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Cuesent
May 18th, 2012 | Bangalore, India

All information, ideas, strategies and concepts explained or
detailed in this report is exclusive intellectual property of
AliveNow. This proposal and its contents are only for the senior
management and the marketing team of Cuesent. This proposal
CANNOT be shared with any other entity, in full or part, and in
any shape or form. Unfortunate experiences from previous
proposals shared with companies force us to mention that: Ideas,
strategies and concepts shared by AliveNow of how a particular
brand can leverage social media CANNOT be copied as is and
executed by another agency. We appreciate your compliance.
Thank you.

02

Cuesent Social Media Strategy: A Birds Eye View

PRIMARY OBJECTIVES
OF THE SOCIAL MEDIA Stage 1
STRATEGY
Facebook: A fully functional
Facebook page with many
• Promote/Inform features and uses.
Twitter: A twitter page
• Educate where we tweet regularly.
• Engage
• Listen & Learn

- foursquare
SOCIAL PLATFORMS? - Viral videos & YouTube
Facebook, Twitter, Stage 2 - E-mail Marketing
YouTube , foursquare (Mar/Apr 2012)
& E-mail Marketing

03

Cuesent Facebook page
For Cuesent engagement on Facebook, there are five critical aspects. We will go over each
in the presentation:

Content & Content & Communication: What will be the tone of communication, what
Communication wall updates will be made, how will the interaction be?

Applications, Apps, tabs & design: What are the various applications and custom tabs that
tabs & design will be deployed on the Facebook page?

Contests & Contests & engagement: How will we engage and interact with fans on
Facebook? What types of relevant contests, sweepstakes, etc can we have?
Engagement
Content Moderation: How will we make sure the brand page is clean, has no
Content
negative comments, no profanity and everyone adheres to any guidelines set
Moderation by us.

IMPORTANT - Ads & marketing: How will we target audience using Facebook
Ads &
Ads? What is the reach on Facebook for our audience and how much will this
Marketing cost based demographics targeted?

04
3

Content & Apps, tabs & Contests & Content Ads &
Communication design Engagement Moderation Marketing

• The most important piece of any social media strategy is content.
Having quality content is critical for the Cuesent Facebook page. On
the next slide, we discuss what the direction and tone of
communication will be.
• Through our experience we know what status updates work and what don’t, what
gets more likes and comments, etc. We have studied the Facebook EDGE ranking
systems & know how to make good updates.
• We plan to have approximately 8-10 updates a week, which works out to 1-2
updates a day. They will vary from informational to sales to educative updates.
• Mechanism: We always plan in advance for Facebook updates. Our mechanism is
simple, the content writing team will create a “content bank” which is basically a
stream of updates for 2 weeks (so about 20 updates). These will be used once
approved by your team.

05


• Content and updates on the page will primarily be about:
– Talk about the solutions offered by Cuesent.
– Share updates on the importance of CRM.
– Share success stories of companies/brands who have implemented the products/services
from Cuesent.
– Share relevant articles about CRM and any big news and updates in the CRM industry
– Share regular updates about the importance of CRM and how CRM helps companies, etc
– To make the page engaging, we can also share some funny and quirky updates related to
Customer Relationship Management
– Any updates from Cuesent's blog.
– Any updates about Cuesent news and press releases.
– Replying to queries, answering questions, facilitating debate and more.

06


Having top quality, well designed and efficiently functioning applications and
tabs on the Facebook page is critical for good communication, engagement and
brand presence. With lot’s of information to share about Cuesent, we plan to
have quite a few tabs and applications with these details. Some of the tabs that
will be present on the Cuesent Facebook page are:
• Welcome to Cuesent!: This tab will be the landing page tab or the welcome tab. With a nice message
welcoming the user and asking them to Like the page for more information. The welcome page will briefly
showcase the various CRM solutions offered at Cuesent.

Client Sample 1: https://www.facebook.com/iris.home.fragrances/app_248036551951629
(Landing page with Auto Slides.)

Client Sample 2: https://www.facebook.com/AditiTechnologies/app_333994206627126
(Landing page with Links and embedded video).

07

• Cuesent Products: A really well designed application that showcases all the CRM products of Cuesent, we
will share complete details on the products and an option for the fan to contact us right from Facebook.

• CRM Solutions DEMO: A application on Facebook where we will showcase the CRM Solutions Demo on
Facebook itself.

• Careers: A Custom application on Facebook, where we will showcase all the current Job openings at
Cuesent and the HR Team will have the ability to Add a new Job, Edit/Delete an existing job and the fan
will have the ability to apply and upload his resume for any Job.
SAMPLE APP: https://www.facebook.com/AditiTechnologies/app_142825142495663

• Contact US: A custom tab/application on the Facebook page where a Cuesent Facebook fan contact the
Cuesent team by filling out a simple form.
SAMPLE APP: https://www.facebook.com/InternetShowME/app_271343562944246?ref=ts

• Contest Tabs: A exclusive tab on Facebook for any contests we have for fans.

• More tabs/application: These are just a sampling of the various tabs that we plan to have. Once we begin
working with your team, we can come up with more tab and application ideas.

08


Having regular contests is another important aspect of the Facebook strategy.
We will come up with contest ideas and execute them fully on Facebook. We will
make sure that contests:
– Are relevant and have some relationship with the brand (not random contests like: tell us who
will win the IPL and win something.)
– Are fun and engaging to take part in and incorporate the social aspect.
– Have meaningful incentives for fans to invest time and take part in the contest.
We will brainstorm with your team and come up with ideas for contests, we’ve executed some awesome
contests for many brands that we’ve worked with.

09


Content moderation and flagging of spam, unwanted ads,
misleading comments, profanity, etc, will be monitored regularly
by us and will be dealt with it.
- Using the keyword blocker, we can first put the few keywords (like competitors, etc) so that those
names are never mentioned on your Facebook page.
- Next, we will set the profanity blocker to the highest level so that no profanity is allowed and
those comments will not even get posted.
- The default wall will have posts only by Cuesent, so if an individual has to see posts by others,
they will have to click on “recent updates.”
- Our team will also monitor comments on a regular basis (everyday), and reply to queries, answer
any doubts, etc.
- Also, we will always approach the method of - Engage and reply first, ban later. If a fan is
repeatedly posting negative and misleading comments on the page, we can ban them.
- We will also be in constant touch with the Cuesent marketing team if there are
any serious issues and will work together to resolve them.

10


IMPORTANT: Facebook Ads are extremely crucial for the brand
and is a must to see a healthy increase in the fan base.
• Besides increasing the fan base organically (through contests, interactions, in store
integrations, friend referrals, etc) it’s important to have a Facebook ad campaigns.
• Within six months we can have 50,000 to 1,00,000 fans (or more) on the
Facebook page and that will only be possible with a good budget for
Facebook Ads.
• We have executed over 200 ad campaigns on Facebook for various brands and have
achieved some of the industry’s best ROI on Ad spends.
• With the ability to target Facebook ads based on age, location, gender and common
likes, we can achieve tremendous results via Facebook ads for the Cuesent Facebook
page. We share details of what budget would be ideal over the next few months to
start off with and target details.

11

Cuesent Facebook Ad Spends Targets

TARGET PLANNED AD SPEND APPROXIMATE TARGETS ACHIEVABLE
DEMOGRAPHIC (Over the first 6 month period) (No. of Facebook fans or likes)

INDIA:
Relevant OPTION 1: Spending Rs.1 Lakh over OPTION 1 - 9,000 to 10,000 fans
a 6 month period.
audience who
are related to OPTION 2: Spending Rs.5 Lakh’s OPTION 2 - 45,000 to 50,000 fans
CRM in some over a 6 month period.

way, and OPTION 3: Spending Rs. 10 Lakh’s
OPTION 3 - 95,000 to 1,00,000 fans
potential over a 6 month period.
customers.

OUR Rs. 5 Lakh’s in 6 months in Will achieve about 45k to 50k fans by
SUGGESTION ten batches of 50k. the end of a six month period.

12

Comprehensive Social Media Analytics
for all Social Media Sites
We provide detailed analytics and
traffic statistics of the social media
sites that you go live on.
Information about number of hits,
traffic fluctuation, source of traffic,
key words, basic visitor profile,
bounce rates, time spent on site,
number of new visits, new fans on
Facebook, unique visits, number of
tweets and re-tweets, number of
followers, and much more.
Information is provided for the blog,
Facebook, twitter and YouTube. Few
snapshots of a sample report are
given here.

13

Cuesent on Twitter
Retweets, Replying &
Regular Tweets
@mentions, etc listening

A twitter page for Cuesent will be created, designed & maintained by
AliveNow.

• Twitter pages can be used for Cuesent in many ways: To communicate
about the product, to use it as a customer service tool, make press releases,
and more. Tweets will reflect many of the updates make on Facebook too.
• To increase following on twitter, we will engage fans and incorporate
contest ideas on a regular basis. We monitor tweets on a real time basis so we
regularly use retweets, @mentions, hash-tags, etc, so that followers know we
are conversing with them and listening to them, hence increasing brand
loyalty.
• We will also regularly “listen” to twitter followers and respond or
acknowledge if there are any queries or questions.

14

Cuesent Social Media - Stage 2
YouTube &
E-mail Marketing
Viral Videos

E-mail Marketing: We provide one of the most comprehensive e-
mail marketing solutions with tons of features like E-mail analytics,
list management, subscription forms, Facebook integration, auto
responding, personalization, campaign archives, social sharing and
much more. We can begin e-mail campaigns and e-mail marketing
once we have a healthy email database.
Details: http://on.fb.me/AliveNow-EmailMarketingSimplified

YouTube and Viral Videos: We have strategic tie ups with viral
video production companies and have worked on projects before
(video links can be shared upon request). Based budget allowances
we can come up with strategies and brainstorm with your team
and the video team to come up with a viral video series that can be
shared on YouTube and Facebook.

15

Cuesent Social Media - Commercials
Cuesent Social
Monthly retainer
Media Notes
(before any applicable taxes)
Management
1st Month: Setup, design, development
Comprehensive - Service tax of
and launch: Rs. 85,000/-
Facebook 12.36% applicable.
management - NOT applicable on
Retainer from 2nd Month onwards: Ad budgets.
(Stage 1)
Rs. 60,000/- per month all inclusive

Suggested 1st Month : As we launch the Facebook page, we would suggest an ad
spend budget on Facebook of Rs. 50K in the first 30-day period.
Facebook Ad
budgets with Remaining months: Over a the remaining 5 months we can spend
targets. another Rs.4.5 Lakhs and at the end of a 6 month period, after spending
Rs. 5 Lakhs, we will be at approximately 45k – 50k fans.

16

Who’ll be managing the Cuesent account?
Adhvith Dhuddu Vishnu Ram Ankur Baneerjee Raghvendra Singh

Adhvith Dhuddu: The founder and CEO of AliveNow, he will be one of the co-
leads on the account. Will be responsible for overall social strategy and will
overlook the account with the Cuesent team.
Vishnu Ram: Senior Social Media Strategist at AliveNow, will be the co-lead on
the account. Will be responsible for all day-to-day updates, queries, etc. Over
three years of experience in social media account management - has managed
accounts of Hard Rock, MOFILM, etc.
Ankur Baneerjee: Lead Designer at AliveNow. Will be responsible for all design
initiatives on Facebook, twitter, blogger, etc. Widespread experience in design,
particularly design related to the web and social media.
Ragahvendra Singh: Lead Developer at AliveNow. Will be responsible for all
Facebook applications, tabs, optimization, etc. Over 1 year of experience in
development.

17

Some of the brands we’ve worked with on social media

and many more!
For a complete client list of our clients, please visit our Facebook page:
http://www.facebook.com/AliveNowInc

Laurels & Recognition for AliveNow
• Businessworld magazine picked AliveNow
as one of India’s 25 hottest young
startups for 2011.
• Shortlisted for British Council’s Young
Creative Entrepreneur award in 2011.
• Winner of the NASSCOM EMERGE 50 -
League of 10 award.
• Showcased in ET NOW’s Pioneering Spirit
program.
• Our CEO has been quoted several times
in the Economic Times, Business
Standard on social media related topics.
• Many articles related to social media and
entrepreneurship have been featured in
DNA, Hindu Business Line, Deccan
Herald, AllFacebook, etc.

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