This document provides information on developing an effective social media strategy. It discusses key components like listening to social media conversations, setting goals and objectives, developing a content strategy tailored to different target audiences, and implementing the strategy across relevant social media platforms. It also emphasizes measuring the performance and effectiveness of the strategy. Two case studies on Maggi's comeback campaign and Cisco's launch of the ASR 1000 router are presented to illustrate best practices in social media strategy.

1. Social Media Strategy

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Objectives
 Importance of an effective social media strategy
 Key components of social media strategy
 Evaluate the effectiveness of your social media
strategy
 Plan and execute a social media strategy step by
step

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Why Social Media Strategy?
E-Mail 13 million people on the e-mail list received 7000 variations of more than 1 billion emails
Social
Networks
5 million friends on more than 15 social networking sites. 3 million friends on Facebook alone
Website 8.5 million visitors to MyBarackObama.com (at peak)
Video Nearly 2,000 official YouTube videos watched more than 80 million times, with 135,000
subscribers. 442,000 user generated videos on YouTube
Mobile 3 million people signed up for the text messaging program
Each received 5-20 messages per month
Phone Calls 3 million personal phone calls placed in the last four days of the campaign
Key highlights of Barack Obama social media campaign is given below:

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THE INTERNET REVOLUTION
Source: eMarketer.com, used with permission.

5. Important Social Media Objectives
Source: eMarketer, used with permission

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How to build a successful strategy
Social Media Strategy Cycle

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1. LISTEN
Listening Cross Platform and Holistic Listening
Look at brand specific trends. Look at market trends and overall industry
activity.
Derive insights from social media posts. Derive insights from social media posts, images,
blog posts and comments, search trends, organic
search and customer bios, and profiles.
Examine only online content. Examine online content and also offline behavior
through various studies and experiments.

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 Examples of Listening
1. Paytm Karo
Mobile wallet
The Listening Exercise
The lead marketing agency, McCann Worldgroup conducted a listening activity and
found out that for the Tier 1 and Tier 2 city customers, the world of online payments
was becoming a bewildering web.
Strategy
 The company wanted its customers to accept PayTM cash as an alternative and
better form of currency.

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Paytm’s shift in frame of reference in its
marketing approach
Results
In 10 months, the number
of Paytm wallets increased
from 23 million to 105
million wallets.
Paytm became the most
trusted brand in the
category, according to a
study by Economic Times.
Courtesy: Paytm, used with permission.

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2. Kissanpur
Listening Exercise
 Company found that consumers, in general, judged the quality of ketchup
based on the quality of tomatoes it is made from.
 Consumers thought that ketchup is made from pumpkin and other cheap
ingredients.

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Strategy
‘Grow what you eat. Eat what you grow.’
Result
Kissan ketchup consumption grew by over 2.5 times.
It outscored market leaders like Maggi in 'naturalness' and 'made from best
quality tomatoes.'
Courtesy: Copyright World Advertising Research Center (WARC), used with permission

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Tools to Listen
Main Functions of Listening Tools
• Google Alerts
• Google Trends
• Twitter Search
• Social Mention

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2. Goal Setting
Tata Nano (Goal Setting for brand repositioning)
 Background
Perceived as the ‘cheapest car.‘
Repositioning of the car as a ‘fashionable car’ and as a ‘car for the youth.‘
The campaign was given a further boost on the International Youth day.
 Execution
A series of graffiti based posters with youth-centric slogans.
 Result
In a single day, Tata Nano’s daily organic reach rose over 57% above the average reach
of the month.

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3. Strategy
Consists of three main parts
 Content Strategy
 Target Group
 Platform

15. Content Strategy

16. 70/20/10 Content approach
Low-Risk Content
70% of the content
Medium Risk Content
20% of the content
• Micromax Unite Anthem
High-Risk Content
10% of your content
• Mr. Shah Rukh Khan, the brand ambassador of Big Basket, paying
a surprise visit to your house to deliver your grocery.
• Red Bull Stratos - Space Jump

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50-50 Content
Brand Mnemonic
 Ronald McDonald.
 Marlboro brand mnemonic is a cowboy in American countryside

18. Brand Story

19. Example-Interflora
‘Interflora sends bouquets to customers having a bad day.‘
In 2010, the company launched a campaign “Random Act of
Kindness”
that monitored the tweets of its customers.
Results
• Tremendous positive word of mouth publicity for Interflora
• Campaign reached 1.75 million people via blogs, news sites, and
Twitter
• Interflora communicated its brand story through this act of
kindness.

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Engagement Ladder
Social Media Customer Engagement Ladder

21. Context in Content Strategy
‘news jacking.'
AMUL social media post on the occasion of the canonization of
Saint Mother Teresa. AMUL social media post when P.V Sindhu
won the silver medal in Olympics 2016.

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Gillette - Women Against Lazy Stubble
(W.A.L.S)
 Strategy and Execution
A women’s movement called the Women Against Lazy Stubble (W.A.L.S) was created.
Launched on Facebook and other social media platforms.
Women began to shave men in a unique mall activation.
‘Shave-a-thin’ activity
Results
The entire campaign got over $ 2.5 Million worth of free media coverage across various
platforms, which was the highest for P&G India across all categories.
Sales grew by 500%,
Market share of Gillette went up by 400%.
Courtesy: Gillette, used with permission

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Audience Interests
Customers Product benefits, product features, discounts, price, delivery, warranty,
data about sales figures, etc.
Opinion Leaders Industry insights, forecasts, new product development, innovations,
comparative study, trends, analyst reports etc.
General Public Humor, entertainment, CSR activity, community engagement etc.
Target Group

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 Different target groups are present in different concentrations on different
social media platforms.
 For opinion leaders Twitter may be the platform of choice
 General public is on Facebook
 B2B company targeting customers on Linkedin
Platform

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Implementation
• Timely Posts- Buffer • Reaction Checks-Crisis management in
social media marketing

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Measure
 Social media metrics to measure the performance of a campaign are:
 Conversation Rate=No. of comments / Reach.
 Amplification Rate=No. of shares or retweets / Reach.
 Applause Rate=No. of likes or favourites / Reach.
 Engagement Rate
• Economic Value= Short Term Revenue + Long Term Revenue

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Short Term Revenue Long Term Revenue
Macro Conversions Micro Conversions
When someone pre-orders the phone. When someone goes through the
brochure or subscribes for an alert
when the phone is ready for sale.

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Value per lead generated can be calculated separately for each platform
Economic value per lead generated from social media

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Case Study- 1. THE FALL AND RISE OF MAGGI
 Agency: McCann Worldgroup
 Source: Vibha Gupta and Jitender Dabas, WARC
 Challenge
 Maggi India faced the worst crisis in May 2015 when the Food Safety and
Standards Authority of India (FSSAI) labeled Maggi as unfit for consumption
because of excessive lead content.
 The brand trust scores had dropped from 98% to 2%.

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 Listening Exercise
It was found that most of its loyal customers (the youth) still loved the product and
expressed their love for Maggi on social media.
 Objectives of the campaign
The entire campaign was designed for establishing an emotional connect with the
customers.
Key Performance Indicators
1. Sentiment around social media
2. Brand trust scores
3. Market share regain after crisis

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 Strategy and Execution
Phase 1: Connecting with the product lovers
Phase 2: Nestle standing up for Maggi
Phase 3: Connecting with the worried moms
Phase 4: Perfect Landing
 Results
The campaign led to a blockbuster comeback for Maggi.
On 11th November 2015, 60,000 comeback kits of Maggi were sold in just 5
minutes on Snapdeal.
The conversations around the brand shifted from negative to positive.
The brand trust grew from 2% to 79%.
Courtesy: Copyright World Advertising Research Centre (WARC), used with permission.

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Case study- 2
Launch Of Cisco ASR 1000 Series
Routers
Source: Kellogg School of Management case study
Prepared by: Prof. Mohanbir Sawhney
 The Cisco ASR 1000 series router addressed the need for a huge bandwidth router
where more and more people access data at a time.
Strategy
A “3V” strategy was adopted to launch the campaign
 Virtual
 Visual
 Viral

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Implementation
 A microsite featuring teaser videos was launched for the “uber users”.
 Videos on the microsite were further posted on YouTube.
 Facebook groups.
 “3D Quest” Game.
 A discussion forum.
 A virtual 3D environment ‘Second Life'. It was based on the ASR 1000 router, and this helped
Cisco to showcase the product’s capabilities.
Results
The campaign was a success and generated 40 million online impressions during the 3 month
period.
The “3D Quest” interactive game had more than 40,000 participants
Over a 1000 blog posts were written about the product.
Courtesy: Cisco, used with permission.