2. Index
Content Strategy
Custom Applications:
1)
2)
3)
4)
5)
Diwali Campaign
Valentines Day campaign
Quiz: Easy Tone Fitness Center
Recipe of the Week contest
My Lunch Box Contest
Twitter Contest
3.
4. Developing a Content Strategy
• Social media is built on creating dialogue with users
• Social Media Conversations are driven by users flocking
around Preferred Interests & NOT around Brands
• Content should inspire people to talk about it and the
business is then woven into the conversation contextually
• Ideally Brand Updates should be less than 10% of the Overall
Content Plan
5. Our Content Strategy
Yrals develops Monthly Content Plans in the following formats:
1. Brand Updates:
Brand and product focused updates that will highlight various aspects
of the properties, services, offers, events etc.
2. Category Updates:
Share content that resonates with the interests and sensibilities of the
TA yet maintaining brand perspective
3. Engagement Updates:
Build INVOLVEMENT & further Virality - Puzzles, Games, Memes,
Parodies etc. that trigger a high response ratio with respect to reach
6. Content Labels
Harvest Selects Highlights
Celebration
Workout Motivation quotes
Food Quiz
Engagement Updates
Food Art
Healthy Recipes
Pair It Up
Monday Morning Blues
Fancy Lunchbox
Celebrity Diets
Face-Off
Calorie Count
Harvest Puzzle
22. Diwali Campaign 2014
• Diwali Campaign for Harvest Selects is designed to enhance
the overall viewership and interaction for the Brand. We made
sure that the 3 C’s are completely in sync with the Brand
Image.
– Concept
– Creative
– Content
• The slides ahead will give you a better idea, as to what we’re
talking!
23. Targeted Medium: Facebook
What we have planned for?
• Diwali seems to be a perfect holiday to catch hold of people (Mainly Women)
getting active on Facebook. Shopping, exchanging wishes & gifting is the Agenda
that everyone has, during this time of the year!
• We tried to encash the same, and built a “SEND DIWALI GREETINGS” app via
Facebook apps.
• Incorporating a simple liner in the contest, to be creatively completed by the fans
• You are my BAG full of happiness, because…………………………..
(As people post Diwali wishes all through the week, we need to ask them to post
similar Diwali wishes for their friends via Harvest Selects Diwali App, inclusive of the
keyword, that forms the Brand’s Product USP – “#BAGS”
24. Idea: Creative| Content | Concept
I.
Creative: Interactive Cover Photo & App icon
II. Content: Facebook updates & tweets
III. Concept: Facebook app
Fan gate to make the non fans like the page, before they access the
contest “Click Like to enter the contest”
Fan gate to existing fans: “Send Diwali Greetings to loved
ones
Click to continue”
Reference - Da milano
29. App2 Valentines Day
Campaign
“Make your Valentine's day special by
associating the brand with the users.
Making them feel special. Users have to
upload their image with their special
someone they would spend this
Valentine's Day.
30. Flow:
Before- Like page: non-fan they have to first like the page
After like page- Instruction page, Here all the instructions & info about the contest is
given including prizes along with T&C’s. User clicks the "Get Started" button
Give permissions
Upload Page - Here the user uploads his/her image along with a special person they
want to spend this Valentine's Day. (pics can be uploaded from PC / FB albums)
Share Page - User can share this activity with their friends on Facebook.
User can also invite his/her friends to play this contest.
Users can view their entries in the gallery. They can also see other entries as well.
Benefits
– More Brand loyalty will be instilled in the fans.
– Will make the page more exciting.
– Since the users will stand a chance to win some cool prizes they will participate &
engage more with the page
Gratification: We can excite users by giving away goodies
36. App 3 – Easy Tone Fitness Center Quiz
Fitness Calculator
Check out Reebok’s fitness
calculator to tone your body out
Enter your Height and Weight to
calculate your BMI (Body Mass
Index)
Height:
Weight:
BMI:
37. Easy Tone Fitness Center Quiz
Features:
• The Easy Tone Fitness Center Application is an extension to the Reebok Easy
tone Application
• User has to enter the following details:
(1) Physical Attributes like Height and Weight
(2) Food Intake
(3) Intervals of food intake
(4) Exercise Routine
(5) Habits like Drinking and Smoking
• Based on User’s details, a result gets published advising the user steps to take
in order to maintain a fit and healthy lifestyle
38. ‘What’s Your Move’ Application
Choose the frames for YOUR MOVE and share it
with your friends to complete the Dance
39. ‘What’s Your Move’ Application
Your Move
Select your
friend to
share
YOUR
MOVE
40. ‘What’s Your Move’ Application
Features:
• User can choose 4 to 5 frames to perform a part of his ‘Move’
• User then has to share the first part of his ‘Move’ for his friend to complete the next
part
• Finally the friend sends the first and second part to a 3rd mutual friend to complete
the move which is published on all 3 users’ Facebook wall
• The ‘VIRALITY’ lies in friends collaborating to complete the ‘Move’!
• Maintenance:
Status Updates will revolve around themes chosen specific to the brand
communication
Standard updates that revolve around typical brand communication will
happen simultaneously
42. Facebook Application 4: Photo Voting App
Name: Recipe of the week!
Goal: To get more Fans & engagement on the Harvest Select’s page
Duration: At least for a month
Mechanism:
1. Like the Page
2. Fill in the details of the fun experiment
3. Upload the picture/ recipe of the same
4. Share it with your friends for votes
5. Invite friends to play the app
6. View gallery page
Frequency: Once in a week, we need to announce the winners.
Reference – more.Megastore contest
50. Name: My Lunch Box Contest!
Goal:
Stimulate first user experience
Increase the Engagement Index on Facebook & Twitter
Break the Clutter, by encourage Users Involvement
Mechanism:
Before Like page: for new fans
After Like : Instruction page
After get started – Users need to select Harvest select Bread from
various types of bread
Add veggies
Add sauces
Dedicate / Send it Sandwich to another Facebook friend
Expectation: Increase in page visits
51. 1] Retweet & Follow:
FLOW: A simple contest where participants stand a chance of
winning by following and Retweeting the brand’s tweets.
PRIZE: After the duration of the contest is over, the winners can be
chosen on a lucky draw basis / the one who has maximum
interaction with the brand
2] Photo Upload Contest:
FLOW: In this contest, users need to send in a photo of theirs and
associate it with the designated hashtag #DedicateADessert
Users get an opportunity to strike on interesting conversations with
your followers
PRIZE: The best or most popular picture can become an ambassador
on Social Media.
