SOCIAL MEDIA STRATEGY FOR MTV ROCK THE VOTE

ZipoDial & Twitter for Engagement & Analystics

STRATEGY OVERVIEWBridge Offline-Online Engagement With Real World Impact

STRATEGY OVERVIEWFunnel of Viewers Grows Over Time With Targeted Engagement

MTV INDIA USES TWITTER & ZIPDIAL TO EMPOWER 100% OF INDIAN YOUTH

TO #ROCKTHEVOTE

Half of India’s demographic which makes up 1.25 Billion people are under the age of 25. However only 42000 youngsters registered to vote.

Source: The Gaurdian

BUILDING FOLLOWERSHIP

The MTV India #RockTheVote campaign was a non-profit initiative for MTV India to achieve something truly challenging

Getting the Youth to Vote!

Dial The Hashtag made it possible for users ‘in this case the youth’ to vote easily by dialing (or giving a missed call to) a number that was promoted on air on MTV India.

THE NEED GAP

Twitter as we know is a platform to engage and share valuable content.

However, not all of the youth in India has a Twitter account, or a smartphone, or mobile internet. In fact, this is a very small % of the population.

68% of mobile users in India have Feature Phones.Only 1 in 3 Smartphone users in India has a mobile internet connection.

MTV India was the first ever in the worldto launch “Follow the Hashtag” with

Twitter & ZipDial, making #RockTheVotecontent accessible to 100% of users even

if they have a feature phone, have no mobile data, and have never used Twitter

before.

BIG IDEA

HOW IT WORKS• On air on MTV, users were prompted to "Follow this Hashtag" by simply giving a missed

call to the ZipDial Number 011-30494949.

• 100% accessible on 100% of mobile phones and connections, free of cost!

• Then the user started receiving tweets by SMS from @MTVIndia on #RockTheVote.

• The new Twitter-ZipDial followers of @MTVIndia could then click through to see more rich media content (if they had mobile internet) or even refer their friends to join the conversation and Follow the #RockTheVote through a simple ZipDial Friend Referrals experience that works on 100% of phones.

MTV India successfully rallied Youth voters and brought them into the #RockTheVote conversation way beyond the reach of traditional online social media.

• Only 16.7% of the users have mobile internet and less than 27% of users already have a Facebook account, therefore demonstrating the impact of the Twitter-ZipDial solution to drive the reach of @MTVIndia beyond existing social media users.

• Geographic reach was far and wide with 66.5% of users coming from outside of Metros. For example, 12.1% of users came from outside of big cities in Uttar Pradesh and Bihar, two states in India with the least connectivity.

• Users were highly engaged with 79% active through the entire elections campaign season.

• 15% increase in reach was achieved through ZipDial Friend Referrals, meaning that even feature phone users created a viral impact to grow the #RockTheVote campaign.

IMPACT & RESULTS

MTV ROCK THE VOTE - #TWITTERTOWNHALL

MTV Rock The Vote – #TwitterTownhall

• One- hour Tweet-chat sessions were conducted with prominent politicians in the country –– Shaina NC– Meera Sanyal– Priya Dutt– Milind Deora

• Co-ordinated and enabled exclusive twitter chats with– Firstpost.com:

• Shaina NC• Meera Sanyal• Priya Dutt

– IBNLive.com:• Milind Deora

• Pushed for promotions on Twitter and Facebook handles of these portals• Ensured resultant coverage in he form of Q&A on the online portals • Use of #rockthevote and #townhall in Twitter conversations

Online Promotions – Snapshot

Firstpost (Twitter) -Shaina NC

CNN IBN, MTV India (Twitter) - Shaina NC Firstpost, AAP (Twitter)

- Meera Sanyal

CNN IBN, Rajdeep Sardesai(Twitter) - Milind Deora

Firstpost (Facebook )-Meera Sanyal

Firstpost (Twitter) -Priya Dutt

Follower Questions – Snapshot

For Shaina NC

For Milind Deora

For Meera Sanyal

For Priya Dutt

Spokesperson Speak – Snapshot

Shaina NC

Milind Deora

Priya Dutt

Meera Sanyal

#TwitterTownhall – Coverage Snapshot

Firstpost.com -Shaina NC

Rediff.com – Shaina NC

Firstpost.com –Priya Dutt

Rediff.com – Meera Sanyal

Rediff.com –Meera Sanyal

THE RESULT

Tweet up session from the Townhall generated a whopping 15 million tweetsProminent personalities like Rajdeep Sardesai retweeted and participated

80 million impressions on digital media assets, activating 26 million fans on Facebook with an outreach of 15.6 million on TwitterCoverage in key Media portals Rock The Vote hashtag was ‘trending’ on twitter on 3rd April