urs

Social
Media

Private & Confidential

For internal Circulation only

urs

Why should chola be

present on social media?
Why Now?
Which social media
should we be present in
& who are we talking to ?
How do we want to
proceed?
What are the measurable
targets we hope to
achieve and in what time
frame?

Private & Confidential

For internal Circulation only

urs

Why Social
Media for
Chola
???

Private & Confidential

For internal Circulation only

urs

Observation 1
To create Cholas
Digital Presence
Create and spread
brand awareness
Engagement
To create a platform
for future lead
generation

Private & Confidential

For internal Circulation only

urs

High Internet Penetration

( 13 % of the population - 154
million Internet users)
Internet users growth rate -

27%
117 million smartphone

g
i
s
In
ht

users
Indians spent 198 minutes
on an average on their
smartphones
36% Facebook users access
via smartphones

40+% users watching

videos via smartphones

Private & Confidential

For internal Circulation only

urs

why now?

Private & Confidential

For internal Circulation only

urs

Intangible products
Relies heavily on
Credibility
Trust
Brand value

A platform which
encourages word
of mouth

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For internal Circulation only

urs

Observation 2
To learn and
analyze
No social media
presence
Experimental phase

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For internal Circulation only

Current Status

urs

Scenario 1 : Zero interactions

Ideal Status
Scenario 1 : Chola and its

employees interacts
Scenario 2 : Chola and its

employees' social circle

interacts
Scenario 3 : Chola and its

prospective employees,
investors and customers
interacts

Private & Confidential

For internal Circulation only

urs

What Content is relevant and

adds value
Analyse engagement level
Study Competitor's social

space

Today we start and

tomorrow we
become a strong
established player

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For internal Circulation only

urs

Observation 3
To increase
number of
followers/
fanbase

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For internal Circulation only

urs

Which social Media & why

???

Private & Confidential

For internal Circulation only

urs

Available Channels

Private & Confidential

For internal Circulation only

urs

Social Media Channels

Recommended
acebook

100
million
Users' Motive
Sharing our
views/ interests
Looking for
friends/ family
updates
To stay updated
on current trends

Private & Confidential

Linked

26
million
Users'
Motive
Professional
updates on
current trends
Company's
Profile
Job

For internal Circulation only

urs

YouTube

55+ million
Host for
videos

Private & Confidential

Supporting
Facebook
and
Linked In

For internal Circulation only

urs

what type of content

???

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For internal Circulation only

urs

Intent to
Engage
Inspire
Need creation

Entertain

Educate

(virals, quiz,
Competition, puzzles,
Jokes, Branded
Videos)

(Articles, e-Books,
e-News, Press
Release, Trend
reports)

Infographics,
Product features

Recruitment
ads

Social
Campaigns/
Causes

Murugappa

Private & Confidential

Brand and
heritage

Chola
Information

For internal Circulation only

urs

Mode of Entry
Social media
Phase 1 :
Facebook
Linked In

Complementing
Phase 2 ( after 30 days ):
YouTube

Private & Confidential

For internal Circulation only

urs

Plan Of Action
For getting the fanbase/ followers

e-mails to employees

Option 2 :
Paid
Medium

Social media
access given for
specified time period

Facebook pay per

action
Linked In ads

Option 1 :
Free
Medium
Private & Confidential

For internal Circulation only

urs

TARGET GROUP
For Facebook

Customer
s
Employee
s

Look
Alike
Look
alike
Employee
s Profile

Customer
Profile
Initial
Targets
Private & Confidential

Subsequen
t Targets
For internal Circulation only

urs

For Linked In

Investors
Employee
s

Prospecti
ve
Prospecti
ve
Employee
s

Investors

Initial
Targets
Private & Confidential

Subsequen
t Targets
For internal Circulation only

urs

Target Group Identification

Using phone Nos/ email id to

identify active social media users

Using phone Nos/ email id to identify

active social media users

Stage 1:
Internal
Employees
Stage 3 :
Prospective
Employees &
Customers

Social circles - Free option

Peoples emails who have applied for
Chola from Naukri or other web portals Stage 2 :
Customers
- Free Option
Look alike profiles - Paid option
Private & Confidential

For internal Circulation only

urs

Target Group Identification

Paid Ads to promote Chola to

prospective employees

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For internal Circulation only

urs

How do we measure
success
???

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urs

Criteria
No of
followers/fanbase :
2500 (unpaid
option)
Duration : Six
months

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For internal Circulation only

urs

Tools Available
Channels

FaceBo YouTub
ok
e

Linked
In

Option

Free

Page
insights
(after
30
likes)

YouTube
analytic
s

Audienc
e
Insights
(after
Paid

Private & Confidential

For internal Circulation only

Linked
Analytic
s