Social Media roadmap ahead for AnandaBazar Patrika

Introduction:

These days, the difference between doing social and being social for major global brands is the ability to manage each customer’s social experience across every area of the brand.

This social media management proposal is purpose-built for making social media a core function

of the brand.

What should an ideal social-media exercise consist of:

1. Content Planning and Publishing

2. Engagement & Moderation

3. Advocacy & Audience Segmentation

4. Paid & Targeted Amplification

5. Listening & Trend Discovery

6. Social Analytics & Reporting

Content planning & publishing:

Content planning & publishing:

Campaign publishing brings structure and scale to the social campaigns.

Track and manage every message with automatic categorization.

Keep things uniform.

Publish to specific and custom audiences with geo-targeting.

Content planning and publishing has 2 sub-parts: Part a

Planner & Global Calendar:

Discover content and coordinate messages with an interactive global calendar.

A global calendar helps in designing a proper content schedule in sync what the world is talking.

Content planning and publishing has 2 sub-parts: Part b

Social Analytics

Dive deeply into campaign-level metrics to understand which campaigns met expectations and why.

Understand the best times, days, and content attributes (via labels) for account engagement.

Social Moderation:

Social Moderation:

Social moderation built for brands with heavy traffic to and from the page.

Automatically categorize and route inbound facebook messages based on sentiment, influence and keywords.

Work on turnaround times and response rates to better the customer experience.

Social Moderation:

Real-time Collaboration

Smoothly collaborate to address any inbound message quickly and easily.

Assign messages for response across teams and divisions.

Communicate through internal notes on any message or piece of content.

Advocacy & Audience segmentation:

Advocacy & Audience segmentation:

Identify New Influencers Based on Listening

Identify key influencers.

Automatically add users to audience segments based on distinguishing criteria (e.g. geo, gender, language, keywords, hashtags).

View contextual visualizations of customers and fans based on sentiment, intent, emotion and mood.

Advocacy & Audience segmentation:

Reporting

Create customized, visual reporting and analytics dashboards across various segments, and utilize message scorecards to quickly evaluate engagement, reach, and activity across various messages.

Paid & Targeted amplification:

Paid & Targeted amplification:

Create and Target Paid Ads

Plan, buy, and optimize social ad campaigns for both Twitter and Facebook from a simple intuitive environment.

Create Twitter paid promotions: promoted posts, promoted tweets, and promoted accounts.

Target advanced Twitter ads based on demographic, location, device, and other custom filters.

Target advanced Facebook ads based on custom audiences, lookalike audiences, FBX and retargeting, and partner categories.

Manage and upload ads in an intuitive dashboard matrix.

Process first party data to automatically update custom and tailored audiences on Facebook and Twitter.

Build variations of ad creative for testing purposes and/or tailored for individual audiences, and easily attach ad creatives from a central asset manager, containing images, copy, video, targeting segments, custom

audiences, and more.

Paid & Targeted amplification:

Easily Boost Organic Conversations

Turn your top posts into high-impact social advertising automatically or with just a few clicks.

Repurpose organic content into paid ads and instantly target customer segments.

Paid & Targeted amplification:

Reporting

Use in-depth analytics and reporting to optimize social ad campaigns.

Leverage global data from across the brand’s social accounts and campaigns.

Access advanced real-time reporting on ad performance.

Collaborate and discuss ad performance across teams and agencies from within the platform.

Analyze how paid media effects brand metrics vs. competitors.

Listening & Trend Discovery:

Monitoring External Conversation

Compare the trend volume of competitive mentions vs. your brand.

Study the distribution of search mentions by source.

Conduct sentiment analysis across search terms and sources.

Listening & Trend Discovery:

Listening & Trend Discovery:

Trend Discovery

Identify and engage with emergent trends across any audience segment.

Identify trending content by any relevant criteria - brand, demographic, profile, interest, etc.

Discover trends based on hashtags, keywords, and sources.

Automatically find high-performing trends with email and mobile notifications so you can stay on top of what's happening real-time.

Listening & Trend Discovery:

Social Curation

Boost engagement with visualizations of the best, most compelling social content from the social web.

Utilize a wide breadth of sources to power visualizations, such as Twitter, Facebook, Instagram, plus blogs, and reviews.

Social Analytics & Reporting:

Brand Health and Competitive Analysis

Use real social data to track brand love, advocacy, mindshare, and loyalty.

Instantly compare your brand health to your competitors.

Benchmark brand metrics across peer brands and best-in-class enterprises with visual leader-boards.

Identify your best brand content, and that of your competitors.

Social Analytics & Reporting:

Thus,

We are working towards an ideal relationship like this -

Content is King and Context is Emperor.

Being so, we have no dearth of content. We just have to find the right context and deliver.

Right content + Right context + Right time = Sweet spot is the ideal way we should walk forward to.

ABP Daily is the king of content.

On social media, the mantra now is to strike a balance between paid and organic growth, sometimes the former overshadowing the latter.

The first step towards a digital transformation for the brand would be to go real-time.

True-to-print content cannot connect with the audience after a certain level as we all are exposed to real-time breaking news in today’s times.

Also, apart from real-time content, curating 3rd party content which are relevant to the audience is equally

important too.

Last, relevancy is a big factor when it comes to social media tractions. Any content which is relevant to our audience is worthy of putting up.

The days of hard-selling a product is gone.

Summing up:

Short-term plans: 1. Brand content planning

2. What are the optimization needed around the page

Long-term plans: 1. Taking the SM presence to the next level through paid and organic methods.

What apart from FB & twitter?

Facebook posts (organic and paid) & twitter posts will be at #1 when it comes to Social Media marketing.

Apart from this, we would need to tap into other methods too to bring in traffic to the platforms: 1. Opt-in e-mail marketing program

2. Guest blogs 3. Creating whitepapers, e-books etc. as per the global and local calendar

4. Remarketing / Retargeting 5. Contests

6. Micro-campaigns

Budget / KRAs and KPIs / Opportunity areas:

We shall discuss these once we agree on the basic proposal.