Beti Bachao Beti Padhao

Social Media Strategy

Management Presentation
Mr. Aditya B , Mr. Anant M , Mr. Madhukar A , Mr.Raju M
Foundation Course Batch 90
Group A

Flow of the
presentation
Evaluation

Budget

Reaching Audiences

Key Audiences

Objectives

Objectives of the Scheme

Context
2011 Census shows declining Child Sex Ratio ( CSR)
CSR reflects both, pre-birth discrimination manifested through gender biased sex selection, and post
birth discrimination against girls

Coordinated & convergent efforts are needed to ensure survival, protection and education of girl child
to help realize her full potential.
Beti Bachao Beti Padhao is the program that addresses the issue
Goal :
Celebrate the Girl Child & Enable her Education
Objective and Key Message

Prevent gender biased sex selective elimination

Ensure survival & protection of the girl child
Ensure education of the girl child

Objectives

Key Audience

Reaching Audience

Budget

Key
Takeaways

Measurement
Recommendations

KEY AUDIENCE

Key Audience
Target Audience

Parents of Girl Child

Rationale

Key Message

Decision Makers

Medical Practitioners including

midwives and ultrasound technician

Execution of the Decision

Grand Parents and Elders

Powerful Influencers

Girl Child is not a burden

Welfare Schemes of Govt .

Fear of Penal Provision

Appeal to Professional Conscience

Girl Child is not a burden

Society has changed

Opinion Leaders and Common Citizen

Can acts as both influences and

inhibitors

Many customers overstate their

Societal
harm due
to decline in CSR
expenses
& understate
their
incomes.

Siblings

Can Act as Powerful inhibitors

Evoke feeling of love & care for Sisters

Objectives

Folklore & Fact

Key Audience

Reaching Audience

Budget

Key
Takeaways

Measurement
Recommendations

Reaching Audience : Parents

Facebook

Campaign like Selfie With Daughter

Sharing Women Success Stories both
historical and contemporary

Whatsapp

Forwarding of pictures , posters by responsible citizenry

Short success stories to be shared , forwarded along with celebrity advocacy

Twitter

Youtube

Blog

Objectives

Key Audience
Key Audience

Welfare Schemes in Poster Form

Thoughts of eminent personalities on
the gender issue

Tweets and Retweets by celebrities of people who

post selfies with daughters
Sponsored tweets from corporates
Using gender neutral hash tags
Trending topics for saving daughter

Videos of best selfies from across the country with motivational messages
Interviews with proud parents on achievements of girl child in various
disciplines
Posts talking about importance of girl child to society
Sharing , liking of such dedicated blogs through official and celebrity blogs

Reaching Audience

Effective
Budget Key
Management

Takeaways

Measurement
Recommendations

Reaching Audience : Medical Fraternity

Facebook

Whatsapp

Twitter

Youtube

Blog

Objectives

Key Audience
Key Audience

Poster of Penal Provision of PCPNDT Act Publish Stories of Medicos who

Stories of action taken under thisFacebook
act to counseled parents to not abort girl
child & hail them as gender heroes
create fear
Warning messages on regular basis
Motivational messages exhorting importance of their role in crusade
against low CSR

Promotions by parents/relatives about ethical doctors

Circulation of convicted doctors to highlight system vigilance

Promotion of doctors following ethical norms through interview with parents
of girl child
Posts regarding medical ethics and punishments in case of violations
Reposts of blogs by eminent doctors in the field

Reaching Audience

Effective
Budget
Management

Key
Takeaways

Measurement
Recommendations

Reaching Audience : Grand Parents

Limited Direct Engagement
Reach Via Messenger
Facebook

Ask your Grandparent Series where kids encouraged to ask question like
Why girls are important? to grand parents and post answers in comment
Facebook
Bringing the agenda of gender in discourse of elderly to sensitize them

Whatsapp

Similar message reach via messenger .

Twitter

Similar message reach via messenger

Youtube

Blog

Objectives

Key Audience
Key Audience

Similar message reach via messenger

Similar message reach via messenger

Reaching Audience

Effective
Budget
Management

Key
Takeaways

Measurement
Recommendations

Reaching Audience : Opinion Leader

Facebook

Create sharable content for Opinion leader like Allow local leaders to share
their successful interventions
Poetry on the issue
Publish Gender Statistics with Photo of Sarpanch with due moderation

Whatsapp

Sharing of photos of sarpanch with born girl child in areas of success

Success story of families with girl child to be circulated in respected areas

Twitter

Youtube

Blog

Objectives

Key Audience
Key Audience

Public figures tweeting in favour of girl child and exhorting other leaders to
do the same
Interviews with religious , social leaders exhorting other regional leaders to fight
against sex determination
Videos of successful transformation , peace and harmony in areas with respects
for rights of women and girl child

Posts of interviews of sarpanchs , local leaders from both low and high CSR
districts
Posts from areas of success to motivate other opinion leaders
Posts connecting women , life and religion.

Reaching Audience

Effective
Budget
Management

Key
Takeaways

Measurement
Recommendations

Reaching Audience : Sibling

Facebook

Whatsapp

Twitter

Youtube

Blog

Objectives

Key Audience
Key Audience

Encourage filial affection through art

Campaign like Gudda Guddi Selfie
forms like poetry and other creatives
with Brother
Facebook
directed at brother- sister relationship
Celebrating occasion like Rakhee
Sharing of photos on Raksha Bandhan and other holy festivals
Sharing of short poems by children on love between siblings

Online contest for most retweets on posts , photos for sister

Online contest for most retweets on girl child rights advocacy
Videos on festivals showcasing importance and the balance girl child brings to
the family
Interviews of children on importance of brother and sisters in each others
lives
Sharing of posts and poems written by children by celebrities , famous
bloggers .

Reaching Audience

Effective
Budget
Management

Key
Takeaways

Measurement
Recommendations

Reaching Audience : Offline Activities

Independent Offline Activity

Traditional media to act as call to

action for engaging with Social Media

Advertisement in Local Newspapers like Punjab

Kesari and magazines like Saras Salil Femina

Flash mobs in Malls and other urban
conglomerates & Nukkad / Natak at village level

Have
competition
like
selfie/post/tweet/video on social
publicized through traditional media

Encourage spiritual leaders to preach about

gender equality in their sermon especially the
powerful Deras
Gender Sensitivity training to Teachers and
cutting edge bureaucracy
Raise gender dialogue at Gram Sabha

Objectives

Key Audience
Key Audience

Integrated Offline Activity

Outdoor Advertisement creating awareness of
Social Media Presence
Use traditional medium like TV/Radio to give
teaser ads about YouTube Channels and
Campaign Statistics ( like 5 lakhs like received)

Offline activities makes the Social media

visible and can be used as content for
feeding Social media platforms

Reaching Audience

best
media

Create Physical Facebook Notice Board

allowing posting of comment physically ( which
would be uploaded later) for the technologically
uninitiated
Training of the staff for using Social Media
effectively

Effective
ManagementBudget

Key
Takeaways

Measurement
Recommendations

Coordination of the Efforts

FaceBook
Creation of Event and Publication of Photos
Creation of Shareable Contents
Integrate it with Youtube video with Facebook ad
sense to convert advertisement to Content
Use comments to gauge public opinion

Twitter
Use it for sharing instantaneous information
Use it for inclusion of public opinion and
conversation
Useful medium for spreading the links
Celebrity endorsement and retweet can increase
engangement mutli-fold

Objectives

Key Audience
Key Audience

Social Media needs an integrated

approach with each platform having its
own uniqueness

Blog :
For Informational Content and detailing
Consistency of Ideas

Reaching Audience

Youtube
Alternative to costly TV medium
Use longer advertisement to resonate with the
people while teaser can be shown in TV
Responses to Public Opinion or Press Reports
Coverage of an event using local geo tagging to
give a sense of ownership to residents
Maintain a channel for easy subscription and
creating loyal user base

Whatsapp
Useful to interact with local leader
Use it for giving first release of information
so that these leader spread it in their network
Leverage on sense of pride and ownership
created via group memberships

Effective
ManagementBudget

Key
Takeaways

Measurement
Recommendations

14

Budget
Assumptions
Activation in 100 gender critical
districts
Use of Social media analytics
using the services of Startup
Minimal use of Celebrity with
fees
Full time engagement of Media
Agency
Cost negotiated on the number
of impression and the target
audience reached with the agency
3 to 4 creative videos are
created in the campaign
For Coverage of offline
activities media videos or in
house videos are used

Objectives

Activity

Resources

Deadline

Budget

Branding

Creation of Brand Elements like Logo , Name of December 2016

the campaign , Videos etc

Rs 100 lakhs p.a

Internal Communication

Creation of Monitoring and Coordinating

structure and processes in 100 districts

December 2016

Rs 200 lakhs p.a

Media Relations

Management of Agencies

Jan 2017

Rs 2 lakhs p.m.

Marketing

Activation in various Platforms

Jan 2017

Rs 8 Lakhs p.m

Promotion Material

Creation of Posters/ Standees/ Banners etc

Jan 2017

Rs 1 lakhs p.m

Training

In house training of employees

Dec 2016

Rs 600 lakhs p.a

Events

Offline events like flash mob / rallies

Dec 2016

Rs 300 lakhs p.a

Website/App Design

Includes SEO Optimisation

Jan 2017

Rs 5 lakhs p.a.

Total Annual Budget

Folklore & Fact

Key Audience

Rs 13.50 Cr

Reaching Audience

Budget

Key
Takeaways

Measurement
Recommendations

Evaluating Success
Parameter/Day

Assumptions

Facebook

Twitter

Blogs

Whatsapp

Youtube

Page View

Weekly monitoring of the statistics

Use of social medial analytics for altering
the content and discussion discourse
Measuring the success of the campaign in
terms of the reach , engagement and
positive impression in the mind of audience
Whether this result in actual action can
be measure by the improvement in CSR in
100 districts
But outcome measurement is beyond the
scope of Social media Strategy as it is
dependant on many other factors
Estimated target audience is 5 Cr People
Reach of 80 % in a year
Engagement Ratio = Interaction/Reach

5,833,333

2,500,000

1,071,429

4,166,667

5,000,000

97,222

41,667

41,667

69,444

83,333

15 min

5 min

20 min

15 min

20 min

No of Downloads

1458

500

80

375

No of Embeds

1458

500

80

375

No of Comments

8750

5833

2411

11250

35000,000

15000,000

15000,000

25000,000

30000,000

No of Shares

4375

14000

804

83333

3750

No of Likes

14583

8750

723

12500

Engagement Ratio

1.5%

2%

0.75%

0.75%

Positive Comment

0.5%

0.75%

0.2%

0.2%

Unique Visitor

Average Time Spent

No of Followers (annual)

Calculation shown in Annexure

Objectives

Folklore
& Fact
Key
Audience
NPM
& PA

Reaching Audience

Budget

Key
Takeaways

Measurement
Recommendations

THANK YOU

Annexure 1 : Calculation of Follower

Calculation
Size of Target Group
Total Penetration Required
Platform Wise Penetration
Facebook Penetration
Twitter Penetration
Blog Penetration
Whatsapp Penetration
Youtube Penetration
Annual Unique Visitor Required for Each Platfrom
Facebook Visitor
Twitter Visitor
Blog Visitor
Whatsapp Penetration
Youtube Penetration
Daily Unique Visitor Required for Each Platfrom
Facebook
Twitter
Blog
Whatsapp
Youtube
Enganged Viewer visits once 3 Days
Total Page views per Day for each platform but for blog it is once a week
Facebook
Twitter
Blog
Whatsapp
Youtube

50000000
80%
70%
30%
30%
50%
60%
35,000,000
15,000,000
15,000,000
25,000,000
30,000,000
97,222
41,667
41,667
69,444
83,333

5,833,333
2,500,000
1,071,429
4,166,667
5,000,000

19

Annexure 2 : Calculation of Other Parameter

Facebook
Twitter
Blog
Whatsapp
Youtube

Engagement Ratios for the Channel

1.50%
2%
0.75%
5% source : fanbridge.com
0.75%

Engagement Ratio split for Facebook

Number for Facebook Daily

50% No of Downloads
30% No of Embeds
15% No of Comments
5% No of Followers
No of Fans /Share Share
No of Likes

Like
Comment
Share
Others

Engagement Ratio split for Twitter

Like

Comment
Share
Others

1,458
1,458
8,750
4,375
14,583

Number for Twitter Daily

30%

No of Downloads

No of Embeds
20%
48% No of Comments
2% No of Followers
No of Fans /Share
No of Likes

500
500
5,833
50,000
14,000
8,750

20

Annexure 3 : Calculation of Other Parameters

Engagement Ratio split for Blog
Like
Comment

Number for Blog Daily

18% No of Downloads
60% No of Embeds
20% No of Comments
2% No of Followers
No of Fans /Share

Share
Others

No of Likes

Engagement Ratio split for Youtube

Like

20% No of Comments
2% No of Followers
No of Fans /Share
No of Likes

Share
Others

Engagement Ratio split for Whatsapp

Like
Comment
Share
Others

80
2,411
15,000,000
804
723

Number for yout tube Daily

18% No of Downloads
60% No of Embeds

Comment

80

375
375
11,250
83,333
3,750
3,375

Number for whatsapp Daily

0% No of Downloads
60% No of Embeds
40% No of Comments
0% No of Followers
No of Fans /Share
No of Likes

69,444
83,333
125,000

21