A Social Media Marketing Case Study of Madhya Pradesh Tourism.

1. Madhya Pradesh Tourism
 Services Offered:
Concept Building, Research &
Strategy, Information Architecture,
Graphic Design, Template Development,
Content Strategy (Social Media)
 Duration:
14 Months
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2. About
Madhya Pradesh, also called the Heart of India, provides an
experience quintessential of India's natural splendour, and
rich artistic and cultural heritage. The state of Madhya
Pradesh is an absolute dream-come-true for traveling
enthusiasts. There are a number of fabulous wildlife
sanctuaries that house some of the rarest and the most
sought after specimens of flora and fauna found in the
Indian subcontinent. Madhya Pradesh is also the home to
many magnificent archaeological and historical sites. The
wide range of handicrafts produced by the tribal population
of the state make shopping in Madhya Pradesh a highly
delightful activity.
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3. Challenges
Use Social Media to raise
awareness about MP’s tourist
hotspots
Encourage people to visit Madhya
Pradesh
Initiate and participate in
conversations around MP
Tourism
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4. Target Group
DEMOGRAPHIC
>75% TG in the age
group 13-24
Male strength twice
the female strength
GEOGRAPHIC
Spread evenly across
India
BEHAVIOURAL
Travel enthusiasts
Photography and outdoor
enthusiasts
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5. Plan
TG Analysis
LISTENING ORM
Social Tools
CONVERSING Content Strategy
Engagement
Monthly Report
REPORTING
Benchmark Analysis
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6. Content Strategy
Around MP
People, history, wildlife etc.
Culture, cuisine, habits etc.
Call to Action for
conversations
Respond as fast
as possible
Be real. Be human.
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7. Content Deliverables
TVCs
IMAGES
QUESTIONS
WALL POSTS
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8. Community Management Strategy
STARTING content to affect:
Involvement
Empathy
Affinity
Opinion
MAINTANING:
Timely response
Feed it
ENDING:
Overly negative
Irrelevant
Problems
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9. Community Management Deliverables
MODERATE
MANAGE QUERIES
INITIATE INTERACTION
BUILD COMMUNITY
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10. Quantitative Insights
Post feedback:
>90,000
Post views:
>1.7 million
Queries Resolved: 60000
50000
220 40000
YouTube Channel 30000
20000
views: >1,00,000 10000 Fans
0
Flickr Interactions:
April
August
February
January
March
July
June
May
>800
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11. Qualitative Insights
VIDEOS generate greater
response
Users look forward to ENGAGING
ACTIVITIES like contests, games & apps
MPites like to promote MP as a
tourist destination
ACKNOWLEDGEMENT makes
users more active
Today MP is showing POSITIVE
GROWTH and is counted amongst
the popular tourist destinations in India.
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12. Thank You:
info@shack.co.in
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