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Social Media Marketing Case Study: Neo Cricket

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WATConsult
WATConsult

This presentation showcases the NEO Cricket Social Media Marketing Case Study which talks about the leanings, achievements and exposure a sports entertainment brand like NEO Cricket can have on Social Media. The Campaign was essentially called "Dekh Lega India" which was run parallel and in sync with Neo Cricket's Offline Advertising.

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Social MediaCase StudyCampaign duration:1st Sept. ‘09 to 31st March ‘10consulting monitoring managing ORM marketing PR products audit
Campaign ObjectiveTo Create Brand Leadership For Neo Cricket On Social MediaTo engage and excite cricketing fanatics on social mediaTo build one to one relationship with the usersTo create and build communityof Neo cricket fans
Status On 1st Sept. 2009Zero Official Social Media Brand PresenceZero conversations or interest around the brandNegative PR via one group on Facebook ‘Neo Sports Sucks’No significant user or fan driven community
Our RecommendationsBuzz creation prior to all cricketing series Live Cricket Commentary on TwitterCricketing Updates via Contests, Polls, Trivia, News,etc.Integration of Offline Contests (T.V.) + Online Participation on Facebook and twitter
Strong Social Media Presence
What we did onContests like Spot the Ball, Caption Contests, Predict and Win, etc. and polls run across the whole seasonRegular Match Updates on the Fan PageCross marketing of other social networksTV Channel integration- Contests were announced on the TV Shows and run on Facebook and Twitter
What they said on
What it showed onFans on Neo Cricket : 4500+Total Page Views : 40,000+Total Interactions : 10,000+
What we did onLive Match Updates (Ball to ball)TV Channel integrationContests and polls run across the whole seasonCross marketing of other social networks
What they said on
What it showed on@replies and RTs: 10,000+ Cumulative Reach: 10,00,000+ usersFollowing: 104Followers: 2000+Tweets: 7000+Direct Messages: 86
What we did onMeta Tagging all videos to enhance youtube and google SEOVideo Commenting on other channels and videosComplete designing for the channelAnnotations on videos
What they said on
What it showed onChannel Views: 2,500+Total Upload Views: 15,000+Subscribers: 75
What We Achieved?First of its kind TV integrationovertaking the traditional medium of calling and emailing commentsLive updates on twitter became a huge hit, as people started following it for updatesMaximum interaction with fans on Twitter and Facebook through Contests, Trivia and DiscussionsMassive reach on Twitter with cumulative reach and RT’s
And All that Jazz too…Crossed 2000 followers on TwitterReal Time commentary on Twitter during matches with over 100 @replies and RT’s during each matchCrossed 4500 fans on Facebook Regular updates on Facebook during and after matches with an average of 30 comments per postOver 15,000 views on Youtube
End ResultHigh engagement among social media addicts + Cricket fansNeo Cricket brand connected well to great cricket coverageGoodwill built through real-time responses for positive as well as negative feedback for the channelHighly engaged community that looks up to Neo Cricket for cricketing views, scores and updates
Campaign Consultancy:WATConsult.comContact:Rajiv Dingra+91-9820761167rajiv@watconsult.comTwitter.com/watconsultwww.watconsult.com
Thank You

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Social Media Marketing Case Study: Neo Cricket

  • 1. Social MediaCase StudyCampaign duration:1st Sept. ‘09 to 31st March ‘10consulting monitoring managing ORM marketing PR products audit
  • 2. Campaign ObjectiveTo Create Brand Leadership For Neo Cricket On Social MediaTo engage and excite cricketing fanatics on social mediaTo build one to one relationship with the usersTo create and build communityof Neo cricket fans
  • 3. Status On 1st Sept. 2009Zero Official Social Media Brand PresenceZero conversations or interest around the brandNegative PR via one group on Facebook ‘Neo Sports Sucks’No significant user or fan driven community
  • 4. Our RecommendationsBuzz creation prior to all cricketing series Live Cricket Commentary on TwitterCricketing Updates via Contests, Polls, Trivia, News,etc.Integration of Offline Contests (T.V.) + Online Participation on Facebook and twitter
  • 6. What we did onContests like Spot the Ball, Caption Contests, Predict and Win, etc. and polls run across the whole seasonRegular Match Updates on the Fan PageCross marketing of other social networksTV Channel integration- Contests were announced on the TV Shows and run on Facebook and Twitter
  • 8. What it showed onFans on Neo Cricket : 4500+Total Page Views : 40,000+Total Interactions : 10,000+
  • 9. What we did onLive Match Updates (Ball to ball)TV Channel integrationContests and polls run across the whole seasonCross marketing of other social networks
  • 11. What it showed on@replies and RTs: 10,000+ Cumulative Reach: 10,00,000+ usersFollowing: 104Followers: 2000+Tweets: 7000+Direct Messages: 86
  • 12. What we did onMeta Tagging all videos to enhance youtube and google SEOVideo Commenting on other channels and videosComplete designing for the channelAnnotations on videos
  • 14. What it showed onChannel Views: 2,500+Total Upload Views: 15,000+Subscribers: 75
  • 15. What We Achieved?First of its kind TV integrationovertaking the traditional medium of calling and emailing commentsLive updates on twitter became a huge hit, as people started following it for updatesMaximum interaction with fans on Twitter and Facebook through Contests, Trivia and DiscussionsMassive reach on Twitter with cumulative reach and RT’s
  • 16. And All that Jazz too…Crossed 2000 followers on TwitterReal Time commentary on Twitter during matches with over 100 @replies and RT’s during each matchCrossed 4500 fans on Facebook Regular updates on Facebook during and after matches with an average of 30 comments per postOver 15,000 views on Youtube
  • 17. End ResultHigh engagement among social media addicts + Cricket fansNeo Cricket brand connected well to great cricket coverageGoodwill built through real-time responses for positive as well as negative feedback for the channelHighly engaged community that looks up to Neo Cricket for cricketing views, scores and updates