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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-

Twitter

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%)