Embed Size (px)
DESCRIPTION
CASIA 2014- STAGE 3 To rebrand “Medcare”,a city based clinic using social media and come up with long term communication strategy plan.
Citation preview
Stage 3HaveYourSay
Team Name: Space X
Name of first member: Aparna TACollege Name: T A Pai Management Institute
Name of second member: Siji Elza GeorgeCollege Name: T A Pai Management Institute
Case ObjectiveTo rebrand “Medcare”,a city
based clinic using social media and come up with long term
communication strategy plan.
Methodology
OBJECTIVEImprove
Medcare’s Branding
using social media
TEAMDo you have
the right people to
take care of the SMC?
INFORMATIONNot all the
information can be shared
some are confidential
and sensitive
RESPONSESDo you have resources to
respond promptly to
your audience?
REACHABLEHow
reachable do you want to be across
social medias?
BLOG
GOALProvide a larger
platform to understand the client’s needs and provide information
CONTENTProvide Expert Advice, Share
Patient Stories, Call for
volunteers, etc
MEASUREDaily Visits
Daily Page viewsAvg. Page views
per visitNew Visits
Avg Time on Blog
GOALTo get people
familiarized with the brand at
large.
CONTENT• photo updates• Disease
symptoms• Sharing success
stories• healthy diets
tips.
MEASURE• Page Likes• Post Reach• Engagement• Negative
Feedback• Click-
Through Rate
GOALTo reach a large
audience at a stretch
CONTENT• Patient
Stories ,• Q&A• Regular
tweets on• Healthy diets • Awareness of
diseases
MEASURE• Conversion• Traffic• Reach• Follower
quality and engagement
GOOGLE+
GOALIncrease the reach of the organization.
CONTENT• Patient
Success story• Awareness
about health foods
• common diseases symptoms.
MEASURE• Followers• Total
Engagement• Conversion
rate• Total Search
Impressions
Integration of Social Media
• Information must be uniform across all the platforms• Keep the different platforms
connected• Post it at different times based
on “Best time to post”• Use relevant tags & location
information
CAMPAIGN PLANNING
• Campaign Aim : To create awareness among people about cancer.• Campaign Opportunities and Risks : As it is a social
media campaign so no risk involved. Opportunities to reach more number of people.• Campaign stages(trending of hash tags on social
media) : In a 3-month campaign we can focus on the following :• Cancer - #AskYourDoctor• Breast cancer - #BeStrong • Lung cancer - #BreatheALife
Metrics for performance
• Fan Base growth• Engagement• Reach (likes , shares ,members, # of followers etc.)• Leads by social channels• Positive or negative feedback• Conversational growth (share)• Paid ads• ROI
Weekly Report
ENGAGEMENT SOCIALHow are users interacting
with your content?How are users sharing
your content?
New visits Time spent on blog
Total Visits
+15% +20%
+6.5%
Likes Comments
Followers Replies & Retweets
Bounce rate
-8.39%
+29% +4%
+12% +12%
THANK YOU
