wedoria

In next 109 minutes

We will

Analyze the Brand

Evaluate the Tasks & Objectives

Design the Strategy

Draft the Content

Why are we here?

Is it a bird? A plane? Or Superman?

What’s Wedoria all about

Wedoria

Who’s an Wedorian?

Alex, 30, Journalist, Huffington

Lila, 29, Post-doc @ Stanford

Adrian, 35, Script-writer, Broadway

Della, 28, Student @ Harvard

Doesn’t seek undue attention.

Drives a bicycle whenever possible.

The wardrobe is divided into a casual and a formal.

Tries to blend in with the ambience.

Doesn’t display false chauvinism.

How does a Wedorian look like?

After an early exposure to duality of life, right mix of

values is what drives a Wedorian primarily.

A need for the right network and a constant search

for it is the secondary driving force for a Wedorian.

What drives a Wedorian?

Wedoria was born because of the sheer need for it.

Wedorians believe they are the key to hidden doors

called opportunities.

Why/ How Wedoria formed?

which Wedoria claims to be their reason for being

born?

The networks that exist around us today doesn’t have

a purpose.

Wedoria gives a purpose behind the existence of every

Wedorians.

Their claim is thus, dutifully correct.

Is there a real need-gap crisis

Our tasks ahead

Wedoria

Understand the real psyche behind Wedoria’s existence.

To provide with a successful digital marketing-communication

launch plan

Implement and monitor all the decided launch plans.

Re-strategize / Re-group if needed.

Defining the objectives

Wedoria

The primary objective is to create a perfect sync between the need-gap

and the existence of Wedoria.

While we know that our prime target is the 1st world market,

specifically US, we need to identify relevant geographical,

demographical, cultural and educational hubs which would be

appropriate.

Create relevant online and offline campaigns to reach Wedoria to the

desired group

Bottomline

Wedoria

This plan includes the tactical objectives to be used to accomplish the

following social media goals:

1. Increase inbound leads at a low cost

2. Expand reach of thought leadership content

3. Engage and excite influencers

4. Better understand, identify, and engage potential TG

5. Improve TG service and satisfaction

6. Enhance outbound campaign program effectiveness

Wedoria

Time for the strategies, but before that let’s analyze our strength!

We are certain about, who are we talking to

We know how we will reach ourselves to a wider audience and gain

maximum popularity.

Time to start building strategy

Wedoria

The Social Media marketing strategy is implemented in 4 phases:

Phase I - Assessment and immediate action

Phase II - Growth and Effectiveness

Phase III - Enlarged Social Sphere – Leadership

Phase IV – Paid Campaigns

Short term

Long term

Wedoria

Phase I - Assessment and immediate action

We will be tapping into the relevant colleges of US.

By the word ‘relevant’ means who house the creators but does not

necessarily come under the top bracket.

.

San Francisco Art Institute

Reasons: SFAI has been the epitome of USA culture and history for

the last 140 years. The illustrious alumni and current faculty that it

boasts of, makes it one of the esteemed Institutes in the world.

.

San Francisco State University

Reasons: ‚San Francisco State University consistently ranks among the

top 50 master's–granting universities in the west by U.S. News &

World Report. SFSU has one of the top ranked Engineering Schools in

the world by Business Insider.‛ - Wikipedia

.

San Francisco College of Engineering

Reasons: ‚The college is committed to the philosophy that the best

education of its students comes through involvement in research and

the solution of real-world problems.‛ – Official website

absolutely in sync with what Wedorians think!

.

We will tap into the relevant festivals across USA.

Festivals that constitute our primary TG: the creators, the disruptors,

the innovators, the early adopters

.

Comic Con, San Diego

Reasons: According to Forbes, the convention is the "largest

convention of its kind in the world‚. In 2010, it filled the San Diego

Convention Center to capacity with more than 130,000

attendees which makes it the fourth comic convention in the world for

number of attendees, after Comiket, Angoulême International Comics

Festival and Lucca Comics and Games.

.

Absolut Chalk Street Painting festival, Pasadena, CA

Reasons: World’s largest street painting festival with over more than

600 artists converging annually, this is one event which needs to be

tapped into.

Robogames, San Francisco

Reasons: RoboGames is the world's largest open robot

competition (according to the Guinness Book of World Records).

RoboGames was selected by Wired for their list of "The Best Ten

North American Geek Fests".

.

No pants subway ride, San Francisco

Reasons: No Pants has grown from a local prank to world’s largest

celebration of silliness. And it all started in US of A. And it sees a

collaboration which is weird yet honest. Wedoria should acknowledge

that.

.

Lovevolution, San Francisco

Reasons: The largest single-day electronic dance music event in

America, SF LovEvolution is an integral part of the cultural fabric of

San Francisco.

.

We shall start talking to the relevant networks of colleges that house

our target group

College networks

Key influencers

Alumni networks

Alma Maters

They will be discussing about Wedoria

.

We shall start talking to the international collaborators who helped

Wedoria form its final shape.

These collaborators, who have been a part of Wedoria’s journey, will

now be official mouthpiece at their personal levels.

.

International social media and digital media strategists are to be

tapped.

Wedoria will reach out to them in a bid that they start talking about

this new planet.

.

We have to immediately start at this juncture a beta-testing ground.

The beta-testing will enable a niche user base and help in turn help

the WOM grow exponentially.

.

We will host a boot-camp, something like a Hackathon.

People will come with their own devices and log on to Wedoria.

It will be a personal exercise; something which will give a taste of the

real meat to the users.

.

We will create a transitional phase between the short term and the

long term strategies at this point.

We shall now prepare to penetrate the social and digital media with

our content with

Wedoria.

Wedoria

Phase II – Growth & Effectiveness

We shall define the entire marketing initiative into 3 broad heads

Official facebook account

Official twitter handle

Official YouTube channel

The Life Network’s official website

What will be the owned media

components?

Insert strategic objective

Share a mix of relevant links, engaging content,

Videos, and polls

Make sure you promote upcoming events and create them in the

events tab

X posts per day

Engage with influencers

Facebook: possible strategy

Promote content through Twitter

Segment influencers and create lists

Utilize promoted Tweets

Communicate support issues from Social Media to support team,

ensure follow-up

Listen to relevant conversations

Build reputation

Micro-blogging/Twitter:possible

strategy

Capture and produce videos

Peers and influencers groups currently part of ongoing activities

You Tube:possible strategy

Official twitter handle

Official Wedoria blog

Widgets

What will be the earned media

components?

Twitter as an earned media will be a hetero-media for Wedoria.

The media will amplify the message about Wedoria and create /

generate buzz across several strata.

What will the earned media be

talking about?

The official blog as an earned media will update bloggers on a regular

basis about all new thought leadership and new products

Interact with (plus interview, video, etc) at all relevant marketing

conferences and local events

Contd.

Discussion campaigns will be carried on professional platforms like

LinkedIn and niche social networking sites like Ning et al.

Create a group

Insert strategic objective

Add something about posting content to the LinkedIn company

page

Identify other groups to follow and participate

Encourage employee participation

Monitor and participate in Q&A

X posts daily

LinkedIn will host discussions in the

form of.

Create boards leveraging both content and

company culture

Follow other businesses, thought leaders,

customers, and partners

Strategy in a nutshell: Distribute as much as content

regularly so that it can be reflected in Page Likes and

more engagement on the Page and more traffic.

Pinterest campaigns

−−Optimize for SEO

−−X posts per day

−−Share engaging content, videos, images, and

relevant links

−−Comment on posts

−−Utilize Google Hangouts

−−Create and promote upcoming events

Google + Strategy

Beta testing will continue throughout the short and long term

phase of the campaign

Wedoria

Phase III – Enlarged Social Sphere - Leadership

Wikipedia page is to be launched at this juncture

A mobile app is to be launched

We shall call it Purpose.

Lets see how it may look.

We can also explore pre-loaded Wedoria app options through

handset tie-ups (Nike app comes pre-loaded with iPhones),

bluecasting (say a tie-up with starbucks).

Welcome screen of the app! It will be a mobile / hybrid app.

The app asks for the user’s purpose in life, say film-making.

The app will show the user

desired / possible

collaborators / mentors who

can help her / him fulfill the

purpose, say film-making.

The app will then show the pathway to her / his desired personality through the proper network.

The Life Network to fulfill the purpose will be shown to the user

A social book-marking app like Delicious, a photo SM like

Flickr, video SM like Vimeo and idea SM like Slideshare

should be introduced at this point.

Phase IV- Paid Campaign

Wedoria

Facebook ads*

YouTube True-view ads

Google Display Networks

*Facebook campaign will be 100% paid. Any organic growth will be

welcomed.

What will be the paid media

components?

The paid ads will be contextual based.

Also, the paid campaigns will not be search-based due to its highly

competitive nature.

Let’s get to know more on the paid campaigns.

What will the paid media be

talking about?

Facebook ads: Options

Sponsored Stories

Page Post or Promoted Post Ad

Advertising an App or Event

Sponsored Results

How will the paid media adds

shape up?

Interest based

City based

Age-group based

Network based

Facebook ads will be of primarily

4 types

YouTube ads will be True-View ads.

It can be in-stream or in-search.

Traditional pre-roll ads will not be considered.

You Tube

References

GDN ads will be of two types:

Demography based

Profiling based

Ad inventory purchased through GDN will be a mix of site opt-out

and site-wise ad inventory purchasing.

How will the paid media adds

shape up?

Sites with high CI* but low CPMs* will be considered over sites with

high CI and high CPMs.

CI = Composition Index

CPM = Cost Per Mille (Thousand)

Contd.

Audience-buying would be both

Interest based

&

Content based

Contd.

POEM works in a symbiotic and synergetic manner.

Short term

strategies

Short term objectives -

• Update bloggers on a regular basis about all new thought leadership

and new products

• Interact with (plus interview, video, etc) at all relevant marketing

conferences and local events

Key Metrics:

• Usage of widgets (by count)

• Posts/mentions about social widgets offsite

• Referrals from offsite widgets (if any)

Widgets:


Post key thought leadership to:

• Reddit

• Digg

• Stumbleupon

Participate in communities:

• Review blog sources to identify additional bookmarking sites that

may drive traffic

Key Metrics:

• Referrals from bookmarking/tagging sites

• Pages ranking on key terms from bookmarking/tagging sites

• Views and submissions

Bookmarking/Tagging


• Add a social element to every campaign to expand reach and increase engagement

• Share videos, reviews, ratings, and polls

• Use promotions and contests to spread your message like refer-a-friend and flash

deals.

Key Metrics:

• Social profile data capture

• Social reach

• Impressions

• Social activity and conversions

• Influencers and fans

• Campaign performance and ROI

• Trends over time

Peer to Peer Social sharing apps

Short term objectives –

• Participate on relevant message boards, blogs, and Q&A platforms

• Provide insight and thought leadership within your comments

• Only include a link-back when relevant

• Work positive comments into your posts and then follow-up with a more detailed

plan

• Focus on building relationships

Key Metrics:

• Increased brand awareness on influential blogs

• Link-backs and referring traffic

• Influencer mentions'

Q& A / Community Forum


• Update videos on social video sites and link to

core site

−−YouTube

−−Facebook

• Create video series for YouTube

Key Metrics:

• Referrals from social video sites

• Views of videos on social sites

• Pages ranking on key terms from YouTube

Online video


• Encourage employees to share any interesting and marketing relevant photos from

social marketing or sales events

• Take pictures of any relevant marketing events

• Utilize photo sharing sites to share images with links back to blog and core site

−−Flickr

−−Facebook Photo Gallery

−−Our Blog

−−Google Plus Photo Albums

Key Metrics:

• Referrals from photo sharing sites

• Views of photos on social sites

• Pages ranking on key terms from photo sharing sites

Photo sharing


• Create list of podcast directories

• Repurpose webinar content when applicable for resource section, promote through

podcast directories and iTunes

• Record relevant phone conferences for use as podcasts, promote through podcast

directories

Key Metrics:

• Referrals from podcast directories

• Views of podcasts if hosted on podcast sites

Podcasting


• Create X Slideshare presentations per quarter

• Post webinars, slide decks, infographics

• Optimize for SEO

• Generate views and leads

Key Metrics:

• Followers

• Presentations

• Presentation views

• Number of leads generated

• Total views

• Downloads

• Favorites

• Tweets

• Facebook likes

Presentation sharing

Long term

strategies

Once we are through with the beta-testing and soft

launch, we will start with keyboard tracking, mouse

tracking and eye-ball tracking.

Click-tracking system to be purchased and monitored internally; a

pre- cautionary measure to cross check with the publishers.

Extensive keyword search and optimization will happen as a part of the

long term plan.

It is easier said than done. However,

this is a view from the Crow’s Nest.

Summing up

When the initial social and digital media activity is complete, regular activity must

be sustained according to the social media marketing plan.

Summing up

Phase IV- Content – Our Arsenal

Wedoria

Infographic Animation: Straight up

Cool infographics

Brand Film storyboard: Philosophy

Contd.

Shorts: Values & Purpose

Contd.

Skewed shorts: Need

Contd.

An exclusive ‘Purpose’ channel

Graphic novel series.

How do you fight

questions? how do you

create answers? How do

you build solutions?

You fight questions with visions. For

answers, you ask friends.

For solutions, you collaborate.

We at Wedoria think its a synergy.

Meet Mr.W for your purpose in life

Purpose Lab through branded

content

Games

A game will be developed that will help an online avatar of a person achieve her / his dreams

through realizing the purpose.

Contd.

Embedded Music Videos

Key insight for audio visual

Bicycle

Green

Innovation

Sports

Hash

Dropout

Leadership

Ivy league

Creative

Active

Involved

Q R Code marketing

Intelligent usage of IVR

Location based advertising

Wedoria spokespeople

To serve as online ‚voices‛

Spokesperson’s duties

Make each spokesperson responsible for one to two blog posts a week

(200 to 500 words each) that fall under one of the categories above (News,

Opportunities, Events and Resources), or:

• Repurpose older content

• Respond to issues in the news

• Cover and comment on events

Bottom-line

What’s next: How we do it

At the time of campaign initiation, we will identify the most popular industry sites

and define activities involved in the campaign that would produce the desired

results.

We will determine the overall direction of the campaign. We will develop a

complete story; identify the primary messages, themes and topics of discussion.

We will identify all participants; develop profiles & biographies and the

responsible of each participant. We will set goals and objectives, and time lines for

each.

Determine Social Media Strategy: Review the Client the short term and long goals

in using social media. Create an overall plan for initial and on-going social media

activities and responsibilities and for key messaging strategies.

We will use the network of

We will monitor

Keyword tracking

Keyboard tracking is also known as keystroke logging, and more often

keylogging.Keyboard tracking can be used in a number of ways to keep

track of what others are doing on the computer.

Sentiment analysis and reports

Create reports on the number of posts, comments, level of engagement,

most active fans and sentiment analysis.

Web traffic monitoring

bounce rate, demography, campaign measurement, remarketing, SEO

Social media engagement

Competitor keyword analysis

Contd.

Auto-moderation

No need to constantly check your wall comments. Unwanted posts and spams will get

deleted automatically.

Workflow management

An easy to use set of workflow management tools that helps assign moderation

responsibilities within your team.

Create Email Alerts

Administrative email alerts are sent every time a keyword on your watch-list is

mentioned.

Investment in Social Media will become a necessity, not a luxury

Google + will become a major factor

Image-Centric networks will see huge success

MySpace, Love it or Hate it, will grow

LinkedIn will become a major player for B2B business growth

Top 5 Social Media Marketing Trends

that Will Dominate 2014

Digital media management is an investment; not an expense

Moral of the story

What we are bringing to the

table

wedoria

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