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

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

Content Pillars

• Products & Services• Industry Beat• Engagement Led Content• Appification

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

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

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

Appification• Engagement Led apps for- Highlighting path breaking

products- Digital Tractor Race- Careers with Us Facebook app- iPad magazines

• Sample Creative for FB app

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

Resonate Expert Point of View• YouTube video series - Researchers- R&D specialists- Engine test solutions- Factory Tours

• Sample Creative

“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

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

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

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

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

• 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

• 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?

Defining Engagement Rate

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

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

Paid Facebook campaigns

• Leverage ads to create digital awarenessStamp Ads

• Product related information to be promoted for garnering impressionsSponsored Stories

YouTube promotions

First Watch TrueView In-Stream Mobile Road block

YouTube display ads

LinkedIn promotions

SlideShare Content Ads Recommendations Ads Sponsored Polls

Rich Media Ads

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

LinkedIn promotions

SlideShare Content Ads Recommendations Ads Sponsored Polls

Rich Media Ads