india social media case study - most intensive social media campaign
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HT No TV Day
What does it take to hit the top 5 slot of fastest growing FB pages in India and join the elite list of top 40 brands in the
World!!All this in just 20 Days!!
India’s biggest and the most intensive SM campaign ever!!
20 Days
100,115 Fans!
3 Mn Post Impressions
43,635 Interactions or 2100 Interactions per Day!!
5000+ Fans everyday!!
Post Impressions 14,000+ Impressions everyday!
# Posts 110128,475 Monthly active users
26,000 impressions per post!
Source: Facebook Insights Facebook API tool Buzzref
Where do we stand? The highest growth rate across all FB brand pages in India!!
MTV In
dia
Pepsi I
ndia
Tata
Docomo
Nike Cric
ket
HT No TV
Day
Channel
[v] In
diaCNN
BBC World
News
in.com
HBO India
Star W
orld In
dia
The E
conomic T
imes
ibnlive.c
omNDTV
Hindustan Ti
mes
Indian Ex
press
121,109 115,263
110,288
100,421 100,111
87,711
65,215
49,016
17,996 15,373
6,502 5,824 4,742 3,814 3,706 1,313
Fans Growth of Facebook brand pages from 13 Jan – 2 Feb
Source: Facebook API tool Buzzref
•HT No TV day figured in the elite top 5 in fan growth during the given time period•The 2nd biggest media page on Facebook after MTV India and far ahead of all its competitors!•The top 4 brands include iconic brands like MTV, Nike and Pepsi that enjoy huge loyalty and traction•Also all top 4 brands have a strong heritage on FB with MTV, Pepsi and Tata Docomo being active since 2007!!
+9% +18%
+10%
+16%
+3153%
But not just fans but huge interactions! The most active page in India on Facebook across 300+ Indian brands
MTV India Channel [v] India Tata Docomo Know your neighbours
HT No TV Day0
50000
100000
150000
200000
250000
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
14%
22%
4%
12%
44%213576
144575
5279444050 43635
Interactions(13 Jan – 2 Feb)
Num
ber
of In
tera
ction
s
Inte
racti
ons
as a
% o
f enti
re F
an b
ase
Source: Facebook API tool Buzzref
SO WHAT WORKED FOR US?13 Jan 2011 – 2 Feb 2011
What worked for Us?
Post Types #Posts Like Comments Total Avg Per Postlink 38 2002 275 2277 60photo 36 3756 815 4571 127status 16 863 233 1096 69video 13 882 107 989 76Total 103 7503 1430 8933 87
Avg 5 posts per day
~ 3 Contests everyday
15 winners every day
300+ Winners
101 Mobile phones + 25 T-shirts and 15 Gift voucher handed out
Photo posts performed the best followed by videos
Total Photos uploaded - 492Photo album views – 17473
Total Video views - 6794
Top Feed – Contest and polling got the most response
Twitter Klout – Worlds Standard measurement for Twitter page strength
Klout scores is the single measurement of the influence of a Twitter account factoring in Active Reach, Amplification (or virality) and Network strength (How influential are the followers)
A very high Klout score of 60 was achieved in just 15 days!
Highly influential Tweet with 248 Retweets and 66 @mentions(Httweets 1402 retweets till dates and just 20 @mentions)
Key Twitter influencers were engaged
The Facebook Analytic data used in the previous slide is Buzzref.com subscription
data
For Subscription please [email protected]