A social media white paper by ad!men. An interesting insight into how a welding training academy made the best use of social media to increase its student base

1. WHITE PAPER
SOCIAL MEDIA MARKETING
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Created On: 10th December 2013

2. ABOUT ad!men
We are a content development start-up focused on helping
companies and agencies develop content for multiple mediums and process. Our core
specialty lies in developing textual and multimedia content for brands in the
manufacturing, technology and healthcare domains.
Speaking of content creation, we have gone beyond the horizon and built our intellectual
capability as well as the subject matter understandability as a result of which we have
mastered the forms of technical as well as creative communication.
The company commenced its operations in January 2014 and has since then never looked
back. With engineering, manufacturing and healthcare as our primary focus, we have also
served the retail, fmcg, infrastructure and real estate industries with our value added
content development services.
Today, our solutions are helping companies communicate, sell and market their products as
well services in a streamlined and effective manner.
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3. ABOUT ADOR WELDING ACADEMY
Ador Welding Academy Private Limited is a 100% subsidiary of Ador Welding Limited
(formerly Advani Oerlikon Ltd)- a pioneer in welding industry in India and in service
for the last over 60 years.
Skill Training at ADOR has been an integral part of the business activities and evolved
through its various platforms such as the Welding School (1960 - 1990), the Ador
Institute of Welding Technology- AIWT (1991 - 2011)- where over 40000 people were
trained and gainfully employed in careers in welding.
From India to the Middle East and indeed to many other parts of the world, these
welders and engineers are a testimony to the quality of theory and practical training
they have acquired at our centres.
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4.  To increase Ador Welding Academy’s digital presence using social media platforms
 Regularly develop content and manage platforms
PROBLEMS
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5. SOLUTIONS
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6. STRATEGY
To get domain knowledge, understand TG and existing communication efforts and
competitors activities, we did in depth online-offline research and brain storming
with team AWA for almost 1 week.
Along with that we also identified existing digital footprints of the AWA and set
success criteria for upcoming 6 months.
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7. STRATEGY
Daily Activities :
As team admen could not be at AWA’s premises daily, we identified POC (Point of contact)
at AWA to get daily updates about various activities like new admissions, introduction of
new courses, guest lectures and seminars, job openings, events photographs etc.
General :
At the beginning we had gathered all required literature to create daily general
communication content in the form of photographs, achievements and success stories etc.
Also we identified and subscribed various online portals to get daily industry updates that
we could be shared with audience using AWA platforms.
Apart from that we also requested and scheduled weekly blog post by chairman of AWA
and hosted it on AWA website.
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8. PLANNING
Broadly AWA’s TG is divided in to 3 major categories : Pre-service, Inservice and Research
and consultancy. Based on this we had brief content matrix for core topic considering to be
used digital media platforms.
To see content matrix please click on following link :
https://drive.google.com/file/d/0B5KYnABGHBUXcmVVY1AxVTRwajA/view?usp=sharing
In addition to this we also had all the holidays and important festivals marked on google
calendar as a part of content scheduling
To See content scheduling please click on following link :
https://drive.google.com/file/d/0B5KYnABGHBUXbVMzN2ZTbUNxRVE/view?usp=sharing
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9. IMPLEMENTATION
As per planned we did setup following digital media platforms for AWA
Facebook
https://www.facebook.com/adorwac
Linkedin
http://in.linkedin.com/in/adorweldingacademy
Twitter
https://twitter.com/adoracademy
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10. IMPLEMENTATION
As per planned we did setup following digital media platforms for AWA
Blog
http://www.adorwacblog.com/index.aspx
Youtube
http://www.youtube.com/user/AdorWeldingAcademy
Google plus
https://plus.google.com/101422366127681060556/posts
Pinterest
http://pinterest.com/adoracademy/
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11. Website SEO :
CONTENT & MEDIA MANAGEMENT
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12. Facebook :
As a part of activity we had conceptualized campaign that would address all three TG
categories.
“ You see welder, we see nation builder “, was mainly directed towards Facebook
audience but also had been rendered on twitter
CONTENT & MEDIA MANAGEMENT
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13. Campaign Artwork :
CONTENT & MEDIA MANAGEMENT
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14. Campaign Artwork :
CONTENT & MEDIA MANAGEMENT
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15. Campaign Artwork :
CONTENT & MEDIA MANAGEMENT
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16. Twitter :
CONTENT & MEDIA MANAGEMENT
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17. Twitter :
CONTENT & MEDIA MANAGEMENT
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18. LinkedIn :
CONTENT & MEDIA MANAGEMENT
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19. Pinterest :
CONTENT & MEDIA MANAGEMENT
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20. Blog :
CONTENT & MEDIA MANAGEMENT
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21. Google Plus :
CONTENT & MEDIA MANAGEMENT
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22. YouTube :
CONTENT & MEDIA MANAGEMENT
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23. Google Key Words & Ranking:
MONITOR & IMPROVE
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24. Website Statistics :
MONITOR & IMPROVE
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25. Facebook Page Statistics :
MONITOR & IMPROVE
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26. Business Enquiries:
MONITOR & IMPROVE
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27. OFFLINE EFFORTS
Visiting Cards :
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28. CONCLUSION
Well thought, directed, planed and organically executed communication over digital
media platforms can result into success; in the form of brand awareness, business
enquiries, well understanding and interaction with consumer.
One can not calculate and conclude digital media ROI in short term activities, it takes
days to built trust, relation and confidence with consumers and win business.
May vary organization to organization, but preferably Built-Operate-Transfer model is apt
for small and medium organization where budget constrained.
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29. THANK YOU
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White Paper By ad!men marcom
www.admen.media
Facebook: www.facebook.com/admenmarcom
LinkedIn: www.linkedin.com/company/admen-marcom