Vyra Launch: Case Solution submitted by Team MICALals from MICA
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SOCIAL MEDIA STRATEGY VYRA – Mobile Browser
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Vyra Launch: Case Solution submitted by Abhishek Abraham Varughese and Akansha Boaz from MICA The Case Study: About Vyra: Vyra Technologies Pvt. Ltd. is an IT start up based out of Bangalore, India; Vyra has developed a new age mini browser for mobile phones, as it sees a great potential in its relevance in coming 5 years. Vyra has a team of 5 geeks working on it and they are planning to launch the browser in the next 2 months.To promote Vyra, they need to hire a digital agency to help them in launching their product on social media channels. Vyra wants their mini browser to become a hit amongst the age group 20-45 and hence want a digital marketing strategy targeting the same! Vyra would be available on every famous app store like iTunes, Google Play and Windows! Salient Features of Vyra: The New Age Mini Browser for Mobile Phone - The developers chose to make this browser available only in one format – Java MIDP 2.1 – as it is compatible with every modern cell phone. - Full text select and find text function just like desktop browsers. - Tabbed browsing with thumbnail images and page zoom - Download function to help users download files from the phone, - Email service which supports many online email mailboxes and different types of attachment formats. - Feed Service which you can sync with your Facebook account, giving you relevant news all day long from across the web. The Assignment: Vyra Technologies wants to create online conversations around “Vyra” by engaging relevant people in order to create familiarity for the product. They want a marketing campaign which will correctly position Vyra in their niche thereby challenging rivals like Opera Mini, UCWEB etc.
Transcript of Vyra Launch: Case Solution submitted by Team MICALals from MICA
SOCIAL MEDIA STRATEGY
VYRA – Mobile Browser
WHAT KIND OF RESEARCH WOULD YOU UNDERTAKE BEFORE MOVING AHEAD
WITH YOUR PLAN?
Target Audience
Tech Savvy &
Trendsetter
20-45 Years
Students,Techies
& Professionals
Research Process
WHAT KIND OF RESEARCH WOULD YOU UNDERTAKE BEFORE MOVING AHEAD
WITH YOUR PLAN?
Analysis of
Features, Fidelity, Aesthetics & Ease of Use
Quantitative Research:
Secondary data from Alexa, ComScore &
Others
QualitativeResearch: Blogs, Tech
Forum & Discussion
Threads+
FGD, Surveys
1. Through blogs, tech forum alike we would be engaging with the resident members over posts, discussions and understand the pulse of the prospective customers with respect to their expectations, satisfaction and improvements in a mobile browser.
Research Process
WHAT KIND OF RESEARCH WOULD YOU UNDERTAKE BEFORE MOVING AHEAD
WITH YOUR PLAN?
Analysis of
Features, Fidelity, Aesthetics & Ease of Use
Quantitative Research:
Secondary data from Alexa, ComScore &
Others
QualitativeResearch: Blogs, Tech
Forum & Discussion
Threads+
FGD, Surveys
2. Obtain data by using in-house ad tags placed on publisher portals and from Analytics portal such as ComScore, Vizisense and others alike to review the online behaviour of mobile browser users. Categorize the data into duration of usage, tabs, content preference, download options etc.
Research Process
WHAT KIND OF RESEARCH WOULD YOU UNDERTAKE BEFORE MOVING AHEAD
WITH YOUR PLAN?
Analysis of
Features, Fidelity, Aesthetics & Ease of Use
Quantitative Research:
Secondary data from Alexa, ComScore &
Others
QualitativeResearch: Blogs, Tech
Forum & Discussion
Threads+
FGD, Surveys
3. Collate the information obtained to test research hypothesis. Generate demographic, usage and experience insights of new and existing users with respect to browser features, fidelity, aesthetics & ease of use.
WHAT KIND OF RESEARCH WOULD YOU UNDERTAKE BEFORE MOVING AHEAD
WITH YOUR PLAN?
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% Usage in Oct '13
• 52% of Millennials are above-average in terms of their adoption of technology.
• These early adopters are heavily reliant on their mobile devices as sources of information, communication, and entertainment.
• They still keep traditional media firmly in the mix.
Early Adopters Millennials Media Usage – Oct 2013
Mobile, Home & Work Computer will be directly focussed for promoting considering the sizeable active population available on it
WHAT WILL BE THE VARIOUS CHANNELS YOU
WOULD INTEGRATE IN YOUR STRATEGY AND WHY?
• Early adopters active on these platforms• Affiliate marketing via blogs can be an effective
model• Incentivize most followed technical bloggers to use
and write about the product.
Quora, Tech Crunch,
LinkedIn, Blogs, Mashable
• Only for product awareness• Awareness about new features.• Might convert around 0.1% consumers
Twitter, Facebook
• Organic listing of keywords• Visual display of features• Look and feel of the User Interface
SEO,YouTube, Pinterest
WHO WILL YOU BE TALKING TO?
Siddharth Chakravarthy21Computer Science EngineerA Tech Savvy StudentIntellectualComputer and technology enthusiastWears a black rimmed spectacleBarely socializes outside his interestsScreenager : In front of a screen most of the timeAn innovatorReads technical blogs and updates them frequentlyOwns a tablet and a smartphoneReads technical magazines on his way to collegeDownloads and updates new Apps and softwares as soon as they are released
WHO WILL YOU BE TALKING TO?
Mr. Amit Verma36Technical Architect, IBMExplorerAttends all technical seminars organised in the cityHigh disposable incomeBuys latest gadgets every few monthsTechnology crazySocializes only with technologically oriented friendsGlued to his laptop almost 15 hours a dayShares reviews on technical blogs very often
WHAT WILL YOU SAY?
Stage 1: Focus on India as a potential market for promotion.Emphasize in communication about launch of an Indian Mobile Browser to add patriotic fervour.Duration of 2 Weeks.Promotion through blogs, tech forumsLaunch customized microsite for the web browser.
Stage 2: Extend reach to Global market.Leverage on early adopters from India.Push & post content assertively through paid online media such as blogs.Tone of communication to be technological innovation.Duration of 6 Weeks.Promotion through blogs, tech forums & FB, Twitter.
Execution Plan
WHAT WILL YOU SAY?
One Browser to Rule them All
I will find you and…I will Keep You
Name’s Tab, MultiTab
Help will always be given to those who ask for it at Vyra
You Got Mail
What You Need Is What You Get
Search Feature Like PC browser
Tabbed Browsing Functionality
Syncing of feeds for one stop notification
Multi E-Mail Account Support
Download Any File in Phone
Available across different OS and Smart Phones
CAMPAIGN PLAN
• Pre launch – Portal goes with details pertaining to Features, OS, Device and Geographic compatibility
• Campaign Period – April & May
• Week 1 : 6 Days - PR release• Online through tech blogs and tech editions of e-paper• Offline through magazines, tech edition of newspaper • Content
• Articles highlighting problems, challenges experienced by users• Emphasis on an Indian novelty being released• Innovations, solutions available and expected in this segment.• Subtle reference to new features available in Vyra
• Cities – Bangalore, Pune, NCR, Chennai, Hyderabad, Mumbai
CAMPAIGN PLAN
• Week 2 : 7 Days - Blogs, Tech Forums Discussion• Paid & Organic articles/blog release through multiple bloggers/channel• Release Youtube Ads – 1st set of 15 Seconds in-stream ads• Facebook page to go live and content to address • Twitter – follow tech tweets and content generators• Quora – Initiate discussions and respond to any topic pertaining to online
experience as a user and refer Vyra• Redirect traffic on portal to app store(s)• Cities – Across Nation
CAMPAIGN PLAN
• Week 3-4: Blogs, Tech Forums Discussion• Based on initial Indian traction and experience of early adopter push for global• Release Youtube Ads – 2nd set of 15 Seconds in-stream ads• On Ground Activation
• Kiosks at IT Conglomerates like TCS, Infosys based in India• Kiosks at Tech Conferences, Engineering Colleges• Seminars, Video Conferences at Engineering Colleges
• Facebook page to become a platform for visibility• Twitter – Post & Retweet tweets about tech developments occurring across the world
• Week 5-6: Cool Period – No major promotion• Focus on redressing user concerns, challenges faced if any through FB, Twitter, Quora &
Portal• In house users pose as customers and release feedback on social media to believe and
sync in the brand recall
CAMPAIGN PLAN
• Week 7-8:
• SEO & SEM • Buy keywords focussing on browsers and redirect traffic to Vyra Browser
portal• Release Youtube Ads – 3rd set of 15 Seconds in-stream ads’• Efforts to become top trending app on various app stores• Push our ads through ad networks on mobile and tablets• Hangout, Video Conferences on talks by eminent tech speakers involving
students, tech afficianados
WHAT WILL BE YOUR METRICS TO MEASURE THE SUCCESS OF YOUR SOCIAL
MEDIA CAMPAIGN?
Daily Track of Browser Downloads
Daily Track Increase in Recalls & Reference made by Bloggers
Daily Footfalls on the App Store(s)
FB, Twitter #Trending Posts
Keyword Search
10,000 Downloads
THANK YOUAbhishek Abraham Varughese
Akansha Nora Boaz
MICA
