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Indian Ministry of Tourism - 'Reclaim India' a Social Media Campaign

Indian Ministry of Tourism - 'Reclaim India' a Social Media Campaign

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Published by: Anirudh Kunjal Nayak on Aug 06, 2012
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08/06/2012

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 Social Media Plan
e-Marketing assignment 
Group 126/16/2012
Submitted By:Anirudh Kunjal (PGP-11-103)Chirag Heda (PGP-11-020)George Thomas (PGP-11-022)Rahul Raghunathan (PGP-11-145)Shanoop Krishnan (PGP-11-069)Swati Koul (PGP-11-081)
 
Marketing Goal of the Social Media Strategy
Context
The Ministry of Tourism is concerned that Indians are increasingly likely to vacation and travelabroad than in India, thus exporting the tourism revenue which could have remained domestic.
Marketing Goal
This Social Media Campaign aims to increase awareness and knowledge of beautiful but lesserknown tourist locations in India through a Word of Mouth movement. An outcome of the samewould be the inclusion of these destinations in the decision-making set of abroad bound tourists.
Social Media Goals
The campaign intends to induce Word of Mouth behaviour on the campaign website and on othersocial media platforms. Below are the details of the campaign:
Campaign Name
: “
Reclaim India
 
The “
Reclaim India
” campaign
revolves around users unlocking lesser-known but not less beautifullocations in India through location based quizzes thereby getting to know more about them. Beloware the essentials of the campaign:
 
The campaign encourages Indians to
unlock tourist locations to free them from a “foreigneroverdose”. To “free” a destination, it has to be “unlocked” by a minimum number of users,
which would be pre-decided by the creators based on expected and desired interest of thelocation.
 
To unlock a location, a user has to go answer a simple 10 question quiz on the locationhaving questions on its culture, history, food, prominent tourist spots and so on. The idea isto get the user to search to find the answer about the location which would increase hisawareness and inclination to go visit the place.
 
On successfully completing the quiz, the user can post about it on Facebook, Twitter andother social media websites. This would result in a posts which could incite other users toparticipate such as :
“Raj has successfully unlocked
Chintpurni from the foreigners
. Join him in Reclaiming India”
 
The campaign would run on a standalone website www.reclaimindia.com.The home page would have a big map of the country with key tourist locations being highlighted. Thenumber of people who have unlocked the city and the number of people required to freethe city would be displayed against each city
 
In addition to this, there would be pages for different destinations having details aboutlocations, ways to get there, places to visit & eat etc.
 
Further, registered users would also have the opportunity to upload photos and videos forlisted locations. There would also be an option to recommend locations to other users.
 
The social media marketing sales funnel below details the concept:The campaign goals on other internet applications can be defined in terms of WoM behaviour of those platforms:Social Media Application Parameter to measure WoMBlogs
 
Number of references to campaign website on blogs
 
Number of times a campaign “badge” is displayed on blogs
 Twitter
 
Number of retweetsStumble Upon
 
Number of additional taggersFacebook
 
Number of reposts/ shares of campaign posts
 
Frequency of appearance on timeline of friendsYouTube and Flickr
 
Number of embeddings
 
Number of times republished in other social media and offline
 
Number of “Likes”
 
Why is a social media strategy better suited to accomplish the goals?
To induce the behaviour desired in the target group, the attitudes that drive such trends have tocome about organically rather than imposed via a marketing campaign. A social media is best suitedto achieve this objective as it does it faster, cheaper and better method than any other meanspossible. The campaign involves users as content creators which enhances credibility and creates asense of contribution.
Awareness:
The campaign would begin with a TVC having a Pondicherryfisherman walking through tourist attractions of the city which are allflocked by foreign tourists. Frustrated, he laments about his city being
“taken over” by foreigners and appeals to viewers to go to
www.reclaimindia.com and set his city
free
. 2 more TVCs would be
Interest:
The campaign fits i
nto a user’s social life as it encourages him tospread the word among his colleagues and friends to “Reclaim” the
country. Further the ability to share photos and videos gives a person thefeeling that he is helping others discover locations better.
Action:
The campaign would be useful in the user’s social life as
 
It induces a sense of patriotism giving a person a desired socialidentity
 
One
gets the chance of being a “trustworthy friend” or “opinionleader” when one recommends friends videos of locations

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