Joshi Inc was the Social Media and Mobile App Provider for the Canadian International AutoShow, this year. Our engagement at the AutoShow included Social Media Strategy, Training & Execution, as well as development of mobile apps at the event, including the most successful data collection app at the show, Social Media Camera App and the official Mobile Site for the show.

1. 03.02.29 – CANADIAN INTERNATIONAL AUTOSHOW
SOCIAL MEDIA REPORT

2. INDEX
1. Objectives
2. Fan page Culture Change
3. Gamification
4. Rewarding Loyalty
5. Crowd sourcing, Recruitment and Market Research
6. Cross-promotion and Branding opportunities
7. Social Media Monitoring and Quality Control
8. Twitter Campaign
9. Foursquare and Offline Campaign
10.Facebook Advertising
11.‘Earned’ Value / Achievements
12.Mobile Apps

3. OBJECTIVES
• To make sure there is an organic increase in number of ‘Like’s
and ‘People Talking About’ AutoShow on Facebook
• To reach target people in the selected demographic
• Need to change the culture of the page. Make it engaging and
interactive
• To increase participation from the users and engage them in
meaningful dialogue.
• To optimally use Facebook advertisements, in a cost effective
manner, to create a buzz within relevant demographics.

4. FANPAGE CULTURE CHANGE
• Changing the culture of the page from
inactive to very active through aggressive
page content posting schedule & fan
engagement.
• Making existing fan base more active on the
page.
• Initiating 'prompted engagement' by running
a series of contests like Active Hours, Simple
Quizzes, Photo Upload Contests, etc.
• Making sure each comment is acknowledged
and replied back to.
• Making sure we minimize the time taken to
respond through training and assignment of
more community managers.

5. IDENTIFYING & RECOGNIZING
COMMUNITY EVANGELISTS
• Encouraging loyal fans by recognising and
engaging with them.
• Engaging with them multiple times over multiple
days.
• Crowd sourcing for Ideas about page strategy.
• Appointed and Trained Sam McWhirter on
board as the face of the fan community - Official
Social Media Ambassador.
• Inculcated a feeling of community ownership of
the page instead of it being owned by the
AutoShow.
• Having fans eager to answer queries and
welcoming milestone fans even before the
admin responds

6. GAMIFICATION
• Assign and award points for any
interaction on the page.
• Maintain a transparent and public
leaderboard with rankings and
points.
• Highlight and recognise the top
most fans twice a day to
recognise and motivate them and
to seed competitiveness in the
existing fan base.

7. REWARDING LOYALTY
• Identifying and publically
recognising loyal patrons who
have been visiting the AutoShow
since decades.
• Establishing the CIAS, Canadian
International AutoShow as a part
of the Canadian culture. If you
are Canadian, then it's a
ritual/tradition to visit the
AutoShow each year.

8. CROWDSOURCING, RECRUITMENT, MARKET RESEARCH - I
• Getting people's opinion on cars,
brands, type of cars, dream cars,
fuel people use through
advertisement supported polls.
• Asking people's opinion on what
their best memories were & what
they liked most, & promising to try
to exceed and surpass their
expectations this year.
• Asking people their opinion on what
they would like to see at current &
future AutoShows.

9. CROWDSOURCING, RECRUITMENT, MARKET RESEARCH - II
• Getting people's opinion on our offline /
'nonline' advertising & positioning as feedback
for future
• Getting people's opinion on our plans for the
AutoShow and use it to change things that can
still be changed.
• Tapping into the community to recruit Beta
testers for AutoShow's official Mobile App and
Data Capture App
• Discovering and Recruiting volunteers and
entertainers for the official Social Media Booth.

10. CROSS PROMOTION & BRANDING OPPORTUNITIES - I
• Posting as the AutoShow page onto official pages,
both Canada specific & world wide, of major auto
manufacturers & their dealers to engage them.
• Sharing posts related to the AutoShow from these
pages onto the AutoShow page to provide them
better, more relevant & larger exposure.
• Inviting them over for cross promotional activities
& letting them tag the AutoShow page for posts on
their own pages & then liking & commenting on
them as the AutoShow, to acknowledge & add
credibility & provide EdgeRank weight.
• Encouraging them to post directly on our page &
run their contests on our page.

11. CROSS PROMOTION & BRANDING OPPORTUNITIES - II
• Acknowledging self promoting irrelevant
posts on the wall, instead of
hiding/deleting them & asking for a
feature on the poster's own page.
• Approaching them with multiple branding
opportunities, e.g. at upper thumbnail
gallery, featured likes column (now
defunct due to timeline being released
for Pages) to sponsored posts &
sponsored contests.
• Approaching these brands with an
opportunity to feature their products/
cars/offerings on the default Landing
Tab/Welcome Tab/ Fangate Tab for the
new fans.

12. SOCIAL MEDIA MONITORING & QUALITY CONTROL
• Setting up a third party facebook dashboard tool for
real-time social media & online monitoring.
• Setting up HyperAlerts for AutoShow's facebook page
to monitor & supervise all community managers
• Setting up Google Alerts to discover who, what, where,
said something about the AutoShow & doing a
sentiment analysis
• Searching on Facebook for AutoShow related groups,
accounts, duplicate pages, unofficial event pages, logo
being used without permission, community pages with
Wikipedia snippets & following up with owners/
reporting to Facebook to accentuate the official fan
page and official event page.
• Monitor twitter chatter about the AutoShow using
Tweetdeck & Hashtracking and making sure we raise
enough awareness about the official hashtag #CIAS12

13. TWITTER CAMPAIGN - I
• Created a proper schedule to
tweet in accordance with the
content strategy
• Content strategy was to
share and schedule tweets
related to cars, articles from
auto blogs, interesting news
related to cars
• Created the official hashtag -
#CIAS12, instead of
or #CIAS to ensure it is unique, meaningful, easily adoptable, using minimum number of
characters, but does not have alternate context or meaning, so that the conversation is
never diluted by irrelevant tweets
• Conducted ‘RT & Win’ contests to spread more awareness about the official hashtag

14. TWITTER CAMPAIGN - II
• Used twtpoll as a tool to conduct polls on twitter and as a part of our ‘RT & Follow’, ‘RT
& Tweet’ initiatives every other day.
• Acknowledging each and every mention and interaction (follow, favorite) and replying
back with thank you.
• Follow back new followers & send welcome DMs to apprise them of our Facebook
presence
• Join Facebook & Twitter accounts to share information about contests & activities on
facebook page to twitter followers as well.
• Keep track of conversations for #CIAS, Autoshow, Canadian Autoshow, autoshow 2012
& listen and engage people while raising awareness about the official hashtag #CIAS12
• Follow, Engage and retweet AutoShow related tweets from twitter accounts of major
auto manufacturers and dealers
• Live Tweeting at the event

15. FOURSQUARE
• Setting up AutoShow & various exhibits (e.g. Mazda Exhibit, Ford Exhibit,
BMW Exhibit etc.) on foursquare
• Engagement via foursquare through tips, promotions, shares, comments &
check-ins.
• Highlight, feature and incentivize check-ins

16. OFFLINE CAMPAIGN
• Bringing “Like” signs to the offline world, by
encouraging guests to ‘like’ exhibits.
• Engaged ‘social media’ photographers to
capture pictures of guests and upload onto
facebook regularly. Encourage guests to visit
the fanpage and tag themselves. Created ipad
app to share pictures on guests’ social media
real-time
• Setting up and activation of “Social Media
Booth”, to engage guests with AutoShow’s
social media, collect data and give away prizes
• Created mobile apps to collect guest data via
Ipads at the social media booth

17. FACEBOOK ADVERTISING
AD CAMPAIGN
• Reached 99.9% of all targeted
people in our demographic who
were on Facebook.
• Achieved an average CPC (Cost
per Click) of $0.606 for our CPC
ads and CPM (Cost per 1000
impressions) as low as $0.05.
• We have been able to reach all
of these people 'socially' through
'social impressions' i.e. ad
impressions where you see at
least one of your friends name
in the ad, which are 10 times as
effective than normal
impressions we see in 'Reach'.

18. ‘EARNED’ VALUE / ACHIEVEMENTS
INCREASE IN OUTREACH
• The first phase saw an increase of 1297.1 % in number of people talking about the
AutoShow, as well as increase of 20495.1% in Weekly Total Reach.
• The page reached out to more than half a million people.
• The strategy was to create awareness about the page and get more people talking about it.

19. ‘EARNED’ VALUE / ACHIEVEMENTS
INCREASE IN LIKES
• Organic growth in number of likes.
• Steady increase in statistics
• The focus was to maintain a steady growth in reach of the page, keeping the contents
meaningful and relevant.

20. ‘EARNED’ VALUE / ACHIEVEMENTS
INCREASE IN ENGAGEMENT
• There was a shift in the culture of page, people started posting actively as the page became more
interactive.
• The strategy was to engage people in meaningful dialog and making them talk about their likes and
dislikes, so that we have a database that can be used by the automotive industry to figure out sales
patterns & demographics.

21. ‘EARNED’ VALUE / ACHIEVEMENTS
INCREASE IN PAGE VISITS
• The majority of the likes
came from the page itself &
Ads & Sponsored Stories.
• The idea was to get larger
footprint for the page.

22. ‘EARNED’ VALUE / ACHIEVEMENTS
INCREASE IN OUTREACH
• During the second phase, we managed to reach almost a million relevant people in the target demographic.
• Statistics for the final phase are still awaited due to delay in Facebook insights

23. ‘EARNED’ VALUE / ACHIEVEMENTS
VITAL STATS SINCE JOSHI INC. TOOK OVER THE FACEBOOK PAGE
• No. of Fans since Joshi Inc.’s involvement: 7,165
• No. of Comments: 4,993
• Percentage of Engagement: 144.79%
• ‘Earned Media’ Value: $23,131
• Detailed report: https://blitzmetrics.com/dashboard/?account=Canadian-International-AutoShow

24. ‘EARNED’ VALUE / ACHIEVEMENTS
COMPARISON WITH COMPETITORS IN % OF ENGAGEMENT

25. ‘EARNED’ VALUE / ACHIEVEMENTS
TWITTER STATS
• Followers: 4,054
• Tweets: 4,414
• Listed: 64
• Klout Score: 56
• References:
• klout.com/autoshowcanada
• blitzmetrics.com/dashboard/?acc
ount=Canadian-International-
AutoShow

26. ‘EARNED’ VALUE / ACHIEVEMENTS
TWITTER STATS
References:
• twittercounter.com/compare/autoshowcanada/3month/
mixed
• tweetlevel.edelman.com/TweetUserDetails.aspx

27. ‘EARNED’ VALUE / ACHIEVEMENTS
TWITTER STATS
References:
• tweetreach.com/reach?q=autoshow
canada
• tweet.grader.com/autoshowcanada

28. MOBILE APP DEVELOPMENT (IPAD)
Event Contest App
• Created an iPad
app that allowed
people to enter
contests & collect
data at the Canadian
International
AutoShow.
• Social Media
Integration
•TECHNOLOGIES:
XCODE IOS
Development, IOS
4.2

29. MOBILE APP DEVELOPMENT (IPAD)
Event Picture Collaboration App
• Created an iPad
app to take
pictures & share
them real-time via
email & social
media at the
Canadian
International
AutoShow.
•TECHNOLOGIES
: XCODE IOS
Development,
IOS 4.2

30. MOBILE APP DEVELOPMENT
Mobile Site
Created the official
Mobile site for the
AutoShow

31. THANK YOU!