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social media marketing plan
Communication
Objective
“ Attract young Bangaloreans to use Namma Metro”
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.
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
PREPARE
 Social Media Strategy Framework

                 PR &
                Marketing




                                      4 R’s of
     Customer
      Service
                            Sales   social media
                                     marketing
                                      Recognition
                                        Reward
                                        Relationship
                                        Retain
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
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
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)
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
BUDGETTING
   Total Campaign Budget -       $13,000
   Facebook Ads -                $10,000
   Blog content (paid) -         $1,000
   Website & App development -   $2,000

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Namma metro - social media 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