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SOCIAL MEDIA

CONTENT STRATEGY
AT AYOJAK

OWNER/MANA
GER

HEAD
BAKER

DECORATOR

SALESMAN/
CASHIER

BAKER
ASSISTANT 1

DECORATOR
ASSISTANT

SALESMAN 1

BAKER
ASSISTANT 2

SALESMAN 2

HEAD BAKER

ASSISTANT
BAKER 1

ASSISTANT
BAKER 2

DECORATOR

DECORATOR
ASSISTANT

SALESMAN/
CASHIER
SALESMAN 1

SALESMAN 2

OWNER/
DIRECTOR

Location
1
Manager

aker 1

Baker 2

Decorato
r
Assistant

Head
Baker

Location
2
Manager

Logistics
Manager
Salesman
/ Cashier
Salesman
1

Salesman
2

Head
Baker
Baker 1

Baker 2

Decorato
r
Assistant

Salesm
/ Cashi
Salesman
1

Director /
Owner

Logistics and
Marketing
manager

Finance Manager

Area
manager 2

Area
manager 1

Store
manager 1

Store
Manager 2

Store
manager 3

Store
manager 4

Store
manager 5

Kitchen staf

Kitchen staf

Kitchen staf

Kitchen staf

Kitchen staf

Housekeepin
g staf

Housekeepin
g staf

Housekeepin
g staf

Housekeepin
g staf

Housekeepin
g staf

Order Taker

Order Taker

Order Taker

Order Taker

Order Taker

cashier

Cashier

cashier

cashier

cashier

Managin
g
director
C.F.O.

C.M.O.

C.O.O.

Managing
Director

Purchase
manager

C.F.O.

C.M.O

C.O.O

State
manager 1

State
manager 2

State
manager 3

Area
Manager 1

State
manager 4

Area
Manager2

State
manager 5

ABOUT AYOJAK
Established in 2007, in India and the United Kingdom
Online Event Management Product Solution by Signure
Technologies Limited
Products :

Current- Ticketing, Social Meets


Development Stage- Event Promote, Conference

SERVICES &CLIENTS
SERVICES:

End to end solution; creation of event web page, ticket sales, collation
of attendee information, event promotion on social media, and
customer support for booking tickets online

CLIENTS:

Business Clients (B2B): Start-ups to mid-size firms from various sectors


such as entertainment, technology, sports and business

End Customers: Young people / event attendees

CURRENT PRODUCTS

AYOJAK TICKETING

Sell online and offline tickets


Events such as seminars,
workshops, conferences,
technology & entertainment
events
Safe online payment solutions
and promotion of event on
social media
Real time reporting and
analysis on ticket sales
Secure IT infrastructure to
manage event

AYOJAK SOCIAL MEETS


Organize professional social
events such as tweetup or a
cofee meeting
Ofers RSVP feature through
social media platforms
Enables organizers to compile,
manage and communicate
with attendees.

UPCOMING PRODUCTS

AYOJAK EVENT PROMOTE


Create interactive campaigns,
such as quizzes and contests

Digital promotion solution


which includes
Email Marketing
Content creation
Blogging
Forum Marketing

AYOJAK CONFERENCE

Manage end-to-end services


such as registration, logistics,
merchandising and
accommodation

Target: Organizers of large


events, conferences and
exhibitions

EVENT MANAGEMENT INDUSTRY


The industry was approximately INR 8 billion in size
Major categories: Leisure, Cultural, Personal & Organizational
Activities: venue selection, targeting of prospective audience,
awareness creation, ticket sales, arrangement for payment
alternatives
Annual growth rate of 25%
Competitive environment with entrance of many small
ventures

BUSINESS MODEL

CHANNEL

VALUE
ADDITION

CHANNEL

VALUE
ADDITION

COMPETITORS
EventAvenue
MeraEvents
DoAttend
BookMyShow
Eventnu
Unrelated Competition- Facebook & LinkedIn

MARKETING
DIRECT MARKETING

Role of Business Development Manager and freelancers


Word of mouth
Ads on event displays
Google Ads

MARKETING
SOCIAL MEDIA MARKETING

Initially handled by Internal team


Outsourced to Noida based social media agency
Key areas of focus

Updating and building engagement with community members


Generating feedback from B2B clients and end customers
Providing support to B2B clients and end customers

CONTENT STRATEGY
Crucial aspect of any social media presence
Facebook - promote events and create awareness regarding Ayojaks

products
Twitter - promote events, interact with community members and provide
customer service
Blog - promote Ayojaks products exclusively; some posts related to
events and others were generic
Despite these eforts, Ayojak has issues with engaging customers on
these platforms

PROBLEMS WITH SOCIAL MEDIA


STRATEGY
Social Media Strategy alone doesnt guarantee efectiveness
Diferent social media platforms have to be managed well to be efective
The goals the firm gave have clearly not been completed
Apparent disconnect with their outsourced social media firm, Noida;
Lack of balanced content on their Facebook and Twitter
Facebook posts too brand focussed and not customer focussed; Twitter too

customer focussed, not product focussed


Lack of posting consistency and variety, fluctuating month to month
Missed opportunities to engage followers through an established hashtag
Missed opportunities to reach specific audiences on LinkedIn, YouTube and
Pinterest

RECOMMENDATIONS

return the social media department in-house, so that there is a greater connection
between what is going on in the company and the social media content that is produced
increase content that focuses on the customer on the Facebook page (this could possibly
be accomplished by posting more contests and quizzes) personalised, interactive,
integrated and authentic content
increase content that focuses on the brand on Twitter
establish a clear and concise posting calendar for each month to increase consistency
expand social media presence to Pinterest, YouTube, LinkedIn in order to better reach
potential B2B and B2C customers
transition the corporate blog to a video blog
Evaluate user engagement by evaluating metrics