TSD Corp is a marketing agency that helps brands to establish a digital presence on various social media platforms and directly interact with the customers through their proprietary brand offerings. Based in New Delhi, its clientele includes sports, Bollywood & government accounts, among others.
I was approached by a senior management person for a social media role at TSD Corp. We were connected on LinkedIn where he asked my contact details to discuss the profile.
Later, I was interviewed by the social media manager over the phone + submitted an assignment as selection criteria, and joined them within two weeks.
I was primarily hired to handle Kings XI Punjab or KXIP's social media channels.
As time went by, I also handled profiles of women cricketers (8), hockey players (3), sports teams (DD), executives (from KXIP), corporate (Air India), and other sports-related communities (role and contribution varies).
I sometimes collaborated with in-house designers to cover matches, get creatives done during match days + for regular posts over emails + setting infographics layout from scratch.
I once directly worked with KXIP's digital marketing manager over Skype to plan a marketing activity for IPL 8.
I also wrote articles on cricket and did player profiles during my work tenure at TSD.
With them, I worked as an individual (for KXIP) and in a team (for Circle of Cricket, etc.).
Handling and managing day-to-day activities for Kings XI Punjab.
Content creation, suggestion, and reporting for KXIP's social media channels and website.
Engagement analysis and making suggestions based on data.
Updating website with news, press release, and blog posts.
Evaluating KXIP website and mobile app.
LIVE Tweets on match days.
Setting benchmarks and tracking competitors.
Active involvement in KXIP's all digital activities / campaigns / contests.
Other duties as assigned.
Re-sharing articles on my sports blog, Planet "M", for keeping a record of my work and exhibit my skills.
How Google HOA (Hangouts On Air) works.
Hands-on experience with social media campaigns — ideation, planning, co-implementing, analysing, and reporting.
Managing elite sports teams / players / communities, and collaborating with relative sponsor / promotion work on digital.
First hands-on exposure of Augmented Reality (AR) in a limited setting.
Covered entire Indian Domestic Cricket Season for the first time.
Covered multiple sports events LIVE concurrently while managing strict deadlines.
Limited hands-on experience of sentiment analysis during IPL 8.
First hands-on experience of doing social media surveys for a brand or its partner.
First hands-on experience of writing a landing page's copy.
Through analysis of social media data, identified which visual elements work best with the KXIP audience on social media.
Tweaked social media strategy based on past content performance + team's on-field performance during and after IPL 8.
Reviewed KXIP website and its official Android app for improvements + updated players' data as part of IPL 8 preparations.
Single-handedly prepared questions-to-be-asked for a YouTube campaign (that had about 10+ videos planned in total) during IPL 8, all from mobile, within strict deadlines.
Part of the team that travelled to Mohali for a 2-day work trip for the above YouTube campaign's segment that included meeting with sports & Bollywood celebrities at the end of the YouTube LIVE session.
#1 IPL team in terms of gaining followers on Instagram — for a specific time-period.
Improved Twetter contest reach by 7.4x — from the previous activity.
Covered ICC Cricket World Cup 2015 and IPL 2015 Final without any assistance from the Manager.
Content Creation for a KXIP Sponsor in the individual capacity — from creative to post's copy.
Setting report formats (for KXIP and other accounts), and mentoring colleagues for the same.
Suggested new content themes for KXIP — #SpotTheBall, Quotes from Legends, #KXIPMoment, etc.
Created content for a fun series, aimed at driving website visits. Suggested to promote it as KXIP Star of the Week.
Performed competitor analysis for KXIP — in context of digital branding and social presence.
Provided insights on the visual elements that work well with the KXIP audience, along with limited sentiment analysis.
Oversaw a poster design over email for KXIP — as part of overall outdoor and in-stadia creative strategy for IPL 8.
Designed and implemented post-IPL CSR survey — sponsored by a KXIP partner for IPL 8.
Part of the Fan Feedback Survey Team — done by another KXIP partner to better understand KXIP followers.
Worked directly with the KXIP Digital Marketing Manager — for an IPL 8 campaign over Skype.
Prepared 29 reports in 2 weeks to report IPL Season 8 activities — for KXIP, its partners, and other stakeholders.
Efficiently created 40 reports for KXIP in just one month — included IPL 8; social media campaigns; weekly & monthly reports.
Covered 3 back-to-back sports events LIVE in span of 73 days — Ind-Aus-SL Tri-series, Hockey India League 3, and ICC Cricket World Cup 2015.
Part of the Google Hangouts On Air (HOA) team — for Kings XI Punjab, Delhi Daredevils (DD) & Circle of Cricket.
Created and implemented content plan for DD — for one week.
Once led implementation of a LIVE Google HOA promotion, and guided the social media team for the same.
Reported TSD's entire clientele performance on social in a monthly Excel sheet format — from Nov '14 to April '15.
Optimised Twitter, Instagram & Google+ profiles of women cricketers and hockey players — 11 in total.
Wrote Social Media Guidelines for the company.
Defined infographic layout with a Senior Designer for a government client under strict deadlines.
Suggestions to keep KXIP website aligned with Google updates — like social profiles in Search results.
Handled 13 different accounts individually for a period of 3 months — all on sports.
Thrilled to see the functioning of an AR app in 2015 — it was a KXIP partner for IPL 8.
Sports teams (Kings XI Punjab & Delhi Daredevils)
Sports communities (Circle of Sports & Circle of IPL)
Sports players (Archana Das, Asha S Joy, Sushma Verma, Veda Krishnamurthy, Vanitha VR, Karuna Jain, MD Thirushkamini, Gouher Sultana, Manpreet Singh, Raghunath VR, Gurvinder Singh Chandi)
Executives (Fraser Castellino)
Government (MEA, Indian Diplomacy)
You can read all the content on my sports blog, Planet "M".
List of the social media campaigns I was involved in, for KXIP.
Twitter (#MeetTheLions, #AskAxar, #LohriWithKXIP, #PlayForKings, #AskBailey, Cheer for Team India & #KXIPCheerSquad)
Facebook (#AskManan, #LohriWithKXIP, #PlayForKings, #AskSandeep, Cheer for Team India & #KXIPCheerSquad)
Instagram (Celebrate Holi with KXIP, #LohriWithKXIP, Cheer for Team India & #KXIPCheerSquad)
Google+ & YouTube (#KXIPHangout talk 20-20, #LohriWithKXIP, #PlayForKings, Cheer for Team India & #KXIPCheerSquad)
Links of Kings XI Punjab's social media channels.
Link of Kings XI Punjab's website and mobile app + other brand updates.
KXIP's Android app link is currently unavailable as of 2019.
KXIP has rebranded itself to Punjab Kings as of 2021. Hence, the above links might not work.
Google Sheets (self-reporting the work done in a day)
Adobe Photoshop (while working with designers in a supportive role)
MS Word (for content ideation to final draft to-be-published on the website)
Google Search (for both topic research and images)
WordPress (CMS for website content publishing)
Yoast plugin (SEO for WordPress)
Blogger (CMS for website content (re)publishing on my blog)
Various social media sites and content directories (It used to take me 1-2 hours to promote my own content)
Bitly (to track the link clicks for readership analysis)
MS Word / Gmail (for campaign briefs + questionnaires for HOAs)
Instagram Analytics (Iconosquare)
YouTube Analytics (once set up report format for a govt account as per client request)
Suggesting new content ideas
Team & Dept. Collaboration
Content Writing & Blogging
Occasional Content Writing
Social Media Marketing & Management
Social Media Reporting & Analysis
Social Media Optimisation
Search Engine Optimisation
Searching images for social media creatives
LIVE Tweets during matches
Daily communication via Skype, WhatsApp, Phone Calls & Emails
Email Etiquette & Follow-ups (aka GTD)
Productivity & Keeping Calm
Social Analytics (Facebook, Twitter, Google+, Instagram, YouTube)
Branding via social media
LIVE event coverage via social media + website
Quick meetings over phone call or Skype
Optimising links for email marketing
Copywriting for landing pages & email blasts
Writing Social Media Guidelines
Preparing Social Media Surveys
Working individually & in a Team
Working with brand partners
Directly working with the clients
Working with different stakeholders
Creating customised reports & mentoring teammates about the same
Working in a Hybrid setting
Learn where & how you can — and cannot — use information available on this site in our humanly-readable House Rules.