MTV India Social Media Audit

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Search Trend Analysis

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Search Trend Analysis for MTV India• Search trend analysis shows that online users

search about MTV India through out the year• In last one month the search about MTV India

has increased significantly mainly due to Roadies

• The most important analysis of search trend shows that MTV India is searched highest in Madhya Pradesh followed by Delhi and Karnataka

• The top 5 search about MTV India includes– MTV in India– MTV roadies– MTV India splitsvilla– Live MTV India

• The recent rising search trend shows a breakout on MTV Roadies 8 which means that there is sudden outburst of online search about roadies and online users are highly searching information, videos, news about MTV roadies 8

• Surprisingly MTV is not much searched in West Bengal region and North India even when most of their activities Include largely these 2 regions

MTV should start focusing their activities in Madhya Pradesh as they are highly desired in that State but unfortunately not been given due importance in MTV activities

Search Trend analysis MTV Roadies8• Search Trend shows that online users

started searching for information related to Roadies 8 from August Itself

• This reflect that popularity of the show that people were awaiting for information about the Roadies 8

• However from January there is a significant abrupt increase in online searches about Roadies 8

• Roadies 8 started in January and ever since people are searching information, news, videos about roadies in large number

• Trend analysis about Roadies also reflect an important thing about its regional search where Madhya Pradesh again is the leader in search followed by Gujarat and Delhi

• There is an enormous search trend going for Roadies 8 where most of the search about Roadies are on Breakout which shows that Roadies 8 is searched beyond a normal pattern compare to any other brand

• Roadies8 is most searched for:– Roadies Theme Song / lyrics– Roadies Audition (mainly videos)

High time for MTV and Roadies Team to start considering the increased interest and popularity of Madhya Pradesh in their brand and replicate it

Social Sentiment Analysis

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Social Sentiment For MTV India• MTV one of the biggest youth brand in India is

constantly mentioned on social space by online users

• Online users like talking about MTV India reflected by the fact that every 2 minutes MTV India gets socially mentioned online

• People are mentioning and talking about MTV India on different online platforms, the top platform are as follows:– Youtube– Google Blog– Twitter– Plurk– Identica– Facebook

• MTV , a dynamic and youth oriented brand has a 5:1 (positive to negative) Sentiment ratio

• This reflect that there is a negative conversation about MTV India for every 5 positive conversations

MTV being the number 1 youth brand of India deserve a better Social Sentiment Ratio and therefore should work to improve it. Its time to build some more social evangelist

• ROADIES the Biggest, oldest and most successful reality show in Indian Television that changed MTVs fortune is always a matter of Social conversation offline and online

• Online users like talking about Roadies8 reflected by this mind boggling fact that every 46 second Roadies8 is getting socially mentioned online

• People are mentioning and talking about Roadies8 on different online platforms, the top platform are as follows:– Digg– Youtube– Google Blog– Facebook– Pixsy

• Its surprising to see that social mention about roadies 8 are not very active on twitter

• MTV , a dynamic and youth oriented brand has a 12:1 (positive to negative) Sentiment ratio

• This reflect that there is a negative conversation about MTV India for every 12 positive conversations

Social Sentiment For Roadies8

Roadies8 is one of the most popular reality show with a huge fan following and positive social sentiments , however the social mention about Roadies8 is not active on twitter which need s to be worked . Get official tweeters & involve evangelist

MTV India social media analysis

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MTV India Social Media Analysis: Website• MTV India website is one of the most

dynamic, vibrant, youthful website

• The website is well equipped with all social widgets and social sharing features

• MTV India takes their social media marketing very seriously and involve their employees, celebrities, VJs to actively involve with social media and act as their brand evangelists

• They are using twitter widget to showcase all tweets by their VJs on their website

• They have a well designed Facebook fan box to convert the website visitor into a Facebook fan

• The features like Videos, photos and social sharing option make the website content rich attractive and highly engaging

• How serious MTV India takes its social media is reflected with the fact that they have used FB connect application on their website which can enable a lot of fb integrated features for the website like easy sharing publishing and friends connect

• MTV India website acts as a youth community where conversations can be engaged

• Their website enable bloggers to start their blog and contribute content for mtv users and Indian youth. The Blogs cover wide categories that connects with the youth including:– Politics– Entertainment– Gossip– Bollywood and Hollywood– Reviews– Music– Fashion

MTV India Social Media Analysis: Website

Add a feature through which friends can interact and network on mtv website. MTV India will become the biggest Indian social networking website if that can be done

• MTV India social media campaigns are always supported digitally on their website

• Their campaign “ College Beat” is a smart tactic to engage not just individuals but communities / colleges

• College beat is about online reporter of own college who will give insights , information & gossips about their college

• This is a smart campaign to build MTV India evangelist and influencers in youth centers like colleges

• The reward for the campaign winner is a chance to be VJ

• This also enable MTV to connect with youth of India across all colleges using social media without any extra efforts

• However the campaign will still be considered more like a tactical campaign than a long term social media strategy

MTV India Social Media Analysis: College Beat Campaign

• Gang Next is MTV India social Media campaign specifically designed and created for its Facebook Fans

• The Gang Next 1 was considerably successful which resulted in launch of Gang Next 2

• Facebook acts as the biggest network of friends and it enables a lot of features through which this network can be utilized, Gang Next is tactically designed to utilize the Facebook network through a group or gang activity than an individual social activity

• It is established on the fact that each group or gang aims to prove themselves as best

MTV India Social Media Analysis: Gang Next campaign

Gang Next is highly engaging campaign but again it is tactical in nature and lacks an end objective. The difference between strategic campaign and tactical campaigns will be in terms of their objective and end result, most of the tactical campaigns ends abruptly without any after effect or after buzz or conversations, whereas strategic campaign will be with a specific objective and ends with some relevance and post campaign conversation for long time. Strategic campaigns always have a higher retention

• Eco-Lution is MTV India campaign for social cause

• Using social media to create awareness about Green India

• The campaign was linked to benefiting society through an offline-online integration of campaign

• MTV India motivated its social followers and fans to plant a virtual tree and promised to plant a real tree on ground for each

• This is a social and environmental campaign which utilise the social network, connect and strength of MTV India for a cause

MTV India Social Media Analysis: Eco-Lution campaign

The ecolution campaign is a good initiative like save the tiger but definitely there has to be some social screening of how the digital plantation is being converted into a real plantation on the ground

This will give a true value to every digital tree planted by online users and they will be motivated to participate in such social cause through social media

MTV India social media analysis : Facebook• MTV India Facebook Page is one of the Most Liked, most

engaging and highly active

• MTV India page currently have 1601571 fans and among the leading Indian brands on Facebook

• The page growth was initially managed through paid advertisements

• MTV India follows a 360 degree marketing campaigns and are integrating their print, digital, social media and TVCs for marketing

• Facebook Page plays a very important role for social media integration to enable their 360 degree marketing initiative

• Majority of MTV India digital campaigns are run on their website www.mtvindia.co.in but their Facebook page always has a micro Avatars of these campaigns

• Most of the strategies followed by MTV India Facebook page are tactical and not strategic

• MTV is a youth brand and has a wide variety of content that connects with youth and interest them, therefore the engagement level on the page is always good

MTV India Facebook Tactics• MTV India tactically manages the

activity and engagement level on their page through online application, creative updates with wide reach and frequent contest

• The contest run by MTV India page can be divided into:– Only FB contest– Online-Offline contest

• The participation level of Facebook fans are high but still MTV has not been able to utilize their connection with their fans for youth initiatives

The engagement and participation level of MTV India is high but there seems no objective for such youth connection. A powerful entity like MTV India can run social campaigns with a relevant contribution to society. They have power, connection and people to successfully do it just think that they need a plan and objective

• MTV India has 189752 followers on twitter

• The followers number is good , definitely the number is not a result of a 100% organic growth but paid

• MTV India all digital properties are always well designed vibrant, colorful and youthful and so is their twitter handle

• Currently MTV of twitter is doing conversation, engaging updates, 360 degree integrated marketing campaigns and tactical contest

• The numbers that MTV India is following however seems less, as in a social world it is important to show respect to evangelist and follow them irrespective of your celebrity or brand status

MTV India social media analysis : Twitter

Social Media Analysis: Twitter• The Readers reach of MTV India via

twitter is 1176110 which is 5 times their total followers reflecting that followers are retweeting them and acting as evangelists

• The average tweets per day is appox 5 which is decent considering that the number goes significantly up during campaigns

• Majority of followers for MTV India is from India only, which is not the case with a lot of big brands on twitter that I have come across. This is a good sign of targeted marketing

• MTV India is growing with average 500 followers per day through their organic growth initiative

• MTV India is has 86 percent male and 14 percent female followers on twitter which is not good

• Special strategies and tactics should be formed targeting females

• MTV India is actively involving in conversation through @ mentions and retweet strategy

• MTV India is utilizing good number of hash tags with #Roadies8 as the most actively used hash tag recently

• Popular hash tags used by MTV India on twitter are:– #Roadies8 57%– #RawRepublic 12%

Social Media Analysis: Twitter

MTV India Social Media Reach: Twitter• Sample of last 50 tweets mentioning

@mtvindia reached 4024 people contributed by 42 twitterers

• This reflects that tweets mentioning mtv India reach people without any push by mtvindia which indicates that mtv followers are acting as initiators, influencers and potential evangelists

• Majority of reach is due direct tweets but retweet and conversation which is a sign of good strategic implementation

• The most popular hash tag contributed by MTV India #roadies8 has more reach than even @mtvindia

• Sample of last 50 tweets with hash tag #roadies8 reached 5517 people

• Majority of them were through regular tweets which is a good sign for a has tag as it indicates that more and more people are aware and using this hash tag

Thanks & enjoyCheers!!!!!!

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