1. Bell Bajao Social Media: Review & Analysis
Taking stock of where we are and how to move forward
Date: 28th Apr 2010
By Sanjukta Basu, Social media consultant.
Follow on Twitter @sanjukta
Personal Blog - http://sanjukta.wordpress.com

2. There are two parts to this presentation
Part I Social Media Marketing Strategy with ___- Take stock and plan next steps: (Based upon contract signed by Breakthrough and _____)
Slides 4 to 16
Part II Bell Bajao site traffic analysis, Market study, Comparison with successful Social Media campaign, Big questions going ahead.
Slides 18 to 23

3. PART I

4. Twitter
Cl.1 of the contract Twitter marketing

• Tool to be set up for collaborative tweeting as a team
• 5. Twitter home page to be redesigned as per the BellBajao site
• 6. Twitter followers to be added (no bots and any user who dont follow back will be deleted) this will be a regular task and we can only think of numbers like 5,000 followers in one month we dont have a limitation of adding larger numbers but we risk being banned on twitter if it perceives the account as spam at the same time, if the team engages in one-on-one conversation and regular tweets then the account looks human and we can add more followers (say like 10,000 in the first month) keeping in mind the limitation of adding users based on certain keywords, in India only, no robots, no non-active users; I think 10,000 will be a great achievement and will prove beneficial
• 7. CoTweet was done
• 8. Home page was redesigned

Current follower count 1548
Following count 1882
An increase of approximately 400 followers since March10

9.

10. How much we achieved? On an average 13 followers per day over the last 3 months
Twitter
Few basic questions:
Q. By social media market standards, Is this a good progress? Need research articles in support.
Q. Is there any record kept of how many we followed each day / month, how many followed us back and how many we unfollowed.
Q. Any record on how many followers we got directly, ie people who followed us first?
Q. Any record on in how many days are we unfollowing them?
Q. 10,000 by end of March referred to follower count or followee count?
Q. What is the basis of filtering and un-following?

11. An impromptu look at the Bell Bajao twitter time line at the time of creating this presentation shows that we are following all kinds of profiles, including tech, non tech, marketing, finance, bots, non bots, national, international.
In a meeting with _____ it was decided that we will only follow India based tweets and to begin with it was advised to follow all profiles which the Indian celebrities follow, like ShashiTharoor, SRK etc Was this done? An update is needed.
Q. On what other basis are we following people? Can the back end of this twitter tool be shared so that we can monitor the basis?
Filtering and un-following:
If follow back is the only basis then the concern is that:
- Bots sometime auto follow back
- Even if the profile is not a bot, but say an Insurance company or credit card company from Africa and they follow us back, we still dont want to follow such profile.
Q. So then how do we check these and filter them out?

12. Follower followee balance and relationship

• Important to have balance between how many we follow and who follows us.
• 13. To keep in mind the profiles of people we follow. We dont want to follow irrelevant tweeps.
• 14. As can be seen in the pic a genuine conversation (@Chandnim) gets buried in the timeline of irrelevant tweeps.
• 15. We have been engaged in one on one conversation at regular basis but find it difficult to pitch in other peoples conversation.

Big Q for Breakthrough:
What is more important Numbers or quality followers?

16. NEXT STEPS
How to increase twitter follower count?
A more aggressive campaign is required, merely hoping if we follow others they will follow us back will not work.
To do list:
Need to unfollow all international, marketing bots at the earliest so that timeline is clean.
Need to think of at least 2-3 new Twitter campaigns and a marketing strategy.
Examples of twitter campaigns:

• Twitter based contest with lucrative prizes
• 17. Twitter virals
• 18. Create Hashtag push people to use it again offer prizes
• 19. To encourage some of our celebrity friends who are on twitter to ask their followers to follow Bell bajao. We have Boman, Shantanu, on twitter.