Yrals ideas for 360 Degree Social Media Marketing for a School Brand - Targeting Parents and Students.

1. Social Media Solution

2. YRALS: Background
• Set up to create social media campaigns for brands on an ROI Basis in
2008
• YRALS was founded by Jaideep Bir along with an angel investor and has a
60 member team across Mumbai, Delhi & Bangalore
• YRALS also specializes in creation of web & mobile properties for Brands
that enhance interactivity, build Brand loyalty and Engagement
• The company has executed Social Media campaigns for over 200 clients
across sectors including:
Media | Travel | Automobiles | Apparel | Telecom |Technology

3. Clients
….

4. What we can do
1. Create Awareness: Optimize Ads & Targeting
This would involve us creating a variety of ads to bring people to the page,
we can have different ads based on gender, interest etc.
2. Build Reach: Post Timing + Sponsored Stories
Even simple strategies such has what time a particular post should go up
makes a difference
3. Engage: Updates & Category Anaylsis
Once this is done we need to analysis what has been the feedback with
respect to our engagement levels

5. What the community can do
• Engagement Creates  Viral Reach
Engaged Users create viral stories for the friends via likes, comments, re-tweets.
This creates Viral Reach among these friends, creating an opportunity for the
community to expand
• Viral Reach  Viral Engagement
Viral Reach to this EXTENDED audience can create Viral Engagement. This creates
the second layer of Viral Ripple. This has a secondary effect of Viral Reach, albeit to
a smaller effect

9. What more can we do
3 Steps: INVOLVE, REINFORCE, REWARD
1. Build more RICH CONTENT that builds INVOLVEMENT &
furthers Virality
2. Create Experiences that deepen RECALL and Heighten
Virality
3. Converting Engagement to EARNED LOYALTY

10. Facebook Timeline
Facebook Timeline
This tab showcases the upcoming
event/ exhibition
Here’s a sample cover photo that YRALS can design

11. Facebook Timeline
Here’s a sample cover photo that YRALS can design

12. What more can we do on Facebook
3 Steps: INVOLVE, REINFORCE, REWARD
1. Build more RICH CONTENT that builds INVOLVEMENT &
furthers Virality
2. Create Experiences that deepen RECALL and Heighten
Virality
3. Converting Engagement to EARNED LOYALTY

13. Create Content
• Updates Categories
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• Ideas
 Light Engagement
 Recall
 Loyalty
leapbridge Insights
Spot the Differences
Language Facts / Lingo Info /WordChow
Educational Quotes
Quiz Box / Mindchows / Braincheck

14. Content Ideas: leapbridge Insights
Description:
In this category we can talk about the school, the programs we offer, the testimonials,
the benefits, how euro kids is different from other schools and so on.
Objective/Benefit : To make the user and the fans to know more about
your brand.
Type of Category: Brand
Sample Update:
Ensure your child’s growth with India’s
premier pre-school chain.
Making learning fun with leapbridge :)

15. Content Ideas: Spot the Differences
Description:
This is again an engaging category for the kids in which we will put up 2 nearly identical
images and ask the readers to spot the difference. The idea is to trigger the people's
psyche to engage with the brand by challenging their skills and encouraging them to play
the game.
Objective/Benefit :
Engagement
Type of Category: Interactive
Sample Update:
Hello friends! Test your skills & tell us how many differences can you spot! Comment with your
answer ;)

16. Content Ideas: Language Facts / Lingo Info
Description:
In this category we will put up amazing facts about the English language, grammar ,
spellings etc.
Objective/Benefit : Engaging
Sample Update:
Did you know? The dot on top of the letter
'i' is called a tittle. Share this with your
friends too! :)
Type of Category: Informative

17. Content Ideas: Educational Quotes
Description:
In this category we will put up various amazing educational quotes. People usually love
to share different types of quotes and since our target audience is mostly going to be
parents & teachers this category will work perfectly on the page.
Objective/Benefit : Engaging
Sample Update:
What we teach our children is not just
limited to them, it affects the whole world
around the child! So share this beautiful
thought and have a great day ahead :)
Type of Category: Information

18. Content Ideas: Quiz Box / Mindchows
/ Braincheck
Description:
In this category we will have educational quizzes on general knowledge , History ,
geography, Science , Animals, fishes. It won't be very difficult but medium level quizzes.
We will refer to the quizzes showcased on "Are you smarter than a fifth grader?" and a
few other educational quiz websites
Objective/Benefit : Engaging
Sample Update:
Which is the correct way to close a letter?
a.
b.
c.
d.
Yours Truly.
Yours truly,
Yours Truly:
Yours truly

19. LIGHT ENGAGEMENT

20. Engagement Idea 1: Hidden Word Puzzle
Concept:
• Here the users will have find out the words that they will
spot in the given option which will be related to the
brand.
• Faster a user completes the chances of scoring more
increases.
• Once the task is completed, they can share with their
friends and ask them to compete.

21. Engagement Idea 2: Picture puzzle
Concept:
• A user can play a flash game of the selected picture.
• Main advantage of this engagement idea is that a user
doesn’t has to come on the page and play it but he can
directly play it on his news feed page

22. LOYALTY IDEAS

23. Locator Tab
Built on Google Maps’
engine, our Locator App
enables patrons to find your
place

25. Loyalty Idea 2 : Course Tab
• A tab where Euro Kids can showcase all the courses that they
provide along with the information related to the service that a
user selects.
• It becomes easy for a user to know what services does the brand
offers.
• A snapshot of the same is shown where a institute has showcased
all the courses.

26. Offer Tabs
To make users aware of your latest offline
offers and increase enquiries and walk-ins

28. Referral Tab
A way for fans to invite their
friends to the page, in a
simple click and select
fashion

30. Media-Desk Tab
A showcase of a Brand’s
Press articles displayed on
an interactive rack.

32. Feedback Tab
A place for customers to give their feedback
and share their personal details so they can
be addressed

34. TOP FAN
This tab showcases the most
active fan on the page

36. EVENT TAB
This tab showcases the
upcoming event/ exhibition

40. Accrual towards Custom Apps
Besides Apps from our App Store, we will also Accrue Credits from your
retainer towards Customized Facebook Apps
These include:
Contests| Promotions | User-Generated Content | Viral sharing Apps

41. RECALL IDEAS

42. Recall Idea 1: Stay Tuned
• Most Active Fans (Top Fans): Likes, Comments &
Shares
• Play All Games (Win / Collect Points)
• Most Page Visits
• Create User Generated Content

43. Recall Idea 2: Invite2Win
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Users Invite Friends to Earn Rewards
Users Tag Friends to Page Photos / Posts
Users Share New Release Info
Share Character Content

45. Customized Background
Customized Twitter background will be
in sync with brand guidelines (any new
launch / promotion will be
communicated via backgrounds too)

46. 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
 Contest
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.

47. Twitter Contests: ATS
Contests asking users to Tweet with a certain Hashtag

48. Twitter Brand ATS
Conversations with Target Group Users Tweeting Relevant Keywords (using
Advanced Twitter Search)

49. Brand Promotional Tweets
Tweets around your Brand, Products, Offers, Contests etc.

50. Topical Tweets
Tweets around Trending Topics & Events

51. Twitter Contests
Contests asking users to Tweet with a certain Hashtag

52. Twitter Trends

54. How to use Twitter Trends
# Trending topics are a very useful way of increasing the brands visibility.
# The topics seen on the left side when you log into twitter are called trending
topics.
# Suppose a word /phrase like #IlikeDrinking is trending on twitter it can be
used to promote our brand.
# Anyone using the trending word /hastag gets more visibility hence more
people on twitter can see it.
# Trending topics change everyday depending on the current affairs country &
city.
# Using these trending topics are always an added advantage.

55. Tweets
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Frequently tweet to reach out to potential customers in a way that
humanizes your brand
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Listen and act towards suggestions, feedback and concerns of potential
customers
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Tweet about brand value proposition and bring out USP’s
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A certain set of tweets must be in line with Trending Topics on Twitter
and must also adapt to current events

56. Sample Update: Viral Content

57. Promotion of Page through Facebook Ads
• Helps 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

58. •
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Pinterest is the 3rd most popular social networking site in the world
Over 4 million unique visitors daily
Since May 2011, the number of total unique visitors has increased by 2,702.2
percent
Over 80 percent of pins are actually re-pins, rather than brand new content
The average time spent on Pinterest is 15.8 minutes

59. Demographics
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80 percent of Pinterest users are female
50 percent of users have children
Pinterest users in the US are most likely to live in the midwestern states
30% of users are between 25-34 years old
The average income of Pinterest users is $100,000+

60. Getting the most from
Setting up your account:
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For maximum exposure, use the name of your blog rather than your own name
Always put as much information as possible in your profile about your blog
Always put the URL of your site in your profile
Connect your Pinterest account with your Facebook and Twitter pages

61. Basics
Pin: an image added to Pinterest with a link
back to it’s source
Repin: adding an image you find
on Pinterest to your own boards
Board: where you organize
your pins by topic

62. Setting Up Your Boards
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Put your blog name in the title of your boards
The more boards you have, the more exposure Pinterest will give you
Name your boards creatively
Spread out your pinning across all of your boards
Boards show up in search engines, not individual pins. Make your boards as
detailed as possible.
Update your boards on a regular basis

63. Putting
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to Use
Every single post MUST HAVE a
button
Wordpress has a plug-in that will automatically add a “Pin
It” button to your posts
Pin every single post
Put your blog’s URL in each pin’s description
Keep your descriptions short, clear and precise
Use keywords in your descriptions so people can find your
pin or board when they search

64. A Picture is worth1000 words
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Every post needs to have a picture
Touch pictures up using free sites like
PicMonkey.com or iPiccy.com
Add a watermark to your pictures
Add words to your pictures
If you have old posts with bad pictures, re-do
them and re-pin them
If you don’t have pictures, go to sites like Wylio.com
who have free pictures for bloggers
If you don’t have a picture for your post, create a
graphic image with words to describe it

65. When to Pin
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Stay active on Pinterest. Pin at different times of day to reach
different audiences.
Schedule pins on Pingraphy.com
The best time to pin in the afternoon is between 2-4 p.m.
The best time to pin in the evening is between 8 p.m.-1:00 a.m.
Cater to your demographic

66. Improving SEO with
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Share unique content
Build backlinks. Search engines create page rankings by taking
into account how many outside links lead people to your site.
Use specific keywords to help viewers find your pins. Using
keywords frequently will increase your page rank when those
words are used.
Use the “Pin It” button. The “Pin It” button allows readers to easily
add your pin to their boards.
Categorize your pins
Hashtags work! Use them on every item you
pin. Use hashtags and keywords in your pins
to increase visibility and exposure.

67. Growing Traffic through
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Create groups with other bloggers to pin each others’ posts.
Everyone has different followers!
Comment on other pins
Use giveaways, such as “Pin It to Win It” to increase
engagement
Pin consistently. Don’t pin too many things at once to avoid
flooding others’ feeds.

68. What to Pin
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Pin every post
Pin things from other blogs and websites so your boards aren’t only your
content
Pin things you like! Your readers want to connect with you on a personal
level.
Find out what people are pinning from your website by using
www.pinterest.com/source/YourWebsite.com
{Replace with your URL}

69. Tracking Success
• Reachli.com provides you with analytics around each item you pin,
making it easy to see the reach of all of your pins.
• Repinly.com helps you keep track of the biggest Pinterest accounts and
learn why they are doing so well.
• Pinfluencer.com allows you to track your competition in addition to
seeing users who actively engage with your brand.

71. Promotion on YouTube
• 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.

72. Thank you!
Ritesh Kumawat
Manager - Business Development
e:ritesh@yrals.com
m: +91 9029444575