Who we are…

We are digital, public relations, advertising professionals in the business of storytellingSTORIE

SWe create

We tellWe share

Social HiveDigital 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 frameworksService 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 frameworkThree types of stories told in sequenceWhy (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 PLANNIN

G 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 PLANNIN

G 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 PLANNIN

G 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 PLANNIN

G 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 PLANNIN

G 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 PLANNIN

G 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 PLANNIN

G 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 PLANNIN

G AND BUYING

We tell stories for…

Brands we partner

Success stories

Winner Best Social CRM 2012

eBay India

Bronze Stevie WinnerMarketing – Consumer Services 2012

eBay India

Bronze Stevie WinnerSocial Media Focused Campaign 2012

eBay India

Two Years – Four International Awards

Bronze Stevie WinnerSocial Media Focused Campaign 2012

Sony Mobile

The storytellers…

India team

parveez.modak@hanmermsl.com | +91 9892127389

narendra@2020social.com | +91 99536 92269

pankaj.desai@hanmermsl.com | +91 9825020876

sohini.sengupta@hanmermsl.com | +91 9930952041

surya@2020social.com | +91 9910027241

joy.das@hanmermsl.com | +91 97681323243

Parveez ModakCo-Lead

Narendra NagCo-Lead

Pankaj DesaiVP

Design and Dev/Build

Sohini SenguptaAD

Mumbai Head

Suryasen KunduAD

Delhi Head

Joy Das, AADMedia Plg, Buying |

Influencer Outreach

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

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, TaiwanTaitra’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 countsVolkswagen 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

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. The Raksha Bandhan storySibling 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 ShowThe 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, TGITrivia

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 celebrationsStories 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 Intelligence

We 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 PLATFORM

4. 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

?

Dedicatedcomplaine

r?

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

End