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TRANSCRIPT
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Tone
Retain and echo the ethos of Escorts Group
Format
Primarily images & videos
Content
Effective story telling – Educative and or
entertaining
Relevance
Track and implement important keywords to
catch the attention
Our approach
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Objective One• Reach more people through
extensive network• Drive traffic to other corporate
channels • Deliver message to new
audiences
Solutions• Promote Products & Services • Amplify CSR initiatives• Position Escorts Group as the
innovative engineering leader• Apps to drive audiences
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Content Pillars
• Products & Services• Industry Beat• Engagement Led Content• Appification
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Products & Services• Create conversations and
engagement about cutting edge technology & innovations by Escorts
• Sample post – India’s first ever Inverter powered tractor from Escorts! Here’s the Supermaxx solution!
• Insert Creative - http://www.escortsgroup.com/brands-and-products/agri-machinery/tractors.html
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Industry Beat• Become the Industry and
cross functional domain news disseminator thus driving more people to join the conversation
• Sample Post – International agricultural expo
kicks off today in Assam. What innovations are you looking forward to?
• Sample Creative - http://articles.timesofindia.indiatimes.com/2014-01-08/guwahati/45990898_1_agriculture-minister-assam-agricultural-university-myanmar
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Engagement Led Content• Topical, CSR initiatives
festivals and fun facts drive people to interact with the brand thereby making it human
• Sample post – Our employees reached to xx NGO and donated time for the less privileged
• Sample Creative
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Appification• Engagement Led apps for- Highlighting path breaking
products- Digital Tractor Race- Careers with Us Facebook app- iPad magazines
• Sample Creative for FB app
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Objective Two• Expertise sharing & positioning• Connect with industry peers• Create expert groups
Solutions• Resonate Expert Point of View• “Thought Starter” threads on
LinkedIn• Promote internal digitisation via
content
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Resonate Expert Point of View• YouTube video series - Researchers- R&D specialists- Engine test solutions- Factory Tours
• Sample Creative
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“Thought Starter” threads• Create threads on LinkedInabout- Transition of manufacturing
operations from a physical intensive model to a knowledge
- Is Six Sigma Lean creating any real time impact in reducing manufacturing defects?
• Sample Post
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Promote internal digitisation• Create content around
Escorts Knowledge Management and focus on innovative solutions
- Industrial Design- Infographics of field data
acquisition- Tractor testing
• Sample creative
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Objective Three• Create alumni network• Engage employees• Attract potential employees• Connect with engineers, design
experts, marketing professionals
Solutions• Amplify accomplishments by
Escorts• Employee of the Week Initiative• A real job preview YouTube
Talkshow• Hangouts with C level
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Amplify accomplishments• Promote & project the historical milestones of Escorts• Create & develop content about the diversified verticals • Showcase Escorts as one of the best places to work• Highlight engineering excellence as the communication
takeaway• Vocalise adherence to domestic and international quality &
environmental standards
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Proposed Activities• Employee of the Week Initiative- Shortlist one employee per week to create testimonials and highlight their
professional achievements in Escorts
• A real job preview YouTube Talkshow- Create video content with the HR team and showcasing the recruitment process
• Hangouts with C level- Google Plus hangouts with prospective students where we can project Escorts as
the place which nurtures excellence
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• Social networks are mainly about sharing and engaging with content that´s why Engagement Rate is one of the key metrics to measure the social media performance
KPIs
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• When we talk about Engagement, we are referring to the activity on your page, to fan interactions to the posts
There are several types of Engagement metrics:
• Interactions – Like, Comments, Shares, Replies• Reach – the percentage of fans that have seen your post • Engagement Rates – a formula for quantifying a brand’s success
Why is Engagement Rate the #1 Social Metric?
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Defining Engagement Rate
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What to Look Out for When it Comes to Engagement Rate
• For Pages with smaller fan bases, the Engagement Rates may grow dramatically, especially if a post goes viral
• It can be argued that not ALL people interacting are necessarily fans, however, a clear majority of the responses, questions, and posts are done by fans
• Engagement Rate is a metric that has been developed and shared with many on the market. In fact, it has become today’s standard for measuring social media success
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Concepts #IndiasEngineeringMarvels
• Talk about path breaking innovation via content
• Integrate offline and online communication
Innovative Experiences
• Get people to share their experience about innovation
• Quality content to be leveraged to drive innovations
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Paid Facebook campaigns
• Leverage ads to create digital awarenessStamp Ads
• Product related information to be promoted for garnering impressionsSponsored Stories
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YouTube promotions
First Watch TrueView In-Stream Mobile Road block
YouTube display ads
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LinkedIn promotions
SlideShare Content Ads Recommendations Ads Sponsored Polls
Rich Media Ads
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Conclusion•We will be correlating the content vis-à-vis with the
performance for the initial 3 months phase •This will help us garner deeper insights to cater with
the ‘right’ content for the fans•A media push will enable us to garner greater
traction
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LinkedIn promotions
SlideShare Content Ads Recommendations Ads Sponsored Polls
Rich Media Ads