A project done as a part of my certificate course - Integrated Digital Marketing

1. social media marketing plan

2. Communication
Objective
“ Attract young Bangaloreans to use Namma Metro”

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