Redfm Final

8/3/2019 Redfm Final

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Social Media Strategyby Social Catalyst

copyright 2011, Social Catalyst | socialcatalyst.in


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?What isSocial Mediacopyright 2011, Social Catalyst | socialcatalyst.in


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Social Media : Two way communication

Over the last ten years, there has been a fundamental shift in howpeople access information and news. Companies traditionally usedthe media to get their messages out to their audiences viamarketing, advertising, or public relations. Marketing and advertising

push a message out to the masses. Companies use public relationsto supply news to the media and expert sources to provide stories

about their industry. The goal is to get media mentions of their company, products, or services.

These methods are a one way communication, where a company delivers a message through themedia, but individuals have no real way of responding. Today, this one to many mass media modelhas given way to the social web and a new way of communicating with people has emerged.Since people have tired of receiving one way communications, they are looking more and more fornews and information in places other than the media. This trend is likely to accelerate

"If searching for the news was the most important development of the last decade, sharing the newsmay be among the most important developments of the next."

Social Media Engagement levels:

Level 0 Ignoring / not responding

Level 1 Listening.

Listening is foundation discipline of social media maturity, unlike advertising (print / tvc) which is oneway communication.Listening: - Monitoring and analyzing what is being said online about Red Fm. Social conversation

reflects the brand perception. Comments and like is very easy tool to monitor and analyzing.

Level 2 Responding / Engaging.Responding to quests .Engaging with consumer with brand.

Level 3 - Participating (The next level):

Participation in broader Industry communication that do not mention Red Fm.Like Dell is the best example which embodies this type of participation. Dell's spokespeople don't just

talk about Dell all the times ; they also participate in discussions about things that interest thecustomers. John Blain Dell's gaming guy revies all his favorite games . Dell has strong voice ingaming community and they are true insiders because John is engaged , credible and tested.

Level 4 Sharing

Once Red Fm have effectively engaged and begun participating on Social Media. It's time to beginsharing a bit about what Red Fm is as a brand.Following three levels the brand contribution will be well being received and will be welcomed as itwould be built on foundation of listening, responding and participating.



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Level 5 Contributing

Its founded upon listening of expression of need and then producing valuable, helpful content thatpeople want because it meet those need.

Eg : A sub page that give status of Mumbai traffic.Subscriber will get the post on their handheld if they r traveling.. No cost solution for them .Posting a feed to wall Tune in to Red Fm to know current traffic status Surely it will make allthose tune in to red fm frequency who are travelling(Social Media can work as mobile app for fewthings )

CRUX:Every brand, every media platform is looking at logging on to social media, given its growingimportance in India today This also includes RED FM taking to social media in a significant way tointeract and reach out to their TG.

RED FM have to create own identity on these social networking sites by making several groups and

communities of the FM station with regards to its shows and the RJs. The objective is to updatelisteners about all the new programs and contests across all the stations of RED FM and to alsoactively receive feedback through yet another medium. Through the social media we also need toengage in promoting Rjs.

Social media provides a great opportunity in terms of creating awareness about the activities RED FMdo and even the programming line-ups and so on.



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Marketing is System Social Media is ProcessAs a consumer, you are blasted with the same request over and over: Follow Us on Twitter, Like Uson Facebook. Why should I? Whats in it for me?

What Need to be DoneCreating the number of channels that meaningfully extend the focus of your business. We would be

only creating channels that enhance the brand message without diluting it. And make sure we havethe capacity to keep all the channels relevant.(Content Plays a major role)

A Focused PerspectiveChannel Strategy

Red Fm as Main brand and Rjs and hit shows as sub brand that engender a follow worthy orlikable presence. (TAB FOR RJS AND SHOW)

Assess their value as a standalone channel and its current state. It may be best to simply truncateaccounts or close them all together.(Independent Pages for RJS and Shows)

Channel Support System

We would develop an organized framework that supports each presence uniquely. Ensuring thateach account establishes a rhythm that meets the needs of its audience.

How it will work : The Content for Rjs Page would come in tab inside main RED FM page.Social Catalyst will devise a platform where content would be updated on both channel Main Brandand Sub brand i.e. Red fm main page and Rjs Page



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Mission and Purpose

Determine the audience were trying to reach and design a communicable mission and purpose foreach account. To create engagement and awareness among people about RED FM as well as tohighlight the brands attitude, help in community and brandbuilding.

The best and worst part about FM listeners is no brand loyalty. People dont stick to one radio station,they change it as between the advertisement.

How its Good?Since there is no Brand loyalty Social Media can be a platform for engaging Today many consumersare quick to move to the new, new thing and embrace a hot new gadget, trend, website, etc Its trend

to like something which is cool, trendy and unique... which in turn will generates new consumer forRed Fm

How its Bad?Making Presence is one thing which every one can do , Second comes getting the attention. Onceyouve got their attention you cant slack off on the job. You cant coast. Commit To ContinualRenewal is a must as there is no brand loyalty

> Raising awareness for the brand with online audiences using social media.Listening: what Red Fm listeners like

> Capturing competitive or industry intelligence to improve product and service offering.Responding / Engaging ; responding to listeners

> Taking the pulse of your brand across online channel.Sharing : The Red Fm story.. Best RJ's.. Best Shows

> Improving customer service by offering through new online channelContribution: Adding value to it ..Mumbai traffic, add on to red fm social friends.

> PPC Campaign Strategy

>Execution of PPC Campaign

The Flow



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Our Work



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Red FM Present Stats

Cumulative likes



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What FM Brands are doing



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Comparisons

1 month

3months



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7months

Cumulative Likes



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Facebook likes daily

Facebook Likes Daily 3 Months



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New likes

How it Worked20 oct after radio mirchi diwali app gone live

Radio Mirchi: : Facebook Application + PPC8191 new likes

Big 92.7FM: PPC (Facebook Ads)1013 new likes

Red FM: ?31 new Fans



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Stats Support snap shots

Despite using visual aid Red Fm didnt did well



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Likes Compare

Radio MirchiRed FMBIG 92.7 FM



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Social Media Tactical PlanThis plan includes the tactical objectives to be used to accomplish two primary goals ofsocial media:

1. Social Media Strategy2.Revamping Red Fm Facebook Page

3.Socisl Media Campaigns4.PPC Campaign Design5.Increase unique traffic to Red Fm Online Presence(Facebook, Twitter, Youtube)6. Convert anonymous traffic to known visitors by promoting premium content tovisitors from social media sites via free content and converting them as on air subscriber

-----------------------Short Term Objective

Facebook Fan Page

Twitter (integrated on facebook aswell)

Revamping of Red Fm Facebook Page Increasing Subscriber Base/ Items like create a group, encourage interaction, create content Participation in other Groups.( Event, Festival,) User Engagement.

User like and share the content (Viral) Brand Image. Promoting by tagging which engage more people to come on page

Compile list of company Twitter users Promote company blog post through corporate account Promote other social networking activities/sites through Twitter Hashtags for Twitter that encourage people to participate Tweets on the latest music, films and news Song/updates of shows/

Social Networks

Key Metrics Referrals from social networks Friends on Social Network Friends/Followers 2nd-order followers (followers follower count)



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Action Plan 3 months:

Marketing Objectives:To attain a fanbase of approx 4-5 lakh on Social media viz Facebook andwitter(15-20 k) and establishing the brand attitude ( provocative &outhful)among netizens and social networking users.

arget Audience2-25yr old and 25-44year

Devising Social Media.

hree phase

First Phase

Revamp FB Pageistening + Responding

Tab Building

> Rjs Tabs> Red Fm Event Calender> Red Fm Video Gallery> Daily Contes

Second PhaseActivity Basedarticipation + Sharing

Partner IntegrationTune in : more listener on a particular day/time.Subscribe to eventSubscribe to get update about your showTop 30 play list: application with voting system.Movie Release songs reviews engaging subscriber

Third Phase

Campaignontributing

Creating Communities: Awareness and engagementDesigning and Implementing Campaign to generate BuzzProducing valuable, helpful contentCampaign pertaining to New on air activityCampaigns that have ingredients of Social Happenings.



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>RJ Malishka: app> back stage pics/ video / audio..>RJ Mantra: app

>Suresh Menon: app>Event Calender: app>Daily show line up: app>Video gallery: app>Photo gallery: app>Daily/Weekly/Monthly contest.

First Phase Implementation

Every application would have integration of social plugins viz: like and share.Implementation of all tabs would require time depending on number of tabs required.Ideally A time gap should be provided to generate ore likes.Shuffling of landing Page. Shuffling of landing page helps generating more likes .. people like pages witcontent they like .. User can like and share page for RJ / Show / Video / Audio so changing landing paghelps.

All application would have non fan front end, i.e User can only see the content if he likes the page



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Red Fm Video Gallery

Collaboration of all Video Links.

Application Flow:> Landing Page insisting User to like the page in order to see content> User like the page.

Making it more Viral:

>user can like the individual video>user can share the video.

Likes >



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Second Phase Implementation

Second Phase involves activity.

Creating application with functionality of like , share, send , wall post

List Of Applications

>Partner Integration:Brand Partner.. Brand promoting themself on Radio.

>Tune in :Get more listener on a particular day/time.Eg: Tune in to XYZ Celeb @ 8:30 pm ..... post your questions on fb.. subscribe to Activity.Wall Post: User have just asked a question to CELEB XYZ..

>Subscribe to event

>Subscribe to get update about your showApplication for subscriptions

>Top 30 playlist: application with voting system.Make your Play list get more likes to .....

>Movie Release : songs reviews engaging subscriber

Website treasure hunt: Post a question on your facebook page, and then provide hints throughout yourwebsite. This encourages fans to both visit your website in depth, but also to engage on your facebookpage

Tag To win: Uploading Images of Movie Ticket< tag Like win

Best Photo Caption

Funday Monday , Trivia Tuesday!

>Question of the day

>Bollywood Gossip Update :>Celeb tweet



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Event Calender:

User need to like the page to check the events.Once user like the page calender would appear.

User can select and view the events.

Like and Share event for each event.

Eg: Tune in Live with XYZ celeb @ redfmask questions .. not only it would help to

Red Fm Event Calender


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Where do you most often listen to music?Bar or club

At workIn the carExercising or at the gymI don't listen to music

Which of these personality traits do you value in a radio dj?

IntelligenceHumorSilenceCompassion/EmpathyLevel-headedness

What do you use as your alarm clock?

CellphoneThe radio, set to the most annoying station

A song from my iPod/mp3 playerThe radio, set to my favorite station

A repetitive electronic buzzing

What type of radio music do you tune into first?

TalkClassic RockTop 40/PopRap ad/or R&BSports

What would you prefer to spend the day doing?

WorkingRelaxing/SleepingShoppingReadingDoing absolutely nothing

What kind of Radio are you/


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Other Applications:

One Day RJ/ RJ Hunt

Upload your audio and let people like it. Maximum number of likes win a chance to be Ek Din ka RJ

Top 25make your own top 25 like the song to make it come in top 25 list.Rate the song in application format with likes and share

Mixed Martial Arts championship

Partnership page / Tab

Crazeal ka contest

RJ Mantra Audio Feeds from Sound Cloud

Claim your Gift.

Xclusive collection CD tweet this app

Giving entrants the chance to learn about Red Fm as brand while

competing for prizes.

Users rank their favorite items, and share with friends.

Sweepstakes:

Pick Your Favorites:


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Third Phase Implementation

Campaign

Objectives: Generating buzz and acquiring a stronger fan base for RED FM mumbai

Campaigns would be designed on basis of Target audience

mplementation:Developing content and design for campaign that can be current on air brand campaignPromoting it on air.Promoting it via PPC.

Campaign Examples:

DIARY main DUM

Facebook Application which would pickup status updates , recent photos from fans of red fm page andmake it look like a diary form.

Landing Page of applicaton will include:Name and Picture of the user.( fetch user details using Facebook api)The Background would have creative pertaining to promotion.

nner page Of App would be index/ Table of Content Which will link to all pages

Page1: Status UpdatesPage2 : Photos (with like and share)Page3 : We can include more pages

Page n : My notes(User can put his/her notes along with functionality of like and share )


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Campaign


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Campaign


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Campaign


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PPC

Estimated Reach Ad

Facebook PPC Campaign

Red Fm can choose the budgetPay only for clickRedirection to Red FM 93.5 Pagead Would be on current promotionor:RJnew showNew ReleaseHit Song

Contest


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Social Catalyst will provide monthly report

> New Subscriber>% increse in subscriber> Interaction

> feedbacks>new likes>Lifetime likes>Monthly Active Users

Case Study

Cadbury Dairy Milk India


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Inputs Required

Guidelines:

What tone of voice to useTopics to cover

Response for enquiry/suggestion updateContent filterlink sharing policy

Social Catalyst will provide Clients with a monthly report containing thefollowing details> Across all Social Networking Sites Members

Number of members Change over previous period, Monthly movements All noticeable trends in discussion Nature and Types of discussions Trends in information that users seek Interactions per month Number Broad types

Response & Escalation summary? Recommendations Steps to be taken in subsequent month


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For live links

Since Social media is a two way process the impactful strategy to Generate Social Buzz can bedesigned and Developed. Also radio stations are coming on web sapce to present themself as strongbrand and Social Media, and mostly facebook is the best platform to engage non known users andconverting them to knows listeners.

End of the day more number of listeners decide the popularity of Radio Station.

Social Catalyst

B-601 Sea Mist CharkopKandivali West

701, Swati Apts,Opp Mega MallOshiwara, Andheri West

Abhishek Purohit( 91)-9619248213
http://www.facebook.com/socialcatalyst

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