Published on March 7, 2014
Social Media Management Case Study
BACKGROUND -One of the leading pen brands in India since last 2 decades -Traditionally relied on TV advertising, often with known faces as brand ambassadors & had a very limited digital footprint. -Considering the amount of time spent by the target group online, it was essential for the brand to tap digital media to connect with its audience.
DIGITAL MEDIA OBJECTIVES - Develop a connect with the audience which primarily consisted of high school & college students and youth -Have interesting content & conversations with the audience -Make Rotomac a cool brand to hang out with among the TG -Channels:
DIGITAL MEDIA ROADMAP To create a fun-zone for the fans that will give the audience a space to chill out & relax with the brand. Create branded content that goes with its youthful brand image that is & at the same time in synce with its tag lineLikho India Ki Nayi Pehchaan To Leverage Salman Khan as the brand ambassador.
WHAT THE BRAND WAS DOING WRONG? Few things that the brand wasn’t doing
WHAT THE BRAND WAS DOING WRONG? • Rotomac’s Facebook page operated under the name Rotomac Global Private Limited – People are more l likely to converse with a brand, not a company. • Content Mix – More text, less images & lacked connect with the audience • Only about 2000 likes – Not befitting a popular brand like Rotomac
WHAT THE BRAND WAS DOING WRONG? + - Infrequent Updates - Mostly text only updates -Lack of visual content -Didn’t leverage the potential of the brand ambassador
HOW DID SOCIAL SQUARED APPROACH THIS?
FACEBOOK -Created an altogether new brand page – Rotomac Pens -Page design & content in sync with the brand identity in offline space INTERESTING PROFILE
CONTENT MIX Engaging content centered around: - Student Life - Salman Khan (Brand ambassador) - Puzzles and Riddles - Product related posts - Exciting things that can be done with pen - Humorous Posts - Achievers & Inspirational people - Celebrate events, festivals & celebrity birthdays CONTENT TONE -Conversational -Colloquial -Humorous
FACEBOOK INTERESTING APPS & GAMES
FACEBOOK INTERESTING CONVERSATIONS
FACEBOOK INTERESTING CONVERSATIONS
FACEBOOK INTERESTING CONTESTS
YOUTUBE -A channel to have Rotomac ads, most of which have a “nostalgic connect” with the audience -Share content periodically on Facebook
IMPACT -Nearly 50K engaged followers (Accrued over a period of 8 months: June 2013- Jan 2014) -Regular conversations with the audience -Basic CRM & handling customer queries through Social Media -Constant brand recall among the TG even in absence of any major ad campaign Built an image of youthful & cool brand in online space too
ABOUT US Social Squared is a full service digital media agency from Mumbai, India. Founded by IIM Alumni, we are a young team of digital media enthusiasts, hackers & marketers. Our team collectively brings experience across diverse industry sectors like IT, FMCG, Retail, Education etc. Social Squared works across all the 3 digital media: 1.Owned 2.Bought 3.Earned
CONTACT US Futuready services Pvt. Ltd. 210, V-Mall, Next to Sai Dham, Off WEH, Thakur Complex, Kandivali (E), Mumbai - 400101 www.socialsquared.in | email@example.com 022-42645743 | 9619197705 | 9819022035
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