The document outlines a social media strategy for IIM Indore. It identifies key stakeholders and objectives, including increasing brand awareness, engaging current and prospective students. Popular platforms like Facebook, Twitter, YouTube and LinkedIn are recommended. The strategy involves coordinating posts across platforms, addressing user concerns, visual content creation, and measuring performance through metrics like followers, shares and comments. Best practices from other universities are also referenced, such as interactive communication, visual representation and developing qualitative/quantitative goals.

1. Team: Alchemists
Social Media Strategy for IIM Indore
Animesh Raj
Parishmita Gogoi
Prabhu DessaiVishwesh
Ranjan Kumar

2. CONTENTS
Mission & Objective
Relevant Social Media
Social Media Strategy
KPIs For Measuring Social Media Success
Appendix A: Content Generation & Social Media
Platforms
Appendix B: Higher Education Institutions' Best
Practices On Using Social Media
References

3. Future Scope
• Engage Current Faculty & Staff
• Engage Alumni
• Build Internal Community
• Engage Other B-schools’ Students
• Improve Community Relations
• Engage Parents of Current Students
• Conduct Research on Audiences
• Raise Private Funds
• Crisis and Issue Management
• Recruit Faculty & Staff
• Create, Sustain & Improve Brand
Image
• Increase
Awareness/Advocacy/Rankings
• Engage Current Students
• Engage Admitted Students
• Engage Prospective Students
• Engage Media
• Internal IIM I Fraternity
(Present Participants, Faculties,
Academic Associates, Non-Academic
Staffs, etc.)
• Part of IIMI but Outside Campus
(Participants of Mumbai & Dubai
Campus, Visiting Faculties, etc.)
• External IIM I Fraternity
(Alumni, Research Community, Other B-
schools Participants, Prospective
Students (National & International),
Media, Industry Personnel, Govt. &
Non-Govt. Organizations, etc.)
Stakeholders
Scope of Social Media
Institute’s Vision
• To evolve as a contextually relevant
business school with world-class
academic standards;
• To propagate, assimilate and develop
contemporary innovative management
practices and systems to contribute to
social capitalism in India;
• To illustrate and experience the
uniqueness of embedding a business
school in a social science setting; and,
• To have a dominant presence in all
segments of management education in
India and abroad.
Social Media’s Vision
• Create, Sustain & Improve Brand
Image
• Increase
Awareness/Advocacy/Rankings
• Engage Current Students
• Engage Admitted Students
• Engage Prospective Students
• Engage Media
• Engage Current Faculty & Staff
• Engage Alumni
• Build Internal Community
• Engage Other B-schools’ Students
• Improve Community Relations
• Engage Parents of Current Students
• Conduct Research on Audiences
• Raise Private Funds
• Crisis and Issue Management
• Recruit Faculty & Staff
• To connect the institute with its
stakeholders
• To help others to experience the
institute’s uniqueness
• To assist the institute to learn from
dynamic educational environment
• To build a brand in management
education on social media platform
(global)
Experiential Learning IT Orientation
Social Sensitivity
Present Focus
Mission & Objective

4. The Most Relevant Social Media Platforms For Improving The Brand Equity
• Brand Image
• Awareness & Ranking
• Engage Current students
• Engage Faculty and staffs
• Build Internal Community
• Engage Alumni
• Engage Prospective Students
Preferred Social Media:
• Facebook
• Twitter
• YouTube
• Google+
• LinkedIn
• Quora
SM Used By Students
• An installed base of 6713 users
on the verified IIM Indore page
• Ease of use, accessibility and
popularity
• Convenience in community
building around specific topic by
creating pages and groups
• Great for 1-2 announcements per
day that are high priority, or
imagesUniversity followed on SM
• Highly viral social network
• Rapid and real time information
dissemination
• Ability to create and engage in
focused conversations by using
hashtags
• Easier interaction with reputed
personalities in a particular field
• Good for a greater number of
short promos that link to full
content
• Allows “Live Tweeting”
• Allows comments and interaction
with videos
• Larger viewership that closely fits
our age demographics
• Use to promote program and
allow categorization into groups
• Allows targeted sharing with
established “circles” of followers
• “Hangout” video conference
capability - virtual classroom use or
online chats.
• Perceived as a professional’s social
network
• Easier to connect with alumni
• Most have bachelor’s or grad
degree – ideal for educational
institute like IIM Indore
• In June 2012, LinkedIn announced
that students and recent graduates
are the fastest growing
demographic on LinkedIn – again a
favourable point for IIM Indore
• Question and answer site – famous
among Indian students
• Large base of reputable experts
• Easier to connect to users with
similar interests
• People connect based on expertise
• Easier monitoring of topics of your
interest to gauge interest around it
• Self contained censorship reduces
the chances of spam

5. • Will increase focus on designated
areas and elicit greater level of
commitment from concerned people
How:
• Social Media Committee shall look at
the overall strategy
• Team of faculty members and students
shall be made responsible for various
pages and accounts on social media
• Ensure coordinated communication
on all platforms so as not to dilute
brand image of the institute on each
platform
How:
• Link Social Media – Video shared on
Facebook can be shared on Twitter
& Google+ as well
• Categorize posts - Share appropriate
content on relevant social media
catering to target audience
• Concerns & issues raised should be
considered seriously
• Provide a sense of belongingness and
raise Tie-Strength by “personally
catering” to their queries
How:
• Queries requiring detailed response
can be addressed personally e.g.
students enquiring for financial aid
• A separate section can be maintained
• Social media as an interactive
communication tool
• Streamline the process to address
concerns & issues
• Be consistent & cohesive
• Ascertain ownership and
accountability
• Scout new platforms and phase out
old ones
• Reach stakeholders where they are
• Enhance visual representation
• Create measures of success
Strategy
• Apart from broadcasting information,
“Two-way Conversation” should be
facilitated
How:
• Discussions, Q&A, Campaigns, etc.
can be conducted
• Feedbacks should be used to improve
deliverables
Social media as an interactive
communication tool
Streamline the process to address
concerns & issues
Ascertain accountability
and encourage ownership
Be consistent & cohesive
Social Media Strategy - I

6. • Images and videos attract a lot of
attention on social media
• Need to use visuals to portray life and
learning in IIM Indore
How:
• Relevant content generation on
Google+, Facebook and YouTube
• Incorporate strategy on Instagram if it
witnesses increased usage in India
• “What gets measured gets managed”
How:
• Need to come up with qualitative and
quantitative goals and then measure
our performance against those goals
every month
• IT tools like Google Analytics, plugins,
etc. can be used to measure various
metrics
Determine metrics to measure
performance
Enhance visual representation
• Be present where target audiences
are active and online
How:
• To use the accounts of IIMI fraternity
as influencers and integrate all social
media efforts
• Previous discussions on relevant
topics and issues can be referenced to
increase the credibility of the content
• Also by referencing the accounts
reach can be enhanced to their
bucket of followers too
Reach out to stakeholders
• Owing to dynamic nature of social
media, we need to keep a tab on the
emerging social media platforms, and
audit the popularity levels of existing
platforms
How:
• Assess the level of activity and
demographics of members
• Formulate plans to mark IIM Indore’s
presence on any new platform
Scout new platforms and phase out
old ones
Social Media Strategy - II

7. KPIs For Measuring Social Media Success
Key Performance Indices
Followers
• Indicate credibility & brand recognition
• Considered as a portion of brand equity
Social Shares
• Easy-to-measure metric for success
• Validates if content is of good quality
Applause (Like, +1, retweets or Favorite)
• Indicator of being watched and enjoyed
• Brings attention to brand
Traffic to Site (Analytics)
• Allows to measure the visits to site by social
network
• Helps to measure the effectiveness of an
activity carried out via social media platform
Brand Mentions
• Measures what is being said about the
brand
• Aim should be to minimize the negative
mentions and maximize the positive
mentions to enhance brand equity
Brand Conversations
• Increase brand recognition and image by
accepting grievances as a feedback
Content Related Metrics (Visits,
Pageviews, etc.)
• Classification into new, regular, occasional
and fans can be done to study the interests
Click-Throughs
• Assists to find if the content has
appropriate wording and targets right
audience
Comments
• Great way to measure engagements and
sentiments
• Increase in number of new and repeat
users helps to build positive perception
about the content
• Awareness
• Associations
• Attitudes
• Attachment
• Activity
Presence: Followers, views, visits, traffic
to site, Click-Throughs, etc
Advantage: Brand
Conversations and
mentions
Bonding: Success of
campaigns & events
Brand Dynamics Pyramid Model
We will measure the Brand strength of
IIM Indore by using the Brand Dynamics
Pyramid Model
Campaigns & Events
Success of campaigns and events (both online
and offline) in terms of enthusiastic participation
from target audience – alumni, campus
community, prospect people, etc. can act as a
ultimate success of social media platform
Performance: Shares, repeat
users, comments
Relevance: Shares, applause
Factors for Key
Performance
Indices

8. • Analysis of recent business events by
faculty members (Facebook)
• Insights from consulting assignments,
conferences etc. that faculty members
may attend (Facebook, Personal blogs,
LinkedIn)
• Audio visuals of short duration
explaining basic management and
business concepts (YouTube,
Hangouts)
• Biweekly Interview with faculty about
their work, current affairs, etc.
(YouTube)
Appendix A: Content Generation & Social Media Platform
Academic Content
• Admission queries (Facebook, Twitter,
Quora)
• Programs helpline, IPM, FPM, etc.
(Facebook, Twitter, Quora)
• New faculty addition (Facebook)
• Facilities available at campus, general
queries about (Quora, Facebook,
YouTube)
Information Sharing
• Welcoming of new batch, convocation
(Facebook)
• Rural Immersion Program, Himalayan
Outbound Program, Industry visits,
Utsaha, Indore Marathon, IRIS
(Facebook, YouTube)
• Nature walks in campus, poetry
sessions (Facebook. YouTube)
• Exchange student interaction, defense
personnel interviews (YouTube,
Facebook, Twitter, Google+)
• Alumni success stories (LinkedIn Blog,
Twitter)
• Company visits to campus (LinkedIn,
Facebook)
• Industry conferences held in campus
(Facebook, Twitter)
• Industry outlook (Facebook, Twitter)
Industry Interaction
• Competitions won by students
(Facebook, Twitter)
• Collaborations of IIM Indore with
various agencies (Twitter, Facebook)
• Research scholarship won by faculties,
papers published by faculty (Twitter,
Facebook)
• Articles published by students, faculties
in various magazines, periodicals etc.
(Facebook, Twitter)
Student, Faculty & Institute
Recognition
Events & Happenings
• Faculty
• Student Committees & Clubs
• Individual Students
• Events & Happenings
Key Sources

9. Appendix B: Higher Education Institutions' Best Practices On Using Social Media
Interactive Communication Tools
• Responds to inquiries and concerns
• Commentary posts are used as feedback to
assess
Migrate the users of inactive accounts
• Monitor accounts to encourage active and
vibrant forums for our audiences
• Cross-reference related accounts to
encourage followers to also seek out related
conversations by other units around campus
Stay dynamic and selective with audience
• Get involved in new platforms and phase out
old ones to keep with the changing use of
social media
• Specific post on specific social media
platform
Visual Representation
• Facebook and Flickr to post photos
• Vimeo serves as a reel or library to preview
all AU videos
• YouTube contains selective curate contents
from Vimeo
Create measure of success
• All units should come up with qualitative &
quantitative goals based on specific
numbers and levels of engagement
Myth Busters
• Shared stories of students and blogs to discard
the misconceptions that others had about the
university
• Listens to what students have to say about the
university and respond with genuine replies
Aiding Innovation
• Promote ideas leveraging voices of faculty and
students
Connection before Joining
• LinkedIn group is formed for Executive program
before joining the campus
Broadcasting and Interactive tool
• Frequent tweets keep alumni informed
• Case study discussions beyond classroom
• Hashtags keep dialogue active
University of Wisconsin – Madison
Crowdsourcing
• Invited the campus plus alumni and friends from
around the world to share their thoughts about
what makes the university such a special place –
in 24 hrs
• Received over 1000 submissions through social
media from all 50 states and 66 countries
Webster University
Summer Ticket Gateway
• Distributed free tickets to concerts at their
amphitheatre to gain attention from the younger
mass
• Right combination of SM were decided –
Foursquare, Twitter & YouTube
Elizabethtown College & Messiah College
Battle of Blues – Fundraising
• Leveraged a soccer-field competition for
donation and alumni participation
College of William & Mary
Ampersandbox- Microsite
• Website displayed word pairs - describe their
college experience - allowed visitors to
contribute word pairs of their own
Harvard University American University Multi-Channel Campaigns
Facebook Office Hours
• Faculty shares his/her research work and answers
questions asked by fans
Showcasing Student and Faculty Work
Wired through Phone – iStanford mobile app
• Allows students to register for classes, look up
campus maps and be able view the location of
their friends on a map – instant messaging them
if need be
Stanford University

10. References
1. http://blog.tweetsmarter.com/social-media/spring-2012-social-media-user-statistics
2. “Social Media and Advancement: Insights From Three Years of Data” by Slover-Linett Strategies, mStoner and
CASE
3. http://blog.tweetsmarter.com/social-media/a-teachers-guide-to-social-media/
4. http://www.forbes.com/sites/steveolenski/2014/03/17/social-media-and-branding-a-one-on-one-with-a-
harvard-business-professor/
5. http://www.techinasia.com/social-media-education-infographic/
6. http://socialatedu.com/
7. http://www.krux.com/smb/
8. http://mashable.com/2009/07/15/social-media-public-affairs/
9. Marketing Management, Philip Kotler
10.http://mackwebsolutions.com/2013/08/measuring-community-kpis-social-metrics-community-building/
11.Salesforce radian6
12.http://www.bmconsulting.in/blog/category/digital-strategy/
13.http://home.edweb.net/wp-content/uploads/Social_Media_Marketing_in_Education.pdf
14.http://scope1.com/8-steps-to-create-the-definitive-higher-education-social-media-strategy.htm
15.https://www.academia.edu/1220569/Social_Media_in_Higher_Education_A_Literature_Review_and_Research_Di
rections
16.http://www.pearsonlearningsolutions.com/educators/pearson-social-media-survey-2011-bw.pdf
17.http://www.educationarena.com/pdf/sample/sample-essay-selwyn.pdf

11. RECAP
Mission & Objective
Relevant Social Media
Social Media Strategy
KPIs For Measuring Social Media Success
Appendix A: Content Generation & Social Media
Platform
Appendix B: Higher Education Institutions' Best
Practices On Using Social Media
References