yrals social media solutions deck
DESCRIPTION
TRANSCRIPT
Digital MarketingThe Future is Now!
Social Media in India
86+ MillionActive Online Users
15%Growth rate
61 : 39Male : Female Ratio
• IDENTIFY platforms frequented by their Target Audience & create engaging properties/ opportunities around them
• BUILD a relationship with them by providing them with a comfortable platform and engaging content
• EDUCATE them about the Brand thereby engaging with them
What should a business do on Social Media?
Our Objective
1. Effective and Comprehensive brand presence across relevant Social Media sites
2. Reach/Awareness amongst relevant target audience across all social platforms
3. Build effective engagement with our community bya) Further reach, andb) Give product experiences
4. Better PR (ORM) & customer relations – 5. Eventually meet business objective of increasing online
enquiries and walk-ins.
Touch Points on Social Media
PlacesPlaces
WikipediaWikipedia
Social Video and Image Sharing Sites
Social Video and Image Sharing Sites
Social NetworksSocial Networks
Review SitesReview Sites
Micro-blogging toolMicro-blogging tool
All social properties will be linked with the brand
website
Yrals’ Social Media Campaign is segmented into 2 Phases
Activation and
Monthly Maintenance
Activation on Social Platforms
• Facebook– Page Creation– Info Optimization– Cover Photo– Profile Picture– Content Plan– Sample Updates
• Twitter– Profile Creation– Info Optimization– Background Image– Profile Picture– Sample Tweets
*Activation will be an independent 14 day orientation and set-up period, before commencement of the monthly social media deliverables
It will entail a one-time cost Rs. 8,500, and is negotiable as per the status of the client’s existing activation on the mentioned platforms
Activation on other Social Platforms
• YouTube– Background Theme– Upload Videos
• Local Activation Sites– Google+ Local– Four Square– Justdial
• Listing Sites– Just Dial– Ask Me
• Image Sharing Sites– Pinterest
• Review sites– Claiming on Zomato– Claiming on Burrp– Sample Reviews
Deliverables on
Building Reach via Content (Daily Updates)
Delivering content that is:
Engaging and Interactive
• Updates that caters to different TG mind-sets
• A strategy that helps promote, network, communicate,
collaborate and accomplish more with your business,
online.
Social and Viral
• Images, Videos and Links that bring out various aspects of the
Product/Service
• Incorporate ideas like memes, DIY ideas and Tips to enrich
the community
• Light puzzles, quizzes and games that lengthen the reach of
your content via social sharing
Refreshing and Recent
• Share current events and milestones to humanize your
brand
• Adopt a tone of Communication that should be
conversational, insightful and pleasant
Core Thought
Brand Product Updates: New range,
offers, discounts, features, etc.
Design and architecture of Indian Heritage
(Forts, Monuments, Palaces, etc.)
Houses of famous Personalities (Antilla,
Oprah Winfrey’s house, SRK’s Bungalow)
Accessorize your Home during occasions
(Seasons, Personal Dates and for Guests)
Merging of Different Cultures in Urban
Homes
Design of the week: (Once a week, we will focus on a
particular theme. E.g. Plants inside homes, Antique
Furniture, etc.)
Activities with your Family at Home
How to use the right combination of
elements in an allotted space
Sample Content Plan
• Updates or communication will purely be around playing with different spaces, using the right combination of elements (Tiles, stones, wood, etc.) to make your house look pleasant.
• Also, educating user’s about the different types of linen, artefacts, decorations, etc. will be part of the Mandate
Approach 1: Indian Architecture
Sample Updates - Kitchen and Table Linen
1. Tip of the Day: Thе addition οf matching terrines, serving platters аnԁ dishes саn bе very effective. Matching oil аnd vinegar bottles, sauce аnd gravy boats аnԁ salt аnԁ pepper pots mау аƖѕο bе selected. It саn bе very attractive tο ѕhοw a full set οf matching crockery :D
2. How Small is your Kitchen? Probably just enough for a person to squeeze in? Well then check out the circle Kitchen! This will truly amaze you
3. The most commonly accepted reason for holding a wine glass from its stem is to avoid fingerprints on the bowl, and to prevent the temperature of the wine from being affected by body heat.
Approach 1: Indian Architecture
Sample Updates - Bathrooms (The one place where you enjoy your personal space)
1. Add a Lovely Water Curtain in the Bathroom. It looks beautiful! Don’t forget to add a nice Mat just outside your Bathroom. That’s our @Home Tip of the Day.
2. While designing a Bathroom, however small the size maybe, it is important to separate the dry are and wet area of the Bathroom. It helps keep it clean and Tidy
3. An Aqua Blue Bathroom set makes your space calm. Your Basin looks neater and all your washroom necessities have a place to reside in
Approach 1: Indian Architecture
• The idea will be to showcase the true beauty of Authentic Indian Architecture and how to implement glimpses of it in your own house
• Image Updates, Polls, Suggestions, Discovering ancient India is what the Content will revolve around
Approach 2: Historical Indian Design
Sample Updates• Mughal Architecture is a rare combination of
Islamic Art and Indian Art. You can actually bring this form of Art in your House. Start with 2 simple elegant single sofa’s and add a vintage table to suit its taste! You can add stone pillars next to sofa’s to add more zeal!
• The image is of a typical Mughal style Room Design. The Beds are low and has a bed ceiling to it. The Tiles are raised where the bed is placed and authentic in its design. Care for a similar room in your house?
Approach 2: Historical Indian Design
Sample Updates
• Catch a Movie @Home with your Folks and Children and enjoy your Sunday Afternoon. While you are it, ensure the room is dimmed and at max there is a floor lamp to keep the room lit . Let us know your experience
• Surprise your Spouse with a lovely Candle Light Dinner. So we have something for you to offer. If your anniversary falls in this month, then we @Home will ensure that you get a 50% offer on our Candles and Stands!
Approach 3: Congregation of International Design
• Ads help driving relevant contextual traffic to your Fan Page
• A well targeted base result in fans that are highly active and engaged on the page
Increasing Fans Every Monthvia Facebook Ads
Demographic Targeting1. Age2. Sex3. Family Size
Geographic Targeting1. Country 2. City 3. Town
Psychographic Targeting1. Activities2. Interests3. Education
Demographic Targeting1. Age2. Sex
A sample size of how many people we can reach using Facebook Ads.
A sample size of how many people we can reach using Facebook Ads.
Sample Ad Targeting
Customized Cover Photo
Customized Cover Photo will be in sync with brand guidelines (any new
launch / promotion will be communicated)
What applications would we run on
Free Application Month 1:Store Locator
Concept• A locator is imperative for a brand to have on Facebook, as it shows the
location of each property, with its respective address and phone info• Replicating features of Google Places by adding reviews below the map
is something that is also done to generate value
1. Facilitate Fans to locate your properties2. Social Media promotion3. Increase engagement on the page4. Increase Enquiries and Walk-ins
Objective
Client reference..
Free Application Month 1: Product Tab
ConceptA Product Showcase Tab allows users to browse through high definition images of all your products along with aspects like specifications/ benefits/ price/testimonials etc.
It will also include social sharing features including the Facebook Like & Share button along with a Comments Box Below the tab
1. Social Media Promotion2. Increase the number of Fans3. Increase interaction and engagement on the page
Objective
Client reference..
Free Application Month 2: Invite Friends Tab
ConceptA tab which allows fans to Invite their Friends to your page.
On clicking the Invite Friends button, fans will be shown a window that provides the option to select all friends that they’d like to invite to your page.
After inviting, the invited friends will get a message notification from the fan saying that they have invited them to the page, along with a link to your fan page
1. Virality2. Increase the number of Fans
Objective
Client reference..
Free Application Month 2: PR Tab
ConceptA Tab where thumbnails of the Brand’s Press articles/Print ads will be showcased on a virtual magazine rack.
On clicking on a particular thumb nail, an overlay of the actual ad/article will appear, which users can then consume.
1. Offline-Online Media Integration2. Awareness and Recall
Objective
Client reference..
Free Tab Every Month:Offer/Event Tab on Facebook
ConceptA static application tab to make users aware of your latest offline offers
These tabs can have a small ‘voice over’ playing in the back-ground telling what exactly that offer is about
1. Social Media Promotion2. Increase the number of Fans3. Increase interaction and engagement on the page4. Increase Enquiries and Walk-ins
Objective
Client reference..
Sample Custom Application Ideas: Social Loyalty Program
Referral Application where users will be awarded points and in turn be gratified with merchandise / gift-vouchers etc.
They will need to execute Social Tasks in order to be awarded the points such as
1. Inviting Friends to the Fan Page
2. Posting custom Status Updates to their wall
3. Tag themselves and their friends in the images and Get Points
4. Completing Tasks (Quizzes, FAQ’s, etc.)
Concept
User adds Application and grants relevant permissions
User lands on the Info Page of the App with instructions on activities, prizes and points redemption
User jumps into one of the many activities to earn points
Activity 1Invite Friends to the Fan
Page
Activity 2Post Customized ‘Updates’
Activity 3Tag yourself in the images and
videos
Activity 4Answer a simple question.
(Style Related)
In engaging in different activities, user will be awarded points
User will get to check his points on his My Page
User can redeem prizes, merchandises, gifts, etc. by redeeming the earned points
User will share the application (Each Activity to friends)
Application Flow
Client reference..http://www.youtube.com/watch?v=WjEq5p7TxgQ
During certain festivals/national-global events/ religious occasions, Yrals will suggest Contest Ideas on Facebook which will be aimed at creating buzz around the occasion and the Brand with an objective to show their patrons that they’re always looking for innovative ways to appreciate and reward them.
Patrons/Fans will be rewarded based on the extent of the effort they make in bringing more people to participate with the App and in this way promote the Page and, more importantly, the Brand.
Check out screen shots of an App we recently created and promoted for ‘at home’ for Women’s Day.
Sample Custom Application Ideas:Event/Occasion Based
Concept
Client reference.. Step 1Like Page and Register For Application
Step 2Select a Friend
Client reference..
Step 3Type in the Reason for Choosing Friend
Client reference..
Step 4Invite Friends to accumulate votes
Client reference..
Step 5 Auto-Post on Nominer’s Timeline
Client reference..
Deliverables on Twitter
• Frequently tweet to reach out to potential customers in a way that humanizes your brand
• Listen and act towards suggestions, feedback and concerns of potential customers
• Tweet about brand value proposition and bring out USP’s
• A certain set of tweets must be in line with Trending Topics on Twitter and must also adapt to current events
Tweets
Tools such as Advanced Twitter Search are valuable in identifying and reaching out to ‘Tweeples’ who are tweeting content related to your product.
Selection of Keywords/Phrases is carried out based on: Brand Industry Target Group Competitors
Upon selecting, a customized tweet with the @mention of the user’s handle must be posted so he/she is aware that we are conversing with him/her.
Advanced Twitter Search
Customized Background
Customized Twitter background will be in sync with brand guidelines (any new
launch / promotion will be communicated via backgrounds too)
Promoting Videos on YouTube
Approach
•Setup Brand YouTube Channel/Account
•Upload existing videos with relevant Names, Tags and Description
•Increase views by a certain minimum number every month, by seeding video links through promoted messages on Industry and TG relevant Social Forums and Communities.
Sample Promotional Messages
Hey did you check out the new Garnier Pure Active Ads, really innovative way of talking about blackhead removal strategies, check this out
Woahhh…..a perfect example of the ‘Desperate times calls for Desperate measures’ saying……a really cool way of advertising Blackhead removing scrub
If you’ve ever done crazy stuff to get rid of your blackheads, then you’ve got to check these videos out….simply hilarious……check it out
I have never done something as wacky as using sandpaper to get rid of spots on my face…...you guys need to check out Garnier’s new Pure active commercial
Sr.No Site Name Site Url Facebook UrlMembe
rs
1joshi daniel photography http://joshidaniel.com/ http://www.facebook.com/joshida
nielphotography5,332
2 Fitnesolution http://dreamfit.blogspot.com/
3 Zeenat Style http://www.zeenatstyle.com/ http://www.facebook.com/ZeenatStyle
12,323
4 99labels http://blog.99labels.com/ http://www.hs.facebook.com/99labels
1,73,239
5High Heel Confidential http://www.highheelconfidential.
com/http://www.facebook.com/pages/High-Heel-Confidential/142231475817206
2,037
6 Style Up Your Life http://styleuplife.blogspot.com/ http://www.facebook.com/styleupyourlife
712
Sample Forums and Communities
Customized Background
List your properties on Google+ Local and other listing sites
• Google+ Local enhances the Google Ranking result of your brand.
• Helps people navigate to your location not only through web but also through mobile i.e. when you’re on the go.
• Provides option to write reviews and add photos of the place. • Hence, even if someone was only searching for your location,
they would also come across others’ reviews of your brand as well as location/food shots of the place.
Google+ Local
An example of Gelato Italiano
Foursquare
• Users check in at venues using a device-specific application by selecting from a list of venues the application locates nearby.
• Each check in awards the user and that update gets posted on his facebook profile, which can be seen by all his friends.
• The user can search for a nearby cafe in his locality on all devices like blackberry, android and iPhone.
• He will get the relevant map on his device.
Step 1
Preview..
• Once the user finds Visionnaire, he can directly check in through his phone.
• When the user checks in for the first time, he gets a free beer on that day. When he checks in for the second time, he gets a complementary dessert on that visit. This offer can be continued further to encourage the user to visit the cafe again and again.
Step 2Preview..
Applications like foursquare are
extremely popular and a great way to have your patrons promote their
presence at your establishment to their
friends.
Preview..
Friends Special - You can set a minimum number of foursquare friends a user needs to check-in with to unlock a Special. That special is only redeemed when that pre-set number of friends check-in together. The goal is to get groups of friends coming to your venue. Swarm Special - You can set a minimum number of foursquare users that need to check-in within a 3-hour window in order to unlock this Special. It can only be unlocked once per day per venue, and is great to incentivize large groups to visit your business! Flash Special - This Special gets its name from "Flash Sale". You set the number of Specials that you want to unlock per day, then after that its first-come, first-serve. When it reaches the unlock limit, there are no more Specials for the day. This is great for special limited quantity sales. Check-in Special - These are our classic Specials. They unlock on every check-in, or on whatever conditions you apply. This is great for rewarding users on their routine check-ins.
Foursquare Specials
Listing sites or popularly called as Classified Sites have become immensely important for businesses small or big to gain a share of their Target Group. They are important from 2 points of view
• Search Friendly • It serves as another platform to broadcast key information (like change of
address, new outlets opened etc.)
Hence it becomes imperative for a brand to take control of this medium as well
Other Listing Sites
Promote brand on Review sites
Review sites have taken Center Stage for Products and Services
• Individuals respond to places based on what they hear and read• Review Sites – Opinion Makers and Changers• Top ranking on Search Engines
Hence it becomes imperative for brands to take control of this medium. Our approach includes:
• Planting positive reviews higher consumer confidence• Also respond to existing Positive / Negative reviews
Client reference..
Monthly Report
A monthly campaign report, that entails analysis of:
• Key Metrics on Facebook• Fan Demographics on Facebook• Update Categories on Facebook • Inferences and suggested corrective measures• Screen shots of all activities on other Social Media
Platforms - Twitter, Review Websites and YouTube
Client reference..
Facebook - Sources of Likes
Facebook – Frequency of Reach
Facebook Category Analysis of Updates
Facebook - Average Facebook Engagement per Day
Monthly Strategy
A customized monthly social media way forward plan, based on Yrals’ 6 Step Social Media Strategy – Awareness, Reach, Involvement, Recall and Loyalty
This will include: Content Ideas Contest and Light Engagement App Ideas Heavy Apps/Tabs Ideas Other Media & On-Ground Ideas Website Enhancement Ideas with Social Features Mobile App Ideas
Recommended Cost and DeliverablesContentFacebook1. Permanent Access to Yrals Update Library2. 15 Custom Brand Updates/monthTwitter3. 8 Tweets/month4. 10 ATS Conversations/monthReviews5. 8 Reviews across sites/month
Traffic6. Facebook Fans – 1500/month7. YouTube views – 150/month
Facebook Applications8. 8 Free Apps from Yrals Standard App Menu in 5 months9. Accrual of Rs. 2,500 every month towards Custom Apps
Creatives10. Facebook Cover Photo – Every 15 days11. Twitter Background – Every Month12. YouTube Background – Every Month
Report and Strategy13. 1 Each, Every Month
Total Cost: INR 25,000 Per Month
*please see the excel document attached with mail to have an exhaustive go through at all deliverables
