Social Media Marketing Fuels NASSCOM Product Conclave

Brand

NASSCOM Product Conclave

Agency

Frog Walks Out

Introduction

Social media is the center of communication for NASSCOM (National Association of Software and Service Companies). It has recently concluded NASSCOM Product Conclave (NPC). The event saw almost 1500 speakers and over 5000 participants in three days. It was one of the largest interaction platforms for entrepreneurs, investors, mentors and think-tanks. This event was also a platform where over 50 next generation product startups were showcased in front of industry leaders.

Objective

NASSCOM was about to hold its biggest national event, NASSCOM Product Conclave (NPC). They gave us a simple brief- we had to reach out to the stake holders, create buzz and excitement around NPC.

Execution

A majority of communication efforts was laid on the digital campaigning.

The brief translated into a wide set of targets. We had to reach out to the right audience i.e. Indian tech entrepreneurs, tech industry leaders, thought leaders and industry investors. We had to make them aware about what is going to happen and significant topics to be covered by speakers. We also had to share interesting insights with those who missed the conclave.

We planned a multi staged social media strategy for the event. Pre event was targeted at creating a buzz and awareness around the event. Live phase involved live updates, contests and interactions on various social media.

Pre Event

The Luminaries:

We introduced keynote speakers with interesting insights on their companies. These posts were linked to personalized blog write ups on NPC blog.

Tweet Chat:

Tweet chat with Vijay Anand, Intuit. Incentivized participation by offering a GOQII to the best question asked.

Track Posts:

Posts pushing out the speakers and topics being discussed under the 14 tracks at NPC 2014 were designed and pushed out across all social media channels

Summit Posts

Posts on each of the summits were designed where the sessions of each summit and speakers were introduced.

Growth Story

Timelines and blog posts were created to showcase the growth of companies founded by some of the speakers at NPC.

Live Phase

Live Tweet

We live tweeted and shared interesting insights shared by the speakers at the NPC. This resulted in some interesting conversation. Also, people who missed the event enthusiastically participated in tweeting.

Contest 1: Hashtag Hero

A competition was devised for the most impactful tweets using the hashtag #NPC2014 on the 30th and 31st of October 2014. Apart from all the adulation and love, winners were promised a GOQii and shopping vouchers worth INR 5000

Contest 2 : Pic Of the Day

A contest around tweeting interesting pictures of the Conclave using the hashtag #NPC2014 tagging @GOQiiLife. The prize for the best picture on each day of the summit i.e. 29th, 30th and 31st of October was a GOQii

Contest 3: Pitch Please

We invited people to tweet a cool pitch from their startup’s handle with dual hashtags: #Pitch #NPC2014. The person behind the best pitch would win a GOQii and also get the chance to pitch to a panel of star investors - Vishal Gondal, Rajan Anandan & Dave McLure.

Contest 4: Questions for Summits:

People were asked to ask questions that they’d like answered during the Summits. The best question for each summit would win a GOQii. Questions can be tweeted using dual hashtags.

1. For NPC Seed Summit - #NPC2014 #Seed
2. For NPC Design Summit -  #NPC2014 #Design
3. For NPC Growth Summit -  #NPC2014 #Growth
4. For NPC Early Stage -  #NPC2014 #Early
5. For NPC Innovative Devices, - #NPC2014 #Devices

Results

The extensive social media campaign translated into a big hit on social media. There were about 13,000 tweets, about 9000 interactions and the tweets reached over 209 Million users. #NPC2014 also trended on Twitter. Here is an interesting presentation about the execution of the campaign.