Digital Marketing and Social Media Strategy


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Discover some of the best Digital Marketing and Social Media Services offered by ADG Online Solutions Pvt. Ltd.

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Digital Marketing and Social Media Strategy

  1. 2. Proposed Strategy : Brand X Social Media India Presenter: Deepa Sayal – Director Key Accounts ADGOnline Solutions (P) Ltd Execution Plan on FB, Linkedin, Twitter, You Tube
  2. 3. Synopsis <ul><li>A) Social media Landscape in India </li></ul><ul><li>B) Proposed Social Media strategy for Brand X India </li></ul><ul><li>B) Leveraging the Project and advantages across the B2B Landscape in India </li></ul><ul><li>C) How do we do it& support required ? </li></ul><ul><li>D) Costs incurred and resources involved </li></ul><ul><li>E) ADGs strengths </li></ul>
  3. 4. Facts and Stats on Indian Social Media Scenario
  4. 5. India=Social Media Activities Facebook has announced that the number of users from India has crossed 12 million Over 6 million LinkedIn members in India and counting… 2.3 million twitter users in India…….
  5. 6. Social Media Population In India Unit: Millions I Indiacentric split on most popular platforms (in millions) Social Media visits account for 12.71% of Indian Internet Visits 22.49% of Total Page Views of Indian Audience
  6. 7. Burgeoning Trends on Internet & impact on Social Media <ul><li>India has an internet user base of over 50 million users. </li></ul><ul><li>The industry consensus is that growth is at an inflection point with key drivers being: </li></ul><ul><li>Increasing broadband Internet (growing at 20% [MoM) and 3G penetration. </li></ul><ul><li>Increasing standards of living and a burgeoning, upwardly mobile middle class with high disposable incomes </li></ul><ul><li>Availability of much wider product range </li></ul><ul><li>Very high competitionamonst wide range of products(B2C, B2B) </li></ul>Buying decisions governed by Internet
  7. 8. What we propose to do ? Who ? 1. B2B Segment 2. IT Audiences 3. Business Decision Makers 4. SMBs, SMEs and Enterprises What? 1. Visibility and Buzz Creation 2. Content Generation 3. Engagement Indices 4. Reputation management Where/How? 1. Social Media Platforms 2. Using a group of tools 3. Generating Interesting Content 4. Building Traction and Web Recall for Social Media When? 1. Daily Posts 2. Month-on-Month Approved Calendar Driving Brand X Social Identity on Social Media
  8. 10. Reputation management Content Engagement Content Generation Visibility Social Media measurement S ocial Networks, blogs, microblogs, forums discussion boards,image sharing / video sites comments on mainstream website Site analytics Search
  9. 11. Concept Measurement Tool DASHBOARD KPls / Benchmarks Current tracking against KPls / Benchmarks <ul><li>No. of hits / message reach </li></ul><ul><li>key influencers: influence index </li></ul><ul><li>Community conBrand Xtions </li></ul><ul><li>Repeat / registered visitors & </li></ul><ul><li>content subscribers </li></ul><ul><li>No. Posts </li></ul><ul><li>Issues </li></ul><ul><li>message tonality </li></ul><ul><li>Particpation index </li></ul><ul><li>Content engagement index </li></ul><ul><li>Content generation index </li></ul><ul><li>Channels </li></ul><ul><li>Mediums </li></ul><ul><li>traffic sources </li></ul><ul><li>Search </li></ul><ul><li>Time of day </li></ul><ul><li>Day of week </li></ul>Who What Where / how When
  10. 12. <ul><li>Social Media Policy </li></ul><ul><li>Community Policy </li></ul><ul><li>Point of contact </li></ul><ul><li>Communication and Collaboration </li></ul><ul><li>Clear directions </li></ul><ul><li>(Objective~ Brand, Sales etc) </li></ul><ul><li>Regular directions and trainings….. </li></ul><ul><li>Support Required </li></ul>
  11. 13. <ul><li>Dedicated Account Lead </li></ul><ul><li>Dedicated Account Manager/Internal Lead (TBD) </li></ul><ul><li>Discussion and Execution by account Manager </li></ul><ul><li>Dedicated Bloggers/Content writers etc </li></ul><ul><li>Maintain all platforms ~ Coordinate with Brand X team. </li></ul><ul><li>Regular, Reports, Analyze and Optimize </li></ul><ul><li>ADG’s Strengths & Team for Brand X </li></ul>Project Brand X <ul><li>One of the fastest growing Digital company in India with an enriched forte and vast Blue chip clientele </li></ul><ul><li>In-house developers, designers, Bloggers, content writers etc </li></ul><ul><li>Experience in Social Media marketing, Media Buying- Online and Print, SEO, SEM, Creatives, Blogging, content writing, PR etc </li></ul><ul><li>10 members team towards Software development </li></ul><ul><li>Esteemed customer base of Fortune 500 companies </li></ul>
  12. 14. <ul><li>Backup </li></ul>
  13. 15. Social Media Strategies: How do we do it ? Coverage Effectively reach the TG with the right tools and Mediums Media Objective Engagement Drive active buyers to rich technological experiences through informative and creative content Tactics Tools Vidoes, Contests, Promotions, Widgets, Tags, Pictures , Content, Apps, Virtual Events, Product Launches Measurement Reach/Frequency Online SOV, Clicks, Impressions, Acquisitions <ul><li>Build Brand web recall and reach the desired TG for Brand X India </li></ul><ul><ul><li>Pinpoint Brand X Social Media Landscape to the potential buyer/customers </li></ul></ul><ul><ul><li>Continuity of media presence and engagements beyond clicks (In the form of queries, product recalls and technological information on Core platforms ) </li></ul></ul><ul><ul><li>Drive Social Media as a key vehicle – arguably the best ROI amongst all other vehicles </li></ul></ul>Impact Objective
  14. 16. Online marketing industry size to touch Rs 2k crore by 2013 <ul><li>Online or digital marketing market size in India is estimated to touch close to Rs 2,000 crore in the next two years from a Rs 1,400 crore now. </li></ul><ul><li>Apart from search engines like and, the next top sites in India are </li></ul><ul><li>social networking sites like Facebook, Orkut, Twitter and Linkedin. </li></ul><ul><li>Facebook users have increased nearly nine folds during last year, and now companies </li></ul><ul><li>are sitting up and taking notice of the importance of advertising through such websites. </li></ul><ul><li>Revenues worth Rs 800 crore, Google India is bigger than any television channel in the country. </li></ul><ul><li>-It gets 100 million unique users every year in India, of which 70 million are on desktop, while the rest access it through mobile phones. </li></ul><ul><li>&quot;Nearly, 20-25 per cent new customers come in through online sources for some </li></ul><ul><li>Companies “ The business of buying online railway tickets is worth Rs 5,500 crore in India, </li></ul><ul><li>while that of airline tickets is close to Rs 12,500 crore.” </li></ul>
  15. 17. Encouraging Spread of content with Social Media Widget <ul><li>Collection of key videos, collateral and </li></ul><ul><li>images in a widget forma </li></ul><ul><li>Embed into social media release and </li></ul><ul><li>launch pages </li></ul><ul><li>Encourage use by allowing spreading of </li></ul><ul><li>information </li></ul><ul><li>Encourage sharing with embed capability </li></ul><ul><li>Enhance web experience on Brand </li></ul><ul><li>Drive audienceto register for launch eventGoal </li></ul>
  16. 18. How do we do it ? <ul><li>Send invites </li></ul><ul><li>Add to Email Signature Block </li></ul><ul><li>Add various Apps to attract new audience </li></ul><ul><li>Tag photo’s </li></ul><ul><li>Facebook Ads </li></ul><ul><li>Embed Widgets through Social Bookmarking </li></ul><ul><li>Run Contest- invite fan’s friends for attractive gifts </li></ul><ul><li>Invite via SMS </li></ul><ul><li>Badge and Button to profiles </li></ul><ul><li>Use share buttons </li></ul><ul><li>Do virtual events and static FBML updates </li></ul><ul><li>Autographs on other fan page </li></ul><ul><li>Suggest to friends </li></ul><ul><li>Create an incentivised LIKE page </li></ul><ul><li>Send updates regularly to fans </li></ul><ul><li>Integrate Applications To Increase Engagement </li></ul><ul><li>Publish Interesting and Relevant Content </li></ul><ul><li>Repost Comments By Other Users </li></ul><ul><li>Events </li></ul><ul><li>Calendars/Birthdays etc </li></ul>
  17. 19. Leverage PR through Social Media Release Brand X Introduces the Quantum Flow Processor: The World’s Most Advanced Piece of Networking Silicon an Jose, California—February 25—With over 1.3 billion transistors, the new Brand X Quantum Flow processor is set to reshape routing… <ul><li>Feed speculation to extend press coverage by a week </li></ul><ul><li>Drive audienceto register for launch event </li></ul>
  18. 20. Introduce Product Online via “ Live”Online Event Send messages and updates to fan profiles intermittently reaching out to more than 15,000 people
  19. 21. Case Study Summary
  20. 22. <ul><li>Social Networking Sites </li></ul><ul><li>* Number of fans/friends/contacts acquired </li></ul><ul><li>* Number of comments/likes to updates on status </li></ul><ul><li>* Number of discussions started on groups or pages </li></ul><ul><li>* Number of fan videos uploaded and comments on them </li></ul><ul><li>* Number of fan photos uploaded and comments on them </li></ul><ul><li>* Number of comments left on profiles </li></ul><ul><li>* If you create an application: # of downloads/installs </li></ul><ul><li>* Number of questions answered </li></ul><ul><li>* Number of answers to questions posted </li></ul><ul><li>  </li></ul><ul><li>Video and Photo Sharing Sites </li></ul><ul><li>* Number of times the photo or video has be viewed </li></ul><ul><li>* Number of times the photo or video has been favorited </li></ul><ul><li>* Number of friends/subscribers to your account or channel </li></ul><ul><li>* Number of links/embeds to photo of video </li></ul><ul><li>* Number of comments photo or video has obtained </li></ul><ul><li>* Number of video responses </li></ul><ul><li>* Rating level of video or photo by users </li></ul><ul><li>  </li></ul>  Forums and Message Boards * Number of active members * Number of new subscribers * Number of posts made * Number of replies to posts you make * Number of friends acquired * Number of private messages you receive/answer   Measurement metrics