shack lays india social media marketing 110620070020 phpapp02

8/4/2019 Shack Lays India Social Media Marketing 110620070020 Phpapp02

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Lays IndiaSocial Media Marketing

2011



1. Objective

2. Plan

3. Deliverables4. Insights and observations

5. Roadmap

Table of Content



CAMPAIGN

Lays Flavour World Cup Contest



OBJECTIVE

Lays India decided to use the Social Web to achieve

the following objectives.

1. Build the community around Lays India.

2. Reach out to Community and engage them .

3. Build brand affinity through presence on relevant

platforms.4. Promote their campaign and ensure greater

participation from everywhere.



PLAN

1.Presence Management:To be present on relevant platforms .

2. Information Management:Inform users about brand, activity, contests and queries.

3.Engagement:Engage the community members on various platforms and

engage in meaningful conversations.

4.Monitoring:Monitor the brand on Social Web .



Platforms Managed

A. Facebook

B. Youtube

C. Social Web



DELIVERABLES

1.Facebook

2. Youtube

3. Social Web [ORM]



Deliverables: Facebook

1. Content

2. CommunityManagement

3. Reporting



FACEBOOK: CONTENT

Content Themes:

1. Brand Related

2. Campaign Related

3. Cricket Related



FACEBOOK: CONTENT

Brand Related1.Posts/day:

1-2

2.Types of content :Wall Posts /TVCs/ Image Related

Activity.

3. Examples:

� Flavour Chain� Six Flavours,

� Albums with UGC

� 6 teasers on YouTube

4. Highlights: Headgear Album was

created where all thephotos of the userswere shared.

More than 400conversations on thisactivity.

Album :Lays Colour of Flavours World Cup

TVCS



FACEBOOK: CONTENT

Campaign Related:Lays Flavour World Cup1.Posts/ day:

1-2

2.Types of content:

Wall Posts about Launch

Promote Contest Declaring Winners

Images of the Launch

4. Highlights:Two Albums were created:

1.Walkwith the Captain:Winners of Lays Flavour World Cup .

2.Lays Flavour world Cup, Press launch:Pictures from the press launch were uploadedand shared to promote the new six flavours.

550 Conversations

50 Conversations



FACEBOOK: CONTENT

Cricket Related1.Posts/ Day:

1/2 posts on brand related.

2.Types of content:

1. Cricket Quiz CricketTrivia

2. Cricket Puzzle3. Anagram.

4. Creative for World Cup

4. Highlights:

� Wall Post wishing IndianTeam got 6000 Likes and

nearly 1000 Comments.� Victory is Our Flavour: A. More than 150 users

tagged themselves inthe picture .

B. More than 500conversations duringthe activity.

World cup

relatedposts.



Youtube: Content

Campaign Related:Lays Flavour World Cup

1.No of Uploads:

6

2.Types of content:TVCs & Teasers



Facebook: Community Management

1. Initiate interaction on the page .

2. Moderate activity on the Fanpage page by

� Removal of spams

� Removal of abusive language

� Limiting quarrels

� AnsweringQ ueries

3. Brand Critical Activity

a. Grievance

b. Crisis Management




Conversation/Interactions11th January ± 10th April

Overall there were nearly 1 Million

Interactions during the campaign.1. Daily Logged in Page Views: 1,18,300

2. Daily News Feed impressions:

7,808,235

3. Total Conversations : 49,672

Total Likes: 37,334Total Comments:12,338

4. Total Wall Posts: 550

5. Video and Photo Views : 8,700




Q uery Management:1. More than 150 Q ueries

answered

2. More than 75 Daily Reports

3. More than 20 Grievancesattended and escalated as

per the requirement

4. Prepared a list of more than

10 FAQ s for users.5. More than 25 Critical Posts

monitored

6. Response time varied from

24 hrs to 72 Hrs.




Grievances:

� Grievances with regards to

the brand/ contest/ activity

were recorded and sent

across to the concernedauthority.

� Campaign Managed:

Lay¶s Flavour World Cup.

Lay¶s Flavour Chain




�Lays and Pig Fatsmention

�Constant Monitoring of

the Keywords related to brand

�Crisis was detected within a

minute and escalated.

4.Crisis Management



Youtube: Community Management

1. Video Uploads.

2. Interaction with the Users.

3. Query Management .

4. Monitoring .



Facebook : Reporting

Reporting

1. Query sheet management: Every day

2. Community management: Weekly

3. Monthly report: Once in a Month

4.

5. Quarterly Report: Every Quarter



Social Web - ORM

� Monitoring:Searched negative mentions for Lays with regards to Pig fat.

� Analyze

Negative mentions found on Social Web, Twitter, Facebook Page and Forums.(Report Submitted)

� Findings:Maximum mentions are from Pakistan/or Pakistaniwebsites. Most of them are

new comments on the existing threads. There are no newmentions.

� Conclusion:There is no relation between the mentions and Activities by Lays India.



INSIGHTS & OBSERVATIONS

1. Positives

2. Missed Opportunities

3. Way Forward

4. Suggestions and Feedback



4. Insights/ Observations: Positives

1.Platform:Lay¶s consumers were looking for a platform where they can

group around the essence of the brand.

2.Acknowledgement:Users like interacting given their voice is acknowledged.

Meaningful & Planned Content creates Impact.

3.Activities:Users look forward to activities to bond with the brand

such as contests, games and discounts.4.Brand as Extension of Surroundings:

High affinity for Local Events, Festivals and Happenings

such as Valentine Day, World Cup, IPL, College Fests and

Religious Festivals

S

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1,107 likes

440 Comments

1,234 likes291 Comments 842 likes241 comments

2,819 Likes

375 Comments

High Impact Conversations



Response for Content-

Thematic Albums

302 Likes

32 Comments

432 Likes

22 comments



4 . Insights/Observations: Achievements

Brand Enthusiasts



We would to like to emphasize on the following ground:

1. During the Activity /contest period the page has maximum

engagement which shows that the users like to participate

in the activities and contests.

2. If we talk more about the brand the users after some timeget bored and do not want to talk on brand centric posts

rather they are very much interested in the Topical/Generic

posts which according to their interest.

3. There are a lot of Cricket Enthusiasts on our platform.Maximum number of comments are generated from the

cricket /interactive posts .

4. The picture related posts also engage a lot of users on the

platform. More than 150 comments are obtained from the

pictorial posts .

INSIGHTS & OBSERVATIONS: Positives

Summary



4. Insights &Observations: Missed Opportunities

1. Integrated Content Strategy:Content Strategy which is in sync with Lay¶s India¶s

Brand Activity & Campaign on other platforms.

2.Rounded New Media Presence:Presence on platforms such as Twitter , Foursquare and

Branded Blog

3. Integrated Content:� More content will help to make engagement better such as

Videos, Livecasting, Location Based Games Podcasts ,

Features, Food Wiki.� The video/pictorial content on the page is lacking.

� It has been observed that video related content generates

greater response than textual content .



1. The video/pictorial content on the page is lacking.

It has been observed that video content generates

greater response than text

2. Response rate of users onweekends is low.

3. Posts put up at night (after 8pm) and at 10am in

the morning get minimum response

4. Posts put up around 11 am in the morning and 4-

5pm in the evening generates much response .

5. Few interactive/generic posts on the page.

4. Insights &Observations: Missed Opportunities

Summary:



Brand Research

Mapping Brand Attributes with Attributes of TG

Choose Common Attributes

Create Platforms (Causes, Campaigns, Long Terms Activity)

Reward Loyal Users and Brand Enthusiasts

Constant Feedback and Monitoring

4. Insights &Observations: Way Forward



1. Suggestions for Lays India Roadmap

4. Insights &Observations: Suggestions &Feedback



2. Feedback Form

4. Insights &Observations: Suggestions &Feedback

Feedback & SuggestionsWe would appreciate if you kindly take some time out and let us know how we have

done so far, and which areas we need to improve upon. Your feedback will be of

immense help in helping us getting better at what we do. Thank you!

(Please rate us on the various parameters mentioned below in a scale of 1 to 10, where 1 is the least

and 10 excellent.)

1. On a scale of one to ten how would you rate the landing page of your

B fan page? _______

2. ¡ ow relevant do you find the various tabs in the fan page?_______

3. On a scale of one to ten how would you rate the content on the fan page? _______

4. ¡ ow relevant are posts to the brand and its attributes? _________

5. Do you find the fan page visually appealing? (Yes/No)

6. On a scale of one to ten how would you rate the interaction between the brand and the fans

on the fan page? _____

7. On a scale of one to ten how would you rate the pre activity (contest, introduction of apps)



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shack lays india social media marketing 110620070020 phpapp02

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