Brand Overview RobinAge is a weekly children’s newspaper with a pan India readership. They needed to build & activate their online community!Community Brand BrandEngagement Awareness Demand
Strategy OverviewWe ideated a high engagement strategy andtrained inhouse team to execute itWe kept this strategy content-intensivebecause as a newspaper brand, theygenerate lot of content already!
ONLINE ACTIVITY Community Engagement FACEBOOK Increase fanOBJECTIVE engagement Content by SLIDESHAREFOCUS Community ManagerMETRIC Active Users & Interactions TWITTER
360° Strategy SketchWe provided a comprehensive strategyroadmap including,• Daily content strategy• Contests & campaign ideas• 101 guide to understanding social media and social networks• Short term phases to achieve long term goals
Over a 6 month period we see an excitingcommunity developing on Facebook whichwas our primary channel of engagement
Increase in Av Page Engagement leads to Organic Daily Page Likes 35 Paid campaign 0.1 0.09 30 0.08 Paid campaign 25 0.07 Av Page Engagement RatioDaily Page Likes 0.06 20 0.05 15 0.04 10 0.03 0.02 5 0.01 0 0 6/1 6/16 7/1 7/16 7/31 8/15 8/30 9/14 9/29 10/14 10/29 11/13 11/28 Daily Likes Av Page Eng Rate Linear (Av Page Eng Rate) Av Daily Page Engagement = (Daily Stories – New Likes) / Total Likes
3000 1000 Increase in Total Page Likes and Daily Post Consumption over 6 months 900 2500 800 700 Daily Page Consumption 2000Total Page Likes 600 1500 500 400 1000 300 200 500 100 0 0 6/1 6/16 7/1 7/16 7/31 8/15 8/30 9/14 9/29 10/14 10/29 11/13 11/28 Daily Page Consumption Total Likes Linear (Daily Page Consumption)
Typical contest postsreceive a highresponse ratio of 7.4 Response Ratio (Comments + Likes + Shares) X 100 Total no. of fans
We checked a few other pages with similarnumber of fans and calculated the responseratio of their most popular post in the lastmonth, DNA Ya (kids newspaper) 1.2 Childline (non-profit) 2.1 Under the Mango Tree 1.8 (social venture)
SlideshareWeekly slideshares to achieve Googleranking and reader engagement!Uploaded 30 presentations with a totalview count of 6500 in 6 months!
After our 2 month strategy + traininginvolvement, the in-house team has built agrowing community with clear quantitativeand qualitative improvement! Complete management by Training & inhouse team! Monitoring 3rd month 2nd month onwards! Strategy Roadmap 1st month