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Workplaces: Is it a man’s world?

Indiatimes, June 30, 2014 Link: http://timesofindia.indiatimes.com/life-style/relationships/work/Workplaces-Is-it-a-mans-world/articleshow/36756915.cms   Organisations today recognise the importance of diversification of their workforces. Be it age, race, religion or geography, companies today try to accommodate skilled employees from all strata in their human resources. One of the most vital factors in this diversification process is gender. Unbalanced gender ratios often foster an environment in which the majority is unreceptive to the ideas and work of the minority. It is therefore, advised that a healthy equilibrium between the genders is essential at workplaces. When the workplace of a male professional has much lesser number of female employees, it subtly plays with his mentality that women are maybe lesser talented. As a result, males come to feel that it is a `man's job' and are less inclined to trust the work of women employees. Zafar Rais, CEO, MindShift Interactive, elaborates, "In a social context, if a man works around a large number of men and fewer women, he is definitely bound to think that capabilities differ depending on gender. This is mainly because he is not given a chance to explore or witness a woman's sense of work and progress. It impacts the team-working ability of both men and women if men do not trust women to do the work they are assigned for. If a man lives in a pretext that it is a `man's job', it's time to shift that way of thinking. We have men and women doing the same work in our office, without ever having a bias towards either side. Organisations facing such a situation must work towards changing it through bonding exercises, highlighting strengths of men and women employees and ensuring the top managers aren't biased." In contrast, when the office has a larger number of female employees, it makes male professionals more open to their opinions, brings a human touch and does not allow ego to come in the way. Sumithra Mathew, vice president and head HR of a real estate website, explains, "Perceptions of talent may vary based not only on numbers, but also on the role assigned and competence required for executing the role. Given that, women employees certainly bring in a different dimension to the workplace. Male professionals are beginning to recog nise this and companies that leverage this diversity stand to gain in the long run." Hence, it is important to maintain a good gender ratio in organisations. Saba Adil, head talent, AEGON Religare Life Insurance, elaborates, "Good gender diversity is always healthy for an organisation as skills complement each other in a gender-balanced environment and is good for everyone. It allows companies to get the best talent in from an available talent pool and create a work atmosphere that is more inclusive, considers more viewpoints, perspectives and sharing of ideas, leading to more innovation, better solutions and hence better performance." Hence, organisations must work towards improving their gender ratios so as to create a nurturing and productive atmosphere in the offices.

Social media needs to speak local lingo

BUSINESS LINE, June 26, 2014 Link: http://www.thehindubusinessline.com/features/brandline/social-media-needs-to-speak-local-lingo/article6151463.ece?ref=wl_smartbuy   A significant portion of growing Internet usage comes from non-urban areas. To be understood, advertisers have to speak to customers in their language
When you create a Facebook account, your language is set by default based on your location, but you can also change it according to your preferences. Users are comfortable using Facebook in English while a growing population believed their local language helped them be more grammatically correct in their communication with others. Going regional is necessary as more than half of the world's 2.4 billion Internet users sign into a social network regularly. Google launched its Translator in Hindi in 2007 and its Hindi portal in 2009. In September 2011, Twitter also launched regional content delivery in Hindi alongside Google and Facebook offering a search engine in nine Indian languages. Furthermore it’s interesting to note that IndiBlogger, a popular Indian blog portal, hosted 350 Hindi blogs recently, which only means the relevance of going regional is increasing. Around 64 of rural internet users in India (24.3million active users out of a total of 38 million) use the internet in their local language. That means regional language content availability can boost the growth of Internet in India by 24 per cent. The regional language sites are growing at 56 per cent year-on-year and English sites just by 11 per cent. I will say that with the caveat that overall Facebook, Twitter, LinkedIn, blogs and YouTube were the top five social media tools used by marketers, with Facebook leading the pack. But if you break it down by business-to-business marketers, marketers are more focused on LinkedIn, Twitter and blogging, at least, according to the 2012 Social Media Marketing Industry Report. According to a recent study jointly done by Internet and Mobile Association of India (IAMAI) and IMRB International, Hindi is the second most widely preferred language after English in India. In rural India, 27 per cent of the users use Hindi to access online content, followed by Marathi and Tamil. In urban India, 60 per cent of the users access online content in Hindi followed by Tamil and Marathi. Audiences define the language. When you start putting your efforts into regional or niche social media websites, being aware of the regional social media etiquette is essential. Working with local social media experts to understand online behaviour can also work well. India has the second highest user base when it comes to Facebook or LinkedIn or Twitter but in the case of Pinterest, India accounts for only 9.3 per cent of the user base. Pinterest, on the other hand, also provides language support for Hindi as a part of its app update for Android and iOS. Other languages supported in the newly updated app and website includes Thai, Malay, Vietnamese, Romanian, Hungarian and Greek. LinkedIn has launched a Chinese version of its website and has also introduced three new languages to improve Asian user base – Korean, Bahasa Indonesia and Bahasa Malaysia. The brand leveraging social media using regional languages is BBC - Hindi (Facebook & Google). Started in July 2011, BBC Hindi is a 1.4 million fan page with an engagement ratio of approximately nine per cent. NDTV (English), on the other hand, has a 3 million fan page with an engagement ratio of around 7.5 per cent. An engagement ratio of 9 per cent shows that the audience is relating to the content and conversing too. BBC Hindi has used this strategy to tap markets where other new players have not made a mark. The last decade has witnessed unprecedented Internet diffusion in India. Over the past three years alone, Internet usage in India increased from 100 to 200 million people. The increase has not taken place only among the urban but also amongst the rural Indian population. Regional marketing is thus going to be essential and crucial for advertising in the future and it is time for brands to capitalise on the same at the earliest. Regional marketing will affect not just Facebook usage but also advertising in order to increase Google and search engine optimisation ranks, providing content of higher relevance to different segments. Currently only 10 per cent of the Indian population is on Facebook, the majority of which is from urban areas. However, there is an increase in the rural Indian population joining Facebook. Regional marketing is going to be essential and crucial for Facebook advertising. Brands are slowly taking the regional route to cross the language barriers. While a significant effort will be put in by the marketers in regional marketing, they will also receive great help from the social networking websites which will be providing the option of consuming content in various languages.   ZAFAR RAIS, FOUNDER & CEO - MINDSHIFT INTERACTIVE

An unequal workplace

Times Ascent, June 24, 2014 Link: http://www.itsmyascent.com/articleDetails/career-Advice/152577   Organisations today recognise the importance of diversification of their workforces. One of the most vital factors in this diversification process is gender. Unbalanced gender ratios often foster an environment in which the majority is unreceptive to the ideas and work of the minority. It is therefore, advised that a healthy equilibrium between the genders is essential at workplaces. When the workplace of a male professional has much lesser number of female employees, it subtly plays with his mentality that women are maybe lesser talented. As a result, males come to feel that it is a ‘man’s job’ and are less inclined to trust the work of women employees. Zafar Rais, CEO, MindShift Interactive, elaborates, “In a social context, if a man works around a large number of men and fewer women, he is definitely bound to think that capabilities differ depending on the gender. This is mainly because he is not given a chance to explore or witness a woman’s sense of work and progress. It impacts the team-working ability of both men and women if men do not trust women to do the work they are assigned for. Organisations facing such a situation must work towards changing it through bonding exercises, highlighting strengths of men and women employees and ensuring the top managers aren’t biased.” In contrast, when the office has a larger number of female employees, it makes male professionals more open to their opinions, brings a human touch and does not allow ego to come in the way. Sumithra Mathew, vice president and head - HR, of a real estate site, explains, “Perceptions of talent may vary based not only on numbers, but also on the role assigned and competence required for executing the role. Given that, women employees certainly bring in a different dimension to the workplace. Male professionals are beginning to recognise this and companies that leverage this diversity stand to gain in the long run.” Hence, it is important to maintain a good gender ratio in organisations. Saba Adil, head - talent, AEGON Religare Life Insurance, elaborates, “Good gender diversity is always healthy for an organisation as skills complement each other in a gender-balanced environment and is good for everyone. It allows companies to get the best talent in from an available talent pool and create a work atmosphere that is more inclusive, considers more viewpoints, perspectives and sharing of ideas, thus leading to more innovation, better solutions and hence better performance.” Hence, organisations must work towards improving their gender ratios, so as to create a nurturing and productive atmosphere in the offices.

#SelfieMonday: How is the selfie phenomenon redefining digital marketing dynamics?

Indian Media Book, June 23, 2014 Link: http://www.indianmediabook.com/selfiemonday-how-is-the-selfie-phenomenon-redefining-digital-marketing-dynamics/   Sex selfie, birthday selfie, post-accident selfie, love claiming selfie, friend-zoning selfie, family selfie, Hollywood selfie, Bollywood selfie – from funerals to baby showers, a selfie for every occasion. Not only is the phenomenon a social rage, but also a vast source to User Generated Content (UGC), that brands have managed to leverage well in the past few years. Call it a trend or a disorder, selfie has emerged as a king element, which has managed to create a dynamic shift in the fundamentals of digital marketing.

selfie_banner B

Selfie shaping social media dynamics According to data by Samsung, 30 per cent of the photos taken by people in the age group of 18 to 24 are selfies. The frequency of usage of the word (seflie) in English language has increased by 17, 000 per cent since 2012. Instagram has nearly 35 million selfies uploaded so far. “Considering the statistics, Selfie’s have been a popular talk on Facebook (48 per cent), followed by WhatsApp and text (27 per cent), Twitter (nine per cent), Instagram (eight per cent), Snapchat (five per cent) and Pinterest (two per cent) but what makes the selfie phenomenon more interesting is how brands have decided to ride the wave in order to connect with consumers,” shared Zafar Rais, CEO MindShift Interactive. Not only the number of selfies has gone up, but also the nature of selfies has started creating a difference. Data points out that duck selfies have been claimed to perform 1122 per cent better on Instagram. Marketers boarding the selfie bus With selfies becoming more popular every second, the opportunity for marketers to tap into this ever-growing audience to get their attention has increased greatly. The keyword here continues towards being the essence of social media – gaining insights about your consumers by listening to them and decoding what they truly want, and how they want it. This, merged with understanding mindsets behind a selfie, and how to go about creating a connect with your brand would ensure success to the brand. #DoveSelfie Dove used selfies to inspire through a series of videos celebrating real beauty and showcasing how social media helps redefine beauty. The videos highlighted how mothers and daughters compare their perceived flaws to attributes others compliment them on. The video claims to have garnered a total of nine lakh views and helped create a paradigm shift amongst each of the individuals interviewed on how they saw themselves. In India, Dove launched the #DoveSelfie contest inviting women to take a selfie of their best hairstyle as per the theme of the day and post it across Facebook, Twitter or Instagram. “My whatsapp alone receives around five different selfies from my friends / cousins just to show their latest dresses, accessories and make up. It is really not difficult to spot the trend and therefore, the social media marketers had to take full advantage of this trend. A lot of youth centric brands are already up with a lot of selfie based contests and activations and some of them seemed to have some real good traction on these campaigns,” Swati Nathani, Business Head, Team Pumpkin. dove S #FamilySelfie Contest Highlighting their targeted at the entire family, & tapping the Indian sentiment of taking photographs with family members, Max Bupa encouraged Twitter audiences to take a family selfie with their loved ones Insurance plan. With participations from influential tweeps, the campaign claims to have received a total outreach of 244,000, driving further awareness of the brand on Twitter while giving it a boost 500 targeted followers within four days. family selfie SS #BackIsTheNewFront In order to promote the brand’s latest backpack, the campaign highlighted how everything is done backwards in today’s times, and included the concept of reverse selfies, where one had to show off their unique style with their backs facing the camera either with the help of a mirror or get it clicked by someone. #BackIsTheNewFront SS #GoNoFilter Lancome India launched their new variant ‘DreamTone’ on Instagram in a campaign titled #GoNoFilter to target women and the Selfie generation of the country to go out in confidence and take photographs without using a filter, in order to connect back to the product which asked women to go without makeup due to the confidence the product provided of clearing all skin blemishes. The campaign hit 1500 followers within a few weeks and an outreach of 792000 Lakh, being labeled as India’s largest Instagram campaign. Lancome-India-GoNoFilter-SS Star Wars selfie initiative Star Wars launched their Instagram account in 2013 with a comical Darth Vader selfie with the caption, ‘Another day at the office. #StarWars #DarthVader #selfies #gpom’. In the first four hours, the account reportedly gained 30,000 followers. Till date, the image has over 63,000 likes. Star wars SS Making selfies work – Expert advice Certain brands have managed to leverage the selfie rage well; a lot of clients still draw a blank when it comes to utilising this format of User Generated Content. While there are no hard and fast rules in terms of using a selfie in a campaign, there are certain dotted lines that marketers could benefit from. Understanding the mindset: “The keyword here continues towards being the essence of social media – gaining insights about your consumers by listening to them and decoding what they truly want, and how they want it. This, merged with understanding mindsets behind a selfie, and how to go about creating a connect with your brand would ensure success to brands,” added Rais. Zafar-Rais SS Do not impose: My strong tip to marketers would be not to impose selfies on the products / Target Group where selfies are not relevant. With the selfie rage going on in the market, we witness every other brand / product trying to impose the selfie phenomena. Mareters should avoid doing that explained Nathani. Selfie is no longer a digital phenomenon. It is a way of life, wherein the youth prefers sharing a bit of their self with the world. In the lieu of the increasing self awareness among people in general, the selfie culture does not seem to be going down anytime soon. Sooner a later, brands have to hop on the selfie ride. What will make a difference is that how they do it? swati-nathani SS

6 steps to build a strong Twitter presence for startups

Tech Circle, June 23, 2014 Link: http://techcircle.vccircle.com/2014/06/23/6-steps-to-build-a-strong-twitter-presence-for-startups/   Tweet at regular intervals & maintain engagement The bigger your brand, the more is the necessity to follow this rule. Remember, Twitter is about connecting with your fans on a more personal level. However, if you are tweeting more than 20 times a day on a daily basis, you are not engaging fans in conversations, you are shouting at them. It’s best not to over tweet as well. Make an informative profile Other than personal engagement, Twitter is also a great medium to share brand information with your fans. You can talk about discounts, offers as well as product USPs, but you need to do it an innovative yet subtle manner. Use short yet witty descriptions People go through your profile every now and then; so give them a good reason to hit that ‘follow’ button. Use a good display picture and cover photo but never use poor grammar or wrong spelling as the brands credibility gets affected when you commit some silly errors like these. Monitor keywords, hashtags and your competitor’s activities You can engage with tweeps (a person’s followers on Twitter) who are in need of a certain something and are talking about it on Twitter. Or engage with tweeps who are unhappy with your rivals brands (but never overdo it), this way you can win new followers and thus potential customers. But over-indulgence and being too inquisitive about the fans and their lives questions the credibility of the brand as a whole. Shout out to users who mention you Nothing makes a tweeps day than being retweeted or being mentioned by their favourite brand. However, only boasting about your brand and features makes your profile boring. Rather mention your product features and talk about how your brand can help people in innovative ways (but do it in a delicate manner). Don’t take too long to reply The best of brands’ twitter profiles reply to their fans and their queries and concerns as soon as possible. The faster you reply, the greater engagement you create. (Rais is the founder & CEO of Mindshift Interactive, a digital media agency. As told to Techcircle.in’s Nikita Peer)

5 things you’re doing wrong on Facebook

Rediff, June 17, 2014 Link: http://www.rediff.com/getahead/slide-show/slide-show-1-career-5-things-you-re-doing-wrong-on-facebook/20140617.htm   Facebook is definitely one of the most popular tools of social communication. With its user-friendly features and accessibility across demographics, Facebook also has the ability to be misinterpreted by many -- a post you think is funny could rub the wrong way if it's not communicated effectively. Besides that, there are a few mistakes most of us are subconsciously repeating without realising the impact it has on other users in your circle. Perhaps, you can try avoiding the following mistakes and take charge of your account: 1. Sending mass messages to your network Nobody, and we mean absolutely nobody likes to read a message sent to many by some unknown party. This is the equivalent of a spam in your inbox. 2. Constant self-advertisement The objective for your brand to be present on social media platforms should be to engage and connect with your fans on a more one-to-one basis. Self advertising only makes your page boring and thus results to lesser number of followers. 3. Turning off your user comments function Negative comments from users are a usual occurrence. A fun-loving college friend who never takes you (or your posts) seriously, a spammer, a cynic are some of the types of people you will come across in your list. It’s how you handle these situations with skill that makes you a true professional. 4. Spamming Newsfeed with frequent posts Limit your Facebook posts to a certain number daily. Your fans wouldn't appreciate seeing your content every time they scroll through your Newsfeed. 5. Ignoring your page insights Have you spent time analysing your online behaviour -- the posts that worked and those that didn't? Maybe you should do it more often -- like, once every fortnight? Based on this information you can improvise on the timing, frequency and the quality of your posts.   The author is CEO, MindShift Interactive, a digital media agency.

Set to be the next online superstar?

Mid-Day, June 4, 2014 Link: http://www.mid-day.com/articles/set-to-be-the-next-online-superstar/15351190   Social media research indicates that there are 58 million Indian viewers on YouTube and 33 million Twitter users. With such high numbers, dedicated networks and platforms are offering digital media solutions to content creators and helping to groom and promote them. The numbers say it all: there are around 58 million Youtube users/ viewers in India and 33 million Twitter users. Of this, 38% of the traffic comes from mobile phones. There has been a 27% increase in online Indian audience in the last 12 months itself. With such numbers, India is now in an enviable position to exploit the digital domain. Maximising on this are companies that optimise digital content.

The Culture Machine Studio

Take for instance, the 11-month-old digital media company Culture Machine in Malad, which is also a multi-channel network certified by YouTube. Sameer Pitalwalla, former director at Disney India, and Venkat Prasad, former product manager at YouTube, founded it. At their 6,000 square feet production studio, they amplify Youtube/digital talent. They have 150 creators on board, across music, comedy and lifestyle. Their digital hits include The Sonam Kapoor Selfie Song while prominent clients include singer Shraddha Sharma.

Sonam Kapoor

Speaking about ‘viral’ videos, Pitalwalla says, “All great videos have the potential to be re-created (copied) and co-opted (mutated) by others. Combine this with an understanding of what’s trending and the right content format, and you can manufacture virality.”

Culture Machine studio

Nikhil Pahwa, founder and editor, Medianama, which analyses digital media, says that networks like Culture Machine and Nirvana Digital (distributes and monetises music and video) sign up with content owners and cross-promote their content across the network. “They play the role that music labels did for singers.”

Sameer Pitalwalla

He adds that while content creators are best at creating, they may not necessarily know what works with audiences: “Professional help in identifying content for creation, helping shoot it, and figuring out the best means of promotion are essential.”

Nikhil Pahwa

Building brand value FoxyMoron is a digital solutions agency where strategists, designers and marketers manage brand-led activities. It started as a summer project in 2008; today, they boast of 180 employees across Mumbai and Gurgaon.

Zafar Rais

They have worked with brands like L’Oreal and Asian Paints. Some of their viral videos include the Maybelline Baby Lips lip balm campaign featuring Alia Bhatt. The video was made up of 6,000 kiss sounds contributed by audiences via Facebook. It’s co-founder Harshil Karia states that such videos help brands expand their reach and get new audiences.

Baby Lips

Similarly, MindShift Interactive is a digital outreach platform with a data-centric approach to sustain digital presence. They recently invested in providing clients with Instagram influencer marketing and social media-led behaviour analysis programmes. Their clients include Homeshop18 and JW Marriott; their campaigns include the first-ever Instagram campaign #GoNoFilter for Lancôme. Zafar Rais, who has 15 years of experience in marketing and branding, started the company. “Our audience consists mainly of the youth who access videos on the move. When online content goes viral, it boosts campaign outreach,” he states.

The science of going viral Being a Youtuber/Instagrammer /Viner is hard work, admits Pitalwalla: “It requires commitment to create content regularly and be nimble to try new formats. The bigger you are on these platforms, the bigger is your offline business.” He adds that Indian audiences are young, affluent and have a short attention span. It’s roughly 60-65% male and the balance female. 13–35 is the core target group, accounting for 60-70% audiences. Post YouTube’s success, every aspect of offline presence grows, claims Pitalwalla. “With music artistes and comedians, their event bookings increase, the rates they charge per event increases. Overall, every aspect of their business potential grows exponentially.” Pahwa adds that Indian content owners are making money, but not enough in comparison to TV. “To some extent, YouTube is at fault as it encourages fragmentation, it doesn’t have differential rates for premium content, and is not transparent about how its search works. Life is going to get tougher, so the ones that are doing well need to focus on other means of monetisation (sponsorship and product placement) and other platforms to distribute their content. They have to continue to experiment and reduce costs.” Rais states that some factors that can ensure the success of content are ensuring the content caters to the target audience, that it resonates with the identity of the brand and makes an emotional connection with the viewer. He also emphasises the use of keywords and annotations (texts and links over videos) as well. According to Karia, it’s the animated funny virals, videos of flashmobs and ‘caught-on-camera’ content that attracts viewers: “Scripted ‘behind the scenes’ content is equally interesting to watch and most brands are using it. Long-format content like educational tutorials also attract viewers. Bloggers are taking content marketing a step further through reviews and product tutorials.” “With Twitter, make your profile interesting, keep tweets short, insert re-tweetable words, and ensure you reach out to followers,” advises Rais.

Smriti Irani, Sushma Swaraj or Rajnath Singh: Who is Modi’s most social minister?

FirstBiz, June 2, 2014 Link: http://www.firstbiz.com/data/social-minister-modis-cabinet-86535.html   Smriti Irani, Sushma Swaraj or Rajnath Singh: Who is Modi’s most social minister? Recently, new Prime Minister Narendra Modi issued a list of do's and don'ts for his new council of ministers and not surprisingly, one of these was about using social media. All ministers have been urged to create Facebook pages and sign up on Twitter, in a bid to make all government operations transparent and easily accessible to people. The move comes as no surprise given Modi used social media extremely effectively during his election campaign and was one of the many sources of his success. Among his council of ministers, he leads them quite comfortably on all major social networks. While Modi has about 4.63 million followers on Twitter, his ministers are also quickly following his example. All senior cabinet ministers have made sure that they have a fairly strong following and have a high engagement level on both Twitter and Facebook. According to a report by digital marketing research firm Mind Shift Interactive, ministers active on social media include Rajnath Singh, Sushma Swaraj, Smriti Irani, Dr Harsh Vardhan and Arun Jaitley Here's a quick look at who in the current cabinet are most active on social media. 1   On Twitter, External Affairs Minister Sushma Swaraj has the most number of followers. However, Smriti Irani, the union minister for human resource and development, has the highest klout score among all the other socially active minsters. 2   On Facebook too, Modi tops them all. It was reinforced again, when in just about four days after its launch, the official Facebook page of the Prime Minister’s Office attracted over 1.1 million ‘likes’. But among the ministers, Home Minister Rajnath Singh has the most active presence on Facebook, followed by Smriti Irani. Source: Mind Shift In fact, ministers are now announcing future economic policies on social media too. Finance Minister Arun Jaitley Jaitley on Sunday wrote on Facebook to announce he would uphold fiscal discipline, reduce inflation and increase growth. "Reviving the growth momentum, containing inflation and altering the pattern of growth to gainful employment is today an overriding priority. There is a need to boost domestic low-cost manufacturing and hasten the pace of reforms. Price stability and growth are inter-twined but may require a different strategy," Jaitley wrote in a post. Contrast this with the UPA where key ministers such as P Chidambaram, or Pranab Mukherjee when he was Finance Minister, or even former External Affairs minister Salman Khurshid, stayed away from social media. Except for a handful of ministers like Manish Tewari and Kapil Sibal, who joined Twitter closer to the elections, no Congress leaders was accessible on social media.

MANTRIS WHO FACEBOOK: HOW MODI TURNED BJP INTO A SOCIAL MEDIA WARRIOR

In.com, June 2, 2014 Link: http://www.in.com/news/lifestyle/mantris-who-facebook-how-modi-turned-bjp-into-a-social-media-warrior-52789522-in-1.html   PM Modi's sarkar is all ready to take the social media world by storm. There's a totally revamped website for PMO India with regular messages, a video gallery, pictures and even a section on Narendra Modi's personal life. A new PMO India Facebook page that was updated five days back and has already managed to get close to a million likes, and a new jazzy Twitter timeline that has pictures and not just boring tweets about a policy. India's new Prime Minister has also stressed that all his Cabinet ministers need to use social media extensively. According to an Indian Express report, a government source says, "Like his poll campaign, crowd-sourcing and digital media will continue to play a crucial role in governance too The new PM has already issued a diktat to all his ministers to be present on Twitter and Facebook and interact with masses. Modi ministers who tweet: Late last night, Finance Minister Arun Jaitley shared a detailed blog post on Facebook discussing the future economic policies and the challenges ahead. To be fair, Arun Jaitley has always been active on his blog and what made this different was that it was shared on his Facebook page was as well. Jaitley wrote on Facebook that, "Reviving the growth momentum, containing inflation and altering the pattern of growth to gainful employment is today an overriding priority. There is a need to boost domestic low-cost manufacturing and hasten the pace of reforms. Price stability and growth are inter-twined but may require a different strategy." He went on to note, "India must prepare itself for this. We must commit ourselves to this discipline so that in order to strengthen the Indian economy which can improve the quality of life of every Indian and pull out the deprived ones from the state of poverty. Short term disciplining till we reverse the present trend will give us long term benefits." You can read his entire blog post on Facebook. It marks the first time that Indians have been informed about government policy via Facebook.UnlikeShashi Tharoor in the UPA, Jaitley is not an exception in the Narendra Modi's cabinet, which is fairly active on social media. All the big guns in Modi's cabinet have made sure that they have a fairly strong following and engagement level on both Twitter and Facebook. According to a report by Mind Shift Interactive, ministers active on social media include Rajnath Singh, Sushma Swaraj, Smriti Irani, Dr Harsh Vardhan and Arun Jaitley. The report notes that Rajnath andSmriti Irani are the most active on Facebook as well -- as we can see in the chart below. Where Twitter is concerned, almost all the ministers have a clout score that is above 70 which is very respectable. This is radically different from UPA where key ministers such as P Chidambaram, or Pranab Mukherjee when he was Finance Minister or even Salman Khurshid who was the outgoing External Affairs Minister were AWOL on Twitter. UPA's social media battle was often fought by Manish Tewari, who only became and I&B Minister in October 2012 and the likes of Sanjay Jha and Digvijya Singh, who while prominent party faces, weren't really in the government.Social media genius of Modi. But biggest indicator of the dramatic shift from UPA to Modi sarkar is the PM himself. Narendra Modi has two Twitter accounts, one where he is tweeting in personal capacity as an individual and the other is the PMO India Twitter account. The fact that he has continued to maintain his personal Twitter account shows that Modi understands the need to engage with his audience on both levels: as the head of India's elected government and as Narendra Modi the political leader.According to a study titled "Social Network use by Indian Politicians" at the University of Michigan by researchers Joyojeet Pal and Priyank Chandra, Modi's social media success is a consequence of the kinds of interactions he engages in on Twitter. Narendra Modi, "has a careful system of reciprocity." What this is means is that Modi follows a selected number of casual Twitter users who post about him or BJP, unlike the majority of politicians on Twitter who tend to either follow other celebrities, or not follow anyone at all.As the study notes, there is "a sub-genre of posts by people who post about 'being followed' by Modi, which in itself is considered a prize."The study notes that Modi's strategy fosters the impression of being a peoples' person - of offering a kind of parity to his people. "Modi's selfies on voting day or with Chetan Bhagat give the impression of a common technology user, not an ivory tower politician," says one of the authors of the study in an email interaction with Firstpost .But PM Modi isn't just content with revamping the various PMO social media accounts and the official websites. According to an Economic Times report, close to 87,000 online citizens headed by BJP's Communication cell will keep an eye on the Modi government. The PM has constantly stressed on the need to create an accountable and transparent government.The report notes that "the aim to 'Transform India with Narendra Modi' is not only to act as a pressure group on the government by not just tracking various schemes and their implementation, but also enabling citizens to exchange views and give constructive inputs."Rajendra Pratap Gupta, who is coordinating the citizens' circle initiative, told ET that the group will monitor the performance of all ministries to ensure they fulfill the promises made in the manifesto. Of course, the objectivity of the group remains debatable given that it is run by the BJP, but it reveals yet another facet of a complex and extensive PR strategy built around social media.Modi had written in a letter on the new PMO website saying, " I am a firm believer in the power of technology and social media to communicate with people across the world. I hope this platform creates opportunities to listen, learn and share one's view."With that kind of endorsement from the big man, the Modi sarkar shows every sign of becoming a full-blown social media junkie.

‘But first, let me take a selfie’

BUSINESS LINE, May 6, 2014 Link: http://www.thehindubusinessline.com/companies/but-first-let-me-take-a-selfie/article5982968.ece  
Companies are using selfies to promote their brands  
 First, Barack Obama’s selfie at Nelson Mandela’s memorial service went viral. Next, it was Narendra Modi’s turn to take the picture of his inked finger, while the credit for the most re-tweeted selfie goes to Oscar awards host Ellen DeGeneres.
Perhaps taking the cue from celebrities, companies are now using selfies – internet’s biggest trend - to promote their brands. The Oxford Dictionary, which recognised selfie as the word of the year (2013), defines it as: “a photograph one has taken of oneself, typically with a smartphone or a webcam and uploaded to a social media website”. “Brands have begun using selfies to create a buzz. A number of campaigns have already been launched, with companies utilising it to create brand awareness, brand loyalty and brand recall,” said Zafar Rais, Chief Executive Officer at MindShift Interactive, a digital marketing firm. The campaigns with a #hashtag are conducted on Facebook, Google+, Twitter, Instagram and other microblogging sites and lifestyle blogs. For instance, Max Bupa Health Insurance recently conducted a campaign about health insurances by asking people to take family selfies and upload them on Twitter. The campaign - #FamilySelfie – touched 2.4 lakh online users. “Selfies are emerging as an important platform and every brand needs to capitalise early on to this trend. Brands are earmarking about 10-20 per cent of their total advertising spend on digital marketing, of which selfie campaigns are becoming a major part,” said Max Bupa Health Insurance’s Director Sevantika Bhandari. Another instance was that of Lancome India. The luxury perfumes and cosmetics company’s #GoNoFilter campaign urged Instagrammers to post pictures taken without using filters. The seven-day photo challenge was also the largest Instagram outreach campaign in India. Dove’s #DoveSelfie campaign also found its mark among social media users. The beauty brand invited women to take self pictures of their best hairstyle, as per a theme of the day. On Monday, GSM operator Vodafone India launched a group selfie contest – #vodafonefanarmy – under its consumer engagement programme. Skybags (#BackisTheNewFront) and McDowell’s Signature (#SignatureSelfies) were other brands to have successfully tested a selfie as a marketing tool. As of October 2013, there are about 35 million selfies on Instagram globally, according to a MindShift study. As for sharing of selfies, Facebook leads with 48 per cent, followed by WhatsApp and text messages (27 per cent), Twitter (9 per cent), Instagram (8 per cent), Snapchat (5 per cent) and Pinterest (2 per cent). However, will selfies rake in some moolah for corporates? “That seems a little far-fetched,” added MindShift Interactive’s Rais. Now, a force to reckon with, Indian brands have begun humming lines from US-based The Chainsmokers’ hit song: ‘But first, let me take a selfie.’  

USSIE: PHOTO-BOMBING THE SELFIE

VERVE MAY 06, 2014 Link: http://www.vervemagazine.in/arts-and-culture/ussie-photo-bombing-the-selfie   On the beach in Mexico? Take an ussie! People have evolved from clicking a narcissistic selfie to a more socially approved ‘ussie’. Verve gives you the know-how on this newest social addiction Oscar ussie with Jennifer Lawrence Bradley Cooper Ellen DeGeneres

The infamous Ellen DeGeneres/ Bradley Cooper Twitter celebrity picture, with a record-breaking shot holding 11 people, knocked out the selfie wave. After scouring the internet, we took an instant liking to the term ‘ussie’.

What is an ussie? Zafar Rais, CEO at MindShift Interactive, gave us the complete low-down on this growing obsession. He defines ussie as the next-level selfie. “It’s a self-inflicted group photo where the participant of the group also acts as the one taking the picture.” More justifiable than the selfie, it adds more viral-ity to your photograph once uploaded, as ussies are interesting to the person taking them and the ones in them – unlike its unfriendly predecessor. Verve’s guide to perfecting the trend 1. The person with the longest arm should take the picture, to ensure the most panoramic and flattering view. Make sure the person taking the picture doesn’t hold the award for shakiest hand, or else all you’ll have is a distorted mess. 2. The more people in the frame, the better your lighting should be. 3. Practice your pose. A few calculated moves can avoid the usual clamouring of “No! Delete that one”. 4. Look into the eye of the camera. Most have the tendency to look at their reflection. Whichever you do, it’s best to look in the same direction. 5. The perfect time to click an ussie is in swimsuits with suntans! We all know how it’s never easy finding someone to take a photo for you. Ussies lend the hand and ability to click the photo independently, without missing out on the friend who usually forfeits being in the picture.

Guest Times: The ‘Selfie’ epidemic – lessons for marketers

BEST MEDIA INFO, May 5, 2014 Link: http://www.bestmediainfo.com/2014/05/guest-times-the-selfie-epidemic-lessons-for-marketers/   Zafar Rais, Founder & CEO, MindShift Interactive, writes about the relevance of selfies to brands and how the likes of Dove and Max Bupa have tapped into this potent audience group Zafar Rais On November 19, 2013, social media got more importance with the inclusion of ‘selfie’ in the Oxford Dictionary as the International Word of the Year 2013. If you’re wondering what the term means, the Oxford Dictionary defines it as: (n.) a photograph that one has taken of oneself, typically with a smartphone or webcam and uploaded to a social media website. The Oxford Dictionary Word of the Year is a word, or expression, that is chosen once it begins to attract a lot of attention during the year, reflecting the ethos or mood of the particular year and having cultural significance. The word is shortlisted through over 150 million words of current English that are in use across the web. Selfie, as an expression and action, has garnered a large amount of traction within the last one year with an increase in frequency of use of the word by 17,000 per cent, making it a choice with little debate. A lesser known fact is that selfie was first used in 2002 on an Australian online forum and then gained momentum via social media in 2013, becoming mainstream shorthand for a self-portrait photograph. According to a 2013 survey, two-thirds of Australian women aged 18-35 years take selfies with the purpose of posting it on Facebook, the leader when it comes to the platform where the largest number of selfies is posted. Samsung’s poll shows that 30 per cent of the photos taken by people in the age group of 18-24 years are selfies and that resonates louder with Instagram proudly highlighting the existence of 35 million selfies on the platform as of October 2013. A selfie is a way of you showing something about yourself making you question the Duck Selfies which are claimed to perform 1,112 per cent better than regular selfies on Instagram! So, why does one need to take selfies? Given that social media platforms are breeding grounds for flattery and support from friends in the form of likes and comments, it’s no surprise that the term gained popularity amongst various age groups and audiences alongside the adoption of Instagram. The youth are digitally born and their opinions and decisions are driven by what their friends think of them and what makes them constantly connected. How they’re perceived and accepted is defined by the places they go to, the clothes they wear and even the lip shade they’ve considered for the day. All this, and the company they keep, gets covered through a selfie, giving them a boost in the way they see themselves and present themselves in front of others. The youth develop themselves based on societal acceptance and the competitive nature of humans through likes, comments and shares boosts our morale and compare our lives, giving the confidence of being accepted. What you’re wearing and where you are were the most common selfies until the celebrity selfie at the Oscars was shot by Ellen DeGeneres at the 86th Academy Awards with 12 celebrities, becoming the most retweeted photograph ever garnering a total of 3 million retweets and receiving total impressions of 32.8 million through Twitter and news sites. Ellen’s group selfies brought about the current trend of taking selfies in large groups, termed as #Ussie or #OscarSelfie, also increasing the audience age group to older adults. Selfies have no occasion but statistically the popular locations for taking a selfie are holidays, homes and night-outs. The top reasons for taking a selfie are to remember happy moments, capturing a funny one or showing off a brilliant outfit. selfies The business that selfies have opened up is evident with technology investments through mobile applications that help you touch up your photographs to mobile messaging platforms like Snapchat created with the intention of chatting via photos or videos, to smartphones with front-view cameras that make it easier to take multiple photos until you get the right one to be labeled as your selfie. So where are selfies being shared? With 35 million selfies posted on Instagram, it is responsible for making selfie what it is today. Instagram’s key success factor continues to be the ability to touch up photographs before they go online. Having said that, as of now Facebook leads the way with 48 per cent usage of selfies coming from it but the ability for tools such as Instagram that sync with Twitter and Facebook seamlessly to increase outreach will go on to make Instagram a leader in capitalising upon the selfie phenomenon. social Selfie as a hashtag grew more than 200 per cent in usage since January 2013 while making way for adaptations in the form of #selfiesunday, #selfienation and some rather interesting hashtags doing the rounds like #belfie(bottom selfie), #aftersex selfies with people snuggled up to their lovers and, of course, the #OscarSelfie which brought about the trend of taking photographs in large groups and is also termed as #ussie. selfies2 Do selfies have any relevance to brands? Wherever you look, it’s a given you will see people standing with their phones and arms stretched out, ready to click a selfie. This gives rise to a marketers need to tap into this potential audience and get their attention. The keyword here continues towards being the essence of social media – gaining insights about your consumers by listening to them and decoding what they truly want, and how they want it. This, merged with understanding mindsets behind a selfie, and how to go about creating a connect with your brand would ensure success for the brand. Here are a few who have rightly merged consumer and brand insights to achieve success on digital. 1. Dove #BeautyIs (Global) & #DoveSelfie (India) launched on Women’s Day Selfies were used as a route to inspire through a series of videos celebrating real beauty and showcasing how social media helps redefine beauty. The videos highlighted how mothers and daughters compare their perceived flaws to attributes others compliment them on. The video garnered a total of 9 lakh views and helped create a mind shift amongst each of the individuals interviewed on how they saw themselves. In India, Dove launched the #DoveSelfie contest inviting women to take a selfie of their best hairstyle as per the theme of the day and post it across Facebook, Twitter or Instagram. dove-ad 2.  Max Bupa Health Insurance – #FamilySelfie Highlighting their insurance plan targeted at the entire family, & tapping the Indian sentiment of taking photographs with family members, Max Bupa encouraged Twitter audiences to take a family selfie with their loved ones. With participations from influential tweets, the campaign garnered a total outreach of 244,000, driving further awareness of the brand on Twitter while giving it a boost 500 targeted followers within four days. maxbupa 3. Skybags #BackIsTheNewFront In order to promote the brand’s latest backpack, the campaign highlighted how everything is done backwards in today’s times, and included the concept of reverse selfies, where one had to show off their unique style with their backs facing the camera either with the help of a mirror or get it clicked by someone. skybags 4. McDowell’s Signature – #SignatureSelfies Leveraging smartphone users and with the attempt to help people take better selfies, the contest roped in ace fashion photographer, Atul Kasbekar, and launched an Android and iOS application with filters to enhance the look of the selfie taken, along with tips from the photographer himself. With the limitations alcohol brands have in marketing themselves, this was an excellent strategy towards connecting with the youth and creating brand evangelism. One element that defines the success of each of these brands leveraging selfies is that they all make people feel good about themselves and help them showcase something they’d like to. That defines the success based on understanding the consumer pulse, and ensures positive brand outreach. Wrapping up As brands tie in with the term and get their hands around it along with a better grasp of visual styling networks like Instagram, the future of selfies seems promising and the word definitely won’t be just a fad. Apple has embarked on a mission to allow their users to take the highest quality of selfies from their smartphones in the history of humanity while also offering a new section in the iTunes store dedicated to Sharing Selfie apps while fixing lenses to the iPhone. Instagram sees a daily traffic of 7.3 million users, and an average of 60 million photos uploaded daily. Being acquired by Facebook makes it more seamless and susceptible of owning and leading the selfie domain for years to come. Gmail, in an attempt to be at the forefront of innovation, has recently announced ‘Shelfie’, the Shareable Selfie, built on the idea that you shouldn’t be selfish with your selfie. Shelfie enables you to check, read and write emails while seeing your face in the background. The confidence Gmail shows is evident with their claim to make Shelfie the Word of the Year 2014. As they say, there is no such thing as bad publicity and that becomes evident with accusations being thrown at selfies of increasing enquiries with plastic surgeons to making the next generation vain and addicted to their phones. (Zafar Rais has an experience of 15 years in Marketing, Branding, Business Development, Operations, Research and Product Innovation. He has played various roles in his career but with a focus on Digital, a calling that came while he headed branding at Kellogg India, taking on the onus of creating interactive social engagement. Through his entrepreneurial venture, MindShift Inetractive, Rais aims to deliver an insightful digital outreach for businesses and create a Social Media presence that is intelligent, impactful, innovative and, most of all, sustained. His leadership, MindShift Interactive runs three verticals, namely, MindShift Digital (Digital Marketing & Influencer Relations), MindShift Metrics (Digital Research Consulting) and MindShift Activate (Events & Promotions.)

How Lancome wooed the selfies…

VJ Media Works, April 25. 2014 Link: http://www.vjmediaworks.com/retail/shoppermarketing-detail.html?id=36_How_Lancome_wooed_the_selfies   Lancome India launched their new variant ‘Dreamtone’ on Instagram along with MindShift Interactive in a campaign titled #GoNoFilter to target women and the Selfie generation of the country. Read on to know more... Social media is becoming a hub where brands and shoppers meet and get closer on new levels of engagement offering quick data analysis. As Lancome India, along with MindShift Interactive, launched Dreamtone on Instagram to create the   #GoNoFilter campaign targeting women and the Selfie generation of the country, we find what it took to create an engaging campaign which earned the brand 1500 new followers in just three months' time. As the campaign hit 1500 followers within three months, the initiative is labeled as India's largest Instagram campaign. MindShift Interactive crafted a campaign around the fact that women love SELFIES (self-portrait photograph, typically taken with a hand-held digital camera) and displaying it across social media platforms. The campaign titled '#GoNoFilter' ran women through various challenges over the course of 7 days geared towards the idea of sharing photographs without the use of an Instagram filter (filters are a commonly used feature of Instagram that allows users to enhance their photographs), in connection with DreamTone which claims to bring about the confidence in women to go without make up. Kiran Singh, General Manager – Lancome India, said speaking about the campaign, “The target group for Lancôme skincare especially is women over 30  with sophisticated tastes, and who understand the value of efficacious skincare that is backed by extensive research. With DreamTone, which is a skin tone correcting product, the skincare catalogue has now become an excellent proposition for women in their 20’s as well who believe that prevention is a better option than just a solution. The Lancôme make-up range has always been something that many women swear by especially for products like our mascara. There are frequent make up launches that keep the excitement going and promoting these launches on our digital media works well for us. The best way, we feel, to entice customers is to offer them products that are truly relevant to them and that deliver results, all with extremely high levels of service.” Influential Instagrammers in the beauty & lifestyle domain participated and got their followers to indulge in the #GoNoFilter Challenge, in the form of a 7 Day Photo challenge. As a part of the challenge, Instagrammers were asked to post beautiful pictures of things that inspired them without using any filters. Keeping in line with the aesthetics of Instagram, the best entries were shortlisted and winners were gratified. The challenge engaged about 200+ participants with over 1,500 images being posted using the #GoNoFilter hashtag. As a result, the followers of Lancôme India doubled, growing from 600 to 1200+ in a span of 7 days and leading to conversations across Facebook, Twitter and lifestyle blogs. Zafar Rais, Founder & CEO, Mindshift Interactive Pvt. Ltd,. said, speaking about the campaign, “The challenge created a superlative engagement of 7%-8% (average engagement is about 4% across brands) showcasing increased consumer enquiries (sales& awareness) for the product. In addition to the above we brought together a luxurious Tea Party at the Lancôme Boutique where the brand introduced DreamTone, over a relaxing pampering evening for niche Bloggers and Twitter and Instagram influencers. With over 50 photographs of the event and products being shared on social platforms using #LancomeLove and #DreamTone, influencer relations were successfully nurtured towards give #GoNoFilter its due outreach.” He further added, “  Women were elated with the campaign and spoke of #GoNoFilter at the store to the level of asking for it given they'd love to experiment with a product that allowed them the confidence to step out without make-up.” In addition to the campaign, MindShift Interactive has been responsible for creating a sustained and engaging presence for the brand with the provision of content through visual styling for Lancôme, making it a benchmark amongst international counterparts. Zafar Rais adds, "Insights form a crucial part of a brand's strategy on digital. We decided to launch Lancome India on Instagram with the insight that women love the platform along with the data showcasing people loved sharing photographs with Filters on Instagram. We dared women to go beyond the regular and share their best snaps, without any touch ups to their images and see how much people love them as it is. The same insight was used for their Selfies, helping them realise that after using DreamTone they'd see a visible confidence towards going without make- up." Kiran Singh from Lancome India adds talking about the impact of the campaign, "It is the main reason why we grew rather quickly in terms of followers and the engagement with our users has been great. It’s been great to see people showing off their Lancôme products!”

Lancôme India Debuts on Instagram with Biggest Outreach Campaign

INDIA RETAILING, April 23. 2014 Link: http://www.indiaretailing.com/Beauty/7/31/32/10232/Lanc%C3%B4me-India-Debuts-on-Instagram-with-Biggest-Outreach-Campaign   In a bid to promote its new skin care product range DreamTone, famous beauty brand, Lancôme India has debuted on Instagram with an innovative campaign. The campaign has become India’s first successful Instagram campaign, making it reach 1,500 targeted followers in span of three months. The brand partnered with MindShift Interactive to craft a campaign with insights on Women love Selfies and how women have increasingly been displaying their love for Instagram versus other social networks. The influential followers of Instagram in the beauty and lifestyle domain participated in the campaign and also got their followers to indulge in a seven Day Photo Challenge. The challenge engaged about 200 plus participants with over 1,500 images being posted using the #GoNoFilter hashtag. As a result, the followers of Lancôme India doubled growing from 600 to 1200 plus in a span of seven days and leading to conversations across Facebook, Twitter and lifestyle blogs.

Lancome India’s #GoNoFilter Campaign For New Product Launch

MEDIA POONDI, April 21, 2014 Link: http://www.mediapoondi.com/2014/04/21/lancome-indias-gonofilter-campaign-for-new-product-launch/   To launch its new product ‘Dreamtone’  Lancome India with agency MindShift Interactive created a social media campaign that focused on Instagram and the hash tag #GoNoFilter. MindShift Interactive leveraged their experience in devising an Instagram Influencer Marketing based campaign. The brand’s insight was that their target market was not actively using Facebook but still loved taking selfies and sharing them on Instagram. The brand organized an offline even in Mumbai and Delhi with a 7 day Photo Challenge. Lancome-India-GoNoFilter-1 Instagrammers were asked to post beautiful pictures of things that inspired them without using any filters. The best entries and winners chosen. Influential instagrammers were identified and taken on board for the campaign. Lancome-India-GoNoFilter-2 Lancome-India-GoNoFilter-3 Lancome-India-GoNoFilter-4  

Lancôme goes no-filter on Instagram

Best Media Info, April 8, 2014 Link: http://www.bestmediainfo.com/2014/04/lancome-goes-no-filter-on-instagram/   MindShift Interactive designs campaign to launch its new-generation customized skin tone correcting serum, Dreamtone; brand sees jump in online followers Lancome While Facebook and Twitter have been the most used social media platforms which have gone beyond just a method to keeping in touch, there are other platforms available on the web which can serve a strong purpose for marketers. Lancôme India has launched its new-generation customized skin tone correcting serum, Dreamtone, using the popular filter and photo app, Instagram. MindShift Interactive designed an Instagram campaign around the product titled #GoNoFilter. The idea behind the campaign was to make Lancôme India a well-known brand especially among the youth. Lancôme made the bold move of solely using a digital interface for the product launch, with insights on how women love ‘selfies’ (self-portrait photograph, typically taken with a hand-held digital camera) and how women have increasingly been displaying their love for Instagram vis-à-vis other social networks. Kiran Singh, General Manager, Lancôme India, said, “We partnered with MindShift Interactive for the launch of the latest edition to our star skincare range, DreamTone. What set them aside was their keen sense of aesthetics and their strong sensitivity towards luxury brands. The MindShift team was very intuitive of our needs and understood our brand well. We were very pleased with the way Instagram was integrated into our digital strategy. #GoNoFilter was a fabulous way to start off our Instagram journey, and the response we received from users, in terms of engagement with our content as well as creating their own, was promising.” Influential Instagrammers in the beauty & lifestyle domain participated and got their followers to indulge in the #GoNoFilter Challenge, in the form of a 7-Day Photo Challenge. As part of the challenge, Instagrammers were asked to post beautiful pictures of things that inspired them without using any filters, which are a commonly used feature of Instagram that allows users to enhance their photographs. Keeping in line with the aesthetics of Instagram, the best entries were shortlisted and winners were gratified. The challenge engaged about 200+ participants with over 1,500 images being posted using the #GoNoFilter hashtag. As a result, the followers of Lancôme India doubled, growing from 600 to 1,200+ in the span of seven days and leading to conversations across Facebook, Twitter and lifestyle blogs. The campaign led to increased consumer enquiries, sales and awareness of the product. MindShift Interactive also brought together a luxurious Tea Party at the Lancôme Boutique where the brand introduced DreamTone over a relaxing, pampering evening for niche bloggers and Twitter and Instagram influencers. With over 50 photographs of the event and products being shared on social platforms using #LancomeLove and #DreamTone, influencer relations were successfully nurtured to give #GoNoFilter its due outreach. Zafar Rais, CEO, MindShift Interactive, said, “MindShift has always leveraged Insights as a route of ensuring impact for businesses, and we merged them along with a deep understanding of lifestyle and luxury brands to deliver the #GoNoFilter campaign for Lancôme India. Instagram is a growing platform in India and when used appropriately can deliver volumes for brands looking at tapping the mobile engaged demographic.”

HomeShop18’s #MakesMeHappy campaign engages 23Mn users

India Infoline, March 4, 2014 Link: http://www.indiainfoline.com/Markets/News/homeshop18/5879015373  

The success of this campaign was defined by the use of a generic hashtag and personalized caricatures

MindShift Interactive, leading digital marketing and research firm, successfully completed a comprehensive Social Media campaign that created an unprecedented buzz for HomeShop18’s new ‘Shopping Makes Me Happy’ jingle. The one-of-its kind social media campaign was emotionally driven to bring a singular opinion asking people What makes them happy. The campaign garnered an overall outreach of 23 Mn users across Social Media, trending for over 24 hours across India and engaged a total outreach of 816,532 on Facebook, 636, 540 on Twitter and 240,000 on Instagram. The success of this campaign was defined by the use of a generic hashtag and personalized caricatures that resulted over 5000 organic views for the video which contained HomeShop18’s jingle. Flowchart: Alternate Process: Key Highlights • 23 MillionOverall Social Media Outreach • 5549 Organic Video Views • 87% Social Media Sentiment • 4942 User Conversations • 4.7Mn Influencer Outreach The campaign was built in 5 phases with Twitter conversations revolving around happiness and excitement amongst key opinion leaders& vibrant digital enthusiasts. The interactions started with influencers exchanging tweets with reasons and people that made them happy across Twitter. The conversations with ‘Happy’ thoughts saw huge traction on Twitter with several people talking about their experiences as a result of which HomeShop18 surprised people with vouchers to increase the happiness quotient. With conversations at a peak with influencers and followers alike, HomeShop18 announced the Shopping Makes Me Happy Jingle video and encouraged their followers to share happy moments using the hashtag #MakesMeHappy. The hashtag trended along with augmented conversations, interactions & live tweets, resulting in increased dialogue amongst digital enthusiasts. Audiencesincreased the sentiment outreach further by engaging their followers on topics involving shopping, family, love and all things that made them happy.The largest innovation in the campaign that makes it stand out from the usual ones was the creation of personalized caricatures that brought alive the tweets on happiness and were gifted to each person as a surprise on their timeline. These personalized caricatures created an elevated enthusiasm amongst the influencers which gave an opportunity to MindShift to anchor a one-of-its kind ‘Caricature Video’. The video was made on-the-go and was a compilation of the innovative tweet caricatures, happy moments uploaded by followers and with background music that represented it all; the HomeShop18 jingle. This was shared across the social media realm by HomeShop18’s owned platforms on Facebook, Twitter, Instagram, Google+, Pinterest and of course YouTube, giving a total of over 5500 organic views within 3 hours. (Link to the video: https://www.youtube.com/watch?v=aOitKabIUOE) Well known celebrities like Mandira Bedi, blogger Miss Malini, stand-up comedians like Kunal Rao and Sahil Shah alsogot involved in the campaign and were seen sharing emotions around what #MakesMeHappy. Network expansion was generated through engagement activities with popular brands from the hospitality sector& several e-commerce portals. Commenting on the immense response garnered through this campaign, Zafar Rais, CEO of MindShift Interactive said “We leveraged social media’s greatest need-Conversations, and accelerated that with surprise elements to break away from the clutter. A mixture of influencers, caricatures and creating on-the-go videos added to the uniqueness of our #MakesMeHappy campaign resulting in the attention of 23 million individuals across social media.” As quoted by Vikrant Khanna, Chief Marketing Officer, HomeShop18 “To break away from the clutter, it’s important for a brand to keep innovating, and with HomeShop18 that’s how we create benchmarks. The brief was towards letting everybody know about our new positioning and embedding our Shopping Makes Me Happy jingle in their minds. The response and conversations we saw online is evidence of the success it achieved.”

I, me, myselfie

Business Line, April 3, 2014 Link: http://m.thehindubusinessline.com/features/brandline/i-me-myselfie/article5867299.ece/?maneref=https://www.google.co.in/  
There are enough people standing with their phone-clutching hands extended for a selfie. Are marketers focusing here?
The selfie first appeared in 2002 on an Australian online forum before the social media catapulted this shorthand for a ‘self-portrait photograph’ into the mainstream, and even the Oxford Dictionary, in 2013. A survey that year found two-thirds of Australian women aged 18–35 took selfies to post on Facebook, the most popular destination for the selfie. Samsung’s poll showed that 30 per cent of the photos taken by 18-to-24-year-olds were selfies, and that clearly resonates with online photo- and video-sharing social network Instagram’s proud declaration that it hosted 35 million selfies as of October 2013. The youth in this digital age are greatly driven by what their friends think of them and what makes them constantly connected. How they are perceived and accepted is often defined by the places they go to, the clothes they wear and even the lip shade they have considered for the day. The selfie captures all this, as well as the company they keep, boosting their self-image. What you were wearing and where you were remained the most common selfies until the celebrity Oscar selfie shot by talk-show host Ellen DeGeneres at the 86th Academy Awards became the most retweeted photograph ever. That sparked off the current trend of taking selfies in large groups, termed as #Ussie or #OscarSelfie, and now the older adults too joined in. Statistically, the popular locations for the selfie are holidays, homes and nights out. The top reasons for taking one include freezing a happy moment, capturing a funny one or showing off a brilliant outfit. The business that selfies have opened up is evident from the technology investments in mobile applications that allow you touch up your photographs, mobile messaging platforms such as Snapchat that enable chatting via photos or videos, and smartphones with front-view cameras to snap a selfie at your best. So where are selfies being shared? With 35 million selfies, Instagram is responsible for making the selfie what it is today. The feature that allows one to touch up photographs before they go online is key to Instagram’s success. Having said that, Facebook currently leads, with 48 per cent of selfies coming from it; but the ability to sync with Twitter and Facebook to increase outreach will make Instagram the leader in capitalising on the selfies phenomenon. Selfie as a hashtag grew more than 200 per cent in usage since January 2013, making way for adaptations such as #selfiesunday, #selfienation and some rather interesting hashtags such as #belfie (bottom selfie), #aftersex selfies showing people snuggled up to their lovers and, of course, the #OscarSelfie. Do selfies have any relevance to brands? There are enough people standing with their phone-clutching hands extended, ready to click a selfie. Marketers will need to tap this potential audience and get their attention. The keyword here remains the essence of social media — gaining insights about your consumers by listening to them and decoding what they truly want, and how they want it. This, together with understanding the mindset behind a selfie, and the ways to create a connect with your brand. Here are a few who have got it right. Dove: #BeautyIs (Global) and #DoveSelfie (India) launched on Women’s Day Selfies were used to inspire, through a series of videos celebrating real beauty. In the videos, mothers and daughters compare their perceived flaws to the attributes others compliment them on. The videos garnered nearly 9 lakh views and helped create a mindshift in how the individuals interviewed saw themselves. In India, the #DoveSelfie contest invited women to take a selfie of their best hairstyle according to the theme of the day and post it on Facebook, Twitter or Instagram. Max Bupa Health Insurance: #FamilySelfie Highlighting its insurance plan for the entire family and tapping the Indian love for taking family photographs, Max Bupa encouraged Twitter users to post a family selfie with loved ones. With influential tweeps joining in, the campaign attracted 2.44 lakh participants and 500 targeted followers within four days. Skybags: #BackIsTheNewFront To promote the brand’s latest backpack, the campaign highlighted how everything is done backwards these days, including the trend of reverse selfies, where one had to show off unique personal styles with the back facing the camera and taking either the help of a mirror or another person to click the picture. McDowell’s Signature: #SignatureSelfies Leveraging smartphone users and helping them take better selfies, the contest roped in ace fashion photographer Atul Kasbekar to provide tips and launched an Android and iOS application with filters to enhance the selfie. With the marketing limitations on alcohol brands, this was an excellent strategy to connect with the youth and create brand evangelism. As brands engage more with the concept of the selfie, it clearly won’t remain just a fad. Apple has embarked on a mission to enable users to take the highest-quality selfies from their smartphones, while also offering a new section in the iTunes store dedicated to selfie-sharing apps and fixing lenses to the iPhone. Instagram sees a daily traffic of 7.3 million users, and an average of 60 million photos uploaded daily. It acquisition by Facebook makes it more seamless and capable of leading the selfie domain for years to come. Gmail recently announced Shelfie, the Shareable Selfie, built on the idea that you shouldn’t be selfish with your selfie. Shelfie enables you to check, read and write emails while seeing your face in the background. Gmail is confident it can make ‘Shelfie’ the Word of the Year 2014. (ZAFAR RAIS Founder & CEO, Mindshift Interactive)

Social Media Case Study : How HomeShop18’s #MakesMeHappy Campaign Went Viral to 23Mn Users Within 24 hours

Social Samosa, April 2, 2014 Link: http://www.socialsamosa.com/2014/04/social-media-case-study-homeshop18-makesmehappy-campaign/   Brand Name Homeshop 18 Agency Name MindShift Interactive Introduction MindShift Interactive, leading digital marketing and research firm, successfully completed a comprehensive Social Media campaign that created an unprecedented buzz for HomeShop18’s new ‘Shopping Makes Me Happy’ jingle. The one-of-its kind social media campaign was emotionally driven to bring to viewers one single question: What makes them happy? Objective
  • Create awareness about HomeShop18′s new positioning and jingle.
  • Drive maximum conversations around it
Execution The campaign was built in 5 phases with Twitter conversations revolving around happiness and excitement among key opinion leaders and vibrant digital enthusiasts. The interactions began with influencers exchanging tweets with reasons and people that made them happy, across Twitter. The conversations with ‘Happy’ thoughts saw a huge traction on Twitter , with several people talking about their experiences as a result of which HomeShop18 surprised people with vouchers to increase the happiness quotient. With conversations at a pea, from influencers and followers alike, HomeShop18 launched the Shopping Makes Me Happy Jingle video and encouraged their followers to share happy moments using the hashtag #MakesMeHappy. The hashtag trended along with augmented conversations, interactions, and live tweets, resulting in an increased dialogue amongst digital enthusiasts. Results The campaign garnered an overall outreach of 23 million users across Social Media, trending for over 24 hours across India and engaged a total outreach of 8,16,532on Facebook, 6,36,540 on Twitter and 2,40,000 on Instagram.

Social Media Case Study : How HomeShop18’s #MakesMeHappy Campaign Went Viral to 23Mn Users Within 24 hours

Social Samosa, April 2, 2014 Link: http://www.socialsamosa.com/2014/04/social-media-case-study-homeshop18-makesmehappy-campaign/   Brand Name Homeshop 18 Agency Name MindShift Interactive Introduction MindShift Interactive, leading digital marketing and research firm, successfully completed a comprehensive Social Media campaign that created an unprecedented buzz for HomeShop18’s new ‘Shopping Makes Me Happy’ jingle. The one-of-its kind social media campaign was emotionally driven to bring to viewers one single question: What makes them happy? Objective
  • Create awareness about HomeShop18′s new positioning and jingle.
  • Drive maximum conversations around it
Execution The campaign was built in 5 phases with Twitter conversations revolving around happiness and excitement among key opinion leaders and vibrant digital enthusiasts. The interactions began with influencers exchanging tweets with reasons and people that made them happy, across Twitter. The conversations with ‘Happy’ thoughts saw a huge traction on Twitter , with several people talking about their experiences as a result of which HomeShop18 surprised people with vouchers to increase the happiness quotient. With conversations at a pea, from influencers and followers alike, HomeShop18 launched the Shopping Makes Me Happy Jingle video and encouraged their followers to share happy moments using the hashtag #MakesMeHappy. The hashtag trended along with augmented conversations, interactions, and live tweets, resulting in an increased dialogue amongst digital enthusiasts. Results The campaign garnered an overall outreach of 23 million users across Social Media, trending for over 24 hours across India and engaged a total outreach of 8,16,532on Facebook, 6,36,540 on Twitter and 2,40,000 on Instagram.

Shopping made easy – HomeShop18 went digital to refresh its offering on a limited budget

Business Standard, March 31, 2014 Link: http://www.business-standard.com/article/management/shopping-made-easy-114033000654_1.html   Name of the brand: HomeShop18 Agency: MindShift Interactive Digital case: Shopping Makes Me Happy E-commerce is best described as a warzone currently. With competition mounting HomeShop18 wanted to refresh itself to stay relevant. It came up with an interesting new proposition-'Shopping Makes Me Happy'- but the problem was it had a small budget. The jingle had to be popularised with a digital-first strategy that encouraged interactivity. The only other support vehicle would be radio - so that the jingle can be popularised quickly. Shopping-HomeShop18 The main online vehicle it zeroed in was Twitter. The danger was that the social networking site was fraught with contests, with something new being launched every other week. In short, HomeShop18's strategy had to be clutter breaking. For HomeShop 18, the target group was 22-40 year-old audiences that express themselves openly via social media and go for e-commerce portals as their primary route of shopping. MindShift Interactive was hired as the agency to create the digital innovation. HomeShop18 had to bear in mind the insight that with decreasing attention spans and with the ever-increasing number of campaigns, consumers were becoming selective about the brands they wanted to interact with. Given that, the social media campaign was driven on emotion -people were asked what made them happy. The campaign was built in five phases with Twitter conversations revolving around happiness and excitement among key opinion leaders and digital enthusiasts. The campaign garnered an overall outreach of 23 million users across social media, trending for over a day in India. With conversations at a peak among influencers and followers alike, HomeShop18 announced the 'Shopping Makes Me Happy' jingle video and encouraged followers to share happy moments using the hashtag #MakesMeHappy. The biggest innovation in the campaign was the creation of personalised caricatures that brought alive the tweets and were gifted to people as a surprise post on their timelines. These personalised caricatures really elevated the level of enthusiasm and gave an opportunity to MindShift to anchor a unique caricature video. The results demonstrated the power of social media. The total number of tweets on the topic were 9,937, and timeline deliveries were to the tune of 17,229,339. There were 100-plus re-tweets for the personalised caricatures. Facebook postings crossed 2 lakh. The #MakesMeHappy video posted 5,547 views on YouTube. On Instagram it reached 2,40,000 views, while on Pinterest it touched 9,142.  

HomeShop18′s #MakesMeHappy campaign, by MindShift Interactive, goes viral engaging 23Mn users within 24 hours!

Afaqs, March 3, 2014 Link: http://www.afaqs.com/media/media_newslets/index.html?id=57291_HomeShop18%27s+   MindShift Interactive, leading digital marketing and research firm, successfully completed a comprehensive Social Media campaign that created an unprecedented buzz for HomeShop18's new ‘Shopping Makes Me Happy' jingle. The one-of-its kind social media campaign was emotionally driven to bring a singular opinion asking people What makes them happy. The campaign garnered an overall outreach of 23 Mn users across Social Media, trending for over 24 hours across India and engaged a total outreach of 816,532 on Facebook, 636, 540 on Twitter and 240,000 on Instagram. The success of this campaign was defined by the use of a generic hashtag and personalized caricatures that resulted over 5000 organic views for the video which contained HomeShop18's jingle. Flowchart: Alternate Process: Key Highlights • 23 MillionOverall Social Media Outreach • 5549 Organic Video Views • 87% Social Media Sentiment • 4942 User Conversations • 4.7Mn Influencer Outreach The campaign was built in 5 phases with Twitter conversations revolving around happiness and excitement amongst key opinion leaders& vibrant digital enthusiasts. The interactions started with influencers exchanging tweets with reasons and people that made them happy across Twitter. The conversations with ‘Happy' thoughts saw huge traction on Twitter with several people talking about their experiences as a result of which HomeShop18 surprised people with vouchers to increase the happiness quotient. With conversations at a peak with influencers and followers alike, HomeShop18 announced the Shopping Makes Me Happy Jingle video and encouraged their followers to share happy moments using the hashtag #MakesMeHappy. The hashtag trended along with augmented conversations, interactions & live tweets, resulting in increased dialogue amongst digital enthusiasts. Audiencesincreased the sentiment outreach further by engaging their followers on topics involving shopping, family, love and all things that made them happy.The largest innovation in the campaign that makes it stand out from the usual ones was the creation of personalized caricatures that brought alive the tweets on happiness and were gifted to each person as a surprise on their timeline. These personalized caricatures created an elevated enthusiasm amongst the influencers which gave an opportunity to MindShift to anchor a one-of-its kind ‘Caricature Video'. The video was made on-the-go and was a compilation of the innovative tweet caricatures, happy moments uploaded by followers and with background music that represented it all; the HomeShop18 jingle. This was shared across the social media realm by HomeShop18's owned platforms on Facebook, Twitter, Instagram, Google+, Pinterest and of course YouTube, giving a total of over 5500 organic views within 3 hours. (Link to the video: http://bit.ly/HS18MMHC) Well known celebrities like Mandira Bedi, blogger Miss Malini, stand-up comedians like Kunal Rao and Sahil Shah alsogot involved in the campaign and were seen sharing emotions around what #MakesMeHappy. Network expansion was generated through engagement activities with popular brands from the hospitality sector& several e-commerce portals. Commenting on the immense response garnered through this campaign, Zafar Rais, CEO of MindShift Interactive said “We leveraged social media's greatest need-Conversations, and accelerated that with surprise elements to break away from the clutter. A mixture of influencers, caricatures and creating on-the-go videos added to the uniqueness of our #MakesMeHappy campaign resulting in the attention of 23 million individuals across social media.” As quoted by Vikrant Khanna, Chief Marketing Officer, HomeShop18 “To break away from the clutter, it's important for a brand to keep innovating, and with HomeShop18 that's how we create benchmarks. The brief was towards letting everybody know about our new positioning and embedding our Shopping Makes Me Happy jingle in their minds. The response and conversations we saw online is evidence of the success it achieved.” Clik here to view: https://www.youtube.com/watch?v=aOitKabIUOE

Social Media Case Study : How SulaFest 2014 Reached Out to More than 50 Million People on Social Medias

Social Samosa, February 28, 2014 Link: http://www.socialsamosa.com/2014/02/social-media-case-study-sulafest-2014/   Brand Name Sula Vineyards – Sulafest ’14 Agency Name MindShift Interactive Pvt. Ltd. Objectives
  •  Increase buzz, engagement and the desire to attend Sulafest among loyalists and new audiences
  •  Build awareness of the schedule and the partners
  •  Highlight what’s new and expected in 2014 at Sulafest
  •  Generate sales for the event
Execution Phase 1 Facebook  Main stage line-up, travel plans, accommodation and ticket sales went up on the event page and allowed people, who were attending, to co-ordinate. Relived the good memories, shared the key; artists shared brand loyalist testimonials.
  • We disclosed one band every alternate day
  • True fans were identified by clues given before the event
  • Recall and adoption for artists created through the sharing of band videos
Twitter
  • Users were asked to share their reasons for attending #SulaFest
  • Send in a warm welcome to the band and meet them at #SulaFest!
  • Trended in Mumbai for the entire day and across India for a few hours
  • Give a musical twist to your name
Phase 2
  • #Sulafest #WineLovers send a picture of yourself with a glass of wine and with goodies at the @Sula_Vineareds Stall
  • Stay Fashionable while at #SulaFest and share it with us by clicking a photo, along with a bottle of Sula
Phase 3
  • #Sulafest ‘14 Album uploaded
  •  Posts thanking fans for their love at Sulafest
  •  Posts talking about the next year and new experiences
Results
  • Facebook fans increased – 4,805
  • Fans talking about it – 4,503
  • Engagement Ratio – 12%
  • Current fan base – 22, 249
  • Twitter followers –  increased 802
  • Current follower base – 5, 291
  • Social Media Sentiment Analysis – 77% Positive
  • Instagram outreach – 5.7 million
  • Facebook outreach – 25.5 million
  • Twitter outreach – 1.06 million
  • Twitter Timeline Deliverables – 18.10 million
  • Total outreach – 50.36 million

Facebook in bid to give more bang for ad buck

Business Standard : http://bit.ly/BusStdOct8 Priyanka Joshi / Mumbai Oct 08, 2012, 00:25 IST While the social media giant says 70% of campaigns gives a return on ad spend of three times or more, many feel Facebook has still not managed a consistently successful model With over one billion users, Facebook is now about three times the size of the US population. But, the social networking site is struggling to prove that it can make money from this huge pool of users. According to a study by HubSpot, 93 per cent of adults on the internet are on Facebook, yet only one per cent of a brand’s Facebook fans make their way to company websites. It was probably the low conversion rates that led General Motors to pull out its ads from Facebook, billing them as “ineffective”.
Days before Facebook’s IPO (earlier this year), this move from a company that had reportedly spent close to $10 million on Facebook advertisements alone in 2011, forced many to reconsider their social marketing plans on the social platform. Since its IPO and advertisers like GM pulling out, Facebook has unveiled a variety of new advertising capabilities in recent months, including ads designed to be viewed on smartphones, various formats that advertisers can measure, and the Facebook Exchange where advertisers bid real-time so that ads are delivered quickly and are more relevant to users.”This means that in addition to targeting the types of people you want to reach among the Facebook population, you can now also reach segments of specific people based on information you have about your own, offline audiences,” Facebook explains on its own site The new moves to make advertising more relevant and targeted to users on Facebook seem to have gone down well among marketers. Sunny Nagpal, MD & Co-Founder, Httpool India that has executed over 500 online, mobile, search and social media advertising campaigns for brands such as Airtel, Nokia, Cadbury, Tourism Australia, Tata etc, says, “Telecom and autos are two of the most active advertiser categories on digital media in India. Auto marketers seek profiling more than telcos, and options provided by FB in its advertising options to segregate audience can be a real game changer.” But a study by WordStream, a search marketing management company, argues that Facebook comes across to be a less effective ad medium than Google. “Somehow Facebook still hasn’t stumbled upon a model that’s proven consistently successful for marketers, or that brings in the revenues to match the site’s massive user base,” Forrester Research analyst Nate Elliott noted in a blog post. Just as GM realised that people simply weren’t looking to purchase cars when they are on Facebook, brands, digital marketers and agencies in India too are beginning to see sense in the argument. But it’s not an industry-wide realisation, claim digital marketing agencies. In India, where 25.2 per cent of internet usage is for social networking (comScore data) and over 53 million Indian users have a Facebook account, it’s rather difficult to convince brands to shift attention away from Facebook. Recently Facebook shared data that claimed that 70 per cent of campaigns (on its platform) resulted in a return on ad spend of three times or better, and 49 per cent of campaigns showed a return on ad spend of five times or better. Zafar Rais of digital media agency, MindShift Interactive, says, “Before Indian brands opt for Facebook ads, it is important to know what type of consumer is on its mind. Further, brands must understand that Facebook ads can be used primarily to drive website traffic, acquire fans for the brand’s page on the platform and build sponsored stories that can be shared in a form as ads among friends (such as “ABC” likes this brand,” to gain fans socially).” Facebook essentially enables advertisers to place text and image ads on its platform targeting audiences by variables like age, location, birthday, hobbies, etc. But how does one engage, nurture and monetize those fans and show a return on investment? Nagpal of Httpool admits that clickthrough rates (CTR) are really low on FB (as like on most social networking sites). “CTR is not the metric you need to check and ROI should not be measured by sales generated but by growth of a page,” he reasons. The CTR of an advertisement is defined as the number of clicks on an ad divided by the number of times the ad is shown, expressed as a percentage. The average CTR of an ad on Google display network is about 0.4 per cent or 10 times higher than Facebook ads, claims a study by Wordstream. Ads that are tailored for brands’ fans on Facebook deliver the best return on investment, underlines Rais. Acquiring fans through ads is the first step on the journey to monetizing marketing efforts, he believes. “The new advertising and marketing initiatives (introduced by Facebook) in one part make the brand’s approach to the advertising easier and will help the advertiser come onto the ad-platform easily. The other part, of generating better reach is a good initiative, but will only work if it is non-intrusive to Facebook user,” says N Chandramouli, CEO of Comniscient Group, which has been a communication consultant to several global companies that include brands such as DHL, Henkel, Botox, D&B and J&J. While users on Facebook do not come looking for services and goods, those on Google (Search) are almost always searching for them. Marketers agree that it is easier to lure a consumer on Google with a sponsored listing or ad versus on Facebook. “Both, Facebook and Google offer paid advertising models in addition to free online marketing tools like Facebook Fan Pages and Google+ Business Pages. These pages don’t require the marketer to pay, but are considered great venues for promoting brands and products. The key difference for advertisers to understand between Facebook and Google lies in purpose—is the brand trying to promote knowledge about itself, or sell a specific product?,” says Advit Sahdev, CEO of ODigM, an online digital marketing company.

Social Media Case Study: How JW Marriott Created Buzz About Indian Food Blogger Awards

November 5, 2013 Link: http://www.socialsamosa.com/2013/11/social-media-case-study-jw-marriott-indian-food-blogger-awards/   Brand Name JW Marriott Agency Name MindShift Interactive Objectives
  • To create a buzz on Social Media about the Indian Food Blogger Awards to be held at JW Marriott, Mumbai.
  • To increase interactions, fans and followers through the promotion of the event.
Execution
  • The activity began on the 11th of October.
  • Twitter contest was conducted on the same day, with the winner being awarded entry to the event.
  • A Facebook contest was conducted on 12th and 13th October with the same prize.
  • Posts were put up on Facebook and Twitter throughout the week to promote the contest, along with the event.
  • Conversations around the awards were built up throughout the 4 day campaign.
  • On the day of the awards i.e. the 14th of October, real-time conversations on Twitter were conducted to engage the nominees and guests which helped in creating excitement and buzz.
  • Finally, Live Tweeting during the award show kept everyone updated about the activities at the venue (JW Marriott, Mumbai) and the winners.
Results
  • Total Tweets: 488
  • Total Participants: 181
  • Total Contest Entries: 308
  • Total Reach: 4 Lakhs
  • Total Facebook Interactions: 182
  • Increase in Twitter Followers: 60
  • Increase in Facebook Fans: 78
  • The JW Marriott Handle and Hashtag both trended in India!

Social Media Case Study: How Star Plus’ Survivor India Executed an Influencer Outreach

Social Samosa, July 31, 2013 Link: http://www.socialsamosa.com/2013/07/social-media-case-study-star-plus-survivor-india-influencer-outreach/    Brand Name Survivor India Agency Name Mindshift Interactive Execution Phase 1: Screening Party at Vie Lounge
  • Invitation to Twitter Influencers and Prominent Bloggers
  • 2 days for an outreach towards + 100 Followers
Phase 2: Maintenance Phase Khichdi Party Coverage:
  • Exclusive Coverage of the Khichdi Party was shared via Twitter
  • Live Tweeting/ Pictures/ Quotes from contestants
Pre-Buzz Tweets:
  • Countdown to the show
  • Interesting Facts/Trivia about the show, Island, Contestants, Host and the International format were shared
  • Started seeding #SurvivorIndia hashtag
  • New Year – #ISurvived2011 by…
  • RTs and Conversations with celebrities
Phase 3: Offline Integration - On Ground Event
  • Buzz creation
  • LIVE Digital Webcast
  • Twitter Contests
Results Phase 1
  • Over 18 Twitter Influencers at The Party
  • +15 prominent entertainment and bollywood bloggers
  • Survivor India and Star Plus Outreach +50K
  • Blogger Outreach +25 Online Portals
@SurvivorIndia Handle was amongst the most popular one’s on the day of the event. Phase 2 and Phase 3
  • Reach -1.2 Million
  • Phase 3 Webcasr – +10Lakh views
  • More than 3.5 Lakh Views in a Week
  • 172 Followers Increase in 5 Hours
  • +50% Conversations garnered Positive Consumer Sentiments
  • Engagement was at an all-time high

Social Media Case Study: Mango Frooti V/S Slice Aamasutra

Social Samosa, July 24, 2013 Link: http://www.socialsamosa.com/2013/07/social-media-case-study-mango-frooti-vs-slice-aamasutra/   Agency Name MindShif Interactive Mango Frooti - About The Campaign
  • Frooti, a 27 years old Parle Agro sub-brand signed Shah Rukh Khan as it’s Brand Ambassador
  • This is it’s (Frooti’s) biggest celebrity endorsement campaign (after it’s association with Siddharth Malhotra)
  • Focus of the campaign – ‘King of Bollywood’ endorsing the ‘King of Mango Drinks’
  • Frooti’s ‘Social First’ approach stands out
One day after Frooti launched it's campaign, Slice Aamasutra launched their campaign with Katrina Kaif #Pheeka pad jayega Slice Aamsutra - About The Campaign
  • Campaign – Iske saamne sab kuch Pheeka pad jaega
  • After showcasing a seductive side, it’s time to witness the playful love triangle
  • The twitter campaign highlighted on all things that were hot, but are now #Pheeka
Hits and Misses
  • Frooti emerged as a front runner, dominating Twitter and YouTube numbers
  • Frooti managed to engage with Twitter Audience in three phases, keeping in mind the attention span of Twitterazi
  • Frooti Tweet Volume was 76%, whereas Slice Twitter Volume was 24%
  • Innovation, Celeb Power and Gratifiations worked in Frooti’s favour
  • Slice led the race on Facebook, with a higher increase in Fans and engagement ratio.
  • Brand Ambassador’s associations on Digital was missing ( especially SRK’s presence wasn’t leveraged)
  • Facebook was given a Miss, only being used as a mediator to launch and spread awareness about the Campaign
  • Slice did not leverage it’s YouTube Channel, by sharing videos on Facebook directly.
 

Social Media Case Study: A Shoppers Bag by HomeShop18 gets 10k daily shares

Social Samosa, July 19, 2013 Link: http://www.socialsamosa.com/2013/07/social-media-case-study-a-shoppers-bag-by-homeshop18/   Brand Name Homeshop 18 Agency Name MindShift Interactive Execution
  • Step 1: Reach the Shopping Bag
  • Step 2: Select a Number and answer a Simple Question for Us!
  • Step 3: Access the Website to get clues
  • Interesting Trivia and Fun Questions that you can answer!
  • Prizes worth Rs.35,000 up for grabs.
  • Two Bumper Prizes for the Grand Prize – Tablets!
Results
  • Average Likes per Post on Facebook: 150+
  • Shared: 1,80,000+ Times (Daily – 10K Shares)
  • Shopping Bags Choosed: 4,645
  • Played by 8,000 People
  • Website Traffic increase: 2X Of General FB Clicks
 

Social Media Case Study: Under the Dome on BIG CBS Love

Social Samosa, July 12, 2013 Link: http://www.socialsamosa.com/2013/07/social-media-case-study-under-the-dome-on-big-cbs-love/   Brand Name Under The Dome Agency Name MindShift Interactive Objectives
  • Create awareness about the premiere of Under The Dome on BIG CBS Love
  • Create Excitement & Buzz around the show
Execution Phase #1: TweetUp
  • Invites to the influential people on Twitter
  • Twivte to our guests
  • Organizers and Invitees
  • Personal invites to each tweeps
  • Influencer lead contests
Phase #2: #UnderTheDome Contest Contest Flow: Step 1: If you were stuck #UnderTheDome what would you take with you? Step 2: Key Influencers RT’d and participated Phase #3:
  • Live Tweets during the show
  • Live Reviews of the Show
Results Phase #1:
  • New Followers gained after the TweetUp: 32
  • Total Tweets: 3166
  • Total Reach: 3.4million
  • Total Timeline Deliveries: 6.34 million
  • Total Participants during the tweetup: 2120
  • India was the 2ndlargest country to contribute towards tweet about #UnderTheDome
  • Women between 18 –24 were the top conversation contributors
Phase #2:
  • Total Contest Participants: 900
  • 3.55pm Total Tweets: 1827
  • Total Reach: 1.72 million
  • Total Timeline Deliveries: 3.06 million
  • Followers gained after contest: 44
  • Trended in Mumbai & India for + 4 Hours
Phase #3: 
  • Total Tweets during show: 428
  • Total Participants: 300
  • Total Reach: 6,01,381
  • Total Timeline Deliveries: 1.02 million
Highlights
  • India was the 2nd largest country to contribute towards tweets about #UnderTheDome
  • Number of Followers increased: 78
  • Total Outreach: 5.7 million
 

Social Media Agency Feature: MindShift Interactive

Social Samosa, July 11, 2013

Link: http://www.socialsamosa.com/2013/07/agency-feature-mindshift-interactive/

Who are we?

MindShift Interactive provides you with real-time data, using Social Media, to understand your consumers and competition, converting it into strategies that ensure a rich Social Media Outreach, high in intelligence, engagement and crossing boundaries of innovation. Whatever we do at MindShift Interactive, we ensure you’re backed up by Insights to give you an impactful and measurable Digital Outreach. Our Approach With the help of proven tools, streamlined processes and a rigorous Metric Scorecard® we help you make sense of all the data available over the digital sphere, converting it into strategies and insights to create a Social Media Outreach that is rich in intelligence and engagement. We ensure a recognizable Return On Investment, and answers for Marketing, Production, Customer Service, Human Resources, Communications and other business units. The MindShift Process the mindshift interactive process social media agency                                                               Team Our team joins hands with over 14 years of functional and industry expertise in Traditional & Digital Marketing, Research, Psychology & Development. Zafar Rais, CEO, MindShift Interactive +12 years of Digital Marketing with Startups and Products in Marketing, Advertising, Research, Operations and Sales. An Early Adopter and Influencer of social networking platforms, avid traveler and highly passionate about creating a MindShift across the globe via Insights. Arashdeep Sandhu, Head – Operations & MindShift Metrics +6 years within Digital Optimization, Reputation Management, Research and envisioning the creation of a MindShift via Insights and thorough Research on Social Media. What's in the name? MindShift represents the need to clean up and activate true digital marketing. There are plenty who’d create a campaign for you but almost no one ready to gain insights before and after it, towards bettering the impact and outreach for the moment and the future. Going with the flow is dull. We keenly believe it’s about seeking out something that challenges our brands, people and us. We create MindShifts in the way you launch a brand or even the way you use a platform to deliver for you. If you’ve got a streak to create something legendary, a MindShift is inevitable. The latter half, oft forgotten, Interactive, adds flavour to the space we are in, ensuring an association with the brand and its users. It also represents how we merge digital with metrics to give you the much needed insightful digital outreach. What we do? MindShift Interactive has two business units, namely: MindShift Digital – Digital Marketing | Social Media
  • Social Media Marketing
  • Influencer Outreach Management
  • Digital Development: Mobile Apps, Websites, Social Apps, Games
  • Digital Marketing: Mobile, Email, SEM, Media Planning, Augmented Reality, RFIDs
If you’re looking at converting a lot of marketing jargon into impactful outreach for your brand, we work on that for you. You’ve of course got to be daring enough to take the leap towards a MindShift. MindShift Metrics – Social Media Research
  • Consumer & Competition analysis
  • Reputation Management
  • Trend Forecasting
  • International Benchmarking solutions
  • Customer Care Dashboards
  • Surveys & Reports
The Metrics ScoreCard® Tool helps you track, analyze and handle any crisis situations for your brand. Why we do it? After 12 odd years in the space, and years trying to educate people on the true impact digital could have for them, it was time take things in our hands and change the way people think and act. We understand the need for insights and the need for truthful engagement and we’re well on our way to change things, 1 brand at a time. How we evolve? We challenge ourselves every time to create a campaign or presence that was better than the last. Being insight-driven, we keep a keen watch on brands, consumer trends and competitors, tapping what’s new and working for them. Keeping it relevant and solving an issue for a brand is what many forget. We ensure its part of the solutions we’re about to provide. Our work for The Bombay Store (#chappalmaaro), Reliance 3G (#feelingblue) and Homeshop18.com (#18ThingsIWant) are a few campaigns that have proudly contributed towards a MindShift. Social responsibility in social media 1. Agencies focus too much on campaigns and not on sustenance. Move beyond that and gain insights on how people interact with your brand after every activity you conduct. 2. There are rules on each platform. Implement them and make social media a healthy platform for you, consumers and your brands. 3. Teach your clients the rights and wrongs. Don’t give in. Need of the hour 1. Co-existence between Agencies. This is the only way we’ll survive. Or else, we’ll be over-powered by in-house solutions. 2. Avoid under cutting: Ensure an eco system where social media is offered at similar benchmarks and with a maintenance of quality 3. Bigger budgets towards thought-through and bolder campaigns. No one currently leads ideas through digital. 4. Invest in understanding your customers beyond weekly or monthly reports. Track, analyze & implement the solutions. 5. Smarter clients… Even the young ones on the client side are pressurized. Evolve into educating & disseminating. 6. Be a Consultant and not an Executor We learned the hard way It’s digital & it’s always evolving so go with that and keep growing. Thinking you know it all or that you’d never make a mistake is foolish. Did we just share that? Back in 2010, a prospective client offered to close a Social Media Marketing retainer with us on the basis of us agreeing to track his daughters profile…. He presumed our online reputation management tool was meant to be used for that. Needless to say, it wasn’t MindShiftin’ enough to take up. They work with us HomeShop18, Kiehl’s, Star Plus, Reliance 3G, The Bombay Store, General Motors, BIG CBS Network – BIG CBS Spark, BIG CBS Prime, BIG CBS Love, BIG CBS Punjabi, BIG Magic, BIG RTL Thrill, World Wide Media – Grazia, HELLO!, Home & Design TRENDS, Karaoke World Championship, Sula Vineyards – Vinoteca, Sula Selections, Beyond Vineyards, Sula Vineyards, Remy-Cointreau International : Remy Martin, Cointreau, Mount Gay Rum, Metaxxa, St. Remy, Louis XIII, Splash Fashions, Smirnoff India – #Espressology Campaign, Star Sports – Ultimate Fight Championship. Industry as we foresee Bigger campaigns, bigger budgets, bigger focus on launching via digital. Growth within influencer marketing, mobile and higher importance towards social media research. A day without Internet Suffocating, but a definitely a client-free day for the entire office! Lastly, are you hiring? If you’ve got the urge to create a MindShift and are tired of being a monotonous job, we possibly may be looking for you.        

Social Media Case Study: Smirnoff Espressology Meet

Social Samosa, May 1, 2013 Link: http://www.socialsamosa.com/2013/05/social-media-case-study-smirnoff-espressology-meet/   Mindshift Interactive conducted The Smirnoff Espressology Meet to launch a new flavour of vodka for Smirnoff. What They Did They got people who love to drink, party and basically, have a good time, together in two cities – Mumbai and Bangalore. 2. Instead of conducting a regular meetup, it was an evening of Mixology with professional Mixologists, rightfully christening it as ‘The #Espressology Meet’. 3. People attending were trained to make the right cocktails, with Espresso! Bangalore and Mumbai Event Highlights It was an evening of mixing it up! The event highlights include:
  • Blind-folded tasting
  • Coffee Vodka Badges
  • Social media influencers partying with Smirnoff
Total Outreach Facebook: 1,71,52,00,000 Twitter: 8,32,05,75,000 Bloggers: 2,36,400 Outreach Strategy 11 Bloggers + 9 Facebookers + 14 Tweeps = 10 Million+ Outreach

Social Media Case Study: HomeShop18 #TWSS Women’s Day Campaign

Social Samosa, April 3, 2013 Link: http://www.socialsamosa.com/2013/04/social-media-case-study-homeshop18-twss-womens-day-campaign/   Brand Name Homeshop 18 Agency Name MindShift Interactive Objectives
  • Create a Twitter hashtag that guarantees maximum participation of fans/followers – Leave a lasting impact on Twitter audience and cement ties with the existing follower base
  • Leverage Women’s Day differently from the regular women-related tags – make the conversations fun and exciting
Execution
  • On an internationally celebrated Women’s Day – engage with the audience to amplify the views across regions on one platform – Twitter
  • Be different from the rest – initiate a trend
Results
  • #TWSS began trending at 2:20pm across India
  • Received 1,117+ @mentions &621RT’s
  • Gained an overall outreach of 2,65,751
  • 302 tweeps participated in the contest
  • The hashtag trended all the way until the next day!
Key Lessons During Women’s day when everybody was buzzing about various offers and gifts for women, HS18 came up with a new hashtag to create a social media identity

Big CBS enhances audience engagement through digital campaign

Best Media Info, November 9, 2012 Link: http://www.bestmediainfo.com/2012/11/big-cbs-enhances-audience-engagement-through-digital-campaign/   The X Factor’s ‘Xport To La’ contest reaches out to over 4.1 million online audiences; increases viewer base by more than 50 per cent Big CBS Network has successfully amplified audience engagement by utilising digital and social platforms. With the execution of the ‘Xport to LA’ campaign on Facebook via a game application for The X Factor, the network has reached out to over 4.1 million audiences online. With an aim to reach out to young urban audiences across the country, the digital campaign which was live from September 15- to October 29, 2012, created additional buzz about the show and increased the fan base by over 50 per cent while giving one lucky winner – Kolkata-based Gautam Vora – the unique opportunity to watch the The X Factor live in Los Angeles, USA, and meet the judges. The ‘Xport to LA’ campaign, designed by MindShift Interactive, created a landmark effect as it witnessed over 10,000 application plays and almost 26,000 application shares while reaching out to over 4.1 million audiences online. The campaign was divided into four stages which encouraged audiences to showcase their own ‘X factor’. While the first phase focused on creating excitement among the online audiences, the second phase introduced the concept of an interactive platform wherein contestants could choose interesting tags for their friends and family. The third phase required contestants to showcase their knowledge of The X Factor episodes through a contest. The fourth phase allowed contestants to upload their own pictures and prove their X Factor through votes from friends on multiple social media platforms. Anand Chakravarthy, Business Head, Big CBS said, “The Xport to LA campaign was strategically merged with the framework under which The X Factor show is built in order to ensure maximum impact for the show and the application simultaneously. With the TAM blackout, the use of digital platforms and the successful execution of unique campaigns of this calibre allow us to gauge audience reaction to our channel offerings. We are sure that our robust digital campaigns will continue to entice the viewers thereby keeping them engaged across platforms.”

MindShift Interactive scores on social media for Homeshop 18, Samsung Galaxy S III

Best Media Info, October 26, 2012 Link: http://www.bestmediainfo.com/2012/10/mindshift-interactive-scores-on-social-media-for-homeshop-18-samsung-galaxy-s-iii/   Campaign engages 10,60,582 people in three days; clocks 7,899 entries, 66,422 shares, 15,602 impressions, 11,994 FB fans Digital media agency MindShift Interactive, recently created a campaign for HomeShop18.com, aimed at highlighting its association with Samsung Galaxy S III. The objective of the campaign was to leverage the association of the two brands and increase traction on Homeshop18’s portal. The aim was to engage and excite consumers on Facebook through a contest wherein the participants had to answer ‘Why they deserve an S III phone’. The idea was to bring alive the ‘self worth’ of the individual to match the personality of the phone. The fastest and the wittiest replies were entitled to win the phone. The campaign witnessed 7,899 entries with 66,000+ viral shares. As a result, it reported an outreach of 2 00,000+ on Facebook via posts and about 900,000+ viral engagements via the application. Further to the Facebook contest, the association was leveraged on Twitter as well. The contest on Twitter encouraged people to upload pictures of things that they considered lucky for themselves. The idea was to add a ‘surprise’ element with a ‘fortunate’ twist and get them to win the Samsung Galaxy S III. The activation created immense talkability for both Homeshop18 as well as Samsung as the strategy was considered consumer friendly with increasing organic fans and followers, while also ensuring higher engagement with consumers. Piyush Bhargav, General Manager – Product and Marketing, Homeshop18.com, said, “Our association with Samsung Galaxy S III is a strategic step to ensure that we continue to deliver the best deals for our online buyers. Our brand objective on social media has always been to encourage like-minded association with our core functionality, i.e., e-commerce, online shopping and customer service. Through this campaign we wanted to create conversations around what people consider to be lucky for themselves, as getting the best bargain on the new S III phone.” Zafar Rais, Founder & CEO, MindShift Interactive, commented, “The objective was to leverage the association of HomeShop18 with Samsung Galaxy S III. Our strategy focused on exploring the personality trait of the participants and encouraging them to match it to the personality of the phone. The trend established the successful alignment of HomeShop18 with Samsung Galaxy SIII.”

Homeshop18′s Samsung Galaxy SIII Contest on Facebook & Twitter

Social Samosa, October 5, 2012 Link: http://www.socialsamosa.com/2012/10/homeshop18s-samsung-galaxy-siii-contest-on-facebook-twitter/   Brand Name Homeshop18 with Samsung S3 Agency Name MindShift Interactive   E-com portal HomeShop18, in association with MindShift Interactive and Samsung Mobiles had launched an innovative social media campaign – Samsung Galaxy SIII contest on Facebook and Twitter . The interesting angle here is the barter between both brands to leverage via social media and on their website. Objectives
  • Leverage HomeShop18.com and Samsung Mobiles‟ association via Social Media
  • Increase traction on Homeshop18.com
  • Create plenty of buzz and outreach via Twitter
Results
  • Buzz about Homeshop18.com & the campaign
  • Addition of organic fans & followers
  • 3000+ clicks on HomeShop18′s website via the Samsung Application on Facebook
  • About 20,00,000+ viral outreach via the campaign
  • Successful implementation of social media associations, which we believe is the future of social media success.

HomeShop18 Manages to Increase Traction by Leveraging Samsung’s Galaxy SIII

October 4, 2012, 9:16 am UTC
E-Commerce sites have been mushrooming lately. Everyone seems to have realized the potential online shopping offers. By minimizing inventory & storage costs at multiple locations, even companies with a low budget can come-up with a great looking online web-portal offering multiple goods. While these e-shops are a great location for the users, companies are facing the brunt of excessive competition. With prices that do not vary much, these companies have to rely on innovative advertising campaigns & exceptional customer service to ensure that a casual one-time buyer becomes a life-long repeat customer. While media campaigns executed on mainstream TV channels have sort of become the norm, they last only for a few seconds & usually do little to enhance ‘top of the mind recall’, while the person actually sits in front of his PC to shop. Only a few ad-campaigns like the ‘Yamdude’ of SnapDeal or the latest ads from Flipkartfeaturing kids could command a long term recall. However, the most surefire way to ensure your brand & web-portal becomes the centre of attention, is to have it widely talked about in the Social Media circles. Social media sites have time & again proven to be the torch-bearer for brand messages. Hence it comes as no surprise that all major brands today have a Facebook page & a Twitter feed of their own. Realizing this basic fundamental, e-com portal HomeShop18, in association with MindShift Interactivelaunched an innovative social-media focused campaign which involved the flagship smartphone from Samsung; the Galaxy SIII. With a clear focus on leveraging the power of social media to increase traction to the HomeShop18’s web-portal, the agency designed innovative & simple questionnaire that would eventually lead the participant to the campaign’s Facebook page or HomeShop18. Did the campaign work? The social media fueled campaign managed to be a significant impact on people.With almost 8000 entries & 66000+ shares, the project was firmly in the status of other campaigns that managed to go ‘viral’. In terms of business statistics, the HomeShop18’s website got more than 3000 hits via the smartphone application alone. In all, the virality of the campaign impacted more than 9,00,000 people. With just a single Galaxy SIII unit at stake, perhaps this campaign has proven that innovative marketing campaigns need not be mega-budget. Some clever leveraging of existent user-base such as that of Facebook can serve as a very potent mix to drive traffic to your web-site. Maybe, with such a success, the e-commerce website can certainly think of launching similar social-media focused campaigns. Since the ‘contestants’ must have already ‘Liked’ the Facebook page, they are bound to receive future updates. Hence why not simply carry-on the pre-lit flame? Read the complete case study here: http://bit.ly/HS18S3

Mindshift Interactive extends its arm to Research

Best Media Info, October 4, 2012 Link: http://www.bestmediainfo.com/2012/10/mindshift-interactive-extends-its-arm-to-the-research/   Mindshift Metrics to offer the research and analysis on social media trends Mindshift Interactive has launched its research arm – MindShift Metrics. The research arm will decode the vast amount of data available over the Internet, and share findings leading to insights, resulting in forming a strategy. Metrics will primarily be to evaluate or fine-tune an existing social media presence or campaign, assuring sustained growth or towards understanding the right campaign and platforms for a product launch. Given the right metrics, it also helps businesses understand consumer sentiments towards a particular product or even test an upcoming launch. The data will be gathered through MindShift tools and will be a step towards translating it into understanding your product, consumer or competition. The tools will go into the depths of understanding what consumers express or why they react the way they do or even forecast what your consumer wants next. Research is incomplete without human intelligence and that’s why at MindShift, we will integrate a perspective from a mix of research analysts, social media specialists and behavior decoders. This combination provides you with the right methodologies and a 360 degree perspective on where and what your Social Media landscape is and how it should evolve in order to be of constant value. Services offered by Mindshift Metrics:
  • Social Media Metrics: Campaign and Content Analysis that will help review a brand’s activities across Social Media. We will be happy to add-value to the stories you may be working on, by giving you the relevant data or analysis to support the story
  • Consulting through Metrics Scorecard that assures a sustained outreach for the Digital campaigns. This evaluate the campaigns on social media
  • Platform analysis: Analyse Social Media platforms to ensure the outreach is created on the right platform to help gain competitive advantage
  • Brand associations during the first Grand Prix in India last year. In this analysis they have highlighted the campaigns taken up by brands like Airtel, Kingfisher, Vodafone, Redbull showcasing consumer sentiments around the event and the brand connect. MindShift Interactive tracked the event on Social Media and generated insights on how fans, sports enthusiasts, sportsmen, celebrities and brands reacted to this milestone event in India’s sporting calendar
  • Second report was on the Impact of Social Media on Hospitality and Tourism industry in India highlighting the Airline, Online travel agencies and Hotel sector. This report focused on the utilization of Social Media by brands in order to provide effective customer service and immediate consumer redressal

Social Media Case Study: HomeShop18′s Samsung Galaxy SIII Contest

Social Samosa, October 1, 2012 Link: http://www.socialsamosa.com/2012/10/social-media-case-study-homeshop18-samsung-galaxy-siii-contest/   Brand Name Homeshop18  with Samsung S3 Agency Name MindShift Interactive   HomeShop18.com  and Samsung Mobiles had launched a Samsung Galaxy SIII contest on Facebook . The interesting angle here is the barter between both brands to leverage via social media and on their website. Objective
  • Leverage HomeShop18.com and Samsung Mobiles’ association via Social Media
  • Increase traction on Homeshop18.com
What We Did
  • Asked users 5 questions, about SIII & Homeshop18
  • Asked users to state why they deserved to win the Samsung Galaxy SIII
  • Gave users 5 clues which lead to the Facebook Timeline or onto the website
  • The fastest to answer with a combination of the wittiest answer was our Winner!
Results
  • Excitement amongst Fans, Followers & Audiences across digital
  • 7,899 Entries with 66000+ viral Shares
  • Addition of 10000+ fans on Facebook (Organic)
  • 3000+ clicks on HomeShop18’s website via the Samsung Application
  • Brands working together on social media is the new wave.
  • 2,00,000+ outreach on Facebook via Posts
  • About 9,00,000+ viral outreach via the application

MindShift Interactive bags social media duties for BIG CBS Networks

Social Samosa, September 25, 2012 Link: http://www.socialsamosa.com/2012/09/mindshift-interactive-bags-social-media-duties-for-big-cbs-networks/   The Mumbai-based digital agency MindShift Interactive is all set to take BIG CBS’s  much-awaiting singing reality show, ‘The X Factor’ on Facebook and Twitter. With simulcasts working well for the Big CBS Network, with its latest show America’s Got Talent topping shows airing on English GECs, garnering a GRP of 5.96. MindShift Interactive (MindShift) is all set to take BIG CBS’s , to an all-new level with a high decibel campaign that promises to attract the eyeballs and bring BIG CBS Networks fans closer to the channel and keep viewers tuned in. Aptly named, Xport to LA, the campaign provides an incentive to winners to be flown to Los Angeles, USA, to watch Britney Spears, Demi Lovato, Simon Cowell and LA Reid LIVE in action on the studios of The X Factor. The contest will run across the BIG CBS Facebook pages, PRIME, LOVE and SPARK and takes users through various levels similar to the show, in order to acquire a passport to be flown off to LA. The strategy is taken forward onto Twitter creating virality with the usage of #Xfactor as a hashtag, engaging influencers and viewers. Zafar Rais, CEO, MindShift says,
With BIG CBS Network targeting premium audiences, the overall social media strategy for the Network will ensure it meets the entertainment penchant of the upwardly mobile audience seeking quality content. The concept of social media always remains towards interacting, and we’re all set to create digital outreach on the basis of our consumer and industry insights that truly promises mindshifts within the space.
The Network is focussed towards building a loyal, long term fan following using the power of digital media. Rais adds,
We really want people to have an immersive experience and our campaigns are aligned to ensure we achieve this.

MindShift bags Social Media duties of BIG CBS Networks & their Regional TV Channels

BestMediaInfo Bureau | Delhi | September 24, 2012 Link: http://bit.ly/BIGCBSWin   The digital agency is all set to take the much-awaited singing reality show, The X Factor, to  a new level through the high-decibel campaign ‘Xport to LA’ Having won the digital mandate of Big CBS Networks, Mumbai-based digital agency MindShift Interactive will bet big on Facebook and Twitter to bring the network’s fans closer to the channel. With simulcasts working well for Big CBS Networks , with its latest show America’s Got Talent topping shows airing on English GECs, garnering a GRP of 5.96, MindShift Interactive is all set to take Big CBS’s much-awaited singing reality show, The X Factor, to an all-new level with a high-decibel campaign. The campaign provides an incentive to winners to be flown to Los Angeles, USA, to watch Britney Spears, Demi Lovato, Simon Cowell and LA Reid live in action in the studios of The X Factor. Aptly named ‘Xport to LA’, the contest will run across the Big CBS Facebook pages, Prime, Love and Spark channels, and takes users through various levels similar to the show, in order to acquire a passport to be flown off to LA. The strategy is taken forward onto Twitter creating virality with the usage of #Xfactor as a hashtag, engaging influencers and viewers.       Zafar Rais, CEO, MindShift, said, “With Big CBS Networks targeting premium audiences, the overall social media strategy for the network will ensure it meets the entertainment penchant of the upwardly mobile audience seeking quality content. We are all set to create digital outreach on the basis of our consumer and industry insights that truly promises mindshifts within the space.” The network is focused on building a loyal, long-term fan following using the power of digital media. Rais added, “We really want people to have an immersive experience and our campaigns are aligned to ensure we achieve this.        

MindShift bags social media duties of Big CBS Networks

Best Media Info, September 24, 2012 Link: http://www.bestmediainfo.com/2012/09/mindshift-bags-social-media-duties-of-big-cbs-networks/   The digital agency is all set to take the much-awaited singing reality show, The X Factor, to  a new level through the high-decibel campaign ‘Xport to LA’ Having won the digital mandate of Big CBS Networks, Mumbai-based digital agency MindShift Interactive will bet big on Facebook and Twitter to bring the network’s fans closer to the channel. With simulcasts working well for Big CBS Networks , with its latest show America’s Got Talent topping shows airing on English GECs, garnering a GRP of 5.96, MindShift Interactive is all set to take Big CBS’s much-awaited singing reality show, The X Factor, to an all-new level with a high-decibel campaign. The campaign provides an incentive to winners to be flown to Los Angeles, USA, to watch Britney Spears, Demi Lovato, Simon Cowell and LA Reid live in action in the studios of The X Factor. Aptly named ‘Xport to LA’, the contest will run across the Big CBS Facebook pages, Prime, Love and Spark channels, and takes users through various levels similar to the show, in order to acquire a passport to be flown off to LA. The strategy is taken forward onto Twitter creating virality with the usage of #Xfactor as a hashtag, engaging influencers and viewers. Zafar Rais, CEO, MindShift, said, “With Big CBS Networks targeting premium audiences, the overall social media strategy for the network will ensure it meets the entertainment penchant of the upwardly mobile audience seeking quality content. We are all set to create digital outreach on the basis of our consumer and industry insights that truly promises mindshifts within the space.” The network is focused on building a loyal, long-term fan following using the power of digital media. Rais added, “We really want people to have an immersive experience and our campaigns are aligned to ensure we achieve this.

Reliance 3G gets India #FeelingBlue

Best Media Info, June 4, 2012 Link: http://www.bestmediainfo.com/2012/06/reliance-3g-gets-india-feelingblue/   #FeelingBlue No.1 trending topic in India for over 24 hours and No.2 worldwide with a total outreach of 8.1 Million users on a single day Reliance 3G  launched a social media campaign on Twitter as an extension to its mainline campaign “Be Blue” promoting the two-year collaboration with Google to exclusively market Android devices in India. The campaign was activated on Monday by MEC in partnership with Mindshift Interactive. In continuation to the brand’s Facebook campaign on “Be Blue” that focused on Android and Reliance 3G services, this initiative used Twitter & its Influencers as the primary platform to create instant buzz for the brand, by engaging and interacting with the audience. The hashtag, #FeelingBlue, aimed to shift mindsets about feeling unhappy and blue, converting the emotion into a happy one. Monday was chosen as the appropriate day to activate the campaign because every individual comes across many #FeelingBlue moments on Monday mornings. The witty tweets that created curiosity started coming in from 10:00 AM, Monday and within less than an hour there were 800 tweets that carried the hashtag #FeelingBlue. Right from the petrol price hike to sad songs being played on the iPod to reaching office on time on a Monday morning, all were being addressed by individuals as creating a #FeelingBlue moment. Brands like Channel [V], Radio Mirchi, Fast Track, amongst others, participated using the hashtag. Alongside, twitter influencers got curious and joined in the conversation too. As it struck 12:00 pm, Influential tweeps cheered up and started turning the sentiment around, sharing what got them happy &how it was great to be #FeelingBlue.  The buzz was leveraged further through the announcement of a contest where participants could win Android Smartphones. #FeelingBlue created buzz, got India curious, made the world wonder & got everyone happy and cheerful on a Monday morning! The outcome of the campaign: 7,755 tweets by over 930 tweeps, using the hashtag, made it the No.1 trending topic in India for over 24 hours and No.2 worldwide while also achieving surpassing industry benchmarks, gaining a total Outreach of 8.1 Million users on twitterand successfully turned around the #feelingblue sentiment with 98% people using it to send out ‘happy’ tweets! Impressions (via tweets) – 72,12,150 Audience Reach (Via Accounts) – 3,05,271+,  Audience Reach (Via Followers) – 6,09,191+. Some of the key influencers who were a part of the campaign were VJ Ranvijay, Channel [V] India, Miss Malini, TheTanmay, Twilightfairy, youthstaryuvi amongst others. Commenting on the digital campaign adopted by the brand, Shivani Suri Dhanda, Deputy GM, Brand & Marketing for Reliance Communications says, “Social media platforms like Twitter are anintegral partof the digital universe that our customers traverse & we wanted to reach out to them. Our campaign objective was to amplify the Reliance Android ‘Be Blue’ campaign in a fun, engaging way and the creative and daring approach of turning the #FeelingBlue sentiment on its head did just that. We successfully raised curiosity, gave twitteratian experience to enjoy & achieved our campaign objective too.” T Gangadhar, Managing Director of MEC, the media agency for Reliance Communications said “This is a smart, intuitive way of bringing alive Reliance’s ‘simply better’ proposition. The innovation cleverly turns the expression ‘feeling blue’ on its head – in a manner that is both, simple and relevant to the digital native.” Zafar Rais, CEO of MindShift Interactive added, “#FeelingBlue was personal to us as a campaign as it focused upon creating a MindShift towards making Monday’s a happy affair. Our strategy for the campaign was to capitalize upon the mundane Monday mornings and make them happy. With a generic hashtag and without the brands twitter account, we took on the challenge and turned 98% of Indians who felt sad into feeling happy.”

Social Media Case Study -The Bombay Store

Social Samosa, April 25, 2012 Link: http://www.socialsamosa.com/2012/04/social-media-case-study-the-bombay-store/   The Agency MindShift Interactive is an Insightful Digital Outreach powerhouse that provides business with a data-centric approach towards achieving an impactful, innovative and, most of all, sustained Social Media presence.The Insights in this presentation are provided by MindShift Metrics, our social media research unit that helps businesses understand their consumers & engagement better. MindShiftInteractive Private Limited is the parent company of MindShift Digital and MindShift Metrics, our Social Media Marketing Agency and Social Media Research Company respectively. Combined together, they give your business an insightful and innovative Social Media Outreach. Objective Spread awareness about the latest range of Flip Flops from The Bombay Store Campaign Plan Indianize it & attach it to an ongoing topic, i.e the current Mumbai elections Outcome The results -78+ unique users who participated with over 150 mentions to The Bombay Store. 650+ tweets using #ChappalMaarohashtag #ChappalMaaro trended as the topmost hashtag in India & Mumbai within 25 minutes of its introduction Trending –Delhi, Bombay & India! For 2 days!!  

‘Twittering’ footfalls at The Bombay Store

Best Media Info, February 24, 2012 Link: http://www.bestmediainfo.com/2012/02/twittering-footfalls-at-the-bombay-store/   Mindshift Interactive created a buzz for the retailer for its flip-flops with the ‘Chappal Maaro’ Twitter trend Talk of politics – and the topic of shoe hurling comes to the fore! It’s almost like a new jargon. Giving an interesting spin to this was the recent social media campaign ‘Chappal Maaro’ (hurl flip-flop) designed for The Bombay Store by Mindshift Interactive. The objective of the campaign was to spread awareness about the new flip-flops, introduced by The Bombay Store via Twitter, creating instant buzz for the product. The campaign was launched on the day of the BMC elections in Mumbai (February 16, 2012). While leveraging the Mumbai civic elections as the conversation starter, Twitter was used as the primary platform to engage and interact with the audience. The ‘#ChappalMaaro’ trend reached 16,277 accounts in the first 25 minutes, and 17,672 exposures were recorded. The Bombay Store reached 4,465 accounts and was exposed to 15,843 impressions. About 147,622 accounts were reached and 410,916 impressions were recorded. Anaggh Desai, CEO, The Bombay Store, said, “The idea was not a promotional activity but as a tool to listen to what the consumer feels and gain mindshare of the younger lot for the brand.” Zafar Rais, CEO, MindShift Interactive, said, “The core idea of the campaign was aimed at ‘chappal maaro’ on things going wrong on the election day, such as people not coming out to vote. However, when it started trending across India, people also started criticising autowallahs or anything that was wrong in their immediate surroundings.” The trend continued on Twitter for two days. On why did the brand choose the word ‘chappal’ and not flip-flop to create buzz, Rais explained, “The word ‘chappal’ creates a faster connect than flip-flop in India, no matter what brand is!” The campaign also helped the brand attract footfall in its stores. “The stock of flip-flops was supposed to last 90 days. But as things stand today, with so many walk-ins at our mall stores, we might just run out of stock in a few days,” said Desai. Despite the traction, the campaign also faced criticism. Rais elucidated, “There was a group of people who picked on the campaign saying that it does not relate to ‘The Bombay Store’ brand, which retails 95 per cent Indian goods.” After two days of ‘Chappal Maaro’, the campaign was followed by a ‘Gale Lagao’ (hug them) trend, wherein the people tweeted about things or people they loved around them. Beginning next week, the brand is planning to leverage the trend for Women’s Day as well. Going forward, The Bombay Store plans to leverage social and digital media to reach its TG of sub-30-year-olds. “We do very little print media. But we focus heavily on alternative media. Apart from social and digital media, we are planning to focus on events to gain mindshare,” said Desai.

‘Top 5 Digital Brand Campaigns of 2011’

Best Media Info, December 30, 2011 Link: http://www.bestmediainfo.com/2011/12/top-5-digital-brand-campaigns-of-2011/   A study conducted by Mind Shift, runs down through a list of five digital campaigns that gained immense traction during the year With just a day left to bid adieu to a year, full of insightful campaigns and break-taking creativity we take a peep into the year gone by and some of the trends that shaped up during this time. Since, digital have had a share of limelight with many new innovations on its front, here’s a quick list of ‘Top 5 Digital Brand Campaigns of 2011’. 1) FlipKart.com: The campaign for FlipKart, an online bookstore in India, promoted simple messages through its newly launched products, TVCs and authors interviews facilitating easier conversation and interaction channel for users through Face book and Twitter. The company has been very active on Twitter, wherein it addresses users’ grievances and gives them an immediate solution. Through its interactive manner the brand has managed to score a whooping fan base of 8, 85, 700 on Facebook and over 14, 000 followers on Twitter. 2) Mahindra XUV Launch: This campaign by Hungama Digital Entertainment captured the suspense quotient by arousing interest about the new product. Social media (Facebook and Twitter) were used to multiply and add to the ever-growing speculation and gossip. Contest and updates on social media platforms made sure that the consumers were engaged.  The campaign that was divided into four activities was each integrated with Facebook. The first one was the ‘Name Reveal Campaign’ in which a microsite page was created which would flash attributes of the car like c00l, dr00l, z00m (all with 00). On rollover, it revealed the name of Mahindra’s next global SUV. The second campaign was ‘Guess the price contest’, wherein users were asked to guess the price of the pre-determined numbers of likes were achieved. Another activity included the user ‘Revealing the XUV500’ virtually whose promotion was done through posts, contests, polls etc the vehicle. The total number of entries for ‘Guess the Price’ contest gained over 1.15 lakh views in 10 days. Over 4.5 lakh likes were received when the angles of the car was unlocked. There were about 12,000 test drive requests even before the launch of the vehicle. The website witnessed over 1.9 lakh visitors within the first 6 days after the teaser website went live. 56,000 users converted into fans between the span of 20 days. There were over a lakh video views on the site and 1.5 lakh views on the webcast views. Moreover, Mahindra XUV500 was mentioned in more 5, 00,000 destinations during the campaign. 3) Hum Mein Hai Hero: This campaign became a rage when launched to rebrand HeroHonda to Hero MotoCorp. Concived by Law & Kenneth, the campaign created a huge buzz on the Internet as well. As part of the digital promotion, the brand created a website that showcased their new identity and its range of products. Email Marketing, social media platforms such as Facebook, Twitter & YouTube took the brand to an all-new different level. Rich media banners (like page takeover, floating banner, etc) were part of the digital promotion that helped to communicate the new positioning effectively. The signature song of the commercial which was composed and sung by A R Rahman, became an anthem amongst the youth. The campaign was heavily supported by the media. With over 2 million visits within a month of its launch, the campaign created a huge buzz. The fanpage witnessed a staggering number of 1, 10,215 within weeks. The Heroes Song was an instant hit on YouTube with 2,30,000 views within a few weeks. 4) #KFBeerUp: In order to introduce the hashtag “#Kfbeerup”, in this campaign, followers tweet and tag friends to attend for the Kingfisher Meet Up. The campaign made Kingfisher to be perceived as a techno-savy brand establishing connect with the youth. It also conducted a successful KFBeerUp at Mumbai, Delhi, and Bangalore with the next #KFBeerUp at Kolkata. 5) Kolaveri Di: This song for an upcoming Tamil Movie became  a national anthem in no time. . The song sung by Tamil actor ‘Dhanush’ was full of catchy lyrics and tunes. As a result, the video won a YouTube Gold Award for getting the most number of daily hits. It managed to score more than 20 million views and managed to be the trending topic for more than a week in India and other countries. The regional and remix versions of video reflects on the success factor of the song