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Yrals Approach to REAL world ROI on Social Media. Six Steps to Social Media Success
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Universal Music India
Social Media Solution
August 10, 2012
Where are we currently?Current Status
70,800800
1.1%
14002%
5
1059
3
40
PAGE LIKES• Total• Average Monthly Growth• Growth Rate
TALKING ABOUT• Total• Active Ratio
AVERAGE DAILY POSTS
FOLLOWERS
AVERAGE DAILY TWEETS
KLOUT
Industry StdFor a page this size
14002%
56008%
3 - 8
5000+
5
60+
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 AnaylsisOnce 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 as a ‘Destination for International and popular Music’ and Heighten Virality
3. Converting Engagement to EARNED LOYALTY
Create Content
1. Rich Short Form Videos: – Music Videos– Back-stage– Web Jockeys / U-Music Channel / Web Radio – Live Web-casts
2. Pop Music related Memes: Building Formats that viral
3. Personalized Content via Customization Apps (UGC)http://experience.mtvnhd.com
4. Light Games and Challenges
Content Idea: Pop-star Meme
Convert our content in to Viral Internet Memes
Content Idea: Artist News & Gossip
Rihanna collaborates with her ex, Chris Brown! Whatcha think, good move?
Rich Content Idea: Quirky Music Reviews
Create video content on the Most Top Music News, Virals & Web Discoveries
Content could be used to:Cover Parodies | Gossip | Making o | Live Events & Parties
Creative Ref: Ray William Johnson http://www.youtube.com/watch?v=vL56NP5d96Q
Engagement Idea 1: Light Games
Face Off Game
Concept: A Popstar vs. Pop-star Face-off for the True Fans
Benefit: Scalable to Artists, Tracks, Albums, Photos, Videos & More
Rihanna Adele
Who has the best Voice?
Engagement Idea 2: Light Games
Twister
Concept: Word Jumbles with an image clue. Answers could be album or track names
Engagement Idea 3: Light Games
Rate Me
Concept: Users play the ever popular RATE ME, feeding the voyeuristic emotion of fans
Benefit: Content can scale across Artist names, Albums, videos & more
Involvement Idea 1: Sound Bytes
• Create viral video series called “Sound Bytes” for Video Conversations with Various Artists & Music Celebrities
Involvement Idea 2: Social Game
Social Antakshari
Contest Name: Funtakshari
Concept: The real game of Antakshari goes digital with users playing with friends. It allows multiple generations of music, track sharing (with video), and competition
Benefit: Familiarity of concept, Virality, content consumption
Recall Idea 1: U-Music Playlist
Idea: Allows users to hear tracks on the playlist, watch curated videos clubbed for different moods & Favourite tracks
The Catch: For each favourite the user must invite a friend
Long Term Benefit: App can be a feature for users to seek the Universal Music page without invocation / ads
Recall Idea 2: Real Life “Likes!”
Idea: Give readymade “Like” buttons to college students to give out to their friends
Each “Like” button has a serial number, users enter online making their page like Track-able Users with most referrals become On-Ground Ambassadors with Exclusive Access to U Music Events, Concerts and other Benefits
Loyalty Idea 1: More Content
Comic StripsMore Videos
GamesUpdates
Merchandise
Loyalty Idea 2: Stay Tuned
• Most Active Fans (Top Fans): Likes, Comments & Shares• Play All Games (Win / Collect Points)• Most Page Visits• Set Movie Reminders• Create User Generated Content (ex: Own Bieber Badge)
Loyalty Idea 3: Invite2Win
• Users Invite Friends to Earn Rewards• Users Tag Friends to Page Photos / Posts• Users Share New Release Info• Share Character Content
The Plan• Retainers:– Social Media: INR 80, 000 / month
This includes:• Fan Acquisition 5000 Fans per month• Content Generation for Updates 5 x 30 Updates / month• Content for Tweets & ATS 5 x 30 Tweets / month • Creative Design 1 / Month• Video Views 2000 Video Views / Month• Standard Applications (Yrals’ Engines) 1 / Month
– Digital Content & Partnership Mgmt: INR 30,000 / monthThis includes:• Creating Standard Backstage Artist Bites Videos (Up to 2 No.s / month)• Handling Content Partner Relationship on behalf of Universal Music
Projects: Other Apps & Media to be Executed on Request and at an Addl. Cost