social media case study: amway india becamethe #1 indian brand for page-post engagement
DESCRIPTION
Social Media Case Study on how Amway India Became #1 Indian brand for Page-Post Engagement on Facebook among 200 Brands within just 3 months of its launchTRANSCRIPT
KRDS Case Study: How Amway India reached 30k users and became the number one Indian brand for page-post engagement on Facebook in 3 months of its launch
KRDS Case Study: Amway India’s Community Management
Background and objectives
In May 2013, the Indian branch of the multinational direct selling company Amway awarded its Social Media duties to international Social Media agency KRDS after a multi-agency pitch process.
The American multinational company goals included:
Recruiting a large fan database Interacting and creating an effective
relationship with the ‘young’ fans Creating brand awareness and
spreading Amway’s core values on Facebook
Identifying and rewarding the online brand ambassadors
KRDS Case Study: Amway India’s Community Management
Our Solution
KRDS created Amway India’s Facebook Page from scratch and started:
Posting on behalf of the American multinational company on Facebook two or three times a day
Interacting with fans through messages, timeline posts, quiz polls
Developing tabs such as Welcome, Community Guidelines and other applications
Moderating the received comments on an hourly basis
Supervising the Page’s Crisis Management
KRDS Case Study: Amway India’s Community Management
Amway India’s community grew from 0
to over 30k fans in just 3 months, without any media purchase.
Results
KRDS Case Study: Amway India’s Community Management
Results
0
5000
10000
15000
20000
25000
30000
35000
13293
19109
29742
Increase in number of fans (Jun-Aug ‘13)
June July Aug
KRDS Case Study: Amway India’s Community Management
Results
June July Aug0
5000
10000
15000
20000
25000
6301
17590
22622
Average Engagement (Likes, Shares & Comments Jun- Aug)
KRDS Case Study: Amway India’s Community Management
Results
June July Aug
0
2000
4000
6000
8000
10000
12000
5560
7523
10965
Average reach* of posts (Jun-Aug)
*Reach: number of people who see the posts
KRDS Case Study: Amway India’s Community Management
Top publications
Very quickly, Amway India’s Facebook publications generated very high engagement rates and extremely positive feedbacks.
Some posts received over:
1421 Likes152 Comments
1101 shares
1000Comments
1000Shares
1000Likes
4.7%Engagement
Rate
KRDS Case Study: Amway India’s Community Management
Top publications
1410Likes
114Comments
1174Shares
3.3%Engagemen
t Rate 1204Likes
101Comments
904Shares
Engagement Rate
2.1%
KRDS Case Study: Amway India’s Community Management
Global fans’ feedbacks (June to August 2013)
KRDS Case Study: Amway India’s Community Management
Global Results
10 million of social impressions
generated in the users’ newsfeed between June and August!
4 million out of these social
impressions have been generated by the posts
virality
KRDS Case Study: Amway India’s Community Management
In June 2013, the provider of media analytics Socialbakers ranked Amway India as the number one Indian brand for
page-post engagement on Facebook among 200 brands
“Why is Engagement Rate the #1 Social Metric?
When we talk about Engagement, we are referring to the activity on your page, to fan interactions to your post types, etc. There are several types of Engagement metrics:
Interactions – Like, Comments, Shares, Replies, Rewteets, and so on.Reach – the percentage of fans that have seen your post from your Page.
Engagement Rates – a formula for quantifying brands’ success”Source: socialbakers.com
KRDS Case Study: Amway India’s Community Management
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