The social media marketing plan aims to attract young people in Bangalore to use the Namma Metro public transit system. It involves segmenting the target audience into those who own vehicles and those who don't. The plan will position the metro as a green, smooth and effortless way to travel across the city packaged with technology. Key tactics include running a photography competition on social media platforms like Facebook and YouTube to build awareness and engagement. Performance will be measured based on metrics like fan growth, engagement, traffic and online ticket sales. The total budget is $13,000 with most allocated to Facebook ads, and the rest to blog content, website development and app features.

1. social media marketing plan

2. Communication
Objective
“ Attract young Bangaloreans to use Namma Metro”

3. SToP over !
Segmentation
People who
travel in
Bangalore
People who
People who
don’t own a
own a vehicle
vehicle
Prefer to travel Uses other
Using auto
by own vehicle means also, for Using bus
rickshaw / cab
all times convenience
Targeting
Positioning
Green, smooth and effortless ride across the city, packaged
with technology & modernity, seasoned to match local flavour.

4. LISTEN Social mentions
Streaming topics
 Namma Metro
 Travelling in Bangalore
 Bangalore traffic
 Bangalore photography
 Cab goers in Bangalore
 Low floor buses Bangalore Influential blogs .. (blog level research)
 Rickshaw driver menace Bangalore
 Banglued
 Green Bangalore
 Bangalore buzz
 Bangalore –city blog
 Bangalore belly
 Bangalore metblogs
 Namma metro tales
 Namma metro photo blog

5. PREPARE
Social Media Strategy Framework
PR &
Marketing
4 R’s of
Customer
Service
Sales social media
marketing
 Recognition
 Reward
 Relationship
 Retain

6. Targeting Social Media to Your Business Goals
Business Drivers Goals
Financial
Revenue • 10% increase in online ticket sales
Expenses •Limit ad spent to $13000 for a 60 days
Leads campaign
Customers
Customer experience/satisfaction • Build relationship and retain customers
Customer service/support •Address maximum customer issues
Building community • 25000 facebook fans
• 1500 twitter followers
Brand
Awareness • Positioning Namma Metro as a youth
Thought leadership oriented brand
Innovation

7. Measuring in Conjunction with Marketing Goals
Tool Purpose and Strategy Rank Priority
Blog Thought leadership, depth, 2
engagement, linking &
guest posts
Twitter Headlines, engage, sales, 3
solve service issues,
competitor insight
Website Customer care, facilitating 4
ticket sales
Facebook Social, friendly, link to 1
website and blog, video
YouTube Amazing stories, brand 5
awareness

8. ENGAGE
namma metro - photography competition
 Facebook (ask fans to register for event)
 Twitter (micro blogs about the event)
 Blogs (posts best pics daily, selected by panel)
 Youtube (videos of namma metro as well as event promotion)
 Website (host event, enable online ticketing platform)

9. MEASURE
Facebook ( Awareness, drive traffic to Blog (Customer support, satisfaction,
website, relationship) thought leadership, insights)
 # of Fans of members in your group  Total # of posts or average page views
per post
 Percentage of items shared on
Facebook  Traffic overall or per post by services
like Google Analytics
 Percentage of traffic driven to website
 Subscriber counts via an RSS
 Facebook fan page analytics
 Comment counts per post (measures
engagement)
Twitter (Thought leadership, brand
awareness)
Youtube (brand awareness)
 # of followers
 # of views
 # of retweets of all links
 # of shares
 # of people who respond (@) to
questions, polls, etc.  # of comments
 Percentage of traffic driven to website
 Became a trending topic or not Website (Monetization)
 Revenue generated through online
ticket sales

10. BUDGETTING
 Total Campaign Budget - $13,000
 Facebook Ads - $10,000
 Blog content (paid) - $1,000
 Website & App development - $2,000