I) Duration of Contract
Contract will be awarded for the period of one (01) year, extendable for further two terms with mutual consent on same rates, terms & conditions.
Scope of Work
2.1 SOCIAL MEDIA MANAGEMENT
Set up and manage all Social Media Channels of Pakistan International Airlines (PIA). Tasks include creating or crating content, designing and applying promotional strategies for the social media channels like Facebook, YouTube, LinkedIn, Twitter, Blogs, etc. It also includes monitoring and updating the Wikipedia page of Pakistan International Airlines with appropriate content. Agency will also be responsible for, prompt interactions with Pakistan International Airlines audience in the social media space, as well as, for developing appropriate strategies for engaging the audience in relevant conversations around Pakistan International Airlines Corporation‟s key agenda.
2.2 PERCEPTION MANAGEMENT
Develop a perception management strategy for Pakistan International Airlines and effectively implement it. Several tools including short perception videos are to be produced and showcased in relevant social media platforms. Social Media Events, media campaigns, awareness programs, engagements, etc. are to be organized, so as to reach the new media population. Liaison with different public forums to disseminate information regarding PIA to create a vibrant brand visibility amongst the public at large. Organize strategic meetings with key influencers and other support forums as well. Manage high-end media relations and organize top-level interactions as and when required.
2.3 MEDIA PLANNING AND STRATEGIES
Plan, advice and execute strategic and tactical social media planning. Make effective use of fast growing online/digital media to expand PIA‟s brand online. Innovative and proactive attitude towards generating ideas and subsequently executing those ideas would be imperative. Strong understanding of airline business needs and the industry landscape and can adjust and adapt fast to changing business requirements.
2.4 DIGITAL CAMPAIGN PLANNING AND EXECUTION
Proficient in planning and executing digital campaigns, including but not limited to Search Engine Marketing, Social Media Amplification and Biddable Digital Display. Possess requisite knowledge and experience across a wide range of digital tools, including but not limited to campaign optimization tools, demand-side platforms, analytical tools and data-management tools. Conduct regular in-depth reviews of PAIC‟s digital presence,share of voice and campaign performances to identify gaps/opportunities against leading practitioners.
2.5 SOCIAL MEDIA ANALYTICS:
The agency has to submit analytics about the social media performance of Pakistan International Airlines at regular frequency (i.e. weekly, monthly, quarterly) and should be able to provide solutions, based on such analytics and feedback. KPIs & performance metrics will be mutually finalized for review of the performance and measure success/response for each of the medium(i.e. face book, twitter, YouTube etc) used. This will not only facilitate in increasing traffic but also facilitate in development of the strategy
2.6 MEDIA INTELLIGENCE:
Comprehensive monitoring of print, visual and social media for Pakistan International Airlines and submitting customized reports, as well as analytics. Proactively gauge media and public sentiments through monitoring as well as through interaction with key resources in respective segments and develop prompt communication strategies. Plan and initiate discussions in the media for Pakistan International Airlines whenever necessary
2.7 SOCIAL MEDIA MONITORING PROGRAMME
Planning and Executing a “Social Media Monitoring Program” on Social Media platforms. The Social Media Monitoring Program will undertake monitoring of keywords primarily in the prime source markets for PIA. Social Media Monitoring Program will create and manage a Monitoring platform, which will be both predictive and reactive in approach. Providing feedback on best practices in marketing and promotion across the airline industry world on Social Media.
3. Deliverables
The following are the minimum deliverables to be ensured to cover the scope of work.
3.1 Professional Executive Support
(i) The agency has to deploy at least one social media expert at PIA Headquarters in Karachi, for exclusive Social Media work of PIA. He /She have to be available to PIA during PIA Office Hours. The expert shall be in continuous touch with PIA for effective flow of information in social media platforms. The credentials and details of such personnel being deployed at PIA Office must be communicated to the concerned officials of PIA.
(ii) Apart from the above personnel, a senior level professional of the agency, who is experienced in handling such accounts, is to be identified as the project/ account leader for this work, and he/ she should remain as the exclusive single point contact for all the activities related to the execution of this work. The credentials and details of such personnel being must be communicated to the concerned officials of PIA.
3.2 Facebook:
(i) Profile/ Page Management
(ii) Find and remove fake pages & continuously migrate ongoing & future traffic on the official page of PIA
(iii) Achieve page verification
(iv) Brand awareness and engagement
(v) Lead generation or customer acquisition
(vi) Customer query & support management –maintain script book
(vii) Promote upcoming events
(viii) Share a mix of relevant links, blog posts, and engaging content
(ix) Track fan activity and profiling, Engage with influencers
(x) Customizing with Vanity URL
(xi) Facility to access the reservation through the Facebook page
(xii) Continuous Engagement & campaigning
(xiii) Conduct online customer satisfaction and related surveys and share feedback and submit reports to the PIA management for perception management/customer engagement strategy.
(xiv) 4 number of posts per day
(xv) Minimum 200,000 Permanent New Fans / Month
(xvi) Cross promotion on other platforms
(xvii) Share international events in various countries to trigger sales/marketing of the airline in those destinations such as Olympics, sports world cups etc in order to attract passengers.
(xviii) Analytics & Tracking
3.3. Online videos (YouTube):
(i) Profile Management
(ii) Creation, uploading and management of videos/ animations/interviews.
(iii) Testimonials & interview
(iv) Event Videos
(v) Corporate Videos
(vi) Viral sharing
(vii) Showcase positive company culture
(viii) Post product videos and demos
(ix) Create a video series to share
(x) Four Videos / Month
(xi) Analytics & Tracking and counter adverse comments.
3.4. TWITTER (Micro Blogging)
(i) Communicate issues from social media to support team and ensure follow-up
(ii) Listen and respond to relevant conversations
(iii) Build reputation
(iv) Lead generation or customer acquisition
(v) Share a mix of relevant links, blog posts, and engaging content
(vi) Segment influencers and create lists
(vii) minimum twenty 20 number of posts per month
(viii) Initiate minimum 5 Hashtag usage
(ix) Increase Followers, Mentions, Favorite Retweets etc.
(x) Analytics & Tracking and counter adverse comments.
3.5. LinkedIn:
(i) Profile Creation & Management
(ii) Engaging the Professional Community
(iii) One Update / Day
(iv) 10,000 Followers / Month
(v) Utilizing the HR Advantage
(vi) Analytics & Tracking
3.6 Monitoring & Analytics.
The agency will develop and present different periodic and demand reports with the details of social media analytics along with analytics provided by Google and other social media platforms. The Agency will also perform duties of gate keeping and will not let publish inappropriate material on the social media face of PIA. Any legal implication arising out due to the copyright violation will be the responsibility of the vendor/bidder
3.7. Other Social Media Platforms
Apart from the above platforms, the agency may introduce any new social media platform and the agency has to take up such work without any additional cost involvement.
Source: PIA
Abbas
