2. Social Media in India
86+ Million
Active Online Users
15%
Growth rate
61 : 39
Male : Female Ratio
3. What should a business do on Social Media?
• IDENTIFY platforms frequented by their Target Audience &
create engaging properties/ opportunities around them
• BUILD a relationship with them by providing them with a
comfortable platform and engaging content
• EDUCATE them about the Brand thereby engaging with them
4. Our Objective
1. Effective and Comprehensive brand presence across relevant
Social Media sites
2. Reach/Awareness amongst relevant target audience across
all social platforms
3. Build effective engagement with our community by
a) Further reach, and
b) Give product experiences
4. Better PR (ORM) & customer relations –
5. Eventually meet business objective of increasing online
enquiries and walk-ins.
5. Touch Points on Social Media
Social Networks
Social Video and Micro-blogging tool
Image Sharing Sites
All social properties will be
linked with the brand
website
Places Review Sites
Wikipedia
6. Yrals’ Social Media Campaign is segmented
into 2 Phases
Activation
and
Monthly Maintenance
7. Activation on Social Platforms
*Activation will be an independent 14 day orientation and set-up period,
before commencement of the monthly social media deliverables
It will entail a one-time cost Rs. 8,500, and is negotiable as per the status
of the client’s existing activation on the mentioned platforms
• Facebook • Twitter
– Page Creation – Profile Creation
– Info Optimization – Info Optimization
– Cover Photo – Background Image
– Profile Picture – Profile Picture
– Content Plan – Sample Tweets
– Sample Updates
8. Activation on other Social Platforms
• YouTube • Image Sharing Sites
– Background Theme – Pinterest
– Upload Videos
• Local Activation Sites • Review sites
– Google+ Local – Claiming on Zomato
– Four Square
– Claiming on Burrp
– Justdial
– Sample Reviews
• Listing Sites
– Just Dial
– Ask Me
10. Building Reach
via Content (Daily Updates)
Delivering content that is:
Engaging and Interactive
• Updates that caters to different TG mind-sets
• A strategy that helps promote, network, communicate,
collaborate and accomplish more with your business,
online.
11. Social and Viral
• Images, Videos and Links that bring out various aspects of the
Product/Service
• Incorporate ideas like memes, DIY ideas and Tips to enrich
the community
• Light puzzles, quizzes and games that lengthen the reach of
your content via social sharing
12. Refreshing and Recent
• Share current events and milestones to humanize your
brand
• Adopt a tone of Communication that should be
conversational, insightful and pleasant
13. Sample Content Plan
Design of the week: (Once a
week, we will focus on a
particular theme. E.g. Plants
Brand Product inside homes, Antique
Updates: New range, Furniture, etc.)
offers, discounts, Merging of Different
features, etc. Cultures in Urban
Homes
How to use the right
combination of Core Thought Activities with your
elements in an allotted Family at Home
space
Design and architecture Accessorize your Home
of Indian Heritage during occasions
(Forts, Monuments, Houses of famous (Seasons, Personal Dates
Palaces, etc.) Personalities (Antilla, and for Guests)
Oprah Winfrey’s house,
SRK’s Bungalow)
14. Approach 1: Indian Architecture
• Updates or communication will purely be around playing with different spaces, using
the right combination of elements (Tiles, stones, wood, etc.) to make your house look
pleasant.
• Also, educating user’s about the different types of linen, artefacts, decorations, etc.
will be part of the Mandate
15. Approach 1: Indian Architecture
Sample Updates - Kitchen and Table Linen
1. Tip of the Day: Thе addition οf matching terrines, serving
platters аnԁ dishes саn bе very effective. Matching oil
аnd vinegar bottles, sauce аnd gravy boats аnԁ аnԁ
salt
pepper pots mау аƖѕο bе selected. It саn bе very
attractive tο ѕhοw a full set οf matching crockery :D
2. How Small is your Kitchen? Probably just enough for a
person to squeeze in? Well then check out the circle
Kitchen! This will truly amaze you
3. The most commonly accepted reason for holding a wine
glass from its stem is to avoid fingerprints on the bowl,
and to prevent the temperature of the wine from being
affected by body heat.
16. Approach 1: Indian Architecture
Sample Updates - Bathrooms (The one place where you enjoy your
personal space)
1. Add a Lovely Water Curtain in the Bathroom. It looks
beautiful! Don’t forget to add a nice Mat just outside
your Bathroom. That’s our @Home Tip of the Day.
2. While designing a Bathroom, however small the size
maybe, it is important to separate the dry are and wet
area of the Bathroom. It helps keep it clean and Tidy
3. An Aqua Blue Bathroom set makes your space calm.
Your Basin looks neater and all your washroom
necessities have a place to reside in
17. Approach 2: Historical Indian Design
• The idea will be to showcase the true beauty of Authentic Indian Architecture and
how to implement glimpses of it in your own house
• Image Updates, Polls, Suggestions, Discovering ancient India is what the Content will
revolve around
18. Approach 2: Historical Indian Design
Sample Updates
• Mughal Architecture is a rare combination of
Islamic Art and Indian Art. You can actually
bring this form of Art in your House. Start with
2 simple elegant single sofa’s and add a
vintage table to suit its taste! You can add
stone pillars next to sofa’s to add more zeal!
• The image is of a typical Mughal style Room
Design. The Beds are low and has a bed ceiling
to it. The Tiles are raised where the bed is
placed and authentic in its design. Care for a
similar room in your house?
19. Approach 3: Congregation of International
Design
Sample Updates
• Catch a Movie @Home with your Folks and Children
and enjoy your Sunday Afternoon. While you are it,
ensure the room is dimmed and at max there is a
floor lamp to keep the room lit . Let us know your
experience
• Surprise your Spouse with a lovely Candle Light
Dinner. So we have something for you to offer. If
your anniversary falls in this month, then we
@Home will ensure that you get a 50% offer on our
Candles and Stands!
20. Increasing Fans Every Month
via Facebook Ads
• Ads help driving relevant contextual traffic to your Fan Page
• A well targeted base result in fans that are highly active and engaged on the page
Geographic Targeting
1.Country
2.City
3.Town
Demographic Targeting
Demographic Targeting
1.Age
1.Age
2.Sex
2.Sex
3.Family Size
Psychographic Targeting
1.Activities
2.Interests
3.Education
21. Sample Ad Targeting
A sample size
of how many
people we can
reach using
Facebook Ads.
22. Customized Cover Photo
Customized Cover Photo will be in sync
with brand guidelines (any new launch
/ promotion will be communicated)
24. Free Application Month 1:
Store Locator
Concept
• A locator is imperative for a brand to have on Facebook, as it shows the
location of each property, with its respective address and phone info
• Replicating features of Google Places by adding reviews below the map
is something that is also done to generate value
Objective
1. Facilitate Fans to locate your properties
2. Social Media promotion
3. Increase engagement on the page
4. Increase Enquiries and Walk-ins
26. Free Application Month 1:
Product Tab
Concept
A Product Showcase Tab allows users to browse through high definition images of
all your products along with aspects like specifications/ benefits/
price/testimonials etc.
It will also include social sharing features including the Facebook Like & Share
button along with a Comments Box Below the tab
Objective
1. Social Media Promotion
2. Increase the number of Fans
3. Increase interaction and engagement on the page
28. Free Application Month 2:
Invite Friends Tab
Concept
A tab which allows fans to Invite their Friends to your page.
On clicking the Invite Friends button, fans will be shown a window that provides
the option to select all friends that they’d like to invite to your page.
After inviting, the invited friends will get a message notification from the fan
saying that they have invited them to the page, along with a link to your fan page
Objective
1. Virality
2. Increase the number of Fans
30. Free Application Month 2:
PR Tab
Concept
A Tab where thumbnails of the Brand’s Press articles/Print ads will be showcased
on a virtual magazine rack.
On clicking on a particular thumb nail, an overlay of the actual ad/article will
appear, which users can then consume.
Objective
1. Offline-Online Media Integration
2. Awareness and Recall
32. Free Tab Every Month:
Offer/Event Tab on Facebook
Concept
A static application tab to make users aware of your latest offline offers
These tabs can have a small ‘voice over’ playing in the back-ground
telling what exactly that offer is about
Objective
1. Social Media Promotion
2. Increase the number of Fans
3. Increase interaction and engagement on the page
4. Increase Enquiries and Walk-ins
34. Sample Custom Application Ideas:
Social Loyalty Program
Concept
Referral Application where users will be awarded points and in turn be gratified
with merchandise / gift-vouchers etc.
They will need to execute Social Tasks in order to be awarded the points such as
1. Inviting Friends to the Fan Page
2. Posting custom Status Updates to their wall
3. Tag themselves and their friends in the images and Get Points
4. Completing Tasks (Quizzes, FAQ’s, etc.)
35. Application Flow
User adds Application and grants relevant permissions
User lands on the Info Page of the App with instructions on activities, prizes
and points redemption
User jumps into one of the many activities to earn points
Activity 1 Activity 2 Activity 3 Activity 4
Invite Friends to the Fan Post Customized ‘Updates’ Tag yourself in the images and Answer a simple question.
Page videos (Style Related)
In engaging in different activities, user will be awarded points
User will get to check his points on his My Page
User can redeem prizes, merchandises, gifts, etc. by redeeming the earned points
User will share the application (Each Activity to friends)
37. Sample Custom Application Ideas:
Event/Occasion Based
Concept
During certain festivals/national-global events/ religious occasions, Yrals will
suggest Contest Ideas on Facebook which will be aimed at creating buzz around
the occasion and the Brand with an objective to show their patrons that they’re
always looking for innovative ways to appreciate and reward them.
Patrons/Fans will be rewarded based on the extent of the effort they make in
bringing more people to participate with the App and in this way promote the
Page and, more importantly, the Brand.
Check out screen shots of an App we recently created and promoted for ‘at
home’ for Women’s Day.
44. Tweets
• Frequently tweet to reach out to potential customers in
a way that humanizes your brand
• Listen and act towards suggestions, feedback and
concerns of potential customers
• Tweet about brand value proposition and bring out
USP’s
• A certain set of tweets must be in line with Trending
Topics on Twitter and must also adapt to current events
45. Advanced Twitter Search
Tools such as Advanced Twitter Search are valuable in identifying and reaching
out to ‘Tweeples’ who are tweeting content related to your product.
Selection of Keywords/Phrases is carried out based on:
Brand
Industry
Target Group
Competitors
Upon selecting, a customized tweet with the @mention of the user’s handle
must be posted so he/she is aware that we are conversing with him/her.
48. Approach
• Setup Brand YouTube Channel/Account
• Upload existing videos with relevant Names, Tags and Description
• Increase views by a certain minimum number every month, by seeding
video links through promoted messages on Industry and TG relevant
Social Forums and Communities.
49. Sample Promotional Messages
Hey did you check out the new Garnier Pure Active Ads, really innovative
way of talking about blackhead removal strategies, check this out
Woahhh…..a perfect example of the ‘Desperate times calls for Desperate
measures’ saying……a really cool way of advertising Blackhead removing
scrub
If you’ve ever done crazy stuff to get rid of your blackheads, then you’ve got
to check these videos out….simply hilarious……check it out
I have never done something as wacky as using sandpaper to get rid of spots
on my face…...you guys need to check out Garnier’s new Pure active
commercial
50. Sample Forums and Communities
Membe
Sr.No Site Name Site Url Facebook Url rs
joshi daniel http://www.facebook.com/joshida
1 photography http://joshidaniel.com/ nielphotography 5,332
2 Fitnesolution http://dreamfit.blogspot.com/
http://www.facebook.com/ZeenatS
3 Zeenat Style http://www.zeenatstyle.com/ tyle 12,323
http://www.hs.facebook.com/99la 1,73,23
4 99labels http://blog.99labels.com/ bels 9
http://www.facebook.com/pages/
High Heel http://www.highheelconfidential. High-Heel-
5 Confidential com/ Confidential/142231475817206 2,037
http://www.facebook.com/styleup
6 Style Up Your Life http://styleuplife.blogspot.com/ yourlife 712
53. Google+ Local
• Google+ Local enhances the Google Ranking result of your
brand.
• Helps people navigate to your location not only through web
but also through mobile i.e. when you’re on the go.
• Provides option to write reviews and add photos of the place.
• Hence, even if someone was only searching for your location,
they would also come across others’ reviews of your brand as
well as location/food shots of the place.
An example
of Gelato
Italiano
54. Foursquare
• Users check in at venues using a device-specific application by selecting from a
list of venues the application locates nearby.
• Each check in awards the user and that update gets posted on his facebook
profile, which can be seen by all his friends.
55. Preview..
Step 1
• The user can search for a nearby cafe in his locality
on all devices like blackberry, android and iPhone.
• He will get the relevant map on his device.
56. Preview..
Step 2
•Once the user finds Visionnaire, he can
directly check in through his phone.
• When the user checks in for the first
time, he gets a free beer on that day.
When he checks in for the second time,
he gets a complementary dessert on that
visit. This offer can be continued further
to encourage the user to visit the cafe
again and again.
57. Preview..
Applications like
foursquare are
extremely popular and a
great way to have your
patrons promote their
presence at your
establishment to their
friends.
58. Foursquare Specials
Friends Special -
You can set a minimum number of foursquare friends a user needs to check-in with to unlock a
Special. That special is only redeemed when that pre-set number of friends check-in together.
The goal is to get groups of friends coming to your venue.
Swarm Special -
You can set a minimum number of foursquare users that need to check-in within a 3-hour
window in order to unlock this Special. It can only be unlocked once per day per venue, and is
great to incentivize large groups to visit your business!
Flash Special -
This Special gets its name from "Flash Sale". You set the number of Specials that you want to
unlock per day, then after that its first-come, first-serve. When it reaches the unlock limit, there
are no more Specials for the day. This is great for special limited quantity sales.
Check-in Special -
These are our classic Specials. They unlock on every check-in, or on whatever conditions you
apply. This is great for rewarding users on their routine check-ins.
59. Other Listing Sites
Listing sites or popularly called as Classified Sites have become immensely
important for businesses small or big to gain a share of their Target Group. They are
important from 2 points of view
• Search Friendly
• It serves as another platform to broadcast key information (like change of
address, new outlets opened etc.)
Hence it becomes imperative for a brand to take control of this medium as well
61. Review sites have taken Center Stage for Products and Services
• Individuals respond to places based on what they hear and read
• Review Sites – Opinion Makers and Changers
• Top ranking on Search Engines
Hence it becomes imperative for brands to take control of this medium. Our
approach includes:
• Planting positive reviews higher consumer confidence
• Also respond to existing Positive / Negative reviews
63. Monthly Report
A monthly campaign report, that entails analysis of:
• Key Metrics on Facebook
• Fan Demographics on Facebook
• Update Categories on Facebook
• Inferences and suggested corrective measures
• Screen shots of all activities on other Social Media
Platforms - Twitter, Review Websites and YouTube
64. Client reference.. Facebook Category Analysis of Updates
Facebook - Sources of Likes
Facebook – Frequency of Reach
Facebook - Average Facebook Engagement per Day
65. Monthly Strategy
A customized monthly social media way forward plan, based
on Yrals’ 6 Step Social Media Strategy – Awareness, Reach,
Involvement, Recall and Loyalty
This will include:
Content Ideas
Contest and Light Engagement App Ideas
Heavy Apps/Tabs Ideas
Other Media & On-Ground Ideas
Website Enhancement Ideas with Social Features
Mobile App Ideas
66. Recommended Cost and Deliverables
Content
Facebook
1. Permanent Access to Yrals Update Library
2. 15 Custom Brand Updates/month
Twitter
1. 8 Tweets/month
2. 10 ATS Conversations/month
Reviews Total Cost:
1. 8 Reviews across sites/month
INR 25,000 Per
Traffic
1. Facebook Fans – 1500/month Month
2. YouTube views – 150/month
Facebook Applications *please see the excel
1. 8 Free Apps from Yrals Standard App Menu in 5 months document attached
2. Accrual of Rs. 2,500 every month towards Custom Apps
with mail to have an
Creatives exhaustive go through
1. Facebook Cover Photo – Every 15 days
2. Twitter Background – Every Month
at all deliverables
3. YouTube Background – Every Month
Report and Strategy
1. 1 Each, Every Month
67. Thank You
Ritesh Kumawat
Manager – Business Development
ritesh@yrals.com
+91 9029444575
