Strategy

• Hashtag
• Live Tweeting
• Replies & ReTweets
• Content Seeding

Hashtag

• Every Sunday a show specific hashtag was created
• This hashtag was introduced as soon as the topic was revealed by Aamir Khan on the show
• Each tweet carried the show specific hashtag which prompted twitter users to adopt in their tweets

Live Tweeting

• We looked for conversation hooks during the episode which was used as a means to engage users
• It was one of the principal component to higher engagement and conversation with the twitter user

Replies & ReTweets

• Replies and retweets formed the bulk of the conversation when it came to increasing reach and virality
• Replies included responses to generic show related queries, specific responses around the issues being discussed and acknowledging user feedback on the show
• Retweets were basically done to push virality and reward users for their participation which made them loyal to cause by making them return every week to engage with SMJ
• Retweets and replies were also done with the idea of increasing conversation/responses by using one users opinion and having others respond to it

Content Seeding

• Using pictures of Guest on the show in tweets
• Sharing Infographics in tweets
• Sharing link of Full episode & Episodic song after the show is over in tweets

Impact

• All episode related hashtags was top trending topic every Sunday (6th May to 29th July)
• On 1st episode 9 out of 10 topics on twitter trends were related to the show
• Hashtag/Topics related to 1st 5th & 6th episode trended worldwide on Twitter
• Many episode had very strong conversation which was evident as show related hashtag continued to trend on the next day of show telecast
• One of the fastest organic increase in the no. of followers on Twitter
• The buzz on twitter for 1st episode(Above 15K at peak) was higher than Apple's i-Pad 3 announcement (Above 10K at peak) on March 9, 2012 as seen through "iPad" Tweets*.