social media promotion- Mister Moon Media (A Shankar Nabar Company)

S H A N K A Rn a b a r

Approach Note

For YOUR ORGANIZATION'S

Social Media PromotionCampaign

Prepared by: Shankar Nabar

S H A N K A Rn a b a r Mister Moon Media

S H A N K A Rn a b a r Mister Moon Media Confidential

CONTENTS OF THIS PRESENTATION

SECTION 1 - INTRODUCTION AND APPROACH

Executive Summary

1. OUR UNDERSTANDING: ORGANIZATION2. OUR UNDERSTANDING: Challenge to be addressed3. ABOUT US4. OUR APPROACH AND SOLUTION

SECTION 2 - THE PROJECT PLAN

5. STRATEGIC ALLIGNMENT PHASE6. FACT FINDING AND PILOT7. PRESENTATION TO KEY ORGANIZATION

Leadership8. REDESIGN AND IMPLEMENTATION PHASE9. FOLLOW-UP PHASE

SECTION 3 - KEY DELIVERABLES

10.STRATEGY AND PLAN11.INTEGRATED APPROACH12.CREATIVE13.CONTENT14.EVENTS15.GAMIFICATION16.PROJECT TEAM STRUCTURE

16.END

2

Executive Summary• The Project Plan will be an expertise-based customized plan,

which will take into account specific ORGANIZATION nuances and requirements, provide support and guidance in the implementation process and take joint ownership i.e. partnering

• With the clear goal of WINNING THE Marketplace and the associated systems and process driven approach supported by technology, our plan brings together, from the Diagnostic phase, the elements required to be incorporated and/or Social Media Promotion Campaign for Marketplace readiness. This will ensure that the Social Media process is not at cross purposes with the rest of the Political Campaign initiatives and does not have to be repeated

• Best Practices and Benchmarking is a cornerstone of our approach – it ensures that the learning already available is applied without having to go through the entire learning cycle

• Our Integrated Project Management methodology ensures that the large scale Social Media Promotion Campaigns in multiple areas within Social Media, many of which will be done concurrently, are planned and phased and brought together by design.


OUR UNDERSTANDING: YOUR ORGANIZATION

This activity is PENDING.


OUR UNDERSTANDING: Challenge to be addressed

The Background :

The ORGANIZATION initiated the development of Best Practices for Social Media of THE ORGANIZATION, to achieve its mission i.e. strive to develop and empower our Social Media to deliver world class & strategic communication to THE ORGANIZATION and the public in general. The ORGANIZATIONAL-Social Media initiative proposed to partner with us for the STRATEGIC Social Media Campaign. This is a comprehensive module that will meet the requirement to win and influence a large section of the Target Audience by the end of the Campaign Period. The New Social Media Strategy is a replacement of all to date approved Social Media initiatives with The ORGANIZATION and its Affiliates. The ORGANIZATIONAL Social Media Team is to manage & execute this project in coordination with Mister Moon Media Social Media Managers and Consultants

Specific and critical needs and expectations from the AN ORGANIZATION have been filtered and translated into expectations for Mister Moon Media, who will implement this.

Critical elements of the Marketplace Challenge & our pledge :

• Integrated approach of the different Social Media processes and systems is key for overall success : We understand just how critical this is and have a senior consultant dedicated to address this at every stage of the project

• Specialized and mature skills of consultants : Our consultants are well versed in the local nuances and are focused on providing customized solutions and personalized attention, to handhold all the internal ORGANIZATION Leadership and THE ORGANIZATION to make them Social Media Promotion Campaign-ready through the entire Marketplace Campaign process

• Adherence to timelines : Recognizing the urgency of this ORGANIZATION imperative, we have planned for and kept our consultants ready for a quick turnaround to kickstart the project


ABOUT US• We bring together a diverse group of consultants, who possess specialized skills and experience required for a

Marketplace Campaign exercise of this scale and complexity

• They are driven by values of Professionalism, Personal Integrity, Responsiveness, Respect for Diversity, a Collaborative Approach, Commitment and Initiative

• The basic philosophy driving this team is all about collaboration, partnering and providing personalized attention to considerably complex situations. Not only do they bring their expertise, they also bring their empathy and unstinting support to successful Political Marketplace Campaigns

• BRIEF PROFILE OF SHANKAR NABAR : – Shankar Nabar has a Masters in Management from a Premier Business School in India and 15 years of experience in the Industry

of which 10 is in Management and Executive roles with large and small Technology and consulting firms. He is widely read and has strong interests in Business, International and National Politics, People, Places, Global Economics, Social and Business Networking and Cultures.

– He was an early adapter and EXPERT of Social Media and CONDUCTED WORKSHOPS ON THE SUBJECT AND WEB 2.0 much before it was considered to be popular in 2008. He is now an Entrepreneur, Management and Social Media Consultant.

– You can see the blog post made in this regard .. Here … http://shankarnabar.blogspot.in/2009/12/art-of-social-and-corporate-networking.html


http://shankarnabar.blogspot.in/2009/12/art-of-social-and-corporate-networking.html

OUR APPROACH AND SOLUTION


Discovery & Fact Finding

Develop & Frame Social

Media Promotion Campaign Mandate

Design & Realign Management

Structures, Systems & Processes

Implement and Monitor

Social Media Promotion Campaign Communication Efforts

4 weeks5 Weeks 12 weeks

Project Plan & Set up

1 Week

Prepare ORGANIZATION for Social Media Promotion Campaign

SECTION 2 - THE PROJECT PLAN

STRATEGIC ALLIGNMENT PHASE• Determine ORGANIZATION Leadership, core project team, roles and responsibilities,

confidentiality guidelines, reporting and expected outcomes

• Clarify project scope, goals and objectives, timelines and measures of success

• Establish communication strategy

• This will include a 2 day offsite with THE ORGANIZATION team and our core team of consultants to finalize project milestones, steering committee interaction dates and time commitments, project review dates and red flag process amongst other pre-launch activities


FACT FINDING AND PILOTKey Highlights:

• Benchmarked analysis of the effectiveness of the Social Media function

• Segmented analysis by key ORGANIZATION characteristics

• Comprehensive roster of key attributes of an effective Social Media function

• Complimenting the Marketplace Alignment Tool and Performance Benchmarking Suite, part of a complete suite of Social Media function assessment and benchmarking tools from a reputed and trusted service provider.


• Create high-return targeted interventions to segmented feedback

• Clear Understanding of where Social Media function is excelling or underperforming

• About 1-2% of the Total Budget will be used for the Pilot. For example if the total budget is a 100 Crore. Then 1-2 Crore will be spent on the pilot in certain Test Markets to get data about Usage, Specific Media, Response and Sentiment to THE ORGANIZATION Manifesto and Emotional and Ideological leaning. We will also get data on what kind of content is being AMPLIFIED THE MOST and on what media and forums..

PRESENTATION TO KEY ORGANIZATION Leadership


Key DeliverablesActivities

Strategy review Bring all leaders to a common platform to collectively articulate Marketplace

aspirations and quantify the success metrics; conduct a half day session with the steering committee to share our first thoughts on the current ORGANIZATION context and future strategic priorities and goals

Validate priorities and obtain sign off on project implementation plan

Strategy review Marketplace/ strategic

ORGANIZATION priorities over a 1-2 years timeframe

First thoughts on current realities and future goals

REDESIGN AND IMPLEMENTATION PHASE


Our effort will be to also address these critical perspectives which are crucial to long term success

Professionalize THE

ORGANIZATION

Create an awareness and acceptance of Social Media Promotion Campaign

One cultural identity

Align the management team in one

direction

• Communicate who we want to be & how we will get there

• Clarify the new ways of working

• Monitor & reinforce• Then monitor and

reinforce again

• Collectively articulate what “future success will look like to create ownership and accountability

• Clarify collective and individual roles to be performed

• Integrate the old and the new cultures to leverage the best of both worlds

• Institutionalize professional talent management systems and processes

• Adopt professional governance & management practices

• Re-jig the talent pool across Marketplace critical roles

• Establish individual accountabilities

FOLLOW-UP PHASE


ORGANIZATION Employees Perception Measures

Social Media Operational Measures

Cost Ratios

Industry based

Cross Industry

Global Best

Regional Best

Productivity Measures

Data

Base

d

Report

s

Cust

om

ized

Bench

mark

ing C

onsu

ltant’s

Netw

ork/D

ata

base

Deskto

p

Rese

arch

SECTION 3 - KEY DELIVERABLES

STRATEGY AND PLAN


NEW SYSTEMS FAMILIARIZATION WORKSHOPS

• These will be taken up on an ongoing basis as and when new systems are designed and are ready to be implemented.

• Extensive Training will be provided to equip the managers and supervisors to ensure that they in turn can use these systems effectively.

• This will be closely tied in with the Social Media Promotion Campaign Management Communication exercises to ensure that there is no resistance in adapting to the new systems, processes, structure or policies.

This would also include:1. The Media Plan2. The Media Buying3. Organizing Social Media experts for Training4. Contract Operative and Systems Administrators for Operations

INTEGRATED APPROACH

THE ROLE OF METRICS IN INTEGRATING THE FRAMEWORK

• Aligns with the Diagnostics Team • Define the data that need so be collected• Data Collection Formats are designed• Data Collected is analysed• Conclusions are drawn• Inputs given to Design Team and Execution

Team• Tracking progress and Trends by updating the

Data Collected periodically• Works closely with Best Practices and

Benchmarking team• Institutionalize the Data Driven Methodologies

with THE ORGANIZATION team


CREATIVE

• We have access to some of the best Creative professionals in the Market for Digital Marketing and Social Media Creative Work such as Copy, Art and Design.

• This would come from the Strategic Plan and Integrated Approach


CONTENT

Content will be created by Media, Television and Film production experienced crews.

Good Content is critical to the success of our Program.

Amplification on Social Media will be enhanced by food content (result of sharing , Liking, Commenting on Posts and Advertisements)

After all Social Media is only a Medium, the MESSAGE will get created here based on the Creative Inputs.


EVENTS

• A large number of ACTION ORIENTED occasions and events will create the required degree of EXCITEMENT in the Target Audience.

• This is Make or Break for us.


GAMIFICATION



PROJECT TEAM STRUCTUREO

RG

AN

IZA

TIO

N

Lead

ersh

ip

& S

ocia

l Med

ia

team

/ S

teer

ing

Com

mitt

ee

Managing Consultant

Project Director

And Integration Architect

Project Manager Technical Advisor and QA

<- - - - - - - - - - - - - >

Managing Consultant Managing Consultant

Consultant Consultant Consultant Consultant Consultant Consultant Consultant

Senior AnalystSenior AnalystSenior AnalystSenior Analyst Senior Analyst

Operatives Operatives Operatives Operatives Analyst

MISTER MOON MEDIAPANAJI, GOA, INDIA

[email protected]

mailto:[email protected]