dsp black rock case study
TRANSCRIPT
DSP BlackRock
Table of ContentsSEO• Traffic Report • Link Summary • Keywords • Rankings
Search Marketing • Campaign Objective• Campaign Highlight: Search Network• Innovation: Creating the perfect marketing blend across mediums
Social Media• Campaign Objective• Campaign Highlight: Social Media Optimization• Innovation: Approaching the fans followers as a mentor and guide for their
investment needs.
SEARCH ENGINE OPTIMISATION
Visits Per Month
Visits Aug-10 Oct-11Visits Per Month 62401 100911
Aug-10 Oct-110
20000
40000
60000
80000
100000
120000
Visits Per Month
Visits Per Month
61.71% increase in visits per month
More visits = More conversions!
New Vs. Returning Visitors
Visitors Aug-10 Oct-11
New Visitors 35397 61630
Returning Visitors 27004 39281
Aug-10 Oct-110
20000
40000
60000
80000
100000
120000
Returning VisitorsNew Visitors
Overall increase in visitor loyalty, with nearly
double the amount of new visitors.
Absolute Unique Visitors
Visitors Aug-10 Oct-11
Unique Visitors 40607 68990
Aug-10 Oct-110
10000
20000
30000
40000
50000
60000
70000
80000
Unique Visitors
Unique Visitors
Increase in Unique Visitors per month, thus
reaching a larger audience
Regional Visits
Visitors Aug-10 Oct-11Visits from India 55698 91854
Visits from outside India 6703 9057
Aug-10 Oct-110
20000
40000
60000
80000
100000
120000
Visits from outside IndiaVisits from India
With the target demographic being people in India, SEO
increased visits from India by 65%
Incoming Link Summary
Inbound Links Aug-10 Oct-11DSPBlackRock 337 90881
Aug-10 Oct-110
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
DSPBlackRock
DSPBlackRock
Off-page link-building activities resulted in a substantial increase in
links from other websites
Incoming Link Summary
Page Views
Aug-10 Oct-110
100000
200000
300000
400000
500000
600000
DSPBlackRock
DSPBlackRock
PageViews Aug-10 Oct-11
DSPBlackRock 260319 479870
Internal cross-linking improvements led to an
amazing 84.33% increase in pageviews per month!
Brand vs. Non-Brand Keywords
Keyword Traffic Aug-10 Oct-11Non-Brand Keywords 625 4239
*Brand Keywords include “dsp|blackrock|black rock|www.|.com”
Aug-10 Oct-110
500
1000
1500
2000
2500
3000
3500
4000
4500
Non-Brand Keywords
Non-Brand Keywords
Traffic from non-brand keywords such as “mutual funds” increased by more
than 5x!
Core Keywords
Keyword Apr-10 Sep-11
mutual fund 49 20
mutual funds 43 26
mutual funds india 17 11
Increase in rankings translates to increased traffic!
Ranking Summary
Feb-11'
Mar-11'
Apr-11'
May-11'
Jun-11'Jul-1
1
Aug-11
Sep-11
0
2
4
6
8
10
12
14
16
18
Google Top 10
Google Top 20
Google Top 50
Above 50
Number of Keywords Feb-11' Mar-11' Apr-11' May-11' Jun-11' Jul-11 Aug-11 Sep-11
Google Top 10 5 6 7 8 8 12 16 17Google Top 20 6 5 5 2 9 6 11 9Google Top 50 4 4 4 6 4 2 3 6Above 50 7 7 6 6 0 0 2 2
SEARCH MARKETING
Campaign Objective
• Objective:– To create top of mind brand awareness and recall– To reach out to a large pool of potential target audience that can “invest in
mutual funds online” using existing ecommerce support
• Target Audience: 25yrs+ males and females
• Evaluation of the Campaign Period: January 2011 to October 2011 performance
DSP BlackRock SEM Campaign Highlight
Cost per Transaction
Number of online
Transactions
43%
190%
Thinking Innovatively• In-depth research had shown that people find investing in mutual funds
intimidating because they do not understand the financial jargon.
• There are innumerable blogs and pieces of content on the web but studies revealed that most of the TG would rather watch a video than read a blog.
• Thus we created educational videos for our YouTube brand channel and used Search as a medium to drive traffic towards them.
• This was a unique way in which, both platforms were used effectively to get share of voice for the brand and also position DSP BlackRock as a thought leader.
Search Ad on Google
Driving SEM traffic to youtube brand channel for keywords like ‘What is mutual fund ?’
DSP BlackRock Brand Channel
http://www.youtube.com/user/DSPBlackRockMF
Campaign Achievements• Increased media spends by 3 times giving ROI• 160% increase in conversion rate• Overall increased the no of transactions of the website and consistently improving
the transaction amount as well
SOCIAL MEDIA
Campaign Objective
• Objective:– To create top of mind brand awareness and recall– To educate potential investors online and engage them regularly as a guide for
their financial investment needs.
• Target Audience: 25yrs+ males and females
• Evaluation of the Campaign Period: January 2011 to October 2011 performance
Facebook Achievements• Current Facebook fan page popularity 58,000 + fans and growing.• Interactions on the fan page are on the rise with various types of content such as
videos, polls and educative sessions being conducted on the page.• Through out the campaign we have created various apps and games that have been
used effectively to engage and educate the audience about DSP BlackRock, their products and Mutual Fund investments in general.
• Cross linked all platforms such as YouTube, LinkedIn and Facebook to drive traffic and create maximum visibility for DSP BlackRock on the social media spectrum.
• Maintained a fan base of followers above the age group of 25 to target a mature audience who are keen on investments.
Facebook Campaign Highlight
Month FansJanuary 14,364February 17,880March 21,009April 24,393May 27,987June 31,250July 34,621August 37,719September 43,029October 53,210November till date 58,647
Achievements for Facebook
January
February
March
April May JuneJuly
August
Septem
ber
October
November
till date
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Fans
Fans
LinkedIn Achievements• Our LinkedIn strategy consisted of two halves. Firstly to increase a follower base on
LinkedIn and secondly to get these people to recommend the various financial products that DSP BlackRock offers.
• The follow ads on LinkedIn received a good response with a average CTR of 0.52 which is well above the industry CTR of 0.01.
• DSP BlackRock’s current company page strength stands at 34,000 + followers and growing.
• Our exclusive deal with LinkedIn allows DSP BlackRock to post updates to their followers. This has enabled DSP BlackRock to share NFOs, FMPs and various news updates and videos with followers.
LinkedIn Campaign Highlight• DSP BlackRock’s current company page strength stands at 34,000 +
followers and growing.• Our exclusive deal with LinkedIn allows DSP BlackRock to post updates to
their followers.
Month Followers CountJune 5000July 12000August 15000September 20000October 33471
Achievements for LinkedIn
YouTube Achievements• The total channel views as of today stand at 56,705 and the total upload views
counting at 34,696. Out of the total viewers, 85% of were above the age group of 25.
• The brand channel of DSP BlackRock received more than 113 subscriptions in a very short span of time in spite of the fact that it is a financial brand channel.
• The highpoint of this strategy came when we outdid some of the top mutual fund brand channels on YouTube.
• Added to that, the brand channel also helped DSP BlackRock interact and engage with the audience in an innovative and distinct manner, making it one of the most viewed financial brand channels in India, with a growing and dedicated viewership.
YouTube Campaign Highlight
Thank You!