NAMMA METRO

social media marketing plan

Communication Objective“ Attract young Bangaloreans to use Namma Metro”

SToP over !

Positioning Green, smooth and effortless ride across the city, packaged

with technology & modernity, seasoned to match local flavour.

People who travel in

Bangalore

People who own a vehicle

Prefer to travel by own vehicle

all times

Uses other means also, for convenience

People who don’t own a

vehicle

Using bus Using auto rickshaw / cab

Segmentation

Targeting

Let’s roll…

LISTEN

Namma Metro Travelling in Bangalore Bangalore traffic Bangalore photography Cab goers in Bangalore Low floor buses Bangalore Rickshaw driver menace Bangalore Green Bangalore

Banglued Bangalore buzz Bangalore –city blog Bangalore belly Bangalore metblogs Namma metro tales Namma metro photo blog

Influential blogs .. (blog level research)

Social mentions

Streaming topics

PREPARE

PR & Marketing

SalesCustomer Service

Social Media Strategy Framework

Recognition Reward Relationship Retain

4 R’s of social media

marketing

Business Drivers GoalsFinancial Revenue Expenses Leads

• 10% increase in online ticket sales•Limit ad spent to $13000 for a 60 days campaign

Customers Customer experience/satisfaction Customer service/support Building community

• Build relationship and retain customers•Address maximum customer issues• 25000 facebook fans• 1500 twitter followers

Brand Awareness Thought leadership Innovation

• Positioning Namma Metro as a youth oriented brand

Targeting Social Media to Your Business Goals

Tool Purpose and Strategy Rank Priority

Blog Thought leadership, depth, engagement, linking & guest posts

2

Twitter Headlines, engage, sales, solve service issues, competitor insight

3

Website Customer care, facilitating ticket sales

4

Facebook Social, friendly, link to website and blog, video

1

YouTube Amazing stories, brand awareness

5

Measuring in Conjunction with Marketing Goals

ENGAGE

Facebook (ask fans to register for event)

Twitter (micro blogs about the event)

Blogs (posts best pics daily, selected by panel)

Youtube (videos of namma metro as well as event promotion)

Website (host event, enable online ticketing platform)

namma metro - photography competition

MEASUREFacebook ( Awareness, drive traffic to

website, relationship) # of Fans of members in your group Percentage of items shared on

Facebook Percentage of traffic driven to website Facebook fan page analytics

Twitter (Thought leadership, brand awareness)

# of followers # of retweets of all links # of people who respond (@) to

questions, polls, etc. Percentage of traffic driven to website Became a trending topic or not

Blog (Customer support, satisfaction, thought leadership, insights)

Total # of posts or average page views per post

Traffic overall or per post by services like Google Analytics

Subscriber counts via an RSS Comment counts per post (measures

engagement)

Youtube (brand awareness) # of views # of shares # of comments

Website (Monetization) Revenue generated through online ticket

sales

BUDGETTING Total Campaign Budget - $13,000 Facebook Ads - $10,000 Blog content (paid) - $1,000 Website & App development - $2,000