lay's india: report

Lay’s India Social Media Marketing

2011

1. Objective

2. Plan

3. Deliverables

4. Insights and observations

5. Roadmap

Table of Content

CAMPAIGN

Lay’s Flavour World Cup Contest

OBJECTIVE

Lay’s India decided to use the Social Web to achieve the following objectives.

1. Build the community around Lay’s 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. Community Management

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 the photos of the users were shared.

More than 400 conversations on this activity.

Album :Lay’s Colour of Flavours World Cup

TVC’S

FACEBOOK: CONTENT

Campaign Related:“Lay’s Flavour World Cup” 1.Posts/ day:

1-22.Types of content: Wall Posts about Launch Promote Contest Declaring Winners Images of the Launch4. Highlights:

Two Albums were created:1.Walk with the Captain:

Winners of Lay’s Flavour World Cup .2.Lay’s Flavour world Cup, Press launch:

Pictures from the press launch were uploaded and 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 Cricket Trivia2. Cricket Puzzle3. Anagram.4. Creative for World Cup4. Highlights: • Wall Post wishing Indian

Team got 6000 Likes and nearly 1000 Comments.

• Victory is Our Flavour:A. More than 150 users

tagged themselves in the picture .

B. More than 500 conversations during the activity.

World cup related posts.

Youtube: Content

Campaign Related:“Lay’s 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• Answering Queries

3. Brand Critical Activitya. Grievanceb. Crisis Management


Conversation/Interactions11th January – 10th April

Overall there were nearly 1 Million Interactions during the campaign.

1. Daily Logged in Page Views: 1,18,3002. Daily News Feed impressions:

7,808,2353. Total Conversations : 49,672Total Likes: 37,334Total Comments:12,3384. Total Wall Posts: 5505. Video and Photo Views : 8,700


Query Management: 1. More than 150 Queries

answered2. More than 75 Daily Reports3. More than 20 Grievances

attended and escalated as per the requirement

4. Prepared a list of more than 10 FAQs 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 concerned authority.

• Campaign Managed: Lay’s Flavour World Cup.Lay’s Flavour Chain


•Lay’s and Pig Fat’s mention

• 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 Month4. 5. Quarterly Report: Every Quarter

Social Web - ORM

• Monitoring:Searched negative mentions for Lay’s with regards to Pig fat.

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

• Findings: Maximum mentions are from Pakistan/or Pakistani websites. Most of them are new comments on the existing threads. There are no new mentions.

• Conclusion:There is no relation between the mentions and Activities by Lay’s India.

INSIGHTS & OBSERVATIONS

1. Positives2. Missed Opportunities3. Way Forward4. 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

Screenshots

1,107 likes440 Comments

1,234 likes291 Comments

842 likes241 comments

2,819 Likes375 Comments

High Impact Conversations

Response for Content- Thematic Albums

302 Likes 32 Comments

432 Likes22 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 time get 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 on weekends is low.3. Posts put up at night (after 8pm) and at 10am in

the morning get minimum response4. 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 Lay’s India Roadmap

4. Insights &Observations: Suggestions & Feedback

2. Feedback Form

4. Insights &Observations: Suggestions & Feedback

Feedback & Suggestions We 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 FB fan page? _______

2. How 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. How 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) interaction on the page?________

8. On a scale of one to ten how would you rate the post activity engagement on the fan page? _______

9. Do you find the removal of spam/irrelevant posts on the page satisfactory? ______

10. On a scale of one to ten how would you rate our online reputation management? ______

11. Do our monthly reports supply you with the required business intelligence?_______ 12. Would you like to highlight any specific area/areas in our deliverables which need immediate

priority based attention? (please specify)______________________________________________________

13. Would you like to highlight any specific area/areas that has scope for improvement? (please

specify)________________________________________________________________________________________________________________________________________________

14. Any area/areas where you think we excel? (please specify)____________________________

Thank Youwww.shack.co.in

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