XYZ STEEL<br />Social Media Proposal<br />Year: 2011<br />
Table of Contents<br />Defining our Target Group<br />Objectives<br />Plan<br />Concept<br />Approach<br />Execution<br />
Defining our Target Group<br />TG: Youth <br />
Defining our Target Group<br />What Do They Like?<br />
Defining our Target Group<br />How Do They Spend Time Online?<br />India<br />
Objectives<br />Campaign Objectives<br />To raise awareness(particularly amongst the youth) about XYZ’s values<br />To cha...
Plan<br />Plan<br />To create an impact by developing platforms where our TG can share their views/opinions.<br />To engag...
Concept<br />“Values” Concept<br />“A” <br />Value – Abled<br />Community<br />
Approach<br />Of “Values” & “Perceptions”<br />To achieve the desired objectives of informing <br />our TG about “Tata Ste...
1. Top-Down Approach (Values First)<br />We will start with our Values as the core, inform <br />our TG about them and mov...
2. Bottom-Up Approach (Values Later)<br />We will start with our Values as the core, inform <br />our TG about them and mo...
Top-Down   Approach<br />
The “Values” Triad<br />
 “Values” Concept<br />The values of an organization or brand can be <br />broken down chronologically into the following ...
Present<br /><ul><li>Focus on Values of XYZ Steel that</li></ul>resonate with the values of the Youth<br /><ul><li> Build ...
Platforms<br />
Values of today’s youth<br />This Approach is about interaction with the Youthand asking them about their values;mappingth...
Values of today’s youth<br />?<br />Reward<br />Know<br />Evaluate<br />
Conversations<br /><ul><li> Ask users’ concernsand aspirations
Seek their advice on various situations
Encourage discussions
Discuss Family values and Culture</li></li></ul><li>Contests : <br /><ul><li> Share Your Passion
 Ask users to submit their passion.
 The best five entries will stand a chance to get resources to implement them.</li></li></ul><li>IDEA SMITH<br />Interact<...
Values for Community<br />Blogging Contest<br /><ul><li>Take up a cause in one’s community .
Try to solve it.
Present the paper.
Winning entry gets </li></ul>funded to implement it.<br />3<br />Iube<br />Inspire. Ignite. Initiate<br /><ul><li>A reposi...
 Knowledge Workshops
Curated Content on Web</li></li></ul><li><ul><li>Our history
Legacy</li></ul>Past<br />
Rewind the Past<br /><ul><li>Experience
Legends
Achievements </li></li></ul><li>Learn from Experience<br />This approach is based on the idea of that we learn and evolve ...
Remember the Legends<br />I had a dream to touch the skies. My ideas were given wings when I was issued the first PQR STUi...
Highlight Achievements<br />LandmarksHighlighting the landmark achievements in the history of XYZ including those outside ...
Future<br />Our Responsibilities for Future <br />
Aspirations<br />         TALKAsk the youth about the idol(s) they want to emulate<br />Their career path<br />Inspiration...
Aggregate and Educate- <br />The Classroom<br />We give the audience the opportunity to get into the shoes of a teacher<br...
Bottom-Up Approach<br />
Bottom-Up Approach: Values Later<br />      As the name suggests this approach will work Grounds-up starting with alternat...
To engage the youth we need to leverage on the <br />intersection of the attributes/products of XYZ Steel and <br />those ...
	 Social Media Campaigns<br />We can choose one of the following two types of <br />campaigns for Social Media<br />Cause ...
Social Media Campaign: Cause Related<br />Cause Related campaigns are a great way for a <br />brand to associate themselve...
Cause Related Campaign<br />Show Us Your Metal Campaign:<br />An online campaign aimed at inviting young <br />people to s...
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XYZ Steel: Digital Strategy

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A Steel major wanted to connect with the Youth to increase the brand awareness by engaging its targeted audience by using New Media.
Shack proposed a year long digital roadmap along with offline activities.

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XYZ Steel: Digital Strategy

  1. 1. XYZ STEEL<br />Social Media Proposal<br />Year: 2011<br />
  2. 2. Table of Contents<br />Defining our Target Group<br />Objectives<br />Plan<br />Concept<br />Approach<br />Execution<br />
  3. 3. Defining our Target Group<br />TG: Youth <br />
  4. 4. Defining our Target Group<br />What Do They Like?<br />
  5. 5. Defining our Target Group<br />How Do They Spend Time Online?<br />India<br />
  6. 6. Objectives<br />Campaign Objectives<br />To raise awareness(particularly amongst the youth) about XYZ’s values<br />To change perception about XYZ to a more “Youth Oriented” brand.<br />
  7. 7. Plan<br />Plan<br />To create an impact by developing platforms where our TG can share their views/opinions.<br />To engage people in conversations and exchange of Ideas, Thoughts and Values.<br />
  8. 8. Concept<br />“Values” Concept<br />“A” <br />Value – Abled<br />Community<br />
  9. 9. Approach<br />Of “Values” & “Perceptions”<br />To achieve the desired objectives of informing <br />our TG about “Tata Steel” values and changing <br />their perception of “Tata Steel” as a brand we <br />can follow either of the following two approaches<br />Top-Down (Values First)<br />Bottom-Up (Values Later)<br />
  10. 10. 1. Top-Down Approach (Values First)<br />We will start with our Values as the core, inform <br />our TG about them and move towards changing <br />perceptions by undertaking various activities and <br />campaigns<br />
  11. 11. 2. Bottom-Up Approach (Values Later)<br />We will start with our Values as the core, inform <br />our TG about them and move towards changing <br />perceptions by undertaking various activities and <br />campaigns<br />
  12. 12. Top-Down Approach<br />
  13. 13. The “Values” Triad<br />
  14. 14. “Values” Concept<br />The values of an organization or brand can be <br />broken down chronologically into the following <br />Categories<br />Past Values: Our history/Legacy.<br />Present Values: Our Current Roles<br />Future Values: Our Responsibilities for Future <br />
  15. 15. Present<br /><ul><li>Focus on Values of XYZ Steel that</li></ul>resonate with the values of the Youth<br /><ul><li> Build around their Immediate </li></ul>Roles & Concerns<br />
  16. 16. Platforms<br />
  17. 17. Values of today’s youth<br />This Approach is about interaction with the Youthand asking them about their values;mappingthem and then rewarding them with the resources to implement them or adopt them and then propagatethem<br />
  18. 18. Values of today’s youth<br />?<br />Reward<br />Know<br />Evaluate<br />
  19. 19. Conversations<br /><ul><li> Ask users’ concernsand aspirations
  20. 20. Seek their advice on various situations
  21. 21. Encourage discussions
  22. 22. Discuss Family values and Culture</li></li></ul><li>Contests : <br /><ul><li> Share Your Passion
  23. 23. Ask users to submit their passion.
  24. 24. The best five entries will stand a chance to get resources to implement them.</li></li></ul><li>IDEA SMITH<br />Interact<br />Join<br />Prove<br />Scholarships<br />Fellowship<br />
  25. 25. Values for Community<br />Blogging Contest<br /><ul><li>Take up a cause in one’s community .
  26. 26. Try to solve it.
  27. 27. Present the paper.
  28. 28. Winning entry gets </li></ul>funded to implement it.<br />3<br />Iube<br />Inspire. Ignite. Initiate<br /><ul><li>A repository of Knowledge: </li></ul>Offline and Online<br /><ul><li>Event
  29. 29. Knowledge Workshops
  30. 30. Curated Content on Web</li></li></ul><li><ul><li>Our history
  31. 31. Legacy</li></ul>Past<br />
  32. 32. Rewind the Past<br /><ul><li>Experience
  33. 33. Legends
  34. 34. Achievements </li></li></ul><li>Learn from Experience<br />This approach is based on the idea of that we learn and evolve fromthe mistakes and experiences of the past, instead of stigmatizing them, and use it as a stepping stone for a better future.<br />Conservations around experiences and decisions in the past that didn’t work out which have proved to be a fruitful learning step. We aim to encourage failures as a ladder for success<br />
  35. 35. Remember the Legends<br />I had a dream to touch the skies. My ideas were given wings when I was issued the first PQR STUin India in 1929. I founded “XYZ Airlines” in 1932 which was the predecessor of what is today India’s National Airlines<br />HIS-STORYRespecting our legacy<br />Profiling legends from the past. Know their story<br />Interactive quiz<br />SAMPLE QUESTION- QUIZ<br />She became the first woman engineer in ABC after she wrote a letter to XYZ complaining about the gender bias in ABC. Who?<br />KMS<br />PW<br />SM<br />IN<br />
  36. 36. Highlight Achievements<br />LandmarksHighlighting the landmark achievements in the history of XYZ including those outside the realm of business such as women empowerment, rural upliftment, environment protection initiatives etc.<br />Sketching/Doodling Contest- Invite entries of sketches relating to personal achievements <br />
  37. 37. Future<br />Our Responsibilities for Future <br />
  38. 38. Aspirations<br /> TALKAsk the youth about the idol(s) they want to emulate<br />Their career path<br />Inspirations behind their aspirations<br />Career-DayMake a group of virtual managers<br />Give them real-world company/managerial situations<br />Seek solutions<br />
  39. 39. Aggregate and Educate- <br />The Classroom<br />We give the audience the opportunity to get into the shoes of a teacher<br />Select a topic to discuss eg. tips to be a good debater<br />Book a spot on the calendar and share it with the online community<br />Vocations<br />Skills<br />Range of Topics<br />Hobbies<br />On-ground events<br />
  40. 40. Bottom-Up Approach<br />
  41. 41. Bottom-Up Approach: Values Later<br /> As the name suggests this approach will work Grounds-up starting with alternate events/platformsonline which the youth can relate to and work up towards changing perceptions and informing them of our brand values.<br />
  42. 42. To engage the youth we need to leverage on the <br />intersection of the attributes/products of XYZ Steel and <br />those that the youth of the day can relate with. <br />For ex: In Lifestyle, XYZ Steel attributes/products the <br />Youth could connect with cars, watches, gadgets and <br />Luxury apartments<br />XYZ STEEL<br />YOUTH<br />
  43. 43. Social Media Campaigns<br />We can choose one of the following two types of <br />campaigns for Social Media<br />Cause Related(A group/community issue)<br />Interest Related(One’s likings/interests)<br />
  44. 44. Social Media Campaign: Cause Related<br />Cause Related campaigns are a great way for a <br />brand to associate themselves with a prevalent <br />issue or sentiment. Here we can own a cause <br />driven property online which recognizes the good <br />work people put in to make some change. <br />During the time window when the campaign is<br />active we’ll promote the campaign using a 360 <br />degree approach and seek more participation. <br />Post that we will create content based on the entries, share interesting case studies to create awareness and sustain interest.<br />
  45. 45. Cause Related Campaign<br />Show Us Your Metal Campaign:<br />An online campaign aimed at inviting young <br />people to share their stories/incidents when <br />they took an extra step and did something <br />brave and made an impact in their or someone <br />else’s life.<br />
  46. 46. Execution on Social Media<br />
  47. 47. Execution on Social Media<br />To execute this campaign online we would need <br />Microsite:An independent microsite build around the campaign in which users and groups can share their “metal stories” of courage and conviction and others get to rate them. You can also nominate people/groups who you think have done something exceptionally brave/courageous.<br />
  48. 48. Execution on Social Media<br />Facebook: Apart from promoting the campaign on Facebook we will share stories of other people who went ahead despite odds and did a great job as sports persons/entrepreneurs. Some of these folks could be directly impacted by XYZ Steel’s programs. We will also about such idols from previous generations.<br />3. YouTube:Interesting interviews/behind the scenes type videos about the entries can be shared to promote the campaign and seek more participation<br />
  49. 49. Social Media Campaign:Interest Related<br />Interest Related campaigns are one of the easiest <br />ways for a brand to generate an instantaneous <br />connect with its TG. We have to choose a “Social <br />Media Object” that the youth can relate to.<br />Metal/Heavy Metal is a niche genre that a lot of <br />today’s youth can relate with. <br />We will start with a campaign around metal <br />Music and over a period of time extend it to <br />match/reflect the values of “XYZ Steel”<br />
  50. 50. Interest Related Campaign<br />The School of Metal or Metal House :<br />METAL<br />
  51. 51. The School of Metal<br />An online community oriented campaign which <br />will start grounds up from various Social Networking platforms and eventually go offline. This campaign will also help in changing the perception of ‘XYZ Steel’ amongst the youth.<br />
  52. 52. Execution on Social Media<br />1. Facebook:A customized facebook page will be created. Themed tabs will be used to create interactivity. Apart from promoting the campaign we will share interesting content around metal music such as popular trends, trivia etc. We will also do various activities/contests to drive awareness and engagement<br />
  53. 53. Execution on Social Media<br />Blog:A metal music blog will be a one of its kind web property for metal lovers from India. We will discuss various bands and performers from this space, share interesting videos and build a community of passionate metal fans.<br />3. YouTube:Interesting interviews/behind the scenes type videos about the entries can be shared to promote the campaign and seek more participation.<br />
  54. 54. Disclaimer: The name XYZ Steel is purely fictitious and is used only for indicative purpose. Resemblance of the name to any corporation is purely co-incidental.<br />Thank You<br />www.shack.co.in<br />

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