Rammedia Social Media Plan

20th Sept, 2013

Objective

Building an presence to create a niche online.

 How

• Identify Top PR in India and study their Online engagement

activities
• Create a completive analysis on Indian PR agencies and their
presence on Social Media channels
• Identify Best Practice
• Develop a SWOT analysis and build an Online/Social presence
strategies around the analysis
Why does PR Agencies need online
presence
What is there in Now that we know how Getting Online will
it for our benefit agencies – Let’s see what other
agencies are doing online.
agency?

• Marketing - Reaching out our Target Audience online

• Networking & Collaboration – Connecting with influencers and prospects

alike and creating conversations beneficial to objectives

• Public Relation – Staying connected with stakeholders through 2 way

communication on various online platforms

• Thought Leadership – Position as leaders through insightful engagement

on online platforms

• Loyalty Building – Creating loyal followers through consistent

conversations across online channels
 Top PR
Agencies are We researched on the top PR Agencies
Social presence/activities on Social Media
front.
 Competitive Facebook Activities
Analysis

Agencies Fans Message Likes Comment Landing Discussions Polls

frequency /Post Page
GBM 1565 1 per day 3-4 3 Yes Yes No
Hanmer 1113 1 every 10-15 8-10 Yes No Yes
alternate
day
20:20 1133 1 in 10 5-10 1-2 No No No
days
 Our Best
Practices would
be

• 1-2 posts a day

• Good utilization of tabs
• Reciprocal “Likes”
• Decent Landing Pages
• Use of Polls
• Facebook based applications (button ads, promote posts etc)
 Twitter
Activities

Agencies Followers Followings Daily messages @replies

20:20 2798 204154 1-10 per day 2-3 replies
(not regularly)

Text 100 4320 6931 1-4 per day Most active

(not regularly) replies
 Our Best
Practices would
be

• 1- 5 tweets everyday
• Extensive use of #tags (#PR)
• Very active in replying and mentioning people/companies
• Active use of tools
Youtube
Activities

Agencies Videos Channel Views

Sampark 26 100+ views

Hanmer 149 100+ views

 Our Best
Practices would
be

• Uploading 2 videos in a month

• Regular cross promotion of videos
• Regular Comments
• Highly optimized video promotion
 Wordpress
Activities

Agencies Post/Month Topics covered Community Guest Bloggers

integration
Text 100 15 PR, Analytics Yes Yes
SMO, and
News
Genisis 3 Communicatio No Yes
n and CR
 Our Best
Practices would
be

• Weekly Blog Posts

• Optimized Articles
• Guest Articles
• Blog Links
• Comments
• Cross Promotions
 Linkedin
Activities

Agencies Company Group Twitter Blog

Profile Integration integration
Adfactors Yes Yes Yes No
Hanmer Yes Yes No No
 Our Best
Practices would
be

• Create Group (PR, ORM, SMO PR)

• Participate in the groups
• SMO
Activities on
Slideshare

Agencies Compan Presenta Docume Post Total Share follower

y Profile tion nt frequenc views features s
uploads uploads y/month
Edelman Yes 33 9+ 1 6000+ Yes NA

Hanmer Yes 0 13 1-3 1300 + Yes 33

 Our Best
Practices would
be

• 1 Upload per month

• Presentations on Current Topics
• Share Docs
• Share Videos
Building an Online Strategy
 Strength Weakness

1. Strong Brand Presence 1. No Website

2. Presence in Indian Market 2. No Social Presence
3. ORM expertise 3. No Online lead generation mechanism
4. Well defined services 4. Account Managers not very social media savvy
5. No 3rd party vendors for digital activities
6. No case studies to showcase work done so far
Opportunities Threat

1. Competitors not very evolved when it comes to 1. Cost of using propriety tools are very high
online presence
2. Competition within PR agencies is very High 2. Availability of range of ready to use web tools
3. Competition with Digital Agencies 3. Social Media with PR angle
4. Cost of operations 4. Build Low Cost Technology
5. No In-house support (technical) 5. Increase in Social Media Marketing Demand
6. We do not have defined set of services 6. Decent pool of existing clients
7. Account Managers not online/social media savvy 7. ORM based pitches
8. Decent pool of propriety tools
Weaknesses Opportunities

1. No Website 1. Competitors not very much

2. No Social Presence involved when it comes to
3. No Online lead generation use online presence
web tools mechanism 2. Availability of range of ready to
4. Account Managers not very use web tools
social media savy 3. Social Media with PR angle
5. No 3rd party vendors for digital 4. Build Low Cost Technology
Demand activities 5. Increase in Social Media
6. No case studies to Marketing Demand
showcase work done so far 6. Decent pool of existing clients
7. ORM based pitches
8. Decent pool of propriety tools

1. Build Online Presence (Website, Social Networks, Blogs and Landing Pages)
2. Get Managers to read and/or contribute to the Social Networking activities
3. Project your agency as thought leaders in ORM, Digital PR and Social Media
4. Create a Lead Generation Engine through Online presence, White Papers and
Webinars
Building Online Presence
Communication, Plan, Framework
Suggestive Facebook Activities
Planned Activities
- Build a landing page
- Integrated Social Media
- Integrated Blogs, Real time
tweets
- Videos, contests, Case
Studies and Daily updates
Frequency of Activities
- Minimum 2 posts a day
- 1 poll a week
Next Step
-Design the FB page
- Collect videos and other
content to be shown on the
page
- Plan content
- Activities needs to be
supported by articles,
newsletters and blogs
Costs
Hosting the page
Button ads and promote posts
Suggestive Twitter Activities
Planned Activities Next Step

- Knowledge sharing -Designing Twitter

- 3rd party tools background
- Link monitoring - Plan messaging strategy
- Reciprocal linking - Execute Twitter strategy

Frequency of Activities Costs

- Minimum 5 tweets - No costs to create a twitter

- Regular interaction account
- Regular followings - Create #tags to reach the
maximum
Suggestive YouTube Activities
Planned Activities Next Step

- Start with sharing 2 - 3 video - Set up YouTube channel

- Each video will be cross - Design YouTube page
promoted - Collect videos and your
- Personalized Background content to put up on the page
- Sharing links - Plan content in advance

Frequency of Activities Costs

- 2 videos in a month No cost

- Communicate to subscribers
and follow like minded videos
 Suggestive Blogs Activities
Planned Activities Next Step

- Each blogs will be optimized - Set up blog set domain

- Blog submission 20 + sites - Design blog template
- Guest Contributors - Plan content for 2 month
- Branded blog content - List down potential bloggers
- Search Engines

Frequency of Activities Costs

- Minimum 1 blog post per week Blog template design

- Communicate with subscribers and Blog hosting
start a process reciprocating links
Suggestive Slideshare Activities
Planned Activities Next Step

- Start with 1 – 2 ppts - Set up slideshare account

- share white paper research
- Videos to be shared on the account
- Cross promotion
- Set a background
- Source presentations (2 minimum)
- Plan content for 2 months
- this activities need to be supported
by content team

Frequency of Activities Costs

- Minimum 2 presentations in a No costs

month
Pictorial Framework of the Whole Plan
Thank you