ICICI BANK Application to WATConsult Social Media by; Roshni R. Shroff
BRAND COMMUNICATION OBJECTIVE
Enhancing Communication towards Market, Shareholders, Employees & Potential Customers
1 on 1 Communication
Enhancing Brand Awareness
Monitoring Brand Identity
Product & Service Announcement
Quick & Easy Broadcasts of Bank News & CSR Initiatives
Quick Crisis Management
Anyone who has the capacity to earn or receive money would essentially form part of our Target Audience. However, the group targeted will vary according to specifications of each social media platform i.e. frequency & demographics.
The Target Audience should include, individuals from age 15 upwards. Although, more often than not an adult would be the ideal person to receive communication from us.
Banks have Products ranging from those that encourage early savings, loan products, retirement schemes, etc. These products thus require a broader target group.
Research identifies that the highest number of social media users in India are in the age group of 15-24 & looking for a job or planning for further studies. (http://www.penn-olson.com/2011/01/04/social-media-india/)
LinkedIn shows a highly active age group from 25-35; which would be working population who have funds for savings & investments.
Indian’s are becoming more & more independent no matter which generation they are from & rely on the world wide web for their everyday needs.
With the recent developments in technology social media has become more widespread than ever before.
SOCIAL MEDIA PLATFORMS
FACEBOOK is the most popular Social Networking website in India, with a large number of untapped potential customers. Facebook allows a Business/Page to synchronize various applications which enhances look & feel of the page.
TWITTER is a Real time feed where one can tweet, retweet, reply & tag which makes it quick, easy & highly effective.
LINKEDIN helps to target the working community. Making it easier to network with Potential Customers & Employees.
YOUTUBE does not require day to day updates. Use of Youtube ensures a greater user reach. Video viewing online has increased tremendously in the past few years. Youtube videos can be optimized using tags which will make them more findable.
BLOG MARKETING is another easy way to keep potential customers updated about the latest at ICICI Bank as well as in the field of Banking.
MAINLINE COMMUNICATION IDEA Insta-Banking Banking Anytime & Everywhere At Lightning Speed. You Can Bank On Us Whenever In Need.
FACEBOOK PAGE STRATEGY The main objective of the campaign will be to turn social media users to ICICI customers by providing them with:
Custom Display Picture for Branding. (200X600 pixels approx.)
Query Form on the Facebook Page to support the idea of Insta-Banking.
Adding Custom Landing Page; which will encourage users to like the Page.