About Bloggers Mind, a Word of Mouth Company based in India

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
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
No. of mentions

• 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

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 Indias 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 its too complicated to set up
  email, when its 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 conversations triggered 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