The document outlines a social media strategy plan for a clinic called Medcare. It discusses using blogs, Facebook, Twitter, and Google+ to improve Medcare's branding. Specific goals and content are defined for each platform, along with metrics to measure performance. A 3-month campaign is proposed to create cancer awareness using relevant hashtags. The strategy emphasizes uniform information across platforms and posting at optimal times. A weekly report format is presented to track engagement, social interactions, and key metrics.

1. Stage 3
Have
Your
Say
Team Name: Space X
Name of first member: Aparna TA
College Name: T A Pai Management Institute
Name of second member: Siji Elza George
College Name: T A Pai Management Institute

2. Case Objective
To rebrand “Medcare”,a city
based clinic using social media
and come up with long term
communication strategy plan.

3. Methodology
OBJECTIVE
Improve
Medcare’s
Branding
using social
media
TEAM
Do you have
the right
people to
take care of
the SMC?
INFORMATION
Not all the
information
can be shared
some are
confidential
RESPONSES
Do you have
resources to
respond
promptly to
your
REACHABLE
How
reachable
do you want
to be across
social

4. BLOG
GOAL
Provide a larger
platform to
understand the
client’s needs
and provide
information
CONTENT
Provide Expert
Advice, Share
Patient Stories,
Call for
volunteers, etc
MEASURE
Daily Visits
Daily Page views
Avg. Page views
per visit
New Visits
Avg Time on Blog

5. FACEBOOK
GOAL
To get people
familiarized with
the brand at
large.
CONTENT
• photo updates
• Disease
symptoms
• Sharing success
stories
• healthy diets
tips.
MEASURE
• Page Likes
• Post Reach
• Engagement
• Negative
Feedback
• Click-
Through
Rate

6. TWITTER
GOAL
To reach a large
audience at a
stretch
CONTENT
• Patient
Stories ,
• Q&A
• Regular
tweets on
• Healthy diets
• Awareness of
diseases
MEASURE
• Conversion
• Traffic
• Reach
• Follower
quality and
engagement

7. GOOGLE+
GOAL
Increase the
reach of the
organization.
CONTENT
• Patient
Success story
• Awareness
about health
foods
• common
diseases
symptoms.
MEASURE
• Followers
• Total
Engagement
• Conversion
rate
• Total Search
Impressions

8. Integration of Social
Media
• Information must be uniform across all
the platforms
• Keep the different platforms connected
• Post it at different times based on “Best
time to post”
• Use relevant tags & location information

9. CAMPAIGN PLANNING
• Campaign Aim : To create awareness among people
about cancer.
• Campaign Opportunities and Risks : As it is a social
media campaign so no risk involved. Opportunities
to reach more number of people.
• Campaign stages(trending of hash tags on social
media) : In a 3-month campaign we can focus on
the following :
• Cancer - #AskYourDoctor
• Breast cancer - #BeStrong
• Lung cancer - #BreatheALife

10. Metrics for performance
• Fan Base growth
• Engagement
• Reach (likes , shares ,members, # of followers etc.)
• Leads by social channels
• Positive or negative feedback
• Conversational growth (share)
• Paid ads
• ROI

11. Weekly Report
ENGAGEMENT SOCIAL
How are users interacting
with your content?
How are users sharing
your content?
+15% +20%
New visits Time spent on blog
+6.5%
Total Visits
Likes Comments
Followers Replies &
Retweets
-8.39%
Bounce rate
+29% +4%
+12% +12%

12. THANK YOU