Digital Connect

Sagnik Niyogi
Arihant Jain
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 Agenda

Social Media Activities by BASF, Sika

Roadmap of Activities to pursue

Assembling and Managing a Content Management team

Metrics to be used

Primary Research on digital activity of architects

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Social Media

3
Integrated Social Communication

4
Community
on Facebook
Development

Quick facts:
143000 likes
Global Page with regional subpages
Content:
Innovation • Explaining Science
• Products and Solutions
• Corporate News (Including openings)
• People behind BASF

Claiming
expertise
and
creating
dialogue

Job
Openings

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 on Youtube and Blogs

• Improved Branding
• Better User Orientation Pulling the whipping agent
• Highlight Innovation and Technology connection to connect to fancy
dessert Items
These light hearted posts are
also liked by many!
(53 in this case)

Offering dialogue
through blogs on
Corporate Website
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 Social Media Integration

All in one place, No duplicate

Content

Main Channel was Integrated

with Newsfeed, other channels as
links

With a simple dashboard and directory

of its social media activity, BASF has
mitigated the risk of confusion among
media professionals and other visitors

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 Snapshot of social media activities

• A main twitter page for the

company and subsequent • Main company page,
microproduct for each line dedicated pages for career
• Twitter handles for career postings
postings and specific products
• Separate handles for different • Daily updates are made on
regions (country) wise these pages about latest trends
• Hourly updates ( regarding and innovations
promotional activities, answers to • Country wise pages of the
posted queries) are made on these
pages
company also exist

• Dedicated channels have • Main company profile,

been created for the dedicated pages for each
companies product, careers and
employee insights
• Videos regarding latest
trends, new product concepts • Each product page has
and scientific facts pertaining product descriptions and
to the product reports. Recommendations
written by users are given
alongside
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 Learning from the Leaders!
Create how-to
content that provides
practical advice or
step-by-step
instructions

Offer thought
leadership about what’s Point people to
going on in the industry valuable resources,
rather than just even if they are not
information about the
product or company Key our own

takeaways
Develop online
Share proprietary assessments and other
research, analysis, and tools that people can
insights that people use to evaluate
won’t get anywhere something and get
else feedback to help them
improve
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Activity Roadmap

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 Roadmap of activities (1/3)

Unaware

Raise Awareness

Aware

Demonstrate the
value of solving
the problem
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 Roadmap of Activities (2/3)

After an audience has gained interest more substantial pieces of content

can be used

Interest

Promote
interest in
finding the By this point in the process, we can begin to talk about our
right solution company and our products and services, but they are still not yet
the main focus as we should be describing solutions in more general
terms

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 Roadmap of activities (3/3)
Research Now we can employ content that clearly articulates the value that our company and
its solution can bring, such as:

Foster
Comparisons

Our content is exclusively focused on how your company and its

solution can solve the target buyer’s problem better than anyone else’s

Purchase Provide our target audience with everything necessary to evaluate our
solution and ensure that it’s right for them.

Encourage a sale
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Assembling and Managing
a
Content Marketing Team

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Assembling a Content Marketing team
Responsibility for setting and executing Pidilite/Dr. Fixit’s
content marketing strategy. That includes overseeing the
Managing Editor creation and distribution of high-quality, targeted content, and
managing the team and external resources associated with
those efforts

Developing a comprehensive content strategy that is aligned with target

buyers

Creating the editorial calendar and ensuring that all content is published on
time and within budget

Managing a team of in-house and freelance resources, including writers

and graphic designers

Measuring and reporting on the impact of the company’s content

marketing efforts using Google Analytics and other Web analytics tools
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 Locating and Managing Freelancers
There is no shortage of great freelancers available, it can be
challenging to find ones who are available when you need
them, easy to work with, and who have the experience and
expertise to consistently deliver the services you need.
Before looking for freelancers, we have to make sure that we
have a good understanding not only of any specific projects
that we need them to work on.

There are numerous resources to find freelancers,

including vendor-matching sites such Elance and
Freelancer.com, as well as national agencies such as
Creative Circle and Aquent.
The advantage of using any of these resources
is that they have a roster of vetted freelancers at their
disposal, which makes finding the talent you need a quick
and pain-less process. The trade-off, however, is that you
will pay a premium for the freelancers in the form of fees
and other add-on expenses.

That is why you should also always be sure to tap into your
own network. We can consult peers at other companies
about freelancers they have worked with.
Referrals are far and away the best method for finding
freelancers who are trustworthy and capable of producing
the high-quality content that you need. 16
 Managing Freelancers
We can use a spreadsheet like the one
below to keep track of important logistical
Getting details, such as the freelancers’ contact
information and rates, and to catalog their
Organized expertise and the types of projects that
they are best used for

Provide Best Used Signed

Name Background Contact Info Email Id Rate Grade
Structure for NDA
& Guidance Former reporter
with 10 years of
experience writing Per Hour (Rs
about the tech White papers rahul.k@gma 300 per
Rahul Khaitan industry and reports 91-xxxxx il.com Yes hour) B+
Headed up content Blog posts,
Taking the marketing at articles, or
a competitor for anything need- Per hour
final call several years; currently ing a quick akshay.s@re (500 per
Akhshay Singh freelancing turnaround 91-xxxxx diff.com Yes hour) A
Referral from a colleague;
has
been freelancing for large
and Any long-form
small tech companies for 15 or high-profile Neha.s@yah
Neha Sinha years content 91-xxxxx oo.com Yes Project basis 17 A
 Soft Issues - Managing Freelancers
• Freelancers cannot produce what you want without detailed
instructions.
Providing Guidance • Set clear expectations from the outset of every project and ensure that
& Structure your freelancers have access to all of the information and resources
they will need
• The Managing Editor has to be available to talk through ideas and
answer any questions they have throughout the process.

• Ultimately, it is would be up to the Managing editor to enforce deadlines and

standards, to provide honest and constructive feedback and to take action when a
freelancer is not meeting expectations
Taking the final call • Just because freelancers are typically a virtual part of your team doesn’t mean that
we should only have virtual contact with them. It is important to build strong
relationships by ensuring we have regular touch points by phone and in person.
• Trying to bring them into the fold — both of your team and your company — and
you will find that they are more engaged and produce better content

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Engaging Coworkers in Content creation
Sell them on the value of content marketing
• Content marketing is a proven method for generating and shepherding qualified leads. This needs to be
communicated from the top down and regularly reinforced.
• If possible top management could include content creation in the executive team’s annual goals, or to lead by
example by blogging on a regular basis, offering ideas for content, or sharing content socially

Help them build their personal brand in the process

• It not only helps us build a corporate brand, but it can also give individuals within your company a way to build their
personal brands.
• By creating blog posts or being featured as subject matter experts in videos for example, individuals can establish
themselves as thought leaders. It’s a win-win situation.

Make it easy for them

• It is important to know how to leverage your colleagues’ time efficiently.
• For example, many CEOs don’t have time to write a blog post every week, but can commit to a half-hour interview
once a month with a writer who will ghostwrite a post (or, bett er yet, a series of posts) on their behalf. We still get
the benefit of publishing your CEO’s thought leadership, but we do it in a way that works within the constraints

Motivate them any way you can (Gamification)

• Try running regular contests where employees compete to see who can drive the most traffic with their blog posts or
who can get the most engagement with a piece of content across their social networks.
• Share the results and declare the winners on a regular basis. Consider offering a small prize for the winner or just
giving them bragging rights. It’s a fun and yet surprisingly effective tactic for getting people engaged
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 Finally, while publishing

Make sharing the content easy

Embed social sharing tools
Encourage comments
throughout your site so that it
only takes one click of the mouse Make sure that the blog/site is
A chance to interact
to share any of your blog set up such that people can leave
posts,articles, eBooks, or reports. comments. Interactivity is another key element
For example, try including a simple
If we use WordPress, there are Getting comments is a sign of poll in your posts.
plugins available to automate engagement but you have to
It’s a great way to boost engagement
this process, some of the best of actively work at getting people to
and can sometimes help lead people
which include Socialize and Get actually leave them. to share your content.
Social
Poll Daddy has a plugin in WordPress
that makes adding a poll very easy.

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Metrics

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 Metrics to Assess Impact
TrueSocialmetrics.com

Number of Number of
Shares/Retweets comments

Number of
likes/favourites

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Primary Research Results

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 Primary Research Results
• Various Social Media used • What do you post about
• Facebook – 15/15 • Bad experience – 12/15
• Twitter – 12/15 • Good experience – 5/15
• Google+ – 4/15 • Recommendations – 7/15
• LinkedIn – 13/15 • Queries - 13/15

• Frequency • Look for promotional activities

• Once a day – 1/15 • Occasionally – 11/15
• Multiple times a day – 3/15 • Mostly – 2/15
• Once a week – 1/15 • Always – 0/15
• Multiple times in a week – 10/15 • Never – 2/15

• Search products online • What would you like to see

• Occasionally – 3/15 • Success stories – 11/15
• Mostly – 11/15 • Testimonials - 13/15
• Always – 1/15 • Info on product usage – 14/15
• Never – 0/15 • Info on company – 8/15

• Post about products interested in • Importance of different attributes

• Occasionally – 9/15 • Price
• Mostly – 4/15 • Recommendations
• Always – 0/15 • Functional Usage (Top 2 – 9 times)
• Never – 2/15 • Brand – ( Top 2 – 12 times)

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