovation and

grassroots movement marketing platforms

to organize people.

• Create a series of interconnected purpose-

inspired programs to energize people.

• Use purpose-inspired transmedia

storytelling to trigger participation and

action.

Purpling MSLGROUP Global | 2012 | People‟s Lab

Started July 2012

2 Months

111 Users

33 Insights

45 Comments

425 Visits

CHALLENGE

•MSLGROUP wanted senior stakeholders

globally, to discuss what was the best

method to PurPle the group.

SOLUTION

•A limited period, private, collaboration

platform created for all stakeholders.

•An integrated approach using mailers,

slideshare embeds and catalyzing examples

on the platform ensured engagement and

participation.

RESULT

•100+ unique visitors,

•100+ contributions

•One approach selected through a voting

process.

Who are the

storytellers?

MSLGROUP Asia Social

Hive

Social Hive Asia Team (80+)

ParveezModak,Mumbai25

Narendra Nag,Delhi15

Sohini Sengupta,Mumbai

Gaurav Mishra,Shanghai

Manager, Tokyo

Derek Dong, Beijing

Suryasen Kundu, Delhi

Manager, Singapore

Tushar Bajaj, Delhi

Alice Hu,Shanghai

Wei Wang, Shanghai10

Henry Yan, Shanghai

Jason Jiao, Beijing

Joy Das, Mumbai

Lu Sun, Beijing

30

Stacy Jia, Beijing

Manager, Taipei

Kelvin Jiang, Beijing

Manager, Hong Kong

Gaurav Mishra, ShanghaiAsia VP of Insights, Innovation & Social

BIOGaurav support s1400+ staff, including 80+ dedicated

digital and social media staff, across 10+

MSLGROUP agencies in India, Greater China, Japan

and Southeast Asia and leads insights, planning,

creative and training.

Gaurav also helps create new insights and innovation

offerings for MSLGROUP‟s global network, including

software, services and thought leadership. Examples

include People‟s Lab for crowdsourcing insights and

innovations and PurPle (Purpose + People) for

catalyzing collaborative social innovation and

grassroots change movements.

Previously, Gaurav studied at IIM Bangalore, held

senior marketing roles at the Tata Group, taught

social media at Georgetown University as the 2008-

09 Yahoo! Fellow, launched crowd-sourced election

monitoring platform Vote Report India and co-founded

social media agency 2020 Social, which was acquired

by Publicis Groupe.

EXPERTISE

• Social media marketing

• Purpose-inspired branding

•Movement marketing

• Social innovation

•Transmedia storytellling

•Crowdsourcing

RECOGNITION•2008-09 Yahoo! Fellow, 2009 TEDIndia Fellow, 2009

SNCR Fellow

•Quoted in 100+ media stories.

•Served on 5+ award juries.

•Written 5+ book chapters.

•Spoken at 100+ conferences.

CLIENTS

•P&G Asia

•Walmart Asia

•Haier Global

•International Olympics Committee

•Perfetti China

Case Studies

MSLGROUP Asia Social

Hive

Greater China

MSL CHINA

AlpenliebeChina | 2011 | Case Study

CHALLENGE

•In an increasingly squeezed market, Alpenliebe

found itself being recognized by consumers, but not

being known for anything in particular.

• It was at risk of becoming perceived as irrelevant

and outdated, in China market that was awash with

brands creatively engaging with consumers.

RESULT

•150,000 community members

•151,000 kindness stories generated from fans

•3,270,000 shares and comments across digital

platforms

•16% sales growth

•63% ahead of category growth

SOLUTION

•Started a kindness movement by using Renren as

the campaign hub for people to share their personal

acts of kindness. Sina Weibo amplified the reach of

the movement, distributing content and sparking

additional interactions.

•Video web stories showcasing kindness were

produced and uploaded to video sharing site, Tudou

to inspire.

Tudou Kindness Videos Sina Weibo Page

Renren PageWorld Kindness Day

AlpenliebeChina | 2012

CHALLENGE

•Continue to showcase Alpenliebe as a company that

inspires and creates millions acts of kindness for a

sweeter world.

•Maintain and build relationships with existing

consumers and fans from 2011 campaign.

RESULTS

•600,000+ community members

•4 million online interactions

•246 media clippings

•20% growth in brand sales volume

•“Positive power” became a Top 10 Sina Weibo Hot

Topic in 2012 with Alpenliebe leading the

conversation

SOLUTION

•Continuing with the kindness movement with “365

Days of Positive Power” on Sina Weibo.

•Created a kindness infographic every day with a call

to action to engage and catalyze the community to

act.

•Partnered with changemakers, NGOs and media to

support the digital campaign and celebrate Alpenliebe

fans.

Sina Weibo Kindness Infographics

Top 10 Sina Weibo Hot Topic in 2012

Sina Weibo 365 Days of Positive

Power ApplicationPhotos Generated by Fans

Singapore Tourism Board China | 2010 | Case Study

CHALLENGE

•Singapore Tourism Board wanted more affluent

Chinese tourists to go visit Singapore.

•Showcase Singapore as the best tourist destination

for Chinese people in the increasingly competitive

tourism market.

RESULT

•Awards: 2011 International Business Awards

•2011 Top 10 Chinese Best Weibo Practice Award

•437,000+ online interactions

•12 million impressions

SOLUTION: Phase 1

•Launched a new campaign, “Transformed

Singapore” as a part of the larger rebranding of

Singapore (Your Singapore).

•Introduced Stefanie Sun as Singapore Tourism

Board ambassador who personified transformation to

netizens through social media outreach.

Stefanie Sun, Singapore Tourism Board Ambassaor

STB Sina Weibo

Singapore Tourism Board China | 2010 | Case Study

CHALLENGE

•Singapore Tourism Board wanted more affluent

Chinese tourists to come visit Singapore.

•How to show Singapore as the best tourist

destination for Chinese people in the increasingly

competitive tourism market.

RESULT

•Awards: 2011 International Business Awards

•2011 Top 10 Chinese Best Weibo Practice Award

•437,000+ online interactions

•12 million impressions

SOLUTION: Phase 2

•Invited KOLs to visit Singapore and to share their

experiences with fans on Sina Weibo (social media

hub).

•Visitors could design their own customized trip to

Singapore on the website and were encouraged to

share their travel experiences.

•Users participated in a photo contest on Kaixin that

was based off places where Stefanie Sun (Singapore

ambassador) had featured on social media.

Custom Trip Planning Kaixin Photo Contest

Singapore Tourism Board

Ernst &YoungChina | 2010

CHALLENGE

•Ernst & Young (EY) needed to strengthen their

brand among business graduates in China – a group

which spends most of their free time online or with

peers, and have low traditional media consumption.

SOLUTION•EY went digital with an integrated online and offline campaign.

•EY‟s “online home” for career development was created on Renren to establish a relationship with the target audience.

•EY was the first of the big four to establish an online home on Renren.

RESULTS•26 000+ fans on the EY Renren page.

•5,000 students visited the Campus Tour. 99% said

they would consider EY as an employer.

•EY improved more than any other competitor,

including strengthened in key areas addressed by

project.

Ernst & Young Renren Page

New BalanceHong Kong | 2011

CHALLENGE

•New Balance was new to the court shoe category,

which was already a saturated market.

•They needed to find a way to enter quickly and

successfully to launch the CT891 Collection.

RESULT

•2,300 new Facebook fans after the one month

campaign.

•4,452 views of the viral video.

•Demand for the limited edition box item was 10 times

actual product availability.

SOLUTION

•Tapped into the skater community by creating a viral

video featuring the product.

•Created anticipation on street fashion media and

Facebook via styling tips and conversations, finally

driving traffic to the store.

•Introduced the Penny Skateboard set, a limited

edition item available on a register-for-chance-to-buy

basis.

New Balance Facebook Page

New Balance CT891 Collection Viral

Video

Facebook Posts

China

Genedigi

HuaweiChina | 2011

CHALLENGE

•Huawei was transitioning from B2B to B2C.

•Consumers had little understanding of Huawei.

•Huawei needed to launch its flagship smartphone in

a competitive market.

RESULT

•500,000 people participated in campaign activities.

•410,000 views of viral video during launch week.

•In 2011, Huawei defeated Apple and ranked number

3 among smartphone manufacturers in China.

SOLUTION

•Integrated location based service events with Sina

Weibo engagement to educate consumers about the

new smartphone. Consumers could also win badges

by participating in the LBS events.

•Created a viral video that was uploaded on to top

video sharing websites.

•Launched campaign during holidays when mobile

phone purchase were traditionally high.

Holiday Promotion

Sina Weibo Post

Viral Video

SamsungChina | 2011

CHALLENGE

•Samsung was going to launch its red LCD Monitor,

Red Rhyme Monitor, in an already saturated market.

•Consumers could not differentiate between different

brands that sold LCD monitors.

RESULT

•35,000+ competition participants.

•Contest propelled “beautiful contestants” to be a Sina

Weibo Hot Topic.

•2011 sales goal of 1 million monitors was attained

ahead of projected date.

SOLUTION

•Launched an online talent competition to find a “Red

Rhyme Lady” through an online voting contest.

•Contestants signed up on the official website and

interacted with voters on Sina Weibo to win votes.

•Various prizes and Samsung products were given

away to incentivize participation. “Red Rhyme Lady” Talent

Competition

Talent Competition

Contestants

India

MSL India

2020 Social

eBayIndia | 2012 | Case Study

CHALLENGE

•EBay wanted to become the preferred ecommerce

brand in India.

RESULT•Facebook became the second largest driver of online traffic to eBay.

•EBay India's Facebook page (1,421,912 fans in early 2012) is the largest facebook community amongst e-commerce entities in India.

•An average of 1,200 queries are answered monthly on the Facebook page.

SOLUTION

•Women-centric, insights led social media campaign

that also fixed customer-issues in real-time.

•Special deals were made available to fans leading to

higher conversions and increased word of mouth

leading to the notion, "eBay deals are the best

online."

•Rich visual storytelling such as," Every day in

January is a Special Day," and a curated collection of

products ensured high engagement and relevance .

Facebook Engagement

Facebook Post

Facebook Engagement

Sony MobileIndia | 2012 | Case Study

CHALLENGE

•Sony Mobile needed to achieve top-of-mind recall

through creative engagement in the already crowded

Indian marketplace.

RESULTS

•Sales targets were met within three days.

•Recognized as 10th most popular brand on social

media in India by NM Incite.

•Engaged 600,000 non-fans and added 2,000+ fans

every day with over 10,000 stories created around

posts each day.

SOLUTION

•Focused on engaging audiences through an

integrated program that straddled social media, TV

commercials and product launches.

•Used a series of contests, quizzes and

crowdsourced content to generate widespread

awareness and engagement on social platforms. Facebook Engagement

Sony Mobile FacebookFacebook Engagement

Australian High Commission Oz FestIndia | 2012

CHALLENGE

•Show India that Australia is a people friendly,

culturally rich nation.

RESULT

•52,000+ unique visits to the website

•15+ million impressions through online media buys

•61,000+ Facebook fans

SOLUTION

•Created an engaging storyline around “Oz Fest,” a

four month arts festival in India to connect target

audiences online and offline to experience Australian

culture.

•Conducted contests and event registration activities

to increase awareness.

•Oz Fest was the biggest Australian culture festival

ever to occur in India.

Oz Fest Website

Oz Fest Facebook PageOz Fest Events

VolkswagenIndia | 2012

CHALLENGE

•Volkswagen‟s wanted to educate India that small

changes could help improve the country‟s water

scarcity issue.

RESULT

•2,600 pledges from the fans

•Gained 32,000 fans over 1.5 months

• Added 20% more subscribers to the Volkswagen

YouTube channel

SOLUTION

•Launched the “Every Drop Counts” campaign to

crowdsource water saving ideas via a Facebook

application.

•Created a series of short films with Think Blue

ambassador Neil Nitin Mukesh to increase awarenss

about the contest.

•The best idea was voted by Facebook fans featured

on ZEE News.

Every Drop Counts Campaign

Taiwan

ICL MSL

Hong Kong Tourism in TaiwanTaiwan | 2010 | Case Study

CHALLENGE

•The Hong Kong Tourism Board wanted to boost in-

bound travel from Taiwan, and identified young

travelers as key tourism growth drivers.

RESULTS

•Most popular" and "most viewed" video on YouTube

within 24 hours of being uploaded.

•Reached one million visits in two weeks and

cumulative views of all in excess of 8 million.

•Helped generate 376,629 visitors to Hong Kong

between January-February 2010 - an increase of

12.7% over the same period in 2009.

SOLUTION

•First online interactive promotion video in Taiwan,

using the "videosharing" function on YouTube.

•Interactive video series: "Winter in Hong Kong - The

last 120 hrs of a Taiwanese Geek" was produced to

engage young Taiwanese travelers with Hong Kong.

•At the end of each sub-video, viewers could choose

different options that let them experience what dating

their dream girl in Hong Kong would virtually be like.

Winter in Hong Kong Interactive Video

Series

Taiwan Excellence Taiwan | 2012 | Case Study

CHALLENGE

•Increase awareness about Taiwan Excellence and

its Taiwan.

•Increase purchases of Taiwan products.

RESULTS

•36,000 total contestants across 4 countries

•Over 1 million website visitors

•120,000 social media fans

SOLUTION

•Consumers from China, India, Indonesia or Vietnam

were invited to participate in a 3-stage competition

integrated with social media called SmarTEST!, which

was designed around Taiwan Excellence brands.

•Part 1: 24-hour online test

•Part 2: 10 winners from part 1 participate in

challenges and upload videos to YouTube

•Part 3: One winner from each country

assembles team and goes to Taiwan to

compete with teams from other countries

•The winner won the title of The SmarTEST! and was

nominated as the Taiwan Excellence Brand

Ambassador of 2012.

SmarTEST! Website

Singapore

MSL Singapore

P&G “Thank you, Mom” London 2012 OlympicsP&G Asia (Singapore) | 2012

CHALLENGE

• With more than 14 independent community managers throughout Asia working across

numerous company-owned social platforms, P&G needed a content management and

deployment platform to enable real-time sharing and content optimization, while

managing stringent International Olympic Committee (IOC) approvals and P&G social

media legal guidelines.

RESULTS

• Through the SMRC, MSL Singapore actively engaged with more than 100 P&G

stakeholders and agency partners.

• P&G stakeholders from both brand and corporate teams contributed materials and this

drove sharing and reapplication of best practices.

• 100% of the countries downloaded and repurposed conversation starters and content

provided on the platform. The SMRC and content developed by MSL Singapore

enabled P&G Asia to contribute significantly to the momentum of the “Thank you,

Mom” movement.

SOLUTION

• Created the Social Media Regional Centre (SMRC) - a password-protected,

closed-system platform for P&G‟s internal and external community managers to serve

as a real-time clearing house for globally, regionally and locally-produced content. The

platform also enables regional P&G team to answer questions in real-time and

encourages sharing of best practices and successes.

• MSL Singapore also developed the regional social engagement strategy, social media

conversation calendars for P&G, and effectively responded to queries in real-time

through the SMRC.

Social Media Regional Centre (SMRC)

powered by MSLGROUP‟s People‟s Lab

Regional content and guidance posted

on the SMRC

Awards

Social Hive

MSLGROUP Asia

Awards2012 | 2011 | 2010

SINGAPORE

Bees Social Media 2010

- P&G: Best Relationship with blogs for

Whisper (MSL Singapore)

CHINA

Bees Social Media 2011

- IKEA: Best Use of Microblogging Platform

(Eastwei MSL)

IBA 2011

- Singapore Tourism Board: Distinguished

honoree – Stevie: Social Media Campaign

(Eastwei MSL)

Digital Media Awards 2011

- Singapore Tourism Board: Shortlisted in the

nomination Travel/Leisure (Eastwei MSL)

China Digital Media Awards 2011

- IKEA: Winner, „Ten Outstanding Case of

Chinese enterprise microblog‟ (MSL China)

China Digital Media Awards 2011

- STB: Winner, „Ten Outstanding Case of

Chinese enterprise microblog‟ (MSL China)

PR Daily Awards 2012

- Singapore Tourism Board: Nominated in

Best Social Media Campaign (MSL China)

INDIA

Big Bang Awards 2011

- Au Bon Pain: Silver Award - Social

Media Campaign (Hanmer MSL)

CMO Asia Award 2011

- Mantri: Best Use of Social Media in

Marketing (Hanmer MSL)

SABRE Asia-Pac 2011

- Au Bon Pain: Social Media

Campaign (Hanmer MSL)

Bees Social Media 2012

- ebay India: Best use of Social CRM

(Hanmer MSL)

TAIWAN

Digital Media Awards 2011

- Hong Kong Tourism Board: Bronze in

Travel/Leisure Category (ICL)

How can we help

you?

Gaurav Mishra

Asia VP of Insights, Innovation & Social

Email: gaurav.mishra@mslgroup.com

Follow: @gauravonomics on Twitter