View
402
Download
1
Tags:
Embed Size (px)
DESCRIPTION
This presentation shows how a social media platform like Facebook can be effectively used for the promotion of Government Campaign, The Flood IT-II- KG to PG Digital Literacy Mission.
Citation preview
EFFECTIVE USE OF SOCIAL MEDIA
TO PROMOTE GOVERNMENT CAMPAIGNS
FLOOD IT-IIKG TO PG
DIGITAL LITERACY MISSION
Case Study byWild Dreams
Media & Communications
GUCBF The Gujarat Urban Cooperative Banks Federation
was established in Ahmedabad on 5th March 1975 in accordance with the provisions of the Gujarat Co-Operative Society Act, 1961.
The Gujarat Urban Cooperative Banks Federation is constituted of 244 member banks having more than 800 branches across the state.
The main objective of Project Flood IT was to achieve the goals of the Digital Literacy Mission by offering 0% interest loans to students for buying PCs/Laptops/Tablets.
PROJECT FLOOD IT The project aimed to usher in a Knowledge
Revolution through computer ownership and to provide computers to students from Kindergarten (KG) to Post Graduation (PG).
In the wake of Flood IT I, an immensely successful initiative by the GUCBF, Flood IT II was envisioned to empower the student community with Knowledge catalyst devices right at their door-steps.
A target of 3,00,000 devices was set for FLOOD IT-II vis-a-vis the last achievement of 1,00,000 devices.
PARTNERS
AirtelWipro
Toshiba
Intel
HCL
McAfee
eSense Lenovo
HP
FUJITSU
GOING SOCIAL Flood IT-I was marketed through traditional
media like print, hoardings, billboards, radio, etc.
For FLOOD IT-II, the core committee wanted to incoporate Social Media in them communication mix so as to be where their target segment (youth) is.
Facebook was chosen as the preferred medium because of its inherent strengths to communicate, engage and provide customer service.
STRATEGIC PARAMETERS
Target
Facebook users in demographic range of 13-25 in Gujarat.
Need
To educate the target audience about this project on Facebook and to reach out to students and parents who are first timer customers or buyers and the masses at large.
FOCUS Disseminate the central message amongst the
audience. Drive online enquiries & registrations for
purchase. Generating leads. Create awareness and increase virality by
sharing details of each event of the program. Increase fanbase & engagement on Facebook
page. Sustain & accelerate the growth for delivering
on the key metrics of Flood IT -2 FB page. Deliver user delight.
PROPERTIESA variety of communication properties were
created :
IT Quotient Quiz Event updates of on-ground activities Puzzles Find The Difference Spot The Words/Crosswords Did You Know/Facts Fan Of The Week Comics Daily Trivia Partner brand promotions and Sponsor mentions
EXECUTION
Did you know/Facts
Puzzles/Spot the Words
Doodles
EXECUTION
Sponsor Mentio
ns
Daily TriviaSpot the Difference
Identif
y the
Logo
EXECUTIONEvent Updates
EXECUTIONFan Acknowledgement
EXECUTIONOffers and Product Ads
GROUND LEVEL ACTIVITIESApart from social media activities, Team Wild Dreams also conducted various ground level activities at schools, colleges and educational institutes to promote the Digital Literacy Mission.
IMPACT
ACTIVITY MEASURE
Page Likes 15170Total Reach (90% reach among target audience)
161249
Post Reach 18487
The 1st month of the campaign delivered the following:
IMPACTGeographical Impact:
Top 4 post reach cities are from the target audience group
IMPACT
Responding to more than 200 queries & providing prompt response and forwarding leads.
Customer Relationship Management
IMPACT
Over 1447 views and 33 likes
within 4 hours
Over 2100 views, 59 likes and
7 comments
RESULTS
At the end of the campaign Flood IT – II garnered close to
28700 FANS!
RESULTSACTIVITY MEASURE
No. of Fans 28700
Daily engagement Between 2800 to 7000 per day
Daily number of impressions
Between 1.2 to 2.3 lakhs per day
Cumulative number of impressions since inception of activity
51 lakhs
Top cities with maximum fans
Ahmedabad, Baroda, Surat, Rajkot, Anand, Gandhinagar, Junagadh amongst other towns of Gujarat.
Demographics 94% of fans are in the age-group of 13-25. 88% Males and 12% Females
Leads forwarded from Facebook
1800 +
Thank You!
If you are the Head of any such Govt. Sponsored
project or Social Awareness campaign, we would
be delighted to be of help!
Please mail us your details at [email protected]