Holcim on Digital

Holcim on Digital
Presented by Bates Digital
The contents of this presentation is the sole property of bates digital. The concepts and mechanisms may not be copied
or shared with any party. All material here in must be treated as strictly confidential. Copyright 2015 – bates digital.
Social Media
Stats
Competitor
Analysis
Benchmarking Report Facebook
8/1/15 - 8/31/15
Content Analysis
INTERNATIONAL
Ambuja Cement
• 50,000 Fan base with an
average of 80-100 fans
engaging per post
• Content features architects
and celebrated architecture
from around the world
• Educational themed content
• Does a series of Insightful
posts every month on the
following topics
• #ArchitectureMarvel
• #SundayTrivia
• #TrueValue
• #CSRSaturdays
• #Friday Fun
• #MondayMotivation
• Doesn’t’ run promotions
Heidelberg Cement
• The main Heidelberg Cement
FB page features the Quarry
Life Award which is a bi-yearly
international scientific and
educational contest run by
Heidelberg Cement in its
quarries all around the world.
• Most posts are about restoring
nature, the awards ceremony
and events surrounding it
• Many links to their blog are
shared on the page: http://ecorestore.net/
• Fan base is low at just 920 and
engagement is extremely low
• Heidelberg Cement has country
FB pages which posts pictures
of their local events mainly
Cemex
• Nearly 150,000 fan base
• Runs a popular international
event called CEMEX Building
Awards which is given a fair
amount of exposure on FB
• Does a series of posts called
Critically Endangered where
endangered species/plants are
featured.
• Features buildings made using
Cemex material
• Runs a Instagram account
where people are invited to
share their pictures of Cemex
plants around the world
• Posts are not engaging enough
Ultratech Cement
• 93,000 Fan base
• Features famous architects ,
Eco Friendly Facts in posts
• Recently ran a promotion
called #PrideofmyCity which
garnered a fair amount of
interest
• Does a series of video posts
called #BuildBeautiful giving
handy tutorials about
construction
• Posts a lot of pictures of
UltraTech Cement events
Content Analysis
LOCAL
No verifiable Facebook pages
Objectives
Objectives
• Drive awareness about Holcim – Corporate – Products; especially to audiences that are
no longer connected to traditional media
• Highlight the many sustainability exercises – social media optimized
• Own the conversation about a cause and drive equity, goodwill, awareness
• Engage with wider community, multiple stakeholders
Role of Platforms
Immediate Platforms
Facebook
Engagement / Educate / Association
Twitter
Inform
YouTube
Educate
Web Advertising
Interest / Recall / Visibility
Subsequent Platforms
Instagram
Engagement / Association / Subscription
LinkedIn
Networking / Recruitment
TG Strategy
TG Strategy: Interest based
FOCUS Group 01: Corporate
Provide specific corporate info / product info / general marketing communication related
work
FOCUS Group 02: Sustainability
Build on the various sustainable stories. Not all of these lend themselves to good social
media conversations but could still be highlighted with a soft touch
FOCUS Group 03: Environment
Environment is a huge topic that is winning over the millennials. This is an area that is easy
to engage the social media users through. The bulk of the engagement will be driven
through this area.
Facebook
Connect
Engage
Entertain
Value
CONTENT
PEOPLE
ENVIRONMENT
CONSTRUCTION
NEWS
Facebook Content
People
Facebook Content
People
Facebook Content
Environment
Facebook Content
Environment
Facebook Content
Construction
Facebook Content
Construction
Facebook Content
News
Facebook Content
News
Facebook Content
Product
Facebook Content
Product
Content Plan
People Stories
04
Environment Stories
04
Construction Stories
03
Product/Corporate stories
03
News / Updates
03
Additional posts will be managed as and when they come in
Twitter
Twitter Plan
• All FB posts will also be tweeted by conversion to the twitter format with links to read more
• Additional tweets can be arranged as and when required
Introduction of Holcim Hashtags
#HolcimSriLanka
#HolcimSustainability
#HolcimAndCommunities
YouTube
Social Media - YouTube videos – sustainable building / Innovative constructions
Beyond
Corporate
Blog on Sustainability
• Holcim given its focus
on sustainability can
take ownership of this
conversation on line in
Sri Lanka
• However it need not be
limited to the
immediate scope of
construction
• The blog could interview
local personnel, feature
local projects, discuss
with professionals and
officials wh0 work in
this area of expertise
Sustainability in building design and construction
Sustainability is a broad term describing a desire to
carry out activities without depleting resources or
having harmful impacts, defined by the Brundtland
Commission as 'meeting the needs of the present
without compromising the ability of future
generations to meet their own needs.' Some
broader descriptions include social and economic
welfare although these can confuse the basic issue
of the depletion of resources.
Airtightness and sustainable construction
The CREST Pavilion at South West College in
Enniskillen, Co Fermanagh, played host to leading
experts in the field of airtightness and sustainable
construction at an event last week. Organized by
the Centre for Renewable Energy and Sustainable
Technologies (CREST), ‘Achieving airtightness in
buildings’ attracted an audience of 35 people from
businesses operating in the construction sector.
Blog on Sri Lankan Wildlife
• Sri Lankans are
becoming more
aware of the need
to protect the
environment and
especially our
wildlife
• UN goals on
sustainability, the
government and
president’s
interest in this
area are also
timely
Engagement
Lightening things up
An online Game
Based on the flora & Fauna
conservation exercise in the quarries
Users can transfer animals from a
staging ground to the quarry that is to
be rehabilitated.
Users can care for the animals. Learn
about them, share developments with
friends etc.
Budgets
Thank You – The End