Social Media Strategy

by Social Catalyst

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2011, Social Catalyst | socialcatalyst.in

What is

Social Media

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2011, Social Catalyst | socialcatalyst.in

Social Media : Two way communication

Over the last ten years, there has been a fundamental shift in how people access information and news. Companies traditionally used the media to get their messages out to their audiences via marketing, advertising, or public relations. Marketing and advertising push a message out to the masses. Companies use public relations to supply news to the media and expert sources to provide stories about their industry. The goal is to get media mentions of their company, products, or services. These methods are a one way communication, where a company delivers a message through the media, but individuals have no real way of responding. Today, this one to many mass media model has given way to the social web and a new way of communicating with people has emerged. Since people have tired of receiving one way communications, they are looking more and more for news and information in places other than the media. This trend is likely to accelerate "If searching for the news was the most important development of the last decade, sharing the news may be among the most important developments of the next." Social Media Engagement levels: Level 0 Ignoring / not responding Level 1 Listening. Listening is foundation discipline of social media maturity, unlike advertising (print / tvc) which is one way communication. Listening: - Monitoring and analyzing what is being said online about Red Fm. Social conversation reflects the brand perception. Comments and like is very easy tool to monitor and analyzing. Level 2 Responding / Engaging . Responding to quests . Engaging with consumer with brand. Level 3 - Participating (The next level): Participation in broader Industry communication that do not mention Red Fm. Like Dell is the best example which embodies this type of participation. Dell's spokespeople don't just talk about Dell all the times ; they also participate in discussions about things that interest the customers. John Blain Dell's gaming guy revies all his favorite games . Dell has strong voice in gaming community and they are true insiders because John is engaged , credible and tested. Level 4 Sharing Once Red Fm have effectively engaged and begun participating on Social Media. It's time to begin sharing a bit about what Red Fm is as a brand. Following three levels the brand contribution will be well being received and will be welcomed as it would be built on foundation of listening, responding and participating.

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2011, Social Catalyst | socialcatalyst.in

Level 5 Contributing Its founded upon listening of expression of need and then producing valuable, helpful content that people want because it meet those need. Eg : A sub page that give status of Mumbai traffic. Subscriber will get the post on their handheld if they r traveling.. No cost solution for them . Posting a feed to wall Tune in to Red Fm to know current traffic status Surely it will make all those tune in to red fm frequency who are travelling(Social Media can work as mobile app for few things ) CRUX: Every brand, every media platform is looking at logging on to social media, given its growing importance in India today This also includes RED FM taking to social media in a significant way to interact and reach out to their TG. RED FM have to create own identity on these social networking sites by making several groups and communities of the FM station with regards to its shows and the RJs. The objective is to update listeners about all the new programs and contests across all the stations of RED FM and to also actively receive feedback through yet another medium. Through the social media we also need to engage in promoting Rjs. Social media provides a great opportunity in terms of creating awareness about the activities RED FM do and even the programming line-ups and so on.

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2011, Social Catalyst | socialcatalyst.in

Marketing is System Social Media is Process

As a consumer, you are blasted with the same request over and over: Follow Us on Twitter, Like Us on Facebook. Why should I? Whats in it for me?

What Need to be Done

Creating the number of channels that meaningfully extend the focus of your business. We would be only creating channels that enhance the brand message without diluting it. And make sure we have the capacity to keep all the channels relevant.(Content Plays a major role)

A Focused Perspective
Channel Strategy
Red Fm as Main brand and Rjs and hit shows as sub brand that engender a follow worthy or likable presence. (TAB FOR RJS AND SHOW) Assess their value as a standalone channel and its current state. It may be best to simply truncate accounts or close them all together.(Independent Pages for RJS and Shows)

Channel Support System

We would develop an organized framework that supports each presence uniquely. Ensuring that each account establishes a rhythm that meets the needs of its audience. How it will work : The Content for Rjs Page would come in tab inside main RED FM page. Social Catalyst will devise a platform where content would be updated on both channel Main Brand and Sub brand i.e. Red fm main page and Rjs Page

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2011, Social Catalyst | socialcatalyst.in

Mission and Purpose

Determine the audience were trying to reach and design a communicable mission and purpose for each account. To create engagement and awareness among people about RED FM as well as to highlight the brands attitude, help in community and brand building. The best and worst part about FM listeners is no brand loyalty. People dont stick to one radio station, they change it as between the advertisement. How its Good? Since there is no Brand loyalty Social Media can be a platform for engaging Today many consumers are quick to move to the new, new thing and embrace a hot new gadget, trend, website, etc Its trend to like something which is cool, trendy and unique... which in turn will generates new consumer for Red Fm How its Bad? Making Presence is one thing which every one can do , Second comes getting the attention. Once youve got their attention you cant slack off on the job. You cant coast. Commit To Continual Renewal is a must as there is no brand loyalty

The Flow

> Raising awareness for the brand with online audiences using social media. Listening: what Red Fm listeners like > Capturing competitive or industry intelligence to improve product and service offering. Responding / Engaging ; responding to listeners > Taking the pulse of your brand across online channel. Sharing : The Red Fm story.. Best RJ's.. Best Shows > Improving customer service by offering through new online channel Contribution: Adding value to it ..Mumbai traffic, add on to red fm social friends. > PPC Campaign Strategy >Execution of PPC Campaign

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2011, Social Catalyst | socialcatalyst.in

Our Work

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2011, Social Catalyst | socialcatalyst.in

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2011, Social Catalyst | socialcatalyst.in

Red FM Present Stats

Cumulative likes

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2011, Social Catalyst | socialcatalyst.in

What FM Brands are doing

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2011, Social Catalyst | socialcatalyst.in

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2011, Social Catalyst | socialcatalyst.in

Comparisons

1 month

3months

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2011, Social Catalyst | socialcatalyst.in

7months

Cumulative Likes

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2011, Social Catalyst | socialcatalyst.in

Facebook likes daily

Facebook Likes Daily 3 Months

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New likes

How it Worked 20 oct after radio mirchi diwali app gone live Radio Mirchi : Facebook Application + PPC : 8191 new likes Big 92.7FM: PPC (Facebook Ads) 1013 new likes Red FM: ? 31 new Fans
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Stats Support snap shots

Despite using visual aid Red Fm didnt did well

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Likes Compare Radio Mirchi Red FM BIG 92.7 FM

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2011, Social Catalyst | socialcatalyst.in

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2011, Social Catalyst | socialcatalyst.in

Social Media Tactical Plan

This plan includes the tactical objectives to be used to accomplish two primary goals of social media: 1. Social Media Strategy 2.Revamping Red Fm Facebook Page 3.Socisl Media Campaigns 4.PPC Campaign Design 5.Increase unique traffic to Red Fm Online Presence(Facebook, Twitter, Youtube) 6. Convert anonymous traffic to known visitors by promoting premium content to visitors from social media sites via free content and converting them as on air subscriber

Social Networks ----------------------Short Term Objective

Facebook Fan Page Revamping of Red Fm Facebook Page Increasing Subscriber Base/ Items like create a group, encourage interaction, create content Participation in other Groups.( Event, Festival,) User Engagement. User like and share the content (Viral) Brand Image. Promoting by tagging which engage more people to come on page

Twitter (integrated on facebook aswell) Compile list of company Twitter users Promote company blog post through corporate account Promote other social networking activities/sites through Twitter Hashtags for Twitter that encourage people to participate Tweets on the latest music, films and news Song/updates of shows/

Key Metrics
Referrals from social networks Friends on Social Network Friends/Followers 2nd-order followers (followers follower count)
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Action Plan 3 months:

Marketing Objectives: To attain a fanbase of approx 4-5 lakh on Social media viz Facebook and Twitter(15-20 k) and establishing the brand attitude ( provocative & youthful)among netizens and social networking users. Target Audience 12-25yr old and 25-44year Devising Social Media. Three phase

First Phase
> Revamp FB Page Listening + Responding Tab Building > Rjs Tabs > Red Fm Event Calender > Red Fm Video Gallery > Daily Contes

Second Phase
> Activity Based Participation + Sharing >Partner Integration >Tune in : more listener on a particular day/time. >Subscribe to event >Subscribe to get update about your show >Top 30 play list: application with voting system. >Movie Release songs reviews engaging subscriber

Third Phase
> Campaign Contributing > Creating Communities: Awareness and engagement > Designing and Implementing Campaign to generate Buzz > Producing valuable, helpful content > Campaign pertaining to New on air activity > Campaigns that have ingredients of Social Happenings.
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First Phase Implementation

>RJ Malishka: app> back stage pics/ video / audio.. >RJ Mantra: app >Suresh Menon: app >Event Calender: app >Daily show line up: app >Video gallery: app >Photo gallery: app >Daily/Weekly/Monthly contest.
Every application would have integration of social plugins viz: like and share. Implementation of all tabs would require time depending on number of tabs required. Ideally A time gap should be provided to generate ore likes. Shuffling of landing Page. Shuffling of landing page helps generating more likes .. people like pages with content they like .. User can like and share page for RJ / Show / Video / Audio so changing landing page helps. All application would have non fan front end, i.e User can only see the content if he likes the page

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2011, Social Catalyst | socialcatalyst.in

Red Fm Video Gallery

Likes >

Collaboration of all Video Links. Application Flow: > Landing Page insisting User to like the page in order to see content > User like the page. Making it more Viral: >user can like the individual video >user can share the video.

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2011, Social Catalyst | socialcatalyst.in

Second Phase Implementation

Second Phase involves activity. Creating application with functionality of like , share, send , wall post List Of Applications >Partner Integration: Brand Partner.. Brand promoting themself on Radio. >Tune in : Get more listener on a particular day/time. Eg: Tune in to XYZ Celeb @ 8:30 pm ..... post your questions on fb.. subscribe to Activity. Wall Post: User have just asked a question to CELEB XYZ.. >Subscribe to event >Subscribe to get update about your show Application for subscriptions >Top 30 playlist: application with voting system. Make your Play list get more likes to ..... >Movie Release : songs reviews engaging subscriber Website treasure hunt: Post a question on your facebook page, and then provide hints throughout your website. This encourages fans to both visit your website in depth, but also to engage on your facebook page Tag To win: Uploading Images of Movie Ticket< tag Like win Best Photo Caption Funday Monday , Trivia Tuesday! >Question of the day >Bollywood Gossip Update : >Celeb tweet

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2011, Social Catalyst | socialcatalyst.in

Red Fm Event Calender

Event Calender: User need to like the page to check the events. Once user like the page calender would appear. User can select and view the events. Like and Share event for each event.

Eg: Tune in Live with XYZ celeb @ redfm ask questions .. not only it would help to

What kind of Radio are you/

Where do you most often listen to music? Bar or club At work In the car Exercising or at the gym I don't listen to music Which of these personality traits do you value in a radio dj? Intelligence Humor Silence Compassion/Empathy Level-headedness What do you use as your alarm clock? Cellphone The radio, set to the most annoying station A song from my iPod/mp3 player The radio, set to my favorite station A repetitive electronic buzzing What type of radio music do you tune into first? Talk Classic Rock Top 40/Pop Rap ad/or R&B Sports What would you prefer to spend the day doing? Working Relaxing/Sleeping Shopping Reading Doing absolutely nothing

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2011, Social Catalyst | socialcatalyst.in

Other Applications:
One Day RJ/ RJ Hunt
Upload your audio and let people like it. Maximum number of likes win a chance to be Ek Din ka RJ

Top 25
make your own top 25 like the song to make it come in top 25 list. Rate the song in application format with likes and share

Mixed Martial Arts championship

Partnership page / Tab

Crazeal ka contest
Claim your Gift.

RJ Mantra Audio Feeds from Sound Cloud Xclusive collection CD tweet this app Sweepstakes: Giving entrants the chance to learn about Red Fm as brand while competing for prizes. Pick Your Favorites: Users rank their favorite items, and share with friends.

Third Phase Implementation

Campaign Objectives: Generating buzz and acquiring a stronger fan base for RED FM mumbai Campaigns would be designed on basis of Target audience Implementation: Developing content and design for campaign that can be current on air brand campaign Promoting it on air. Promoting it via PPC. Campaign Examples: DIARY main DUM Facebook Application which would pickup status updates , recent photos from fans of red fm page and make it look like a diary form. Landing Page of applicaton will include: Name and Picture of the user.( fetch user details using Facebook api) The Background would have creative pertaining to promotion. Inner page Of App would be index/ Table of Content Which will link to all pages Page1: Status Updates Page2 : Photos (with like and share) Page3 : We can include more pages : : Page n : My notes(User can put his/her notes along with functionality of like and share )

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2011, Social Catalyst | socialcatalyst.in

Campaign

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2011, Social Catalyst | socialcatalyst.in

Campaign

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2011, Social Catalyst | socialcatalyst.in

Campaign

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2011, Social Catalyst | socialcatalyst.in

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2011, Social Catalyst | socialcatalyst.in

PPC

Estimated Reach

Ad

Facebook PPC Campaign Red Fm can choose the budget Pay only for click Redirection to Red FM 93.5 Page ad Would be on current promotion or: RJ new show New Release Hit Song Contest

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2011, Social Catalyst | socialcatalyst.in

Social Catalyst will provide monthly report > New Subscriber >% increse in subscriber > Interaction > feedbacks >new likes >Lifetime likes >Monthly Active Users Case Study Cadbury Dairy Milk India

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2011, Social Catalyst | socialcatalyst.in

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2011, Social Catalyst | socialcatalyst.in

Inputs Required
Guidelines: What tone of voice to use Topics to cover Response for enquiry/suggestion update Content filter link sharing policy Social Catalyst will provide Clients with a monthly report containing the following details > Across all Social Networking Sites Members Number of members Change over previous period, Monthly movements All noticeable trends in discussion Nature and Types of discussions Trends in information that users seek Interactions per month Number Broad types Response & Escalation summary ? Recommendations Steps to be taken in subsequent month

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2011, Social Catalyst | socialcatalyst.in

Since Social media is a two way process the impactful strategy to Generate Social Buzz can be designed and Developed. Also radio stations are coming on web sapce to present themself as strong brand and Social Media, and mostly facebook is the best platform to engage non known users and converting them to knows listeners. End of the day more number of listeners decide the popularity of Radio Station.

For live links Social Catalyst

Abhishek Purohit
( 91)-9619248213 701, Swati Apts,Opp Mega Mall Oshiwara, Andheri West B-601 Sea Mist Charkop Kandivali West

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2011, Social Catalyst | socialcatalyst.in

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