The document proposes a 6-month social media strategy for MachinePulse to build its brand voice and increase leads. It recommends establishing thought leadership through educational content on topics like clean energy and technology. The plan outlines setting up social media accounts, identifying key audiences, creating a content calendar, and running monthly advertising campaigns on Facebook and LinkedIn to promote services, testimonials, and generate leads.

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PROPOSAL FOR MachinePulse
SOCIAL TIMBRE

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Summary
• BRAND VOICE
• AUDIENCES
• CONTENT
• CALENDAR
• ENGAGEMENT
• SPONSORED ADVERTISING

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Summary: Objectives
Build a brand voice on social media
1. Extend reach FB, LNKD, TWTR, Quora
2. Establish thought leadership via content
3. Increase website referral traffic from social
4. Increase website referral traffic from SEO
5. Increase leads

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Brand Voice
• Mission: Making environmentally responsible technologies
commercially viable and the norm across India
• Thought-Leader on clean energy and technology
• Trust
• Cost-Savings Experience
• Frictionless Installation
• Empower growth

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Audience
• CEOs (155,000 *15% = 23,250)
• CFOs (~12,900 * 15% = 1,900)
• Chief Building Engineers (42)
• Chief Engineer (20,098 * 15% = 2,000)
• Architects/Developers (~885)
• Government advocates (~100)
• Energy policy advocates
• Environmentally-Conscious Employees
Total: ~28,577 Reach

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Content
• Educational
• Solar Facts/Figures
• AI/Machine-Learning
• Predictive Analytics
• IoT
• Industry News
• Curated Content
• Company-Centric
• Thought-Leadership & Values
• Services & Testimonials
• Case Studies
• Cost Saving Calculator
• Email Marketing / Newsletter / Blog / Videos

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ENGAGEMENT
INFLUENCER OUTREACH (TBD)
• Technology Reporters
• Clean Energy Advocates / Environmental Advocates
• Online Publications
• Manufacturers/Architects/Developers
• Internal Employee Engagement

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Requirements:
• Overall marketing strategy: Social plugs into this
• Identify internal & external thought-leaders
• Identify 2-3 internal evangelists for social media
• Commitment to provide access to thought-leaders for
content development
• Involve stakeholders
Commitment

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GENERAL 6 MONTH ROADMAP

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Plan for 6 Months:
• Content Round-up
• Sort out database of content
• Identify gaps
• Create content plan
• Setup & Optimize Accounts
• Web Site Audit for Digital Marketing Readiness
• Existing Page-Like cleanup
• Generate Initial set of Creatives
• Audience Research & Building
Weeks: 1-2

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Plan for 6 Months:
• Campaign Planning
• Messaging
• Creatives
• Setup Ad Campaigns
• Brand
• Clicks
• Identify influencers
Weeks: 2-4

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• Regular Weekly Posts
• Monday: Industry News / Quotes on Environment
• Tuesday: Testimonials (CFOs/Engineers)
• Wednesday: Tips to Save Energy
• Thursday: MachinePulse Services / Technology
• Friday: Clean Energy/Cloud Computing/AI/Machine Learning Facts
• Saturday: Featured Energy and Environmental Thought Leaders
• Sunday: Company Values
• 1 Brand Campaign: Experimental, existing emails IDs.
• 1 Click-through campaign: Experimental
Plan for 6 Months: Monthly Activity

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• Regular Weekly Posts
• 1 Click-through campaign
• LinkedIn: Energy Savings Awareness Campaign: Energy Cost
Savings Survey/Calculator
• Rs. 40-65k
Plan for 6 Months: Month 2

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• Regular Weekly Posts
• 1 Brand Campaign
• FB Campaign: MachinePulse Success Stats
• FB Remarketing Campaign: Cost Savings Calculator
• Rs. 20-25k
• 1 Click-through campaign
• LNKD Case Study Download Campaign
• Rs. 40-65k
Plan for 6 Months: Month 3

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• Regular Weekly Posts
• 1 Brand Campaign
• LNKD Client Testimonials
• FB Remarketing: Case Study Download
• Rs. 20-25k
• 1 Click-through campaign
• LNKD: Energy Savings Book Download
• Rs. 40-65k
Plan for 6 Months: Month 4

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• Regular Weekly Posts
• 1 Brand Campaign
• LNKD Company Values & Innovation
• FB Remarketing: Client Testimonials
• Rs. 20-25k
• 1 Click-through campaign
• LNKD: Cost Savings Campaign
• Rs. 40-65k
Plan for 6 Months: Month 5

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• Regular Weekly Posts
• 1 Brand Campaign
• FB: Retargeting: Company Values & Innovation
• Rs. 20-25k
• 1 Click-through campaign
• LNKD: Free Assessment Campaign
• Rs. 40-65k
Plan for 6 Months: Month 6

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SocialTimbre
Email: sri@socialtimbre.com