MSLGROUP India social Hive, credentials, capabilities, people and planning frameworks.

2. Who we are…

3. We are digital, public relations,
advertising professionals in the
business of storytelling
STORIES
We create
We tell
We share
Social Hive
Digital practice of MSLGROUP.
World‟s 3rd largest communications and
engagement network.
Part of the Publicis Groupe

4. We believe that…
Brand stories should be driven by purpose, told with
consistency over time across media, pan audiences
People are hungry for stories. It‟s part of our
very being. Storytelling is a form of history, of
immortality too. It goes from one generation to
another
~ LOUIS "STUDS“ TERKEL, author, historian, actor,
and broadcaster.
Winner of the Pulitzer Prize, 1985

5. How we tell the story
Strategic frameworks
Service offerings

6. How we tell the story
Strategic frameworks

7. Social Heartbeat framework
Helps brands design powerful purpose-inspired platforms and programs to inspire,
organize and energize people around a shared purpose
Shared purpose or
Social Heartbeat to
INSPIRE people
1
Benefit
Purpose
Long-term online-
offline platform to
ORGANIZE people
2
Paid media
Owned media
Earned media
A series of short-term
programs to
ENERGIZE people
3
Consumer
Journey
Purpose
Benefit

8. Storytelling framework
Three types of stories told in sequence
Why (PURPOSE), What (CHANGE) and How (QUEST).
What? The CHANGE
What needs to change?
What does change mean
for individuals,
stakeholders,
communities?
21
Why? The PURPOSE
Who are we and what is
our purpose, our reason
for being?
What is our shared
purpose, or Social
Heartbeat, that can
inspire all our
stakeholders?
3
How? The QUEST
What happens when we
try to catalyze positive
change?
What if the only way
we can win is by
helping all our
stakeholders win?

9. Content framework for storytelling
Three types of content created for each story: Long form tent pole properties, Short-
form content pegs, and Ongoing conversations
Tent pole properties
Create long-form tent
pole properties like
reports or films to
catalyze the Social
ecosystem
1
Conversations
Create ongoing
conversations around
the tent pole properties
and the content pegs
3
Content pegs
Create short-form
content pegs like blog
posts and video clips
to highlight different
aspects of the tent
pole property
2

10. PurPle: Purpose + People
Proprietary offering to help organizations rethink purpose and participation to inspire,
organize and energize their stakeholders

11. How we tell the story
Service offerings

12. Service offerings
Seven broad categories
represent the areas of
expertise
RESEARCH
AND
INSIGHTS
DIGITAL
DESIGN AND
BUILD
SOCIAL MEDIA
MARKETING
CONTENT
CREATION
PROPRIETARY
PLATFORMS
SOCIAL
BUSINESS
MEDIA
PLANNING
AND BUYING

13. • Social listening and monitoring
through use of specialized tools
• Category analysis and regular
reporting
• Social analytics
• Insights
RESEARCH
AND
INSIGHTS
DIGITAL
DESIGN AND
BUILD
SOCIAL MEDIA
MARKETING
CONTENT
CREATION
PROPRIETARY
PLATFORMS
SOCIAL
BUSINESS
MEDIA
PLANNING
AND BUYING

14. • Influencer marketing
• Contests and activations
• Stakeholder outreach programs
RESEARCH
AND
INSIGHTS
DIGITAL
DESIGN AND
BUILD
SOCIAL MEDIA
MARKETING
CONTENT
CREATION
PROPRIETARY
PLATFORMS
SOCIAL
BUSINESS
MEDIA
PLANNING
AND BUYING

15. • Branded content
• Conversation calendar
• Community engagement
RESEARCH
AND
INSIGHTS
DIGITAL
DESIGN AND
BUILD
SOCIAL MEDIA
MARKETING
CONTENT
CREATION
PROPRIETARY
PLATFORMS
SOCIAL
BUSINESS
MEDIA
PLANNING
AND BUYING

16. • Facebook apps
• Mobile apps
• Social APIs
• Websites
• Microsites
• Banner Ads
RESEARCH
AND
INSIGHTS
DIGITAL
DESIGN AND
BUILD
SOCIAL MEDIA
MARKETING
CONTENT
CREATION
PROPRIETARY
PLATFORMS
SOCIAL
BUSINESS
MEDIA
PLANNING
AND BUYING

17. • Target oriented
digital media
plans for specific
audiences
• Buying media and
release of the ads
• Monitoring
performance of
the ads as per
targets
• FB Ads
• Portal Ads
RESEARCH
AND
INSIGHTS
DIGITAL
DESIGN AND
BUILD
SOCIAL MEDIA
MARKETING
CONTENT
CREATION
PROPRIETARY
PLATFORMS
SOCIAL
BUSINESS
MEDIA
PLANNING
AND BUYING

18. • Social CRM
• Social commerce
• Social enterprise
RESEARCH
AND
INSIGHTS
DIGITAL
DESIGN AND
BUILD
SOCIAL MEDIA
MARKETING
CONTENT
CREATION
PROPRIETARY
PLATFORMS
SOCIAL
BUSINESS
MEDIA
PLANNING
AND BUYING

19. • People‟s Lab
• Social Hive Index
RESEARCH
AND
INSIGHTS
DIGITAL
DESIGN AND
BUILD
SOCIAL MEDIA
MARKETING
CONTENT
CREATION
PROPRIETARY
PLATFORMS
SOCIAL
BUSINESS
MEDIA
PLANNING
AND BUYING

20. We tell stories for…

21. Brands we partner

22. Success stories
Winner Best Social CRM 2012
eBay India
Bronze Stevie Winner
Marketing – Consumer Services 2012
eBay India
Bronze Stevie Winner
Social Media Focused Campaign 2012
eBay India
Two Years – Four International Awards
Bronze Stevie Winner
Social Media Focused Campaign 2012
Sony Mobile

23. The storytellers…

24. India team
parveez.modak@hanmermsl.com | +91 9892127389
narendra@2020social.com | +91 99536 92269
pankaj.desai@hanmermsl.com | +91 9825020876
sohini.sengupta@hanmermsl.com | +91 9930952041
surya@2020social.com | +91 9910027241
joy.das@hanmermsl.com | +91 97681323243
Parveez Modak
Co-Lead
Narendra Nag
Co-Lead
Pankaj Desai
VP
Design and Dev/Build
Sohini Sengupta
AD
Mumbai Head
Suryasen Kundu
AD
Delhi Head
Joy Das, AAD
Media Plg, Buying |
Influencer Outreach
40+ professionals in Mumbai and Delhi | 20+ clients | Managing 5 million + people across communities

25. Some of the storytelling
we are doing…

26. Australian High Commission Oz Fest
With the objective of building acceptance for Australia as a people friendly,
culturally rich nation, an engaging storyline was developed around „Oz Fest‟ – a four
month festival steeped in arts, music, culture, cuisine and people. This resulted in
an engaged community and enthusiastic evangelism for Aussie culture in India.
Execution
• Integrated campiaign: Digital + PR
• Showcased all the nationwide events, generating high
levels of engagement and user generated content
• Set-up and managed all digital and social assets including
website, WAP site, FB apps
• Promoted registrations for participative activations
through FB Tabs
• Generated high levels of engagement and participation
through contests and media-rich content
• Support provided through focused digital media planning
and ad buys
Results
• Increased awareness for Oz Fest and Australian culture
• Over 52000 unique visits and counting.for the website
• Over 15 million impressions generated through Online
Media Buys
• A highly engaged 61k+ FB community and 545 followers
on Twitter with steady growth

27. TAITRA - International Trade Organization, Taiwan
Taitra‟s purpose is to make technological innovative easily accessible and affordable. The
storytelling focussed on this purpose and drove stake holder participation and engagement to
evangelize this proposition. This multi-country initiative across four countries including India,
saw great success.
Execution
• Multiphase campaign driving rewards at the end of each
phase (each phase had a set of “tasks”)
• Phases tested knowledge (Quiz), innovativeness of
participants with respect to Taiwan and Taiwanese brands
• Participants contended for a grand total prize of US$100,000,
premium Taiwan branded products, return trips to Taiwan
• Integrated effort: Online quiz, offline mall activation,
participant generated video content, digital media ad buys,
PR, content and community management, influencer
outreach, website maintenance
Results
• “Taiwan Excellence” The SmarTEST! 2012 campaign
awareness increased by 25% in India
• 10,000 plus registrations in ten days
• More than doubled FB fans – from 14k to 67k, with good
engagement levels
• 10 million+ impressions within the first 3 months of managing
the Facebook page
• Added 2,000+ fans weekly with over 10,000 stories created
around posts weekly
• The viral effect of more than 25 plus videos brought more
than 187000 views

28. Volkswagen India – Every drop counts
Volkswagen has been narrating its story about responsible sustainability by
consistently showcasing its efforts through Think Blue. The “Every Drop
Counts” campaign was part of the story in which users could participate by
sharing their pledges/ ideas to save water
Execution
Phase I
• Created a Facebook Application where users
could share their pledge to save water
• Created a series of short films with Think Blue
ambassador, Neil Nitin Mukesh to call the users
to take part
• Used regular content to highlight the contest
and to get users to participate
Phase II
• 7 best entries selected and got users to vote for
these entries. Winner was featured on ZEE
Results
• 2600 pledges from the fan base
• Gained 32,000 fans (Organic) over 1.5 months
• Added 20% more subscribers to the VW
Youtube channel

29. Infosys BPO Community
Infosys invited global CXO-level, outsourcing professionals to participate and help co-
create a point of view on the outsourcing industry. By creating relevant industry related
stimuli (infographics, blog posts), Infosys encouraged the participants to contribute their
point-of-view on the subject. The engagement and co-created stories resulted in
strengthening the thought-leadership perception of Infosys

30. Sony Mobile: Xperia
Through a series of apps, contests and visual-rich content, Xperia consistently tells the story
of “style”, its social heart beat, to its young and energetic audiences. Xperia takes a stance
of community first enabling the community to become self sustaining by creating everyday
stories of “style” originating from the users themselves. This has resulted in an engaged
community of 2 million + fans on Facebook

31. eBay India
The ongoing story of eBay is about the best deals on the largest variety of products
in the most secure environment. A consistent narrative for eBay was created at a
time when the ecommerce environment was not mature. eBay India today has
created an engaged community of more than 2 million fans on Facebook, using a
series of applications, contests and a water tight social CRM process.

32. eBay India. The Raksha Bandhan story
Sibling fights are fun. On the occasion of Raksha Bandhan, eBay invited people to
tell stories of their sibling fights. Through the #tag siblingdishoom, stories
trended on twitter
Execution
• Created a hashtag for the occassion of
Raksha Bandhan #tag “SiblingDhishoom”
• The hashtag was quirky, fun which
connected well with the audiences
• Engaged existing followers and the
twitterati
Results
• Trended at No. 1 in India
• Trended in all 6 Metros ; No.1 in 3 of 6
Metros
• Made Top 30 Global Trends
• Received mentions from over 10 brands
likes Star Plus, PETA , London Olympics
• 1,500+ tweets generated 595,974
impressions, reaching an audience of
389,844 followers
• Generated conversation, tweets and RTs
from twitter Influencers

33. Dell Go Green Challenge in India
Dell‟s narrative about its responsibility towards the environment through the
Go Green Challenge got high levels of engagement. In 2010, Dell created a
challenge for design students and others to share ideas on how to redesign,
reuse and recycle gadgets to make them go green.

34. History TV18: The Greatest Indian Show
The Greatest Indian Show told the story of the most prolific Indians to have made a
difference. The twitter program was instituted to galvanize viewers to choose their
favorite contenders and was a key part of this interactive audience driven show. The
Greatest Indian trended at #1, 5 times in a span of 5 weeks.
Execution
• Engaged followers and Twitter users using
innovative, fun #tags in line with the
campaign: #TGIQuiz, #TheGreatestIndians,
TGIQuotes, TGITrivia
Results
• Increased the number of followers over
three-fold and encouraged voting for the
nominees
• @History_India was included in top trends 5
times during this period
• Drove traffic to the website
• Increased awareness for the overall campaign

35. BBC Entertainment India: Queen’s Diamond
Jubilee celebrations
Stories woven around British Royalty, trivia around London and the diamond jubilee
celebrations on twitter resulted in BBC Entertainment trending for over 2 days
Execution
• Engaged with followers and created a buzz around
the Queen‟s Diamond Jubilee celebrations
• Live tweeted the three main events of the Queen‟s
Diamond Jubilee Celebrations viz. The Thames
Jubilee Pageant, The Concert and the Services of
Thanksgiving using interesting hashtags
(#Lndncalling , #jubileeconcert)
• Used royal and artist trivia and built upon people's
interest in the royalty
• Engaged in conversations with people at the events
and re-tweeted updates and pictures
Results
• Increased awareness about the Campaign
• Trended without any contests or giveaways
• Reached an audience of 3lacs within a span of 48
hours

36. Measuring the impact of storytelling…

37. Alignment
with the
brand persona
and messages
Involvement
of relevant
influencers
with the
brand
Positive
perceptions
for the brand
Effectiveness
of brand‟s
owned media
platforms
Impact in
terms of
business
objectives
Advocacy for
the brands by
relevant
influencers
Ratio of core,
peripheral
and irrelevant
messages
Comments,
links, likes,
shares,
retweets,
mentions,
embeds
Ratio of
positive,
neutral and
negative
stories
Increase in
followers,
fans, opt-in
subscribers,
registered
members
Business
leads, store
walk-ins,
event
attendance
Recognition,
referrals,
recommend-
ations
V É R I T
Voice Engagement Reputation Influence Target Evangelism
É
VERITE for measurement

38. Summing up

39. • Engage meaningfully: We help you find the brand purpose and
stick with it
• Celebrate language: We help you understand how a brand can
impact popular culture through language. We help you create a
consistent narrative that can be told over time
• Dissolve boundaries: We help you explore the benefits of
optimum media utilizing it to the best possible yield

40. How can we help you?

41. Annexure

42. Listening/Monitoring, Social Intelligence
We use A C Nielsen’s MyBuzzMetrics

43.  Misinformation  Correct  Corporate or brand
website
 Plan for crisis
scenarios
 Problem  Solve  Support forum  Identify root cause
 Enquiry  Answer  Support forum or
CRM tool
 Identify root cause
 Passing remark  Let it be
 Suggestion  Thank  Ideation platform  Implement change
 Kudos  Thank  Fan community  Create ambassadors
Effective participation in conversations
1. CLASSIFY
CONVERSATIONS
-ive
+ive
2. RESPOND TO
CONVERSATIONS
3. LINK TO SOCIAL
PLATFORM
4. LINK TO BUSINESS
PROCESS

44. Effective handling of comments
Source: US Air Force, modified by Altimeter Group
Can you add
value?
Evaluate
the purpose
Respond in
kind and
share
Thank the
person
Unhappy
customer?
Dedicated
complainer?
Comedian
want-to-be?
NegativePositive
Yes No
Do you
want to
respond?
No
Response
No
Yes
Take reasonable
action to fix issue
and let customer
know action taken
Are the
facts
correct?
Gently correct the
facts
No
No
No
Yes
Are the
facts
correct?
Does customer
need/deserve more
info?
Yes
Explain what is
being done to
correct the issue
Yes
Is the
problem
being fixed?
Yes
Let post stand and
monitor
NoYes
NoYes
Yes
Assess the
message

45. Crowdsourcing and insights
We use our proprietary tool People’s Lab

46. People’s Lab: Crowdsourcing Insights &
Innovation
People‟s Lab is our proprietary platform and approach that helps organizations
crowdsource insights and innovation

47. People’s Lab insights and foresights approach
The People‟s Lab crowdsourcing platform also enables our distinctive approach for
distilling insights and foresight from conversations and communities
Organic conversation
analysis
To identify themes
from social web
conversations
1
MSLGROUP’s own
insight communities
To track important
trends over time
2 3
Custom insight
communities
To create insights to
solve a specific
problem
4
Deep dive ethnographic
research
To tie together insights
via immersion into
communities

48. End