puravankara final
DESCRIPTION
Digital Media Plan for PuravankaraTRANSCRIPT
Digital Media Strategy
March 4, 2013
• Set up to create social media campaigns for brands on an ROI Basis in 2008
• YRALS was founded by Jaideep Bir along with an angel investor and has a 60 member team across Mumbai, Delhi & Bangalore
• YRALS also specializes in creation of web & mobile properties for Brands that enhance interactivity, build Brand loyalty and Engagement
• The company has executed Social Media campaigns for over 200 clients across sectors including:
Media | Travel | Automobiles | Apparel | Telecom |Technology
YRALS: Background
Clients
….
By 2015, 40% of the Planet will be on the Internet
Emerging Market taken here as BRIC & Indonesia*Source: IWS, ETForecasts, BCG Report, Sept 2010
1995 2000 2005 2010 2015E0
500
1000
1500
2000
2500
3000
3500
Internet Users (mn)
12811476
752
1414
Rest of WorldEmerging Markets
Internet Growth: The Indian Story
• Internet in India has been showing growth in double digits since last 10 years• Current Internet penetration at 5% and forecasted to be around 11% by 2015• 58% of the internet penetration is from Top 10 Cities
Pointers
* In Millions
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2009 20100
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
1,400,000
100,000,000
*Source: internetworldstats.com
India is the 3rd largest Internet User Market
112 Million internet users
At 100M+ users, online users represent the strong purchasing class
2010 2015
0
50
100
150
200
250
100
300
Internet population will multiply 3.1x in 5 years
2000 2001 2003 2004 2006 2007 2008
0%
20%
40%
60%
80%
100%
120% Less than 5 lakh towns 5 - 10 lakh towns Other metros
Top 8 metros
60%
40%
40% Internet penetration in less than 10 Lakh town
21%Penetration7%
Penetration
*Source: internetworldstats; Internet’s New Billion, BCG – Sep2011; IAMAI; IRS
Internet population will triple in 5 years
Monthly Online Presence
Total 15-24 25-34 35-44 45-54 55+
28.10 M
9.5 M
11.6 M
4.7 M
1.66 M 0.7 M
18.29M
5.99M7.54 M
3.05 M
1.12 M 0.5 M
Male Female
Source: ComScore Dec, 2011
*Total 112 Mn People hooked on to the web in India – iCube 2011
Digital Marketing Spends: India
Emergence of Social Network in India
66 M+ UsersAdding 85K users daily
Avg 157 Friends per user2,681,000 Apps live
15M+ UsersAdding 30K users daily
Avg 120 connections per user6 Minutes per Visit
45 M UsersAdding 58K users daily
8 Hr of Videos consumed by an average user90% UGC
15 M+ Users Adding 35K users daily
10 MN tweets on a daily basis56 Followers per user
3 out of 4 Internet User is on Social NetworkRecent Survey: 85% people say that social media does impact their buying decisions
*Source: ComScore, May 2012
Top activities on the net
44%
Check general news
47%
joined online
community
62%job search
68%download
music
61%
social networking
53%PC to mobile
SMS
56%
IM/chatting
47%
Professional networking
94%
emailing
Source: Juxt Consult, India Online Landscape 2011
74%
web search
Source: Comscore Video Metrix Report, 2011
1.7 B videos viewed in India every month
9.1 B minutes spent on online videos every month
5th largest nation in the world in terms of online video reach
Online video reaches 71% of Indian Internet Audience
Recent Digital Standing
Web Search Interest: Google Trends
Buzz: Puravankara
*Source socialmention.com Time Period- Aug ,12- Mar,13
Facebook: Current StandingCurrent Status
113112
0.01%
290.06 %
3(Sporadic Activity)
PAGE LIKES• Total• Average Monthly
Growth• Growth Rate
TALKING ABOUT (Weekly)
• Total• Active Ratio
AVERAGE DAILY POSTS
Industry Standard> 10,000
2000
~ 5 %
800~ 8 %
(of 10k fan base)
1/2(Once/Twice daily)
Twitter Stats: @Puravankara
Target Group
• Primary Audience: Purchasers of Properties for Residential Use, Real Estate Investors, NRI’s,
• Geographic: Pan India Reach but residential projects only in Bangalore, Kochi, Coimbatore and Chennai
• Demographic: Age: 25-above ; Gender Ratio: Men : Women :: 70: 30
• Psychographic: Education Profile: IT Manager and above standards; Majority are people from the
metropolitan and target is the NRI crowd in Kochi MHI - Rs. 1,33,333 per month. SEC A and B Price Points : Rs. 53,00,000 - Rs. 2.5 Cr
Total Audience2010 2011 % Change
Source: ComScore
25+ audience are increasing at a much higher rate as compared to the total internet audience
Top 30 sites
• 25+ audience frequently visits and spends maximum time on –
– Search– Portals– Social/ Prof
networking – Travel– E-commerce
Sr. No. Media
Total Unique Visitors (000)
% Reach
Average Minutes
per Usage Day
Total Internet Persons: 25+ 30,224 100.0 58.11 Google Sites 28,769 95.2 16.12 Yahoo! Sites 25,272 83.6 14.73 FACEBOOK.COM 22,761 75.3 21.84 Microsoft Sites 16,765 55.5 7.55 Times Internet Limited 11,896 39.4 5.96 Rediff.com India Ltd 11,049 36.6 8.67 Network 18 10,380 34.3 10.98 Wikimedia Foundation Sites 10,123 33.5 3.49 BitTorrent Network 8,828 29.2 0.0
10 Ask Network 7,716 25.5 1.911 NetShelter Technology Media 6,599 21.8 4.912 Indian Railways 6,434 21.3 10.713 CBS Interactive 5,648 18.7 3.114 Glam Media 5,411 17.9 2.815 Naukri 5,248 17.4 8.516 LINKEDIN.COM 4,659 15.4 7.417 NIC.IN 4,606 15.2 8.518 WordPress 4,527 15.0 2.019 Amazon Sites 4,019 13.3 4.320 ICICI Bank 3,952 13.1 7.0
21
RELIANCENETCONNECT.CO.IN 3,676 12.2 1.822 AOL, Inc. 3,666 12.1 2.523 QUIKR.COM 3,648 12.1 3.724 Sulekha 3,556 11.8 3.525 Technorati Media 3,531 11.7 2.526 New York Times Digital 3,531 11.7 2.227 Metacafe 3,503 11.6 4.228 Ibibo 3,409 11.3 6.529 HDFC Group 3,356 11.1 6.530 Globe7 3,223 10.7 2.2
BreakfastGym
Ready for Work
TV in the GymMusic on Ipod
Newspaper/ Magazines/Television/ Mobile - Internet
Commute to work
Lunch at work/ around workDuring work
hours
OOH/ Drive time radio/Mobile
Restaurants/ Cafes around business districtsInternet &
Phones
Handling calls, conflicts, meetings Internet
& Phones
Commute back homeOOH/ Drive
time radio/ Petrol Pumps
Dinner
Newspaper/ Magazines/Television/ Mobile - Internet
Browsing
Internet
BedtimeMobile
All Day LongInternet & Phones
A DITL of ‘Who’
BreakfastGym
Ready for Work
TV in the GymMusic on Ipod
Newspaper/ Magazines/Television/ Mobile - Internet
Commute to work
Lunch at work/ around work
During work hours
OOH/ Drive time radio/Mobile
Restaurants/ Cafes around business districts
Internet & Phones
Handling calls, conflicts, meetings Internet
& Phones
Commute back homeOOH/ Drive time
radio/ Petrol Pumps/Mobile Internet
DinnerNewspaper/ Magazines/Television/ Mobile - Internet
Browsing
Internet
BedtimeMobile
All Day LongInternet & Phones
timesofindia, Linkedin, facebook & twitter,Google
Ndtv Goodtimes, Yahoo,MensXP, Vogue, makemytrip,IndiWo,
BookMyShow,Facebook,Twitter,News
Mobile, Gmail, Twitter, TOI,
Gmail,TOI,NDTV,Google,
GQ,Idiva,Tarladalal,Raaga,Cricinfo,Techcrunch,Facebook
Thought Starters
The
Challeng
es
• To reach out to potential prospectus and advertise on the digital space to promote and sell themselves
• To increase awareness of the brand and the category
• To Promote all their existing and new upcoming projects
• Lead Generation to achieve business objectives and to disseminate information about the brand and the category
Challenges & Goals
The
Vision
The Low Hanging Fruit
The Who
The Communication Platform
The
Guidin
g
Light
Build in
TrustRationale :-- Scalable Social Object- Lifestyle Positioning- Media Friendly
Mechanic
Access
Build the Brand Voice
Generate Avenues for Online Leads
Build the Earned Brand Voice
The Pillars of Access
Paid Media
Owned Media
Earned Media
The Brand Vision
3 Months
3 MonthsOngoing
Value
Display &Rich media (CPM) (CPC)
SEM
ORM
Enterprise SEO
Channels
Applications Content
Blog PR Own blog
Website
Display
Social Media
Brand Assets
Search
Forums
(CPL)
Microsite
Tie-ups & Content Int.
Mobile
Media Types
Display Media
Display Media: Phase 1
Target Audience
Age: 25+
Gender: Male
Cities :Top 8 Metros
SEC: A,B
Media Strategy
Reach Builders
Frequency
Contextual Targeting
In.com; Yahoo, Indiatimes, NDTV
Sponsorships
MMT, travelguru, travelocity, etc
Indicative Media PlanINNOVATIONS
Website Section Creative Type Cost Exp Imp. Exp clicksYahoo News Roadblock 180,000 3,200,000 16,000Rediff Across Site Social Slug 250,000 1,000,000 6,000
Business Std homepage Floater 90,000 40,000 400Rediff Money homepage interstitial 250,000 300,000 24,000
TOTAL 770,000 4,540,000 46,400SUSTENANCE
Website Section Creative Type Cost Exp Imp. Exp clicksKomli RON Banners 200,000 NA 28,500
Make My Trip + Yatra ROS Banners 200,000 1,111,111 2,778
Ixigo ROS Banners 150,000 1,111,111 2,778Yahoo New Banners 175,000 1,017,488 2,035Rediff RON Banners 125,000 1,503,268 12,026
Business Std Homepage+ ROS Banners 100,000 900,000 1,800Rediff Money ROS Banners VA 2,500,000 3,750
TOTAL 950,000 8,142,978 53,667
E-MAILERSWebsite Section Creative Type Cost Database
Moneycontrol Inbox Emailers 100,000 200,000Jeevansathi Inbox Emailers 75,000 125,000
Monster Inbox Emailers 100,000 150,000TOTAL 275,000 475,000
Cost 1,995,000Impressions 13,157,978
Clicks 100,067eCPM 152eCPC 17
Deliverables
Display Media: Phase 2
Driving Build in Trust
Networks
Tie - ups
Sites who we can associate with
Indicative Media Plan
PERFORMANCEDeal Type Cost Type Site Type Site Name Section Creative Type Unit Size Booked
Deal Unit Price Budget
Leads CPL Network Komli RON Banners+Mailers Variable 2,000 120 240,000
Leads CPL Network Network Play RON Std Banners Variable 1,000 170 170,000
Leads CPL Network Adwinks RON Banners+Mailers Variable 1,600 100 160,000
Leads CPL Network Admagnet RON Std Banners Variable 1,000 130 130,000
TOTAL 700,000
DELIVERABLES TOTAL COST UNIT COST
5,600 700,000 125
Deliverables
SEM
• Continuous presence for Better quality score resulting in Lower CPC’s.
• Tightly Themed keyword, Ad text and Landing page to increase 3 way relevancy boosting quality score
• Regular Optimization to improve account health.
• Addition of Negative Keywords at Regular interval to build a good CTR
• Use of Lateral Keywords (‘Build in Trust’)
• Broad Match and Phrase Matched Keywords
Search Best Practices
Process
Research
Optimize
Development
Tracking
Product information & research
Comp. Analysis
Keyword Research
Match types
Negative Keys
Keyword Dump
Ad copy writing
Landing page
Keyword mapping
Brand Keywords
Non Brand Keywords
GA & GoogleCode Install
Tracking website Traffic
Goal Setup
Benefits & special
offers
Keywords
ideation
Comp. LPanalysis
Traffic
Bid Optimize
Quality Score
Keyword Optimization
Our Search Model
Puravnkara Keyword Eco System
Puravankara
Prestige Project
Puravankara Chennai
Puravankara Apartments
PuravanakaraResidential
Puravankara
Puravankara Flats Puravankara Projects
Brand Keywords Competition Keywords
CategoryKeywords Build in Trust Keywords
Puravankara Houses
PuravankaraBangalore
Puravankara Kochi
Puravankara Current Projects
DS Max Properties
Building trust
How To
How to trust
Build Your own
Build in Trust
Bulding relationships
Customer Satisfaction
Building loyalty
Build Trust
Quality Assurance
Trust in Quality
Customer Service
Esteem Developers
Century Developers
Concorde Group
Divyashree Developers
Sobha Developers
chennai real estate companies
bangalore flats for sale
real estate developer in bangalore
bangalore real estate developers
bangalore homes for sale
luxury flats chennai
real estate in kochi
Ittina Builders
Brigade Group Projects
real estate developers
bangalore india residential flats for sale in bangalore
cochin real estate
homes for sale bangalore
real estate at cochin
flats for sale bangalore
flats on sale in bangalore
real estate in cochin
bangalore real estates
• Optimized keyword basket
• Inclusion of exact match and long tail keywords
• Historical performance to aid in account restructuring
SEM: Phase 2
SEO
What is Search Engine Optimization ?
• Search Engine Optimization (SEO) is the process to increase the visibility of a website or a page in major search engines like Google, Yahoo & Bing through Organic Listing
Why Search Engine Optimization?
According to internet marketing, almost 65% - 70% of all web site traffic comes from the search engines & directories
Consumers & their affinity to Search Engines
Search Engines are the most preferred medium for people to search for information/clarification
Which Search Engines to leverage?
Google rules the pack with over 75% of market share
Other Search Engines in the fray…
Title tag
Keywords
Meta description tag
How SEO elements affect organic listings?
These elements play an important role in deciding your Page Rankings
SEO Benefits through Yrals?
• More Traffic
Good SEO leads to good rankings on relevant keywords. This results in increase in targeted traffic to your website/microsite
• Higher Sales
SEO can mean increased sales of your product or service
• Long term positioning
Once in place, a properly designed and optimized site should stay long term in the rankings compared to PPC where costs and outlay are ongoing and unpredictable
• Cost-effective
SEO is among the most cost-effective ways of marketing
The process @ Yrals
Explore/Research all the opportunities that the consumers/competitors present
Submit the web property to be scrutinized for all necessary compliance points
Communicate and engage the visitors through proper content on the webpage
Build relationships with like minded destinations for better credibility
Pureit is the world’s most advanced range of in-home water purifiers. Pureit is breakthrough innovation designed by Hindustan Unilever and it provides complete protection from all water-borne diseases, unmatched convenience and affordability.
Challenge: HUL was desperate to get the site listed on major search engines for high competitive keywords like “Water Purifier” which was a very difficult task. The thing is that site was not that much SEO as well as user friendly. There is no keyword rich content on the website. Also had no title or Meta tags. Due to country level website we were not able to make some changes. Also were lacking in a number of backlinks.
Solution: After signing up with YRALS, the SEO team at YRALS conducted a analysis of competitors, site analysis in terms of on page and usability. With the client approvals we have made all possible changes to make site SEO friendly. Also started off page optimization.
Case Studies http://www.pureitwater.com/IN/
Results: The results started showing within 4 months and there was a big increase in website traffic. From 16,139 unique visitors per month, traffic jumped to 88,244 unique visitors per month was a clear indication that SEO was kicking into gear. Now website is on first page of Google for “Water Purifier”
Visitors Overview
Visits Pages / VisitAvg. Visit Duration % New Visits Bounce
Rate
Stats for “Water Purifier”
Case Studies http://www.pureitwater.com/IN/
Keywords Google.com Google.co.in Yahoo Bing
Before SEO Current Before SEO Current Before SEO Current Before SEO Current
best water purifier 154 8 19 4 - - - -best water purifier in india 19 3 - 3 54 26 120 7germkill kit 1 1 1 1 1 1hindustan lever water purifier 1 1 1 1 1 1 2 1hindustan unilever pureit 1 1 1 1 1 1 1 1hindustan unilever pureit water purifier 1 1 1 1 1 1 1 1hll water purifier 1 1 1 1 8 1 1 1home water purifier - 34 110 4 - - - 73hul pureit 2 1 2 1 6 1 4 1indian water purifiers 70 2 41 2 137 32 - 25ro water purifier - 4 93 10 - - - 21ro water purifier india - 3 - 10 54 14 - 16ro water purifiers 123 4 52 10 187 - - 25safe water - - - 180 - - - -uv water purifier - 13 64 1 - - - 199water filter - 70 20 6 - -water filters - 62 13 5 - - - -water purifier 50 3 18 3 - - - 31water purifier in india 25 2 31 2 - 26 - 7water purifier india 23 2 18 2 108 31 - 7water purifier system - 44 - 20 - - - 104water purifiers 55 6 14 3 - - - 172
Comparison Ranking http://www.pureitwater.com/IN/
Merino Laminates gives you the capacity to convert all your projects into works of art. Catch the pulse & see what's new in the world of design & style.
Challenge: The client wanted to be first on Google for “Laminates India” & “Laminate Catalogue” which was very difficult task by considering the competiveness. On the site there were not much content. Also had lacking in terms of both on page and Off page.
Solution: We were suggested client to add more static content pages. Also created unique title and meta tags for all important pages. After that, YRALS team worked on other aspects of the website and also helped to get relevant links to the website.
http://www.merinolaminates.com/Case Studies
Results: After initial first 3 to 4 months of work, results began to show. The traffic has been 17% increases for “Laminates India” and 80% increases for “Laminate Catalogue”.
Organic Traffic (From May 12 to Sept 12)
Visitors Overview
http://www.merinolaminates.com/Case Studies
Keywords Google.co.in
Before SEO Current
desert recon merino laminates - 1merino laminates colour - 1marino lam - 1decorative laminates catalogue - 1merico laminates catalogue - 1merinolam contacts - 1merino laminates india - 1marino laminate india - 1merinolum laminates - 1merinolam laminate - 1merino prelaminated boards - 1merino laminates online catalouge - 1merino laminates kitchen - 1merino ply - 1merino rhapsody lam - 1merino laminates catalog - 1merino laminates designs - 2merino laminates shades - 2laminate catalogue - 3kids room laminates - 3merinolam dealers - 4Laminates india - 2
http://www.merinolaminates.com/Comparison Ranking
The Mee Mee brand of Mother and Baby Care products was launched in 2006 and all Mee Mee trademarks are registered and owned by Me n Moms Pvt Ltd. (earlier known as Mamta Baby Products Pvt Ltd). Me n Moms Pvt Ltd is the leading importer, consolidator and marketer of infant products in India, since the past 13 years.
Challenge: Due to panel restrictions we were not able to make SEO changes on the website which was the biggest problem. The only option remaining to achieve goal that was off page optimization.
Solution: We kept our fingers crossed and started off page optimization in effective manner as compare to other campaigns. We have done social bookmarking, directory submissions and article submissions. We are also running PPC campaign to get more leads.
http://meemee.in/Case Studies
Results: After five to six months of constant work, we were able to see the results for competitive keywords like “Baby Toys”, “Baby Bath Toys”, “Baby Carrier”, “Baby Prams” somewhere at second page of the Google. We are trying hard to get them on first page without doing on page optimization.
Organic Traffic:
Case Studies http://meemee.in/
Keywords Google.co.in
Before SEO Current
baby bath toys - 7baby prams - 11baby carrier - 11baby toys - 19baby walkers - 18toys for baby - 61breast pump - 106baby feeding bottles - 130baby bath time products - -baby blankets - -baby dress up - -baby chairs - -unique baby gifts - -online baby stores - -newborn clothes - -
http://meemee.in/Comparison Ranking
SMO
Social Media Goals
1. CREATE AWARENESS2. BUILD REACH
3. ENGAGE COMMUNITY
4. INVOLVE5. BUILD RECALL6. EARN LOYALTY
CURRENT STATUS
–
What we can do
1. Create Awareness: Optimize Ads & TargetingThis would involve us creating a variety of ads to bring people to the page, we can have different ads based on gender, interest etc.
2. Build Reach: Post Timing + Sponsored Stories Even simple strategies such has what time a particular post should go up makes a difference
3. Engage: Updates & Category AnalysisOnce this is done we need to analysis what has been the feedback with respect to our engagement levels
What the community can do
• Engagement Creates Viral ReachEngaged Users create viral stories for the friends via likes, comments, re-tweets. This creates Viral Reach among these friends, creating an opportunity for the community to expand
• Viral Reach Viral EngagementViral Reach to this EXTENDED audience can create Viral Engagement. This creates the second layer of Viral Ripple. This has a secondary effect of Viral Reach, albeit to a smaller effect
What more can we do
3 Steps: INVOLVE, REINFORCE, REWARD
1. Build more RICH CONTENT that builds INVOLVEMENT & furthers Virality
2. Create Experiences that deepen RECALL and Heighten Virality
3. Converting Engagement to EARNED LOYALTY
Developing a Content Strategy
• Social media is built on creating dialogue with users
• Social Media Conversations are driven by users flocking around Preferred Interests & NOT around Brands
• Content should inspire people to talk about it and the business is then woven into the conversation contextually
• Ideally Brand Updates should be less than 10% of the Overall Content Plan
Yrals develops Monthly Content Plans in the following formats:
1. Brand Updates: Brand and product focused updates that will highlight various aspects of the properties, services, offers, events etc.
2. Category Updates: Share content that resonates with the interests and sensibilities of the TA yet maintaining brand perspective
3. Engagement Updates: Build INVOLVEMENT & further Virality - Puzzles, Games, Memes, Parodies etc. that trigger a high response ratio with respect to reach
Our Content Strategy
Puravankara
Brand Space
Parents
Fashion
Gadgets
Travel/Sports
Buyers/Investors
Land Owners
Designer Homes | Home Décor
Children’s Amenities, Activities, Safety at Pura
WO
MEN
MEN
TRADE
Build a Brand Community
Economist Content References, Air Travel
Trends / News, Travel & Airport Humor, Golf
Latest Gadgets | Design Analogies
Projects | Current Project AppreciationsProfile | Awards | Events | Rates & Market Sentiment
Brand Updates
Celebrity Houses
Home Décor – Trends and Tips
Real Estate Investment Tips
Best Buildings in the World
Travel & Luxury Tips
Gadgets
Content Labels
Brand UpdateDid you know: Once you become the owner of a Purva Home, you will receive a personalized Purva Advantage Card within 45 days from the date of submission of your details. This Purva Advantage card will be your passport to a world of exclusive benefits and Advantage. Hit like if you find this awesome!
Brand Updates
Celebrity Houses
Home Décor – Trends and Tips
Real Estate Investment Tips
Best Buildings in the World
Travel & Luxury Tips
Gadgets
Content Labels
Home Décor: Category UpdateLove a neutral palette? Consider designing with a grey colour scheme. Neither boring nor drab, grey is perfect for creating a chic new look in your home.
Brand Updates
Celebrity Houses
Home Décor – Trends and Tips
Real Estate Investment Tips
Best Buildings in the World
Travel & Luxury Tips
Gadgets
Content Labels
Real Estate Investment Tips: Category UpdateTip of the day: The key to investing in real estate involves purchasing properties that are listed below market value, making minor to moderate renovations to these homes, and putting them back on the market (via selling or leasing them out) for a profit.
Brand Updates
Celebrity Houses
Home Décor – Trends and Tips
Real Estate Investment Tips
Best Buildings in the World
Travel & Luxury Tips
Gadgets
Content Labels
Celebrity HousesThe superhero of Bollywood owns a super crib! Check out this rare snapshot of Hrithik Roshan’s living room and hit like if you love its vibrancy.
Brand Updates
Celebrity Houses
Home Décor – Trends and Tips
Real Estate Investment Tips
Best Buildings in the World
Travel & Luxury Tips
Gadgets
Content Labels
Best Buildings in the worldThe Shanghai World Financial Centre, International Commerce Centre, and Burj Khalifa are the world tallest buildings. Hit like if you love such creativity!
Brand Updates
Celebrity Houses
Home Décor – Trends and Tips
Real Estate Investment Tips
Best Buildings in the World
Travel & Luxury Tips
Gadgets
Content Labels
Travel Tips: Category Update"He who would travel happily must travel light." -- Antoine de St. Exupery
Luxury: Engagement UpdateTime to prove how much you actually know about your favourite brands. Dare to attempt?
Brand Updates
Celebrity Houses
Home Décor – Trends and Tips
Real Estate Investment Tips
Best Buildings in the World
Travel & Luxury Tips
Gadgets
Content Labels
Gadgets: Category UpdateThe recent proliferation of players in the smart-phone market is taking everyone by storm. A sea of new phones are soon going to be announced at the Mobile World Progress! Read on..
A host of utility-driven Facebook apps from our
App Store will create deeper Fan-involvement and
augment various product and business aspects of
your brand
Access to Yrals Facebook App Store
Property LocatorBuilt on Google Maps’ engine, our Locator App enables patrons to find your place and a
Referral TabA way for fans to invite their friends to the page, in a simple click and select fashion
Catalogue TabA showcase of Current Projects in an interactive and stylish tab
Media-Desk TabA showcase of a Brand’s Press articles displayed on an interactive rack.
Feedback TabA place for customers to give their feedback and share their personal details so they can be addressed
Offer/Promo TabsTo make users aware of your latest offline offers and increase enquiries and walk-ins
Besides Apps from our App Store, we will also Accrue Credits from your retainer towards Customized Facebook Apps
These include:
Contests| Promotions | User-Generated Content | Viral sharing Apps
Accrual towards Custom Apps
Engagement Idea: Light Games
• Build in Trust Quizzes with Weekly Giveaways• Quizzes could finally become User Generated
Light Games: Picture Puzzles
Interactive Flash Picture Puzzle Update:The idea is to unscramble the picture, by shifting the tiles around, until its completely solved
Advantage: Users can play them on their newsfeeds and share it with friends, never having to leave the page
Light Games: Word Jumbles
Interactive Flash Word Search Update:Another interactive Flash Game where users have to identify words related to the brand in a jumbled matrix of letters, with the target list on the side.
Advantage: Users can play them on their newsfeeds and share it with friends, never having to leave the page
Loyalty & Virality Ideas
Loyalty Idea 1: Stay Tuned
• Most Active Fans (Top Fans): Likes, Comments & Shares• Play All Games / Activities (Win / Collect Points)• Most Page Visits• Set Movie Reminders• Create User Generated Content (ex: Own Bieber Badge)
Loyalty Idea 2: Invite2Win
• Users Invite Friends to Earn Rewards• Users Tag Friends to Page Photos / Posts• Users Share New Release Info• Share Character Content
Sample Update: Viral Content
• Helps driving relevant contextual traffic to your Fan Page
• A well targeted base result in fans that are highly active and engaged on the page
Promotion of Page through Facebook Ads
Demographic Targeting1.Age2.Sex3.Family Size
Geographic Targeting1.Country 2.City 3.Town
Psychographic Targeting1.Activities2.Interests3.Education
Demographic Targeting1.Age2.Sex
• Frequently tweet to reach out to potential customers in a way that humanizes your brand
• Listen and act towards suggestions, feedback and concerns of potential customers
• Tweet about brand value proposition and bring out USP’s
• A certain set of tweets must be in line with Trending Topics on Twitter and must also adapt to current events
Tweets
Customized Background
Customized Twitter background will be in sync with brand guidelines (any new
launch / promotion will be communicated via backgrounds too)
Tools such as Advanced Twitter Search are valuable in identifying and reaching out to ‘Tweeples’ who are tweeting content related to your product.
Selection of Keywords/Phrases is carried out based on: Brand Industry Target Group Competitors
Upon selecting, a customized tweet with the @mention of the user’s handle must be posted so he/she is aware that we are conversing with him/her.
Advanced Twitter Search
Get people to talk about Brand on Review sites?
G+ Places and other review sites
Review sites have taken Center Stage for Products and Services
• Individuals respond to places based on what they hear and read• Review Sites – Opinion Makers and Changers• Top ranking on Search Engines
Hence it becomes imperative for brands to take control of this medium. Our approach includes:
• Planting positive reviews higher consumer confidence• Also respond to existing Positive / Negative reviews
G+ Places and other review sites
YouTube Channel - Build in Trust
User reviews to be displayed on each of the product pages• These can be easily integrated
with Facebook generating conversation / virality
Demo videos of the product in action can be displayed
• Lets look at a how we would achieve this using a 6 month campaign as an example.
• Each month will augment the previous month with a Media Spend that bolsters the content plan.
• All of the Content is based on:o Awarenesso Engagemento Sustenance
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
How do we achieve this?
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Activities in the 1st Month
1. Creation of All Social Media Properties
2. Content Strategy: Generating content around Orbit too put up on Social
3. Facebook - Media Buys
4. Google Ads - Media Buys.
5. Display Media Buying
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Activities in the 2nd Month
Continuing from the previous month:
1. SEO continues.2. SMO continues.3. Media Buys: Google Adwords.
This month we Introduce:
1. Deployment of Puravankara’s adverts in Ad networks: Komli
Activities in the 3rd Month
Continuing from the previous month:1. SEO continues.2. SMO continues.3. Media Buys: LinkedIn / Google
Adwords.4. Deployment of ads in Ad networks
Continues
We Introduce:
1. Newsletters
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Activities in the 4th Month
Continuing from the previous month:1. SEO continues2. SMO continues.3. Media Buys: Google Adwords.4. Media buys: Komli5. Newsletters.
We Introduce:
1. Media Buys on a different Ad Network: Network Play
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Activities in the 5th and 6th Month
For the last two months we continues our activities and interpret what we have done till month 4.Accordingly, it is this time that we can re – evaluate the amount we put in for we put in for certain budgets. What really works and doesn't work. The last two months are all about evaluation.
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
