SM Strategy for Pargat Singh- By Wizcraft

8/2/2019 SM Strategy for Pargat Singh- By Wizcraft

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Social Media Marketing

Plan & Strategy for Mr. PargatSingh




Biography – Mr. Pargat Singh

Contents

The Twitter Strategy

Big Idea to Create Impact for Pargat Singh onSocial Media

Marketing through FB - Approach

Discussions

How to measure Success





Contents




Discussions





The Facebook Opportunity

Setting the ground rules




Facebook Strategy: Tool BoxBrand pages: A public profile that enables you to share your programming & content with

Facebook users. Pages are similar to personal profiles and brands accumulate

fans instead of friends. Within pages you have the option of posting and

collecting content, importing Twitter and blog feeds, collecting user reviews,

and hosting discussions.

Applications: An application is a platform for developers which provides a framework to build

tools which Facebook users can add to their profile. Applications range from

chat to games to mobile.

Events: A Facebook event page allows you to organize Facebook users to meet up

offline or virtually around your brand’s celebrations or special promotions. This

a great way to mobilize fans to action and integrate your traditional events or

campaigns into your Facebook presence.

Connect/Share: Facebook Connect and Facebook Share are additions to your brand’s existing

web site or blog which allow you to integrate their Facebook presence with

other online media. Facebook Connect is an open identifier which allows users

to take their Facebook profile with them when they shop, comment, or browse

on other web sites.

Advertising : Facebook offers banner advertising which can target age, gender, location,

relationship status and interest, or music and lifestyle interests.


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Face book Strategy

Engagement Engagement Engagement

EngagementFind & engage existing

fans

Define & engage

existing communities

Host discussions and

provide usefulresources

Invite fans to upload

content

Provide branded digital

goods

Driving action

Provide applications

that enlist ambassadors

Host contents with opt-

ins for further contacts

Post to drive links to theWebsite

Measuring ROI

Reach

-Fans-Mentions

Engagement

-discussions,

content, reviews &

posts

Action-Contest Entries-Web traffic driven- Application users

Scale & Impact

Leverage offline events

Advertise through existing

media

Incorporate targeted

advertising

Add your social brand

links to www.jam.com &

other affiliate website

Use face book advertising

to promote your

applications (s)




Measuring success




Measuring Success

When we purchase targeted advertising, our Facebook Insights account will show the

most up-to-date information updated every full hour.

Here are some of the important metrics we can chart about our ad campaign over the

past day, week, or month:

• Responder Demographics

• Advertising Performance• Click-through rates

• Social click-through rates




Pargat Singh’s presence on FB

in next few months

Facebook Presence Enhancement Advanced presence

0-60 days 60-90 days 90 days onwards

Setup Facebook Page FB Applications launched Promotion of big events

Populate Initial content(Links/photos/videos/

discussions)

Polls / Quizzes rolled out Create exclusive content(Videos, Contests ,

Wallpapers)

Content publishingframework implemented

On-air promotions for FBpresence – Radio / etc.




Creating the face book presence

in 0- 60 days timeframe

Detailed Plan




Building Presence on Facebook

1 Create Official Page

Create an official page on

Facebook, which Fans can

“follow” with their profile

2 Start theConversation

Seed the page, within existing

communities, and start posting

content

3 Build Awareness

Run targeted content across

Facebook, encouraging

participation among TG




Pargat Singh’s Facebook Page• Pargat Singh’s Biography

• Hockey Updates

– Updates on Steps taken to promote Sports/Hockey in

Jalandhar

• Akali Dal’s Updates – Updates on Steps taken for Community Betterment

• Events

– FB Events used to publish programming schedule

– Friends can choose to “attend”

• Polls & Discussion Board

– Initiate Discussions on diverse topics

– Polls for various discussions

• Photos and Video’s

S A M P

L E




Wall

• All activity published

here

•Useful for

announcements/

updates•Website Link•Contests•Videos•Events

S A M

P L E




Wall – Fan Postings

Allows fans to post their :

- Comments

- Observations

- Suggestions

- Grievances and

- Feedback

S A M P L E




Photos & Video’s

• Allows to post photos

and videos for Fans to

views

- Licensed

Images/Video’s

- WallPapers- Posters

• Fans may comment on

photos/video’s

• Fans may be allowedto post photos/video’s

(Higher moderation

required)

S A M P

L E

S A M P L E




Discussions

•We can have conversations

around various topics like

- Promoting Hockey

- Efforts that Mr. Pargat Singh

have been making for revival of

Hockey in Punjab-Youth falling prey to drugs, etc

•Fans can participate in these

discussions

•Fans may be allowed to starttopics

(Higher moderation required)

S A M P L E




Events

•Can be utilized to

create events and invite

people for such events.

•Customized board, todiscuss the event

created

S A M P L E





Contents




Discussions





The Twitter Opportunity

Setting the ground rules




Twitter For Pargat Singh: Ground Rules

• Don’t broadcast, converse – At least 2/3rds of all conversation should be participatory

• Be as personal as possible

A. Show a photo, provide a real name, contact information, fill out your bio, share

occasional personal messages (Man! It’s freezing out here in Delhi)

• Know your place

A. You cannot own the community, you can only hope to influence it.

• Encourage people to @ message you

A. Polling the community, asking messages, sharing other people’s messages, theseare all great ways to encourage serendipitous discovery via the ripple effect.

A. ex. Social promotions that encourage people to retweet broadens your

exposure.

• Follow those who follow you

A. enables private conversations and better connectivity.

B. Selectively follow people ( no more than 1/3rd following you)




2Humanize you

and your brand




3Connect Locally




4Connect Globally




5Involve the

audience




6Keep the

audience informed




Building Presence on Twitter

Confidential 47

1 CREATE

Create an official Twitter Feed,

which users can “follow” with their

profile

Create a “personality” for the your

Twitter channel.

Ensure content relevance / toneof voice

2 FOLLOW

Find existing conversation

relevant to the audiences

Auto follow initial seed base

3 ENGAGE

Programming / Content

Website Link

Post about Events, if any

Reminders about upcoming

events

InteractionsQuestions / Queries

User opinions about Events

& Discussion

Pargat Singh




Making it official

• Create and Manage the official Page

• Updates

– Programming / Content• Website Links

• Post-event buzz

• Reminders about upcoming events

– Interactions & Discussions• Questions / Queries

• User opinions about ongoing initiatives & activities

Confidential 48

Pargat Singh




Beginning to Twitter

Seeding the audience base

Prospecting an Audience




• Utilize internal databases

• Previous contests

• Internal employees address books

• Follow current tweeters

• Suggested users

•

Hockey Championships - Hockey Olympics/World Series Hockey(Keyword search)

• Auto follow people with sportskeywords (Twollow.com)

• Follow the Influencers

•

Top influencers from Twitterholic• Use http://wefollow.com, and search for politicians/ motivational

speakers/sportpersons, etc #membersofakalidal or in #hockeyfans.

Prospecting an Audience

Twitter management plan

http://wefollow.com/

http://wefollow.com/




Onetime Monthly Event based

•Create a content strategy

•Creating various handles (2-3handles- similar to facebook)•Manage twitter content links/links to videos/ news articles /feeds etc•Give this page a personality•Import and spread to

current , referral, Hockey/AkaliDal staff marketing, existingdatabase, start off the twitter following and start followingtoo

•Manage twitter feeds -

update every working hour,others- update every 3-4times/ days•Search hockey keywords &influencers; join conversations•Piggyback on contests•Reporting and analytics

•Rolling plans for next 3months

• Making the relevant

hockey/sports handle andcelebrity handle active byupdating every few hours• Discussions• Create buzz via hashtagging(#) about online & Offlineevents

•Promote activities•Reporting and analytics

Twitter management plan

C t t





Contents




Discussions





A Big idea to create buzz

Creating Brand Sirens

1- - : BRAND IREN , BRAND HER BRANDOBSERVERS




1%Brand

Sirens

9%Brand

Pushers

90%

Brand

Observers

OBSERVERS




Recruiting the brand sirens

• Enlist “socially –active” fans

as your brand sirens /

ambassadors

• Benefits

– Creates buzz about brand – Create interest among

prospective fans

– Social Media presence gets

seeded

– Build loyal brand supporters




Cross Linking of the Pargat Singh’s

Social Media Pages

Hockey

Olympics

Facebook

Page

Sukhbir

Singh Badal

Facebook

Page

Delhi

Wizards

Twitter Page

Fans of

Hockey

Twitter Page

Youth Akali

Dal

Facebook

Page

Sukhbir

Singh Badal

Twitter.com

Pargat SinghTwitter &

Facebook

pages

C t t





Contents




Discussions




Measurement Planning Analysis and




Measurement Planning, Analysis and

Recommendation Cycle

Communication

and DesignPlan for Communication

and Messaging that

needs to be shown.

Data Points

Plan for data capture

and analysis metricsImplement the

plan

Analyse Analyse the collected

data and identify any

deviation

InterpretInterpret the changes

that need to be made

based on the data

analysis.

RecommendInterpret analysis

into

recommendation

on the next steps

and correctiveactions for further

improving and

optimising the

campaigns.

SM Strategy for Pargat Singh- By Wizcraft

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