Social Media -Bloggers Mind

1. Social Media 101

2. About Bloggers Mind • Bloggers’ Mind is a Social Media Analytics & Word-of-Mouth Company • We leverage our analytics services to study the impact of consumer behavior on brands • We monitor and measure: • Online conversations • Consumer sentiments • Consumer behavior trends • Corporate/Brand reputation • Forecast trends Within social networks, blogs, bulletin boards, micro communities, micro blogs, forums or anywhere on the web • We develop holistic Word of Mouth (WOM) programs and assist brands to: • Conceptualize and build communities • Launch consumer advocacy programs • Create consumer engagement strategies • Develop viral concepts across the web (apps, social tools, widgets, games) • Influencer relations

3. What We Do The Focal Point Campaign Pillars Type of activities Awareness Influencer Relations Viral Activities Engagement Consumer Insights Conversations UGC Advocacy Micro Blogging Communities

4. MONITOR MAP MEASURE ANALYZE INFLUENCE ENGAGE Market Influence Analytics Marketing Solutions HR/Employee Relations PR Solutions Customer Service Solutions Solutions Architecture INTERNET - Social Networking Sites, Communities, Wikis, Folksonomies (collaborative tagging) and Individual Blogs. BM Conversation Measurement Platform (CMP) BM INFLUENCER PROGRAM Engagement Campaigns

5. Products & Services Brand Monitor: • Straight from Horses Mouth: Get to know what consumers feel, talk, influence about your products and services. • Our Brand Monitor suit offers a comprehensive set of services that enable companies to monitor online conversations as it happens, get updates on influential posts and asses its impact on the company Brand Insight: • Bloggers’ Mind unique research technique enables deep dive into conversations, influencers and analyze various aspects of buzz using its exhaustive measurement & analytical tools • Our Brand Insight suit is a step forward to discovering in-depth knowledge about consumer opinion, trends & factors, changing mindsets, hot industry issues and competitive insights Brand Buzz: • Building communities, driving consumer engagement and advocacy programs • Viral conceptualization, execution, building online properties on web and mobile (WAP, J2ME client) platforms • UGC concept/platform creation, strategies and engagement programs

6. Measurement & Analysis • Monitor and map conversations • Sentiment tracking • Positive • Negative • Neutrals • Universe identification • Filtering search, extracting relevance • Identify and tracks important influencers and communities • Measure current campaign impact

7. Measurement & AnalysisBuzz Trend The Buzz Graphs gives the total count of results on a daily/weekly/ monthly basis and helps in understanding the buzz about the given set of keywords No. of mentions

8. Measurement & AnalysisSentiment BM uses its proprietary NLP (Natural Language Processor) technology to do the sentiment analysis of the articles to give a clearer picture of the buzz with sentiments.

9. Measurement & AnalysisSentiment Comparing the sentiments with the competitors gives a clearer picture for the brands.

10. Measurement & AnalysisMost Discussed Keywords Our system automatically identifies the key topics of discussion from the search results collected. The system lists the top topics along with the associated sentiments around it.

11. Measurement & AnalysisDemographics Our system gives the demographics of the authors. This is based on the profiles if available and other details like the name, choice of words etc.

12. Measurement & AnalysisShare of Voice Share of voice is based on the results collected for all the competitor brands for any particular duration for a country.

13. Measurement & Analysis You can see the detailed results based on the sentiment/date/topic/source in a click.

14. Our Clients

15. Case Studies

16. Mobile Developer EcosystemB2B Program

17. Mobile Developer Program • Reached out to the mobile developers community and got them excited about the opportunity to code applications for Symbian, Maemo and Qt platforms

18. Forum Nokia Developer Conference • Organized Forum Nokia Developer Conference in Bangalore 2009 • Invited India’s most influential bloggers and Nokia developers • Engaged them on program development talk on Symbian, Qt and Maemo • Introduced the Ovi Maps APIs to developers

19. Support Initiatives • Built strong presence via offline engagements • Nokia Developer Day meet ups with CEOs/Founder of mobile app companies talking about killer apps developed by them • Showcased the availability on Ovi Store • Invite a large community of professional developers to interact and engage with the Nokia developer team • Conducted close to 3-4 Developer Day initiatives so far

20. Email Program

21. The Challenges • Low exposure to mobile email/benefits • Lack of awareness • People felt that it’s too complicated to set up email, when it’s about ‘do it yourself’ • The general perception was that push email is the way to go, because it is fast & Secure • Follow the herd mentality; why apply mind - buy BB • Skepticism revolved around quality of customer support, when it comes to email related issues

22. The Approach

23. Adopt a 3 step approach From awareness, seeding to conversion • Establish thought leadership for Nokia Eseries in mobile email • Build a community • Step 1: Create a pull for early adopters (awareness) • Step 2: Build advocates (credibility) • Step 3: Trigger adoption (conversion) • Counter negative perceptions around mobile email, change consumer mindsets • Launch an education program • Create awareness features and benefits • Develop a platform which can be used to address email related queries • Build conviction around ease of use in setting up mobile email • Trigger conversations • Ease of use, benefits • E75 as a preferred option Tap into a wide segment of mobile users across SM touch points

24. Unique Execution Strategy 1 Capture a large audience via an interactive online widget that allows consumers to submit their queries and get expert tips Capture audience and build a communication channel 2 Launched a dedicated community for Nokia Messaging India to interact and generate conversations around email on mobile Influence and engage through an interesting two way dialogue 3 Created a panel of experts aimed at addressing and resolving consumer queries Established trust amongst consumers looking for a solution Build a panel of experts to generate credibility 4 Seeded the Eseries devices amongst influential Bloggers to experience and demonstrate the benefits of email on the go, how to use NMS and set up corporate emails Spread WOM through influencer relations

25. Adopted a 360 degree approach Get people to share their opinion, reach out to people Conversations Opinion Polls Email on Mobile, Made Easy community Drive engagement, credibility Create wider access to mobile email solutions Widget Influencer Relations Trigger action

26. The Results! Capture • Generated over 18039 conversations, 10987 comments and impacted over 6728000 consumers over a period of 3 months • Averaging 4092 + conversations per month, second highest to Nseries in terms of volume • 12901 direct conversationstriggered around Nokia Messaging and setting up corporate emails • Developed an active Indian mobile email community with over 5000+ members, generating over 2500+ conversations • The online help widget generated over 2500 queries, over 2000 tips have been shared with consumers helping them resolve their issues • Over 3000 profiles captured, close to 1000 consumers have acknowledged that the tips shared have allowed them to resolve their issues Engage Influence Conversion

27. Campaign Impact From 10% to 85% • The campaign started from scratch with less than 10% visibility for mobile email as a topic vs. others • Increase in awareness levels, queries started pouring in on how to set up emails or solve issues • Maximum queries were related to configuration, followed by messaging experience on E75

28. Nokia India Brand Campaign Started on June 2010

29. Social Game for Ovi

30. Ovi Music From 700 to 25,000 in 6 months

31. Yahoo! Meme Service Launch. Content Strategy. Blogger Outreach

32. Thank You! www.BloggersMind.com Facebook.com/BloggersMind Twitter.com/TheBloggersMind