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7/31/2019 Indian Ministry of Tourism - 'Reclaim India' a Social Media Campaign
http://slidepdf.com/reader/full/indian-ministry-of-tourism-reclaim-india-a-social-media-campaign 1/7
Social Media Plane-Marketing assignment
Group 12
6/16/2012
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)
7/31/2019 Indian Ministry of Tourism - 'Reclaim India' a Social Media Campaign
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Marketing Goal of the Social Media Strategy
Context
The Ministry of Tourism is concerned that Indians are increasingly likely to vacation and travel
abroad 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 lesser
known tourist locations in India through a Word of Mouth movement. An outcome of the same
would 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 other
social 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 beautiful
locations in India through location based quizzes thereby getting to know more about them. Below
are the essentials of the campaign:
The campaign encourages Indians to unlock tourist locations to free them from a “foreigner
overdose”. 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 the
location. To unlock a location, a user has to go answer a simple 10 question quiz on the location
having questions on its culture, history, food, prominent tourist spots and so on. The idea is
to get the user to search to find the answer about the location which would increase his
awareness and inclination to go visit the place.
On successfully completing the quiz, the user can post about it on Facebook, Twitter and
other social media websites. This would result in a posts which could incite other users to
participate 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. The
number of people who have unlocked the city and the number of people required to free
the city would be displayed against each city
In addition to this, there would be pages for different destinations having details about
locations, ways to get there, places to visit & eat etc.
Further, registered users would also have the opportunity to upload photos and videos for
listed locations. There would also be an option to recommend locations to other users.
7/31/2019 Indian Ministry of Tourism - 'Reclaim India' a Social Media Campaign
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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 WoM
Blogs Number of references to campaign website on blogs
Number of times a campaign “badge” is displayed on blogs
Twitter Number of retweets
Stumble Upon Number of additional taggers
Facebook Number of reposts/ shares of campaign posts
Frequency of appearance on timeline of friends
YouTube 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 to
come about organically rather than imposed via a marketing campaign. A social media is best suited
to achieve this objective as it does it faster, cheaper and better method than any other means
possible. The campaign involves users as content creators which enhances credibility and creates a
sense of contribution.
Awareness: The campaign would begin with a TVC having a Pondicherry
fisherman walking through tourist attractions of the city which are all
flocked 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 into a user’s social life as it encourages him to
spread the word among his colleagues and friends to “Reclaim” the
country. Further the ability to share photos and videos gives a person the
feeling 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 social
identity
One gets the chance of being a “trustworthy friend” or “opinion
leader” when one recommends friends videos of locations
7/31/2019 Indian Ministry of Tourism - 'Reclaim India' a Social Media Campaign
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Who is the plan targeted at and why?
We envisage that India is heavily influenced by western culture and is a deep rooted sentiment
among many young audiences that vacationing abroad is a much more pleasing experience than
visiting places in India. Tradition and a feeling of promoting the rich heritage of our country has
taken a backseat and this is the primary reason why travellers end up going abroad for vacations –
with locations of the likes of South East Asian countries like Singapore, Malaysia, Thailand being the
usual destinations since they offer specialized cheap packages for Indian travellers. There is also a
large proportion of travellers who visit Europe. USA is also a favourable destination especially for
families of those who are studying and/or working there. Other locations like Dubai, Maldives, Sri
Lanka, etc form a set of locations that young people and engaged/married couples look to travel.
Over 50% of India’s 1.22B is under the age of 25. Hard numbers are not the only criterion in a
marketing campaign but this hits you in the face and the fact that inevitably a vast majority of the
young population is on social networks; the market segment has tremendous potential.
It so happens that the campaign we have in store was conceptualized keeping in mind the affluent
youth, the upper middle class and upper class who seek to travel abroad for vacations. Another
point to note is that the propagators of viral marketing are primarily in the age bracket we have
identified to target our campaign.
Males and Females in the age bracket of 18-35 years, belonging to socio-economic classes A1,A2 and
B1.
Drilling down to a more granular level for focussed campaigning would be the below TG:
Males and Females in the age bracket of 18-35 years, belonging to socio-economic classes A1,A2 and
B1 , who have travelled abroad either on study or for leisure or own expensive cars or have visited
tourism websites of south east Asian countries or have commented on social media sites for #cheap
#holiday #abroad #honeymoon #Singapore #Malaysia #Thailand #backpack #beach #mountain
#vacation #holiday #trip #getaway
It would also be helpful to note that the segment of individuals aged between 18-24 years of age
play a significant role in influencing the choice of holiday destinations in case of families in the
country.
Another core set of target segment population would be people who have already travelled abroad
for holidays. They could be found out by using the Facebook app – “Cities I’ve been to”.
The campaign will run on a website and integrated with social media platforms like blogs, Facebook,
Youtube, LinkedIn, Twitter, Pinterest and Flickr.
Approach
The social media marketing campaign will provide value to the target audience in ways of
entertainment, facts & information and bragging rights. These will be discussed in greater detail inthe following sections. Primarily, the campaign will avoid boasting or epitomizing about India and
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Conditions under which plan will succeed
The videos that would be put up on platforms like Youtube and Facebook would be vital in capturing
the attention of the social media population. A well-made, humorous video with the right cast would
pique the curiosity of people and encourage them to check out the link provided.
Ensuring that the teaser videos are displayed prominently on all the major social media networks inthe initial phase of the campaign is crucial. The visibility of these videos would in turn determine the
exposure that it would gain from potential viewers. Another significant aspect to be taken care of
would be the timing and rotation of the teaser videos, as it would go a long way in reaching out
effectively to the target group defined.
Once the campaign is successful in leading viewers to the standalone website for the campaign, then
the quality and innovativeness of the game would be the next major factor in the overall success of
the initiative. The underlying idea behind the game would be to engage all site visitors laterally and
keep them hooked on to the concept of reclaiming all major tourist spots in India. The interface
should be simple and easy to use with user friendly navigation features.
Adequate measures would be put in place to ensure that no explicit connection to the Department
of Tourism can be elicited from the teaser videos and the interactive game. This would ensure that
no explicit signalling happens in the course of the campaign, as we would want to want the viewers
to evolve the tone and direction of the discussion on their own. The campaign ought to start in the
lateral space and should remain so.
Conditions under which plan will fail
The campaign’s success will be extremely doubtful in case of a failure in generating and sustaining
the buzz around it in the lateral space. If effective measures for developing and encouraging the
lateral engagement initiatives are not implemented, then it would end up being a major deterrent in
the path to success. If the target audience is not provided with enough means to contribute anddrive the discussion such as contribution of original content of videos, photos and blog entries, this
might hurt the ambitions of the campaign to expand its reach.
Ensuring that the content of the teaser videos as well as the interactive game is innovative and
attractive is essential for the success of the campaign. If the target audience is not able to connect
and relate with the content and tone of the campaign measures, then that would be a sure recipe
for failure. The cast of the teaser videos, the ease of use and visual features of the game are more
features that have to be up to the mark.
Measurements
While measuring the effectiveness of the plan, primary focus will be given to the extent of reach
Reclaim India campaign has been able to generate. It will be based on the volume of people talking
about the campaign and the number of channels used to generate the conversation. Measuring the
social media success depends on the channels used for the social media campaign. The Reclaim India
campaign propagates over different social media viz. facebook, twitter, Pinterest etc. Therefore,
measurement of the impact of the social media campaign depends on the various metrics which are
used across these social networks.
Facebook : The teaser videos that are launched in Facebook can be monitored using metrics like thenumber of shares, likes and comments received. These metrics can be used in turn to check the
7/31/2019 Indian Ministry of Tourism - 'Reclaim India' a Social Media Campaign
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