Shankar Nabar of Mister Moon Media prepared an approach note for a social media promotion campaign for an organization. The document outlined a strategic, integrated plan involving discovery, design, implementation, and follow-up phases. Key deliverables included developing strategy and plans, an integrated approach using metrics, creative content, events, and gamification to engage audiences across social media.

1. S H A N K A R
n a b a r
Approach Note
For YOUR ORGANIZATION'S
Social Media Promotion
Campaign
Prepared by: Shankar Nabar
S H A N K A R
n a b a r Mister Moon Media

2. S H A N K A R
n a b a r Mister Moon Media Confidential
CONTENTS OF THIS PRESENTATION
SECTION 1 - INTRODUCTION AND APPROACH
Executive Summary
1. OUR UNDERSTANDING: ORGANIZATION
2. OUR UNDERSTANDING: Challenge to be
addressed
3. ABOUT US
4. OUR APPROACH AND SOLUTION
SECTION 2 - THE PROJECT PLAN
5. STRATEGIC ALLIGNMENT PHASE
6. FACT FINDING AND PILOT
7. PRESENTATION TO KEY ORGANIZATION
Leadership
8. REDESIGN AND IMPLEMENTATION PHASE
9. FOLLOW-UP PHASE
SECTION 3 - KEY DELIVERABLES
10.STRATEGY AND PLAN
11.INTEGRATED APPROACH
12.CREATIVE
13.CONTENT
14.EVENTS
15.GAMIFICATION
16.PROJECT TEAM STRUCTURE
16.END
2

3. Executive Summary
• The Project Plan will be an expertise-based customized
plan, which will take into account specific ORGANIZATION
nuances and requirements, provide support and guidance
in the implementation process and take joint ownership i.e.
partnering
• With the clear goal of WINNING THE Marketplace and the
associated systems and process driven approach supported
by technology, our plan brings together, from the
Diagnostic phase, the elements required to be incorporated
and/or Social Media Promotion Campaign for Marketplace
readiness. This will ensure that the Social Media process is
not at cross purposes with the rest of the Political
Campaign initiatives and does not have to be repeated
• Best Practices and Benchmarking is a cornerstone of our
approach – it ensures that the learning already available is
applied without having to go through the entire learning
cycle
• Our Integrated Project Management methodology ensures
that the large scale Social Media Promotion Campaigns in
multiple areas within Social Media, many of which will be
done concurrently, are planned and phased and brought
together by design.
S H A N K A R
n a b a r Mister Moon Media Confidential

4. OUR UNDERSTANDING:
YOUR ORGANIZATION
This activity is PENDING.
S H A N K A R
n a b a r Mister Moon Media Confidential

5. OUR UNDERSTANDING:
Challenge to be addressed
The Background :
The ORGANIZATION initiated the development of Best Practices for Social Media of THE ORGANIZATION, to achieve its mission i.e.
strive to develop and empower our Social Media to deliver world class & strategic communication to THE ORGANIZATION and the
public in general. The ORGANIZATIONAL-Social Media initiative proposed to partner with us for the STRATEGIC Social Media Campaign.
This is a comprehensive module that will meet the requirement to win and influence a large section of the Target Audience by the end
of the Campaign Period. The New Social Media Strategy is a replacement of all to date approved Social Media initiatives with The
ORGANIZATION and its Affiliates. The ORGANIZATIONAL Social Media Team is to manage & execute this project in coordination with
Mister Moon Media Social Media Managers and Consultants
Specific and critical needs and expectations from the AN ORGANIZATION have been filtered and translated into expectations for
Mister Moon Media, who will implement this.
Critical elements of the Marketplace Challenge & our pledge :
• Integrated approach of the different Social Media processes and systems is key for overall success : We understand just how critical
this is and have a senior consultant dedicated to address this at every stage of the project
• Specialized and mature skills of consultants : Our consultants are well versed in the local nuances and are focused on providing
customized solutions and personalized attention, to handhold all the internal ORGANIZATION Leadership and THE ORGANIZATION to
make them Social Media Promotion Campaign-ready through the entire Marketplace Campaign process
• Adherence to timelines : Recognizing the urgency of this ORGANIZATION imperative, we have planned for and kept our consultants
ready for a quick turnaround to kickstart the project
S H A N K A R
n a b a r Mister Moon Media Confidential

6. ABOUT US
• We bring together a diverse group of consultants, who possess specialized skills and experience required
for a Marketplace Campaign exercise of this scale and complexity
• They are driven by values of Professionalism, Personal Integrity, Responsiveness, Respect for Diversity, a
Collaborative Approach, Commitment and Initiative
• The basic philosophy driving this team is all about collaboration, partnering and providing personalized
attention to considerably complex situations. Not only do they bring their expertise, they also bring their
empathy and unstinting support to successful Political Marketplace Campaigns
• BRIEF PROFILE OF SHANKAR NABAR :
– Shankar Nabar has a Masters in Management from a Premier Business School in India and 15 years of experience in
the Industry of which 10 is in Management and Executive roles with large and small Technology and consulting firms.
He is widely read and has strong interests in Business, International and National Politics, People, Places, Global
Economics, Social and Business Networking and Cultures.
– He was an early adapter and EXPERT of Social Media and CONDUCTED WORKSHOPS ON THE SUBJECT AND WEB 2.0
much before it was considered to be popular in 2008. He is now an Entrepreneur, Management and Social Media
Consultant.
– You can see the blog post made in this regard .. Here … http://shankarnabar.blogspot.in/2009/12/art-of-social-and-
corporate-networking.html
S H A N K A R
n a b a r Mister Moon Media Confidential

7. OUR APPROACH AND SOLUTION
S H A N K A R
n a b a r Mister Moon Media Confidential
Discovery &
Fact Finding
Develop &
Frame Social
Media
Promotion
Campaign
Mandate
Design & Realign
Management
Structures,
Systems &
Processes
Implement and
Monitor
Social Media Promotion
Campaign Communication Efforts
4 weeks5 Weeks 12 weeks
Project Plan
& Set up
1 Week
Prepare ORGANIZATION for
Social Media Promotion
Campaign

8. SECTION 2 - THE PROJECT PLAN
STRATEGIC ALLIGNMENT PHASE
• Determine ORGANIZATION Leadership, core project team, roles and responsibilities,
confidentiality guidelines, reporting and expected outcomes
• Clarify project scope, goals and objectives, timelines and measures of success
• Establish communication strategy
• This will include a 2 day offsite with THE ORGANIZATION team and our core team of
consultants to finalize project milestones, steering committee interaction dates and time
commitments, project review dates and red flag process amongst other pre-launch
activities
S H A N K A R
n a b a r Mister Moon Media Confidential

9. FACT FINDING AND PILOT
Key Highlights:
• Benchmarked analysis of the effectiveness of the Social Media function
• Segmented analysis by key ORGANIZATION characteristics
• Comprehensive roster of key attributes of an effective Social Media function
• Complimenting the Marketplace Alignment Tool and Performance Benchmarking Suite, part of a complete
suite
of Social Media function assessment and benchmarking tools from a reputed and trusted service provider.
S H A N K A R
n a b a r Mister Moon Media Confidential
• Create high-return targeted interventions to segmented feedback
• Clear Understanding of where Social Media function is excelling or
underperforming
• About 1-2% of the Total Budget will be used for the Pilot. For
example if the total budget is a 100 Crore. Then 1-2 Crore will be
spent on the pilot in certain Test Markets to get data about Usage,
Specific Media, Response and Sentiment to THE ORGANIZATION
Manifesto and Emotional and Ideological leaning. We will also get
data on what kind of content is being AMPLIFIED THE MOST and
on what media and forums..

10. PRESENTATION TO KEY
ORGANIZATION Leadership
S H A N K A R
n a b a r Mister Moon Media Confidential
Key DeliverablesActivities
Strategy review
 Bring all leaders to a common platform to collectively articulate Marketplace
aspirations and quantify the success metrics; conduct a half day session with the
steering committee to share our first thoughts on the current ORGANIZATION
context and future strategic priorities and goals
 Validate priorities and obtain sign off on project implementation plan
Strategy review
 Marketplace/ strategic
ORGANIZATION priorities
over a 1-2 years timeframe
 First thoughts on current
realities and future goals

11. REDESIGN AND IMPLEMENTATION
PHASE
S H A N K A R
n a b a r Mister Moon Media Confidential
Our effort will be to also address these
critical perspectives which are crucial to
long term success
Professionalize
THE
ORGANIZATION
Create an
awareness and
acceptance of
Social Media
Promotion
Campaign
One cultural
identity
Align the
management
team in one
direction
• Communicate who
we want to be & how
we will get there
• Clarify the new ways
of working
• Monitor & reinforce
• Then monitor and
reinforce again
• Collectively articulate what “future
success will look like to create
ownership and accountability
• Clarify collective and individual roles to
be performed
• Integrate the old and
the new cultures to
leverage the best of
both worlds
• Institutionalize professional talent
management systems and processes
• Adopt professional governance & management
practices
• Re-jig the talent pool across Marketplace
critical roles
• Establish individual accountabilities

12. FOLLOW-UP PHASE
S H A N K A R
n a b a r Mister Moon Media Confidential
ORGANIZATION
Employees
Perception
Measures
Social Media
Operational
Measures
Cost Ratios
Industry
based
Cross
Industry
Global
Best
Regional
Best
Productivity
Measures
DataBasedReports
Customized
Benchmarking
Consultant’s
Network/Database
Desktop
Research

13. SECTION 3 - KEY DELIVERABLES
STRATEGY AND PLAN
S H A N K A R
n a b a r Mister Moon Media Confidential
NEW SYSTEMS FAMILIARIZATION WORKSHOPS
• These will be taken up on an ongoing basis as and when new systems are designed
and are ready to be implemented.
• Extensive Training will be provided to equip the managers and supervisors to ensure
that they in turn can use these systems effectively.
• This will be closely tied in with the Social Media Promotion Campaign Management
Communication exercises to ensure that there is no resistance in adapting to the
new systems, processes, structure or policies.
This would also include:
1. The Media Plan
2. The Media Buying
3. Organizing Social Media experts for Training
4. Contract Operative and Systems Administrators for Operations

14. INTEGRATED APPROACH
THE ROLE OF METRICS IN INTEGRATING THE
FRAMEWORK
• Aligns with the Diagnostics Team
• Define the data that need so be collected
• Data Collection Formats are designed
• Data Collected is analysed
• Conclusions are drawn
• Inputs given to Design Team and Execution
Team
• Tracking progress and Trends by updating the
Data Collected periodically
• Works closely with Best Practices and
Benchmarking team
• Institutionalize the Data Driven
Methodologies with THE ORGANIZATION team
S H A N K A R
n a b a r Mister Moon Media Confidential

15. CREATIVE
• We have access to some of the
best Creative professionals in the
Market for Digital Marketing and
Social Media Creative Work such
as Copy, Art and Design.
• This would come from the
Strategic Plan and Integrated
Approach
S H A N K A R
n a b a r Mister Moon Media Confidential

16. CONTENT
 Content will be created by Media,
Television and Film production experienced crews.
 Good Content is critical to the success of our Program.
 Amplification on Social Media will be enhanced by food
content (result of sharing , Liking, Commenting on Posts and
Advertisements)
 After all Social Media is only a Medium, the MESSAGE will get
created here based on the Creative Inputs.
S H A N K A R
n a b a r Mister Moon Media Confidential

17. EVENTS
• A large number of ACTION ORIENTED
occasions and events will create the required
degree of EXCITEMENT in the Target
Audience.
• This is Make or Break for us.
S H A N K A R
n a b a r Mister Moon Media Confidential

18. GAMIFICATION
S H A N K A R
n a b a r Mister Moon Media Confidential

19. S H A N K A R
n a b a r Mister Moon Media Confidential
PROJECT TEAM STRUCTURE
ORGANIZATION
Leadership
&SocialMedia
team/
Steering
Committee
Managing Consultant
Project Director
And Integration Architect
Project Manager Technical Advisor and QA
<- - - - - - - - - - - - - >
Managing Consultant Managing Consultant
Consultant Consultant Consultant Consultant Consultant Consultant Consultant
Senior AnalystSenior AnalystSenior AnalystSenior Analyst Senior Analyst
Operatives Operatives Operatives Operatives Analyst