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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

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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.

Cuesent Social Media Strategy: A Birds Eye View

Stage 1PRIMARY OBJECTIVES

OF THE SOCIAL MEDIA

STRATEGY

• Promote/Inform

• Educate

Facebook: A fully functional

Facebook page with many

features and uses.

Twitter: A twitter page

where we tweet regularly.

Stage 2(Mar/Apr 2012)

- foursquare

- Viral videos & YouTube

- E-mail Marketing

• Educate

• Engage

• Listen & Learn

SOCIAL PLATFORMS?

Facebook, Twitter,

YouTube , foursquare

& E-mail Marketing

where we tweet regularly.

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Cuesent Facebook page

For Cuesent engagement on Facebook, there are five critical aspects. We will go over each

in the presentation:

Content &

Communication

Applications,

tabs & design

Content & Communication: What will be the tone of communication, what

wall updates will be made, how will the interaction be?

Apps, tabs & design: What are the various applications and custom tabs that

will be deployed on the Facebook page?

Ads &

Marketing

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Contests &

Engagement

Content

Moderation

Contests & engagement: How will we engage and interact with fans on

Facebook? What types of relevant contests, sweepstakes, etc can we have?

Content Moderation: How will we make sure the brand page is clean, has no

negative comments, no profanity and everyone adheres to any guidelines set

by us.

IMPORTANT - Ads & marketing: How will we target audience using Facebook

Ads? What is the reach on Facebook for our audience and how much will this

cost based demographics targeted?

Content &

Communication

Apps, tabs &

design

Contests &

Engagement

Content

Moderation

Ads &

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


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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.

Content &

Communication

Apps, tabs &

design

Contests &

Engagement

Content

Moderation

Ads &

Marketing


• 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.

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Content &

Communication

Apps, tabs &

design

Contests &

Engagement

Content

Moderation

Ads &

Marketing


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).

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Content &

Communication

Apps, tabs &

design

Contests &

Engagement

Content

Moderation

Ads &

Marketing


• 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 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.

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Content &

Communication

Apps, tabs &

design

Contests &

Engagement

Content

Moderation

Ads &

Marketing


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. – 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.

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Content &

Communication

Apps, tabs &

design

Contests &

Engagement

Content

Moderation

Ads &

Marketing


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.

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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.

Content &

Communication

Apps, tabs &

design

Contests &

Engagement

Content

Moderation

Ads &

Marketing


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 • 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.

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TARGET

DEMOGRAPHICPLANNED AD SPEND (Over the first 6 month period)

APPROXIMATE TARGETS ACHIEVABLE(No. of Facebook fans or likes)

INDIA:

Relevant

audience who

are related to

CRM in some

OPTION 1: Spending Rs.1 Lakh over

a 6 month period.

OPTION 2: Spending Rs.5 Lakh’s

over a 6 month period.

OPTION 1 - 9,000 to 10,000 fans

OPTION 2 - 45,000 to 50,000 fans

Cuesent Facebook Ad Spends Targets

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CRM in some

way, and

potential

customers.


OPTION 3: Spending Rs. 10 Lakh’s


OPTION 3 - 95,000 to 1,00,000 fans

OUR

SUGGESTION

Rs. 5 Lakh’s in 6 months in

ten batches of 50k.

Will achieve about 45k to 50k fans by

the end of a six month period.

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

Comprehensive Social Media Analytics

for all Social Media Sites

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.

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Cuesent on Twitter

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.

Regular Tweets Retweets,

@mentions, etc

Replying &

listening

• 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.

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E-mail MarketingYouTube &

Viral Videos

Cuesent Social Media - Stage 2

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-EmailMarketingSimplifiedDetails: 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.

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Cuesent Social Media - CommercialsCuesent Social

Media

Management

Monthly retainer

(before any applicable taxes)Notes

Comprehensive

Facebook

management

(Stage 1)

1st Month: Setup, design, development

and launch: Rs. 85,000/-

Retainer from 2nd Month onwards:

Rs. 60,000/- per month all inclusive

- Service tax of

12.36% applicable.

- NOT applicable on

Ad budgets.

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Suggested

Facebook Ad

budgets with

targets.

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.

Remaining months: Over a the remaining 5 months we can spend

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.

Adhvith Dhuddu Vishnu Ram Ankur Baneerjee

Who’ll be managing the Cuesent account?

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 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.

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

For a complete client list of our clients, please visit our Facebook page:

http://www.facebook.com/AliveNowInc

and many more!

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 • 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.

Technology

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