The Road Ahead

Revamping of Website and Social Media Presence

Differentiation: Create core competency

Hire full time Specialists only in core competency area

Increase service bucket as per industry trends

Run trial campaign for big clients to assert strong Brand presence

Revamping the WebsiteWeb page is usually the first point of interaction for its customers.

• The site should prompt user to login through Facebook and user can proceed to the site either by logging in or proceeding anyways

• Create an App store and provide free trial of the apps developed to the users for better engagement

• List of services provided by the company should be put up on home page clearly detailing its benefits for buyers

• The support agent who appears online in the chat window, is never active. Either remove the option or someone should always reply else it gives a negative image

• Include “About us” on the webpage• Include the campaigns that went viral• Provide the link of the websites developed for the client so

that users can see a demo• Make the website more appealing with more flash content

Enhancing Social Media Presence• Facebook page should be very active and engaging. It’s

like a face for the company providing social media marketing

• The page should be updated regularly . Presently the page is dormant and last two updates were on 8th march and 2nd January. Same is the case with Tweets

• Increase presence across different media like on Google+ there are only 4 followers and last update was 18th April 2012

• No. of likes/followers should be increased as that will be the first thing a client would like to check and once generated will provide a platform for future campaigns for the clients

• Conduct small contests on Facebook pages to attract traffic and engage present visitors

• Update all the campaigns run for different clients across all social media pages and provide a link for the visitors to take part in the same

• Blogs and Google+ are the key for better engagement in future and thus the same should be targeted from now itself

• Increase presence on Pinterest and provide a link to the same on the website

DifferentiationDevelop core competencies and showcase it• Ex. : Specialist in social media marketing through Facebook,

Specialists in engaging restaurant visitors• Target the local market and be the leader in a particular segment.

This will help in attracting new clients as well as build a Brand Image which will help in future

• Full time employees should be hired for the core competency areas to increase accountability and better monitoring over part time employees

Display of successfully completed projects• Display the clients category wise. This will help in attracting further

clients in the core competency areas as well as display the expertise in different segments

• Use the words like “Happy Customers” and include what clients have to say about the service Ex. : A testimonial from them

• Positive feedback from a client should be portrayed on the website

P.S. : Covers bottleneck 4

Quantification of results + CampaignsResults could be quantified using the ways stated below:• Provide promotional schemes for online users Ex. : 10% off on bill of 350 and above in Calcutta Cabin. Like the page and show

the same during the billing time. • Ask the visitors a question like “We are running an online campaign for promotion. Would like to know how you got to know

about our store?” or a feedback form asking this question with the bill.Ask the clients to ask the customers for their satisfaction and project as “Social Redirect” is sure footfalls will increase. This will

instill a sense of confidence in the clients and better quantified results• Showcase the successful projects already completed and the testimonials by the clients.

Campaigns:• Recipe Suggestions: Ask users to upload their recipe on the client’s Facebook page. The best recipe will judged on basis of

50% likes and 50% judge’s marks. The best recipe will be served in the restaurant for next 1 week and provide free meal to the winner. This will two folds. Firstly, it will engage all the users and increase online presence as users will also work to generate likes. Secondly, Winner will be telling all the friends about his/her recipe being served at the restaurant so will increase footfalls

• It would be best if Social Redirect seeks a big name in the selected industry (say, Bikanerwala chain of restaurants) and deliver an effective trial campaign that would win their confidence. It would be wiser to take up individual assorted campaigns from these big players. This way, the objectives are focussed, stakes are lower and provides an opportunity to work with various clients simultaneously

P.S. : Covers bottleneck 3

Strategic Plan

• Social Redirect should focus on providing services in :– Design/Development– Content creation– Monitoring– Status updates– Community management

• We don’t recommend analytics and strategy as the core competency because of constraints existing on work force.– Skill constraint of Part-time

employees– Financial constraint on hiring more

skilled permanent employees.

Tasks that marketers ready to outsource to 3rd Parties

Verticals

Source – Social Media Marketing Industry Report 2012 by Michael A. Stelzner (Social Media Examiner)

These are the tasks that marketers are ready to outsource

Strategic Plan

• As Social Redirect is employing part time employees, there will be the problem of lower skill levels and less experience. Considering the drawback, employees would be more comfortable working with the tools listed on the right which Social Redirect must primarily focus on.

• Working 30 hrs a week, it takes 1.5 years to develop a loyal customer base on social media sites. Increase engagement on different social medias and create a loyal fan following to run effective campaigns in future

• 70% of the marketers wanting to learn more about Google+ indicates a gap between the competency. Bridging this gap will results in higher returns. Presently companies focus mainly on Facebook.

Source – Social Media Marketing Industry Report 2012 by Michael A. Stelzner (Social Media Examiner)

Tools

People with less than 1 year of experience in SMM prefer working with these tools

• Mobiles are of greater interest and are growing at a faster rate of connectivity than laptops. Thus, should look to increase the service net to cover mobile apps

• Web site development should also focus on making sites that are compatible on mobiles and upcoming html5 standards

• Email Marketing, YouTube/Videos, Blogs and Google+ are the places where companies are more likely to increase their spending so plans should cater to meet the increasing demand in these areas

• It is advisable to invest early in upcoming mobile technologies like geo-location marketing, which currently has few service providers

Source – Social Media Marketing Industry Report 2012 by Michael A. Stelzner

Source – Economic Times(13/03/13)

Strategic PlanTools

Strategic Plan

Problem: Lack of quality because of Part-Time employeesProbable Reason: Low commitment and Less accountabilitySolution:• Hire full time specialist in the core competency area to take care of each vertical and

tool apart from monitoring part time employees. In addition, will also be a source of knowledge for skill improvement of part time employees

• Continually bring new part time employees into the organization. This will maintain a competitive environment. Spirit of competition would increase dedication towards work as well as responsibility

• Whenever a part time employee performs well, they must be rewarded publicly. This will serve as a motivating factor for all part time employees.

• Increase permanent employees in sales and BDM team. Currently there is only 1 BDM. Increasing BDMs and Sales force would aid in acquiring new clients and in return increase in the market share

• Encourage the part time employees to bring leads and ask the BDM to work on it. Provide extra incentive to the employees bring the lead incase it is converted

Workforce

P.S. : Covers bottleneck 1 & 5

• To reduce cost hire Specialists and increase monitoring over part time employees. As the present clients are small so the increase in employees should be very gradual.

• Hiring rate should depend on no. of clients in the bucket and can increase with the clients

• Target a big client like “Paradise” whose online presence is minimal at present and run a small campaign for him on trial basis. This will serve two purposes. Firstly, if the campaign is successful the same will result in a big client being added in the pool. Secondly, the same could be used as a platform to ask for higher fees from the existing clients

• Establishing a solid customer base would assist in demanding higher fees. Offering trial campaigns is an investment in building the brand’s image.

• Create customizable packages for the clients instead of offering a lot of services under one package. This will increase the leverage to negotiate on prices based on the packages taken.

Strategic PlanRevenues

P.S. : Covers bottleneck 2

Thank You