Universal Music India

Social Media Solution

August 10, 2012

Where are we currently?Current Status

70,800800

1.1%

14002%

5

1059

3

40

PAGE LIKES• Total• Average Monthly Growth• Growth Rate

TALKING ABOUT• Total• Active Ratio

AVERAGE DAILY POSTS

FOLLOWERS

AVERAGE DAILY TWEETS

KLOUT

Industry StdFor a page this size

14002%

56008%

3 - 8

5000+

5

60+

Goals

1. CREATE AWARENESS2. BUILD REACH

3. ENGAGE COMMUNITY

4. INVOLVE5. BUILD RECALL6. EARN LOYALTY

CURRENT STATUS

–

What we can do

1. Create Awareness: Optimize Ads & TargetingThis would involve us creating a variety of ads to bring people to the page, we can have different ads based on gender, interest etc.

2. Build Reach: Post Timing + Sponsored Stories Even simple strategies such has what time a particular post should go up makes a difference

3. Engage: Updates & Category AnaylsisOnce this is done we need to analysis what has been the feedback with respect to our engagement levels

What the community can do

• Engagement Creates Viral ReachEngaged Users create viral stories for the friends via likes, comments, re-tweets. This creates Viral Reach among these friends, creating an opportunity for the community to expand

• Viral Reach Viral EngagementViral Reach to this EXTENDED audience can create Viral Engagement. This creates the second layer of Viral Ripple. This has a secondary effect of Viral Reach, albeit to a smaller effect

What more can we do

3 Steps: INVOLVE, REINFORCE, REWARD

1. Build more RICH CONTENT that builds INVOLVEMENT & furthers Virality

2. Create Experiences that deepen RECALL as a ‘Destination for International and popular Music’ and Heighten Virality

3. Converting Engagement to EARNED LOYALTY

Create Content

1. Rich Short Form Videos: – Music Videos– Back-stage– Web Jockeys / U-Music Channel / Web Radio – Live Web-casts

2. Pop Music related Memes: Building Formats that viral

3. Personalized Content via Customization Apps (UGC)http://experience.mtvnhd.com

4. Light Games and Challenges

Content Idea: Pop-star Meme

Convert our content in to Viral Internet Memes

Content Idea: Artist News & Gossip

Rihanna collaborates with her ex, Chris Brown! Whatcha think, good move?

Rich Content Idea: Quirky Music Reviews

Create video content on the Most Top Music News, Virals & Web Discoveries

Content could be used to:Cover Parodies | Gossip | Making o | Live Events & Parties

Creative Ref: Ray William Johnson http://www.youtube.com/watch?v=vL56NP5d96Q

Engagement Idea 1: Light Games

Face Off Game

Concept: A Popstar vs. Pop-star Face-off for the True Fans

Benefit: Scalable to Artists, Tracks, Albums, Photos, Videos & More

Rihanna Adele

Who has the best Voice?

Engagement Idea 2: Light Games

Twister

Concept: Word Jumbles with an image clue. Answers could be album or track names

Engagement Idea 3: Light Games

Rate Me

Concept: Users play the ever popular RATE ME, feeding the voyeuristic emotion of fans

Benefit: Content can scale across Artist names, Albums, videos & more

Involvement Idea 1: Sound Bytes

• Create viral video series called “Sound Bytes” for Video Conversations with Various Artists & Music Celebrities

Involvement Idea 2: Social Game

Social Antakshari

Contest Name: Funtakshari

Concept: The real game of Antakshari goes digital with users playing with friends. It allows multiple generations of music, track sharing (with video), and competition

Benefit: Familiarity of concept, Virality, content consumption

Recall Idea 1: U-Music Playlist

Idea: Allows users to hear tracks on the playlist, watch curated videos clubbed for different moods & Favourite tracks

The Catch: For each favourite the user must invite a friend

Long Term Benefit: App can be a feature for users to seek the Universal Music page without invocation / ads

Recall Idea 2: Real Life “Likes!”

Idea: Give readymade “Like” buttons to college students to give out to their friends

Each “Like” button has a serial number, users enter online making their page like Track-able Users with most referrals become On-Ground Ambassadors with Exclusive Access to U Music Events, Concerts and other Benefits

Loyalty Idea 1: More Content

Comic StripsMore Videos

GamesUpdates

Merchandise

Loyalty Idea 2: Stay Tuned

• Most Active Fans (Top Fans): Likes, Comments & Shares• Play All Games (Win / Collect Points)• Most Page Visits• Set Movie Reminders• Create User Generated Content (ex: Own Bieber Badge)

Loyalty Idea 3: Invite2Win

• Users Invite Friends to Earn Rewards• Users Tag Friends to Page Photos / Posts• Users Share New Release Info• Share Character Content

The Plan• Retainers:– Social Media: INR 80, 000 / month

This includes:• Fan Acquisition 5000 Fans per month• Content Generation for Updates 5 x 30 Updates / month• Content for Tweets & ATS 5 x 30 Tweets / month • Creative Design 1 / Month• Video Views 2000 Video Views / Month• Standard Applications (Yrals’ Engines) 1 / Month

– Digital Content & Partnership Mgmt: INR 30,000 / monthThis includes:• Creating Standard Backstage Artist Bites Videos (Up to 2 No.s / month)• Handling Content Partner Relationship on behalf of Universal Music

Projects: Other Apps & Media to be Executed on Request and at an Addl. Cost