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Vyra Launch solution submitted by Kashmir Thakur and Sanjay Sharma from IIM Kozhikode. The Case Study: About Vyra: Vyra Technologies Pvt. Ltd. is an IT start up based out of Bangalore, India; Vyra has developed a new age mini browser for mobile phones, as it sees a great potential in its relevance in coming 5 years. Vyra has a team of 5 geeks working on it and they are planning to launch the browser in the next 2 months.To promote Vyra, they need to hire a digital agency to help them in launching their product on social media channels. Vyra wants their mini browser to become a hit amongst the age group 20-45 and hence want a digital marketing strategy targeting the same! Vyra would be available on every famous app store like iTunes, Google Play and Windows! Salient Features of Vyra: The New Age Mini Browser for Mobile Phone - The developers chose to make this browser available only in one format – Java MIDP 2.1 – as it is compatible with every modern cell phone. - Full text select and find text function just like desktop browsers. - Tabbed browsing with thumbnail images and page zoom - Download function to help users download files from the phone, - Email service which supports many online email mailboxes and different types of attachment formats. - Feed Service which you can sync with your Facebook account, giving you relevant news all day long from across the web. The Assignment: Vyra Technologies wants to create online conversations around “Vyra” by engaging relevant people in order to create familiarity for the product. They want a marketing campaign which will correctly position Vyra in their niche thereby challenging rivals like Opera Mini, UCWEB etc.
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Team Mountain Dwellers - IIM Kozhikode (Sanjay Sharma & Kashmir Thakur)
Casia 2013
AgendaKey points
Target group
Competitors on Facebook
Campaign: Idea and concept
Facebook content buckets
Strategy and measurement
References
key points to remember:
Use hashtags to increases the average engagement per post. Don’t use too many hashtags as they might become irritating.
Source: Social Bakers
Brands has improved their response rate on Facebook by 143%. So be attentive to users queries and give a timely response to them.
Motive of social media marketing has changed over time. Its now more of a community building rather than brand awareness or generating sales. Today more than 95% organizations use social media to build a community of potential customers who can reach out to a number of potential customers. The community helps bolster customers bond, encourage the brand experience stories, and create stronger word of mouth. In the long run, it helps in creating greater customer loyalty, efficient resolution of customer queries, lowering of marketing and service expenses and flow of creative ideas.
Source: Social Bakers
Source: India Trends Study 2013 by Ernst & Young
Resea
rch
Brand
Building
Custo
mer
Car
e
Gener
ate
Lead
s
Comm
unity
Building
0.00%20.00%40.00%60.00%80.00%
100.00%120.00%
41.30%
76.10%58.70%
43.50%
95.70%
Target Group:
Age: 18-45
College students, corporates,
Target metropolitan cities first
Age wise distribution of Facebook users
Targeting these age groups we can target almost 75% of online users
Age group of 18-45 contains college students who are crazy about using smartphones. Then comes the corporates who are fresh into the job field can afford to buy new expensive smart phones.
Targeting in Facebook is quite easy and you can actuallyselect what customers you wan to engage with. You can select age group, gender, city, education, status etc. to differentiate your segment group from rest of the pool.
Mozilla Firefox on Facebook(1/3) Most popular postsMost popular posts
Mozilla Firefox on Facebook(2/3) Least popular posts
Mozilla Firefox on Facebook – Key take away(3/3)
Number of likes on Facebook - 18.026 million
Most Popular posts:
Most of the posts during November month were related to its features and
usability (Privacy, agility)
Highlighting interesting facts of digital world gauges interest
Usage of innovative images to represent the caption hits the long-term
memory of people
Mozilla has been actively involved in sponsoring international events such
as “Triple Crown of surfing”
Least popular posts:
Lacking creative images
Mismatch between the caption and the image used
Providing additional link in a post may be cumbersome for people
UC Web on Facebook(1/3) Most popular posts
UC Web on Facebook(2/3) Least popular posts
UC web on Facebook – Key take away(3/3)
Number of likes on Facebook – 55861
Most popular posts:
Usage of highly creative images
Most posts are related to artistic images (need not be related to digital
world)
Posting interesting facts about technology advances (such as mobile
phones etc.)
Posts related to daily activities of people such as morning evening and
night activities
Least popular posts
Low creativity in posts
Lacking consistency in a particular theme and changing the theme
frequently
The campaign: “Breaking The Habit”
Main Idea: Challenge fans to break their common bad habits Outline of the idea:• Sort out the common problems bachelors face like going late to classes, skipping breakfast etc.• Design a template and embed the related photo and question within the post• Main focus is on engagement and getting more fans• Campaign will be launched on Facebook, Twitter and YouTube• Create a standard template for all other Facebook posts
Our target customer are mainly the college going students, fresh corporates and newly married couples. Everyone has some common problems which are kind of stick to us. We want to get rid of them but can’t. This will be our main focus of the campaign. We will designing post with the tag line “Breaking The Habit”. Vyra is a new browser in the mobile market and had no brand awareness. Hence we are focusing mainly on creating a buzz around the name “Vyra”. We want to portray the idea that Vyra is breaking the way browsing is being done in smartphones and hence the tagline “Breaking The Habit”.
In the campaign, we will be challenging the fans to break their these common bad habits and will also what can be done to break these habits. We can also create a controversy by letting fans argue among themselves on our suggested solutions. “Breaking the habit” will last for one month.
Similarly “Breaking the rule” will start for the next month. Here campaign will focus on certain rules that are meant to follow but no one actually follows. Like waking up in the morning is considered good but acutally very little percentage follows it.
Participants post solutions
Vyra can highlight some good solutions as separate posts
These posts can create controversy and will engage for fans into arguments
Vyra updates the post the Facebook page
BUZZ
Let me sleep 5 more minutes
Vyra Challenge 01
Breaking The Habit
Waking after 30 minutes: Oh no, I am late again.
How can you break this habit?
1
Campaign breakdown: Facebook other content buckets
Smartphones• Design posts with showing beautiful
pictures of smartphones• Ask simple questions to drive
engagement
Web based content:• Post content related to web and
browsers• Pitch in the product with this
category
2 3
Download the new advanced mobile web browser: LINK
4Astonishing vehicles• Talk about the latest technology• People just loves these beautiful
cars/bikes/mobiles/gadgets etc.• It attracts huge engagement
Walk parallel with the latest technology in every field. Download the new advanced mobile web browser: LINK
According to Sunil Gavaskar, Virat kohli can break the record of maximum number of centuries of Sachin.
Do you agree?
Cricket updates/quizzes• Retirement of Sachin very
huge topic• Fans can engage in very
fighting conversations• Can create huge amount of
buzz
Motivational Quotes• Fans likes motivational
quotes from famous leaders
• All competitors UCWeb, Mozilla, etc. are doing these kinds of posts
Birthdays and festivals• Wish happy birthdays to
famous celebrities• Give festival wishes and
offer discounts on products
Miscellaneous Posts5
Download Vyra
ShareVyra
PrivacyInfo
SupportDesk
Provide tabs
On the Facebook
page
Other Functionalities
Facebook posts strategy:• 4 posts daily with each from different
content bucket• Include Vyra challenge post each day and
post a different question
Twitter activity:• Promote the same content on twitter also• Keep updating about latest trends in the
internet space and web browsing
YouTube:• Launch an ad about Vyra browser• Launch a promo video for the whole
campaign
Website:• Keep a icon on website also to guide traffic to
campaign• Keep a track of traffic coming from this
campaign to the website
Metrics to measure performance of different platforms:• Facebook: Increase in number of fans, PTAT• Twitter: Increase in number of followers• YouTube: Increase in number of video views• Website: Traffic increase in landing page
• Focus on customer engagement• Keep monitoring the campaign• Modify the content accordingly• Post the buckets during peak hour of fans
availability• Be responsive to customer queries
Strategy and Measurement
Campaign takeaways:• Great way to encourage fans engagement• Attractive prizes will attract fans for most innovative
solutions• A huge buzz will be created around “Vyra”
References:
• http://www.socialbakers.com/blog/1928-facebook-hashtags-how-much-is-too-much
• http://www.socialbakers.com/blog/1936-top-3-most-common-marketing-mistakes-on-facebook
• http://www.socialbakers.com/blog/1916-top-10-things-you-should-never-do-on-twitter
• http://www.socialbakers.com/blog/1863-brands-in-all-industries-increase-social-customer-care-performance-infographic
• http://www.socialbakers.com/blog/1933-test-and-learn-how-to-make-your-content-work
• http://www.socialbakers.com/blog/1932-facebook-earnings-report-for-q3-huge-increase-in-ad-driven-revenue
• http://in.socialtimes.me/stat/IN
Thank You!
