1. Praxis Business School
WEB 2.0 Strategies - Praxis
A report
Submitted to
Prof. Charanpreet Singh
In partial fulfillment of the requirements of the course
Web 2.0
On 16th
March 2013
Submitted by Arunachalam Ramanathan
Jigar Kotak
Khanin Lahkar
Vignesh V Pugazhendi

2. Praxis Business School
Part 1
Introduction
‘Praxis’ as a brand was established in 2007 in Kolkata. The word ‘Praxis’ means to-do in
Greek. The goal of Praxis is to offer a bouquet of Management programs that combines the
art and science of theoretical learning with the virtues of practical training.
Salient features
- Praxis offered its first Management Program – The Post Graduate Program in
Business Management in the year 2007 in association with XLRI.
- The second program – The Post Graduate Program in Business Analytics was
introduced in 2011 as PwC & ICICI as the Academic Partners.
- Praxis established its academy – The Praxis Academy in the year 2012 to train
employees of the Corporate World. Employees of Axis Bank & Spencer’s retail are
currently being trained under this program.
- Praxis is also in the process of setting up a course for Sports & Events management
that would educate students in the domain of managing the various aspects of
conducting Sports & other Events.
- The consultancy wing of Praxis is also in the process of establishment. Projects for
Cadbury, HUL and Ernst & Young have already been done under the aegis of this
Consultancy Wing.
Channels of Communication
Praxis, right from the time of its establishment has involved in various communication
strategies to reach out to the Student & the people from Industry. Praxis also developed a
Student Social network – Kollaborative Klassroom for interaction between students & the
Faculty members for any Academic related activities.
The Communication strategy can be divided in to two major categories:
- External Communication: To reach aspirants & the corporate world.
- Internal Communication: To interact with students, Faculty members & the Alumni.

3. Praxis Business School
EXTERNAL COMMUNICATION
Purchased Media Owned Media Earned Media Transitional Media
Advertisements on
- Facebook
- Newspapers
Sponsorships to
- Pagalguy.com
- Social Media
Conference
Banners behind the
Auto Rickshaws
Praxis Campus
IMS Pamphlets
Prospectus
Praxis T Shirts
Word of Mouth
- Core Faculty
- Current
Students
Praxis Website
Wikipedia
Praxis Yi
Praxis E Cell
Social Media
- Facebook
- Twitter
- LinkedIn
- Pagalguy.com
Coaching Centers
- IMS
- TCC
Telegraph Articles on
- Spardha
- Praxis Business
School
Pagalguy.com
- Articles by
Faculty Members
Word of Mouth
- Alumni
- Visiting Faculty
IMS Advanc’edge
Alumni performance in
the Industry
Life at B School Tour
IMS B School Fair
NEN E Week
Product development at ‘Praxis’
Product development at ‘Praxis’ mainly involves designing a bouquet of Management
courses.
- The courses of PGPBM were developed on the basis of input from XLRI &
constantly change as the Industry requirement changes.
- An Advanced Marketing Research course was introduced from the batch 2011-13 to
equip students who aspire to enter the Market Research Industry.
- Experts at PwC & ICICI in collaboration with the faculty members of Praxis
developed the courses for the course PGPBA.
- Courses for the Events & Sports management are being developed by the Faculty
members of Praxis in association with the experts from the Kolkata Knight Riders
IPL team.
Brand Equity
The Brand Equity of Praxis saw a steady rise from the day of its inception.

4. Praxis Business School
- The relationship with Industry & the gradual increase in companies visiting the
campus shows the strength of the institute.
- The performance of the Alumni across various domains has strengthened the value
of brand in the Industry.
- Introduction of various management programs catering to different needs of the
Industry showcases the versatility of the Institute.
- The formidable list of Board of Governors & the faculty team is yet another proof of
the strength of the institute.
INTERNAL COMMUNICATION
Collaboration amongst Students & Faculty members
- Kollaborative Klassroom – Institute’s social network can be used by anyone with a
digital presence
- Internal Mail Server – Institute’s Intranet only accessible by current students &
management
- Student Board – Communicates between students and management
Student’s Performance sharing platform
- PGP Office – Communicates between students/faculty/admin etc about class
timings/exam timings etc
- Academic Information System (AIS) – Updated by the PGP office w.r.t course
information/student grades etc
Knowledge sharing platforms
- Kollaborative Klassroom (KK) – Used by students/faculty to share articles/class
notes etc
- Workshops & Guest Lectures
Student Engagement Processes
 Intra House – Cultural Events
o Rangmanch
o Khoj
 Sports Activities
o Praxis Premier League – Institute’s own cricket league
 Club Activities
 House Activities

5. Praxis Business School
PART 2
The strategy using Social Media
This report includes:
 Business Case
 Communication channels
 How the company could engage and benefit
 A short term and long term plan
 Identified risk areas and mitigation process
Business Case
For External Communication
To attract the target group to be a part of Praxis
• MBA aspirants
• Corporate
For Internal Communication
To create an in-house online library for reference purpose
External Communication
Communication Channels
Linkedin.com
Facebook.com
YouTube.com
Pagalguy.com
Twitter.com
Slideshare.com

6. Praxis Business School
Engagement of stakeholders & benefits to Praxis
The two important stakeholders of Praxis are:
 Aspirants (of Praxis and/or MBA), and
 Corporate
The engagement process for the aspirants is described below:
Aspirants (Formal Discussion)
Communication
Channel
Primary
Activity
Secondary
Activity
Benefits to
Praxis
Facebook
PR Team
• Updates about placements
• Announces the shortlisted
candidates for the upcoming
batch
• Informs college & faculty
members’ achievements
• Informs Praxis Alumni’s
achievements
• Informs Praxis Alumni’s job
shifts
• Discusses about class
sessions
• Praxis aspirants
should like
Praxis official
page
• Praxis students
sharing the
information
• Turns out to
be a medium
to attract
Praxis
Aspirants
• Increases
the Page
Rank in
Google
Search
• Makes
Facebook
page active
at all timePagalguy.com • PR Team
Twitter
• PR Team tweets about all
formal activities that happen
at Praxis
• Faculty members’ tweets
• Hash tag
college’s name
• Hash tag
company’s
name
• Embed faculty
member’s
Twitter account
in Praxis
website
• Share best
Twitter updates

7. Praxis Business School
in Facebook
YouTube
Create an official channel and upload
videos of:
• Class lectures
• Guest Lectures
• Interviews with faculty
members
• Tag the videos
with keywords
(like Praxis)
• Share the
videos on
Facebook and
Twitter
• Embed certain
videos in Praxis
website
Aspirants (Informal Discussion)
Communication
Channel
Primary
Activity
Secondary
Activity
Benefit to
Praxis
Facebook
PR Team
• Conducts photography,
quiz contests
• Uploads pictures of the
events
• Discusses current affairs
• Praxis
aspirants
should like
Praxis official
page
• Turns out to
be a medium
to attract
Praxis
Aspirants
• Increases the
Page Rank in
Google
Search
• Makes
Facebook
page active
at all time
Twitter • Students’ tweets
• Hash tag
college’s
name
YouTube
Upload videos of:
• Cultural Events
• Life @ Praxis
• Club Activities
• Share the
videos on
Facebook and
Twitter
• Tag the
videos with
keywords (like
Praxis,
Spardha etc)
Corporate (Formal Discussion)
Communication
Channel
Primary
Activity
Secondary
Activity
Benefit to
Praxis
LinkedIn &
Slideshare
• PR team creates clubs
and alumni groups
• PR team follows the
organizations that visit
Praxis
• Praxis students upload
their project presentations
and reports
• Brings
awareness
amongst the
corporate
• Creates
placement
opportunities
YouTube
PR team uploads videos of:
• Class lectures
• Guest Lectures
• Interviews with faculty
members
• Life @ Praxis
• Tag the videos
with keywords
• Share the
video links in
LinkedIn
Email
Current students should have a
signature as follows:
 Student Name
 Student
 Praxis Business School,

8. Praxis Business School
Kolkata
 LinkedIn link
 Facebook link
 Slideshare link
Internal Communication
Create a new platform for the internal communication.
Praxis Online Database
Contents could be:
1. Course Outline
2. Reference Materials
3. Case Studies (To be uploaded as per the directions of the faculty)
4. Assignment Submissions
5. Term project Submissions
6. Q&A Forum
 The database could serve as an knowledge base for future references
 Current and Ex-students can refer to them when its needed but cannot download,
unless the respective student was/is the creator
Short term Plan
To increase the engagement of the stakeholders on social media
- Dedicate a PR team for the activities and to monitor the happening’s on the social
media w.r.t Praxis
Long term Plan
To create an online database for the current and ex-students
- A database that could be a part of KK and maintained by students (current)
- It could be developed by the students
Risk areas and mitigation process
Type of Communication Risk Area Risk Mitigation
External Communication
Presence of fake individual
accounts
Only approved members can
see or comment in social
media pages
Spam entries
PR team should
monitor/screen the pages at
regular intervals
Abusive, Illegal or obscene
posts
• PR team should ban
that individual who
creates such posts
• PR team should
screen the pages at
regular intervals
Repetitive posts
Each individual in a PR team
should be allocated the
respective content (such as

9. Praxis Business School
videos, photos and
information), as they will be
aware whether the content is
repetitive or not
Internal Communication Copy and paste of content
Praxis students can only refer,
but cannot download
Results so far…
 PR team member posting a status about placement update gathered more likes
(higher reach) and is also visible to ‘Non-Praxis’ students/members of Praxis
Facebook page.

10. Praxis Business School
 If students are being a part of earned media then it changes the perception of an
outsider, especially when the discussion is informal