Social Media Management Proposal

09th July
2019
 A 360 degree agency that provides services across creative,
social media management, strategy & planning, media planning
& buying
and ORM with offices located in Mumbai and Hyderabad.
 Core Team

Leeladhar Laheri, Vamsi Krishna, Shrikant Menon, Karthik Krishnan, Sunil

Head of Media Head of CEO & Managing Creative Director Balachandran,
Operations Partner Head of Servicing
Lee has over 16 years Dynamic professional A digital thinker, Previously worked With 7+ years of
of media experience, offering about 15+ marketer and with agencies like digital experience,
with 12 years in years of experience strategist with close Isobar, Ogilvy and his he’s worked at
Digital Media. A reflecting pioneering to 15 years of last stint before agencies like
leader in Media & experience and experience in digital joining TDS was with Interactive Avenues
strategy with award record-breaking marketing, sales Terribly Tiny Tales. He and Isobar; along with
winning stints at performance in BPO strategy, media has worked on many his most recent stint
leading agencies, Infrastructures, planning, market campaigns which at Times Internet. He
publishers like FCB Strategy Planning, Key research and business include Vodafone brings with him a
Ulka, Mindshare, Account Management, development. Zoozoo’s, Old Spice background in client
Network 18. Build Channel Management, Mantastic Man, P&G servicing, planning
media for brands like Client Servicing and Shiksha. and strategy.
Idea Cellular, Cathay Business Analysis.
Pacific, TCS, Tata
Our Services
Social Media Management Influencer Management
Platform strategy | Content strategy and Campaign amplification | Meeting every category
management Analysis & report Trendspotting needs Micro & Macro influencers

Website Development and Online Reputation Management

Management Responses to queries | Review administration
Responsive layout | E-com led Track across digital platforms | Category
User friendly interface | SEO friendly Listening and Insights | Crisis Management

Search Engine Optimization Media Planning and buying

Keyword planning | On page optimization Display advertising | Social Media | PPC
Off page optimization | Revenue Optimization Programmatic Native | Mobile | Geo-targeted
via Paid | Consumer Behavior Insights

E-commerce Strategy Video production

User friendly landing page | Brand store on Conceptualization and ideation | Scripting
E-com platform | Audience strategy | End to end Shooting| Post production
management of sales | Reporting and analysis

Brand Identity and Building

Brand purpose | Audience definition | Brand positioning | Brand awareness | Brand sustainability
 Our Clientele
Social
Media

Website & SEO

 Our Clientele
ORM

Brand reputation Addressing

Resolving test related Tackling product Building an army of
during the Maggi misconceptions
queries enquires/complains loyal consumers
controversy people have about
the brand
Medi
a
Our Clientele
Brand Identity

Brand logo| Brand Brand identity| Brand

identity| Brand Brand logo| Brand Brand logo| Brand Brand logo| Brand
launch in Indian
launch| identity| Brand identity| Brand identity| Brand re-
market | Brand
Marketing collaterals packaging packaging vamp | Marketing
sustenance
collaterals
Vide
o
 Our Clientele

Campaign
 Our Partners
Core and Advisory Team

Part of The Social Street group

company, Introupe films is an Mani Ratnam Pradeep Uppal
experienced group of craftsmen known Renowned Editor apati
for creating bespoke content that is Managing Partner
connected to the real world.

Build with a team of producers,

writers, directors, cinematography,
music producers, editors, special
effects etc. catering to any video Vishuvardhan Narayana Sreekar Prasad
contenthttps://vimeo.com/album/5595606
ShowReel: requirement, ranging from TV Renowned Director Uppalapati Renowned Editor
to Live to Digital to Animation to 6 Eminent Producer
Seconders
 Our Partners

Programmatic Buying
AMP Amsterdam is a global Digital Celebrity Rights with Hyperlocal
leader in sound design, identity Management & Content Targeting
and innovation. Creation
This strategic tie up is to
help brands in India leverage the
science of sound in their brand
communication and build those
services via Social Street ​
 Our Partners

Works is a creative, design and brand agency Virtual Reality,

delivering practical solutions for their clients Augmented Reality And
and partners across the sports and Mixed Reality
entertainment industries. They have been
creating award winning design work for
29 years, helping people and organisations
across the globe communicate, entertain, and
share stories with their fans, consumers,
sponsors and investors. 
Awards
6 ABBYs GOLD - 2017-18

1 ABBYs SILVER – 2017-18

4 ABBYs BRONZE – 2017-18

3 BIG BANG GOLD – 2017-18

1 DRAGON ASIA BRONZE - 2017-18

1 EMVIES BRONZE - 2017-18

2 ABBYs GOLD - 2016-17

1 ABBYs BRONZE – 2016-17

Our Strategic
Clients
MTR Foods

Headquartered in Bangalore, MTR Foods has

been with us since 2018.

We provide them with integrated solutions,

that remain in line with the brand’s business
objectives. Over the course of our partnership,
we have helped MTR Foods revamp its e-
commerce platform, while ensuring ever
improving conversions via insightful
communication and targeting.

Scope of work:
• Brand Requirements
• Creative
• Social Media
MTR Shop Stimuli Marketing • E-commerce
E-commerce Led Platform Done through contextual
• Media
targeting. Serves visually driven
ads on a particular context. • Website design and maintenance
British Council

An ongoing association since early 2016.

Scope of Work:
• Social Media
• Paid Media
• ORM
British Council
Catering to the Global Social
Media Managing all social platforms across all English-
handle for British Council
Speaking countries, with a focus on the IELTS division
of British Council. The content revolves around
disseminating information about the tests, expert
guidance, live sessions, ensuring regional focus is
maintained.

The paid media campaigns are geared towards

achieving awareness for the test, while also driving
app installs for the IELTS test app.
Dolby
Technologies
An ongoing association since 2018

Scope of Work:
• Social Media
• Website Maintenance
• Video Production

Dolby’s recent shift towards a B2C communication

route has allowed us to explore multiple
approaches across digital.

The continuous reinforcement of the Dolby

experience has strengthened the brand and, in
turn, had a positive impact on recall and
understanding of how Dolby impacts an
entertainment experience.
ITC Personal
Care
App created on Facebook
An ongoing association since July 2018

Brands:
Engage, Vivel, Nimyle, Savlon, Charmis,
Dermafique(ORM), Fiama Di Wills (ORM)

Scope of Work:
• Social Media
• ORM
• Video Production
Play video

We started with 2 brands Engage and Vivel,

bagged 5 more later that year. The main objective
is to build awareness around the brands, drive
engagement, thereby increasing conversation
Play video around the brand. In addition,
Some of our other work
Digital Content
Always On
Content

British Council
Catering to the Global Social
Media
handle for British Council

Engage
#StolenMoments
Unique visual identity
& highlighting product
purpose
 Campaigns

Play video

MTR #BowliBachan Protinex #TaketheHint

Real Time communication, Imparting education on protein deficiency
leveraging and muscle health in India, during the
IPL through a Bowli Mascot protein week
 Moment
Marketing

Play video Play video

Exide - #BatteryNahiExideBolneka MTR – WowIdliChallenge

Leveraging India’s Biggest superstar's movie release Garnering UGC on this occasion and
with a quirky, yet effective brand connect increasing awareness about their idli
product
 Launch
Campaigns

Play video

8 Hours – A secret book launch TeenNick #BestTimeEver

A unique book launch where the protagonist The first ever integration of WhatsApp
came alive on social media to TV, targeting teenagers with a best
party ever
 Perception Building

Play video Play video

Dolby - Noise Nahi Experience Ching’s Secret - #IndiaKeHungerKiBajao

Building a favorable perception by breaking myths Defying the Maggi controversy by articulating
about Dolby after misrepresentation by the brand purpose
Maharashtra CM
 Fan
Engagement

Bengaluru Tiger’s #TagTheTigress Vivel - #EverydayGoddesses

Virtual engagement through a digital mascot Encouraged women to share their choice of
modern-day weapon that empowered them during
Durga Puja
Video Content
 Snackable Video

Play video Play video Play video Play video

ENGAGE AXIS MTR CHARMIS

Explainer Video Guerilla Video

Play video Play video

HDFC SmartUp AXIS MF - TaxMan

Illustration Video Kinetic Typography Video Digital Film

Play video Play video Play video

HDFC – Future Perfect IDFC Bank (Not Live) DHL

Campaign
 How do we
Build
Communication?
 How do we Approach Communication?

Content Platform Audience

 How do we Activate communication?

Content Platform Audience

Context Format Insight

How do we look at content?
 Social Media Brand
Analysis and Approach
 Brand Analysis
• Reach and Engagement of the organic content
on the page is low.
• The content at the group level should also talk
about the work culture, people and their growth.
• The images across posts are not edited to a
specific size. They can be templatises for a
consistent and refined look, add quotes for more
engagement.
• The YouTube channel has no videos. We need to
create playlist specific to the companies, brands,
CSR & Careers
 Platform Strategy

Social Hub News desk Professional Hub Storyteller

Customers
B 2 B Specific
Students
PR Industry Specific audience
Employees
Investors CXOs PR
Ex- Employees
Market Analyst Investors Investors
Industry Specific
Market Analyst
audience

Leverage to connect
See this platform from Share Knowledge and
with the youth at large
an editorial lens. expertise in the industry.
– involve them in
Leverage it highlight Leverage our CXO vision and Create playlist specific to the
conversation related to
our brand ethos, news, mission via LinkedIn's companies, brands, CSR &
carrier careers
awards and Publishing Platform and Careers
Leverage experts
achievements, share LinkedIn groups.
speaks and knowledge
industry events and Engage with a talent pool for
sharing content
further recruitments.
 • The visual and content approach needs to have a global
appeal.
• The content at the group level should also talk about our
work culture, our people behind the success. We also need
to create engaging content to strike a conversation with
Recommendation the millennials.

s • We can templatize our creative for a consistent and

refined look.
• Cross promoting our other companies on Group pages,
their social destinations, the new property launches etc.
• It is also important to be part of culture and leverage the
relevant micro moments
 Brand Analysis
• Reach and Engagement on all our platforms is
low. Most of our content is reaching out
organically to our current and ex employees.
(majority of engagement is from employees or
ex employees)
• The content on social platforms could be more
engaging if we leverage innovative platform
specific formats
• Content Pegs like Company culture, National and
international event, technological innovations
should be leveraged more
• The product shots could be enhanced to stay
ahead of the international competitors
 Platform Strategy

Social Hub News desk Professional Hub StoryTeller

Students B 2 B Specific
Employees
Ex- Employees PR CXOs Industry Specific audience
Industry Specific
audience Investors

Leverage to connect
Share our knowledge and
with the youth at large See this platform from
expertise in the glass industry.
-interested in the Glass an editorial lens.
Reach out to industry specific
Industry Leverage it highlight Showcase our capabilities and
individuals and CXO level
Leverage experts our brand ethos, news, product innovations in a video
leverage the content via
speaks and knowledge awards and format which is most engaged
LinkedIn's Publishing Platform
sharing content achievements, events
and LinkedIn groups. Engage
through Facebook Live, and products offerings
with a talent pool for further
Product video etc
recruitments.
 • The visual and content approach needs to have a global
appeal.
• As a global brand, it is important to showcase our capabilities
and our product offerings across sectors through visually
appealing content formats – gifs, static , videos, etc.
Recommendation • The content needs to be promoted to the industry specific TG
s through media spends. This will also help us in increasing
awareness and engagement.
• Website- Social sharing buttons on the websites is a must.
• Cross promoting your social channels across all your digital
domains is necessary.
Brand Analysis

• Reach and Engagement on all are platforms is low.

Most of the content is reaching out organically to
current and ex employees.
• The content on social platforms is not receiving
engagement from new audiences.
• While informative posts, a key takeaway can be
showcased on the image itself.
• Principles of Science applied at work could be
discussed more frequently.
• Additional content pegs like Company Culture
andTechnological Innovations should be leveraged
more
• Arrange videos in playlist for easy access on
YouTube
 Platform Strategy

Social Hub News desk Professional Hub Storyteller

B 2 B Specific
Pharma & Biotech CXOs
Students Large, mid and small Pharma
Employees and Biotech’s
PR Industry Specific audience
Ex- Employees Generic and Virtual Generic
Industry Specific companies
audience Specialty PharmaCMC
consultants

Leverage to connect
Share our knowledge and
with the youth at large See this platform from
expertise . Reach out to
-interested in Pharma an editorial lens.
industry specific individuals Showcase our capabilities and
Industry Leverage it highlight
and CXO level leverage the product innovations/ services
Leverage experts our brand ethos, news,
content via LinkedIn's in a video format which is most
speaks and knowledge awards and
Publishing Platform and engaged
sharing content achievements, events
LinkedIn groups. Engage with a
through Facebook Live, and service offerings
talent pool for further
Product video etc
recruitments.
 • We can plan different content themes for discovery,
development, manufacturing, antibody drug conjugation,
nutrition solutions etc.
• Create animated videos on generic concepts related to the
Recommendation industry which engage the pharma and biotech TG in a more
engaging format.
s • Engaging projects for college students, e.g. making a chart for
the “Human Genome Project” or “PCR“
• Launch an online competition around industry specific topics
to encourage conversations around the industry
ORM Analysis
 A High Number of mentions for Piramal Group were received from
content related to the Budget and CSR Activities

UserScreenname UserFollowersCount
CNNnews18 4200408
CNBCTV18Live 658010
Mentions CNBCTV18News 639506
sikka_harinder 27025
13 News18Bengali 10069
Maaachaaa69 5961
51
Sofia75621 5505
PiramalGroup 4476
wisehussein 3982
medicine_maker 3435
SaveAravali 2655
192
muralikumarje 2545
Word AdityaD_Shah 2262
atul1chaturvedi 2202
Neutral Positive Negative Cloud VijayDasPawar 1801
Share of travelligence 1584
Voice dharamjee 1322
Shankarrao1753 1102

Key Influencers tagging

Influencers

Media
Type Source: Konnect Insights ; 30 Day Data
 Lower level of mentions for Piramal Pharma, with the majority of
mentions coming via news articles

Mentions
1
5

UserScreenna UserFollowersCou
me nt
199
Word kumarmanish9 11914
Neutral Positive Negative 140 Cloud
120 CollectorGnr 5906
Share of 100
Voice 80 BiovoiceNews 2351
60
40
20 Key Influencers tagging
0
News Facebook Public Twitter Public Influencers
Posts Tweets

Media
Type Source: Konnect Insights ; 30 Day Data
 Piramal Glass had the least of the mentions across the three brands,
with news being the highest contributor

Mentions
1

15
User Screen User Followers
Name Count
Save__human 57323
PiramalGroup 4476
43 Economynext 3218
PiramalFdn 2098
Word SuvodipKarmak
a3 1323
Cloud
25
Neutral Positive Negative
24 Shahzebalvi4 1191
Share of 23 Vikbec 1109
Voice 22
21
20
Key Influencers tagging
19 Influencers
18
News Twitter Public Tweets

Media
Type Source: Konnect Insights ; 30 Day Data
 SOV – Brand vs. Key Competitors

Piramal Group Piramal Pharma Piramal Glass

3% [PERCENTAGE] [PERCENTAGE]
Mahindra
12%
Aditya Birla recipharm
4%
23%

Godrej
12% Gerresheimer
47%
Lonza ardagh group
Tata 39%
50% 46%

Reliance Patheon
19%
31%

Piramal Group Vs Piramal Pharma Piramal Glass Vs

Competitors Vs Competitors Competitors

• For Piramal Group, Tata Group has the highest SOV at 50% , with Piramal Group having 3% of The SOV
• Furthermore, for both Piramal Pharma and Piramal Glass, the SOV seen is the lowest when compared to its competitors.
• Thus suggests a need to conduct periodic campaigns that engage audiences and help to increase SOV on social platforms.

Source: The data shown for Sentiment Analysis is from Konnect Insights Tool over 30 days for
 Learnings

While Piramal Group sees a The SOV for Piramal, in The mentions received are
high rate of mentions, the comparison to its nearest primarily from news articles
Pharma and Glass divisions competitors shows that and Twitter, suggesting that
do not. there’s room for the latter be considered a
improvement. key social channel.
Our Approach
ORM Strategy
Objectives Defined

Enhance Brand Value

Proactive Engagement

Crisis Management

Monitor Sentiments
Our Approach

 Understand social chatter about Piramal Group,

Piramal Pharma Solutions and Piramal Glass.

 Monitor Sentiments consistently

 Leverage online tweets/ conversations by sharing

it with social media teams to create content
around trending topics or buzz.

 Crisis management - Track, escalate, contain &

engage incidents / messages that have an
adverse impact on brand

 10AM to 6PM Mon – Fri (5days a week)

 ORM Workflow

Keywords & Monitoring Analyze

Brand Identify Mention Action taken
Analytical
Conversations Buckets
Tools Discussions

• Piramal • Official Social Dear Customer,  We

group Media Handles- Negative/ have noted your
Negative
• Piramal Facebook, Piramal Group/ feedback. We would
Pharma Twitter, Complaint request you to DM us
• Piramal Instagram, your contact details to
Glass YouTube discuss this further.
Looking forward to your
• Discussion sites Neutral / cooperation.
Thanks for messaging
Neutral
3rd party Piramal us. One of our experts
Glass / will contact you
query shortly

Positive/ Dear Customer,  Thank

Positive Piramal Group/ you for the kind and
Compliment encouraging words.
 Crisis Management

Apprise
Respond everyone
Monitor the A Plan is a
Assess the promptly and about the
source & Guide, Play by
damage be facts and
situation the hour
transparent clear the
myth

    RISK MATRIX  
    Severity  

Possible but Possible and Definitely

Likelihood  Highly Possible
improbable probable happen
 
Negligible Moderate Critical Catastrophic

Med High Extreme Extreme

Med High High Extreme

 

Low Med High High

 

Low Low Med Med

 

             
Next Steps

• Set up a Tool for listening

Tool • Feed in brand keywords to the listening tools.
Setup

• Monitor conversations on social media platforms like Twitter, Facebook, &

outside of social media like blogs, discussion forums and other websites.
Analyze

• Identify Negative conversations from influencers that are damaging to the

brand
Action

• Leverage the online conversations & share with social media for creating
content around trending topics or buzz.
Amplify
 Team Structure
 

Add a footer 60
 Proposed Team Structure

Supervisory Team

CEO at The
Digital Street
Shrikant Menon

Head – Client Creative

Head Media Head -
Servicing Director
Leeladhar Operations
Sunil Karthik
Laheri Vamsi Krishna
Balachandran Krishnan

Involving higher management to ensure smooth functioning and understanding about the
brand
 Proposed Team Structure

Piramal Team

Account
Director

Account Social Media

ORM Manager Art Director + Senior Copywriter
Manager Manager

Account Social Media

ORM Executive Visual Designer Copywriter
Executive Executive
 References

Brand Contact Designation Contact No.

Director Marketing- India 9811485285

Dolby Sameer Seth

Head- Media & PR 9582252474

ITC Personal Care Jaikishin Chhaproo

Global Campaign Manager 9003045830

British Council Rishikesh Joshi
 Costings
 

Add a footer 64
 Retainer
Costings
Brand Activity Platforms Cost/month
Piramal SMM + ORM Retainer Facebook, Twitter, LinkedIn, 5,85,000
(Corporate + YouTube
Pharma + Glass)

*Up to 30 Posts /Month across key

platforms
**Non-Inclusive of Video Costs
*** Non- Inclusive of Taxes
Thank You!