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