App Launch Strategy

Awareness
Campaign I
 Always At The Airport
Do What You Have To At The Airport
Without Being At The Airport.

• Don’t let the airport seem too big

• Get the airport on your phone
• Access maps, directions, offers, updates, etc., with a touch

Platforms: Facebook, Twitter and Youtube

Hashtags: #AirportApp #AirportUpdates

Creatives designed keeping in mind the 20% text to image ratio for Facebook promotions
Creatives designed keeping in mind the 20% text to image ratio for Facebook promotions
Creatives designed keeping in mind the 20% text to image ratio for Facebook promotions
 Web Films

For the theme ‘Always at the airport’, we’ll actually have the airline
and airport staff at a person’s house helping him out in getting ready
to get to the airport. So trying to accentuate the fact that he feels
he’s at the airport with his new app.

• The ground staff could be ironing his clothes

• The air hostess is serving him his breakfast
• Someone locates his bags
• Security stands at his door and checks if he’s carrying everything
and then let’s him leave the house / door
• The pilot is waiting by the car
Acquisition
Campaign I
 Problem Cancelled
Take care of the usual causes for missing
flights on time with the app.

• Don’t let your forgetfulness or confusion make you miss your flight
• Organize and manage your tasks on your phone
• Relax and keep panic at bay

Platforms: Facebook, Twitter and Youtube

Hashtags: #CheckedInLate #LostAtAirport #AirportAnnouncements

Creatives designed for Facebook posts and not promotion
Creatives designed for Facebook posts and not promotion
Campaign II
 Know It Before You Need It
Get all your pre-flight, in-flight and post-flight
questions answered immediately.

• Be as informed as possible about your flight

• Get answers and solutions to unforeseen problems in an instant
• Do away with the need of finding help desks or officials to clarify doubts

Platforms: Facebook and Twitter

Hashtags: #FlightQueries #AirportQueries #FlightDetails

Your baggage will arrive on carousel 2

Creatives designed keeping in mind the 20% text to image ratio for Facebook promotions
Yes, your flight will serve breakfast

Creatives designed keeping in mind the 20% text to image ratio for Facebook promotions
Campaign III
 The Helping Hand
Answers to all the queries related to assistance
for differently-abled persons.

• Provision of personal assistants

• Access to separate lanes / entrances close to terminals
• Directions to washroom
• Provision of wheel chairs

Platforms: Facebook and Twitter

Hashtags: #DifferentlyAbled #AirportWoes #FlyingImpaired

Campaign IV
 Cellph Help
Overcome all the fears you feel as
soon as you book a flight.

• Feel informed and assured at all times

• Solve all problems conveniently

Platforms: Facebook and Twitter

Hashtags: #FlyingFears #AirportWorries #PreTripPanic

1. GotCabForgotToCheckInPhobia
2. ZonedOutInTheWaitingZonePhobia
3. MsFlightPhobia

Creatives designed for Facebook posts and not promotion

 Web Films

Sparrows are rarely sighted in Bangalore these days, and the KIAB
surprisingly houses quite a few of them. Why don’t we have a short film
from the sparrows perspective on how KIAB has made their life simpler,
and how the KIAB app has also made everyone else’s life simpler.

Staying true to Bangalore’s hospitality. Introducing the KIAB app.

Download now.
Retention
Campaign I
 Your Co-Pilot
Have someone to watch your back
for all airport-related activities.

• Get a trusted travel assistant in the KIAB app

• Always have solutions for all airport-related problems
• Make the most of airport offerings

Platforms: Facebook, Twitter and Youtube

Hashtags: #FlightAlerts #AirportQueries #DutyFreeOffers

#AirportDiscounts #FlightStatus #AirportFood #TheAirportLounge
He offers the
following details:
• Answers to
queries
• Baggage and
other info
• Amenities in your
vicinity

Creatives designed keeping in mind the 20% text to image ratio for Facebook promotions.
This will also be extended to Google ads, third party banners and other web ads.
He offers the
following details:
• Flight status and
updates
• Flight timings and
reminders

Creatives designed keeping in mind the 20% text to image ratio for Facebook promotions.
This will also be extended to Google ads, third party banners and other web ads.
She offers the
following details:
• Products on sale
• Offers and
discounts

Creatives designed keeping in mind the 20% text to image ratio for Facebook promotions.
This will also be extended to Google ads, third party banners and other web ads.
He offers the
following details:
• Lounge info
• Directions to
restaurants
• Directions to other
amenities

Creatives designed keeping in mind the 20% text to image ratio for Facebook promotions.
This will also be extended to Google ads, third party banners and other web ads.
 Last Minute First Class
Make KIAB your destination for shopping with
world-class products at the best prices.

• Never leave empty handed with KIAB’s shopping offerings

• Get exclusive discounts and offers

Platforms: Facebook and Twitter

Hashtags: #LastMinuteGifting #AirportShopping #DutyFreeOffers

#AirportOffers
Their Head: What a nice guy.
He spent so much to buy
everyone a gift.

His Head: Thank God for the

Duty Free offers.
 Awareness,
Acquisition And
Retention
Instagram
 Sparrow Talks
A day at the airport through the eyes of the airport’s
most frequent visitors – sparrows.

• Sparrows are rarely spotted in the city but are found in abundant
numbers at the airport
• These tiny creatures will be transformed into the airport’s messengers

Hashtags: #FlightTension #AirportTroubles #MissedAFlight

On-Ground
Campaign
 Ghosts Of KIAB
Solutions to all problems that may have
made you miss a flight in the past.

• Prevent past mistakes

• Raise your awareness
• Be completely prepared for your flight

Platforms: Posters, Stickers, Facebook, Twitter and Youtube

Hashtags: #FlightTension #AirportTroubles #MissedAFlight

 Social Media Extension

A spin on the ‘Humans of New York’ content. We’ll click photos of

passengers waiting at the airport and utilize these ghosts to create
stories that involve quirky yet relatable reasons for a person missing
their flight or being late for it.
 Web Films
We’ll use the Ghosts of KIAB concept and have a woman walking in the
airport but is being haunted by ghostly voices. We’ll make it like a typical
horror cliched film, with voices like ‘cancelled’! ‘cancelled!’ and
‘You’re gonna miss it’ followed by an evil laugh.
We see her very scared and disoriented running through the airport
searching for her terminal and looking into her bag and stuff. But then
she just stops, gives a sly smile and opens the KIAB app on her phone
and we see her looking around bu the ghosts have gone away.

Never again be haunted by missing your flight or losing your tickets.

Download the KIAB app.
Technology Proposal
for BIAL
Importance of Social media for Airport
“It’s as much a part of our
communication network as the
customer helpline, website and
information desks,”

- John Greenway, Head of External Communications at

Manchester Airport.
Real-time Passenger Query Resolution
Real-time Passenger Query Resolution
Virgin Airlines (America)

Source: simpliflying.com
Virgin Airlines (America) - Social Media Customer Service

Source: simpliflying.com
Virgin Airlines (America) – Brand Building

Source: simpliflying.com
Air Asia

Source: simpliflying.com
Air Asia - Marketing

Source: simpliflying.com
Air Asia -Social Media Customer Service

Source: simpliflying.com
KLM

Source: simpliflying.com
KLM -Social Media Customer Service

Source: simpliflying.com
KLM -Social Media Customer Service

Source: simpliflying.com
Introducing
Simplify36
0
 Solution overview
Customer Service CMO’s Office

Social CRM
(Cloud Digital Brand
based) command Management
center
Social
listening
center
(Cloud Social
based) footprint
Brand
audit
Social CRM
(Enterprise ORM
pvt cloud)
 Our strengths
• Coveragefor Twitter, FB, Flickr, Youtube,
Linkedin, Google+, 500 mn+ Blogs /
MicroBlogs, 50,000+ News-sites, custom-sites Platform perspective
data volume handled
• Language’scovered are Afrikaans, Arabic,
Bulgarian, Bengali, Czech, Danish, German,
Greek, English, Spanish, Estonian, Persian,
Finnish, French, Gujarati, Hebrew, Hindi, Total Volume of
Croatian, Hungarian, Indonesian, Italian, conversations
Japanese, Kannada, Korean, Lithuanian,
per month
Latvian, Macedonian, Malayalam, Marathi,
Nepali, Dutch, Norwegian, Punjabi, Polish,
Portuguese, Romanian, Russian, Slovak, 200 Million
Slovene, Somali, Albanian, Swedish, Swahili, mentions +
Tamil, Telugu, Thai, Tagalog, Turkish,
Ukrainian, Urdu, Vietnamese, Simplified
Chinese, Traditional Chinese
• SentimentAnalysis provided in 13 languages
including: English, Bahasa Malaysia, Bahasa Total no. of
Indonesia, Chinese, Japanese, Korean, Thai, cases handled
Spanish, Portuguese, German, French,
per month
Russian, and Arabic
1 Million +
Social CRM based
data volume handled
• Our Social Command Centre enables
organization to integrate social media
across their business units, implement
and leverage customer intelligence
across their organizations. It provides
comprehensive view of customer’s voice,
marketing campaigns and customer
services and empowers organizations to
manage their online reputation and be
informed on latest brand crisis and
trending stories
• Only provider that can deploy our solution
on private cloud (As required for large
enterprise customers in Telco’s and
BFSI)
• Our Social CRM integrates with industry
standard CRM’s like Siebel, Salesforce,
Talisma etc
• White labelling solution capability for
partners
*
*
*
* currently in discussions
 Brand management
1. Listen 2. Understand 3. Engage 4. Measure, Analyze & Improve

Listening across social and Sentiment Analysis Over 200 performance matrices
digital web Targeted Campaigns Competitive benchmarking
Customer Segments
Complaint sites Schedule posts on multiple channels SOV
Influencers
Mobile app stores Coupons Engagement Score for individual
Consumer delights/ complains
Automatic data collection as Contest posts as well as for channel
Right time to post
per the defined keywords and Games Influencer Score
Most engaging content
geo settings Polls
Competitor insights
 Brand audit
Social Brand Audit Service

•This service will enable you to

create social media analysis report
on brands and their competitions

•The report will be based on the

social media data being captured for
the keywords or channels

•The report can be formatted based

on client’s goal and requirement

•Generally, these reports are

delivered on weekly, biweekly,
monthly or ad hoc basis

Sample Reporting Templates

 Social footprint
Predicting Cross Sell
Demographic Analysis Psychographic Analysis
Opportunities

Monitoring customer’s life

Enriching customer data with
Gender, Age, Current Location
and cultural preferences etc
Understand customer’s
professional history
Identifying Customer’s Social
IDs and connecting them to
CRM platforms
cycle and creating opportunity
for engagement and
Mapping Customer’s Interest
promotions
and Hobbies
Predicting and discovering
Analyzing Customer’s online
customer’s buying stages and
activities and their media
preferences
consumptions
Connecting Footprint analysis
Discovering active
data with marketing
communities and groups
automation tools for active
where customers are active
engagement with customers

Social Footprint Analysis provides an enhanced view on customer data, providing

marketing team with ability to run targeted campaigns across platforms

Ex: For retail industry, it can enable marketing/sales teams to increase their sales
and ROI
 Digital Command Center
Digital command center enables business units to take data based decisions and drive your key brand
metrics digitally.
Unstructured Social Data

KPI driven Dashboards/Reporting

INCREASE IN THE
Digital Marketing REACH / IMPACT OF
Team MARKETING
Business Logic CAMPAIGNS

Classifier CX Team INCREASE IN THE

Structured Insights CUSTOMER EXPERIENCE
AND BRAND ADVOCATES
Analyzer Data (personalized engagement
on social media)

Extractor DRIVE DIGITAL

CONTENT
Technology Stack
Agency CONSUMPTION

3rd Party Applications Data Analytics Team Partners

 Social CRM
Unibox - Single View UI for the end-to-end customer engagement and case resolution

Customer details and Dedicated Response Templates UI for Filter to access all the Status of the Cases
Agents
Social CRM Dashboard &
Integration

Out of the box CRM integration with Salesforce

In absence of an integration with a third

party CRM, customers can use our own
module to save leads, assign leads and
perform followup activity by their sales team

Similar integrations are possible with Siebel

and Talisma (currently in build stage)
CRM Agent Performance Dashboards
 Social CRM on the
private cloud

Step 1: Statistical Analysts or Customer Service Manager Assigns the Tasks

Step 2: On every assignment the Social Media Server will push the tasks to CRM
through API
Step 3: Client’s Agents will work on the tasks and update the data in CRM
Step 4: On every update to the tasks CRM will push back the data to the Social Media
Service through API
Step 5: Social Media Server will send the update to the respective Social Media sites
 ORM Service
Online Response Management - ORM

•This service will enable you to listening

and respond to complaints and queries
for your client using the CRM platform
of Simplify360

•The service also includes daily/weekly

Online Reputation Management reports

•The offering is provided based on

number of cases you will be handling
per week on behalf of the client

•This will also include a dedicated

social customer service agent who
would be monitoring the platform
continuously based on various timings
which the client will provide *Illustrative visualization of ORM Reports
Other
Technolog
y Solutions
Social Wall
Take your audience engagement to next level.

Social Wall is the data visualization

technology built on top of Simplify360’s
social data framework.

It enables event organizers to display real-

time user generated contents and
conversations around the event in interactive
dashboards on large TV screens.
 Benefits of Social Wall
• Encourages audience to share their
experience and story on social
media, increasing the engagement.

• Provide a centralized space for

audience to connect online and
offline.

• Creating a brand experience by

customizing the dashboard to your
brand and with brand messaging.

• Highlight your most engaged fans

during the event on the large screen
display.

• Allow audience to identify influencer

and engage with them.
*Illustrative visualization of ORM Reports
 Partnering with Ogilvy for IBM’s #IndiaKaCloud event.

• On Oct, Simplify360 partnered with

Ogilvy to deliver innovative LIVE
social dashboard on the live event
conversations for IBM.

• Post event, Simplify360 also helped

Ogilvy generate campaign reports to
Screen shot of LIVE feed on TV at the event.
measure the performance of the
campaign.

Report generation after the Event is over.

 Social Walls Components

• Real-time buzz trends around the

HASHTAG of the event.

• Highlighting the trending topics along

with their buzz count during the
event.

• Streaming the LIVE tweets and

updates from audience on the large
screen.

• Highlighting top tweets from the

influencers on the screen.
Sample Event Screen (1/3)
Sample Event Screen (2/3)
Sample Event Screen (3/3)
Social
Footprint
Understand your Customer

Social Footprint technology allows brands

to understand and segment their customers
into multiple categories using their social
media data from various social networking
sites like Facebook, Twitter and LinkedIn
 Social footprint
Predicting Cross Sell
Demographic Analysis Psychographic Analysis
Opportunities

Monitoring customer’s life

Enriching customer data with
Gender, Age, Current Location
and cultural preferences etc
Understand customer’s
professional history
Identifying Customer’s Social
IDs and connecting them to
CRM platforms
cycle and creating opportunity
for engagement and
Mapping Customer’s Interest
promotions
and Hobbies
Predicting and discovering
Analyzing Customer’s online
customer’s buying stages and
activities and their media
preferences
consumptions
Connecting Footprint analysis
Discovering active
data with marketing
communities and groups
automation tools for active
where customers are active
engagement with customers

Social Footprint Analysis provides an enhanced view on customer data, providing

marketing team with ability to run targeted campaigns across platforms

Ex: For retail industry, it can enable marketing/sales teams to increase their sales
and ROI
 Social footprint
Social Footprint
Customer’s Social Data Integration
with traditional CRM Solution

INCREASE IN THE Simplify360 Technology

CUSTOMER EXPERIENCE Simplify360 Social
AND BRAND LOYALTY
Customer Service Enriched Data
(personalized engagement
Platform
on social media)

Psychographic
Customer’s
Engine
Social Data

INCREASE IN THE
CONVERSION OF Multichannel
MARKETING Marketing Tool
CAMPAIGNS (personalized marketing
campaigns )
Social Mapping
Customer Data
Engine
(CRM)

Enriched Data and Customer’s

The marketing platform and
social customer service
platform are integrated with
these new data sets to carry out
personalized and triggered
email, sms and social
engagement.
Social Date the additional layers
of data added into the traditional
Customer’s data in CRM.
(eg: In addition to Customer Name,
Phone and email and Social
Footprint will provide customer’s
social ids and their interest and life
stages data.)
 Social Media Split of the
Mapped ids Maximum ids were mapped with Twitter then Facebook and followed by LinkedIn.

70% Prospects 70% Prospects Rest of

60% Mumbai 60% India (Roi)(656)
50% (1022) 50%

40% 40%

30% 30%

20% 20%

10% 10%

0% 0%
Twitter Facebook LinkedIn Blogs Twitter Facebook LinkedIn Blogs

Web Sales Web Sales Rest of India

70% Mumbai (1540) 60% (Roi) (4293)
60% 50%
50% 40%
40% 30%
30%
20%
20%
10%
10%
0% 0%
Twitter Facebook LinkedIn Blogs Twitter Facebook LinkedIn Blogs

Of all the ids mapped in all 4 subgroups, 55-60% were found to be active on Twitter
 Industry breakup of
Occupation
Prospects Mumbai (1022) Prospects ROI (656)

Oil
2%
Banking ART
Agribusiness 2% 2% Aerospace
2% Textile Hospitality 2%
2% 2% HospitalityMedia
Entertainment Telecom 2% 2%
3% 2% Automobiles Leisure
Lifesiences Insurance
1% Energy 2%
3% 2%
Travel and 3%
Leisure
3% Technology Education Technology
40% 3%
Healthcare 45%
4%
NGO
HR 3%
7% Engineering
5%
Finance
HR
10%
10%
Marketing Marketing
22% 14%

Based on 7% IDs with Professional Based on 7% IDs with

Details Professional Details

Source: Mostly LinkedIn. Marketing & Technology sector is dominant in the prospects sub group
General Interest Analysis

Segment Music Sports Books

Prospects Mumbai (1022)
10% 7% 7%
Prospects Roi (656)
9% 5% 6%
Web Sales Mumbai
(1540) 12% 8% 8%

Web Sales Roi (4293)

9% 8% 6%

Source: Facebook
Social Bots
Provide real-time support for your passengers

Social Bots are intelligent programs that

immediately respond to queries on social
media by accessing the pool of knowledge
base created by the business.
 Benefits of Social Bots

• Speedy response to queries and

complaints using intelligent
response system.

• Self-servicing model on social

media without the need of any
agents online. This will reduce the
workload on agents and take care
of repetitive tasks.

• 24/7 presence on social media as

the responses will be fully
automated.

• Creating unique brand experience

for passengers.
 Workflow Setup of Social Bots

Tracking
Conversations
on Twitter for
Prospects.

This workflow represents a

standard process for initiating a
customer engagement on Twitter
The flow will continue till
prospects are identified.

for generating leads.

The Tagging engine will pick Matching intent based keywords • The system will monitor for
up for intent of the customer. and context.
keywords related to the brand
and buying intent.

• When an intent based tweets are

captured, Auto Tweet is sent
initiating conversation. The
NO Is it a YES Tweet can contain offers or any
Send and Auto Tweet from the Brand
prospective
initiating an engagement.
other information which will be
buyer? decided based on what
campaign is running on or
client’s requirement.

• Once the conversation is

initiated, it can be passed on the
Sales/marketing team for follow
Pass leads to the Sales/Marketing up.
Team.
 Customers (partial list)

Applications: Social CRM, Brand Monitoring,

Verticals: Telecom, Transportation,
Creative Agencies, Retail, New Age
businesses, E-commerce, FMCG,
Media, Airlines, Banking, Insurance etc
Customer Acquisition and Retention, Social
Media Marketing, ORM (Online Brand
Reputation Management) Market Research,
CRM Integration (Social Contact Center),
Social Media Management
 Partners

Robust partner ecosystem comprising of Global System Integrators, Multinational

creative media agencies, Product companies, Digital medial agencies & Tier 2 IT
Technology companies
Appendix
A: Use
cases
 Social Media Use cases
for Airports (1/2)
Product Capability Features

Airport Social Deals,Offers,Coupons

Business Case
The Airport marketing team can plan their promotional content calendar and use the tool to schedule all the upcoming
annoucements. The team can also publish annoucement to social media channels in real-time if there are any important
annuocement to be made.

The Airport marketing/sales team can create surveys and lead forms to capture useful information from people that can used it
to create better sales campaign. They can also reach out the people at the right time to engage around new offers and current
Airport Sales Campaign Creation,
campaigns on social media. The sales team can also listent to relevant conversation like ("hungry" + "airport") to identify people
Monitoring
who are expressing needs or desire during their airport stay. This way sales team can reach out to them with good offer and
increase sales.
Social Marketing
Airport Brand Promotion & Airport marketing team can use the platform to manage their day to day engagement with people talking about the brand in real-
Advertisements time.

Brand team can listen to real-time conversation happening around the brand and use it as a customer feedback or insights to
Airport Brand Monitoring
make the experience much better. Using the tool, the team can identify the areas of improvement and point of customer delights.

Sales team can measure the performance of their sales campaigns based on lead captures and social engagement score to
Airport Sales Campaign ROI
measure the success rate of campaigns. The team can also dig deeper into the interaction to gain insights into improving the
Monitoring
campaigns.
 Social Media Use cases
for Airports (2/2)
Product Capability Features

Airport Real-time customer support using Social

Business Case

Any one complaining about their airport experience at DIAL on social media can be automatically discovered
by the tool and routed to the respective support teams for resolutions. (For example people who are about to
Channels miss the flights might tweet about it, it can be automatically captured and sent to right team, who then can
assist the passenger and delight them with the service)

Support Team can create a real-time dashboard where they can monitor all the conversation around the
brand and keep close checks of service issues, threats, mis-behaviour etc. (Recently lots of negatice
Real-time Social
conversation was posted around a sexual assualt by one of the employee of DIAL on Twitter and around
Feedback,Complaints,Suggestions
misbehaviour. Such issues can be mitigated at the nick of time, if the team had been proactively listeing to the
conversations and taking actions.

Social Customer Service

Airport Social Survey,Opinion Polls
Service team can create surveys and polls using the system which they can proactively share with people
talking about the brands in real-time or reach out to people at later point of time to ask for feedbacks. (For
example, if some one tweets saying, "Finally Arrived in Mumbai via Delhi or just landed on Delhi Airport" Then
the service team can tweet to them asking for their experience and also tie this with the promotional offer or
deals which would benefit them.

Crisis and Disaster tracking can to be set-tup using a separate dashboard for security team of Airports so that
they can monitor any abnormal activities happending on social media, or be prepared to tackle any false
Airport Social Crisis\Disaster Comunications
alarm that is spreading on social media. (Cases like missing bags, bombs, suspicious conversations etc can
be tracked to identify such threats.
 Social Media Use cases
for Airports (1/2)
Product Capability Features

Airport Sentiment & Demographic

Analytics
Business Case

Airport Brand team can gain insights into what people are talking about the brand, identify key pain points (sentiments), mostly
commonly talked about topics and understand the behaviour of people at airports. Also, the report will provide demographic
analysis of people to help brand teams understand the propensity of brand engagement with the type of people.

Airport Brand team can also listen to conversation around competing airports and monitor their social media activities and
Airport Competition Analytics
campaigns to benchmark the internal team, and create a better reporting strucutre for managing marketing.

Based on historical data analysis of airport conversations around various seasons and festivals, research team can prepare a
Airport Social ROI Predictive Analytics predictive reports to provide insights to the Airport team for impending management issues (such as handling passenger flow
Social Analytics and common issues that repeat during different seasons) and make them prepared for it.

Marketing team can measure the day to day marketing and social activities happening on their social media channels and
Airport Social Performance Analytics
deliver insightful reports on what is working and what is not. They can also benchmark their performance with the competitors.

On-premise dashboard installation can be carried out for the Airport team to keep track of all the reports and conversation in one
Airport Social Analytics Dash-board
place like a real command center.

Airport Social Channels Analytics This one would be similar to Social Performance Analytics.
Airport Service Quality (ASQ) Analytics Based upon various ASQ parameters different types of Airport Service Quality Analytics reports
 Social Media Use cases
for Airports (2/2)
Product Capability Features Business Case

Airports brands can create a dedicated channels or hashtags to annouce flights informations and other helpful
Airport Social Media Information channel
information for passenger who can access from social media.

Airport team can provides real-time Flight Delays,weather delays,Traffic delays etc informations using social
Airport Social Delays Information
media channels
Social Interactions
Airport Social Chat Customer Services Provide real-time Airport Social Chat services using social media channels, related to customer service.
Provide real-time Social Languages support using Social Media Channels
Airport Social Language Support

Host a dedicated Social Media Service Center to execute & monitor all social media related Airport
Airport Social Service/Command Center operational activities real-time