The document outlines the digital launch strategy for the BMW 3 Series, emphasizing the need for an engaging online presence to build anticipation, create conversations, and drive test drive conversions ahead of the car's launch. It highlights the importance of community engagement through various digital platforms, employing a mix of content strategy, social media engagement, and analytics to connect with target audiences. The document also discusses the rationale behind the 'BMW 3.0' concept campaign site as a tool for experiencing the new model and showcasing its values.

1. BMW 3 Series Launch
Digital 2012
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content

2. ABOUT US
DEM™ = Experience + Insights
Shack is a 5 year old full service digital outfit that enables brands to deliver Exceptional
Experiences to its users on digital by Establishing the presence, Enhancing the brand’s
connect with users and Engaging the relevant users through specific calls-to-action. We do
this through our proprietary Digital Ecosystem Management (DEM™) Tool which enables the
brand to assess the status quo, identify gaps & opportunities, design specific initiatives to tap
those opportunities and capture all the interactions to come up with insights.

3. ABOUT US
STRATEGY DESIGN
& &
RESEARCH TECHNOLOGY
CONTENT INSIGHTS
& &
PLATFORMS INTELLIGENCE
We have four pillars of strength that enable us to manage the brand’s entire digital ecosystem.
• The central idea driving our strategy - ‘What is the takeaway for the brand and the user?’
• Knowledge of building and growing virtual communities
• The philosophy of ‘minimalism’ inspires our design where form and function define each other
• Expertise to work with the newest technological platforms –Python, Ruby, Hadoop, Drupal etc.
• Capturing the entire footprint of the brand in the digital space and coming up with actionable
metrics that go beyond the usual clicks, likes and comments

4. CREDENTIALS
CLIENT: Goodyear ROLE: Research, Strategy, Concept, Planning,
DESCRIPTION: Creating an integrated platform on Content, Design, Execution, Community Management,
‘stories about road trips’ Intelligence, Collaboration with subject matter
specialists (Photographers, Authors, Illustrators,
Artists)

5. CREDENTIALS
CLIENT: Apollo ROLE: Content Strategy, Community Building,
DESCRIPTION: A community based platform on off- Promotion, Driving Conversions (Pre ordering of book)
roading culminating in the launch of an exclusive
coffee table book about the art of 4X4 riding

6. CREDENTIALS
CLIENT: Yahoo! ROLE: Content Strategy, Community Building,
DESCRIPTION: An online pan-India championship Content Production
focused on quizzing and sustaining the initiative by
building a niche community for quizzers (Know-Q-
Out)

7. CREDENTIALS
CLIENT: Madhya Pradesh Tourism ROLE: Content Strategy, Community Building, Photo
DESCRIPTION: A community platform with focused Blogging
on luxury travelers and photographers through photo
blogging and photo essays

8. CREDENTIALS
CLIENT: PepsiCo India ROLE: Content Strategy, Design & Development,
DESCRIPTION: An integrated platform establishing Community Building, Driving conversions (more than
PepsiCo’s flagship health brand ‘Quaker Oats’ on the 1,80,000 Heart check ups at Apollo), Online
digital landscape positioned as a thought leader on Reputation Management
health & fitness

9. UNDERSTANDING OF BRIEF
The Product
• Introduced in 1975
• This is the 6 th generation
• Available in two trims: Luxury, Sports
• Current E90 is #2 behind the C-class (W204)
• Aim: To regain the #1 position by redefining the segment
and setting benchmarks in its class

10. UNDERSTANDING OF BRIEF
The Positioning
A substance driven positioning with the overarching messaging
of ‘Strength & Supremacy’
Ultimate Driving
Strength Supremacy
Clear aesthetic Pioneering
Elegant Sporty Flair
appeal technologies
Driving Pleasure Athletic
Dynamic Efficiency Distinct look Performance
Key attributes that
Hallmark Benchmark define the
character and
personality of the
Attention to detail new F30

11. UNDERSTANDING OF BRIEF
The Objectives
• Innovatively use Social-web and the Inter-web to build
anticipation, launch the car, make people aware of the
uniqueness of the product and drive conversions for test
drives
– Pre-launch build up
– Buzz around the launch
– Create conversations around the launch and take it
forward
– Connect with people who identify with the brand
– Create touch points for the TG, create awareness in an
innovative manner and sustain the engagement
– Measure and analyze the digital presence: Coverage,
Conversations, Conversions

12. DIGITAL AUDIT
SHACK-MATRIX™: DIGITAL SCORECARD
PRESENCE GRADE
Representation on relevant platforms
AUTHORITY GRADE
Official channels are the primary source of information
TG GRADE
Mix of the TG the brand’s platforms appeal to
ACTIVITY GRADE
It is a digital scorecard Level of activity on existing channels
assessing the brand’s
entire digital presence on RE-CONNECT GRADE
key grades critical to it. It Attributes and values TG connects the brand with
helps in identifying
improvement areas and
COVE-CON GRADE
Mapping of coverage and conversations generated by the coverage
opportunities that can be
tapped SENTIMENT GRADE
Overall sentiment index divided into Owners and Aspirants
Disclaimer: DEM and Shack Matrix are exclusive property of Shack; re-use without permission strictly prohibited

13. DIGITAL AUDIT
The Methodology
This is based on data mined over the last 14 days and can be increased to
larger sample space
The competitor space we have considered for the new 3 series includes-
1. Mercedes C-class (W204)
2. Audi A4 (B8)
3. Volvo S60
The data for the BMW captures the expectations from the new F30 since the
same has been revealed outside of India and it has been covered in AutoCar
India, Zigwheels and Overdrive India among others as against the opinion
about the competing cars
The Shack Matrix has been designed with our proprietary methodology and
takes into account factors such as influencer rating, usefulness, relevance,
redundancy, timeliness, strength of superlatives (best would be given a higher
weightage than good) etc.
Disclaimer: DEM and Shack Matrix are exclusive property of Shack; re-use without permission strictly prohibited

14. DIGITAL AUDIT
PRESENCE GRADE AUTHORITY GRADE
ACTIVITY GRADE (FB) TG GRADE (FB)
Disclaimer: DEM and Shack Matrix are exclusive property of Shack; re-use without permission strictly prohibited

15. DIGITAL AUDIT
COVE-CON GRADE RE-CONNECT GRADE
SENTIMENT GRADE RE-CONNECT GRADE
Disclaimer: DEM and Shack Matrix are exclusive property of Shack; re-use without permission strictly prohibited

16. DIGITAL AUDIT
Insights:
Like others:Indistinctive ownership.
Uncaptured digital footprints.
Non-contextual TG Currently BMW’s digital
presence is indistinctive,
the TG on the platforms
Non-conversational- Reactive. don’t have any context to
relate to, the
communication is non-
conversational and
interactions are not
captured in one place

17. DIGITAL AUDIT
Opportunities:
Create Symmetrical presence
Context building with TG
Launch & Post Launch Engagement

18. TARGET GROUP
OWNERS:
Owners/ prospects/ enthusiasts
ASPIRANTS:
Future prospects/ enthusiasts/
Understand & appreciate brand’s
Aesthetics & do similar work in their
Personal capacity/ Identify with the brand/
Influencers

19. OWNERS
ASPIRANTS
The graph shows the concentration of the two segments of the TG on the technographic
ladder. We can see that the OWNERS are largely joiners, spectators or completely inactive
and largely use the medium for communications & networking
While it is the ASPIRANTS who are most active on the digital platforms and are creators of
content, engage in conversations, rate the content as well segregate it through bookmarking
and tagging.

20. BUZZ: LAUNCH
Whenever there is any car launch
happening, there is a large amount
of buzz around the brand wherein
both the TG segments are equally
active in anticipation of the
launch……

21. BUZZ: POST-LAUNCH
However, this buzz rapidly declines
once the launch has taken place. It is
only the owners who seldom connect
to seek specific information while the
aspirants have no avenue to connect
with the brand

22. PRESENCE & BEHAVIOUR
OWNERS ASPIRANTS
Joiners, Keeping in touch with friends and Interacting with friends, Consume videos,
acquaintances (Photos, Messages), Videos Cool hunting: Follow trends and memes,
They rarely join brand pages or share Social Games, Joining communities around
interesting content, Use smart phones topics of interest, Following brands for deals,
A small percentage does play social games. promotion or showing admiration
Following influencers, Sharing created
Content around topics of interest, Following content (Blogs), Sharing content that they
influencers, News, Customer Care consume (Articles, Blogs, Videos, Pictures),
They mostly consume content and interact Interacting with celebrities, Awareness about
with other influencers trends
Writers, Designers, Bloggers, Journalists,
Comic artists, musicians, photographers are
active here
Professional networking, Professional
groups, Enquiries, Asking for Largely joiners, Have a presence, trying to
recommendations, Q&A build up their professional network,
Knowledge sharing

23. PRESENCE & BEHAVIOUR
A very small percentage has their own Travel & Lifestyle, Design-related, Concept
blog, however, they read other blogs blogs giving niche content on a topic,
especially those on news sites (LiveMint Tumblogs (Tumblr) for largely fashion & style
etc) related content, Photo blogs, Social blogs
They do consume & appreciate such as Posterous & Tumblr, Magazine &
exclusively created and well curated News blogs
content on blogs (Driven, Nowness etc.) They comment a& share on other blogs,
maintain their own blogs, discover
interesting blogs through social platforms
Pinterest is still in the invite phase and
therefore appeals to this target segment Takes the entire experience of pinboarding
because of its exclusivity. It is a visual paper cutouts online.
medium and therefore easy to consume, It appeals to car enthusiasts, designers,
especially on mobile devices while on the sports enthusiasts, artists, writers etc. who
move have always used pinboarding to collect and
curate interesting things from magazines,
journals, newspapers, books etc.
They are viewers, rarely commenters and
creators. Besides consuming, they are also creators,
Consume videos on music, talks, news, TED, subscribers and commenters on this
sports, movie trailers medium.
They primarily contribute towards the virality
of a video by spreading it across platforms.
Interests: Music, Movies, Short films,
concept videos, talks, Sports, Ads, TV shows

24. CENTRAL IDEA & THEME
BMW 3.0
(www.ThreeIsWhat.com/www.Three.is)
What would the 3 series be-if it were a web
platform

25. CENTRAL IDEA & THEME
CONCEPT
• The all new BMW 3 series is the ultimate object of desire for
car lovers.
• But not all car lovers are/will be able to experience the car
first hand. How do we solve this problem?
• Enter “BMW 3.0”- The 3 series on the web

26. CENTRAL IDEA & THEME
ABOUT
• BMW 3.0 will be a concept campaign site launching
the new BMW 3 series on the conversational web
to showcase its ‘Strength & Supremacy’
– The site signifies the philosophy behind BMW 3.0 series and
acknowledges the achievements of people who excel in the fields
of design, art and technology and the objects of desire made
with the highest craftsmanship
– It allows users to experience the BMW 3 series in a unique
personalized manner and create buzz around the launch

27. CAMPAIGN OBJECTIVES
- AFFINTIY & RECALL:
- BMW 3.0 will be the equivalent of the all new 3 series on the web allowing the TG
(Owners+Aspirants) to experience it in a unique and personal manner.
- Showcasing the philosophy, values and characteristics that define the all new BMW 3 series
SPORTS LUXURY
DESIGN ART TECHNOLOGY
Elegant Sporty Flair Clear aesthetic appeal Pioneering technologies
- RECALL & DIALOGUE: Repository of information about awe inspiring people, objects of desire and
innovations which are similar to the glorious past, lineage and finesse of the 3-series that connects
with the TG in a visceral way
- DIALOGUE & VIRALITY: A playful interface with social gaming designed into the heart of the campaign
which incentivizes users to come back repeatedly and spread the buzz
- VIRALITY: A unique vanity URL with personalized content that models the user in the unique image of
the car, Contests and Interactive Games
- SITE TRAFFIC & TEST DRIVES:
- Cross-promotion across owned platforms with specific calls-to-action to drive traffic to the
website. These calls-to-action would be given after a unique aspect of the car has been
highlighted in sync with the other content that is created. Also using the strength of creating
referral traffic from YouTube, Twitter and Pinterest (Pinterest currently is the second largest site
sending referral traffic)
- Since Pinterest is an invite-only medium, the e-mail capturing section that will be used to send
Pinterest invites can also be additionally used to send personalized e-mailers for test-drive
registrations

28. CAMPAIGN TASKS
1. TG Mapping: Prepare personas by mapping AIOs (activities, interests, opinions), demography,
geography and media consumption pattern for the 2 TG segments
- TG1: Owners
- TG2: Aspirants
2. Presence Management: Establish the presence of the brand on relevant platforms as per the
campaign
- Identifying the relevant platforms
- Developing presence by populating it with content & creatives
- Maintain the platforms as per the plan
3. Campaign Promotion for launch
- Use the relevant channels to promote & cross promote the platforms
- E.g. lead capturing to be done through Website, campaign site, Twitter and Pinterest
- Product promotion would be carried out through all channels
- Promote through paid and organic means (Content, Creatives, MetaTags, Bookmarking, Open
Calaise) as well as referral traffic
4. KeyDeliverables
- Identify platforms
- Design & Development: Campaign site, Applications, SNS, Creative
- Content Strategy: Content Plan, Editorial Calendar & Content Budgeting, Mapping Content
Resources, Content Production
- Campaign Monitoring & Review

29. PLATFORMS PROPOSED
CONCEPT CAMPAIGN SITE
BMW 3.0 will be a concept campaign site focussing on launching BMW 3 series and in turn
educating car lovers about the lineage and uniqueness of the car. The site will have an
element of gaming and sporty flair. People would be able to play with the website and in the
process get to see aesthetically pleasing content. With the help of our well equipped Tech
Team we shall integrate this website with social features so that people can share, invite
and get into conversations.
Website will have 3 phases-
• Pre-launch: This will go live 15 days before the launch of the car giving sneak preview
of the content as a story. Focus- 3 is what?
• Launch: The website will go live with the complete content cross promoted on other
owned platforms
• Post-Launch: Focus will shift from 3 series to brand BMW and a slightly revamped
website will go live. Content units will comprise of
– Articles
– Videos
– Photo-essay
– Podcast
– Creative- Illustration, comic, infographics
– Music
– Event- Launch
– Game- Threedefine
– Generate Leads

30. PLATFORMS PROPOSED
SOCIAL WEB
We propose to use the following platforms to engage people and generate buzz about the
launch through BMW 3.0
• FACEBOOK
• YOUTUBE
• PINTEREST
• TWITTER
• YOUTUBE
• LINKEDIN
• TUMBLR
MOBILE
• AR- Info
• Game- Three.define
• Mobile optimised Campaign site
• Applications
OFFLINE INTEGRATION
• Launch coverage
• Pre-launch/Launch events- Art/Design/Technology

31. CONTENT STRATEGY
To let users experience the brand by creating and
curating niche content showcasing the philosophy
and personality of the all new BMW 3-series and the
overall brand. It will be done by featuring exemplary
individuals and inspirational things signifying the
above mentioned qualities of the brand.
The idea is to let users discover and share the
content which inspires them. In turn, it helps achieve
- Awareness
- Recall
- Dialogue

32. CONTENT STRATEGY
Campaign Website
The content website will feature content from 3 fields
- Art
- Design
- Technology
The Content will comprise of
- Short Essays
- Features
- Multimedia pieces
- Photo Essays
- Music
- Illustrations
- Information about the product
The Content will be Editorial in nature created by established authors,
photographers, multimedia artists, illustrators

33. CONTENT STRATEGY
Campaign Website
The content website will feature content from 3 fields
- Art
- Design
- Technology
The Content will comprise of
- Short Essays
- Features
- Multimedia pieces
- Photo Essays
- Music
- Illustrations
- Information about the product
The Content will be Editorial in nature created by established authors,
photographers, multimedia artists, illustrators

34. CONTENT STRATEGY
Facebook
Facebook will be used to do community building and to create buzz about 3 series launch
Inform
– History/Lineage
– New 3 series- Videos + Images + polls
– Comparison charts
– Interactivity around images
– Linking various content of the campaign site with different characteristics of 3
series
Activities
– Engage TG in in activities as Timeline hunt
– Connect (Image 1 + Image 2)
– Quiz days
– Puzzle on Pinterest/FB
– Contest
– Hold a contest with the help of an interactive quiz where people can publish their
scores
Applications- Three is U

35. CONTENT STRATEGY
Facebook: Sample
• Activity: Nominate inspiring individuals and their stories
• Content: Product features reflecting the smallest of
details and how one can benefit in the daily lives E.g.
Introducing the Comfort Access special accessory- Now no more searching for your keys while
struggling with your bags after a strenuous shopping trip. <Image macro-shot attached>
• Virality: Sharing the BMW 3.0 activity on the timeline.
Also integrating the Open Graph API to create an app
section pulling feeds from BMW 3.0
<name of player> THREEDEFINED himself as <avatar name>. Experience BMW 3.0 to
THREEDEFINE yourself.
• Wall of Fame: This will display the individual
‘Threedefined’ pages of the people who have played
visualized in an interesting way

36. CONTENT STRATEGY
Twitter
• Use twitter to get in touch with influencers and initiate
dialogue on BMW 3.0 by
– Ask journalists to share their expectations
– Creative people to share what do they think when people
mention 3.0
– Moderate the dialogues
– Information about 3 series features
– Invite people to BMW 3.0
– Declare contests
– Twitter mentions visualization
– Leads
– Live tweets from launch
– Retweet people sharing 3 series launch tweets
• Trending topic #3serieslaunch #threeis #threeiswhat

37. CONTENT STRATEGY
YouTube
• Launch a branded YouTube channel showcasing the unique
qualities of BMW 3 series with the help of concept videos
– Video 1- Stop animation. Video with music featuring B.L.O.T
– Video 2- Creation of BMW Part 1 & Part 2
– Video 3- People reacting to the launch
• Use the videos/Multimedia pieces to increase the visibility on
web.
• Innovative, interesting and creative multimedia pieces will
help brand build the affinity, helping in creating buzz
(sharing) and conversations (brand recall)

38. CONTENT STRATEGY
YouTube: Video Concept I
The BMW is not just a car – it’s an experience in lifestyle, in driving
pleasure, in aesthetic beauty, in supreme engineering and sheer
brilliance. The personality of the BMW directly correlates to its owners
– driven, achievers. The multimedia piece brings together all of these
elements to present a piece that reflects BMW as a superior brand and
the 3 series as the ultimate object of desire.
The piece shows the car plant in Chennai. It talks about BMW in India
as an iconic symbol. It is a combination of video, stills and audio that’s
fresh and fast paced. The sounds and voices that are heard come from
the crafting of the BMW 3 series – bringing it together from start to
finish. It shares BMW’s vision for the Indian market, presented in an
aesthetic and visually appealing manner. It captures its extraordinary
characteristics like precision, supreme design and innovation.

39. CONTENT STRATEGY
LinkedIn
• Showcasing the brands products and services.
• Syndicate Links
• Engage in dialogue
• Post reviews and recommendations
• Running recommendation ads targeting the right
TG: Send traffic to BMW India website (launch &
post-launch)

40. CONTENT STRATEGY
Pinterest- The first brand in India to use it
• Creating virtual boards for all things 3 series cross ported
from FB/BMW 3.0/YouTube. Suggested pinboards-
– Museum of 3: A showcase of BMW 3-series over the years
– Art/Design/Technology: From BMW 3.0
– Videos: YouTube screenshots with description
– The New F30: Images of the new F30, will drive traffic to the
website
• It also helps in boosting virality. Currently, Pinterest is second
when it comes to sending referral traffic
• The platform also has a very niche audience consistent with
the TG of the brand
• The concept website will also have ‘Pin it’ button allowing
users to pin and share content created on the BMW 3.0 site

41. TENTATIVE CREATIVES

42. CAMPAIGN SITE

43. Instructions on how to play
the game Images of
inspiring people in
the field of art,
design &
Instructions on how to play technology in the
put in the form of a video background
Connect to the Facebook
and Twitter platforms of
BMW 3.0
Three images
showing people or
objects of desire
symbolizing
supreme design,
art & technology.
User can choose
any one in each of
the three boxes
When the user hovers mouse over Call to action to Shuffle the
an image it spans out to occupy the images to come up with a
box. User can fix it by clicking new image set

45. All three images have
been selected and
fixed by the user
Call to action to Submit and
‘Threedefine’ yourself and
know your quotient with
respect to art, design &
technology

47. Connect with the FB account
of the user to automatically
post all interactions with the
app to the timeline of the
user.

49. Quotient Score:
Separate from Art,
Design &
Technology
Unique Vanity URL will be generated
www.three.is/<user name> that can be
shared on social network platforms
Three.define because we are defining Content pieces based on the inputs of the
the user in 3 quotients: Art, Design, user. These content pieces will be exclusively
Technology created by Team Shack keeping in mind the
design, art and technology benchmark of
the new BMW 3-series

51. Unique Vanity URL will be generated
www.three.is/<user name> that can be
shared on social network platforms

53. Any content piece that is clicked on expands
onto the screen and the background will be
blanked out

54. FACEBOOK
1. Clues related to the BMW 3 series
will be planted in the Facebook
timeline
2. Users will then have to play an
interactive quiz based on these
clues
3. Winners will be gratified

55. PROMOTIONAL TACTICS
Buzz Brand Recall Leads Test Drive
PRE-LAUNCH
Build-up (15 days prior to launch)
1. Launch the campaign website without BMW logo
2. Start building conversations around 3iswhat on SNS and send them to the
website, showing them a sneak preview of content units
3. Ask them to write what does 3 mean to them. They can write the same &
publish to FB/Twitter etc.
4. Run Display Banners ‘3 is what?’ and build curiosity
5. One can run a print campaign sending the traffic to FB/Website
6. Use Facebook + Twitter to increase the curiosity and anticipation
‘COUNTDOWN STOPS AT 3’
7. Run Flier Ads with the same concept

56. PROMOTIONAL TACTICS
Buzz Brand Recall Leads Test Drive
PRE-LAUNCH
Contests
1. Dig timeline on Facebook, find clues and play an interactive quiz
2. Complete the jigsaw puzzle on Pinterest
3. Threedefined- The unique vanity URL that will be generated on Three.is can
be shared. The one reshared the maximum number of times will be
declared the winner. Maintin a leaderboard on FB/BMW 3.0 website
Ads
Targeted Flier Ads- Facebook
Promoted Tweets- Twitter
Banner Ads- Selected Properties
Video Ads- Network
Mimic- YouTube
WOM
Take selected few people from the pool and offer them test-drive let theme talk
about it. Don’t allow them to take photos

57. PROMOTIONAL TACTICS
Buzz Brand Recall Leads Test Drive
LAUNCH
FACEBOOK
Countdown Timer started 3 days ago will have numbers counted backwards
At the exact time of launch, the countdown will stop at 3 [an animation video can be used here]
Promotion: Flier Ads + Animation + TimeLine+ 3isU*
* Launch 3isU, let people nominate new faces, created feature pieces for 3 of these people and put theme
on BMW 3.0 in a week’s time
YOUTUBE
Launch mimic page with 4 Videos
User landing on YT will see the stop animation video and proceed to see the other 4 videos
Links at the top will send them to website/ concept site (3 is what)
LINKEDIN
Syndicate content + Recommendation Ads (link to website + BMW 3.0)
PINTEREST
Picture Puzzle
Put up a board with a missing picture of a puzzle. Send them to the car website to get it and ‘Pin It’
TWITTER
Share Threedefinition unique URL
Ask people to Threedefine themselves in 140 characters
Share interesting information about people & things and send to BMW 3.0

58. DEM™ = COMMUNITY + QUERY + CRM + ORM
CONVERSATIONS QUERIES COMMUNITY MENTIONS
Insights CRM Build ORM
- Pro-active - Product
FAQs
Capture - Reactive - Brand
- Campaign
If not FAQs - Competitors
Analyze
Categorize
Shack Matrix
Escalate
Insights
Attend Community Management, Query
Handling, Lead Management as
well as Monitoring of reputation
can be handled from inside Shack’s
DEM™
Disclaimer: DEM and Shack Matrix are exclusive property of Shack; re-use without permission strictly prohibited

59. DEM™: SNAPSHOTS
Disclaimer: DEM and Shack Matrix are exclusive property of Shack; re-use without permission strictly prohibited

60. TIMELINES (INTERNAL DELIVERABLES)
1. Evaluation Report: 15 working days
- Project and campaign architecture
2. Design & Development: 30-45 working days
- Campaign Site
- Applications
- Creatives
- Site Identity
- SNS Indentity Profile
- E-mailers & Newsletters
3. Content
- Content Planning
- Content Budgeting/ Editorial Calendar
- Content Production: 2-week content cycle (Production to start 3 weeks in advance)*
- Articles: 7 working days
- Videos: 10-14 working days
- Photo-essays: 7 working days
* Content production and Website design & development will be carried out simultaneously

61. TIMELINES (CAMPAIGN)
1. PRE-LAUNCH: Week 1 & Week 2
- Build-Up
- Word of Mouth
- Ads
- FB Activity
- Twitter
2. LAUNCH: Week 3 to Week 7
- Campaign Site launch
- FB Contest
- FB Application
- Pinterest
- YouTube launch
- Promotion
- Ads

62. TEAM
1. Abhiram – Research/ Analytics
2. Abhishek – Branding/ Strategy
3. Ajay Poonia – Project
4. Geetanjali Krishna – Content Strategy
5. Shyam Somandh – Digital Strategy/ Technology

63. STRATEGIC TEAM- PROFILES
Shyam Somandh – Digital Strategy/ Technology
Having spent 10 years in India's digital domain, Shyam is a journalist turned digital
strategist. He has pioneered new technologies, products and paradigms, including the use of
RSS for content syndication (at Indian Express, Timesofindia.com and Economictimes.com),
micro-content (Twitter at CNN-IBN, which was the first Indian news organization to get on
the platform in 2007) and non-traditional methods to discover and distribute content (XMPP
to push/pull content at CNN-IBN).
Abhishek – Branding/ Strategy
He has been the strategic force behind digital campaigns of KKR, Reebok India, Idea Cellular,
PepsiCo India and Yahoo!. He is also the Founder and CEO of an independent new media
outfit Shack Design Co.
Geetanjali Krishna – Content Strategy
A book publisher and a columnist for Business Standard for over 15 years, Geetanjali has
been the content strategist for brands like Goodyear India.
In 2006, she set up a social media platform called Copper Beech.

64. STRATEGIC TEAM- PROFILES
Ajay Poonia – Projects
Ajay has an experience of over 3 years in the digital domain and has executed projects for
brands like Goodyear India, Yahoo! World Search Championships and the award winning
Madhya Pradesh Tourism.
Abhiram – Research/ Analytics
He has expertise in market & brand research.
In his past, he worked with UBS Investment Banking for 2 years as a Senior Analyst

65. TRAINING PROCESS
STEP I
Brand Orientation:
Team working on the project understands the Brand in its totality.
- Brand History
- Brand Offerings
- Brand Positioning
- Brand Messaging
- Communication Guidelines: Marketing, PR
- Brand’s Marketing Objectives & Initiatives
- Brand ‘s Communications & Initiatives
STEP II
Preparing Brand Manual:
We prepare a comprehensive document which sums up the guidelines to be followed by the
team. It includes-
- Plan
- Content Strategy
- Creative for various Platforms
- Communication Guidelines- Reputation & Community
- Promotion- Advertisements
- Key people in the brand team who have to be included in all communications, Who to
contact for what
- Setting micro-objectives
We make guide sheets and checklists to ensure adherence to Brand’s guidelines

66. TRAINING PROCESS
STEP III
Skill Building Workshops:
- To equip the team with the required skills, we organize regular in-house workshops
(‘Unshackled’)
- We consult experts, invite industry veterans, pro-actively interact on relevant channels
such as LinkedIn, Quora, Blogs and Twitter
STEP IV
Project Management:
- Assigning specific tasks to team members
- Fixing communication flow between two teams
- We assign a Project Head & Account Head to streamline all communications
STEP V
Tools & Platforms:
- We use Basecamp for Project Management
- Clients have access to the same for tracking day to day progress
- DEM™*
- Content Budgeting
- Review, Publishing
- Monitoring & Tracking
- Analytics & Insights

67. KEY PERFORMANCE INDICATORS
1. Awareness & Recall
- Delivery on Shack Matrix: Increase Re-Connect Grade, TG Grade
- Impressions, Keyword mentions, Number of shares across platforms
2. Dialogue
- Delivery on Shack Matrix: Increase Authority Grade, Presence Grade, TG Grade,
Cove-Con Grade
- Number of comments, Number of enquiries, Number of e-mail registrations for
Pinterest, Number of contest participants
3. Virality
- Delivery on Shack Matrix: Increase Presence Grade, Activity Grade, Re-Connect
Grade
- Number of unique URLs shared across platforms, Number of subscribers on YouTube
channel, Organic growth on platform
4. Website Traffic
- Delivery on Shack Matrix: Increase Authority Grade, Presence Grade, Activity Grade,
TG Grade
- Paid traffic: FB Ads traffic, CTR on banner ads, Traffic from Google Ad campaigns
- Organic traffic: Referral traffic from other owned platforms, Increase in Absolute
Unique Visitors, Device specific traffic, New vs Returning Visitors
5. Test Drives
- Delivery on Shack Matrix: Increase Activity Grade, Authority Grade, Presence Grade,
TG Grade, Cove-Con Grade
- Conversions (Set goals on Google Analytics), Number of drop offs during registration
process