Twisted tales of the wise you have survived

Enough to say at the gates you have arrived.

Now is time to prepare and fly
But first be careful of what underlie.
And thus begins your heroic story
Lets see how far you go for glory.

Congratulations on surviving the first battle of Gordian Knot !!

Businesses have hit the gold mine with the power of Social Media Marketing at their
disposal. The battle is growing fiercer day by day. Polish your shields and sharpen your
spears for you will now be sent to your next battleground Facebook.
Rules of the Battle:

Assume that you are the Brand Management team of XYZ product. You are required
to promote XYZ product by creating and managing a Facebook page for it. You must
share the admin rights of this page with Gordian Knot Mentors.

You can use different tools to popularise your FB page like videos, PR stories (real or
fake), original posts, posters, articles, links etc. this is your chance to show off the
creative and imaginative streak of yours!

Send us a brief write up on your mission and vision statement (75-100 words) to
gordianknot@irisiimi.com with subject as TeamName_MVS before 22nd October
2014, 11:00 am.

Along with the statements, the teams need to provide the entire list of features of
their product .The teams can not add any new features after that and they can not
deviate from the already mentioned features.

While you can use any promotional tool at the expense of certain number of Gordia
Your total budget is 300 Gordia (refer to the exhibits at the end).

Choose the best mix of tools for a successful social media marketing campaign. Your
success would be measured in terms of:
o

Return on investment

Reach

Quality, content, consistency, creativity, context, spontaneity, coverage and

effectiveness of the tools used by you to market

Take note that teams will be judged on how well they address the purpose of
Brand building, Brand promotion, Brand positioning and Creative marketing
skills

Thus, idea creation, presentation and creativity should take the front seat
while your digital skills are secondary

You will run the campaign for 5 days i.e. 21st-25th October, 2014

At the end of each day you are required to send a mail to the Gordian Knot Team to
inform them of the content update on your Facebook page writing in a line about
your reason or thought behind that post. . Fill the excel sheet attached in the mail
and send it to the Gordian Knot team at gordianknot@irisiimi.com . Failing this, your
post will not be evaluated.
Eg.: Status Update Colour Safe keeps my clothes happy to emphasise on the
USP of the detergent

Although your total reach, return and cost will be calculated at the end of 5 days, you
will also be judged on the consistency of your performance on each day.

Your product category is- JEANS

Guidelines:
1. Share the admin rights to your FB page with Gordian Knot members. Refer to the
FAQs to know the steps for sharing admin rights. Failure to do so will lead to
disqualification.
2. Your Facebook page must have Gordian Knot, Flexituff (Co-Sponsor) and IRIS14 logo
in its cover image (attached in the mail).
Placement of Gordian Knot logo: Top right corner
Placement of Flexituff logo: Left to Gordian Knot logo
Placement of IRIS14 logo: Top left corner
3. While creating the page, you will be asked, Will this page represent a real business,
product or brand? Yes/No All the teams must select NO as the option.
4. IIM Indore and Gordian Knot team will not be responsible for any content posted by
your team. However, the organisers reserve the right to remove any inappropriate
(profane / vulgar) content without approval of the team.
Some Dos and Donts:
1. There will be an absolute zero tolerance towards profanity. Any team indulging in the
same will be issued a warning. Third warning will lead to disqualification.
2. Decision of the judges will be final and binding.
3. Please do not discriminate based on religion, caste, creed, sex etc.

4. Refrain from engaging in any negative publicity for rival teams Facebook pages.
5. Do not restrict your creativity. Good humour is always appreciated!

Should you have any queries, feel free to reach out to us at gordianknot@irisiimi.com
Abishek Shenoy +91 99 4510 3342
Pavan Bhambhani +91 881 8882 169
Rimzhim Mathur +91 882 7686 526
Akshay Agrawal +91 947 9754 484
You can also connect with us on Facebook at www.facebook.com/gordianknot.iimi
Let your imagination take flight and conquer.
Team Gordian Knot
EXHIBIT 1
Digital Tool
Status
Update

Cost (in Gordia)

5 Gordia per update

PR Stories

Black n White- 10 Gordia per

Story Post
Colour 15 Gordia per story
post
10 Gordia per poster

Poster
Video

Upto 2 mins video - 50

Gordia
More than 2 mins video 80
Gordia

Description
You can use text as an effective mode of
communication (not more than 40 words).
You can also post external links to relevant
articles (only) as well.
You can use fake newspaper clips as a
part of your PR exercise.

You can create posters as print

advertisements of your product
You can only post your original videos.
You also get bonus points for using this
tool effectively.

EXHIBIT 2
The graph below shows the number of people every digital tool reaches at different levels of
investment in those tools. You have to maximise your reach.

EXHIBIT 3
The graph below shows the return on investment from various digital tools. You also have to
maximise your returns.

Understanding the graphs:

Investment of x gordia is mentioned on the X axis.
Say I want to invest in 1 video of 5 minutes. How do I know how much return and reach I
earn?
Ans : 1 video of 5.5 minutes will cost me 65 Gordia (from annexure) correspondingly I will
earn a return of approx* 25 Gordia (reading from Y axis of Investment-Return graph of video)

*- for accurate values, formulae may be used.

Now, say after making this first investment, I invest on 2 posters. 1 poster costs 10 gordia.2 posters
will cost 20 Gordia.Hence total investment is 20 Gordia.Corresponding to this, a return of approx
12.5 Gordia is obtained see graph below.

Total Return now, is therefore 25+12.5 = 37.5 Gordia from a total investment of 85 Gordia.

A similar methodology is used to calculate reach as well!

Important :
1. Likes,Shares,comments are not needed for winning this round.
2. Total resources available with you is 300 Gordia.This is to be spent across the week. (not per
day) Discretion on amounts and type of channels in which you spend rests with you.
3. The number of communication channels available with you are restricted to the 4 shown in
the graph.