As part of our assignment. We were asked to create a complete hypothetical Social Media Strategy for Indian Super League 2014.

1. Indian Soccer League
2014: Social Media
Strategy
By Ranjith Chandran

2. Indian Soccer League
Brand Name

3. USP
For the First Time International Players will be playing along with
the Indian Football players
Support of Big industrialists, Cricketers and bollywood Celebrities

4. To create buzz about the upcoming ISL
2014 and make soccer the sport of the
masses in India
Objective

5. 16-25 60%
35-50 30%
50+ 10%
Target Audience

6. Targeted Geography
Top 8 Metros 75%
Rest Of India 25%

7. EMULATORS: are upwardly mobile and status conscious; they
want to make it big in life.
ACHIEVERS: are leaders who make things happen, work
within the system and enjoy the good life.
EXPERIMENTALS: are people who pursue a rich inner life and
want to directly experience
what life has to offer
Psychographic Segmentation

8. We are going to play with the idea that as people have
RIght to Freedom, Right to Education they now have a
new right “Right To Be Football Fan”
Campaign Statement: Right To Be A Football Fan

9. Create Brand Awareness among TG
and Educate about Soccer
Campaign Objective

10. Sporty,Casual and Funky
Communication Tonality

11. Twitter (Core): Awareness, Match Updates, Engagment
Facebook (Subordinate): Awareness, Engagement
Wikipedia (Subordinate): Branding
YouTube (Subordinate): Match Videos, Engagement
Instagram (Subordinate): Players off the field pics
Mobile App (Subordinate): Engagement
Microsite (Subordinate) For Seasons updates, Statistics, Schedule
Wordpress (Subordinate): Awareness, Match Summary
Digital Channels

12. Social Media Benchmarking
Share of Conversation
Where Conversations are Happening?
Core Messaging
Who is Influential
Search
Web Analytics

13. Social Media Campaign Measurement
To measure awareness, we will use metrics like volume, reach, exposure, and
amplification. How far is your message spreading?
To measure engagement, we will look for metrics around retweets, comments, replies,
and participants. How many people are participating, how often are they participating,
and in what forms are they participating?
To drive traffic to your website, we will track URL shares, clicks and conversions. Are
people moving through social media to your external site and what do they do once
they’re on your site?

14. To find advocates and fans, we will track contributors and influence. Who is
participating and what kind of impact do they have?
To increase brand’s share of voice, we will track how much of the overall
conversation around our industry or product category is about our brand?
Social Media Campaign Measurement

15. Thank You