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What Tonic does?• Website design and development
• Social Media Optimization and Management
• Online advertising / campaign management / PayPer Click
• Interactive presentations and virals
• Search Engine Optimization and Marketing
• Content Development and Copywriting
BPDCDIGITAL MEDIA STRATEGY
PRESENTED BY:
OUR UNDERSTANDING ABOUT THE BRAND
BITS Pilani brand is looking forward to strengthening its Dubai campus by expanding program offerings, student enrolment, faculty strength, research and community outreach activities, with a view to attracting best of talents,” added Professor Ravi Kant Mittal, Director of Dubai campus
Offers seven undergraduate programs in Engineering besides several postgraduate and doctoral programs, with student strength of over 1500
More than 1600 students are admitted in the campus from over 20 countries world-wide
The Academic City campus has state-of-the art infrastructure and provides an opportunity to acquire best quality education in an international environment from well-experienced, highly qualified and dedicated faculty and research facilities
The Institute has collaboration with over 400 reputed companies across UAE to offer internship to its students
It is among the very few institutions in the Middle East to have recognized student chapters of professional societies such as IEEE, ASHRAE, ASME, SAE and ACM
The students from the Campus have not only won several inter-university competitions held in the region over the years, but have also excelled at the international front
OUR UNDERSTANDING ABOUT THE BRAND
COMPETITION ANALYSIS
COMPETITORS
University of Wollongong Amity University Middlesex University Michigan State University Hult International Business School Manipal University S P Jain Heriot Watt University Manchester Business School Murdoch University Institute of Management Technology
BITS PILANI COMPARISON
BPDC RANKS 4TH
SOCIAL MEDIA PRESENCE OF THE
COMPETITORS
FACEBOOK FANS:8553TWITTER FOLLOWERS: 216YOUTUBE SUBSCRIBERS: 1544
SOCIAL PLATFORMS AVAILABLE
Self-promotion
CAMPUS UPDATES
Internal Events
Convocation
Announcement
Speakers
SPORTS/MUSIC
CONTENT BUCKETS
BITS PILANI
SUMMARY AND LEARNINGS
Twitter is a replica of Facebook content
Majority of the content consists of Guest speakers and events happening at the campus
YouTube consists of convocation and guest lectures
Instagram as a medium is not leveraged
1718577
6998637333 22265
AMITY UNIVERSITY MANIPAL WOLLONGONG MURDOCH
Amity university ranks first amongst the Facebook fans followed by Manipal , Wollongong and Murdoch
FACEBOOK FANS
3497
2985
1964
2488
AMITY UNIVERSITY MANIPAL WOLLONGONG MURDOCH
TWITTER FOLLOWERS
Amity university ranks first amongst the follower base followed by Manipal, Wollongong and Murdoch. Minor difference amongst the follower base
696
773
277
421
AMITY UNIVERSITY MANIPAL WOLLONGONG MURDOCH
Manipal leads in YouTube followed by 773
YOUTUBE SUBSCRIBERS
FACEBOOK FANS:1718577TWITTER FOLLOWERS: 3497YOUTUBE SUBSCRIBERS: 696
CONTENT BUCKETS
SOCIAL PLATFORMS AVAILABLE
Promotional
CAMPUS UPDATES
Internal Events
Tie-ups
MS DHONI
GLOBAL SUMMIT
SPORTS/MUSIC
AMITY UNIVERSITY
SUMMARY AND LEARNINGS
The content primarily revolves around Amity University Tie-ups with Music Festivals & sports University Happenings and self-promotional posts
On the website as you scroll down you will see an option where they can be connected on Twitter, Facebook or YouTube thus making the users aware of their presence
No many engaging activities
Twitter is mainly used to promote latest happenings from the campus
Using MS Dhoni to leverage the brand
SELF PROMOTIONS
Commemorative Days
Manipal Through the
years
TOPICAL
CAMPUS PICTURES
PLACES AROUND MANIPAL
ANNOUNCEMENTS
SOCIAL PLATFORMS AVAILABLE
FACEBOOK FANS:69986TWITTER FOLLOWERS: 2764YOUTUBE SUBSCRIBERS: 696INSTAGRAM FOLLOWERS: 964
MANIPAL UNIVERSITYCONTENT BUCKETS
SUMMARY AND LEARNINGS
Exclusive Micro property named #PlacesNearManipal where places near Manipal Campus are covered
Twitter and YouTube as a medium is not leveraged
Majority of the content across platforms cover campus and University courses
Instagram used to cover campus and student pictures
SELF PROMOTIONS
GENERIC
STUDENT PROFILING
CAMPUS UPDATES
COMMEMORATIVE DAYS
INTERNAL EVENTS
THROWBACK THURSDAY
SOCIAL PLATFORMS AVAILABLE
FACEBOOK FANS:37333TWITTER FOLLOWERS: 1964YOUTUBE SUBSCRIBERS: 277INSTAGRAM FOLLOWERS: 1159
UNIVERSITY OF WOLLONGONGCONTENT BUCKETS
Exclusive Enrolment via Digital Media
Majority of posts driving traffic to the website
Promoting the University Module and courses through Facebook
Twitter/Instagram is replica of Facebook content
On the website as you scroll down you will see an option where they can be connected on Twitter, Facebook or YouTube thus making the users aware of their presence
No exciting content used on YouTube
SUMMARY AND LEARNINGS
MURDOCH UNIVERSITY
SELF PROMOTIONS
Motivational Quotes
THROWBACK
THURSDAY
DID YOU KNOW?
COMMEMORATIVE DAYS
CAMPUS UPDATES
MURDOCH TALENT
CONTENT BUCKETS
FACEBOOK FANS:22265TWITTER FOLLOWERS: 2488YOUTUBE SUBSCRIBERS: 164INSTAGRAM FOLLOWERS: 421
SOCIAL PLATFORMS AVAILABLE
SUMMARY AND LEARNINGS
Use of videos across platforms promoting the Murdoch University
Hard-core promotion of enrolments via social media
Twitter/Instagram is replica of Facebook content
OVERALL LEARNINGS & ANALYSIS It is crucial to be present on the important social platforms where
students/prospective students are present to create maximum awareness
Platforms like Facebook, Twitter, YouTube & Instagram can be leveraged by BPDC
People like to see content around, ‘What’s happening inside the university’
Location plays an important role while selecting the university, hence it is important to talk about places around the university. It helps generate interest.
Too much informative content gets boring, but since informative content is important it should be presented in an interesting manner
Social platforms can be strongly used to drive traffic to the website
Videos content strategy will play a vital role
DUBAI CAMPUS
CONS Lack of an overall national strategy on education
Lack of adequate preparation in schools for tertiary education
Improving quality of higher education
More science and engineering degrees required
Gender imbalance in higher education
Low workforce participation of Emirati women
Social attitudes towards types of employment
National recognition of degrees awarded locally
Funding of R&D projects
GOALS & STRATEGIES
Recruiting New Students
Communicating within the college
community
Retaining current students Building
relationships with donors, alumni and business partners
The purpose of BPDC digital plan is to increase the visibility of the college through coordinated efforts and consistent messaging, thereby enhancing the college’s reputation and helping to grow enrollment
OBJECTIVES
AWARENESSCREATE
ASPIRATION
DRIVE ENROLLMEN
TS
TARGET AUDIENCEStudents
who live in Dubai
Students willing to seek greater
education in Dubai
Parents and family decision
makers
College graduates, looking at
domestic as well as global exposure
Experience professionals
looking at executive courses
Exchange students
Corporates wanting to
upscale their employees
Faculties wanting to earn a PHD
through research studies
Working class executives looking at distance/correspond
ence courses
KEY FOCUS POINT:
PROS OF STUDYING IN DUBAI
HOW DO WE CONVINCE OUR TARGET GROUP?
Growing higher education sector with
variety of higher degrees being offered
Large number of universities from multiple
countries
Ease of Visa issuing and low restrictions
Close proximity to many international
destinations
Safety and Security
UAE has a growing pipeline for future
leaders
Lowers cost of living compared with USA/Australia
and European countries
Key industries looking to hire in the region across
multiple sectors Key education events being hosted in Dubai throughout the
year
And along with this…
BITS Pilani Dubai also offers global exposure
Thus, taking admission in BITS Pilani Dubai, will not only give you a reputed degree but also transform you to become the leaders of tomorrow
ONLINE PROPOSITION
Change starts at
BITSInnovate Achieve Lead
TWO PRONGED STRATEGY
AWARENESS DRIVE
ENROLLMENT
OVERALL TONALITY & STYLE
Welcoming: It is a place where people go out of their way to help each other, where diversity means exchange of culture and experiences and where ideas and experiments are warmly embraced
Professional: It assures a student of solid exchange value. It must equip its students of corporate interactions to hone their professional skills
Aspirational: Encourage prospects to know more and take advantage of what college wants to offer
Convenience: Help and guide students via digital mediums
BPDC DIGITAL SHOW: LONGTERM PROPERTY Before the admission period kicks off
BPDC will host the first ever , ‘DIGITAL EDUCATION FAIR’
The objective of this Digital Event is to reach out to students all across the Globe and give exposure the BPDC
This event will be interactive and give opportunity to the prospective students to directly connect with:
- Alumni- Professors- Experts- Recruiters, etc
Professors
Alumni
Current Students
Students Achievements/Innovation
s
Workshops
The prospective students will get to know everything BPDC on one single microsite, where they can connect with experts and ask them questions real-time
Recruiters
Virtual Tour of the campus
Why BPDC
Events
BITS DIGITAL: MOBILE APPLICATION /DIGITAL MAGAZINETo make the existing students connected with the college and excite the prospects we will create a DIGITAL MAGAZINE which will be hosted on a MOBILE APPLICATION
The existing students can simply sign in into this application via their roll numbers to access the rich data available on the microsite
This application can also be used by prospective students to get to know the; Culture Events Campus Current Students Video Lectures Workshops Admission Details Enrollment Procedure Articles Images & Videos, etc
BITS DIGITALBITS of steps towards a new YOU!
STUDENT LOGIN
EXPLORE THE CAMPUS
EVENT & LECTURES
BPDC GALLERY BPDC ARTICLES
VIRTUAL VISIT TO THE CAMPUS
BITS Digital will also feature virtual tour of the campus where prospective students will get to live the experience of visiting the university on their mobile phone
WHAT’S YOU BITSQ?
BITSQ (like Quiz Up) will be a fun game where students can pit against each other to show there knowledge of various topics
The highest scorer of the week will be featured on the microsite and also across social media platforms and will be termed as BITSQ CHAMP
Students seeking for admissions will get an opportunity to challenge the champions and stand a chance to win scholarships
BITS PHOTOWALK
To persuade students to choose BPDC will organize photo walks for Instagram Influencers
These influencers will do a photo tour of the campus and the entire city of Dubai
These pictures will be posted on Instagram for public viewing and will also be showcased on the website and other social media platforms
These pictures along with the use of a specific hashtag has great potential to give an exposure to BPDC
TWITTER AMPLIFICATION
• Twitter is an effective tool for announcing upcoming events (webinars, sales), new product launches, new services and more.
• Get the word out and provide video or page links for more information.
ANNOUNCE EVENTS/PROMOTIONS/PRODUCTS/SERVICES
• Network with like-minded professionals, meet new people who are interested in your business or service and keep an eye on what your competitors are doing.
MEET INDUSTRY PEERS
• Augment your Customer Service or Customer Care departments with Twitter. Providing educational and reactive, helpful tweets and action help create customers for life!
CUSTOMER SERVICE
• Whether you have a well established brand and are seeking top-of-mind awareness, or you are a fledgling brand, business or organization just starting out, you can successfully launch or solidify your brand on Twitter to your followers and beyond.
BRAND AWARENESS
• Twitter is an excellent tool to test the waters for a new product, seek advise on a product, service, ad campaign or to announce a new product with links to the details.
• Create buzz and excitement around your event on Twitter.
PRODUCT LAUNCH/TESTING
• Your Twitter account, when linked to your website or blog, will drive incremental, measurable traffic there. Not only can you link the account, you can embed links in your tweets which then may be shared or re-tweeted creating viral traffic to your site.
DRIVE TRAFFIC TO YOUR WEBSITE
WAY FORWARD ON TWITTER
TWITTER CONCIERG
E
WE ARE LISTENIN
G
#BITSBYBITS
TWITTER CONCIERGE
#AskBPDC
• BPDC concierge will be hosted on BPDC’s Twitter page
• Tweeple can ask any question related to BPDC
• The guidance and quick help will help us build positive relationship with the prospective students in the long run
• Links to the website and other digital platforms will be integrated and seeded to drive traffic & spread awareness
• This will contribute largely to the traffic going to the website
Looking for a New You? Tweet your doubts using #AskBPDC and we will be happy to help you
BPDC@BITSPilaniDubai
WE ARELISTENING!
LISTENING: Search
Twitter search is enormously useful…and under-utilized.
By query / phraseBy usernameBy locationBy sentimentSave your searches!
LISTENING: TRACKING MENTIONS
Listen to the data….figure out what’s working:- Best time to tweet- Most effective tweets- Characteristics of most retweeted, replied
tweets- Characteristics of highest traffic drivers off-
CURATED TWEETS
Students of BPDC will get a chance to curate content on BPDC handle
These students will be selected by the faculty
It will be a privilege for the students and act as badge value
Students can explore various topics related to their field of study as well as about the Dubai campus
This will ensure positive conversation and influence the prospective students
#BITSbyBits
CONTENTARCHITECTURE
#BITSofME
#BITSAchieved
#BITSbyBITS
#AccessToBITS
#BITSAlumni
#BITSfographic
#BITStories
#BITSConnect
Listicles
CONTENT ARCHITECTURE
#BITSofMEWhat is it? An insight into what makes BITS. The students are any university’s lifeline.Get to know dreams, desires, stuggles and many more inspiring stories from them
Post Text:“I like the power that staying on your own gives you. I enjoy the responsibility. I have enjoyed growing up here.”
#BITSofMeReference Image:
#BITSAchievedWhat is it? Aspire to be like the leaders of tomorrow that study at BITS.
Post Text: The aerial robot developed by our students won the first position in the International Aerial Robotics Competition (IARC) held recently in North Dakota, United States
Making us proud BIT by BIT!
Where the present and future converge
Reference Image:
#AccessToBITSWhat is it?Know more about the Professors and the Academic and Admissions Department in a fun and engaging manner. Making the process less daunting by making BITS accessible.
Post Text:One Admissions Officer put together his list of #Essentials for application reading season! Check out what he needs:1. Showing some BITS Pride in our pullover2. Computer: We read your application via computer!3. Headphones: A solid playlist does wonders for focus.4. Notebook: Sometimes a physical pen and paper are nice to have handy.5. Running Shoes: It's nice to break up long reading days with a mid-day workout at the gym.6. Coffee Mug: During reading season, caffeine becomes your best friend.7. Watch: It's easy to lose track of time when you're so focused on applications!8. Snack: Snacks are a must, and we'd be lying to you if we said that they were always this healthy.
Reference Image:
OUR ADMISSION
OFFICER MUST-HAVES
#BITSAlumni What is it? Today’s students are tomorrow’s leaders. Lead the world armed with a BITS Education.
Post Text:A BITS Student never forgets the BITS Philosophy: Innovate. Achieve. Lead.#OnceBitsAlwaysIt
Poised for success
2010
2015
BITS of Change is all that is required
#BITStoriesPost Text:Enriched in History, the BITStories of its Alumni will leave you awed.
The philosophy of Innovate, Achieve and Lead never leaves you even when you leave BITS.
Walk those corridors they once walked in!
#BITSConnectPost Text: Meet Rajiv who is going to tell you how his Chemical Engineering course is shaping up. All your queries are now answered.
#BITSfographicsPost text:Armed with a BITS education, your dream job won’t be a dream anymore. Our students are placed in the top companies of the world across sectors.
Find out how you achieve your dream with BITS of Change!
Copy text:Where does your dream job lie?
LISTICLES 8 Bites at BITSThe dal is too runny, differentiating between sambar and dal is trying to tell twins apart. The only saving grace is the dessert but sometimes even that is questionable!If you are a hostel student, you will definitely relate. But at BITS Pilani Dubai, students swear by some dishes whipped up by our cooks. These 8 Bites are not to be missed!
Ps: You snooze, you lose!
Frankie: Students swear by it and the way it it over within an hour shows its popularity! Let the hunger games begin!
10 restaurants that become your local haunt as a student in Dubai
12 things that prove you are a BITS Dubai student
10 things to know about life in Dubai
7 most influential professors of BPDC
19 Things about BPDC campus you must know!
Why studying in Dubai is awesome?!
VIDEO CONTENT STRATEGY
Video Tour of the campus
Enrollment procedure explained in 5 simple steps
Interesting Video Lectures which can act as demo for the prospective students
Video Learning – Study Material
A day in the life of BPDC student
Short and snacky videos can be uploaded on Facebook and YouTube and can be promoted across platforms
These videos can cover wide range of topics, some of the examples are mentioned below:
YOUTUBE STRATEGYAn exclusive YouTube which will feature and give platform to various talents of the students
This channel will feature entries from the following:
Music Art Dance Sports, etc
The entire content on this channel will be generated by the students to inspire the prospective students
Featuring on the college’s official YouTube channel will be of badge value for the students
GET FEATURE
D!
WHY INSTAGRAM Last year mobile media consumption surpassed online for the first time with more than 100
million daily active users, 1.6 billion daily likes, and 20 billion shared photos.
With 42% penetration of millennial smartphone users, they spend more than an astounding 439 minutes per month on the platform, according to comScore Mobile Trends 2014
A recent study by Forrester Research found that Instagram users were 58 times more likely to like, comment, or share a brand’s post than Facebook users and 120 times more likely than Twitter users
Engagement is driven by the consumer, as they crave to visually share their stories, reactions, and experiences
Content on Instagram is simply more sharable, easier to understand, and far more universal than other types of content.
The most powerful marketing comes from friends, family, someone you follow, or someone you trust—we call these people influencers.
To reach the ideal audiences for your brand you must connect with and utilize Influencers
They have ability to tell a truly striking story in that mobile environment; it’s essential to collaborate with them and tap into their abilities to work for you
These Influencers are none other than the students of BPDC, these students
BPDC’s official Instagram handle can be advertised across the campus and students can contribute with their pictures tagging the brand handle and using relevant hashtags
These pictures generated by the students can also be featured on the website
INSTAGRAM STRATEGY
WHY GOOGLE+
FACEBOOK RESTRICTED REACH
As per the changes in the Facebook guidelines the Posts are now not visible to all the Fans on the page
The once who haven’t engaged with the Brand for some time do not get the Posts
With the Promoted Post option the Dormant Fans will be able to see the Posts and that will reflect in the People talking about
Enabling the Brand to attain higher Engagement Rate
As per Forbes, Facebook organic reach dropped earlier this year, from 16% of followers engaging with a brand page post in 2012, to 6% in February 2014 for smaller pages and just
2% for pages with over 500,000 followers.
Organic reach on Facebook — the number of Facebook users who see any given post from a Facebook page — has fallen off for brands in recent months due to an internal tweak
FACEBOOK FAN DEPTH STRATEGY Every Month We make certain Investment in building the Fan depth and
reactivating the Dormant Fan Base
These targeted promoted Posts will be used with Filters to reach our most relevant audience
Constant tracking will help us tweak the strategy and slowly Taper our investments
PERFORMANCE METRICS
KEY FACEBOOK METRICS
Growth:Overview
Fan GrowthGrowth Sources
Fan Demographics
Visibility:Overview
Reach OverviewReach Breakdown
Reach DemographicsNewsfeed / Stream
ViewsPage / Tab ViewsReferral Sources
Engagement:Overview
ClicksComments &
LikesStories
Storyteller Demographics
Posts:Posts by Page
Reach OverviewReach
BreakdownPost AnalysisPost Details
REPORT FORMAT: WEEKLY SCORECARD
Unlikes Video Clicks
Scorecard Period
Parameters Week 1(04th Jan – 10th Jan)
Week 2(11th Jan – 17th
Jan)Fans
Fan GrowthPercentage Growth %
PostsLikes
CommentsShares
Interactions
Interactions %
Engagement Percentage = Aggregate of Likes, Comments & Shares / Total number of Fans X 100
Twitter Growth Analysis
TEAM STRUCTUREGroup Account Manager (33%)
Client Servicing/ POC
(50%)
Copywriter (50%) Creative Designer (50%)