8. Our approach
Tone
Retain and echo the ethos
of Escorts Group
Format
Primarily images & videos
Content
Effective story telling –
Educative and or
entertaining
Relevance
Track and implement
important keywords to
catch the attention
9. Objective One
Solutions
• Reach more people through
extensive network
• Drive traffic to other corporate
channels
• Deliver message to new
audiences
• Promote Products & Services
• Amplify CSR initiatives
• Position Escorts Group as the
innovative engineering leader
• Apps to drive audiences
11. Products & Services
• Create conversations and
engagement about cutting
edge technology &
innovations by Escorts
• Sample post – India’s first
ever Inverter powered
tractor from Escorts! Here’s
the Supermaxx solution!
• Insert Creative http://www.escortsgroup.c
om/brands-andproducts/agrimachinery/tractors.html
12. Industry Beat
• Become the Industry and cross
functional domain news
disseminator thus driving more
people to join the conversation
• Sample Post –
International agricultural expo kicks
off today in Assam. What
innovations are you looking
forward to?
• Sample Creative http://articles.timesofindia.i
ndiatimes.com/2014-0108/guwahati/45990898_1_
agriculture-minister-assamagricultural-universitymyanmar
13. Engagement Led Content
• Topical, CSR initiatives
festivals and fun facts drive
people to interact with the
brand thereby making it
human
• Sample post – Our
employees reached to xx
NGO and donated time for
the less privileged
• Sample Creative
14. Appification
• Engagement Led apps for
- Highlighting path breaking
products
- Digital Tractor Race
- Careers with Us Facebook app
- iPad magazines
• Sample Creative for FB
app
15. Objective Two
Solutions
• Expertise sharing & positioning
• Connect with industry peers
• Create expert groups
• Resonate Expert Point of View
• “Thought Starter” threads on
LinkedIn
• Promote internal digitisation via
content
16. •
-
Resonate Expert Point of View
YouTube video series
Researchers
R&D specialists
Engine test solutions
Factory Tours
• Sample Creative
17. “Thought Starter” threads
• Create threads on LinkedIn
about
- Transition of manufacturing
operations from a physical
intensive model to a
knowledge
- Is Six Sigma Lean creating any
real time impact in reducing
manufacturing defects?
• Sample Post
18. Promote internal digitisation
• Create content around
Escorts Knowledge
Management and focus on
innovative solutions
- Industrial Design
- Infographics of field data
acquisition
- Tractor testing
• Sample creative
19. Objective Three
Solutions
•
•
•
•
• Amplify accomplishments by
Escorts
• Employee of the Week Initiative
• A real job preview YouTube
Talkshow
• Hangouts with C level
Create alumni network
Engage employees
Attract potential employees
Connect with engineers, design
experts, marketing professionals
20. Amplify accomplishments
•
•
•
•
Promote & project the historical milestones of Escorts
Create & develop content about the diversified verticals
Showcase Escorts as one of the best places to work
Highlight engineering excellence as the communication
takeaway
• Vocalise adherence to domestic and international quality &
environmental standards
21. Proposed Activities
•
-
Employee of the Week Initiative
Shortlist one employee per week to create testimonials and highlight their
professional achievements in Escorts
•
-
A real job preview YouTube Talkshow
Create video content with the HR team and showcasing the recruitment
process
• Hangouts with C level
- Google Plus hangouts with prospective students where we can project Escorts
as the place which nurtures excellence
22. KPIs
• Social networks are mainly about sharing and engaging with content that´s
why Engagement Rate is one of the key metrics to measure the social
media performance
23. Why is Engagement Rate the #1 Social Metric?
• When we talk about Engagement, we are referring to the activity on your
page, to fan interactions to the posts
There are several types of Engagement metrics:
• Interactions – Like, Comments, Shares, Replies
• Reach – the percentage of fans that have seen your post
• Engagement Rates – a formula for quantifying a brand’s success
25. •
What to Look Out for When it Comes to
Engagement Rate
For Pages with smaller fan bases, the Engagement Rates may grow
dramatically, especially if a post goes viral
• It can be argued that not ALL people interacting are necessarily fans,
however, a clear majority of the responses, questions, and posts are done
by fans
• Engagement Rate is a metric that has been developed and shared with
many on the market. In fact, it has become today’s standard for measuring
social media success
26.
27.
28. Concepts
#IndiasEngineeringMarvels
• Talk about path breaking
innovation via content
• Integrate offline and
online communication
Innovative Experiences
• Get people to share their
experience about
innovation
• Quality content to be
leveraged to drive
innovations
29.
30. Paid Facebook campaigns
Stamp Ads
Sponsored Stories
• Leverage ads to create digital awareness
• Product related information to be
promoted for garnering impressions
33. Conclusion
• We will be correlating the content vis-à-vis with the
performance for the initial 3 months phase
• This will help us garner deeper insights to cater with
the ‘right’ content for the fans
• A media push will enable us to garner greater
traction
