IMPORTANT: DOWNLOAD AND VIEW A suggestion on how to go about crafting and implementing the social media marketing strategy for HPCL, done by me as an intern there.

1. Social Media
HOW DO WE USE IT

2. What is Social Media?
Social media are the various forms of user generated content and the collection of
websites and applications that enable people to interact and share information
online
Social networking sites (Facebook, Twitter, Myspace)
Blogs (Wordpress)
Video sharing sites (YouTube)
Photo sharing sites (Flickr)
Crowdsourcing (Wikipedia)
User reviews (Amazon, Yelp)
Streaming sites (Ustream)
Social bookmarking (Digg, del.icio.us)

3. Why is social media so important for
businesses?
It finds you customers and builds clientele
It gives businesses the ability to find out what people are saying about them (and others) in their
industries
It introduces your brand
It gives you feedback about your brand
It provides a test audience (vs. focus groups)
Solidifies your reputation as a valuable and knowledgeable resource

4. Facebook

5. Why Facebook?
According to a recent report by Merchant Circle, 70% of businesses use Facebook. This is a 20%
increase over the last year.
For the first time ever, Facebook is being used more than Google for online marketing
Facebook updates are three more times effective than Tweets to propel online business
Facebook dominates the check-in space with 32% of businesses using this feature (vs.
Foursquare)

6. Shell
• Showcasing the “Real” Side of
business- customer centric, Eco
Centric.
• Used as an outlet to display and
share information in a fun, and
informal way.
• facebook.com/Shell

7. BP

8. HPCL?

9. …CONTINUED ON NEXT
PAGE…

10. This is an indication of how news and updates will
be shown on the Facebook page. More such posts
will appear below these on the real page…

11. Current HPCL
Pages/Groups
on Facebook
Unofficial pages can be reported to
facebook and asked to be shut down
by their respective owners.
Page/ Group name Created by
Auto-created page – 4,218 likes Auto-created by Facebook. We can claim
this.
HPCL Gandhidham – 112 likes Anonymous
HPCL (Jaipur) – 53 likes Kapil Sharma (Jaipur)
HPCL – 17 likes Anonymous
HPCL, Rajsamand – 2 likes Anonymous: 090 01 897743
HPCL – 10 likes Anonymous
HPCL Mumbai refinery – 4 likes Anonymous (Mankhurd village, 400088)
HPCL Roorkee – 15 likes s.roadlines@ymail.com
HPCL Ahemdavad - 4 Anonymous
HPCL Dealers Mayurbhanj – 1 like Mayurbhanj Dealers
HPCL Lubes A-1 Infra. Authorised Clearing and
Forwarding agent, HPCL

12. What do we talk
about?
EVERYTHING

13. Content Ideas
News – Is there anything going on internally worth sharing? Upcoming
events? New hires? Announcements?
Industry trends/news –What are the current trends? News posts can
be funny, shocking, serious, entertaining. It makes you look like an
expert.
Client news – Great way to promote upcoming client events and
campaigns. It lets people know who you’re working with and for
whom.
Past achievements – what were some of your greatest
accomplishments? Brag about yourself.

14. CUSTOMIZING FACEBOOK
Custom Tabs (Events, What’s
New, Our Work, Join the Mailing
List)
Add photos and videos of staff at
work and around the community
(events, conferences, etc)
Upload and reach potential
contacts using email lists
“Tagging” clients we work with,
organizations we are part of, and
businesses we are interested in
Provide links to our homepage,
Twitter, LinkedIn, YouTube, etc.
Update daily!

15. Part 2
MEASURING THE ROI OF SOCIAL MEDIA EFFORTS

16. Measuring ROI
 Increased traffic —more people reading
your blog, more hits on your website, more
Facebook likes and Twitter followers
 Google Analytics (tracks keywords, incoming
links, sites, etc)
 Wordpress dashboard
 TweetMeme (retweets)
 More relationships –meeting and doing
business with new professionals
 Overall better brand awareness (having
fans, followers, re-tweets, readers, viewers
builds your brand)

17. Google Analytics:
#1 source: Facebook
Traffic booms

18. FACEBO
OK
INSIGHTS
Measures:
Total page Likes, or a
number of fans, daily
active users, new
Likes/Unlikes, Like
sources, demographics
, page views and
unique page views, tab
views, external
referrers, and media
consumption

19. Part 3

20. Disadvantages and their solutions
1. Time and Labor Intensive
2. Risk of Negative Comments
3. Fraud
4. News Travels Quickly
5. Takes on persona of author
6. A lack of short term ROI
7. Slightly Impersonal
To be used efficiently, social media requires a minimum 6-8
hours a week.
All organisations will receive negative views but if they do
not respond to them then it can be seen as poor service.
The key here is how quickly the organization will respond.
1. The comment can be deleted
2. The user posting the negative comments regularly can
be easily banned. He can only share the activity then.
It is too easy for someone to pretend to be anyone.
Facebook can help us to an extent.
Organisations have to react quickly with a spotlight focused
at them and people analyzing everything. The organization
needs to respond quickly.
The organization turns into whatever the writer/social media
manager wants them to. This can mean that an
organization’s reputation is placed in the hands of one
person and this can be damaged very quickly if not dealt
with properly. It is important to get the right person or team
to manage the social media.
It can often take up to a year before a social media
programme can start to show any improvement in sales or
customer service. It is not an immediate quick fix and it
should be used with more a long term view in place.
Social media will never be able to beat dealing with
consumers face-to-face, yet many organisations still come
make it seem like they don’t really care about their followers
by using things such as auto responses on Twitter. When an
organisation auto responds to a new follower it makes it
seem like they don’t not have time to have a quick look at
the followers profile for a few seconds. It is far better to say
nothing than to send an automated, uncaring message to a
potential customer.

21. On the brighter side
1. Brand Recognition
2. Brand Community
3. Repeat Exposure
4. Authority
5. Influence
6. Website Traffic
7. Ahead of the Curve
8. Competitive Advantage
9. Big Wins
One of the most powerful ways to use social media is
as a brand-building tool. With social media, we get to
decide how we want to position our company and
what we want people to know about what we do.
With consistent effort and great content, we can build
a reputation for our brand around our company’s
values, benefits, and advantages.
There is nothing like social media when it comes to
cultivating a community. When our followers become
part of our community, we gain instant access to
them. That means we can find out what challenges
they are facing and what they like and don’t like about
our offerings. We can engage in ongoing dialog that
can be more valuable than any kind of paid market
research.
There is an old marketing adage that says it takes six to
eight exposures to a product before a customer
decides to buy. A clear benefit of social media is
repeat exposure with our network. We’d have the
opportunity to remind them over and over again
about what we have to offer, which can shorten our
sales cycles dramatically.
As a service-based businesses, social media can be
very powerful in helping us establish authority in our
field—making us the go-to resource for our target
audience to seek out for help. We’d share great
content, answer questions, and serve our
audience, and we will inevitably build loyal fans.
As our following increases, our influence grows.
Having a substantial social media audience creates a
snowball effect that can attract new customers, media
interviews, joint venture partnerships, and all kinds of
other opportunities. It’s a bit like when you see a
crowd hovered around something. You can’t help but
want to see what all the fuss is about, so a large
audience will only attract more interest.
Social media can be a leading traffic generator. When
we share blog posts, videos and other content from
our page, we give our audience a reason to click
through and visit our page. Once there, we have the
opportunity to inspire those visitors to take action by
inviting them to sign up for our mailing list, make a
purchase, or call to schedule a meeting. Install traffic
monitoring service, such as Google Analytics, to clearly
see that social media brings traffic.
Traffic is Buzz, and Buzz is good!
Whether we realize it or not, our prospects and clients
are checking to see if we are engaging in social media.
Social media isn’t a fad and it’s not going away. Even if
it’s not our top priority, if we stay current with activity,
our prospects will notice.
The reality is that most of our competitors aren’t
doing a very good job with social media (BPCL and
IOCL), which gives us the chance to stand out. Also
consider the flip side. If we avoid social media, we
leave a big opening that allows our competitors to
capture our audience.
While many businesses large and small are trying to
justify the cost and time investment for managing
social media marketing, an important benefit often
gets overlooked: Big Wins. For example, if someone
from LinkedIn connects you with a significant
government contract, then that would certainly qualify
as a Big Win. If a major media outlet finds you on
Twitter and interviews you for a national article, then
that is also a Big Win—one that you can’t measure
based on revenues directly generated.

22. Thank You