A Steel major wanted to connect with the Youth to increase the brand awareness by engaging its targeted audience by using New Media. Shack proposed a year long digital roadmap along with offline activities.

1. XYZ STEEL Social Media Proposal Year: 2011

2. Table of Contents Defining our Target Group Objectives Plan Concept Approach Execution

3. Defining our Target Group TG: Youth

4. Defining our Target Group What Do They Like?

5. Defining our Target Group How Do They Spend Time Online? India

6. Objectives Campaign Objectives To raise awareness(particularly amongst the youth) about XYZ’s values To change perception about XYZ to a more “Youth Oriented” brand.

7. Plan Plan To create an impact by developing platforms where our TG can share their views/opinions. To engage people in conversations and exchange of Ideas, Thoughts and Values.

8. Concept “Values” Concept “A” Value – Abled Community

9. Approach Of “Values” & “Perceptions” To achieve the desired objectives of informing our TG about “Tata Steel” values and changing their perception of “Tata Steel” as a brand we can follow either of the following two approaches Top-Down (Values First) Bottom-Up (Values Later)

10. 1. Top-Down Approach (Values First) We will start with our Values as the core, inform our TG about them and move towards changing perceptions by undertaking various activities and campaigns

11. 2. Bottom-Up Approach (Values Later) We will start with our Values as the core, inform our TG about them and move towards changing perceptions by undertaking various activities and campaigns

12. Top-Down Approach

13. The “Values” Triad

14. “Values” Concept The values of an organization or brand can be broken down chronologically into the following Categories Past Values: Our history/Legacy. Present Values: Our Current Roles Future Values: Our Responsibilities for Future

16. Platforms

17. Values of today’s youth This Approach is about interaction with the Youthand asking them about their values;mappingthem and then rewarding them with the resources to implement them or adopt them and then propagatethem

18. Values of today’s youth ? Reward Know Evaluate

20. Seek their advice on various situations

21. Encourage discussions

23. Ask users to submit their passion.

26. Try to solve it.

27. Present the paper.

29. Knowledge Workshops

31. LegacyPast

33. Legends

35. Remember the Legends I had a dream to touch the skies. My ideas were given wings when I was issued the first PQR STUin India in 1929. I founded “XYZ Airlines” in 1932 which was the predecessor of what is today India’s National Airlines HIS-STORYRespecting our legacy Profiling legends from the past. Know their story Interactive quiz SAMPLE QUESTION- QUIZ She became the first woman engineer in ABC after she wrote a letter to XYZ complaining about the gender bias in ABC. Who? KMS PW SM IN

36. Highlight Achievements LandmarksHighlighting the landmark achievements in the history of XYZ including those outside the realm of business such as women empowerment, rural upliftment, environment protection initiatives etc. Sketching/Doodling Contest- Invite entries of sketches relating to personal achievements

37. Future Our Responsibilities for Future

38. Aspirations TALKAsk the youth about the idol(s) they want to emulate Their career path Inspirations behind their aspirations Career-DayMake a group of virtual managers Give them real-world company/managerial situations Seek solutions

39. Aggregate and Educate- The Classroom We give the audience the opportunity to get into the shoes of a teacher Select a topic to discuss eg. tips to be a good debater Book a spot on the calendar and share it with the online community Vocations Skills Range of Topics Hobbies On-ground events

40. Bottom-Up Approach

41. Bottom-Up Approach: Values Later As the name suggests this approach will work Grounds-up starting with alternate events/platformsonline which the youth can relate to and work up towards changing perceptions and informing them of our brand values.

42. To engage the youth we need to leverage on the intersection of the attributes/products of XYZ Steel and those that the youth of the day can relate with. For ex: In Lifestyle, XYZ Steel attributes/products the Youth could connect with cars, watches, gadgets and Luxury apartments XYZ STEEL YOUTH

43. Social Media Campaigns We can choose one of the following two types of campaigns for Social Media Cause Related(A group/community issue) Interest Related(One’s likings/interests)

44. Social Media Campaign: Cause Related Cause Related campaigns are a great way for a brand to associate themselves with a prevalent issue or sentiment. Here we can own a cause driven property online which recognizes the good work people put in to make some change. During the time window when the campaign is active we’ll promote the campaign using a 360 degree approach and seek more participation. Post that we will create content based on the entries, share interesting case studies to create awareness and sustain interest.

45. Cause Related Campaign Show Us Your Metal Campaign: An online campaign aimed at inviting young people to share their stories/incidents when they took an extra step and did something brave and made an impact in their or someone else’s life.

46. Execution on Social Media

47. Execution on Social Media To execute this campaign online we would need Microsite:An independent microsite build around the campaign in which users and groups can share their “metal stories” of courage and conviction and others get to rate them. You can also nominate people/groups who you think have done something exceptionally brave/courageous.

48. Execution on Social Media Facebook: Apart from promoting the campaign on Facebook we will share stories of other people who went ahead despite odds and did a great job as sports persons/entrepreneurs. Some of these folks could be directly impacted by XYZ Steel’s programs. We will also about such idols from previous generations. 3. YouTube:Interesting interviews/behind the scenes type videos about the entries can be shared to promote the campaign and seek more participation

49. Social Media Campaign:Interest Related Interest Related campaigns are one of the easiest ways for a brand to generate an instantaneous connect with its TG. We have to choose a “Social Media Object” that the youth can relate to. Metal/Heavy Metal is a niche genre that a lot of today’s youth can relate with. We will start with a campaign around metal Music and over a period of time extend it to match/reflect the values of “XYZ Steel”

50. Interest Related Campaign The School of Metal or Metal House : METAL

51. The School of Metal An online community oriented campaign which will start grounds up from various Social Networking platforms and eventually go offline. This campaign will also help in changing the perception of ‘XYZ Steel’ amongst the youth.

52. Execution on Social Media 1. Facebook:A customized facebook page will be created. Themed tabs will be used to create interactivity. Apart from promoting the campaign we will share interesting content around metal music such as popular trends, trivia etc. We will also do various activities/contests to drive awareness and engagement

53. Execution on Social Media Blog:A metal music blog will be a one of its kind web property for metal lovers from India. We will discuss various bands and performers from this space, share interesting videos and build a community of passionate metal fans. 3. YouTube:Interesting interviews/behind the scenes type videos about the entries can be shared to promote the campaign and seek more participation.

54. Disclaimer: The name XYZ Steel is purely fictitious and is used only for indicative purpose. Resemblance of the name to any corporation is purely co-incidental. Thank You www.shack.co.in