Sananda Digital Presence Study

What is the purpose of the audit?

• A detailed study of the online presence of Sananda

• To map the basic opportunity areas

Sananda Official Website

Basic Scan Of The Website

• The header of the website hasn’t been changed for quite a while

• The Twitter button embedded in the website doesn’t work

• The website covers nearly all the sections of the magazine which is necessarily a good practice

Ads Embedded In The Website

• Sananda highlights all it’s online and offline campaigns on the website

• It also highlights the campaigns of it’s sister brands

• The Facebook app embedded in the website works perfectly • The Menu sections covers everything from fashion and life style to uncommon recipes

• The Twitter section that pulls up tweets from the celebrities Sananda follows is a great idea, works for people who aren’t on Twitter

Basic Scan Of The Website

• The sections don’t have an archive that can store articles or photographs for people to browse. A single article is featured for a time being and is replaced regularly

• This flaw doesn’t allow the audience to retain their interest for long

Basic Scan Of The Website

• The gallery section is well equipped

Basic Scan Of The Website

• The website is responsive, but you have to zoom in to view clearly

Mobile View

• The website does not allow page caching

• Problem with meta description

• Problem with alt-text

• Mobile load-time very slow

… and also

Key Takeaways

• The website, though well-planned fails to retain the interest of the viewer for long

• An archive section should be instilled in the website as soon as possible so as to store previous articles and photographs

• Sananda can infuse more interesting sections in the website, for example,

interesting puzzles, quizzes and anecdotes and latest news pieces

• The website isn’t updated on a regular basis

Facebook Presence

The First Impression

The cover picture highlights the latest campaign Ideally the process of entry should also be there in the cover photo along with the message

The number of ‘likes’ generated is pretty impressive

The Basics

• The ‘About’ section is un-structured, it requires a short bio

• The highlighted portion should be ideally in the bio section

Content Calendar

Sananda has a somewhat irregular post pattern

Let’s break it up (1 week) –

December 26 – 2 posts – Hampi, Diet plan

December 25 – 1 post – Merry Christmas

December 24 – 1 post – Merry Christmas

December 23 – 2 posts – Workout, Beauty tips

December 22 – 3 posts - – Relationships, Recipe, Chat

December 21– 1 post – Tilottama ad

December 19– 3 posts – Beauty Tips, Diet, Fashion for you

Content Ideas & Reception

All the links lead back to the whole article in the website Point to be noted : Sananda uses screen grabs of the website as images, and they use both English and

Bengali in their content pieces

Content Ideas & Reception

The reception is fairly low, the images for the content are used without any brand stamp

Content Ideas & Reception

Sananda gives much importance to buzz creation before the latest edition is published

Content Ideas & Reception Sananda shares Anandalok’s campaigns to provide more exposure

Content Ideas & Reception

Engagement Posts : These content pieces attract much interest and people respond to these more than they respond to regular posts

Point to be noted: No image credit

Special Occasions

Sananda religiously produce content for special days

Campaigns Sananda is currently hosting Tilottama campaign

Reception is fairly low

Campaigns Sananda is also hosting Picture Perfect, which has piqued interest of many

Reception is fairly good

Key Takeaways

• Sananda doesn’t engage in conversation with the audience

• The content plan isn’t different from what Sananda offers in the magazine

• The content material, though quite strong, isn’t unique

• The campaigns drive engagement but lacks the buzz

Twitter Presence

The Basics

Follower count is pretty low when we compare its presence with Facebook

They have tweeted only once since their inception

Key Takeaways

Sananda isn’t active on Twitter, which proves to be a set back as nearly half of the TG is now extremely active on Twitter

Twitter offers much more exposure in the digital sphere when utilized to it’s maximum potential

Basic Opportunity Areas

• Sananda’s TG is extremely Twitter-savvy, it is advisable to extend influence over Twitter

• Twitter offers more space and opportunity to interact with fans, that is missing from Sananda

• ETV needs an active Twitter presence with 8 – 10 relevant and interesting posts per day

• Cross-promotion is extremely important for any brand. Sananda can start linking all of its

accounts so as to create a wholesome social media presence

• Sananda can also exert its influence over Pinterest, a widely popular image-based networking site that is attracting a large chunk of its TG

• Instead of categorizing the content and posting it, Sananda can exercise a more flexible

content plan with shares from third party sites and unique content from their end. This step can be taken to spice up the daily content routine

• The website should have a latest news section that can be updated regularly with latest

trends, news articles and new content pieces

• The TG can get any amount of information on the internet, so Sananda needs to provide something exclusive regularly online to retain their loyal follower base

Competitor Study

Competitor Study

Femina Magazine

The Website

The Look Of The Website

• Trendy, feminine colors, bit cluttered • Very much active in the digital sphere

Best Features

• Femina offers loads of articles and videos for a first time viewer and is regularly updated • The images used are of high-quality and as a result, more appealing

Best Features

Mostly, they offer a lot of materials for people to read and to share, the blogs keep them interested and make them coming back for more

Competitor Study

Femina Magazine

Facebook Presence

Zee Bangla - Facebook

Cover photo: The latest edition

Femina

Content Strategy

• The website features trending news, and the content pieces are in-sync with the website updates

• Third Party shares: Appealing imagery used • Call-to-action: Subscription page

Femina

Content Strategy

• Strategic sneak peek of the magazine • Posts relevant content appropriate for TG

Femina

Content Strategy

Relevance of content is commendable

Femina

Content Strategy

Engagement posts are well planned and executed

Femina

Content Strategy

Competitor Study

Femina Magazine

Twitter Presence

Femina - Twitter

Femina has a huge follower base on Twitter

Femina - Twitter

The post content isn’t just a copy of their Facebook content. The content pieces are different, keeping up with the recent trends

Femina - Twitter

The content pieces are interesting and quite effective, if you notice their reception

Key Takeaway - Competitors

Sananda has it’s own follower base and is immensely popular among its TG. However, Sananda’s digital presence lacks the edge that will make it even more influential

in the digital sphere

Femina is an influential brand and how they carry forward their content and highlight their features is commendable

The Femina website incorporates a lot more than just the magazine content, thus

providing a reason for the audience to visit the website