Social Media ProposalYear: 2011

XYZ STEEL

1. Defining our Target Group2. Objectives3. Plan4. Concept5. Approach6. Execution

Table of Contents

TG: Youth Defining our Target Group

What Do They Like?Defining our Target Group

How Do They Spend Time Online?Defining our Target Group

India

Campaign Objectives

1. To raise awareness(particularly amongst the youth) about XYZ’s values

2. To change perception about XYZ to a more “Youth Oriented” brand.

Objectives

Plan

1. To create an impact by developing platforms where our TG can share their views/opinions.

2. To engage people in conversations and exchange of Ideas, Thoughts and Values.

Plan

“A” Value – Abled

Community

Concept

“Values” Concept

Of “Values” & “Perceptions”

To achieve the desired objectives of informing our TG about “Tata Steel” values and changing their perception of “Tata Steel” as a brand we can follow either of the following two approaches

1. Top-Down (Values First)

2. Bottom-Up (Values Later)

Approach

1. Top-Down Approach (Values First)We will start with our Values as the core, inform our TG about them and move towards changing perceptions by undertaking various activities and campaigns

Values Forums/Groups Engagement Perceptions

2. Bottom-Up Approach (Values Later)We will start with our Values as the core, inform our TG about them and move towards changing perceptions by undertaking various activities and campaigns

Alternate Events/Platforms Engagement Perceptions Values

Top-Down Approach

The “Values” Triad

Values

Present

PastFuture

“Values” Concept

The values of an organization or brand can be broken down chronologically into the following Categories

1. Past Values: Our history/Legacy.2. Present Values: Our Current Roles3. Future Values: Our Responsibilities for Future

Present

Focus on Values of XYZ Steel thatresonate with the values of the Youth

Build around their Immediate Roles & Concerns

Platforms

Value-abled Community

Microsite

SNS

ORM

Blog

Values of today’s youth

This Approach is about interaction with the Youth and asking them about their values; mapping them and then rewarding them with the resources to implement them or adopt them and then propagate them

?Know Evaluate Reward

Values of today’s youth

Conversations

Ask users’ concerns and aspirationsSeek their advice on various situationsEncourage discussionsDiscuss Family values and Culture

Contests : Share Your Passion Ask users to submit their passion. The best five entries will stand a chance to get resources to implement them.

IDEA SMITH

Join Prove Interact

Scholarships Fellowship

Values for Community

Iube Inspire. Ignite. Initiate

A repository of Knowledge: Offline and OnlineEvent Knowledge WorkshopsCurated Content on Web

Blogging Contest

Take up a cause in one’s community .Try to solve it. Present the paper.Winning entry gets funded to implement it.

3

PastOur historyLegacy

Rewind the Past

ExperienceLegendsAchievements

Learn from ExperienceThis approach is based on the idea of that we learn and evolve from the mistakes and experiences of the past, instead of stigmatizing them, and use it as a stepping stone for a better future.

Conservations around experiences and decisions in the past that didn’t work out which have proved to be a fruitful learning step. We aim to encourage failures as a ladder for success

Remember the Legends

HIS-STORYRespecting our legacyProfiling legends from the past. Know their storyInteractive quiz

I had a dream to touch the skies. My ideas were given wings when I was issued the first PQR STU

in India in 1929. I founded “XYZ Airlines” in

1932 which was the predecessor of what is today India’s National

Airlines

SAMPLE QUESTION- QUIZShe became the first woman engineer in ABC after she wrote a letter to XYZ complaining about the gender bias in ABC. Who?A) KMSB) PWC) SMD) IN

LandmarksHighlighting the landmark achievements in the history of XYZ including those outside the realm of business such as women empowerment, rural upliftment, environment protection initiatives etc.

Highlight Achievements

Sketching/Doodling Contest- Invite entries of sketches relating to personal achievements

Future

Our Responsibilities for Future

TALKAsk the youth about the idol(s) they want to emulateTheir career pathInspirations behind their aspirations

Aspirations

Career-DayMake a group of virtual managersGive them real-world company/managerial situationsSeek solutions

We give the audience the opportunity to get into the shoes of a teacherSelect a topic to discuss eg. tips to be a good debaterBook a spot on the calendar and share it with the online community

Aggregate and Educate- The Classroom

Range of Topics

Vocations

HobbiesOn-

ground events

Skills

Bottom-Up Approach

As the name suggests this approach will work Grounds-up starting with alternate events/platforms online which the youth can relate to and work up towards changing perceptions and informing them of our brand values.

Bottom-Up Approach: Values Later

To engage the youth we need to leverage on the intersection of the attributes/products of XYZ Steel and those that the youth of the day can relate with. For ex: In Lifestyle, XYZ Steel attributes/products the Youth could connect with cars, watches, gadgets and Luxury apartments

XYZ STEEL YOUTH

• We can choose one of the following two types of campaigns for Social Media

1. Cause Related (A group/community issue)

2. Interest Related (One’s likings/interests)

Social Media Campaigns

Cause Related campaigns are a great way for a

brand to associate themselves with a prevalent issue or sentiment. Here we can own a cause driven property online which recognizes the good work people put in to make some change.

During the time window when the campaign is

active we’ll promote the campaign using a 360 degree approach and seek more participation. Post that we will create content based on the entries, share

interesting case studies to create awareness and sustain interest.

Social Media Campaign: Cause Related

Show Us Your Metal Campaign:

An online campaign aimed at inviting young people to share their stories/incidents when they took an extra step and did something brave and made an impact in their or someone else’s life.

Cause Related Campaign

Execution on Social Media

MicrositeShowusyourmetal.com

Facebook YouTube

To execute this campaign online we would need

1. Microsite: An independent microsite build around the campaign in which users and groups can share their “metal stories” of courage and conviction and others get to rate them.

You can also nominate people/groups who you think have done something exceptionally brave/courageous.

Execution on Social Media

2. Facebook: Apart from promoting the campaign on Facebook we will share stories of other people who went ahead despite odds and did a great job as sports persons/entrepreneurs.

Some of these folks could be directly impacted by XYZ Steel’s programs. We will also about such idols from previous generations.

3. YouTube: Interesting interviews/behind the scenes type videos about the entries can be shared to promote the campaign and seek more participation

Execution on Social Media

Interest Related campaigns are one of the easiest ways for a brand to generate an instantaneous connect with its TG. We have to choose a “Social Media Object” that the youth can relate to.

Metal/Heavy Metal is a niche genre that a lot of today’s youth can relate with.

We will start with a campaign around metal Music and over a period of time extend it to match/reflect the values of “XYZ Steel”

Social Media Campaign:Interest Related

• The School of Metal or Metal House :

Interest Related Campaign

METAL

• An online community oriented campaign which will start grounds up from various Social Networking platforms and eventually go offline. This campaign will also help in changing the perception of ‘XYZ Steel’ amongst the youth.

The School of Metal

Facebook(School of Metal Page)

Blog YouTube

• 1. Facebook: A customized facebook page will be created. Themed tabs will be used to create interactivity. Apart from promoting the campaign we will share interesting content around metal music such as popular trends, trivia etc. We will also do various activities/contests to drive awareness and engagement

Execution on Social Media

2. Blog: A metal music blog will be a one of its kind web property for metal lovers from India. We will discuss various bands and performers from this space, share interesting videos and build a community of passionate metal fans.

3. YouTube: Interesting interviews/behind the scenes type videos about the entries can be shared to promote the campaign and seek more participation.

Execution on Social Media

Thank Youwww.shack.co.in

Disclaimer: The name XYZ Steel is purely fictitious and is used only for indicative purpose. Resemblance of the name to any corporation is purely co-incidental.