Content.

1. Integration guidelines

Social
2. Presence
3. Page style
4. Hashtags
5.
6.
7.
Content
Influencer
Fan Engagement
Media.
8. Response
9. Culture

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Social Media Approach.
Integration guidelines.
1. Set measurable goals.
Quantify your social media approach by defining the right metrics and targets.
2. Ensure consistency.
Align the content with brand guidelines on content, layout & tonality.
3. Inspire togetherness.
Collaborate & co-create with partner brands, employees and fans.
4. Own lifestyle categories.
Use content to enable, uplift and inspire Indians in our lifestyle categories- Movies,
Sports, Music, Fashion, Technology, Governance
5. Get the timing right.
Optimize posting schedule for the target group.
6. Be relevant
Align content with what happens within the organization as well as outside in the world.
7. Be personalized.
Focus on answering needs instead of selling.
8. Ensure transparency and honesty.
Avoid unethical social media practices.
9. Evolve continuously.
Constantly monitor the social media landscape and update your social media strategy.
10. Turn employees into brand ambassadors.
Make brand aligned social media practices as a part of the employee culture.

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media.
Presence.
1. Social media platforms where we are present. 2. One brand page to represent Jio 3. We use the category pages to integrate Jio services on all social media platforms.
on all social media platforms. All category pages are designed to drive Non-Jio consumer to Jio.com

JioMusic JioMovies JioSports JioFashion JioTech JioDeals

Facebook Twitter One lead Jio account. Category pages to create digital lifestyle.

We will only like, follow or asso-

ciate with pages that are owned
by Jio. Adding other brands/indi-
Instagram Snapchat viduals can be seen as endorse-
ments.

YouTube Vine

LinkedIn Jio.com

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media.
Things we avoid – Presence.
Starting a new page without aligning with brand and business teams. Adding other brand names to Jio, when naming a page.

Avoid a separate page for - individual campaigns, regions, circles, stores, offices,
events and departments.

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media.
Page style.
We have 2 steps how to use the profile image.

1. Select one of the 8 JioDots. 2. The colour of the JioDot has to match with For more help.
the colour of the image in the header.
Resources with detailed tutorials on setting
up a page on social media platforms.

Twitter
Facebook
YouTube
Instagram
LinkedIn
Snapchat
Vine

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media.
Things we avoid – Page style.
Profile picture Cover picture

Customize the JioDot Disproportionate in size Use of the JioPattern JioDot does not match with the cover picture

Poor in quality Images other than the JioDot Disproportionate in size Poor in quality

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media Hashtag.
Definitions.

#
Brand Hashtags
To tell brand stories.
Brand hashtags will form a part of our identity. They should resonate
with our brand personality and voice. They are created for the long run.

Region Hashtags
To localise communication.
For region hashtags, regional language hashtags may also be created to
connect with non English speaking audience.

Campaign Hashtags
To amplify campaigns
These hashtags are created to build awareness and drive conversations
around our campaigns.

Category Hashtags
To own lifestyle categories.
We use category hashtags to integrate Jio’s product, services and offers
in conversations around movies, music, sports, tech, fashion and more.

Event Hashtags
To share event stories
These hashtags are created for specific events which we want to cover
on our social media pages.
Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media Hashtag.
Naming framework.
Hashtag Styles

Brand Hashtags Category Hashtags Region Hashtags Event Hashtag Campaign Hashtag

# + Core brand messages # + Core category positioning # + Jio + Region Name # + Jio + Event Hero # + Campaign name

#JioTogether #MoviesLoveJio #JioAhmedabad #JioMami #CelebrateJio

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media Hashtag.
Things we avoid.
1. More than two hashtags for Twitter and 2. Lengthy hashtags. 3. Including spaces or punctuation in the 4. More than 1 hashtag containing
Facebook and more than four hashtags (Not more than 20 characters) hashtag, as it breaks the link. the word “Jio” in the same post.
for Instagram and Vine.

#celebratingJio #Jio #JioDigitalLife #celebratingJio #Jio #JioDigitalLife

#celebratingJioTogetherInMaharashtra #Jio Digital Life #celebrating.Jio
#This #is #Jio #JioTogether #JioGarden

5. Additional brand names written 6. Hijacking the hashtags of 7. Jumping on a trending hashtag For more help:
before Jio in a hashtag. another brand. without context.

Twitter’s guide to hashtags

Instagram’s tips on hashtags

#RelianceJio #AmazonJio #JustDoIt #OneDirectionForever
Ideal lengths on social media

Jio Brand and Design Team | Strictly Confidential.

Confidential | 03.02.16 | Version 1.0
Social Media Content.
Creation Guidelines.

Inspire.
We inspire people to share content based on high emotional connect
or shared beliefs. Integrate compelling call to actions in the content for
sharing.

Empower.
We enable people to discover our content easily. We include hashtags,
annotations, descriptions & metadata to enable people to discover our
content.

We empower our fans, employees and influencers who co-create

content with us. We honour great user generated content with social
recognition content experience.
Enable.

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media Content.
Things we avoid.

1. Post content that does not meet the 2. Partner with competing brands or brands 3. Post content that threatens or attacks the
brand guidelines regarding layout, that are not aligned with our brand values. sensibilities of any individual, group,
imagery, videos, animation style, tonality, community or religion.
communication.

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media Content.
Things we avoid.

4. Negative, cynical or sarcastic opinion. 5. Plagiarizing content. 6. Content that is not relevant to our brand,
business or audience.

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media Posting.

We need 3 steps before making a post

1. Caption. We introduce the content in 1
or 2 compelling sentences.Integrate relevant
hashtags
2. Format. We use rich media (e.g. videos, images,
gifs) to make posts. We include the campaign name
in the title of the media content. We adapt the media
content for an optimum experience as per the social
platform.
3. Links. We include relevant links to Jio.com. On You-
Tube, we also include links to subscribe to our channel,
related playlists and other social media channels.

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media Posting.
Things we avoid.
Liking own content Short form of words Posting too many times or too few times

Wow woke up to find my entire stream flooded

with @Jio tweets. You shall be unfollowed.

Incorrect copy, links Tag People or pages irrelevant to the post For more help:

Ideal lengths on social media

Best times to post on different social platforms

Social Media frequency guide

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media Amplification.
Influencer content.
Positive and energetic tone of voice Personal and derived from their experience of the brand

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media Amplification.
Things we avoid – Influencer content.

Content not verified for facts Same content to all influencers Content that sounds like advertising or claims

Jio is truely bringing a digital revolution

in the country. Everyone will have unlimited
data access for a lifetime. #CelebratingJio

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media Amplification.
Fan Engagement.
Respond to your top fans regularly. Give exclusive content, insider scoop, Build a fan culture through offline
recognition and shout outs. engagement programs.

Hey guys are you bringing the new game of thrones season Shoutout to @SahilGupta for his beautiful sticker designs Would you love to meet us? Inviting all
to JioPlay? for JioChat. We absolutely love it. our fans to a special treat this Sunday.

We neither confirm nor deny it :)

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media Amplification.
Things we avoid – Fan Engagement.

Offering monetary compensations. Punishing fans for negative feedback.

I got blocked by #Jio because i pointed out a problem

Follow us and get 50% off on your next recharge
with their service. So i am blocking them. Back to Airtel.

Intrusive behaviour (follow requests,

Allowing discrimination / hate speech.
initiating direct messaging).

Airtel users are completely dumb and useless. @Jio Stop sending me friend requests and follow
They don’t deserve @Jio #JioForever requests. #JioStalker

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media.
Response – Framework.
We propose an evaluation framework for responding to consumer comments on social media.

Negative New consumer post Positive

Is it aggressive? Is it a feedback?
Yes Monitor only Let it stand/
Abusive, provoking Thank Yes Friendly suggestion, sharing
Remove a good experience

No No No

Is it misguided? Final evaluation Is it an enquiry?

Yes Correct facts Inform Yes
Incorrect stated facts Do you respond? Anticipation for a new product

No Yes No

Is it actionable? Guide and Is it a request?

Yes Provide support Let it stand Yes
Unresolved consumer issue document Actionable consumer need

Response checklist

Transparency of origin A clear goal Personalized Tonality Consumer advocacy

Your association with the brand Inform, guide, document, thank. You have read the post and are (Active, focused, caring) You speak as an advocate
is clear and you are using official aware of the complete context. Your response is conversational for the consumer.
handles to communicate. Your response is not generic. and makes a positive statement.

Post response

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0 To be developed further with actual user data.
Social Media.
Response – Checklist.
Transparency of Origin.
Ensure that you use the official social handle before formulating a response.
Add your name at the end of the response.

Have a clear goal.

Our response should serve one of the following goals - inform, guide, acknowledge, thank.

Personalized.
We should be confident that we understand the full message and context of the consumer post. We should
know the tone and intention of the consumer post. We should also take care to tag the user when responding.

Tonality.
Our brand tonality is - Active, Focused, Caring (Refer to brand guidelines for tonality).
Before posting make sure your response is conversational, accurate and makes a positive statement.

Customer Advocacy.
Make sure that you are speaking as an advocate for the customer.

Need more help: Facebook’s Social Media Crisis Guidelines

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media.
Things we avoid – Response.
Take a stand on brand position, strategy, Avoid generic responses. Ignore repeated requests.
business unless authorized.

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media Culture.
Employee posts.
Our employees are our brand ambassadors on social media . We support them with 3 guidelines.

1. When expressing a personal opinion about Jio on social media,

clarify that the views are your own and not endorsed by Jio.

2. Share only publicly available information about Jio on social media.

3. Post content responsibly and with honesty.

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
Social Media Culture.
Things we avoid- Employee posts.
Sharing negative news or opinions about Jio. Using brand logo or assets on personal Replying on behalf of the brand without authorization.
content without authorization.

I work for Jio, still I am disappointed with the download speeds :/ Friends, check out my new profile picture.

Negative/ Hateful speech. Confidential information about the company. Personal information about colleagues
without their permission.

Everyone at my local grocery store is so dumb. I hate shopping there! I had a meeting today where i found out that Jio is considering I sneakily took a picture of my colleague Poli. Doesn’t he look funny?
expanding to UAE.Wonderful news :)

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0
With love, from Jio.

Jio Brand and Design Team | Strictly Confidential | 03.02.16 | Version 1.0