This document provides a creative and social media pitch for Lodha Group's social media management and strategy. It discusses managing multiple property pages for Lodha and the benefits and drawbacks of different approaches. It also identifies some current hurdles for Lodha's social media and provides solutions, such as addressing timelines for flat possession and dealing with online negativity. The document then provides recommendations for Lodha's social media strategy, including research on housing demand, buyers' home search methods, and reasons for moving. It suggests targeting different customer segments and providing tailored communications. Platforms, content types, and an influencer activity are suggested. The big idea is for customers to feel pride in owning a Lodha

1. LODHA GROUP
Creative and Social Media Pitch

2. Social media management
for multiple properties

3. Page management
Lodha
Group
Group
Page
Geo specific
page
Genre wise
Project
specific page
• Likes accumulated on one page
• Lodha philosophy flowing everywhere
• Targeting options available on interest and
location
• Hamper design and content uniformity
• Occasional clutter
• Strong project focus
• Different TG, different messaging • Difficult to manage
multiple properties
• Fan base division
• Low content shelf life
• Perfect when it comes to
geographic targeting
• Easy lead management
process
• Not suitable for multiple
property investors
• Lodha Realty and Lodha Luxury
• Premium and non premium segregation
• Good for targeting
• Fan base division

4. Multiple pages by third party
• Report irrelevant pages
• Unify fan pages with good
following
• Cross promotion on multiple
platforms

5. Fix current hurdles

6. Hurdle 1
- Timelines for flat possession
Solution
- DM or email to people who are associated
with the flat
- A section on project website to know the
status of a their flat. A tracker, basically
Track my flat

7. Hurdle 2
- Deal with online negativity
Hurdle 2
- Deal with online negativity
Solution
- Rapid ORM management
- Systematic CRM
- Personalized /customized replies
- Use smart ORM tools to measure sentiments &
manage multiple platforms
- Once a month engagement activity
- Twitter casual conversations with followers to
humanize the brand
- Influencer activities

8. Social Media Strategy

9. Social Media & Realty

10. Research
85%
7%
8%
HOUSING DEMAND IN INDIA
Affordable housing Mid-income housing
Luxury housing
1-2 BHK
400 sq ft
2-3 BHK
1000 sq ft
3-8 BHK
3000 and beyond
Recommendation
- Target mid and luxury segment by
a) Geographic
b) Age group
c) Interest
d) Marital status
e) Job profile
f) Affinity for high value good
- Tailor-made communication for different
segments of Lodha offering
(Detailed targeting available)

11. Research
0 20 40 60 80 100
Real estate agent
Yard sign
Mobile app or website
Open house
Mobile search
Paid ad
What do buyers use to find property
Recommendation
- SEO for mobile
- Mobile friendly website

12. Research
To live in a larger space
To live in a home suited for their
life phase
To live in a home suited for their
lifestyle
To live in a better neighborhood
For a greener. Pollution-free home
Top 5 reasons buyers need to move
Recommendation
- Content topics around these topics
- Integrate Lodha’s USP with these pointers
- Separate content strategy for separate
psychographics

13. The Big Idea

14. People often like to showcase their
possession and make them noticed in their
conversation
After all why shouldn't they? They have
worked hard to achieve them.
Insight

15. Examples
I stay at
Bandstand
I have a
Jag
I own an i-
Phone

16. But we rarely see people talking about their real
estate.
This will change!

17. Our aim I stay in
Lodha
Where do you stay in
Mumbai??

18. Hence..
Lodha Group: Pride on your sleeve

19. Creative Rendition

23. Social Content Strategy

24. Suggested Platforms

25. Platform Route
Engagement
Influencer
Activity
Industry
Sentiment
Brand
Building
Leads
Innovation

26. Platform Route
Build
Credibility
Attract
Corporate
HNIs
Industry
expertise
Video gallery
Smart
tagging
Company
Bytes

27. Platform Route
Visual treat
Engagement
Share a
lifestyle
Significant
Buying
Influencer
Increase
referral
traffic
Branded content

28. Communication Guide
Aspirational
in approach
Classy look &
feel
Rich in
appeal
Upper Middle
Class Oriented
intent
Engaging
communicati
on
Non-
ambigious in
offerings
BRAND PERSONALITY
Recommended
personality on social
media

29. Content Mix
Lead
Oriented
10%
Industry news
5%
Geo Leverage
5%
Topical
5%
Generic Property
5%
Third party articles
5%
Brand
Building
10%
Current
Projects
10%
PR
10%
Expert Q&A
5%
Contests
5%
Videos
5%
Upcoming projects
5%
Culture & People
5%
Lodha leadership
5%
Home tips
5%

30. Content Type
It’s possession day! Welcome
to our hotel, Mr.Malhotra
Quality attracts quality!
Lodha homes are made for a
visionary like yourself.
Building
relationship
Aspiration

31. Content Type
Geo leverage Culture
Lavasa- India’s first planned
hill station
Puneri dancers carry a small musical
instrument with jingling cymbals called
the Lezim, after which the dance form
is named.

32. Content Type
Company updates Home décor tips

33. Tittle
Our Vision Project InsightsSign up/inBlogInterviewsSocial Media
Brick Tales by Lodha Group
Things You Don’t Know About
Mumbai skyline
Gardens: The new USP in the
property space
The blog includes helpful local news, events and guest posts by other local businesses which is shared across their
Facebook and Twitter profiles
Lodha Blog

34. Other Essentials
• Content strategy in
terms of content pegs,
type & genure
• Paid push is important
on each and every
post because a page
reaches only 3-5%
fanbase organically
• Tie up with famous
people on social media
in real estate, fashion
and lifestyle space
• Efficient ORM team to
manage complaints
and comments in
minimum TAT
ORM Influencer
Content
strategy
Paid Push

35. Influencer Activity
Power home for power couples

36. Tittle
- Offer Bollywood power couples to experience Lodha
- Ask them to share candid snippets, selfies and short
videos
using the hashtag #PowerHomeForPowerCouples
- This would inspire power couple across the country to
buy Lodha Home

37. Innovation

38. Smart Glasses
- Augmented Reality glasses to
showcase rooms
- Can be used in opening ceremony &
mall activities

39. Optimizing Social Media

40. Regional Content
India speaks 22 languages, why
restrict our communication to
English?

41. Facebook lead ads
- Inbuilt lead form
inside the ad
- Pre-filled information

42. Facebook Carousel
Can be used to display
the Lodha properties

43. Twitter Poll
Twitter polls to have valuable
public options and of course,
conversations

44. LODHA GROUP
Content Strategy

45. Need for Long Form Content
 To position Lodha as a real estate brand
 To improve brand image
 To make a difference in the Corporate space
 Generate Leads

46. Our Goal
To emerge as a successful brand in the real estate space

47. Communicating Themes
Better your brand image
Promote product
Excellence
Leaders’ talk
Social Initiatives

48. Creating brand awareness Content to focus on-
 Positioning Lodha as a real estate brand
 Blogs will talk about different existing
projects and upcoming projects
 Emphasis on residential spaces, locality,
amenities, and much more.
Sample Topics -
 Lodha Properties – Luxury living redefined
 Lodha – realizing the dream of second
home

49. Excellence
Content to focus on-
 Lodha’s excellence in real estate space
 Blogs will talk about the exclusive build,
amenities, comforts, and convenience
 It will focus on how we emphasize on
quality
Sample Topics -
 Lodha Belmondo – luxury living besides
Pune’s fast lane
 Why choose a home with Lodha

50. Leaders’ Talk
Content to focus on-
 Management views on Lodha Properties
 It will be PR and news listicles talking
about real estate market
 The idea is encourage real-estate
investment and luxury living concept
Sample Topics -
 Lodha Belmondo – luxury living besides
Pune’s fast lane
 Why choose a home with Lodha

51. Social Initiatives
Content to focus on-
 These blogs will talk about Lodha’s efforts
taken to develop rural areas
 This way, Lodha aims to bring decent
homes to people at budget-friendly prices
 The blogs will generate goodwill
Sample Topics -
 Lodha’s land redevelopment projects
 Lodha budget homes

52. Execution
 Blogs
 Review articles
 Infographics
 PR articles
 News Videos
with Summary

53. Thank You

54. LODHA REALTY
Creative and Digital Pitch

55. LODHA BELMONDO

56. LODHA PALAVA

58. Where do we stand?
 Lodha Palava City
 Likes – 8,918
 Engagement Rate – 4.51%.
 Lodha Belmondo
 Likes – 18,441
 Engagement Rate – 25.73%

59. Objective
 Highlight product USPs.
 Position brand as a
premium yet affordable
option
 Increase visibility and
reach
 Drive traffic to website

60. Who are we talking to?
 Urban Male and Female
 Mass Affluent
 Target 25-45, SEC A
 Sophisticated
 Young and Ambitious
 High, Not Traditional
Standards
 Still Quiet Conventional

61. Consumer Understanding
 Wants to be seen as
somebody who surpasses the
usual crowd and buys
distinguished products.
 Pacesetter in their social
circles.
 The one to set an example in
their social circles.
 They don’t only care about
houses, they also care about
a premium lifestyle

62. Journey

63. Reaching the Relevant Audience
Creating Brand Awareness
Ultimately Brand Recall

64. Lodha Realties – A life that everybody desires
 Lodha Realty isn’t just about a house or
a society.
 It’s about living a lifestyle that is
desired by people.
 A life so grand, premium, relaxing and
advanced that it is sought after and is
something people want to achieve.

66. Creative Rendition

72. Platforms Suggested

73. Social Content Strategy
5 Updates a Week
Posts will be a mix of brand
& engagement/ topical
content
Engagement
Use of videos, images, gifs,
trending topics and blogs to
engage users

74. Content Type
Lifestyle Interior What Completes
one’s style

75. Lifestyle
Visual

76. Interior
Visual

77. What Completes
one’s style
Visual

79. Content Strategy

80. LODHA REALTY
Content Strategy

81. Need for Long Form Content
 Builds Trust
 Improves Website Ranking
 Builds a Foundation
 Generates Leads

82. Why Long form Content?
Empowering
customers to
make informed
decisions
Driving traffic
through SEO
articles
Reduce the
Website
Bounce Rate
with
engagement
driven content

83. How Long form content works?

84. Goal of Long Form Content
To strongly influence the buying decision through relevant content

85. Communication Themes
Spaces and Places
Amenities and Facilities
Stylish Interiors
Vibrant Vicinity

86. Spaces and Places
Content to focus on-
 Real-estate market
 Realty News
 Pricing Factors
 Location Choices
Sample Topics -
 Best places to buy a home under 60 L
 Real estate investment options for NRIs
 Demand and Supply of Affordable Housing
in Mumbai

87. Amenities and Facilities
Content to focus on-
 Amenities for comfortable living
 Aspirational Lifestyle
Sample Topics -
 Important amenities to look for before
buying a house.
 Benefits of outdoor Yoga and Meditation
 Reasons why swimming is good for
health?
 Why do your kids need a digital detox?
(Play Outdoors)

88. Stylish Interiors
Content to focus on-
 Contemporary Home Décor Ideas
 DIY interior decoration Tips
Sample Topics -
 How to brighten up your living space?
 Interior decor tips to transform your home
into a palace
 DIY adorable ideas for kid’s room

89. Vibrant Vicinity
Content to focus on-
 Secure living
 Social Ambience
Sample Topics -
 Why are social gatherings important?
 Benefits of staying in a township
 How secure is your locality?
 How to judge the safety of your potential
house?

90. Execution
SEO Articles Blogs Infographics

91. Thank You

94. Market Insights

95. Market Insights

96. Objective
 To project Lodha
luxury as one that’s
class apart.
 To create a
communication which
would compliment HNI
status

97. Who are we talking to?
 India has the fastest
growing
HNI population in the world.
 Targeting HNI & NRI Sector

100. What do you call a space which is beyond
compare?
One which is unparalleled when it comes to
luxury. One that reinvents the definition of
finer living. It’s being ‘In a league of its own’.
A league where the only competition is with
one’s self. The competition to keep pushing
the boundaries and setting all new
benchmarks for extravagance and comfort.
Lodha Luxuries – In A League Of Its Own.

101. Creative Rendition

107. Platforms Suggested

108. Social Content Strategy
5 Updates a Week
Posts will be a mix of brand
& engagement/ topical
content
Engagement
Use of videos, images, gifs,
trending topics and blogs to
engage users

109. Content Type
Lifestyle Interior What Completes
one’s style

110. Lifestyle
Visual

111. Interior
Visual

112. What Completes
one’s style
Visual

114. Content Strategy

115. Luxury Living is beyond class and
comfort, it is an identity
Lodha Luxury – Living Embellished

116. You need to learn about
Luxury Living before
experiencing it

117. Articles, blogs and
magazines are the best to
know about Luxury Living

118. Objectives of Content for Lodha Luxury
 Promote luxury living
 Brand awareness & Offerings
 Living in Class
 Better Neighbourhood
 Luxury Amenities and facilities

119. #1 Luxury Living
Series of blogs & articles
talking about how to live life in
luxury and comfort.

120. Topics – Luxury Living
Best areas in Mumbai to book a home
Where can you wake up to a fresh morning
Owning a private garden in a city
Reside in style, work in style
What should you look for while buying luxury homes

121. #2 Brand Awareness & offerings
Blogs and articles talking about
Luxury Lodha apartments

122. Topics – Brand Awareness
 Choosing a luxury home
 Which luxury property is close to corporate areas
 Which Lodha Property best suits your style
 What facilities should your luxury home have

123. #3 Living in Class
How to live in class – do,
don’ts and tips about
styling your home to
match your class

124. Topics – Living in Class
 Tips to decorate your home
 Home themes for modern luxury homes
 Colors and carpets for homes
 Essential furniture pieces that you should own

125. #4 Living in Class
Blogs and articles talking about
the neighbourhood, the type of
people, environment, locality,
and the upkeep of the place.

126. Topics – Better neighbourhood
 Best cafes to check out
 IB schools around Mumbai
 Classes to enroll your children
 Top Sports club to be a member of

127. #5 Living in Class
How to live in class – do,
don’ts and tips about styling
your home to match your class

128. Topics – Luxury Amenities
 Supermarkets to frequent to
 Best hospitals in the neighbourhood
 Does your gym trainer train you good
 Socializing at society gatherings

129. Thank You

130. LODHA GROUP
ORM- Digital Pitch

131. ORM– Overview
Social
Media Site
Key Words
Research
Negative
Ranking
Suppression
Review
Sites
Forums
Press
Releases
ORM
Lodha Realty
Lodha Luxury
Lodha Group

132. Why ORM?
It helps in
creating a
powerful
online identity
It will help
Lodha connect
with their
customers via
various media
It’s about
improving or
restoring the
brand’s good
standing, which
simply helps in
building
customers’
trust

133. ORM Gone Wrong
Social media without ORM in today’s time is not a good idea but bad ORM is more
disastrous.

134. Our Goal
Our goal is to showcase Lodha Group as a trustworthy and positive brand,
by getting a ‘Very
Responsive’ badge
and maintaining
the response time
by keeping the
page clean from
spam
by attending and
counter attacking
all negative queries
with positive
comments in
standard time

135. Detail Process Scanning
Irrelevant Relevant
Lead
Ask Details
Write e-mail to
respective person
Close the query
Complaint
Raise an Alarm
First Level Reply
Get details & update via alarms
Close the issue
Neutral
Like

136. What We Will Do - Strategy Approach
With the help of ORM we will build and maintain better relationships
Lodha Realty Lodha Luxury Lodha Group
Considering our
audience
we will keep our
communication
semi-casual
we will keep our
communication
formal
we will keep our
communication
formal

137. Sample Response - Lodha Realty

138. Sample Response - Lodha Luxury

139. Sample Response - Lodha Group

140. The Outcome
Better lead
management
Excellence in service
to endorse our vision
Reduce the negative
attention

141. Top Tools
Radian 6Meltwater
Social media listing tool- Meltwater
CRM tool- Meltwater Buzz Engage
Social media listing tool- Radian 6
CRM tool- Radian 6 Engagement Console
Both the tools are leading the market, covers mostly all the platforms; which helps in tracking
brands, lead generation, competition and relevant news as it unfolds in real time.

142. Thank You