SOCIAL MEDIA
CONTENT STRATEGY
AT AYOJAK
OWNER/MANA
GER
HEAD
BAKER
DECORATOR
SALESMAN/
CASHIER
BAKER
ASSISTANT 1
DECORATOR
ASSISTANT
SALESMAN 1
BAKER
ASSISTANT 2
SALESMAN 2
HEAD BAKER
ASSISTANT
BAKER 1
ASSISTANT
BAKER 2
DECORATOR
DECORATOR
ASSISTANT
SALESMAN/
CASHIER
SALESMAN 1
SALESMAN 2
OWNER/
DIRECTOR
Location
1
Manager
aker 1
Baker 2
Decorato
r
Assistant
Head
Baker
Location
2
Manager
Logistics
Manager
Salesman
/ Cashier
Salesman
1
Salesman
2
Head
Baker
Baker 1
Baker 2
Decorato
r
Assistant
Salesm
/ Cashi
Salesman
1
Director /
Owner
Logistics and
Marketing
manager
Finance Manager
Area
manager 2
Area
manager 1
Store
manager 1
Store
Manager 2
Store
manager 3
Store
manager 4
Store
manager 5
Kitchen staf
Kitchen staf
Kitchen staf
Kitchen staf
Kitchen staf
Housekeepin
g staf
Housekeepin
g staf
Housekeepin
g staf
Housekeepin
g staf
Housekeepin
g staf
Order Taker
Order Taker
Order Taker
Order Taker
Order Taker
cashier
Cashier
cashier
cashier
cashier
Managin
g
director
C.F.O.
C.M.O.
C.O.O.
Managing
Director
Purchase
manager
C.F.O.
C.M.O
C.O.O
State
manager 1
State
manager 2
State
manager 3
Area
Manager 1
State
manager 4
Area
Manager2
State
manager 5
ABOUT AYOJAK
Established in 2007, in India and the United Kingdom
Online Event Management Product Solution by Signure
Technologies Limited
Products :
Current- Ticketing, Social Meets
Development Stage- Event Promote, Conference
SERVICES &CLIENTS
SERVICES:
End to end solution; creation of event web page, ticket sales, collation
of attendee information, event promotion on social media, and
customer support for booking tickets online
CLIENTS:
Business Clients (B2B): Start-ups to mid-size firms from various sectors
such as entertainment, technology, sports and business
End Customers: Young people / event attendees
CURRENT PRODUCTS
AYOJAK TICKETING
Sell online and offline tickets
Events such as seminars,
workshops, conferences,
technology & entertainment
events
Safe online payment solutions
and promotion of event on
social media
Real time reporting and
analysis on ticket sales
Secure IT infrastructure to
manage event
AYOJAK SOCIAL MEETS
Organize professional social
events such as tweetup or a
cofee meeting
Ofers RSVP feature through
social media platforms
Enables organizers to compile,
manage and communicate
with attendees.
UPCOMING PRODUCTS
AYOJAK EVENT PROMOTE
Create interactive campaigns,
such as quizzes and contests
Digital promotion solution
which includes
Email Marketing
Content creation
Blogging
Forum Marketing
AYOJAK CONFERENCE
Manage end-to-end services
such as registration, logistics,
merchandising and
accommodation
Target: Organizers of large
events, conferences and
exhibitions
EVENT MANAGEMENT INDUSTRY
The industry was approximately INR 8 billion in size
Major categories: Leisure, Cultural, Personal & Organizational
Activities: venue selection, targeting of prospective audience,
awareness creation, ticket sales, arrangement for payment
alternatives
Annual growth rate of 25%
Competitive environment with entrance of many small
ventures
BUSINESS MODEL
CHANNEL
VALUE
ADDITION
CHANNEL
VALUE
ADDITION
COMPETITORS
EventAvenue
MeraEvents
DoAttend
BookMyShow
Eventnu
Unrelated Competition- Facebook & LinkedIn
MARKETING
DIRECT MARKETING
Role of Business Development Manager and freelancers
Word of mouth
Ads on event displays
Google Ads
MARKETING
SOCIAL MEDIA MARKETING
Initially handled by Internal team
Outsourced to Noida based social media agency
Key areas of focus
Updating and building engagement with community members
Generating feedback from B2B clients and end customers
Providing support to B2B clients and end customers
CONTENT STRATEGY
Crucial aspect of any social media presence
Facebook - promote events and create awareness regarding Ayojaks
products
Twitter - promote events, interact with community members and provide
customer service
Blog - promote Ayojaks products exclusively; some posts related to
events and others were generic
Despite these eforts, Ayojak has issues with engaging customers on
these platforms
PROBLEMS WITH SOCIAL MEDIA
STRATEGY
Social Media Strategy alone doesnt guarantee efectiveness
Diferent social media platforms have to be managed well to be efective
The goals the firm gave have clearly not been completed
Apparent disconnect with their outsourced social media firm, Noida;
Lack of balanced content on their Facebook and Twitter
Facebook posts too brand focussed and not customer focussed; Twitter too
customer focussed, not product focussed
Lack of posting consistency and variety, fluctuating month to month
Missed opportunities to engage followers through an established hashtag
Missed opportunities to reach specific audiences on LinkedIn, YouTube and
Pinterest
RECOMMENDATIONS
return the social media department in-house, so that there is a greater connection
between what is going on in the company and the social media content that is produced
increase content that focuses on the customer on the Facebook page (this could possibly
be accomplished by posting more contests and quizzes) personalised, interactive,
integrated and authentic content
increase content that focuses on the brand on Twitter
establish a clear and concise posting calendar for each month to increase consistency
expand social media presence to Pinterest, YouTube, LinkedIn in order to better reach
potential B2B and B2C customers
transition the corporate blog to a video blog
Evaluate user engagement by evaluating metrics
