more social media case study
TRANSCRIPT
more. - Social Media Campaign Audit
Introduction
Account Name: more. Supermarket + more. Megastore
Account Active Since: 18th Feb 2011
Campaign Duration: 1 Year, 9 Months
Campaign Retainer: INR 40,000
Period of Audit: 1st January- 30th September
Summary of Monthly Deliverables
• 4500 Fans on Facebook fan page
• 60 Updates
• 20 reviews
• Online Reputation Maintenance
• Customer Relationship Maintenance
• Applications Development (Value accrued monthly)
• Every month, applications worth INR 3,500 can be developed. If in any month, apps are not developed, the value is accrued
Pillars of the campaign
Social Media Campaign
Engagement with Users
Growth in Reach
Customer Relationship Management
Online Reputation Maintenance
Growth in Reach
The first and foremost task on Social Media was to build a Reachfor the Fan Page. Without people to talk to, the purpose ofcommunication becomes invalid. Two things are inherentlyimportant for generating reach:
• Increase the Fan Base• Increase the Reach that every update on Facebook gets
Increase in Fan Base
January
February
March
AprilMay
JuneJuly
August
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
1,941
4,409
2,152
3,373
7,871
1,440
5,602
4,460
Fans Added
Fans Added
Trend of Increase in Fans
Reach of Page Posts
Trend of the Reach of Updates
JanuaryFebruary March April May June July August -
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
97,431
98,313 103,530
135,147 120,915
110,436
145,432 160,233
Total Reach
Total Reach
Pillars of the campaign
Social Media Campaign
Engagement with Users
Social Media is a Two Communication medium. Not only does aBrand communicate with the users, even the users react back.Responses by users on Facebook is termed as Engagement.
There are Four Major Types of Engagement:• Likes• Shares• Comments• Clicks on Posts• Logged In- Page Views
Growth of Engagement over the last 6 months
Engagement with Users
January February March April May June July August -
2,000
4,000
6,000
8,000
10,000
12,000
14,000
4,451
7,522
5,474
7,223
12,348
6,568
11,279
11,157
Engaged Users
Engaged Users
Logged in Page Views
Number of People who came to the page
January
February
March
AprilMay
JuneJuly
August
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
2,206
2,796
2,332
5,603 6,386
4,259
7,332
5,174
Logged in Page views
Logged in Page views
Major Applications/Contests for Fans
Know more. Get more.Contest
Need for the Contest: • The contest was developed to promote the Private Labels of More. And
engage users in an activity which enhances Brand Recall
Challenge:• To use Facebook to create mass awareness through engagement and
social sharing about more.’s Private Label• To achieve ROI in terms of large number of contest entries and providing
an end to end social sharing integration model
What was Know more. Get more. Contest?
Know more. Get more. Contest- Concept
• Users were asked to submit their name, email and contact number to engage in a quiz contest
• 3 Questions related to the brand’s private labels had to be answered
• The users were chosen on the basis of merit as well as a lucky draw
• Tasks in the application were:– Answering from 3 MCQ’s– Write a one-liner about why they like to shop at more.– Inviting their Friends to the Application– Sharing participation via Facebook updates and Tweets
Mediums for Promotion
S.R NO Medium Number
1 Status Updates 60
2 Fans Through Facebook Ads 6146
3More’s Email Database 2000
Step 1: Sharing personal info
Step 2: Answering the Quiz
Step 3: One-liner Step 4: Click to invite friends
Step 5: Choose friends and send request
Step 6: Write an update to share contest with friends on Facebook
Munchy Moments Contest
Need for the Contest: • The contest was developed to promote the Munchy Moments Festival.
The festival had offers on Snacks and namkeens category of products• The core thought of Festival was sharing of namkeens and snacks
Challenge:• To conceptualize a contest which reflects the Core thought of Munchy
Moments Festival• To involve users on Facebook in an activity which is at once capitivating
and a clear reflection of the festival
What was Munchy Moments Contest?
Munchy Moments Contest- Concept
• Users were asked to perform simple Social tasks on Facebook to earn points
• These points tallied to their final Score in the Application Leaderboard
• The leaders on this leaderboard were selected as the winners
• Tasks in the application were:a. Inviting their Friends on the Applicationb. Tagging Friends in pictures of Munchy Moments Festival
Mediums for Promotion
S.R NO Medium Number
1 Status Updates 15
2 Fans Through Facebook Ads 4283
Total Points Scored by Users: 1,57,92,395
Total People Invited on the Application: 1,59,275
Total tagged friends: 14,99,602
Daily Active Users: 2,206
Lifetime Total Users: 401
Total winners 10
Key Metrics
• With over 400 entries to the contest in a span of 30 days shows that this has been one of the biggest success stories for the page
• A staggering 1 lakh and more people were invited to the application• Close to 15 lakh tags on pictures were made. This meant an equivalent number of
impressions for the Application creatives• About 2000 people actively used the application daily in the span of 30 days• Created a lot of Buzz and Hype about the Munchy Moments Festival
Summary of the Contest
Pillars of the campaign
Social Media Campaign
Online Reputation Maintenance (ORM)
Online Reputation Maintenance is upkeep of Brand’s reputationon Social Media Channels and Consumer Forums. This is done byposting positive service or product reviews on relevant listingson such platforms. When these many positive reviews are postedon such platforms it yields in two ways:
• Better ratings and reviews by actual users• Better ranking and Hygiene of the brand in Search Results
Work done for ORM: Asklaila.com
Work done for ORM: Mouthshut.com
Work done for ORM: Burrp.com
Pillars of the campaign
Social Media Campaign
Customer Relationship Management
Customer Relationship Management Entails the followingactivities:
• Replying to Queries and Complains by users on the Fan Page• Managing Spam/ Irrelevant Attacks against the Brand• Bridging the Gap between Social Media Users and Brand
teams
Customer Relationship Management
Jan Feb March April May June July Aug Sept0
5
10
15
20
25
30
35
1614 14
20
9
13
8
30
19
Interactions on the Page
Interactions on the Page
Customer Relationship Management
Feedback by Users (About Services, Experiences, Suggestions)
Complains
Queries
The Way ForwardFocus has to be maintained on the following areas in the comingDays-
INTRODUCE Relevant
applications and Content
INVOLVE users in these
activities
BUILD RECALL through repeated
activities
EARN LOYALTY of users on
Social Media
ENGAGE with the existing Fan Base
Social Media Campaign
The Way Forward
The Way Forward is to be divided in Five Steps:
STEP 1- Engagement With Users
STEP 2- Introduction of New Content and Applications
STEP 3- Involving Users in these applications
STEP 4- Building Recall Amongst Users
STEP 5- Earning Loyalty of a Subset of such users
STEP 1- Engagement With Users
As can be seen from graphs in previous slides, the number ofpeople who engage with the brand has been on the riseconsistently. To support this trend, we will need to ensure:
• Continual of Analysis of response received to different types of content
• Introduction of fresh categories every quarter• Healthy Balance of Brand and Non Brand Related content
STEP 2- Introduction of New Content and Applications
New Content and applications will be developed for two purposes-
• Utility Applications and Hygiene ContentThese applications and content themes will be centered around the brandand act as medium to either communicate the Brands Message or to addressconcerns for users
• Rich Content and Engagement Based AppsThese applications and interfaces will form part of larger, more intrinsiccommunication with users.
STEP 3- Involving Users in these applications
Types of Applications that can be developed to involve users-
• Customer Complaint Redressal Module• Sweepstakes and Competitions • Thematic Contests based on Offers or Festivals
Types of Content to be developed to involve users-• Internet Meme’s • Interactive puzzles and Games• Interlinking Offers with Household Maintenance Tips
Customer Complaint Redressal Module
The Need?
• To aid the CRM measures
• Mechanization of the process will ensure prompt replies
• It will also ensure all complaints are being replied too
• It will reduce the lead time in replying to users
• It will enhance the look of the page by reducing the number of Negative posts
• by other users
Wire Frame for the Application- Page 1
Branding Space
Branding Space
Welcome Creative
Customer Details Auto-Fill Form
Enter Button
Wire Frame for the Application: Page 2
Branding Space
Branding Space
Complain / Query Form
Store selectorMegastore
SupermarketStore name
Area
City
Clubmore ID
E Mail ID Auto- FillMobile Number
Complain
Auto- Fill
Submit
User Registers Complain on the
Application
App forces users to provide important details like contact
information and venue of complain
The complain is directly sent to relevant Brand Head via E Mail
The Reply to these users is also
sent to their E Mail Id
Users can repeat the process after initial education
Flowchart of the App
STEP 4- Building Recall Amongst Users
Building recall entails users to visit the Page, or seek content that comes onthe page
We have already tasted success in building recall in the past with activitieslike:
Hamesha Extra Personality Category of UpdatesKnow more. Get more. ContestMunchy Moments Contest
We can introduce a new format in Content: Picture puzzles
Building Recall Amongst Users
STEP 5- Earning Loyalty of a Subset of users
Updates are primarily seen only by Users of Facebook who like the Fan Page
The
Fans
who
see the update in
their
Newsfeed.
This is called Reach
People who
are reached
interact with
the Update. This is called
Engagement
People who interact regularly are
called Involved users
People
who come back
repeatedly
are termed as
Brand Loyalists
Brand loyalist < Total Reach < Fans
How Updates are seen by users?
Earning Loyalty of a Subset of users
Earning Loyalty is the ultimate goal of the Social Media Campaign.
Loyal users not only interact with the brand most often, they spread the wordabout the brand amongst their peer groups
Earning loyalty is first step of creating Virality. Every loyal user adds to theengagement, which helps the campaign attain ‘tipping point’
‘Tipping Point’ is the point when information, from being shared organicallywithin a group, spreads beyond it (For Eg: Kolaveri Di)
Ways to earn Loyalty-
• Interactive and Engaging content (Of Viral Meme’s and Puzzles)
• Quizzes and Sweepstakes (Know more. Get more. Contest)• Contests and competitions tied around Offers and Festivals
(Munchy Moments Contest)• Healthy CRM initiatives • Daily Games and Puzzles through applications and Updates
Earning Loyalty of a Subset of users
