Strategy Document

Road Map

Total Population: 190 million (1.6% annual growth) Internet Users: 30 million (Penetration: 15%) Mobile Subscribers: 120 million Facebook Users: 10 million (July 2013) Twitter Users: 2 million Broadband Subscriptions: 2 million (Penetration: 7%) Netizens who interact with brands online: 60% Social Media Users: 10 million (Penetration: 4%) - July 2013

Who are these 10 million users? Source: Effective Measure/Spot on PR Demographics of respondents

Most popular activities E mail Searching for information online Social networking Source: Effective Measure/Spot on PR

Most popular activities Source: Effective Measure/Spot on PR

Top Websites/Usage Search Engine: Social Networks: Websites: DoubleClick Ad planner by Google Inc. / Analytics Windows Live Hotmail, Google Mail, Yahoo mail Google.com, Google.com.sa & Yahoo facebook, Maktoob, Youtube, D1G & other local websites. including blogs and forums

Brand / Org

Target Market Functional Benefits Emotional Benefits Brand Values Competitive Landscape Brand Personality

3 - Incorporating 2 - Creating & Maintaining. 1 - Initiating Activities Activities Website Social Media Platforms Blog Offline Activities

Establishing & Engaging Brands Online Community Creating & Building Hype for Product line A Constant feedback mechanism Increased loyalty towards Brands Better Selling Proposition Integration of Offline & Online mediums

Explore Engage Express Evaluate

Explore EngageExpressEvaluate Why Our message needs to be customised according to the needs & wants of our audience. What Analyze what has already been said about this “campaign” across the digital sphere. When Start before the campaign launch. How Through Monitoring tool & manual analysis. Where Digital Platform

Why To build relationship What Focus on different type of content which can get the attention of the TA. When As soon as Facebook platform is ready How Activities, applications & testimonials Where Digital Platform Explore Engage ExpressEvaluate

Why To increase the intimacy with the participants What Care for family nutrition When Ongoing How Empowering fans with rewards and make them stars. Giving back, reciprocate, and recognize notable contributions from participants Consistently create, contribute, and reinforce value! Where Digital Platform Explore Engage Express Evaluate

Why To find out how successful we are in our efforts. What KPIs needs to be device i.e. Number of website visits, time on site, number of fans, their engagement level. When Weekly/Monthly/Quarterly How Facebook insights & monitoring tool. Where Through internet, con-call & in person meeting Explore Engage Expres s Evaluat e

WebsitesGoogle Network: Key Words (Brand Related): Key Words (Audience Related): Social Media:

Websites: Facebook: Text Ad Sponsored Story

Execution Framework Providing an Experience to customer Customer Engagement

Explore

Engage

Express

Facebook (Page) People Talking About. (Engaged User) Eyeball impressions. (Reach) Total Likes (Fans) Unlikes Un-subscription rate Sentiment Analysis Facebook & Banner Advertisements CTR – Click Through Rate CPM – Cost per Milli Impression CPC – Cost per Click CPF – Cost per Fan or Connection Facebook Activities Number of entries Number of votes Impressions Youtube Channel Views Upload Views Subscribers Subscribers Comments Blog Unique Users Page Views Avg. time on blog Comments RSS feed subscribers Ground Activities Foot Fall Number of Engagements Number of Information Entries Number of trials

How Would It All Fit Together. Analyze what has been said about this “ campaign ” across the digital sphere & device a strategy for engagement Developing Relationship, Building interest of the audience, and then maintaining it, for ensuring constant engagement. Personalize the communication, Create Trust. Make and appreciate the Stars. Taking measures to Increase participation and engagement. 1.Through monitoring tool 2. Analysis of comments on facebook, twitter, website and other blogs & forums. 1.Through monitoring tool 2. Analysis of comments on facebook, twitter, website and other blogs & forums. Offering the audience tangible and intangible incentives for building and increasing their interest.. Offering the audience tangible and intangible incentives for building and increasing their interest.. 1.Activating our Social Celebs to speak the same language across platforms making call for action. 2. Creating brand ambassadors from the identified fans and local audience and personalizing communication with them with. Making them agents of change. 3. Integrating the on ground activities online. 1.Activating our Social Celebs to speak the same language across platforms making call for action. 2. Creating brand ambassadors from the identified fans and local audience and personalizing communication with them with. Making them agents of change. 3. Integrating the on ground activities online. 1.Constantly Learn and apply for maintaining & increasing engagement and loyalty. EngageEngageExploreExploreExpressExpressEvaluateEvaluate Objective Plan Digital Media

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